FOR quite a while now we have been listening to mighty alluring stories about the profits made possible by “foreign” business. Most of these yarns are both long and tall. Some of them are true. But there have been occasions, too, when the final figures on export business have been written in red. And these occasions run right up to the present time.
We grant that the glamor of export business is attractive, but we are much more interested in what is happening right here in our own back yard.
It occurs to us that the same amount of energy and dollars required for the cultivation of foreign business, if converted to use in more immediate and better known markets, would quite likely provide a more certain profit with a considerably greater degree of safety.
The sales manager of a nationally known organization outlined the sales policy of his company to me. As I remember it now, this is what he said:
“Continuous contact with known buyers is our first concern. Holding old customers comes next. Creating new buyers is our third consideration.”
Analyze your own selling problems in this light and estimate, if you will, how completely “advertising” fits into the picture. As far as we are concerned, our job at Surplus Record could scarcely be expressed more adequately.