The letter precedes the salesman. All of the preliminary work, the introduction of the manufacturer to the retailer, is accomplished through the mail. Ordinarily, unless the salesman can conveniently and inexpensively make new towns, he is not permitted to waste time and money in visiting prospects. Until the letter establishes the dealer's confidence, the salesman avoids him. . . . What a properly balanced selling plan means to a business can be seen after study and analysis of the experience of these manufacturers. Follow-up letters can be made to eliminate much of the uncertainty involved in Plan seeking new accounts. They lessen selling expense. They are the only practicable means of getting a huge volume of small orders on which the profit is larger than the average. The trade journal is used as a coworker with the letter. This space is bought and used for a definite purpose and must fulfil that purpose. The copy is changed in every issue and is keyed by offers of booklets on some appropriate retail merchandising subject like selling plans, special feature sales, and so on. Each paper must produce inquiries to justify the investment. All of these manufacturers are radical in their attitude toward their two possible markets the large city and the small town. The cities are seemingly neglected; all their Energy and effort are concentrated on the small towns. Every town, village, and hamlet where there is one or more stores is "on the sales map." The so-called "little fellows," frequently ignored on the ground that their buying power is too small, cater to at least 40,000,000 people. Here are some statistics which have influenced these manufacturers to consider the small town as their most important market. According to the last census, there are only 2,405 Cities in the United States which have populations of 2,500 Or more. Including the other centres which have a million or more people within their borders, the total urban population is only 42,623,383. In the territory classified as rural, on the other hand, there are 49,348,883 persons. Of these 8,119,528 Live in 11,784 incorporated towns of less than 2,500 population, but the majority of the remaining 41,229,355 buy the bulk of their necessities in these smaller towns. . . ....

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