|Photo by Mark Zupan.|
Designed as a series of one hour sessions, the Star Salesman Kit covers eight topics relevant to the company’s goal of increasing route sales, such as merchandising (“It’s Got to Be Sold”), and advertising (“What’s on Your Mind”). In addition, the kit includes training material for best practices in stocking product, refrigeration, and the use of the “red cooler” and vending machines in various outlets.
While most of the Star Salesman Kit is geared toward increasing sales to vendors, the materials do give special attention to instructing route salesmen how to promote Coca-Cola sales to the home market—particularly to the housewife. The session, “The Woman in Your Life,” encouraged the route salesman to market directly to women through techniques such as floor displays and product placement in outlets where women shopped for the home.
The Star Salesman Kit provides a glimpse into the sales and marketing culture of the Coca-Cola Company, the organization of its sales department, training practices, and even refrigeration technology. At the same time, the Star Salesman Kit offers some insights into mid-20th-century social and cultural issues, demonstrating, perhaps, why no other consumer product is a more iconic symbol of American culture than Coca-Cola.
Post contributed by Diana Poythress, RBMSCL Technical Services graduate student volunteer. Thanks to Alexandra Bickel, RBMSCL Technical Services graduate student volunteer, for her assistance with this post.