Newark leader. ([Newark, Ohio]) 1917-1946, 1918-04-05
Know They Must Face the Music
if Their Customers Are
DiSpIeaSed.
MEET PATRONS Face TO FACE.
Mail Order Men Prefer to Sell at Long
Distance Rather Than Deal
With People In Their
Own Cities.
@ ---ss
(Copyright.)

OuS VI IlC SlONh CANu VI Vic man
who orders goods from a mail order
house is that there are many things
that he wants that the local mcr-
chants do not carry in stock, and that
it is necessary for him to send away
from town to get them.
This explanation may be all right
on the theory that a poor eXcll3G is
better than none, but it fails to pass
muster when it is subjected to lit
tie scrutiny.
Ask the man who offers this as an
excuse for his dealings with the mail
order man why he does not go to the
local merchant and ask him to order
the articles desired if they are not to
be found in the merchants stock. The
merchant will very gladly do this and
the merchant and customer will both
profit. The merchant can sell you
whatever you desire at as low price
as the mail order house can make YOU
on goods the same quality and be can
make a small profit.
The customer viii profit from the
transaction, because he will be deal
ing with a merchant who stands back
of the goods that he sells, and who
is easily accessible in case the arti-
cles purchased do not prove TO be
all that the customer had expected.
Give Home Merchant Preference.
Why not try this plan the next time
vxrIi
not find In any of your home stores?
The merchant in the average sized
town cannot carry in stock everything
that ell of the people in his town Lay
want at all times. It would require
a capital many times larger than the
average merchant can command to do
this. but he does the best he can.
He ordinarily does carry in stock at
all times many things for which there
is no general demand, in order that he
NAV meet. the needs of his customers
to the greatest possible degree, but
there is limit to his purchasing abil-
ity He is always ready and willing,
| however to make every effort to meet
the demands of the community. Why
not, then, give him the preference over
| the far-distant mail order man il you
must have something which is not to
he found in the local stores? He
will do the business in satisfactory
manner, give you as quick if not quick
er service and more satisfactory treat
ment and the chances are that
he will give you better values for the
money. Finally. whatever profit is to
| be made off the transaction will stay
at home and do it's bit toward making
the merchant and his town and, incl
dentally, yourself, more prosperous.
No business can be transacted as
satisfactorily at long range as it can
when the two parties to the transac-
| ton meet face to face. The only eX-
| ception to this rule is in the case Of
the mail order man himself, who can
| transact his business with greater sue
cess to himself at long distance than
| he could If he had to meet his GUS
| toners face to face. That is the reason
that he does business by mail instead
of selling to the people in his own
city. If the goods which the mail or
der man advertises in his alluring cat
alogues were the bargains that he rep
resents them to be, he would not have
| to 90 outside of the confines OF his
own city to sell all the goods he could
possibly obtain. But the average mail
order house not only does not make
any effort to sell goods In its own city,
but will not sell to anyone residing
within the city limits. The mail order
man does not want to meet his GUS
toners face to face. He can do busi-
ness better so far SIS he Is concerned II
his customer is some hundreds Of miles
away from his Office.
Does Business in Open.