CHAPTER X

_Obstacles In Your Way_

[Sidenote: Mountain Climbing]

There is no great mountain in the world that has a natural, smooth road with an easy grade all the way to the top. Mountain climbing requires some hard work. It involves getting around, or going over, or removing many obstacles that block the path upward.

You will encounter similar difficulties, obstacles, and resistance on your way to success. _If you cannot pa.s.s them, your ambition will be defeated._ You will quit the climb, discouraged; or will be driven back, a failure. In order to _a.s.sure_ your success you must now ascertain dependable ways to conquer obstacles. This advance knowledge will make them seem less formidable. Since you will have definite plans for dealing with the difficulties that may obstruct your path, you will not feel hopelessly blocked when you face them.

[Sidenote: Knowing How]

No great mountain has ever been scaled by a novice ignorant of the science, and unskilled in the art of climbing to supreme heights. But an expert mountaineer learns from mastering one peak something about how to climb others. He develops ability to conquer any and all obstacles he may meet. He proves repeatedly that what would be impossible to a novice is a _certainty_ to him. He starts the most difficult ascent with absolute confidence that he will gain the top.

[Sidenote: Obstacles and Resistance]

_You likewise can feel sure of your ability to reach the highest peaks of success_. In preceding chapters you have been shown how to take advantage of the _easiest_ way up by following the guide marks of salesmanship at every step. Now we are to study the obstacles you will encounter, in particular the objections the prospect may raise to frustrate your purpose. At this stage of the selling process you will be like a mountaineer fighting in the Alps. It will probably be necessary that you overcome or evade considerable human resistance while you are climbing toward your goal.

Let us a.s.sume that you have already gained a chance to sell your capabilities to the particular man through whom you expect to succeed.

He has heeded your knock and welcomed you into his interest. You have made such a presentation of your desirability and service value that he wants you to be a.s.sociated with him. But now it will be natural for him to begin a critical a.n.a.lysis, seeking whatever faults he can discover or imagine in you or your proposition. _Your success or failure in your ultimate purpose is likely to depend on how you handle the criticisms he raises._ Therefore it is of vital importance that you learn in advance _sure ways to gain your goal despite normal opposition._

[Sidenote: Objections Are Natural]

Recognize first that it is _natural_ for your prospect to raise objections, whether he is favorably impressed or not. His resistance to your purpose may be only a _precaution_. Perhaps it does not indicate _opposition_ at all. He may want you to convince him you are all right; so that he will feel entire confidence in his own judgment when he finally does as you wish. Or he may object for no other purpose than to test you thoroughly. If this is the case, his sympathies will all be with you while you are dealing with the obstacles he puts in your way.

_Evidently objections of this sort should not be handled the same as the objections of opposition._ It is necessary that you distinguish between the two kinds and that _when dealing with each specific objection you determine in your own mind what is its source_. There should be nothing in your method of handling the obstacle that might _antagonize_ your prospect. You should take fullest advantage of his every inclination to _cooperate_ with you in his thoughts and feelings. He may be "pulling for" you strongly when he seems to be "bucking" the hardest.

[Sidenote: Objection is Favorable Sign]

_An objection really is a favorable sign._ If you call upon a prospective employer who, after hearing your presentation, begins to find fault with it and with you, or tries to evade your proposal, you may be sure that you have carried him along a considerable distance toward the accomplishment of your purpose. _He objects or evades because he is on the defensive._ "You have him going." He is wary, and so takes measures for self-protection. _The moment your prospect begins to raise objections in your way, he indicates that he is not entirely comfortable in his own mind about escaping from your salesmanship._ He has felt the tug of desire; but he does not feel sure yet that you deserve his confidence, or else he has a pretty positive idea that in this matter of your possible employment his interests and yours are different. He is looking out for himself.

[Sidenote: Welcome Opportunity To Strengthen Yourself]

However, you have come with a _true service_ purpose. You believe he _needs_ you; that you can _satisfy a lack_ in his business. You feel your interests and his are alike, not different. You know that you have no intention "to put anything over on him." You want your prospect to be absolutely satisfied with what you propose. Therefore you should welcome every chance to convince his mind and win his confidence. _An objection affords you an opportunity to overcome it, and so both to strengthen your proposition and to weaken his resistance._

[Sidenote: Don't Set Up Straw Men to Knock Down]

_You_ should not, however, bring up objections that the _prospect_ has not raised in his own mind. That would be putting up a straw man and knocking him down, which is profitless and unconvincing. Of course you must clear the path when there is no other way to proceed, but do not block it yourself. Sometimes it will not be advisable to clear the path.

If you can get around a difficulty you see, without attracting your prospect's attention to it, you will be wise to go some indirect way to your goal.

Suppose, for example, that you know the salary you want is higher than your prospect has been accustomed to pay. It will be good salesmanship for you not to refer to the amount you have in mind, until after you have carried him along with you to consider the profits he will make from engaging your services. Since you plan to show him that these profits will pay your salary, you will be wise to avoid the matter of your compensation until you have approached nearer to the successful conclusion of your selling process.

[Sidenote: Avoid Troubles by Forethought]

_Almost every difficulty and opposition you are likely to encounter can be antic.i.p.ated._ Don't wait until you come face to face with an obstruction in the way of success. Let forethought carry you imaginatively into just such a situation. _Think yourself out of a possible difficulty before you actually get into it._ Then you can win the respect of your prospect by proving on the spot that you are not a man who can be dodged or blocked, or cornered. _Every time you pa.s.s an obstacle, you will be a long step nearer to success_ in selling your services.

Suppose an employer says to you, "You are too young. You have had no experience in this line of work." You cannot _deny_ your youth and you should not _defend_ it as if it were a fault. Nor can you claim experience you have not had. But it is unnecessary for you to indicate any feeling that inexperience is a demerit. An ordinary applicant might be discomfited by such resistance to his purpose. If you are a skillful salesman, you will be prepared to deal with this very obstacle and will turn it to good account. You can say at once:

[Sidenote: Value of Adaptability]

"Because I am young, I am adaptable to your methods, instead of being set in ways that might differ from yours. True, I am not experienced.

Therefore, I haven't any wrong ideas to unlearn. Think of me as raw material that won't have to be re-made, and that can be easily shaped as you want to form it. I realize it will take some work on your part, _but the product will be satisfactory to you when it is done_. It seems to me that the only question involved is whether or not I would make it worth your while to do the work on me. The fact that I have come to you of my own choice proves I really want to be employed here. I a.s.sure you now that I will make my services worth any pains you take to teach me your methods, and I will be just as eager to remain as I am to start."

[Sidenote: Use Objection As a Sales Help]

a.n.a.lyze this method of dealing with any particular obstacle. _Plan to get rid of the obstruction completely, leaving the way ahead smoothed._ When the objection of the prospect is so skillfully disposed of, his _desire_ for your services is stimulated. He _wants you more, because he likes you better_ now that you have cleared away the obstacle. Thus you have utilized the objection as a _help_ in selling yourself successfully. Just so a mountain climber uses the rocks he encounters as holding places to help him climb higher.

Your prospect may say that he has no need for such services as you offer. He may state reasons why you are not needed in his Business. _But if you have prepared yourself thoroughly, each disclaimer of his lack, every suggestion of an objection, will give you an opportunity to prove in some specific way your service value to him._

The president of a manufacturing company had an ironclad rule that all positions in his business were to be filled by promotion. He never hired a new employee except to start at the bottom. A competent young office man applied for a situation. He was turned down flatly. The company's policy was quoted as the reason. He met this obstacle in a new way.

[Sidenote: Making an Exception]

"One of the princ.i.p.al reasons I came to you, Mr. Blank, is that I hope to benefit from your rule myself. I want to get into a company where I will know that the way to advancement is sure without going outside for my chance. But by my experience in other employment I have developed certain capabilities that would warrant you in making an exception to your rule, in my case.

"You do not audit your own books. Yet you have been self-auditing your methods of office operation. Another thought I want to suggest. You know that in the royal families of Europe the stock runs down because they don't get in fresh blood. I would not advocate a change in your general policy. But you have already made an exception to your rule in having your books checked by a public accountant whom you engage by the year for that purpose.

"I propose to bring in the outside viewpoint for the study of your office system, with the expectation of suggesting possible improvements.

I want to introduce fresh blood, and yet to become part of your organization family. It is sound business for you to engage me because I am from the outside. You need an auditor of your operations as much as an auditor of your accounts."

This view of the matter had never been presented before to the employer.

It won him over to the proposal. The new man broke in where every preceding applicant had failed.

[Sidenote: Apparent Objections]

Thus far we have considered _actual_ obstructions, _real_ blocks in the salesman's way. Now let us turn our attention briefly to obstacles that are only _apparent_, to resistance that is but a _feint_.

Your prospect may try to put you off. Or perhaps he will attempt to evade uttering a downright refusal, and instead will make some sort of an excuse for not doing what you wish. If you dignify these _artificial_ or merely _apparent_ obstacles by treating them as _real obstructions_, you will hinder your own progress toward success.

[Sidenote: Danger of Losing Ground Gained]

You have secured your chance to present your services for purchase. You have made real progress toward the successful accomplishment of your ultimate purpose. _Nearly always if you let yourself be put off for any reason, without making a definite advance toward your final goal, you will lose some of the ground already gained._ When your prospect attempts to evade the issue by making an excuse or by postponing further consideration of the subject, _he tacitly admits that your position is strong_. But if you have to start the selling process all over again at another time, if you let him put you off when your position is strong, _you will be weaker when you attempt to resume your sale_.

[Sidenote: Do One of Two Things]

Should you be put off, do one of two things. _Either disregard the evasion entirely and go straight ahead with your selling process_; or, if you consent to the postponement or evasion, _take advantage of your strategical position of strength to make a definite advance toward the accomplishment of your purpose_. For examples of the two methods let us consider suppositious cases.

[Sidenote: Driving Ahead]

Your prospective employer might say, "I'll think over your application.

Come in next week and I'll let you know my decision." You can handle this evasion effectively by going directly ahead and proposing, "I am perfectly willing that you should think over my usefulness to you, but during the week you are considering me for future employment, let me actually work on the job. If you decide that you don't want to keep me, tell me so at the end of the week and there will be no charge for my time." _You will be driving straight toward your goal, not even pausing when he attempts to put you off._

[Sidenote: Strengthening Position]

This effort at evasion or postponement might be handled in a different way. You could say to the prospective employer, "Very well. I will return in a week for your decision. Meanwhile I will submit some additional references as to my character and energy. I ask also that you permit me to save a week instead of wasting it. I should like your permission to spend this next week in your office, studying the job.

Then if you decide to employ me, as I believe you will, I will be already broken in." Such a proposal is hard to refuse. While you would consent to the postponement or evasion of decision, _you would be strengthening your own position_.

[Sidenote: Make Progress]