Chapter VI 



THE PRACTICE OF SALESMANSHIP 



PUBLICITY is an essential of the nursery business. 

 With some businesses it is the whole thing. But 

 the average person does not place his order for S300 

 worth of nursery stock merely as the result of reading a 

 circular. He must be sold. It is to the end of inducing 

 folks to get you to call on them that a large part of nurs- 

 ery advertising is directed. That is why advertising has 

 been discussed first. 



This plan is the usual one^ although there should be 

 no hard and fast rules on the subject. To say that no 

 prospective customer should be visited until he has first 

 been written to would be a mistake, for as a well-known 

 advertising authority has said, 'Tt discounts the value 

 of personality.'' Some individuals best express their per- 

 sonality by letter, and others in person. Some purchasers 

 won't buy a thing by letter; others won't buy from callers. 

 Don't lay down a rule. Adopt both ways if necessary or 

 v/hichever may best fit the case and opportunity. 



Just a suggestion about getting these call orders: Mail 

 a form letter (individually typed, if possible) to all the 

 new home owners that you can get record of, telling of 

 your landscape service and suggesting that you would 

 be glad to help and advise with them in "beautifying their 

 homes with plants. Make a special point of the fact that 

 you' give your advice without charge. Enclose a stamped 

 return postcard for each to fill out and sign, giving a 



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