Norwich bulletin., 1914-11-18

l meeting in the town hall on Tuesday evening by President H. Whitehead of | the American school of business in ! Boston, who was brought here under | the auspices of the Eastern Connec- ticut Development committee. The audience of over, 450 listened atten- lively to MP Whitehead, who spoke tor about an hour and a quarter and
 at the close of his address several ac- cepted his invitation to ask him queS- tions which he answered in man | ner that indicated his grasp of the l subject.
 In the audience of men and women, l many of them clerks from the Nor ! wich stores, were many of the pupils l Of the Norwich Commercial school, while stenographic notes and steno- typic reports of the address were
 taken by pupils of the Norwich Bus mess college.
 President H, R. Branche of the Nor | wich Business Mems association pre- sided and with him on the platform were Mayor T. c. Murphy. chairman; Joseph T. Cruttenden of the Eastern Connecticut development committee l shank of the Business Mems associa- | tion.
 President Rranehe Presided. l President Branehe opened the meet | ing and welcomed the big audience, ex- plaining that all the credit for bring ing MT. Whitehead here was due to 1 the Eastern Connecticut development committee, which had a membership | of 29, of whom seven were in Nor | wich, seven iM New London and five each in Willfn1antic. Danielson and Putnam. The development commit l tee was intended to combine the wis., dom, influence and assistance of the | five associations without infringing on | the local field of any association. He 1 described how the committee came to 1 the conclusion to hold the lecture on salesmanship, of which one is to be given in willimantic on Wednesday night and in Danielson on Thursday ! night
 He introduced Chairman Cruttenden Of the development committee, who 1 spoke of the objects of the committee | and it's decision to have these lectures ! on Retail Salesmanship. which they l believed would result in the placing in l Eastern Connecticut of a large num-
 Der of salesmanship ladders by which
 much benefit would be obtained.
 President Whitehead Speaks. President Whitehead was introduced | by President Branche. who said that l the coming of the Boston man was | somewhat in the way of following the | advice given when the New London ! County Improvement league was form | ed. At that time some of the farm | CTS asked why the business men were ! and intimated that the business men i ought to look after their own affairs. 1 In opening his address President l Whitehead said he proposed to talk on selling things first and he hoped | that everyone present would leave with something tangible, something that | will be applicable to everyday work Retail salesmanship, he said. was
 selling commodity to a consumer in
 a. store. There are i've channels l 4L are secured for the retail merchant. They are: The store window, the printed advertisement. the written let | ter, satisfied customers, and the sales man.
 You can secure customers through l the use of your store window and it should contain things you are to sell. In criticism of a window display Of ! little soldiers which he saw in a hard | ware store window in London at the | time of the Boer war. Mir. White
 house declared this was a lost adver- 1 tisement although it attracted so much attention that it blocked the sidewalk; | but it didn't sell a piece of hardware l Advertising. he said. should be along l the line of associated ideas He gave l several examples of suceessful ana attractive advertising.
 Advertising.
 The next channel is the printed ad- vcrtising, local newspapers, show | cards, etc. It is a cumulative process l An advertisement must be kept up- | An advertisement used for a week and l then given up is wasted. The speaker advised small spaces used continuous l ly in local newspapers. You can only l afford to cease advertising when you 1 can afford to be Forgotten.
 Third of the channels is the written | letter, and fourth is the satisfied GUS 1 toner, who is the breath of life 10 ! salesmanship.
 l The fifth channel is the successful salesman.
 Salesrnanship, so far as retail stores l are concerned, is the creation of addj- | tional business without additional ex- pense; and the man or woman who IS successful in creating this additional 1 business is the one who has know ledge of scientific salesmanship-Wno knows both the "how" and the "whE of selling. The successful salesman is he or she who sells the most goods to mutual satisfaction. Remember that sales are the first and last object Of your efforts, No sales and your house 1 ceases to be in business, so your suc- 1 cess is directly tied to that of the house
 sable. for the dissatisfied customer | will rebound upon you and your house. | Make your customers your friends and | there can be no limit to your sales. l Having the Tools. The first thing necessary to become l a successful salesman is to see that | you have the necessary equipment. A carpenter who wants to perform good work takes care to have a. compl etc kit of tools; not only that, but to keep them clean and bright through con- tinuous use. The salesman must have a kit of mental tools. If he is only 1 half equipped with his mental tools, he cannot possibly be the success ne | would be if he had a complete kit of tools.
 He named these as the kit of tools, l though not in the order of their in1- portance, he said: AHability. ambition Of the active kind. faith and enthusi- asnn, industry. Iueidity, courtesy. help 1 fulness, optimism, earnestness, hon. esty, tact, carefulness, neatness, 1 truthfuiness, eI1eerfulness, obedience, knowledge and-honesty.
 As to honesty, President Whitehead said that the old saying that hon. esty is the best policy" is an exploded one. We now know that honesty is fhe only nolicy.
 But we must not only possess these tools, but use them, for if we have them and cannot use them we might as we'll be without them. Yet by use we