The prospect would pick up and examine the advertising device
while the salesman was presenting ideas regarding his standard line
of goods. As a result, many of the best points of the sales talks
were unnoticed. The advertising novelty was a detriment. The sales
volume fell off while it was being distributed. The slump was traced
directly to the mistake of having the _salesmen_ pass out the
attention-compelling device _which was not related to the staples of
the house line_.
[Sidenote: The Remedy]
The distribution was made by mail thereafter, in advance of the
salesman's call. It was effective then as an introduction for the
traveler; because by the time he came to see the prospect, the novelty
of the advertising device had worn off. It was no longer an
attention-distracter.
[Sidenote: Three Ways To Compel Attention]
Remember that the attention of your prospect is always given to
_something_. If another object of attention is more compelling than
_your_ means of forcing his notice, your attempt will fail.
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