of mind because it is an "ology"
and therefore may seem hard. _You are a psychologist already_. You know
that certain things you do and say make agreeable or unfavorable
impressions on other people. In a _general_ way you know _why_. It is
necessary only that you analyze _specifically_ what you realize now
rather indefinitely. If you do not care to study a _book_ on psychology,
just use your own mind as your psychological laboratory for continual
self-analysis.

Answer for yourself such questions as, "Exactly what effect will this
particular word, or tone, or act have--and just why?" You can work out
pretty well the _practical knowledge of psychology_ you must have in
order to sell ideas about your capabilities most effectively. You simply
need to apply _purposeful intelligence_ in everything you do and say;
instead of making impressions without comprehending that by each word
and tone and act of daily living you are influencing, favorably or
adversely, your chances to succeed.

[Sidenote: Three Factors of Selling Process]

Think of yourself as one of the _three factors_ of the selling process.
The _goods of sale_ are your best capabilities, of course. The second
factor is the _prospective buyer_, the man who has need of such
qualities or services as you could supply. The _agent of sale_, or third
factor, is yourself. If you will keep in mind always the conception of
yourself as _the uniting link_ between your "goods of sale" and the
prospective buyer, you can be a salesman of yourself every minute. At
any moment except when you are alone you may encounter and influence a
possible buyer of your best capabilities. You are continually within
sight and hearing of people whose impressions of you might affect your
chances to succeed in life. Therefore always be alert to grasp every
sales opportunity within your reach.

[Sidenote: Twelve Steps]

It will be essential, also, that you have knowledge of the successive
_steps_ of the selling process, as well as knowledge of your goods of
sale and knowledge of practical mind science. Otherwise you might omit
inadvertently to use some round of the ladder to certain success, and
tumble to failure. These steps are so important to understand that the
last nine chapters of the companion book are devoted to them
exclusively. It will suffice here just to state what they are.

1. Preparation For Selling;
2. Prospecting;
3. The Plan Of Approach;
4. Securing An Audience;
5. S