prove to you that all men are not unworthy of trust. After I
justify your confidence you will be happier for the rest of your life."

In the illustration the objection is dealt with _emotionally; because
its basis is feeling_. No _mental_ appeal is made. The salesmanship in
this example is the direct converse of that in the previous
illustration.

[Sidenote: The Best Rule]

Usually, however, it is best to counteract objections by making appeals
to _both the heart and the mind_ of the objector. In most cases it is
safe to assume that his mental opposition involves his feelings to some
degree, and it rarely happens that an objection is so purely emotional
that the mind of the prospect does not take part in it at all. So the
rule of masterly salesmanship is to use neither the appeal to mentality
nor the appeal to feeling _exclusively_, but rather to _stress one or
the other, while using both_. If the objection appears to be based
_principally_ on opposition of _mind_, it is more important to reach
into the prospect's _mind_ with the answer than it is to draw out his
_heart_; and vice versa.

[Sidenote: Emotional and Mental Tones]

If the thought behind the objection arises principally from _feeling_,
it will nearly always be expressed in an _emotive tone_. By this pitch
of the prospect's voice you can determine whether he is speaking chiefly
from his heart or from his mind. Conversely, of course, the _mental_
objection will be pitched in the high "head" tone. One of the most
difficult features of dealing with opposition from the other man is
uncertainty as to _how much he means_ of what he says and does. It would
be a mistake to take his resistance too seriously or too lightly.
Therefore it will aid your salesmanship a great deal if you are able to
discriminate between the mental and the emotional tones in which
opposition is expressed. You can reply accordingly.

[Sidenote: The Power Pitch]

It is almost as important that you recognize _the pitch of power_ when
it reenforces the words of objection, and that on the other hand you
note when the power tone is _lacking_. In the first case you will need
to reply with considerable force, whether you appeal to the mind or the
heart of the prospect. But when his objection is stated in a powerless
tone, even though it may be accompanied by curtness or bluster, you need
not waste much force on your answering appeal to his mentality or his
emotions.

[Sidenote: Keep Ears A