there are positive natures which must be permitted to feel that the
decision is all their own, there are weak, indecisive natures, also, who
are rather grateful than otherwise for having important decisions taken
off of their hands. For such people, a direct, positive suggestion is
perhaps the most powerful and effective means of securing decision and
action. One of the favorite methods of dealing with them is to press a
fountain pen into their fingers with the definitely worded command, "Sign
your name right here, please."

People are also brought to decide and act by being impressed with the fact
that delay may make it altogether too late or may possibly postpone part
of the advantage to be gained or may permit some one else to get ahead.
Decision oftentimes is also induced by a direct or indirect compliment to
the individual's decisiveness, positiveness, and ability to take action
when he sees that action is necessary. A very successful salesman often
used this method: "You say rightly that you want to think it over. That
shows that you are a wise man, because a man who acts without thinking is
foolish. On the other hand, the man who thinks without acting is a mere
dreamer, and I know you do not belong to that class. You have had the
evidence. You have weighed it. You have formed your conclusions, and now,
because you are a man of decision and action, you are ready to sign the
contract."

NEED FOR CHARACTER ANALYSIS

Here, again, the reader has already seen that we are dealing with
generalities. We have, as yet, no way of determining definitely and
quickly whether the individual with whom we are dealing will respond best
to that treatment which secures his decision upon minor points, or that
which permits him to make his own decision guided only by indirect
suggestions, or that which makes the decision for him, or that which
compliments him upon his decisiveness, or any one of many other methods of
closing. And so it is necessary to study humanity to learn to know just
what will gain favorable attention of each one individually, just which
one of a thousand possible motives to appeal to in order to arouse
interest, just what kind of a desire to stimulate in order to intensify
it to that point where it becomes irresistible, just what method of
closing to use in order to bring about decision and action.

In succeeding chapters of this part of the book, we shall give some
attention to these problems.

CHAPT