e all there is in this set
of books. When you re-study the successive chapters, the details you may
at first understand but vaguely in a disconnected way will be clear. You
will comprehend them as various elements of salesmanship which must be
fitted together to complete the process of selling.

Thus far in the present chapter we have been considering principally the
"goods of sale." We have been looking at our subject from the
_material_ aspect. Now let us turn our attention to the mental view of
sales.

[Sidenote: Mental Nature of Selling Process]

In the effective selling process the skilled salesman is able to be the
_controlling_ party. _He makes the other man think as he thinks_. As has
been stated repeatedly, he sells _ideas_, not goods. So the _real
nature_ of any sale is mental, not material. You must "deliver the
goods" to the _mind_ of the man to whom you wish to sell your best
capabilities. You should use the same process as the professional
salesman, who works to control the _thoughts_ of his prospect regarding
the line of goods presented. Hence when you plan to make sure of getting
a desired position, it is necessary that you know _exactly how_ to put
true ideas about yourself into the head of the person whom you have
chosen as your prospective employer. Further, you need to know
_precisely what_ psychological effects you can secure with certainty by
using skillful salesmanship.

[Sidenote: Three Sales Mediums]

Ideas of your best capability may be sold through three
mediums--advertising, correspondence, and personal selling. Take
advantage of all three, wherever and whenever possible, to gain your
chance for success. Use these mediums with _real salesmanship_.

[Sidenote: Advertising]

If you advertise for a position, think out in detail the impression of
your true best self that you wish to make on the minds of readers. Put
_your personality_ into the advertising medium in such carefully
selected language as will reach _the needs of particular employers_, and
will not appear to be just a broadside of words shot into the air
without aim. Indicate clearly that _you_ are not seeking "any old job so
long as the salary is good." Analyze and know _just what_ you suggest
about yourself in print. Many a successful business man has sold himself
through the door of his initial big opportunity by real salesmanship in
his advertisement of his capabilities.

[Sidenote: Correspondence]

Each letter you wri