Indiana daily times. [volume] (Indianapolis [Ind.]) 1914-1922, 1921-12-24

~ connected with the farm make up
nearly one fifth of the people. This does
not mean the farmer will not be pur-
chaser. It does mean, however, that he
will be able to buy less than he ordi-
narily would be his proportion.
To lesser degree the buying power
of the big group generally referred to as
labor has been reduced. Wages have
been cut. Rents, food costs and other
items have not kept pace with the wage
reduction, but inevitably they will come
down.
Z ROM the foregoing it would appear
as if the outlook was rather bleak.
1t is not. One good crop will change the
whole situation on the farm. The world
must have food and fiber. 1t must eat
and must be clothed. Next years crops
will be raised at nearly the lowe st cost
of any crops in the last decade
The situation as to labor also is better,
Whi.s labOr'se wage has been reduced
tn re is less Of unemployment. Railroads
are getting a bit stronger financially
and are beginning the large work of re-
furnishing their properties. Construction
work generally, halted by high costs Of
material, labor and transportation is
showing signs of recovery The steel In
lines Of major character are broadening
gradually. 1t Is so, too, with many of
the minor lines, even If conditions gen.
orally are spotted.
4 LII this does not satisfy the salesman
or the credit man or the boss The
present is what disturbs them. They
will, however. have to face the facts.
The salesman from now on will have
to be a salesman, not an order taker.
He will have test that will try his soul
He has measured his success heretofore,
and so has his boss, ty his sales. That
is not the proper way. The salesman
who succeeds in persuading a retailer
Of supplies into buying more than the
distributor can sell, is a bad salesman, for
he loads his customer up with a GER
tain amount Of dead stock and impairs
the purchasing power of the customer.
No sale is a good sale that is not Of
profit to the purchaser.
The salesman from now on will have
to sell goods and not conversation. Not
all statesmen know the goods.
a ND the merchant will have to be bet
"A ter merchant. The buying habits of
the American people have changed. They
are more careful as to the price and
X
You have to sell then now and not, as
at one time, act as If they could take it
or leave it, just as they pleased, and you
didn't care which.
IT HESE are good times for good mer-
= chants and good statesmen and these
are trying times for poor merchants and
poor statesmen. They are the, sort of
times that make for better business.
And the market is tremendous, even
If 1t is not of such bullying proportions
as two years ago. No other section of
the earth has 100, OOO, 900 people speaking
one language and having such purchas-
ing power No other section of the earth
has such transportation systems or such
mediums of national advantage No 9TH
er section of the earth has such a num-
Der of people who live so WELL have such
desires for creature comforts and are so
responsive when good goods are offered
at the right price.
Manufacturers, merchants and statesmen
may be a bit soft from the days when
it was a sellers market.
The market is still there, but it is a
buyers market. It's the biggest market
in the world.
It's great market for a go-getter.