The Mellette County pioneer. [volume] (Wood, Mellette County, S.D.) 19??-1971, 1915-04-30
The Merchant And The Community.


needs his wares as much as he needs
the community cash.
But not every small town merchant
is alive TO his opportunities and his
obligations.
Many of them fall 10y the wayside
because Of their ignorance or indif.
ference TO the rights Of the public.
Fifty years ago the town merchant
sat in his store and waited for husi-
ness TO come TO him.
Today the successful merchant is a
hunter he must 60 out cunning for
customcrs-aEd his ammunition is
his stock in trade and his gun is the
local newspaper.
Country people Of today are as in
| telligent ana up TO date as their city
cousins, and they gauge the merchant
by his own actions.
If he is a hustler-if he keeps his
store clean, his goods neatly displayed
his advertisement running regularly
in the local paper-he attracts the
public eye, and the public follows its
eye.
But a cleai. store, neatly displayed
goods and new spaper advertising are
not the only requisites to a successful
mercantile career.
The country merchant should not
hn, l. boo, Il T,. l,o{ kA L.
q necessity.
He should De prOgressive-con
ly bidding for trade -devising means
of bettering the condition of the con-
sumers, and acquainting them Of the
fact. He should consider their well
fare as well as his owns
The merchant should have one iron
creed, and that creed should never be
broken: He should treat all custom
ers alike, nev rmisrepresent his goods
and keep his shelves well stocked with
truth.
He should be considerate Of other
| business mens:l the community, for
their rights are as great as hrs own.
| They do not ogn the town, and neith
er does he.
He should IN wholeheartedly in
movements fg building up and ex-
panding the business interests Of the
community, fer success is only found
on the topmost rounds Of the ladder.
The merchant who has built up a
reputation as a public spirited man,
as one who ldbors for the well being
of the whole community, never lacks
for customers at his store.
They migrate toward his store as
naturally as the birds fly south in
winter.
Such merchants gain the confidence
! Of the people, for the people know
that the same intelligence and fair
mindedness which he eXerts in be-
half Of the community will be extend
ed TO his customers in commercial
| life.
Most country towns have a few such
merchants in their midst, and the
community is the better off for their
presence.
You invariably find their advertise
ments in the local papers, telling Of
the merits OF the wares they have to
sell, and giving the people that infor-
nation to which they are clearly en-
| titled.
Such businessmen are successful,
because their methods of business
and their very attitude breathe sue
cess.
They have maAy customers, because
, the people admire a hustler
This town is located in splendid
community, and it should have a
bright future ahead Of it.
But it depends upon us alone.
We have some good business men
in this town.
They are well supplied with brains
and those brains are capable Of ac-
complishing great results.
Individually they can do much, but
collectively they can reyolutionize
trading conditions Of this community
The money that is being daily sent
away for goods might just as well be
spent at our local stores-and would
be, if the merchants arose to the OPP
portunities before them.
1t is the easiest thing in the world
to keep money at home, for consum-
ers are not fools.
Just keep the goods the people want
and of the quality they want.
Sell those goods at fair margin OF
profit, thereby competing in quality
and price with the outsider.
Then advertise persistently-keep
the home goods constantly In the
mind of the consumer awaken him
to the fact that it is as much to his
interest as TO yours to keep his money
in circulation at home.
When you CONVINCE the con-
sumer that You HAV T. the goods that
he wants, and that they can be pur-
chased here JUST AS CHEAPLY as
elsewhere, ne will keep his money at
home BY TRADING AT HOME.
The people WANT live commun-