The average dealer does what you would do. He exerts himself on

brands of his own, if at all. Not on another mans brand. The dealers

will often try to make you think otherwise. He will ask some aid or

concession on the ground of extra effort. Advertisers often give extra discounts. Or they make loading offers – perhaps one case free in ten – in the belief that loaded dealers will make extra efforts.

This may be so in rare lines, but not generally. And the efforts if

made do not usually increase the total sales. They merely swing trade from one store to another.

On most lines, making a sale without making a convert does not

count for much. Sales made by conviction – by advertising – are likely to bring permanent customers. People who buy through casual recommendations do not often stick. Next time someone else gives other advice.

Revenue which belongs to the advertiser is often given away

without adequate return. These discounts and gifts could be far better spent in securing new customers.