Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-01-04
CHAPTER XLIII.
THROUGH DEALER WAY vERsUs>D1REcTB BY MAIL


big problems of distribution will confront YOU
Will you sell through deaersor by mail The latter is
usually temptation. Often like temptations may
take You to a ptfall
For instance, it would be impossible for the Cuday Pack
ing Company to sell Dutch Ceanser>by mall for the reason
that the housewife would buy package today and perhaps
another package week Each package would mean Zoe
sale But the cost of senghe cost of all the necessary
correspondence and would than wipe all pos
sible profit.
Thus you see Zoe article of that kind would be mpossi
bic OF sale by the drectb mail method Even 25c article
would seldom permit of such method And vet it depends
Some novelties such watch fob be sold by that method
successfully Although it brings only 25c thing of this kind
may cost only &C. Therefore, the seller would have BE which
might take care OF the cost of getting inquiry through
advertising Medium and might also the other
of letters and other oowup literature necessary complete
the sale But if that 25e article should the advertiser zoe
would be impossible for him to market that successfully by
the direct mail method
But when you sell goods like wire fence on which the
orders from fifteen to twenty dollars for each
order then does cost you get your inquiry through
the advertising medium and to complete the sale through
foowup erature-even then you will probably make money
each sale because the sales might thus be less than
of the amount Sold Thus your selling might be low
enough to make this direct mail method profitable
If yop sell by mall there another element that enters in
You have get repeat business In other words you
be fairly that your this years customer when he decides
to goods your line two years from now will
choose Your from which to buy Because rule
mail order business make its profit by dividing the
tmatey must in from the person whom you this year
win customer Otherwise your cost of the first sale
may be so high that you will lose money.
There is another element in a mail order busness-espe
cay you selling staple article article which most
people want and You have got sell the basis of price
1t easier for the average person to call the local store
and say Send soandso 1t is easier to do that than
the trouble to send for goods by mail 1t is tempta
ton to the home store because you know the
and you what you getting If people send to dis
tant city for their goods rather than buy them home must
be that they believe they get those goods for less
Price, hen element which you have to have in favor
of your goods Sometimes mailorder projects fail largely
through the fact that hard make people that they
will money you offered box of Uneeda biscuits
for &c. you would nsnctiyey to YOURSELF Il &c "
because you know their value If you shown picture
of good pair of Shoes and it explained that these were
81 shoes for 95 you might be mpeed buy because you
might think that the value undenable bargain. But
would be far less likely to buy those shoes than would
be to buy those cut-price crackers.
So if what you have to offer must be order to be
appreciated would probably be best have your goods
dealers counters rather than catalogue Yet that is only
of the many why through hedeaer distributor
best though it less romantic than Directly
mail method