[Sidenote:  Plan Approach To Fit the Particular Man]

When planning his approach, the master salesman combines his earlier work of preparation and his prospecting.  He re-organizes in his mind all the information he previously has gained for his own benefit.  Now he reviews his knowledge from the standpoint of the prospect.  He plans to use what he has learned in the ways that seem to him most likely to fit the mentality, impulses, feelings, conditions, and real needs of the man he wants to influence to accept his proposition.

Having thus planned to fit his knowledge to an individual prospect, the skillful salesman arranges constructively in his own mind particular, definite points of contact with the mind of this one other man.  He plans restrictively.  That is, he works out only the approach ideas that are likely to fit the characteristics of the certain man on whom he intends to call.  He also discards ways and means that are not especially adapted to this prospect.

[Sidenote:  Different Effects on Different People]

Of course the master salesman purposes to make the best possible impression always; but he recognizes that words, tones, and actions which would create a favorable impression on one prospect might make an opposite impression on another.  For instance, a jolly manner and expression help in gaining an entrance to the friendly consideration of a good-natured man, but would be likely to affect a cynical dyspeptic disagreeably.

The intelligence and skill used by the master professional salesman of goods in planning ways and means to gain his sales chances, can be used in the same way just as effectively by you when planning your approach to the presence and mind of any one related to your opportunities for success.  Before you apply for the job you want, or before you present your qualifications for promotion or an increased salary, make in advance a discriminative selection of ideas that will be likely to prove most effective in accomplishing your purpose with your employer prospect.  Then, when you interview him, restrict your presentation of your case to these discriminatively selected strong points of your particular capability.

[Sidenote:  Contrast Selfish and Service Purposes]

You should suggest contrasts between yourself and ordinary job seekers or employees.  When you present your qualifications for a promotion or for a raise, you will be sure of succeeding if you are able to get across to your employer’s mind the true idea that your services in the future may be different and deserving of more reward than the services for which you have previously been paid.