stic Of Masterly Salesmanship]

You will recall that in a previous chapter the _ability to discriminate_
was stated as the _distinguishing characteristic_ of masterly
salesmanship. The ability to perceive differences, and skill in
emphasizing them, will _assure_ success in selling either ideas or
goods.

The discriminative-restrictive study of anything is certain to give one
a much clearer and more definite understanding of it than could be
secured by a study of its likeness to something else. If, when
describing two people, you _compare_ their points of _resemblance_, you
do not paint a clear picture of either. But if you _restrict_ your
comments to the _differences_ in their features, you will portray a
pretty definite mental image of each.

[Sidenote: "Different" Ways Win]

You have been given several examples of ways and means to gain an
entrance into the presence and into the mind of an employer. You will
note that each applicant _restricted_ his plans of approach to
methods that were entirely _different_ from those ordinarily used
in getting a job. The purpose of the salesman in every case was to
bring out the difference between him and competing candidates for the
situation. The selling processes described were successful because
_discriminative-restrictive principles of skill were employed to bring
to the attention and interest of the prospect the service capabilities
of the one applicant, in distinction from all others_.

When you plan to gain the chance you most want, you can assure yourself
of success if you will work out in your own mind how to do _something
effective that is different_ from the methods commonly used in attempts
to gain opportunities, and that will impress your _real service purpose_
in applying for your chance.

First think out clearly _what the other man needs_. Distinguish exactly
in your thoughts between what is _lacking_ in his organization, and what
he _already has_. Then when planning to gain an entrance to the presence
and the mind of your prospect, restrict your thoughts to ways and means
of indicating and suggesting that _you know precisely what service is
wanted_. Prepare to show him that you don't have merely a vague,
indefinite idea of a job _like_ other jobs. Plan to indicate that you
are not just about the _same_ as ordinary men who apply for positions.
Be ready to make the first impression that you are _a particular man
with individual ideas and distinctive capability_