A very skillful use of tact and diplomacy is necessary to success in pointing out to a prospect something that he lacks, and your capability for filling that lack.  A man is apt to resent your “picking flaws” in his business.  He is likely to regard you as an egotist if you assert that he needs you.  You will not get yourself wanted if you make the impression that you are a critical fault-finder with “the big-head.”  Rather, you should pattern after the example of the professional salesman of goods.  In the processes of persuasion and creating desire he employs the arts of suggestion in preference to making direct statements.  He is a tactful diplomat.  Learn from his methods, as explained in “The Selling Process.”

You have come to a chosen employer, with a real service purpose; but be careful not to offend in your presentation.  Do not bring him your idea for improving his business as if it were a great discovery you have made.  He won’t like it if you open his eyes to his lacks in that fashion.  You might better suggest that while you have perceived what he needs, you have no doubt he either has seen it already or would have perceived it if his time and attention had not been engrossed by other things.  You will be liked if you so present a picture of the lack and of yourself satisfying it.

[Sidenote:  Rubbing the Prospect the Wrong Way]

You are apt to get yourself cordially disliked if you rub your prospect’s pride in his business the wrong way.

An accountant sought an opportunity to become the auditor for a manufacturing corporation.  He had gained considerable “inside knowledge” of the company’s lax business methods.  But when talking to the president he exaggerated the relative importance of these defects.  In his eagerness to impress the executive with the need for an auditor, he over-drew the danger from leaks in the company’s accounting system.  The president was exasperated.  His pride was stung.  What had been said reflected on his capability as an executive.  So he turned savagely on the accountant.

“If we’re so rotten as all that,” he snarled, “how could we make money and pay dividends?  No doubt you are right in your criticisms of our methods.  But if I had a man like you around here, continually finding fault and picking everybody and everything to pieces, the whole business would be demoralized.  The ideas you have brought to me are worth a thousand dollars, and I’ll give you my check for that, but no crepe hanger can work for me.”

[Sidenote:  Avoid Teaching]

When you present your capabilities for sale, don’t suggest that you think your prospect’s business will go to the “demnition bow-wows” if your services are not engaged. Understate the lack and your fitness to fill it.  You may be sure the employer will appreciate fully the value of the new ideas you bring, and the worth of your services.

[Sidenote:  Pope’s Rule]