42 $4223.00 IX ONE YEAR 



Advertising is tlie forerunner of success. The journals have done 

 their part. They have brought inquiries to you. They have hrought 

 prospective customers to your desl?, and now it is up to you to malie 

 the sale. 



The Four Stages of Salesmanship 



There are four stages through which every customer must be 

 taken before making a sale. First, you must have his attention. 

 Second, you must create an interest in what you have to sell. Third, 

 having created an interest, you must now create a desire for the 

 article; and fourth, after creating the desire you must have a resolve 

 to buy, or, in other words, have your prospective customer ready to 

 exchange the cash for the article you want to sell. You have taken 

 him through the first stages of salesmanship by writing a conspicuous 

 and attractive advertisement, by commanding his attention; and if 

 your ad is properly written you have taken him a long ways toward 

 the second step by creating an interest. To say the least, when you 

 receive an answer to your advertisement you have a reasonable 

 assurance that he is interested. Your circular or catalog and answer 

 to his first letter will be instrumental in making the sale, provided 

 it is properly worded. It will pay you to use a nice grade of stationery 

 and a neat and attractive letterhead as well as an elaborate circular 

 or catalog, as your business will justify. 



Good Stationery and Catalog Important 



While it is important to use a good quality of paper in your 

 stationery and catalog, it is far more important to have a good grade 

 of stock and a breed that has merit — a breed that every person wants. 

 You will then have something to talk about, something that the 

 other fellow will be glad to hear about — something that the other 

 fellow wants and will be happy when he gets it. When you have 

 quality you can talk quality and your good stationery will be in 

 harmony with that quality and the high standard of your stock. 



By building your reputation on high-grade quality you will build 

 your business on a solid foundation and you will have a trade that 

 will stay with you. It will not be a difficult matter to take your 

 customers up the four steps of the ladder of salesmanship when you 

 have something to sell that is in demand. If you will bear in mind 

 the points I have mentioned you will find that you will not require 

 twenty years' experience on the road to sell chickens and hatching- 

 eggs, and sell all you can raise. 



