The Washington herald., 1913-07-13
J l

~ terest IN big department store was
~ conversing with his attorney.
1 II wish could remember where
bought the things complained the
lawyer. Don't you know OF any dealer
that sells that wareT
Nearly every store IN town sells H. said
the~depaEtment store man. The trouble is
yuu want one piece to replace what you've
lost out OF the set And,the set is such an odd
design. and you bought 1t SO long ago. you'd
better let me writeto the factory You can't
remember the firms name, and to hunt
through 1000 dealers 10 to waste time"
Waste time!" declared the. lawyer. 1
hope not. When I'm 50 busy forget where
1 buy half my things Write tonight, will
you? Thanks Good-by."
The lawyer hurried to his Office and the
business man turned back to his desk
An honr afterward an edict was issued to
the sales force in this big department store.
1t read:
when conversing with prospective Gus
toner, mention this FIRMS name at every
opportunity. Associate the house with every
article you sell"
Later a detailed explanation followed
1t is the custom Of this man never TO give
an order likely to mystny his employees with
out defining the cause. 1t stunts effect Of the
command for employees are human-they
want to know why
-- issued that order" he explained, be-
cause the fundamental principle in every
business is to sell, and the greatest success
in retail selling is attained by getting talked
about Also want to profit by the national
advertising of any manufacturer whose
product we market The easiest way to ac-
complSh both u to incallcate the firm name
in the mind of the Customer while selling
that product Then If 4-man encounters the
name Of the manufacturer in a magazine,
newspaper. street car, or in a competitor
window, unless the competitor is smart
as We, the customer will think of our firm.
&
Pays to Get Talked About
To exempiify: Our customer Is reading
a magazine at his club. A friend looks over
his shoulder and points to an attractive cd
verttsement-
80 That's. good ware says the friend I
bought some6or my wife So did l. replies
our customer, got it at -
That's what l mean when say getting
talked about You will see how it works
As all of you know. especially the women.
the quickest way to get talked about is TO
begin to talk So 1 issued that order. We
want to get talked about by exciting the in
terest, admiration. satisfaction OF the pub
lie, and the envy Of our competitors. I've
explained how you can help
In a way the success Of this man Is built
around the idea in the above explanation.
For since he began business on shoe
string" his principle was to utilize every
opportunity to startle the public into atfen-
ton, grip their interest and get them to
his store The wisdom of Big Busi-
ness is in+his words
peculiar thing about some business men
is that they seem to abnor the spectacular.
TO shrink from the bizarre. Rather would
they have the public look than stare; when.
in truth. it is the stare that brings the busi-
ness. When a prospective customer stops
to stare the act is involuntary. he is ab-
sorbed by attention and absorption Is
symptom OF desire. The average passerby
pauses 10 hook at window display-the
buyer will stare.
Not hong ago the owner Of a house furnish
ing shop on an inspection tour through his
store paused at the stock display OF a manu-
featuring company which at that time had a
big advertising campaign going wing
in the territory. This display had been
especially arranged TO cooperate with the
publicity campaign. a prerogative given all
dealers handling their ware in that town.
With the prerosatiye went a cash prize Of
500 to the man VINO made the high record Of
sales during the campaign.
X
M,~Led G;rl Aro,,e.e C,,r,<s;%y