Honolulu star-bulletin. [volume] (Honolulu [Oahu, Hawaii]) 1912-2010, 1916-01-18
. CHAPTER IN.


There is another system Of distribution Iy which the pro
ducer have their agents and their retail al
thought they also sell in practically every hamlet in the
though they also sell in practically every hamlet in the
tlOnery to put their goods on the counter.
This is the system of many OF the big candy companies
They have their stores IN places In other places
they sell through the independent dealers store. In each To-
caIity must decide which way If You,
manufacturers have your retail branch then the other
dealers in that community feel reluctant compete
retail with the manufacturer himself Therefore they would
be unlikely to buy any goods from that factory.
In system of this kind, by which you install your
tail outlets advertising must be Versatile First it must
create favorable atmosphere As to its further details of
method and purpose particular conditions determine
For instance there would be the question whether as
manufactures obber YOU would appoint Independent dealers
exclusive agents This would mean that in given locality
where you have retail store of your you would have
choose between the two that there. One by
Frank Smith and the other by John Jones. Suppose your pro
duct certain kind of laundry soap. Your salesman
Smith and says: Here you be exclusive in this
town We sell Jones all Therefore if you teach
customers that soap best they cant go Jones
for it. because Jones have it. So YOU it will be worth
while for you to recommend and push my goods That is
the idea OF system which includes the principle of eXcusive
agencies by which you sell Your goods to only dealer in
each locality III -."#. H. :-@
The objection this method is that when YOU 90 Smith
and sell him your soap and that Jones have your soap
you cut down your possible market You decrease the amount
that you SELL Each dealer has 500 customers let say
You get only the 500 posbes that Smith has The 500
who deal at Jones excluded prospects And yet
the 800 customers that chosen dealer has will prob
ably sell soap than if Smith did not handle it exclusively
Because Smith recommends it and more OF his custo
will probably buy than Jones had your soap too.
There certain things which is necessary to sell
through exclusive agencies Fine furniture particularly
ona bookcasesseem to be in this class Such rule
sold solely through exclusive agencies for the that each
of them has broad competition Each of these manuac
must fight competitors who seek to sell at much lower
prices The persuasion of intelligent salesman the floor
required to make people willing pay the extra that
they have for those particular articles against
thing nearly good that they might get for less money
As rule the manufacturer who sells his goods by this
elusive agent distribution PLAN does try to work the
scheme in big city for the that here the dealers
in such personal competition with each other In the small
dealers might be fighting each other tooth and
nail that if Smith handled your goods that might be one
reason why Jones would not want to. r..
That is the negative for one-dealer a-town
sales system The positive is that salesman get
dealers cooperation If he lets him have the line exclusively
That would make very good reason why Smith would want
to sell your goods Therefore follows that this exclusive
agent distribution plan works best in the smaller places where
there is a personal competition among the dealers. r
Where people figure carefully the purchase of particu
lar commodity there YOU find the persuasion of personal sales
man necessary. To get that factor your favor YOU must
have the active cooperation of the store in which your goods
are sold The ideal of this kind of personal craftsmanship is
possible only in factoowned stores The next best is
by exclusive agencies In combination of those
plans together with general retail handling in the biggest
cities may prove be best method of wholesale dstri
button a..