Arizona republican., 1920-08-14
The PsychoIoqy of It


 one of Ponzi's attractive features was the easy in which he talked in millions in stead of hundreds thousands. He simply charmed. dazzled people,
 This is from Associated Press dispatch of yes terday therein lies the secret of the success of Ponzs operations. The word charmed as here used much attraction by pleasing personality; it means hypnosis produced by Ponzi's promise of great profits his victims but by his making the promise the "easy man. which talked in millions"
 That is something to be learned by every sales man who wishes to attain the highest success. The need this easy. casual manner stating figures was once explained to us by a who sells printing than any other perhaps in the whole world, the prices presses ranging from s15oOo to s15o,Ooo.
 Manufacturers expensive printing presses find 1t difficult to find successful salesmen They believe that for every who possesses qualities that may developed point making him a successful salesman of presses there ten highly quali- fled for the presidency of the United States.
 Manufacturers comb the whole field for salesmen, choosing those who made conspicuous in other lines. They give them contracts at high salaries for at least year and after period ot instruction. them out. Hardly in five develops The four after a period of three six months recalled kept about the offices factory for the period contract their expenses which heavy for in this business single jump of from thousand may necessary.
 Most of these said the successful salesman. collapse in stating the price of presses they selling. It seems appalling them they sciously make it sound so the prospective pur- chaser. The deal is at off any rate. in definitely postponed.
 When publisher thinks about buying press this salesman, "the thing foremost in his mind is the price of it. My is to get of his mind. to give it secondary place 4T,a aeIrS I engrossed in describing the superior qualities of my press that the question regarding the unimportant and irrelevant If can't sidetrack the proposed purchasers Interest in the price. know I'm going make
 "He may ask that embarrassing question several times in the of the talk but I'm busy take notice of it. I'm showing him the advantages of this feature my press over those of the Jones press the smith press. I'm telling him why was able to sell battery of these presses to certain great newspaper At last the man who thinking about buying a press. becomes interested something else than the Price finds last in his mind its proper. secondary that my press contains the features he which he knows the Jones and Smith presses do not possess.
 When observe that the publisher this state of mind do not wait for the price to recur to him. I mention it only casually. I would the of sack of peanuts if running pea roaster street corner-a matter of only lit tie importance. do want starte him of his appreciation of the excellence or over all other presses.
 -Four statesmen of five shutter hesitate when they state the price of press Pr they state in an awed tone intending purchaser in terprets this is good press the best there world but regret that it's price is pro- hibitive you
 kinds of machinery that much more than presses-locomotives, for instance. But the who buy locomotives used to thinking and talking millions that stating of price does not startle them But the average publisher used that of thing and his mind be kept off of that subject until the becomes i'm portant him than the price,