of the lack and of
yourself satisfying it.

[Sidenote: Rubbing the Prospect the Wrong Way]

_You are apt to get yourself cordially disliked if you rub your
prospect's pride in his business the wrong way_.

An accountant sought an opportunity to become the auditor for a
manufacturing corporation. He had gained considerable "inside knowledge"
of the company's lax business methods. But when talking to the president
he exaggerated the relative importance of these defects. In his
eagerness to impress the executive with the need for an auditor, he
over-drew the danger from leaks in the company's accounting system. The
president was exasperated. His pride was stung. What had been said
reflected on his capability as an executive. So he turned savagely on
the accountant.

"If we're so rotten as all that," he snarled, "how could we make money
and pay dividends? No doubt you are right in your criticisms of our
methods. But if I had a man like you around here, continually finding
fault and picking everybody and everything to pieces, the whole business
would be demoralized. The ideas you have brought to me are worth a
thousand dollars, and I'll give you my check for that, but no crepe
hanger can work for me."

[Sidenote: Avoid Teaching]

When you present your capabilities for sale, don't suggest that you
think your prospect's business will go to the "demnition bow-wows" if
your services are not engaged. _Understate the lack and your fitness to
fill it_. You may be sure the employer will appreciate fully the value
of the new ideas you bring, and the worth of your services.

[Sidenote: Pope's Rule]

None of us really like "teachers." Nowadays the most successful
educational methods follow the rule laid down by Alexander Pope, "Men
must be taught as if you taught them not; and things unknown proposed as
things forgot." Do not suggest that you are a "know it all." Much less
make the impression that the other man does not know. Communicate to him
the idea that you believe he has overlooked the lack to which you call
his attention. With modest confidence present your capabilities. You
need not assert in words that you will fill the bill. Your prospect can
see that. In everything you suggest and say, show that you genuinely
like him and his business. Manifest sincere admiration. _Make him feel
that you have come to his office because you especially want to work
there. That will make him want you in his service_. Use suggestion to