Daily Kennebec journal. [microfilm reel] (Augusta, Me.) 1870-1975, 1921-10-29
Film-Lecture Gives
Worthwhile Pointers
to Retail Merchants

With n large number of representa-
tive merchants and sales people pres
cnt. the business lecture given Friday
evening in the Elks' hall was big
success. The lecture entitled, Get
ting the Most Out of Retailing" was
delivered by G. w. Sully. represen-
tativc Of the NATIONAL Cash Register
company who spoke under the aus
pires Of the Chamber of Commerce.
The lecture, which was illustrated
with nearly 5000 feet of moving pic
lures was preceded by the showing Of
some very interesting community
welfare pictures. This film showed
the results of this kind of work in
Dayton, O.. the home of the National
Cash Register company, 1t was stat
cd that the changes and improve
ments made in Dayton may be made
in Waterville if the people will get
together and show the right kind of
cooperation.
Walter ]. Eaton, secretary of the
Chamber Of Commerce introduced Mr..
Sully who complimented the Cham
bcr of Commerce on its firm cooper
alton.
The speaker made q vigorous .ap-
peal for better system in the operat-
ing of every kind Of business. TT is
only natural" he said. that each
one of lis should want to get the most
out Of the work we are doing, or the
business we are in; yet we must not
forget that customers are justified in
buying wherever they can get the
most in goods and service for the
dollars they spend.
customers should be told prompt
iy about the goods carried, and i'm
pressed with the fact that the store
is wide awake and progressive. Goods
must be displayed so they will at
tract and please the customers
THE salespeople should he made to
know the value Of giving prompt,
and satisfactory service to everv GUS
toner. Merchants should know.
rather than guess about the important
facts of their business. They should
control their business, their cash,
their stock, and their help"
Commenting puon the Importance
of store organization, Mr.. Sulley made
the strong point that too many n1er-
chants are trying to do all the think
ing and planning for their stores. He
advised that responsibilities be divided.
Fixing responsibilities encourages
CO. operation among employees" he
said. Remember 1t is team work
that wins in business just as II does
in baseball"
An especially interesting topic dis
cussed by Mr.. Sulley was newspaper
advertising. In this connection he
said:
Among the important things 10
which many merchants do not give
sufficient attention because of the press
of details is advertising. yet statistics
show that hundreds of merchants have
failed because Of this neglect.
Newspaper advertising travels far
and wide. 1t is the medium through
which the merchant gets his message
to the people in their homes. Custom
ers like to read their store news and
general news together. The merchant
who fills his ads with store news and
interesting information about the
goods he carries is sure to win the ia
vorable attention Of the reader. Ask
any merchant who his strongest COM
petitors are and he will tell you. al
most without exception. the names of
stores doing the greatest amount of
advertising.
Unfortunately many merchants are
OF the opinion that it is necessary TO
exaggerate to get the attention OF