El Paso herald. (El Paso, Tex.) 1901-1931, 1918-02-23

4 MOVEMENT is under way to increase the business
Of 81 Faso wholesalers with firms outside of FL Paso
By means Of cooperation to advance each others in
terssts At banquet Of jobbers and travelling this
week. the idea took strong hold in many minds that each
should help the other for the good Of all and for the benefit
Of Fl Paso It should be IN the nature of community
enterprise application of the golden rule to help get
business.
an FL Pasoan selling hardware meets an Arizona
groceryman he should be able to say:
"The best coffee drank IS cent brand John
Smith, Of Fl Paso, sells He's having good business with
it. It satisfies people and they keep coming back for it.
It's the best selling coffee saw"
Talk ike that has to be sincere if it is to be any good
but it is sincere it makes the merchant think Genuine
endorsement Of moderate priced coffee by dsnterested
person who ought to know good coffee and who surely
Judge Of selling qualities strikes the merchant fOrcefuy
He is ready to talk to John Smiths coffee salesman and
to be made steady customer.
Apply this all around and every salesman viii not only
be working for his own firm, but putting in good word
for every other firm He can't do that unless he is
quanted with other firms and what they handle and if
knows their prices average up with those Of other firms in
the trade much the better That why FL Paso
obbers should get together and become better acquainted
with each other.
Trade growth has to depend on the fundamentals Of
good goods fair prices and liberal credit Without them
business cannot be built up by cooperation any other
way that It viii stay built up and keep growing If the
merchant buys John Smiths coffee and finds that it isn't
any better than accent grades though selling at IS cents
he knows people VII not back for it and that if he
has put In order for it. he stands to lose He is done
with John Smiths coffee and with the hardware salesman
who recommended it But if it is all the salesman said and
more he is satisfied customer Thus goods and prices are
the most potent trade attTactoIs.
This fact is recognized very thoroughly by number of
Fl Paso reaer They specialize dependable goods and
low prices They can make low prices because of economical
business methods such carload buying from producers
and because they satisfied with very small margins of
profit. They advertise literally and bid for mail order
business. They get It They make it worth the while OF
residents little New Mexico and those Of southern
Arizona to order from Fl Pase The total of that mail
order business is very large and the more pree difference
there IN favor Of the 81 Paso merchants the greater 1t IS
The wholesalers ought to have advertising plan
also. Their travelling meet that need partly and there
some 400 travelling on the road for FL Paso firms
counting the individuals who go the road for their
small businesses They can't meet everyone but they
do meet the principal merchants in their respective lines
and they help each other they get well enough
acquainted with each other to be able to talk the other
fellows line enough to create interest In it There is