(^176) T HE M IN D O F T HE B UY E R
by th e d raina ge i nto i t of b rain energy. Now
th e energy o f th e brain m ay be distrib uted
i n vario us am oun t s ove r differen t system s,
t h e a m oun t i n eac h system depending up on
th e st rength o f th e c orresp on ding i dea. I n
th e c a se of ou r sa le, if th e mai n Idea i s to
grow i n st rengt h I t s b rain -syst em m us t draw
o ff from th e oth e r system s th e b rain ene rgy
re siden t within t h em u ntil th e energy of th e
b rai n i s all draine d o ff in to th e on e system,
wh ich means th e t rium ph of th e Idea.
R eve rtin g t o o ur psych ol o gical desc rip tion
o f th e sal e, w e migh t. pa use a t t hi s stage and
el abo ra te upon m eth ods of st rength ening th e
Idea, b ut th a t w oul d require a digressi on
from o ur main i nt erest—th e psychol ogi cal
mom en t. S uffic e i t t o say, th e p roc ess c onsi sts
i n usin g c onc re te ma terial with which to em
b ellish th e Idea. Th e sale sma n m ust dilat e
upo n th e sp ecific vi rtue s of th e ca r, up on th e
p owe r a n d smoo th ness of th e en gine, th e
l uxuriou s ease o f th e sp rings, th e el egance o f
th e uph ol ste ry. Th en h e m us t a ttach a s
allie s to th e Idea, th e sub sidiary idea s th a t
l urk sympa th eti cally i n th e backgroun d of
t h e min d of th e buyer, sh owin g ho w th e ca r
m ay b e use d to tran sp ort on eself a nd family
t o sylva n sp ots, h ow i t m ay a ssist o ne to ra di
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