Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1920-06-17
EYS TO BETTER
! BUSINESS GIVEN
indiana Dry Goods Men Let in
on Secret by Sales Expert.

u THE most important part of business
is getting the right kind of salespeople, y
declared Mrs. Genevieve Reid, educa-
tional director for the Marshall Field
Company, before the convention Of the
Federated Retail Dry Goods association.
RI the SEVERN hotel, in discussing the
fundamentals of obtaining better bust
ness policies.
Mrs. Reid had charge Of demonstra-
ton Of salesmanship given By Miss Fan
ME Arms Of Chicago. and Miss Adeline
Davis of L. S. Ayres & Co.
In hiring salespeople we should look
for certain characteristics and qualities.
namely: practical and sensible people.
AS a rule have found that the wesrer
81 high heels is not filed with a desire
for labor, and she does not exert herself
because of her impractical wearing qp-
psrel'
Mrs. Reid said the best men that can
be found are delegated to hire the sales.
f0ple Of the Marshall-Field Company,
Mand while expensive; it more than pays.
8THE THREE BIG
CHARACTERISTICS
There are three inherent character
istics in salespeople," said Mrs Reid:
1. Personality.
2. Industry.
g. DependabIlity.
Granted they have these characteris-
tics, the question is what to do to make
them more effective"
Mrs. Reid declared an efficient sales
man must have an accurate knowledge of
the store system. be interested in his
job, be attentive to customers and know
the merchandise.
we study our salespeopIe while we
are giving them training. and learn how
attentive. how patient they are, and what
their associations have been.
We find that a trip through the store
has a psychological effect on indifferent
persons. giving them an interest in their
job through knowledge of the extent Of
the store.
REFERENCES TO SOLVE
PERPLExING QUESTIONS.
In connection with our training sys-
TEN, we have library which contains 4
large collection OF books and magazines
by which perplexing trade question can
be answered"
Mrs. Reid declared a close human
sympathy is the main factor in big
business
After aaI.'' she said. 1.-THE human
equation between the company and the
salespeople is the only way TO reach
the customer.
People make mistakes because they
forget the development of the personal
element in the individual"
Speaking Of methods of selling. Mrs.
Reid said there are only two kinds Of
= sales: he mechanical and the spiritual.
ITO make an effective sale you must
sell yourself with every article you sell
over the counter; sell your brains with
that sale
THE sALESSIANSHIP
THAT DRIVES EN- AWAY.
ave do not want our salespeople to
approach a customer with a DO you
want anything? or a Have you got
waited onr for such salesmanship will
drive away a customer who had intend
ed to make a purchase
There are three classifcations for
customers. First, the customer who
knows what she wishes, which is the
most difficult one 10 please.
Then. the one who does not know ex-
sctly what she desires. She must be
helped in her decision by the sales
woman.
Lastly. special attention and expert
salesmanship must Be given to the one
who comes 20 look and does not intend
to buy"
Mrs. Reid said she was Of the opinion
that good salesmanship had overcome.
to large percentage. the amount OF re-
turned goods, for IL the person were
satisfied fully at the time of the pur-
chase he would not be likely to become
displeased with the article after de-
livery.