The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1922-05-18

| Pacific coast. in Florida and in Main.
and said to the grocers.. II want to ge
a package Of this new breakfast food.
didn't have it; the wholesaler didni
other brands on his shelves. Did he say
J want?' No, he set out to make Tho
customer want what he had. and ir
most cases succeeded. And so in sell,
ing our tooth brush today, in line with
| modern merchandising methods. we vii
get dealer distribution nationally BE.
FORE we start national advertising
town and using local newspapers.sthe
billboards.. the street car cards. direct
mail or other media. whatever our prod.
uct will warrant in the way of expense
to create local demand among the en-.
tire population and to concentrate that
demand upon local dealers Local deal
Of demand, and they will stock upsi We
are able to produce demand Of that
kind. So we may multiply cities, either
one at a time or many at once ac-
distribution on national scale; and
may'use national advertising with the
knowiedge that It. every ~. dollar put into
our national advertising too soon be-
fore we have national distribution, what
we are doing is precisely this: we are
bringing thousands of our prospective
customers into stores where they will
either be disappointed or diverted to
some sol other a Tt and that isn't good
time we will be building up better pres.
tige and distribution among dealers by
the > ef ina;t use of their own trade
Having completed this whole process
Of the national advertising campaign;
hi1t picked out our product; having
told 6
and three into the package containing
the article; having then obtained ma
appropriated six hundred thousand dol
lars for national campaign, where do
we wind up? Just here. If our cam
paign is successful, someday shall We
store in Podunk, California, and SAYS
to the salesman behind the counter ~
h neaye been En-, thinking about getting
have selected, and right there is, Where
SIS percent of our potential sales fail
down Fifty-five percent of the custo-
the article go out without it or win
else. Even from the stand
point Of retailer who secures the ASH
percent sales, what happens after the
cases the Salesman Salem makes SOME posi,f1e
such as. Now rs there Some |
thing else. this mornng?" But in col
percent of the cases some negative
be- ali 4n;s d Exs SHeh Al the W suxtoms
has to do to the negative form is to
agree and walk out; while even to the
positive tornrof that shib H;o,e the Oh
s9ss w Sanxeg block tSe eu Aa
paste. Why didn't that darn fool say
tooth paste instead of something else?
the handle of the tooth brush along the
tube of paste in order to get out enough
to clean my teeth" II instead of say
ing something eise?' that salesman had
ticles related to the thing the customer
had just purchased, what would have
taken place: Dropping back seventeen
Store in Chicago created series Of little
trays, that just fitted into the show
cases and in those trays were displayed
little collection of tooth brushes. tooth
paste. mouth wash, all such things that
went together. The salespeopie were
toner came in and asked M" for anv art fu
not TO lift the article out, but to lift
out the whole tray. place it in front Of
the customer with its collection Of as
Nature take her course. Uaughter,)
Now you can readily Imagine tray Of
that kind gettingi nsits work in the
tray. Remember that IS, why we made
that carton. He asks the price and the
salesman says Thirty five cents The
customer says: "Alr right, I will take
1t. In the meantime his eyes wander
over the tray, and perhaps he sees a
little bottle of Listerine and he says,
.Havent you got larger bottle Of. Lis
terine and he makes another purchase.
You see the point there is the cnsto-
mer does not necessarily buy the ar
ticle in the tray, but the articles in.
the" tray suggest the things he uses
Seventeen years ago that tray made an
average sale of a dollar and half to the
customer. There isn't a retailer that
that wouldn't want something that
makes a sale Of a dollar and half in1
stead Of a two-bits sale. 1t costs about
as much in overhead charges to sell two
bits worth as it does to make the dollar
and a half sale, and to the merchant
who can make the larger sale is not
only cutting down overhead, but also he
is building up turnover-the two things.
that merchants have got to watch care
fully today If they are to meet this new
condition successfully. 1t may be said
that ANY salespersOn who will make il
mental habit not to say Something:
else?' but instead to repeat the names Of
two or three articles that logically go
with article the customer has purchased
can increase his sales at least 10 per-
cent That isn't real SELLING, tho,
because we have seen that an inanimate
tray can make such sales as we'll as any
salesman.