1 80 T H E M IN D O F TH E BUY E R
lo gical a nalysi s j us t c omple te d will sugge st
m easures. S ta ge th e sal e so th a t th ere will
b e no di st u rba nce s whil e i t is i n p rogress ;
fo r any disturbanc e, no ma tt e r h ow t rivial,
m ay m ea n th e in troduc tion of a new idea int o
th e min d of th e b uye r a n d a di slodgmen t of
th e bal anc e o f brai n energy. In view of suc h
da nge r, th e sale sma n sh oul d c arefully isol a te
th e b uye r an d separat e him from things a nd
p eopl e. This i s th e grea t p sych ol ogical a d
vant age o f using a sh ow room.
Anot h e r p rophylac tic m ea sure i s to h ave
c onditions favo rabl e fo r th e immediate c on
summa tio n o f th e sal e. A s we p ointe d o ut
on pa ge 1 77 there sh o ul d b e no awkwa rd de
l ay wh e n th e m om ent a rrive s. Th e con trac t
sh oul d b e rea dy an d th e writing ut ensils a t
h and. All sh oul d m ove a s smoo thly a s a
th ea t ric al p e rformance Indeed, a sale i n
m any way s re semble s a dram a a n d may b e
rehe arse d with eq ual p rop ri ety.
A s a third way of meeting th e m omen t, th e
foll owin g pl a n may be rec omm ended : As
sum e th a t th e sal e i s ma de— th a t th e p ur
cha se r h a s decided to b uy— an d thi s will b e
true if th e salesma n ha s j udge d th e mom en t
righ tly. Th en a sk, “ Wh a t c olo r o f uph ol s te ry
do yo u prefer? ” o r, “ D o you wish i mmedia t e
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