This man enjoys ceremony and display. Mystery fires his imagination. He is extremely sensitive to criticism and it is hard for him to admit his faults. In suggesting any changes or improvements in his business or other affairs, great tact must be exercised to avoid inferring that he is inefficient. He dislikes people who try to reform him, change his mode of life, or interfere with his personal liberty.

He loves comfort, funny stories, sociability, and enjoys the material "good things of life" -- eating and entertainment. In business he judges by appearance, quantity, size, weight, price, and testimonials. He is interested in big profits, inside offers, special discounts, premiums, and "exclusive models." He likes to take his time, so do not hurry him. His leisurely congeniality, however, does not always mean business. When he does give his order, it is wise to get it in writing, for he is subject to change of mind or to forgetting the details of a contract.

The Economist or Protectionist

This man responds to an appeal that is practically the opposite of the one described above. The Economist is guided by reason rather than by impression. He wants demonstration, not talk. He is on the defensive, seeking always to protect himself. He is a "brass-tacks" customer — he wants facts. His time is money. He judges you by your efficiency, not your appearance. He expects you to get to the point quickly and then get out. He dislikes "fancy" salesmanship. If he wants to buy, he buys. If he does not want to buy, he cannot be sold. He seeks not praise, but power. He does not go out of his way to make people like him.

Figures 11 and 12.

He seeks efficiency and the things that will enable him to increase production. He wants time-savers and things that have resistance and durability. Talk to him concisely and definitely. Do not exaggerate for he is looking for flaws and will usually find them. He is suspicious of praise and resents undue familiarity. He wants value. Experience has taught him to beware of something-for-nothing propositions. He must be shown. He dislikes sham and empty display. He suspects ornateness of hiding something wrong. He will recognize real superiority of an article when it makes for safety, efficiency, practicability, and durability -- in other words, when it has real value. He cares nothing for testimonials — he must decide for himself. He appreciates fair treatment.

He is usually a hard man to sell, but a good man when sold. Be sure that your goods come up to representations and that they are delivered on time. If you make a mistake, do not offer an alibi. He admires the man who will take the blame on his own shoulders. Be straightforward and never waste time, either his or your own. Once you have proved your goods to be right, he will stick to you.

The Evolutionist

Appeal to the Evolutionist along the lines of education, progress, and beauty. He looks to the future and seeks improvement and innovation. He appreciates artistic, spiritual, and intellectual values. His urge for progress makes perfection his goal, and he is in the market for anything that will help bring him nearer this goal, regardless of price. He is interested in new ideas when they are worth while. He is a self-educator and investigator, and every new theory

Figures 13 and 14.

interests him. He cares more for wisdom than for money or power. The Economist looks for the wrong in things but the Evolutionist looks for the good.

He welcomes acquaintance with anyone from whom he can learn something. He appreciates refinement and education and is repelled by coarseness and vulgarity. When talking to him, you can cover the ground with fair rapidity for his mind will keep pace with yours. His versatility and keen imagination enable him to see a thing from many angles. The more light you can throw on a subject, the better.

The Keynotes

To sum up each of the types discussed, the salesman may catalog them as follows:

The Commercialist -- Impressions and comfort.

The Economist -- Protection and power.

The Evolutionist -- Progress and wisdom.


Let me call your attention again to the fact that every human has all three Temperaments developed to some degree. You must learn to judge by proportion. For instance, you meet two round-faced men. One has a smooth, rounded nose and the other a finely chiseled, well developed nose. One has rounded facial features, the other is more angular. These two men are of the same Temperament but are different Sentimentally. The first belongs definitely to the Vital-Commercial stage, but the second has his vital characteristics and still has developed his will and mentality to a greater degree.

Now with the knowledge which I have given you, you can readily step from one appeal to another and vary it according to the reaction which you get. First, determine the predominant area on the face and then see how much of the other two is also used.

Woodworking Tools and Installation Tips

Woodworking Tools and Installation Tips

There are a lot of things that either needs to be repaired, or put together when youre a homeowner. If youre a new homeowner, and have just gotten out of apartment style living, you might want to take this list with you to the hardware store. From remolding jobs to putting together furniture you can use these 5 power tools to get your stuff together. Dont forget too that youll need a few extra tools for other jobs around the house.

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