Newark leader. ([Newark, Ohio]) 1917-1946, 1918-03-15
Mail Order Man Need Not Worry
About Keeping His Old
Customers.
MS field NOT RESTRICTED
Local Merchant, on other Hand, Must
Give Good Values and Service
in Order to Hold
His Trade.
(CopYright.l


sucker born every minute. If this be
true, there are LAO potential custom
ers of the mail-Order houses ushered
into the world every "a hours and the
number reaches total OF 5256OO every
year.
Of course, as Mark Twain remarked
regarding reports of his death, these
figures may be exaggerated, but they
serve to illustrate the fact that the
mail-order houses of the big cities al
WAYS have new fields to exploit ana
are not hampered in their dealings by
the necessity of pleasing all their old
customers. If the mail-Order buyer
discovers that he has been "stung"
and registers vigorous kick, 1t means
nothing in the young life OF the mail
order man. Why should he worry as
long as there are some 99,999,999 other
persons in the United States to whom
he may make his alluring appeals.
Ever Get Money Back?
Did anyone ever hear of mail or
der house refunding a customers
money If the customer was not salts
fed with his purchase? Don't all speak
at once, please. The big mail order
houses in the cities expect to receive
a large number of complaints from
their customers. They know that
much of the goods which they sell will
not come up to the expectations OF the
buyers, whose ideas as to what they
will receive have been formulated from
the pretty pictures and alluring de-
scripuOns given in the catalogues.
The mail order houses prepare for
this contingency by maintaining large
corps of clerks whose sole duty 1t is
to answer the letters of irate GUS
toners. These clerks, or correspond
ents, as they are called, exercise all
their powers of cajOlery in an effort
to appease the complaining customers,
but if this is found to be impossible,
after an exchange of letters, the mail
order man has no cause for worry. His
living is not dependent upon the GUS
toner to whom he has already sold
goods. "There are as good fish in the
sea as have ever been caught" and he
turns his attention toward the landing
of the new fish.
Local Merchants Field Limited.
Compare the position of the mail or
der man with that of the retail mer-
chant in the small city or town. The
retail merchant has q certain limited
territory from which he must draw his
trade. All his business must be done
day after day and year after year
among the same people. The buyers
to whom he can appeal for business
number only a few thousand at the
most and in some cases a few hun
dred, Unless he can make his GUS
toners his friends and bring them
back to his store again, he cannot con-
tinue in business. The result is that
he looks beyond the single sale which
he may be making at the time. 1t is
to his interest to please every one of
his customers. 1t will profit him moth
ing to make big profit off a customer
on one sale if that customer is not
satisfied with his purchase and refuses
to come back to his store again.
From which man can the buyer eX-
pect to get the best values, the best
service and the best prices in proper
ton to the quality of the goods sold?
From the man who must please him
and give him his moneys worth In or
der to remain in business or from the
man who figures that he may never
hear from the buyer again and that it
will make no great difference whether
he pleases him or not?
Gets 1t While He Can.
The idea upon which the mail order
man works is to get the money while
the getting is good. If the customer
is satisfied with the goods which he re-
ceives all well and good. The mail or
der man knows that the customer is
the kind of a man or woman who
likes to take a chance or he wouldn't
have sent in his order in the first
place. Therefore he may figure that
the customer is likely to take second
chance even if the first does not turn
out to his liking. If the customer has
enough spirit to make kick, the
trained correspondents in charge Of
the complaint department may be able
to paclfy him. If they are not, it
doesn't matter much anyway, for there
are millions of others who may be
caught with the same bait-there is
one born every minute, you know.
1t is we'll for the consumer to re-
member these facts if he is ever
tempted to take a chance on the offer
ings of the mail order house. The
home merchant has something at stake
in every sale that he makes. The mail
order man has nothing at stake. The
home merchant has everything at
stake on the manner in which he treats
his customers, for he cannot get others
to take their places. The mail order
man has nothing at stake for 1T is TO
his interest to get all that he can out
of each sale, knowing that he may
never have another chance at that par
ticular customer.
Which is the safest man to do busi-
ness with?