The Bemidji daily pioneer. [volume] (Bemidji, Minn.) 1904-1971, 1920-06-02

or 81 net earnings on that bill"
Findlay stated that the trees being
$500 miles on the average from the
center of distribution, it is necessary
that the exchange keep in touch with
retailers all over the country. Since
they are the last link in the chain of
distribution and must be kept not only
efficient, but happy in their work.
He showed how to compute margins
correctly on the sale price, not on
cost of the merchandise, because all
expenses of the business are spread
over the volume of sales. He gave
an extended blackboard demonstra-
ton of the correct method. He showed
that by this method it is impossible
to make 100 per cent. He said that
''well bought is half sold" is per-
nicious maxim because it tends to
fix the merchants mind on buying,
whereas the grocer should think of
selling; if he is an efficient seller,
buying will take care ~of itself. He
showed particularly that short buy
ing was the only safe method to ap-
ply to the fruit business.
J: One of Mr.. Findlay's most striking
demonstrations related to the sur
prising potentialities Of rapid turn
over in handling oranges and lemons.
"Working on the normal margin of
rs per cent and selling the stock out
each week." said Findlay, "you make
a clear profit of per cent. That
amounts to nearly $50 per cent on
your invested capital each year. Yet
the consumer. is thus served with
merchandise plus tangible expensive
service which together costs you 95
cents for every dollar, you take in.
This shows just why the: retail grocer
tH6s performs al service 50
valuable for so modest a return that
no more economical agent of distribu-
ton has been discovered nor is it
likely that any cheaper medium will
be found"
Findlay dwelt at considerable
length on the display value of oranges
and lemons which by scientific inves-
tigation, have been shown to be more
pleasing to the average person than
any other natural colors.
The fact that reflection on the
glass does not distort the vision as
badly when the window is dressed
with the yellow fruits as with those
of darker tones is another great ad-
vantage.
He urged the grocer to specialize
continually on one fine food product
after another, thus building up trade
in the better grade of foods and at
tracing discriminating customers.
He declared that the only merchants
who succeed in any line of business
are those who bring out there own
individuality through specializing.
But he also showed that no store in
the world is too "high-brow" to derive
great benefit from special sales-pro-
vided the merchandise is worthy. 1T
never pays to feature inferior goods"
he concluded with emphasis.
A most interesting feature of the
talk was Findlay's account Of condl-
tions which favor the increased sale
and consumption of lemons. "There
exists a strange superstitution," he
said, "that lemons will sell just as
freely at say, for 10 cents, as at
any other figure. But my experience
and investigation shows that lemons
will go into consumption many times
as fast as now if you will follow the
wholesale market down as immedi-
ately as you now follow it up. 1t
has been shown time and again that it
lemons are priced at 10, %, rs and
20 cents the dozen, housewives buy
dozens. When they are 3 for 10
cents, they buy 8.
"Another point is that when a
woman has dozen lemons, she
makes lemon PIES as one dealer re-
ported to me, and finds many ways
to use them. If she has only three
she won't even use those. Sell lemons
by the dozen. Sell them out each
week and buy again. Thus will your
customer make lemon pies,' their
husbands will like the pies and de-
mand more; then more will 60 into
consumption, you will make more