Comprehend that preparation in salesmanship is necessary, whatever vocation you choose.  Mastery of the selling process is absolutely essential if you would assure your success in any field of ambition.  Not only must you perceive opportunities to succeed, but you also must know how to sell yourself into the chances you see.  No matter how much particularized knowledge you may acquire in preparation for a selected career, your success will not be assured until you are able to sell your capabilities to the best advantage.  You can neither perceive all your possible selling opportunities, nor make the most of them when seen, unless you learn the selling process and develop skill in the actual sale of the best that is in you.

Broad, varied knowledge is required as the foundation for certain success.  It cannot be built on a narrow or limited base.  Evidently, however, exactly the same amount of knowledge possessed by two men would not make them equally successful.  As already has been emphasized, success is not assured by the mere possession of knowledge, but by the effective ways in which elements of knowledge are fitted to opportunities.

[Sidenote:  Abstract And Applied Knowledge]

Your abstract knowledge may be valueless.  In order to succeed certainly you must connect the things you have learned with particular people in particular fields of activity.  When you have developed the power of relating your individual ability to every imaginable use, your mental eyes will be opened to many opportunities for success that you otherwise might never perceive.  Such an association of what you know and can do with the various ways your capabilities might be utilized will tremendously augment your self-confidence.  When you realize in how many ways it is possible to use your especial talents, you will not be likely to doubt your own worth.  You will offer your qualifications for sale with complete faith in their value to prospective buyers.

[Sidenote:  Insurance Against Undervaluation]

Thorough preparation in comprehension of values is the salesman’s best protection against a personal inclination, or an outside temptation, to cut prices.  If your preparation for your chosen career has been limited to gaining knowledge, and you have not studied its true worth to every imaginable prospective buyer, you will be apt often to offer your services for far less than their full value.  Conversely sometimes you will be likely to think your services are worth more than they really are.  You may fail to close sales because your price is too high.  A pre-requisite of good salesmanship is the right price. If your preparation for selling your services has been thorough, you will realize the exact worth of your knowledge and skill.  You will neither suggest inferior value by quoting a cut price on your capabilities, nor demand so much as to indicate the characteristics of displeasing egotism or greed. If you know what you are truly worth, you will make the right price on your real value. Then your self-confidence in your worth will lend you power to convince the other man that your services would be a good “buy” for him.