Keowee courier. [volume] (Pickens Court House, S.C.) 1849-current, 1912-01-10


store-keeper that his cheapest sales
man Is his advertisement In the local
newspaper he will laugh at you. He
will laugh because he does not know
what salesmanship means. 1t Is the
mere showing Of his goods to any
customer that has the good luck to
come into his store, according to his
lights. He does not realize that 1t
Is possible for customers to be en-
ticed to his store to actually demand
goods that they never thought they
wanted before.
1t is comparatively easy matter
to sell woman or man goods when
you have them in you 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 re-
suits in the store is classed as high
grade, and his salary, no matter how
large, is considered reasonable ex-
penditure, and, In many cases, cheap
ly spent.
To cause a customer to have a de-
sire to come to your store, where no
desire existed before, requires sales
manship of high order. Such sales
manship 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 with
out such manship-without, In
other words, the proper utilization
of space in your local newspaper
Considering the results this kind of
craftsmanship obtains, 1t is the best
and cheapest you can buy.
This efficient use Of space in your
local newspaper has been called sales
manship on paper If you FIJI the
space with forceful matter that will
create attention, cause conviction
and bring results, you have an addi-
tion to your sales force that may
surely be called the best promoter on
your staff. The results that are OBJ
tanned from this salesmanship. de-
pend on the selling ability used. But
no matter what results are obtained,
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 letters received in an
swer to the same. This refers to in
quiries only. Not every inquirer be-
comes q customer. The securing Of
actual customers costs more. The
money that has to be spent to get
cna new customer by those concerns
would astonish the local retailer. 1t
IS usually not less than the amount
spent on several weeks advertising
~ the average local store-keeDer.
The salesmanship on paper that is
necessary to do all this Is the finest
that can be got for money and 1t Is
considered cheap at the enormous
price paid for it because 1t Is en-
gagged In building up a big mail order
business with new material.
The local retailer can apply les
son from this to himself If those
mail order houses spend so much
money to get one new customer, why
should retailer not make an effort
in the same direction? Why should
he not adopt the same means Of at
tractive salesmanshlp on paper? II
he can bring even one new customer
a week to his store with an expendi-
ture that Is many times below what
a mail order house has to pay for get
ting the same results, it Is worth
while paying closer attention to this
successful method Of selling. If he
can influence more than one Gus
toner, and 1t would be poor local
newspaper advertising indeed that
could not do that, he would be ac-
complishing far more than the mail
order houses with their highly paid
selling experts. And, as a business
man, he could congratulate himself
on a good investment. He could say
to himselfithat he had In his adver-
tisement. the cheapest salesman on his
force.
1t Is, OF course, not always possi-
Die to%readily get this strong, con-