pect will be impelled to _imitate_.

[Sidenote: Impelling Imitation Of Action]

For example, when you apply for a position, and have completed the
process of weighing the points in your favor in contrast with the less
weighty reasons for not employing you, lean forward slightly in an
attitude of easy expectancy. _The prospect's mind will be inclined to
imitate your physical act_. He will lean toward acceptance of your
services. Your act will tend to bring you together. Your magnetism will
draw his.

Or you might extend your hand. He will have an impulse to reach out his
in turn. It is natural for a man to take a hand that is courteously
offered. The moment after you reach toward the prospect say, "Let's
shake hands on it." Once his fingers start moving toward yours in
imitation of your action, it will be easy for him to commit himself.

[Sidenote: Five Essentials Of Good Close]

Now let us review the essentials of good salesmanship in closing, which
we have been analyzing. We can summarize under five divisions the entire
process of completing a sale most effectively and with the practical
assurance of success.

First, _the salesman must have definite, certain knowledge that the mind
of the prospect has reached the closing stage_; that it is time to _end_
the "testimony" and to _begin_ weighing the evidence. If the salesman
has kept control of the selling process throughout all the preceding
stages, he will know when the selling point is reached, _for he will be
there himself_, with the prospect he has "safely conducted" thus far.

Second, at this "right time" it is necessary to _change former sales
tactics promptly_, and to _start contrasting_ the affirmative and
negative ideas that have previously been brought out.

Third, the salesman should weigh these contrasting ideas so _vividly_
that the mind's eye of the prospect will _see_ the scales and _perceive_
the greater weight on the "Yes" side, _as the salesman pictures it_.

Fourth, it is important that the salesman _color_ the affirmative
ideas very _alluringly_, and increase the contrast by painting
_unattractively_ everything on the negative side of the scale; so
that "No," besides appearing much _lighter_ than "Yes," will seem
_uninviting_.

Fifth, the selling process should be brought to a climax by the
salesman's _suggestion_ or _imitation_ of some _act_ designed to
_commit_ the prospect to _acceptance_ in an _easy_ way.

[Sidenote: Unbalancing The P