XII.
[A letter from Mr. Gray of the Gray Matter Advertising Agency to Nicholas Ribstone, proprietor of the Ginger Cubes.]
My Dear Mr. Ribstone: I do not wish to seem too insistent, but I am so interested in the success of the Ginger Cubes that I feel it is my duty to inform you of the tested methods in which prosperity has been attained by other manufacturers.
I am so confident of your eventually deciding to place your advertising account in our hands that I went ahead last week and had our Laboratory of Merchandising Survey conduct a preliminary clinic in the local field. Of course, you understand that you are not obligated in any way; but I felt that this was the most useful mode of helping you to envisage your problem.
Just a word about our Merchandising Survey work, which is headed by Mr. Henry W. Geniall. Mr. Geniall is a man who knows how to talk to dealers in their own language; he is a born sales engineer. He began selling in 1892 and has never stopped; though now he sells service instead of commodities. He is the author of a book which has run through fifteen editions, including the Scandinavian, entitled "How to Meet and Dominate Your Fellow Men," an autographed copy of which I am having forwarded to you.
The principle of our Merchandising Survey is to conduct a preliminary investigation of markets, in a representative field and on the highest plane of detached observation. Our Merchandising Surveyors are not to be confused with the street men employed
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