CON F ID E N CE AN D G O O D W I LL^119
h abit s c onsi s t o f a ct s o r t ende ncie s th a t a re
favorabl e to th e selle r a n d his c ommo dity.
Th e goo d will belon gin g t o a c er tai n h ab er
da shery deal e r c onsists p sych ol ogically i n my
h abi t of t urnin g i n a t hi s doo r ra th e r than
th a t of hi s c omp e ti to r wh e n I wi sh to buy
collars. Th e goo d will of a c e rtai n firm o f
c olla r m a nufa c turers c onsist s of my h abi t of
a skin g fo r th ei r b ran d ra th e r th an a noth e r,
a nd o f rec ommen din g i t to my friends. Th ese
h abits, wh il e i n a sense b el on gin g to m e, be
l on g j ust a s t ruly to th e sell e r ; th ey a re p aid
fo r by th e m on ey whi ch h e h a s u se d i n a d
vertising a n d by th e pain s h e h a s take n to
se rve m e.
It sh all b e o u r p urp ose i n thi s ch ap te r to
de scrib e th e p roc e sse s th rough which th e se
h abit s of confiden ce an d goo d will are b uil t
up.
Genesis and development o f co nfidence. I t i s
p ossibl e fo r th e selle r to build up c onfi denc e
b ecause of a c ertain fundam ent al t rai t i n th e
b uye r’s min d. To fin d its roo ts w e sh al l b e
oblige d to p rob e fa r ba ck in to th e day s o f
infan cy. Th ere, a t th e tim e wh e n th e m en ta l
life of th e i ndividual i s fi rs t unfol din g, w e
sh all fin d th e roo ts of th a t which bl oo ms forth
a s a dult c onfidenc e. Wh e n w e th us examin e
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