The watchman and southron. [volume] (Sumter, S.C.) 1881-1930, 1918-02-02

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Modern Methods Properly Understood
ana lntelligcntly Applied Bring
Success.

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A vigorous plea for system as the
Ioundation for success in business
was made last evening before a large
gathering Of merchants and business
men in the Y. M. c. A. by VIM. j.
Burns Of Dayton, Ohio. representa-.
tive OF The National Cash Register
Company. Accompanying the lecture
was THE Troubles of a Merchant ;,
moving picture showing how the
man who "guesses' about the various
processes of his business is almost
certain to be more or less of a. fail
ure and sure to be the first to 60 to
the wall in time of stress.
The lecture covered methods Of
advertising. craftsmanship and MANY
of the other points of the best mod i
ern business practice.
During his talk, Mr.. Burns laid en-
phasis on the value Of newspaper. ad.
vertising to the retail merchant. He
said IN part: Except for the small
store in an outlying district of large
city. more people can be reached Of
tener and at less expense by newspa-
per advertising than by any other
medium. But don't spend a few dol
lars advertising. and then say adver-
tising doesn't pay. Make advertising
a continuous policy of your store, and
you will not be disappointed with re-.
suits" Preparation of copy for ad-
vertising, and how to secure best re-
suits. were also discussed.
Window display was also touched
on by Mr.. Burns. and the solution of
delivery problems, perfection OF a
store organization. and other interest
ing features We're thoroughly discuss
ed.
He told of the good effects that a
school tor the employees had secured
for The National Cash Register Com
pany. Every employer. he said, ought
to teach his clerks how they can be-
come expert statesmen. Speaking to
the clerks present, he first said that to
be good clerk, person must first
be good man.
Bad habits outside of work hours"
he said. make bad record in the
store next day. A man can't stay out
half the night and expect to sell goods
the following day"
He urged neatness, accuracy, hon.
esty. ana courtesy as the first essen
tials Of successful salesmanship. mis-
representation of goods" he said, "is
bad for the store and bad for you.
Nothing is more important than cour-
tesy. Remember the motto which
made John Wanamaker's millions:
The customer is always right
Speaking OF the credit business, Mr..
Burns urged his hearers to guard
against the extension Of credit un-
"NS~'y 0hN AOi 6CttiHS W Charge IOF
sales. He also urged the cutting
down OF delivery by elimination of the
long hauls, the formation of cooper
at,ve delivery systems and elimination
of unnecessary deliveries by sugges-
ton and quick service, through which
the customers could be counted on t,
carry many Of their purchases home.
"The difference between the up-to-
date and the out-of-date merchant"
Mr.. Burns said in closing, lis that the
up-to-date merchant knows all about
his business and the out date mer-
chant only guesses. He guesses what
stock he has on hand, he guesses
which Of his clerks are honest, he
euesses about his selling price and
guesses about the cost of doing busi-
ness Consequently there are thou
sands Of failures in the business world
every year."