vi P RE FA CE
dryne ss by st ripping away t ech nic al te rm s
a nd substit uting w ords of c urren t b usiness
u sa ge.
Two outstan ding ideal s have gove rne d th e
p repa ration of th e wo rk (^1 ) To sh ow th e
re ade r h ow to t ake th e p sych ol ogical p oin t ofview t oward th e business o f selling ; ( (^2) ) to
teach t h a t i n i nve stiga ting th e sal e p sych o
l ogically w e m ust employ th e meth o ds o f
scien tific measurement. By rep e titi on a nd ex
ampl e th e a uth o r h a s emph asize d th ese two
ideal s. If h e sh all h ave ma d e th em cl ea r h e
will h ave a cc omplish e d hi s chi ef aim wh e th e r
h e t each e s a grea t am oun t o f p sych ol ogical
fac t o r no t.
Th e psych ol ogi st -rea de r will di sce rn a
st udie d avoida nc e of th e spi ritistic concep tio n
o f mind. Th e min d i s h ere conc eive d a s a n
orga nic uni ty. Tho ugh exp ositi on o f this
p oi nt o f vi ew i s wi thh el d, a s unseemly in a
book o f thi s kind, s till th e ph ra seol ogy will
b e found to fi t i t, with ou t a t th e sam e time
affri gh ting th e non-p sych ol ogi cal rea de r un
familiar wi th th e c ontrove rsi e s ab out th e
mind-b ody rela ti on. Thi s avoidanc e of m eta
physic al di sp u ta tions i s furth e r hel ped by th e
c onsis ten t empha si s up on th e b uye r’s be
havior. Obj ec tive de sc rip tions are l a rgely