tone. So the salesman artist makes _his_ tone resonant with chest
vibrations that stimulate the direct response of the _other_ man's
heart. _He works at first to draw out fellow feeling, not to drive his
ideas into the head of the prospect._

[Sidenote: Talking Like a Brother]

The mere presentation of _thoughts_, or _mental pictures_ of goods, is
not enough to induce a prospect to buy. The master salesman comprehends
that he has to deal with the _dual personality_ of the individual he
plans to sell. Therefore from the very beginning of his interview he
works to open the mind of the other man by first establishing a unity of
human feeling between his own heart and the heart of his prospect. He
uses the _emotive_ tone. He "talks like a brother." Of course he is
careful not to exaggerate this show of fellow feeling. He uses a
"hearty" tone without appearing in the least degree hypocritical. When
their _hearts_ are in accord, the other man is prepared to agree
_mentally_ with the salesman.

[Sidenote: Power Pitch]

The third pitch of your voice as a salesman is the _power_ tone. It can
be used skillfully to suggest that you have the force required to
succeed. It is the pitch that comes from deep down and that calls into
play the powerful abdominal muscles. It is not necessarily a loud tone,
however. Often it is low, with a suggestion of immense reserve strength
behind it. With the power pitch you can _command_ in a simple request
which, spoken in a higher tone, might be refused because it would lack
the suggestion of force. In order to succeed, you sometimes must employ
power. When a situation requires a demonstration of your strong
personality, augment the force of your words and acts by using the tone
pitch that suggests the power of the big muscles of your waist.

[Sidenote: When to Use Power Tone]

Employ the emotive tone to convey ideas of your truthfulness and honor.
Show your courtesy and kindness with the heart pitch; use it to manifest
your real desire to be of service to your prospect. But suggest your
solidity and capacity for good judgment by employing the pitch of power.
With its aid you can convince your prospect of the enduring quality of
your best characteristics; you can deny disparagement or doubt of your
ability; you will be able to brush aside unfounded objections; you can
compel respect.

[Sidenote: Tone Units]

The discriminative use of various _units_ of tone is as helpful in
making suggest