and have at your command a number of sense appeals you are sure he will
like. You certainly will secure his interest if you follow this selling
process.

To win his interest you need not induce your prospect to like you _all
through_ or in _every respect_. If he likes but one thing about you at
first, he will be interested enough to give you the chance to develop
more interest. _The interest that produces the fruit of acceptance is
often a growth from only one seed sown by the salesman of ideas_.

[Sidenote: Avoid Over-Emphasis]

At this stage of the selling process it is not wise to plunge ahead
fast. Do not go to the _extreme_ on any subject that you find is
interesting to your prospect. His interest may be mild, and he might be
prejudiced if you seem to display excessive concern about something that
he considers of minor importance. I recall the experience of a man who
was complimented on keeping an appointment to the minute. He
_over-emphasized_ the virtue of punctuality and irritated his prospect,
who was not always on time himself. The job went to another applicant.

[Sidenote: Moderate Attitude]

_Be moderate_ in your attitude when you work to secure the beginning of
interest, lest you raise an obstacle in your path. Until you are sure
you have won a considerable degree of interest, you cannot lead strongly
in any direction without running the risk of losing some of the
advantages you have gained. Therefore at the interest stage proceed
warily. "Watch your step."

[Sidenote: Hobbies]

Be especially careful not to gush over a hobby of your prospect, in
which his interest may not be so great as you suppose. _Hobbies are
dangerous_. Don't harp on one. It requires consummate art to show
enthusiasm about another man's hobby without arousing his suspicions
regarding your sincerity.

[Sidenote: Art of Knocking and Winning a Welcome]

Throughout the various steps of the selling process, salesmanship is an
_art_. The art of knocking at the door of opportunity and of winning the
invitation to come in lies in _making favorable out-of-the-ordinary
impressions in unusual ways_. The salesman himself, his methods of
presenting his services for sale, and his qualifications--all should
stand out distinctly, and make impressions of his individuality. He
should not seem like a common applicant for a position, but should
suggest to the prospective employer that he is a man of uncommon
characteristics and especial capabili