the
impression when you manifest it actually that you are strong in fact,
and not just a bluffer. Often you can prove your strength by looking
another person fearlessly in the eye.

[Sidenote: Four Essentials of Good Approach]

It is evident from what has already been outlined that to make a
successful approach one needs particular qualifications. There are four
essentials: First, _mental alertness in perceiving_; Second, _good
memory for retaining the impressions received_; Third, _constructive
imagination_ in planning the approach; Fourth, _friendly courage_ in
securing an audience and in making the actual approach to the mind of
the other man.

All your senses must be _wide awake_ if you are to _perceive every point
of difference_ that can be used effectively to sell your particular
ideas in contrast with ordinary ideas.

It is necessary not only that you _see_ distinctions clearly, but that
you be able to _remember them instantly_, when you need to use them in
selling your ideas.

You cannot make any certainly successful plan to deal with a future
possible chance unless you _cultivate your power of imagination by
working out in advance every conceivable situation that may be
anticipated_.

And all your other capabilities in gaining your chance will be of no
avail if your purpose meets resistance; unless you are equipped
beforehand with friendly courage, the _kind of real bravery that is
likable_.

[Sidenote: Genius]

It is highly important to your success that you be able to make the
impression that you are a person of _genius_. Genius, analyzed, is no
more than the exceptional application of natural ability to doing work.
Application demands complete attention. Attention leads to
discrimination. Discrimination concentrates, of course, upon the
recognition of differences. And differentiation depends principally upon
sense training in alertness. Unless a sense is very keen, it cannot make
distinctions sharply. _So we get back to the primary necessity of
developing all your senses and of keeping them wide awake to perceive
and act upon chances for success_.

[Sidenote: Memory]

Your discriminative power of perception will be well-nigh valueless to
you, however, if you are unable to recall whenever needed, all the
points of difference possible to utilize in your salesmanship. Therefore
you should _train your memory_. We will not enlarge just now upon this
factor of the process of making success certain;