Beware of a mistake commonly made by applicants for positions who do not understand the art of successfully closing the sale of one’s services.  When they try to clinch the final decision, they just repeat strongly all their best points.  They make no mention of their shortcomings. For dessert, in other words, they serve a hash of the best dishes of previous courses.  Is it any wonder that such a close takes away any appetite the prospect may have had?

What would you think of a lawyer who had closed his case by simply reading to the jury all the testimony that had been given on his side, but who had made no reference to the opposing evidence?  If you were a juror, would you vote for a verdict in favor of the side so summed up?  Of course you would have heard the testimony of both parties to the case, but you would not feel that the lawyer who ignored the evidence against his client had helped you to arrive at the conclusion that he had the preponderance of proof on his side.  On the contrary, you probably would be inclined to attach to the opposing evidence greater weight than the facts justified, and would discount whatever the lawyer claimed for his client.  You, yourself, would act as weighmaster; and would give the other party to the suit the benefit of any doubt in your mind as to the contrasting weights of the testimony pro and con. The lawyer’s failure to weigh all the evidence before your eyes would make the impression on you that his view of the case was unfair to his opponent. If you felt at all doubtful, you would be likely to vote against him in order to make sure that the other side received a square deal.

[Sidenote:  Weigh Both Pros and Cons Before Jury]

The jury that is to decide favorably or unfavorably on your application for a position will feel similarly inclined to reach a negative conclusion if in closing you omit the process of weighing the pros and cons, and emphasize only your strong points. It is good salesmanship to stress these at the finishing stage, but they should be pictured in contrast with lighter objections to your employment.  In order to convince the prospect that the reasons for employing you outweigh the reasons for turning you down, you must show his mind both sides of the scale.  If you fail to do this, his own imagination will do the weighing and is certain to bear down with prejudice on every point against you.  It will also depreciate your view of the points in your favor.  The other man will make sure that he is getting a square deal on the weights, since he will believe you, too, are looking out only for Number One.

[Sidenote:  To Make Certain Do The Weighing Yourself]