Publisher's Synopsis
This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1917 edition. Excerpt: ...The day and hour when letters are delivered to the prospective patron may insure or defeat their careful perusal. Many business houses consider Tuesday afternoon the best time for general letters to be delivered. At homes, either city or country, Saturday afternoon is looked upon as a favorable time. As a rule, letters of this nature which are delivered to retail merchants on Saturday are hopelessly lost, and the expense incident to such effort becomes a needless waste. Here again we see the opportunity for the exercise of sound judgment and the importance of it as an element in the motive back of all action in finding the patron. Directories. When a new edition of a mercantile agency-book, a telephone director, a general or trade directory, or a state gazetteer covering the territory operated by the salesman, comes from the press, it will pay to compare it critically with the list of prospects. An analysis of the classified business headings-will frequently disclose some that the salesman had not noticed before, or the presence of new names not in the old directory, or some forgotten heads that dovetail with new lines or items that the salesman is now offering. Leads from publications. Periodical and newspaper advertising produce many leads. They certainly should, as they absorb more of the money spent for the purpose of finding customers than do all the other methods combined. Every buyer of space owes it to himself to know the actual cost of every real lead from every advertisement in every medium. He should also know the value of the leads from each medium, figured on the basis of business done. If he fails to do this, he is violating the law of good judgment, and must not complain or blame anybody but himself if his advertising...
