The Detroit times. [volume] (Detroit, Mich.) 1903-1920, 1916-07-12


roushs Adding Machine Company
Detroit
Many statesmen lock upon adver
K tfsing rs highly mysterious and OF
very doubtful value. Yet there !:
no mystery about the right kind oil
b advertising, nor any doubt as TO its
K value
4, A sale always takes place in the
mind of the one who buys. II is
wholly a mental process. The ways
TO q buyers mind are many. the
personal contact OF the salesman
being only one although generally
the greatest Most OF the other
ways aree called advertising.
While personal salesmanship is
I almost always The greatest force
4 that can be used 20 make the sale
IN the mind OF the prospect. this
strong force has one serious limita.
ION. II can be applied TO only a
mali number OF prospects at a
Y dine. usually to but one. Also IL
4 has 10 waste much time in waiting
70 see men and it Is very expensive.
Advertising, on the other hand,
can influence n million minds AT
once at q cost of from a few cents
down TO the decimal part Of one
cent each. Advertising can enter
the prospects private Office or
home, await his leisure and be
equally cheerful. interesting and
fOrceful whenever he Is ready. Its
kreatest limitations are that is
must treat each member OF a group
a though all were alike. which
they never are, and that 4 can not
( 1Oin In The conversation OF the argu-
mont.
Personal saiesmansbip is strong
mental force that can be applied
&Go1y In one place at one time and
Under high expense per unit. Ad-
vertising Is Lesser mental force
4 that can be applied in a large num-
Y Der .of places at one time and at
Z low expense per unit. The two seer,
4 designed by the laws of cur mental
nAfdre. to work together.
II 10 as . partner, then, that the
\ ealesipan should regard the adver
Using Of his house. Let us think Of
advurtising as our partner and see
y what we can expect Ii 10 accom-
y plish toward making sales.
Advertising is a poor closer hu
Z 4 mighty good opener. Let US u.s.
r. to Open mems minds in prepare
tion for cur calls. Let II work il
advance so that we shall call al
" the time on Interested AMI PARTIAL
i educated prospects. Then go mucI
Of our time as salesman need no
BE spent on preliminarics. We ca
b ret down to closing quicker. W
y can close more orders in give
u time. 1t is more profitable 10 ca
a four men who want 10 see u
Than to force ourselves OH twent
Who do not.
Selling Is educational work. Yo
Il 1earn how your goods will benef
q the prospect and then you tcac
~ him 10 act on what he has learned
3 1T advertising conduct the kinder
Il narten and primary ecucationa
& work. You are more valuable Il
Il Ne higher grades.
like to look IN my own particu
3 lar marketing problem as on rail
road that runs from Ignorancevill'
i down here on the plains 10 Order
town up here In tie mountains. Fo
Nj : long stretch the grade is YER,
GRADUAL. but near Ordertown is |
mighty stiff grade that can only b'
made with the most powerful triple
expansion engine. called persona
soIssmanship This great mountain
engine can haul the train on the
lower grade. too. but II is an eco
"a Tor which II was built. The lighter
engine called advertising can ONLY
7. work on the lower grade, but or
y that grade II Is most efficient Rail
: roads conserve their powerful noun
tain engines for use Oh mountain
grades.
S1 Advertising can work In two ways
Il can arouse curiosity Ia the good
o. The project, secure inquiries ant
turn the curious prospects over {,
The salesman to educate. Then tn
btg engine has to haul the curiou
~ passenger ell the way from lgnor
X anceville to Ordertown. Or, advel
w Using can seriously educate tn
prospects. loading a trainfui an
~ moving them to the next static
g and the next. and 20 get theI
y whore they all live. nearer TO orde
town. This latter Is the mission I
~ advertising. II IL to take II
N ourden OF the educational work o
~ Shoulders of the salesman.
ooah1s him to start In nearer 10 u
IA Hr1or, To conserve his time and .
reo for the work that counts
ocss taken and in commission
~ hneA1es has the largest are