This psychic reading given by Edgar Cayce at his home on Artic Crescent, Va., Beach, Va., this 5th day of January, 1933, in accordance with request made by self - Mr. [257], Active Member of the Ass'n for Research & Enlightenment, Inc.

Present: Edgar Cayce; Gertrude Cayce, Conductor; Gladys Davis, Steno. L. B. Cayce.

TEXT

1. GC: You will have before you [257], who is at the Drake Hotel in Chicago, Ill., his associations, the [257] Corp. of 501 Madison Ave., N.Y.C., and the operations in Chicago, as well as the general activities of the business with its prospects, plans for success, etc. Please advise [257] as to the possibilities, and what he should do in the next four weeks to be successful. You will answer the questions he has submitted, as I ask them.
2. EC: Yes, we have the body, the enquiring mind, [257], those associations and connections; many of these we have had before.
3. As to the possibilities, probabilities, much work, much discussion, many conditions that will prove satisfactory, many disappointments, many conditions that will bring aggravating circumstances lie before the body, the connection, the associations.
4. In meeting the conditions in the present, the plans for operations, the plans for connections and associations have in many instances been well laid, will regulated, and will move on towards the consummation and development of conditions, connections and associations, but will prove most satisfactory.
5. Ready for questions.
6. (Q) What precaution should I take to safeguard the welfare of the business?
   (A) Do not have too many entanglements in associations and connections that may be questioned.
7. (Q) What improvement and changes necessary at present to insure success for the Chicago market which opened Jan. 4th?
   (A) In the connections and associations made there, many of these will work to a satisfactory connection. Some, as given, will bring disappointments. Which of these would be the natural question, but - as indicated - those that are of the regular basis of operations will be the success; those that make for entanglements will bring headaches.
8. (Q) What additions necessary to present sales organization to cover sufficient territory to be successful in obtaining at least sale for 10,000 units?
   (A) It's plenty - sufficient - already in operation.
9. (Q) What cities best for concentration for quickest returns and satisfactory business?
   (A) As the connections show in the various centers that are to be distributing points, these - that have been arranged in the various centers - offer the greater opportunities, where the better connections are and where the concentration should be; for where the prey is there do the eagles gather together.
10. (Q) What impression will new line of boxes make, which were made at the Cleveland plant of Truscon and shipped to Universal Cooler Co. plant in Detroit?
    (A) Depends upon the manner in which they are presented.
11. (Q) Should we advertise prices on circulars or send out suggestive literature only?
    (A) Suggestive literature.
12. (Q) What price range will be necessary to cause a sensation at the market?
    (A) It isn't the sensation that should be sought so much as the quality and the service that may be given; for sensational prices in the present general conditions - with new markets or new boxes, new lines - will bespeak too easily of shoddy goods.
13. (Q) What ideas should I use in Chicago to insure a lot of buyers coming to our display rooms?
    (A) It's already been put in motion! These will work good.
14. (Q) What defects in our sales plan that should be corrected at opening of market?
    (A) Not so much the defects in the opening of the market as in general conditions where entanglements may ensue, by too great a red tape for the order.
15. (Q) Can I depend fully on Truscon factory at Cleveland to ship good, reliable merchandise?
    (A) Depends upon, of course, how the set-up has been made. It has been given as to the reliability of the Truscon organization, and this will be lived up to!
16. (Q) Will I be fully successful with Universal Cooler line of Detroit?
    (A) If handled in the proper lines, and this has been gone over often; best to refer much to that which has been given.
17. (Q) What precautions should I take to insure better understanding with Universal?
    (A) These conditions should be set all in order and in form before there is the general distribution, or the general contracts for distribution, that there is no possibility of cross-sectioning or of going BEHIND that which is set up.
18. (Q) Will the Chicago market be successful in obtaining a big volume of business?
    (A) Very satisfactory.
19. (Q) How many boxes will we sell at Chicago?
    (A) How hard will they try! That's how many boxes they'll sell!
20. (Q) Will our present financial structure be strong enough to prove sufficient for the 1933 program?
    (A) It should, with proper precautions in every direction and the connections made and kept in the way to carry out.
21. (Q) What large accounts can I sell in Chicago by personal contact?
    (A) Those same that have been held in line heretofore.
22. (Q) What procedure necessary to get business from Montgomery Ward Co.?
    (A) That has been gone over often before. Carry on in the connections that have been made.
23. (Q) Sears, Roebuck & Co.?
    (A) We do not find the connection being made as yet. These associations may come later, with some developments that may be necessary for the special through this connection.
24. (Q) Who best to work with?
    (A) This will work itself out.
25. (Q) Stewart-Warner - what is necessary here?
    (A) Do not get too much entangled here, but carry on with those same connections that have been made in respect to same.
26. (Q) What new channel of business should we contact at Chicago for immediate business?
    (A) Those of the direct sales through the organizations that have their already set up business.
27. (Q) What special salesman in Chicago would be a valuable adjunct to our organization to bring special business?
    (A) We've got enough special salesmen! Make 'em work, that you have!
28. (Q) Week of 9th to 14th where best for me to be - Stevens Hotels for House Furnishings show or Furniture Mart?
    (A) The better acquaintance, the better association, is the Furniture Mart. While there will be the necessity for the two being met, then put self in one association moving from one to the other - and leader in the other direction at the other place.
29. (Q) Should I have a space for showing at N.Y. market at Furniture Mart on Lexington Ave. 3rd week in January?
    (A) This should be determined best by how it is accepted, how it is received by those in the Furniture Market in Chicago. There are, of course, many in the New York Market that will not be in the Chicago Market, for the changes that are gradually being made and seen in the country will make for different connections and associations in these directions. The judgment should be according to that accomplished, then, in the Furniture Mart in Chicago.
30. (Q) Is there any defect in our set-up for complete manufacture and sale of Refrigeration as at present laid out, that we may cure at once?
    (A) If followed AS laid out, no. If they may be read in or read out of the connections, or of the agreements, then there may be changes necessary. This depends upon the understanding.
31. (Q) Please advise our Vice-President, Herbert Weisburgh of Chicago office, for his proper guidance, his actions and work for next 4 weeks?
    (A) These conditions have been well laid out, and if he will follow in these lines we will find that the connection and the sales will be satisfactory.
32. (Q) Please advise me as to my relations with Julius Kahn, who seems to be rather combative.
    (A) Until there is a great deal of the activities shown in the abilities to make for the sales to be of such nature, such amounts, to need or to show what is to be done, this combativeness will continue. As will be seen, this relation is of the nature that is on and off - hot and cold.
33. (Q) Should I send leads to Julius Kahn on new business without personal consideration for my own advantage, or what should I do that is fair?
    (A) This should be worked out on an equitable basis. As will be seen, from time to time there will be connections and associations that will lead to (as they have in other connections) orders, associations that will make for large returns in these manners. To become penny-wise and pound-foolish for self or for Julius Kahn, is to become more and more disordered and disrupted. Then, make something of an agreement, something as to the amount, kind, character or nature, and then work it out on those plans.
34. (Q) Should I continue Starr & Gresser as attorneys for Company, or best have an outside firm? If so, who?
    (A) These are well; their associations are good. Why change, and have the extra amount to pay all over?
35. (Q) What must I do now to get business from Jacob Ruppert on Beer Cases?
    (A) It's already been set. Carry it out.
36. (Q) What sales argument can I use to get them to adopt a new box and discard the old?
    (A) This has already been set, as given.
37. (Q) Please advise me on what and how to proceed to get Brewery business throughout country, especially N.Y.
    (A) This already has been set up, and if carried on in the way and manner set - without further entanglements - will be very satisfactory.
38. We are through for the present.

    Copy to Self at home
    Copy to Chicago
    Copy to File

BACKGROUND

1. 11/24/32 He obtained 257-96.
2. 1/05/33 He submitted further questions.

REPORTS

1. 1/21/33 He referred 342-1 & 252-1, 334-1; he also requested 903-17 for his wife, and 325-44 for his mother, and submitted further business questions for himself.
2. 1/23/33 He obtained 257-98.

Edgar Cayce Readings © 1971, 1993, 1994, 1995 by the Edgar Cayce Foundation