The Mind of the Buyer

(^168) T H E M IN D O F TH E B UY E R
fluence of suggestion s a s i s th e b uye r. Co n
seque n tly i f h e wish e s to p erform a c ertai n
a c t, l e t him p ut int o his own min d th e ide a
of t h e a ct, following th e l aws o f suggestion
lai d down in th e foregoing. Alm os t every
suc ce ssful sal esman c oul d gi ve sta rtli ng p roof
of th e pow e r of a uto - suggestion in hi s ow n
life. In m a kin g use of it h e avoids n ega tive
sugges tio n by ba nishing from his mind an d
c onversa tio n all th ough ts o f fail ure. He
n erve s hi mself for a n imp ortan t in terview by
positive suggestions such a s, “ I will win.
H e em pl oy s direc t suggestion by a sserting,
“ My goods c om e up to every claim I m ake fo r
th em ” H e gi ve s h imsel f i ndirec t a ut o- sug
gestion s by straigh tenin g his spine, squa ring
hi s sh oul ders, a nd whistlin g— all signs o f
strength a n d coura ge. In b rief one o f th e
m os t import an t l esson s th e selle r may take
away from this ch ap te r i s th e th ough t th a t
suggesti on will op era te up on himsel f a s well
a s up on th e b uye r.