o get yourself wanted it is
necessary that you show him the lack, and that you can fill it, and that
you would be likable when filling it_. If you make these three
impressions on the mind and heart of your prospect, your success in your
purpose will be assured. You will not fail to get yourself wanted.

[Sidenote: Desire is Turning Point Of the Sale]

In salesmanship "desire is the determinant of the sale." By this is
meant that _when the salesman sufficiently stimulates a real desire in
his prospect, he has climbed the highest grade of difficulty_. If he is
skillful, the selling process from then on should be comparatively easy
sledding. You realize that if you can get yourself wanted by an
employer, the matter of landing a job in his business should not be
hard. We therefore are considering now _the turning point in the process
of selling the true idea of your best capabilities in the right field_.
After you get yourself wanted, the odds are no longer against you, but
grow increasingly in your favor. If, having succeeded in getting
yourself wanted, you then fail in your ultimate purpose, you should
blame no one but yourself.

[Sidenote: The Use of Tactful Suggestion]

A very skillful use of _tact and diplomacy_ is necessary to success in
pointing out to a prospect something that he lacks, and your capability
for filling that lack. A man is apt to resent your "picking flaws" in
his business. He is likely to regard you as an egotist if you _assert_
that he needs you. You will not get yourself wanted if you make the
impression that you are a critical fault-finder with "the big-head."
Rather, you should pattern after the example of the professional
salesman of goods. In the processes of persuasion and creating desire he
employs the arts of _suggestion in preference to making direct
statements_. He is a tactful diplomat. Learn from his methods, as
explained in "The Selling Process."

You have come to a chosen employer, with a real service purpose; but be
careful not to _offend_ in your presentation. Do not bring him your idea
for improving his business as if it were a great discovery you have
made. He won't like it if you open his eyes to his lacks in that
fashion. You might better suggest that while you have perceived what he
needs, you have no doubt he either has seen it already or would have
perceived it if his time and attention had not been engrossed by other
things. You will be liked if you so present a picture