Our essential needs and immediate do not suffice for our economy. She lives on the surplus, superfluity and the desire which the producers and the consumers to obtain have more than the essential one. It is necessary to sell articles, but especially an optimistic sight of the things. It is to the salesman whom it falls to sell the idea that the things are well: To buy, it is to create.

The individual projects himself in the product. He has his own world and lives inside his environment. From where importance of the “logic of the need” compared to “logic for the technique”. Many people whose task is to fix goals, believe that it is enough to determine it towards what it is necessary to tend and to impose their point of view.

We tend to judge according to appearances rather than to seek the real causes. Many people justify their purchases by the need. But the purchase is more important still because it makes it possible to show creative spirit. Beyond the need there is the desire. To buy, it is to have faith in the future.

One does not stop carrying out choices during the daily life. They are of two natures: first “is opened” and called upon freedom and the intelligence, second is “closed” since it takes as a starting point the routine. It is while joining together and by mobilizing all the intelligence of all that we will be likely to defend and to save our companies.

The purchase is not done in only one stage, but in a succession of moments. It takes part of continuity.

The true commercial success is not to satisfy the public in its surface needs, but to offer to him “better” than than it A.

The life is increasing, the life is a strategy. The force of life which carries any thing ahead is not other than the whole of all the desires of the men. The man is the craftsman of his own life, the Master of his destiny and that of the nation. To sell, it is to live.