Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1921-06-16
AID CONVENTION
WOULD EDUCATE
SALESPEOPIE
Deemed Advisable to Get Full
Benefits From Advertis-
ing Expense.

ATLANTA, Ca, June 16.-A defnits
program Of a reaching character for
the education of retail salespeople, as
means of making advertising appropria-
| lions go further, was approved here by
the Associated Advertising Clubs of tho
| World, whose convention came to a close
this afternoon.
Charles Henry Macintosh, Of Chicago,
chairman of the National educational
committee of the advertising association.
inaugurAted the movement for this edu-
cationaI work some time ago when he
asked 1000 representative business con-
Germs what should be done to help re-
tail sale people to become more pro,
dcicnt and therefore more profitable to
themselves and to business.
SALES PERSON
IS FINAL LINK.
AS he explained the movement in ad-
dressing the advertising convention to-
day. the ability of the manufacturer and
the retailer to sell goods and to render
proper service to the customer at the
lowest possible cost-and their ability
to make their advertising effectiYe-de-
ponds, in the end, upon the retail sales
person. No matter how large the pipe
leading between two points, he said,
water will not flow faster than the faucet
at the end will let it. The retail sales
man, he showed, is the faucet through
which all merchandise must eventually
flow.
This movement, Mr.. Macintosh showed.
looms big in public Importance because
better retail selling means lower selling
costs, with resulting economies to the
public, while the public also will save
time and will more often get the goods
needed for the particular want when
dealing with retail salespeopIe who
know the goods and are well trained in
hnding the exact needs of the customer.
The association is at work on a course
Of instruction in retail selling which will
be offered to all retail salespeople in the
two hundred cities where the organiza-
ton now has local advertising clubs. The
fee for the course will be nominaI-just
enough to cover the actual cost.
COURSE BASED ON
INVESTIGATION.
This course Is not being planned ac-
cording to the ideas Of a few high brow
salesmanagers as to what retail sales
people need, but is based upon the find
ings Of hundreds of men and women
members Of advertising clubs who are
reporting their experiences in retail
stores to indicate just what the course
should cover to help the average store
emplOye.
There is a feeling among the deIe-a
gates to the advertising convention an
the officers Of the Associated Adye %
ing Clubs, that this is one of the gr
est movements INSTRUMENTATION has eve
started 1t has been met with gresN
enthusiasm, based upon the fact tn
the movement has a firm economic fou
dation. 1t will help the salespeople
be more useful, will help the merchant,
and will help the public
The advertising convention. which was
opened Sunday afternoon with a great
inspirational meeting and which con-
vened for the first business session Mon
day morning, closed here this afternoon.
Delegates were here from all parts Of
the world, though most of them came
from the United States and Canada.
Atlanta was Joined by the entire South
in making the delegates welcome, and
many delegates will stop at various i'm
portant Southern commercial centers on
their way back home, to make market
surveys.