,,addition ,,to ,,list ,,of ,,founders ,,alexander ,,co41 ,,wheeling1 ,w4 ,,va4 ,l4 ,s4 ,,donaldson ,,co41 ,,minneapolis1 ,,minn4 ,r4 ,h4 ,,fyfe ,,co41 ,,detroit1 ,,mich4 ,a4 ,h4 ,,geuting ,,co41 ,,philadelphia1 ,,pa4 ,,krupp ,,tuffly1 ,,houston1 ,,texas ,,potter ,,shoe ,,co41 ,,cincinnati1 ,,ohio ,,sherron ,,shoe ,,co41 ,,memphis1 ,,tenn4 ,,slade ,,shoe ,,shops1 ,,des ,,moines1 ,,iowa ,,vaile ,,shoe ,,co41 ,,kokomo1 ,,ind4 ,,van ,,degrift ,,shoe ,,co41 ,,los ,,angeles1 ,,cal4 ,,volk ,,bros4 ,,co41 ,,dallas1 ,,texas ,k4 ,w4 ,,watters ,,co41 ,,buffalo1 ,n4 ,y4 ,,addition ,,to ,,list ,,of ,,consultants ,,seaton ,w4 ,,alexander1 ,president1 ,alexander ,co4 ,a4 ,o4 ,,day1 ,r4 ,h4 ,fyfe ,co4 ,,mrs4 ,,jennie ,l4 ,,evans1 ,firm ,member1 ,lewis ,reilly ,r4 ,h4 ,,fyfe1 ,president1 ,r4 ,h4 ,fyfe ,co4 ,,william ,r4 ,,lewis1 ,firm ,member1 ,lewis ,reilly ,,william ,,livingston1 ,r4 ,h4 ,fyfe ,co4 ,h4 ,c4 ,mc,l,a,u,g,h,l,i,n1 ,shoe ,buyer1 ,potter ,shoe ,co4 ,,henry ,,moorehouse1 ,general ,manager1 ,brockton ,last ,co4 ,,james ,p4 ,,orr1 ,president1 ,potter ,shoe ,co4 ,g4 ,s4 ,,roth1 ,manager ,shoe ,dept41 ,l4 ,s4 ,donaldson ,co4 ,t4 ,m4 ,,scoggins1 ,vice-,president1 ,krupp ,tuffly ,,thomas ,w4 ,,sherron1 ,president1 ,sherron ,shoe ,co4 ,,milo ,a4 ,,slade1 ,firm ,member1 ,slade ,shoe ,shops ,j4 ,f4 ,,teehan1 ,vice-,president1 ,dunbar ,pattern ,co4 ,l4 ,f4 ,,tuffly1 ,president1 ,krupp ,tuffly ,,victor ,e4 ,,vaile1 ,president1 ,vaile ,shoe ,co4 ,h4 ,l4 ,,van ,,degrift1 ,general ,manager1 ,van ,degrift ,shoe ,co4 ,l4 ,w4 ,,volk1 ,firm ,member1 ,volk ,bros4 ,co4 ,,retail ,,shoe ,,salesmen',s ,,institute ,conducting ,the ,educational ,training ,course for ,retail ,shoe ,salesmen ,,founders ,,george ,w4 ,,baker ,,shoe ,,co41 ,,brooklyn1 ,n4 ,y4 ,,bliss ,,perry ,,co41 ,,newburyport1 ,,mass4 ,,boot ,,shoe ,,recorder1 ,,boston1 ,,mass4 ,,bristol ,,patent ,,leather ,,co41 ,,boston1 ,,mass4 ,,brockton ,,rand ,,co41 ,,brockton1 ,,mass4 ,,brown ,,shoe ,,co41 ,,st4 ,,louis1 ,,mo4 ,,arthur ,l ,,evans1 ,,boston1 ,,mass4 ,l4 ,b4 ,,evans' ,,son ,,co41 ,,wakefield1 ,,mass4 ,,farnsworth1 ,,hoyt ,,co41 ,,boston1 ,,mass4 ,,hazen ,b4 ,,goodrich ,,co41 ,,haverhill1 ,,mass4 ,,hazen-,,brown ,,co41 ,,boston1 ,,mass4 ,,hunt-,,rankin ,,leather ,,co41 ,,boston1 ,,mass4 ,,george ,e4 ,,keith ,,co41 ,,brockton1 ,,mass4 ,,keystone ,,leather ,,co41 ,,philadelphia1 ,,pa4 ,,menihan ,,co41 ,,rochester1 ,n4 ,y4 ,,morse ,,burt ,,co41 ,,brooklyn1 ,n4 ,y4 ,a4 ,e4 ,,nettleton ,,co41 ,,syracuse1 ,n4 ,y4 ,,peters ,,mfg4 ,,co41 ,,boston1 ,,mass4 ,,thomas ,g4 ,,plant ,,co41 ,,boston1 ,,mass4 ,,rice ,,hutchins1 ,,inc41 ,,boston1 ,,mass4 ,,seamans ,,cobb ,,co41 ,,boston1 ,,mass4 ,,selby ,,shoe ,,co41 ,,portsmouth1 ,,ohio4 ,,stetson ,,shops ,,inc41 ,,south ,,weymouth1 ,,mass4 ,,the ,,shoe ,,retailer1 ,,boston1 ,,mass4 ,,united ,,shoe ,,machinery ,,co41 ,,boston1 ,,mass4 ,,united ,,states ,,rubber ,,co41 ,,new ,,york1 ,n4 ,y4 ,,wizard ,,foot ,,appliance ,,co41 ,,st4 ,,louis1 ,,mo4 ,e4 ,t4 ,,wright ,,co41 ,,rockland1 ,,mass4 ,,national ,,shoe ,,retailers' ,,association4 ,,chisholm ,,shoe ,,co41 ,,cleveland1 ,,ohio4 ,,cohen ,,brothers1 ,,jacksonville1 ,,fla4 ,,william ,,filene',s ,,sons ,,co41 ,,boston1 ,,mass4 ,,gilchrist ,,co41 ,,boston1 ,,mass4 ,w4 ,c4 ,,goodwin1 ,,fitchburg1 ,,mass4 ,,guarantee ,,shoe ,,co41 ,,san ,,antonio1 ,,texas4 ,f ,a4 ,,guinivan1 ,,philadelphia1 ,,pa4 ,,hirsch-,,ullman ,,shoe ,,co41 ,,el ,,paso1 ,,texas4 ,a4 ,v4 ,,holbrook ,,bootery ,,co41 ,,columbus1 ,,ohio4 ,a4 ,h4 ,,howe ,,sons1 ,,boston1 ,,mass4 ,,jones1 ,,peterson ,,newhall ,,co41 ,,boston1 ,,mass4 ,,john ,a4 ,,meadors ,,sons1 ,,nashville1 ,,tenn4 ,,thomas ,f4 ,,peirce ,,son1 ,,providence1 ,r4 ,i4 ,w4 ,g4 ,,simmons ,,corp41 ,,hartford1 ,,conn4 ,,stelling-,,nickerson ,,shoe ,,co41 ,,augusta1 ,,ga4 ,w4 ,w4 ,,willson1 ,,boston1 ,,mass4 ,,editorial ,,council ,,arthur ,l4 ,,evans1 ,editor in ,chief ,,george ,f4 ,,hamilton1 ,managing ,editor ,,consultants ,c4 ,q4 ,,adams4 ,general ,manager1 ,bristol ,patent-,leather ,co4 ,,arthur ,d4 ,,anderson4 ,editor1 ,boot and ,shoe ,recorder ,c4 ,l4 ,,anderson1 ,president1 ,bristol ,patent ,leather ,co4 ,t4 ,f4 ,,anderson1 ,secretary1 ,new ,england ,shoe ,leather ,ass'n4 ,,george ,w4 ,,baker1 ,president1 ,george ,w4 ,baker ,shoe ,co4 ,,george ,w4 ,,baker1 ,jr41 ,sec'y and ,treas41 ,george ,w4 ,baker ,shoe ,co4 ,,john ,a4 ,,barbour1 ,president1 ,brockton ,rand ,co4 ,,perley ,e4 ,,barbour1 ,vice ,president1 ,brockton ,rand ,co4 ,,charles ,a4 ,,bliss1 ,treasurer1 ,bliss ,perry ,co4 ,,elmer ,j4 ,,bliss1 ,president1 ,regal ,shoe ,co4 ,,frank ,j4 ,,bradley1 ,president1 ,hazen ,b4 ,goodrich ,co4 ,,frank ,r4 ,,briggs1 ,treasurer1 ,thomas ,g4 ,plant ,co4 ,e4 ,p4 ,,brown1 ,president1 ,united ,shoe ,machinery ,co4 ,,max ,,brown1 ,president1 ,hazen-,brown ,co4 ,,john ,a4 ,,bush1 ,president1 ,brown ,shoe ,co4 ,,charles ,t4 ,,cahill1 ,united ,shoe ,machinery ,co4 ,c4 ,k4 ,,chisholm1 ,firm ,member1 ,chisholm ,shoe ,co4 ,f4 ,s4 ,,cobb1 ,president1 ,seamans ,cobb ,co4 ,,henry ,w4 ,,cook1 ,vice ,president1 ,a4 ,e4 ,nettleton ,co4 ,h4 ,t4 ,,conner1 ,vice ,president1 ,george ,e4 ,keith ,stores ,co4 ,,louis ,a4 ,,coolidge1 ,treasurer1 ,united ,shoe ,machinery ,co4 ,e4 ,d4 ,,cox1 ,united ,shoe ,machinery ,co4 ,f4 ,f4 ,,cutler1 ,president1 ,the ,cutler ,publications4 ,a4 ,w4 ,,donovan1 ,president1 ,e4 ,t4 ,wright ,co4 ,w4 ,f4 ,,enright1 ,united ,states ,rubber ,co4 ,,arthur ,,lucius ,,evans1 ,treasurer1 ,l4 ,b4 ,evans' ,son ,co4 ,,percival ,b4 ,,evans1 ,vice ,president1 ,l4 ,b4 ,evans' ,son ,co4 ,a4 ,h4 ,,geuting1 ,dealer and ,ex-,president1 ,national ,shoe ,retailers' ,association ,w4 ,c4 ,,goodwin1 ,dealer ,,john ,s4 ,,griffiths1 ,president1 ,l4 ,b4 ,evans' ,son ,co4 ,,frank ,a4 ,,guinivan1 ,orthopedic and ,merchandising ,specialist ,a4 ,c4 ,,heald1 ,treasurer1 ,stetson ,shoe ,co4 ,,charles ,a4 ,,hirsch1 ,hirsch-,ullman ,shoe ,co4 ,a4 ,v4 ,,holbrook1 ,president1 ,a4 ,v4 ,holbrook ,bootery ,co4 ,,irving ,b4 ,,howe1 ,partner1 ,a4 ,h4 ,howe ,sons4 ,,charles ,c4 ,,hoyt1 ,president1 ,farnsworth1 ,hoyt ,co4 ,,herbert ,v4 ,,hunt1 ,president1 ,hunt-,rankin ,leather ,co4 ,,george ,e4 ,,keith1 ,president1 ,george ,e4 ,keith ,co4 ,,harold ,c4 ,,keith1 ,treasurer1 ,george ,e4 ,keith ,co4 ,j4 ,f4 ,,knowles1 ,treasurer1 ,w4 ,g4 ,simmons ,corp4 ,,george ,h4 ,,leach1 ,secretary1 ,george ,e4 ,keith ,co4 ,a4 ,h4 ,,lockwood1 ,editor1 ,shoe ,leather ,reporter ,,frank ,r4 ,,maxwell1 ,vice ,president1 ,thomas ,g4 ,plant ,co4 ,,george ,h4 ,,mayo1 ,manager1 ,footwear ,division1 ,united ,states ,rubber ,co4 ,,allen ,h4 ,,meadors1 ,partner1 ,john ,a4 ,meadors ,sons4 ,j4 ,g4 ,,menihan1 ,president1 ,menihan ,co4 ,t4 ,c4 ,,mirkil1 ,secretary-,commissioner1 ,national ,shoe ,retailers' ,association ,,raymond ,p4 ,,morse1 ,treasurer1 ,morse ,burt ,co4 ,,james ,a4 ,,munroe1 ,vice ,president1 ,e4 ,t4 ,wright ,co4 ,,george ,a4 ,,newhall1 ,vice ,president1 ,jones1 ,peterson ,newhall ,co4 ,,george ,e4 ,,peirce1 ,firm member1 ,thomas ,f4 ,peirce ,son ,,walter ,i4 ,,perry1 ,president1 ,bliss ,perry ,co4 ,,paul ,a4 ,,peters1 ,vice ,president1 ,peters ,mfg4 ,co4 ,,william ,f4 ,,peters1 ,president1 ,peters ,mfg4 ,co4 ,,burt ,w4 ,,rankin1 ,treasurer1 ,hunt-,rankin ,leather ,co4 ,j4 ,b4 ,,reinhart1 ,vice ,president1 ,wizard ,foot ,appliance ,co4 ,,charles ,a4 ,,reynolds1 ,president1 ,keystone ,leather ,co4 ,,fred ,b4 ,,rice1 ,vice ,president1 ,rice ,hutchins1 ,inc4 ,,hollis ,b4 ,,scates1 ,shoe ,division ,manager1 ,william ,filene's ,sons ,co4 ,,mark ,w4 ,,selby1 ,vice ,president and ,secretary1 ,selby ,shoe ,co4 ,f4 ,w4 ,,small1 ,manager ,shoe ,dept41 ,gilchrist ,co4 ,s4 ,g4 ,,spitzer1 ,manager ,shoe ,dept41 ,s4 ,kann ,sons ,co4 ,,fred ,w4 ,,stanton1 ,secretary1 ,national ,shoe ,travelers' ,association ,,frank ,h4 ,,stelling1 ,stelling-,nickerson ,shoe ,co4 ,e4 ,h4 ,,stetson1 ,president1 ,stetson ,shoe ,co4 ,,james ,h4 ,,stone1 ,editor1 ,the ,shoe ,retailer4 ,e4 ,b4 ,,terhune1 ,treasurer and ,general ,manager1 ,boot and ,shoe ,recorder4 ,,george ,a4 ,,volk1 ,firm member1 ,volk ,bros4 ,co4 ,j4 ,m4 ,,watson1 ,president1 ,guarantee ,shoe ,co4 ,r4 ,r4 ,,wilkinson1 ,shoe ,buyer1 ,cohen ,brothers4 ,w4 ,w4 ,,willson1 ,store ,sales ,manager1 ,rice ,hutchins1 ,inc4 ,e4 ,t4 ,,wright1 ,treasurer1 ,e4 ,t4 ,wright ,co4 ,,retail ,,shoe ,,salesmanship ,,by ,,george ,f4 ,,hamilton ,,managing ,,editor1 ,,retail ,,shoe ,,salesmen',s ,,institute ,,formerly ,,associate ,,editor1 ,,alexander ,,hamilton ,,institute2 ,,formerly ,,lecturer ,,in ,,finance1 ,,brown ,,university ,,in ,,collaboration ,,with ,frank ,butterworth1 ,store ,sales ,manager1 ,regal ,shoe ,co4 ,h4 ,t4 ,conner1 ,vice-,president1 ,george ,e4 ,keith ,stores ,co4 ,a4 ,h4 ,geuting1 ,dealer1 ,ex-,pres41 ,national ,shoe ,retailers' ,ass'n4 ,a4 ,v4 ,holbrook1 ,president1 ,a4 ,v4 ,holbrook ,bootery ,co4 ,allen ,h4 ,meadors1 ,partner1 ,john ,a4 ,meadors ,sons ,hollis ,b4 ,scates1 ,shoe ,division ,manager1 ,william ,filene's ,sons ,co4 ,f4 ,w4 ,small1 ,shoe ,department ,manager1 ,gilchrist ,co4 ,j4 ,m4 ,watson1 ,president1 ,guarantee ,shoe ,co4 ,r4 ,r4 ,wilkinson1 ,shoe ,buyer1 ,cohen ,bros4 ,w4 ,w4 ,willson1 ,manager ,retail ,stores1 ,rice ,hutchins1 ,inc4 ,,volume #a ,,constituting ,,part ,,of ,,the ,,training ,,course ,,for ,,retail ,,shoe ,,salesmen ,,retail ,,shoe ,,salesmen',s ,,institute ,,boston ,,copyright1 #aibj1 ,,by ,,retail ,,shoe ,,salesmen',s ,,institute ,all rights reserved ,made in ,u4,s4,a4 ---------------------------------------- -------------------------------- ,,preface ,in the preparation of this volume the plan has been to present the principles of shoe salesmanship--not an abstract or generalized treatment but a specific statement of the principles as they apply directly to the daily efforts of the retail shoe salesman4 ,throughout1 the author's purpose has been to emphasize the fact that true salesmanship is an effort of brains rather than one of physical endeavor or rule-of-thumb methods4 ,it is recognized that preparation for success in selling must commence within the man himself and that only as he improves himself will he be able to communicate a higher quality of service to his customer4 ,realizing this1 the chief stress in the first four chapters of the volume is placed on those important qualities that have to do with the man's responsibility to himself4 ,mainly these are considerations bearing on the proper care and development of the body and1 what is still more essential1 the proper mental attitude of the man toward his present job and future development4 ,this having been accomplished the salesman is ready to consider his further growth1 which comes through a better understanding of his relation and responsibility to others--the customer and the employer4 ,it is on these facts that the main stress is laid throughout the later chapters4 ,acknowledgment is gratefully made to the following shoe men for their valuable suggestions1 based upon years of successful selling experience3 ,james ,m4 ,borland1 ,george ,f4 ,breck1 ,r4 ,e4 ,caradine1 ,herbert ,e4 ,currier1 ,r4 ,c4 ,hearne1 ,j4 ,f4 ,knowles1 ,w4 ,e4 ,mc,ilhenny1 ,h4 ,c4 ,mc,laughlin1 ,thomas ,b4 ,meath1 ,a4 ,e4 ,oldaker1 ,joseph ,e4 ,palmer1 ,a4 ,e4 ,pitts1 ,john ,f4 ,reedy1 ,sydney ,stokes4 ,,george ,f4 ,,hamilton ,,table ,,of ,,contents ,,chapter ,i ,,page ,,the ,,field ,,of ,,retail ,,selling #a-h ,purpose of the ,course2 ,the ,plan2 ,how to ,read2 ,the ,science of ,business2 ,the ,salesman's ,place2 ,retail ,shoe ,selling4 ,,chapter ,,ii ,,relation ,,of ,,the ,,man ,,to ,,his ,,job #i-bb ,service2 ,self ,analysis2 ,confidence2 ,character2 ,personality2 ,carving ,out a ,career2 ,co-operation2 ,success the ,reward of ,merit2 ,the ,price of ,success4 ,,chapter ,,iii ,,health ,,an ,,important ,,factor #bc-ch ,joy of a ,healthy ,body2 ,keeping 8,fit0 for ,business2 ,food2 ,fresh ,air2 ,sleep2 ,learn to ,play2 ,care of the ,body2 ,work and ,play for the ,mind2 ,nerves2 ,personal ,appearance2 ,the ,knack of ,being ,well ,dressed4 ,,chapter ,,iv ,,enthusiasm ,,with ,,honesty #ci-ee ,getting 8,life0 ,into the ,sale2 ,advertising to ,focus the ,customer's ,enthusiasm2 ,what is ,enthusiasm82 ,keeping ,up ,steam2 ,make the ,first ,sale to ,yourself2 ,the ,future a ,reflection of 8,to-,days02 ,honesty2 ,danger of ,over-,enthusiasm2 ,promises4 ,,chapter ,v ,,the ,,customer ,,as ,,the ,,salesman',s ,,guest #ef-ge ,the ,human ,heart ,throb2 ,greeting the ,customer2 ,remembering the ,name2 ,no ,geography in ,service2 ,familiarity2 ,meeting ,him ,face to ,face2 ,side ,chatter2 ,painful ,silence2 ,customer ,concentration2 ,talking in ,terms of 8,you02 ,stick to the ,sale2 ,talking in ,positive ,terms2 ,don't ,argue2 8,war-,time ,portions0 ,out of ,date4 ,,chapter ,,vi ,,taking ,,an ,,interest ,,in ,,the ,,customer #gf-ie ,are ,you ,selling or ,is ,he ,buying82 ,getting ,his ,interest2 ,points of ,contact2 ,handling the ,goods2 ,appropriate ,selling ,talk2 ,suggestion2 ,studying the ,customer2 ,discrimination ,among ,customers2 ,interruptions4 ,,chapter ,,vii ,,different ,,types ,,of ,,customers #if-aji ,variety ,among ,people2 ,human ,nature2 ,tuning-,up to the ,customer2 ,children2 ,talkative ,people2 ,practical2 ,silent2 ,unpleasant or ,grouchy2 ,elderly ,person or ,invalid4 ,,chapter ,,viii ,,different ,,types ,,of ,,customers 7,continued7 #aaj-abb ,in a ,hurry2 8,only ,looking02 ,undecided2 ,two ,friends ,together2 ,ignorant and ,poor2 ,style ,regardless of ,price2 ,actual or ,assumed ,foot ,troubles4 ,,chapter ,,ix ,,showing ,,the ,,goods #abc-adb ,freshen-,up the ,selling ,talk2 ,the ,outsider's ,point of ,view2 ,getting ,under-,way in the ,sale2 ,style ,not in ,stock2 8,just as ,good02 ,selecting the ,stock2 ,don't ,concentrate on ,one ,line2 ,showing ,more ,goods2 ,customer ,who ,does ,not ,buy4 ,,chapter ,x ,,knowledge ,,of ,,the ,,stock #adc-aei 8,these are ,better02 ,study of the ,stock2 ,styles2 ,stock ,arrangement2 ,time ,saving2 ,keeping ,posted on ,new ,stock2 ,customers' ,criticisms2 ,stock ,turn-,over4 ,,chapter ,,xi ,,money ,,value ,,of ,,ideas #afj-agd ,getting 8,under ,his ,skin02 ,making ,two ,sales ,out of ,one2 ,advantages of an ,extra ,pair2 ,closing the ,sale in the ,store2 ,getting ,business ,from ,outside ,friends2 ,telephone ,salesmanship2 ,personal ,letter2 ,advantages of ,display ,fixtures2 ,exaggeration2 ,forced ,sales4 ,,chapter ,,xii ,,the ,,salesman',s ,,responsibility #age-aig ,selling ,p4,m4 ,goods2 ,purpose of the ,p4,m42 ,advantages2 ,disadvantages2 ,salesman's ,attitude ,toward ,p4,m4's2 ,the ,customer's ,frame of ,mind2 ,returns2 ,exchanges2 ,adjustments2 ,co-operation2 ,team ,work2 ,pulling ,together ,with the ,store ,system2 ,individual ,responsibility2 ,the ,salesman as a ,consulting ,expert2 ,conclusion4 ,,retail ,,shoe ,,salesmanship ,,chapter ,i ,,the ,,field ,,of ,,retail ,,selling ,,purpose ,,of ,,the ,,course ,the whole idea and purpose of the ,training ,course for ,retail ,shoe ,salesmen is to supply the means to increase the salesman's value4#a ,the slogan of the ,retail ,shoe ,salesmen's ,institute is the plain truth that 8,knowledge ,applied is ,power40 ,knowledge of itself is of no more value than idle steam from the teapot4 ,harness up the steam so that it may be put to work and it moves the world--it operates your factories1 lights your cities1 grows your food and keeps you warm4 ,so also with knowledge4 ,all the world's learning is worth not a dollar unless it is harnessed-up to the practical problem of everyday life4 ,footnote #a3 ,although1 throughout the ,course1 mention is often made of 8the salesman10 without reference to the saleswoman1 this is done to avoid repetition1 simply as a matter of convenience in reading4 ,this volume and all others of the ,course are designed to meet the special needs of both the retail shoe salesman and the saleswoman4 ,similarly the customer is for convenience referred to by the use of the masculine pronoun forms4 ,above all other things this ,course is practical4 ,it is the first-hand statement of the experience gathered as a result of years of effort by successful men in the shoe business4 ,it is a plain statement of principles and practices of success that have cost these men hundreds of thousands of dollars to gather in the school of practical experience4 ,this is an advanced age4 ,no longer need the man or woman of ambition grope around in the darkness to find a safe footing on which to build a career4 ,business today is a red-blooded man's game1 and success comes to those who know the rules of this game4 ,here are the rules--learn to know them4 ,,the ,,plan 8,anything that's worth having is worth working for40 ,and the happy truth is that after you get into the spirit of the game1 more than half the fun is in the working4 ,charles ,m4 ,schwab1 the great steel magnate1 said to be the greatest salesman in the world1 has made millions--more than he or his family will be able to spend in a lifetime4 ,but he is on the job every day4 ,not because he wants more money1 but because he loves the business game1 and would rather give up his millions than be put out of the game4 ,this is the spirit that wins4 ,in this ,course you have the tools with which success in your work is built4 ,that you have faith in your own ability to move up is shown in the fact that you have numbered yourself among those who are no longer satisfied to continue in the rut of routine and who have taken a firm stand to move on and up4 ,the ,training ,course is not a thing of magic1 like ,aladdin's lamp1 that had only to be rubbed to satisfy the owner's fondest desire4 ,there is no royal road to success4 ,desire1 effort1 work are the signposts that mark the upward way4 ,the ,course supplies the need of ambitious men and women who realize that success comes only as a reward of industry1 and are willing to meet it half way4 ,the course of reading is planned to continue for a period of one year1 or1 to be exact1 #dh weeks from the time of the subscriber's enrollment4 ,some will find it convenient to complete the reading within a shorter time4 ,however1 the longer period has purposely been arranged so that each reader will have plenty of time to thoroughly cover each feature of the ,course and thus to get from it the maximum benefit4 ,,how ,,to ,,read ,learn to read in terms of ideas rather than in terms of lines or pages4 ,when ,lincoln delivered his ,gettysburg ,address a great multitude1 gathered from all over the country1 was assembled before him4 ,these people had come to hear a great speech from the foremost statesman of the age4 ,such a speech1 they thought1 should call forth all his eloquence and oratory4 ,and so they were disappointed with ,lincoln's simple little talk1 that took less than five minutes to deliver4 ,in fact1 only one or two of the newspapers bothered to comment on it the next day4 ,they had calculated its value in terms of space rather than wisdom1 and had overlooked one of the finest speeches ever delivered in this or any other country4 ,in other words1 learn to read with the mind rather than the eye4 ,eight volumes make up the working basis of the ,course4 ,you have six weeks in which to read each one of these--less than five pages of reading each day4 ,learn to do this reading so that you may absorb it and make it a part of your daily working equipment4 ,it may be on the principles of selling1 or correct shoe fitting1 or on a discussion of shoe leather--whatever it is be sure you know it1 be sure it has become thoroughly soaked into your brain1 and then be sure to use it4 ,only as you apply your knowledge will you be able to turn it into dollars4 ,so begin at once4 ,,the ,,science ,,of ,,business ,once in a while you will find a man who will shy at what he calls 8theory40 ,his idea of theory is probably anything that comes from books4 ,not long ago one of these men said he didn't believe his business had lost money the previous year1 although his ledger said so4 ,however1 his creditors a little later convinced him he was bankrupt4 ,it didn't make much difference then whether or not he believed the facts or still considered them theory4 ,the law which says that an object left unsupported in the air will drop to earth is theory4 ,who cares whether the so-called 8practical man0 believes it or not--it's a fact4 ,and if he steps off the side of a ditch the natural law operates and theory proves to be a fact4 ,business today is a science4 ,it is governed by principles that are as unfailing as the sun4 ,the ,course presents the principles of scientific retail shoe selling4 ,these are the most practical things in business4 ,,the ,,salesman',s ,,place ,in the whole scheme of merchandising1 from the gathering of raw materials to the delivery of the finished article in the customer's hands1 no job is more important than that of the retail salesman4 ,his is the final effort4 ,it has been preceded by the combined labor of tens of thousands of workers and the investment of hundreds of millions of capital to furnish the means of welcoming the customer and of encouraging the sale4 ,these great expenditures of mind1 labor and money have been made to build an organisation1 to provide attractive salesrooms with all their necessary fittings1 experienced and high salaried buyers have been busy in bringing together desirable stock1 expensive advertising has been sent broadcast4 ,but what does it all amount to without the final sale8 ,it remains for the retail salesman to meet the customer face to face and upon the ability he has to move the stock is determined the success or failure of the whole undertaking4 ,this1 surely1 is a big job and it carries with it a big responsibility4 ,amid present-day competition no longer can we sit back in hopeful anticipation for the best4 ,selling is mainly a matter of brains1 and success comes in proportion to the amount of ability mixed with effort4 ,,retail ,,shoe ,,selling ,the annual shoe business of the ,united ,states is estimated at more than #a1ejj1jjj1jjj4 ,there are close on to #bej1jjj men and women engaged in the retail selling of shoes1 most of whom spend their entire effort in the work4 ,billions of invested capital is required to furnish the means of carrying on this enormous business4 ,from the standpoint of cost as well as importance as part of a man's wearing apparel the shoe ranks second only to his suit of clothes4 ,with most women this is true also4 ,no other part of a person's wardrobe1 whether it be of a man1 woman or child1 becomes so intimately associated with the senses of comfort1 self-satisfaction1 and the mild and harmless conceit of the wearer4 ,a new shoe is an event4 ,in the selection of a shirt1 a collar or a tie the main consideration is that of appearance1 and if the article proves a disappointment it goes to the scrap heap without any great money loss4 ,furthermore it has caused no actual physical discomfort4 ,but not so with the shoe4 ,a ten-dollar shoe is expected to give fifteen or twenty dollars worth of wear2 it must stand all kinds of abuse and weather2 it must look trim and neat at all times2 it must match all cuts and colors of clothing2 it must hold its shape1 and never1 never cause the wearer any pain or inconvenience4 ,that same shoe must attract the approving attention of the wearer's friends2 it must wherever worn give the sensation of snug sufficiency2 it must help the chest to expand a little with pride of possession and the shoulders to straighten up as that 8well-dressed0 feeling asserts itself4 ,every shoe salesman has noticed these things1 that spread of honest joy on the customer's face as he stands up1 stamps his foot into the shoe and strides up and down a few feet1 erect and confident1 and then reaches into his pocket for the price4 ,this1 briefly1 is what goes on in the customer's mind while he is buying a new pair of shoes4 ,it is for shoe salesman to realize that although the individual sale is only a small part of his day's work1 it is really an event in the mind of the average customer4 ,success follows in proportion to the salesman's knack in 8tuning-up0 to the customer so that both minds harmonize1 so that they mutually understand each other1 and so that the sale results in mutual satisfaction and benefit4 ,,chapter ,,ii ,,relation ,,of ,,the ,,man ,,to ,,his ,,job ,,service ,why is it that of two salesmen working together in the same store1 selling the same goods1 at the same prices and under the same conditions1 one regularly books twice as much business as the other8 8,oh well10 someone says1 8he has a following2 he has friends who come in year after year and won't buy from anyone else4 ,he knows what they want1 and all he has to do is to take the order4 ,it's a case of having them drop in his lap4 ,the other man gets only the left-overs40 8,simple enough10 he says1 but is it quite as simple as he says it is8 ,what has the one salesman to sell that the other doesn't have8 ,it is that great1 everlasting business builder--service4 ,it is the salesman's stock in trade1 the thing he has to deliver to the customer1 and the thing that stamps him either as a salesman or a mere 8order taker40 ,in the financial statement of one of the big ,new ,york stores is an item called good-will listed along with merchandise1 stocks1 cash and other property the business owns1 and this item is valued at a million dollars4 ,every successful business enjoys a certain amount of good-will that may be reduced to a basis of dollars and cents4 ,it is not unusual for a well-conducted business to have good-will actually worth several millions of dollars4 ,and this is nothing more than a trade-following the store has built up as a result of satisfactory service given to the customers in the past4 ,it is the same kind of trade-following the salesman must build up if he is steadily to increase his earnings1 and it comes only through service--through changing an occasional customer into a steady one4 ,,self-,,analysis ,considering that the salesman's work should be about ninety per cent head work and ten per cent leg work it is mighty important for him to know what there is in him 8from the neck up40 ,successful men in selling have taken time to consider these things and they have increased their earning power as a result4 ,every salesman should sit down with himself and actually study what he has to offer in the way of service to the customer4 ,without prejudice either for or against yourself take an inventory of how you measure up on the following3 ,knowledge of the business ,love for your work ,sincerity with the customer ,loyalty to the house ,effort toward improvement in the quality of service4 ,the first step toward progress is to know your strong and weak points2 to make the most of the strong ones by using them whenever possible and to build up those that are below the standard4 ,go over the list and grade yourself on the percentage basis1 from one to a hundred1 according to your honest opinion4 ,a person might rate one hundred per cent on his knowledge of the business1 but what good would it do him if he did not have tact in handling the customer8 ,he might find perhaps that he was only fifty per cent on tact4 ,that would be his cue1 to plan at once to learn how to improve his approach to the customer1 how to take advantage of suggestion rather than argument1 and how to get the customer to agree with him4 ,go right down the list1 one after another1 treat yourself fairly1 and find out just how you stand in relation to the qualities of service that make for success4 ,and remember this1 that in developing tact1 enthusiasm1 sincerity1 loyalty1 and the others1 you are not building for success as a shoe salesman alone1 but as a buyer1 manager1 owner1 and as far beyond that as you have the courage to go4 ,the qualities of success are the same whether they be for a small success or for a large one2 be sure you get them right and then go ahead4 ,unless a man can convince himself absolutely that he has in him something worth while he will never be able to get anyone else to believe it4 ,he should be so cock-sure of his own ability to move up that it will never occur to anyone to doubt it4 ,but that does not mean he should be satisfied with himself4 ,confidence is not self-satisfaction4 ,,confidence ,assuming that the salesman thoroughly knows his job and is in a position to give his customer service1 he will then have in him that air of assurance that will at once win confidence4 ,he will not1 of course1 openly 8rub it in0 on the customer and give him the feeling that his opinion counts for nothing4 ,the success of the sale depends upon the salesman's ability to make the customer feel that his opinion is of first importance1 but that in making his decision he may absolutely rely upon the value of the expert's suggestion4 ,this impression will 8get over0 only as the salesman shows a natural sense of confidence in his service to the customer4 ,on the other hand1 self-satisfaction is dangerous4 ,it is one of the chief causes that limit progress4 ,satisfaction means the taking away of the driving force of success that urges the person to do the task a little better next time4 ,there is no standing still in the shoe business1 either for the salesman1 the department head1 or the company itself4 ,the movement is either forward or backward4 ,the satisfied shoe salesman is drifting backward although he may be booking as much business this week as he did last4 ,his is a case of 8dry rot10 and it is only a matter of days before the condition will begin to show in the size of his book4 ,so do not confuse confidence with self-satisfaction4 ,one is the fountain head and dear flowing stream of life and advancement2 the other is the stagnant pool that shows on the surface its story of rot and decay4 ,,character ,the man who said1 8,i would rather be right than president10 expressed in seven short words what some other statesmen have required volumes to express--and have done it with less clearness4 ,he expressed to the world that he was a man of character and that he placed above all other things1 even the greatest honor the country can give1 the importance of holding to a principle of right he had set for himself4 ,in speaking of business character we mean the sum total of all those uplifting qualities of honesty1 ambition1 courage1 loyalty1 courtesy1 enthusiasm1 and a dozen others that go to make up the moral fiber of a man4 ,bring these all together1 or as many of them as the individual may have1 and you get a product which is that man's character4 ,there were times in the pioneer days of the ,united ,states when it was possible for a business man to 8shade0 some of his dealings and still retain his position among his associates4 ,nathaniel ,drew1 who was a financial power a few generations ago1 was one of the first men to practice stock watering4 ,driving his cattle from upper ,new ,york ,state to the wholesale market in ,new ,york ,city1 he very carefully provided that they should be given no water to drink until about ready to enter the market4 ,just before being weighed-in1 the thirsty animals were given water to their fullest desire4 ,the result was that ,drew collected on 8watered stock10 and was considered clever4 ,but those days have passed4 ,no business or any other enterprise can hope to be permanently successful unless it is built upon character4 ,time was when the traveling salesman could go out on the road with a trunk half filled with samples and the other half filled with cigars and booze4 ,but those days have passed too4 ,today1 with the traveling salesman1 it is a matter of open competition on the basis of the worth of the goods plus the service of the salesman4 ,get right on these factors that make for character--courtesy1 ambition1 honesty1 and the like4 ,only then will you naturally improve personality and become a real salesman4 ,,personality ,almost without exception a man's nationality is so clearly stamped upon his face that it cannot be mistaken4 ,just so with personality4 ,it is the outward expression of a man's or woman's innermost character4 ,sometimes we find attempts at forced personality1 but these are simply disguises and will soon be recognized4 ,counterfeits may pass for a while but they will sooner or later find their way to the scrap pile4 ,there are all kinds of personalities just as there are physical types of men4 ,there are strong and weak1 pleasing and disagreeable1 depending upon the make-up of the individual and the degree to which he has developed character4 ,to some degree at least every person forms the habit of reading the character of people with whom they come in contact4 ,a child four years old1 and much younger too1 will size-up a stranger and soon let him know what the impression has been4 ,from some stories we hear of the dog it seems that the faithful animal can1 in the twinkling of an eye1 tell even the thoughts in a man's mind4 ,a man is judged by the impression he makes when met4 ,with the shoe salesman1 in approaching the customer1 there is almost unconsciously the double 8sizing-up0 process going on4 ,the salesman will improve his selling ability by being able to size-up the customer so that he may know the likes1 dislikes and peculiarities of people upon meeting them4 ,this however1 will be discussed later4 ,here we are considering the qualities of the shoe salesman and the effect they have upon the customer4 ,although a man may not have a pleasing personality he is blessed1 at least1 to the extent that he can improve it as he can improve his muscular development4 ,notice the expression on the face of the sprinter in a hundred-yard dash4 ,every particle of determination in his whole being is expressed in the position of that lower jaw4 ,it takes the man a few seconds to cover the hundred yards1 but during that time he has summed up everything there was in him4 ,this has made an impression upon his mind and determination1 which as part of his character1 has been developed to that extent4 ,this is just a simple illustration but it shows the undying power of genuine effort4 ,recognize your shortcomings1 make some effort every day to correct them4 ,character and personality will then follow as the rainbow follows the shower4 ,,carving ,,out ,a ,,career ,in one of the art museums there is a marble carving by an artist who had a big idea that showed his faith in the great truth that we are what we make ourselves4 ,he represented a bright1 strong1 vigorous young man with a chisel in one hand and a mallet in the other1 busily engaged in carving himself out of a rough piece of marble4 ,the thought of the whole thing was that the young man's future1 or his career1 was before him1 and that the finished product would be exactly what he made it himself4 ,in relation to his courage1 his confidence and his persistence would be determined the beauty of his future4 ,the world judges and honors him on the basis of what he produces4 ,to bring the point a little closer home1 suppose ,marshall ,field1 ,john ,wanamaker or any other of the great merchants had stopped chiseling after they had become stock boys or clerks2 they never would have advanced a step higher4 ,but they did not stop1 and we give them credit for chiseling great monuments for the world4 ,,co-,,operation ,one of the great problems of the time is that of building up a true basis of co-operation or team-work among all workers connected with an organization1 and that means everyone from the youngest stock boy up to the president4 ,no business can move forward without co-operation on the part of everyone concerned any more than an army could succeed without a head or without team-work4 ,it is a well-established fact that no matter how humble or important the job1 one is as necessary for success as the other4 ,as an example1 a stock boy by placing a pair of shoes in the wrong box may be the means of losing a sale in spite of the most careful planning on the part of the store manager to have the shoe ready for the customer to buy4 ,for this reason1 all right-thinking business men recognize the fact and are willing to give the humblest worker his proportionate share of praise and profit in the success that comes from his effort4 ,,success ,,the ,,reward ,,of ,,merit ,in studying a forest it will be found that there are all kinds of trees1 big and little1 strong and mighty1 as well as the weak2 and it is just so among men and women4 ,there are those who are leaders--men who are extraordinary in character and ability1 men who have the will to strive for better things4 ,on the other hand1 there are those who are so weak that they must be cared for4 ,there are men who show neither will-power nor character4 ,every normal man1 however1 has in him the power to shape his own future4 ,it is for him to choose4 ,he will take his place according to the way he measures up to the responsibility4 ,in considering these things the question of compensation naturally comes up4 ,are we to reward every man on an equal basis regardless of his own contribution to progress8 ,the answer is emphatically--,no4 ,compensation takes two forms2 financial and honorary4 ,some men strive for both2 others for money alone and still others for the praise and respect of their fellow-men4 ,without the incentive that comes to a man when he knows that his extra effort will be rewarded by greater returns either in money or honor1 there can be no advancement4 ,james ,j4 ,hill1 the great railroad builder1 who was responsible more than any one man for developing the wild ,west of his time2 ,andrew ,carnegie1 the lad who arrived here almost penniless and later built one of the largest fortunes ever accumulated2 ,edward ,h4 ,harriman1 another railroad builder1 who overcame all sorts of physical handicaps and took his place among the men who have made ,america2 ,theodore ,roosevelt1 if you please1 who as a boy was so weak and sickly he was not expected to live1 and yet later developed into the most vigorous and powerful man in body and mind this country has produced--they all knew that success would come only as a reward of individual merit1 and they played the game to win4 ,what could have been more fatal than to have taken from these men their hope of the future8 ,to them it would have been unfair1 but to the world's progress the injustice would have been a thousand times greater4 ,no one disputes the right of every individual to stand equal with his fellow-man before the law2 which means that justice shall be equal in favor of the humble and the great4 ,but you cannot equalize ambition1 courage and ability4 ,while the humble are just as needful and important in the world's work it is necessary also to have leadership with which the less capable must co-operate to produce the best world's results4 ,the ambition of every individual in the world should be to make the most of himself1 strengthen his character day by day1 develop his ability1 and thus aim for the highest position that ,god has given him power to attain4 ,no man can be held responsible for the lowly position in which he may have been born1 but he can be held responsible for being content to stay there4 ,,the ,,price ,,of ,,success ,anthony ,h4 ,geuting1 ex-president of the ,national ,shoe ,retailers' ,association1 and one of ,philadelphia's successful merchants1 has told the story of his early start toward the position he now occupies4 ,the experience dates back about thirty-five years1 but it clearly shows that the 8going0 for the young man or woman is a great deal smoother today than it was then4 ,although ,i started on my first job at #c4ej per week1 and paid out of this #c4jj every week for board and room1 ,i was able1 when the year was around1 to show something saved4 ,ever since ,i have kept up this practice and have never spent all that ,i made2 always saving something4 ,but to do this it was necessary in the early days to practice self-denial4 ,i could not patronize pool-rooms1 theaters1 circuses and many entertainments that were calling young men away from their occupations1 and often it was with bitter regret that ,i could not take part with the other fellows4 ,the temptations were very great1 but ,i knew they could not be followed if ,i intended to succeed4 ,every man of any consequence in the world has had this same experience1 and the big1 successful business houses of today were built by men who practiced this method of self-denial1 through which they gained control over themselves4 ,they learned to say 8no10 accumulated money1 and above all1 built for character and ability4 ,i remember one winter going without an overcoat--and you can imagine when the weather was below zero1 how ,i longed for the luxurious fur coats so much in use at that time4 ,however1 ,i never felt bitter toward those who had them1 but rather ,i made up my mind that one day ,i too would own one4 ,the reader will find in himself a feeling that he is unsatisfied with his present progress in business and that his future is still to be made4 ,unless he were a man of purpose it is safe to assume that he would not be reading these pages4 ,he is unsatisfied1 and that means that no matter how well he may have done up to the present he still sees ahead something better for the future4 ,to be continually dissatisfied stamps a man as a grumbler and a perpetual grouch1 but to be unsatisfied is the mark of distinction for the man with a healthy purpose1 character and a bedrock foundation of confidence in his own ability to win4 ,,chapter ,,iii ,,health ,,an ,,important ,,factor ,,joy ,,of ,a ,,healthy ,,body ,present-day business is one of the most strenuous games we know anything about4 ,although it is true1 as already mentioned1 that good salesmanship should call for only about a tenth as much physical as mental effort1 the combination of physical1 mental and nervous application must continually be on the alert in a man or woman who is actually playing the selling game according to rules4 ,boxing1 running1 football1 tennis1 baseball1 are all forms of strenuous exercise1 but they do not call for the same endurance as the busy eight-hour day of retail selling4 ,in spite of this1 how many shoe salesmen are there who actually make it a part of the daily program to get and keep in condition for the business game8 ,during the war period1 while some of the most important problems of the country and of the world were waiting to be solved1 we would hear every once in a while of some chief executive going off to play golf or to spend three or four days on a hunting or fishing trip4 ,these things were not done because the men were more interested in golf1 hunting and fishing than they were in the problems of the day4 ,they had actually been ordered away from their desks4 ,the eye was beginning to lose its brightness1 the complexion was fading a little1 and the step1 perhaps1 was showing signs of lagging4 ,alert1 vigorous1 healthy men were needed1 who could think quickly and clearly4 ,lloyd ,george1 the ,british statesman1 made the statement that he was a union man in everything except his working hours4 ,very often he has been known to work for sixteen or twenty hours at a stretch4 ,this was possible only because he had taken the time and effort necessary to build and maintain a vigorous and healthy body4 ,there is an added joy in living that only a man in condition can appreciate4 ,,keeping 8,,fit0 ,,for ,,business ,ask any young lad to demonstrate how strong he is and he will immediately draw his arm up tightly and exhibit the knot of muscle4 ,to him that is an indication of his physical condition4 ,however1 the business man and woman must have a different standard1 and that standard is the basis on which all the parts and organs of the body work together and perform their functions4 ,what good is a finely adjusted twelve cylinder motor if the gasolene flow is choked by a bit of dirt in the supply pipe8 ,the physical machinery is exactly the same4 ,the body must be healthy both inside and out1 and to keep fit we must see that every part of the machinery is given the chance to do its work4 ,the young lady is much annoyed to find a pimple on her chin1 but to make everything all right again she puts a little white powder on it and hopes the trouble will soon clear away4 ,or if the color is gone from her cheek she might take some from a box and put it where the natural color should have been4 ,these things1 however1 can do her no good4 ,her trouble is from within and she is trying to remove the effect instead of getting at the cause4 ,put it down now as one of the first principles of health that if you have a headache or earache1 a sore throat or a corn1 that it is your notice that something needs to be fixed4 ,it isn't a prepared powder or some special kind of toothache drops you need--they simply aim to remove the effect4 ,get at the cause4 ,you probably need more exercise or a change in diet in order to get at the cause of the headache4 ,the toothache drop will not improve the condition of the tooth--it needs to be fixed4 ,the corn is crying for more room--give it a chance4 ,all of these things are warning signals sent out by nature4 ,whenever you receive a notice1 act on it promptly1 get at the cause and remove it4 ,only in this way can you keep steadily fit4 ,,food ,in considering the matter of food it is natural to associate with it the stomach4 ,too often we are likely to consider the stomach simply as a convenience to receive whatever we may feel in the humor of eating4 ,its main function1 however1 is to receive certain limited supplies of food1 properly prepared1 and to take from them the necessary elements required to sustain the body4 ,we need certain foods1 like eggs1 meat1 cheese1 beans1 to build muscle2 starchy foods1 such as bread and potatoes2 sweets1 such as those from fruits and certain vegetables1 and also smaller quantities of oils and minerals4 ,it is a good plan to so arrange the daily diet that a combination of starch1 sugar1 fats and muscle-building foods may be had4 ,most of us1 however1 do not have the time or experience necessary to analyze the food we eat to learn its construction and relative food value4 ,many excellent text books have been prepared on this subject with ready-made menus for the inexperienced4 ,the ,american ,red ,cross ,text ,book on ,home ,dietetics gives not only proper food combinations but tells how to prepare the food4 ,a copy may be found in any public library4 ,dr4 ,c4 ,f4 ,langworthy has prepared a tabulation of common foods in the five important groups4 ,for a well balanced diet1 at least one article from each group should be represented in the meals each day4 ,it is most vitally important that we see to it that whatever we do eat is thoroughly chewed4 ,if there should be a limit on the time we have for eating we could make no mistake by eating half as much and chewing it twice as well4 ,too much food1 insufficiently chewed1 can be nothing but harmful4 ,in fact1 the popular tendency is to eat too much on ,sundays and holidays4 ,this habit of forcing the stomach to work overtime on state occasions is probably responsible for most cases of indigestion4 ,eat to satisfy your hunger4 ,remember the old copy-book maxim3 8,we eat to live2 we do not live to eat40 ,for ,muscle ,for ,heat and ,energy ,for ,blood and ,for ,fat ,bone 7,protein7 7,starch7 7,sugar7 7,mineral or 7,fats7 organic acids7 ,lean meat ,bread ,syrup ,spinach ,butter ,poultry ,crackers ,honey ,peas ,cream ,fish ,macaroni ,jellies ,lettuce ,top-milk ,oysters ,rice ,dried-fruits ,potatoes ,salt pork ,eggs ,cereals ,candy ,turnips ,bacon ,nuts or some other,sugar ,apples ,chocolate form of flour etc4 etc4 etc4 ,oranges etc4 ,berries etc4 ,the stomach is a delicate instrument1 it is the center of a great many nerves1 and it operates best only when these nerves are normal4 ,excitement1 worry1 over-exertion and the like1 all have a bad effect upon the stomach4 ,under such conditions it would be better not to eat at all1 for the time being at least1 rather than to force upon the stomach a lot of food it is not in condition to digest4 ,the suggestion1 therefore1 is to choose pleasant surroundings1 free yourself of any nervous tension1 and chew thoroughly4 ,drink water4 ,it acts as a drainage system to carry off waste matter of the body1 and the more you drink the better4 ,however1 don't use it as a means of washing down the food to save the trouble of chewing it4 ,,fresh ,,air ,people sometimes have the impression that colds1 sore throat and pneumonia are associated in some way with the fresh air of out-of-doors4 ,following out the same thought they close themselves in from the outside air1 bundle up in heavy clothes1 and hope to be spared through the winter without an attack4 ,the advice of a wise physician to his patient who was continually catching cold during the cold weather1 was to take off a lot of wraps from around her neck and get out into the cold1 fresh air4 ,a draft1 that we are in the habit of fearing so much1 is simply a circulation of fresh air4 ,the reason it causes trouble is that it exposes the body when the blood circulation is not active enough to perform the extra duty required of it4 ,another physician is credited with the advice1 8,the way to avoid having colds is to get in a draft--and stay in it40 ,sometimes it is not possible to have a continuous circulation of fresh air in the shoe store or department4 ,the location may make it difficult1 or there may be an objection from some of the people present who would be unduly exposed4 ,under the circumstances it would certainly be well to make a special point of doing some extra open-air walking every day4 ,a walk of a mile or even a half mile before dinner at night will do a person more good than all the pink pills that have ever been made4 ,open the windows when you go to bed at night and let the air sweep through4 ,an extra covering will give all the protection needed4 ,during some of the really cold nights you may even need to wear a woolen cap4 ,any sort of a covering will serve the purpose1 only be sure to take advantage of the pure1 fresh air--it costs nothing but is worth much4 ,,sleep 8,to be a success a man needs just two suits--a suit of evening clothes and a suit of pajamas40 ,the man who said this probably did not have to provide for making a living4 ,his main object was evidently to have a good time1 but you will notice that he recognized the value of sleep1 even for a man who need not work4 ,eight hours of conscientious work on the part of the shoe salesman means a steady wearing away of his energy1 both mental and physical4 ,he then needs relaxation so as to check the strain2 he needs a change of surroundings--different thoughts to occupy his mind and different people to meet4 ,this should come in his hours of recreation2 but after that he needs his full measure of sleep4 ,most people should have regularly eight hours of sleep in order that they may be fully refreshed for the duties of the day to follow4 ,thomas ,a4 ,edison1 the inventor1 has been getting along with four hours' sleep and twenty hours of work for the past twenty years at least4 ,but he is the great exception that proves the rule4 ,don't try to beat ,father ,time at his own game4 ,in other words1 don't try to crowd one day's work and two days' pleasure into twenty-four hours4 ,you cannot drain out two measures of strength and expect to have enough left over to carry you through the following day4 ,throw your cares and worries to the winds when you retire4 ,forget business1 forget pleasure1 forget yourself1 and just sleep4 ,there will be time enough to consider cares tomorrow when you are refreshed1 and they won't seem half so troublesome then4 ,,learn ,,how ,,to ,,play ,for the man who has lost the knack of playing1 life becomes just drudgery2 he is then simply a work machine4 ,a good1 honest laugh is a tonic that stimulates certain organs of the body that rarely get exercise any other way4 ,business calls for a certain amount of serious consideration1 but that isn't any reason why we should overlook its pleasures and brightness4 ,there are all kinds of play4 ,it makes little difference which we choose so long as we get into the spirit of it1 change the line of thought to prevent getting 8stale0 and to develop an all-around human being4 ,some men gather canceled postage stamps or coins as hobbies2 some play golf1 others chess or billiards4 ,every person should have two or three hobbies1 the more the better1 so long as we do not let them run away with us4 ,those of us who have inside work1 and that means every shoe salesman1 should choose those hobbies that will take us out of doors as much as possible4 ,skating1 walking1 tennis1 golf1 baseball--they are all good4 ,oftentimes we think ourselves athletes when we become boxing1 baseball or football fans1 but just remember that the other fellow is getting the real fun out of it4 ,our cue is to get into the action4 ,,care ,,of ,,the ,,body ,some form of regular exercise is what we need4 ,ten minutes of arm and leg movements before an open window1 both in the morning and at night1 will do more than anything else to build a healthy body and to keep away the doctor for all time4 ,the first few days of this may seem an awful bore1 but give it a good trial and you will soon find that you get a lot of increased satisfaction out of it4 ,many excellent pamphlets on gymnastics have been prepared by experts and can be consulted at the public libraries4 ,among the most commendable of these is one issued by the government which contains the 8setting-up0 exercises used in our training camps4 ,it is called3 ,manual of ,physical ,training for use in the ,u4 ,s4 ,army1 and if it is not to be found among ,public ,documents at your library it may be bought for #ej cents from the ,superintendent of ,documents1 ,washington1 ,d4 ,c4 ,it is generally agreed that we should bathe at least twice a week in order to keep the body in best condition4 ,in warm weather more frequent baths are required4 ,perhaps best of all is a cold bath or shower every morning1 but it is not everyone that is able to do this4 ,the warm baths are essential1 however4 ,until within the past ten or fifteen years people as a rule did not fully realize how vitally important it is to keep the teeth in good condition4 ,the old idea was to allow a tooth to remain until it became necessary to have it removed4 ,today it goes without saying that the body cannot be kept well unless the teeth are kept in condition4 ,one of the manufacturers of tooth brushes tells us that 8a clean tooth never decays40 ,more than half the bills of dentists could be saved if we gave the necessary attention twice a day to our teeth4 ,doctors tell us that care at night before going to bed is even more important1 both for the teeth and for the body in general1 than the care we give the teeth in the morning4 ,,work ,,and ,,play ,,for ,,the ,,mind ,the great advantage that the human animal has over all forms of lower animals is in the matter of mind development4 ,being blessed in this way he is able1 in a large measure1 to 8work out his own salvation10 as it is sometimes expressed4 ,he is not compelled to accept as final the conditions in which he may find himself1 but may govern his career through the powers of reason1 understanding and decision that have been given him4 ,upon the extent to which he exercises and develops these powers will naturally depend the measure of his progress4 ,there is no doubt whatever that the condition of our health is to a great extent controlled by the mind4 ,the claim is made also that every condition of the body is governed by the mind2 that every form of human ailment may be prevented or cast off at the direction of the mind4 ,a great many people believe this and govern their way of living accordingly2 others accept the idea only to a limited extent4 ,for our purpose we are interested only in so far as to recognize that there is a relationship between body and mind and that we are capable of using and developing this4 ,to illustrate the effect that thought has on bodily condition1 an actual instance is told of a man who touched his hand to a pipe that he had understood to be extremely hot4 ,at once he had all the mental effect and sensation of the customary burn on his hand1 not learning until later that the pipe was actually icy cold4 ,the mind must have its work and play2 all of one and not any of the other is just as harmful for the mind as it is for the body4 ,most forms of recreation or play that serve for the body serve also for the mind4 ,however1 for a person who uses the brain steadily during business hours it is best to choose a kind of recreation that will allow the brain to rest4 ,for example1 under the circumstances1 a game of chess1 which calls for close application1 would not be so desirable a change as bowling1 basket ball or tennis4 ,the everlasting grouch is the man whose mind is running in a rut4 ,he hasn't exercised it enough or given it sufficient variety of work to do4 ,we hear of musical comedies that are recommended especially for the 8tired business man10 and that means a man who has been thinking along one line so long that he begins to grow stale4 ,what the musical show does is to give him a couple hours of absolute change1 as a result of which his mind goes through a series of gymnastics2 it gets limbered-up and the man becomes normal again4 ,everything is good in its proper proportion1 but too much work and not enough play1 or too much play and not enough work1 make a lop-sided man4 ,,nerves ,since the war we have seen all too much of 8nerve0 cases4 ,what we have come to know as 8shell shock0 is illness of the nerves1 caused1 generally1 by an over-strain they have had4 ,mild cases of 8nerves0 we all know4 ,they are the people who cannot stand to hear someone tapping on the counter with a pencil1 or who must insist that little ,jimmie stop his whistling because it upsets their nerves4 ,if these signs begin to show themselves it is time that we should begin to get more exercise1 fresh air1 and perhaps more sleep4 ,,personal ,,appearance ,everyone who has had occasion to come in contact with numbers of people of different classes1 as have all shoe salesmen1 has been impressed with the fact that men of affairs1 those who are successful and those who are most highly regarded1 are invariably well groomed4 ,they have hands that are well-kept2 not necessarily dainty1 soft hands that look as though they had never been used1 but regular man's hands capable of doing an honest day's work4 ,the nails are clipped and they are clean1 but if they shine too much we might get the impression that he spends too much time in the manicurist's chair4 ,the successful man always has clean shoes1 and of course1 a clean collar4 ,he makes a special point1 as part of his daily program1 to watch these things carefully4 ,he knows that they are important because they are noticed by everyone he meets1 and he cannot afford to run the risk of losing a point because of a false impression given by slovenly appearance4 ,we give more credit to a person of good personal appearance1 because we naturally associate the quality of their work with the kind of care they give themselves4 ,a successful business man from the ,west recently attended a play in ,new ,york in which one of the leading parts was that of a young1 aggressive business man not yet thirty years of age4 ,the part was played well2 the man was well groomed but not overdressed4 ,he looked every inch the ,american man of affairs4 ,the business man1 who happened at the time to be in ,new ,york to engage a sales manager for his company1 later remarked that the part played was the exact type of man needed in his business4 ,in other words1 he had in his mind the picture of the man needed and1 relying on his past experience1 he associated ability with the man's own respect for himself as shown by his appearance4 ,,the ,,knack ,,of ,,being ,,well ,,dressed ,to be well dressed does not necessarily mean that a person must be expensively dressed4 ,indeed1 it is by no means rare to see expensive clothes poorly chosen and poorly harmonized so as to give the effect of cheapness4 ,when we see a light checked suit matched with a flaring red tie and a yellow shirt to back it up1 although we might recognize the clothes to be of good quality1 we could not give the wearer credit for being well dressed4 ,certainly we would not give him credit for being a substantial business man4 ,business people are not expected to be fashion models4 ,a lot of frills and fancies are not part of a good business woman's outfit4 ,they are likely to become soiled or damaged during the day and will then give an impression of untidiness4 ,the combinations of black and white and other subdued colors in clothes are always good4 ,furthermore these colors are serviceable and appropriate1 in different combinations1 for both summer and winter4 ,the secret of being well dressed is to wear clothes that match or harmonize so well that no one part of the attire is conspicuous4 ,often we recognize a man to have been well dressed but cannot describe the clothes he wore4 ,the whole effect was pleasing1 his shoes were polished1 his linen clean and his suit pressed1 but the effect was one of completeness rather than of attracting attention to individual articles of clothes4 ,for most people the question of neatness in dress can be very well taken care of by a liberal use of the whisk broom and shoe brush every morning1 a clean collar daily and a suit pressing once a week4 ,,chapter ,,iv ,,enthusiasm ,,with ,,honesty ,,getting 8,,life0 ,,into ,,the ,,sale ,a successful ,new ,york sales manager1 in a recent book on salesmanship1 makes the following statement1 the truth of which every shoe salesman will at once recognize4#b ,footnote #b3 8,salesmanship and ,sales ,management10 by ,john ,g4 ,jones4 8,the old idea that anyone can sell behind a counter is fast giving way to a keen realization of the value of salesmanship in retail selling4 ,selling behind the counter is largely what the individual makes it4 ,there are those who simply supply what is asked for1 and that none too graciously2 who do not take the trouble to study the line they are selling1 and who give no thought to devising ways of increasing their sales4 ,there is1 on the other hand1 a rapidly growing class who have made it a point to become thoroughly acquainted with their goods2 who by their frankness1 courtesy and knowledge win the confidence of their customers4 8,they give timely advice to their customers1 and are able to sell a better class of goods than the customer intended to buy2 and they can close a sale when the customer is in doubt and plan methods of awakening interest in lines other than those the customer had in mind when he entered the store4 ,the demand for this latter class is so great that the larger1 more progressive retailers throughout the country are establishing training schools to develop this kind of salespeople40 ,there was a time when selling meant simply having a lot of goods on hand so that if the customer happened in he might pick out what he wanted or else decide he didn't want anything4 ,most of us still remember the old-fashioned cigar store with the wooden ,indian on guard outside the door1 and the corner drug store with a couple of mysterious-looking glass jars filled with colored water in the front window4 ,in those days we were happy to keep away from such stores except once in a while when there was a prescription to be filled or a postage stamp to be bought4 ,and the reason was that these places did not express life1 enthusiasm and interest4 ,the modern drug store1 cigar store1 and practically every other kind of store is attractive1 inviting and so filled with human buying suggestions that it is almost a general thing to come out with more than we had planned to buy4 ,human interest and service are the things that encourage business and make it prosper4 ,the most commonplace of things take on interest if the story is properly told4 ,we find full-page advertisements of a bottle of ink1 a cake of yeast and a toothbrush--the most everyday sort of things imaginable1 but although the cost of the ads4 is at least five thousand dollars for each issue of the magazine1 they draw enough business to pay for themselves4 ,the reason for this is that the story is made interesting enough so that it will be read1 certain points of advantage are brought out2 the reader then remembers that he needs1 say1 a toothbrush1 is anxious to try the one he now knows something about and--lo6 the sale is made4 ,if all this is possible in a printed story1 how much greater are the possibilities in personal selling8 ,take a cue from the ad4 man and put life into your story4 ,,advertising ,,to ,,focus ,,the ,,customer',s ,,enthusiasm ,there are many articles that can be well sold through advertising alone4 ,occasionally we find an advertising man who has such faith in advertising that he considers it to be the cure for all business ills4 ,it is a tremendous force1 but there are a great many articles1 especially those that call for spending a fair sum of money1 that must finally be sold by salesmanship--and1 of course1 shoes are included in this class4 ,certain things there are1 on the other hand1 that the customer is willing to buy simply by calling for so many of this1 that or some other article4 ,but with shoes it is different4 ,no automatic vending machine1 where the customer puts in the price1 turns the handle and receives a pair of shoes of a certain size and color1 will ever serve the purpose4 ,advertising helps the salesman but by no means does it draw from his importance4 ,if there were any doubt on this point we would have but to consider1 if it should be necessary to discontinue either personal selling or advertising1 which of the two it would be4 ,window and show case displays are very effective means of advertising that serve to focus or centralize the thought of the customer on some few styles of shoes4 ,the customer's first idea is that he wants to buy a pair of shoes4 ,whatever enthusiasm he has is spread over the whole line of shoe styles4 ,if he can see in the window or display case one style that appeals to him1 his enthusiasm and desire is centralized4 ,it is for the salesman then simply to complete the sale from that point1 provided1 of course1 that the shoe selected proves to be what is wanted4 ,newspaper advertising has the same effect4 ,it centralizes the customer's desire on the one or two styles advertised and brings the man into the store with a definite idea in mind rather than simply a vague notion4 ,the importance of the inside display case to suggest a second pair of shoes1 hosiery1 shoe dressings and the like1 should always be borne in mind4 ,the salesman does not need to rely alone on describing the article1 but he may actually show it to the customer1 thus making a positive suggestion to his mind4 ,this is mentioned here briefly in its relation to advertising but it will later be treated more fully4 ,,what ,,is ,,enthusiasm8 ,with one of the large concerns selling goods direct to the user there is a man of peculiar ability who has succeeded1 although in deciding his business problems he purposely sets aside every suggestion of enthusiasm so that his decision may not be influenced by it4 ,his whole basis of calculation is fixed on facts and figures4 ,if it is a purchase he is making the whole consideration is that of price compared with other like qualities4 ,if it is a matter of making enlargements or improvements to the factory1 the question is1 8,what will be the cost and the advantages to the business80 ,all along the line it is simply facts he accepts4 ,the personality of this man calls for comment because it is the exceptional case4 ,most normal people are governed in what they say and do by enthusiasm4 ,it is a spirit or emotion that draws men away from the humdrum of things1 shows them something better and fires them with a determination to go after it4 ,the late ,theodore ,roosevelt was one of the fine examples of men who have been fired with enthusiasm4 ,so great was his enthusiasm that when he got an idea his whole personality became ablaze until he carried out his purpose and changed the idea into a reality4 ,successful salesmen must have enthusiasm4 ,it does not necessarily need to be of a kind we see at the ball game when a player on the home team makes a home-run1 but it must be a spirit that gives the man an incentive to improve continually the quality of his service to the customer1 that aims to furnish the goods best suited to the customer's needs and means1 that builds his confidence and adds to the salesman's success4 ,,keeping ,,up ,,steam ,the manager in one of the big stores in the ,west recently made the statement that the way he and his men keep themselves up to snuff in their enthusiasm and selling effort is to begin each morning as though it were the first morning on the job1 with as many new things to learn and to do that day as there were on the first day4 ,to keep up steam means that the man should take an inventory of himself to see what progress he has made or how much better a salesman he is today than he was a week ago or a month or a year ago4 ,if he had a good book last week he should use that as a mark to shoot at this week1 rather than as a reason why he can afford to let up on his effort for a few days4 ,yesterday's record is past and so he should forget it except in so far as it may serve as a stimulus to fresh effort4 ,in speaking of 8books10 many successful retail shoe buyers and managers look upon these records of daily sales as bugbears threatening the true spirit of the shoe salesman's service4 ,no satisfactory substitute has as yet been found for the sales book1 and so the average store management has to accept the situation and make the best of it4 ,it is true that the mere fact of a book being kept has an influence on the salesman which1 if not carefully guarded against1 will result in his giving each customer a short measure of service4 ,if the mind of the clerk is on his book primarily it does not make for the best attention to the fine points of service4 ,it is a delicate question4 ,the successful salesman gives no particular thought to his book but rather devotes one hundred per cent of himself to serving his customers2 letting the book take care of itself4 ,such salesmen1 as a matter of fact1 do not need to worry about their books--they are certain to be successful4 ,it is recommended to all shoe salesmen that they devote the fullest attention to service2 knowing full well that perfection in service will certainly produce satisfied customers and increasing books4 ,to repeat1 there is no standing still2 we are either going ahead or moving backward1 and the only sure way to prevent back-sliding is to make each day count for something more than the one that preceded4 ,this is a matter of keeping up steam4 ,the position of the salesman should be somewhere between the buyer and the seller4 ,he owes it to the customer to serve his best interest2 to do everything possible to give him every advantage in the bargain4 ,on the other hand1 the salesman is the representative of the house that employs him and he is certainly expected to back it up at every turn4 ,the salesman who takes his job seriously1 and such a man is the only one who makes anything out of his job1 recognizes this responsibility at once4 ,at first there might seem to be a gap between both sides of the bargain that would make the salesman's double loyalty impossible4 ,but high class business methods of the day have brought closely together these two interests4 ,there is a mutual understanding that only as they are both well served can there be permanent satisfaction4 ,the house cannot give service if it conducts its business at a loss and the customer will not be pleased and will not continue his business unless he gets full value in what he buys4 ,when taken in this light the salesman's responsibility as the connecting link between the seller and the buyer is one of double service1 and incidentally there is a double advantage4 ,a well-served customer means a steady customer and that in turn means more business and bigger earnings for the salesman and the store4 ,no business organization would be so foolish as to hold itself out as being perfect4 ,it is operated by human beings rather than by machines1 and that implies there are always bound to be some mistakes4 ,the best the house can do is to make every effort to reduce mistakes to a minimum4 ,in quality of goods and in quality of service there is the possibility of an occasional slip-up1 and right here the salesman is called in to show his loyalty and enthusiasm in the face of what might develop to be the loss of profitable business4 ,the weak or unsteady man is bowled over in the face of opposition but the strong man is made better and stronger by it4 ,every reasonable customer is willing to accept an explanation of the true facts1 and is glad to know that he has not purposely been taken advantage of4 ,have faith in the goods and the house1 recognize the possibility of error and go out of your way to set the customer right when the 8kick0 is registered4 ,,make ,,the ,,first ,,sale ,,to ,,yourself ,three or four years ago a young man who had not had a great deal of business experience took up the selling of an electrical carpet sweeper for household use4 ,this he was to offer in a house-to-house canvas over a limited territory especially assigned to him4 ,before starting out he read all the circulars prepared by the selling department and watched demonstrations made at the office4 ,armed with his equipment and a prepared selling talk the young man started in his new field4 ,most of the women proved to be interested to get a 8close-up0 of the bagpipe1 as one of them called it1 and even listened to the selling talk1 but when it was all over--there was no sale4 ,for a week the same experience went on until finally the salesman's young wife thought she would try how it worked around the house4 ,she hitched it up and tried it on the hall rug4 ,the result was fine1 and she then tested it on the furniture1 the curtains and finally on a suit of clothes4 8,it's a wonder10 she said1 8and ,i must have one4 ,we can't afford to be without it40 ,she got it1 of course1 but the important point1 as far as we are concerned1 is that the man was given in those few minutes the best selling talk he could possibly use and the only one he ever needed from that time on4 ,the experience was the turning point in his career4 ,what could a cut-and-dry selling talk amount to as compared with the genuine enthusiasm of the man who had just installed a sweeper for his wife's own convenience8 ,he had now sold himself on the merit of his goods1 and there could be no doubt or failing in his voice when approaching the customer4 ,now he could talk in terms of facts rather than opinions4 8,but10 some shoe salesman may say1 8we don't have to demonstrate the shoe to the customer1 she knows what it is and all about it40 ,provided the salesman is simply to take the order it is true that he does not need to demonstrate or convince4 ,the genuine salesman1 however1 does more4 ,he will sell the customer the shoe she ought to have4 ,he will probably sell her a more expensive one1 or he may sell her two or three pairs1 and at the same time have her realize that she is being served best in buying them4 ,this is real salesmanship1 and it is only possible of a man who is thoroughly sold on the superior merit of his own goods and his house--who has made the first sale to himself4 ,,the ,,future ,a ,,reflection ,,of 8,,to-,,days0 8,cheer up2 better times are coming40 ,that is a cheerful tune to sing1 but it may be misleading unless we realize that it does not mean that time alone will make times better4 ,what we are today is simply a reflection of what we made ourselves during the yesterdays2 and next year we shall have to show only what we make of opportunities today4 ,none of us is in business just for a day4 ,the shoe salesman has a future which is1 first of all1 to make himself a better salesman4 ,therefore his responsibility today is to put forward everything he has in order to reach the goal he has set4 ,enthusiasm is the power needed to drive the effort day by day4 ,,honesty ,every person in business realizes that there are as many shades of honesty as there are shades of color in the rainbow4 ,sometimes we might very well be considered dishonest simply by standing by and saying nothing4 ,any misunderstanding a customer might get concerning a matter of importance connected with the sale should rightly be corrected by the salesman4 ,there is the possibility that the customer may never learn the true fact and that no harm will come as a result of an untrue statement or mistaken idea1 but the chances are the other way1 and men of experience know that the results are fatal to further satisfactory business when the fact of deception is realized4 ,business today is conducted on the basis of mutual confidence in the honor of recognized people4 ,an example of this is in connection with transactions on the stock exchanges where business running into millions of dollars every day is conducted on the basis of a spoken 8yes0 and 8no0 between men4 ,a buyer might easily claim he had not made the bargain1 and in so doing save himself sometimes thousands of dollars1 but he would sooner break his bond than break his word4 ,wholesale buying of shoes and all other merchandise is carried on in such enormous quantities that the honor system must be depended upon to a very great degree4 ,no one is more despised either in business or private life than the man whose word cannot be depended upon and he must sooner or later descend to his own level4 ,honesty in the salesman relates both to the house and to the customer4 ,any man who would stoop to stealing of stock is1 of course1 simply a plain everyday thief and the law provides for him4 ,on the other hand1 the matter of time as a thing of value is sometimes overlooked4 ,there are only a limited number of working minutes in a business day and they rank pretty high in money value4 ,they should be spent with as much care as we spend our money4 ,the customer is the man who pays the salaries4 ,without his business there could be no sales force1 no stock and no organization4 ,for that reason he deserves the best that can be given4 ,he should not be oversold nor should he be sold under a mistaken impression4 ,it may mean a little less business this time but the difference will be more than made up on the next sale4 ,,danger ,,of ,,over-,,enthusiasm ,in listening sometimes to the salesman explaining the wonderful merits of his newly discovered hair tonic1 or perhaps to the great possibilities of profits from some undeveloped copper mines in which he gives us the 8opportunity0 to buy some shares1 the one thing that impresses us above all else is the great enthusiasm of the salesman4 ,when he tells us that the tonic will grow hair on the door knob or that the quality of ore taken from the mine shows that the stock will pay a hundred per cent profit the first year1 the man is either over-enthusiastic1 if he believes what he says1 or he is just plainly dishonest4 ,from this it is clear that the dividing line between the two1 so far as the customer is concerned1 is not very sharply drawn1 and that there is a possibility of the salesman being judged as dishonest when he may be absolutely honest1 but perhaps over-enthusiastic in making the sale4 ,the goods should be sold only on the merits they have and not on the merits the customer may expect to find in them at the price he is paying4 ,the duty of the salesman under such conditions is to explain frankly that he is offering the maximum of style1 fit and quality he is able to give1 either at the stated price or from the selection he has in stock4 ,if the customer insists on better quality he will1 in most cases1 be able to raise his idea of price4 ,if the style1 fit or color is not satisfactory and there is no further selection to be offered it is better to say so frankly rather than to force on him something he does not want4 ,this does not mean1 however1 that the salesman will show his stock with the attitude of 8take it or leave it40 ,what it does mean is that he will use every effort he has to satisfy the customer by getting him to realize that what has been offered is the best that can be given1 that it is the maximum of quality and the whole range of style and fit to be had at present4 ,if1 then1 the salesman is not able to land the sale and the customer is still unsatisfied1 he should explain the facts just as they are1 with all the courtesy possible1 and put the decision up to the customer4 ,r4 ,c4 ,hearne1 buyer and manager of the ,daniels and ,fisher ,stores ,company1 ,denver1 ,colorado1 has made this important point3 8,there is as much cleverness in missing a customer as there is in selling her4 ,a customer properly missed is a future customer4 ,for instance1 a woman enters your store and you fail to sell her1 but you must not let her walk out with simply a #8good-afternoon4' ,say instead1 ',i would like to have you come in at a little later date'--mentioning the date--'when we expect to have a new line1 which ,i would like to have you inspect4' 8,this means that you have probably stamped on your customer's mind the thought that she will call at your store in the future4 ,nine times out of ten she will come back to your place of business40 ,every salesman is working to build up a following of regular customers4 ,this he can do only by changing the occasional customer or the 8looker0 into a 8regular10 and this is possible only as a result of genuine1 sympathetic service4 ,,promises ,if for any reason it is not possible to give the customer some service he asks for1 he should be given an understanding then and there rather than a promise that cannot be filled4 8,i'll see to it personally10 the salesman may say1 8that these shoes are delivered to you tomorrow40 ,he then passes along the box in the regular way4 ,it may be delayed for a day1 the customer is disappointed because he had planned to use the shoes on a special occasion1 and in turn his confidence in the salesman is lost4 ,to the salesman it was a small matter2 he took it for granted that the delivery would be made without delay1 but he did not 8see to it personally10 as he promised he would4 ,he should either have done what he promised1 or he should not have offered the service unless he could have carried out the promise as cheerfully as it was made4 ,and that1 by the way1 is the test to be made of every promise before it is given4 8,i'll let you know when the new style is received10 says the unthinking salesman1 in a moment of enthusiasm and genuine effort to serve the customer4 ,but then he promptly forgets his promise and the incident is closed4 ,with the customer1 it is different1 however4 ,she waits a reasonable time to be notified but receives no word4 ,naturally she assumes the style has not been received and1 being in need of the shoes1 she goes elsewhere and makes her purchase4 ,the sale is lost and the chances are great that her future business also will be lost1 provided she gets service in making the outside purchase4 ,taken in this light it is a pretty serious matter1 both for the salesman and the house4 ,enthusiasm is a wonderful business-building power1 but it must be sincere and it must be lasting4 ,,chapter ,v ,,the ,,customer ,,as ,,the ,,salesman',s ,,guest ,,the ,,human ,,heart ,,throb ,so far we have been considering those important matters that have to do with the salesman's relationship to himself--the responsibility he has to build for himself a healthy mind1 and business spirit4 ,we are now interested to consider his relationship to the person who supplies the power to operate the whole machinery of commerce1 who foots all the store's expenses1 and who regulates the size of the salesman's pay--the customer4 ,a man whose career as a salesman had extended over many years1 and who had been unusually successful in his work1 was once asked before a large gathering of business men to tell them what great power he considered responsible for his success in selling goods4 ,his reply was the simple and beautiful fact that he learned to love his customers4 ,what he meant1 of course1 was that he had trained himself to regard each customer and to show him the same consideration and interest as though the customer were his warmest friend4 ,mention love1 and we immediately think of ,romeo and ,juliet4 ,romeo1 with his fiery devotion1 would have made a wonderful salesman if he had applied the same enthusiasm to the commercial field4 ,the man who said he loved his customers was not some soft1 wishy-washy dreamer who gazed soulfully into his customer's eyes4 ,he was a strong1 vigorous1 man's man1 who understood enough about human nature to know that it is sympathetic interest coming from the heart that the customer wants and for which he is happy to pay4 ,he wants to feel that his request to be served will be considered by the salesman not simply as another series of mechanical motions1 but rather as an opportunity to be of genuine help4 ,,greeting ,,the ,,customer ,the kind of respect and consideration a gentleman gives to a guest in his own home is the standard by which the successful salesman measures his service to the customer4 ,there is nothing false or artificial in it2 simply a genuine effort to please4 ,when reduced to this basis the art of good salesmanship is not a series of cut-and-dry rules to tell the beginner how many steps to take forward when greeting a customer1 when to reach up to remove a box from the stock1 case1 or when and how to accept the customer's money4 ,those are simply mechanical operations and should not constitute a more important part of the sale than the arm motion of a speaker in delivering an address4 ,to the man who has his heart in his work the mechanical motions called for in conducting a sale will come as naturally as breathing4 ,in line with the thought of natural selling1 it is evident that a salesman should not rush at the customer4 ,to pass someone else who is approaching a customer with the idea of serving him means to cause resentment both in the customer's mind and in that of the fellow-worker4 ,of course1 the customer will be treated with politeness1 but this again is more of a forced expression of consideration4 ,the trick monkey that accompanies the ,italian organ grinder has been trained to take off his little red cap whenever anyone put a cent in the tin can4 ,this is a mechanical movement that might be considered politeness1 but surely it does not express any part of the salesman's responsibility in serving his customer4 ,the salesman is courteous1 which implies that there is in him a genuine regard and an honest effort to show every respect to which his customer is entitled4 ,courtesy is the habit of being polite--that means it is a natural expression and not artificial4 ,the impression made upon the customer at the time he first enters the store or department depends upon the manner in which he is received--whether his host is glad to see him or whether he seems bored by the fact that another visitor has come4 ,when he realizes that he is welcome there comes at once a warmth of friendship that removes his natural tendency to restraint4 ,the salesman's responsibility is to remove every obstacle that stands between the meeting and the final sale4 ,a cold reception will prejudice a customer against the house and the salesman4 ,therefore1 greet him cordially1 so that the sale may commence on even ground4 ,this will save both time and selling effort4 ,h4 ,t4 ,conner1 vice-president of the ,george ,e4 ,keith ,stores ,company1 believes that a natural smile on the face of the salesman as he greets the customer governs the success of the meeting4 ,he says3 8,the first duty of the salesman is to smile4 ,a great big smile always wins4 ,be good natured4 ,no matter how grouchy your customer may be you can rest assured that a pleasant word or two will set him right4 ,look your customer straight in the eye and convince him that you are at his service4 ,do this and the sale is yours4 ,never permit the grouch to get the better of your patience1 for it means lost time and ten to one you will not be any good to serve the next customer40 ,,remembering ,,the ,,name ,to know the customer's name and to greet him by name sets aside many of the first obstacles in the way of getting started with the sale4 ,by all means the art of remembering names should be cultivated4 ,george ,boldt1 who until his death a few years ago was proprietor of the ,waldorf-,astoria ,hotel in ,new ,york1 built up a fortune of millions on the strength of his great personality4 ,he recognized that men and women feel more at home1 and are also mildly flattered1 when addressed by name4 ,mr4 ,boldt made it his business to remember the names and faces of thousands of his guests1 in order that he might greet them cordially as they entered4 ,to remember all these names he followed the plan of repeating each one over and over to himself when first hearing it4 ,he pictured in his mind how the name would look when written and then associated it with the appearance1 voice and manner of the individual man or woman4 ,this required some effort1 of course1 but it is important enough to be seriously considered by everyone who is constantly serving people4 ,in ,chicago there is a woman in the shoe department of a large store who has built up a large following of customers in much the same way4 ,she has gone a step further1 however1 in that she remembers also their special preferences1 when they made the last purchase1 and1 if there are children in the family whom she has served1 she remembers also their names4 ,when we consider that her income is two or three times as great as that of other salespeople in the same department1 who will say that it isn't worth the effort8 ,,no ,,geography ,,in ,,service ,the summer resort shop requires a special style1 color or material in a shoe in order to satisfy the needs of its customers2 the professional man prefers one style above another2 the laboring man has his preference2 the ,westerner has his choice1 which is altogether different from what the city man in the ,east requires1 and so on it goes1 each man for his own needs and preferences4 ,but not so in the quality of service required by the customer4 ,human nature is the same from ,maine to ,california1 in the ditch digger and in the bank president4 ,the salesman who does not recognize the truth of this fact cannot grow4 ,the successful salesman of the ,east is also the successful man of the ,west1 the ,north and the ,south1 but the salesman of narrow vision and small purpose is a failure wherever he goes4 ,,familiarity ,a splendid thing it is1 and a mark of genuine service1 to recognize a customer1 to know his preferences and to take a personal interest in him4 ,but what a different thing it is and how important it is for the salesman to know the difference between this and forced familiarity or attempts at 8showing off40 ,the latter can do nothing but cause the customer to lose his regard and perhaps go elsewhere to be served4 ,the man of experience in business recognizes the difference and governs himself accordingly4 ,he continually bears in mind the fact that the customer has come on a business matter and that his sole interest is to be well served with the goods he needs4 ,,meeting ,,him ,,face ,,to ,,face ,without giving the matter a thought1 a salesman1 or a group of them1 may sometimes take station at the front of the store with their backs toward the door while they engage in conversation4 ,although this may seem a minor matter it is nevertheless important1 for the reason that the effect given is not good on a person entering the store4 ,a person's back suggests coldness and a spirit of unfriendliness4 ,make every effort to establish and hold the good graces of the customer--this is necessary4 ,meet your man face to face4 ,let him know you are pleased to serve him and he will be just as pleased to give you the business4 ,,side ,,chatter ,here is the experience of a man as told by him at a recent sales convention4 ,on his way to the office one morning about nine o'clock he dropped in at a nearby store to make a purchase of a pair of shoes4 ,entering1 he noticed three of the salesmen grouped around one of the display cases1 listening attentively to a member of the party who had full sway of the interest4 ,at the farther end of the store was the only other salesman on the floor1 and he was busy with the stock4 ,in relating the experience the man further mentioned that he waited for a minute or two 7which seemed to him like five or ten71 and finally turned to make his way to the door4 ,not until then1 when he was about to leave1 did one of the number break away from the group and call out1 8,something ,i can do for you80 ,under the circumstances the answer1 of course1 was 8,no10 and the door closed on a perfectly good sale that was missed4 ,this man was not a grouch by any means4 ,he was a busy business man and thought enough of his time and the day's work before him to become restless when called upon to waste his minutes when there was no occasion for it4 ,very likely the story that seemed so important to the salesmen at the time was the recital of some ordinary experience of the night before--whatever it was it was not important enough to warrant losing the man's business1 not only on that sale but ever since4 ,anyone who thinks about it for a minute will realize that idle talk on unimportant matters1 gossip1 story-telling and the like1 is just plain waste4 ,it wastes the time of the man who talks and of those who listen--and any person around cannot well help listening4 ,there are certain times in most stores and departments when trading is quiet and there is no important current work to be done4 ,this can be well used as an opportunity to get acquainted with the trade papers1 catalogs and good business books1 or to talk over with fellow-workers store problems1 experiences1 ideas1 etc4 ,then there is 8kidding0 with some other of the men or girls while waiting on a customer4 ,this is fatal4 ,as far as retaining the customer's respect and confidence is concerned the salesman might just as well tell him that he is of no importance--and that is practically what it amounts to4 ,the following is another form of side chatter to be guarded against4 ,consider what an impression this would have on you if you were in the customer's position3 ,customer3 8,do you have this same style in a vici kid80 ,clerk 7turning around73 8,hey1 ,joe--do we have this style in a vici kid80 ,joe3 8,no40 ,customer3 8,what is the price of this pair80 ,clerk 7turning around and holding shoe in the air73 8,joe1 what are we getting for these80 ,joe3 8,nine-fifty40 ,when next the customer comes in to buy1 if he does1 it is a certainty that he will either choose ,joe or someone who seemed to have some reason to be called a salesman4 ,successful selling is based on confidence4 ,anything that destroys confidence injures the salesman4 ,,painful ,,silence ,washington ,irving1 the famous ,american author1 tells of one of the early ,dutch settlers in ,new ,york who made it his special rule in public always to be silent4 ,at public gatherings he would be present but would say nothing1 and when a discussion arose he would smoke his pipe soberly and silently look on4 ,after the question had been decided and all differences of opinion had been set aside the men would turn to the silent friend and find on his face an expression that meant3 8,of course1 ,i knew the answer all the time1 but was letting you younger boys work it out for yourselves40 ,in time he came to be considered the wise man of the community4 ,but this sort of thing does not go in retail selling4 ,the customer must be made to feel comfortable and at home4 ,a man coming into the store said that he would like to look at a shoe1 size #g;,d1 the same as the one he pointed out in the window4 ,turning about1 without comment1 the salesman made his way to the rear of the store to select the shoe1 leaving the customer to look over the row of empty chairs and choose one for himself4 ,returning the salesman seated himself on the stool and1 without comment1 removed the customer's old shoe and finally1 without comment1 placed the new one on the foot1 laced it up1 and then only then did he break forth into speech with1 8,there1 how's that80 ,until then the anxious customer silently wondered whether1 perhaps1 the shoe was one he should not have asked for1 whether possibly he had selected a chair he should not have taken1 or whether it was just a case of the salesman not liking him4 ,surely he could not be expected to know whether the salesman was a silent wise man1 making an effort to please1 or just a silent man not sufficiently interested even to extend the customary courtesies4 ,a general rule on this point that will never go wrong is to say at least enough so that the customer will understand you are on his side4 ,,customer ,,concentration ,another way of expressing the idea of customer concentration is just this3 ,give the customer1 while you are serving him1 one hundred per cent of your attention1 interest1 thought and knowledge of the business4 ,any measure less than that means there will be a loss somewhere and the wise salesman will make sure it is not his loss4 ,one of the retailers with a long chain of successful stores1 in speaking of this1 brought out the distinction between classes of salespeople in this way3 8,salespersons may be divided into two classes3 those who simply wait upon the customers and those who sell and produce business4 ,the members of the first class perform their work like machines2 they sell goods asked for by customers and their chief thought is to get rid of the customer as quickly as possible1 and1 perhaps1 to get all the money from him they can4 ,they have no suggestions to make and no advice to give4 ,they know little more about the goods than the price4 8,the other class of salespersons take an interest in their customers to make them satisfied with the service given4 ,they firmly believe that a sale is not complete unless satisfaction on the part of the customer accompanies it4 ,they firmly believe in the goods they are offering and they communicate this confidence to their customers4 ,they know that a satisfied customer is a walking advertisement for their store40 ,the salesman should bear in mind that the customer is not a shoe expert1 that the person of average means does not buy a pair more than two or three times a year1 and that he actually needs helpful advice and suggestions4 ,by learning1 first of all1 just what it is the customer has in mind to buy1 the salesman1 with his knowledge of the stock and of the business1 is well able to offer a genuine service4 ,an important point is well brought out above1 that a customer1 rightly served1 is a living advertisement1 not alone for the store but also for the man who serves him4 ,,talking ,,in ,,terms ,,of 8,,you0 ,a splendid thing it is1 and a needful part of every salesman's make-up1 to have loyalty for his house and a firm conviction in its high standard of business character4 ,on the other hand1 in his relations with the customer he should always remember that there is in the customer's mind just one question and that is1 8,in what way will this thing be of benefit to me80 ,he is interested in the honesty of the house and the guarantee behind its word1 he is interested in the salesman who serves him1 he is interested in the style of the shoe1 in its fit and wearing qualities only in so far as they are to be of special benefit to himself4 ,it is for the salesman to appreciate and to take advantage of this fact in his treatment of the customer4 ,this same idea has been expressed in another way1 as follows3 8,the man who is to be a success in selling must learn to #8put the buyer in the picture4'0 ,this is just another way of saying that the salesman1 in his effort to serve1 must convince the customer1 at every turn1 of the special advantages the goods hold for him4 ,if the customer is a stout woman she is not interested to know that the shoe would look exceptionally well on a tall slender person1 nor does she care especially that there are some very nice shoes in stock at twice the price she has to spend4 ,from start to finish talk shoes for stout women of her height and around the price she has to spend1 bearing in mind1 of course1 that she may be able to increase her idea of price4 ,in selling women's suits and dresses1 and men's suits1 too1 there is a little trick of the trade to get the goods on the back of the prospective customer as soon as possible4 ,the salesperson might show the customer a fine picture of a slim young miss wearing a similar pattern of dress as the one in which the woman expressed an interest1 or the man might be shown the picture of a college boy wearing the same model as the one he inquired about1 but the experienced salesperson knows better than to waste time that way4 ,the moment he finds a suit in which the man1 for instance1 has shown an interest1 he asks him to slip on the coat 8just for the size10 and then leads him over to the mirror4 ,what he has done1 you will notice1 is to place the customer in the picture1 which is just exactly what appeals to every buyer4 ,follow this cue from the experience of the clothing salesman4 ,plan the whole effort to please the customer from the moment he enters the store until you bid him 8,good-by10 by showing him himself as the central figure in the picture4 ,,stick ,,to ,,the ,,sale ,someone has told an exaggerated yarn of a young sales clerk who had been given as a word of advice by a well-meaning salesman of more experience the suggestion that he should show a special interest in each customer1 because upon that would depend his success4 ,the first customer to approach the clerk was an old lady heavily weighted with the worries she had accumulated and nursed for almost sixty years4 ,being comfortably seated in one of the chairs her mind began its usual pastime of freshening up the worries of the past1 and the old lady became talkative4 ,determined that he would be a success as a salesman1 according to what little he had been told of it1 the clerk showed every indication of interest and sympathy--even grief as the sad story proceeded4 ,the old lady1 encouraged and comforted because she had found such a good listener1 continued on and on and on1 and as she continued her recital became more expressive and her grief more bitter4 ,at any rate the two of them enjoyed the sorrow together1 and after the lady had been partly revived with a glass of water and a large fan she was then able with assistance to reach the door and make her way homeward4 ,she had lost all thought of the sale and had wasted an hour of her own time and the clerk's4 ,the trouble here was that in his effort to follow instructions the clerk had allowed himself to lose sight of the fact that he was selling shoes and not sympathy4 ,certain types of good customers there are who like to talk4 ,the experienced salesman learns the knack of listening without encouraging a long yarn that will take his time and prevent him from serving the next waiting customer4 ,as with the customer so with the salesman there is sometimes a tendency to drift to things that have no relation to the sale he is trying to make4 ,remember that the sale is a courteous business transaction and not a social visit4 ,stick to the sale and make it pleasant business from start to finish4 ,,talking ,,in ,,positive ,,terms 8,you wouldn't want a nice pair of canvas shoes1 would you80 ventured the clerk4 ,and the answer suggested to the customer was1 8,no1 thank you40 ,the salesman is not interested in knowing what the customer may not want and it certainly is not part of his job to suggest 8,no0 to the customer4 ,consider the effect on the customer's mind of the same idea expressed in positive terms rather than negative4 8,we have just received some new styles of pretty canvas shoes that ,i know you will be glad to see10 and then the salesman is on his way to produce a pair4 ,when put in some such positive form there is less than one chance in ten that the customer will not remain and be well pleased to look at the shoes4 ,then a new sale begins from that point on4 8,you did not ask for tan shoes2 you asked for black10 says the inexperienced salesman4 ,although what he says is absolutely true1 it is bound to set up in the mind of the customer a feeling of antagonism which will have to be overcome later before the clerk can number this man among his friendly customers4 ,anything that suggests a negative thought in the customer's mind must be faithfully avoided4 ,it is bound to kill confidence and enthusiasm4 8,don't you like that style8 ,why not80 ,the reaction on the customer's mind as a result of that question will probably be that he did not come in to explain his preference in style but to buy himself a pair of shoes4 ,take advantage of the point he has made1 that he does not care for the style4 ,it is evident that you have misjudged his taste4 ,make a positive suggestion out of it by letting him understand that you are interested to know first how the shoe is for fit and that you have a different style that you believe will meet his ideas on appearance and quality4 ,to ask a customer 8,what size do you wear80 might give him the impression that the salesman does not know his business4 ,if he is the kind of man who keeps those things in his head1 he will probably mention the size by the time the shoe is removed from the foot4 ,if he does not1 the experienced salesman will carefully use his measuring stick and then confidently start off for the stock4 ,there are1 in fact1 some stores that have established a special rule among the salesmen that the old shoe is not to be referred to for size1 but that the measuring stick is to be used at once4 ,to repeat for emphasis3 ,most men do not buy shoes often enough to remember all the details of size1 style1 materials and the like4 ,they are not experts but come to the salesman to receive expert service4 ,,don',t ,,argue ,following the thought of suggesting only positive ideas is the important point to avoid argument with the customer4 ,argument is negative1 and does not serve to get the customer in a buying frame of mind4 ,he may make some statement that is absolutely without foundation concerning quality1 make or price4 ,whatever it may be the salesman can do nothing better to strengthen himself and the reputation of his goods than to give the customer the true facts in the form of confident suggestions rather than sledge-hammer blows of argument4 ,for example3 8,there is no occasion for these present high prices of shoes4 ,the manufacturers and the dealers are simply taking advantage of conditions to make big profits10 says the customer4 8,yes1 the prices certainly are higher than those we have been accustomed to lately10 says the salesman1 agreeing but preparing the customer to accept the facts1 8but when we consider that the price of hides and skins has advanced anywhere from two hundred to five hundred per cent1 due to scarcity1 and that labor costs are close on to seventy-five per cent higher than they were a short time ago0--and the salesman need not go further in most cases4 ,he has 8let the customer down easy0 and at the same time given him the facts4 ,the result is a better understanding of the true conditions and a higher regard for the salesman's ability4 ,it distresses any man to have himself brought face to face with the fact that his statement is without foundation4 ,the salesman should plan1 as in this instance1 to offer his facts so skillfully that the customer will not recognize that he is being convinced of his error4 ,concerning the goods of competitors1 the salesman in most instances will find it best1 by all means1 to make no effort to go into the relative merits of quality1 style1 fit1 business policy or any other such questions4 ,he is not in business to advertise his competitors1 and therefore the more he leaves them in the background of the picture the greater will be his success in selling his own line4 ,this point is treated more fully in the chapter on 8,showing the ,goods40 ,,war-,,time ,,portions ,,out ,,of ,,date ,during the war period everyone learned to accept gladly war-time portions1 of food especially1 and also to a great extent1 war-time portions of service4 ,that term 8war-time0 meant to us just a little bit less or just a little lower quality than what we had been accustomed to and what we needed in order to be perfectly content4 ,although a salesman may be busy and have several customers waiting to be served1 there is no need for him to render war-time service4 ,a few words of explanation to the customer the moment he or she enters the store will bridge over the delay caused by the salesman's inability to give instant service4 ,courtesy and consideration of the customer's needs does not1 as a rule1 require more time than slip-shod service and the delay caused by it4 ,as already mentioned1 the general run of men and women come to the store on a matter of business and they do not have any special desire to remain any longer than necessary to get well served in their requirements4 ,a full measure of service1 then1 is the just dessert of every customer4 ,it pays dividends for the store and increases the salesman's salary4 ,,chapter ,,vi ,,taking ,,an ,,interest ,,in ,,the ,,customer ,,are ,,you ,,selling ,,or ,,is ,,he ,,buying8 ,when in #aiag the annual convention of the ,national ,shoe ,retailers ,association was held in ,chicago an incident occurred which1 although small in itself1 emphasized one of the very important principles of selling4 ,owing to some confusion in the cloak room of the auditorium in which the convention was being held1 two of the members of the association1 both retail dealers1 were unable to secure their hats and were thus under the necessity of making an immediate purchase4 ,they entered one of the nearby stores1 naturally somewhat embarrassed at being without hats1 mentioned the conditions briefly to the clerk and asked to be fitted4 ,it should be borne in mind1 of course1 that these two gentlemen1 although experienced shoe dealers1 did not know any more about the subject of hats than the average customer knows about the subject of shoes4 ,the sales clerk1 without showing any interest or consideration at the embarrassment of his customers1 responded with the question1 8,what kind of a hat do you want80 ,after a minute's thought they both decided that it had better be a soft felt hat4 ,this was followed with the second question1 8,what size do you wear80 ,neither of the unfortunate customers could recall the size of the hat he had been wearing and was unable to fall back upon the usual custom of referring to the size mark in the old hat4 ,this meant another slight annoyance and delay in trying on several hats before the clerk was able to learn the sizes4 ,after hunting the stock awhile1 the clerk at last produced one or two styles of narrow brimmed felt hats which proved entirely unsuited to the customers1 who were both rather tall and heavy4 ,evidently here was a man who did not know his job4 ,finally taking the matter into their own hands1 the two men decided they would content themselves with caps until they could find a salesman who could give them help in deciding what they should wear4 ,the purchase was made and the price paid1 but it is evident that the clerk could not be considered to have sold his customers4 ,from start to finish these men were buying1 and the clerk proved to be more of a hindrance than a help4 ,in retail shoe selling it would be rare indeed to find in one sale so many features of poor salesmanship1 but it is clear1 of course1 that the presence of any one of them would operate to reduce the customer's confidence and satisfaction4 ,from the shoe salesman's own experience he would have realized at once the desirability of greeting the customers cheerfully and of showing an interest in an unusual experience that brought the men in from the street bareheaded4 ,he would not have asked a blunt question concerning the kind of hat desired but would1 at a moment's glance1 have recognized his customers as business men1 would have taken notice of the quality and color of their suits1 and then would have made some such positive suggestion as1 8,i have here a nice felt hat that will look well on you40 ,he would have known immediately that a large man would require a hat with either a medium or wide brim4 ,and although he had not been told the hat size he would have known enough about his business to know that men of this size would not wear less than a size seven4 ,he would have brought that size1 or perhaps one larger1 and would have handed it to the customer with the remark1 8,i believe this will serve you for size40 ,all these things would have been genuine selling effort4 ,in the case mentioned the men were well able to buy the best hat in the house1 and two hats at eight or ten dollars apiece would have been more easily sold than the caps at two-fifty were bought4 ,between the two there is as much difference as there is between day and night4 ,one is bright1 cheerful1 intelligent2 the other nothing more than a vague1 half-hearted burlesque of selling4 ,,getting ,,his ,,interest ,for the purpose of analyzing a sale and in order to show just what are the points to be considered1 the selling process may be represented by four steps leading upward to the final sale1 as follows3 ,action--,the ,sale ,creating ,desire ,building ,interest ,attracting ,attention ,the theory of selling is based on the idea that before it is possible to proceed with any attempt to sell it is necessary first to get the prospective customer to transfer his attention from other things and to apply it to the article to be sold4 ,while walking along the street our main attention and interest may be on those things immediately around us4 ,if suddenly we hear the hum of a motor from above we at once think of flying and our attention is transferred to the aeroplane passing overhead4 ,the means of attracting our attention was the hum of the motor or perhaps the action of the people around us4 ,in retail selling the matter of attracting attention is to some extent1 but not all by any means1 taken care of by newspaper advertising1 window and store displays1 the customer's acquaintance with the store1 and the like4 ,it is for the salesman1 however1 if he is to sell rather than simply to take orders1 to guide the customer's attention and build a genuine interest in the goods2 to sell so that the customer will listen and respond to his selling talk1 examine the goods and agree perhaps to try them on4 ,these things show interest4 ,however1 interest alone does not sell4 ,we may be interested to examine a ,german fighting tank brought over for exhibition1 but that in itself does not create in us any desire to own one4 ,the effort of the young man to sell the electric carpet sweeper1 already mentioned1 caused interest on the part of the housewives1 but the action stopped there4 ,he was at first unable to create desire and as a result there was no sale4 ,it is for the salesman to so plan his effort that the customer will get from it a desire to own the goods4 ,assume1 for example1 that the customer has bought one pair of shoes and that you have been able to get his interest in a pair of patent leather pumps which he is now examining4 ,up to this point it may be he is examining them only because they are a fine piece of workmanship1 as he might examine an exhibit in the art museum4 ,however1 that in itself does not make sales or profits4 ,it is for the salesman now to create a desire in the customer to add that pair of pumps to his wardrobe4 ,the final stage of the sale is that of stimulating the buying action in the customer2 to assist him to the decision that he needs the goods and that his desire to have them is greater than his desire to retain the money4 ,in the present chapter we are to consider the matter of attracting the customer's attention and of building his interest in the goods4 ,later the important points of creating desire and of stimulating action will be taken up4 ,,points ,,of ,,contact ,the electric power to illuminate the store or home is controlled by switches which serve to bring together or to separate the points of contact4 ,when the switch is thrown on the effect is one of bringing together of the points of contact4 ,as a result there is action2 the circuit is completed and light is produced4 ,the first stages of the sale may be likened to the action of the electric switch4 ,if attention and interest in the goods are properly guided by the salesman they will without exception lead up to the action of buying on the part of the customer4 ,a great point of importance is that of listening attentively to the customer's first remarks4 ,upon this may often depend the whole success of the effort4 ,if a woman calls for something new that is at once a means of establishing a point of contact on the basis of style4 ,talk style and show the latest patterns and at once you have fixed her attention and interest4 ,if1 in a certain shoe offered she should compliment the heel but not quite approve of the color1 you have here a suggestion for further effort4 ,concentrate on the heel and any other features that may have appealed to her and use this as the means of establishing the contact4 ,concentrate on the strong points2 speak of the specially designed arch and of the beauty it gives the general appearance of the whole shoe4 ,this certainly does not mean to overstate any facts but it does mean to make use of those intimations of preference that the customer expresses to focus interest and to advance the sale4 ,if a customer mentions the quality of strength in calling for a shoe1 it is safe to assume that wearing quality rather than style is the special feature that will appeal to him4 ,his appearance will usually indicate the quality of shoe desired4 ,work with him on the matter of quality1 select the stock with that in mind principally and style only as a second consideration4 ,most parents in buying children's shoes have foremost in mind the important matter of getting a shoe that will allow freedom of movement and natural growth of the feet4 ,perhaps in the first sentence spoken some intimation of this will be made4 ,take advantage of it and use it4 ,remember that it is the element of comfort the customer wants and that the sale will progress with greater satisfaction all around according to the salesman's ability to understand what is wanted1 and to deliver it4 ,,handling ,,the ,,goods ,the customer's interest in the goods and also his desire of ownership is influenced more than many salesmen realize by the way in which the goods are handled4 ,a young clerk with more spirit than experience1 in bringing a pair of satin slippers to the chair where his customer was seated1 allowed them to swing arm's length at his side as he approached her4 ,this she noticed1 and an impression of slip-shod handling was suggested4 ,although the slippers were fresh stock1 taken from the box just a moment before1 the customer insisted that they had the appearance of being handled and requested another pair4 ,in her mind1 ruffled appearance was associated with the manner in which she had seen the shoe handled by the clerk4 ,the expert diamond salesman handles a stone with all the tenderness and care of a mother with her child2 not because the diamond means more to that salesman than the shoe does to the shoe salesman1 but because he understands human nature enough to realize that only in so far as he shows an interest in the stone can he hope to have the customer do so4 ,if he slid the stone across the counter the sale would suffer4 ,if he should drop it in taking it out of the case the sale would likely be lost4 ,the point to bear in mind in this connection is that the salesman is asking the customer to make the goods his own4 ,a dainty silk or satin slipper should be handled daintily by the salesman2 with just as much care as the owner would give it upon using it the first time4 ,on the other hand1 a strong1 heavy outing shoe might be slapped firmly upon the palm of the salesman's hand4 ,the heavy sound in this instance might be expected to give the impression of strength and lasting qualities4 ,all of these things1 although small in themselves1 play an important part in bringing up the customer's attention and interest to the point of desire4 ,,appropriate ,,selling ,,talk 8,something for you1 mister80 as a part of the selling talk1 is many times worse than absolute silence4 ,it is bad because it is as ancient1 tattered and torn as the 8little old red shawl0 itself4 ,it stamps the salesman as being without any originality and it is likely also to bore the customer4 ,take it for granted that he wants something or else he would not be in the store4 ,jump right into business and at the same time get the customer on your side4 ,anything original such as1 8,may ,i serve you80 or some variation1 is good4 ,perhaps as good as anything else is a smile and a cheerful 8,good morning0 or 8,good afternoon40 ,the expressions 8,lady10 and 8,mister10 have been tabooed for generations2 they might serve all right for a peanut stand but not in a high-class shoe store or department4 8,madam0 and 8,sir0 are dignified and are greatly to be preferred4 ,the customer is always glad to see a sign of intelligent interest concerning himself4 ,if the salesman notices that the shoe just removed has been bought from his house or if he recognizes the customer1 it is always good to ask with courtesy whether the shoe removed has given satisfactory service4 ,in most instances it is safe1 of course1 to assume that the shoe has1 or else the customer would not have returned4 ,on the other hand1 there is the possibility of some dissatisfaction1 and in that case it is well to know the facts4 ,among inexperienced salesmen there is the danger of laying too much emphasis in the selling talk upon the price--in other words1 making it a matter of selling prices rather than merchandise and service4 ,the customer has come to buy shoes2 price is an important consideration with him in all probability1 but it is quality1 style and fit that will determine his satisfaction4 ,if the salesman will devote himself especially to these things1 if he can assure his customer that the goods are what he wants and that they will give him service1 the matter of price will1 in most instances1 be secondary4 ,the slogan of a ,new ,york retail house is that 8,the quality will be remembered long after the price is forgotten40 ,there is a great deal expressed in this from the standpoint of good merchandising4 ,the salesman can do no better than to make his appeal on the same basis4 ,limit the number of questions directed to the customer4 ,as mentioned before1 the customer may resent questions because of a feeling that he came to be served rather than to be subjected to questioning4 ,the sale will proceed more smoothly if the salesman takes for granted that certain minor points are satisfactory unless the customer makes some mention of them to the contrary4 ,if nothing is said concerning color1 style of heel1 quality or kind of leather1 it is a great deal better to assume the customer's satisfaction4 ,to bring them up specifically with a direct question means that an entirely new train of thought is started in the customer's mind1 that he is required to make another decision and that he will be hindered by confusion of thoughts in coming to his main decision to buy4 ,repetition of some point of special importance that may have slipped the customer's mind is an effective means to stimulate a decision4 ,great care should be used in doing this because repetition of any point of small importance will produce the effect of annoyance4 ,if used at all1 let it be only on some point of importance on which the customer has shown interest or concern4 ,,suggestion ,the operation of the human mind in getting started on a train of thought has been compared with that of a trolley car or automobile in getting started from the condition of rest4 ,it is not possible to apply the full power at once and to get an immediate operation of the car at full speed ahead4 ,the power when increased gradually builds up the speed1 and the forward motion goes on so naturally that it becomes almost unnoticeable4 ,it is said that the human mind operates much the same when given an idea in the form of a suggestion4 ,to the shoe salesman this means that there must be only a limited number of suggestions presented and that these should be offered one after another only as the mind has time to get started and under motion on the one preceding4 ,to make this more concrete1 it may be assumed that the salesman has offered his customer a certain style of shoe1 that he has told the chief points concerning it1 and that the customer has made no reply4 ,should the salesman at once produce another shoe and begin his talk concerning it1 the customer would become confused and be further away from a decision than he was with only one pair to consider4 ,only after it is clear that the first shoe is not the one wanted1 or at the customer's special request1 should others be offered4 ,give the customer's mind a chance to get accustomed to the suggestions already offered4 ,all suggestions made should be of a positive nature4 ,their purpose is to assist the customer to a decision4 ,the following illustration is given to show the effect of a negative suggestion3 ,the attention of a physician was attracted the other day by a shoe he noticed in the window of one of the city stores4 ,going in1 he said to the clerk3 8,i'd like to see some of the styles you are showing in the line of ,oxfords for summer4 ,i don't want to try on a pair just now1 but ,i would like to have you show me three or four styles40 8,well10 said the clerk1 8we haven't very many ,oxfords in stock just yet4 ,most of the styles that we will carry this summer are shown in the window4 ,you can go out and look at them40 ,the customer did go out--and didn't come back4 ,the suggestion of being too anxious to make a sale causes the customer to be skeptical4 ,he will either question the quality of the goods being shown or the ability of the salesman to give him dependable service4 ,the salesman's effort1 to be more effective1 should be so natural that it does not occur to the customer that he is being led to a decision4 ,the interpretation that a great actor gives to a part he is playing is so natural that his audience loses sight of the fact that there is effort1 and actually moves along in the part with the actor4 ,nervous hurrying as shown by quick1 excited movements causes uneasiness to the customer4 ,there is the danger of having this shown when there are several customers waiting to be served4 ,however1 the effect produced by excited hurrying is that of confusion in the customer's mind4 ,his decision is reached less easily under such circumstances4 ,the salesman is thus unable to accomplish as much as he would under an even1 steady pace4 ,the brisk1 snappy movement of enthusiasm is not to be confused with that of excitement4 ,the former is a thing to cultivate4 ,it represents the spirit of the times4 ,it wins the customer's respect and saves his time as well as that of the salesman4 ,,studying ,,the ,,customer ,h4 ,b4 ,scates1 shoe buyer and division manager for ,william ,filene's ,sons ,company1 ,boston1 mentions an incident that brings out clearly the basis of service and the relationship that should exist in the mind of the salesman in his selling effort4 ,mr4 ,scates1 in a series of talks1 had been speaking to some of the salespeople on the advisability of studying and understanding the customer so as to establish a better working basis of service4 ,after one of these talks had been completed one of the young ladies spoke to ,mr4 ,scates1 explaining that there were a number of things she did not understand and asked if he could explain them in direct relation to her everyday work4 ,this gave him the cue as to where he had been wrong and he sat down with this girl and had the following conversation with her3 8,your married sister buys her children's shoes from you1 doesn't she80 he asked4 8,yes40 8,how do you go about to sell her80 8,well1 of course1 ,i know about what kind of shoes she wants1 how much she can afford to spend1 and after ,i find out just what she wants the shoes for1 dress or everyday wear1 ,i show her the kinds we have that she ought to buy40 8,what do you mean by the kind she ought to buy10 he then asked4 8,well1 you know we have some kinds of dress shoes that are perishable and really not economical1 and we have some everyday shoes that will wear longer than others1 and ,i always tell her about these things and advise her how to get the most for her money40 8,now10 he said1 8you have told me how to be a good salesperson1 instead of having me tell you4 ,and ,i will carry the idea a little further for you4 ,in case of your sister1 you tell the truth about the merchandise1 you show a genuine interest1 you take real pleasure in handling and fitting the youngster because she is your little niece1 and you have given them #ajj per cent of real service and the benefit of all you know about shoes and our particular stock4 8,treat every customer with the same interest as you would your own intimate friends1 and you can't lose40 ,there is a big thought expressed in what ,mr4 ,scates has said4 ,the matter of studying the customer is not a cold1 calculating process but one of human friendliness4 ,the effort to please that a person makes in serving an intimate friend is not forced and unnatural1 but a genuine1 whole-hearted desire to be of assistance4 ,to that extent each customer should be considered by the salesman as an intimate friend and should be served accordingly4 ,in selling to a steady customer there is a special advantage in that the salesman knows the man he is serving1 his preferences and also something of his price limitations4 ,with the new customer a very good indication is in the person's appearance1 although there are exceptions to this rule1 as will be pointed out4 ,the man or woman who is simply and neatly dressed will probably not be interested in the extremes of style4 ,a fair indication may be had also from the quality of the clothes and especially the quality of the shoe that is being worn4 ,it is safe in many instances to show something of slightly better quality on the assumption that the customer is not wearing the best he has1 or perhaps1 that he is more prosperous now than he was when he made the last purchase4 ,at any rate1 it is better to come down on the quality of shoe offered than to have the customer request that he be shown something better4 ,a customer1 man or woman1 dressed in the extreme of style will almost invariably expect to be served with footwear of the same general nature4 ,such a person will require a change of style from that last purchased or from the one he or she is wearing4 ,any attempt to fix a general rule on this point would be difficult1 except to suggest offering the extreme styles with some variation of appearance as compared with the shoe being worn4 ,,discrimination ,,among ,,customers ,the practice of playing favorites by giving one customer more considerate service than another is unnatural4 ,it is unfair and furthermore is not good business4 ,any short-measure of service is bound to be noticed and as a result the business is lost to the salesman and probably lost also to the house4 ,nothing can be said to illustrate with more force the advisability of serving all customers honestly and without discrimination than an experience of a few months ago as told by the retailer who was successful in securing the business that had gone a-begging4 ,such cases are bound to occur continually unless there is a fixed standard of service4 ,a certain customer entered one of the city stores1 having just arrived from a camp where he had been spending the summer4 ,dressed as he was at the time1 his appearance was that of a laborer1 and evidently1 on that account1 he was treated indifferently by the salesman4 ,being dissatisfied the man left without having made a purchase and then entered another store where he was treated with all the respect and consideration due him4 ,before leaving1 he had purchased shoes to the value of seventy dollars1 paid cash for them and then presented his card with the request that the shoes be delivered4 ,not until then was it learned that he was one of the most influential men in that section of the country4 ,the secret of success in serving people is to treat them all alike1 but to make each one feel the distinction of individual attention4 ,,interruptions ,there are times when it is impossible to avoid interruptions while a customer is being served4 ,a polite apology is the least that can be given1 but this does not overcome the handicap that has been caused1 and also the feeling that only part service and divided attention is being given4 ,bear in mind that to the customer the salesman represents the store1 and that if the service given is not what it should be the natural tendency is for the customer to go elsewhere4 ,quality alone will not sell goods4 ,someone has expressed the fact in this way3 8,an expert selling force could1 if necessary1 sell inferior merchandise1 but a sales force without the spirit of true service would bring on failure regardless of a high standard of merchandise40 ,interruptions are often due to the fact that the salesman's work is not properly organized4 ,he may have passed along the preceding order without the proper instructions1 or he may set it aside with the intention of completing it later1 and as a result may be holding up the work of someone else4 ,in consequence it becomes necessary1 perhaps1 that he be interrupted when serving the next customer and thus his effectiveness as a first-class salesman is reduced4 ,the remedy is to organize the sale from the time the customer is approached until the charge is entered and the goods are passed along for delivery4 ,get the whole transaction completed and out of the way so that the next customer may have undivided attention4 ,,chapter ,,vii ,,different ,,types ,,of ,,customers ,,variety ,,among ,,people ,just as there are no two people exactly alike in physical appearance1 just as there are no two sunsets1 trees or no two blades of grass exactly alike1 there are no two people of like personality and mental development4 ,variety is a law of nature4 ,one of the greatest wonders of all creation is that such a range of variety is possible year after year and century after century1 without duplication4 ,glancing at a field of daisies or a bouquet of violets the first impression might be that they are all alike1 but we find1 of course1 that each one is different in the length of its stem1 the size of its petals and color shadings4 ,as the saying goes1 8,variety is the spice of life40 ,it is variety that prevents life from becoming monotonous1 by presenting things of everyday life in changed forms and relationships4 ,among people the variety of nature and disposition is the one thing that sets the art of salesmanship apart from monotonous1 machine-like operations and establishes it as an occupation calling for brains and skill4 ,someone may say1 8,how ,i wish all customers were like ,mrs4 ,brown or ,mrs4 ,smith1 who always know what they want1 who buy without any fuss and are out of the store again in less time than another customer takes to decide on the color or style60 ,that sounds as though it might be an ideal condition except for the fact that it would put selling on a plane of service with that offered by the slot machine4 ,the salesman would become a mere human shoe-handling machine4 ,the sale to ,mrs4 ,brown is a pleasure to the salesman simply because it is one of a variety2 all of which have been different in some respects and most of them calling for a higher degree of personal salesmanship4 ,there are some manufacturing companies today that have built up such a steady demand for their goods that the salesman supplying the retailer is often required simply to look over the dealer's shelves to see what is needed to make up the complete stock1 make out his order for the required goods and have it signed by the retailer4 ,fine business for the wholesaler and the dealer6 ,but the salesman runs the risk of becoming a mere stock-keeper2 and his pay is regulated accordingly4 ,,human ,,nature ,an understanding of human nature is of especial importance to people who sell4 ,every shoe salesman has recognized the fact that there is among customers a variety of personality or dispositions4 ,one person is continually in a hurry2 another person1 although he may have just as much to do1 is never rushed4 ,one person is happy as a matter of habit2 another will appear to be weighted with the cares of the world--and so it goes1 each one contributing to build up variety in human nature4 ,the study of human nature is known also as character reading and as psychology4 ,the purpose of this study is to bring about a clearer understanding of the laws governing the operation of the human mind4 ,there is a relationship between a person's disposition and his physical appearance as shown by the features of his face1 the shape of his head and such like4 ,the science of analyzing these signs is known as character reading or character analysis4 ,people who make a special study of these things are sometimes able to show remarkable results in reading and understanding people at first sight4 ,everybody acquires the habit1 more or less1 of 8sizing-up0 a person who is met for the first time4 ,to the salesman the ability to do this is a special advantage in that it enables him at once to understand a customer and to govern his effort to sell accordingly4 ,without knowing anything about the details of character reading as they relate to a study of the proportions and relationship of a person's nose1 chin1 mouth1 and so forth1 most of us learn to understand people simply through the impression they make upon us as we meet them4 ,a person's general manner of approach1 the expression and tone of voice1 come to mean a great deal to us in an effort to understand those with whom we come in contact4 ,a broad suggestion on this point is that the salesman should confine at least his first effort at reading human nature to that of taking a genuine interest in each customer4 ,he should base his effort to serve upon personal impressions rather than upon any attempt at analyzing the customer according to a series of rules4 ,only after having made a special study of psychology or character reading would he be in a position to get results from these sources4 ,without belittling any of these things it is safe to say that a goodly share of success in all retail selling is based upon the policy of considering each customer1 first of all as a fellow human being1 and of backing this up with a genuine effort to serve him well4 ,,tuning-,,up ,,to ,,the ,,customer ,everyone has had the experience at some time or other of listening to amateur musicians who attempted to produce in harmony without first having tuned-up to the proper key4 ,although their efforts and interest may have been every bit as sincere1 although the motions may have been the same and notes of music the same as those played by an artist1 the effect produced could be nothing but discord1 and the more persistent the effort to continue the more displeasing would be the result4 ,the position of the salesman in relation to the customer is precisely the same4 ,unless he is1 at the outset1 able to understand something of the nature of the customer and the manner in which each one should be treated1 there will surely result a lack of harmony that will end in killing the sale4 ,the salesman is called upon for the use of tact1 which means an understanding of what is proper to be done under varying conditions as they arise under different circumstances4 ,the clerk who asked his customer to go outside and look over the styles in the window1 and to return after he made a selection1 stamped himself at once as being a man without tact4 ,he had not properly tuned-up to his customer and therefore the remark1 although it seemed perfectly proper to the clerk1 could only produce discord on the mind of the customer4 ,the salesman's proper attitude of mind should be that of working along with the customer4 ,he should train himself1 as he proceeds with the sale1 actually to feel the contact of his own foot in the new shoe as it slips on the customer's foot4 ,he should experience the satisfaction of the purchaser1 who mentally notes that he has just spent1 perhaps a considerable part of a week's pay1 in a good cause and with no regrets4 ,he cannot serve the customer and hope steadily to get satisfactory results unless he can transplant himself into the customer's frame of mind4 ,he should be able to consider himself sitting in the chair1 he should look at the shapes and colors submitted1 through the eyes of the customer1 and he should feel the shoe on his own foot as he adjusts it to the customer's4 ,pure imagination1 of course1 but how else can he successfully work along in the sale with his customer--how else can he hope to work in harmony8 ,most customers have a mind of their own and can make a decision when they feel assured that they have the shoe best suited to their requirements4 ,it is recognized by merchants that the customer is more dependent upon the ability of the shoe salesman to supply the goods needed than he is upon any other salesman from whom he makes purchases4 ,the shoe salesman who really lives up to his responsibility is a consulting expert to whom the customer comes for suggestion and advice1 in the same way that the doctor is an expert to whom the patient comes for help4 ,the salesman's responsibility therefore is to think with and not wholly for the customer4 ,,children ,already the fact has been mentioned that there is great variety in human nature4 ,although each nature or disposition is slightly different in some respect from every other disposition1 as one blade of grass is different from another1 still it is reasonably possible to make some broad classifications for the purpose of considering their points of difference4 ,the first great distinction among people is that between young and old4 8,men are simply boys grown up10 we say4 ,but the experienced salesman knows that what will be satisfactory in the nature of service for the young boy will not do for the 8old boy40 ,most youngsters1 especially boys1 do not like to be sent to the grocery store on small errands to get supplies of food for the dinner table4 ,on the other hand1 there is generally a change of attitude when the boy learns that the errand is to a grocer's where he knows some good-natured soul will take the trouble and special interest to hand out1 perhaps a cracker to make him happy on the way home4 ,to use a homely illustration3 ,a butcher in ,new ,york city built up a following among all the children in the neighborhood because he showed a fatherly interest1 and at the same time handed out pieces of bologna to the youngsters1 whenever they came in to buy4 ,he may have handed out a pound or two in the course of a day2 but some of the young boys have since become old boys and are still trading at the old stand4 ,success in serving children1 whether it be food or shoes1 is in showing a genuine interest in them and in pleasing them4 ,the salesman need not take time off to explain the operations of the store or department1 but he will find his time not lost in spending a moment to inquire kindly on some minor point concerning the child and perhaps to learn its name4 ,the child is pleased1 and except in most unusual cases the mother is too4 ,with children the matter of proper fit should be foremost4 ,in addition to the fact that the foot is continually growing1 it is soft and easily moulded4 ,an incorrect fit under these conditions should be carefully guarded against4 ,the matters of wearing quality1 price and style should be of secondary importance to fitting properly4 ,if the parent seems to be unaware of the full importance of correct fitting the salesman can generally win a good customer by taking the necessary time to explain4 ,,talkative ,,people ,something has already been said concerning the salesman's attitude toward the talkative customer4 ,it is safe to assume that nothing definite in the nature of a sale will result by encouraging such people to talk4 ,knowing practically nothing about shoes1 the natural result is that if they are encouraged to go on the conversation must drift from the subject of shoes4 ,this means that the sale is then less of a reality than it was when the customer first sat down in the chair4 ,a one-sided 8conversation0 cannot long continue4 ,the salesman should take part in it only as long as it has some bearing on his special mission--that of selling shoes4 ,as it continues beyond that point he should offer no further encouragement to go on1 but should wait with consideration until there is a pause1 and then continue from where he left off with the selling talk4 ,oftentimes there will be suggestions made in the course of the conversation that may later be used in an effort to encourage further purchases4 ,for example1 some reference may be made to the purchase of an evening gown4 ,at the proper time this will open up an opportunity to suggest a pair of silk slippers or a satin pump4 ,however1 it is well to complete the first sale before offering suggestions concerning additional purchases4 ,,practical ,certain people there are of very practical nature who have in mind a definite notion of the goods they want and who do not take kindly to open suggestions on the part of the salesman4 ,they will be recognized by their firm1 business-like walk1 decisive movements and steady1 well-controlled voice4 ,such a person will be reached best by direct and frank statements of facts4 ,if the salesman speaks with an air of authority this customer will invariably listen and be influenced in his decision accordingly1 although he may not be willing to admit it4 ,the practical person will quickly express the feeling if unsatisfied with a shoe and may resent any direct effort to influence his judgment4 ,under the circumstances it will generally be found best to show another style at once4 ,the practical person is not by any means always right in his decision1 but the effort to correct an error of judgment1 if there should be one1 must be made indirectly1 in order that the customer may come to a conclusion through his own reasoning on the basis of facts given him4 ,with this type of customer it is unnecessary to mention or call attention to points that may be observed by a careful examination4 ,the practical person1 as a rule1 will notice them4 ,however1 some important point about the quality or kind of leather1 the lining or outer sole1 will be well received4 ,elaborate styles will generally not be acceptable4 ,quality and fit on the basis of price will be the deciding factors4 ,,silent ,the fact has already been mentioned that the silent salesman causes the customer to be ill at ease4 ,more so1 perhaps1 is the silent customer difficult to handle and the cause of embarrassment to the inexperienced salesman4 ,the natural thing among people is for them to talk enough so that their thoughts on a subject may be known4 ,perhaps the best plan in serving customers who will not express an opinion is to take it for granted that they agree with everything being told them and finally to assume that they are satisfied and ready to make the purchase4 ,to close the sale some definite suggestion1 such as1 8,in wearing these you will find the cushion pad of special comfort10 followed by the motion of preparing to write the ticket1 will either close the sale or else cause the customer to express definitely any opinions or preferences he may have4 ,,unpleasant ,,or ,,grouchy ,f4 ,w4 ,small1 shoe buyer and department manager for the ,gilchrist ,company1 ,boston1 has this to say concerning the customer who is unreasonable in his demands for attention and service3 8,the grouchy1 irritable customer is best served by the salesman who assumes a jovial1 apparently unperturbed1 light-hearted manner4 ,however1 he should always be attentive and courteous1 for oftentimes these people are not as bad as they seem4 ,difficult circumstances1 such as ill health and the like1 have probably been responsible for their unfortunate manner rather than any wish or desire of their own4 ,if the salesman loses his control and becomes indifferent or uncivil such customers become offended as much or even more so than the average person4 ,on the other hand1 if the salesman appears pleased and happy while serving them1 although they may not show it at the time1 it is invariably a fact that they are encouraged and benefited by having come in contact with an opposite disposition1 which they must surely admire4 ,such a salesman will be singled out by them for all later business1 because of a feeling they have that he understands them and their needs better than anyone else40 ,it is not an easy matter by any means to accept with a smile continually unpleasant people1 but it is good-paying business for the salesman4 ,he can best understand them perhaps by considering them as mental invalids in need of some extra measure of consideration and service4 ,as ,mr4 ,small points out1 they are not as bad as they may seem1 and will remember every effort to please sometimes longer than will the cheerful customer4 ,,elderly ,,person ,,or ,,invalid ,it is hardly necessary to say anything concerning the salesman's responsibility in serving elderly people and invalids4 ,almost as if by instinct a man or woman realizes that such people are entitled to an added measure of kindness and respect4 ,it is only necessary to remember that whatever may be the peculiarities of disposition1 these things have almost without exception been brought about by circumstances and conditions that the individual could not control4 ,nothing less than the standard by which the salesman would serve his own mother or father should be the measure of his effort to please and serve well4 ,there are times1 of course1 when it may seem that an elderly person should be able to think more quickly or to make a decision with less fuss4 ,perhaps two or three other sales might have been made in less time and with less effort1 but who would think of measuring service with a yardstick under these circumstances4 ,,absent-,,minded ,absent-minded people are often met with by the salesman1 and might be considered as an annoyance unless they are properly understood4 ,almost everybody who ever tried to write a joke has taken the absent-minded college professor as a subject at some time or other4 ,the yarn of the old professor who1 coming in out of the rain1 put his umbrella to bed and stood in the bath tub1 proved him to be absent-minded--but he was no fool4 ,while the rest of the world very systematically put their umbrellas where they properly belonged and went comfortably to bed1 he was probably thinking five years ahead of the rank and file4 ,this is not an argument in favor of increasing the number of absent-minded people4 ,they are not all college professors and they may not all be deep thinkers1 but they do deserve to be treated with every possible consideration on the part of the salesman4 ,in some stores1 where the business is large enough to warrant it1 the management has found it to be good business to have salesmen of special ability to serve elderly customers and invalids4 ,this requires a fine degree of salesmanship on the part of the man who is able to tune himself up to such customers and to understand how they should be best served4 ,it is an art worth while cultivating4 ,,chapter ,,viii ,,different ,,types ,,of ,,customers 7,continued7 ,,in ,a ,,hurry ,certain customers there are who are required at times to make purchases in a hurry4 ,when a man has ten minutes to use in buying a pair of shoes1 and is on his way to catch the limited train from ,new ,york to ,chicago that leaves twenty minutes later1 he is in a hurry4 ,it is safe to say1 too1 that he needs the shoes pretty badly4 ,there is nothing the salesman can do under these conditions that will please the customer so much as to cut through all the red tape1 get right down to business and get the customer started on his way again before the ten minutes are up4 ,excitement would not do it4 ,this would result in the salesman being unable to think clearly and it would mean also that the customer in excitement would probably take whatever was offered--and repent later4 ,someone has said that what the salesman needs under these conditions is to be 8cool-headed and hot-footed40 ,however1 when a customer1 especially a man1 it not actually in a hurry it is promptness and dispatch that he wants rather than 8pushing40 ,the distinction between these was clearly brought out in a recent article3 ,all men like promptness and dispatch1 but few of them want to be hurried4 ,it is important to keep in mind the difference between hurrying the customer and waiting on him with speed4 ,quick1 nervous movements or speech on the salesman's part do not indicate quick service2 they only confuse or annoy the customer4 ,the salesman who puts the least extra motions in his work1 the fewest words and the keenest attention1 is the one who will serve quickly and best4 ,help the man to make his choice without seeming to be patronizing2 try to anticipate his course of thought without interrupting him4 ,when he steps up in front of you act able to hurry1 but do not suggest hurrying4 ,this is the safe way because1 while men do not like to waste time1 few of them1 except on special occasions like catching a train or keeping an appointment1 are in such a hurry that they want to be shot through the selling process as though they were getting into a lifeboat4 ,reflect confidence in your ability to save the customer's time rather than the ability to speed him out of the department4 8,,only ,,looking0 ,there are a few women who take keen enjoyment in a form of indoor amusement known as 8shopping40 ,this may be nothing more than a desire to use what would otherwise be a dull morning by attending a variety show of merchandise4 ,such a woman may pass from one department of a store to another trying on pretty clothes in each one1 and with no thought to buy4 ,after some experience on the floor the salesman soon learns to distinguish between the customer who comes for business and the 8looker0 who has come to be entertained at the expense of the salesman's time and effort while other customers are waiting to be served4 ,on learning that there is no possibility of making a sale1 it is for the salesman to suggest1 perhaps1 that he has shown the principal range of styles and that if there is nothing satisfactory among them the lady might call later and find what she is looking for4 ,the salesman should1 of course1 offer the usual courtesy extended to customers and should make no intimation of the fact that he does not care to spend further time showing goods4 ,skillful salesmanship has often been accountable for sales in those cases where there had originally been no intention to buy4 ,rather than run the risk of missing a sale it is much better for the salesman to continue his effort for a while even after he has become convinced that a purchase is not even being considered4 ,the idle 8looker0 today may later be ready and able to buy4 ,therefore whatever goods are shown should be shown to advantage in order that they may make the most favorable impression4 ,,undecided ,everyone with selling experience has met the customer who is unable to make a decision--the person who is thoroughly satisfied with the goods but cannot come to the point of saying 8yes40 ,in a recent booklet written for salespeople#c the following important points are brought out and clearly state the position of the salesman in relation to the undecided customer4 ,footnote #c3 ,chats on ,garment ,salesmanship1 by ,margaret ,sumner4 ,now for the woman who needs to be helped in making up her mind4 ,she is a very trying type and needs careful coaching1 bolstering up and nursing along to the point of decision4 ,her other characteristics will be more or less your guide in showing you how to bring her to the point of decision1 but your own manner must be very firm4 ,do not let the least hint of a doubt that she will finally buy creep into your manner or voice4 ,at the same time don't try to overwhelm her with your own forcefulness1 for then she will be frightened4 ,caution and timidity are the natural weapons of the weak nature1 and in all dealings with such persons you must use all the kindness and patience at your command4 ,you have to make decisions for them but let them think that they are making up their minds4 ,be very gentle but firm4 ,the weak person must be led like a little child4 ,she simply hesitates to make up her mind without any reason at all4 ,do not try to reason with her2 just be cheerful1 smiling and confident1 until you inspire a little confidence in her4 ,some remark about the reliability of your goods and the reputation of their makers and of the store behind them will help4 ,other woman find it hard to make decisions when the mind is a little weakened through worry or too great an expenditure of nervous energy4 ,this is the nervous1 unhealthy1 irritable type1 and your method must be as cheerful and sympathetic as with the timid woman1 but less insistent4 ,try to convey the impression1 without saying it in so many words1 that it will be a relief to get the matter off her mind by making a decision now4 ,these poor women run around from store to store1 get half a dozen different styles and desirable qualities fixed in their minds and then lie awake at night trying to decide between them4 ,if this method of shopping is hard upon the salesperson1 it is many times as hard upon the shopper4 ,when such a one leaves with the promise to 8decide later0 be just as polite and cheerful as ever1 yet without any abruptness4 ,leave as good an impression as possible1 remarking that you hope she will come in later and in many cases she will4 ,often the personality of the salesperson is the deciding factor in a case of this kind without the customer realizing it4 ,still another type of customer who is undecided and has difficulty in coming to a decision is the person who1 for example1 has a short1 thick foot and always admires the long1 slim-looking styles and wishes to be fitted accordingly4 ,then there is naturally the opposite--the person with the long1 slim foot who laments of its size1 who thinks of the length1 which to her seems enormous4 ,one practical salesman with years of experience mentions that such a customer1 if well served1 can actually be made to feel pleased with the shape of her foot4 ,he says3 8,when reasoned with properly the customer can be made to feel much comforted if not really proud of the shape of her feet4 ,the salesman can mention1 for instance1 that the cubic contents of this #h;,,aa foot is less than a size #e;,e--and besides a tall woman would not be well proportioned if she had short feet1 short arms and short fingers4 ,to be properly proportioned is an advantage--and before the customer realizes it the size #h;,,aa looks pretty well1 after all1 she thinks they will do all right1 the price is satisfactory and the sale is made40 ,there is nothing dishonest about this means of serving the customer4 ,it is a genuine1 whole-hearted effort to please her and to supply her with the shoe she should rightly wear and that will give her the maximum of service4 ,hugh ,black1 a prominent ,scotch writer and a close student of human nature1 made the statement1 after having toured the ,united ,states1 that one of the chief characteristics of the ,american people1 as he noticed them1 was that 8no matter what they are doing they want to be doing something else2 and no matter where they are they would go somewhere else40 ,it is perfectly human for everyone to seek variety4 ,the woman with the long1 thin foot has become tired of looking at it and consequently it seems commonplace4 ,the salesman in mentioning that the slim foot has its advantages is simply reassuring his customer of a fact1 and in doing so he is serving her well4 ,one of the fatal mistakes in shoe selling is to attempt to please a customer with a size or proportion that is not the proper one for her to wear4 ,this can result in nothing but a loss of business through dissatisfaction when the shoe fails to give the service expected of it4 ,to understand the customer1 to use tact--but not deceit--in selling the shoe she should wear1 is the responsibility of the salesman4 ,,two ,,friends ,,together ,it is not unusual for a customer who may be undecided to bring along a friend to assist in the selection4 ,the salesman1 under these conditions1 may have the task of selling two people the one pair of shoes1 because the sale depends upon the satisfaction of both4 ,the effort to sell will1 of course1 be directed to the person who is buying4 ,however1 should there be a difference of opinion between the two concerning some important point such as size or fit1 the salesman would naturally be supported by the person who favors the shoe he is suggesting as the most desirable one4 ,although it would be a mistake for him to make a controversy of it by setting up sides1 he can assist in bringing about a decision by a suggestion or two in favor of the person who has agreed with the salesman's selection4 ,a woman customer accompanied by her husband1 or vice versa1 offers another situation that calls for tact on the part of the salesman4 ,one good woman explained that her husband had bought himself a new suit but that she had accompanied him simply to pick out the one he should have4 ,the shoe salesman under the same conditions1 will soon be able to tell which one of the two is to do the deciding1 and he will then direct his selling effort accordingly4 ,,ignorant ,,and ,,poor ,as a test in salesmanship and the ability to serve different types of customers1 the question was asked before a training class for retail salespeople as to the manner in which a customer answering the following description should be greeted and served3 ,a woman about thirty enters the store carrying a baby in her arms and leading another child by the hand4 ,her clothes are shabby4 ,she is evidently tired and makes her way to the nearest chair4 ,she looks discouraged4 ,the salesman on considering these facts realizes at once that such a customer cannot be served in the same manner as the care-free schoolgirl4 ,if he places himself in the position of the tired woman he will realize that her problems are different and that she requires in a shoe not only service but quality1 fit1 style and price to meet her own circumstances4 ,the salesman would make no effort to hurry such a customer4 ,he would realize that she would get genuine comfort by resting for a minute or two before getting down to business and that she might not even care to think of shoes while resting4 ,being discouraged1 as shown by her expression1 she would probably be cheered by a remark and some show of interest in the children4 ,to show an interest would not mean to pry into her personal affairs or to ask a lot of questions1 but a kindly word would serve to direct the woman's thought from her troubles and to put her in a buying frame of mind4 ,such a customer would expect shoes that would give her the maximum of wearing quality for the money she has to spend4 ,her appearance indicates that she is poor4 ,she wants the greatest possible wearing service and comfort that she can get4 ,she deserves the best fit that it is possible to give her1 and she will generally be glad of the salesman's suggestions concerning the shoe she should wear4 ,the matter of pattern and style is not a prime consideration4 ,talk quality and supply a strong1 serviceable shoe4 ,show an interest in the children and they will at once be lined up for the next pair of shoes the mother is able to buy them4 ,it may have taken ten minutes longer to serve the woman well1 but she has been satisfied and has been made a steady customer4 ,,style ,,regardless ,,of ,,price ,a certain amount of almost every store's trade is made up of the customer who is interested above all other things in style4 ,something has already been said concerning the personal appearance of such a customer4 ,the whole outfit from hat to shoes will speak in terms of style4 ,with the customer who puts style before all other considerations there is great likelihood of there being objection in the matter of correct shoe fitting1 especially if the person's foot is unusual in size or shape4 ,here the salesman is called in to use all he knows of the art of tactful selling4 ,business of the kind where price is no object is certainly well worth cultivating1 but here1 as in all other successful shoe selling1 the matter of correct fitting is essential to satisfaction4 ,avoid talking in terms of sizes4 ,this always lays bare a tender part of the customer's conceit or consciousness and opens up the possibility of dispute and misunderstanding4 ,it is correct fitting that the customer is buying and not size marks4 ,the salesman will concentrate his efforts to give the maximum of style with correct fitting1 but with customers whose first and only thought is style1 he will speak only in terms of style4 ,,actual ,,or ,,assumed ,,foot ,,troubles ,among customers there are a certain number who continually have trouble with their feet but who are never able to come to the point of realizing that the shoes they insist are the proper size are the real cause of their great discomfort4 ,the salesman should serve his customer by furnishing him with a shoe that actually fits the foot and not one that fits some mistaken idea of size4 ,j4 ,m4 ,watson1 president of the ,guarantee ,shoe ,company1 ,san ,antonio1 ,texas1 emphasizes very strongly the need to serve the customer with fit rather than sizes4 ,in explaining the policy of his company he said3 ,if the customer asks what size the shoes are1 change the subject if possible4 ,however1 if you are pinned down to where it is necessary to talk size1 do so4 ,but do not say simply 8#f;,a0--say 8#f;,a1 which is the size that fits you40 ,then if the customer should say1 8,they are too long1 ,i don't wear a #f;,a1 ,i wear a #e;,c10 the salesman would reply3 8,when ,i sell you a shoe you wear a #f;,a because ,i do not misfit my customers4 ,the shoe you have on is exactly the model and size that your feet require--to give you any other would mean that ,i would be selling you the wrong shoe for your feet40 ,this is a clear statement of fact1 but it is bound to impress the customer favorably because it is said with an air of authority and because it brings out the importance of correct fitting4 ,the subject of shoe fitting will be fully treated in the next following section of the ,course4 ,it is mentioned here simply in its important relation to the treatment of different types of customers4 ,if the customer actually has foot trouble he needs expert advice such as the salesman will be in a position to give after having mastered the section of the ,course on 8,correct ,shoe ,fitting40 ,on the other hand1 if he does not have foot trouble1 he needs good salesmanship to protect himself from insisting upon a poorly fitted shoe that would later bring on trouble4 ,,chapter ,,ix ,,showing ,,the ,,goods ,,freshen-,,up ,,the ,,selling ,,talk ,the purpose of the selling talk is to assist the customer along in the sale from the start up to the point of his decision to buy4 ,to exercise a helpful influence requires of the salesman life1 spirit and freshness4 ,everyone1 in order to make a living for himself1 is required to have and to use a certain amount of selling ability1 and in proportion to his skill in using it will depend the value of his services4 ,the best newsboy is the one who puts the most life and spirit into his efforts1 the one who lets you know1 even though you may be across the street1 or around the corner1 that he is on the job and that he has papers to sell4 ,in short1 the most successful newsboy is the one who is the best salesman4 ,the president of any business organization1 no matter how large his salary nor how great his importance1 must be a salesman4 ,he does not have a free hand to do as he pleases1 but must get his authority on important matters from the directors1 who represent the interests of the stockholders4 ,unless the president is salesman enough to convince the directors that his plans are sound and that they will prove profitable to the business he cannot expect to receive authority to proceed with them1 and therefore he cannot succeed in his work4 ,in other words1 his problem is exactly the same as that of the shoe salesman except that he must sell an idea or his opinion1 whereas the retail salesman sells merchandise4 ,if in presenting a plan to his directors the president of the company should attempt to do so in some half-hearted1 dull and uninterested manner he could expect to receive in return no greater interest or enthusiasm than he himself showed4 ,on the other hand1 if his selling talk is stimulating1 if his manner indicates confidence1 if he is actually 8on fire0 in the interest of his proposed plan he can be assured of having it received and considered favorably4 ,the salesman is dealing with a live subject4 ,he is called upon to present facts concerning his goods in such a way that the customer will recognize them as being facts rather than mere opinions4 ,this means that the selling talk must be made to live--it must be freshened-up4 ,the salesman must continually guard against becoming mechanical or stereotyped either in his manner or his sales talk4 ,he must realize that it is just as important for him to 8launder0 his selling talk as it is to launder his linen4 ,,the ,,outsider',s ,,point ,,of ,,view ,one shoe salesman who has recently moved up to the position of branch manager1 says1 in speaking of the need to keep customer service up to par1 and of his method of doing it1 that his first duty each morning is to look over the appearance of his store1 his windows and his stock from the viewpoint of an outsider--to consider his services as a salesman as they would appeal to the customer who had never before made a purchase of him4 ,he realizes that there is the tendency for him to grow 8stale0 in his efforts and to fall into the habit of considering the next sale as another mechanical operation4 ,he says that the danger is to regard today's work simply as a continuation from where he left off yesterday and to overlook the fact that as far as today's customers are concerned there might just as well have been no yesterday4 ,the outsider's point of view is that each sale is an entirely new experience4 ,the salesman who is able to get himself into this frame of mind and to treat the customer on this basis can never become mechanical4 ,he will never run the danger of losing business through growing stale in his selling talk and his effort to please4 ,this is the difference between working for a future and working for the pay envelope4 ,every man of responsibility looks further ahead than the ,saturday envelope4 ,he is working for a future that means his development beyond his present job4 ,his success in reaching it will depend upon his ability to grow out of one and into a bigger one4 ,promotion or success is not an over-night process2 it is a natural and gradual growth cultivated by steady effort4 ,alexander ,hamilton1 the first treasurer of the ,united ,states and the greatest financial mind the country has ever known1 was proclaimed a genius both here and abroad1 because of what seemed to be a superhuman understanding and foresight4 ,his simple reply was that although men gave him credit for genius1 the only genius he had was in being able to work night and day on the subject in hand until he had sweated out a solution4 ,this may seem to be drifting a long way from shoe salesmanship but it is just as close as the pay envelope4 ,the laws of success are unfailing whether they apply to merchandising or to statesmanship4 ,no one ever got anywhere on a permanent basis except by hard work4 ,to know what the customer wants and should have1 to make a whole-hearted effort to serve him and to keep at it1 is the formula for success in shoe-selling4 ,,getting ,,under ,,way ,,in ,,the ,,sale ,for the reason that intelligent retail salesmanship is principally a matter of brain work rather than physical effort1 it is not possible to set down any fixed list of rules or conditions which1 when observed1 will result in one hundred per cent results4 ,local conditions vary and of course human nature among customers varies2 so that it is necessary for the salesman to keep these things continually in mind and to plan his work accordingly4 ,on the other hand there are certain definite suggestions that can be used to good advantage to serve as the salesman's working basis by bringing to mind some of the important points to be considered and by mentioning one way in which they may be met4 ,mr4 ,watson of the ,guarantee ,shoe ,company makes the following practical suggestions on getting the sale under way1 based on over twenty years experience in the retail shoe business3 ,if there is no salesman's stool in front of where you have seated the customer1 go immediately and get one4 ,place it directly in front of the customer and at once sit down4 ,then make some such positive suggestion as 8,let me examine the right foot first1 please40 ,while saying this hold out the hands toward the foot so that they may meet it and allow you to get the shoe off before the customer realizes that he or she wants to see the shoe before trying it on4 ,say as little as possible while removing the shoe1 and get it off as quickly and easily as possible--then produce the measuring stick4 ,either have the customer stand on the stick or place the foot flat upon the foot rest of the fitting stool4 ,an important point to remember is that the foot should never be measured while in the air4 ,the toes should be well stretched out by pressing them with the fingers--and be sure to remember what the foot measures4 ,do not spend a lot of time telling the customer all about the bones in the foot4 ,the salesman should1 however1 examine the foot for enlarged joints1 hammer toes1 arch trouble1 corns and so forth1 and mention to the customer the foot trouble he discovers4 ,he should take special notice of the size of the hosiery worn1 by pulling out the end at the toes1 and if he finds the hose to be too short he might mention the fact and suggest that a half size larger be bought next time4 ,he might also explain the fact that short hose1 like short shoes1 are the cause of many foot troubles4 ,he should spend some time studying the foot as to the width required2 length of toes and such other matters4 ,all this should be done before the customer is shown a shoe4 ,it is important to spend considerable time in this preliminary work4 ,plenty of time spent in this way will mean that less time will be required later in the transaction1 for the reason that the customer will be impressed with the fact that he is being served by a real shoe expert4 ,bring to the customer only one style of shoe1 and that should be the style the salesman has assured himself as being the one desired by the customer4 ,do not hand the shoe to the customer to examine and do not hold it up before his eyes to inspect4 ,take it directly to him and put it on the foot at once4 ,it is well always to bring two sizes of shoes1 both of the same style4 ,in other words1 if you have decided the customer needs a size #f1 but are not quite sure whether the foot is an ,a or ,,aa1 bring both the #f;,a and #f;,,aa4 ,slip the larger shoe on first1 and if it is too loose do not lace it up and do not wait for the customer to call attention to the fact that it is too large4 ,take it off immediately and slip on the smaller one4 ,if this is the right size1 lace it up4 ,if you have misjudged the foot and brought both sizes too large or too small do not spend time in lacing up the shoe4 ,this would cause the customer to lose the confidence he had gained in the beginning through the preliminary work4 ,the salesman should go quickly for the correct size and at the same time take away the shoes that did not fit4 ,the next shoe should surely be the correct size1 or else the salesman's ability will drop in the customer's estimation4 ,if it is the right size place it on the foot and lace it up4 ,iron out the shoe well by pressing the toe down with one hand and smoothing out all the wrinkles with the other hand4 ,both the fingers and the palm of the hand should be used for ironing the shoe1 while the other hand is used to press down the toe4 ,these suggestions by ,mr4 ,watson are definite and contain some valuable hints4 ,they bring the sale up to the point of getting the shoe properly fitted on the customer's foot4 ,the salesman should then continue the sale by asking the customer to stand in the shoe and then1 perhaps1 follow it with the suggestion that he 8walk a few paces and notice how well it feels on the foot40 ,by the time the customer has returned to the chair and if he has not already made the decision to buy1 the salesman might continue by suggesting that the other shoe be tried on4 ,after having both shoes completely laced he is ready to ask the customer to walk in them and to lead him to a mirror where a full view of the shoes may be had4 ,the customer is now face to face with the necessity to make a decision4 ,he has been led through the sale with positive suggestions and has only to say 8yes0 to complete the transaction4 ,another point worth remembering is that of placing the old shoe1 when removed from the customer's foot1 out of the way and out of sight under the fitting stool4 ,to throw it down carelessly for others sitting around to gaze upon is displeasing to the customer4 ,he feels happier when it is out of sight4 ,,style ,,not ,,in ,,stock ,another delicate point calling for real salesmanship is that of selling a customer who calls for a shoe that is not in stock4 ,the style1 perhaps1 may have been one shown in the window4 ,it may have been one of the numbers especially popular in the store4 ,the sizes may be broken and further stock difficult or slow to secure4 ,although the salesman would likely know all these things at the time the customer mentioned the style wanted1 he certainly could not afford to hold up his hands in horror and greet the customer with the sad news1 8,i don't think we have your size40 ,the result of such a remark could only have the effect of causing him to feel that he had suffered a real loss and that no other shoe would serve him quite as well4 ,if1 on the other hand1 the salesman proceeds to the proper section he may find he has the correct size in stock4 ,this he can produce1 and the sale goes along without difficulty4 ,however1 if the salesman finds he is not going to be able to fit the customer in his first choice it is for him to begin at once by offering a suitable second choice4 ,this he should not attempt to do by running down or finding fault with the shoe asked for by the customer4 ,convince the customer that you are sincerely working for his interest--tell him so4 ,the style and fit of the shoe called for will serve as an indication of the kind of shoe wanted4 ,proceed at once to get the stock nearest to it and start selling it on its merits4 ,nothing will be gained by considering any further the merits of the shoe that is out of stock4 ,remember that one of the important features of salesmanship is that of creating a desire for the merchandise you have4 ,fit properly the shoe you have in stock1 dwell upon its good qualities1 its workmanship and its value4 ,the sale will be made when the customer understands that the goods you have rather than the goods you had are those that will serve him best4 8,,just ,,as ,,good0 ,one manufacturer warns his customers against substitutes by advertising the fact that 8,you can teach the parrot to say #8,just as ,good' but he won't know what he is talking about40 ,the buying public has been taught to disrespect the man who preaches 8just as good0 and to have suspicion of the goods he is selling4 ,reliable dealers and manufacturers sell goods on their own merits and not by a false standard of comparing them with something else4 ,the fact has already been pointed out that the salesman cannot afford to spend his valuable time boosting the business of his competitor by discussing with his customer the relative advantages and disadvantages of both lines4 ,he sells his own goods on the basis of their merits and allows the man around the corner to do the same4 ,to mention the matter of 8just as good0 means that the salesman has invited comparison4 ,then he has the double task of proving his statement first1 and later of selling his own goods4 ,even then the customer will probably not be quite satisfied until he has tried the other article1 just to find out for his own satisfaction how they compare4 ,one far-sighted business man said that 8when a competing salesman talks about my line ,i consider him as valuable as a salesman on my own payroll40 ,if a style is out of stock1 the wise salesman will plunge right in to sell the goods he has on their own merits4 ,to invite comparison with 8just as good0 arguments wastes time and stamps the man as an imitator4 ,be original4 ,,selecting ,,the ,,stock ,it is now getting to be understood more generally among dealers and salesmen that it is unnecessary that the customer be shown a half dozen pairs of shoes in order that he may be able to make a selection4 ,the whole point of importance is to spend enough time at the beginning of the sale to find out exactly what shoe the customer should have and then to go after that particular shoe4 ,if a physician were to make a hasty examination of a patient's throat and then dash off hurriedly1 only to return a moment later for another inspection and to change his original decision1 the patient would at once lose confidence4 ,or if the dentist were to commence extracting a tooth and later change his mind and decide it should be filled1 he would probably be invited to give up his diploma and to accept a plumber's license4 ,he is expected to know what his patient needs before he starts treating him4 ,the shoe salesman is expected to be a specialist1 an expert1 in his line4 ,he is expected to spend enough time with the customer to find out what shoe he should have4 ,it is for the customer to give an indication of the style wanted4 ,with these in mind the salesman is prepared to make his selection of the stock4 ,generally the customer is interested in not more than one pair of shoes out of the whole stock--and that is the pair he is to buy and wear4 ,if the salesman1 by the manner in which he conducts himself and his actual knowledge of his job1 wins the customer's confidence1 if he conducts himself as an expert1 the customer will accept him as such and be glad to take advantage of his advice4 ,the first or second shoe selected for the customer can be made more satisfying to him than one that he himself may have been required to select out of a dozen offered to him4 ,the whole matter narrows down to one of whether the salesman is simply to hand out shoes at the direction of the customer or whether he is to be a helpful adviser4 ,one means wasted time and small results2 the other results in prompt1 satisfactory business and a following of customers who are 8boosting0 for the salesman and the store4 ,groping around in the stock to find a size or style must give the customer the impression that the salesman does not have the size in the particular shoe he first intended to show1 or else that he is trying to find something else that may not be as desirable4 ,it makes the customer feel uneasy when there is no occasion for it4 ,the man in touch with the stock day after day is expected to know where to lay his hands on the goods he needs4 ,the salesman cannot afford to give his customer an opening for suspicion or doubt as to his ability4 ,,don',t ,,concentrate ,,on ,,one ,,variety ,unless the salesman watches himself carefully he may run into the habit of showing and of using his selling effort on those styles only that appeal to his special preference4 ,there is the danger for him to regard as a second choice the styles that do not appeal to him especially4 ,the young man1 fresh out of school or college1 would like to clothe every customer in sport models1 whereas the middle-aged conservative salesman would have the natural tendency to favor the plain conservative styles4 ,however1 neither of these two men would have best results if they allowed their personal preferences to have full sway in the selection of styles4 ,each customer has his own likes and dislikes on the subject of footwear styles1 just as he has his preferences among moving picture stars or candidates for public office4 ,one man is of the opinion that his choice of candidate has all the desirable qualities1 whereas the opponent has none of them4 ,but he will sometimes learn after election day that the majority of voters saw things in a different light2 that although each voter examined the same two or three candidates he saw qualities in them that the man standing alongside could not see4 ,the salesman will see one shoe that represents to him a perfect style1 but the customer may have an entirely different opinion4 ,it is the customer's preference that must be considered4 ,the whole range of footwear styles is created in order that the customer may find in the selection something to meet his particular preference4 ,the conservative1 middle-aged salesman1 although he may not care for the sport models1 recognizes that it is the customer who is to be pleased1 and therefore he will put in the background any individual preferences4 ,he will not concentrate his efforts on any certain few styles but will make selection to meet the tastes of his customers4 ,many stores have certain short-profit lines or leaders for the purpose of attracting trade to the store4 ,there are two ways in which the sale of these goods may be considered by the salesman4 ,the first is that the leader gives the opening for an easy sale1 that it requires no great effort on the part of the salesman1 and that the thing to do is to follow the path of least resistance and hand out the goods called for without further ceremony4 ,the way in which the sale of these goods should be considered is that they serve to bring the customer into the store and give the salesman an opportunity to meet him and to show the line4 ,this does not mean that the leader is something to be held up before the customer so that he may grab at it and miss4 ,it does mean1 however1 that the shoe called for by the customer may not be as desirable for him as some other in the stock4 ,the salesman is given a real opportunity to get goods before his customer's eyes1 and he should take advantage of it4 ,although the customer may have asked for and may have been shown an eight-dollar shoe it is very often the fact that a ten or twelve-dollar shoe with more style and better wearing quality1 if properly shown1 will please him more4 ,although a shoe may be a short-profit line the salesman's obligation to give the customer full satisfaction is just as great as it is in selling the best shoe in the house4 ,the leader1 as suggested1 is designed to attract the new customer so that he may become acquainted with the salesman and the store4 ,if he is given poor fit or poor store service it means that his further business is lost and that the advantage of the leader has been wasted4 ,,showing ,,more ,,goods ,in a great majority of cases it is possible to close the sale after having shown the first or second pair of shoes1 provided the sale is properly taken in hand by the salesman4 ,the difficult case1 however1 is when the customer1 after having looked over several styles1 will make some such remark as 8,i'll call again--,i didn't intend to buy today1 anyway40 ,the easiest thing for the salesman to do under these circumstances is to reply1 8,very well10 and to consider the matter closed4 ,but that is not salesmanship4 ,many times when the customer makes such a suggestion it means that he is dissatisfied with the service he has received--either he has lost confidence in the salesman or he has been misjudged concerning the style of shoe he should have been shown4 ,when once he has left the store without having been satisfied it means that it will be doubly hard to get him to return4 ,he has the feeling that the salesman1 and hence the store1 has not been able to serve him1 and in all likelihood he will go elsewhere to look for the goods he needs4 ,the time for the salesman to 8nail0 the sale is when he has his customer face to face before him4 ,although when he made the statement that he would return1 the customer may have had every intention of doing so1 he is inclined to go elsewhere1 almost unconsciously1 because he has in mind his need for the shoes and the fact that he has not yet bought them4 ,therefore he is attracted to the next store he passes--and the sale is lost4 ,very often the second store is no better equipped and stocked to give him service than the first4 ,the difference is that he is shown more goods4 ,the salesman's cue when the customer says 8,i'll be back0 is to get into action at once1 and to let him realize that there are more styles to be shown and that it is a pleasure to show them4 ,even though the customer should say1 8,never mind about showing me any more shoes today10 the salesman should not consider that his efforts have failed4 ,what he needs to do is to build up again the confidence of his customer4 ,a positive suggestion1 such as 8,it's no trouble at all--,i believe ,i know now just the style you have in mind10 will reassure the customer and cause him to wait while the salesman goes to get another style4 ,quick action and an air of assurance will do more than anything else to win the customer under such circumstances4 ,someone has written a short rhyme that tells a long story about showing the goods4 ,these verses may not represent ,shakespearian excellence from the standpoint of ,english literature1 but they do represent the height of good sense from the standpoint of successful merchandising4 ,,show ,,the ,,goods ,when a visitor comes in2 ,show the goods6 ,don't just stand around and chin2 ,show the goods6 ,there's no first-class reason why ,you can't sell if you will try ,folks who didn't come to buy4 ,show the goods6 ,when you're asked1 8,do you keep this80 ,show the goods6 ,never say1 8,what price1 please1 ,miss80 ,show the goods6 ,you won't1 if you're really wise1 ,begin by asking style or size ,you'll get the goods before their eyes4 ,show the goods6 ,interest the person first4 ,show the goods6 ,question methods are the worst4 ,show the goods6 ,it's a sad mistake to say1 8,how much do you want to pay80 ,don't go at the folks that way4 ,show the goods6 ,,customer ,,who ,,does ,,not ,,buy ,no store1 no matter how perfect its organization1 has ever been able to make a perfect score in selling4 ,in the course of a month or a year there are many people who come into the store with the intention of buying but who are unable to get what they want1 regardless of the quality of salesmanship4 ,people who have a very definite idea of what they want in a shoe may not find what is desired in style1 fit1 wear1 or price--or possibly a combination of these4 ,in these comparatively few cases it is not a matter of insufficient or poor service on the salesman's part1 but one of limitation of stock variety to meet the customer's ideas4 ,in cases of this kind the person will 8shop0 around from store to store in an effort to get the goods desired4 ,perhaps he will find the goods somewhere else2 if so that sale goes to the store with the goods4 ,oftentimes1 however1 the person will not be able to find just the article he had in mind to buy4 ,it is to be expected1 therefore1 that the business will come back to the store that showed the best service4 ,the experienced salesman1 when not able to close a sale1 bears in mind that this person will return if well served1 and consequently he continues his best efforts even though he knows he will not be able to make the sale4 ,he is in business not alone for today but for tomorrow and next year1 and he treats all persons he serves so that they will become 8regulars40 ,the person who does not buy has committed no crime4 ,the salesman cannot afford to say or do anything to cause him to feel embarrassed--to make him feel that he has imposed upon the valuable time of the salesman or taxed his patience4 ,let the man feel that his visit has been appreciated and he will surely come back when he is again ready to buy4 ,,chapter ,x ,,knowledge ,,of ,,the ,,stock 8,,these ,,are ,,better0 ,the following is the experience of a ,boston business man as told by him to show the importance of a knowledge of the stock1 on the part of the salesman3 ,after having looked around in several of the shop windows ,i finally saw a shoe that seemed to be just what ,i wanted4 ,entering the store ,i was met by a young man to whom ,i pointed out the shoe in which ,i was especially interested4 ,within a short time he brought a shoe of the same style in my size and placed it on my foot4 ,for some reason or other1 however1 the shoe did not seem to look as well on my foot as it did in the window1 and ,i asked to see some other shape4 ,the young man produced another and after lacing it up explained that the price was twelve dollars1 which was two dollars more than the one first shown4 ,on a point of information ,i then inquired1 8,why should this pair be worth twelve dollars as compared with the other at ten80 ,and the answer ,i received was3 8,oh1 these are better shoes than those40 ,although the customer knew practically nothing about shoes and values and may not have been able to distinguish a calfskin from an alligator hide1 and although he knew nothing of footwear styles and make1 it was an insult to his intelligence to tell him that he was paying two dollars more because the twelve-dollar shoe was better than the ten-dollar one4 ,he might just as well have been told that he was paying two dollars more because twelve was that much greater than ten4 ,the salesman owes it to himself and to his success in selling to acquire a knowledge of his stock4 ,on any other basis he can do nothing more than hand out shoes at the customer's direction and hope that no questions will be asked4 ,but it is not on this basis that success is measured out either in selling or any other work calling for the use of brains4 ,,study ,,of ,,the ,,stock ,an investigation has recently been made among retail stores to determine the causes accountable for the loss of customers4 ,as a result of this the fact has been brought out that among the chief reasons for the customer's dissatisfaction1 and as a result of which he transfers his business to some other store1 is the salesman's ignorance of the goods being sold4 ,business to the extent of millions of dollars is lost every year among retail shoe stores1 due to this one cause4 ,satisfaction in the way a customer is served depends upon his confidence in the salesman who serves him4 ,this cannot result unless the salesman shows an understanding of his goods4 ,to know the stock does not mean simply to know the prices4 ,it means among other things that the salesman must know what he has in stock to sell and where to lay his hands on the goods when he needs them4 ,the man who is a success at selling realizes that the better knowledge he has of his stock1 the greater will be the satisfaction of his trade4 ,he knows every line in the house thoroughly--even the odd pairs he knows by size and width so that when he gets the foot that may be fitted with one of these he can convert the dead or odd pair into cash4 ,to study the stock means actually to take the time to examine the different qualities and styles1 to know the materials of which they are made and to understand why the one shoe sells for twelve dollars as compared with the other at ten4 ,in most stores there are times in the morning while business is quiet when the salesman has the opportunity to get into the stock1 to examine it carefully and to learn the 8feel0 of the goods4 ,this is something that will come to him only by getting the goods in his hands4 ,a few minutes each day spent in a close study of the stock will pay dividends in the way of increased business and satisfied customers4 ,later in the ,course will be taken up the comparative importance of different kinds of leather1 the advantages of one over the other1 a study of cloth fabrics that go into shoes and the 8why and wherefore0 of each of them1 a discussion of rubber1 fibre and a dozen other materials that have important parts to play in their own special ways4 ,to have a knowledge of the goods means to have an understanding of how shoes should be fitted1 of how they are made1 an understanding of styles and how they are originated and introduced4 ,the shoe salesman who is in business for a future must know these things and he will get results in proportion as he learns these facts4 ,they will all be fully treated in following sections of the ,course but are mentioned here to show how closely they tie-up to the salesman's everyday work in serving his customers4 ,the best salesmen are those who know most about their product and their business and no one can be permanently successful without such a knowledge4 ,,styles ,one of the powerful forces to stimulate the customer's desire to buy is the wish to have something out of the ordinary in appearance4 ,this is another variation of the demand for variety that has been mentioned before4 ,to give the customer what is wanted in footwear variety calls for the steady changing of styles season after season4 ,a thorough understanding of conditions of fashion demand that good taste must be represented in footwear styles4 ,occasionally there will be a demand for freak styles that do not meet the generally accepted idea of good taste and common sense1 but these constitute the exception4 ,the shoe business of the country is conducted on sound principles4 ,it requires foresight to anticipate the wishes of the public and to have styles ready to supply when the demand is made4 ,a high degree of good judgment and common sense is needed4 ,for instance1 a manufacturer1 in making up his lines of women's shoes for a coming season1 must take into account the colors of dress goods that will be popular at that time1 in order that he may be in a position to harmonize the leather or cloth in the shoe with the costume4 ,he must take into consideration the length of the skirts to be worn and plan his styles accordingly4 ,the weaves and qualities of shoe fabrics must be considered1 and so on all along the line4 ,all this must be planned in advance in order that the salesman may have on his shelves the goods that are wanted and when they are wanted4 ,styles are a necessary feature to the success of a shoe business1 but unless they are properly understood by the shoe salesman they may act with a 8back kick10 like a rifle in the hands of an amateur4 ,the true facts are clearly brought out in an article that appeared recently in a booklet for the salespeople of a progressive mercantile company3 ,merchandise that has its value based on style loses its value as the season advances and something else is produced to take its place4 ,seasonal merchandise must be sold during the period in which it was intended to serve its purpose4 ,sales on style merchandise are not only justified but essential4 ,the price of this character of goods is based on the newness of style1 and merchandise loses its value when this feature is eliminated4 ,sales are a necessity to keep a stock clear of all odds and ends4 ,to allow goods to remain in stock beyond the period during which they should have been sold is only creating losses in the end4 ,no one serves the firm better than the salesman who always makes special efforts to have stocks clean4 ,from this it is clear that for the salesman to give the best service1 both to the customer and the house he represents1 it is essential that he have a thorough working knowledge of his stock4 ,the fact is often overlooked that it is from the last pairs of shoes in a line that the proprietor gets his profit4 ,if these are not sold they become dead stock and their value decreases the longer they continue to lie on the shelves4 ,,stock ,,arrangement ,the size of a store and its inside arrangement will have a great deal to do with the way in which the layout of the stock is to be planned4 ,however1 there are some important points to be remembered which apply regardless of the amount of room available for storing the stock or the kind of fixtures used4 ,a plan well worth following is that of keeping to the front the stock first purchased so that it may get first attention on the part of the salespeople4 ,the tendency is to give the most prominent position to goods just received and to overlook the goods that have been in stock for some time4 ,we naturally forget the things that are out of sight4 ,to do this with the stock means to pile up a number of short lines that will later have to be sold at a sacrifice4 ,thus a loss results that might have easily been avoided through a little care in the arrangement of stock4 ,the following are some valuable suggestions on the care of stock made by ,mr4 ,conner of the ,george ,e4 ,keith ,stores ,company3 ,we shall assume that the salesman is required to do a certain amount of stock work--that a certain number of sections are given to him to be cared for4 ,rightly1 he should take as much pride in this stock as he would in new furnishings in his home4 ,the contents of the cartons should be kept clean and presentable at all times4 ,a liberal amount of tissue paper should be kept between the shoes1 and it should be well straightened out4 ,the cartons should be kept clean so that the salesman might justly feel proud of the appearance of the goods if a customer should enter the store hurriedly and notice a certain number in the stock4 ,the appearance of a particular pair of shoes pulled out should be such that the customer would receive the impression that it had just arrived from the factory4 ,there should be the look of freshness and newness that would at once appeal to the customer and influence his decision in favor of buying4 ,the control of a stock section given over to a salesman does not mean simply that the stock is to be kept clean and salable4 ,depending on the volume of business and the size of stock carried in the particular store1 there are a minimum number of pairs of shoes that constitute a profitable line4 ,assuming that the business cannot operate profitably any one line of shoes when there are less than twelve pairs1 as soon as any one of the lines in the salesman's charge is brought down to that number he should at once take sizes and report the facts to his manager4 ,he should take sizes on his stock at least twice a week and should know that no sizes are in the stock room that should be on the shelves4 ,another point of importance in connection with neatness and order in the stock is that of returning to their proper places goods that have been taken out to be shown to the customer4 ,the slip-shod way is to put the shoes in wherever there happens to be an empty space4 ,the result of doing this is that either the pair will be lost trace of1 or it will cause unnecessary work on the part of someone else in weeding out stock incorrectly placed and in putting it where it properly belongs4 ,it is as easy to return stock to the special place provided for it as it is to pick out the wrong place4 ,the goods when rightly placed can always be found when wanted without loss of time and effort on the salesman's part spent in searching around among half a dozen places where he or someone else might have put them4 ,,time ,,saving ,w4 ,w4 ,willson1 manager of retail stores for ,rice ,hutchins1 considers the matter of a thorough acquaintance with the stock of particular value to avoid wasting the customer's time4 ,he says3 ,the average customer today demands dispatch when making a purchase4 ,dispatch does not mean to carelessly rush through a sale1 but to do away with unnecessary loss of time4 ,people as a rule have numerous things to attend to either in a business or social way1 and they will not waste valuable time waiting while some uninformed salesperson tries to serve them and makes a blunder of it4 ,the customer invariably remembers an experience with this kind of salesperson and makes a special point to avoid him when the next purchase is made4 ,he will find the salesman who knows the stock4 ,it is often said that 8time is money40 ,to convince yourself of this divide your earnings each week by the number of hours that you work and you will readily understand how much your own time expresses in money on the expense account of the store or department4 ,remember that this applies also to your customers4 ,you should know your stock so well as to require only the minimum of time to properly transact the sale to the best interest of the customer as well as yourself4 ,a thorough knowledge of the stock helps you to do this4 ,take care of it and keep it in condition to show and to sell to the best advantage4 ,it is a recognized business fact that a following of satisfied customers is the best possible advertisement that any business or salesman can have4 ,satisfied customers return and make other purchases2 they influence other customers to come to the store or department4 ,this increases your sales and the profits of your firm4 ,an increased volume of sales increases the value of the salesman4 ,the person who sells the most goods with the greatest satisfaction to all parties concerned receives the greatest reward in compensation and promotion4 ,,keeping ,,posted ,,on ,,new ,,stock ,bearing in mind the important fact that style goods must be sold during the current season1 it is clear at once that the salesman must keep himself posted at all times on new goods received4 ,a week lost in getting informed of the fact that there is a new style in stock means more than the loss of six business days4 ,it may mean that a certain number of customers have been required to accept goods less desirable to them1 or it may mean that the business has been lost altogether4 ,the customer does not buy shoes every week or every month1 and on that account a sale lost this week often results in the loss of a sale for the season4 ,the time to sell seasonal goods is at the opening of the season1 and every day past the opening reduces the possibility of a profitable turnover and increases the prospects of 8left-overs0 and dead stock4 ,new styles coming in should be carefully studied to determine the type of feet for which they are most suitable4 ,to show a woman a new style of shoe just received1 and explain to her that it represents the most advanced model of the season1 would be good business provided she could be properly fitted in such a shoe4 ,on the other hand1 if her foot is of such a shape that it could not wear the new style1 it would be better business for the salesman to say nothing about the new styles and to give his whole attention to the shoes he has to fit the particular foot4 ,to be prepared to meet this situation when it occurs requires that all shoes in the stock be studied with the idea of learning their points of advantage or limitation as applied to different classes of feet4 ,in line with this same suggestion is that of watching the stock of sizes in new goods received4 ,the particular size may have been out of stock three days or a week ago1 but there is always the possibility of a new shipment having been received4 ,if the salesman does not actually know the condition of the stock in a certain size1 he should make it a point to find out rather than to accept the fact that it was out of stock when he inquired yesterday or two days ago4 ,above all he should not advertise the fact that he does not know the stock with any such remarks as 8,i'm not sure that ,i have your size10 or 8,i don't think we have that style40 ,,customers' ,,criticisms ,one of the very difficult problems that men in public life have to meet is that of learning the opinions of the people they represent concerning current matters of importance4 ,for instance1 the governor of a state or the mayor of a city is seriously interested in the opinions and desires of his constituents on matters that he will be called upon to settle4 ,he is not able to meet personally and learn the views of more than a dozen or a few dozen people1 and so he very wisely takes advantage of public opinion--which includes criticism as well as favorable comment4 ,in fact1 the experienced man will be more considerate of the criticism than the commendation1 because it gives him the advantage of good judgment on the opposite side of the question4 ,he is wise enough to know that his opinion may not be sound1 and for that reason he takes advice from his critics4 ,in retail selling1 also1 there is the possibility of getting good advice from critics4 ,a customer may not be pleased with the style of a shoe1 the quality1 color or fit1 and will probably express that fact as a criticism4 ,nobody delights in receiving criticisms1 of course1 but just the same it is a wise merchant who considers these opinions of outsiders and plans to take advantage of whatever good there may be in them4 ,a word dropped by a customer may contain the answer to the question of why this or that line does not move4 ,a word from the customer concerning the kind of service he has received may contain a suggestion to the salesman to give more attention to a feature of his work he may have been overlooking and which may have been responsible for loss of sales4 ,a great many stores today take advantage of customers' criticisms by requiring the salesman to prepare a record of each sale that is lost and the reason why it was lost4 ,every man1 regardless of his position1 can afford to consider carefully any comments having to do with the quality of his work4 ,he should1 moreover1 consider them with an open mind1 so that he will be in a position to judge the value of each suggestion1 rather than simply to pass it by and try to forget it quickly because it is unfavorable rather than a pat on the shoulder4 ,,stock ,,turnover ,a ,new ,england merchant operating a country general store made it one of his business rules that he would never sell an article at less than cost4 ,his way of figuring was that if he never made a sale at a loss he could never lose money and consequently his business was bound to prosper4 ,and so he went on year after year faithfully following out his original idea1 which later became as a law to him4 ,each year contributed to pile up more stock1 and each year he found himself with more dead stock1 that steadily decreased in value the longer he kept it4 ,there could be only one result following from such a short-sighted policy--the business died of dry-rot4 ,it was then for the creditors to sell the goods at whatever they would bring1 and it was an actual fact that some of the goods were found to have been in stock for twenty-five and thirty years4 ,for our purpose we are interested in this experience only as it shows the importance of keeping the stock moving4 ,the old country merchant knew nothing of the meaning or importance of stock turnover4 ,today most merchants understand that a great measure of their success in trading is dependent upon the ability of the salesmen to sell out the stock promptly4 ,a profit is made only when the goods are sold1 and therefore the store's success is measured by the number of times a line of goods can be sold out or turned over during the course of a year4 ,to say that a certain line of shoes has a turnover of four1 means that the line is sold out and replaced with fresh stock four times during the year4 ,the following is a word of good advice given to merchants on this important matter of turnover3 ,did you ever think of shoes as so many dollar bills lying on your shelves8 ,picture this thought in your mind4 ,as long as they repose on your shelves they do not work for you4 ,in fact1 converted into shoes1 they cost money and depreciate in value the longer they stay there4 ,it would be better to have real dollar bills tucked away in your stocking2 you would then receive no interest but they would not cost you money4 ,keep your stock moving6 ,clean out slow sellers6 ,stock turnover is the secret of success in conducting a store4 ,the salesman's work has a very direct relation to the matter of stock turnover1 for1 after all1 he is closest to the customer and upon his knowledge of the stock and selling ability depends a great deal of the success in keeping the stock moving and of keeping it clean of short lines and dead stock4 ,this is no small responsibility4 ,a knowledge of the stock is essential4 ,on the part of the salesman it requires that he know what goods he has to offer1 where he may find them quickly1 their particular merits and special advantages from the customer's point of view4 ,,chapter ,,xi ,,money ,,value ,,of ,,ideas ,,getting 8,,under ,,his ,,skin0 ,it is for the salesman1 if he is to get results1 to talk to his customer in terms of facts and ideas--not simply 8words40 ,sometimes we hear of a person who 8talks a great deal but says nothing10 and we understand by this that his statements are without facts--that there is no point to what he says4 ,personal selling is a matter of presenting the story to the customer in such a way that he realizes he is getting information4 ,it is for the salesman to tell his story so that it will 8get under the customer's skin40 ,this requires a certain amount of originality1 a knowledge of what is being sold1 an understanding of the customer4 ,in reading footwear advertisements1 which are simply printed selling talks1 it is interesting to notice how well the selling points are presented to appeal to different classes of customers4 ,the following one1 for instance1 is directed to men4 ,it is brief1 but in a few words brings out the story by emphasizing the qualities of comfort and convenience1 which are of greatest importance to most men3 ,low shoes give your ankles a holiday every day4 ,perhaps russet is a bit cooler--it's easier to care for anyhow4 ,other people think more of exact shoe fitting1 especially if they are having trouble with their feet4 ,the main selling point in this case is that of offering a shoe to do away with further troubles4 ,the following ad4 shows how this was done4 ,the shoe salesman has the same problem1 except that he has the advantage of meeting the buyer face to face and can tell his story in a little different way4 ,ever have trouble with your feet8 8,blank0 wearers never do4 ,that's because the 8,blank0 fits perfectly--no pinching1 nor pain for the grown-ups--no deformities for growing feet4 ,the 8,blank0 shoe starts the foot right and keeps it so4 ,but1 as every shoe salesman will know1 different people have different ideas concerning what is the feature most desirable in a shoe4 ,to impress the person who considers as uppermost the matter of appearance and style1 the selling talk is directed along a different line so as to 8get under the skin0 of such a customer4 ,if you have a pretty foot and ankle1 wear a shoe that does them justice4 ,if you haven't1 wear a shoe that makes them look as if the pretty foot and ankle were yours4 8,blank0 shoes for women emphasize the pretty foot1 add grace and shapeliness to any foot4 8,blank0 shoes fit all over--not in spots4 ,they fit around the ankle and they fit around the foot1 and fit both with the smoothness of a stocking and the firmness of a glove4 ,the fit of the ankle is for something more than looks4 ,that graceful custom-made 8curve0 at the back holds the shoe firmly but gently in place4 ,no up-and-down slide--heel-hurting and peace-impairing--to the 8,blank0 shoe4 ,these selling appeals are all made with the express purpose of meeting the individual desires of different classes of people4 ,the man who tells the printed story realizes that he cannot get results in talking style to the person who is suffering from foot trouble1 or vice versa4 ,he realizes that there are many classes of customers and he plans his selling talk so that it will be accepted by the people to whom he is talking4 ,the salesman will realize at once that he must meet the same condition4 ,,making ,,two ,,sales ,,out ,,of ,,one ,just as it is possible for a man1 by mixing brains with his effort1 to make two blades of grass grow where one grew before1 or to grow two bushels of wheat on the plot that formerly produced but one1 so also the salesman may increase his production of sales4 ,with him it is a matter of seasoning his effort with ideas and suggestions that will appeal to the customer and stir-up the desire to buy4 ,to illustrate3 ,the manager of one of the finest shoe departments in the ,united ,states has built up a big business in patent low-cut shoes4 ,the growth has come about largely through the application of an original but simple idea that has as its basis a positive suggestion to the customer4 ,the plan may be described briefly by mentioning the case of a woman who enters the department to purchase a pair of spats4 ,the salesman1 working on the idea1 gets the spats1 removes the customer's shoes and puts on her feet a pair of patent leather pumps4 ,he had1 of course1 previously taken notice of the size of the customer's foot4 ,having put on the patent leather shoes the salesman then adjusts the spats1 dropping just a word of explanation to the effect that spats can be judged to better advantage when fitted over patent low-cuts4 ,the result in a large percentage of cases is the sale of the patent leather shoes as well as the spats4 ,illustrations without number might be mentioned to show the generous response1 in the way of increased business1 that follows in the path of intelligent effort4 ,some of these the salesman might well use1 without variation1 in his daily work2 others he might improve to meet more closely the demands of his own trade4 ,however1 the greatest good will come to the salesman who uses these illustrations as a guide rather than as a model to be copied line for line4 ,an incident worth mentioning is that of a gentleman accompanied by his wife and two children who entered a shoe department to purchase a pair of canvas shoes for the lady4 ,it was in the early spring and the family was starting off to spend some time in the country4 ,while serving the woman the salesman noticed that the husband was wearing heavy winter shoes1 and after completing the first sale he suggested a 8pair of comfortable canvas shoes for all-around country use10 and mentioned that a new line had recently been received4 ,he was then quickly on his way to select a desirable shoe1 and by the time he returned the customer had half decided that he probably would be much more comfortable with a pair of light shoes4 ,the feel of the shoe upon his foot served to complete his decision--and the sale followed4 ,a bright remark on the salesman's part to the effect that he could furnish 8two pairs of shoes for the price of the one just bought0 was an original way of suggesting shoes for the two children4 ,it appealed to the customer and another sale was made4 ,furthermore1 the customer was more pleased with having purchased the four pairs than he would have been with only the one he had first planned to buy4 ,it is out of the question to suggest that this plan or any other would produce results in every instance--every salesman knows that it would not4 ,on the other hand1 it does very clearly point out how intelligent effort on the salesman's part can be turned into sales when properly directed to meet the needs of the individual customer4 ,,advantages ,,of ,,an ,,extra ,,pair ,there is probably not one customer in fifty who understands why it is to his advantage to be provided with an extra pair of shoes4 ,most customers would agree that1 for the sake of variety1 it would be well to have another pair so that they might alternate in wearing different shoes4 ,but they do not realize that there is actually an advantage of money saving to be gained4 ,it is for the salesman to offer a definite reason for the purchase of a second pair4 ,if the shoes are allowed to 8rest0 every other day or perhaps for two days after each time they are worn the wearing life will be much greater4 ,by regularly changing off in this way1 opportunity is given for the foot perspiration to dry out before it is able to cause any damaging effect upon the leather and fabric1 especially that on the inside of the shoe4 ,in addition1 there is the sanitary advantage4 ,most people live in their shoes about sixteen hours a day and during that time subject them to a variety of conditions of cold1 heat and dampness4 ,from the standpoint of sanitation1 it is as important to provide sufficient ventilation for the shoe as it is to do so for the rooms in which we live4 ,,closing ,,the ,,sale ,,in ,,the ,,store ,satisfaction on the part of the customer is the basis of successful merchandising4 ,every wide-awake salesman and dealer realizes this fact1 and makes it a part of his selling policy to insure the customer's entire satisfaction1 as far as it is humanly possible to do so4 ,the mistake sometimes is made1 in trying to please a customer1 to leave an unnecessary opening for dissatisfaction4 ,for instance1 the salesman might make the remark to an undecided customer1 8,take them home and if they are not just what you want1 bring them back40 ,the suggestion is made with the best intention to serve well4 ,but there is in it the germ of indecision which may later develop into dissatisfaction and cause the customer to return the goods when there may be no occasion for it4 ,the time for the salesman to complete the sale is when he has the customer before him1 face to face4 ,there are exceptions to the rule1 but in general if the customer cannot decide favorably when he has the benefit of the salesman's advice and suggestion1 it is not likely that he will be able to do so later4 ,to suggest a decision later is the salesman's admission that he has not completed the sale4 ,what the buyer requires is more selling effort1 rather than more time so that he may think it out for himself4 ,closing the sale in the store means to learn just what the objections are that are holding up the decision1 and then to present selling facts so that the objections will be overcome and the sale will follow naturally4 ,if the customer is told to work out his own salvation by deciding later1 it is likely that his objections will take on greater proportions1 while the advantages must fade into the background4 ,the result then is that the goods will be returned1 and either the business is lost altogether or else the effort to sell must be commenced all over again4 ,a sale that is completed when the customer first calls is good business for the salesman4 ,to the customer it is even more satisfying1 for the reason that he is put to no inconvenience in returning the pair first bought and in selecting some other4 ,he is also more favorably impressed with the salesman's ability to sell and his understanding of the goods being offered4 ,,getting ,,business ,,from ,,outside ,,friends ,when a salesman encourages business with outside friends he is justified in his feeling that he is offering a higher quality of personal service than the friend would receive at any other store where he is unknown to the salesman4 ,to begin with1 there is a better basis of understanding between the buyer and the seller4 ,the salesman knows quite definitely what his friend desires in style1 fit1 quality1 and he may know his price limitations4 ,furthermore1 there is a natural personal interest in the customer that must surely result in his receiving the maximum of service4 ,these are advantages to be gained by the friend4 ,the salesman has the advantage of an enlarged list of regular customers as a result of a simple announcement that he is in the shoe business and that he would like to have a call from his friends4 ,along the same line may be considered the suggestion sometimes made by the salesman to the effect that 8,i wear this style myself40 ,a point such as this would carry weight with a close personal acquaintance of the salesman and would be well worth bringing out whenever necessary4 ,however1 to customers who are not personally acquainted with the salesman it would probably seem out of place1 and would carry no weight in bringing about a decision4 ,rather than run the risk of being misunderstood it would be better for the salesman to omit1 as much as possible1 personal reference from his sales talk4 ,,telephone ,,salesmanship ,more and more the advantage of the telephone as a means of getting business is coming to be realized by shoe salesmen who are alive to ideas4 ,with a list of his customers' telephone numbers the salesman is in a position to place himself and his story before any one of them within a moment's notice4 ,he may have an announcement of the receipt of a new line of styles which he knows will especially appeal to the customer1 or perhaps the salesman may have in stock a special-value shoe of the customer's size that he will be interested to see4 ,it may be an advance announcement of a sale1 or any one of a dozen items of special interest to a buyer4 ,the telephone is at the salesman's elbow4 ,it is as easy for him to tell his story to the customer as it is for him to 8talk about the weather0 to the man standing alongside of him4 8,good-morning1 ,mrs4 ,brown1 this is the ,progressive ,shoe ,store--,mr4 ,smith talking4 ,you will be interested to know that we have today received our complete line of spring styles4 ,there are two or three of the models ,i know will appeal to you especially40 444 8,wednesday8 ,very well1 ,i'll have them ready to show when you call40 ,the customer appreciates genuine service of this kind4 ,it requires just a moment of the salesman's time1 but produces big results in the form of increased business1 and it establishes the good-will of the customer1 both in the store and the salesman4 ,,personal ,,letter ,it requires somewhat more time and a little extra effort on the salesman's part to write a short1 personal letter to his customers to accompany the season's announcement4 ,the telephone can be employed1 perhaps1 with less effort1 but it is not always possible to make use of this means of getting in touch with customers4 ,there are some buyers who live out of town1 and others who cannot be reached by telephone--but the mails go everywhere4 ,the personal letter has its advantage in that it makes a more lasting impression on the customer's mind4 ,it is of a more permanent nature and is consequently less easily forgotten4 ,also it serves to get the salesman's name before the customer in such a way that it will be remembered4 ,it is a known fact that people remember what they read for a longer time than they do the things they hear4 ,this is no small matter from the standpoint of the salesman1 because he is continually working to single himself out from all other shoe salesmen in the mind of the customer and thus to build up a personal following of his own4 ,a short1 business-like letter will go a long way toward establishing such a relationship4 ,,salesmanship ,,and ,,display ,,fixtures ,the inside display case is the shoe store's open picture book4 ,almost everyone enjoys looking at pictures1 which is proved by the success of the moving-picture show4 ,were the salesman merely to say1 in suggesting an additional purchase1 that he has a pretty suede pump of a new model1 he could not do more than arouse a mild interest4 ,on the other hand1 if1 with the aid of the display case1 he is able to bring the shoe directly to the customer's notice he at once has interest and his statements then are not mere words1 but facts4 ,very often the tendency is to let the show case tell its own story2 to take it for granted that if the customer sees what he wants he will say so and buy it4 ,but that1 generally1 is not what happens4 ,most people are inclined to hold back in making a decision to spend money1 even though they realize their need for the goods4 ,a word from the salesman to bridge over the gap many times is all that is required to complete the sale4 ,display fixtures are mechanical and have their purpose to reduce the salesman's physical effort in showing the goods4 ,they do not take the place of the salesman but serve as his convenience to show more and to sell more goods4 ,it does not take a great deal of extra effort to finish off the sale of a pair of shoes with an additional sale of shoe trees1 hosiery1 shoe dressing or some other findings1 but the business amounts to a substantial figure in the course of a month4 ,,exaggeration ,just as it is important for the salesman to develop positive1 money-making ideas1 it is necessary for him to guard against anything in his selling talk that will result to deaden the customer's confidence4 ,lincoln very wisely said1 with his original knack of expressing the point so that no one could miss it1 that 8you can fool all the people some of the time1 you can fool some of the people all the time1 but you can't fool all the people all the time40 ,ninety-nine per cent of the customers are in the class of people who may be fooled once but who make it their special business to guard against it the second time4 ,exaggeration is one way of fooling the customer4 ,there are times when a sale might be closed more quickly by stretching the truth1 but the advantage to the salesman and the store cannot be lasting on such a basis4 ,when the customer learns that he has been fooled1 and in most cases he will find it out1 his further business will very likely be lost forever4 ,the customer has been given a just cause for grievance and it will be necessary to overcome his strong prejudice before he can be brought into the store again4 ,he will never entirely forget the occurrence even though he might overlook it for the time being4 ,moreover1 it will surely be revived in his mind at a later time upon any slight indication of what might seem to be an attempt at unfair treatment4 ,exaggeration is largely a matter of habit4 ,if the salesman allows himself to stretch a point today and he finds that it works1 the chances are that he will try the same trick a second and a third time1 until finally the exaggeration comes to him so naturally that he does not realize he is fooling the customer4 ,on the other hand1 it is a matter of habit also to cultivate honesty and square dealing4 ,if the customer is given the true facts in the first place it means that there can be no come-back--that he will know what to expect of the goods he has bought and that he will respect the man who sold them1 when he finds that they come up to his expectations4 ,,forced ,,sales ,another point of importance along this general line of thought is that of guarding against forced sales4 ,once in a great while it may happen that a salesman does not have in stock the shoe he knows the customer should have4 ,perhaps the customer may have a foot of such unusual shape that it requires either a custom-made shoe or some special model not carried in stock4 ,even though the salesman were to force on such a man a pair of shoes that would not give him service1 there could be no permanent advantage4 ,if the customer did not later return the shoes for a claim he would probably pocket his loss with the feeling that he had been beaten4 ,c4 ,a4 ,reynolds1 president of the ,keystone ,leather ,company1 ,camden1 ,new ,jersey1 who1 as a young man1 was a retail shoe salesman1 tells of an experience of his that illustrates this point4 ,a customer entered the store1 asked to be fitted1 and explained that he was having considerable trouble with his feet4 ,upon examining the foot the young salesman 7who was ,mr4 ,reynolds7 noticed that it was of such a shape and in such a condition as to require a special type of shoe that was not kept in stock4 ,the salesman frankly explained the facts and then advised the customer where he could get the shoe he needed4 ,the sale had been lost1 but the customer was pleased because he found what he wanted in the store to which he had been directed4 ,he returned to thank the young man for his advice4 ,and he did more2 he later brought his wife and three children to be fitted where he knew they would receive service4 ,it was a matter of losing one customer to gain four4 ,the experience illustrates the difference between the short-sighted policy of 8a sale at any cost10 and the true basis of selling on the foundation of service4 ,,chapter ,,xii ,,the ,,salesman',s ,,responsibility ,,selling ,p4,m4 ,,goods ,,purpose ,,of ,,the ,p4,m4 ,among retail merchants there has in the past been a great deal of discussion concerning the advantages and disadvantages of the system of offering the salesman special premiums for the sale of certain of the goods in stock4 ,probably every shoe salesman knows that ,p4,m4 is an abbreviation for the term ,premium ,merchandise1 ,premium ,money1 or1 as it is sometimes known to the salesman1 8pin money40 ,it represents a special commission offered the salesman for the sale of certain specified goods4 ,in every store there is some of the stock that calls for extra effort and skill on the part of the salesman in disposing of it4 ,the goods may be slow-selling lines1 discontinued or broken styles1 extreme sizes and widths1 or in some instances the premium may be placed on certain grades of higher priced goods4 ,whatever the reason may be in the individual case1 the premium is offered as an incentive to the salesman to put forth extra effort to move the ,p4,m4 stock4 ,from the standpoint of good merchandising it is important for the retailer to turn over his stock as quickly and as often as possible for the reason1 as already mentioned1 that the profit is made only when the goods are sold and that capital tied up in dead stock is wasteful4 ,by keeping a daily record of sales according to sizes and styles1 the manager is able to tell at a glance just which goods are moving and which are the 8shelf-warmers40 ,some stores1 when it is found that a shoe has not moved within thirty or sixty days1 immediately make inquiries to determine the reason4 ,if it is found that there have been objections to the shoe1 expressed by the customer1 and if the management decides that these will permanently interfere with sales1 the goods are at once classed as ,p4,m4's and arrangements are made to dispose of them promptly4 ,the truth is that the longer goods of this kind remain in stock the more difficult it will be finally to get rid of them4 ,,advantages ,in favor of the premium system may be mentioned the fact that it is an effective means of keeping the shelves clean1 at all times1 of dead stock4 ,to the house it means a smaller profit on the sale as a result of the extra commission paid the salesman1 but this is more than overbalanced by the fact that goods are being steadily kept moving and that there would result an even greater loss if they were allowed to remain in stock indefinitely4 ,the particular advantage to the salesman is that he is encouraged to sell goods that require on his part a higher degree of salesmanship than that called for in selling the popular lines4 ,then1 of course1 there is the evident advantage he has to increase his earnings to the extent of the premium4 ,,disadvantages ,it is not to be expected that the ,p4,m4 system has all advantages in its favor1 and none of the disadvantages to offset them4 ,indeed1 there are many retailers today who are very strongly opposed to the premium system and who will not introduce it into their own organizations1 on the ground that it works against the best interests of the customer4 ,the opposition is based on the claim that the tendency to earn the reward is so great on the part of the salesman that there is the likelihood that the customer will be prevailed upon to buy goods that are not best suited to his needs4 ,in other words1 the inexperienced salesman will have foremost in his mind the fact that a certain shoe bears a ,p4,m41 and in order to earn this for himself he will adopt the short-sighted policy of selling the shoe to the customer1 even though he may know it to be the one not best suited4 ,if the salesman should allow himself to be influenced in this way in order to earn a small commission1 it is certainly true that the premium system would be a failure4 ,it would be a great deal better to have the dead stock on the shelves than to allow the customers to be badly served4 ,the result would be to lose the customer1 and this1 of course1 would be fatal to the business if the system were allowed to continue4 ,it is from 8repeat0 business that the store makes its soundest profits1 and it is also from 8repeat0 business that the salesman establishes himself as a big sales producer4 ,he cannot afford to allow a small temporary gain in the form of a premium to stand in the way of his future development and success as a salesman4 ,,salesman',s ,,attitude ,,toward ,p4,m4',s ,mr4 ,willson of ,rice ,hutchins makes the following suggestions concerning the salesman's proper attitude toward premium goods3 ,in his service to the customer1 the successful salesman will consider first1 the customer's interests2 second1 the firm's2 and finally1 his own4 ,this is the basis of true service4 ,as we serve1 so shall we profit4 ,service and not self is the basis on which the success of present-day business is built4 ,the salesman who has set a high standard for himself will use ,p4,m4's in the proper way--as an incentive to learn the stock and to improve the quality of his own work4 ,the broadest minds in the retail merchandising field will tell you that the most capable salesman will sell1 first1 the goods that have been in stock the longest1 discontinued or broken styles and the higher grades of merchandise--whenever these goods will properly serve to satisfy the purchaser4 ,the ,p4,m4 system is intended as a means of stimulating the salesman's ability to serve and to satisfy the customer4 ,if you1 as a salesman1 do not plan for the steady improvement of your work day by day1 you will fail1 whether you are working on the ,p4,m4 system or any other system4 ,when properly understood by the salesman1 the premium plan encourages better service1 better business1 better salesmen1 bigger profits for the store and bigger earnings for the salesman4 ,,returns1 ,,exchanges ,,and ,,adjustments ,,the ,,customer',s ,,frame ,,of ,,mind ,the responsibility of meeting and bringing about a settlement with the customer who presents a claim for adjustment1 exchange or return is generally placed in the hands of the store manager or an assistant4 ,however1 this important matter will be considered here for the reason that every shoe salesman1 although he may not at present be holding either of these positions1 is looking forward and preparing to assume the greater responsibility4 ,for that reason he has a special interest in this subject of complaints and adjustments4 ,when the customer returns to the store for the special purpose of registering a complaint concerning the goods1 he sometimes has the feeling that he has been unfairly treated4 ,he may have the suspicion that an imperfect article was intentionally sold to him because he seemed 8easy40 ,in fact1 if he thinks about it long enough1 he will probably recall that when he made the purchase the salesman spent some extra time looking over the stock--and before long the customer will convince himself that the selection was made from a job lot4 ,he may decide that he has had palmed off on him a shoe that was a 8second10 and that it was done deliberately4 ,nothing but imagination on his part1 of course1 but in a great many instances these are the thoughts that go through a customer's mind if he is dissatisfied with a shoe or if it has failed to give him proper wearing service4 ,he approaches the store with fire in his eye1 and is all keyed-up to meet opposition4 8,i'm not at all satisfied with these shoes2 they are imperfect and ,i expect you to make good10 he blurts out and expects a similar reply4 8,i'm obliged to you1 ,mr4 ,jones1 for bringing them back so that we may get at the cause of the trouble10 is the salesman's reply--and the customer is at once without defence4 ,he has planned to meet opposition but finds that the salesman is with him rather than against him1 and the one-sided argument has ended4 ,the customer is then in a frame of mind to listen to reason4 ,a brief explanation to tell him of the special care that is exercised in the inspection of shoes is often a good means of establishing the customer's future business on a permanent basis4 ,explain to him1 for example1 that 8a rigid inspection of all shoes is made as they arrive1 and never is anything allowed to go into stock when there is the slightest indication of weakness--still we cannot always tell what is underneath the surface of the leather4 ,of course1 in cutting shoes only selected skins are used1 but even with this extra precaution occasionally a weak spot is found in a skin after the shoes are worn40 ,these are features of service the customer receives and still in most cases he knows nothing about them4 ,the opportunity is offered in a case of this kind to impress upon him the facts and thus to strengthen his confidence in the ability of the salesman and the store to serve him well in the future4 ,,returns ,there is a story of an old woman who had her small savings in a bank which was reported to be in difficulties4 ,at once she started out and appeared1 bank book in hand1 before the paying teller's window4 8,have you got my money in there80 she inquired4 8,yes1 madam1 do you wish to withdraw it80 8,well1 if you've got it ,i won't bother1 but if you haven't got it1 ,i want to take it out40 ,oftentimes the circumstances are much the same with the customer who asks for permission to return goods4 ,in general1 retail merchants have found it to be the best policy to show a willingness to grant cheerfully and quickly the permission and1 in a cash business1 to refund the money4 ,this is a part of the store's service to its customers and in every instance it will make a favorable and lasting impression4 ,when the customer is satisfied in this way it means that other purchases will shortly follow1 if it is not possible to make another sale at once4 ,,exchanges ,the return or exchange of any goods that have been damaged or abused1 unless there is in them an imperfection1 should be carefully guarded against4 ,if the goods are imperfect and are not up to standard there is every reason for allowing the return or exchange1 but there is no good reason why the store should be called upon to pocket a loss as a result of the customer's change of mind after having used or abused the goods4 ,concerning the return of goods that may be resold without loss1 it is a rather general policy to permit an exchange without ceremony and to do it cheerfully and promptly4 ,the idea behind this is that the customer has every right to change his mind regarding the purchase4 ,the fact that he has previously been fitted and sold should in no way enter into consideration to limit the amount or quality of service offered on the exchange sale4 ,this is another refinement of the broad business principle of giving the customer just a little more than he may be entitled to4 ,it pays1 however1 for the reason that it establishes a sounder basis of business friendship and good-will4 ,it is clear1 of course1 that if the customer should show a desire to exchange a shoe for one less desirable from the standpoint of fit and comfort1 the salesman would offer the benefit of his more expert knowledge by explaining the facts1 without insisting4 ,,adjustments ,there can be no hard and fast rules laid down concerning the extent or amount that should be allowed on claims for allowances4 ,the principal point is to meet the customer on even ground when the claim is made1 and as already1 mentioned1 to get him in the proper frame of mind so that he will be in condition to think on a reasonable basis and without prejudice4 ,frank ,butterworth1 store sales manager for the ,regal ,shoe ,company1 makes some practical suggestions concerning adjustments3 ,our policy1 like that of other progressive retailers1 is that 8the customer is always right40 ,we have confidence that the average ,american wants to play fair4 ,for that reason we make it a general custom to let the customer adjust his own complaint4 ,experience has shown that our idea of what is a reasonable amount to be allowed on a claim is often lower than the customer's estimate4 ,on the other hand there are just as many cases where the actual cost of settling a claim is less when the adjustment is left to the customer4 ,after making settlement of the claim our policy is always to resell the worn shoes to the customer4 ,we believe that even in their unsatisfactory condition1 they are worth more to the customer than to anyone else and that it is to the advantage of the customer1 ourselves and the whole shoe industry to get all the use possible out of every foot of leather that goes into shoes4 ,,co-,,operation ,,team ,,work ,co-operation is a matter of pulling together so as to produce the best results for everyone concerned4 ,it requires that everyone in the organization shall work as a unit for the common good of the customer1 the store and each person in the store4 ,a salesman cannot hope for results by trying to work independently of his fellow workers1 the office1 the management and the whole store system4 ,a most important feature of co-operation is that called for in cases where it is necessary to turn over a customer to some other salesman to complete the sale4 ,it is a valuable salesman who realizes1 even before the customer himself1 that there is a lack of interest or confidence on the part of the customer4 ,there are times when he should be turned over from one salesman to another4 ,when the customer first shows any restlessness and is not just satisfied with this1 that or the other style that has been shown him the salesman has his first cue4 ,he should not wait until he has shown the entire stock of merchandise4 ,he owes it to his team partner to leave something for him to work with4 ,the transferring of a customer to another salesman does not necessarily mean that the second man is more capable than the first4 ,if the sale is completed by the turnover man it may mean simply that his manner of approach and selling talk is more to the liking of that particular customer4 ,people have special preferences for different styles of clothes or kinds of reading4 ,even the best of salesmen will have their occasional difficulties due simply to the fact that their personalities or methods of selling do not harmonize with the views and preferences of the customer4 ,as a general rule the salesman who turns business to his team partner will often find that there are just as many instances when his partner will find it necessary to do likewise4 ,for this reason the question is not so much one of salesmanship as it is of giving the customer the kind of service that pleases him most and that secures his business4 ,the salesman would not be doing himself full justice if he did not make a special effort to determine for his own good whether there had been any part of his selling effort that was weak and that may have been responsible for the customer's lack of confidence4 ,perhaps he had misjudged what was wanted in the matter of style or quality or perhaps he had not been positive enough in his efforts4 ,he may have been only lukewarm with the customer who needed to be assisted in making a decision or he may have been too insistent with the man who preferred to do his own deciding4 ,it is well for the salesman to learn these things at the time so that he will be in a position to profit by the experience and steadily improve the quality of his work4 ,a few minutes spent in going over the circumstances with the salesman who completed the sale will be found to be well worth the time and effort from the standpoint of better business made possible through the ability to understand and serve all classes of customers4 ,,pulling ,,together ,,with ,,other ,,departments ,the management of the store or department may provide for team work among the salesmen but it is for the men themselves to determine the degree of success they are to have in working together4 ,no man can be a genuine success who cannot pull together with the men around him4 ,friction among the men and women who make up a business organization is like friction between parts making up a machine4 ,it results in wearing out the parts that are not working properly and it retards the work of the whole machine4 ,any man in the organization who tries to work alone and in disregard of the other parts of the business machine is bound to cause friction1 and as a result of this he will wear himself out and limit the advancement to which he would otherwise be entitled4 ,the salesman should pull together with the advertising department4 ,he should make it part of his job to study the store advertisements as soon as they appear so that he may fully understand all the selling points of the goods advertised and so that he may know exactly what the customer has in mind when he calls for a particular style or quality advertised4 ,this is part of the salesman's responsibility to himself and his job1 provided he is serious enough about it to figure beyond the weekly pay envelope and to plan each day's work so that it will serve as a stepping stone to the position of greater responsibility--toward success1 which is the goal of every red blooded and clear thinking man and woman in business4 ,the salesman should actually study every piece of advertising matter put out by the store1 whether it be a catalogue1 sales letter1 newspaper announcement or window display card4 ,the interested customer will study the ads41 and surely the salesman cannot afford to do any less4 ,not only should he study the advertising of his own store but he should make himself familiar with what is being done by other stores in the same line4 ,no man1 no matter how capable he may be1 is beyond the point where he can profit by the experience and ideas of other men4 ,the salesman who is alive to his responsibility and who is pulling together with other departments of the business will often be able to make valuable suggestions based upon ideas that he has gathered outside the business4 ,every advancement that has ever been made in business1 in science and every other branch of the world's work1 has been the result of an idea of some one who was able to look a little further ahead than the rank and file of other people around him4 ,the salesman's idea may be one to improve the style of advertising or it may be an idea on some improved method of stock arrangement1 window display1 delivering the goods1 or meeting objection on the part of the customer4 ,there are dozens of such opportunities for improvement in every business but they come only to the man who has his net out to catch them4 ,in other words1 the salesman must go half way to meet them by taking the trouble to look around with an observing eye and by thinking along the line of improvement1 both for himself and the business with which he is associated4 ,the two are so closely related that a man cannot advance the interests of the business without advancing his own interests also4 ,an original idea is one of the most valuable things in business4 ,the man who can produce it is the director of his future4 ,,working ,,in ,,harmony ,,with ,,the ,,store ,,system ,in every organization1 business or otherwise where there are a number of people working together it is essential that there be provided a certain fixed method of operation to insure the best results throughout4 ,a transaction is not complete when the salesman makes the sale4 ,it must be followed up1 for instance1 with certain very important work in the office department4 ,records of sales and customers' charge accounts1 stock records and reports of various kinds must be prepared for the management4 ,all these things are essential--no business can get its full share of success unless it has the benefit of correct statements concerning present conditions and results of operations in the past4 ,the records serve the same purpose to the manager of a business as a chart of the sea serves the navigator in guiding the course of his vessel4 ,the salesman has a responsibility to co-operate with the office by providing a complete and correct record of every sale1 exchange or return that passes through his hands4 ,he may feel that certain of the information called for is not necessary and consequently he may disregard it in the preparation of his sales tickets4 ,the important thing for him to remember1 however1 is that the work of the office begins where the salesman's work ends4 ,every item of information called for is necessary and important--to supply any less means that the correctness of the office records will suffer and as a result their usefulness will be reduced4 ,customers' names1 their correct addresses1 the address to which delivery is to be made1 information concerning the billing and payment1 records of the style and sizes of stock sold--all of these facts are of the greatest importance from the standpoint of the management4 ,if the salesman fails in giving the correct information in the first place1 the error will necessarily be passed along and limit1 if not destroy1 the usefulness of the whole record system4 ,a moment longer spent by the salesman in preparing the ticket at the time the sale is made will give him the opportunity to get the facts1 to get them correctly and to get them complete4 ,the store system requires of the salesman that he co-operate also with the shipping department4 ,first of all this demands that he get the correct instructions concerning delivery and that he make it part of his job to get them down in black and white so that there can be no loop-hole for error in having the goods go astray4 ,anything that acts against the entire satisfaction of the customer is bound to reflect upon the salesman as well as the store4 ,for that reason1 if for no other1 there is a responsibility to work hand in hand with every department1 for the full satisfaction of the customer4 ,co-operation with the shipping or delivery department means1 in addition1 that the salesman shall know in a general way what is possible in the way of delivery before making a definite promise to a customer4 ,before giving the assurance that a package will be delivered 8tomorrow morning0 he should first of all know whether such a thing is practicable in view of the work already in hand4 ,this may seem a small matter and1 in fact1 it is because it calls for but a small amount of extra effort on the salesman's part to keep himself informed on such things and to guide himself accordingly4 ,however1 there is always the possibility of serious trouble and possible loss of business brought about through disappointment caused the customer as a result of unfilled promises made by a salesman at the time of the sale4 ,,individual ,,responsibility ,it is a fact generally recognized that authority and responsibility move to the man who shows himself able to assume them4 ,what every live1 progressive business organization is looking for today is the man capable of measuring-up to the big jobs--not simply the man who has been with the concern for a long while1 but rather the man who has shown himself broad enough to shoulder and to carry authority4 ,there is a vast difference between the man who is merely willing to accept a bigger position and the man who shows himself able to accept4 ,the one may have nothing more than a vague hope1 whereas the other has a burning desire and a determination to move on and up4 ,the salesman of purpose puts into his work the spirit of partnership--the spirit that he is working in the interests of 8our0 store1 of which he is a part4 ,another man measures the extent of his service according to the idea that his effort is entirely for 8their0 store--and he limits his own progress accordingly4 ,the man of purpose will naturally show that he is capable of handling authority1 he will take pleasure in doing his work well and he will steadily move up to the higher plane of usefulness and responsibility4 ,such a man will work with the management of the business to improve conditions as he finds them4 ,no progressive manager is so satisfied with himself and his own way of doing things that he would not welcome suggestions for improvement coming from anyone in the organization4 ,if he is a man of experience he knows that no matter how clever he might be he could not himself hope to discover every opportunity of improving his business4 ,for years the oil refiners of the country had been throwing away the most valuable part of the petroleum product1 as produced by nature1 until one day a man with a different point of view proved that millions of dollars worth of oil products were annually being carted away in the dump wagons4 ,now we have a hundred useful products extracted from the mass4 ,every man in business today should realize the important fact that his work1 no matter what the nature of it may be1 is not a cut and dried process or method to be accepted and worked upon as handed down by those who preceded him4 ,rather1 it is a responsibility and an opportunity4 ,he should1 of course1 take advantage of the experience of those who have preceded him in the work1 but that should be to him simply the starting point from which he may begin to develop his own ideas and improvements4 ,when a man gets into the habit of regarding his work as an opportunity rather than a task he naturally takes a personal responsibility in developing himself and improving the quality of his work4 ,whatever he does will have behind it a purpose4 ,the man will work with his eyes open to opportunities for improvement4 ,this does not mean1 however1 that he will take the attitude of criticizing or fault finding1 but rather the attitude of working with his fellow workers and the management for the good of all concerned4 ,too often we learn of the man of ability1 who because of his modesty1 hesitates to make known his ideas for improvements4 ,he perhaps has the feeling that he is not able to contribute anything that his boss does not already know1 and may never come to the point of making his ideas known4 ,in doing this1 he is of course working against his own best interests and those of the business4 ,he should get himself into the habit of airing his views on anything that has to do with the interests of the business4 ,he should get into the habit of talking with those in authority4 ,his first suggestion1 perhaps1 may not be entirely workable but he will at least have the satisfaction of knowing why1 and he will be the better informed in working out his second and third suggestions4 ,all this calls for the putting forth of some extra effort and the use of brains1 but it spells the difference between the man who is able to shoulder responsibility and the one who simply follows instructions4 ,the difference is well worth the extra effort to the man who has the faith in himself to plan definitely his success4 ,,the ,,salesman ,,as ,a ,,consulting ,,expert ,the twentieth century is an age of specialists--men who are experts in a particular branch of important work4 ,the time was when a man was classified as a doctor2 now he is a specialist in cases having to do with the treatment of the eye1 the throat1 the stomach1 the feet or more than a dozen other of the specialized branches into which the profession is today divided4 ,the lawyer also is a specialist4 ,he may be an expert in real estate law1 insurance law1 trade mark law1 or admiralty law1 but he is a specialist or expert in some one particular subject and he is in demand because he is recognized as an authority by people desiring information and advice in his particular field4 ,in the same way the shoe salesman should aim to make himself an expert in his field of work4 ,he should know the subjects of correct fitting1 the processes of manufacture and the special advantages of each from the standpoint of the customer1 the materials used and their particular points of merit--all these things and more he should know intimately because they have a very direct bearing upon the quality and success of his selling work4 ,when the shoe salesman places his work upon such a level that the customer may consult him for advice and suggestion concerning style1 service and fit he will then find himself in the same demand and of like importance to experts in other fields of business life4 ,the opportunity is open4 ,only now are the people beginning to realize the possibilities of genuine service and advice to be had in the way of correct fitting and suggestion concerning styles and qualities4 ,the salesman who is willing to meet the demand by preparing to establish himself in his work as a consulting expert is assured of a future limited in the degree of success by nothing but the standard he sets for himself4 ,,conclusion ,accomplishment in business or in any other field of endeavor is to a large extent a state of mind4 ,it requires first of all that the man shall have a strong1 healthy determination to succeed and confidence in his ability to do so4 ,it requires also that he shall be willing to supply himself with the necessary tools to build success1 in the same way that the shoemaker provides himself with the necessary tools to make a pair of shoes4 ,the ,training ,course for ,retail ,shoe ,salesmen is the salesman's kit of tools with which he may build for himself success in his work4 ,but he must learn to use the tools4 ,in other words1 he must first read the ,course and secondly he must make it a part of his daily selling work to apply the principles4 ,the suggestions made are practical and workable4 ,they are taken from the experience of men who have succeeded and therefore they are not simply opinions but proven facts4 ,a man's development is not something to be completed in a day or a week4 ,it is a gradual process of growth4 ,the reader will do well to refer back to this volume from time to time for the purpose of refreshing his memory on the different matters bearing upon shoe salesmanship and self development4 ,in this way he will be in a position to determine the extent of his progress along the lines suggested and1 what is still more important1 he will be encouraged to renew his efforts in the knowledge of his definite progress already made toward the greater success that awaits him4 ,,the,,plimpton,,press ,,norwood,,mass,u,s,a ---------------------------------------- -------------------------------- ,,transcriber',s ,,notes #a4 ,silently corrected typographical errors4 #b4 ,retained anachronistic and non-standard spellings as printed4 #c4 ,enclosed italics font in underscores4