AT THE BEGINNING of our thinking together on this most
timely subject, The Power of Creative Selling, I only
regret that it is impossible for me to be in your home or
office, to discuss with you, face to face, what I have writ-
ten. However, in preparing this book, I have taken you
into my complete confidence. My purpose has been to vis-
ualize myself in your shoes.
I realize that many books on selling are dull and uninter-
esting. In fact, you grow tired and weary trying to read
them. I have therefore asked myself many times: Is what
I am writing interesting? Is it instructive? Is it inspiring? Is
it getting over the right idea? Every idea advanced in this
book has one objective in view: your interest. Will it stim-
ulate you? Will it instruct you? Will it inspire you? Will it
increase your understanding? Will it contribute to your
growth? Will it help you to be a bigger man and a better
salesman?
Creative selling is both a science and an art. The science
teaches you what to do, and the art teaches you how to do
it. Creative selling is the ability and art of increasing the
satisfaction of the prospect by convincing him that the thing
you want him to buy will best fulfill his needs and desires.
In fact, it is creating a want that did not exist before.
Creative selling is an individual accomplishment