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We cannot depend much in most lines on the active help of
jobbers or of dealers. They are busy. They have many lines to
consider. The profit on advertised lines is not generally large. And an advertised article is apt to be sold at cut prices.
The average dealer does what you would do. He exerts himself on
brands of his own, if at all. Not on another mans brand. The dealers
will often try to make you think otherwise. He will ask some aid or
concession on the ground of extra effort. Advertisers often give extra discounts. Or they make loading offers - perhaps one case free in ten - in the belief that loaded dealers will make extra efforts.
This may be so in rare lines, but not generally. And the efforts if
made do not usually increase the total sales. They merely swing trade from one store to another.
On most lines, making a sale without making a convert does not
count for much. Sales made by conviction - by advertising - are likely to bring permanent customers. People who buy through casual recommendations do not often stick. Next time someone else gives other advice.
Revenue which belongs to the advertiser is often given away
without adequate return. These discounts and gifts could be far better spent in securing new customers.
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