SELLINGLUMBER 139 



words didn't seem to fit the words, but they were telling me how 

 I, felt. In other words, they were reading my heart. How is it 

 done? By emphasis. Now I would like you gentlemen, in your 

 homes, in your club, in your social circles, to train your ear to 

 hear emphasis, and when you hear it, begin to practice. Say 

 "Bill, you said so-and-so, but 'you feel this way," and tell Bill, 

 your private friend, how he feeh, and you will be surprised how 

 near you will hit it by the w 7 ay Bill emphasizes his words; for 

 emphasis goes where the feeling is hottest. For instance, I al-j 

 ways give a man three chances to buy. Of. course, if he buys the 

 first time he doesn't get the second or third. If he fails the first, 

 I give him a second or a third. Suppose I give him my first sell- 

 ing talk. I quit. I come to the silent moment in salesmanship, 

 because I want to see how Jamison feels before I take my sec- 

 ond step. It may be a line or two, or a paragraph. I quit. Now, 

 he has got to do something, or say something. Now suppose he 

 says it this way : "Your proposition sounds good, my friend." 

 Now, is he ready to buy? Is he ready to put his name on the 

 dotted line? No, sir, no, sir. He is a thousand miles off from Learningvc 

 the selling point. Do you see, the emphasis is in the crest of Interpret 

 that curve; it is on the word "proposition." "Your proposition Emphasis 



sounds " Now, the words sound as though he is ready to 



buy; but the feeling? What is his feeling? He feels that I have 

 another proposition; that if he hangs on long enough I will make 

 it to him ; I will reduce the price, or I will throw 'in something. 

 In other words, he feels that he has not got my rock bottom yet, 

 and that other proposition is in his mind when he emphasizes the 

 word "proposition." Now how would I answer that? I would 

 not answer his words ; I would answer his feeling. I would say : 

 "Mr. Jamison, this is the only proposition I have, because I can't 

 modify it in the least. Lam giving you the highest value for 

 the money that it is possible to give today." Now, that will answer 

 his objection, but not answer his words. He says to me: "Your 

 proposition sounds good, Mr. Krebs," and I come back: "This 

 is the only proposition we have; the finest we can get up today." 

 And then you quit that question which you have both solved, 

 for you are getting together. But suppose he says : "Your propo- 

 sition sounds good, Mr. Krebs," with the emphasis on "sounds," 

 and I catch it. I am watching the next move of my enemy. 

 Now is he ready to buy? No, no. What is his feeling? His 

 words indicate he is. Why, he feels that it only sounds good: 



