Show I 1 RUTH about AU R I 1 GING A by CHARLES B ROTH HIGH PRESSURE salesmanship A SALESMAN 10 years year ago un A ft scrupulous but successful shil aine come in to see me today with ills his troubles lie he no longer makes salts sales I 1 asked him what he thought was Pie he matter just it said ho he 1 I dont know I 1 give em the works but they dont buy this man is a salesman of the old schoola worshipper wor shipper at the ebrine cl cf high pressure salesmanship ills methods no long er make sales ile he thinks hes losing lits trip grip that la Is not the trouble the truth Is that high pressure is out Is ic dead Is obsolete Is without power to 0 make sales in these liese days of greater adu charles roth both cation people changed but th thy they ey have become better educated in me higher education of taking care of themselves and their money th the e process which brought about th this s education is newspaper advertising it used to be possible for or a gub talker to take almost anything out to sell no matter how warth worthless less or ider inferior lor and by sheer high presa sure selling to clean up but not novi now iven the lowliest buyer knows that certain claims are untrue ard and that tha tIthe the price asked for certain items Is excessive these things he knows because advertising his refuge against false claims told him so the average customer today is much better informed than even professional buyers were 20 years yea ago the housewife knows which foods contain vitamins which contain vegetable oll oils q which contain expensive ingredients and tile the like she knows the effect of this or that prod she is never therefore at the mercy of the high pressure artist who seeks to rob her by giving her less than other othera and charging her more for it advertising in the newspapers which sho she consults regularly has hai built into her life an expert knowledge of values and prices and quail ties these make her an extra extraordinarily orill well informed person he who would sell the average customer must come with good value a fair price and high quality otherwise he gewont wont got get even a hearing because we have something now with which to compare unknown or new goods and we are quick to reject those that do not measure up much more than a selling aid for business is advertising it is an educational system which is making americans the best educated buyers lif la the world it is an economic system which is giving americans more for their money every day 0 charles B D roth |