PLAN No. 666. HE RAN A SALES COMPANY
About ten years ago I met a young man who was possessed of exceptional energy and push. With him something must be done and the time to do it was to-day. He ran a little collection company, and if he couldn’t get prompt results he lost no time in bringing suit. The profits of the business did not develop fast enough for him, so one day he quit this work.
He felt that selling was his life-work. He had experience as an auctioneer, but now he determined to become a real business doctor and give people such treatment that they would know of his company throughout the state. He made good, and last fall when I met him he was making $8,000 a year, owned a house in the most exclusive part of the city, had a fine car, and this is how he accomplished it:
He opened a cheap office, then had printed a post card with the picture of an old doctor on a hurry call, printed in red, with wording as follows “Let us head Old Doctor... your way. He is the original business Doctor... Sales Company, Phone and address.” He obtained from Dun & Company the names of the merchants in his city. With this card he got in touch with the business.
Most merchants know little about advertising, and know little about putting on a sale. Many merchants want to operate with less stock, others wish to sell but can not.
The young man makes a contract with the merchant for twenty days if possible. He receives 10 per cent of the gross sales. All advertising is to be arranged and paid for by the merchant, and the agent’s entire sales force is placed at his disposal.
A large sheet—24x36—is prepared and circulated by the local merchant. He prints about twenty-five of these circulars on muslin cloth so that the advertisement will remain in place on telephone poles, fences, etc., and the surrounding territory is circularized in this manner.
A page is bought in the local newspaper, and large cuts and vigorous copy is put in the ads.
It is essential that a large crowd be present the first four or five days, and here are a few of the many plans that bring them:
A prize of $10 to be given away, and those present Monday morning at 9 to 9:15 will receive tickets for the prize. Then he delivers the tickets. The free ticket requires holder, who has signed it, to return to the store at 2 o’clock Monday afternoon, when three judges, selected from the people, are to conduct the drawing and award the prize. The ticket holder must be there in person or the prize goes to someone else.