ake sure there isn't
something the matter with it._ The suit of clothes that only induces his
interest in a shop window is passed by after a look. However, if he says
to himself, "That's the kind of suit I want," he goes in and examines
the workmanship and the cloth, in search of faults. The salesman may
need to overcome certain objections of his prospect before the order can
be secured.

But we have not reached the objections stage of the uncompleted sale.
That is the subject of the next chapter. Let us retrace our steps to
study the essence of the art of getting yourself wanted.

[Sidenote: Two-part Process of Getting Yourself Wanted]

There are two parts to the process. First, you must show the prospect
what he lacks; that in his business there is _an unoccupied opportunity
for such services as you believe you are capable of rendering to his
benefit and satisfaction_. Second, you need to _picture yourself filling
the place and giving the service_; to show him imaginatively _your
qualifications at work in his business_.

[Sidenote: Sincerity Of Service Purpose]

Of course it is primarily necessary that you believe in your own
capability, and in the value to the other man of the qualities you have
brought to him for sale. Unless you have this feeling yourself, you will
not be likely to draw out his reciprocating desire for your services.
You are not dealing now with his mind. _Desire proceeds from the heart.
It is emotional, not mental_. The least suspicion of your insincerity
would check your prospect's feeling that he wants you as an employee.
You must feel that you have come with a purpose of genuine service, and
you must draw out his similar feeling.

[Sidenote: Desire Comes Out of the Heart]

When you knocked at the door of your prospect's mind, and when you
sought to induce his welcome for your ideas, your object was to get him
to take your thoughts _into_ his head. The line of action is _reversed_
at the desire stage of the selling process. Until now _you_ have been
the moving party. You have been getting yourself and your ideas into his
consciousness. But while attention and interest are _receptive_
processes, the emotion of genuine desire starts with an _outward moving
impulse from the prospect_. It isn't enough that he open his heart and
let you enter, as he has admitted your ideas to his mind. _If he really
wants you, his feeling of desire will come out after you_.

[Sidenote: Service Value is Appre