his eyes to your _better_ nature, not to the
_worst_ side of you. _He will see in you the better qualities of himself
and appreciate them_. Have your own motives right; then there will be no
danger that you will appeal to the wrong motives of the other man.

Of course you must have the highest respect for your own motives. This
necessitates high character. _You must be honest in the very structure
of your being_. You need, too, _absolute faith in yourself and in your
proposition_, and faith in the _desirability_ of your service to the
other man. Finally, you must be _consecrated_ to the motive of rendering
him _service_.

[Sidenote: Postpone Criticism Until Desire Is Stimulated]

It is poor salesmanship to let your prospect begin to analyze your
faults _until you have made yourself thoroughly pleasing_ to him. Before
you complete the selling process you should admit your own faults,
rather than let him discover them. _But skillfully postpone this step
until you get yourself wanted._ Then your prospect will be inclined to
_co-operate_ in disposing of objections to you; whereas _if criticisms
arise too soon in the selling process they may prevent him from liking
you thoroughly, and may check your purpose before you get yourself
wanted_.

[Sidenote: Right Time to "Face The Music"]

A merchant received an application for employment in his private office
from a young man who created so pleasing an impression that the employer
decided to make him his secretary. He outlined his ideas to the
applicant, who entered into them most enthusiastically; thereby
increasing the liking of his prospective employer for him. Then the
young man sat up straight in his chair, looked the merchant squarely in
the eye, and said, "No one in this city knows it, but when I was
eighteen years old I stole ten dollars and was sentenced to the reform
school. That was seven years ago. I never have done anything dishonest
since, and I never will again. But you have a right to know my whole
record before you employ me in a position of such trust." If the
candidate had confessed his blemished record _before_ making himself
thoroughly desirable, it is practically certain that he would not have
won the place. He got it because _he handled the objection after instead
of before creating the desire_ for his services.

[Sidenote: Concentrate On Suggesting Qualifications]

We shall consider in the next chapter how to meet and handle objections,
how to deal