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(say sixteen who advertise); if none "follow up," the total of available business (quality and price being about equal) will tend to "split up" about equally among them all.
If all as a consequence find business "none too good," all are feeling competition.
Any one of the group who became more aggressive would get a correspondingly greater proportion of business; the fifteen who remained passive would continue to divide what he left.
If a manufacturer finds that his competitors are not "following up," he has uncovered a real opportunity which he can turn to his advantage by "following up."
Such opportunities are more common than are supposed. Even when the average manufacturer does "follow up," his "follow up" is frequently short and poor and weak.
A stronger and better "follow up" gains a corresponding advantage.
[5]
It pays to know what competitors are doing; it is not alone a measure that shows where the investigator grades in the selling situation, but also a measure that shows where he grades to.
THE -"FOLLOW UP"
We fall
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