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Show NEW GOODRICH SALESMETHODS Likening tho part which modern newspaper advertising playa In selling sell-ing to the artillery preparation tbe-foro tbe-foro a modern Infantry charge, W. O. Rutherford, general sales manager of tho Goodrich Rubber company, makes a very forceful Illustration. Ho says, In a recent Issue of Printer's Ink: "I sometimes liken tho part which advertising plays in selling to tho purposo of tho long-range artillery fire In the present war. The artillery artil-lery makes" ready the wary for and Increases tho chances or success for tho Infantry charge, which Is relied upon to actually capture the enemy's position. "Without tho artillery nnd Its curtain of fire, nn infantry charge would many times be simply n waste of llfo; so In selling goods to send an army of salesmen Into the field which has never had tho big shells and shrapnel of nn ndvertlslng enm-palgn enm-palgn launcred nt It Is a waato of time, effort nnd money. "Tho big, broad idea that every salesman must get, to qualify" as a real business builder, Is tho Idea of selling tho houso which he represents. repre-sents. "This Idea of selling tho house ha3 always seemed to mo to bo the really real-ly big side of salesmanship. One of tho most Important and at tno same tlmo difficult duties of the sales manager Is to sell this Idea to his organization. In other words, con-clnco con-clnco them that tho amount of today's to-day's sales Is not tho most important feature of their work. Tho sales organization or-ganization of any firm controls very largely tho growth and advancement of a busIno33, and these Items depend de-pend Indefinitely moro upon tho way n salo is mado than upon tho mere fact of tho salo being mado, or on Its amount. "Tho trend of modern business Is nway from narrow-minded nntngon-lsm nntngon-lsm nnd distrust nnd towards constructive con-structive effort on our own ueualf, conscious of tho fact that tho great maporlty of peoplo aro honest and based on nn Intelligent appreciation of competition, but with n Knowledge that our business depends upon how it looks to tho other fellow nnd not on the looks of our competitor's business. busi-ness. "The snlesmnnshlp that counts Is tho salesmanship that Bells tho houso ns nn Institution. "Tako for Instance tho Goodrich company, which I havo tho honor to ropresent. Do we spend a million dollars and moro each year In advertising adver-tising merely to boost tho salo of our products? Wo do not. That may be tho motive behind our efforts, but the-big the-big Idea In our advertising campaign Is to sell to tho world our name as signifying an Institution which makes nil kinds of rubber goods, besides Goodrich blnck trend tires, nnd sells them everywhere. Mii'.t Promote. "That Is tho Idea wo strlvo to ds-volop ds-volop In our salesmen's minds that they may becomo something moro than mere business gottcrs we want them to bo promoters of tho institution insti-tution they represent." |