 |
 |
|
 |
 |
Home
BOP
Cities
Fishing
Geography
History
Images
Links
Maps
Nature POW
Realty Sailing
Tourism
Weather Site Map
Search
|
|
|
|
|
|
[Classes offered by the British did not include "Business", however the American POWs were prepared for careers in private enterprise.]
"Simplified Accounting for Small Hotels" - Hotel Association of New York
City, 211 West 57th St. N.Y. City. Balance sheet using parts of a dollar as ratio. Charge depreciation not on
a monthly basis as: $1,200 depreciation for year at $1,000 a months but on a basis of use
and expense. $1,200 depreciation for year but $145 for a busy month and $60 for
a lean one. Number and mark all furniture. Keep record as to cost, date of
purchase, etc. Better to borrow money direct from bank & then make cash discount
purchases. Capital expenses, taxes & insurance, interest, depreciation &
amortization. Sales Budget - Expenditures & expense Budget. Keep record of
amounts of food required for each dish, frequency of the dish,
amount of waste,
possibility of utilization of left-overs. Relative repetition of orders. Cost
accounting by portions. Determine the percentage cost of parts that make up the
completed portion and then credit each section. Planked steak so much to
potatoes, vegetables and short loin. Use kitchen, pantry, pastry, bakeshop, ice
cream, dining - room butter as departmental groups. Keep records by charging
incoming foods be charged to stores account and above departments, securing some
by requisitions. Direct mfg. cost (not including materials) wages of cooks,
butchers, vegetable-cleaners, oyster-men, salad girls, coffee makers, bakers,
ice-cream makers. Suppliers such as doilies, tortoni cups. Indirect wages of
chef and secretaries, boiler man, pot washers, cleaners, kitchen waitresses,
stewards, clerks, storeroom men. Porters, helps-hall employees, yardmen, locker
men, ice men, icebox men, incinerator men,
elevator men. Laundry of
cooks uniforms & kitchen towels, uniforms, kitchen fuel & expenses, cleaning
materials. Selling expense: wages of service & banquet depts., checkers,
announcers, silver men, dish-washers, glass washers, glass-cutters. Laundry of
dining room linen including waiters side towels, Stationary & printing, menus,
uniforms, plants & decorations, Telantograph, banquet exp., music, cleaning
materials, china and glassware, repairs & renewals, linen, silverware. Whitney
system of receipts for every portion leaving kitchen. Beverage Control. - by
quantity - keep list of all drinks sold and secure aggregate total. By sale
value - convert liquids into dollars of sales and then compare them with the
dollars of sales realized. Purchasing - management controls direct adv. And
publicity, insurance, legal and accounting services, decorations, music and
entertainment, contract services as electricity, laundry, telephone
All expenditures
exceeding fifty dollars in total must be first approved by management except:
Steward's current food supplies, subject to management OK on large quantity
commitments. Any supplies or requisitions already approved. Merchandise and
expense items chargeable directly to patron's account. Simplify & standardize
purchases. Stores & supplies - Inventories kept as low as possible, less capital
invested, less space used, proper care simplified, spoilage reduced. Par
Inventory - create max. & minimum. A bargain buy often implies a large buy and
that leads to overstocking. Storing - adjustable metal bins. Each bin tagged
with item and max. - minimum numbers. Old stock used first. Perpetual Inventory
- loose leaf or card index.
Test inventory - count a
few items every day at end of month everything has been checked.
Mechanical control - time
stamps, metered postage & mailing machines
International Business
Machines Corp. - National Cash Register Co.
Boarding House & Hotels
- Board , lodging, auxiliary, chef, house mgr. Valet, cleaning, shoes. Steward,
Asst. & Night, Newspapers, supplies, housekeeper, entertainments, stores,
concessions, cross control over above departments, Treasured - corporate records
and documents, rentals, contracts, insurance, supervision of disbursements &
purchases, Accounting - books and records of accounts, including payables,
receivables, payroll, budgets, statistics, receiving and shipping, stationery,
forms, internal audits, Executive office - secretarial - correspondence
(including supervision dept) filing, bulletins, announcements, manuals, Sales
promotion - supervision of sales and promotion, publicity, buying - subject to
authority for expenditure, current supplies as ordered by section heads,
renewals and replacements, new and additional equipment. Building Superintendent
- operating activities of physical building and plant with maintenance of both
in coordination with Housekeeper - fire protection.
Communication -
Telephones, radio, p.b.x, all sound apparatus, tubes teletype, electrical,
motion pictures. Protection - House officers, watchmen policing. Employment
personnel - Timekeeping & employment records, education & training, employees
insurance, hospital and home medical & surgical care, employee's saving plans,
recreation, transfers and promotions, employees publications, technical library,
sanitation. Outside Consultants - Legal, advertising, insurance, auditors,
entertainment, decorators, tax matters. Housekeeping - Maids, linen department,
upholstery department, repair department, seamstresses. Controller - report
clerks, check auditor, checker, cashier. Woman's Department - hair dresser,
shopping guides, chaperons. Supt. Of Service - bellboys, page boys, elevator
boys, foot men, door man, package department. Office Manager - chief clerk, room
clerks, key clerk, mail clerks, information clerks. Chef - kitchens, cooks,
pantry men, baker, sandwich men, fountain men, waitresses. Steward - pantries,
store room, creamery employees restaurant, dish washers
Chief Accountant - house
treasurer, banking department, paymaster, cashier, book keeper, credit
department, billing audit department, auditors, statistical department,
stationer, store clerks, receiving department, timekeeper. Chief Engineer -
repair plant, electric plant, refrigeration, vacuum cleaning, printing, fire
prevention, machine shop, carpenters, plumbers, painters, paperhangers, lock
smith. Others - House physician, stenographer, drugstore, florist, tailor,
valet, chiropodist, manicure, barbers, Turkish bath, ticket agency. Foreign
Department - chambermaids, cleaners, window washers, elevator starters and
operators, doormen, bell boys, pages, porters, parcel room employees, convention
& entertainment Department, social secretary, lost and found, about the City
bureau. Supervising dietitian, chef, steward, cooks, pot washers, kitchen,
banquet, bakery, pastry, ice cream, pantry, bus boys, reservation clerk, tea
manager and service, head waiter, Buffet girl, coffee dispenser, wine butler,
captains, order clerks, room service, ware washing and cleaning, Icemen,
Yardmen, runners, sanitary superintendent & cleaners, Cigarette girl, dry
cleaners, beverage bottling.
"Hotel Service Manuals",
Vol. III W.I. Hamilton, Harper & Brothers N.Y.
"Standard Practice of
Manuals for Hotel Operation", Ralph Hitz, Harper & Bros.
Must be a set standard and
proper supervision to see that standard complied. Inspections - food, employees,
rooms. Reason for returned & void dishes. Preparation & appearance - too greasy,
too salty, too sweet, sour, too hard, too soft, too strong, too weak, overdone,
underdone, burnt, stale, foreign substance in dish.
Quality - Tough, too
fatty, too ripe, not ripe enough, not fresh. Service - cold, not cold, service
slow.
Miscellaneous - couldn't
wait, changed mind, error in checking. Get suggestions from public as well as
staff. (Morrison's franked post card). Conferences - try to have employees talk
of it as "our" business not "his" business. Have morning report or diary for
food service dept. Fire protection & other dangers. Personnel Relations: Learn
worker's viewpoint before decisions. Consult and appeal to co-helpers. Prevent
rather than cure injustices. Sincerity
Employment
1. Methods of analyzing,
classifying and grading positions.
2. Methods of selecting
employees for entrance, special training, and promotion in org.
3. Handling transfers,
demotion, lay-offs, discharges, resignations, and retirement
Pay
4. Establishing pay
schedules, financial incentives, pay adjustments.
5. Overtime, vacations,
leaves of absence, time off for jury duty, military service, weddings, funerals,
etc.
Training
6. development of executive
and supervisory
7. training and education of
all employees.
Physical Security
8. protecting health and &
safety of employees
Economic Security
9. Risks of unemployment,
disability, old age and death.
10. stabilizing employment
Consideration of Grievances
11. Handling of grievances
Group relations
12. methods of cooperating
by occupational groups or through their chosen representatives.
13. educating employees in
personnel policies and methods, and in fundamental principles of economics and
government
Public Relations
keeping in touch with
labor legislation, law administration, court decisions, health dept. employment
agencies, schools and colleges, civic agencies, business, trade and professional
associations. Informing public
concerning employee relations.
Group insurance, credit
union, employee purchasing plans, hospital care, legal service, hobbies, sports,
entertainment. Technical library, suggestion contest, Employee Handbooks.
Training - Everyman should be training for the job above, and teaching those
below to take his place.
Medical exam for new
employees. Attract new customers - Center of business & social gatherings,
outstanding food, catering and entertainment. Get satisfied customers.
Advertising - Hotels are limited to gross sales so their adv. Must be also.
Analyze what is being offered for sale, to determine just what to tell people.
Do not make questionable claims. Not only must the statements be plausible and
reasonable but they must also avoid the controversial. Selling What? -
Transient, Residential, Restaurant, Entertainment, Convention. Selling Who? -
Income groups, men, women, business, pleasure, local, tourist, national,
foreign.
Where Selling? - Local,
own metropolitan area, other metropolitan areas. Selling How? - Prestige appeal,
rate appeal, building appeal, equipment appeal, service appeal, entertainment
appeal. Conventions - International Association of Convention Bureaus. Building
Equipment - Storerooms for furniture on every floor. Employees locker rooms
large enough to handle peak employment days. Fire Protection.
Safety - avoid sharp, blind
corners in service passageways, low ceilings, suspended piping, uneven floors,
half steps, narrow openings, [have] non-slip floors treads, hand rails, slip
proof tubs, razor blade chute, outlets in bathrooms for electric razor, insulate
radiator controls.
Water distribution -
select piping which will stand up best under the type of water used. Ventilation
- special provisions for equipment in kitchen, laundry. Air conditioning, vacuum
cleaning. Insurance - Fire Co. insurance agreement requires insured to carry a
specified percent of the value (usually 80%). Include in the value the cost of
permanent fixture, boarders, machinery, etc. Contents - everything except the
guests property and foodstuffs. Foodstuff & perishables - blanket coverage
monthly adjustments according to season. Use-and-occupancy (business
interruption) Improvements & additions. Leasehold Insurance - Water damage Ins.
Should also carry a "legal liability" endorsement to cover guests property.
Sprinkler leakage Ins.,
Plate glass Ins., burglary, robbery, boiler, engine breakage, electrical
machinery, check forgery. Fidelity Bond - blanket, position, or personal. Auto
Ins., flood, tornado, Fine arts Ins., Floater, workman's compensation Ins.,
Public liability, Owner's Landlords' and Tenant's Liability Ins., Elevator
liability Ins., personal insurance, Contingent liability Insurance, Executive
Ins., Group life insurance, accident & health, pension, personal hazards.
"Hotel Management", Lucius
Boomer, 1938, Harpers, N.Y.
Recipes - Soups - add
tablespoon of Marsala or other white wine, red current jelly, egg beaten in cup
of milk. Serve with grated parmesan, buffed rice crisped in the oven or fried
cucumber cubes.
Fish - cook in crumbs and
cheese, lemon or anchovy sauce, poached in white wine or broth & serve with
shrimp, mixed gherkins, chipped olives, minced onion. ZAMBAGOLINE - Serve 8, 6
eggs, 2 glasses Marsala Madeira or sweet wine, nine ounces sugar & one lemon.
Put the yokes, sugar, lemon juice and wine into a thick sauce pan. Whip the
whites and then the rest. Thicken over slow heat, beating all the while. It must
not boil, when very thick turn into warm glasses and serve or if for summer beat
until cool.
HOR-D'OEVERS - Anchovy paste
on clod egg slices, tomato slices with chopped gherkins and onion, by mayonnaise
and add a little extra cream. Sauces - Savory butter - work with a spoon, season
with pepper, and work in parsley chopped as fine as may be or anchovy paste, 4
sieved capers, shopped shrimps, pounded roes with half teaspoon of vinegar to 2
ounces of butter or chopped watercress and gherkin. Whit sauce - melt two ounces
butter over gentle heat, work in ounce of flour, cook extremely slowly for 5
minutes, add pint of milk and water, spoon of salt. Continue to stir and beat as
it cooks. When creamy (about 5 min.) remove, add egg yoke (must not boil) lemon
juice, chopped capers, white wine and tarragon, nutmeg and onion, mustard &
lemon juice, mussels, mushrooms, tomato puree, grated parmesan, mixed herbs and
Chablis, pickles and chopped nuts. Lemon, wine, vinegar, pickles, or tomato must
be added when sauce has cooked. Omelet's - secret is to withdraw white of one
egg for every six. Mix in minced ham, potatoes, pimentos, mushrooms, asparagus
tips, fruit or jam. Have lavender scent for sheets.
Uneconomic prices, faults in sales policy, Sales Mgr. - Salesman is not a clerical worker (avoid having to make exhaustive reports). To keep office up to date on location send in post cards with today, tomorrow, and the next day on each one. Report on non-effective calls (study your failures). Russel Austin's magazine and "Wearever" aluminum selling experiences. "Madam, I'm conducting a survey on the more permanent families in your neighborhood. Have you been here more than 3 months? You have, fine, then you are entitled to this dictionary FREE. (When she reaches for the book you get inside and begin the story). When it was raining he wore slip on galoshes and thus did not soil the living room. Those were good days as the lady generally wasn't to rushed as she didn't plan on going anywhere.
Extent of Advertising - Employment of persuasion
– it’s object is to get action, but first you must have created a desire.
“The Psychology of
Persuasion” by William MacPherson (Methuen & Co. Ltd.) - Sympathy and sincerity
must not be underestimated in using persuasion. Stress benefits and advantages
to the owner. First prospect must express or imply a desire to possess, either
vocally or by other actions with his eyes. Use the prospects implied decision as
a lever. “You will find our monthly inspection a very valuable feature of our
after sales service and then if the prospect agrees [with] you; “Then you have
decided to install one of our machines, Thank you, Sir, I will see it is
delivered this week and your staff instructed in its use.” Diverting the turn
down – Take firm hold of the conversation and say something striking and
interesting about your goods in such a way as to compel attention. “Really, Mr.
___ I’m not a bit…” “Before you say you’re not interested, Sir, will you just
allow me to make this one point…?” To divert a turndown in the early stages of
the interview take out you watch, open it, and lay it before the prospect asking
for just two more minutes of his time. Use this time to arouse his interest and
unobserved replace the watch and continue your talk. Interruptions – when only a
brief diversion it is best to repeat without being obvious – the last three or
four selling points. If interruption is of some length; best to make verbal
adjustments but cover all the points again. The Shock Tactics Plan – Regain the
prospects attention by making some unexpected and surprising statement, but it
is necessary that it be relevant. Sales obstacles – Contentious Predecessor the
obstacle is the prejudice in the prospects mind against the previous man. Tact
and patience is the solution. Ingratiate yourself with those who are still your
customers. Convince them you are out to serve them much more conscientiously,
that you are to leave nothing within reason undone to improve matters in every
way possible. With the lost customers perseverance is a necessity. “I know
perfectly well, sir, that the things you have in mind were not faults in my firm
but – I am sorry to have to say it – in my predecessor Mr. ___ was a man at the
end of his career. I am a the beginning of mine. It was largely a matter of
indifference to Mr. ___ in his last year or two whether he did well or not. It
is very different with me. I’ve got to make good with my firm or make room for
someone else. Doesn’t it stand to reason that I am going to exert myself to the
utmost from now on to see that you have not the slightest reason for complaint”.
Rebuffs are natural but you have to keep smiling. When there is prejudice
against the firm. Appeal to the customers sense of fair play. Point out that
mistakes do sometimes happen, that the man responsible is no longer with the
firm, the firm has been sufficiently punished by the loss of the business in the
interim, and that the principle sufferer now is he, the new salesman who is
perfectly innocent. Tactfully say you are being penalized for the fault of
another, that the failure to re open the account is a serious matter to him, and
so on. Recent grievance – Get help from sales mgr. in making an adjustment, show
what you can do to prevent the smallest chance of the customers being
disappointed. Don’t cut your standard price, instead make some sort of special
offer. Goods already ordered: point out chances of non or partial delivery.
Higher prices: Sell goods plus service. In wholesale work stress that you are
merchandising goods to the final customer, thus reducing the time the article is
in stock. Factors in price: Reputation – easier to sell a reputable brand.
Untruthful buyer – Know
your facts. Typical sales interview – Exchange of courtesies, salesman’s
opening, interest aroused, interest developed, opening of canvass proper,
demonstration, (production of specialty, explanation of principle features,
operation by salesman, and then the prospect or his nominee), discussion of
price, disposal of objections, concentration on decision, employment of
persuasion, decision expressed or implied, order form signed, disposal of
details, exchange of courtesies, departure. Standardize what you have to say but
not how you say it. Inspire confidence by – sincerity in voice and bearing,
capitalize on name & prestige of your firm, your obvious knowledge of goods, use
the information gained by your investigation. Practice & rehearse your
demonstration. Have deliberate & well-timed pauses for effect. Work out the
logical & effective way of arranging the parts. When interrupted on a matter not
yet covered. Avoid changing your order, instead let the answers come later when
you ordinarily place it. Display of Samples: is the same as demonstration. In
selling intangibles this stage of the interview has the strongest selling points
specifically applied to the prospects circumstances. The demonstration should be
prepared and then the rest of the interview is built around it. The sample
should be clean and fresh, should be in excellent working order. The salesman
should be an expert in his explanation. Whet curiosity by explaining principle
features and outstanding advantages before production of the sample. Have the
prospect take the part. Study and practice every portion so as to be free of
fumbling and thus create a favorable impression. Keep the prospect in the
picture, “You will know, sir” “You will agree, sir” “In your case, sir, I should
value your opinion on this point, sir. I need hardly tell you, sir”. Give him a
chance to talk; you can learn a lot by listening. There is a best time to
mention the price. Regard objections as inevitable. Knowledge of your goods will
enable you to dispose of objections as to suitability, quality, or price.
Knowledge of your competitors products – you in comparisons knowledge of the
prospect you have secured by investigation should help you overcome objections
of all kinds. Getting the order signed: Break it gently, but unmistakably. Use
some suggestive phrases – “You have merely to say the word. Just say we can
deliver on the understanding that the decision rests with you, sir, whether you
are first in the field. Just a few lines dictated to your secretary, sir, and we
will..” I know that this is a matter, sir, you can decide here and now. I know
you can order now if you wish. This is a matter, sir, with which you are
competent to deal. “In these matters, I know, sir, that you have absolute
discretion. Sometimes buyers sign orders just to show the salesman they have the
power and authority to do so.
Delivery – fast, slow, firm, incisive. Demeanor of prospect toward yourself and
others. Silent Buyer – use his silence to mean consent “I take it , sir, seeing
that you have not raised a single objection, that the advantages of the ____ are
obvious to you, and that you will want to order” or “Am I wrong in assuming that
to be true in you case, sir?” Silence may mean a slow thinker. For him you
should proceed easily, hammer each point well, and repeat yourself judiciously.
With “Clam Prospect” sometimes is necessary to annoy or anger them in order to
break down his reserve. Talkative – keep him on the subject. Argumentative –
stick to facts and prove each one. Be patient and restrained. Disbelieving –
plenty of proof. Indecisive Buyer – render every assistance in the weighing-up
process which must be gone through very thoroughly before this type will buy.
Tactfully insist the matter can be disposed of here and now, saving buyer’s time
on another occasion. Flattery, cajolery, well timed display of firmness, a
special inducement all help. Delay is dangerous. Ill-mannered – turn your other
cheek. Guileful – who flatters but does not buy. Find out his real reason for
not buying. Pompous Buyer – ask his advice, defer to his opinion, treat him as a
authority. Use some subtle flattery. Price Cutting Buyer – take an early and
firm stand. Suspicious buyer – refer him to your guarantee, warranties, put your
statement in writing. Favored Treatment Buyer – “he asks for sole selling rights
in a territory you counter by asking him to sign an agreement for a large number
of units as a minimum. He will refuse, so you then point out the unfairness of a
one sided agreement. The Experienced Buyer – Let him see that you are out to do
your very best for him and not for yourself. This is a chance to secure a very
staunch business friend.
Make friends of everyone – cultivate subordinates. Novel business cards. If the
secretary won’t admit you come some hour when she isn’t on duty. Find out what
your prospect is interested in and ask questions on this subject. Send an
advance letter that you are calling. Stress the value other previous customers
have received from your product. Do your own demonstrating. Don’t be easily put
off. Utilize all free time. Glean more information while you wait. Good
impression made up of well-groomed appearance, dignified bearing, alert,
pleasant continuance, at ease but mindful of the niceties of etiquette. Avoid
giving the prospect a chance to rebuff you. (Asking how business is and getting
the usual “poor” answer or extending your hand to someone who dislikes shaking
hands) Before committing yourself upon entering the room give it a quick survey
to chosen the best position for the interview. Be an optimist if it is at all
possible. Try to be cordially dignified. Don’t spread yourself about, ask
permission before moving things, before smoking, before arranging your layout.
Over-eagerness is a common fault among young salesmen. For your opening remarks
use something in common with you and the prospect. Always have the plan in view
& are seeking to control the interview. You must get the prospect interested
before any selling can be done. Be deeply familiar with early history of your
product or business. Be keenly enthusiastic to the point that you make a
prospect feel he is missing something by not falling in with your suggestions.
Suit yourself to the buyer’s mood. Judging the type of prospect tells you how to
win him. Phlegmatic, solid type; the vital or energetic; the mental or dreamer.
Study facial expressions, physique tells something as do hands and the way they
are used. Bodily poise and walk, the speech (voice – refined, coarse, accented,
vocabulary, reserved or expressive
In addition to knowing
your goods you must know your customers. Sales dept. investigates credit
standings. But salesman is concerned with the more personal, intimate
information of the prospect. Sometimes you even have to play the detective.
FUNDAMENTAL – The sale takes place in the mind of the customer. Anticipate the
customer’s objection and beat him to the answer. Put each advantage on separate
card and arrange these by groups so as to appeal to specific customers
viewpoints. Memorize group key words and have your talk basically planned. Get
beyond the actual subject of the sale on to the ultimate benefit to the
purchaser. Appeal to pride, pleasure and profits. Use a dual appeal – captivate
both the heart and head. Self preservation, self gratification, fear, mating
instinct, love of offspring, combativeness. Getting the Interview: Help from
home office (trade journal Adv.- consumer Adv. – direct mail), seek an opportune
time, secure letters of introduction, something brief, friendly – notes from one
prospect to another, cold turkey – try to sense the prospects feelings and
modify your attack accordingly.
Closing the interview -
Have as simple an order form as possible. Don't produce the form with a
flourish. Avoid appearing precipitate. He may think you are attempting to
stampede and balk instead. Already have the form prepared when you ask him to
"write his name here". Combat any thought of regret of purchase by using
positive phrases, "You will find the machine all I have claimed it to be, and
more", or "In a month's time, or less, you will be wondering however you managed
to get along without this". Then a quick curtain. When you have not sold - Try
to get the definite appointment later on. Leave printed material. Decide if
there are insurmountable obstacles, if so forget the prospect completely. After
the interview record salient information for the next call. "I'm sorry I can't
book an order. But I don't expect to make a sale every call… By the way, did you
decide to send your boy to the county school, Mr. Dash?" You can get him talking
and thus keep the door open. Analyzing lost or deferred sales. Discover why the
sale was lost and avoid such occurrence where possible. Ignorance of goods,
failure to investigate prospect, lack of self confidence, lack of knowledge of
competitors activities. (tactfully draw this knowledge from friendly buyers and
from all available sources). Mishandling price, lost temper, tactlessness (never
tell a person he is hopelessly old-fashioned), unconvincing demonstration,
verbosity, lack of strategy (adding machine salesman came early after many
refusals for a demonstration and left the machine when no one was about.
Returned a week later and the machine was in use) failure to prepare a complete
canvass, faulty self expression, failure to get prospect's viewpoint (not enough
to convince him that your proposition is a good one, but that it is the best
possible thing for him). Misstatement, unsuitability of goods,
The appearance – public
is attracted more by worthy goals than cheap goods. The range – wideness of
range is a value to stress when justifying a slightly higher price. Speed up
delivery and certainty. Offer goods to retailer on a sale or return basis to
begin with until it is demonstrated that a slightly higher price offers no
obstacles to sales. Attitude towards competitors: Do not directly knock your
competitors, know all that you can about them but do not advertise them by name
or brand in talks. Agree their goods are all right; but yours are better.
Compare indirectly don’t mention names but say your machine is only one on the
market which is guaranteed for 7 years. With travelers it is sometimes a good
idea to have a clause in the agreement prohibiting immediate transfer to a rival
house for a prescribed period. Don’t disparage your predecessor. “I absolutely
agree that Mr. Blank looked after our interests very well but do you have any
reason to suppose I will represent your interests less well? I may even watch
them more closely. I am going to try to do so. Mr. Blank was too good a salesman
to rest on his oars, but he had his reputation made and his connection
established. I am making mine and as hard as Mr. Blank worked, I am going to
work harder. As much as he did for you, I am out to do more. I know I am up
against a stiff proposition, but I don’t mind, because I know I am going to get
a straight deal from men like yourself. Mr. Dicks “____” Can’t get along with
your firm is easy to deal with as it is a straight forward admission that your
ways or methods are unpopular. “Who are you anyway”, is often met by new firm.
Press the advantage of starting with the newest ideas and most up-to-date plan
of production, plant, etc., not handicapped by a legacy of old fashioned ideas
or tied to out of date premises. A new firm can not rest on its oars, and does
not have to rely on the fact of its having been in existence for a hundred
years to establish good relationships. No Demand - "How can you know when you
have not troubled to offer the line?" Handling Price - don't make a fetish of
price, keep your mind off it and on quality, on the advantages of your goods, on
the amenities they afford, on their behavior in use, on what the ultimate
consumer gets for his money rather than the precise sum he has to pay. Never
agree with the prospect that the price asked is a "lot of money". Don't let the
price ticket get so close to your eyes that it shuts out everything else. Don't
let the prospect brood over the price. Cultivate the state of mind that price is
relatively unimportant. Employ more or less subtle flattery, when dealing with
consumer direct. Talk quality, worth, and value. Wait to be asked the price and
even then don't give it until enough has been said of value to establish an
appreciation and desire to possess. The way to state price is to give a pithy
reason along with the cost, "We give a written guarantee to maintain the model
in perfect running order for seven years and the price inclusive of everything
is sixteen guineas." Objections to price are nearly always inevitable and you
must know the reason for your price. You should try to learn the reason for the
objection., either the buyer doesn't think the goods are worth it or the may be
too dear for the class of trade, or it may be an insincere objection to make you
cut your price. Us Mr. Jorkins "I'll give you a
good order here and now if you will knock 10 percent off your prices" "For
myself, sir, I should be most happy to book your order on those conditions, but
I am perfectly certain that Mr. Jorkins, my sales manager would never agree. It
is useless to put it forward." Price alone means nothing. Uniqueness - "I could
make it in my own shops for half that "without admitting that you could, sir,
you must not. We hold world patents on this machine. "Spread-over cost", Cost
per day or week instead of the whole lump sum. Also unit cost "for less than
thirty cents you can keep in monthly touch with a prospective customer for a
year. Think of it in that way sir. Thirty cents per head for the year. Nominal
and effective cost "Per booklet". Will cost you 12 cents a copy, the other ten.
On a 10,000 run the difference amounts to an appreciable sum. But you may have to send ten of their copies to get one order.
In other words the tenth copy has an effective cost of a dollar. Now if our
booklet can get you one sale in six, and I think it will do much better - it
will have an effective cost of 72 cents. A saving of more than a quarter per
order and you will get more orders. But you must prove yours will do the job by
showing clients letters, copies of booklets regularly printed and such
tangibles. After sales service may be a justification for high price. "Spending
to save"
Continue Journal: 1943 - 1944 - 1945 - Poems & Songs - Books Read