The Bemidji daily pioneer. [volume] (Bemidji, Minn.) 1904-1971, 1921-07-12
c. c. Peterson of Grand Rapids
Tells Local Business Men
Interesting Facts i!
CONCRETE EXAMPLES
CITED BY SPEAKER
Declares Newspaper Provides
Hall and Audience for the
Merchant to Talk to

Those who were fortunate enough
to hear G. G. Peterson's talk to the
merchants at their luncheon Monday
evening did not wonder why Mr..
Peterson is in demand at conventions
and gatherings of merchants. In
manner, peculiarly his own, Mr.. Pet
ersonl carried his hearers through
much of the maze of business success
and failure. particularly in the
merchandising game.
The newspaper man hires the hall
and provides the audience for the
merchant to talk to. but, the merch-
ant NAKED terrible mess Of what
he says to his audience in his adver-
Using some times, according to Mr..
Peterson.
"Talk to your customers in the
newspaper just as you do across the
counter in your store. Don't conflne
your message In the paper to your
merchandise and it's prices, but tell
your friends some of the merchan-
dising conditions with which you are
coping. Tell them the reason for
some of the things you are doing, tell
them the truth and they will under
Slanu you uliu USllGNS you' -" 80"
EXPECT the newspaper to do your talk
ing for you and do not expect them
to get the hall and provide the audi
ence for nothing. That lis the merch-
andise the newspaper man mas 10 sell
Just as the merchandise on the
shelves is what the merchant has TO
sell" said Mr.. Peterson.
Teach your clerks how to ap-
proach a customer. ! went into three
stores this afternoon, said Mr.. Pet
erson, "and 1 was greeted with
clerk who Immediately aked, some
thdng?' That lis an insult to me.
Why should i go into your store IL
I didn't want something? 1t makes
me feel that | am intruding when !
20 into q store, and that I am TO pe
given what want as quickly as pos
sible and gotten rid of. Treat your
customers the same as if they were
going into your home. You would
not ask your friends coming into your
home what he wanted or 1t he want
ed something. YOU would welcome
him first and make him feel ut nome.
Do the same in your store" was Mr.
Peterson's advice.
"Be broad-minded. If customer
inquiries for something you do not
happen to have in your store at the
time, tell your customer where he
can get it. If possible, call up an
other merchant and ascertain it he
has the article, then direct your GUS
toner there. You will lose nothing
by it and you will increase the good
fool;np between yourself and the
other merchants in your town. 1t
doesn't do any harm to say in your
advertising that there are other
stores in your town who are in the
same business as you. A customer
will be more likely to come to town
where there are several stores in the
same line of business rather than to a
town where there is only one store
in a particular line. Get the custom
or to your town and then it is up to
you to get the customer to your
store"
Mr.. Peterson referred to the propa-
ganda which has been spread broad
cast against the retail merchant, even
by the highest officials of the govern
ment, to the effect that they have
rcsortcd to evil practices and prof.
teering. We haven't done thing to
combat it, he said. Furthermore,
the rank and file Of merchants have
never been guilty Of such a thing.
Why doesn't the public and the maya
zines and the newspapers jump onto
the railroads because they have not
reduced their railroad fares? Why
doesn't the price of ice cream sodas
go down? Why doesn't the newspa-
per reduce the price per inch for adj
vertising? Why are = hotel rates
not lowered? The average retail
merchant has followed the market in
it's rise and fall, but because some of
the 'storekeepers' still have some of
Continued on Page g.
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