The Psychology of SalesmanshipAtkinson, William Walker
Science
The Psychology of Salesmanship
Atkinson, William Walker
Selling -- Psychological aspects
VII. _Enthusiasm._ Very few people understand the true meaning of the
word "enthusiasm," although they may use it quite frequently in ordinary
conversation. Enthusiasm means far more than energy, activity, interest
and hope--it means the expression of the "soul" in mental and physical
actions. The Greeks used the word as meaning "inspiration; moved by the
gods," from which arose the later meaning of "inspired by a superhuman
or divine power." The modern usage is defined as: "Enkindled and
kindling fervor of the soul; ardent and imaginative zeal or interest;
lively manifestation of joy or zeal;" etc. A person filled with
enthusiasm seems to move and act from the very centre of his being--that
part which we mean when we say "soul." There is a wonderful power in
rightly directed enthusiasm, which serves not only to arouse within one
his full powers, but also tends to impress others in the direction of
mental contagion. Mental states are contagious, and enthusiasm is one of
the most active of mental states. Enthusiasm comes nearer to being
"soul-power" than any other outward expression of mental states. It is
allied to the soul-stirring impulse of music, poetry, and the drama. We
can _feel_ it in the words of a writer, speaker, orator, preacher,
singer or poet. Enthusiasm may be analyzed as Inspired Interest. As
Walter D. Moody says: "It will be found that all men possessed of
personal magnetism are very much in earnest. Their intense earnestness
is magnetic." The best authorities agree that Enthusiasm is the active
principle of what has been called Personal Magnetism.
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