s_. Treat it accordingly. Use your own _mind_
principally in dealing with the purely _mental_ objection of the
prospect. But depend on drawing out _his heart with yours if his
emotions are involved_ in his opposition.

[Sidenote: Mental Basis]

Suppose you have a plan about engaging in a certain business. You have
worked it out carefully and are confident that it is "a winner." But you
need financial backing. So you go to a man who has money, and apply to
him for a loan. He listens to your plan. When you finish explaining, he
refuses your request. He uses the mental tone of cold business when he
states his reason. "You offer me no security. I am not in the habit of
lending money without it." His words and manner indicate that he has
listened to your plan without the slightest feeling of sympathy for your
purpose. His _emotions_ have not been stirred. He is turning you down
simply because his _mind_ is opposed to the form of investment you
propose for his money. It would be futile for you to make an _emotional_
appeal to this man, in the hope of getting rid of his _mental_
objection. He would be disagreeably impressed were you to attempt to
stir his heart. You cannot offer him the security he has in mind, but
you need not be balked for that reason. It is possible for you to make
an appeal to his mind only, and to suggest to him ideas of security that
he has not considered.

"Mr. J.P. Morgan," you might remind him, "when asked the basis upon
which he loaned money, replied, 'Character, principally.' I offer you
the security that Mr. Morgan considered most important. You know my
reputation is good. You perceive that my plan is sound, and that I have
thought it out thoroughly. You do not expect me to lose money. I have
proposed to protect you as fully as possible by agreeing in advance that
I will take no step until after your approval has been given. Therefore,
in addition to my character, I am offering you the security of your own
mature, sound judgment on all operations.

[Sidenote: A New Idea Of Security]

"Don't you believe that my squareness, guided by your advice, would
secure you? I have applied for a loan of only ten thousand dollars. You
will absolutely control the expenditure of the money. You know,
therefore, that at the worst I could not have a large loss. I have
offered you life insurance to protect you against the possibility of my
death within the next five years. It is altogether improbable that I
shou