S ATI S FAC TI ON TH E G OAL^199
h ave no ted. E thical form ul ation s c on sti tu te
e uph onious te rm s in which to desc ribe o ur
a ction s. To be really t ruth ful we sh oul d say
th a t the se p rac ti ce s h ave b een a cc ep te d be
c au se t hey h ave p aid economic ally. S elle rs
h ave disc overe d th a t i t p ays to give first c on
sidera tio n to th e welfa re of th e b uye r. Tha t
th ey h ave ma de t hi s di scovery only l ately i s
due to th e fa c t th at. th ey h ave j us t b egun to
l earn h o w to use t h e m eth o ds of scienc e i n
m ea su ring th e succ e ss of th ei r va riou s ta cti c s.
Th e e thical uplifte r mi gh t ta ke a hi nt from
t his a n d c oncl ude tha t if h e wish e s to see high
e thical i deal s a dva nc e i n b usine ss h e sh oul d
teac h th e selle r h ow to use scien tific me tho ds
i n m easuring th e resul ts Of “ good” an d “ b a d”
selling m eth ods.
If th ese p ra ctice s ca n b e j us tified e thically
a nd ec on omically t hey ca n p rob ably b e j u sti
fied psych ol ogi cally. And it i s thi s j ustifica
tio n th a t w e h ave trie d to furnish th ro ugh ou t
this book. I f o ur m essage i s rightly un de r
s too d th e rea der will lay d own th e b oo k wi th
t h e c o nvic ti on th a t th e sa ti sfa c ti on of "th e
b uye r is the k ey st one th a t supp orts th e a rch
o f th e sal e. Th ough a selle r may study psy
chol o gy a ssi duously ; l earn all th e laws o f
m emo ry, reasoni ng, suggesti on ; apply all th e
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