The Three Sources of Sales

In analyzing the prospect, we find his acts to buy are con- trolled by three sources. So important are these three sources that I again enumerate them. By all means, initiate them into your activities and appropriate them to your use.

First: The prospect has a desire, and a desire is an unfilled want, seeking satisfaction.

18 HOW TO ATTRACT THE PROSPECT

Second: The prospect has a urge, and the urge stimulates and incites him to buy;

Third: The prospect has a reason, and the reason is based on definite knowledge of an established need.