Evening journal., 1922-03-10
SPRING DRIVE
PLANNED BY
MERCHANTS

i1NHAAuutu r TOM FlINI IAEtsl
merchants who had heard his words
His arguments formed something OF
a complement to lively speech by
Professor Clyde Jackson. special lee
turer on retail and whole selling at
Beacom's Business College. delivered
at the very outset OF the meeting.
specks for Sales Force.
Professor jackson spoke on Goods
That Won't Come Back to custo-
mers That Will"
Goodwill IS the most valuable
thing that tho retailer possessesi II
Is the only part OF his whole estab-
lishment that Is really enduring
Fire and flood and tornado and dis
aster may wipe out his plant but
the goodwill OF his customers re-
mains. and he has Arm founda-
ton on which TO build a new busi-
ness. n that becomes necessary.
when I come TO your store TO
buy goods. there are number or
thingr that I want. want the
hest possible value for my money
want to feel that ! am dealing
with a house that will treat me raid
and that will not musrepresenti l
want service from the house from
which I buy: ] want to be allowed 10
use my own Judgment; and want
"a feel satisfied with my purchase
after l have paid you my money
whether or not 1 get all these
things from your store depends IN
large measure. on your sales force.
DO they really represent your Ideals
and ideas. in the highest sense OF
the word? Do they handle the
customers who come 10 your store.
I'm the same courteous and helpful
wav that YOU would? Are they
building goodwill?
Now that the war is over the
retail proprietor must give definite
attention to the training Of his sales
force so that they can produce the
hest results. Goods must be sofa
now. instead Of simply being deliv-
cred. There Is too much negative
selling. too much poor English, too
much lack OF force and personality
aehind the counters in many stores.
III honest goods are sold, at
right prices. by a trained sales
force the retailer IS developing a
permanent trade in the right way
by Selling Goods That Won't Come
Back To Customers That Will" "
One firm In this country, con-
tinued Professor Jackson. had re-
Gently been offered S5.000,0oO for its
good will. Too many times. he said.
a retailer forgot to give attention TO
his old customer In his endeaVor 10
gain new ones. An old customer. as
we'll as new. expects service ana is
entitled TO It.
Action on Notorious.
Horace 2. Warrington, chairman
OF the section. who presided, sub
mitted a design for a Mercantile
Section emblem. This consists or
the title Member OF Chamber OF
Commerce." with a globe. contain
ing an outline map OF the state and
the words wilmington, Delaware
beneath.
CAPTAIN c. NJ. Dillon, secretary or
the Mercantile Section explained the
terms OF the new ordinance adopted
by City Council prohibiting mislead-
ing or fraudulent sales or their ad-
vertisement. He announced that Il
was the intention OF the vigilance
committee" OF the section 10 take
immediate action 10 put the ordl-
nance into effect.
Chairman Warrington said that
experience had shown that there
was nothing that did more to ad-
vance the honest mercantile trade
OF a city than the prevention OF dis
honest and fraudulent merchants
Mr.. Warrington also brought up
the motorbus question declaring
that the only interest the Mercan-
tile Section had in II lay in getting
the people of the suburban and out
living. or rural sections, into the
city"
The Street and Sewer department,
he said. so far as could be learned,
had no disposition 20 interfere with
the point OF contact already es-
tabllshed between rural Delaware
and the city"
Theodore Grant moved that the
notorious question should be re-
ferred to the Board Of Directors OF
the. entire Chamber Of Commerce,
with recommendation that the
board support the stand taken by
the Mercantile Section.
A lengthy discussion ensued in
which Mr.. Souder. who is a mem
her Of the board OF directors. said
that the board. az a meeting yester-
day afternoon. had considered the
subject carefully and had reached
a conclusion that il was one which
should not be decided hastily.
George Gewehr urged that the
Mercantile Section act for itself.
Mr.. Grants motion finally was car
ried.
Suburban shopping Days
c n a r m a n Warrington next
brought up tie question of the Sub
urban Shopping Days. which will be
held on Monday. Tuesday and
Wednesday. March 20. 21 and %.
on vote. the choice Of the manag-
ing committee was endorsed.
Chairman Warrington announced
that the Wilmington and Phnadel-
phia Traction Company, also sew
eral OF the bus lines. Tad agreed 70
carry advertising posters I'm their
cars and vehicles The traction
company. Il was stated. had carried
such advertising from the inception
Of the Dollar Days and Suburban
shopping Days entirely free of
charge
Suggestion was made that the