138 SELLINGLUMBER 



the sign of a hale fellow well met. I would go up and slap him on 

 the back and say: "I am mighty glad to see you, because I have 

 got a fine proposition/' and be cordial with him. You can be as 

 close as you want to. But suppose a man years his* hat like that 

 (illustrating, pulled forward over his forehead). Don't you slap 

 that fellow on the back! (Laughter). You will probably get a 

 punch in the nose if you do. That is the man that is living in 

 the shadows; that is, he likes to be unseen, and watch us. He 

 likes to get a line on the rest of us. He is a cautious man. He 

 is cautious. And if I were to approach that fellow the first thing 

 I would say would be this: "Mr. Jamison, being a prudent man 

 and a man of foresight, I am flattered to make the proposition 

 I have right here now to you, because I have such a fine propo- 

 sition I know you, will recognize it. Now then, let's read it and 

 sign it up." He feels that he is recognized and appreciated. He 

 thinks that you are a man of good judgment and you are. He 

 No Rules for tn ^ n ^ s y u understand him, because he understands himself and 

 Handling a you do. And therefore his confidence goes out, the very first 

 thing you say, and you are ready for the next propisition. Now 

 suppose a man wears his hat like that (illustrating, on the side 

 of his head). It doesn't matter which side. That is a dude; and 

 God only knows how to handle a dude. But if your customer 

 wears his hat like that, he needs a little flattery. He thinks he 

 is just it. Hte can mash any woman on the front street he lays 

 his eyes on. And so I would say: "Mr. Jamison, for a man of 

 your type, you want this quality of lumber, not that. . You want 

 this part of my proposition, not that," and get him right up to 

 feeling big, as he wants to feel. I have to judge s of the customer 

 as he is, instead of trying to make him what I think he ought 

 to be. Take him just as he is. So there are three or four dif- 

 ferent approaches. The first crack out of the box is the approach, 

 and the salesman must make the approach. If the customer does, 

 then, of course, you are off on the question the customer asks, 

 and haven't time to make your own approach, but can make it 

 later. 



But now we go a little deeper, and I will show you a line 



on how to handle your man. The tones of voice. Now when 



Reading the it comes to the tones of voice, you have one of the secrets of 



Voice 8 f mm<i reading. Some people, when they hear me talk to them 



confidentially, surprise me. They say: "You are feeling so-and 



so " an d it is true. The way I was feeling when I said those 



