P R EF A CEThi s bo ok i s wri tt e n fo r th e p ro gre ssive
sal esma n, a dve rti se r, sal e s co rre sp onden t
fo r eve ry o ne wh o i s: en ga ge d i n influencin g
m en to b uy. I t. doe s no t deal with th e t ech
nique o f sellin g ; ea ch form of sellin g h a s i ts
ow n t ech nique whi ch m us t b e sep arately ac
q uired. R ath e r i t. deal s wi th princi pl es. I t
rec ognize s th a t c ertai n el em ent s a re c omm on
to all form s o f sel ling. Th ese el ement s are
c e rt ai n o cc urrenc es wi thi n th e min d o f th e
b uye r. Whe th e r di rec te d by word of m outh ,
by pen or by pi c ture, th e min d m us t p e rfo rc e
p ass th rough ce rtain sta ge s on r o ute to th e ac t
of p u rch ase. I t i s to describ e th e se m en tal
p roc esses th at th e bo ok is w ri t ten.
S uch a w ork m us t n ec essarily deal wi th
profoun d p sych ological q uesti ons. S uch m en
t al processes a s a t te nti on , i nt ere st , d esire ,
a nd c onfiden ce requi re vol uminou s t rea tme n t
i n th e lit e rat ure o f th eoretic al p sych ol ogy.
Th e auth o r h a s en deavore d i n this p re se n ta
ti on, h ow eve r, to rob th em of th ei r forbiddin g
v