Evening star. [volume] (Washington, D.C.) 1854-1972, 1895-07-15
SELLING AS AN ART.

From Art in Advertising.
The following matter is reprinted from a
circular prepared by Mr.. I. Cans, manager
Of Lansbrrgh & Bro. of Washington, D.
c. 1t contains some very practical advice
to statesmen and cannot fail to be of in
terest to many Of our readers:
1t Is not every one who can make good
sales person. 1t requires a certain knack
which is innate, and cannot be acquired
First of all, one must like the vocation If
he intends following 1t. Without this you
will lose great deal Of time valuable both
to yourself and your employer. Some take
positions in shops through inclination
others through force of circumstances
But when one enjoys a position back of a
counter he can always make a success of it,
+ Patience. perseverance and ambition must
be the watchwords of every sales person.
These are indispensable qualifications
Patience to an unlimited extent is abso-
lutely necessary, for without patience no
clerk will make successful salesman.
Perseverance Is another attribute much
needed in the makeup of a good sales
man. But this is often overdone by clerks
making the error of supposing that con-
slant digging at customer effects the
sale.
Strive to Rise.
As to ambition, would not give much
for the future Of any young man who
would be satisfied always with the posi-
ton he holds however good it be.
He neither benefits himself nor his en-
ployers. This is the greatest mistake a
salesman makes. The moment he feels he
has attained his aspirations that moment
he has exhausted his usefulness to his
house.
He should strive to gather the knowledge
and workings of all stocks, though he be
confined to one department. He should
strive. first of all, to work through the DIFF
ferent grades until he is at the head of his
special line. He should learn TO obey, not
because he must, but because he ought to-.
One who cannot obey cannot command
He will be unfit even to assume the charge
of his stock should opportunities ever give
him the chance He must act in carrying
out his instructions. with the expectation
that some day he will have place of busi-
ness of his own, and must learn to run It
successfully.
He should always dress neatly and gem
teelly, never in an eccentric or fastidious
manner. He should be agreeable, without
being intimate: pleasant, without being Of
fensive. He should at all times be in readi-
ness to wait on customers and approach
them with a pleasant address, remember
ing that the first impression Is the one that
tells. On receiving reply from customer
he should show his goods in an unostsnta-
tious manner, trying to sell without impor-
tuning.
How to Treat Shoppers.
Shoppers nowadays are intelligent. They
know well the value of merchandise, and,
therefore, 1t does more harm than good to
enlarge too much on what you are selling.
pleasing explanation of the fashion, a
general suggestion, and then the salesman
should allow the customer an opportunity
of exercising unbiased judgment. Sales
are often ruined by overmuch talk.
Be honest in your suggestions; never
overdo anything; show your wares to the
best advantage; make your stock look pre-
sentable, and you will be success. Many
clerks make mistakes by being forced into
submission. 1t Is far better to do what Is
expected Of you in graceful manner than
to be coerced.
Promptness is another factor in the
makeup of good sales person. That
employe who lags a few moments in the
morning or noontime will lag all through
life.
Discretion in waiting on a customer is
another rare quality. To a neat person
show neat patterns. To one who Is little
more lavish in style of dress show goods
vince customer that your way Of think
ing is right You can advance your ideas,
but If you find that they conflict. with your
patrons views argument is very harmful.
Be truthful under all circumstances;
never miSrepresent. Even though you
should make a sale through misrepresenta-
ton you have surely lost a customer, and
your house loses that patronage. The truth
in business is a mighty power, and para
mount to all other qualifications.
Show Merit and Ability.
Always be doing something. In a large
store, as well as a small enc, there is al
ways something that should be improved.
Idleness leads to mischief Silly converse
ton back of counters has been the start
ing point of the downfall Of many young
people who might have made a success of
their vocation. In the first place, by your
frivolous conversation you lose the respect
Of even those who listen to your prattle,
and besides that you do yourself the great
est injustice. If you do not begin by gain
ing the respect of those around you, you
need never expect it from your superiors.
There is no position in an establishment
that you cannot gain, If by your merit and
ability you are qualified to fill it.
Bear in mind that seven-eighths Of the
employers of today started in life at the
bottom of the ladder, and only attained
" hat they now have through harder work
than Is needed by you. Be ever mindful
Of your employers interests. If you are
faithful in your duties to your employer
reward will surely follow. Sometimes il
may be slow in coming, but it will certain
ly come.
1t will always be necessary for some one
to be given complete charge Of the large
establishments which exist today and will
exist in the future. Why not you? 1t is
worth trying for, and If you combine the
requisites mentioned your. chances are as
good as the best
A Useful Cigar.