ed that particular principles and methods of selling are sure
to produce the highest average of orders. Therefore these principles and
methods are followed as _standard practice_ in the sales department.

That is, in order to _assure_ the success of an individual salesman, he
is required and aided to develop particular qualifications and to do
certain things that master executives have learned will get the orders
and hold the trade of buyers. The qualified professional salesman is
drilled thoroughly in tested principles and methods of selling. He is
trained to use this standard sales knowledge skillfully. As a result he
works in the field with complete confidence.

Why should he doubt that he will succeed? He knows his own limitations
and capabilities; knows the true worth of his line; knows there is a
market in his territory; knows how to sell in the ways that have been
proved most effective; and knows that practice of right salesmanship
will make him skillful in getting and holding business. Verily such
"knowledge is power."

* * * * *

[Sidenote: Certain Success With the Selling Process]

_Your_ success in selling _yourself_ can be made as certain as is a
successful career to the first-class professional salesman. This book
and its companion volume will explain in detail salesmanship ways to
develop your best capabilities most effectively. You will be given the
principles and methods employed by the expert salesman in marketing any
kind of right goods. You will also be shown how to sell yourself by
adapting his practices to your "goods of sale."

When you comprehend, and employ as second nature, the usages of the
finest sales art, your success in life, like that of the master
professional salesman, will be _certain_.

[Sidenote: Ideas of Goods Not the Goods Themselves Are Sold]

If you have not _called_ yourself a salesman, perhaps you doubt the
value to you of skill in selling. All you have to market is the best
that is in yourself. Your ambition may be to succeed as a doctor, or
lawyer, or preacher, or clerk, or mechanic, or farmer, or banker. You do
not see how salesmanship could assure _your_ success, however much it
might help some one with commercial ambitions.

If you think it would not be worth while for you to master the selling
process, since you do not expect to engage in the _profession_ of
selling, you misconceive the functions and work of the salesman. You
have t