[Sidenote:  Four Essentials of Good Approach]

It is evident from what has already been outlined that to make a successful approach one needs particular qualifications.  There are four essentials:  First, mental alertness in perceiving; Second, good memory for retaining the impressions received; Third, constructive imagination in planning the approach; Fourth, friendly courage in securing an audience and in making the actual approach to the mind of the other man.

All your senses must be wide awake if you are to perceive every point of difference that can be used effectively to sell your particular ideas in contrast with ordinary ideas.

It is necessary not only that you see distinctions clearly, but that you be able to remember them instantly, when you need to use them in selling your ideas.

You cannot make any certainly successful plan to deal with a future possible chance unless you cultivate your power of imagination by working out in advance every conceivable situation that may be anticipated.

And all your other capabilities in gaining your chance will be of no avail if your purpose meets resistance; unless you are equipped beforehand with friendly courage, the kind of real bravery that is likable.

[Sidenote:  Genius]

It is highly important to your success that you be able to make the impression that you are a person of genius.  Genius, analyzed, is no more than the exceptional application of natural ability to doing work.  Application demands complete attention.  Attention leads to discrimination.  Discrimination concentrates, of course, upon the recognition of differences.  And differentiation depends principally upon sense training in alertness.  Unless a sense is very keen, it cannot make distinctions sharply. So we get back to the primary necessity of developing all your senses and of keeping them wide awake to perceive and act upon chances for success.

[Sidenote:  Memory]

Your discriminative power of perception will be well-nigh valueless to you, however, if you are unable to recall whenever needed, all the points of difference possible to utilize in your salesmanship.  Therefore you should train your memory.  We will not enlarge just now upon this factor of the process of making success certain; because in previous chapters and also in the companion book, “The Selling Process,” the right methods of developing a good memory are indicated.

[Sidenote:  Constructive Imagination]

The value of constructive imagination, not only in planning your entrance to the physical presence and into the mind of the prospect, but all through your salesmanship, cannot be over emphasized.  If you are to gain your chance with another man, you must be able to see imaginary future situations, through his eyes.  In advance of your interview it is necessary that you imagine yourself in his place when a caller like yourself is received.