Od e m us m e ss

A SER I E S OF EIG HTE E N TE XT S, ES PE C I AL L Y P RE PAR E D

FOR T H E A LE XA NDE R H AM ILTON I NSTITUTE CO U RSE IN
A CCOU NTS FI NA NC E AN D M A N A G E ME NT
,

ED ITE D B Y

JOS E P H FR E NC H J OH N S ON
D EAN, N EW YORK U N I V E RS IT Y S CH OO L OF CO MMERC E , ACCO UNT S AN D ” NAN CE

Tit les Au t h ors

C
E ONO M I C S OF BUSI NESS ED W A D SH W DM D R ER OO EA E

ORG AN I ZAT I ON AN D MA NA G E MENT L GA W EE LLO AY

‘
MA RK ET I NG MET HODS R S B . . UTLER

H F D B
SALES MA NSHI P
‘ E RB ERT . E OW ER

JH G J O N . O NES

HA
A DVERTISI NG G
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RRY IP PE R

. o T C Hx Iss

C ORRESPONDENCE G B H m x E ORG E o a x ss

C REDIT S P P WA ET E R HLS T AD

T RA FFI C . PH B K D ILI P E NNE Y

AC C OUNTI NG PRA CTICE L

J W
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EO RE E N DLI NOER

ILLI AM c HDLz E

AU DITING S M W EY OU R AL TO N

C OST FI NDI NG D m 8 K M E . I B ALL

C ORPORATION FINA NCE ‘ W M H L D

. I LLI A . O GE

IBA N K I NG J H F H J OS EP RE NC O B NOO N

H W D M J n O AR . u u o a.

FOREI G N EXC HA N G E F A E R NK LI N BC B t R

I NV EST M ENT AND SP E CU LATION

T H M C W O AS ON AT
A W A LB E RT
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rw oo o
I NSU RA N C E ED W DR H
.

AR . ARD !

REA L EST AT E W L D ALTE R IN NE R

C HA W 0 m m RLES 3 :
COM M ERC I AL LAW
.

H E RO
T H O N A»W . Huo a n

ALEX AN DER HAMI LTON INS TITUT E

NEW YORK
 C op yngh t . 1 9 1 4 by
.

ALE XAN D E R HAM ILT ON I NST ITUTE

ALE XAN DER H AM I LT ON I NST I T UT E

 T A BLE OF C O NT E NTS

PART I MARKET ING M ETHODS :

INT RODUC TI ON
THE M E A N I NG OF MA R K E TI N G M ET H ODS
S E C TI O N

1 . The Th P h f S ll ing
r ee a se s o e

2 . Th I nfl nc f T d R l t i n
e ue e o ra e e a o s

3 . Th R l t i n f S l m n h ip nd Adv
e e a o o a es a s a ng
er t i si

4 . I mp t nc f M k t ing P bl m
or a e o ar e ro e s

CHAPTER I

A D E FA C TORS AN D T RA D E C H A N N ELS
TR

T d F ct
ra e a o rs

Th P d ct
e ro u

Th M k te ar e

R c h ing t h M k t
ea e ar e

T d C h nn l
ra e a e s

N D iffi c l t i
ew f M k t ing
u es o ar e

T h O l d C h in f D i t ib t i n
e a o s r u o

Th N e C h in f D i t ib t i n
ew a o s r u o

Th C n me o su er

Th R t il
e e a er

Th e J obbe r
T he an Mct
u fa u re r

S ll ing P bl m
e f D lro e s o e a e rs a nd Ma nu fac t u re rs
Ot h Aid inM k t ing
er s ar e

The Age nt
The C mmi
o ssio n M e rc h a nt
Th e B k ro er

3476 30
vi C ON T E N T S
CHAP TE R II

S E L L I NG AT RET A IL
S E C TI ON

22 . M gnit d f R t il ing
a u e o e a

23 . I mp t nc f t h R t il
or a e o e e a er

24 . Th M t h d f S ll ing t R t il
re e e o s o e a e a

25 . T h I t in nt M ch nt
e er a er a

26 . Th P ddl
e e er

27 . T h C nv
e a a sser

28 T h Sp c i l t y S l m n
W h n t h Sp c i l t y S l m n
. e e a a es a

29 . e e i U e a a es a s se d

30 . T h R t il St
e e a or e

31 . Sp c i l t y St
e a o r es

32 . D epa rt ment S t or es
33 . Tw o Kind s of D e p art me nt St or es
34 . C h in St
a or e s

35 . S ll ing by M il
e a

36 . N c it y f t h R
e ess o e e t a il St ore

C H AP TER III

RET A I L COM PE T I T I ON
Ret a i inglP i t t h C i il W r or o e v ar

Ch ang e d C ndit i n ft t h W o o s a er e ar

St t
a us o f t h R t il e e a er

Th N e B i ew f C mp t it i n as s o o e o

C mp t it iv St ngt h f t h Sp c i l t y St
o e e re o e e a ore

C mp t it iv W kn f t h Sp c i l t y St
o e e ea e ss o e e a o re

H ow th C nt y G n l St H l d T
e ou r e er a or e o s ra d e

W h y t h G n l St e L T d e er a or e oses ra e

Re asons f o r D ep a r t ment St or e St r engt h

D epa rt me nt St or e E onomie s c
C nv
o c
nien es o f D epa rt ment St or e
e

D epa r t ment St o r e uying St reng t h B

v
Ad a nt a g e s D u e t o Siz e
l
E ement s of ea n W k
e ss in D e a r t me n
p t St o r e s
 C ON T E N T S vii

CHAPTER IV
T H E C H A I N ST ORE
S E CTI O N

51 . Rise C h in St
of t he a or e

52 . G r owing P bl ic I n t tu e r es

53 . M gnit d f C h in St Op t i n
a u e O a or e e ra o s

C h in St
a in t h D y G d Fi l d
or es e r oo s e

R n f
e a so S cc s f
or Sm ll C h in
u ess o a a a

R ea son f S cc s f
or L g C h inu es s o a ar e a

Th C mm n E l m nt
e o of C h in S t St e e s o a o re re ngt h
Wh t h C h inSt i W k
ere e a or e s ea

M t ing C h in St C mp t it i n
ee a o re o e o

B ying E xch ng
u a es

C p t iv C h in St
oo er a e a or es

P p Of C p t iv St
ur ose oo era e ore s

C p ti n H
oo er a nd Ab
o d e re a roa

F oreign C p t iv St oo era e or e s

Typ f C p t i n int h Unit d St t

es o oo e ra o e e a es

St ngt h f C p
re t iv C mp t it i n
o oo er a e o e o

CHAPTE R V

SE LL I N G BY MA I L
Ad v e r t ising a nd t h e a il O r d e r B u s in M
e ss -

T h e E x t e nt o f a il Sa l es M
M a il Ord e r
-
H
o u se s No t Al w a s
y ar e
g L
T w o K ind s o f a il Sa l es M
W h y G oo d s a r e So l d by a il M
W h o is a e g it ima t e L D ea l e r ?
J ust ifi c a t io n o f S e ll ing by a il M
Is Ma il O r d er Se ll in a S e r v ic e
-

g
?

M a il Or d er
-
o use s H
r e a t e B usin e ss C
U I
nd ue nfl ue nc e in Se ll ing
T h e Q u e st io no f Sal e s Se rv ic e
l O pp t nit y
T h e Re t a i er s
'
or u

C mp t it iv St ngt h f M il O
o e e re o a -
rd e r Ho us e s
T h P bl m f L
e ro P ic e o ow r es

C mp t iv C t f D ing B
o a ra e os s o o n
us i e ss
viii C ON T EN T S
S E C TI ON

82 . Th e M ost I mp
nt Fa t or in ri ort a c P c e

83 . H ow Siz e of t h e B usine ss nfl u en e s I c P ic r es

84 . c
T h e Se r et D is o u nt c
85 .
“
L oss L ea d er s
”

86 . St at u s l M il O d H
of t h e Smal a -
r er o u se

87 . H th
ow L c l St C n C mp t
e o a or e a o e e

88 . P ic C mp t it i n V
r e o S v ic C e o e rs u s er e o mp et it ion
T h L c l St M il O d D p ment
’
89 . e o a ore s a -

r er e a rt

90 . B i f S cc f l R t il ing
as s o u ess u e a

CHAP TE R VI
TH E RE T A IL E R
A T I ON A L A D V E RT I S I NG AN D N

T h P bl m f B ying C nn ct i n
e ro e o u o e o s

F m W h m Sh ll t h R t il
ro o B y a e e a er u ?

M n f ct App l t C n m
’
a u a u r er s ea o o su e rs

W t i N t i n l Ad v t i ing
ha s a o a er s ?

R t il P iv t B nd ’
e a ers r a e ra s

Th Q ti n f Q
e ues l ty o o ua i

V l u f t h M n f ct
a e o Nm e a u a u r er s
'
a e

Vl m f Sl
o u e o a es

L S ll ing C t
o w er e os

Q ick S l nd M T n v
u er a es a ore ur o er s

M n f ct
a S ll ing Aid
u a u r e rs
’
e s

C t m R nt S b t it t i n
us o ers ese u s u o

V l f n E xcl iv Ag ncy
a ue o a us e e

H ig h C t nd L P fi t
er os a e ss ro

D l Sh l d W k f
e a er H im l f
ou or or se

C ncl i n
o us o

C H AP TE R V I I
T H E J OB B E R S S ER V I C E ’

1 07 . J obber s S e r
’
vic Lit t l Und t d
e e er s o o

108 . Wh at is t h e J obb e r ’
s Pa y?
1 09 . J obber a c
Sp e ial ist in M k ar et i ng
 C ON T E N T S
S EC T I ON

1 10 . M l c
J obber h as Rea dy ad e Sa e s Fo r e -

111 . C l v M k I
J obbe r u t i at es v lya r et nt e nsi e
1 12 . vc
Sh ipping a nd St or a ge Se r i es
1 13 . vc C cc
Se r i e in a rr ying A ount s
1 14 . V a r ia t ion vc
s inJ obbe r s Se r i e
’

1 15 . v l
H ow t h e J obb er Se r es t h e Ret ai e r
1 16 . W Nc
h en t h e J obb e r is e e ssar y

1 17 . vc C
J obber s Ser i e t o
’
on su me r

1 18 . Cl H M c
A e a r ing ou se f o r -
er h an d ise
1 19 . l l ll
T w o Me t h od s o f W h o esa e Se ing
1 20 . v U l
Ad ant a g es o f sing Sa esme n
1 21 . v ll M
Ad ant ag es o f Se ing by a il
1 22 . C ombin M a t ion o f et h od s

CHAPTE R VIII
THE J OB B E R S ’
ST AT US
J obb er N ot t o be Ab o l ish ed
I c
n re a se d B uyi ng P ow e r of Re t a i l e rs

E ase of B uyi ng D ire ct ly

So me Lin N So d by J ob be r s
es ot l
Re t a il erKn c l
o w s So u r e s o f S u p p y

S m
o e ll C
J obbe r s Se t o o nsu me r s
Th Ch g
e f P ic D i c imin t i n
ar e o r e s r a o

Why t h M n f ct e S ll D i c t
a u a u re r e s re

J bb
o I n b il it y t P h On Lin
er s
’
a o us e e

D i t K p Cl
es re o t M kt
ee ose o ar e

N c it y f C h ck ing U p Adv t i ing

e ess o e er s

S m J bb
o e Ant g ni t ic t Ad v t i ing
o e rs a o s o er s

P ic C t t ing by J bb
r e u o e rs

Excl iv Ag n
us c i nd D i c t S ll ing
e e es a re e

M n f ct
a u a S ll C mpl t Lin
u re rs e o e e es

R t il l t B y T h g h J bb
'
e a R f
e rs e usa o u ro u o e rs

Nta u re of t h C mm d it i e o o es

L d C t
o w ere f Di ct S l
os o re a es

D i c t S ll ing i N t
re e l T nd ncy s a u ra e e
x C ON TE N T S
CHAP TE R I X
TH E P R I VA T E B R A ND P R OB L E M
S E C T I ON

T h e Ol d Lin J bb -
e o er

J bb
o M n f ct
er s a s C mp t it a u a u r er s
’
o e or s

D iff nt K ind
er e f M n f c t ing J bb s o a u a ur o ers

W h y t h J bb Lik e P iv t B nd
o er es r a e ra s

Sm ll P fi t n Ad v t i d G d
a ro o er se oo s

J bb W nt t C nt l H M k t
o er a s o o ro IS ar e

P iv t B nd M n M C t m
r a e ra s ea or e us o ers

W h y t h M n f ct e M k P v t B nd
a u a u re r a es ri a e ra s

A g m nt Opp
r u e d t P iv t B nd
s os e o r a e ra s

Unf i n t M n f ct
a r e ss o a u a ure rs

H ow Unf i n C nb Av id d a r e ss a e o e

L P fi t n P iv t B nd
e ss ro o r a e ra s

B y D m nd Ad v t i d G d
u er s e a er se oo s

Ad v t i ing D
er s N t I nc C t oes o r e a se os

M n f ct
a u a f P iv t B nd H t H im l f
u r er o r a e ra s ur s se

Sh l d Al l G d B
ou M n f ct Nm oo s ear a u a urers
’
a es ?

T wo Ph f t h P bl m
a se s o e ro e

T h P b l ic
e uI nt t ’
s er es

Fu t u r e of the J obber

C H AP TE R X
THE MA N U FA CT U R E R S C AM P A I G N— ST U DY ’
OF THE

P ROD UCT
I mp t nc f t h M k t ing P l n
or a e o e ar e a

B i f G d Pl n
as s o a oo a

An l y i in B in
a s s us e ss

M gnit d f M n f c t
a u P bl m
e O a u a u rer s
’
ro e

C mp ign P l n I ncl d Ad v t i ing nd S l

a a a u es er s a a es ma nsh ip
Wh nt h An l i Sh l d b M d
e e a ys s ou e a e

M k ing S a f t h P d ct ur e o e ro u

Th P bl m f t h R
e ro M t i l e o e aw a er a

C p c it y f t h Pl nt
a a o e a

An l y i f L ba S pp l
s s o a or u y

C t f M n f ct
os o a u a u re
 C ON TE N T S xi

S E CT I ON

1 72 . Th e Q u est io nof C a
pit al
1 73 . Ch oosi ng t h e Righ t N a me
1 74 . T d M k
Th e ra e -
ar

1 75 . T h P bl m f t h P ck g
e ro e o e a a e

1 76 . C h t ing t h S ll ing P int

ar e e o s

1 77 . T h D m nd f
e e th P d ct
a or e ro u s

1 78 . Th N t e f D m nd
a u re o e a

1 79 . N c it y L x y
e ess or u ur

1 80 . Will t h B in b P m n nt
e us ess e er a e ?

181 . H M ny S l t
ow a C t m a es o a us o er ?

1 82 . A Thre S ll ing S
er e n? e easo s

CHAPTE R XI
T H E MA N U F A C T U RE R S C AM P A I G N—S T U DY O F T H E MA R K E T
’

Wh t i M nt by t h M k t
a s ea e ar e ?

P p ur f M k t An l y i
o se o ar e a s s

W h C mp o th oM k t? ose e ar e

Wh th M k t ?
'

er e 1 8 e ar e

Wh n C nt h P d c t b S l d
e a e ro u e o ?

H ow P ch a re Md ur a se s a e?

H M ch C nb S l d ?
ow u a e o

I th M k t G
s e ing arS h ink ing
e ro w or r ?

C mp i n f C n mpt i n nd P d c t i n
o ar so o o su o a ro u o

Th St d y f C mp t it i n
e u o o e o

T h R l t iv St n
e e a
g t h f C m p t
e it re o o e o rs

C mp t it iv M k t ing M t h d
o e e ar e e o s

T np t t i n P bl m
ra s or a o ro e s

CH AP T E R XI I
THE MA NU FA C T U RE R S C AM PA IG N—R EA C H I NG '
THE
M AR K ET

The Th i d P t f t h Pr ar o e ro b e l m
1 97 . T d C h nn l
ra e a e s

1 98 . Excl iv C mbin d U
us e or o e se o f T rad e Ch a nnel s
xii C ON T E N T S
s s cr xo n
1 99 . c l t Cnm
D ir e t Sa es o o su ers

2 00 . Di c t S l
re t R t ila es o e a er s

201 . Di ct S l
re t Sp c i l R p
a es nt t iv o e a e r ese a es

E l t ic it y f t h M n f c t O g niz t i n
’

20 2 . as o e a u a u r er s r a a o

20 3 . T d C h nn l C n t nt l y C h nging
ra e a e s o s a a

2 04 . T h I nfl nc
e f C t m
ue e o us o

Sh pp ing Lin nd C nv ni nc
“ ”
20 5 . o G d es a o e e e oo s

20 6 . Unf mil i it y f t h P d ct
a ar o e ro u

207 . N c it y f Un l S ll ing E ff t
e ess o u su a e or

20 8 . Ot h I nfl nc
er ue es

20 9 . Th S l e P l icya es o

210 . Th C t f M k t ing
e os o ar e

21 1 . O g niz t i n f S l m n nd f Ad v t i ing
r a a o o a es e a o er s

212 . C d in t ing t h S l m n h ip nd Adv t i ing

o or a e a es a s a er s

213 . G t t ing D i t ib t i n nd C p
e t ing
s rit h D l u o a oo era w e a er s

21 4 . Th S l e R c d a es e or

C H AP TE R XIII
P R OT E CT I N G T H E MA N U F A CT U R E R S GOODW ILL ’

G d ill
oo nd P ic M int n nc
w a r e a e a e

H ow P ic M int n nc D v l p d
r e a e a e e e o e

P ic C t t ing nd t h M n f ct
r e u a e a u a u r er

M th d e f St p p ing P ic C t t ing
o s o
’
o r e u

I nt f nc it h P p t y Righ t
er er e e w ro er s

Un n b l R t int f T d
r e a so a e e s ra o ra e

I P ic M in
s r t nn ec F m f M n p ly
a e a e a or o o o o ?

A Fix d P ic
re nd C n p i cy P ic Sim il
e r es a o s ra r es ar ?

D oesP ic M int n nc R l t in High P ic

r e a e a e esu er r es

Cn m ? o su er

A Fix d P ic
re Unf i t D l
e r es a r o e a er s ?

A g m nt in F v
r u e f P ic M int n nc
s a or o r e a e a e

St nd d P ic
a arH l p t h M n f ct r es e e a u a u r er

St nd d P ic
a ar H lp t h D l r es e e ea er

St nd d P ic
a ar H lp t h C n m r es e e o su er

S t nd d P ic
a arE nc g C mp t it i n
r es ou r a e o e o

Al l P ic C nn t b R t ic t d
r es a o e es r e
 C ON TE N T S xiii
CHAPTE R XIV
T H E C OST OF C OM P E T I T I V E S E LL I N G
S E CT I O N

23 1 . C it ici m f M k t ing M t h d
r s o ar e e o s

232 . W h P y f t h Ad v t i ing
o a s or e er s ?

23 3 . Ad v t i ing nd t h R t il St
er s a e e a or e

234 . Ad v t i ing nd t h M n f c t
er s a e a u a u re r

2 35 . R d ct i n f M n f c t ing C t
e u o o a u a ur os s

2 36 . R d c t i n f S ll ing C t
e u o o e os s

23 7 . E v id nc e f S v ing
e o a s

2 38 . T h Ext
e V l in Adv t i d G d
ra a ue er se oo s

2 39 . Ad v t i ing nd Ot h
er s M k t ing M t h d
a er ar e e o s

24 0 . I Ad v t i ing
s er S ci l W t
s a o a as e ?

24 1 . Ad v t i ing nd S l m n h ip H v S m P p
er s a a es a s a e a e ur ose

24 2 . Any H n t M t h d L git im t in C mp t it i n
o es e o e a e o e o

PART II SELLING :

CHAPTE R I
I TS P L A C E I N T H E FI EL D O F B U S I N E SS

T h M c h nd i ing M c h in
e er a s a e

Pow e r F ni h d b y t h S l m n
ur s e e a es a

S l m n h ip P m t
a es a s C ivil iz t i n ro o es a o

V t I nfl nc f S l m n h ip
as ue e o a es a s

T h S l m n D ignifl d W k
’
e a es a s e or

D m nd V
e a S ppl y f S l m n
e r su s u o a es e

R m n ti n f S l m n
e u e ra o o a es e

D m nd f
e a R t il S l m n
or e a a es e

S l m nW h S k t h B y
a es e o ee e u er

O pp t nit i
or u in S l m n h ip
es a es a s

Wh t t h S l m n L n
a e a es a ea r s

U niv l it y f S ll ing
e r sa o e

S ll ing Ab il it y N t N c
e il y I nh nt o e essa r e re

Kn l d g Pl P c t ic
ow e e us ra e

CHAP TE R I I
STA P LES , B R A N D E D ST A P L ES AN D S P EC I A LT I ES

15 . D iv i i ns o s of S ll ing e

16 . Wh B e re u
y S
er k S ll n
eed V ic V
s e er a e e rsa
xiv CO N TE N T S
17 . Sing l V e R p t d S l
er su s e ea e a es

18 . St p l
a esnd Sp c i l t i
a e a es

19 . S ll ing Sp c i l t i
e e a es

20 . Sp c i l t i
e a B c m St p l
es e o e a es

B nd d St p l
ra e a es

22 . T h B nd d St p l
e ra nd t h
e a e a e Sa l man
es

S ll ing St pl
e a es

24 . F ct
a in S l
or s a a e

CHAPTE R III
TH E S EL LI N G P R OC E SS—P R E L I M I N A R Y T O T H E I NTE R V I EW
D fi nit i n f
e o S l o a a e

D v l pm nt
e e o f e S l s o a a e

P p t i n f t h I nt v i
re ara o or e er ew

St d ying t h P
u p ct e ro s e

G t h ing I nf m t i n
a er or a o

U ing C d I nd x
s a ar e

G t t ing t S
e th
o By ee e u er

M nH d t S
e ar o ee

T ct ic t b Av id d
a s o e o e

U se o f T l ph n nd B in
e e oC d e a us ess ar

D ignifi d B e ing inO t ear Offi c u er e

S c ing F v
e ur b l C nd it i n f
a ora I nt v i e o o s or er ew

U ing C p t i nt S t h P p ct
s oo er a o o ee e ro s e

I nd iv id l it y in Acc nt ing On l f
ua ou e se

T h App
e ch P p
r oa ro er

CHAPTER IV
T H E SE LLI NG P ROC E SS—T H E I NT E R V I EW
At t nt i n I t N t
e o : s a ure

C nd it i n F v bl t At t nt i n
o o s a or a e o e o

T h C d nd t h H nd h k
e ar a e a s a e

C h ct An l y i
a ra er a s s

T nf ing At t nt i n t G d
ra s er r e o o oo s

T h Op n
e ing T lk
e a

An I nt t p v k ing Q
er es ti n
-
ro o ues o
 C ON T E N T S

At t ent ion Th rough C ur iosit y

D ramat i c Mea ns o f G et t ing At t e nt ion
P rospec t s P a rt ic ipat ion in Sa l e
’

T h e At t en t ion o f t h e J obbe r s Sa l esman

’

Trunk Lines and Sampl e Rooms

Mak ing Appoint ment s
D isp l ayin g S a mpl e s At t r a c t iv el
y
Th e You At t it ud e
“ ”

Ta lk ing C ust omers, Not Tel eph ones

I nt erest
Th e Sa l e sma ns V oc a bu l a r y
’

T h e L aw o f Men t al D o min a t ion

I nt erru pt ions t o t h e I nt e rv iew

T h e D emon st r a t io n

E x a mpl e o f a D emonst ra t ion

C onfi d ence Th ree Ways
CHAPTE R V
T H E S E LL I N G P R OC E SS—AG E B E M E NT

M t ing Obj c t i n
ee e o s

Ant g ni m
a o F i nd l y G t T g t h
s or a r e e -
o e er

Ant ic ip t ing t h Obj ct i n

a e e o

Wh n t M nt i n P ic
e o e o r e

Th U n e n d I nh ib it i n
r ea so e o

T ct in Opp ing t h P p c t
a os e ro s e

F lty P
au nt t i n Crese t I nh ibit i n
a o r e a es o s

D ing nd I nd p nd nc
ar a e e e e

Di c in g C mp t it G d
’
s u ss o e or s oo s

M inimiz ing Obj ct i n e o s

Desir e
“
D e sire nd t h e You At t it ud e
a

Desire I nd ic at ed
The Cl ose

Se c ng D e c ision
ur i

C ou rage an d P osit iv e S u g g e st io ns
T h e D ec isionona
“
in o r P o in t
”
M P inc ipl
r e
“
Writ ing Out t h e Order l ose "
C
Turning P o int s o f Dec ision
M ec h a nic a l Sc h e me s
xvi CO N TE N T S
CHAPTER VI
RO U ND I N G OU T THE S A LE
S E CTI ON

83 . C nc nc f B y nd S ll
o ur r e e o u er a e er

84 . P i t nc f t h Righ t Kind
ers s e e o e

85 I ll H m
-
uU n p t m nh k
or s or s a e

86 . Aft th
er S l e a e

87 . F ni h ing H l p f l D t il
ur s e u e a s

88 . T h R igh t I mp
e i n t L v ing r es s o a ea

B ill S t t
“ ”
89 . Th e ar er

90 . G t t ing t h
e P ic e r e

91 . E mph iz S vic as nd Q l it y
e er e a ua
“
Th ink I t Ov er

93 . Th C ll B ck
e a -
a

94 . C t iv S l m n h ip
r ea e a es a s

CHAP TE R V I I
H U MA N A PP E A LS T H A T SELL

W m F i nd h ip V
ar r e C l d Sc i nc s e r su s o e e

S c ing P p ct R p c t nd Ad mi t i n
’
e ur r os e s es e a ra o

S c ing t h P p ct F i nd h ip
’
e ur e ro s e s r e s

Th Sinc
e C mpl im nt er e o e

Ap p l ing t S l f E t m
ea o e -
s ee

Acq i it iv nu s nd D i f e P fit e ss a es r e or ro

L v f H m nd F mil y
o e o o e a a

I mit t i n a o

V i App l P ibl
a r ou s ea s oss e

T woAv n f App le u es o ea

A W M v d By R
re e n S gg t i n?
o e ea so or u es o

App l t t h I nt ll c t
ea o e e e

Th I m g in t iv Ap p l
e a a e ea

P it iv S gg t i n
os e u es o

P it iv V
os N g t iv S gg t i n
e e r su s e a e u es o s

U se of M t iv nd App l o es a ea s

CHAPTE R VIII
E SSE NTI A L QU A LI F I C A T I ON S OF A S A L E S MA N

111 . Th gh t St dy nd W k
ou , u a or

1 12 . N t iv Abil it y
a e
 C ON T E N T S
e a e r xo n
1l 3 . H lt h
ea

1 14 . P p re are d ness
1 15 . Ambit ion a nd App l ic at io n
1 16 . Obser v at io n
1 17 . T cta

1 18 . C nc nt t i n
o e ra o

1 19 . C g o u ra e

1 20 . H n ty
o es

1 21 . C nfi d nc
o e e

1 22 . Ent h u siasm
1 23 . L oya lt y
1 24 . Opt imism
1 25 . Im a
g ina t ion
1 26 . Ed u c ti n a o

1 27 . V ic nd App nc
o e a e a ra e

1 28 . P n l it y
erso a

1 29 . S l f An l y i
e -
nd I mp v a s s a ro e ment

C H APTE R I X
T H E S A L E S MA N S D U T I E S AN D R E S P O NS IB I LI T I E S
’

A S l m n R p n ibil it ’
a es a s es o s y

S l m n T im nd I t U in B in
’
a es a s e a s se us ess

O g niz ing
r a T n a ow

Pl nning t h D y W k
a e a
’
s or

P p ing f t h N x t D y
re ar or e e a

P c nt g f E ffi c i ncy
er e a e o e

G t t ing in F ll D y W k
'
e a u a s or

R ina
y D y W k a or

Th L e f Av aw
g o e ra es

T h S l m n At t it d T d T
'
e a es a it y s u e ow a r e rr or

S l m n T im nd I t U —O t id f B in
’
a es a s e a s se u s e o us ess

H our s

CHAPT ER X
C OO P E R A T IO N I NFL U E NC E AN D ,
F R I E N DS H IP

T h M nin
e g f C
ea p t i n o oo e ra o

S l m n C p t i n it h t h H
’
a es a s oo e ra o w e o use

S c ing V l bl I nf m t i n
e ur a ua e or a o
 v i ii C ON T E N T S
S E CTI O N

144 . C oop er at ing w it h C d it M re a n and Ad v ert ising

1 45 . Re l at io ns t o Sa l M ng
es a a er

1 46 . C o op er at io n f ro m th H e ou se

147 . Sa l es mans
’
C o op er a t io n w it h C u st o mer s
148 . Se r ing v H as af I nf Cl ear i ng o u se or or mat ion
149 . C l t iv t ing P n l R l t i n
u a e r so a e a o s

1 50 . C p ti n f m C t m
oo er a o ro us o ers

151 . Th C t me Fi m R p
us o nt t iv
er a s a r e r ese a e

1 52 . L tte f I nd
er s m nt o or se e

1 53 . V l f C t m C p ti n
a ue o us o er oo era o

PART III L MANAG EM ENT : SA E S

CHAP TE R I
S A L E S MA N A G E R —H I S QU A LI F I C A T I O N S AN D D U T I E S

Th N c e it y f Effi c i nt S l
e ess M n g m nt or 3 77 e a es a a e e

T h Obj ct f P
e nt D y S l M n g m nt
e o r ese 3 79-
a a es a a e e

Q l ifi c t i n f t h S l M n g — R nk nd E
ua a o s o e a es a a er a a x

p erience
Lv M n
o e o f H is e

L y lt y t M n
o a o e

Abil it y t M int in D i cip l in

o a a s e

O g ni z ing Abil it y
r a

B d G g d Kn l d g f B in N c
ro a -

au e ow e e o us e ss e e ssa r y

Th T e T t f H i Effi ci ncy
rue es o s e

N c it y f I nt D p t m nt l C p t i n
e e ss o er -

e ar e a oo er a o

T h Ad v t i ing D p t m nt
e er s e ar e

Th P d ct i n D p t m nt
e ro u o e ar e

Th C dit D p t m nt
e re e ar e

H nd l ing f C mpl int

a o o a s

Th S v ic D p t m n
e er t e e ar e

Fin n c a es

H ow C p ti ni S c d
oo er a o s e ur e

Th C mmit t Sy t m
e o ee s e

CHAP TE R I I
B U I LD I NG AN OR G A N I ZA T I ON—S E LE C T I N G ME N
1 72 . Pl a nning t h e S ll ing C mp ign
e a a

1 73 . T e st ing O ut S ll ing M t h d
e e o s
 C ON T E N T S xix
SE CT I ON
1 74 . Pca e ma k er a nd N ew M en
1 75 . So u r c es f ro m Wh ic h Sa l es men a re Se c u re d — Ad ve rt ise
me nt s
1 76 . Se c uri ng Sa l es men f rom t h e I n id s e . O r g a ni z a t io n
1 77 . Fr o m C
mpet ing Or ga ni a t io ns
o z
1 78 . C
Fr om No n omp et ing Or g ani at io ns
-
z
1 79 . T h ghrou Mi
i n y W k f th S l m ss o ar or o e a es e n
1 80 . C ll g M n
o e e e

N c it y f P v i S ll ing Ex p i nc
e ess o re ou s e er e e

1 82 . M t h d f S l ct i n
e o s o e e o

1 83 . H ow D H S ll H i O n S v ic
oes e e s w er es ?

1 84 . P l imin y C
re
p nd nc
ar or r e s o e e

1 85 . I nt v i ing t h Appl ic nt
er ew e a

1 86 . R f
e ere nc es

1 87 . App l ic t i n B l nk
a o a s

1 88 . Y ng M n P f d
ou e r e e r re

C H APTE R I II

B U ILD I NG AN ORG A N IZA TI ON—TR A I NI NG SA LESM E N

Th N d f
e T ining M t h d
ee or ra e o s

Th M n in C h g
e a f T ining ar e o ra

D iv i i n f T ining
s o s o ra .

Ho u se T ining ; P p ing R c it f C l W k
ra re ar e ru s or ass or

Op ning t h T ining C l
e e ra ass

Sp c i l I n t c t i n in D iff
e a nt L in
s ru o er e es

St d ying S ll ing M t h d
u e e o s

A T lk f m t h St
a S l m n
ro e ar a es a

L ng t h f C
e o nd Siz f Cl o u rse a e o a ss

Fi l d T ining
e ra .

Esse nt i l Q l ifi c t i n f t h C
a ua h a o s o e o ac

V i M t h d f C c h ing
a r o us e o s o oa

U ing S l m n in T it y ( h
s a es a e rr or as
‘
oac

Gro u
p M t h d f F i l
e d T ining o s o e ra

L ying O t t h Fi l d
a u e e

Th W k P g m '
e ee s ro ra

P inc ipl f C c h ing

r es o oa

C t V
os R lt
e rs us esu s
xx C ON TE N T S
CHAP TE R I V
TH E T R A I N I N G O F R E T A I L S A L E SM E N

Th e Sa l es man is t h e St or e
T h e Sa me P incip l
r es o f Sa l es m a nsh ip
T h e D e p a r t ment St or e as a nE x a mp l e

x l
E p aining t h e S t or e P l icy
o

A Sa l esm a ns
’
C r ee d
T c h ing t h
ea e St o r e Syst e m
Th P incip l
e r es o f Sa l m
es a nsh ip
T h T c h niq
e e ue of Se ll ing
D emonst r a t ion
Ana ysis l of St ep s in a Sa l e

C H AP T E R V
T H E T R A I N I N G O F R E T A I L S A L E S M E N (C n in d )
-
o t ue

B g inning Ac t l S ll ing
e ua e

Sp c i l nd G n l B ll t in
e a a e e ra u e s

St d ying M c h nd i
u er a se

M E x t n iv C
or e e s e ou r se

J ni C
u or o u r ses

Ot h M th d f S l ti n
er e o s o o u o

C p t ing it h t h P bl ic Sch l
oo era w e u oo s

T ining t h N nS ll ing E mpl yé

ra e o -
e o s

Appl ying D p t m nt St M t h d t Ot h R t il
e ar e or e e o s o er e a

St o r es
T h e St or e M a nu al
T h e Re l at io no f T ra i ning t o E mp l yme nt
o a nd l V el f a r e

CHAPTE R V I
S ELL I N G M E T H O D S—E QU I P M E N T—T H E S A LES MA N U A L

2 28 . C n t nt N c it y f N M t h d
o s a e e ss or ew e o s

2 29 . S c f N S ll ing S g g t i n
ou r e o ew e u es o s

230 . M t h d f S c ing S gg t i n
e o s o e ur u es o s

23 1 . Th St nd d S ll ing T lk
e a ar e a

2 32 . Fl x ib l U
e f t h St nd d P
e se nt t i n
o e a ar r ese a o

233 . Eq ipm nt
u e
 C ON T E N T S xx i

E q uip me nt W it h a I
n ma g ina t i v e App e a l
V i l iz ing t h P d c t
s ua e ro u

Eq ip m nt Wit h t S l
u e ou a es me n
K ping t h Eq ipm nt
ee e u e Fr e sh
Ar r a ng eme nt nd U se
a of E q u ip me nt
T h e Sa l es Manua l
M a nu a l P v id I nf m t i n
l Sh ou d ro e or a o a nd I nsp ir a t io n
Fo r m f th S l
o Mn l e a es a ua

S o ur c f M t i l f th M n l
es o a er a or e a ua

CHAP T E R V II

COM PE N S AT I O N—T E R R I T O R Y— R E GO R DS—S I AT I S T I C S

' '

W h at a Pl a no f C o mpensa t io n Sh o u d A l cc o mp ish l
Sa l ar
y nd Ea p e n se s x
l
Sa a r y a nd ommission C
S t r a ig h t omm ission C
Th e D raw ing A o u nt cc
Bl ck
o ing O ut e rr it o r y T
App ort ioning it y e r r it o ry C T
M in imu m B u sin e ss an d G ua ra nt e e d T e r r it o ry

c
Re o r d s o f or W k
in e r r it o r y T
l
Sa es D e p art me n t Re o r d s a n d St a t ist i c c s

l
Sa e sma ns D a i y Re por t
'
l
l
Sa e sma ns D a i y et t er
’
l L
T l
a bu a t io n s o f Sa es l
l
S a e smans Ro u t e
’
a rd C
Re po rt s on ust ome rs C
M a
ps
M onth y l T b l ti n f S l
a u a o s o a es

Ot h e r P ib l I nf m t i n
oss e or a o

CHAPT E R VIII
G ET T I NG T H E B ES T O U T O F T H E

T he Th ing inS l M
B igg e st a es a na g e me nt
“
G ing V er C p ti n
"
e rs u s oo e ra o

V i it ing t h M nint h Fi l d
s e e e e

D il y L t t
a e e rs
xxii CON TE N T S
SE C T I ON
C o nt ent s of D ai y l L e t t er

c l P g ph
Spe ia a ra ra s

Sp c i l P
e g p
a h I l l t t d
a ra ra s us r i e

P g ph nd T ining
ara ra s a ra

M tto nd I nd
oe s a m nt o r se e s

H O g n
o u se r a s

N m nd C nt nt
a e a o e s

Obj c t f th H
e O g n
o e o u se r a

S c ing C nt ib t i n t t h H
e ur o r u o s o e o u se

G t t ing S l m n t
e C nt ib t a es e o o r u e

Th H e O g n Ed it
ou se r a or

C H AP TE R IX

G E TT I N G T H E B E S T O U T O F T H E M E N (C o nt inu ed )
C nt est s
o

v
G i ing All a C h nc T W in a e o

M k Q l it y f B in (J t
a in
g ua o us e ss o us

P izr es

Pl n f C nt t
a s o o es s

M t h d f Sh ing St ndi ng
e o s o ow a s

Q t u o as

M t h d f D t mining Q t
e o o e er u o as

E x m pla f Q t P iz es o uo a r es

C nv nt i n
o e o s

P p t i n f t h C nv nt i n
re ar a o s or e o e o

Th P g m
e ro ra

Typic l P g m a ro ra

S c in
e ur
g M x im m B n fi t f m t h C nv
a u e e ro e o e nt io n
B inging in t h M n
r e e

Ent e rt a inme nt
Th e C nv nt i n H ll
o e o a

R esu l t f t h C nv nt i n
s o e o e o

P m ti n
ro o o

I d l iz ing t h
ea e B u siness
 MA R K E T ING ME T H O DS

I N T R O D UC T I O N
TH E M EANING OF MARKET ING METHODS
1 .
f
T h e t h ree p h ases o Th e re e t hr ee d if selli ng — . ar

f er nt ki nds o f t hi ngs t h at must b e co nsid e r d by v ery

e e e

on e w h o h s an ythi ng t o s e ll One group of c onsid er

a . a

t i ons h as t o d o on ly with p ers n al s al sm anship nd s l e s o e a a

m anag em ent Anot h er h as t o do only with adver t isi ng

. .

S t ill a t hird is conc rn e d s ol ely ne i t h e r w ith p e rs onal

e

s al esm anship nor with adv ertisi ng but is c omm on t o ,

both .

T o illustr at e suppos e th at a m anuf ac t ur er und e r t ak e s

,

t o m ark t a n e w product
e I f h is t o influ ence s l s in . e a e

all p o ssibl e w ays h e must giv e much t h ough t t o t h

,
e

s l ecti on t r i ni ng and sup e visi ono f ane ff c t iv e f rce

e , a r e o

o f s al e sm e n nd h e mus t ls o p y c ar e ful a t t ent io nt o t h e

, a a a

m any imp ort ant d et ails f t h t echniqu e o f adv er t isi ng o e

for i ns t nc e t h e o g aniz at i ono f t h e dv e r t isi ng d e p rt

a , r a a

m ent t h e d et ermi nati o no f dv e rtisi ng policy t h e w rit

, a ,

ing a n d pl aci ng o f adve r t is em ent s t h e prep a rati n f ,

o o

suppl em ent ary adv ertisi ng aids and t h rec ordi ng o f , e

r e sults I s t his ll t h at h e niu st d o h w ev e r ? By n

. a ,
o o

m eans Th e re is an ot h r imp or t nt ph s e f pre p r

. e a a o a a

ti nfo r t h s lli ng c mp aign w hich prec d t h pl anni ng

o e e a e es e

b ot h f r t h e p rs nal s al esm nship nd fo r t h e ad ert is

o e o a a v

ing T h e pl n b hi nd t h e c am p ig n is t h e thi ng t h t
. a e a a

prim rily d et ermi n s t h e succ ess o r failur f v v s al es

a e e o e er

m n a nd f e v y ad v rti em e nt
a o O n it d e p e n
er ds t h e e s .

s el ecti n o f adv r t i i ng
o pe rs nal al e sm nshi p as a
e s or o s a

m ark ti ng t l ; nit d pends al t h e ch ice o f ne trade

e oo o e so o o

ch annl r of anoth e r and t h e d ecisi o nto u s e stablish ed

e o e
111 —1 1
2 1 1 : . 1 M AR K ET ING M E T H OD S
me th ods of r e ching t h e m rket r t o h ew ou t s om e new
a a o

road b et w eendist ribu t or nd c onsum er All t h se t hi ngs a . e

an d m ny m r mus t b d ecid ed b f or e
a o e s l esm an is
e e a a

e mpl oy e d o a li n e f a dv e rt isi ng is w ri t ten T h e pl an

r o .

b ehi nd t h e c amp aign is t h fi ld wh r e p erson l s l es e e e a a

m anship and dvert ising m e t ; it is b s ed ona consid r a

a e a e

t i o n o f all t h e vi t lly imp ort n t t hi ngs th at d o not pe

a a r

t i ne xclu v ely t ei t h er on e o f t h e t w o e xpr e ssi ons of

°

t h e sellingT
a o

id but t h at l ie b ehi nd t h em b ot h
ea .

I t is with s om e o f t h pr obl ms i nv olve d int h e pl an e e

b ehind t h e c amp ign t h at P art I of t his v olum e is t o

a

d l Th r e is no n am e ing ener al u se t o indic at e t hos e

ea . e

a ct ivi t i e s t h at a e i nclude d in t h e c ompl et e c amp aign

r .

T h w ord s elli ng pr op erly i nclud e s ev erythi ng t h t is

“ ”
e a

d one by t h e manw h o h as anythi ng t o disp os e o f ina com

m e ci l w ay
r a I n gener al prac t ice how ev e r t his word
.
, ,

is qui t e f equ ent ly r es t ric t ed in its m e aning so th t it

r a

appli e s on ly t o p ers on al s al sm nship I n its s t ead t h e e a .

word m ark ti ng is gradu ally c omi ng i nt o popul r u se

“
e
”
a

t o pply g en
a er lly t o t h e di s t ribu t i n
a g c amp aign I t is .

t his w o rd th at w e sh all usu ally e mpl oy M a rket ing .

met h o d s in a s ens e a e i nclusiv e o f ev eryt hi ng th at is

, , r

d one t o influ enc e s al es Ordi n ril y how ev r t h e st udy . a , e ,

o f m ark et i ng m et h o ds exclud es t h e c onsid er t i on o f t h e a

t ch niqu e f adv e rt isi n

e o g and t h e t ech niqu e of s l esm an a

ship nd i nclud es only th os e s al e s consid r at i ons th at

, a e

ar not c nc rned s ol ely wi t h one or t h e ot h er o f t h e

e o e

t w o dis t i nct w ays o f disp o si ng o f c o mmoditi e s .

2 T h e in
.
fl u e nce o f t r d e r el t io ns — W e c annot con
a a

sid er all ph as es of t h e sub j ect of m ark eti ng C h i fl y w e . e

are co n c erned wi t h th ose complic at e d rel at ions t h at m d o

e rnm rk t i n a g h as d evel op ed among t h e v ari ous f act ors

e

int r ad e and t h at must b e c onsid er e d first by t h e dist ibu

, r

tor who wish e s to build his c amp aign with c are Wh et he r .

 IN T ROD UC T I ON 3

o ne is a r et ail e r a j obb e r or a m anufacture r h e fi nds

, , ,

th t his ev e ryd ay act iviti e s a e li nk ed up in c ou nt l ess

a r

w ays wi t h t h e probl ems arisi ng fr om t h e c ompe t i t iv e r e

l at i ns am ong t h e m ny kinds o f r et il di s t ribut ors fr o m
o a a ,

t he in cr asi ng att empts t o short en t h e ch ain o f d ist ribu

e

tion and t o discov er new trad e ch anne ls fr om t h e impor ,

t ant c aus es f or t h e ch aot ic conditi o n int h e j obbi ng in

d u st ry fr o m t h e r e sul t ing di fficulti es att endi ng t h e solu
,

tion o f t h e m anuf cturer s m arke ti ng riddl e and fin ally

a
’

from t h e gr ow i ng public nd l gisl at iv e i nt e re st inmar

a e

k et ing proc e dure and t h e d em and t h at each distributo r

de finitely j us t ify his own exist enc e .

3 T h e rela t ion of sal esman sh ip a n d ad ver t isin

.
g .

T h study o f m ark e ti ng is o f t enconfus ed by t h e f ai lur

e e

t o r ealiz e t h e si n gl e purp o s e of ll s al e s ct ivi t i es The re

a a .

are n oly t w o w ays inw hich anyt hi ng canbe s ld— by pe o r

son l s al sm anship and by adv ertising C omm erci ally

a e .

sp aki ng p e rs onal s al esm anship is t h e a t t empt t i nduc e

e ,
o

a d e sir e d a ctio n o r a d e sir e d m en t al at t i t ude r e g arding

go ods or s ervice s by direct solici t ation of one buyi ng u nit
,

or one i ndividu l at a t im e Adve r t isi ng is t h e att empt

a .

t do t h e s am e t hi ng bu t by t h e s o lici t ti n o f m o re th an
o , a o

o ne buyi ng u nit or m o re th ano ne i ndividu al t a tim a e .

U nfor t u nat ely s m e of t h e p artis ans o f th es e t w o x

o e

pressi o ns o f t h e s elli ng id e h av e s ught at tim e s t o build

a o

up a w all b et w een th em W e h e r f l ack o f symp athy

. a o

b t w een s l es m anag ers and adve rtisi ng m anagers o f

e a ,

adv e rtisi n g c amp ig ns as thi ngs ap art from s al es cam

a

p g ai n s a
, nd o f a dv e rtising m e nw h o f rg t th t th ey a reo e a

s l sm n Th r is no ant ago nism b twee n perso n al

a e e . e e e

s al esm nship and adve rtising Th ey re b t h i nclu d ed

a . a o

in s elli ng T h eir m eth o ds di ff e r but th ey h av e o nly ne

.
,
o

purpos e —t o a id in t h e m aki ng of s al es O n f t he . e o

gr e t ne ds o f m arketing is realizatio n f t h e o ne ness

a e a o
4 MAR KE T ING M E T H ODS
of all s elling end e vors anappr eci at i no f t h fact th at
a , o e

t h e t w o ki n ds o f m arket ing pro cedur e e not inopposi ar

t i on th t t h ey b t h h av e t h eir pl ac e an
,
a o d t h at wh enb t h
, o

ar e us e d in a s llin g c mp aig n t h ey must b e c arefully

e a

co ordi n
-
at e d a n d m ad e t o w ork inh arm ony t ow ard t h e
c omm onend .

m o n m k in o bl m — h prob
4 I.
p r t a ce of a r et g p r e s T e

l em of m ark et i ng must b e s o lv ed by ev ery succ e ssful busi

ne ss ent erpris e I nall busi nesse s t h e profit s ultim at ely
.

d p end on t h e ability t o s ell g oods or s ervic es ad van

e

t ag eou sly A f ac t ory may p o ss ess ev ery f acili t y for t h e

.

e c on omical m aking o f g oods but u nle ss t h e s elli ng

,

m eth ods are c ar efully d e sign e d t o m eet t h e p eculi r e a r

q u ir em e nt s o f t h e product an d of t h e m a rk et t h e busi
, ne ss
c annot be conducte d at a profit A tradi ng i ndus t ry als o
.

must fin ally look for its pro fit s t o t h e d ev el opm ent of

eff e ctiv e m eth ods of s elli n g M arket ing probl ems are
.

univ ers al in busin ess and no one in any comm erci al ac

,

t ivit y canafford to ig n or e th em .
 C H APTER I
TRADE FA CTO RS AND TRA DE CHANN ELS
5 .
f o
T rad e rs — Tr act
a d e f a ctors ar e t h e cogs in t h e

m achi nery of m ark eti ng Th ey are t h e thi ngs t h at h av

. e

t o be c o nsid er e d prior t o t h e ac t u al s e lling c amp aig nby

e v ery on e who h as an yt h i ng to sell Th ey may be .

group ed u nd er three h eads : t h e goods th at are to be sold ,

t h e m ar k e t for t h e good s an d t h e m ethods of r eaching

,

t h e d e sir ed m ark e t .

6 T h e p ro d u ct —Ev e ry m a rk e ting c amp aign must

. .

b e built on t h e ch ar a ct eristics o f t h e g oods t o b e sold .

T h e fu nd am en t al b asis for t h e wid e v ari at i o ns inm th e

ods of m ark eti ng is t h e wid e v ari ati ons in t h e n ature f o

t h e g o ods th ems elv e s T h e m et h o ds o f m ark eti n

. g
dress ed m eat and t h e m eth ods of m ark eti ng c o tto n cl th o

a re diff er e nt prim arily b ec aus e t h e pr o ducts t h emse lv es

ar e diff er ent I t is tru e th at t h e v ari atio ns int h e 1i a

.

tur e o f t h e m ark e t aff ect se l ling pl ans l argely bu t usu ,

a lly th es e m ark e t v a ri a ti o ns th ems elv e s are d u e t di ffe r o

en ces in t h e g o o ds to b e s o ld I t is als o true t h at cus

.

t m h as gr e at w eight in d e t e rmining s elli n

o g m e thod s
but customs ev enth ough no l ng r l gic l mu t h av e
, o e o a , s

a ris e n rigi nally f r s om e g oo d r s o n nd th at re o n

o o ea , a as .

so f r as s elli n
a g m e th ods are c nc ern d is alm t in o e , os

v ari ably to be fou nd in t h e ch ar acte ristics o f t h e g od s o

th at ar b e i ng m ark eted
e .

I t is o bvious th at t h firs t t hi ng t he s elle r must do is

e

5
6 MAR KE T ING M E T H OD S
to study t h e thi ngs h e h as t o s ell Th ere are a nu mb er o f
.

qu esti ons h e must ask and answ er b efor e h e sp nds e

mon ey f or s al esm n or fo adv er t ising F or inst anc

e r . e

I s t h e pr o duct one for which th er e is a r eady d m nd e a ,

or must t h e d em a n d b e cr e ed I s it a nec essi t y or a

a t ?

luxury ? Will it r ep eat ? I s it sub j ect t o seas onal v ari a

t i on s ind em and ? Wh at ar e t h e p eculi ar c ondi t i ns sur o

r ounding it s pr o ducti on? Wh at ab out r aw m ateri al ,

c ost o f m anufacture and ease of t ransport ati on? H ow

,

much c apit al is av il bl e t o m arket it ? Wh at are t h e in

a a

h eren t qu ali t i es o f t h e ar icl e Why should p eopl e pur

t ?

ch s e it H ow can it b e giv e n i ndividu alit y ? Wh at

a ?

are t h e tr ad e m ark an
-
d p at ent qu e s t i ons in c onne ct i o n
wi t h it ? Wh at ar e t h e m ark et i ng p ossibiliti es of t h e
p ackage ? H ow much can it b e s old for ? H ow d oe s
it c omp ar e wi t h c omp eti ng articl es ? Th es e qu esti ons
a e m er ely sugg es t iv e
r M o st o f t h e m apply o f cours e
. , ,

chi efly t o t h e m anuf actur er and his product Th er e are .

o t h ers h ow ev e r j ust as impor t an

, , t t h t must b e studi ed
a

by t h e d eal er One o f t h e chi e f cri t icisms o f m any r e

.

t ail and wh ol es l e s al e sm enis t h at t h y do not know t h e

a e

g oods t h ey h andl e T h e m anufacturer d oes not often

.

f ail int his r esp e ct ; but distribut ors ar e so o ft en guil t y

o f f a ilur e r eally t o study t h e t hi n gs t h ey s ll th at it is e ,

n e cess ry t o pl c e gr e at emph asis ont h e import anc e of

a a

this f ct or intrade
a .

7 T h
. e m a r k e t — Study o f t h m a rk et is f lly a s
e u

imp or t ant as st udy of t h e pr duct W h o are t h e peo

o .

p l weh o f o rm t h e n atur al m rk e
at f or t h e g o ods you h v e a

to s ell Wh ere d o the y liv e H ow d o th ey liv e Wh t

? ? ? a

a e th eir buyi n
r g h bi t s ? H ow much canth ey p ay fo a
a r

product lik e yours ? D o th ey b el ong t o a dis t i nct cl ass

or do th ey i nclud e all cl ass e s ? A e t h y ci t y dwell ers
r e

or cou ntry dwe ll ers ? I s t h e m ark et l c l s t at e wid e o a ,

-

,
 T RADE FA C T OR S AND T RADE CH AN N E L S 7

na tion a l o r
, int e rn a tio na l ? Wh at about comp et iti on ?

H ow m any c omp etitors h av e you ? Wh at is t h eir r el a

iv
t e str e ngth ? Who purch a s e s y o ur go o ds no w ? Is
t h er e anund e v lop d m rk t
e e a e ? Wh at is t h e t otal co n
sump t i on of go ds of t o h e kind y u w ant t o s ll
o ? e

Wh at p erce nt age of this cons u mpti on can you diver t

t o y our g o o ds ? C an t h e t ot a l co n sump t i o n be ia
creas ed ? C anyou g et your sh ar e of t h e i ncreas ed con
sumption ?
Th ese and m any oth er qu estions must be answered b e
for e t h e succ essful c amp ign b e gins I t is t ru e th t
a . a

t h e y ar e not a lw ays ask e d an d a ns w er e d c o nsciously .

M ark e ting is not alw ays a c ar e fully c onsid e r e d c t ivi t y a .

M any menh av e st art e d to s ell s o m et hing wi t h out know

in g t h e import a n c e of qu e stions such a s t h e s e— w i t h o ut

a cqu ai nting th ems elv es wit h t h e facts th t fo rm t h e a

b asis for t h e answers— and yet h av e blu nd ered i nto suc

c ess This us ed to b e don e more fre qu e nt ly t h anit is t o
.

d ay F orm erly gu e ssi ng an

. d l ack of for esight ine nt e r
in g up o n a s e lling c amp aig n did not n e c e ss arily m ean
f a ilure . T h e m a rk et w as br o ad an d eag e r no v lti e s , e

wer e few and welcom e c omp e titio nw as r el at ive ly sm all ;

,

an d if t h e pr o duct w as g o d t h e s ell e r could o ft e ng a in

, o ,

his kn owl edg e of t h e m ark e t through exp nsiv e xp ri e e e

en c e and s t ill b e abl e t s ll succ e ssfully T h e g ld n

, o e . o e

d ays of e asy m ark eting are go ne h w v e r T h e ma n , o e .

with s om ething t o s ell t o d ay unl ess h give s t t h e

,
e o

p o ssibl e m ark et t h e s am e c are ful c nsid ratio n th t h e

o e a

gives to t h e product is fa irly c ert ain t g o u nd e r be f re

,
o o

h e blund ers up o n t h e right m ark e t f his goo ds T he

or .

busi ness c em et ery is full o f m anufacture rs w h o h av e

tri ed to s ell th eir goods t o t h e wrong peo pl e o f j ob be rs ,

w h o h av e spr ead th eir s l e m en o u t t oo t h in

a s lv v e r an o

imp ossible area and o f r t ail e rs w h h ave verstocked

,
e o o
8 MAR K E T ING M E T H OD S
or wr ongly b ought b ec aus e of l ack of e x ct knowl edge a

o f wh at t h e ir m rk et w s an d w h at it w nt ed
a a a .

8 R eachin t h e m rke t — T h e purp o s o f studyi n

a g e
.
g .

t h e pr oduct an d s t udyi ng t h e m arket is firs t t o dis

c v er f o t h e dist ribu t r t h e p o ssibili t i s Op n t o him
o r o e e ,

a nd s ec ond t o aid him inhis s o lu t i ono f t h e pr obl ems e r

l t i ng t o t h t hird trad e factor— t h e m et h ods o f r each

a e

ing t h e d esir e d m rk et All t h e pr evi ous s t udy o f t h

a . e

c mp ign l ds up t o t h e study o f t r ade ch nnels and

a a ea a

m arket i ng m t h ds Addi ng m achi n s f or i ns t nc

e o . e , a e,

a re usu ally s old dir ect by t h e m nuf cturer t o t h e con a a

sum er b ec aus e t h e n atur of t h pr oduct is such t h t e e a

middlem en c ould not or w ould not giv e it su ffici nt ly e

c r ful study t o enabl e th em t o d ev l op t h e nec ess y

a e e ar

m rket T h e f rm p ap ers a e t h e chi ef m diums for

a . a r e

m il ord er advert isem ents b ec us e t h e m ark et for m il

a -
a a

o rd er h ous es is chi efly fou nd inrur al c ommu niti es t h t a

a re rel ativ ely i nacc essible t o c ompl et ely s t o cke d sp e

i l t y s t or e s
c a H e vy s t apl es lik sugar fl ur et c a e
. a e ,
o , .
,
r

usu lly s old thr ough j bb rs b c a s t h eir bulk is t o

a o e e u e o

g t t o p e rmi t t h e av er ag r et il er t o purch as insu f

r ea e a e

fi i n
c e t qu an t i t i s t o j us t i fy dir e c t r e l ati on
e s w it h t h e

m nu fact ur r Th s e e x ampl e s illus t r t t h e c onnect i on

a e . e a e

b et w nt h e pr oduct t h e m ark t nd t h e m et h ods t h t

ee , e a a

a re s l ect d t o r ach t h e m ark t T h t hr ee gr at t d e

e e e e . e e ra

f c t rs a e li nk ed cl o s ely t g et h r
a o r Th e s t udy o f ny o e . a

o n o f t h em l one d oe s n t l ead t h e dis t ribu t o r any

e a o

w h er ; t h e c ar ef ul
e p i nst aki ng study of th em all is
,
a

lik ely t o l e d him t o succ ess

a .

9 T r ad e ch an
. nels — B y tr ad e ch an nels w e m eant h e

tr ad r ute s al ng which goods p ss onth ir w ay fr om

e o o a e

t h e m an u factur er t o t h e final c onsum r I f t h e r ou t e is e .

di ct and with out br nch es and i nt ers cti ons w h v

re a e , e a e

t h e m an ufact ure r dir ct t c onsum er s elling met h od I f

-
e -
o -
.
 T RADE FA C T OR S AND T R ADE CHANN E L S 9

th er e are s ev eral r out es l e ading fr om t h e production

c ente r and if each of th es e dire ct rout e s br nch es o ff
, a

at s om e dis t ribu t in g p int wh ere new rout e s r adi at e o

out t o t h e fi nal m ark et s w e h av e t h e s ll ing m et h o d th at

, e

utiliz s one cl ass o f middl emen— possibly t h e manu fac

e

t ur er r e t a il e r consum er m t hod or t h e m n u fac t ure r

sum er m e thod And if th es e br an
- -
e , a

a g ent co n -
ch ro u t es
. ,

ea ch in t urn c om e to sm all er distributi ng c ente rs wh er

, e

new rout es r e ach out int o t h e surrou nding cou ntry w ,

e

h av e still anot h e r c omplic at i on in ou r trad e ch annels

—t h e m anuf actur er j obb er r et ail er c ons u m e r s e lli ng
- - -

m et h od .

T h e probl em of distribution is cons t an tly b comi ng e

m r e di fficult o f solu t ion I n form er t im e s trad e ch an

o .

n ls we r e d e fi nit ely e s t ablish d and t h m anufac t ure r

e e ,
e

h d lit t l e ch ic e o f s elling m et h ods

a o E ach cl ass o f dis .

t ib u t or s occupi e d a fi x ed pl ac e int h e ch in o f d ist rib u

r a

t io n and th ere w ere but few att empts t o Op ennew l in e s

,

o f co nt act b e twe e n t h e m an uf ac t urer and t h e fi n l m r a a

k t e C o mp etiti o n w as not so k een a s it is t o d y F ew e r

. a .

p eopl e pr o porti onally w er e engage d in m erc antil e

, ,

pursuits T h e busi ne ss acum en o f fo rm e r i ndustri al

.

l e d e rs w as d ev o t ed t t h e expl o i t ati n o f new cou nt ri s

a o o e

r ath er th an to t h e i nt nsiv e d e v el pm ent of a m ark t e o e

as yet u n crow d ed T h p o w er of adv ertising as a fo rce

. e

in busi ne ss w as littl e a ppr eci at ed a n d it h ad scar lv ,

cc

b egu nt o e x ercise its far r e achi ng i nflu enc e 1 t h e l ng -

0 1 o

e st ablish ed traditi ons of m ark eti ng U nd e r the s e o n . c

d it io n s t h e pr obl e m of s elling w a com par t ively a sim

,
s a

p l oene T h e m a nuf a ctur

. e r h ad b u t t dopt t h e usu al o a

tr ad ch annls and th r w as li t tl e t e nd n v t qu e sti n

e e , e e e e o o

th n eec essi t y o r t h e v alu f t h e s e r v ic e s r e nd e red by e o

t h e distribut r o .

1 0 N ew d iffi c ul ti e m in — T d y o ndi
. o f a r ke t g s a c o
10 MAR KE T ING ME T H OD S
t i ons are alt er ed The r e is lit tl e r esp ect for tr adi t ional
.

m et hods s such Ev ery m anufact ur r and ev ery dis

a . e

t ribu t o r s eeks t h e l arg e s t possibl e m ark e t at t h e l e st a

p ossibl e c o s t and h e c onsci ously se l ect s t h e t r ad e ch an

,

nel and t h e s elli ng m et h o ds t h at a e b es t suit e d t o h is r

p rticul ar c as e wi t h ou t r eg ard to pr ev aili ng cust oms

a , ,

u nl ess xp edi ency or th e ir r eal v alue dict at es a compli

e

an c e with t he m I nt ense comp et ition m ak e s it neces

.

s ary fo t h e manw h o h as somethi ng t o s ell to cultivat e

r

rel at iv ely unimp or t ant m ark ts th at h e w ould h av e dis

e

d ai ned int h e ol d d ays t o r eg ard wi t h d esir e ev ery pr ofit

,

t h at go e s i nto t h e p ock et o f any one who st ands b et ween

him and t h e c onsum e r and to sub mit t o s earchi ng analy
,

sis eve ry pr oc ess ev ery li nk int h e ch ain of distribution

, ,

e v ery m et h o d o f m ark et i n g t o t h e end th at h e may h av e

,

t h e m aximum a dv an t age ov er his comp etit ors in pric e ,

ins ervic e an d in profits

, .

1 1 T h e old ch ain of d ist ribu t io n— F or m an

. y y ears
m any m anufacture d pr oducts p ass ed thr ough a s eri e s o f
t r ad e ch an n e ls th at w e r e dic t at e d by a m rk e t org aniz a a

t i onbuilt onsix f actors Th es e f actors w er e

.

I M anu f acture r
.
,

I I C ommissi on m erch ant

.
,

I I I J obb er .
,

I V Wh ol e s l e r. a ,

V R et ail er .
,

V I C onsum er . .

This tr adit i on al ch ai n f distribution is not unknow n

o

t od ay I n s om e o f t h e t extil e t rad es for instanc e w e

.
, ,

still find al l t h es e li nks int h e ch ai n and m any m or e b e ,

sid es Th er e ar e i nd eed so m any f ct ors w h o h andl e

.
, ,
a

s om e ki nds o f t extil es on th eir w ay f rom t h e manu fac

tur er t o t h e c onsum er t h at it is oft en difficult t o tr ac e
 T RADE FA C T OR S AN D T RADE CH ANNE L S .
11

a nd ch art th em This condition h ow ev e r is not t ypica l

.
, ,

o f mod ern m a rk et i ng M any f actors h ave co mbin ed t o

.

o bvi at t h e form e r n e c e ssity for a l o ng stri ng o f pro fi t

e

t aking middl em en Adv ertisi ng h as brough t t h e m n

. a

u fact u re r an d c onsum er clos ely t oge th e r ; i ncr eas d co n e

sum er d em and for fr esh styl es h as n ece ssit at ed t h e short

en ing of t h e ch ai n; quick ene d m et hods of tr ansporta t i on
h ave r end er ed u nnec ess ary t h e l ong gradu at d s e ri e s o f, e

w ar ehous em en th at us e d to be n eed ed in o rd er t o give

t h e consum e r t h e goods wh e n h e w an t e d th e m Th e s e .

an d o t h e r d ev e l opm ents h av e o p er at d in most i ndus e

tri e s to br eak d own t h e t r aditional ch ain o f dist ribu

tionand t o substitut e for it one compos ed of f ew er links .

1 2 T he n
. ew ch ainof d ist ribu t io n— I nt h e gr e t st a . a

p l e lin e s such
, a s groc e ri s h ardw ar e
e ,dry g o o ds an d ,
-

drugs t h e commission m erch ant o brok r h as l argely

, r e

dis app ear ed (with not abl e e xc eptions of cours e ) and , ,

t h e fu n ctions o f t h e j obb e r and t h e w h ol es ale r h v e lo st a

th eir distinctiv e f eature s ; t h e words j obb er and w h l o e

s al er in fact are us ed i nt erch angeably N ow d ys t h e

, , . a a

norm al tr ad e ch annels fo r t h e m aj o ri t y of all s t pl e a

articl e s ar e r epr es ent ed by t h e tr a de r el ations i n dicated

inF igur e 1 .

Th er e are of course almo st countl ess m anu facture rs

, ,

who h av e m ad e ev en great er ch ange s in t h e o ld tr ad i

t io n al tr ad e ch ann e ls th a n are indic at d by this ch a rt e .

M illio ns of doll ars worth o f goods are s old directly f rom

’

t h e m anuf actur e r to consum e r ; imme ns e corporati o ns

conduct m anufacturing ent rpris es and th en s ell t h e e ,

products of th eir f actori e s through gre at ch ai n f re tail s o

stores own ed by the ms elves ; hu ndreds o f m anu fac t u rers

h av e elimin ated t h e j bb e r fr m th eir s al es sch em es
o o .

Y et d espit e al l t h e vit al ch a nges intr ad e r e l ati o ns d e

, .

spi t e al l t h e outcry f r f w e r st e ps b e t w een t h e maker

o e
12 M AR K E T ING M E T H OD S
of goods and t h e c onsume r t h m anuf ac t ur er j obb er r e ,
e - -

t il r c on
a e sum r sys t m is s t ill s t r ongly i ntrench d and
-
e e e ,

it is t h e r el t i on b t w een t h e s e f our f act o rs t h at f orms

a e

t h b asis f
e m st o f t h e c mplic at ed pr oblems of mod
or o o

e nm ark t i n
r g e .

C O N S U M E R S

F I G U RE 1

13 . T he co nsu mer —I t
is import ant to h av e d efinit e
.

id as ab ou t each o f t h e four norm al li nks int h e ch ai nof

e

dis t ribu t ion A c onsum er acc ordi ng t o t h e C entury

.
,

D ic t i onary is o ne w h d es t r oys t h e xch ang e abl e v alu e

“
, o e

o f a c omm o di t y by usi n g it I no t h er w ords h e buys

”
.
,

goods for c onsump t ionand not t o s ll t h m agai n This e e .

d efini t i nis so simpl t h t t h re ugh t t o b e no difficulty

o e a e o

ind e cidi ng w h o is nd w h o is not a c onsum er T h e d e

a .
 T RADE FA C T OR S AN D T RADE CHANN E L S 13

cisio n is
not alw ays easy howev er F or i nst anc e t h e , .
,

r et ail gr oc e r may i nsis t th at a h ot el or a r es t aur nt is a

a consum er an d t h at as , c onsum r it should buy its

, a e ,

suppli s from t h e re t ail d eal er i ns t ead of f r m t h e job

e o

h er .T h e w hol es l e gr oce r on t h e o t h e r h an
a d ma y , ,

m aint ai n th at t h e h ot e l is in r eali t y d e l er b ec aus e it a a

s ells alth ough in som ewh at altered form m ost of t h e

, ,

f o od th at it buys I n gen er al bus in ess usage ho w eve r

.
, ,

th er e is littl e confusio nab out t h e m eani ng o f t h e t erm

c onsum er ; it m eans t h e ul t im t e c onsum r— t h i ndivid a e e

u al th t us s t h e t hi n
a gs h e buys for hims elf nd d oes
e ,
a

not s ell them again eith er inth eir origi nal o r inaltere d
form .

1 4 T h e r et ailer
.
— T h e t erm r et il e r is d eriv ed from
. a

t w o w o rds m an i ng t o cu t agai n I t w s o rigi n lly “ ”

e . a a

appli d t o a cl ss e f middl em n w h o purch s d cl ot h

a o e a e

by t h e pi ec e or in qu ant i t i es and t h n cut o ff sm alle r e

a m ou nt s fo s l e t c nsum e rs Sp e ki ng g n r lly t h e
r a o o . a e e a ,

m od ern r et ail r is a distribu t o r w h o buys goods t s ll

e o e

t h em a g ain with o ut ch n ge info rm t o buy ers w h a e a o r

n t d e l ers H e usu lly s lls to c nsum e rs but h m y

o a . a e o , e a

als o s ell t m anufacturers T h e imp o rt ant p arts o f t he

o .

d efi niti o n are two : firs t t h e phr s w it h o u t ch n g e in , a e a

fo rm I f a man buys go ods a nd ch ang s th e ir fo rm

. e

in ny w y b e fo r e h e s ells t h em h is t th at xt ent a
a a , e o e

m nufacture r and not r et ail er Al n t e p ar t icul arly

a a . so o

t h phr s t o b u yers w h o a re no t d ea lers

e a e This distin .

g u ish es t h re t il r fr m t h e j bb e r
e a e o o .

1 5 T h e jo bber — A j obb r r wh l e s al e r is o n
. . e wh e o o o

buys usu ally in qu antiti e s f r t h e purp e f elli ng t h e

, , o os o s

s am e goods ag i n w i t h out alt rat i n t th e r d eale rs

a , e o , o o .

The s e d eal rs m v b e ith r j ob bers r r t il e rs \

e a V hen
e e o e a .

on e who is t h e rm se a j bb e r s lls go ds to
o c nume r o e o a o s .

so far as th at p articul r trans acti o n is co nc e r ned h e a

14 MAR K E T ING M E T H OD S
c e s e s t o b e a j obb er and b ec om e s a r t iler W e h ave
a e a .

a lr e dy sugg s t e d th t t h er e w as f o rm e rly a cl e r dis

a e a a

tinction b t w een t h e fu nct i on of t h e jobb er and t h e

e

wh ol es l r T h e j obb e r b ough t j obs — dd l ots at

a e .
“ ”
o

p r t icul rly f v or bl e pric e s and disp s ed of th em

a a a a , o

som et im s t o wh ol s al rs and s om etim e s to r et ail ers

e e e .

T h j bb er f r equ nt ly h d no r egul arly st ablish e d mar

e o e a e

ket whil e t h e wh ol s l e r o rdi n rily suppli e d a m o r e

,
e a a

or le ss p erm anent lis t o f cus t om ers This di stincti on .

no l ong er e xis t s in most lin e s of t r ad e As h as b een .

st at ed t h e w rds j obb er and wh ol e s al er ar e usu ally em

,
o

ployed i nt rch ng e bly B e c aus e j obb er is t h e sh ort er

e a a .

word it is t h m or e c omm on and w e sh ll u se it u ni

,
e , a

f rmly to r e f er to th at cl ass o f distribut ors w h o pe

o r

f orm t h e activi t i es includ e d in ou r d efiniti on o f t h e

t erm .

1 6 T h e ma n . u fa ct u rer — A m anufactur er is one w h . o

e xp en ds l ab or up onraw m t eri ls or up onalr eady man a a

u f ct u r e d p r t s so a s t o pr duc e som et hi n
a a g di ff er nt in o e

form or u t ili t y fr m t h e r aw m at eri al or t h e m nu fac

o a

t u e d p ar t s up o nwhich t h e l b o r is e xpe n
r d ed H e m y a . a

e it h r buy or c ont rol t h e supply o f thi ngs up onwhich h e

e

works I f h buys his m at eri l h di ff rs fr om a j bb r

. e a , e e o e

o r r t il r in t h t h e doe s n
e a e ot s ll t h t hi n
a gs h e buys e e

e x c t ly a s h e buys t h em
a T h e t erm m anu f actur e r in .

cl u d es th o s e w h o m n ufactur e from r aw m t eri ls s a a a a

w ll s th os e w h o purch ase m anufactur d articl e s nd

e a e a

w ork t h em up i nt o di ffer ent f orms or ss embl e th em w i t h a

o t h r p r t s int h
e pr oduct ion of a l arge r or a di ff er ent
a e

a r t icl e F r i ns t nc e e ch o f t h e f o llowing may b e con

. o a , a

sid er ed m anu f ct ur era a

1 . Th e f arm er w h o r ise s wh eat and puts t h e r aw

a

m at e ri al ont h e m arket .
 T RADE FA C T OR S AND T RADE CHANN E L S 15

2 . Th e mill r w h purch as e s wh e
e o at a nd pr duc so e

flour .

3 . b ak er w h purch as s fl our
Th e o e a nd use s it in
t he m anuf actur e f bread o .

Th e ut om obil e m anuf actur er is no l e ss a m anu fact

a

turer if h e purch as e s all h is p arts and simply ass embl s e

th em th anh e would b e if h e buil t t h e e ntir c r from

, e a

t h e r aw m at eri l A publish er is a m anu f c t ur e r ; lik e

a . a

w is e t h sm all one mancigar f act ory as w ell as a gr eat

e ,
-

c orp or ti on lik e t h e Am eric an T ob acc o C omp any

a .

F r o m t h e st andp oi nt o f m ark eting h o we v r w e mus t , e ,

a dd on e th ought t o t h e d e fi n i t ionof m anuf c t ure r T he a .

m anu factu r e r who is imp ortant int h e m ark et i ng fi eld is

a busin ss unit th at h as ch arge o f t h e c mbi ned act ivities
e o

o f pr o ducing f o rm u t ili t y an d of m ark et i ng goods If .

a n f act o ry w n e r o s o lv e s his s al e s pr o bl e m by m aking

y
a rr n agem ents to disp o s e of his entire pro duct to s me o

i ndividu al or t o s om e comp any th at is t t k e t h e re o a

spo nsibility f m arket i ng it t h e f actory w ne r h s no

o ,
o a

imm edi at e pr obl em of distributio n and t h agency t h at , e

‘

h ndl e s t h e products in t h e o p n m rket h s t o m ee t

a e a a

t h e pr bl ems t h t t h e m n
o a ufac t urer w ould o t her w ise
a

h av e to f c e This is not anu nusu al situ t i o n Th ere

a .
a .

ar e s l e s c omp an
a ie s th at m ak e a sp eci al t y o f disp si ng o

o f a f actory s e n tir e output and in c rtai nbr nche s o f

’
,
e a

t h e t ex t il e industry commissi nh us e s co n ,
tract t o d is
o o

tribut e t h e entir e ou t put o f t h e mills .

1 7 S ellin
.
g p r o b l e m s o f d e l er s a nd m n ufa c t u rer
as a .

W e are to giv e s ep ar at e tt nti n t o t h a lli ng p be o e se ro

l ems of t h e ret ail er t h e j obbe r a nd t h e m anufac t u rer

, , .

arisi n g out o f t h e rel ati ns f th es e t h r e cl ass es o f

o o e

distributors and t h e i nflu enc e o f th s e rel ati o ns o nt rad o e

ch ann els and tr d e m t h d T h e retail er and th e job

a e o s
.
 16 M AR KE T ING M E T H OD S
h er h av e a comp ar at iv ly e sy t sk T h e r t il er by t h e e a a . e a ,

t e rms o f t h e d e fi ni t i ono f t h e cl ass t o w hich h e b l ongs e ,

n ed giv e bu t litt l e c onsid er t i ont o t h e kind of buy rs

e a e

t o whom h e c nb s t app e l a H e is pr ohibi t e d fr m s e ll

e a . o

g to d al ers b ec ause ot h er w is e h e w ould not be a r

e ,
e

ta il er ; h e know s w i t h ou t any study th t his gre t fi eld a a

s in s at is fyi ng t h w ants o f consum ers To be sur

‘

i e . e,

wit hin t h c nsum r cl ss th re e m any groups t h t

e o e a e ar a

lie mus t s t udy n d s el ect f r m b ef or e h e b egi ns busi ne ss ;

a o

but ingener al his chi ef probl em is not t o d et ermi ne up n o

t h e pr o p e r m ark e t for his g o ds ; it is m a i n ly to fi nd t h o e

b est m t h od of r eachi ng t h e m ark et t h at is nat ur lly

e a

h is T h s m t hi ng is t ru e o f t h j obb r
. e a e I f h e is t o e e .

rem i na j obb e r only h e mus t c onfi ne his s al s t d e l

a ,
e o a

er an
s, d usu lly t h os e d eal rs aa r et il rs Tru e h e e re a e .
,

mus t fi nd t h e righ t r et ail ers ; but h e like t h e r t il er , e a ,

finds his chi ef probl em ins el ct i ng m et h ods f r eachi ng e o

t h e m ark et r t h e r t h an in se l ecti n
a g t h e m ark t i t s l f e e .

Wi t h t h e m anu fac t ur er t h e c as e is di ff erent h ow v er , e .

-
TI is firs t an d ft n his gr e t e s t pr obl m is t o d e cid
, o e a , e e

wh t h er t s ell his goods t j obb ers t o r et aile rs or con

e o o , ,

sum rs wh t h er t o s ell dir ctly only t on or t o ll

e — e e o e, a ,

or t ny c ombi nat i ono f t h es cl ss es O nly a ft er t his

o a e a .

qu es t i onis ans w ered is h e abl e t o giv e c onsid er at i on t o

t he th e r pr obl ems h av i n
o g t o do w i t h m th ods o f r each e

ing t h e cl ass t which h e h s d cid ed t o pp eal In

o a e a .

g n r al t h en t h e r et il er nd t h j obb er h av e one gr eat

e e , ,
a a e

group of pr obl ems— t h e s el ect ion o f s lli ng m et h ods ; e

w hil e t h e m an u f c t ur er h s t w o— t h e s el ct i ono f t rad e

a a e

ch ann els as w ell as t h e s el ct i on o f s lli ng m et h ods e e .

1 8 O t h er id s in ma ket in é—W e h v e r f rr d t
a r a e e e o
.
g
t h e m anuf actur er j obb r r et il e r an d c onsum e r as t h
, e ,
a e

no rm al t ermi nals and i nt ers cti ng p oi nts in m od er n e

ch ann e ls of trad e Th er e are h owev er oth er f actors

.
, ,
 T RADE FA C T OR S AN D T RADE CH ANN E L S 17

wh o s e s ervic es e s om etim s util iz ed event hou gh th ey

ar e ,

may not b e typic al o f t h e ent ir e m rk eti ng fi eld T h e a .

t e rm semi jo bber is o rd in arily appli e d t o a d eal e r who

-

s ells both t o d eal e rs nd t o c o nsum rs H is c t iviti e s a e . a

ar e th o s e o f b o th t h e j o bb e r a n d t h e r et a il e r I ns om . e

li ne s of tr d e s emi jobbers a c omm n I nm ny t h -

a re o . a o

er s ho w ev e r t h y ar e n
,
o t r g a rd e d w i t h f v o r
, e it h r e a e e

by m anufacturers or by t h e so c all ed l egi t im at e j obbe rs -

or r et a il rs T h e t rm man u f ct u rin o bb r is usu lly

e .
g j e e a a

a ppli ed t o one w h o is chi efly a j obb er but w h o ls o s ells a

g o ds th at h e m anuf actur es hims elf or t h at som e o ne

o

e ls e m anuf ctur e s for him u nd er his o w n l ab l H is

a e .

a ctiviti e s ar e b oth th o s e o f a m an ufacturer and o f a job

be rW ar to fi nd th at t h e ris of m anu fac t uri ng
. e e e

j obb ers h as b een t h e c aus e of m any complic ations in

t h e fi eld o f t r ad e r e l at ions .

1 9 T h e ag en
. t — C omm erci ally sp eaki n . g anag ent is ,

on e who acts as t h e dir e ct re pr es e n t at iv f manu fac e o a

ture r a j obb er or a r et ail er w h o is c mp ens t ed n

, , ,
o a o

s om e oth r th ana straight s al ary b asis and w h o in t h e

e ,

d e t ils of his ac t iviti es is not r esp onsibl e t o his princi

a

p a l T h
. e line b e t w ee n c ert a i nki n ds o f s l sm e n w o rk a e

ing on a commissi on b asis and s l es agents is di fficult a

t o dr w dis t i n
a ctly T h agent h ow v e r is anind e pe nd . e ,
e ,

en t busi n e ss man oft e n t aki n g o rd e rs from his princip al

,

wi t h r esp ect t o p licy profits pric e s t erms o f cr dit o , , . e .

e t c but ye t r e t ai n
.
, i ng v ery l arge c o ntrol o v e r his o w n
a ctiviti es S m e o f t h e additi n l ch ract eristics f t h e
. o o a a o

a gency rel atio nare as follo ws : T h e age nt usu ally no t .

a l w ays s ells by s ampl e L ik e t h e s l ari ed employé f

, . a o

t h pr incip al t h e a g n
e t bi nds t h pri ncip l abs o lute ly
, e e a .

withi nt h e sc o p e o f his ag ency and d oes not assum e ia ,

dividu l liability fo r his acts G oods shi pped t t h e

a . o

a gent fo r d eliv ery r m ai nt h e pro perty o f t he princi pal e .

1 11 —2
18 MARK E T ING M E T H OD S
who must b e r all fi re nd ot h er risks T h e t erm agent
a a .

is us ed v ery l oos ely inbusi ness Sale s m an agers are fre .

qu ently inc orr ectly r eferr ed t o as s l es agent s Tr av el a .

in g s al e sm enar e o f t e n a g ent s in p opul ar sp e e ch Th es e .

i nc orr ect use s o f t h e word sh uld b e v o id ed and t h e o a ,

t erm g nt sh ould b e appli e d only t o t h os e who s e act iv

a e

i t i e s c ome wi t hin t h e d efini t i on o f t h e word .

20 T h e co mmissionme ch an
. r t —T h e c ommissi onme . r

ch nt or c omm issi on m n is o rdi narily an i nd ep end ent

a a

busi ness factor w h o r ec e iv es g oods onc onsignm ent fr om

his cli ents (m anufactur ers j obb ers o r etailers ) sells , , r ,

t h em f o wh at t h ey will bri n
r g and r et ai ns a p art o f t h e ,

s l es pric e s his c ommissi on G oo ds ar e s ent t o him t

a a . a

his risk Usu ally h e h as l arg e discre t i on in t h e fixi ng

.

o f pric s an e d t erms and is r sp onsibl e for t h e p aym ent

, e

o f his cus t om ers accounts C ommissi onm erch nt s are

’
. a

f ou nd chi efly inw hit goods line s grai n pr oduc e cot

e , , ,

t on an d ch emic als T h e t erm commission m erch ant

.
,

h ow ve r is oft eni nc orr c t ly ppli e d ev enint h es e li nes

e , e a .

M ny men d eali ng in pr o duc e f or i ns t anc e al t h ough

a , ,

f orme rly strictly c ommissi onm erch ants now h av e t h eir ,

o w nbuy e rs int h e cou n try and buy outright t h e pr duc o e

t h ey ar e to s ll g i n Although of t e n c all e d commis

e a a .

si onmen th se d al ers e n t correc t ly so d esignate d

, e e ar o .

Th y a e ei t h er j obb ers o r t ail ers inaccord anc e with

e r r e ,

wh eth er t h ey s ell t o d eal ers o t o consum ers r .

2 1 T h e br o ken— T h e t erm broker is an

. ot h er n am e
f r c ommissi n m erch ant
o o nd is t h e t itl e appli ed t o
, a

d eal ers tradi ng on a c om mission b asis in such lin s as e

r al est t e st ocks nd bonds et c I n t h e m rc ntil

e a , a , . e a e

w orld br ok ers are s m t im es f ou nd bu t th ey are not a

o e ,

t ypic al f c t o r inm o d er nindus t ry

a .
 C H APTE R II

SE LLING AT RE TA I L
22 . M ag nit u d e of ret ailing —
s elling of goods at Th e
r et ail is t h e m o st comm o n fact inbusin ess T h e wo rd .

busin ess its elf t o m any p eopl e c arri e s with it o nly t h e

id ea of r et ail m erch andisi ng A g ne rati o n o r so ag o . e

i f a boy w a s t g o int o busi ness ab ou t t h e o nly out

o
“
,

l et for his ambiti ons w a s t h e c ountry g e n e r a l stor e o r

t h e city r et a il e st ablis h m e n t This condi t i o n h as .

ch anged of c ours e ; busin ess t od y i nclud es a myri a d

, a

of ac t i v i t i e s th t w e re sc arc ely t hough t of by our

a

grandfath ers And yet t h e distributio nof go ods at re

.

tail is still t h e gr eate st busi ness in t h e world There .

ar e s aid to b e thr e e qu art e rs o f a million r e t a il st o r e s

-

in t h e United St at e s Ad d to this eno rm ous tot al t h e

.

numb er of strictly m ail ord er e st ablishments and t h e -

great numb er of m anufacturers w h o m arke t th eir prod

n ets directly to t h e c o nsum e r and w e sh all c er t ainly ,

h av e clos e to a millio nbusi ness es t ablishm ents engaged

in s elli ng goods t o t h e ul t im at e c onsume r T h eir act iv .

iti es aff ect al l of us Wh th er w e are re t ail ers ou rs el ve

. e s

or not w e are vit ally i nt er este d in w h t th ey d o and h o w

,
a

th ey do it T h e greate st pro p orti n of o u r arnings

. o e

goe s to th em and it is v e ry much t ou r inte re st as

, o

consum ers to study th ir pro bl ms th eir m ethod s e e ,

an d th e ir p ssibiliti e s a nd to fi nd t h e t ru e r el ation of
o ,

t h e s ervic e th ey r end e r to t h e price w e pay th e m

f or it .

23 I mpo rt an
. ce of t h e r et ailer —F urt h e rmore t he . .

10
20 M AR K E T ING M E T H OD S
pr bl ms o f t h e r et ail er a e as imp ort ant t o t h e j obb er
o e r

an d t h e m nu f c t ur er as t h ey a e t o t h e r et ail er him
a a r

s el f T h e j bb e r s busi ne ss li fe d ep nds up on t h e suc

. o
’
e

c ss f his r et il er p at rons ; succ e ss f or him is m easured

e o a

l argely by t h e d gr e t o which h e h elps t h e re t ail er t o

e e

m ark t h is w ar es T h e m anu f ctur er t o in t h e gr eat

e .
a , o,

m aj ori t y of c as e s fi nds his ul t im at e m rket thr ough t h e

,
a

d oors o f t h e r et ail s t ore ; and one of his gr eat est pr ob

l ms is t o c oop er t e wi t h t h e r et ail er t o t h e end t h t
e a a

b ot h m ay giv e b et t r s ervice s ell m ore g oods and m ak e

e ,

m or e pr fit s T h e r t il m erch nt is t h e n ar e s t tr ad e
o . e a a e

f c t o r t t h c onsum r
a o e H is activi t i e s must ent er i nt o
e .

e v ry m ark t i ng probl em wh et h er his s rvic e s are us e d

e e e

o r n o t ; h is m eth ds a n d st t us ar e o f i nte r est t o ev ery

o a

on w h o h as an
e yt hi ng to s ell .

2 4 T h ree met h o d s of sel lin t ret il — Th er e ar e

.
g a a

t hr ee chi e f m ethods by which go o ds ar e s old t r t ail : a e

()
1 by p ers ona l s o li cit a ti o n t hr o ugh s al esm enor c an v ss a

e rs w h o c all up o nt h e c on sume r ; (2 ) by t h e r et il s t or e ; a

()
3 by t h m il rd e e r m e t
a h o-
d o Th e phr s e s elli ng t . a
“
a

ret ail sh uld not b e c onfus ed wi t h t h e word ret ail er

”
o
“
.
”

W e h av e d efine d a r et il er as one w h o buys g oo ds t o s ell a

t h em ag ai nwi t h o ut ch ange in f o rm t o th o s e w h o ar e n ot

d al ers This is t h e cc ep t d d efini t ion f t h e t erm T o

e . a e o .

s ell at r et ail howev r is simply t o s ell t o t h e ul t im at

, e , e

c onsum er or t o o t h ers t h n d al rs A m anu fact ur er a e e .

who s ells his produc t direc t ly to c onsum rs is s elling t e a

r et ail This d oes not m k him r et il er h ow ev er

. a e a a , ,

wi t hi n t h e m eaning o f ou r d e fini t i on alth ough h e is ,

s om et im es p opul rly th ought o f as r et ail er p arti n

a a , e ~

l arl y if h e r e ch e s c onsume rs thr ough his ow n s t or e s

a .

I n vi ew o f t h e p opul r c onfusi on in t h e t erms it m y a a

s eem f util e t o at tempt t o di ffer enti at e b et we n s elling e

a t r et ail an d b e i ng a r et a il er T h e distincti onis mec s . e

 SE LLING AT RE T AIL 21

s a ry h ow ev e r i f w e are t o h av cl ea r cu t d efi ni t i o ns
, , e

sh owing d efinit ely t h r el ativ e pl c e a nd functi o n o f t h e

e a

m a nuf actur er t h e j obb er and t h e r t ail er

, e .

2 5 T h e it in
. eran t merch a n t — B e for e t h e d ev elop .

m ent of town lif e wh en p e ople g en er ally w ere abl e t o

,

supply most of th eir limit e d w ant s by direct b art e r w i t h

th eir n eighbors t h e iti ner ant m erch ant pr ac t ic lly con
, a

troll e d such m erch an di si ng as exist ed out sid e o f t h e

few m etr o polit a n c e nt e rs I t is prob abl e t h at the re w e re
.

trav eling m erch an t s b efo r e th er e w er e any t o w ns at all ,

an d this cl a ss o f d eal ers may th er e for e b e consid er ed s a

t h e origi n at o rs o f t h e r et il m erch an dising sys t em Th ey a .

w ent from trib e t o trib e and l at e r f rom tow n t o to w n ,

an d ev en fr om country t o c ou ntry displ ayi ng th e ir ,

w a r e s b e f o r e an y possibl e purch a s e r th ey ch a nc e d t o

m eet .

2 6 T h e p ed d l er —
. Th er e are three mod ern typ es o f
.

t h e anci en t i t i ner ant m erch ant T h e first of th e s e is t h e .

p eddl e r who sti ll suppli e s ou t o i t h e w ay co mmu nitie s

,
- - -

with m any o f t h e n ec e ssiti es of life T h e ch r act e ristic .

a

feat ure o f his activiti es is th at h e c arri es his s t o ck o f

goods with him c alls on th o se w h o may be i nt e rested in
,

h is w ar es a n d m ak es imm edi t e d eliv ery o f t h e good s

,
a

th t are purch as ed This m t hod o f dist ribution

a . e ,

although us eful an d imp o rt ant in primi t iv e st t e o f a a

s oci ety is obviously u nsuit d t m od ern co nditi o ns ex

,
e o

ce pt in unusu al c as es I ts ne dv antag e is th at th e . o a

custom er can purch as at h is o w n d oor H e is s av ed e .

t he n e c e ssity o f d o i n g anythi ng xc pt pay t h e price a nd e e

r ec iv e t h e goods T h e busi ness f aniti ne rant deal e r

e . o .

h w ev e r mus t alw ays b e c nducted o n a m all sc ale

o ,
o s .

Unl ss op r t ed inc nn cti nw ith som e th e r meth d

e e a o e o o o

o f ma rk e ti ng it c nn ev e r d e vel p t o an
, a y g rea t e xt e nt o

an d th e r f o r e it ca nn v r s ri usly c o mpe t e with th t

, e , e e e o a
22 MAR KE T ING ME T H ODS
of distributors w h o ar e abl e to eff ect t h e ec on omies
t h at a e a lways p ssibl e in l a rg e sc al e busi n
r o e ss -
.

2 7 T h e can
. v s e
s r — A se c ond typ e o f t h e mod ern
a .

i t i nerant m erch ant is t h e c anv ass er w h o solicits ord ers

fr o m hous e t o h o us e b u t w h o do es not c arry his stock
,

with him T h e book agent is ane x ampl o f t h is typ e

.
-
e .

S elli ng by m eans of p ers on al solicit ati on o f t h e con

sume r is ppr opri t e wh enanarticl e is so li t tl e k nown
a a

th at its m eri t s mus t be pr es ente d p erson ally t o each

pro sp ect iv e purch as er and wh en it is imp ossible or i ,
1i

e xp e dien t t r ely up on pri nt e d dvertisi ng t o cr eat a

o a e

d em and Und er such condi t i ons t his m t h o d can b

. e e

succ ess full y empl oyed A busi ness o f t his sort n ee d .

not nec ess arily b e conduct ed on a sm all sc al e Th er e .

a e
r som e exceedingly pr sp rous busi ness h ous s o e e

t h at h av e m ad e a c ar e ful study o f t his m t h o d o f m a e r

ket i ng and h av e built up n t i n l o rganiz t i ons o f a o a a

h ous e t o hous e s olicit rs Publish ers of b ooks and

- -
o .

m aps and m anu facture rs of s t ereosc op es kitch en ut en

, ,

sils and a great v ari ty o f o th er g oods d o animm ens e

, e

business o f t his s ort chi efly in rural and s mi rur al dis e -

t ict s ; an
r d s om e m a il ord er h ous e s lik e t h L arki nC om
-

, e

p any f o e x mpl h av e us ed t his m t h o d o f s elli ng t

, r a e, e o

suppl em ent th eir c at al o g busi ness N eve rth l ess it s . e

p ossibi li t i es ar limited Th er e is u nd ub t edly a popu

e . o

l ar pr ej udic ag ai nst t h e h o us e t o h ous e s licitor

e H is - -
o .

powers o f s al sm anship h ave so o ft en b een enlis t ed

e

in t h e supp o rt o f articl e s of qu esti onabl e m erit

t h at ev e n t h e c an v a ss er with a s t rictly r pu t abl e articl e e

to o ff e r o f t en fi n ds his us ef ul n ss limi t d by r s n e e ea o

of t h e pr e j udic e th at e xis t s ag a i n st his s elling

m th ods
e .

2 8 T h e sp ecia lt y salesman— A third typ e o f t h

. e

d eal er w h o t ak es his w are s d irect ly t o t h e consum er may

 SE LL I NG AT RE TAIL 23

be t erm ed a sp eci alty s al e sm an for l ack of a bet t er ,

n am e T h e difi erence b et ween him and t he house t o

.
-

h ous e c anv ass e r is pri ncip ally one o f degree and not o f
m et hod I nstead of c alling upon ev eryb ody t he spe
.
,

ci l t y s al esm an c ar e fully s el e cts his prosp e ctiv e cus

a

t omers an d c ent ers his tt ent i o n upo nth em

, I t s eems
a .

a f ar cry from t h e pe rsis t en t solici t o r for L iv e s o f t h e “

Pr esid ents to t h e highly p aid comm erci al amb ass ador

”

who obtains a r ailr o ad s ord e r for fifty thous and d o ll ars

’ ’

worth o f suppli es but so far as s elli ng m ethods are co n

,

c erned t h e two typ es of s al e sme n must be pl ace d in

,

a ppr o xim a t ely t h e s am e cl a ss Th ey both d eal directly .

wi t h t h e c o nsum er and th ey b oth ig nor e t h e r et ail s t o re

,

an d t h e m a il o rd er m eth o d o f s elli n
-
g B ot h are j ust .

mod e rn typ es o f t h e l d i t i nerant m rch ant T h e o neo e .

a d o p t s this m e thod o f m a rk e ti ng b c us e h e b eliev e s it e a

goo d p olicy t o do so— t h e oth r b e c aus e t h e nat ure f e , o

his go ods d em ands it .

29 . W h en t h e sp ecia l t y sales men is used — A spe

cial t y s al e sm an in t h s ens e inwhich w e are usi ng t h e

, e

t erm usu ally h andl e s a li ne t h t is of so t echnic al or

,
a

c omplic at e d a nat ure th at it must b e c r e full y expl a in ed a

t o t h e c on sum e r b e fore h e canb e induced t o purch as e .

An e x ampl e is t h e c ash r egist e r s al esm n H e h a t a . s o

prove first to t h e prosp ec t iv e purch as r th t a c ash reg e a

is t e r is nec ess ary int h pro sp ect s bu i ness and th en e

“ ’ ”
s ,

h e s om etim s also h as t o pr o v e th at his p a rticul ar ma

e

chi ne is pr e f e rabl e t a ny o th er T h e m t hi ng is t ru e
o . sa e

o f t h e lif i nsuranc e s l esm an Som e t im s n a rticl e

e a . e a

th at is origi nally i ntroduc ed t o c o nsum e rs by p e ci alty s

s al esm e n b e c m es o w ll k n wn th t it is l ate r h and led

o s e o a

pr f it ably thr ugh t h e m dium o f regul r ret a il st o re s

o o e a .

I n th r li nes h w ev e r t h e sp eci al t y s al sm e na co n
o e ,
o ,
e re

ti nn d l ong a fte r t h public h a bec m pe r f ectly famil

e e s o e
24 MAR K E T ING ME T H OD S
iar with t h e art icl e This is usu ally t h c as e wh en t h
. e e

d m and is c mp ar t ively li mit e d and t h e c omp eti t i nis

e o a o

s ev er e T h e t yp ewri t e r business illustr at es t his con

.

di t i on .

I n c rt ai ni nstanc e s t h er e is no oth r s elli ng m eth od

e e

possibl e t h ndir ect cont ct wi t h c onsumers by t h e u s

a a e

o f s al e sm ent o s o lici t t h ir busi n ess L como t iv e s ob vi

e . o ,

o u sl y c ould n ot b e sold in
, r t ail st ore or by m ail I t a e .

is qu ally obvi o s t h at not much li fe i nsur anc e w ould b

e u e

s old if e v ery m nw h o ough t t o c arry i nsur nc e w er e l eft

a a

t o disc v e r his n ee d hims elf a n

o d to c all at t h e o ffic e
o f t h e ag ent onhis own i ni t i ativ e ; l t hough a dv ertisi ng a

cando much to suppl e m en t t h e w ork of t h e s al esm anin

t his a s in o t h e r fi elds S p eaki ng g ner ally v ery high . e ,

price d articl s n prob ably b e s old m or e succ essfully

e ca

an d e c onomic ally by p ers on al s olici t t i on o f t h e on a c

sum er t h an by ny ot h r m et h d I n t h c as e o f low
a e o . e

pric ed ar t icl es h owever t h m et h o d is u nd oubt edly ex

, ,
e

p nsive and appr eci bly i ncr eas es t h e c o st o f goods t

e , a o

t h e c on sum er A d eal er ent eri ng up n a busi ness in

. o

which this s lli ng m et h od is custom ary would ordi narily

e

h av e t o ad opt t h s am m eth od t o g et his sh re of t h

e e a e

t r ad e Th er e ar e m any busi ness h ous es h w v er em

.
,
o e ,

pl oyi ng nly st or e s al e sm en assis t ed by e ff e ctiv ad ve

o , e r

t isin g th a t h v
, e c o mp e t e d succ
a e ss f ully with o t h e r ho us e s
int h e s am e li ne t h t re li e d s ol ly o nt h eir outsid e s l e s
a e a

men Und er norm l c ndi t io ns it w ould b e a mis t ak

. a o e

t o in augur at e an xp en siv e sys t em of l oc al and t r av li ng

e e

s le sm ent o s ell goods t o c onsum ers if c omp eti t iv e con

a

d it i ns did not cl early d em and it

o .

3 0 T h e ret ail st o re — T h
. r et ail st ore is o f almo st e

e qu al hist oric imp ort nc e w it h t h i t i n r nt m erch nt s a e e a a a

a m e ns o f r chi ng t h e c onsum r F o m any ye ars b

a ea e . r e

f or e t h e d ev elopm ent o f town lif e and b efo r e t h e d ays

 SE LLING AT R E T AI L 25

of ch eap and asy m eans o f c ommunic ati o n t h e loca l

e ,

sh 0 p practic ally contro lle d t h e dist ribution o f goods a t

retail I t s adv an t ages prov ed so r em ark abl e t h t ve n
. a e

t h mod r n d ev e l o pm en
e e t of l and and w at er transp o rt a
ti on and t h e extr aordi nary growt h of dv rt isi ng nd a e a

t h e re sulting import ant ch ang e s intr ad e r el at io ns h av e

scarc ely affe cted its influ enc e Tod ay prob bly ninet y . a

p er c e nt of such st apl e s a s groc e ri e s clo t hi ng dr u gs , , ,

dry g oods h ardwar e furnitur e et c are s t i ll m ark et d

-

, , , .
, e

t hrough t h e r et ail stor e Ev ery one h as a m ore or l ss . e

d efi nit e u nd erst anding of wh at is m eant by t h e t erm e r

t ail st o r e ; yet it is h ard t o d e fin e it A r et ail s t o r e is n . a

e s t ablishm e n t t h at s ells chi efly to consum e rs by ov er “

t h e cou n t e r m e t h o ds I t may r ec e iv m any ord e rs by

”
-
. e

t el eph one o f cours and usu ally it d elivers a l arge pro

,
e,

p or t ion of t h e goo ds sold I t s d eliv ery cl erks may c all .

up o n t h e r e gul ar cust ome rs and solicit th e ir ord e rs fo r

t h e d ay although t his e xp en
, sive custom is b e i ng sup
pl ant ed by t h e i ncr easing u se o f t h e t el eph o ne R e t ail .

m erch ants inc ert ai nrur al districts st ock up w ago ns w ith

s al able m erch andis e and disp o se o f t h e l o d by m aking a

hous e to h ous e c alls upo n t h e f rm e rs int h n e ighb r

- -
a e o

h o od ; and m any r et ail sto r es c omb in e s elli ng by m ail

with t h e o rdi nary distributi on t hrough r gul r s t o re e a

ch annels Y e t if a ret ail st ablishm en t h facilitie f r

. e as s o

d eali ng directly and p ers on ally wi t h custome rs w h o

c om e t o t h e st o re t o buy it m y be cl asse d as a r t ail ,

a e

store no m att e r h ow m ny oth r ret ail s lli ng m etho ds

, a e e

it may u se incombin ati o n with its v e r t h e e ou nt e r ac o - -

t ivit ies .

81 . o res — T he first retail stores w re

S pecia l t y st . e

pr b ably wh t w e n w c ll spe i lt v sto re s ; th t is ach

o a o a c a a . e

st re d ealt in nly ne ki nd f g o d r int w r m re

o o o o o s o o o o

cl ly lli ed li n s Th s e st r gr w u p int he t w n
o se a e . e o es e o s .
26 MAR KE T ING M E T H ODS
I nanci e nt nd m e diaeva l t im es t h er e w as lit tl e co u nt ry
a

life as w e kno w it now ; t h e p opul at ion of almost al l

c ountri es w as c ongr egat ed in towns or ar ou nd c as t l es ,

b e c aus e t h e uns ett l e d condi t i ons o f t h e tim es m ad e iso

l at ed r e sid ence s uns afe Th e towns t h at w er e o f su ffi .

fi cient siz e h arb o r e d e n ough littl e sp eci alty sh ops t o sup

ply m o st o f t h e d em ands o f t h e i nh abit ants and t h e ,

sm all er pl ac es t h at could not support a compl et e gr oup

o f sp e ci alty shops in l l li n es dep end ed on iti ner ant
a ,

m erch ants for wh at th eir o w n st or es could not supply .

With t h e i ncr eas e d s fet y o f m or e s et tl ed t im es h ow a ,

e v er t h e cou ntry o utsid e of t h e towns be cam e m or e

,

t hickly s ettl ed F o each gr oup of c ountry d w ell ers

. r

th ere w as s om e c ent er a cr o ss ro ads p erh aps or a sm ll ,

-

, , a

t own H er e the r e might b e a few sp eci al t y st or es bu t

.
,

o rdi narily t h e p pul at i nt ribut ary t o t h e sm all tr adi ng

o o

c ent er w as not l arge enough to support sp eci alty shops

in ll li ne s
a T h e iti ner ant m erch nts d eclin e d inimp o r
. a

t anc e an d th e r e w as n e d f r s ome m et hod o f supplyi ng

, e o

t h e en t ir e w an ts o f t h e c ou ntry c ommuni t i s Ou t o f e .

t his n e d d ev e l o p e d t h e c ou n
e t ry g en er a l st or e In a .

sm all cou ntry c ommu nit y t h ere is not enough busin ss e

t o support a s ep ar at e gr c e r a s e p ar t e dry g o ods m o , a -

er

ch nt a s ep ar at e j ew el er a s p ar at e h ard w r e d e l e r
a , , e a a ,

a nd so on but th er e is usu ally mor e th an enough busi

,

n ss t o pr ovid e
e livi ng f one d e l r h andl i ng ll
a or a e a

t h s e li n s an
e d m a ny ot h ers b esid s
e W e d o not kn w e . o

wh en t h e gen er al st ore first app ear ed but it c ert ai nl y ,

w as a much l at e r d ev e lopm en t th an t h e sm all one li ne -

spe ci al t y shop I n t h e Unit e d St t e s t h e sp eci alty

. a

st r e and t h e g ener al st or e s eem t o h av e grown up t o

o

g th er I nearli est c ol ni al tim e s w e fi nd t h emb oth and

e . o ,

b ot h h v e c ont inu e d in th eir re sp ective fi elds t t h

a o e

pr es ent tim e .
 SE LLING AT RE TAIL 27

3 2 D ep ar t men
. t st r es — o A third f orm o f r etail stor e
.

is t h e d ep artm ent stor e I n ess enti al s it is a gen ral

. e

store ona l arg e sc al e I t is a city i nst d of a c ou nt ry

.
, ea ,

i nstituti on b e c aus e only in t h e city is su ffici ent trad e

,

found to support it Prob ably t h d ep artme nt s t ore d e

. e

v el op ed first inF r an c e alt hough t h e Unit ed St at e s and

,

o t h e r c ou n tri es w er e quick t o a dopt it T od ay it is .

f ound almost ev erywh er e in t h e civiliz ed world and it s ,

r apid growt h its problems and its possibiliti e s h av e

, ,

b een pot ent f ctors in breaki ng d own old tr ad e w alls

a

an d incomplic ati ng t h e m ark et situ a ti on Som e of t h e .

r easons for its p opul ari t y a e t h e foll o wi ng : (1 ) P o ssi

r

b ilit y of e conomi es in op er at io n M any so c all e d ov er .

-

h ead exp ens es o f a r et ail store nec e ssit ating a c rt ain , e

minimum e xpe nditur e for a s t ore of any siz e are no t ,

increas ed proporti on ately by ani ncr eas e int h e busi ne ss

of t h e est ablishm ent R en t d elive ry exp ens e s adve
.
, ,
r

t isin an d m an ag e ri al s al a ri e s ar e som e t im e s us e d as
g ,

illustr at io ns o f this fact I t is not cl ear th at d ep ar t

.

me nt store s elling exp ens es a e now l ow er th ans elli ng r

e xp ens e s o f fi rst cl ass sp eci al t y st o r e s ; but cert in

-
lv t h e a

e xp e ct e d possibility of e c o n omi e s in op e r ati o n w as o n e

of t h e r eas ons for t h e early d ev lopm e nt f t h e d p art e o e

m ent f rm of store org aniz at i on (2 ) C o nv eni e nc e t o

o .

t h e public . I t is a c onveni enc e for a shopp e r t o be able

t o purch as e m any ki nds o f g oo ds a t o n e st o re ; h e n ce a
d ep artm ent store is exp ect e d to draw tr ad e and t o h w s o

l arge s al es (3 ) F r m t h t w o fo regoi ng r as ns for

. o e e o

t h e p o pul arity o f t h e d e p artm nt st r e a rises t h e thirde o .

t h e p ssibility o f doi n
o g a l arg busi ness on a co m pa rae

t ive ly sm ll c apit al
a G r eat r pr fits
. f cours e are t he
e o , o .

ultim at r eas n fo r t h e inv e stm e nt o f c apita l in a d e

e o

p art men t s t o r inst ad of ina p e ci lty sto re a n

e e d these
s a .

profits are exp ect d t result fr m t h e economi es in o p

e o o
28 MARKE T ING M E T H ODS
e r at io l arg e s al e s t h e quick turns o f stock and t h e
n t he
, , ,

o the r p r ofi t m aki n g f ct ors which t h eor et ic all y at l eas t

-
a , , ,

ar e ch ar ac t eris t ic of t h e d ep ar t m en t s t ore .

3 3 T w o kin
. d s of d ep a r t men t st o r es — Th er e are t w o
distinct ki nds o f d ep art m ent s t or es I n one ki nd t h e .

s ep ar at e d ep ar t m ent s are owned by sep ar t e i ndivid a

nals ; t h e s t or e is r eally b u t a si ngl e r o f cov eri ng a col o

l ectiono f s ep ar at ely owned r et ail sh ops t h ow ners o f , e

which contribu t e t o a c omm onfu nd t o p ay f t h e st or e or

a ctivi t i e s t h at s erv e t h em al l in c omm on bu t r e t a i n in ,

dividu l c ont r ol ov er t h e s al e s and pr ofit s o f t he ir r e

a

sp e ct iv dep art m ents T h e oth er ex t r m e is a s t or e

e . e

ow n e d by o n e m an a p ar t n ership o a c orpor at io n;
, r

e mpl oyés ar e r spo n sibl e t o a c ert ai nex t ent fo t h e sep

e r

a r a t e d ep ar t m en t s b u t t h e c en t r l ffic dir ec t s ina con

, a o e

sid er ab l e d et a il al l of t h e a c t ivi t i e s o f ll o f t h e d ep t a ar

m ents I n s om e ci t i e s t h e s p arat ely o w ne d d ep r t

. e a

m ents a e u nknown; n ot h ers t h ey s t ill fl ourish B e

r l .

t w eent h s e two e x t r em e s t h er e a e an
e
y n umb e r o f v a ri r

at ion s P erh ps t h e m s t c omm onf rm is stor e wi t h

. a o o a

individu al o c rporate o wnership wi t h possibly a ma

r o ,

jo it y f t h e d ep r t m ent s o w ned by t h e c ent r al man

r o a

ag em en t an d t h e r e s t o w ned and contr oll ed by oth er

,

p ers o ns .

3 4 C h ainst o res — Anoth er f orm of r e t ail s t o r e is t h e

.

ch i n s t re Pr op erly appli ed t h e n m e r efers to one

a o .
,
a

o f a gr oup o f s t or e s all c ntr ally ow n d and op r at ed or e e e ,

c lle ct iv ely owne d and m anaged f o t h e comm onb enefi t

o r
‘

o f al l t h e m emb rs o f t h e group e e —
W ll k now nex ampl s . e

a e th
r D ougl a s and R eg al sho e s t or es t h e sh ops f
e , o

t h Un
e i t d C ig r St ore s C omp any t h W ool w o rt h fi v
e a , e e

an d t enc nt st r e s t h e H uyl er c andy st o r s t h e G r eat

-
e o , e ,

At l nt ic and P cific T a C omp any w i t h s t or s l l ov e r

a a e e a

t h e cou n try and t h e l c l ch i ns such t h e Acm e T a

, o a a as e
 SE LLING AT RE TAIL 29

C omp any in Phil ad elphi a and vicinity and t h e J ame s ,

Butl er st or es in N ew York C ity T h e t erm ch ai nstore .

is also fr equ ently a ppli ed t o a sep ar at ely owne d s t ore

which is t h e exclusiv e agent in a commu ni t y fo r s om e
n ationally kn ow n li ne and wh ent h e li ne is v ery com
,

p l et e a n d m ak e s up a l arg e p art of t h e st o ck o f t h e s t or e .

T h e R ex all drug s t or e s ar e a c as e inp oi n t ; t h e ow n ers

of th e s e stor es own stock in t h e c orpor ati on manu f ac

turing t h e R exall li ne but e ach stor e is usu ally st ep a
,

r at ely o w n e d an d m anag ed .

3 5 S ellin
.
g b y m a i l — T h e third norm a l m e thod of
s elli ng at r et ail is t h e m ail ord e r m eth od Selling by
-
.

m ail is a r ec ent d ev el opm ent The re could be no g en

.

e r a l u se o f this m et hod u n til t h e m ails w ere quick ch eap , ,

an d sur e— ino th e r w o rds u nt il t h e r ailr o a d w a s firmly

,

e st ablish ed an d g en e r ally us e d Pr actic ally t h e w h o l e

.

great structur e o f m ail o rd e r busi ness h as b eenbuilt up

-

duri ng t h e sh o rt p eriod b egin ning approxim at ely w i t h

t h e middl e o f t h e l a st c e n tury T h e r at e o f it s d e v el o p
.

m ent h as b een as t oundi ng Th ere are no figure s t o

.

s h ow its pres ent m ag nitud e but w e cang et s o m e sug

,

ge s t i o n o f its siz e a nd imp o rt anc e f ro m t h e fac t t h t a

a si n gl e m ail ord er hous e in C hic ago d o e s an an nu al

-

busi ness of appro xim at ely a hu ndre d milli o ndoll ars .

S elli ng by m a il t o t h e ult im at e c o nsum e r i c a rri ed s

o n by e v e ry ki n d of ret ai l distribut o r Th ere are firs t .

t h e e st abli shm e n ts rangi ng insiz e a ll t h e w a v from t he

,

ti ny hom e i ndustry t o t h e m any milli o nd o ll ar c o r pora

ti on buyi ng all or m o s t of th eir goo ds and t h e ns elling
,

th em on an exclusiv ely m ail o rd e r b asis Th en th ere

-
.

a re t h e city d e p artm e n t st o r e s m a ny f w hich fo r ye ars

,
o

h av e s o ld by m ail as w ell as o v er t h e c unt er O f l ater - -

o .

d ev el o pm ent a re t h e sm all e r spe ci al t y a nd ge n eral st re s o

in tow n a nd c u nt ry t h at a re gradu ally realizi ng t h

o e
30 MAR KE T ING M E T H ODS
o pp ortu niti e s o ff ered by a m ail order dj u nc t to t h eir -
a

busin ess es And fin lly t h er e is t h e m anu f ctur er w h o

. a a

e ith e r m ark ets ll his pr o duct by m a il or els e r e ach es

a ,

t h e c o nsum r by m ail t t h s m e t im e t h at h e is u t iliz

e a e a

ing ot h e r tr de ch an nels and o t h er s elli ng m et hods Th e

a .

m il ord er busi ness t og et h er wi t h t h e d ev elopm ent o f

a -

d p art m ent and ch ai n s t ores is n exc eedi ngly impor

e ,
a

t an t f ct inm erch andisi ng nd h as h ad much to d o with

a , a

t h e p r e se n t c ompl ex and r apidly ch anging situ ation

in t h e m rk et f or m nufactured goods
a a .

3 6 N ece sit y of t h e r e t ail st o e

. s — O f t h e thr ee m eth r

o d s o f s e lli n g at r et il t h e m et hod th t is b se d ont h e

a , a a

s rvic es o f t h e v ari ous f orms o f t h e r et ail s t or e is t h e

e

m st imp or t nt and it is t o th t m eth od w hich as w e

o a , a , ,

h ave fou nd is o ft en ass oci at e d with m ail ord er s elling

,
-

t h at w e sh ll giv e our chi e f a t t en

a t i on T h r et ail s t r . e o e

e xis t s b e c aus e it s erv s t h e p eo pl e I t needs no o t h r

e . e

j us t ific ati on and it will not giv w ay t o any oth r

, e e

m et h od of r et ail s elli ng u nt il th t ot h e r m et h od is f ou nd a

t o s e rv e t h e p opl e b et t r T h e r et ail e r is t h e gr eat mid

e e .

dl man; m or e t h an al l o t h er middl em e n combi n

e ed h e ,

c at es t im and pl ac e utiliti es H e m ake s it e asy for

re e .

t h m nuf actur e r t o m rk t his g o o ds ; h e m ak e s it e asy

e a a e

f o co nsum ers t o g et t h em ; an
r d h s rv e s ing ener al s a e e a

cl ari ng h ous e to crys t alliz e d em and and to f ocus sup

e

ply H e is n educ at o r a civiliz er and an age nt o f

. a , ,

pr ogr ess Im agi ne a t o wn wi t h no r et il s t or es T h e

. a .

id ea is prep s t erous Our d aily life is djus t ed t o t h e

o . a

f ac t o f t h e r t ail st or e s xist enc e ; univ ers l m ail ord r

’
e e a -
e

buying is u nthi nkabl e ; and u nt il som e gr eat ch ange

c om s i nt u basic h bi t s o f li f e t h e r et il st r e will
e o o r a , a o

c o nt i nu e t o exist and t o j usti f y it s exist enc e .

 C H AP T E R III

RE A L T I COMPETITI ON
37 . R et ailing p rio r t o t h e C ivil W a r — B e for e t h e .

C ivil W ar r et a ili ng in t h e U ni t ed S t at es w a s not a v e ry

,

c ompl ex busin ess Th er e w er o nly one o r t w o d ep art

. e

m ent store s ; ch ain stor e s w er e lmost e nt irely in t h e a

futur e ; t h e m ail ord e r bugaboo w as not yet d ark eni ng

-

t h e sm all d e l er s sky ; an d c o op e r ativ e s t or e s w e re t oo

’
a

r are t o be consid e re d s eriously T h e sp eci al t y sh op and.

t h e country g e n e r al stor e h ad thin gs t h ir o w n w ay e .

M noto ny w s t h e most notic eabl e ch ar act ristic o f t h e

o a e

ret ail busi ne ss duri ng t h is p eriod Th e cr az e for rap .

idly ch anging fads and fanci es h ad not yet rri ved ; a

t h e m aj ori t y of lin e s co n sist ed o f st apl e s t h t were a

l argely in d em and y ear aft er y e ar ; and co nsum er de

m ands w ere l ess ex act i ng a nd v ari abl e th anth ey are t o
d ay F in lly t h r e w e r e g ener lly risi n
. a e g pric es which
a ,

continu ed to g o up u ntil t h e end of t h e w ar As a re sult .

o f a l l th e s e t h i ngs d eal rs o ft e n th ought it advantage

, e

o u s to k e ep g oo ds for a l o n g tim e o n th eir sh elv es .

Wh en goods are sta pl e a nd wh en pric es are risi ng ,

t h e m erch a n t is not u nwilli ng t o c arry st cks o v r o e

f rom y ea r t o y ea r C o ns equ e ntly in a d ay lo ng be

.
,

f o re t h e pres ent ag e of k ee n int er est in t h e rel ation o f

turnov er to pro fits r et ail m eth ods we re fte n lax and
,
o

c arel e ss Stor ek eepi ng w as n t a c ar er o na par with

.
“ ”
o e

t h e pr o fessi o n s I t w as th ought th t au v o ne c uld kee p

. a o

a st or e r e g a rdl e ss o f ability ; a n
, d fte nan y one co uld
o .

an d m ak e a livi ng w ith ut e x rti ng hims e lf gr eatly

o e .

Th er e w as one oth r r esult f t h e condition s th en

e o

81
32 M AR KE T ING M E T H ODS
e xist i ng With pric s frequ ent ly ch anging and g en
. e

e l ly risi ng g oods w r usu ally l e f t u nm ark e d exc p t

ra , e e e

in c os t figur e s T h e on pric e p olicy w s lm ost u n

. e -
a a

know n B argaini ng w as inv ogu e ; g oods w er e usu lly

. a

s old t o t h e i ndividu l cus t om er for w h at th at cust om r

a e

c ould b e induc e d t o p y C omp eti t i on w as l arg ely on a .

a pric b asis ; t h e m erch nt who c ould b i nduc e d t o t k

e a e a e

t h e l w e st pric e s or who shr e w dly d en

o , i d himself t h e e

pl easur e f h oldi ng goods f or risi ng pric es nd w h o

o , a

adv er t is e d his willi n gn ss t o t k e a l ow profit ona r apide a

turnov er usu ally g ot t h e busi ness

, .

38 Ch n n i n h n — N early all
.
g ed co d ait o s ft er t e w a a

t h e imp or t an t c o ndi t i ons surr ou nding t h e r et ail busi ness

ch nge d aft er t h e C ivil W ar Pric es b g nto d ecli ne
a . e a ,

an d t h e d ecli ne w as sh rp f or s ev r l y ears Tru a

a e a . e,

st ady ris e soon set in ag ai n bu t in t h i nt erv al m os t

e ,
e

d e l rs h d t o ch ange th e ir entir e b asis o f busin ess or

a e a

els e g o t o t h e w a ll an d t h e ch ang e s t h nl rg ely e ff e ct ed

, e a

h v e c onti nu ed t o t h e pr es nt d ay Wi t h t h e sh arp d
a e . e

cli ne in pric es and with t h e t igh t eni ng o f cre di t terms

,

gr nt ed t o ret ail ers g oo ds h ad t o be s ld at onc e if l arg e

a , o

l oss es w ere t o be av oid ed R ec ently inanI lli no is t w n . o

a nold m erch ant di ed w h o st ill h ad c alic o o nhis sh elv e s

t h at h e h d bought at $ 1 a y ard an
a d which h e r efus ed t o ,

s ll b elow co st M o st d e l ers h ow ev er w er e aliv e t o

e . a , ,

t he n ew con diti ons Th n c ssi t y for quick r emov l

. e e e a

o f s t ock a w o k e a k e enspirit of comp et i t i on T h e r et a il .

d e l rs w h o h ad slumb er d f or y ears sudd nly f ou nd

a e e e

th ems elv e s f ac ed by t h e nec essi t y f i t h er b ec omi ng o e

v ery much awak e o goi ng ou t o f busi ness r .

T h e ch ng e in r et ailing co nditi ons br ought about by

a

t h e d ecli n i ng pric es aft er t h e w r w f urt h er necessi a as

t at ed by ot h e r d ev el o pm n t s t h at f oll ow e d f st o nt h e
e a

h eels f t h e price r evo lut i on Pr mi nent am ong th s

o . o o e
 RE TAIL C OM P E T I T I ON 33

d ev elopm e nts w as t h e i ncr eas e d v ari t y o f m anufactu r ed e

goods With t h e dis app earanc e o f t h e fronti er and with

.

t h e r em ark abl e growth o f Am eric anciti e s h o us e hold in ,

d u st ries d e c l in e d ; m any of t h e thi ngs l ng produc e d by o

e ach f amily for its own consumption w er e now man u f ac

t u red outsid e t h e h om e an d s old l arg ely t h rough t e

,

t ail stores This m eant l arg er and more compl et e

.

stocks ; and this inturn r equir ed t h e more frequ ent turn

ing of c apit al if t h e aver age r etai l er wi t h sm all c apita l
w a s to m a k e t h e s am e n et profit as b e for e an d st ay in
busine ss H e could adj ust hims elf to t h e new conditions
.

only by radic ally ch a ngi ng his busi ness m ethods .

Anoth e r d ev lopm ent w as t h e ris e o f l arg e d e p ar t

e

m ent stores and oth er new forms o f r et ai l e stablish

m ents N e arly a l w ays t h ey b s e d th eir app eal onsom e
. a

new form of s ervice to t h e public som e ne w id ea in mer ,

ch a n d ising which t h e public a ppr e ci at e d a nd to w hich it

quickly r esp ond ed T h e d e p artm e nt s t r e and t h e ch a in

. o

store t aught t h e public wh at to exp ect in merch and is

ing and th ey h ave b ee n power ful agencie s in ed u ca t
,

ing t h e sm all m erch ant in new w ays f s e rving co n o

sum ers and in new w ays o f m aki ng profits fo r hims el f .

F in ally th er e w as t h e e xtr ao rdi n ary d e v e lopm e nt of

a dv e rtis ing P e rh aps no oth r si ngl e force h as h ad such

. e

great influ enc e on r et il m erch andisi ng I t h as ed u

a .

cat ed t h e p e opl e t o v alu e s a n d d ev el p d ne w w a n

, ts ; it o e

h as u ns ettl e d t h e r el ati ons of t h e ld f ct o rs in trad e ; o a

it h as introduc ed t h e mod e rn probl ms f t rad e m arks e o -

.

pro pri t ary g o ds a nd all t h e c mplica t io ns t ha t h ave

e o ,
o

f oll o w e d in th e ir w ak e ; a nd l astly it h as ush ered in t h e

b ogey o f m ail rd e r c mp titi n
-
o o e o .

3 9 S t a t us of t h e ret aile
. r — All t he se d e v elopments
.

h av e app eared withi nt h e sp ace of a fe w years— fi ft y at

t h e m o st ; an d th e y h av e m eant almo st a revoluti on in
I II— 3
34 MAR K E T ING M E T H ODS
r et ail m erch an di sing Th ey h ave b een good for busi .

n ess Wh en any busi ness is easy it d oes not occupy

. ,

a high pl ac e inpublic op ini on b e c a us e it d o e s n ot l w ays , a

at t r act t o its e lf t h e b e s t br a i n s of t h e n ati on L et it b e .

c me di fficul t h ow ev er ; l et it find i t s elf confr ont ed w ith

o ,

problems to be solv e d new re l tions t o b e w orke d o u t ; ,

a

an d it t ak e s a n ew l e a s of li f e S uch h as b e nt h e his e . e

t o ry o f r e t ili n g T h e r et ail business t o d ay offers m ore

a .

o pportu n it i e s f or t h e y ung m anof br ains energy am o , ,

bit i n an o d d et ermi nat i n th na gr e at m any o th er busi

, o a

n ess es inwhich h e might eng ge I t is a busin e ss t h at a .

o ff e rs s o ci l a s w ll a s fi na an ci al disti ncti on I t h as c ome

e .

into its own T h e old stor ekeep er is a dis app ar

.
“ ”
e

ing typ e I nhis pl ac e is f ou nd t h e r eal m erch nt k e n

. a , e

l y a liv e t o e v ery t hi ng t h at a ff ects his busi ness s ervi ng ,

t h e public al w ays an d r ec e iving a j ust r e w ard fo r his

,

s ervice s .

4 0 The n . ew basis of co mp et it io n — All t h e ch ang e s

th at h v e occurr e d in ret ailing in t h e p ast fi fty y ears
a

are summ riz e d ino n e gr e t ch an

a ge — t h e ch ang e in t h e a

b asis o f comp t iti on T h e old b asis f c omp et i t i onw s

e . o a

pric e T h e new b asis is s ervic e Pric e as t h e sole b asis

. .

o f c omp eti t io nis d ead N wad ays evenif a stor e g t s . o e

t r ad e b e c aus e o f it s l o w pric e pp eal an d m any o f t h em a ,

d o it h o ld s tr ad e b ec aus e t h e l ow pric e is o nly one of t h e

,

fo rms of s ervic e t h e stor e off ers t o it s cus t omers T h e .

s ervic e t h at h o lds busi ness and th at draws tra de fr om t h e

comp etitors may b e such a simpl e thi ng as a policy o f
court esy a th nk you attitud e and willingness to
,
“
a
”
, a

pl e as e ; but it is onjust such simpl e yet important t hings ,

a s th e s e t h at gr eat busi n e ss e s are buil t an d pr o sp er .

W e a e t o c o nsid e r s m o f t h e typic al f actors inr e

r o e

t ailing and th eir comp et itiv e strength and weakn ss in e

c ontrast t o t h e str ength and weakn ess of o th er r et ail

 RE TAIL C OM P E T I T I ON 35

factors with which th ey com e i nto c omp etition Ev e ry .

r et a ile r comp et e s with m any oth er r et ail ers of t h e s am e

typ e as himself with r et ail ers o f o th e r typ es and wi t h
, ,

t h e dir e ct s elli n-
g m anufactur er T h e s econd o f th e s e .

cl ass e s of c omp etitors is ou r chi e f subj ect o f i nqu iry .

L at e r w e are to t ak e up t h e probl ems an d c o mp et itiv e

stre ngt h of t h e m anufactur er who by s e lling d irect com
p ete s wi t h r et ail stor es .

4 1 C o mp e t it ive st ren g t h of t h e s ecia l t s t o r e — V e

V
.
p y
h av e already r e fe rr ed to t h e imp ort anc e o f t h e sp eci l t y a

st ore I t is found e verywh er e in l rge ci t i e s and in

.
, a

small er towns th at h av e outgrown t h e cou ntry g eneral

stor e I n t h e city it s chi e f c omp et itor asid e from o t h e r
.
,

s t ore s of t h e s am e typ e is t h e d ep artment s t o re ; in t h e

,

country its chi e f c omp etitor is t h e m ail o rd e r hous e -

.

M il o rd er comp e titio nis t o b e c onsid e red ina ch apt e r

a -

by its elf Acco rdi ngly our pres ent consid eratio n h as t o
.
,

d o chi efly wi t h t h e st atus of t h e sp e ci alty sh o p int h city e

as a comp e titor of t h e d e p artm e nt st o r e i n t h e s a m e city .

Th at this comp etiti o n is a r eal o ne is not t be d enied o .

I t is readily s een th at one o f t h e m o st impo rt ant

s ourc es of t h e comp etitive strength o f t h e sp eci alty s t ore
li e s inits c onv eni enc e to t h e public T h e gr eat d e p art .

m ent stores do a l arge busi ne ss in gr c eri e s m eat s o . .

h ous ehold equipm ent cl othi ng and oth e r st a pl es ; bu t

, ,

w e c an no t c onc e ive o f a city inwhich a fe w great ce n t ral

d ep rtm e nt stor e s c o uld m o n
a op oliz e this typ e of busi
n ess T h e c orn er gro c ery sto re t h e l oc al d rug sto re
.
“ ”
, .

t h e xclusiv e h ab e rd sh e ry t h sp e ci alty sh o e sho p

e a ,
e f . o

f
er c nveni enc e s th at t h e public d m ands I n outlyin g
o e .

districts th y s erv e as n e igh bo rh d ce nte rs ; in t h e

e oo

d o w n t o wn districts th y h v e an ppe l l l th e ir m m
-
e a a a a .

Th ey exist be c aus e a l rge pr p rtio n o f t h e buyi ng

a o o

public finds th at th y o ff e r c nveni nces in immed i ate

e o e
36 MAR KE T ING M E T H ODS
d elive ry p ers o n al s ervic e c omplete st ocks et c th at
, , , .
,

m ny d ep artment st ores c annot o ff er

a .

Th e sp e ci lty s t o r e a ls o is in a position to o ffer a

, a ,

compl et e s t ck inone lin e as gainst t h e mor e r es t rict ed

o , a

stocks in m any li ne s o f t h e av er age d ep rtm ent s t or a e .

T his advant g is not u niv ers al h owever One l rg e

a e , . a

d p artment s t or e in C hic go for i ns t nce c rri es

e a , a ,
a a

l rger stock o f j ewelry th n l l xc ep t t w or thr ee o f

a a a e o

t h e l arg e st sp e ci al t y j e w el ry sh o ps I nm any li ne s nev .

,

er t h el ss it is t o b e e xp e c t e d th at t h e pr o gr essiv e st o r e
e ,

o wn er who giv e s his en t ir e t h o ught t on e ki nd o f go ods o

will b e abl e t o o ffe r custom rs a l rger asso tm ent o f e a r

th o s e g oods th nt h e p id buyer o f a sm all s ecti o n in

a a a

l arg d ep rt m ent s t ore

e a .

T h e sp eci lty s t o r e ow ner sh ould b e bl e t o o ff e r his

a a

cust om er a m o re p ers onal s ervic e th nc nbe off er ed by a a

t h d p ar t m n
e e t s t re
e H e knows m ny f his cust o m ers
o . a o

p ers on lly ; h usu lly r eli s l ess ontr nsi ent tr ad e ; and
a e a e a

h e is inb t t er p o siti o n t o s el ect a st o ck th t wil l m eet

e a

t h e r e quir em n t s of a kn
e ow n m rk e t T h e p ers nal a . o

t ouch is o f gr eat imp ort nc e in busi ness T h e owner s a .

’

p rs onali t y h s m d e m any successful sp eci l t y stores

e a a a .

T o b e sur e t h er e is a lm st an qu al pp r t u nity for t h e

o e o o

c pit aliz at i on o f p ers on lity on t h e p rt of t h e s ecti on

a a a

buyer ina d p artm ent s t ore I t is l ess difficult h ow

e . ,

e v e r f or t h e sm ll st o r e o w n er t impress h is p son l it y
'

, a o er a

a nd his m et h o ds up o n his sub ordi n t e s t h nit is f r a a a o

s p erior t o d t h e s am e t hing in a great syst em rule d

u o -

d ep artment stor e .

I nasmuch as t h e sp eci alty st or e owner usu ally knows

his t ra d nd an r eadily a dj s t his s t ck t o know n
e a c u o

n ds h e ought t o b e bl e t o c rry r el at iv ely sm all er

ee , a a

s t cks nd th er by t urn his c pi t al f st er t h an t h e d

o a e a a e

ar t men t st r buy r whos m rk t is wid r nd l ss

p o e e e a e e a e
 RE TAIL C OM P E T I T I ON 37

stabl e P erh aps this is mor a th eor etic al th anana ctu al

. e

a dv an t age b e c aus e w e fi nd t h at t h e r ec o rd f or t urnov e rs

,

is h eld usu ally by d ep artm ent stor s T h e o ppo rt u nity

e .

is t h e gr eat e r h ow ev er f or t h e sp ci al t y st o r e o wn r
, , e e

who is o f equ al c alibr e wi t h t h e d ep artm ent s t o re man .

D espit e t h e economi es possibl e in t h e ope r ation of a

d ep artm ent stor e d ep artm ent stor e s el ling expe ns es
,

s eem to h av e mount ed w ell abov e t h e c o sts of doi ng

busin ess in t h e av er age sp eci alty e st ablishm ent Re cent .

inv estigations r e sult ed in t h e public ation of t h e follow

ing figu res showing t h e av er age c o sts of do ing busi ness
in a numb er of sp eci alty stor es and d ep artm ent stores .

T h e p erc ent ag e s are b as ed on tot al s al es .

G roc eri es 1
Vehicl es and impl em ents 1 7 44 % .

Vari ety goo ds

H ardware
C l othing
D ry goods
Sho e s
F u rnitur e
D rugs
J ew elry 25 8 1
D ep artment stor e s 26 1 8

The v alu e of st atistics of this sort d ep ends o nt h e ac

curacy o f t h e accounting on which th ey are b ased and
on t h e numb er of c ase s inv estigat ed T h e figure s are .

given as m erely suggestive of t h e gen eral rel ation p rob

ably existin b tw n ll m xp ens e in sp eci alty sh op s
g
'

e e e se g e

an d in d ep artm ent st o re s I f t h e speci alty st o re o w n er

.

h as this adv ant ag e h e sh uld t th at e xt ent be abl e to

,
o o

m eet t h e m any forms of comp etition o ff ered by t h e de

part men t stor e .
38 MARK E T ING M ET H ODS
42 . C omp et it ive w eakn ess o f h
t e pe
s cia l y st ore
t — If
th er e are inh er ent or possibl e p o ints of comp etitive
str ength for t h e sp eci alty store th er e are al so points of
,

weakn ess .

Oft ent h e sp eci alty st or e is not c entr ally loc at ed and ,

accordin gly c annot u se n ewsp ap er advertisi ng at all or ,

at l ea st c an not u se it so ec onomic ally and eff e ctiv ely as

t h e c entr ally loc at ed d ep artm ent stor e T h e d ep artm ent .

store t oo b ec aus e of its siz e and t h e l arg e numb er of

, ,

li nes it h as t o o ff er canoft en u se much l arger adv ertis

,

in g sp ac e th an it would b e profi t abl e f o r t h e sp e ci alty

stor e to u se ; and t h e size of t h e adv ertis em ent u nd oubt

ed ly h as an a tt e ntion v alu e which t h e sm al l adv ertis e

m ent no m att er h ow carefully pr ep ared finds it h ard

, ,

to overcom e .

An o th er point of w eakn ess although by no m eans in

,

h er ent is t h e f act th at m any sm all sp eci alty stor es are

,

l ess effici ently m an age d th an comp eti ng d ep artm ent

st r es Afte r all prosp erity in a d ep artm ent stor e and
o .
,

l ack o f prosp eri t y in a sp e ci al t y stor e in ni nety ni ne ,

-

c as es out of a hundr ed are d u e to effici ency in t h e form er

,

an d l ack of effici ency int h e l att e r G iv e n t h e s am e d e

.

gree o f m an ag eri al ability ap art from exc eption al

,

c onditions t h e sp eci alty sh 0 p gets its fair sh ar e of t h e

,

busi ness and its f air sh are of t h e profits in competition

wi t h ev en t h e most successful of d ep artm ent stores .

4 3 H ow t h e co u n
. t ry g eneral st o re h old s t rad e — T h e

c ou ntry g ener al stor e is in comp etition with city spe

cialt y stor e s an d city d ep artm ent st or es th at solicit t h e
p ersonal visits and tr ad e of cou ntry dwell ers as w ell as ,

with t h e e xclusiv e m ail ord er e s t ablishm ent s and t h e

-

m il o rd er d ep artm ents of all ki nds f city r et ail stor e s

a -
o .

I nc omp etiti on with city st or e s th at s olicit t h e tr ad e th at

goes from country to city in p erson t h e country gen eral ,
 RE TAIL C OM P E T I T I ON 39

store in common with t h e sm all town sp eci alty store al so

h as its poin t s of str ength .

I t is mor e conv eni e n t t o purch as e at h om e th an t o go

to t h e city to tr ad e D eliv ery is quick e r and ad j ust
.
,

m ents should b e l ess att end ed wi t h difficulti es Th e .

great m aj ority o f p eopl e h av e sm all incom e s ; th ey must

purch as e insm all qu antiti es and c annot gr eatly ant ici
,

p at e th e ir n eeds Th e loc al stor e must be r eli ed ont o

.

supply most of t h e n ece ssiti es o f country li fe T h e c ou n .

try m erch ant should r ealiz e this fact ; h e should adver

tis e t h e s ervic e h e off ers to cou ntry dwell ers ; and h e
should m ak e it worth w hil e for his n eighb o rs t o give him
t h e sm all amou n t o f t r ad e th at t h e city s t o re s t ak e fro m
him as w ell a s t h l arge r p art o f t h e c omm u nity s busi
e
’

ness th at nec e ss rily c o m e s t o him

a .

i T h e cou ntry m erch ant m or e th an any oth e r trad e s

,

man knows his custom ers p ers o na ll y With t h e righ t

, .

p erson ali t y h e canh old tr ad e th at will be proof agains t

,

an lluri ng o ff e rs fr o m city st o r e s H e an b a s e his c

y a .

credit risks on abs olut e kn owl edge o f his customers and ,

t h er eby cut dow nb ad d eb t s to a mi n imum And h e can .

,

if h e will c arry a s t ock th at w ill r efl ect p erfectly t h e

,

d em ands of his trade T h e fact th t h e doe s no t

. a

alw ays do t h is is no argum e nt a g a inst t h e p ssibility of o

his doing it .

4 4 W h y t h e g en
. eral st o re l o es
s t ra d e — T h e weak
n e ss es of t h e country gen er l st re a r p artly i nh ere nt
a o e ,

but f o r t h e m o st p art av id abl T w f th em re t h e

o e . o o a

f ll w i n
o o g:
T h e st cks in each lin e are n ecess arily sm all
o T he .

country store th at tt empts t o supply m ost o f t he n eed s

-
a

f its p atro ns c nn t ff e r a l arg s l e cti o n in auv o n

o a o o e e e

lin e This is an i nh e rent dis dv nt age As a result

. a a . .

t h e p atrons of a cou n try ge n r l t re will buy f ro m it

e a s o
40 MAR KE T ING M E T H ODS
thos e st apl es which involv e anywh ere littl e opp ortu nity
for s el ecti onand wh ich th ey must h av e at onc e but th ey ,

will oft engo t o t h e city for luxuri es and for ar ticles th at

are usu ally r e f err e d to a s sh opping li nes “ ”
.

A l arg e proporti o n of cou ntry stor es a e in effi ci ently r

c onducted This is far fr o m b e ing aninh er ent p o int of

.

w eakness but it is a common one Poor adv ertising

, .
,

p oo r s elling p oor buyi ng lax cr edit s —th es e and m any

, ,

o th er av o id abl e i n effici enci es are chi efly r e sponsibl e fo r

t h e country tr ad e th a t go e s t o t h e city T h s e coun t ry

. o

s t or es th at ar e effi ci ently conduct e d h ave littl e occ asion

to b ewail t h ci t yward t rend of tr ad e
e .

4 5 R eason
. s for d ep art men t st o re st r eng t h — T h e city
d ep artm ent store is look ed upon by m any r et ail ers o f
o t h e r t yp e s a s th e ir most f ear e d c omp e tit o r I t is tru e .

th at it h as unusu al comp eti t iv e str ength I t s siz e it s .

,

adv e rtising it s s al es h a v e anel em ent of t h e sp ect a cul ar

,

about t h em t h a t would dr aw tr ad e e v e n without mor e

subs t anti al r easons Th es e more substanti al r eas ons

. ,

h o wever are t h e b asis for t h e d ep artm ent store s gr t

,
’
ea

succ ess I ncomp etitionwith city sp eci al t y stores with

.
,

sm all sp eci alty and c ountry st or es in t h e surr ounding

t erritory and with e xclusiv e m ail o rd e r hous e s if it do e s
,
-

a m ail o rd e r busi n
-
ess it dr aws gr e at v o lum e s of tr a d e
, .

D isregardi ng for t h e pr es ent t h e m ail o rd er ph a s e of -

comp etition its strength is b as ed on a numb er of fac

,

tors
4 6 D ep ar t men
. t st ore econ omi es — T h e d ep artm ent
.

stor e o ff ers t h e Opportunity o f unusu al e con omi es inop

er at ion Th e or e tic ally t h e ov e rh ea d e xp e ns e f or t w o d e
.

p rt men
a t s or stor e s u nd er a comm o n roof sh oul d b e l es s
th an for t h e s am e two stores und er s ep arat e r oofs and
s ep arat e o wn ership Th eor etic ally if anexp enditure for
.

adv ertising for e x ampl e dr aws p eopl e int o t h e s t or e to

, ,
 RE TAIL C OM P E T I T I ON 41

insp ect t h e sp eci al o ff ers of one d ep ar t m ent and results ,

in t h e visitors purch asing not only t h e sp eci al o ff ers

bu t al so t h e goods in oth er d ep artm e nts th at are brought
to th eir att ention aft e r t h ey ent e r t h e store t h e ad ,

vert isin g e xp e nditur e is d o ubly effici e nt an d t h e ch a rg e ,

for a dvertisi ng against e ach doll ar s worth of go ods sold ’

is l ess th a n it would b e if s al es from o nly on e d e p a rt

m ent r e sul t e d from t h e publicity T h e list of th eo .

ret ical s avin gs might be ext end ed to gre at l ength Why .

is it th en as w e h ave s een th at t h e d ep artm ent stor e cos t

, ,

of doing busin ess av er age s high er th an s elling costs in

other ki nds of r et a il est ablishm ents ? Selli ng costs in
som e gr eat d ep artm ent stor es h av e run as high as t h irty
fi ve p er c ent of t h e gross s al e s ; m any of t h e l arg e r st o r e s
report as high as twenty fi ve p er c ent and t h e av er age is
-

s aid to b e in exc ess o f twenty six p er c ent Such a cost

-
.

o f d o ing bus in e ss would ruin t h e av e r ag e sp e ci a lt sh op

y .

Why with its Opportu nity for economi es in o p er ation

, ,

h as t h e s elling c o st in t h e d ep artm ent stor e r each e d such

e xc essiv e figur es ?

T h e r e ar e m any possibl e answ ers to this qu e stion .

One of th e m is th at t h e d e p artm e nt stores ina city are

usu ally loc at ed clos e togeth er To a l arge ext ent th ey al l
.

a pp eal to t h e s am e community of p e opl e ; no n e h as a lo

calize d tr ad e ; th ey are al l in k e en comp e tition with o n e

anoth e r . This h as r esulted in extraordin ary com pe ti

tiv a ctiviti es O ne sto re adds an exp ensiv e it em of
e .

s ervic e and t h e o th e rs promp t ly f ll w suit O ne

, o o .

m o v es to a n ew e r more f av o rabl nd m re ex pensi ve

, e, a o

l oc ati o n a nd t h e o th r st o res f oll w it s l ead T h e de

, e o .

t m n t st r ch s s t h m st c ntr a l an d th r e fo r
p a r e o e o o e e o e e e

t h e high st r nt district int h firs t pl a c e a n

e e , e d t hen t he .

f act th at increas e d trad e is dr a wn t th a t di strict re acts o

to i ncr as e greatly t h v alu e f t h grou nd occu pi ed by

e e o e
42 MAR KE T ING M E T H ODS
the st ore All of th es e and m any oth er factors op er at e
.

t o incr eas e t h e d ep artm ent s t o r e cost of d o i n g busi ness ,

d espit e t h e m any economi es t h at ar e ac t u ally effect ed by

r eas o n o f it s p eculi ar f orm of o rg aniz at i o n .

4 7 C on . n
ve e i n c es o f p
d e a r t m e n t st o r e — Th e gr eat
e st r e as onf or d ep artm e nt stor e str en gth is pr ob ably t h e
c onv enienc e s th at such a stor e o ff ers to t h e public .

Th es e c onv eni enc es r e obvi ous : c entr al si t u at i on con

a ,

cen t at ed purch as es c on
r c entrat ed cr edit syst em at ic and
, ,

e x t en sive d eliv ery syst em s— th es e and oth er conv en

ience s ar e appr e ci at ed by t h e public and l arg ely acc ou nt
,

f o t h e s al e s an
r d siz e and str ength o f t h e d ep artm ent
s t o r es in all of t h e l arger towns o f t h e cou ntry .

4 8 D ep ar t men t st o re bu yin s t r n t h — T h e d ep art

.
g e g .

m ent st or e often h as gr eat er buyi ng str engt h th an t h e

sp eci alty stor e T his does not m ean th at t h e dep art
.

m ent stor e usu ally buys any one lin e o f goods in gr eat er
qu antity th an t h e sp eci alty shop d ealing only in th at
lin e alth ough m any of t h e l arg est d ep artm ent st ore s do
,

buy i ndividu al li nes of goods in l arg er amou nt s th an

an y e xc e pt t h e l a rg e st of t h e sp e ci a lty shops T h e buy
.

ing str ength o f t h e d ep artm e nt st or e is d u e chi efly t o

t h f ac t t h at t h e d ep artm e nt stor e is a much s ought ou t
e

l et f or t h e g o ods o f m anuf actur e rs ; it s supp or t is oft en

e ss en ti al to t h e introduction o f new goo ds ; m anu
f act u rers ar e in k eenc omp et ition f or it s s ervic es and t o , ,

o bt a in its c o op er ation th e y oft e n gr an , t it buyi ng ad

v ant age s th at a e not gr ant e d to sp eci alty stores M any
r .

d ep ar t m ent st or e s will not buy through j obb ers ; th ey

d em and t h e j obb ers disc ount fr om t h e f actori es Th en
’
. ,

t oo t h e e l ab o r at e buyi ng o rg aniz ati o n of a gr ea t d e

,

p ar t ment st or e is o ft en in a p o siti ont o pick up b argai ns ,

o d d l o ts nd j bs th at ar e n e v r brought t o t h e a tt enti on
, a o e

of t h small l o c al sp eci alty st ore All o f th es e buyi ng

e , .
 RE TAIL C OM P E T I T I ON 43

a dv ant ages r esult in t h e possibility of lo w pric es l o wer ,

oft e n th an those of sp eci alt y stor es d e spit e t h e incr eas e d

cost of doi ng business of t h e d ep artm ent store .

4 9 Ad van . t ag es d e t o siz e
u — F in ally t h e f actor of
size is r esponsibl e for m any things th at t h e d ep artm ent
store cando to attr act and hold tr ad e F o r instanc e a .
,

sp eci alty sh op c ann o t afford to employ ani nstructor to

v e h whol e tim e to i ncr e a si ng t h e w elf a r e an d t h e
g 1 er

s al es effici ency of t h e s al e s forc e ; t h e d ep artm ent store

canan d fr equ ently do e s d o this T h e d ep ar t m ent store
.
,

wi t h a great v ari et y of di ff er ent ki nds of go ods each ,

of which must st and its sh ar e of adv e rt isi ng e xp ense ,

oft en us es l arge sp ac e exp ensiv ely displ aye d new spa

-

e a dv rtis em n ts F w sp e ci alty shops can comp et e

p r e e e .

with it in this r esp ect T h e fact th at a busin e ss is big

.

m eans th at it canemploy big menat big s al ari e s Th ere .

are m any e xc eedingly succ e ssful a n d effici ent men in

ch arg e of sp eci al t y stores ; but sp eaking gen erally t h e
, ,

high s al ari e d busin ess gen er als o f t h e gre at d e p art m nt e

stores bring t o th e ir work a vision a m e rch andisi ng cour ,

ag e an d skill a knowl edg e of busi ne ss an

, d its m ethods
th at are som etim es l acking int h e c as e of t h e comp et ing
sp eci alty comp etitor .

I n comp etition with t h e cou ntry st o re t h e city d ep art

m ent store h as t h e s am e adv ant ges th t it h as in a a

comp etiti onwith t h e city sp eci al t y s t re I n dditi o n it o . a .

is abl e to o ff er l arg e r and fresh e r sto cks and a m re o

v ari ed assortm ent of go ods fro m which t s lect I t d e o e .

riv es strength also fr m t h e m ere fact th at it is in t h e

o

city Th e city always h as h ad a lur e fo r c ou ntry d w e ll

.

ers an , d pr ob ably a s l ng as city c o nditi ns a n

o d co u ntry o

c nditi ons di ff er a c ert ai nam unt f c untry trad e will

o ,
o o o

c ontinu e t o go to t h e city .

50 . E lements f
o w ea kness in d epa rt ment st ores .
44 MARKE T ING ME T H ODS
Among t h e el em ents o f w eakness i nh ere nt in t h e d e
p ar t me nt stor e m ay b e m ent i one d t h e foll o wi ng :

I ts siz e is lik ely t o l ead t o d ec entr aliz ation o f policy .

Th t is t h e store p olicy may not b e r efl ect e d by t h e ac t s

a ,

an d opi ni ons of all t h e empl oyés in ea ch o f t h e m an y

d p artm ent s I n a l arge organiz ation; wh ere const nt
e . a

sup ervisi on o f employés by t h e more resp onsibl e offici als

is n t possibl e th r e is sp eci l d anger o f i nj ury t o t h e
o ,
e e a

en tire e st ablishm ent t hr ough t h e u nauth oriz e d st ate

m ents or actions of s om e irresponsibl e cog in t h e ma
chi ne .

Th e l ack o f p ers on al touch with t h e thous ands of cus

t om s m e n
er s th at t h e busi ness mu st b e conduct ed
a

l arg ely on animp ersonal b asis Of c ours e t h e d ep art .

m ent h eads and s l esp opl e o ft e n bui ld up a p erm an ent

a e

cli ent el e b ase d as much on pl eas ant p ersonal r el ations

a s up ong o d g oo ds an o d pr op e r hous e policy But it is .

c er t ai nly tru e th t m any sp eci alty sh ops hold a l arge

a
'

amou n t o f th eir trad e be c aus e m any cust om ers l ik e to

d eal wi t h i ndividu al own ers or m an agers i nst ead of with
gr eat m achi ne lik org aniz ati ons
-
e .

T h e e xtr em e c mp et i t ion am ong riv a l d ep artm ent

o

st or es and t h e growth f public d emand for incr eas e d

o

an d exp ensiv e s ervic e o f m any kinds o ft ennec essit at e

e xp en ditur es th at are likely t o bri ng t h e outgo d anger
ou sl y n ea r t h e poi nt o f no pr ofit s T h e st ory is t old o f .

on e w ll kn eown d ep artment sto r e th at h ad drifted along

-

with t h e tid e o f i ncr easi ng d em ands for comp etitiv e

s ervice until it fou nd its el f confront ed by a se ll ing ex
'

p ens e t h at at e up t hir t y fi ve c ents ou t o f ev ery d ollar

-

r ec eive d f r om s al s O nly a sudd en awak eni ng to t h e

e .

d anger and animm e di at e policy of c areful r et r enchment

s av ed t h e stor e from f ailur e .
 CH APTE R I V
TH E C H AIN STO RE
51 . R ise o f t he ch ai nst o re — Th e
n ewest comp etitiv e
factor int h e r et ail fi eld is t h e ch ain store Q ui et ly wi t h .
,

out ost ent ation t h e f ound ations f r t h e ch ai nstore sys

,
o

t em of r et ailing w er e l a id y e ars ag o wh e n such org a n iza

ti ons as t h e G r eat Atl ant ic and P acific T e a C omp any
b egan t o ext end th e ir op erations ov e r w id e s c t i ons of e

t h e cou n try F or m any y ears t h e pion eers in t h e fi eld

.

co nduct e d th eir busi ness e s w i t h pro fit t o th ems elv e s a nd

wi t h constan t ly increasi ng effici ency yet r ec eiv e d littl e,

a t t e ntion f rom t h e gr ea t m a j ori t y o f m a nuf a ctur rs e

an d fr om l egisl ators an d busin ess p eriodica ls T h e pub .

lic p atro niz d t h e ch a in st or es inincr easi ng num be rs be

e ,

c aus e th ey found th at stor e s of this sort o ff e re d a d esir

abl e form of s ervic e ; an d thos e o t h e r f o rms of r e t ail
e st ablishm ents with which t h e ch ain stor e s c am e int o

comp etition w ere k eenly aw are of t h e c omp et itive

str ength o f t h e new m ethod of r et ailing U ntil c mp ar . o

at ivel
y r e c e nt y e a rs h o w
, e v e r t h e gro
, w th of ch in s t o r e a s

w as so gr adu al an d th e r e w as such l ck o f ste n a t ati o nin

o

t h e d ev lopm ent of t h e v ari us syst ms th a t th e y w e re

e o e

not giv en g eneral c onsid e r ti o n i t h e r a m e nace r as

a e s a o

a no pp o rtunity by t h e o th e r f a ct o rs int h e me r h an d is c

ing fi eld .

5 2 G ro w in
.
g p u bli c in t er es t — P e rh aps t h e a w ak e n

ing o f g ener al publ i i nt rest in ch ai nsto res d at es fro m

c e

t h e r em rk abl e spr e d
a f t h e fi ve a n
a o d t e nc nt st re -
e o

id ea and fro m t h e sp ect acul ar ri se and su ccess of t he

45
46 MARKE T ING M E T H OD S
United C igar St or es C omp any B efor e and s inc e th at
.

tim e a mul t itud e of ch ain st or e sys t ems h ave com e i nt o

b eing ; m any of th em h av e fa il ed b u t a l arge pr op or ,

ti on c ont i nu e t o d o an increasi ngly profi t abl e busi ne ss .

Ev ent his d ev elopm en t h ow ev er h as not cent ere d up o n

, ,

t h e probl em o f ch ain s t or e c omp etiti o nt h e s am e d egr ee

o f p o p ul a r i n t er est a s t h at which h as att ach e d to t h e bet
t er u n d erst oo d m et h o ds and pr o bl ems of t h e m ail ord er -

h ous es and d ep artm ent st or es Th es e t hre e typ es o f

.

r et ail ers h av e grown up t o geth er and t h e l ast two ,

h av e s om ew h at ov ersh adow e d t h e first b e caus e o f ,

t h e ir m o r e dir e ct an d imm edi at e i n flu enc e o n buyi ng

h abi t s and o n o th er r et ail ers As l ong as m any com
.

mu nit ie s w er e u ntouch e d by t h e ch a in stor e pr obl em ,

o th e r m o r e pr essi n g m ark et i ng pr obl ems h ad t h e c ent er

o f t h e st ag e . Th e ch ai n st o r e s are movi ng f a st h ow ,

e v e r ; th e ir i n flu enc e is spr eadi ng far and t h ey ar e for e,

ing th ems elv e s up on public at t enti on in no mis t ak abl e

w ay . Th e new i nt er est in th em w as r efl e ct e d in t h e
C ongr essi onal h eari ngs ont h e v arious anti trus t bills in -

t r o d u ced int h e nat io n al C o n gr e ss during t h e wi nt er of

1 91 3 1 91 4
-
. Th en f or t h e first tim e t h e tr ad e at titud e
t ow a rd ch a i n st o r e s s eems t o h av e b e en crys t alliz e d in
t h e s e C on gr essi onal h eari ngs and int h e busi ness pr e ss ;
t h e public w a s giv en an i nsight i n t o t h e w o rki ngs and
t h e fun c t i ons o f t h e ch ai nst or e syst ems and t h e ch a in ,

st or es w er e form ally r ec ogniz e d as a vi t al fact o r in t h e

f u t ur e o f r e t ail m e rch andisi ng .

5 3 M ag n
. it u d e of ch ainst o r e op era t io n s —F ew p e o .

p l e h av e an y c o nc e p t i o n o f t h e m agni t ud e o f t h e busi ness

d one by t h e ch ai n st or e syst ems of t h e c ount ry T h e .

F W W o o l w o r t h C omp any which g av e s om e o f its

. .
,

pr ofit s t o aid in t h e buildi ng o f t h e t all est busi ne ss

s t ru cture in t h e w orld in 1 9 1 3 did a busi ness in 6 8 0
,
 T HE CHAIN S T ORE 47

stores o f e v e ry cent o f which r ep e r

s ent ed t h e s le o f article s price d at fi ve and t e n

a

c ents This enorm ous t ota l re sul t ed fr om t he s al e

.

o f such wid e ly v a rying a rticl e s as j ew el ry

she et music an d co nfecti one ry

Th egr o cery trad e h as long b een ext ensively o rgan

i ed ona ch ai n stor e b asis
z I n t h e n at i onal fi ld t h e re . e

ar e such org aniz at i o n s as t h e G reat Atl antic and P acific

T ea C omp any wi t h 8 0 0 stor e s inall p a rt s of t h e c ou n
try and t h e G r and Uni o n T a C omp ny with 200 e a

stor e s Th ere are also hu ndr eds of l o c l ch ai ns th at

. a

contr o l l arge slic es o f t h e gr oc e ry busi ness inth eir re

sp e t ive communiti e s A list publish ed inP rint ers I nk
’
c .

in 1 9 1 4 nam e d t h e f oll o wi ng as amo ng t h e l arg es t o f

t h e s e ch ains T h e figur es sh o w t h e numb e r o f st o r s in
. e

each ch ain : Acm e T ea C omp an y Phil ad elphi a 3 0 7 ; , ,

J am es Bu t l e r I nc N e w Yo rk C ity 23 8 ; Kro ger G r

, .
, ,
o

c ery B aking C omp any C inci nn at i 1 8 2 ; Wm But , , .

l er Phil ad e lphi 1 4 0 ; M ich ael O K ee fe I nc B o st o n

’

, a, , .
, ,

1 4 6 ; Robi n s on C r awford Phil ad elphi a 1 29 ; Th om , , as

R oulst on Brooklyn 1 21 ; J oh n T C nno r C omp any

, ,
. o ,

B oston 1 1 0 ; J am e s B ell C omp any Phil ad lphi 1 3 0

, ,
e a,

G M D u nlop C omp any Phil ad elphi a 1 06 ; C F

. .
, , . .

Smith C omp any D e t roit 6 1 ; M ohic a nC omp any N e w

, , ,

York S t at e 5 0 ; D uk e C Bowers M mphis 4 3 ; An

, .
,
e ,

drew D av ey N e w Yo rk C ity 4 9 I n Phil ad elphi a in

, , .

1 9 1 4 th e r e w e r e s aid t o b e gro c e ry sto re s b l ng e o

in g t o v ri us ch i n s
a a nd o o nly a i nd e p e nd ent ly
o wn e d r et il gro c e ry e st ablishm n
a ts e .

T h e U nit d C ig a r St r es C omp an
e y with m o re th ano

9 0 0 st o r e s in 1 9 1 4 is t h e b est k n o w n e x ampl e o f t h e

ch ai nst or e syst em appli ed int h e t b c busi ness bu t o ac o .

th ere als o m any sm all e r ch a i n

ar e s f ciga r st res in N e w o o
48 MARKE T ING M E T H ODS
York and o th er citi es which are successful ly proving ,

t h e possibiliti e s Of ch ain stor e org aniz ati on .

5 4 C ha in st o r es in t h e d ry g oo d s field — Wh en r e
.

ceiver s w er e un e xp ect e dly appoi n t e d in 1 9 1 4 f or t h e

gr eat whol esal e dry go ods hous e o f H B C lafl in and -
. .

C omp any inany p eopl e l earn ed for t h e first tim e th t

,
a

t his c o mp an y h ad built up a ch ain of dry goods and d e

p ar t m ent st r e s thr ough a s e ri e s of holdi n
o g c o mp ani es

Op er ati n g u nd er s ev er al n ames Th e Unit ed D ry .

G oods C omp ani es c ontroll ed fi ve w ell kn ow n stor e s in -

N ew Y ork Bu ffa l o N e w ark L ouisvill e

, nd M in ne , , , a

a ol is
p Th ey als
. c o ntr o ll e d a not h e r h o ldi n
o g c o mp an y
known as t h e Ass oci at ed M erch ants C omp any and ,

o wn ed controlling i nter e st in t h e j obbi ng h ous e f

a o

H B C lafl inand C O T h e Ass oci at ed M e rch ants C om

. . .

p any in t urn c ontroll e d fi ve st ore s (i ncluding one fur

store ) in N ew York Bu ff alo and B altim or e H B , , . . .

C l afl in and C O r its pr e sid en t J ohn Cl afl in inth eir

.
, o , ,

turncontroll ed a t ot al o f t w enty e ight stor e s situ at ed in -

Brooklyn St L ouis C incinn ati C l ev el and Pittsburgh

, .
, , , ,

N shvill e T acom a L ouisville K ans as C ity Re di ng

a , , , , a ,

Al t oo n a Tol edo Wilk es B arr e T e rr e H aut e G r and

, ,
-

, ,

R apids N o rfolk Augus t a M ontgom ery D env er

, , , , ,

But t e Seattl e An acond a and H amilt on Ont

, , , .

Th er e ar e s ev er al sm alle r ch ains o f dry goods e st ab -

lish ment s n ot ably t h e s ev enty m emb ers o f t h e ch a in o f

,

G old enRul e dry g oods st r e s in t h e f ar W e st Th es e o .

stor s are u niqu e in th at th ey are f ound o nly in sm all

e

towns and citi e s wh er eas t h e b ett er known ch ai ns usu

,

a lly o p er t e on ly int h e l arger c ent ers of popul ati on

a .

5 5 R easo n
. s for su ccess of a small ch ain— Th er e s eem

to b e few st and rds for ch ain st r e op erati on T h e v ari

a o .

ous syst ems di ff er wid ely inth eir m eth ods and in th eir
polici es Are th er e th en common r easons for t h e suc
.
, ,
 T HE CH AIN S T OR E 49

c e ss of ch ainst r es as a cl ass or is e ach syst em succ ess

o ,

ful prim arily b ec aus e o f t h e p eculi ar abili t y and p o lici e s

of t h e m nb ehind it W e are t o c onsid e r t h e r easo ns
a ?

f or t h e c omp et itiv e s t r ength of two ch ain syst ems Of

differ ent typ e s and then to att empt to fi nd t h e comm o n
,

poi nts in b oth T h e g en er al m an ger o f t h e s ev enty

. a

G old e n Rul e dry goods stor e s on t h e P acific C o ast

s ays th at t h e r eason for h is succ ess is t h e cu t ti ng of s ell
ing costs T h e cost of d oi ng busi ne ss in t h e o rd in ary
.

dry goods s t or e is fr om 1 5 p er c ent t o 25 pe c en t o f t h e r

t ot al s al es prob ably av era ging in t h e n eighborh ood o f

,

23 p er c ent T h e G old en R ul e stor es h av e cut t h e co st

.

of doi n g busin ess to t h e r em arkably low figure of 8

p e r c en t.

On e o f t h e import ant r easons for this is t h e elimin a

tio n of m any o f t h e usu al it ems of r et il store s ervice a .

F or e x ampl e t h e stor e s m ak e n
, o d eliv eri e s I n t h e av .

e r ag e dry goods stor e d eliv ery exp ens e am ou nts to

,

sligh t ly mor e th a n on e p er c e nt of to t al s al es T he .

G old en Rul e stor e s s av e this am ou nt tog eth e r w ith

o th e r e xp e n s es of a simil ar nature B ec use p art of . a

this s aving is return ed to t h e public inlow e r prices t h e ,

store s s eem to lose no trad e as a r esult f d o i ng aw ay o

with som e o f t h e custom ary f orms o f sto re s ervice I t .

should b e rem emb ered how eve r th at th e s e stores are

, ,

in sm all towns wh ere t h e abse nc e Of d eliv ery and othe r

s ervic e faciliti e s would not be as great a h andic ap as it
might be in m any citi es .

An oth er imp rt a nt c us e f t h lo w s elling e xp e ne s

o a o e s

is t h e fact th at t h e busin ess is c onducted o na strictly

c ash b asis I n t h e av erage dry g ds st re bad d e bts
. oo o .

amount t about o n
o e h alf o f o n per ce n
-
t and of co urse
e , .

th e re is lw ays a c nsid e rabl e additi nal ex pe n se for

a o o

bookk eepi ng and c ll ecti ng wh en a bu i ness is ru n on

o s

—4
1 11
50 MAR KE T ING M E T H OD S
a cr edit b asis T h e c ash busi ness t h at s av es th es e ex
.

p ens es can m at eri ally cu t d ownit s s elling costs I t is .

i nt r sti ng t o note t h at inthis c as e t h e stor es h v e b een

e e a

firmly e st ablish e d on c ash b sis in sm all t owns wh er ea a

t h e h bit o f buyi n
a g oncr edi t is usu ally m or e firmly en
t r ench ed and h ard er t o u p root t h an it is in l arger com -

mu nit ies .

Th e chi ef pr obl em of ch ain st or es t h e probl em of t h e ,

r el at i on o f t h e i ndividu al stor e m an agers t o t h e ch i n a

o wn e r s eems t o h v e b een s olv e d in such a w ay a s t o

,
a

giv e ev ery i nduc em ent t o t h e s p ar at e m anagers t o k eep e

dow n exp ens es t o a mi nimum E ch m anager o wns . a

a on e third i n
-
t er e st int h e st r e ; o ft ent h e ch i n ow n er o a

lo ans him t h e money t o buy t his i nt er est if h e is wi t h

ou t c pit al
a As h e accumul at e s c api t al h e is p ermit t ed
.
,

to i nv e st his surplus in a one third i nt er st in a new -

e

stor e T h e m an ger o f t h e new stor e inhis turnbuys

. a

a on e t hird i n
-
t er st in it and t h e gener al m nager o f
e , a

t h e ch i no w na s anequ l sh are M any o f t h e m anagers

a .

ow n a on e t hird i n t er es t ins ev e r l di ff r en
-
t li nks int h a e e

ch ai n This sys t em c erta i nly pr ovid s t h nec ess ry

. e e a

i nc ent iv e to s lli ng ac t ivity nd t o t h e Cutt i ng d owno f

e a

s elli ng c osts and it s eems to h av e b een entir ely suc

,

ce ssfu l .

c o sts o f d oi ng bu sniess qu anti t y

I n a ddi t i on t o lo w ,

buyi ng h s b e n an imp or t ant f ct r in t h e succ ess o f

a e a o

t h e G old n Rul e store s j ust a s it h as b een p erh aps t h e

e

m o st imp ort nt f c t or in t h e succ ess o f n rly ev y

a a ea er

syst em o f ch i n st or e s c onc erni ng which fact s and fi g

a

ur es are av ail abl e Qu nt ity buyi ng of c ours e m e ns

. a , ,
a

t h e purch as e o f g o ods t mi nimum figur e s nd t his in

a , a

turn m eans t h p o ssibility of attr activ ely low pric es t o

e

t h e c onsumi ng public .

5 6 R eason
. s for su ccess of a larg e ch in — I na s eri s a e
 THE CHAIN S T ORE 51

of i nt er esti ng a rticl es th at w er e publish e d inP rint ers ’

In k M r G eorg e J Wh el an pr e sid ent of t h e Unit e d

, . .
,

C igar St ores C mp any g av e w h at h e b eliev e d t o be t h e

o ,

r easons for t h e c omp et itiv e s t r engt h of t h e st ore s in th at

gr e at ch ai n S umm ariz ed his r e aso ns w ere s follows
.
, a

Th e U nit e d C ig a r S t o r e s C omp any is found ed solidly

on a policy of s ervic e to t h e public T h e Th ank Y ou .
“ ”

a ttitude of t h e s al e sp e opl e is fu n d am ent al in all t h e re

l at ions o f t h e st o r e s t o th e ir cust om ers M r Wh el an . .

s ays t h e stor es are r equired t o gi v e t h e custom er t h e “

b est th ey d ar e to giv e him Pr emiums fr ee m atch e s .

, ,

souv enirs d eliv ery willing e xch ng es and m ny o t h er

, , a , a

items of s ervice are us ed to attr ct and h old tr ad e I t a .

is thought th at th es e s rvic e s do not r eally cost any e

thing ; th ey are forms Of adv ertisi ng t h at bring much

mor e th an th eir cost in incr eas ed profits .

T h e org aniz ati o n is so compl et e th at fricti on misu n ,

d er st nd ing s an
a d cons e qu e nt w a st e are r e duc ed t o
alm o st no t hi n g I n t h e hom e Offic e f or i ns t anc e very
.
, , e

sup eri o r offi c er is abl e to t ak e ov er t h e work Of any

oth er offic e r at any tim e .

T h e pl a n is t o cu t t h e gr o ss profit on e p er c ent ev e ry

y ear b ec aus e it is b eli ev ed th at with t h e y e rly gr o wt h

,
a

in t h e siz e and effici ency f t h e ch ain s elli ng c sts sh uld

o ,
o o

b e r educ ed a nnu ally by th a t amou nt thus m a i nt a i ni ng ,

t h e d eal e r s n e t profit M r Wh el a n d oes n t say jus t

’
. . o

how m any y ears h e exp ects this y early d ecr as e in s ell e

ing costs to co nti n u e H e b li ev e s t h e sm ll i ndividu

. e a

ally own e d r e t il st o r e c ann t a ff o rd t o h andle t h e

“
a o

busin ess as eco n mic ally or as e ffici ently a t h e g re at

o s

syst em Of ch ai nstor s just b ec aus e t h e

e
“
manis
b ett r th an t h e
e m an .

T h e comp any d es bu i n e ss o n a b a is
o f abs o lu t e
s s o

k n w l edg f t h p ssibili t i es t h l s and t h e nee ds

o e o e o . e sa e ,
53 MAR KE T ING M E T H OD S
of eac h st or e Th ere is no overstocking no orderi ng
. ,

by gu ess ; every stor e keeps a p erp e tu al invent ory o f

e v e ry it e m in its s t ock ; d a ily compl et e r ep o rt s o f ll
,
a

s l e s and r ec e ipts g t o t h e h om e Offic e and t h e g ener al

a o ,

Offi c ers k n ow d efinit ely eve ry d ay e xact ly wh er e t h e busi

n ess stands .

T h e policy is to c arry sm all st o cks t ak e sm all profits ,

quickly and turnc pit al frequ ent ly This it might b e

,
a .
,

m enti one d is lm o st t h e entir e s ecr et of al l succ essful

, a

r et ailing I t is in t er esti ng t o not e lso t h at r apid t urn

. , a ,

o v ers Of c apit a l ar e ch ar act eristic o f mos t ch in stor e a

syst ems I t is s aid th at one v ry succ essful ch ai n of

. e

groc eri e s in M emphis turns its c apit al on an aver ge a

f rt y tim es a y e r Such unusu ally e ff e ctiv e mer

o a .

ch n a d ising a s t his do e s not s eem to b e t h e r e sult of any

thi ng i nh er ent in t h e ch ain stor e pri ncipl e but r at h er ,

is t h e r esult of busi ness s agacity which would b e e qu lly a

pr o ductiv e if appli ed t o any ot h er form f r et ail s elli ng o .

Oth r r eas ns f or t h e c omp titiv e stre ngt h of t h e

e o e

Unit ed C ig r st ores include a r eally sci ent ific s el ect i on

a

Of stor e l o c at i ons ; c omp act st or es arr nged ina s t and, a

ard w ay with n , ot ani n ch of w ast e sp ac e and with ll ,

a

go ods so pl ac ed as t o s av e t h e sal esmens t im e inr each ’

in g f o r t h em ; equipm ent Of unifo rm app ear nc e per a ,

mit ti ng e c onomi e s inbuyi ng nd in op er at i on nd p os

a , a

s essi ng dist i nct advertisi ng v lu e ; a couponsyst m and

a e

premiums t h at are r eally priz ed by custom ers ; org aniz ed

wi nd ow t rimmi ng which fi nds ou t in dvanc t h b s t a e e e

w y t o g et m a ximum r e sults fr m t h e w i n
a d w s nd
o o , a

which by st and ardizing window equipm ent and displ ay

, ,

r esult s in t h e s avi ngs th at st nd ardiz at ion usu ally ef

a

f eets in any activity ; a sch ool for s al esm en in which ,

hous e m eth ods and policy ar e thoroughly l earned b e for e

t h e s al esm an is p ermitt ed to pr actic e ont h e public ; an

 T HE CHAIN S T ORE 53

e sprit d e corps throughout t h e e nt ir e org anization fos ,

t ere d by a re al int er e st int h e e mpl oyés a n d by house

o rg ans , p erson al l ett ers and oth er acc ept ed m eans of
,

producing coop e ration throughout an organiz ati o n .

5 7 T h e co mmo nelemen
. t s of ch ainst o re st ren g t h .

A s t udy of ch ain store s will show th at th ere are comm o n

factors in most ch ain store succ ess es P erh aps t h e most .

import ant of th em are t h e following

Qu antity buying is n ec e ssit a te d by t h e f act th at a
ch ai n consists of a numb e r o f st or es all h and li ng ap
proxim at ely t h e s ame things ; this r e sults in low cost s ,

an d m ak es p o ssibl e low pric e s to co nsum ers Business .

menar e j ust b eginning to qu e stio nt h e ethics o f qu n a

tity discounts but right or wr ong such discou nt s a e

, , , r

t h e g e n er al rul e in busin ess an d to th em m o r e th a n t o

,

an ythi ng else t h e m j o rity of ch ain store syst ems o w e

a

th eir comp etitiv e strength .

Wh en a ch ain of stor es g ets strong enough it often ,

builds or Obt ains control of facto ri es I n this w ay .

,

although t h e ch ain must still p e rform t h e wh l e sa l e o

middlem an s s ervic es it caneith er t ak e t h e middlemans

’

,
’

profit f or its elf or els e split it wi t h t h e consum e r I n .

som e ch ain systems p articul arly in t h e sh o e lin e t h e

, ,

proc ess h as b een re v ers ed and m anufacture rs h ave

,

st arted th e ir own stores so th at th ey might be sure Of

a co n troll ed m ark et for th eir products .

T h e el em ent of siz e an d t he n ec essity o f c ar e ful o r

g an zi at ion if t h e ch ai n is t b e succ fully O pe rat ed
o e ss .

p ermit economi es and e ffi ci enci es th t t e nd t o r duce a e

t h e cost o f d o ing busi n e ss S t and ardized adve rtisin g

. ,

store arrangem ent and wind w displ ay trai ni ng fo r

,
o ,

s al esp eopl e t h e possibility o f transfe rring slo w s lle rs

, e

in o ne stor e t o an th r stor e in a di ff e re nt to w n
o e nd . a

compl et r ecords d esign ed and su pe rvi sed by high

e
54 MAR KE T ING M E T H OD S
priced tr ai ned execu t ives are s om e of t h e advant ag es
, ,

a ccrui n g from t h e f actor o f siz e of t h e busin ess and vol

u me Of s al e s .

Al l th es e a dvant ag es may b e p ass e d on to t h e pub

l ie in t h e f orm o f i ncr ea s ed s ervic e T h e s ervic e m ay .

t k e t h e f o rm o f l ow pric s l n
a e or o f pric e s n ot s e a o , o

l ow but c oupl e d wi t h i ncr ea s e d c om f ort and con

, v en

ience to t h e custo m ers or it m ay be usu al price s with a,

m aximum o f v ari ous ki nds of activiti e s t h at pl eas e t h e

public and attract and h o ld t r ad e Servic e in s o me form .
,

th en is wh at t h e ch ain stor e o ff ers in it s app eal for

,

trad e T O t h e ext ent th at it gives b et t er s rvice th n

. e a

t h e individu ally o wn e d stor e or s ervic e in s m e d egr e e , o

n o v el nd th er efo re at t r active t h e ch ai n s t or e will con

a ,

t in u e t o b e an imp o rta nt comp e titor of all oth er f orms

o f r et a il e st ablishm en t .

5 8 W h er e t h e ch ainst o re is w eak — F rom wh at h as

.

b een s aid it may s eem th at t h e ch ain stor e m eth o d o f

,

r li g
e t ai n h s o n a a a a —
ly dv nt ges th at a ch ain o f stor e s
n eeds only to b e st art ed in ord er to b e succ essful Of .

c ours e this is not tru e Th er e are m any r ocks int h e .

ch annel and m any ch ain syst ems h av e gone to pi ec es

,

o nth em I t w ill b e well to e x amin e bri efly som e of t h e

.

ch ain store el em ents o f weakn ess .

Th e difficulty o f g etting good m an ag ers for t h e sev

e r al st o r e s an d t h e n ec e ssi t y f or unusu al o rg anizi ng and
,

e x ecutiv e ability ont h e p art of t h e g en e r al Offic ers prob

a bly ar e t h e m ost eff ect iv e b arri ers to ch ai n st or e

succ ess M any ch ins h av e brok en up b ec aus e of t h e
. a

wr ong solutionof t h e m an ager pr obl em o b ec ause t h e , r

men at t h h ea d c a p abl th ough th y may h av e b een

e ,
e e

inm an aging sm all r et ail units wer e not big e nough f or ,

t h e j b o f adm iniste ring ane nt ir e ch ain

o .

An oth er sourc e of w eakn e ss is t h e n eed o f gr eat cap

 T HE CH AIN S T ORE 55

it al and t h e possibl e ov er extensi on of busi ne ss L ack

-

of suffi ci ent c api t al is a fr e qu ent c us e Of r eta il f a il u r es a ,

an d it is e sp eci lly an Obst a cl t ch ain store succ e ss

a e o .

At t h e t im e of t h e C lafl inr e c eiv ership in1 9 1 4 P rint ers

’

In k m ad e t h e f oll o wing e ditori al st at em ent : N at ur lly a

th ere h av e b ee n m any i nquiri es as to wh eth er or not t h e

Clafl in f ailur e is a t e st of t h e effici ency o f t h e ch in a

s t ore syst em I t is not for t h e simpl e but suffi ci ent rea

.
,

son t h at whil e t h e stor e s inv o lv ed w e r e virtu a lly own e d

or contr oll ed by t h e s am e i nt er ests th ey w ere not op ,

cra t ed by t hos e int er ests Buy rs w ere free to choose

.
-
e

th eir o w n m ark ets and t h e Clafl in c omp any w as fre

,

qu ently subj ect to c omp e titi o n fro m it s ow ns ou rc es of

supply m anufac t ur ers Oft ens lli ng direct to t h e C laf
— e

lin st or s N ev erth el ess t h f ct th at one d ange r inci

e .
”
, e a

d ent to all ch ain s t ores— t h e ov er ext ensi on o f busi ness -

— w as a f act o r inthis f ailur e is e vid en c e d by t h e o ffi ci al

st at em n t giv ent o t h e pr ess by t h e presid ent of t h e v ari
e

ous int rlock ed comp ani es

e This r apidly exp andi ng
busi ness h as occ asi on ed l arg e c apital r e quirem ents which
w e h av e b e en un abl e t o m ee t nd a r c e iv ership h as
,
a e

th erefor e b ec om e n ece ss ary pe ndi ng r eadjustm ent of

,

t h e aff airs o f t h e comp n y ”

a .

A third r eal d ange r in ch ain stor e o p erati o n is t h e

growi ng ant go nism o f oth r typ e s O f ret ail rs O p
a e e .

position of cours e is e xp ect d by ev ry busin ess a nd

, , e e .

ordin arily it only incit e s t o gre t r ff o rt I nt his c e a e e s . as .

howev er t h e opp ositi nis s e ki ng t strik thr ugh t h e

, o e o e o

l egisl atures at t h e v ery b asis f ch i n t o r succe s o a s e s

.

M any individu al st o re o w ners are end eavo ri ng t N W o

t al l i e public s entim e nt a g i n
z st t h qu ntity disco u nt
a e a .

Th eir ff o rts may not be succe ssful n ext ye ar or t en

e

y ears h e nc e ; th ey may n v r b e su ccessful But t he

e e .

o pp ositi n t o qu antity disc un t s h as already found m any

o o
56 MAR KE T ING M E T H OD S
i nflu enti al ch ampi ons inC ongr ess and t h e const ant ag i ,

t at ion o f t h m at t e r is lik ely at an

e y tim e to r esult in
s erious adv ers e l gisl ation e .

5 9 M eet in ch in t o r co m t it i o n — T h ch in
.
g a s e p e e a

st or e a dvant ge s in comp et i t i on a e m any and impor

a r

t an t but t his do s not m e n th at t h e i ndividu al st ore

, e a

o wn e r w h o sudd en ly is c onfront ed by ch ainstore com

p et iti on n eed s ll ou t to t h e ch ai n syst em or stoic ally
e ,

s t ick to his sh Op and aw ait a m or e or l ess lingeri ng busi

n ess d eath M any k ee n busi ness men w elc ome ch ain
.

st or e comp et i t i on b ec aus it w ak e s up t h e t r ad e st arts

, e ,

p eopl e t o buyi ng new t hi ngs and mor e things and lifts ,

t h e l ev el of r et ail effici e ncy I f ch ain st or es h av e d one

.

not hi ng els e th ey h av e b ee n gr eat educ at ors o f r t ail

, e

m rch ants Th e d eal er w h o k eeps his ey s op en and

e . e

s t udi es t h e m ethods of his ch in st or e c omp et it or u n a ,

consci ously pu t s hims elf through a cours e o f tr aining

th at m akes him a b ette r m erch ant and enabl es him t ,
o

c omp et e with t h e ch ai nst or e onits ow nb sis of s ervic e a .

Th er e is no r eas on why any d eal e r c annot ad opt t h e

s am e m eans o f cu t ting down exp ens e th at a e empl oye d r

by ch ain sto r s e xc ept o f c ours e such s avi ngs as are at

e ,

t ribu t abl e s o l ely t o l arg e sc al e o rg an iz t i on I t is only a .

t h e m e rch ant w h o r efus es to ch ang e his w ays w h o is ,

blind to new m eth o ds in m erch andisi ng and who r eally ,

pre fers t o compl ain r at h er th an t o c omp et e th at n ee d ,

fear ch ai nst or e comp eti t ion T h e i ndividu l st or e owner

. a

a lw ays h as t h e a dv an t ag e in th t his busi n e ss is his ow n

a

—it r efl ec t s his ow n p ers onali t y ; and if his p rs onali t y , e

is right h e can gai na p ers onal h old on his tr d e th at

, a

is un att ai nabl e by t h e p aid m anager of a m er e li nk in a

great m achi ne lik e ch ain o f stor es
-
.

6 0 B u yin
.
g ex ch a ng es T h a dv
-
a n t a g e eO f qu anti t y
buying is not one th at must b e confined t t h e ch ain o
 T HE CH AIN S T ORE 57

stor e Buying e xch ange s are gr adu ally d ev elop ing

. .

Th e s e are organiz ati ons of i ndividu ally owne d st ore s

th at combi ne t h eir buying pow er in o rd er to Ob t a in t h e
s ame qu antity pric es th at a e giv en to ch ai nstores A r .

W e st ern town for inst anc e h as a succ essful ch ain o f

, ,

three drug stor es Th e ir business is l arge and t h e

.
,

own e r is abl e to g et low pric es onl arge qu antiti e s I n .

ord e r t o m ee t this pric e comp e tition s ev eral of t h e ot h e r ,

l eading drug store s int h e town h av e m ad e arr angem ent s

to combi ne th eir purch as es and th ereby d e stroy t h e ,

ch ai n owner s buying adv ant age A few y ears ag o

’
.

m any m anufactur ers and j obb ers r e fus ed to give qu an

tity pric es t o th e s e so c all ed buying exch anges T h e
-
.

s eemi ng n ec essi t y how ev e r of h elping t h e i ndividu ally

, ,

owned stor es t o comp et e wi t h t h e ch ain store s is more

an d more bri ngi ng m anuf actu r ers to a will ingn e ss t o
d eal with ch ain stor es and with buying e xch anges on an
e qu al b asis .

6 1 C oop era t ive ch ainst o r es

.
— A brie f cons id e ration
.

o f t h e form o f c omp etiti o n O ff er e d by t h e coop e r ativ e

st ore is intr oduc ed in this ch apte r b e c aus e t h e m o st suc ,

cessfu l c o op e r ative st o r es ar e usu ally th o s e conduct e d

o na ch ain st o re b a sis Th ere are v ery few strictly co

.

op er ative r et ail stor e s inthis cou ntry pe rh aps n t mo re ,

o

t h n 1 5 0 in all
a I n a few inst nc e s individu al co
. a

o p e r ativ e stor e s are not ably succ e ssful S p aki ng ge n . e

e rall
y h o w ev e r t h e coop e r a tiv e ch a ins
, , lik e t h e R i g ht ,

R l ti onship L eagu e in M i nn es t a nd no rthe rn “ is

e a l o a

c onsin are t h e only striking evid e nc es th at co operative

,

r et ailing in this country can b e m ad a succ e ss I n e .

Europ e wh er e c oo p erati o n is a n xcee d ing lv s e rious

, e

c omp etitiv e fact r m any of t h e co pe rative ret ail es

o , o

t ablish men t s are p e r at ed n ch a i n s t o re basis :

o o a

6 2 P u rp ose of coop er a tive

. t o rm —T h e so l e pur s
58 MAR KE T ING M E T H OD S
pos e of a c o op er ativ e st or e is to l ower r et ail prices A .

r et ail pric e is m ad e up o f thr ee f c ors co st o f t h e

t — a

g oods c o st Of d oing busin e ss nd pr ofit Th e l ast f a

, , a . c

t or is t h e on e th at t h e c oo p er ativ e s t o r e at t empts to elim

inat e ; Of t e n it als o s eeks t o r e duc e t h e o th ers but t h , e

striking ou t of t h e fact or o f pr ofit is its chi e f purp os e .

W e are not to discuss in d et ail t h e m any m et h ods o f

bri nging about this r sult I t is f easible now t o con
e .

sid er only s om e o f t h e di ff erent aims of co op er at i onh er e

an d abro ad and in doi ng so t o sugg est s m e possibl
, , , o e

r eas ons for t h e we akn ess o f t h e coop er ativ e m ovem en t

in t h e U nit e d S t at e s an d its tr emendous str eng t h in
Europ e .

6 3 C oop era t ion h ere an

. d a br o ad — C oo p er ation in
G r e at Bri t a in and Europ e is a firmly e s t ablish ed f act .

I t h as m ad e r em ark abl strid e s in E ngl and S co t l nd

e , a ,

D enm ark B elgium G e rm any and Aus t ri a and it is

, , ,

g ai ni ng a s t ro ng fo othold in ot h er C ont i n nt al c ou n e

t ri e s a s w ell I nE ngl nd o ne f amily inev ry f our b e

. a e

longs to a coop er ativ e s oci ety T h e coop er at iv es o f .

E ngl and and S c ot l and d o a busi ness in exc ess of

a y ea r I n t h e Bri t ish I sl es and Eur op e
.

pr ob ably p eopl e buy m o s t of t h eir s t pl e a

suppli e s from c oo p e r ativ e st o r es C omp ar e all this wi t h

.

t h e situ at io n int h e U n i t ed St at es H er e a succ ess ful

.

c oo p erat iv e store is a curiosity Wh at are t h e r eas ons

.

f or t h e di ff er ent st atus o f t h e c oop er ativ e st or e h er e nd a

abr o ad ?

Th e m o st import ant r eas o n prob ably is t h e f act t h at

inEurop e c o ope r ati on is a cl ass m ov em ent ; it is anex
pr ession of t h e workingm ans cl ass c onsci ous ness— an
’

a t t empt t o li n k t h e w age e arners s t ill mor e cl os ely t o

geth r so as t o improve th eir c onditionand t o giv e th em

e

greater str ength in th e ir continu al b at t l e wi t h c apit al .

 T HE CH AIN S T ORE 59

I n t h e U nit ed St at e s w e r ec o gniz e no cl ass es ; t h e w ag e

e a rn e r o f to d ay is t h e c apit a list of t omorr o w ; t h e c la ss

consciousn ess o f Eur op e is l ck ing I t is t ru e th at w a . e

may be d ev el o ping this cl ass conscious ness ; it is tru e

t h at t h e growi n g strength o f t h e l ab o r organiz at i o ns
may in tim e bri ng about a solid arity o f i nt er e s t s th t w ill a

r emov e t h e pr esent fund am ent al diff er enc e b et w een l a

b or co nditio ns h e r e and abr oad ; but at pr e s ent t h is dif

f erenc e does exist and b ec aus e it do es e xist t h e work
, , ,

ingmen of this country h av e not as yet found it mec s e

s ary to coop erat e exc ept in t h e m atte r o f b argai ning

with employers I t must also b e rem emb er ed th at w ages
.

in Eur op e a e so low th at m any w o rki ngm enwould b e

r

shut o ff from m any of t h e r el ativ ely nec ss ary thi ngs e

of life if th ey could not buy th em for l ess mo ney th an

is ch arg ed by r egu l ar d eal ers I n t h is country h o weve r .
, ,

until r ec ently at l east w ages h av e b en su ffici ently high

, e

t o en abl e workin gm ent o enj oy ev enm any luxuri e s ; t h e

pi nch o f pov e rty h as not n ec essitat ed c o op erati o nint h e
U nited St at es as it h as in m any cou ntri es across t h e
w at er.

T h e succe ss of a coop er ativ e stor e d ep ends prim a r ily

up o n t h e loyalty of its supporters U nl e ss t h e s t o re c n . a

be a ssur e d of t h e const ant tr ad e of a d e fi nit e group o f

p eo pl e its succ ess is dubious I n Euro p e t h e u niv ers l
, . a

cl ass co nsci ousn ess t h e drivi ng n ec essity o f coop e r tion

,
a ,

produces this l oyalty I nthis c ountry th ere is no such

.

inc e ntiv e . W e are individu alistic politic ally a nd eco

nomical ly T ru e t h e growi ng proportion f Eur peans
.
,
o o

am ong our w o rk ers a n d t h e rising pric s w i t h out pr e o

po rt io na t e ris e in w a g e s m a y b e d e str oyi ng this i nt e ne s

i ndividu alism T h e tim h s no t yet arriv ed ho w ever

. e a . ,

wh enthe re canbe t h e s am e i nfr a cl a ss coo peratio nhere -

th at is found br ad O ne curious xpre ss ion o f

a o . e
60 MAR KE T ING M E T H OD S
loy alty t o t h e c oop rativ e id ea is f ou nd in t h e f act th at
e

t h e G l asg o w co op e r at iv e soci et y n ev e r p a id its chi ef Otfi

cer mor e th a n thir t y s ev en d oll ars a w eek

-
Im agi n . e

an y c o mp et en t e x e cutiv e in this c o u ntry b e i ng willi ng

to c onduct a m any million dollar busi ness for a s al ary
o f t h at siz e !

6 4 F oreig n coop er t ive st o r es —As a r e sult of t h e

. a .

for e ign at t i t ude t ow ard c oop erati on ev en t h e first cO ,

Op e r a tiv e r et a il st o r e v en tures abro d w ere succe ssful a .

A si ngl e coop er at iv e st or e how ev e r Off ers few ad van , ,

t age s t o it s p t rons Acc ordi ngly t h e soci et i es w

a . er e

quick t o d ev el op al ong l i ne s th at r esul t e d in far m or e

imp rt ant s avi ngs th n ar e r epr es ent e d by t h e usu l

o a a

sm all pr ofit o f a si ngl e r et ail d eal er Th e first m ove .

m ent w as o rdi n rily t o bt aint h e adv ant age s o f qu an

a o

ti t y buyi ng C h ai ns Of stor es w er e e st ablish ed and t h e

.
,

wh ol s al er s profit w as e limi nat ed Th en c am e an at

e
’
.

t ack on t h pro fit Of t h e m anufactur er T o d y t h e

e . a

British and C ont i nent al coop er at iv e s oci eti es c onduct

great fac t o ri es ; th ey ow n s ourc e s o f raw m at eri als in
t h e Ori e nt an d els ewh er e ; th ey p er at e th eir ow nst ea m o

ship li nes ; inshort m any of th em conduct ev ery op r a

,
e

ti on b et ween t h e r aw m at eri als and t h e ul t im ate con

sum er This is t h e se cr e t f f or ign coop erativ e suc
. o e

c ess T h e s avi ngs p ossibl f r o m c onduct i ng a si ngl e co

. e

o p e r ativ e r et ail s t or e are mi n u t e ; t h e r eal s avi ngs c me o

from t h e elimin at ion of wh o l es ale and m anufact uri ng

pr ofits .

6 5 T yp es of coop erat ionint h e U n

. it ed S t a t es — In
t h e Uni t ed St at e s m o s t coop e r ati ons t rts with a si n gl e a

stor e and ends th er e Th er e is ordi narily not en ugh

, . o

cl ss f eeli ng not enough loy lty t o m k e ev enth at one

a , a , a

st ore n o tably succe ssful nd as a r esult exp ansion is

, a , ,

un p o ssibl e A frequ ent pl anis for a few p eopl e t o d e

.
 THE CHAIN S T ORE 61

cid e o ffh and th at a coo p er ative st or e will m ean low er

costs of living ; th ey b and t ogeth er s e ll a num be r o f ,

m emb erships o p en a store hir a m nager at a small

, , e a

sal ry an
a d without an alyzing t h e situ ation anticip at e
, , ,

big r eductions in pric es T h e r eductio ns o ften d o no t

.

app ear I n m any lin es t h e r et ail er s profit is so sm ll ’

. a

th at it is sp eedily eat enup by t h e in effici enci e s t h at ar e

o ft e n ch a r a c t e ristic of t h e co o p er ativ e stor e Too ofte n .

t h er e is in effici ent buyi n g in effici en t s l e s s ervic e w an

, a ,

ing loy alty o f p at rons and quick failure Th ere ar . e,

of cours e s om e striki ng exc ep t ions to this usu al p ro

,

ced u r e but t h e pic t ur e is by n

, o m e an s anu nusu al o ne .

Th er e are sig ns o f c omi ng gr eat er int er e st in co op era

ti on Th ere is at l east one r eal coop er t iv e f ac t ory in
. a

t h e Un i t e d St ates But w e are not yet as a n ti o nr eady

. a

for e xt ensiv e c o op er ation in m anuf acturing and m ark et

ing .

66 S t ren
.
g t h of coop er a t ive co mp e t it io n— “m e r e it
d oe s e xis t int h e Unit ed St at es wh at is t h e c omp etitive ,

s t re ngth of t h e coop erativ e store ? Th eor etic lly it h a a s

a body o f support e rs w h o re pl edg e d to d ea l with it an

a d
with it alon e T h eir tr ad e b elo ngs to t h e store th ey
.

h av e st arted Actu ally t h e pl edged support ers are oft en

.
,

attr act e d els ewh e r e by a pric e th a t is low e r or by s e rvic e

th at is b ett er T h eoretic ally too t h e att empt t o n

.
, ,
o c

duct t h e busin ess at c st will r esult in lo w pric es t o t h e

o

consum e r Actu ally t h e exp ens e s of in effi ci ent m anage

.

m ent are o ften so gr eat th at pric es c nno t b much a e

low er th an th ey are in t h e sto re effi ci e ntly m an age d

with t h e purpos e of m aking a pr fit F o r th es e and o .

oth r r e as ons it is e vid e nt th at c mp etition fro m coo p

e ,
o

erat ive stor e s in t h e U nit ed S t at s is n o t now o f g re at e

imp rt anc e With industri al co nditions h ere a pproach

o .

ing t h e co nditio ns th t bt ai n in Old er countri es it is

a o ,
62 MAR KE T ING M E T HOD S
pr ob abl e th at t h e c oop er tive pri ncipl e will be more ex
a

t ensiv el y an d m or e succ ess fully a ppli ed but f or t h e

,

pres ent t h o wners o f stor s and f act ori e s t h at are ru n

e e

f or a pr o fit n ee d not gr eatly f ear t h e c omp eti t i onof co

op er ative comp ani es .
 CH AP T ER V

SE L LING BY M AIL
67 A . d ver t isi o
ng r daer b u sin
nd t h e mail
e ss — M ail -
.

ord er s elli ng is p artly t h e c aus e and p artly t h e r e sult o f

t h e d ev elopm ent o f mod ern a dv ertisi n g Until busi ness .

men r ecogniz ed t h e possibility of r eaching l arge num

b ers O f p e opl e thr ough t h e pr inte d word th ere w as no ,

m ail ord er s elling Th en wh en s e lling by m ai l did ap

-
.
,

p ear t h e n ec essity Of m aking each adv e rtis em ent pay it s

,

w ay r e sult e d in much of t h e r es earch an d c ar e ful expe ri

m ent th at h av e m ad e Of advertising a r el ativ ely d ep end
abl e m ark e ting tool I f all adv ertisi ng w ere m erely
.

gener al publicity— t h e ki nd th at is d esigned to s end

r ead ers to r et ail stor es for t h e goods adv ertised by t h e
m anufactur er th er e could b e li t t l e d efinite ch ecki ng Of
,

a dv e r t isi ng r esults ; wh et h er one ki nd of adv ertisi ng o r

an ot h e r w as t h e b ett e r would b e l arg ely a m att e r O f

o p inio n But in m ail ord e r adv ertisi ng ev ery ad ver

.
-

t isemen t canb e d efi n it ely ch eck ed ; its e ff ect is kn o w n;

a nd accur at e t ests canb e m ad e t o d et e rmi ne wh at is t h e
b est app eal and t h e b est l ayout for any giv e n situ at i o n .

Twenty y e ars ag o t h e m enti o n o f m ail ord er ad ve r -

t isin g sugg e st e d t h e id e a of ch ea pn e ss — ch e a p m ag a

zi nes ch eap advertis em ents ch eap go ds T h e ao called

, , o .
-

“
m ail ord e r public ati ons w ere usu lly of lo w grad e
-
”
a .

fi ll d wi t h all sorts
e f qu e sti nabl e o ff ers o f t ricks
o o .

g m es agents outfits and o th e r t hi ngs d esig ned t ap

a ,
’
,
o

p l t o t h e u nS ph i t ic t ed T od ay t h e meanin g O f
ea O s a .

m ail rd e r adv e rtisi ng and m il rd e r s el li ng is entirely

-
o a -
o

63
64 MAR KE T ING M E T H ODS
ch ang ed T h e c onn ot ation of unworthin ess is abs ent
. .

T h e m a il ord er busi ness is now r e c og niz e d as a v ery r eal

-

an d a v ery imp o rt nt f actor inr et ail comp e tition

a Be .

c aus e Of its str engt h it is r esp ect e d by all and b ec ause ,

o f its succ e ss it is f ear e d by m an y .

6 8 T h e ex t en
. t of mail s a l es — To p erh aps t h e m aj or .

ity Of p eopl e t h e m enti on o f m ail ord e r s elli ng bri ngs -

up t h e thought of enorm ous est ablishm ents such a s ,

S ears Ro ebuck an, d C omp any M o ntgom ery W ard and ,

C omp any and ot h er strong hous es doing a l arge busi

,

n ess on a n ational sc al e I t is not str ang e th at m ail .

ord e r busin e ss now st an ds for big busi ness in t h e p opu

l ar mind T h e succ ess of s om e of t h e b e st k no wn m ail
.

ord er e st ablishm en t s h s b eenso ph enom en l th t it h as

a a a

oversh ad ow e d in public th ought t h e succ ess o f thou

s nds o f sm all h ous e s I n 1 9 1 4 S ears Ro ebuck and
a .
,

C omp any did a busin ess o f M ont gom e ry

W ard and C omp any in t h e s am e y ear pil e d up t ot l a

s al es of T h e N ati n l C l o a k and S uit o a

C mp any h andli ng a much m or e limi t e d li ne t h ne ith er

o , a

o f th e s e o t h r h o us s s o ld e w orth o f goo ds
e , .

This is big busine ss i nd eed and it is m atch ed by t h e ,

s al es of T h e L arkinC omp any o f Bu ff alo T h e St and ,

ar d M ail Ord e r C omp an

-
y o f N ew Yo rk and p erh aps a ,

h alf d o zenoth er l ead ers in t h e m ail ord er field

- -
.

6 9 M ail o rd er h ouses n
.
-
ot al w ys l arg e — I t is a mis a

t ake howev er to thi nk th at m ail ord er s elling is con

, ,
-

fine d to a few great w ell known h ous es or th at t h e ,

-

probl em of m ail ord er comp etition for r et ail st or es is

-

on e involving m er ely t h e activiti es of gr eat c orpor ati ons .

Th ere are m any thous ands of prosp erous h ous e s doi ng

busi ness wh olly or p artly by m ail I n t h e aggr eg at e .

th eir busi ness is trem endous Th ey are not sp ectacul ar .

in th e ir m ethods but th e ir busin ess is solid st eady and

, , ,
 SE LLING BY MAIL 65

gr owing and th ey must b e t aken into consid er atio n in

,

an y discussion O f t h e pr obl ems and m eth ods o f m ail

Ord e r s elling M ail ord er s elling is not c ent ere d in C h i
.
-

c ago or N ew York ; it is to be fou nd e v erywh er e Th ere .

is sc arc ely a tow n in t h e country th at do es not m ake

s al es by m ail and on t h e ave r age t h e busin e ss of t h e man
,

s elling wholly or p artly by m ail is not l arge r th a n th at

Of t h e av er ag e r et a il stor e T h e m a il ord e r busine ss is
.
-

m d e up o f th ous ands o f units— not Of two or t h r ee or

’

h lf a d z n I t must be consid r e d alm o st as a univ e r

a o e . e

s l a ctivity a n
a d not as anexc ep t i o nal e xpr e ssi o n o f a n
occa sion al and freakish id ea in m ark eti ng
R e t ail s el li n
.

l 7 0 T w o kin
. ds of m il sa es
a l — g by m ail
a —
h a s two ph s e s t h e s al e Of go o ds by t h e m an ufactur e r
dir e ct to t h e consum er and t h e s al e of goods by d eal ers
,
.

T hous ands of r e t ail stor e s s ell p art o f th eir st o ck by

m ail I t is s aid th at Sears Ro ebuck and C omp any
.
,

m anufacture a l arge p art of t h e th ings th at th ey sell

possibly one fi ft h of th em ; whil e M ontgom ery W ard
-

an d C omp any are m er ely d eal ers M ost of t h e m ail .

o rd e r adv e rtis em e nts a pp eari n g in gen eral m agazi ne s

a re thos e Of m an uf actur ers s eeki ng to d eal dire ctly w ith
consum ers T h e sourc e Of supply for t h e th ings th at
.

are sold by m a il is not import an t ; t h e m eth ods o f s elling

are t h e s am e r eg ardl e ss o f wh eth e r goods a re s o ld by

m anufactu re r or by d eal er and w e n ee d not diff ere nti

,

at e b e tw ee n t h e two cl ss e s o f m ail ord e r distribut o rs in

a -

consid eri ng t h e gen eral subj ect o f s elli ng by m a il .

7 1 W h y g oo ds are so ld by ma l
. i — T l1e c aus e s of t h .
e

d ev elopm ent o f m ail o rd e r m ark eti ng are m any O ne

-
.

o f th em a n d t h e gr eat e st w e h av e lr e ady co nsid er ed

, ,
a

t h e growth i nr ealiz ati o n of t h p o ssibiliti es o f adv rtise e

ing Anoth e r 1 8 t h e risi ng st an

. d ards o f living which re .

sult in a d em and amo ng c ou ntry dwell ers fo r m any

II I .
—5
66 MAR KE T ING M E T H OD S
thi ngs t h at th ey c ann o t alw ays buy inloc l st or es St ill a .

an ot h e r c aus e is t h e gr t i ncr e s e in t h e n um b er of ea a

m anufactur e d g ods t h at cr owd t h e sh elves o f r et ail o

stor e s H er et ofor e alm ost any m nufac t urer c ld

. a ou

Obt a i n d e a le r c oop er ati on f or his pr o ducts ; n o w a d ays

th e d eal er is Oft en av ers e t o pushi ng new g o ds and o ,

a cc o rdi n gly t h e m anu f act ur er finds it nec ess ary or ex

p e d ie n t t o s e k his own m ark et e H is d e cisi ont o do t his .

is fr equ ently i nduc ed als by t h e pr o sp ect o f compli , o,

cat e d pr bl ems lik ely t o a rise a s a r e sult of dis t ributio n

o

thr ugh r eg ul ar ch annel s Add d t th s e c aus s re

o
“ ”
. e o e e a

al l t h e f acts O f str en gt h i nh er ent int h e m ail ord er busi -

ne ss M a il ord e r s e lli ng th er e for e is p r t ly t h e r esul t

.
-

, , a

o f c on sum er d em and p r t ly t h e r sult o f t h e m nu f ac , a e a

t u r er s n c e ssi t y nd p art ly t h e r e sult o f a m ark eti ng

’
e , a

policy dict t d by e xp edi ency a e .

W o is a l eg it ima e d eale ? I nt h e discussi on

— “ ”
7 2 . h t r

f s elli ng probl ems t h e e xpr ession l egi t im at e d eal er is

“ ”
o

O f t en h e rd F or i ns t nc e t h f oll owi ng qu e s t i on w s
a . a , e a

prop ound d t o r et ail ers by a busi ness m gazi ne : D o

e a
“

ou t hi n k it is g o o d busi n ss f or a m n uf a ctur e r of ad a
y e

vert ise d g o ods t o pl a c e his lin e wi t h e v eryo n e w h o will

c arry it or should h e try t o pr ot ect t h e l egitim t e

,
a

d eal er W h is t h e l egi t im t e d eal r T h e l eg it i

? ”
o ? “
a
”
e
“

m at e d e l er ught t b e any one w h o s ll s h n st g oods

”
a o o e o e

in anh ones t w ay and s erv e s t h e public S om e r et ail , .

s t o r e w n rs h ow ev e r r ef s e t cc p t t his int p e
o e , , u o a e er r

t at io n o f t h e e xpr essi n; t h ey m i n t ai n t h at t h e sp o a e

c ai l t y r et a il st or e d e li n g o v er t h c ou nt r is t h e o nly a -
e -
e .

“
l egi t im t e d eal er T o th em all ot h r forms o f r et ail
a
”
. e

c omp titi on are ill egi t im t e t h e d p artm nt stor

e
— “
a
”
e e e,

t h e ch ai n st o r e an d mor e ill egi t im at e th an al l t h e

“ ”
, ,

o th ers t h e m il o rd er h ous e
, I s t h ere any j ust ific ti n
a -
. a o

f or this poi nt o f vi ew ? I t is n atural p erh aps but not , ,

 SE LLING BY M AIL 67

j ustified Wh en vaud ev ill e first be gan to assu me im

.

port ance as a form of th eatric al p erform anc e t h e Old e r ,

branch of t h e busin ess arrog at ed to itself t h e adj ective

le gitim at e This did not k eep t h e public from pat
.
”

r on iz ing v aud e vi lle or actors from app earing in it .

And so it will be int h e fi eld of m ark eting T h e Old e s t .

occup ants of any field of activity are alw ays inclined t o

think th at th ey are t h e l egitim at es and th at any ne w
“
,
”

com er is an unr eason abl e i ntrud er without economic ,

j ustific ation and to b e fought by th eir united stre ngth

, .

Any m arketing activity is l egitim at e if it s erv es t h e peo

p l e in an hon est w ay .C h ang e a n d innov a tio n ar e t h e

ch aract eristics of our civiliz ation N othing st ands still

. .

N ew tim e s d em and new things I f t h e m ail ord e r house

.
-

d eals in s ervice if it s atisfies a r eal w ant it is j ust a s

, ,

l egitim at e as t h e loc al r et a il store and no attempt of

,

t h e l att er to stop it s d ev elopm ent by l egisl ativ e e n act

m ent or by coercion of m anufactur ers can be suc

cessfu l ; loc al d e al ers must acc ept it as a l e gitim at e

comp etitor ; th ey must m ak e it t h e Obj ect of r eal co m

p etition instead o f compl aints .

On e p eculi ar f eatur e of t h e r e t ail stor e own e r s a tti

’

tud e toward t h e m ail ord er busi ness should be n o ted

-
.

S om e r et ail d eal ers ass o ci atio ns h av e un an im usly

’
o

adopt e d r e solutions ag ainst t h e m ail ord e r h o us e m a in

-

t aining th at it w as threat ening t h e whol e economic

structure of t h e country and breaking d o w n t h e l oca l
ret ail m ark et ing which is t h e b asis of m o st Am eric n a

busi ness And yet m any of t h e d eal ers j oining in this

.

d enunci ation e gerly acc ept t h e m ail ord er busin ess

a -

th at com es to th m ; th ey r ealiz e t h e p o ssibiliti es O f de

e

velo p in th e ir tr ad e b ey o nd t h e b und ri es o f th e ir im
g o a

m edi at e n eighborhoods and activ ely g o o u t after bu si

,

n ess in t h e surrounding districts I n th er w o rds much

. o ,
68 MARKE T ING M E T HODS
m il ord er d enunci ation is d enunci ation not of m ail
a -

ord er s e lling but of m il ord er h ous es I t is an eco

a -
.

nomic wrong s om e d e l ers would try to m ak e us b eli eve

, a ,

for a l arge o rg aniz ati on to do a succ e ssful busin ess

wholly by m ail but it is not wr ong for t h e sm all d e l er
, a ,

who s ells also ov er t h e c ount er t o do as much m ail ord er

- -

,
-

busin ess as h e pl eas e s ! N o argum ent is n eed ed against

this c ont enti on Unl e ss a l arge successful busin ess is
.
,

e conomic ally wro n g t h e fight agai nst m ail ord er h ous es

,
-

as som et h ing a p art from t h e m a il o rd e r pri n cipl e is -

in no w ay diff er ent fu nd am ent ally fr om t h e c omp etitiv e

fight b etweenone sm all r et ail stor e and anoth er stor e of
t h e s ame cl ass .

73 J u st ifica t ionof sellin b m il —D o s m ail ord er

g y a e -
. .

se lling r e ally s erv e t h e p e opl e ? M any d eal ers say no .

W e must st art with t h e f c t th t t h e av e rag e m ail a a

o rd er busin e ss is j ust s h on s t ly c onduct e d as t h e av er

a e

ag e r et ail stor e ; th a t its a dv ertisi ng is as b eli evabl e and ,

its goods as f airly pric ed ; th at it is inshort a f air and , ,

squ ar e m erch andising business m aking its origin al ap ,

p eal on t h e b asis of go o d goods at fair pric es and s eek ,

ing to h o ld tr ad e by a policy in which t h e custom er s

’

satisf act ion is p a r amount This is c ert ai nly t h e w ay in

.

which m ost m ail ord e r business es are conduct ed j ust

-

a s it is t h e w ay in which m o st loc al st o r e s ar e conduct ed .

Pr ob ably som e m ail ord er adv ertising is misl eading

-
.

C ert ainly t h e adv ertising of s om e r et il stor e s is equ ally a

so . Th er e are bl ack she ep in every business family ; but

t h e entir e f amily is not judg e d by it s dishon est mem
b rs H on esty and t h e d esire t o giv e t h e cust omer a
e .

littl e bit b ett er th an a squ ar e d eal are t h e ch aract eris

tics of t h e mod ern succ essful m erch andisi ng e st ablish
m ent wh eth er it s ells its goods over t h e counter or by
,
- -
 SE LLING BY MAIL 69

74 . Ism ail ord er selli

-
th en t h e mail
ng a service ? — I f, ,

o rd e r busin e ss is b a sic ally anh o n e st busin e ss wh et h e r it ,

r eally s erve s t h e p eopl e or not d ep ends on wh eth er t h e

p eople p atr onize it not o nce but m any t imes I t can
, , .

not be d eni ed th at th ey d o this inv ery l arg e numb ers .

N o busin ess cancontinu e to m ak e l arge s al e s ona b asis

of misrepre s ent ation ex agger ation and diss atisfied cus
, ,

t omer s Th e m ail ord e r hous e s do c o nti nu e to m ak e

.
-

l arg e s al es and th ey d o h old a l arg e proporti o n Of th e ir

,

custom ers M ost of th em look to r eord ers alone t o

.

m ake th eir profits I f th es e st at em ents are tru e and t h e

.
,

fact s c er t ainly point in th at dir ecti o n it s e ms t o be , e

cl ear th at m ail o rd er s elli ng h as not forc ed i t s elf upo n

-

anunwilli n g public th at it d o es s erv e t h e p eopl e hon

,

e st ly an
, d t h at it is th er e for e e conomic ally justifi ed
, , .

75 M ail o d er
. r h-
ous s c t e
e r ea bu si ness — But it is .
,

som etim es argu ed t h e m ail ord er h ous e is simply a com

,
-

t it ive f actor ; it cr e at es no busin e ss no new s e rvic e ;

p e ,

it do es m erely thos e things th at are also don e by t h e

l o c al r et ail store Ev en if this w er e tru e it would b e n
.
,
o

a rgum e nt ag a i n st t h e j ustific ati on o f m ail ord er s ell -

ing as comp ared with oth er forms o f comp etitiv e mar

,

k eting This cou ntry is op erati ng on a competitive

.

b asis Of industry ; t h e fi eld is fr ee ; ev ery o ne is at lib erty

t o u se hon e st m e thods t o g e t a s much of t h e busin e ss as
h e caninduc e t h e public t o giv e him But r egardle ss .

of this is it tru e th at t h e m ail o rd e r hous e is not a co n

,
-

stru ctive f actor in m erch andising ? N o M any com .

mod it ies are b ought by m a il th t are no t c arri ed inloc al a

store s Thous ands of exp enditures are m ad e t o inc re ase

.

t h e pl easur e f living in c o u n
o try h me s th at would not o

be m ad e if t h e m ail did n o t o ff e r a ne asy w ay to l e arn

of new things and to m ak e suita ble s l ec t io ns f ro m e

l arge stocks T h e spreadi ng o f t h e n ws of new kinds

. e
70 MARKE T ING M E T HODS
of m erch andis e by m ail ord er distributors h as r aised t h e
-

s t and ards of livi ng ; it h as put new c omforts in t o cou nt

l ess hom es ; it h s cr eat e d new wants and t h e n h as
a

s at isfi d t h em ; it h as op e n e d minds and h earts and

e

pu s s and h s r s u l t d inunnumb er ed purch as s th at

r e , a e e e

would nev er h av e b een m ad e exc ep t for its influ enc e .

7 6
. Un d u e i flu ence in ellin
n s g
— S o m e critics st art

with t h e fact t h at m ail ord er s elli ng is c onstructiv e th at

-

it d o es cr e at e new business and th en b as e th e ir argu

,

m ent in opp o siti onon t h e ass ertion th at buyi ng by m ail

leads p e opl e into extrav aganc es into purch as es th ey ,

canill a ff ord to m ak e P erh aps this is tru e ; p erh ap s

.

it is not Ev en if it w er e tru e it would b e no argu

.
,

m ent a gainst m ail s elling as co ntr aste d with over t h e -

count er s elling Ar e loc al r et ail st ore s eager t o r estrict

.

t e purch as es f th eir custom ers

h o ? D O any appr e ci abl e
prop o rti o n Of t h e world s m erch andis ers r e fus e to s ell
’

without knowi ng first wh eth e r th eir custom ers can

r eally aff ord to buy ? I s not all comp etitiv e busi ne ss
co nduct ed for t h e purpos e of incr easing consumpti on ,

stimul ati ng busi ness buildi ng up l arge s ales and cam

, ,

ing t h e l arg est profits co nsist ent with p erm anent suc
c ess ? I t may b e th at t h e wh ol e c omp etitive syst em of
i ndustry is wrong if it d oes enc ourag e u ndu e buying
but if this is a fault it is a fault of t h e entire system
, ,

an d not sim ply o f th at ti ny p art of t h e syst em r epre

s ent ed by t h e activiti es o f m ail rd er distributo rs Wh en
-
o .

local d ealers criticis e t h e m ail ord er h ous e on this b a sis

-

th ey are criticising it for d oi ng succ essfully t h e v ery

thing th at most of th em ar e tryi ng to do— to s ell h on
e st l y as m any go ods to a s m any p eopl e an d to m ak e as
much profit as possibl e .

77
. T h e q u e i
st onof sa l es ser vice — N o t o nly d o e s m il a

ord er selling o ft en s erv e p e opl e inways in which th ey

 SE LLING B Y MAIL 71

ar e not s er ve d by oth er m eth ods o f s elli ng but it als o ,

fr equ ently giv e s b ett e r s rvic e t h an ret il st o re s in t h e e a

ve ry fi elds in which t h e r et ail store s ought t o exc e l C on .

sid e r t h e si ngle it em Of s al es s ervic for e x ampl e H OW e, .

m any r e t ail s al esp eopl e cangive t h e d efi nit e us able in ,

f orm ation ab o ut t h e g o ods th ey h andl e t h at is o rd in a

rily giv n in t h e c atalog or adv rtis m ents o f t h e man
e e e

who s lls by m ail A sm all t o wn d eal er wrot e as f ol

e ?

lows t o a farm impl em ent m anufactur er :

I k n w n w w h y I h v b n l ing b in t t h c t l g
o o a e ee os us ess o e a a o

h o u se s.I t h g h t I k n my l in b t I d nt A f m
ou tew e, u o
’
. ar er o u

in t h c nt y h d b n g t t ing c n ig nm nt p t t y
e ou r a
gee e o s e s re re u

l ly t t h f ig h t t t i n f m n
ar a e re f t h C h ic g hs a o ro o e o e a o o u ses,

a nd I w nt d h i b in a eTh i p ing h w in t h m k t
s us ess . s s r e as e ar e .

for lky p l w I d t min d t g t h i d

a su o . nd nt t
e er e o e s or er, a we ou :

p n ll y t h i p l c
e r so a nd inv it d h im t l k v
o s my t ck
a e a e o oo o er s o

as a
p nl f v erso H c m in nd I h
a a d h im y
or. l in e a e , a s ow e ou r e.

On p l e int owt d h im nd h b g n t
e r es e k q ti n b t , a e e a o as u es o s a ou

it . I t l d h im ll I c l d nd ll t h t I h d v t l d ny
o a ou , a a a a e er o a

b dy B t h
o . nt u ti fi d B f I k n it h w t ll ing
e w as
’
sa s e . e o re ew , e as e

m m e b t t h t pl
or e a t h nI k n w my l f
ou aIt w n int
ow a e se . as a er

es t ing h l f h fa m -
I k d h im h h h d l nd
o ur or e. as e w e re e a ea r e

t h impl m n
e t b in e H
e id h h d n v
us l nd it ; h
ess . e sa e a e er ea r e e

h d g t t n v yt h ing h k n w b t t h t
a o e e er inw d n f e e a ou e ru e ar ess o a

su lk y p l w f m t h p g o f Bl nk
ro m il d c t l g
e a es O a
’
s a -
or er a a o .

T h t t g h t m l n N I d id nt m k t h l b t I ll
a au e a esso . o,
’
a e e sa e , u
’

nv e l er n th
ose f th a m o nth t I l t th t n
er or e sa e r ea so a os a o e .

I f Bl nk n ff d t t k t h t im t t ll h i c t m
a ca a or o ll a e e e o e s us o e rs a

th y e nt t k n w b t t h t h ing t h y p c h
wa o o Ig
a ou I e s e ur ase, ues s

ca n ff d t l n my l in
a or ol l n g h t t ll my c t m
ea r e we e ou o e us o e rs

th m t h ing
e sa S n
e d m ll t h inf m t i ny
s. eh v e a e or a o ou a e .

. o
7 8 T h e re t ailer s opp r t unt y
i —All th is is no t a pl ea ’
.

t t h e public t
o purch g d by mail Buyi ng by o a se oo s .

m il is prohibitiv ly t di us f rm l a n
a d cu m be r s om e e e o ,
o a .
72 MAR KE T ING M E T H OD S
for most p eopl e C ert ai nly t h e av er age buye r would f ar
.

r ath er d eal wi t h a live p erson wi t h his f llo w t ownsm n , e a

an d neighbor t h an wi t h animp ers onal dist nt c orpor a

, , a

tion provid e d t h e loc al d eal e r can giv e h im t h e s ame

,

s e rvice th t t h e m ail ord r dis t ribu t r gives him T h e

a -
e o .

m ail ord er hous e ordinarily g et s busi ness only wh ent h e

-

l oc l s t or e c annot giv e t h e s ervic e t h t t h e m ail ord er

a a -

hous e giv es or wh ent h e cust om ers of t h e l o c al st or e d o

not kn o w th at it cangiv e t h at s ervic e \
,
\
Selling by m il . a

is not goi ng to driv e t h e l o c l d e al er out of e xist enc e a .

B oth h ave th eir pl c es and bot h will c o n t i nu e to pro sp er

a , .

I f t h e l o c al d eal er how ev er is t o g et his d u e sh ar e Of

, ,

t h e busi n ess h e must giv e his b s t th ought an

, d energy e

t o t h e t ask o f c o mp et i n g with t h e m ail ord e r h ous e on -

its ow n b as s Of s erv ic e i nst ead of to fu t il e pl ans for

'

impossibl e l egisl t iv e pr ohibi t i o n or crippli n

a g of a
m ethod of s elling th at is just as v alu abl e to him as it
is t o t h e distant hou e th at comp et es wit h him f or t h e
tr ad e of his district i I f t h e m ail ord er s ell r is guilt y -
e

of unfair pr ac t ic es in c omp etition th ey should be pro ,

h ibit ed and h e sh ould b e punish e d ; j ust as t h e loc al

,

d eal er should b e punish ed if h e als o f ails t o ob ey t h e rules

Of t h e g am e B u t as l ong as both t h e loc al d eal er an
.
I
d
t h e m a il ord e r hous e pl ay t h e g am e hon
-
es t ly ne i t h e r ,

on e can strik e eff e ctiv e ly thr o ugh t h e l e gisl atur e t t he a

busin ess of t h e ot h er with ou t striking at t h e v ery b as e

o f t h e c o mp etitiv e syst em of industry to which th e y

b oth ow e th eir exist enc e .

7 9 C o m et it ive st r eng t h of m il ord er h o ses — I t is

p a u -

. .

w ell for all cl ass es of ret ail c omp etitors t o k eep d efi

nit ely in mind t h e comp r at iv e p o i nt s o f comp etit iv e a

str engt h of both t h e m il ord r h ous e and t h e l ocal r e a -

e

t ail s t or e Som e of t h e advant ages of t h e former are

.

t h e f o llowing
 SE LLING BY MAIL 73

I ts wid e area Of op erations fr ees t h e m ail ord er house -

from t h e influ enc e of pur ely local conditions o f busi

ne ss d epression O nly a wid e spr ead industri al or fi nan
.
-

cial difficulty can s eriously aff e ct its bus in e ss F or ex .

ampl e if th e r e w e r e a prolo n
, g ed strike of min ers in
t h e anthr acit e c o al r egiono f P en nsylv ani a ev e ry r e tail ,

stor e in Scrantonand in t h e oth er t o wns of t h e district

would su ff er b ec aus e of t h e d ecr ease d buyi ng p owe r o f
its custom ers I f th ere were a m ail ord e r hous e in
.
-

S cr anton how ev e r o p er at ing g e n er all y through o u t t h e

, ,

E ast its trad e in t h e anthr acit e r egion would be o nly a

,

sm a ll p art of its tot al busin ess and d ecr ease d r etur ns ,

from th at district would not s eriously aff ect its pros

rit .
p e y
L arg e stocks n eed not b e c arri ed M any of t h e l arge r .

articl e s list e d in m a il ord e r c at alogs ar e not c a rri e d in

-

s t ock at all Wh e n ord ers for th es e art icl e s are rec eived
.
,

th ey are forward ed to t h e m anufacturer and shipm ent

, ,

is m ad e direct fr o m t h e factory t o t h e custome r T h is .

is one of t h e gr eat est adv ant ages o f t h e mail ord e r -

method of m arket ing T h e l oc al stor e frequ ently ti es

.

up its c apit al inrel atively l arge qu antiti e s of m erch an

dis e T h e store h as to h av e o nh and t h e goods for which
.

there is likely to be any d em and a nd its custo m ers are ,

Oft e n unwilling to w a it until t h e d eal e r canord e r f ro m

his j obb er t h e things th at th ey w ant Wh en the y o r .

d er by m ail how e v er th e y exp ect som e d e l ay ind e liv e ry

, ,

of t h e go ods and t h e m ail ord er d eal e r h as o pport u

,
-

mity to obt ain outsid e of h is stock t h e a rticle s ord ered

th at h e may not h av e on h and .

T h e c at al o g of t h e m ail o rd e r d e l e r re pre s e nts h is

-
a

e ntir e lin e This c at alog is al w ays a ccessibl int h e home

. e

o f t h e cust om e r I t is much simpl er m tt r t turn it s

. a a e o

p ages th an it is to g ai n a kno w l ed ge of t h e co mplete

74 MAR KE T ING M E T H OD S
st ock of a stor e by p ers on al in sp ecti o n T h e m ail ord r .
-
e

cust om r t h eref or e is likely to ord e r a l rger ass rt

e , , a o

m ent of m erch andis e t h ant h e o ve r t h e c ount er cust om er - -

.

Th en t oo t h e pic t ur e of t h e articl e its elf int h e c t alo g

, , a

is coupl e d wi t h an alluri ng d escription This is o ft en .

mo re e ff ectiv e inm ak ing s l e s t h anis t h e m ere sight of a

an a rticl e in a s t or e t o which t h e cus t om e r s at t en t i on

’

is not dir ecte d by t h e s al esp eopl e I f all r et ail cl erks .

w er e r eal s al esm en t his a dv nt age o f t h e m ail ord e r , a -

c at al og w ould not b e so pronou nc ed T h e fr qu nt l ck . e e a

o f e ff e ctiv e s t o r e s l e sm nship how ev er Oft e n m ak es t h e

a a , ,

sal e a m e r e s tis f ying of t h e cust om e r s e xpr ess e d r e

’
a

q uir e ment s .

The m il ord e r busin ess with few exc ep t i ons is

a -

, ,

c onduc t ed ona c ash inadvanc e or c ash ond eliv ery“ ” “ ”

b asis C ustom ers d o not exp ect cr di t and d o not ask

. e

f or it T h m il ord e r d eal e r t h er f r e av ids b ad

. e a -

, e o , o

d b t s and t o t his extent h as anadv ant ag e over his l oc al

e , , , ,

cr edit gr nting c omp et ito r

-
a .

Physically sp e aki ng t h e fi eld for d evel opm ent is ,

p r a ct ic all y u nlim it ed Op er t i n s can e x t e nd as f r . a o a

as t h e post al t el egr aph fr eigh t and express syst ems

, , ,

r each .

80 T h e p r o blem of low p rices

.
— I t is s om etim es m ain .

t ain e d th at t h e m a il ord e r h ous e simply b c aus e it is

-

, e

a m il o rd e r h o us e is abl e t o o ff e r l owe r pric s t h nt h e

a -

, e a

l ocal r et ail s t r e G ener lly sp eaki ng t his is not tru e

o . a , .

Th ere a e thr ee f ct o s in a d al er s price : c o st o f t h e

r a r e
’

g oods t o him exp ens e Of d i ng business and pr ofit I f

, o , .

m ail ord er pric es a e l o wer t h an l oc al stor e pric es s ell

-
r ,

in g by m il mus t h av eat h e a dv ant ag e in on e or m or e o f

th es e f actors I t is certai n th at t h e m ail ord er h ous e

.
-

does not t ak e a l wer profit on each s al e th nt h e effi o a

cien t ly c on duct ed l o c al st or e th at und erst ands and p a

 SE LLING BY MAIL 75

plies t h e principl e of sm all stocks sm all profit and r apid , ,

turnover .

8 1 C o mp arat ive cost s of d oin

.
g b u sin ess — With r e .

gard to t h e factor of t h e exp ens e of d oing busi ness the re

is much confusion o f d at a much di ff erenc e o f Opi nio n
, ,

an d much popul ar misconc eption I t is n ec essary to dif

.

f er e nt iat e b etw e e n t h e sm a ll m anuf actur e r of a sin gl e

articl e or a sm a ll gr o up of articl e s who s ells his goods

by m ail dire ct to t h e consum er and t h e m ail ord e r h ous e

,
-

th at is chiefly or p artly a d eal er in goods m anuf acture d

by oth ers Th e s e l ling exp ense of t h e form er is o ften
.

v e ry high Sm all m anufactur ers s e lling by m ail s ome

.

tim es p ay as much as fifty c ents to s ell each d o ll ar s ’

worth of th eir product This high exp e ns e is not usu al

.
,

but it is by no m eans unknown F rom this high figure . ,

t h e e xp ens e sh ad e s d o wn in such a v ari able w ay th t it is a

wholly imp o ssible to strik e anaver age N O figure s are .

av ail abl e for d e finit e st at em e nts C ert ainl y th e re are

.

m any dir ect s elli ng m anufact urers who co nsid er th em

-

s elv e s lucky to be abl e to buy a doll ar s worth f busi ’

o

n ess for twenty fi ve c ents Prob ably it is s afe t o say

-
.

th at in a great m any c ases if not in t h e m aj o rity t h e re l a

, ,

t ively sm all m anuf actur e r who s ells by m a il h as no lo w e r

cost of doing busin ess th an t h e c ountry r et ail er who
usu ally cank eep his exp ens e s v ery clos e to t h e 1 8 per
c ent m ark .

I nt h e c as e of t h e gr eat n ation all y known m ail ord e r -

hous es some Of which m anufacture p a rt o f their stock

,
.

but most o f which are simply d eal rs re c ent i nve sti g a e ,

ti ons h ave giv en us som e e nlightening figure s T h e g en .

e r al assumpti o n is th a t t h e s e h ous e s h av e a low e r cos t

of do ing busin ess th an t h e sm all country sto re s wi t h

which th ey chi efly comp et This is no t bo rn e u t by
e .
o

t h e av ail abl e f acts T h e c o untry s t ore as h as be ensai d

. , ,
76 MARKE T ING M E T HOD S
o ft en cando bus in ess at anav er age e xp ens e of 1 8 per
c ent of its s ales St atistics r ec ently c oll ect ed i ndic at e
.

th at t h aver ge cost of doi ng busi ness in s even l arge

e a

m ail ord er e st ablishm ents th at w er e inv estig at ed is

-

som ewh er e ar ound 22 p er c ent This is in lin e wi t h .

t h e t e stimon y o f t h e vic e pr esid ent of M ontgomery -

W ard and C O to t h e effect th at it costs t h e m ail ord er

.
,
-

hous e fr om 1 6 per c ent t o 26 per cent o f its s al es t o d o

busin ess Th e gr eat m ail ord e r est ablishm ent eff ects
.
-

m any kinds of s avi ngs th at ar e imp o ssibl e t o t h e l oc al

r t ail s t or e but t h e eno rm ous c st o f t h e c at alogs
e , o

an d oth e r forms Of adv ertisi ng which ar e n ec e ss ary for

t h e h o us e th at s ells by m ail und o ubt edly bri n gs up t h e
tot al exp ense t o a point v ery clos e to t h e figur e th at h as
b een quot ed .

N o figur es h av e b een Obt ain ed to show t h e av erage

cost Of doi ng busi ness by m ail in t h e thous ands o f r e
tail stores t h at e ncour age th e ir custom ers t o s end in m ail
o rd e rs C e r t ai nly m any o f th em find th e ir exp ens e s f or
.

m ail s ales rising consid er ably abov e t h e exp ens es for

over t h e cou nt e r s al e s although o t h ers d oubtl ess fi nd
- -

th at t h e r ev ers e is tru e T h e fact th at figu res are not

.

av a il abl e o nt his cl a ss of busin e ss m ak e s it impossibl e to

gen eraliz e ab out t h e r el ativ e adv ant ages posse ssed by

t h e m ail ord e r an -
d by t h e ov er t h e count er m et h o ds of - -

s e lli ng so far as t h e cost of doi ng busin ess is c onc ern ed ;

wh il e t h e few figures t h at h av e b een collect e d from oth er
cl ass es Of m ail ord er distr ibutors warr ant t h e suspicion
-

at l east th at t h e popul ar impr ession r e g arding t h e e c o n

,

omy of s elling by m ail is not in accord anc e with t h e

facts .

8 2 T
. h e most imp o an r t t fa ct or in p rice — I f m ail
o rd er s ell ing th en h s an i n, y h e r ent,a dv
a ant a g e in pric e

maki ng it must b e w ith r esp ect to t h e first f actor in

,
 SE LLING BY MAIL 77

pric e— t h e cost of t h e goods to t h e hous e th at s el ls th em .

F irst consid e r t h e m anuf actur e r who s ells d ir e ct

, Th e .

n atural as sumption is th at t h e goods l aid d o wn in his

warehous e h av e cost him l e ss th an th ey would cost t h e
d ealer who h ad t o buy th em fro m him This wou ld be .

tru e provid ed t h e cost of t h e goods t o his s al es d ep art

m ent w as t h e s am e as t h e cost Of m anufactur e But .

m any m anufactur ers cr edit th emselv es wi t h a profit both

on m anufacturi ng and on s el li ng ; th ey ch arge t h e sal e s
d ep ar t m ent with an amou nt th at r epre s ents both t h e
a ctu a l cost of m anuf actur e an d t h e pr o fit d em and e d fr o m
t h e m anuf actur ing d ep artm ent ; an d t h e s al e s d ep a rt
m ent is th e n exp ected to m ake still anoth er net profit for
t h e m anuf a ctur er B ec aus e Of this di ff erenc e in pro
.

ced u r e it c annot b e s a id th a t t h e dir e ct s el li n

, g m anu -

f actur e r can alw ays st art with a lo w e r co st o f h is

goods th an t h e m ail orde r hous e th at h as to buy wh at
-

it s e lls although prob ably in m any c ase s h e can

,

do so .

83 H ow siz e of t h e bu sin
. ess in fl u en ce s p n o ea — T h e
’

m aj ority Of m ail s al es h o wev er a e not m ad e by t h e

, , r

m anufactur er ; th ey are m ad e by t h e d eal er—t h e man

who buys goods and s ells th em agai nwi t hout ch an g ing
th eir form Th ere is n othi ng in t h e n ature f t h e m ail
. o

ord er hous e o f this ch aracter th at giv es it t h e po w er t o

command lower pric e s th an any o th e r kind o f ret ail er
cancomm and T h e m a il ord e r h ous e an
. d t h e loc al re t ail
-

store must pay t h e s am e pric e for th e ir good s if t h ey

buy int h e same q ua n t it ies T h e abili t y t b u y inqu an
. o

titi es now ad ays is t h e m o st imp rt ant factor m aki ng for o

low c o st of g oods t t h e d e l e r T h e j obber usu ally h as

o a .

a slidi n g sc al e o f pric es and m any m anufactu re rs are

,

willi ng t go o v e r t h j bber s h e ad and to m ake th e i r

o e o
’
,

l owest pric es t o anyb ody w h can buy in suffi cien t o

78 MARKE T ING M E T H OD S
a mounts Our gen er al inquiry th e re fo r e r egard ing t h e
.
, ,

c omp ar at iv e pric e m aking bili t y o f m ail ord er h ous es

-

a -

an d l o c a l r et ail s t or e s r es o lv e s its e lf into this : Which

o f th e s e t w o typ e s o f r et a il ers is t h e mor e l ik ely t o d e

v el op to such siz e th a t it can c o mm an d d ire ct buyi ng

conn ec t i ns and t h e r e sult ant lower pric es on t h e g ood s
o

in which it d e ls Wh e n t h e qu estion is pr es ent e d in

a ?

this form it c ann ot b e d eni ed th at t h e advant ages l ie

,

with t h e m ail o rd e r hous e wh ent h e conditi ons with re

-

sp ect to c apit al and m anageri al abilit y are e qu al and ,

wh e n t h e art icl e to b e s old l nds its elf equ ally well t o

e

e ith r m ethod o f m ark et i n

e g This is tru e simply b ec aus e
.

t he n umb e r o f p eopl e who may b e consider ed possible

cus t om ers Of t h e l oc al r et ail st ore is n ec ess arily limit ed ,

whil t h e p ossible ar ea o f Op erati o ns of t h e m ail ord er

e -

h ous e is pr actic ally unlimi t ed I f th er efor e a l arge

.
, ,

m ail ord er h ous e m ak es b ett er pric es th ana sm al l r et ail

-

stor e it is not b ec aus e one is a m ail rd er h ous e and t h e

,
-
o

o t h e r is a r e t a il stor e I t is b ec aus e one is a l arge buyer

.

an d t h e oth er is a sm all one .

8 4 T h e secr et d isco u nt — W e h av e b een sp eaking

.

about t h e qu antity pric e s th at are ano rdin ary t hing in

tr ad e I f t h e usu al qu antity discounts wer e t h e only

.

pric e advant age s of t h e l arge e st ablish ment s th at are

abl e to buy in m a x imum qu an ti t i e s t h e small d e l er
, a

would not b e s eri ously h ndic app ed inc omp eti t ion be
a

c aus e inm any l ine s t h e ordin ary sca ling dow n of price s
f r v aryi ng qu an t iti es is not l arg e Th er e is how ev er
o .
, ,

a noth e r kind of qu a ntity pric e which t h e big buy e r is

,

sometim es abl e to forc e from t h e m anufactur er This .

is in t h e n atur e of a s ecre t discount and s om e p eopl e ,

m aint ain th at it b ears t h e s ame r el ation to l egitim at e

busin ess th at t h e s ecr et r eb at e fo rm erly did in trans
rt at ion F or t h e s ak e of g etting ano rd e r th at is n ot
p o .
 SE LL I NG BY MAIL 79

oth erwis e obt ain abl e som e m anufactur ers will sell a qu an
t i t y of go o ds t o a l arg e m ail o rd e r hous e at a price t h a t -

cu t s t h eir pro fits clos e to t h e v anishing point ; ind ee d

m anufactur ers wi t h out ad equ at e cost sys t ems h ave b ee n
k no w n to s ell th eir en t ire output to m ail ord e r hous e s -

at a loss blind e d t o t h e un
, pr o fit able natur e o f t h e busi
n ess by t h e s eemi ng a dv ant ages t o be d erive d fro m t h e
m ail ord e r conn ection This sort of th ing o f cou rse
-
.
, ,

give s t h e l arge m ail ord er d e l er a d ecid e d adv antage

-
a

ov er t h e sm all loc l r et ail er who cancomm and no such

a

i nsid e prices And yet again this advant age is not pe

.
, ,

cu l iar t o t h e l arg e m a il ord e r hous e ; s ecr e t r eb at e s an

-
d
o th e r su b r o sa f o rms of pric e discrimin atio n are us e d

t o th e ir ow nadv an t g e by all cl ass es of l arge d ist rib u

a

tors T h e gr at d ep artm ent stor e and t h e ch ain o f spe

. e

cial t y st o re s ar e oft e n injust as a dv a nt ag e ous a p o sition

t o o bt a in th e s e s e cre t pric e f avors as is t h e m a il ord e r -

e st ablishm ent H ere agai n t his adv ant age is one accru
.
, ,

ing fr o m t h e f act o r o f 822 6 of t h e busi ne ss and is n o mor e ,

i nh erent in t h e m ail ord er form of s ell ing th an it is in

-

an y oth e r form of r e t a ili ng .

L oss l ead ers — M a il o rd er hous e s d o o f co ur se

“ ”
85 . .
-

, ,

cut pric e s on many n ati o nally adv e rtise d articl s on e

which qu antity price s d o no t prev a il t o any ext ent and ,

for which th ey must pay as much as l c l ret a il sto re s o a

'

h av e to pay This is not p eculi ar to m ail o rd e r hous s

.
-
e ,

h o w ev er M any loc al store s d o t h e s am e thi ng T he

. .

policy o f o ff ering l o ss l ead rs o r o f sh ading t h e profi t

“
e
”

o nw ell kn o wn g o ods ino rd e r t

-
at t r act trad e is b y no o

m eans c onfin ed t o any ne ki nd f r t il d eal er I f co u n

o o e a .

try d eal ers do no t usu ally ad o pt this p licy it is b ecause o .

th y d o n t c are to risk troubl e with m anu fac t urers

e o

w h o w ant th e ir pric e s m i n t i ned b ecau se t h eir t otal

a a ,

busin ess is not l arge e n ugh to p ermit mu ch pri ce cu t o

80 MAR KE T ING M E T H OD S
ting on some articl es with t h e exp ect ation of m aking
up t h e loss onoth er s al es or b ec aus e th ey b eli ev e th at
,

this policy is not good m erch andisi ng .

8 6 S t at u s of t h e small mail o rd er h ou se — T h e sm all

.
-
.

m ail ord er h ouse (of which th er e are m any ) l ab ors u n

-

d er t h e s am e s elling dis adv an t age s a s t h e sm ll r et ail a

st ore T h e common custom of m aking t h e gener al st te

. a

m ent th at m ail o rd er h ous es canusu lly u nd ers ell loc al

-
a

r et ail st or es is du e t o two things : fir st t h e mis t ake n id ea ,

th at all m ail o rd er h ous es e l arge ; and s e cond t h e f act

-
ar ,

t h at m ail — ord er d eal ers ordin arily c onfin e th eir op er a

“

t io n s t o dist ricts wh r e t h ey are not in direct c omp etit ion

e

with l arg e loc al r et il es t ablishm ents th at h ave t h e s ame

a

purch asi ng p ow er as th ems elv es .

8 7 H ow t h e l o cal s o re can co mp et e
t — I n c omp eti .

ti o n with m ail ord e r d l ers t h e l cal r et ail st or e h s

-
ea o a

m any import ant p o ints o f str ength S om e of th em are .

t h e f o ll wing : o

T h e purch as e r lik e s to see wh at h e is buying H e can .

go to t h e st or e and ctu lly pick out t h e ar t icle h e is t o

a a

g et. I f h e is diss a tisfi e d wi t h his purch a s e h e canusu ,

a lly m ak e quick an d easy a djustm ent with out g oi ng t o

t h e troubl e of r shippi ng t h e g o ds wr iti ng l et t e rs
e o , ,

an d w a iting s ev er a l d ays f or t h e a dj us t m ent to b e

m ad e .

T h e stor e an d t h e con sum er s r e sid enc e ar e usu ally

’

c omp r ativ ely cl os e t o geth er D el iv ery can b e m d e

a . a

without t h e d el ay th at is fr e qu ently incident to t h e

proc ess o f ord eri ng by m ail .

T h e me rch ant p articul arly in a sm all town is ordi na

, ,

rily on fri endly t erms wi t h most o f his cust om ers By .

right d eali ng h e canr eadily build up a cli ent el e of fri ends

an d a cqu a in t anc e s wh o s e g oo dwill is v alu abl e A l ong .

p eriod of f air d ealing will also est ablish a go odwill for

 SE LLING BY MAIL 81

t he establishm ent th at s ell s at l ong r ange but t h e iafl u ,

en c e o f a dist nt d eale r upon his cus t om ers cann ev er be

a

so strong as th at which t h e loc al m erch ant h as upon his

n eighbors .

As t h e p atron age of t h e r e t ail stor e is g en er ally loc al

an d limit ed t h e own e r is ina p o sitio n r eadily t o ad pt
, a

his stock to loc al n eeds to avoid slow s ellers and t o h old

, ,

tr ad e by c at ering to individu al and neighborhood p een

liarit ies A m ens fur nishing stor e in a w est ern town
’
.

m aint ains a c ar eful c ard r ecord o f t h e r e quir em e nts of

e ach of its r e gul ar custom ers Whe n a manent ers t h e
.

store to buy a h at t h e s al esm an knows t h e sort o f bat h e

,

usu ally buys and imm e di at ely offe rs it to him ; and wh en

,

t h e d eal e r w an ts to dispos e of an odd lot of shirts h e ,

s ends p erson al notice s to his custom ers who w ear t h e

siz es includ ed in t h e lot N o induc em ents of pric e els e
.

wh ere could p erm an ently ali en at e t h e customers of this

store .

T h e loc al r et ail stor e is an import ant f actor in t h e

busin ess life of t h e community I ts o w n e r is usu ally a .

r esid ent of t h e town in which it is situ ated I ts force .

of employés is l argely r ecruit e d from its immediate vi

cin it y Th e ir prosp erity d ep ends upon its succ e ss an
. d ,

th ey form a most e ff ectiv e forc e of p e rs onal advertisers .

M any towns exist chi efly b ec aus e of t h e st o res th at for m

th eir nucl eus ; t h e sto res m ak e t h e t o w ns T h e l oc al .

m erch ant canapp eal to civic prid e in urgi ng suppo rt of

h ome instituti ons against out o f t o w n c ompetitio n Th e
- -
.

civic c onsciousn ess of Am eric anc uunu nit ies is beco m o

ing a forc e t o be r eck o n ed with and t h e re tail merch an t

,

canu se this spirit to his own adv ant g e a .

8 8 P rice co mp et it io n ver su s service compet it io n

. .

T h e l o c al r et ail stor e s th t comp et succe ssfully w ith

a e

c at al o g hous e s are chi efly t hose th at m ake se rvi ce th eir

Il l —6
82 MARKE T ING M E T H OD S
a pp eal for tr ad e Succ essful pric e comp etition is also
.

comm o n M any d eal ers advertis e t o m eet any m ail order

.
-

pric e s th at a e o ff er ed Wh en th ey are giv en an op

r .

p o r t u nit y t o figur e on entir e bills o f goods th ey are ,

oft en abl e to co nvi nc e t h e custom er th at t h e aver age 10

cal price s ar e at le a st as low a s t h e av e r a g e c at al o g pric e s ;

but ev en wh en som e busi ness is acc e pt ed on this b asis

at a r educ e d pr o fit o r at a l o ss it is good advertisi ng ,

for t h e s t or e and o ft en r esults in insuring t h e futur e

trad e o f t h e custom er .

S e rvic e comp et iti o n howev e r is mor e co mmon and

, ,

usu al ly mor e succ essful th an pric e comp etiti o n N t . o

al l t h e loc al d eal e rs w h o compl ai no f m a il ord er comp e -

tition are i ncomp et ent m erch ants by any m eans but it ,

c an not b e d enied t h at m any o f t h em ar e H er e are som e .

of t h e ch ar ac t eristics f m any stor es inwhich m ail order

o -

comp etition is conti nu ally c ompl aine d o f in te rms o f

f e ar h atred and h op el essn ess : p o rly s el ect ed st ocks
, ,
o

with m any li ne s al w ys entir ely exh aust ed b efor e r e

a

ord ers are s ent c arel ess cre dit granting slipsh o d s al es
, ,

m ansh ip u nt idy app earanc e f ilur e to u se t h e displ ay

, ,
a

wi nd ows dv nt ageously and p oo r advert ising or no ad

a a ,

v er t isin g a t al l On t h o t h.e r h a nd m a
en y o f t h e l o c a l ,

stor s th t are t oo busy t o p ermit much compl i ni ng

e a a

about m il ord e r c omp t iti onh av e t h

a -
e f ll ow i ng ch ar ac e o

t erist ics : w ell s el e ct e d st o ck in which no li ne in d em and is

-

e v e r a ll o w e d to b e com e e xh aust ed c ar e ful cr e di t gr an t,

ing al ert s al esm anship b a s e d on t h e e vid ent d sire t o

,
e

pl eas e spick and sp an app ar anc e w ell trimm ed w in

,
- -
e ,
-

d o ws and t h e kind of effective adv ertisi ng th at m eets

,

t h e c at al o g h ous e s on th eir ow nground .

P erh aps t h e chi ef c aus e o f f ilur e of m any stor es in a

th eir attempt t o c omp ete with city m ail order house s is -

th e ir i nabili t y or u nw illingness t o adv ertis e effect iv ely .

 SE LLING BY MAIL 83

One h as only t o comp are c atalog d escrip t ions with t h e

usu al sm all town n ewsp ap er publicit y t o b e co nvinced
of this Y et a r etaile r in discussing c at alog d e scripti o ns
.

of m ail ord er goods s aid : M ost of t h e d escriptio ns ar e

-

flowe ry stu ff th at would look silly if us ed by a local

hous e .H e w as mistak en
”
C at a log d e scriptions are
.

f ar from b eing flow ery st a fl but ev en if th ey w ere

“ ’
,

th ey s ell goods ; and t h e local d e l er who r efuse s to ad a

ve rt ise in t h e s am e w ay will prob ably co n tinu e to los e

trade to thos e who know wh at adv ertising is for and how
t o u se it .

8 9 T h e l o cal st ore s mail o rd er d ep art men

.
’
-
t — On e

frequ ently sugge ste d m ethod wh ereby t h e lo c al d eal e r

may c omp et e with t h e c at alog hous e s is for him to go o u t
a ft e r m a il ord e r b u sin e ss hims elf
-
T h e sugg estio n is .

worth co nsid ering M any l arge city stores h ve e stab

. a

lish ed e l abor at e m ail ord e r d ep artm e nts and h av e issu ed

-

cat alogs al mo st as e xtensive as those o f t h e e xcl usive

m ail ord er establishm ents T h eir e ff o r t s h av e not
-
.

a lw ays b ee n succ e ssful how e v e r S om e city st o r es h av e

, .

found it unpro fit abl e to continu e th eir m ail ord e r ac -

t ivit ies p artly b e c aus e of t h e styl e f e atur e in m any o f

th eir goods which m ak es anannu al or ev en a s mi a n
,
e -

nu al cat alog impr actic abl e ; it is s aid t oo th at city buy , ,

er s c annot always g aug e t h e d e m n ds o f cou nt ry trad e

a .

But t h e r etail store th at w ants m ail o rd er trad e need -

not go aft e r it wi t h anel abor at e c atalog I ts m ail o rd e r .

-

activiti es sh o uld be prim arily a s e rvic e t th se peo ple o o

who ordin arily buy t h e cl ass of goods in which it deals .

I t should w elcom e m ail and teleph o n e rd ers fo r it s o

r egul ar goods and its sp eci all y adve r t is ed o fl ers ; it '

shoul d provid e prompt s e rvice fo r those w ho ca nn o t co me

to t h e store t o trad e ; it sh uld issue sm all bull et i ns o f
o

sp eci al s for li mit ed p e riod s ; in th er w o rd s it should d

o ,
o
84 MAR KE T ING M E T H OD S
e verything in its pow er to extend its influ ence as far as
possibl e among t h e p eopl e who n eed t h e s am e kind o f
go ods th at its over t h e count er custom ers n eed T h e
- -

country stor e is admir ably situ at e d to go out aft er this

trad e One stor e us es t h e more imp o rt ant country pa
.

p ers t o c arry its r e gul ar adv ertis em ents all over t h e

district ; anoth er st or e issu e s a sm all w ee kly fo ld er ful l ,

of r eal adv ertising and ot h er inter est ing r eading m att er ,

which is s ent to c ommuniti es wh ere f ew n ewsp ap ers

circul at e ; still anoth er us es p age sp ac e each w eek in its
loc al p ap er and th en h as t h e adve rtis ements r eproduc ed
,

in circul ar form for distribution throughout t h e su r

r ounding co u ntry .

9 0 B asis of su ccessfu l r et ailin

.
g
— F o r t h e sto r e th a t
r eally wants t o giv e s ervic e th at r eally w ants to show it s
,

ability to comp e t e with dist ant c at alog hous es th at ,

r eall y int e nds to g et its sh are of t h e busi ness th ere are ,

hu ndre ds of w ays of spr eading its influ enc e and increas

ing its s al e s F or such st o r e s th er e is no insur mount abl e
.

probl em of m ail ord er comp eti t i on and it is b ec aus e t h e

-

numb er of such st ore s is const antly incr easi ng th at w e

can confid en tly pr edict th at t h e m ail ord er hous e is not -

go ing to dr iv e t h e l oc al r et ail st or e from t h e fi eld To .

b e sur e som e stor e s will succumb to m ail ord er comp e

,
-

tition but th ey will usu ally be t h e comp ar ativ ely w eak

,

stores m or e or l ess i neffici ently conduct ed th at c ould

, ,

not hop e for succ e ss u nd er any circum st anc es T h e st or e .

th t d oes not fulfil it s missi o n is b ou nd t o f ail s oon r

a e

or l at er an d it is n t
,
v e y s erious i ndict m ent f
o a r o

m ail ord er s elling to ch arge t h e c at al og h ous es with t h e

-

busi ness d eath of store s of this typ e Afte r all most .

,

r et ail comp etitiv e probl ems involve prim arily t h e prob

l em o f m erch andisi ng ability M or e and m o r e t h e loc al
.

r et ail stor es are sh o wing t h e s ame m erch andising abil

 SE LLING BY MAIL 85

ity th at is t h e ch i ef b asis of t h e succe ss of t h e gr eat m ail

ord er h ou sessand more and more e ach fact o r in r etai ling
is asking for public support sol ely through a straight
\
compet it iv e app eal built on t h e solid foun d ation of real
s ervic e to t h e consumer .
 C H AP T ER V I

T H E RE TAILER AN D NATI ONAL ADVERTISING

91 T h e p roblem of buyin
.
g conne ct ions — M a ny of
t he di fficult probl ems in retai ling aris e fro m t h e rel a
tions of r et ail er to t h e o th er factors inmerch andis
t he
ing . I n t h e first pl ac e th er e are all t h e probl ems of
,

—
comp eti ion comp etition with oth er r et ail ers of t h e
t
s am e cl ass and with t h e m any new typ es of r et ail ers
th at h av e aris en of l at e y ears to complicate m arket ing
proc edur e Al l t h es e probl ms ar e di fficul t of s olu
. e

tion but th ey ar e not mor e diffi cult th an t h e o th er group

,

o f probl e ms arising from t h e r e l ation of t h e r et ail e r t o

thos e who supply him with t h e things h e is to s ell I n .

t h e old d ays t h e situ ation w as mor e simpl e— t h e r e

t ail er comp ete d only with oth er simil ar r etail ers ; th ere
were no d ep artm ent stores no ch ain stor es no m a il ord er
, ,
-

hous es to ad d t o his troubl es and incid ent ally to his , ,

opportuniti es S imil arly h e h ad no s eri ous probl em o f

.

buyi ng r el ati ons H e bough t from t h e j obb er u nqu es

.

t ion ing ly and h e b ought l arg ely wh at h e and t h e job

,

b er pl eas ed inst ead o f wh at t h e c onsum er h ad b een

,

t aught by t h e m anufacturer t o d em and Th er e w as no .

probl em of advertis ed br ands of pric e m aint en ance of , ,

e xclusiv e ag e ncie s o f j obb e r i n

, flu enc e v ersus manu fac
tur er influ enc e ; th ere w as no ups etting of trad e ch an
nels no c onc entr ation on t h e r et il er o f a hundred dif
,
a

f er en t distributionsch em es all s ee king his att en tion and

all t en ding t o sc att er his en ergi es and to m ake his task
more difficul t ev en if m or w o rth whil e e .

86
 RE TAIL ER AND N AT I ON AL ADVE R T I S ING 87

92
. F ro m w h o m sh a l l Tod ay t h e
t he r et ailer bu y?—
ret ail er buys fr om t w o gre t s ourc es Th er e is s t ill t h e a .

j obb er wh os e multitudin ous s e rvic e s are so v alu abl e th at

,

to m any r et ail ers h e is and will conti nu e t o b e abs olut ely

indisp ens abl e T h e new s ourc e of supply is t h e m anu
.

f ac t ur er who r each e s t h e r et ail r e i t h er d ir ect ly thr ugh e o

his ow n s al esm en or by m ail or thr ough s el li ng agents

who t ake t h e pl ace o f his ow n se lli ng o rg aniz ati on .

Both t h e j obb e r and t h e dir ect s elling m anufactur er -

a e c on
r st antly solici t i ng t h e busi ne ss of t h e r et ail e r .

Wh eth e r h e sh all d eal with one of th em alon e or with

b ot h is a qu estion th at h e must answ er in vi e w o f t h e pe
cu liar circumstanc es surrou nding his own bus ine ss .

Th er e are no ge n eral principl e s t o guid e him T h e job .

ber o ff ers e xc eedi ngly v alu abl e s e rvic e s ; but if t h e re ,

t ail er do es not n eed t hos e s ervic es th ere is n othing to ,

prev ent him fr om s eeki ng dir ect r l at i o ns with t h e m n e a

u f act u r I f t h j obb e r get s his busi ne ss it must be

er . e ,

o n t h e b asis o f pric e co nv eni nc e and s e rvic e I f t h e

,
e .

dire ct s elli ng m anu f ctur e r g et s his busi n ss it must be

-
a e ,

o nt h e s am e b a sis T h e r t a il e r must b his o w nj udge ;

. e e

h e mus t b al anc t h e a dv ant ag e s o f o n

e e co nn cti o nagainst e

t h e adv an t ag e s o f t h e o th r an d th n bid e by t h e co n
e , e a

s equ ences o f his d ecisi o n I t is his duty t s eek a source . o

o f supply t h at will giv h im t h e go d b st d apt ed to e o s e a

his tr d e at t h e low e st pric es and th at w ill also se rve

a ,

h im b e st in t h e w ays in which h i busi n e ss n eed t o be s s

s rv ed if it is t o m e t with t h gre ate st succe s T he

e e e s .

purch asi ng probl em f t h e r tail e r is n t o much w h r e

o e o s e

t o buy as it is w h t t buy Th re are m any pha es

a o . e s

o f this l atter pr bl m W ar t c nsid e r o nly one f

o e . e e o o o

th em .

M anufact u rers app eal t o co ns u mers — l e rha ps

’
98 . .

t h e most int e r e sti ng situ a t io nt h e re t ail e r has t o face 11]

88 MARKE T I NG M E T H ODS
co nn ection wi t h his buyi ng is his r el ation to t h e goods
of t h e m anufacturer w h o adv ertis es th em to t h e consum er
an d who urge s t h e r et ail er to s erv e as t h e m edium
through which t h e d em and cr eat ed by t h e advertisi ng
canb e s atisfi ed . Th e gr e at m aj ori t y o f a dv ertis em e nts
in g eneral m agazin es in street c ars and on billboards
,

are n o t int en d ed t o promot e dir ect r el ations b etw eent h e

m anufacturer and t h e c onsum er ; t h eir purp o s e is to s end
t h e r ead e r to a r et ail stor e t o ask for t h e t h ings of which
h e h as r ead Wh at is t h e r et il er s p o i nt o f vi e w toward
’
. a

al l this activity which is supp o s e d t o b e p artly in h is

,

own int erest H ow sh ould h e r eac t o it Wh at can

? t ?

h e do to m ak e it op er at e t o his own a dv ant ag e ? S hould

h e b e inf avor of it or a g ai nst it ? Th es e ar e s om e of t h e
qu estions every ret ail er h as t o answer And t h ey are of .

vit al int erest t o t h e gen er al public also b ec aus e ont h e

, ,

answ e rs to th e m d ep en ds l argely our abi lity t o buy t h e

thi ngs for which adv er t isi ng h as aroused our d esire On .

t h e g en e r a l an s w ers to th em t oo may d ep end t h e per

, ,

manence or t h e alt er at ion of our pr e s ent buyi ng h abits .

Possibly t h e probl ems i nv olve d in t h e r el ati on of t h e

ret ail er and t h e advertisi ng m anuf actur er may m ean a
re alignm ent of r etail activiti e s ; th ey may m ean more
ch ain stor s more dir ect m ail s al e s or even som e new
e , ,

form of r et ail s elling t h at h as not yet app ear ed .

9 4 W h at is n a t io n al ad ver t isin ?— T h e t erm n a

.
g
t ion al ad vert isin g is conv e ni e ntly us e d to r ef e r t o t h at

ki nd o f adv ertisi ng which t h e m anufact ure r do e s with

t h e purpos e of s endi n g r ead ers to t h e ret ail ers fo his r

go ods Th e t erm is not accur at e b ec aus e t h e ad ver

.
,

t isin m b m r ly l c l o r s ecti n al inst ea d of n

g a y e e e o a o a

t ion al , an d b ec aus e thos e m anu f actur ers who d eal di

r e ct l y with con sum ers through t h eir o w n r et il st ores a

o r by m ail m a an d d o adv er t is e n ation ally But if w e

y .
 RE TAILE R AND N AT I ON AL ADV ER T I S ING 89

und erst and t h e arbitr ary and custom ary m eaning of

t h e t erm it will s erv e o ur purp o s e
, Should t h e r e t ail e r .

h andle n ation ally adv ertis e d goods and push them or ,

should h e pr e fer to h andl e and push goods t h at are not

so adv ertis ed— go ods th at are not brand e d and trad e
m ark ed or if th ey are so br and ed th at h av e not bee n
, ,

brought to t h e public s attention by m eans of ad ver

’

t isin g by t h e m a nuf actur e r ?

T his is not a qu e stion of p ack ag e goods v ersus bulk
goods Advertisi ng h as firmly entrench ed p ackage
.

goods so th at non adv ertis ers and adv ertis ers al ike now
,
-

u se t h e mod e rn cl eanly conv eni ent m ethod of s ellin g

, ,

goods insm all cont in ers inthose lin es at l east such

a —
, ,

as groc eri e s an d drugs in which t h e p ack ag e pl an of

,

m arketing is practic abl e This is not t h e pl ac e to discuss

.

wh eth er p ack age goods h av e i ncreas ed t h e cost of l iving .

Th ey may or may not h av e don e so I t c annot be de .

ni ed how ev er th at th ey h ave add ed to t h e co nv e ni en ce

, ,

o f buyin g h elp ed to fix stand ards o f qu al ity and re

, ,

d u ced t h e s elling e xp ens e of t h e r et ail s t o re .

9 5 R et ailers p riva t e bra n ds — W e are to consid er

’
.

from t h e point of vi e w of t h e r et aile r t h e arguments fo r

an d ag a inst t h e h andling o f tr ad e m ark ed n at ion ally -

a dvertis ed goods C los ely link ed up with this qu e stion

.

is t h e probl em of t h e priv ate br and U nadvertised .

goods do not always h ear t h e n am e o f t h e ret ail er ; s ome

tim es th ey h av e no distinguishing m ark at all ; at oth er
tim es th ey are tr ad e m ark ed but not adv ertis ed by t h e
-

, ,

m anufacture r or t h e j obb e r I n m any cases how v er . , e ,

t h e r e t ail er s l ab el app e ars o nth em Wh ether it d oes

’
.

or d oes not is u nimport ant in u r gen eral consid erat i o n o

o f adv e rtis ed v e rsus n o nadv rti ed g o od s T h e argu

-
e s .

m ents for and ag ainst t h h ndling o f th e l atter a re e a

pr actic ally t h e s ame r eg ardl s f wh eth er t h e no nad e s o -

90 MAR KE T ING M E T H OD S
v ert ised ds c arry t h e r et il r s o w n l ab el t h e l ab l
g o
o a e
’

, e

of t h e m anufactur er or t h e j bb er o no l ab el at all o , r .

F r o m t h e r e t il e r s s t andp o i nt th r e e m n y r ea
’
a e ar a

sons why h e sh ould carry a dv er t is e d g oods S om e of .

t h m o r e imp o rta n
e t w e sh all n ow discuss .

9 6 T h e q u est ion of q u lit y — N ati on

. ally a dv ertis e d a

goo ds a of known s t abl e qu alit y T h e c onsum er h as

re , .

c onfid enc e int h m ; h e kn ow s wh at h is g et t i ng P ast

e e .

e xp e ri en c e wi t h such g oods h as f amili ariz ed him with

th em and h e canbuy quickly conv ni ent ly and confi
, , e ,

d ent l y by nam e T h qu l i t y is rdinarily high b e c aus e

-
. e a o

t h e purp o s e of a dv er t isi ng is t o pr o duc e a l arg e v o l u m e

o f s al e s an d t h e r e s lti ng l arg e sc l busin ess p rmit s
, u a e e

t h e e mpl oym en t of t h e b es t d signers t h e most skill d e , e

e x e cu t iv s an d op er at ors t h e b es t m ach in e s and t h

e , , e

o th e r effici e n t agent s th at o ft en m k e for high qu alit y a

in t h e o u t pu t Wh en t his qu l i t y h as onc e b e n es
. a e

t ab lish ed it must b e m i n
, t i n d if t h e m nuf act ur er is a a e a

t o achi e v e p erm anen t succ ess T h e c onsum er w h o h as .

once tri ed t h g ods and f ou nd t h em s tis f ac t ory pur

e o a ,

ch as es th m g i n and g in wit h confid enc e nd r

e a a a a a e

n ewe d s at isfact i n Th e h andli ng o f goods o f this

o .

ch ar act er is p art icul arly advant age us in stor e s ap o a

’

p eal for new t r d e A t r ansi ent in a cit y or a n w

a . e

com er ina commu ni t y w h h as w orna c er t ai nbr and of o

clot hing for x ampl e d oes not h esi t at e t o d e l w i t h a

, e ,
a

str nge stor e th at h ndle s t h s am br and A s t or e

a a e e .

th at d eals in w ell know n g oods t h er by s t ablish s it

-
e e e

s elf int h e public mi nd s a r e li abl e r eput abl e s t blish a , e a

m ent A tr ad e p ap er r ec ent ly s aid : T h r et ail er w h o

.
“
e

ignor e s t h e p ow erful i nflu enc of adv ertising is com e

l t ely ou t o f tu n e T h at a dv rtisi n g h as brought ab out e

p e .

a s bl
ta e c on di t i n in buying n d s
o llin g is e vid n t t a e e a

v
e e ry tur n Wh e th e r it. b e a n i n cub t o r t hr e sh r a a , a e ,
 RE TAIL ER AND N AT I ON AL AD VE R TI S IN G 91

breakfast food a coll ar or a cig ar— p eopl e want to buy

, ,

an d duplic at e by n am e Th ey don t w ant nam el ess u n

’
.

knowns .
”

Thos e who oppos e a dvertis ed goods say th at n ation al

adv ertising is no proof of qu a li t y— th a t br an ds o rig
in ally of go o d qu a li t y d et e ri o r at e aft er t h e public h as

been m ad e famili ar with t h em I t is unfortunate th at .

this criticism is som etimes j ustified A few manu fac .

t u r er s h av e m ad e t h e mi st k e of t hinki n
a g th at wh ent h e
d em and h as onc e b een cr eat ed it wi ll c ontinu e even ,

though t h e origi nal high qu ality o f t h e goods may be

sh ad ed a trifl e This is exc eedingly poo r policy Ad
. .

vert isin alon e n ev e r h as m ad e an d n ev e r can m ak e a

g
p erm anent succ ess for any m anufacturer ; but ad ver
t isin g plus qu a lity is a w inning combin a tio n M ost ad .

vert isin g m anuf a ctur e rs thoroughly r e ali ze this an d ,

t h e f e w who d o not su ff e r f o r th eir f o lly

, .

T h e oppon ents of a dv e rtis ed good s also m aint a in th at

m any un advertis ed goods are j ust as w ell k nown and of
just as high qu ality as adv ertis ed goods Th ey are right . .

Adv e rtis e d goods h av e no m o nopoly on qu ality no r ,

h av e th ey a monopoly onpublic favo r Th ere is at l east .

on e firm of non a dv e rtisin-

g whol e s al ers and manuf ac
t u rers of m e n s furnishings f or e x ampl e wh se n am e
’

, ,
o

on go o ds m eans j ust as much t o buy e rs in g e n er al as

t h e n am e of som e adv e rtisi n g m anufactu re r ; and t h e re

a re m any e x ampl e s of t h e s am e thi n g in other field s .

But in comp arison with t h e adve rtised good s tha t are

,

known t t h e public t h e numb r of u nadvertis ed brand s

o , e

that ar equ ally w ell kn w n is xc di ngly small T o

e o e ee .

prov e this one h as only t o try t rec ll t he names o f

,
o a

adv e rtis e d an d o f non adv e rtis ed br an

-
ds inany line o f
m erch andis e .

F in ally t h e critics o f adv e rtis ed go d s say tha t t h e

,
o
92 MARKE T ING M E T H OD S
h andling of such goods is not t h e th ing th at chi efly es
t ablish e s store as a r eput abl e pl ac e to trad e Th ey
a .

are right in so f ar a s t h e p e opl e o f a community h av e an

opportunity to obs erv e t h e c onduct of a stor e dur ing a

co nsid erable p eri o d o f time R ight d eal i ng without ad
.

vert ise d goods will hold tr ad e just a s wrong d ealin g ,

e v e n with adv e rtis e d goods will bri n g failure Wh en a .

stor e app eals to transi ents however and c ert ainly wh en

, ,

it tri es to attr act new custome rs advertis ed goods giv e ,

it a d ecid ed advant age .

f manu fact u rer s name — T h e mer

’
97 . V alu e o t he .

ch ant w h o h andles adv ertis ed goods does so p ar t ly b e

c ause t h e prestige of t h e m anuf actur er wi ll h elp him s el l
t h e g o o ds T h e tr ad e p ap er M ens W ear re c ently
’ '

.
, ,

quoted t h e followi ng st at ement of a stor e owner : Thr ee “

years ag o I sold $ 7 a nnu ally Tod ay I am se ll .

ing P art of this not all of it is d u e to t h e

, ,

fact th at I s ell and adv e rtise Bl ank s cloth i ng M y ’

.

n am e on my store in my town is wort h a lot more th an

th eirs ; I could s ell it for But th eir nam e on
th eir cloth es is wort h a lot m ore th an mi ne My cus .

t omer s know th at I do n ot m ak e cloth e s an d t h e n am e ,

of Bl ank on t h e cloth e s answers e v ery qu estionany man

might b e i nclin ed to ask T h e combi nati onof my nam e
.

on my stor e and th eir n am e on my cloth es in my town

c ann ot b e b eat .

I no ppositionto this som e st or e owners m ai nt ain th at

,

th eir n am es onth eir goods are worth much m ore t o t h e

public th an t h e n am e of t h e m anufactur er I t is this .

b elie f th at is r e sponsibl e for m any of t h e priv at e brands

c arri ed in r et ail stor es I f a st or e op er at es strictly on a
.

“
s atisfacti onor mon ey b ack b asis and if it h s b een in
”
a

busin ess l ong enough to m ak t h e public famili ar wi t h e

this policy th at stor e s n am e without qu estion is suffi

,
’
 RE TAI LER AND N AT I ONAL AD VE RT I S ING 93

ci ent gu ar antee of qu ality to t h e old cu stom er But to .

t he n ew custom e r it m ean s little or nothing Wh e n ne w .

t r ad e is sough t t h e own er s n am e is l e ss p o t e nt in e sta b

’

l ish ing public confid enc e th nt h e nam e s of t h m anu a e

f act u r er s of n a t i o nally a dv e rtis e d b rands I nt h e p ast .

m any of t h e l arge st store s h ave r efus ed to push

a dv e rtis e d goods preferring to e st ablish the ir ow n
,

brand n am e Th ere now s eems t o be a movement

.

a w ay fro m this p o licy a lthough m a ny d e al e rs st ill ia

,

sist on h aving th eir own l ab els o n everything th ey

h andl e .

9 8 V o l ume of sales — I t is m aint ain ed th at mor e s al es

. .

canb e m ad e of a dv e rtis e d th an of n o nadv er t ise d goods -

.

P eopl e are attract ed t o t h e store not only by t h e d eal

er s own a dv e rtisin g but also by t h e m anufact u rers
’ ’

adv e rtising featuring t h e things th at t h e d eal er is

,

kno wn to h andl e Assum e th at th ere are two stores in

.

a town in t h e s am e lin e of busin ess b o th of th e m op e r t e d ,

a

with equ al int elligenc e and abil ity and b oth of th em ,

e qu ally promi n e nt an d known with equ al f av o r to t h e

public I f one h andle s n ation ally adv ertise d goods and
.

t h e o th e r do e s n ot it is f air to assum e th at t h e forme r

,

would do t h e l arger busi ness sim ply b ecaus e bo th t h e ,

d eal er s and t h e m anufactur ers advertisi ng would be

’ ’

working for it whil e t h e l att e r would be aid ed only by

,

its o w n publicity .

Ag ainst this contention t h e advoc at es o f non adver ,

-

t ised goods say th at t h e e ff e ctiv e n e ss of n atio n al ad ve r

t isin g is ov e r e stim a
-
t ed ; th at in s o m e town s fe w pe opl e

r ead t h e general m agazin es and th at t h e d em and ,

“

through n atio nal adv e rt isi ng id ea is l argely a ficti on ”

.

This is a qu e sti ono f f ct Poor sc att e red h alf h eart d

a . , ,
-
e

adv ertisi n g by a m anufactur r o f course d oes no t cre e

at e much d em and for his goo d s But if g ood are ad . s

94 MARKE T ING ME T H ODS

vert ised eff e ctively p ersist ently and wid ely in m ediu ms
,

circul ating int h e d e al e r s c o mmunity th er e is n o d en y

’

in g th a t a tr em en d ous d em an d c anb e cr e at e d This f a ct .

is too w ell kn o wn t o n eed ill ustr ation

-
.

9 9 L o w er sel lin c o st — I t is s aid th at n ation a lly ad

.
g .

vert ised articl e s canb e s o ld mor e quickl y an d easily th a n

nonadv e rtis e d go ods T h e custom er who a sks for a
-
.

d efinit e kind of r azo r or sh oes or br e akfast f o d kno ws

, ,
o

e x actly wh at h e w ants ; t h e s al e sp ers o n h as o n ly to wr ap

it up and h and it ov e r t h e cou nt e r ; h e n e d sp end no e

tim e in convinci ng t h e cu st omer of t h e merits o f t h e ar

,

ti ele T h e tim e sp ent in m aki ng s al s is a big item of

. e

e xp e ns e in r e t a il stor es an d thos e st or e s th at ar e op
,

cr at e d effici e ntly ar e c on st ntly tryi ng t o fi nd ways o f

a

h elpi ng t h e cl erk to e limi nat e w ast e m oti ons w aste ,

steps and w ast e mi nute s all with t h e purpos e of in

,
—
cr easi ng t h e numb er o f s al es h e c nm ake in a d y I t a a .

is c ert ain th at t h e s lli ng of w ll kno wn st and rd goods

e e -
a

ca n b e a cc o mplish e d in l e ss tim e an d th er e f o r e with ,

l e ss exp ens e t h ant h e s elli ng of u nknown br ands T h e

, .

R et ailers M e ns App arel M ag z ine s ays : R et aili ng o f

’ “
a

a dv e rtis e d g oo ds is f ric t i on l ess Th e adv ertis e d brand s

.

ar e c all e d f or by n am e— th e r e is n o dick e ri n g no u n ,

ce rt ai n ty to buye r or s ell er ; t h e s al e is cl o s ed quickly .

Additi on al profit in adv er t ise d g o ods li es in t h e t im e

s ve d in w aiti ng on cust om ers
a .
”

Th er e is no argum nt ag inst this cont ention I f

e a .

go ods are r eally eff ect iv ly adv ertis e d by t h e manu fac

e

turer among t h e p eopl e w h o tr ad with any store t h at e ,

st ore cans av e tim e by s elli ng t h e br ands th at are call ed

for Of cours e if any st ore s customers are not r each ed
.
’

b y t h e m diums c arryi ng a m nuf actur er s a dv ertis e

’
e a

m ents t h e m anufact ur r s goods might j ust as w ell not

,
e
’

b e adv er t is e d anywh er e so f ar s th at stor e and its pa a

 RE TAIL E R AND N AT I ON AL ADV E R T I S ING 95

trons are c onc ern ed I nsuch c as e t h e go ods must take

.
,

th e ir ch anc es with ot h e r unkn o wnbr ands .

1 0 0 Qu icker sales a n
. d more t u rno vers — I f n atio n
a lly a dv e rtis e d go o ds canb e s o ld m o r e quickly an d w it h
l ss e xp ens e t h n ot h ers and if t h ere is m o re d em and
e a ,

f r t h em it f llo w s th a t th eir s al e will r sult in m o r e

o , o e

turnove rs o f c api t al and a l arge r v olum e o f profit th a n

can r e sult fr o m t h e s al e of unbr and e d or priv at e ly

br ande d lin es This sh ould b e tru e e v en if t h e mar

.

in o f pr o fi t o ne ch s l e o f t h e dv rtis e d br an d is l e ss
g a e a a

th an one ach s al e of t h e nonadv ertis ed brand Supp o s e -

.

th at th ere are t wo simil ar articl es o ne advert is ed and t h e ,

oth e r not adv ertis ed E ach s lls t o t h e c o nsume r f r

. e o

t enc en ts Ont h e fo rm er t h e d e al er get s a gro ss profit

.

of t w o and one h alf c ent s ; on t h e l att e r o f fi ve c ents

-

, .

Assum e th at th er e is r e al d em and f o r t h e adv e rtis ed l ine ,

an d t h t t h e d eal er ans ell o ne hu ndr e d pi ece s of it d ur

a c

ing t h e tim e it t ak s him t o s ell t w ent y fi ve f t h e o th e r

e -
o .

H is gro ss pro fit th n ont h adv rtis ed br and w ould be

, e , e e

on t h e n n dv rt is d br nd
o -
a e I t sh o ld
e a ,
u

als o b e n ot e d t h at n ti o n lly adv rt is e d g o od s a re u su

a a e

a lly m o r e st apl e th n o th e rs ; th y d a no t ft n h ave e o o e

to b e cl os ed out at t h e end of a s easo nat a loss or at a

r t ly d cr ea s d pr fit Ev n a sm a ll r educ t io n in
g ea e e o e .

t h e u su al pric e will m v e th em r e adily o .

This argum ent t o c ann t be qu estion ed p ro vid ed

, o ,
o ,

t h e dv er t isi n
a g r eally r esul t s ina d em and co nsid er bly a

ine xc e ss of th a t which c nb w rk d up f r o the r g ood s a e o e o .

Wh eth e r t h e adv ertisi ng h s this ff ect inany particu l ar a e

c as e is a qu e sti on f f ct f t h e r e tailer t o d ecid e

o a or .

1 0 1 l I an
. l u f ct u r ers
a elling aid s — O n ’
e f
s t h st ro ng o e

est a rgum n ets f or n ti n lly adve tis ed good s is t hat t he

a o a r

r t il e r w h h ndl s t h m is id ed inm a ny w ays inh is

e a o a e e a

adv rtising by t h
e m anuf c t ur r Practi cally all pr0
e a e .
96 MAR KE T ING M E T H OD S
g r essive r et ail ers wh et h er t h ey h andle nation ally adver
,

t ised lin e s or n ot are n ow con

, vi nc e d o f t h e d e sirability
of loc al adv ert ising for t h ems elv e s But t h e burd eno f .

prep ari ng e ffect ive adv ertis em ents is so h eavy th at m any

r et ail adv ertis em e nts are w eak and i neff e ctiv e T h e .

a dv ertisi n g m anufactur er is usu ally gl ad t o aid t h e

d ealer inhis adv ertisi ng H e s ends him sugge sti ons for
.

copy not only de scribi ng t h e m anufacturer s goods but

,
’

also t h e o th e r li n e s in t h e d e a l e r s st o ck ; h e fur n ishes

’

cu t s of his goods el e ct r o s f or compl et e adv ert isement s

, ,

str et car c ards wi nd o w displ ays insid e st or e signs o f ll

e -

, ,
a

kinds form l ett ers to g o to t h e d eal er s custom ers b o ok

,
’

l et s and m ny o th er ki nds o f adv ertisi ng

, a .

T h e ns w e r th at is usu ally m ad e to t his argum ent is

a

t h at much o f t h e a dv e r t isi ng m at e ri al fur n ish e d by t h e

m nuf ctur er is w ort hl ess and th t wh en it is not

a a ,
a ,

wor t hl ss it is ni nety nin e per c ent advertisi ng for t h

e ,
-
e

m nu factur e r and his goods and only ne per c ent ad

a , o

v er t isin g for t h e r e t a il e r an d his s t or e T h e e l ectros .

l eav e room only for t h e b ar e m enti o n o f t h e d e l er s a

’

n am e and addr ess t h e copy is wid ely di fferent from t h e

,

styl e t h e d eal er woul d u se inhis ow nadvertis em ents t h e ,

m at eri al is prep are d in gr eat qu ant i t i es and do es not

aid at all in giving i n dividu ali t y t o any stor e th at use s
it and t h e bo okl et s and l tt ers s ent ou t at t h e d eal er s
,
e
’

e xp en s e are oft en in eff ect iv e and wi t hout v alu e I t is .

also m int i n a e d th at t h e d e l e r w h o giv e s a list of his cu s

a a

t ome r s t o a m anuf actur e r so th at t h e l att e r may circul ar

i t h em puts hims lf at t h e m nuf actur e r s m ercy if h e
’
ze , e a

should los e t h e acc ou nt and t h e m anufactur er should see

fit to giv e t h e list t o a comp etit o r .

Th er e h s b een too much b asis for this criticism of

a

t h e v alu e of t h e m an uf ctur er s advertising h elps ’

a .

M any o f t h e ch arge s are fou nd ed on all too frequ ent

 RE T AILE R AN D N AT I ON AL AD V E RT I S ING 97

practic es B u t t h e si t u at i on is ch angi ng M o re nd
. . a

m or e t h e m nu facture r is t ryi ng t o gi v dv e rt isi ng aid

,
a e a

th at will h elp t o adv er t is e t h d eal r firs t nd t h e m nu e e a a

f actur er s ec ond T h e nec e ssi t y f m ki ng sto r s d ’

. o a a e a

ver t isin g i n dividu a l an d ch r a ct e ris t ic o f t h s t o r e s a e

’

S piri t an d purp o s e is b ei ng i ncr easi ngly r e liz ed a n d t he a ,

ro r ssive man u f act u rers ar e n o w givi n g a dv e rtisi n g

p g e ~

s ervic e t h at r e ally s erv es .

1 0 2 C u st o mers r esen
. t su bst it u t io n— M an y custom
er s r e s en t subs t itu t i o n and t h e stor e th at h as t o ff r , o e

s om et hi ng j ust as good w h e n an adv e rtis ed brand is

“ ”

a sk e d f o l o s e s th eir g oo dwill and th eir tr d

r, a e .

This is u nd oubt dly t ru e and ye t subs t i t utio n is no e ,

crim e ev en th ough som e m anufacture rs w uld try t

, o o

mak e it s T h e d e l e r w e s no duty t o t h e man

o . a uf c o a

turer simply b ec aus e t h e l att er h as i nves t ed innat i o n l a

a dv e r t isi n g N o m nuf c t urer by his d ve rtisi ng

. a a a
“
buys m rket o nw hich t h e r et ail e r must no t tresp ass
a a
”
.

T o try t o s ll substitu t e wh na custome r asks fo r a

e a e

c ert ain m anu f c t ure r s goods is n t st ali ng t h e mar

a
’
o
“
e

ket o f t h m an ufact u r e r I f a str ng e r w ith a d sire

”
e . a e

f or a c e r t i n br and f g ods w r t g int

a o sto re o e e o o o a

w h e r e h e h ad n e v e r t r ad ed s ol ely b ec aus e h k ne w h e , e

c uld fi nd t h d e sir ed brand th ere and if t he sal es

o e .

p ers o n w ere t o try t o s ell him s m et hi ng els e w h ent he o

d esired articl e w as r e lly inst ck t h r might be som e a o , e e

qu esti on f t h e ethics o f t h cl rk s cti n But such

o e e
’
a o .

c ase s are v ery r ar Ord i n rily cust om r visi t s a

e . a a e

st re b ec us e t h e st o re i w ell kn w n t him o r it is
o a s o o ,

c o nv eni e nt r it h a b e n r c mm nd d t h im by
, o s e e o e e o

sp k e n
o pri nt d adv er t i i ng Wh n he e nt rs t h
or e s . e e e

d r h e is t h e st re s cust m r a nd n t t h e manu fac

oo , o
’
o e o

t ur r se I f h sks f
’
. m e pe cific thi ng and if t h e
e a o r so s .

m rch nt cans ll it t him nd is w illi ng t all w ll

e a e o a o. e

lll .
—7
98 MAR K E T ING M E T H OD S
and good ; but if t h e m erch n t pref rs t s ell or t try t o a e o o

s ell s m et hi ng els e h e is at p r f ct lib ert y t d o so u n

o , e e o ,

l ess o f c u s h h as pr vi sly cc p t d t h e xclusiv e

o r e e e ou a e e e

ag en cyinhis t ownf or t h e art icl e ask ed for I f h h s . e a

a n exclusiv e ag ncy h ne s t y r e quir s him t d his

e , o e o o

du t y by t h e m anu fact ur e ; ot h erw is t h e qu est ion o f r e

subst i t u t i n i nv olv e s n i t h er l aw no ethics T h e nly

o e r . o

qu e s t i on is n f busi ness p o licy ; t h m rch nt must

o e o e e a

b al anc e ag ai ns t his d sir e t s ll subs t i t u t t h e pos e o e a e,

sibilit
y o f l si n g t h e custom
o e r by r e a s o n o f t h e a t
t empt e d subs t i t u t i on .

1 0 3 V lu e of
. a n exclu sive g ency —M any adve
a a . r

t ise d g oo ds r e s ld o n t h e exclusiv e ag ency b asis

a o A .

d le r w h o acc epts an xclusiv e ag ency d es s b ec use

ea e o o a

h e W ish e s l l o f t h e m anu f c t ur r s adv r t isi ng in his

’
a a e e

t w n t o work s o l ely t
o his o w na dv nt ge ; b ec ause h eo a a

b eli ev e s t h at h sh uld not b e sked t push g o ds w hich

e o a o o

c an b e purch s e d e ls w h r a t h an inhis o w n s t o r e ; b
e e e e

c us e if h
a nh av t h e e xclusiv s al o f w ll d ve
e ca e e e a e a r

t is d br nd o f g o ds h e b li v e s it will ad d pr e s t ig e t o
e a o , e e

his e st blishm ent nd bri ng in tr d e th at would ordi

a a a

n ily g o e ls ew h ere
ar .

T h e pp onents o f nati on l ly a dv r t is ed go o ds say t h at

o a e

t h e e xclusiv e ag ncy is a s nar e nd a d elusi on; t h at t h e e a

d eal er w h o acc ep t s it is buildi ng his h ous e on s and b , e

c us e at t h e m nu fac t ur er s whim t h e ag ency may be

a a
’

t k e n fr o m him n
a d giv nt o a c mp et it or and th at t h e a o ,
e

d e l r s dv ertisi ng o f t h e e xclusiv e l i ne w ill th en b

a e
’
a e

w o rs e t h an w a s t ed b ec aus e it will op er t e t o t h c m
, a e o

p e t it o r s
a dv ’
a n t age T h e sudd e n l o ss. f a lin e which o a

d e l r h as b een pushi ng is lik ly t o r esult inl oss of t h e

a e e

c onfid nc of his cust ome rs and in emb rr ssm nt

e e , a a e ,

fin nci al dis dv ant g e nd weak en d p estige T h e

a a a ,
a e r .

an swe r t o t his c ont nti on is th t r p t abl m n f e a e u e a u ac

 RE T AILE R AN D N AT I ON AL AD V E RT I S ING 99

t u rers d o not d epriv e d al r f nag ncy u nl ss h e h as a e e o a e e

fail e d to live up t o his p art o f t h e gency agreem ent a .

T h e a r g um e n t als o is s o m wh t w,
k en d by ano t h er
, e a ea e

a rgum ent o f t h e o pp onent s o f n ti on l d ve r t isi ng I f a a a .

n t i on lly adv r t is d g oo ds a e not in d m nd if t h y

a a e e r e a , e

do not bri ng cust om rs i nt o a sto r if t h y d no t in e e, e o

cr as e a d eal er s pr e st ig why sh ould h e ccept ane x

e
’
e, a

e lusiv e ag ency int h first pl ac o h vi ng acc pt d it e e, r, a e e ,

why sh ould h obj ec t if it is k n ay f r m him

e t w ? a e a o

An o th er import ant rgum nt for t h e h ndli ng o f na a e a

t ion lly adv e rtis e d g o ods h a s t o d o wi t h t h e m a tt e r f

a o

price m ai nt e nanc e but pric e m ai nt en nc e is s sig nifi

, a o

c ant a m erch andisi ng probl e m th at it will b e d eal t wi t h

in a s ep arat e ch pt er a .

I n opp o sitio n t o t h f vor abl e argum nts th at w e e a e

h av e b een c o nsid eri ng t h re a e m ny rg u m ents ad e r a a

v n ed by t h o s e w h o d
a c no t b li ev e t h t it is t o t h e r
o e a e

t a il e r s a dv an t ag e t o h n dl e goods t h t adv e rtis e d

’
a a a re

an d br and ed by t h e m nu fa c t ur r S m e f th e s e o p
a e . o o

p siti o n rgum ents h v e alre dy b ee ndiscuss ed A few

o a a a .

of t h e oth ers are t h e fo ll o w i ng :

1 0 4 H ig h er co st a n
. d less p rofit — N atio n ally a d ve r

t ised g o ds cost t h d e l e r m r t h n simil r u n

o e ad ve r
a o e a a

t ised g oo ds an d giv e h im a sm ll e r pr fit

, I t is m ain a o .

t ina ed th t o ft e nadv e r t isi n

a g d s n t p y for i t s el f o r oe o a , ,

if it d o e s th at t h e m an
,
u f c t ur r cr t e s a stro ng d e a e ea

m and thr ugh his ad v rti i ng and t h n in rd e r t

o e s ,
e . o o

m ak e a gr t e r pr fi t f r him elf s s t h e d m a nd as a
ea o o s , u e e

club nd f rc s t h e d l r t o h andle his go od s at a

,
a o e ea e

v ry n arro w m rgi n f t h e p fi t
e a o ro .

I t is tru e th at s om e n ti n lly adve rtis ed g ood g ive a o a s

t h e d e al e r littl e pr fit n ch s al e This h as neve r bee n

o o ea .

prov d t o b g e n r l lv t h e ase h w eve r b u t ve n if

e e e a c . o . e

it w er e t h v lum f bu i ness r sulti ng fro m t ead v

, e o e o s e s
1 00 M AR K E T I N G M E T H OD S
a nd l arg e d em and sh o uld r e sul t ingr eat e r t ot al pr ofit s
th an c ould be ob t ai ne d f r om a sm all er t o t al busi ness
o nu n a dv e r t is e d g o o ds which migh t giv e a l arg e r pr o fit

o ne ach s al e . This m at t er h as alr eady b eenc onsid ered .

M any d eal e r s h av e f o u nd t h a t w he nt h e s am e qu ali t y is

d esir e d in ad ve r t is e d an d in nona dv er t is ed li n
-
es t h er e
,

is li t t l e if any di ff er enc e int h e pric e t h at mus t be p aid

for th em . T h e N ew E n g l a nd G r o ce r a n d T r a d esm a n
s ays : T aki ng t h e t r ad e as a wh ol e t h e pro fits are
“
,

b et t e r on nat i onally ad ver t is ed goods and wh en t h e ,

gr o c er c onsid ers t h e v o l u m e o f t h es e g o ods w hich h e

cans e ll an d t h e e as e w i t h which t h e s al e s ar e m ad e h e ,

mus t admi t t h at th ey are m o ney m ak ers o f t h e b e s t d e

-

scrip t i on .
”

T h e argum ent r e g ardi ng t h e big stick m et h ods o f

-

m anu facturers ag ai n su gg es t s t he i nc onsist ency o f

s om e argum ents o f t h e opp onent s o f adv ert is e d go ods .

I f adv er t isi ng by m an ufactur ers d o e s not cr eat e a d e

m and su ffici ent t o bring a consid erabl e am ou nt o f t rad e
t o t h e s t o r e h o w canan
, y d ea l e r b e f o rc e d by t his non

e xist e t d em an
n d t o c arry t h e adv er tis ed goo ds I t is ?

us el ess t o ar gu e t h at adv e rt isi ng d o e s not cr eat e d e

m and I t d o es U nfort u nat ely a f ew m anu fact ur ers
. .

d o u se a dv er t isi ng a s a club t o b e a t t h e d ea l ers i nt o li ne .

Th eir numb er h o w ev er is sm all and t h ey w ill dis app ear

, ,

en t ir ely a s d eal er s a n d m an u f a ctur e rs c om e t h e b et t e r

t o u nd e rs t a nd ea ch o t h e r a nd t o a ppr e ci at e t h e t ru e
fu nc t i o n o f nati onal adv er t isi ng in it s r el ati o n t o dis
t ribu t io n.

1 0 5 D ea l er sh o u ld w o rk for h imself —
. I t is co n
.

t end ed th at t h e h andli ng of go ods t h at b ear t h e d e ale r s ’

o w nn am e e n abl e s him t o build up his ow nbusi n e ss in

,

d ep end ent inev ery w ay of t h e f av or or f ear o f s om e dis

t an t m anu factur e r Wh en h e adv ert is es h e adv ertis es
.
,
 RE TAILE R AND NAT I ONAL ; ADV E RTISTNGJ 1 0 1

h is go ods and his sto r e alone Wh nhis s lling p licy . e e o

an d his s al e s s e rvic e cr e at e g o odwill it is g od w ill s o l e ly , o

f r h is e st ablishm ent
o All o f his bus in e ss buildi ng s e
.
-

t iv it i s t end t o build up h is busi n

e e ss an d n ot t h t f , a o

s om e ne e ls e By fa ir d e li ng h can d ev el p public
o . a e o

c o nfid enc e inh is Opi ni ns and inh is ff eri ngs ; his cus o o

t omers will l e arnt o r ly onh im i n st ead f nt h e n m

e o o a e

an d r eput ti on Of s om e m an a u fact ur r w h t ri e s t u se e o o

him as a g o b et w een By h ndli ng goods wit h his o w n

-

. a

br and h e b ec om e s a r eal m erch nt n i nd p end e nt

, a , a e

busi ness man; h e is not a m er e m chi ne a me ch nic al a , a

distribu t o r o f go ods which h e st o cks b ec aus e t h e m anu

fact ur er asks him t o nd w hich h e s ells o nly as t h e man a

u f act u re m ak e s it p o ssibl e for him t o s ll th em

r e .

Th ere is much t ru t h in t h e first p ar t o f this cont e n

ti on T h e d eal e r will b e wis e h w ev e r t b al anc e
.
, o , o

ag a i n st t h e sl ow unc ert i npr o ce ss o f buildi ng up pre s

,
a

tige u n id ed by m nu f actur ers adv e rtisi ng nd good

a a
’
a

will t h e r apid e asy d ev el opm e nt o f a pr fi t bl e busi

, ,
o a

n ss and o f a r put ati o nas a high gr d e m e rch ant d eal

e e a

in g in r e put a bl e m e rch nd is e which w ill f ll w t h e

a ,
o o

pushing o f t h e right ki nd f dv ertis d br nds O a e a .

T h e s ec ond p a rt f t h e f o r g i ng rgum e nt in oppo

o e o a

si t i o u to adv e rtis ed go ods h o w eve r is not v alid I n a , , .

c rt ain se ns e ev ery r et ail d e l e r and ev ry t h e r ki nd

e a e o

o f mi d dle m an is a m chi n e ; a t l e ast h is p t f t h

a e ar o e

m achi ne ry f m ark e t i ng p ssi ng l ng fr m ma nu fa

o , a a o o c

tu er tr c nsum r t h t hi ngs th t t h m nu f ctu r

o o e e a e a a er

pr duc s a nd th a t t h c num r wants And vet f

o e e o s e . , o

c urs e no ret ailing can b m achi n lik

o , R eg ard l ess e e -
e .

o f t h kind o f g d s c rri d
e v ry succe ssful st re
oo a e , e e o

k e p e r is a r al m rch nt Th
e e wh efe r t h a t t be v
a .
o se o a

may l s e th ir i ndivi d u ality th ir i nd pe nd e nc e by

o e , e e ,

h ndli ng tr ad m ark d g d ma v be re sured h v t h

a e -
e oo s as e
1 09 . s MARKET I NG '
M E T H OD S
e vid enc e o f c ou nt l ss succe ss f l bus t li ng i nt ens ely in
e u , ,

dividu al r et ail shops wh r e t h e h as b e n fu ll r e liz e er e a a

ti n o f t h adv ant ag s o f h ndli ng goo ds b ack ed in

o e e a

public by t h e m anu f ctu er a r .

1 06 C on .clu sion— I n c o n clusion it may b e s aid th t a

n ati nally adv r t is d g oods h v c rt i nly b en w on

o e e a e e a e

d e f u l s t imul at ors
r f t h e r t il t d e Th y h v e
o e a ra . e a

t augh t p e pl e t o w ant m or e t hi ngs and b t t r thi ngs

o e e .

I f m an u f ctur s dv rtisi ng w er e t b e disc ontinu ed

’
a er a e o ,

it is r as nabl e t o exp c t t h t n arly v ery r t il li n

e o e a e e e a e

would sh o w a gr at f lli ng off int r d e S t t is t ics t h at

e a a . a

h av e b n g t h e d f om v ri us s urc s i ndic t e th t
ee a er r a o o e a a

t h gre t m j
e ai t y f r t ail rs f av o r n t i n lly ad v r
a or o e e a o a e

t ised g o ds S al sm en w h o h av e tri ed t s ell b th ad

o . e o o

v t is d an
er d non dv r t is e d a r t icl es r p rt g ner ally in
e -
a e e o e

f v r f t h e gr e at e r as e f i nt r e s t i ng d al rs in t h e
a o o e o e e e

f m er
or P erh ps t h e gener l c nclusi on r gardi ng t h
. a a o e e

prop e r at t itud e f t h re t ail er to w rd t his qu esti n

o e a o

might be f ormul t d as f oll ow s : I f g oo ds are effec

a e

t iv ely dv e r t is e d by t h m an
a u fac t ur er if t h er is a r e le , e a

d m and f or t h em and if t h e pr ofi t is such one ch s l e

e , a a

th at t h e t t al busi n ss will yi ld a s tisf act ry r et urn

o e e a o

c onsid eri ng t h e am u nt o f c pi t al i nv s t ed and t h e t im

o a e e

r equ ir d t t u n it ov r th en by al l m ans h andl e ad

e o r e ,
e

ve r t ise d g ods I n ot h er w ords whil e t h er e r e m any

o .
,
a

gener l a gum ents applyi ng for and agai ns t all ad

a r

v er t is d li nees t h e r et il r mus t fi n lly c on id e r

, a ch e a s ea

o nit s m erits an d r ach d ecisi onont h e b asis o f firs t

, e a , ,

se rvice t his cust m ers ; s ec nd pro fit nd ot h er forms

o o o ,
a

o f imm di at e r e t ur n t o hims el f ; and t hird t h e g en r al

e , e

e ff e c t onhis busi n e ss now an d int h e futur e .

 CH APTER V II

TH E J O BBE R S SE R’
VICE
1 07 . Jo bber s
’
service e h av e
lit t le und erst oo d — W
d efin ed a j obb er as one w h o buys usu ally in qu ant i t i es , ,

for t h e purp os e o f s elli ng t h e s am e g o ods ag ai n with ,

out alt er at i on to oth e r d eale rs F r om t h e c o nsum er s

, .
’

st andp oi nt t h e j obb e r is t h e l east kn own and t h e l eas t

t angibl e f ac t or in m arke ti ng T h e consum er d o es not .

kno w him T h e av erage i ndividu al who is not e ngage d

.

inm erch andisi ng m ay h ave s o m e r ealiz at ion o f a dimly

outli ned distribut o r b ehi nd t h e r et a il e r w h o in som e ,

v ag u e w ay t ak e s a profi t to which h e h as but a qu es

t ion ab l e ti t l e ; but hi s id e a s ab out t h e j obb er ar e fa r

f rom b e i ng w e ll d efi n ed an
-

d it is lik ely t h at h e could

,

not n am e h alf a doz en hous e s c o nduc t i ng a s t ric t ly

wh ol es al e busi ness B ec aus e t h e j obb er d oe s no t close ly
.

touch t h e co ns um er th er e is littl e gener al int erest inhis

,

a ctiviti e s . Th ere are hu ndreds o f b ooks and articles

ab out t h e m anuf actur e r an d t h e r e t ail e r but v e ry fe w ,

ab o ut t h e j obb e r P artly b e c aus e Of t h e general lack

.

o f kn ow l edge o f t h e j obb e r s s e rvic e th r e h as aris e n

’
e

a suspici o nth at h is s e rvic e is un e c n mic a l a n d no t w o rth o o

t h e m o n ey th at is p aid fo r it Wh n t h e 111id d lemau . e

is attack ed it is t h e j obb e r th at usu ally h as t o be ar

,

t h e bru n t o f t h e criticism C ert ainly h e d o es n t want

.
o

t o b e shi eld ed fro m j ust criticism but just as c e rta inly ,

be is e nti t l e d t a f ai r h e aring b a ed o nt h e f acts o f his

o s

s ervic e a nd no t o ngu ess e s and v agu e sus picions .

W e are t o c nsid e r chi efly t h j bb e r o f ma nu fac

o e o

103
1 04 MAR KE T ING M E T H OD S
t u r ed pr o duct s Typic al m anufac t u ed li ne s t h at
. r ar e

s t ill l arg ely dist ibu t d t hr ough j obb e s e h rd w ar e

r e r ar a ,

dry goods and d rugs T h e w h l s al e gr oc ery tr ad e

-

, . o e

a ls o is v e ry s t r o n g but only a p art o f t h gr oc ery j b

,
e o

b er s sto ck c onsists o f m nu f c t ured sp eci al t i e s ; much

’
a a

o f it is r aw f o d pr o duc t s w hich t h e j obb er h as im

o

p ort e d or b ough t inbulk and h as cl e ned s or t ed and , a , ,

p ack ed f or t h e ret il trad e a .

1 08 W ha t is t h e j o bber s p ay? — Our purpos e is t o ’

.

an alyz e t h e j obb er s s ervic to m nufact u er to r

’
e a r ,
e

t ailer and t o c ns m er F irs t wh t d s h e d o f r t h e

o u .
, a oe o

m anuf c t ure ? D oe s h e r nhis p ay? H is c mp ens

a r ea o a

ti o n oft en is not s much as is g ener ally supp os ed F or

a .

i nst anc e an ar t icl list ed at

, a c as
e o int nd d e, r e e

for s l e t o r et il rs at th t figur e m ay b e bille d t o t h e

a a e a ,

j obb er at l ss 1 0 pe c nt I n th r w ordse r e . o e ,

h e p ays for this c s o f g oods nd s lls it f or a e , a e

F o r t y c ents 1 0 p r c nt o f t h e s lli ng price is

, e e e ,

his gr oss pr o fit onth at trans c t i on H e h andl es m any a .

articl e s p articul arly in t h e gr o c ry t r d e on t his n

, ar e a ,

r o w m argi n S m etim s his pr o fit is l ess

. o A w ell e .

k nown br and o f wid ly dv rtis e d s o ap for ex ampl e is e a e , ,

h andl ed by% h e j bb er for only a trifl e m or e t h n8 p r

o a e

c ent gross profit I n o th er li nes t h e pr ofit is l arger

. ,

run ni ng s om etim es as high as 2 5 per c ent F igure s a e .

r

not av ail abl e t o sh o w t h e av er age j bb er s gr oss pr o fit o

’

onal l lin e s o f g oo ds but pr ob bly it is not greatly in, a

e xc e ss o f 1 5 p r c en t Out f t his h must pay t h e ex

e . o e

p ens es o f c nduct i ng his busi ness r ngi ng b et ween 6

o ,
a

p e r c ent an d 1 5 p e r c e nt f his s al e s ; h e must e arn o

a r et urn nt h e c api t l inv e st ed ; and h e must h av e s om e

o a

thi ng l eft as net pr fit if h e is t c nti nu e t o ru n t h o o o e

risks o f his c alli ng Wh at r eturnd e s h e m ake for t h e

. o

am u n
o t h e is p aid ?
 T HE J OB BE R S ’
SE R VIC E 1 05

1 09 . J o bber a sp ecialist in marke t ing — F ro m t h e

m anu fac t ure s st andp o i nt t h e first s ervic e re ndered by
r
’

t h e j obb e r is t h e s e rvic e o f a sp e ci a list in dis t ribu t i o n .

T h e j obb e r is in busin ess s o l e ly to buy an d s e ll g ood s .

H e k no w s t h e tr a d e i nt im at ely ; h e knows t h e d em nd a

an d h o w t o s a t is f y it ; h e k n w s t h e thi n gs t h at w ill s ell

o

an d t h s e t h at w ill not s ell ; h e h as a cli n

o t el e o f r e l a e

t ively p e rm a n en t cus t o m e rs ; h e pr o vid e s a r ea dy m a d e -

m ark et f or t h e goo ds o f t h e m a nufact ur e r w h o ca no h

t a i n his c o op e r at i o n T h e m a n . u f ac t u er— a t l east t h e r

sm all e r m a nu f ac t ure r— is a sp e ci alis t inm a nu f a cturi ng

h e is no t skill e d inm a rk e ti ng a nd h e o rdi na r ily fi n , ds it
much ch eap e r t u se t h e j o bb e r s s ervic t h a n t
o
’
es o

a t t emp t t h e e xp e n siv e pr o c e ss o f s t udyi ng a nd r achi ng e

t h e r et a il tr a d e with ou t t h e j obb e r s h e lp
’
.

1 1 0 J o bber h as r ead y mad e sales fo r ce — T h e j obbe r

.
-

pro vid es a r eady m ad e s elli ng o rg aniz at i onfo r t h e man

-

u fa ct u r er s g o o ds Th ere are approxim at e ly

’
.

ret aile rs in t h e Unit ed St at e s d eali ng in food stu ff s .

Ev e y o ne o f th es e ret ail ers is frequ e nt ly visit e d by o ne

r

o r m o r e o f t h e m an y th ous ands o f j obb e s s al e sme n I f ’

r .

a m an u facture r w e re t o ab and o nt h e j obb e r a nd t at o

t empt t o s ell a c o mp e titiv e li n e o f gr o c e ri e s t t h e re t ail o

trad e s ol ely t hrough his o w n s al esme n h e w uld n eed ,

o

not l ess th an 3 0 0 men t o cov e r t h e c o u ntry pro pe rly .

O nt h e o th e r h a n d if h e use d t h e j obb ers s elli ng f e s ’

o rc
,

a nd c onfin ed h i o w n s al e s activitie s t o k e pi ng t he
s e

w h ol e s al e tr ad e in li n e h e might g e t al n
,
g w it h a f w o s e

as thirty s a l e m e n s T h e e n rm ou diff e re n
. o ce ins lling
s e

cost b e twee nth es e t w o m e th d s f m a rketi ng is Obvi u s

o o o .

1 1 1 J o bber cu l t iva t es market

.
—
. T lic jo b
ber can a ff rd t cul t iv at e t h e m arke t much mo re in
o o

t en sivel y th an a n e xc e pt t h e v e ry l a rge st o f ma n u fac k

y
t u re rs .A al e m a n f r a m anufacture r maki ng o nly
s s o
1 06 M ARK E T ING M E T H OD S
a si ngl e a r t icl e— c a tsup f o r i nst nc e— c ould not afford,
a

t o c ll o nt h e sm all d al e s o t g o i n
a t o t h e sm ll t owns
e r r o a ,

b ec aus e t h e am oun t of his s l es t ach d eal er o ineach a o e r

town w ould not pay t h e s l esm ans exp ns e s C omp ar a

’
e .

at ivel
y l a rg e i n dividu a l o d e rs a n ec e ss ary if m nu r re a a

f act u re s g o ods a e s ld nly by his o w ns al es ment o t h

’
r r o o e

ret il tr ad e Th e j obb er s s l esm n h w ev er d eals in

a .
’
a a , o ,

a hu n dred or a t h ous nd article s H is s al e s o f c at sup t o

a .

e a ch sm all d e l er m ay b e v ery sm all but w i t h t h e o rd e r

a ,

f or c atsup is i nclud ed an o rd er f or m any o t h er thi ngs ,

so th t t h e t ot al s al p ays l arg e enough p fit t o j us

a e a ro

t ify t h e xp ns e o f t h e s o lici t t io n Th r e is n
e e o d e l er a . e a

s osm ll th at h e is n t visi t ed fr equ ently by j obb ers

a o
’

s al esm en .

1 12 S h ip pin nd st orag e ser vice — T h e manu f ac

.
g a

t ur er w h o ships di e c t nly t o t h j obb c ne ff e ct t h

r o e er a e

s avi ngs r esult i ng usu lly fr m t h e e xclusiv e h andling a o

o f r el ativ ely l arg e shipm ent s T h e r ou t i ng nd p acki ng . a

ch arg s f o few l arg e o d ers are much l ss t h nsimil ar

e r a r e a

ch arge s for m ny sm all er o rd ers I n dditi on t h e m anu

a . a ,

fac t ur er s av e s much inst or ag ch rg s I f t h e j obb r s e a e . e

’

s ervic es w r e not us d m s t m nu f actur ers w ould h v

e e , o a a e

t o u se l o c al w ar eh ous s t v ri ous dis t ibu t i n g p o i nt s

e a a r

so th at r et ail e rs c uld t t h e ir suppli so c on v eni ent ly e e

g
an d promptly T h S hr edd d Wh at C omp any e sti
. e e e

m at es t h t by elimi n t ing t his xp ens e nd usi ng t h e

a a e a

st r age f acili t i es f t h e j bb r it makes a s avi ng o f t w

o o o e o

c ents a c as e p e m nt h r o .

1 1 3 S ervice inc rryin cco nt s — T h e j obb er fr e e s

.
g a u a

t h e m an u f cture r fr om t h e pr obl em f r t il cr edi t s

a o e a .

T aki ng ou illustr ati onagai nfr m t h e gr oc e y fi ld w

r o r e ,
e

fi nd t h at t h m anuf actur e r wi t h c ompl et e n t i onal dis

e a a

t rib u t ion if h e d ealt dir ect wi t h r et ail rs w uld h av

, e o e

t o c arry t h e acc ou nts f co n sid r ably m re th ana qu ar o e o

 THE JO BB E R S ’
SE R VIC E 107

t er of a milli o n d eal ers T h e xp ns e o f b oo kkee ping . e e ,

o f t h adjustm ent o f cr edit r l at i ons o f c ll ec t i ng

e nd e , o , a

t h e l o ss es f rom b ad d bts w uld n ec e ss rily b e v e ry e o a

great Ont h e t h e r h and t h e m anu f c t ur r f a g ro

. o , a e o

c ery sp eci alty w h o d eal t o nly w i t h j bb ers w ould h ave o

no t o v e r a cc u n t s ; it w uld b e c mp ar t i v ly e as y
o o o a e

t o o bt a i ncr edi t i nf o rm t i o no n ach cu st o m er ; m n y of a e a

t h e m w ould disc o u n t t h eir bills ; and cl ric al and ot h r e e

simil ar i t ems o f e xp ens e c ould b e cut to a c mp arat iv ely o

sm all minimum .

1 1 4 V ria t io n s in j o bber s ser vice — N ot a l l m a nu

’
. a

f a ct u e s w h s ll t hr ugh j bb e rs m k u
r r o e f ll t h e e
o o a e se o a s

forms Of t h e j obbe r s s ervic e F or i nst anc t h e pr ae ’

. e,

tic e o f m ak ing drop shipm ent s fre s t h e j obb er from

“
e

t h e actu al h an dli ng of t h e g ods D ro p shipm ents e “

o . ar

m ad e direct from t h e f c t ory to t h e ret ail ers on o a , r

d ers t aken e i t h e r by t h e j obb er s o t h e m anu f acture r s ’

r
'

s l e sm en; t h e shipm ents however are bill ed by t h

a , ,
e

m anu factur er to t he j obb er ; t h e j obb e r t ake s all t h e

re spo nsibili t y for c oll ecti on; and t h e fi n nci al arrange a

ments b twee n j obb er and m anuf ctur r are e xactly

e a e

t h e s am e as th ey would b e if t h e g oods w e r first shi pp e d e

t t h e j o bb e r a nd th e nr e shipp e d by him t t h e re t a il r
o o e .

M any m anufactur rs w hile r elyi ng n j obb e rs for t h e e ,

o

bulk o f th eir busin ss als o s end their w n s al e sment e ,

o o

c all o nr t ail e rs I f t h m anufactur r s p lic y is t pr

e . e e
'

o o o

f t t h j bb r b v givi n
ee e o g him his pro fit 0 a ll g od so ld
e 11 o s

l his cu t m rs t h e i n a nd t u r s s al sm na re chi e fl y
' ’

o s o e , i ac re e e

trad missi nari s em pl y ed prim rily t t alk t h ma n

e o e , o a o e

u fact u re r s go ds t t h r t il e rs a n id t h e job
’
o d t o e e a o a

b ers s l esm e n in t aki ng rd rs I f th es e manu fac

’
a o e .

t u er s s al sm n th ems lv e t ak rd rs f ro m reta ilers

’
r e e e s e o e .

t h e ret il r is a k d t n m t h e j ob be r throu g h wh o m
a e s e o a e

t h e rd e r i t g ; t h s al e sm a ns n
O s o d t he rd er t t he
o e e s o o
1 08 MARKE T ING M E T H OD S
j obb er name d ; j obb e r g et s his r gul r profit onit ;
t he e a

an d th rd r is fill d ei t h r fr om t h e j obb er s st o ck
e o e e e
’
or

fr m t h e f act ry direct
o o .

B esid e s t h es t w o c omm onm odific at i ons o f t h e ordi

e

nary m et h od o f m k t i ng t hrough j obb r t h r e e

ar e a e , e ar

o t h er w ys in which s o m e m n
a u f c t u ers v ary t h e usu l a a r a

i t ems o f j obb e r s s rvic es N v r t h l ess t h e j obb er

’
e . e e e

s t ands r dy t o giv t h e fi ve ki nds o f s ervice t h at h v e

ea e a

b een m nt i n d I s t his s rvic w t h W h at is p id f

e o e . e e or a or

it C uld e m u c u r p r rm it fo l ss I n
? o t h n f t e e f o a a ? r r e

m ny c as s no I t is t ru e t h at a l arg numb er o f man

a e , . e

u f ct u e s d o n
a r r o t d e l t hr ough j obb ers ; s om e o f th eir
a

r eas ons a e t o b e c onsid er e d in t h e n ex t ch pt er B u t

r a .

t h e f c t r em ai ns th at t h e j obbe r is ina p o si t i nt o giv

a o e

v alu bl and ch e p s ervic e in c onn c t i on wi t h m ny

a e a e a

ki nds o f m anuf c t ur ed g ods and t h t t h e m nu fa

a o ,
a a c

tur r w h o c n ob t i n his c op r at i on h as nlis t ed t h

e a a o e e e

supp ort of n fli ient nd an c n mic al s elli ng aid

a e c a e o o .

1 1 5 H o w t h e jobber serves t h e r et iler — Al t h ugh

. a . o

th e fact t h at t h e j obbe r l ow ers t h c st o f wh ol s l e o e a e

dis t ribu t i n o f m any m nu f ac t ur d r t icl s is n im

o a e a e a

p ort nt point in his d fens e his chi f j ust ific t i n is

a e , e a o

f u nd in t h e f ct t h t his s ervic es m ak e p ossibl e t h

o a a e

e xist en c e o f t h e t h ous nds f neighb orh oo d r t ail s t or s

a o e e

w hich u r buyi n
o g h bi t s d em nd T h b es t w y in
a a . e a

w hich t o u n d rs t and wh t t h e j bb er d es fo t h e
e a o o r e r

t il e r is t
a im gi ne a t ypic l s cc ess ful s t ore o f t h
o a a u e

sm all r s ort e — n ighb orh o d gr c ery s t or e f r x m

a e o o o e a

p l e . This s t o e h as nit s sh lv s
r o m or e di ff er n
o t e e r e

ki nds o f br ands o f go ds Th y e m d by p rh aps o . e ar a e e

3 0 0 di ffe r en t m an u f ct u ers T h e st or h s b nb y
a r . e a ee u

ing it s st o ck f r o m t hr o f u j bb ers N ow supp s

ee r o r o . o e

t h t al l t h j obb rs
a e limi n t d o v r nigh t T h e r
e a re e a e e . e

t il m e rch an
a t w ak s u p s me m rni ng t fi nd t h t t h er
e o o o a e
 T HE JO BB E R S ’
SE R VIC E 1 09

a re m re j obb ers ; h e mus t buy ev ry i t m in his

no o e e

s t o ck dir c t ly f r m t h e m anu fact ur e r Wh t w ld be

e o . a ou

t h ff
e ee ct ? I n9 0 p er c e n t f t h e c a s e s t h e r t il r w uld o e a e o

pr b ably g ou t o f b u si ne ss but if h e sh uld b abl t

o o , , o e e o

ad j us t hims l f t o t h e n w c n e di t i o ns h e w o uld fi nd e o ,

himse l f int h e fo ll w i ng si t u ati on o

F irs t t h e r et il e r w uld h av e gr eat difficulty in k eep

a o

ing compl et s t o cks in any li n e Wh e nbuying from e . a

j bb er h e ank eep m em o r ndum o f need d supp li s

o , c a a e e ,

nd giv e lump o rd e r wh e n t h e j bb e r s s al e sm anm ak e s

’
a a o

h is f r qu ent r ou nd
e Ev enw ith t his e sy m e th od o f o r
. a

d eri ng t h e v er age r e t a il er finds it exc edi ngly d ifficul t

,
a e

a lw ays t o h v e onh nd a supply of ev nt h e co mm n st

a a e o e

st pl e s I f h e h ad no j obb r t o deal wi t h t h ne ce s ity

a . e , e s

o f c ns t nt r rd ri n
o a g f r o m m any m a nu f c t ur rs w uld
eo e a e o

be an bs t acl e t o succ e ss w hich c uld o n

o ly b av o id d o e e

by t h i ntroduc t i on f an el ab rate and expe nsiv e y

e o o s s

t m o f s t ock r e c o rds n
e d purch asi ng pro c dur a e e .

T h e actu al t im sp ent in s ee i ng t h e l sme n f 3 0 0 r e sa e o o

m o re m nuf cturers o in o rd ring f r m th eir c t a lo gs

a a r e o a

would b e n rm ous T h e sm all d l r w uld g o u t

e o . ea e o o

o f busi ne ss if h h d t sp e nd pr ctic a lly ll o f his t im e

e a o a a

in this w ay Ev enu nd er t h e j bbing syst em h e finds

. o ,

th at a gre t p t o f his tim e is t ak nu p w ith s ee i ng co m

a ar e

p et ing j bb rs r pr s en t tiv e s nd t h e s al e men o f t he

o e
’
e e a a s

c mp ar t iv ly sm all numb r f m nu f actur rs th at s e ll

o a e e o a e

d ir e ct Wi t h t h e j bb e r limi n t ed nly t h e l a rge t

. o e a , o s

st res empl ying m any re p ni bl buy r could u r

o , o s o s e e s, s

vi v e .

T h e r t il er w o uld h v gr a t di ffi culty inkee pin g a

e a a e e

w e ll s el ct d
-
nd a w ll b al ance d t ck Im ag i ne t h e
e e a e -
s o .

av e r g e d al r n
a ec s arily w ith ut p ific k n w led g e
e e , es o s ec o

o f t h e qu ality a n d s lli ng v alu f e ve rv c m pe ti n

e g lin e e o o

in his t ck imp r t un ed co ns t antly by a h rd o f sa l s

s o , o o e e
1 10 M AR KE T I NG ME T HODS

me nt o sto ck l rg qu nt i t i s f n li n t t h xp n
a e a e o o e e a e e e se

o f no t h er
a I n vi t bly h w ould fi nd hims l f ov r
. e a e e e

s t ck e d in s om e t hi ngs nd u nd rs t ock e d in ot h rs
o a e e .

O ne f t h e gr e t e s t s rvic s r end e r d by t h e j obb er

o a e e e

is t h e aid his s l esm n giv t h e r et il r in t h e l t t r s

a e e a e a e
’

e nd e v t k e p a c ar f lly s l c t d c r fully b l anc d

a or o e e u e e e , a e a e

s t ck f g ds T h e j bb er is k nly aw r f t h n
o o oo . o ee a e o e ece s

sit y f cul t iv t i ng t h e c ont i nu d g d w ill of his t d ;

o a e oo ra e

h know s t h at his o w nsucc ess is b ou nd up int h e s ervic e

e

h gi v e s t o ach f his cus t om ers ; h k now s t h at t h e s

e e o e e

cr et Of r t il su cc es s is l rgely m t t r f mi nimum
e a a a a e o

s t cks quick turn v ers f c pi t al nd fr equ ent pu

o , o o a ,
a r

ch s s Wi t h t h e j obb r g ne it is n t t b e xp e ct ed
a e . e o , o o e

t h t ach o n
a e
e f a mul t itud f c omp et i ng m nu f c
o e o a a

t u r er s w o uld h av e t h e s m e s o lici t ud f r t h e i ndividu l a e o a

r t il r s c nti nu e d succ ss t h at t h j obb er now h s f r

e a e
’
o e e a o

his cust om ers T h j bb e r d s not p sh any on ki nd

. e o oe u e

f g ds rdi n rily ; h e t ri e s t o b u ild up t h e r et il e r s

’
o oo o a a

b u si n ss s a wh ol nd h r nde rs v lu abl e s ervice by

e a e, a e e a

a idin g him w ith all ki nds f buyi ng nd s lling pl ns o a e a .

I nm any li ne s t h e r t il e r w ould h av t o purch s in e a e a e

much l arg r qu nt i t i s t h an if h b ugh t f ro m t h e

e a e e o

j obb er b ec us t h e s o lici t ati on f sm ll rd rs would

, a e o a o e

n t p ay t h e sm ll o ne li n m anu f actur er This w ould

o a -
e .

m eanth t t h e d e l r w ould h v e t o h v a much l arg r

a a e a a e e

c api t al t h n is n w r equired f him t o d

a pr ofit bl e
o or o a a

busi ness I f his busin ss r em i n d sm ll it no w is

. e a e as a as

o n t h av er g e h w o ld h v m r c pi t l ti e d up in
e a , e u a e o e a a

g ds h e c uld turn his c api t l l ss ft nt h n h

oo ,
o n a e o e a e ca

now nd c o ns equ ent ly his pr o fi t s w ould b e pr ohibi t iv ely

, a

l w
o H w uld i t h r h v e t g
. e o ut f b si n ss or his
e e a o o o o u e ,

p ic s t his c s t om s w ld h av t b g eatly in
r e o u er ou e o e r

cr s ed
ea .

T h e nece ssi t y f or l rg e purch as es in e ach li ne w ould a

als r esul t ini ncr e sed s t or ge sp ac T h m ll d al er

o a a e . e s a e
 THE JO BB E R S ’
SE R VIC E 111

no w r li s e j bb er t c rry his sur plus s t ock for

e o nt h e o o a

him H e buys fr qu ent ly nd insm ll qu ant i t i e s and

. e a a ,

in t h t w ay not only turns his c pit al m ny time s yea r

a a a a ,

bu t ls o d e s busi ness wi t h a mi nim u m f o v e rhe d e x

a o o a

p ns e Add ed w ar h us ch rge s w uld i ncr as e his

e . e o e a o e

ow n co s t o f d oi n g busi n ss nd w ould h v e t o be r e , a a e

fl ct e d inhis pric s t o t h e public

e e This w ar house co st . e ,

which adds pl ac e and tim e u t ility to c omm odit i es must ,

be m et by s o m e o ne ; if t h j obb e r d oe s not m e t it t h e e e ,

m anufactur e r o r t h e re t ail r must and it is prob bl e e , a

th at t h e j obb er w h o is a sp ci list in w areh ousi ng as

,
e a

w ell as in s elling c n s t or goods m o re ch eaply than

, a e

e i t h er o f t h e o t h er f ac t o rs int r ad e .

With out t h e j obbe r t h er e w ould prob ably be a ce ss a

t io n o f t h e cr edi t rr ngem e nt t h at no w practica lly re

a a

su lt s int h e j obb e r s fur n ishi ng m ny r et iler w i t h m o s t

’
a a a

o f t h e c api t al with which h co nd c t s his b u si ne ss T he e u .

struggli ng m erch ant w h o giv s a sh o w f abili t y can e o

usu ally fi nd som j obbe r t o b ack him u nt il h e get s on

e

his feet I n v ery t ow n t h ere e ret il rs w h w o ld

. e ar a e o u

h av e t cl ose th e ir do o rs t omo rro w if it w ere no t f r

o o

t h e l en i ency and goodwill o f j bb e r T h e j obbe r often a o .

is t h e r et ail er s b ank e r ; h e e xte nds him credit not par

’
,

t icu l arly b e c aus e h e w n ts to d a favo r bu t becaus e it is

a o ,

goo d busi ness t o h elp t he man w h give s evid enc f o e o

b eing abl e t o succeed C rt i nly w ith t he w ithdrawal f . e a o

t h e j o bb r an d t h r e sulti ng k e nd e sire o f m an
e e y co m e

pe ting m anufacture rs t g t t h i m ne v w i t h ut d el ay o e e r o o

an d with o ut risk f l ss t h ve r g
o ma nd e siri ng t o g
o , e a a e o

i nt o busi ness w ould n t be abl t c mm and e nough cap o e o o

it l to c nduct r t il sto r
a o a e a e .

1 1 6 W h en t h e j bber i n
. ece s ry
—o I n this co nsid s s a

cr ti o n f t h s rvic rend e r d t h ret il e r by t h e job

a o e e e e e a

he r, w h av e in mind t h se ret ail li n s inw h ich j o b bin g

e o e
1 12 M AR KE T ING M E T H OD S
pl ys a str ong s t p rt I f s t or d e ls ing ods th at
t he e a . a e a o

ar e of such n t ur e t h t t h e nt ir e s t o ck can b b ough t

a a e e

fr m f e w m an f ac t ur s t h e j obb er s s r v ic e is not
’
o a u er , e

imp or t ant This is l arg ely t h e c se w i t h s t o s h andli ng

. a re

sh oes fu rni t u e cl ot hi ng et
, rT h e elimi n t i n o f t h e
, ,
c . a o

j obb er would not gre tly h ndic p t h es e s t r es b ec us a a a o , a e

in p erh aps t h e m aj ri t y o f c a s s ev en t h e sm ll s t o f e a e o

t h e m a e a lr e dy purch asi n
r g dir ct ly f r m t h manu f
a e o e ac

t ur e r I t sh uld ls b e r em emb er e d t h t w
. o a e nt
o a e ar o

c onside ri ng t h dv nt ges nd dis adv nt g es o f t h

e a a a a a a e

pr s nt sys t em o f mult i t udi nous sm ll st o s sc t t r ed

e e a re a e

ev ery w h r t hr ughou t t h c u n
e e try nd of t h pr s nt
o e o a e e e

sys t em o f i nd p end ent st rict ly c omp et i t iv r el t iv ly

e , e, a e

small u ni t s o f m anu fac t uri ng I t is p ssibl t h at w i t h . o e

f w e nd m ch l g r r t il s t
er a u nd w i t h c mbi n
ar e e a ores a o a

t i ns
o m ong m nu f c t ur s f t h p p s o f m
a a a er or e ur o e or e

e c onomic al m k et i ng t h r e w ould be l ss nec essi t y f o

ar , e e r

t h e j obb er s s ervic e s Und er p es ent c ondi t i ons h w

’
. r ,
o ~

eve r — nd t h os ea th on ly c ondi t i ns w or t h consid

are e o

eri n g t h j obb er is ft en ess nt i l t t h exis t enc e f

— e o e a o e o

t h e v er ag e r t ail s t or inm an
a y s t pl li nes
e e a e .

1 1 7 J o bber s ser vice t o co n su m e —F i nally t h e job

’
. r .
,

b er s erv s t h e co nsum re H e pe rmi t s t h e exis t nc o f

e . e e

t h ne ighb o h o d s t or
e w hich is d m n
r o d d by ou r mode, e a e

er nbuyi n g m t hods ; h is n ff c t ive f c t or incr eat i ng

e e a e e a

pl ac e and tim t ili t y ; h p vid s n ec nomic al

e u e ro e a o

m et h o d o f m ark t i ng f m any m nu f c t ur rs and e or a a e ,

t h er by ke ps d o w np ic s ; h
e e nc our g e s r et il c omp e
r e e e a a

t i t i on i n cr e s e s r t il ffi ci ncy t ends t w d ou t t h e
,
a e a e e ,
o ee

u nfit in m e rch ndis e and t nc our ag t h s l e o f goods

a o e e e a

o f qu ali t y I nshort h e t ouch s t h e li v e s o f t h e public

.
, e

in such v ri ety f w ys t h t if h e w er t o dis app e r

a a o a a , e a

fro m t h e m erch ndisi ng fi eld w e sh ould fi nd ours lv e s

a , e

s eriously i nc onv eni enc ed ; w e should b u nd r t h e neces e e

 T HE JO BB E R S ’
S ER VIC E 1 13

sit y o f a b andoni ng ol d buyi ng h bi t s nd f rmi ng n a a o e

t ir e ly new r e l t i o ns wi t h t h s ourc es f supply of m ny

a e o a

o f t h e thi ngs t h at w e e t and w ar nd u s a e a e .

1 1 8 A cl e rin h o se for mer ch n d i — O n ph s

g u a se a e a e
-
.

o f t h e j obb e r s g e n er a l s e rvic e to m an u fac t urers re t il

’

, a

ers an ,d t h e public lik e is br ugh t u t in t h e foll o wi nga o o

articl e which a pp ear e d inP rin t ers I nk

’

By t he op e r a t io n o f a t ra ns fe r st a t io n at W v ly Na er , . J .
,

P
nnsylv a nia R a il r o ad in o ne yea r sa v e d fre ig h t ”
“
t he e

c a rs I n o t h er w o rd s inst ea d o f send ing a c a r l o a d from so me

.
,

sma l l t o w n in N ew Y o r k S t a t e d ir e c t t o so me fa r a w a
y d es t i
-

na t io n a nd r esh ipp ing v a r io u s sma ll sh ip me nt s a t innume r a b l e

p l a c e s e n r o u t e t h e c a r is r u sh e d t o W a v e r l y w h e re it is u n
, ,

l o a d ed a nd it s c o nt e nt s c o nso l id a t ed w it h t h o se fo r t he sa me
d e st in a t io ns f r o m ma n o t h e r c a rs f r o m d iff e r e nt p l a c es so t h a t
y ,

so l id c a r l oa d s ca n be sen t t h r o u g h t o ea ch o f t h e t o w n s fo r

w h ic h sh ipme n t s w e re incl u ded in t h e o r ig ina l c a rs .

T h e j o bbe r is t h e t r a ns fe r st a t io n o f t h e b u sin ess w o r ld

“ ”
.

H e r e c eiv es l a r g e sh ip ment s fro m ma nu fa c t u re rs su bd iv id ing ,

ea c h sh ip men t a nd c o nso l id a t in t h e su bd iv is io n s so t h at a
g
sma ll q u a n t it y o f ea c h ma n u fa c t u r e r s sh ip me n t s a re sen t in
’

o ne l a rg e a
g g re g at e to ea ch r et a i er l . Thi s is j u st t he sa me as

k c l l
ma ing u p a r o a d o t s o f sh ipment s fr o m a r io u s t o w n s to v
so me o ne t o w n a s is d o n W v l
e a t t he a er
y s t a t io n I f w e st o p .

to t h ink w h t n x p n iv nd inc nv ni nt t h ing it

a a e ld b e s e a o e e w ou e

fo r ea ch m n f c t t m k m ny m ll h ipm nt t
a u a u re rt il o a e a s a s e s o re a

e rs, nd h m c h it
a l d dd t t h c t f c n m
ow u w ou a o e os o o su e rs , we

w ill c t l k t t h j bb
ease o dd ing
oonn c il
a y t t h e o er as a u e essa r o e

c t f d i t ib t i n
os o s r u o .

M any
p eopl w h b li ev e int h e j obb er s se rvice how ’

e o e

eve r arc s eri usly qu ti ni ng wh t h er h i fu n t n in

, o es o e s c 1o

sorting and r ship pi ng goods s nt t him by t he m anu

e -
e o

f ctu r is a n c n mic l n
a re e I t is aid th t in me
e o o a o ,
s a so

lin m rch n
es di nits j ur n y fr m t he m anuf ctu re r
e a se o o e o a

I l l —8
1 14 MAR KE T ING M E T H OD S
t o t he r et aile r through a s eri e s of br ok ers and j obb ers
h s t o b c at ed nd u ncr t ed p ck e d and u np ack d s
a e r a a , a e , a

s r t d and fr eight ed so m ny t im s t h at an ppr eci abl

o e , a e a e

a m u nt is dd ed t h r eby t o t h pric e t o be p id by t h e
o a e e a

c nsum er D oub t l ss this is tru e On sugg esti on t

o . e . e o

r m dy this c ndi t i on is t h at t h e j obb e r sh all ct s l ely

e e o a o

a s a s l s a eg nt and a c ll ec t r and t h at h e sh ll n t
a e o o , a o

h ndl e t h g ds t l l I t is sugg s t d t h t l l his

a e oo a a . e e a a

o rd rs b e t k en nt h e drop shipm ent b sis ; t h at t h ey

“ ”
e a o a

a l l be s nt t o t h e f ct ory f or fill ing ; t h t t h r t ail ers b e

e a a e e

en c our aged t o buy int h e sm ll s t p ssibl e m ou nts ; and a e o a

th t t h m anu f ct ur e r ship t h ese sm ll am ou nts direct

a e a a

to t he t il ers by p rce l p o s t
re a I t is m ai nt i n d th at
a . a e

t his w ould n ot nly s v e t h m ny e xp ens s f r ship

o a e a e o e -

m ent b u t t h t it w uld ls o pe rmit d eal rs t all tim s

, a o a e a e

t o o rd e r g ods in sm ll qu an
o t i t i e s ana d so t o k eep om c

p l et e ss o r t m en
a t s in al l li n e s c on t i n u lly t hrough ou t t h e a

s as on T h e sch em e would d oubtl ess cc omplish t his

e . a

l t t r r esul t if t h e go ods w r e such t h t t h y could b e

a e e a e

h ndl ed inthis w y; bu t it is d ub t fu l if it w ould eff ect

a a o

an y s vi n ga in xp n s e b e c
e us e c
e e r t i,n ly inm ny kinds
a a a

o f b usi n ess t h e c o s t o f l rge nu mb r f sm ll p rc la a e o a a e

p ost shipm nt s would be inexc e ss f t h f r igh t ch arge s

e o e e

o n much l arg r qu n ti t i es e v en w h n n o m or e re
e a , e o e r

shipm nts by fr ight h a d t be m d e f t r t h e goo ds

e e o a a e

l ef t t h e f ct ory nd w h n t h e c st f
a a e o o

d l ing s w a s dd d T h e sch m e is int

a e . ti e er es

a s sh ow i n g t h p ossibility o f l t erat i nin s om e pb as

e a o

f t h e j bb r s f u nct i n w hil r t aini n g t h ss ent i l

’
o o e o , e e e e a

f tu e s f his ac t ivity t h t m ake s him nec ss ry f ac

ea r o a a e a

t or inm any l in es o f m rch ndisi n g e a .

1 9 Tw o
1 m t h o d f w h o l s l se l lin — fi f e h
. e s o e a e g a

s een t h at t h er e e di ffer nt ki nds f r t il rs e ch

ar e o e a e ,
a

c mp eti t io n w ith t h e oth er s e t h er

'

o So d ifi ere . ar e
 THE JO BB ER S ’
SE R VIC E 1 15

forms of j obbi ng h o us e s di ff eri ng as int h e c se f t he , , a o

s ev eral typ e s f r et il ers not in t h e go ods th ey c rry

o a , a

but in t h e w ay inwhich t h ey e rg nize d t s ll t hem ar o a o e .

T h e typic a l j obbi ng h ous e s e lls it s g ods by tr av e li ng o

s al esm e n who c ll on t h e r e t ail trad e T h i nstituti o no f

a . e

trav li ng s l e sm enis as old as j obbi ng i t s l f I n so me

e a e .

wh o l es al e li ne s h o wev er trav eli ng s al esm enare not an

, ,

imp o rt ant factor I n t h e c as e o f d l rs in go ods in

. ea e

which styl e pl ys a l arg e p art it h as l ong b eent h e cus

a

t om f or buy rs t o m k e p e ri dic l visi t s t

e a t h e cen tr l o a o a

m rk et s nd t o o rd e r only a ft e r p erso n l i nsp ecti o no f

a a a

t h e j obb rs st o cks I n l l li n s th r e is a gro w i ng t e nd

’
e . a e e

en cy t o e nc our ge p rs n l visits f buy ers t j bbi ng

a e o a o o o

c ent ers for t h e purp o s e f stimul ti ng pl s ant pe rs na l

o a ea o

r el ati o ns b etwe en t h e supply h us e and t h e r t ile r o e a .

N eve rth l e ss t h e b ackb n e o f t h e aver age j obb ing busi

e o

n ess is t h s al esm n w h c arri e s t h e j bb r s m ss ag

e a o o e
’
e e

from sto r t o st o re and f r m t o wn t o t w n T h e c omp e

e o o .

titioninj obbing ch annels is xtrem ely s e ve re and it is e ,

ge ne r ally c onsid e re d th at t h e h ouse th t d s no t g u t a oe o o

a ft e r t h e busi n ss w ith c mp t e n
e t r epr e s e nt a tive s c ann t
o e o

comp et e with t h e h ous e th t d oe s a .

T h busin e ss w o rld h o w ev r h a b een f u rnish cd w ith

e , e , s

e vid nc e duri n
e g r ec ent y e rs t endi ng t sh w th at trav a o o

e li ng s al esm en c ert ainly ar n t n c e ss ary in al l c se s e o e a

an d th at possibly th e ir i nflu nc e infuture w ho l e s al s e ll e e

ing wi ll be c onsid er bly dimi nishe d Wh l s al e s e lling

a . o e

by m a il alth ugh n t as sp ectacul ar as t h e activiti es o f

,
o o

t h e gr e at r t a il m ail o rd e r h us e s h as d ev e lo ped t
e -
a o ,
o

surprising xt nt E n rmous wh l s al e busi ness e s like

e e . o o e .

Butl e r Br t h rs nd t h e B altimo re B argai n H ou se

o e a .

sh o w ing y arly s l s f milli ns of d ll ars w r t h o f

e a e o o o o

g ds h ave b e nbuil t u p stric t ly na m ail rd e r basis

oo , e o -
o .

T h e fac t th at th ey h av e be en succe ssful n ecessit ates seri

116 MAR KE T ING M E T H ODS
ou s c nsid er tion f t h em s p o ssibl e fo r eru nners o f a
o a o a

c omi ng c mm onf orm o f wh l e s l m rk t ing

o o a e a e .

1 20 Ad v nt g es of u sin s l esm en — S m e of t h e
.
g aa a o

c mp t i t i ve dv ant ge s o f wh ol e s l e s elli ng by s l sm e n
o e a a a a e

a e t h e f o ll o w i n
r g:
T h e j bb e r can d ev el op a p ersonal fri ndly r el at i on
o , e

w i t h t h e t r d e t hr ough his r e pr es en
a t t iv e s A purch as r a . e

usu lly pl c e s his ord r wh er e h e ang t t h e b est servic

a a e c e e

a nd t h e m o s t s at is fac t ory g o ds at t h e lo w est pric e ; but o

wh en t w o r m or h ous e s off er him appr oxim t e ly t h e

o e a

s m e t erms t h s m e pric e and qu alit y nd t h e s am

a , e a , a e

s ervic e his p rs on l r el t i on wi t h t h e h ous s or wi t h

, e a a e

th eir re pr s nt tiv e s is lik ly t o b e t h e d et ermi ni ng f c

e e a e a

t or int h pl ci ng f his o d e r
e a o r .

T h e s l e sm n n giv his employ e r i nf rm ati on r

a a ca e o e

g ardi ng t h cr edi t o f t h e r t il er nd m y als o b e f

e e a , a a o

m at eri l ssis t anc int h e m at t e r f c ll ect i ons

a a e o o .

A s al e sm anw h o k no w s his li ne and w h o is skill d in e

his busi ness canus lly ob t ai na l rge r rd er from a r e ua a o

t ail r th n t h l t t r w
e a ld o rdi n rily giv if h e w r e
e a e ou a e e

o d ri n
r g only f om a c at al og
e r .

T h e s al e sm nk no w s l c l c ndi t i ons a s w ell as g n

a o a o e

e r l m erch ndisi ng m et h ods H c n o ft en giv e t h e

a a . e a

r t ile r v alu abl e aid in m e t i ng l oc al m rket i ng pr b

e a e a o

l ems .

M uch wh l s al e s elling is d one by m e ns o f s ampl e s

o e a

t h t ar e c rri e d by t h e s l e sm an T h e m ail o rd e r j obb e r

a a a .
-

must mak e s al s s l ely by t h ttr ctive ness o f t h e pic

e o e a a

t u r e d an d pri nt ed d scrip t i ons o f his g oo ds e .

1 2 1 Ad v n
. t g es o f sel ling yb
a m a
ail — I n c o ntr a st t o

th s e p oi nts f compe ti t ive str engt h of t h o rdi n ry job

e o e a

b er t h w hol e s l er w h o s ells by m ail h as c ert ai nd efi nit e

,
e a

ad v n t ge s
a a

H e is f r ee fr om t h e d ng e r o f l o si ng cust om ers w h o a
 T HE JO BB E R S ’
SE R VIC E 1 17

are so strongly t t ach d t a s l sm an t h t th ey w ill

a e o a e a

trans fer th eir t r ad t any h ouse by w h om h e may be

e o

e mpl oy ed .

H is free fr o m t h e p o ssibility of b e ing i nj ure d int h e

e

ey e s of h is cus t me rs by t h e irr e spo n o sibl thoughtle ss e,

a c t i o ns o r words o f s o m e s l sm nov e r wh s e sp ee ch a n d a e a o

m ovem ents at t h e b e st t h e j obb e r canex ercis e but lim

, ,

it e d sup e rvision .

I t is m aint ained t h at t h e m ail ord er j obb e r d oe s busi -

n ess at l ess co s t t h ant h e j obb er w h o s ells by s ale sm en .

Th ere ar e no figure s t o prov e t his h o w eve r , .

Th e m ail ord er j obb e r s ays th at his sys t e m o f s e lling

-

en c ourag es f r qu nt sm all o rd ers f rom t h ret il r

e e , e a e

which are m o st e ss e nti l t o r t il succ ss a nd which a e a e , ,

c ns equ ent ly a e f o t h b e st i nt er st o f t h e j bbe r

o , r r e e o .

O nt h e oth r h and it is m a i nt ai n e d th a t m n y j bb rs ’
e a o e

s al esm en a e so k een f o imm di at c mmissi o ns t h t

r r e e o a

t h y will l a d t h e r e t a il r r ga rdl s
e o f t h e ul t im a t e e , e e s o

e ff ct t h t t his m y h av e nt h busi n ss f b t h t h
e a a o e e o o e re

t a il e r a nd t h j obb r e e .

1 22 C o mbin
. a t io n of met h o d s — R l tiv ely fe w jo b e a

b ers empl oy e i t he r of t h e s e m th d f m rke t ing e x e o s o a

elusiv e ly N early ev ery h o us e th t mploys s le sm n

. a e a e

a lso issu e s a c a t al g o r pric e li t a n d ncour g

o it cus s ,
e a es s

t omer s t o rd e r fr e qu e n
o tly by m ail M ny j bbers ad . a o

ve rt ise e xt e n sively in tr d e p ap rs a nd e nd u t l ab a e ,
s o e

o r at e circul a rs an d nn unc m nts T h e d sire t

a o e e . e o

utiliz e ev e ry p o ssibl m eth d f c o ntact w i t h cust mers

e o o o

h as i nduc ed som e j obb rs t publish h u e rg ans which e o o s o .

c arry th ir adverti ing and in dditi n c nt ai nso much

e s , , a o . o

m att er o f gen eral i nt re t th t they may be cl ss e d e s a a

alm o st as busin e ss m g azi n es C o m petiti n is kee n in

a . o

t h e j obbi n g field nd with f w xc ptio ns t h e g reat t

, a e e e es

succ ess is w nby th o s e w h o u se bo t h salesmen and t he

o
1 18 M AR K E T ING M E T H ODS
m ils t o s olici t o rd ers This c ombi n t iono f m ethods is
a . a

p r t icul arly adv nt ageous in t h e c s e o f t h os e j obb rs

a a a e

w h o s e s lli n
e g c o s t s a e high by r s n o f a l rge t erri
r ea o a

tory and wid ely sc at t ered cus t om rs

e .
 C H APTER V III
TH E J OBBE R S S
’
TATUS
1 23 .J obber no t t o be abo lish ed — D e spit e t h e s ervic e
th at t h e j obb er is ina p o si t i o n t o o ff er to m anu fac t u e rs r

an d r e t ail e rs t h e r e is a c o nst antly i ncr easing numb e r

,

of m anufacturers w h o d ecli ne inwhol e or in p ar t t o t ak e

adv an t age o f th o s e s ervic es and anequ al numb er of re
t ail ers who pr e f e r t o m ak e th e ir purch as e s dir ect fro m
t h e m an ufactur e r Why ? B ef or e inv estigati ng t h e re a
.

s ons for t h e ch anging st atus o f t h e j obb e r and his de

clin ing imp o rt anc e a s a f ac t o r inm a n y ki nds o f m e rch an
disi ng let us fix firmly inmi nd t h e fac t th at t h e j obb e r
,

is not go i ng t o be elimi nat ed I t is tru e th at h e is b e i ng

.

elim in at ed in s o m e ki n ds o f busi ne ss ; it is also tru e th at

his fu nct i ons are b ei ng gre atly ch ang ed in t h e rs But o .

th ere is a wid e di ff erenc e b e tweent h e elimi nati o no f s o me

j obb ers and t h e elimi nati o n f t h e jo bber U nt il w e
o .

ab a n d o nt h e c ompe ti t iv e syst em o f i ndustry s ome j ob ,

b ers will b e nec e ss ary ins om e li ne s o f i ndus t ry S tar t .

ing with t his u nd erstandi ng w e a re t o i nquire int t h e

, o

r eas o ns for t h e ch ao t ic c o nditi o n in m arke ting w hich ,

s eems t o h ave fo r its c e nte r t h e ch angi ng status of t he

j bb e r and his fight fo r e xist e nc \
o V e a re t o asc e rt ai n
e . .

first why it is th at m any r e t il rs a re w illi ng t o fo r eg o

, a e

t h e j o bb e r s s e rvic e t o th em a n d se c n d w h y it is th at
’

, ,
o .

m any m anufacture rs a re l eavi ng t he j o b ber p artly o r

en tirely o u t o f th e ir sch eme s o f marke ti ng .

1 24 I n
. creased b uyin
g p o w e r of r e t ail ers — F irst why ,

is t h e r etail e r i ncreasingly ag r t o ma ke h is pu rch ases

e e

1 19
1 20 MARKE T ING M E T HODS
dir ect from t h e m anu f c t ur r T h m o st imp ort ant a e ? e rea

sonpr ob ably is t h i ncr e s e d siz f r t il buyi ng u ni t s

e a e o e a .

As s oon as a r et ail e r d ev l ops his busi ness t o such an e

e xt n e t th at h e canbuy goods inv e y l rge qu anti t ie s it r a ,

is n atur al fo him t w ish t o buy f r om t h m nu fac t ur r

r o e a e

a t t h e s am e pric e t which t h e m n a u factu er w ould s ell a r

t h e s am e qu an tit i e s t o t h e j bb r H e want s t h e j b o e . o

b er s profit for hims elf Wh en it is u nd ersto o d th t

’
. a

m any r et ail units— l rge sp eci al t y stor s d ep artm nt a e , e

stor es ch ain s t ore organiz at i ons nd t h e gre at m ail

, , a

o rd e r h o us e s — h av e l arg e r purch asi n g p ow e r t h nall ex a

c ep t t h e m o st e x t ensiv e j obbi ng e s t bl ishm nt s it is not a e ,

t o b e w on d er d at th at th y ar e willi ng t o t ak e ov er
e e

t h e j obb er s fu n cti no f stor g e pr ovid ed th y can b

’
o a , e o

t ain t h e s m disc u nts th at re o rdi n rily given t o t h

a e o a a e

j obb e r T h e f c t th at som e gre at r et il buy ers canand

. a a

d o g t mi nimum pric e s by b u yi ng dir e c t ly in qu ant i

e

ti e s i nflu enc e s t h e sm alle r r et ail ers ino rde r t c omp t

, , o e e

wi t h t h e ir s t r nger c omp etitors t form co op erat ive buy

o ,
o

ing e xch ang e s by m eans o f w hich purch s s r p ool ed a e a e

a nd m anufacture rs are ask e d to giv e t o t h e buyi ng ex

ch anges t h e s am e pr c es th at ar e ob t i ned by t h e l arg r
i a e

r t ail org niz ati ons buyi ng individu ally Wh na si ngl

e a . e e

r et il er or a group of r t ail ers d m nd dir ect buyi ng

a e e a

c onnecti ns ont h e s t r engt h f t h eir buyi ng p ower t h ey

o o ,

consci ously ab and on t h e l d id a t h at t h er e sh ould be o e

c ert in pric e s t o j bb ers b ec aus e th ey e j obb rs and

a o ar e

o th er pric e s t o r et il rs b c aus t h ey a
a e r et ail ers ; t h y
e e re e

s t up t h e n
e ew id e a t h at t h e o n ly b sis o f pric e di ff ren a e

t iat ionsh ould b e t h e qu n tit y th t c nb e purch s ed

a a a a , re

g a drl e ss o f w h e t h e r it is j bb r r t il e r o c on sum o r e , e a , r e ,

who canbuy t h t qu antity— al t h o gh s om f t h es e di

a u e o

r ect r et ail buyers would r efus e t o grant t o t h e consumer

 T HE JO BB E R S ’
S T AT U S 1 21

t h s m qu n
e a t i t y buyi n
e ag privileg s t h t th ey d em and
-
e a

f r t h ems e l v s as righ t
o e a .

1 2 5 E se of b uyin d ir ect l — R t a il rs n
. a g y e e o u r e e ar c

a g ed in t h eir at t empt t purch a s e di ec t ly by t h e in o r

creas ed e s e of d eali ng w i t h t h e m anu facture r T h e

a .

numb er o f m anu fa cturers s al esm en w h o can c ll up n ’

a o

ret ail ers is c ons t antly i ncreas ing ; facili t i e s fo r t h e quick

an d ch e ap tr nsport at i o no f e v e n sm al l shipm e n
a t s dire ct
f r m t h e f act ory t o t h e s t o r e are much b ett er th a n f o r
o

m rly ; t h e p o ssibility o f o rd eri ng frequ ently and co n

e '

ven i n t ly by m ail fr m t h e m an
e ufactur er is be ing r eal
o

iz ed m o r e t h ane v er b e f or e .

1 2 6 S o me lin
. es no t s o o
ld by j bbers — S o m e m anu
f act u red li n e s h av e d e v el o p e d insu ch a w a
y th a t t h ey ar e

no l onge r g en er ally h andle d by j obb ers R e dy t o w ea r . a - -

cl othi ng fo r i nst anc e is not comm o nly th ought t be a

, ,
o

profit bl e j obbi ng li ne Wh e ng oods o f this sort c eas e

a .

t b e pro fit bl to t h e j obb e rs t h e j obb e rs ab an

o a e d o nth m ,
e

or b ecom e m anu factur ers o nth eir w naccount and t h e o ,

ret il er is f rc ed t o buy f rom t h e m anufacture r

a o .

1 2 7 R et il er kno w s sou rces of su pp ly — T h e f ct th t

. a a a

c onsum rs are m ore and m o re acquiri ng t h e h bit f

e a o

buyi ng goods by nam e enc ur age s t h e h abit am ng re o o

t ail e rs o f t hi nki ng f t h e m anuf ctur r r ath e r th an f

o a e o

t h e j bb e r as t h e n
o atur l s urc e f supply fo r t h thi ngs
a o o e

inth e ir st re s As l o ng as cust m rs g e ne rally a ke d

o . o e s

s imply f fl ur t h e d e l r d id n t p y much at t enti n

or o , a e o a o

to brands and m anu f ctur rs ; h b ught usu ally on a a e e o

pric and qu ality b asis fr m t h e j bb r But w hen his

e o o e .

cust m ers b eg n t o ask f r G ld M ed al fl ur or some

o a o o o

o th e r adv rti ed br and t h m n u facture r s i nst ead o f t h e '

e s , e a

j bb er s n am w s t h e n th at n aturally o ccurred t
o
’
e a o e o

t h e r t ail e r wh e n h e t h ought ab ut rd e ri n
e g N ation al o o .

a dv e rtising h as m ad e t h e m anufacturer kno w nt o t he re

1 22 M AR KE T ING M E T H OD S
il e r
ta . d eal er k now s d fi ni t ely wh r e to g fo t h e
Th e e e o r

g dsoo h e w an t s ; h n l ng r h as t o d ep nd o nt h j b
e o o e e e o

ber f o al l o f his inf rm t i onr g rdi ng s ou rc e s of sup

r o a e a

ply .

1 28 j.o b berS o me
s sel l t o consu m ers — S m j bb rs o e o e

h av e nt goniz d t h e r t iler by i nv adi ng wh at t h e

a a e e a re

t a il er cl a ims as his fi ld T h j bb er o ft ens ells dir c t ly

e . e o e

t o l arg c n sum ers ; t h en t m ny jobbing h us es h v

e o , oo , a o a e

o p nly e st blish d r t ail s t r s This r ous s r es nt

e a e e o e . a e e

m ent m ng t h os r etail s w h o b eli v e t h at each fac t o r

a o e er e

in t r ad e sh ould s t ick cl o s ly t o it s ow n p ec li ar f u nc e u

t i on Wh en a j bb er owns s ev eral succ e ss ful r et ail

. o

s t or e s ina ci t y it is n t t o b e exp ected t h at t h e c m

, o o

p et i ng i ndividu lly wne d st o es will be eag r t in

a o r e o

creas e his pr sp e ity nd c omp t i t iv e s t rengt h by p t

o r a e a

r n o i ing his wh ol e s al e e s t blishm ent

z a .

1 29 T h e ch arg e of p rice d iscrimin

. at io n —F i nally . ,

t h e ch rg e h as b ee n m d e by s m e re t ail e rs a ss o ci at i n s ’
a a o o

t h t j obb ers do n
a ot h v e fix d p ic s f fix ed q ant i t i es
a e r e or u ,

t h t th y f av r c er t ai nd al rs an
a e o d discrimi nat e ag ai ns t e e

o t h rs an
e d t h at wh enone r et il e r buys g o ds f r m job
,
a o o a

b er a t a c e r t ai n pric e h e c an not b e sur e th t his nex t

, a

d oo r c omp et i t or is not g i ng t o bu y t h s m e qu ant i t y o e a

f r om t h e s am e j bb e r at a l ow e r pric eo This ch arg is . e

c rt ai nly not g n r lly t ru e : and yet s m e j bb rs not

e e e a o o e

on ly admi t it but ev end e f nd t h e pr c t ic e ont h e gr ou nd e a

t h at t h e shr e w d e s t buy r sh uld g et t h e b e st b arg ai n e s o .

But wh et h er t h e pr ct ic e is g ner l not r w h et h r it

a e a or , o e

is just ifi abl e o r n t it is r s ent d by m ny r et ail ers and

o , e e a ,

is h lpi ng in m any line s t o wid en t h e br each b etween

e

j obbe r and r et il er a .

W h y t h e manu fact u rer sells d irect — I nconsid

1 30 .

e ri ng t h e r easons for t h e m anufactur er s gr owi ng i nd e ’

n d ence o f t h e j obb er w e mus t cl a ss t h e m u nd er t w o

p e
 T HE JO BB E R S ’
S T AT U S 1 23

h ds ; firs t t h e r as ons th t might pply t o t h e o ld f h

ea e a a -
as

i n d j obb r w h h s n t v ari d h is c t ivi t i s f r o m t h

o e e o a o e a e e

hist o ric m o d l and sec ond t h r e s ons t h at pply o nly

e , , , e a a

t o t h e j obb e r w h o h s d e p ar t e d f r o m t h e l d m o d e l an
a d o

h as u nd er t ak enor ab ando ne d c e rt i nactiviti e s in na t a a

tempt t o s t reng t h nhis p o si t i on Th es e ch anged a t iv

e . c

i t i es h av e o ft enint h eir t ur nr e ct e d t furt h r ant g a o e a o

niz e t h e m anufact ur e r and t o mph siz t he pr c ri us e a e e a o

ness o f t h e j obb r s p si t i on F irs t wh at h s h pp ne d

’
e o .
, a a e

int h e fi eld o f t h e old li ne j obb e r th at h as ali en t d m an

-
y a e

m nufac t ure rs ?
a

1 3 1 J o bber s in a bilit y t o p u sh on
’
e l ine — T h e most .

noticeabl e d ev el opm nt is t h e eno rm us i ncre s e int h e

e o a

numb er o f m anufactured li n s which t h e j obb e r is sk ed e a

t h an
o dl e A r e c ent c at al o g o f a whol es al gr ce r co n
. e o

t in d
a e items divid ed m ong 724 di ff re nt ki nds f a e o

g ods Am o ng t h em f r i nst anc e w e re 1 0 2 brands f

o .
,
o ,
o

30 di ff e ren t ki nds f c ffee substi t u t e s St o o ,

of c anne d b eans and 75 ki nds f cigars ,

o .

sly t h e am ou nt o f r eal s al sm anshi p th at can e

b hi nd any o ne m anu fac t ur r s goo d by t h e

e e
’
s

s repr s ent ativ es is xc e di ngly l imit d I t is u t

e e e e .

p o ssibl e f r t h e j obbe r s s al esm n t k n w t he

o
’
e o o

o f m o r e th n a mi n ut e frac t i on o f t he
a

e supp s d t
ar s ll This i u ns atis f ct ry
o e o e . s a o

nu f t u r r w h w ant s t h e a id f p e nal s l s
ac e o o rso a e

ip in t h e pushi ng f his g ds T h j bb r s
'

o oo . e o e

s al sm an c ann t giv e p e rs nal t t nti nt m any li ne s

e o o a e o o

acc o rdi n gly t h j bb e r r fus s t o h andl e go ds f r which

e o e e o o

t h m an
e u factur r h as n t cr t d a d m nd as if h
e o ea e e a . . e

d es put th em o nhis pric list t h y d n t s ell

o e , e o o .

T h adv rtisi n
e e g m nufactur r fe ls th at in vi e w f t he
a e e o

aid h giv t h e j bb r by cr at i ng d m and t he j o bbe r

e es o e e e .

o ught t r ecipr c at by t lli ng his s al esm ant o g e t be

o o e e
1 24 M ARKE T ING M E T H OD S
hind adver t is ed go od s Oft en t h e j obb er d o es not see .

it in th at w y And infact why sh uld b e ? H ow n

a .
, , o ca

h e push on m anu f c t ur er s go o ds w i t h ou t b ei ng u nf ir
’
e a a

t o o t h e r m an ufact ur ers ? I f t h e m anu f actu rs f b t h re o o

I vory s o p and F airy s o p f i nst nc e d al t hr o gh

a a ,
or a , e u

t h e j obb r how cant h e j obb e r urg his s al esm ent o pu t

e , e

th e ir e ff o rts b ehi nd one br and wi t h out be i ng u nf ir t o a

t h e o t h e r ? T h e j obb e r s f u ncti on n w ad ays c an n t be ’

o o

t o push an y o ne l ne ; th e r t ic lly a t l
i e s t t h physic l o e a ,
a ,
e a

n ec e ssi t ie s o f t h e c s e c omp l him t o say t t h e r t il er

a e o e a
“
H er e a e m any di ffer ent br nds o f g ods Th y e
r a o . e ar

a ll good o I sh ould not b h andli ng t h em T k y o r

, r e . a e u

ch ic e This situ t i onis not s t is fact ory t o t h s m n

o .
”
a a o e a

u f ct u r e s w h o d o n
a r ot dv er t is o w h o w ant real s al s
a e, r e

s ervice t o suppl m ent t h ir dvert isi ng e e a .

1 3 2 D esire t o keep close t o m r ke t — T h d ev l p

. a e e o

m ent f adv rtising by t h e m nu f ct ur r h b ght a

o e a a e as r ou

l ong stri ng of c ons qu nc s t o ups t t h e m nu f act ur r

e e e e a e

j obb er r el ati on O n o f t h em is t h e d esir e of t h m nu

. e e a

fact ur e r w h o sp ends hug sums inadv t isi ng his g ods e er o ,

t o kee p incl o s e r t o uch w i t h his m rk t t h anis p ssibl a e o e

wh enh e d eals only t hr ugh t h j obb er H e w nt s t b e o e . a o

sur e t h at t h adv r t isi ng is b ei ng b ck ed t t h e l imi t by

e e a o

p rs onal s al sm nship l l t h e w y d w n t h e li n u nt il
e e a a a o e

t h go o ds ar d eliv e r d t t h fi n l c ns m r
e e e This d s o e a o u e . oe

not m ean n c e ss rily t h e limin t i on f t h j obb ; t h

e a e a o e er e

j obb er ought t o w elc om n t i n l dv r t isi ng if it h elps e a o a a e

him t o s ell m o re g oods w i t h l ess e ff r t I t d s m an o . oe e ,

h oweve r th t t h e m anuf ct ur r w nt s t o ex rcis e m ore

, a a e a e

an d m or e c ontr o l o v e r ll s t eps in his dis t ribu t i n and a o

a —
t h at h e o ft enis not s tisfi e d wi t h t h p assiv o rd r t aki n g e e e

a ttitud e o f m an y j bb ers s l sm en ’
o a e .

1 33 . N ecessit y of ch ecking p
u ad ver t ising
— T h e ad

vert isi ng m anufacture r wants to know d efinit ely wh er e

 T HE JO BB E R S ’
S T AT U S 1 25

h is go ds g i nt o c nsump t i on S upp o s
o o m nu fa o . e a a c

t ur r e f f d sp e ci l t y d e ls nly t hro ugh j bb rs

o a oo a a o o e .

H a dv e r t is es inn t i nal m g azi ne s but it is his p l i v

e a o a , o c

a ls t u se l oc l dve rtisi g new sp ap ers s t r t c rs

o o n — a a , ee a ,

billb ards et c inth s e t o wns wh re sp eci l dvertisi ng

o —
, . o e a a

e ff rt is nee d d
o Th er e a e s event y fi ve w h ol e s l e g r
e . r -
a o

c ers inC hic ag and h e s ells t o ll o f t h em H h a n

o, a . e s a

id e t h at his s l s t o consumers in C hic ago are falli ng

a a e

o ff b t h w nt s t m k sur e o f t his b f
u e a h sp n o ds a e e o re e e

m n y f l c l ad v rt isi ng H w c n h m k
o e or o a e . o a e a e

sure ? I t w i ll d h im no go d t o comp re his s al es t C hi

o o a o

c ag j bb rs t his y r wi t h t h s l e s l st y e r b c us e
o o e ea e a a a ,
e a

C hic ago j bb rs ship his g ds all o v r t h w e s t r nt e

o e oo e e e r

r it o y r nd t t l s l e s ll v r t h e dis t ric t cov ere d by

,
a o a a a o e

th em m y h av e i ncr e s d wh il ctu l d liv ri e s t C hi

a a e e a a e e o

c ago r et ilers m y h av d ecreas d T h e j bb e rs c n

a a e e . o a

gu ss t t h e situ t ion fo him b u t dv rtisi ng ppro

e a a r , a e a

i
r at ion s sh o uld not b m ad o na gu ssi n g b sis H e e e a
p e .

may s end r epr es ent at iv s t t h e r et il e rs t h ms lv s a nd e o a e e e

a ttemp t t o g et e x ct fi g u es n t gu ss e s fro m th em ;
— — a r o e

b u t if h e c na ff ord t o do this aft na w ill be n ece s as o e s

s y h e can a ff o rd t o el imi n te t h e j bb e r nd h ve
ar , a o a a

t h es r p s nt t iv s d o all his s e lli ng A

e e re e a m at t e r
e . s a

o f f ct t h m nuf a cture r w h o se lls o nly t hr ugh j bb e rs

a , e a o o

d e s no t kno w wh r his go ds g i nt c nsum pt i n

o e e o o o o o .

U nl e s t h e j bb ers r w illi ng t k p d finite rec rd s

s o a e o ee e o

o f t h shipm nts o f l l f his g ds a n

e e d t o u ppl y h im a o oo s

w i t h t his i nform ati on h e is h andic app ed in his adve rtis ,

ing a ctiviti s e .

1 34 . S o me j o bbers n t ag o nis t ic
a t o a d ver t ising .

So me j bb ers o res e nt nati o nal adve rtisi ng by manu fac

tur rs Thcy e . sa
y t h a t t h e pr o fit s o nad ve rtis ed g oo d s

a ret m ll ; t h y c m pl i n t h t t he m nu facture r i
oo s a e o a a a s

m ki ng f t h j bb r m r m chi ne : t h v re e nt t h i r
a o e o e a e e a e s e
1 26 M AR KE T ING M E T H OD S
l ss ni ng i nflu nc e w ith t il rs cc si n d by t h
e e e re a e o a o e e

gr w i ng c nsum r d m nd f adv rt is e d g ds Thi

o o e e a or e oo . s

a tti t ud e is not l gic l nl ss t h pr fit nana dv ert is d

o a u e e o o e

li ne is r e lly t lo w ; y t t h e at ti t ud e is not i nfr qu nt

a oo e e e ,

a nd s c ns equ nc e m nufac t ur e rs o ft e npr e fer t o fi nd

a a o e a

th ir o w n m rket s r at he r th n t o sp end t h e tim e nd

e a a a

m n y nec ess ary t enlist t h j bb e r s suppor t

o e o e o
’
.

1 3 5 P rice cu t t in
.
g yj
b o bb er s — O ne f t h e m o s t im o

p ort nt r e sul t s o f dv t isi ng h s b ent o aid int h d e

a a er a e e

v el o m nt o f t h e pri ncipl f p ic m i nt n a n c e M ny
p e e o r e a e . a

m nu f c t ur ers wish t n m t h e pric e at which j obb rs

a a o a e e

sh ll s ell th ir g ods t o r t il rs as w ll as t h e pric t

a e o e a e e e a

w hich r et il e rs sh ll s ell t o c n
a sum rs Som e j obb rs
a o e . e

h av r fu d t gi ve t his pri ncipl e t h e ir supp ort Pric e

e e se o .

cu t t i ng by j bb rs is n o f t h e lde st nd m st c omm n
o e o e o a o o

of t h bus s f which m anu f ct ur rs c ompl i n Wh en

e a e o a e a .

p ic c u tt i ng b e c om es gen e r al am ong j obb rs t h e m n

r e e , a

u f ct u e r w h
a rwish es pric s m ai nt i n d is t e mp t ed t o
o e a e

wi t hdraw entir ely f r om his j obbing r el t ions P erh ps a . a

t h e f ailur f s om e j obb ers t o supp ort pric e m i nt i ned

e o a a

g ods h as b n m
o r e sp onsibl e t h n any t h r one
ee o re a o e

thi ng for t h e d v l pment f m nuf ctur r direc t t e

e e o o a a e - -
o r -

t il e r s elli n
a g sys t ems .

1 36 . nci es a nd d irect selling — I t h as

E x clu sive ag e

b eenfou nd th at c ert a i nki nds o f g o ods ar e b est s old by

t h e e xclusiv e ag en cy syst em ; t h ey ar e h andl ed only by
on e d ea l e r ina t ow n B e caus e o f t h e l arge s al e s by t his
.

d eal e r dire ct s elli ng by t h e m anu fact ur er o ft enb ec ome s

,

m ore e c onomic al t h ans e lli ng t h r ough t h e j obb e r Als o .

t h e m an u facture r wish es t o k eep in t h e cl os est pos

sibl e t ouch w i t h t h os e d ealers wh om h e h as ent rus t ed
with t h e e xclusive s al e o f his g oo ds and t his is not ,

a l w ays p o ssibl e if t h e j obb e r must act as an in t er me

di ary .
 T HE JO BB E R S ’
S T AT U S 1 27

1 37 M anu fact u rers sell co mp let e lines — An o t h e r

. .

reas on no t i nflu enc e d by adver t isi ng for t h e l e ssening

, ,

imp ort anc e o f t h e j obb er t o som e m anu fac t ure rs is t h e

d evelopm ent o f t h e m o vem ent fo r t h e produc t io n o f
c ompl et e li ne s by m anu fac t ure rs F o r i ns t ance int h e .
,

shoe i ndustry m any f ac t o ri e s no w m ake all ki nds o f f oot

w e a r so th at a r e t a il e r can buy his e n
, t ir e st o ck if h e ,

c ares t o do so fro m o ne m anu facture r Wh e n t h is is

, .

t h e c as e t h e s al e s t o e a ch r et a il e r can of t e n b e m ad e
,

l arge enough to j us t i fy t h e m anuf acturer s s endi ng out ’

his ow n s al e sm e n C o upl e d wi t h t his mov ement is t h e

.

d ev el opm ent o f t h e family products ”

T h e N ati o nal .

Biscui t C omp any or o ne o f its great c omp e t i t o rs can

supply a d eal er s e ntire ne eds fo r t h e cl ass o f goods it
’

m anu fac t ure s T h e r esul t i ng l arge s al e s t o e ach d eal e r

.

o f t e n m ak e dir e c t s e lli n g e c o nomic al .

1 3 8 R e t ailers r efu sa l t o bu y t h ro ug h j o bbers — T h e

’
.

d em and of l arge retailers fo r direc t buying co nnectio ns

an d t h e ir r e f us a l to purch as e t hr o ugh a j o bb e r t empts
t h e m an u fac t ure r t o s ell dire ct t o th em Wh ena m anu .

f ac t ur e r yi elds t o t his natur al t empt a t i o n th ent h e job ,

b ers s om etim e s in r e pris al re fus e t o c arry his goods

an d th er eby f o rc e him i nt o a g e n e r a l sy st em o f dire ct

s elli ng .

1 3 9 N a t u re of t h e com mo d it ies — O n
. e imp o rt ant

r e as o n f o r dir ect s elli ng is t h e natu re o f m a ny o f t h e

c mm di t i s ld I f g ds
o o es li bl t r pid d t ri r
o . oo a re a e o a e e o a

ti on in v alu e it b ec m s n eces ary t o m rk t th em by

, o e s a e

s m e syst m th at will i nsur th ir g t ti ng t t h e retaile r

o e e e e o

by t h e m st direct route R t h e r t h n risk t h d a nge r

o . a a e

f h avi ng th ir g ods sp o il int h j bb e rs w arehouse s ’

o e o e o .

s m e w ell kn w n m nufactur rs f pickl es a nd pre

o -
o a e o

s rv e f r i nst nc e pre f r t pe rate th ir o w n loc al

e s, o a , e o o e

distributi ng s t ati n w h e r t h y nk p a close w atch

o s e e ca ee
128 M ARK E T ING M E T H ODS
o nt h e c onditi no f th eir g oods nd f r m which t h r e
o a o e

t il e r c nb urg d t o buy fr qu en
a a e t ly n
e d insm ll qu n e a a a

t i t i es
. Th e N t i o n l B iscuit C omp ny f o llow s t his p
a a a ro

ce d u e r S o als o d o t h e m j o ri t y o f t h m eat p ck e rs
. a e a ,

bu t int h ir c s t h e r e s o nf o dir e ct s lli ng is l rg ly

e a e a r e a e

t h e f c t t h t rdi n
a ary j obb ers d o n t p o ss ss t h e r e frig
a o o e

cr ati ng f ci li t i s th t e n c ess ry t o k p t h e produc t

a e a ar e a ee

in m rk t abl c ondi t i on Th at j bb rs canand d o giv e

a e e . o e

s t is f c t ry s erv ic inc onnec t i onw i t h t h e m rk et i ng o f

a a o e a

m any ki nds o f sp il bl g ods h owev r is pr v d by t h e

o a e o , e ,
o e

supp rt gi v n t o j bb ers by m any m nufac t ur rs o f

o e o a e

goods f this cl ss T h e K ll gg To ast d C rnF l k

o a . e o e o a e

C mp any fo r i ns t anc h as b eena n t abl e nd c nsis t ent

o , e, o a o

dis t ribu t or e xclu si v ly thr ough t h e j obb e rs o f a pr oduct

e

t h t is sub j ct t o d e t eri o r at i o n
a e .

14 0 L o w e ed cost of d ir ect sales

. r — F in ally t h e gr o w ,

ing pr ac t ic f goi ng o v r t h e j bb er s h d t t h e ’
e o e o ea o e r

t ail er may b e at t ribu t d p rt ly t o t h e incre si ng d nsi t y e a a e

o f p o pul atio n Wh n r t il rs . w id ly sc t t e r d
e nde a e ar e e a e a

t h e e xp e n s es o f tr v li ng s al sm n e high m anu f c
a e e e ar , a

t u e s are usu ally u n

r r willi ng t o u nd e t ak t h c o s t o f s ll r e e e

ing dir ect t o t h d e l ers I nsuche si t u ti nt h j bb r

a . a a o e o e

is g enerally re c ogniz ed s be i ng t h e m o st e co nomic l a a

dis t ributi ng m edium B u t wh en m ny p ossibl e r t il . a e a

cus t m e rs a e group ed cl os ly t og et h er t h exp ens e o f

o r e , e a

l o c al w areh ous nd of s ndi ng t h m anufac t urer s s al s

e a e e
’
e

men dir ec t t o t h r et a il e rs is c omp rat iv ely sm all and

e a ,

t h m an
e u fact ur r wh enc nfr nt d by wh at h e b li ve s
e o o e e e

t o b e su ffi ci n t c aus e f fors ki ng t h e j obb er d oes not

e or a

fi nd t h e t ask o f dir ect s elli ng an imp o ssibl on F e e . or

e x ampl e m n y w ll kn w nm anu f c t urers w h o rdi n

, a e -
o a o a

rily d eal t hrough j bb ers h v f r o n r s on or an o ,

a e, o e ea

ot h e r e l ct e d t
, eb ec m e th eir ow nw h l s l e distributors
o o o e a

inN ew Y o rk and ino th e r l arg e citi s e .

 T HE J OB B E R S
’
S T ATU S 1 29

1 41 D e
i ct se l lin is n t r l t end en — Th st t
. r g a u a cy e a e

ment is som et im e s m ade th at t h e whole mix u p about t h e

-

j obb er is d u e to a s e lfish d e sire o nt h e p a rt of r et ail er ,

j obb er or m anufactur er to cut out a st ep in m ark et ing

,

an d to k ee p for h ims elf a profit th at h as h eretofore gon e

t o som e oth e r trad e f a ct o r Th at this is not always t h e
.

c as e is proved by t h e l arge numb e r of n atural ca us e s

for t h e pres ent situ ati o n which h ave b een liste d inthis
ch apt er Th ere is always t h e d e sir e of course on t h e
.
, ,

p art o f e very distributor to g et all t h e profit possi bl e ,

an d t h e ch ang ing st atus of t h e j obb e r is d u e in p art to

.

th at d esir e ; but c ert ainly it is d u e j ust as l argely to t h e

m any thi ngs th at h ave h app en e d of l ate y ears to alter
m arketing m ethods — thi ngs th at h ave h app ened b ecaus e
of a n atural d ev elopm ent of tr ad e and not b ec aus e of a
s elfish d esire on t h e p art of any tr ad e f acto r to ups et
old proc edure sol ely for t h e s ak e of an imm edi ate ad
v ant age to hims elf .

III —0
 C H AP T E R IX

T HE P RIVATE B RAN D P ROBLEM

old lin o b — W e h av e s aid th at s om e
1 42 . The j
e-
ber .

o f t h e r eas ons f or dir ct m nuf ac t ur er r et ail r r e

e a -
e

l at ions apply to t h e old f a shi oned j obb e r w h o h as not

-

alt er ed his cl a ssic fu n ct i ons Th e s e are t h e re asons th at

.

h ave b eendiscuss ed in t h e prec edi ng ch ap t er Th er e is .

an oth er cl ass of r e sons how e ve r arisi ng fro m a ch nge

a , , a

inj obbi ng functio ns and t h e m o st imp ort ant of t h em is

,

t h e e n t ry of t h e j obb e r i n t o t h e m anufacturi ng fi ld e .

T h e old lin e j obb e r w as

-
distribut o r pur e and simpl e
a

so f ar a s m anuf a ctur e d g oods w e re c onc er ned T o be .

sur e h e h as always p erform e d a s emi m anu f cturi ng

,
-
a

fu ncti on with r e sp ec t to c ert ain ki nds o f goods T h e .

gr oc ery j obb er for i nst anc e h as si nc e t h e b egi nning of

, ,

t h e c an ni ng i ndust y t k enl arg ely up onhims elf t h e e

r a r

sp onsibility of st ablishi ng l o cal c anni ng fact ori s nd

e e a

o f c o ll e c t i ng and p cki ng t h e fruits and v e g et abl es t h at

a

are h an dl ed by t h e c anni ng e stablishm ent s Som etime s .

t h e j obb e r o wns n d op e r t e s outright t h e f ctori s th at

a a a e

supply him with his c anne d go ods ; s om etim es h e m rely e

b acks a l oc al c nner with hi s c apit al and wi t h his gr ee

a a

m ent t o t ak e t h e ou t pu t o f t h e e st ablishm ent I ne i t h e r .

c as e h o wev er t h e j bb e r usu ally c ontrols t h e ch aract er

, , o

o f t h e pr oduct and h e provid e s of t e n in adv ance for

, , ,

its m ark eti ng Th ere a e s om e i nd ep end ent c nni ng fac

. r a

t o ri e s bu t t h e gr eat m aj o rity o f t h em put up al l or m o st

,

of th ir product und er t h e l ab els o f t h e j obb ers with

e

Wh om th ey d eal ; only a f ew a dv ertis e t h eir own br ands

1 30
 T HE P R IVATE B RAN D P ROBLE M 13 1

to t h e public T h e c an ning indust ry s eems to be essen

.

t ial ly on e of sm all u n its b ec ause t h e c an nery must be

,

clos e to t h e sourc e o f supply ; t h erefore m spite of a ,

few not abl e xc eptions it h as not attr acte d g ener ally

e ,

t h e a t t ention of l arge scal e m anufactur ers and t h e su ,

m acy of t h e j o bb e r i nt his fi eld do e s not s ee m l ik ely

p re

t o be s riously disturb ed
e Wh at is tru e w ith r e sp ect to
.

canne d goo ds is also gen erally tru e with r esp ect to go ods
of v arious sorts import e d in bulk and th e n s orte d and
p acke d for t h e tr ad e by importing j obb ers T h e job .

b ers br ands h av e l ong domin at ed such goods and th ey

’

will prob ably continue t o d o so Som e import ers are .

b eginning to limit th e ir att entions t o one or a few lin e s

o f goods to br a nd th e m uniformly an
, d t o adv e r t is e t h e
,

brands n ation ally T h e function o f t h es e import e rs

.
,

h owever is e ss enti ally a j obbi ng o ne ; it di ff ers o nly in

,

d egr ee from t h e act iviti es o f t h e m any general j obb ers

w h o import an d p ack u nd e r th e ir o w n br ands but who
do not g ener ally r esort to advertising to m ark e t t h e
go ods .

1 4 3 J obbers as man u fa ct u rers co mp e t it o rs — Th e s e

’
.

o l d w e ll e st ablish e d a ctiviti e s of t h e j o bb e r d o not co n

,
-

st it u t e wh a t is kn own as t h e private br nd problem a .

The r e is no priv at e brand probl em as lo ng as t h e j o bb e r

puts his own l ab el o nly ont h e kinds f go ds th t are no t o o a

generally br and ed and adv ertis ed by t h e m anufacture rs .

Th e probl em aris e s wh e n t h e j obb e r c m e s i n to direct o

conflict wi t h t h e adve rtisi ng m anufacture r by putti ng

his own brand on t h e s am e kind f good s t h at are o

brand ed by t h e m anufactur r T h e priv ate brand p ro b

e .

lem is s e rious no w b c aus e t h e h a rdw r j o b be r w h o h an

e a e

dl es m any goods tr d e m ark d by t h m anufacture r is

a -
e e

o ften pushi ng a simil ar li n f co m pe t i ng g ood s u nd r

e o e

his o w nl ab el ; b ec aus e t h e drug j bb er w ho is su p posed

o
1 32 MAR KE T ING M E T H OD S
t o b e in busin e ss prim arily to distribut e t h e go ods o f
m anufactur ers is fre qu en t ly putti ng out incomp etiti on ,

with t h e m anufactur rs goods inhis stock a compl et e

e
’
,

lin e o f druggist s p ck ge goods u nd er his ow n l ab el ;

’
a a

an d b ec aus e d ry g oods j obb e rs nd oth ers are in m any

-
a

cases tryi ng t o b olst er up t h ir p o sitionby si mil ar prae e

tic es This is t h e priv at e br and pr obl em I s it t h e

. .

c ause or t h e r esu lt of t h e pr s ent ch anging st atus o f t h e

e

j obb er Prob ably it is bot h a cause and neffect T h e

? a .

j obb er s ys : T h e m anufac t u r er is t king my m o st prof

a
“
a

it abl e t r d e aw ay fr o m me ; h e is s elli ng dir e ct to t h e

a

l argest r et il buying u ni t s which of right ough t to buy

a ,

fr om me Of t e nh e is s elli ng p ack age g ods and oth er

. o

sp eci alti es dir ect t o all r e t ail ers r eg ardl ess o f t h ir pur , e

ch si ng powe r and is th en l eavi ng me to supply t h e

a ,

s m e r t il ers wi t h t h e heavi er bulk goods on which I

a e a

m ake t h sm all e st pr o fit or no pr ofit at all I f I am t o

e , .

st y in busi ne ss I must m k e a living profit ; and I

a , a

c ant m ak e a l ivi ng profit u nl ess I h andle sp eci alti es

’

which I cans ell und er my ow nl ab el which t h e m anu ,

f cture r c an t t ak e aw ay from me and on which I can

a
’
,

fix my own pr fit wit h out dict ati on by t h e manu fac

o

tur er On t h e ot h r h nd t h e m anuf ctur er s ays

. e a , a
“
Of course I h v e t s el l dir ct t o t h r et aile r H er e is
a o e e .

J ohn Smi t h and C omp any t h e wh ol es al e druggis t s with , ,

a br and o f f a ce cr eam o f th e ir o w n Th ir s al esm n . e e

h av e ord ers to push it and to try to g et t h e r et ail ers

to o rd er it inst ead o f t h e fac e cr eam t h at I m anufactur e

an d a dv ertis e wid ely Why sh ould I entrust my br and

.

to th em ? I t is c ert ain if I d o th at t he y will do th eir b est

, ,

to sid e tr ack it and to substitut e th eir br and

-
Th er . e

w e h av e t h e priv at e br an d probl em ina nutsh ell .

1 44 . D if ere nt kind s of manufact u ring jobbers — T h e

j obb er who s ells his own priv at e brands is som etim es
 THE P R IVAT E B RAN D P R OB L E M 133

knownas a m anufacturing j obb er H e op erate s in sev .

e r a l di ff e r e nt w ays F irst th er e is t h e j obbe r w h o h as

.
,

actu ally e st ablish ed his own f ac t ori e s an d who r eally

m anufactur es t h e goods on which his tr ad e m ark ap -

p ears Th er e are r el atively o nly a f ew j obb ers who d o

.

this h ow ev er b ec aus e of t h e amount o f c apit al n eed ed

, ,

to e st ablish and op erat e fact o ri es An oth er type is t h e .

se c all ed m anuf actur i n

-
g j obb er who go es to som e ind e
p end ent m anuf acturer and h as him put up g oods for
t h e j obb e r und er t h e j obb e r s l abe l or who buys p ack
’

ag e goods of v arious sorts wi t hout an l ab e l a nd th en

y
att ach e s his own a ft e r t h e g o ods r each his w a r ehous e .

This m ethod is followe d to som e d egre e by a lm o st ev ery

j obb er inev ery l in e in t h e country Still a third m ethod .

is for a l arge j obbi ng h ous e to t ak e t h e exclusive agency

for a m anufacture d lin e and to act as t h e m anufactur er s
,
’

exclusiv e a g ent for t h edistributio no f t h e lin e t hrough

out t h e entire U nit ed St at es or within a limi t e d terri

tory .

Th e j obb er who f oll o ws an y of th e s e thr e e m ethods

may or may not adv e rtis e t h e goods fo r which h e as

sum es resp onsibility I n t h e great m aj ority o f cases h e
.

d oes not I f h e do es t h e adve rtising is usu ally in trad e

. ,

p ap ers and is not i nt e nd ed t o influ enc e t h e co nsum e r .

Som e m anuf acturing j obb e rs how e v e r are using l ocal , ,

m edi ums —n ewsp ap ers street c ars et c to influen ce

, , .
-

consumer d em and ; and a few of t h l arges t j obbin g e

hous es are adv ertising in gen eral m ediums to reach a

n ation al consum e r m ark et Am ng t h e w ell kn own . o -

products adv ertised n ati nally by j obb ers w h o ei t h er o

m anufacture th em th ems elve s o r w h h av e und e rta ken o

t h e e xclusiv e r e sp o nsibility f r th eir di tributio n are o s ,

E skay s F o od C alo x T oo th P o wd e r P ebeco T oo t h

’
, ,

P ast e and St ee r B ouill o n C ub es

, e .
1 34 MAR KE T ING M E T H ODS
1 45 . W h y t h e j o bber likes p riva t e brands — W e are .

to c onsid er t h e pr obl em o f priv at e br ands from th r ee

poi nt s o f vi ew : first f rom t h e p oi nt o f vi ew of t h e j obb er
,

w h o is r e sp on sibl e for th em ; s econd from t h e p o int o f ,

V i ew o f t h e m anuf actur e r who m ak es them ; and third ,

fr om t h e p o int of vi ew of t h e general public and of t h e

m anufactur er who opp os es th em .

1 4 6 S mall p r ofi t on ad vert ised g oo d s — Why d o e s

.

t h e j obbe r s o m et im e s b and o n his historic fu ncti o n as a

a

dis t ributo r e xclusively and put his own t rad e m ark on -

goods to s e ll in c omp tition with goods t rad e m arke d

e -

by m anufactur ers ? H is first r eas on is usu ally his h e

li ef th at h e canm ak e mor e profit onhis own br and th an
o n a m an ufacture r s brand T h e ch arge is m ad e th t
’
. a

g oods th at a e advert is e d by m anufacturers oft en giv e

r

t h e j obb e r such a sm all pr o fit th t h e c an not afford t o

a

h andl e th em I f this ch arge is tru e it is anargument

.
,

th at c annot b e answe r ed .

Adv ertising m anufa ctur ers how ev er usu ally cont end
, ,

th at t h e pr fit onth eir goods al t h ough p rh aps sm all

o , e

one ach s al e is su ffici en

, t int h e aggr egat e b c aus e of t h e e

sm all er exp ens e of s el li ng and t h e mor e r apid turnov er

of c apital possibl e with goods for which ther e is a r eal
consumer d em and .

I t is s aid t h at t h e j obb er s s ol e purpos e in putting out

’

priv at e br ands is to m ak e m or e m oney to g et th em for

—

t h e minimum pric e an d t o s ell th em f or t h e m aximum ;

an d th at cons equ ently qu ality is lik ely t o b e a s eco nd ary
c onsid er ation This ch arge is prob ably tru e som etimes
. ,

but it c ert ai nly is not tru e in all cases Eve n th ough a .

j obb er may g et his priv at ely br nd e d goods from t h e a

m anufactur e r who will furnish th em at t h e l owest price ,

an d ev en though t h e j obb er m ay ch ange his s ourc e o f

supply as oft enas h e finds a ch ance t o g et go ods at l ess
 T HE P R IVATE B RAN D P ROB L E M 1 35

cost to him it must b e r em emb ered th at in m any ca s es

,

h e h as as much prid e in his priv at e br and as t h e manu

facturer h as in his th at h e hop e s t o m ak e his tr ad e
—
m ark t h e b asis for increasi ng go odwill for h im and for
his goo ds and th at h e is as j ealous of t h e qu ality o f
,

t h e g o ods sold und er his br a nd as an y m anuf actu r e r

c ould b e .

1 4 7 J o bber w ant s t o co n
. t ro l h is market — T h e pri
v at e br and j obb e r s ays t h at h e o w ns his own busi ness .

N o s al esm a n who l e av es his employ to work for anoth er

j obb er can t ak e tr ad e away fro m him I f a j obb er s .
’

priv at e brand h as pr ov e d s atisfactory t o a r et aile r s cus ’

t ome s anr d is in d em and mong t h em t h e r et a il e r is

a ,

not lik ely t o cut off his sourc e o f supply for thos e goods
simply b ec aus e of fri endship for a s al esman w h o h as
fo rmerly s old th e m but w h o h as now g on e over t o a riv al
j obbi ng hous e F urt h ermor e t h e m anufacturing j ob
.
,

ber m aint a ins th at h e owns his busin e ss in sti ll anoth e r

s ens e H e is t h e s o l e wh ol e s al e distributor o f his brand ;
.

h e candict at e pric e s an d profits without int e rfe r enc e by

an y m a n u f a ctur e r ; a n d his m a rk e t is not lik e ly to b e

d m o r aliz ed by pric e cutting by oth er j obb ers which

e -

somet im e s doe s d em o r liz e t h e m arke t fo r manu f ac

a

t u re s nati o n ally a dv e rtis e d goods th at are o ff ered by

’
r

j obb ers as l ead ers .

1 4 8 P riva t e bran
. d m
s e a n m eo r c u st o m ers — T h e job
b er s ays t oo th a t h is priv t e br nd will bri n
, , a g ahim n e w

r et ail c onne ctions I f h e adve r t ise s it and it is d em and ed

.

by c onsum e rs h is s al esm e n will h av e le s d ifiicu lt y in

,
s

o p eni ng new accounts th an th ey h av e wh en all th ey can

ff er t h e r et ail r is t h e s am e lin e f m a n ufac t urers g ood s ’
o e o

th at is also o ffered by o t h e r j obb ers .

W h y t h e ma nufact u rer ma kes priva t e bra n

1 49 . ds .

T h e m anuf actur er w h o is wil ling t o k ee p h imse l f in t h e

136 MAR KE T ING M E T H OD S
b ackground and to m ake goods for t h e j obb er t o s ell
und er t h e j obb er s tr ad e m ark j us t ifie s his activitie s in
’
-

s eve r al ways F irst th er e is t h e m anuf acture r who ordi

.
,

narily s ells his goods und er his own l ab el but who h s ,

a

pr oduc e d mor e th an his norm al m arket can c onsum e ,

an d who finds hims elf with a w ar h ous e full of g oods e

th at h e can no t move T h e t empt ation is great f or him

.

t o r emov e his l ab e l from th e s e surplus g oo ds an d to

s ell th em to s om e j obb er w h o w ants to br and th em with
hi s own tr ad e m ark H e s ays th at this business is cl ear
-
.

“
v e lvet ; h e get s trad th at h e could not g et o th erw is e ;
”
e

an d h e do e s not beli ev e h e is inj ur ing hims elf in an y

w ay by t h e tr an s act io n .

Th enth er e is t h e m anufacturer who finds hims e lf with

some goods of s eco nd third qu ali t y on h and on which
or ,

h e doe s not wish to put his ow n l ab el I f h e canfi nd .

som e j obb er who is willi ng to buy th em and put his

priv at e brand on th em h e b eliev es h e is m aki ng a cl ear
,

gai n S ome Opp on ents o f priv at e br ands ch arge th at

.

most o f t h e j obb ers privat ely br and ed goods are ob

’

t ained in this w ay T h ey h av e not prov ed t h is ch arg e

. .

Th e re are countl ess go ods b earing a j obb er s trad m ark ’

e -

th at are of j ust as high qu ali t y as any th at ar e br anded

an d adv e rtis e d by a m anuf actur er .

F in ally the r e is t h e m anuf act ur er who h as no tr ad e

m ark o f his own and w h o doe s nothing but m ake j obb ers ’

o r r et a il e rs priv a t ely br and ed lin e s H e d oe s this as a

’
.

conscious p olicy ofte n b ec aus e it h app ens t o h av e been a

,

l ong est ablish ed custom inhis lin e of business and b e

c aus e j obb ers and r et ail ers inth at lin e i nsist onh aving
the ir own brands or non e at all or b ec ause by this method
,

of d o ing busin ess h e b eli eves th at h e s av es much s elling

e xp en s e which t h e m arketing of his ow n goo ds u nd er
his own tr ad e m ark would entail Allied t o him is t h e
-
.
 T HE P R IVATE B RAN D P ROB LE M 13 7

m anufactur er who h as but one qu ality of goods and ,

who puts his own trad e m ark onp art Of his product but
-

is willing to s ell t h e r e st u nbr and ed to j obb ers and t e

t ail ers w h o insist on h aving th e ir priv ate brands H e .

b eli ev es in push ing his own br and but h e s ee s no h arm

,

inp ermitti ng ex actly t h e s am e g o ods to b e sold und er

an y oth e r br a nds if d e a l e rs w a nt th e m H e m .a y prot e ct
t h e pric e on his own br and an , d yet p ermit t h e s am e
goods und er private brands to be sold at any pric e t h e
d eal ers wish to put on th em H e b e li ev es in oth e r
.
,

words in d o ing ev erything p o ssibl e to prot ect t he good

,

will h e h as built up f or his name but h e s ee s no a cc es

,

sit y for prot e cti n g t h e goodwill th at h as b een b uilt up

for t h e goods th emse lv es .

1 5 0 Arg u men
. t s Op p o sed t o privat e b an r ds — I a op .

p o sition to j bb ers and r et ail ers priv at e brands w e

o
’ ’

fi nd a long line of influ e nti al f actors in tr ad e F irst .

among th em ar e t h e m aj ority of n ati o n ally a dv e rtisi n g

m anufacture rs Th en th e re are m ost of t h e oth e r f c
. a

tors c onc ern ed wi t h adv ertis ing— advertising agents ,

new sp ap ers and m agazin es and th e r int e rests which

,
o

might be e xp ected t o Opp o s e any m ov eme nt th at is b ased

l argely o n oppositi on to t h e influ ence of adve rt isi ng .

F inally th er e is a gr eat body of r et a il e rs w h o h av e of te n

e xpr e ss e d th e ir pr e f e r e nc e f o r g oo ds adv ertis e d by t h e

m anufacture r o ver those th at are br and ed by t h e job

b e r an d ar e unknown t o t h e co nsum e r S om e O f t h e
.

a rgum ents in opposition to priv at e br ands a re t h fol e

lowing
—
.

1 51 Un
.
fa irn es s t o m a nu fa ct u r ers I t is ch ar g e d
th at t h e j obb er who push s his ow nbrand is unfair t o t h e
e

m anufacture rs of comp et ing brands th at h e c r ri es I n a .

a c e rt ain s ens e this ch a rg e is r e as n abl e

o S up pose t h at
.

a h ardw ar e j bb e r h as his o w nbr and O f sa w s a n

o d t h at
,
188 MARKE T ING M E T H OD S
he al so purports to aid in t h e distribution of t h e s aws
o f a h al f doz e n m n ufac t ur ers w h o s ell th eir product
a

und er the ir ow n tr ad e m arks I f his s al esm en do not

-
.

push his priv at e br and unduly if th ey simply say t o ,

t h e r et a il e r H ere are s ev en goo d br ands ; t ake your

“
,

choic e th er e c annot b e much criticism o f his activi t ies

,
”
.

But this usu ally is not t h e purp o s e o f t h e priv at e br and

j obb er H is s al esm en h av e ord ers t o push his go ods
. .

Al l of th em do not att empt t o substitut e but m any of ,

th em do This is wh er e t h e u nfairn ess come s in T h e

. .

j obb er b e lie v es h e sh ould b e support e d by t h e manu fac

tur er as a l egi t im at e middl em an and th n h e o ft en turns ,
e

a round an d comp e t es a s a m anuf actur e r wi t h t h e man

, ,

u f act u r er wh o s e supp o rt h e s o licits I t is di fficul t t o

.

see t h e v ali di ty of argum en ts in support of this pr actic e .

T h j obb er s ays h e is f orc e d to a d o pt it in ord e r to m ak e

e

a pr o fit ; p e rh aps h e is But indoing it h e is u nd oubt

.

e dly h e lpi n g t o br e ak d o wn t h e m anufac t ur er jobb er e - -

r

t aile r syst em o f distribution upon t h e continu anc e o f

which his e xistenc e as a j obb er d ep ends .

Of cours e if a j obb er f r ankly push es his priv at e

br ands and if this fact is knownby m anuf ctur ers who
, a

urge him t o pl ac e the ir ow nbr ands onhis pric e list t h e ,

j obb er c annot b e ch arge d with u nf airn ess ev e n if h e com

plies wit h th eir re qu ests H e may b e h elping to break
.

d wn t h e j obbi ng syst m but h e is not u nfair with t h e

o e ,

m anufac t ur ers ; th ey put t h ems e lve s in his power with

t h e ir e y e s op en T h e unfa ir n a tur e o f t h e j obb e r s pri
’
.

v at e br and activiti e s app ears onl y whent h e j obb er d e

m ands as a right th at t h e m anufactur er sell his goods
through t h e j obb e r al one ev en r es ort i ng t o qu esti on
,

abl e c o erciv e m easure s at tim s to a cc omplish this pur e

p o s e and t h en h avi ng obt ai ne d t h e m anufactur er s co

, ,
’

op eration turns arou nd and d oes his b e st to push h is

,
 T HE P R IVATE B RAN D P ROB L E M 1 39

priv at e brand at t h e exp ens e of t h e m anu facture r s ’

goods This practic is by no m e ns u nkn o wn nd it

. e a , a

ce rt ainly do e s not h elp to clear up t h e pre se nt confusi on

regarding t h e j obb er s status ’
.

1 5 2 H ow u n
.
f air ness can be a void ed — I t is e ntir ely
possibl e however for a priv ate br and j obb e r to co nduc t
, ,

his bus in ess in such a w ay as t o av o id any implic at i o no f

u nfairness and to b e fr eed entir ely from t h e anom al ous
position inwhich m any privat e br and ers fi nd th ems lv s e e .

Suppos e our h ardw are m anuf actur e r who puts ou t h is

own brand of s aws should say t o m nufacture rs s eeki ng a

his support : N o gent l em en I c annot h andl e y our s aw s

, , .

I h ave t h e utm ost g o odwill for you bu t as co mp et it ors ,

an d not as sourc e s of supply I am not a j obb e r o f s aw s ;

.

I am for pr actic al purposes a m anuf act ur e r o f t h em

, , .

M y s al esm e n h av e ord ers t o push my o w n brand o f

s aws ; th ey c ould nt do th at and also giv e you t h e s ervice
’

you h ave t h e right t o e xp ect To b e sure t h re is a .

, e

d em and for your goods among som e r et ile rs and c n a o

sum ers but it is my busi ness to try t o ch ange t h dirc e

, e

tion o f th at d em and and I am go i ng t o d o it if I can

,
.

You will h av e to s ell your s aws eith er through your o w n

s al esm en or through othe r j obb ers w h o are not you r
comp etitors as I am I f you w ant me t o h andle y ur
. o

oth r h ardwar e lin es I am at y our s e rvic e and I cannu

e ,

doubtedly h elp you but so far as s aws are co nc e r ned yo u

,

will h ave t s eek o th e r distribut rs This w ould be a

o o .
”

s t raightfo r w ard attitud e which could not be p n to o e

criticism and it is t h e attitud e th at m any j o bbers a re

,

rightly t aki ng I t is no t a t al l nec e ss ary fo r a j o bbe r

.

to h andle one m anuf cture r s li ne exclu ively in rd e r

a
’
s o

t o be f a ir to th a t m an uf c t urer ; if h e h andle s se veral

a

m anu facturers c omp ti ng g d n neq u al b asi u p

’
e oo s o a s, s

plyi ng th em with ut pr judic t ret aile rs who w ant

o e e o
1 40 MAR KE T ING M E T H OD S
t h em h e is doing his duty as a gener al distributor But
,
i
.

if h e tri es t o c omp et e with his ow n sourc es o f supply ,

h is h elpi ng t o driv e m anuf act ur ers i nt o th at dir e c t se ll

e -

ing syst em which m eans t h e c o nti nu ally d ecr eas ing

p ort anc e of t h e j obbing busi ness .

1 5 3 L ess p r ofi t on p riva t e bran

. d s — Adv ertis ing .

m anufactur ers say to t h e j obb er t h e s am e t hi ng t h at t h ey

say t o t h e r t il e r : P erh aps t h e pr o fit onea ch s al e is l e ss
e a

o n adv e rtis e d th an on priv at ely br and ed and non

a dv e rtis e d lin es b u t if t h e n at i n al a dv rtisi n
,
g is prop o e

e ly d n
r e it will r e sult ina d em and t h at will m e ane a sy
o ,

s al es sm all se lling exp ens e r pid turnov e r of c apit al

, , a ,

an d l g er t t al profi t s th ancould be Obt a i ne d fr o m t h e

ar o

s l f a line which h as t o be s old by t h e exp ensiv e

a e o

m eth o d o f u nassis t ed p ers onal s al esm anship Someb ody .

must cre at e t h e d em and if t h goods are t o s ell profi t e

ably I f t h e m anufactur er d oes not do it t h e j obb er or

.
,

t h r et a il e r h as t o an
e d t h e m anuf ctur e r b eli ev s th t
, a e a

his m et h o d is t h e ch eap est ultim at ely to t h e consum er

a s w e ll a s to th o s e w h o h ndl e his go o ds a .

1 5 4 B u yers d eman
. d a d ve ised g oo d s
r t — T h e oppo
h en ts of priv at e brands p oi nt out th at t h e j obb r is in e

busine ss b ec aus e h e s erv es t h e r et ail er and thr ough him ,

t h e consum e r I f t h e r et ail e r wants adv ertis e d g oods

. ,

an d t h e j obb e r will not supply th em t h e j obbe r is n o t ful ,

fi lli ng his fu ncti on f s ervic e F urt h erm ore it is sug

O .

ge st ed th at t h e j obb er w h is forc ed t o t ell t h e r et ail r

o e

th at h e will not h andl e or c annot obt ain a dvert is ed g oods

th at are in gr eat d em and l o s es pr estige wi t h t h e r t ail er
, e

w h o lik e s to conc n tr t e his purch ase s and to look to one

e a

or t w o j obb rs for all of his suppli es

e .

1 5 5 Ad ver t isin
.
g d o es n o t incr ease c ost —
M uch is .

m ad e by t h e privat br nd opposi t i on o f t h m at t er o f
e a e

qu ality Th e non adv ert isi ng priv t e br nd j obb e r it

.
-
a a ,
 TH E P R IVAT E B RAN D P ROB LE M 141

is s aid c annot g et go ods to put up und er his own labe l

,

th at ar e e qu al t o m a nu f a ct ur ers adve rtis e d br and s in

’

qu ality at a pric e m at eri ally lowe r th an h e h as to p ay

for advertis ed goods Adve rtisi ng it is m aint ain ed doe s
.
, ,

not i ncr eas e pric e s ; h enc e t h e j obbe r who o ffe rs his ow n

goods to r et ail ers at a pric e w ell b elow t h e price of
a dv e rtis e d goods is a dmit ting th er eby th a t his lin e is o f

inf eri o r qu lity a T his is a qu e stion of f act

. G en e r ally .

sp eaking t h e adv ert is er who achi ev es a r el atively per

m anent succ ess and who dv ertis es e cono mic al ly and e f
a

fe ct ively do es not h a v e to ad d t h e e xp ense of t h e ad ve r

t isin g to wh a t would oth e rwis e b e t h e pric e of his prod
u et . G o od a dv e rtising d e cr ea s es t h e s elli ng cost p er ,

mits e conomi es of l a rge sc al e product ion w hich t end t o

r educ e t h e cost to m anufactur er a nd in oth e r w ys , a

h olds t h e pric e d o wn i nst ead of r isi ng it I n i ndividu al

a .

c as e s how ev er it is undoubt edly tru e th at whil t h e g o

, , , e

ing pric e r epr es e nts valu e to t h e purch a s e r it is som e ,

wh a t high e r th a n it might be i f t h e valu e w ere m eas u r ed

s ol ely by inh er ent qu lity in t h e go ods Adve rtisi ng
a .

c ert inly m ak e s m ny p eopl e p e rf ect ly will i ng t o pay a

a a

slightly high er pric e for s om e a rticl e s th a n th ey w o uld

b e willing t o pay for t h e s am e inh e r e nt qu ali t y in nu ad
v ert ised g oo ds This high er pric e do es n t h ave t o be
. o

ch arge d by t h e m anu f actur e r ; i f it is ch arg e d t h e rea

‘

so n is th at p eo pl e are willi n g t o p y it and t h e m nu

a ,
a

f ctur e r th e r eby t ak e s an e xtra pro fit be caus f t h e

a e o

goo dwill h e h as built up for his business .

T h e ch arge th a t t h e j obb e r w h o h as go d s put up fo r o

him by a m anufacture r c annot co ntro l t h e qu ality o f

th os e goods is not v alid T h b e tte r cl ass f pri vat e
. e o

brand j obb ers c ertainly exe rcis e t h e clos st possi ble u e s

ervisio nov e r both t h e r aw m at e ri al s th at go into t h ei r

p
products and t h e proce ss es O f m anufacture So me pri .
1 42 MAR KE T ING M E T H OD S
vat ely brand ed g oods ar e not wh at th ey might be in t h e

m att er of qu li t y but if t h e j obb er w ant s qu alit y h e c n

a ,
a

g et it an d k ee p it j ust as w e ll as t h e a dv ertising manu f a c

tur er .

1 56 . M anu fact u rer of p rivat e brand s h u rt s h imself .

I n oppositi o n to t h e m ethods o f t h e m anu f c t urer w h a o

is will ing to put up his product u nd e r t h e br ands o f

j obb ers it is m ai nt ain ed th at h e is f ll owi ng a pr act ic e
,
o

t h at will r esult ultim at e ly to his di s adv an t age I f a .

m anu f ctur e r s ells s om e of his goo ds unde r his ow n

a

n am e nd som e of t h em u nd er t h e n am es o f one or m ore

a

j obb ers or r et il ers h e is h elpi ng t o arouse distrust o f

a ,

adv ertisi n g am ong consum ers w h l earn t h at t h e s am e o

goods are sold at one pric e u nd er t h e m anuf act ur er s ’

l ab el and at anoth r pric e und e r t h e d eal er s priv t e

e
’
a

brand On t h e oth er h nd if a m anufact ur er s e lls all

. a ,

his product t o priv at e br and d eal ers h e is l yi ng up ,

a

troubl e fo himself Th er e are pl ent y o f i nst nc es lik e

r . a

t h e f o ll o wi n g A m anufacture r of sh oes h ad b een s ell

.

ing his ent ir e pr o duc t t o on e j obb e r w h o s o ld t h e wh o l e

l ot u nd e r his priv at e br and Th e co ntr ct w as a pr ofi t

. a

abl e o n e for t h e m an uf acturer ; h e h d no s elling e xp ens e a

wh at ev er ; and h e c onsid er e d hims elf lucky Soon h ow . ,

ev e r troubl e a pp ar d ; t h e j bb e r m ad e d em n
, e e ds whicho a

t h e m an u f act ur e r did not b eli ev e h e w as r equired to

s tisfy ; t h e ill fc li ng gr ew nd wh e n t h e contract p eri od
a -

e , a

e xpir e d t h e j obb er did n

, ot r e n ew t h e gr eem ent ; t h e a

m anuf ctur er w s l ft with a f actory exp nsive equip

a a e , e

m ent a big p y roll but bs olutely no d evel op e d m ark t

, a -

,
a e

an d no s al e s f o rc e This situ tion is by no m eans u n

. a

usu al and it is c using m any m anufactur ers to consid er

, a

s ri ously t h e advis ability o f tr ad e m arki ng th e ir ow n

e -

g oods o f cre ati ng a st eady m arket for th m nd o f con

, e , a

ducti ng busin ess in gen er al in such a w ay th at ev ery

 T HE P RI VAT E B RAN D P ROB LE M 1 43

bit of good will d evel op ed by th eir goods w ill be good will

- -

f o r t h e m anu f actur er i ns t ead of for a d eal e r w h is n ot o

prim arily r esponsible for t h e product and w h o might

m ak e it n ec ess ary every year for t h e m anufact urer to
build up a new m ark et for t h e things h e produce s .

1 5 7 S h o u ld l l g oo d s bear man u fact u r ers n a mes ?

’
. a

S om e int er e sts h av e at v ari ous tim e s s ought t o l e sse n

t h e influ enc e of priv at e br ands if not to elim in at e th e m
by at t e mpting to obt ain l egisl ativ e action r equir ing t h e
m nu fact u rer s n am e t o a pp ear o ne v e ry m anuf ac t ured
’
a

articl e. I t is m int ain d th at t his wil l d fi nitely fix re

a e e

sp onsibility for t h e qu alit y of all goo ds and wi ll t end t o ,

d ecr eas e t h e numb er o f privat e brands b ecaus e d eal ers

will not c are to put out th eir o w nbr ands if at t h e s ame
tim e th ey must publish t h e fact t h t th ey re not t h e c
a a a

tu al m anufactur ers I t is di fficult t o see how a st atutory

.

r e quirem ent of this sort would bri ng t h e e xp e cted resul t s

or would aid t h e public in any m at e ri al w ay M o st peo .

p l e und e rst a nd th a t go o ds priv a t ely br n d ed by r e a

ta il ers and j obb ers are ord in arily n t actu ally m d e by

o a

t h e d e l ers w h o are r e sp o n
a sibl e for th em T h e priv ate .

brand ers commonly do no t practic e any d ece pti o n ; it

c annot i nj ure th em fo r t h e public t o be d efi nit ely told
th t t h e go ods are m ad e for t h em by so and so I f any
a - -
.

on e did obj ect to public a tion of this f act it w ould be ,

e asy for him to pri n t t h e m anuf actur e r s n m e so in ’

a

co nspicuously th t fe w cust om e rs w ould sce rt ai n it

a a .

And ev enif e ve ry m emb er o f t h e buying pub lic did kn o w

d efinitely t h e n am e of t h m anufacture r of e ve ry man
e

u fact u red pr o duct h e bought f w h a t u se w o uld this in

,
o

f rm tion be t o him I f anythi ng g es w ro ng with t he

o a ? o

purch as h e l o ks t o t h e distributor o f it if t h at dis

e, o

tributor h as put his trad e m rk o n it T he co n su m e r

-
a .

w ants to kno w w h is r e sp o nsibl e t o h im for t h e t hings

o
1 44 MAR KE T ING ME T H ODS
he buys not n ec ess rily w h o m anufactur e s th em T h e
, a .

buye r of n I ng ers ll doll ar w atch d o es not c ar e who

a o

m ake s it as l ong as t h e I ngersoll c omp any st ands b ehind

it and gu ar ant ee s it t o him T h e buy er of O nyx hosi ery
.

h as no p articul ar i nt er e st in t h e s ev er al f ac t ori es th t a

m anufac t ur e it As l ong as L ord and T aylor put th eir

.

brand on it and stand be hi nd it t h e consum er is s atis ,

fi ed .

1 58 T w o p h ases of t h e pro blem — F rom wh at h a s

.

b een s aid inthis ch apt er it is evid ent th at th er e are t w o

ph as es of t h e privat e br and probl em T h e first ph ase
’

is r eally not a probl em at all I f any ki nd o f d ist ribu .

t or j obb er or r et a il e r l arg e or sm l l wi t h e ith e r a n

, , a a ,

t ional or m er ely a loc a l i n flu enc e se s fit t o b ec om e an , e

a ctu l m a nuf a ctur e r in som e li n

a es o puts his l ab el on r

goods m anuf ctur e d for him nd fr ankly s ays to m anu

a , a

f act u e s of c omp et i ng li ne s th at h e is not in a positio n

r r

to s erv e them h e c anno t b e s eri ously criticiz ed I t is his

, .

privil g e t o divid e d efinit ely his m anufact uring and

e

j obbi ng functions if h e c are s to and to engage in bot h ,

fi elds pr o vid ed h e d oes so f airly .

C rit icism Of t h e private br and er is j ustified only wh en

h e pr et ends to b e willi ng t o c oop r t e in t h e j obbi ng e a

or r t aili ng of a line o f goods wi t h which his br ands com e

e

in t o c omp et i t ion I f h e d oes this h e puts hims elf in n

. ,
a

an o m lo us p o si t i ont h a t is b ound t o i n
a creas e direct s ell
in g by t h e m anuf a ctur e r an d t o l imit still furth e r t h e

a ctiviti e s an d imp o rt ance of t h e ind ep end ent j obb e r .

On e j obb e r s ays : I don t figur e much on functions ;

“ ’

th ey ar e l arge ly th eoretic al anyway I figur e on getting .

t h e busi n e ss an d hold ing it And th at is ex actly t h e

.
”

attitud e o f t h e gr eat m aj ority of priv at e br a nd j obb e r s

w h o try to j ob an d t o m anuf actur e comp et i ng lin es I t .

is a n atur al attitud e but it must b e consider e d as illog

,
 T HE P R IV AT E B RAN D P ROB L E M 1 45

ic al and short sight ed T h e j obb ers who follow t his

-
.

practic e are iding inincre asi ng t h e ch aos in m arket ing

a .

P erh aps t h e m anuf acturers forc e d the m into it ; per

h aps th ey th ems elv es are prim arily resp onsibl e .

W h o st arte d t h e c o ntrov ersy is not t h e importa nt

qu estion T h e imp o rt ant p o i nt is th at unless t h e j obbe r
.

r em ains dis t inctly a j obb er inm any lin es t h e ind epend

,

en t j obb e r will continu e t o b e of le ss e ni n g import nce a .

Eith er non comp eti ng m anufactur ers will o rganiz e for

-

t h e purp o s e of c o nducti n g comm o n j obbing est ab lish

m ents o f th e ir o w n or ther e will be anincreas ing am ou nt
,

o f dir ect s a l e s to r e t ail e rs by i ndividu al m anufacturers .

Th ere will be a growi ng list of l arge r etail buying u ni t s

— d ep artme nt st or es ch ain st r es and gr eat m ail ord e r
, o ,
-

hous es— who find t h e m nufac t ur er r e ceptive t o t h eir

a

d em ands f or direct buying c onn ecti ons and w h o th en ,

i ncre s e in str ength and powe r b ec ause of th is r el ation

a

ship .

1 59 T h e pu blic s in t erest — Wh e th e r t h e ch an ging

’
.

st atus o f t h e j obb er is or is not Of gen eral public ad van

t ag is a disput e d que stion Th e advoc at es of j obbe r
e .

el imi n ation in a n swering thi s qu estion int h e affi rm at ive

o f t e ntry th e r eby to obt ain g en e r al a pprov al of th e ir ac

t ivit ie s Th e public is inte r e ste d onl y ing etting g oods

.

in t h e ch eap est and most conv eni ent w ay; and it is ye t to

be pr o v ed th at t h e dir e ct m anufact ure r t o r e ta il e r - -

m ethod of selling is generally l ss exp ensive th an t he e

s al e of goods through t h e j obb er T he j obb e r s fu nc .

’

t io n must still be p e rfo rm ed Stor ag e ass em blin g . , .

fin anci ng and oth er ph as e s of t h e old lin e j o b be r s s e

,
-
’

t ivit ie s must b e c arri e d o nby som e o n e I f t he j obbe r .

d oes not p erf rm th em t h e m anufacturer o r t he re tail er

o ,

will h ave to and th re is a d ecid ed qu e stion as t o w h eth e r

, e

t h e j obb e r c annot d o it t h e most e conomic ally F u rth er .

II I —10
146 MAR K E T ING M E T H OD S
m or e ev en if t h e m anufactur e r or r et ail er som etim es h as
,

t h e a dv n t ag e in this r sp e ct it is by n
a e o m ns cl e r
, ea a

t h t t h e g en
a er a l public will b en fi t b ec us e if s avi ngs e , a

are m d e by dir ec t s elli n

a g t h se s vings r e o ft en k ep t
,
e a a

a s e xtr a pr fit by t h o s e w h o h av e a ssum e d t h e w ork th at

o

t h e j bb e r f o rm erly w as xp ecte d t o d
o e o .

1 6 0 F u t u re of t h e jo bber — F i n lly r eg ardl e ss o f

. . a ,

t h ch n
e a gi ng fu ncti ono f t h e j obb er inm ny lin s and a e

o f his e ntir e elimi n at i on in o t h ers r egardl ess f t h e , o

growt h in direct s lli ng r eg ardl ss o f t h w ay in w hich

e ,
e e

t h e priv at e br an d pr obl em m y b e ev nt u ally s olv ed w ea e ,

m y b e c ert a in t h at as l ong a s comp et i t iv e i ndus t ry con

a

t in u e s th r e wil l co n
, e t in u e t o be j obb rs T h e r et ail er e .

w h o h andl e s m an y ki nds of go ods— t h druggist t h e e ,

groc er t h e h rdware d eal er t h e dry goods m erch ant

,
a ,
-

an d m any oth e rs — will o f t n b e f o rc e d to buy from a e

j obb er I nth ese lin es dir ct buyi ng is possibl e with r e

.
, e

sp ect to all t h e g oods h andl ed o nly wh en t h e r et ail or

g an iz at io n is of unusu a l siz e B u t u nd e r t h e comp titiv e
. e

syst e m of i ndustry all d e l ers c anno t be of gr at size

, a e .

As l o ng as t h e c omp et itive fi eld is o p e n th er e will alw ys , a

be r el ativ ely sm all d eal ers w h o will not b el ong to buyi ng

associ at i o n s and w h o will not be abl e t o buy su flicient
qu ant i t ie s of e ach ki nd of goods t o b abl e t o c omm nd e a

di r e ct buyi ng r e l ati ons F o r t h em t h e j obb e r is anab so

.
,

lut e n c e ssity and b ecaus e th ere are and will co nt i nu e t o

e , ,

b e such d eal ers it is s af t o pre dict th at u nl e ss w e e

,
e

ch ang e t h e c omp etitive for t h e m onopolistic syst em Of in

d u st ry t h e j obb er will c ont i nu e t o b e a f act o r int h e mar
,

k eting of m any kinds o f m nufactured pro ducts a .

 CH APTER X

T HE MANUFACTU RER S C AMPAI GN —STUDY’

OF TH E
P RODUCT
1 61 I mp o rt ance of t h e market in l m — N o m tt r
.
g p u a e

h o w good t h e a dve rtisi ng c o py may be n o m a tt e r how ,

e ff e ctiv e t h e
p ers o n al s elli ng force n eith er adv ertising ,

no r s al sm e n canbring succ ess to a busin e ss unl e ss t h e

e

pl anof c amp aign is right Wh at is t h e pl an of cam .

p a ig n ? I t is d efinit e adv a nc e kn o wl e dg e of t h e m e thods

to be us ed in m ark eti ng an articl e or t h e stock Of a

sto re b e fore t h e s elli ng st arts Opp o s ed to a pl anned
, .

c amp aign a e t h e hit or miss unpl ann ed tri als o f this

r - -

sch em e or th at t h e v acill ating w av ering attitud e of t h e

, ,

manw h o do es not know e x actly wh at h e w a nts to do or

h o w h e w ants t o do it an d who op ens his mi nd an d his
purs e to every will o t h e wisp sch em e th at is sugge st ed
-
’
- -

t o him by thos e who want his mon ey F o r ins t an ce . ,

th ere is t h e sm all re tail m erch ant w h o d o es no t pl an h is

adv e rtising for a y ea r in adv a nc e H e h as n d efinite . o

appropri ation an d is sold sp ac e not b e c us e it fi ts in

, a

with his m ark eti ng sch em e but b ec ause Of t he pers o na li t y

an d flu ency of t h e solicit o r T h en t o th e re is t he
. , o,

m anufacturer with no s ettl ed policy about trad e ch an

n els H e may h ave b ee n s elling o nly to j obb ers bu t a
. ,

big ord er from a ret ail e r t empts him ; h e acce pts it wit h
out thinki ng Of t h e cons equ enc e s nd trouble follo w s ,
a .

T h er e is als o t h e adv ertise r who looks o nadv e rtisin g as

a g ambl e H e puts his littl e be t on th is m ed i u m o r t h at
. .

on this size sp ace or o nth at pre ferred position and sit s ,

1 47
1 48 MARKE T ING M E T H ODS
b ack st o ic ally to t ak e his earnings or his loss es with cyn
ic al e xp ect at i ono f t h e l t ter and only a g ambl er s h op e
a
’

o f t h e f orm e r This is not adv ert isi ng ; it is pl ain g m

. a

bli ng and it is as s eld o m succ ess ful s it d es erv e s t o b e

, a .

This d oe s not n ec essarily imply t h at t h e cut and try “ ”

m et h o d is wr ong T h e o ne be st w ay is Oft enf ou nd only

.

by a proc ess o f elimi nat ion o f t h e wrong w ys B u t if a .

t h e wh o l e so c ll e d c amp ig nc o n
-
asist s int yi ng this and
a r

t es t i ng th at th ere is no c amp aign wort hy t h n m e ;

, e a

t h e r eal c amp a ig nshould s t art wh ere t h e cu t t i n g and t ry

ing end .

1 6 2 B asis of a g oo d p lan —
. I t is imp ort ant to h av e a .

d efinit e pl an o f c amp aign bu t a d efinit e pl an of m , ca

p g nis wors e th anus el ss if t h e pl a n h app ens to b e t h e

ai e

wrong one A goo d c amp aignpl nm y be d efined as

. a a

d efini t e know l dg e in advanc e r egarding t h e m et hods

e

to b e us ed inm rk eting a product or t h e s t ock of a stor e

a ,

fou nd e d on c ar eful study i nv stigation and nalysis ,

e a .

T h e l s t p art o f t h e pr evious s en
a t enc e is t h e nub of t he
whol e m atter Wi t hou t c ar eful s t udy inv e stigati on and
.
, ,

an alysis t h e pl an is built on m er e whim an

, d p ers onal
prej udic e and whim and pr ej udic e are f ar from b ei ng
,

s af e guid es for t h e i nve stm ent o f mon ey .

1 63 An alysis in busin
. ess — Analysis in busin ess is .

nothi ng new I t h s lw ys b e n ppli ed in t h e p o

. a a a e a r

d u ct ive en d o f i ndustry Bo ards o f dir c t o rs s eld om ar

. e

bit r ily d e cid e th at such and such ch ang e sh all be m ad

ar e

in th e ir m anuf actur ed pr oduct nd fo rt hwith o rd er it , a

done Th ey r ecognize th at m ch nic al pr obl ems must b e

. e a

studi ed and analyz ed nd th ey usu lly r se rv e d ecisi ons

,
a a e

u ntil comp et ent engine rs h ave done th e ir p art of t h e e

work Y t t h e s am e b o rd of dir ectors th at wise ly s t udy

. e a

th eir m anufacturing pr obl ems will often c ompl ac ently ,

ord er l arge exp enditur es in new s al es activiti es w ithout

 S T U DY OF T HE P R ODUC T 1 49

study inv e stigati on or an alysis and me rely on t h

, , , e

strength of p ers o n l o pini o n and att emp t e d reas o ning

a

by fals e an alogy Th e y may t ry t o excus e th is pro

.

ced u re by pl eading t h e l ack of st an d ards inm arket ing .

This is not a good pl ea F or eve ry bus in e ss th ere are .

c ert ain st and ards ; inv estig ati o n w ill bri ng th em to light ,

an d if no att empt is m ad e to f e rr et t h e m out t h e dirce ,

tors ar e m erely g ambling with t h e stockh old e rs mo ne y ’

.

I t is not a l egal o ff enc e to put m o ney in t o u ndigeste d

m ark eting sch em es but it is anOff enc e agai nst c o mmo n
,

s ense Afte r all t h e m ak ing Of a good m arket ing pl an 18

.
,

chi efly a m att er of commons ense and comnionse nse is ,

on ly anoth er n am e for l ogic al thinki ng .

1 64 M ag n it u d e of manufact u er s p r o bl em — W e ar e
’
. r .

to c onsid er t h e c amp aign prim arily fro m t h e manu fac

t u rer s st an dpoint This is b ec aus e t h e m anufac t ure r s
’ ’

m arketing probl ems are far more num erous and far
mor e difficult th an thos e o f e i t h er t h e re t ail e r o t h e job r

h er . T h e l att er two cl a ss e s Of dis t ribut o rs h av e t h eir

g n eral m ark ets s elect e d for th em by t h e d efi ni t io ns o f
e

t h e cl a ss e s to which th ey b el o ng T he ret ailer mus t sell .

to oth ers th an d eal ers and t h e j obb e r must sell to deal ,

e r s ; th e ir o n ly probl em is how b est t o reach t h e n atural

m arke t T h e m anufacture r howev er must first s elect
.
, ,

his m ark et and th en fi nd out h o w to r each it M any

,
.

O f t h e sugg e stions in our pr e s en t ation f points t o be o

cov ered in a m ark eting c amp aign wi ll not ap ply to t h e

r et ail er or t h e j obb r Oth rs will ho w e ve r ; all class s
e ,
e ,
e

of m erch ants will find s luti ns t o mo st o f their o w n o o

probl ms by a study of t h e m anufactur r s c am pai g n

e e
'

1 65 . C ampaig npla n inclu d es ad ver t is ing a nd sale:

sh ip —W e
man c annot c nsid e r all t h e thi ng s to be stud
. o

i d in ev ery c amp aign ; ev e ry busin ess presents pe cu li ar

e

asp ects th at r quir sp ci al co nsid e ratio n O u r pu rpose

e e e .
150 MAR KE T ING M E T H OD S
is m er ely t o indic at e t h e m ethod o f analysis and t o sh o w
typic al p oi nt s suggestiv of t h e s ort o f t hings t o b e s t ud
e

ied by eve ryo ne who h as a nythi ng to m arket We r . a e

concern ed with t h e ent ire c amp aign not simply wi t h ,

p ers on al s al esm anship or with adv ertisi ng T h e s elling .

c amp aign is a unit Wh eth er t h e d ecisi onis to u se e i t h er

.

a dv er t ising or p e rson a l s al e sm n ship o r b oth inr each

a , ,

ing t h e d esir ed m ark et t h e pr e limin ary study pr ep ar a

,

t ory to t h e o u t li n ing of t h e c amp aign mus t alw ays cov e r

t h e sort of m att ers t ak e n up in this an d t h e f o ll ow i ng
ch apters W e are to st e p wh er e t h e sp ec ific pl ans fo
. r

s al esmen or f r adv ert ising would b egin Our c o nc rn

o . e

is with th at fie ld of m arke t i ng an alysis th at pr ec ed s e

a dv e rtis ing an d p ers onal s al e sm anship an d is commo nt o

b ot h .

1 6 6 W h ent h e an
. a lysis sh o u ld be mad e — Th er e a e . r

thr ee o cc asi ons wh en a m anuf actur er may m ak e a c ar e

ful analysis f his m arketing problem : (1 ) b e for e h e

o

st arts in busi ness or imm edi at ely t h e reaft er (2 ) wh n , e

h e wish e s t o ad d a dv ertisi ng t o his oth e r s elli ng a ct ivi t i s e

an d fi nds it n e c e ss ary to i nv e stig ate and ch rt f acts th t a a

sh ould h av e b een i nv estigat ed and ch art ed b efor e and ,

()3 wh en h e a w a k en s t o t h e n e c e ssity o f gr e at er com

i i ici n cy n d cid s to put his busi n ss u nd er

'

p e t t v e eff e a d e e e

t h e microsc o p e n a d fi nd ou t t h e thi ngs th at will e nabl e

him to ab and onh it or miss pro c edure and subst it ut e for
- -

it c ar efully consid er ed p olici es built onkn ownfacts W . e

are t o t ak e up t h e c amp a ig n chi fly fr o m t h e p o i n e t of

vie w of t h e m anufact ur e r who is ab out t o b egi nbusi ness .

This is t h e l ogic al t im e f or a c ompl et e analysis T h e .

m att ers consid er ed h owever will o rdi narily be j us t a

, , s

us eful to t h e m anufactur er alr eady int h m arke t w h o e

w ants to fi nd ou t how to g t m or e s l es nd m ore pr fit s

e a a o .

h
T e e r a r e thr ee groups o f f a ct o rs t o b e c o nsid e r e d —t he
 S T U DY OF T HE P R ODUC T 15 1

product t h e m arket and t h e w ay to r each t h e m arket

, , .

This ch ap t e r d e ls w i t h t h e study of t h e produc t

a .

1 6 7 M akin s u r e of t h e r o d u ct — F irst th e re sh o uld

.
g p .

b e t e chnic a l t e sts t o pr o v e th at t h e product is right th a t ,

it will do t h e thi ngs t h e m anufact ur e r w an t s it to do .

B efore C risco w as put ont h e m ark et t h e m anufacture rs ,

e xp e rim e nt e d for y ears t o g et it e x a c t ly right L i t er ally .

,

hundr eds of times t h e c omp any thought th at t h e product

w as r eady for t h e m a rk e t o n ly to find th at aft e r exh au s
,

tive t ests h ad b een m ad e s om e ch ang es we re still neces

s ary I t is comm o n knowl edge t h at t h e i nventio ns of
.

M Edis onh av e all b ee n sub j e ct e d to t h e m o st p ainst a k

r .

ing e xp erim ents to pr ov e th e ir pr a c t ic abili t y b e fore th ey

wer e p ut ont h e m arket On t h e oth er h and there are .
,

m any i ns t anc es o f e xp ensiv e bus in ess d is st ers th at h ave a

result ed from failure t o b e sure in adv anc e t h at t h e

pro duct would d o wh at w as cl im e d for it T h e man a .

u fact u re r s e n thusi asm o ft enoutru ns his busi ness se nse

’
.

T echnic al t ests o f t h e product re not alon e su ffi cie nt a .

Th ere should be practic al t es t s t o pro v th at t h e prod e

u e t will op e r at e in t h e h an ds o f t h e ave rage use r as

w ell as it op e rate s int h e l ab o ratory B efo re t h e M ark .

C ross s afety r azor w as i ntroduc ed to t h e ge ne ral pu blic

-

by a ph enom en lly succ essful u se O f l arge sp ace in t h e

a

n ewsp ap ers t h e m anufacturers h ad prov d it s ffe ctive

,
e e

n ess by i nducing a l arg e numb er o f di ff e rent cl asses of

ment o try it out .

I f t h product is already on t h e m ark t it is w ell to

e e .

fin d o u t d efi nit ely wh th e r it canb im pro ved in some

e e

w ay or r e n d red in u e r a pp ar a nc e mo re a ttr act iv e

se o e

an d th e r e fo re m o r e s al abl e T he m n ufac t u rer of a

. a

sm all but us e ful attachm e nt fo r t alki ng m achi nes had

b ee n tryi ng v i nly t fi nd a m ark t f it T he pri ce
a o e or .

w as thr e d oll ars

e P pl d id no t b u y it b ecau se d espi t e
. eo e .
1 52 MARKE T ING M E T H ODS
its us e ful n e ss t h e ar t icl e did not sh o w it s v alu e Af t er
, .

t h e r e aso nf o r t h e slow s al e s w s a sc er t i ne d t h e t t a ch
a a , a

m ent w as given a w ash o f g old pl t e and p ar t o f it s a

structur e w as cut aw ay so as t o sh ow t h e i nt eri r m ech o

an ism I t s old r eadily th er eafter at an i ncr eas e over

.

t h e o rigin al pric e .

1 6 8 T h e p ro bl em of t h e raw mat erial — Aft e r t h e

. .

fit ne ss of t h e product h as b ee nlook ed i nt o it is dvis abl e , a

t o ch art t h e condi t io n s u nd er which it is m anu f ct ured a .

F irst t o be c o nsid e r e d is t h e r aw m t eri al from which a

t h e pr o duct is m ad e I f you a e t h e m anufactur er d o

. r ,

ou c o n tr l t h supply of w m a t e ri l or must ou d e
y o e r a a y ,

p end onot h ers for it T h e s t eel c orp r ati o nt h at con

? o

trols ironmi nes canadopt cert ain p olici e s wi t h r esp ect

t o s e lli ng pric e s c o mp eti t iv e a c t ivi t i e s cr edit gr n
, ti ng ,
a ,

et c. th at are not p ossibl e t o t h m anu facturer w h o must

, e

lo ok t oth rs for his r w m ateri al I s t h e supply s t eady

o e a .
,

o r d es it fluc t u at e ?
o I f youare m aking anart icl from a e

c er t i nki nd f h ard wood you want t o kn o w v ery d fi

a o ,
e

nit ely wh et h e r t h e supply is so sure th at you canu nd er

t ake s afely ane xt ensive m ark ti ng c amp aign Wh t e . a

about t h e pric e s for t h e r aw m t eri al ? Ar e t h ey steady ?

a

This o f cours e vit all y aff ec t s t h e pric e th at must b e

, ,

ch arg e d f o t h e fi nish e d product F o o d stu ff s e sub

r .
-
ar

j c et t o c onsid rabl e pric e v ari ati on and yet p ack ge

e ,
a

foods are gener ally s old at a st eady price r eg rdl e ss a

of t h e shifti ng raw m ateri al m ark et Wh en this is t h e .

c ase it is c ert ai n t h at t h e p ack ge pric e is su ffici ently

,
a

high t o give a profit even with raw m at eri als at th eir

high est m ark .

1 6 9 C p ci t y of
. a tah e plan t — Th e c ap acity of t h e
pl ant is animpo rtant subj ect o f i nve stigati on At t h e .

b eginni ng o f a busi n ss all t h e qu est i ns of d em and

e , o ,

comp etition and m arketing m et hods wi ll be studied b e

,
 S T U DY OF T HE P RODUC T 1 53

fore t h e siz e of t h e pl ant is d etermined But with an .

e st ablish e d busi n e ss b e for e a c amp aign t o b o ost s al e s is

,

st art ed it is n ec ess ary t o fi nd out wh eth e r t h e pl ant

,

ca nt ak e c ar e f t h e i ncr ea s e d busin ess th at is exp ec ted

o ,

or whe t h e r addition al pl ant c ap aci t y can be provid e d

if t h e fact ory is now d ing all it can An adv ertising
o .

solicitor induc ed a m anufac t ur er to t ak e l arge Sp ac e in

a pub l ic a ti o n for a y ea r T h e solicitor h ad m ad e n
. o ia

vest ig at ionof t h e busin e ss an d t h e m anufacture r w ent

,

i nto t h e c amp aign in a h alf h eart ed w ay and g av e t h e -

a dv e rtising littl e att en tion C ontr ary to his exp e cta

.

tions it pr oduce d an immm se amo unt Of busine ss

,

m ore th an his f actory could p o ssibly accommod t e ; as a a

r e sult m any ord e rs h ad to b e r e fus e d and a large p art

,

o f t h e purch as e d publicity w as w a st e d .

1 7 0 An l sis o f l bo r su l — T h e qu an t ity an d
. a
y a
pp y
kind of l abor is animportant ite m inananalysis of t h e
product I s it skill ed or unskilled ; is a l arge supply
.

av a il abl e or is th e r e lik ely to b e a short ag e a t a n

, y tim e ?
I f unusu al skill is r equire d t h e su pply will prob ably be
,

limit ed and it will not b e wis e t o att empt s ext ensiv e

, o

a m ark e ting c amp aig nas might b e j us t ifi a ble if t h e l abo r

probl em were not a s erious one T h e qu e stio nO f unio n .

l abor v ersus t h e op e n sh o p may als o h ave a bearin g o n

m ark e ting I s it possibl e at tim e s t b ase a se lli ng ap
. o

p eal on one or t h e o t h e r Of the s polici es Al s o l abo r e .

c onditions in t h e fact o ry may vit ally aff ect t h e sta bility

O f t h e output C e rt ainly t h e p o ssibility of st rikes should
.

not c ause entire c ess ation o f s elling ac t ivi t i es ; if th a t we re

n ec ess ary w e should h ave ve ry littl e co m petitive mar
,

k e ting b ec aus e labor tr ubl s are a common i ncid ent

o e

in busin ess But if conditi ons w e re nota bly un se t tled in

.

a f actory ane xt nsiv e , dv rti i ng c am paig n mi g ht be

e a e s

unwis e unl ess ind eed t h e ad ve rtising h ad as it s pu rpose

, , ,
1 54 MARKE T ING M E T H OD S
t he creati ng of a public s ent iment b oth withi nand wi t h
o u t t h e f c t o ry th at wo ul d l ess e n t h e prob ability o f a
a

shut down -

1 7 1 C o st of man
. u fa ct u re — Anoth er p o i n. t in conn ec
t i o n with t h c ndi t i on
e o s f m anuf a cturi ng is t h e c o st o f
o

m a ki ng t h e pr o duct in v aryi ng qu antiti es I t is s id . a

th at go o ds are usu ally s old at t h e pric e th ey c nb e m d a a e

t o c o mm an d i ns t ea d o f o na m ath em at ic al b sis o f c s t
, a o

t o m ak e plus c o st t s ell plus a m ou n

- -
o -
t o f pr o fit d esi e d r .

This is tru e bu t of c ours e t h e s elli ng price must c over

,

al l th es e t h r e e i t ems ; t h e v ari abl e f a ctor is t h e amou n t of

pr o fit Obt ain ed B fo r e a pric e can be fix ed t h e c os t
. e ,

t o m an ufactur e mus t be d efinit ely known A g as e ngine .

m anufacture r w as h avi ng troubl e inm ark eting his pr od

u ct . One d ay h e r e ce ive d a visit from a r epr e s ent at iv e
O f a gr e at m ail ord e r hous e who Off e r e d him a c ert a i n
-

pric e for his ent ir e ou t put T h e m anufacturer gl d o f

.
,
a

t his easy solution o f his se l lin g probl em alth ough t h e

pric e Off er ed w as low did a bit of h asty figuri ng and
, ,

accept ed t h e propos al Sh or t ly a f t erward h e w as in

.

d u ced t o ins t all a r eal c o st sys t em F or t h e first tim e h e .

discovered his actu al cost t o m anuf acture and h e fou nd ,

th at t h e pric e at which h e h ad c ontr act ed t o s ell t h e entir e

output w as j ust enough to c ov er t h e m anufacturi ng cost

with out l eavi ng a c ent of pro fit .

1 72 T h e q u est io nof cap it al — Allie d to t h c on

. . sid er e

atio n o f condi t i on s Of m anufacturi ng are v arious qu s e

tions about t h e c apit al o f t h e busin ss I s c apit l e sy e . a a

o r h ard t o Obt ai n ? C ana l arg e c amp aig nb e pl an n d or e ,

must t h e m ark eting e xpe nditur es b e low ? H ow much

c apit al is now av ail abl e or in sight ? Wh at r t e of e a r

turn must b e earned I s it n ec ess ary t o c onduct a con

?

cen t rat ed c amp aign th at will bri n g imm edi t r esults a e ,

or will t h e st ockh old ers b e willing t o w ait for r esul t s

 S T UDY OF T HE P RODUC T 1 55

until t hefull forc e of a l arge e xp endit ur e for good w i ll

canb e r e aliz e d ? Ar e th er e an y pr ej udic e s amo n g t h ia e

fl u en t ial stockhold ers th at must b e c at r e d t o ? This la s t e

qu estion may s eem out of pl ac e in a sci entific i nv estiga

t i o nof t h e possibiliti e s o f a busi n ss Unfo r t u nately it e .

is only t oo fre qu ently sk ed and ans w er ed int h e affi rm a

a ,

tive M ny stori es ar e t old o f adv ertisi ng accou nt s t h at

. a

are i n effici ntly h andl d

e an d which ye t r em a in in ia
e ,

effici en t h ands b ec use o f influ e nc es th at c ount for m re

a o

t h an t h e busin e ss j udgm en t o f t h e a dvertisi ng or s ale s

m anager .

1 73 C h oosin t h e ri h t n m e — I f t h e product is on e
.
g g a .

th at is to b e tr ad e m arke d or nam ed t h e s el ecti ono f t h e

-

right n am e is a m at t e r of prim ry imp o r t nc e Aft e r a a a .

n am e is t e nt atively ch o s en it must b e at t ack ed from ll , a

sid es N ot u nl ess it can p ass ev e ry t est sh uld it

. o

be fin ally s el ect e d F irst canit b e pro t ec t e d by r e gis

.
,

try at t h e p at ent offic e T h e r equir em ents o f gover n

?

m ent r gistry are m any and v ari d N o name sh ould be

e e .

s el ect ed o f c ours e th at h as ev er b eenr giste red by any

, ,
e

on e els e or th at h as b eenin u se e v e n though un re gistered .

Th e man who is ch oo si ng a n m f r hi s produc t can a e o

well aff ord to give t his m att e r his m o st c are ful t t e ntio n a ,

t o s e rch wid e ly amo n

a g t h e nam s inhis field f busi ness e o .

to r ead t he b st b o oks o nt h e subj ect and fi nally t o g et

e ,

t h e advic e of a l awy e r o r busi n e ss e xp e rt who h as spe

cial i ed o ntr ad e n am e s a n
z d trad e m a rks -

T h e m att e r o f prot ecti o n how v e r is o n ly a p art f

, e ,
o

t h e pr bl em Of t h e n am e
o Af t e r all t h e n am e mu t
. ,
s

be ne t h§t will h lp g el] t h e g ods

o
_ _
e I t should be dis o . so

t in ct ive th t n o ne c ould c o nfus it with any the r n am e

a o e o .

e ve n th ough t h e simil arity might no t be bvi ou s n u g h o e o

t pr ohibit r egistr ati n A n phth a so a p th at h a l n

o o ag s o

—
.

be en on t h e m ark e t h ears t h e n am f t h e m k
a r F ta e o e e
156 MAR KE T ING M E T H ODS
N aph t h a so ap Wh ent h e Pr oct er G ambl e C omp any
.

d ecid e d also t o put ou t a n aphth a s oap th ey t oo gav e

it t h e ir own n am e—P G N aphth a T h e e arli er n ame
,

. . .

w as so dis t in ctive t h at it h ad b ecom e firmly fixe d int h e

public mi nd and t h e newer n ame simply fitt ed into t h e
,

o l d br a i n gro o v e s insuch a w a th a t m an y p eopl e who

y
want ed t h e new pr o duc t asked for P G F els N aph “
. .

t h a s oap Ce rt ai nly it is b ett er t o s el ect ani nv ente d or

”
.

u nusu al w ord or words such as L is t eri ne T arvi a Wool , , ,

t ex or Un
, eed a t h a n t o try to j oint h e cr o wd o f S t an
, d
a rd s Qu ality s Acm e s and oth er simil ar t oo comm on
’ ’ ’
-

, ,

br and n am es .

I t is comm o n s ens e to s el ect a n am e th at is easy for

e v ery on e t o pron ou n c e I t w ould b e in t er est i ng t o kno w
.

j ust h ow much busi ness h as b eenl ost t o Sanat og enand

B onAmi so ap an d C licquot C lub gi ng e r al e b e c aus e o f
t h e h e sit ancy o f m any p e opl e t o a sk f or a thi n g by
n am e wh en th ey are not sure of its pr onunci at ion A .

n am e t oo sh ould b e as sh ort as p ossibl e V el veol a

, , .

So uv er ain e may add disti nction to a f ac e powd er but ,

t h e n am e is not so g o od as t h e sh o r t e r Primr o s e .

F in ally doe s t h e n am e in som e w ay sugg e st t h e u se or

,

qu ality of t h e product D e scriptiv e name s c annot be

?

r egister ed but it is som etime s possibl e to avoid actu al

,

d escription and yet t o give t h e n am e valu able suggestive

qu aliti e s F or i nst anc e a b ett er n am e th an I vory for
.
,

a whit e s o ap could sc arc ely b e fou n d .

1 74 T h e . t r ad e m a r k — Th e subj e cts Of t h e tr ade

-
.

n am e and of t h e tr ad e m ark ar e clos ely con necte d T h e -

.

tr ad e n ame is usu al ly t h e b asis of t h e tr ad e m ark and -

t h e t w o are consid er e d an d r egist er ed t o g eth er Th e .

trad e m ark must first b e constructed in o rd er t o ob t ain

-

t h e m aximum a dv ertisi n g v alu e Th en aft er t h e d esign .

,

is l aid out th ere must be a s earch am ong o th er trad e

,
 S T U DY OF THE P R ODU CT 157

m arks for t h e purp o s e of m aking sur e th at t h e one se

lect ed is origi nal Prot ectiv e r ecords sh ould b e l a id out
.

from t h e v e ry b gi nni ng b ec aus e aft er m ny years wh en

e , a

a comp t itor m ay l ay cl a im t o t h e m a rk if it is to be
e ,

protect e d u nqu esti nabl e proof must be adv anc ed th at

o

it h as actu ally b een in u se for t h e numb er Of y ears

cl aim ed F i nally t h e trad e m ark must be coordinat ed
.
-

with all t h e o t h er forms of publicity .

1 75 T h e p r o bl em of t h e p ack g e — F o ll o wi n
. a g clo se ly
on t h e h eels o f t h e t r ad e n m e and tr d m ark analysis
a a e -

is t h e consid rati on o f t h e c s t siz sh ap e w eight dis

e o , e, , ,

t in ct ive qu aliti e s an, d adv e r t is ing v alu e o f t h e p ack a ge ,

if t h e goods re t o b e s o ld in p ackages One manu fac

a .

turer of c o rnfl ake s b as es his wh ol e adve rtisi ng app al e

on t h e f act th t his p ack ge is som ewh at l arge r th an

a a

t h e p ack age s of riv al m anuf actu re rs T h e t w o b e st

.

known brands of sh aving so ap are so simil r inqu ality a

th at t h e m ark eting app eal for a tim e w as limited t o riv l a

claims for t h e di ff erent ki nds of box es in w hich t h e

sh aving sticks w ere sold Th ere is a growi ng custom
.

to fix upon one u niform styl e of p acki ng and t o ret ain

it for ev ery m emb er of a family of products This pl an .

h as gr eat adv ertisi ng v alu e .

1 7 6 C h a r t in
.
g t h e selling p o int s — I nm aking ca r e ful

inquiry into t h e pr oduct as a prel iminary to t h e mar

keting c amp aign t h e purpos e is prim arily t o brin g ou t
,

facts th at will be h elpful in t h e s el ecti n O f t he b est w ayo

of re aching t h e m ark et Afte r t h e ge ne ral pl an h as bee n

.

m ad e howev er t h e product must agai nbe t h e su bj ect

, ,

of c areful i nquiry for t h e purpos e Of fi nding t he sellin g

points th at will be most eff ectiv e in m akin g s al es The .

s al esm an and t h e adv e rtisi ng manmust pick t h e p rod uct

to pi ec es so th at its ev ery asp ect it s e very u se may be
, .

known and utilized int h e m ark e ting ap peal O ne sa les .

158 MARK E T ING ME T H OD S
m an ag er h as anint er esting s eri es of ch arts th at h e h as
c onst ruct ed t o aid him infindi ng t h e f acts r egarding his
pr o duct and t h e n ink eepi ng t h os e facts const antly be
,

f or e him . T h e first ch art h s fi ve c o lumns ona e f or ea ch ,

of t h e s ens es and m each c olumnar e t h e physic al fact s

,

about t h e produc t th a t app e l t o on e of t h e s e ns e s

a Th e .

se c ond ch art is one of funct i ons ; it sh o ws wh at t h e prod

lu ct d oes T h e t hird t ells wh er e and by wh o m it is m ad e
. .

Th e fourth g oe s i nt o d et a il in sh ow i ng wh at t h e go ods
ar e m ad e of an d how T h e fi ft h lis t s t h e mos t import ant
.

s al es argum ents to co nsum rs nd t h e sixt h do e s t h e

e , a

s am e for d eal ers This is suggest iv e o f wh at might b e

.

a dvis abl e f or e v eryo n e w h o h as som ethi n g to s ell T h e . .

s e l ecti ng of s al e s argum ents of c urs e li es within t h e

, o ,

fi eld of t h psychology o f s al esm anship and o f adv ert is

e

ing b ec aus e t h e s elling poi nt t h at may app ear to t h e

, .

m anufact ur er at first t o b e t h e stronge st may prov e en

t ire ly i n c ap abl e o f s elli ng t h e goods I t is s aid th t t h e . a

m anufact ure rs of V lspar v rnish first b as ed th ir s ell

a a e

ing app e al ont h e quick dryi ng f eat ur e o f t h eir produc t

-
.

This w as i nt eresti ng t o d eal ers but c onsum ers wer e in ,

di ffe r ent t o it Th e consumer c amp aignw as not a suc

.

c ess until t h e emph asis w as pl c ed ont h e cl a im th at t h e

a

v arnish w ould not b e disc o l or ed by wat e r .

1 77 T h e d eman d for t e p o d u c s
h r t — B etween t h e .

study o f t h e product and t he st udy Of t h e m ark et lie s a

fi eld for study th at r each es ou t and o verl ps oneach sid e a .

This is t h e study of t h e product inits r el at i ont o d em and .

P art of t his study must sup ers ed e e v erythi ng else in

t h e pl an f or t h e c amp aign S imult an eo us with t h e first
.

pl nfor t h product in t h e m anufactur er s mind is t h e

a e
’

t h ought Will p eopl e w ant it I s it worth whil e t o

“ ?
,

m ak e it ? Will th r e be a suffici ent d emand for it t o

e

w arrant pu t ting m oney and tim e int o it I f t h e answe r

? ”
 S T U DY OF T HE P RODUC T 159

is m ative at som e st age int h e pl an th ere must be

affir ,

c areful c onsid er ati o n o f t h e following poi nts .

1 78 T h e n
. t r
a u e of d e m an d — I s t h e d em and ex
press ed or unexpr ess ed ? D o p eopl e now r ealize th at
th ey w ant t h e article or must th ey be educ at e d to th eir
,

n eed of it I f t h e product is one o f a n u mb er o f s imilar

?

comp eti t ors t h e m anufactur er will find th at h e is h elp ed

,

by all t h e s ell ing eff ort o f t h e oth ers and h e will or ,

d in aril
y h av e pr e c e d e nts to guid e him in s e l ec t ing t h e

most effective s elling rout e ; but if h e is a pi onee r his ,

proble m is imm ens ely mor e difficult T h e m anu facturer .

of a new br and of oat m eal in p ck ages would find a

-
a

more or l ess s atisf actory rout e to t h e m ark et alr eady l aid

out for him but t h e first m anufactur er of a v acuum
,

clean er h ad a tremendous m arketi ng proble m to solve be

fore h e got r et urns on his inv estm ent .

1 7 9 N ecessit y or luxu ry — T h e s e ll ing pl an wi ll be

.

p artly influe nced by t h e cl assific ati o n of t h e product as

a n ec essity or luxury Th es e t erms are m erely r el at ive ;
.

t h e luxu ry of to d ay may b e t h e n
-
e c essity of t o morro w -

or t h e thing th at in popul ar thought is a luxury may

in r eality be a n ec essity to which t h e public h s not yet a

b een e duc at ed T yp ewriters w ere c e rt ai nly n t thought

. o

of at first as nec essiti es inbus in ess and t s ell th em , , o ,

t h e m anufactur e rs h ad to adopt t h e e xp e nsive m e thod o f

direct solicit ati on The y are n e c essitie s now even th ugh
.
o

t h e s elling pl an h as n o t b e e n gr e atly ch a n ged T he in .

cr easi ng n umb er of di ff erent kinds of outl ets for t h e out

put Of typ ewrite r f actori es h o wev e r i ndic at es th at t h e
, ,

o l d m ethod O f s elling is no long e r univ e rs ally n ece ssary

t f—I s t h e prod
.

1 80 . W ill t h e busin ess be per ma nen

u ct a fad stapl e ? I f it is a fad t h e c amp aig n must

or a ,

b quick an
e d productiv f i nstant r esul t s I f it is a
e o .

stapl e a c o nsid erabl inv stm e nt in g oodw ill may be ju

, e e s
1 60 MAR KE T ING M E T H OD S
t ifi ed , a nd t h e pl a n may b e
b as ed on t h e p olicy of going
sl owly but surely I f a w ar w er e inprogre ss a popul ar
.
,

book d ealing wit h t h e c aus es o f t h e w ar might b e adv r e

t ised wid e ly an d exp ensiv ely in t h e exp c t ati o n th t t h e

e a

public inter est w ould quickly r esp ond t o t h e adv ertisi ng

a pp eal A m anufactur er o f a r o fing pr ep ar at ion on
.
o ,

t h e o th er h an d would exp ect to g et r et urns sl ow ly ; t h e

,

building public would not all r esp ond at onc e to his

app e al ; h e w o uld h av e to l ay t h e firm f ou n d ati ons for
fu t ur e succ ess by a c ar eful picki ng o f s al e s ch annels
an d of a dv er t isi ng m ediums and by husb ndi ng his r e a

s ource s so s t o b e abl e to c onti nu e t h e c amp aign dur

a

ing t h e tim e n e c ess ary for it s cumul ativ e eff e ct to b e

felt .

1 8 1 H ow man
.
y s a l es t o a cu st o mer ?— H ow m a ny

s al es wi ll b e m ad e t o a cust ome r ? A new brand o f cloth

ing might be push ed c ont i nu ally in a giv en t erritory ,

b ec aus e t h e custom ers c ould be i nduc ed t o buy it ov er

an d ov e r ag a i n A m anuf ctur e r f office s af es how
. a o ,

e v e r could not o p e r ate insuch ani n

, t ensiv e w ay I f any .

t erri t ory w er e c ompl etely w orked h e w ould soon e x

,

h aust it and would h av e t o m ov e ont o a new m ark et

,
.

Th co nsid e r ati ono f wh eth er t h e pr o duct is t o be a re

“
e

o r is to s e ll o n ly o n c to custom r is of first
”
e at er a
p e e

imp o rt anc e in pl anni ng t h e m ark eti ng c amp a ign .

1 8 2 Ar e t h ere sellin s easo n s ?— F i n ally wh e n will

.
g ,

t h e pr o duct s ell ? I s it in u se all t h e y ear round or is it a ,

s eas onal T h e m ark eti ng c amp aign of a distributor o f

?

g ard ens eeds would b e entir ely di ff e r ent in m any re sp ect s

fr om t h e c amp aign o f a m anufactur er of fou nt i np ens a .

T h e manwho cang et s atisf act ory r eturns fr om his s ell

ing eff o rts twelve m onths in t h e ye ar wi l l do busi ness in
a di ff er e nt w ay from t h e manwho h as say t w o s ellin , ,g
s easons a y ear and w h o int h off s easons must eith er l y
e -
a
 S T UDY OF T HE P R ODUC T 161

off his s elling forc e or u se th em as imm edi at ely u np ro

d u ct ive tr ad e mission ari es .

S U M M ARY OF ST U DY OF T H E PRODU C T
M aking sur e of t h e product .

T ech nic l t ests

a .

Pract ic al t ests .

C onditions o f m anufacture .

R aw m at e ri al .

W h o co ntrols it ?
I s supply sure and st eady ?
D o e s t h e price fluctu at e ?
Pl ant c ap acity .

Pr es ent c ap acity .

H ow much of it is us ed ?

Wh at i ncreas e in busi ness canb e c red f r ? a o

Opportu nity for exp ansion .

L abor supply .

I s l bor skill ed or unski ll e d

a ?

I s supply alw ays ad equ t e ? a

Possibility of l abor troubl s e .

C ost o f m anu f ac t ur e .

C o st in minimum qu anti t i es .

Unit c o st for exp ect ed incr s e inbusi ness ea .

C apit al o f t h e busin e ss .

Wh at p art o f it canbe us ed for m rketi ng ?

.
a

C anit b e r eadily increas ed ?

H ow much increas ed busin e s w ill present c api t al s

c are for ?
Wh at r at e of r eturn must be e r nd ? a e

M ust r eturns be quick ?

Influ enc e of stockhold ers ins l ectio nof se lli ng meth e

ods .

III —n .
1 62 MAR KE T ING ME T H ODS
The n ame .

L eg a l qu estions .

Practic al que sti ons .

V alu e of di stinctiv ness e .

E as e of pronu nci ation .

L ength .

Sugg estiv e v alu e .

T h e tr ad e m ark
-
.

Adv ertising v lu e a .

Prot ec t i on .

C o ordi nation with oth er pub licity sch eme s .

T h e p ack ag e .

C h arti ng t h e s elling points .

D em and .

Expr e ssed or un expre ss ed ?

I s pr o duct n ec e ssity or luxu ry .

F ad or st apl e ?
H ow soo n will territory b e exh aust ed ?
T h e qu e stion of s e ll ing s easons .
 CH APTER X I
T HE MANU FACTU RE R S
'

C AM PAI G N— STU DY OF TH E
MARKET
1 83 W h t is me nt b t h e m r ket ? —
A ft r t h study
.a a
y a e e

of t h e product com es t h e study of t he m arket T h e mar .

ket ,for t h e purp o s e o f t his study is m ad e up o f t hose

,

p eo ple who chi efly influ enc e dem and H ence even for .
,

t h e m anuf a ctur e r w h o s e lls through j o bbe rs an d re

t ailers t h e m o st import ant p art o f t h e m arke t is t h e ul t i
,

m ate consum er b ecause in t h e great m aj o ri t y o f cas es it

,

is t h e ultim at e consum er who de te rmines wh e t h e r t h e

d eal ers are t o h andl e a product I f a m anufactu re r.

m ak es c ardboard cartons for p ack age goods his chie f ,

m ark et c onsists o f oth er m anuf cture rs w h o buy t h e ca r

a

to ns for th eir products ; for him th erefo re th ese oth e r

, ,

m anufacturers are t h e ultim ate consume rs I nt h e s am e .

w ay d ea l ers th e ms e lv e s migh t b e t h e m o st im port an

, t
p art of t h e m ark e t for a m anuf ctu re r p ro ducing store
a

fixtur es I nevery c ase o f c ourse t h e middlemen are a

.
, ,

p art o f t h e m ark et but t he first study f t h e ma nu fa

, o c

turer must be directed t ow ard th s e w h dest r v t he e x

o o o

ch angeabl e v alu e o f his go ods inst e d of to w a rd those a

w h o m e rely a d d pl ac e a n d tim e utility to th em .

1 8 4 P u rp o se of market a n
. alysis —T h e pur po se o f

stu dying t h e m ark et lik e t h e purpo se of studying t he

,

product is t o asc ertai nt h e most e ff e ctiv e and eco nomical

,

meth o d of m ark eting T his should consta ntly be borne

.

inmind I nv estigati ons fo r th e ir own s k e are w o rt h

. a

l ess U nl e ss t h e r esults are t o be an alyzed and u sed t h e

.
,

1 63
1 64 MARKE T ING M E T HODS
inv estig at ing m anuf actur er is in no b ett er position th an
t h e manwho rush e s i n t o a m ark et with his ey e s shut an d ,

trusts to luck t o find t h e right w ay t o s ell his goods Th e .

m arket f acts t h at ar e worth inve stigating in one

busin ess are not always t h e s am e as t hos e wort h
i nv e s t ig ati ng in anot h er busi ness Th e p o ints pre
.

sent e d in this ch apt e r are m erely sugge stive Ordi .

n r ily m o st o f t he m mus t b e consid er ed and o rdi narily

a , ,

t o o e ach busi n
, e ss will pr e s e nt o th r ph as e s of m ark e t
e

a n a lysis th a t ar e p eculi a r to it an d which must b e t ak e n

into c onsid eration b efor e t h e plan for t h e c amp aign is
compl eted .

1 8 5 . h m s h —
W o co p o e t e market ? F irst t h e manu f ac ,

tur er must find his m ark et H e is putting out a new

.

br and of talcum powd er for ins t anc e W h o is goi ng

, .

to buy it To whom must

? h e a pp al W h o a e t h e
e ? r

p eopl e who are to i nflu enc e d em and and d et ermi ne his

succ ss or f ilur
e a e an d wh r will e find th em H e must
e e h ?

first de cid e wh eth er his m ark et is t o b e f und among o

men w om en or childr en and in his consid e rat i ono f this

, , ,

qu estion h e must r em emb er t h at t h e p eopl e who actu ally

ar e to p a th e ir mon ey for h is g o ods ar e n ot n e c e ss arily
y
t h e on e s who r eall y influ enc e t h e purch as e M anu fac
.

t u rer s of automobil e s are a dv ertisi n g to s om e ext ent in

boys m gazin es be caus e it is thought th at t h e boy oft en
’
a ,

e x e rcis e s influ en c e int h e purch as e o f a moto r car F ew .

mencontrol t h e f amily choic e f or t h e kind of pi ano th at

is s el e ct d yet t h e man of t h e h ous eh old usu lly buys
e , a

t h e instrum ent L i f e i nsur anc e is s o ld chi efly t o men

. ,

but th ous ands o f polici e s woul d n ev er b e pl ac ed e xc ept

for j udicious s ale s activity dir ec t ed tow rd thos e w h o a

ar e to b e t h e b en e fici ari e s .T h e qu e stion as to whom t h e

chi e f s elli ng app eal should be m ad is of t ena nic prob

e e

lem r equiring gr eat c ar e in t h e s olution T h e manu fac

,
.
 S T UD Y OF T HE M AR KE T 1 65

t u r ers of busi ness phonogr aphs are facing this probl em ,

an d a e doi ng an int er e sti ng w o rk inh armonizing t h e

r

a pp ar e ntly conflict ing int er e sts of st e n o gr aph ers an d

office m an age rs .

Often howe ver a singl e app eal canbe m ad e b ecaus e

, ,

t h e p erso n w h o actu all y buys is influ en ced o nl y by his

o w nop inions an d needs Wh eth e r h e is a man a w oma n
.
, ,

or a child is a qu e stio n of importa n c e int h e choosi ng

o f s al es ch ann els and s al e s and a dve rtisi ng a rgu m ents in ,

stand ardizi ng t h p erson ality of t h e s al es fo rc e in fi xing

e ,

prices in d eciding on t h e u se of d emo nstr at ions o r of

,

s ampling c amp aigns and in m any oth er phase s o f t h e

,

manufacture r s pl an of m ark eti ng

’
.

Ar e t h e possibl e purch as ers rich or poor W h at are

?

th eir o ccup ati ons Ar e th ey l awy ers bod c arri e rs o r

?
,
-

railroad empl oyés ? Obviously th es e qu estio ns have a

b earing on s al es m eth ods A b e autiful pie c e of e xpe n.

siv e j ew lry canbe pr o fit ably sold by high grad e sa l e s

e -

menc alli ng ou t h e e xclusive j ew el ry trad e C h ea p je w .

elr y to b e sold in v ari e ty stor e s o nt h e o t h e r h an d mus t

, ,

b e m ark et e d in an e ntir ely di ff e r ent w y T h e trad e a .

ch ann els t h e pric es t h e adve rtising m ediums t h e sa les

, , ,

a pp e a l for ana r t icle to b e s old t o pr o fe ssi o nal me nmust

di ffer greatly from t h e m e thods us ed in reach in g t h e

m ark et of d ay l abore rs .

F i nally wh at is t h e e nvironm ent of t h e po ssible pur

,

ch as ers ? D o th e y live in t h e ci t y in sm aller t o wn s , ,

o r int h e c ountry ? F o r s om e a rticl e s t h e a ns w e r t o t h is

qu e stion is easy Th e m anufactur r f wi ndmills would

. e o

sc arc ely s eek his m arke t int h e citie s F o r many prod .

n e ts how ev e r th er e is a ch ice f m arkets : t h e good s

, ,
o o

may be us ed e ith er by city r c untry dwell e rs oIn o .

su ch c as e s t h pr o bl e m b ecom es o n
, e e of se l ecti n g t h e

li ne of l ast r esist nc e Buyi ng h abits m ust be co nsid

e a .
1 66 MAR KE T ING M E T HODS
e er d A m anuf actur er of a new li ne of hosi ery an alyz ed
.

t h e situ ationan d d ecid ed th at city p eopl e h av e be enm or e

accustom e d to buyi n g h o si ery by br and n ame s th an
p eopl e who liv e in t h e cou ntry Accordi ngly b e d e
.

cid ed th at h e w ould h ave less comp etiti o n and would be

abl e to build up a firm er busin e ss by di r e cting all his

app eal to t h e cou n try trad e th anby s eeki ng to enter t h e

strongly comp et itiv e city m ark ets M any manu f c . a

t u rer s are findi n g with surprise th at th ey h av e ov er

looke d impor t ant m ark ets by confini ng th eir act ivi t i es
e i t h er t o t h e city or t h e country fi eld P erh aps t h e grow
.

ing r ealiz at i ono f t h e import anc e o f t h e f arm m ark e t is

t h e most not abl e f e atur e of pr e s e n t d ay s elling
-
.

1 86 W h ere is t h e market ?— I s t h e m ark e t int ern

. a

t ion al , n ati on al se cti on al or loc al ? I s t h e product

, ,

suit ed to o nly one loc ality or is its u se wid e spr ead ? -

Yellow l au ndry s oaps are g ener ally us ed thr ough out t h e

Unit ed St ates bu t it h app ens th at int h e stat e s of t h e
,

N orthwe st t h e d em and is chi efly for l aundry so ap th at

is white T h e m anufacturer of such a product would
.

find his m ark et d efin e d by r el atively sh arp geogr aphical

li nes Som etim es tr ansport t i on probl ems n atur all y
. a

limit t he size of a m rk et A brick m anufactur er c ould

a .

not ordin arily ship his product great dist ance s b ec aus e
t h e cost of tr ansp o rt ti o n w o uld put him at a dis
a

a dv ant a g e wi t h r e sp e ct t o loc a l comp e titors Oft ent h e

.

p o ssibl e m ark et is of nati onal or i nt ernat ional scop e and ,

t h e se l e cti ng o f o n ly a limite d p art of it for t h e s al es ac

t ivit ie s o f a m anuf actur er is a m att e r o f conscious p licy o

b as ed on comp eti t i on probl ems limit e d m anufacturi ng

,

an d m ark eti ng r esourc e s or ot h er r easons th at dict at e a

,

p arti al d evel opment of t h e av ail abl e m arket Som e .

t im e s m anuf ac t ur ers f ail to r e ach out as wid ely a s th ey

might b ec aus e o f ignor anc e of t h e ext ent of t h e m ark t e
 S T UD Y OF T HE M AR KE T 1 67

or b ec ause of ignor anc e of t h e m eth ods of ge tting tr ad e

outsid e o f a n arrow fi eld I n p ast y e ars m any Ame ri
.

canm anuf actur e rs h av e ignor e d t h e for ei n m ark e t for

g
th ese r e as ons or b e caus e compl ete dom estic absorption
,

of th eir product did not n ec essita t e a s earch for a wid e r

fi eld This c ondition is ch angi ng P o litic al as w ell as
. .

e co n omic r easons are urgi ng m anufacture rs t o d evelop

th e ir export trad e ; and with t h e increas e o f t h e agita
ti o n for for eign tr ad e r el ations w e can exp ect to see,

r dical ch anges in t h e s al es polici es and s al es m et h ods

a

of Am eric an m anufactur ers .

C lim atic conditions are often import ant in guiding a

m anufacture r to his n atur al m arket U mbrell as are n t . o

a liv e ly commodity in N ew M exico ; fur co ats d not o

find a m arket in L ouisi an a ; nor are cotto ngins sold in -

M i nn e s o t a This is a m att e r of comm o n s nse as are

. e ,

most o f t h e oth er consid erations inm ark et analysis ; yet

t h e story of t h e m anuf acture r who tri ed to s ell w oo l n e

c aps in Br azil is not uniqu e in its evid nce o f t h e fail e

u r e to apply c o mmon s en s e t o m ark eting probl ems .

1 8 7 W h encant h e p ro d u ct be so ld ?—S elli n

. g m eth
ods will l argely d ep end on wh en t h e p eopl e w h o compose
t h e m ark et ordi n arily buy t h e pr oduct th at is u nd er co n
sid eration T his is p artly a m att er of buyi ng se asons
. .

I n c ertain lin es t h e s easons are s eemingly fi xed b eyond

t h e possibility of ch ange M ens cl t hing for insta n ce
’
. o , ,

is b ought by t h e consumer in t h e spring and fall gar ,

d eni ng tools are chi efly purch as ed l at e in sprin g or early

in summ er and t h e j ewelry busi ne ss is at it s h e i g ht a t
,

C hristm as . I n lin e s in which buyi ng is seaso n al t h e .

m anufacturer mus t as certai n b t h t h e buyin g seaso ns

o

for c o nsum e rs and fo r d e l rs b e c use t h e d eal e r s sea

a e , a
'

so n n a tur ally pr ec ed s t h c nsumers H e m ake s his ’

e e o .

pl ans c arefully so th at t h ctivi t i e o f his sal esm en w ill

e a s
 68 MARKE T ING ME T H OD S .

be focus ed on t h e trad e at t h e prop er tim e and so th at ,

his consum er app e als will h ave th eir gr eat es t cumul at ive
e ff e ct at j ust t h e right tim e to influ e nc e t h e s ea so nal pur

ch as es .

I n conn ection with t h e s al e of so c all ed s eason al goods

-

th ere are t w o int er est ing d ev el opm ent s One is t h e .

gr o wi ng custom of c ontinui ng c onsum er advertisi ng

thr oughout t h e year in ord er th er eby to fix mor e firmly
t h e adv ertis e r s br and in t h e minds of t h e buyin g public
’
.

This pract ic e is ex emplifie d by t h e year round adv ertis -

ing of t h e m anuf actur e r of a br and o f summ er weight -

und erwear An o the r d ev elopm ent is t h e att empt to put

.

goods th at w ere form erly s eason al s ell ers i nto t h e all

y ear ar ou n
-
d cl ass I t is s aid th at b e fore t h e ext ensiv e
.

a dv ertising of S ap ol io b e g a n m any y ears ag o scrub ,

bing so aps and cl eaning compou nds sold chi fly during e

t h e custom a ry s emi an nu al hous ecl eani ng p e riods N ow

-
.

t h e s al e s do no t v ary gr eatly from m o n th t o m onth R e .

t ail d eal ers who fo rm erly thought it w as n ec ess ary t o

ab and o n th e ir a dv e rtisi ng t o l ay off m o st of t h e ir cl erks
, ,

an d to sp end most o f th eir tim e k eepi ng cool duri ng t h e

summer h av e found th at in most citie s th er e ar e plenty
,

of p eopl e intown wi t h mon ey duri ng t h e h eat ed t erm ,

an d th at incr e as e d i nst ea d of d ecr eas d s elling efl ort s

’
e

during th at tim e will bring c orresponding r esults .

M any m anufac t ur ers and d eal ers m ak e a c ar e ful study

of t h e occ asi o ns wh enbuyers ar e in t h e m arket for th eir
goods and by t h e u se of avail abl e re c ords and int elli
, ,

g enc e t ak e full advant age of every opp ortunity to reach

,

buyers at th es e tim es W e ddings and births are .

watch ed and s al e s efl ort s direct ed t o ward thos e who

,
'

might be in t h e m ark e t on t h e anniv ers ari es o f th e s e oc

c asions M nu f c t ur ers o f offic e equipm ent and h ome
. a a

furnitur e k e p int ouch with thos e who h av e su ff er ed l o ss

e
 S T U DY OF T HE M AR KE T 1 69

through fi re T h e r ecord of building p ermits is a v alu

.

abl e ind ex of possibl e buy ers for d e al e rs inall kin ds o f

m at eri al Th ere are few kinds of busin ess th at ca nn o t
.

push s al es by anint elligent u se o f clipping b u reau s and

oth er s ourc es of info rm ation r egard ing possible buye rs .

1 8 8 H ow a e p u c s s mad e ?
. r r h a e — T h e qu e stion of how
thos e who comp ose t h e m arket m ak e th eir purch ase s is
chi efly of import ance to t h e m anufacturer ent eri ng an
e xisti n g comp etitiv e field but c ert ain ph as e s of it are
,

also of import a nc e t o t h e pi o n eer T h e qu e stion involv e s .

l argely t h e m atte r o f buying h abits D o buy ers of t h e .

sort of thing th at you a new m anufacturer are trying

, ,

to introduc e ordin arily buy by brand o r do th ey ca re

,

littl e about t h e n am es u nd e r which goods are sold ? I f

th ey usu ally buy by brand h ow strong is th eir attach ,

m ent to t h e goods th ey ar e now using and wh at ca nbe ,

your e xp ectation sof ch angi ng t h e dire cti nof d em d

o an ?

I t h as b een s aid th at if an article co ntributes to t he

p ers onal comfort h ealth o r app earanc e of t h e p e rs n
, ,
o

for whom it is bought or t o t h e app earanc e of som e of

,

his poss e ssio ns his a tt a chm e nt f r t h e a rticl e h e h as

, o

b ee n usi ng s atisf act orily is much str nge r th an t h e ff ect o e

o f a napp e al t o utility e c o nomy o r s m e oth e r im p e r

, , o

s onal id ea A ma nw h o h as f ou nd j ust t h e m ake a nd

.

sh ap e o f coll ar th at suits h im is n t sil y i nflu enced t o o ea

buy anoth e r brand whil e an induc em e nt of price o r

,

proo f of sup erior qu ali t y will readily indu ce him t o

ab a n d o n t h e ki nd o f offic e ink h e h as b eenbuying C o n .

sid erations such as th e s e aid t h e m a nu factur r in esti e

m ating t h e am ou nt o f busi n ss h e ca nho pe to g et in a e

c mp etitiv e fi eld and in d et rm i ni ng t he necessary

o e

streng th and dir cti o n o f his s lli ng e ff ort

e e s .

D o t h e c onsum e rs in t h e d esired m ark e t o rd in arily buy

direct ly from m anufactu rers or from dealers ? Are t h ey
1 70 MARKE T ING ME T H ODS
a ccustom ed to s eek th eir own s ources o f supply or is ,

p rso l s licit ti n th eir tr d e t e comm thing I t

e n a o a o o f a h o n ?

w ould be diffi cult to ge t a busin e ss mant o g o t o a stor e ,

simply through t h e fo rce of adv ertisi ng t o m ake i nquiry ,

r eg arding an adding m ach in e b ec aus e h e ordi narily

,

does not fully r ealize his nee d until a s al esm anh as h elp ed
to prove it to him I t is s aid th t t h e numb er o f p eople
. a

who v olunt arily apply at life i nsuranc e offic es for p oli

ci e s is so sm all as t o b e pr ac t ic ally n egligibl e I nth es e .

an d oth e r lin e s consum ers ar e accust om ed t o buy only

,

a f t e r dir ect s o lici t a tio n On t h e o th e r h and a man ed

.
,p
d ling cig ars fr o m o ffic e to o ffic e might b e l ook e d up o n
wi t h suspicionb ec aus e smok ers usu ally m ak e th eir pur
ch as es at st or es or by m ail C onsiderati ons such as t h e s e
.

h av e a d ecid ed b eari ng ont h e s al es m ethods to be fol

l o w ed by t h e new m anufactur er .

Oth e r qu es t i o ns c onc erned with t h e buyi ng h abits of

t h e d esir e d m ark e t ar e t h e f o ll o wi n g : D o t h e p eopl e

in t h e m ark et exp ect cr edit ? Will profit s b e d ecreas ed if

cre dit is not gr ant e d ? D o the y buy in l arg e or sm all
a m ounts ? C h ewi ng gum for y ears h as b eens old infi ve
c ent p ack ages one p ack age at a tim e One manu fac
, .

tu rer h as tri ed to alt e r t hi s buying h abit and i ncid ent ally

,

de cr eas e his s al e s exp e ns e and i ncr eas e t o t al s al e s by ,

usi ng t h e slogan Buy it by t h e box I nm any c as es

,
“
.
”
,

how ev er it is not wis e to attempt to ch ange buying h ab

,

it s and t h e m anuf actur er will fi nd it a dvis bl e to h ar

,
a

moniz e his s elli ng efforts with existing custom in t h e

m ark et h e is att empting t o win .

1 8 9 H ow mu ch can be sold ?
.
— N o m ark eting cam
i n c an b c a r e fully pl an n e d th at is not b a s ed o n
p ga e

mor e or l ess d efinit e knowl edge of t h e consumi ng pos

sib il it ie s of t h e m ark e t T h e m anuf actur e r should try
.

t o fin d ou t t h e pr e s e nt tot al c o nsumptio no f t h e ki nd o f
 S UDT Y OF T HE MAR KET 17 1

goods with which his own is incomp etitio n t h e tota l per ,

c apit a consump t ion t h e per c apit a c ons umption by

,

st at es and towns t h e i ncr eas e s or d ecre as es inconsum p

,

tion and all ot h er p erti nent f acts th at wi ll h elp h im in

,

e s t im ating t h e possibiliti e s o f t h e busi n e ss an d t he

am o u n t of s al e s h e canr eas on ably exp ect to m ak e both
wh en t h e c amp aign is new and duri ng succ eedi ng years .

Wh e n a pr oduct is new and noncomp et itive t h e size -

o f t h e possibl e m a rk e t is pur e ly a m at t e r o f e stim at e .

Wh en t h e first s afety razor w as off re d for s le t h e

-
e a ,

m anufacture r h ad littl e b asis for gu e ssi ng h o w m any

p eopl e might b e int er est ed in it ; t h e p o ssibl e m arke t
might be s aid to c onsist of every m al e adul t in t h e cou n
try But t h e m anufactur er of a s afet y raz o r tod ay h as
.
-

a b asis for more d e fi n it e figuri ng F irst h e tri es t . o

find out t h e tot al s al es of s afety razors in t h e U nite d -

S t at e s if h e is to confin e his tr ad e t o t h e dom e stic mar

,

ket . I t is not alw ays easy to g et inform ation of t his

ki nd but th er e are w ays o f l earning busi ness facts and
, ,

t h e c ar e ful m a nuf actur e r wil l fi n d th em St atistics of .

production are av ail abl e ; w ell i nfo rmed advertising -

a g en ts and l arg e d eal ers cano ften m ake fair estimates ;

an d s e v e r a l org aniz at i ons m ak e a busin e ss of diggi n g ou t
all k inds of s al es f a cts a n d figu r es .

1 90 I s t h e market gr o w in
.
g or sh ri nki ng ?— Tot al

pr esent consumption h o weve r is not all th at must be

, ,

a sc ert ain ed I t is also n ec ess ary to fi nd t h e rate at which

.

t h e busin ess is incr easi n g I f t h e annu al g ro w t h is l arge

. .

t h m anufactur e r e nt ering t h e fi eld canexp ect to g e t a

e

sh are of t h e busin e ss with comp arative ase because c ,

r apid increas e ordin aril y m eans a r el tively u nd e ve l a

o p ed m ark et and a str ong d em and p art o f whic h may ,

be d efl ecte d fr o m est ablish e d br n ds I f t h e total bu si

a .

n ess is st ati on ry o r d ecreasi ng r if it sh o ws only a smal l

a , o
1 72 MARKE T ING M E T H ODS
increas e t h e m anufactur er s eeking to ent er t h e m ark et
,

or to incr eas e t h e s al es of a product alr eady on s al e

should inv estig at e t h e c aus es of this c o ndition H e may .

fi nd first t h at t h e m ark e t is limit e d an

, , d th at it h as
r each e d t h e p o int o f s aturation in consumpti on ; in
“ ”

oth er words it is alr eady t aking all t h e goods it is ca

,

p ahl e of c onsuming Th er e are m any such m ark ets

. .

T h e d em and for c andl es for inst anc e is not k eepi ng up

, ,

with t h e i ncrea se in p opul ation b ec aus e n ewer m ethods

,

o f illumin atio nar e drivi n g c andl es from t h e fi elds A .

m arket of this sort is not a promising one I f a m anu .

fac t ur e r wish e s to ent er it or b eing init wish es to in

, , ,

cr ease his ow nbusi ne ss h e must fight a pur ely comp eti

,

tiv e b attl e ; his g ain will be his comp eti t ors loss ; and if ’

his c omp etit ors m atch his own activiti e s t h e r esult will ,

b e i ncr ea s e d s al e s cost for al l without corre sponding in

cr eas e ins al e s .

Such a c ondition h o wev er is not typic al

, , Ordi na .

rily if t ot al s al es inany fi eld are not progr essi ng s atis

f act orily it is b ec aus e t hos e w h o o ccupy t h e fi eld ar e not
,

t aking adv ant age o f all t h e av ail abl e opp ortu niti es A .

m nufactur er w h o ascert ai ns this fact about a m ark e t

a

may ent er it with t h e r easo nabl e hop e o f g etti ng go o d

r eturns fro m int elligent mark ti ng efforts H e candi e .

r ect his s al esm anship and adv ertisi ng pri marily toward
t h e e duc ati ng of n ew custom ers Th e t ot al bus in e ss will
.

b e i ncr eas e d and h e will g et h is sh ar e of it ev ent h ou g h

'

his comp eti t ors may w ak e up and d o t h eir sh ar e in in

cr easi ng consumption A m arke t th at o ff ers anoppor
.

t un it y for c onstru ctiv e s al e s a ctiviti e s is al w ays m o r e at

t r a ctiv e an d mor e pr o fit abl e t o a m anuf actur er th none a

th at admits o f m erely comp etitiv e m arke ting m ethods .

1 9 1 C o mp ari so n of co n
. su mp t ion an d p r o d u ct ion .

Al though it is i nt ere sti ng to g et f acts r eg ardi ng con

 S T U DY OF T HE MARK E I '
17 3

sumption for t h e entir e country or ev en for t h e world ,

as indic ativ e of t h e p o ssibiliti e s ah ea d o f t h e succ e ssful

busin ess t h e average sm al l m anufac t ur er will be int er

,

e st ed imm edi at ely o n ly in figur es r eg rd ing consum p a

t ion in t h e t erritory in which h e wish e s to op erat e Af t e r .

obt aining figur es for th at t e rritory h e should comp ar e

t h em with his actu a l or e stim at ed product i o n I f t he .

pr es ent consum ption t akeninto c o nsid er ati onw ith t h e

,

e xp e ct e d incr eas e b as e d on t h e t end enci e s in t h e busi

ness i ndic at es th at
,
b ags o f c m ent will be used e

t h e coming y ear in t h e district th at t h e m anuf actur e r

can conv en i ently s erv e and if his own annu al produc
,

ti o n is b ags h e must g et 1 0 per c ent of t h e to tal

,

busi ness if h e is to op er at e his fact ory to c ap acity C an .

h e g et this p erc ent ag e ? H er e e nt ers t h e probl e m of

c omp etition Who else is g etting t h e busi ness ?
.

19 2 . o —
T h e st u dy of c mp e t it i n I nco nn e cti o n with
o
comp etition th er e are m any qu esti ons to be a sk ed and
an swered F irst h ow m any comp titors r th e r T h e
.
, e a e e ?

e x act numb er canr e dily be l e arn e d from trad e lists pre

a

p ared by comm erci al agenci e s and tr ad e pub lic atio ns .

H o w l ong h as e ach one b eeninbusi ne ss ? Wh at ar e t h e

r esourc e s of e ach ? C omm erci a l agenci es can ls o giv e a

i nform ation of this ki nd I t is v alu bl e t o t h e m anu . a

facturer b ec ause it sh o ws him t h e strengt h o f t h e co m

p e t it ive a rmy with which h e must fight fo r busin e ss ; h e

will hop e to d o his p art in m aking new custome rs but ,

e v e n for this n e w busin e ss h must compete with t h e e

o th er m an ufacturers in his fi ld T h e m od ern bu siness e .

mando e s not do much t alki ng ab ut his co m pe tito rs ; bu t o

h e do e s busin e ss o nd e fi nit k n o w l ed ge o f w h o t h e y a re
e .

wh at th ey are d ing a nd w h at th y a re bl e to do in t he
o ,
e a

fi ld inwhich h e is o pe r ting T igno re co m pe tito rs is

e a . o

to fight in t h e d ark Busi ness is best co nduct ed in

.
1 74 MAR KE T ING M E T H ODS
t he d aylight of known comp etitiv e str ength or weak
n ess .

1 93 The f o
r ela t ive st rem t it o
ng t h — O n
o of
c
.
p e rs e

t h e most import ant qu e sti o ns t o b e ask e d r eg arding com

p et it ors is t h e p erc en t ag e of t h e pre s en t tot al busin ess

obt a i ne d by e a ch Supp o s e a m anuf actur er fi nds th er e
.

ar e f o ur t ee n c omp e t itors in t h e t errit o ry t h at is n atur ally

his One o f th em get s 7 5 per c ent o f t h e bus in ess one

. ,

g et s 1 0 per c ent and t h e oth er tw lv e divid e t h e re

, e

m ai ni ng minut e port ion This i ndic at e s ov rwh elmi ng

. e

str ength on t h e p art o f one comp et it or and unusu al ,

w eakness ont h e p ar t of t h e oth ers I f t h e new m nu . a

factur er nee ds 1 0 per c ent o f t h e busi ne ss in ord er t o

keep his pl ant ru nni ng inm any c as s h e would d ecid e
, e

th at it would b e ch eap r nd e asi e r t o go aft er t h e

e a

busin ess o f t h e tr ail ers r at h r t h nt o t ry t o m ak a d ent

e a e

in t h e tr ad e of t h e o v e rsh a do w i ng l ead er T h e pro .

g essive m an
r u fact urer is usu ally m or e ger t o enter a ea

mark e t in which th er e a e a few d omi n nt figur es and

r a

m ny unimport nt tr ail rs th an on in which a l arge

a a e e

numb er re strivi ng ev nly for t h busi ness I f t h e

a e e .

bigg st m anufactur er now ina m ark et get s only 1 5 per

e

c ent f t h e t ot al busi ness and if h e is cl o s ely followed

o ,

by m ny o th ers who g et from 1 0 per c ent to 1 2 per c ent

a

of t h e tr ad e t h e new m nufactur e r w h o pl ans for a l arge

,
a

o utpu t must r an k from t h e outs et w ell up among t h e

l ad ers if h e is t o k e p his pl ant busy This is not an
e e .

e a sy t a sk an d t h e m nufactur er at t mpting it must b e

,
a e

w ell b ack d by c apit l and s elli ng st rat egy

e a .

Anoth e r imp or t ant q s t i on inv olv es t h e pr es ent

ue

g oodwill f each c omp et itor Wh at h s b een t h e r t e

o . a a

o f incr eas inhis busi ne ss

e ? H as h e st o d s t ill or d oe s o ,

a h e althy gr w th i n dicat e grow i ng goo dw ill and good

o

s elling ability ? H ow is h t h ough t of int h e trad e ? I s

e
 S T U DY OF T HE MAR KE T 1 75

it going to be easy to comp et e wi t h him or is h e lik ly , e

t o m atch an y t r a d e dr a wing ac t iviti es t h at ar e l au nch ed

-

by a c omp etitor ? 1

19 4 C o pe i e
m t t iv m r ke t in m t h o d — F i n ally wh at
. a g e s ,

ar e t h e m ark et i n g m ethods of each comp et itor ? Wh at is

t h e policy of each on e with r e sp e ct to s al e s ch ann els a d ,

vert i in cr e dits d e al e r coop e r atio n an d a l l t h e t h r

s g , , o ,
e

things th at go to m ake up t h e d et ails of a s al es cam

p g a i n ? T h e purpos e in a sc e rt ai n i n g th e s e f a cts is n o t
t o en abl e t h e inv e stig ator to copy t h e m ethods of his

comp etitors G ood busine ss is not imitative T h e pur

. .

p o s e is to p ermit t h e i nv estigator to t k e adv anta ge o f a

t h e mist ak e s of o th ers an d to guid e him inf ollowing cu s

,

t m wh e r e cust o m ary m e th ds
o o — t h e li n e o f l e ast r e sis t

mee— s eem to be t h e b e st for t h e giv en co nditions N ov .

e lt y in s al e s m eth ods is oft env alu abl e but n o v elty at t h e ,

cost of t h e goodwill of deal ers or consu m ers is fo olish .

Oft en t h e old w ays are t h e b est .

On e ph as e of comp etit o rs m ark eting m ethods th at ’

must b e clos ely studi e d is th at which h as t o do with

price s and profits I t is ess enti al th at eve ry fact o r int he
.

fi ld should know t h e pric e s ch arged by l l his co mpet

e a

it ors to j obb ers to r et ail ers a n , d t o c onsum e rs an ,

d t he ,

profit th at each f actor indistributi o n m ak e s o neach li ne

o f c omp eti ng goods Pric e s are fin ally fix d by co m
. e

p eti t ion and t h e facts o f comp etiti n ar presum ably

,
o e

r gistered in t h e prices of t h e goods already int h e fi l d

e e .

T h e m anufactur e r who o ff e rs a pro fit so l w th at t h e o

d eal ers c annot p y th e ir selling e xp ens es ou t of it will no t

a

g e t th e ir coop e r a tion A pric e to c on sum . e rs th at e x ceed s

comp eting pric e s and d oe s n t giv in re t u rn gre atly o e

increas ed v alu e will kill a c mp ign ; so t oo a pri ce a a , .

th at is much b el o w t h e m ark et w ill need lessly d isru pt

M ny f t h q i n d i c d m int niv ly int h l m n
‘ a o e se u e st o s a re s usse ore e s e e vo u e o

Ad ve rt ising w
Em ro a
'
'
a No w .
176 MAR KE T ING M E T H ODS
tr ad e r el ations and is likely to r esult in re pris als and
ultimat dis s t er C omp et itors c annot and do n t g et
e a . o

tog eth er t o fix pric es u nd er a m arket syst em o f r e l

, a

comp et ition but t h e organiz ation o f t h e m ark et is such

,

th at th er e is a p erfec t ly natur al tr end t oward r el atively

uni fo rm pric es for u niform goods .

19 5. T ran sp o r t a t io n p ro bl ems — T h e l ast ph as e o f

study of t h e m arket is conc erned with transp ortati on
proble ms T h e factory in t h e fi rst pl ac e must b e l oc at ed
.

logic ally with r ef erenc e to t h e r aw m at eri als and t h e

m arket I t s eems inconc eiv abl e t h at a manwould put

.

up a c anning factory in N ew J ers ey without ade qu at e

an alysis of t h e si t u ation an d fi nd too l at e th at h e w as

, , ,

5 00 mil es aw ay from his raw m at e ri al ; an d yet this w as

ana ctu al i n cid ent Anothe r m anuf acture r built a pl ant
.

in a sm all inl and Wisc onsi nt o w n nd w h enh e c am e to ,

a ,

m ark et his product which w as i nt end ed for f arm ers

, ,

fou nd th at t h e only r ailroad l d sou t h t o C hic ago F or

e .

t un at el y such incid en ts as t his a e not common bu t th y

r ,
e

i ndic at t h e n eed f or commons ens e study o f t h e si t u ation

e -

b e for e any m oney is sp ent to m ak e or m ark et a product .

T h e e xt ent o f t h e m ark et is d efini t ely limit e d by t h e

ability of t h e m an ufact urer t o ship his goods quickly
a nd ch e aply Unl e ss a pro duct is a n ov el t y which c n
. a

not b e duplic at e d by comp et i t ors or u nl ess t h e m anu ,

f acture r h as giv en t h e n am e of his br and such wid e pub

licit y th at it t k e s ont h e nat ur e of a sp ci al t y h e can
a e ,

not h 0 pe to ext end his m arke t much b eyond t h e r ea in a

which shipping ch arge s fr om his pl ant are l ess th an

from a comp et itor s est ablishm ent Branch w ar eh ous e s
’
.

h elp to wide n his area of op erations and a gr eat nati onal ,

s l e s organiz ation canoft nh elp t o l ess ent h e h andic ap

a e

o f high shipping ch arg e s But reg ardl ess of t h e s e t hings

.
,

t h e probl em o f tr an sport ation is always a vit al one ,

 S T UD Y OF T HE MARK E T 1 77

forcibly aff ecting t h e size of t h e m arket t h e pri ces for ,

t h e goods an d t h profits of t h e m an u f actur e r I t is in

,
e .

t ere st ing to no t e t h at j obb ers h av e t h e sa m e shipping

pr obl ems as m anufactur ers T h e Glafli nfailu re in1 9 1 4 .

is s aid to h ave sound ed t h e k nell of long dis t anc e j ob -

bi ng from t h e E ast T h e j obbing c ent er of t h e cou n

.

try h as in evit ably shi ft ed t o C hic ago and St L o uis as .

t h e w e stw ard tr en d of pop u l ation h a m ad e n ation al s

j obbing o p erations c ent ering in N ew Yo rk more and

more of animpossibility .

S U M M AR Y OF ST U DY OF T H E M A R K ET
Who are p eopl e th at m ak e up t h e m ark et ?
t he
C onsid er atio n o f thos e w h o buy a nd t hos e who ih
fl u ence t h e buy e r .

Men wom en or childr en ?

, ,

Rich or poor ?
Occu p ati ons .

Environm ent— city t own or cou ntry d w ellers

, ,
.

Wh er e d th ey liv
o e ?

I s m ark et internati onal n ation l s ecti n al ,

a ,
o , or l c l
o a ?

Wh at limits it ?
C anit be e xte nd ed ?
C lim atic i nflu enc e .

Wh en d o th ey buy ?
Buyi ng s easons .

Extending t h e s eas o ns .

Wh e n do buy ers ent e r t h e m arket ?

H ow do th ey buy ?
I s it h ard or easy t o ch ange buyin g h abit ? s

D o th ey buy from d eal ers or f rom m anufactu re rs ?

I ll —12
1 78 MAR KE T ING M E T H ODS
Do th ey exp ect credit ?
Do th ey buy in l arge or sm all qu antiti es ?

H ow much will th ey buy ?

Tot al consumpti o n o f all comp eting products .

I s t h e m ark e t growi ng or shri nking ?

T o t al c o nsump t i o n inre stricted t erritory .

P er c apit a c onsumption .

C omp arison of consumption and production .

F rom whom do th ey buy ?

T ot al numb e r o f comp e tit ors .

Resourc es of e c h
a .

Rel ativ e strength of c omp eti t ors .

Prosp erity and g ood w ill o f e ch

v
a .

M ark eti ng m eth o ds of comp et i t ors .

S al es ch nn els
a .

Prices and pr o fits .

T r ansp ort atio npr oblems .

I nflu ence on siz e o f m rket a .

I nflu e nc e on pric e s profits and o th e r s e lli ng f actors

, , .
 C H APTER X I I

TH E MANUFACTURER S CAMPAIG N—REACHING

'
THE
MARKET
1 96 .T h e t h ird p art of t h e p ro blem — Aft e r t h e man
u f act u re r h as studi e d his product a n d h as answe red t h e
m any qu estions th at are suggest ed by its analysis a fte r ,

h e h as a lso studi e d his m ark et and h as found out about

it t h e v arious things th at are n ec ess ary t o guid e him
inhis s elli ng a ctiviti e s h e fi nds hims elf f ac e t o f ac e wi t h
,

t h e h ard est p art o f his pl an n i ng for t h e c amp aign — t h e

an alysis o f t h e v ari o us tr ad e ch an nels and t h e s e lect ion
of t h e right w ay to r each his chos enm arket T h e firs t .

—
two p rts of t h e pl anni ng for t h e c amp aign t h e st u d v
a

of e pr duct and t h e study of t e m ark t are r el a

t h o h e—
t ively easy b e c ause h er e t h e m an
, ufacturer d eals ch ie fl v
with d efi ni t ely a sc e rt ai nabl e facts T h e thi ngs h w ants
. e

to find out about his product and his m arket canbe d efi

nit ely known ; th ey n ee d not b e gu ess ed at But int h
. e

study o f t h e m ethod o f reaching t h e m arket h e o ften ,

finds himself confront ed by v ari ous trad e ch ann els v ari ,

ous s ell ing methods and fo rc ed to choose b et w ee n th em

,

with littl e to guid e him exc ept p erso nal opi nions and
t h e wid ely v arying e xp eri e n c es of o th ers H is task i
. s

not all gu esswork by any m eans ; th ere are m any pri n

cipl es to guid e him ; but t h e f act th at s al e s me t hod s are
not stand ardized r end ers his t ask a di ffi cult o ne .

1 9 7 T rad e ch an
. nel s.
— Al l t h e p sibl e m t ho ds by
os e

which a m anufacture r may m arke t h i good s int h e do

s

mest ic tr ad e are sh o wn in t h e fo llow in g outl in e :

17 0
1 80 MAR KE T ING M E T H ODS
A M anufactu r er
. dir ect to c onsume rs .

1 Thr o ugh sol icitors or c anv asse rs

. .

2 By m ail
. .

3 Through t h e m anuf actur e r s ow n r e t ail stor e s

’
. ,

usu ally c onduct ed ont h ch ai nstor e pri ncipl e e .

B h i anu fact u rer dir ect t o r et ailers

. .

H e may r e ch t h e r et aile rs e it h er through s al e sm en

a

or by m il a .
‘

1 H e may d eal with on

. e or mor e of th e s e kinds o f

r et aile rs :
a C ountry general stores
. .

b Sp eci l t y s t or es
. a .

c D ep artm ent stor es

. .

d C h ai ns t or es no t owne d by t h e m anuf acture r

. .

e M ail o rd er h ouse s
.
-
.

f C oop er at ive buyi ng o rg aniz at i ons f r et il rs

. o a e .

2 H e m y s ll g e n
. a e r ally t o al l r e t ile rs ina s el c t e d
e a e

cl ass w h o will buy .

3 H e may c o nfi n
. e s l e s t o on e r e t a il er in a com
a

mu nity .

C M anu f act ur er direct t o j bb ers

. o .

H e m y r e ach t h e j obb rs e i t h r thr ough s al sm enor

a e e e

by m ail .

H is go ods may b e distribut e d t o ny d e sir ed cl ss a a

o f r e t a il ers by

1 Al l j obb e rs w h o will c o op er at e wi t h him

. .

2 S el ect e d j obb e rs h avi ng e xclusiv e j obbi n

. g agen
ci es inr estrict ed t errit ori es .

D M anuf a ctur er dir ect t o sp e ci al r epr e se nt ativ e s

. .

H may r each th em by s al esm enor by m ail

e .

Th ey are c all e d sp eci al r epres ent tives b ec aus e th ey a

ar e n ot n rm l p r t s o f t h e m ark et i n
o a a g ch i n a .

Th se sp eci l repr e s ent tiv es may s ell to j obb ers ,r e

e a a

t ail e rs or c o n sum ers

, .
 RE A CHING T HE MAR KE T 181

The y are
1 Ag ents
. .

2 C ommissionmen
. .

3 Br o k e rs
. .

1 9 8 E w clu sive or co mbin

. ed use of t rad e ch a n nels .

S om e m anufa ctur e rs find it advis abl e t o sel e ct o ne o f

the se possible tr ad e ch annels and to s end th eir goods ,

through it exclusively Oth ers are abl e advantageously

.

to combin e s ev eral trad e ch ann els in th eir pl ans o f cam

p ai g n . S om e m a nuf a ctu r e rs for insta nce confin e th ir
, ,
e

direct s al e s to j obb ers R t ail ers and consume rs r

. e , e

g ardless of buying pow e r c annot purch ase dire ct from,

t h e f actori es . Such a policy is dict at ed by t h e man u fac

t u r e r s d e sir e to o bt a in t h e l arg est possibl e amount of co

’

op er ationfrom t h e j obb ers by r efusing to c omp ete w ith

t h em inth e ir att empts t o s ell to r e t ail e rs O t he r m anu .

f act u rers s ell both to j obb ers an d to r e tail e rs S om e .

of this cl ass will s ell to any j obbe r and any re ta il er ; so m e

will s ell only to thos e l arge r et ail ers w h o re fus e t o pur
ch as e through j obb e rs Th er e are still o th er manu fac
.

t u rers who will se ll dire ct t o anybod y j obbe rs r etail , ,

er s or consum e rs
, Oth e rs ignore t h e j obbe r and i t he r
. e

s ell direct o nly to r et ailers or d eal with bo t h retaile rs

,

an d consum e rs T h p o s ibl e combin a tion s of tr ad e

. e s
ch ann els are almo st numbe rl ess Wh e t h er a manu fac .

ture r is t o s ell th rough one o m o re ch annel s w r ,

h e is to u se s al e sm eno r t h e m a ils o r both d e pe nd s ,

on cust o m int h e trad e p artly on t h e n atu re of his p rod

,

u ct an d p art ] o nhis ability t o s e n e w m eth od s o f mar

ke ting t o oviicome traditi n and t o ad apt t o h is o w n

, e

o
'

, ,

u se al l m a rk eting pl n s th at app eal t him as o ff erin g

a o

new oppo rtuniti es fo r t h e s al e o f his go ods .

1 9 9 D irect sal es t o con

. su m er s — Wh e re t h e na tu re o f
t h e product p ermits dir ct s l e s ith e r t o co ne a sume rs r e o
1 82 MARKE T ING ME T H ODS
d eal ers t h e m anufacture r should consid e r t h e follow
,

ing dv ant ag es of d eali ng dir e ct with c o nsu m ers by m ail

a ,

by s al e sm en or by his ow nr et ail st or es : (1 ) T h e m anu

,

f actur er who d eals in any one of t he s e ways knows ex

a ct l
y wh ere his goods ar e b ei ng c onsum ed and h e can ,

direct his advertising and s al es eff orts accordingly (2 ) .

H e h as abs o lut e co ntr o l of his m arke t ; h e h as no prob

l em of pric e cutt ing substi t ution or l ack of d eal er co
-

, ,

o p er ation Opp o s d to th es e advant age s are (1 ) t h e

. e

great expe ns e of dir ect s elling in most c ases and (2 ) t h e

an t ago n ism of d eal ers .

20 0 D ir ect sal es t o r et ailers — Wh en t h e product is

.

such th at it might be sold directly eith er t o r et ail ers or

j bbe rs a policy o f co nfini ng dir ect s al es to r et ail ers
o ,

may b e dict at e d by t h e f oll owing co nsid er at ions : (1 )

T h e m anuf actur er w h o s ells t o r et ail ers usu ally kno ws
wh ere h is goods are b eing consumed (2 ) I f t h e m n . a

u f act u rer s s al e sm e n c all on t h e r e t ail ers it is possibl e

’

to imp ar t t h e salesmens ent husi asm t o t h e d eal ers and

’

t o g et th em en erg e tic ally b ehind t h e g o o ds ()

3 M a ny .

r etaile rs will not purch as e t hr ough j obb rs and th eir e ,

coop erati o n is o ft en imp o rtant to a m anu f cturer a .

I f pric e m aintenanc e is a pr obl em t h e m anufacture r ,

who d eals dir ect with r et ail ers may s om etime s m ake
th em his agents s end them his g oods on c onsignm ent
, ,

an d thus avoid t h e l eg al difficulti e s of m ai nt ai ni ng pric es .

T h e m anuf actur e r w h o s ells thr ough j obb ers o rdi narily

is not in a position to do this Opp o s e d t o th es e ad van.

t ages of direct s al es to r eta ilers ar e (1 ) t h e cost o f m ain

t ini ng a l arge s elling org aniz ationor of ex t ensive d e l e r
a a

a dv e rtis ing h fin an ci al risk i n volv e d ina ssumi n g

()
2 t e,

t h j obbe r s function of w ar ehousing an d of gr n t ing

’
e a

credit and (3 ) t h e organiz ed Opp osition o f t h e j obb ers

,
.

T h e a dv anta g e s and dis adv ant ag e s o f d ealing thr ough

 RE A CHING T HE MAR KE T 1 83

j obb ers h ave already b een consid ere d in t he ch ap t e rs

on t h e j obb er .

20 1 . D irect sales t o sp ecial nt at ives — Agents

rep rese ,

commission m erch ants and brokers are ind ep ende nt dis

t r ibu t or s who st and b e tw ee n t h e m anuf actur e r or d eal e r
an d his prim ary m ark et Wh en a m anufact u re r or
.

d eal er el ects to distribut e his goods through th ese spe

cial r e pr es ent ativ e s it is usu a lly b e cause h e wo u ld be at a
,

dis advant age in trying to s ell through a sales organiza

tion of his own T his dis advant age might be occasi on ed
.

by one or more of t h e following c aus es : (1 ) L imited

capit al Som e m anuf actur ers of t ext il e s se ll to com
.

mission houses th at adv ance th em t h e mon ey n eed ed to

turn out t h e product (2 ) L imited d em and I na small
. .

city th ere is not enough d em and for o ffi ce s afes to ju s

t ify a m anuf actur e r s r e pr e s en t ative giving his enti re
’

tim e to loc al trad e A d eal er in som e oth er line h o w

. ,

eve r, could profit ably act as agent and c arry a small

stock on consignment to supply loc al d em and (3 ) U n .

f amili arity with t h e m arket S om e breakfast food man .

u fact u r er s in t h e e arly d ays of t h e indust ry w ere spe

cial ist s in m anuf acturing o n ly and did not h ave t h e t ime ,

or mon ey to study t h e m arke t ; th ey solved th ei r mar

k eting probl ems by s elli ng t o brok ers who intu rn so ld , , ,

t o j obb ers ()
4 . P e culi a r o rg aniza tion of t h e m a rk et
s .

F or inst anc e st o cks b o nds an

, d produce are usu ally
,

purch as ed in qu antiti e s nly through exch anges or o

b o ards of trad e T radi ng on th e s e exch an ge s is co n

.

fi ned to m emb ers w h o are c ommo nly called bro kers

,
.

An i ndividu al h avi ng co mm oditi es f this sort t o sell o

w ould ordin arily h ave t o d o so through t h e ag ncy o f e

a br ok e r .

202 . E last icit y o f t he manufact urer s

’
org a n
iz a tion .

—Our list of trad e ch a nn els d oe s no t sh o w t he vari o us

184 MARKE T ING M E T H ODS
a ids th at may be given by t h e m anufacturer s ow n or ’

g a n iza t ion in t h e m ark e ting of his product I t h as .

b een suggested th at h e may r each any cl ass of buy ers

by s al esm en or by m ail ; but it should b e r em emb ere d
th at his s ale smen and h is m a il s ales n eed not fo cus at
-

t h e hom e o ffi c e or f act o ry Th er e may be anext ensive

.

org aniz ation of district m an ag ers br anch offic es branch, ,

w arehous es and eve n branch factori es An organiz a

, .

ti o n of this sort may t ake t h e pl ac e of j obb ers and ,

th er eby p ermit t he m anufactur er t o s ell directly t o r e

t ail ers But w e are not concern ed now with t h e man
.

u f act u rer s org aniza ti o n W e are conc e rned with t h e

’
.

tr ad e ch annels not und er his own control th at h e se

, ,

l ects to s erv e him N ot until th es e trad e ch annels a e

. r

d efini te ly s el ecte d canh e pl an for a suit abl e o rganiza

tion to en abl e him to conn ect with thos e ch ann els nor ,

canh e d o an of t h e oth e r things th at ar e n e c e ss ary b e

y
fore h e canput his s elling pl an into effect .

203 T rad e ch an
. nels const ant ly ch ang ing — T r ad e
ch ann els are no l onge r st and ardize d One manu fac .

turer of kitch en ut ensils firmly supp orts t h e j obb er ; an

othe r s ells direct t o r etail ers ; a third d eals only by m il a

with consum ers ; and a fou rth pins his faith to hous e
to h ouse c anv assing One manufactur er may u se dif
-
.

f er ent ch an nels in diff er e nt m ark ets A l ong f amili ar

.

m ethod of m arketing may be ch anged ove r night by

s om e m anufactur er with out any r adic al ch ange in t h e
,

product or in t h e ch ar act e r of t h e m ark et This doe s .

not m eanth at t h e s ele cti onof tr ad e ch annels is a m att er

o f whim ; I t d oes m eant h at t h e whol e m ark eti ng w o rld
is in a stat e o f flux th at t h e man with som ethi ng t o
,

s ell must not t ak e accustom ed m ark eti ng m eth ods for

gr anted and th at cl o s e an lysis to d et ermi ne wh at is
, a

t h e on e right m ethod for him an d his goods is m o r e n c e

 REA CHING T HE MAR KE T 1 85

e ss ary now th an ev er b efo r e if compe tit ion is t o b e met

an d s al es are t o be increa s e d I n this an alysis t h e man
.

u f act u er is guid e d by al l of t h e co n
r sid e rations of t h e
pro duct and of t h e m arke t th at w e h ave lready dis a

cuss d T h e comp arat iv e influe nc e of each o f th ese

e .

s ever al consid er ations diff ers fo r ev e ry p ro duct W e .

cano n ly suggest som e of t h e ways in which a few of t h e

m o re imp o rt ant of t h e points brought out int h e st u dy
o f t h e product an d t h e m ark e t ar e us e d by t h e man u fac

tur er in ch o osing his m ark et ing ch annels .

20 4 T h e in n o m — Oft n l n
.
fl u e ce of cu st e t h e i e o f
le ast r esist anc e is t h e b e st for t h e m anufac t u re r to fol
lo w . C ustom ary m ethods of s elling should first be con
sid er ed by t h e m anuf a ctur e r H e sh ould not follo w
.

them simply b ec ause th e y are custom ary ; but if th ey ,

prove to b e ad apt ed to his u se t h e fact th at th ey are ,

m ore or l ess st and ard will h elp him in his distributi o n .

B ecaus e groce ry sp eci altie s are usu all y s ld by retail e rs o

w h o purch as e fr o m j obb e rs t h e sm al l m an
, ufa ctu re r o f
such a sp eci alty w ould ordi narily fi nd it ad visable t o
s ell through e s t ablish ed ch annels M achin e ry is o rdi .

naril y not sold by j obb ers but through branch h ou ses

, ,

ag ents and r e t ail ers

, .T h e m achi n e ry m a n ufactu re r
woul d not try to cut new p aths f r his g ood s un t il h e o

h ad c ar e fully c onsid e r e d t h e advis ability f se llin g in o

t h e s am e w ay as his comp e tit rs C l thi ng is lar g el y

o . o

s old by direct s al e s to e xclusiv e re t a il agenci es ; few

cl thi ng m anufactur ers s e m to c are to d eviate f ro m
o e

this est ablish ed system And ye t cu tom oftenrest ricts

.
s

s l es u nn ec e ss arily C h ew ing g u m h as l arge ly bee n

a .
-

sold by d eal ers in d rugs groc ri es nd co nfecti onery

,
e , a .

Th U nit ed C ig a r S t r e s C mp an
e o y d ecid ed that gu m
o

could al so be sold by t b acc sto re s and fo rm ed a co m

o o ,

p any to m anuf cture and s ell it th ro u g h their o w nch ain

a
186 MARKE T ING ME T H OD S
of sh ops T h e s am e c omp any cam e t o t h e conclusion
.

th at c andy c ould als o b e sold in cigar st ore s nd h as , a

s t art e d a mov em ent in this direct ion which s eems sure

to b e fo llow ed by o t h ers J p A L ac w as first s old . a - -

only through e st ablish e d ch ann els in t h e p ai nt tr d e A a .

c are ful analysis point ed to t h e pr ob abili t y o f succ ess ful

s al es through d ep artm ent st o r s drug st or e s and ev e n e , ,

gr oc e ry stor es N ow t h e pro duct is on s al e in all of

.

th es e as w ell as oth er kinds o f r et ail s t o r es C usto m .

h elps in s elli ng but if it is blindly fo llo w ed m any

, , ,

a v en ue s of m ark et i ng a e likely t o b e u ndiscov er ed r .

S h oppin n n o n n n oo
“ ” ”
20 5 .
g li es a d c ve ie ce g ds .

M r C C P arli n m an g er of t h e D ivisi o n of C ommer

. . .
,
a

cial R e s earch of t h e C urtis Publishing C omp an y h as ,

c nt ribut e d much t o t h e st and ardizi ng o f m ark eti ng

o

m ethods by his i nve stig ationo f t h e fi e ld o f t h e d ep art

m ent s t ore H e d efi n es a shopping lin e as one th at
.
“ ”

is b ought o nly a ft e r comp arison o f v alu es h s b een a

m d e ins ev er al store s Th e high er pric ed goods pur

a .

ch s ed l argely by w om en are usu ally in this cl ass ; f or

a

inst ance r eady m ad e clothing millin ery t h e b et t er

,
-

, ,

gr ad e o f dre ss go ods furnitur e rugs and c arp ets et c

, , ,
.

“
C onv eni enc e go ods on t h e oth er h and are b ought
”
, ,

wi t hout comp aris on o f valu es Th e t hi ngs th at infl u .

en c e a cust om er to buy conv eni enc e go ods at one “ ”

s t ore in pr efer e nc e to an oth er are (1 ) t h e c onv eni nt e

l c ation o f t h e st o r e ; (2 ) t h e impuls e o f t h e m m ent

o o ,

sugge st ed p erh aps by t h e sight of a d esired art icl e ina

wi nd ow ; (3 ) custom which h olds t h e trad e o f a cus
,

t m e r aft e r it h as b e en onc e attr act e d ; (4 ) t h e d e sir e

o

t o buy a sp ec ific br an d w hich is ons ale only in c ert ain

stor e s Some m ens goods ar shoppi ng li nes A man
.
’
e .

c t i nly sh ops for t h e exp nsiv thi ngs t h at h us e s

er a e e e

in his busi ne ss and for t h e m o r e m om ent ous purch s s a e

 REA CHING T HE MARKE T 1 87

for hom e and fam ily ; for inst anc e h e comp are s v alu es
,

wh e n h e buys an autom obile or a furn ac e But ordi .

marily a mand oes not sh op ; h e se l ects his stor e for t h e

s am e r eas o ns th at influ ence a wom anto s el e ct a store in
which to buy conv eni enc e goods and h e buys in t h at
,

st ore wh at h e asks for or wh at is o ff ered him if it seems

t o suit h is purp o s e .

M r P arlin h as also found th at som e comm uniti e s

.

a ttr act mor e tr a d e fr o m t h e surrounding d istricts t h an

they los e to oth e r comm u niti e s Th ese to w ns or sec

.

tions of a city h e c alls shoppi ng cent ers Wom ence n .

t er th eir purch as e s th er e in shopping lin es E ach o f

.

th es e shoppi ng c ent ers is likely to h ave three d e p art

ment stores or o th er est ablishm ents h andl ing shopping
lin es b ecaus e wom e n s ee m to like to co mp are v lu es in
,
a

at l e ast thr e e stor e s . I f th er e are m ore th an thr ee de

p ar t men t stor,e s th ey c a n usu a lly b e cl a ssifi e d in group s

of t hre e each t h e cl ass ific ation d ep ending on t h e g rad e

,

o f goods c arri e d an d t h e p e opl e app eal ed to .

F r o m th es e co nclusi ons it may b e possibl e to esta b

lish cert ain principl es I f a m anufacture r is m arketing
.

some thi ng th at canbe cl ass ed as a shoppi ng li ne and

which is bought chi efly by wom en it is often ad van ,

t ag eou s for him to c on fi n e its s al t o o ne of t h e t hree

e

comp eting stor es in each sh o ppi ng c ente r b ec au se h e ,

canb e r eason ably sur e th at all p o ssibl e purch ase rs in t h e

community will visit th at stor b e f re fi nally buying

e o .

I f exclusiv e agenci e s are thus grant d direct sellin g t o

e

t h e r e t a il ers is o ft e n t h e m o st e co n onu ca l a n d sa t isfac

tory s al es m eth od on accou nt o f t h e rel atively larg e
,

purch as es of each de al er D e p artme nt st res de pe n d

.
o

alm o st e n tirely ont h e tr ad e o f wome n; t h ey are usu all y

more anxious to h andl e shop pi ng lines th an nv e ni ence co

goods b ecause t h e gr eat m aj o rity o f t h e l atte r are

,
1 88 MARKE T ING M E T H ODS
bought in l oc al sp eci alty sh ops Accordingly t h e d e
.

art m en st or e s eems t o ofl er t h e m o st d e sir abl e tr ad e

’
p t
outl et for t h e m anufactur er of a produc t th at appe als
chi efly to wome n and t h at canb e cl ass e d as a shopping

On t h e oth er h and in m arketi ng conv eni enc e goods

,

t h e exclusive ag ency is not so d esir abl e b e c aus e s l e s ,

a

w ill b e incr eas e d by h avi ng t h e go ods ons al e in as m any

stor es as po ssibl e M or eo v er m any goo ds of this s ort
.
,

ar e o rdi n arily m ark e t e d through j obb e rs b ec ause t h e

,

m j ority of t h e r et ail ers will purch as e insm all qu ant i

a

ti e s and b ec ause t h e wid est possibl e distribution is d e

sir abl e I f d ep ar t m ent stores h andl e a conv eni enc e
.

lin e th ey c annot m ono p oliz e it s s al e ; m o st of t h e cus

,

t omer s of a d ep artm en t s t o re visit it chi efly to sh op and ,

o nly buy conv en i ence goods th ere for one or mor e of

t h e r easons alr eady giv en .

206 U n f m ilia rit of t h e ro d ct — I f goods e

. a y p u ar

new and t h e public is unfamili ar wi t h t h eir u se th ey ,

must o ften b e sold dir ect to consu m ers V cuum cl ean . a

e r s w er e in this cl ass wh e n th ey w e r e first m ark et ed .

This s am e consid eration may dict at e a p olicy o f in

t o d u cin
r
g a pr o duct by d e monstr ati o n s in r et a il st or e s .

An inv enti o n for cl eani ng silv e r w as succ e ssfully mar

ket ed in this w ay Or t h e u nf am iliari t y of t h e g oods
.

may induc e t h e m anufactur e r t o s el ect one dis t ribu t o r

— j obb er r et ail er or m a il —
, , ord er h ous e to g et b ehi nd it
—
an d push it in r eturn f or an e xclusiv e ag ency The
.

pi oneer in t h e kitch enc abi net fi eld w as m arket ed int his

m anner T his c onsid er ation als o h as much t o d o wit h
.

d et ermining t h e advis ab ility o f extensive advertising .

20 7 N ecessit y of u n u su al sel in
l — C ash r eg
g efi ort
'

. .

ist ers would n ev er h av e b ee n e xt ensiv ely us ed if t h e

m anufacturers h ad d ep end ed on j obb ers to m arket
 .
RE AC HING T HE MAR KE T 1 89

th em T h ey can b e sold only by sp eci all y tr ain e d

.

s ale smen S om etim es a r et ail er in a c ommu nity can

.

b e i nduc e d to l ear n a di fficult lin e su ffici e ntly w ell t o

s ell it to his cust om ers in r eturn for an exclusiv e
a g e ncy c on tr act but mor e o ft en direct s al es are t he
,

b e st m eth o d of r eachi ng buyers with an articl e th at

must b e b ack ed by r e l e duc tional s al e sm nship a a a .

P o ssibly t h e d ev elopm ent of adv e rtising as a cr eator o f

d em and will ch ange t his c onditi on At t h e b e ginning o f .

a c amp aign how ev e r t h e m an

, ufactur er will ordin aril y
,

want to link up t h e advertising with stro ng p ersonal

s al es eff ort Alli e d to t h e n ec essity o f unusu al se lling
.

e ff ort is t h e fr e qu ent n e c essity of sp e ci a l a t t ention t o

consum ers a fte r t h e s al e h as b een m ad e Au t omob il es .

illustr at e this l att er n ec essity T h e buyer looks t o t h e

.

manwho sold him a car to l end a h and in t h e troubl e s

th at may d evel op aft er h e h as purch ase d it D ep art .

m ent stores and m ail ord er hous e s h ave b eenkno w n to

-

h andle aut omobil e s but t h e great m aj ority of au t omo

,

bil e s and oth er articl e s r equiring much att ention to kee p

t h e cust om e r s o ld are m ark et e d through t h e man uf ac

t u rer s own s al e s forc e ind ep e n d ent s elli ng age nts or

’

, ,

loc al sp eci alty d eal ers with e xclusiv e c o ntr acts .

20 8 O t h er in n — h e w ays in which p r od uct

.
fl u e ces T .

an d m ark e t analysis a ff e ct s al es m e thods are countl ess .

T h e following su ndry sugg e s t i ons e mph asi ze som e

things th at h av e gon e b efo re and th at are i ndic ative o f
t h e v alu e of an alysis ina n y m ark e ting c amp a ign I f .

goods c annot be sold by d escription pri nted ad vert i s ,

ing alon e must not b e d e p e nd e d onto creat e a d e ma nd .

I f t h e d em and is no t e xtensiv e direct s al e s are often no t

,

possibl e ; e stablish d middl em e nmust be us ed I f job

e .

b ers nd r et ail e rs d o not giv t h e d e si red coo pe rat io n

a e ,

o r if t h e m ark e t is d em r alized by price cu t tin g ont he

o -
1 90 MAR KE T ING ME T H ODS
p rt of d eal ers a m anufactur er m y b e f orc ed i nt o di
a , a

r ect s elli ng I f a m anufactur r s c apit al is sm all h e

. e
’

o rdi n arily c anno t a ssum e t h e risk c arrying f eatur e of -

t h e j obb e r s or r e t a il e r s a c t iviti e s ; h e must usu all y s e ll

’ ’

through de al ers I f his profit is sm all t h e s lli ng ex

.
, e

p e ns e must b e k ept d o wn and s al e t hrough e s t ablish e d ,

a g e nci s m y b e n
e e c e ss ary e ve n at t h e cos t of t h e gr eat e r
a

s al e s t h at c ould b e m ad by dir ect solici t ation of con e

sum ers L ong credits d m ande d by r et ailers m ay forc e

, e

t h e m anufa ctur e r t o d e al thr o ugh j obb ers I f t h e ind e .

p end ent r e tail er will not c arry a m anufactur er s com ’

l t e li n e he m h av e t o s t art his ow n stor e s I t is

p e ,y a .

s aid th at t h e W L D ougl as sho e s t or e s w ere e st b

. . a

l ish ed f o r this r eason T h m anuf actur er may find t h t

. e a

his pr duct and his m rk et are ad ap t e d to a numb er o f

o a

di ff e rent s elling m et h o ds ; in such c ase his ch o ic e o f ,

s al e s ch an nels d ep e nds o n exp edi ency p licy and t h e , o ,

attitud e o f t h e middl em e n I f a product is n ew an . d

nonc omp et i t iv e t h e m anuf ctur e r may f o rge ou t his
-

,
a

o w n m a rk e t i n g m eth od ; but if it is incomp et iti onwi t h

ol d e st blish d lin s it must o f t n m e e t c o mp et i t i o nby
a e e ,
e

g oing t hrough t h e s am e ch ann els as compe ti ng goods .

2 0 9 T h e sales p o licy — Af t er t h e s el ectio n o f tr ad e

.

ch ann ls co m e s t h e d e ci si n r egardi ng v ari ous ot h er

e o

ph as es o f s l es p olicy Ar e t h chos en ch annels t o b e

a . e

r each ed by s al esmen or by m il ? Ar e t h e s al e s t o b e a

a id e d by a dv e rtisi n g ? I f so wh at m ediums ar e t o be ,

us d— pri nt e d p eri odic als post ers str eet c ars sam
e , , ,

pling d emonstr ti o ns c at l ogs circul ars form l e t ers

, a ,
t
a ?
, ,

I s cr edit to b e grant ed Wh at pric es sh ll b e ch rged

? a a

t o buy e rs o f v ari ous qu an titi es I s an attempt t o b e

?

m ad e t o m ai nt ain t h e re s al e price ? I f so h ow ? W h o ,

is t p ay t h e freight Wh at is t o be t h e p olicy with r e

o ?

sp ct t ret urned go ds Are s al es to b e m ad e on a

e o o ?
 '

RE A CHING T HE MAR KE T 191

b asis o f s atisfaction g u ara nt eed and are exch ange s o f,

go ods and r efu nds of purch as e price to be unque stioned

h ous e p o lici e s or are goods to be consid er ed d efi nit e ly
,

s ld wh enth y r shipp d Th e s e qu es t i o ns are sug

o e a e e ?

g e st iv e of t h e m a tt e rs of s a l e s p olicy th at must h ave

consid er ation in t h e pl an for t h e m arket ing c amp aign .

Th ey must all b e answer e d d efi nitely be fore ny goods a

are s o ld ; th e r e must b e no v a cill ati n g ; a po licy o nc e

e st ablish e d must b e firmly f o ll o w e d until care f ul an al y

sis prov e s it t o be wrong .

21 0 T h e cost of ma rket in — T h e c amp ai n should

.
g g
be pr ec ed e d by a c ar e fully pr ep are d budg t o f e s t i e

m ated r ece ipts and e xp enditure s One compl ete budge t .

o f this sort includ e d t h e following it ems : ta b u l at io n o f

compl et e exp ens e b al anc ed aga inst re turns from 9 0 pe r

cent of propos e d first y e r s output ; d etail o f manu fac
a
’

turi ng exp e ns e ; det ail of s al e s organiz ati o n e xpens e ; d e

t ail o f adv ertising exp ense ; d e tail o f exp ec t d v lum e o e

o f s al e s with b asis o f e stim ation ; d e t il o f po ssibl e l e s se r

a

a nd gr eat e r volum e of s l e s with accompa nyi ng sc ale s

a ,

o f gr adu at e d e xp e ns e a nd r e turns ; d eta il of a dmi nist r a

t iv e fi n a ncing of t h e proposition T h e m an .ufact ure r

w h o is a n alyzi n g ane st blish e d busi ness ca n start wi t h
a

d efi nit e f acts r egardi ng pre s ent costs ; h e n eed s t o cs

timat e o nly t he exp ect d i ncre s e in bu sin ess and t h e co st
e a

o f obt aini n g it T h e m anufacture r e nt ering t h e field

. .

h o weve r must d eal entirely in e st im ate s e xce pt whe re

, ,

h e canl earn t h e m anufacturi ng an d s ellin g co sts of a

c mp eting or si mil r line Th se e stim ate s are not easy
o a . e

t m ak e an
o , d yet th ey are p o ibly t h e mo st im po rta nt
ss

si ngl e p art of t h e wh ol e pl an fo r t h e c mp ai gn Many a .

a c amp a ign h as gon e on t h e rocks be c aus e t h co st s o f e

getti ng busin ess w ere gr eate r th an any re aso n able e x

t t i n of s l s w uld w rr an t be c au s e m nu fact u a r»
p ec a o a e o a ,
1 92 MAR KE T ING M E T H ODS
ing cos t s h ad not b ee n ad equ at ely studie d b efo re pric s e

an d pro fits w r e d et ermin ed b ec aus e su ffici ent c pi t l

e , a a

w as not av ail abl e t o tide ov e r neme rgen cy or b ec us e

a , a

of s om e oth er f ilure to study t h e fin ances of t h e ent er

a

p ris e and to pr ep ar e prop erly f r t he futur e o .

21 1 . Org aniz a t io nof sa l esme nand of ad vert ising .

With trad e ch nn els s el ect ed s al es p olici es d etermi ne d

a , ,

an d t h e am ount t o b e sp ent in m ark eti ng c ompl et ly e

sch edul ed th er e is n ext t h e nec essity for o rganizing and

,

tr ain ing t h e s lli ng forc e and pr ep ari ng for t h e writing

e

an d pl acing of t h e a dv e rt is m e nts e B oth o f th es e ac

.

t ivit ie s are consid e r e d s ep ar at ely in oth e r s e cti o ns o f t h e

M ODERN B U SI N ESS T x t It is imp rt ant h er e t o sh w
e . o o

th eir pl ace in t h e c ompl et e c amp aig n and t o emph asiz e ,

t h e n e ce ssity of d e fi n i t e ly sch eduli ng t h e pl an o f act i on .

Th er e should b_ e a chr o n ol ogic l sche dul e of f actory pro

a

duction and d eliv ery a chr onol ogic al sch edul e of s l e s

, a

org aniz ation work a chronol ogic al sch edul e of al l t h e

,

kinds of adve rt ising and fo llo w u p th at are to b e used -

an d a ch ro nol o gic al sch e dul e of t h e aid to b e giv e n d eal

e rs if d eal e rs ar e to b e us e d in t h e m ark eting pl an .

2 1 2 C oo rdin
. a t ing t h e salesm a n sh ip an d d ver t ising a .

—C o incident wi t h t h e org aniz ati o n of t h e s al esm enand

o f t h e adv e rt isi ng sh ul d be pl ans for linking togeth e r
o

al l o f t h e s e lling a ctiviti e s S al esm e n must oft en b e

.

taught how t o u se t h e a dvertising ; s om etime s th e ir

an t gonism to it must b e o v erc om e ; and always th er e
a

must b e d e finite pl ans f or m aking p ers onal s l esm anship a

an d a dv ertisi ng work t o g th er f or t h e common e nd

e .

This is b est a ccomplish ed by l ooking cl o s ely to t h e in

t ernal organiz ati onof t h e comp any by b e i ng sur e th t , a

t h e menwho pl an an d write t h e a dv e rtisi ng are in t h e

close st p o ssibl e t ouch with t h e men who tr in and di a

r ect t h e s al e sm en and by l ev eling any foolish wall s o f

,
 CHING
REA T HE M ARK E T
’

93

prej udic e th at m y h av e gro w nup t o h ndica p t h e ef

a a

fi ciency o f th o se w h o w ork in di ff er nt w ys t o m ak e t h e e a

s al es .

2 1 3 G et t in
.
g d ist ribu t io nan d c oo p er a t ing w it h d ea l
ers — N o a tt emp t sh ould b e m ad e t o s ell anyth ing
t hro ugh d e l e rs u n l ess c are ful an l y sis h as sho w n th at
a a

d ale rs w ill be r e ceptiv e to it U su ally h o wev e r t h eir

e .
, ,

re ceptivi t y is a m atter of educ ati o n and t h e manu fac ,

t ur r mus t m ak e c ar e ful pl an
e s t o insur e g etting prope r
distributi o n o f his product mong t h e store s inwhich h e
a

wish s it to b e sold I f th es e s t ore s re c ar e fully se lecte d

e . a

an d if th ey r each a cl ss o f p eo pl e am o ng wh m a de
a o

m and for t h e product exists or canb e cre ate d d eal rs , e

as arul e ar e gl ad t o h andl e it Th ey d m and only t hree

. e

t hi n gs : real s al ability in t h e ar t icl e t h e Opportu nity t o ,

m ak e a reas o n abl e pr o fit fo r the ms elv e s nd sensibl e co , a

op er ation from t h e m anuf acture r F ew m anufacture rs .

try for l ong t o m ark et anarticl e th at is no t s alabl e but ,

ma ny o f the m ne gl ect t h e m at te r o f pro fit f r t h e d eal e r o ,

or an t agoniz e t h e tr ad e by so c all ed d e l ers h elp th at -

a
’
s

are n ot r e ally h e lps at all T h e profi t t o t h e d e al e r must

.

b e e nough to en abl e him to c ov e r his costs O f d i ng o

busin ess and als o t o r eturn him s m ethi ng t o pay him o

for t h e risk h e ru ns by acti ng as distribut o r S me man . o

u fact u rers u se t h e d e m n d cr eat ed by th eir adv rti sing

a e

as a club to f o rc e d e l e rs t o h an a dl e th ir g oo ds at a e

v e ry smal l profit T his is an x cee dingly e x pe nsive

.
e

p oli cy Most d eal ers h ave opportu nity t o i nflu e nce sales
.
.

a nd it is c ert ain th at th y will s ell s little as possi ble

e a

of anarticl e onwhich th ir pr fits rat e f t urnover con

e o ,
o

sidere d re n o t s tisf act o ry

, a a With r spect t o t h e ad ver
. e

t isin m tt e r— s ampl e s b kl e ts ig
oo n s w in d ow d is
s
g a
—
, , ,

pl ays ele ctrotyp e s for ad ve rt i em e t t

,
n s a st h a t is se n t , e

by m anu facturers to d eal e rs t h er e h as of l at e years ,

 94 MAR KE T ING M E T H OD S
b een a ch ange o f h eart on t h e p art o f t h e most success
ful m anu f acturers T ons of e xpensive adve rtising ma
.

t erial h av e b ee n w ast e d y e arly by b eing s en t to d eal ers

w h o could not u se it or who did n ot kn ow how to u se it .

N owad ys th es e thi ngs ar e b eing d one b ett er T h e

a

d eale r is c e rtam willing t o s ell t h e things h e h as in

.

s t ock and h e w elc om e s h elp from t h e m anufactur er but

, ,

h e w ants a dv e r t isi ng h e lp th t w ill a dv e rtis e him and his

a

stor e first and t h e m anufactur e r and his goods s e co nd .

This is a pe rfectly logic al at ti t ud e and those m anu

,

f act u r er s w h o put th emselv e s in lin e with it are r eapi ng

t h e r e w ard .

2 1 4 T h e sales r ecord
.
— F in ally t h e pl an for t h e cam
ai nshoul d pr o vid e for compl e t e r e cords o f e v e ryth ing
p g
th at is done and t h e r esu lts th at are obt ain ed Pl ans .

sh ould b e l aid for r ecordi ng t h e ex act cost o f e very ph as e

O f t h e salesmens a ctivi t i e s e v e ry di ff e r en t form of ad
’

vert isin g an d e v e n t h e cost of ev e ry individu al adv ertis e

m ent or pi ec e Of adv e rtising m atter t h e cost of s al e s
,

an d adv er t isi ng admi nistr at i on t h e t ot al m ark eting ex

,

pe ns e subdivid ed in as gr eat d et ail as maybe d esir able ,

t h e s al e s a ttribut abl e to t h e di ff er e nt m et hods of s al e s

st imul ati on r ec ords of consumpti on Of t h e product by
,

individu l buy ers by towns salesmens t erri t ori es st t es

a , ,
’
, a ,

an d oth e r units net profits fr om each form of s elli ng

,

e ff ort in e ach subdi visi o n of t h e m arke t , comp arative

stat em ents of co sts and s al es and profits for succ essive
years shown in wh at ev e r d etail may be advis abl e and in , ,

short e v ery kind of record th at may en abl e t h e m anager

,

o f t h e busi n ess t o know e x actly wh ere t h e busi n ess

st ands wh at is be ing d on e to stimul at e it t h e cost o f

, ,

t h e stimul ati on an , d t h e r e sults Obt ained .With out

c are ful prep ar ati o n for r ecords o f t his sor t t h e ,

busines s c anno t b e conduct ed on t h e b asis of known

 R EA CHING THE M AR KE T 1 95

facts and it will

, be s eriously h andic app ed in its fu t ure
d e v elopm ent .

S U M MAR Y OF T H E STE PS IN RE A C H IN G T HE M AR K ET

Se l e ction Oftrad e ch n nels a .

D et ermin atio n of s al e s polici e s .

Adv ertising .

C re dit .

Price m aint en ance .

R etu rned goods .

G u ar ant ees .

Tre at m ent of custom ers .

C h arti ng t h e cost o f m ark eti ng .

C omple t e budg e t Of e stim at ed e xpe nditure s sa l e s , ,

an d profits :
Organiz ation of s al esm en and of adve rtis ing .

D efi nit e sch edul es Of all forms O f s ell i ng a ctivity .

C o ordi nating t h e s al esm anship and adv e rt ising .

G e tting distribution and coope rating with d eal e rs .

Pl an for d et ail ed r ecords of actu al e xp endi t ure sales , .

an d profits .
 CH APTER X I I I
P ROTECTING THE MA NUFACTU RER S '
G OODW ILL
21 5 . G oo d w ill a nd p rice m anumaint ena nce — T h e
fac t ur er by m aki ng a go od product by advertisi ng and , ,

by a l ong p riod Of fair d eali ng with his cus t om ers gr d

e a

u a ll
y a t tr a cts to his g o ds an d t o his busi n
o e ss a c e rt a i n

a m u nt Of p opul ar i nt er st nd pprov al This fav or

o e a a .

abl e attitud O f t h e public is c alle d g o odwill an

e d g oo d ,

wi ll is o ft e n t h e m nu f c t ure r s Or t h e d eal er s m o st
a a
’ ’

v lu abl e ass e t G ood w i ll is not e asily built and it is

a .
,

v ery easily d e s t roye d Acc ordi ngly t h e protecti n o f

. o

g oo d w ill acquire d sl ow ly and expe nsiv ely is one f t h e

, , o

most import an t pr obl ems inm rk eti ng F or t h e m nu a . a

factur er this probl em is l rg ly one o f pric m i nt e a e e a

n anc e Pric e m ai nt enance is a p olicy ad op t ed by man

. a

u f a ct u r er w h o s lls thr o ugh middl em e n wh er eby t h e

e ,

m anu f ct urer s ks t o limi t or t o fix t h e price t w hich

a ee a

t h middl em nsh all s e ll his g oo ds

e e T h e at t empt m y b e . a

m d e to c ont r ol t h e r e s al e pric e o f j obb rs or of r et ail

a -
e

e r s or bo t h ; t h e pric m y b e d fi nit ely fix e d or t h e con

e a e ,

tro l may c onsist in t h e est ablishm ent o f m aximum or

mi nimum limi t s Pric e m ai nt enance is n t new p olicy
. o a ,

bu t t h e public h as not h eard a g re at d l o f it un t il r e ea

c ent years wh en t h e courts and l egisl at ive bodie s

h v e b egun t o t ake f r equ ent c ogniz nce o f it As a
a a .

s al es p olicy it vit ally ffe cts t h e public T h e public s

a .
’

i nter e st in price m i nt enanc e is great er th an t h at of

a

e i t h er m anuf act ur ers or d eal ers and t h e public sh ould ,

study and thorou ghly und erst and it to t h e end th at t h e

1 96
 P R OT E C T ING MANUFAC T U RER S GOODW ILL ’
1 97

c ontrov ersy r eg ar ding it may b e de cid ed fo r t h e best

i nt er es t s o f all .

21 6 . H ow p rice maint enance d evel o ed —

p Price m ai n .

t enan ce is t h e out gr o w t h o f l a rg e sc al e produc t ion an

-

d
o f n ati o n a l adv e rtisi n g T h e fo rm er as w e h ave see n
.
, ,

h as h ad t h e e ff e ct of gr eat ly s t imul t i ng comp e ti t io n a .

T h e mor e a fa ctory produc e s t h e h ard e r t h e manu fa , c

tur er is push e d t o fi nd a m arket for his product I n .

cr as ed comp etit ion h as co ns t ntly fo rc ed manu fac

e a

t u ers to s ee k new w ays Of i n

r suri ng s ale s and pro fi t s .

N ational adv ertising w as one of t he things s eiz ed upo n

as a v a lu abl e aid in comp e t itiv e m ark et i n g I t s ris e .

d ates from about t h e y ear 1 8 70 B efore th at tim e t h ere .

h ad b een s o m e n atio nal p e ri o dic ls a nd s o m e n atio n l a a

adv e rtisi n g but not e nough s eriously t o infl u ence m r

,
a

k eti ng m ethods With t h e d eve l opm ent o f m agazi nes

.

an d n ewsp ap e rs how e ve r m an , ufac t urers pre ss ed for a

, ,

m ark et b egan to r ealiz e t h e p o ssibili t i e s O f pp eali ng

,
a

dire ct t o c onsum ers by givi ng th eir go ods i ndividu ali t y

an d by publishi ng br oadc ast t h e m e rits f t h e prod uct o .

This h ad t h e r sult Of e s t ablishing c rt in brands in

e e a

p opul ar favor o f famili rizi ng co nsum e rs w ith th e ir

, a

qu ality and pric es and Of cr eating a m arked d e mand

,

f or w ell adv ertis e d a rticl e s

-
.

Re t aile rs w e re quick t o t k e adv ant age f this si t u a

a O

ti o n Price cu t ti ng is nothi ng ne w Ev e r si nce the re

. .

h as b ee na n y m e rch andising s o m e d al e rs h v e tried t

, e a o

a ttract tr d e by O ff e ri ng w ll k n w n articles at prices

a e -
o

und er t h e m arket With t h e adv e nt o f n ati nal ad ve r

. o

t ising this pr a ctic e i ncr e a s e d I f a na rticl e is w i d e ly ad

.

vert ised u n iv ers lly kno wn and in co nsta nt d eman d

, a , .

s me ret ail rs b lie v e it g o d policy t o o ff e r it at an

o e e o

u nusu ally l w pric ino rd r t g e t peo pl e into t h e st ore

o e e o

an d t o cr eat e t h impr ssi n f a g e n

e e e r al lo w l e ve l o f
o o
1 98 MAR KE T ING M E T H ODS
pric es Adv ertis ed goods h ave b ecom e t h e fr equ ent sub
.

ject s Of cut prices o ffe r ed by d eal ers who wish e d t o ac

co mplish th es e two purpos e s .

2 1 7 P rice cu t t in nd t h e m nu f ct r er —T h e usu al
.
g a a a u .

r esult of price cu t ti ng onadv ertis e d goods is (1 ) to st art

a pric e w ar t h at will e n d o nly wh e n t h e profit h as b een
cut out of t h e goo ds and th ey h av e b een thrown ou t of
d eal ers sto cks (2 ) to antagonize th o s e d ealers who will
’
,

not cut t h e pric e and who see th eir tr ad e l eavi ng them

a nd go i ng t o t h e cut r at e st r e or (3 ) to low er t h e l ev el
-
o ,

of pric es so much th at d eal ers ge n er ally will not c ar e

t o push t h e pr o duct Th e m anuf actur er m ay r e g ard t h e
.

cutting of price s on his go ods from s ev er al points of

vi e w (1 ) I f h e h as a monop oly or a s emi mon opoly
.
-

pric e cutting will not gr eatly i nj ure him Sugar for .

,

i nst anc e h as b ee n us e d so much as a l o ss l ead er t h at

,
“ ”

t h e norm al pric e s r etur nlittl e o r n o profi t to t h e ordi nary

d eale r ; t h e m anuf actur e rs howev er c o ntinu e to m ake

, ,

th eir s al s and th eir pro fits b ecaus e t h e p eo pl e i nsist on

e

t h e d eal e rs h an dling th eir pro duct (2 ) I f t h e m anu.

f act ur er is anextensiv e adve rtis er and h as anarticl e for

which h e h as cr eat e d a l arge d em and h e may b e abl e to ,

loo k with e qu animi t y onpric e cutti ng s ecur e in t h e be ,

li e f th at r eg ardless of t h e v anishi ng profit t o t h e deal er

, ,

h e can yet f o rc e t h e d eale r t o c arry his goods b ec aus e

o f t h e p o pul a r d em a nd This is done in som e case s I t
. .

nee d only be sugg e st ed how e v er th at f o rci ng t h e d eal er

, ,

t o d o a nything h e d o e s n ot w an t t o do is ane xpe nsive and

waste ful practice (3 ) T h e aver age m anufacturer how
.
,

e v e r h as noth ing th at appr o a ch e s a m o nopoly an

, d he ,

c annot afford or h e d oe s not c ar e t o u se a dvertising

, ,

as a club to f o rc e t h e d eale r i n t o li ne H is first n atural .

eff ort is to d o som eth ing th at will stop t h e pri ce cut

t mg .
 P ROTE C T ING MANUFAC T URE R S GOODW ILL ’
1 99

21 8 . ltI et h ods of st oppin ri

g p ce cu t t ing
— Th ere
h av e
b een two g ene ral m ethods Of att empt ed price m ainte
n anc e One of th em r eli ed on early cou rt d ecisions t h at
.

uph eld t h e right of m ak ers of p at ented goods t o dictate

t h e pric es at which t h e goods should be sold T h e oth er
.

r eli ed on contr actu al r el ations b etween t h e m anufactu re r

an d t h e d eal e r an,d t h e r efus al of t h e m anufa cturer t o
furnish his goods to d eal ers who cut t h e est abl ish ed price .

Rec ent d ecisi o ns and attempt ed l egisl ati o n h av e inv al

id at ed or thr eat en ed both Of th es e m ethods T he l eg al
.

st atus of pric e m aint en ance is so r apidly ch anging and ,

favor abl e or unfavorabl e l egisl ation is so lik ely to b e

p ass ed at any tim e th at a history of t h e court d ecisi ons
,

an d a st at e m ent Of t h e st atus at t h e pr es e nt mom ent

would be of little v alu e Accordingly w e sh al l not con
.
,

sid er t h e l egal asp ect of t h e m att er W e sh all r ather

.
, ,

confin e ou r att ention to t h e argum ents for and ag ainst

pric e m aint en ance not from t h e st andpoint of t h e man
,

u fact u r er alon e but from t h e st andpoints o f man

, u fac

t u rers al l cl ass e s of d eal ers an d t h e public as well

ro p ert y rig h t s —I t is said
.
, ,

21 9 I n
. t erferen ce w it h
p
th at wh en a j obb er or a ret aile r buys goods th ose good s ,

b elong to h im ; h e cand eal with th em as h e pl eases s ell ,

th em at any pric e h e wish es ; and t h e att empt of any one

to dict ate to him wh at h e sh all d o with t he things h e
owns is anunwarr ant ed intru sion o nhis p riv ate aff ai rs .

I n t h e foll o wing p ar agr aphs are st at ed t h e mo re co m

mouly urge d argum ents of th o s e Oppos ed to price m ain
t en an ce T h e usu al answers t o th ese arguments are al so
.

given .

T h o s e in f avor of pric e m a int en anc e an sw e r thi s ar

g u m e nt by pointing out th a t pro p y g
e rt r i ht s are n o t
abso lut e ; th ey ar e subj ect a l w ays t o t h e i n te re sts o f t he
public as a wh ol e A man m y buy thin gs t he use
. a
200 MARKE T ING M E T H ODS
Of which is sh arply limi t e d int h e int er ests of public pol
icy I f pric e m ain t enanc e is for t h e good o f t h e general
.

public as it is s aid t o be t h ent h e fixi ng o f r e s al e pric es

, ,
-

by t h e m anuf acture r is prop er and sh ould b e l egaliz ed .

220 U n reaso n
. a ble r est rain t of t rad e — T h e o ppo
nent s Of pric e m ai nt enance say t h at t h e fi xi ng o f r e s al e -

p ic es by m anu f ct ur ers is anu nr easonabl e r estr a in t o f

r a

t r d e b e c aus e it t en
a , ds t o r estrict t h e c omp et itiv e act iv
i t i e s of m erch ants discour ag es compe t i t i on and r et rds
, , a

t h e d ev l o pm ent O f m e rch an
e disi ng gen erally T h e b asis .

o f t his rgum en t is t h e assump t i onth at pric e c omp et i

a

ti onis al w ays o f b en fit t t h e public and th at t rad e is

e o
,

a l w ays f cilit at e d wh neach d al r e st ablish es his ow n

a e e e

pric es .

I n oppositi o n t o this argum ent it is m i nt ai ne d t h at a

t h e b asic a ssumptio n is wr on g ; unr s t rict ed pric e com e

pe titi onis o ft eno f i njury t o t h e public and t h e abs olut e ,

i nd ep end enc e Of each d eal r is ficti on Unr st rict e d

e a . e

c omp eti t ion is a f ailur e ; t h e const ant t end ency is t ow ard

i ncr easi ng c ont r ol o f i ndustry and contro l int h e f orm o f
,

pric e fixing by t h e m anufactur ers is a public g o d and is o

t h e r e fore r e ason abl e and right This argum ent is t o b e

,

e l b o r at e d l t e r
a a .

2 2 1 I s p rice main
. ten an ce a fo r m of m o no o
p y l ?

I t is s aid t h at a m an f ac t ur er w h o is p ermitt e d t o fix
u

t h e pric e s at which his g o ods sh all b e s old by middl e

m nis th er eby giv ena form o f mon op oly H e dict at e s
e .

to distributors all d own t h e li ne and m akes it impos ,

sibl e for consum ers t o get t h e goods exc ept at his arbi
t ary pric es
r .

I t is di fficul t to se e t h e f orc e of this argum ent .

M on opoly m eans t h e e ntir abs enc e o f comp et i t i on I t

e .

is Obt ai ne d nly by a cquiri ng c ntr l o f t h e s l e f all

o o o a o

go ds of c ert ai nki nd t h t w ld th rwis e b in m

o a a ou o e e co
 P ROT E C T ING MANUF AC T U RE R S G OODW ILL ’
201

p etition wit h one anoth e r I f one comp any w er e to effect

.

t h e co n solid ation Of all t h e m anufactur ers of s afet y

razors and w er e to k eep t h e fi eld cl ear Of comp eti t ion
, ,

t h at w o uld b e a r e l monop o ly a Ev eryo ne w h o w ant ed

.

a s a f ety r a zor would h av e t o buy t h e mo n

-
opoly product ,

an d e v e ryone would prob ably h av e to p ay t h e pric e t h e

m anufactur er d em and ed b ec aus e ev en if t h e mo nopoly
,

goods w er e sold through middl em en and pric e m a inte

n anc e w er e i ll egal t h e cost to t h e d eal e r would b e arbi
,

t a ily fix e d so as to r e turn to t h e m anuf ac t ur e r t h e

r r

high est monopoly profit h e d ared t o t ak e This is not .

wh at is m ean t by pric e m ai nten anc e how ev er Monop , .

ol ie s ar e ill e g al F or all s af et y r azor m anu f actur ers t o

.
-

c ombi ne and t o fix monopoly pric es is a v ery di ff er ent

thing from one s afety razor m anuf c t ur e r tryi ng t o u p
-
a

hold t he pric on his p articul ar razor I n t h e form er

e .

c as e no one could buy a s afety r azor exce pt at anarbi

,
-

trar ily fix e d price I n t h e l att er c a s e t h e consum e r is

.

u nd er no such nec essi t y Th ere are hundre ds o f s afety

.

r az ors ; if t h consum e r do e s not c are to p ay t h e st and rd

e a

price for a G ill ett e h e canm ak e his choic e from a bu n

,

dred oth ers I f a m anufactu rer h as by som e m eans cre

.

a ted public pre ferenc e for his p articul ar s afe ty razor -

an d if h e cancon t rol t h e pric e at which it is s old h h as ,

e

i nd eed entir e contro l ov e r his o w nproduct But th at .

is v ery far from b eing m on opoly T h e co nsum er d oe s .

not buy t h e pric e m ain t ain e d r azor und er compulsio n;

-

h e is fr ee t o p ay t h e pric e o r to choos e an the r r azo r o .

F urth erm o r e t h e fix e d pric e is not d et e rmin ed by mo n op

ol
y c o nsid e r ations ; it is fix e d at a l e v e l which will e n ~

courage s ale s in a comp etitiv e m ark t T h pric e must e . e

be k e pt l o w e n ough so t h e pr duct ma
y m
o e e t t h e co mp e

titi n f th e r Simil ar articl s

o o o e .

T h e m anufactur e r w h o s e l ls dire c t t o co nsume rs is per

202 MAR KE T ING M E T H ODS
f ect ly fre e to ch arge any price h e cang et for h is goods “

an d to m aint ai na fixe d pric e if h e wish es to Supp o s e

.

b e ch ange s h is s elli ng pl an H e now m ark ets t hr ough

.

r etailers but s t ill i nsist s on st and ard pric es t o t h e con

,

sum er Wh ere i nd o his activi t i e s de velo p t h e ch aract er

.

ist ics of m onopoly a s a r es ul t o f this ch ang e in his s elli ng

pl an ?
222 Are fix ed prices an
. d con spiracy prices simila r ?

Opponent s f s t and ard pric es say th er e is no di fferenc e

o

in effect be t w eenp ermitti ng a m anufactur er t o fix t h e

r e s al e pric e o f a c e r t i nar t icl e a n
-
a d p ermit ti ng a gr oup
,

Of r et a il e rs t o g e t t o g et h e r and t o agr ee on a pric e t ofbe

ch arged for t h at s ame article .

Advoc at e s o f st and ard price s admit th at in t h e indi

vidu al i nstanc e th ere is no m at eri al di fferenc e in t h e
e ff ects of t h e s e t w o pr actic e s T h e p o ssible r esults from
.

t h e applic ati o n of t h e two und erlyi ng principl es how ,

ev er ar e wid e ly di ff er en
, t I f a few r et aile rs are p ermit
.

t ed t o combin e to fix t h e pric e o f on e a rticl e o th e r re ,

tailers cannot logically be kept from d o ing t h e s ame thing

on ot h er articl es I f this pr actic e is l egal for r et ailers
.
,

it must b e l e gal also for j obb ers and ot h e r middl em en ;

an d if middl em e n cando it m anuf actur e rs must inf air
,

n ess be given t h e s am e privil ege H e re w e h ave t h e .

,

l egalized opp o rtuni t y f or t h e re st ricti ono f all pric e com

p etition and t h e d evelopm ent of compl et e monopoly
through volu nt ary combi nations inall fie lds Of manu fac
turi ng and m erch andising This is c ontrary to public
.

p olicy H o wev er all r e stricti on of price comp etition is

. ,

not wrong As is t o b e expl aine d l at er it is m aintain ed

. ,

th at re stricti onof pric e comp etition u nd er t h e syst em o f

price m aint enanc e by t h e i ndividu al m anufact ur e r op er
at e s to t h e b e st int e r e sts Of all conc er n ed N O such re
.

su l t s can c o m e from pric e m a int en an c e as will surely

 P ROTE C T ING MAN UFACT URE R S GOODW ILL ’
203

com e from t he l eg al iz ation of t h e principl e Of conspir

ac pric e s b e c aus e th ere is involv e d in t h e form e r no
y ,

e l em e nt of combin ati o n amo n g t h e f actors in any com

p e t it iv e fi e ld . Pric e m aint en anc e h as nothi n g in it th at

can e ncour a g e combi n ations ; conspir acy pric e s on t h e ,

o th e r h and are synonymous with tr ad e combin ations

, .

223 D o es p rice main

. t enan ce resu l t inh ig h er p rices t o

t h e co n su mer ? — I t is s a id th at fix e d pric e s m e an high

pric es th at t h e chi e f purpos e of t h e m anufactur er in
,

fixi ng a price is t o fix a high pric e .

This is a qu estion of fact T h e oppon en t s of price

.

m aint enanc e h ave not proved th eir c as e On t h e oth er .

h and lists of advertise d a rticl es som e of which are sold

,

at st an d ard price s and oth ers at v arying price s show ,

th at t h e former are not g en er ally high er priced th an t h e

l at ter T h e chi e f differenc e is th at in any comp etitive
.

group t h e fixe d pric es are likely to approxim at e one an

oth er wh ile t h e non stand ard pric es are likely to range al l
-

t h e w ay from v e ry low to v e ry high . T h e fix ed price s a e r

usu ally inb etween I t should be rem emb er ed th at fix ed

.

pric es c ann o t b e much if any high er th an others ; oth er

wise th ey would not be attractive t o buyers M anu fac .

t u rers must fix th e ir pric es in t h e f ac e of comp etition .

F urth ermore pric e m a int e n anc e ofte n do e s as much t o

,

keep price s downas it does t o k ee p th em up ; t h e d eale r

h andling a pric e m ai nt ain ed article c an n t m ak e annu
-
o

d u e pr o fit on it b ec aus e t h e pric e is st and ard— t h e con

sum er knows wh at it ought t o be .

224 Are fia ed p rices u n

.
'
r —
fair t o d eale s? I t is s a id
th at n ation ally fix ed pric es are unfair b ec ause t h e co sts
o f j obbing an d r e t a iling v ary in diff r e nt s ections S u p
e .

pos e th at anarticl e se lls t o t h e r et ile r fo r sev e nty c ents

a .

H e is r equire d t o s ell it fo r o ne d oll a r H is gr o s profit

. s

is 8 0 per cent on s l e s O n re t ail r cando bu in ess a t

a . e e s
204 MAR K E T ING M E T H ODS
a cost of c nt of s ale s ; his net pro fit th ere f or e is
1 8 p er e

1 2 p er c n e t n oth er r et ail r ina di ff er ent s ect i on of

A. e

t h e c o unt ry c an no t d o busi ne ss f or l e ss th an 25 p er c ent ;

his ne t profit is only 5 p er c ent I t is m i nt a ine d th at . a

e a ch d e a l er sh ould b e p ermi t t e d to m ak e his o w npric es

o n t h e b a sis o f t h e co n diti ons p eculi ar to his busi ne ss .

F rom t h e st andp o i nt o f t h e i ndividu a l r et ail e r this is a

fair c ontenti on Adv o c at es o f pric e m ai nt enanc e how
.
,

e v e r sa t h a t n a ti o na lly fix d pric e is j us t ifiabl e e ven

y
, a e ,

in t h e f ac e o f p ossibl e pr ej udic e t o c er t ai n d al ers o n e ,

t h e gr ou n d o f t h e gr eat e r public g ood d eriv ed f rom

on e pric e th a t is v rywh er e u ni f rm
e e o .

A simil ar argument is t h e o ne adv anc e d by th o s e w h o

m ai nt ain t h at t h e d e aler w h o is able on acc ou nt o f

gr eat er effici ency to r educ e his c o sts o f d i ng bus iness o

sh ould b e p ermit t ed t o give t h e consum er t h e b enefit o f

his effici ency in t h e f orm o f l ower pric es I n answer t . o

this it is s aid t h at a st and ard pric e f irly fix ed is o f

.

, a ,

m re b en fit t t h e public at l arge th an t h e occ asi onal

o e o

o ff ri n
e g of a l ow price and th at t h e re t il er w h o is u n
,
a

usu ally ffici nt h s pl nty o f opportu ni t y t o b enefit his

e e a e

cus t om ers and t o build up trad e by m eans o f t h e addi

t ion al forms o f s ervic e th at h e is in a p o sitio n t o giv e .

S t and ard pric s h av e not t e nd ed t o disc our ag t h e s e rch

e e a

f or i ncr eas ed r et ail e ffici ncy ; sid e by sid e a e f ou nd

e r

highly effici ent and succ e ss fu l s t or e s and p o orly m n a

a ge d struggli n g e st ablishm ents b oth b eli eving in nd ,

a

pushing price m ai nt ai ne d goods -

.

2 2 5 Arg u men
. t s inf vo r of p rice main a t en ance — T h e

an sw ers t o t h e argum ents o f th os e w h o o ppos e st nd a

a d pric e s alr eady giv en may b e co n

r sid er e d as n eg ative
,
,

a rgum e nts in f av o r o f price m ai n t en nc e I n dditi on a . a ,

th er e are m any p osi t iv e m eth ods of pres enti ng t h e c ase

f or t h e advoc at e s o f t his policy T h e f av or bl e argu
. a
 P ROTE C T ING M AN UFAC T U RE R S G OODW ILL ’
205

m ents l argely group th ems elves unde r two h ea ds : t h e

a dv nt ag e s d e riv e d by m anu f a ctur e rs d eal ers a n
a d con , ,

sume rs fro m pric e m ai nt e n anc e and t h e influ enc e o f ,

stand ard pric es in encour aging r et ail c omp et ition .

22 6 . S t an d ard p rices h elp t h e manu fa ct u rer — T h e .

nonadvertising
-
m anufacture r who h as not creat ed pub
lic d em and for his o w n br and or who s e lls h is product
u nd er t h e d eal ers l ab e ls m y h av e littl e i nt ere s t in ke ep
’
a

ing up t h e price T h e de al er is t h e o ne who h as to

.

s t imul at e t h e d em and for goods f this s ort and anocc a o ,

sion al cut pric e may b e an e ff ectiv e w ay of pushing

them T h e manufactur er in such c as e s will no t usu ally

.

su ff er b e caus e t h e pric e cutti ng by one d eal e r onth e s e

,

go ds will not t end t o bri ng ab o ut r et li atory cuts by

o a

o t h er d ea l e rs an d thus d v el o p a g e n e r l pric e w ar r e
e a

sul t in in t h e fi na l r e fus a l of d ea l e rs t o h ndl e t h e go o ds a

g
a t all T h e situ at io n is di ff e r e nt h o w e v e r w h n t h
.
, , e e

m anufactur er h as t h r ough a dv e rtisi ng o ot h erwis e b u ilt r

up a r eal d em and f or his g o ds I f pric e cutt ing is per o .

mit t e d s om e ret a il e rs will ff e r l ow pric e s o nhis goo ds

, o

f or t h e s ak o f a t t r a cti n
e g p eo pl t o t h ir s t ore s ; oth er e e

d e l ers will f ollow suit a nd t h e r e sult will be a disap

a ,

eara n ce o f d eal rs pr ofits diss at isf a c t i o n with t h e

’

p e ,

goo ds a nd dis ast er t o t h e m anu f cture r T h a dv e rtis

, a . e

ing m a nu f ctur e r is p e rf ec t ly willing t o t ak e his ch a nce s

a

in c omp eti t i o nwi t h t h e simil ar pro ducts of th r m nu o e a

f act u rers but h e is at a s rious dis a dv a n

, t ge wh n h i
e a e s

g o ds in o ne s t ore h av e to c omp et e o na pric e b asis w ith

o

t h e s am e go o ds ina noth e r st o r e .

T his would n t b e t h e c a s e if pric e cutting i nc re a s ed

o

t h e tot al s al e of t h e goo ds I t do e s n t d so o rdi n rily

. o o a .

Supp o s e a ch ai no f gr oc ery store s d e s t e nper ce nt o f o

t h e t o t al groc e ry busin e ss of c mmu nity I f t h e ch ain

a o .

stores cut t h e pric e on H einz pickl es undoub t edl y th e ,

206 M AR KE T ING ME T H OD S
sa l e ofpickl es by th os e st or es will be greatly increase d .

Th e ind ep end e nt st o r es th at do 9 0 per c ent of t h e tot al

groc ery busi ness howe ver may not be abl e t o m eet t h e
, ,

cut and still g et a s tisfact ory profit Th ey will e ith er

a .

m eet t h e cut g et along wit hout pr o fit t empor arily and

, ,

fin ally g et tired of d oi ng busin ess f or t h e fun o f it and

throw out t h e lin e e ntirely ; or the y wi ll try t o hold t h e
price see t h eir s ale s d ecr easi ng r efrain entir ely from
, ,

pushi ng t h li ne w hich t h e ch ai n s t or e s are qu oti ng

e

at a cut pric e do th eir b est to push some thi n

, g e lse on
which th ey c nm ak e a pr o fit and regard t h e cut pric e
a ,

g oo ds and th eir m nufactur er wi t h dis favor for a l ong

a

tim e th ereaft er As long as t h e d e l ers who b elieve

. a

in m aint aining pric e s do t h e m aj ority f busin e ss in o

an y lin e t h e m a nu
, f a ctur e r of an a dv e rtis ed articl e o r

d inari ly los es int o t al s al e s ev e n though a fe w cut pric e

d eal ers may i ncreas e th eir i ndividu al distributi o n of t h e
pro duct .

2 2 7 S t an
. d ard p rices h elp t h e d ealer — Wh eneve r r e .

ta il ers opi ni o ns o f pric e m ai nt en nc e h av e b ee n pub

’
a

l ish e d t h e l arge m aj o ri t y h av e always f av o r ed it

, It .

is natur al th at th ey should T h e r et aile r is j ustifi ably .

eag e r f or pr o fit A m ai nt ain ed pric e i nsure s him a

.

f air pro fit H e canh andl e pric e m ai ntaine d goo ds and

.

push th em s ecure int h e knowl edge th at no one is like ly

,

t o d emor aliz e his tr ad e by fo rci n g h im to me t a pric e e

t h at will d e str o y h is profit T h e cut pric e d eal e r d o e s

.

not like pri ce m ai nt enanc e it is tru e but h e is s ee king , ,

t o build up his busi n e ss at t h e e xp en s e o f t h e manu f c a

tur er T h e n orm al pric e o f an dv ertise d articl e s eld om

. a

r eturns an e xc essiv e profit t o t h e d e al er ; it is usu ally

l ow and prop erly so b e caus e t h e d em nd is e xp ect e d
,
a

to r esult in quick and e asy s al es Wh ent h e norm al pric . e

is cut the n it u su ally m eans a cut b elow t h e profit d an

, ,
 P R OTE C T ING M ANUFAC T U RE R S GOOD W ILL ’
207

g er lin e T h e excepti o n al d eal er may be abl e to cut t h e

.

price radic ally and still m ake a profit b e c aus e of low ,

selling exp ens e ; but t h e average d eal er is not in this

position H e cuts sol e ly as a m ethod of adv ertising
. .

Wh at h e los es ont h e cut h e m akes up on oth er nonad

,
-

ve rt ised a rticl es H e demor aliz e s t h e m anufa ctur e r s

’
.

m arket and t h e public is not ultim at ely b enefited

, .

228 S t an
. d a d p rices h elp t e co n
r h su mer —As h as .

b eenpoint ed out t h e c onsum er se ldom b enefits fro m cut

,

pric es on advertised articles T h e a v erage r et aile r can

.

not cut such pric es m ateri ally and m ake a profit H is , .

purpos e is usu ally to att ract trad e by cuts on we ll known -

goods nd the n to sell oth er goods at a price th at will

, a

m ake up for his loss on t h e advertis ed articl e s T h e con .

sum er is not h elp ed by this practice Pric e m ai nt en nc e . a

e n abl e s t h e c o nsume r t o buy in an y m a rk e t at an tim e

y
with t h e assurance th at h e is p aying a fair pric e H e .

c ann ot be impos e d upon by any d eal er b ec aus e h e kn o w s ,

wh at t h e pric e o ught t o be and h e wil l r e fuse t o pay

,

m o re Pric e m ainte n anc e furth ermore provid es st and

.
, ,

a rds for t h e prici n g of all goods wh eth e r th ey are ad ,

vert ise d or not I t h elps gr eatly in stand ardizi ng me

. r

ch a n d ising in h elping t h e co nsum e r to buy easily an

,
d
s afely and in educ ating him t o stand ards of v alu e
, .

2 29 S t an d ard p rices en co u r e c o m e t it io n— O ne
. a
g p
ost ensibl e purpos e of t h e Oppon ents of pric e m a i nt e
n anc e is to limit t h e d ev elopm ent o f t h e l arge r busi ne ss
units and t o r esto re comp etitive o pp ortunitie s fo r t he
man with t h e sm all c apit al T h e fri ends of st a nd ard
.

pric e s m aint ain th at unrestrict ed pric e c o mp etiti o n d e

feats this v e ry purpose I t is a m atte r o f history th at
.

som e o f t h e so c alle d tru sts h av e d evel p ed th e i r pre s ent

-
o

po w er b e c aus e th eir great c apit al in an unrestrict ed ,

pric e m ark et en abl ed th e m to und ers ell t h eir small er

,
208 MAR KE T ING M E T H OD S
c omp etitors and t o pu t t he m ou t of busi ne ss W e h av e .

s eent h t t h e pro fit ona singl e s al e o f anadv er t is ed

a ar

t icl e is g en e r lly l o w nd th at a subs t n t i al cut in t h e

a , a a

pric e ofte n m eans t h e alm o st compl et e dis app ear ance

o f t h e pr o fit W h o c naff ord for l ng t o s ell g oo ds at
. a o

lit t l e or no profit f or t h s ak e o f adv r t ising ? T h man e e e

wi h much c api t al or t h m nwi h lit t le T h e nswer is

t t ? e a a

obvi o us M any gr eat ch i n s t o r e sys t ems th at can f

. a a

f ord to s ell advert is ed goods at a loss h v e s eri o usly em a

b arr assed th e ir sm aller c omp et i t ors Ont h o th e r h nd . e a ,

if pric es on w e ll kn o wn adv rt ise d art icle s e m i n -

, e ar a

t ain e d t h e m anwi t h sm all c apit l is in x c t ly

, s st r ng a e a a o

a c o mp et i t iv e positi on a s t h e m n w i t h l rg c api t l ; a a e a

comp eti t i onth enb c om e s a m at t er o f s rvic e r at h er t h an

e e

pri ce Unre strict ed pric c omp et it i nh as pr ov ed it s in

. e o

a bili t y t o pr v ent m nop oly and to enc ourag e c omp et i

e o

t i on .

2 3 0 All p rices can

. no t be rest rict ed — Pric e m i nt e a

nanc e d o s not m n t h e ent ir e limi n t i on f pric

e ea e a o e

c mp et iti on by any m e ns Ev en th ugh manu fac

o , a . o

t u r er s r e giv n t h e righ t t
a dic t t r e s al price s n
e o a e -
e o

t h ir pr o duc t s t he r e will b e hu n
e dr eds o f m nu f ct urers
, a a

who will not c r e t o d o so Th ere is littl e or no v lu

a . a e

in price m i nt e nanc t a m anu fac t ur er u nl e ss h e h

a e o as

cr eat e d wid d em nd f his g oods b ec aus e it is only

a e a or ,

g oods in w id d em nd t h at are m d t h e subj ect o f

e a a e

p ro fi t sh tt
-
ri ng n d m
a rk t
e d e m o r lizi n g
a pric e w a rs by a e -
a

d e l ers R et ile rs will al w ys h av e in s t o ck m any ar

a . a a

t icle s on which t e mp o r ary cut inprice f o a dv e rtisi n

a g r

purp o s e s would not i njure m anu f ct ur rs or d eal ers ; a e

an d th er e w ill alw ys b m anu f a c t ur e rs s lli ng go ds in

a e e o

bul k nona dv ert isi ng or pu t t i ng d e l rs l ab ls nth i

,
-

, a e
’
e o e r

pr o duct w h o will not fi x r e s al e pric es and w h o w uld

,
.
-
o

a in nothing by doi n so I f a m anuf a ctur er ho w ev er

g g . , ,
 P R OTE C T ING M ANUFAC T U R E R S GOOD WI LL
’
209

in o rd er to prot ect t h e g o odwill e xpr essed by wid e d e

m and for his br and c are s to fix a f air pric e and to r
,
e

q uir middl em ento obs erv e it t h e fri e nds of pric e m in

e , a

t enan ce c o nt end th at h e should b e p ermitted to do so

to t h e end th at h e may prot ect his ow n m arket h elp,

d eal ers t o m ak e and k eep a f air pro fit and s e rve t h e

,

consum er in t h m any w ays in which st and ard pric e s

e

h ave proved th eir abilit y t o s erve

 C H APTER XI V

TH E COST OF CO MPETITI V E SE LLING

23 1 C rit icism o f m rke t in met h od s —
cos t of
T h e
. a
g .

m ark t i ng is at t r c t i ng t h e i ncreasi ng at t ent iono f pr ss

e a e

a nd public R ec nt y ears h v e s n l arg e adv anc s in

. e a ee e

t h c o s t o f s t pl e s an
e d luxuri es lik e
a I n t h att emp t a . e

t o h ead o ff furth er a dv an c s and t o fi nd t h e r e s on e a

f o r p ast i ncr e se s m ny p e opl e h av e c m e t o r g ard t h

a a o e e

pres ent m rk eti ng sys t m s t h m ost bl am ew r t hy

a e a e o

si ngl e f act r T h e cri t icism is fr e qu ently m ad e t h t

o . a

high pric es ar e d u e t adv rtisi ng ; t h at t h e enormous o e

w as t e s o f publici t y a e re sp onsibl e f m any o f our d iffi

r or

c u l t ies ; th at th er e ar e t o o m a ny s al e sm en t o m an y mid , o

d leme n t oo m any a pp eals t t h e public and t oo much

, o ,

buyi ng ; t h at t h e w orld is livi ng b eyond it m eans and s

t h at this or t h at ph s e o f m rk et i n g is chi fly t o bl m

a a e a e .

W e a e t o l ok i nt o som e o f th s e ch rg e s in so f as
r o e a ar

th ey h v e r efer ence t o m anu fac t ure d products

a .

23 2 W h o p ays for t h e
. d ve r t isin g ?— P e rh a ps t h a e

m ost fr equ ent cri t icism is l evel ed t adv rtising W a e . e

a e r ask ed t h e qu esti n W h p ays f r t h dver t isi ng ?

o
“
o o e a
”

with t h e implic at i ont h t t h ans w er w ill disclos e a c n a e o

diti on th at is l arg ely r esp onsibl for high pric es T h e e .

a nsw e r d ep ends o f c ours e on wh t is m ant by p y

, ,
a e a .

Obvi ously t h e m nwho adv rt ise s p ays t h e bills Th ose

a e .

w ho sk t h e qu e s t i on howe v e r are prompt e d to do so

a , ,

by t h t hought t h t b hind t h e adv er t is er t h r e is s om

e a e e e

o ne w h o r e lly b eaa rs t h burd e n— t h t the dv rt is r

e a a e e

p ass es onhis dv ertisi ng exp ns t t h e c nsum er and

a e e o o ,

21 0
 T HE C OS T OF C OM P E T I T IVE SE LLING 21 1

t hec onsum er p ays it int h e form o f high er pric s I s e .

this tru e ? I f it is it is a se rious i ndictm nt o f d v r

, e a e

t ising .

23 3 . Ad ver t ising o a nd irs t cont he r et ail st re — F ,

sid er t h e r et ail st ore I n t h e l arg er citi e s at l east t h e

. ,

success ful r et ail store sp ends huge sums for publici t y ; it

u s es l arg e sp ac e in e xp en siv e n ew sp ap e rs ; it sp ends a
fortu ne p rh aps ont h e d ecor ati ono f it s C hristm as w in
, e ,

do w s ; it provid es all s o rt s of c onveni ences for its pa

tr ns all of which a e ch arge d t o adver t ising Wh t
o , r . a

is e r sult of ll this D o t h e cust om ers pay m ore

t h e a ?

f or th eir purch as s th an th ey would if t h e s t or e did n

e o

adv e rt isi n g ? Wh at is t h e purpose of all th ese m ark et

ing activi t i es ? Th ey h av e but one purpos e— to m ak e
mor e s al es I ncre s ed s al es m ean mor e r apid r et urnon
. a

t he in v estm ent and without a prop o rti onat e i ncre s e

, a

of c api t al This m eans t h at t h e c apital c n be us ed

. a

mor e fr equ ent ly A manwith a c apit l of. m ay a

with out adv e rtisi ng m ak s l es of a y e ar

e I f he
a .

sp ends a few hu ndred d oll rs in dv ertis ing his s ale s a a

m y mount t o H e incre a s e s his t ur nov e r

“ ”
a a

from t w o and one h alf t o four t im e s I f h e d oe s this h e

-
.
,

cana ff ord t o t ak e a sm ll e r profit neach doll ar s w o r t h

’
a o

o f g oods s o ld This is o ne s avi ng t h t h e canp ass ont

. a o

t h e public Anoth er is t h e i t em o f xp e ns e E ve ry a r
. e .

t i el e s old mus t b e ar a c e rt i nch arg e fo r t h e e xp ens e s f

a o

run ni ng t h e store — r ent l ab r admi nistr t i o n e t c , o , a , .

S m e o f th e s e exp ens es r em i nt h e s am r e g a rdle ss f

o a e o

c nside rabl e i ncre s s in t h e am ount o f s al es ; s m f

o a e o e o

th em i ncreas e wi t h t h e s al es but n t pro p rti o nat ly ,

o o e

adv e rtising is such an exp ens e Acc rdi ngly with t h . o e

i ncreas ed s al e s c aus ed by go od adv rti ing e ach d ll ar e s . o

t k en in h as t be ar a d cr s ed pr p rti no f t h e t t al
a o e ea o o o o

e xp ne of d o i n
e s g busi ness H re is an t h e r s avi ng t h t . e o a
212 MAR K E T ING M E T H OD S

ca nbe p ass e d ont o t h e public int h e f orm of l o w er pric es .

Anot h er o pportu nity f or s avi ng is in t h e c o st o f t h e

g o ods t o t h e deal er W e h av e s eenth at qu ant i t y pur
.

ch as e s o ft enme anext r a discou nts Th e m erch ant w h o .

,

t hr ough a dv e rtisi n g is abl e t o run up his s al e s is ina

, ,

p osi t io nth er eby t o buy in l arger qu an t iti es t o c omm and ,

lo w er pric es and t o p ass onthis s aving t o his cust ome rs

, .

I neff e ct iv e r et ail adve rt isi ng is of v alu e t o no one .

T h e st ore th at c annot g et s at is fact ory r eturnonit s ad

v er t ising e xp en ditur e s o o nc e a s e s to a dv e r t is e o r c e a s e s
t o e xis t .P oo r adv ert isi ng nee d not b e c onsid er ed ;
w e ar e c on c erned only with th at which is e ff ect iv e G ood .

r et a il adv ertisi ng ce rt a i nly does not incr eas e t h e cost o f

g o ods t o t he public V ery f ew s t ore s h v e ev er r ais e d
. a

th ir pric es aft er th ey be g n t o adv ertis e whil e t h er e

e a ,

ar e c oun t l ss c a s s o f pric e s g o ing d own a s t h e r esult o f

e e

ad v e rtisi n g Wh ere d oe s t h e buyi ng public l ook for

.

b arg ai ns I nt h e qui et nonadve rt isi ng st or e or int h e

?
,
-

big busy t h ro ghly adv ertis d r t il s blishm t

, ,
o u e e a e t a en ?

I n t h e l tte r of cours e ; nd b ec ause t his is t ru e st or e

a , a ,

a dv e rtisi n g c nnot b ch arged w it h cr eati ng high pric es

a e .

234 Ad ver t isin n d t h e m n f a c t u r e r — N ext con

.
g a a u .
,

sid e r t h e m anu f cturer s adv er t ising This is t h e ki nd

a
’
.

of a dv er t ising th t is usu lly attack ed T h e public s ee s

a a .

hu ndr ds o f m ag azi n s c rrying nume r ous p age s o f ad

e e a

v e rt ising ; it s e s billb oa rds

e and s t r e t c r c ards e v erye a

wh r ; it c anno t e sc p e t h m rv el ous el ctric signs th at

e e a e a e

illumi ne e v ery Br oad w y in t h e c ou nt ry ; it l e rns th at

a a

o ne b ck c ov er inc ol ors o none p opul ar p eri odica l c o sts

a

an d it jumps to t h e c onclusion th at h er e in
d eed is s om ethi ng t angible s om ethi ng th at must b ,
e

ch arge d with t h e high cost o f livi ng .

23 5 R ed u c io n of m
t n fact r i n co s t s — A s in t h e
. a u u g .

c as e of r et ail advert ising w e must di ff r ent i t b et w en

, e a e e
 THE C OS T OF C OM P E T I T IVE SE LLING 21 3

good and b ad n ational a dv ertisi ng B ad advertising is .

wh o lly a loss T h e a dv ertiser l earns his l esson t ak s

.
, e

his loss and gr a du ally r ec oups by b et t er m eth o ds or

, ,

h e c e s es t o do busin ess T h e m anuf actur e r is t h e l o se r

a .
,

not his custom ers G ood n at i nal a dv er t isi ng on t h e

. o ,

o t h e r h and t en, ds to keep pric e s down F ir st it r esul ts .

,

in incr ease d s ale s and i ncr e se d s al es often m ake it pos

,
a

sibl e for t h e m anufacturer to e ffect t h e ordin ary econo

mi e s of l arge sc al e production ; f r instanc e low er ed cost o ,

by r e son of incre as ed purch ase s o f r aw m ate ri al b et

a ,

t er m e thods m ad e possibl by t h e empl oym e nt o f hi g e h

s al ari ed e xp erts compl ete divisi n of l abor wi t h r esult
, o

ing incr eas ed efficiency and t h e u se o f l abor s aving ma

,
-

chinery which is o nly profit abl e wh en t h e o utput is l rge a .

All of th es e s avi ngs and o th ers may r esult in l o w e r cost

, ,

o f t h e fin ish ed pr oduct .

23 6 R ed u ct io nof sellin co st s — This is not t h e most

.
g .

imp ort ant e ffe ct of adve rtisi ng how ev e r Som et im e s ,

.

t h e in cr ease d s al es through adv ertisi ng are not enough t o

d ecre ase m at eri ally t h e cost of m anufactur e per u nit and ,

s om etim es th er e is a limit inproduction b eyond which ad

dit ional economi es in m anufacturing are impossibl e .

Ev enin such c as es adv ertisi ng m eans a s avi ng b ec aus e ,

whil e good adv e rtisi ng may som etim es r educ e t he u nit

c o st of m anufacture it al w ays reduc es t h e unit cost to
,

s ell T h e c ost to s ell is a big it em int h e pric e at which

.

anarticl e is s old Ev e ry article must b ear a prop ortion

.

o f this c o st I f t h e t o t al s elling exp ens e is high and t h e

.

s al es sm all t h e price must be fix ed acc o rdi ngly ; but if

,

through an exp enditure fo r adv ertising t h e s al es can

be gr eatly incr eas ed t h e pr porti o n b e twee n s e lli ng ex
, o

pe ns es and s al es may be ch anged th at t h e pric e can so

b e br ought down Suppos e with ut adv e rtisi ng a man

. o

u fact u r e r c ns ll a e units of his p roduct at a s elling

21 4 MAR K E T ING M E T H OD S
c ost of E ach articl e s old must b ear a s elli ng
c ost o f fi ft y c ents S upp o s e now h e dds an e xp ens e
. a

of for adve rt isi ng and as a r esult s e lls ,

units H is tot al se lli ng c o s t is i ncr eas ed to

. b t u

t he un it sellin g c o st is on ly t hirty s e v n a n d o ne h l f -
e -
a ;

c ents H ere is t h e r e al c o n omy f adv rtisi ng nd it

. e o e , a

usu ally g oe s h and inh and wi t h a t hird s avi ng— t h e les

s ened u ni t ch arge f or ov erh ead e xp ns s Wi t h anou t e e .

put o f ar t icl e s each ar t icl e must b e ar it s sh r

, a e

o f such e xp nse s a s admi nistr at i on r et ur n on c pit l

e , a a ,

et c I f t h e output is i ncr eas ed t o

. m any of t h es e
ch arge s will not b e pr op rti nat ely i ncr eas d and e ch o o e , a

articl e th en will c arry a sm all er ch arge f or t h e it ems o f

g en ral e xp ens e
e .

23 7 E vid en ce of sa vin s — Th e s e ar e not m er t h eo

.
g . e

r et ical s avings e ff e c t e d t hr o ugh adv e r t isi n g T h e ad .

v e t isin
r
g p e ri o dic a ls a e fill e d wi t h r t h t s t im n y o f e e o

m anuf ct ur ers w h o h av e b e nabl e t o k eep d o wno ev n

a e r e

t o r educ e pric e s as a r e sul t o f adv ertisi n g wh ent h e l arge ,

i ncr eas e s int h e pric e s o f raw m at ri als w ould t h erwise e o

h av f orc d pric e s up I vo ry s oap is as w id l v and as

e e . e

e xp e n siv ely adv ert is e d as any c omm di t y in g n r al o e e

u se .D o es any on supp os e t h at its pr e s ent price w hich

e ,

h s r em i ne d u nch ang e d f or alm os t h l f a c ent ury

a a a ,

c ould b e m ai nt ai ne d if it w ere not f or t h e l rge a

sc l e product i n and t h e ec onomies in m ark t i ng

a o e

e ff ct e d a lmost entir ely thr ough its e ff e c t iv e a dv e rtis

e

ing ?
G o od
dv ertisi ng d o es not r eally cost anythi ng ? I t
a

must b e p id f o o f cours bu t is not nu nproductive

a r, e, a

burd enonany one To ask W h o p ays f o t h e ad ve .

“
r r

tisi ng is lik e aski ng W h o p ys t h e r nt o f t h e st or e

? ” “
? a e
”

o r Who p ays t h e s al ary o f t h e cl rk b ehi nd t h e cou n

“
e

t er ? Th ey are all s elli ng exp ens e s which a e abs o rb e d r

 T HE C OST OF C OM P E T I T IVE SE LLING 215

int h e business which are r equir e d by c omp etition and

, ,

w hich o f t en pe rmit l o w r pric e s t o t h e co n sum er th an

e

would b e p o ssibl e wit hout th em Th e que s t i o n W h o .

p ys f r t e dv ertisi g might b e answere d by an

a o h a n ? ”

o th e r qu e stion W h o p ays t h e s al ary o f t h e gricul t ur l

“
, a a

e xp ert w h o shows a f rm er h ow to double his c orncro p

a

wi t h out dditi o n al expe ndi t ur e of much of anyt hing ex

a

c ept i nt elligenc e ? G ood adv e r t isi ng is no m or e a bur

”

d ent o a m anuf actur er an d his cus t om ers t h nt h e s al ary a

o f t h e e xp ert is a burd en to t h e f arm e r a n d his cus

t omer s .

23 8 . T he ex t ra valu e in ad ver t ised g oo ds .

—
D espit e
t he s avi ngs t o t h e m anufactur er br ough t about through
a dv ertisi n g it is p o i nt ed ou t th at some tim s t h e pric e
, e

o f an a dv e r t is e d a rticl e is gr eat e r th an t h e pric e of a

simil ar un adv ertis e d articl As h as alre dy b een sug e . a

gest ed this is not generally true I n a fe w c as e s it is

, .

tru e h o wever Wh at ab out t h e disp o s al o f adv r t isi ng

, . e

c sts inth es e c as es ? Suppose t h at a p air o f adv rt is e d

o e

sh oes c ost Supp o s e als o th at a p ir o f u n d ve r a a

t ised sh o es of simil ar qu ality c ould b e purch as e d fo r

I f I buy t h e fo rm e r d o I p ay a t ax o f fif t y ,

c ents for t h e adv er t isi ng— a t ax fo r which I g et no re

turn D e cid edly not I n t h firs t pl c e t h e mou nt
? . e a , a

ch arg eabl e for adv ertising t o each p air f n ati on lly ad o a

ve t ised sh o e s w uld b e o n
r ly a ti ny frac t i o n f fifty
o o

c ents I n t h e s ec nd pl c if I pay t h extra fif t y

. o a e, e

c ents I do so b ec aus e I r ec eive v lu e fo r it \

, V h at a .

v alu ? W earing qu ality nd fi t ? P e rh ps n t ; t h e

e a a o

ch e pe r sh es may p o ssibly b just as g d inth es r

a o e oo e e

S
p ct e T hse v. lu e is i nt angibl
a e b u t it is n on e t h e l e s , s

v lu e By buyi ng t he adv rti d sho s I am s tisfyi ng

a . e se e a

my prid e ; I am getti ng st and rd articl which ev ry a a e e

on e kn o ws t o b e st n d rd T h thi ng fo r w hich I pay

a a . e
21 6 MARKE T ING M ET H OD S
t he e xtr a fifty c en t s is m ent al s atisf ac t iont h at t h e man
u fact u er is b ehind t h e sho e s an
r d t h e ple asur e I d eriv e
fr om p o ss essing som ethi ng f or which adv ertisi ng h as ,

cr eat ed my d em and This ki nd o f v lu e is just as r eal

. a

a s if it w e r e t an gibl e ; it is r ec ogniz ed by ec onomists ;

I am willing t o pay for it ; and wh en I d o buy it I m , a

not sp e ndi ng mon ey for which I g et no ad equ at e r e

turn .

2 3 9 Ad ver t isin n d o t h e m k e t i n m t h o d — In
.
g a r a r g e s

o rd e r to show t h e ff e ct of c omp eti t iv e m ark eti n

e g m eth
o d s on p ic e s w e h av e c on
r , fined our att ent iont o ad ver
t isin g b ec aus e adv ertisi n g is t h e a ctivi t y t h a t is m o s t at
t ack e d and b ec aus e adv ertisi ng r e adily s erv es t o illus
trate t h e pri ncipl es I t sh ould b e r em emb er ed how
.
,

e v e r t h at p ers on al s al esm an
, ship d oes e x actly t h e s m e a

thi ng as adv rtising e xc ep t ina di ff er ent w ay and f e

e r

qu ent ly on a sm all er sc al e I f a m anufactur er s ends

.

o u t tr ave ling s al e sm e n it is b e c aus e h e b eli v e s th at

, e

t h e r eby h e canm ak e t h e m ax imum s ale s at t h e l e as t s ell

ing c o st Often if h e did not u se s al esm en h e could not
.
,

s ell or m k e his goods at all I f a r et ail stor e ow n r

a . e

hire s s ale sp eopl e to h elp him b ehi nd t h e c oun t er or t o ,

t ak e his pl ace th ere it is b ecaus e by doi ng so h e can

,

m ak e mor e s al e s wi t h out prop orti onate i ncr eas e ins ell

ing exp ense T h e r esults fr om l rgely i ncr eas e d s al es
. a ,

wh eth er th ey com e through advert isi ng or p ers onal

s al e sm anship in t h e gr e at m aj ority o f c ase s ar e such as
,

t o k ee p do w n consum e r pric e s on an y a r t icl e t o which

e ff ective a dv ertising or p erson al s al e sm an ship is ap

plied .

24 0 I s ad vert isin s oc i l w as t e ? — W h ve b een

e a
.
g a a

c onsid eri ng t h e r efu t at ion of t hos argum ent s agai nst e

c omp eti t iv e m ark eting m et h ods th at are b as ed on t h e

mist aken assumption th at t h e effective dv ert isi ng of any a
 T HE C OST OF C OM P E T I T IVE SE LLING 21 7

a rticl e r a is es t h e pric e of th at articl e Th er e is anoth e r

.

cl ass o f arguments ag ai nst adv ertisi ng howev er Some , .

p eopl e criticiz e it on t h e scor e th at it is an economic

waste th at it pr es ents t oo m any and t oo eff ective buy
,

ing app eals th at it encour ages u ndu e buyi ng and th a t

, ,

it r esults in all sorts of e xp endi t ur es th at h ave th eir p art

in i ncreasi ng t h e cost of living I t is c o nt end ed th at
.

whe n anadvertising m anufactur er greatly i ncreas es h is

s al e s in a comp etitive m arket one of two th ings h app ens :
,

e i t h e r t h e t ot a l purch as e s of t h e kind of pr o duct h e

m ak es are incr eas e d (which may or may not be a good

thi ng ) or h e is t aking busi ness fro m a comp etitor who
, ,

with d ecl ining and p erh aps dis app ear ing s al es finds
h imself u ltim at ely with a f actory and equipm ent o nhis
h ands th at r epr es e nt a soci al w ast e I n conn ection wi t h
.

this argum ent it is only n ec ess ary to p o i nt out th at th o s e

who advance it are arg uing no t ag ainst ad ver t ising as
on e d ist in ct fo rm of market in b u t t h ey a re a rg u in
g , g
ag in st t h e w h o le co m e t it ive s st em of in d Too
'

a
p y us t ry .

o fte n t h e critics of a dv e rtising forg e t th a t t h e a rgu m e n ts

th ey advanc e against pri nte d s al esm anship c ould with
j ust as gr eat force be adv anc ed against every att empt
t o m ark e t c omp eti n g goo ds in any w ay wh at ev e r I f .

t h e n atio n al a dv e rtising o f a m a n ufacture r is an e co

no mic w aste th e n t h e loc al adv ertising of a sto re is a
,

si mil ar w aste and so also are t h e following : t h e pl ac

,

in g of goods on displ ay in t h e window in o rd e r to at

tract trad e t h e m aking o f a store ttractive so th at
, a

custom ers will f eel like st ayi ng and buying t h e ne at ,

dress of t h e sal eswom en th at is suppos ed t o add t o t h e

pleasure o f purch asing and t h e qui et suggestion ft e r
, a

a c oll ar h as b ee n s old to a cust o m e r : Th es e ne w c rav ats

“

th at t ie int o a tight h ow are be ing worn gen erall y with

th t sh ap e o f co ll a
a r .
”
218 MARK E T ING M E T HODS
24 1 Ad ver t ising and salesman
. sh ip h ave same
p u r

o s e — Th e o nly di ffe r enc e b etwee n t h e t h ous and thi ngs

p
th at t h e ret ailer l egi t im ately d oes t o at t r act t r ad e and t h e
adv e rtisi n g th at t h e m anufacturer c aus e s to be s ent all
o v e r t h e c o untry is o n e o f d egr ee
, On e do e s o na sm all
.

sc al e wh at t h e oth er d oes on a l arge sc al e I f it is righ t .

f or a r et a il e r t o try t o g et you t o tr ad e wi t h him ins t ead

of wi t h a rival deal r it is right for t h e m anufactur er
e , ,

by t elli ng his story wh ere you cansee it to try to g et ,

you t o purch as e his goo ds inst ead o f t h o s e of an oth er

m anufactur er Th er e is no diff erenc inprincipl e I f
, e .

c ompe titi o n as a pri ncipl e is right th en any m et h o d ,

o f c mp e t ition th a t is h o n
o e st an d ing ood t as t e is righ t ,

r egardl ess of wh et h er it o p er ates ona l arge sc al e or on

a sm all sc al e and one such m eth o d c an not logic ally b e
,

criticis ed with out cri t icising every o th er c omp etitive

m et hod of m ark eti ng .

2 4 2 An .
y h o nes t m et h o d l eg it ima t e inco mp e t it io n .

This is not t he pl ac e t o argue w h eth r t h e comp e titiv e e

o r th emo nop olistic system o f i ndus t ry is t o b e pre ferr ed .

At pr e s ent w e are op e r ati ng u nd r t h e comp etitive sys e

t em a n
, d w e are lik ely t o c onti n ue t o d o so for some tim e
t o c om e Und er th at syst em h onest advertisi ng is j ust
.

a s l e git im at e as s al esm a n ship ; t h e m nufac t urer s na ’

a

t ion al a dv e rtisi n g is j ust as l egitim at e s t h e gilt l et t e re d a

sign ab ove a r et ail r s store As l ong s t h e pri ncipl e of

e
’
. a

c omp etitive i ndustry is r ec ogniz ed no hon est fair , ,

m eth o d to g e t busi ne ss c nbe c onside r ed wrong Th ere

a .

is no diff erenc e in pri ncipl e b e t w een t elli ng a comp et i

t i v e st o ry to a milli onr ead ers o f a m g azi n e an d t lling
a ,
e

t h e s am e story f ace t o f ac e wi t h a cus t om e r ov e r t h e

, ,

c ou nter o f a ret ail store I t is s aid t h t a dvertisi ng

. a
“
,

by cu nni ng psych ol ogic al m eth ods f oist s up onus h u n

, ,

dreds o f things w e n eith er n eed nor o f ours elve s d esir e .

”
 T HE C OS T OF C OM P E T I T IV E SE LLING 21 9

This is not t ru e ; fe w o f us will admit th at w e oft en buy

things from t h e p o ss essi on o f which w e d not obt a in o

some s atisfacti o n But ev en if it w ere tru e it would be

.
,

no indictm ent o f adv e rtisi ng ap ar t fro m t h e co mp et it ive

syst em as a w h o le ; b e c aus e if a dv e rtising t e nds t o in
cre as e wants and s al e s so d oes e verythi ng els e incom
,

p e t it ive m a rk e ting . A dv e rtisi ng a nd p e rson a l s al es

m anship are simply t w o m eth ods of d o i ng t h e s am e
thing I f one is right th ey are both right ; and no eriti
.
,

cism of on e th a t do es not fr ankly i n clud e a criticism

o f t h e e ntir e compe titiv e syst e m o f i n dustry n eed be
c o nsid er ed by t h e man who is m ark eti ng his go ods in
an w a
y y th at is in good t ast e an d which is b a s e d o n a n
h on est d esir e to d eal fairly with comp etitors and with
t h e public .
 PA RT II SE LLING

C H AP T E R I
1l s
‘

PLACE I N THE FI ELD or BUSINESS

1 . T h e merch andising ma ch ine — !Es o pr el at es in his
fabl es t h at o ne d ay t h e me mb rs o f t h e body c am e t e o

t h e co n clusion th at th ey w ere doi ng all t h e work w hil e

t h e st o m ach got all t h e f o od ; so t h e y d e cid e d to g o on
strike Th e l egs r e fus e d t o g o af t e r t h e food t h e h ands
.
,

to t ake it up and t h e mouth t o r ec e ive it Aft e r a few

, .

d ays o f this how ev e r t h e l gs a n

, d a rms b ec am e ext rem
, e e

l y w ea k n d t h m u t h p a rch e d a nd dry
a e o Th ey b ega n .

t see t h a t t h e st om a ch in its o w nqui t w ay w a s doin

o , g e ,

n ec ess ry w ork and c o nclud e d th at all w ould h ave to

a

wo rk inh armo ny to keep t h e b ody t oget h r e .

I n t h e s am e w ay all d ep artm ents of a busin ess are

,

import ant and mus t work tog eth e r Som e d e p artm ents .

ar e mor e import a n t t h an o th ers o f c ours e just as som e , ,

o rg an s o f t h e b ody are m o re impor t ant th n o th e rs in a

sust i ni ng life and actio n I t is quit e n atural for each

a .

d ep ar t m e nt to m ag nify its impor t anc e t o t h e busi ness as

a wh o l e I t must b e c o nc ed ed h w ev r th t d ist ribu
.
,
o e , a

ti o n is t h e big problem inalmo st e v ry busi ness Th e e .

imp o rt anc e of t h e s elli ng e nd th ere fore c an not be over , ,

e stim at ed .

M e rch andis mov es so smoothly from t h fact o ry t

e e o

t h ultim a t us r th a t w e may n
e e o t r aliz e h w c mpl e x
e e o o

is t h e busi n ss m ech a nism w hich m ak s t h e m vem nt

e e o e

p ossibl e A huge f ct ry in I lli nois le t us ay tu rns

. a o , s ,

22 1
222 SE LLING
out f rm impl em ents for us ers w h o m y live anywh ere
a a

be t weenM ai ne nd C ali fo rni or ev eninf or e ignc o n

a a, u

t ri e s T h e I lli no is m anu f c t ur e r c n
. no t s ll a h o e t o
a a e

t h e truck f arme r in M iss issippi Th e m anuf actur e r .

s ells his ho es to a j obb er in M emphis who c arri es and

distribut es t h e s t ock f t h e I lli nois m anuf act ur er and a
o

numb r o f ot h e s T h e M emphis wh ol es l er s ells in

e r . a ,

turn to a r et ail r inM eridi an M ississippi w h o si nc e

, e , , ,

h e is cl o s e in t uch with t h e w a n t s o f t h e M ississippi

o

f arm er c arri es st o ck d raw n fr m wh ol s al ers inM m

, o e e

phis N ew Orl eans M ob il e and Birmi ngh am and f rom

, , ,

m anuf acturers w h o s ell t o t h e r t il ers dir ct e a e .

Year by y e r new and b ett e r ppli anc e s t ak e th e ir

a , a

pl c es in t h e Me ridi an r et ail e r s stock One by one

a
’
.

a pp e r mo t o r pl o w s s eedi n
a g m achi nes cr e m s ep r t
, , a a a

o rs milki n
, g m chin e s and po w er churns e ch o fferi ng
a ,
a

t h f arm e r t h e o pp o r t u n
e i t y t o d o s om et hi ng t h t h e could a

no t d o b e fo re or to p er f o rm som e old t sk m or e e ffi a

cie n t ly E ach n w art icl e is pr du c d in o ne or t w o

. e o e

pl nt s and distribut e d o ver t h e wh ol c u ntry and s om

a e o e

t im e s ov e r t h e wh o l e w o rld I nt h c s e o f e ch one t h e
. e a a ,

wh ol e s l ers and t h e ret ail ers h v t o b e p ersu d d t

a a e a e o

stock up with t h new and impr ov e d r t icl e nd must b e

e a a

t augh t h ow t o s ell it This is t h w o rk o f th at p ar t

. e

o f t h e busi n e ss o rg an is m k no wn s t h e m erch andi si ng a

m achine— t h distribu t i ng or s al es end o f t h e busi ness

e .

2 P ow er fu r n
. ish ed by t h e s l esman —S al sm nship a . e a

puts life and vit ality i nto this m ech anism S l esm anship . a

m akes t h e goods move T h e m anu f ctur er s s al esm n . a

’
a

sh ows t h e wh ol es al e d eal er th t h e canres ell t h e pr od a

u ct at a pr o fit T h e s l e sm ano f t h e wh o l es al er do e s t h e
. a

s am e wi t h t h e r etail d al er T h e re t ail r inturn p aints

e . e

pict ur es of b tt er w ork d ne inl e ss t im nd wi t h l ss

e o e a e

e ff rt
o nd so p ersu a d es t h f arm er t o buy T h e s al es
, a e .
 ITS P L AC E IN THE F E D I L OF B U S IN E SS 223

ma n ,th en spr ea ds t h e goo d n ews of h ow to g et m or e

,

an d b et t e r go ds f or wh at o n
o e h as to sp e n d T h e prog .

r ss o f civiliz at i onh as m e nt bov e ev ryt hi ng els e th at

e a , a e ,

t h e u se o f t h b e s t m t e ri al things h a s b e com e mor e com

e a

mon T h e g enius of inv e ntors and t h e d ri ng of cap

. a

it al ist s w h o b ack e d t h em h av e r esul t ed in m o de rn me

ch an ical proc ess es for produci ng goods in l a rg e qu n a

t i t i es . B u t th s e proc ess e s c ould nev e r h av e b eenm d

e a e

to p y n a or w ould t h e c o st of t h e n
, e c ssi t i e s a nd com e

f o rts f lif e be s l w as it is if s al esm anship h ad not

o a o ,
’

pr o vid ed t h e wid e distributi o n th at w arr ants t h e produc

tionof go ods upo na v ast sc l e a ,

3 S al es a sh p p ro mo t es civiliz at io n L et us look
m n i —
at t h e s al e s m
. .

ans w o rk ine st ablishi n g new t rad e ch n

’
a

nels and spre adi ng civiliz ati o n fr o m a slightly di ff e r e nt

an gl e AJ1 ent erprisi ng Americ an employs idle F ilipi no s
.

to m k e cig rs and p ays th e m m ore th anen ough t o p

a a ro

vid e for th eir primitive w ants Sal esm e n in Am eric a .

disp o s e of thes e cigars Sal esmenfrom Am e ric a tr av el

.

t o t h e Philippi n e s an d t each t h e nativ e s t h e u se an d ad

v ant ages o f num er ous articl e s fou nd wh ere th ere is a
high er st and ard of livi ng th anth at t o w hich t h F ilip ino e

h as b ee n a ccus t om e d T h e n at iv s l ea r nt h e n am e s a nd
. e

t h e u se o f cl o t hi n g and f furniture and v ari ous a ppl i

o

an ces for t h e h ome Th ere is arous ed in t h e F ilipin o a

.

d esire for more of th ese comfo rts a nd enj oym ents and
h w o rks h a rd e r As tim e go e s nh s ee s t h e wisd m f
e . o e o o

a ll owi ng his childr nt g e t om sch li ng C e rt i nly

e o s e oo . a

f e w are d o i n g m o re f o r t h civiliz ati n f that F ilipi no

e o o

th an t h e s al e sm an who dispos s f his product and t h e e o

s l esm an w h t each e s him t u se his w ages intelligently

a o o .

Tod ay virgin l ands are p pul at d and empires o e

ar e built by tru e s l sm anship a e F r y rs t h e D o mini o n

. o ea

o f C an ad a a n d t h e C anadi an P acific Ra il r ad h a v e e m o
224 SE LLING
pl oye d agents to s ell to British and C ontin ent al imm 1
—
gr ants yes and to f armers in t h e Unit ed St at es— ci t i
,

z en n C n a d a an oss ssi of f arm l nds int h e

shi
p i a d p e o n a

C an adi an N orthwe s t Th es e ag ents now h av e thr ee .

hundre d thous and o f t h eir ch o s e n prosp ects t aking up

C anadi an l and ev ery y ear T h e pric e th es e immigr ant s .

ar e p yin g for th e ir new ci t iz enship is t h e ab and onm ent

a

of c ountry and fri ends and t h e e xp ens e of m o ving th e ir

f mili e s t o a f r aw y l and But t h e gai nis wo rth t h e
a a -
a .

pric e for it m e ns i nd ep end enc e f or t h e immi g rant s and

, a

o pportun iti e s f or t h eir children .

4 V ast in n m n hi — s al e sm an
.
fl u e ce o f sa l es a s p T h e ,

th en is a vit al and import ant el ement in t h e c omm er

,

cial world o f t o d ay H e co nn e cts t h e manwho m ak e s

.

an d t h e f r aw ay manw h o us es H e is t h e apos t l e w h o
a -
.

spre ads t h e go sp el o f g oo d thi ngs t h e u niv ers al u se ,

of which m ans t h e pr o gr e ss of civiliz ati on Wi t h ut

e . o

t h e powe r w hich t h e s al e sm ansuppli s to t h e m erch an e

disi ng m achi ne t h e pr es ent proc sse s o f sp e ci alized and

, e

l arg sc ale pro ductionand of world wid e e xch ange could

e - -

not b e carri ed on .

Selling st arts t h e bl ast furn ac es fills t h e long fr eigh t ,

trai ns with m anufac t ure d pr oducts nd s w ells t h e l a a

b orer s p y env el o pe I t is t h e s l sm an who fills t h e

’
a . a e

tr i ns and h ot els and who ce as el essly dist ribut es th t

a ,
a

which is b ei ng c onst ant ly produc ed I f you want a .

tru e Sign o f prosp erity see wh et h e r t h e s al esm an is ,

abr oa d thr ough t h e l a nd I f h e is you may know th t

.
,
a

tim es ar e go od But wh en t h e s alesm an c annot se ll

. ,

e v ery on e in t h e busi n e ss world is su ff e ri n g ; for th en t h e

h e rt o f t h e bu smess orga nism can not s end t h e life
a

blo od of tr d e coursing t hrough t h e art eri s of t h e busi

a e

n ess w orld to nourish and sustain t h e tissu es of com

me rcial life .
 IT S P LAC E IN THE F E I LD OF B U S IN E SS 225

5 . The sales mans dig nifi ed

’
o Th es e v arious w rk —
sid e s of t h e work of t h e s al sm an must be s eenin rd e r
e o

th at t h e import anc e and dignity o f his pl ac e int h e busi

ne ss world may b e appr eci ated A c ent ury ag o it w as .
,

custom a ry for inventors and menof r ar e genius t o d ie

in t h e po orhous e F or an inv entor to b e appr e ci at e d
.

by his ow ng n er ati o n w as unu su al ; it to o k twent y fi ve

e -

or thirty y ears for t h e public to learn how to u se h is

new articl e T o d ay t h e inv entor turns his articl e ov er
.
,

to t h e m n who can sh o w p eopl e th eir n eed for it and

a

s o on a rising i ndustry h as grownup arou nd t h e inven

t or s ide a T h e m od ern s al e sm an h as acc omplish ed ina
’
.

y ear wh at w as form erly t h e work of a generation .

I n his w o rk h e appr oache s men of v arying impor

,

t anc e ; h e must poss ess t h e ability to talk to t h e sm all

manwithou t co nd e sc ension ; h e must m ee t t h e big man
o n h is o w n l ev e l T o this work h e must c arry a th o r
.

ough knowl edg e of his goods an d t h e polici e s o f his

h ouse and a c ap acity for i nt elligent initi ativ e I n t h e .

e yes of t h e menh e m ee ts h e is not m er ely his hous e s

,
’

n a —
r epres e t tive h e is t h e hous e i t s elf .

T h e m o d er n s al e sm an tri es t o b e all th at is impli d e

by t h e t erm gentl em an— both inapp ear anc e and ch ar

a c t er ess e nti als H e looks upon a busi ne ss e ngage
.

m ent as a s acre d tru st H e gu ards j eal ously t h e confi

.

d ence pl ac ed in h im by his customer on t h e o ne h and

a nd by his h ous e nt h e oth e r o .

6 D eman
.
—
d versus su pp ly of sa lesmen A k ee n busi .

n ess mano nc e s aid th t th re w e re t w o me nw h o w e r

a e e

of supreme imp o rt anc e to h im ; t h e manon t h e produc

ti onend who could turn out t h e most g ods at t h e lo w o

e st c o st an
,
d t h e manon t h e s e lli ng e n d who c ould se ll
t h e most g o ods at a f air profit F o r ev ery manwho ca n .

s ell succ ssfull y th ere are s ve ral who cand irect p ro

e , e

I II—15
226 SE LLING
ducti on T h e d em nd f or s al esme n ont h e oth er h and
. a , ,

is l rger t h an for pr o duction men Ev ery y e r nu m

a . a

b er l ess n e w a rticl e s must b e intr o duc e d an d m a d e p o pu

lar. N ew br ands f old articl e s must b e pl ac e d up ont h e
o

d eal ers sh elv e s ; and st apl es must b e distribute d g ai nst

’
a

t h e s ev e r st comp et iti on T h e supply o f m enw h o r e

e . a

a ble t o d o t his work w ill in all r b bility n v r qu l

p o a , e e e a ,

t h e d em and .

One h s but t o gl anc e o v er t h e cl ssifi e d adv ertisi ng

a a

c olumns o f a high cl ss d ily p ap r t o r e lize how in

a a e a

s ati abl e is this d em nd T h e m n w h o c n s ell h as a

a . a a

ch o ic e o f c onnecti ons and canst art w ith a new c onc ern

a t a r ate of comp en s t i one x t r em ely r r e inot h er fi elds
a a .

I t is quit e unusu al f or t h e s al esm nt g et i nt o t h e sit a o

“

n ati o n w ant ed c o lum ns B ec aus e of t h e l arge d m and

”
. e ,

th er e is no fi eld inbusi ne ss in which a you ng manc n a

g e t such a l a rg e r e tur n o n his p e rs o n a l f o rc e a n d ch r a

a ct r an
e d in which wit hout t h e p o ss e ssi o n o f c pi t al
,
a ,

h e c n pl y so imp o rt ant a p art in t h e busi ne ss w orld

a a .

7 . R em u n e ra t io n o f sa l esm e n — T h e c omp ens ati o n

o ff er ed to s l esm ende p nds l argely up on t h e p art w hich
a e

th e y pl y in creat i ng d esire for t h eir goods T h e

a a .

tick et s ll e r ina N ew York subway s t at ion cansc arcely

e

b e c all e d a s al e sm an at all f or h e m e r ely p ass e s ou t ,

tick ets and m ak es ch ange H is c omp ens at i o n is low b e .

c aus e t h e pow er t o p ersu ade and convi nce is not r e quired

in any appr eci abl e d egr ee On t h e o th er h and s om e .
,

t im e ag o a tick e t s el l e r f or on e o f t h e big r a ilro ads whil e ,

visi t i ng a l arge ofii ce onp ers o n al busi ne ss l e rned th at ,

a

t enm nw e r e to b e s ent t o Bu ff alo t h f o llowi n

e g night e .

T h e firm pr actic ally d e cid e d t o s end t h e men v r a o e

c omp eti ng road T h e ticke t s ell r imme di at ly st epp ed

. e e

i nt o t h bre ach t alk ed convi nci ngly of t h e sup rior

e ,
e

e quipm en t onhis r oad and by promis e of p ers on l ser

,
a
 IT S P LAC E IN T HE I L
F E D OF B U S IN E SS 227

vice got t h e busin ess for his r ailroad Though off

, .

duty h e w ent imm edi at ely t o hi s comp any s offic e se

,
’

cur ed and d el iv ered t h e nec ess ary t ick et s and c a rri ed

a w a y with him a ch e ck for ov e r $ 1 0 0 Th at w as s al es .

m anship of a high orde r .

8 D eman
. d for re t il salesmen— T h e ol d id ea th t
a . a

a ny o n e ca n s ell b hi n d a count e r is f a st giving w ay t o

e

a k eenr ealiz ation o f t h e v lu e o f s al e sm an ship inr e t ail

a

selli n g Selli ng b ehi nd t h e c ount er is l argely w h at t h e

.

individu al m ak es it Th er e are t hos e who simply sup

.

ply wh at is asked for and th at no ne too graci ously ; w h o

d o not t ak e t h e troubl e t o s t udy t h e lin e th ey are s lli ng e ,

an d who give no thought t d evising w ays o f i ncr e a si ng o

t h eir s al e s Th e re is also a r apidl y gro w i ng cl ass w h o

.

h av e m ad e it a p oint t o g et a t h oro ugh knowl dge o f e

th eir goo ds ; who by the ir fr ank ness c ourt esy and knowl ,

edg e win t h e co n fid enc e of th eir cu s t ome rs and s om e

tim es acquir e a f oll ow ing ; w h o advis e th eir custom e rs ;
w h o ar e abl e to s ell a b et t e r qu ali t y o f g o ods th an t h e

custom e r h ad it in mi nd t o buy ; w h o can clos e a s ale

wh en t h custom er is indoub t ; and who pl an m ethods
e

o f a w ak e n i ng i nt er est inli ne s oth e r th an th o s e t h e cus

t ome r h d in mi nd wh en e nt eri ng t h e st ore T he d e
a .

m and for this l att er cl ass is so gre t th at t h e l arge r a ,

m ore progressiv e r e t ail ers thr ugh ut t h e c u ntry are o o o

e st ablishi n g tra i ni ng sch ools t o d ev l p such s al e sm e n e o .

Th ent h e s al es of cl o aks and suits and f m ns cl th o e

’
o

ing at r e t a il is supp os e d t r equir e a high r o rd r of o e e

s al esm nship t h nt h e s elli ng o f sm all r l w e r pric ed ar

a a e , o

t icles The c n
.
t eri ng f d sire na p r t icul a r garm ent
e o e o a

an d t h e cl o si ng o f a s ale is di ffi cult T h e compens ati n . o

is c rr spondi ngly l rg r T h e selli ng f e xpe nsiv e

o e a e . o

furs and imp rt ed g w ns c alls fo a st ill high e r o rd e r

o o r

of ability R u g s al sm n in t h high er cl s d ep art

. e e e as
228 SE LLING
m ent s t or es re gul rly clos e s al es ru nni ng into thr ee and
a

f our figu e s nd a e su ally c omp ns at d on c ommis

r a r u e e a

si nb sis I t is not u nc omm nf or th eir comp ns at i n

o a . o e o

to g os high a s thr f u r or fi ve th ous and doll rs

a e e, o ,
a

a ye r a As w e dv nc e in t h e sc al e o f r et ail s elli ng
. a a ,

t h e discr ep an cy b et w en supply and d em and for we ll e

tr ai ned s l esm ni ncr s esa e ea .

9 S l esmenw h o seek t h e bu yer —

. a W e come ne xt t . o

t h e t r av e li ng s l esm anw h o go e s t o t h e buy e r H ere w e

a .

h av fi s t t h e c omm erci l t rav el r repr es nt i ng

e r , a e , e a

whol s al e h ous e nd engag d in disposi ng of s t pl s

e a e a e

ag ina s t str ng comp ti t i on A manwho c nse ll int his

o e . a

fi eld is n ss t ; ne w h o c annot is disti nc t ly a li bilit y

a a e o a .

T h d m nd f s al esm n w h o will b an ss et f ex
’

e e a or e e a ar

ce ed s t h supply S c ond w e h av e t h e final and high est

e . e ,

t yp e o f s l esm n t h m anw h o is s elli n

a a g a sp ci l t y f o
, e e a r

which n ent ir ly new d m nd mus t b e cre t d W e

a e e a a e .

must i nclud e h er t h e pr omot er w h o ss mbl s nd pl ns

e a e e a a

a new ent erpris e nd i nt er s t s c pi t l in it T h d e a e a a . e

m nd f r men c p bl f t his cr e t iv e s l sm nship is

a o a a e o a a e a

pr c t ic lly u nlimi t ed C mp ns t ion t h r efo is ls

a a . o e a , e re , a o

u nlimi t d Bl nh v b e nk n w nt m ake f rt u ne in
e . e a e e o o a o

a Si n gl tr ns ct i on; and it is n t t ll x t r ordi n ry

e a a o a a e a a

for men f t his t yp e t o ear nf r om t ent fi ft y th ous nd

o o a

d o ll ars per y ear .

1 0 O pp o t u n
. it ies ins l esm nsh ip — I t h s b n s e n
r a a a ee e

t h t a m anw h o c ns ll w ill comm an

a d s v er l t im es t h e
a e e a

s l ry t h t h e c o ld rn in r u t i ne o cl ric l w o k
a a a u ea o r e a r ,

o r v n in s me imp or t nt const ruct iv e work pe r t ai n

e e o a

ing t o pr ducti on acc ou nt s or fi n nc e

o Th re r t w
, a . e a e o

m i n r e s ons f t his F irst t h e e xe c t iv e h ea d of a

a a or .
, u

busi n ss is v ery lik ly t t hi nk o f his s l s d ep rt m ent

e e o a e a

in t rms o f i nc m e nd pr ofi t s nd o f his ot h r d ep rt
e o a a e a

m ent s in t erms o f ou t go and exp ens e and as a r e sult , ,

 IT S P LAC E IN T HE F E I LD OF B U S IN E SS 229

is likely t o be m o r e libe al inhis pl ans for comp e ns a r

’

tion int h e s al es d ep artm ent Second t h e ac t u al w orth .

,

to a fir m of a maninany of the s e oth er fi elds must b e

unc ert ai n but th er e is nothing u nc ert ai n ab out t h e
,

worth o f a s al esm a n to his fi rm I t canh e figu red ou t .

in a ctu al d oll ars and c ents .

1 1 W h at t h e sal esman learn

. s — H ugh C h alm ers ,

w h o h as be e n kn o wn a s o n e o f Ame ric a s f o r em o s t s al e s
’

men s ays th at a m ansh ould al w ys vi e w his comp ns a

,
a e

ti onfrom two angl es F irs t wh t canh e earn S c

a .
?
,
e

on d wh at canh e l e arn
,
? F rom t h e l att e r point o f vi e w ,

s al esm anship is esp e ci ally at trac t ive T h e s al esm an .

c om es i nt o cont act with a wid e circl e of busi ne ss men .

H e acquire s t h e abili t y t o m eet m ena nd t o a ddre ss th em .

H e g ets a fi st h nd k nowl edg e o f t h e big busi ne ss pr ob

r -
a

l em o f dis t ributi o n H e l earns to obs erv e t h e bus in e ss

.

m et hods o f ot h ers H e d ev l ops p o is e and s elf co nfi

. e -

d nc e and in short acquir e s t h e s t rong positiv e qu aliti e s

e ,

th at m ak e for succ ess in busin ess .

A great m any big busi ness e xe cutiv e s b eg anas s l es a

m en A p erso nal k nowl dg e o f c onditi o ns o nt h e firi ng

. e

li ne is i nv alu abl e t o t h e m anwho is directi ng o p r t i o ns e a

from a priv at e offic e T h e s l e sm an t h e re fo re w h

. a , , o

t ake s adv ant age of ev ery opp o rt u ni t y fo r b ec omi ng a

broad gauged busi ness man and av o ids i nj uri ous h ab
-

its is prep aring hims elf for ane x ecutiv e p o siti on eithe r
int h e h ous e fo r which h e is s elling or in a busi n
, ,

e ss f o

his own buildi ng John N orth Willys c am e in fro m t h e

.

r o d wh ere h e h ad b een se lling aut om bil es f r an

a o o

o t h e r c o nc e rn t o e st ablish t h Willys Ov e rl and C m e -

o

p any of which h e is t h e h ead tod ay .

With all its o pportu niti s s elli ng as a great sale e , , s

m an ge r h as put it is t h m s t f sci n ti ng gam e int h e

a ,
e o a a

w orld ; and unlik e most o th e rs is a g am e f brai n pure

, , o ,
230 SE LLING
a ndsimpl e I t s atisfi e s t h e inh er e nt lov e of adventur e
.

—t h e h az ard of d efe at an d t h e ch anc e of big vic t o ry .

T o sum up t h e man who can s e ll is a succ e ss— o th ers

,

may be .

12 . Universalit y l esm anship in it s

f
o selling
— S a ,

broad e st s ens e is e ss enti ally t h e

s elling of one s p oint o f
,
’

vi w t h e abili t y t o s t art wit h t h e ot h er f ell ow s p oint

e — ’

o f V i e w an d l ea d his mi nd t o t h e de sir e d vi ew Wh en .

ani n dividu al end eav ors t o i nflu enc e not h er t o ad opt a a

c e rt ai n m ent al at t itud e or t o t ak e a d e sir ed act i on h e ,

is pr actici ng s al esm anship I nt his br oad s ense ev e ry .

,

on e canpr o fit by a k n o wl e dg e f t h e pri ncipl e s f s al es o o

m anship and succ ess ful s elling m eth ods .

Ev ery o n e at one tim e or anot h er s ells his servic e s

, , .

I f w e canpr s ent our qu alific ati ons insuch a w ay as t o

e

c nvinc e t h e oth er fellow w e will s ll ou r s ervic e s m ore

o , e

sur ely and possibly at a high er figur e Th e acc ou nt ant .

w h o w o uld b e c om e g en r a l audit o r w o u ld d w ell t o e o

s t udy s al esm anship b ef or e pr es nt i ng his pr op osi t i n e o .

T h e a dv r t isi ng m an ag er mus t s ell his b oa rd o f di r e c t ors

e

o n t h e effic a cy of a n a dv e rtisi n g c mp aign; and s ell a

th em t oo on t h e nec ssity of an dv ert isi ng appr pri a

, ,
e a o ~

ti n T h e sh p sup ri nt end ent w h o d esir es impr ov d

o . o e e

e quipm en t inhis pl an t must s ell t h b oard f dir ect o rs e o .

T h e c o rp or ati on t ea su e r mus t s ll t h e b ank on his r r e

pr op osi t i on wh enh e goe s t o b orr o w f u nds T h e gr e t

, . a

l awy er pl di ng f or a lif e b e f r a j ury is s mply t y

, ea o e , 1 r

in g t o s ll th a t j ury
e his p o i nt f vi e w A gr eat st t s o . a e

m n might w ell b e c omp ar e d t o a high cl ss Sp ci l t y

a -
a e a

s al sm an Ev ery man t h en h as a vit l i nt er s t in

e .
, , a e

t h at k n o wl e dg e o f t h e hum anmi n d and t h at pr ct ic o f a e

p ersu si oninwhich li s t h ess enc e o f s al esm anship

a e e .

13 . S elling a bilit y not n ecessarily inh erent —E . . St .

Elm o L ewis t ells a st o ry of a dir ector of s al esm enwho

 IT S P LAC E IN T HE F E I LD OF B U S IN E SS 23 1

w as s ayi ng t o him o ne d ay: N o you c an t t each a ,

’

a a e a —
m ns l sm nship it has g ot t o b e b o rninhim The .
”

sp eaker h ad b een w at chi ng one o f his menin t h e front

p art of t h e stor e d emo ns t r at e a m ech anic al d evic e H e .

no w st epp e d quickly f or w ard B ill s aid h e I no.

“
,
”
,

tic e th at you did all t h e demonstrating and ll t h e t al k a

ing Why didn t you le t y our prosp ect h andl e t h e

.
’

m achin e— o p e rat e it ? By l et ting h im pl ay w i t h it you ,

wou ld h ave h eld his i nt erest and cr eat e d inhim a d esir e

to own t h e m achi ne I ns t ad of th at h e w alk ed out on
. e ,

you H e h ad l aid d o wn a d e finite pri ncipl e of s al es

.
”

m anship And this indic at e s wh at litt l e th ough t t h e

.

a v e r a g e busi n ess man is giving t o t h e subj e ct wh en h e

s ays th at s al e sm e n a e b rn and c annot be m ad e

r o .

Th ere is a great d e al o f discussion as t o w h et h er o r

not th er e is a sci enc e of s al e sm anship W e d o no t h av e .

to d ecid e th at qu estion he r e L e avi ng it entir ely op en .

,

it is quit e clea r th at w e can apply sci entific m et h ods ,

which m erely m e ans appro aching t h e subj ect with an

u nbi as ed mi nd d elvi ng i nto t h e xp ri e nc o f nume rous
,
e e e

menw h o h av e sold goods and dr aw i ng fro m t h at inve s

,

t ig at ionc e rt ain fund am e nt al pri n ciple s An art is d e .

fi ned as t h e practic al applic ation o f k no w l edge o r n atu

ral ability By adding t o our natural ability t h e k nowl
.

e dge o f t h e pri n cipl e s of s al e sm anship which w e h ave

g ath ere d by t h e sci entific m eth ods d e scribed and apply ,

ing th em t t h e practic e o f s elli ng w e are practici ng

o ,

t h e art o f s al esm anship W e sh all th n be d i ng n oth

. e o

in g m r e or
o l e ss th a n addi n g t o u r o w n e x pe ri e nce in o

t h e s el ling fi eld t h e e xp e ri e nc e f oth er succ essful s al es o

men .

14 Kn o w.l edg e p lu s
p r a c t ice — T h tr a in e d engin r . e ee ,

fresh fr m his t ech nic al sch l is pr b ably n t o g d

o oo , o o s oo

a bridg e build r a t h e f r m an w h
e s h a s w o rked a t
o e o
23 2 SE LLING
bridge buildi ng sinc e h e w as a b oy G ive t h e engine er .

fi ve y e ars e xp eri enc e h o w ev e r nd h e will b e t h b et

’

, ,
a e

t er bridg e build e r of t h e t w o simply b ec us e h e h s t

, a a a

his disp o s al not only his ow n exp eri enc e b u t t h

, ,
e

wh ol e p as t e xp eri enc e of t h e ngi n ri ng pr of essi one ee .

T h e s al esm an t oo ne ds c ons t ant pr actic e

, , e H . e

n eds his ow n exp eri enc e t o t ie t o t h xp eri enc o f

e e e e

ot h ers But t h e m e di ocr e m n an b e improv ed by

. a c

te achi ng ; t h e g ood m n an b e m d e b ett er by t each

a c a

ing ; and t h e b e st o f menc nb e c onsid er bly str ngth

a a e

e n ed by t eachi ng T h e gr eat s al esm nw h o is bornand

. a

not m ad e is great e r at f r t y th anh e w s at twenty A

o a .

study of t h e pri ncipl s f s le sm anship will sh ort enth at

e o a

tim e b et w ee n t w enty and fort y nd bring t h e ambiti ous

, a

m n mor e quickly to his g oal

a .
 C H AP TER II
S A T PLES , B RANDE D S A T PLES AND S E P CI ALTI ES
15 . D ivisio nsf lli
o ng a ctiviti
selli
e s m ng
ay b.e — Se
cl a ssifi ed from s ev eral di ff r ent s t andpoi nt s all m o r e o re ,

l ess import ant One divisi o nmay be m ad e t d ep end

. o

up on wh eth er t h e go o ds are sold directly or t h e

s al e is m ad e by m eans of a s ampl e a cat alog or v e rb al ,

d escripti on Exc e pt in r are inst anc es goods are s old

.
,

at r e t ail by t h e first m e t h o d B onds are usu ally s old by .

verb al d escrip t ion T h e t r av eli ng s al e sm an as a rul e

.

s ells by s ampl e and som et im es int h e c as e o f l arge t ech

, ,

nical appli anc es by mod l I f mod els are no t us ed in

,
e .

t h e l att e r c as e s elling must n e ce ss arily b e d o n

, e by cat

a lo g. Th ere h as b een a t end ency r e c ently to re pl ace

more or l ess cumb ersom e s mple c as es wi t h c at al o gs a .

T h e H e i nz C omp any fo r e x ampl e fi n di ng it imp ac

, , r

t icab le to h av e s al esm en c arry a s ampl e of each

of t h e 5 7 and th at t h e fe w t he y c ould c arry w ere
“
,

burd ensom e h ave equipp e d th e ir me n w ith c at al ogs

,

which picture t h e v ari ous proc esse s o f m anufacture and

sh o w e ach o f t h e products full sized inc ol o r .

An o th e r divisio n might b e m d a cc rdi ng t o t h e a e o

cl ass of buye r wh eth er wh ol es al e r r etaile r o r con

, ,

sum er .

1 6 W h ere buyer seeks seller a n

. d vice v a er s — Then .

w e may m ak e a cl assific a ti o n d p e ndi n g nw h e th e r t h e e o

buyer goes to t h e s ell e r r t h e s ll e r g oe t o t h e buye r

,
o e s .

Bro adly sp eaki ng m ost r et ail s elli ng w o uld fall int t h e

, o

first cl assific ati o n and m o st w h ol es al e and speci alty s ell

233
23 4 SE LLIN G
ing int o t h e s ec ond Th er e a e exc ept ions to t his rul
. r e,

h ow v e r I t is not unc omm onint h é c se o f a sp eci al t y

d

e . a

f or t h buy e r t o t a k t h i ni t i at iv e and g t o t h e s ll e r
e e e o e .

Pr gr e ssiv e r et ail ers o f fo o d st u ff s fr qu ent ly t ak e t h e

o e

i nit i tiv e t h es e d ays in goi ng t o t h e buy r by s lici t i ng

a e o

o rd e rs o v e r t h e t l e pho n Buyers of wom ns app ar el ’

e e . e

g t
o t h e s e ll r wh en th ey m ak e t h eir y ea rly visi t s t o
o e

P ris f o th eir imp ort t ions N w Yo rk l c e h ous es

a r a . e a

h av s al sm en trav li ng v e r t h e c u nt ry c lli ng on
e e e o o a

l c e buy ers T w ic a y ar h w ev r t h es e s al e sm en
a . e e , o e ,

ar e c all d i n t N ew Yo rk f o a m ont h t m e t t h es e
e o r o e

s am e buyers w h h av e c om e t o N w Y rk t o l ook o e o

o v e r wh a t t h e m et r p olis h a t o ff e r a n d t o put
o s o

in, t h ir spri ng o f all f ashi ns As a m at t r of

e r o . e

f act it is at this tim e th at t h e l arge st p rt of t h e

, a

busi ne ss is d one T h e i nt erm edi at e visi t s o f t h e s l es

. a

man m er ly s erv e t o k e p t h e buy ers st o ck d up and

e e e

suppli e d with new styl es b etw een his visi t s t o N ew

Yo rk .

1 7 S in .
g l e v er su s r ep e a t ed s al es — A b et t e r d e fi ne d .

divisi o n d ep ends up onwh et h er t h e s l sm ns ells a man a e a

on c e or s ells h im r p e t e dly and r egul arly A s l esm an

e a . a

h ndli ng st or e fix t ur s w oul d c om e u nd er t h firs t divi

a e e

si on whil e a groc e ry s al sm an c lli ng up on his t ad e

,
e a r

r e gul arly w uld c om e u nd er t h e s ec nd I t is quit e p os

o o .

sibl e o f c ou rs th at t h e fix t ur manmight m ak e s l es
, e, e a

to t h e s am m n n t w e di ff r ent o cc si ons b t th es
a o o e a , u e

s l s w ul d b e i r gul ar nd t l ong i nt erv ls H e is

a e o r e a a a .

u nd r t h e nec ssity o f s eei ng new p opl e c nst antly in

e e e o

o rd er t o k e p g o i n g e .

This cl ssific ati o n is m or e imp rt ant t h an t h e p e

a o r

vi ons on s b ecaus e it is one th at may w ell b e consid

e ,

e r d by t h e s al e sm an in m ki n
e g c nnect i on Wh er e a a o .

o n s lls a man bu t o nc e it is imp o rt ant to g et his

e e ,
S TAP LE S B RAN DE D , S A T P LE S , S E P CI AL T IE S 235

fri endship and confidenc e quickly which m eans th at t h e ,

s ale sm n must h ve a p erson ality th at works qu ickly

a a .

T h e most import a nt thing inc alli ng on tr a d e r egul arly

is t h at h e sh all h ave a p ersonality with l as t ing qu liti es a .

Wh eth er h e can g et und e r a m ans sk in quickly is of

“ ’ ”

s econd ry import anc e Sal esm en and s al es m an agers

a .

might w ell b ear this disti nction inmi nd .

1 8 S t ap les an
. d sp ecial t ies — B y f ar t h e m o st impor
t ant cl assific ation o f s e lling is th at b as e d on t h e n at ure
of t h e commodity sold ; n am ely wh th e r it b e a st pl e , e a

or a sp eci alty A st apl e may be d efi n e d as a co mm o di t y

.

n ec ess ary to c arry on t h e prim ary fu ncti ons of li vi ng ,

under e xisting st and ards Sugar co ffee cotto n g oods .

, ,

an d sho e s are st apl es S i nc e th e r e is a u niv ers al d e

.

m and for such comm o diti e s as th ese it is not requ ir ed o f ,

t h e s al esm a n to cr eat e a d em an d b efore t h e s al e canb e

m ad e .

A sp eci alty may b e d e fin ed as an a rticl e fo r which

there may e xist a pot enti al d em and o r for which it is
possibl e to cr e t e a d em and bu t which h as not b ee n g en
a ,

e r all y inc o rpor at ed int o t h e p e o pl e s s t a n d ard o f liv ’

ing . Phonogr aphs conduct ed tours and aut m obil e s

, o

are e x ampl e s of sp eci alti e s P eopl e must be educ ate d .

t o d em and th es e t hi ngs an d a d e sir e f r th em must be o

create d ineach i ndividu al s al e .

1 9 S ellin s ecia lt ies — A s t h d e finiti o ns w uld in

.
g p e . o

d icat e t h e bulk o f t h e expe nditur e s o f t h e country

’

, s

h ous eholds are for st apl e s M any h ous eh olds and i ndi .

v id u al s how ev r h av e a surplus l ft a ft e r th ey h av e
, e ,
e

s atisfi d th ir requir me nts fo r stapl e goo ds \

e e e V ith t h e .

adv a n c e of pro sp rity this surplus grows l arge r

e , .

T h e s elle rs of sp ci lti e s c mp et e k ee n
e ly f t his sur
a o or

plus T h e c omp ti t i nis n t o nly b t w e n t w imil ar

. e o o e e o s

sp eci altie s such as t w di ff re nt m k f pl ay r pi a nos

, o e a es o e -
,
23 6 SE LLING
but b etwee n diff er ent kinds o f sp ecialtie s as w ell ; if t h e
surplus is sp ent for anau t om obil e c onsid er at i ono f t h e ,

pl ayer pi ano will be put o ff f or a year B ec us f this

-
. a e o

d oubl c omp et it ionand b ec aus e of t h e nec essi t y o f c e

e r

at i ng a c omp elling d esire and m aking a strong cl os e

in each i ndividu al c as e t h e sp eci al t y s al e sm an is of a
,

high t yp e and e arns a l arge r emu nerati on .

2 0 S p ecial t ies beco me st ap l es — A gre t m an

. y of a

t h e st apl e s of t d ay w e r e t h e sp e ci al t i e s of y e s t erd ay
o .

Ad am Smi t h s ays th at in 1 77 5 b ot h men and w om en

in E ngl and w r e sho e s ; in Sc ot l and o nly men w o re
o ,

th em ; and in F r anc e neith er men nor women wor e

,

sh oes I nEngl and t h en sho es w e re a stapl e commo d

.
, ,

ity ; in S cotl and th ey w ere s t apl e among m n but a

, e ,

sp eci al t y am ong wom en; and inF r anc e t h ey w r e a sp e , e

cial t y f r b oth menan

o d w om en Th at is th r e xis t e d .
, e e

no d m nd f or th em among t h e wome n of S cot l and

e a ,

nor am ng t h e meno r w om eno f F r nc e T h e p eople

o a .

h ad t o b e duc at e d t o th e ir u se ;
e fairly general d esir e a

for sh oe s h ad t o be cr eat ed Even such c ommon ar .

t icl s a t o o t h brush e s s o ap an
e s d unde rcl ot hi ng h av e
,
-

not al w ays b eens t apl e s and th ey are s t apl es t o d ay only

.

in t h e m o r e civiliz ed c o un t rie s Th eir i ntro ducti on in

.

s om f reign p art s is only b egi nni ng

e o .

Th er e may b e th o s e w h o will m aint ai n th at goods

are n t m an
o ufactur e d pri or t o a d em and f r t h m bu t o e ,

a e pr o duc e d o n
r ly inr sp ons e t o a v ery d efini t d m nd
e e e a .

Th os w h o h av e studi ed t h e hist ory o f s elli ng h ow ev er

e , ,

r ealiz th at t h e d em nd h as t o b e m anu fact ur d just as

e a e

sur ly s d o t h go ods F o a l ong tim e r ailr oad men

e a e . r

l augh e d at Westingh us e nd his air br ak es wi t h which

o a -

h e pr p s e d t o st o p tr a i ns w ith wi nd
o o A B st n mob . o o

d es t r y d t h e firs t s w i ng m achi ne ont h e g ou nd t h t

o e e r a

it w oul d thr o w t h e p eopl e out o f w ork I t to ok a l ong .

S TAP LE S B RAN DE D
, S TAP LE S , S E P CI AL T I E S 23 7

c amp aign o f e duc ati onto c o nvinc e p eopl th at Ediso ns e

’

el e c t ric lights w e r e s a fe pr a ctic al a n ,d b ett er th a n g as , .

O nly r ec ently h as it b ecom e t h e ru l e t o equip n ew ly

built hous es for el ectric lighti ng Th e struggl e of t h e .

t l epho n
e e f or r e cog n iti o n is s t ill fr esh int h e m inds o f
men of t his gener at io n N o busi ne ss mancanno w im
.

agi n e how h e c ould g et a l o n g without a t el eph on e but ,

it t o k r eal s al esm ent o c nvi nc e him in t h e early d ays

o o

th at th ere w as any a dvan t ag in t h em I t is s aid t h t e . a

on e of t h e first C hic ag o firms to in st al t el epho nes sub

s equ ently h ad th em r emov ed b c aus e t h e frequ ent phone e
’

c alls from cus t om ers disturb ed t h e cl erks .

T h e s am e proc ess by which a sp e ci al t y b ec o m es st apl e

till goe s on I nt h e n ext f ew y ears w e may exp ect t o
.

see t h e v acuum cle an er j ust as common s is t h e s e wi n g a

m achin e tod ay T h e low pric e autom obil e t oo bids

.
, ,

f ir t o b ec om e a st apl e product Th e mil esto ne s o f civ

a .

il i t ionare m ark ed by t h e conv ersio no f sp e ci al t i e s i nt o

za

s t apl s t hrough t h e educ ati ng w rk o f s l esm e n nd d

e o a a a

v er t isin g .T h e d e gr ee o f civiliz a tio n in t w o c ou n tri es

m y b e comp ar ed by noti ng t o w h t xt nt t hi ngs w hich

a a e e

h v e b ecom e stapl es int h e o ne a e still Sp ci alti e s in t h e

a r e

ot h e r .

2 1 B ra n
. d ed st ap les — I nt h e cl assific ati n a cco rdi ng o ,

t o t h e n atur e o f t h e pr o duct s ld which w are n ow o , e

discussing th ere is third cl ass f c mm odity t b e

, a o o o

co nsid er d t h e brand e d st aple T h e brand ed st apl e

e , .

may b e d efin e d a s st apl e c omm dity put u p in a st and

a o ,

a rd p ack g e un
a d er a distinctiv e br nd nam e usu ally
,
a ,

sold a t a st n d ard pric e c ar rying gu rantee o f qu al

a ,
a a

ity and wid ely adv e rt i ed N o t

, s m ny y ears g
. so a a o,

t h c rn
e o e r gr o c e r b ught his o atm o l and th er ce reals ea o

inbulk n d sc o p ed th em fr m
a o b inu n d e r his counte r
o a

f or h is custom ers Tod y h e h ands t h e custom e r a

. a
238 SE LLING
s anita ry p ack age F orm erly h e b ought his crackers by
.

t h e b arr el T o d ay t h e N at io n l Biscu it C omp any h s

. a a

l arg ly wip ed out t h e s ale o f cracke rs in bulk and i nst i

e

t u t e d t h e s l e of cr ack ers in s e l e d p ck ag e s
a F lour a a .
,

t oo w as form erly w e igh e d out fr om t h gr o c er s bin

’

, e .

T o d ay it is h ande d t t h e custom er int h e b ags in which

o

t h e groc e r r ec e iv e s it br and e d wi t h t h e m ak er s n m e
’

, a .

L ubric at i ng oil is g en r ally r e g ard ed a s a st apl e but e ,

y e rs g o t h e G alena S ignal Oil C omp any r emov e d it

a a -

from t h e r anks o f t h e simpl e stapl e wh n th ey put it up e

ina sp eci al canand gu ar ant ee d its qu lity and qu antity a .

This t endency tow rd t h e produc t i on f br and ed sta o a

pl es is one o f t h e m o st m ark ed fe at u re s o f mod ern busi

n ess C off ee th ough still l argely s ld in bulk is fast
.
, o ,

b e i ng put i nt o t h e br nd e d st apl e cl ass by t h e Arbuckl s

a e

an d o t h e rs T h e Am e ric a n S ug a r R efi ni ng C omp any

.

h as m ad p op ul a r t h e s al e an
e d a ssur d t h e pr estig e f e o

b oth bl o ck and gr anul at e d sug r inp ack ages M enno a .

longer sk for socks ; th y c all for H l pro of H o si ery

a e o e

or O nyx or s ome o th e r br and Th y ask for shir t s . e

u nd er a br and nam e th at assure s th eir full ness cu t and ,

qu ality C l ot hi ng sh oe s and h ats a e f st c om ing t

. ,
r a o

be b ough t int h e s m e w ay T h e c aus e f t h e br and d

a . o e

stapl e w as giv en a n w imp etus when at t h e outbr eak o f

e ,

t h e Eur o p eanw ar t h e pric e o f n e rly e v e ry bulk pr o d

,
a

u et w s r ais ed whil
a not a si ngl e br and e d st apl e r ais d
, e e

it s e st blish e d price
a .

2 2 T eh b r nd ed st l e nd t h e s l esm n— Alth ough

. a ap a a a .

t h e pri ncip al cr edit f t h e pr e stige o f t h br an

or d e d st a e

p l e must b e giv ent o n at i on a l a dv e rtisin g br and e d st , a

ple s giv ris e t o s om e i nt er esti ng pr obl ems of p ers on l

e a

s lli ng T h e br and imp arts to wh at h as b een a purely

e .

st pl
a pr duct s om et hing o f t h e n atur e f a sp eci alty
e o o .

N ew br nds must c omp et e with o th er br nds which h av e

a a
S TAP LE S B RAN DE D, S TAP LE S , S E P CI AL T IE S 23 9

b ee n e stablish e d previously with j obb ers priv at e ,

’

brands and with t h e old bulk goods w h ich h ave t h e

, ,

a dv ant ag e of pric e I nt h e f ac e of this t h e new br and

.
,

must b e e st abli sh ed by t h e j oint work of advertising and

p erso n l s al esm anship T h e a dv ertising a ims to div e rt
a .

t h e e xisting d em and of t h e ultim at e c o n su m e r to th is

p articul ar brand T h e s al esm an is d ep end ed upon t o
.

win and e duc at e t h e j obb e r and t h e r et a il e r As it is .

import ant th at t h e br and g et f air di stribution ino rd e r

to profit by t h e a dve rtisi ng and as t h e j obb e r and r e
,

t ail er are loath to stock up until th ey h av e felt t h e ac t u al

dem and a high order of s elling abil i t y is necessarv in
,

t h e e arly st ag e s .

S om e tim e s t h e n ee d for cr eativ e s al esm anship is l es

s en e d as a brand b ecom e s e st ablish e d with t h e public .

A const ant public de m and kept aliv e by nat i o nal ad

ver t isin m ak e s it n e c e ss ary for j obb e rs a n d r t ail ers
g e

to c arry t h e brand ed st apl e and it k eeps m oving more or

less autom atic ally through t h e ch annels f trad e T h e o .

distribution e ffo rts are likely t o b e c onfined l arge ly t o

adv e rtisi n g which r each es b eyo nd t h e j obb e r and reta il e r
t o t h e ultim at e us e r of t h e goods Th e mans elli ng such
.

ane st ablish ed br and e d st apl e must w atch hims el f c a r e

full y l e st h e d e te rior at e into a m ere t ak e r o f o rd e rs .

23 S ellin s t a les — T h e di ffic u lty o f sp e ci lty s e ll

.
g p a

in g a n d t h e pr o bl e ms to b e m e t in s e lli ng br a n d e d st a

pl es h av e b een discuss ed and it h as b een sh o wn th at

,

t h e s e ll ing o f pur e st apl e s is lik ely t o be simpl e r It .

should be born e inmind h o w eve r th at st apl selli ng no w

, , e

r equires more r eal s al esm anship th n in form e r d ays a

wh en c ompe t iti n w as l e ss k en L e t us t ake t h e whole

o e .

s ale gro c ery s l esm an as a typi cal distribut r of sta ple

a o

products A g n e r ati o nag o re t ail groce rs in most com

. e ,

mu nit ies w ere c all ed upon by t h e r e pre s entat iv e s of n ot

24 0 SE LLING
m ore th an t w o or thr ee whol es ale gr oce ry firms Th e .

r et ail er divid ed his busi ne ss among th es e thr ee comp eti

t ors and kept th em al l h appy M or eover inc ase of a
. ,

pi nch t h e whol s al gr oc ery s ale sm an w as usu ally abl e

,
e e

t o o ffe r pric e conc e ssions . Tod ay th at s am e r et ail e r is

c all ed up o n by twe nty or thirty grocery s alesm en Th ey .

all s ell ab o ut t h e s ame pr o duct at about t h e s am e pric e s

an d pric e cutti ng is f a irly w ell e limin at ed . T his is

f irly typic al o f t h e t end ency in all st apl e lin es To
a .

g et busi n e ss in p a yi ng qu n t
a i t i e s und e r t h e s e condi
tions and t o i ncrease th at busi ness from year t o y ear re
, ,

quir e s s ell i ng ability of high o rd er

a .

24 F ac o rs in a sal e
. t .
— Th er e are thr ee factors in
e v e ry s al e : t h e buy e r ; t h e s ell er ; an d t h e comm odity .

H avi ng s een i nt o wh at cl ass es t h e c o mmodity may f all ,

w e ar e r eady t o consid e r m ethods of r e achi n g and ap

p eali ng to t h e buyer ; t o analyz e t h e s ell er and d et ermi ne
wh at qu alific ati ons h e must p oss ess and acquire if h e is
t o b e succ essful ; an d t o co nsid e r w ays of building an
e ff ectiv e s e lli ng t alk and d emonstration for t h e part icu
l ar commodity h e is to s ell .
 C H APTE R III

TH E SE LLING P ROCESS P RELIMIN ARY-

TO T H E
INTE RVI EW

25 . D efinit io nof a sale

.
-

F r om
l eg al point of vi e w a ,

to s ell is t o tr ansfe r prop erty to anoth e r or t o c o n t r act ,

so to do for a v alu abl e c o nsid eration esp eci ally m o ney

, , .

F rom a bus in e ss point of vi e w t h e s al e shoul d inaddi

, ,

t i o n r epr e s n
,
t a profit to t h e ow n
e e r o f t h e g o ods N ot .

much s l esm anship is requir ed to giv e goods away o r

a

to s ell b el o w c o st .

Th ere is still anoth er requisit e A s ale as a l egitim at e

.
,

ph as e of c omm erc e should r epres ent a profit or anad

,

v ant age t o t h e buye r S ome tre tis e s on s elli ng would

. a

lead one to b li eve th at t h e ave rage buye r is a putty

e

mind ed p erson b efor e whom t h e sci entific ally i nstructe d

s al esm an m ak es a few myst erious p ass e s and goe s
through cert ain occult m o ve s and thus s imply h ypno ,

tiz es him int o signi ng ano rd er wh e t h er h e canu se t h e

c omm o dity to advant ag e or not T h e reminisc ence s o f ,

s om e s ale sm e n would l ead o ne to b eliev e th at most o f

th eir s al es w ere m ad e by a system of l egerd em ain th at
g ave no co nsid eration wh atev er t o wh ether or not t h e
buyer could u se t h e goods to advant age O ne wond ers .

how menw h o w ere so e asily pe rsu ad ed t o m ake d i ad s

van t ag eou s purch as es ev e r b ecom su fiicie n t ly succe ssful

e

t o b e abl e to buy Of c ours e t he t ruth f t h e m atte r is

. , o

th at t h e s al esm an h as really t ak ent he buy er s point o f ’

vi ew and consciously or unc onsciously h as m ad e t h e

, , ,

buyer see th at it is to his advan t age to buy .

1 11 —16 24 1
 24 2 SE LLING
It is r ecogniz ed tod ay t o b e bo th poor e thics and bad
busi ne ss to s ell one anyt hi ng th at h e c annot u se to ad
v ant ag e ; and most s al esm en r aliz e th at t o ov erstock a e

d eal er although it m ay show fi ne p owers o f p ersu a

,

si on will d o no p erm an ent g ood t o himse lf his h ous e

, , , ,

s custom e r A t ru e s al e t h en is ne in which
.
, , o

is a profit t hr ee w ays : t o t h e house to t h e buyer , ,

0 t h e s ell e r .

26 D evelop men
. t s of a sale — I nt h e m e et i n g o f one
mi nd wi t h anoth er int h e se lli ng pr o c ess th r e ar e f our e

dis t i nct d ev el opm ents First t h e s al esm an must s ecure .

,

t h e pr o sp e ct s u n divid ed at t ent i on Sec ond t his tt en

’
.
, a

ti on must b e sust ai ne d and d ev l op d i nto i nt er es t e e .

I hir d t his i nt er e st must b e rip ned i n t o d sir e And

‘

,
e e .

f ourth all li ng ri ng d oubts must be r m ov d fr om t h e

, e e e

prosp ect s mind and t h re must b e impl ant ed t h er e an

’
e

imp elli ng re s olu t i on t o bu y; in oth er w ords t h e s l e fl , a

must b e cl osed I ne ve ry success ful s l th er e is a fi ft h

. a e

e l em en t confid enc e Unlik t h e four el m nts pr evi

, . e e e

ou sl y m en tion d c onfid nc d o s not d ev lop i nto n

e ,
e e e e a

o th er dis t i n ct s t ag e o f t h s lli ng pr oc ess I t is r ath r e e . e

a sl en d er t hr ead which b egi nni ng in t h arly p art o f ,

e e

t h e in t ervi ew wid ens to a bro ad str eam up on which

,

t h t w mi nds m e et n
e o d m ov e t ow rd t h e compl et ed s ale
a a .

B e fo r s al is possibl t h e buy er must b e ap

e a e e,

r o ac h e d T h e ppro ach t h en th o ugh n a ot ani n t egr l a

p .
, ,

p art o f t h e s elli ng pr oc ess is necess ary and di ffi cult , a

pr elimi nary I t may b divid d i nt o t w o p arts : pr ep

. e e ~

arat ion f or t h e i n t ervi ew by s ecuri n g a kn ow le dg e of

lt h e prosp ect ; nd gett ing int o see t h e prosp ect K eep
a .

ing t h s e v ari ous e l em ents in m nd is nece ss ary t o an

e i

i nt elligent study o f t h e subj ect o f s al esm anship I t is .

e v enmor e imp o rt an t t o t h e ctu al m aking o f a s al e a .

27 P r ep ara t io nfor t e i e vi w
. h nt r e — M any int ervi ws e
 P R E LIMIN ARY TO T HE IN T E R VIE W 24 3

ar e open ed smoothly by approaching a prosp ect onhis

“
bli nd sid e ; th at is by t alking to him of som ething in
”
,

which h e is d eeply in t er e s t ed Ev enthough a s al esm an .

h as a st and ard pr e s ent ati on h e will find it a dv ant ag e ous

,

to modify it or ad d to it in such a m an ne r as to t ie h is
propositi o n clos ely to t h e prospe ct s i nter ests I n oth er ’
.

w o rds t h e s al e sm an s t alk must b e sui t ed to t h e pros

,
’

p eet This m eans th at h e should know as much as pos

.
,

sibl e abou t t h e prosp ect b e fore approachi ng h im Oft .

tim es gr eat p art of his kn ow l edge must be s ecur ed by

,
a

scru t inizing his m anas h e cross s t h e offic e floor H e e .

will s ecure s om e kno wl edge during t h e i nte rvi e w by g et

ti ng t h e prospe ct to t alk T h e astut e s l esm an gath ers
. a

a gr e at d eal of v alu abl e i n form ati o n b e f o r e h e eve

“
ll 1

f c es his pr o spe ct j ust as t h e g ener al provid es hims elf

a ,

with t op o gr aphic al m aps of t h e country ov er which his

a rmy is to o p e r ate .

28 S t u d yin t h e r o ect —S om e men are opp o s ed

.
g p sp .

t o ch an g e ; others w elcom e new things T h e coll ege .

gradu at e looks at thi ngs diff erent ly from t h e s el f m ade -

man S om e pr o sp ec t s will b e y o u ng and amb it ions to

.

progress ; oth ers will be ge tti ng old and thinki ng o f re

tiri ng Som e a e wealthy and liv m o d e stly ; t he rs own
. r e o

a l arg e hous e a n d driv e a car O n e pl ays golf a noth e r

.

is a t ennis enthusi ast r a b as eb ll f a n T h na ture o f

o a
“
. e

your i ndividu al busin ess will dict ate just wh at p arti en

l ar i nfo rm ation y u m ost d e sir e
o B ear in mind th a t .

a f t e r it is s e cur e d it will innin e c a s e s o u t of t e n h e be t

, ,

t er n t to u se t h e inf o rm ati o n o p e n
o ly but t o draw it out ,

by h avi ng t h e pr sp ect t ell it to you ; or at l east t o

o ,

u se it o nly indirectly .

L et u s t ak e a f w e x ampl e s
e A r epres ent ativ e of a
.

N e w Y o rk publishi ng h us e w as s nt t i n o duce t he pr s e o e

ide nt o f a great u niv er ity to w rit e a book H e imme

s .
24 4 SE LLING
diat ely r ead t h e l ast boo k wr itt e n by t h e educ ator H is .

o p en ing r em ark th en wh en h e c all ed w as : I t is a pl e s “

, , a

u re t o m e et you I h av e j ust c ompl et e d t h e r eading of

.

y our l at es t b ok o Th at pu t t h e i nt ervi ew up on a
.

f av o rabl e f oti ng imm e di at ely

o .

A s al esm an c alli ng upon an adv ertisi ng m anage r

wh os e fi ms i niti al p age int h e S a t u rday E vening P ost
r
’

h d pp ar e d t w o w eeks pr evi o usly imm edi at ely p o

a a e , r

cee d d t o c on
e gr atul at e t h e adv ert ising m an ger up on a

h vi ng br ok en i nt o t h e Post nd c omm ent ed up ont h e

a a

forc e ful ne ss o f t h e copy us ed I t go e s without s yi ng . a

th at nadv ertisi ng m anage r is pr oud of his first

a

p ag e .

An i nsur anc e manh ad l arned two thi ngs bout one e a

o f his prosp e cts ; h e w as hos t il e to i n sur anc e and h e h d a

a sonan d a d augh t er at coll g e By t alki ng sp ecific ally

e .

o f t h e fin anci l futur e o f th t p articul ar sonand d u gh

a a a

t r in
e ,
st ad of generally o f t h e n c essity of providing
e e

f or one s f mily h e w as abl e t o r m ov e t h e h os t ili t y

’
a , e .

A high cl ass s al esm anwho d oes busi ness with r ailro a d

pre sid ents m ak e s it p o i nt to b e th or oughly f amili r
a a

with t h e r ailro d s l ast annu al r eport and sp eci ally

a
’
e

with t h e f eat ur es of it th at Sh o w m ark e d gai ns .

A m anw h o pl ac es exclusiv e genci e s for a h rdw ar a a e

sp e ci al t y m ak es prac t ic e o f buyi ng a key ri ng ine ch

a a

o f t h e t hr ee or four h a rdw r e stor es in a t ow n a Whil . e

h e is b ei ng W ai t e d up on h e h as nopp o r t u nity o f look

, a

ing arou nd and g etti ng a pr etty d efi nit e impr e ssi on .

H e th enr eturns t o t h e stor e th at impr ess e s him as b est

an d o ff rs t h e agency
e .

2 9 G at h erin
.
g in fo r m a t io n— T h e hum an mind is so
c onstitut e d th at it h esi t t es t o c ent er i t s elf up on a new
a

subj ect u nl ess th at subj ect is m ani f es t ly one o f s lfish e ,

p ers onal i nt erest Pr evi ous knowl edge of a pr osp ect

.
 P R E LIMIN AR Y TO THE IN T E R VIE W 245

e n abl e s t h e s al esm an to i nj ect this el em ent of p ers on al

int er est . H is inform ation is g arn ered from m any
s o urc es Oth er s al esm en cangiv e him a gr ea t d eal I n
. .

sm ll t owns t h hot el cl rks are abl e t o t ell him much

a , e e .

M en to wh om h e h as sold can t ell him much b o u t a

t h e m enh e is goi n g to see This is a f avorit e m eth o d

.

with spe ci alty men som e of whom m ake it a ru l e t o

,

qu estion ev e ry man th ey c all upon c onc erni ng s ome

oth er manor busine ss intown T h e manw h o buys st a .

pl es g ener ally knows t h e men who c arry t h e s am e l ine

in adj oi ning towns and as t h ey a e not c omp e ti t ors can
,
r ,

giv e unbi as ed i nform ation c nc erning th em N e w spa o .

p ers fre qu e nt ly cont ai nv alu abl r f er enc es t o t h e busi e e

n ess meno f a communi t y T h e t ele phon and gen r al

. e e

dire ctori es ar e unfaili ng sourc e s o f i nfo rm ati on T h e .

s al esm a n Should consid e r this g athe r ing o f i nfo rm at i n o

as an import an t p art of his w ork H e sh ould b e co n .

t in u al ly o nt h e lo okout for a nythi n g th at w ill e nable h im

t o g e t a f avor abl e op e ni n g th at will be a bu ff e r ag inst
,
a

t h e shock of co n t act of two minds or th at will es t ab lish ,

a p o int of co n t act with his prosp ect .

3 0 U sin a card in d ex — Wh a t h as b ee n s aid a

.
g .
p
plie s prim arily to t h e s al esm an who s e s his cus t om e r e

f r t h e first tim e
o . U nle ss h e s ees his cust m ers regu o

l arly and at sh o rt i nte rv als h o w ev e r th e y are likely t

, ,
o

a ssum e som e thi n g of t h e n atur e of ne w pr s pe cts e v e ry o

tim e h e c alls upon th em A s ale sm a n w h o c alls upo n

.

his cust om e r o nly o nce inthree o r four m nths and d o e

p ends up o n his m emory is lik ly t o f rge t m o re r l s

, e o o es

import ant d et ails F o r th a t r eas n m a ny s al esm e nk ee p

. o ,

a simpl e c ard i n d e x o f th ir cust m rs U p n each c ard

e o e . o

is k ept a rec o rd o f t h e m ans fi nanci l t andi ng t h ’

a s , e

busin ess d on e wi t h him on pr vi us cc si ns a nd v ari e o o a o ,

ous items o f p ers nal i nfo rm ti n g ain e d duri ng t h e

o a o
24 6 SE LLING
first and succ eeding int ervi ews . Th es e c ards are g one
ov er b fore each c all
e .

31 . G et t i ng t o see s al esm an w h o h d
t h e bu yer .
— A a

s ent his n am e in t o a l arge buyer r ec eiv e d t h e r eply t h at

t h e buy e r did n o t wish t o see him T ell your boss h e “ ”
.
,

quickl y instructed t h e offi c e b oy t h at I alr e dy kn w , a e

h e did nt w ant t o see me ; it is I who wish to see him ;

’ ”

an d t h e st ory g oe s th a t h e saw t h buy er I f h e did e .

,

h e acc omplish e d qui t e animport ant thi ng ; f or it is not

until t h e s l sm an h as b een abl t g et fac e t o face wi t h
a e e o

his pr osp ect th at his app earanc e p ers nali t y knowl

, , o ,

e dg o f his g oo ds or t h e b st t alki n
e g p oi nt h e may h av e e

at his to n gu e s end cand o t h e l east g ood

’
.
,

Th er e is li t t l e tr oubl e o f cours e in s eing t h e p o , , e r

i t or of t h e sm all r et il stor e I t is s ld om th at an
p r e a y . e

di fficul t y is e xp eri enc e d inge t t i ng t o see any manint h e

av er age m an ufacturi ng c onc erns in t h e sm ll er citi es a .

A gr eat m any o f t h e l rge s t conc er ns and l arg e st m n a e ,

too m k e it a poi nt to s e th at e v ery s l esm n is e

, a e a a r

c ive d c urt e ously

e o nd giv n anaudi ence T h Uni t d
a e . e e

C ig ar St or e s C omp ny h av e issu ed sp ecific ord rs to t his

a e

e ff e ct in th e ir g ener al ffic e s in N ew York T h e o .

C h alm rs M ot or C omp any h av e displ aye d in t h eir r e

e

c e
p t i on ro om a l arg e S ign ap ol gizi n g f or n y d l ay ,
o a e

th at may o ccur in granti ng t h e s al esmanan audi nc e e

an d inviti ng him m e nwhil e to p rus e t h e p ap ers fr om

, a , e

his ow n hom t o wn or t o u se t h e ir t el ph one B ot h

e e .

t hi ngs ar e pr ov id e d I na gr e at m any c as e s wh er e t h
. e

form ality of givi ng your n am e t o noffic e b oy or t l a e e

ph on e op er at or mus t b gone t hr ough t h e i nv ari bl e ,

a e

a nsw e r t o t h e o pe r t o r s M Bl nk t o see you is T ll

a
’ “
r . a
” “
e

him t o c om e right in T h e av er ag e m ans nat ur l cu i

.
” ’
a r

o sit y coupl e d wi t h his a v e rsi on t o w alki n

, g ou t sid e t o
see you will p ompt t h at
, r L et us r e co gniz e t h en t h at .
, ,
 P R E LIMIN AR Y TO T HE IN T E R VI E W 24 7

t he s al esm ans om etim es c onj ure s in his mind s eye d iffi ’

cu l t ie s of g et t i ng inwhich d o not exist T h e s l esm an . a

should not r ecogniz e t h e possibilit y of any difficul t y in

this c onn ection u ntil it actu all y arises .

3 2 M enh ard t o see — M an

. y busi ness men howev er , ,

whos e v arious int ervi ews during t h e d y m ke gre t in a a a

r oads on th eir tim e and who must pro vid e fo r th e r

, o

m at t ers feel oblige d to he dge th ems elv e s abou t w ith

,

gu ards of one kind or an o th er— to er ec t b arri ers ag inst a

t hos e w h o would intru d e upo n th e ir tim e T h is sh ould .

not b e t ak e n to i ndic at e th at th ey h av e no d e sir e t o l oo k

i nto a w o rt h whil e pr p o si t i o n Th ey exp ec t t h e sal s
-
o . e

manwith a pr oo o sit ionw o rthy of th eir att entio nt o b e

big nough and i ngenious enough to m ak e his w ay p as t
e

th es e obst acl es I f t h e s al esm n aski ng fo an i nt r

. a r e

vi ew is not firmly convinced t h at his prop si t i on is in o

th at cl ass h e h s no righ t t o be the re

a .

N ow th er e are a few men— a v e ry few — w h o a e

,
r

v e ry h ard to see A s al e sm anmust th e n a pply hims el f

.

t o fin ding a w ay o f getti ng in i nst ead o f si t t i ng back

an d proving t o hims elf th a t it is imp o ssibl e S h ould h e .

fin ally d ecid e th at it c nn o t b d o ne h e may be blige d

a e , o

t o see som e oth e r f ellow in t h e s am e lin e c o m e l o n g g et a ,

in a n
, d m ak e t h e s al e I t sh ould be r em emb e r ed always
. , ,

th at th ere are s om e me nw h o are g t t ing in; th re are e e

s m e me n from whom t h e pro sp ct is buyi ng B e o ne

o e .

o f th em .

3 3 T a ct ics t o be avo id ed — I t is im po r t a n
. t th a t t h e
s al esm an no t o nly s ecure his audi e nce but th at b s cu re , e e

it o na right b asis A busy manc uld be dragged u t

. o o

f an import ant direct ors me t ing by a su ffi ci n tly

’
o e e

urge nt m ess age ; but if h aving c om e o u t h e disco ve rs

, ,

th at his c ll er s busin ss is n t of t h immedi ate i mp r

a
’
e o e o

t anc e t o him th a t t h e m ss age indica t ed h e w i ll resen t

e .
248 SE LLING
t he occurrence so much t h at t o do business wi t h him
will b e animp ossibility .

T he h ackn ey ed nd ov erwork ed p erson al m at t e r

a

m ethod should b e av o id ed N o m att er is pe rs onal fr om

.

t h e poi n t of vi e w o f t h e prosp e c t iv e purch as e r The .

Simpl e dignifie d formul a : T ell M J on e s t h at M r “

, r . .

Brownis h er e t o see him is pr b ably t h e b est as a usu al

”
o ,

t hi ng Th en if t h e n atur e of t h e busi ness is ask ed for

.
, ,

s e ver al av enu e s are o p en A v ery succ essful s al esm n

. a

use s t h e m eth o d o f aski ng t h e t el eph one op er at r t o con o

neet him wi t h t h e man h e wish es t o see H e is thus .

e n bl ed to g et ina sh o rt pithy t alk e ndi n g wit h N ow “

a ,

I j ust w ant to g et in t h er e for a few minu t e s M ay I ? .

”

A young f ellow solici t i ng adv e rtisi ng f o a lumb e r r

j ournal u se d to work ou t origi nal w ays of st ati ng his

busin ess by writing a m ess age onhis c ard I n r espons e .

to t h e r equ es t o f a l rge h ardwar e st or e s advert isi ng

a
’

m an ager to know his busin ess h e wrot e : D o you ,

“

kn o w h w much cr ayon t h e South ernL umb er M ills u se

o

e v ery mo n th t o m ark lumb er ? H e w as pr ep ar ed o f ”

,

c o urs e t o sh o w t h e adv er t isi ng m anager t h at t h e con

,

c erns s ale s of cr ay o n al one w ould w arrant t h e adver

’

t ising . A man can b e origi nal in st ati ng his busi ne ss ;

or h e may g et around h avi ng t o st at e it ; but directly t o
misl ad his pr osp ect c onc erni ng it or t o e x aggerat e it s
e

import anc e will not st art him ont h e r oad t ow ard a s al e .

3 4 U se of t el ep h o n
. e a nd bu s ine ss c rd — C urteous a o

p ersistenc e g ets m any anint ervi ew ona favorabl e b asis .

T h e av er ge pr o sp e ct fe els r t h e r consci enc e strick e n

a a

an d ash am e d of co nti nu ally turni ng a m an downwi t h

o u t a h eari n g V ery o ft en it is p ossibl e t o r each a m n
.
, a

o v er t h e t el eph on e wh enh e c an
,
not b e r each ed inp ers o n
inhis office I f h e c nb e gottenont h e ph one a sh o t ’
. a . r ,

e ff ec t iv e c an v ass for a d efinit e app o intment sh ould be

 P RE LIMINAR Y TO T HE IN TE RVIE W 24 9

m ad e T h e t el ephone is a s ort o f l ast r es or t how ev e r

.
, ,

an d should neve r b e us e d wh en it is p o ssibl e t o r ea ch

t h e prosp ect in p e rso n I t is much e asi e r for t h e man .

b ei ng call d to turnt h e s alesm and ownov er t h ph on e

e e
’

th an it would b e if th ey w er e face to f ace Som e hous es .

instruct th eir s al esm en nev er t o d o busi ness o ver t h e

’
ph o n e be c aus e of t h e dis advant ag e at which it pl ac es
th em .

As a usu al t h ing it is un w is e to s end a c ard in by an

,

offi c e b oy or t o h and it o ver to t h e o pe rato r to b e r ad

, e

o v e r t h e pho n W e g o b ack h er e t o t h e pri ncipl e th at

’
e .

t h e hum an mi n d is adv ers e to consid eri ng any subj ec t

u nl ess t h ere is somethi ng o f p ers o n al int er est in it .

Th ere canb e littl e o f p ers onal int er es t to t h e prosp ec t

in a st at em ent o f a m ans busin ess onhis c ard and t he re ’
,

is l ess t o arous e a h eal t hy curiosity T h e pro sp ct r eads . e

t h e c ard com es t o an a dv e rs e d ec isi o n an

, d d e t e rmin es
not t o see t h e s l e sm n T h e s am e pri ncipl e appli e s
a a .

h ere as to a t el phon e t alk ; it is much e asier fo r a pro s

e

p eet to turn down a s al esm an wh en h e knows t h e l t a

t er s busi ness and th ey a e not fac e t o fac e F o r t h

’
r . e

s am e r eas o n if t h e manis out o r un bl e t o see t h e s al es

,
a

man it is no t usu ally a good pl an t o l eav e be hi nd a ny

,

stat ement o f busi ne ss I t is t o t h e s al e sm an s ad van .

’

t age to h av e a cle r fi eld o nhis n ext c all Th es e thi ngs

a .

d ep end t o som e ext ent of course up o n t he individu al

, ,

product s ld o .

3 5 D ig n . ified bea rin g in o u t er o ffice — T h e s al esm a n ,

ingiving h is n am e t o t h e o ffi c e bo y t el ph n e op e r a t o r , e o ,

o r t h e gu a rdi a n at t h e o ut e r g at e s f a l arge pl a nt o ,

sh uld be j ust as c r e ful o f his m th od as th ugh h e

o a e s o

we re in t h e pre e nc e f t h e big m nh e i end e av ri ng

s o a s o

t see
o F o r th er is but ne a ns w r t o th t f t r e pe t d
. e o e a o -
a e

qu esti o n H w can I g t by th s p e pl ? and th at

,
“
o e e e o e
”
25 0 SE LLING
is c alibr e Th es e p eople each d ay are s ee ing a l arge
, .
’

numb e r of c all ers w h o wish to me et som e m emb er of t h e

o rg an iz at i on M o st o f th em ar o rdi nary f ellows w h o
. e

do not s em t o d em and much d ef er enc e and cous e

e

qu ent ly d o not g et it I t is t h e r eal s al esm an s du t y

.
’

to impr ess them as s om eone wh ose dignit y and imp or

t anc e entitl e him t o an audi enc e Th at m ake s a d if .

ferenc e in t h e t one inwhich th ey announc e h im if not ,

int h e a ctu al words I t m ake s a gr eat d eal o f di ffere nce

.

wh et h er t h e an nounc m nt is : Th re is a m nh er t o
e e
“
e a e

see you ; or A ge n t lem an M r Bl ank is he r e to see

” “
, , .
,
”
ou
y .

S ecu rin o ndit ions for — In

36 .
g favo rable c int erview
t h e s al o f most
e comm o diti es t h e s al e sm n sh ould , a

realiz e th at h e h as not accomplish ed his t ask o f g et ting

at t h e buy e r if t h e l at t e r m e r ely c o m e s out an
, d t alks t o
him as bo t h stand in t h e re c epti o n room A manst and .

ing up fee ls u ncomf r t abl e an od is s ca rc ely ina positi on

to give his b e st att enti on F urth ermore t h e h andli ng .
,

o f an y e quipm e n t t h e s al e sm a n m ay c a rry is lik e ly t o b e

aw kw ard Aft e r a few t ers e r em arks c alcul at e d t o

.
,

a r ous e t h e pr o sp ec t s int e r e st t h e dir e ct p o si t iv e su g g e s

’

t io n sh ould b e m ad e : N ow l et us st e p in sit down at

“
, ,

your d esk and g o ov er this bri efly .

”

I t is t o t h e s al e sm ans advant age to discov e r wh eth er

’

o r not th ere is an y b e st tim e t s e his pr o sp e ct an do if e ,

p ossibl e t o c all at t h t tim e Som e c onc erns h av e r egu

,
a .

l ar h ours for s ee i ng s al esm e ninc ert ai nli n es I t is pol .

i t ic t o c ll int hos e h ours u nl ess th e re is som e good r e

a ,
a

son f or c alli n g at anoth er tim e Ther e is an encyclo .

p edi a s ale sm an in C hic ago who up on getting inquiri e s ,

from menat th e ir h om e address es end eavors by c alling ,

to s ecur e t h e pro sp ec t s busi ness addr e ss F aili ng in

’
.

t h at h e c alls on th es e hom e addr e ss prospe cts on a h oli

,
 P RE LIMIN ARY TO THE IN T ER VIE W 25 1

d ay, wh enh e is r eason ably sur e of finding th em in and

r eady to list en .

3 7 U sin c oo e r t io n t e t h o t — Th r
.
g p a o s e e p r sp ec e e .

is nothing m or e valu abl e t o t h e s al esm an th an coop

er at ion — coop er ation of custom ers fri ends and ev en of ,

oth er s al esm en I t is e sp eci all y v alu abl e i n t h e m att er o f

.

g etting i nt ervi ews I t m ake s t h e securi ng of an inter

.

vi ew und er f avor abl e auspic e s a simpl e mat t er e ven '

with th o s e who are most di fficult to see T h e pr o sp e ct is .

pr ep ar e d to giv e ani nt er e st e d h eari ng t o t h e s al esm a n s ’

wh ol e story out of court e sy t o t h e fri end w h s ent h im o .

T h e f a ct th at h e h a s c om e r e comm end e d h a s lik ew is e

cr eat e d c o nfid enc e in him .

T h e liv e s al esm an p articul arly in sp e ci alty lin e s is

, ,

continu ally on t h e lookout for h elps of this sort for ,

th ey r epre s ent to him t h e li nes of l east r e sist anc e As .

h e go e s from town to town h e picks up h ere an , d th ere

a c a rd of introduction from som e br o th e r s al e sm an to

on e of th a t s al esm an s p articul arly i n tim ate custom ers

’
.

H e s ecur e s l ett ers of i ntroducti o n and o f c omm end ation

of his proposition from one town t o anoth er and from
on e man to anoth e r . H e s ecur es from ev ery man t o

whom h e s ells t h e n am es o f som e fri ends who are for ,

e x ampl e , likely to be i nt e rested pr sp ects T h e b e st o .

possibl e sourc e o f prosp e cts fo r an aut om obil e s al es

manis t h e man who h as bought a car is e nthusi astic ,

about it h as b eenboosti n
, g it t his fri ends and is su f
o ,

fi cie nt ly fri endly to t h e s al e sm an t o t ell him w h o am o n g

th em are thinking of c ars o r cana ff rd th em H e th en o .

s ecure s d efinite p ermissi nto u e t h e custom e r s n am e

o s
’

with th ese new pro sp ects This gives him a str ng e nt e r

. o

in g w e dg e
“
: 1 int e r e st e d your fri e nd M r Bro w
, n in my .
,

p p
r e o sit io n y e st erd a y a n d h e a sk e d me t o m ak e it a p o i n t
to see you be fore I l ft t o w n H e us es an o th er angl e n
e .
”
o
25 2 SE LLING
t his by getti ng t h e manh e h as j ust sold t o tel ephone
a n fri en ds w h o ar e p o ssibl e pr osp ect s and t ell t h m
y e

t h at h e is comi n g H e is c ar eful in usi ng t his l att er

.
,

m et h od t o m ak e sure t h at his m and oe s not end eav r t o

, o

give t h e fri end a se lli ng t alk ov er t h e ph on bu t m r ly ’

e, e e

an nou nc e s th at t h e s al e sm an is g o i ng to drop in C o .

o p e r atio no f this ki n d enabl e s t h e s al esm nt o o ccupy his a

tim e in i nt ervi ewi ng and not in s eeki ng i nt ervi ews .

38 I n d ivid u alit y in ann

. ou nc ng o neself — T h e l arge
i

d ep artm ent s t ore s o f N ew York and C hic go h av e v ry a e

rigid rul es s t o h ow s al esm ensh all ann u nc e t h ems elves

a o

an d at wh at tim e th y Sh all be s een As pr actic lly v ry

e . a e e

h ous e in ev ery li ne h as one o f its men c all on t h es e

st r es t h e numb er o f s al e sm en in and ou t duri ng t h e

o ,

d ay is enorm us A r at h e r arbi t r ary sel ecti on is m ad e

o .

o f th o s e w h o will b e s en and c omp ar t iv ly f ew r each e a e

t h e buy e rs f th e ir li n es o T h e qu e sti on o f h w t o p o .
o r

ce e d to s ecur e an audi e n ce u nd er th e se circums t anc es

w s fr equ n t ly br ough t up int h au t hors l c t ur e c ours s
’
a e e e e

by s al esm en who wer e m eting t h es e c onditi ons ev ry e e

d ay As a r esult t h e m erch andisi ng mano f on f t h e

.
,
e o

l rg est N e w Y ork d p art m ent st ore s w as i nt er v i ewe d

a e

in c oll e cti n g t h e m at ri al f or this T ext I nhis h us e e . o ,

t h e s al esm anis o blig d t o giv e his n am e an d his li ne nd

e a

t his i n form ati o na girl wri t es ona r egul ar form .

Th ere s eems li t tl e ch nc e f r i ndividu ali t y h er a o e .

Wh en ask d as to t h at h o w ev r t h e m rch andisi ng

e ,
e , e

man s aid : Oh yes a f ew of t h s al e sm n w h o c m e

“
, , e e o

in Sh o w c onsid er abl i ng enui t y F or x mpl e I r

e . e a , e

ce ived a slip on e d ay which t h e s l esm anh d ev id n t ly a a e

t k en aw ay f r om t h e girl an
a d up onw hich h e h ad w ri t
t en t h e first d ay it w as o nt h e fl o o r M arsh ll F i e ld s ld
‘
,
a o

t w en t v fi v e o f t h e m o de ls I w ant t o sh ow you n Y ou
’
-
ow .

may b e sur h e g ot in h e c onclud ed I t is qui t e nat

”
e , .
 P R E LIMIN AR Y TO T HE IN T ER VIE W 25 3

ur l th at t h e busi est buy er im agin abl e would h av e tim e

a

f or a propositi o n lik e th at .

T h e s am e m erch andising man brought out an o th e r

poi nt A fri end o f his w as s elli ng cl oaks and suits
, ,

an d h d t h e usu al troubl e r eachi ng buy ers of t h e l arg e

a

d ep ar t m ent s t or es Your h ouse s ell s m ourni ng

.

go o ds h e advis ed,
”
T h e clo ak and sui t s al e sm e n who
.

c all onus are l egion Th er e a e v e ry few c lli ng on us . r a

wi t h a li ne of m ourning g oo ds I ns t e d of t h e cl o aks and . a

‘

suits nyour c rd now pl c e m ourni ng go ods S o few

’
o a ,
a
‘
.
’

m ens ell mour ni ng g o ods th at you wi ll a lmost i nv ari ably

b e s ee n Aft e r you h v e s ecur e d an audi nce on your
. a e

sp eci al t y th er e 5 nothing t o pr ev ent y our t alki ng clo aks

, 1

an d suits also I t w u ld s eem th en th at t h e obst acl e s t o

”
, . o , ,

s eeing a l rge d ep artm ent st ore buy e r a e not insu rmou nt

a r

abl e to t h e s al e sm a n o f som e i ngenuity and origi nality .

3 9 T h e app ro ch p rop er — L et us suppos e n

. a ow .
, ,

th at t h e s al esm an is in H e is cro ssi ng t h e sp ac e be .

t w een t h e offic e do o r and t h e pr o sp ect s d esk T h e ’

.

prosp ect at this p oi nt is sizi ng up t h e s al e sm n just

, , a ,

as t h e s l e sm n is sizi n g up t h e prosp ect H e re is t h e

a a .

pl ac e o f first impr essions T h e s al e sm an d ecid es in .

,

those few s ec nds w h eth er h e cant ake adv nt ge f a

o , a a o

good first impressi on o r will h av e a b ad o ne t fight o .

H e is d cidi ng wh th e r t h e pr o sp ect w ill d ev o t e t h e first

e e

f ew m om ents of t h e int e rvi e w t a ne nd e av o r t shu nt o o

him o ff o r t o ane ff o rt t m ak e him feel at hom e T a o . o

c ert ai next ent h e is d ecidi ng wh eth er h e sh all d mi nate

, o

o r b ed omin at d Th er e must be n attitud e o f s e rvil

e . o

ity r id ea th at h e is r eally tresp a si ng up o n t h e pr

o s os

p e et s time T h ere must be a si nc e re feeli ng of equ ality

’
.

a nd dignity and a r ealiz ati n f t h e im portanc e of his o o

missi on T h e confid ent manwith a mis ion is kn w n

. s o

t h e minut h e st e ps i n to a r om
e o .
 C H APTER IV

SEL LING P ROCESS— TH E INTERVIEW

40. At t ent i o n; it s n a t u r e — Psychol ogists t ell us
t h t t h e mind is u n
a de r a co ntinu l b omb ardm ent o f a

id as all tryi ng to m ke an impr ssi o n up on it T h e

e , a e .

a ctiviti e s o f a m ns busi n ess g o i ng on ab out him ; t h e

’
a

p e opl e arou nd him ; t h e id eas th at h e h as in mind to w o rk

o u t ; t h e tr a i no f th ought st art e d by som e ob ect onwhich
j
his vision r ests ; to say nothi ng of such comm onpl ce a

thi ngs as his morni ng m ail p ap ers onhis de sk and his ,

t el ephon e ; all const antly cl amo r for his t t enti on And a .

wh at is mor e one or se v er al o f th es e thi ngs i nsistent ly

,

c omm and th at attention T h e pr o sp ec t t h er e fore d o es

.
, ,

not sit arou nd wi t h h is mi nd a bl ank c almly w aiting for ,

som e o n e or som et hi n g t o c aptur e his at t ention w it h ou t

a struggl e T h e s al e sm an ent ers a fi eld alr eady w e ll
.

o ccupi e d nd mus t fight for t h e u ndivid d at t enti on

a e

which is ess enti al t o a succ essful s al e H must by his . e ,

p ersonali t y his pr op o sition and espe ci lly by his op en

, , a

ing r em arks elimi nat e l l comp eti t ors for th at att enti o n
, a

an d h old t h fi ld l o ne
e e a .

4 1 C on
. di t io ns fa v o rable t o a e t t nt o —
i n S ince it is so
elusiv e t h e s al sm n should not s ee k t h e prospe ct s at
’
, e a

t en tionat a t im e wh enoth er str ong cl aims are pressing

upon it I f t h e pr osp ect is r eally t oo busy t o give his
.

a t t en t i o n it is to t h e s al esm ans a dv an t age t o m ak e a

’
,

d efini t e app o i ntm ent and c all again I f h e is w aiti ng .

t o at t end t o s om e u n p t n t busi n e ss t h e s al e sm an
or a ,

sh ould v o id b ei ng grant e d sh ort fi ve or t enmi nut es o f

a a

254
 T HE IN TE RVI E W 25 5

his tim e for t h e prosp ect w ill find it impossibl e to giv e

,

him any s ri us at t ent ion si nc e th at will alr eady h av e

e o ,

b een cl aim ed I t go e s with out s ayi ng o f c o urs e th at

.
, ,

t h e s al e sm n sh o uld b e c o n
a vi nc e d o f t h e sinc erity o f t h e
pr o sp ect and sh ould not al low hims elf to be put o ff w i t h
m er e excus es .

T h e astut e s al e sm a n will n ev er br eak in upon a r e

t ailer wh enh e is e ngage d with a cus t om er N or will h e .

stand w aiting for any l ength of time wh er e t h e r t ail e r e

may b e distu rbe d by his pr es enc e T o t h e m aninbusi .

n ess s elli ng is more int ere s t ing alw ays th an buyi ng I n

, .

t h e c as e of menwho usu ally tr ans act bus in ess sitting at

a d e sk it is a distinct dis advant age for t h e s al esm an
,

t o pr e s e n t t h e pr o p o si t ion whil e h e st a nds Wh e n t h e .

pro sp ect is c omfort ably s eat ed in his ch air his b o dy will ,

c eas e its cl amor a nd c omp etition with t h e s al e sm a n s ’

id ea f or his att ent ion A p osi t ive sugge sti o nt o sit d o w n

.

a t his d e sk sh ould b e m a d as i n dic at ed in t h l ast ch a p

e e

t er. T h e pr e s enc e o f o th e rs clos e t t h e pr sp e ct should o o

b e a v o id e d if possibl e b e c aus e th o s e about him will

,

distract his att entio n; and furth erm o re m o st me nare ,

rath e r shy b ut b e i ng p ersu ad ed t o buy anything in t h e

a o

pr es enc e o f fri ends .

A s l e sm ansh uld nev e r att empt to t al k to a manwho

a o

is not list ening who is writi ng a l ett er r occupyi ng him

, ,
o

s elf inany o th er w ay H e should no t a tte mpt t c mp l

. o o e

att en t i o n by loud f ast or f e v e rish t alking

,
On e f t he . o

b est sp eci alty s al e sm en in t h e country wh en h e met , a

situ atio n of this kind w as w nt t sit b ack nd a k ina

,
o o a s

v ery dignifi e d w ay D oes this interest yo u M r Pros

,
“
, .

p eet ? T h e answ e r alm ost inv ari bly w as ana polo ge tic a
“
Y es . H is id ea w as th at in o rd r to be su ccessful h e e ,

w uld h av e t d mi nate t h e in t e rvi e w at e v e ry point

o o o .

H e pr e ferr d t o l s e t h e s le in
e o cl ean b ttle for t h
a a a e
25 6 SE LLING
d ominati o n o f t h e i nt rvi w r at h er t h an t o allo w t h e e e ,

pr o sp ect t o d omi n t e him and give him bu t a sc ant m eas

a

u e
r f at t ent ion
o .

T h e id eal c ondi t i ons unde r which t o s ecur e a pr o sp e c t s

’

u ndivide d at t nt i on a e t o be l one wi t h t h e pr osp ect

e r , a ,

to h v e him c omfo r t abl e and t o h v e absolut e qui et

a a .

4 2 T h e c rd a n
. h h n
d t e a d s ke
a h — I t migh t be w ell a .

t o digr ss h er for a mom en

e t to discuss t w o sm all bu t
e

impor t nt items I t is not w e ll t o h and a mana busi ne ss

a .

c ard whenend v o ri ng t o g et his at t ent i on T h e pr os

ea .

p eet c nn t l o k at t h e s al e sm nand at his c ard t t h e

a o o a a

s am e tim e T h e s lesm an sh uld t ell t h e pr o sp ect who

. a o

h e is a nd wh t his b u si ne ss is a nd thus t ak e t h e ppor

a , o

t un it y o f im p re smg t h e pr o sp ect w ith his p ers onality

s

an d s cur e u ndivid d a t t nt i on
e e e .

Th en t h ere is t h e much discuss d qu esti on of wh et h e r

,
e

t h e s l sm nshould o ffer t o sh k h ands with t h e pr o s

a e a a e

pe et wh eni ntroducing hims elf Som s al sm en alw ys . e e a

do it ; o t h rs n ev er Th ere is a middle c urse G oo d

e , . o .

j udgm ent sh ould dict at e t o t h e s al esm anwh t h e r or not e

h e sh ould o ff e r t o sh ak e h ands in e ach i ndividu l c as a e .

T h e cust om int h e p ar t icul a r t e rri t ory will l arg ly g ov e

e rn . H andsh aking is not t h e usu al thi ng in N ew York

or C hic go I n t h e Sou t h and W est t h s al sm n
a . e e a

w ould ru nt h e d anger o f app eari ng c old by not o fferi ng

t o sh k e h ands
a Th en t oo buye rs purch si ng ag nt s
.
, , , a e

an d oth ers w h o see a gr eat m any s l esm ensom et im es h v e a a

an av rsio n t o sh ki n
e g misc ell aneous sso rt m ents o f
a a

h ands duri ng t h e d ay S om e s al esm en h av e t h e abili t y.

t o influ en c t h e pr osp ect t o t ake t h e i ni t i ativ e inoffe ri ng

e

his h and and if t his canb e do ne t h e prosp ect feels th at

, ,

insh aki ng h ands h e is m r ely c rrying ou t t h e c omm on

, e a

cu s t om o f all f ri e ndly p eopl e Wherev r t h e h andsh ak e . e

is giv en a s alesm an sh ould see to it th at it is h ear ty

, ,
 THE IN TE R VI E W 25 7

red -
blood ed and si nc er e Prob ably t h e b est gen eral ru l e .

th at could be l id down is th at t h e prosp ect be a ll o w ed

a

to t ake t h e i niti ativ e in t h e m ann er o f sa lut ation and

t h e s a lesm aninl eav e t aki n g -

4 3 C h ara ct er an lysis — Th e r e is an
. ot h e r sub e ct th a t
a
j .

might be m entioned at this point— ch ar act e r analysis .

N atur ally t h e s al esm n l earns t o siz e up his prosp ec t

, a

an d a ft e r a tim e b ecom es v ery ad ept at it H e wi ll dis .

c ern wh eth er t h e pro sp ect is slow and d lib er at e o r quick e ,

an d imp etuous ; s erious mi nde d or i ncli n e d t o be h u m o r

-

ous ; aust ere or approach abl e ; c alm or e xci t abl e ; c our

t eou s or rud e H e will natur ally nde av o r to ad pt him
. e a

s elf t o t h e prosp ect s t emp e r am ent H e w ill t alk quick

’
.

l y t o t h e quick sp ok enor ne rv ous man; mor e sl o w ly but

-

no l ess emph at ic ally to t h e phl gm tic one H e w i ll

, e a .

gent ly but firmly insist upo nc our t esy from t h e ill man -

nered o ne This ability to siz e up t h e manis i nsti nctiv e

.
,

h owever and it is d oubtful if th r e is any syst em th at w ill

,
e

t ak t h e pl c e o f i ntuiti onand long exp eri ence int each

e a

in g t h e s al e sm nh ow to d o it a .

4 4 T anf rrin
r s e t t ent io nt o oo ds — T h e first a tte n
.
g g a

ti ont h at a s al esm an s ecur e s will be direct d t o himself e .

I t is a p e culi ar psych ologic al f act t h at any impr ssion e ,

favor abl e or u nfavorabl e t h at t h e s al sm anm ak es upo n , e

t h e pr o sp ect in his appro ach will b e tr an sferred to t h e

go ods wh en at tenti on is divert ed to th em Without
, .

thi nki ng much about it t h e prosp ect a ssu m e s t h at a re

li abl e h ous e will not be r epres ent e d by a p o orly dres d se

or c arel ess s al esm n T h e articl e f go od qu ality w ould

a . o

s eem to c all for a mano f qu ality T h e conv ers e th en . , ,

is als o tru e ; t h e big c alibred s al esm a n w ill sugge t a

-
s

r eli abl hous e ; t h e mano f qu ality will suggest a narticl

e e

o f qu ality .

Th e s al esm an must d ive rt t h e prosp ec t s att enti on

’

I II—17
25 8 SE LLING
fr om hims el f t o his goo ds if t h e s al e is t o progress Any .

e x gg er at i ono f dr e ss or m n
a ner a lo ud v o ic e r viol ent a , o

g estur e s will m ak e t his di fficult A gent lem nly low . a ,

v o ice d s al e sm n wi t h an asy m nner c n easily div rt

a e a a e

his pr osp ect s attent i on to t h e goods by pl ci ng t h em

’
a

be for e him or m aki ng some strong positiv e st at em ent ,

regardi ng the m .

Any un natur al n ess o f sp eech or m ann e r is lik ely t o d e

l ay this div e rsi ono f t h e pr o sp ect s t t enti on T h e sal s
’
a . e

m anwho us e s a st and rd pr e s ent t ion nd h as not m a d e

a a a

it his ow nso t h at h can d liver it n tur lly w ill fi nd

e e a a ,

it difficult to ge t h is prosp ect s tt enti on t o t h e r t icl ’

a a e

s old A gr t m any of t h e so c all e d cl ev er o p eni ngs

. ea -

h av e this s am e d efect .

S tr a ng e s it m ay s eem t h e manw h o t alks ea sily and

a ,

w ell is likely to m ee t t h e s am e difficulty I t is not .

u ncommonf r a prosp ect t o b ec m e wary of t h e smo ot h

o o

t alk e r who ca lls up o n him for t h e evid ent purp os e o f

getti ng an ord e r A mild gr ay h air ed man w h o w as
.
-

a f t e r a l rge m achi n a ery o rd e r s a id v e ry e rly in his in a

t e view wi t h t h e comp an y s presid ent : I m not much ’ “ ’

r

o f a sal esm an; you see I h av e b een ont h e buyi ng end ,

n arly ll my li fe and I find mys elf const antly t aki ng

e a

t h e b y r s p oin t o f vi ew I t w as not u nt il h e w lk d
’
u e . a e

ou t wi t h t h e o rd e r inhis pock e t th t thos e w h o h ad h ea rd a

him b g an t o r ealiz e j ust how much of a s al esm an h e

e

r eally w as .

4 5 T h e op en
. in g t alk T h e op e ning r em arks of a
.
-

sa l esm an sh ould be c onserv at ive N o sup rl at ive s should . e

be us e d T h e first st at em ents sh ould be imm e di at e ly

.

subs t nt i ated Any v er emph asis or s eemi ng e xag gera

a . o -

t i onat t his p o i n t wi ll cause t h e prosp ect t becom e w ary o

an d possibly t o clos e his mind ag ainst t h e proposition .

Neit her should t h e sal esman att empt to pay t h e prosp ect
 T HE IN TE R VIE W 259

a ny but t h e most subtl e complim ent at th is point .

While pr aise m ay gratify h im t h e l east d oubt as t o t h e ,

s al esm an s sinc eri t y or suspicion as to his m otiv e s will

’

m ak e it impossibl e to secur e t h e prosp ect s c onfid ence ’

.

Th er e is how eve r a mor e subtl e appe al to t h e pro s

, ,

p eet s vani t y th an t h e c ompl im ent th at may sa fely be

’

us e d in t h e op eni ng talk T h e av er age mandislike s to .

feel th at h e do es not m easure up to a pro positio n Any .

implication of d oubt as to his concem s b eing abl e to dis ’

pos e of a ce rt ain qu ality of good s or of his b ei ng abl e ,

t o t ak e a dv an t age of a s ervic e d e sign e d f or progre ssiv e

busin ess men will c aus e him t o c oncentrat e his mi nd o n
,

prov ing th at t h e implica ti onis u nj ust I f t h e implic a .

tion is t o o strong or is inano ff ensive f orm h is ant ag

, ,

on ism will be a rous ed as w e ll I t should be faint th e re .

,

fore ; j ust enough to arouse a d e sire to prov e th at h e is

h ndli ng a high e r grad e o f goo ds or doing a l arger
a

busi ness th an is thought .

4 6 An in . t er est p ro vo kin g q u est io n A n a dr o i t ly .

fram ed qu e stion canm ak e this app eal t o a m an s v anity ’

an d g et his at t e ntion To quot e M r Will i am M ax w ell

. .
,

vic e pr esid ent of Th om as A Edis o n I nc : .

, .

S pp u y ose ll ino u a re se
g I f t h y h ig p c d
h i sa w s . e a re -
r e s a w s,

as k t hi q t i n t h in t n
s ues t y
o
g t e
y m n
s a t l k y in ou e our a o oo ou

th e ey H v y n g niz t i nt h t n ll v y h ig h
e
“
a e ou a or a a o a ca se a er

g d
ra e ?”
T
sa w h i n p ib l n h nm k h i h
ere s o oss e a sw e r e ca a e w c

w ill p t y un t h d f n iv
ou o nt il h yi l d y
e e e hi stt n ti n e u e e s ou s a e o

a nd inv it y tes t lk ouh ic h i h t y

o a , th w f L t s w a o u a re e re or . e

us c nt c t m n
o s ru so b y mig h t m k t
e a sw er s a h q u er a e o su c a u es

t io n
masr
B U YE R—W e re ’
do ing it no w .

SA L E S MA N— I I d o nt ma k l kin
’
g u ess e c ea r t o yo u t he d o f
saw I mean
B ur s a—W ll
.

e , w h at kind do yo u mea n?
2 60 SE LLING

O R , SE C O N D

B U Y E R— Wh a t we v
’
e
g ot sa t isfi es u s.

S A L E SM A — B t c ld y
N u ou ou r or
g a niz a t ion sell h ig h g r a d e
a -

sa w — w h ic h b ing t h b y r s e u er ba ck t o w h er e h e w a s in t h e fi r st

p l ca e.

If a sa w sal es man a s y kn so r an
g t he
i q u est io n: “
H v a e ou a

z a t io nt h a t c a nsell a v er j
”
hi h r a d e sa w P a n d h i o ind er s
y g g s r e -

t o t h e b u yer s a r e a p o l it e b u t emph a t ic r e it e r a t io no f t h e o r ig i
’

nal t h ou g h t , t h e buye r mu st fi na lly inv it e a n el u c id at iono f t h a t

t h o ug h t .

Any simil a r qu est ionw il l ser v e Pl ease fi x t h l s p o mt inyou r .

mind : Y o u h a v ent p r o p er l y ana l yz e d you r g o o d s if yo u c ant

’ ’

fr a m e a nino ff ensiv e , a t t ent iong e t t ing q u e st ion fo r u se inyo u r -

a pp r oa c h T h e ot h e r d a y I w a s t a lk ing t o a ma n w h o sell s
.

p r int s t o sh irt w a ist m anu fa c t u r er s H e sa id , a s near l y e v er y

-
.

sa l esman w ill sa l
y ne is d iff er ent f r om a ny o t h er
”
y : M i He .

a l so sa id :
“
T h er e is no qu est ion I c o u l d a sk a manu fa c t u r er o f
s h ir t w a ist s, e xc e
p t t o re q u est h im t o l k
oo at my sa mp l es.
”

I k as e d h im t o name t h e c h i f t lk ing
e a
p o int ab o u t h is g o o d s .

T h e p r et t iest P i i n pa t t erns ina d

ar s a v nc
a e of c
o mp et it o r s ,
”

he r ep ied l .

Th e nI su
g g est ed :
“
Su p p ose you sa id t o a ma nu fa t u r er c
‘
H va e yo u a ny t ra de l c
t h at w o u d a pp r e ia t e a p a t t er n t h a t is
a
p os it i v c e ra z e in P ar s i r ig h t no w — no t yest e r d a y bu t to
d a y? ’
Wh t a w ou ld t h e ma nu fa t u r er c sa y t o t h at ?
”

Why he d y L t
“ ’
sa :
‘
e
’
s se e it , ’
w as t he a nsw er .

“
I snt t h at
’
w h at you w a nt h im to sa
yi
’”
I inq u ir e d .

47 At t ent io n t h roug h cu riosit y — C uri osity is a

.

strong i ncentiv e t o givi ng a pr op osition u ndivid ed at

t en t i on T h e o p en. ing r em arks o f a gr eat m any abl e
s al esm enar e fram e d t o arouse a h ealthy curi osity int h e
prosp ect T h e e xclusiv e agency manr e ferr ed t o int h e
.

l ast ch apter w ould r et urn t o t h e st or e th t h e h ad picked a

for his agency and appro achin g t h e propri etor would , ,

 T HE IN T E RVIE W 26 1

ask :
“
D r m
o you
e e mb e r me ? Y es would com e t h e ,

an s w e r I sold you a key ri ng t his morni ng Th e ic

,
“
.
”

upon t h e s al esm an would rem ark th at t h e key ring busi

n ess h ad b eenpre tty good inth at town nd holdi ng ou t , a

h is h and would displ ay th o s e h e h a d bought

, T h e p ro .

i t or would n atur a lly w ant to know if h e w as m akin g

p r e

a co l l e ct ion N would be hi s reply my firm se nt

“ “
.
,

me h e re with your n am e as th at o f t h e r e pr e se nta tiv e

m erch ant in this tow n M y key ri ng e xp erim ent h as.

subst anti at e d th at i n form ation ”

.

F rom th a t poi nt h e would u se an oth er strong l ev e r for

t h e ge tting of att enti o n I am h er e h e would con ”
.
,

t in ue , to s ecu re your opinion of ou r new m erch andisi ng

“

pl an which is of p articul ar i nt erest t o liv e h ardw are

,

m erch ants I should appreci ate your go i ng ove r ou r

.

propositi on and t elling me wh at you thi nk of it A .

”

prosp ect fi nds it v ery h ard to r e fuse to listen to a sal e s

m an s story if all th at is d e sired at t h e end is a c ndid
’
a

opinion I t is n eedl ess t o say th at this Opi ni o n is u su ally

.

favorabl e and is voic e d by t h e prosp ect s putt ing his ’

nam e on t h e d o tt ed lin e .

Re turni ng to t h e motiv e of curiosity in s ecu r ing at

t ention ; a s al esm an one d ay steppe d i nto t h e o ffice o f t h e
g en eral m an age r of a l arge W estern tel e ph o n e co mp any .

“
M r M an age r s aid h e suppos ing I w ere t o c om e to
.
,
”
,
“

you with a p encil —d raw ing one from his pocke t— with
” “

which your cl erk could writ e d own n umbe rs —and suit ”

ing t h e action t o t h e word h e wrote d o w nseve ral num ,

b ers o f four figu res each— and after d o i ng so co uld “

,

find t h e t o tal f thos e numb e rs right h ere at t h e t p o f

o o

t h e p encil Th at would be a w nde rful pe ncil w uld

. o ,
o

it no t ? T h e m an ager h ad t o admit th t it would

”
a .

“
Well r esum ed t h e s al esm an I h av nt a pe ncil th at
,
”
,
“
e
’

will do th at but h ere is a writing m chin e th at wi ll

, a .
”
26 2 SE LLING
And f orthwith h e produc ed from his case a typ ewriter
with ana dding att achm ent and proc ee ded with a d emon
st rat io n .

48 . D rama t ic means of g et t i ng at t e nt ionq —Acti on s

oft en sp eak loud er thanwords in getti ng att en t ion A .

sal esm an s elling a line of l amp chimn eys one of t h e ,

strong points o f which w as th at th ey w er e h ard to break ,

w ould w alk to t h e doorw ay o f a st or e th at did not

ca rry his li ne and t aking one of his ch imn eys would r oll
, ,

it non too g ently acr oss t h e un ev en floor until it met

, e ,

anobstru ction a n d b o u nd e d b ack I ll bet you h avent

“ ’ ’
.

a chimn ey in stock th a t you could d o th at wi t h h e would

”
,

th e n ch allenge t h e pr opri et o r Th is w as r ath er a spe c .

ts oul ar m et hod of g et ting attention surely but c ert ai nly , ,

a ne ff e ctiv e o n e .

A v ari ation of this is to attr act attention dir ectly and

f orcibly to anarticl e t o be sold t h e first thing A new , .

city s al esm an w as e mpl oy e d by a spe ci alt y hous e th at

s old p at ent ed mous e tr aps to r etail d eal ers T h e new
-
.

man kn ew n l y t h e st er eotyp e d forms o f introduc t i on

o ,

an d h e a ppro ach e d e ve ry buy er wi t h t h e sam e formul a

G oo d m o rni ng M r Smith I am M r Br own r epre
“
. .
, .
,

s nti ng t he G r eat N orth ern Sp eci alty C omp any I h av e

e .

ana rticl e but int h e m aj ority of cas es h e g ot no fur

,
”

th e r bec aus e h e h ad wh o lly fail e d to s ecu r e t h e busy mer

,

ch ant s att enti o n H e r ep orted his di ffi cul t y t o t h e s al s

’
. e

m anage r w h o r e s o lved to go out with him and see where

int h e troubl e l y a .

T he sa l e s m anag e r wit ne sse d on e of t h e s al esm an s

’

i neff ec t u al att empts t o s ecure a h earing and b e deter ,

mine d to m ak e t h e next approach hims elf while t h e s ales ,

m anobs erv e d his m ethods I nt h e n ext stor e t h e sal es .

,

m an ager approach e d t h e buyer and wi t h out a word of ,

introduction simply pl ace d t h e m ouse trap in his h ands

,
-
.
 THE IN T ER VIE W 263

I t w as aning enious contriv anc e and t h at f act tog et h e r

, ,

with t h e unusu al m eth o d of pr es enting t h e propositio n ,

i mm edi at e ly s ecur ed t h e cus t om er s attent ion A bri e f

’
.

stat ement of pric e s and pr ofits w as all th at w as nece s

s ary t o cl os e t h e sal e T h e most cynic al buy er c annot
.

av o id a f eeling of int er e st in an ob e ct th at is p l a c e d in
y j
h is h ands .

4 9 P r osp ect s p art icip at io ninsale — T h is brings us

’
. .

to t h e poi nt of t h e buyer s p articip at i o n in t h e sa le

’
.

H andling anattractiv e thi ng cr eat e s no t nly int ere st in o

it but also a d esire to ow nit o t h andl e it f o r r e s al e

, r o .

This is e sp eci ally tru e of m ech anic al d evices Th ere is .

a f a sci n atio nfor t h e prosp e ct inb e i n g abl e t o push down

t h e k eys of t h e c a sh r egist er h v e t h e b ell ri n
, a g the ,

el e ctric light fl a sh up an , d t h e c ash dr aw e r op e n T h er e .

is a s atisfying click wh e n t h e lever o f anadding m achin e

'

is pull ed down I t is gr eat fun to put l ett ers thr ough

.

a f a st runn -
i ng mailomet e r I t is interesting t o be abl e
.

to typ e numb ers on a typ ew rite r nd see t h e to t als ap a

p ear T h e automobil e s al esm an r ealizes t h e v alu e of let

.

ting t h e prosp ect whom h e h as t ak enfo r a d emo nstrat ion

ride sit at t h e wh eel
, .

H andli ng t h e comm odity is not t h e o nly w ay inwhich

a prosp e ct canb e m a d e t o p a rticip at e T h e s e lling t a lk
.

should be so phras ed as t o draw h im i nto conv e rsa tio n

an d ge t him to t ell s om e t hing about hims el f T h e in .

t el l ig ent u se o f t h e i nfo rm ati on t hus s ecur d ofte n e n e

abl e s t h e s al e sm a n to clos e t h e s al e At each sta ge of t h e

.

selli ng t alk t he prosp ect s agreem ent with t h e state

,
’

m ents m ad e by t h e s al esm an sh ould be se cure d by t h e

u se o f dir ect qu e stions c alli n g fo r a na ffi rm ative ans w e r .

M o st of al l it is w ell t o l eav e s om e t hing t t h e im ag i

, o

nati o no f t h e pro sp ect and t hus enabl e him t disc o v e r o

selling points f o r hims elf . V e ry o fte n a cl ev e rly co n

264 SE LLING
s t ructe d sketchy and incompl ete pr es ent atio n will caus e
,

t h e prosp c t t fill int h e gaps by usi ng his m g n t i n

e o 1 a 1 a o

an d by aski ng qu sti ns u nt il h e h as c ompl et e ly s old him

e o

s elf Or if this b e not e asy h e sh ould at l east b e em

.
, ,

cou ra e d t o ask qu e s t i on s which will bri ng ab ou t a st t e

g a

m ent of th s e p o i nts M ost s al esm ent alk t oo much and

e .

a ll o w th e ir pr o sp e c t s t t alk t o li t t l e Th er e can be
o o .

n mor e e ff e c t iv e w ay t s cur t h e tru e i nt er est o f t h e

o o e e

pr osp ect t h an by g et t i ng him to p articip ate int h e pres

e nt at ion .

I t must b e always b orne in mi nd how ev er th at t h e , ,

pro sp ect s p art icip ationsh ould be p r t i nent t o t h e s t age

’
e

o f t h e pr e s e nt at i on which t h e s l e sm an h as r e ch d a a e .

The re is const ant d ange r t h at t h e t alk will b ecom e irrele

v ant M any a s al esm anw h o call ed t sell nent husi ast ic
. o a

a uditor a lo o s e l e a f l dg er o a c ard sys t em h s r em a i n d

-
e r a e

f or t h e a f t e r no o n to admir e t h e w ond rful sys t ems in e

st ll e d by t h e auditor w h o n expl ini ng th em h as l d

a , 1 a , e

t h e s al e sm an so f ar fr o m his subj e ct t h at h c an n o t g et e

b ack t o t h e purp os e of his c all T h e s al esm nmus t b r . a ea

inmi nd at t his p o i nt th at h e sh ould b e d omi n t i ng t h e a

situ at i o n and dir ect i ng t h e i nt rvi ew H e should direct e .

t h e p ar t icip ati o n o f t h e pr sp ct int h e s al e o e .

5 0 S ecu rin
.
g a t t en t ion t o a va ried line — M an y of

t h e principl s l id d ow nh er e will s eem imp ossibl e to t h e

e a

j obbe r s s al e sm an w h o wil l prob ably stat e th at h e carri s

’

, e

ane xt e nsiv e an d v ari ed li ne w h er eas t his t alk c onc ern ,

ing t h e s e curi ng o f at t en t i onappli e s to t h e s al e o f s om e

on e sp e cific ar t icl e I t must be r em embe r ed how ev r
.
, e ,

th at t h e o rdi nary i nt r o duct ory r em arks f t h e j obbi ng o

s al esm an: I am r epr es enti ng Bl ank nd Bl nk nd I

“
a a , a

w ant to see if I c ant i nt r est you inour li ne nev er did

’
e ,
”

much m or e t h anpick up a few ord ers t h t w ere w iting a a

a r ou n d t o b t ken T h e j obbi ng s al esm anw e k ens his

e a . a
 THE IN T E RVIE W 265

a pproach by tryi ng to t ell his whol e sto ry and sc atte r his

t al k over ev e ry ar t icl e in his lin e T h e appro ach h ere .

should be b ase d upon one sp ecific articl e Afte r h e h as .

s e cured attention to this se curi ng atte ntion to oth er

,

articl es inhis lin e will b e c omp ar at iv e ly simpl e .

5 1 T ru n
. k lines and samp le r oo ms — L et us discu ss .

now for a mom e nt t h e cas e of t h e s al esm anc arryi ng a

, ,
“
tru nk lin e —to u se t h e v ern acul ar— a lin e which in
”

v o lv es t h e c arryi ng o f one or m o re l arge tru nks o f sam

pl es S ecuri ng t h e pro sp ect s att e nti o n he r e t o t h e w h ol e
.
’

line at l east involv es p ersu ading him t o visit t h e s ale s

,

m an s s ampl e roo m at t h e hot el u nl ess t h e s al esm and e

’
,

sire s t o bri ng his s ampl e trunks up to t h e door and can

s ecu re t h e prosp ect s cons ent This is not u su all y prac
’
.

t icable in sm all t o wns b ec aus e t h e s al e sm a n will w an t

s ev er al buyers t o see hi s lin e and b ec aus e the re is no
,

sp ace in m ost sm all stor e s wh re h e could op e n his tru nks

e .

I n t h e d ep artm ent stor e s in t h e l arg e r citi es it is no t

unusu al for s ampl e ro oms t o be provid ed w h ere t h e s al s e

mancandispl ay his l in e just as h e w ould in a hot e l sa m

p l e ro o m ; but e v e nh e re a na pp o i ntm n t mus t b e s e cu r ed
e .

Th e r e are two great adv ant age s in g e t t ing t h e buye r

d o wn to t h e hotel F irst t h e opp or t u ni t i es fo r displ ay
.
,

ing t h e l in e are lik ely t o be b ett e r ; a nd S c nd t h e buy e r e o ,

is away fro m his pl ac e o f busi ness and t h e possibility o f

int erru ption from his empl oyés .

5 2 M kin
. a
g ppa o in t ment s — A bov e al l if t h e s al e s ,

man int ends displ ayi ng in a s ampl e room h e sh uld , o

se cure o ne at t he ho t el t h e first thi ng and arra nge his dis

pl y b ef re st rting ou t t o s e cure pp i ntments T h e
a o a a o .

s al esm an w h o t ak es a l e d ing s ampl e o r t w o f ro m his

a

tru nk in t h b aggage r oom at t h e r ail ro ad st atio n in

e .

te nding to s e cu re a s ample roo m o nly in t he eve nt o f

s ecuring app i ntm ents w ill h lf wish that h e may not be
o , a
266 SE LLING
put to t h e troubl e ; and h e will be loath to pr ess t h e luk e
w arm buy er f or anapp o intm ent T h e s al e sm anw h o h as .

gone to t h e troubl e o f unp acking his trunk and arrang

ing his lin e ont h e oth er h and will d o ev erything in h is
, ,

p ower to g et s om eone to look at it .

T h e t runk li ne m anshould b e ar in mind th at while

“ ”
,

it is to t h e prosp e ct s a dv ant age to loo k o v er ev ery line

’

it is prob ably imp o ssibl e for him to d o so H e is con .

t inu l ly be ing a sk e d t o look ov e r on

a e lin e or an othe r
wi t h out any p art icul ar r eas onb ei ng a dv an ced as to w h y
h e sh ould d o so T h e r eal s al e sm a n will c ar ry o ne or
.

t w o numb ers of r em ar k abl e v alu e or uniqu e p att ern t o

impr e ss his prosp ec t s wi t h t h e unusu aln e ss o f his go o ds .

H e will p ai nt a pictur e of t h e eas e with which his goods

may be so ld t h at will m ak e t h e buy er see t h e a dv ant age
o f looking at th em .

At th at poi nt and not until th en h e will driv e h ar d

, ,

for anapp oi ntm ent The n if t h e pr osp ect is a manwho

.
,

k eeps his business app ointm ents with absolut e punctu al

ity all well and go od I f th ere is t h e l east doubt on
, .

th at s cor e t h e s al esm an a litt l e b e for e t h e t im e set w ill

, ,

j ust h app en t o h av e t o g o by at th at t im e and will w ait

for t h e prosp ect so th at th y may w alk downt o t h e h otel
e

t oge th er .

53 D isp la yin
.
g sam p les a t t r a ct ively
— O nce t h e pros
peet is int h e s ampl r o om t h e arrangem ent of s ample s
e ,

will h av e much to do wi t h s ecuri ng his f avo r abl e atten

ti on ar ousi ng h is i nt er est and cr eati ng d es ir e T h e s al es
,
.

man should l earn to be anar t ist in displ aying his li ne .

Oth er thi ngs b eing equ al t h e s ale sm an wi t h t h e be st

,

s ense of t h e artist ic will s ell t h e m o st goods T h e ordi .

nary sh ee ting provid e d by t h e h ot el d oe s not l end i t se lf

t o an e ffe ctiv e a rr an gem ent A sui t bl e b ackgr u nd . a o

sh ould be c arri ed F or ex am pl e more cut gl ass will be

. ,
 T HE IN T ER VI E W 267

sold from a b ackground of black v elv et th an from one o f

whi t e sh eeti ng Th e unusu ally e ff ectiv e s ampl es should
. ,

as a rul e , be d ispl ay e d with mor e ordin ary on e s sur

rou nd ing th em ; pl acing all t h e l ead e rs tog eth e r w ill ,

put t h em in comp eti t ion t h e one with t h e oth er and r e

, ,

sult in t h e selli ng o f few er of th em th an if the y are sep

ar at e d an d contr ast ed with t h e l ess attr activ e it ems .

Acc e ssori es t o t h e goods th ems e lv es will e nh anc e t he ir

a ttr a ctiv en e ss Th e millin e ry s al esm a n will arr ange his
.

o strich plum e s on a sh ap e r a th e r th a n displ a y th em

s ep arately Th er e is a succ e ssful shirt s al e sm an w h o

.

a lw a ys displ ays his lin e with c o ll a rs an d h armonizing

cr av ats att ach ed .

a t t it u d e — Abov e all it must b e r

“
5 4 T h e you
. .
,
e

m emb ered ing etti ng attention th at t h e prosp e ct is more ,

inter ested in h imse lf and his busi ness th an h e is in t h e

s ale sm an or t h e s al esm an s busi ne ss T h l at t er s Op e n
’
. e
’

ing th er efore should alw ays appro ach t h e pr positi on

, , o

fr om t h e prosp ect s p o i nt of vi ew Any t lk ab ou t t h e

’
. a

s al esm an or t h e s al e sm ans h ouse th at f ails t o g et t h e

’

prosp ect i nt o t h e story is goi ng t o l e ave him cold and

uni nt er est ed W e s aid previously th at s al esm anship w as
.

t h e t aki ng of t h e prospe ct s vi ewp o int and swingi ng h im

’

a round to ours T h e t alk to a j obb e r should t ak e him

.

o nanim agin a ry s e ll ing trip an d pictu r e him se lling t h e

comm o dit y o ff er ed to his custom ers T o t h e ret il e r a . a

picture of hims elf r eselling t h e comm od ity ov e r his cou n

t e r at a profit is bound to be i n
, te re sti ng T h e custom r . e

must be pictured as enj oyi ng t h e a rticl e T h e pro p ect . s

for anautomobil e sh ould see hims elf in his mind s eye ,

’

sp eeding al ong in t h e sunshi ne to t h e admiration o f his

fri ends and acqu i nt anc es By p ainti ng a picture and
a .

putti ng t h e prosp ect init t h e s l esm an st ands t he be st

, a

ch ance of securi ng undivid e d tt e ntion a .

268 SE LLING
55 . T al king cu st o mers no t t elep h o nes —Th er e
, .
f
w as a

s t age in t h e d ev elopme nt o f t h e t el ephone busi ne ss w h e n

it w as a simpl e m att er t o p ersu d e a busi ness m nt o in a a

st l a t el eph one but a di fferent and m or e di fficult thi ng

a ,

t o s ell him ane quipm en t t h at w as ade qu t e Th er e w as a .

,

a t th at tim e a d e p artm en
, t st or e in I lli nois t h at h ad
but one wir e with t w o extensions one on each fl oor f ,
o

t h st o r e
e T h e t el eph one p eopl e w er e c onvi nc ed th at thi s
.

e quipm n t w as i nad equ at e but t he y h ad fail ed on sev

e ,

er la cc sions to m k t h e pr opri et or r ec ogniz e t h at f act

o a a e .

F i nally one o f t h e big comm erci al menof t h e c omp any

c am e d w n from C hic ago t o see wh at h e could do H is
o .

firs t w rds t o t h e m erch ant w ere : I h av e c om e to t lk

o
“
a

to you bout t h e s ervic e you are givi ng t o your custom

a

H e th en pr c ee d e d t o sho w h ow p eopl e who

”
er s . o

w nt ed t o ord er g ds ov e r t h e phone fou nd it dif

a oo
’

fi cu l t to d o so b e c use t h ey w er e k ep t w a it ing whil e ot h ers

a

t alked over t h one wi e M any t im es h poi nt e d ou t

e r .
, e ,

this d el y c aus e d a d cisi on not t o bot h e r ord eri ng by

a e
’
ph one but to buy l at e r in p erson with t h e p ossibl e re
, ,

sult th t t h e t r ad e w nt t o anoth er stor e I f t h e cus

a e .

t om er w r e su ffici ent ly p ati ent to w ai t sh e expl ai ned t h e

e ,

o bj e c t o f h er c ll to t h e cl e rk a nsw eri n g t h e ph one on ’

a

t h e first fl oo r e xpl ai n e d it a g a in wh n sh e con

, nec t e d on e

t h e s e c o nd st ory e x t ension an d ft er h oldi ng t h e wir e

, , a

while t h e pr op er cl erk w as call ed sh e w as obliged to g o ,

o v e r t h e W h ole m att er a t hird t im e M eanwhil e t h e .

cl erk do wnst airs h ad b ee n c all ed fr om his work t h e first ,

cl erk w h o h ad answer e d t h e upst airs extensi onh ad b een

dis t urb e d and h e or s om eone els e h ad the n to g o aft er
,

a cl e rk in t h e d ep artm en t t o which t h e orde r b el onged ,

an d h e pr ob ably h ad to tr av e l t h e l engt h o f t h e fl oor to

r ea ch t h e t el ephone All t his tim e cust om ers in t h e
.

stor e w er e b ei ng negl ect e d and k ep t waiti ng b ecaus e t h e

 THE IN T E R VI E W 26 9

cl erk who should h ave b een at a cert ain st ation w as out

of his de p artm ent answ ering t h e t el ephon e .

T h e pri ncip al th em e inhis t al k w as cu stome rs and not

t elephon es T h e cust om e r w as a subj ec t in which t h e
.

m erch ant w as greatly int er est e d so h e aske d : Wh at ,

“

w ould you sugg est ? T h e t el eph on e man sugg e sted

”

two tru nk li ne s a switchbo ard an ext ension for e ach

, ,

d ep art m ent and anadv er t is em ent in t h e p ap er t h at the y

,

w ere esp eci ally w ell e quipp ed to giv e t h e cus t ome r t h e

be st ki nd o f s ervice on t el ephon e ord ers T h e c ontrac t .

w as sig n e d imm e di a t ely Through out t h e i nt ervie w

.

t h e s al esm an h ad t ak e n t h e You att itud e “ ”

.

56 I n
. t erest — I nt er est is at tentionsus t ai ne d and d e
v el o
p ed . A tt ent io n is a yi ldi n g on t h e p a rt of t h e
e

pro sp ec t o f a t emporary i nteres t which his mind ch l a

l eng s t h e s al e sm ant o hold

e I nt ere st s u nd ers t ood in
.
, a

t h e d ev el o pm ent o f a s al e m ean s th at t h e s al e sm an h as
,

met th at ch a ll e ng e and s ecur ed t h e i nvolunt ary m ent a l

c oncentration of t h e prosp ect .

I nte r e st is d ev el op ed v ery early in t h e s al e I f t h e .

prosp ect canb e i nduc ed to give m o re th an mom e nt ary

att en tion t o a prop osition it is s afe to a ssu me th at his
,

interest h as b een arouse d I n discussi ng t h e m att er o f

.

att enti o n w e h av e gon e in t o s everal thi ngs th at h av e t o

d o with i nt e r est Wh enw e discuss t h e you attitud e “ ”

.

an d m eth o ds of s ecuri n g t h e pr sp ect s p articip ti o n in ’

o a

t h e s l e w e are discussing w ays a n

a , d m eans of i ncr ea sing
int ere st and rip eni ng it i nt o d esire .

T h e chi e f ch ar act e ristic f t h e int e r es t st age of t h e

o

s elli ng pro c ess ce nt rs in t h e pr s entation—a thorough

e e

t lk ont h e prop siti n espe ci ally in its rel atio n t o t h e

a o o ,

prosp ect This pr s e nt ti n may be a l gic al d et aile d

. e a o o

d escripti o n o r it may b e a vivid a pp eal t o t h e pr osp ect s

’

im agin ation T o on
. e pr o sp e ct t h e s al esm an ma
y t alk
27 0 SE LLING
price ; t o anot h er qu ality With one h e must pose as , .

a fin a l auth orit a s to t h e st a t em en t s h m ak e s ; wi t h
y e

an oth r h e will tak e t h e attitud e of m er ely r emi ndi ng

e ,

t h e pr o spe ct o f thi n gs which h e lr eady knows or of re a

fr eshi ng his m em ory of things fo rgotten Wh at ever .

t h e d omi n ant n o t e o f t h e pr es ent at i o n h ow ev e r it must , ,

be r el t ed as cl o se ly as possible t o t h e prosp ct s i nt e rests

’
a e

an d sh ould be couch e d in such l ang u ag e th at not e v en

a city e ditor c ould d e t ect a sup e rfluous wo rd .

57 T e sh . l esm a n s v o c
aa bu l ry
— T w o m en try ’
to ex a

pre ss t h e sam e id ea One flou nd ers ab out d eals in . ,

v agu e generaliti e s and ends by giving no cl ear id ea of

just wh at h e is dr ivi ng at T h e ot h er us es sp ecific .
,

hom ely im ag e m king words th at driv e t h e point home

,
-
a

ina trice T h s al esm a n s voc abul ary sh uld b e r epl et e

’
. e o

wi t h t h l att e r so rt o f w ords I t is only t h e l earne d man

e .

t h t cant hi n
a k in t erms of abstr act g en er aliz ati on; and
e v enh e m o r e e a sily gr a sps sp e cific though t s fr am e d in ,

t elli ng phr ases T h e s al esm an sh ould see th at ev ery

.

dul l h ackne yed word is k pt out of his pre s ent ati on;
,
e

a nd th at it is built up o f strong str aight fo rw ard , ,

sp ecific r ed blood ed w ords

,
-
.
1

5 8 T h e l aw of men
. t al d o min a t io n— Affi mat ionpure r

an d simpl e s p r at ed f rom all a rgum en

, e a ts nd all proofs a ,

is one of t h e sur est means o f impr essing t h e pr osp ect .

I t is a p eculiar f act th at ane xcess o f l ogic l argum ent s a

w ill giv e ris e t o t h e suspici on th at t h e s al e sm an is e n

d eavo in g t o b olst er up a w eak c ase

r T h e m o r e concis e .

th affirm ati on t h e fr ee r it is from all a pp e r n

e , ce o f a a
’

pr of t h e g e t er it s au t h rity This may w ell be re

o , r a o .

m emb ered in buildi ng t h e pr esent tion a .

Th M d nB in
1
e o T x
er nC us p n d n h gh it t
e ss et p im ily
t o o rre s o e ce . t ou rea s r ar

of ht i ne wr d il l b h l pf l
tte w or h , l m n h d i t di ct hi
w e e u to t e sa es a w o es re s o re s
eff ort s t ow ard t h is e nd .
 T HE IN T ERVI E W 27 1

59 . Int erru p t ions t o t h e int erview — Wh er e t h e pr e s

e nt at ion of t h e proposition consum es any consid erable
l engt h o f t ime t h e s ale sm an is in c o nst ant d ange r o f
,

som e i nt errupt i o n which may t ak e t h e prospe ct s mind ’

o ff t h e pr o positi o n a nd e nd a ng e r t h e i nt er est th at h as
been creat e d Th e s al esm an should imm edi at ely pre
.

p are to r esum e t h e talk at t h e point of i nt erruption in

som e f orc e ful and intere sting m ann er T h e ide a is to .

plunge t h e prosp ect imm edi at ely b ack into t h e st ate of

m ent l conc entrati o n in which h e w as pr eviously T h e
a .

production of a ne w pi ece of e quipm ent is ane ff ective

w ay of doing this Wh en t h e i nt errupti o nh as b eenmore
.

th an mom ent ry t h e prosp ect should be remi nd e d of

a ,

t h e poin t wh e r e th e y l e ft o ff by som e such s t at m ent as : e

“
Wh en w e w er i nte rru pt d w e w er e discussing t h e
e e ,

m ech anic al feature s I f t h e inte rruption h as be en f or

.
”

as lo n g as t en o r fifteen minute s t h e ch ance s are th at ,

t h pr o sp e ct h as gro w n co ld an
e d must be w arm e d up
a g ai n This is do ne by a co ncise re vi ew o f t h e wh ole
.

pro position up to t h e poi nt at which t h e int erruption

o ccu rr e d Th e pr es entati o n proc ee ds as usu al from th at
.

poi nt o n .

6 0 T h e d emo n
. s t ra t io n— I f t h e commodity s old is
.

such a s t o m ak e it possible a d emonstrat i o n o f its co n

,

structi o n and us age is m ad e a p art o f t h e pre s ent atio n .

This is a gr eat o pportunity fo r t h e s al esm an Anactu al .

d em o nstrat ion emph asiz es p o i nts as no m ere st atem ent

can . I t bri ngs up a c o nstant pro ce ssio n f thi ngs o f o

inte rest th at t h e custom er cansee f r hims elf and m akes o ,

t h e re t ai ni ng of interest and t h e rip eni ng o f it into d es ire

much e asi e r .

So tru e is this th at inge nious d emo nst r ation m e th od s

are oft e n d evis ed fo r a co mm od ity th a t d oe s not l end

its elf r eadily to d emon str ation W i t ness t h e l amp .

272 SE LLING
chimn ey d emonstr ation d escribe d in this ch apt er Th e .

Th erm o s b ottle s al esm an in h anding his s mpl e to t h e

, a

d eal er at one stage o f t h e present ati o n l ets it slip from ,

his grasp nd fall h eavily t o t h e flo or as th ough by ac

a ,

e ide nt Th e d eale r n at ur ally xp ects to h ear a loud

. e

r p rt and t o fi nd t h b t t l e wr eck d T h e f ct th at it
e o e o e . a

is f ou nd t b e u m nj ur ed impr ess e s him with its st u rd i

o

ness s n t h i ng ls e w ould
a o e .

A y oung manc arrying a new li ne of c ast iron por ce -

l ain enam el ed b th tubs and c alli ng up ont h e plumbi ng

-
a

tr ad e fou nd it di fficult t o es t ablish distribution b ec ause

,

c ast ir o n b at h tubs are lik ely t o cr ack o r graz e u nl ess

-

m anuf ctured by e xp eri ence d p e ople T o ov ercom e this

a .
,

t h e s al esm an c arri e d with h im a sm a ll b ath tub an d a

h eavy pi ec e of l ead To impress t h e plumb e r with t h e
.

f ct th at his w as a go od tub h e w ould t hr ow t h e pi ece

a ,

o f l ea d vi o l ently i nto it N o more forceful m ethod of

.

m eeti ng t h cr ck and gr az e obj ecti on could b e d e

e
“
a
”

vis e d I t may b l id downas a principl th t anactu al

. e a e a

de m nstrat i o n sh ould be w ork e d i nt o t h e pres ent ation

o

whe r ev e r t h e natur e f t h e co mm odity p ermits

o .

6 1 E xamp le of a d emo n
. st r t ion— Som e y ears ag oa

t h e S a t u rd ay E ven in g Po st publish e d a s elli ng story

which will not s oonbe fo rgot t enby th os e who read it .

I t t old of a p owd e r s al esm an w h o built his appe al up on

a r em ark abl e d em on strati onor u se o f his s elling equip
me nt T h e presid ent o f a comp any which w as eng aged
.

in m anuf act uri ng a new e xplosiv e a ssign ed his b e st

s al esm an to t h e work o f h avi ng it a dopt e d by a mining
c onc ernw hich w as a l arge us er of e xplosiv es T he g err .

e r al m an age r of t h e conc er n t h e buy e r w as w e dd ed t o

, ,

t h e u se of an expl o siv e h e h ad use d f or y ears an d no ,

on e w as abl e to mov e him T h e s l esm an to ok an as

. a

sist an t an d a supply of h is powd er an d pr esent ed him

 THE IN TE R VI E W 27 3

s elf to t he g en eral m anage r . T he st ory continu es as

follows
I rep r ese nt t h e Bl nk Pa ow d er C o mp any, bu t I a m no t h ere
t o t r y t o se you an
y p ll
o w d er ,
”
sa id t he sa es l ma n .
“
I c a me
t o a sk a f a o r v
As yo u no w , o u r . k c o mp a ny h a s j u st t u rned out

a v yer re ma r k bl a e new p o w d er . It
’
s d iff e r ent f r o m a nyt h ing
t h a t h a s been ma d e b e fo r e— b u t I d o nt
’
mean t o t a k e up

y o urt im e t e in
g a b o u t it ll
T h e p o in t is , w e h a e fi red mo re
. v
t h a n t w o t h o u sand sh o t s w it h t h is p o w d e r in u a r ries a nd in q
mine s— in g ranit e , b l u est o ne , sh a l e , c l oa a nd in z inc o r es — bu t
we
’
v e nev er see nj u st w h at c ld d
it ou o ina h a r d , t o u g h o re o f t he
so r t
you h a v e h er e , a nd d l ik p
we
’
e er missio nt o l oa d so me h o l es

at ou r ow n r isk a nd e e se o see xp n t j u st w h a t w e ca nd o .
”

T he g enera l man a g er e ed t h e
y sa e s l man u p a nd d o w n . I
d ont ’
see w hy w e sh o u ld d ri ll ho l es int o t h e ro ck t o ha v e
y ou

e xp er iment w it h — d o yo u ? S u p p o se you r pow d er misse s fir e ,

t h en I
’
ve
g ot a c
ba t h o f h o es t o d ra w — l
eh ?
”

Ac r oss t h e fa c e of t he sa es l ma n fl it t ed t h e su
gg e st io n of a

smil e j t w o yea rs b eyo n xp l ”

“
We . a re u st d t he e er
g e,iment a st a

he sa id .
“
ny missed h ol
I f t h er e a re a es I
and my a ssist a nt
o u t sid e t h er e— w ill d r a w t h em We c er t a in w ou d n l t x l
.
y o e

p ee t yo u t o t ake a n y c h a nc es
”
.

“
Wh er e ha v
yo u g o t t h is p o w d e r ?
e

R ig h t o u t sid e , in t h e ba se a t o f ck a su r re
y
— t w o h und red
”
a nd fo rt y p o u nd s o f it .

T h e g en era l ma n a er t h o u h t f o r a min u t e t h o u h h e l o o k ed
g g g ,

b o red a n d w e a ry T h en h e sc ribbl ed a no t e o n a pad a nd

.

h a nd ed it t o t h e sa l esma n T a k e t h a t t o t h e h ea d ho use o f
.

sh a ft N o 6 a nd t h e su pe r in
. t end en t w ill g iv e yo u w h a t yo u
w an
”
t , h e sa id And t h e sa l esma nh a d sc o red h is fi rst po int
. .

I n t h e min e c on ne c t ed w it h sh a ft No 6 t h e re w ere t hir t y .

t e n fo o t h o l es t o b e fired j u st a ft e r t h e se c o n d sh ift s q u it t ing

-
’

t ime . T h e sa l es ma n t u rned h is fo u r h u n d r ed a n d e igh t y h a l f

p o u n d c ar t r id g e s o v e r t o t h e su pe r int end e n t .

“
Th a t s onl y eno u g h fo r e ig h t p o und s t o t h e h o l e, and w e
’

nev e r u se l ess t ha n t en t h e su pe r int endent p ro t es t ed

”
, .

III —18
27 4 S E LLING
I f you d p u t t en p o u nd s o f t h is p ow d er in
’
t o t h ose h o es l
c l
yo u d o me nea r b o w ing t h e r o o f o f yo u r m ine o ff , t h e sa e s
’ ”
l
m a na nsw er ed “
Y
ig h t p o u nd s o f t h is st u ff e u a o
. ou
’
l l fi nd e q lt
lv
t w e e o f t h e st r eng t h o f d yna mit e yo u u se T h e sa es a l mn
t u rned a s if t o g o a w a y, b u t a me ba ck,
“ ”
f o r g o t , h e sa id , c I
“
J u st t e t h a t b ll l a st ing f o r em an b e l ow t o f o r g et h e isnt h a n ’

d l ing d ynamit e T ll h im t l d j t . l —— t h l d y
e o oa us a s u su a r we o es, r

h l o es, o r a ny l d h l ”
o o es .

W h il t h h l b l e e b ing l d d t h
o es l m n nd
e ow w e re e oa e , e s a es a a

th p int nd nt d j
e su er n d t t h bl ck mit h h p
e e a ou r e o e a s s o .

It“
ll y int t ing t ff ll ig h t t h l m n id
’
s r ea er e s s u a r ,
”
e sa es a sa ,

c ll y p d c ing b k ing p w d
a su a ro u n fi ll d w it h l
a a
p o er ca e oose ow

t h t c h mi t y ill v bl
“ ’
d er It
. th f t p s d e sa es b ow er a e s r w e er e a e

d vi Y imp l y c nt m k it g ff nl
’
to e se . ou s by b t h a a e o o u ess o

p c i n nd fi nd t h n nl y h n it c nfi n d W it ’
er u ss o a r e, a e o w e s o e . a

t ill I h y s m t
ow h in g H ou t th so n f ll f p d in
e . e se e ca u o ow er

a c n f th h p d
or er o t hi t y t e s c l ibo v lv nd
, r ew a r -

wo a re re o er a ,

b f e ore a ny n c l d l iz h t h w
o e ou p t h h d
r ea nt e w a e as u o, e a se a

b ll t c h ing t h x p l iv l dnt d “
gh t h Y ’
u e r as r ou e e os e . ou w ou are

to d th t o it h dyn mit
a w l d y ? H t ck f fing a e , w ou ou
”
e s u a or e er

th g h t h j g g d b ll t h l
rou e nd
a
p d e
p m f th
u e o e a s co o e u so e o e

t h t h d p ill d n t h fl Wh y y nt k t h t “
p ow d er a a s e o e oor . o u ca a e a

t ff n
s u d p nd it
a it h l d g nd it nt g ff
ou w a s e e, a wo
’
o o .
”

H pl c d e t p nf l
a e a f th p ea s d nth
oo nv il u or so o e ow er o e a

nd h mm d it I d p nd p h l c t id g “
f it l ik
’
a a er e . ou u a w o e ar r e o e

th t a nl y I c l d nt m k y
, o t y t
ou l k t it h n
’
a e ou s a o oo a ,
”
e a

n n d
ou H ce p k . it h t n
e t h is m o if t t ing
e w ll ou e us as , as s a a we

k n n f c t — t h t y c l d nt g t h t h mm ing m ch
ow a a ou ou
’
e ur a er so u

t bla l t L ig h t it it h m t ch nd it imply fl
e sa . w l ik a a a s a r es e

so m c h fl h l ig h t p
u d —
as
-

! Y w l d nt t h ink it b t I
ow er see ou ou
’
, u

c l d h l t n f t h t d n n f y t w lv h nd d f t
ou ur a o o a ow o e o ou r e e -

u re -

oo

s h ft a nd it s a l d l nd nd m h p l ik w ou m ch b n
a a us u e so u ra or

I nd i nm l U ing t h t p d m n t h t n v g in l d
a ea . s a ow er ea s a e er a a w ou

y ou h v m an in j e a d b y cc ida n t l x p l i n ”
u re a e a e os o .

T h ci c e t n t w it h t h p
r us s u d h d d w n t t h min e ow er a ra ou e er s

as n m nt f m o a t lk in
ou
g c l d h v d n T h p in
o er e a ou a e o e . e su er
 T HE IN TE R VI E W 275

t end ent , t wo b l ast i ng f o r emen a nd a c ou

p l e of b l a st e r s st o o d
in a c i cl
yeing sa mp es o f t h e myst er io u s g r a ins, sme in
r e e l g ll
t h em a nd r ubbing t h em b e t w eent h eir fing ers, w h i e t h ey list ened l
w it h t he rapt at t ent ion o f so ma ny Amer i c a n D ist r ic t Tl e e~

ra
g p h m e ssen er s t a in int h e st u n
g g t k
s o f a st r eet f a er k .

“
T h e b est o f a ll is, t h e sa esma n ment io ne d asu a y,
”
l c ll “
t he
st u ff is so ch ea p , w e ll b
’
e ab e l to und e r sell t h e st r o ng est d yna
mit e by $ 1 0 a t o n; a nd f or st r en t h — w ell , o u ll see a f t e r
’
as
g y
v
t h ey e fi r ed d o w n b e o w
’
l .
”

T he nt end ent inv it ed t h e sa l esma n t o t h e o ffi c e nea r

su p er i

t h e h ea d h o u se a nd fr o m t h e r e h e c a ll ed u p t h e g ene ra l ma n ag er

o n t h e t el e h o n Th is new pow d er ma n u p h e r e h a s some

“
e
p .

t h in g y ou w an t t o see fo r yo u r sel f W h a t ? Y es ; w o r t h l o o k .

ing a t a ll r ig h t W e ar e g o ing t o fi r e in ab o u t a n h o u r
.
”
.

Wh en t h e g enera l mana g er c a me t h e sal esma n h a d t o re

p ea t h is e x p er iment for h is b enefi t ; a nd fi na ll y w h en t h e bl a st ,

w a s fi r ed t h e men o n t o p o f t h e min e e xc h a n ed g l a n c es T h e
, g .

g r o u nd h a d l u r c h ed b ene a t h t h e ir fee t w it h a sh a r p n ess t h a t

w a s p r o misin g R ig h t a f t er t h e b l a st t h e sa l esma n a nd h is
.

a ssist a n t st a r t ed fo r t h e b u ck et t o in s e c t t h e e x e c u t io n; b u t
p
t h e min er s w o u l d n o t fo ll o w .

“
You ll be o v e r c ome by t h e fu mes, a bl a st ing f o rema n
’

w a rn ed .

“
No t w it h t h is p o w d er I t h a s no fu mes t o it — no t h ing b u t
.

, l ig h t smo k e t h e sa l esma n a n t il h e
sw er e d ; b u t n ot u n
”
a t h in ,

an d h is ma nr ea p pe a red w o u l d t h e o t h e rs v ent u re d o w n W h en .

t h ey sa w , t h ey l a u g h ed so sa t isfa c t o ry w a s t h e e x e c u t io n
, .

T h at e v ening t h e sa l esman let h is a ssist a nt d riv e t h e su r rey

d ow n t h e h ill w h il e h e h imsel f w e nt h o me in t h e g ene ra l ma n
g e r s a u t o mobil e d u r in w h ic h r id e h e s p o k e o f
p r ice s t e r ms
’
a
g , ,

an d d isc o u nt s F o ll o w ing d in
. ne r t h a t nig h t t h e g e ne r a l ma n ,

a er c a me t o t h e o in t
g p .

“
My p rese nt c o nt ra c t h a s a no t h e r s ix w ee k s t o r u n, h e ”

sa id .

“
Aft e r t h at I t h in k I ll ’
u se yo u r p ow de r . Se nd me o ne
t h o u sa nd po u nds o f it f o r fu r t h e r t r ia l; a nd if it beh a v es as it
d id t o d a y, t h e c o nt ra c t is y o u rs.
”
276 SE LLING
62 C nd n
. o fi e ce t h ree w a ys — T h e tru e s al e sm an will
h av e struck a not e f confid enc at t h e v e ry out s et f t h e
o e o

i nt e rvi w As h s b eene xpl i ned confid ence must per

e . a a ,

v ad e t h e i nt rvi ew nd gro w as t h e s al e d ev elo ps Th e

e a .

prosp e ct must be confid nt th at t h e goods will me suree a

up to t h e s mpl e and must h ave confid enc e int h e s al s

a e

m ans st at em ents as t o t h e uns e en qu li t y f his com

’
a o

modit y T h e s l e sm anwill h av e cr e t e d and incr e s d

. a a a e

this confid enc e by r eas on o f his p rs on li t y his k n wl e a , o

e dg e f his busi n ss his c ons e rv tiv e st at em ents and by

o e ,
a ,

his dignity simplicity fr ankness si nc eri t y and e rne st

, , , a

n ess B f or i nt e res t c nbe d e v l p ed i nt o d e sire t h

. e e a e o , e

buy er must h av e confid enc e int h e s al esm an int h e goods , ,

an d in t h e h ous e b ehind t h em .
 C H APTER V

TH E SELLI NG P ROCESS—AG REEMENT

63 M eet ing object ions — D u ring t h e progr e ss of t h e
. .

s elling t alk occasi on al doubts qu estions or conditions

, , ,

e i t h er r eason ed or unreason d are practic ally certain t oe ,

aris e ,an d th es e must be r emov ed b e fo r e int er e st can

be rip en ed into d e sir e T h e c aus e of s al esm anship r e
.

ceive d a s e v e r e s etb ack wh e n th e s e m e nt al conditions o n

t h e p art of t h e p rosp ect w e r e t e rm e d o bj e ctions ; and an

e v e n wors e s etb a ck wh e n t h e s al e sm n s m e t h o ds of
’
a

m eeting th em w ere c all ed ar g um ents T h e t erm us ed .

by psychol o gists to d esi g n at e any gr ad ati on of m en t al

c ondi t i o n which Oppos e s a m ental impulse to acti on is
“
i nhibi t ion or inhibiti ng th ought
”
W e sh all u se th a t .
”

t erm h ere to d enot e a m e nt al condition which pre vents a

prosp ect from buying for whil e t h e so c alled obj ectio ns
,
-

of t h e prosp ect are som etime s d ecid e d obj ections to t h e

proposi t ion pre s ented th ey are more o fte n hon e st qu e s
,

ti ons and slight doubts which t h e pro sp ect himse lf is

c onfid ent t h e s al e sm an will cl e ar up Argum ent sug .

ge sts fight but r em ovi ng inh ibitions is m erely an oth e r

,

c ase o f swinging t h e pro sp ect from his point of vi ew t o

t h e s al esm a n s— a sm ll s al e w ithin t h e big o n

’
a e .

64 An
. t ag o nism or a friend ly g et t og e t h er —J K -
. . .

F r a s er vice pr e sid ent Bl ackm an R oss C omp any s ays

,
-

,
-

in P rint er s I nk ’

T he ne w s a es l x c
ma n e pe t s t h e b u ye r t o o ppo se h im H is .

at t it ude h ow s
s it . onC c l
s io u s
y o r un o n s io u scy h e
p u t s ach ip l c
27 7
27 8 SE LLING
o n h is sh ou l d er Th e pro spect ive purc h aser see s it
. Ou r n ew .

sa l esm ans t al k t h e n h as a d o ub l e b u r den — it must ro e rl

’

p p y
p resen t t h e g o o d s h e is sell ing ; it mu st o v e r c o me t h e a n t ag on ism
c r eat ed by h is ow nfi g h t ing a t t it u d e I f t h e p r o sp ec t iv e buyer
.

w il l t a lk a t al l insel f— d e fense h is t a lk s a r e a nt a g onist ic I nt h e .

fa c e o f t his o u r new sa l esma n c omes a h e a d w it h f a c t s fi g u r es ,

an d l og ic T h ey t ell t h e st ory bu t t h ey d ont ch ang e t h e ’

.
,

a t t it u d e . F ew menw ill bu y u nt il t h a t a t t it u d e is c h ang ed A] .

mo st inv a r iab l y sa l es r esul t f r o m a f r iend l y g et t og et h er -

.

Ar g u ment s a r e ne c essa ry bu t t h ey a r e eff e c t iv e onl y so f a r

,

as t he
y h a r mo n iz e w it h a f r ien d l y int e r v iew I f t h ey a r e u sed.

t o c r eat e a st an d o ff a t t it u d e t h ey d efea t t h emselv es

-
.

65 Ant icip a t ing t h e

. object io n
T h e be st w ay to .
-

v
o e rcom e aninhibiti o n ob j e ctio n or ,
e xcus e— c all it wh at

ou will — is t o an ticip at e it an d in t his w a

y if possibl e
y , ,

see th at it n eve r ob t r ud e s i n to t h e s al es t alk at all A .

th ought th at is expr e ssed is h arder t o ch ang e th an a

silent thought b ec aus e t h e prosp ect h as put himsel f on
r ecord and will not lik e t o rec ed e from his p osi t i on This .

di ffi cul t y may r e adily be prev ented Through c ontinu al .

pr es enti ng of a p articul ar propositi on t h e s al esman t o , ,

g eth er wi t h his colleagu e s in t h e s ame organiz ation will ,

discov er th at c ert ain points aris e in practically ev e ry

c anv ass Th es e are st ock obj ections so t o sp eak T h e
.
, .

s al esm an builds his pr esent ationso as to anticip at e th em .

O t h ers l ess c omm on are fo und to be p eculi ar to ce rtain

, ,

typ e s of pro sp ects T h e s al esm anpr ep ares e ff ective an

.

sw e s to th e se an
r d w eav e s the m i nt o his t alk wh er e h e

e xp e cts th em t o c om e up By adr o it qu estioning and

.

by cl os e analysis of t h e pr o sp ect s re m arks duri ng t h e ’

i ntervi ew t h e s al esm an tri es to disc ov er any inhibiting

,

th oughts in t h e prosp ect s mi nd a s h e pro ceeds with his

’

present ation I t will be f ound th at with r are excep

.
,

t i ons obj ections t o an

, y sp e cific prop o siti o n ar e not
pé
 AG R E E M E N T 27 9

cu l iar to i nd ividu l pr osp ect U su ally th ey are old

t he a .

o pp on ents w h o m t h e s alesm an lo oks for and is pr p are d e

t o an t icip at e .

6 6 W h ent o men
. t io np iee
r — Price t h e m o s t comm on .
,

an d f ormid bl e inhibitio nm pr actic ally e v ery li ne is n

a , a

t icip at e d by avoidi ng all m en ti ono f pric e u ntil t h e qu ali t y

an d w o rth o f t h e articl e or p o ssibl e profit s f rom it s r e ,

s ale are firmly e stablish ed and v ery cl ear in t h e mind

,

o f t h e pr o sp e ct This is so imp ort ant th t pric e except

. a ,

in r ar e inst anc e s sh oul d not b e m enti one d early in t h e

,

pres ent tion ev en in respons e t o t h e d e finit e qu esti ono f

a

t h e pr o sp e ct Th e sp e ci alty s al e sm ans r eply to th t

’
. a

qu e sti on if it c am e u p b efore h e w as r eady for it migh t

, ,

b e : L t us d ecid e wh eth er you w ant this first Th enw e

“
e .

will t alk pric e I thi nk I canput it withi nyour reach

. .
”

Th e n h e would slip quickly b ack t o his pres ent ati on A .

s al sm anw h o pr es ent ed a prop si t i o nf o t h e h andling

e o r

o f cig rs in drug s t or e s
a w h ich i nvolv e d t h e buyi ng o f,

e xt e nsiv e fixtur e s w a s o ft ena sk ed : W ell wh at is t h e “

, ,

exp en s e of all this ? H is re ply w as : This is not an

” “

e xp en s e at all M r Prosp e ct You may exp ec t a big

, . .

i ncreas e in y our pro fits f ro m it This w ould fo r st all . e

t h e pric e qu e sti o n until h e w a s r e ady f r it T h e id eal o .

t im e t o m e n ti o n pric e is wh en af t er t h e pre s ent ati o n t h e , ,

prosp ect s d esire is so strong th at h e asks t h e p ric e

’
.

67 T he u n reaso n ed in h ibit io n— I t h as bee n sug

g ested th at inhibitio ns may be unr e s o ned T h at is t h e a . .

prosp ect hims elf may h av e no cl ear id ea o f why h d s e oe

not d e sire t h e s al esm ans pro p o siti n T h s ale sm a n

’
o . e

must m anoeuv e r h e re t m ak e t h pr spect conce ntrate o e o

su ffi cie nt ly t bring t h e i nhibiting th ught t a focus ;

o o o

an d sh ould en d e av r t o licit fr m t h e pr s p ct s me
o e o o e o

e xpr e ssi n th t will giv e him a cl u e

o a I t is p ossibl e to .

r emov e a c onsci ous r eas n e d i nhibiti n but an u nfor ,

o o
28 0 SE LLING
mul at ed o ne is oft en b ey ond t he contr o l of t he s al e s
m an .

68 . T act inopp o sin g t h e p r o sp ect — D espit e all th at

e v n
e t h e b e s t s al e sm an can d o , d o ubts or e xcus e s will
s ometim e s be vo ic ed Th e n ther e is d anger f . o killi ng
t h e pr sp c t s id ea t oo quickly I t humili at e s a m an
’
o e .

t o h av e t h e props rud ely kick ed out fr om und e r a s t t e a

m ent t h at h e h as adv anc ed as s ound Wh ent h e s al es .

manwi ns su eh u t and u t argum ent or oth erwis e h umili

o - -
o

at e s t h e pr o sp c t h e usu ally l o s s
e s al e e a .

T h e s al e sm a n r ath r g t s b e sid e him ru ns l ong with

e e , a

h im for a whil e and t h engradu ally swings h im r ou nd ; a

th re is no h e d ou c llisi n H is gl ad t h e pr osp ect

e a -

o o . e

m entione d th at poi nt H e h e sit at s— it is s om et hing. e

new s om ethi ng i ng eni ous t h at t h e o rdi nary ru nof pr o s

,

p eets would not thi nk of H e can see t h at t h ere may .

b e s om et hi ng init And th en h e mildly w ond ers wh th e r

. e

this p oi nt or t h at p oi nt which p ssibly t h e pro sp ect may o

h ave o v erlook ed would not m o di f y t h e p oi nt inqu esti on

,
.
.

And t h e n t h e pr o sp ec t b egi ns t o disc o v er nsw e rs t his a o

ow n o bj e cti o n s nd ends up by tryi ng t o pr v e t o t h e

a o

s al esm a n j ust why his origi nal p i nt w as u ns ound o .

Ev ery st at m ent m ad e h o w ev er h as b een p o si t iv e no

e , ,

m t t e r how s o ftly i nsi nu at d T h e s al esm anh as st art ed

a e .

first with s t at em nts with which t h e prosp ect must gr ee

e a

an d h a s st o pp e d j ust at t h e p o i nt wh er t h prosp ect e e

will b egi nt o disc ov er thi ngs f or hims elf .

69 F au l t y p resen
. t t io n cr ea t es in h ibit ion
a s — It is
p ossibl e to create i nhibit ory th oughts in t h e mi nd of t h e
prosp ect by t h e m eth ods us ed or st at em ents m ad e duri ng
t h e pr es en t ati on A spe ci alty s al esm an is lik ely t o em
.

p h a si e t h e big
z us e rs o f his product t o such ane xt en t th at

t h e sm all busin e ss manto wh om h e is t alking will com e

to t h e conclusi on th at only big busi ne ss mencanu se t h e
 AG REE M E N T 28 1

product to a dvant a ge A stapl e s alesm an can m ake

.

such a poi nt of high qu ality wit h t h e groc e r inanordi

n ry ne ighborhoo d th at his pro sp ect will c om e t o t h e con
a

elusion th at t h e articl e would move o n ly in w ealthy com

mu nit ies Anautom obil e s l e sm an w h o end eavor ed to
. a ,

show his prosp ect th at h e h ad p erfect contro l o f his

m achin e at high sp eed on crowd e d F ift h Av enue w as ,

s t opp ed by a traffi c polic em an and s erve d with a sum

mo ns to app ear in court next morning on a ch arge
of r eckl ess sp eeding T h e occurrence spoil ed t h e
.

s al e.

T h e sugg estion to buy a product be ca u se subst anti a l

men in t h e community h av e bought it will of t e n b e a
strong i nce ntiv e to action for t h e young fellow ; to t h e
man who v alu es ind ep e nd enc e highl y and w h o th inks
h e p oss e sses individu ali t y t h e sugg e sti o n m ay b e ob nox
i ous u nl ess v ery gr adu ally intr o duc ed N e gativ e sug
, .

ge stions h ave no pl ace in t h e s elling t alk .

70 D a in r and ind e e nd ence — S om e tim e s a bit of

.
g p
d aring at this point is a short cut to t h e ord e r H ugh .

C h alm e rs t lls h ow h e w a s onc e s en t t o s ell a c ash re gist e r

e

t o a typic al h ard custom e r At t h e end o f t h e s elling

”
.

t alk t h e prosp ect s aid rising as th ough to e nd t h e inte r

, ,

vie w : Your propositio nis all right but it costs too much
money . M r C h almers r e pli e d QT h at 13 anobj ection
. .
'

w e oft e n h ear You know t h e s elli ng polici e s of my

.

comp any w ell en ough to kn ow t h at I h ave be nsupplie d e

wi t h more th an fift y answ e rs to th at o ne obj ection and

you h av e list en ed to me l ong enough t o kno w th at I
kn ow ev ery one of thos e answers Th ey are so force ful
.

th at th ey w ould convinc e any man N ow I can u se .

,

th es e argum ents h e r e and g e t your ord er but it w ill ta ke

me two hours t o d it Your tim e is wort h some thi ng
o .
,

w hyn o t signnow ? This w s cle ver a nd p rov ed success

”
a
28 2 SE LLING
f ul in t his p articul ar c as e I t would be d ngerous . a ,

h ow ev e r u nl e ss t h e s l esm anw r e sur e f his pr o sp ect

, a e o .

An ind ep end ent atti t ud e whe re it can be s afely and ,

e ff e c t iv ely a ssum ed is a pow erful w eapon wi t h which

,

t o m ak e t h e pro sp ect forg et his d o ub t s or e xc s s a n d u e

leant h e s al e sm ans w y Our exclusive agency mano f

’
a .

t h e key ri n gs referred t o in t h e previ ous ch apter met

m ost obj e cti ons t o his e xclusive agency pl an in som ewh at
this m anner : N ow M r D eale r w e d ont argu e this
“
, .
,
’

prop o sition at all I am h ere m er ely to expl ai nit t o you

.
,

t o answ e r an y qu e sti on s th a t m ay occur to y ou to g e t ,

y our opi ni on and if t h e prep sit ionas I d escrib e it ap

, , o

p eals t o you t o allow you to h ave t h e e xclusiv e agency

,

in this t own for th es e goods I f wh enI am t hrough .

-

, ,

o u d o n t c a r e t o acc ept t h e pr op o si t io n all w ll an

’

y d , e

good I sh all simply h ave to go over this grou nd a g in

. a

wi t h one of t h e oth er h ardware men This cour t eously .

”

i nd p end ent attitud e wh ere it canbe assum ed is j ust as

e , ,

e ff c t iv e a s o ve r an
e xi ety is w eak
-
.

7 1 D iscu sin
s co m e t it o rs oo d s — Th e r e is an ol d
’
.
g p g
s ayi ng t o t h e eff ect th t if y our comp et it or t alks ab ou t
a

ou put him o nyour p ayroll I t m a t t rs littl e wh e th er

y ,
e .

wh at h e s ys is favorabl e or unfav orable put h im on

a ,

a nyhow . This w ould i ndic at e th at a s al esm an should

a void b e ing dr awn i n t o con t ro v ersy re g ardi ng his com
p etitors goods H e should know all bout th em th ir
’
. a , e

st rong p o i nt s and th e ir w eak poi nts so t h at h e may m eet ,

the s e thi ngs i ndire ctly in his pr es ent at i on A succe ssful .

dryg oods m anh as this answer t o r em arks about compet

ing li ne s : T h e comp any I am wi t h puts ou t t h e b es t li n
“
e

in this cou ntry I f I th ought th ere w as a b et ter one I

.
,

should be c arryi ng it and w it h my record I should h av e

—
no trouble m aki ng t h e ch ange Unt il I h ave ch anged .

you may b e sure th at I h ave b een u nabl e t o loc at e a li ne

 AG REE M E N T 283

th at is b ett er th an min e And h e may go on t o say a

.

f ew thi ngs about his comp any and his m ethods th at will
cli nch t h at id ea in t h e mind of t h e prosp ect I t is b est .

not to dis cuss comp etito rs goods ’

.

7 2 M in imizin o b io n — A ft er all is s ai d a n
.
g j ec t s d
don e t h e s al esm an must r ealize th at som e criticisms are
,

j ust idly v o iced and will quickly f ad e from t h e mind of

t h e prospe ct if t h e s al e sm a n m er ely ig n o r e s an d forg ets
th em I f on t h e oth er h and h e m akes a moun t ain ou t
.
, ,

of a mol e hill t h e pro sp ect will undoubt edly d o t h e s am e .

T h e s al e sm a n will l e arn t o disce rn t h e Opi nio ninwhich

t h e pr o sp e c t hims elf do e s not r eally b eli e v e an d to tr eat
,

it acco rdi ngly .

7 3 . D e si r e —
. D e sir e as a d ev elopm ent of t h e s al e
, ,

m eans a w ant su fficie ntly strong ont h e p art o f t h e pros

p eet to prompt t h e purch as e— t o ow n t h e goods All .

through t h e i ntervi ew th ere will h av e b een running

through t h e prosp ect s mind som e such sub co nscious
’
-

que stion s C an I aff ord to sp end t h e money for t h e

a ,
“

v alu e and advant a g es o ff ere d ? To creat e d es ire m eans

”

t o rous e in t h e prosp e ct s mi n d anemph atic answer ing

’

“
y e s
”
— strong e n o ugh to d e v e lop t h e impuls e to r e a ch
for a penand sign t h e ord e r if th at fo rm ality be neces
,

s ary This presuppos es of cours e th at all inhibiting

.
, ,

th ughts h ave b ee n remov ed or ove rcom e

o .

A s al esm an may f eel quit e sure h e is holding a m an s

’

att enti o n; h e may say t o h ims e lf I h av e his int rest

“ ”
, e

but w h o cansay with any amount of assurance : I h ave “

succ essfully remov ed ev ery i nhibiting factor and I h ave

created d esire ? W e sh all see th t l ng ft e r w e h av e
”
a , o a

b e gun o u r cl o si ng t actics w e are still t e sti ng for inhibit

,

in g f a ct o rs : th e r e is still a p sibility
os o f t h e pr o sp e ct s ’

drawi ng b ck H e w h o co uld in ev e ry ca s e se nse t h e

a . , ,

p articul ar m om ent wh e n d esire h as bee n created would ,

28 41 SE LLING
i nd ee d b e a sup er -

s alesm an for this is t h e psychologic al

,

m om ent .
”

nd t h e This d oes not t it u d e —

“ ”
74 . D esire a
you at .

m ean th at th ere are no w ell d efi ned methods of cr eat i ng

-

a d e sir e upon t h e p ar t o f t h e pr o sp e ct H ere ag ai n w e .

,

com e to t h e impor t ance of t h e you attit ude Th ere is “ ”

.

on e gr eat pri n cipl e und erlyi ng t h e cr eat i o n o f d esire f rom

which sp eci l m ethods canb e w o rk e d out int h e cas e o f
a

an p articul ar c omm o dity ; show t h e prospe ct h ow h e will

y
pr ofit by t h e purch as e ; show j ust why h e c annot aff rd o

not to sp end t h e mon ey for t h e v alu e and adv ant ag es

“

o ff er e d
”
.

I n applyi ng this principl e t h e grocery or drygoods ,

s al esm an aft e r h e h as i nt ere st e d his pr osp ect in t h e qu l

,
a

ity of t h e g oods and i ncr e s ed th t int ere st by p oi nt ing

a a

out how r eadily th ey may b e s old will p aint a pict ur e of ,

t h e r apidity wi t h which t h e g o ods will mov e an d will

t alk in t erms o f doll ars and c ents and pr ofits This will .

be so e v en th ough h e is end eav ori ng t o st o ck t h e d eal e r

up with a br and e d s t apl e onwhich t h e pr ofit is sm all er
th anon t h e line t h e prosp c t now c arri es F or h ere h e
e .

—
wi l l t alk t h e i ndirect pro fit in h andli ng t h e li ne t h e f ct a

th at p eopl e will stop in f or t h at p art icul ar thi ng and

r em ain to m ak e oth e r purch as e s ; or h e may point ou t
th at while t h e pro fit per u nit is sm all er t h e total profit is
'

l arg er be caus e of t h e quicker turnov er .

A v acuum cl eaner s al esm an h ad s e cur e d t h e att enti o n

an d arous e d t h e i nt er est of bo th t h hous ew if e and h er e

husb and by discoursi ng on t h e sup eri ority of v acu um

cl ean ers showi ng by anactu al d em onstr ati on wh at t h e
,

m achin e c ould do nd poi nt ing ou t t h e conv eni enc e and

,
a

sup eri ority of his p art icul ar m chi ne H e th enabru ptly a .

put t h e m achi ne asid e pu t aw ay all lit er tur e as t o it s

,
a

m ech anical d et ails and l eani ng forw ard s aid : N ow

, , ,
“
,
 AGR EE M E N T 28 5

M rs . Brown it is not r e ally a vacuum cleani ng m ach ine

,

th at I am asking you t o buy I am asking you t o buy

.

anhour a d ay f or t h e r es t of your lif e I am asking you .

to buy t h e tim e to g et out aft ern oon s —to t ak e in a

m at i née on W ednesd y— and stil l keep your h om e just
a

a s n eat an d cl eana s it is now And th e n h e got in a

m ast er strok Turni ng to t h e husb and h e s aid : And
e. ,

y o u c n
a thro w a sid e y o ur irks o m e old whisk broom t o o , ,

an d g o out e a ch m o rni ng brush e d by v cuum This ”

a .
,

in a ddit i o n t o sh owing t h e a dv ant g es w as such a , a

vivid app e al to t h e im agi nation th at h e cr eate d a ,

d esire not for t h e m achin e its elf but for th t h our a d y

, , a a

an d for t h e privil eg e of b e i ng brush e d by v acuum .

A writ er ondive rsifie d sci entific and busi ne ss sub j ects

w a s t elli ng why h e h ad b ought a childrens pictori al en ’

cycl op edi a Ev en though h e h ad no children h e h ad

.
,

b een i nter est ed in t h e s ale sm an s pres ent ati o n in a d e

’

t a h ed s o rt o f w ay
c . Th en t h e s al e sm an s w i t ch ed t o a
,

t alk ont h e adv ant age s of d epicti ng sci ent ific ph enomena
an d busi ne ss pr oc e ss e s by pictur e s an d sh o r t ea sily u n ,

d erst ood d e scripti ns r ath e r th an by t h e l ng and in

o ,
o

v olv ed d e scripti o n s comm o n t o t h e o rdin ary gr ow n ups “ ”

-

en cyclop edi a. W ould nt it be easy h e w ant ed t o k now

’
, ,

f o r t h e writ e r t o g et i nf o rm ati o n q uickly inthis m ann er

f o r his o w n a rticl e s ? H e clinch e d h is a rg um e nt by

sh o w i ng t h e e ntire st eel i ndustry fr m t h e digging of
,
o

t h e o re to t h e rolli n g of s t eel r ails picto ri ally d escribe d

, .

T h e auth o r s aid t h at a ft e r ru nning o v e r th e s e pictur e s

with t h e s al esm an h e u nd e rst ood t h e di ff erent pro ce sse s
,

in t h e m anufacture o f st eel more cl early th an ev e r b efore

an d right th ere h e d e cid e d th at t h e encyclop e di a w o uld
be a big adv ant a g e to him I t will b e s ee n th a t t h e s al e s
.

mancreat ed d e sir e by t h e s am e ld fo rmul a of showing

o

t h e prospe ct h o w h e w ould p ro fit by buying .

28 6 SE LLING
Th ere is a tim e worn but still v ery effective s aying
-

th t wh ena m nn eeds a thi ng h e p ays for it w h eth er h e

a a

buys it o not ; and this c nbe pplie d to alm o st any

r a a

prop osi t i on T h e adding typ ew ri t er s al e sm an prov e s

.

it by figuri ng t h e high r c o st of m ki ng ou t bills b t h e e a

y
pre s ent m ethod T h e brand ed s t apl e m an show s t h e
.

de aler th at h e will pay inl ost s al e s if h e d o s not st ock up e .

T h e exclusiv e ag ency man sh ow s t h at t h e d eal er will

los e profi t s t h at will go to his comp e t i t r T h e adver o .

t isin g s olicit o r shows t h at t h e m erch nt w h o n e e ds a

a dv e rtisi n g will pay for it m any t im s over in tr ade e

th at p ss es by his d oor T h e life i nsur anc e s olicito r

a .

will in t im at e t h t t h e f mily o f t h e manw h o needs in

a a

sur anc e nd doe s n t t k e it p ays t h e pr emium ft er

a o a , a

h e is g one Th es e ar e but vari ati ons o f t h e s elf i nt er “

-
.

est
”
pri ncipl e .

75 D esire ind ica t ed

.
— D esir e m ay be indic at e d by t h e
pr sp ect s aski ng t h e price o f t h e comm odit y o ff re d ; and
o
’
e

if in addit i on h e i nquires as t o t erms of p aym ent s h e is

, , ,

e vi n ci ng a m o st h eal t hy d esir e M o st s al esm en p arti en .

,

l a l y onsp e ci alty prop o si t i ons adjust t h ir pr e s ent ati ons

r , e

so a s t o bri n g ou t this pric e qu estionat t h e point at which

t h ey c lcul at e d esir e will h av e b ee n cr eat e d
a Wh at e v er .

t h e m anif e st at i on how e v er t h e ins t ant t h e s al e sm anh as

, ,

re ach ed t h e clim ax o f his adv nt age t alk is t h e tim e t o “

a
”

t ak t h e h az ard ont h e cl os ing t actics

e .

7 6 h
T e. cl os e — W e now c om e to t h e crux of t h e
wh ol e s al e—infact t h e crux of all s al esm anship I t is
,
.

t h e p oint too at which most of our f ailure s be com e ap

, ,

p arent at l east to ours elves W e may sit at t h e cl ose

,
.

of e ch d ay and pl an t h e work for t h e next ; w e

a

m y burn t h e mid night o il studyi ng our g oo ds ; w e

a

m y r ack ou r brains in an e ffort t o cl t h e u ni nt er e st

a o
 AG R E E M E N T 28 7

ing d etails with a g arment of im agin ativ e appe al ; w e

m ay sp end e ight hours d ay p a int ing b eauti ful w o rd
a

pictur es t num erous prospe cts ; but ou r w o rk will be

o

l arg ely w st ed or at l east will not bri ng u s t h e r su lts

a ,
e

it should if t h e s elli ng t alk do e s not h av e a cour ag eous

, ,

compe lli ng cl os e .

I f att ention h as b een d ev el o p ed into int ere st and if ,

inte r e st h as giv en pl ac e to d e sire t h e tim e t o clos e ,

th at o ft m ent ione d psychologic l mom nt h s arrived

-
a e — a .

F or this psychologic al m om ent m arks t h e m aximum

—
forc e of t h e buyi ng impuls e al l i nhibi t i ng though t s h ave
been subjugat ed and d esire is th en at its cre st I ts pres .

e nc e is s en s ed by som e m ore readily th an oth ers and ,

s ense d by all more easily in s om e c as e s th an in oth ers .

S om e profe ss t o know in e v e ry case j ust wh e n it a rriv e s ,

but t o do this would r equire readi ng t h e hum anm ind as

anop enbo ok an d nev er m king a mist ak e incl o si n
a g and ,

no s al esm an clos es ll t h e s ale s h e end eav o rs to clos e

a .

Wh e n w e say th at t h e psych ologic al mom ent h as

p ass ed w e m ean th at th ere h as b een int h e s ale a tim e
,

wh e n all inhibiti ng thoughts w ere remove d d e sire creat ed ,

an d t h e manm ad e r e ady for cl o sing but th at by cl umsy ,

closi ng t actics anawkward d el ay o r by t alki ng b ey ond

, ,

t h e point t h e prosp ect h as b ee n giv e n anOpp o rtunity to

,

cre ate a new set of i nhibi t i ons As o ne writ e r h as put .

it h e h as recov ered h is shi eld o f d oubt and sword Of dis

,

a gr eem ent an d put t h e s al e sm ant rout o .

7 7 S ecu rin
.
g d e cisio n — Wh eth e r. t h e psychologic a l
mome nt h as b een s ensed or on t h e oth er h and t h s al e s
, , , e

manm erely f eels th at h e may h av e creat e d d e sir t h e re e,

a re c er t a in closing t actics t b gon e thr o ugh

o T h e se
e .

co nsist l argely of wh t may be t erm e d t h e m ech anics of

a

cl si ng ; and th e s e m ech anics are b as ed on t h e law o f

o

po itive suggestion
s .
288 SE LLING
I n this connecti on it might be w ell to r emi nd t h e

r e d er once ag ai n th at at n p oi nt d o s t his t ex t b ook

a o e

vi ew t h e pr o sp ect as a victim t o be pl y e d up on by t h e a

s al sm n g ai ns t his b et t er i nt er e s t s And w e a e not

e e a . r

a b nd oning t h at at t i t ud e now I t is a p eculi r fact t h t

a . a a

ne ly all men e xc pt p erh aps t h e bigg st o f busin ess

ar , e e

e x cu t iv s ar e curse d t o s m e e x t e nt at l east wi t h ih
e e , ,
o ,

d ecisi on nd pr ocr sti nat i on Th ey g t h er all t h e es

a a . a

sen t ial p o i nt s on s ome pr op si t i on w igh t h em pro n d o ,

e a

co n an
— d t h n pu t t h e wh l thi ng o v e r u nt il t h m
e o e e or

r ow Th ey w ant t o t hi nk it ov er
. Th er e is a c n“
.
”
o

s t ant d ang er f o v r se lli ng c ert inm erch nts and t h e

o e -
a a ,

s al esm an sh ould scrupul usly av o id this Th ere r e o . a

m or e m erch ant s h ow ev er w h o d o not s e or t ke d van

, ,
e a a

t age Of th eir m erch ndisi ng o pp o r t u ni t i e s and w h o a

gr e t ly u nd er buy B e caus e t h s al sm ans tim e is val

a -
. e e
’

u bla an d b e c us e t h e pr osp ect w ill n v e r see t h e

e, a e

a dv a n t g s o f t h e pr op o si t i on m o r e cl arly t h n w h e n
a e e a

t h wh ol e pr op o si t i onis fr e sh in his mi nd n
e d t he s l s a a e

man is wi t h him t h e m anwho h as b een c o nv inced must

,

b f o rc d t o act — and t o act at o nc e

e e .

Exc ep t inextr em ly rare nd is ol at ed c ase s t h e s al e s

e a ,

m nn ed not f ea r th at his cl osing t c t ics no m at t er h ow

a e a ,

str ong or cl v er t h ey may be will l and an ord er if

e ,

his prosp e ct is nt c onvi nce d — w ill p e rsu ad e a man t o

o

sign w h o h as not b een c rri d t hr ough t h e ot h er st age s a e ,

i ncludi ng d e sir e T h e r e l p o i nt is t h at m any w h o h v e

. a a

b ee n c arri e d thr ough th es e previ ous st age s slip aw ay .

The y d esir e t o t hi nk it over Ev en t h e str onge st

“

s al esm en d o not cl os e ev ery s l wh er e th ey h v e br ough t a e a

t h e pr o sp e ct t o t h e p i nt o f d esir e A pr sp ec t carri e d
o . o

thus f r is a dist i nct ass et and t h e sal esm an should en

a

d eav or t o cl s e him o .

7 8 C ou rag e n
. d p osit ive s g g e
u a st io n— C our ag e is one .
 AG RE E M E N T 28 9

of big r equisites at t h e clos e T h e new s al e sm an

t he .
,

fe ri ng wh at t h e pro sp ect m ay think o f him c om s t

a , e o

a nawkw ard p ause a f t e r h e h as st t ed pric e s and t e rms a .

H e know s t h at t h e n ex t t hi ng h e ought t o d o is t o a ssum e

th t t h e pro sp ec t is goi ng t o buy and t o u se t h e m ech nics
a a

o f t h e clos e bu t h e l cks t h e n e rv e t o do it
, As a m at t r
a . e

o f fac t h e could w ell di smiss all f ear a s to wh at t h e

,

pro sp ect is thi nki ng Of him for inni ne c a s es o u t of t en ,

an d this is e sp ci ally t ru e if h e h as d mi nat e d t h e i nt er

e o

vi ew t h e prosp ect is t oo busy w ond eri ng w h t t h e s al e s

— a

m nthi nks of him t o t hink ny t hi ng himse l f ab ou t t h e

a a

s al esm an At any r at e t h e s l esm ng oe s through t h e

.
,
a a

m ech nics Of t h e cl o s e so Of t en t h t f t r a t im t h ey
a a a e e

b ec m e commonpl ace t o him nd cour ag e is thus in

o a

gr i ne d inhis n t ure
a a .

Th e succ e ss ful s l sm an a ssum e s qui t e natur ally th at

a e

t h e prosp ec t is g o i n g t o buy H e h as k pt him i nter . e

e st ed ll through t h e t alk ; t h e prosp e ct h s a gr ee d w i t h

a a

him duri ng t h e v ari ous s t ag s Of t h e p re s ent ti o n th at e a

e a ch p a rt Of his pr o posi t io n is g oo d ; t h e pr o sp e ct h s a

a cqui e sc d int h e adv ant ag e s o f t h e prop o si t i on Why

e .

—
no t e xp e ct t h e pr o sp ect t o d o t h e l gic l t hi ng buy ? o a

And si nc e r e ly e xp e cti ng him t o buy why not wri t

,
ut , e o

th e o rd r o r go aft er his d ecisi o n in s om e o t h e r w ay

e ,
?

H e h as w o rk e d t h prosp ect adro itly th ugh with ah e ,

o

s olut e f irness i nt o a p siti nwh re it is h a rd e r t o che k

a , o o e c

t h e s l esm a n th nt o g o o nan
a d c ompl ete t h e s al e
a T . o

buy is logic l ; not to d o so ill gic la ,

o a .

7 9 T e d ecis ono na m o p oi t prin

h
. i in
“
r n ciple — VV e
s aid th at ev ena t this p in t w are still t esti ng t fi nd o , e o

wh eth r this d esire h a r lly b ncreat ed B ec ause o f

e s ea ee .

his d oubt on this p i nt t h s l sm n c ann t risk a p i nto , e a e a o o

bl ank qu esti n D you w ant t h e g d ? th at might

o ,
“
o oo s
”

bri ng n qu ally p i nt bl ank re pl y N a nd cl se t he

a e
”
o ,
“
O, o

Il l —19
290 SE LLING
intervi ew T h e sal esm an pl ays eith er for a favor abl e
.
,

d ecision or for an opp o rtu nity to discov er and u se hi s

r es erv e t alk on any inhibi t ing th ough t th at may e xist .

H e w orks th er ef or e for a d e cisi on not on t h e m in

, , , a

issu e but on som e mino r poi nt

, .

Wh en t h e r et ail s al esm an h as c enter ed t h e att entio n

O f t h e prosp ect on on e p articul ar suit o f cl ot h e s an d f e ls e

th at d esire h as b een cr eat ed h e sugg ests t h e p o ssibili t y

,

o f m aki n g c ertai n slight lterations and if t h er e is no

a ,

o bj e cti o n voi ce d h e c all s t h e fitt e r

, V e ry Oft en h e c lls
.
,
a

t h e fi t t er m e r ely to find ou t wh et h er or n o t an y a l t e r ti n a o

will be n ec e ss ary merely as a subt erfuge to t ake advan

,

t a ge Of this mi n o r p o int principl e

“ ”
.

T h e st apl e s al sm an m ak e s a t e nt ativ e sugg e sti on a s

e

to an assortm ent or a sks t h e prosp ect h ow h e w ould

prefe r to h ave t h e goods shipp ed and immedi at ely fol ,

lows up th at qu e st i onwith a p o sitiv e sugg st i on s t o e a a

good w ay to ship thos e goods I f t h e prosp ect v oic s

. e

a ppr o v a l of his sugg e sti on it will b e s eent h at his d e cisi o n

,

ont h e m a i nissu e h a s vir t u ally b ee n clinch e d by a ski n g

his d ecisionon a mino r p oint Of cours e h e may r em ark
.
,

th at h e h as nt s aid t h t h e w ant ed it yet but int h at cas e

’
a , ,

t h e s al e sm an canexpr e ss surprise b e g his p ardon ask , ,

him why and strive for d esire a g i n wit h his r es e rve t alk
a , .

T h e v acuum cl ea n e r manm enti one d pr evi ously imm e ,

d iat el y af t e r m aki ng t h e st at em ent q u ot ed dr e w out his ,

r e gul ar orde r bl ank and s aid : Th e cost Of t his m achine

“

is $ 8 4 I pre sum e th at you woul d pre fer to gi ve me

1.

y our ch eck for t h e whol e amount nd h av e it ov er with a .

”

H ow els e canI p ay for it ? a ske d t h e manwho w as to

”

be brush e d by v acuum — and t h e d e cisi o n h ad b ee n se

cur ed ! Si gni ng t h e o rd r bl ank and arr anging for d e
e

livery b ec am e m ere m att ers Of d et ail .

80.
“ —
W rit ing ou t t h e ord er close Pr ob ably t h e
”
 AG R EE M E N T 29 1

b est clos ing man oeuvre b ec aus e it is most positive init s

,

suggestion is a ctu ally wr iting out t h e ord er bl ank L e t

,
.

us go ba ck once aga in to t h e e xclusiv e a gency man H e .

clos e s with : N ow to st art inon this proposition you ll

“
, ,
’

only ne — and b eg ins to write down on his ord er form

wh at t h e d eal er will n eed discoursing on t h e v irtu e s of ,

t h e goods as h e writ e s Th e drygoods sa le sm an be g ins

.

writing a te nta tiv e ord er including t h e numbers which ,

h av e p articu l arly i nt er e st ed t h e buyer insuch qu antiti e s

a s t h e s a le sm a n thinks t h e buy e r could u se th em F or .

som e r eason it is v e ry di ffi cult for t h e average mant o

,

int erru pt t h e s al esm an whil e h e is writi ng Th ere s ee ms .

,

too to be a ce rtain fascin ation about t h e proceeding th t

, , a

k eeps t h e prosp ect s mind follow i ng your p encil and

’

clinch es his d ecision to buy .

Sp eci alty mena re usu ally ad ept at this writ ing t h e

“

orde r fo rm of closi ng t h e s ale A v e ry succ essful and

”
.

high cl ass i nsu r ance man wh en h e t h inks t h e psych olo g i ,

cal mom ent h a s arriv e d spr ea ds his a pplica tion on t h e ,

pro sp e ct s d esk l eans ov er t ak e s t h e pros pect s pen dip s

’

, ,
’

it in t h e prosp ect s ink and hurri edly write s inon t h e

’

f orm of application t h e form of p olicy th at t h e p rospe ct

is goi ng to tak e T he n N ow sir wh at are your ini
.
,
“
, ,

t is l s F ew menwill r e fus e to giv e th e ir initi als I t is .

so h ard to do so without app eari ng discou rt e ous .

L e t s see you r e treasure r h e re a re yo u not ? a n

“ ’ ’

, d ,

th en without w aiti ng fo r ananswer Yes t r easu rer

, ,
“
, ,

an d down goe s t h e word tr easur e r an d t h e n am e Of t h e

comp any .

N ow wh ere sh all I s e nd t h e doctor to e x amin e you ?

“
,

H ere or to your r e sid ence ? and wi t hout w aiting for a ”

reply I shoul d suggest right h e re I t will nly ta ke a

,
“
. o

f ew minut es—say t omorrow at t w o ? And d own goes

t h e m emor andum of t h e hour of th e a p pointme nt .
ass SELL I N G

N ow sir you canm ake y our ch eck for t h e pr emium

, ,

p ayabl e to t h e comp any and I sh all pin it right to t his

a pplic at io n I l l giv e you a copy Of t his applicat ion by
’
.
,

t h e w ay And h e proc eeds to fi ll ou t a duplic ate appl i

.
”

cati onas t h e prosp ect r each es for his ch eek bo ok .

Th e str ong poi nts abou t this clos e are t h at t h e s al e s ,

man t ake s it f or gr ante d t h at t h e prosp ect is goi ng t o

apply for insur a nc e ; h e s ecure s t h e a ctiv e coop e r at i on

of t h e prosp ect infilling ou t t h e application; h e d oes not

a sk t h e pr o sp e ct to do an writing un t il t h e d ecision h a s
y
be enm ad e— by t h e s al esm an you will not i ce— and th en ,

t h e first thing h e h as to wri t e is his ch e ek ; answ ers to t h e

qu e sti o ns which might c aus e d eliber at ionor h e si t ation on
t h e p art of t h e prosp ect are not w ait e d f o r — d ecisi ons are
m ad e for him by t h es al e sm an Prob ably t h e m o st im .

port ant thing to be n ot ic ed about it is t h e assur ance and

p o is e it t ake s t o u se t h e m ethod .

81 Tu n r in oin t s of d ecisio n— A slight di ff r enc e

.
g p e

in a s al e sm ans t ac t ics at this p o int int h e s al e is lik ely

’

t o m ak e a l arg e diff e r e n c e int h e eff ect of his t alk A .

w ell known s al es m ana ge r who w as c oachi ng a new s al e s

maninfi eld w ork f ound it n ec e ss ary t o wri t e a sp e ci al
,

cl ause int o one p articul ar contract inord er t o r emov e an

o bje eti o n ont h e p art of a pr o sp ect H e wro t e t h e cl aus e .

i nt o t h e contract r ead it ov er c are ful ly t o t h e prosp ect

,

an d s aid : I gu e ss th a t fix e s you all right ont h at poi nt

“
,

d oesnt it ? T h e pr osp ect answ ere d promp t ly enough

’ ”

an d enthusi a stic ally e n ough t oo Y e s I thi nk it do e s

“
.
, , ,

T h e s al e s m ana g e r th er eupon h and e d t h e pr osp ect his

fount ain p enand s aid J ust sign y our n am e o nt his li ne
,
“
,

pl ea s e ”
. Th e prosp e ct t ook t h e p en h eld it abov e t h e ,

—
c ontract for a mom ent and th enput it d ow n N othi ng .

th at t h e m an ager h ad in his r es e rv e t alk c ould g et him

to t ak e it up a gai n T h e psychologic al m om ent h ad
. .
 AG RE E M E N T 293

p ass ed Wh en t h e two g ot outsid e t h e s al e s m an age r

. ,

turne d to t h e be gi nn e r and s aid : N ow how d o you sup “

,

pos I lost th at s l e
e
? aI f you will allow a sugg es
”

tion said t h e new s al esm an I sh ould say t h at if

, ,
“

a f t e r you s cur e d his a gr eem e nt t o t h e sp e ci a l cl aus e

e ,

inst ead of giving him t h e penand t elling him wh er e to

sign you h ad dr awn t h e c ontr act to you and ask ed N ow
, ,
‘
,

h ow sh all w e r out e t h e shipm ent M r: Prosp ect ? I think ,

’

h e w oul d h av e com e through T h e s al e s m anag er w h o

”
.

t old this story s aid th at t h e new s al e sm a n w as undoub t

edl y right T h e psychologic al mom ent is an unsta bl e
.

m ent al st at e and t h e s al e sm an must be al ert to see th at

,

t h e d ecisi o n swi ngs his w ay .

8 2 M ech an
. ical sch emes — T h er e are a numb e r of me
.

ch an ical tricks th at canbe work e d out a s aids in clos ing

an d th at fr e qu e ntly prov e quit e e ff e ctiv e Th er e is a .

v ery succ e ssful s al esm an in t h e So uth w h o c arri e s a n

en o rmous fou n t ai np enth at r es embl e s som e w h t w ar a a

club Any wri t i ng th at a s al esm an do es is a posi t iv e

.

suggesti on t o t h e prosp ect a nd creat es a d e sire f ai nt ,

th ough it may be o nt h e p art o f t h e pro sp ec t t w ri t e

, o

a ls o
. This s al esm a ncl aims h o w ev er th at t h e d sire t o
.
, ,
e

try o u t th at u nusu al l o ki ng pe nis w ell nigh irr esistibl

o -
e .

H e h as no troubl e ingetting t h pro sp ec t t o t ak e it in e

h and and try it ou t — o u t h e d otted li ne I t is h ard t . o

s y h o w tru e t his may b e a n

a d in this p a rticul a r c a s e
,

th er e is not t h l east doubt th at t h e s al e sm a n w o uld g et

e

big r esults without any penat all .

A story is t old of a s al e sm an s elli ng a sp eci alty t o re

t ail ers who w uld st and at ne o f t h e old style sl anting
, o o

d esks and aft e r h e h ad told his pros pect wh ere t sign

, o ,

w ould toss his p encil c arel e ssly up n t he d esk I mm ed i o .

a t ely it would b e gin to r oll d o wn t o t h e fl oo r but h e w ould ,

m ak e not t h e l east e ff o rt t o stop it Wh at m re n at u ral . o

294 SE LLING
th an th at t h e pro sp e ct him self shoul d stop it ? And 10 !
th ere h e w as with t h e p encil in his h and and r eady to
sign .

I t should b e und erstood th at th es e are m ere tricks ; th at

possibly if th ey w ere done t h e l east bit aw kwardly th ey
, ,

would ch eap en t h e s l e sm an in t h e eye o f t h e prosp ect ;

a

an d th a t m o st high cl ass sa l esm en g et al ong v ery w ell

-

w i th o ut th em .

N o s al esm an gets along well how eve r without strong

, ,

closing t actics o f s om e s o rt and with out cert ain d efinit e

m ech anic al mov es fo s ecuri ng t h e prosp ect s imme di ate
r
’

d ecisi on This wh ol e m att er Of t h e cl o se may be summ ed

.

up inone b asic principl e : m ak e d ecisions— do not m ere ly

e xp e ct th em
.
 C H APTER V I

UN DING
RO O UT TH E SA E L
83 . ncu rrence of buyer and seller Throughout
Co .
-

this discussionof t h e s elling proc e ss w e h ave k ept two

,

t hi ngs const antly in mi nd : t h e words and actions Of t h e

s al esm an and t h e r eaction Of t h e buyer to th es e words
,

De s w e

Cl o s e .

A t t it ud e

a nd ctions L et us end eavor to ch art th es e t w o

a .

ph as es of t h e s el ling proce ss and show th e i r conc ur

re nce .

T h e upp e r h alf of t h e accomp anyi n g di agr am re pre

sents t h e buye r ; t h e l wer h lf t h e s al esm an T he sa l es
o a .

29 5
29 6 SE LLING
m n s appro ach and i ntr oductory rem arks s ecure t h e
a
’

pr osp ect s att ention As h e pr o ceeds wit h his pr es en

’
.

t at io n an d d em onstr ati on a t t en t i on ch an
, g es t o ever
i ncr easi ng i nt er est T h e g ood s ale sm n wi l l h av e ap
. a

p ro ach e d his subj e ct fr o m t h e pr o sp ect s s t andp oi nt ’

righ t from t h e st art H e will r eturn t o this you at ti

.
“ ”

t ud e m o r e s t r ongly t h an ev er h o w ev r at t h e en , d o f his e ,

pr es ent at ion and d em onstrat i on I nte r est will t h ereby .

b rip ened into d e sir e

e C onfid enc e s t arti ng v ery e rly
.
, a

in t h e int ervi ew i ncr eas e s duri ng it s pr gr e ss u ntil at

,
o ,

t h e p o int of d e sir e it en tir ely bridge s t h e g ap b etw een

,

t h e buy e r s and s ell er s mi nd an d bl ends t h em h ar

’ ’

moniou sly F r o m this p oi nt t h

. s l sm an driv es e a e

sh arply— alb eit f airly— f or t h cl o s e nd t h e minds e , a

o f buye r an d s ell er m ee t at t h e point of compl et e d

s al e .

84 P ersist en
. ce of t e rig t kin
h h d — T o o m any s al e s
men l ack t h e right ki nd o f p ersis t nc Th ey pr e s ent e e .

th ir pr op ositi on in a m or e or l e ss s t r e t ype d f ashi on

e e o ,

an d b ec us e t h e pr o sp ect d o s not r esp ond imm e di t ely

,
a e a

wi t h his signatur e b ec om e discour g d and l eave him

, a e ,

wh en a littl e m or e ende av o r a littl e m or e judici us , o

“
worki ng w ould s ecur e an ord er and in s om e c s es
”
,
a ,

cr eate a p erm anen t cust om e r Th er e a e still mor e s ale s

. r

men wh o s e p ersist enc e b or e s and t ir e s t h e ir pr osp ects

wi t h out g e t t ing t h e s al e sm n anyw h r e T h e tr oubl e
, e e .

he r e is t h at usu ally t h e s al esm anh as all wed t h e pr os o

p eet t o come to a d fini t adv ers e d ecisi on nd is b t

e e, a a

t li mg to ch an ge it T h e r eally astu t e s al esm anpl ans his

.

t alk in such a m n ne r as t o pr e v ent noutrigh t adv ers e

a a

d ecisi on H e t ests ou t t o disc ov e r w h t h er i nhibi t i on

. e

h as b een r em ov e d and d esir e cr eat e d H e t h en le ads .

up to t h cl o s e I f at t his poi nt h e finds som e i nhibit

e .

ing thought still in t h e prospe ct s mi nd h e striv e s onc

’

,
e
 RO UN DING OU T T HE SA E L 297

a g ain to cr eat e d e sir e I n o t h er words h e fi nds tha t t h e

.
,

psychol ogic al moment h as not quit e arriv ed Wh enh e .

ag ai n thi n ks th at t h e prospe ct is re ady h e l e ads b ack ,

to t h e clos on a new t ack And unl e ss h e s ees quite

e .
,

cl early th at furth er p ersist enc e at th at p articul ar tim e

would not r e sult in an ord er and might d e stroy all
ch ance o f s ecuri ng one in t h future h e c o nt i nu e s to e ,

m anoeuvr e unt il h is eff o rt s are cr o wned with succe ss or

his r es erve t alk is exh aust ed Th at is p ersistenc e of t h e.

right kind .

8 5 I ll h u mo r u n
.
-
s o r t sman
p l ike — Abov e all a n dis
y ,

pl ay of p ee vish ness o r t emp er at t h e cl os e ont he p rt a

of t h e s al esm an is u np ardo nabl e T h e prosp ect is a .

r eas onabl e b ei ng pr esum ably poss ess ed Of sound j udg

,

m ent H e must b e credi t ed with t h e abi li t y to d ecid e

.

for hims elf and with cl ear k nowl edge o f j ust wh at h e

w ants T O t ll him th at his j udgm ent is e xtrem ely
. e

bad may eas e t h e dis appoi nt ed s al e sm ans mi n d but it ’

is not to b e exp ecte d th at t h e prosp ec t will agree with

an y such criticism .

F urth ermor e s elli ng is a cl ean f ascin ating g am e in

, , ,

which t h e mi nd o f s al e sm an and pr spe ct move and o

c ou nt er m ove fo r suprem cy Any displ ay of ill h u a .

-

mor is j us t a s u nsportsm a nlik e as it w o u ld be a t t en nis

'

or b as eb all or p ol o A s ale sm an w h o w as trying t o r ent

.

b o ths fo r an exposition w as c anv assing a fi rm w hich

o

h d pl ac ed anexhibit at a previ ous sm all e r exp o siti o n

a
, .

Th e fi rm s r epre s e nt ativ e h ad b ee n f air e n ough t o t e ll

’

t h e s al e sm an th at t h e fi r m s e xh ibit at t h e pre vi us e x
’
o

positi o n h ad b een d u e e ntirely t a d e sire to l end it s o

support to a ne w mov eme nt and h ad no t ho w n a p rofit s .

H e furth e r poi nt e d out th a t t h e cl a ss o f p eo pl who e

would be attr act ed to this ne w e xpositi n w as no t th at o ,

to which his conce rn s g ood s app eal ed F o r th es e two

’
.
29 8 SE LLIN G
s ou nd reasons t h e de cision w as advers e Oh well t h e .
, ,

s alesm an fl ar ed up of cours e if you re foolish enough

,
“
,
’

to sp end mon ey on anexhibit at a di nky e xposit ion like

th at l ast one and th en r efus e to sign up for th is why I m ,
’

s o rry for you Th at s all I cansay .

’
.
”

Poor sportsm anship as we ll as p oor s al esm anship Al l .

ch anc e o f ch anging th at pro spe ct s mind as well as al l ’

ch ance Of getti ng any c o op erat i o n fr m him w as th en o

l st Th er e may h ave b ee n s om e v ery good r eason why

o .

th at firm would h av e d one we ll to exhibit but t h e s al e s ,

manm ad e no att empt to m ak e th at r eason cl ear T h e .

s al esm an sh ould al w ays h ear in mind th at t h e prosp ect s ’

s ourc e o f inform ation ab out t h e propositionis t h e s al es

man hims elf I f h e r em ains cold or luk ew arm th er e
.

fore t h e s al esm an sh ould t ak e t h e bl ame to hims elf and

,

e nd eav o r t o ch ang e t h e attitud e .

8 6 Aft er t h e sal e — V e ry o ft e n afte r t h e s al e h as

. .

b een m ad e t h e o rd er sign ed and t h e s al esm an gone a

, ,

re acti n o ccurs int h e buyer s mi nd I n t h e v ery n at ur e

o
’
.

o f t hings h e b ought at t h e high est poi n

, t o f ent husi asm .

With th at enthusi asm dyi ng down and t h e domin ati on

of t h e s al esm an r emov ed t h e old Obj ecti ons aris e and ,

c onfr ont him onc e more T h e s alesm ans r epli es t o .

’

th e s e Obj eeti ons h ave l o st som e of t h eir forc e I nshort . ,

h e b e gi ns to doubt t h e wisdom o f his purch as e He .

n ee ds strong r eassur anc e or t h er e is d anger of a c anc l e

l ation I f one o f his big Obj ections t o buyi ng w as t h at

.

h e w as Ov erstock e d on t h e p articul ar lin e of goo ds o f

fe ed t h e s al esm an a ft e r t h e ord e r is t ak e n sh ould r e
r ,

c apitu l at e to him t h e pl ans propos ed for mo ving it I f .

ane xclusiv e a g ency h as b ee n t ak enor if a p ie c e of r ea l

e st at e h as be e n b ought t h e r em embr anc e th at an ,

oth er

p arty w as afte r it and stood r e ady to sign if anoppo r

t un it y O ff er ed will do much to r eassur e t h e w av eri ng

,
 RO UN DING OU T T HE SA E L 9

purch as er I f th er e is lit erature which d escribe s t h e

.

proposition t h e s ale sm an sh ould l eave it wi t h t h e buye r

,
.

O nce t h e buyer h as und ergone this reaction and em erged

from it r eassured it is a psychologic al fact th at th ere is
,

v ery little ch anc e Of a subsequ ent ch ange in his attitud e .

8 7 F u rn
. ishin g h elp f u l d et ails — F urth e rmor e th e r e
.
,

is a gr eat d eal of d et ail ed inform ation which t h e buyer

should h av e about wh at eve r h e bought but which would
s eriously confus e t h e pre s ent ation T h e t im e to go into .

th e s e m att ers is a ft er t h e ord er h as b een clos e d and it

should th e n be don e fully Of cours e wh enanarticl e is
.
,

to be r es old a great d eal Of e xpl an ati o n will b e n eed ed

, .

T h e d eal e r must kn o w why h e b ought so t h a t h e may

know h ow to s ell M ost Of thi s expl anati o n canbe s aved
.

to adv ant age until t h e s al e is conclud ed I t may s ee m .

to t he manw h o h as n eve r sold th at no int elligent p er

son will buy b efo r e h e knows all about t h e purch as e .

T h e f act r em ai ns ho w e v e r th at pr actic a l me no f busi

, ,

ne ss do so Ve ry O ft ent h e y buy o nn othing m o r e th an

.

a ge n er al ou t li n e of t h e pro position O ff e r e d coupl e d wi t h

confid enc e int h e s al e sm an .

H er e too is t h e point at which t h e s al esm an esp e

, , ,

c iall
y if h e d eals in a sp e ci a lty li n e g e ts th a t v alu abl e co
,

o p e r ati o n which l e ads him t o t h e buy e r s f ri e n ds w h o re ’

a

t h e b est possibl prosp ects f o r him

e This is t h e p oi nt
.
,

t oo at which t h e r et ail s al esm a n adroitly dr aws t h e buy

,

er s att ention to oth e r thi n gs and e ff e cts furth r s al es

’
e .

8 8 T h e rig h t imp ressio n a t l ea vin

.
g
— T h e s al sm an e

sh uld al w ays l eav e t h e buy e r with t h e assurance th t

o a

h e p erson ally will giv e t h e ord e r att e nti o n a f a r as

, , s

p o ssibl e ; and will dro p in to see th at t h go d s h ave co me e o

pr mptly and in go d co ndition I n sh rt t o l eave a

o o . o ,

right impre ssi o n is quit e as imp o rta nt as t o gain an

audi n ce
e .
3 00 SE LLING
Whe th er or not a s al e h as b een m ade t h e m atter of ,

m aki ng a dignifi ed e xit is import ant— and lso di fficult a .

T h e s al sm ans m ethods of h andling his s ampl es or his

’
e

e quipm en t sh ould b e such th t withi na v ery short sp ac a e

o f tim e ft er t h e i nt ervi ew h as t ermi n t ed h e wi l l b e

a a ,

p acked and pr ep ar e d t o l eav e T h e m nw h o h as turn d . a e

t h s al esm an d o w n an
e d is anxious t o g et at ot h er thi ngs
but w h o is t oo court eous t o d o so until t h e s al esm an
h as t a k en his l eav e is disc onc er t i ng as h e si t s wi t h h is
,

h nds ont h e arms of his ch air w atching t h e s al e sm an

a ,

fumbl e for di ff er ent pi eces Of his equipm ent This is .

a lm o st as tru e wh er e s l h s b eenm d e Th e s al s
a a e a a . e

m an t h er e fo r e sh ould h av e a d efinit e pl n th at will en

, ,
a ,

a bl e him to g et aw ay t h e mom en t h e t ermi nat es t h e in

t erv iew .

This bri ngs up anoth er p oi nt A v ery succ essful bus .

in ss mans id r ec ent ly th t h e h ad m ad e it a rul e f his

e a a o

li fe alw ys t o t ermi nat e t h e i nt ervi ew ; to be t h e first

a

t ris e wh enn go ti at i ons w e r e co n

o e clud ed or ani nt ervi ew
h d a ccomplish e d it s purp o s e ; and i nv ari ably t o dismiss
a

t h e ot h e r f ell o w b ef o r e t h e t h e r f ell o w dismiss e d him o .

R em emb eri ng this will do much to m ak e t h e s al e sm ans

’

e xit a dig n ifi d ne e o .

8 9 T h e bill st a t er — A big wh o l e s al e dry g oo ds

“
. r .

s l esm an s aid r ec ent ly : Wh enev er I h v e a buy r in

a a e

my s ampl e r om out on t h e r oad I l ead him immed i

o ,

at ly t o t h e ar t icl e f r which h
e asks or w hich I k n
o ow h e e

needs Th at st ar t s t h e bill I t s ems aneasy m att er t o

. . e

g e t o th e r it ems o nt h e ord e r onc e t h e ic e is brok en .

Wh en a man c om es i nto t h e h ous e and asks fo r a

p articul ar ar t icl e h ow ev er I sh ow him th at art icl e l ast

, ,
.

I l ead him t o t h e ar t icl f or which h e h as a sk e d in e a

r ou nd ab out w ay s t oppi ng c su all y to sh w him t hi ngs

,
a o

an d qu ot ing pric es as w e g o al ong thr ough M any .

 RO UN D ING OU T T HE SA E L 3 01

t im e s I h av e h alf doz en items on t h e bill b efore w e

,
a

h v e arriv ed at t h e p art icul ar t hi ng t h at h e sk ed for

a a

wh e n h e c am e in Th e id ea h ere is th at if h e w ere l d
.
, e

imm di ately to t h e i t em h e c am e into buy h e w ould buy

e ,

it and d ecidi ng th at h is e rr and h d be na ccomplish e d

, a e ,

h e would l eav e without looking at ot h er things in

st ock .
”

I n discussing t h e subj ect Of att ention w e s aid th at

t h e man h an dli ng a v ari d line sh ould m k e h is ap e a

proach on one p articul ar c o mm odi t y H e sh oul d s t ick .

t o th at p articul a r comm o di t y u n t il h e h s e i t h e r sold a

t h e pr o sp e c t or discov e r e d th at h e bs o lut ly w ill n ot a e

b u y I noth e r w o rds t h e m aki ng o f a s l e righ t at t h e

. , a

st art will m k e t h e addition o f i t ems t o t h e orde r easi e r

a

an d mor e r apid .

9 0 G et t in t h e r ice — T his bri ngs us to t h e qu es

.
g p
tion of g t ti ng t h e pric e th at sh o w s a pro fit I nm ny
e . a

li nes t h e s al esm an is giv e n wid e discre ti onin t h e mak

ing o f pric es I n t h e s elli ng of sp eci al m achine ry fo
. ,
r

e x ampl it is imp o ssibl e t o provid t h e s al e sm an w ith

e, e

fix ed pric e s H e is s om etime s blig d t o m k e his e s

. o e a

tim te and quot e a pric e int h e first i nt rvi ew A great

a e .

m ny whol es l e dry g o ds a nd groc ery s al esm e n a e

a a o r

all ow e d t o qu o t e r educe d pric e s th ough this pr actic e ,

is b ecomi ng l ess comm o n S m e s al sm en are pric e . o e

g ett rs Th ey h av e no tr oubl e in win ni ng ov e r lo w er

e .

pric d c omp etiti on H w ll vo nB la c m district s al e s

e . o e r o ,

m nager o f t h e W e sti ngh use M achi ne C omp any t ells

a o ,

a namusi n g sto ry Of a s al sm n f his who l w ys man e a o a a

a g ed to g e t t o p price and w h o o ne d ay add ed t w enty

fi ve d ll ars t o t h e m aximum pric e o na sm all m chin e r
o a o

d r b ec us e t h e purch ase r h ad k e pt h im w aiting

e a Oth e r .

s l e m en are confirm d pric e cut t e rs Th ey bo ast th at

a s e .

th y cans ell goods if t h e price i right Th ey are easily

e s .
3 02 SE LLING
browb eat en into b eli eving th at th eir comp etitors are
qu o ting price s l o we r th an th eirs Trust th em wi t h t h e
.

cost figur es Of th e ir g ods and th ey will s e ll on a m argin

o

too n arrow to p ay th eir tr av eling exp ens es .

T h e s ale sm an should a l w ays r em emb e r th at worth

while m erch andis e always costs som et hing to pr oduc e .

I t is only f air to assum e th at t h e hous e h e is w orking

for is producing economic ally and get t ing a fair mar
g in Of profit I f h e m ee ts wi t h t h e st at em ent th at his
.

compe titors are quoting l ow er pric es for t h e s am e g o ods ,

h e should h av e t h e mor al cour ag e t o a ss ert th at t h e

g oods could not b e t h e s am e at a pric e l o w r t h an his e .

N i ne tim es out Of t en this l ow er pric e is one of t h e little

,

ficti o ns of t h e purch asing agent .

9 1 E mp h asiz e service an
. d q u alit y — M or e an d mor e ,

se rvic e and qu ality are ov ersh adowing pric e T h e s al es .

man who can t alk s er vic e and qu ality convincingly

w h e n l o w e r pric e s ar e m ention e d will c aus e th o s e lo w er

pric es to b e forgotten Som e time ag o a l arge pri nti ng

.

o rd e r w as t o b e giv en ou t by a firm inN ew York A .

numb er Of dummi e s w ere m ad e up and s ent to diff erent

pri nt ers for the ir estim at es A s al esm an fr om one o f
.

t h e pri n t in g h ous es c am e in to g et a dummy Wh en .

h e r ec ive d his copy h e turn ed to t h e man who w as

e

t o pl ac e t h e orde r :

Mr Buyer if you ar e goi ng to aw ard this j ob

.
,

to t h e l ow est bidd er I m b eat en no w and I wont

,
’ ’

st art As a m att er of fact howev er it is not a low

.
, ,

pric e th at you r e aft er You think too much Of

’
.

qu ality for th at Wh at you r eally want is a com

.

bi nation of high qu ality and r e son abl e price ; and

.
a

if you pl ac e this j ob on th at b asis I am going to

 U
R O ND ING OU T T HE SAL E 303

Th e bigge st v ari abl e in printing is m ake ‘

r eady t h e adjustm ent of t h e pl ates int h e pr ess so

,
’

th at th ey will print ev enly Th e print ers who sub .

mit t h e low est bids to you wil l sl ap t h e pl at es into

t h e pr ess an d m ak e t h e run without an m ake
‘

y
r eady Thos e who bid slightly high er may fuss
.
’

a r o und for anhour or two m aki ng r eady and th en

hit or miss will m ak e t h e run anyhow M y com
,
.

p any will k ee p a pr ess st anding idl e a d ay if n ec e s

s ary in order to g et t h e m ak e r eady pe rf ect W e ‘
-
’
.

wont st art to run until w e are assur ed of turning

’

ou t a qu ali t y j ob .

N o w M r Buyer w e are t h e low e st pric ed qu al

, .
,

ity printers in N ew York I f you w ant t h e l ow est .

pric e comp atible with t h e high est qu ality and wi ll

a w ard this j ob on th at b asis I am going to w in
”
.
,

Wh e n bids b egant o com e th eir v ari ations inam ount ,

w ere start li ng ; yet this t alk h ad m ad e such animpres

sion th at this m an s hous e though its bid w as much
’
,

n earer t h e top th an t h e bottom w as awarde d t h e j b , o .

Th er e is prob ably no trad e in which t h e pric e comp eti

tion is mor e s eve re th an in printing D e spite th at t his .
,

s ale sm an by a sinc ere convinc ing qu ality t alk w as

,
”

a bl e to m ak e pric e assum e only s econd ary import ance

in t h e mind of his prosp ect .

T h e m atte r Of sp eci al discounts appro a ching ad ,

v anc es in pric e possibl e r estriction of supply and like

,

induc em ents may als o be m nti n d I f t h e s al esm an e o e .

cant ruthfully adv anc e an such a rgum e nts as a r a s o n

y e

fo r t h e prosp ect s signing up at o nce th ey w ill be of

’

materi al aid in cl osing Th e y are not h o wev e r nece s

.
, ,

s ary to a goo d s al e sm an .

9 2
. Thin
“
ki t Over — T h c only s al e s th at pay are t h e
.
”
3 04 SE LLING
s l e s th at a e clos ed Th e s al esm an is p aid for t h e or
a r .

d e rs h e s ecur es and not for t h e pro sp ects th at h e h s a

lin e d up T h e t hi nk it o ver and t h e c all b ack gain

.
“ ” “
a
”

ar e n t th er e for e p articul arly enc our aging th i ngs for

o , ,

t h e s al e sm ant o h e ar a t t h e clos e Of ani nt e rvi e w .

Th e prosp ects w h o giv e th e s e answers f all into t w o

cl ass es : Th os e who are n at ur lly c ons erv ativ e and d e a

lib r t e w h n ev er m ak e a de cisi on wi t hout sl eepi ng

e a , o

on it who w ant to m ake furt h er i nv es t igati ons— inshort

, ,

th o s e w h o si nc er ely int end t o think it o v er ; and th os e

su ave individu als who m erely t k this poli t e m t hod of a e e

turni ng t h e s al e sm an d ow n Th e s al e sm anmust l earn .

to dist i nguish c ar e fully b et w een th e s e t w o cl ass es or ,

th ose int h e l att er cl ass will k ee p him ru nning r ou nd in a

a circl e ch asi n g will o t h e wisps nd so pr event him ’

,
- - -
a

fr om s e i ng a su ffi ci ent numb er o f new p eopl e

e .

Thi nk it over u nl ss t h e n ature o f a s al esm an s

“
,
”
e
’

pr opositi on is such th at a s al e on first int ervie w is im

possibl e is born o f a pr es ent ati o n th at l acks ent h u si
,

a sm th at is v id of a strong pp eal t o t h e im gi n
, o a a a

ti on th at d oes not t ak e t h e you at titud e or th at com es

,
“ ”
,

to a chill d e d sto p at t h cl os e wh enall t h e s al esm ans

a e
’

strengt h sh ould b e in act ion .

N O m at t e r wh t t h e li ne any numb er Of argum ents

a ,

c nb e m arsh all d a g ai n st t h e thi nk it o v er att itud e ; “

a e

a nd t h e b est Of s l e sm en cc asi o n lly ll w s t h i nt r

a o a a o e e

vi w t o g et t o t h e p o i nt wh er e h e h s t o u se t h es e argu
e a

m ent s .

M or e Oft en t h e s ale sm an for est alls th e s e argume nts .

F or th er e is a ft e r all a v ery sligh t di ff ere nc e b t w n

, ,
e ee

t h e s ince r e t hi n k it ov er nd t h e signe d o rd er Just

“ ”
a .

a li t tl e n ew en thusi asm a li t tle m or e s nap int h e pr es en

,

t at ion a f ew t ers e stori e s t o illustr te p o i n

,
ts a li t tl e a ,

mor e of t h e you attitud e and a slightly stronger close

“ ”
 RO UN D ING OU T T HE SA E L 05

will w rk w o nd ers for t h e s al esm a n w h o is getting a

o

l arg p erc ent ag of d el ayed d cisi o ns

e e e .

93 .T h e c ll ba cle
a — -
This bri ngs us to t h e call
.

b ack T h e mans lling st apl es and c alling o nhis r e gu

. e

l ar t r ad e is c ont i nu ally c alli ng b ck L et t h t g o o v e r

“
a . a

now and se e me on y our next trip is f ami li ar t o his ,

e ars . Th er e is of c ours e no qu estion o f t h e ad visa

, ,

bilit y O f his c alli ng b ack H e will al w ays c all o np eo

.

l e w h o h an dl e his li n wh et h e r t h y buy o r n t T h e e o
p e .

sp e ci lty man is slightly di ff er ent H e c n c all b ack

a . a

or not as h e thi nks b es t and sp eci lty m na divid e d , a e re

as t o wh eth e r or n ot it p ays t o c all b ack One o f t h e .

w ell kn o wn sp eci alty s al esme n of t h e cou ntry s ays : I

-
“

s eld om c all b ack T h e r ealiz ati o n wh e n I am t alking

.

to my man th at this is abs o lut ely my l ast ch ance at

him th t I won t c ll b ck m ake s me try my b est
— a a a —’

t o cl o s e him at th at sitting T h e s al e sm an who kno w s

”
.

wh e n h e is m aki ng his pr es ent ati o n th at h e w ill c all b ack

if n ec e ss ary is likely to w eak nat t h e cl o se and ge t t h e
, e
“
c all b ack h abit M ost sp eci al t y men h o w ev e r w hile
-
”
.
, ,

th ey emph asiz e t h e n ec e ssi t y o f e nd e avori ng t o cl o s e t h e

s al e on first int e rvi e w gree th at it d oe s pay t o c all b ack
, a

in t h e c as e of thos e prosp ects w h o are thought to be sin

c er e
.

T he on e gr eat principl e t o b e r e m e mb e r e d in con

—
nect ion with c alling b ack and thi a pplie s to st aple s

lin es as well as spe ci alty products— is th at an entirely

new pres ent atio nsh ould b e giv e n fr m ane ntir ly n w o e e

angl e T h e c all b ck is t o l l i n t nts nd purpo s e s

“ ”
.
-
a a e a

a n ew prosp ect T h e qu e sti o n : W ell wh a t d ecisio n

“
. ,

h ave you com e to o nmy pr p siti o n? w ill w ith f w o o

”
, e

e xc e pti o ns e licit t h e a nswe r : I h v b ee n thi nki ng th at “

, a e

m atter ov er and I h ave c ome t t h e c nclusi n th at I

,
o o o

a —
won t go in o nth t f r t h pres ent at l east P e rh a ps
’
o e .

Il l —co
3 06 SE LLING
at s om e futur e tim e an d so on T h e pr ob ability .

is th at h h as not giv en t h e s l esm ans pr op osit i on a

e a
’

si ngl e m om ent s th ought si nc e t h e s al esm ans pr evi

’ ’

ous c ll and th at h e do es not w ant to do so now T h e

a .

s al esm an sh ould fi nd an entirely new pre s ent ation for

c all b ack purp o s e s nd sh ould g et his proposi t ionb ef o e
-
a r

t h e c all b ack pr sp e ct fr o m a n ew st an dpoi nt b ef ore

“ ”
-
o

all o w i n g him t o voice a d ecision .

9 4 C rea t ive s l esman

. sh ip — At tim e s it is quit e pos
a

sibl e t o div ert a prosp ec t s t h ought fr o m t h e pr op osi t i on ’

h e h s in mi nd to o n
a e t h a t is at o n c e mor a dvant g e us e a o

t o him a n d m or e a dv a nt ageo us to t h e s al esm an A shor t .

tim e ag o a new additi onto a pl ant w as b e i ng erected in

Rhod e I sl and T h e i nst ll ation o f m achi nery w as to be
. a

h eavy nd as a c ons equ e nc e ev ery m chi n ry c once rn

, a , a e

in t h e E ast h ad a sal esm anon t h e grou nd Blu e pri nts .

-

showi ng t h e inst all t ion h ad b een dis t ribu t ed and each

a ,
‘

s al esm an h ad t he e stim at e of his hous e r eady to pre s ent

on a c er t i n d at e a O ne Of t h e s al e sm en wh e n h e c
.
, ar

ri e d t h e blu e prin t aw ay thought h e saw a ch ance fo

-

, r

ch ang e s both inl ay out and int yp e Of m achin e s which -

would m t eri ally increas e t h e o utput and cut costs

a .

H e t oo k t h e m att e r up with t h e engin eers at his com

an s home Offic e a n got o u t an e n ir e ly n of
’

p y d t e w se t
drawi ngs sho w i ng t h e new i nst all ti o n which h e pro a

p o s ed On t h e d ay set for t h e submissionof bids every

.

m achin ery s alesm an but t his one submitt ed a bid on

t h e i ns t all at i on s o rigi n lly pl n aned This s al esm an a a . ,

h o weve r wh enhis t urnc am e spread his new pl ans b e

, ,

for e t h e bo ard of dir ectors e xpl ai ned t h e ch anges and ,

improvem ents propos ed sh o we d h ow costs would b e ,

cut and output i ncr e s ed and w on th em ov er to t he a ,

new a rr ang em ent B oth b e c aus e the r e w as not tim e t o

.

e t uot n w blu e pri nt s a n d s e cur e ne w bids an d b e

g e -
 RO UN DING OU T THE SA E L 3 07

c aus e t h e dir ectors Si nc er ely f elt t h at t h e c o nc e rn w hich

disc o v ere d t h e opportunity should h av e t h e busin e ss t h e ,

c o ntract to m ake t h e new inst all ation w as cl o s ed imm e

d iat ely .

L et us look at anex ampl e of this s am e sort of abil

ity ina di ff e r ent field o f s elling T h e m ail ord er man .
-

in a big C hic ago hous e h ad t el ephon e d ano ffic e equip

m nt conce rn for a new s ecti o n o f fi li ng c ab in ets t o
e

t ak e c are Of his exp anding lists N eve r mind coming .

“

in h e s aid j ust s end it along and m ail me your bill

,
”
,
“
.

“
Oh th t s all right r epli ed t h e s al esm an I sh al l
,
a
’

, ,
“

b e p assi ng y our pl ac e and I sh all j us t drop in a n y

how H e c alle d l at er s ecured t h e ord er for t h e new
.
”
,

s ecti on and w as app arently j ust prep ari ng to l e ave

,

wh en h e s aid : Say h av e you s een th es e new fili ng

“
,

d esks ? and with out w a iting for an answer h e dre w

”
,

o u t a sp eci a l c at alog a n d b e g an p o i nt ing out c asu ally

j ust how filing d e sks could be us ed to b ett e r adv ant age
th an filing c abin ets u nde r t h e v e ry conditio ns e xisti ng
in t h e m a il o rde r m an s d ep artm ent B e fore h e g o t
’
-
.

through t h e m ail ord er man h ad c anc ell ed t h e o rd e r

,
-

for t h e s ecti o n of fili ng c abi net s nd h ad ord ered t w o a

filing d e sks t o r epl ac e c abi nets in t king c are of his a

lists T hen h e i ntroduc ed h is fri end t h e fili ng d e sk

.
,

man to t h e h ead of t h e coll ection d e p art m e nt a nd

,

strongly r ecommend e d th at t h e d esks be tri ed the re ,

t oo .Result : anoth e r ord e r fo r a filing d esk T h e .

s al esm an c am e in ost ensibly t o ge t nord er fo r e l even a

d oll ars w o rth of filing equipm ent— and l e ft with

’

worth o f busin ess .

T h es e a re i nst anc e s o f cre ativ e s al e sm anship at its

b e st Opportuniti e s for it are nume rous in practic ally
.

ev e ry lin e .
 C H APTER V I I

H UMAN A PPEALS TH AT SE LL
95 . W f ndsh ip versu s co ld science VVh il e w e
a rm rie .
-

h av e us e d t h e sci entific m et h o d in disc ov eri ng t h e pri n

cip l e s o f s al e sm an ship it should b e b or ne inmi nd con
,

st an t l y th at a s al e is not a c o ldly sci entific process I t is .

a fri e ndly re d blood e d

,
-
manto man tr ans acti on I t
,
- -
.

c annot b e accomplish ed by any sci entific formul a th at

n egl ects t h e hum an el em ent— t h e m ost important f acto r
ina s al e I f one w ere to t ake t h e troubl e t o i nv e stigat e
.

h e would no d oubt disco v e r th at cert a i n d e finit e prin

cipl es might be f o llow e d by an a spir an t for so ci al posi
tion but no one would exp ect t o b ecom e a s oci al li o n by
,

a dh e ring strictly to a set of coldly c alcul at e d rul es .

This s ame pri ncipl e h olds tru e of s elling I nf act th er e .

,

is a great d eal of t h e so ci al insucc e ss ful selli ng .

There are c ert ai nd efinite m etho ds of s ecuri ng a pros

p eet s fri endly consid e r ati on h owev er ; and t h er e are
’

, a

numbe r o f fund am ental purch asing mot ive s t o which

app eal may b e m ade ; an d th es e canb e us e d eff ectiv ely by
t h e s al esm anwho is si n ce r e in t h eir u se .

96 S ecu rin o nd d i i n Th e
m o —
’
.
g p r spe ct s r s
e p ec t a a ra t
a tti t ud e O f t h e av er ag e man wh ena c all e r is an n , ou nced ,

t ends tow ard i ndi fferenc e Exc ept for his re solv e not to
.

giv e m ore tim e th an is n ecess ary h e is not ant ag onistic , .

On t h e oth er h and u nl ess th er e is som e d e fi nite r eason

,

f or it h e is not ov e r fri endly

, T h e mom ent a s al e sm an
-
.

a pp e ars t h er ef o r e h e sw ays t h e b al an
, , ce for or a gai nst
hims elf Th er e are s om e menwho are e asy to turn d own
.

308
 HUMAN APP E AL S T HAT SE LL 3 09

—to shunt off without a h earing Th ey s eem to b elittl e .

th e ir propositions no m atter h ow import ant th es e may be .

Th ere are oth ers to wh om ev en t h e confi rm ed grouch “ ”

a cc o rds a c ourt eous rec eption Th ey dignify th eir .

propositions T h e r ea s on for t h e di ff erence ? W e must

.

give h ere t h e s am e answ er th at w e h av e giv en pr evi ously

in a di ff e r ent c nnec t io n: calibre p ers o n ality W e sh all
o , .

a ssum e th at t h e s al e sm an is cl ean sh av en w ell dre ss ed ,

an d w ell gr oom e d I n additi o n to this t h e s al esm anw h o

.
,

would comm and t h e r esp ect of t h e busin ess man must

strive to attain in as great a d egree as possibl e t h e ch ar
act er ist ics giv en in t h e n e xt ch apt e r as e ss e n ti al T h e .

d ev elopment of a m an s in t ell ect his t ast e s and t h e t hi ngs

’

, ,

t o which h e d evote s hims elf asid e from busin e ss do much ,

t o d et ermin e his m ann er expr e ssi on voic e an

, d actio ns
,
.

T h e sur e st w ay for on e to improv e on e s s al e sm anship is

’

to improve one s self ’

.

O nc e t h e approach h as b een m ad e and t h e intervi ew se

cured th ere should b e s om ething in t h e poise evid e nt
, ,

cultu re w ell m o dul at e d voic e th ughtful a nd cou rt eous

,
-

, o

m an ner and w ell gr oom ed app e ar ance Of t h e s al e sm an

-

which will excit e t h e admirati on o f t h e pro sp ect I t is .

e ss en ti al th at t h e s al esm an s ell hims elf t o t he prosp ect

b efore h e h as much ch anc e o f s elling his goods .

9 7 S ecu rin t h e r o s c t s frie nds hi

’

p
— T h e s al e s
.
g p p e

manis not s atisfi e d m e rely with t h e r esp ect and admir a

tion o f t h e pros pe ct A manmay be resp ect e d and ev en

.

a dmir e d a n d still b e dis lik ed H e w ants anatmosph e r

. e

o f w arm fri e ndlin e ss to p e rv ad e t h e entire i n t erview S . o

much h as b een s aid of cour age as a requi ite f succ e ssful s o

s al esm anship th at t h e n a t ural i ncli nati o n nt he p art o f

,
o

t h e s al esm an e sp eci ally t h e young s al esm an is to set his

, ,

m uth in a g rim straight lin e and pre p are t o fight his

o ,

pro sp ect fo r an i nt ervi e w I nst ead f d mg . he o o so

31O SE LLING
should ask himself wh en approach ing his prosp ect
“
N ow wh at is th ere about this manth at I cansincer ely
,

like and admir e T h e aust e rity with which most m en

”
?

m eet s al esm en is usu ally a sh ell be n eath which th ere is a '

smili ng goo d natur e T h e crusti est individu al improv es

.

uponacqu aint anc e and usu ally giv es evidence Of n obl e

qu aliti es Th ere is no prosp ect so grouchy th at h e is not
.

l ov ed by s ome p eopl e and sincerely lik ed by a gr eat

m any o th ers C h eerful ness b egets ch eerfuln ess and a
.
,

since r e liki ng th ough n othing may b e s aid will m ani

, ,

fest its elf and enabl e t h e s al esm an to get u nd er t h e “

prosp ect s ski n so t o sp eak T h e only w ay t o h andle

’

,
”
.

men to influ enc e men and to s e ll men is to l ov e th em ;

, , ,

an d th at love must be sinc e re ; it c annot b e succ essfully

count erfeit ed T h e r eal sal esm an l ikes p eopl e b ot h
.
,

coll ectively and individu ally .

This s am e principle appli es to t h e tow n in which t h e

s al esm an is working T h e young s al e sm an out on his
.

first trip sits down at t h e writi ng d esk in t h e small town

hote l and write s long l etters to his fri ends t ell ing wh at ,

an awful t o wn h e h as struck an d c o ncludi ng with t h e

Obs erv atio n th at h e h as sm all ch ance o f doi n g busin e ss
in such a sl o w pl ace T h e gr izzl ed st ar s al e sm an can
.

t ell you t h e good points of e v ery tow n h e h as b een in .

I f its citize ns are t h e l east bit progre ssiv e you may be ,

sure h e knows it and pr ais e s th em ac cordingly I f t h e .

town is sm all h e wi l l b e able to point out th at it is gr ow

,

ing and h as m ore p av ed streets and a b etter lighting

syst em th an most towns of its ki nd I f its industri es .

ar e sm all th ey ar e effici ent

, H e is not at all surpris e d
.

th at abl e busin ess menh ave pick ed t h e town t o liv e and

w ork inand h e doe s not wond er how th ey ever m an ag e
t o r em ain t h e re I t is abs olut ely e ss enti al th at t h e s ale s
.

mang et inh armony with his enviro nm ent and l earn t o

 HUMAN APP E AL S T HAT SE LL 31 1

like t h e townand appreci at e t h e spirit of its citizens if h e

is t o d o big busi ness t h er e .

9 8 T e sin
. h cer e co m p li ment — I f w e will but t h ink
b ack w e sh all r ealiz e th at inm any inst anc s t h e chie f ,
e ,

reason for our liking som e p eopl e is th at th ey lik e us .

I f w e w ill rec all t h e fo remost ch aract eristics of men s al e s ,

menand oth ers who h av e won our confid ence and fri e nd
,

ship inbusin ess w e sh all discov er th at th eir chi ef ch ar

,

act er ist ic w as int e r e st in u s— i n te re st in us and our

busin ess Whil e t h e complim ent h ow eve r sincere th a t
.
, ,

comes early int h e intervi ew may arous e suspicion t h e ,

fact rem ains th at prid e in hims elf in his b usin e ss in hi s , ,

achi ev em ents an d in t h e Opi ni o nt h a t o th e rs hold o f h im

,

is c ommon to ev e ry man Why not th en in t h e c o urs e .

, ,

o f t h e int e rvi ew complim ent yo u r prosp e ct sin

, c erely o n
his firmn ess his aff ability or his j udgm e nt as t h e ca s e
, ,

may be ? Why not r em ark admiringly upon t h e indi

vidu al touch es th at m ak e his busin ess st a nd out from
oth ers ? Why n t c ongratul at e him up n his a ch i ev e
o o

m ents busin ess and oth erwis e ? Why no t m e ntion t h e

,

high r egard inw hich h e is h eld by his t o w nsp pl e ? W e eo

a ll lik e t o h r th s e things ab o ut ours elv e s W e a re all

ea e .

c onvi nc d th at th er e is th at ab out us th a t ca n be
e

sinc er ely lik ed nd admir ed I t is p erf e ctly evid e nt

a . ,

th en th t t h s am e must e tr ue
, a e b o f t h e th r m a n— Of o e

t h e prosp ct e W e r ecogniz e th e s e thi ngs ino th e rs but

. ,

s om eh o w f ail t o m ention th em T h e g o d s al e sma n is . o

a stud e nt o f hum a n n a tur e und rsta nds th es e th ings , e

an d do es m a n ag e t o m e nti n th em in t h i nt rvi e w O ne
o e e .

o f t h e bigge st el em e nts o f succ ss in s al e sm a nship is t h e e

a bility t o se an d t ctfully t o a ckno w l edg e t h e good

e a

qu liti es of t h pr sp ct iv cust om e r
a e o e e

—
.

9 9 App eal in t o sel f e t ee

s m T h e e xclu iv e a ge ncy s
g
-
. .

ma nw h o a sks t h e d eal e r f his pi n ion of t h e pl an isor o

312 SE LLING
m er ely m aking a m or e sub t l e pp eal to his pr osp ct s a e
’

s lf est eem T h e s t o ry is t ld o f manw h c am e ou t f

e -
. o a o O

t h e s u t hw e st a f w y ears ag o t o pr o m t a n
o e d s e cur e o e

financi al b acki ng f or a d ev el opm ent c omp ny t h a , e

pr o fit s o f which w ould b e l arge and lm ost c ert i n H e a a .

f elt th at if h e c ould g et t h e nam e o f j ust on big man e

inW a ll S tr eet as a subscrib r to his s t o ck t h r e st w ould e , e

b e ea sy H e w as not k no wn in t h e fi nanci l dis t ric t

. a ,

h w ev e r and lie kn ew th at h e would nev er g et b eyond

o ,

his i ntro duct o ry r em arks if it b ec m e app r ent t h at a a

h e w as trying t o s ell st o ck ina n w pr om ot i on e .

H e m an a g ed to sit b e sid e a big financi er at a club

on e e v en i ng M r Bro wn h e s aid I am g o ing t o
. .
,
”
,
“

a sk a f a v o r of o u I h av e r a th e r a l a rg e prop o si t i on
y .

th at I wish t o submit T h e tr oubl e is th at I am a pr c . a

tic al man I canswing t h e p er at i ng end aft er a com

. o

p any h as b een org aniz ed but I am r at h e r gr een ab u t ,

o

t h e fin anci al en d N ow I d nt kn ow any of t h e big m en

’
.
,
o

dow n in t h e Street but I h ave r ead and h eard much

,

abo ut you an d your ent erpris es I w nd er if you would . o

giv e me a littl e a dvic e T h e big manl eane d f rward .

”
o ,

smooth ed out a s cowl th at h ad b e gun t o form and pr , e

p are d to listen G iv e him advic e ? Why Of cours e h e

.
,

w ould H e h ad thought at first though th at this m an

.
, ,

h ad intend e d trying to g et him to subscrib e to som e

stock S imply discussi ng t h e t hi ng as one manof busi
.

n e ss might with anoth er w as ent irely di ff erent .

T h e prom ot e r unf old e d his story c asu ally producing ,

m ps a nd r eading h ere and th ere from t h e rep ort s of

a

e xp erts T h e fin anci er sh o w e d mor e and mor e i nt er est

.

a s t h e t alk pr o c ee d e d a sk e d a numb e r of qu sti ons an

, d e ,

ex amin ed minut ely t h e s ev e r l d o cum en ts produc ed a .

W h y man aliv e h e br oke in th at s a fi rst r at e

”
“ “ ’
-

, , ,

proposition Anyon e will list en to you on th at Of

. .
 H UMAN APP E AL S T HAT SE LL 31 3

cours e wh at you n eed first of all is mon ey I ll t ell

, .
’

you wh at I ll do J ust put me down for a

’
. blo ck
o f th at st o ck n Y ou don t n ee d much a dvic o n
’
ow . e

how to h andl e this thing J ust u se my n am e to g et in .

to see som e Of t h e fellows and t ell th em your story j ust

as you told it to me
”
.

C alling upon a man m er ely to g et his advice or his

co op eration and fri endship or for s om e oth e r such mo ,

tive is a good w ay of p aying h im a compliment th at wi l l

,

put t h e intervi ew on a fri endly fo oting .

1 0 0 Acq u isit iven

. ess an d d esire for p rofit — T h e
n ecessity of t aking t h e you attitud e of app eal “ ”
,

ing to t h e prosp e ct s s elf int er e st Of sho w ing him cl early

’
-

h ow h e wi l l be b en e fit e d h a s b een emph a size d pre viously

,

in th es e p ages T h e s al esm an who thinks pri ncip ally

.

o f hims elf an d his house during t h e int e rvi ew prob ably ,

will not m ak e t h e s al e ; h e will do w ell to forge t his int er

e sts an d think Of t h e prosp ect s int e rests I n t h e l ast ’
.

an alysis w e are al l s elfish a n d s elf c ent e re d ; w e buy fro m -

s lfish motiv es and t h e s al esm an who can s atisfy this

e ,

d e sire for gain on t h e p art of his prosp ect is bri ng

ing into action t h e mos t d ee p s eat ed of all buying -

m otives .

This app eal rests not alon e upon t h e d esire to g et bu t

t h e d e sire to r et ain Som e y ears ag o a coll ec t io n o f
.

b attl e pictures o f t h e C ivil W a r repr duc ed from , o

f mous p aintings w as put on t h e m ark et

a , T h e price .

fo r t h e s eri e s w as fix e d at tw enty fi ve d ll a rs At t h e e n d -
o .

o f six months cl o s e to sixty thous and d ll ars h ad bee n

,
o

sp ent for advertising and t h e re ce ipts am ounted to l ess

th an o ne thous and doll ars I t w s d ecid ed t o cu t th e . a

price t o two d oll ars in Ord e r to s ll o u t t h e ed itio n and e

r ec v r p art o f t h l ss T he origin al pl an w as t o s pe nd
o e e o .

no more m n y but simply t announc e t h e re duct ion to

o e o
3 14 SE LLING
t he trade H ow ev er a cl ev er ad vertising manwho w as
. ,

c alle d into c onsul t ation conceiv ed t h e pl an Of s ndi ng

, e

circul ar l ett ers t o t h e m embers o f t h e G r and Ar my of t h e

R epublic and to t h e S ons o f V et er ans encl o sing a r e ,

cei t f or thr ee doll ars m a d e ou t in t h e n am e o f t h e mem

p ,

b er and signed by t h e publish ers t o apply on t h e pur ,

ch ase Of t h e picture s T h e pric e o f t h e pictures t h e

.
,

circul ar st at d w as fi ve d o ll ars bu t t h e publish ers w ant d

e , ,
e

e v e ry m emb e r o f th e s e o rg n iz ati ons to h av e t h em h enc e

a ,

t h e r e c e ipt which a cc omp an ie d by two dollars w ould

, ,

e nti t l t h e m mb r t o t h e pic t ur e s
e e e .

H ere w as s om et hi ng of v alu e wi t h which it w as d ifli

cu l t t o p art A sign d r e ceipt for thr ee d oll ars is n t
. e o

e a sily thr o wn aw ay T h e r esult w a s th at a gr e at m n

. y a

Of t h e s e m en u se d th eir r e c e ipts e i t h e r to s en d for t h e

pictu re s t h ems elv es or to s ecu re th em for a fri end as a
sp e ci l f avo r
a .

Th e imit ation d o ll ar bill which is to b e clipp e d fr om

t h e n ewsp ape r t h e coupon which must be pr e s en
,
t e d at
t h e t im e o f purch as e t h e phot o gr aph er s r ec e ipt en t i t ling
’

on e t o pictur s at a r e duc e d pric e al l h av e this s am e id a

e ,
e

in vi ew Th eir succ ess is b as ed u p ont h e av er age pe

. r

son s i nabili t y t o p art e asily with anything of v alue T his

’
.

s ame app e l t o acquisitiv ene ss canbe m ad e in p ers onal

a

s al esm anship T h e d e l er w h o is Off er e d an exclusiv e

. a

a g ency f eels th at h e h as wi t hi n his gr asp som et hing f o

v alu e Which h e must relinquish if h e do es not sign up ; t h e

sp ci al price which will not be Offered ag ai nis a strong

e

i nc entive t o imm edi at e purch s e A limit e d supply a .

which n ece ssit ate s re str icting ano ff e r to a f avor ed few ,

prompts t h at favor ed few to t ake adv ant age of t h e Oppor

t un it y .T h e sp eci al arr ang em ent of a wid e assortm ent
in sm all l ts wh ich t h e s al esm an w ill m ak e for t od ay
o ,

o nly is t empting
, Acquisitiv eness may be d efined as
.
 HUMAN APP E AL S T HAT SE LL 3 15

th at qu ality int h e hum an be ing which m akes it difficult

t o r el inquish an yt h i ng Of p o tentia l v alu e .

C losely a lli ed with this is t h e t end ency of t h e ave r

ag e p erson to r ea ch out eag erly for a nyt h i n g th at is
h eld b ack T h e sal esm an w h o cancre at e t h e impressi on
.

th at h e is not e spe ci ally anxious t o s e ll cancre t e in t h e a

prosp ect ananxi et y t o buy T h er e is som ething inh u

.

mann atur e which m ak es u s w ant t h at which is not e a sy

to g et .

1 0 1 L o ve of h o me an
. d f a m l —
i y Business menmay
c alcul at e to t h e l ast p enny wh ere th eir busin ess is co n
c ern ed but nin ety nin e Ou t of ev ery hundr ed are g ener
,
-

o u s wh e n it com e s to t h e hom e an d t h e c omforts o f t h e

f amily circl e T h e ave r ag e manw ill m ak e al l s orts f
. o

s acrifices put forth extra e ffort and sp end much tim e

,

o n tr ai n s in ord e r to provid e a sub u rb a n h om e w hich

,

h e r ar ely h as anoppor t u nity to e nj oy by d aylight sol ely ,

th at his wif and childr en may b e com fo rt bl e T h e

e a .

pi ano s al esm an wh enh e l earns th at t h e pro sp ect h as a

,

d aught er doe s not t ell Of t h e high grad e finish o r t h e

,

fact th at this instrum ent is thi rty doll ars ch eaper th an a

comp etitor s but how with a pi ano in t h e h m e t h e
’
,
o

d aught er will be h appy and co nt ent ed T h e au t mobil e . o

d eal er t alks to t h e husb and and fath er in t e rms Of

h ealth and enj oym ent for his wife and childr enand h e
will buy if it is at all possibl e T h e r etail s al esm an s
.
’

suggesti o n th at one do es no t w ant t be anyth i ng but o

ge n erous int h e h om e is suffici ent to i nflue nce t he pur

ch as e Of high er pric ed cl o thi ng o r b tter qu ality fu rni e

ture T h e l ov e of h om e and family and t h e d esir e t

.
o

d o eve rything possibl e for th e ir comfo rt and h ap pin e ss

is i nn at e ine v ery man .

1 0 2 I mit a t io n— Imit ati n is a po w e rful fo rce b

. . o e

hind advanc em ent and pr gr ss C hil dre n learn bv o e .

3 16 SE LLIN G
imit ating th eir e ld ers Th e ir e lders l earn by imit ating
.

th eir bet t ers F rom childh o od up educ ation consists t

.
, o

a gr e at e xt en t Of i mitat ing t h e act i ons of oth ers D e .

spit e all t his most pe opl e r esent b ei ng ask ed t o imit at e

,

an oth e r T h e sugg es t i o n th at t h e y t ak e a c ert ai n e

. s

ti o n s ol ely b ec aus e s om eone e ls e h as t ak en it r end ers ,

th em ant gonistic Ev ery s al e sm an at one t im e o r an

a .
,

oth er h as h ad a pr osp ect say t o him : I dont ca re wh at

,
“ ’

th es e o th er fell ows are doing I don t c ar e w h o h as .

’

b ought y our prop o siti o n or w h o h asn t Show me wh at ’

.

it is and wh at it will d o f or me T h e s al esm ans appe al

” ’
.

t o this buying motiv e must g en er ally sp eaking

, be ,

v e il e d and sub o rdi nat e d to som e more direct app eal .

Th ere ar e t w o d isti nct ki nds o f imit t ion co nsci ous a ,

an d subc onscious I n t h e cas e o f a you ng mano ccupy

.

ing a sub ordi nat e p ositi on t h e s l esm an m ay success

, a

fully suggest t h at h e imi t at e a big ex ecutiv e int h e town .

Or a s al esm anmayp ersu ade a d eal er to st ock up with

a c e rt in a rt icl e j ust b e c aus e big store s in ot h e r t ow n
a s
h av e d one so I n eith er o f the s e c as es t h e buyer w ould
.
,

b e consci ously imi t at i ng anoth er I f on t h e o th er h and .

, ,

a sp eci al t y s al e sm an m ak e s a c ert ai n p o i n t in fav or of

his pr opositi o n by using an end ors em ent l e tte r fr om a
promi nent man; o r r el at e s a story which i ncident ally
bri ngs out t h e f act th at some w ell known i ndividu al h as -

b ought his pr op osi t i on; or in cl o sing stat es t h e t erms ,

o n which s v er al o f t h e pr o sp e ct s fri en ds are p aying ’

e

an d sugg e sts th at t h e pr o sp ec t will d oubtl ess wish t o g o

in on t h e s ame t erms ; his princip al obj ect will b e t o
creat e int h prosp ec t s mi nd animpuls e u nconsciously
e
’

t o imit at th e s e gr e at menand fri ends

e The .

is d one u nc onsci ously At m o st t h e pro sp ect

.

t h e c alibre o f t h e oth e r buy ers h as t en d ed

str ength en his d ecision .
 HUMAN APP E AL S T HAT SE LL 3 17

Th e n am e s of promi nent p eopl e who h ave b ought

h om es in a r e sid e nc e p a rk w ill influ enc e furth er s al es .

T h e busin e ss m a nj o ins a n o rganiz at i o n r support s a o

public m ov em ent b ec aus e ot h r pr mi nent busin ess men e o

h av e pl edge d th ems elv es T h e f a c t t h at big c onc erns .

h av e ins t all e d a c ert ai noffic e d evic e w ill c aus e l ss prom e

i ncu t co nc erns t o do t h e s m e I n t h e s al e o f almos t any

a .

commodity or s ervic e t h e nam e s f th os e who h av e o

b ought will creat e in t h e prosp ect a n impul s e t o imit a

t io n T h e m ea sur e o f t h e impul s e will b e t h e r ega rd in
which t h e prosp ect holds pr evious buy ers .

1 03 V rio u s app eals p o ssible — T h e app eals which

. a

h av e so far b ee n discuss ed— fri endship d esire for g oo ds ,

an d profits lov e o f hom and f amily and imit at io n

, e — e , ar

m er ely four Of t h e v arious springs o f human acti on .

Oth ers ar e : t h e d esir e for fo od o f t e nr e f err ed to as t h e ,

i nsti nct o f nutrition ; s elf a ss e rti o n t h e wish t o d om -

in at e ; constructiv en e ss t h e d e sir e to f ee l on e s elf a s a

,

c us e bri ngi ng thi ngs t o p ass ; curiosity according to

a ,

which one like s t o t ake a ch nce ; emul t i on t h e d e sire t o a a ,

e xc el oth e rs ; pl ea sur e s eeki n g e nj o yme nt and avoidi ng

,

p i n; and i nt ellig enc e t h e cl aims of which are s atisfied

a ,

by doi ng re son abl e thi ngs Th ese are all p ow erful m

a . o

t ive s imp elli n g mento act T h e s al e sm an c on eque ntly . s

as a skill d workm a n sh ould c o n

e sid e r th em his to ls e m o ,

pl oyi ng first o ne th n anoth e r o r c ombi ning t h em se

,
e ,

c rdi ng to t h e p articular situ ati o n at h and As d e ftu ss

o . e

a nd c ert ainty are thus acquire d in t he u se O f his v a ri us o

t ools t h e s al esm an ac qu ire s p owe r and s elli ng be comes

,

a j o
y .

1 04 . Tw o a ve nu es o f app eal .
—Th ere a re tw o dis
tinct m eth ds by which a s al esm an may g et t h e p r
o os

p e t s f avo rabl d ecisi o n H e may by pure l gic and

e
’
e .
,
o

so u nd argum ent a p pe al t t h e pr s pect s reason— t his

, o o
’
o
3 18 SE LLING
int ell e c t Or h e m y by p o si t iv e suggesti on and vivid
. a ,

w ord pict ur es pp eal to t h e pr o sp ect s im agin at ion— t

, a
’
o

his moti ons

e .

1 05 A r e w e mo ved by r easo nor su gg est io n?

. W e are -

pron e t o lo ok upon manas a pur ely reasoning cr eat ur e

w h o c m e s to a d ecisi o n by c r e fully w e ighi n
o g all argu a

m ent s pro and c nand d elib er at ely d eciding wh eth e r t o

o

d o o n t to d o t h e t hing und e r consid e r ation

, r o , Wea e . r

incli ned t o expl ai n ou r own actions aft er this f ashi on ,

e i t h e r be c aus e w e th o roughly b eli ev e it or b e c us e w e a

t ry to hid e wh at w e consid e r to h av e b e en our w k ea

ne ss in c omi ng t o a d ecisi o n with ou t h vi ng g ne a o

through this r e s oni ng pro cess F or u ntil r ec ent ly

a .
,

a t l eas t to all o w t h e emo t i ons t o sw y one even in

, a

an u n imp or t nt d ecisio n w as c onsid ered i t h er child

a , e

ish or hyst ric al I f t his we re t h e t rut h o f t h e m at t r

e . e ,

t h e l ogic l app eal to t h e i n

a t ell ect w uld be t h only o e

on e to u se as a m eans o f i nfluencing i nt ellig nt e

p eople .

As m att er o f fact m o st of us s eldom or n ev er d ecid

a , e

t hi n gs by t h e purely rea soning process T h e manw h o .

d ecide s ev ena m aj ori t y o f t hi ngs th at w y is i nd e d r r e a e a .

N or is it t ru e t h at t h e b e st men re t h e m o st l o gical m en a .

I n fact t h e l ogic al i ndividu al is likely t o be r at h er cold

,

an d ust e re
a T h e im agi nat iv e m nw h o is rul e d by his
. a

e m o ti on s r ath er th an by his i nt ll e ct is usu lly most su c e a

ce ssfu l in h an dli ng menand i nspiri ng ent husi asm and

l y l t y in th o s e ab out him Th ere w as nothing v ery
o a .

l ogic al for e x ampl e in t h e G erm an K ais er s ord er to

, ,
’

k eep forev er greent h e gr ave o f t h e soldi er w h o met his

d eat h pl ant ing t h e first G erm anfl ag o nt h e r mp rt s of a a

L i eg e T o invite ment o go ah ead and g et kill ed so t h at

.

th eir gr v es may b k ept greenis not logic l This did

a e a .
,

h owev e r i nspir e t h e G e rm an army to h ero ism and deeds

,
 HUMAN APP E AL S T HAT SE LL 3 19

of v alor which w as t h e K ais er s princip al s al es prob

,
’

l em t t h at tim e
a .

I t is by no m eans i nt ended t o intim at e th at lo gi c argu ,

m ent and sound re as oni ng are not ess enti al and even
vi t a l in most if not in all s al e s t alks T h e b est sal es
, , .

t alks are as a rul e a skilful bl ending o f i nt ell ect ua l

, ,

an d em oti o n al app eals .

1 0 6 App eal t o t h e int ellect — Arguing or r ea sonin

. g
with a pr o sp ect th at is appe l ing t o his i nt ell e ct c ause s
, , a ,

delib eration and cons e qu ently del ay H e co nsid e rs t h e .

a dvis ability o f buyi n g or not buyi ng wh et h er to giv e in

—
to t h e s al e sm an s argum ents or t o re sist th em H e will
’
.

weigh pro and cont h e qu aliti es o f t h e s al esm an s go ods ’

as comp ar e d with oth e rs T h e possibility o f not buying

.

is alw ays k ept in mind and t h ere is a feeli ng c onsci ous

, ,

or subconsci ous th at t h e p articul ar g o ods in qu e s t ion are

,

not t h e only one s to be consid ered .

I f by cold l gic and dir ect argmne nt t h e s al e sm an

, o ,

h as co nvi nce d t h e pr o sp ect th at h e ought t o buy it is ,

p ossibl e th at h e will h av e creat e d anant go nism which a

r end ers t h e closi ng of t h e s al e impossibl e Y et h e re .

a g i n w e d o not w an
a ,
t to g et t h e impre ssi o n t h at t h e intel
l ectu al app eal h as no pl ace ins ell ing T h e s al esm anw h o .

h s not studi e d his a rticl e u ntil h e can produce r e son

a a

a ft e r r e a s o n why a l o gic a l man should buy it is not ,

likely to succ eed Ar gume nt m u st be us e d t o a great

.

e x t en t at l east in intr o ducing a ne w co mm od ity or a

new v ari ety of anold one I t is e ff ective al s o w h e n an .

a rticl e h as e sp eci ally strong t alking points su ch s low , a

price extr ao rdi narily high qu li t y o r anu nu su l m thod

,
a a e

O f p acking T h e profe ssi on l purch sing age nt a n

. d t he
a a

d e p artment stor e buy e r h av e c mpe tit o rs g ood s in mi n d ’

o

an d will buy from t h e l e sm nn t b c us his pr p si

sa a o e a e o o

tio nis a good o ne bu t be c au e it i a be t t e r o ne H ence

,
s s .
320 SE LLING
a rgument is n ec ess ary in s elling t o traine d buyers I n .

s elli ng sci entific go o ds th eir abilit y t o do t h e work for

,

which th ey are d esign e d and do it w ell must be d emon

st rat ed . Ev en in th es e c as es how ev er sugge sti on and
, ,

t h e im agi nativ e app eal are us e d at t h e cl o s e T h e de .

p art men t stor e buy e r must im gi ne t h e goods moving a

r apidly T h e sci entific manmus t pictur e himse lf usi ng

.

t h e a rticl e As s al e sm e n w e sh ould r ealiz e t h at W hil e

.
,

t h e app ea l to t h e i nt ell ct h as its pl ace co ld logic and ah

e ,

str act argum ents of t h ems elves close few s al es Th ey .

must be a cc omp ani ed by s om e im agin ative appe al which

will cr eat e in t h e prosp ect s mind a m ent l pictur e o f his
’
a

condi t i o n and n eeds and conv ert conviction into anim

pulse to buy .

1 0 7 T h e imag in a t ive a e l — A pro m in e nt an d

pp a .

w ell to do l awy e r in a N ew E ngl and town h ad in his

- -
,

Offic e a v e rit bl e r attl e tr ap o f a typ ewrit er on which

a -

t h e typ e w as b adly brok e n an d out o f alignm ent A .

t yp ewrit e r s al esm an h ad m ad e s ev er al i n e ff e c t u al at

tempts to g et h im t o buy a ne w m achi ne T h e s al esm an .

point ed ou t th at t h e m achin e would not l ast much longer

a nyhow and t h at it w as not in k eepi ng wi t h t h e digni t y
o f t h e o ffic e but all to no av a il
, T h e l awy e r clung to
.

t h e Old m achin e Th en one d ay t h e s al esm an sat d ow n

.

in his Offic e an d t yp e d a p ag e o f l eg al cap on a dis

reputabl e Ol d m achine th at h e h ad t k en in exch nge ; a a

t h e typing w as bl o tchy br ok e n an d ou t of alignment

, .

N ext h e t yp ed a simil ar p age with one of t h e n ew est

,

an d b est m achin es in stock .

With this m at eri al in h and h e c all ed upon t h e l awy er

,

M r L awy er h e be g an wh enyou g o b e fore a jury

.
,
”
,
“

you are p articu l ar as to your dress You m ake sure th at .

your cloth es ar e car efully pr ess ed ; th at your shoes are

polish ed ; you are imm acul at e as to your linen ; and you
 HUMAN APP E AL S T HAT SE LL 3 21

w oul d n ev er think of app earing in court with your f ace

unsh av en Why ? You w ou ld be j ust as goo d a l awyer
.

in one g arb as anoth er Your arguments w ould be j ust

.

as f o rc e ful an d j ust a s force fully put You are afraid

— .

a poor ppe arance might l ess en oth ers Opi ni o n of your ’

a

abili t y— cr e at e a b ad impr e ssi o n in oth e r words , Mr . .

L awy er you don t a lw ays g et anOpportunity t o pr e s nt

’

, e

y ur c as e s in p erson Some tim es you are ask e d t o

o .

submi t bri fs H ow are you dre ssi ng your brie fs ?

e .

L ik e t his (showi ng t h e poorly typ e d sh eet ) so th at t h e ir

slov enly app ear ance d etracts from t h e force fuln e ss of
th eir argumen s Or lik e this (sh ow ing t h e n e atly t yp ed
t ?

sh eet ) in i mm acul at e and pl easing dr e ss so th at t h ey

app e al ev e n b efor e th ey re r e ad ? This app e al to t h e
”
a

im agi nation put t h e whol e m att e r in a new light T h e .

l awye r in his mi nd s eye saw t h e j udg e pick up his

’

slov enly bri e f and frown as h e gl ance d at it H e doubt .

l e ss recall ed cl o s e d ecisi ons wh ere h e h ad lost wh ento ,

his mi nd his m a s t e rly bri e f h a d e ntitl e d him to w in

, .

T h e s al w as e ff ct ed
e e .

By t h e im agi nativ e appe al is m eant t h e introducti on

into t h e pr o sp ect s mi nd Of s om e sugg e sti on arou nd
’

which t h e pr o sp ect constru c t s a m ent al pic t ure wi t h him

s elf as t h e central figure T h e r esult f t h e appe al t o t h e
. o

i nt ell ect is an alytic al in its n ature T h e r e su lt f t h . o e

im gi tiv pp e l on t h e th r h nd is synth sis t h e

a n a e a a , o e a e — ,

rel ating of one th ought to anoth e r and t h e buildi ng of

t h e picture in t h e mind of t h e pr sp ect Th e s al e sm an
o .

fur nishi ng a stimulus fo r this synth esis is s aid to be ap

p ealing to t h e im agin ati n o .

Anex amin ation o f m o st s elling t alks will r ev eal t he

f act th at th ey are aim ed at t h e em tions T h e v acuum o .

cl ean er s al esm an previously re ferred to caused one f o

his prosp ects to pictur e h ers elf going t o t h e mat in ee an d

111 —21
3 22 SE LLING
t he oth er to picture himself s allying forth e ach morni ng
brush e d by v acuum T h e t el eph one manwh os e w ork h as.

b een d escrib ed p i nt e d for t h e m erch ant a vivid pict ure

,
a

o f cle rks w a s t i ng t im e an d a m or e pl ea s ant one o f e ffici ent

.

s ervic e t o cust om ers Th er e is a build e r of suburb an .

h om es in N ew York w h o g oe s t o consid er bl e exp ens e a

furnishi ng one o f his newly c onstruct ed house s wi t h fi ne

rugs p eri d f urni t ure t ap e st ry and e xp ensiv e pict ure s
,
o , .

Al l pr o sp ec t s e t ak e n first i n t o t his m o d l h om e so
ar e

th at t h ey may im agi ne the mselv e s living t h re Th n e . e ,

an d not u nt il t h en t h eyare shown t h e ot h r h ous e s ; and

, e

th ey pictur e ev ery one furnish d like t h e m od l This e e .

s ame man h as i nst ruct ed his s l e sm ennever t o u se t h e a

w ord hous s but alw ys h m s b c au s t h l att er

“
e ,
”
a
“
o e ,
”
e e e

h s t h e gr at e r an
a d m or e pl easur abl e pp e al t o t h e
e a

im gi nati on
a .

Wh enw e study t h e gr eat achi ev em ents of hist ory t h e ,

great i nv ent i ons o f m n and t h e great discov e i e s o f a r

sci ence w e fi nd im agi nati o n to b e t h e f ound ati on Of

,

t h m ll
e I ns elli ng t h e im a gi nat iv e appeal is e ffe ctiv e
a .
,

b e c use it bri ngs up no t h ought o f c omp arison or of

a

criticism nd u nlike t h e i ntell ectu al app eal t ends to

a , ,

s ecur e imm edi at acti on e .

. o —
1 0 8 P sit ive sug g est i n T h e im agi n
o ation app eal is .

m ade by i nt oduci ng i nt o t h e prosp ec t s mi nd su g g es

r
’

t i ons c lcul t e d t o f orm o t h e r ass o ci ati ns

a a Wh en Pre s o .

ide nt Wils on onc e s aid th at t h e busi ne ss d epr ession in

t h e early p rt o f ni n et een fourt een w as pur e ly psych o
a

logic al h e voice d an e xt r em ely v alu abl e e xpl anati on

,
.

All d pr essi ons r e psych ol ogic al t o t h e e xtent th t

e a a
“
h ard tim es and t ight money t alk will suggest hoard
” “ ”

ing curt a ilm ent and r e tr enchm ent to t h busi ness man
,
e

an d b ank er nd t his a tti t ud e doe s much t i ncr e s e t h e

, a o a

proportion s o f any depression t h r m y b I n t h e e e a e .

 HUMAN APP E AL S T HAT SE LL 3 23

s am e w ay ano rd er bl nk spr ea d squ ar ely in front o f t h e

a

prosp ect is posi t iv sugg estion to h im to sign F or

a e .

this r eason most s al esm en if th eir busin e ss r equires a ,

contr ct pl ac e it b e for e t h e pr o sp ect b e for e t h ey st art

a ,

cl osi ng t actics T h e pen t oo is h and e d t o t h e prosp ec t

.
, , .

Som e s al e sm e n pr e f e r t o r ea ch for t h e pr osp e ct s pen dip

’

it into t h e ink and h and it t o him Eith e r is a positiv e .

sugg e sti on to writ e — to sign .

Th at th es e sugge stions canh ave any appre ci abl e eff ct e

is difficult to b elie v e until one r e calls som e more m ark ed

result s Of positiv e sugg estion S om eone cough ing in an .

a ss embl ag e starts co u ntl e ss oth er coughs A p ers o n sit .

t in g Opp o sit e anoth er ina str e t car y aw ns nd lo !t h e e , a

o bs erv er is y aw ning t oo This w ill nearly al w ays be s

, . o

e v e n though t h e bs e rv er h s c o nsciously a nd firmly

O a

set his mind ag ainst a cc e pting t h e sugg e stion t o y aw n .

One pe rs on l o oki ng int e ntly upw a rd will c aus e e v ry o n e e

who s ee s him to f llow his g az e I f t h e s t a ri ng on pe

o . e r

sever es it will b e but a f ew minut e s u n

, til h e is surrou nd e d
by a curi ous crowd g azing inte ntly upw ard
, .

1 09 Po sit ive versu s n

. eg a t ive su g g est io ns — A s al es
man who canr em ain in a h appy m oo d and m a int ain a
ch eerful smiling cou nt en anc e b efo re a pro spec t w h o is
,

i ncli ned to be cranky and crabb ed will ev entu ally sug ,

ge st ch eerful ne ss and a h appy mood to t h e custom e r and ,

b efore l ong will g et anansw e ri ng smil e b ecause O f t h e

,

p ow er o f p o si t ive suggesti n o .

T h e f o rm of a qu e sti o n ca nb e m ade to sugg est t h e

an s w er T his is a gre at pr p siti n d o nt vo u thi n k
“ ’
. o o o ,

so ? is a p o sitiv e sugg e sti o n which will bri n g anaffirm a

”

tiv e ans w e r D o you thi nk thi is a goo d pro position ?

.
“
s
”

is n eutral and m y b e ans w red ineithe r t h e a ffirm ativ e

a e

r n eg a tiv e Y o u d n t thi n k t hi is a good p ro p o si

“ ’
o . o s

tion is a n egativ e sugg esti n th at will bri ng a n egative

”
?
o
3 24 SE LLING
answ e r I nr et ail s elling ; W e h av e j ust s ecur e d s om e
.

new ne ckw ea r t h at w ill h arm oniz e with th at shirt you

h av e j us t purch as ed ; I am sur e you w ill b e i nt er est ed
in lo oki ng at it is a positiv e sugges t io n whil e I s th er e
”
,
“
,

not hi ng els e I ca n d o for you t o d ay ? ”

sugge st s t h e
a nsw e r N othing els e th ank you
,
“
, .
”

A g arm ent s al e sm an picking up his s ampl e scru t iniz ,

ing one o f t h e s eams cl se ly and pu t t i ng it down with o ,

o u t a w o rd will c aus e his pr o sp ect t o imitat e t h e action

, .

T h e pr o sp e ct will disc o v e r nothi ng but a r em ark bly a

w ell finish ed s eam which is e x ctly wh at t h e s al e sm an

, a

w ant e d him to disc ov er Throughout t h e s elling t alk t h e

.

s al esm an s ays : You will g et this and You will g et

“
,
” “

t h at an d th es e goods will s t ar t to mov e Off y our

” “
,

sh elve s t h e mom ent you g et t h em in i nst ea d of prefi x ,

ing his r em rks w i t h if you buy b ec us e t h e p o si t iv e

a
“ ”
a

a ss e rti oncr e at e s a positiv e sugg estion th a t t h e pr o sp e ct

is g o i ng t o buy .

I t will b e not e d th at two distinct kinds Of p sitive o

suggestio ns h av e been discuss e d : T h e p osit iv e su g g es

t i ont act which is in gr e t m an
o ,
y c ses sugges t i on
,
a a a , a

t o imit t e an acti o n ; and t h e p o si t i ve sugge s t ion i n

a t ro
d u ced int o t h e mi nd which giv e s ris e t o a tr ai nof thought
,

an d a m ent al pict ur e T h e l at t e r h s b een m ad e su ffi

. a

cien t l y cl ear by t h e e x mpl e s giv en int h e s e ctio no nt h e

a

imagin ative app eal T h e effi c acy o f t h e suggesti n is

. o

d ep endent up on t h e impulsiv e and dynamic n at ur e o f

ide as Ev ery id ea o r sugges t i o n i nt roduced into t h e
.

mind will r esult int h e ass o ci at i ng wi t h it Of oth e r id e s a

or u n
,
l ess imp e de d m ent ally or physic lly in anac t i on a , .

1 1 0 U se of m t ives an
. o d pp
a e a l s — A gr eat pi anist .

ru nning his fi ngers ov er t h e k eyb o rd s t rik es a key h er e a

an d a key th er e and cr eat es a b eau t iful m el o dy and ,

th en with sur en ess born of a thorough knowl edge of his

,
 HU MAN APP E AL S T HAT SE LL 3 25

i nstrum ent s t rik es t h e k eys f or grand h rm nious

,
a a o

ch rd An t h r might g o t hrough e x act ly t h e s am e

o . o e

m t i ons might strik e t h s m e numb er o f k ys might

o , e a e ,

prep are for t h e chord inquit e t h e s am e w ay but l acki ng , ,

t h e musici n s fi n e kn o w l ed g e of t h e i nstrum ent w uld

’
a ,
o

produc e no th i ng but disc ord ant s ounds T h e s l esm an . a ,

t o o is a musici a n a n
, d his i nst rume nt t h e m o st di fficult O f
all to m a st e r— man H e t o o by c e as el ss s t udy by co n
.
, , e ,

stant pr actic e and by t h e s am e l ov e Of his work th t

, a

an im at e s t h e musici an must l ear n to pl ay upon t h e

,

h eart stri ngs of his prosp e cts picki ng a no t e h er e and

-

,
a

not e th ere and striki ng full h arm onious ch ords H e .

must not nly m ast er t h e t chniqu e o f his pro f essi o n but

o e ,

a ctu at e d by a k ee n i nt ere st and a si ncer e l ov e for human

ity h e acquir es a knowl edge of hum an n ature th at en
,

abl es him with sur e strok es to t o uch up o n t h e motive s

th at mov e mento acti on to r each th eir int ell ects wi t h ,

s u nd l ogic o t o stir t h eir em o t i o ns w i t h f o rc ef ul im

o r

age s H er e th en is t h e r eal di ff e r nc b e tween t h e

. , , e e

young s al e sm an w h o st arti ng out with a thorough ,

k nowl edge o f t h e the ory of s el ling ge ts a few o rd ers and , ,

t h e big r e gul arly pr o duci n g st ar o f t h e s al e s forc e s

- ~

knowl edge of hum an n ature .

 C H APTER V I I I

ESSE NTI AL QUALI FICATI ONS OF A SA ESMA L N

111 . T ho u g h t , o —
nd w k C uriously enough
st u d y a
r

only one o f t h e qu al ifications e ss ent i al t o goo d s al esm an

ship r ef ers directly t o t h e go o ds to be sold ; t h e o t hers
h av e t o d o w i t h t h e s al sm an p ersonally T h e prof s
e . e

si o u a l b ack sl app e r typ e

-
f s al esm anh s giv enpl ac e t o
o a

t h e k een an alyst an d s t ud ent o f hum an nat ur e I t is .

not surprisi ng th eref or e th at t h e qu ali t i es of t h e suc

, ,

ce ssfu l s l e sm en O f t O d ay clos ely r e s embl e th s e w hich

'

a o

disti nguish succ essful men in g neral T h e s ale sm an e . ,

h ow e v er mus t p oss ess t o a high er d egree a pl easi ng

, ,

p erso n ali t y and a ke n symp athy for oth ers so th at h e

e

may e st ablish in a sh ort tim e th a t c onfid enc and e st eem e ,

t h e cul t iv ation of which menin oth er w alks may l eav e

to time .

Any list o f t h e qu alific ati ons ess enti al to sal esm nsh p a l

must b e mor e o l ess arbitrary Pr b ably no two s ale s

r . o

m an g ers would give e x act ly t h e s am e ans w e r wh en

a

a ske d wh a t qu ali t i s t h ey l ook e d f or in s al e sm en

e A .

cl o s e st udy of v ari ous answ ers t o t his qu esti on h ow ever , ,

r ev eals t h e fact t h at t h e differences e l argely m at t e rs ar

o f d e fin i t i n T h e list h ere giv e n is t h e result of t h e

o .

e xpe ri enc e of m an y succ essful s alesm en and sal es m ana

g ers.

T h e l ack o f som e Of t h e qu aliti es enum er ate d n eed by

no m eans disc our g e t h new s l esm an Th er e ar e few
a e a .

who h ave all t h es e qu aliti e s even fairly we ll d evelop ed .

T h er e ar e f ew e r who h av e n o n eg ativ e qu alitie s O ffs et

t ing th e ir p osi t iv e on es Th e man w h o h as all th es e

.

3 26
 QUAL IF IC AT I ON S OF A SA E SMA L N 3 27

qu alifications d ev el o p e d t o t h e high est possibl e ext ent

does not exist Ont h e o th er h and th er e are few s al es
.
,

menwho h a ve not s om e Of t h es e qu aliti e s at l east f airly

w e ll d evelop e d T h e Old t h eo ry th at s om e Of t h e qu ali
.

ti e s enum erat e d w er e i nh er ent and i nc ap abl e of d evelop

m ent is f ast giving w ay to a r ealiz ation th at whil e t h e ,

a cquisition of s o m e m ay b e mor e di fficul t th an ot h e rs ,

e duc atio n tr ai n
, i ng f avorabl e environm ent and c o nst an t
,

en d eavor w ill e nabl e most of us to r out ou t negativ e

qu aliti es and d evel op t h e strong p osi t iv e one s to a s atis ,

f ac t ry d egree Succ ssful s l esm anship is l argely a

o . e a

m atter of this co ns t ant ende av o r t o impr ove ones lf I n e .

this th er e are thr ee fund am ent al r equirem ents H ow .

ev e r s al e s m an ag ers may di ff e r as to t h e qu a li t i es th ey

r equir in s al esm en th er e are thr ee th at all will a gr ee

e ,

up on : t he h abits o f i nt ellig ent thought c onst ant s t udy ,

an d h ard work .

1 1 2 N a t ive abilit y — N ativ e abili t y is t h e qu ality

.

which m k e s one man n tur ally dull ; o ne man quick

a a

wi t te d and an t h r slow wit t d or with no w it at all

, o e -
e .

I t i nclude s aptitud e— t h e facul t y of graspi ng f cts a

quickly I t i nclud es i ntuiti on— t h e abili t y t o s ense in

.

st in ct ivel y t h e tru e st atus o f a giv en situ ati n I t in o .

e lud e s i n iti ativ e— t h e ability to o rigi nate t pl anand t , o o

c arry o u t t h e pl an I t i nclud e s ad pt abi lity— t he p ow r

. a e

t o fit o n e s s elf i n to ch anging e nviro nm ents and co ndi

’

ti ons I t i nclud es r e s ourc eful nss— t h e abili ty t o m ak e

. e

a mov e dict at e d by t h e circum st anc e s a n d to o ppos e t h e

cou nter mov es of oth ers .

Whil e this qu ality h as b een t erm ed i nh ere nt and ,

whil e it must be admitt e d th at a g od m e nt al equip o

m ent is e ss enti al to s al e m anship n ativ e ability ca n

s ,

be d ev elop ed to s om e ext e nt Aptitu d e can be d e

.

vel oped by study .I ntuiti n is t some extent anin

o , o ,
3 28 SE LLING
t erpr e t at ion of previ ous e xp eri enc e I nit i ative t h e .
,

a bili t y to origin at e an d pl an is d p e nd ent t o gr eat , e a

e xt en t up on knowle dge Ad apt abili t y can b e d vel .

‘
e

Op e d by thro w ing o n e s s lf i nto ch angi ng environm ent s

’
e

an d by s eeking t h e soci et y o f thos e f rom whom w e can

l earn . r

S om e m enare mor e brilli ant th a n oth ers Som by . e,

r eason o f temp er am ent and p as t environm ent e b tt er , ar e

fi t t e d for one occup ationth ana noth er N ative abili t y . ,

h ow ev er can b e d ir ct ed al ong s elli ng l in es as w ell as

,
e
‘

al o n g o t he rs and any individu al p o ss essing a f air

,

a mount of n ativ e abili t y canb e tr a ine d to s ell .

1 1 3 H eal t h — I n m an
. y walks of lif e som e men by
.
,

r eas o n of i nd omi t abl e will h av e succ ee d ed in spi t o f , e

bo dily ill ness Th ey are t h exc ep t ions th at prove t h e

. e

rul e h owev er and w e can only sp ecul at e as to h ow

, ,

much gre t er th ey might h ave b ee n h ad b odily vigor

a

b een add ed to th ir m ent al at t inm ents I t is m or e

e a .

common t o h ear o f menl ike Th eod or e R oos eve lt w h o , ,

by a s t rict syst em o f right livi ng right br eat hi ng , ,

right eati ng and right e x ercis e h av e built for th em

s elv es a s t rong b ody .

A s al e sm an pr ob ably m ore th an anyon e els e re

, ,

quires a go o d str ong h ealthy mind and b ody H e will

, .

fin d it d i ffi cult to influ enc e and d omi n t e stro ng and a

h althy p eopl e u nl ess h e hims el f is in t h e b es t o f con

e

di t i on b ot h m ent lly and physic ally— and one s physi

a
’

cal c o n dit ion h as much t o d o wi t h o n e s m en t al atti t ud e ’

e sp e ci ally as r e g ards Op t imism an d ch r f ul ne ss The ee .

s al esm an s arduous duti e s r equire a l arge d ily supply

’
a

o f str ength an d vitality and it is j ust as much a p art o f

his duti es to hims elf and t o his hous e t o see th at this
vit ality is r enew ed as it is t o kn o w his g ods o .

A s al e sm ansh ould not be s at isfi ed m er ely b ec aus e h e

 QU ALI FI C AT I ON S OF A SAL E SM AN 3 29

is not actu ally sick inbed M any a s allow ch ee k c ould

.

h av e col o r in it M any a blurr ed eye could be cle r

. . a

an d bright . A litt l e m o r e fi t ness for t h e fr ay would put

spri ng i nto m any a dr gging ste p T h e s ale sm an
a .

should be s atisfie d with nothing l ess t h an an attitu d e ,

a n a pp ea r a n c e and a c arri age t h at i ndi ca t e s t h e t op

notch o f bodily vigo r .

Em erson s ays : Physic al exub er anc e surch arge o f

“
,

art e ri a l blood a stro n

, g h e art and a boundi ng puls e
th es e are t h e b asis of t h e pow ers t h at m ake men and
nations great I n t h e l ast analysis gr ea t h u m an
.

a chi ev em en ts r est on p erfect physic l he al t h ”

a .

1 1 4 P rep a red n
. ess — T w o s l e sm e n w e r
a t alki ng to e

geth er in t h e lobby of a l arge hot el One of th em w h o .

,

h ad b e en s elli ng p a int succ e ssfully f or o n e co n c ern for

fift ee n y e ars confid e d t o t h e oth er th at h e h ad not done
,

a strok e o f busin e ss on t h e trip h e w a s th e n m ki n g and a

an nou nc ed his int entio nO f goi ng b ack to h is h ead qu ar

t ers in C l ev el nd and r esigni ng T h e oth e r w h o w as
a .
,

a s al e sm an f t h e n o e w school h avi ng asce rt ai ned t h at

,

this m ans p aint c onc ern w as an old but littl e k n w n

’
-
o

e st ablishm ent b eg an t o ply t h e olde r manwith qu es

,

ti ons as t o wh at p oints of sup e ri ority his p ai nts h ad

o v e r o th e rs h ow th ey comp ar ed in pric e with b e tt r
,
e

kn o w n p aints wh at reasons th ere w e re in his mind fo r

,

buyi ng his p ai nt in prefe renc e to t h e more wid ely d a

ve r t ised br ands Our p aint manw as un abl e to ans w e r

.

an y o ne o f th e s e qu e stions ! H e did not kn o w ! H e h ad

just b een dropping around on t h e d eal ers int h at sec

tion for t h e l ast fifte en y ears and h ad sold th em p ai nt ,

an d now h e sudd enly found hims el f u nabl e to s ell t h em

an mor e Th at w as all h e kn ew B e fore t h e conve r
y . .

s ation end ed h e h ad m ad e a n o te of t h e suggesti ns o

an d h ad d ecid e d to go b ack t o his co nce rn not t o re ,

33 0 SE LLING
sign but to g et t h e answers nd t ak e anot h e r swing
, , a

a r ou n d t h e circuit .

Th at manw as u nprep ar ed Sen ator B everidge w h o .

,

w as on c e a s al esm an s ays th at pr ep are dn ess is t h e s ecr et

,

o f most succ e ss es in this world ; f at e s eldom m ak e s

l agu e with t h e unequipp ed To succ ee d in s elling

e .

a nything t h e s al e sm an must pr ep ar e hims elf by first

,

a cquirin g a knowl edge of t h e pri ncipl es of his cr aft and

th en m astering t h e d et ails o f his prop osition H e must .

h ave his s elli ng p oints m arsh all ed and und er full con
tr ol H e must b e prep ar ed to answe r any qu esti ons
.

th at may aris e T h e fact th at a s al esm an may s t art

.

with a good pr ep ar tion does not m ean t h at his s t udy

a

c e s es wh e n h e be gins to work any mor e th an one

a ,

would exp ect a g od l awy er t o st op r eading l aw ft er

o a

st art i ng pr actic e Knowl edg e o f goods and of s elli ng

.

poi nts do not com e by intuition or inspir ation but by ,

study and applic ation .

N or should h is study stop at t h e selli ng p oi nt s .

Wh e n a s al esm an is not trav eli ng h e sh ould t ak e t im e ,

t o study t h e g oo ds h e is s elli ng I f h e h as not c om e p . u

t hr ough t h e m anuf a cturi n g d p artm ent and is not f e a

mili ar with it h e would do w ell to sp end som e of his

,

t im e int h e pl an t Th ere w as onc e a s al esm an who s old

.

a li n e o f t oys f or fi ve y ears b ef o re h e l e ar ne d th at gr eat

c are w as t ak en in t h e fact ory to ke ep t h e col ori ng m t a

t e fr e e from poison
r A knowl dg e Of t h e st o ck r o om
. e -

Of h o w ord ers are h n dle d p ack ed and shipp ed and o f

a ,

h ow c o ll ecti ons ar e m ad e will enabl e t h e s al esm en to

,

discov er wh eth er or not a cust om er s l ast ord er w as ’

shipp ed promptly b efor e h e c alls on him for anoth r ; e

an d wh eth er or not h e p aid for it .

One would suppos e th at no s l esm an ev er did n egl ect a

th es e t hi ngs Buy ers inv arious li nes will t estify h ow

. ,
 QUALI F I CAT I ON S OF A SALE S MAN 33 1

e ver th at t h e numb er of s al esm en w h o c all upon th em

,

unprep ared— without a prop er knowl edge of the ir

goods is l egi on Buyers in d ep artm ent st ores say
— .

th at it is quit e common for a s ale sm an to cal l for a

s ec ond ord er b e fore t h e first h as b een shipp ed I nst ead .

of be i ng fully inform ed of t h e facts t h e s al e sm n is , a

surpris ed to l earn from t h e buyer th at th er e h as be en a

d el a y .

Th e qu e stion : Wh at ki nd O f s al e sm a n s ecur e s y ur o

fri endship and your busi ness ask ed of num erous buy
? ”

e r s inv ari ably brings t h e r esp on s e : Show me t h e man

who knows his busin e ss and who cant ell me something
new about his busi ne ss and bring me new id eas ab o ut
min e This s eems to be e sp eci ally tru e of highly com
.
”

p e t it ive li n e s a nd points t h e w ay t o succ e ss for t h e s al e s

men who must comp et e with o th e rs o n pric e qu ali t y ,

an d se rvic e on an e v e n b a sis Th ere are any numb er

.

o f mensolici t ing ord e rs for pri n ti ng but the r e ar e com ,

p ar at ivel
y f e w a m o ng th e m who k now e n ough a bout

printing to furnish id e as or to o rig in ate pl ans for t h e

buy er T h e pr in t i ng buy er ni ne t im e s out of t e n does
. , ,

not know as much as h e sh ould about prin t ing a nd ,

therefore w elcom e s t h e manw h o broad e ns his i nfo rma

,

ti o n H e sh o ws his appreci ati o nby giving such a man

.

h is busi n e ss som etim e s e v e n at a high e r pric e T h e en .

gr aving s al esm an w h o k nows his busi ne ss and canc r o

r ec t l y int e rpr et t h e buy e r s id e as in t h e finish e d cut is

’

as succ essful as h e is r r e a .

T h e s al e sm an should g o b ack furth e r th an this He .

should k no w wh at raw m at ri l e nt e r int o t h e pro duct

e a s

h e is s elli n g t h e hi to ry f th s e raw m ateri al s nd

,
s o o , a

o f t h e pr o c e sse s th y g t hr ugh
e o T h e r et a il l ace sa l e s
o .

mancanw av e a v rit bl e r m nc ab ut l ce if h e w ill

e e a o a e o a

but r ead U p o n l ac s T h gr c ry al e sm an w h can

e . e o e s o
332 SE LLING
t alk about gr owing and c anning process es is aninter
e sti n g mant o t h e d eal er T h e cl othi ng s al esm an who .

knows s m ethi ng o f l ong and sh rt s t apl e w ool t h e

o o ,

pro c ess es int h m ki ng o f fi ne worst eds dy ei ng int h e

e a ,

pi ec e and int h e thre d and t h e sm ll d et ails th t m ak e

a a a

f or qu ality in a g arm ent can i nt er e st t h e buy e r and , ,

i ncid enta lly p o int out s om e of t h e sup erior qu aliti es of

,

t he g arm en t h e is s lling e .

M ost s al e s m anag ers t o d ay pr ovid a m o r e or l ess e

thorough and syst em atic trai ni ng for s al esm e n j oi ni ng

th eir org aniz ati ons giv e th m a fair w rki ng kn owl , e o

edg e Of t h e s elli n g point o f t h e goods th ey a e t o sell r ,

an d pr ovid e the m wi t h t h e pl an o f a s elli ng t lk th at a

h as pr ove d succ essful in pr actic e I f t h e s al esm an .

is empl oye d by a hous e th at d oes not d o th ese t hi ngs ,

or is s elli ng f r hims elf h e must b e his own s al es man

o ,

a g er to t h e e x t e nt o f pickin g t h e s elli ng points o f his

goods and pl an ni ng an e ffe c t ive s lli ng t lk I n this e a .

c on necti on t h t p r t i n f P rt I I I Of t his t ex t t e t
, a o o O a r a

ing o f t h e tr ai ni ng o f s al e sme n t h e buildi ng o f a s al e s ,

m anu al t h e picki ng of s elling p oints and t h e pl anni ng

,

o f a s e lli ng t alk should b e r ead .

1 1 5 Ambit io n an
. d app lica t io n Som e men dre am
— .

o f succ e ss o t h e rs will fr a nkly a dmi t t h at th ey are am

,

bi t i ons R e l ambi t i on how ev er is li nke d f st t o appl i

. a , ,
a

c at i on T h e men w h o will go f rth and s t ruggl e

. o

u nc easi ngly t o s atisfy the ir ambiti on are f ew and

far b et w e en Y et this ki nd of ambiti on is a prim e
.
_

r equisite o f s l esm anship Sal esm en sh ould t ake

a .

ambi t i on f or t h e ir ru n ni ng m at e and b e imbu ed wi t h

a s t eadfast purp os e of achi vi ng some thi ng worth e

whil e N w m ethods of i ncr easing s l es new av enu es

. e a ,

o f appro ach new u s e s f r t h e product ar e in m any

, o , ,

c as es discov ered t hr ugh t h e s al esm ans ambition to

, o
’
 QUALI FIC AT I ON S OF A SALE S M AN 3 33

m ake a rec ord C ompl ac ency on t h e oth er h and n ev e r

.
, ,

discov ere d anythi ng be tt r ed anythi ng or increas e d a, e ,

business Wh e n s el f s atisf ct i o n in t h e s al esm n be

.
-
a a

com e s indi ff e renc e and indol enc e h e is on t h e ro ad t o

dism al failure .

T h e spur of ambition should continu ally urge t h e

s al esm an for w ard D id h e h av e a good v olum e o f
.

s al es t o d ay ? M ake t omorrow s b ett er D id h e se ’

.

cur s me p rticul arly l arge singl e rd ers H ow c n

e o a o ? a

h m ke
e a t h e n ex t ones l arger H as h e disc v ere d a
? o

n w cl ss f prosp ects for his go ods Ar e th ere any

e a O ?

th at h e h s miss ed T h e reason m o st men achi eve so

a ?

litt l e is b ec aus th y attempt so lit tl e T h e more one

e e .

a ccomplish e s on t h ,o t he r h nd t h e m ore one be c om e s

e a ,

c ap abl f accomplish ing I n ord r t o exp and c ap aci t y

e o . e ,

the r efore ambi t ion n ee d only be c onnected with appli

,

cati on .

As t h e te rm is h er e us ed applic ation includ e s d et e r ,

mi n ti on to c arry things through ; a c ap aci t y fo r h rd

a a

w ork ; stick t o it ive n ss ; p ers v er an

- - -
ce and e ne rgy
e e .

A gr eat de al of t h e diff er enc e b e t w een succ ess nd a

f ailur e in any li ne is fou nd 1nt h e d egree of applic ation .

T h e r e is p erh aps no pr o f e ssion wh r e this is m r e a p

, , e o

p arent th an in s l esm anship A m n f f ir int e lli

a . a o a

g ence and great energy will succe ed in t h e s lli ng field e ,

wh ereas a man of brilli ant mi nd and littl e e n rgy is e

lik ely t o fail mis erably One o f t h e f r mo st r quisites . o e e

in s elli ng g oods is a c ap acity and willing ne ss fo r h ard

work Sal esm e n i nnume rabl e h ave sch em ed a nd
.

dr eam ed but as yet no s atisfact o ry substitute h as be en

,

found for w o rk .

1 1 6 O bserva t io n A s l e sm an arriv es in a to w n
. .
-
a ,

onto a bus and is d riv e n t his h tel H e imm e

, o o .

out his sample c ase and w alks up t h e street

3 34 SE LLING
t ohis first prospe ct H e should h av e obs erv ed s om e .

t hi n g int h at tim e which will enabl him t o s y s om e e a

t hi n g goo d Of t h e t ow nif nec ess ary F rom t h e m om ent .

h e g et s i nt o his pr osp ect s pl ac e Of busi n ss o int h e cas

’
e , r e

o f a r et ail s al e sm an t h e mom e n t t h e pr osp ect appr oach s

, e

t h e c ou n t e r sign als ar e fl sh e d at him in v ari ous w ys

, a a .

H e sh ould t r in his pow ers of Obs erv tio nt o see and in

a a

t p
er e tr th se sig n ls H e should be abl e t o m ak e a quick
e a .

m nt l not e of t h e surr ou ndi ngs o f t h pro sp ect s ap

e a ,
e
’

p ea a
r n ce n d t h e c on
a di t i ons inwhich h e fi nds him H e .

sh uld b e abl e to d et ermine wh et h er t h e circu mst anc s

o e

a e auspici ous for a f v o r bl e appr o ch

r H e sh ould
a a a .

obs e rv e t h e t on e Of his pr o sp e ct s v o ic e t h e e xpr e ssi n

’

, o

o f his ey an d his g ener al h e ing f or th e s e thi ngs will

e ar ,

i ndic at e t o t h e s l esm nhis m et h od f proc dur e T h

a a o e . e

r apid est im t e o f a pro sp ect will enable him t o adjust

a

hims lf t t h e si t u ati n wi t h t d el y Ab ove all h e

e o o ou a .
,

sh uld striv e t o b e quick t o Obs erv e nd t ake adv ant ge

o a a

o f ll i ndic at i ons t h at t h pr o sp ct h as r e ch d a f
a e e a e a

vo bl e d cisi on n
ra d is re ady t o h v e t h e s l cl o s d
e a a a e e .

This p o we r o f quick Obs erv ati on c n b e acquir e d and a

d ev el p ed by pr actice
o .

1 1 7 T act — S u ch Obs erv ati o n as h as j ust b ee n men

.

t ion ed is cl o s ely ss oci at ed wi t h noth r imp r t nt qu al

a a e o a

it y— t act A s l esm n tr v e li ng f r a cl o t hi ng h ous e

. a a a o

appr a ch e d ono e of t h p rtners Of a firm th at h ad e a

b e n h ndli ng his line inpr vi ous y e rs H e w as m t

e a e a . e

wi t h a v oll y o f abuse o f b ot h hims l f and his goods

e e .

Whil e h e st o d th ere h lf divi ni ng t h at t h e outburst h ad

o a

no fou nd t i on ot h r th nt h e cust om r s st t e o f mi nd
a e a e
’
a ,

an d w ai t i ng f or s om e d fi ni t e c ompl ai nt onwhich t o h ange

a no ffer o f djus t m ent t h e sp e k e r end e d abrup t ly wi t h :

a , a
“
B eside s I m not buying th t lin e any mor e My p art
,
’
a .

ner h s t ak en v er t h e m nag em ent of t h at d ep artm ent

”
a o a .
 QUAL I FIC AT I ON S OF A SAL E SMAN 335

Th e s al esm an s eeing t h e p art ner in t h e front p art of

,

t h e st o r e hurri edly e xcus e d hims elf with t h e s t at m en

, t e

th at h e would adj ust t h e m at t er appro ach e d t h e oth e r ,

p art ne r and s aid : M r Bro wn your p art n r te lls me

“
.
, e

th at you are buyi ng m ens cl othing this y ear Sh all ’

.

I bri ng my tru nks inh ere o r d o you w ant t o w alk acro ss

,

t h e str ee t t o t h ho t e l wi t h me n
e o w w h er e I h av e th e m

all Op en e d up Oh repli ed t h e p artner I gu ess

” “ ” “
?
, ,

I ll w alk ov e r t o t h e h ot el with you

’
.
”

Th at w as t ct T h e s al esm n divin ed th at t h e atti

a . a

tud e of t h e first man w as d u e to t h e f act th at h e h ad

not shown a s atisf actory profit t h e previ ous y ear and
not to any fault of t h e g o ods th emselv es so h e s aid ,

no thi ng about adj ustm ent H e furth er d cid e d th t . e a

t o show his go o ds in t h e store wh er e t h e o t h e r p artn e r

might i nt erf er e would end ange r t h e s al e so h e thre w ,

into h is qu estion a strong positiv e suggestion to t h e

p rosp e ct t o g o ov r t o t h e h o t e l wi t h him
e .

T act is d efi ned as t h e r eady p o w e r of ppre ci ati ng

'

an d d o ing wh at is r equir ed by circumst anc e s I t is r eall y .

t h e outw ard e xpr e ssi o no f intuiti o n I t is t h e attribut e .

th at enabl es a manto d e l with oth ers with out frictio n

a ,

th at enabl es him to ad apt hims elf t o circumst nc e s and a

do t h e right thi ng in t h e right pl ac e T h e t act ful s al e s .

ma nhumors h is custom ers o pinio ns wh e nt h y a re n t

’
e o

ant agonistic t o his g o ods ; h e co n f rms in his m an ne r o

an d sp eech t o t h e know n pe culi riti e s f t h e manwith a O

wh m h e is de ali ng H e b as es his se lli ng t lks o nh i

o . a s

custom er s lik es and dislik es H e av ids such t pics O f

’
. o o

conv e rs ati n with his custom e r as politics and religi o n

o .

T act in sh o rt is a s o rt o f sixth s en se a combin ation of

, , ,

wisdom and good judgm ent w hich en bl e s t he s al e s , a

manat a gl anc e to siz e u p t h e manan d t h e situ ati o nin

which h e fi nds him and t ak e t h e right ste ps t o se cu re
3 36 SE LLING
a n imm edi at e ord er and e s t ablish futur e c ordi al r e l a
t io ns .

A gr eat s al e s m an ag er h as s aid th at the r e ar e thr ee

kinds of s al esmen : M enw h o always say t h e right thi ng
a t t h e right t im e a n d know th e ir r ea s ons f or so d oi ng
— th ey are big s t eady produc ers ; m enw h o occ asi onally
say t h e righ t thi n g at t h e right tim e but who h av e no ,

d efinite r eas o n f or s ayi ng it ; th ey are sp asmodic pro

d u cers ; menw h o n ev e r say t h e right thi ng at t h e right
tim e b ec aus e t h ey h av e n ei t h er i nt uiti on nor t act— t h e
f ew s al e s th ey m ak e are m ad e by m ain str eng th
m
.

S o e f o r t u nat e p eo pl e are b orn wi t h t ac t highly d e

vel op ed ; o th ers h av e it but allow it to f a ll i n to disus e ;
stil l mor e must acquir e it ; and th er e ar e a few w h o
fi nd this imp o ssibl e L a ck o f t act ho w ev er is l arg ely a
.
, ,

m atter o f t h oughtl essne ss and selfi sh ness— Of b eing so

s elf c ente r ed as t o be u nabl e t o g et t h e oth er s point
-
’

of Vi ew .

I t may b e s aid th at t act sh ould be cul t iv at ed b ec aus e

it is as ss enti al t o succe ss as is k nowl edge ; withou t t act
e

a gr eat d e al of k n o w l e dg e goe s for n ot hi ng A simpl e

°
.
,

practic al nd e ffect iv e ru l e f r d ev el opi ng t ct and t h e

a o a

p ers on l m gnet ism th at g o s w ith it is f or t he s al e sm n

a a e a

t o s t ri v e to d o or s y som et hi ng in e ch i n
a t ervi e w th at a

will l eav e t h e pro sp e ct f e li ng b t ter f or h aving me t him

e e '

an d pr e p ar e d to giv e him a w arm fri endly r ec eption ,

on his n e xt visit .

1 1 8 C n
o .cen t r a o —
t i n T h e su ns r ays do n
. o t bur nu n
’

t il th ey ar e brough t t o a f ocus S ucc e ss r e sults not so

.

much fr om eff ort as fr om ani nt elligent direct i ono f ef

fort which int urnpr e suppos e s conc ntr ati on; conc entr e a

tion ont h e h bi t s t h e s l esm anis end eavori ng t o acquir e

a a ,

conc entr ti onont h e pl anni ng of work conc entr ati on on

a ,

t h e goods h e is s elling an d conc entr ation on t h e in divid

 QUALI F IC AT I ON S OF A SA E S L MAN 33 7

u al s al e This is a qu ality t h at must be acquire d by

.

cons t ant pr ac t ic e D avid G rah am Phillips a cl o se stu

.
,

d ent o f hum an n atur e s aid : M ost o f us c annot con een

,
“

t r t e at all ; an
a y slight dis t r c t i onsuffic e s t o disrupt and
a

d e stroy t h e wh ol e t rain o f though t A good m any can .

concentrat e for a few hours f or a w eek or so for t w o , ,

or t hree mont hs ; but t h er e c ome s a sm all achi ev em ent

an d t h ey a e s t isfi e d ; o a sm all disc our ag em ent an
r a r d ,

t h e y ar e dish e rt ene d a O nly t o t h r are few is given

. e

t h e pow e r t o co n c entr at e st e adily ye r in nd year ou t

-
, a a ,

t hrough go o d an d evil eve nts o r r ep orts C o nc entr a ”

.

t ion , orsi ngl eness f purp o s e is a dis t i nguishi ng ch ar a c

o ,

t erist ic of succ ess in s lli n g or in any ot h e r fi eld

e .

M os t pro positions are big nough and O f su ffi ci ent im e

port ance t o j ustify a s le sm ans entire tim e and atten

a
’

t ion a n d only by fr eely giving b o th can h e r e ach t h e

high est d egree of ffici ency M any mencould re ach at
e .

l e st a fair m easure of succe ss if th ey w ould but d evelo p

a

t h e po w er o f c o n ti nu ous c onc entr at ion B e c aus e th ey .

do not d ev elop th t p o w er bec aus e t h ey h amm e r all

a ,

a round t h e n ail inste ad o f hi t t ing it o n t h e h e ad th ey ,

c ontinu e to s ell th e ir s ervic es fo r j ust enough to eke

o u t ane xist enc e T h e s al sm n w h o would be su cce ss
. e a

ful tod ay mus t l earn to co nce ntr ate ll his thoughts

,
a

up on t h e work inh and As J h nD R ock e feller s ays

. . o .

“
I f you are in e arn est t t h e inn ermost fibre Of vouro

body th er e is no power th at canhold you b ack from t h e

,

o bj ect striv tt i n ”
yo u e t o a a .

1 1 9 C o u rag e — I t t ak e s cour age t o be ho n

. e st und e r

al l circumst a n c es ; t o a pply t h e w hip o f ambi t ion rel e nt

l essly ; t o l o k t h e t enth m n in t h e face with a smile
o a

aft er h avi n g beentur ned d w nby t h e precedin g nin eo

not with a smil e th at nds t t h e teeth bu t w ith o ne th at

e a

ext ends right t o t h e h e a rt ; to p ersist in t h e f ace of d iffi

m—cc
338 SE LLING
culty ; t o r efr ain fro m overi ndulgenc e th at will m eana
breakd ow n in h eal t h ; to forc e ones elf t o work at t op
sp eed ; and t o r efus t o let t h e m ent ali t y slumb er duri ng
e

w orki ng hours C ourag e in this con ne cti on is synony

.

mous wi t h a d et ermi ne d will— a will aki n t o aud aci t y ,

th at is fearl ess t o t h e v erge of r ecklessn ss t h at will not

e ,

yi eld to s eem ingly insurm ou nt able di fficu l t i es .

Want of c our age— f ear— m rs t h e first mom ent o f

a

t h e in t rvi ew ; m ake s t h e voic e sh ak e wh enit should b

e , e

r ou nd and full ; droops t h e m outh at t h e c orners wh en

it sh ould b e smili ng ; and robs t h e h andsh k Of its grip a e .

F ear o f t h e pr o sp e ct will c us e t h e s l e sm an i nst i nct

a a

ively to dislik e him ; pr ev ent him fr o m c arryi ng ou t

c ar efull y l aid pl ans ; and gr tly w e k n t h e cl os e
ea a e .

M ost y ou ng s al e sm enh av e this f ear at t h e st art Th ey .

canb e suc ce ssful o nly inso f r as t h ey ov rc om e it ; an

a d e

just s s oon as t h ey ov erc om e it ent irely t h ey will j o in

a ,

t h e r an ks o f t h e big produc rs N O s al e sm n should

e . a

all o w a l ack O f c o ur g e t o s t n
a d b et w e enhim and big
a

busin ess succe ss C ourage is one of t h e s al esm ans most

.
’

v alu abl e ass ets .

1 20 H o n
. est y — As a busi n ess pr o p osi t i on it p ays ,

to b e h onest— wi t h ones elf first Of all and t h en wi t h ,

o n e s firm an d one s cus t om ers M o d er n busi ne ss h as

’ ’
.

r ais ed t h e st and ard o f busi n ss et hics and m ad e hon sty

e e

p opul ar and profit abl e T h e s al esm an in ski ng him

. a

s elf wh t h er Or not h e is anh on st man— and w e should

e e

al w ays r em emb er th at t h e o n ly tru e ans w er t o t h at que s

t ion must c om e fr o m w i t hi n — sh ould b ear inmi nd th at
th r e are v ari ous gr d e s o f dish on esty I t t ak es a d es
e a .

p er at e man to act u ally mis ppropri at e his conce rns

a
’

fu nds ; and a sm all man t o p d an exp ns e accou nt

a e .

Th at manis dishonest as w ell w h o know i ngly ov ers e lls

a cust om er ; who m ake s l oose promis es t o se cure anor
 QUALI F IC AT I ON S OF A SAL E SM AN 3 39

d er ; who fai ls to ch eck a misu nd rs t andi ng fo r f ar f e e o

j eop ardizi ng no rd er ; w h o f ils t o g et a s ampl e r oom

a a

wh en it is to t h e be st int er es t o f his hous e to do so ; w h o

w aits over a tr ain or two to h av e t h e comp any Of a fel
lo w s al esm an t o t h e n ext st op— o r so a s n ot to br ea k up

a con geni al c rd p art y ; who c arri es a side li ne ; o r w h o

a

sp ends his sp are tim e in such a m n ne r as to give h is a

h ous e b elo w p ar s ervic e A s ale sm anc ann o t do any o f

-
.

th es e thi ngs and ret ain his s lf respe ct and t h e confi e -

d enc e and est eem of his conc ern and his cus t ome rs .

Th ere are s om e s al esme n w h o a e k no wn s one trip r a

“
-

p ers . Th eir first trip t o a t erri t ory re sults in a fi ne

”

volum e of busi ne ss Ev entu ally how ev e r t h re come s

.
, , e

a c an c ell at i onb ec aus e o f ov erselli ng a prot e s t th at t h e ,

s al esm ans promis e f anexclusive agency w as not k e p t

’
o ,

an d from e v erywh er e compl i nts Of sh ady d e alings a .

T h e s al e sm an is not in a p o siti o n to go ov r t h e t e rri e

t ory ag ai n and t h e ch anc es o f future busi ne ss fo r t h e

c onc ern are doubtful Th es e o ff ense s are n t t ol erat d
. o e

by t h e right ki nd Of employers— and any o th e r sort can

not buy t h e s ervic es o f s elf re sp ecti ng me n -
.

Th e tru ly ho ne st s al e sm an giv e s his h ous e t h e b e st

th at is in h im t ells nothi ng but t h e truth ab out hi
,
s

goods n ev er ove rs ells a nd can g o v e r his te rritory

, ,
o

a g a in an d g ain g th e ri ng ani ncre asi ng h o st O f fri ends

a , a

for hims elf and his conc e rn one ach t rip H e is a re .

“

p es ter .
”

Abov e all no one should se ll a propositi o n th at is not

,

st ri ctly hon est in e v e ry p articul ar T h e d em and fo r .

abl e s al e sm e n to s ell h o n e st pr o p o sitions so far ex c eed s

t h supply th at th e re is n r e as n f r a m an s soilin g
’
e o o o

his h ands with a dishon est busin ess A manc ann t sell . o

a pr oposition in which h e doe s n t be li e ve an d re ta inhis o

self resp ect and t h e est eem of his fellow men F u r

-
.
340 SE LLING
t h ermor e, dishonest success must always be count ed a
failur e I t is not ov ers t ating t h e m at ter t o say th at a
.

s al esm an s s ell i ng h ono r is his b est s elling asse t

’
.

1 1 C on n — A al e sm a n c on s equ en tly sh ould

2 .
fi d e ce s

h av e c onfidence in hims elf inh is hous e nd in his pr opo , a

sitiou B e for e a s le canb e m ad e t h e pr osp ect must be

. a

imbu ed wi t h confid enc e in t h e s al esm an t h e firm and t h e ,

pr opo si t i on T o i nspir e th at confid enc e in ot h ers t h e

.

s alesm n must first poss ess it h ims el f T h e s al esm ans

a .
’

succe ss will be indir ect proport i on to his e st im at e o f his

o w n abili t y his b li e f in t h e firm h e r epr e s ents an
, e d h is ~

faith inhis g o ods .

A manw h o m ak es a consci entious st u dy of his own

physic al mor al and m ent al char act eristics with a firm
,

de t erminat i on to c orr ect his faults and to d evel op his

effi ci en cy and w h is at all succ e ssful in c arrying out
, o

th at d et ermi nation th er eby acquir es j ust ifi abl e confi

,

d enc e inhims lf w hich enable s him to t ake up any prop

e

o sit ionw ith r e as on abl e a ssur an c e o f his abilit y to c arry

it thr ough to succ ss C ar eful dis t i nction sh ould b e
e .

m ad e b etweenconfid nce and c onc eit C onc eit is root e d

e .

in ignor nc e an a d a mis appr eh ensi o n of t h e f acts It .

thinks it can but it r eally cannot C onfid enc e is in

, .

t el lig ent f ai th b s d o nf act s a e I t beli ev e s it canand t h e

.

r esul t s d m onstrat e t h e truth of th at b eli ef Th er e is

e .

but littl e hope h owev er for t h e s l e sm an w h o do es n t

, , a o

b eli ev e i nhims elf T h e s al esm anwho is eas ily discour

.

a g e d wh entur n e d a sid e will n ev e r w in H alf t h e gi an t s

’
.

str engt h is in t h e c onvictionth at h e is a gi ant .

C o nfide nc e in t h e pr opositi onis not neasy thing t o a

m ai nt ai n T h e s l esm an usu lly st art s u t with b so

.
a a o a

lut e c onfid enc e in his lin e as his princip l s elli ng ass et a .

A gl anc e int o a c omp etitor s s ampl e room r eve ls vir

’
a

tu e s int h e comp eting line which h e do es not see inhis

 QUALI F IC AT I ON S OF A SA ESL MAN 34 1

own ; s few buy ers inform h im Of t h e sup eriority and

’

l o wer pric e s of still oth er li nes ; and b efo re long w e find

him writing in to t h e h us e about t h e sh o rtcomings Of
o

his lin e and t h e sup eriority of t h e comp eting li nes th t a

h e h as to fight Or if h e b e a sp eci alty s ale sm an a

.
, ,

f ew of his pr o sp ects be gi n t o ridicul e t h e id a o f his e

proposition being a nec e ssity for th em and his con

fi d ence b egins to w eak en ev e r so littl e at fi rst
-

but eventu all y su ffi ci ent to throw him int o a d e

sp on d ent st at e an d s end him out h alf whipp e d ev ery -

d ay.

A gr eat m any s al esm e n b egin each work ing d ay by

s elling th em selv es b efqr e th ey pr es ent th e ir pr opo si
”

tions to anyo ne els e T hey go ov e r eve ry s elli ng ad

.

vant ag e o f th eir goods th ey pres ent th eir pro p o siti o n

,

to th emselv es just as th e y would to t h e most obsti nat e

buyer and th ey prove to th ems elve s absolut ely th at
,

th eir propositions are t h e b est on es on t h e m ark et th at ,

th eir hous es are t h e b est in t h e busin e ss and t h at no ,

on e is so c ap abl e of s elli ng th eir line s as th ey are th em

s elv es This r e fr esh e s t h e s al esm ans me mory re gard
.
’

ing t h e ess enti al points of his s elli ng t alk vit aliz es h im ,

f or t h e d ay s work and r ekindle s confid e nc e in himse lf

’
,

in his lin e and in his hous e .

C onfid enc e in t h e hous e th at empl oys him in its fi n an ,

cial conditio n s in its ability to k ee p its promis es int h e

, ,

ch aracte r and t h e id eals o f t h e menat its h ead and in ,

its d esire to d eal ho nestly with ev erybod y is an im ,

mensely v alu abl e ass et for t h e s al e sm an I t increase s

.

his r esp ect and liki ng fo r his e mpl oyer it pro motes sat.

isfact ion an d cont entm ent it giv e s him a ssur ance o f

.

solid b acking and it adds dignity t o his w o rk F u r

, .

t h e rmo re if h e r ealiz e s th at th e s e are t h e me nw h o h ave

,

put out his li ne and put th eir m o n ey and re pu t a tions

b ehind it h e will r ealiz e th at his go ods are right d espit e
,

t h e alluri n g app ear anc e o f th r li nes o e .

1 22 E n . t h u siasm — E n t hus sm is c on
. fid ence in ac
ia

ti o n ; every big achie v em ent in t h e world s history h s ’

a

b een d u e to it ; n ot hi ng gr eat w as ev e r d one with out

it I nt h e s al esm anit is t h e whit e h eat which fus e s all
.

t h e othe r qu ali t i e s of which w e are t alki ng h er e i n to one

eff e ctiv e whol e Enthusi asm n eeds only dir ec t i o n t o
.

turn it into succ ess ; and no m att e r how big t h e set

b ack may h av e b een any pl ce canbe r eg ai ned if en
, a

t h u siasm is not lost E nthusi sm is t h e life of t h e int er

a

vi ew T h e s al esm an w h o h as it t alks as if h e m eant

.

wh at h e s aid b ec aus e h e d oes m ean it H e is w orking .

for t h e l ov e o f t h g am e J ust th e n h e w ould rat h e r

e .

b e s elli ng th es e go ods th an d o i ng an ything else H e .

is fired with anint ens e d esire to imp art his en t husi asm
to ot h ers En t husi asm m ak es a s al esm an talk sh 0 p
.
“ ”

wh enev er th er e is t h e slight est ch anc e Of infl u enci ng a

s al e I t en bl es him t o forget dis app o intm ents and fail
. a

ur es and to st art afr esh with r en ew ed d et ermin ation t o

succ eed:
T h e s al e sm an s enthusi a sm must be imp art ed to t h e
’

pr o sp ect or th er e will b e no s al e I t may b e suppress ed .

,

but i must be th er e E nthusi asm is t h e force th at grips

t " .

t h e at t e nti o n o f t h e custom er th t impr ess e s him with

, a

t h e s al esm ans sinc erity t h t m ak e s him f o rg et i n hibi t

’

,
a

ing th oughts and c arri e s t h e s al e p ast all Obst acl es to a

,

succ ssfu l consumm ti on!

e a

E nt husi asm is t h e qu alit y more th an all oth ers th at

m ake s a s al esm an blivious to di fficul t i es th at m ak e s
o ,

vi t al his s elli ng fforts m ak es him forc ful and Opti

e , e

m istic turns app ar ent d e feat i nto succ ess cr eate s a

, ,

b nd o f symp at hy b etween buyer and s al esm n ch ng s

o a ,
a e

ap athy t o i n terest and m ak s p ers on al s l esm anship

, e a
 QUALI F IC AT I ON S OF A SA E S L MAN 343

t he vit al factor th at it is int h e distribution of t h e world s ’

goods .

1 23 o
L y l y
. a t — C los ely associ at ed with hon e sty con ,

fi d en ce an d e nthusi asm is a f ourth qu ali t y a highe r ,

product which d ev el o ps wh e n m en ass o ci at e in groups

,

tog et h er I t sh ould b e p oi nte d out th at t h e s al e sm n

. a

should be l oyal t o b oth hi s hous e and hi s cus t om e r Th e .

on e is not i n comp atibl e with t h e oth er and as h e st ands ,

b etween t he two h e should look a fter t h e b est int ere sts

,

o f both L oy alty is som ethi ng mor e t h an this how ev e r

.
,
.

A conc ern which is tod ay firmly and succ essfully e s

t ablish ed h ad to ask it s s al e sm e n early in its c ar ee r
t o go without an y comp ens ati o n for a p e riod O f
a lmost six m o n t hs I n o th e r w ords it ask e d th em t o
.
,

st ay on t h e firi ng lin e s elli ng go ods and support th em

s elve s without t h e comp any s a id Eighty per cent o f ’
.

t h e men st ay e d an d worke d wi t hout a ny l o ss of confi

d ence or enthusi sm und er th o s e co nditi ons Th at w as
a .

ane x ampl e Of l oy al t y at its b e st T h e t w enty per c ent

.

who quit were doubtl e ss h on e st prob bly h ad c o nfid enc e , a

in t h goods and w ere en t husi stic I t would s eem

e a .
,

th ere fore th at l oyalty is som ethi ng high er th an any f

, o

th es L oyalty b e g ets l oy alty and t h e s al e sm an w h o is

e .

l oy al t o his house and to his customers w ill find th at

th ey are also loy al t o him .

1 24 O p t imism — Th e r e are t w o kinds of optimists

.

t h e manwho abs olut ely r e fus e s t rec gnize th at u v o o a

thi ng is wrong in t h e w o rld ; and t h e manw h rec g niz o o

ing th at lots o f things are wr o ng h as a che e rful f ith a

th at th ey will be m ad e right and th at h e canbe a power

in h elpi ng toward th at end T he first is t h e o strich .

typ e —a f als e o ptimist T h e s ec o nd is a t r ue Optimist

. .

L ack f ambiti o n i no di ff erence l azi ness and sat i fa

, , s c

tion with eas e and qui e t are n t o ptimism To sit sti ll o .

3 44 SE LLING
a nd becont ent to see ot h er men f orge ah ead— th t is a

f als e op t imism T O know th at only e ff o r t c n bri ng

. a

improv em ent th at all progr ss is t tained only t hr ough

, e a

struggl e a d through gl ry in t e struggl e th at is

n ,
o h —
r eal Optimism .

I n its pr actic al app l ic ation optimism c arri es a Spiri t ,

o f ch ee r go o d f ee lin
, g and goo d tim es to t h e prosp ect .

E nthusi asm pr esuppos es o ptimism and Op t imism do es

much t o ge n er at e enthusi asm Some ne h as s id th at a
'

. o a

gr eenmancanl earn to s ell g ods but a blu e mancan o ,

not T h e g ener al p ss eng r ag nt Of t h e L ck aw anna

. a e e a

R ailr oad sh ow ed his ppreci ati on of op t imism and a

ch eerfulness wh en h e issu ed to his tick et s ellers t h e or

d er : A smil e wi t h ev ery ticke t
“
.

1 25 I mag in . a t ion Two mensee a picture of one o f

.
-

t h e f am o us G e rm an si e g e guns T O on it is j ust a . e

great cumb ersom e gun T O t h e ot h er it c onj ur e s a pic

, .

tur e Of t h e ass assi nat i ono f t h Au st anG r nd D u k e ; e r1 a

ultim atums b et w een Eur op eann ati ons ; m obiliz ati on of

armi e s ; t h G e rm a n d ash acr o ss B lgium ; and t h e h u n
.

e e

dr ed mil e b attl e line on t h F r nch front i er H e s ee s

-
e e .

d ev ast ate d t o wns; h om el ess p eas ants and rui ned ca ,

t h ed al sr T h e first m anp o ss e ss s no im agi n t i on T h e

. e a .

s ec ond h as im agi nation o f gr eat r ange and i nt ensi t y .

T h e f o rm e r w ould n v e r m k e a s l esm an All thi ngs

e a a .

must b e picture d in t h e mi nd b efore t h ey are r aliz d e e

a nd if t h e s al esm an w ould app eal t o t h e pr sp e ct s im o

’

ag in at ion h e must first b e abl e to pictur e hims el f d o i n

, g
so an d th en be bl e t o g et a cl ear pictur e in his ow n
a

mi nd of t h e pictur e h e i nt ends t o p i nt f t h e pr osp ect o or .

With out im agi nat ionhims elf t h e s l esm anc annot h op e ,

a

t o app e al t o t h e prosp ect s im agi n ati on

’
.

1 26 E d u ca t io n— T h e s elli n
. g o f a c ommodity app eal
ing t o highly cultur ed w ell educ t d p eopl e c lls f or a ,
-
a e a
 QUALI F IC AT I ON S OF A SA E S L MAN 34 5

s alesm an of cul t ur e nd s om e book l e arning T h e s ella .

ing of a technical appli anc e usu all y calls for a t ech

nically t r ai ne d mi nd A manof lit t l e or no po lish and .

sm all b ook l earni ng may se ll a r eas on able v ol um e of an

o rdi n ary articl e T h s al e sm a n in an li n ee how v e r
.
y e , ,

must be ane duc at ed man F or educ at i o n inits bro d . a

est s en s e m eans a knowl edg e of n at ural fo rc es Of h u ,

man n atur e of things t h at are g o ing on about us in

,

t h e world t o g et h e r with t h e p o we r t o in
, t e rpr e t th em .

I n this s ens e m any a manwho h as n eve r h ad more th n

, a

a gr amm a r sch o o l tr a ini n g is highly educ at ed K een .

o bs e rv ation an d nativ e ability h av e e n bl e d him t a o

broad en so th at h e is big enough t o find points of con

t act with m o st men A p erson w h o will thi nk s eriously
.

o v e r t h e qu alific ati o ns th at h av e b ee n enum erat d inthis e

ch apt er and who will m ak e a d etermine d and fairly suc

,

ce ssful effort to a cquir e th em will h v e rece ived a lib , a

e r a l e duc ation in t h e pr o c e ss th ugh h e h av e h ad but , o

littl e pr evi us sch o oli ngo .

o
1 27 V ice a n
. d app eara ce n — A loud strid ent voice . ,

an d h arsh m anne r ar e lik ely to turn a prosp ct a gai nst e

t h e s al esm a n ; th e y will c e rt ai nly r e p el o ne o f fi ne r se nsi

b il it ie s A low cl ea r full s oothi n
.
,
g v ic e w ill d much
, ,
o o

to pr edisp o s e t h e prosp ect to ward t h e s al e sman N O .

man who must spe ak sh ould n egl e ct t h e cul t iv atio n o f

his voic e H e should be p articul arly c areful to kee p
.

it low .

Th ere are m any exe rcis es which will train and c ulti
v at e t h e v ic e O ne th at is k n wn to produce sa ti
o . o s

f ctory res u lts is t o r e d p oems aloud Anoth er f

a a .
, o

c ours e is t t ak e l essons fr m a v c al i nst ruct r T h e

, o o o o .

symp th etic t on o f v o ic e sh ould be p articul arly culti

a e

vat ed by s l e sm e n T h e s al e sm a n should le arn t

a . speak o

l rg ly with his t th and lips since th ese will en abl e

a e ee ,
3 46 SE LLING
h im t o t hr ow his voic e ev ery w h ere and at t h e s ame time
pr v ent his g et ting wh at is kn own as sp e k er s t hr oat
e a
’
.
”

T h e l rg e am ount o f sp eaking th t is re quir e d on t h e

a a

p rt of t h e s al sm an c aus e s a dry t hr o t nd a r aspi ng

a e a a

e xpr e ssi on u n l ess t his inj u nction be Obs erved .

I t go es wi t h out s ayi ng th at a s al esm n sh ould lways a a

be w e ll dr ess e d and w ell gr o om ed S lov enliness pr eju .

dic es a pro sp ect ag ai nst him and his pr op o siti o n H is .

cl thi ng should be fr eshly press ed and his li nen im

o

m acul at e ; his shoes should b e of good qu ali t y we ll ,

shine d and h av e straight h eels T h e s al esm an must

, .

be c r eful o f his t eeth hi s h ir and his fi ng r nails and

a , a e

sh uld not pp ear b efore h is prosp ects with a d ay s

o a
’

grow t h of h ea d onhis f ac e r .

T h e k ey no t e o f t h e s al e sm an s dr ess sh ould be u nob

’

t u siveness
r Any ex agger at ioninhis c stume is d et i
. o r

m ent al T h e finest ki nd o f F r ench pl te gl ass is so

. a

cl ear th t wh enst andi ng n ear it one is not awar e o f t h e

a

gl ass b efo r e his visi on So t oo t h e b est dr e ss ed man .

, ,

is h e wh ose pp r el attr acts no tt ent i on t o i t s lf

a a a e .

1 28 P erso n
. alit y — P ers on ali t y is th at inde fi nable
s m et hi ng which m akes t h e pres ence o f one man w el
o

com e and t h pr es ence Of anot h e r u nw elcom e C om

e .

bined wi t h symp t hy and t h e ability t o se t h e ot h er

a e

f ll ow s p o i nt of v ew it is t h prim e facto r int h e quick

e
’
1 , e

cre ati o n f c onfid enc e P ers onali t y is th at qu li t y

o . a

which ch ar act eriz e s nd distinguish es one pe s n fr m

a r o o
o

an ot h e r no t by his n
, ature n or by t h e w
y his f eat ur e s
, a

a e m old ed but by his e xpr e ssi o n ac t io n

r , s and m nn r , a e .

I t i ncl d s p o is e th at myst ri ous qu ali t y w hich is m or

u e ,
e e

th anm ere c alm or assuranc and w hich en ble s it s pos e a

s ssor t o app ear t o a dv an

e t age be at eas e in anv circum ,

st anc e .

I t is d ub t ful wh et h e r a ny o ne sh ul d e v er try t o s e
o o
 QUALI F IC AT I ON S OF A SALE SMAN 3 47

quir e a p ers onality P erson ality is t h e sum t ot al of

.

ne s h bits o f th ought m e nt ality e duc ati o n e xp ri enc e

’
o a , , , e

an d qu al ificati o ns I f t h e s al esm anw ill but d ev t e his

. o

att entio n to a cquiri n g t h e o th er qu alific ati ons set down

inthis ch apt er h e will b e building a forc eful pl eas ing
, ,

p ers o n ality .

1 9 S e f an
2 . l a lysis an o
d imp veme t
-
r n — T h e abil ity to
sit down at t h e end of t h e d ay c ar efully r evi ew t h e d y s ,
a
’

work and d ecid e j ust wh er e and h ow h e h as b ee n weake r

th an h e should h av e b een is a most nec ess ary qu ali t y ,

for t h e s ale sm an The r e is som e r eason for t h e l ss o f

. o

e v e ry s al e I t m ay not b e his f a ult but it is s a f e r fo r

'

.
,

him to a ssum e th at it is and to end e avo r t o put hi fi nge r s

upon his mist ak e H e should als o run over t h e list o f

.

e ss enti al qu alific ations o f a s al esm a n an d d e cid e inw hich

of them h e is l acking D uri ng this p eri o d o f intr . o

sp ect ion t h e s al e sm a n sh o uld b e thoroughly h o n

, e st w ith

hims elf Th e manwho h as t oo much s el f c onc e i t t o ad

.
-

mit h ims elf at fault c ann o t p erform this t sk o f i ntro

,
a

sp ect ion an d should k e p aw ay from s e lli ng as an o e c

cu p at ion I t is only by disc ove ri ng and o ve rc omi ng

.

his ne gative qu aliti e s and by strength ening his p sitiv o e

on es th at t h e s al esm an can exp ect t o g ro w So th at

, .

t h e s ale sm an may c arry on a p articul arly compl e t e ,

th o rough and syst em atic inv estigatio n f hims l f at reg o e

ul ar int erv als a prominent N e w Y o rk firm h as d evi se d

,

a s elf an alysis ch ar t which is r produc e d on p ag es 3 4 8

-
e

a nd 349 .
3 48 SE LL I NG

SELF AN ALYSI S CHART -

An lyz a e l
yo u rse f by m a ing you r k ow n st and ing w it h re gar d to ea ch of t he
q ua ht i lies d below
st e . For c nv ni n o e e ce u se t h e fo ll ow i ng sca e : l
l c Nea r y pe rfe t .

G d oo
Ab v h v g
.

o e t e a era e

Av g
.

era e

B l v g
.

h e ow t e a era e.

D fi i n e c e t
Alm t h lly l cking
.

os w o a .

Ob vi ly h q l i i l i d
ou s t e ua t es st e are not all e l
qu al y import a nt Th e ir l iv
re a t e
k
.

import a n ce d epen ds i npart , ont h e w or you are d o ing or for w h ich you are be ing
,

co nsid ered

l c l l l
.

Your an a ysis w h e n o mp e t ed arge n

“ ’
sh ou d sh ow a few 1 s 3 umb er of
v
, , ,

2 s an a sm aller n and no 6 s or
“ “ “ “ ”
u mbe r o f
’ ’ ’ ’
d 4s ery few 5 s
x
, ,

Reme mbe r t h at one o r t w o st riking d efec t s, no m at t er h ow e cellent a ma n8 o t h er

’

l
q ua it ies may be a re o ft ene nough t o disqu a ify h im for a h igh grad e of d ut ies l
l v ckl l
.
,

6 s an
”
You sh ou d end ea o r as qu i y as possib e t o l emove t h e
“ ” “ ’
d 7s
’

fro m your an a ysisl .

I . Ph y i l Q l i i
s ca ua t es .

() aCh i fl y inh nt — bj t h
e v m c l iv ere su ec ow e er, to so e u t at io n
P p iz nd
, .

fb d
'

1 ro er s e a st ru ct u re o o y
C c nf m i n f f c nd
.
‘

2 o rrect o or at o o a e a
Ph i l i l i y
.

3 ys ca V ta t
C
.

4 g (d p nd in g np i i n
orre ct a ) e e e o os t o

c l iv i n
.

(b ) C h i fl y q i d nd b t e ac u re a su je c t o u t at o

5 G n l g d h l h
. e e ra oo ea t

7 I mp iv nd pl ing f i l xp i n
ress e a eas ac a e ress o

8 Pl ing v i nd nn i i n eas o ce a e u c at o
P nl n n
.

9 erso a ea t ess
App i d nd pl ing pp n
.

0 rop r at e ress a ea s a eara ce

l B d il n l ( g bil i y
o q i lyy co t ro e. a t to s1 t u et
nd b nc f n v
.
,

a n ) a se e o er ous ess

12 Q i kn f b d ly m v m n
. u c e ss o o i o e e ts

M n l Q li i
e ta ua t es .

(a) C hiefly inh erent .

I4I magina t ion

.
fi/
15G ood memory
.

16R easoning ab ih t y
.

(b ) C h ie fl y acquired
l
.

17 G ood e emen t a ry ed ucat ion

l
.

18 High er genera ed ucat ion

.

19 Special ed uca t io n1nbu siness

l
.

Specia ed u ca t ioni nsalesman

'

20 . sh

21 Habit s of t h o ugh t and st u d y

fi x
.

22 Of ce e perie nce
ll x
.

23 Se ing e p erience
x v x i
.

24 E ecut i e e per e nce

C
.

25 o rre ct co n ce p t io n o f t h e p r o p osit io n
l k l
.

26 D e t ai ed now ed ge of t h e p ro p osit io n
A v
.

27 ccu r acy of o b ser at io n

C
.

28 on .ce nt rat ion

 QU AL I F IC AT I ON S OF A SAL E S MAN 349

31 Abil i t lk ll ty o ta we
Abili y t i ll
.

32 t o wr te we
iz in
.

33 O g n
r a g b ili y a t
A ni n d t il
.

34 . t te t o to e a s

37 . B rea d t h o f ie w v
38 . Fair min d ed n
-
ess 0 0 0 0 0 0 0 0

Te mpera ment a l Q lit i ua es .

(a ) C h icfly inh erent

l
.

89 . Wi l

41 Liking f or yo ur w or k
(b ) C h i fly q
.

e ac uired .

42
43 .

44 .

45 .

46 .

47 .

48 .

49
l
.

50 . Se f -
co nfi dence
51 .

52 .

53 .

54 .

55 .

56 .

67 . G ood b usiness h a b it s
58
Pi
.

59 o se

H l pf ln
.

60 e u ess
i i iv
.

61 . In t at e

62 Di i n
scre t o

W ill ingn
.

63 ess to acce p t
P
.

64 . ow e r d min to o
65 .

06 .

67 .
 C H APTE R IX
TH E S A LESMAN S DUTIES ’
AND RES O S B P N I ILITI ES
1 30 A mans
sal es o nsibi lit
’
— T h e s
resp al e sm an on
.
y
t h e r oad is to a gr at ex t e n
,
t a busi n ss e x ecu t iv e an
e d , e

m ast er o f his ow ntim e Whil e a s al e s m anage r may b e

.

abl e to ch e ck him up by his r e ports by t h e v olum e of his ,

busi ne ss and by previ ous r ecords in t h e t erritory it is

, ,

quit e possibl e for t h e s l esm n to p ass muster without a a

h aving giv en his b est effort s t o his house Pr ob ably n oth .

ing s ep ar a t s t h e busine ss exe cutiv e from t h e sub ordi nat e

e

more sh arply t h an t h e f ct th t t h e av er a g e subordi nat e

a a

h as ani ncli nation to Shirk and th at h e n eeds sup e rvisi on ,

while t h e e x ecutiv e h as a natur al i nclin ti o n t o put forth a

his b es t effort s and not t o quit at t h e first o pportunit y .

T h e s al e sm an sh ould b e pr oud o f b e i ng in t h e execu t iv e

’

cl ass and sh ould should er ch e r fully t h e re sp onsibility it e

en t ails H e is nhis honor ; nd b e it kn own th at t h e

. o a

v ast m aj ori t y o f s al e sm en th ough u nd er t h e const nt , a

t emp t ationt o l oaf ont h e j ob do should e r t h e r e sp onsi ,

b ilit y ch eerfully and w arr ant t h e trust th at is pl ac ed in

th em .

V ery o ft e n a s al e sm an working und er str aight com

missi o n fe els th at h e h as a p erfect right to st 0 p work for
a da
y or ev enm or e if h e so d e sir e s M y c o mp ens ati o n .

stops wh enI stop h e argu es ; why should t h e h ous e kick

,
” “

if I am s atisfi ed ? C ommissi on men are c oming m o re

an d mor e t o r ealiz e h ow ev er th at whil e th ey may h av e
, ,

a l e g al right t o do t his t h ey c ert ai nly h av e no m oral

,

right F or t h e hous e in exp ect ation of t h e busi ness

.
,

3 50
SA E S L MAN S ’
D UTIES AND R E SP ON SI B ILI T IE S 35 1

t h ey are g oi ng t o bring in by working ev e ry d ay h as ,

provid e d c ert i n f aciliti e s in t h e f ctory for producing

a a

t h e comm o dity sold n d in t h e offi c e for h and ling t h e

a

sal esmens ord ers I f t h e anticip ate d numb e r of ord ers

’
.

do n ot c om e in t h e e xp en s e s are not au t om atic ally re

,

d u ced ; th y go on bout t h e s am e as b e fo re
e a T h e c o st .

o f h andli n g t h e individu al ord er is high e r and t h e net

profit is reduc ed I f any numb er of t h s al e s fo rce t ook
. e

it i nto t h eir mi nds t o r est up f or a coupl e o f d ays it is ,

quit possibl e th at t h e hous e would su ff e r anactu al l o ss

e .

C ommission menare be gi nning to see th ings in this l ight

an d to a ssum e t h e r esp onsib ili t y .

I n this con nection H ugh C h alm ers t ells of t h e st and

,

a rd h e set for hims lf wh en h e w as s e ll ing o n str a ight

e

c ommission H e p aid his ow nexp ens es o f cours e and

.
, ,

h e set ou t to earn t h e s e e xp e ns e s f or t h e entir e mon t h

duri ng t h e first twelv e d ays This w as aninc entiv e t o .

hustle t h e first p art o f t h e month so as not to run over t h e

all ott ed tim e f or cov e ring e xp e ns e s H is commissi o n .

duri ng t h e r e st o f t h e month th en w as cl ea r profit , , .

This w as aninc entiv e to hustl e during t h e l ast h alf o f

t h e m on th so th at t h e m o n t h s pro fits might be as l arge ’

a s possibl e On t h e l ast d ay o f t h e m o nth h e strov e to

.

cl os e as much busi ne ss p ssibl i nc e e v e ry s al e th at as o e, s

w s clos e d c o u n
a t e d o nt h e profits o f t h m o nth wh re s e , e a ,

if it w e r e d el ay e d a d ay t h c mmissi n h ad to g to , e o o o

w rd t h e exp e ns es o f t h n xt m nth This l o v e o f

a e e o .

pl ayi ng a gam e is i nh e r e nt in ll f us nd t h e s al e sm n a o a a

w h o w oul d w rk t m aximum ffi ci e ncy w uld d o w ll t o

o o e o e

se t s o m e such st a nd a rds f r hims l f a n d pl ay up t o th em

o e .

S alesma ns t ime nd it s in bu siness —T h e

’
1 81 . a u se

s al esma n canw ell apply some o f t h e pr incipl e s o f e ffi ci ent

m n ag em ent t his s elling w rk Th e re is n oth e r ph a e
a o o . o s

of business in which th e re is much w as te motion as in so

3 52 SE LLING
s elling Wh ena product is st art ed through a f actory it
.

is routed T h e numb er o f op er ations th at it w ill g o

.

thr ough is d e termi ne d b ef or eh and and s om e sort of

tick et or c ard is m ad e out f or e ach Op er ation Th en t h e .

m at eri al goes t hr ough in a straight line I t doe s not .

zigz ag b ack and fo rth int h e pl an t inana iml ess fashi on

fr om one Op er ati ont o anoth e r and it d oes not trav el a
,

h alf mil e b etw een one d ep artm ent and noth er I f a .

th es e thi ngs h app ene d in a f ac t ory t h e co st of manu fac,

tur e would d oubtl ess b e d oubl e d or tr ebl ed .

T h e s al e sm an might w ell ask hims l f wh et h e r h e is e

prop erly rou t ed ev ery d ay ; and if not wh at it is co sti ng

, ,

him t o m anu f actur e his c ommodit y t h e s al e Ar e his , .

prosp ect s l aid ou t in a s t r aigh t li ne ? Or is h e zigz ag

ging b ack and fort h t hrough t ow n now at on end and , e

now t t h e ot h e r— ch asi ng on l on pr o sp ct at e ach end ?

a e e e

Ar e his prosp ects pick e d out as cl s e t og et h er as p o ssibl e ?

o

Or is b e w ast i ng v lu abl pre s ent t i onm aki ng tim nd

a e a -
e a

e nergy c ov e ring l ong dist c es b e w n his i t rv i ews

a n t ee n e ?

H s be rout e d him s elf b et w eent ow ns so a s t o r e duc e t o a

a

minimum t h e tim e l ost ontr ai ns and inw aiting ov er be

t w ee n tr a i n s ?

L et us l o ok first at his routi ng b etwe entowns This .

is not of great imp ortance u nl e ss t h e s al esm an is m aki ng

t ow ns at t h e r at e of m o r e th an o n e a d y T h e r ou t e a .

sh ould b e l id out inso far as prac t ic abl e in a straight

a

li ne P e culi ar trai nsch edul e s h owev er may m ake it ad

.
, ,

v n a t a g e ou s to skip a town and d ouble b ack A n ew s al e s .

man w ill alw ays find menw h o h av e b een co v eri ng t h e

r ut f r s om t im e and w h o know all t h e t ricks th at can
o e o e

b pl y d wi t h t h t im e t abl e
e a e e .

1 3 2 O rg an izin a t o w n— L et us look now at t h e

.
g
pl anning o f t h e work w i t hi na to wn W e sh all assum e .

th at t h e s al esm an is visi t ing a t own for t h e first tim e .

SA E SL MAN S ’
D UTIE S AND R E S P ON S I B ILI T I E S 35 3

H is fir st duty th en wi ll be t o g et as good a know l edge

, ,

o f t h e town a s possibl e int h e t im e w h ich h e cansp ar e for

th at purp o s e I f his proposi t ionis such th at h e wil l be

.

int own for a w eek or t end ays o r m or e it may pay him t o ,

sp end a h alf d ay or in s om e cas e s a whol e d ay inm erely

looki ng ab ou t t h e town and g aug ing it s p ossibilit i e s .

T h e s eco nd st ep will be t o m ak e a c ard lis t o f al l possibl e

prosp ects Th es e will be s ecure d from t h e g ene ral t el e
.

ph one directory or from such oth e r s o urc e s as t h e n atu re

of t h e p art icul ar busi ne ss may dict at e Quit e p o ssibly .

t h e s al e sm an s h ouse m ay h av e pr o vid e d him w ith prosp e ct

’

cards but no m at t er h ow th oroughly th is work h as b ee n

,

d on e it is prob abl e th at som e n am e s h av e b eenl ef t ou t

, ,

an d t h e s al esm a n should be c ar e ful t o see th at th ey are

i nclud ed I f t h e s al e sm a n h as visited t h e to wn previ
.

ou sl y of c o urs e a g o o d d ea l of t his w o rk h a s b ee ndo n

, , e ,

an d if h e c arri e s a li ne t h at e n abl e s him t o s e ll t o t h e

,

s ame cust om e rs ove r and ov e r ag ai n h e prob ably h as a ,

se t o f d at a c a rds givin g him full i nfo rm ati on .

I t should be m ent i o ned inp a ssi ng th at t h e s al esm an

will fi nd much v alu abl e i nfo rm at io nand in s ome lin e s , ,

t h e n am e s o f p o ssibl e prosp ects int h e l o c al p a p ers He .

sh ould m ake it a p oint t o r ead th em if h e i ntends stay ing

in t h e t own any t im e or i nt ends re visi t i ng it at freq u ent
p eri ods One o f t h e b est sp eci alty s al e sme n int h e coun
.

try m ak e s it a p oi nt al w ays t o s end fo r t h e to w n p ape rs

for at l east a w ee k b ack just as so o n as h e a rrive s a t t h e
hotel .

T h e ru l e o f l ayi ng out w o rk in a str aight line cannot be

strictly foll ow ed f r th e re may be m o re im po rta nt t hi ngs
, o

t o be t ak e n i n t o co nsid e rati on A sp eci al t y sa l esm a n .

might d e sire to s e t w o o r three f his mo st pr mi ne nt

e o o

pro sp ects t h e ve ry fir t thing irres pect ive o f th e i r l ca

s . o

ti ns in t h e t o wn D uring h is stay in t he to w nh e w ill

o .
,

I II —28
35 4 SE LLING
of co urs e c all up n pr sp ct s re c omm nd d t o him by
, o o e e e

cust om rs r t h er t h anup o n t h o s e t h at
e a ne r e st but are a ,

on whom h e would h ave t o m ak e anu ni ntroduced call .

A st apl e s al esm an might qui t e nat ur ally d e sir e t o st ar t

o ff with t h e m o st pr o gr e ssiv e st o r e nd w ork d ow n a .

Ev enint h t cas e h ow ev er it is a dvis abl e t o pl anand

a , ,

l ay ou t t h e d ay s w o rk c a r e f ully
’
.

1 33 P l an ning t h e d ay s w o rk — N ow t h e work for t h e

’
.

d ay is pl nne d wi t h t h e aid o f a m ap o f t h e t ow n
a Th . e

numb r of prosp cts to be visi t ed will d p end on t h e

e e e

numb er o f pr es ent ations t h e p a rticul ar proposition

mak e s p o ssibl e ina d ay and ont h p erc ent age of pr o s
, e

ect s usu ally f o u n d t o be ou t i na cc e ssibl e or t oo busy

p , .

I t is b ett er to l ay ou t too m any t h ant oo f ew I nt h e .

l att er ca s e anunusu al numb er o f pro sp ects ou t o ot h r r e

wis e ng ged m y c us e t h e s al esm a n t o u n ou t of

e a a a r

pr o sp ec t s b e for e t h d ay is o v er M any s l esm enm ak e

e . a

it a p o i nt t o sp end s om e t im e on S und ay in pl anni ng

th eir w ork for t h c omi ng w eek Th en each v ening
e . e

t h ey s el ct fr o m t h e w eek s pr o sp ects th o s e t o b e s ee n
’
e

n ext d y a .

I mm edi at ely after t h e clos e of t h e d ay s fi eld work t h e ’

,

s ale sm an sh ould sit d o wn and prep are t h d y s ord rs e a

’
e

for forw rdi ng Th en whil e t h e ev ents o f t h e d ay re

a .
,
a

still fre sh in his m ind h e sh ould m ake out his d aily rep ort
, ,

a t t h e s am e tim e c a r e fully r evi e wing t h e d ay s work an

’
d
picking ou t t h e mis t k es th at h av e b een m ad e I t is o f
a .

e x t r em e import an ce th at th is p eri o d of ret rosp ecti on

c om e t this time r ath er th an l t er wh en t h e s al e sm ans
a a
’

a rd o r h a s c o ol e d an d s om e of t h e fi n e r points of t h e d ay s
’

h appe ni ngs will be forg ott en .

1 3 4 P rep arin f or t h e ne xt d ay
— I mm e di at ely a ft e r
.
g
w ard t h e next d ay s wo rk should be l aid out T h e think
’
.

ing out o f a pl an for t h e n ext d ay s w ork c an n ot be done ’

whil e in t h e field M or eov er if this pl anning is p ost

.
,
SA E S L M AN S ’
D UTIES AND RE S P ON S I B ILI T I ES 3 5 5

pon ed t h e enj oym ent o f t h e evening s r ecre ation is lik ely

,
’

t be m a rr e d b e c aus e t h e s al e sm anc annot t hrow o ff t h e

o

feel ing th at th ere is unfini sh ed busi ness t o be a tte nd e d

to Wh e n h e fin ally g ets to it at el ev e n o cl o ck or l at er
.
,
’

h e is co ld tow ard his proposi t i o n and his e n ergy is at a

l ow ebb I n oth er words h e h as a ll ow e d his mind to
.
,

slip o u t o f t h e s elli ng gro ov e a nd h e fi nds it h ard to

'

bri ng it b ack .

Possibly t h loss would not be s erious if h e actu all y sat

e ,

down at l ev eno clock and did t h e pl an ni ng but usu ally

e
’

h do es not
e H e d ecid e s t h a t it is too l at e th at night and
.

th t h e will g et up nh our earli e r int h e morning and

a a

work at it H e do es not how ev er and as a r esult h e

.
, ,

st arts anunpro ductiv e d y Breakfa st is eaten wi t h a a .

n ervous s ens e of hurry and s om ethi ng e xtra to d o a sur e ,

w ay to pr e v e n t prop e r dig e s t ion H astily pick ing out .

his first three or four prosp e cts and t rusting to luck and
t o a surv e y o f his pr o sp e ct c a rds b e twe e n visi t s to po int
out subse qu ent on es h e hurri s u t h lf pre p ared , e o a -
.

1 3 5 P ercen
. t ag e of eflici n e cy — M e n t i o n h a s be e n .

m ad e o f t h e w asti ng o f v alu abl e present atio nm aking -

tim e and energy inc ve ring l ng dis t ance s b etwee n in o o

t e rview s T h e s ale sm an might w e ll m ak e it a practice

.

d ur ing t h e p eri o d o f r e tro sp ectio n f llo w i ng t h e d ay s o

’

w ork to set d wn t h e numb e r o f hours actu lly s pent in

,
o a

t h e fi eld an d divid it i nt o t h e n umbe r of h ours a ctu ally

e

sp ent in t h e pre s enc e f pro sp cts H e would find t h e o e .

p ercent ag e of e ffi cie ncy st artlingly l w p ssibly no t o , o

high e r th an thirty r fo rty per c ent Th at w ould m ean o .

th t sixty or s ev enty per cent of th e e ntire time sp e nt in

a

t h e fi eld w as sp ent in tr av e li n g fro m ne pro s pe ct t an o o

o t h er or in w aiti ng in out r ffi ce s C ar ful pl an ning

,
e o . e

a nd c ar e ful w a tchi ng nt h e p art f t h e s al esm an wil l d

o o o

much t b e tt e r th is p e rcent ge O ne hu ndre d pe r ce nt

o a .
35 6 SE LL I NG
is of cou rse impossibl e o f attainm ent but sixty or
, , ,

s ev ent y fi ve p er c ent sh oul d not be

-
.

1 3 6 G et in
t g.in a fu l l d a y s w or k — T h e s al e sm ancan
’

not aff ord t o sp nd his t im e cat aloging t h e hours at w hi ch

e

it may be inco nv eni ent for buye rs to see him I f he .

h app ens to kn ow t h e prosp ect s h abits it will of cou rs ’

, , e,

be a dv an t a g e ous f or him t o c al l a t t h e tim e which b est

sui t s t h e prosp ect s conv enience I n o t h er ca s e s h e must
’
.

t ak e his ch anc e and if h f ails t o se e him l os e no t im e , e ,

in p assi ng ont o t h e n ex t prosp e ct This is w ell discuss e d .

in a li t tl e me ss ag e from a sale s m an ager to his menon

t h e ro ad

Th er e a re fo u r b e
g g ing lit t l e v
d e il s t h a t h aunt ou r sa es l
men . Th eirf oo d is p r o sp e t seeing t ime One h u ng ry it t e c -

. l l
vl i
de i s a b ou t 0
’
morning s H e mou nt s t h e sh ou d er o f t h e
. l
P l e e r ess One nd w h isp er s :
a
“
No u se t r ying t o yo u r fi r st
see

ma nbefo r e nine t h ir t y— g ot
-
t o gi v e h im t ime t o o p enh is ma i
”
l .

And if yo u so mu h c as w a v
n inst a nt , h e st r a ig h t w ay
er fo r a

de v ou rs the f r o nt end o f yo u r p r e c iou s m o r ning

-

T he nex t l it t l e beg g ing d ev il s idea of a d a int y mor sel is a

’

t o ot h so me mid d a y -
.
“
It is now a q u a rt e r t o t we lv e,
”
he
a l
d r o it y st a r t s I f you see a man no w h e is i e y t o g o t o
.
“
lk l
l c
u n h a n min
y ut e an d h e
’
h u st e yo u t h r o u g h t o g et rid o f ll l
yo u a nd g et o u t
”
I f yo u a g r ee t o t h is p r o p osit ion, h e w a it s
.

u nt il h e g et s yo u c omfo rt ab l y sea t ed at l nch

u eo n , or in a h ot el
l obby, and t h ensu g g est s : Y ou c ant
“ ’
see h im b efo r e t w o o
’
cl ck
o

—
no w t h ey w o nt be b a ck f r om l unch
’
.
”
And b ef o r e you r v yer

e
yes h e g naw s t w o a nd on e u a rt e r p er f e t y g o o d h o u rs r ig h t q cl
o u t o f t h e midd e o f
yo u r p r i e ess d a yl A nd m a b e, t o o , h e
y cl .

nibb l es o l
ff t h e h a f h ou r bet w een t w o-
a nd t w o t hirt y, by w a y
-

of d esser t , b ef o r e h e l v ea es .

At t h e fi r st su s
p ic i n o no on
o f sh a d ow t h at c r osses t he a ft er

l igh t of t h ese au t u mnd ays a t h ir d l it t l e d ev il l ean and r a v en , ,

o u s a cc ost s ar k ou rn ull y c h a n
“ ”
, y ou I t is
g e t t ing d . h e m f t s , ,

ou c a nt st a rt a n al k n et t in rk Y
“
d ’
I
’
y e w t ow t s
g g a ou r . .
SA E SL MAN S ’
D U TIE S AN D RE SP ON S I B IL I T IE S 35 7

man w ont be in a mood t o ist en

’
And befo re you know it l . ,

h e h a s g obb l ed t h e ent ir e end o ff yo u r a ft erno on .

B ef ore t h ese t h r ee l it t l e beg g ing d ev il s a r e sat isfied you r ,

w o r k in h o u r s a r e f r o m t w e lv e t o o ne w it h a n h o u r fo r l u nc h
g , ,

or r a t h er , f r o m t w elv e t o t w o w it h t w o h ou r s fo r l u nch ! ,

T h e fo u r t h l it t l e v
nl y a ft er l o ng int e r v a l s a ft e r
d e il feed s o ,

t h e man ner o f a sna k e ; a nd t h en l ik e a sna k e h e g o r g es h im , ,

s el f Y o u c a nt d o a nyt h ing o n
“
. H is f ood is Sat u r d a ys ’
.

”
Sat u r d a ys h e sa ys “
I t s a sh o r t d a y a nd t h ey r e t o o b u sy
’ ’
, .

t o l ist en And so w it h ou t ev en a ll ow ing you t o st a r t o u t h e

”
.
, ,

sw a ll y ow s ou r S a t u r d ay who e l .

And t h e t e r rib l e p a rt of it is t h at t h ey r e ’
su ch p l au sib e l l it t l e

vl
de i s .

I f you d ont w at o ut yo u fi nd yo u r se f a ept in

’
g ch
t h eir ll
’
l cc
sa
y so a s t h e
-

g p
os e t ru t h l
And t h ey can fi nd fo r you e e ry . v
ng l e h ou r o f t h e d ay a
si see ming l y g ood r ea so nw h y you sh o ul d

not w o r k j u st t h en .

B u t t h ey r e ia r s—e l v ne
’
er y o .

I f yo u wa nt t o pro v e it , j u st sa ll y f t h or so me brig h t mo r ning

and fi nd ou t h o w ma ny men g e t d o w n t o t h e ir ffi c
o es a t ig h t
e

or e ig h t t h irt y
-
r o g r e ssi e bu s in
. P
ess men a n not t r a nsa v c c t t h e ir
bu sine ss in a few fa g end s o f h o u rs in a d a y, a ny mo re t h a n
yo u c a n A n d
. if a m a n is a t h is o ffi e a t e ig t o r e i h t t h ir t
g y c h -

in t h e mo rning , it ’
s t h e best indi c at oi n in t h e w or ld t h at h e
’
s

a g o od p r ospe t fo r you c . He s ’
a h u st l er . He s ’
a
“
g et t h e re
”

ma n .

And h e canbe t u rned a sid e f ro m h is ma il by somet h ing t h a t

int er est s h im as w ell a s h e can h e t u rn
,
ed a sid e fro m a n t h in
y g
e l se— a n d f u rt h e r mo re p ro g ressiv e bu sin ess men are n o t cl u t
,

t e r ing t h emselv es u
p t h ese d a s w it h t h e o pen
y ing o f a rout ine
ma i l .

Th e n j ust t ry g o ing a ft e r few p ro spect s bet w een t w e e

a lv
a nd Yo u ma y find a
t wo . ma no r t w o o f t h e m o u t , o f o u rse c .

B u t all you h a e t o d o int h a t v e e v nt is t o go o nt o t h e ne xt fel

lo w I f yo u find h im in, it w i p ro e a
. ll v sp e l
ndid t ime fo r a t h o r
o u h an
g d u nin t e rr u pt ed p rese nt a t io n . A ma n is a l w a ys read y,
358 SE LLING
b et w een t w e lv e a nd t w o, t o r e ax alnh is w or k if a n
nd let up o

e xc u se t o d o so is r esen t ed And you r p r o posit ionis a g r a nd

p .

l it t l e e xc u se C al l ers bet w eent w elv e and t w o a r e few and f a r

.

b et w e en a nd you r c h anc es o f not being in

, t er r u p t ed a r e mu c h
bet t e r t h a n a ny ot h er t ime o f t h e d ay .

Y o u ca n see t h em b efo re t w o I f you fo u n d a man ou t b e

.

t w eent w e lv e a n d o ne o cl o ck you ma y b e su r e t h at you w ill fi nd

’

h im in b et w een o ne a nd t w o And you ll b e fi nding h im a f t er

.
’

h e s h a d a g o o d c o mfort ab l e mea l and is ina moo d t o sit b a ck

’
,

c omfo rt h imsel f w it h h is a ft er d inner c ig a r and l ist en

-

T h a t d u sk a r g u ment need s no d isp r o v ing A manw h o h a s .

beenbu sy in h is o ffi c e a l l d a y— a nd t h e men t h a t you w ill se l l

a r e all bu s
y men — d oesnt know w h et h er it s d a r k o r l ig h t o u t
’ ’

sid e . And t h e c h anc es a r e t h at h e h as beenu sing a r t ifi c ia l l ig h t

a ll d a , a n h o w
y y A s f o r
. t h a t
“
S a t u r da
y
”
d e vi l h e h a sn’
t a l e
g ,

t o st a nd o n J u st you g o o u t a nd t r y it
. .

Th e s al esm an should h av e nothing to d o in t h e morni ng

but pick up his e quipm ent and g o to his first prosp ec t .

N o d et ail work l e ft o v er from t h e night b efo r e should sap

his first energy H e should g et out e arly in t h e morn
.

ing whil e his br ain is still fr e sh an d his pr o sp ect is still in

go d trim from a nigh t s r est A mancanalw ays t alk
o
’
.

m ore int elligently right after a good night s sl eep th an ’

h e canaft er h e h as b ecom e p artly f a gge d ou t l at er in t h e

d ay T h e m anw h o s ee s his first pr sp ect a e ight thirty
. o t — ,

v e ry ofte n h as his s al e s for t h e d ay st art ed at nin e o cl ock ’

.

1 3 7 R ain d w o rk — With f ew e xc eptions th ere

y
. ay ,

is no reason why a s l e sm anshould be idl e on r ainy d ays

a .

A r a iny d ay is a go od d ay f or busin e ss if t h e s al e sm an
hims elf only feels right T h e pro sp ect is v ery lik ely t o
.

l ook at it as a sort of comfort abl e d ay H e sits at his .

d e sk not incli ned to d o a great d eal looks out at t h e r ai n

, ,

an d fe els gl ad h e d oe s not h av e t o b e ou t in it I t is a .

d ay wh en h e d oe s not f eel busy an d wh en h e is int h e

mood to give a c aller all t h e tim e th at t h e l att e r wish es
 L
SA E S MAN S ’
D UTIES AND R E SP ON S I B I LI T I ES 35 9

to t ake and wh en th ere are not m any call ers to cl a im th at

tim e R et ail ers canbe t alked t o without much in t errup
.

ti on Sp eci al t y menwhos e pro sp ect s are near t o geth e r

. ,

canpl an th e ir work so a s t o sp en d t h e whol e d ay inone

offi c e building and g et t h e busi ness dry shod -
.

1 3 8 T h e l aw of a verag es — T h e s al e sm a n should h old

. .

cl early in mi nd t h e f act th at it is not enough simply t o

l and anord er no m atter h o w lo ng it t ake s H e must .

g e t ord e rs quickly for only i

,
n th at w a
y ca nh e do a s at is
factory volum e o f busi ness A new s al e sm an o n a .

spe ci alty prop o sition sp eaking to t h e organiz ation s star

,
’

s al esm an one d ay s aid : I ve b een following your advic e

,
“ ’

of findi ng out al l about my m anbe fo re goi ng t o see him ,

pl anni ng my t alk so th at it will fit him ex ac t ly and no t ,

goi ng to see him u nl e ss I f ee l absolutely fit and it works

’

fin e
. Why I t alk e d t o only six p e opl e all l ast w eek and
I l and ed t w o o f th em Th at is thirty three and one third
.
- -

p er c ent s al e s t o int ervi ew s T h e st ar s al e sm a n s aid

”
.

a ft e rw a rd th a t h e sat b ck a n d w ond e r ed if h e w e re r e ally

a

r sp onsibl e for th at atti t ud e H e ce r t ai nly did not in

e .

t end t o advoc at e t h e u se o f any p art of t h e pro spe ct see -

ing hours of t h e d ay fo r anyth ing oth e r th ant h e s ee ing

of prosp ects .

A high p erc ent age o f s al e s t inte rvi ews is much to be o

d esired but t h e w o rk o f acquiring t h e abili t y to g e t it

,

sh ould be d on e by l amplight I t sh ould l w ays be re . a

m emb ered th at t h e abili t y t o close a high p e rce nt age is a

good suppl em ent t o h ard w o rk but no t a substitu t e fo r it , .

T h e d ay should be d evote d entire ly t o s ee ing t h e p eo ple .

I f th at is d on e alth ough p erc nt ag es may be l w t h e

, e o ,

s al esm an s s al e s and incom e wi ll be l arge

’
.

T h e law of av e r a g e s as t h e s al sm an und ers t a nds it

,
e ,

is th at out o f a giv en numbe r f pe pl e s ee n a fairly o o .

d efinite p erc ent age will o rdin arily buy T he m re pe . o o

360 SE LLING
pl e s een th erefor e t h e l arger t h e volum e of s al es Ev en
, , .

if t h e pe rc enta g e f alls t h e actu al result s of s eei ng l arge

, a

numb er o f p eopl e will b e l arg r T en per c ent cl os e s e .

o nfifty in t e rvi ews ina w ee k giv e s t h e commissio nm an

two and one h alf t imes s much as thir t y t hree p r c nt

-
a -
e e

clos es on six c alls T im e— hours minut es s ec nds .

, ,
o

is one o f t h e s alesm ans great st ss ets T h e w ay t o ’

e a .

m ak e th at ass et p ay c ash divid ends is t o see t h e pr os

p eets every one th at t h e s al esm an can ev ery d ay int h e
, ,

w eek .

T h e s al e sm an ow e s this not only to hims elf but to his ,

hous e One id ea o f b eing busy is t rying t o do ont h

. e

l ast d ay of t h e w eek t h e t hings t h t h v e b eenn egl ect d a a e

t h e oth e r fi ve A h ous e is enti t le d t o a c ert i nv olum e

. a

o f busi n e ss ou t of a t erritory e ach y ea r I f t h t b usi ne ss . a

is not s ecure d this y ear t h e s al e sm n c annot m ak e up ,

a

for it ne xt y ear F or t h e hous e would b e ent i t l e d t t h

. o e

n e xt y ear s bus in ess in any cas e I nt h e s am e w ay t h e

’
.
,

s al esm anc anno t w ast e tim e f our d ays o f t h e w eek and

m ak e it up t h e ot h er t w o f o t h h ous e is nti t l e d t o his , r e e

b est e ff orts all six d ays .

1 3 9 T h e salesmans t t it u d e t o w ard t errit ory — H u

’
. a

mann ature is v ery much t h e s am e t h e world o v e r and as ,

a nat ur al c ons eque nc e on t errito ry is not so di ffer ent ,

e

from ano th e r T h e s l esm an sh ould r e sist t h e t h ought

. a

th at his t erritory is t h e mos t di fficul t one to w ork and th at

th er e ar e much b et t e r t erritori e s to be h ad inoth r p arts e

o f t h e cou n try M st top not ch s al esme n agre e th at s ell

. o -

ing is ni ne t enths m anand one te n t h t erri t ory

- -
.

T h e s al e sm ansh ould r e liz e t h at t e rrit ory is anass e t a

of t h e h ouse H e should work it i nt ensiv ely and sys

.

t mat ically alw ays r em emb er ing th at it is most en

e , erv at

ing f or him t o a dmit d e f eat in any t o wn T h e t ow ns t h at .

ar e most di fficult t o op e n up ar e o f t e n t h e b est fi elds f or ,

 L
SA E S M AN S ’
D UTIES AND RE SPON SIB ILIT E S 3 61

th ey h ave b een le ft in disgust by t h e w eak e r s al esm e n

an d wh enb et t er s al e sm enc om e th ey r ea p a big h arv e st .

I t is n ot ew rthy how m any cr oak ers t h e re e a bout

“ ”
o ar

a town w a iting t o t ell s al e sm e n th a t t h e pl ac e is d ea d an d

th at o th er s l esm endid no busin ess th er A sal esm a n
a e .

ca ng et pl e nty o f th a t ki nd of a dvic e ina n y t o wn in t h e

country I f it w er e h ee d ed busin e ss w oul d be at a st and

.
,

still o f c ours e T h e s al esm ansh ould b ear inmi nd t hat

, .

his h ous e h as produc e d a not abl e a rticl e t hat it ca nbe ,

s old and th at h e is th e r e to s ell it Th es e croak rs

, . e
”

ar e n o t f a vor abl e pr o sp e cts it is tru e ; but th er e are

,

pl enty o f oth e r p eopl e int h e towns ayi ng l ess but acti ng

m or e and b ecomi ng pr o sp erous .

1 4 0 S esm
. a l a n s ime an
t d it s u s
’
e — ou t sid e of business
h ou rs —T h e busin e ss world h as pr et ty g ene r all y ab an
.

d oned t h e id ea th at t h er e is no c on ne cti o n be t w ee n wh at
a mandoe s at e l ev e n o clock at night an d wh at h e doe s
’

at el ev e n o cl o ck t h e n e xt m o rn ing T h e old time hit or

’
-
.

miss m ethod of s elling concern ed its elf lit t l e w ith th e se

thi ngs I f t h e s al e sm an tur ne d ina fair volum e of s al es
.
,

his p erson al fau l t s and exc e sse s w e re c ondo ned Th at is .

not t h e att itud e of t h e s al e s m an age r o f t o d ay H e is -

.

not s atisfi ed wi t h a portion of a s al e sm an s e ffi cie n cy

’
.

H e d em ands m axim u m r esul t s an d t h e s al e sm an who

r em ains inhis empl oy must t ak e prec aution to cons erv e
e v e ry o unc e of e n e rg y h e p o ss e ss e s N o ma n ca n be .

int mp er at e inanything and e xp ect to d evelo p hims elf

e

to t h e utmost T h e k en aggre ssive succ e ssful s al es

. e , ,

man o f to d ay is cl e ar ey ed and cl ear brai ned

- -
He -
.

achi ev e s t h e r e sult h e s e ts o u t t o a ccomplish b ec au se h e

is absolut e m ast er of hims elf and m ast ery of s elf g ives ,

him m astery ov er oth e rs .

Th e d ay of t h e h eavy dr inkin g sal e sm anh as p ass ed .

I t is no l onge r n ece ss ary t o dri nk t influe n ce tr ad e o .

3 62 SE LLIN G
Th e busine ss goes tod ay t o t h e sal esm an who is mo st
us efu l to his custom er A s al esm ans d ays o f us efu l ne ss
.
’

are numb e r ed if b e fuddl ed mornings follow dissip at e d

nights and t h e s al es m anag er and t h e credit manunit e

,

to refuse busin ess influ enc ed by whisk ey dipl om acy .

N o man on t h e oth er h and can w ork one hu ndr e d

, ,

p er ce nt of t h e t im e an d be mor e th an fif t y per c en t
effici ent I f t h e s al esm an would m ake t h e be st of h is
.

tim e h e must d ev ot e a p art of it to h ealthful r ecreati on

, .

T h e mind mus t b e div ert ed fr o m busi ne ss so th at it m ay

return t o bette r thin ki ng R ecre ati o n d oe s much t o k eep
.

t h e s al e sm a n ch eerful an d Optimistic T h e things t h at .

a s al e sm a n d oe s outsid e o f bus in e ss hou rs— t h e h obbi e s h e

rid e s— t h e books h e reads— will h av e much t o do with

wh at h e is abl e to accomplish wi t hinbus in ess hours .

R ecreati on th en sh o uld be a s erv ant t o t h e s al es

, ,

m an s business ; not t h e s l sm ana sl ave t o his r ecr eati on

’
a e .

And abov e all r ecr eatio nsh ould n ev er b e all ow ed to eu

,

cr o ach up onpr o sp e c t s e ei n g tim e nor should it eve r in

-

t e fere wi t h t h e s l esm n s pr e p ar at ion f or his n ext d ay s

’ ’
r a a

w ork T h e t est of t h e efi iciency o f t h e s al e sm ans r ecr ea

.
’

tion is wh e th er or not it r etur ns him to his work m ore

effi ci en t and m or e ch eerful H ard consci entious w ork.
,

is t h e pr op e r prep arati o n for r ecr eation T h e s ens e o f .

work w ell d one will send t h e s al esm an to his pl ay with

a cl ear co n sci ence and a h appy mind ; and th er e canbe
no r ecr eati o n without th e se T h e s al e sm an should not .

c onfus e r ecr eation with idl en ess Re cr eati on is simply .

t h e re sting of w eari ed f acul ti e s by a ch an g e of occu p atio n .

 C H APTE R X

COOPERATI ON IN FLUENCE ,
AND FRI E DS N HI P
141 T h e meanin
of oo e t io n— T h e word oo
.
g p r a c

Op er ation emb o die s on e o f t h e bigg e st id ea s in s al es

m anship W e h av e alr eady h ad som ethi ng to say about

.

t h e v alu e of C oop er ation in g aining an audienc e with

t h e prosp ect W e sh all loo k at it h er e inits bro ad er as
.

p eets for coop er ation is t h e ord er of t h e d ay T h e

, .

hous e coop er ates with t h e s al e sm an and with t h e cu s

tom er and looks for the ir c o op er ation in ret urn T h e .

cus t om e r extends his coop erati o nt o t h e hous e and m ore

e sp eci ally to t h e s al esm an T h e s al e sm an coop e r ate s
.

both with t h e h ous e and with t h e cust ome r .

C oop er ation m eans working togeth e r with oth er men

an d h aving t h em w ork t o g e th e r with you both for t h e
°
,

purp o se of h elpi ng th em in t h e ir a ims and h aving th em

help you in yours F or no man of his own u naid ed
.

e ff o rts cand o much .

1 42 S alesmans coop era t ion w it h t h e h o u se — I n

’
.

Ev ansvill e I ndi an a on a riv e r front street ina n igh

, , e

bo h oo d fr equ ent e d princip ally by riv e r menan

r d rou st a
bouts is a dingy w ind o w ed sh Op which by cou rtesy
, ,

of a few wisps o f cl oth and t h e fa t t h at its pro p ri eto r c

d ev ote s hims elf to t h e r ep airi ng a nd pre ssi ng o f t h e

comm onest kind o f cl othing is d esig nated a custo m ,

t ail o ri ng establishm ent T h er e in t h e midst o f so rdid

. ,

surrou ndings is a n e at bright si g n p rocl aiming t h is

, ,

pl ac e t be t h e exclusive agen cy in th at t w n f r a
o o o

n ati o n lly adv ertis d articl e f cl o thing The s al esman

a e o .

3 63
3 64 SE LLING
w ho pl aced th at exclusive agency w as not coop er ating
with his h ous e H e w as not doi ng his h one st b es t t
. o

m ake his comp any s enormous i nv estm ent in ad ver

’

t isin g p ya divid e nds .H is h a lf h eart ed eff orts t o pl ac e

-

t h e e xclusiv e ag en cy wi t h a h ouse wort hy of it pr b ably o

fail d and not wanti ng to admi t t h e failur e h e h it up on

e ,

this poo r m ak eshift m eth o d of m aking things look all

,

right at t h e h om e offic e .

An h one st s al e sm an who is loy al and h as a right con

cep t ionof t h e m ea ni n g o f co op er at ion will do n othing ,

t h at is n o t to t h e b e st i n teres t s of his h ous e H e feels .

t h at ina s en
,
s e h e is a p art ner of t h e hous e H e tr av els
, .

ab out t h e cou n try wi t h no direct sup erv ision p erform ,

ing a cts for which his princip als are r esponsible and
up onwhich t h e ir profits dep end H e feels th at h e owes .

t h e h ous e t h e s am e sort of coop er ation th at on e p art

ner would exp ct fr om an oth er

e .

1 4 3 S ecu rin
.
g va l u a bl e inf o r m a t ion— I n tim e s g o ne

by s al e sm en fe lt th at th e ir follo wi ng— thos e t o wh om

,

th ey s ld w as th e ir chi e f ss et Th ey j eal ously gu ard ed

o — a .

t h e i nf o rm at i on th e y h ad conc erni ng th e ir cus t o m ers .

Wh n th ey l eft one h ous e to m ake a new c onnection

e ,

th ey s w i t ch ed th eir tr ad e t t h e n w h ouse wi t h the m

o e .

All t his h as ch ang e d and t od y cust om ers are con

, a ,

sid er e d t h e a ss et o f t h e h ous e r t h e r th an o f t h e s al es
a

man F or t h e m o st p art t h e ir t r ad e r em ai ns with t h e

.

h ous e ev en t hough t h e s al esme n in t h e t erri t ory h ve a

b een ch ange d Th e s al esm n no l onger w i t hholds in

. a

form ation c onc erni ng th em H s cure s all h e canand

. e e

p ass s it al ong t o his h ous e so th at t h e h ou se may co

e
'

o p er at e with him most e ff ective ly in k ee pi n g and increas

ing t r ad e in his t erri t o ry .

This i nform at ion will t ak e m any forms A su g g es .

ti onth at a d eal er s w i nd ow displ ay is po or will bring in

’

,
C OO ERAP T I ON IN FLU E NC E
, AND FR I E N DSH I P 365

t he l etter acknowl edging t h e ord er a su ggestion as to ,

t h e doll ars an d c ents v alu e of attr activ e window dr ess

er s including d e finit e sugge stions
, A r eport on his ad .

v ert isin g will bring sugg e sti ons for improve m e nt and ,

h elp in t h e w ay of adv ertisi ng cuts .

1 4 4 C oop erat in
.
g w it h cr ed it m a n a nd ad v er t ising
—
manag er One o f t h e most import ant t hings w ill b e
.

co op erati onwith t h e cr e dit man Whil e t h e l att e r us e s .

t h e usu a l cr e dit i nf o rm a tio n ag e n ci e s h e must l o ok t o ,

t h e s al e sm nt o suppl em e n t this if h e is t o h a n
a dl e cr e dits
with a minimum loss and a m aximu m volum e of busi
.

ness R atings ch ange mor e r apidly th a n cr ed it books

.

canb e issu e d M any of t h e sm all er busin ess menh av e

.

a pr ej udic e a g a i n st discl o si ng th e ir financi al co ndition

to D u n or Br adstr eet As a co ns equ enc e the ir r at .
,

ings a e low er th an t h ey should b e A m an s fin anci al

r .
’

st anding moreov er is not t h e only ind e x to his r eli a

, ,

bilit y A man of v ery limit e d c apit al but with l arge

.

cap city t o gr ow may b e a b etter cr edit risk and may be

a

b etter worth d ev elopi ng th an one with a l arge c apit al

w hose bus in ess is b e gi n ni ng t o su ff r from d ry rot T h e e .

cr edit man of tod ay aims to k no w th es e things H e .

canh av e a k n o wl edg e of th e m inj ust t w o w ays ; e ith er

h e must obt i n t h e kn owl edg e at first h and or de p end

a ,

on t h e coop eration of t h e s al esm an .

T h e s al esm an should w elcom ano pportu n i t y to co e

Op e r a t e in h a ndli ng sl o w p aying cust om e rs a nd in ad -

j usti ng c mpl i nts Whil e it is inm st cas s bad p r c

o a . o e a

tic to h v a s al esm n d a ny p a rt f t h e r uti ne co l

e a e a o o o

l ecti n w rk it is high ly d sirabl e th at h e ha ndl e pe ci al

o o , e s

c s s I t is fr qu e ntly t h e c a s th at nacc u nt is in
a e . e e a o

disput e a nd t h e cust m r may rightfully fe el tha t h e

,
o e

is entitl ed to an all o wanc e b ec ause of d efects del ay in ,

shipping i mprop er p acking or som et hing of t he sort

, , .
3 66 SE LLING
Unl ess su ch m att ers as thes e are adj usted s atisfactorily ,

a custom e r will b e lost to t h e hous e This s ame thi ng

.

h olds tru e of all compl aints T h e s al esm an sh ould

.

r ealize th at t h e b est s al es pr actic e is t o m ak e adjustment

c ompl et e and s atis fact o ry b ef ore trying t o g et furth er
busin ess fro m t h e disgru ntl ed cust om er .

Prob ably one o f t h e m o st di fficult branch e s of t h e

w ork in which to g et t h e s al esm ans activ e coop erati on
’

is t h e adv ert isi ng A great m any s al e sm enare pr one t o

.

look ask anc e at t h e virtu e s o f adv ert ising as appli ed

to th eir p ar t icul ar pr oducts This h as b ee n t ru e of
.

al m o st e v e ry big a dv ertisi n g c amp aign A great m any .

h av e fail e d f or no o th e r r eas o n th ant h e abs enc e of t h e

coop er ation o f t h e s alesmen in t urning i nquiri es into
ord ers in c ashi ng in on t h e gen er al publicity This .

co op eration is look e d to as an import ant l ink in t h e

ch ain in e v ery adv ert isi ng c amp aign T h e s al esm an .

sh ould f ee l oblig ate d t o follo w ou t t h e i nstructi ons of

t h e hous e r eg arding t h e adv ertising should f o ll o w ad,

v er t isin g l e a ds imm e di a t e ly a nd r e port upo n th em

pr omptly H e will b e amply r ep aid for this coop era

.

tionini ncrea s ed ord ers .

1 4 5 R el a t io n s t o s a l es m n er — T h e s al e sm an s
’
. a a
g .

w o rk in t h e fi eld is ardu ous M ost s al es m anage rs c are

.

fully r e fr ain from re quiri ng any i nform ati onf rom him
th at canbe s ecure d in any ot h e r w ay and are car eful
t o r e duc e t h e s al e sm ans cl eric al w o rk to a mi n imum
’
.

T he re are s om e r eports howe v e r which s al es m anagers

, ,

d eem e ss enti a l in ord er to ke ep in t ouch wi t h t h eir or

g an iz at ions. Exp e ns e a ccou nt s must b e f a irly d et ail e d .

R out e slips must b e m ad e out F orm al i nform ation

.

reports must s om etim es accomp any ord ers I f t h e s al es .

m an c o nsid ers th at any of this work do e s not prop erly

b el ong to him or is t aking up too gre at a portion of his
C OOP ERAT I ON IN FLU E NC E
, AND FR IE N DSHIP 3 6 7

tim e h e should discuss t h e m atter fr ankly wi th his sal es

,

m anager M any a good s al esm an h as l o st f avor with

.

thos e at t h e hom e offic e b ec ause h e h as b een carel ess and

n egl ect ed his reports A s al e sm an sh ould consid e r him
.

s elf a busin ess manand his work shoul d be organized ,

an d c arri e d out int h e s ame ord erly m a nn er th a t work

is c arri e d on at t h e h o m e o ffice .

At tim e s t h e hous e may d esir e to t est t h e selling pos

sibilit ies of a n ew a rticl e or t o c a rry o ns o m e simil a r ex

r imen t I t m ay d esire t o push for ane sp e ci a lly l arg e

p e .

sal e of a p a r t icul a r commodity or r educ e t o a minimum

t h e s al e of an unprofit abl e on e L oy al coo p er ation

.

d em ands th at t h e s al e sm ant hrow himse lf i nto t h e s e ex

im nt or sp e ci a l c amp aign s with his whol e h e a rt
p er e s

an d giv e his s al es m an ag e r his b est su pport incarrying

th em to a succe ssful conclusion .

I n ent eri ng fo r eign m arke ts t h e s al esm an may be of

,

m at eri al assist anc e to his conc e rn i n providi ng for t h e

.

s afe and prompt h andling of shipm ents in s eei ng goods ,

through t h e custom hous e and m aking adv ant ageous ar

,

r ng em ents r egard ing c olle ctions

a .

M ost hous es publish a hous e org an for t h e b en efit of

t h e menin th e ir s elli n g organiz ati o ns A gre at m any .

h ouse organs are not abl e chi efly fo r the ir d e arth f s al es o

m ens contributions This is disti nctly a s al esm an s

’
.
’

h elp and th ere is pr ob ably not a s al esm an who doe s not

l ok forward eagerly to t h e a rriv al of his ho use org an
o ,

bri ngi ng h im n ew s of wh at t h e oth er fello ws are d o i ng

an d h ow th ey are d o i ng it H e r ec e ive s fro m it a gre at
.

d al of h elpful inspiration H h as a moral obligation

e .
e

t
o his h ouse and to h is fell o w s l e sm e n to c ntribute a o

som e inspiration t o it as w ell T h e s ale sm nshould co

. a

o p e r at e with t h e h ous e o rg an ed it r to m ak e t h e p a pe r
o

a r eal cl e aring ho u s e fo r info rm ation .

3 68 SE LLING
C los ely connec t e d with this is his obligati on t o con
tribute for t h e b enefit o f t h e whol e o rg aniz ation any
new s el li ng p o int th at h e m ay h av e w o rk e d ou t and p u t
i nto effect This may app ear t o be agai nst his own be st
.

i nt er e sts e sp eci ally if th er e is a priz e c ont est of any

,

sort in pr ogre ss N o s al esm an will qu e st i on h oweve r

.
, ,

th at t h e b est i nt eres t s of t h e hous e and hims elf are in ,

t h e l ong ru n id ent ic al
, .

S om et hing w a s s aid in t h e l a st ch apt er about m eth

ods o f w orki ng a t erri t ory T h e s al esm an is not co .

o p er ati n g wi t h t h e h ous e t o t h e f ull e s t e xte nt unl e ss h e

a ssum e s a m o r al r esp on sibility t o g et t h e b e st out o f
his t errit o ry at al l tim es I t h as b e en s aid th at t h e
.

s al esm a n ont h e ro ad k eeps t h e pl ant g oing H e can .

not d o th at u nl e ss h e giv es t o it his b e s t e ff o rts f or eigh t

h ours a d ay six d ays a w eek T h e h ouse is ent i t l e d t o
, .

t h e s al esm ans c o o pe r ati on in k e epi n g t h e offic e ru n

’

ning at full c ap aci t y H e should m ake sure t o s end in

.

at l e ast o n e hundr e d per c en t o f t h e busi n e ss t o which

t h e h o us e is e nt itl e d fr o m his t errit ory .

1 4 6 C oop era t ion from t h e h o u se — T h e s al e sm a n

.

h as a p erf e c t right to e xp e ct t h at all t his co op er at i on

h e giv es t h e h o us e ev ery b it o f i nf orm at i onh e f urnish e s
,

re gardi ng a cu s t om er or pr osp ect ev e ry r eport h e t urns ,

in will s oo ne r o r l at e r r e tur n as h elp t o him

, I f th ese .

t hi n gs d o no t enabl e t h e h ouse t o c o op erat e with him

in i ncr ea si ng busi n e ss in his t erri t ory t h ey ar e n ot ac ,

c omplishi ng t h eir purp o se Und er t h e right ki nd o f .

s al e s m anage r t h e s al e sm an will h av e littl e r eal g riev

,

an c e onthis scor e .

I t migh t b e ment ione d inp assing th at a gr eat m any ,

s ale sm en ask f or and exp ect a gr eat d e al o f inform a

ti on and h elp which it is imp o ssible to give or which ,

would b e far too costly for t h e r esults it would achi ev e .

 P
C OO E R A T I ON IN FLU E NC E
, AN D FR I E N D SHI P 36 9

Al s o h ey som etim es mak e promis es to t h e cu stomer

t
th at c anno t b e c arri e d out T h e s l esm anshould be ar
. a

in mi nd t h at m ost o f t h e coop er ation t h e h ous e can

a ff ord t o giv e h s be en syst em t i ze d
, a Wh n ski ng a . e a

f or sp eci al c oop er atio n not provid e d f or in t h e syste m ,

h e sh ould c a r e fully co nsid er t h e cost as comp ar e d wi t h

t h e exp ec t ed r e sul t s .

T h e c oop er at i on giv e n t o t h e s al esm an by t h e hous e

will be discuss d in d et ail int h e s c ond s e cti on o f t his
e e

T ext T h e co op eration th at t h e s al esm a n may e xp ect

.

from t h e hous e is of t w o ki nds : C oop er t i o n in or a

g a n iz ing t e rritori e s s e curing pr

, o sp e cts a nd in f o rm a

tion concerni ng them ; and t h e cul t iv ation of custom

e r s to t h e en d t h at h e m ay g et fu rth e r a n d incr ea s e d
busin ess from t h em .

1 4 7 S al esmans C oop er a t ion w it h cu st o mer s — A

’
.
.

l eading dry goods s l esm an te ll s a story o f h av ing

a

worke d strenuously all w eek to fi nish his l ast town

on F rid ay a ft ernoon and t ak e a ru n home ov e r t h e
w eek end H e arrived on sch edul e l ate F rid ay a fte r
.

noon and went to m ak e an app o i nt m e nt with t h e big

dry goods store pr pri et o r fo th t eve n ing H e
o r a .

fou nd his prosp ect in t h e midst o f hurr i ed prep ar a

tions for t h e big S aturd ay busi ness H is wind o w .

dress er h ad l eft h im u nexpe ct edly t h e d ay be fore T h e .

s al esm an forgot all b out t h e o rd r f r which h e h ad

a e o

c om e into t own and t h e pl eas ant we ek e nd h e h ad

,

pl a nn ed H e to ok o ff his c at and d re ss ed thos e sto re

. o

wi nd ows as th ey h ad n eve r be en dre ss ed b e f re T h e o .

window dr ss er h d act d als as cl rk so t h e s al esm an

e a e o e ,

st ayed o v e r t o plunge into t h S aturd ay s elli ng H e e .

d id n t g et a w y f r m t h e t o w n u n
o a o til t h e night tra in
S aturd ay I t is a y to b li e v e th at t h e sto re p roprie
. e s e

t or did not r eadily f rg e t th at s e rvice o I t is not d lifi .

I II —24
3 70 SE LLING
cul t topicture h im holding his busi ness u ntil t h e arriv al
o f t h e fri en d w h o h d dress ed his wi nd ow s I t is qui t e
a .

possibl e t h at h e i ndir ectly t urne d t h e bus iness o f ot h r e

m erch ant s tow rd t h e manw h o he lp ed him in such n

a a

en t e rprisi n g yet s el f s c ifi cing w ay -

a r .

Th at is prob ably t h e e x act r e sult t h e s al esm n x a e

ect ed ; n or w as his h elp l e ss si n c er e b e c aus e h e e x

p
c t ed this r e sul t A s ale sm ane xp e cts t o g e t 0 0 0 p er a
p e .

t i on fr o m his custom rs an d in tur n st nds r eady t o

e , , a

giv e all p o ssible c o p rat iont o t h em I t is signific nt

o e . a

in t his c on nec t i o n th t t h e H e i nz C omp any s om e t im e

a

a g o issu e d ins t ructi o n s to its m enn o t t o a t t e mpt to s ell

an ything on Sat urd ays but t o jump in b ehi nd t h e ,

c ou nte r with one of t h e r et ail groc ers in t h e town in

which t h ey h app ened t o b e and h lp s ell goo ds for h im e .

1 4 8 S er vin as a cl earin h o u se for in f o r m a t io n

.
g g .

T h e tr av li ng s al esm nc ov e rs a wid e r ang e o f t errit ory

e a

an d accumul at e s a gre t d e l o f i nf rm t i onr eg ardi ng a a o a

t h b e s t me th ds int h e busi n
e o e ss o f t h o s e nw h om h e is o

c lling H e cts s so rt o f cl ari ng h ous e for th ese

a . a a a e

id as H e knows much ab out wi nd ow t immi ng nd

e . r a

e ff e c t iv e displ ay H c nt act fu l ly corr ect t h e tend ency

. e a

o f t h e sm ll town s t r e k e p e r t o ov e rcr w d his w i n

a o -
e d ow s o .

H canarr ng e a t mp t i ng arr y o f t hi ngs t o c atch t h e

e a e a

e y e wi t hi n t h e s t or e And w h o c n bl am e him if in
. a ,

d o i ng so h giv es his ow nli ne a promi nent pl ace ?

, e

H e knows t h e n w styl e s H e is f mili ar wi t h t h

e . a e

li ne s th t a e m ovi ng m os t r apidly or of w hich t h e big

a r

g e rbuy rs ee l yi n g
ar i n l argae q u n ti t i es I f t h e d l r a . ea e

b e o v ers t o ck ed or h as a li ne of g oods th t is sl ow in
, a

getti ng o ff t h e sh elv s t h s l esm n c ngiv e him sug e ,

e a a a

ge sti ons f or pl ans o f sp eci al s l es t h t wil l h elp him

.
a a

mov e th em .

T h e s al esm an c n h lp his cust om e r with his ad v

a e er
 P
COO E RA T I ON IN FLU E NC E
, AND FR I E N DSHI P 371

t isin obl ems, sugg e st ing mor e effe ctiv e copy and
'

g p r

new di stinctive m et h ods of arr ang em ent H e canbe o f

, .

a ssist anc e in pr ep a ring lists fo r circul a r l et t e rs I n som e .

c as es h e cane ven g o so far as to sugge s t nd discu ss

, a

b e tt er m eth ods of fin ancing t h e custom er s busin ess ’

.

T h e s al esm a n k n ws th t a gr ea t m a no y s al es o v e r t h e
a

count e r ar lost b e c us o f t h e i neffi ci ency f t h e re

e a e o

t ail cl erk H e sh ould b e abl e t o d evis e and sugg est

.

me thods of tr a ini ng cl erks to s ell to a high e r p erc ent age

of t h e p eopl e w h o ent er t h e store and t o s ell a l arger
amount to ea ch of th em I n d o i ng this it is pr ob abl e
.

th at h e will g ain t h e fri endship o f t h e cl e rks and t h at as ,

a r esult his lin e is l ik ely t o b e among th o se th at mov e

,

quickly .

Al l t his is j ust a s tru e inprincipl e for t h e sp eci al ty

man for h e t oo m eet s busi ness menwith busin e ss prob
, , ,

l ems and canh elp in the ir s olutio n T h e r ange f t h e . o

possibl e co op erati on th at t h e ret ail cl rk can rende r is e

mor e limit ed Ev en h er e h ow ev e r th e re are o ppor t uni

.
, ,

ti e s for s ervic e and for appre ci tive sugge stions a .

1 49 C u l t va t in
. i g p erso n a l r el a t io ns — T h e opp o rtun .

ity fo r giving a p ers on al t ouch to trans acti ons with cus

t ome rs should n o t b e o v e rl ook e d On e s al e sm a n who
.

h andl es anarticl e onwhich h e cang et no fu t ure ord ers

— th at h e canse ll to a p ers o n o nly once ina li f tim e e

h s a list o f ev ery manh e h as ev e r s ld At a ppr pri

a o . o

at e tim e s during t h e y e ar h e s e n ds eve ry ne o f th em o

c ards o f r emembra nc e or som e th er littl e tok n th at o e ,

as h e e xpre ss e s it k eeps his m em o ry gr ee n

, H e t ak e s .

t h e troubl e t addr e ss th em a n
o d writ e t h e m e ss ag e in
his ow n h andwriti ng so th at th e r will be no mist ak e e

about its b e i n g a p ers nal r em embrance A a re sult

o . s ,

though h e m y n t h av e se e n a man f r t w o o r three

a o o

y ears h e is rated a an ld fri end and giv e n v alu abl e

,
s o
372 SE LLING
coop er ation in s ecuring new busin ess T h e pictur e post .

c ard fro m Atl antic C ity which c arri es t h e m e ss ag e

“
Wish you w er e along is much appreci at ed by t h e
,

sal e sm a n s cus t om er out in Ohio S endi ng along som e

’
.

littl e thi ng in which t h e s al esm an knows t h e custom e r

will b e i nt ereste d is a si nc er e p ers on al touch I t goe s .

with out s ayi ng th at t h e prosp ects w h o do not buy sh ould

not b e slight ed as to th es e littl e att enti ns T h e s al es o .

manw h o incr eas e s t h e num b er of h is friends increas e s

t h e numb er an d v alue o f his a ss ets .

1 50 C oop era t io n fro m cus t o mers —

. A w ag onc e .

sa id th at succ ess w as l arg ely a m att er of dining with

t h e right p e opl e C e rt ai nly h avi ng t h e fri endship and
.

coope r at i on o f t h e right p eopl e is t h e li ne o f l east r e

sist an ce to succ e ss in s elli n g A high cl ass sp eci al t y
.
-

s al e sm an h andl i ng a s ervic e f or busin ess menand g ov

,

ern ment offici als pl anne d a trip to t h e Philippi ne

,

I sl a nds int endi ng t o st o p o ff at H awaii H e did not

, .

st art from N ew York H e d ecid e d t h at t h e pl ac e from

.

which t o s t art t h at trip w a s W shi ngt on F r om a high a .

o ffici al inhis c on c ernh e s ecur e d a l et t er o f i ntr o ducti on

to a promi nent man in t h e C apit o l T o this man t h e .

s al esm an expl ai ned his missi on and s ecure d furth er in

t o d u ct ions
r H e l ef t W a shington a w e k l at er arm e d
. e ,

with a l ett er from t h e Secret ary of St t e t o all t h e far a

e ast e rn bur eau chi fs an d l ett e rs fr om th os e in ch arge

e ,

of i n sul ar aff irs at W ashington to t h e chi ef e x ecutiv es

a

at H aw aii an d in M n il a a .

At b oth th e s e pl a c e s th en h e w as enabl ed i mm e
, ,

d iat l y to g et ona right footing in g ov ernm ent circl e s

e .

L e tt ers of indors ement from th o s e to whom h e c am e

en abl e d him to r ea ch t h e l e ss e r g o v ernm ent o ffici als

e ff e ctiv ely I t w as not di fficu lt to u se t h e co op erati o n

.

of hi s governm ent fri ends in r achi ng t h e busin ess men e

C OOP ERAT I ON IN FLU E NC E
, AND FR I E N D SHI P 3 73

of t h e community I ncid ent ally in his trav els h e se

.
,

cured l e tt ers to Am eric ans living at ports inC h in a and

J ap an wh ere h e pl anne d to stop H is whol e succe ss f u l
.

trip in short w as j ust one big pl an o f progre ssive co

, ,

o pe r a tion .

I n this p articul ar c ase t h e s al esm anin r eturn for t h e

,

wond erful co op er ation r ec eive d gave nothing but t h e

w arm sincer e fri e ndship of a man of r em ark abl e pe r
son alit y . Thos e who us e d th e ir influ enc e to furth e r his
i nter ests f elt th at th ey h ad b een doing the ir fri ends a
f avor by dir ecti ng t h e s al e sm an to t h em This is t h e .

best kind of coop er at ion as t h e sp eci al t y s al esm an

s ees it.

1 5 1 T h e cu st o mer as a firm rep resen

. t a ive
t — A s al es.

man who w as b e ing c omplim ente d on his w o nde rful

r ecord s elling a new offic e d evic e re pli ed th at his r e cord
,

w ould be rem ark abl e if h e we r e t h e o nly r epresentativ e

his firm h ad intown H e w as o nly t h e chi e f r epre s ent a
.

tiv e it s eem ed Every cu stom e r h e expl a in ed w as an

, .
, ,

a ssist ant r e pr es e nt a tiv e o p e r ati n

,
g u nd e r his direction
an d w orking up l eads coop e r ati o n an, d e nthusi a sm .

C o nsid e ring th at h e h ad one hu n dred and fifty re pre

sen t at ives h e co n
, clud ed it w as not so surprisi ng th at
,

h e w as g etti ng big r e sults .

This mans eldom asked directly for c oo p e rati o n H e .

m erely dropp ed in as h e w as p assing t o th ank t he cus

t om er for h aving direct ed him t o a manwho h ad pur
ch as ed t h e d ay b e fo re ; or h e h d disco v e red a m agazin e
a

articl e in which h e th o ught t h e custom e r w ould be ih

t erest e d ; h e h ad brought in a littl e b ook f r which h e o

h ad s ent t o N e w York b ec aus e h e kn e w t h e cu stom e r

would be inte re st ed T h en as h e w as l eavin g th ere
.
,

w ould in all prob ability ; come t h e su ggesti o n fro m his

,

host : I w as t al k ing to B ro w n yeste rd ay about your

“
3 74 SE LLING
m chi ne and h s ems quit e i nt er e st e d I sh uld suggest
a e e . o

t h at y u g o an d se him M enti o n my nam e H er e ”

o e . .

a g ai n w e fi nd t h e you attitud e e ff ectiv e A great

“ ”
.

m any sp eci alty s al esm en m ake t h e mist ak e of break

ing in upo n a cus t om e r s tim e m er ely to ask if
’

h e c ould sugg est any o n e who would be lik ely to

bu y .

C oo p er ation of this sort is valu abl e I t st arts t h e .

i nt ervi e w off on a fri endly fo oting and it l eads t h e ,

s al esm an dir ectly t o a cl ass of pr osp ects in which t h e

p e rc ent age o f s al es to int ervi ews is high I n som e cir .

cu mst an ces such a s wh er e t h e m ansugg e s t ed is di fficult

to see it might b e w el l for t h e s al esm an t o r eply All

,
“

right I sh all b e gl ad to see him I wond e r if you would

, .

mind getting him on t h e ph one and t elling him I am

c omi ng ? Or if it s eems pr e fer able : I wond er if you
”
,
“

w ould mi nd givi ng me a few words o f introduction t o

h im ont h e b ack o f your c ard
”
?

St apl e s al e sm en v ery o ft en o v erl ook Opportu niti e s

such as this for co op erati on R et ail s al es p eo pl e d o
.

not g et as much of it as th e y sh ould Th er e is a l arge .

numb er of s al esm e n in t h e m e n s clot hing wom ens ’

,
’

cl o aks and suits furniture and rug d ep art m ents of t h e

,

big r et ail st ore s h ow ev er who h av e a l arge fo ll owi ng

, ,

o f cust om e rs who are continu ally s ending fri ends t o

th em .

1 5 2 L et t ers of in
. d orsement — T h e u se of l ett ers o f
i ndors em ent as a p art of a sal esmens equipm ent is b e ’

comi ng m ore and mor e c ommon Th os e r ec eiv ed from .

e spe ci ally influ enti al men or imp o rt an t conc erns are

v alu abl e s al es m at eri al in any p art o f t h e c ou ntry Th e .

s am e thing is tru e inonly a slightly l ess d egr ee of l et

t ers from u nkno wn p eo ple M uch m or e v alu abl e th an
.

e ithe r are t h e l o c al l ett ers of i nd o rs em ent th at t h e s al e s

C OOP E RAT I ON IN FLU E NC E , AND FR I E N DSHI P 375
‘

m an g ets through t h e coop er ation of t h e more pro mi

n ent custom ers .

I t is anart to s ecure from a cu stom er t h e ex act s o rt

of l etter of indors em ent th at t h e s al e sm an d e sir e s In .

a f ew c as es t h e custom e r will all o w t h e s al e sm a n to d ie

,
'

t at e t h e l ett er and t h e n of c ours e t h e m at t er is simpl e

, , ,
.

I n a much l arger numb er of c as es how ev er t h e cus , ,

tom er will d esir e to say wh at h e pleas es and to say it in

his ow n w y T h e d ang r h ere is th at t h e l ett er may
a . e

b e t oo lo ng t o o g en er al and possibly cloth e d in such

,

e xtr av a g an t l angu a ge as t o s eem an ex agge rati on .

T h e s al esm an th en must dr aw t h e cust om e r out o n

, ,

p articul ar p o i nts and whe nh e h as s cured t w o or thr ee

, , e

sp ecific st at em ents in good forc eful l angu age h e can ,

sugge st : M r C ust m e r you h v e m ad e thr ee stro ng

“
. o ,
a

poin t s for my pr op o siti o na nd you h av e m ad e th em in

e xc e p t i onally fo rce ful l angu age I wo nd er if you .

w ould mind g iving me a l etter m aking just th o s e thr e , e

p oi nts I k no w you would b e willi ng t ind ors e t h e

. o

wh ole proposi t i o n if I ask d you t but I am go i ng t o e o,

b e s atisfi ed if you will just giv e me thre e o r f our p ar a

gr aphs m aki ng thos e three p o i nts
, T h e s al e sm an .

will know wh at ki nd of ani nd o rs em ent l ett er h e d esir e s

an d h e must s ecur e it by str ong p o sitiv e sugg e sti o ns , .

1 53 V alu e of cu st o mer coo pera t ion— A l arg e con

.

c ern s elli ng filing equipm nt h ad much te rrit ry e so o

all o tt e d to e a ch s l e sm anth a t h e w as abl e t

a see only t h e o

pri ncip al prosp ects in each t own F rom t h e occ asi o nal .

i nquiri s c omi ng in from sm ll r c o nc e rns t h e comp ny

e a e , a

d ecid ed th at th ey might b w o rth w rki ng Wi t h t h at e o .

en d in vi ew th ey r ea pp rti n d t h e te rri t o ry a n d g av e
o o e

e ach s al sm an only as much as co uld b

e w rk ed int an e o

sivel y . Th e r e sults w r e gr atifyi n g b ey nd e x pe c t a

e o

ti n T he fact th t t h e s l e m anc ould n am e l arge com

o . a a s
3 76 SE LLING
p a nies in t o wn w h o w er e usi ng t h e e quipm ent h ad gre at
i nflu enc e on t h e small er conc erns F urth erm ore office .
,

m en in l arg e c oncerns ta lke d t o thos e in sm a ll er one s

about t h e e quipm ent an d w er e v e ry gl a d t o r ec omm end
it wh en t h e o cc asion r equir ed T h e influe nce and co .

o p e r ation thus s e cur e d m ad e s e lling t o t h e sm all er con

c erns an easy m atter This principle holds tru e all

.

through s ell ing .

Th e fact th at c ert ain big d ry goods conc erns h av e

stock ed up on a cert ain line will i nflu enc e t h e sm all e r
d eale r to do t h e s am e A pr esid ent buyi ng a c ert ai n
.

a rticl e w ill influ en c t h e vic e pr esid nt t o buy it ; t h e

e -
e

d ep artm ent h eads will b e influ enc ed by t h e president

an d t h e vic e pr e sid ent
-
T h e n am e s of t h e promi n nt
. e

pe ople of t h e towm on a list of purch as ers h as a d oll rs

'

,
a

an d c ents v alu e T h e g en er a l pri ncipl e is to st art at t h e

.

t op an d work down ; to s e cur e first t h e busi ne ss of th t a

i ndividu al or th at c onc ern th at will i nflu enc e furt h r e

busin ess .

T h e s al e sm an th en should b e l oy al to t h e hous e and

, ,

loyal to t h e cu sto m er H e sh ould c oop erat e wi t h t h e

.

h ous e and with t h e custome r L oy alt y be gets loy al t y

.

an d coop er a tion b eg ets coop er ation T h e s al e sm an .

who s atisfies t h e cust om er ; who g ets busin ess in t h e

right w ay; and who bri ngs his cust om er helpful busi ,

ness building sugg estions is c o op er ati ng with him in

-

t h e b est s en s e of t h e word I nflu enc e and fri endship

.

gov ern al most ev ery ct o f hum anity Unl ess t h e s l es

a . a

man can cr eat e i nflu enc e co op er ation and fri endship

,

f or his hous e and hims el f h e will m eet with u nt ld d ifli o

culty and discour agement H e w h o cand o th es e t hi ngs

.

will find b ot h pl easu re and profit in practici ng t h e art

of s al esm anship .
 PA R T III : SA LE S MA NA G E ME NT

C H APTER I
T HE SA ES L MANAG ER—H IS QUALI FICATI ON S AND
DUTI ES

1 54 . Thenecessit y for efiicient sak s manag ement .

S a le s m an agem ent is distinct ly a pres ent d ay probl em -

.

N ot so m any y ears ag o t h e princip al bus in ess h ous e s o f

t h e coun t ry w er e distributors of st apl e s Th ey s old .

goods for which th e re w as ane xisting dem and and t h e

ar ea in which th e y could s ell w as to a gr eat e x t e n t , ,

limite d by shipping f aciliti es Within th es e co nfi n es . ,

th ey felt th ems elv es enti t le d to a fair sh are of t h e busi

n ess T h e s al esm an w as look ed upo n t h ere fore as a
.
, ,

manwho m e r ely c all ed up o n d eale rs and by a system of ,

b ack sl appi ng st ory te lling and gen e ral goo d fe ll o w

-

ship s ecured t h e ord ers th at t h e d eal e r h ad to pl ace

,
.

F urth ermor e it w as not r ealiz ed th at t h e m e th ods o f

,

h andling t h e s al esm e n from h eadqu art e rs h ad much t o

do with t h e volume of business turn ed in by t h e s elling
f o rc e .

As a r esu l t t h e s al es d e p artme nt w as l oo k ed upon as

,

a sort of n e c e ss a ry evil a n d t h e m emb e rs of t h e s elling

,

forc e w ere lik ely to be c o nside red m o re o r le ss irre

sp onsibl e p ers nages u nfi t t ed f r t h e o th e r m o re s erious
o ,
o ,

d ep artm ents o f busi ness w h o h ad c a pi t alize d a ro am ing

,

disposi t ion and a ple asi ng p erso nalit y T heir su pe r .

visi o n w as oftt ime s l e ft eith e r to t h e p rop ri eto r s p romi s

,
’

8 77
 3 78 SA E S L MAN AGE M E N T
ing young son wh o s e activiti e s in this dir ection con
,

sis t ed princip all y o f l tt ers of c rpi ng cri t icism or t o t h e

e a ,

t rust e d bookk e p e r who a ssume d ch arg e of t h e s ell i n

e g
forc e as a ki nd of sid e li ne and confin ed his sup ervision
al m o st e ntir ely t o criticism of t h e e xp en s e acco u nts .

I t r em in ed for t h e s ell ers o f spe ci alti e s t o show wh at

a

c ould be done by an effici ent and pro p erly m anaged

s al es organiz at i on E nt h u siast ic and prop erly trai ned
.
I"

s elli ng forc es u nd er t h e dire c t i o n o f menwi t h a prope r

,

conc pti on of t h e m e ni ng and impor t anc e o f s al e s

e a

m anagem ent h ave cr eat ed m arkets for th eir products

,

out f not hi ng— h av e succee d ed in fields wh er e it w as

o

n e c ess ary not only to m ak e t h e s ale but t o educ at e t h e

c onsum e r and cr e t e t h e d em and as w ell— h av e ch nge d
a a

t h e an t agonism of pro sp ec t s i nto active co op er ati n -

o

an d h av e evi nc e d a l oyalty for th e ir h ouse s pr eviously

unkn ownin st apl e lines .

Andr e w C arne gi e is rep o rt ed as h avi ng s id at one time a

th at if his busi ness w ere t ake n fr om him bu t his org ni ,

a

z at ion we r e l f t t o him
e it w ould be a comp ar ativ ly
, e

simpl e m att er to build up a new busi ness ; bu t t o l eav e

him his busin ess and t ak e aw ay his o rg aniz ati o n w ould
b e a much m o r e s eri ous m att e r as wi t hout t h e o rg aniz a ,

tion t h e busi ness w ould i n vi t bly fa il and t h e building

e a

of a n e w org an iz ation exc ept by a gr adu al proce ss ex

,

t e ndi ng ov er a l ong p eri od would b e n imp o ssib ility , a .

Th er e is no ph as e of busi ness in which this pri ncipl e

h olds so tru e as int h e s elling end T h e s elli ng organi .

z at ionwhich is m aki n g a succ ess of one pr odu ct c ou ld ,

as a gen er a l ru l e make j ust as l arg e a succ e ss if t r an

, ,
s
”

ferr e d to anoth r T o build a loyal and effi ci ent s elli ng

e .

forc e and t o cr eat e init a prop er spirit is t h e w ork o f

, ,

months and e v eny ears .

T h e old orde r of m anag em ent only slightly m difie d ,

o ,
 T HE SA E S L MANAGER 3 79

st ill obt ains in a gr eat m ny st apl e hous es T h e sm all a .

minority of st ple h ous es which h ave appli ed sp eci al t y

a

m th o ds to th e ir s al es m anagem ent how eve r h ave b een

e , ,

r em ark ably succ essful As a r e sult t h e id ea is f ast g a in

.
,

ing grou nd th at as pr oduction is with f e w e xc eptio ns

, , ,

unre strict ed t h e growth o f a busin ess is d ep end ent on

,

how much it cans ell This in tu rn is de p end ent up on.

, ,

t h e o rg aniz ati o n tr aining an d m an age m ent o f t h e s el ling

,

forc e I t is b e ing r ealiz e d more and m ore th at t h e

.

m ethods of m an aging t h e men in t h e fi ld wil l d et er e

min e to a l arge ext ent t h e v ol um e of busi ness th ey will

, ,

turn in t h e m easur e of th e ir loyalty and enthusi asm and

, ,

t h e l ength of tim e t h e b est of th em will r em a in wi t h t h e

organiz ati o n This will h av e ev erything t do t o o with
. o , ,

t h e e xt ent to which n ew meno f t h e right c alibr e are at

tr act e d to t h e organiz ati o n I t canbe se t down as t h e .

first principl e int h e organiz ation nd m ai ntenanc e o f a a

succe ssful s elling fo rc e th at s elling should be re cognize d ,

as t h e most import an t p art of t h e busi ness .

1 5 5 T h e o bject of p rese n
. t d ay sal es man ag emen t -
.

T h e first effe ct of t h e aw ak eni ng t o t h e possibiliti es of

th ne ew m e thods of s l e s m n a g em e nt w a t h e ad o ptio n
a a s

o f so c all e d gi nge r up m eth o ds T h e s al es m an age r ”

-
.

i nst all d w as eith e r a good f ell w brought in ff t h e

e
“
o ,
o

ro ad w h o could g t t h e boys c omi ng ; or a writer o f

,
“
e
”

“
ginger l ett ers and pu nchy lite ra ture s ecured outside
” ”

o f t h e org aniza ti o n F or im m edi at r e sults th e s e

. e ,

m eth ods w ere pr b ably as good as any E nthusi asm

o . ,

loy alty and t h e ability t m ake l arge s al es t o be l st o ,

a

ing howev e r must h av e a m re s olid f u n

, ,
d ati on E n o o .

t h u siast ic l e tt e rs and a h us e o rg a n t h at w ill m ake t h e o

o rganiz ati o n a cl s ely knit unit h av th e i r pl ace s bu t

o -
e ,

th ey d o not co nstitu te t h e wh le o f sa l e s m an ag ment o e .

Th e s al e s m an ag e r who w uld m ake a l asting succe ss t o o

38 0 SA E S L M ANAGE ME N T
d ay must h av e oth er abi liti es H is e ff orts will be di .

r ect ed to t n ot t h e m o s t bu t t h e b est ou t o f his me n

g e , ,
.

1 5 6 Qu alifi ca t io n
. s of t h e sal es man ag er— r a n k an d
exp erien ce —
. Wh at th en are t h e qu alific ati ons th at t h e
succ essful s al es m an ge r sh ould h av e I f s al esmena e
a ? r

difficult to find s al e s m anagers ar e mor e so F irst o f

, .

all h e must h av e all t h e qu a lific ati on

, s enum er t e d in a

P art I I of this t ext as ess enti al to t h e s al esm an I t is t o .

th es e th at t h e qu alific ations es senti al for a s al e s m anager

must be add ed .

I t is d esir abl e though not ess enti al th at t h e s al e s

, ,

m an ager be an imp ort ant offic er of t h e firm ; one wit h

t h e titl e an d auth ority o f an e x ecutive offic er is t o b e
preferr ed This i nsure s cl o s e p ers onal sup rvisi on of
. e

t h e s al e s d ep artm en t and inaddi t i on puts t h e d ep art

, ,

m ent on a high pl ane of dignity All o f t h e s al es d ep rt . a

m ent m embe rs will t ake m ore pride inth eir w ork and in
th eir organiz ation and l arger c alibr ed men will b e at
,

tr acte d to it th an will be t h e c as e if t h e s ale s m anager is

pur ely a s al ri ed man This doe s not m ean th at t h e l at
a .

t e r c an n o t b e succ e ssful ; it d o s m e n h ow ev r t h at h e e a , e ,

will be worki ng at a dis adv ant age This is t ru e u nl ss . e

t h e maninst alle d a s sal e s m an ag e r h as b eena m emb er o f

t h e s ell i n g org aniz ation and t h e memb e rs like and
admir e him an d a dmit his sup erior qu a lific at i o ns .

I t is b ett er t h at t h e s al es m an ge r sh all h av e h ad sell a

ing e xp eri ence pr e f er ably with t h e org aniz ti on of

,
a

which h e h as b ecom e t h e h ead I n t h e selling o f impor .

t ant products of high v alu e wh er e t h e m emb ers of t h e

s elling force will be meno f br ai nand c ap city pr evi ous a ,

s elli ng e xp eri enc e may b e consid er ed e ss enti al I nt h e .

s al e of l ess imp ort ant lower price d pro ducts m any s al es

,
-

m anagers who are l acking in s elling exp eri enc e h av e

a chi ev e d succ e ss .
 T HE SA E S L M AN AGE R 381

1 57 . L o ve
f o h is men— W e
h a v e pr ev
. iously s a id th at
t h e on ly w ay to h andl e menis to love th em T his h olds .

j ust as tru e for t h e s al es m an ager h andling his menas

it doe s for t h e s al esm an s elli ng t h e goo ds And h er e . ,

a lso , t h e lov e must b e g enui n e ; it c a nnot be count e r

f eit ed . C los ely conn ect e d with this t h e s al es m an ag er ,

shoul d b e a k een stud ent of hum an n ature H e should .

know t h e foible s and short com ings o f his menas w ell as-

t h e ir strong p o i n ts H e should st riv e without s arc asm

.
, ,

criticism or imp ati ence to er adic at e t h e one and visibly

,

appr e ci at e t h e oth e r T h e succ e ssful s al e s m anag e r will

.

h ave t h e confid enc e of his menno t o nly inm atters of busi

n ess but in th eir p ersonal and hom e rel atio ns also H e
, .

will visit t h e s al e sm en at th e ir hom es and will kn ow t he

wiv es and famili e s of t h e o rganiz ation almost as well as
h e d oe s t h e m enth ems elv e s .

I t is h er e th at his s elli ng e xp eri ence will prove h elpful .

T h e man who h as e xp eri enc ed t h e h ard work discour ,

ag em e n t an d gri e f incid e nt al t o s elling und e rst a nds t h e

tr oubl es of his men as no man c n w h kn o ws th es e a o

thi ngs o nly by h ears ay H e will h av e a kee n symp athy

.

f or t h e manin a slump t h at would o th e rw is e be impos

“

sibl e I t is not ev en d esirabl th at h e sh all h av e b een

. e

u ni f o rml y succ essful i n t h e fi eld O n f t h gr eate st . e o e

r easons th at t h e b st s al esm en d no t o fttim e m ak e t h e

e o

b est s al e s m anagers is th at th e i r uni fo rm succ ess makes

th em imp ati e nt a nd critic al f t h e s l e sm nw h o is m e t o a a e

ing set b acks and who th e r e f re m o st n eds t h e h el p of

-

,
o , e

t h e s a l e s m a n ag e r .

A s al es m an age r c annot be ut cratic H e w ill m ak e a o .

a mist ak e if h e att empts t o put hims lf on a high e r pl a n e e

th an t h e me nin his organiz ati o n H e will do well to t e .

m emb e r th at whil e h e is l eading his organi zation h e

, .

must also be a p art o f it ; fo r w h at he is looking for i s

t e m work I f h e xp ects t h e me nt o be o f t h e g reat est

a . e
3 82 SA E SL MAN AGE ME N T
p ossible h elp to him h e is not thr ough wh e n h e s ees th at
,

t h ey ar e pr o p erly comp ens at e d no m att er h ow lib e r al ,

h m y b e in this p ar t icul ar H e sh ould fr at erniz e wit h

e a .

his menand study th em wi t h t h e id ea o f bri nging ou t

th eir individu al abili t i es and gett i ng th eir b est e fforts .

1 5 8 L oyal t y t o men— Th e g oo d s al s m an age r a cts

. e

a lw ays as a b u ff e r b etw ee n his menan d t h e oth er e xecu

t iv es o f t h e c omp an y w h o are likely t o be mor e calcu l at
,

ing l ss symp athe t ic and mor e critic al

, e This is not a .

criticism of t h e ot h er ex cutiv e s I t m er ely m eans t h t

e . a

t h e s al e s m na g r b e i n a g clo ser to his men and m or e

e , ,

k eenly r ealizi ng t h e difficulti s o f th eir work canm ake e ,

th es e t hi ngs cle ar t o t h e o th er e x ecu t iv e s in a w y t o a

s oft enth eir f eeli ngs t ow ard t h e s al esm n who h as just a

s ent in a h arsh cri t icism of t h e pr o ducti o n dep artm nt e ,

who h as pro t est e d ag ainst shippi ng or coll ecti on

m th ods or w h o h as f ll en o ff sh arply in t h e volum e o f
e , a

his s ale s A gr t m any s l e s m nagers t alk abou t

. ea a a

l y al t y from t h e men and all o f th em exp ect it Th ey

o .

sh ould r ealiz t h at t h e m enint h e fi ld lo ok for loyalt y

e e

from t h e s al e s m an g r T h s al es m an age r who is l oy al

a e . e

t o his menwill h av e l oy al men b o u t h im a .

1 5 9 Abilit y t o m in
. t aind i cip in
s l ea— Whil e t h e s al es .

m nag er must rul e thr ough l ov e and not t hr ough f ar

a e ,

h e must be abl e to m ai nt a i n discipli ne in his org aniz a

ti on O t h erwis e h e will h av e men routi ng thems elv e s
. ,

thr ough th eir t errit ori es ina h aph az ard m anne r m aking ,

an a rr ang em en ts th e y pl ea s e with th e ir custom e rs

y ,

goi ng outsid e t h b ou nds o f th eir te rritori es for busi ness

e ,

or ru nnng mto t h e h ous e for trivi al r easons whe n t h ey

i

sh ould b e ou t s elli ng T h e s l e s m anag er s ch air h ow

. a
’
,

e v r is no pl ac e f or t h
e ,
m artin t G ood sal esme n d o
e e .

not n c ss arily need m ny instructi ons The y r es ent b e

e e a .

ing h edge d about with too m any re strictio ns Th y . e

 T HE SA E S L MAN AGER 3 83

qu e stion t h e wisdom of t h e s ales m an ager s dir e cting ’

t h e ir work t oo mi n ut ely T h e s al es m an ager sho uld as

.

much as possible throw t h e menon th eir o w n resourc e s

an d hold t he m r e spo nsibl e f o r r e sults R ul s sh o u ld b e . e

fe w an d not t oo stri ng ent U nde r broad g auged sup er

.
-

visi o n this give s a freedom f action that e ncourag e s s elf

o

r eli anc e de vel o ps strong men nd w eeds out w eak one s

, a .

T h e succ e ssful s al e s m anage r n e v e r h as t o dr iv e his m n; e

th ey st and ready to fight for him to t h e l a st ditch at any

t ime .

1 6 0 Org an iz in a bilit y — T h e s al e s m a n ag e r must

.
g .

”
in a l arge d egr ee h av e a t each er s mind H e must not
“ ’
.

onl y b e able t o s lect with great c are menwho cansuc

e

cessf u ll y se ll his propositio n but h e must l ab o r co n ,

ti nu
ou sly with t h e org an iz ation and with each i ndividu al
s al esm an givi ng instructions nd sho w ing h o w s al es can
, a

be m d e
a This is a difficult and t edi ous t ask requ ir ing
.
,

i nfinit e p ati ence and c onti nu ous tactful e ff o rt .

F urth ermor e t h e s ale s m an g e r must be a ma no ve r

, a

flowi ng with id eas and poss e ssing t h e t al e nt t o u se t h e

ideas of oth ers H is d esk should be cl ear ing house fo r
. a

s ell ing ide as and argum ents H e sh ould h ve a kn o w l . a

edg e o f t h e goods sold pr ob ably sup e rior t o th a t of a n

, y
oth e r manin t h e organiz ati o n .

T h e s al e s m an ag e r must be abl e n t o n ly t o d evelo p o

menf or t he outside w o rk f s elling but h e must h ave a o ,

thorough grasp o f t h e d et il o f h i d e p rtment and be a s a

abl e t o d ev el o p und er him int h e o ffi c e c a p abl e a ssist a nts .

H e sh ould enc urage th s e u nd r him t e xe rcis e int el li

o o e o

gent initi ative a nd t ak e t h e d tail work o ff his should ers e .

Oth erwise h e will fi nd hims elf w ith out t h e time and en

,

e rg y to d e vot e t t h e l a rg e r pr bl e ms of his d e partm e nt

o o .

1 6 1 B ro ad g a ug ed kn
.
-
o w ledg e of b usines necessary s .

—T h e s al es m an ag er s i nflu ence o nt h e prod uct of hi s

’
3 84 SA E S L M AN AGE ME N T
hous e shoul d be l arge for it is h e who by sifting t h e
, , ,

sugge stions s nt in by t h e s al esmen know s b est wh at

e ,

will s ell I n like m ann er h e sh ould be able to discuss

.
,

a dv e rtisi n g wit h t h e adv ertisi ng manand if nec e ss ary , ,

to dire ct t h a dv rt isi ng o f h is firm H e sh ould b e abl e

e e .

to discuss fi n nc e s wi t h t h e fi nanci al man and in this

a ,

c onn ecti on sh ould b e abl e t o giv e a cl o s e st im at e of t h e

, e

a m ou n t o f busin e ss t h at canb e cou nt ed on for a give n

p eri od This e stim at e will be b as ed up on ananalysis o f
.

his s elli ng forc e manby man conside ri ng th eir p ast pe r

, ,

f mances and pr e s ent mom ent um and f general busi

or , o

n ess conditi ns xis t i ng int h v ri us t erri t ori es wh e re

o e e a o

his men are o p er ating T h e l att er i ndic ate s th at h e

.

sh ould h av e a su ffici ently bro ad kno w l edge o f e c onomics ,

mo ney and b anki ng and trad e c onditi ons to r ead t h e fi

nan ial signs o f t h e tim es I n additi on h e should h v e
c .
, a

a kn o wl edge of t h e fu n d ame nt al pri ncipl e s of acc ou nt

in g suffici e n t to e na bl e him to discuss fin anci al st at e

m ents with t h e auditor .

1 6 2 T h e t ru e t est of h is efiicien
. cy — L a stly an d .
,

prob ably m o st import ant t h e s al es m n ger sh ould r eal , a a

i e th at h is one purpos e o f b ei ng a s al es m ana g er is t o

z

g et busi n e ss H is one duty above all ot h ers is t o keep

.

his menint h e right f ram e o f m ind so th at th ey cangive

t h e b e st th at is in t h em t o t h e h use S i t ti ng at a d esk o .

in ano ffi ce it is all t oo easy to l ose sight o f t h e diffi cu l

,

ti e s of t h e menon t h e r oad It is e asy t o g et out of pa .

t ien ce an d b ecom e critic al Whe n it b ecomes n ec ess ary .

to admonish a s ale sm an it is easy t o dict at e a s arc ast ic

,

and cl ev er l ett e r Eve ry communication th at g oes out

“ ”
.

t o t h e s l esm e n an
a d e v ery co nfe r enc e th at t h e s al es
m anager h as wi t h any of his menshould be gauged by
t h e qu e stion: Will this put t h e s al esm an in a fr ame of
“
 T HE SA E S L M AN AG E R 385

mi nd t o g et busin e ss I f t h ans w er is not anemph atic

? ”
e
“
y s e t
”
h c o mmunic a ti o n sh o uld b e d e stroy ed f o r th t is
e , a

t h e on ly tru e t e st of its e fficie ncy .

1 63 N ecessit y of in
. t er d ep ar t men t al coop era t io n
-
.

T h e s al e of g o ds at a profit is t h ultim at e purpos o f

o e e

e v e ry org an iz t ion wh ethe r its prim ary purp o s e is t h e

a ,

productio n o f such goods o r wh e th e r it is c o nc ern e d ,

simply wi t h t h e dis t ributi nof ar t icl es t h at a e produc e d o r

by ot h ers Accordi ngly t h e effi ci ency o f t h s ale s d e

.
,
e

p art me n t is m att er o f gr ea t impor t a n

a c e t o e ve ry o t h e r

d e p artm ent of t h e busi ness This effici ncy c nnot r e ch . e a a

it s high est d e v el o pm ent u nl e ss ev ery d e p artm e nt co

o p e r a t e s with t h e s elli n g o rg aniz atio nt o bring ab out t h e
most economic a l and successful admi nis t rati o n o f t he
s elli ng activiti e s .

Se lling doe s not of its elf cr eat e v alu e ; it d oe s not of

, ,

its elf pro duc e t h e kind f a rticl e t h t cust om rs w ant ; o a e

it d oes not of its elf i nsure prompt d eliv ery h a rm o nious ,

cr edit r el at i ons o r t h e right ki nd o f s e rvic e t o t h e cus

,

t om er Al l o f the s e thi ngs and m any o the rs mus t be s

. e

cured through t h e coo pe r ti o n f t h e o th e r d e p rtm ents a o a

o f t h e busi ness To s cur this c oo p r ti n is j ust as

. e e e a o

much a p art o f t h e s al e s m anage r s work as t m anage ’

o

his men .

1 6 4 T h e ad ver t isin
.
g d ep a r t me nt — T h e d e pa rtm e nt
m st cl s ely ss ci ated with t h s al s d p artment is t h e
o o a o e e e

a dvertising d e p artm nt I n s m c as es t h e man in e . o e

ch arg o f t h adv r t isi ng is ubordi nat e t o t he sale s

e e e s

m an ge r and t h e adv rtising i h ndl d in t h e s ales de

a e s a e

pa rt men t I n r re i nst anc t h e s al es m an age r re ce iv es

. a e s,

his rd e rs from t he adve rtisi ng m an ge r T he most

o a .

c mm n fo rm f o rganiza ti n h w ev e r is to h ave t h e
o o o o , o ,

s al es and ad v e rtising h andled by t w se par ate d e part o

me nts direct ed by h eads of equ al rank I t is int he lat .

II I —25
3 86 L
SA E S M AN AGE M E N T
t er c as e th at coop erati o n and h arm ny b ecom e mec e s o

s ary Adve rtising and s ale sm anship r t h e chie f f c

. a e a

t ors indistribution an d th ey sh ould dov et ail t h e on e with

t h e oth e r .

Adv ertising is us e d g ener ally to p av e t h e w ay for t h e

s ale sm an to facilit at e his e fforts and t o supplement his
,

work I t is obvi ous th er efor e th at t h e adve rt isi ng pl an

. , ,

should not run count er t o t h e s elli ng pl an I t go e s .

with out s ayi ng t h at such c oop erati o n sh oul d not be one

sid ed Th e advertisi ng m n ager will o ft en h ave a good
. a

id e a o f conditi o ns int h e fi eld and suggestions f or b et t er

ing th em T h e s al e s d e p artm ent sh uld e xte nd t o t h e
. o

a dv ertisi n g d ep artme nt t h e s am e coop erati o nt h at is ex

ct e d from it This m n s bov l l ls t h t t h d
p e . e a a a
e e a eea v er

t isin g pl a n s o nc e l au nch ed sh ould h ave t h e a rd ent and

, ,

si nc er e support of t h e s elli ng o rg niz t i on b ot h int h e a a ,

oflice an d int h e fi e ld T h e s al s nd a dv ertisi ng d ep rt

. e a a

m ents inoth er words sh ould s t riv for t eam w ork th at

, , e

sh all b e t o t h e b est i nt ere st o f t h e hous e .

1 65 T h e p ro d u ct ion d ep ar t men
. t — Th er e are f ew
tim es duri ng t h e year wh ent h e o rd ers pr oduc e d by t h e
s al es d ep artm nt and t h e goods pr oduce d by t h e m anu
e

fact u ri n g e nd ar e e x a ctly e qu al T h e f a ct th t t h e s l e s
. a a

d ep ar t m ent h as all w e d t h product t o pile up duri ng

o e

sl ack seas ons c aus es t h e pr o duc t i nment o b ec om e im o

p ati ent wi t h t h s al e s d ep r t m ent s d em nd for i ncr eas ed

e a
’
a

output in rush tim e s T h e s al s m n g e r sh ould e n

. e a a

d eavor t o e limi nat e t his l ack o f symp t hy All m at t rs a . e

a ff e cti n g output sh ould b e c onside red f r om t h e s elli ng

st andpoint as w ell as from th at of producti on and t h , e

s al e s m anage r sh ould see t h at t h e pr oduction men ac

quire t h e s elli ng p o i nt of vi ew .

St and ardiz ation is one o f t h e b est m e ns o f r educi ng a

pr oducti onc o sts C arri e d too fa h o wev er it is lik ely

. r, ,
 T HE SA E S L M AN AGE R 3 87

t o r e duce s al es als o T h e s al e s m anag er sh o uld curb this

.

t en d ency toward o ver st and ardiz at i on H e sh ould k no w

-
.

su ffi ci ent about pr oducti on how eve r to r eali ze t h e ben

, ,

e fi t s of st a nd ardiz ati o nand t o w ork in h a rm o ny with t h e

pro ducti o n m ana ge r toward t h e k eepi ng downof c o s t s .

I t is quit e a comm o n t end ency for a co nc ern which

h as built its r epu t atio nand s al e s by putti ng ou t a su
pe rior product gradu ally t o r educ e t h e qu ality o f t h e
go ods T h e s al e s m an ager realiz es prob bly b et t e r t h n
.
, a a

a ny o ne e ls e th at if t h e hous e is t o c nt i nu e t o s e cure an
,
o

i ncreasi ng v ol um e of business it must hold up t h e qu al ,

ity o f its go ods Any othe r t end ency on t h e p art of t h e

.

produc t ionend sh ould b e comb at ed .

I t may s eem a far cry from t h e vol um e of s al e s t o t h e

l abor policy of t h e firm T h e s l es m anager h ow ev er
. a , ,

w ill re aliz e th a t t h e l abor policy is clos e ly re l at ed t o t h e

qu estion o f qu ality I f t h e policy of t h e h ous e toward

.

it s employ e s is a lib e r al one th er e will be a spirit of pe r

,

s on al inter est c are and loy alty a nd a d e sire t o turnou t

,

t h e b est pr oduct p o ssibl e t h t w ill b e l acking o t h e r w is e

a .

A hous e wi t h a diss atisfi e d o r frequ e ntly ch ngi ng r a o

g a n iza t io nwill find it di fficult to k e e p up t h e qu a lity of

its product .

1 6 6 T h e cred it d ep a r t men
. t — Whil e a s e ttle d policy .

reg ardi ng p aym ents and m eth ods of h andli ng cre dits
a nd coll ecti o ns is d esirabl t h e s l e s d e p a rtm ent w ill b e
e, a

s eri ously h andic appe d nd a great d eal f its w ork wi ll

a o

be nullifi e d by a t o rigid enf rc em nt o f credit rul e s

o o e .

Th e s al e s m an ag r sh ould s e t it th a t t h e credit ma n
e e o

d evi ates fro m his rul es in c ase s w h r it s eems e xp edi e nt e e .

I t is v ery fte nt h e b est kind f busi n s t o build up a

o o e s

custom er by ext ndi ng a lin f cr dit t a man f sm all

e e o e o o

c pit al but l arg ability I t is frequ ently e x ped ie nt t

a e . o

h lp o u t with more g d s a sl w paying b u t a pp arentl y

e oo o -

,
38 8 L
SA E S M ANAGE M E N T
r eli abl e custom er I t is imp ort nt f rom t h e s al es man
. a

a g r s p o in t of vi ew th at c oll ect i onm et h o ds be softened

e
’

so th at custom e rs sh al l n ot b e l o s t in t h e pr o ce ss o f
g et
ting in t h e m oney Whil e t h e fin a l d ecision on th es e
.

t hings must b e le ft to t h cr edit m an t h e cr edit m ans

’
e ,

a cti on on th e m h a s much t d o with b ot h t h e pr e se nt

o

an d futur e volum e of t h c onc erns s al e s Th e cre dit d e

’
e .

p ar t m en t c n b e am ad e a strong ally in i n cr easi ng this

v olum e .

H ere too c oop er ation should w ork b oth w ays I f

, , .

t h e s al e s m an ag e r e xp e cts t o h ave a cr dit d p rtm en t e e a

th at sh all w ork with him in i ncr easi ng s l e s and a c oll ee a

ti ond ep artm ent t h at sh all not kill s al es h e must see t h at ,

his menc o op er at e with th e s e d ep artm ent s I t is up o n .

t h e menint h e fie ld th t t h e cr e dit m an a a g e r o ft e n mus t

r ely for i nform ation concern ing t h e mor al risk onpur

ch s ers of sm all c apit al Whil e t h e s ale s m anager
a .

sh ould j ealously gu ard agai nst his m en s tim e be i ng ’

t ak en up t o too gr eat ane xt ent by w ork ino t he r d ep art

m ents and w ork which is likely to d es t ro y th eir s elli ng
o pp o rtun iti e s h e sh ould h av e t h e s l esm n h andle ll
,
a a a

c as es wh e r e t h e reas o n giv e n fo nonp ayment is th at t h er -

g oods or s ervic e w as u ns at isfact ory .

1 6 7 H an dlin of co mp lain t s — Thos e who h an dl e

.
g
compl ai nts must h av e t h e sell ing poi nt o f vi ew if th ey
a e t o b h ndl e d wi t h t h
r e a car e and br ea dt h f visi ont he y
e o

r equir e Th ere is a c onst nt d anger th at lr eady e xis t

. a a

ing tr oubl e b etw e nt h e h ous e and t h e cust om e r will b e

e

m d e wo rs e Impr ope r h andli ng may t ot ally br e ak

a .

b oth confid enc e and business r el ations b etwee n t h e house

an d t h e custom er T h e s ale s m an ag er sh ould see t h t
. a

t h e hous e a d o p t s a lib era l an d r ation a l policy tow ard

c ompl aints H e should impr ess up on t h e h andl er of
.

compl aints th at it is often b ett er t o acknowl edge t h e cus

 T HE L
SA E S M AN AGE R 38 9

tomer right th an to end eavor t o pro ve him wro ng A .

lib eral p olicy t o w ard compl ai nts is a great s ale s build er .

1 68 T e s v ce d p a t men
. h e r i e r t — S om etim e s t h e s al e s
m enare giv enm ore th angoods t o s ell Th ey s ell go ods .

plus t h e se rvic e o f t h e hous e t o t h e custom er U su ally . ,

how ev er t h e s ecuri ng of t h e orde rs is l e ft to t h e s l e s

,
a

de p artm e nt whil e t h e p erforming of t h e s ervic e is pl ac e d

int h e h ands of a s e p r at e d e p artm ent cre at e d fo r th at
a

purpose Th e s ervic e may t ak e t h e fo rm o f rep irs re

. a ,

pl ac em ent and pr omp t supply of e xtra p arts or it may ,

t ak e t h e form of couns el to t h e cus t om e r s to how b e st a

to u se t h e go ods all de p ending up o n t h e n atur e of t h e

,

busi ness I n m any lin e s t h e s ervic e d ep artm e nt o pens

.

its rel ations with t h e custome r by ackno wl edg ing t h e

ord er Se rvic e is in m ny c ase s one of t h e s al esm ans
. a
’

strong e s t t lki ng p o i nts T h e automobil e buy er for ex

a .
,

ampl e will a lways l o ok i n

,
t o t h e s e rvic e b e hind t h e car .

M ost m ak ers o f office applianc e s lay p articul ar stress

o nt h e n ature o f t h e s e rvic e t h at g o e s wi t h th e ir m achin es .

T h e m ak e rs o f t h e Ing e rsoll d oll a r w atch are g o ing a

step farth e r and a e org anizing a s e rvice w hich h as for
r

its s ole o bj e ct t h e b ettering o f its cust ome rs merch and is ’

ing m ethods This improvem e nt is no t c o nfi ned t th e ir

. o

me rch andisi ng of I ng ers oll w atch e s I t is expected th at

.

t h e g en e r al impr o v em en t w ill h av a favo rabl e e ff e ct o n

e

t h e numb er o f w atch es s o ld T h e A B Kirschb au m

. . .

C omp any is doing v e ry much t h e s am e thi n g in t h e cloth

in g lin e .

I t is imp er ative th at t he m emb e rs of t h e s ervice de

part me n t h ave t h e s e lling p o i n t o f vi ew A s e rvic e th at.

falls sh o rt o f t h e custom r s expect tio ns is much wo rse

e
’
a

th an no servic e at al l T h e s al es m an ager should see

.

t o it th at a spirit of r e al h elpful n e ss a nd since ri t y pe r

vad e s t h e s e rvic e d e p artm e n t T h ervice may be m ad e
. e s
3 90 SA E S L M AN AGE ME N T
up o f m any lit tl e t hi ngs t h at d d t o t h e com f ort pl eas a ,

u r e c o nv en
, i ence pr o fit or s afet y o f t h e customer but d o
, ,

not c o st t h e h ouse much mon ey or eff ort Thos e in .

ch arg e of t h e s ervice sh ould b e m ad e to see th at it is t h e

littl e thi ngs th at creat e a feeli ng o f fri endliness in t h e
custom er and m ake him a b oo s t er for t h e hous e This .

is anag e o f s ervic e and a h ous with a spiri t o f r eal s erv e

ice t o its cus t om ers is built on a found ation th at insur es

i ncr eas ed s l es a .

1 6 9 F inan ces — A grea t m any h o us e s s ell t h eir w ar e s

.

o n a de f err ed p eriodic al p aym ent b asis nd lm o st all , a a

e xt end cr e dit t o t h e ir cust om rs on m o r e or l ess lib er al e

t e rms I n all e xc ept a stric t ly c ash busi ness it is im

.
,

at ive th at t h e fin n ci a l m an ag em e nt look ah ead an d

p e r a

pr ovid e for t h e financi ng of ev ery ord er produc ed by t h e

s les d ep artm ent Th at is r aw m at eri ls mus t be p aid
a .
,
a

f r inmost c a s e s b e for e t h e fi nish e d pr oduct is s old or

o , ,

int r ading c omp ani s t h e pr oduct s o ld must b e p a id f o

e r

b fo r p aym ent from its cust om ers are d u e Wh ere t h e

e e .

vo lum e of business produc ed by t h s al s d ep art m nt is e e e

f a irly s t a ti onary an d c o ll e cti ns are o rdi narily g oo d o ,

t he s e e xp en diture s w ill b t ak en c re o f by coll ecti ons

e a .

With a r apidly incr easi ng v o lum e o f s al es ont h e oth er ,

h nd n ev er i ncrea si ng w orki ng c apit al must be pro

a , a

vid ed if ord e rs ar e t o b e fill ed pr omp t ly an d t h busi n e ss e

k pt insou nd condit i on This m eans t h at th ere sh ould

e .

b cl s e h armony and c oo p e r ti on an
e o d a th or ough u m a

d e st and in
r
g be tw een t h e s ale s m anag e r and t h e fi n a nci a l

man .

1 7O o . H ow co p era t io d ev l opment —
nis secu red T h e e

o f t his co o p e r t i on b et w e en se lli n
a g and oth e r d ep art
ments o f a busi ness c nnot b e l ft t o ch ance Unl ss an
a e . e

o rganiz ti on is c omp o s e d o f e xc e ptional i ndividu ls it

a a ,

s eems t o b e n atur al f r m any o f t h e emplo yés to w ork

o
 T HE SA E S L MAN AG E R 3 91

at cro ss purp os s E ach d ep art ment nat ur all y is con

e .

c erned chi efly wi t h its o w n i nt e re s t s I t s m emb ers are .

prone t o m agnify t h e imp o rt anc e o f th eir d ep artment

an d u nd er e s t im at e t h e imp o rt anc e of oth e r d e p a rtm ents .

I n t er d ep artm ent al j ealousy and l ack of co op erat i o n

-

a e un
r f ortu nat ely ch aracte ristic o f m any est b lishm ents a

e v enw h e n t h e ir org an iz ations are highly d evelop ed and

th ey h av e at t ai ne d a l arge me sure o f succ ss a e .

Th e pr obl em th e n is l arg ely on e o f hum ann atur e an d ,

wh er ev er t his f cto r is me t t h e s olu t i onc anno t be fou nd

a ,

by a r s o rt t o ny m er ely me ch anic al m t hods T h e

e a e .

f u ncti o n of sys t e m in busi n e ss is to s e cur e t h e gr eat es t

r e sults with t h e l east e xp enditur e of t im e nd e n ergy a .

But no syst m h o w ev e r we ll pl ann ed it may be o r h o w

e ,

e v er c ar e fully i nst all ed canb e e ff ective inaccomplish ,

in g its purp o s e u nl ss those w h o a e a ff e c t e d by it a e in

e r r

symp at hy wi t h it and a e willing t o coo p e rat e w i t h al l r

f ll o w w o rke rs co nc e r n d with it s o p e r at i o n T h e h u
e e .

man fa ct o r must al w ays b e c o nsid e red ; a nd no me

ch n ical m eans will ev e r be d evis d t h a t w ill t ak e t h e
a e

pl ac e of t act in t he equipm ent o f t h e succ e ssful s al e s

m a nage r Th er e a e t m a ny s al es m a n ge rs w h
. r oo a o

t h ugh t actful in h a n
o dli ng th ir me na nd ind ali ng with e e

o th e r e x e cutiv s f t nthr w dipl m cy t t h w i nds in

e , o e o o a o e

th eir d ealings with oth e r de p rtm nt h eads and insid e a e

e mpl o yés a n d who all w a s pirit f ant ag o nis mto w a rd

, o o

o th r d e p artm e nts to exist inth o e und e r t h em \

e V h at s .

e v e r o th r m th ds may b
e e mpl yed t o se cure d p art
o e e o e

m ent al c oo pe rati nth ey mu t l w ays be m ad e e ff ective

o s a

by t h e ex e rci o f t act nt h p rt o f t h e s al es m anage r

se o e a .

I nadditi nt s e i ng t t ho o t ablishm e nt f sv t em
e o e es o s s

th at will ke ep him cl s ely int uch w ith t h e pr gre s f

o o o s o

o rd e rs thr ugh t h ffi c and w ith ny d el ay s co m

o e o e a .

pl aints or dis agre m nts th at may ccur t h e s ale s man

, e e o ,
3 92 SA E S L M AN AGE M E N T
a ger sh ould m ake it a poi nt t o t ie ot h er d ep artm nt e

h eads and t h e g eneral body of employés so clo sely t o

h im th at th ey will acc o rd him th eir h earty c o op er ti on a

j ust as do t h e menint h e fi eld .

1 7 1 T h e co mmit t ee syst em — C los e fri en d ly con

. t ac t
with t h e o t h r menint h busi n ss is e ss ent i al to t h e se
e e e

curing of t h e b est coop erat io n One form of this is fre .

qu en t i nform al confer enc e s bet weent h e s al es m anager

,

an d o th e r d ep rtm ent h e ads a Anot h er is t h e form al

.

commi t t ee syst em by which each d ep artment is govern d e

by a committ ee of which t h e active h ead is ch irm an a ,

th ese committ ee s r eport ing to a m anagi ng or ex ecut iv e

committ ee of t h e fficers I n this c as e it is imper ativ e
o .
,

th at t h e s l es d ep artm ent b e r e pr e s ent ed one v e ry com

a

mit t ee by t h e s ale s m an g er hims elf on t h e m or e imp or

, a

tant c ommi t t ee s and by one of his pri ncip al assis t ant s

,

on t hos e f l ess e r import anc e

o Whil e it is not u ncom
.

mont o all ow ou t side r epr e s ent ati onont h e s al e s c ommit

t ee e pr e s n t tion o f ot h r c ommi t t ee s is s e cur e d an d
,
r e a e

t h e s al es d ep ar t m ent is giv e n a comm an di ng p ositi onby

m aki ng t h e s al es c mmi t t c mpris e t h s l es m anager
o ee o e a

an d all o th er s al e s d ep a rtm ent m emb ers o f o t h e r com

mit t ees .

The v arious advant ages and d is adv ant age s o f t h e

Co mmitte e syst e m o f m an ag em en t n eed not b e discuss ed
h ere Wh t h r or not t h e c ommit te e syst m is inv ogu e
. e e e ,

an in clusiv e committ ee of t h e pri ncip al employés de ,

p ar t m e nt h e ds an d o fafice rs h as b ee n fou n d ane ff e c t iv e

m eth o d o f s ecuri ng cl os e coop er ati o n wit h t h e s ale s d e

p a rt m e nt T h e m
. e e ti ngs o f this c omm it t e e may be ir

re gul a r an d t h eir chi e f obj e ct w ill b e t o i nstil in t h e

m emb ers t h e id ea th at i ndividu al succe ss canb e achi v d e e

on ly by coop erativ e efforts toward t h e success of t h e

busi ne ss as wh ol e .

T h e s al e s m anag e r w h o d s not succe ed ins e curi ngoe

 THE L
SA E S M AN AG ER 3 93

this c oop e r ati on fr om all ot he r d ep artment s will b e

fight i ng for busi ness g ai nst h avy odds and will g et but
a e

a fr a cti o n of t h e busi ne ss t o which t h e ability of his s el l

ing forc e e ntitl es him . While s al e sm anship counts for

much and aneffici ent selling organiz t ion is ess e nti al t o
, a

t h e succ ess of t h e busi n e ss s al e sm anship without this co

,

op erationinb ack of it c annot wi t hs t and s al esm anship as

good or n early as good b acked by prompt shipm ents ,

high qu ality and a s atisfactory s e rvice t o t h e custom r e .

T h e s al e s m an a ge r who d oes s ecur e this co op er atio n

will be showi ng l oy alty to his menin t h e high est s e ns e
o f t h e word . H e wi l l find th at it doe s much to w ard
h elpi ng him k eep a p erm anent fo rc e of high cl ass men;
-

t ow ard k ee pi n g thos e menw o rki ng at t h t o p not ch o f

e

e ffici ency ; an d tow a rd s e curi ng ane v e r i ncreasin g nu m

-

b er of s atisfi e d cust o m e rs for t h e h us e

o .
 CH APTE R I I
B UILDING A N O RG A NI ZATI ON— SELECTING M EN

1 72 . P lanning t he B ef r any
sel ling ca mp aig n— o e

s t ps canbe t ke n t w rd t h building f a s elli ng o

e a o a e o r

g a n i at zio n t h e pl a n f,t h e s e lli ng c a mp

o ign must h av e a

previ usly b e nm app ed ou t and t h e trad e ch nn els se

o e a

l ect ed ina ccord ance wi t h t h e pri ncipl e s l id d ow nin t h e a

s ecti on o f this t ext tr eating of M arket ing M ethods .

N o t u ntil this h as b een d ne can it b e d ecid e d wh at o ,

typ e o f s ale sm en will be n eed ed C alli ng up o n sm all .

t own d eale rs and t aki ng ord ers for cas e l ot s w ill r equire
on e typ e o f s al e sm an n d t h e s ell i ng o f t h e s am e g oo ds
a

inc arl ad l ot s to j obb ers anothe r T h e manw h o c ould

o , .

pl ace exclusiv e d eal r ag enci s for a sp eci al t y w ould be

e e

o f lit t l u se in a c amp ig n r e quiri n

e g s al sm en t o g o
a e

dire ct t o t h e c on sum er with t h e s am e sp eci alt y A man .

w h o is at h o m e int h e mi n ing c amps o f t h e W est w uld o

be ou t f pl ace in a mi ni ng c omp ny s e x e cutiv e offi c e s

’
o a

in t h e E a st a l t h ough h is missi on in e i t h e r c a s e migh t

,

b e t o se cur e a c ont r act f or bl as t i ng powd e r This dis .

ti nction w orks b ot h w ys Th at a mancan s ell c arl oad a .

l ot s to j obb ers d o es not i ndic at e t h at h e w ould be suc

,

cessfu l in s elli n g c ase l ots t o d eal ers T h e succ e ssful .

sp eci alt y s al esm nmigh t be a failur e at pl aci ng exclusive

a

a g en ci e s T h e ch ance s a th t t h e s l e sm n who w s
. re a a a a

lik d in t h e mining c omp any s ex e cut iv e ffice s w uld

e
’
o o

n t g et a sp ark o f i nt er e st f r om t h e mi n s u p eri nt end

o e

e nt . T h gene r al pri ncipl t o b e obs erv e d is th at t h

e e e

3 94
 SE L E C T ING ME N 3 95

s al esm an sh ou ld fi t his t errit o ry a nd f eel at h m e with o

t h e cl a ss of prosp ec t s up n wh o m h e is g o i n o g t o c all H e .

should be of at l east e qu al c alibr e with his pro sp ects ,

must know som ething of th eir w ays and ch aract eristics

an d should enj oy c alli ng uponth em .

1 73 T est in o u t sel lin m e t h o d — I n t h c a s e of a

.
g g s e .

new proposition t h e most imp o rt ant thi ng ind ev el o pi ng

,

t h e s al e s org an iz ation is to s ecur a few men w h o can e

t e st out t h e d etails of t h e s elling pl an previously d et er

mi ned upon m ake such ch ange s init as may b e neces
,

s ary sugge st prop e r e quipm ent w ork ou t an e ff ective

, ,

s elli ng t alk and d evis e t h e d et ails o f p e rsonal s elli ng

m ethods ; and who can ab ove all set a p ac e and show
, ,

wh at canbe don e in t h e w ay o f s al e s .

This will be tru e in st apl e li ne s as w ell be c aus e ev e n ,

h ere fie ld m ethods must be w ork ed ou t if t h e ne w propo

sit ion is to comp e t e succ e ssfully with old e r lin e s F or .

e x a mpl e a h a rdw ar e c o n
, c er n putti ng ou t a n ewly in ,

v ented and ingenious k nife sh arpe ne r me t with but lit ,

t le succ e ss in t h e w ay of s al e s by m e rely turning t h e

propositi on ov er to t h e ir r e gul ar s al esm e n a n o th e r s a

ite m in t h e lin e One of t h e b est menw as put o nt h e

.

prop osi t i o n t m ak e a study o f it and w rk ou t succe ss

o o

ful s elling m ethods H e fo und t h t in t h e few cas e s

. a

wh ere s al es h ad b eenm ad e t h e kni fe sh arpe n er h ad not

m ov ed from t h e d eal e r s c ou nte r H e w o rk e d o u t a
’
.

m ethod of t aki ng t h e knive s f t h e d e l e r and his cl e rks o a

an d sh arp e ni ng th e m with a fe w d e f t m v e s VV h nh e o . e

h ad arous d th e ir i nt r e st h
e nco ur aged them t try
e , e e o

it on his k nif H e th e n se cure d a go od n atured bu t

e .
-

sinc er e promis e fro m t h e d l r and his cl erks t o m ake ea e

at l e a st tw enty four d m n tr ti ns t o e ch d o
-
e o s n f t he
a o a z e o

sh arp eners H is se cond vi it t t h e d al rs a week l at r

. s o e e e

rev al ed t h fact th at t h e sh arpen e rs m ved rapidly u n

e e o
3 96 L
SA E S MAN AGE ME N T
d er t h e new m ethod and t h at t h e d eal ers as a cou s e ,

q u e n ce ,w e e r ea dy t r e d r This m t h o d p ss ed
r o or e . e , a

on t o t h e th er s al e sm e n o f t h e conc ern r esult e d in

o ,

e v e ry on e o f th e m b e ing abl e to m ak e l arg e s al e s o f

t h e sh arp en er A gr eat m any s al e s Opp ortuniti e s are

.

miss e d bec aus e sp eci al s elli ng me th ods of this s ort are

not w ork ed ou t .

1 7 4 P cemaker an
. a d n ew men— A man of t h e typ e .

d escrib ed canbe v e ry h elpful in studyi ng t h e product ,

h elpi ng d evis e s al es lit er at ure and prep ari ng t h e m at e

,

ri al wi t h which t o t rai noth er m en H is e xp eriment i ng .

is so impo rt ant th at t h e s l es m nager d evel opi ng s le s

a a a

f or a new comm odity canw ell a ff o rd t o sp end s om e tim e

wi t h h im int h e field I n th at w ay only will t h e s ale s
.

m anag er be abl e t o st r ength en t h e w eak p i nt s in his o

pl anne d camp aign I t is b ette r and m ore cons erv ative

.

to give t his s al sm an t ime t o g et into t h e producing

e

cl ass b e fo r e tryi ng t o put onot h er men .

The n e w men n g ag e d will b e at first o f t h e s am e

e

m at ure and abl typ e as t h e p ac em ak er And in s om e

e .

c as e s t his t esti ng ou t for t h e b est s elli ng m et h ods ex

t ends ov er a l ong pe ri od of tim e As t h e articl e b com e s . e

e st ablish ed how e v e r t h e s elli n

, g m et h ods b ec om e m ore
,

or l e ss fix e d an d t h e m et h o ds of tr a i ni ng new m en b e

come th rough and w ell e st ablish ed Wh en this point

o .

is reach ed t h e typ e o f t h e menr equir ed t o s ell t h e prop

,

o sit ion gr du ally ch an

a ges Th ey can b e l e ss m ature
. .

Th ey do not o rdi narily need t o be so w ell c omp ens ted a

at t h e st a rt M en wi t h no pr evi ous s elli ng exp ri ence

. e

canb e tr a i n e d an d de v el o p e d Ev entu ally t h e t yp e o f

.

m end e sir d is d fini t ely d et ermi ne d and t h e m eth ods o f

e e

th eir s l ect ionalso b ec m e m or e or l ess w ell d efined

e o .

1 75 S o u rces from w h ich s les en

.
m r e secu r
a e —
d ad a

ver t isemen ts — T h e first m eth o d t h at one t hinks of f or

 SE L E C T ING ME N 397

gett i ng i nto touch wit h r ecruits f r t h e s al s f o rc e is o e

a dvert ising I t is possibl t o g et s om e v e ry go o d m at e

. e

ri al this w ay Sale s m ana gers are divid ed as t wh et h r

. o e

it p ays to u se t h e cl assifi ed c ol um ns of t h e n ew sp ap e rs .

S om e hold th at applicants fr o m t his s ource a e usu ally r

un fi t t ed f or t h e work Som e v e ry good r e sults h av e

.

b eenobt in e d from high cl ass p ape rs h o w ev e r and e s

a -

, ,

eciall y fr o m such sour c e s a s t h e Blu is “ ”

p e L t o f t h e

N ew Y o rk Ev eni ng M ail Tr ad e p p ers are oft en . a

u s e d b e c ause th ey s e cu r e a pplic n ts who a e t ra ine d in a r

t h e p ar t icul a r lin e for which s al e sm e n are d e sir ed A .

p articul arly wid e aw ak e nd ambi t i ous cl ass of mena e a r

s cured from cl assified adv ertisem ents in such m ediums

e

P rint ers I n k S yst em and Ad ver t isin and n

’
as , g S e l l i g .

T h e f a ct th at th ey r ea d such m edi u ms m arks th em a s

e sp eci ally goo d m at eri al .

C ar e should be t ak e n with t h e wording o f t h e ad ver

t iseme n t e sp e ci ally if it is ru n in a n e w sp ap e r
, I t is .

possibl e t o elimi nate und esir bl a pplic ant s by st at i ng a e

t h qu alific ati ons e xp e ct e d in t h e s l sm an by st at i ng

e a e ,

t h e mi nimum e xp e ct e d e a rnings f t h e man d e sire d o , or

by pl ayi ng up t h e digni t y o f t h co nn ectio n T h e Am er e .

ic n C an C omp any in re cru it ing its addi ng m achi ne

a

s ale s fo rce fou nd th at a cl assifi d adverti m ent stati ng e se ,

th t it w ante d s al e sm e n ona c mmissi nb a is brought

a o o s ,

a v ery p oo r cl a ss of applic n ts wh e r as a l at e r ad in a , e

t w o N e w York p ap e rs m e n t i ning th a t a sm a ll s al a ry
,
o

w uld be p id whil e l arning brought a l arg e r num be r

o a e ,

of i n quiri es o f a high er o rd e r .

T h e Buck S t v e nd R ang e C omp any s o m tim e ag

o a e o

r nt h e f o ll owi n
a g adv ertiseme nt in n ews pap e rs inv ri a

ous p arts f t h c u ntr y :

o e o

“
At t n y or nt d e t
s v l ing l m n I f n t
wa e as ra e s a es e . o

t i fi d w it h y
sa s e p f i n w hy n t
our n t r t he c m
ro ess o , o e e o
3 98 L
SA E S M AN AGE M EN T
l
me r cial fi e d ? W e d esir e t h e se rvic es of sev er a l edu
c a t ed meno f
g o od a pp ea r a n c e an d a dd r ess A s l en
p .

did o p p o rt u nit y f o r ener g et ic , a mb it iou s men .

Th e comp any expl ain ed this adv ertis ement by s aying

th at a great m any bright young att orneys found it dif
fi cu lt to g et al o ng in th e ir pr f essi onan d th at t h e com
o

p any if givenmenwith tr ai ned t hinking powers could

, ,

m ake high gr ad e s al esm en o f th em .

1 76 S ecu rin g sa l esm e n fro m t h e insid e o rg an iz a t ion

—T h e s el ection of s al es m at eri al from wi t hin anorgan
. .

iz at ion insur e s t h e r e cru it knowi ng a gr eat d eal about

t h e product h e is t o s ell : F or this r easonthis is a g o od
pl an in t h e s al e of intricate or t ech nic l c omm oditi es a .

One l arg e m ech anic al sp eci alty hous e f o llows this pl an

a lm o st entir ely T h e s al e s m an a g e r picks t h e like ly men
.

f rom v arious p arts of t h e org aniz ation c alls t h em i nto ,

his offic e t ells th em th at th ey are b eing train ed for t h e

,

se lli ng org aniz ati on and th en puts th em to work int h e

sh 0 p for a cour s e of tr aining .

Sal e s M an ag e r T aylor o f t h e Am eric an St eel an d

Wire C omp any m akes t h e st at em ent :
W e h ire ou r offi c e b oys w it h a view t o t h eir b ecoming sal es
mena nd t h end ev el op t h em int h e offi c e I np ick ing t h e b oy w e
.
,

e t t h o se o f b i st at u r e c o min f r o m oo d f mil ies and h a ving

g g , g g a

r a mma r sch o o l ed u c at ion B r o mo t in men f r o m

a
g .
y p g o u r

o ffi c e b o s t o sa l esmen st e
y , p a ft er st ep w e fi nd t h at t h ey st ay
,

w it h u s a n d fee l t h at t h e e x p er ienc e t h ey h av e inou r offi ce is a

r ea son f o r ma k in t h eir fu t u r e w it h u s ”
g .

T h e Sh e rwin Willi ams C omp any of C l ev el and also

re cruits its s elling forc e l argely fr om t h e insid e ranks .

T h e s al e s m an ag e r of t h e Winton M ot o r C ar C omp any

o f C l ev el and st at e s th at m any o f his b e st s al e sm e n w e re
 SE LE C T ING ME N 399

d ev elop ed fro m ch au ff urs and me ch anics w h o und e r e

stoo d bot h t h e car th ey w e re s elling and hum ann at ure .

1 77 F r o.m c o mp et ing o rg a niz a t io ns — U nl e ss t h e .

s al esm an com es t o t h e s al e s m anager of his ow n ini t i a

tive this is r ath er anuns atisfactory m eth o d of r ecrui t
,

ing t h e s ale s force both b e caus e its ethics may w ell be

qu e s t ion ed and be c aus e t h e s l esm an who show s d isloy
, a

alty to on e hous e by g o ing ov e r to a comp e titor m ay ,

sh o w disloy al t y to an oth er Th ere are exceptions to this .

,

h ow ev er and t h e prob abl e v alue of a man s ecu r ed by

,

this m ethod may be more or l ess accurately g auged .

1 78 F r o nonco mp t ing o rg aniz a io ns A goo d

.m e -
t — .

r ecru iti ng ground is t h e non comp et ing s elli ng org n -

a

iz at ionwhich for som e re a s o n or oth er is no t d o i ng su ffi

ci ent busi ness t o hold its good men F or e x ampl e w h en .
, ,

at t h e Op en i ng of t h e Europ ean W ar t h e stock ex ,

ch ange s w ere close d and t h e b ottom fell out o f t h e bond

m rket t h e Addr e ssograph C omp any of C hic ago g o t in
a ,

touch with a n umb er of men s el l i ng bonds on commis

si on and s ecured a numb er o f good men Th e bo nd
, .

s l esm en be i ng accustom e d to m eet men f promi nence

a , o ,

t ook r eadily t o s elling addresso graphs t o l arge use rs .

One o f t h e m o st succ e ssful s al e s m an a g e rs int h e e u

t omob ile busi n e ss r e cruit e d his s al e s f o rc e in t h e early

s t age s of t h e industry by s e nding inquiri e s r e g a rdi ng

sp eci lti es such as s a fe s typ e w rite rs o r addi ng m achin s
a , , e

an d h aving t h e s al e sm e n c al l up o n him I f int h e c our e .

, s

o f t h e pre s e nt ati o n h e sa w t h e ear m a rks o f a rea l s al e s

,

man h e w uld o ff e r t h e s al e sm an a co nne cti o n

, o .

M r J K F r as e r who h ad a g oo d d e al to do wi t h t h e
. . .
,

ea rly succ e ss of S l i u e d t o m k e it a point t o a k

a o o, s a
p s

f ri endly cu st m ers ab ut t h e me nw h c alle d upo nth em

o o o

fr m c omp e ti ng h u s o r h us es in th e r lin e s and

o o se , o o ,

qui t e o ft enh e pick d m nin t his w ay e e .

4 00 SA E S L M AN AGE M E N T
l arge eastern conc ern h as but recently d evis ed a
A
pl an th at promis es big r e sul ts Publicat i o ns such as t h e .

S t u rd ay E ven
a ing P o st T h e L adies H o me J ou rn al and ,

C u rren t Opin io npublish t h e n am e s and so m etim e s t h e

phot o graphs of th o s e y oung menw h o are most succ ss e

ful in s elli ng subscripti ons whil e w orki ng th eir w ay

thr ough coll ege Th e c oncern m enti on e d feels t h at
.

the s e are y ou ng menof goo d ch aracter and prov ens ll e

ing ability an d is writing t o th em o ff e ring a s elli ng con

nect ion .

1 79 T h ro ug h missio n
. ary w erk of t h e salesmen— I f

t he m emb ers of anorg aniz at isna re loy al and proud o f

th e ir connecti on , t h e y w ill ma in
t u al l y b e ont h e lookou t

f or re cruits anL an g t h e men t h ey m ee t on t h e ro ad sell .

n

ing oth er a rtime s am o n g c l e rks or o th e rs whom th ey

,

meet in t h e {c urse Of t he ir w ork and am ong t h ir ,

e

f i nds I n Many li ne s consid er abl e exp eri ence h as it"?

r e .
,

d icat e d this t i be t h e b e st m e thod o f g et ting n

) ew m m

be rs f t h e s elli ng forc e I t als o all ows of a gra du al

o .
'
,

u nforc ed and t h refore h ealthy growt h T o quot e Mr

'
e , . .

J K F r as er a g ain
. . m m
in

I t h in it l k '

s sa fe to say t h at inmost c ases t he b est n .

d )
re c ru l gh t h e missio na r y w o r k g
of t he se ll ing or
h
c
?

t io n .
xt men w e g et o me f r o m t h e r e c o mmen
g ms
"
i d hhd in most c a ses t h eir p er so na l iiiid s
r
’ ’
o f our l fi
sa e s are ,

c bg ihe hii t h ey a r e meet ing in se ll in g o ur l in

‘
fi f
at t r a t ed ccess e .

On t h e a ssu mp t ion t h at bir d s

‘
o f a f e a t h er fl o ck t og et h er ,
’

we fi nd it f y
l i it s whe n w e g et o ne st r o ng l
sa es ma n t o l koo up

h is f r iend s . I n mo st c a ses t h ey are o f t he sa me c l ib

a re a nd
ha v e t he q l ifi c t i n
sa me ua a o s, so t h at whe n t h ey are e mp oye dl
t h ey ma k q ll y g d l
e e ua oo sa es men .

N ation al Biscuit C omp any finds some of it s be st

The
menint h e gro cery stor es w h er e its product s are sold
 SE L E C T ING MEN 401

ov er t h e count er and th eir s al e sm en are inst ructed t o

,

k eep a w e ath e r eye op en for g oo d s elli ng timb e r T h e .

pl an enabl e s t h e c omp any t o g et men w h o will work

h ard t o m ake go d b ec ause th ey fee l t h at t h ey are step
o

ping upw ard M o st f t h em t oo are s at isfied to m ak e

. o , ,

th eir futur e w ith t h e org aniz tion o r at l east will st y a , ,

a

w ith it a good m an y ye ars .

S om e sp e ci alty h ous e s r equiri ng a p articu l a rly high

gr ad e of s al esm en offer t h e m emb ers o f th e ir force s
,

a b o nus f or s e curi n g a s al e sm nw h o m ak e s good

1 8 0 C o ll eg e men —S n
a .

.
f é c on c e rns fo r o n
o e r easo nor

a noth e r d e sir e coll e g e t r n th eir s al es fo rc e s Wi t h

1 o .

this end in view adv er t i , n t s are pl aced in coll e g e

‘ a

p ap ers such as a e pu blisne o at most 0 t h e l arge u ni

r

v e r sit ies an d r e a d b oth by t h e t ud ents a i alum ni C ol s .

l eg e s ecret ari es are writt nt nd ask ed put t h e firm e o a 0

touch with r ecent gradu at e s e speci Ily men who ,

.

ked h eir w ay thr ough c oll e g e

r ’ On e arg e firm re .

qu iri ng s al e sm en poss e ss e d O f a bro d g aug ed knowl a -

e dg e of busi n e ss k ee ps in clos e t uch w i t h t h e e mploy

,
o

ment bur eaus at t h e v ari ous u nive rsity sclrool s o f com

throughout t h e c ou ntry An oth e r c o nc e rn se .

MU “ t h e u niv e rsity y e ar b oks put o u t b t t h e stud ent

!
f o

bo“ and co nt a ini ng pictur e s a n

w
t
‘
s d b io g r ue s o f t h e r

m c m'
e rs o f t h e gr adu at i n
1 g cl asse s zt u re an d . s

t h e b i o gr aphi e s furnish a b asis f r ci t hos e to o St .

whom a s elling c onne cti nwill be ffe r d o o e .

1 8 1 N ecessit y f p r evio u s sellin N atu

'

. o g ex er
p ts .

rally men recruite d fr m t h e c ll ege s in t his w ay ca n

o o

h av e h ad littl r no p re vi us lling exp e ri ence exce pt

e o o se ,

p ssibly in t h e s al e f m all speci alti e duri ng v ac tions

o o s s a .

M ns l ect e d fr m insid e t h e rg a ni za tio n will h av e h ad

e e o o

n previous s lling exp rienc

o e T h e l a w ye rs s el ect ed
e e .

by t h e Buck S tov e a nd R ange C mp any will h av e h ad o

I II —20
4 02 SA E S L M AN AGE M E N T
no pr evious exp eri ence in s el li ng oth er th an pr actici ng
t h e art o f p ersu asionin c o urts o f l aw T o i nsis t up on .

pr evious s elli ng expe ri enc e w as form erly h ard and f s t a a

rul e in m any co nc erns and still is in som e A gre t . a

m any pr ogressiv e hous es ont h e oth er h and h ave com , , e

to lo ok upon l ack o f pr evi ous s elli ng exp eri enc e s an a

a dvant ag e r ath er th ana dr aw b ack T h ere are no f ls e . a

id ea s or mist ak enimpressi ons t be rout e d ou t b efor e t h e o

r e cruit canbe i ns t ill e d wi t h t h e id eas id eals and p olici s , e

of t h hous e H is m nd is v ir gi nsoil T h e mantr ai ne d

e . 1 .

t o s ell on e thi n g an d who h as n ev er sold any o th e r is

n t lik ly to j ump from one o rg aniz ati on t o anot h er
o e

a s is t h e manwhos e v ari e d e xp eri en ce giv e s him confi

d enc e inh is ability to s ell any commo dit v F in ally and .
,

m o st imp o rt ant t h e firm th at trai ns t h e manof no pre

,

v ous s elli ng e xp eri enc g ets h is first l oyal t y and ent h u

1 e

si sm
a I t is t h e exc eptionwh er e t h e s al e sm an cangiv
. e

l oyalty and enthusi asm th at is a s high and as ste adf ast

t o an y o th e r th anhis first proposi t i on .

1 8 2 M et h od s of select io n— I f t h e s al e s fo rc e is t o b e
.

k ept f a irly p erm an ent and t h e turn ov e r ne c ess ary t o -

k ep its ranks full is t o be l w and i f t h t a nng p

e o , e r 1 1 ro

c ss is not t o b e w st e d onpo or m at eri al gr eat c ar e must

e a ,

b t k nint h e s l e c t i n f new s l sm en Jus t as th e r e

e a e e o o a e .

a e th o s e who cl aim t h a t t h e s l e sm a n m ay d et ermin e

r a

wh at m anner of man his prosp ect is by obs erving t h e

c ontour and pr o fil e f his f c e nd t h e sh p e of his
o a a a

h ead there are som e w h o cl im t h at s al esm anship may

,
a

b e d ete ct e d by a sp e ci e s of ch r act e r an alysis A man

a .

who h as b een v ery succ e ssful in t h e s el ecti on f s al e sm en o

h as a th e ory th at long t ap ering fing ers with pl e nty o f

“
b ack acti on are i ndic ativ e of t act and diplom acy and
”
,

t h at a h e ad t hrust w ell forw ard d enot e s k ee n obs e rv a

ti on One o f t h e l rg est aut omobil e comp ani es in t h e
. a
 SE E L C T ING ME N 403

country is b asing t h e s el ection Of its s al esm en to som e

e xt en t onano bs erv ation o f t h e n erve cent ers of t h e h and .

A numbe r o f such th eo ri e s and syst ems for t h e s el ect ion

of menexist and are mor e or l ess sys t em atically fo llowed
by som e s al es m an agers in th eir s el ect i ons Pre sid e nt .

C ottingh am of t h e Sherwin Willi ms C omp any s ays on

-
a ,

t h e oth er h and th at no h ard an

, d f ast rul e s canbe l aid
down in hiri ng t h e succ essful s al esm an All one cando . ,

h e cont inu e s is to com e a s cl o se a s possibl e r elyi ng on

,

c ommo nh o rs e s ens e to st eer him straight And a l arge

-
.

m aj ority o f t h e abl est s al e s m an agers a gr ee with him .

This does not m ean th at t h e applic ant c annot be

m easur e d with great c are ag ainst t h e e sse nti al qu alifi ca
tions for a s al e sm an l aid down int h e s ecti o n o f thi s t e xt
on S elling n , or do e s it m ea n th at th ere a re not ce rt a in

d efinite m ethods of s ecu ri ng i nform ation on which a

sound j udgme nt may b e b as ed .

1 8 3 H ow d o es h e se l h is ow
. l n s ervic s?
e — T h e re is
prob ably no b ett er w ay of findi ng out wh at abi lity a
manm ay h av e a s a s al e sm an t h a n to obs e rv e h im closely
in his efforts to s ell his s ervice s Wh at s o rt o f a prese n
.

t at iond o e s h e m ak e ? Are his f act s w el l m arsh all ed and

his s elling points w ell st at ed ? S ale s m an age rs are
adopti n g this more and more as o ne of th eir m o st im por
t ant m ethods in s el ecting men T h e s al e s m an age r will
.

m ak e a m ent al note of t h e applicant s fir st impre ssion ’

upon him H e will in t h e c ours e o f t he inte rview e n

.
, ,

d eavor t o discour a g e t h e a pplic ant s a spiration to j oi n

’

t h e org aniz ation Th e n h e wi ll bs e rv e close ly j ust

.
o

h ow t h e applic ant act s u nd er t his discouragement A .

m an a ger for a big life i ns ur ance comp any t e t s a m an s s

’

d ete rmin ation and s elf co nfi d ence by pic t urin g to h im

-

t h e d a rk e st sid e o f s elling life ins u r an ce H e tells th e

.
4 04 SA E S L M AN AGE M E N T
he will m eet and t h e discourt esy h e must face I f t h . e

a pplic an t app ears di sc ouraged by t his recit al h e show s ,

his u nfi t ness for life insurance work .

Ano the r s al e s m n ag er w h o pl aces ambition high

a

am on g t h e ss enti al qu alific t i ons of t h e manw h o is t

e a o

j oi nhis f orc e us e s a c r efully chos en list of qu e st i ons

, a .

Th e most imp ort an t on e is t h at a ski n g t h e applic ant why

h e thinks h e can s ll t h e c mm odity in qu e sti on T h
e o . e

answ er d oe s much t o r ev e al t h e m ns at t i t ud e t ow ard

’
a

s al esm anship and l e ads into anungu ard ed discussi o n of

t h e applic ant s a mbiti o ns
’
.

1 8 4 P r elimin ary co rr es o n d en ce — I t is usu ally ad

.
p .

vis abl e to h ave som e pr elimi nary c orr e sp ond ence wi t h a

prosp ectiv e s al esm n I f t h e applic ant liv es at a dis
a .

t ance t h e form al applic ati on which t h e prosp e ctiv e

,

s al esm an is to fill ou t should f oll ow T h e c orr e spond .

,

e nc e an d t h e applic ationw ill s erv e to d et ermi ne wh et h er

t h e s al e s m an a g r is j ustifi ed in g o i ng t o t h e e xp ens e o f
e

i nvi t i ng t h e applic ant in t o t h offi c e for a p erson l in e a

t erv iew . Wh e n t h e applic ant is situ at ed wh ere h e can

r each t h e s al e s m anag er s Office with lit t l e or no exp ens e
’
,

t h e invit ati o n t o c ll may f o ll o w t h e first l et t e r

a Th en .

t h e form al pplic t ionw ill b e turn

a a e d o ve r to t h e appl i

c ant aft er t h e first i nt ervi ew with t h e r e quest th at h e

e ith er s en d it inor bri ng it in p ers on .

1 85 I n t erview in t h e l
a p ica t n — T h e first i nt ervi ew
.
g p .

sh ould be a f ri endly dis armi ng one and should b e i nter

,

sp e rs ed wit h such qu e sti ons s h av e b ee n indic at e d and

a

oth ers o f a simil ar n ture T h e applic ant sh oul d b e en

a .

cou r ag ed to giv e ana ccur at e accou n t of his business li fe

an d t h e s al e s m ana g er should t k e c ar e to obs erv e th at a

no l aps e s o f tim e re l eft un accou nt e d for T h e qu e s

a .

t i o n a s t o wh e t h e r or not t h e applic n t st ands r eady t o a

furn i sh a b ond is a goo d one irrespectiv e o f w h eth er or

,
 SE L E C T ING ME N 4 05

not abond is required T h e reas n t h at a mangive s fo

. o r

wishi ng t o m ake a ch ang e w ill fur nish ani nt e re sti ng sid e

light on his ch ar act er and show up any d ec e i t th at may
b e in him T h e t rut h ful ness o f his answ e rs can b e
.

g auged by the ir straightforw ardn ess T o quote M r . .

C otti ngh am ag ain :

I nse l c t ing
e l
sa es men I
nd eav o r t o fi nd o ut w h et h er t h e a p
e

p ant is d ea d in ea r n
l ic est in seek in a
g p o sit io nw it h u s I t ry .

t o fin d o u t if h e h as a c o nsu ming d esire t o ma k e a su cc ess o f

h imse l f in t h e w o r l d o r if h e is me re l y l o o k ing fo r a jo b I .

w an t t o kn o w if o u r b u sin ess a n d t h e p o sit io nh e seek s appeal t o ,

h im a s t h e r ig h t p l a c e t o w o r k o u t a b u sin ess c are e r

”
.

The pplic ant s r e s ourceful n e ss may be t e ste d by

a
’

pl acing b e fore him s om e situ at i onc omm o nly me t in t h e

field and aski ng h im h ow h e w ould h andl e it F o r e x .

ampl e t h e Addr e ssogr aph C omp an

,
y s el ects some d eal
e s in t h e tr ad e wi t h w hich t h e a pplic ant is f amilia r
r .

An im agin ary s lici t atio n is d e scrib ed c arryi ng t h e

o ,

applic an t up t o t h e poi nt wh ere t h e d eal er m ake s some

such st at em ent as : I c n fully a ppre ci at e t h e v alu e o f
“
a

your prop o siti o n but I h av b e n in t his busin ess now

, e e

for forty y ears an d a s you s e h v t h e b e st busin e ss in

,
e , a e

t own I h av e n ev e r adv e rt i d at ll ye t my comp etito r

. se a ,

d ownt h e street sp nds a gre t d e l fo r publicity o f all

e a a

ki nds and doe s ab ou t h alf as much busi nes So y u see s . o ,

I w ould no t co nsid er it and ev e n if I we re inclined ,

t w ard adv ertisi ng my cl rks and o t h e add ressi ng in

o ,
e c

th e ir sp are tim e T h e a pplic nt is t he na sked h o w h e

.
”
a

w uld h andl this situ ti n H i ans w e r though it is

o e a o . s ,

n t expe ct d th a t it will be a fini h ed o ne wi ll show h ow

o e s ,

r sourc eful h e is
e .

T h s l e s m anag r sh uld h av e t h e a pplic ant co m e

e a e o
406 L
SA E S M AN AG E ME N T
b ack to his offi ce s ev eral t ime s on one pret ext or an
othe r to discov e r wh eth e r o r n w ears w e ll This “ ”
ot h e .

is e sp eci ally import ant if t h e lin e is a st apl e one wh ere

custom ers are sold rep eat edly for h e re t h e p ersonality
,

with l asting qu alitie s— with t h e c ap aci t y for m ki ng and a

h o ldi ng fri ends— is o f vit al imp ortance I t goe s with .

ou t s aying th a t t h e sp e ci al t y s al e sm an too sh ould h av e , ,

qu aliti e s th at w ear w ell I t is a go od id ea to int r duce

. o

t h e applic a nt a round t h e Office an d p a ss him fr om

on e to anoth e r f o r sh o rt fri en dly ch ats so th at t h eir
impressions may be add ed t o thos e o f t h e s al es m ana
g er .

n — J ust as s oon as t h e form al appl i

R e ere
1 86 f e
c s
. .

c ati on h as b een turne d in t h e r eference s giv en by t h e

,

s al e sm an should be writt ento Th ere is a great diver.

sit y of o pi n ion as to t h e v alue of comm end atory l ett ers

from those to wh om t h e applic ant re fe rs t h e s al e s man
a ger I t is cont end e d th at th er e are but few p eopl e
.

who will give any but a favorabl e r efe rence in such a

c ase I t is tru e th at most r e ference s will not c on t ain a
.

b ald st atem ent of any bad qu aliti es th at t h e pplic ant a

m ay poss e ss Th ey will be for t h e most p a rt good bu t

.
,

th ere are di ff er e nt d e gr ee s of good T h e s al es m anager .

will h av e no troubl e indis t i nguishing betweent h e geni l a

l ett er which c ond emns by faint prais e and t h e sincer ly e

e n t husi a s t ic l e t t e r t h at indic at e s a good o pi ni on F u r .

t h ermor e t h e ch ar a ct e r o f t h e r e fe r ence s giv en will d o

,

som ething tow ard showing t h e applicant s st anding or ’

l ack of st andi ng in his c ommunity .

1 7
8 A l ica t io n b l anks — A form o f applic ation f or
pp . .

prosp ectiv e s al esm en which is in u se in t h e s al es dep art

m ent o f a highly succe ssful sp eci alty org aniz ation is h ere
give n and r ecomm end e d for u se wi t h such ch ange s as
t h in
e dividu al busin ess may m ke n e cess ary a .
 SE L E C T ING ME N 407

P ROS P E C T I VE SAL E S M AN S R E C OR D B LAN K ’

( O d in
r ily t h i bl nk h l d b cc mp ni d by l t t
ar s a s ou e a o a e a e er

se t t in g f t h m or f ll y y x p i nc im nd p n l
o re u our e er e e, a s a ers o a

c h c t i t ic )
a ra er s s .

N m inf l l
a e u

T mp y dd
e or a r
(h a l ng ) ress ow o

P m nnt dd
er a e a r ess

Ag e H ig h t W ig h t e e

M id arr e ing lor s N t i n l it y

e a o a

P nt cc p t i n
r ese o u a o

N m nd lin f b in f c nc ny
a e a e o it h
us e ss o o er ou a re w

Wh ere and inw h t yh v y b n mp l y d d ing y

a wa a e ou ee e o e ur ou r

l t fi p it i n ? as ve os o s

(G iv e t h e l a st p l c
a e o nt h e fi rst l ine a nd w or k b ck a w a rd )

Emp oye r l B usiness Ad d ress P osit io n Sa l ary

Giv e re aso ns for l ving ch

ea ea e l
mp oye r . An sw e r ea ch sepa ra t e ly nd
a fi
spec i ca lly

C a nyo u fu rnish a bo nd?

Ed u c a t io n
Wh at ha v e
y o u st u d ied s c l v ing c h l
in e ea s oo a nd h o w mu c h ? .

Wh at d o yo u re a d re g u a rl l y?
H o w d o yo u u se y o u r s pa re t ime ?
4 08 L
SA E S MAN AGE M E N T
B in x p i nc
us ess e er e e

Giv t h e f nc r ee r e er e es

H v y v h d
a e ou e er a i
a se r o u s lln
i ess ?

Wh t i t h t t f y
a s e s a e o ou r h ea t h l at
p r esent ?
A y re n cc i n l
ou a o as o a u ser o f a lc oh o l ic b v e e r a g es ?

W h t nd h m c h ?
a a ow u .

Ar e yo u a membe r of a ny cl b c i t y?
u o r so e c
Sp e ify
Av era g e ea r ning s p er w ee k f l t y or as ea

l a st t w o yea r s F l t fiv or as e
y ea r s

c
H o w mu h in o me mu st yo u c h v t m t y
a e o ee ou r ne c essa r y l iv ing
e xp nses ?
e

Wh at a mo u nning s w o u l d sa t isfy yo u ?
t of ear

D o yo u bel iev e insa v ing a ny su rp l u s ?

R ea sons f o r c h a ng ing o cc u p a t ion
W h y a r e yo u a sa l esma n o r w h y d o yo u d esir e t o be c o me a

sa l esma n?
Wh at c
d o you o nsid er yo u r st r ong est q l ifi c
ua at io ns in se ing ll ?

Wh at d o
you t h in yo u a ? k l ck
R easo ns fo r w ish ing to c o nne c t w it h t h is c nc n
o er

H ow soo n c ou l d yo u a c t iv l y t k
e a e u p ou r w o r k?
T e r rit o r
y p f
r e err e d

Y ou n m n d —
T ki ng i nt o consid er
1 88 .
g e p ef
r er re a a

t ion t h m aturi t y an
e d c alibre f t h e men t h at m y b e o a

r equire d t o s ell a c ert ain proposi t i on you ng mena e t ,

r o

b pr e fe rr ed a s r e cr ui t s
e You ng men h av e a l ong r . e

p eri o d o f s e rvice wi t h t h e firm in fr ont o f t h em Th ey .

h ave great er p o ssibilit i es f r improv em ent nd d ev el op o a

m ent th an old er m ore set men T h e m on y i nve s t e d

,
. e

t r a i ni ng a m n t w en t y s ev en y e ars old is much b et t r

a -
e

sp ent t h ant h e s am e amou nt would b e int r i ni ng fi f t y a a

ye r old man w h o could t urn in t h e s m e am ount o f

a -
a

busi ne ss per month F urt h ermor e t h ere is always a .

,

ch anc e th at an applic ant w h o h as not m ad e a g d oo

c nnect i o n b efore h e is thirt y

o t hi t y fi v e y ea rs o f or r -
 SE EL C T ING ME N 409

ag e , may h av e
s om e qu alifications th at go tow ard mak
ing him a disl oy al s al e sm ano r a dri ft e r T h e dri f t e r m y . a

b a go o d s al e sm an and may b e d o ing hims e lf good in

e

his drifti ng but no s al e s m an ge r w ants t t urn his

, a o

o rg a niz atio ni n t o a trai ni ng sch ool Oth er things be ing .

e qu al recruits should be pick ed w hos future s ar be

, e e

fo re th em and w h o are wi lli ng to c as t th e ir l ot s wi t h t h e

hous e .

This m atte r o f s el e ct ing menfo r t h e s e lling o rganiz a

ti o n is one t h at m y w ell t ke s om o f t h e s al e s man

a a e

a g e r s v alu abl e tim e an d b e st ene rgy Eve ry manw h

’
. o

com e s i nt o t h e o rgani ti on t ak es t h e t ra imng provid e d

za ,

an d st arts ou t f o h is t rritory r epre s nt s a ni n

r e , v e s t m nt e e

o f a c t u al doll a rs an d c ents Eve ry tim e a s l e sm an

. a

l eav e s t h e o rg aniz t ion t h e mon ey i nve s t ed goe s wi t h

a

him Th en t o it c o sts j ust as much t p ay t h e e x

. ,
o, o

p ens es of a m ediocre o r unsucce ssful s al e sm an as it d oe s

a succ e ssful on e an d t h e v e rh ead pro p rly ch arg e bl e
,
o e a

a g ainst h is h an dli ng fro m t h e ffi c e is o fte n l arge r o .

F urth erm o r e t e rri t ory n

,
d pro sp ec t s a re dis t i n
a ct s t as e s

t ano
y hous e F ew h o us e s ca n ff rd t
. h av e th e ir pr s
a o o o

p et s w o rk ed o v er and ve r r t h av e th ir ad ve rtisi ng
e o o o e

b cked up by any but t h e b est s al e sm en btain able

a o .
 CH APTER I I I
BUILDING AN O RG A NI ZATI ON—TRAINING SA ES L MEN
1 89 . T he need for t raining met h d s A a
— s l s man o e

a g e r f or a c pri h s
o t t on b
nt ou e w h o h ad een ridiculi ng
t h e id ea o f spe ndi ng t im e and m ney t o giv n ew s al e s o e

men a d efinit e t r ai ni ng c o urs e s t at e d wh e n qu esti one d ,

th at on an av er age one in t e n o f t h e men h e a dd e d

to his s elli ng o rg aniz ati onev entu ally m ad e goo d C on .

t r ast ed with this t h s al e s m anag er o f a high gr de

, e a

sp eci alty busine ss wh s e tr aini ng m et h o ds were u nd er

,
o

discussi on w as abl e t o p o i nt t o a cl ass o f tw ent y m n

, e

turn ed ou t six m o nt hs b efo re all t h e m emb ers o f w hich ,

w er e still with t h e conc ern and produci ng busi ness .

Th er e w as a tim e wh en a m anwith m r e or l ess natural o

s elli ng abili t y w as hire d giv en a s ampl e c as e and st ar t e d

,

f or h is t e rrit ory with a f ew p ar t i ng i nstruc t i ons This .

m e th o d is r ec ogniz e d t o d ay as b ei ng w s t ful b t h f a e ,
o o

s al esm anship m at eri al and t rri t ry T h s l esm n

, e o . e a a

as w e ll as t h e s al e s m an ag e r r e a liz e s t h a dv ant g s of e a e

f orm a l tr ai ni ng pr ep ar at o ry t o fi eld w o rk and wi t h ,

f e w e xc epti ons t h e bl s al esm anj o ining a new o rg ni

, a e a

z at ion will w elcom e t h e oppor t unity t o ente r t h e tr a i n

ing cl ass .

1 9 0 T h e maninch arg e of t r in in — T oo gr eat em

.
g a

ph asis cannot b l aid ont h e nec e ssi t y f h avi ng inch arge

e o

of t h e trai ni ng cl ass a man w h o will c mm and t h e r e o

sp ect and f ri ndship f it s m emb rs H e sh o uld b a

e O e . e

manw h o h as s ena ct iv e s e rvice ins elli ng t h e comp any s

e
’

pr oduct H e sh ould h ave a th o r ough k now l edge of

.

th at pro duct a th orough kn owl edge of t h e b es t s elli ng

,

m ethods as worke d ou t by t h e menin t h fi eld and a e ,

410
 T RAINING L
SA E S ME N 411

thorough knowl edg e of t h e f und ame ntal principl es of

s alesm anship Add ed to this broa d knowl edge sh ould
.
,

be a t e ach er s mind and t h e ab ility t o l ay o u t c ompre

’

h ensive and i nt e r e sti ng l ectur es I f t h e s al e s m anager

.

c an no t fi nd n assist ant who m easure s up t th e s e r e

a o

u ir emen t s t h e tr a i ni ng cl ass is o f su ffi ci e n t imp o rta nc e

q ,

for him to t ak e ch arge of it p erso nall y .

1 9 1 D ivisio n
. s of t rain ing
— The r e shoul d be two
m ain divisions o f t h e cours e o f trai ning : instructio n at
t h e h o m e oflice an d co a chi ng in fi eld work
, T h e hou se .

instruction may be furth er divid ed i nt o a study of th e

’
l '

fund am ent al pri nciple s o f s al esm anship and a s t udy of

t h e s e lling m eth o ds o f t h e p a rticu l a r pro duct in qu es
tion t h e h ous e polici es and any sp e ci al subj ect a
, ,

knowl edge o f which may h av e be e n fo u nd e ss e nti al

t o t h e s ell ing o f t h e pro duct T h e c o ach ing in t h e fi eld
.

may a lso h av e t w o subdivisio ns ; t h e m aking of pre s e nta

tions to actu al prosp ects by t he recruit a nd h av ing th em
criticiz e d by t h e coach er ; and w at ching t h e coach e r
m ak e pre s entati ons and close busin e ss .

L ittl e n ee d b e s aid h e r e o f t h e tr a ining in t h e prin

ciple s of s al e sm anship A c ourse o f inst ruct i ncanbe
. o

pl ann e d from t h e m at e ri al o nt h e subj ect co nt ai ned in

this t ext book T he m ethods f h andli ng t h e oth e r po r
. o

ti ons of t h e hous e trai ning a nd f h andling t h e field o

trai ning w e sh all l o k i nto insom e d e ta il

, o .

1 9 2 H o u se t rain
. in g p p
; r e a rin g r e cru it s for class

wo k r — T h e gene ral pr actic e is t co nve n e trai ning

o

cl ass e s at c ertain tim e s of t h e year T he pro spect o f a .

busy s eas n r t h e pl anni ng f an exte nsive camp ign

o o o a

will in s om e c as e s dict ate t h e time I t i bvio u lv bad . s o s

to c ompl e t t h e trai ni ng f t h e n w me nduri ng peri d

e o e a o

wh en busin ess is dull r sal e s a re di ffi cu lt Fo r e x

o .

ampl e , t he m o nth f J ul y is a lo w p ak mon t h in

o -
e
4 12 SA E S L M AN AGE ME N T
sp eci alt y s elli ng and pl acing new s alesm enin th eir t er
,

r it o ies a t this tim e might disc o ur ag e an

r d sp o il g o od
men A v a st expe ri enc e h as pr o v e d t h a t t h e b est r e
.

su l t s will b e o bt a i ne d by bri n gi ng t h e new meninto t h e

an nu al s al e s c onv ent i on and c onv eni ng t h e tra i ni ng
cl ass imm e diat ely a f t e r T h e enthusi asm and knowl .

edg egai ned t t h e c onv e ntion will thus suppl em ent th at

a

se cur e d int h e tr a i n i ng cl ass N ew m enh andl ed in this .

m nne r g et st art d much m ore quickly nd d o a l arg er

a e a

v olum e o f busi ness t h anmentrai ned at oth er p eriods o f

t h e y ea r .

U su ally t h e m en w h o a e t o b e t r ai ne d a e pick ed r r

o u t at l ea st a mo n th pri o r t o t h e d at e set for t h e co nv em

ing o f t h e cl ass F ro m t h at t im e f o rth t h e new m n
.
, e

sh ould g et l t t ers fr o m t h e h ous d aily j us t as d o t h e old

e e

men and sh ould r ec eiv e t h e h ous e o rganr eg ul arly I n

, .

a dditi on t h e i nstruct o r will s av e a gre at d eal of v alu bl e

, a

t im e by givi n g t h e stud ents duri ng this m on t h a p e r

limi nary cours e f i nstruc t i on E ach d y a pi ece o f t h e

o . a

h ous li t eratur e will be s ent accomp ani e d by a warm

e ,

f ri endly l ett e r po i nti ng ou t t h e s t r o ng s elli ng p o i nts it

cont ai ns I t is m ad e pl ai nth at quizz es neach of t h es e
. o

pi ec s f li t erature will b e h eld duri ng t h h ous e t r i ni ng

e o e a .

I f a st nd ard pre s ent at i onis t b e c ommit t e d t o m em ory

a o

v erb t im t his sh uld b s ent out

a , o e .

Th en t h e quipment w hich t h e s al esm an will carry

e

wi t h him i nt o t h e fi ld sh ould b e s ent pi ece by pi ec e I t s

e .

u se will lr ady h av e b e n e xpl a ine d in t h e s t and rd

a e e a

pr e s ent at i on One conce rn in o rd er t o giv e this pr

.
,
o

ced u r e an im agi n a tiv e pp eal s ends first t h e l eat h er

a ,

b ag in which t h e quipm ent is c arri ed nd th engr adu ally

e a

fills t h e b ag T h e l et t ers accomp anying t h e various

.

pi c s emph asiz t his filli ng t h e b ag id ea T h e pr

e e e
“ ”
. o

sp e ct ive s al esm a n sh ould h av e his compl et e e quipm e nt at

 T RAINING SA E S L M EN 4 13

least two w eeks b efo re comi ng into t h e cl ass so th at h e ,

may pr a ctic e his d eliv e ry o f t h st and ard pres enta ti o n e

with t h e equipm ent pro duci ng and h andli ng each pi e ce

,

at t h e p r Op er t ime an d in t h e pr o p e r m an n
. er .

I f t h e s al esm an is t o b r equire d t giv t his t lk v er e o e a

b atim b efo re g oi ng i nto th e fi eld it w ill be w ll t insur ‘

, e o e

his getti ng anearly st ar t o nit by m aking his ability t o

d eliv er it s atisfact orily ane ntra nc e ex m in at i o n t t h e a o

s l e s t r ai ni ng cl ass H e sh ould be requ e sted t o ca ll

a .

up ont h e i ns t ruct or se v eral d ays b e fore fo r t his e x am

inat ion I f this is not d on
. e t h e pr o sp e ct iv e s a l e sm an ,

will d el ay c o mmitti ng his t alk to m emory Th e n eith er .

on e o f t hre e thi n gs will h app e n; his e ntrance up o nfi eld

wo rk will be d el ayed h e will g o t o his te rrito ry o nly h al f
,

prep ar ed r t h e nerv e s o f b o t h stud ent and instruct o r

, o

will be wornt o a frazzl e by fo rc ed study .

Th e N ati o n al C ash R egist e r C mp any inste ad o f se o ,

l eeting u ntri d menf o th eir t ra imng cl ss s in vit nl y

e r a e , e o

th o s e to c m t D y t na t t h xp ns f t h C m p ny
o e o a o e e e e o e o a

t o att en d t h e s al s sch l w h h v m d e go d s ell ing

e oo , o a e a o

c ash regis t rs u nd er t h direc t i n f a di t ri ct m an ag e r

e e o o s

o r a s al e s a g e n t f o r a p ri o d f ix m nths W he re t his
e o s o .

m th o d is f oll o w ed a great d al f t hi prelimi nary

e , e o s

w rk will be u nn c ss a ry Thi ppli s ls w h re n w

o e e . s a e a o e e

m mb e rs f t h e s al e s f rc r cur d f r m w i t hin t h e
e or o e a e se e o

o rg na iz at i o n
—
.

1 93 Op en. ing t h e t ra ining ela s A f t e r t h e ma n w ho s .

is t o h av e ch arge o f t h e cl as h s giv na brie f t lk u t s a e a o

lini ng t h e ground t be c vere d th e re sh uld be a s peech

o o . o

o f w elc om e by t h e s al e m an ag e r a n d a t alk n pp r
s o o o

t un it y an d h ous e id e l by t h e bigg est c mpa na s v ox ee n o

t ive av ail abl e Thro ugh ut t h e tra i n

. i ng co u rse t h e me n
o .

in ch arg e f t h v ari us de p artme nt sh ul d addre t h e

o e o s o ss

cl ass T h er sh ould be a t alk b y t h e h ead o f t he se rvice

. e
4 14 SALE S MAN AGE M E N T
d ep artm ent promisi ng to coop er ate with t h e menin t h e
,

building o f s al es T h e credit m nshould discuss cr edit

. a

risks and p oint out w ays inwhich t h e s al e sm an canco

o p er at e with him T h e manin ch arg e of t h e adv e rtis
.

ing sh ould e xpl ain h ow t h e s al esm a n may t ak e t h e u t

most a dvantag o f t h e h ous e s publici t y I t will be
e
’
.

f ound advant age ous t o m ake arr angem ents for execu
tive offic ers nd d ep artm ent h eads t o h av e lu nch w i t h t h e
a

m emb ers of t h e cl ass At t h es e lu nch e ons i nfo rm al dis

.

e ussi on s arise fri endships ar e fo rm ed and t h e new men

,

g et o n a fri e ndly f oot i ng wi t h th o s e int h e org aniz atio n

wh ow ill h an dl e th eir busin ess T h e spirit o f loyal t y .

which is engend er e d int h e new menand t h e knowl edge

o f h ous e spi it an d hous e id eals th at h e g ai ns in t his
r

w ay ar e amo n g t h e most v alu abl e thi ngs th at h e can

c arry int t h e fi ld wi t h him
o e .

1 9 4 S p ecial in st ru ct io n in d ifi eren t lin es — Th e r e

‘

. .

will be s om e sp eci al subj ects r el at ed t t h e pro duct in o

which t h e new s al esm anw ill n e d i nstructi on T h e na e .

ture o f this i nstructionwill d ep end entirely ont h e na

t ur e of t h e product F or e x ampl e men s elli ng l oo s e
.
,

l eaf d evic es will b e instruct e d in a cc ou nti ng pri ncipl es

an d b e giv en a t l e ast a t alking k nowl e dg e o f l oos e le af -

a cc ounting syst ems T h e N at i o nal C ash R egist e r C om

.

p ny men ar e sh ow n how t o i nve stigate and an lyz e

a a

di ff e rent t yp e s o f busi ness with t h e id e a of i ntroduci ng

c sh r egis t er syst ems T h e trai ni ng system o f t h e
a .

Willys Ov erl nd C omp any provid e s f r t h e stud ent s

-
a o
’

sp ending h al f o f each d ay duri ng t h e m onth s tr i ni ng ’

a

int h e sh op or l bor atory studyi ng c onstructio n e ngi ne

a , ,

d et ails and t ensil e and torsi on al strengths f xl s and o a e

o t h r st ee l p arts
e T h necessity for know l edg e o f such
. e a

r l t d sub J e cts should not be ov erl ook ed in t h e tr aini ng

e a e

cours e .
 T RAINING SA E S L M EN 4 15

S t u dyin
1 95 g s e l lin m t h o d — U nd r t his h d
.
g e 8 e ea .

m eth o ds o f org anizi ng and working te rri t o ry sh ould be

discu ss ed T h e b est s al es pl an and s e lling t alks w o rke d
.

ou t by t h e s al e sm enint h e fi eld shoul d be t ught T h e a .

usu al obj ecti ons met sh ould b e brought up and t h e be s t

a ns w e rs t o th em giv en Th e pp e ls th at h v e pro ve n
. a a a

m o st succe ssful with sp eci al cl ass e s of prosp ects sho uld

be g one i nt I f th e s e m a t t e rs h ve b ee n put i n
o . to a a

s elling m anu al as will usu ally be t h e cas e this m anu al

, ,

may be us d as a te xt b o ok f or this po rti o no f t h e c o urse

e .

D uri ng t h e w eek e a ch m emb e r o f t h e cl ss w i ll b e r e a

quir e d t o m ak e a t l east two c mplet e pre se ntati o ns o f o

his pro p osition t o one o f t h e oth e r cl ass m embe rs Wh en .

e ch pr es ent atio n is finish e d t h e m a n w h o h as m ad e it

a ,

is given t he firs t opportu ni t y t criticize Th n t h o . e e

manin ch arg e o f t h e cl ss w h o h s m d e no t e s during

a , a a

t h e pre s en t at i on give s his criticisms Th e n the re fo l

, .

l w s anop endiscussi onont h pre s ent ati o n all m emb rs

o e , e

t a kin g p rt a .

1 9 6 A t alk fr o m t h e st ar salesm n— O n r t w o of
. a e o

t h e b est s al e sm n — men w h h v e b n r e s o nsible f r

e p o a ee o

t h e w o rki n g out of s m e f t h e s lling m t hod s nd w h

o o e e a o

are big produc e rs— should b e brough t int a ddre ss t h o e

men C are should b e t k e n th a t the s e h e me nw h w ill

. a o

be abl e t o imp art i nfo rm ati o nt t h e rs a nd w h are c p o o o a

abl o f givi n
e g stro ng e nthusi a tic talks t o t he ne w me n
,
s .

I f such me nas th ese r v ail able th e ir i nst ructi ns t

a e a , o o

t h e meno nh o w t o s ell will c a rry f r m r e w e ight th an a o

th os e o f t h e instruct o r r ev e no f t he s ales m an ager

o .

1 9 7 L en .
g t h o f co u r e n d s iz e o f cl
sa a— T iie l e ng t h ss .

o f t h e c ours e f hous e trai ni n

o g d i ff e rs w i d ely w ith di ff er
en t c omp ani s A w e k i p r b ably t h most u su al
e . e s o e

durati on f t h course Wh e nhighly t echnical k no w l

o e .

l d g e must be imp rt ed or wh en t h e re c ruit is picked

c a
416 L
SA E S M AN AGE M E N T
fr om inside t h e o rg niz ation and pu t through a cours e
a

of training which c arri e s h im in t o e v ery d ep artment of

t h e shop t h e p eri o d will b e much longe r
,
T h e g ener l . a

te nd ency is to sp end all t h e tim e th at may be nece ss ary

t o e quip t h e m en thoroughly b e for e t h ey g o to th e ir
t erri t ori es .

T h e cl ass m ay v ary in siz e c onsid er ably Exp eri ence .

h as prov en twe lv e t o be a go o d numb e r for a t r a i ni ng

cl a ss Wh ent h e cl ass get s l arger th an t his it b egi ns t
. o

g e t unwi e ldy A
. cl a ss o f this siz e ont h e o t h e r h and
, ,

is just as easily h andle d as o ne not so l arg e .

On t h e l ast d ay of t h e h ouse tr ai ni ng t h e s ales m ana ,

g e r s hould c a ll ea ch o f t h e cl ass m e mb ers i n t o h is o ffic e

f o an individu al c o nsult at i o n
r T h e cl ass is t h en f or
.

m ally clos ed by anaddr e ss by t h e s al e s m an ge r o ot h r a r e

e xe cutiv es of t h e c omp any F ollowi ng t his if feasibl e

.
, ,

it will a dd a fi ne t ouch t o c all a m eeti ng o f t h e ent ir e

i nsid e organiz ati on in h onor o f t h e new men D uri ng .

t h e m e et i n g each o f t h e n w menwill b e call e d up ont o

e

t alk ; an d t h e offic e org aniz ti on will wish the m god

a

sp ee d and assur e th em f h eart y co op erati on

o .

1 9 8 F ield t rain
. n
i g — I n org aniz at i ons h avi ng l o c al
m anage rs inv ari ous t erri t ori es t h e c mm on pr ctic e is , o a

to d ep nd up ont h em t o giv e t h e traini ng sch ool gradu

e

at e his fi ld co aching
e This m eth o d is usu ally sat i f c
. s a

to ry b ecause t h e l oc al branch m anagers ar g ner lly e e a

g oo d s l sm en go o d t each ers and menwho insist up on

a e ,

t h e rul e s o f t h e h ouse b e i n g obs erved .

1 99 E ssen
. i
t al q fi
u ali ca t io ns of t h e coach G r eat
—
car e should be t ak enins el cti ng a co ach for new mene .

H e should be a m anwho canb e d ep end d up ont se e o

cure a s at is fact ory volum e of busi ness H e will h av . e

t o b e abl e t o s cure t his busi n

e e ss w ith t h e new m n sit a

ti ng b ehind him duri ng t h e i ntervi ew A great m ny . a

 T RAINING SA E S L MEN 4 17

men w h o n t ake busi ne ss are u nable to d o it unde r

ca

th es e unusu al condi t i ons I t is also nec ess ary t h at his

.

busi ness be t ak en acco r d i ng to t h e m et hods t aught by

t h e hous e T h e m anw h o s ells a lm o st entir ely by r eas o n
.

o f a wond e rful p e rs o n a lity cand o t h e ne w manbut littl e

goo d as a c o ach T h e manw h o h as work ed out m ethods

.

o t h e r th a n thos e of t h e h ous e will only confus e t h e n ,ew

man I t is import ant th at t h e co ach b e a r e gul ar sys

.
,

t emat ic h ard w o rk e r ; oth e rwis e t h e o pportu n ity t o i neul

c ate h abits o f h ard work at t h e outset will be l o st H e .

should be a man who will pay s t rict at tention to t h e

rul es and polici es of t h e ho us e and insis t on t h e new
m an s doing t h e s am e
’
.

200 V ario us m et h o ds of co ach in — I h m any in

.
g
s t anc es t h e s al esm enw h o orig in all y w ork ed ou t t h e sell
,

ing m eth ods f or t h e pr o duct are us e d t tr a in t h e n ew o

m en Quit e oft en how ev e r th e s e me n may not be

.
, ,

sui t e d to this w o rk for one of t h e re aso ns enum e rated

a b ov e S ome hous es h ave menwho d o n o thing but co ach
. .

Wh e n th ey are not breaki ng in ne w me n th ey visit

a r ou n d among any of t h e old e r s al esme n w h o may be
runni ng a littl e low in volum e of s al e s Where su ch a .

mancanbe k ept busy this is a g d m ethod , A man oo .

w h o is suit e d t o t h e work ca nb e pick e d a n d canth e n be

given c onsid erabl e exp e ri e nc e in it T h e i nh e re nt dis .

adv ant g e o f t h e pl a n is th at
a int h e put t i ng out o f a ,

cl ass o f t eno r tw elv e menit w ill be im possibl e fo r ne o

o r e v en t w o o r three me n t o c o ach th em al l wi t h in a

reason bl e tim e a .

2 0 1 U sin .
g a l esma n in s t err it o ry a s co ac h — A
m ethod m re wid ely f ll w d is t o distribute t h e ne w
o o o e

m na round amo ng t h e b tte r s al e sm e niu t h e field T he

e e .

n w manst ays w ith t h e ld r s al esm an f r a w eek T h e

e o e o .

manin t h e t errito ry receives e x t r a com pen sation for g iv

III—27
418 SA E S L M AN AGE M E N T
ing this training F e x mpl e inhigh cl ass sp eci alty
. or a ,

lines t h e o ld er s al sm anis p aid fix e d sum inadditi n

, e a o

to his commissi on f a w eek s c oachi ng Whil e t his

or
’
.

m et h o d h as work e d s at isfac t orily it is lik ely t o h av e ,

s om dis a dv an t ag s T h s l esm an to wh om t h e new

e e . e a

m nis s ent m ay not w ork h ard r egul arly or syst emat i

a , ,

c lly and thus w ill not i nst il prop er h bits in t h e new

a ,
a

m n H e m ay b e c are l ess ab out c arryi ng ou t li t tl e in

a .

st ru ct ion s of t h e h u se H e m ay s ll np ers onali t y

o . e o or

by di ff er ent m eth o ds fr om t hose t augh t t h e new man .

H e may not b e abl e t o s ll with a t hird man pr es ent e ,

or may dislik e h avi ng to d o it F urt h rmor e t h e v er . e , a

a g e s l esm anis u n bl e t
a sit c almly by whil e a cub pr c
a o a

t ic es ona g oo d pr sp ect o .

20 2 G up
r o
. m e t h o d s f fi eld t
o r ain n
i g — U nd er t h e

right ki nd o f le ad e ship it is possibl e t o c oach t h e cl a ss

r ,

in b ody A t own o cl os ely knit t erri t o ry cont ai ni ng

a .
, r -

a su ffi ci e n t numb er o f pr ospe cts t o k ep a d oz enmen e

busy f or a w ee k is s el ect e d T h e ssis t nt s al e s m an

, . a a a

r o r po ssibly t h s al e s m an g r hims lf will t k e

e a e e a
g e

ch arge o f t h e b dy nd sh ould c ll at l east one ot h er

o a a

goo d s l esm anfro m t h e fi eld t o a ssist him in t h e coach

a

ing w ork .

Arr ang em ents sh ould be m ad e t o h av e t h e p arty r each

t h t rit ry S at urd y e v en
e er o i ng o Su nd y m orni ng t hu s
a r a ,

m ki ng t h e p oi nt w i t h e ch i ndividu al s al sm an th at
a a e

h e sh ul d al w ays pl n t r e ch a t o wn t a t im e t h a t
o a o a a

will all ow him t o d o t h nec e ss ary pr elimi n ry o rg aniz

e a a

ti onw ork wi t h out t h e l oss o f ny pro sp ect s eei ng t im e a -

.

T h e t e rrit ory is o rg niz e d j ust as t h e i ndividu l s al es

a a

man will b e e xp e ct e d t o o rg aniz e his t errito ry w h enh e

r e che s it N am es of pr osp ects are s ecur e d fr om t h

a . e

g ene ral directory t h t l ph one direct ory and t h er

, e e e o

s urces and put onpr o sp ec t c ards I n some lines t h e

o , .
 T RAINING L
SA E S ME N 4 19

coach will s ecu re a fi l e o f l oc al ne w sp ap ers for at l ea st

two w eeks b ack and instruct his ch arges to re ad se v e ral
of th em so as to g et into t h e enviro nm ent o f t h e to w nand
to give th em a knowl edge of its act iviti es and its p eopl e .

Som etim e s too a r eadi ng of t h e n e w sp ap e rs w ill r e sult

, ,

in d efinit e l eads or will giv e addition al i nfo rm ati o no n

,

th os e s ecu r e d from oth e r source s .

20 3 L ayin h l — A m of h to n
.
g ou t t e fi e d a p t e w

should be cut up accordi ng t o districts t h e prosp e cts ,

s ecured l aid out acco rdi ng t o t h ese districts and each ,

mana ssign e d a district A map o f his district is give n

.

to each manso th at no tim e wi ll be l o st in getting ac

q u a int e d with t h e g e ogr aphy o f t h e to w n an d n o long

distance s will h e travel e d b et w eenpro sp ects All o f t his .

preliminary org aniz atio nwork canbe finish ed by Sun

d ay aft ernoon and t h e p art y will be r eady t o g o ou t in
s ev eral di ffer ent groups to g et a knowl edge of t h e terri
tory by actu al obs erv ation .

T h e wh o l e p arty will thus be r eady t o sta r t work

without d el ay t h e first thing M ond ay m o rni ng T he .

a ssist ant s al e s m an ag e r an d t h e s al esm a n w h o is assist

ing him will each t ak e one of t he new me n for t h e
d ay E ach subse qu ent d ay th ey wi ll t ak e di ff e re nt
.

men T h en so far as is practic abl e t h e manw h o h as

.
, ,

sp ent a d ay with o ne should be giv e n t h e ad vant ag e of

a h alf d ay with t h e th e r T h e me nwho a re no t work
o .

ing with t h e assist ant s al e s m an ag e r or t h e oth e r coa ch .

will work with out a ssist ance .

20 4 T h e w eek s p rog ram —T h e m embe rs of t h e part y

’
.

should be instru cted t o m k e o u t th e ir d ail y re po rts at

a

t h e cl o s e o f each d ay j ust as soo n as th e y re turn to

h eadqu art ers Th en while th ey are still w arme d u p
. . ,

th ey should pl an th eir w o rk fo t he fo llo wi ng day A r .

h alf s eri ous ru l e th at n manbe allo w ed t o get to t h e

o
4 930 SA E S L M AN AGE M EN T
di nn er t abl e until h e h as p erform e d this work will be
found effectiv e T h e id ea h er e is t i nsis t from t h e s t art
. o

onbusi n ess lik e h abits th at m ak e for succ e ss

-
A st and .

a d f o r a d ay s w o rk m ay b e set t hus forming t h e h abit

’
r ,

of h ard consist ent work six d ays a w eek After dinn er

, .
,

a ni n fo rm al discussi onof t h e d ay s w o rk sh ould b e h eld ’

.

D uri ng t h e w eek each new m anwill h av e h a d anop

,

o t u nit t o see busi n e ss t ak e n by on e or t h e oth er o f

p r y
t h e co a ch es an d most of th em will th emse lv e s h av e
,

t akenbusi ness Th ey go to th e ir r esp ect ive t erritori es

.

a t t h e cl o se f t h e w eek th er ef or e s eas on e d men Pr ob

o , , .

ably t h e bigg e s t thi n g in t his m ethod of tr ai ni ng is t h e

spirit cr eat e d Und er t h e l ead ership of a manwho can
.

fr at erniz e with t h e me mb ers of t h e cl ass it will b e a ,

w eek not only o f h ard w ork but o f go o d fellowship and

h armony At p art i ng th ere will b e promis es to rem em
.

b er alw ays t h e w eek sp ent tog eth er T h e m emb ers o f .

t h e cl ass will pr omis e t o corr e sp ond with on e an oth er .

Sm all org aniz ati ons of t h e di ff er ent tr ai ning cl ass es may

b e form e d and t h e n ew o n e pitt e d ag ai nst t h e r ecord of
thos e which h ave g one b e fore A spirit of fri endly .

r iv alry b e tw eenm emb ers of t h e gr o ups m ay b e en g d

en
e r ed . Abov e all a gr ou p o f men will go f orth thor
,

oughly tr ain ed to busin ess like h abits and to h ous e -

ru l es .

I na gre at m any lin es this gr oup m eth o d of co achi ng

,

is not feasibl e b ecaus e o f t h e great ar ea ov er which pro s

p eets ar e spread I nt h e c ase o f a sp eci alty org aniz a
.

tion wh er e i ndividu al s al es ar e di fficu lt th ere is al w ays ,

t h e gr av e d an ger o f t h e co ach es failing to m ake s al e s

with t h e new menb ehind th em in which c as e t h e wh o l e ,

cl ass will b e affe cte d dis adv ant ag eously Wh en t h e .

new menare spr ea d around on t h e oth er h and t h e f ail , ,

u re of on e co ach would aff ect only a sin gl e man Th e .

 T RAINING SA E S L MEN 42 1

group m ethod h as t h e furth er advant age of b e ing con

sid erabl y ch ea p e r th a n indi vidu al c oa ching w h e r e fif t y

doll rs is t h e f ee for t h e w eek

a .

20 5 P rin . cip les of co achin g

— T h e new m a n is

co ach e d by b ei ng br ought right i nto t h e pro spect s plac e ’

of busin e ss and all ow ed to listent o t h e c oach m ake an

actu a l pr e s ent at ion T h e c oach a ft e r h avi ng gree t e d
.
,

t h e prosp e ct an d introduc e d h imse lf should introd uce ,

t h e b egin n er H e will h av e previously giv en t h e be

.

ginner instructions to ge t into t h e b ackground imm edi

at e ly aft e r t h e i ntroduction pr eferably somewhe re be
,

hind t h e prosp ect wh ere h e will not be seen duri ng t h e

int ervie w T h e coach th en pro ceeds just as th ough
.

t h e be gi n n er w ere not with him H e must b e com e ad ept .

at forg etti n g th at t h e third manis pre s ent .

I t is a fu nd am ent al principl e of co achi ng th at t h e

co ach should st ay with t h e new manu ntil h e h as pro
d u ced s atisf actory busine ss and m ad e s om e h eadway in
op ening t h e t errit ory F or this rea son it is n t w ell
.
, o

t o set a d e finit e limit on t h e tim e f o r c o achi n g a man .

T h e co ach s t a sk is not how ev e r m e r ely t o t ak e busi

’

, ,

n ess in front of t h e new man I t is j ust as important .

t o all ow t h e n ew man to m ak e p re s e n tations and en

d eavor to clos e busi ne ss Afte r each f th e s e p re s e nta
. o

ti ons t h e co ach sh ould criticiz e t h e be gi nn e r s meth od s

,
’

an d m ak e sugg esti ns for th e ir impr o ve m e nt

o T h e be .

gin ne r too if possibl e should h av e t akenbusin ess be fo re

, ,

t h e c o ach l eav es him .

U su ally t h e w o rk o f t h e c ach e ith e r m akes t h e o ne

o

who is coach ed enthusi astic and d e v elo ps h im into a pro

d u cer o r it disc our ag es h im n
,
d l ea v es h im a n
a o n ro
p
-

d ucer T h e c ach c ns equ e n

. o tly sh uld gu a rd ga inst
o o a

such p o ssibl e ill e ff ect a nd sh uld nd eavo r t o instil into

-
o e

t he n ew ma nh a bits f h rd w o rk a n d l oy alty as w ell

'

o a , as
4 22 L
SA E S M AN AGE ME N T
of thought and study esp ecially of t h e commodity th at
,

is b eing s old .

2 0 6 C ost versus resu l t s — T h e co st o f putti n

. g each
individu al s alesm an int o t h e fi eld und er t h e tr aining
th at h s b ee n d escrib ed is much high er th an und er t h e
a ,

fo rme r m ethod o f sending t h e s al esm an out t h e s am e

d ay h e w as eng ag e d T h e r esul t s w arr ant t h e outl ay
. ,

h o w ev er U nd er t h e old m ethods only a sm all fraction

.
,

m a d e good and sh ow e d a pr ofit for t h e hous e ; t h e care

fully s el e ct e d manwho f ails to b e com e a pro duc er und er
t he n ew m e thod is ane xce pti on T h e money sp ent on
.

e quippin g and st arting t h e nin e out of t en men who

f ailed und er t h e old m ethod w as a d ea d exp ens e T h e
, .

money sp ent training menas th ey are traine d to d ay is

an inv estm e nt — an d an in v estm ent which p ays large
divid ends .
 CH APTE R IV

T H E T RAIN I NG or RE TA I L S A LESMEN
20 7 . T he sal es ma nis t h e st o re — Wh enyo u
st0 p t o .

consid e r th at th e re are approxim at ely fif ty t h ous and

s l s p eopl e in t h e d ep artm ent s t o re s o f N ew Y o rk C ity
a e

a lo n e ,it is evident wh at possibiliti e s th ere are in t h e

trai ning of t h e y oung manor young wom an behind t h e
counter t o repr e s ent more e ffectiv ly and more truly t h e e

m erch ants th emse lv es Ad d to N ew Yo rk all t h e citi e s

.

of t h e nati o n and th enal l t h e r et ail sell ing o rganizations

o f wh at e v e r n atur e from t h e g e n e r a l st o r e at t h e c o un
,

t ry cr o ss r o ds to t h e ch ai n st o re rg a niz ati o n
a s such as o ,

t h e U nit e d C ig a r S t o re s C omp an y w ith their thous nd a

st ores at strat e gic p o i nt s ; th en add such groups of d e

p ar t m en t st r e s as tho s e ffili a t e d w i t
o h t h e C l
a a fl in in
t ere st s o r with M a rsh ll F i eld w h o l e s l e an a d re ta il ; , a

an d y u g et s m id
o o f t h hu n
e dr ds f thous ands
ea o e e o

en g a g e d in r et ail s elli ng in t h e U nit e d S t ates Th ey .

m ke o bre k t h e st o re ; ye t h w str ange th at t h e p p r

a r a o o o

it y to h lp th em m ak e t h e st re h a bee n so l ng
”
t un
“
e o s o

o v e rlo ok ed o r at b e st h andl e d insuch d e sulto ry fa shi o n

,

by t h e great m aj o ri t y of re taile rs .

T ru e th re h av e b e n n t d exce ptio ns p articul arly

, e e o e ,

during t h e l ast d ec ad e r t w o ; a nd t ru e ls o t ha t ino a

e v e ry such c a s e striking succe ss h s f l lo wed

,
On e f a o . o

t h e m o st e vid e nt e x ampl e s is th a t o f t he U n ited C ig a r

S t or e s C omp any Ev ryo ne k n ws h o w t h e ir bu si ne s
. e o s

h a s b ee nbuilt in d c d i nt a ne reachi ng pract ica llv

e a e o o

e v ry l arge city int h U ni t d S t a t s Tha t w h ich m re

e e e e . o

428
4 24 SA E S L M AN AGE M E N T
t hn a nythi ng els e a cc omplish e d this w a s th eir syst em
a

o f t ra i ni ng t h e ir s al e sm en Th at t h e s am e m et h o ds a r e
.

fund am ent al t o all r et a il s elling and j ust a s applic abl e

t o on e a s t o an ot h e r is e vid enc e d by t h e fact t h at t h e
Uni t ed C igar St o r e sys t em o f t rai ni ng r et ail s al e sm en
is now b e ing appli e d t o t h e one hu ndr e d st o r es o f t h e
Riker H e gem an D rug C omp any and is pr o ducing j ust
-

a s striking r esults .

20 8 T h e same p rin cip les of salesman sh i — Wh t a

.
p
ar e th s e m
e et hods S imply t h e applic at i onof t h e usu l
? a

p ed ag o gic al pri ncipl es to t h e ins t ruc t i on o f s al s p o e e

p l e with
, d u e all ow a nc e f or di ff e r en c e s in loc a l c on di
tions T h e m at eri al of i nstructi ons is id ent ic al inl rg
. a e

p rt wi t h th at us ed in t h e t r i ni ng f sp eci alty s al e s
a a o

m en; for t h e fund am ent al pri ncipl s o f s elling are iden e

tical wh eth e r t h e produc t be s f et y pi ns or stee l rails

, a ,

an d wh eth e r t h e s al e s p e rso nb e an e igh t d ll r a w k -

o a ee

girl j ust out of public school or aneigh t thous and dol -

l ar trav eling s al esm an .

Th e t a sk is wort hy o f t h e b e st thought and e ffort of

s om e man of br ad trai ni ng who h olds a p o si t i on of
o

st andi ng in t h e org aniz at i onand w h o t t h e s ame t im e a

h as actu al t each ing ability I nt h e U nit e d C ig a r St o r es

.

C omp any it is und e r t h e imm edi at e dir e ction of t h e

V ic e Pr esid ent in ch arg e o f s al e s ; in t h e d ep artm nt
-
1
e

st o re of Wm F ilene s Sons o f R os t on M r A L F il ne
.
’

, , . . . e

give s it his p ersonal att ention ; in W an am ake r s one f ’

o

t h e a ssist ant g ne r al m ana g e rs giv e s

e l arge p art of his a

t im e to t h e work T h e di fficu l t i es of t h e t ask are pr o

.

p o r t ion at e to t h e possibiliti e s in t h e work ; so it c ann o t

b e entrust ed to a novic e .

So m e a cc v lc
nt of t h is is gi enint h e e t ure int h e o d ernB u siness o u rse
ou M C
an v
d Se r ice o n R et a i St ore an l
age me nt by Mr H S M o ins w h o w as t h e . . . C ll ,

V P
ice resid e n
-
t in h a rge o f sa e sc l .
 T R AINING OF RE TAIL SA E S L ME N 4 25

20 9 . T h e d ep a r t ment o re as nex mp le — T h d e
st a a e

p ar t m e nt s t or will epr o b bly s rv a s t h e be st

e g e ne r al
e a

t yp e H er e t h e trai ning b e g ins immedi at ely aft e r t h

. e

det ails o f employm ent h av e b een arr anged At t h t . a

t im e t h e e duc at ion l r e cord c ard is m ad e ou t a n

a d wi t h ,

th at inh and t h e new cl erk r ep orts t o t h e educ t ional d e

, a

m n igur A is f rm us d l ene s in
’

p ar t e t F . e t h e o e a t F i
B o s t on and may b e consid ere d t ypic al .

2 1 0 E xp l ain in t h e s t o r e o li — A roup of ne w
.
g p cy g .

s ales p eopl e are c oll ec t e d inone o f t h e i ns t ruct i oncl a ss

r ooms by t h e p erson in ch arge o f t h e e ducatio nal w o rk
or by one of his a ssist ants and a ge ne ral l e cture on t h e,

hist o ry and policy of t h e st o r e f ollo w s H e re is t h e fi rst .

big opportu nity ; for t h e succ essful s al e sm a n must be

first o f all anenthusi ast ic b eli ev er int h e st o re of which
h e is a p r t nd int h e m e rch ndis h e ff rs f r s al
a a a e s o e o e, a

w ell a s in t h at h rd t o d e fi ne s om ethi ng which w call t h e

a - -
e

p olicy of t h e comp any O ne of t h e n t abl e recent d e

. o

p ar t men t st o r f ilure e s w s s id t
a bae l rg e ly d u e t
a o t h e a o

f act th at t h e selling fo rc e h ad lost f aith in th eir own

store and liter ally dro v trad e aw ay e .

At G imb el s N ew Yo rk st o r t h e sl o g an is C our
’
e ,

t e sy is t h e w atchword o f this sto re T h e M a rsh all

”
.

F i eld and C omp any Id ea st ate s c ncis ely t h e policy of o

th at st ore in t h e f ll owing w o rds o

T o d o t h e right t hi ng a t t h e right t im e inth e right

“
, ,

w ay; to do som e thi n gs b e tte r th anth ey w ere e ver do ne

b efore ; to elimin at e e rr rs ; to know both sid es of t h e
o

qu esti on ; to be co urteous ; to be an x am pl e ; t o w o rk e

f or t h l ov e of t h e worki ng ; t a nti cip t e req uirem e n

e o ts : a

t o d v el o p re s o urc e s ; t
e rec gni ze n im ped iments ; t
o o o o

m ste r circumstance s ; t s e t fro m reas on rat h e r th an

a o

from rul e ; t be s atisfied wi t h noth ing sho rt of perfec

o

ti on .
4 26 L
SA E S M AN AGE ME N T
T RAINING OF RE TAIL L
SA E S ME N 4 27
 28 SA E S L M AN AGE ME N T
A man s creed — At W an am ak er s t h e pol
’
sales
’
21 1 .

icy h s b een su mm riz e d

a a in wh at is k now n a s t h e
“
Wanam aker C r eed w hich r eads as follows : ,
”

A C REE D
fo r t h e

SA E S L ME N AND W OM E N
o f t he
W AN AMAKER S T ORE , NE W YORK
I B E LI E V E
in t h G l d n R l
e o e u e,
“
Do u nt o ot h er s as yo u w ou ld ha v e

t h em d o u nt o y ou .
”

I B ELI E VE
it h ld s ou
go v
n o u r c ond u c t b et w een bu siness
er a sso ci a t es

w ll
as e as a mo n
g f r iend s .

I B E LI E V E
t h at it s d a i y l a pp l ic
n a nd ob ser v anc e w o u l d ma k e
a t io a ll
o t h e r r u es l and r eg u l a t ions u nne c e ssa ry f or me .

B E C AU SE
I w ld b eg in t h e d ay by b eing p u n t u a
ou o u d w a st e c l W l .

no t ime — c l
b e h ee r f u a nd a e r t — s r u p u o u s y ea nin p er l c l l cl
sona n d mind — w i ing t o g i e a f u m ea su r e o f t ime, eff o rt
ll v ll
nd a t t ent iona s my pa r t
a of t h e d a y s p r o du t
’
c .

B E C AU SE
I ld d
w ou dv t i m n
r ea t nd m mb
ou r a h t I er d; se e s a re e er w a r ea

t h n t ll my c t m
e e nd b y t c t f l
us o gg t i n ym
e r s, a a u su es o , s

p t h t
a ic int
e t nd c c t v ic c t h i c nfid nc
er es a or re ser e se u r e e r o e e

in m c h nd i
ou r nd t
er a se a s ore .

B E C AU SE
I l d c n id
w ou ll ing my p im y p p
o s er se nd fi t r ar ur o se a rs

d ty n u d h l d ll t h
, a t k o c nd y a o er a s s a s se o ar .

B E CAU SE
I l d n t ll my t ck k t
w ou o a bt
ow c t f m my t s o w or o su ra ro a

t n ti nt
e c t m b t
o o ld b
us o d y nd e r s,ill ing t u w ou e r ea a w o

v t h p bl ic p mp t l y g d l
se r e e u f th d ti
ro , re ar ess o o er u es .
 T RAINING OF RE TAIL SA E S L MEN 4 29

B E C AU SE
I w ld kn w ou o my st o ck t h
k p it inp f c t o r ou g h ly a nd ee er e

or d nder , a c mp l t as
p ib l o W l d l
e e as y p t o ss e . ou a wa s re or

t ck h t g
s o s nd c n c i nt i
or a e l y t iv t
a oc s h t e ous s r e o se u re w a

w as k d f m int ining f ll
as e or, a
p c d t in
a a o ow u-
re o r o su re

my c t m us o g in t d i
er s
pp in ta m n t a s sa o e .

B E C AU SE
I w l d m mb t h imp t nc f t t nt i n t t h d
ou re e er e or a e o a e o o e e

t il
a f c mp l t ing nd
s o o c d ing
e l nd in a g in t
re o r a sa e , a su r e a a s

d i pp int m nt
sa o nd c mp l int by
e a c ing t h c c t o a se ur e o r re

n m c mp l t d d
a e, o nd h ipp ing in t c t i n nd n
e e a r e ss , a s s ru o s, a co

fi ming t h
r by p t ing t h m c
ese f ll y nd
re ea d ibl y— by e a re u a au

l g ibl w it ing nd fi g
e e r l y int h c c t pl c —by
a u res, a w a s e o rr e a e

s h nning bb v i t i n— by m k ing n
u a re a h p mi
o s nd a o ras ro ses , a

by f ing l l
r e er r q t f p c i l d l iv i t t h Fl
a re u es s or s e a e e r es o e oo r

M n g — by b ing f ll y inf m d c nc ning

a a er e u g n or e o er our w a o

d l iv y c h d l — by b ing v y c
e er s e u e f l ind i c t ing e er a re u re cu s

t m o l y c ing t h c c t inf m t i n h n in
er s, a wa s se ur e o r re or a o w e

d bt — by nn nc ing t h
ou a m nt ou f c h c iv d nd e a ou o as re e e a

c nt ing t h m nt f c h ng t n d in m nn t
ou e a ou o a e re u r e a a er o

g d
ua r
g in t a a b
s q nt d
e r ro rsi p t or su se ue s u es .

B E C AU SE
I w l d l k p n ll v i it
ou oo u g ot nd c t m
a s o rs as ues s a us o e rs ,

v ing t h m it h c h f l t t nt i n; l y m mb ing
se r e w ee r u a e o a wa s re e er

t h t t h y m y b h vy p c h
a e a in t h
e ea ct i n f t h ur a se rs o e r se o s o e

b in us l t h g h my p t ic l m ch nd i m y n t
ess , a ou ar u ar er a se a o

int e r est t h em at t h e t ime .

B E C AU SE
I ld w ou
g u a rd a g a i st n mis re p rese nt a t io n misl ead ing or

st a t e me nt s— w o u d b e t r u t h fu l l in my reco mme nd a t io ns .

nd h o l d t h e c us t o me r s int e res t j o int l y s a cred w it h t he

a
’

int e r est s o f t h e b us in e ss .

B E C AU S E
I w o ul d a l w a ys w e lc o me my f riends a nd enco u rage t hem t o
p a t r o niz e t h e s t o r e b u t c o u r t eo u sl y e xpl a in t o t h o se w h o
,

t a r r ied t o v i it s t h a t my t ime w a s so c
oc upied t h a t th ey
must ex use c me .
4 30 SA E S L MAN AGE ME N T
B E CAU SE
I l d c h f lly
w ou eer u serv e a c u st o mer r et u r ning g oo d s f o r
xc h ng
e a c d it e or re , a nd st r iv e to o ff set t h eir d isa pp oint
ment by ning f r om a ny d isc u ssio n of t h e mer it s of
r efr a i

t h e mer c h a n d ise r et u r ned ,

p r e fe r r in
g t o i n t er est t h em in

so met h in
g e l se r a t h er t h a n t o a t t em t t o c o n
p v inc e t h em
o f t h e er r o r o f t h eir j u d men t in a ma t t er o f w h ic h t h ey
g
e v id en t l y h a v e a fi x ed o p inio n a nd I w o u l d b e qu a l ifi ed ,

t o d o t his by k no w in g m y m er c h a n d ise t h o r o u h l , f ab r ic s,
g y
t e x t u r e, su it a bil it y a nd p ro bab l e se r v ic e .

B E C AU SE
I ld
w ou we lc o me t h e c ll
nd bu sier d e a to a ssist in o t h er a

p a r t ment s t h an my ow n, a nd p r o fi t by t h e opp or t u nit y

t o b r o a d en my k n o w l ed e o f mer c h a n
g d ise a nd ser v ic e in
st ea d o f c o n sid e r in m r est i e t a r nish ed by t h e t em
g y p g
p ora r
y t r ansfer .

B E CAU SE
I ld l
w ou et it b e k n w nt h t di l y l t y
o a s o a or d ish o nest y w ou d l
not b e p a ss iv l y c nt n nc d by m
e ou e a e e ; t h at t he o nu s of

su ch w ou ld not b e s h a r ed by me t h r o u g h fa i u r e t o l re

p or t it .

B E C AU SE
I ld n t
w ou o l et t r ifl es p or et ty j l ea o u sies so u r my t emp er ,
or d ist o r t my v isio no f t h e r ea l it i es o f ife ,l l
a w a ys r e mem
b er ing t h a t st r ong , we ll p-
o ised mind s r e u sef t h em c
r e og

nit io n, w hi e l w ea k na t u r es e nd ow t h em w it h su p er a t l iv e

imp o r t an e c .

B E C AU SE
I ld lw ou ll f t h t
a w a ys h l d ing l y l t y
sp ea k we o e s o r e, o o a

on p a it h h n t y ;
ar wc g niz ing t h t my p g
o es i re o a ro r ess s

of my n m k ing I ow l d h it c h my g n t t h t
a , w ou wa o o e s ar

of p i t nt p t i nt ind t y
er s s e ,
l y b y ch f ll y
a e us r , a wa s us , eer u

b y b t nv
us ,
t ub y t b c n id
e er t f my f ll w
oo us o e o s er a e o e o

em p l yé d o v ing t h i g d ill by t c t f l c nd c t
s, eser e r oo -
w a u o u

and q s d l ing by
u are i t ing nd nc
ea in
g g t h -
a ss s a e ou r a e

b g inn
e h l p ing t h m t
er s, t h imp t nc
e f t h d t il e o see e or a e o e e a s
 TR AI N ING OF RE TAIL L
SA E S ME N 43 1

o fyst e m a nd u nd e r st a nd t h e
s nee d a nd p ur p o se o f s t o re

r e u a t io n
g s alnd r e st r i t io ns c .

B E C AU SE
I w ld di c ou s ou ranic io u s g o ssip t h o u g h t l ess c r it ic ism
ge p er ,

o f t h e st o r e m a na
g emen t , o rg a niz a t io no r me r c h a nd ise a nd ,

id l e a nd u nk ind sp e c u l at io na bo u t my st o re a sso c ia t es ; by
d e fend ing t h e ab se nt and sp u rning t h e sc a nd a l mo n g cr ;

by a d v o c a t ing g o od fe ll o w sh ip , a nd a u nit y o f p u rp ose t o

-

be f r ee f r o m w o r r y a nd t h e t a int o f d is c o nt ent .

Al l o f w h ic h c a n b e su mmed u p in t h e fi r st p ro fess ion o f

l
b e ie f f t hi C d o s r ee

DO UN T O OT H E R S AS YOU W OULD HAV E T H E M

DO UN T O YOU .

21 2 T each in t he st o re
H avi ng become syst e m —
.
g
th oroughly imbu ed wi t h t h e spirit o f t h e s t o re and im
pre ss ed with t h e imp o rt anc e o f courte sy and re al se rv
ice t o cu stom e rs a s invit ed gu e sts a s th ey r e ally a re , ,

t he n ew s al e s cl e rk is r ea dy t o l ea rn t h e r o uti ne sy t em s .

T h e i nstruct o r t ak e s up t h e s al e s slip r sch edul e

“
as o ,

it is fr equ ent ly c alled and expl ains h o w it is m ad e o u t

,

und e r v arying co nditi ons Th en as w ould be ex pect ed . , ,

t he n ew cl e rk is quizz e d t o t e st his abili t y to follow in

st ru ct ion s T h e s am e m eth ds a pply t o t h e m aki ng o u t

. o

o f t h e v a ri ous o t h e r f o rms su ch a s h o ld tick ets w o rk ” “

, ,

tick ets transfers sp eci al d liv e ry sli ps a nd t he like

,
” “
,
e .

But great c are must be exe rcis ed to avo id taking u p too

much at one m eet i ng fo r it is v e ry e asy t co nfuse t he
,
o

new cl e rk with a m ass of f o rms F o r th a t rea s o n inst ru c .

ti nsh ould be spread o ve r eve ral m ee tings o ndi ff e r nt

o s
e

d at e s
. A st e r e ptic o n e p e ci ally o f t h e re fl ectin g type
o , s .

h as b e e n fou nd a t W a nam ak e r s a lm st i n dis pensa ble ’

o

ininst ru cti ng l a rg e gr up int h e t o re svst e m

o s s .

Instructi o n is al o giv e n in t h e c a re of stock and in

s
4 32 SA E S L M AN AGE M E N T
v ri o us ot h e r d et ails f a s al e s p ers ons duti e s I f h ow
a o
’
.
,

e v e r t h y ar e sp e ci a l e mpl oyés en
, e g ge d f or si ngl e s l e a a a

t h wh ol e c ours int h s t r e sys t m mus t b e c nd ens d

e e e o e o e

i nt o one m t i ng A st o r e m nu al is pr ovid e d f or e ch
ee . a a

s l s p ers on and b ec omes a p t of his p rm nent e quip

a e ar e a

m ent .

I n m ny s t or es t h e l ow e r pric e s in t h e b a s em ent ne
a ~

ce ssit at e simpl r sys t ems an d lik ewis e a di ff er ent nd

e a

bri fer co urs e o f t ra ini ng in t h e stor e sys t em G ener

e .

ally t his w o rk can be c on d ens ed int o one or t w o m t ee

i ngs which a e pr ec d e d lso by a sp eci al discussi onof

, r e a

t h b as em e nt p olicy
e T e st s e r equir d h r as in t h e
. ar e e e

m ai n s lli ng s ecti ons A spe ci l b as em nt m anu l is

e . a e a

also pr o v id d e .

2 1 3 T h e p rin
. l
cip es of s a l esm n sh ip — N ex t c m es a o

t h e firs t l ss n ins l e sm ane oship A compl t e bu t c ncis e

a . e o

s ri e s o f t alks a e pr p red which a e discuss ed int h e

e r e a , r

cl ssr oo m T h f ollowi ng t lk nt h e g ener al subj ect

Qu es t i no f Price will sh o w one of t h e
a . e a o
“
of Th e o

m ore dv nc d l ss ns as us d by a l arge N ew E ng
a a e e o e

l and st r w hich h as beens t rikingly successful init s du

o e e

c t ion l w o rk
a a Of cours e t h e w ork b e gi ns wi t h v ery el e
.

m ent ary t opics such as h ow t o m eet t h e cust m r ; and

,
o e

on ly ne or t w p o i nt s are t k enup inany one m eet i ng

o o a ,

a s th s ale s p eopl easily b ec om e c onfus d if t oo m ny

e e e a

t pics a
o consid er ed during a s essi on This is ev nm r e
re . e o

tr ue t h nis t h e c s e w i t h t h e s t or sys t m a s t h e pri n

a a ci e e ,

pl s f s al e sm anship s eem m ore abs t r act t o t h n vice

e o e o .

21 4 . T h e t ech niqu e o f selling .

The Q P ic
u est io n of r e

W ld ou
y ou l ik e to m t h ing c h p ?
see so e Th i xp ea er
”
s e r es

sio nis b eing u sed by sa esl p p l v y g n ll y t h g h t t h

eo e er e er a rou ou e

st o re . We ar e asked to d p it n
rot i ly f me v b l y re ro ou r o ca u ar .
 T R AINING OF RE TAIL SA E S L ME N 4 33

We n d o t h is
ca w it h l e ss d iffi c lt y u a nd w it h mu h mo re c
p r o mp t ness if w e l iz t h t by g g t ing r ea m t h ing
e a su es
“
so e

c h p (l )
ea
”
er c nv ying w e are ng id t o c t m e nd a w ro ea o us o ers , a

(2 ) h
w e a re s ing l ck f k il l
ow l p pla a o s a s sa es eo e .

(1 ) S m t h ing c h p q lit y f
“
o e
gg t n inf i ea er
”
su es s a er or ua o

m c h nd i
er a q l it y h ic h t h m n g m nt d n t ll
se
, a ua w e a a e e o es o a ow

t b
o ff e o d f er e l int h t W d nt c
o r sa e
y h p m e s o re . e o o a rr c ea a

t i l ; w d h v d iff nt q l it i d ifl ing inp i

'

er a s e o a e er e ua es er r ce .

(2 ) A g n ll y cc p t d fi t p inc ip l f ll ing i t h t f
e er a a e e rs r e o se s a o

s h ing t h c t m
ow e m d i m p ic d m c h ndi
us o er fi t
e Th u -
r e er a se rs . us

s h inow
g l t i t ha erh ig h l e
peric d m t i l er t h or ow er -
r e a e r a s, as e

c t m w i h i m d impl nd m n t l W h t h
us o er s es , s a e s e a o re a ura . e er

th c t me us o i h t h v t h h ig h
er w s es l o
p ic d m t i l
a e e er o r ow er r e a er a s

ca n ll y b l n d by m cl
u su a e ea r h ic h t h
e kill d l so e ue w e s e sa e s

p n n
e r so ll y d t c t
ca u su a e e .

A l w d i pl y l ck f k ill if d n t d i c v w it h
s a ru e e s a a o s , we o o s o er

ou t m n t i n f p ic
e o h t p ic d
o t icl t h c
r e, w t m a w n t r e ar e e us o er a s .

Th x p i n W l d y l ik t
e e ress o ,
“
m t h ing c h p ?
ou ou e o see so e ea er

m y h v
d mn d h
e
a

e
nt h
a

lf
m ning
e a

e r se
p
o

n n
On
ill in
as a
g
h
er

t h
it h
ea

m c
e r so h nd
lly n
i
.

u w
e w o

o s
u ses

ow
as

er
r ea

a se — co

or

a t l t tea s h n gh t di c v
o s ow in h i h di c t i nh
e ou o s o er w c re o er c us

t o me r mind is t end ing

’
s .

No tnl y bec a u se w e h a v e beena sk ed t o d r o p t h e suggest io n

o

of
“
so met h in
g c h e a p er
”
b u t a l so be c a u se t h e w o rd s misrep re

se nt t h e k ind o f me r c h a nd ise w e c a r ry a n d l abe l a s a s u nsk ill ed

w o rk e r s—sh o u l d w e w ish t o l e a v e t h e exp ressio n ou t o f o u r

v c o a bu a rl y .

21 5 . D emo nst ra t ion —

rd e r to m ake t h e cl ass
In . o

room work as practic l as p ibl e d emo nstrati o ns o f a o ss ,

se lli ng sh uld be giv en fr m t h v ry s t ar t At fir t

o o e e . s

t h instruct o r will a t a t h
e a l esm an a nd will ce nt r c s e s , e

t h att e n
e ti n on t h e principle u nd e r discussion wi t h re
o ,

vi w att nti n u a ny previ usly d ev el p ed S n t he

e e o o o o . o o

n w s al s p pl
e nb egi n t take p art Aft e r e ach
e eo e ca o .

d m onstr ti n t h s al e s pe rs n sh ould be ca re fully

e a o e o

gr d ed and at t h e co nclu i n O f t h co urse a co mple te

a ,
s o
'

e ,

II I —28
4 34 L
SA E S MAN AGE M E N T
s al e will b e m arked and s erv e d s pr o fici ency t est in a a

t h e s al e sm a nship divisi n o f t h e tr aini ng c ours e

o The .

f oll owi ng sch edule is t h e r e sul t of c re ful nalysis by a a

M r J am e s W F isk m anage r o f t h e Tra i ning S ch ool

. .
,

for Te ach ers of R et ail Selling maint ined by t h e D ry ,

G oo ds E co n o mist :
STE P S IN TH E S A LE

Attra cting At t ent i on

Ar ousi ng I nte r e st
C r e at i ng D e sir e
C l o sing t h e S al e
I ntr o duci ng O t h r G oods e

S ecuri ng G o d Willo

1 00 p er c ent
M r F isk furt her subdivid es th es e m ai n divisi ons in
.

ord er t o ob t ai ne x act gr ad es on e ach d em onstrati on I n .

his ow n cl ass room w ork h e t ak e s up each p oi nt and

af t e r discussi onallows a m aj o ri t y v o t e to d et ermi ne t he

grad e t o be all ow e d H is subdivisions are as follows

.

21 6 . Analysis of st ep s ina sal e .

ATT R AC T ING ATT E N T I ON — T o t a l 20 P oint s

1 . P ro mpt ness Al e r t ness w a t c h fu l ness

,

D isc o nt inu ing o t h er w o r k .

R a p id it y o f v nc
a d a e .

P oi nt at w h ic h c t m i m t
us o er s e

2 . At t it u d e Sh o w ing re c gnit i n
o o

Sh ow ing e x p c t nc y nd d f
e a a e er

e nc e
App ea r ing energ et ic
S el f confid ent b ea r ing
-
.
 T RAINING OF RE TAIL SA E S L ME N 435

3 . c l xp
F a ia e r ess o i n . . Pl nt
ea sa 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

E x p c t nte a 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

4 . At t ent iv eness Un x p c t d v ic
e e e se r e

C t ch c t m fi
a us o er s
’
r st w o r d s

5 . F o rm o f sp ee ch . C ut
o r eo u s

S u it ed t o cu st o me r .

Off e r ing serv i es c immed ia t e y l .

U s ing c u st o me r s
’
na me .

6 . T o ne of v ic
o e. Aud ib l e, dist inc t 0 0 0 0 0 0 0 0 0 0 0 0

Sinc er e 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

Rh yt h mica l 0 0 0 0 0 0 0 0 0 0 0 0 0

Suit ed t o c ust o me r 0 0 0 0 0 0 0 0 0 0 0

T ot a l

AROU S ING IN T E RE ST — T o t al 20 Po ints

1 . F irst w o r d s reg a r d

ing mer ch a nd ise . Defi nit e info rma t ion

M ost v it l l ling p a se oi nt
P os it iv t t m n t
e s a e e

Refer ring t o pu rpose o f pu r

1
2 . F ir s t a ct i n
o s in
sh ow i ng g ood s . P mpt nes insh w ing
ro s o 0 0 0 0 0 0 0
O
t

B ing ing g d t c u t m
r oo s o s o er O
l

Pl c ing g d in c h
a oo s rea O
i

Di pl yin g t b t d v nt g
b
s a o es a a a e .
it

U se—Co lO H Fo r m .

v l
Re mo a o f o b ect oj i nab l e fea t u re s
H nd l ing
a to enha nce v lua e 1
Sho w ing ri
g h t go od s 0 0 0 0 0 0 0 0 2

(N t ic ing o implied pre fe rence )

43 6 SA E S L M AN AGE ME N T

C RE AT ING D E S R E — T o t al 1 5 P oint s
I
By w or d s ( )
1 0 F o ll ow ing up int erest
Ad a pt ing t o c u st o mer s su g g es ’

t ion s

Ad a p t ing t o c u st omer s a c t io ns
’

S u pp l ying new id ea s a s need ed

Answ er ing qu est ions r e a dil y .

Ant ic ip a t ing ob j ec t ions

U sing most vit a l sell ing p oint s
C it ing p ersonal e x p erienc e
U sing ev idenc e of ot h er pu r
ch a ses or au t h o rit ies
G et t ing cu t s o mer to a g r ee

By a ct i n
o s ( )
5 S h o w in
g ri
gh t q ua nt it ies
Disp ying tol a b est a d v a nt ag e .

S h ow ing p o ints o f su p erio r it y .

App ea l ing t o t he se nses

C o mp a r isonw it h o t h er g o ods .

T ot a l

CLOS ING T HE SA E — T o t a l 20 P oin

L ts

1 . Re c og niz ing b e s t
t ime t o cl o se .

F ind ing r e a so ns fo r d e l a y
2 . By w ords O v c er o ming e xp r esse d o bje c
t io ns 0 0 0 0 0 0 2
R e fe r r ing to c u st o me r s
’
a
p
pro a v l 1
Sh o w ing a d v a nt a g e of imme
d iat e b u ying 2
S u g g est ing t h at c
d e ision is
made
Get t ing c u st o mer s ’
c o nsent
 T R AINING OF RE T AIL SA E S L M EN 4 37

3 . By a ct i n
o s l
E imina t ing ot he r g o ods .

Ov c er o ming x
e p r essed o bjec
t io ns O O O O O O O O O O O O O O O O

D emo nst r a t in
g a
pp v l m it ro a er s

S u g g est ing t ha t d ci i n i e s o s

mad e 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 2

T t l o a

IN T ROD UCING OT H E R G OODS— T o t al 1 0 Po int s

1 . M c h nd i
er a ( )
6 A ll
se i d l in e es H
I n ow n d ep a r t me nt 0 0 0 0 0 0 0 0 0 0 H
I n o t h e r d ep a r t ment H
I nfe rr ed p re f e ren e c 0 0 0 0 0 0 0 0 0 H
Ad v ert ised a rt cl
i es H
New g o o d s H
2 . Fo rm o f sp ee ch .
(4 ) vc
Se r i e inst ead o f se ll ing H
Su g ge st ing f u r t h er wa nt s H
T o ne o f v ico e H
S ug g est ing fut u re pu r h a ses c H

T t l o a 10

SE CU R ING CU S T OM E R S G OODW ILL —T t l 1 5 ’

o a Point:

1 D in
.
g thur
(6 ) By p mpte v ic ro se r e 1
By t t n t iv n a e e ess 1
By c t y o u r es I
By m c h n di kn l dg er a se ow e e . 1
B y nxp c t d vi u e e e se r ce . 2
2 Aft th er
(9 ) B y c nt in d int
e
t 4
°

o ue eres .

By ex no f g ra t it ude
p res s io 2 .

B y inv ita t io nt o c a l l ag a in 1 .

By inv it a t iont o t ak e ad v a nt age

o f spe ia c l ser vi ce fe a t u res . 1
By cc mp a o anying t o depa rt
m nt l imit
e s o nd e a rt u re
p . 1

T ot a l
 C H APTE R V
THE TRAINING OF RE A T IL SA ES L MEN—C o nt inu ed

B eg inning act u al selli ng —

I mm edi at ely after
t h e first l ess o nin s al esm an sh ip t h e new r ecruit canb gi n e

se lling for t h e i nstructions wil l continu e at r egul ar in

,

t erval s for s ev e r al m on t hs at l e ast H e is put into wh at

.

is known in one store as t h e C ontinge nt F orc e This “

.
”

is a group f ne w s al es p eopl e av eragi ng se v er al hundr e d

o ,

in t h e busy s e asons w h o are d et ail e d f rom one d ep art

,

m ent to anoth er a s th ere may h e n eed of extra s al e s

p eople on accou nt o f sp eci al s al e s T h e novic e is as .

sign ed to anexp erienced s al e sp ersonu nd er whos e guid

an c e h e works The n wh e n h e h as d emonstr at ed his
.

ability an d pr o fici ency h e will be t r ans ferr e d t o t h e r eg

,

ul ar forc e o f som e de p artment and b egin duty as a ,

j u nior s alesm an At this t im e a compl et e r ecord for t h e

.

first y ear will b e st ar t e d by t h e educ t ional dire ct or a .

O np ag e 43 9 is a typic al form us e d ino n e l arg e stor e .

As will b e not ic e d r ec ord o f err s w ill l s b m i n

, or a o e a

t ain ed — f or v ry e rr o r o f t h e new mpl yé is r ep o rt d

e e e o e

t o t h e e du cat io n al d e p artm en t and th ere tak en up in

p erson wi t h t h e s al e sm an I nsome stores as for inst anc e
.
,

th at o f S tix B aer and F ull er C omp any of St L ouis

, , .
,

a pr emium d ay in t h e form o f a h alf holid ay bi mo n thly -

is give n thos e who keep down their err ors to a c ert ai n

I naddition to this t h e st aff of t h e educ ation al d ep art

,

m ent incl u de s a numb er of shopp ers who visit t he new

“ ”

s ales p eople at th eir work and w atch th em s ell l ater t

.
,
o

438
 TRAINING OF RE TAIL L
SA E S ME N 43 9

A P
S LES ERSON S REC ORD
’

NO . Da r z E xa m
'

AnnW arm E NT ERE D N ar ro m n

m . B o nn

Pa nvxo na Ex r nmnncs

To t
al Sales

Per C en Sal es t

Times La t
e

Days A nt
bse

Dep ar tm nt
e

Firs t Si x t
M onhs Ra tin
g Seco nd Six Mont hs

C losing t h e Sa le

C us tm
o e rs

G U . . Mdao .

Fu ndame n t al
C ha rac e ris ics t t
A p pea rance

t t t
Ine res inS ore

Loader- h ip
4 40 SAL E S M AN AG E M E N T
o ffer suggesti ons f or impr ov em ent as w ell as t o c ompli
m ent t h em on th e ir good work At Str awbridge and .

C l othi er s inPhil ad elphi a a spe ci al attempt is m ad t o

’

, ,
e

cle ar th eir conv ers ationo f erro rs of sp eech inaddi t i ont o

trai ni ng t h em inp licy syst m and s l esm anship L ike o e a .

wis e tr aini ng in p enm anship is frequ ently nece ss ary .

F or r egul ar p e opl e t h e c ours e o f i nstruc t ion l as t s t e n

w eeks with t w o m eeti ngs a w eek B asem ent pe opl e
, .
,

an d thos e eng ag ed for sp e ci al re asons on s al es can b e ,

giv enonly anabbr evi at ed cours e .

21 8 S p ecial an
. d g en era l bu llet in s — F rom tim e to

tim e sp eci al bulle ti ns c all e d by o ne s t or e E fficie ncy ,

“

Bull eti ns are n ec ess ary Th es e are pl ann d for t h

,
”
. e e

wh ol e store f orc e Sometime s t h ey are o f i nspir ati on l

. a

ch aracter such as N o 1 3 9 ; s om etim es t h ey are e xpl an a .

tory of a sp eci al s al e as is t h e c as e with N o 1 5 1 , . .

ICI E NC Y B ULL E T IN
E FF
N O1 39
. Oc t b 3 0 I QI Q o er ,

A C OO PE R TIV E SE R V I C E

AS i f T nD il y B ll t in
er e s o e a u e s

7— M AK ING B U S IN E S S A P ROF E SSI ON

B y S ing t h V l f E v y D t il
ee e a ue o er e a

T h b ine us l d h b n l t d m nd p c i l t ining
ess w o r as ee s ow o e a s e a ra

of m n nd
e m n h d it
a wo k I nt h t fi l d b y nd
e w o o s w or . e s ore e o s a

g i l
r sh v b c
a m b
e nd l e o pp e ut ck p p l
e w ra ffi c h lp er s o r s o eo e or o e e

and h v d p nd d p n x p i nc
a e e e e nd t h i
u o n init i t iv t
e er e e a e r ow a e o

p l c t h m int im inp it i n f
a e e , e, p n ib il it y A b in
os o s o r es o s . s us e ss

m n g m nt h
a a e b c m m
e asp c i l i
e oz d t h i k
e i nd f t in i
or e sng e a e , s o ra

l n i n t c n id
a o e s o d n gh o s er e e ou .

O ur n b in ow q i t h y ng p p l nt ing it
us ess re u r es e ou eo e e er s

emp l y t b
o f o c t in p c ifi d g nd t h v h d
e o a er a s e e a e a o a e a ex

p i n
er e n d d
ce a c t i n T h
e i h
u a b g hot in.t t ck n d ll
s in g as r ou o s o a se
 T RAINING OF RE T AIL SA E S L ME N 44 1

p i
ost ions ino u r st o r e
yo un mena n
g d w o m eno f t h o r o u g h ed u c a

t io n, ma n y o f w h o m re a r d a kn
g o w ed e o f all t h e d et ails
g l of

t h e bu sin e ss imp o r t a nt .

F u r t h e r mo r e, s h o o s c l es c ll
pe ia y fi t t ed t o t ea c youn g p peo e h l
t h e t e h ni c q ue o f b u sin e ss ma na e me n
g t an d se ing a re bein g ll
est a b li h s ed to v
g i e t r a ining p r ep a r a t o ry t o ent e r ing b us ine ss .

T h e ma nag ement of b u siness a nd se ll ing a re t h u s be c o ming p r o

fessions .

As bu siness be c o mes mo re a nd mo r e a p r o fession ig no ra nc e ,

o f t h e b est bu siness me t h o d s w ill be l ess a nd l ess t ol e r at ed .

T h o se w h o f a il t o k now t h eir pa rt o f t h e w o r k w ill be con

sid er ed un fi t t o c a r ry it o n .

On e imp o r t a n t p a r t is k n o w in t h e ma t e r ia l w it h w h ic h w e
g
d ea l T h e o t h e r d a y a c u st o me r w ish ed t o k n
. o w w h e t he r a ce r

t a inp iec e o f j ew el ry w a s w a sh ed w it h g o l d o v e r st e r l in g s ilv e r .

T h e sa l esp er sond id no t k n ow Ano t h e r sa l e spe rson w a s a sked

.

if t h e a r t icl e sh e w a s sh o w ing w a s re a l l e a t h e r o r imit a t io n

an d sh e c o u l d not t e ll Sh e sa id it seemed t o h e r l ik e imit a t ion
. .

Ano t h er w a s a sk ed if t h e ma t e ria l o f a su it w a s a ll w oo l a nd
sh e an sw e r e d t h a t sh e d id n ot kn o w b u t s h e t h o u g h t it w a s p a r t

c ot t o n .

C u st omer s ar e not g o ing t o be pe rsu a d ed o f t h e v l

a ue o f w h at

w e se ll if we kn w
o so l l it t e a s t h is abo u t it I n . ju st so fa r as

w e a re ig no r a nt a r e w e g o ing t o fa i l a s st o r e k eepe rs .

RE E M MB
E R W E AR E AR P T N E RS , a nd as su c h we

sh o u ld no t be s a t is fi ed u nt il we kn b l t
ow a so u e v
ly e e ry part o f
t h e pa r t i c l b nc h f t h b in
u ar ra o e us ess we a re h a nd ing T he l .

su cc e ss fu l nd t h
a g h h nd l
o ro u ing f a o s uc l
h d e t a i s d et ermines t h e

su c cess o f th h l
e w nd t k ing
o e u er a .

EFF ICI E NC Y B ULL ET I N

No 1 5 1 .
J anua ry I I , 1 9 1 3

T HE G ROS S AND S T RAU S S SALE

T h e b ig g est l f th y
sa e o m nn x
et M nd —
y J n
ea r c o es o e o a a u a ry

t h e l St h — a sa el w hi h i h l d h y t l b t t h p
c s e ea c ea r o ce e ra e e ur
4 42 SA E S L M AN AGE M E N T
ch a se , a nu mb er of year s a g o, of a ll t h e mer h a ndise c o f t he
fi rm of G r o ss St r au ss, o f B o st o n .

M a ny of ou r l
s a e sp e o p e , l be c a u se t h ey ar e new , h a v e not
h ad t h e e xp er e i ne c of t h is
“
b ig g est l
sa e .
”
Ou r r eg u arl l
sa e s

o
p p ,
e e l h ow e v er , ha v t
e s o od n b e d ep end ed h a r d t est s a nd ca

u p o n a t t h is t ime ose w h o su cc essfu ll

. Th y m et t h e d ema n d s

u p on t h em o f o u r o en
p ing w e ek s in t h e new st or e, can feel
p r ep ar ed t o meet t h e big d emand s o f M o nd ay .

Ont h a t d a y h ow ev er , w e c a nnot d ep end u p o nou r e x p er ienc ed

,

sa l esp e op l e a l o ne t o d o t h e g r e a t b u siness w h ic h w ill u n d o u b t ed l y

be d one W e mu st l ea v e c o nsid e r a bl e t r a d e in ine x p er ienc ed
.

h and s Ab ou t 5 00 new sa l esp eop l e w ill be ent er ed o nSat u r d ay,

.

r e ar at o r
p p f r t h e M on d sa l e T h r e t o c o me t h e d a
y o a
y e
y a y .

b ef o r e so t h at t h ey ma y g et t h e nec e ssa r y inst r u c t io n in ou r

syst em T h ey a l so sh o u l d bec ome a c qu a int ed w it h t h e mer
.

ch an d ise t h ey a r e t o sell .

M ost o f t h e inst r u c t ion w ill fa ll u pont h e sa l espeop l e in t h e

v a riou s d epart ment s t h r ou g h ou t t h e st o r e T h e su cc ess o f .

M ond ay d epend s ing r ea t p a r t , u p onh ow w ell t h ese new p eo

,

p l e a r e t r a ine d in t h e w o r k t h ey a r e t o d o T h e d ep end enc e .

w h ic h is p l a c e d o n o u r r eg u l a r p eo p l e mean
“
s se ein t h a t sp e
g
c ia l s d o not ina ny w ay d et r a c t fr om t h e r epu t at ion for g ood
”

se r v ic e w hi hc o u r st o r e h o ds l .

If ea ch ll t k p n h im l f t h
o ne of p n ibilus w i
it y a e u o se e r es o s

of h l p ing ON E N E W P E RS ON t h
e i n n hy t hi , er e s o r easo w s

d y h
a l d n t g n c d t h g t t f it k ind in t h
s ou o o o re or as e r ea es o s e

hi t y f
s or b in o W E S HALL IN T HI S W AY
ou r us ess .

P ROV E N OT ONL Y T H E W OR T H OF OU R OR GANI

,

ZAT I ON B U T AL SO OU R R E AL IN T E R E S T IN T H E
,

B U SIN E SS .

T h es e
bulletins are s ent to t h e floor sup erint end ents
or a isl e m anagers in each s ection by wh om th eyare ,

h ndl ed E ach s le sp ers on r eads th em and signs as a

a . a

record o f his r eadi ng L at er t h e subj ect is discuss ed u m .

d er t h e floor m ens l ea d e rship T h e purpos o f this is

’
. e
 T RAIN ING OF RE T AI L L
SA E S ME N 4 43

to go into mor e d et ail r eg arding t h e t opics und e r dis

cu ssion an d incid ent ally to m ake t h e w e are p artn e rs
“ ”
,

more th a n so much v e rbi age T h e floor mant h en se nds .

ina r ep or t t o t h e e duc ation al offic e on som e such form

as is illustr at e d .

Did you h o d l a c
nfe renc e t h is w ee k o n E ffi c ienc y B u ll e t in
o

No r eg a r d in
g
W as t h ere a g ener a l d isc u ssio n?
W a s bu ll et inh a nd l ed ino t h e r r espec t s a cc o rding t o St o re Ma n
a g er s o r d er
’
N o 1 7 29 ?.

Wh at w as t he r e su lt of ou r
y obser v i n ont h e b ull et in t h is
at o

w ee k?
Pl ea se no t e t h e re mar k s w hi h w
c er e ma d e

21 9 S t u dyin mer h nd ise — Wh e n it come s to t h e

.
g c a .

study of m erch andis e itself t h e t ask must d e v lv e upon ,

o

t h e buyer H e should h old r e gul ar c o nfe re nc e s w ith his

.

s al es fo rc e to e duc ate th em thoroughly in m te ri als and a

m eth ods of m anufactur e This is Spe c ially t ru e int h e .

cas e o f new li nes o f m e rch andis e H is r p o rt t t h e man . e o

ag emen t will be cont a in ed on such a form as this .

RE OR P T OF B U Y E RS C ON FERENC E WI T H
’

SAL E S P E OP L E

H l d by
e

Wh n e

De pa rt ment s
N mb u er p rnt
ese

L ng t h
e o f mee t ing
T pico s
4 44 SA E S L M AN AGE M E N T
I t must be add ed how ev er th at only a few stor es h ave
, ,

a s yet work e d o u t t h e probl e m o f givi n g th eir s ales

p eople t h e k nowl edge o f m erch andis e t h ey should h ve a .

I t is a far m ore di fficult one t h n t o teach syste m policy a ,

o r s al esm n ship b ec aus s al esp eopl e a e mov ed so f e

a , e r r

qu ently from dep artm ent to de p artm ent and b ec ause it ,

is di fficult t o g et t h e buy ers t o work up a s atisfacto ry

cours e of i nstructi on and th en c arry it out But t h e .

study of m e rch andis e is comi ng t o be r egard ed as e qu lly a

imp ort ant with th at of syst em and s al esm anship and be

f o r e m a ny y ears it wi l l h av e its pl a c e I nf a ct as will b e .
,

n t e d l at r it h as alr eady r e ch e d t h at pl a c e in t h e
o e , a

c ours e s f o j u ni ors r .

At M arsh all F i eld s in C hic ago educ ation al motion ’

, ,

pictures m ad e by t h e comp any in s om e o f their own

,

fact ori es are us e d in teaching m erch andis e p articul rly

, , a

c ot t ons nd l ac s Th y h av b eenfound v ery succ ess

a e . e e

ful T h e Universi t y o f Wisc onsin is also usi ng such

.

pict ure s in it s e xtension cours e s and th ey fi nd th at ,

m anu factur ers are quit e willing t o provid e t h e films

wi t h out e xp ense This is p articul rly tru e of
. a

mak ers o f w e ll kn own br and e d g o ods w h o r ealiz e

wh at an exc ellent form of deal er coop er ati o n it o f
fers .

220 M o re ewt en
. sive m a ma — S om ewh at m o r e e x

t en sive th n this is t h e sys t em inv o gu e t Str awbridge

a a

an d C l othi e r s in Phil d elphi a Th ere th ey h av e firs t

’
, a .

o f al l a bri e f r e quir e d cours e for all j ust e nte ri n

, g t he
st ore or t aki ng up s elling for t h e first tim e I nadditi on .

t o this th ey m ai nt ain a t w o y ear cours e c all e d th ir e

“
C omm erci l E ffici ncy C ourse a I n discussing it be
e .
”

fore T h e N ati onal As so ci at i o n of C orpor ation Sch ools

a t t h e ir Phil d elphi a m e ti n g in Ju ne 1 91 4 M r H J
a e , , . . .

T il y G en e r al M an
, ag e r c mme n t e d t hus , o
 T RAINING OF RE T AIL SA E S L MEN 4 45

Th i s is a ser io u s c o u rse of st u dy fo r young p pe

eo l w ho

int end t o ma k e c
mer h a nd ising a l ife w o r an k
d in o es v lv co n
sid er a ble o u t sid e st u dy, e v
n t h o u g h t h e t op ic s may see m ele
e

ment a ry I t mu st be op ent o a ll se ll ing e mp l oyees a nd so mu st

.
,

be a d j u st ed t o a mo st c osmo p o l it a n bod y ; fo r many w h o h a v e

beenl ong en g ga ed in se ll in ma
g y f ee l t ha t t hey ha v e ma st e r ed
t h e a r t ; o t h er s k n o w in t h a t t h e
, g y w e r e o b l i ed t o
g go t o w or k
a t a ne a r l a e a r e so c o n s c io u s o f t h e ir l a ck o f n l d c
y g , g e er a e u a

t io nt h at t h ey fe a r t h ey w ill b e e mba r r a ssed by a t t e n d ing cl a sses .

C onsequ ent l y t h e t op ic s o f st u dy must be c a r efully sel ec t ed and

mo d ified t o su it d iff er ent g r o u ps I n a d d it io n t h e re must be
.

p p r o er f o ll o w u p
-
w o r k inbot h t h e d epa r t ment and t h e h ome .

I n g ener a l t h e c ou r se c o v er s d u r ing t h e fi r st ye a r a rev iew

, ,

o f or a l a n d w r it t enE ng l ish p enmansh ip a r it h me t ic a n, d espe , ,

cia ll i d m en t a l c a lc u l a t io n D u r in t h e se c o n d yea r t h e re
y r a p g .

is a nint ensiv e st u d y o f me r c h a ndise in1 9 1 8 1 4 t h e w o r k be in , g

-

l imit ed t o t e x t il es I n a d d it ion t h e re is sprea d o v er t he t w o

.

e a r s a v a r iet f t h e r t o p ic s in cl u d in su c h as h sio l o y
y y o o g p y g
an d h yg ien e , p syc h o l o gy t o p ic s rel a t in o c ha r a c t e r n ’

, g t o e s ,

r e l a t io nt o h is w o r k a n d t o h is fell o w men as w ell a s p ra c t ic a l -

bu siness p r ob l ems D isc u ssion

. s l a st in
g t h ree q u a r t e rs o f a n -

h o u r a re h el d w eekl y in t h e cl ass r o o m a ft er w h ich st ud ent s -

w r it e u p t h e su b j e c t in t r o d u c in
, g a s fa r a s po ssibl e o r i in
g al

id ea s a nd ill u st r a t io n s .

I nad d it io nt o t his t h e r e a re ma n m o re fo rms o f ed u c a t io n al

y
w o r k in
,
cl ud ing spec ia l l ec t u res be fo re g roups by st o re offi c ers
an d p r o mine nt ed u c at o rs spec ia l fo rms o f d eal e r co o pe rat io n
,
-

in c er t a in d e pa rt me nt s a s c o rset s o r g l o v es d e mo nst r a t io n
, ,

sa l es c u l t u r a l st ud ies mu s ic a l o rg a n iz a t io n s a t h le t ic an d gym ,
, ,

na st ic a sso c ia t ions a nd t h e l ik e
, .

M arsh all F i eld and C omp any g iv e o ver a l arge p art

of th e ir t enth floor to t h e exclusive u se of t hei r e mplo vés .

T w o r eading r o oms a re pro vid ed o n e fo r me na nd on e .

for w om en H ere may be h ad al l t h e d aily pape rs and

. .

a s el ect ion of t h e m o st int e re sti ng m ag az ine s A branch .

446 SA E S L M AN AGE M E N T
of t he C hic ago Public L ibrary with a librari an in ,

ch arge is includ ed and fi ve th ous and or mor e books are

, ,

circul ate d monthly I t is i nt er e sti ng to not e t h at ov er

.

75 p er c e nt of t h e b ooks wi t hdr awn are of t h e sol id sort

books on t extil e s on e c o nomics and s ale sm anship and
-

t h e lik e M usic and r e st rooms a s w ell s v ari ous o th e r

. a

w e lf a r e f eatur e s a e a ss o ci ate d with th eir e duc atio n

r al

w o rk . This w elf re w rk gener ally in ch arge o f an

a o ,

o th e r d ep artm en t mus t not b e ov erl ooked s it is a m or e

, , a

o r le ss sil en t m eans o f t r ai ni ng for s elli ng effici ency ,

though w elf re work is not educ ati onal w ork nor is it a

a

substitut e f or it .

Th at t h e wh ol e mov em ent is proving succ essful is evi

d ent as much fro m t h e d em and o f s lesp eopl e of m any a

years exp eri enc e th at t h ey be admitt ed to such c ours es

’

as f rom t h e t angibl e r esults th ems e lv e s I nf act inone .

,

middl e w est stor e th at o f Rike Kuml e r C omp any in

,
-

D ayto n Ohio t h e r esult o f t h e first c ourse o f i nstructi on

, ,

w as so striki n g as t o bring t h e follo wi ng rem ark from

t h e e duc ation al dir ect o r : On e gr e at st e p which h s b ee n
“
a

o b t ai ne d is t h e aw ak en e d a ttitud e o f e mpl oy és t ow ard

e duc ati on At first t h e old er empl oyés a sk e d t o be ex

.

cu se d but n
,
ow th ey ar e b e gin n i ng to r ealize t h e v alu e
o f t h e sch o ol work
”
.

22 1 J u n. io r c r
ou ses — I na dditi o n to such a cours e o f
e duc ati on a l tr a ini ng for t h e s elli ng f orc es f t o d ay a o -

simil ar c ours e must be pr ovid ed for training of t h e

s l esm e n and s ale sw om eno f t o m orr ow comp o s ed now
a -

o f m e ss eng e r b oys an d c a sh girls Ev ery l arg e st or e h as

.

s ev eral hu ndre d of th es e boys and girls b etween fourt een

a nd se v ent eenor e ighteeny ears of ag e I nmost c as e s .

t h ey l e ft sch o ol at t h e firs t l e g a l m om en t aft er h aving ,

c omplet e d at b est only t h e gr amm ar sch o ol and in a ,

l arg e per c ent of c as es o nly six or s ev en gr ad es F or .

 T R AINING OF RE TAIL SA E S L ME N 447

th em som e sort o f continu ati o n school must be org an

iz ed Th at at W anam ak er s c alle d t h e Joh n W an a
.
’

m ake r C omm erci al I nstitute may be conside red typic al .

R e gul ar cl ass ro om instructio nund e r comp et nt t eache rs

-
e

is giv enon st ore tim e and occupi e s about fo ur h ours a

wee k T h e subj ects re such as are n eed ed to continu e
. a

t h e pr evi ous educ t i o n b e gi n ni ng at t h e poi nt it w as

a ,

disconti nu e d and to suppl em ent it along l in es most ad

,

v an t g eou s t o o n
a e s t arti ng a m erc an t il e c areer by in
cludi ng a study of t h e m at e ri als and m e t h ods of
m erch andising T h e boy i nsti nct is als d evel o p e d by
. o

milit ary and gymn astic drills boy scout e xercises and ,

t h e lik e .

222 O t h er me t h o d s of so lu t io n— S imil ar to this is

.

t h e w ork b e i n
. g c arri ed ou t u nd e r t h e guid ance of t h e
D ep artm ent S t or e Educ ati o nal Ass o ci tion On e of a .

t h e s e scho o ls h as b ee n st a rt e d in L ord an d T aylor s

’

N e w Yo rk and oth e rs are t o follow

,
T h e disti n ctiv e .

noti o n is th at while t h e n ec ess ary st andi ng on o n e s feet ’

al l d ay in a stor e is n ot i n j uri ous t h eal t hy perso n o a ,

u nle ss aggrav at ed by b ad ir o r o th er bad co nditi o ns yet a ,

it do es m ak e n e ce ss ary judici ous e x e rcise t stre ng then o

t h e muscl e s as w ell as c o rre ct p o sture comfo r t abl e

, ,

sh es and v ari ous o th er thi ngs w hich are usu ally neg
o ,

lect ed T h e r esult is th at in m t t o re s girls d o g e t tire d

. os s

an d worn o u t b e f r e t h d ay is v r o 80 c n tra ry t o
e o e . , o

t h e usu al m e th od of b eginning w i t h t alks o np o licy sys ,

t m an
e d s al e sm anship t h e first it em in t h e ed uc atio n
,
al

pro gram is h ealth .

223 C oo per t in.

g w it h t h e p u
a blic sch ooIs — I n so m e
. .

citi es a conc rted m v m ent h a bee nst arted t ge t t he

e o e s o

public sch ols o f t he city t o giv s m e f this el em e nt ary

o e o o

traini ng f r m rc antil e li fe I n Wi nni pe g g rou p o f

o e . a

club w ome n m ad a ni nv stigation int t he conditio ns

e e o
44 8 SA E S L MAN AG E M E N T

surrounding t h e y u ng girls wo rki ng in d p tm ent

o e ar

st or e s of t h e city and as a result o f it off er ed two recom

,

mend at ions One w as dire ct e d tow rd b et t e r livi ng con

. a

d it i ns by enc our gi ng t h e op eni ng o f s emi phil an

o a -

t h 0 pic bo ardi ng h ous e s f o r w o rki ng girls livi ng aw ay

r

from hom e ; and t h e ot h e r t h e m r e imp ort ant urgi ng

,
o ,

t h e bo ard of e duc ati n o f t h e ci t y t o re vis e t h e cours e o f

o

s t udy int h e public scho ols and t o add sp eci al cont i nu a

,

tion c ourse s so th at t h es e girls might nt er st or e w ork e

with a b etter ch ance to earnand c mm nd livi ng w age o a a .

S v e r al Am eric a n citie s p ar t icul arly C i nci nn t i and

e , a

M ilwauk ee h av e add ed conti nu at ionscho ols such as t h e

,

club w om eno f Wi nnip eg r ecomm end e d nd othe r citi es a

ar e s e ri ously co n sid eri ng it .

M o r e adv ance d w o rk of t h e s am e sort is b e ing don e

by t h e extensi o n t eachi ng d ep artme nt of s ev er al s t at e
u niv ersi t i e s n ot ably Wisc onsi n M i nnesot a and K ans as
, , .

I n additi o n to corre spond enc e c ours e s in r et ail s elling

an d s imil ar t opics Ope nt o any r esid nt o f t h e s t at e th e y
, e ,

are givi n g through t rav eli ng i nst ruct rs a s e ri es of lec o

tur es and d emons t r at i ons at v ari o us p oi nt s int h e st at e .

C l ass m eetings are h eld weekl y nd afford t h e s am e , a

ki nd o f instru ctiont h at is giv enina l arge ci t y de p art

m ent stor e which can m aint ai n a compl et e educati on al
d ep artm ent .

2 4 T ain
2 . r in g t he n ons llin
e g emp loyés
- — To com
l e t e t h e e duc at i on l sys t em o f a d p ar t m e n t s t ore it e
p a

would b e ne c e ss ary t o m ak e s om e m ent i onof t h e train

ing c ours e s int h e nons elli ng d ep t m ents ; but th e se ar
-
ar e

outsid e t h e pr e s e nt discussi on M o re clos ely a ss o ci t ed

. a ,

p erh aps are t h e weekly m eeti ngs of buy ers to discuss

,

p olici e s and m et h ods and simil arly o f oth er gr oups s

, ,
a

t h at o f floor sup eri n t ndents and aisl e m anagers I n

e -
.

f act ev en buyers and floo r menmust compl et e a syst em

,
 TRAINING OF RE TAIL SA E S L MEN 44 9

o training simil ar
f in m any ways to th at required of a

new s al esp erso n .

App lying d ep art ment st ore met h od s t o o t h er re

2 25 .

t ail st o res — T h e s am e pri ncipl e s w hich a pply to t h e

.

t rai ni ng of t h e de p artm ent st o re s al esp e rs o napply w ith

e qu a l forc e to th o s e o f a ny r e t a il s t o r e t hough t h e a cc e s ,

sit y for t h e tr a i ni ng is not so great o n acc ou nt of t h e

c onst ant co nt act w i t h t h e m erch ant himse l f But w h e n .

it com es t o a ch ai nst o re t h e n e c essity is equ ally great , ,

for t h e s am e co ndi t i ons ob t ai n T h e probl ems o f t h e .

m an age r of a group o f sm all dry g ods s t ores for i o , a

st anc e is v ery simil ar t o t h at o f t h e m anage r o f t h e

,

group h ouse d u nd er one roof and l ab el ed a d e p artm e nt

sto r e N or do e s t h e pro bl em o f t h e s l e s m a nage r o f a
. a

ch ai nof cigar s t or e s di ff e r from th at f t h mandirect o e

ing a ch ain of drug st ores as M r H e rb r t S C ollins , . e .

t ells us in P rint ers I nk of July 9 1 9 1 4 h e fou nd t o

’

, ,

be t h e c as e wh enh e w e nt f r o m t h U nit e d C ig a r S to re s e

C omp any to t h e R iker He g em an C mp any T h e d e -

o .

t ails o f t h e probl em d diffe r h o w ev e r fro m th at o f t h e

o , .

d ep artm ent sto re m an age r b c au se o f t h e di ff e re nc e in e

t h e typ e o f s al e s f o rc e ; lik e wis e t he m e ans di ff r in th at e

it is impossibl e t o gath e r t o geth e r l arge groups of work

er s fr o m v a rious st o re s p e rh a ps indist an t cities for cl ass
, .

instructi on H e nc e dir c t i ns t ructi nmus t ge n e rally be

. e o

giv e n by t h e e x ecutiv e int he c entral meetings to t h e

st r m n age rs a nd by t h m in tur n t t h forc s f

o e a ,
e o e e o

th ir r sp ctiv e st re s
e e e o .

226 T h e st o re m
. m m l — As a t a rtin g b asis the r
a . s e

should be a sto re m anu al Th en t h e n ext thing is for .

t h s l e s m n ag e r t o tra in p e rs o n
e a a ally t he store ma n

a g rs ; f r up n th m d p n
e o o d t a l a rg e ext e n t t he
e e e s o

succ ss f t h s t re M r C lli ns c mm nts nt h e f u nc

e o e o . . o o e o

ti o n o f t h s t r m n g r thu
e o e a a e s

I II—29
4 50 SA E S L MANAGE ME N T
If t he mana g er o f a st o r e w i ll d o a ll he ca nt ow ar d s bu il ding
up t h e menund er h im, says t h e ma nua l , he wi ll d o c
mu h t o w a r d
ma int aining g ood ser v ic e a nd inc r e a sing t h e bu siness of t he
st o r e.

A st or e manag er w ho nt men
ca n p r o du c e c omp et e

f o r bu il d ing h is bu siness is mu c h mo r e v a l u a b l e t h a n t h e man

w h o ca n j u st h o l d d ow nt h e j o b o f ma n a
g in g a st o r e A g o od .

st o r e ma n a e r w ill d o a l l h e ca n t o h el c h man u n d r h im
g p e a e ,

h elp by p o int ing o u t h is w ea k p o int s a nd su g g est i g h o w t o n

o v e r c ome t h em h el b n c in c h m an b r eco n i in
p y e, o u r a
g g ea y g z
g
o o d w o r k h el od w or k t o t h e d ist r ic t man
g p by r ep o r t in
, g g o a er
g
o r t h ose in c h a r e
g .

T h e C o mpa n y h as
g rea t n ee d o f ev e r
y m ant h a t ca nb e p ro

d u ced init s st o r es and no o t h er p er so ncand o so mu c h t o w a r d

,

b u il d ing mea ns t h e st o r e ma na ger W h en you ca n p r o d u c e .

men c omp et ent t o r u n st o r es you a r e c omp et ent t o r unsev er al

st o r es ; a wal y s re member t h a t .

Th e ctu al instruction o f t h e s al es forc e now d evolve s

a

l argely on t h e st ore m an ager ; but not e ntir ely so T h e .

s al es m anag e r s ends his m ess age through t h e h ous e or

g an an
, d e v en mor e p e rson ally ye t through w e kly or , e

e v e n d a ily f o rm l ett ers s en t directly to each s ale sm n a .

Th e f oll ow i ng l ett er qu ot e d from P rint ers I nk o f

’

J uly 9 1 9 1 4 will show t h e n atur e and purpose of this

, ,

m eth od of tr aining s al esm en .

I ha v e c
nt l y b ec ome a sso c ia t ed w it h t h e mana g ement o f
re e

ine ff e c t a f ell ow w o r k e r w it h you int h is ent er p r ise

,
-
.

I t w il l be my p riv il eg e t o sa y somet h in g t o y ou fr o m t ime t o

t ime, n e c essa r il
y yb l e t t er I w ou l d mu c h p r ef er t o t al k f a c e
.

t o fa c e , bu t t h is is not p o ssibl e ina b u sin ess o f t h is siz e H ow .

e v er , I h o e w e w ill c ome t o k n ow ea c h o t h er v er y w e ll b y l et t er
p .

P erh aps it w ill be w o rt h somet h ing t o you , it may ev enmea n

a g oo d d eal t o o u , t o kn ow t h at t h er e is someon e u p int h e f r on t
y
 T RAINING OF RE TAIL SA E S L ME N 45 1

fi
of ce in R i “
k er s
’ ”
w h o is t h ere t o t h ink o f you , o ne w ho kn
ow s

t h at “
Ri k er s
’ ”
c a nno t g r o w b ig uness yo u g ro w , t oo l .

I m
’
not g o ing t o h and yo u a fi n e ine o f con er sa t io n nor l v
ma k e yo u an
yp ro m ises bu t , I f l t h t I nh
ee a ca el
p y ou . I kn ow

h ow h a r d it is t o meet t h e p bul ic d ily nd g a a row co nst a nt l y in

t he estima t ion a nd g o o d w o ill f t h p blic e u , so
yo u see I kn w
o

t he c l
d iffi u t ies o f yo u r p osit ion . .

I sh a ll t ry int h ese l et t er s t o t el you h o w l most of t h ese d iffi

cu l t ies ma y be o v c
er o me .

If I t lk
d t o yo u in a h u nd r ed et t ers,
a e co u d n ot
g i e yo u l I l v
any r ea l id
ea o f h o w b a d
y w e n e ed t o h a e
yo u g r ow W l
e n eed v .

you a s
yo u a r e b ut w e a r e a t u a l
y st a rving for you , a n d h un c l
d r ed s o f ot h er s, w h o a re g r ow i ng . T he o nl y w ay yo u ca ng row
is t o k eep d oing it a l it t l e bet t e r a l l t h e t ime .
“
It
”
is me re y l
k
t a in g p r o mp t ly,
p l ea sa n t ly a nd p o l it ely t h e mo ney t h a t peo
p le b r ing i nt o yo u r st o r e t o ea e t h e re l v .

227T h e relat io nof t rain

. in
g t o e m l
p y o m e nt a nd re el
fa r e — O f cours e t h e whol e subj e ct o f tr a i ning r e t a il

s al esm en is cl o s ely alli ed with t h e pro bl m f selecti ng e o

prop er p eopl e in t h e first pl ac e nd in coo pe rati ng with a

them for th eir w elfare af t er w rd T h e id eal arran ge a .

m ent is t co o rdin at empl y m nt educ t i n a nd

o -
e o e . a o

welfare u nd er one o ffici al o f t h e comp any and th at is .

b eing do ne in a numbe r f progressive m erc antile or o

a n i at ions But no m att e r h o w im port a nt t h e se lec tio n

g z .

o f p eopl e ma b e a g o od tr a in e r canm a ke a fai r sal es

y ,

manout of pr etty p oo r m t e ri al T he really se rio u s sit a .

u at ion is wh e re t h w lfare and duc at i o n al w ork is e e e

confus ed N o m tt r h w much trainin g is g i ven in

. a e o

person al hygi en e and gymn astic ex ercise th t al ne s. a o

will not m ak e e ffi cie nt s al es peO ple : and a fte r all t h e

s al arie s are p aid f r s lling go od s and mu st rem ain o e .

proporti onate t o t h e actu al sell ing ability .

Aft e r h aving c are fully se l ected t h e ne w re c ru it a nd

452 L
SA E S M AN AGE M E N T
a rrange d t o l o ok a ft er his physic l and m o ral w el f r e
a a ,

it is ne c e ss a ry t o t r a i n him f o his job ; a nd o n

r ly a
t h o rough groundi n g in t h e policy and sys t em o f t h e
store in t h e m erch andis e h e is to s ell and in t h e
, ,

principl es of s al esm anship canm ak e him a c ap abl e r et il a

s al esm an I f h e f ails t h e sto re must fail ; if h e succ eeds

.
, ,

his work will g o far tow ard m aki ng t h e stor e a suc

c ess With t h e pion ee r work which h as be en done by
.

such highly succ essful m erch ants as t hos e not ed in t his

ch apt er alw ays av ail abl e to anyon e i nter est ed t h e or
, ,

g an iz at ion of tr aining course s for r et ail s al es p eopl e is

on e of t h e a ids to succ e ssful m erch andising which n o

m erch ant be h e t h e own er of a mod est st ore of only a

,

f ew cl erks o r t h e pr o pri et o r f a s t o r r e qui i ng th o

o e r u

s ands o f s al e s p eo pl e cana ff o rd t ov rl k
,
o e oo .
 C H APTE R V I

SE LLING METH ODS—EQUI P MENT— T HE SALES M A NU A L

22 8 C on necessit y for new met h od s — Jus t as
st ant
m
. .

t h e s al e s m an ag er e xp e cts th at t h e me nu n d e r h i w il l
c o nti nu e studyi ng aft e r th ey h ave gradu at ed from t h e
tra i ni ng cl a ss so h e sh o uld hims e l f c o ntinu e to l oo k f or
,

new s elli ng t alks and new s e lli ng m e t h o ds a f t e r t h e first

fi eld exp e rim e nts h av e result e d in w o rki ng o u t m etho ds
th at s ell t h e go ods C o nstant study is nec e ss ary no t
.
,

on ly b ec aus e impro v ed m etho ds w ill re s ul t inincreas ed

s al es but b ec aus e m ethods us ed ov e r a nd o v e r aga in be
,

com e st al e to t h e av e rage s al esm a n a nd h e l o s e s his e tf ec

t ive n e ss inusing th e m N ew m et h o ds e v e ntho ugh th ey
. ,

be no b e tt e r th a n t h o s e disc a rd e d w ill usu ally r e sul t in

,

i ncreas ed busi ness f o r t h e s al e sm a n Lat e r h e may g o .

b ack t o t h e disc ard e d methods a nd b ec aus e th ey agai n ,

s eem fresh t o him u se th em with o ld tim e e ff ectiven e ss

,
.

229 S o u rce of n
. ew sellin g s ugg est io ns — Th e r e is .

on ly one source from which ne w s elling talks canbe se

cured— t h e m nin t h e fi eld Th at doe s n t m ean th at
e . o

t h s l es m an
e a ag e r r his a ssist a nts may n t g
o int t h e o o o

fi ld te st ce rt ai nth eo ri es and fi nding them sa ti fac t ry

e ,
s o .

p ass th em nt t h e o rg aniz ati n as t h e re sults o f e xpe ri

o o o

en c e I f t h e id eas o f t h e h us e a re not tested in this

.
o

m ann e r th ey sh uld he p as e d nt o a fe w o f t h e be t
,
o s o s

s al esm en with t he requ es t th at t h ev be tri ed o ut in field

w rk
o F o r e x ampl
. t h e s al e sm an in a n o rg ani za ti o n
e,

w hich h a d j ust i n augur a t d its firs t adv e rti sin g cam

e

p ga i n c mpl a in
o e d th a t t he prosp ect s w h n
i q u i red as s o .

453
454 L
SA E S M AN AGE ME N T
r sult of t h e adve rt isi ng knew all about t h e pr op o siti o n
e ,

fr om t h e l iteratur e s ent th em inr espons e t o t h e inquiry

a nd t h at t h e s al e sm n co ns equ ently h ad littl t o t lk
e e a

a b ou t T h e s l es m anage r s t h eory w a s t h at t his k n ow l

’
. a

e dg o nt h e p a r t o f t h
e pr o sp ct w as na dvant age and
e e a ,

by reli evi ng t h e s al sm no f t h e ne c ssi t y f goi ng i nt o

e a e o

d et ails g av e h im ano pportu ni t y t o t alk in t erms of ad

,

v nt ages and r esul t s Wh at w as n eed ed h e d ecid ed w as

a .
, ,

a m et hod o f pr es e n t at i on e n t ire ly di fferent fr om th at

ne c ess ary f or t h e prosp e ct w h o h ad no pr evious k nowl
e dg e o f t h e product S ev er l o f t h e b est m enint h e fi eld
. a

w re commu nic t e d wi t h and a t ent ative pr es ent ati o n

e a

s nt th em wi t h t h e r equ est t h t th y t ry it out Wh en

e a e .

t h e th e ory h ad pr o v d w ork bl e in pr c t ic e t h e n
e a ew a ,

m et h o d w a s giv en t o all t h e men as t h e r esult o f t h e

e xp e i nc o f t h b es t s l sm n
r e e e a e e .

I n ev ery org niz at i on t h er e ar s om e s al esm e n w h o

a ,
e

are appre ci bly str on a ger w ith s m e one cl ass of pros o

p eets t h anth y are wi t h any oth e r T h e s al e s m an ger

e . a

sh uld asc ert ai n t h e r easons for t his discov er t h e

o ,

m et hods us ed and p ass th em on for t h e b enefit of t h e

o t h e r m enin t h e org an iz at i on One m ech anic al d evic . e

s al esm an m y h ave p articul arly nat ur al and effect ive

a

m eth ods f i ntr ducing and impre ssing t h e prosp ect

o o

with c ert ai np oi nts Anot h er may h av e d evis ed sub t l e

.

m eth ods for se curing t h e pr osp ect s p articip ati on int h ’

e

s al e Th e s al esm an for adv ertis e d goods m y h v

. a a e

w o rk e d ou t m et h o ds o f sh ow ing w h at dve t ising is b i ng a r e

d one or t o b e d one or o f o t h erwis e linking up t h a d v

, e er

t isin g c amp a ign to s e cur e anord e r T h e s al e sm a n s ell .

in g t o d ea l e rs may be p a rticul a rly str on g in sh o wi ng t h e

d eal er t h at t h e go ods w ill m ov e or h e m y h av e d efini t e a

pl ans t o suggest f or m ovi ng th em such for ex ampl e s , , , a

t h e d em on stration pl a n f or m ovi ng knif e sh arp eners ,

 SE LLING M E T H ODS 4 55

which h as b een d escrib ed One m emb er of t he org aniza

. ,

tion will h av e a new w ay o f h and li ng e quipm ent an ,

oth er ne w s elli ng points or new me thod s of pre s ent ing

o l d on e s An o the r will work up stro ng r es e rv e t alks t o
.

be us ed wh er e t h e prosp ect is not close d by t h e m a in

body of t h e pr ese ntati on Still anoth e r wil l h av e e ffec t
.

ive w ays of anticip ati ng an d r em oving t h e u su al objee

tions Ag ain a s al e sm an may h ave anent irely ne w
.
,

pr es ent ation to b e us ed w h ere it is n ec ess ary t o c all b ack

on a pro spe ct T h e n ature of t h e inform atio n d esired
.

will b e dictat ed by t h e p articul ar lin e of busin e ss I t is .

on e of t h e s al e s m an age r s most import ant duti es to see

’

th at th es e s elling t alks and m ethods th at h ave prov ed

succ essful in practice re p assed on for t h e b enefit of
a

ev ery m embe r of his org an iz ation .

230 M e h o d s of
. t secu n
r i g s u gg est io ns — M uch of.

t his inform atio n will b e se cur ed in i n fo rm al talks be

tween t h e s al es m an ager and his me n Som e of it wil l .

be giv e n in t h e salesmens d aily l ett e rs to h im A sal e s

’
.

manwho h as s ecure d a good o rd e r sh ould be encourage d

to go i nto d et ail as to h ow it w as d o ne H e may do t his .

by writi ng a form al articl e fo r pub lic ation in t h e house

o rg an or h e ma b e nc our ag ed to writ e a le tt e r to t h e
, y e

s al es m an age r who canthe n edit it for t h e house org an .

T h e l att e r is pro b ably t h e b e tt e r m ethod .

S te nogr aphic not e s sh ould be m ad e of ev ery talk

m ad e by a s al esm anb e f re a trai ning cl ass or at a co n
o

ve n t ion I f o n
. e of t h e b e st s al esm e n is ino ff t h e road .

it may be w ell to enc urage s al esm enfrom ne arby terri

o

t ori e s to run inf r anh our s t alk with him S mall ia

o
’
. .

fo rm al m eeti n gs such as th es h ave bee n fou nd most

e

inspiring and h elpful to s al e sm en I f t he o rg ani za t i o n is

.

w orking with a prop e r Spirit t w o me mbe rs o f it ca nn o t

.

e t t o g th r with o ut xch angi n g i d e as a n d me th od th at s

g e e e
45 6 SA E S L M ANAGE M E N T
will be v alu abl e t o bot h This get t i ng t oget h er sh ould
. .

b e encour ag ed Whe r e t h e s al esm n are dispe rse d ov r

. e e

a l arg e ar ea c o rr e spo n
, d enc e b et w een th em should b e
promot ed .

This s ecuri ng o f se lling suggest ions is one o f thos e

ph se s of s al es d ep artm ent w ork which sh o w th t
a a

loy lty is not only a nam e T h e s al esm n w h o is dis

a . a

l oyal or w h o is a m emb e r of an o rg niz at i on l acki ng a

in t h e pr o pe r spirit will hug his m eth o ds of g t t i ng

,
e

busi ne ss to him s elf wi t h t h e r esul t th at th er e will be no

,

pr o fit i ng by t h e e xp eri ence of ot h er s ale sm en T h e .

l oy l m emb er of an enthusi astic organiz ati on w ill p ass

a

suggesti ons along with out r eserv e f or t h e b ene fit o f his

h ous e his s al es m an age r and his br oth r s al esme n
, e .

23 1 T h e st an d d el n
r s li t l k —Th s s elli ng p oin t s
. a g a e . e

an d s elling m ethods may o r may not be put i nt o t h e

sh ap e of a st and rd pr se nt ation T h st and ard pr e s
a e . e

en t at io nis a w ell work e d ou t t alk an d m et h o d of h an

d ling e quipm ent I t is g ener ally a c omp o si t
. f t h e be st e o

s elli ng pr actice T h e pr es nt ati o n will i nclud e b ot h

. e a

ve rb atim sp eech and i nstru cti ons for t h e h andli ng o f

e quipm en t during t h e t alk Sal es m anagers a divid ed
. re

as to t h e us e ful n e ss of a v erb atim m e t h o d o f pr es en ti ng

a pr o p o si t ion .T h e N ati onal C ash R e gist e r C omp any
which origi nat ed t h e st and rd pre s nt t ion and at one a e a

tim e insist ed up on the ir s al esm enl earning one v erb at im

h av e now ab andoned t h e m eth o d Th eir pr esent in .

st ru ct ion s t o th e ir s al e sm en are to h av e a thor ough

know l edge o f th eir pr oduct and its s elling poi nts bu t ,

neve r to m ak e up th eir mi nds b e for e th ey are f ac e t o

fac e with t h e pro sp ects as t o wh t th ey i nte nd s ayi ng t o
a

him— to l et t h e circumst anc es gov ern th eir op ening r e

m arks and s lli ng t alk
e .

I t is tru e th at not hing w ill d e stroy a m ans ini t i at i v ’

e
 SE LLING M E T H ODS 45 7

more quickly th an sp eaki ng a set pi ece over and o v e r

e v e ry d ay an d appro aching ev e ry prosp ect in e x act ly
t h s am e w ay
e F urth e rmor e it is d iffic u l t for me n o f
.
,

v aryi ng p e rs onali t i e s to m ak e a t alk th at th ey h ve a

l e rne d v erb atim s ound like th e ir own T h e w o rds th t

a . a

fit int o t h e p ersonali t y o f one mans ou nd strange com

in g fr o m a n o th e r T h e st and ard t alk is use l ess if t h
. e

pro spe ct is abl e t o disc e rn th at it is a set t alk which t h e

s al esm an h as l earn ed by h eart I t is true als o t h t .

, , a

m erely givi ng a st and ard t alk will s e cure but fe w o r

d ers Ev e n wh er e a st and ard t alk is use d addit i o ns

.
,

must b e m ad e t o t ie up t h e pro p o si t ion wi t h t he pros

pe et s i nt ere s t s ; and possibly c e rta i np arts may h av e t
’

,
o

b e l e ft out with o th e r prosp e cts B oth sal es m anage r .

an d s al esm a n should k ee p in mi nd t h e f a ct th a t t h men e

who are princip ally r esponsibl e fo r t h e working ou t of

t h e s elli ng t lk and m th ds e mb odi d in t h e pre s ent a
a e o e

tion are al ert mi nd d big pr duc e rs w h o would no t be

-
e , o

likely t o llo w th ems elv es t o f all i nto t h e rut of s ayi ng

a

e x actly t h e s am e thing o v e r a n d ov e r a g ain .

23 2 . F lexible u se o f t he nda rd p resent a t io n —

st a It .

m ay be l aid down as a go o d gene ral rul e th at a st and ard

pre s en t ati on sh ould be w o rk ed u t I n t h e s am e w ay o . .

st and ard r es erv e t alks and ans w rs to o bj ections should e

be d evise d Am pl e f o t n t s sh uld be add ed as a co m

. o o e o

m ent ary o n t he t alk Sometim e th es e foo tn o te s w ill

. s,

be m o re v o luminous th an t h e pr e s ent ation its e l f an d

p ossibly m re imp o rt ant A thoro ugh e x pl an ati o n o f
o .

why ce rt ai nthi ngs are s aid and don e at cert ain st age s o f
t h e pr s ent ati n will m k e it much easi e r t o pe r u ad e
e o a s

t h e s al e sm an of t h e us e ful ne ss f t h st and a rd pre se nt a o e

t i n an
o d m o r e imp o rt ant may sug g e st t o him o t he r
, .

meth ods f acc omplishing t he s ame obj ect w h ich are

o

m o re e ff ectiv e r b et t r fit his p er so n al i t y

o e .
458 SALE S M AN AGE M E N T
Th ere w as a t im e not v ery long ag o wh en a great
‘

m any hous e s insisted onall th eir s al esm en old and new ,

a like s t udying a stand ard pres ent ation and g iving it

,

v erb atim I t is generally r ecogniz ed to d ay th at ther

.
-
e

can b e no adv an t age in insisting up o n this as r eg ards

s al esm e n expe ri enc ed in t h e line Wh ether or not t h e .

ne w men sh uld be r equir d t o l ear n t h e pr e s ent ati o n

o e

w rd f o w ord will d ep end up on t h e i ntric acy o f t h e

o r

prop siti o n t be s old On t h e m o r e simpl e prop ositions

o o .

it m ay only b e ne c ss ary for t h e s al e sm anto g et anid a

e e

of t h general ou t li ne and s e qu enc e o f id eas and put t h e

e

a ctu al s lli ng t lk in his ow n w ords On prop o siti ons

e a .

r quiri ng an el ab o rat e xpl an ati o n o nec essit ati ng a

e e r

c ert in amount o f e duc ati o nal work right in t h e canv ass

a ,

it h a s b e n f ou nd th at t h e early succ ess o f new menis

e

gen r lly in pr o port i o n t o t h e accura cy o f th eir knowl

e a

e dg e f a st and a rd pr e s ent a ti o n a nd t h e ir abili t y t o u se

o

it e ff e c t iv ely .

I t may b e l aid d o wn as a gen eral pri nciple t h at t h e

new s al esm an should study t h e st and ard pr esent at io n
th or oughly and b e abl e to giv e it word for word I t .

should be impre ss ed upon h im h owever th at h e is not , ,

t o u se ind e fi n it ely this st and ard m ethod o f pr es enting

his pro p o siti on I t is m er ely a cl ear cut m eth o d of pr es
.
-

e nt t ion t o be us ed u ntil such tim e as h e d ev el o ps

a

m et h ds o f his ow n Wh en th at st age is r each e d it

o . ,

wil l furnish him with a track to ru n up o n in m aking

his t alk and will giv e him som ething t o say on thos e
d ays which com e t o most s al esmen whe n h e c ann ot be ,

o rigi n al I n sh o rt t h e new s al esm an should b e in

.
,

struct e d to l earnt h e st and ard pr e s entation th oroughly

—and th ngr adu ally forg et it
e .

233 E q u ipmen. t — T h e t erm e quipm ent includ e s

e v erything t h a t t h e s al e sm an c arri es to aid him in mak
 SE LLING M E T H OD S 45 9

ing t h e s al e ev end own t o t h e pe rs onal c ards with w hich

h e is furnish e d by t h e h ous e F r om a diff e re nt po int o f
.

vi ew it includ e s ids t o s elling r anging all t h e w y

, a ,
a

f r o m t h e cold fi gu re ridd e n pr o sp ectus of t h e bond

,
-

s ale sm an to t h e fifteen or twenty tru nks of t h e ge ne ral

dry goods man M uch as t h e s al e sm an s equipme n t
.
’

may v ary in diffe r ent lin es th ere are c e rt a in d e fini t e ,

principl es th at may be pro fit ably follo w ed inreg rd t o a

it and m any suggestions th at may l ead to it s impro v e

ment both as to conv eni enc e of form and force of s elling
a pp eal .

S p e ci al c ar e sh ould be t ak e n not to ov erlo ad t h e sal e s

man Wh en t h s al e sm anc arri e s his equipm e nt it should
. e

b e put up so th at it may b e c arri ed c o nv e ni e n t ly an d

should not b e so he avy as t o tire him and sap his e n e rgy
e arly in t h e d ay This c arryi ng ab out o f a h eavy equip
.

me nt h as a great d eal more to do w ith a m an s volume ’

o f s al es t h a n most s al e s m an a g e rs r eali ze I f t h e e quip .

m ent c onsists of s ampl e s c arried in trunks c are should ,

b e t ak en l e st t h e individu l pi e c e s e xc ee d t h e w ight
a e

th at may be c arri ed as b aggage o ve r t h e r ilroads a .

Wh eth e r or not the re will b e facilitie s for h andli ng a

l arge trunk line int h e town t o be visited h as t o be co n
sid ered . F or e x ampl e a C l ev el a n d bl nke t manu fac
,
a

turi ng c o nc ern which u su ally equi ps it s sale sme n w i t h

s eve ral l arg e trunks h as r c ently sta rt ed a sal esman in
e

anautomobil e m aking sm ll t o w ns o ff t h e r ail ro ad a It .

h as be e n n ec ss ary t cut d w n his eq ui pm nt to o n

e o o e e

trunk and t sh w t h e b al anc e f t he l in e by cat a log and

o o o

s ampl s of m at ri al
e e .

Tru nks or th e r c arri e rs f qui pm ent should be de

o o e

sign ed with a vi e w t acc essibility W ard ro be t ru nks

o .

a re l a rg e ly us d n w f r cl o th i n
e o g li nes Some g ood s
o .

w ill l end th e ms lv e et n ff ect ive dis pl ay fa te ned in

s o a e s
4 60 SA E S L M AN AGE M E N T
t he trays of a tru nk Sho es and milline ry might b e dis .

pl aye d inthis m anne r T h e s l e s m an ag er wi l l m k e a . a a

mist ake to sligh t th es e c onside r ations on t h e grou nd

th at t h e s al esm nh as pl enty o f tim e to arr ange his dis
a

pl ay ev enings and to p ack b etw een tr ains T h e s al es .

m anh as j ust so much e n ergy and a s much of t h at s is a

p ossibl e should be d ev ot ed t o t h e actu al s elling of g oods .

E qu p m nt w it h a n imag in
23 4 i e . a t ive app ea l — The .

e quipm ent should b e d e sig ned , if p o ssibl e, to a pp ea l t o

the im agi nati o n T h e s al esme n s elli ng appl e growi ng

.

l nds ina M o nt ana t r ac t a e equipp e d with a sm all c ase

a r

inwhich t o c arry s ampl e s of t h e appl e s grow n Th ese .

a e r en
r e w e d f r e qu ent ly o f co u rs e A s t ory is t old o f a
, .

gr cery s ale sm anw h o set out to m ark et a l arg e c nsign

o o

m ent of pru nes H e secur ed a numb er of pict ur es f

. o

t h e S an t a C l ar a V all ey in C ali f rni a wh er e t h e pru n s o e

w er grown H e s nt for pictur es o f t h e L oire V ll y

e . e a e

inF r anc e wh enc e c am e t h e slips f r om which his pru n s e

w er grow n H e th n c arri d s mpl e s o f impor t e d

e . e e a

F r ench prune s and of t h e prun es h e w as s elli ng As .

p r t f his d em onstr at i onh e w ould cu t one of ch v

a o ea a

r ei t y f pru ne nd wi t h t h e id o f a m agni f yi ng gl ass

o a a

sh ow t h at t h e te xtur e of his d om estic pru n w as j us t s e a

fi ne a s th at of t h e import e d v ari ety which w as much

high r pric ed
e .

F a csimil e l ett ers o f ind ors em en t ar e b ei ng fav ore d

m r nd more inli ne s o f selli ng wh ere th ir u se is pr e
o e a e a

t i bl e
ca Th es e l et t rs re v alu abl e not only for t h e d fi
. e a e

ni t s t t m nt s m d inr g d t o t h pr o duct bu t ls
e a e e a e e ar e , a o

t sh w t h cl ss f buy e rs
o o e aG r e t c r sh ld b e t k n
o . a a e ou a e

t o h ve t h e r pr o d c d l e t t e r l o k s much s p o ssibl
a e u e o a a e

lik t h e ori g i nal f t h e e ff ectiv eness of t h e f csimil

e , or a e

l ett er d ep ends to gr t exten t on t h e qu ali t y o f t h e

a ea

work .
 SE LLING M E T H ODS 461

23 5 V isu aliz in t h r o d t — T h e equipm ent ma

.
g e p u c y
be such as to visu a liz e t h e pr o duct Wh e ns ample s ca n .

b e c arrie d this i s simple W o rki ng mod els of reduced

.

siz e are som etim e s us ed Th e re is a s al sm an se lling

. e

dog coll ars who c arri es wi t h him a p ed igree d bri ndl e

bull dog on w hich t o displ ay his w ar s A l rge N e w e . a

York conce r n h as pu t out a foldi ng s t e reo sc o p e and is

m ai nt aini ng a s ervice w h ereby appro pri at e picture s to
be sh o wn init canb e m ad e S om e h use s a provid ing
. o re

th eir s al esm en with this foldi ng st ereo sc o p e and pictu re s

th at canb e us e d with it inexpl a ining t h e goo ds t o t h e
p o sp ec t
r .

T h e movi ng pictu re in a gr e at m any c as e s bids fa ir

t o sup ers e d e th e s e th e r m ean s o f v isu lizing t h e prod
o a

u et . A sm all proj e ct i ng m achi ne w hich t h e s l e sm an a

can c arry with him h as b ee n d evis ed C once r ns h av e .

b een org aniz ed wh o s e busin e ss it is t pre p are comm e r o

cial films for t h e u se o f s al e sm e n M achi ne ry is no w .

b e ing shown in o p er at i o n by this m ethod Ex plosiv e s .

a re b e ing de monstr at e d by movin g pictu res A co nce rn .

m aki ng au t om obil e tire s is sh wi ng by m vi ng pi ct u re s o o

t ke nat it s pl ants t h e pr c e ss f m nufac t ure nd t h e

a o o a a

rigid t ests t which t h e t ire s a r put S tyl e s re als o

o e . a

b ei ng d m nstr t e d in this m a nn r n living mo d el s

e o a e o

—
.

23 6 E q uip men
. t w it h ou t salesmen A l arge sh oe

a mong its custom ers un cc om pani ed by a sal esm an a .

T h e trunk is c onsign ed t t h e d e ale r w h o u pon m akin g

o .

his s el ecti o ns fr m it d el iv e rs it t t h e exp re s comp any

o ,
o s

c o nsigned t o t he n ext d eal er o nt h e r ut e Thi s m eth d o . o

is used t suppl em ent t h e wo rk of t h e salesman bet w ee n

o

visits A l arg m chin ry m anu factu re r is w o rking o n

. e a e

a pl an to r o ut e m o v i ng picture film o f h is machinery in s

4 62 SA E S L M AN AGE M E N T
much t h e s am e m ann er m aking arr angements wi t h ,

loc al moving pictur e hous es t o sh w t h em priv at e ly b e o

f or e t h e pr o sp e ct This method is c ap abl e of applic a

.

tionin m any lin es .

23 7 K eepin t h e e q i m nt f r e h — I rr e sp ectiv e of
.
g u p e s

th e p articul ar t ype o f quipm ent it s att r ct iv en ss e , a e

sh ould be c onsid ered T h e m or o cc o w allet o f t h e b ond

.

s al sm n l ends a digni t y t o his prop o sit i on G od sub

e a . o ,

st an t ial t ru nks giv a sugg esti onof st ability t h at t r ans

e

fers its elf t o t h e hous e T h e h et er ogene ous m ass of cat

.

al o g s t h at e c a rri d by m a n
ar e y ffi c e furni t ur or g en o e

e a l s t at i n
r ery s l sm nc nb e m a d
o a e e t t r c t iv e by b e i n
a g e a a

put int o uni form l eath er covers P o ssibly t h e wh ol e .

may b e put i nt a l eat h e r c as e o f g o od qu ality

o .

T h e s al es m an g e r sh ould al w ays see to it th at t h e

a

s le sm an s e quipm ent is k ept in t h e pi nk o f c onditi on

a
’
.

Equipm ent g et s ld nd d og ear e d so gr du ally th at

o a -
a

t h e s al e sm n is lik ely t o o v erl oo k it s di n

a gi ness M any .

s ale s m an g ers set asid e one eve ni ng a w eek duri ng

a

which t h s al esm an is t o go ov er his equipm nt and s nd

e e e

inr equisi t i ons for r e pl enishm ents I ns om e li nes cl oaks .

,

an d sui t s cl othi ng or m e ns h ats f or e x ampl e it is im

’
, , ,

p o ssibl t o duplic at e s ampl es be c ause o nly one o f a ki nd

e

is m d e up for each s al sm anand work is not st arte d on

a e

t h r e gul ar li ne u n
e t il af t e r ll o rd e rs h av e b ee n r e ce iv d
a e .

I n this c s e t h e s l e sm an should b e impr e sse d with t h e

a a

import anc e o f k eepi ng s ample s cl e anand in good c ondi

t i onan d provisi o n sh ould b e m ad e t o m ak e this e asy .

23 8 Arran e m en t n d se o f e q i m en t — A pl ce a
.
g a u u p
for ev eryt hi ng and e ve ry t hi ng nits pl ac e appli e s with i

e sp e ci al f o rc e in t h m tt r o f equipm ent T h s l e s
e a e . e a

m n sh ould b e abl e t o l y his h ands on any si ngl e pi ece

a a

o f it wi t h ou t t h e sligh t s t d el ay A break int h e s lli ng

e . e

t lk d u e t t h e sa l esm ns i nability t o fi n
a o a
’
d a p articul ar
 SE LLING M E T H ODS 4 63

pi ec e of e quipm ent or to loc at e a c erta in indorse ment

l etter is likely to br eak t h e ch ain of t h e pro sp ect s inte r ’

est an d d estroy t h e possibi lity of a s ale T h e rep ack ing .

o f t h e e q uipm e nt sh o uld b e don e in such a m ann e r t h at

t h e s ale sm an will h av e his equipm en t r eady for t h e n ext

pres ent ation without any re arrangem ent -
.

Abov e all t h e s al es m an ag e r sh ould im pre ss upon his

,

s al esm e n t he import ant f act th at t h e equipm e nt is use d

to illustr at e t h e salesmens s elling t alk and not t h e t a lk l
’

to expl ain t h e equipm ent .

239 T h e sales man

. u a l — I t is not unusu al to embod y
.

in a s al es m anu al all inform ation on sel ling t alks nd a

s al es m ethods t h e h andl ing of e quipm e nt app eals to

, ,

spe ci al cl asses of prosp ects re s e rve t alk and answers t o

,

obj ections I f a stand ard s elling t alk h as b een de vised

.
,

this with its footnot es will occupy a prominent pl ace in

t h e m anu al Ev e n though no st and ard pre s entation is
.

includ ed t h e b est t e st ed method s o f appro ach d emon

, ,

st r at ionan d closing will be giv en an d t h e v a riou s s e ll ing

poi nts of t h e product enum erated s th at t h e sal esm an , o

thoroughly f amili ar with t h e m anu al may pres e nt his

proposition in int ere sting and co nvincing fashion and
h av e at his command answ ers t o qu est ion s and objec
'

tions .

T h e m anu al should also cont ain info rm at ion co n ce rn

ing such offic e procedure and house po licies as is acces
s ary for t h e s al esm an I t may contain a hi sto ry o f t he
.

hous e and of t h e d ev elopm ent o f t he prod uct No r are .

articl e s o f a pur ely inspir ation al n at ure by an y m e an s

out of pl ace .

24 0 M an
. u al sh o u ld provid e in fo r ma t ion a nd in pi a

ra t io n— T h e s al es m anu al should be writte n not o nl y

.

with t h e id ea o f s e rv ing as a text book fo r new me n but .

a s a s ou rc e of info rm ti o n a n d in sp i rati o n t t he old e r

a o
4 64 SA E S L M AN AG E M E N T
me n of forc T h e s l s m anager sh ould encour age
t he e . a e -

t h e m enin t h e fi eld to r ea d it f r e qu e n t ly so t h at t h ey
m ay b e r e mi nd ed o f g oo d s elli ng p o i nt s and g oo d s ell
ing t alks which t h e y m ay h av e f o rg o tt en T h e w ri t i ng
‘

of the s ales m anu l is a t sk w o rthy o f t h e b est t al nt

a a e .

I t sh ould be inspir ation al in t one and i nt ensely i nt r e

es t in g .

2 4 1 F o rm of t h e sales man
. u al — I t is n ot n c e ss ary . e

th at t h e s al es m anu al be el ab or t e in o rd er t fulfill a o

t he s e func t i n s T h e fo rm is s ec nd ry in imp or t nc
o . o a a e

t o t h e c on t en ts I t is not ne c ss ary nor is it g oo d busi

. e

ness t o h av e pri nt ed m anu al whe r e t h e f orc e is sm all

a .

M u lt ig r ph ed sh et s will s e rv e as w ell I t is a g ood

a e .

id ea t o h av t h e s le s m nu l in l o os e l ea f f o rm si nc e
e a a a -

this ll o ws f r nec ss ary ch ange s and ddit ions nd pro

a o e a a

vid e s for t h e m aki ng up f sligh t ly di ff rent m nu als o e a

to sui t di ff erent cl ass e s of r pr e s ent at iv es F or ex e .

ample c e r t a i n things i n
,
clude d in t h e s al e s m nu als o f a

br nch m anagers canb e omitte d fr om th at o f s l esm en

a a

or d eale rs .

24 2 S o u rces of ma t eria l for t h e ma n

. u al — T h e s t en .

o rap h ic r p r t s o f t a lks m ad
e o in t h t r ai ni ng cl ss e e a
g
an d st enogr phic r e p orts of t h e pr o ce edi ngs o f t h e
a

an nu al s al s c onv ent i ons will s erv e as t h e b ackb one f

e o

t h e s al e s m n u al This will be suppl em nt e d by info

a . e r

m ati on g t h e re d from t h men in t h e fi eld W e h v

a e . a e

alr e ady discuss ed m et hods of s curi n g inf orm t i onfrom e a

t h e s l e sm n I t is not u n
a e . usu l t o g o b out g t h eri ng a a a

this i nform t i on f or t h e s al e s m nu al m or fo m llv

a a e r a .

All o f t h e m enm y be r qu e s t e d t o h elp g et up t h m n

a e e a

u al by c o n t ributi ng t h eir b e st t lks Th ey m ay furt h er a .

be sk ed t o s t at e t h e obj e ctio ns t h ey fi nd m o s t di ffi c l t
a u

t o ov e rcom T h e ob j ections will th enbe c omp ar ed and

e .

cl assified according to v o cations N ext t h e m n who .

, e
 SE LLING M E T H ODS
are s t ronge st in s ell ing th e s e v arious vocations will be
a ske d t o giv e t h e ir b e st a rgum en t s for o v e rco ming t h
e

o bj e cti o ns in qu e s t i o n.Th ey may be aske d as w ell for

a st at e m en t of t h e m ethods th ey u se inapproaching and
h andling prosp ects in th eir fav orit e fields .

A ma nu al pre p ared in this w ay m ee ts with favo r

among t h e menb ec aus e t h ey f ee l th t th e y h av e h elp e d
a

to wr it e it and th at it co nt ai ns a dige st of all t h e m eth

ods o f t h e b est menon t h pro positio n Th at is most
e .

import ant A th e oretic al o r o ffice m ad e manu al—o r

.
-

wh at amou nts to t h e s am e thi ng o n th t is c o nsid e re d

, e a

so by t h e men— is s eld om if ever ei t he r s atisf cto ry o r

a

eff e ctive . T h e s al e s m anu al in its fi n al f o rm should

represent t h e succ e ssful exp eri enc e o f t h e most cap able

menint h e fi eld .

Il l —80
 C H AP T ER V I I

C O MPENSAT I O N— TERRITO RY— REC O RDS— STATI STICS

243 . W h at a p l a nof co mp ensa t io nsh oo mplish
u ld acc .

— T h e obj c t s t o be c onsid re d in fixi ng t h

o e e mou nt of e a

c omp ns ati on and t h e m nner inwhich it sh all be p aid

e a

ar : s ecuri n
e g t h e typ e of men d esired ; k eepi ng t h em
w orki ng at m ximum effici ency ; and ret a mng th em in
a i

t h e o rg aniz at io n I n this c on
. n ect i on it sh ould be re ,

m mb er ed t h at in t h e b e gi nni ng o f m o s t conc erns a

e

st r ng typ e o f sp eci al t y s al sm an is ne d e d and only

o e e

th at t yp e w ill succeed Such m n r equire nd e n

. e a ar e

t i t l d to f airly l arg i n
e com es As t h e prop osi t i on be
e .

c om e s b ett er k now n and b t t e r advert is e d it gr du lly

e a a

b c om e s easi er t o se ll and th ena sligh t ly di ff er ent t yp e

e ,

o f s al e sm en m a r ea son ably b e e xp e c t ed t o succ e ed

y .

Wi t h t r aini ng m eth ods fairly w ell es t ablish ed you nge r ,

men and m eii with ou t previ ous s e lli ng exp e ri enc e m y a

be add e d t o t h e org aniz at io n I t is not n ce ss ary t o pro

. e

vide l arg e r emun er ati on for th es e men at t h e s t art .

T h e av er a g e cost o f m aki ng a s al e t h er e f or can b e ,

e,

re duced This should not be u nd ersto od t o m an th at

. e

ane ff o rt should b e m ad e to r educ e t h e i n com es o f t hos e

m enwho h av e s old t h e pr op o siti oninit s e arlie r st ag es .

T h e progr e ss of a s al esm an who h as m ad e go o d sh ould

alw ays b e in t h e o th er dire cti on I t appli e s only t o new
.

menb e ing add ed t o t h e o rg aniz ati on .

2 4 4 S al ary an
. d exp en ses — Sal ary an d e xp ens es is
t h e o ld e s t and prob ably t h e mos t pr ev ale nt m et hod o f
p aying s al esm en I t affords t h e s al es m an ag er alrnost
.

4 66
 COMP E N SA T I ON 4 67

p erfe ct control ov e r his men The y canbe rout ed from .

town t o town i nstruc t ed how l ong to st ay in a t o wn

,

an d whom to see whil e ther e Th ey canb e r equired t

. o

m ake out any reports t h at t h e s al e s m an ag r may d ee m e

ne c ess ary and b e instruct ed to do work o t h er th an s ll e

in g if em e rg ency r e quir e s it I f t h e hous e d e .ms it e

advis abl e t o m ak e sm all isol at e d tow n , s w h ere t h e s al e s

will b e f ew and is willing t o pay t h e s al esm an s s al ary
,
’

f or doing so th at is t h e b u sin e ss o f t h e hous e an d n

'

, ot

t h e s al esm an T h e s am e thi ng appli e s to t h e d oing o f

.

missi onary work wh er e no imm edi at e s al e s are prob abl e .

A firm a dv ertisi ng nati onally t o cre ate a consum e rs d e ’

m and and th ere fore d esiring almost p erf ct d ist ribu

, e

t ion will do w ell to u se t h e s al a ry an d exp e ns e b asis o

f
f

remuner ation .

I t h as h oweve r at l east one great dis adv ant age

, , .

Th er e is no imm edi at e incentive t o stri ve u nce asing ly i

a ft e r big busi n e ss Of cours t h e s al e sm an s s al ary is ’

. e,

usu ally fix ed by ddi ng his s l ary and expense s and d e

a a

t ermin ing wh at p erc ent ag e o f his gr o ss s al e s th ey co nsti

tut e and r ais es are m ad e ont his b asis t t he end of t h e
,
a

y ear This would seem t o h ave t h e e ff ec t of s t imul ating

.

t h e mento gr eat e r e ff o rt but most s al e s m an ag e rs w o ul d

t e stify th at it r ath er h as t h e eff ect o f causi ng t h e s al es
manto sl o w down wh e n h e is pro duci ng su ffici ent busi
ness t o w arr an t his pres e nt s al ary Thi i probably fur . s s

t he r acc en tu at ed by r eas n o f t he fact th at most house s

o

s eem av e rs e t o allowi ng a s al smans s alary to reach t oo e

’

l arge a figu re ve nth ough t h e vo lume f his sale s w ould

, e o

s em t o w arrant it
e

—
.

2 4 5 S alary an
. d co mmi io n T o combin e t h e ad van
ss

t age f co ntr l nd directi n f t h e man a ff orde d by

o o a o o

t h e s al ary b a sis a n d t h e adv n ta g o f su pplying anin

a e

c n
e t ive t big s ale s which is i n
o h ere nt in t he str aight co m
4 68 SA E S L M AN AGE ME N T
missionpl an m any h ous es b ase th eir comp ens ation on a
,

combi nat ion of s al ary and commission T h e s al ary is of .

,

c ours e sm all e r t h anif it w ere t h e only r emuner ation and

,

t h e r at e of c o mmission must be about h alf or e v n l ess e

th n h alf o f th at which could b e allowed on t h e straight

a

commissi o n pl an U nd er this pl an t h e s al esm an s ex

.
’

p ens e s may or may not b e p aid by t h e house Some .

hous es ino rd er t o s t re ngt h en th e ir control over t h e m n

, a ,

a gr ee t o p ay his r a ilro ad exp en s es whil e tr av eling at t h e

dire cti o n of t h e h ous e .

Th ere are almost countl ess v arieti e s of t h e s al ary and

commissionpl ans of p aym e nt Quit e a usu al provisi n . o

is to pay no commissi on in a ddition t o t h e s al ary if t h e

s al e sm an t ake s l ess th an a pr escrib ed am ount o f busin ess
in any p eriod .F o r an a mount of busi ness abov e his
mi nimum and up to a ce rt ain high e r amount a sm all ,

r at e of commission will b p aid B eyond t his t h e r ate of

e .
,

c ommission gradu ally i ncr e s s for i ncreasi ng amounts

a e

o f busi n e ss
. I n li ne s wh er e t h e s al e sm an is all ow e d
l eew ay in qu oti ng pric es h e may be suppli ed with t h e
\
,

ost of e ach articl e and his c ommissi onfigured as a cer

:ain p ercentage of t h e price h s ecu res over and ab ove e

this c o st figur e This is of course a strong inc entive

.
, ,

to t h e s al e sm an to h old up pric es .

As a g ener al rul e it will be fou nd t h at s easoned s al e s

men p articul arly in sp e ci alty li ne s will pre fer t o w ork
, ,

on a str a igh t commissi o n b asis T h e promisi ng y ou ng

.

fellow w h o h as n ev er done any s elli ng h ow ev er is l o th , , a

to try his h and ona straight commissionb asis eve n aft er

a thorough tr aining T h e s al ary and c ommissi on b asis
.

h as t h e adv a nt a g e ov e r t h e str a ight commissi on pl an of

a ttr a ct ing this cl ass of n ew m at eri al t o t h e org aniz ati on .

I ncr ea s es in t h e s al sm an s comp ens at ion u nd r t his

’
e e

pl an may be m ade e it h er by increasing his s al ary and

 C OM P E N SATI ON 4 69

a llowing his r ate s of commission to r em ain sta t ion ary ,

or by al lowing t h e s a l a ry t o r em ain sta ti o n a ry an d in

creasing t h e rat e s of commissi on T h e form er wil l be .

found t h e most fe asible m et h o d to ad opt incase t h e house

h as a v arie d lin e and a wid e r ang e of commission r at es
onindividu a l it ems .

246 S t raig h t co mmissio n— I t is oft en ar g u ed th at

. .

t h e hous e knows wh at p e rc en t age o f sal e s it cana ff ord t o

ay ou t in s elli n g xp ns s nd t h t it will try to void
p e e e a a a

p ayi ng m or e t h anth at figure I nits e ff o rt to do so it

.
,

o f t enp ys c on a side rably l ess and in t h e l ast an alysis t h e

s al e sm an s comp ens ati on wi ll alw ays be fix e d ona per
’

cent ge of s al e s b asis Why no t t h e n pay this pe rcent

a .

a g e out as c ommission in t h e first pl a c e ? I t f u rni sh e s t h e

s al esm an wi t h a direct inc entive inasmuch as t h e re sult

of a w ee k s go od work is shownimm edi at ly in t h e si ze o f
’
e

t h e s al e sm an s w eekly remitt ance I t vi rtu ally m ak e s t h e

’
.

s al esm an a p artn er of t h e house t h e sal es mani nve sting

,

his en ergy and exp ens es a g inst t h house s c apital a e

’
.

D oubling his energy doubl e s t h e s al esm a n s ea rni ngs

’
.
,

I ncrease s in comp ens ati on are t ake n c are o f autom at

ical ly T h e hous e t oo h as t h e adv ant ge o f knowing
.
, , a

d e finitely just wh at its s elli ng expense is goi ng to be I t .

p ays out n othing to t h e s al e sm an u nl e s s o rd e rs are ac

t u ally re c eiv ed .

This pl an too h as its dis adv ant ages T h e cont ro l o f

, ,
.

t h e hous e o v e r t h e s al e sm anis w eak en ed H e fee l s t h at .

h e is p a id a co mmissi on f ge tti ng bu sin ess and d oes

or

not feel unde r oblig ati ont o m ak e out re ports Ev en if

~

h e allows t h e hous e t o dire ct h is mov em ent s within his t e r

r it or
y h,e will b e sur e t o bl am e l ack of bu sin ess u pon

such direction U su ally h e will in si st th at as h is earn

.

ings are d ep ende nt upo nhis g ood j ud g m ent he sh ould .

be all ow ed to ass um e full d irec t ion of his ow nw o rk I t .

470 L
SA E S M AN AG E M E N T

is d oubtful if it is ev er possibl e t o dir ect t h e s al s e

manto t h e s am e ex t ent as unde r a s al ary arr ang em ent .

Th ere is d anger furth ermore of t h e s al e sm ns f eel

, ,
a
’

ing th at h e is u nd r no oblig ation to work const ant ly ;

e

his mon ey stops wh en h e stops so wh eth er h e w orks o

,
r

not is e ntir ely his o w n aff air I t h as previously b een

.

p oint ed out th at this attitud e is likely to c aus e fl u ct u a

t i ons in t h e amount of busin ess and v ari at i ons in t h e
e xp ens e of h an dling it at t h e hous e T h e ch anc e s are
.

t h at t erritory will not b e w o rk e d a s thoroughly a s t h e

s al es m an ager would lik e t o h av e it work ed I n som e .

li nes t h e commissi on s al e sm an may m or e readily over

,

s ell a d eal er th an woul d t h e s al esm an on a s al ary I t .

should be m enti oned h er e t h at l y al t y and a prop er esprit

o

d e corps int h e org aniz ti on will e limi nat e t o som e ex

a ,

t ent at l east cert ain of t h e dis adv ant ages enum er at ed

,
.

24 7 T h e d raw in a ccou n t — S om e h ous e s allow a

.
g
dr awing accou nt in c onnection wi t h t h e s t r ight com a

missionpl anof c omp ens ati on A s al e sm an st ar t i ng in

.

an d h avi ng a f amily t o supp o rt or ot h er oblig ations t o

m eet is likely t o d esir e a drawing acc ou nt t o gu ard
ag ai n st any un exp ect ed d el ay in reachi ng a s at isf ac t ory
vol um e of s al es Anoth e r m ay wish to e qu liz e h is in
. a

c om e by t aking a stipul at ed am ou nt e ach w eek in pl ace

of wid ely v arying commissi on ch ecks And it must b e .

c onfess ed th at s om e s al e sm en exp ect t o be in d ebt t o

th eir c onc erns const antly Th ere w as a tim e wh endr aw

.

ing accounts w er e pr etty fr eely gr ant e d and it w as n ot

u nusu al f or anu nscrupulous individu l to be receivi ng a

draw ing acc oun t s from s ev er al di ffer ent sourc es M ost .

h ous es tod ay wh er e a dr awing account is all owed

, ,

i nsist up on it s b eing reg ard ed strictly as money bor

r ow ed w hich must b e r ep aid at t h e first Opp ortunity .

Ov erdraft s e h eld d w n n t nly b ec aus t h e s al e s

ar o o o e
 CO M P EN SAT I ON 47 1

m an ag er does not wish to pl ace himse lf in a position

wh ere t h e s alesm an s l eaving will c ause a h eavy l o ss to
’

t h e conc ern— for ov erdr af t s which are p a id up aft e r t h e

s al esm an l eav e s are t h e exc epti on— but be c aus e ov er
dr afts repres ent a r educti on of t h e concern s ca sh re ’

sources .

I na f ew exc eption al c as es a dr awing acco unt will be

gu rant eed Th at is a cert ain am ount o f mo ney wi ll be
a .
,

p aid t o s al esm en p eriodically for a stipul ated t im e and ,

will be deducte d from t h e s al esm an s e arn e d commis ’

si ons ; but h e will be und er no oblig ation to pay b ack any

money in cas e his commissions fall short of t h e gu aran
t e e d am o unt .I n g en eral it may be s aid th at t h e practice
,

of allowing dr awing accounts is b eing much cu rt ailed .

2 4 8 B l o ckin
.
g o u t t er rit o ry
— T e rrito ry is a distin ct
.

ass e t to t h e hous e T h e s al es m an a ge r should h av e a

.

cl ear idea of t h e v alu e of this ass et and t h e retu rns to be

e xp ect e d from it A t erritory th at is too small w ill dis
.

c ourage t h e s al e sm an and prev ent his produci ng a l arge

v olum e of s al es A t erritory which is t oo l arg e will be
.

skimm ed ; and t h e hous e th ere fore will not g et all t h e

, ,

busin ess to which it is entitl ed I n t h e early tag es o f . s

a pr o position t h e t e rrit o ry s eems l arg e an

, d t h e numbe r
o f s al e sm en av ail abl e sm all T h e hou se canbe li be r al
.

with territory Ev entu ally th ere comes a time h o w ever

. . ,

wh en t erritory must be w rked i ntensively if t h e hou se o

is t o continu e to grow I f wh en t h e h ou se h as co ve red

.
,

as l arg e anar ea in s e arch o f busin ess as t h e n atu re o f

its products will p ermit t erritori es a re t wi ce as large as

,

th ey should be t h e hous e will be doi ng bu t h alf t h e busi

,

n ess th at would be p ossibl e if t erritories w ere di vid ed

an d t h e forc e of s al esm e ndoubl ed .

F igur es sh ow ing territo ri al con d iti o n s ma

y co m e fro m

t h e U nit ed St at es C ensus go v ernm en t al re po rts an , d

4 72 L
SA E S M AN AG E M E N T
tr ad e j ourn als ; previ ous expe ri enc e and records of t h e

fi rm s p erson al i nv e stig ations m ad e by t h e sal e s m an

’
a

g e r ,his a ssist a nts or fi eld r epr e s e nt ativ e s ; an d from lis t

ing and dir ectory conc erns whos e busin ess it is to com
pil e this sort o f i nform ation .

T h e s al e s m an ag e r will know wh at cl ass e s of p e opl e

or busin e ss e s are possibl e prosp ect s F rom on
. e of t h e

s ourc es enu m erated t h e numb er of pro spe ct s int h e ar ea

,

t o be c ov er ed should be a sc e rt a i n e d by su bdivisio n s F or .

e x ampl e if t h e whol e U nit e d St ate s is to be c overed ‘

t h e numb er of prosp ects by cou nti e s may b e t h e b asis

of apportioning territori e s I n t h e c ase of a j obbing
.

hous e s erv ing a more limit ed area t h e numb r o f pr o s

, e

p eets in each town canbe t abul ate d N ex t t h e num .

,

be r of prosp ects th at a s al e sm ancanc all upon and dis

pos e of d aily sh ould b e d et ermin ed Th en it should be
.

d ecid ed how often a t erritory must be thor oughly

work ed T h e whol esal e gr ocery hous e will h av e it s s al es
.

m anc all uponit s cus t om ers ev e ry t w o weeks T h e dry . .

g ods s al esm an will pr ob ably eall about four tim es dur

o

ing t h e y ea r .I n t h e c as e of som e sp eci alti e s wh ere a

man is s old but onc e it may be w ell t o allow a con
,

side rabl e l aps e o f tim e b e t w e enw o rki n gs of a p articul ar

t own or c ou nty With t h e i nform ationi ndic at ed in h and
. ,

it will b e possibl e in m o st lin e s by multiplyi ng t h e nu m

,

b er of prosp ects th a t canbe s een ina d ay by t h e num

b er of d ays th at should el aps e b etw ee n w orkings of a
t erritory to e stim at e t h e numb er of prosp ects th at
,

sh oul d be co nt ai ned in t h e id eal t erritory .

E ach t erritory shoul d the n b e l aid out as n early as

p o ssibl e with a vi ew to m aking all p arts e asily accessibl e
f r om som e c entr al st arting point ; This will diminish
t h e a m ou n t of railro ad fares and en abl e t h e s al e sm an
t o g e t to his h eadqu art e rs more fr qu en t ly
e This is .
e sp ec ially import an t w h e n t h e s al e sm an h as a family .

I t will be s ee n th at t erri t o ri es in t h e E ast wi ll be f air ly

c mp act whil e th o se in sp ars ely se ttl ed dist ri cts in t h e
o

We st may cover a co nsid er abl e area and n ece ssit at e

much trav eling This will te nd to cut do w n t h e num be r
.

o f prosp e cts in a n id eal t e rritory in t h e W e st a n d in

creas e t h e numb er in east ern t erritori e s .

2 4 9 App o rt io n in ci t t rit or — I n h ndlin a

.
g y er y a g .

product prosp ects for which are fairly n um e rous it w i ll ,

o ft e n be found n e c ess ary to h av e mor e th a n o n e sal e s

man st ation ed in l arg e citi es T h e city may th e n be

.

district e d or it may be found adv ant ageous to apportion

cert ain cl ass e s of prosp ects to each sal e sm an i rr espe ct ive
of t h e prosp ect s loc ation in t h e city
’
.

250 . M inimu m bu siness and g u a ra nt eed t errit ory

.

It is w ell t o d et ermin e t h e minimum volum e of busin e ss

th at should be exp ect ed from a c e rt ain t e rritory and t o
m ake it i ncumb ent upon t h e s al e sm a n t o p roduce that
a m ount o f busi ne ss or r eli nquish t h e t e rrito ry f o r n o e

l ss d esirabl e This e stim at e will be ba s ed t o som

e . e

e xt ent upon t h e p ast p erf o rm anc e s a nd t h e ability o f t h e

s al esman but princip ally upon t h e possibiliti es of t h e
t erritory .

I t is qu ite common for h use s to g u arantee t err itory

o .

Th at is a s al esm an will be p aid a commission or g iven

,

credit for busin e ss c oming from h i t errit o rv even s

th ough h e may n t h v directly influ enced t h e pa rti en

o a e

lar s l e a S m e tim e s full co mmi sio no r cre di t is g i ve n

. o s

but m o r e o ft e n a s al sm n rece ive s o nly a pe rce n t age o f

e a

th at t o which h e w ould h av e bee n e ntitled h ad be t aken

t h e busin e ss p e rso n ally U su ally a s alesm an is start ed
.

w ith a co n ce rn with ut gu ar anteed te r rito ry and late r

o

gr nt ed it as a fo rm o f re w ard fo r inc re ased busin ess

a

o r l ength o f rvice se .

2 5 1 R eco rd s of w o rk in t errit ory —T h e pract ice o f

.
474 L
SA E S M AN AGEM E N T
h aving p erm an ent re c ords o f work don e by t h e s al es
m en in t h e se v er a l t errit ori es v ari e s w i t h di ff erent c n o

c erns nd indi ffer ent li ne s of business Wh er e full in

a .

f orm at i o n is d sir ed t h e t errit o ry can be c ard e d w i t h

e ,

t h e n am e o f e ach i n dividu al pro sp ect D uplic at e c ards .

canth enb e f o rw ard ed t o t h e s al e sm an at about t h e tim e

th at h e sh ould c all upont h e prosp ects T h e s al esm an . ,

aft er h e h as m ad e his c all re p o rts t h e r e sul t , f t h e int er o

v ie w ont h e c ard A c ert ain limi t for t h e r eturni ng of

.

th e s e r p orts m y be set and a t ickl er sys t em i nst all ed t o

e a

see t h at r epor t s ar e m a d e T h e s al e sm n c alli ng upon

. a

new prosp ects o f his o w nini t i ativ e m y r ep ort onbl ank a

c ards furnish ed for th at purpos e Th es e a e but t h e . r

g en eral ou t lin es of one o f m any syst ems th at may be

provid e d t k e p tr a ck o f t h e thor ough ness w i t h w hich
o e

t rri t ry is w o k e d
e o Th or ough r c o rds f this nat ur
r . e o e

wh enth ey are not t oo exp ensiv e will d o much to p oint

o u t Opp rtu n o i t i e s f or i ncrea s e d busine ss .

2 5 2 S les d ep r t men
. a t reco rd s an
a i
d st a t is cs
t — I t is
not ou r purp o s e h er e to give d et ail ed d e scrip t i ons of t h e
v arious syst ems inu se int h e s al e s d ep ar t m nts of v ari e

ous c once rns t hr ough out t h e c ountry nor t o give any

dir ect i ns for t h e h andli ng of t h e purely cl eric al records
o ,

but r ath er t o i ndic t e t h e nature of t h e i nform ati on t h at

a

a s a l e s m an a g e r should h av e con st antly b efore h im or

at l e a st quickly av a il ble N or should it be und ersto od
a .

th at al l o f t h e r ecords and st at is t ics enum erat e d are

n ec ess ary in ev ry c as e I t is obvi ously unn ece ss ary t o
e .

S p en d m ney m ki ng r ec ords o f t hi ngs t h at are e asily

o a

r em emb ered R ecords n ece ss ary t o k eep in cons t nt

. a

t uch wi t h a s al es forc e of one hu ndred w ould b e in

o

great p rt u nnec e ss ary in h ndli ng a force of t en T h

a a . e

r c rds n ec ess ary d p end furt h er up on t h n tur e f t h

e o e e a o e

busi ness I t is l ft t o t h e read r t o d ecid e t h e part icu

. e e
 C OM P E N SAT I ON 4 75

lar kind of inform at i on t h t sh ould be ava il abl e in his a

busi ne ss As a g en r l rul e t h h ous e s elli ng l rge

. e a , e a a

numb er of i t ems w ill re quir m re d et iled i nform ation e o a

a nd a gr eate r v ari et y o f st atis t ics t h ant h at h a ndli ng bu t

on e pr o duct .

Sal e s d ep artm ent r ecords and s t atistics will be com

pil ed from ord ers r c eiv ed from sp eci al an alyse s o f field
e ,

conditi ons and fro m r ports s ent in by t h e s al e sm en

e .

I n this c onn ectionit should be const nt lv bo rn e in mi nd a

t h a t t h e s al e sm a n should no t b e l o ad e d up w i t h t o o l rge a

an am o unt of pur e ly cl e ric al w o rk T h e s al e sm an is .

e a sily disgust ed an d discour ag e d by h av i ng t o s pen da

consid erabl e portionof his ev eni ngs filli ng ou t di ff e re nt
r eports N ev erth el e ss the re are cert ain repo rts t h at
.
,

only h e canfurnish H is diligenc e inthis re spec t should

.

be a s gr eatly a ppr e ci a t e d an d as ad equ at e ly r e w arded

as his ability to g et busin e ss .

2 5 3 S a lesmans d aily r ep o r t — T h e s al e sm an sh o uld

’
. .

be r e quire d to s end in a d a ily re p o rt sh o w i ng t h e p ro s

p eets or custom ers up o n wh m h e h as c alle d and t h e re o

su l t s of t h e i n t ervi ew s This re p rt sh ould sho w his

. o

d ay s w ork and t h e c onditions f trad e in t h e t e rrito r as

’
o
y

refl ect ed by th at d ay s w o rk I n e very c ase wh ere no

’
.

s al e h as b eenm ad e a d e finite r a son sh uld he i nsi t d

,
e o s e

up gn T h e s al e sm anshould n t be r equire d t o re p
,
o ft o n o

t h e s am e pro sp ects o nt w o diff r e n t fo rms if th at canbe e

F or e x ampl e if h e r e por t t h e re sults of a nin

,
s

on a prosp ct card furnish ed bv t h e h ous e he

e .

n t be r equir d t giv t h e am e info rmati o n a

o e o e s

tim e on an t h r f rm This sh uld be c n side red

o e o . o o

rmin ing t h f rm f d aily r po rt

e o I f it i nece
o e . s s

w ill b f un d ch ea pe r t cm e o o

t he seco nd o ne int h e o fliee .

t t er .
—\
V h il e t he d a ily le t t e r
476 SA E S L M AN AGE M E N T
which t h e s ale sm n w i t s t t h e s l e s m anag er cannot
a r e o a

be t erm e d a r ec ord int h e t ru e s ens e o f t h e w ord it is t h e ,

m o st imp o rt ant si ngl e t hi ng t h t t h e s l e sm n s nds in t o a a a e

t h e s al s m an a ge r T h e s al e sm an should b e encour a g e d
e .

t o writ e l ong intim at e l et t ers

, Wi t h out t h em t h e s ales
.
,

m anage r c annot k ep int h e cl o se st possibl e t ouch with

e

t h e s ale sm ns w o rk n or b e of t h e gr eat e s t possibl e h elp

’
a

to him T h e re gul ari t y with which s al esm enwri t e such

.

l ett ers t o t h eir s al e s m anag er— or insom e cas es t h e fre , ,

u en y wi t h w hich t h y n gl c t t d — w i l l o a great
q e e e o o s o e
g
w ay t w a rd i n
o dicat ing t h e frame o f mi nd of t h e individ
u al an d t h e Spiri t o f t h e o rg aniz at ion .

2 55 T a bu la t io n
. s of sales — T h e s al e s m an a g e r sh oul d

h v e cons t antly b ef ore him in s om e graphic i nst antly

a .
,

r ead abl e f orm a t abul t io n o f e ach i ndi v idu l s d ailya a

’

s al e s f or t h curr nt m onth and m nt hly s l s for t h e

e e o a e

current y ear Simil ar r ecords for previ ous y ears should

.

a ls o b e i n s t nt ly avail abl e Wh er e t h e li n is v ari ed t h e

a . e ,

t abul at i onsh ould sh ow t h e v l u m e of s l es by it ems or o a

cl ass e s of g o ds S i mil ar r ec ords f or t h e organi ationas

o . z

a wh ol e sh oul d a ls o b e av a il abl e T h e tot als o nt h e d a ily .

individu al r ecord will fr equ ent ly s erv e t h e l at t er pur

pos e I n con nec t ion with t h e i ndividu al rec ord t h e
. ,

s al esm ans p ercent ag e o f quot a if one h as b eenassigned

’
, ,

or his s t n ding in any c onte st t h at may be ru nning

a

sh ould b e i ndicat d I t should nev er be v erl ook ed t h at

e . o

th e s e r ecords can be us ed by t h e s le s m an ag e r o his

.

a r

a ssis t an ts in wri t i ng t o t h e s l e sm en d aily l et t ers t h t a a

w ill be s t imul ating an d h elp f ul and co nt ain f o od f or

t hought .

I f th ere are br anch offic es re ports should b e r equired ,

from th em d aily I t may be th at t h e i ndividu al s l s

. a e

m n will b h andl e d by t h e br anch m an ge r in which

a e a ,

c se a great d eal f t h e d etaile d i nform ation w ill b

a o e
 COMPE N SA T I ON 4 77

kept at branch offic es M any sales m an age rs w h o

t he .

ar e e s t ablishing br an ch s elli ng office s how ev er fi nd t h at , ,

it is b e st t ke ep in touch with e ach individu l s al e sm a n

o a

dir ectly from t h e hom e offic e and in such c as s full d e e

t a il ed i nform ti on will b e k ept t h e r e an

a d e ch individ a

u al s al sm a n writ t en t o e a ch d
e
y a .

25 6 S alesmans r o u t e card — I f t h e s al e sm an is mov

’
.

ing r apidly from pl c e to pl ac e and his r out e h as a

not be n s et t l e d d e fini t ely b e for t h e s t art o f t h e trip

e e ,

t h e s al e s man a g e r sh ould be k ep t inc o n s t nt t ouch wi t h a

his mov em ents by m ns of d aily o w ekly r ou t e ca d s ea r e r

sh owi ng t h e towns inwhich h e w ill be n c rt in d t e s o e a a

an d t h e h o t e ls at which h e m y be r e ch ed I t m y be a a . a

fou nd adv an t g eous t o h av e this card o f a size conv enient

a

for fili ng .

2 5 7 R ep o r t s oncu st o mers — I t may be fo u nd ad visx

'

abl e t o h v at h e s l sm nr eport o ne ch i n
e a e dividu al cus
a a

t ome r c ll ed up o n e i t h r as a suppl em e n
a , t t o o r a su b
e

st it u t e f or his d a ily r ep o r t I n t h e s elli ng f v ari ed

. o a

li ne for ex ampl e t h e s al e s m anager will w ant t o know

, ,

as t o e ach cl a ss o f g oo ds wh eth e r t h e cust m e r s t ill o

l arge proportion o f t h e pr evious o rd er n his sh elves o ,

wh th er h h as b e ns ld nt h e t rip o r is a futur pr s
e e e o o e o

p eet ; wh eth e r h e h as b ee ns t ck e d by a c omp etit o r a nd o ,

if so wh e n h e will again be in t h e m ark et

, .

I n th e r c a se s it m y b f und n ece ss ry to h av e t h e
o , a e o a

s al e sm ansuppl em ent t h w rk o f t h cred i t d e part ment e o e

by r porti ng o nt h e fi nanci al st andi ng of t h e cus t omer

e .

t h e cl a s o f his tr ad
s nd t h ge n e r al co ndition f h is
e a e o

st r and stock T h e rep ort o nt he i ndivi d u al custome r

o e .

will be found a v alu abl record fo r t he s e rvi ce d e part e

m e nt b ot h inackno w l dgi ng t he initi al o rd r and in wri t

e e

ing subs equ nt l ett rs e T he co rr e s po n

e d e nts will be e n
.

a bl ed t o w rit e l tt e rs nsp ec i fic t pics a ff ectin g t he cu

e o o s
4 78 SA E S L M AN AGE M E N T
t omer i ndividu al i nt ere st s and omit g ener liti es Th e
’
s a .

cus t om er s rep or t will lso en bl e t h e hous t o give t h e

’
a a e

s al e sm an at any future t im e sp ecific inform ation as t o

previous purch as e s .

2 5 8 M ap s
.
— A est o f m aps a c abi net consisting of
n .
—
sh all ow draw ers inw hich t h e m aps are p st e d— is e ss en a

t i al . I nt h e c as e o f t h e h ous e s elli ng a pr d u c t nat i on o

a lly m ps , f ach s t at e sh ould b e pr ovid e d

a o e Wh en . a

conc erncov ers a more limi t ed t errit ry t h r sh ould b o , e e e

provid ed m aps of t h e i ndividu l c ou nt i e s c ont ain d in a e

t h ar ea inwhich t h c omp an
e y o p er at e s Ont h es e m ps
e . a ,

t h e t erri t ori e s o f t h e i ndividu al s l esme n sh ould b e indi a

cat e d by b e i n g ou t line d ei t h e r w i t h t acks nd a string a

o r wi t h c o l o r e d cr y on T h e city in which t h e s al s
a . e

manh s his h a dqu art ers m ay b e indicat ed by sui t abl e

a e

m arki ng Br nch office s d eal ers or ag enci e s m y be

. a , a

i ndic at d T h s al sm ans progre ss n a t rip t hrough

e . e e
’
o

his t erri t ory m y be sh ow n by drivi ng a t ack in e ach

a

t ow n visi t d an d s t ri ngi ng
e c ol or e d cord fr om on t a e o

t h e ot h r A r fin em nt f t his is t o sh ow v ari ous trips

e . e e o

duri ng t h y r in di fferent c ol ored cords

e ea .

Wh ent h e i nf orm at i nn ot ed ont h e m p is t o b e f irly o a a

s t bl e t h e u se o f col or ed cr ay on will b f ound much

a ,
e

simpl er and m re s at isf act ory t h nt h u se o f t cks nd

o a e a a

stri ng T h e l at t r are incons t ant d nger o f b ecomi ng

. e a

dis arr nged Ev n in c as e s wh ere t h e i nform ti on r

a . e a e

c rd ed ch ng e s r pidly it is ne asy m at t r t u se col

o a a a e o

o red cr ayons and h av e t h e m ark ed u p m aps r epl ce d -

f r e qu nt ly w i t h f r sh one s
e e .

25 9 M on .t h ly t bu l a t ion s of sal es — E a ch a mont h

t h e r e sh ould b e t abul at e d f or t h e s al e s m ana g er a r e c ord
o f t h e numb e r of s l s t h e volum e o f s al s t h e cl ass s
a e , e ,
e

o f g o ds s o ld and if it b e pr act ic bl
o ,
t h e t erms on a e,

which s l es w er m ad This w ill en ble him t o s e at

a e e. a e
 C OM P E N SAT I ON 4 79

a gl ance t h e goods which are movi ng r apidly t o pl an ,

for t h e pushi ng o f go ods sh o w i ng a l arge r pro fit t , o

f o r ec a st t h e fu t ur e volum e o f s ale s inea ch lin e an d to ,

comp are t h e r sul t s wi t h th o s e f previ ous p e riods

e o .

2 60 O t h er p o ssible in
.
fo r m a t —
i n T h s t atis t ic al rec
o e

o rds t h at ma b c mpil d fr m t h i nf rm a t i o n a v a il
y e o e e o o

a bl e w ill v a ry wi t h di ff r n t li ne s o f busi ness Th ey

e e .

should be su ffici ent t o enabl e t h e s al e s m an g r t m ak e a e o

all n e c e ss ary comp a risons I t may be fo u nd d van

. a

t age ou s to h av e ch ar t s sho w i ng t h e re l a t i o ns o f s al e s
to prosp ects ; t h e r el ation of cost to s al e s ; and rel at i o ns
o f s al e s in on e s ec t io n to th o s of no t h e r T he s al e s
e a .

m an ag er may find it adv ant ageous to subscribe t o one

of t h e r eport ing s ervic e s which m ake a busin e ss o f fur
mishing inform ati on on which to b a s judgm e nt e f o

busin ess conditions and s elling oppo rtuniti e s in v arious

p arts of t h e cou ntry .

Too m any rec ords h owever are almost a confusing

, ,
s

as t oo f ew an d c o st mo n ey to pre p are I t h uld be

. s o

born e in mind const antly th at s al es re cords and st atis

tics h av e two gen eral purpos es : first to e n abl e t h e s al e , s

m an age r t o gauge t h e busi n ss th t t h o rganiz ati o n

e a e

sh ould s ecure a nd t o se w h t p rc e nt age f t h i it is

, e a e o s

s ecuri ng so th at h may put his fi nge r n t h e w ea k

, e o

sp ots ; t o show him w h at cl ass e s f goo ds s ell be st a nd o

why a nd t o indic at e t h e pr duci ng a bili t y f eac h sa l s

,
o o e

man; a nd s c o ndly t furnish t h e s a l sm a n w ith t h

, e , o e e

gr eat est p o ssibl e m easur f assista nc a nd coo pe ra ti n

e o e o

in t h e fi ld e .
 CH APTE R V III
GETT NG T H E
’
BEST OU T O F T HE MEN

26 1 T h e big g est t h in in l e m na em ent — H ere

.
g s a s a
g
is t h e s al e s m anager s r e al t ask , t h e end o f all s al e s
’

n
m a ag em ent — get t i ng t h e b e st ou t o f t h e men m t h e
fi eld S om e s al s m anag rs cl aim th at t his is t h nly
. e e e o

thi ng t h ey sh ould be c ll e d upo nt o d o and s om e h ouse s

a ,

i nsist t h at t h e energi s of t h e ir s l e s m anag ers b e di

e a

r ect e d t o this e n d t o t h e exclusion o f all ot h er duti e s .

With t h e provis o t h at inord er to acc omplish this obj ec t .

t h e s al s m an eag e r must b a br a d g ug ee all r o u nd o -

a ,
-

busi ne ss manand th t his authori t y and ct ivi t i e s sh o ld

a a u

h av e t h e wid e scop e i ndic t e d in previ ous ch p t ers t his

a a ,

is sou nd doctri ne T h e s l e s m nag er sh ould b e c ar ful

. a a e

to d el e g at e t o oth ers al l rou t i n w ork and s much d t ail e a e

a s is pr actic abl so th at h e sh all h av e ampl t im e

e, e .

th ough t and energy to d evot e t o his m o st imp ort nt ob

,
a

j ec t o f g e tti n g t h e b e st ou t o f v e ry individu al m mb e r e e

o f his org n iz at i ona .

G ing er ve rsu s coop er t ion— A s al s m anage r

“ ”
262 . a . e

on c e s ent ou t t o ach o f his men a l et t r r di ng in

e e ea -

p rt as f oll ows : W h y did you fall d w ninm aki ng t h e

a
“
o

s al e ? F or y our ow nb enefit nd ours wri t e me frankly a ,

.
”

H e w as r a th er s t artl ed t o r e ceiv fr om ne of his men e o

t his r eply : B ec aus e I did not kn w my g oods Y u

“
o . o

h av e b eenfil ling us so full o f gi ng r and b o s t t h t w ‘

e
’ ‘
o
’
a e

h av e not h ad a ch ance t l earn ny t hi ng b ut t h e

'
o a a o

g o ods .
”

Th ere w ould se m t b t w dis t i nct cl ass s

e o e o e

480
 GE TT ING T HE B E ST OU T O F T HE ME N 48 1

of s al s m anag ers one w i t h t h e pure gi nge r id ea o f

e ,

st irring t h e men up nd g tt i ng t h e m s t fro m t h m ; a e o e

an d t h e ot h e r w i t h t h e id e o f r lly gi v i ng t h m nan a ea e e

o pp o r t u n i t y t know th ir go ds o f h lping t h m ove r

o e o , e e

t h r ough sp t s and
e f givi ng t h m r l a ssis t ance in
o , o e ea

t h e upbuildi ng o f th ir ch r c t rs nd c p ci t i e s nd
e a a e a a a a

t h e r e lizi n a g f th eir ambi t ions o .

S al e sm en d not t ke as ki ndly t be i ng gi ng re d
o a o e

c ont i nu lly as s om e s l s m n g rs f ndly im gi n I t

a a e a a e o a e .

is t ru e th at s l sm en s w ll a e l l th e r m n like a g am
, a e as a o e ,
e

an d t ak e ki ndly t t h i nt r oduc t i n f t h e g m spirit

o e o o a e

i nt o t h e ir w ork but it must b realiz ed t h t t h ey a e

, e a r

c p abl i nt lligent nd mbi t i us men Th y d em nd

a e, e a a o . e a

t h at much f c o mm ons e n o s be mix d w i t h t h e g am e if it e e

is t o be succ e ssful F rom t h s l e s m n g r s poi nt f

. e a a a e
’
o

vi ew pur gi ng r m et h ds
, e
“
i n ffi ci ent b c aus t h
e o ar e e e e e

en t husi asm t h y g en e r t e is n t l a sti ng T h e gi nger “ ”

e a o .

id a h
e pl c in s l s m n g ement nly w h n it h as
as a a e a e a a o e

f
or it s f ou n d t i n pr f u nd l v f r t h e m n of t h
a o a o o o e o e e

o rg niz at i n a k e n realiz t i n f t h ir proble ms nd

a o , e a o o e a

di ffi cul t i s nd si nc r d ire t giv e th m rea l coo p

e , a a e e es o e

e r at io n .

Wi t h t h es e consid erati ns inmi nd le t us co nid e r t he o , s

v ari us t s t d m th ods f getti ng t h e b st fr m t h e

o e e e o e o

m mbe r f t h e lli ng rg ni z t i n
e s o se o a a o .

2 6 3 V isit in t h men int h e field h e nt h e s l e s a

.
g e

m ng t i nt t h h us e b u t nc
e e o r t w icee ye r or h ave
o o e o a a .

h adqu rt rs in th ir t r i t ri e s and ee t h e h me ffi ce

e a e e e r o s o o

on ly at c nv nti ntim t h e s l s m an ag er w ill d w e ll

o e o e, a e o

t o rr a n
a g n r t w t ri ps nnua llv d uri ng which h e
e o e o o a

w ill visi t nd p i bly w o rk w ith

a ch me m be r of h i
o ss ea s

o rg niz ati n Th o w h m h e may be un abl t see

a o . se o e o

s h uld be vi ited by his pri nci pal a sist ant

o s t he s .

s al e s m an ager and his assis t ant caneach m ake t w o t rips

Il l —8 1
4 82 SA E S L M AN AGE M E N T
a y ear thos e visi t ed by t h e assis t n t n t h e first t rip
, a o

sho uld b visi t e d by t h e s l s m anag er on t h e s c ond

e a e e ,

a nd vice versa Th ere is n t hi ng t h at will p u t t h e s l s

. o a e

m an g r cl os er t o his men and s cur e a gr t er m e s

a e , e ea a

u r e of th eir l oy l t y nd nt husi a stic supp or t t h n t o

a a e ,
a

sit d own wi t h t h m in t h eir w n h adqu art ers discuss

e o e ,

t errit ory c ondi t i ons and g et acqu ainted wi t h th eir wiv e s

,

an d f amili s e .

I n t h e c s e f a g ene r al s al e s m ana g r h avi ng con

a o e

trol f a numb er o f dist rict ffi ce s t h is will h ve t b

o o ,
a o e

c nfined to visi t s t t h e dist rict m an gers bu t t h e dis

o o a ,

tri et m anag er sh ould in t urn k ee p in t ouch wi t h t h , ,

e

i ndividu al men A v ri t i ono f t his is t h c alli ng of in

. a a e

dividu al ment o t h e h om e offic e f or c nf r ence r e g ardi ng o e

th eir w o rk and conditi ons int h eir t errit ori s e .

2 6 4 D ily l et t ers — T h e
. a v er g s al esm an is sensi a a e

tiv e highly s t rung and t emp er am ent l I f h e w r n t

, a . e e o ,

h e would be but n i ndi ff er nt s l e sm n E ch r bu ffa e a a . a e ,

e a ch disc our a g m n t each disc our t e sy t o a m an o f t his

e e ,

n t ur e is lik ely t t k e j us t a litt l e o f t h e e dg e f om his

a o a r

en t husi sm a This nt husi asm mus t be r enew e d from

. e

s om s ource and w i t h f w xc p t i ns s l sm nwill n t

e , e e e o , a e e o

fi nd t h e s ourc e w i t hi n t h mse lv e s T h e only s ourc e . e

t h nis c on
e t a c t wi t h t h e m enf r om t h h om e ffic e F or e o .

t h at r e s ont h s l s m a
a n g r o int h e c s o f a l arg e
e a e a e , r a e

f rc e his pri ncip l ssis t ant sh ould wri t e e v ry d ay t o

o a a ,
e

e ch i n
a di v idu al m mb r of t h e org aniz at i n st imu l t
e e o a a

ing fri endly l t t r

, S o imp o r t ant
e e such l et t e rs th t
e . ar a

n t hi ng sh ould b all ow d t o s t nd int h e w y f g t t i ng

o e e a a o e

t h m ou t
e I f nec ess ary a h ard and f ast rul e sh ld
.
, ou

b m de t h t
e a l l dic t t i n f t his n t ur b in t h
a a a o o a e e e

m ils b ef o r t h s l s d ep rt m nt f c g s h m e I t
a e e a e a e or e oe o .

m y v n b e w ll t sch dul t h m ili ng so t h at t h

a e e e o e e e a e

l ett er r each t h e s l esm n t t h e t im e w h enit will b most

a a a e
 GE TT ING T HE B E ST OU T OF T H E ME N 4 83

e ff e e—
ctiv int h e morning j ust b e f o re h e goe s fo rth to
m e t his firs t pr o sp ect G reat c re sh uld be t a k n to
e . a o e

m ail t h e l t t r t o t h e prop r t o w n; a s al e sm a n w h is
e e e o

l ooking f orw a rd t o ani nspi ri ng m ess ag fr m his s al s e o e

m an ger will not be n hu ndre d per c e n t ffici e nt i f it

a o e e

fa ils t o a rriv e F urth e rm r t w o o r thr ee l ett e rs r each

. o e,

ing a manat t h e s am e tim e will n t ge ne rat e t h e s m e o a

a mou n t f enthusi asm as will th s e s am e l ett ers r eaching

o o

him ons ep arat e d ays .

I n this con nection it shoul d be rem embe re d th at a

,

h olid ay wh e n no l et t ers a e w rit t enfro m t h h om e o ffi c e r e ,

will c aus e t h e s al e sm nt o be w ith ou t his d aily l ette r on

a

a l at e r wo rking d ay T t ke c ar o f this it m y be w e ll
. o a e ,
a

t o g e t u t a d oubl
o mou nt f l et t rs nt h e d ay pre ced
e a o e o

ing and d el e g at e som e m embe r o f t h e ffi ce f rc t m il o o e o a

th em o nt h e h olid ay I nli eu o f this t h al e s m an age r

.
, e s

may g t o u t a p o s t c a rd c nt i ni ng s m e tim el mes

e o a o y

s age in mul t ig r ph e d form r s end t o each m an i n t h e

a o

o rg aniz ati on no d in a v pic t ure p o st card

a r nw hich h e
r o

h as writ t en s om e p ers n l m ss a ge T h e l at t r cour se

o a e . e

can pr o fi t ably b e f ll o w e d t w h n t h e sa l
o m an age r oo , e es

or his ssist nt is o u t nt h e r ad I n t h e l att e r ca e

a a o o . s ,

t h e s al e sm an will r c e iv e t h p e rso n al c a rd in addi t io n

e e

t o his usu al d aily l tt e r e .

2 6 5 C o nt en
. s i
t of d a y le e
l t t r — I n th e e let t e rs t h e . s

s l sm en sh ould be th nk d ince e lv f r t he rd rs r
a e a e s r o o e e

ceived from th em th a t d y r f r c n t ri butio ns t t he a o o o o

h ouse o rg an Th ey sh uld be c om plime nt ed u po nanv

. o

go d w o rk t h ey may h av b n d o i ng and h uld rece ive

o e ee s o

s und advic fr m t h e l s m an a ge r o nanv d als th at

o e o sa e e

may b b e f re t h em T h m s a ge w ill ing n r l be

e o . e es .
e
e a .

b as d up on t h e l tt e r r c e ived th at m rni ng fr m t he
e e e o o

s al esm n a .

Al l criticism h uld in f r a it i po ible be k pt

s o ,
so a s s ss . e
4 84 SA E S L M AN AG E M E N T
ou t of the s e l ett ers I f any is abs olutely necess ary it
.
,

sh ould be give n ina m nner c lcul at ed t o i ncreas e r at h er a a

t h and e cr e as e t h e s al sm ans ffici ncy A s l sm anw h o

’
e e e . a e

h s b eend o i ng his be st b u t f or s om e r eas onh as not b e n

a , e

pr o duci ng norm al r sults n ds f ri ndly nc our ag ement e ,

ee e e

an d s ou nd sugg e s t i ons r ath e r t h an c i t icism N t hi ng r . o

w ill so e ff e c t iv ely d s t r o y t h pr o duci n g p ow e r of a l oy l

e e a

s al esm nas sh arp f aul t fi nd ing l et t er fr om t h e s al e s

a a ,
-

m nager I f t h e s l esm an h as b n d er lict and it is

a . a ee e

n e c ss ry for t h e s ake o f discipli n th at h e b e r ep i

e a e r

m nd ed t h l angu a ge inwhich t h r eprim nd is c ouch ed

a , e e a

sh uld be giv en c ar eful c onsid er t i on Th er e is no

o a .

ph s e f t h s l s m anag r s du t y inwhich h is c all e d

a o e a e e
’
e

up ont o ex rcis m ore t act nd r eal e x cu t i v abili t y t h n

e e a e e a

inhis l e t t ers t his m n H is ne p rp o s is t i ncr e s

o e . o u e o a e

s l e s nd in ve ry l et t r h e sh ould h v inmi nd t h e ul t i
a ,
a e e a e

m ate eff ect up ont h e product iv ene ss f t h s l sm n o e a e a .

2 66 S p eci l p arag rap h s

. a— Th r sh ould b e i nclud d e e e

in this d aily l e t t e r s m e on i nspi i ng t h ugh t h lpfulo e r o , e

sugg sti n or pi c e o f n w s This p r t f t h l et t er

e o ,
e e . a o e

will b applic bl t o ll m nint h e g niz t i nand w ill

e a e a e or a a o

t h r f o r e b w ri t t e n e ach m o r ni ng in t h f o rm o f spe
e e e e

ci l p ar a gr phs t o b
a t yp d e i t h r pr c edi n
a , g or f oll ow
e e e e

ing t h e pur ly p rs on l dic t t i on N t t mpt is m ad

'

e e a a . o a e e

t o hid e f r om t h e s al e sm ant h e f act th t t h s e p ar a gr phs a e a

ar e in clud d int h e l et t e rs t o t h e t h er menint h organ

e o e

i at ion Th e s e a e h ow ev r w ord e d so t h at it is s m e
z . r , e ,
o

t im e s di fficult f o r t h e s al s mant d et rmine just w h re e o e e

t h e p erson l dic t at i on l e v e s o ff n
a d t h sp eci al p ar a a a e

gr phs b egi n I nt h e ev ent o f no l t t r h avi ng be n

a . e e e

ceiv d fr o m t h e s al e sm n o
e t h er e b e i ng not hi n g of im
a r

port ance t o commu nicat t o him t h at d ay t h e sp eci l e ,

a

p ar agraphs may be s ent t o him un accomp ani ed by per

son al dict ation .
 G E TT ING T HE B E ST OU T OF T H E ME N 4 85

This form p ar agraph m y co nvey som e inform ation a

re gardi ng ch ange s o f hous e p o lici e s r price s som e o ,

piec e of goo d news conce rning t h e h o us e or some purely ,

i nspirat ional th ough t or sugg e s t i o n as t o a ne w met hod

of s elling th at t h e s al esm anmay carry into t h e field with
him th at d ay M uch d ep nds upon t h e n atur e of t h e
. e

busi ne ss much d ep ends also upon t h e t yp o f s al e s ma n

, e

a g e r and s al e sm n T h e f oll w i n g repre s ent t h e m o r e

e . o

i nspir t i nal t yp e f p ragr ph

a o o a a

26 7 . S p ecial p arag rap h s ill ust ra t ed .

ON C LOSING NTE RV IEW T HE I

H o w ma ny of y ou r
p p c t d y l bc
ro s e
y s o ou o se e au se ou gi v e

t h em up t oo e a si
y ? l Ev y l m nl er b in by b c
sa e s a o ses us ess e o ming
t oo ly d i c
e a si s o u ra
g e d Oft nt im
.
p p c t
e ill n
t ll y es a ro s e w e ou
“
o
”

w h nh e lly d n t m n it H i w it ing f
e r ea oes o ea m f . e s a o r so e ur

th e r r e aso n d v nc d by y , a a in d et t i fy h im l f t h
ou, or er o sa s se or

ou h
g y l t h t h h
a l d t
e s k p oup p i t i n a e u our ro os o .

A l ng s o th as i fl ick f int
e re t iny
s a p p ct y er o e res our ro s e ou

h v n
a e ig h t t
o r l v h im B p i t nt b t t t h m
o ea e . e e rs s e , u a e sa e

t im d ipl m t ic C m b ck t h im f m n t h
e o a . o e a ng l nd h ma ro a o er a e a a

m er a ol ng t h l in t h t y k n o se es f g t t in
a t out t ow a re o rea es e res o

y o ur
p p ctro s Ye l v l t f m n wh
. ou ea lm t p
e o s o e o a re a os er

su a d d; e l it t l m t h g h t ny p t l it t l m p
a e o re ou o ou r ar , a e o re er

i t nc y n
s s e d, a l it t l m d ipl m c y w ill cl m ny n d
a e o re o a ose a a or er

th t th
a o i i l t
e rw se s os .

W k p fi g h t ing pi it —t h t n v
or u a y d is p i
r it i l l a e e r sa- -
e s r w

c y y t h g h nd t ny f il
a rr ou ro u a in t e
ur our a u re s o succ ss.

O N mum s

Th ig h t m
er e a r e e d y inF b y n o re d f a
y sh e ru a r a so ar ou a ve

f ll n h t
a e s f th q
or o t th t i h d h p d V
e uo a ld h
a a o e ou wou rea c .

W nt y p t f t h n x t ff t f t h m ining f d y
o
’
ou u or a e ra e or or e re a ew a s

o f t h m nt h
e o th t y so n ning w ill b
a m h
our ow n ea r s e so ew e re ea r

w h t ya h l d b m k in
ou s ou
g? e a

I l iz t h d iffic l t i t h t y
r ea e e u p g int in t h fi l d :
es a o u a re u a a s e e
486 SA E S L M AN AG E M E N T
I ha v e b eent h r ou g h t h e mi l myse f ; bu t w h ene er bu siness d id l l v
no t c o me f o r me in sa t is fa t o r
y u a nt it ies, a w a s ma d e a
y c q I l
se l f -

a na l ysis, a nd nine t y nine t imes -

out o f a h u nd r ed I f o u nd
t h at I w as I f l t t i d ; b in
to b l a me . Some d ays
ff d e re us ess su er e .

Ot h d y I
er t h p pl
a s nd m c h nic ll y t l d t h m my
sa w e eo e a e a a o e

m g ; t ill b in
e ss a e ffs d U lly h nT h d y c m
us ess su er e . su a w e u rs a a e

I w ould k n t t h f c t t h t I n d d t h b in nd t h
aw a e o e a a ee e e us ess a e

gh t m ; t h nI l d g t t nd
m n y t h t t h b in
o e b a e us e ss r ou e e w ou e ou a

w k l ng t h ig h t l in — nd I l y m d l
or a o e r es a a wa s a e sa es.

Y n t d iff nt l y c n t it t d f m ny t h
ou a re o er e l o s u e ro a o er sa es

m n nd if y
a , a w ill t p f f min t
ou t m k s o lf or a ew u es o a e a se

a n ly i y
a ill c m t
s s
, thou c ncl i n j t
w o I d t e o e o us o , us as u se o,

th t y
a ll y t b l m T h i m
ou a re r ea nf o
y a e . er e s so e r ea so or our

g t t ing b in
e n w k nd f ll ing d n t h n x t
us ess o e Th
ee a a ow e e . e

p p ct
ro s
p c t ic ll y t h
e s are m T h p d ct y
ra a ll ing e sa e. e ro u o u a r e se

i b tt
s e c h k f ll
er a s e a nd it l y w ee lv it l f int
o o w s, a a wa s r e so es se o

t hi C nc nt t d ff t y t m t ic lly p t f w d pl n
s: o e ra e e or s s e a a u or ar , us e

th i m
u s as ill l y b in, gw l t a wa s r r esu s
.

I m n t it ing t h i l t t in t h f m f c it ic i m b t
a o wr s e er e or o a r s u ,

if t h i n er e
g g t i n in it t h t
s o e ill
su t y t h in
es k ing I
o a w se ou ,

h a ve d n my d t y by y
o e nd by t h c mp ny G t b y
u ou a e o a . e us

for t h n x t ig h t d y
e nd nd in n g h b in t m k
e e a s a se e ou us ess o a e

F b e
y p fi t bl m n
ru a r th b th t y
a ro l f nd t t h h
a e o o o o u r se a o e ou se .

P arag rap h s and t raining —M any s al e s man

26 8 .

a g e rs wish t o k ee p t h eir m nc n st ant ly intr ai ni ng on e o

t h e principl e s of s al sm anship an d on t h e b e st m et h o ds e

o f s elli ng t h e individu l li ne A s l sm n may f ail t o a . a e a

r eturn answ er p ap e rs t o form al c ours e s of s elli ng in

stru cti on; h e may negl ct t o r ead a c ours e of inst ru c e

ti n publish e d in t h e h ouse org an; but th er e is not a

o

s al esm an in any o rg aniz ati n w h o will f il to read his o a

d ily l ett er through with c ar e and absorb any su g g es

a

tions as to b et t er s elli ng m et hods th at it may cont in a .

T h e sp eci al p ar a gr phs t h en m y fr equ ent ly b e d e a , , a

v t e d t o sugge sti ns as t o b et t e r s elling m et h ods

o o .
 GE TT ING T HE B E ST OU T OF T H E M E N 4 8 7

26 9 M o t t os a nd ind o rsement s I t is t h e pra ctic e o f

. .
-

on e v e ry succ e ssful s a l e s m an ag e r t o i nclud e w i t h his

d aily l et t e r s om e s o rt o f i nspirat io nal m o tto o r quot a
t i o n o n a c ard o f con veni ent siz e Ano t h er m anage r .

en cl o s e s ev ery d ay a copy o f s om e l ett e r o f i ndors ement

of t he goods wri t t e n by a cus t m e r o .

2 70 H o u se o rg an
.
s — T h e t rm h us e rg an as use d e o o

h ere is not intend ed t o i nclud e public t i n put ou t by a o s

di ff rent h ous es f or circul at i n m ng t h e ir cus t om rs

e o a o e ,

d e l ers or pro sp e cts Th s e a e m o re r l ss c mm e rci al

a . e r o e o

in n ature whil e t h e public t i ono f which w e h re sp ak a e e

is rat h r o f a c nfid enti l nature t h e circul at i o nb e i ng

e o a ,

c nfi ned t o t h e s l e sm no f t h e h us
o a e o e .

Th e se hous e org ans are f t w o g neral styl e s ; t h e o e

newsp p e r typ e and t h e m ag azi ne t yp

a Th at is s m e .
, o e

a e put ou t in t h e g en
r e r al f rm f n e w pa pe rs an d t he o o s

a rticl e s ar e writ t e n inn w sp p e r s t yl e w i t h n e w sy h e ad

e a

i ngs and sub h e ds whil e t h e rs p rt a ke m re o f

-
a , o a o

t h e n atur e o f a m ag azi n e b t h in f rm a n d in co n o o

t en ts .

Som e are publish ed w eekly an d o th e rs monthly w hile ,

a f e w l arg rganiz at i ns publish t h e irs d aily Fo r t h

e o o . e

m aj o ri t y f rg aniz ati on t h e w ek ly h use o rgan w i ll

o o s, e o

be f ou nd m o st pr ac t ic bl a n d m o t e ff c t iv e a e s e .

I n t h e m ch anic al m ak e u p a c nsid e ra ble d i ff e re n ce

e -

. o

prev ails am ng c nc rns M any house rg a n s ar

o o e . o e

pri nte d m re or l ess l ab rat ly a num be r f them car

o e o e ,
o

r yin a rt istic thr c l r d c v e rs a n d being

o o pr fus el y o o
g e ee -

illustrated with h lf t n cuts Othe rs ar pre pared in

a -
o e .
e

t h e fi rm ffi c e by m eans f s o me du plic at i n g d e vic e an d

’
s o o

t h e o cc a si n al illustr ti n
o s ru nare pri nted u t id as ia
a o o s e

s rts F t h e c nce rn w h se h ous e o rg an w ill h av e a

e . or o o

limited circul ati n—w hich w ill g t an rg an iza ti n

o o o o o .

o f let us say fr m t w e nty fi v t o n

, o e hu n d re d m n -
e o e
488 SA E S L M AN AGE M E N T
t he l at t er is by fa t h e l e ss c ostly m et h o d and will b
r e

f ou nd quit e a s eff ec t ive .

2 7 1 N ame n . d co nt ent s — Pr ob ably t h e most imp or

a

t ant thi ng t o be ke p t in mi nd in s el ect i ng n m e f a a or

t h e h ous e org nis t o s e cur e on e which sugg e s t s n

a ot t h e
“
ginger ide a s much s i nform at i on nd c oop erat i on
”
o a a .

Al t h ough much d ep ends up nt h e n t ur e o f t h e p o a ar

t icu l ar busi n ss t h e siz e of t h e public ti on t h e n

e , umb er a ,

withint h org aniz ati nand t h e i nt im acy and g ood f l

e o e

l ow sh ip existing among t h em in g ene r l t h e h ous e r , a o

g an will co nt a in t h e s t andi ngs inany s l e s cont est t h t a a

may b e und er w ay c o n t ribu t i ons fr m t h e men in t h e

, o

fi eld p erson al not ic e s conc erni ng t h e m mb ers of t h

, e e

s l es o rg aniz ati on imp or t ant nnouncem ent s r e g ardi ng

a , a

a dv er t isi n g h us e p olici e s new c ont es t s qu ot a priz es

,
o , , ,

c nv nt i ons and t h e lik rticl e s ns elli ng nd ns al e s

o e , e, a o a o

m et h ds and articl es which a e purely inspir ti on al in

o , r a

n ature .

T h e h o s e o rg an m y b e us e d as a v hicl e f or a f orm al
u a e

study c urs in s al esm anship T h e pro c edi ngs f t h e

o e . e o

an nu l s l s c nv nt i n o sp ee ch e s m ad t t h t r i n
a a e o e o r e o e a

ing cl a ss m y b r u ns eri lly a T h e c o p r t iv e id ea c n

e a . o e a a

b e f o s t er e d by nc ur a gi ng t h e h ds f t h r d p r t
e o ea o o e e a

ments t o c ont ribut ar t icl e s t h t wi l l h elp t h e s al esm en

e a

an d t h at will s ec r e c o p r at i on fr om t h em
u I t is u s
o e . u

ally w ell t o bi n d t h h ous e and fi eld o rg aniz t i ns t

e a o o

g et h er by d ev t i ng a p ag or t w o t o i nsid e o rg niz at i n
o e a o

m at t ers b t h o f a busine ss and a s ci l n t ure

, o o a a

2 7 2 O bject of t h e h o u se o rg an S om of t h e obj ec t s
. .
-

o f t h e h ous e rg n h v e b e n i ndic t d int h previ o s

o a a e a e e u

p ar gr phs I n g ner al t h h us e org n sh ould k p

a a . e , e o a ee

t h e w h ol rg niz at i on b t h ou t sid and i nsid e b u nd

e o a ,
o e ,
o

cl s ly t og t h er ; sh ould k eep t h s al sm n i nform d s

o e e e e e e a

t o on e an h
ot e r k e p th e m —
up t ,
d at e s t h use news
e o -
a o o ,
 GE TT ING T HE B E ST OU T OF T H E ME N 48 9

i nform ati on c nc rni ng t h eir goods and trad e po ibil

o e ss

i t i es should s t imul at t h em t o continue d loyalty and

, e

e n t husi sm an d wi t h all t his shoul d strik e a si nce re

a , ,

not e o f h elpfulne ss and c oop er at i o n .

27 3 S ecu rin .
g c o n t ribu t io n s t o t h e h o u se o rg a n T .
-
o

s cure contributi ons fr om t h e m emb e rs f t h e i nside o

e o r

g a n i at ion
z will usu lly b e a s impl e m atat e r T h e sa l s . e

m nag er d e cid s wh at s ort o f r t icl s h e w a nts picks

a e a e ,

t h o se whom h e d e sir e s to w rit e th em an d k ee ps diplo ,

m at icall y a ft e r t h e prop o s d u t h o rs u nt il h e se cur e a es

th eir cont ributions Requ e sts f rom ot h e r d e p artm e nt .

h eads th at t h e s al e s m anage r gi ve his men ce rt i n in a

st ru ct ion s r e g a rdi n g c oop erati onwith t h e se d e p artme nts

can be met with t h e sugg s t i n th a t t h e s e de p a rt m e n t e o

h ds writ e anar t icl e nt h e subj ect fo r t h e h ouse o r

ea o

n By c n tinu d i nsis t en c up o n a f ra t e rn i in t on e
g a . o e e g z

in such a r t icl s h e will b e ,

bl t v id any cri t ic l o r e a e o a o a

dict at ori al attitud e th at might antagoniz e t he me nin t h e

field .

Th e abs ence o f c ontribu t i ons fr m t h e s al sm e nth e m o e

s lv es is n t ic eabl inm s t h us rgans I nt h e mea

e o e o o e o . s

u e th at this is so t h e e ff ec t iv n
r e ss o f t h e h u e o r g a n
,
e o s

will b e imp aired T h e ab nc f lesmens c nt ribu . se e o sa

’
o

ti ns is usu ally d u e t t h e fact t h t t h e ed ito r ex pec ts

o o a

l ng sp eci al articl es from t h e men and whe re h e is

o , ,

f rt u n
o at en o ugh t e g t th m b c au e h o a p pli s t h e
e e , e s e e

e di t ri al blu p ncil a nd ch a ng s t h f rm l t he a rt i cle

o e e e e
’

o o
'

so e xt niv ly t ng r a nd disc ur ge t h w ri t e rs
e s e as o a e o a e

27 4 G et t in .
g s a l es m en t o c n t ri b u t e — Q uit e a u h ai o . s

m eth d f s ecuri ng s al m n a r t icl s is t o o ffe r prize

o o es e 8 e s

f or t h b e st n e e T h subj ct nw hich t h e a rticles ub

o . e e o s

mit t d are t b wri t t nm y b n ame d by t h e ed ito r o r

e o e e a e

th es al m n m y b l f t t s lec t the i r o w nsu bj ect s

es e a e e o e .

S m h us
o e rg n dit r r g n
o
e
o a izi ng t he ave r iont
e o s, eco s o
4 90 SA E S L M AN AGE M E N T
wri t i ng form al ar t icl e s ent e rt aine d by mos t s al sm en e ,

require f rom t h em only r ough outlines of th eir id as e .

T h e e ditor t h en fills in t h e outlin e writ e s t h e ar t icle in ,

his o w nw ords and giv s t h e s al e sm ancr edit for it e .

By f r t h e b est w y t s ecure h ouse rg an c nt ribu

a a o o o

ti ns f om s l esm en is t o cull th em from t h e l et t ers t h e

o r a

m nwrit e t o t h e s l e s m an ag er Und e r t h e d a ily l et t r

e a . e

sys t em d escrib ed t h e s al sm n will be enc our age d t o

, e a

wri t e l ng i nt ere s t i ng nd chummy l et t ers E nt h u sias

o , a .

tic p or t i ns o f t h es e s om et im e s i ncludi ng re f r enc s t o

o , e e

o rd e rs s en t ino r d e scripti ons f h w o rd e rs w e r e t ak n o o e ,

m y be s el ect ed and ru nint h e h ouse o rg n nd er sp eci l

a a u a

h eads wri t t en f r each one i ndividu ally o u nd er such

o , r

a g en e r a l h ea d a s F R OM T H E M E N O N T H E
“

F I R I N G L I NE .

Wh e n a manh as put o v e r ane sp e ci ally g oo d d e l a a ,

r equ e st from t h e s al es m anag er t o w rit e him a l et t er t ll e

ing h w it w as d o n e will bri ng nent husi astic u ns t udi e d

o a ,

s t ry t h at will m ak e fi ne r e di ng in t h e h ous e org an

o a .

Th at t h e s al e sm an susp ect s it will b us e d in t h e h ouse e

o rg an will m ak e littl e di ff er en c e T h e fact th at h e is .

t e lli n g his s t ry in a l tt er addr ess d t o t h e s al es m anager

o e e

m ak s it e asy f or him I f a s ale sm an shows unusu al suc

e .

c ss w i t h a p art icul ar cl ass of pr o sp ects h e sh ould b

e ,
e

r e qu est d t o write t h e s al es m an ag er a d e scrip t ion o f t h e

e

m et h o ds h e us es in getting th at cl ass of busi ne ss Unl ess .

t h e r e is s om e g o od r e s ont o t h e contr ary t h e s al e sm ns

’
a ,
a

nam e sh ould al w ays b e sign ed to t h e c o ntributi ons t hus

s e cur d e .

2 7 5 T h e h ou se o g anedi r
. r t o — T h e e di t o r o f t h h o s . e u e

o rg n ana d t h s l e s m n ger h av e b een sp ok en o f h r

e a a a e e

a s t h ugh th ey w er e two di ff r n
o t p eo pl e Exc ept in e e .

r ar i nst anc s h w v e r t h e s le s m n g r sh ould edi t

e e , o e ,
a a a e

t h e h ous e o rg an O n ly by so d oi ng anh e b e sure t h at

. c
 GE TT ING T HE B E ST OU T OF T H E ME N 49 1

t he right ar t icl e s find th eir w ay t o its p a ge s Articl e s

.

which may be all right from oth er p o ints o f vi e w are

not alw ays adv ant ageous fro m a s ale s st andpo in t An .

articl e t h e subj e ct m att er o f which may b e acc e p t a bl e

, ,

may be writt en in a t ne t h at w ould a nt a go n iz e t h e

o

wh ol e s al e s force M any h ouse o rgans are fil le d inw ith

.

a pl ethor a of irre l ev a n t m at e ri al b ec aus e th e ir e di t o rs ,

l acki ng t h e s al e s poi nt o f vi ew are u nabl e to fill t he ir

‘

p a ge s with m at eri al th at is r el ev ant T h e editi ng o f

.

t h e hous e org a n by t h e s al e s m an ge r will i n

a su re co n
t ents which are right from t h e s elling st andpoint and
h elp f ul t o t h menint h fi eld
e e .
 CH APTE R IX

GE TTING T H E B ES T O UT O F T H E MEN -
C ncl
o u d ed

27 6 . C on t est s .
—Th e
l ove o f a gam e is inn t e in h u a

mannatur e nd ina cl os ely knit h arm oni ous s elling o

, a , r

g ani a t i
zo n ny t hing is
a w e lc o m e d th at m a k e s a g am e ou t
o f busi n e ss an d enabl es it s m emb ers t o i ndul g e in
f ri endly riv alry T h e s al e s c ont e st s atisfi e s th at l ov e
.

o f g ame s et s a st and ard for t h e s al esman to att ai n

a , ,

se t s a p ac e for h im and thus promot es his s elling effi

cie ncy .

C o nte sts may b e announc e d at t h e op eni ng of a y ear ,

a t t h e a nnu a l c on v enti o n for ex ampl e and may ru n ,

t hr oughout t h e e n tir e y ear Oth ers may b e for mont hly

.

o r qu a rt erly p e ri o ds a n d may b e an nounc ed int h e h ous e

o rg an A co nt est e xt endi ng o v e r t h e mont hs o f Jun e
. ,

July and August m ay b e pl anne d t o k eep t h e m emb ers

o f t h e s e lling org an iz ati o n go i ng at m aximum effici ency
during th es e o rdi narily o fl m ont hs One big c onc ern
"
.

d o i ng a nati onal busi ness fought o ff dull t ime s t alk

“ ”

int h e early p ar t o f 1 9 1 4 by an nou nci ng th at t h e b oard

of direct o rs h ad com e t o t h e c onclusi on th at t h e tim e
w as right f o r a r apid e xp ansi o n o f t h e c omp an y s busi ’

n e ss and by i naugur at i ng a s e ri e s of co nt e s t s f or priz es

,

t o b e a w arde d in acc o rd an ce wi t h pe rc ent ag es o f in

creas e ov er c orr esp ondi ng m onths of previ ous y ears .

277 Givin .
g a l l a ch a nce t o w in I t migh t b e
-

se t
down as a fund am ent al pri ncipl e of s al e s cont es t
pl anni ng t h at ev ery man int h e o rg aniz at i onbe giv en
,

m o re th an a fighti ng ch anc e t o w in T h e rul es sh ould .

4 92
 GE TT ING T HE B E ST OU T OF T H E ME N 4 9 3

be such th at every s al esm an int h organizat ion r e g rd

e , a

l ess of t h e volum e o f his producti on will s t a rt out san ,

guin e o f his ch anc es o f c omi ng ou t at t h e top A c onte st .

which by its rule s is confin e d to a few t op n tch p ro -

o

d u cer s in t h e o rg aniz atio n will a ttr act littl e a t t entio n

an d cr e at e no enthusi sm int h e r ank a n
a d fi le o f t h e o r

g an iz at ion
. Th a t m e ans t h t t h eac o nt e st will not b e a n
i ncentive t o th em to incre s e th eir s al es
a .

C alcul a ti ng st anding by t h e p erc ent ag e o f incr ea s e

o v er a pr evi o us pe ri o d is o n e m e t hod o f givi n g eve ry
s al esm an a ch ance to w in This h as t h e dis adv ant a ge
.
,

h o w eve r o f all ow ing t h e p oo re st pr duc er o f a previ o us

, o

p eri o d t h e b e st ch ance o f winni ng This may be .

gu ard ed against to som e d egre e by e st ablishi ng a m ini

mum uponw hich i ncr ease s will be c alcul ted I n ord e r a .

th at t h e t op notch produc ers o f a pr v i us pe ri od may

-
e o

h ave an Oppor t u nity of wi nning a prize al o th ere s ,

sh ould be in additi o n t o t h e incre s e prize s one or t w o

a

priz e s for total s al e s.

T h e pri nciple h e r e is t h e s am e as th at w hich gove rns

h andic appi ng in at hl etic ev ent s J ust as a crack ru nne r
.

would w ineasily with ut p t ting f rth his best e ff o rt

o u o s

if h e wer e unh andic app ed s t h e big prod uce r in s ll

, o a e

ing o rg aniz ati on if h e is n t h andic a ppe d will c rr y

,
o . a

o ff t h e h o n o rs without a st ru ggl e T he me n mav be

.

h andic app ed by assigning quo tas and d e t e rmmmg ,

st ndi ng in t h e cont est by t h e pe rce nt age f qu o ta

a o

which h as b ee n att ai nd I t will thus be po i bl e fo r

e . ss

s al esm en whos e r esp ctive v lum s f busin ess v ary

e o e o

w id ely to h av e t h e s am e p e rc nt ag e s a n
e d co ns eque ntly
id ntic al st andings int h c o nt st I f t he o nte s t sta nd
e e e . c

ing is figu red on a p o i nt b sis which rd in aril y m eans

a . o

th at a c e rt ain amount ins al es sh all q u al ne point t h e e o .

amount which sh all consti t u te a point may be mad e t o

494 L
SA E S M AN AGE M E N T
v ary acc ordi ng t o di ff erent menor di ff erent t erritori e s .

C onsist ency m ay b e recognize d by r ew ardi ng t h os w h e o

t ak e p rd e s on m o s t d ays irr e sp ectiv e of t h e t ot al o f

r ,

o rd ers t ak en .

2 78 M akin in o n — qu li y
.
g q u a lit y of b u s ess c u t T h e a t .

a s we ll as t h e qu an tity o f busi ness t ak en sh ould ent er i nt o

t h e figuri n g of s t andings int h e c ont est D i ff er ent t ot als .

of s al e s o f diff e r en t articl e s m y b e m ad e to r epr e s en a t

a p oin t if t h e cont est b e figure d ona p o i nt b asis On . e

p o i nt may b e all ow e d for ev ery fi ve d oll ars in s ale s o f

an a rticl e sh o w ing t h e l arg e r profit or which it is d e

sir e d t o push whil e a s al e o f t end oll ars or ev e n fi ft een

,

d oll ars will b e n ec ss ary to e arn a p o i nt inanot h er cl ass

e

o f go od s Articl e s m ay b e w igh t e d by a ssigni ng t h em

. e

v rious numb ers i ndic at i ng t h e ir imp ort nc e Th ent h

a a . e

poin t s all o w ed on ach cl ss of g o ods will b e multiplie d

e a

by t h e w eight numb ers t h e results dd ed and t h e tot l

,
a ,
a

divid ed by t h e tot al o f t h e w eight numb ers .

S ep ar at e p o ints m y b e ll w e d f r t h t erms s e cur e d

a a o o e

onord ers F or e x mpl e fi ft e n ddi t i nal p o i nt s might

. a , e a o

b e a ll o w ed f or e v e ry $ 1 00 o f busi ne ss t ake nf or c a sh in
t n d ys t en p o i n
e a ,
t s f or e v e ry $ 1 00 in busi n ess d u e in

t hir t y d ays an d fi v p o int s f or ev ry $ 1 00 d u e in six t y

e e

d ays I f t h e busi ne ss is such t h at c oll ec t i ons a e m ad

. r e

w ith t h e o rd r an dditi on
e ,al t e n
a th o f a p o i nt m y b e al a

l ow ed for e ach d oll ar c oll ect ed nd s ent in with t h e o a r

d r
e . Th e s e principl e s of figuring c nt e st st ndi ngs so o a

th at every m emb er of t h e o rg aniz ti n will h av e an a o

e qu al ch anc e an d so th at qu ality a s we ll as qu an t it y of
,

busi ness will b e t ak en into consid er ati on will v ary in ,

di fferent lin es .

2 79 P riz es — I t is a curious f a ct th at s al sm e n will

. e

re spond much m ore r eadily and much more enthusi as t ic

ally to anapp eal t o th eir pride an d d esir e t o win a pl ac e
 GE TT ING T HE B E ST OU T OF T H E ME N 4 95

of honor th an they will to an app eal to th eir p o ck et

‘

b o oks Th ey will strive h ard fo a priz e t h e v alu e o f

. r

which put up in m oney would l e ave th em unm ov d I t e .

may b e l id down as a ge ner l rul e t he r f re th a t

a a , e o , ,

u nl ess money priz e s are of such siz e as to appe al s u ffi

cien t l y t o a s al e sm an on a stric t ly c a sh b a sis co n t st , e

priz s sh ould b e oth er t h an m oney and sh ould pre fe rably

e

b e o f a n a tur e t o all ow o f a sui t abl e i nscriptio n ind ica t

ing t h at t h ey ar e priz e s S om e o f t h e m o st succe ss ful
.

c onte sts h ave b nw g d for m e re pi ec es o f p ap er clo t h

ee a e ,

p ennants i nexp nsive butt ons t h e h ono r f s ee ing one s

, e , o
’

picture in t h e h ous o rgan or fo r a cup o r b ann e r t be

e , o

displ aye d in t h e distric t office or in t h s al e sm ns h m e a

’
o e .

F ur t h e rm o r e t h e s al esm an w ill r e sp o nd t a napp l

,
o ea

t o h e lp o t h ers qui t e a s re adily as h e will to ana ppe al t o

i ncr e s e his o w n e arni ngs or w in a priz f h im e l f

a e or s .

Som e c o nc er ns f or e x ampl e s t a sid e di ff e re nt mo nt hs

, ,
e

int h e ye r duri ng which t h e busi n ss t a ke nw ill be

a n e co

sid er e d a tribu t e t di ffere nt x e cutiv e s f t h e c m p ny

o e o o a .

S al sm a n will forg e ah ead an

e d pil up a b ig busin ess e

for a w ell like d man al t h ough the y g et n othing fr m

-
o

it t hemse lv e s o t h er t h an t h e s atisf c t i no f h avi ng c n a o o

tribut ed t o a big m onth inhis h n r Anap peal t pile o o . o

up a r ecord m o nt h duri ng t h e b nce f t h s al e man a se o e s

a g e r so a s t o surpris him o n h i r tu rn if no t v e r
e s e , o

d on e will bri ng a r ady r p ns T h b oard o f di re ct

, e es o e . e

ors f on e l arge c n c er n e t t h bu i ne ss t h y e x pe t ed
s s e c
o o e

t o s ecur ina c rt ai ny ar a t h s al e s m a n age r qu t a

'

e e e s e s o

a nd ff ere d t pr nt him with a n auto m bil e if his

o o e se o

o rg aniz ati on w ere s ucc s ful inpr duci ng that am unt

e s o o .

I n this c nt e st t h e sc r m ak r g o t n o thing bu t t he
o , o e e s

glory f h avi ng c ntributed a l arge r small num be r f

o o o o

p arts t o w ard t h l s m a n g r auto m bil e

e sa e a e
’
s o .

2 8 0 P lan
. s o f co n t e t —Th re a r e such
s s a w id
. e v a e
4 96 L
SA E S M AN AGE M E N T
r iet y of cont ests th at no c ompreh ensive list c ould be
giv e n A f ew th at h av e b een succe ss ful and t h at h v e
. a

h d a strong im agi nativ e app eal may b e m ent i one d

a ,

h owe v er .

One l arg e o rg aniz atio nh as wh at is known as On a e

H u ndr ed Poi nt C lub O nly t h os e w h o av r ge ne

.
”
e a o

hu ndre d p o i nts p er m onth in s ale s o ver anentir y e e ar

a re eligibl e t m emb ership t h follow i ng ye ar I nt his

o e .

c as e one p o i nt r epr s nt s t w nt y —
, fi v e d ll rs in s al es
e e e o a .

T h e first m an to r each t w lv e hu ndr e d p i nts is pre si e o

dent o f t h e club for t h e f ollo wi ng ye ar t h e s ec ond m n , a

vic e pr esid ent and so on I n addi t iont o t h h nor all

-
. e o ,

m mb ers of t he club a e br ought t o t h e f ct o y f

e r a r or a

sh rt so3ourn T h e m emb ership f t h club is o f c ours e

o . o e , ,

wid ely adv ertise d through t h e h ous e o rg anand in ot h r e

w ysa .

Adv ant ag e may b e t k enof tim ely ev nts int h e s t ag a e

ing o f t h e c ont e st M uch i ng enui t y h s b en sh ow n in

. a e

t h e pl an ni ng o f b as eb all c ont e s t s duri ng t h e summ er by

pi t t i ng dist rict office s or di ffe r ent s ect i ons f t h e c ou n o

t y o f e qu a l s t r en
r gt h g i nst one an t h r ; nd wh ere a a o e a

t h o rg n
e iz t ionis l arge enough l e gu e s h v e ev enb een
a a a a

fo rm ed I n one c s e a b ogie t e am h s b e n pi t t d
. a ,
a e e

a g inst t h e pl y ers o f t h e o rganiz at i n Ord ers acc ord

a a o .

ing t o th e ir size a e m ad e t r epr s ent on b a s e hi t s t w o

r o e e ,

b ggers and hom e ru ns Whil t h comp arisons r f

a . e e a e ar

fet ch ed t h e c ont ests are gener ally succ essful T h e fo t

, . o

b all s eas nis t ak ena dv ant ge of int h e s am e w ay

o a .

One c onc er nt ook ani ngeni ous adv ant ge of a tim ely a

e v ent by putti ng ona c o nt st for t he el ect i o n of a pr esi e

d ent duri ng a pr esid enti al c amp aign T h e simpl e pl n . a

w as adopt e d o f all ow ing e ach s al e sm an to r egiste r on e

vot e for his f vo rit e c andid ate for each twenty fi ve dol
a -

l ars worth of busin ess s ecured Th e contest cl osed on

’
.
 GE TT ING T HE B E ST OUT OF T H E ME N 4 97

t he l ast d ay of Oct ob e r the reby allow ing t h e org niza a

ti o n to e le ct t h e pr esid ent a w eek b efor e t h e co u ntry at

l arge h ad ano pp ortu ni t y t o d o so .

A l arge N e w York o rg aniz atio n whil e it may h ave ,

sm all con t est s run ni ng f r sh o rt pe ri ods d uri ng t h e ye r

o a ,

h as one co nt e st t h t runs thr ough o ut t h e e ntire y ea r

a .

St andings are figur e d o n p int b asis t aki ng both

a o ,

qu anti t y and qu lity of busi ness i nt o co nside rati on T h e

a .

firs t priz for t h e great es t numb e r o f po i nts is a w atch

e

or oth e r art icle suit ably i nscribe d c o s t i ng no t l ess t h an

, ,

$ 3 0 0 Th e s ec ond priz e for t h e s ec o nd l a rg s t num b e r

. e

o f p o i nts is a s imil a r t icl c s t i ng no t l e ss th a n$ 1 5 0

ar e o .

I n addition the r e are t hree prize s f r i ndividu al increas e

,
o

o f busi n e ss ov e r t h e pr evi ous y e ar ; t h e firs t t cost no t o

l ess th n $ 1 50 t h e se c ond no t l e ss t h an $ 1 0 0 and

a ,

t h e t hird n ot l e ss t h an $ 5 0 A mi nimum f . o

p oints is set as t h e b asis onwhich increa s e s must be fi g

u re d , both for thos e w h o m ad e l ess t h an points
during t h e pre vious year and f r th o se w h o are ne w in o

t h e o rg aniz ati o n Whil e t h e prize s f r t h e greates t

. o

numb e r o f points h av e b ee n won by t he s am e three o r

four men in t h e four y ears th at t h e cont e t h as bee n s

run ni ng t h e increas e priz e s h ave gon e t o diff erent me n

,

e ach y ea r .

I t may b e d esir ed t o pit p art f t h e org anization o

ag a inst a n oth e r p art t o t h xclusi no f the r org a ni e e o o

t i n m embe rs
o F o r ex mpl e a conc e rn w ith sal esm e n
. a .

a ll o v e r t h e c ountry but w i t h o nly t w city o rg ani za o

ti ns on in N e w Y rk and ne in C hicago in au g urate d

o , e o o .

w h at w a c all ed a big citie s cont st T w o se t s f

“ ”
s e . o

th eatre tick ets t h e tick ets d sired to be chos n by t he

, e e

win ners w er e o ff red as priz s I t b c am e t he o bj ec t

, e e .
e

o f e ach f t h e city o rg aniz ti ns t o tak both se ts o f

o a o e

tick ts int h e s am e m onth and a a re ult riv al ry be

e ,
s s .

lll — se
4 98 SALE S M AN AGE M E N T
c am e k een St andi ngs w re sh ow n ineach of t h e offic s
. e e

by lis t i ng t h e nam s f t h e cont e st ants in t h e ord r o f

e o e

t h ir s t n
e ding N ew York menin ed and C hic ag o men
a ,
r

inbl ck a .

2 8 1 M et h o d s of sh o w in s t and in s — M uch f t h
.
g g o e

i nc ent iv e of a c nte st d ep ends up ont h e w ay t h s t nd

o e a

i ngs a e annou nc ed and l t h ough t h e m et hod empl oyed

r , a

v ri es wid ely a few sugg st i ons will be giv enh re I n

a , e e .

t h e first pl ac e in t h e big ci t i e s c n t st j ust d escrib ed

“ ”
,
o e ,

r cords w er e p ost d e ach w k in e ch o f t h e offic e s

e e ee a ,

sh ow i ng t h e t ot l o f l ast y ear s busi ness for th t dist rict

a
’
a ,

t h e t o t al o f t h e l ast m on t h s busi n e ss t h t t al o f t h e
' ’

, e o

l ast w ek s busi ne ss and t h e tot ls for c orresp ndi ng p

e
’
a o e

r iod s f t h e prev i ous y ea r

o This furnish e d c ont i nu l . a a

i nc entiv e t o b tt er t h e l as t y ear s figur s at all p o i nt s

e
’
e .

O n or t w o f t h e c onc er ns runni ng b as b all and f oot

e o e

b all c ont ests ev enw ent so far as to g et ou t sp eci al pi nk

~

sp r t i ng ex t r as of t h e h ous e o rg an t o an nou nce t h e

o

st ndi ngs I n t h e c s e f t h e s l es m an g r s aut o

a . a o a a e
’

m bil e t h e usu l numb er o f p arts inanaut m obil e w as

o , a o

di v ide d i nt o t h e busi ne ss th at w ould be n c ess ary t o e

s cure it nd t h qu otie nt w as t k enas t h u ni t of s l s

e a e a e a e

t h at w ould pr o v id e on e p art T h en w ekly nnou nc e .

,
e a

m nts of t h e numbe r of p arts pr ovid d by e ch o f t h e

e e a

i ndividu l m nw ere m ad e and anautomobil e gradu ally

a e

b i ng a ss mbl ed w as pictured
e e .

One conc e rn pictu r e s e ch m onth in t h e hous e o rg an a

t he l di ng s l sm an at t h t op o f a l add er Anot h r
ea a e e . e

h us e h as b oth in its hom e offic e and in its h ous e org n

o a a

di l with t hree h ands one p oi nting t o t h e l ast year s s l s

a ,
’
a e

re c ord t h s econd t o t h e m rk s t f r t h e curr ent y r

, e a e o ea ,

an d t h e third sh ow i ng t h e pr ogr e ss o f t h curr ent y r s

’
e ea

s l es B all oons m ark e d with t h e c ont est ants nam es nd

a .
’
a

wi t h t h e numb e r of points s ecur ed may b e shown risi ng

 GE TT ING T HE B E ST OU T OF T H E ME N 4 99

ea ch w eek . th erm omete r is o ft n us ed One o

Th e e . r

g an i a
zt i o n which ru n s c o nt e sts in it s v a rious dis t rict
o ffic e s h as i n ea ch o ffice a l arg b o rd on which are e a

dr awn a numb er of th ermom t e rs and at t h e b ase of ea ch e

on e wh e r e t h e m ercury w ould o rdi n arily b e is a gl ass

gl ob e of r ed p aint E ach individu al s al e sm ans stand

.
’

in g is sh o wnby e xt e n di n g a re d li n e up t h e th rm o m e t e r e .

I n t h e conduct o f ny o f the s e c ont e sts it is a qu es

a ,

ti o n wh eth er t h e nam e s of t h e individu al s ale sme n

sh ould be divulged I n a numb e r f c s e s t h e nam e s . o a

are withh e ld an d t h e s t ndi ngs sh o w nby num be rs known

a

on ly t o t h e s al e s m anag r and t t h e i ndividu al s al s e o e

menb eari ng th em F anciful nam s which ar k e pt se . e e

cret in t h e s am e m an ner are ls o us ed T h e ide a f t his a . o

se cre cy is t o s av e th o s e int h e lo w pl c es f rom d isco u rag a

in g humili at o n
i Oth e r c o n c
. er n s publish t h e n am e s o f

t h e con t e st ants ont h e grou nd th t this f rnish s a st ro ng a u e

i nc entiv e to strive for a big ch ange in st andi ng b et w een

public ati o ns .

28 2 Qu o t as — Quot as are of t w
. . kinds : F irs t t h e o ,

mi nimum amount o f busi ne ss th t w ill be xpec t ed fr m a e o

a c ert ai nt e rrit o ry ; an d s c n d t he volum o f bu in e s e o , e s s

set by t h e s al e s m a n ag e r f r e ach i n dividu al s l e sman

o a .

which will entitl e t h e s al esm an t t h d is t i ncti o n a nd o e

h n r f h avi ng att ai nd be t n h i qu ta fo r a ce r
o o o e or a e s o

t i np riod a n
a e d which will e n ti t l e him t o a prize if o ne
h as b e e n o ff er ed I t is with t h e l tte r cl ass t h at w e are
. a

c onc e rned h er C mp eti ng f r prize s u nde r t he quota

e . o o

pl an di ff ers fro m t h e c nt sts pre vi usly d scri bed in o e o e

th t each manc omp et es n t against h i b ro th e r sal s

a ,
o s e

m n but ag in t hims elf an

e . a s d h i qu t a T h e co n test n s o . . o

m tt r h w c ar fully pl nnd w ill be d isc u rag in g t o

a e o e a e .
o

so m e in t h e rg niz ti n w h w ill d ide at t he outse t

o a a o o ec

th at t h ey h av n ch nc t w int he priz e P ro vid i ng

e o a e o s .
5 00 L
SA E S M AN AGE M E N T
a s al esm an s quot a is prop erly d et ermin ed it is a poor
’

man ind ee d who will be com e discour aged and f ail t o

m ake aneffor t t o attai nit .

2 83 M et h o d of d et e min
. r in g qu o t as — T h e s e tti ng of
t h e qu o t a is a m o r e r l ss arbitr ary m at t e ro e T h s l es . e a

m an ager w ill consid er p st r esult s int h e s al esm ans t r a

’
e

r it or y pr e s e n
, t loc a l c o n di t i ons t h t might ff e ct s al es a a ,

an d any s elli ng nd a dv e r t isi ng pl nt h t m ay h av e

a a a a

b eari ng ont h e busi ne ss t o be exp ect e d duri ng t h e qu ot a

p eri o d ; bu t m ore p articul rly h e w ill c onsid er t h e p ast a ,

p erf rm anc s o f t h e individu al s ale sm an and this w ill

o e

h av e t h e great e st weigh t ind etermi ni ng t h e quot a Sp . e

cial c ar e sh uld b e t ak n n o ot t o pl ac e t h e qu o t a t oo
e

high I t is much l e ss s erious t o set it t oo low I t m ay

. .

be set down a s a f und m ent al pri ncipl e in h andling a

s al esme n t h at a qu ot a sh ould n ev er b e given which is

imp o ssibl e or eve n difficult t o r each T h e qu ot a set .

sh ould b e such t h at with good consisten t work it will , ,

be e asy of t t ai nm nt a A qu ot a th at t h e s al e sm an is
e .

abl e t o b eat an d d o e s b eat str eng t h e ns him giv e s him ,

c onfid enc e and pu t s h im ina posi t i ont o assum a lit t le e

l rg er qu ot a t h e foll owi ng m onth A qu ot a th at is be

a .

y ond t h e s al esm ns r e ch on t h e oth er h nd discour

a
’
a ,
a ,

ag e s him nd t ends to c onfirm him int h h abi t o f f ilur e

a e a .

So m s al e s m anag e s ll o w e ach s le sm ant o set his ow n

e r a a

q uot a an d th en c u t it d o w n if t h ey thi n k h h a s pl a c e d it
, e

t o o high .

28 4 E a amp l es of q u o t
.
\
’

p rize s — Quot a priz e s m a

a y
b e o ff er ed f o pe ri ods f a m ont h
r l onger Som e firms
o or .

m ak e it a p oi nt to set qu ot as nd off e r priz es e ach a

m on t h ; ot h rs w hil e t h ey may set qu ot as e ch m ont h

e , a ,

off e r priz e s o n ly occ asionally Still mor e k eep t h e qu t . o a

prize a novelty by s etting quota s and o fferi ng priz es in

t er mit t e nt ly .
 G E TT ING T HE B E ST OU T OF T H E MEN 501

A s ale s m an ag er inord e r t o keep t h e July s ale s up

,

off er ed as a priz e t o each memb e r o f t h e o rg anization

who att ain ed a quota a h ands om e p e r fe c t ly m arke d
, ,

sn akewoo d c ane Whil e t h s t ick its el f w as v alu able

. e ,

t h e s a le s m n ag e r l aid p ar t icul a r s t r e ss
a na m e n t al pic o

tur e o f t h e stick w i nners m archi ng d o w n Bro adway

i n a body whe n th ey c am e t o N ew Yo rk fo r t h e
an n u al c onv en t ion in D ecembe r F req u e nt re fe r .

en ces w e r e m a d e duri n g t h e m onth t o t h e S nake

.

wood Brigad e Wh at s ale sm an wo uld be u nco n

.

c erned about b eing l e f t out f such a t rium ph ant com o

p any ?

F o r a tt a ini ng th eir qu ot s f o r t h e four m o nths imme

a

d iat ly pr ec e di ng th eir c on
e v ent i n n th e r h use o f o , a o o

f e ed its s al e sm e n a g en
r ui n w alrus tr av li ng bag e e

a dorn d with t he ir initi als in g o ld

e T he s l es m an ag e r . a

an n ounc e d th at h e w ant ed t o m ake this qu t a c nt s t o o e

uniqu e in t h at h e w ant ed t h av t h pl asure f pres ent o e e e o

ing ev e ry si ngl e m nint h e o rg an a iz ti n w ith a w al ru s a o

bag in t h e c o nv e nti o nh all a n d w ith t h at e n d in vi e w , ,

h ad set t h e qu t a s p articul arly l w

o Wi t h fe w x p o . e ce

ti ons t h e s al esme n w nt h eir b ags and as vid enc th at

o ,
e e

t h e quot as w er e r eally se t l w s v r l o f t he m a t t a in d
o , e e a e

t h e r equir ed am u n t f busin e s inlittl e mo re th anh al f

o o s

t h e tim e .T ke e p t h i n
o t r st f t h se me nalive ne w
e e e o e ,

qu ota s w ere set n t h att ai nm e nt f which t h e v we re

o e o

pre s ent ed w ith t oil e t s ts t g i nt t he b ags A fe w

e o o o .

m onths a ft e r t h e c onve nti n n w qu tas were se t and a o , e o

f ldi ng umbrell a th at c uld be c arri ed in t he w alru bag

o o s

w as o ff er ed .

An o th r h ou e fo r t h e tt a i nme nt f a quot a t fo r
e s ,
a o se

t h e m on ths o f Ju ne J nlv nd Au g ust ff e red a prize o f

, a . o

a f ldi ng ty pe writ e r w hich t h e s le m a n c ul d c a rry

o a s o

w ith him in h i tr v els s nd w hich w ul d a v h im a g re at

a a o s e
5 02 L
SA E S M AN AGE M E N T
d al o f troubl e in m aki ng out r ep orts and s endi ng t h e
e

n ec ess ary corre sp ond enc e .

T o pr ev e nt an y t en d en cy t ow ards slown e ss ing et t i n g

st arte d aft er an annu al c nv enti o n not h e r s ales m n
, o a a

a g er set qu o t a s f or t h e m on t h of J n u ary nd o ffe re d a a a

g old p enknife as a prize Aft er t h e c onv ent ion a cl ass .

,

of a do ze n men w ere t rai ned and st art ed ou t in th eir

t erritori e s o n J an u ary 1 5 t h T o i nsure th es e meng et .

ti ng start ed quickly t h e s al e s m anager allowe d th em t o

c mp et e for t h e gold k niv es and gav e t h em n omi n l

o a

qu ot as I t w ill be r eadily appr eci t d th at t h e prid e o f

. a e

th s e men in wi nni ng a qu ot a priz in t h eir first h al f

e e

month s work m ad e th em b et t e r s l esm en

’
a .

All t h qu o t a priz e s pr e vi ously r ef err ed to w er e suit

e

a bly i nscrib ed Ont h e um br ell a and c ane t h e insc ip

.
, r

t i o n w a s n t h e silv r m u n
, o t in g I n t h ca s e of t h e
e o . e

t yp e wri t e r a sp e ci al pl at w a s pr o vid e d
, eThis is a p oi nt .

t h a t may w ell b e b o r n inmi n d inc onn ct i onw ith qu ot a

e e

priz e s T h e prid e o f t h e s al esm an in p o ss e ssi ng and

.

b e i ng bl e t o sh o w t h e v ari us qu ot a priz es of his h ous e

a o

is str ng i nc entiv e t o him t strive f r th em

a o o o .

2 85 C o n ven .t ion s — An nu al s al e s conv enti ons a e r

wid ly use d by s lli ng o rganiz at i ns wh se m emb rs

e e o o e

work inwid ely s ep ar at ed t erri t ori e s and d n t c m e i nt o o o o

f r equ en t c ont act wi t h one anoth er r wi t h t h e s l e s m an o a

a ger Wh r p ossibl e t h e nt ir e org aniz t i onis c ll d

. e e , e a a e

t g eth e r for a thr ee o r f ur d ays co n ferenc e e i t h er at

’
o o

t h e f act o ry t h e h o m e offi c e or at s ome c n

, trally l oc at ed e

p o int Th e f actory or offic e is pr efe r bl I t is one o f

. a e .

t h e p en alti e s o f gr o w th t h at ev en tu lly t h e s elli ng o a r

g a n i at io n
z b e com e s so l a rg e t h at it is imp ssibl e t o g et o

t ogeth er in one pl ac e o in f ct to h av e all its mem r, a ,

b ers att end a c onv enti on f any s ort o .

Som e c onc er ns h old c onv nti ono f t h ir e st er n ep

a e e a r
 G E TT ING T HE B EST OUT OF T H E M E N 5 03

re se nt at ive s at N e w York and at its cl ose t h e pri ncip al , ,

offic e rs of t h e comp an y travel t o C hic ag and m eet t h e o

western org nizati o n C omp ani es w hich are s t ill l arge r

a .

h ave s ev eral o f th e ir office rs h old c o nventi o ns inv arious

centrally loc at ed ci t ie s t h e s al e sm en s al s age nt s and
, , e

distric t m an ag e rs from t h e surr u ndi ng t r ri t ry b ei ng o e o

called in T h e N ati o nal C ash R egis t r C omp ny h olds

. e a

a n umb er of such conventi o ns s ome o f w hich are pre ,

sid ed o ve r by t h e pre sid ent and ot h e rs by t h e s al s man e

a g er C onside rable quipm e nt int h w ay o f ch arts and

. e e

bulleti nb oards is c rri ed T h e Burroughs Addi ng M a

a .

chin e C omp any appli e s t h e co nv e nt i o n ide by c alli ng a

it s district m anag ers a nd s l sm e n i n t D etroi t in a e o

groups o f b et w een t w enty fi ve and fi f t y -

.

T h e pr a ctic e v a ri e s in r g rd t o b ea ri n g t h e e xpensee a

o f bri n gi ng men t o c o nv e nt io ns A gr at m any con . e

c er ns p ay all e xp ens e s i ncludi ng railr d f re s nd ho t el oa a a

bills Othe rs pay r ailro ad fare s but ex pe c t t h me nto

. e

d efray th eir o w nh o tel xp e ns e O t h rs m ake t h e o m

e . e c

ing of t h s al esme nto t h e c o nv e nt i o n t t h e co mp any s

e a
'

e xp e n s e d ep end e nt up o n t h e v lum e of t h e al e sm an s ’

o S

busin ess .

2 86 P rep a r t io n
. s for t h e co n
a ve nt io n— A c o nv e nti o n
repre s ents co nsid rabl m n y sp ent I f t h t mon ey
e e o e . a

is t o be an i nve stme nt and n t n x pe n s every t hing o a e e.

must be d o n t o m ake t h e c nv ntio n acc o m pli h t h

e o e s e

purp o s e for which it is i nt nd ed I t sh uld be pl ayed e . o

up b e foreh and in t h e h u e rg an nd int h e d a ily le t o s o a

t e rs t t h e m n F o r m nth b e f re t h e alesm an sh uld

o e . o s o . s o

be r emi n d e d at i nt rv als th at t h e tim f r t he an nu al

e e o

c o nv nti on is d raw i ng n a nd th at th y w ill w ant t

e e r a e o

h ave cred it abl rec rd t b ast f w h n t h ey co me in

a e o o o o e .

This sh uld s cure a spurt fr m v ry manin t he rg an

o e o e e o

i at i n f r t h gr a n d w i nd u p f t he vca r bu i ne '

z o o e -
o s s s s.
5 04 SA ES L M ANAGE M E N T
T h e m enin t h e fi eld should b e asked fo sugg es t i ons as r

t o t opics to b e discuss e d duri n g t h e c nve nt i o nand t h ey o

sh uld be t old s m et hi ng o f w h at will be xp ect e d o f

o o e

th e m in t h e w ay o f p r t icip at i on a .

C omp t ent c ommi t t e s sh uld b e app o int e d t o t ake

e e o

c re o f t h e s ev r l ph as s of t h e c nv nt i n T h e usu l
a e a e o e o . a

commi t tee s will be t h s ont h c onv nt i on l h all onen o e e e a ,

t e t ain
r ment on h ot l and f oo d and o n t h e pr o gram
, e .

Th e ch a irm an o f e ach o f th e s e commi t t ees should b e an

e x ecu t ive offic er .

2 8 7 T h e p rog ram —
. Th e pr ogr am should b e ar .

r ang ed t o bri ng up in t h e limi t ed t im e at t h e disp o s al

o f t h e conv enti on all t h e r eally imp o rt nt pr oblems o f
, a

t h e h ous e n d t h s l sm en All ot h ers sh ould b e e lim

a e a e .

inat ed C are sh ould b e t k ent h v e t h e pr sidi ng offi

. a o a e

cer o f t h e firs t s ssi o no f t h e c o n v nt i on giv a s t r ng

e e e o

i nspiri ng t lk t h at will s t rik t h e k yn t e o f t h e e ntire

a e e o

gat he ri ng T h e ch airm en o f t h e subs qu ent s essi ons

. e

sh ould b e c omp any ex e cu t iv s w h are f amili ar w i t h t h e e o

p articul ar m t t rs u nd e r discussi on w h a e str ong

a e , o r

e nough t h old t h c onv nt i o n t o t h e program and su ffi

o e e ,

cien t ly i n t e r sti ng t o k ep t h e s essi ns liven d up I n

e e o e .

a ddi t io n t o t h e man pre sidi n g th r e sh ould b e ch os en , e

lead ers f r t h e ge neral discussi on t h t will f ll ow t h e

o a o

o p en i ng address f t h pr sidi ng ffic er at e ch s e ssi on

o e e o a .

T h e s l ead ers als sh ould b e m n w h will s t ick t o t h e

e o e o

m at ter in h and and l ead t h e discussi onalong pr ofit abl e

lines .

2 8 8 T yp i cal p rog ram

.
— A t ent at iv e pr o gr am fo . r a

thr ee d ays c onv nt i on might i nclude a g et t oget h r

’
e e
”

se ssio n ont h e m orni ng f t h e first d y This w ill ll w o a . a o

t h e s al e sm ent o sh k e h n ds wi t h ne anoth r t o r ne w
a a o e , e

a cqu a i n t anc e s with m emb ers o f t h i nsid org niz ti on e e a a ,

who will mix in t h e g et t o g et h er s ssi on and u “ ”

e ,
e
 GE TT ING T HE B EST OU T OF T H E ME N 5 05

a bl e t h e g at h ering t o s ettle d own for t h e more se rious

work t o c me O nt h e a ftern oon o f t h e first d ay t h
o .
,
e

s al es r ecords of t h e y ear j ust e ndi ng might be discuss ed

with t h e s ale s m an ag e r pr sidi ng An nouncem ents o f e .

priz wi nn ers a nd pres e nt at i o no f pri ze s wil l be m ad e at

e

t his s e ssio n An .no u ncem e nts o f c o nt ests and priz e s f r o

t h e c omi n g y ear may f ll w T h e s e ssi n may clo se

o o . o

with thr ee mi nut e inspir atio nal t alks f r m each o f t h o e

s al esm en .

T h e m o rni n g of t h e s eco nd d ay migh t be give n ove r

t o a discussi o no f impr o v eme n ts int h produc t a nd t h e e ,

a f t e r n o ns ssio nt o s al e s buildi n
o e g pl ns fo r t h e comi ng
-
a

y ear i ncludi ng m et hods o f h andli ng t rrit ry and tra i n

, e o

in g n e w me n pl an s for t he d e v elo pm ent o f ne w t e rri

,

tory o ffic e c op e r atio nand adve rt ising

, o .

T h e mor ni ng o f t h e th ird d ay might b e d evot ed t o

improvem nts in t h e present ati o nand s lling talk and
e e ,

t h e aft ern o o n t o impr o ve m e n ts in s am pl s and equi p e

m ent and t o actu al s elling t alks give n by star s al sme n e .

2 89 S ecu rin m xi m u m be n efi t fr o m t h e co n v e n t io n
.
g a .

— Ev e ry mi n ut e o f t h e tim e sp nt inc o nv entio nis v alu e

abl e a n d no n e o f it should b e w a st ed by r ambli n g t alks .

frui t l ess discussi ons o r t o much mph asis on r lat ive lv

o e e

u nimp o rt ant m att e rs This m tt r li e s la rge lv in t h

. a e e

h ands of t h e presiding o ffic r D fi nit method s for avo id e . e e

in g th e s e thi n gs sh o uld b d vise d h w eve r

e I n t h
e e fi rst . o .

pl ace a firm st and sh ould be t ak en agai nst co mi ng in

,

l at e t o t h e c nventi nsessi ns I t sh uld be m ad e pl ain

o o o . o

t t h e s al sm nth at this i a nact f d i c u r t esv t w ard

o e a s o s o o

t h e pr e sidi n g ffice r t h s p ak e r and t h th e r s al esme n

o . e e e o .

I t sh uld h e i n
o sist d up nth at me nw h o talk h ave som
e o e

t hing r eally import ant t o say E ve ry ma nw h o i g i ve n . s

t h e fl o or sh uld be limit ed t o a ce rt ai ntim e d et e rmi nd

o e

by t h e imp rt anc e f t h e subj ect und e r discu sio n T he

o o s .
5 06 SA E S L M AN AGE M E N T
ch airm ansh ould h ave a h ell t o ri ng wh ent h e sp e k s a er
’

t im e is up This r at h er rbi t r ry m t h d w ill b e so ft

. a a e o

en e d if t h e h el l is firs t ru n g on a high offici l w h o h as a

p u rp s ely exc eed e d his t im e

o .

N riv al c nv ent i ons o f t h e o r f our menint h e r ear

o o r e

o f t h e h ll sh o uld b e a llo w d f or not hi ng is m or e dis

a e ,

t r a cti n g t t h sp eak er o t o t h e o th er s l sm n Th es
o e r a e e . e

mi nor discussi ns can b e brok en up c ourt ously nd

o e a

e ff e c t iv e ly by dr awi n g one o f t h e m eneng g ed i nt o t h a e

m ai ndiscu ssi n o .

Th ese a e l l exc ee di ngly di fficult m att ers up nwhich

r a o

t o in sist and still r et i n t h e spiri t o f ent husi asm nd

a a

g oo d fell owship w hich must p erv ad e t h e ent ire c onv em

tio nif it is t be a succe ss T o o much emph asis ont h e
o .

n ec essity o f b ei ng bri ef w ill pr ev ent men with id e s a

f rom expr essi ng t h m T oo much l eni ency ina ll owi ng

e .

ment o r ambl o nwill u se up v alu abl t im and w eary

e e e

t h e ot h er s al e sm n T h e ch irm an o f t h v ri ous ses

e . a e a

si ons mus t be su ffici ent ly dipl m at ic t enc ur ag e t h e o o o

on e s t ifl
, t h e o th r k e p discipli n
e ee nd c ons e rv e t im
, e a e,

a nd thr ough it all m ai nt ai n an ard ent and l y al spirit

, o

int h e c onv enti on .

2 9 0 B rin . i n i nt h e men— Just as much o f ano cc a

g g
si o n as possibl e sh ould b e m ad e o f t h e c omi ng ino f t h e
men I f al l t h e w este r n m en can b g t h er ed at S t
. e a .

L ouis and C hic a go and br ugh t nf r om t h t p i nt ina o o a o

sp eci al ca so much t h e b et t r Acc omm o d at ions sh ould

r, e .

b e s e cur e d at anoffici l h ot el and r ooms ssigned t o t h e

a a

s al esm en The y m ay be m t at t h e tr ai n by a d el g
. e e a

ti on o f t h i nsid e org aniz ati onand e scort ed first t o t h e

e

h t el and l at er t o t h e c onv ent i onh ll

o a .

29 1 E n t er t ain
. ment —I t sh ould b e r em emb er e d t h t a

wh en menfrom all o v er t h e cou nt ry are br ough t i nt o a

big city th ey exp ect a c ert ai nam ou nt o f ent ert ai nm nt e .

 GE TT ING T HE B E ST OU T OF T H E ME N 507

This d esire ou t h eir p art sh ould n t b p po e d b u t m d e o e o s a

a v a lu abl e p a rt f t h e co nv ent i n i t se l f
o I nf rm al o . o

lu ncheo ns m y be pr ovid e d f t h e me n nt h d ays f

a or o e o

t h e c onv e nti o n Th e se sh ould be att nd d by t h e pri n

. e e

cip al m emb e rs of t h e i n sid e rg niz t i n w ell a t h e o a a o ,

as s

s al e sm en A re c epti on t m t t h e v ri ous e xec u t iv e s

. o ee a

a nd dep ar t m ent h eads nd dire c t o rs f t h rg niza ti o ns a o e o a

might b e arranged This m y be foll w e d by ninfo r . a o a

m al g et t ogeth er di nner A th t re p ar t y could p

“ ”
. ea os

sibly be pl a nn e d for t h e s e co n d ev eni ng .

G r eat c a r e sh ould be t k e n ina rr angi ng t h e e nt e rt a i na

m ent with which t h e c onv nti nis cl os ed nt h veni ng e o o e e

o f t h e l a s t d ay I t is imp r t nt t h at th e re be ne spec i
. o a a

ally s t r o n g spirit of g oodfell owship p e rv di ng t his fea a

ture This s e ssi on usu ally a b anqu t sh uld l ead u p

.
, e , o

gradu ally t o a clim a x o f s om s rt and ca r sh uld be e o e o

t ke n t o h ave t h e c o nv ent i n br ak u p t t h high e t

a o e a e s

p o i nt of e nt husi a sm Arrang em nt s h uld h av b e n . e s o e e

m d e t o g et t h e menoff f th e ir t e rrit ry imm di at ly

a or o e e .

R etur ni ng t o t h e ffic t h n x t d y w h e nit h ao t tl ed

e e e a s se

b ack i nto its ev ery d ay r u t i n i d epr i ng and fo r t he o e s e ss ,

s ale sm ant o r m ai nin t h ci t y s everal d ays npl asu re

e e o e

b ent d ead ens t h e e nthusi a m h h cqui re d a t t he c n s e as a o

ve n t io nwithout his h avi n g h ad a ch ance t a pply it in o

t h e fi eld .

29 2 T h e co n
. ven o
ti n a l
h l — T h e co nve ntio n h all n ee d
not be s pr t nt i ou
o th n
e e am e w uld s ee m t s as i nd ic ate e o o .

I t sh ould h o w v e r be w ll v nt il at d su it b lv d eco r
, e , e e e . a

a t ed nd may c nt i n exhibi t s sh w i ng t h e g r w th f
, a o a o o o

t h e busi n ss r t h m aki n
e og f t he pr d uct Ju t e n ou g h
e o o . s

ch airs sh ould be pr vi d d f r t h e num b r w ho w ill b o e o e

e

pr s ent M any mpty ch irs o r a ball th at is t oo l arg e

e . e a

will h av e a d epr i ng ffect e ss e .

A st e n gr phic r p rt sh uld b m ad e f t h pm
o a e o o e o e
 08 L
SA E S M AN AGE M E N T
ceedi ng s o f busi ne ss s e ssi ns This will b e ex
all t he o .

p ensiv but it will b e w ell w ort h while if t h e c nvent io

e, o

sticks t t h e program
o .

29 3 R e
. su l t s of t h e co io —
nvent n T h e c onv enti o n is a
c ombi nat i o n o f w ork and pl ay T h e pl y sh ould not b . a e

a ll ow e d t o e n cr oach up on t h e w ork and t h ere should

be s nap and enthusi sm inev e ry s essi on I f t h e conven
a .

ti o n h as b een prop erly h andl ed it will r et urn it c s t , s o

m any tim es ov r in t h e i ncrease d en t husi asm l oyalt y

e ,

an d k nowl edge o f t h e fi eld forc e and int h e new vi ew ,

poi nt it h s giv ent h e i nsid e o rg niz ati o n R ecrui t s f

a a . or

t h e s al e s f rc e w h o h av e h a d an o pp r t u n
o ity t o at t end o

t h e s e ssi onwill e nt er t h e tr a i n i ng cl ass wi t h anu nqu ench

abl e e n t h u si a sm .

29 4 P ro mo t ion— Ev e ry s al e sm an e sp e ci ally if h
.
,
e

b e a g oo d s ale sm an is a mbi t i ou s , Whil his first go l . e a

is t o i ncr eas e his s al es and his i nc om e s a s l sm an h e a a e

will usu lly h ave a l at ent ambiti on t o o ne d ay assu m

,

a e

m o r e r esp onsibility on t h e s elli ng e nd f t h e bus iness o .

I t is not to be exp ect e d th at t h e s l sm an will id nt i fy a e e

t h e in t erests of t h e h use w i t h his o w nu nl e ss provision

o

is m ad e f o s at is fyi ng his ambi t i on Wi t h t h e s ale s

r .

m an ager f broad visi on t his ambiti on o f t h e s al e sm an

o ,

will be r e cipr oc t d T h e s ale s m nager will b e just as

a e . a

an xi ous f r t h e s l esm an t o d ev elop as t h e l att er is

o a ,

h ims elf . T h e s al es m anag er sh ould see to it th at in l l a

r eas onabl e w ays his mbi t i onfo t h e s al e sm an p arall els

a r

t h e s al e sm ns mbi t i nf or hims lf
’
a a o e .

T h e s al esm an sh ould b e ti ed t o t h e h o us e by b ei ng
a ll ow e d t o a cquir e an i n t ere st in t h e c omp any H . e

sh ould be encourage d t o acquire and d ev el op qu al ifi ca

ti ons th t will m ak e him first a succ essful w orki ng man
a

a ger of a territo ry and l at er m an ager f a district offic o e .

This sh ould not be di ffi cult Ordi narily a grow i ng busi.

,
 G E TT ING T HE B E ST OU T OF T H E M E N 5 09
.

n ess — and every busi ness u nd e r t h e right m an ag em e nt

will b e gr wi ng busi ne ss— canabs o rb menas f s t
a o a as

th ey a e de ve l o p ed N e w d ep artments should be
r .

h ead d by men t ak e n from and d evel p ed in t h e busi

e o

n e ss Th ere w ill be no d efi nite limit t o t h e pr gre ss

. o

of a busi ne ss directe d by men d evelop ed in t his w y a

an d by e x e cutiv e s c ap abl o f de v e lopi ng such me n I t

e .

is this vision of al w avs h avi ng b e fore him t h e opp o rtu n

ity o f s e curi ng a posi t i onj ust as big as his ability e n
ti t l e s him to th at will grappl e t h e mbitious and bl e a a

s alesm anto t h e hous e w it h hooks f ste l o e .

2 95 I d ealizin t h bu siness — Th a t m e thod s such as

.
g e

h ave b een d e scrib e d cost m on y c nno t be d e ni ed e a .

But t h at t h e mo ney sp ent is r et ur ne d m any tim es ove r

is evid enc e d by t h e big r apidly g ro w i ng c nc rns from
,
o e

whos e exp eri ence s th e s e f c t s and m thod s h ve bee n a e a

draw n I n re ality it costs m o r m ney t o o p rate a l t

.
,
e o e o

of poorly trai ned menwi t h lit t l e r n enthusi a s m th an o o

it d o s t o h ndl e a w ell t r ain ed highly effici e nt e n

e a -
t h u sn ,
-
,
-

a sti o org an iz ation .

Th at conc e r n is to be c ngratul ated whose s al e smen o

re fe r t o t h e h ouse as ours — w h co nsid er themse lve s

“ ”
o

no t distinct s elli ng units but m emb e rs f a b ig g ro w i ng o .

family— w h o look upo nth i r c nc r na t h ide l of or e o e s e a

g aniz atio n squ are d eali ng and effici enc y and u pon it
,
s

product t h e b e st of it ki nd —w h f l th at their com

as s o ee

p any is p erformi ng a highly us e ful service in t he w o rld

an d th at th ey are privil ge d in b ing it s re pres n e e e

t a t ive s— a n d w ho through this l o ve a nd reg ard

, .

c as t th eir lot with t h e o rgani zation not fo r a d ay bu t

fo r y ears .

This is no t an extrav ag ant st at ment T here are e .

numb rl ess conce rns in w hich uch a pi rit pe rv ade s t he

e s s

s elling rg aniz ation fr m t o p t botto m Few bu i

o o o . s
5 10 L
SA E S M AN AGE M E N T
ne ss es are so big so succ essful or so ind ep end ent th at
, , ,

th y would not c ea s e to grow acquire dry r ot and ven

e , e

tua ll y crumbl e i nt d c y if su ch a spirit w er e wholly

o e a

l o s t t o t h ir s l e s f orc s
e a e .
 Q U I Z QUE S T I O N S

(T h e nu mbers refer t o t h e nu mbered ons int h e t ea t )

sect i .

P AR T I : M ARKET I N G M ET H O D S

I N TR OD UC T I O N
1 . Wh at ar e t he three ph s es f se lli ng ?
a o

2W h y h as t h e
. i nflu ence o f trad e rel ations assumed
growi ng imp ort ance ?
3 Wh at is t h e di ffe rence be t w een s al esm anshi p
. a nd
a dv ertisi ng ? D o th ey b t h a im t t h e s am e nd ?
o a e

4 U p o nwh at d o e s profit ult im at ely d e pe nd ?

.

C H APTE R I

5 . G ro up t h e
trad e fac t rs o .

6 Wh t is t h e fu n
. a d am nt al b asis fo r di ff e re n ce s in
e

m arketi ng m eth ds ? o

7 I n studyi ng t h e m arke t wh at qu e stion s must be

.

answ e r d
e ?

8 Why are typ ew rit rs usu ally sold di rect t o t h e u e r

. e s

by t e m anufactur r
h ? e

9 D iscuss s m
. f t h f ct rs w hich h ave co m plic a t ed
o e o e a o

t h e pr bl m f d i tributi n
o e o s o .

1 0 Are tr aditi n
. al tr ad e ch ann el ge n
o e ra llv r e spect ed
s

tod ay ?
1 1 Wh ere d oe s t h e old ch ain o f distri buti on still pe r
.

sist ?
5 12 MAR K E T ING M E T HODS
12Wh at h s b nt h e t end ncy inre g ard t o m ethods
. a ee e

o f distribu t i on ?

1 3 Who o f t h e f o ll ow i ng a e co n
. sum ers ? A h ot el
r

ke p er buyi ng fo d ? A s t or e k eep e r buyi ng p ap e r t

e o o

wrap bu ndl e s for h is cus t om ers ? Th e t ail o r w h o buys

cl oth T h e mill er w h o buys wh e t ? T h e h ous ewi fe w h o
? a

buys t ea ?
1 4 D efi n
. e t h e t erm r t ail er e .

1 5 Origi n lly w h at w as t h e di ff e r enc e b etw e en job

. a

b er and w h ol s al er ? e

1 6 H ow d oe s t h e m anuf actur er di ff e r fr o m t h j b
. e o

b er or fr om t h e r et ail e r ?
1 7 Why is t h m rk et i n
. eg probl m o f t h m nu f
a e e a ac

t ur e r m o r e c omplic at ed th an t h e j bb er s t il r s
’ ’
o or re a e

m ark eti ng probl ms ? e

1 8 Wh at is a m an
. ufact uring j obb er A s emi j b
? -
o

be r ?
19 . Wh t a t h ch aract erist ics o f t h e g nt
a re e a e ?

20 . D is t inguish b etw eent h e commissi onman nd a t he

a g e nt .

21 . Of w h at impor t ance are brok ers int h e m erc a nt il e

w orld ?

CH APTER II

22 . H ow m any ret ail st re s o ar e t h er e in t h e Uni t ed

S t at e s ?
23 Why is t h e r et ailer import ant t o t h m nu f ct urer
. e a a

an d t h e j obb er ?

24 I s s elli ng at r et ail an
. d b e ing a r et il e r t h s m a e a e

thi ng ?
25 W h o first co n
. troll d t h e m erch ndisi ng which ex
e a

ist ed outsid e of t e m trop li n cent ers

h e o t a ?
 QUIZ QUE STI ON S 5 13

26 . Wh erein li s e t he us efuln ess o f t h e ped dle r ?

27 H ow do e s t h e c anv a ss e r di ff e r from t h e p eddl e r ?

.

28 Wh at is t h e di ffe r e nc e b e tw ee n t h e sp e ci al t y s al e s
.

ma n an d t h e c a nv a ss e r ?

29 I n s elling wh at sort of goods is t h e sp e ci alty sa l e s

.

manus eful ?

30 Why doe s t h e r et ail st re hold such a str o n

. o g p o si
tion in t h e ch ai n f distributi on
o ?

3 1 Which c am e first t h e sp eci alty st o re or t h e g e n

.
,

e r al st o r e ?

3 2 Wh a t ar e t h e r easons for t h e growth o f t h e d e

.

pa m r t e n t s t or e ?

3 3 D e scrib e t h e t w o kinds o f d e p a rtm e n t s t o re s

. .

3 4 T h e ch ai nstor e sys t em o f ret ail s lli n

. g e .

3 5 Wh at h as m ad e possibl t h d e v elopm n
. e e t f s ll
e o e

ing by m il a ?

3 6 J ustify t h e e xist en
. c e o f t h re t ail store
e .

C H APTE R III

37 Wh at w as t h e st atus o f ret ili ng be f re t he C ivil

.
a o

W ar ? Why ?

3 8 H ow did t h e ch an
. ged c ndi t ions aft r t h e W ar
o e

aff ect r e t ili g

n
a ?

39 H as t h e increas e d c omp etition inre t aili n

. g t e nd ed
to r ais e its st tus
a ?

4 0 Wh at is t h e n
. ew b a sis o f co mp e titi on in re t a il

in
a I ncomp ting with
] . e t he d ep artment sto re wh at is
t h e sp e ci alty st o re s sourc e o f stre n th ?
’
g
42 Wh . a t is t h e w e akn e ss o f t h e sp e ci alty h o
s
p ?
43 H .o w c a n t h e count r y g e n e r al s to re b o ld tr a d e ?
4 4 Why do e s t h e g e n e r a l sto re lo se tr a d e ?
—83
.

III
5 14 M AR KE T ING M E T H OD S
45 . D iscuss t h e inh er ent adv an t g e s
a of t he d ep rt
a

m ent store .

46 . Ar e t h e ctu al e conomi es in a d ep artm ent s t ore

a

a s l arg e a s migh t b e exp ec t ed ? Why ?

4 7 Why is conv en
. i ence t o t h e public an import ant
f tur e in h e d ep artm e nt store
ea t ?

4 8 D o es t h e d ep artm en
. t store h av e greater buyi ng
a dv a nt a g e s th ant h e sp ci al t y st o re ?
e

4 9 I n wh at w ays d oe s a d e p artm en t s t o r e s siz e pr ov e

’
.

ana dv an t g
a e ?

5 0 Wh e r e i n li e s t h e w eakn
. e ss f t h e d ep ar t m ent
o

store ?
C H APTE R IV

51 .Wh at is t h l at e st c omp et i t iv e f ct or int h e ret il

e a a

s elling fi eld ?
5 2 Why h as t his f ac t or e sc a pe d g en
. e r a l at t e nt i on?
5 3 N am e s om o f t h e b e st know n e x ampl e s o f this
. e

f actor ?

5 4 Are th er e an
.
y e x ampl e s in t h e dry go o ds fi eld ?

5 5 H ow
. re t h e G o ld e n R ul
a s t ores o rg aniz ed
e ?

5 6 T o w h at f c t o rs d e s M r Wh el ana scrib e t h e suc

. a o .

c ess of t h e Unit d C ig r Stor es

e a ?

5 7 I n g en er a l wh at ar e t h e i nh er e nt strong points of
t h e ch ain stor e ?
58 En
. umer at e t h e obst acl e s to ch ain store succe ss es .

59 I s ch ai ns t o r e comp etiti o n insurmou n t abl e f or t h e

.

i ndividu al ret ail er ?

6 0 U nd e r wh a t circumst anc e s may t h e sm all re t ail er
.

buy on a l arg e scal e ?

6 1 Ar e c o o p er ativ e ch ain stor e s animport ant f actor
.

inthis c ou ntry ?

62 Wh at is t h e m ain purpos e of t h e co op er ativ e

.

stor e ?
 QUIZ QUE ST I ON S 5 15

63 .Why h as not t h e c oo pe r tive mov em ent gai ned a

t h e fo o thold in t h e U ni t d S t a te s th at it h a s abro ad ?
e

Upon wh at do es t h e succ ess o f t h e coop erative stor e

princip all y d ep end ?

6 4 H o w h av e f or eig n coope r ativ e st o re s built up
.

t h eir succ ess ?

65 H a s this b ee n ch ract e ristic of t h e Ama icanco
. a

o p e r a tiv e mov em e nt ?

6 6 Why do n ot co op er ativ e st o r e s s avi ngs a l w ays ’

.

m ateri aliz e ?
C H APTE R V

6 7 I s t h e m ail ord er busi n

. e ss t h e c ause or r e s u lt of
-

t h e impr ov em e nt in adv e r t isi n g ?

6 8 Wh at n am e s d oe s m ail rd e r s elli n
. o g call t o mind
- ?

6 9 D o l arg e hous es c o ntrol t h e m il ord er bus in e ss

. a -

e ntir ely ?

7 0 N am e t h e two ki nds o f m a il s al es
. .

7 1 Why a re go o ds s old by m ail

.
?

7 2 I s th e re any b a sis fo r cl a ssifying ov er t h e coun

.
- -

t er d eal e rs a s l egitim at e an d m ail o rd e r d e al e rs as ii -

l egitim t e d eal ers ?

a

7 3
. Wh a t is t h e justific a ti n o f s ellin g byo m il ? a

74 D oe s t h e m ail ord e r busi n ss re n

.
-
d e r a s e rvice
e ?

75 H ow do e s s elling by m ail creat e busi n

. e ss ?

76 I s t h e ch arg e th at m ail rd e r h us es stimul ate

.
-
o o

o v e rbuyi n g a w eighty n ? o e

7 7 G ive an illus t rati on o f b e tt e r s al e s s e r ice re n

.
v

d ere d by a m il o rd e r h ous e
a -
.

7 8 Of wh a t w ak ne s e s inm ail ord e r se llin g c nre

. e s -
a

t ail ers t ak adv ant ag in c omp t i ng with a m ail rd e r

e e e -
o

h us e ?
o

79 N am t h i n
. eh e rent adv ant ag e s of t h e mail o r de r
e -

h ouse .
5 16 MARKE T ING M E T H OD S
80 .I s it tru e th at a m ail o rd er h ouse canoffe r low er
-

prices simply b ec us e it is m ail rd e r h us e

a o
a -
o ?

8 1 D o e s t h e m a il o rd e r h ous e h av e a much lowe r c o s t

.
-

o f d o ing busi ness t h an t h e r et ail d eal er ?

8 2 Wh at big a d
. nt a g e h s t h e m anuf acture r w h
va a o

s lls by m il
e a ?

83 D o s t h e usu al m ail orde r h ous e poss e ss t h e s m e

. e -
a

a dv a nt g e ?
a

8 4 H ow ar e price s o f t e n l o w er e d to m ail ord e r

.
-

hous e s ?

8 5 Wh at are loss l ead ers I s th eir u se c onfin ed

”
.
?

t o m a il orde r hous e s ?
-

8 6 Why is it s id th at t h e m ail o rd e r hous e canusu

. a -

a lly un d rs ell t e local r ail st ore

e h e t ?

8 7 Enum e r at e t h e stro ng p o i n
. ts o f t h e loc al s t ore .

8 8 Why d oe s t h e loc al d eal e r so of t enf a il inc omp e

.

t itionwith t h e m ail ord e r h ous e ?

-

8 9 H ow cant h e loc l s t o r e e xt end it s sph ere of in

. a

flu enc e ?
9 0 Wh at d o most r et ail c omp e ti t ive pr obl ems in
.

v olve ?

CH APTE R VI

91 .Why h as t h e buyi ng pr oble m b ecom e compl ex ?

9 2 U p onwh at b a sis sh ould t h e d e al er m ak e his buy

.

ing c on nections ?
9 3 H ow is t h e m anuf a ctur er r em o d elli n
. g trad e

ch annels ?

9 4 Wh at is n at ion al adv ertising

.
? Wh at is t h e ef
f eet o f n ati onal adv ertising o nt h e g o ods a dv er t ise d ?
9 5 Wh at is a priv t e br and ?
. a

9 6 Wh at is t h e pri n
. cip al advant g e of h andli ng n
a a

t ion ll
a y a dv e rtis e d g o ods ?
 QUIZ QU ES T I ON S 5 17

97 . H owdoe s t h e m anuf actu r er s adve rtising h elp t h e

’

pre st ig e o f t h e l oc l d eal e r w h o h andle s t h e manu fac

a

t u er s g ods
’
r o ?

9 8 I f e qu l in ll o th er r e sp e ct s w hich will d o more

. a a

busin ess t h e stor e h andling n at i onally advertis ed goods

,

or t h e one pushi ng it s private br nds ? a

99 D o e s h andli ng a dv e rtis e d go o ds l o w e r t h e se ll ing

.

cost ?
1 00 Why may it b e m o r e profit abl e t o h andl e a n
. a

t ion al l y a dv e rtis e d a rticl e yi e lding a sm all pr o fi t

p er s l a e

th an one not adv ert ise d yi ldi ng a l arge r pro fit

e ?

1 0 1 Wh at are t h e usu al w eakn e ss e s o f t h e man

. u f ac

t u r r s s lli g a ids
n
’
e e ?

1 02 Why is substitution a qu e stion of busi n

. e ss pol

icy ?

1 03 H ow do e s an e xclusiv e ag en
. cy Ope rate t o t h e
d e al er s adv ant ag e ?
’

1 0 4 I s it a s profit abl e to h andl e adve rtised goods a

. s

un adv rtise d goods

e ?

1 0 5 I s t h e h an
. dler of advertised products a mere ma
chin e ?

1 0 6 Wh at a re y u r c n
. o clusi ns ab ut t h e r el ation of
o o o

n ation al adve rtisi ng t o r t ail tr ad e ? e

C H AP T ER V I I

1 07 Why is t h e j obb r s s rvice littl e und rsto

. e
’
e e od ?

1 0 8 I s t h e j bb e r s m rgin o f pro fit high ?

’
. o a

1 0 9 Wh a t is t h e first s ervic e re nd e red by t h e j o bbe r

.

t o t h e m anu f actur e r ?
1 1 0 H o w d o e s t h e j bbe r cu t t h e m an ufac t u re r s '
. o

s elling e xp ens e s ?
1 1 1 Why is t h e j bbe r abl e t
. o cu ltiv ate t h e m arket
o

m ore i nt nsiv ely th n i t h e m nu factu re r ?

e a s a
5 18 MAR KE T ING M E T H ODS
1 12 H ow does t h e j obb e r s ave t h e m anufac t ur er s
.
’

shipping and stori ng ch arg es ?

1 1 3 I n wh at w ay d o e s t h e j obb er s ave int h e c o st o f
.

c arryi ng acco unts ?

1 1 4 D o e s t h e m an
. ufactur er always u se all t h e s erv
ic es which t h e j obb e r is pre p are d t o r end er ?
1 1 5 Wh at would b e t h e effe c t upon t h e r et a il er if
.

j obb ers w er e sudd enly e limin ate d from t h e ch ai no f dis

t r ibu t ion?
116 . I nwh at li nes is t he j obb er ess enti al in d ist ribu t
ing g oods ?
1 1 7 H ow do e s t h e j obb er s erv e t h e c onsumer ?

1 1 8 I s t h e j obb e r s f u ncti on as a cl ari ng h ous e f r

’
. e o

g ods effici ent Wh at sugges t ions h av e b ee n m d e f r

o ? a o

a lt eri n g his fu ncti on

t ?

1 1 9 Wh at n
. ew m ethod is growing in import anc e in

selling at wh ol es al e ?

1 20 Wh at ar e t h e a dv a nt a ge s o f s elling at w h ol e s al e
.

by s al esm n ? e

1 21 By m il
.
?a

1 22 Why ar e th es e m et hods c mbin d

. o e ?

CH APTE R V III

1 23 . Is t he j bb r likely t be b olish ed
o e o a ?

1 24 . H ow h as t h e siz e of r et ail s t or e s ff ect ed t h e job

a

ber ?

1 25 . Wh at h as b een t h e eff ect o f cheap and quick

t r an sp ort ati onupon t h e j obb er ?

1 26 D oe s t h e j obb er som etim e s w illingly l e av e t h e

.

fi eld ?
1 2 7 H ow h as n ation a l a dv e rtising aff ect e d t h e deal
.

er s st atus ?
’
 QUIZ QU E ST I ONS 5 19

1 28 Un
. d e r wh at co ndi t i ons h av e j obbe rs enter ed t h e
ret il field
a ?

1 2 9 H o w d oes t h e j obb er jus t i fy pric e discrimi n

. a t i o n ?

1 3 0 Un
. d er wh at two h eads may t h e m anuf acture r s ’

ind ep e nd ence of t h e j obb er be cl a ssified ?

1 3 1 Why is t h e j obb e r unabl e t o push an
.
y o ne lin e ?

1 3 2 Wh at h as brough t ab o ut t h e m an ufacture r s de ’
.

sir e o keep cl s
t o e t o t h e m ark e t ?

1 33 H ow h as adv e rtisi ng m ad e it n
. e ce ss a ry f o r t h e

m anufacturer t o g et clos er to t h e ul t imate distributio n

o f his pr duct
o ?

1 3 4 Why are s o m e j obb ers oppos ed t o n

. atio n al ad

v e rt isi ng ?

1 35 Wh at h as be en t h e e ff ec t o f t h e price m aint e
.

n ance p o licy on m anu fac t urer j bb r r l i ns

o e a t o ?e

1 3 6 H ow h as t h e e xclusiv e a g en
. cy aff ecte d t hi s re
l ation ?
1 3 7 H ow h as t h e m nuf actu r e r o f c o mpl e t e l in e s
. a

a ff e ct e d t h e j obb er ?

1 38 Why is t h e m anufacture r s ome tim e s forced in

. to
direct s elli ng ?
1 3 9 H o w do e s t h e n atur e of t h e c o mm od ity influ en
. ce

t h e m ethod o f distribu t i o n ?

1 4 0 Why h as t h e c st f dir ct s elli n

. o o g b ecome low e r ?
e

1 4 1 I s dir e ct s elli n
. g d ue t t h e i ndividuals eng aged
o

in distribution or t o a n tur l t d e ncy

ae n ?
a

CH APTE R IX

1 42 I n wh at lin es is t h j o b be r mo re th anme rely a

. e

distributo r ?
1 43 Wh a t is t h e priv at bra n
. d pr bl em ? I s it t he
e o

c ause or t h e r e sult f t h e ch angi ng st atus f t h e j o b be r ?

o o

1 44 En um rat t h e v a ri us ki nd f m anufactu rin g

. e e o s o
5 20 MAR KE T ING M E T H OD S
j obb ers N am e som e w h adv ert is e t h ir br nds t o t h e
. o e a

gen eral public .

1 4 5 F r om wh at st andpoints should priv at e br an

. ds be
c onsid ered ?

1 4 6 I s it tru e th at t h e j o bb r s s ol e purpos e in pu t
’
. e

ing ou t priv at e br ands is t o m ak e m or e m oney irr sp c e e

tiv e o f t h e qu ali t y of t h p r duct ? e o

1 4 7 H ow d o e s a priv at e br an d h elp t h e j obb er t o

cont ro l his trad e ?

1 4 8 I nwh at w ay doe s t h e priv at e br and h elp to cr e

.

at e busin e ss ?

1 4 9 D is t i nguish b etwe en t h e four cl a ss e s of man

. u f ac

t u rers w h o ar e t h e s o urc e of priv at e br a nd g oo ds .

1 5 0 Who ar e oppos e d t o priv at e br an

. ds ?
1 5 1 Why is t h e priv at e bran
. d unfair t o manu f c a

t u r er s w h s e ll thr ough j bb ers

o o ?

1 5 2 H ow cant his unf a irn

. e ss b e a void ed ?

1 5 3 Wh at is t h e answ r to t h e pr fit argum
. e o nt ? e

1 5 4 D oe s t h e j bb e r p erf o rm his tru e s e rvice if h e

. o

does not h andl e adv ert is d g ds oo e ?

1 55 D oe s a dv er t ising incr eas e t h e cost t o t h e con

.

sum er ?

1 5 6 Why should t h e m anuf actur e r av o id s elli n

. g his
en t ir product to a j obb er w h o us e s his own priv at e
e

br and ?
1 5 7 W o uld it h elp t h e c onsum e r if e ch articl e w as
. a

s t amp ed with t h e m anu f ctu rer s n amea ? ’

1 5 8 Wh e n is cri t icism of t h e priv at e br an

. d r j ust i e

fi ed ? Unju st ifi e d ?
1 59 . Is t he mmat ion of t h e
el i j obb er n a dv ant ag e
a

to t heconsumer ?
1 6 0 Why is t h e j obb er lik ely to p ersis t
. as l ong as w e
h av e comp eti t iv e industry ?
 QUIZ QU E ST I ON S 5 21

CH APTE R X

1 61 . Why is it imp o rt ant to h av e a d finite s lling

e e

pl a n?
1 62 Wh at is t h e b asis o f a go od pl an ?
.

1 63 Wh at e xcus e is o ff e r e d fo r f aili n
. g t o an alyze
t h e s elling pl an ?
1 6 4 Why is t h e m anufacture r s s e lling pr bl e m d iffi
’
. o

cult ?
1 6 5 I noutlining a s ell ing c amp a ign w h at should be
.

includ ed ?
1 66 Wh e n sh o uld t h e an a lysis o f t h e ca mp a ign pl an
.

be m a d e ?
1 6 7 Wh at should be t h e first st e p inan
. alyz ing t h e

s elling c amp aign ?

1 68 I s t h e r aw m at eri a l animporta nt fac t or ? W h y?
.

1 6 9 Why must pl ant c ap aci t y be inv e s t ig ate d ?

.

1 70 H o w is t h e l abor supply r el at ed t o t h e p lan of

.

c amp aign ?
1 7 1 Why should t h e cost b e d e finit ely known?
.

1 72 Wh at p o i n
. ts should be consid e red in co nn ection
with t h e c apit al ?
1 73 4 Why is t h e n am e an
-
. d tr ad e m ark impo r t an t?
Wh at points should be striven f r in t h is co nn ection ?
o

1 75 C ant h e p ack a g e be m ad e a s e lling poi n

. t?
1 7 6 H o w may t h e s elling poin
. t s of a prod u ct be
ch art d e ?

1 77 Wh a t o th e r fact r a sid e from t h e prod uct an

. o d
t h e m ark et must be studi ed ?
1 7 8 Why is t h e n ature o f t h e d em an d im po rt an
. t?
1 79 Will t h e s lli n
. eg pl anbe i nflu e nced bv t h e classi
fi cat iono f t h e produc t a a n e ce ssit y o r a lu xury ?
s

1 8 0 H w d o s t h cl assifica ti no f t h e p rod u ct as a
. o e e o

f ad o r a st a pl e a ff ec t t h e sa l es pl an ?
5 22 MAR K E T ING M E T H ODS
1 81 W uld t h e f ct t h at t h e pr oduct w as
. o a re a

p t
ea er ffa cet t h ca mp ig n
e ? a

1 82 summ a riz t h e p o i n
. t s t b c nsid e r e d in pl n
e o e o a

ni ng t h e s al e f pr o duct
o a .

CH APTE R XI
18 3 . Wh a t is m e ant by h
t e m a rk e t ?

1 8 4 Why sh ould t h e m ark e t h e s t udi ed ?

.

1 8 5 I s it s a fe t o c on
. fine t h e app e al t o t h e p ers onw h o
p ays for t h e produc t ?
1 8 6 D iscuss t h e f act o rs w m loc at e t h e m ark e t
.

hich y
”
a .

1 8 7 T o wh a t e x t en
. t must buying s e a s ons b e con sid

er e d ? H ow m ay s e a s onal buyi ng be o ve rc om e ?
1 8 8 Wh at buyi ng h abits a sid e f r o m s ea s on
. al buyi n g
must b e consid ere d ?

1 8 9 Why sh ould t h e c on sum i ng possibiliti e s o f t h e

“

m ark et b e d et ermin ed ?
1 9 0 Wh a t w ould b e t h e r e sul t o f e n
. teri ng a s at u
r t d m rk et
a e a ?

1 9 1 W h y sh ou l d t h e m an
. ufactur er c omp ar e his pro
duct i o w ith t h e p ssible consu mp i n
n o t o ?

1 9 2 Wh at sh oul d t h e m an
. u facturer know about his
c omp et i t ors ?
1 9 3 H ow d o e s t h e r e l ativ e s t r e n gt h o f t h e c omp et i
.

t o rs a ff e c t t h e m ark e t f o r t h e m an ufac t ur er ?
1 9 4 Wh at is t h e most import an
. t p o in t t o know ab out
c omp et i t ors ?
1 9 5 S u mm a riz e t h e p oi n
. t s to be c onsid e r e d in s t udy
ing t h e m ark et .

CH APTE R X I I
1 9 6 Aft e r s t udyi ng t h e pr o d u ct a n
. d t h e m ark et w h a t
is t h e next probl em for t h e m anu facturer to consid er in
 QUIZ QUE ST I ON 8 5 23

m rk ting his product Why is this probl em so diffi

a e ?

cul t ?

1 9 7 Outlin e t h e tr ad e ch ann
. els which are a v a il abl e .

1 98 U pon wh at d o es t h e ch o ic e o f t h e trad ch a n
.
e ne l
or c ombin a ti o n of tr a d e ch n nels d ep end ?
a

1 9 9 Wh at ar e t h e adv an
. t ag e s of s ell i ng direct t o t he
n
co sum r T h e dis adv antage s ?
e ?

20 0 Wh at c onsid e r ati o n
. s dict at e s ale s direct t o t h e
r et ail er ? Wh at are t h e dis adv nt age s f t his m e t hod ?
a o

201 Why m ay it b e a dvis abl e to s e ll dire c t t hrough

.

sp eci al repres ent ativ e s ?

20 2 Wh at must a m an
. ufac t ure r do be fore h e ca nd e
cid e up o n his ow n s ale s o rganiz atio n? I s it esse nt i al
th t tr d e ch n els be t ak en for gr nt ed
a a an ? a

20 3 G iv e e x ampl e s wh e r e simil a r a rticl e s

. re ma r
a

ket ed inwid ely di ff e rent w ays .

20 4 To wh at e xt ent sh oul d cust m be co nsid e re d in

. o

choosi ng trad e ch ann els ?

20 5 D isti ngu ish b etw ee n sh o ppi n

. g line s and co n
ve n ience g o ods Wh at is t h e pract ica l a pplicati n f
”
. o o

this distinction ?

20 6 H ow d o es unfamili arity o f t h e prod u ct influ en ce

.

t h e m ark e ting pl an?

20 7 Why sh ould complic ated prod ucts be sol d d i
.

rect ?
20 8 D iscuss som e of t h e g en e r al fa ct o rs w hi ch ma v
.

d etermin e t h e s el cti n o f trad e ch annel s

e o .

20 9 Wh at p o ints of s l e s p licy must be d e t e rmi nd

. a o e

a ft e r t h e m ark e ting m th ds h ave bee n d e t e r m

e o in ed ?

2 1 0 Wh a t m ark e ti n
. g c ost fig ures sho u ld be co mpiled
before t h e c mp aign is st arted ?
a

Wh at is t h e n ext st e p in th e marke t ing ca m

paig n aft e r t h e tr ad e ch ann e l s h ave be en se lec t ed t h . e
5 24 MAR KE T ING M E T H OD S
s l s p olicie s d et ermi ne d and t h e amount to be sp ent in
a e

m rk e ing sch dul ed

a t ? e

2 1 2 H w can t h e s al e sm en an
. o d a dv ertisi ng b e b est
c oordi nat ed ?

2 1 3 H o w cant h e m an
. u facturer assure himself of t h e
d eal ers c oo p erat ion?
’

2 1 4 Summariz e t h e st e ps t be t ak ninr eachi ng t h e

'

. o e

m arke t .

CH APTE R X I I I

21 5 . Wh at is pric e m ai nt e c
na n e ?

21 6 . T o wh at m ay t h e m ov em ent for pric m i nte a e

n nce be attribute d
a ?

2 1 7 H ow d o es pric e cutti n
. g a ff e ct t h e m anu f c t urer ? a

2 1 8 Wh at two m eth o ds h av e b e n tri e d t o en

. force e

price m a int enance ?

2 1 9 Analyz e t h e prop erty rights argum e n

. t as appli e d
t pric e m ai n
o t enanc e .

220 D o s fixi n
. g t h r s l e price r estr i n r d e
e e t a
e a ? a

2 1
2 Why
. is price m a i nt e na nc e n o t m o n p ly ? o o

222 Wh r e in d o fix d pric e s an
. e d c onspir cy price s
e a

di ff r ?
e

2 23 D e s pric e m ain
. o t en ance r e sult in high er price s
°

to t h e co nsu m er ?
224 I s pric e m ai n
. t n an c f ir t o t h e d l r ?
e e a ea e

22 5 G r oup t h
. rgum ents in f v o r o f pric e m in t
e a a a e

nanc e u nd e t w o h ds r ea .

2 2 6 H o w do es pric m i n
. t enan c h elp t h e manu fac
e a e

tu r r
e ?

22 7 Why sh uld d e l rs supp o r t pric e m i n

. o a e t en nc e ? a a

22 8 Why d o e s n t t h e c o nsum e r b en
. o e fi t fr o m pric e

cut ting int h e l ong ru n?

 QUIZ QU E S T I ON S 5 25

229 . H ow do s nd rd pric es
ta a a ff e ct compe t tio n
i ?

Why ?

23 0 . D oes
price m ai nten anc e m ean t h e e limi nat ion of

pric e comp et itio n?

CH APTE R XI V

23 1 Wh at are s om e of t h e r as ons which h ve b een

. e a

givenfor dv ancing price s

a ?

23 2 Ag a i nst wh a t ph as e o f m rk e t i n
. g is c ri t icism
a

most o ft en m ad e ?

23 3 H ow do e s r et ail st o r e adv e r t ising m ak e lo w er

.

prices possible ?

23 4 5 I n wh at w ay d e s n
-
. o at i n l a dv e rtisi n
o g cu t
a

m anufacturi ng costs ?
2 3 6 I llustr ate h o w a dv er t isi n
. g cu t s t h manu fact u r e

er s s ell i ng cost
’
.

23 7 I s good a dv ertising anu n

. product ive burd en on
a nybody ? Why ?
23 8 Wh e r e i nlie s t h e e xtr a v alu e f adv rt is e d good s ?
. o e

23 9 D o t h e pri n cipl e s of w h o p ys t h e co st apply

“ ”
. a

to p ersonal s al esm anship as t h ey d t adve rti i ng o? o s

2 4 0 I s a dve rtisi n
. g anec o nomic aste w ?

2 4 1 D o e s t h e purp o s e
. f s ale sm n
o shi p di ff e r fro m
a

th at o f adve rtisi ng ?
24 2 C an dv e rtisi n
. a g be in d ic t d as illegitimat e a pa rt
e

fr m t h e whole comp etitive sys m

o t e ?

P ART II : SE LLI NG

C H APTE R I
Wh at is t h e m erch andi i ng m chi n ? Of
1 . s a e w hat

im p rt ance is it
o ?
5 26 SE LLING
2 .Who suppli es t h e p ow er for t h e m er ch andis ing
.

m achi ne ?
3 Wh at e ff ect u pon p e opl e s w ants h s an a dv anc e
’
. a

inciviliz t i n I llus t r at
a? o e .

4 F o r w h at r
. s ons o ught t h e s alesm nt o be consid
ea a

e r ed a gr ea t civilizi g n rc
f ? o e

5 Why is t h e s l e sm ns p o si t i on on o f h on or and
’
. a a e

dignity ?
6 Wh t ar e t h
. a o pp o r t u n
e i t i e s for mpl oym ent in e

s al esm anship ?
7 . U p on wh t d e ap e n ds t h e s a l sm n s c o mp e n
es a ti on
a? ’

8 D e scrib e t h t w o t yp e s o f r t il s l sm n VV h t
'

. e e a a e e . a

opport u niti es d oes t h e r et il s al esm anh av e a ?

9 I nwh at fi elds is cr
. t iv s l sm ship pr omi nent
e ea e a n a ?

W h of i s c mp s i
a t t o e n t n ? a o

1 0 Why are g oo d s l sm en usu lly v e r y w ell p id ?

. a e a a

1 1 Wh t o pp or t n
. a i t i s f o l earni ng d oes s elli ng af
u e r

f ord ? H o w m y t h s e s erv e as a s t eppi ng s t on t

a e e o

ex e cu t iv e p o si t i ons ?

1 2 Sh ow h w ev e ry on
. o e is r ally s l sm n
e a a e a .

1 3 C a
. n s al sm ne ship a b e t a ugh t ? “ h n a e it l
e ce r s

pri ncipl es d eriv ed ?

1 4 Of w h at a dv ant ag e is it t o study t h e pri n
. cipl es
o f s elli ng?

C H AP T ER I I

15 Wh at cl assific t i ono f s lli ng d ep nds up onh ow

. a e e

t h g o ds
e e us ed inm ki n
o ar g t h e s al ? IV h t up nt h e
a e a o

cl ss o f bu y er ?
a

1 6 Wh t cl assific t i on up on t h e r sp ec t iv e
. a a t t i t ud e e a

o f bu y r or s ell e r ?
e

1 7 I n wh at li n es r p e t d r s comm on? I n '

. are e a or e
 Q UIZ QUE ST I ON S 5 27

which uncommo n? Why should this be co nsid ered by

s al esm en ?

1 8 N am e s ev er al s t apl e s
. S ev er al sp e ci l t i e s
. a .

1 9 Which r quir e s m r e skill t

. e o s ell s t pl e s or spe
o , a

cialt ie s ? Why ?

20 Show h ow sp eci alti e s t en

. d t o be com e stapl e s I l .

lustrat e .

2 1 D e fin e a br and e d s t apl e
. Wh at s ems t be t h e
. e o

g en er al t end ency s t o t h br andi ng O f s t apl e s ?

a e

22 H ow d oe s br an
. di ng s t apl d m nd m o re skill
a e e a

from t h e s al esm an H ow p ossibly r e duc e h im t o a m ere

?

t ak er Of ord ers ?

23 Why do e s s elli n
. g st apl e s no w r equire m o re ski ll
th anform erly ?

24 N am e t h e thr ee f actors ine v e ry s al e

. .

C H AP T ER I II

25 . F rom abusin ess poi nt o f v i ew w h at should a s al e

r epr es ent ? Which Of t h e three pr fi t s is o ft e nno t me n
o

t io ned ?

26 .N am e t h e four succe ssiv e m en t al pr ce ss es in o

m aki ng a s al e H ow do es c o nfid e nc e e nt e r ? I nto wh at

.

t w o st a g e s may t h e appr o ach be divid e d ?

2 7 F r om wh o s e point O f vi e w sh ould t h e o pe n
. i ng t alk
b e m ad e ?

28 I llustr at e how a study O f t h e pro sp ect o pe ns u p

.

t h e w ay t o a s al e .

29 F rom wh at s ourc e s may be s ecu red i nform at i o n

.

co nc erning a prosp e ct ?
3 0 H ow may t h e s al esm a n cl as i fy a n
. d kee p his ia
s

fo rm ation ?
3 1 Wh at f avo r abl e p olici e
. h ave so m e conce r n
s s

a dopt e d t o w ard s e e ing sal esm en?

5 28 SE LLING
32 . Why are som e menn cess arily h ard t o r e ch ?
e a

3 3 Wh at m eans of s ecuri n
. g n i nt rvi e w a e not
a e r

j ustified ?
3 4 H ow m ak e u se of t h e t l eph n ?
. eH ow pr ev nt
o e e

t h e pro sp e c t fr o m de cidi ng inadvanc d ve ly? e a rse

3 5 Wh at should b e t h e s ale sm ans beai ing in t h ’

. e

o ut e r Offic e ?

3 6 U nd e r wh at c o nditi on
. s f c m fort and tim e is a
o o

pr sp ct mor r eady lis t e

o e e t o n?

3 7 F rom wh at source s m y t h e s al sm an s e cur e co

a e

o p er a tiv e inform ation ?

3 8 H ow m ay t h e s al e sm ansh o w individu ali t y in n

. a

n o u n cin g hims e lf ?

3 9 Wh t should b e t h e s l sma n s at t itud e a s b e eu

’
. a a e

t ers t h e in ner O ffic e ?

CH APTE R IV

40 . I n wh at conditi o n is t h pr osp e ct s mind wh ent h e

e
’

s al e sm an d esir s his t ti
e a t e n o n ?

41 . Wh a t cond itions a e f
r vor a
a bl e to a tt e nt ion ?

42 Sh ould t h e s al smanas h e m eet s t h e pr sp c t pre

. e o e

sent his busi ne ss c ard ? O ff er to sh ak e h ands ?

4 3 H ow do es t h e s al e sm an m ak e u se Of ch r c t er
. a a

an lysis
a ?

4 4 Expl ain h ow att en

. tionis transferred from s lf t o e

goods .

4 5 H ow m ay t h e prosp e ct be impr ess e d w i t h t h e

.

s al esm ans re li bility and si nc erity

’
a ?

4 6 Sh o w h ow a w ell phr as e d qu estion may b e us e d

.
-

t o c atch t h e i nt e re st at t h e st a rt .

4 7 H OW is att e nti onr each e d t hr ugh

. o cu r i sit v ? Il
o

lus t r at e .
 QUIZ QU E S T I ON S 5 29

48 . Show how dram atic m eans Of s el li ng will secure

a ttention .

4 9 H ow m ay t h e prosp ect s s elf activity be u se d t o

’
-
.

hold his att e tion

n ?

5 0 H ow m ay t h e j obb e r s s ales man pr e v e n t h is va

’
.

ri e d line from distr acti ng at t entio n?

5 1 Of wh at a dv a nt ag e t o h ave t he pros pe ct
.

s ampl e s at t h e hot el ?
5 2 Why should t h e sampl e r oo m displ ay be arr an ge d’

first ?
5 3 Wh t is s id c
.a a o n cr i g
e n n t h e displ y f sampl s
a o e ?

5 4 Which atti t ud es sh o uld t h e s al esm a n t ake his o w n

.
,

or t h e prosp e ct s ? ’

5 5 I llustr at e t h e
. you attitud e as t h e te leph o ne
s al esm an pr actice d it .

56 Wh .a t is i n e
t e r st ? H ow is it aff ect ed by prese n
t at ion?
57 . Why may t oo much argum e nt f il a ?

D iscuss t h e import ance f t h e s al esm a n voca bu

’
58 . o s

l ary .

59 . Supp o s e t h e int ervi ew be i nte rrup t ed wh at plan

,

is dvis bl
a a e ?

6 0 Of w h at v alu e is t h e d em o n
. strat io n?

6 1 M en tio n t h v ari ous te lling d emo n t rat io ns t h e

. e s

powd r s al esm nm ad
e a e .

62 U pon wh at thr ee e l em e n
. ts doe s co nfid en ce rest ?

CH APTER V

63 .
Expl a i nt h di ff ere nc b e t w ee n o bj ec t io nand
e e ia
h ib it ion .

6 4 Wh at t w
. a tti t u d o es ma v t he l
sa e s man t ak e to

w ard t h e pr sp ect ? o

ill —34
5 30 SE LLING
65 . H ow may Obst acl es b e o v erc ome inadv ance ?
66
'
. Why sh ould pric e preferably be l e ft till l ate in
t h e sale ?

67 Ar e Obj eetions alw ays b as ed upon r eas on ? Wh at

is t h e s al esm an s procedure h er e ?
’

68 . Expla in two di fferent m ethods Of m eeting Objec

ti ons .

69 . Show how wr ong m etho d s and statements arous e

inh ibitions .

7 0 I llustr at e h ow d aring m ay w in an ord er

. H ow .

a n ttitud e of i n
a d ep end ence m ay be e ffect iv e at tim es
n
.

7 1 Wh. at pl a n is a dvis abl e r e g a rdi g c o mp etitors ?

7 2 H ow tr eat idl e criticisms

.
? H ow mi nimiz e t h e
f orc e Of s eri ous on e s ?

73 t . at g en e r a l principl for cr eati ng d esire ?

e

7 4 Which do p eopl e d e sir e t h e articl e r w h at th ey

.
, o

will g et from its u se I llustra te how t h e s al esm anm ak s

? e

u se o f this p o i nt Of vi ew .

7 5 H o
. w is d e sir e sh o wn ?

7 6 Of wh at imp o rt anc e is t h e clos e ? Wh at is t h e

.

psych ol ogic al m oment ?

77 Ar e ind ecision an
. d pr cr as t i nat i on r are or pr ev
o

nt
al e ?

78 H ow doe s cour g
. a e aid in cl o si ng ?
Upon wh at
a ssumption d oe s t h e sal e sm an pr oc ee d t o t h e cl o s e ?

7 9 I llustr at e h o w t h e s al esm an m ay urg e d ecision

.

up on minor poi nt s l eavi ng t h e m ai n de cisio n assum e d

, .

8 0 D e scrib e how wri t ing ou t t h e ord e r is us ed as a

.

m eans of cl osi ng .

8 1 Wh at is m ean t by t h e turn ing poi n

. ts or breaks
in reachi ng a d ecisi on? I llus t rat e .

8 2 H ow m ay m e ch an
. ic al sch em es be us ed in cl o s
ing ? I llustr at e .
 QUIZ QU E ST I ON S 531

C H APTER V I

83 . I llustrate by di agr am a compl et e se lling proc ess .

84 Why should t h e s al e sm a n be p e rsist ent ?

. But
wh at ki nd Of p ersist enc e should t his be ?
8 5 H ow do e s t h e el em e nt o f g o od spo rtsm an
. ship
en t er into se lling ?

8 6 F or wh at r eason is a r e acti onlike ly to com e ov er

.

t h e prospe ct ?
8 7 Of wh at h elp should t h e s al esm a n b e aft e r t h e
.

s al e is compl et e d ?
8 8 Wh at sugg e s t ion
. s may be m ad e as to l eaving t h e
prosp ect ?
8 9 D iscuss t h e u se o f t h e bil l st a rte r
. .

9 0 Wh at at t itud e should b e t ak n re g ardi n

. eg price ?
9 1 U pon wh at o t h e r el em e nts b e sid es pric e can t h e
.

s ale sm an b as e his cl aims ?

9 2 Why d o prosp ects ask time t o think it ov er ?

.

Wh at st and sh ould t h e s al e sm an t ake ?

9 3 H o w cut do w n t h e p e rc e nt ge O f c all b cks Wi t h

. a a ?

wh at pl anshould t h e prosp ect be re ppro ach d ? a e

94 S how h o w ch angi n
. g a pro sp ec t t a ne w pro p i
o os

ti o n may at tim es be mutu ally dva nt ag us a eo .

CH APTE R V II

95 .Why must t h e sci nc e f s lling be su pplem ented

e O e

by hum an i nte rest ?

9 6 Of wh at imp o rt a n
. c i p rs nalit y or c alib re ?
e s e o

9 7 H ow d
. of ri e ndli ne an
ss d o pt im i m assi st t h e
s

s al e sm an ?

98 S h w th at n
. o o e may co m plim ent o th rs f req u en t lye

an d si nc e re ly t oo
, .
532 SE LLI NG
99 . H ow may asking a manfor his advice b e one o f
t h e b e st w ays of s e lling him ?
1 0 0 Of wh at str ength a s anapp eal is d esir e for g a in
.
?

I llustrate its acti on .

H ow may t h e s al esm a n app eal to lov e of hom e

an d f amily ?
10 2 Wh at is m e nt by imit ti n H ow cant h e s ale s
. a a o ?

manu se t his a pp e a l ? Wh at c au t ionshould b e b o rn e in

mind ?
1 0 3 M enti o ns e v er al oth er p o ssibl e app eals
. .

1 0 4 Wh at is m ean
. t by t h e dynamic nat ure o f id e as ?
I llustr at e t h e s al esm an s u se o f sugges t ioninargu m ent
’
.

1 05 Which h as its influ enc e much u n

. derrat ed sug
,

g esti o n or argum ent ?

1 0 6 Expl ai nt h e u se of argu m ent ins elling
. .

1 0 7 Of wh at influ nc e is sugg s i
. e e t o n i d pr ssi
n e e o n?

H o w doe s t h e s al e sm anu se sugg estio n?

1 0 8 S h o w h o w t h e im agi n
. at ion e n t ers inas a p o wer
f u l s elli ng f o rc e
.

1 09 G iv e ane x ampl e of a n
. eg at iv e sugg e sti on
. Of
a p si iv e sugg estion
o t . Which t ends to m ake s ale s ?

1 1 0 C omp are t h e s al e sm an with a musici an

. .

CHAP T E R V III
111 Wh at is me nt by t h e new typ e o f s al esm an?
. a

1 1 2 Why sh ould t h e s al esm an n

. o t b e disc our a g d e

sh uld l ck in s ev eral qu alities Wh at sh ould h d

o h e a ? ? e o

1 1 3 Expl a in why g o od h ealth is e sp ci ally imp o rt n

. e t a

to a s al esm an ?
1 1 4 Of wh at v alu e is pr ep ar edn ess ?
. H ow may
such prep ar ed ne ss b e s ecur ed ?
1 1 5 W h y should ambiti on an
. d applic ti o n b e con
a

sid ere d t og e th er ?
 QUIZ QU E ST I ON S 5 33

116H ow does t h e power of obse rv ation incr ease sell

.

ing abili t y ?
1 1 7 I ll ustr at e t h e u se of t act
. H o w ma y it be d e
.

vel op ed ?

118 . H ow do e s conc entr tion d ev elop pow

a er ?

119 . Sh ow t h e ne e d of cour ag e in s e lling .

1 20 . Why e som e men ne tripp ers

ar o
“
- ? ”
R e peat
”
er s ?
1 21Wh at di ffi culti es do es t h e sa l esm an h av e in m ai n
.

t in ng confide nc e Wh at he lpful m eans may h e em

a i ?

ploy ?

1 22 H ow d e s e nthusi asm ente r in t o s elling

.o ?

1 23 T o whom Should t h e s al e sm nb e l y al ?
. a o

1 2 4 Why should t h e s al esm a n be p t imistic ?

. o

1 25 I llustr at e t h e a ction of im agi n

. at i n? o

1 2 6 Are educ ation an

. d sch oo li ng nec ess arily t h e
s ame ?
1 2 7 Wh at advic e may be giv e n as t o v ic e n
. d ap o a

pea ra nce ?
1 28 . H ow may p erson ali t y b e d e vel o p ed ?
1 29 . H ow may t h e s al esm an employ s elf an alysis -
as

a m eans of improv em ent ?

C H AP TE R IX

1 30 .l ast an alysis who cont rol s t h e salesm an

,
I nt h e
an d dir ects him to succ ess ? Wh at pl an did H u g h C h al
m rs follow ?
e

1 8 1 H o w may t h e s l e sm an apply sci entific m an ag e

. a

m nt in routi ng hims elf ?

e

1 8 2 D e scrib e t h e m e th od o f org ani zi n

.
g a t o wn .

1 3 3 H ow pl an t h e d y s w ork ?
’
. a

1 8 4 Wh en shoul d t h e pl ans for n ext d ay be pre

.

p ar e d ?
5 34 SE LLIN G
1 35 . Wh at t est of his ef fici ency may t h e s al esm an
m ake ?
1 36 . Wh at f our devils o ft en prev ent a full d ay s ’

work ?
137 Why sh ould w ork b e d on onr ainy d ays ?
. e

1 3 8 H ow is t h l aw o f v e r age s appli e d ins elli ng ?

. e a

1 3 9 Wh at sh ould b e t h e s al esm ans at t i t ud e t o w ard

’
.

t erritory ?

1 4 0 H ow sh ould t ime outsid e o f busin ess hours b e

.

used ?
CH APTE R X

1 41 Wh at d oes c oop er at i nm e n?
. o a

1 4 2 H ow doe s t h e s al esm an Show his c o o p er ati on

.

with t h e house ?
1 43 C n
. otr ast t h e form er at titud e t ow ard cust om er
i nform ati on with t h at now pr ev aili ng .

1 4 4 D e scrib e t h e pl no f c o op er t in
. a g with credit man
a

an d a dve rtisi ng m n age r

a .

1 4 5 H o w should t h e s al e sm an co o p er at e with his

.

m an a g e r ?
1 4 6 Wh at b en
. e fit d u e t coop erati onSh ould c m t o
o o e

t h e s lling forc e ? Wh a t two dir ections do e s this b en

e efi t

t ak e ?
1 4 7 I ll ustr at e cu st om e r c oo p er at i onino p r at i on
. e .

1 4 8 N am e s ev r al thin
. e gs t h at t h s l e sm an ean doe a

incustom e r coop e r ation .

1 4 9 Why
.
—sh ould t h e s al sm an cul t iv at e pe rsonal
e re

l at ions ? H ow may h e do this ?

1 50 T. o wh at u se m a
y c u st om er c oo p e r ati on b e p u t ?

I llustr ate .

1 5 1 Wh at is m nt by cus t om rs r e pr s n t ti s
’
ea e e e a v ? e
.

1 5 2 H ow s e cu e l e t t ers o f r e comm en
. r d ati onth t pull ? a
 QUIZ QU E ST ION S 5 35

1 53 . Show how t h e g en eral te nd ency to imitat e su

p e riors, not inferiors is utiliz ed in selling

, .

P ART I I I : S AL E S M AN AG E M E N T

CH APTER I

1 54 . Wh at w as u ntil re c ent ly t h e st atus of sa l es man

ag emen t ? Why ?
1 5 5 H o w do e s t h e obj ec t
. o f pr s e nt d ay s al s ma n
e -
e

ag emen t di ff e r f r o m th at o f y est e rd ay ?
1 5 6 I s it d esir abl e t h at t h e s al e s m a n
. age r sh o uld

h ave h ad se ll ing exp eri enc e ?

1 5 7 Why is t h e b est s al esm a n n
. ot a l w ays t he be s t
s al es m an ager ?
1 5 8 H ow do es loy al t y t o his me nh e lp t h e sa l e s man
.

age r ?

1 5 9 Sh o uld t h e s al e s m an
. ag r be a m a rt i n
e et ?

1 6 0 Why should t h e s al e s m an a g r h av e a teach er s

“ '
. e

mind ”
?

1 6 1 H ow will a bro ad g aug e d knowledge o f bu sin ess

.
-

h elp t h e s ale s m an age r ?

1 6 2 N am e a t e st fo r a sa l e s m an ag e r s l e tte r t o a
’
.

s al esm an .

1 63 D o es s elling f its e lf crea t e v alu e ?

. o

1 6 4 Why is c o p r atio n b et w e e n t he sales d e pa rt

. o e

m ent and t h e adv e rtisi ng d ep artm e nt essenti al ?

1 6 5 I n wh at ph as e s o f t he prod uctio nd e par t m e nt is
.

t h e s al e s m an ag e r inte re st ed ?
1 66 H ow cant h e cr edit d e p rtm ent fo st e r sal es ?
. a

1 6 7 I s t h e compl ai n
. t d ep artm ent sa les fact r ?
a o

1 6 8 H ow may t h e s ervice d e p artm en

. t best live u p t o
its n am e ?
5 86 L
SA ES M ANAGE M E N T
1 69 Why is t h e r el at i ono f t h e financi al t t h e s al e s
. o

d p r m nt so clos e
e a t e ?

1 70 Up o n wh at d oe s co o p e r a ti n b e t w e n t h e s al e s
. o e

an d ot h r de p artm ent s d ep e nd ?
e

1 7 1 N am e som e m eth o ds t h at m ay b e us d to s e cure

. e

coop er ati o n .

CH APTER I I

1 72 Why is it imp or t ant t o pl n t h e selli ng cam

. a

a
p gi n b e f o r e s e l e cti n g s l esm
a e n ?

1 7 3 H o w would you d e v el o p se llin

. g m th o ds ?
e

1 74 Wh at sort of men would you ch o o s e wh en d e

.

v elopin g a n e w pr o p o siti o n ? A ft e r t h e p r opositi o n h as

be com est ablish ed ?

e

1 75 H ow secu re s al e s r e crui t s fr o m t h e ou t sid e ?

.
.

1 7 6 U nd e r wh at c o nditio n
. s is it e sp e ci ally d esirabl e

to dev elop s al e sm en from t h e i nsid e o rg aniz ati on ?

1 7 7 Why may it b e u n
. wis e t o se cure s al esme n fr om
comp eting o rganiz at i ons ?

1 7 8 G iv e e x ampl e s o f h o w n
. ew menmay b e s ecur ed

from non comp e ting organiz ti ons

-
a .

1 79 H ow can t h e s al e sm e n aid in r e cruiting t h e

.

force ?
H ow g et int ouch with c olleg e m enw h o may be
eligibl e f or t h e s al e s f o rc e ?

1 8 1 Wh at a e t h e adv an
. r t ge s o f hiri ng men w h
a o

h ave h ad no previous s elling e xp eri ence ?

1 8 2 Why is t h e s el e cti o no f s ale sm enso imp o rt an
. t ?
1 83 Wh at m e th o ds canb us ed ins el e cti n
. e g s al sm n
e e ?

1 8 4 H o w d e t e rmi n
. e w h t h e r it is w o rth whil e to
e

invit e a dist ant applic ant for a pe rson al int ervie w ?

1 8 5 H ow h a ndle t h e i n
. tervi ew ?

1 8 6 H ow m ay r e fer en
. ces i dic t e m s v lu
n a a a n ’
a e ?
 QUIZ QU E ST I ON S 5 37

1 87 . Ou t li ne t nt at ive pplic t i nbl nk

a e a a o a .

1 88 . Why you ng m npre ferred f r s l esm

ar e e o a e n
?

CH APTE R I I I

1 89 .I llustrate t h e n e d f a d fi ni t e trai ning cours e

e o e

for new s al esm en .

1 9 0 Wh at s o r t of m an sh o uld b in ch arge o f t h e
. e

tra ining cl ass ?

1 9 1 Outli n
. e t h e divisi o ns o f t h e t r ai ni ng .

1 9 2 Wh enis t h e b e st tim e t o st rt a t r ai n
. i ng cour se ? a

C ananything be d on e pre limi n ary to t h e be g inn ing o f

traini ng c ours e ?

1 9 3 H w o p e n t h e tr ai n
. o i ng cl ass ?

1 9 4 Upon w h at d oe s t h e sp e ci al instructio n give n

. ,

d ep end ?

1 9 5 Outl in e a pl anfo r studyi n

. g t h e se ll ing m ethods .

1 9 6 H ow can t h e st a r s a l e sm en be u sed d u ri ng t h
. e

trai ni ng cours e ?
1 9 7 Wh a t sh ould b e t h e durati o n of t h e tr ai n
. i ng pe
r iod ? H ow m any m ake t h e b e st n umb er in a trai ni ng
cl ass ?
1 98 H ow may fi eld tr a i n
. ing he provid ed f r ? o

1 9 9 N am e t h e e sp eci al qu alific a t io n
. s o f a g ood
co ach .
0

200 Who may be g o d c

. a ch e ? o o s

20 1 Wh at a re t h e dis adv an
. t ge f usi ng re g u l ar a s o

s al esm e n as co ach e s ?
202 H ow cant h e group m th od o f co a chin g be car
. e

ri ed on ?

208 H o w pr o c ee d t l ay o u t t h e field ?
. o

20 4 Pl an t h e w eek s p rogr m Wh at re t h e d is
’
. a . a

adv an t ge s f gr up coaching ? T he ad v anta ges ?

a o o
538 SA E S L MAN AGE M E N T
2 05 . H ow sh ou ld t he fi eld co ach pr oc eed in tr aini ng
a m an?
20 6 . Is t he c ost of t r i ni ng wo rth while ?
a

CH APTE R IV

20 7 . Why is t he tr ai ning of r eta il s alesme n imp or

t ant ?

20 8 I n wh at w ay is t h e tr aining of r et ail s al esm n

. e

t h e s am e as th at of an y o th er s l sm en
e ? a

2 09 2 1 1 H ow may t h e stor e policy b e t aught to n

-
. ew

empl oyés ?

2 1 2 H ow is t h e stor e sys t e m t aught

.
?

2 1 3 H o w is t h e tr aining in principl e s o f s al e sm an
.

ship given ?

21 4 An alyz e t h e t alk on Th e Q u estiono f Price

. .

2 1 5 21 6 H o w
-
. r e d emonstr ations m ad e an
a d j udg e d
in t h t r ai ning cl ass ?
e

C H APTE R V

21 7 Wh at is t h e pr oce dur e up o n putt ng new re

. i

cru it s b ehi nd ec u r
t h o nt e ?

21 8 H o w is t h e E ffi ci en
. cy Bull eti nillustrate d use d ?
21 9 H o w m ay t h e m e rch an
. dis e e s udi ed
b t ?

2 20 D iscuss t h e pl an
. s of som e of t h e l arge d ep art
m ent st or es .

2 2 1 Why ar e j unior cours e s n ec e ss ary ?

.

222 Wh at is t h e distinctive id ea b ehind t h e D ep art

.

m ent Stor e Educ ation al Associ ation ?

2 23 H o w can t h e public schools co o p e r t
. in this a e

e duc ati on al work ?

2 2 4 I s t h e tr aining of t h e oth e r e mpl oyés imp o rt ant

.

from t h e s elling st andp oi nt ?

 QUIZ QU E ST I ON S 5 39

To w h at nt
d ep rt ment s t r m t h d s
'

2 25 . e xt e ar e a o e e o

of t r in
aing applic abl e in t h e r etail s t ore ?
22 6 H o w do e s H erb e rt S C ol li n
. s k ep in t ouch
. e

with his s al esm en ?

227 Why must w e not confus e we l fa r a n
. d e mpl o y e

m ent work with t h e training cours e s ?

C H APTE R V I

228 . Why ar e new s ell i ng m th ods co ns t a nt ly

e neces
s ary ?

2 29 . Wher e is sourc e o f new s elli ng sugg sti ns

t he e o ?

23 0 H ow m y th es e sugg stio n
. a s be secured
e ?

23 1 Wh at is t h e st an
. d rd pres nt t io n IV h y m u t
a ? e a s

discreti onb e e x ercis ed inits u se ?

23 2 Expl ain L e a rn t h e st an d ard pres nta t i n

“
. e o

th oroughly— and th e n gradu all y forge t it .

23 3 Wh at is equipm n
. t ? Wh at g neral rul s
e e e

should be obs erv ed in r egard to equipm e nt ?

23 4 H o w can t h e e quipme nt be u se d t o m ake an

.

im gin ativ e app eal ?

a

28 5 Wh a t m eans canb e us ed to vi su ali ze t h e prod

.

net ?

23 6 . H ow is equipm ent us ed w ith o ut sa lesme n?

23 7 . H o w may t h e equipm ent be k e pt fresh ?
23 8 . Why is t h e arrangem ent o f t h e eq ui pme nt im
p ort ant ?
23 9 Wh at may b e includ ed in t h e sal es man u al
?
.

24 0 Wh at should be t h e ton e f t h e sales ma n

.
u al ? o

24 1 I s it w ise to h ave a pri nt d sal es manu al ?

. e

2 4 2 I V h en
. cc can be secu red t h e mat e rial f r t h e o

m nu al ?
a
5 40 SA E SL M AN AG E M E N T

C H APTE R V I I

2 43 . Wh at ar e the o bj ects of t he pl an o f comp ens a

t i on
?

24 4 Expl ain t h e dv n t ge s and dis adv ant ge s o f

. a a a a

t h e s l ary an d e xp en se s m e th o d o f p ayme n
“ ”
a t .

245 H ow is this improv e d by ddi g c mmissions

. a n ? o

24 6 Wh at are t h e dis adv antag e s o f t h e s t r a ight com

.

missi onpl ano f p aym ent ?

2 4 7 Wh at is t h e g en er al pr actic e inre g ard t o dr aw
.

in g a cc ou nt s ?
2 4 8 H ow may t e rrit o ry b e block d ou t ?
. e

249 Wh at m ay guid e t h e app or t i n

. m ent o f ci t y t er
o

rit ory?

2 50Wh at is gu ar ant eed territory ?

.

2 5 1 S ugg e st a pl an f or r e cordi n
. g wo k d on in a r e

given t rri t ory

e ?

25 2 Wh at ge n er al rul e should b e obs rv e d inr e g ard

. e

to r ec ords and st atistics ?

2 5 3 Outli n e a s al e sm a n s d aily r e p r t f o your busi
’
. o r

n ess .

2 5 4 Why is t h e s al e sm an s l ett er imp o rt n

’
. t? a

2 5 5 H o w can t abul at i o n
. s of s al es be us ed ?
2 5 6 Why is a r ou t e c ard n ec ess ary ?
.

2 5 7 I n wh at w ays are r eports on cust om e rs v lu

. a

abl e ?

2 5 8 H ow ar e m aps us ed ?
.

2 5 9 To wh at u se canmon
. thly t abul ati ons f s l s b e o a e

put ?

26 0 W h at ar e t h e ge n er a l pur p o s e s o f s al e s r ec o rds
.

an d st atis t ics ?
 QUIZ QU E ST I ON S 54 1

C H APTE R V III
261 . Wh at is t he s al s m
e a nage r s m s t import ant
’
o

duty ?
262 . To Wh a t e xtent h as gi ng r e a pl ce in
a t he
gam e ?

2 63 H ow should t h e s al e s m anage r pl a n his visi t s

.

wh ere it is possibl e t o see t he me n?

2 6 4 Wh at d a ily m ea ns can b e us e d to r e store t he
.

s al esm an s enthusi asm ?

’

26 5 Wh at should be t h e to n
. e o f t h e d aily l e tt e r ?

266 H ow m ay t h e sp eci al p ar a gr aph b e us ed ?

.

26 7 D r aw up on
. e of th e se sp e ci a l p a r a gr aphs for

your own busi ness .

26 8 To wh at oth er us es th an p ur ely inspir ation al

.

cant h e d aily p ar agr aph b e put ?

2 6 9 H ow can motto e s an
. d ind o rs em e nt le tt ers be
us ed ?
27 0 Wh at styl e of hous e org an would you sugge st
.

for a s al e force of fift y men?

27 1 Outli n
. e t h e c o nt ents of a typic al hous e organ .

2 72 Wh at sh ould b e t h e o bj ects of t
. h ho us e organ ?e

278 H ow s e cur e c ontributi o n

. s f r t h e hou se organ?
o

2 74 H o w m ay s al esme n b e e nco urag ed t o co n

. tri bute
to t h e h ouse o rg an ?
2 75 Who is t h e b e st ma nt o di t t h e h o us e o rg a n ?
. e

C H AP T ER IX

2 76Why are conte sts us ful in timul ating t h e me n?

. e s

27 7 H w m y l l t h e m nbe gi ve na ch an
. o a a c e t o w in
e ?
2 78 H o w canqu ality f busin e ss as we ll as qu antit y
. o

be m d e t o c ou nt ?
a
5 42 L
SA E S M AN AGE M E N T
27 9 H ow cant h e n ature of t h e priz es cont ribut e t o
.

h
t e v a lu e of t h e co nt e st ?

2 8 0 Outlin e a s al es con t est f or your c omp an y s s al e s

’
.

o rg aniz atio n .

2 8 1 Wh at is t h e v alu e o f v arious m et hods o f sh ow

.

ing c o nte st st andi ngs ?

28 2 H ow is t h e quot a syst em us e d ?
.

2 8 3 H ow sh ould t h e quot a b e set ?

.

28 4 G iv e e x ampl e s o f sui t abl e qu o t a priz e s

. .

2 85 D escrib e t h e g en er al pr ac t ic e s re g a rdi n
. g con
ve nt ions .

28 6 . H ow cant h e c onv e nti onb e m ad e ani nv es t m ent

r ath er th ananexp ens e ?

2 8 7 Wh at should be includ ed int h e co n

. vent i onpro
gr am ?

288 Outli n e a progr am for a thr e e d ays c on v ent i on

’
.

of your comp any s s al e s o rg aniz ati on

’

289 D r aw up pl an
.

. s for ge tti ng t h e most ou t o f t h e

s essi ons .

2 9 0 H ow cant h e bringing in o f t h e m en b e m ad e
.

an occ si o n ? ‘

29 1 Wh at p art should ent ert a i n

. ment pl ay during
t h e conv en ti o n ?
2 9 2 H ow should t h e conv en
. ti onh all b e arr ange d ?
293 Wh at should b e t h e r e sul t s o f t h e c on
. v ent i on?
29 4 H o w cant h e prosp ect o f pr omotio n b e us ed t o
.

s t imul ate t h e s ale sm an?

29 5 I s t h e mon ey r equir e d for such pl an
. s as h av e

b eenoutli ned w ell spe nt Why ,

? ?
 INDE X

Adv ng (cont inu ed )

e r t isi

S al esma n
s h ip a nd 1 92 ,

A bilit y n t iv in ll ing 327

.

, a e, se , . W h o pays fo r it 2 10 , .

Acc nt c i d by t h j bb 106
ou s ar r e e o e r, . A v d e rt ising d e par t me n nd t h
t t he , , a e

Ac q i it iv n pp l ing t 3 13
u s e ess, a ea o, . l d p t m nt 385
sa es e ar e , .

A d pt bil it y
a a n id t ll ing
as a a o se , A d v t i ing m n g t h nd t h
er s a a e r, e, a e

3 28 . l m n 365
sa es a , .

Adv t i d g d
er se oo s, A d v t i ing n t i n l nd t h
er s . a o a , a e re

A t im l t
s s f t d 1 02
u a or s o ra e, . t il 86 4 02
a S
e r, A dv t i d . ee er se

E xcl iv us g n cy f 98 e a e o r, .
g d oo s
.

F c in
or g th l f 1 00 e sa e o , . And p ck g g d 89 a a e oo s, .

H igh c t nd l p fi t 99
er os a e ss ro , . D fin it i n f 88
e o o , .

M n f ct
a u a lling id f 95 ’
u re r s se a s o , . A g nci xcl iv nd d i t ll
e e s, e us e, a rec se

Q lit y f 90
ua o , . in g 126 , .

Q ick l f 95
u er sa es o , . V l f 98 a ue o . .

S ll in
e g c t f 94 os o , . A g nt d fi nit i n f 17
e , e o o . .

V l f 21 5
a ue o , . A g m nt t h l ling p
re e e . 91 1 e se rocess.

V l m f l f 93
o u e o sa es o , . 99 9 .

A d v t i ing
er s , A id t m k t ing 18
s o ar e . .

An d th d l 1 93e e a er, . A id t lling 396 849

s o se .
-
.

An d t h m il d e b in a 68 -
or er us ess, . A mbit i n n id t lling 839
o as a a o se , .

And t h m n f c t e 2 12 a u a u re r, . A n ly i inb in 168

a s s us ess. .

And m k t ing m t h d 21 6 ar e e o s, . A n ly i f l b pply 163

a s s o a o r su . .

And t h t il t 21 1
e re a s o re , . A n ly i f t h m k t 1 6 4
a s s o e ar e . .

An d th t pl b n d 239
e s a e ra , . A nt g ni m h v id d 91 1
a o s . ow a o e . .

E ff c t e f p nc t
o 21 3
, u o os s, . A pp l t h t ll 308 823
ea s a se .
-
.

E ff c t e f p nj b b
o , 1 24
u o o e r, . A pp nc e a ra n id t ll ing ass
e as a a o se . .

Efl t
'

eef p np ic
o 13 4 1 9 7
, u o r e, , . A ppl ic t i n id t ll ing 833
a o as a o se . .

Ev id n c f v ing by 9 14
e es o sa ,
A pp inm nt m king N 5
o t e s. a . .

A g m nt l 168
.

Ext v l g iv nby 9 15
ra a ue e ,
r u e s. sa es. .

A t nt i n
.

H ow it ff c t p ic 1 40
a e s r e, te oing t “ 634
. sec ur . i , .

Av g f l 369
.

H ow l t d t l m nh ip 9 17
re a e o sa e s a s . . e ra e o sa es. .

O g n
r iz t i n f t ff 1 9 2
a a o o s a , .

P t f m n f ct
ar o c mp ign
a u a u re r s
’
a a
B

l
.

1 49 B a sis o f s ucce ss f u re t a il i ng . ti t .

v A lb
.

Pva es w a y f th l m n3 or e sa e s a . 86 . Be e rid ge , e rt J .. o n pre pa red

P iv t b nd 133
r a e ra s. . ness . 830 .

Q t i n f c i l t am
ues o o so a w as e. . it icl a fo r co nt rac t s . 803. 300 .

R l ti n f t
e a o l m nh ip 3
o . o sa es a s , . l t ll l s t a rt e r. t h e . $ 10 .

It lse o f, 33 .
B oo k a ge nt . t he . 03 .
5 44 IN DE X
B n
ra d t h p iv t
, e 4 rC h in t a e,
( n in d ) 130 1 6 -
. a s o re s co t ue

B k
ro d fi ni i n f 18
e r, e t C mp t it i nin 5
o o , . o e o 6
B lk g d
, .

u 8 oo s, 9C p iv 57 t q
. oo era t e, e se .

B us in ess, E c nm f 2 o o ie s o , 5
A n ly i in 8
.

a s s , El m n 14 t f t ng h
. 3 e e s o s re t , 5
I n d y g d fi ld
.

D p tm ne t
ar f 921 e s o , . r oo s e , 48
I d l iz in
.

ea g h 509 t L d in
e,
g g n l 47 . ea e er a ,

P m n ncy f 1 5
.

er a e M gnit d f b in 4
o , 9 . a u e o us ess, 6
Q li y f nd t h l m n 4 4
.

ua t o , aP bl m f 50 e sa es a , 9 . ro e s o , .

R l ti n f t
e a l l in
o g 22 23o , Ri fo se8 45 , 1 -
2 . se o , 2 , .

B y
u th
e r, e, St n d d iz ing a ar ,

And t h l m n e sa es W kn af 54 , 3 69 . ea ess o , .

C nc nc f ll i h 29
o u rre C h lm H gh n ll ing
e o se 2 er w t , 5 . a er s, u , o se , 229 , 8 1,
I n vi t er ing h 2ew 29 5 t e, 41 -
9 . 3 1 .

R ch in ea g h 24 t Ch nn l f t d
e, 6 .
q a e s o ra e, 1 80 et se

g th f i n d hip f 3
.

S in
ec u r eCh c n ly i in ll ing 2 7
r e s o , 09 . a ra t er a a s s se , 5 .

S c in e g th
ur ign t f 28 7 C h t l f n ly i
e s a u re o , ar , se -
a a s s, 3 48 .

t e q se . Ch ing t h lli ng p in 1 7 ar t e se o t s, 5 .

S gh t b y t h
ou l m n 52 8 233 Ch f l n e sa esn 0 a , 2 , . eer u e ss a s a a sse t , 31 .

S l C m
ee a so Ch ic f n m t h
u st o er . o e o a a e, e, 1 55 .

B yin
u g c nn c i n p b l m f 86
o e Civil iz i n p m d by l m n
t o s, ro e o , . at o ro ot e sa es a

B ying xc h ng
u e 5 a h ip 223
e s, 6 . s , .

B yin
u g vic 284 se r Cl I W
e, h ili ng p i
. t 31 Vl ar, t e, r e t a r or o, .

B ying t ng h
u f t h d p tm n
s re C l fi in H B
t o nd C mp ny 8 5 e e ar e t a , . .
, a o a , 4 , 5,
t 49
s or e, . 1 77 .

C C l ifi d dv t i m n f in ass e a er se e t s, u se o ,

c ing h l p 7 se u r e , 39 .

C mp ign t h m n f ct
a a , eClim t ic c nd i t i n f h m k
a u a u rer s,
’
a o o s o t e ar et ,

R h in
eac g t h m k t 1 79 1 9 e 1 67 ar e 5
-
. .
,

S d y f h m k t 1 —7
t t C l in g t h in v i ar e 63 1 8 os e t er ew , 4 85
u
g o , . .

S d y f h p d ct 1 7 1 2
tu o t eCl ing h l 28 ro u , 4 -
6 . os t e sa e, 6 .

C mp ign t h ll ng 3 4
a a ,
C ll g m n l m n 01
e se i , 9 . o e e e a s sa es e , 4 .

C nning ind t y t h nd t h j b 0 11 H b S n l g n
a us r , e, a e o 0 111 8 , er e rt .
, o sa es o r a

b er , 1 181 30 , i. i n 44 z at o , 9 .

C nv
a th
asser, 22 C mmi i n h
e, . ninc nt iv 7 o ss o , t e, as a e e, 46 .

C p city f t h m k 1 71
a a o C mmi i n m ch nt d fi ni i n f
e ar et , . o ss o er a , e t o o ,

C p cit y f h pl n 52
a a o t 18
e a t, 1 . .

C p l th q i n f 1
a it a , e C mmit t y t m h 3
u e st o o , 54 . o ee s s e , t e, 92 .

C d ind x
ar f in l
e ,
24 u se oC mp n t i n f t h l m n 4 , sa e s, 5 . o e sa o o e sa es a , 66
C d p nl
ar e r so f in ll ing a ,
t q u se o , se , e se .

C mp t it i n
,

2 9 2 6 4 5 o e o ,

And fix d p ic
, .

C d f int d ct i n 2
ar s o ro u 207 o , 51 . e r es, .

C n gi A nd
ar e e, n g niz t i n Ch in
re w , o or a a o ,
a st o r e , 56 .

3 78 C p iv oo e r at e, 61 .

E ly 2
.

C l g th m l d 7 3
at a o ue , e ai -
or er , 1, 7 . ar , 3 .

C h in t
a 45 2
s or es, E ff t -
6f 10 ec o , .

J bb v m n f ct
.

A d v nt g f 8 a a es o , 4 : o er er sus a u a u r er, 13 1 .
 INDE X
C mpet it ion (cont in
o u ed ) C p oo er at io n (cont in
u ed )

L egit imat e met h od s o f, 2 18 . Of sal es w it h o th er d ep art ment s,

N e w b asis o f, 34 . 37 7 et seq .

P ic vr e vic 8 1
ersus ser e, . V ersus
“
ginger , 480
”

R t il 3 14 4
.

e a , . Co st of c ompe t it ive se ll ing , 9 10 9 1 9 - .

St d y f 1 73
u o , . Cost manu fa t ure 1 54
of c ,

C mp t it iv m k t ing m t h d 1 75
.

o e e ar e e o s, . Co st o f mar e tin g, t h e 19 1 k ,

C mp t it iv lling c t f 210 219

.

o e e se , os o ,
-
. Co st o f ret a il b usi ess,n 37 .

C mp t it iv t ngt h f m il d
o e e s re o a -
or er C o st , ng o f ad ert ised goods
selli , v , 94 .

h 72
ouses, . C ost s and st and a rd iz a tion W , .

C mp t it iv t ngt h f t h p ci l t y
o e e s re o e s e a C ou nt er , o erv t h e , 96 .

t 35
s o re, . C o unt ry st o res,

C mp t it
o e kn f t h p ci l t y
ve w ea ess o e s e a H ow r un 96 , .

t 38
s ore, . H ow t h ey h old t r ad e, 38 .

C mp t it d i c ing n 282
o e or , s uss o e s,
’
. I n ea r y d ays, 3 1 l .

C mp t it
o e t ngt h f 74
ors, s re o , 1 . C o u po n, use o f t h e , 3 1 4 .

C mpl int h nd ling 388

o a s, a , . C o ura ge as a naid t o se lling 337 . .

C mpl t l in ld by t h m n
o e e es so e a u C o u rt esy, a b usiness asse t 34 5 1 . , .

f ct a 1 27 u rer, . C re at v
i e sa e s l
m anship 30 6 , .

C mplim nt t h
o e f 311s, e use o , . C r ed it d epa rt me nt and t he sa es l
C nc nt t i n n id t lling
o e ra o as a a o se , mana ge r , 38 1 .

C re d it e xt
nd ed t o ust ome rs 39 0
e c , .

C nc nc f b y nd l l 99 5
o urre e o u er a se e r, . C re di t ma n a n d t h e sa lesman 365 , .

C nf nc n d f 392
o e re es, ee o , . C u r iosit y as an aid t o sellin g 980 . .

C nfid nc
o e n id t l l in
e as a g 340 a o se , . C ust om t h e in,fl uence o f 185 , .

C nfid nc c ing 976

o e e, se u r , . C ust o mer . t h e.
C npi cy p ic 902
o s ra r es, . And pri a t e b ra n ds 135 v . .

C n m th
o su e r, e, And t h e sa esm an 369 l . .

A id d by fix d p ic 2 7
e e r es, 0 . As a fi rm re pre sent a tive . 8 13 .

A p p l t by m n f c t
ea o, 88 a u a u rer, . Coo pe ra t io n f ro m 3 7 9 . . .

D fin it i n f 19
e o o , . C red it e xt e nd ed t o, $ 0 .

D i ct l t 18 1
re sa es o, N umbe r o f sa les t o . 160 .

P
.

J bb o v ic t 1 19
’
er s ser e o, erso na l t ast e o f .

P
.

P y f d v t i ing 9 1 1
a s or a er s , . re fe re nce of . fo r ad ver t ised

R l ti n f t
e a o m n f ct o ,
9 o a u a u re r, 1 .
go od s. 140 .

S ll ing t
e by t h j bb o, 1 92 S e o e r, . ee Re a ch ing. 9 48 .

l By a so u er it ese nts subst it ut io n 01 . .

l
.

C n mpt i nv
o su p d c t i n 1 73
o ersu s ro u o , . Sa es ma ns
'
re po rt o f. 4 11 .

C nt t lling 492 503

o es s. se - Sec u ring h is go od w ill. 43 1 .

V
.
,

C nv ni nc g d 1 86
o e e e oo s, . a l ue of h is cooper a t ion . 81 3 .

C nv ni n
o e f
e cesth d p tm n t o e e ar e See a sol B uye r .

t 42
s ore , .

C nv nt i n f l m n 609 503
o e o s o r sa es e .
-
.

C p t iv ch in t
oo era e 57 t q a s o res. e se . De a le r t he . .

C p ti n
oo e ra o .
Aid ed b y fi xed prices . NB . o e n
In t d p tm n
er ct l 38 5ar e a And ad vert ising 911 . .

C p
.
,

O? l m n 363
sa es a , . oo era t iono f ass . .

I II —86
5 46 INDE X
De a l e r, t he (cont inu ed ) D u t ies of t he sa e s l man , 35 0 3 62
-

l
.

Le git imat e, 66 . D ut ie s of t he sa e s man a ge r , 37 7

Selling p rob lm e s o f, 15 . 393 .

Sh ou d w o r l kf or h imse f, 1 00 l .

Dema nd f or p rod u t s, t h e, 1 5 8 c .

De p art ment st or es,

A d v nt g f 27
a a es o , . E c o nomies of t h e d ep ar t ment st ore,

A pplying t h i m t h d e r e o s to o t h er 40 .

t 44 9
s ores, . Ed u c t i n n id t ll ing 345
a o as a a o se , .

B ll t in 440
u e s, . Ed c t i nl c
u a in d p t m n
o t
a o u r se s e ar e

B yin
u g t n gt h f 42 s re o , . t 444 t
s ores, q e se .

C nv ni nc f 42
o e e es o , . Effic i n cy in ll ing 3 55
e se ,

C d f 428 t q
ree s o , e se . Efii i n y f
c e l m ngc 384 o sa e s a a er, .

D epend u po n w omens ’
t ra d e, 1 87 . E fii i n t
c e l m n g m nt 3 77 sa es a a e e , .

E conomics of, 40 . Em n R l ph W l d
er so n h lt h
, a a o, o ea ,

Ed u c t i nl ca in 444 t o a ou r ses , e Se q .

El m n
e t f ekn in 44 s o w ea e ss , . End orsemen t s, p ersonal , 3 1 7

P l icy f 426 t q ll
,

o o , e se . Ent h u sia sm a s anaid t o se in g . 34 2 .

R ea sons f or st re ngt h of, 40 . v

E n ir onment , e ff e ct of, upo n sa l e s,

R ise o f, 33 . 1 65 .

Rivl a s of gener a l st ore s, 40 . E q u ipment of the sa esl man, 4 58 .

S l p ns re or d 439 c xch ng b u y in
’
a es e rso , . E a es, g, 5 6 .

S ll in
e g o rgan z
i a t ion o f 4 25 , . Ex p n e ses o f the sa esm al n 4 67
, .

Siz f e o , anad an t age 4 3 v , .

St cko s o f, 43 .

Syst em o f , 43 1 .

T raining sa e smenin, 4 23 4 5 2 l -
. F a rm p ap ers, as mail -
o r d er me di
Tw o kind s o f, 28 u m s, 8 .

l n A L n t ining l m n
.

Dep ar t ment s of b usiness, h ow re Fi e e, . .

, o ra sa es e ,

l at e d , 221 424 .

Fi k J m n ll ing m t h d
.

D esire, as a n a id to selli ng , 283 et s ,W a es .

, o se e o s,

seq 434
nd t n— nt t
.

Fiv
.

D es
i r e, c re a t ing, 4 3 6 e a -
46-
e ce s or es, .

Fix d p ic
.

De t erm inat ion a s a n aid to sel l ing e 202 r es, .

ign m k t l mn
,

F o re nd t h ar e s a e sa es a ,

c
D ir e t sal es, 367 .

L ow c ost of, 1 28 . F J K n c ing l m n

r aser , . .
, o se u r sa es e ,

To co nsumers 1 81 27 7 39 9 4 00 , , .

J K n ll ing 277
, .

To r et ai er s, l 1 82 F r aser , . .
, o se , .

lling 308
.

To ci l p nt t iv
spe a re r ese a es, 1 83 F i n
r ed h ip n id t s a a o se . .

l
.

Di c n
s ou t c t t h 78 , se r e , e, . F i n
r ed h ip n t t
s th a asse o e sa es
Di c n
s ou t p ci l 303 s, s e a , .
man, 3 71 .

D i t ib t i n f g d 1 93
s r u o o oo s, . F ut ur e of the jobber , 146 .

Di t ib t i n i ch in f
s r u o , s x a s o , 10 .

Divi i n f
so s o lling 233 se , .

D gl
ou W L h
as, t . .
, s oe s ores o f , 1 90 .

D ress as a n id t ll ing a o se , 346 . Genera l st ore , t h e, 39 .

 I N DE X 54 7
“
G in v ger
”
c p t i n 480 ersus oo er a o , . Int erest ,
G l d nR l
o e t 48 49 u e s ores, , . A m ing 259 435
us , , .

G d oo s, Of h t it c ni t
w 9 09
a o s s s,

A d v t i d q lit y f 90
.

Int vi th in lling 941 899

er se , ua o , . er ew , e, se -

A d v t i d v l f 21 5
,

t vi
.

er se , a ue o , . In er th ew , e,

D i c t in g tt n
re t i nt 25 7 a e o o, . I n l ling 24 1 999
se ,
-
.

D i t ib t i n f 1 93
s r u o o , . Cl ing 4 85
os ,

d c in
.

In t g th
ro 437u o er , .
Cl ing t h l in 988
os e sa e , , .

K n l d g f 33 0
ow e e o , . G aining t h e, 24 1 253 -

M int ining q l it y f 38 7
.

a a ua o , . Int e rr upt io ns t o, 27 1

P ck g nd b lk 89
.

a a e a u , . Opening t al k in 258
Q nt it y t h t nb l d 1 70
, .

ua a ca e so , . Se c uri ng
nt ion in 95 4
at t e

n l 1 67
, .

S easo a , . T h e d emon st r at ion in 97 1 et seq

S vic
, .

er nd q lit y f 302
e a ua o , . I t in erant me r h an t t he c ,

G d ill
,

oo w , In t rod uct ion, ard s o f, 25 1 c

And p ic m int n nc 1 9 6
.

r e a e a e, .

A b in
s a t 1 74 us ess asse , .

El m n te f 1 01
e o , .

S c in g th c t m
e ur 43 7 e us o e r s,
’
. J obbe r, t h e,
T h m n f ct Adv nt ages o f usi ng sal es men t o,
’
e 19 6 209
a u a u rer s, -
. a

G t Atl n
re a t ic n d P ifi c T a C m a ac ea o 1 16 .

pany, 4 7 . An a id in d ist rib ut ion, 1 06 .

And t h e p ub i 1 46 lc , .

As ma nu fa t ure r s co mpe ti t o r, c '

1 31 .

l
H ea t h as anaid t o se ing, 328 ll . A p ci li t inm k ting 105
s e a s ar e , .

H onest y as an a id t o se in , 338
g ll . C ying cc nt 106
a rr a ou s, .

H ouse or gan s, u se o f , 367 , 48 7 49 1 -

. C mm d it i h nd l d by 197
o o es a e . .

H uman appe a s t h at se , 808 3 25 l ll -

. C l t iv t m k t int niv ly 103
u a es ar e e s e . .

D fin
e it i n f i s o o . .

F tu u re o f 146 . .

Hi c ns t l oh i m k t 1 33
ro o ve r s ar e , .

I d ea i in lz
g t h e b usiness, 609 . H ow a ff ec t ed by ad ve rt isi ng W t . .

I ma gin a t ion, appe a t o t h e , 320 l . H o w h e aid s t h e re t ailer 1 0 . 419 .

I ma g ina t io nas ll ing 34 4 ana id to se . . H ow t h e name a rose It . .

I mit t i n a ll pp l 3 1
o as a se ing a ea , 6 . Increasea b uying pow er o f ret aile r.

I mp t n c f t h m k t ing pl n
or a e o e ar e a . 1 90 .

147 . Lines not sol d by 1 9 1 . .

In d x c d
e , f in ll in
ar
g 945
, use o , se , . Lit t l e und e rst ood 10a , .

In f m t i n g t h in
or a
g ll ing 9 i5
o , a er se . . M all o rd e r "7
-
. .

In f m ti n
or c d by l m n
a o se u re sa es a . Not t o be abo lished "0 . .

370 . P rice cut t ing by 196 . .

In it i t iv in ll in
a g 8 28
e se , . Re fused t rad e by re t ailer . m .

In t d p tm n
er e t i c p ar t i n 38 3 e a oo e ra o . . l
Re a t ion o f, t o t he man ufact ure r,

In t f
e r erenc it h p p t y igh t e w ro er r s. 1 9. l m .

199 . S al es fo rce o f. 106.

In t ll t
e
pp l t t h
ec , 3 19 a ea o e, . Sa l es man for .
5 48 IN DE X
J ob be r, t he (cont inu ed )
ll
Se in l
g by mai , 1 1 6 .

ll l
Se ing by sa esmen , 1 16 . M il lling by 29 63 85
a , se , ,
-
.

ll
Se in c
g t o onsume rs, 1 22 . A d v nt g f 1 1 6
a a es o ,

M il d b in t h 63—
.

S ll in
e g t th t il o e re a er, 87 . a -
or er 85 us ess, e,

S vic
er f 1 03 1 18
e o ,
-
. A d v nt g f 73
a a es o ,

A d v t i ing nd 63
.

S vic
er f t the c o , o e onsumer , 1 12 . er s a , .

Sh ipping a nd st o r age se rvi e c o f, And m n p ly 200 o o o , .

1 06 . A t t it d f t il t d
u e o re a er s ow ar , 67 .

S t at u s of, 1 1 9 1 29 -
. By l c l t 83
a o a s ore, .

Th e man c
u fa t u r ing, 1 33 . C h b i 74
as as s, .

Th ld l in 130
e o -
e, . C t l g 73
a a o s, .

U n bl t limit l f
a e o se to o ne l in e, C a u ses o f it g t h 65 s r ow , .

1 23 . C mp t iv c t f 75
o ara e os o , .

U n illing
w to k eep sal es c
r e o r d s, C mp t it iv t ngt h f 72
o e e s re o , .

1 25 C t f g d 77
os o oo s,

E xp n
.

V a rie t y o f sa mp l c
es arr ie d by, 1 06
e f 76 se o , .

E xt n
.

V a rie t ies of se r vic e r en d ered b y, t ef 64 o , .

107 J t ifi t i n f 6 8
us ca o o , .

l d 79
.

W hy he i lk es p ri v at e b rand s, 134 .
L oss

M gnit d f 29
ea ers, .

J obb i ng c nte e r, shi ft i ng o f, 1 77 .

a

P bl m f p ic 74
ro e
u e o

o
,

r es,
.

S c t di c n
e re t 78 s ou , .

S v ic
er f 9 e o , 6 .

Sm l l d la nd 80e a er s a , .

K now l dg
e e of good s, 330 . St ck nc
o s y 73 e essa r , .

T wo kind f 65 s o , .

U nd infl nc f 70
ue ue e o , .

V l m f b in nd p ic
o u e o us ess a r e in,

77
L ab or po i y an lc
d sal es, 3 87 .

W id e
.

area o f , 73
Labo r sup p y, a na l
ysis o f , 1 53 l .
M il d j bb t h 1 1 7
a or
.

l er o er, e,
-
.

Le ad ers, oss, 79
l
.

M int n nc p ic 1 96
a e a e, r e, .

Le git ima t e d ea
d orse men
er , t h e, 66 .

l n
M n g m nt l 377 510
a a e e , sa es, -
.

Le t t ers of in t to sa esme ,
M n l t h l 46 3
a ua , e sa es, .

3 74 .
M n f ct c t f 1 54
a u a u r e, os o
l l , .

Lew is, E St E mo, . . o nsa esmansh ip , M n f ct

a u a th u rer, e,
231 .
And d v t i ing 212
a er s
c ll ing
.
,

Lif e insu rane, t h e se o f, 23 .

And h i c mp t it 1 74 s o e or

l k
.

Loc a it y o f m ar et , 1 66 .
And p iv t b nd 136 r a e ra s,
c l
.

Lo gi , use o f, in se lin g, 318 .

And t nd d p ic s a 205 ar r e s,

l
.

Lo ss ead ers, 79 .
A t t it d f t d p ic c t t ing
u e o ow ar r e u

v lling l
, ,

Lo e of h ome as a se appe a , 1 98 .

31 5 .
B ll d z in
u g m th d
-
f 1 00
o e o s o , .

Lo ya t y l as a naid t o se ing 343 ll , . Ch ic f t d ch nnl 1 81

o e o ra e a e s, .

x
L u u ry, or c
ne essit y o f prod u , ct , C mp t d it h by t h j bb 13 1
o e e w e o e r, .

1 59 . C mpl t lin l d by 1 27
o e e es so , .
 IN DE X
M n f ct
a u a th ( nt in d )
u re r , M k t f ign nd t h l m n
e co ue ar e s, ore , a e sa es a ,

D fin e it i n f 1 4 o o , 36 7 . .

En c g d i t b ying 21
ou r a e s M k t ing
rec u , 1 . ar e ,

Hi sd v t i in
a g nd t h d l
er s A id t 16 a e e a er, s o, .

1 93 . D im l t i in 10 cu es , .

H i c mp ign 1 7 19 5
s a a ,C t f 19 14 -
os o ,

ff c t d d v t i in
.

M k t ing m h d 1 9 19
,

H ow a by e e
g a er s , ar e et o s, -
.

1 24 . An d d v t i ing 9 6 a er s , 1 .

H ow a id d by t h j bb e 1 03 108 C mp tit iv 1 75
e o e r, -
, o e e, .

1 13 . C it ici m f 9 10 r s o , .

H ow h m y t im l t l c l t
e a d s I mp t n c f p bl m 4
u a e o a ra e, or a e o ro e s, .

87 88 , . M ning f 1 5 ea o ,
-
.

H ow h t by p iv t b n
ur d 13 7 M k ing pl n t h im p t n f
r a e ra s, ,
ar e t a , e, o r a ce o ,

1 42 147 .

M ll ll
.

I nt h d k e t ar c f l as
W i i
o so ur e s o
m n ll in g 9 59 sa es,
ax w e , a , o se . .

125 M h n ic l h m f l ling 998 ec a a sc e es o r se , .

.

M gnit d f h i p bl m 1 9 M c h n t
4
er a ,
a u e o

P t ct ing hi g d ill 96 209 C s

mmi i n 1 8
ro e ,

1
.

o ss o , .
ro e s
C oo w -

n
.
,

R l ti n f t
e a o c n m 12
o , o
t y 39
I t in nt 9 1
o su e r, .
ou r . .

S l iz t i n f 1 83
e ra
g n
. .

a es or

S llin g id f 95
a a
M o
h n di
o
t d ying “
,
3
.

erc a se, s u , .
e

S ll in g p bl m
a

f 15
s o
M ,
h nd i in g m hin t h 99 1
.

e rc a s ac e, e. .

S ll in
e g t th t il
o
ro

87
M
e

e re a
s o
nt g m y W d nd C np ny
,

er,
.

.
o o er , ar a a a ,

T h j bb 1 33
a ue
e o

V l f h i n m n g d 92 o
e r as,

s
M n
a
p l y n
.

d p i
e o
m int n n
oo s, ,
o o o . a r ce a e a ce,

1 43
W hy h
.

ll d i ct 1 22 M t iv f in ll in g 8 5 o es. use o , se . .

M n f ct
a u a
e se

c mp ign t h
ure r s
s
’
M va
re
in g pi t
,

a
f in llin
.

g
e,
o c u res, use o , se

g d 46 1 ,

R ch in g th m k t
oo s. .

ea 79 9 5 e ar e , 1 -
1 .

S t d y f t h m k t 1 3 1 78
u o e ar e , 6 -
.

S t d y f t h p d c t ”74 62
u o e ro u , .

M n f ct ing c t nd d v t i N m t h h i f I ”
a u a ur os s, a a er s
a e, e c o ce o a, .

in g 213 , .
N t i nl d v i ing n d th t il a o a a e rt s a e re a er.
M n f c t in
a u a g j bb ur th 17 o 09 e r,
S Ad t i d g d e. .
86 4 ee ve r se oo s.
Mp l m n 477
.

a f f
s. use o , Anor sa es
d p k g g d 89 e , .
ac a e oo s,
M k t th
.

ar e , e, D fin it i n f 88 e o o .

A nly i f 1 68
a s s o , N t i nl Cl k n
. d S it C mp n y a o a oa a u o a ,

C p cit y f 1 7 1
a a o , 64 . .

Cl im t ic c nd it i n f 1 7
a o N it y f t h p d t I “
o s o , 6 . ecess o e ro uc , .

Find ing, 1 64 .

Find ing the also o f , "0 .

c l it y f 166
Lo a o . .

R ch in
ea g th 8 e, , 1 794 95 . Object ions, meet in
g . in aell in
g.
S t ud y of t h e, 6 . l fi -
l is
‘
. M inimu ms . m .

S ummary, 1 774 78 . Obse rva t ionas a naid to aal li n

g . ass .

W h at is meant by i @ , . Old lin

-
e jobbe r . t he. I ” ,
550 IN DE X
Opt imism n aid t o se ling
as a l , 343 P ic. r es,

Op t imism a s a n a sset 3 1 0 , . C nn t b t ict d 208

a o e res r e , .

O rd er secu r in
, g t h e 29 0 , . C npi cy 202 o s ra , .

O rg an z
i a t io n t h e se in g 1 92 , ll , , 3 78 P b l m f 74
, ro e o ,

P iv t b nd
.

39 4 4 22 -
. r a e ra s,

A d v i ing 1 33 e rt s , .

And t h j bb 1 2 t q e o er , 3 e se .

A g m nt g in 1 37
r u e s a a st , .

H ow t h ey h u r t t h e ma nu f a t ure r, c
P ck g g d 89
a a e oo s, . 1 42 .

P ck g p bl m f t h 157
a a e, ro e o e, . M gin f p fit n 140
ar o ro o , .

P l in C C nm k t ing m t h d
ar , . .
, o ar e e o s, Of t h t il 89e re a e r, .

18 6 . P b l m f t h 1 30 1 4 6
ro e o e, -
.

P d d l t h 21
e er , e, . R n f m k ing 1 6
e aso s or a , 3 .

P nnylv ni R il d t nf r t
e s a a a ro a , ra s e s a Th i h l de r nc t m o1 35 o us o er s, .

t i n f 1 13
o o , . P iz
r f
es, u se oit h l m n 494 , w sa es e , .

P c nt g f l 359
er e a e o sa es, P d ct t h
ro u , e,

P i t nc in ll ing 29 5
ers s e e se , . A t
s ad f ct 5 ra e a or , .

P n l f i nd h ip f t h l m n
e rso a r e s o e sa es a , St d y ea l f 1 60 sa es o , .

371 . St ud y o f , 1 4 7 1 6 2 -
.

P n l it y n id t l ling 308
e rso a as a a o se , , T e st ing, 1 51 .

U nf mil i it y f 1 88
a ar o , .

P hill ip D id G h m n n n
s, av ra a , o co ce V i l izing 4 6 1
su a , .

t t i n 33 7
ra o , . P d ct
ro u s,

Pl nning d y
a k 354
a a
’
s w or , . D m nd f
e a 1 58 or , .

Pl nt c p cit y f t h 1 52
a , a a o e, . L x i u 159
u r es, .

P l icy l 1 90
o , sa es, . N c it i
e e ss 1 59 es,

P it iv gg t i n in ll ing 322
.

os e su es o se , . P d ct i n d p t m nt nd t h
ro u o e ar e , a e

P p dn
re ar e n id t ess lling as a a o se , l m n g 38
sa e s a a er, 6 .

3 29 . P d ct i n v
ro u c n mp t i n 1 73
o er su s o su o , .

P ic
r e, P fi t n d v t i d g d 1 34
ro o a er se oo s, .

A s a b i f c m p t it i n 32 34
as s o o e o , , . P fi t t h d i f 31 3
ro , e es r e or , .

G t t in
e g th 3 01 e, . P p t y igh t int f nc it h
ro er r s, e r e re e w ,

In fl n c d by v l m f l 77
ue e o u e o sa es, . 1 99 .

Th e q uest iono f , 43 2 . P blic t h nd t h j bb 145

u , e, a e o er, .

W h ent o me nt ion, 279 . P ch

ur hases,m d 1 69 ow a e, .

P c c
ri e ompe t it ionv ersu s ser vic e

np t it i n 81
cor e o , .

P ic c t t ing
r e u ,

And t h m n f ct e a u a u rer , 1 98 . Q u ali fic at io s o f n t he sa esm a l n , 326

By j obb ers, 126 . 349 .

H ow st opped , 1 99 .
Qu al ifi cat ions of t he sa es l ma na ger ,
P ic
r e c imin t i n 1 22
d is r a o , . 3 7 7—
39 3
Q l it y v
.

P ic
r m int n nc 1 9 6
e a e a e, . ua of ad er t i sed goo d s, 90 .

And h igh p ic 203 r es, .

Q lit y
ua of goo d s, maint ain ing t h e,
A g m nt f
r u 204 e s or , 3 02, 387 .

c pit l
.

A m n p l y 2 00
s a o o o , .
Quest ionof a a , t h e , 1 54 .
 INDE X 56 1

Q uot as, l
R et ai er , the (cont in
u ed )

H ow re ck nd o e , 499 . I mp ort a ne c o f, 90 .

Let t er o n 4 85
, . In c buyin
reased g pow er o f , 190 .

K now s so u rces o f supply, 1 91 .

Opport un it y o f , 79 .

P v
ri at e b ran d s o f , 89 .

Raw ma t er ia , t h e p rob em o f, 1 52 l l . R ef usa l o f, t o b uy f rom job ber .

c
R ea h ing t h e mar et , 1 79 1 95 k -
. 197
S umma ry, 1 95 . Sho ul d w or k for h imsel f, 100 .

R eason
, appe a s l t o , 3 18 . S t a t us o f, 33 .

Rec or d of sa es, l t h e, 1 94 . Ret ai ing,l

R c e ord s of t he sales d ep art ment, B asis o f success f ul, 84 .

474. C h nging c ndit i n in 39

a o o s , .

R e ferenes c of appl i a c nt s f or sa es l C t f 37
os o , .

mens p ositio ns, 406

’
. M gnit d f 1 9
a u e o , .

R e gist ry o f a name, 1 55 . P i t t h C i il W 81
r or o e v ar , .

Re l n
at io of t ra ining to e mp oy l R k f ll
oc e e J h n B n n nt
e r. o .
, o co ce ra

ment , 45 1 . t io n, 337 .

Reso ur c f ln e u ess as a naid to se ll ing , Roo ms, sa mple 96 5 . .

328 . Ro und ing o ut t he sa le , 99 54 07 .

R es p nibil it i
o s es of t he sa es l man, Ro ut e ca rd o f th e sal es ma n 85 9 , . 41 7 .

3 5 0 362 -
.

R e st raint of t rad e, 200 .

R e t ail,
ll
S e ing a t , 19 30
-
. Sal y f t h l m n 996 466
ar o e sa es a . . .

ll
Se in l
g by mai , 65 . S l
a e,th e,

Th m th d
ree f ll ing
e o s o , se , 90 . A ft it i c mpl t d 998
er s o e e . .

R t il c mp t i t i n 3 1 4 4
e a o e o , . C l ing 986 490
os . . .

R t il d l
e a t t it d f
ea ers, a u e o , t ow a rd D fineit i n f 94 1 o o . .

m il d a 67 -
or e rs, D l y in l in
e a g soc c oa . .

D v l pm n
.

R t il
e a l m n sa es e ,
e e o t f 949 e s o . .

D emand f o r, 227 . Ro und ing o ut . 995 30 7 -

.

T r ainin g, 493 452

- S t e ps in, 43 4 481 -
.

l
.

l
R et ai st ore . t he, 24 . Sa es.

An
d ma i l -
o rd e r h ouses, 80 . Av g e ra e o f, 350 .

Necessit y o f, 30 .
C h nnl
a e s o f. 18 1 et seq.

l
R et ai er, t h e , E ffec t of e nviron
ment opu s,

A id by fi ed pr i es, 203, 908

ed x c . Limit o f. 17 0 .

And a d e rt ising. 21 1 v N umbe r o f. to a c ust o mer . 100 .

P
.

And mai o rd er b usin e ss 88 l -

, . e rce nt age o f 830 . .

And na t ional v
ad e rt isin g 86 ,
-
1 09 . Sc aaon al 101 . .

S A dv t i d g d
ee er se oo s. S ingl e ve rs us re pea t ed . 934 .

B yin g p bl m
u f ro e s o 87 S pecial .
l
.
.

D fin it i n f 13
e o o T ab u a t io no f . 4 10 .

V
.
.

D i ct l
re t 189 sa e s o, .
ol u me o f. o n ad vert ised good s.
E ase of b uying d irect , 19 1 . 93 .

How aid ed by t h e obber, 1 08 1 1 9 Sales nnt a analysis o f m

j -
. argur e . .
55 9 IN DE X
Sal es d epart ment , t h e, re ord s a c nd S la es m an, t h e (cont inu ed )
st at ist i s o f , c 4 74 . H is int er iew v w it h t h e b uyer, 94 1
S l
a es manua l , t h e, 4 63 999 .

c
.

S l
a es lc
po i y, t h e, 1 90 . H is re f erenes, 4 06 .

S l
a es c
r e or d , t h e , 1 9 4 . H ow h e can h e p t h e b uyer, 999 l .

S l
a es se r v ic e, q uest ionof , 70 . H ow h e sh ou d b egin, 438 l .

S l
a es man
, t h e, Ind epend ent at t it ud e o f, 989 .

A cl ing h ear f inf m t i n ouse or or a o , I mpor t an e

“
c o f, 999 .

”
3 70 . Is t h e st ore , 493 .

A d v nt g f ing 1 16
a a es o us ,
L et t ers t o, 4 89 .

A g nt l m n 925
.

e e a , . M nt l d min t i n f 970
e a o a o o , .

A id d by d v t i ing 386
e a er s , . M t h d f l ct ing 409
e o s o se e , .

And f ignm k t 36 7
o re ar e s, . M t c nt l t mp 997
us o ro e er, .

And h is t er rit ory 3 60 O g niz t i n f 1 99

r a a o o
—
, .
, .

And h o use or gans 367 4 8 7 49 1 , , . O t id t im

u s f 36 1e e o ,

v
.

And t h e a d e rt ising manager 3 65 , . P n l f i nd h ip f 371

er so a r e s s o , .

And t h e b r and ed st ap e 93 8 l , . P n l h bit f 361

e r so a a s o , .

And t h e r ed it man, 3 65 c . P n lit y in 308

e rso a , .

l
And t h e sa es m anager, 3 66 . Pl nning d y
a k 35 4 a a
’
s w or , .

ll
And se ing met h od s, 4 54 . P f n
ow e r i h d by 999 ur s e ,

xc v
An e e ut i e, 999 . P vi xp i nc f 401
re ou s e er e e o , .

A pp nc f 949
ea ra e o , . P iz m ny t 494
r e o e o, .

A ppl ic t i n f 406 a o o , . P m t i n f 508

ro o o o , .

A s a n g th ew s 3 64 a erer, . Q lific t i n f 308 t q 396

ua a o s o , e se .
,

B l ck ing
o t t it y f 4 71
ou err or o , .

Cl ing t h l 987 t q
os e sa e, e se . Q lit y f b in p d c d by
ua o us ess ro u e ,

C ch ing 4 1 6 49 1
oa ,
-
. 49 4 .

C mmi i npl n f p ym nt 467

o ss o a o a e , . R c d bl n
e or k f 4 07 a or, .

C mp n t i n f 466 t q
o e sa o o , e se . R c de or f 439 o , .

C ncl d ing t h int vi 999

o u e er ew , . R c de or f k 4 73
s o w or , .

C nt t f 499 509
o es s or, -
. R c it d f m t h
e ru
g n
e iz t i n ro e or a a o ,

C nv nt i n f 509 508
o e o s or , -
. 39 8 .

C p t i n f 363
oo er a o o , . R l ti n f t
e a c t m 369
o o , o us o er s, .

C d f 498
r ee or, . R l ti n f t
e a th ho 3 8
o , o e o u se , 6 .

C it ici m f 483
r s o R l ti n
e a it h t h ol m ng
s w e sa es a a e r,

—
, .

D ily p t f
a re or o , 377 4 99
D m ne d n
a d ppl y 995
a su , . R em une rat ion o f , 99 6 .

D m ne d f
a t il 99 7 or r e a , . R epresent ing the j ob b er , 9 64 .

D ignifi d k f 99 5
e w or o , . R eport s o n c ust ome rs, 4 77 .

D ra win g cc n t f 4 70 ou o R espon sib i it y o f , 3 5 0 l

'
a , . .

D ti u nd
es a p nib il it i 350 36 9
r es o s e s, R et u r n t r ip o f , 305
-
. .

En l i t ing t h c t m
s id 3 79e us o er s
’
a , . R ou t e c ard of, 3 5 9 , 47 7 .

Ent er t a inment o f, 5 06 k
See ing t h e b uyer , 998
lc —
. .

E q uipment of, 45 8 . Se e t ing, 39 4 4 09 .

E ssent ia l q l ific t i n f
ua a o s o , 39 6 349 -
. S ll ing h i
e n vic s ow ser es, 403 .

F a t orc o f c mm c 99 4
o er e, . S p ci l t y 9 3
e a , .

G et t ing t h e b est ou t o f, 4 80 5 1 0 -
. S t ud ying a. t ow n, 353 .
 IN DE X 56 3

Sa l man, t h e (cont inu ed )

es S l a es mana ger , t he (cont inued )
Ta k n int e o t h e b usiness, 508 . Se t t ing t h e pa e, 396 c .

T h c ll g
e o e e m an a s, 4 01 . Symp a t h y fo r men , 38 1 .

T ime o f, 35 1 . T ab u l
n of sales 4 76
a t io . .

T raining, 33 9, 39 6 , 4 10 45 9
-
. T est in g se in g me t h od s, 89 5ll .

U se of let t e rs of ind o rsement , 3 74 . T r ain in g me n 4 10 499 ,

-
.

U se of t he se ll ing t al k , 45 6 . T rea t me n t of fina nes, 390 c .

V l
ocab u ary o f , 970 . U se o f maps 4 7 8 , .

W h at h e l e ar ns , 99 9 . V isit ing men in t he fiel d, 48 1 .

W h o see k
t h e b uyer, 933 s . l
Sa esma n sh ip ,

Yo ung, pr e fe r red , 4 08 . A mat t e r o f n ow ed ge a n d prac k l

l
Sa es managemen t , 3 77 5 1 0 -
. ti c e, 93 1 .

Efii i n t 3 77
c e , . And v t i ing 199
ad er s , .

P nt d y 379
rese -
a , . C t iv 306
rea e, .

Th b igg t t h in
e g in 4 80 5 1 0
es ,
-
.
H ow l t d t d t i ing 9 17
re a e o a ve r s , .

S l
a es m ng a th a e r, e, O pp t n it i
or u in 9 28 es ,

P t f m n f ct
.

And t h d v t i in g d p tm n mp ign
‘
e a t er s e ar e ,
ar o a u a u re r s ca a ,

3 85 1 49 .

P incipl f 494 43
.

And t h ppl ic n
°
e t 4 03 a a r es o , ,

P m t c ivil iz t i n 993
.
,

And t h c d it d p t m nt 387
e re e ar e ,
ro o es a o , .

R l ti n f t d v t i in
.

And t h h e g n 4 8 7 49 1 o use or a - e a o o g 3 , o a er s . .

V t infl nc f 994
.
,

And t h p d c t i n d p t m n
e tro u o e ar e as ue e o , .

S mpl
,

386 a es,

C ying 933 459

.

And t h l m n 366
e sa es a ar r , , .

Di pl yin
, .

And t h vic d p t m nt 389

e se r e e ar e s g 9 66 a . .

l mn
,

—
.

B il d in
u g n g niz t i n 3
a 94 4 99 or a a o S nd in
e g it h t , w ou sa es e ,

kn l d g 384 S mpl
, .

B in us ess ow e e, . a m 9 65
e roo s,

D i c ipl in m in
.

s t ind by 389
e a a e , . Se ars, R b ck n d C mp n
oe u y 64 a o a .

E ffi ci n cy f 384
.

e o , . Se aso n l g d 167a oo s, .

Exp i n c f 380
er e e o , . S c t di
e re nt t h 78
sco u , e. .

F rie nd sh ip for men 38 1 , . S l f n ly i ch t 3 48

e -
a a s s ar . .

G e t t ing t h e b est out of h is men, S l f n ly i

e -
a a h its s, ill id h ow w a t e

4 80 5 1 0
-
. l m n 347
sa es a . .

H and in l
g comp a in t s 388 l , . S ll
e -
t m
e s ee pp l in g t , 3 19
a ea o. .

H ow h e assigns t e rrit o ry 47 1 , . S ll
e c nc n f b y it h 99 3
e r. o u rre ce o u er w . .

H ow h e se u res oo pe ra t io n, c c S ll in
e g 99 1 3 7 ,
-
6 .

Id eas o f, 383 . A id t 396 340

s o. -
.

In v
t er iew ing nt 4 4 a ppl ic a s, 0 A ing int t 93 9
ro us e res . .

t il l 9 30
.

K n l d g f g d 383
ow e e o oo s, . At re a .
-
.

K n l d g f h m nn t
ow e 38 1 e o u a a ure . . ll lnus p t h i t 939
esa as ec s, s -
.

L b p l icy f 3 87
a or o o , . B y m il 99 m s a . S M il . . ea a

L tt e t m n 4 82
ers o e , . ord e r b usin
ess .

L y l ty t
o a m n 3 89 o e ,
Cont est s, 409 50 3 -
.

C
.

O g n iz in
r a g bil it y 883 a .
oat o f co mpe t it ive. 9 10
C
.

Q l ific t i n nd d t i 1377 89 3
ua a o s a u e s. -
. uriosit y as a naid sao , .

R n k f 880
a o . .
Demon s in 033
s t rat io n . .

R l m d by 888
u es a e . . Desl re as anaid t et seq.
5 54 IN DE X
l
S e ling (cont in ued ) S ll in
e g m th d 4 53 4 65 e o s, 1 .

D irect , 1 9 6 . C nt nt t dy nc y 453
o s a s u e essa r , .

c
D ire t , l ow c ost of, 1 98 . E q ipm n t fu l m n 458 e o sa e s a , .

v
D i ision
s f 933 o , . H t owc n id 455 o se u r e ew eas, .

D nt c t v l
oes o re a e a ue , 38 5 . New su gge st io s, n 45 3 .

Effi ci ncy 355 e , . S t ud ying, 4 15 .

E mph izing q l it y as ua a nd ser vic e, T est ing, 39 5 .

Th e se lling t lk 456 a , .

Friendsh ip as a naid t o , 308 . ll

Se in g or g n iz t i n t h
a 39 4 4 99
a o , e, -
.

G at h er ing info rm at io n, 9 44 . l
Se ling p inot ch t ing t h 15 7
s, ar e, .

G e t t ing t h e b uye r s iew po in v S ll in n 1 60

’
t , 968 . e g sea so s, .

l
H o d ing t h e p rospe t , 9 63 c . S vic
er e a nd q l it y f g d 309
ua o o o s, .

H ow t o b egin, 438 . S vic

er e, b yin g 9 84
u , .

H um an appea s, 3 08 39 5 l -
. S vic
er e c mp t it i n
o e p ic 8 1 o versus r e, .

v
Int e r iew , t h e, 9 47 , 9 54 99 9 -
. S vic
er e d p tm n
e t arnd t h l e a e sa es

L aw o f a e ra ges, v 359 . d p t m nt 389

e ar e , .

M king pp int m nt 965

a a o e s, . S vic
er f t h j bb
e o 1 03 e o e r,

M ch nic l ch m f 993
e a a s e es or , S vic
er th n
e, b in e l g n 34
ew us ess s o a
vi f t h
. .
,

M t ing bj ct i n 977
ee o e o s, .
Sh ipp ing nd t ga s or a e se r ce o e

Pl c int h fi l d f b in 99 1
a e e e o us ess, j bb o 1 06 e r, .

939 Sh ppin
o g l in 18 6 e s, .

Skill d l b
.

P int f pp l 308 395

o s o a ea - e 1 53 a or , .

S mit h A d m n p ci l t i
, .

P l imin i t t h int vi
re ar es o e er ew , , a , 936 o s e a es, .

9 41 9 53 - Sp ci l d i c n
e a t 303
s ou s, .

Sp c i l t i
.

P bl m f d l 1 5
ro e s o e a ers, e a es,

D finit i n f 93 5
.

R t il t h
e a m th d f 90 r ee e o s o e o o , .

S ll in
.
, ,

S c in g c nfi d nc 97 6 e g 933 940
-

e ur o e e, , .

Th S l
.

in g d ci i n 98 7
S e cu r e s o e f 3 78 a e o , .

Sp c i l t y l m n t h 93
, .

St pla nd p ci l t i
es a 933 9 40 s e a es, -
.
e a sa es a , e, .

S t d yin
u g th p p c t 943 e ros e , .
Sp ci l t y t
e a 95 s or es, .

T c t in 980
a , . C mp t it iv t ngt h f 35
o e e s re o , .

Th e a g ree ment , 97 7 99 9 -
. C mp t it iv
o e kn f 38 e w ea e ss o , .

T h e d emonst ra t ion, 971 et se q. S t nd d p ic

a ar 909 r es, .

Th e ope ning t a lk , 958 . And c mp t it i n 90 7 o e o , .

T h r ee ph ase s o f , 1 . And t h c n m e 9 07o su e r, .

U se o f a r d , 9 49 c . And t h d l 9 06
e ea er , .

U se o f c ard ind e x , 945 . An d t h m n f ct e 90 5

a u a u re r , .

U se o f samp es, l 9 65, 96 6 . A g m nt f 904 t q

r u e s or, e se

l ph n 948
.

U se of te e o e, . St n a d d iz t i n n
ar d c ta 3 86
o a o s s, .

U niv l it y f 930
e rsa o , .
St pla es,

W h t it incl d
a 9 u e s, .
And p ci l t i s e lling 933 940
a es, se ,
-
.

W h n t m nt i n p i
e o 97 9 e o r ce, .
B n d d 93 7
ra e

Wh l l 1 14
, .

o esa e, .
D fin eit i n f 935 o o , .

S ll ing id
e f t h m n f ct
a s o 95 e a u a u rer , . St t i t ic
a s f th s l d p t m nt
o e sa es e ar e ,

S l lin
e g c mp ign pl n a n
in g th 39 4a a e, . 4 74 .

k p t h l d 31 34
,

S ll in
e g c t f d v t i
os d g d o9 4 a er se oo s,
St o re ee e r, e o , , .

p li y t h
.

S ll ingc t nd d v t i ing 9 1 3 St or e o 49 6 t
c q e, e se .
s ,
e os s, a a er , .
 IN DE X 55 5

S t ore syst em, t h e, 43 1 . T rad e re a t io s,l n infl uene c o f, 9 .

S t ores, T raining,
Ch n 98 4 5 6 9
ai , ,
-
.
v
D i isions o f, 411
C
.

o un t ry, 9 6 3 8 , .
R l e at io n of , to e mployme nt , 45 1 .

D ep art men t 97 40 S ee Dep a rt T rainin need

g met h od s, t h e for, 4 1 0
, , .

l m n 4 10—
.

m en t st o res .
T ra in
in sa es 4 59 e
g
v c , .

Fi e an d t en en
-
t 46 - -

, .
I nt h e fi ld 4 1 6 49 1
e
l
-

—
, .

G ene ra 39 , I nt h e h o use , 4 1 1 415

—
,
.

R et ail , 94 .
R et a i l 493 45 9
c l , .

Spe ia t y, 9 5, 3 5 .
T ra nspo r t a t io n p ro b lm e s, 1 76
l ing
.

St ud y as anaid t o sel , 396 .

k lin
T r un es, 96 5
c
.

S t ud y mpe t it ion, t h e, 1 73
of o .

S t ud y o f t h e mar et , 1 63 1 7 8 k -
.

S ummary, 1 77 1 78 -
.

St u d y t h e p ro d u t , 14 7 169
of c -
. U ni nl b
o a or, a nd mar k ting 1 53
e , .

Summary, 1 6 1 1 69 -
. U nit d C ig
e ar S t o res C mp ny 4 7
o a , ,

S t ud ying mer h and ise , 4 43 c . 51 .

St ud ying se in g met h od s, 41 5 ll . U nkill d l b

s e a o r, 153 .

Sub st it ut ion, rese nt ed by c ust o mers,

97 .

cc
S u essf u re t ai in l
g, b asis o f , 8 4 l .

V l f n l iv g ncy 98
S uggest ion, posit i e, in sel in g, 399 v l .

V
a ue o

l f g d nd d v t i ing
a ue o
a exc us

oo s, a
e a e

a er
,

s
.

14 1 .

V l f m n f ct
a ue o nm 9 2 a u a u re r s
’
a e. .

V oic n id t
e as a ll ing 3 45 a o se , .

c
Ta t n id t
as a ll ing 980 334 a o se , , . V l m
o u f le o n dv t i d g d sa es o a er se oo

T l ph n t h
e e o e, e, 98 .

A n id t
s a t il ing 95
a o re a , . Vo n Bl m H ll
arco n lling , ow e , o se .

S vic
er f 9 68 e o , . 80 1 .

U se of in ll in g 9 48 , se , .

T errit y f t hor l m n 360 47 1 o e sa es a , , .

T t in p d t 15 1
Th
es g
gh t n id t
a

ll ing 39
ro uc , .

6
W a namaker C reed , t h e , 4 98 .

T im
ou

f
e o l m n 35 1
as a

sa es
a

a ,
o se

.
, .

W he l n G g J n h in t
a . eo r e . . o c a s o res,

51
T d t int f 900
.

Wh l l l ling t m t h d f
ra e , res ra o , .

T d ch n nl 180 t q o esa e se , wo e o s o .
ra e a e s, e se .

T d ch n nl m ning f 8 1 14 .

W ill y J h n N t h
ra e a e s, ea o
l m n
, .

f ct nd t d c h nnl s, o or as a sa es a .
T d
.
ra e a ors a ra e a e s,
9 99
5 18
.

W l
-

f n f m il
.

th F W
T d f ct oo w o r d ou er o a
d fin it i n f 5 , . .,
ra e a ors, e o o
T d m k f p iv t b n
, .

ra e -
ar s d 1 55 or r a e ra s, .
st o res. 46 .

1 56 .
W ork as a n aid to sel l i ng . 396 .