The Hickman courier. [volume] (Hickman, Ky.) 1859-current, 1908-06-05
BUILDING UP TRADE
REGULAR CUSTOMERS THE pGsT
FOR THE MERCHANT.
SOME SOUND TRADE HINTS
Reasons Why Merchants Should
Strive 20 Make Friends Of Their
Patrons. and Treat Them with
Due Confederation.

A good many retailers seem 10 be
30 absorbed In the search for new
customers that they don't have time
10 take the right kind Of care Of the
old ones. and In this way they are
driving business 20 the mail-order
houses faster with one hand than they
are taking u away with the other
says one man who has carefully
studied trade matters. We do not
mean that a retailer should not al
ways be trying 10 enlarge his us, Of
customers. That Is exactly what he
should do. but he must give even
greater care TO holding the old than
to getting the new. The regular Gus
toner Is the life OF almost every bust.
ness lie Is the fellow you should
have IN mind when you are buying.
lie IL the fellow you should decorate
your store 10 please. lie IL the Eel.
low you should try In every way TO
accommodate. for he comes 10 see you
regularly and Il Is his money you de-
pend upon 10 pay your bills.
Your show windows aud advertising
can be- largely aimed at the customer
you are trying 90 get. but they must
also give much Information 20 the
regular" n you would make them
effective; and you must never forget
that your strife for the new customer
Is not with the object Of making a
single sale. but 90 add him 20 the
regular" list II Is this regular"
list which you want 20 grow. for It's
growth means your business growth.
and for this reason you must not be
satisfied with Just adding 20 the list.
Keep them on the list Give just as
much attention 20 holding the "regu.
lar" already in stock as you do 20 add
ting 90 the stock" and you are a good
ways further on your road 90 sue.
seas. City retailers cannot generally
be criticised so much on this score.
although some OF them depend too
much on landing the new sucker
that O. supposed 90 be born every
minute, but country merchants. who
have very few opportunities 90 land
suckers" and should be extremely
cseful Of their regulars" seem TO
be most peglectfu, 81 them.
Very few % them take the trouble
10 thank a regular customer for his
trade and invite him back again. They
take u for granted that he knows his
business Is appreciated and that he
n always a welcome visitor. Il does
not cost much 10 tell him so each
time he Is In the store. however and
do n IN a manner which will leave no
doubt 81 the welcome. That Is what
makes his blood fow warmer. and
causes a big lump 90 swell up In the
corner Of his heart for you and your
store. and the first time you make
some little mistake this bump comes
20 your aid and tells him. SO he comes
back 10 ycu and explains things in
stead % taking down the mailorder
catalogue and sending away for his
next order Then. when yos see the
bump" has done this good work for
you. be man enough 20 make the
wrong hght Ia such a hearty manner
that when he leaves your store
again the bump" will have grown
considerably. The retailer who Is able
90 make every customer feel that he
Il a personal friend Is not likely 20
feel hard times. and n he has the
other points % a good merchant equal.
ly well developed. be cannot help be.
ing a success.