You can be phenomenal at selling by means of the senses. You would not buy a watermelon, if it were shaped like a tin dipper, or if it were as small as a lien's egg, because your senses of motion and direction tell you that its shape and form and size are not right. And, you refuse to buy the watermelon which sounds like lead when you tap it, because your sense of sound tells you that it is not ripe.

I buy by use of my senses. So do you!

The other day, a coffee salesman tried to sell me a certain brand of coffee. He talked at length, asserting that it would make a coffee beverage possessing body, taste, and aroma. He was a good talker, and I believe he was sincere. But, when in coffee countries, I had been taught how to judge the age of coffee by the sense of smell, and I refused to buy it. A half hour of words could not convince me that the coffee was fresh.

When you are buying a shirt, you feel its material between your thumb and finger; and, if your tactile sense tells you that the shirt is made of cloth as rough as cotton, and if your pressure sense tells you that its fiber is hard as pig's bristles, you refuse to believe that it is a silk shirt, even though the shop keeper positively assures you by means of words that the shirt is pure silk and all silk.

Words are valueless when contradicted by the action of your senses.

You buy because of the action of your senses.

So does every other person in the world.

Since you buy because of the action of your senses, and since the other person buys because of the action of his senses, why depend on sales talks? If you desire phenomenal success as a salesman, lead the other person to use his senses. As a human being, he buys for the same reason you do-by conviction determined by sense action.

Your words will count for nothing with any intelligent man, unless your words are backed up by use of the right senses. But, you can-if you know how to use this means -lead the other person to persuade and convince himself by his use of his own senses.

Use of the senses always succeeds!

Think it over; action is more effective than tones; tones are more powerful than words; words are the least important and the least effective. Why depend on sales talks which are usually tiresome to the prospect, when it is easy to sell by interesting action of the senses?

Of course, use all means: words, plus tones, plus action of the senses, plus posture, plus movement.

A sales talk often fails.

When the senses are used in selling, success is always certain-not only in the sales-work of large corporations, but also in the sales of individuals who are out "on their own."

To quadruple your sales, cut down your sales talk 97 per cent, and devise means which make it necessary for the prospect to use his special senses.

Yes, it is true that opportunity comes only once to your door.

But, since it comes at birth and stays throughout life,

You can grasp its hand at any moment, and bid it enter!

-BROWN LANDONE