e buyer
of services the idea that you are likely to be of more value as an
employee than your competitor for the place. Then you must skillfully
prompt him to accept your application.

[Sidenote: Difficult Sales Most Worth Making]

When you appreciate exactly how sales differ in the degrees of effort
necessary to close them, you will realize the wisdom of preparing to
sell your particular qualities and services _with full comprehension of
all the difficulties commonly met_ by candidates for desirable
positions.

Countless men have died failures because they used throughout their
lives only the first or second degrees of effort. Consequently all their
attempts to get good jobs were futile. The non-success of millions of
other worthy men has been due to their use of no more than the third or
fourth degrees of selling effort.

[Sidenote: Sales of The Fifth Degree of Difficulty]

Sales of the fifth degree of difficulty sometimes demand knowledge and
skillful use of the entire selling process. _They are the sales most
worth making._ The applicant for a new position or for a promotion is
_certain to succeed_ in his purpose if he knows how to complete a sale
of the true idea of his best capabilities. In order to do this he must
control the _weighing process_ of the buyer; and be skillful in
_prompting acceptance_ of his "goods of sale."

When you _master_ and reduce to _every-day practice_ the fundamental
principles you can learn from this set of books, you will be assured of
making a successful average in handling sales of the fifth degree of
effort.

They are sales of the kind the _professional_ salesman makes with
complete confidence every day. _His_ methods, applied to the marketing
of _your_ goods of sale, will work such wonders for you that you soon
should build up self-confidence equal to the matter-of-fact assurance of
the master salesman of clothing, insurance, and other _materials_ of
sale. He _knows_ when he begins a season or starts on a trip that he
will make a good batting average.

[Sidenote: Desired Results In Selling]

Comprehend, further, exactly what _results_ are desired by the skilled
salesman whose work is based on scientific principles.

The _immediate_ results desired are:

First, _confidence_;

Second, _acceptance_ of the ideas brought by the salesman.

One who is unfamiliar with the scientific principles underlying the
skillful practice of the right selling process is unlikely to real