“I propose to bring in the outside viewpoint for the study of your office system, with the expectation of suggesting possible improvements.  I want to introduce fresh blood, and yet to become part of your organization family.  It is sound business for you to engage me because I am from the outside.  You need an auditor of your operations as much as an auditor of your accounts.”

This view of the matter had never been presented before to the employer.  It won him over to the proposal.  The new man broke in where every preceding applicant had failed.

[Sidenote:  Apparent Objections]

Thus far we have considered actual obstructions, real blocks in the salesman’s way.  Now let us turn our attention briefly to obstacles that are only apparent, to resistance that is but a feint.

Your prospect may try to put you off.  Or perhaps he will attempt to evade uttering a downright refusal, and instead will make some sort of an excuse for not doing what you wish.  If you dignify these artificial or merely apparent obstacles by treating them as real obstructions, you will hinder your own progress toward success.

[Sidenote:  Danger of Losing Ground Gained]

You have secured your chance to present your services for purchase.  You have made real progress toward the successful accomplishment of your ultimate purpose. Nearly always if you let yourself be put off for any reason, without making a definite advance toward your final goal, you will lose some of the ground already gained. When your prospect attempts to evade the issue by making an excuse or by postponing further consideration of the subject, he tacitly admits that your position is strong.  But if you have to start the selling process all over again at another time, if you let him put you off when your position is strong, you will be weaker when you attempt to resume your sale.

[Sidenote:  Do One of Two Things]

Should you be put off, do one of two things. Either disregard the evasion entirely and go straight ahead with your selling process; or, if you consent to the postponement or evasion, take advantage of your strategical position of strength to make a definite advance toward the accomplishment of your purpose.  For examples of the two methods let us consider suppositious cases.

[Sidenote:  Driving Ahead]

Your prospective employer might say, “I’ll think over your application.  Come in next week and I’ll let you know my decision.”  You can handle this evasion effectively by going directly ahead and proposing, “I am perfectly willing that you should think over my usefulness to you, but during the week you are considering me for future employment, let me actually work on the job.  If you decide that you don’t want to keep me, tell me so at the end of the week and there will be no charge for my time.” You will be driving straight toward your goal, not even pausing when he attempts to put you off.