Arizona republican., 1919-04-13

Docs the public ever give thought to the way in which they are sold the merchandise they buy, is a thought that has often been brought to my mind during my 24 years of merchandising and close application to the psychology ot selling goods.
 Experience has taught me the suc- cessful establishment of a business de- pends a great deal on the type of sales men employed and how they carry out the principles of the proprietor. The salesman that attends to his customers in a friendly, congenial way not only looks out for the firms interest but for the customers also and is doing much for the success of the firm.
 My personal experience has taught mo that the salesman who has the cus- toner's interest at heart will do all in his power to study the needs of his customer and advise him what is most suitable For example, in selling his customer a hat he should first study the characteristics of the customers physical build, the shape of his head, and exert every effort to see that the hat is the proper shape and the proper style most suited to each case. It is of course, well known that any hat will not look well on every man. What is adaptable for one mans individual ity is useless to another mans best taste. Every man has an individuality to catch up. It is therefore, necessary that the salesman bring out each mans individuality with the right hat or the right suit. It is a selfish salesman that only desires to make a sale quickly and does not give thought and attention to the customer in trying to please him with the right clothes or hat.
 To the poor salesman all clothes and all hats look alike. This type of sales man frequently succeeds in a big town with nothing but transient trade but even then he will eventually prove a failure.
 Hyders from the start, over 24 years , ago. have always done everything in their power to teach their salesman the importance of watching the little de- tails that go in the selling of the mer- ehandise that will prove both beneficial and satisfactory to the customer. Ii is only fair to say that we have been greatly gratified in realizing that we have succeeded beyond hoped for ex- pectations and that a great measure oi our success is attributed to the earnest sudeavors of those associated with us The success in recent years has beer notable because our salesmen closely follow these principles. They certainly love to sell merchandise, but their first necessary interest lies in a keen de- light in seeing that the customer is cor. rectly fitted, with proper flothes ant proper hat, best suited for his particu lar individuality. In fitting a man witl a suit of clothes Hyder's service il never too exacting the collar must si and fit correctly, the shoulder must SC properly and the customer when h. leaves our establishment must knoy that he has not only bought just a sui of clothing but has been properly fitted by workmanship and Hyder service
 Workmanship means the Hirsh WickWre kind. Hirsh- WickWire stan for the best in mems clothes.
 We always grieVe immeasureabIy { see a man spend his money for a sui of clothes that has an appearance c hulgy shoulder, wrinkled back or bagg trousers.
 Truth in advertising will do nor for the general trade of a store tha any law that was ever enacted, ye at this particular time we can not heI but congratulate the men who are re sponsibie for the truth in advertisn law exacted hy ccr legislature. Ever one knows that Hyder's for years, hay advocated and worked for the prin cipIes of truth in advertising state ments. From now on the general pub lie should positively demand and re oeive just what a store advertises. Th truth in advertising breeds customer confidence.
 Every salesman must gain the cor fidence of his customer if he expec, the customer to buy from him agail Hyder's store is not the largest or in Phoenix but it is highly successf, through the work of its salesmen, an the service and the confidence the create. We want every one to com in and get acquainted and we can full assure every one that from the yer start he will be agreeaby surprise with the spirit and friendliness tn: permeates our establishment, and tt new customer will want to come bac again and again and will certainly a ways feel at home.