ifficult to
understand human nature if you are willing to see clearly into yourself.
It is only necessary, then, that you subordinate your personality to the
personality of the other man. _Learn what he wants, and avoid showing
him that you want something from him. Show him instead that you can
supply what he lacks_. Complete and round out the process by suggesting
the particular qualities in yourself that your prospecting and size-up
have indicated to be the qualities _he especially likes_. He will want
you then. He can't help it.

CHAPTER X

_Obstacles In Your Way_

[Sidenote: Mountain Climbing]

There is no great mountain in the world that has a natural, smooth road
with an easy grade all the way to the top. Mountain climbing requires
some hard work. It involves getting around, or going over, or removing
many obstacles that block the path upward.

You will encounter similar difficulties, obstacles, and resistance on
your way to success. _If you cannot pass them, your ambition will be
defeated._ You will quit the climb, discouraged; or will be driven back,
a failure. In order to _assure_ your success you must now ascertain
dependable ways to conquer obstacles. This advance knowledge will make
them seem less formidable. Since you will have definite plans for
dealing with the difficulties that may obstruct your path, you will not
feel hopelessly blocked when you face them.

[Sidenote: Knowing How]

No great mountain has ever been scaled by a novice ignorant of the
science, and unskilled in the art of climbing to supreme heights. But an
expert mountaineer learns from mastering one peak something about how to
climb others. He develops ability to conquer any and all obstacles he
may meet. He proves repeatedly that what would be impossible to a
novice is a _certainty_ to him. He starts the most difficult ascent with
absolute confidence that he will gain the top.

[Sidenote: Obstacles and Resistance]

_You likewise can feel sure of your ability to reach the highest peaks
of success_. In preceding chapters you have been shown how to take
advantage of the _easiest_ way up by following the guide marks of
salesmanship at every step. Now we are to study the obstacles you will
encounter, in particular the objections the prospect may raise to
frustrate your purpose. At this stage of the selling process you will be
like a mountaineer fighting in the Alps. It will probably be necessary
that you overcome or evade c