Every evening, Wilmington daily commercial., 1918-02-19
FINDING THE WEAK
SPOTS IN BUSINESS
Remarkable Demonstration at
Business Institute in Hotel
dupont Tonight.

The second meeting of the Business
Institute is to be held tonight at o'clock
in the Rose Room, Hotel du Pont. This
meeting is of especial interest to mer-
chants. managers and department mana
gers. the subject being Finding the Weak
Spots in Your Business MANY of the
more efficient merchandising organlZa-
tlons subject their establishments To n
daily ANALYSIS in ans effort to determine
what, II any. conditions may exist detri-
mental TO business. In his work with
metropolitan stores, Mr.. Fisk has been
called upon to analyze conditions and the
form used for this purpose is to be made
the basis of this evening s lecture.
Last night, sales people were asked to
serve an imaginary customer, beginning
With the individual entrance 10 the store
or department and continuing through
the various phases of selling. Tonight,
he is 10 lead merchants, managers and
department managers through their own
stores. Store fronts, the awning, the sign
and the entrance and all externals will be
gwen first consideration because of the
effect that such things have upon the
passcr-by. Window displays will be dis
eusSed from an angle of practical selling,
instead of from an artistic viewpoint.
Air. Fisk believes that every window
should be something more than an array
OF merchandise, that II should carry
definite message TO the onlooker and that
IFS one function is to induce people to
enter the store.
Following this. the relation of the
various departments one to another VIII
he gwen consideration in that each sub
division has an effect upon every other
tIoing more Intcnsively into the subject
the coordination of various lines in each
section should bc given attention 10 the
end that there may be no lack of harmony
IN goods arrangements, but that the COM
bincd effect may be most pleasing and
suggestive 10 the greatest degrcc. Like
wise the part played by such store equip
ment SIS counters. cases, tables and chairs
will TIC fully explained and, in fact. every
physical adjunct of the stone will be
shown in its proper relation to the pro-
motion Of business
Next Mr. Fisk will turn his attention
Ia the merchandise itself He contends
that any retail storp. 10 justify its exist
encc, must cat,r to the puhic's demands
rsthcr than irving 10 suit this demand to
its own wishes. For that reason, he sug-
CSts closer cooperation between Will
mington merchants and the public, to the
end that both may be benefited, and that
retailers NAV morr nearly suit their stocks
10 the wishes of their clientele This dis
cIkepon Of merchandise comprchends more
than the kind of goods to be Offered and
shows the advantages of having the right
thing AT the right time IN the right quanti-
ties at the right price.
Finally. service viii be brought up for
discussion. Every community has its par
tE,ilar desires in the way Of personal
srvicc. One of the largest stores of New
York enforccs a rule that no sales person
shall approach a customer until the Gus
toner has first asked for service. Then in
contradistinction, To the very digniffed
form of service many other stores want an
excess of cordiality, ''fellow-well-met'
spirit evidenced BY the hand on the
shoulder and such other little marks OF
hospitality. Between are all gradations of
personal service. 1t is the purpose to de-
termne IL possible, at tonight's meeting,
the degree of personal attention which the !
Wilmington public most desires.
Finally. because an institute Is the |
heightened shadow of man, the boss |
himself Will be placed upon the dissccting |
table and gwen a thorough diagnosis be- !
raIse OF great influence he has on business |
through example. Each merchant will be |
gwen a mlmeographcd analysis question
naIre 10 apply 10 his own business with
the thought that ne may see his establish
mcnt through the eyes OF an outsider, that
be may be reminded OF the existence of
many conditions which need correction |
and that nc may use this as basis for
OF matters TO be discussed |
personally with Mr.. Fisk during his visits
10 the stores.
Every executive should make g special |
flor to attend the meeting this evening |
md TO be on hand promptly at clock |
y that sufficient time may be left for dis /
after the address