[Sidenote:  Desired Results In Selling]

Comprehend, further, exactly what results are desired by the skilled salesman whose work is based on scientific principles.

The immediate results desired are: 

First, confidence;

Second, acceptance of the ideas brought by the salesman.

One who is unfamiliar with the scientific principles underlying the skillful practice of the right selling process is unlikely to realize that the first sales effort should be concentrated on winning the prospective buyer’s confidence in the salesman and in the goods of sale.  Failures in selling are often due to the fault of the salesman who works primarily for but the second of the immediate results to be desired; the acceptance of his proposition—­the acceptance of his personal capabilities and services, for instance.  He neglects, as a preliminary to securing acceptance, to gain the confidence of the other man.  When you undertake to sell your particular good qualities and your services to a prospective employer, do not make the mistake in salesmanship of omitting the process of first winning his belief in you.

[Sidenote:  Repeat Sales]

Besides the two immediate results desired by the skillful salesman, there is a permanent result to be worked for—­an enduring consequence desired from the present gains made.  That permanent result wanted is the opening of other opportunities for future sales.

Complete success in life is not assured when the original sale of one’s best capabilities is closed successfully.  Gaining the initial desired chance does not make it certain that one will succeed in his entire career.  The first sale is faulty if it does not include a lead to future opportunities “to deliver the goods.”

The right selling process is continuous.  Where one sale ends, another should be already started.  A great many failures of capable men can be ascribed to short-sighted concentration on immediate chances. One who would make certain of the success of his whole life must ever look ahead to the next possible opportunity for the sale of the true idea of his best capabilities, meanwhile making the most of his present chance.

[Sidenote:  Service Purpose In Selling]

In order to get the right viewpoint for further study of the selling process, you, the salesman of yourself, need to comprehend clearly the fundamental purpose of all true salesmanship. It should be the service of the buyer in satisfying his real needs.

Few salesmen know what sales service is, and how it should be rendered.  Service is the very soul of the certain success selling process.  Service must be studied as a purpose until the principles underlying the fullest satisfaction of the buyer’s real needs are mastered, and all false misconceptions of service are cleared away from the salesman’s idea of his obligation to the purchaser of his goods of sale.