Frostburg mining journal. [volume] (Frostburg, Md.) 1871-1913, 1901-07-13
DISSATISFIED CUSTOMERS.
Frequently Caused by Incompetent
Clerks

1t is generally admitted by progress
I've, thinking retailers that the dissatis-
fed customer is one of the most unde-
sirable results of the relations between
buyer and seller, says Brains. His eff
feet on trade is most pernicious-per-
mancntly pcrnicious. The modern
storckccper must realize that with ev-
cry unsatisfactory sale that is made in
his establishment his chances of being
commercially prosperous are immeas-
urably weakened.
Good advertising will interest and
lead customers to a store, but the best
advertising in the world cannot for any
extended period successfully contend
against inside methods which discour-
az" and antngonlze purchasers. Good
advertising in the newspapers becomes
poor advertising and represents an in
vitatiOn to business failure immediate
ly it is supplanted by bad store man
agcmcnt The success of the modern
merchant in these days of keen compe-
tition is primarily dependent upon the
harmonious combination of good adj
vcrtising and good storekecping. One
without the other is as inappropriate
and ineffective as coal without the
flame with which to kndlc It,
ThouGhtless and incompetent clerks
are frequently the direct cause of dis
satisfaction to patrons. They may be
classified in two groups, those who are
thoughtleSs as n result of incompetence
and those who are incompetent as a re-
suit of thOughtlcsSneSS. One IS as unde-
sirablc as the other from a business
standpoint. They both invite difficult
situations, which the conscientious
stOrckeeper or his manager is striving
necessarily to avoid. Too much care
cannot be exercised in selecting en-
ployccs to fill and to fill satisfactorily
the many difficult positions behind the
counter.
The success of Il store depends very
largely upon the caliber and ability of
the salespeople, and it is therefore en-
inently important to have the right
man in the right place. A sullen dis
position, know more about it than
you do" air, a hasty temper, a lack of
afrability, patroniZing manner, any Of
tllcSc ulSI'ltiSllS uudlltleS Or CudTdC-
tcriStcS should forever exclude their
poSSeSSOr from the list of eligibleS.
The hardwOrking, good natured, affa-
bic, never too tired to show you this
or that sort is the man you want.
He's a stOrckeepcr's jewel and should
be sought out and cherished when
found. lie exists and isn't very scarce
either
one more word about the clerk. \
business frequently suffers from over
anxiety on the part of salesman to
make a sale. This shows a commenda-
bic disposition, an interest in a bust
ness which cannot be OvereStimated,
but the store ZcalOt at times goes too
far. lie does more harm than good.
Dissatisfied customers frequently be-
come so as n result of the Just as good
as" habit Of statesmen. When a Gus
toner desires Il certain article and it is
not in stock, the very enterprsing mcr-
chant of today offers to procure it for
him instead of substituting something
similar.
Good, truthful advertising supple
mcntcd by correspondingly worthy
merchandise, sold by polite obliging
salesmen, will seldom fail to bring to
the merchant the success and prosper
ity for which we are all so anxiously
struggling.