THE SOUTH BEND TRIBUNE, EVENING, JULY 9, 1928. Walls of Resistance An advertisem*nt of interest to jobbers, retailers and every one else who is in the business of selling goods. TONES was a traveling salesman- -and proud of it. At one time a sales manager who appreciated the value of flattery, in getting the most out of his men, had called him a "barefisted business Jones liked the phrase. It suggested a masculine brand of selling power that rode rough-shod over all obstacles.
Just recently he had made a "new connection." He had left the shoe business and joined the selling force of a house that manufactures high grade wrenches. It was Jones's business to call upon jobbers and wholesalers, overwhelm them with logic and cajolery and then walk away with fat orders under his arm before the victims came to. Jones found the going none too easy. The jobbers he called on acknowledged the evident merit of his product. They toyed with the sample, stroked it fondly and called it a "classy article." The full-fashioned handle, the shiny countersunk screws, the sturdy shank and jaws, each came in for its share of praise.
Smooth sailing so far. Attention attracted. Desire created. Now to the final step, the well known "Number 3" of the salesman's bag of tricks- -closing the sale! Here it was that Jones encountered a balky, perverse attitude that reminded him of a certain oat-eating quadruped with long ears. Pull and tug as he would, the orders were not forthcoming.
And when, after much coaxing and jockeying, he would call for a showdown, the answer was monotonously the resistance is too great!" "Whady'mean, resistance?" Jones would demand, biting his cigar and feigning surprise. "The indifference of the public resistance. Their ignorance of your name and trade-mark is resistance. The refusal of dealers to handle unknown, unadvertised goods is resistance. Resistance piled on resistance, mountain high.
Why, should we as wholesalers batter our spears against such obstructions when open paths beckon us in other directions?" "Open paths?" "Yes, there is a good wrench on the market now. It is a crackerjack. You know what it is. It is advertised in the newspapers. It's easy to sell to the customer and easy to sell to the dealer.
That makes it easy to sell to us. You may have as good a wrench, or even a better wrench, for that matter. I can't say, Blanca Peak is a taller mountain than Pike's Peak, THE SOUTH Or Address any of the Akron, Ohio, Beacon Journal Dallas, Texas, Times Herald Houston, Texas, Chronicle Albany, N. Knickerbocker Press and Dayton, Ohio, News Indianapolis, News Evening News Denver, Post Jacksonville, Fla, Times-Union Allentown, Pa. Morning Call Des Maines, Iowa, Register and Tribune Jersey City, N.
J. Jersey Journal Atlanta, Journal Detroit, News Kansas City, Star Baltimore, Sun Duluth, Herald Knoxville, Tenn. Journal Birmingham, Binghamton, N. News- Press A Leader El Elizabeth, Paso, N. Daily Journal Lawrence, Eagle and Tribune ge-Herald Herald and Times Long Beach, Press Telegram Boston, Globe Erie, Pa.
Dispatch-Herald Los Angeles, Times Bridgeport, Post and Telegram Evansville, Courier Journal Louisville, Courier, Journal and Brooklyn, N. Eagle Fall River, Herald News 'Times Buffalo, N. News Flint, Journal Lowell, Courier, Citizen and Canton, Ohio, Repository Fort Wayne, News Sentinel Ledger Charlotte, 1 N. Observer Fort Worth, Texas, Star-Telegram and Lynn, Item Chicago, The Daily News Record Memphis, Tenn. Commercial Appeal Cincinnati, Times Star Grand Rapids, Press Evening A Cleveland, News Harrisburg, Patriot News Herald Columbus, Ohio, Dispatch Hartford, Times Milwaukee, Journal but people don't know it.
They don't know about your wrench and they won't buy it. We can't catalog it or push' it with our men." Poor Jones! Beaten at every turn, the exponent and victim of a decadent system of merchandising -clinging to the obsolete idea that good business consisted in loading up the jobber, who in turn loaded up the retailer, who in turn was forced to unload on the consumer. Unaware that modern merchandising is built from the bottom up, starting with consumer demand. Jones is not alone in his troubles. The absence of consumer demand is an evil that afflicts thousands of otherwise good products and is the bugbear of thousands of otherwise efficient sales agencies.
It is the wall that is holding many a worthy concern in the shadow of mediocrity, the valley of Just Getting By," when it ought to be basking in the sunshine of financial prosperity. If you represent a line of goods, either as a salesman calling on the trade or as a broker looking for business from the retailer or as the retailer himself, if you are floundering in the backwater of a sluggish, indifferent demand, put your problem before the Advertising Department of this newspaper. We are more than glad to co-operate with local sales workers in presenting to manufacturers the opportunities of this market and the means necessary to develop and hold it. Walls of resistance yield miraculously when the right advertising lever is applied. A force of men schooled in the practical phases of merchandising and advertising is maintained by this newspaper and The 100,000 Group of American Cities, of which this newspaper is a member.
They work out of our advertising office and the central offices of The 100,000 Group of American Cities located in Chicago and New York City. They are trained men. They are thoroughly familiar with Advertising practice. They are daily in conference with manufacturing and sales executives all over the country, and the information they impart regarding the nation's richest markets is eagerly, received. The effort of these men will be directed toward interesting your factory in a more aggressive sales policy in this market, if you say the word.
This service involves no obligation on your part or that of the factory. A letter to The 100,000 Group of American Cities or call to the advertising manager of this newspaper will start the machinery moving. BEND TRIBUNE. Following Newspapers Minneapolis, Journal Portland, Oren Oregonian Souths Bead Inda Tribune Banner Providence, R. L.
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