Building Your Business by Mail; A Compilation of Successful Direct Advertising Campaigns Drawn from the Experience Records of Three Hundred and Sixty-One Firms, Representing Every Line of Business

Building Your Business by Mail; A Compilation of Successful Direct Advertising Campaigns Drawn from the Experience Records of Three Hundred and Sixty-One Firms, Representing Every Line of Business

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This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1914 edition. Excerpt: ...' 'sold " on the merits of his car, and in line for a new model when issued. So severe is competition and so varied and clever the "talking points" of rival manufacturers, that something more than satisfactory service from a car is needed to hold customers' good will. One of the largest automobile concerns is notably successful in holding its users to its make of car, and in obtaining orders from the majority of them when they wish new cars. The reason for their success is that they never relax their efiorts to keep a customer convinced that theirs is the make of car best suited to his needs. With some concerns the delivery of a car to a customer is an automatic shut-off to further salesmanship. But with this ooncern. there is no let-up to their selling efforts on a customer. They keep selling him over and over again on the merits of his purchase--keep him convinced that he did the right thing when he bought the car. And in consequence, when he is ready to buy a new car, he does not have to be persuaded to buy of the same firm-----he is already convinced of the advisability of this, for the opinion he held at the time of his first purchase is still unchanged. This customer-holding salesmanship is applied through the medium of a monthly house-organ which is mailed to all users. Its pages contain interestingly-told stories of the achievements of the car in various parts of the world, testimonials from users, hints on the care of an automobile, details of scenic tours, records held by the manufacturers, news from the factory and so forth. Forthcoming models are also described, and their advantages over the cars at present in use clearly pointed out, wl1ich slowly builds up in the customer's mind a...show more

Product details

  • Paperback | 112 pages
  • 189 x 246 x 6mm | 213g
  • Rarebooksclub.com
  • United States
  • English
  • black & white illustrations
  • 1236829352
  • 9781236829351