Another illustration. A real estate salesman describes a bungalow to a
prospect for a home. He shows plans and specifications, with accurate
dimensions; there is no misrepresentation of any detail. The salesman
especially emphasizes, what is his own belief, that the bungalow would
make a "cozy" home. The prospect decides to buy the property. He says,
"If it is as you describe it, I'll take that place." _The sale to his
mind has been completed._ All that remains is delivery of a bungalow
corresponding to the ideas sold. The delighted salesman escorts the
buyer to the "cozy home." But the empty rooms do not confirm the idea
emphasized to the prospect. The salesman cannot furnish them
convincingly with his imaginative "cozy" word pictures. He has made the
mistake of omitting to learn the other man's conception of a cozy home
before selling the expectation of coziness. He is shocked when the sale
is declared annulled with the prospect's contradiction of his
description, "There's nothing cozy about this place." The intending
buyer of a home feels there has been a misrepresentation; though the
bungalow is exactly like the plans and specifications shown to him. He
was sold an idea that "the goods" have not delivered; so he declares the
sale off. A sale is a success only when _true ideas_ are sold, and
afterward are delivered by _the goods_.

[Sidenote: Selling Ideas About Yourself]

If you "have the goods" and would succeed _certainly_ in your chosen
vocation, you must _sell_ to the world or to individual buyers _true
ideas_ about your particular qualifications for success--true ideas
regarding _your best capabilities_ and the _value_ of your services.
Your "goods of sale" may be your muscular power; your brain energy; your
talents, skill, integrity, and knowledge in this capacity or in that.
Whatever qualities you possess, it is necessary that some one be sold