The Hartford republican., 1911-11-10

uue SOIphe- Ilu lHd~ HIS NANePN'"e
salesman is his advertisement in the
local newspaper hewill laugh at YOU
He will laugh because he doss not
know what salssmanship means. Ut
is the meue showing of his goods to
amy customer that has the good luck
TO come into his H.ore, according 20
his lights. He does not realize that
it is possible for customers to lie
em.iced to his store TO actually DE-
mand goods that thay never though
they wanted bsfore.
II is a comparatively easy matter
TO sell a woman or man goods when
you have them in your store and can
lay the WARTS rght in front OF them
In such a case much more than mime
tenths of the sslling acts has already
been accomplished by the coming of
your customer TO the ssore. Even
then salesman who can get big re-
suits in the stone is classed as high
grade, and his salary, no matter how
large, is considered a reasonable ex-
penditure and, in many cases, chnp-
ly spent
To cause a customer to have a de-
sire to come to our store, where no
desire existed before, requlnes salts
manship OF a high ordsr. Such sales
manship makes INV CUSTOMERS builds
your business and lays, i'm short, the
laf ion of frr5trrn Ia ~
tail business OF mod rn tonnes can make
a great success without such salesman
ship -without, i'm other words, the
proper utilization of space in your
local newspaper. Considering the re-
suits this kind of salaamanshfp OBJ
tain is the best and cheapest you
can buy.
This efficient use of space in your
local newspaper has blsen called sales
manship ON paper. If you fill THE
space with forceful matter that will
create atlenrion, cause conviction and
bring results, you have an addition
TO your sales force Ghat may surely
be called the bast promoter ON your
staff. The results that are Obtained
from this sal5smanshfp dnp5nd on the
sailing ability used. But no mater
what RESULTS are obainEd, the quality !
of salesmanslip nsosssahy is much !
greater than that required inside !
the store-
The big mail-order HOUSES nack- ,
on that they must pay so much mon /
ey for every inquiry they got. The
amount of this sum is asceTtained by |
dividing all the money spent ON adver
tising and selling lidaTatMle by the /
number of lsItens nac5iNad In answer
to the Same. This refers 10 inquinJes
only. Not evcTy inquirer becomes. a
customer. The securing of actual Gus
toners costs more. The money that
has to be spant TO got one new rus
TONER by uhoss concerns would ais
tonsh the local retailer. 1T is usual
ly not less than the amount spent on J
several weaIs' advertising by the aver
age local storekeeper. The salesman
ship ON paper that is necessary to
do adj this is the finest that can
be got for monay and it is considered
cheap at the enormous price paid for
1t because it is engaged i'm building
big mail order business with nav
material.
The local retailer can apply les
son from this to himself. Ii those
mail ord daIIhousas spend so much mon-
ey TO get one naw customer, why
should a lie,ailer not make am effort
in the same direction? Why should
he not adopt the same means of at
tracuve salesmanship on paper? II
he can bring even one nw customer
a week TO his stone with an expanditur
that is many times below what a
mail order hOus IS sp'nd so much mon
ting the same results, Il is worth
while paying olosar attention 10 hiss nc
cessful method of selling. III he can
influence more than one customer,
and it would be poor local Newspaper
advertising inded that could not do
Qiaf, he would be accomplishing far
more than the mail order HOUSES with
their highly paid selling experts. And,
as business mamie could congmtu-
lahe himself on good inues. ment. He
could say TO himself that he had in
his advertis .ment The cheapest sales-
man on his force.
Ii is. Of coure. not alwayss possible
10 get this strong, convincing selling
matter IN your newspaper space. You
may not be able yourself ut write
4 and you may not have amy local
person TO whom you cam turn But
hat need not deher you. There ara
NOW on the market one or two syndj-
stsd advertising ssrmoss that are /,