San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1923-10-10

| Quoted at the present time might be Of
interest.
I'm taking I'm this big subject of
selling methods your committee de-
cided to send out QUESTIONABLE,
hoping that from it might be CLEANED
sufficient wisdom that would shed
light upon a better plan Of selling
methods. and subsequently we VIII
submit series or graphs based upon
this QUESTIONABLE.
'In preparing these graphs copy
Of the large charts was prepared to be
placed into your hands so that you
could follow more closely the analysis
of the result of this survey.
BASED upon this questionnaire, the
charts reflect composite result OF
the answers received and it is most
gratifying to the committee to receiv.
the generous support given it by tine
members who supplied the informa-
ton requested in the questionable.
We believe Mt no time has a greater
proportion of answers been received.
which shows the interest that fore
casts the desire to know better how
to meet the future problems that will
constantly arise and continue to grow
in an undertaking like the wholesale
drug business. Your committee feels
complimented by the confidence shown
them by the members of this associl.
ton in supplying confidential figures
which indicate that secretive practices
are being cast aside and that business
in the wholesale drug line is being
conducted with greater faith than ever
before. 1t is this outstanding factor
that lends the greatest encouragement
to lead us to follow straight lines !;
the straight lines of the right way tc
business success, and it is the beacon
light of optimism to your committee
to see this evidence of a desire to
realize the highest achievement by the
application of better selling methods.
Distribution Is Vital.
"The vital success of any business
is distribution; therefore, methods of
selling are inherently more difficult
in a line of business where 60 per
cent to 20 per cent Of the distribution
is dependent upon sales of trade
marked items largely related to hu-
man ills, the prices of which are uni
versally fixed by the producer.
1T is obvious when considering
this fact that the greatest opportunity
lies in creating business in the lines
that are not dependent upon such
factors. 1t is reasonable then to con-
slider that the virgin field of endeavor
lies in creating business in the lines
that offer the greatest field for dis
tribution to well people. Manufactur-
ers of proprietaries have demonstrated
how demand for their goods is Great
ed. but has the jobber visualized how
sales can be created for various lines
featured by them, and is it not reason.
able to assume that therein lie the
greatest sales creations, advertising.
Advertising is the greatest factor
in creating distribution and advertis-
ing is Just as plausible in the jobbing
business as it is in any other line.
OF course judgment must be displayed
to do this through the channels tina!
the business flows TO avoid adverse
currents that develop the rapids that
cause many wrecks. +
However, there are many predete;
mined plans of advertising the jobbips
business that have been successful
that can be easily moulded to our
business. And, yet the graphs show
that this. the most vital factor in ere
ating sales, has been but little ex-
plored by drug jubbers. Let us ex-
plore some of these fields of oppor-
tunity for building business. There are
four factors: manufacturer, jobber, re-
taller, consumer. When we recognize
the bearing one has to the other and
amalgamate the interest of one to an
other, the result will be plus.
/ Let US consider first the source OF