them feel comfortable. They much prefer being a little higher or ahead of a strong man than a weakling--it is more complimentary to them. They appreciate the one who forces them to use their heaviest guns--but who finally allows them to claim the victory. CHAPTER V THE MIND OF THE BUYER (CONTINUED) _The Faculties of Application._ This group consists of two qualities: that of _Firmness_, or Decision; and that of _Continuity_, or Patience. These faculties, together with Self-Esteem, are located at the upper-back, or back-upper, part of the head. _Firmness_, or Decision, when highly developed causes one to manifest stability, tenacity, fixedness of purpose, often reaching the point of obstinacy, mulishness and stubbornness. These people cannot be driven, or forced into anything. They are "mighty set" in their ways, and when they once take a position are very apt to stick to it "right or wrong." They are apt to fight to the last ditch for what they consider principle, and will hold on to the end in what they believe to be right. To attempt to drive them by force is to dash one's head against a stone wall. The only way to handle these people is to endeavor to get them interested in your side of the case before they have "set" their minds and made up their opinion. If they have already been prejudiced against your case, the only way is to give up the fight from the front, and endeavor to present the matter from a different viewpoint, or angle, so that new points will be presented which take the matter out of the old category. These people will never give in unless they can say: "Oh, that of course alters the matter entirely;" or "Oh, well, that places it in a new light;" or "That is an entirely different proposition," etc. Leave them victors of the positions upon which they are "set," and endeavor to enlist their interest upon some new aspects, points, or principles--you have at least an even chance of winning on the new point, whereas you have none whatever on the old one. If, however, you can fit your case to some of their established prejudices, for or against, you have won your battle, for their quality of stability will then be employed in your favor instead of against it. You will have to fit your case to their moulds--cut your garment according to their pattern. A stubborn and balky horse or mule can often be started in motion by turning its attention to a new thing--such as putting a piece of twisted paper in its ear, adjusting its harness in a new way, etc. The same principle will work on stubborn men, "set" in their ways. Get their mind off the point in question, and they will be rational. Let them have their own way about their own points--and then plan a flank or rear attack on them. You cannot batter down their stone-wall--you must either soar over it, tunnel under it, or else go around it.