| Summary: | "This book is written for the progressive salesman, advertiser, sales correspondent--for every one who is engaged in influencing men to buy. It does not deal with the technique of selling; each form of selling has its own technique which must be separately acquired. Rather it deals with principles. It recognizes that certain elements are common to all forms of selling. These elements are certain occurrences within the mind of the buyer. Whether directed by word of mouth, by pen or by picture, the mind must perforce pass through certain stages en route to the act of purchase. It is to describe these mental processes that the book is written. Such a work must necessarily deal with profound psychological questions. Such mental processes as attention, interest, desire, and confidence require voluminous treatment in the literature of theoretical psychology. The author has endeavored in this presentation, however, to rob them of their forbidding dryness by stripping away technical terms and substituting words of current business usage. Two outstanding ideals have governed the preparation of the work: (1) To show the reader how to take the psychological point of view toward the business of selling; (2) to teach that in investigating the sale psychologically we must employ the methods of scientific measurement. By repetition and example the author has emphasized these two ideals"--Preface. (PsycINFO Database Record (c) 2005 APA, all rights reserved).
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