This psychic reading given by Edgar Cayce at his home on Arctic Crescent, Virginia Beach, Va., this 26th day of January, 1933, in accordance with request made by Mr. [257], Active Member of the Ass''n for Research & Enlightenment, Inc.
P R E S E N T
Edgar Cayce; Gertrude Cayce, Conductor; Gladys Davis, Steno. Mildred Davis, H. L. and L. B. Cayce.
R E A D I N G
Time of Reading 4:10 to 4:40 P. M. Eastern Standard Time. N.Y.C.
1. GC: You will have before you the [257] Corp., of 501 Madison Ave., N.Y.C., [257], President; Phillip Marcus, Secretary; Joseph Gerl, Director of Sales; [1565], Western Representative; Jack Harris, [2588] and [2653], Eastern salesmen, with their desires to build the business successfully. You will advise and guide them in the proper channels for success and answer the questions in detail, as we have notated them here.
2. EC: Yes, we have the organization, [257] Corporation, and the individuals that make up the personnel of same.
3. In the purpose and desires that were set forth in the forming of the organization, is the manner - from the material viewpoint - each are to conduct themselves.
4. As to the manners, to whom and what shall be by each, to be sure, it is necessary that step by step be taken by each individual.
5. It would be well that the time, the associations, the working on the various leads, various connections, be budgeted; and that each, as near as possible, conform to that which is assumed - or the obligation that each take; for it, the obligation, becomes as a vow, and MUST be fulfilled.
6. Ready for questions.
7. (Q) Reference New York; what improvement can Mr. Gerl make to further his present sales plans? (A) As we find, there is little actual fault to be found with the plans. There should be a listing of prospects, and of contacts, in such a way and manner as to not make too much red tape, or lost motion, but the present manner DOES leave lost motion in various ones of the group working over and against one another. It would be well, too, that each group or each individual be able and, to be sure, to give the same story, the same associations, the same connections. Don't make 'em too big
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nor too little, but at least keep all the stories as near as possible in a manner that is in keeping with good judgement and good business. Never, as the policies have been set, alter from those policies; but as a service - KEEP all activities in that direction.
8. (Q) When should his assistant, Jack Harris, make the rounds of the various stores? Immediately, or wait until after the first of February? (A) The contacts should be made, that there be as little lost motion as possible in making the rounds of the various connections after the first of February. Or, the CONNECTIONS may be made at once, NOW - and the definite contacts made soon after the first. See, there are two reasons for such: In most of these stores or associations they are either making their change, or arranging for the re-financing in the various endeavors, or launching into fields where greater activities are to be worked out for the coming spring trade or summer activities, see?
9. (Q) Which route should he take first? (A) Outline or lay it out, so there's as little lost motion as possible! Don't be running back over self too often!
10. (Q) What branch of the business should [257] devote his personal attention to, in the next six weeks? (A) Those larger connections where there is being placed the boxes, units, or activities in their own names or groups. Or, where some special equipment, or special character of units or boxes, is needed. That would indicate, you see, where there are plans made for special refrigerating systems, or special activities in specific directions, or where there are those groups, companies or organizations that are DISTRIBUTORS for certain character of merchandise that may be supplied through this organization.
11. (Q) Please give detailed suggestions as to most important party to work with for quickest return which they need so much. (A) Those directions just given. Follow up those that have already been set in motion, but do not be back-tracking so much! Either close or find another one to work with!
12. (Q) What production should be suggested to factory on the four DeLuxe boxes for manufacturing in February, considering present sales return and set up? (A) About two thousand.
13. (Q) What is best plan to operate under in Eastern market, distributor or direct to furniture stores and department stores throughout territory? (A) As indicated in the very sales force or organization itself, there are individuals that fit into the picture (as
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may be termed) in various channels. Why not divide these in such a way and manner that the whole field may be covered AT ONCE? and let each have that phase or that part of the work, and let them take CARE of that field, see? for, as the attempt is standing in the present, and as the policy is in the present, all of these may be taken care of; but let it be divided under subheads, and let those take care of it! and don't be walking all over each other, confusing each other, and getting in each other's way!
14. (Q) What channel of distribution would offer a new outlet for the New York market which would afford unusual returns? (A) Any of these that are capable of being filled by the product OFFER an equal value for the quick returns, as we find; and the necessary returns for success, if they will be divided and WORKED in that field, channel, way or manner!
15. (Q) What plan would be best to use to get the attention of Mr. Gottstein of Ludwig Baumann Furniture Co., 8th Avenue & 35th St., N.Y.C.? (A) As a general distributor for those various channels through which this activity of this organization works (Gottstein's).
16. (Q) Please name an individual who will be best to contact large banking interests who own real estate in New York who can sell apartment refrigeration? (A) You already have your organization, you already have the individuals who are capable! Put 'em to work on it!
17. (Q) Should we retain space at New York Furniture Exchange or will be better to operate from 501 Madison Avenue, conducting all sales from the Madison Avenue address? (A) From the Madison Avenue address. For, there are limited conditions when these are taken from space, and the policy that is being followed (or PARTIALLY followed) includes many VARIOUS channels. Then, SYSTEMATIZE that, and work them out from the one address or sales office.
18. (Q) What division of business best for [bro. 2653] to spend his time on? (A) Making connections with the distributors in factory, or furniture factory, or organizations of the kind. Just as it would be better for [bro. 2588] in that field of the apartments, and the real estate connections or associations. As it will be for Harris to make the greater connections with the political influences. As it would be for [257] in those connections that have been set out.
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Lay 'em out that way and work with 'em! Then have the other individuals - as in Gerl and the secretaries - to work in a coordinating manner! but do not be lapping one over the other, or getting jealous of one another as they have been doing!
19. (Q) What precautions should [257] take, considering present set-up, to insure solid success in his business? (A) ORGANIZE it, and then WORK the organization! Don't have them lapping over as they have been! Get it straightened out, and let 'em work; each one have a line - and depend upon the individuals, and when you can't, put somebody on that you can!
20. (Q) What effect has HIS present horoscope considering his birth date, April 22, 1893, upon his 1933 plans? [See 257-10 Life Rdg.] (A) Depends on which plans he is talking about! If referring to the commercial activities of the body itself, it'll be about the busiest season he's ever had! If referring to the social, it'll be about as much worry! If referring to the home, be still more worry - from both sides of the house!
21. (Q) Should any changes be made in our price range of $79.50 list to $189.99 list? (A) These are very good; we wouldn't change.
22. (Q) In what way can Ira Hirschmann, publicity director of Lord & Taylor, 5th Avenue and 38th St., N.Y.C., be able to aid [257] and his organization? (A) In making contacts.
23. (Q) With what group best for Mr. Hirschmann to assist - with Kenneth Collins of Gimbel Bros., or R. H. Macy & Co. group? (A) R. H. Macy & Co. group; for the CONNECTION there is much more secure (in the Macy Group). And, it's very much worth while!
24. (Q) Would his introduction to Mr. Walter Hoving, Vice-President of Montgomery Ward, be of assistance in getting Ward business? (A) Any connection and association is helpful, where the abilities of the individual making the connection are worth while. And Hirschmann's are worth while.
25. (Q) Should [257] plan to go to Los Angeles to handle the business arrangement for a representative there or can it be done satisfactorily from New York? (A) From New York, as we find, for the present season. It may be better that it be done later on in the season, or for the coming season; but may be done satisfactorily from New York, as we find at present - unless there's other
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conditions arising that do not show themselves in the immediate.
26. (Q) What novel or unusual plan could we use in an announcement that would bring unusual response throughout the country to our line? (A) The right service is the best. One that makes the novel, or one that becomes for a flare - usually goes out too easily! The best is to be builded on a firm foundation by service rendered, in both the goods themselves and in the service they render TO the people themselves. This does not predicate that there should not be used announcements, or things of the kind; but to use something UNUSUAL - as to make a flare, or of particular notice - usually dies JUST as quickly; for such usually comes where there is something to be acquired - or is to be sold quickly and then move on. THIS should be builded on a much more stable foundation!
27. (Q) Should we have two lines or merchandise for sale in same cities, making design changes? (A) If it's necessary to meet the requirements of the various conditions that have been set up, and that are being appealed to by portions of the organization! If the policy is to be followed out as outlined, in selling both through the dealers and to people direct, and to the various organizations that become large purchasers, the two lines become NECESSARY! DON'T fool self!
28. (Q) Should we sell Ben Platt in Los Angeles this season? (A) If the conditions are worked out by that that is pretending to be done, or that will carry the propositions to the people!
29. (Q) What advantage to business will Stanley Hartman bring by representing us in Los Angeles? (A) Very good, or we wouldn't have intimated that this might be sufficient for the handling of the proposition in the western territory in this particular season.
30. (Q) How reliable is he and how much can we depend upon him? (A) He's reliable for one season, at least! or we wouldn't have intimated that he was! Don't give him too far, but he's reliable for that long! He needs it!
31. (Q) Will Howard Waff of Norfolk be of help as he suggests with Montgomery Ward business through Mr. Perkins? (A) Be very good, but don't get so many irons in the fire that some of 'em will turn cold while the others are being used! Set out the line and manner in which all will be approached, and follow that.
32. (Q) Since Saturday meeting of [bro.-in-law 1565] at Butler Bros., Chicago, what is next move to get the business? (A) Follow up that which has been set, and that was halfway
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promised to [1565] by Butler Bros! Follow it up; don't let it get cold! Don't become a pest, but don't let it get too cold.
33. (Q) Any further advice at this time? (A) GET what is meant by ORGANIZING the working force as has been set out; what is necessary to handle or to meet the policies that are being held to by various ones; why it is necessary that they should not lap over one another. Then WORK these in the proper way and manner; for we will find, if the service is given, if the product is right, there'll be no trouble with getting your share of the business - if worked in the proper way and manner.
34. We are through for the present. Copy to Self " " File