The tensity or laxness of your muscles when you are in the presence of a prospect will suggest to him very diverse ideas.  Both tensity and laxity of muscles can be used to good effect in selling.  Your muscles should appear somewhat tense when you are presenting ideas, in order to make the impression that your mind is fully active.  Conversely, by normal relaxation of your muscles when you are listening, you suggest the receptivity of your mind and your entire readiness to take in ideas from outside.  When you show your muscles are relaxed, you also indicate that you are perfectly at ease and unafraid of objections or criticism.  If you were to sit tense under criticism, you would suggest that you felt the necessity of fighting back.  But you disarm disparagement of your capabilities when you appear entirely at ease while you listen.

[Sidenote:  Introduction To Study of Sales Art]

The brief outline in this chapter of fundamental principles of selling skill, and of the methods by which ideas may be conveyed through artistic suggestion, is just an introduction to your study and comprehension of the successive steps of salesmanship practice which are to be analyzed in the remaining chapters of this book.  The limitations of our present space have made it impossible to do more than summarize here the chief factors of art in selling ideas.  You will need to master the remainder of the book in order to amplify and to apply most effectively in practice the general principles and methods that have been outlined.

Surely you now are convinced that skill in selling is not a vague mystery, not a natural gift, not something impossible for you to attain.  Every element of sales art can be analyzed in detail.  You are learning exactly how to sell the true ideas of your best capability.  Practice of what you learn will perfect your salesmanship.

[Sidenote:  Success Certain]

There is absolutely no doubt that you can master the right principles and methods.  By continual practice you surely can become skillful in their daily use.  When you make yourself adept in the art, you certainly will be able to sell your particular qualifications successfully.

CHAPTER IV

Preparing to Make Your Success Certain

[Sidenote:  Be Ready When Your Chance Comes]

Thousands of men have failed in life because they were not ready when their best chances for success came.  Some of these golden opportunities slipped away unrecognized.  Others, though perceived, could not be grasped.  The men to whom they were presented had not prepared to hold and use such chances whenever they might arrive.

If you would make your success a certainty, you must get all ready for it in advance.  Then you will not be taken unawares when you find your big chance.  If you are thoroughly prepared, you will sight it quickly, realize its full value, and seize it with complete confidence in your ability to make the most of it.