Astute Salesmanship Turns Rocks And Minerals To Gold

For the producer of industrial rocks and minerals, marketing is often the only means of survival. His material must be sold. There is little of the impersonal force of the market regulating supply and demand. No commodity exchanges facilitate his efforts to dispose of the material he produces, and the success or failure of his business depends primarily on prompt and correct response to market needs and requirements. This response is particularly vital where materials of low unit value must be shipped to distant consumers owing to a relative rarity of suitable deposits. The advantage of positive response to change can best be illustrated by hypothetical cases showing how problems can be turned into opportunity through marketing ingenuity. Three such cases dealing with materials of unit values in the range of $5 to $100 per ton are outlined below.