The play that did not sell is the play undrilled, the oil not found, the idea untested--an economic waste. The three factors governing the salability of prospects are miscellaneous exterior causes, attitudes and reactions of buyers, and the capabilities of the seller.

Miscellaneous exterior causes include economics, weather, location, land, and others. They can not be controlled by the geologist-salesman but awareness of these factors is essential in order that he may time his submittal so that the factors help rather than hinder.

The second factor, attitudes and reactions of buyers, suggests an abiding rule: KNOW YOUR BUYER! This means knowing his attitudes and prejudices, geological and personal, individual and corporate. These factors may not be controlled by the seller but proper timing and presentation may maximize the chances of a favorable reaction. If the seller, rightfully, can not control the buyer, he may in the long run influence buyers as a group. This educational job, done by individuals and organizations, makes these potential buyers aware of the capabilities, limitations, and professional stature of geologists.

The third factor, capabilities of the seller, includes his reputation, skill at presentation, and persistence. Reputation is the outward sum of scientific competence, personal integrity, and exploration ability, and is included in submittal evaluation consciously or subconsciously by any buyer. The proved oil-finder commonly need only draw on his reputation to sell, but the neophyte or dry-holer must keep working on his image and his presentation skill.

This skill at presentation is the one over which the geologist has the most control. Principal ingredients of this skill include good geology, logical presentation, brevity, clarity, use of graphic media, consideration of the buyers' needs, and a realistic evaluation of all facets of the proposal before submittal.

Persistence might be better labeled educated stubborness. The play that might not sell today or this year might sell 10 years from now as a result of some change in any of the preceding factors. Geologists have a responsibility to be stubborn when they think a play has merit.

Finally persistence through time also allows for improvement of reputation and improvement of presentational skills. This professional association provides one of the most useful training grounds for developing these facets of the geologist's character. If one wishes to sell his plays, he must practice. He should practice by presenting good geologic papers and by defending those ideas in his forum of geologic thinking, the A.A.P.G.

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