Norwich bulletin., 1914-11-18
ADVICE ON RETAIL ALESMANSHIP
Instructive Lecture Given Town Hall by President White head of Boston SchoolUnder Auspices of Eastern Con- necticut Development Committee-AtHbutes of the Successful Retail Saesmanship Described.

and service. Courtesy is sometimes hard to give, but discourtesy is no ex- cuse to return it with diseourtesy.
 Value of Service.
 Service is giving those hundred and one little attentions that do not cost actually the only thing on which We can compete today, for rival stores cannot compete on price and quality today. The more service you give the more you are advertising your store. Adopt the slogan that the customer IS always right. and don't adopt hostile attitude when the customer comes ln with a complaint.
 The speaker said he had rather be stung twenty times a year than feel store feeling that he had not been treated right.
 Opportunity Where You Are.
 Give up looking for soft places and plug along right where you are. Your opportunity is right there. Indeed. opportunities are so many that 1t is not question of what can get to do, but which one can take?
 Render all the service you can, for if your employer can't see it there are people cn the outside who will see, and opportunity will come to you it. self. Don't. worry, it will surely como, for there is no such thing as luck Whatever luck comes to a man, comes because he works. for it.
 Have a Fad.
 You have a duty to your house 10 keep healthy and you can only keep healthy by having hobby. Have a hobby then so that you shall go ba' k to your work fresh each morning.
 "A knowledge of the goods is an essential. The greater your knowl- edge of the goods, the greater your success in eSlling-not just to know the bare prices of them, but to know where they were made; what legisla tion affects your business: how its trade terms originated; the history of your business. All these facts are tools which help you to put a human interest into your sales.'
 Advice to Buyers
 MT Whitehead then gave a few words of advice to the buyer and fin- ished his remarks by saying: Lock for salesmen who are equipped with elf-starters."
 He also advised that the salesmen in the store should be instructed by the travelling salesman about the merits of the goods
 Cooperation
 Advising that business today is not g selfish proposition, but the salesInen must adopt the slogan of cooperation and loyalty, he gave his audience this
 
 ploye were just like me, what kind of a. store would this store be?'' If you can answer in your heart rotten" you know what the trouble is. Blunders in Merchandising
 MT. Whitehead concluded with a poem upon cooperation and also gave 8 list of blunders in retail merchan dising. On the part of the clerk these were failure to know the goods, lack of interest in sales, credit sales un- charged. measures or weight, un- tidy appearance and mannerisnlS, er- TOTS in salesmanship. wasted time careless use of supplies. In store service-Poor store arrange ment, time wasting equipment. care less packing, breakage, poor lighting, inadequate entrances, irregular deliv- cries, slow adjustment of e-1ors.
 In store nagement-Wrong buy ing, incorrect pricing, wasteful adver- Using, poor window displays, poor store displays, poor bookkeeping, ne- glect to take discounts, failure to charge all expenses, failure to depre- ciate stock and fixtures, extravaganza, insufficient insurance, neglect to pay workers .proportionate to results.
 Miss Irene Jordan, Miss Weiman and Henry Banbach took stenotypic notes and Edward Sab, Miss Mary Shea. James Covey and Irwin Matthews took stenogTaphic notes at a small table near the platform