The Psychology of SalesmanshipAtkinson, William Walker
Science
The Psychology of Salesmanship
Atkinson, William Walker
Selling -- Psychological aspects
VIII. _Deliberation._ This mental state is defined as: "The act of
deliberating and weighing facts and arguments in the mind, calmly and
carefully." Here is manifested the action of thought and reason--the
mental process of weighing and balancing facts, feelings, and
inclinations. For it is not only _facts_ and _proofs_ which are weighed
in the mental balance, but also feelings, desires, and fears. Pure
logical reasoning inclines to strict logical processes based upon
irrefragible facts, it is true--but there is but little pure logical
reasoning. The majority of people are governed more by their feelings
and inclinations--their loves and their fears--than by logic. It has
been said: "People seek not _reasons_, but _excuses for following their
feelings_." The real deliberation, in the majority of cases, is the
weighing of probable advantages and disadvantages--of various likes and
dislikes--of hopes and fears.
It is said that our minds are controlled by _motives_--and the strongest
motive wins. We often find that when we think we desire a thing
ardently, we then find that we also like something else better, or
perhaps fear something else more than we desire the first thing. In such
case, the strongest or most pressing feeling wins the day. The faculties
here exert their different influences. Caution opposes Acquisitiveness.
Acquisitiveness opposes Conscientiousness. Fear opposes Firmness. And
so on. The deliberation is not only the weighing of facts, but also the
weighing of feelings.
The process of Deliberation--the weighing of desires--the play and
counterplay of motives--is well illustrated by a scene in a classical
French comedy. "Jeppe," one of the characters, has been given money by
his wife to buy her a cake of soap. He prefers to buy a drink with the
coin, for his inclinations tend in that direction. But he knows that his
wife will beat him if he so squanders the money. He deliberates over the
pleasure to be derived from the drink, and the pain which would arise
from the beating. "My stomach says drink--my back says soap," says
Jeppe. He deliberates further. Then: "My stomach says Yes! My back says
No!" cries the poor wight. The conflict between back and stomach rages
still more fiercely. Then comes the deciding point: "Is not my stomach
more to me than my back? Sure, it is! I say _Yes_!" cries Jeppe. And
away to the tavern he marches. It has been remarked that if the active
suggestion of the distant sight of his wife armed with the cudgel, had
been added to the situation, Jeppe would have bought the soap. Or, if
the tavern had not been so handy, the result might have been different.
Sometimes a mental straw tips the scale. The above illustration contains
the entire philosophy of the action of the mind in the process of
Deliberation. The salesman will do well to remember it.
Public-domain text, read in full here on John Shaqi.
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