Pine Bluff daily graphic., 1918-02-19
b|G CROWD HEARS TALK ON RETAIL
 MERCHANDISING
By Word and Picture, C.. w. Sullenberger Shows Way
 to Success


 peop,e were present at the Hauber theatre last night, when G. w. Sul- lenberger, expert lecturer of the Ma. tional Cash Register company of Day l ton, Ohio, gave an interesting and educational talk on retail merchan- dising methods. By means of stere- opticon slides and motion pictures, MT. Shullenberger depicted the trou. bles of the retail merchant and showed how to remedy them in a graphic manner.
 Hast year alone 11,90O merchants failed; 40 every business day; one every fifteen minutes" Mr. Sullen- berger said. Analysing tho causes of | these failures, ne demonstrated the fact that the great majority occurred because of inefficient business meth | ods.
 laid emphasis on the values of news paper advertising to the retail mer- chant. He said in part: Except for the small store in an outlying dis trict of large city, more people can be reached oftener and at less ex- pense by newspaper advertising than by any other medium. But don't spend a few dollars advertising, and then say advertising doesn't pay Make advertising continuous policy of your store, and you will not be disappointed with results" Prep aration of copy for advertising and how to secure best results, were al so discussed.
 Window display was also touched on Iby MT. Sullenberger, and the so- lution of delivery problems, perfect ion of store organization, and other interesting features were thoroughly discussed.
 Make the display simple" he said, use colors and arrangement to call attention to the article you wish to sell. Always state the price. Fix your lights so they will shine on the goods and not on the street. Remem- ber that people get an idea of the. kind of goods on the inside of the store from those they see on the out side"
 Late Hours; Few Sales. Mr. Sullenberger told of the good effects that a school for the emp loyees had secured for the National Cash Register company. Every em- plOyer, he said, ought to teach ais clerks how they can become expert lfsalesmen. Speaking to the clerks present, he said that to be good ! clerk. person must first be a good | man.
 Bad habits outside of work hours" he said, make a bad record in the l tho dow ,,9f stay out half the night and expect to sell goods the following day" l The speaker urged neatness, av- curacy. honesty, and courtesy as the first essentials of successful sales manship. Misrepresentation of goods,' he said, "is bad for the store and bad for you. Nothing is more | important than courtesy. Remember the motto which made John Wana- makers millions: The customer is alwaye right"
 Speaking of the credit Of business, Mr. Sullenberger urged his hearers l to guard against the extension of credit unwisely and forgetting to chare for sales. He also urged the cutting down of delivery by elimin- ation of unnecessary deliveries by suggestion and quick service. through which the customer could be counted on to carry many of their purchases | home.
 "The difference between the up-to date and the out-of-date merchant" " he said in closing, lis that the up-to date merchant knows all about his business and the out-of-date merchant only guesses. He suesses what he has on hand. he guesses which of his clerks are honest, he guesses about his selling price and guesses about the cost of doing business. Conse- quently there are thousands of fail ures in the business world every year."
 The three reel motion picture film, "Troubles of Merchant. and How to Stop Them" which was shown in connection with the lecture, was a big feature of the evening. Expert actors from the Essanay compny portrayed the characters in the film.
 The meeting was opened with the singing of "America'' by the au- Nience