ld have a loss of as much as a thousand dollars in the new business.
Certainly you have sufficient confidence in my ability and integrity to
believe that I could and would repay you a thousand dollars with
interest before the expiration of five years. I expect, and you expect,
that my venture will prove successful. I have planned a sound business
enterprise, free from the dangers of speculation. With the cooperation
of your judgment, your loan would be a secure investment. I believe you
are now convinced of that."

[Sidenote: Reaching Heart Through Mind]

Notice that the objection is dealt with powerfully; yet there is no
appeal that is aimed away from the prospect's _mind_. For this very
reason his sympathy with the proposal is likely to be stimulated. _Such
salesmanship often has the effect of enlisting the heart of the other
man after removing the objection of his mind._

[Sidenote: Objection on Emotional Basis]

Let us assume now that the prospect refuses to make the loan to you
because he has been imposed upon before by some one he has backed. He
may really want to lend you the money, but his heart has been so
embittered by his previous experience that he turns a deaf ear to your
proposition. His opposition is based chiefly on feeling. His heart, not
his mind, is at the bottom of his refusal of your request for a loan. He
would not be reached by the appeal that would be effective with the man
in the first example. This second prospect should be addressed something
like this:

"The experiences you have had hurt you, principally because they have
made you lose faith in men. This, not the money involved, was your
greatest loss. So long as you have only those experiences to think
about, you will be unable to get back your former belief in human
nature. You would like to recover it. You would be happy to feel that
the men who abused your confidence were exceptions, and not the rule.

[Sidenote: Selling a New Feeling]

"If you will lend me ten thousand dollars, and I make good my promises
to you, your new experience with me will go a long way toward restoring
your lost faith in men. It is natural that you should feel embittered,
but the taste in your mouth is unpleasant. Back me up. I will help you
get rid of your bitterness, and will replace it with a glow of
satisfaction. You cannot doubt that I will make good. You should not let
your old prejudice stand in the way of the gratified feeling you will
have when I