Perth Amboy evening news., 1922-03-24
ELLEN YOUNG
DOCTOR OF SALES
BY Ruth Leigh
Author Of 9Th Human Sid OF Re-
tail Selling" 1.-THE A B c OF Retail
ing" etc.

Nlr. ETHeSL LdilDeTt, pIopEietor VI
the Lambert Bazaar. "Of course,
about as usual, but in millinery,
! dress goods and furs-wel!. we have
to fight. really, to make every sale"
II know it," Ellen Young nodded
vigorously. Every line of business
| is finding the same thing true.
There's really no question Mr.. Lam
bert, that dealers today are finding
| conditions different from what they
i were in war-times. Before. it wasn't
so much d question of going after
business as it was of making sales.
Today stores find it necessary to sell
to get business"
"And, say, Ernest Lambert lean
4 ed against county. Expenses are
terrible. Why, take salaries they
are IL per cent of our sales. What's
the solution to the whole business,
Miss Young? What are the big sue
cessful stores doing?"
Just then Art Williams, proprie-
tor of one of the local shoe stores
entered, and Ellen Young address,
ed the two merchants:
"As l see it," she began. retail
ers today are forced to do n of
two things to save their stores
Either they must increase their vol
ume of sales, to keep up with the
increase in costs Of doing business,
or they must cut down their eX-
penses. and try to do about the same
volume of business. With costs up
where they are, almost every retail
err admits that he must do one thing
or the other to keep from going to
the wall"
you said it." agreed Ernie Lam
bert.
you're right declared Arthur
Williams. II was trying to ex-
plain that to my son Joe this morn
ing when we were talking over con-
ditions. We felt hat it would be
safer for us, at this time, to see II
we couldn't increase our volume OF
J business. But then, Joe asked
"how"-and I'll be darned if I know
L mean aside from extra advertising
which, l think, will help h.
Here's an idea, Mr.. Williams,
began Ellen Young. why don't
you start all your statesmen making
suggestion sales, trying to make two
sales where they made one before
Now. with every sale OF shoes Ioi
example, why not get them to sug.
gest polish? With every sale o.
pumps, why not a sale Of gaiters'
And SO on" -,
"Of course, that's not new-stil
il we pushed it"
mo. it's not new. But it has ths
most amazing sales possibilities In tn
world. Suppose, for example, your
sales a day were SIS. Now suppose
lby suggestion of extras, your mel
were able to raise this to $50 ri
800 a day. Would it pay or would
MT it?" ,
"If you werez.ra Dh-!-nthe't'
eff l were you-or any merchant
Ellen Young declared, Il would Sc
llect one article and make a special
lout of it. 1 would concentrate OF
selling that by suggestion. Hav'
every salesman, after he makes
regular sale, suggest that one item
and concentrate on a different on
3 each week. Offer a prize to. the sales
man who makes the most sales of thi
one article, simply by suggestion
why, I know a store in the Middl
West that increased it's business /
: per cent in a week by doing thai
And every little bit helps. But, dom
have your salespeople say after ever,
sale:'I there anything eslse?' becaus
a customer will say no. Have eacl
salesman, instead of asking a ques
) ton, bring out the article by saying
Here's a little special pair of gaiter
that we are selling for Sand the,
: proceed to talk up hat article. 70
will be astounded at the number G
extra pairs of CATERS o will Sc.
as a result
my but it's a job to get people i
d Offices to work hard today. isn't i
Miss Young?" said Walter Hamilton
a successful manufacturer of hard
Y ware. 1--WE have a staff of thirty pee
|ple in u office, including stenoe
lraphers, b~ookkeepers, clerks, billel
and office boys, yet they're alway
Having to work NIGHTS to catch up,
Thirty people in your small Office
It Not really!" Ellen Young was az
founded. "Well, I should say that it
labout fifteen too many. 1 think fl
% teen could do all your work in til
daytime, without working evening
. too."
" well, If you can tell me how, L
~ pay you a good sum, challenged Wa
tier Hamilton.
Tomorrow-Ellen Young sugges
ISOluo SdAuuUlC linus sOA UuSiAACSS gu
a office economies.
le Let Miss Leigh answer your bus
ness questions on buying, selling. az
lvertising, employment ,etc. Ask you
Questions clearly and give all Il
,e facts. Questions requiring technic
es ANSWERS wills be replied to by ma.
|Others will be answered in tn
lcolumn. =
Business Questions Answered.
- What is the average overhead e
lpenses in a department store toda.
lAre department tor costs al
,..higher on the whole than the COS
S of small specially stores?
INQUIRER.
= From the latest investigation cor
Nlpleted the early part of 1922 by o.
of the leading universities in coo
Iteration with a large retail dry goo
association, the cost of doing busine
lin the average department store I
day-(the average being taken fro