the present book, supplemented by the contents of the companion volume,
"The Selling Process," should reveal to you clearly every principal
detail of this secret.

[Sidenote: No 100% Salesmen]

Before you proceed further with the study of successful salesmanship as
analyzed in these pages, avoid a possible misconception of masterly
selling. Even the most efficient salesman does not get _all_ the orders
for which he tries. By his knowledge and skill his average of failures
is minimized; therefore everybody recognizes him as a great success.

So, however well you comprehend the selling process, and however
skillfully you use it in your career, you will not _always_ accomplish
the particular purpose to which you apply your salesmanship. But you
will markedly lessen the number and importance of your failures to do
the things you attempt. You will also increase to an extraordinary
degree the quantity, quality, and profitable results of your successful
efforts. You will make a grand average so high that you will feel you
are a real success. Others, too, will so regard you.

[Sidenote: The Master Key]

Therefore, whatever your life ambition, study the selling process until
you understand it thoroughly; then perfect your skill by daily practice
in selling your ideas, and ideas about yourself, to other people. When
you know HOW to sell true ideas of your best capability in your chosen
market or field of service, and have become expert in _applying_ what
you have learned, you can use salesmanship continually in your everyday
work. You should feel _absolute assurance_ that with its aid you can