any one who practices
consciously every day the actual sale of ideas in the artistic way.

[Sidenote: Knowledge of Salesmanship Develops Confidence]

As was stated in the Introduction to this book, it has been proved
conclusively in business that particular principles and methods of
selling are certain to produce the highest average of closed orders. In
other words, success for the professional salesman is _assured_ if he
develops certain qualifications, and if he does certain things; all
within the capacity of any normal, intelligent man. Scientific sales
executives know positively, as the result of comparative tests, that the
salesman who develops these personal qualifications, and who does these
things, should get his quota of business and hold it. Hence, as has been
said, specific training is given in the sales schools of the most
successful businesses, along the lines of best selling practice.

[Sidenote: Practical Principles]

When the individual salesman who has been so trained commences work in
his territory, he learns in his experiences with buyers that the
principles and methods he has been taught are actually _most effective_.
Assuming that he has developed his _best capabilities_ pretty fully, and
that he has become fairly _skillful_ in using what he knows about how to
sell his line, he works with continually growing confidence that he will
succeed. Why should he doubt his complete selling power? He knows there
is a _field for his goods_ in this territory. He knows clearly and
vividly _what ideas_ he wants to get across to the minds of prospective
buyers. He knows--most important of all--_just how_ to make convincing
and attractive impressions of the desirability and true value of what he
presents for purchase. He comprehends the _most effective ways_ to show
prospects both their _need_ for his goods and that he has come, with a
real purpose of service, to _satisfy_ that need.

You, the non-professional salesman of yourself, will sell _your_ "goods
of sale" with similar complete confidence in your power to gain and to
control your opportunities for success--if you, too, use the right
selling process.

This set of books explains and demonstrates in detail the principles and
methods of _the successful salesman of ideas_. The Introduction and
twelve Chapters of the present series apply the selling process
especially to _the sale of ideas about one's self_, with particular
relation to _self-advancement_ in