The sun. [volume] (New York [N.Y.]) 1833-1916, 1914-02-15

ness man would write you regarding
something he had to sell IL you asked
him about it, but it never occurred TO
him to keep after you. That would
have been a violation Of his business
ethics. lie had the goods and If you
wanted them YOU could ask FOR what
ever you desired.
Merchants Of that type have moved
out If the high rent district long ago.
The new type of business man has as
! his motto While there's lie there's
hope" And the vast number Of sales
effected after hope had apparently taken
to its heels make that slogan worth
keeping in view.
The folowup idea is simplicity itself.
| The whole sales argument Of the con-
| Germ is given to the prospective Gus
TONER in broken doses. |. he declines
to buy for one set of reasons he may be
! landed through another and the profit
in this craftsmanship by mail makes II
worth following out to its ultimate con-
! Clusion.
craftsmanship 10y mail has as many
business employing ii. The number of
/ letters used varies widely. A New York
! dealer in high class securities has only
two; The reply To your first inquiry aud
! a subsequent letter more in detail.
Unless you respond to the second letter
YOU are dropped from the list.
There Is IA small man order concern
| A. in Ian, H.tg IN
paign 81 tollowups twenty-four regular
! letters in addition to some inpersoiial
circulars. The campaign spreads over
| "A period of two years and the company
cites instances of sales booked 10y the
last letter. The average folowup cam
| paign includes from five To ten letters.
depending of course upon the nature ri
the business which they are planned III
exploit.
\ summer resort with a very success
! ful record in securing guests through
, correspondence has SIN letters in dddi-
lion tu some seductive litcratur" Iu ia,
form Of pamphlets, brochures and tn,
like. The system planned after much
study and practice is regarded az beng
Ia" best in IT, particular Inc. Tn" let
t-rs ar. timed to arrive three days
apart. Even the hour of the arrival OF
he literature on your dcsN l. timed
Having "A summer resort To proclaim II
= better that the literature should reach
tin" prospect IN the afternoon after TIA.
mornings work h~s put Inn ii frame
uf mind for thinking of rest ali rocr.a-
ton.
Each OF thu. SIN letters emphas ize:
some special feature of the resort. al
appeal to the innate desire for rest tina
| to = u lt.a lat
hot summer When the ~ letters hay,
reached you with their supporting bat,
tories of booklets and YOU remain un'
move you are cons iGercd a ilcr" weigh
10 the mailing records for the time
being and are Dropped. The hotel com.
piny is at a loss of SO or 81 for mon
kcying with such "A u.ler. but nex
summer when the revised list is mad.
up from last years inquiries and YOU
get some new literature that strike!
Your fancy who knows but YOU VIII 9,
t." the resort for your va alton and pa!
back the 81 and many others.
The general idea Of follow mp Is vcrl
much the sam" in all lines Of business
II l. simply - case Of a steady can
nonade and many there are who sur
cumb to the random shots. The bus.
ness is so fun 80 tricks that the pros
|
| prospective customcr-neN"r suspects.
\ few wears ago form letters Coul,
hp spotted a mi,e away. They wer'
printed on machines that gave them
blurred smearcd appearance that pro
claimed their stereotypei' origin Tn
waste baskets caught thousands Of sucl
letters every day. II Let" years i'm
proved machines FOR turning out tn
letters 50 closely approach the TYP"
writer in workmanship that It Is neN
to imposs .be TO tell the zeal from tn,
spurious.
one prospect wrote 10 n sales man
ager for patent medicine house tina
he never would have suspected the for
mality Of one of the ,ompany's letter.
except for the fact that in the whole tive
pages there was not single error. AN,
he was convinced. being an employer al
~tenngraphers. that the typist who ,oui,
write 50 long letter without mak,nl
some mistake did not exist The Wis
dom of he suggestion struck the sales