ay
would be alms given to a beggar, and not the earned prize of good
salesmanship. _Never buy success at the cost of self-respect_. To be a
successful _beggar_ is nothing to feel proud of.

[Sidenote: "Treating" At Close]

Do not attempt to "_treat"_ your prospect by flattering him at the
closing stage. Such "treating" is a tacit admission that your goods of
sale, your best qualifications, have not sufficient merit to sell at
their intrinsic value. Or you practically confess that you are not good
enough salesman to win out with just your goods and your ability to sell
yourself for what you claim to be worth. _Flattery is a call for help_.
It is like the bad salesmanship of trying to buy an order with cigars or
a dinner. Never "treat" at the closing stage, for to do so is to admit
_weakness_ when you should be your _strongest_.

[Sidenote: "No" Seldom Is Final]

Of course you should not take a first or second "No" as a _final_
answer. Even if the prospect indicates that he is inclined to decide
against you, _continue confidently to heap images in favor of buying on
the "Yes" side of the scale until you have used all the honest weight
you have to put in the balance_. He will not respect you as a salesman
if you quit at his first "No." _It is up to you to tip the scales of
decision your way_. Remember that you should not bring the other man to
the judgment point _until after you have aroused and intensified his
desire to a very great degree_. If you have made him want you at all,
you will disappoint him if you then fail to put enough weight on the
"Yes" side of the scale to win his decision to employ you.

When you receive a "No," understand it to mean, "No, that is not yet
enough ideas for buying your services." Keep right on putting weight
into the "Yes" side of the balance until it tips your way. _Do not
consider any "No" final until you have run out of both contrasting
weight and attractive colors; so that you cannot change the scales_.

[Sidenote: Stick it Out Here and Now]

If it is possible for you to "stick," don't be put off when you come to
the closing stage. _All the weighing you do at the present time will be
valueless lost effort unless you complete the selling process here and
now_. When your prospect tries to put you off, he tacitly admits your
weights are right. Otherwise he would say "No" and be done with you.
You really have won his mental decision. A continuance of skillful
salesmanship will enab