C HAP T E R O N ETH E STREAM OF T H OU GH T I N TH E SALESuccessful selling demands psychological point
o f View. A sal e i s a n in te ra c tion b e twee n two
peopl e wh o a re exch angi n g ec onomic goods.
Thi s i n te rac tio n consists of a se rie s o f ch an ge s
o c c urring i n bo th b uyer an d sell e r. Th e l a te
te r m akes c ertain m ove s wh ich cal l for th re‘
spo nsive m ovem ent s from th e fo rm e r.
Th e moves m ade by th e selle r m ay c onsist
of va rio us th ings : display o f go od s ; verb al
desc rip ti on s ; pi ct ure s ; even th e p roffe r o f a
f ri endly ci ga r. Th e responses o f th e b uye r
m ay b e e qually va riabl e : enteri ng a sto re for
a box of can dy displ aye d in t h e window ;
reachin g in t o th e p ocke t for a c oin ; sending
fo r a c a talog ; dispa tching a w ri t te n o rde r.
In th e ligh t of such va ri abl e c onditions w e
m us t rec ogniz e a s form s of sel lin g : adver
tising, window display, sal es c orre sp onde nc e
a n d pe rso nal sale sm ansh ip. Al th ough eac h
o f the se m ode s o f sellin g ha s i t s p ec ulia r
p robl em s an d m e th ods, all h ave on e ai m in
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