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In applying the Law of Averages, endeavor to be patient. Do not attempt to rush it, but make every effort to fulfill it. Shake the limb of an apple tree with a green apple upon it, and nothing happens. Shake the limb when the apple is ripe and the apple falls off. Also remember the grain: "first the blade, then the ear, and then the full grain in the ear." The Law of Averages cannot be forced, coerced, or hastened. When the requirements are met, it operates with precision. LAW OF AVERAGES CAN DOUBLE SALES 103 Nothing can force it to act, and nothing can prevent it from acting. The Law of Averages will remunerate you in proportion to the value you yourself put on it. If you demand little, it pays little. If you demand much and set a worth-while goal, it will always meet your standard. Tell the Law of Averages that you want to double your sales. Ask for it, seek it, and demand it in a humble and sincere way—then pursue that demand with faith, persistence, and determination until you have achieved your objective. N. W. Ayer, one of the greatest advertising men this coun- try ever produced, had a great slogan: "Keeping everlast- ingly at it brings success." Some people think that this implies a form of slavery. I think possibly Mr. Ayer was re- ferring to the Law of Averages. A chain of ideas puts into operation the Law of Averages, which brings results. An idea once in print begins to accelerate a process of other ideas, to form a chain of influence, and eventually, through the Law of Averages, the idea brings success. In applying the Law of Averages, remember that you have no control over its rewards or the source from which the rewards come. It rewards you from the most unsuspected sources and in the most unexpected ways. As a salesman you may be all aglow with a sure sale. On the surface the prospect could not fail. What happens? The prospect does fail to buy. Why? Because he is human. The Law of Aver- ages, on the other hand, cannot fail, and what you thought only a "suspect" turns into a genuine sale. The Law of Averages is unlike man-made law. It cannot be changed, altered, or amended. No act of chicanery, no cunning fraud, and no art of deception can force it to act or cause it to fail. It can only be put into action by concen- trated thought. The true purpose of the Law of Averages is to give you a definite plan of action with the absolute as- surance that the application of your sales ability cannot fail 104 LAW OF AVERAGES CAN DOUBLE SALES to produce results. This assurance gives you the power and determination to carry on. The experiences that I have enumerated are not opinions or theories about the Law of Averages. They are the Law of Averages in action. This law does not need a favorable place or a favorable time to operate. It will operate for any- one, at any time, at any place. As you apply the Law of Averages, many illuminating thoughts and ideas will flash into your mind and a new vista of selling will spread before you. Its unlimited possibilities will change your entire attitude towards selling. By all means, use the Law of Averages and double your sales. THIRTEEN |
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