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THE MASTER SALESMAN: 118 total pages.

[9] THE "FOLLOW UP" This happens a great deal oftener than most advertisers realize. If, for instance, the "Pros­pect" writes a specific letter stating his require­ments, and is answered by a general "form" that fails to cover the points on which he has requested information, he writes, in disgust, to a competitor. Very frequently the carelessness of mail-selling firms in this respect introduces competition against themselves that would otherwise never have been aroused. Take the case which is first mentioned. The boating man first wrote a very clear and specific letter to a large manufacturer of canoes, requesting certain information that was necessary before purchase was made (choice swaying between boat or canoe); the letter was replied to by the firm but in such general terms that the boatman turned to another canoe firm. A dory manufacturer was written to; he "re-plied" to a long list of specific questions with a ten-line personal letter and a cheap-looking eight-page folder, neither of which gave the required information, so his competitor was written to.

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