Richmond times-dispatch. [volume] (Richmond, Va.) 1914-current, 1922-06-18

HpefiHi interest to HichmOnd mcrchau
and women In general.
JUST SOURCES OF
PHoFIT. SAYS ENPERT.
! What are the sources of profit 70.
the retail merchant and how many
are there
Professor Harold Whitehead. of
/ Hoston University. a, the recent
snort course for retailers given here
under the direction OF the University
! OF Tennessee. declared there al. ayc.
He named them:
!. The show window.
:. The printed advertisements.
;. The written letter.
!. The satisfied customer
>. The sales clerk.
Let US first consider the store
window. Whitehead explained.
Your window should contain what
YOU have 10 sell. This sounds Oh
vious bat how often we See jrrcls-
van; window displays Many pleas
ing looking windows arc splendid ex-
ampics Of misapplicd energy.
Unless your windows make pcople
stop, look and buy in Sufficient ouan-
ities so that the profit from YOUR
windows pays your rent; get after
your window trimmer.
IL Non have just an ordinary Kind
oil store and not one of those stores
where YOU take off your hat To the
hNtures as your feet sink into :he
heavy piled carpet while the young
acmigod in hushcd tones asks if he
may show YOU a $4,000 or a $4,000
diamond tiara. | say If YOU have lust
an ordinary store. selling regular
goods 10 people like you ana me, do
h,N f..A
price on goods on display.
Most of US are scared TO 20 into
A store and ask the price OF some
thing We are interested in for fear bv
chance II should be more than we
are willing TO pay. and We arc afraid
10 appear small in the eyes Of a Sl2-
a-weck clerk. Silly, but very human.
so price your goods. And do not nut
too much into the window at ono
time.
The second channel Of prof, is tho
printed advertisements cannot
emphasize too strongly the import
ance 10 the retail merchant of hav-
ing definite advertising appropri-
alton and OF keeping his name con-
tinually before the public in tho
daily press. II your appropriation is
small use small but continuous SPACE
=. l
does not jerk. To spend your advcr-
Using money in one grand and Glo-
rious splurge is about as useful as
Gillette To a Mexican hairless pun.
The third channel is the written
letter. and this makes splendid
partner TO lhe printed advertise
ment. 4 duplicating machine and a
typewriter are good Investments 10
the small merchant. Your newspa-
per advertising makes a general ap-
pea while your letters make a spe-
cihc one. Work up a good mailing
list and keep plugging away. sending
chem letters at regular intervals.
Every letter you send is a strand OF
interest between the store and the
customer one strand won't hold a
customer 10 the store, but get out
enough strands OF interest and YOU
nave cable strong enough to haul
the dollar ont Of the pockets of the
public.
The fourth channel is the salts
ned customer. y satisfied customer
- an unpaid hard working salesman
Tor the store. Turn all your GUS
toners into cx-oficio salespeople by
selling them goods at a right price.
Give smile and a pleasant Thank
YOU to every customer for good
measure and you get the best work
ing force that any store can have.
And the last channel is the sales
man. To what avail Is 1t to spend
thousands of dollars in advertising
10 bring customers into your store
II inefficient ignorant apologies for
saicspeopie spoil the good impress
sion made through the four channels
previously mentioned?
Train your salespeople to know
and sell your goods. Remind them
of the fact that customers arc the |
real boss; for il there are no custom
crs. there Is no profit. and il there |
~ no profit, there is no job. Just as
YOU spend money to keep your store |
"p TO date, so spend money on your
salespeople to keep them up to |
date
TELLS ROW no FIT
CHAIRS no CLERKS.
G!arins faults is the sitting nos
cure OF store employees are cmpha-
+ yea IN recent report by Or. Ar
'hhr -. Enmons. director of the Har-
N"rd Mercantile Health Bureau
Experience IN surveying the TWEEN
'H-nNc stores subscribing TO the IIar-
Nafd Mercantile health work" he
SAYS. SHOW the most rlarinr ex
Il hpies OF bad sitting posture in the
alteration rooms
In the main office. he saws MANY
sten"sraphers and clerks are found |
sittinE In adjustable chairs which arc
no, adjusted
He offers the following. rules for
hitting seating convcnicnccs IN the
worker:
The cardinal principle to be re-
inchbercd is to bend at the hips.
never at the waist
tlrst-Start with the height OF
"'sk casually thirty inchcs), or table.
Second - Subtract the sit,inr
heisht OF the individual from this
dcsk height TO determine the height
"t the workchair seat This may best
nc aone by trying the worker I'm
chairs OF different heights.
rhird-If the feet do not rest COM