The salesman's two most difficult tasks are to interest the prospect and to close the sale. These two tasks are both very directly related to the psychological factor of desire. In this book 'the salesman is acquainted with man's native and acquired desires or interests, and is shown how man's needs for insurance may be translated into terms of desire so that the prospect will finally want that which life insurance provides. When he comes to desire the service insurance renders, the problem of closing largely disappears. In order to make every principle as concrete and practical as possible they are taught in connection with the study of five complete sales-interviews and por tions of several others. In the past the theory of selling has been pre sented either by psychologists writing on psychol ogy with reference to selling or by salesmen writing on selling as explained by psychology. In either case the treatment of the subject has generally.