Southern Yellorv PINE

Trees of UniJorfiL Cornpa,ct Texture

"Yellow Fir and Yellow Pine trees of uniform, compact texture, coupled with modern producing facilitieg and advanccd manufacturing practice, enable ug to ineure-

| -Correct Standard Sizcs dry in 2" and under all of l which ig kiln dricd and worked aftcr reaeoning-

4^

L'- vorrect Sradea-

't i8 houre dicpatch of any cizc and lcngth (to 42')

J-- ir, fi, timbeis-

4-- Cloee Grain Clearc

SANTA FE LUilEER GOilPANT

(4. J. "Grul'Rsrrctl)

Dirtributon in Celifornie and Aiizonr

CENTRAL COAL & COKE COTUPANY (Orcfo!'An.ricrl Lunbrr Coo VonolL, Oro)

Gomrel OEcl 3o. Crllf. OGco San Fnncfuco, Crtf. lar Angclcr, C,rlif. Su G|dr Bldl' tl? Prolic Elcctrlo Bldr. lf Crllforab glr..t Bnrcc L. Burlilguo, A3mt

S3guddcn Serrilcert

CENTRAL COAL & COKE CO.' Gcncrd O6ccl, Kenrer Cily' Mo

. Rcprcrcntcd In All Principd Gittcr MINERS OF COAL

(Continued from Page 12) merchandise is similarly located and displayed; there must be no deviation anywhere.

The system has been worked down to a point where the company even goes so far as to dictate what shall be hung on the walls of the office. For example, there must be only one calendar.

The branch manager's entire job is selling. He does not even have to keep books. \Mhenever he makes a charge sale he sends a charge slip to Minneapolis in his mail that night. The entire system is elaborate but he has no part in the work or grief that the system may entail.

Selling being his job, therefore, the company does its best to see that he is thoroughly acquainted with the "why" of national advertising. The idea is to inspire him with a vision of what can be accomplished in a selling way if the advertised goods are given an unhampered opportunity. To keep this vision unimpaired, the company has a traveling sales manager, A. B. May. He has a desk in a spare corner at the Minneapolis office but seldom sees it, much less opens it. He goes from store to store, devoting as much time to each -a day, a week or a month-as may be necessary to keep the selling going along at full speed. He interprets to each branch manager the national advertising policy of each line of trade-marked goods in stock, passing along the ideas he learned from the manufacturer.

In each of the company's offices there is space for the exclusive use of customers. This is arranged on a standardized plan which is the same throughout the chain.

There is a long table at which customers may sit while awaiting attention from a salesman or in doing any writing or figuring. On the table are plan books covering various styles of buildings.

On the wall of the customers' room is a huge bulletin board arranged in squares of uniform size grouped around a large sciuare in the center. The center square is taken up with a current advertising presentation of the company. In each of the smaller ones is an advertising message from a manufacturer whose goods the company carries in stock.

Under the bulletin board is a series of good-size pigeon holes. Each contains a supply of printed matter explaining some of lhe advertising items set forth on the bulletin board above.

In the assortment are booklets, circulars, folders, leaflets and other attractively printed matter setting forth the merits of the advertised goods. The company's imprint is on all. Customers are encouraged to take the printed matter away with them and this is the widespread practice.

Enclosuree Go With All Letters

Out of the same class of material is sent frequent mailihgs to the company's prospects and cqstomers. A large supply for this purpose with the imprint of the individual Store is kept at headquarters in Minneapolis. Never does a letter go out from headquarters to one of the local custdmers that does not contain an enclosure telling about, some advertised trade-marked article that the company has' in stock.

Direct mail efforts to get ndw customers are conducted at intervals. These are made up mainly of material supplied by manufacturers. The effort is not so much to sell the new prospect the establishment as a whole as it is to get him interested in some particular ilem of merchandise. When he buys this, or appears at the store to inquire about it, the selling process designed to cause him to be interested in the main stock then can begin.