Amarillo daily news. [volume] (Amarillo, Tex.) 19??-current, 1921-11-03

li~iNdiE'h iNitf Nl W. H.A NAitSlNfN ON
the grounds that they were not pro.
Oucing enough business e. detiay ope.
rating expenses The men. who really
vor, pretty fair statesmen az statesmen
are Judged 10y last years standards.
excused their lack OF success an the
grounds that the companys prices were
"out ui line" with competition They
pointed out that one competitor had
cat his prices In half and was gpt.
ting practically all the business To
which the sales manager promptly re-.
piled that other men IN th, sales force
were getting the business IN spite Of
competitors prices. and that they ex.
pcctcd every man in the organization
tu do as much.
II cannot be- denied that the sales
managers stand was well taken. II is
true that the only reason statesmen are
employed Is 10 show u buyer why it is
to his interest to pay for better pualit,
Bul 1t Is also true that too many sales
executives forget that b b. their i1b
to help the statesmen As one writer
puts a. q sales force Is like rlring Of
ciphcrs with digit uhc sajes mana.
gen in 'front.' of them. n you replace
the digit with q cipher what have you
left? To the man ON the firing line
price difl,rontial looks entirely differ.
ent than IL does g. the man who sits
behind the mahogany bench and opens
up the orders. u Is all very tine TO tell
"a salesman Co go out and do Il. but
much more practical plan rs Co shuw
him how 60 do 10.
sell Satisfaction-\ot Materials.
Some sales managers are doing ~ hy
a complete uphcaval ~ their selling
Han. shaw Walker. for example.
stopped selling filing cabinets when the
prices began 20 drop about them. and
instead gave their men special coach.
INK in selling a filing system. The men
were taught to 60 into e prospects
liiic, and lay out complete filing sys.
tenn = T.. Turner in charge of this
Nork says The best way I know %
sell thing against competition IL not
| to sell % at All. hut instead. 10 sell the
satisfaction and advantage Ia be- had
! through the use of the thing or through
! ~, service of the salesman or the guar.
Hutcp ct the house hr represents or,
better yet. through all three together
| Tn other words / would sell usefulness
the usefulness OF the thing my own
usefulness ana usefulness of the house
/ And what buyer is qualified 10 set
\ price ON such an Offering"
other concerns particularly those
making q line of products have met
/ the situation hy developing q leader
around winch they can weave sales
BnvHss that viii disarm competition.
Some AZ Co. the case with the Anchor
Stove ava Range Company. have car
/ ried tli. idea a step farther and SELF
q plnu along with the stove The sales
manager Of this company. +. S. Fen.
on Ir. writes.
Bach the Products Ip With Plan.
w" have chosen from our rather
I.nr line 81 patterns. three stoves which
are absolute sp,cnltics with as First,
q medium priced cast iron mugo built
/ exceedingly well. very finely finished.
carrying several features which our
competitors cannot claim. bat wiihal
/ q competitive piece ot goods This range
wc sell Co the nst1llmcnt furniture
! dealers ~ the country iu competition
/ 'ith the cheapest ranges offered by our
/ rompoti -ors. and We do n with mcr.
/ ,hlndi-ing plan consisting Of special
retail sales plan calling Tor q one or
B we weeks newspaper campaign back.
cd up with window and floor displays
. picture slidcs 1 series ~ very strong