Modern Salesmanagement; A Practical Handbook and Guide (Paperback)

This historic book may have numerous typos and missing text. Purchasers can download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated.1919 Excerpt: ... CHAPTER XXXIV THE STORY OF AN ACTUAL SELLING CAMPAIGN 294. Reason for Describing an Actual Campaign, and for Selecting This One.--It is a fault of books that they provide the generality of a subject but neglect the particular. It is far simpler to learn by picture than by abstract concept; therefore, to visualize an instance of a modern sales campaign based on sound, up-to-date principle and procedure, is in itself a liberal education in salesmanagement. A sales campaign is in a sense a battle, and as in military matters, it is far more interesting and instructive to read an account of a battle than to study the principles of war. As for the selection of this particular campaign, there is no reason except that it was an unusually well analyzed campaign, methodically carried out and successful in conclusion. It is frankly and freely described, and is full of details of ingenuity and progressive principle and policy. There are, of course, many other campaigns quite as interesting or more so, but this one happens to be more available than others. The story is printed in the words of Marquis Regan, Sales Promotion Manager for the Ever Ready Works of the National Carbon Co., whose campaign it was. The personal narrative form is permitted in order to add to its vividness. Mr. Regan told the story originally before the Salesmanagers' Club of New York. 295. The Strategic Situation Before the Campaign Started.--The Ever Ready organization had for nearly twenty years been making an electric flashlight. It had other electrical products, but its advertising and sales policies were built around this flashlight product. The name Ever Beady is one that is used by a multitude of other concerns for different products. So its significance was confused in the minds of dealer ...