The entire country was divided into districts, and over each district an agent was appointed. This agent, in turn, employed salesmen to cover the various portions of his district. Each district also had an “office man” to attend to any business that might come up while the agent and his salesmen were away, and a “repair man” whose duty it was to overhaul damaged or broken-down machines. Together, these comprised the agency, and the country was so divided that there was, on the average, an agency for every unit of half a million people in the total population. Thus there were two hundred and sixty or seventy agencies through the nation, and the agents with their salesmen made up a working force of from twelve to fifteen hundred men.
The higher purposes of this industrial empire, which the employees almost never referred to by name, as who should speak of the deity with coarse directness, but always with a just perceptible lowering and huskiness of the voice as “the Company”—these higher purposes were also beautifully simple. They were summed up in the famous utterance of the Great Man himself, Mr. Paul S. Appleton, III, who invariably repeated it every year as a peroration to his hour-long address before the assembled members of the sales organisation at their national convention. Standing before them at the close of each year’s session, he would sweep his arm in a gesture of magnificent command towards an enormous map of the United States of America that covered the whole wall behind him, and say:
“There’s your market! Go out and sell them!”
What could be simpler and more beautiful than this? What could more eloquently indicate that mighty sweep of the imagination which has been celebrated in the annals of modern business under the name of “vision”? The words had the spacious scope and austere directness that have characterised the utterances of great leaders in every epoch of man’s history. It is Napoleon speaking to his troops in Egypt: “Soldiers, from the summit of yonder pyramids, forty centuries look down upon you.” It is Captain Perry: “We have met the enemy, and they are ours.” It is Dewey at Manila Bay: “You may fire when ready, Gridley.” It is Grant before Spottsylvania Court House: “I propose to fight it out on this line, if it takes all summer.”
So when Mr. Paul S. Appleton, III, waved his arm at the wall and said: “There’s your market! Go out and sell them!”—the assembled captains, lieutenants, and privates in the ranks of his sales organisation knew that there were still giants in the earth, and that the age of romance was not dead.
True, there had once been a time when the aspirations of the Company had been more limited. That was when the founder of the institution, the grandfather of Mr. Paul S. Appleton, III, had expressed his modest hopes by saying: “I should like to see one of my machines in every store, shop, or business that needs one, and that can afford to pay for one.” But the self-denying restrictions implicit in the founder’s statement had long since become so out of date as to seem utterly mid-Victorian. Mr. David Merrit admitted it himself. Much as he hated to speak ill of any man, and especially the founder of the Company, he had to confess that by the standards of 1929 the old gentleman had lacked vision.
“That’s old stuff now,” said Mr. Merrit, shaking his head and winking at George, as though to take the curse off of his treason to the founder by making a joke of it. “We’ve gone way beyond that!” he exclaimed with pardonable pride. “Why, if we waited nowadays to sell a machine to someone who needs one, we’d get nowhere.” He was nodding now at Randy, and speaking with the seriousness of deep conviction. “We don’t wait until he needs one. If he says he’s getting along all right without one, we make him buy one anyhow. We make him see the need, don’t we, Randy? In other words, we create the need.”