The sun. [volume] (New York [N.Y.]) 1833-1916, 1914-05-03

and q word. not q question, concerning
the merchandise on the counter Not
ibid YOU want something In handker-
chiefs?' when the customer Is patiently
examining them, but something which
shall clinch her attention like These are
4 new lot Just received from Ireland
"She can add to the effect of her
pleasing appearance and manner by the
tone Of her voice and the distinctness
Of her words.
"Then comes the second part Of
successful sale, the understanding OF
the mental processes by which the GUS
toner comes to her decision. She is
not a customer, the woman who has
come to the store to buy handkerchefs,
but a shopper who sees them as she
Is passing through. Her attention is
caught. It is stimulated by the sales
girls manner and information into the
desire to possess, provided the article
pleases her. This merges into deci-
sion, frequently through some decisive
action or question on the part of the
salesgirl. viii you take It with you
or have Il sent?' has clinched many
sales.
The salesgirl must learn to note all
these processes-attention shown by the
steady look in the eye, tho quiet mouth,
the head held still. and the body tend
Ing forward. With interest comes ques-
tioning. handling OF the goods, a
pleased expression Of the face. Desire
is shown by EXPLANATIONS betrayinG that
tie customer is imagining herself using
TIE article. Here is the salesgirl's OPP
portunity TO clinch the sale in such
"A way as TO bring the customer back
to the store again.
VERY early in her experience she
finds that people Of breeding evidenced
in fine hair and skin and low voices.
are easier to sell to than others. The
woman whose firmly closed lips, long
upper lip or long downward line of
chin denote self reliance must be han
died in quite a different way from the
woman whose parted lips and forward
bent head show timidity. The practi-
cal woman sees the usefulness of an
article. the artistic type its beauty. The
salesgirl should be in a position TO give
real Information about the goods she
IS selling.
This sort OF Information should be
put within the salesgirl's reach through
lectures, or personal talks with the
buyer. She must learn, too, TO study
the article she IL selling az II Il were
actually In use. presenting the points
that most appeal to the individuality
OF her customer. This sort OF sales
manship Is particularly necessary with
the luxuries: the things that do not
sell themselves.
I'm trying to make sales the girl must
not forget the interests of the customer.
a sale IL OF no value to the firm II tho
article IL returned the next day The
girl who learns to take genuine in
terest In the needs OF her customers
quickly develops into the sales woman in
the millinery or suit department, for
instance, with list of people who
come back to her year after year and
ask for her by name.
''She comes to know AZ n glance what
will suit a customer and what her top
price will be. The first article she shows
her IL expensive enough to compliment.
but not to frightcn her. Gradually she
| educates her clientele into the knowl-
edge that true economy ia in buying the
article which looks well longest in
| stead of simply wearing longest. Her
ability TO sell goods increases and she
is worth more and more to the firm.
different stores have different ways
vice. Some increase salaries and 9th
ers pay an out and out percentage on
| every dollars worth sold. But this is
hard on girls who are as near the hun
ger mark as 81 or S. a week. The per
cantase idea stimulates selling ability.
but there should be n guarantee. The SO
a week girl knows that she is expected
to sell say $50 "A week and that she
will have to answer To- her buyer If her
hook falls below that amount. But If
She knows that every extra dollar means
Il cent for herself she is likely TO make
an added effort
AS efficiency and salaries increase
we will have IA higher standard of In
tell!gence in the girl behind the counter.
The store would rather have one sirl
behind It's counter earning Sl2 week
than two earning SO, for the high priced
girl il the one who will build up Gus
tom while she is making sales. II Is
glad u pay the higher salary as soon
as she can earn it. In many cases ii
IN spending thousands of dollars an
nually to teach her how.