The Caldwell tribune., 1922-02-03
new ONE BORN
every minute
Mail Order Man Need Not Worry
About Keeping His Old
Customers.
HIS field NOT RESTRICTED
Local Merchant, on Other Hand, Must
Give Good Values and Service
IN Order to Hold
His Trade.
(Copyright.)

His Trade.
(Copyright)
It has been said that there Is a
sucker born every minute. If this be
true, there are !, 1,44O potential custom
ers of the mail-order houses ushered
into the world every "a hours and the
number reaches a total Of 625, 900 every
year.
OF course, as Mark Twain remarked
regarding reports of his death, these
figures may be exaggerated, but they
serve to illustrate the fact that the
mail-order houses of the big cities al
ways have new fields to exploit ana
are not hampered in their dealings by
the necessity of pleasing all their old
customers. If the mail-order buyer
discovers that he has been "stung"
and registers a vigorous kick, 1t means
nothing in the young life of the mail
| order man. Why should he worry as
long as there are some 80 999, 800 other
persons in the United States to whom
he may make his alluring appeals.
Ever Get Money Back7
Did anyone ever hear of mail Or
der house refunding a customers
money il the customer was not satis-
!, fed with his purchase? Don't all speak
at once, please The big mail order
}, houses in the cities expect to receive
: large number of complaints from
: their customers. They know that
: much of the goods which they sell will
not come up to the expectations of the
: buyers, whose ideas as to what they
: will receive have been formulated from
e the pretty pictures and alluring de-
e scriptions given in the catalogues.
e The mail order houses prepare fol
Il this contingency by maintaining large
/, corps of clerks whose sole duty it Is
e to answer the letters Of irate Gus
Y. toners. These clerks, or correspond
e. ents, as they are called, exercise al
their powers of cajolery in an effor
to appease the complaining customers
Is but if this Is found to be impossible
II after an exchange of letters, the mai
'u order man has no cause for worry. hi
III living rs not dependent upon the Gus
le toner to whom he has already sol
ar goods. "There are as good fish in th
d sea as have ever been caught" and
turns his attention toward the landin
~ of the new fish.
~ Local MERCHANTS Field Limited.
= Compare the position of the mail OF
~ der man with that of the retail mel
"t chant in the small city or town. Th
:. retail merchant has a certain limite
1T territory from which he must draw hi
q trade. All his business must be dor
- !, day after day and year after yes
=" among the same people. The buyel
to whom he can appeal for bushes
ng number only a few thousand at tt
UT most and in some cases few hui
OF dred. Unless he can make his Gu
IN. toners his friends and bring the
In back to his store again, he cannot co
ne tinue in business. The result Is TIL
he he looks beyond the single sale whit
on he may be making at the time. 1t
em to his interest to please every one
lsk his customers. It will profit him not
lgf ing to make big profit Off custom
The on one sale If that customer is n
MT satisfied with his purchase and refus
'ay to come back to his store again.
If From which man can the buyer
sht pect to get the best values, the be
ces service and the best prices in propt
not ton to the quality Of the goods sol
hat From the man who must please n
lad and give him his moneys worth In
der to remain In business or from
man who figures that he may ne'
hear from the buyer again and that
you will make no great difference whetf
ous o he pleases him or not?
.m @ Gets II While He Can.
"a The idea upon which the mail orr
,,,,m man works is to get the money WI
w.. the getting is good. If the custom
~ is satisfied with the goods which ne
s~a so ceives, all well and good. The mail
~" der man knows that the customer
the kind Of q man or woman
'en likes to take a chance or he would
have sent in his order In the 4
oe place. Therefore he may figure t
the customer is likely to take sec'
oou chance even IL the first does not t
ues' out to his liking. If the customer
'lnu enough spirit to make a kick,
p'e trained correspondents In charge
the complaint department may be .
10 to pacify him. II they are not
your doesn't matter much anyway, for II
IL IL are millions of others who may
TOT caught with the same bait-thert
anu one born every minute, you know.
'ther 1t Is well for the consumer to
want member these facts. II he is
tempted to take chance on the o.
sight ings Of the mail order house.
home home merchant has something at 81
cture in every sale that he makes. The
ad a order man has nothing at stake.
post home merchant has everything
send stake on the manner in which he tr
'truc- his customers, for he cannot get OF
or to take their places. The mail
-"and man has nothing at stake for 1t
s for his interest to get all that he can
of each sale, knowing that he