230 MANAGEMENT OF DAIRY PLANTS 



enthusiasm the salesman will fail to present a forceful selling 

 talk. 



2. He Should Stand Back of His Salesman. — The quality 

 of goods delivered should be the same as that represented by 

 the salesman and it should be uniform and remain so. The 

 practice of starting a new customer, supplying him with fancy 

 goods for a short time, and then gradually reducing the quality, 

 should be discouraged. A manager of such ideals cannot expect 

 his salesmen to continue to retain business or remain enthu- 

 siastic or to maintain loyalty and respect for his firm, all of which 

 are necessary for success. 



A creamery is at times during the winter season short of 

 butter for its regular customers. If it is marketing its butter 

 under a certain brand which has been advertised in a way to 

 lead the consumer or dealer to think that butter sold under 

 that brand is manufactured by the creamery, then it would be 

 inconsistent and unfair to the purchaser for that creamery to 

 buy butter from other factories and sell it under its own brand. 

 Such a procedure would make the purchaser feel that he had 

 not been fairly treated, and it would furthermore lower the 

 value of a trade-mark which had perhaps cost much to adver- 

 tise and establish. When such a shortage occurs it would 

 be more satisfactory if the creamery had a second established 

 brand to be used more or less during the entire season. This 

 brand of butter would be sold to merchants with the dis- 

 tinct understanding that some of it or perhaps all of it is not 

 manufactured in the home institution. By being careful about 

 the quality of such goods and by properly advertising same, 

 the merchants may be willing to sell the two brands during the 

 winter season. The disadvantages of that system will be more 

 than overcome by the consequent assurance which the pur- 

 chaser will have of the manufacturer's honesty. 



It is usually understood between the salesman and the buyer 

 what size and kind of package is to be used as well as what 

 time the shipment is to be made. Is is of greatest importance 

 that such agreements are complied with, inasmuch as dairy 

 products are perishable and must be kept under refrigera- 



