When you study illustrations of the application of basic principles, do not give them merely superficial consideration. Examples are of slight value unless they suggest to you how you should use your imagination to make illustrations of your own in actual practice of the principles. Whatever your need for help in selling your services, and whatever difficulties you may have to overcome or get around, you will find in the pages of these books cues to the methods of certain success.  Evidently, however, the scope of the series of chapters must be somewhat limited.  None of the answers to the major problems of salesmanship are omitted from the contents, but you must apply and fit the given solutions to your individual necessities.

[Sidenote:  Two Bases of Objections]

Turn your thought now to the different bases of objections.  It is of the utmost importance that you know whether the obstruction is raised by the mind or by the heart of your prospect. Mental resistance can be met and overcome by ideas, by points introduced by your mind into the mind of the other man.  His heart may not be involved.  But if there is “feeling” in his opposition, it is necessary that you displace it with a different feeling toward you and your proposal.  The heart of your prospect must be turned from antagonism to friendliness, if it is involved in an objection.  Therefore when a point is made against you, decide from the evidence whether the obstacle raised has an emotional or a mental basis.  Treat it accordingly.  Use your own mind principally in dealing with the purely mental objection of the prospect.  But depend on drawing out his heart with yours if his emotions are involved in his opposition.

[Sidenote:  Mental Basis]

Suppose you have a plan about engaging in a certain business.  You have worked it out carefully and are confident that it is “a winner.”  But you need financial backing.  So you go to a man who has money, and apply to him for a loan.  He listens to your plan.  When you finish explaining, he refuses your request.  He uses the mental tone of cold business when he states his reason.  “You offer me no security.  I am not in the habit of lending money without it.”  His words and manner indicate that he has listened to your plan without the slightest feeling of sympathy for your purpose.  His emotions have not been stirred.  He is turning you down simply because his mind is opposed to the form of investment you propose for his money.  It would be futile for you to make an emotional appeal to this man, in the hope of getting rid of his mental objection.  He would be disagreeably impressed were you to attempt to stir his heart.  You cannot offer him the security he has in mind, but you need not be balked for that reason.  It is possible for you to make an appeal to his mind only, and to suggest to him ideas of security that he has not considered.