The weekly Iberian., 1911-07-29

The chances are that if you go
into almost any store in a country
town, at the present time, and tell
the storekeeper that his cheapest
salesman is his advertisement in
the local newspaper he will laugh
at you. He will laugh because he
does not know what salesmanship
means. It is the mere showing Of
his goods to any customer that h8
the good luck to come into his
store, according to his lights. He
does not realize that It is possible
for customers to be enticed to his
store to actually demand goods
that they never thought they
wanted before.
1t is a comparatively easy mat
ter to sell a woman or man goods
when you have them in your store
and can lay the wares right in
front of them. In such case much
more than nine-tenths of the sell
ing act has already been accOmp-
Iishcd by the coming OF your GUS
toner to the store. Even then a
salesman who can get big results
in the store is cIassed as high-
grade, and his salary, no matter
how large, is considered a reason
able expenditure and, in many
cases, cheaply spent.
TO cause customer to have a
desire to come to your store
where no desire existed before, re-
quires salesmanship OF high Or
der. Such salesmanship makes
new customers--builds your busi-
ness and lays, in short, the f0un-
dation of your fortune. No retail
business of modern times can make
a great success without such sales
neutrality-suspicious., in other words,
the proper utilization OF space in
your local newspaper. Considering
the results this kind of salesman
ship obtains, it is the best and
and cheapest you can buy.
This efficient use of space in
your local newspaper has been
called craftsmanship on paper. ii
YOU fill the space with forceful
matter that will creatMattention,
cause conviction and bring results,
you have an addition to your sales
force that may surely be called the
best promoter on your staff. The
results that are obtained from this
craftsmanship depend on the selling
ability used. But no matter what
results are obtained, the quality
OF Acknowledgment is much
greater than that required inside
the store.
The big mail-order houses reck-
on that they must pay SO much
money for every inquiry they get.
The amount of this sum is ascer-
tanned by dividing all the money
spent on advertising and selling
literature by the number OF let
ters received in answer to the
same. This refers to inquiries
only. Not every inquirer becomes
customer. That securing OF ac-
tual customers costs more. The
money that has to be spent to get
one new customer by those con-
Germs would astonish the local re-
taller. 1t is usually not less than
the amount spent on several
weeks advertising by the average
local storekeeper. The salesman
ship on paper that is necessary to
do all this is the finest that can be
got for money and it is considered
cheap at the enormous price paid
for it because it is engaged in
building up big mail order busi-
ness with new material.
The local retailer can apply a
lesson from this to himself. IL
those mail order houses spend 50
much money to get one new Gus
toner, why should a retailer not
make an effort in the same direc--
ton? Why should he not adopt
! the same means OF attractive sales
mansbip on paper? If he can bring
even one new customer week to
his store with an expenditure that
is many times below what MAJ!
order house has to pay for getting
the same results, it is worth while
paying closer attention to this sue
cess.ui method of selling II he can
influence more than one customer
and it would be poor local news
| paper advertising indeed that
could not do that, he would DC &C