The Madison daily leader. [volume] (Madison, S.D.) 1890-current, 1921-02-02
INSTITUTE DRAWS
LARGE ATTENDANCE
SAI4ESMANSHIP AND SERVICE
MAIN TOPICS FOR MIR. IR-
WINS DISCUSSION.

ABOUT ali or the available seating
space in the court room was taken
last evening when Mr.. Pryor Irwin
launched out upon a most interest
ing delineation of those apparent
smaller details that form much of
the foundation of successful busi-
ness.
For over an hour the Merchants
and Community Institute heard
some logical conclusions upon sales
manship and service. The speaker
always drew on a ready fund of
business experience as he made his
plea for prosperity in cities and
towns where apathy clogged the
wheels of true progress. The thought
was left that to have prosperity a
community must put itself in a po-
sition to deserve it. To secure it, ut
all in large a matter of service TIC
others, service being the great basic
principle underlying all business.
Mr.. Irwin traced the history and
origin of business from the time var
led lines of home manufacturers
created a surplus and specialized in
dustries and professions to point
where necessity and convenience
caused the bartering post at the
ford or crossroads, this gradually ex-
panding into the village, the city,
the metropolis and so forth. The
itinerant merchant and peddler oecu-
pied an early period preceding the
Development of highly specialized
lines that catered TO human wants
In centering nnton the individual
store, as apart from the city, Mr.
Irwin pertinently remarked that the
store is for the customer and not the
customer for the store, at least, that
is the modern idea Honest service
and the endeavor to remain progress
sive is essential to anyone engaging
in business, service being, of course,
the first requisite to success.
Stores are necessity, according
to Mr.. Irwin, and out of that neces-
sity have grown great and small
centers that collect commodities and
distribute them to supply a commun-
ity's needs. On the distributing end
salesman ship and service operate as
large factors in the growth of any
business. Another factor, no less
important, is the idea of studying
ones line to develop new ideas and
more efficient methods of operation.
Large business institutions do this
and the conclusion stands that what
is good for big lines is also useful
for less elaborate concerns.
Speaking on applied principles of
good salesmanship Mr.. Irwin men,
toned the compelling power of per-
sonality as of prime importance
when selling to the customer who
can appreciate all courtesies and
little attentions that invite both his
interest and his business. Many
clerks fail in personality and atten-
tion and the ability to discern the
customers likes and dislikes.
Mr.. Irwin believes in arousing in
terest, extending courtesy, and car
rying description to a point where
the buyer feels that a certain desig-
mated article is just what he wants.
All descriptions, however, must be
absolutely truthful to gain the 10y
atty and continued business of any
persons. The audience was told that
to create desire was the ultimate
aim of all business, that is, the Gus
toner must he lured into the pleas
ure of possession through simple
suggestion-this is real constructive
selling. 1t opens up markets for all
productive effort.
On closing sales, Mr.. Irwin, eau
toned against confusing the pur-
chaser. Many of those connects
with sales forces fail in this one par
ticular, namely, knowing when the
sale transaction is all completed.
Mr. Irwin's experience in shopping
round brought home to all the need
of friendly greeting smile, every
possible extension of courtesy, and
close attention to small details. His
talks are timely and many more
should be out each night to avail
themselves of the splendid lessons
detailing proper and successful
methods of conducting business.
Tonight Mr.. Irwin will speak on
Forces That Build Business.