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' House-to-house sales work is done with the direct-mail assistance described. Sets are demonstrated for two or three nights if conditions are good, or if conditions are un- favorable until a good night or two is secured. Salesmen are paid a straight ten per cent, commission, then 1 money being due and payable when the contracts are accepted and cash payments turned in. Whitaker does not ask, nor does he ex- pect, or desire, his salesmen to work on "cold-turkey" calls. He paves the way for them through his direct-mail campaigns, through telephone calls, and in other ways. He keeps his name before the public in the newspapers, on billboards, and through the mails. But he properly estimates the value of the combined effect of all these forms of advertising, as sales promotion activities and not as actual selling. V'OL [t p.>«i*nl i. do* aa lU d»lr indiu WHITAKER RADIO SALES CO. MT**r, Mid »,tl U moir lh«i WHITAKER R «6i« "*"• *( 0 rl »M» ti , »• <„„. „ n, ***"" j""j». 7'*'*"'• *»i2J2j* '•'^r'^'^. 1 ':" f '''''''.^' l ""^ •/.,.•;;•;*" <». A-f ,' ^':- , . iff,: 11 . -.••• ••--^: %V Finally we come to the fourth proposition, a simple, complete cost system, and Mr. Whitaker apparently has just that. The forms used by Whitaker Radio Sales show that he breaks down both sales and expenses into various parts from which the monthly operating report is obtained. The cost of goods sold is determined by the average discount method. A complete budget is set up at the beginning of the fiscal year. Sales quotas and expense appropriations are set and divided into months. Estimates and actuals are compared monthly and cumulatively to date for revision. Of course, a finance plan is used. A carrying charge is added to the price for deferred payments. These papers are discounted as needed to meet purchases while collections are made from the store. The methods and plans outlined above have enabled the Whitaker Radio Sales Company to keep in touch with its market, to work up cold prospects, to introduce its salesmen pleasantly and under favorable conditions, to close sales more easily, to keep its customers happy, and to make some money. And as the company is doing all these things successfully it is not unreasonable to say that it is doing a well-balanced, outstanding merchandising job. 202 • AUGUST 1929 •