ere. You could make no worse mistake, you could injure your own
prospects no more, than by showing ignorance of local conditions, or
inappreciation of the circumstances in which your prospect's business is
being conducted.

[Sidenote: Turn to Account What You Learn]

Not only should you know as many facts as possible regarding
opportunities in your chosen field; it is even more important that, by
the use of your _imagination_ you relate these facts to _practical ways
of turning them to account_ for your benefit. In order to derive the
maximum of benefit from your prospecting, you must make the _best use_
of every item of knowledge you gain. Sometimes the mere _possession_ of
particular knowledge will increase your chances to succeed. But almost
invariably you can multiply the value of what you learn if you _prospect
in your own mind for ideas_ about putting the facts to the most
profitable use.

Do not forget that the primary object of true salesmanship is service to
the other fellow. Therefore _prospect your own thoughts with the purpose
of making what you know especially valuable to some one else_, your
intended employer for instance. In every step of the selling process you
should think first of how you can serve your prospect with something
that he lacks and needs.

[Sidenote: Prospect Needs]

Surprisingly few young men who go into business prospect their fields of
opportunity to learn what is most wanted there. The great majority take
up special professions or enter selected industries just because _they_
wish to do chosen things. The master salesman, however, _adapts himself
to the circumstances and requirements of his customers_, even at the
sacrifice of his personal inclinations. He could not succeed if he sold
only what he wanted to sell, or if he confined his salesmanship efforts
to a limited number of buyers because he liked them and disliked others.
In order to assure your success, _you must learn to like to do what is
most needed to be done, and learn to like to serve whoever lacks what
you can supply_. Therefore prospect your fields of opportunity to learn
what capabilities are principally needed. If you would make your success
as easy as possible, look about you first to determine the demand for
such services as you are able to render.

[Sidenote: Sometimes Go The Round-About Way]

Perhaps your prospecting will indicate that it is advisable for you to
go a round-about way to your goal of ambition;