Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-01-15
CHAPTER LII.
DIRECT THROUGH AGENTS DISTRIBUTION.

The big point about direct to the system of
distribution that such makes possible relationship with the
ultimate When you sell through the local dealer, he
exercises control and has the manufacturer less at his
mercy.
There way deal with the and yet get the
extensive volume that from having goods
ent at hand that the does have buy by
mail This compromise method is the direct through agents
system
This is employed by lot of weLknown companies. For
instance typewrers, rule sold through the manuac
turer statesmen If you in the market for certain
brand You could buy it in your only the company
local branch office.
You would have deal with manufacturer own sales
The they their own representatives is that
in order sell specates of this kind must know
whole lot about such machines than he could pos
sb know if he also selling bicycles and desks and other
things He has to be speciality salesman and therefore is
necessary for such manufacturers to have than the finest
advertising they buymore than the powerful follow
literature that create They have to rely the
personality of the best trained salesman they n if they
sell their machines.
1t the same way with most automobile factories They
make advertise and establish sort of prejudice in favor of
their They may also follow up with letter after letter
But order get you spend that money which otherwise
would spend they have to persuade you energetic
ally through saesmenthrough personality And the auto
mobile salesman must know automobiles and know them we'll
He has to know his thoroughly that he must devote
eight hours day. after year. order to learn about that
in order to sell it well.
Quite few shoes sold by this method. Some
factories for instance get rid of most of their output through
their They cannot sell by mail with much success
In the direct system they would have people write in
for their catalogue And then they would have to to
them why they should send ORDER the basis of the
choice offered in the catalogue.
In the direct hroughagents system need not have to
rely mail advertising literature Adj your publicity
needs do establish that atmosphere which makes people
your goods Then the prospect taken of by the
salesman who completes the SALE ".* n
Not only it true that your choice of method of distr
button will help determine what kind of advertising you will
have to do Also is true coroary way that the results
of advertising plan automatically necesstate certain
system of sales Suppose you to make the public want
your typewriter for instance Then you would have to find out
the of the specific individuals who your prospects
who in the market for something of the kind which
offer Then you would follow them up by of booklets
and thus by mail would try sell those who seemed likely
buy Your statesmen would be valuable that would be
cheapest you spend this Soc prospect adver
Using literature get them to think fairly we'll of your
proposition. In other words you would economic you did
make your statesmen spend their time to accomplish the
same thing which could be accomplished by advertising
Advertising however is most effective in connection with
direct hrouga system when it is worked after the
fashion, As you have undoubtedly noticed this company
the newspapers create desire for their
grease the way for their statesmen.