e for
successfully marketing a standard product, but also to extend that force
over a world field and to control it in all the details of its
operations, from opening the mail to the declaration and payment of
dividends, more efficiently than the average sales or commercial
manager. So I had no hesitancy in undertaking the Ford job, which, even
at that early date, I visualized as culminating in a big one.

When I finally engaged my services with the Ford Motor Company on a
permanent basis, the business was represented by only a few hundred
scattered, unorganized, uncontrolled, and non-directed dealers. My work
during the following twelve years was concentrated on developing and
enlarging yearly this small hit-or-miss distributing aggregation into a
compact force of thousands of well-trained, highly efficient sales and
service representatives of the Ford Motor Company. They were all Ford
"boosters," and by their loyalty and intensive co-operation they "put
across the Ford" in the big way that today makes the little car so
conspicuous everywhere throughout the world.

[Sidenote: Statement Avoided Suggestion Used]

Note that while my experience with the Ford Motor Company as a public
accountant convinced me that what the business needed then was a
commercial manager and sales organizer, and I believed myself fitted
for the position, I did not make that statement to Mr. Ford; because it
would have been poor salesmanship. He might have thought me entirely
qualified to deal with figures, but not so capable of handling sales
agents and dealers.

So I never _said_ to him that I was the man he needed. But I _suggested_
it by presenting my ideas of how the job should be done. He accepted my
ideas as good, and was influenced by the natural suggestion that
resulted from them. He told me that he wanted me to become Commercial
and Sales Manager. It was the opportunity for success that I most
desired. I got myself _wanted_ without having to overcome any
_resistance_ in the mind of the man with whom I had chosen to work.

[Sidenote: Negative Suggestions]

You recognize how true to human nature are incidents of this sort. You
know how powerful is the force of _affirmative_ suggestion. But have you
appreciated how surely desire is killed by _negative_ suggestions? If
you make _displeasing_ impressions, you will get yourself _not_ wanted.
Therefore you must _be careful to avoid certain things your prospect
would not like, just as y