CO N FI D E N CE AN D G O O D W I LL 1 2 7
m ost i n ciga re tt es” ; “ Th e mo st b ea uti ful c a r
in Am e ric a. ”
Th e sec ond i s to a ro use and mainta in a
feeling o f sa ti sfa c ti on wi thi n th e b uye r.
Th rough out o ur di sc ussi on w e h ave calle d
c onfidence, b oth i n its p rimitive sta t e a nd its
refine d sta t e, a feeli ng. W e h ave don e this
designedly. Fo r confidenc e is ma rke d by
som eth ing w a rm a nd pl ea sa nt— it is a true
feeling a s we define d th e t erm in Chap te r V I.
A s w e stat ed i n th a t chap te r, feeling is eve r
a n anim u s to a c tion. A sell e r may give eve r
so c onvi ncing a rguments ; h e m ay bri stl e with
reason s why th e b uye r sh oul d p urch ase hi s
a rticl e ; b ut if h e fail to c rea t e c onfi denc e h e
will no t m a ke th e sal e. We may p a raph ra se
th e o l d a dage to rea d : “ A ma n c onvi nc e d
wi th ou t th e feeling o f c onfidenc e is of th e sa m e
opi ni on still. ”
S ummary. W e h a ve h e re l aid’
do wn th e die
tum th a t c onfidenc e is inevi tabl e i n th e sal e.
Tho-ugh i t nee d no t alw ays app ea r a s s ta ge
four, wh e re we h ave plac ed i t i n th e l ogic al o ut
lin e o f thi s b ook, s till i t usually come s h e re in
th e sal e of a n ew c omm odi ty. Wh ereve r i t
c omes, i t m ust exi st i n som e degre e o f st rength ,
th e grea te r th e b ett e r. An d we cit e d som e co m
modities t o which i t a dh eres wi th th e soli di ty