Successful selling requires backbone. A sales man may have the appearance, personality, enthusiasm, knowledge of his product, abundance of selling points and willingness for hard work, but without Backbone he cannot hope to be successful. Backbone means courage, fearlessness, confidence. The salesman who approaches the buyer in a timorous manner impresses his prospect with his lack of confidence. If he does not address his prospect in a brief, straight-from-the-shoulder, business-like way he cannot hope to impress him with the importance of his visit.