Essex County herald. [volume] (Guildhall, Vt.) 1873-1964, 1921-06-09

The other merchants of the town predicted ruin
for the youngster. SO did the banker of the COM
munity.
Hell never be able to compete with the city
Stores" he said
But the young merchant surprised them. He
sent letters to a list of prospective customers.
Inc WOmenS wear sold in two weeks.
FROM that time on he gradually turned the ola
general store into womens and chdren's store.
lie did not specialize on clothing. But he limited
MS stock to those things in which a woman is
naturally interesed-cothing and house furnish
ings and groceries.
And he advertises. That is one of the main rea-
sons for his success. The alone could not
support his store One new business idea he uses
is very effective. He has appointed agents" in
the surrounding small towns. Their work Is to
report to him weekly, printed forms, any in
formation that will put him in touch with new
customers If girl becomes engaged, or a couple
is married, he knows about it, and is after the
business that usually results from such events.
lie knows also whenever new house is built
or an old house is remodeed, a new family
moves into his territory.
In seven years this young man has built up a
business that is known for miles around. Sew
enty-five per cent of his business is done with
farmers and their families, who drive or motor
IN from points fifty miles away That is the rea-
son why, during the past year, he has been able
to do a business of more than $7SO,0O0 in a town
whose population does not run much over 2,9OO.
Hundreds of small towns hold similar Oppor-
tunities for young men, If ever there were golden
opportunities small-town merchandising holds
them today. For American farming is fast becom-
ing a mighty fine paying business Wealth is ac-
tuay increasing faster in the rural districts than
in the cities. And the American farmer and his
family are no longer satisfied to exist on the very
barest necessities Of life. They are buying lux
uries and Conveniences in large quantities. The
introduction of electricity alone into farming COM
munites is creating a tremendous demand for
electric churns, washers, irons, fans and vacuum
cleaners. Water system, porcelain sinks, wall
paper, paint and varnsh, better house furnish
ings-these are only few of the things that are
selling heavily in the rural districts
An expert has figured that the American farm
market has a wealth of $90,0O0OO0000. Part of
that market is around you The chain stores are
spreading out from the cities. The mail order
houses have secured quite hold on the farmers
trade. But if you decide to build up business
in your community you need not worry over their
competition. The mail order houses give no bet
ter values than it is possible for local merchant
to give And a man or woman always prefers to
trade with friend whenever that is possible. The
young man with capacity for friendship and a
goodly share of brains and energy has every as
surance of success in small town merchandising.
But merchandising is only one of several fields
in which the small town offers excellent OppOr
tunities.
The president of one of our big Pacific coast
banks devotes an unusual amount of time to the
development of his employees. One day he called
two clerks into his private office.
81 believe" he said that you two young men
are going to make good at banking But you need
a little broader experience with banking problems
than your work here affords you In big place
like this, you know, you liable to lose your
sense of perspective.
81 have made arrangements with two of our cor.
respondents There is job awaiting each of
you in q country bank. On these jobs you will
be called upon to do a little of everything. You
will become banking factotums. When your edu-
cation is completed there is an executive position
here for each of you. You have week to think
it over"
The young men thought well Of the PROPOSE.
ton, and disappeared into the bushes" But the
presidents plans went awry Neither man re-
turned TO him. One wrote him long letter in
which he listed of the advantages of
small-town job over city job-the cheaper living
cost the more healthfu surroundings, and the
chance to make more intimate friends The other
man. in telegram, quoted Caesar according to
Longfeow: Better be first in a little lberan
village than second in Rome"
There are something like thirty thousand banks
in the United States More than three-fourths of
these are situated in towns of less than ten thou
sand population. III Is III tlese slnall-loWn Dahks
that many of our future banking leaders are being
formed for here new idea in banking is being
developed.
AS one banker has said, it has been found good
business to take interest in people as we'll as from
them In other words, the bankers of the country
are going out of their ways to help their clients
to grow richer.
/ could mention many instances of the rise OF
Young men in the banking world because of their
obi;t,, in draotiOn But PERMITS of only
one ...
In certain Eastern farming community there
were few years ago, two banks They were
very strong competitors. young man in one OF
the banks said to the cashier:
"There is just much money In this community
Both banks here are falling over each other, try
ing TO induce farmers to bring their business to
them. We have great many good accounts al.
ready. Why not roll up our sleeves and help our