The Caldwell tribune. [volume] (Caldwell, Idaho Territory [Idaho]) 1883-1928, 1911-07-14
Ihe C.E.zIMMERMAN cd. ChIcaoo.

uhG S'E.ElN1F1Ekf1AN SO. Chicago.
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 craftsmanship means.
1t is the mere showing of his goods
to any customer that has the good
luck to come into his store, accor-
ding to his lights. He does not
realize that it is possible for Gus
toners 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 selling act
has already been accomplished by
the coming of your customer to the
store. Even then a salesman who
can get big results in the store is
classed as high-grade, and his sal
airy, no. matter how large, is con-
sidered a reasonable expenditure,
and, in many cases, cheaply spent.
To cause a customer to have
desire to come to your store, where
craftsmanship of a high order. Such
craftsmanship makes new customers
builds your business and lays, in
short, the foundation of your for
tune. No retail business of modern
times can make a great success
without such salesmanship-wit
out, in other words, the proper
utilization of space in your local
newspaper. Considering the results
this kind of craftsmanship obtains,
it is the best and cheapest you can
buy.
This efficient use of space in your
local newspaper has been called
craftsmanship on paper. If you fill
the space with forceful matter that
will create attention, cause conviction
and bring results, you have an addi-
ton to your sales force that surely
may be called the best promoter on
your staff. The results that are OBJ
tanned from his craftsmanship de-
pend on the selling ability used.
But no matter what results are OBJ
tanned, the quality OF salesmanship
necessary is much greater than that
required inside the store.
! The big mail order houses reckon
that they must pay so much money
for every inquiry they get. The
, amount of this sum is ascertained by
dividing all the money spent on ad-
} vertising and selling literature by
the number of all the letters re
: ceived in answer to the same. This
: refers to inquiries only. Not every
} inquirer becomes a customer. The
, securing of actual customers cost
more. The money that has to b'
2 spent to get one new customer b!
: those concerns would astonish thu
local retailer. 1t is usually not less
, than the amount spent on severa
weeks advertising by the local re
q taller. The craftsmanship on pape
9 that is necessary to do all this i
, the finest that can be got for mon
: ey and Il Is considered cheap at the
q enormous price paid for II becaus
: It is engaged in building up a bi
n mail order business with new ma
: terial.
= The local retailer can apply n les
: son from this to himself. II thes
mail order houses spend SO mucl
money to get one new customer
why should n retailer not make a.
n EFFORT in tho same direction? VIII
( should he not adopt the same mean
: OF attractive craftsmanship on paper
q II he can bring even one new custo
o mer a week to his store with an eS
q rendIture that is many times belo'
Il what a mail order house has to pa
4 for the same results, 1t is wort
l. %hlle paying closer attention to tn
n successful method of selling. II h
y can influence more than one custC
mer, and 1t would be poor loc'
newspaper advertising indeed thu
would not do that, he will aeeon
s. plIsh far more than the mail ord'
y houses with their highly paid sellin
r. oxperts. And, as a business man. I
could congratulate himself on
sood investment. He could say
(. himself that in his advertisement ]
had the cheapest salesman on n