There will be few chances of making sales unless the selling force works in unison with the advertising, and carefully develops the desire to purchase, which the printed matter has created. The salesmen must be thoroughly acquainted with the character of the advertising, so that in talking to the consumer he may dwell upon it intelligently. Even when this is done it is very often impossible to clinch an order on the one visit. In this case, the salesman must carefully fill out his back call, and further advertising matter must be sent so as to reach the prospect in the logical time preceding that call. — Thos. R. Elcock, Jr.