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Wisconsin Cheese Makers' Association / Proceedings of the Wisconsin Cheese Makers' Association forty-third annual convention November 14, 15, 1934 assembled in the Eagles Auditorium Sheboygan, Wisconsin

Steadman, G. E.
Address,   pp. 76-80 PDF (1.2 MB)

Page 78

rules your business. Find out what she wants and aim to do it and
you will grow and succeed. The consumer rules, and you fellows have
a duty to the American housewife.
Emerson said that if you want to make a great profit, and we all
want to, the automatic rule, the easy rule, the self-evident rule to
make a great profit is to render a great service. So you have got to
render a service and the profit is automatic. You have not rendered
a service to the American housewife, otherwise she would be eating
more cheese. You have failed the American housewife and it is show-
ing up in your pocket books.
There has come a new day in your business, that all of these physi-
cal properties you have, have amounted to nothing only in terms of
your ability to sell. If you sell they become liquid, negotiable and
profitable and if you don't, they become income losers and so let's con-
sider for just a moment that fact that here is a time when we need
to give attention to the manufacturer of the customer, not the manu-
facturer of cheese. All of you know you can produce cheese, and qual-
ity is the thing that counts, and this plan under consideration has no
other purpose than that. In an evolutionary rather than a revolu-
tionary way it has slowly, painstakingly, translated cheese to the
American housewife in a way that will give her a new understanding
and appreciation of it, to a point where she will become a greater
customer and more people will eat more cheese. Don't forget that the
American housewife after all runs her business. If she runs your
business, and she doesn't know anything about your business, she is
apt to ruin it and that is just what has happened.
So in the terms of the manufacturer of the customer, let me just
bring up two or three things that are essential. All the details of
these things can be worked out, every one of these things and prac-
tically every one of them have a long supporting chain of evidence be-
hind them. Every one of these things are exactly what you would
want if you study this matter yourself.
Lucky Strikes have the toasted process; Chrysler has floating pow-
er; the Maytag has the gyrator. All throughout the merchandising
picture you will find this vital difference, and boys, haven't we got it
in Wisconsin cheese in any of its forms? Vital difference in taste, in
quality, in the replacement of the blood stream, in health factors,
whatever way you want to look at it. It is certain you have to arrange
better sales exposure.
I can take a package from a shelf and put it down in front on the
counter and increase the susceptibility of its purchase twenty-two
times in just so simple a move as that in the manufacture of a cus-
tomer. Why? Because a woman can see it, she can feel it and she
can handle it. I say to you, women can't see cheese often enough, they
can't feel cheese often enough, they can't taste cheese often enough in
the store. You have got to get cheese out where it is exposed to these
I want to tell you another thing, that is, that the average grocer
has no proper conception of the contribution which cheese can make

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