The Mind of the Buyer

(^86) T H E M I N D O F THE BUY E R
tions in e nlistin g th e in tere s t o f c ertain
p ers on s. Wh e n a h ospit al de sire s to sec ure
a weal thy pa t rones s i t pla c es h e r on th e B oa rd
of Di rec tors ; th en o n s om e i mp orta n t c om
mittee. A s sh e b usie s he rsel f with th e ad airs
of th e instituti on sh e bec om es int e rest ed in i t,
a n d soo n m ake s the h o ped-fo r fi na ncial con
tributio ns.
Oppo rtuni tie s fo r th e utilizati on o f th i s
p rescription a re nume rous enough i n direc t
pe rs onal selling. Th e sa le sma n may i nduc e
th e b uye r to fe el the t extu re of th e silk, take
a ri de i n the
'
auto mobil e, try th e pian o. A
p ertinen t exam pl e i s give n in this de sc rip tion
o f th e m eth o d empl oye d by sal esmen sent ou t
to i nt roduc e a n ew co oking p roduct to th e
h ousewive s o f the c ount ry
The canvasser knocked at the door of the house. When
the door was opened, the canvasser immediately removed
his hat, placing it o n the floor o f the piazza or o n the rail
i f o ne were handy. U sing a set phrase such as : ‘Madam, I
am here to show yo u Crisco, the new sho rtening,’ he o ffered
her with his two hands a pail o f Crisco. The instant that
the woman took the pail from the canvasser’s hands he
d rew a pencil from his pocket and held it in his right hand,
at t he same time he d rew from another p ocket a coupon
which he held in his left hand. This was so tha t the woman
could no t hand back the p ail to the canvasse r. The most
she coul d d o was to drop o r place it o n the floo r. Then
the conversation sta rted.”