, 1889-05-31
40. y. CARHoLL- Editor.
now TO WCREASEBUSLNESS

now TO INCREASE BUSINESS.
No man can do business unless he
deals in something the people want, says
a clever writer in Printers Ink. Unless
he has a clear field and no competition, he
must not only have what is wanted, but
must have it of the better quality, at a
cheaper price, OF serve it iu a more satis-
factory manner than his competitors do,
otherwise he will attract only his share Of
the trade. Every successful business man
must secure more than an average
share.
In all trade it is important that the
profits shall be fair. The markets are ac-
ccssible TO all dealers. The quality of
goods offered by one may therefore be
as good rs any other can afford at the
same price; consequently the style Of
serving customers becomes the natural
avenue through which to force an IN
creased trade. Suppose, then, that the
price of your goods is a fair, full, market.
price, the quality the best, selected with
care and always reliable. Attention
must now be paid to the appoint
ments Tor the transaction OF trade
efficient assistants, prompt dealing,
ready and pleasant adjustment of err
rnrs and careful attention to all wants
of customers. With all OF these a good
trade can be secured, provided the Gus
TONERS are to be found within a conven-
lent radius and arc made diudre of the
facilities which arc offered Tor their &C
commodation.
The object OF doing business is to make
money. When two or more persons are
engaged in the same trade, and under
the same conditions, the one whose trans
actions are largest will not only make
most money. but will realize the largest
percentage of net profit. For example:
A sells $40, 600 worth of goods, which al
lows him IN average gross profit of %
per cent, or 5000 a year, For store
rent, he pays $500; for assistant. $500;
for fire and light, 800; for miscellaneous
expenses, 5000; or a total of e, 900, leav-
ing a net profit OF 5000.
In the same town, in n similar store, b.
an older merchant, longer established and
better known, sells $40,0 900 per annum.
b gets along with about the same rent;
clerk hire doubled; costing b 81, 900
where A pays but $500. BIS entire ex
penses for the year are 5000, while his
profits are 10000. leaving him $1,000
net profits. or ia per cent. on his bust.
ness, while A made but Is per cent. net.
Any business man OF experience will pro-
nuunce the above exhibit fair. A plan
which will enable A to increase his bust
ness to an amount equal to hat done by
b without reducing hs percentage OF
profit, will be worth to A the sun OF
1900 per year. If an expenditure of
5000 per year in advertising will
do it, such an expenditure would
certainly be UNSUITABLE. If an
expenditure of $4,000 will make AS
trade double BIS, that will be UNSUITABLE
for OF the $4,000 of the business there
will be 500, 900 profit, and deducting the
expenses, increased to "a. 500, and $4,000
paid for advertising, we still have Sl0,-
OOO profit, or SO, 500 more than that made
by b.
Ii A has the capacity to conduct the
larger business and is located in a region
where the population and distributing ia.
c]ilitics are equal to the support OF SC
large a trade, and if it would be possible
to secure the additional trade by invest
ing 5 5000, or even something more in
advertising then it would be a y good bust
ness operation for A to do the advertis.
ing, pay Its cost, and.thus secure the trade
and with it an actual increase to his mel
income; as well as added importance ia
the community by the virtue Of his large
transactions.