La Junta tribune., 1912-02-24

20 Into almost any store In
a country town. at the pres
- ent time, and tell the store,
kcjp per tina, his cheapes, salesman is
his, advertisement In the local news
pajr he will laugh at you. He viii
laugh because he does not know what
said tsmanship means 1t is the mere
showing OF his goods to any customer
tina has the good luck to come Into
his store. according to his lights He
doe. not realize that 1t IS possible
for customers to be cnticed TO his
store to actually demand goods that
they never thought they wanted be
fore
1t is a comparatively easy matter
to sell 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 n salesman who can get big re-
suits in the store is classed as high.
grade. and his salary. no matter how
large, is considered a reasonable es.
penditure and. In many cases. cheap
ly spent
To cause customer to have
desire 10 come 10 your store. where
no desire existed before. requires
salcsmanship Of a high order Such
salesmanship makes new customers
builds your busircs and lays. In
short the foundation of your fortune.
No retail business OF modern times
can make great success without
such sslcsmanship- without. in other
words. the proper utilization OF space
In yohr local newspaper. Considering
the results this Kind OF salesman.
ship obtains. 1t is the bes, and cheap
est you can buy
This efficient use OF space In your
local newspaper has been called sales
manshlp on paper. II you fill the
space with forccful matter that will
create attention. cause conviction and
bring results. you have an addition 20
your sales force that may surely b.
called the best promoters on your
staff The results that are obtain.
cd from this salcsmanship depend on
the selling ability used But no mat
ter what results are obtained, the
quality of salcsmanshlp necessary Is
much greater than that required Ia.
side the store
IN" big mallordcr houses reckon
that they must ray 40 raw b money
f0r every Inquiry h.y set The
amount u this sum is nscortainod
by dividing all the money spent on
advertising and selling literature by
the number u letters received In
answer TO the same. This refers TO
Inquiries only. Not every Inquirer
becomes customer The securing
OF actual customers costs more. The
money that has TO b. spent to ge,
ono now customer by those concerns
would astonish the local retailer. II
is usually not less than the amount
spent on several weeks advertising
by tn. average local storck.opcr. The
saicsmanshlp on paper that is ncc.s-
sary 10 do all this ls III. fines, that
can be got for money and II In con
siderod cheap a, the enormous price
paid for II because II IL engaged
In building up a blk mail order busi'
ness with new material.
'rhc local retailer can apply . lee
son from this to himself II those
mall order houses spend ~ much
money to gc, one new customer. Why
should q retailer not make AN effort
In the same dircction' Why shouit
he no, adopt the same means Of at
trHctivc sairsmsnship on paper' Il
he can bring even one new customer
= week 10 his store with an cxpcn
diturc that In many timcs below ~ha
q mail order house has to pay fol
getting tho same rcsuits. Il Il
worth while paying closer attention
TO this successful method Of selling
u he can infiuenc. more than on'
customer. and II would be- poor loca
ncwspApcr advertising indeed tina
could not DO that. he would b. &C
complishinE far more than the NAL
order houses With thrirhiShiy pait
seliiag experts. And. ~ . bustnss'
aaa. ~ could congratulate himsci
q . eoel inveetment. He could -,
- himael6 hat hs haA h BE alvss
assosat ~ sAavsss sajssnaa q
i