would be a great trip for Anne and thrilling for all of us. We all concurred.’
This same psychology was used by an X-ray manufacturer to sell his
equipment to one of the largest hospitals in Brooklyn. This hospital was building
an addition and preparing to equip it with the finest X-ray department in
America. Dr. L – , who was in charge of the X-ray department, was
overwhelmed with sales representatives, each caroling the praises of his own
company’s equipment.
One manufacturer, however, was more skilful. He knew far more about
handling human nature than the others did. He wrote a letter something like this:
Our factory has recently completed a new line of X-ray equipment.
The first shipment of these machines has just arrived at our office.
They are not perfect. We know that, and we want to improve them.
So we should be deeply obligated to you if you could find time to look
them over and give us your ideas about how they can be made more
serviceable to your profession. Knowing how occupied you are, I
shall be glad to send my car for you at any hour you specify.‘I was surprised to get that letter,’ Dr. L – said as he related the incident before
the class. ‘I was both surprised and complimented. I had never had an X-ray
manufacturer seeking my advice before. It made me feel important. I was busy
every night that week, but I cancelled a dinner appointment in order to look over
the equipment. The more I studied it, the more I discovered for myself how
much I liked it.
‘Nobody had tried to sell it to me. I felt that the idea of buying that
equipment for the hospital was my own. I sold myself on its superior qualities
and ordered it installed.’
Ralph Waldo Emerson in his essay ‘Self-Reliance’ stated: ‘In every work of
genius we recognise our own rejected thoughts; they come back to us with a
certain alienated majesty.’
Colonel Edward M. House wielded an enormous influence in national and
international affairs while Woodrow Wilson occupied the White House. Wilson
leaned upon Colonel House for secret counsel and advice more than he did upon
even members of his own cabinet.
What method did the Colonel use in influencing the President? Fortunately,
we know, for House himself revealed it to Arthur D. Howden Smith, and Smith
quoted House in an article in The Saturday Evening Post.