igure job. He will get there, "as sure as
shooting." A salesman like that cannot be kept down.

[Sidenote: Turning Failure Into Success]

I asked Ward one day what he would have done if the telephone call he
expected had not come. He replied that he would have gone to see the
executive next morning anyhow, and that he had planned carefully how he
would approach him.

"I'd have sent in a note that I was ready to report some ideas I had
worked out regarding his cost-keeping as a result of the thinking I had
done since learning his system. He wouldn't have refused to see me, even
if he had hired some one else meanwhile. Then I'd have told him the very
things that got me the job. They would have assured me a chance in his
office, whether he had a place for me right then or not," Ward asserted
positively. "If that plan of mine hadn't succeeded," he amended, "I'd
have known he wasn't the kind of man I wanted to work for, after all.
But it turned out exactly as I knew it would," my friend ended with a
grin.

Can you imagine a man of such sales ability failing to get a chance
almost anywhere? Yet Ward did only what any one, with a little
forethought, might have done in the circumstances. Analyze the selling
process he used, and you will perceive that there was nothing marvelous
about it--it was all perfectly natural. Is there any good reason why
_you_ cannot employ similar methods to gain the chance you want?

[Sidenote: Service Purpose is Essence of Salesmanship]

Let us dig into what Ward did, and find the "essence" of his
salesmanship in the ways and means he employed to assure his two
"entrances," to the presence and into the mind of the executive. _He was
successful principally because he made the impression that he had come
with a purpose of rendering real service to the other man._ His plan of
approach assured him the opportunity he wanted because it was designed
to serve the head of the department in his need for particular
capabilities. _Very rarely will any one refuse a needed service._ So,
coming with a purpose of service, Ward made certain in advance that he
would be welcomed to his opportunity. The essence of a successful plan
of approach to the mind of any prospect is _a carefully thought-out idea
of how to supply him with exactly what he lacks_.

Just as the service purpose well planned is the key to the door of a
man's _mind_; so is it the "Open Sesame" to his _presence_. Plan how to
bring to the attenti