Inhaltsangabe
This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1916. Excerpt: ... The Well-Balanced Campaign THIS chapter is a plea for balance in the export sales campaign. It is a warning against accepting any one agency as sufficient or of preponderant value. Those who hold that salesmen are the last word in any merchandising may be shocked to learn that the losses due to the exclusive use of salesmen abroad are probably greater than those resulting from either correspondence or advertising failures. This is attributable, of course, to the larger investment required by the salesman's salary and expenses. Time after time, American manufacturers have sent salesmen--good, bad and indifferent--to Europe and South America ignorant of conditions or unprepared to deal with them and have reaped a harvest of losses. This was often due to the house's failure to prepare the market for the salesman's arrival. The latter was driven to abandon direct selling to make friends for his house. He found that dealers had Preparation Must..,... Precede Selling been promised regular visits, advertising and other special services by preceding travelers. They absolutely refused to deal with a new firm whose salesman was the first to acquaint them with its existence. One salesman who started out with the samples of eight Chicago manufacturers could not make a sale on the west coast of South America, except orders conditional on consignment. His houses had neglected to use either correspondence or advertising to introduce themselves and it was impossible to talk goods and prices on his first trip. Except with unusual products and under unusual conditions, no one selling force is sufficient. But it is not enough to know this. The correct proportion, order and occasion for using each of the selling forces must be determined before really efficient export work c...
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