Perth Amboy evening news., 1922-03-28
ELLEN YOUNG
DOCTOR OF SALES
BY Ruth Leigh
Author of "The Human Side Of Re-
tall Selling" "The A 3 C of Retail
ing" etc

oCAiihe SOouS VI uCailuS Will
customers Is like casting your bread
upon the waters remarked Ellen
Young. Doctor Of Sales, to "a group
of young s~alespeople of the Bar
ringer Department Store one morn
ing. You never snow how much
VIII come back t. YOU. | vas once
standing in a New York department
store when / heard a oma at the
georgette crepe ounter insisting
that she be waited en- by a partic-
uIar young salesman lie was so
NICE she kept saying, when l ask
ed him for a sample and he took so
much trouble to give it to me that l
want to order my twenty-nine yards
OF yellow georgetfe from him."
Several salespepple in the group
smiled. Apparently, a remark of this
kind was not entirely unfamiliar Il
them.
1T pays to take trouble with peo-
pie, whether they are going to buy
or not" Miss Young commented.
But Miss Young" objected a
stout, red-faeed young woman, lin
our department, leather goods, they
come and stand Tor almost an hour
looking at handbags and then they
walk away without ven a thank
| you. after we've shown them every
thing we have"
II know it," Ellen nodded. "Pll
admit many people are exasperat-
ing, but you must remember this.
You are not behind the counter ex-
clusively for the purpose of selling
goods. You are there to give SER
| vice to customers ms we'll, and this
is just one form of sp~ecialsservice.
You are there to show, to demon
strate and to explain your goods
as well as to sell. Remember this:
the locker of today is the customer
Of tomorrow. You never know, as
in the case of this young New York
salesman who so willingly gave his
customer a sample of georgette
crepe, when that person will come
back to buy, DR. when a customer
who has examined your goods for
an hour will finally decide to make
the break"
Now, Miss Young" interrupted
a slender, white faced young sales
woman in a timid voice. Lots of
customers walk up to my neckwear
counter and Just stand there look
ing. l never know il they're going
to buy or if they r Q just passing."
"You must approach these people.
whether or not they are CUSTOMERS
Ellen Young explained. perhaps
you will say, rs there something l
may show your Suppose the us
toner says she is just looking
around. In that case, you should
assure her that you are glad to have
her do So"
II once had a customer" put in q
dark-eyed young saleswoman," who
told me she was only LOOKING al
gloves. 1 got her talking about
gloves, but she kept saying that she
wasn't going to buy. Just in the
conversation brougt out a lew
pairs. She got so interested. and al
though she insisted that she hadn't
come to buy, she finally selected a
pair of $3.50 gloves"
Ellen Young nodded triumphant
ly. you sect pays to euitiyate
the locker. You lever know when
She will turn into a customer. More
over" Miss Young added, "a great
many people say they are Just look
ing around for their own. protec-
ton. They want 70 be let alone un.
them. They don't want to be sold
or explained to-. Such people are
after all, potential customers. You
must remember this; all people in q
store, whether or not they come 70
buy, are possible buyers. That's why
it pays to cultivate the GOODWIN OF
every one" 49,
Then you think it's wise to take
time from selling just to show goods
to a customer who says she is not
going to buy? a young man
to buy?" a young man asked.
II don't mean that it's pays t6
r, neglect customers who van to buy
because certainly a customer TO-DAY
is worth two tomorrow. It's the
Immediate sale that counts anyhow,
Young answered. But l do say
that it pays to be attentive to on
lockers as we'll as customers, par
ticularly If there are no tmmedlate
customers awaiting to be erved III
any event, courtesy and politeness
to people who look at your mer'
chandise never goes amiss. jus
} cast some on the waters and see
Around noon time, Ellen Yount
met the dark-eyed young saleswom'
, an who had been in that group sht
addressed during the Hlorning. TIT
young woman was breathless.
"Graeious, Mr.. Conklin will have
a fit. I'm twenty minutes past my
lunch time already" Then, with 3
laugh. II should worry. wori
. hard enough anyhow, but Conklin's
so cranky when we're late"
d Ellen Young walked away
thoughtfully. She thought of some
thing that would interest these PEG
pie tomorrow.
You wouldn't think of stealing
would you? Yet, In tOm0rr0w's pa
per, Ellen Young talks ab0ut things
we steal every day. Sex II yoa'f'
guilty"
Let Miss Leigh answer your pusi
ness questions on selling, buying, ad
yertising, employment, etc.. ASH
, Your questions clearly and give al
the facts. Questions requiring teen
| meal will be sent by mail
Others will be answered in this col
umn.
Business Questions Answered
Do you think that it pays for
shoe store to put in a line of no
, siery? 1 notice that several big city
stores do it, but / don't know II, II
. a small Iowa town, IT would pay
me. / would like to have your opin'
ion. SHOE MERCfiANi,
>. Personally, I have always believed
! that a shoe merchant was the mos
logical one to sell hosiery. don
advocate your putting in a big I'm
al the start; you can't nave all tn
styles, numbers and coiors, put Ger
tainly, you have what is called mrs
crack at a customer who has jus
bought shoes, and you should be tn
logical one to sell her hosiery. !
YOUR store is small. you will do wei