Let us dig into what Ward did, and find the “essence” of his salesmanship in the ways and means he employed to assure his two “entrances,” to the presence and into the mind of the executive. He was successful principally because he made the impression that he had come with a purpose of rendering real service to the other man. His plan of approach assured him the opportunity he wanted because it was designed to serve the head of the department in his need for particular capabilities. Very rarely will any one refuse a needed service. So, coming with a purpose of service, Ward made certain in advance that he would be welcomed to his opportunity.  The essence of a successful plan of approach to the mind of any prospect is a carefully thought-out idea of how to supply him with exactly what he lacks.

Just as the service purpose well planned is the key to the door of a man’s mind; so is it the “Open Sesame” to his presence.  Plan how to bring to the attention of a prospect your real service motive in coming to him, and how at the same time you can indicate to him your capabilities; then you will be as sure as was my ingenious acquaintance that no office door will long remain closed to you. You only need to use the processes of the master salesman to gain any chance you want. You will succeed almost always in your immediate object; and if you are unsuccessful in your first or second sales attempt you will be absolutely certain to get some other good opportunity very soon.

[Sidenote:  Make a “Vacancy” For Yourself]

It is not necessary to wait until the employer for whom you have chosen to work advertises a job.  You should plan ways and means of gaining an entrance into his business organization, regardless of any “vacancy” he may have in mind.  Plan exactly how you can serve him.  Prospect for a need that he may not realize himself.  Afterward work out a particular method of showing him clearly what he lacks, and that you are the man to fill the vacancy you yourself have discovered and revealed to him.

An elderly man who was down on his luck and who, on account of his grey hair, had been unable to get various kinds of work he had sought, devised a novel plan of approach that gained him a coveted chance in a big department store.  He came to the main office and reached the sales manager without difficulty by appearing to be just a customer of the store.  Then he whisked from under his coat a pasteboard sign on which he had printed, PORTER WANTED—­TO KEEP SIDEWALK CLEAN.

“I’m after that job, sir,” he explained his presence.

The sales manager waved the old man away.

“You’re in the wrong place,” he said curtly.  “Employment office is on the top floor.”

“I made the sign myself,” the applicant declared, standing his ground.  “The employment manager—­you—­no one in this store has realized, I think, how filthy your sidewalk is.  If you will come down with me and look at it, I’m sure you will want to have it cleaned and will instruct that I be given the chance.  It is hurting your sales, as it is now.  Kept clean, as I would keep it, it would be a fine advertisement of the store’s policies, and would help sales.”