THE HALLIKAINEN SALES DEPARTMENT, THREE AGAINST THE WORLD!

If you take a stroll through a Halli- kainen catalog you'll notice that 1) we make a wide variety of instruments that 2) can be used in a wide variety of appli- cations in 3) a wide variety of industries 4) all over the world. And when you look at our "compact" sales dmment you might wonder how they manage to reach all our far-distant customers. You can see that they do reach them simply by checking the files or by riffling through the morning mail, with inquiries coming from Pensacola to Albuquerque, and from Quebec to La Paz. But how do they manage? Do they com- mun+ate by ESP? Put the wives and kiddies to wock? Stay up nights like witches, fly- ing around the world on broomsticks? They must do something we don't readily see,be- cause more people know US than you might think.

How is it done? It's done by the H.I. Sales Department - via telephone,by use of our own special "broomstick" - the mobile van, and through advertising. But that's not& whole story, because even with all these tools three people are very few to do the big, big job which is done in Sales. In fact, the sales coverage we manage comes to aboutoneman per conti- nent! So how is it done? We have a secret weapon: REPRESENTATIVES - those many companies and individuals who read our literature, visit our plant, follow up on our advertising, and who provide on the spot information for customer inquiries right in the cus- tomer's own geographical home. They are chosen carefully, because these represen- tatives are Hallikainen Instruments inso- far as the customer is concerned. Without these Reps, customers might never even consider a Hallikainen instrument to ans- wer a production problem. Representatives are THE important link between the Rich- mond plant and our customers. Unlike many a company, we have not taken on an agency to conduct an adver- NOVEMBER 1970

tising program, and all advertising we do is initiated here in the Sales Department. This is one extremely helpful hand directed toward our Representatives. And it's ex- pensive. We initiate the ad, incurring expense at the outset with the magazine or direct mail firm. Next, there is the cost of our brochures (for the inquiring customer), information forms (for the area represen- tative),and postage (no smallitem itself!) Still,advertising is no "sure thing." It's chantey. Sometimes an ad simply doesn't click and that gets chalked up to "exper- ience," but other times an advertising ef- fort will hit a potential market with tre- mendous results. For example, in July our advertising card for Rotameters was sent out by Design News magazine in an "adver- tising pack " fr 100,000 engineers, chemists, and instrument and design men. The return response deluged the Richmond post office and sent the Sales Department scurrying to draft all available typists to fill the literature requests on the flow meters. Literally hundreds of men filled out these cards, indicating a vast potential market. Where? All over the world. And there we are back to our representatives again, be- cause it is they who .will see our potential customers face to face. We have 27 individual representatives in the United States,including Hawaii. Ad- ditionally, we cover Canada with two out- lets, and we are represented in the Virgin Islands, Puerto Rico, Dominican Republic, 3amaica, Venezuela, Argentina, Guatemala, Bolivia, Columbia, Chile, and in the near future, Mexico. Next month we shall let you meet one of the Hallikainen Instruments representa- ,tives, with a "profile" story.

Saturday December I 2 I saw the date ,I

GOING PLACES AND GETTING ACQUAINTED

Last fall Herb Liske took the Halli- kainen Instruments mobile demonstrator through the U.S. mid-west and east coast visiting refineries and engineering groups in several states. Tom Clark undertook a similar mission in January 1970 when he piloted the van in Texas, demonstrating the instruments it contained to twenty chemical and petroleum installations on the Gulf and throughout Texas. From July 1969 through March 1970 the van reached 50% of major refineries in the United states. The men who take the Demo around on such trips often find themselves learning as well as teaching. The "classroom" usually contains almost a dozen instru- ments. On the recent trips we have had a hooked-up-and-working Multi-Point Distill- ation Analyzer aboard, a Gravitrol, Dia- con, Cloud Point Analyzer, In-Line Visco- meter, Percent Evaporation, Freeze Point and Pour Point Analyzers, and the Rota- meters.

Getting Around in the Demo

Sessions around the van are informal and informative, and the interchange of facts, questions, and ideas is extremely valuable. Questions and suggestions can be examined, talked out, and any applica- tion problem brought back for study. LOW or high interest in a given instrument can often forecast its sales barometer for future months. Sometimes the cause of low interest can be ascertained and the problem remedied or an item shelved pending further study or some future de- mand. Hot prospects can be spotted and the representative in the area alerted to his potential customer . . . and ours! Latest visits by the Demo have been to local refineries around the Bay Area in order to demonstrate the huge Fisher In- Line Blender. Instruments previously dam- onstrated were removed during July and the Blender installed. It's a good ex- ample of "advertising in action" since the Blender is touted as a "mobile" blend- ing system, usable either in a permanent location or kept as a mobile unit by use of a trailer mounting. Though it looks a little like it, the Hallikainen demonstrator isn't the Good Humor man, and it doesn't herald its ap- pearance with jingling bells. The van is serious business, and those who have been in the driver's seat recognize it as an effective tool of the Sales Department.

OLD TIMERS That list of Old Timers is getting longer every year. This fall seven names were added as John Chin, Norman Waner and Alfons Keil all reached the 15-year mark with the company. Monty Montgomery and Sparky Nelson have been here ten years, and Pete Radovich and Ernie Shanks com- pleted five years during 1970. The annual celebration dinner was held on Friday, October 2, and was attend- ed by fourteen of the new and past honor- ees. The custom of the company has been to honor all 5, 10, and 15 year employees at the anniversary year. From the tenth year on, the Old Timers are invited to all subsequent dinners.

HIPPY Thanksgiving