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by Georse N. Kohn, Marketins coxu^:::::,,r" N. Kahn

Use Your Allies

Your allies are advertising and promotion. The salesman who does not let these aids work for him is passing up an enor' mous opportunitY.

Your firm spends thousandsperhaps millionsto promote and advertise its products. You don't have to lay out a dime to reap the benefits.

A salesman who fails to take advantage of these two assistants is like the halfback who ignores his interference or the field commander who refuses artillery support.

You and the advertising and promotion departments are a team, The sooner you realize this, the more productive you will be.

Be Aware

Since your outfit advertises to help you sell. vou should be aware of this effort. You must know not only the type and range of the advertising, but you should also understand its objective. This will enable you to coordinate the advertising with your work in the field.

Many salesmen are given this knowledge by- their management but fail to do anything with it. They act as if their organization was trying to compete with them rather than make their job easier. A firm may spend thousands of dollars in a national advertising campaign only to have it fizzle out because of the indifierence of its sales people.

How tragic. A full-page ad. in Lile or in any national medium can be a tremendous factor in increasing sales. Studies have shown that such an ad can lift sales 25 percent. But this takes some help from you.

Make the advertising program work for you. Properly used, it will lend weight to your argument. Prestige is an important factor in selline. The buver will be impressed if you "pull out an advertisement and hand it to him. Let him know that your firm is backing your line with a $100,000 advertising campaign.

nEPTNTS FOR SALESMEN thk is a condcnsed verdon. Each lesson is availablc itr an expalded form, in a +pasc brochurc, siza Sltxll, printed in 2 colors on whitc dossy paper and is 3-hole punched to fit any standatd 3ilor binder. Each sublect in tiis exparded version is fitlly lld completely developed in comprehensivc detail and includcs a self+xamhation quiz for Salesmen. Prices are aa

The Presold Buyer

The buyer who has seen your company's advertising will usually put up less resistance than one who has not. He is presold on your product and only needs a slight nudge to sign an order. This rneans that your close should come more quickly, thus giving you more time for the next prospect.

An alert salesman will make sure the prospect has read the ad before he calls. This can be arranged easily by sending the buyer a note telling him to watch {or the advertisement. Some firms will do tllis for you, but it requires little effort on your part and the net result can be highly gratifying.

Telling The Buyer

Your company's advertising and pro' motion also help your customer sell goods. He may not realize this, however, unless you tell him about it.

If, for example, you have a new pointof-sale aid for him. make sure he understands how he can get the maximum value {rom it.

Or you might explain to him that he will get a lot of mileage out of a Business Week ad he displays in his establishment.

Be sure that the customer knows all about your advertising-where and when. If it's a television program, tell him when to catch it. If your display ad is running in six national magazines, inform him of the dates and even the page numbers.

Sales Promotion Personnel

Most salesmen rarely follow up their first meeting with the company's sales promotion people. This encounter usually takes place during sales training when the promotion men introduce salesmen to the firm's advertising policies and programs, explain the role of promotion and advertising and in' struct them how to sell the programs to wholesalers and dealers. This orientation serves a noble purpose but the salesman should not let it so at that.

touch with your pro{notion department. Drop in on them from time to time and see what's cooking. They can give you tips and hints that will increase sales and foster better customer relationshiPs.

Know The Media

The salesman should become familiar with the media. Know their potential and what they can deliver. Such knowledge will help you to better understand your co_m' pany's advertising programs and will also enhance your value to the buyer. At the same tirne, a study of the media will in' form you of what your competitors are saying.

Source material for such a study is close at hand. Read newspapers and magazines; study television commercials.

Take a look at the trade magazines for the media: Editor & Publisher, Sponsor, Printer's Ink,, Aduertising Age, Sales Man" agement and, Inilustrinl Marketing, to name a few.

A book or two on advertising should be included in your homework.

'oAm I supposed to be an advertising expert, too?" you might ask.

The answer is yes. The more fields in which you can become an expert, the better salesman and higher earner you will be' come,

Are you making advertising and sales promotion work for you? Here's a little quiz to help you find out. If you can answer "yes" to nine of the following questions you're in good shaPe:

(l) Do you understand the difference between ' ' advertising and promotion? Yes fl No fl

(2) Do you know the advertising policies and -plans of your firm? Yes tr No fl

(3) Do you know their objective? Yes fl No n

(4) Are you aware of your firm's current advertisin{? Yes n No f]

(5) Do you know firm? the various media used bY Your

(6) Do you know your promotion?

YesD Non company's current sales Yes fl No n

(7) Do vou make the buver aware of how advertising ind promotion can help him? Yes D No fl

(8) Do you make him aware of your company's current advertising? Yes E No D

(9) Are you acquainted with the sales promotion oersonnel in'your firm? Yes ! t{o !

(10) Do you carry tearsheets of the ads to show custbmers? Yes E t{o tr

(11) Are you fairly familiar with the different media? Yes ! No fl

(12) Do you apply your knowledge of promotion to the customer's oroblems? Yes n No !

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2?. Room At Tlc ToP- Down

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Honolulu Hoo-Hoo Membership Up

Honolulu Hoo-Hoo Club I42 inr:reased its mernbership 50/o by initiating 23 kittens. Hoo-Hoo vp. Larry Owens lras the visiting officer. Another honored guest was Robert Reid from Fresno, Calif., who participated in the concatenation as the junior Hoo-Hoo.

One of the best attended meetings, it was the second meeting of the club's new year. Two projects were discussed: helping a Boy Scout troop complete their meeting facilities, and building a piece of playground equipment for a local pre-school.

New kittens come from many parts of the local wood industry and will give the club a better membership basis. Additional members came from supply house, transportation companies, and individually owned firms. New members and reinstatements are: John Grinnon, Kenneth M. Ives, William Kerbox, Donald Lindo, Miles Richardson, John Sweet, Earl Frandsen, Robert Clark, Ivan Matsumoto, Thomas Yano, Kenneth Kaneshiro, Robert Koide, Donald McPeake, Michael Yoshida, Jerry Gustafson, Alberto Batis, Earl Kitagawa, Robert Smith, Robert Heberle, Ronald Toyama, Gary Kamakura, Tom Tagawa and Roger Skolman.

The new officers for the club are: Darrel D. Nicholas, pres.; John K. Whitmarsh, v.p.; Ross E. Haffner, sec.-treas. The vicegerent snark is Clint Halsted and State deputy snark, William A. Striker.

Board of directors are: Dave Rinell, Danny Uekawa; Wayne Meredith, Tad Ogi, George Hiraoka, William Striker, Darrel D. Nicholas, John K. Whitmarsh, Ross E. Hafiner.

Col-Pqcific Nomes Turner

Lar.r,rence Turner, gen. mgr. of Cal-Pacific Nlfg. Co., has been elected president at a rc,cent board of directors meeting.

Fa1 Madison and J. E. Pickett, former officers, have retired after many years in the industry in the Arcata, Calif., area.

Boise Coscqde Trims Output

Production at two Boise Cascade Corp. plywood and lumber plants has been cut back. Reducing output at a sawmill complex in La Grand, Ore., and a plywood plant at Elgin, Ore., the company blamed, "the extremely depressed housing market and severe winter weather conditions across much of the country."

Rumors that some plants have been closed down completely were denied. The two plants are reducing their work turns and going to a four day week. Boise Cascade plans to keep the mills open ooalthough we may have to cut back a day or run at tl"I:. * do it," said a company spokes-

Modoc Moy C'o to Bohemio

Bohemia Lumber Co. is negotiating to acquire Modoc Lumber Co. The purchase would be substantially a cash acquisition, amount not disclosed.

Modoc is a lumber manufacturer, prin' cipally pine, with plants at Klamath Falls and Bly, Ore. Modoc sales are about ft of the total Bohemia sales, which totalled about $17 million in the fiscal six months ended Oct. 31.

Pending completion of negotiations with Modoc, plans for a previously an' nounced registered secondary offering of Bohemia stock have been terminated.