TH E P SY CH O LO G ICA L M OM E N T 1 7 1
slight opportunity, a p retense, to restore confidence to them.
A t A rcola I won the battle with twenty- five horsemen. I
seize d that moment o f lassitude, gave every man a trumpet,
and gained the day with this hand ful. Y o u see that two
a rmies are two bodies which meet and endeavor to frighten
each other ; a moment o f panic occurs, and that moment must
be turne d to advantage. When a man has been p resent in
many actions he distinguishes that moment withou t dith
culty ; it is as easy as casting up an addition.Th e ma t ter is no t so simpl e a s th ese lines
imply, a s a ny sa le sma n will testify. I t i s
ra th e r a m a t te r fo r seri ou s p sych ologica l
a nalysis. I n making such a nalysi s o f th e
sal esma nās m om en t w e m us t rega rd the sal e,
following the p at tern use d th rough o u t thi s
b oo k, a s a se ries o f m en tal c han ge s o n th e
pa rt of th e buye r, l eadin g to a n act of will
which c ul minates i n sa tisfa c tion.
A n idea precedes. A n ide a m us t p rec ede de
cisio n a n d a c tio n in th e sal e. W e h ave sai d
thi s i n ma ny way s th rough ou t th e p rece ding
ch ap ters of thi s book. An d w e h ave sh ow n
t ha t th e selle r i s no t so muc h a dist rib uto r
of goods a s h e i s a manip ul a to r of idea s. I n
orde r to b ring o ut a new ph ase o f thi s t h ough t
w e sh all fo r th e rh et orical p u rp oses of thi s
c hap te r, p ersonify th e Idea a n d speak o f i t i n
capital s ; th ough th e rea de r i s wa rne d th at such
p ra c tic e i s st rictly frowne d up on i n orth odox