For rapid analysis it is well to read the Temperamental and Sentimental aspects of the face together as they are closely related.
The face can be divided into three great areas. The Vital-Commercial is located in the cheeks, in the fleshy, non-bony region. To determine this region, look in the mirror and puff your cheeks out with air. The Will-Protective area is formed by the cheek and jaw bones. The Mental-Evolution area consists of the upper lip, the nose, and rest of the head, Figures 1 and 2.
When the Vital-Commercial predominates, the cheeks are full and the face rounded, Figures 3 and 4.
When the Will-Protective leads, the jaws are squared. The lines from ears to jaw are straight up and down, Figures 5 and 6.
When the Mental-Evolution predominates, the face is triangular in shape. The cheeks and jaws are not well developed. The nose is finely developed — it is rather narrow and finely chiseled, Figures 7 and 8.
Many people are so unbalanced that the predominating Temperament and Sentiment are easily recognized. Determine this first and then appeal to the man according to his stage of life. If the various areas blend harmoniously, appeal to all of them.
We will not discuss the areas manifested by the individual Sentiment as it results from the powerful development of the three areas just discussed. Your problems are not with the individual Sentiment as it seeks to help you. But you do need to know the three I have described.
Your power to control people and appeal to them will depend a great deal on your ADAPTABILITY.
Some people refuse to adapt themselves to others, but expect others to adapt themselves to their requirements. This is a mistake if you wish to be a successful salesman. You must first meet a man on his own ground, get his confidence, and then take him over to your side. You must be tolerant and understanding. Remember that your appeal is for a purpose, and though you may have to bow down for a while, in the end you win.
The world craves appreciation and understanding, and if you can show a man that you are appreciative of his wants, you have won a big part of the battle. There are times when we must yield as well as times when we must stand pat.
Discover the kind of heaven which a man has in mind, and you stand a chance of winning that man. The Commercialist will talk about leaving this vale of tears and going to a land where all is comfort and peace and eternal happiness -- where angels play beautiful music on harps. There he will have no more work, no more suffering, and everything his heart desires will be his. He pictures heaven as a place where all his physical wants will be taken care of and where there will be no pain. He hates pain. He is the type who makes a big fuss over some small ailment and goes to a dozen doctors.
The Protectionist's idea of heaven makes it a place where people obey the law and behave themselves and where he doesn't have to be on his guard most of the time against people who would take advantage of him. He wants a heaven where he can work in peace and accomplish something. The Commercialist doesn't want work in heaven but the Protectionist does. He hates lazy people.
The Evolutionist's idea of heaven is a place where there are stages of development and where finally one is educated to complete understanding. He believes that in his heaven wisdom solves all life's problems.
Thus you can readily see why some people worship the god of love, the god of power, and the god of wisdom.
The Individualist realizes that happiness comes from a consolidation of all three gods — from the proper development and balance and use of all three.
Let us now take up the big, important elements in your appeal to the three common types. We shall not discuss the Individualist for he is in the great minority and, besides, he naturally seeks to help you.
Appeal to him through feelings, emotions, appetites, and impressions, for he is guided by these rather than reason. He judges success by financial power and material results. He judges you by your appearance, your dignity, your reputation, and your prosperous appearance. He is a slave to custom and goes by appearances and hearsay. He bows his head to authorities and celebrities. He caters to public opinion and wants to stand as a shining example to others. He wants thorough appreciation and sympathy. He accepts praise at its face value. He welcomes any proposition that will enhance his position and reputation. He likes to deal with a big firm that has many branch offices and has been in business for many years. "Established 1812" commands his respect, Figures 9 and 10.
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.
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.
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 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, Figures 13 and 14.
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.
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.
NOTE: 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.
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