Business Marketing Advertising

For many years a large Eastern underwear company selling a nationally advertised brand was represented in the Middle West by a woman.

She was a woman of most engaging personality with a wonderful faculty for making and holding friends. Her customers thought the world of her, and to all outward appearances she was highly successful with the line ? at any rate, the company was well satisfied with the business she turned in.

Seven months ago this woman married. Her territory was taken over by a man. The man has sold more in the last seven months than the woman sold in two years preceding ? and to the same accounts!

“I never knew a sales person,” said this salesman, “who was more highly thought of by her trade than Miss Smith. Everyone has a good word to say for her. Many of her customers regard her as their dearest friend.

“But the very fact that she was on such friendly terms with her trade is, in my opinion, the reason she was only getting a small share of the business. When a buyer told her in all sincerity that she was getting ?all? her business, Miss Smith took her at her word. Why shouldn’t she? Weren’t they the best of friends?

“I am not handicapped by knowing the buyers so well. I make it my business to sell them not only ?what is on the hook? but a good deal more besides. I find that no matter how well you know a buyer, she has to be sold just the same as you would sell a stranger.

“Of course, it is helpful to be well liked by your trade, but my experience in the last seven months has convinced me that there is such a thing as being too friendly with the people you are supposed to do business with.”