izing Up The Buyer;
6. Gaining Attention;
7. Awakening Interest;
8. The Creation Of Desire;
9. Handling Objections;
10. The Process Of Decision;
11. Obtaining Signature or Assent;
12. The Get-Away That Leads To Future Orders.

[Sidenote: Five Degrees of Effort]

Another element of necessary knowledge about the selling process is the
classification of sales according to the five degrees of effort required
to close them.

1. A sale completed by response to the mere demand of the buyer.

_Example_--While a street car strike is on you are driving, an
automobile down town. A man in a hurry to catch a train stops you and
says, "I'll give you two dollars to take me to the station." You
transport him in response to his call for your services.

[Sidenote: Distinguish Degrees of Effort]

2. A sale completed by the buyer's acceptance on presentation only.

_Example_--A man is walking along a country road in the summer time. He
sees a sign in the door-yard of a farmhouse; BERRY PICKERS WANTED. He
presents himself as a candidate and the farmer at once engages his
services.

3. A sale completed immediately after a desire of the buyer has been
created by a definite, intentional effort of the salesman.

_Example_--A man out of work wants a job that will employ his physical
strength. He encounters three men who are struggling to load a very
heavy box onto a truck. He takes off his coat and proves his strength by
the ease with which the box is lifted when he helps. He inquires which
of the three men is the truck boss; and asks for a job. He is hired
because he has made the boss want the aid of his strength in handling
heavy loads.

4. A sale completed only after persuasion of the buyer.

_Example_--Assume that the truck boss in the next preceding illustration
refuses at first to hire the applicant who has demonstrated his
strength. It is necessary then for the man out of a job to talk his
prospective boss into the idea that he needs a fourth man in his gang.

5. A sale completed only after a decision by the buyer as to the
comparative benefits of purchasing or of not buying.

_Example_--You and another candidate apply for the same position in an
office. You appear to be about equal in capability. The employer "weighs
you in the balance" against the other applicant. This is a sale
requiring the fifth degree of effort. Manifestly you will need to use a
very high quality of skill to get into the mind of the prospectiv