[Sidenote:  Avoid Over-Emphasis]

At this stage of the selling process it is not wise to plunge ahead fast.  Do not go to the extreme on any subject that you find is interesting to your prospect.  His interest may be mild, and he might be prejudiced if you seem to display excessive concern about something that he considers of minor importance.  I recall the experience of a man who was complimented on keeping an appointment to the minute.  He over-emphasized the virtue of punctuality and irritated his prospect, who was not always on time himself.  The job went to another applicant.

[Sidenote:  Moderate Attitude]

Be moderate in your attitude when you work to secure the beginning of interest, lest you raise an obstacle in your path.  Until you are sure you have won a considerable degree of interest, you cannot lead strongly in any direction without running the risk of losing some of the advantages you have gained.  Therefore at the interest stage proceed warily.  “Watch your step.”

[Sidenote:  Hobbies]

Be especially careful not to gush over a hobby of your prospect, in which his interest may not be so great as you suppose. Hobbies are dangerous.  Don’t harp on one.  It requires consummate art to show enthusiasm about another man’s hobby without arousing his suspicions regarding your sincerity.

[Sidenote:  Art of Knocking and Winning a Welcome]

Throughout the various steps of the selling process, salesmanship is an art.  The art of knocking at the door of opportunity and of winning the invitation to come in lies in making favorable out-of-the-ordinary impressions in unusual ways.  The salesman himself, his methods of presenting his services for sale, and his qualifications—­all should stand out distinctly, and make impressions of his individuality.  He should not seem like a common applicant for a position, but should suggest to the prospective employer that he is a man of uncommon characteristics and especial capability.

[Sidenote:  The Process And Effects]

That is the way to make a good impression.  Such an impression of an extraordinary personality first affords pleasure, then excites a degree of admiration, and next arouses a certain amount of curiosity that is nearly akin to interest.  If you please your prospect in your initial impression on him, he will like you and begin to feel personal concern about your application.

[Sidenote:  Analyze, Discriminate, Restrict]

In order to qualify yourself for taking this step of the selling process effectively hereafter, analyze the impressions you make now.  Discriminatively select the good and bad details.  Then restrict your future practice in perfecting the art of inducing interest, to the development and use of your pleasing qualities only.

[Sidenote:  The Interesting Opening]