The old man’s plan of entrance gained him his initial opportunity.  He swept the sidewalk only two weeks.  Then the sales manager made a place for him behind a counter, where he is serving customers with satisfaction to-day.

[Sidenote:  Distinguishing Characteristic Of Masterly Salesmanship]

You will recall that in a previous chapter the ability to discriminate was stated as the distinguishing characteristic of masterly salesmanship.  The ability to perceive differences, and skill in emphasizing them, will assure success in selling either ideas or goods.

The discriminative-restrictive study of anything is certain to give one a much clearer and more definite understanding of it than could be secured by a study of its likeness to something else.  If, when describing two people, you compare their points of resemblance, you do not paint a clear picture of either.  But if you restrict your comments to the differences in their features, you will portray a pretty definite mental image of each.

[Sidenote:  “Different” Ways Win]

You have been given several examples of ways and means to gain an entrance into the presence and into the mind of an employer.  You will note that each applicant restricted his plans of approach to methods that were entirely different from those ordinarily used in getting a job.  The purpose of the salesman in every case was to bring out the difference between him and competing candidates for the situation.  The selling processes described were successful because discriminative-restrictive principles of skill were employed to bring to the attention and interest of the prospect the service capabilities of the one applicant, in distinction from all others.

When you plan to gain the chance you most want, you can assure yourself of success if you will work out in your own mind how to do something effective that is different from the methods commonly used in attempts to gain opportunities, and that will impress your real service purpose in applying for your chance.

First think out clearly what the other man needs.  Distinguish exactly in your thoughts between what is lacking in his organization, and what he already has.  Then when planning to gain an entrance to the presence and the mind of your prospect, restrict your thoughts to ways and means of indicating and suggesting that you know precisely what service is wanted.  Prepare to show him that you don’t have merely a vague, indefinite idea of a job like other jobs.  Plan to indicate that you are not just about the same as ordinary men who apply for positions.  Be ready to make the first impression that you are a particular man with individual ideas and distinctive capability.  If you can prove that, you will be certain to gain your chance through good salesmanship of the true idea of your qualifications.