esire Grow]

Dispose of each objection in such a way that you will get yourself
wanted more and more as you remove or get around the obstacles
encountered. _The prospect's desire for your services should grow in
proportion as you overcome his opposition._ It is possible to use
objections, or rather their answers, to strengthen your salesmanship so
greatly that it will be easy to gain your object--the job or the
promotion you seek.

[Sidenote: Hard Climb Leads to Supreme Heights]

Therefore do not quail from the obstacles you meet. Recognize in each an
opportunity to succeed in demonstrating your capability; a chance to
increase the respect, confidence, and liking of your prospective
employer. _Remember, if there were no difficult, steep mountains to
scale, the supreme heights of success could not be gained._ So, with
shining face, climb on and up undaunted!

CHAPTER XI

_The Goal of Success_

[Sidenote: "Nearly Succeeded" Means "Failed"]

After an applicant for a position seems to have the coveted opportunity
almost in his grasp, he is sometimes unable to _clinch_ the sale of his
services. He does not get the job. His failure is none the less
_complete_ because he _nearly_ succeeded. _No race was ever won by a man
who could not finish._ However successful you may have been in the
earlier stages of the selling process, if your services are finally
declined by the prospective employer you have interviewed, your sales
effort has ended in failure.

When one has made a fine presentation of his capability, and therefore
feels confident of selling his services, it shocks and disheartens him
to have his application rejected. "It takes the starch out of a man." He
is apt to feel limp in courage when he turns his back on the lost chance
to make good, and faces the necessity of starting the selling process
all over again with another prospect. It is harder to lose a race in the
shadow of the goal than to be disqualified before the start. The
prospect who seems on the point of saying, "Yes," but finally shakes
his head is the heart-breaker to the salesman.

[Sidenote: Making the Touch Down]

Of course, as you have been reminded, even the best salesman cannot get
_all_ the orders he tries to secure. _But he seldom fails to "close" a
real prospect whom he has conducted successfully through the preliminary
steps of a sale._ Each advance he makes increases his confidence that he
will get the order. The master sales