b'(Continued fromprevious page) Getting Sales by . (2) exhibiting at shows AcontractorfromPhoenix,Arizonatellsusthat80%ofhissales arefromleadsobtainedthroughexhibitsat varioustrade shows suchas home shows,gardenshows,consumer shows,etc.,any showwhere they can fit inadisplay.Asadirect resultofthisactivity,thecontractor does work forcorporations,libraries, homes,schoolsandothersthroughoutthestate. Inaddition,theyhaveacrewof salesmencanvassingthestreets aroundthecurrentjobsitelooking forhomesandbuildingswithroofs thatneedrepairaswellasother work such assidings,etc.,inan attempttosellapackagejob.The prospectivecustomeristhenphoned orwrittenforanappointment. GettingSalesby. (3)mailingtestimoniallettersW.F.Rosenow,inhis article,recommendedconsiderationof thecustomers budget, ratherthan Another contractor who specializesinsistenceonacompletereroofing;ob.ApparentlythisisalsothepolicyofIndustrialFirst, inacombinationofroofingandInc.,Cleveland.Intheabovephotographtheirworkmenapplyamaintenancecoatingonthe mansardsectionsof the ClevelandCityHallroof.Inspectionof the old roofrevealed thatthe homeremodelingdoesavolumeofcopper, while structurally sound, was pitted withscores of pinholes induced duringmore thano $150,000to$200,000per yearwithhalf-centuryofatmosphericexposure.Rotherthanreplaceiiwithnewmetal,whichwould asimpletestimonialtechniqueinhisrequire extensiveforming, the contractors applied Koppers asphalt emulsionand oheavy asphaltselling.coatedglossmesh,toppedwithonacryliclo/ex-basedcooling.Aresaturantwithabaseof coaltarroofingpitch,blendedwithnon-volatilepenetratingoilsandasbestosfibers,was Over85of his work is residential,usedontheflatareaofthemainrooftorestoretheagehardenedroofingpitch,andto % sowheneverhemovesintoanewprovideonadhesiveforocoveringof grovel.OnthebalconyroofareasoI-inchfiberglos neighborhood to work,he hashis lo insulationboardwastoppedbyofour-plytorandfeltassembly,andcoveredwithgrovel. callettership"autotype"personalizednames and addresses of those eligible.GettingSalesby. formletterstoadozenorsoneigh Cost of the entire promotion was $1,- (5)stressingcredit bors surrounding bis current job. Each ,andbe200.It has been saidthat the only realettercostshimabout65 is convinced that these letters produceAtotal of 27orders ranging fromsonthatagreatnumberofpeople themajorportionofbisnewbusi alowof$500toS3,200werecon do not own an elephant isthatthey ness.tracted.Thewinner\'sjobamountedhave never been offeredanelephant Whenthejobiscompleted,eachto $2,150, whichmeant that the win for a dollar down and a dollar a week. oftheseneighborsgetsasecondner paid $650 to completethe instal America operates on credit, but the mailing,notifyingthemthathehaslation.averagecontractorisnotinaposicompleted the work, and includes cop All eligible families received an en tiontocarryalot of open accounts iesoflettersfromsatisfiedcustom graved invitationtoattendthedraw on his books.He should however, ofers.ing.Prospectswhohadexpressedferthisservice,workingthrougha skepticismwhentoldaboutthepro localbank.The customer fillsout an GettingSalesby.motion weretelephoned by the sales applicationforaloan,andthecon( 4)running a contestmanandinvitedtoattend the draw tractorrefersthecredittransaction Acontractor inBinghamton,Newing.A local person, prominent in thetothebankwhochecksthecredit York offeredaprizeof either (a)aarea was askedtodraw the name ofdata, and if the loan is approved, you freeroofingjob,OR(b)afreesid thewinner.Localpressandradiodo the work contracted, and the bank ing job,withatopvalueof $1,500.personnel were alsoinvited to attend.pays you,with yourcustomer repayThis wasnot agive-away directed toRefreshmentswereserved.ingthebank. thegeneralpublic,but ratherit wasThiseffortresultedinanumberManyprospectivecustomershesiofferedtoacustomer signing acon ofpersonalizedstoriesonboththetatetoapproachabankthemselves, tract foreither aroofing or asidingcompany,and the winner, as wellasbut if it is done through the contracjob on their home, withinaspecifiedthemandrawingthenameofthetor, it is easier to sellthem aqualit)! limitedperiodof60days,withawinner.The huge turnout in the con job.(Don\'t forgettoadda"service drawingheldatthe endofthat pe tractors showroom exposeda numbercharge"tocompensateyouforthe riod to determine the winner.ofthemtoproductsofwhichtheyaddedtimeandworkinvolvedin processing the contract.) Heusedradioandnewspaper ad were notaware upto that time.Orvertisingtopublicizethecontest.Adersforroofing,siding,stormdoorsGettingSalesby. weekly newspaper ad carried a photo andevenaswimmingpoolinstalla (6)Sellingcostperyear graph of one of the customers eligibletion were contracted as a result, turn Manyre-roofingcustomers,especfortheprizewhiletheradiospots,ingaso-called "slow"year to averyially if they have recently experienced abouttwelvepermonth,listedtheactiveandprofitableone.(Continuedonpage17) 8SEPTEMBER,1971'