Los Angeles herald., 1905-10-22
TELLS SECRETS
OF POPULARITY
SALESW0MEN JUDGED BY AN
EXPERIENCED MAN
Manager Who Has Handled Difficult
Problems In Trade Outlines Quail
ties Necessary for Success
In Business

What is the secret of saleswoman's
popularity? There are in Los Angeles
thousands of women who make their
living by selling goods behind the coun-
ters of the city's large and small stores.
Many Of these women might step from
their accustomed places behind the
counter and be missed by no one.
Others there are who could not be away
for one day without their absence
being noted and causing expression of
concern and regret from scores of
people.
The names of some saleswomen are
household words in homes scattered all
over Southern California. Both for
their personal qualities as women and
for their ability as saleswomen they are
liked and trusted by men and women
who would not be satisfied to purchase
anything in their department without
first getting their suggestions and ad-
vice. How do these saleswomen get
this popularity? And why has one
saleswoman a popularity that another
has not?
The opinion Of a department store
manager of wide experience was sought
on this point. He has for years made
speciality Of the problems involved in
handling saiespeope. Both iii selecting
ealeswomen for his establishment and
in directing the selling force of his
store he has been called on to consider
all the problems that arise in connec-
ton with the popularity and unpopu-
larlty Of salespeople His opinion is
therefore valuable as illustrating how
this question is viewed from the stand
point of an employer.
Popularity Valuable Asset
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are popular and others are not" he
said. "Now that opens up a wide sub
1ect and one that goes to the heart of
our business. 1t is a matter Of the
greatest concern to us that our sales
women shall be popular.
"A popular saleswOman makes larger
sales than an unpopular one, or one
whom the public regards indifferently.
For that reason she is worth more to
U.S. We pay her a larger salary. We
watch the cost of selling goods very
closely. Every department has GER
tain percentage of its total receipts
allotted to cover the cost of selling its
goods and it must not exceed that cost
without good reason. A good sales
woman lowers that percentage. A poor
saleswoman increases it. So it is
matter of direct interest to us, from
business point of view. that our sales
women shall be as popular as possible.
Conditions have changed greatly in
the department store business in the
last ten years. Far more attention is
paid now in getting saleswomen of
ability than was the case then. We
expect our saleswomen not alone to
give prices and show goods but to assist
in making up the customers mind for
her That involves the possession Of
many qualities that raise her above the
level of a mere stock clerk.
LAS to popularity. Why is one woman
more popular than another? This ques-
ton must be distinguished from the
question of why one saleSwoman is
more popular than another. A woman
who is popular as woman is likely to
be popular as a saleswoman, for she
brings into play in her work the per-
sonal qualities that attract and charm
people. But there are cases where
saleswomen are popular and have a
wide circle of patrons although they do
not possess the native personal attrac-
tions of other less efficient saleswomen
in their own department.
Good Judgment Is Necessary
"a woman who possesses beauty of
face or symmetry of figure is necessary
in some departments of our business.
That indefnable personal quality called
style is indispensable in the woman
who is to sell millinery or gowns. for
example. The business of some depart
ments is of such a character that physi-
cal attractiveness in their saleswomen
is almost Indispensable. OF course a