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THE MASTER SALESMAN: 118 total pages.

The Master Salesman

The following extracts from that article should

that I have omitted to do something I should have

[5]

average run of employers would be insulted at the

Mr. Smith, "is a function of the general staff of

public about it through printers' ink if the

Turn to service. Of what use is good

selling is big and broad and the ideas that he

a situation by what superlative men can do but

Everyone who knows anything about selling

any serious form, inasmuch as that jar they are

indeed, that a salesman under ordinary conditions

T

The philosophy back of all this is to conserve

If he were so blamed that employed not one talent

GENERAL SERVICE DEPARTMENT

more than that. As it is now it is a hun­dred and

wit in a man doesn't make him a salesman but

a "good" advertisement, but if it sold a lot, a

quality that appeals to you artistically,

You must look for these factors or sequences in

BREVITY

"Not reaching or attaining a requirement or

hundred or a thousand words, but it may take five

inquiry for a booklet, that, on the face of it,

the modified idea which results from thinking has

more nor less than plain salesmanship such as you

"Short "; they have chanted his pagan litany with

By

like the lancet, or rifle, or chisel, it requires

quick "patter"; nor, under such conditions, is a

Unduly Restrict His Time You Simply Cripple Him.

In nine cases out of ten when the message is

could be made to desire a thing if INTEREST in it

A vital requirement of the printed sales message

THE BOOKLET

fre­quent handling in the light of the ordinary

envelope, or breaking the seal, is as apt to have

T

this doesn't happen. The folders are read from

THE Booklet, as its name implies, and true to its

se­quence, regulation, method and system in the

the impartial and judicial "Summing up" to the

Print It and Mail It

floated over the room, making for that general

got other ideas from the same group of lads,

riences in that direction, but the experiences of

given time and at a given expense, the cost of

for this success, but it is inconceivable that

making women's skirts and cloaks was to

manufac­turing concern that began its first

From The Layman Printer Show What Ideas Caught

It is a fine thing to send out a handful of

of merchants already on the books where salesmen

faith in the future of the mail order business

Mr. William H. Ingersoll (of Ingersoll Watch

foreign exchange with it; great wholesale houses

has reduced the cost of obtaining inquiries

PRINT IT AND MAIL IT

Typoth­etae man who knows the art of written

JOSEPH A.BORDEN, DIRECTOR 10 SOUTH LA SALLE

characteristic rules. The ad­vertisers, as a rule,

big space not only runs into big money but runs

of Beaconsfield.

"The salesman selling a small inexpensive article

SELLING (of things of value or of moment) cannot

Class r would comprise those who make or produce

As a consequence it necessarily and automatically

in new advertising announcements and continuously

This selling mind of commerce cannot be too

+ "POTENTIAL. Possessing inherent capacity for

progress, health, or other desirable conditions.

knows he must get the space; both realize it is a

(I) Affirmation. (7) Education.

The ADVERTISING MIND works in the rarefied and

can "sell" a man who has inquired of his firm

In other words, there is a great difference

be carefully noted. Room must be given. The

attitude are bred by training and environment

space, and the ADVERTISING mind in the

of it would take too much room here; what has

assertion, his unsup­ported assertion. Assert has

U. T. A. LOCAL ASSOCIATIONS

sion of the "follow up" will greatly increase the

A consumer wishing to buy a rowboat, for instance,

(say sixteen who advertise); if none "follow up,"

below competition when we do not equal it, rise

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to every manufacturer that he knows in the field

rank and file must be content with the residue

[9]

The competitor replied with a better looking

had been appealed to. In reply the concern stated

If I were in the boat trade I would be on every

to answer him personally? The "saving"

to their own activities to see faults and

strike him as they would a prospective customer

preserves the "Inquiry" and "Interest" seed you

that will win the bulk of the orders (all other

from you since my last letter; I was obliged to

by such engineers explaining the circumstances

out of every five inquiries received, and if your

protecting patents have expired, but the company

is thoroughly well made, of the most durable

It Is A Kind Of One Sided Situation. Technically

the natural channel of the consumer. In other

form of increased satis­faction and pleasure. In

as it were. I got into certain kinds of

it keep its tremendous grip? How is it that new

"copy" should essentially explain, teach,

IN trade situations it is an easily observed fact

The mammoth should be allowed to continue

Salesmanship Is Simply Showing An Advantage

finds the weak point of its adversary and can

situation, of course, is that competition knows

for the MESSAGE and carry it to the consumer just

Than Singly. Be Cause Of These Qualities Printed