Bisbee daily review., 1921-04-01
BUY AT HOWE CANPhIGN TO
 bE CONDUCTED
CONTINUED FROM FACE oNEI

before last HlSnl ; meeting. GlNSnS said in part:
 From the merchants viewpoint nothing is easier than to make a talk, or write paper on Why buy at home The arguments in favor Of buying at home are familiar and hack neyed. They are logical and well founded, but unfortunately they are not convincing to the extent they should be-to the customer. Why? Because they are conceived in brains prejudiced to the interest of the mer- chant, and fail for the most part to take into account the interest of the man who has the money to spend.
 Appeals to Fairness
 If you want a bottle of medicine, which you do not really need to begin to use for a week, and the LoweiI Drug Company charges you dollar and half for it, and you know or think that you can buy it in Ei Paso or Los Angeles and deliver it il Bis bee for SIPS, why should you care whether the Lowell Drug Company pays state and county taxes, and Low ell volunteer fire department taxes, and contributes to the Lowell Presby- lerian church and belongs to the War ren District Business Mems AsSocia- ton, and the Commercial Club? These are expenses that the Lowell Drug Company must pay, but why should I, who want the bottle of med icine. assume the duty Of heipins him pay it? I worked for the two bits that l can save--I owe it to no one-aud II will not spend more than necessary ito get the medicine want. It is we'll for us to appeal to the customers sense of fairness, his sense of patriot ism, and civic pride. We have a right in fact to his patronage, but we have d right to lots of things that are very hard to get if our rights interfere with the selfish interests of others
 @In my view the most important ap- peal we can make to cur customers and those who should be our custom CTS is the appeal to their own inter- est. This does not mean that we must sell everything we handle as cheaDly as it is sold in competing cities. That would be obviously unfair. since we must pay the transportation charge, but We must point out and emphasize the fact that 60 cents in Bisbee or Lowell is cheaper than 55 cents in ! Los Angeles if the transportation cost | is 10 cents, and we must point out and i insist on the fact that buying in quan- titles the local merchant can reduce the transportation cost. landing the goods here for less than the individ- | ual customer who ships in small eX- pensiye quantities and lands goods by mail and express. Then, when we point out our ability to do these things we must tote square'-we must really hand out the stuff, on basis as at tra0tiye as the customer can get else
 where, and give him also the addi tional incentive of personal, face to face selection and service.
 Perhaps it is up to Us to make some concessions to get this extra
 business Shall we say to the trade Give Us 8 per cent more business and
 we will reduce our prices per cent?
 Or could we not in many lines secure the extra business necessary to take care of the handling cost by offering more attractive prices in anticipation
 of getting the business that the mai
 order fellow gets. It is impossible, ol lcourse, to prescribe treatment in ad
 vance of q diagnosis. If business i.
 sick because prices elsewhere ar'
 cheaper for same quality goods, tho
 treatment just mentioned would prob
 ably help and could be profitably efn lployed even if on the face of past rec ords of business done it would appeal
 that the gross margin would not stanC
 such cut, the smaller margin bein; compensated for by increased volume