Perth Amboy evening news., 1922-03-16

n You're advising me 10
nv store next door to my CLOS
Ger comnetitor?" Ralph Benson, pro-
nrictor OF the smart women's Pc
cialty shop, Indignantly Ellen
Young. Doctor of Sales. whose eA-
merit services he had hired to soIVe
some of his knotty business prop-
lens. Pardon me, l don't THINK l
understand you correctly, MISS
Young" 7
Eyes. you do. That's just what L
told you. 1t will be the most prone-
able move you ever made. IL you TO-
cate your women's apparel shop near
the big Barringer Department tore
that does the most successful wo-
mems clothing business in winston"
But they're my closest competi-
tors. 1 won't move right next door,
Then It's your own fault II your
store doesn't make money, MT. Ben
son." Ellen shrugged. I'm giving
you my best advice. Take thai store
alongside the big Barringer store.
That's where you'll make money.
Why didn't you ever know Ell
len Young leaned against the gray
enamel counter in the Benson SHOP,
that the closer stores are to COM
p~etitors, the more successful they
are? Here's the way it works; retail
competition helps. rather than hind
ers stores, because business is stfm-
ulated by adjoining competitors
But Barringer's is the biggest
store"
'Fine. The bigger it is. the better
for you. Don't you realize that of all
the women who shop in Winston and
who go to the Barringer store. there
is a certain percentage who cannot be
and who will not be satisfied by the
Barringer merchandise? They'll
come out of the big store. You're
next to it. You carry dresses. What
is more logical that that they visit
your store to see If perhaps you have
something in a dress or a suit that
Barringer's didn't have? You see,
there is a certain percentage of what
we call overflow business that big
stores do not get and which goes to
adjacent stores-that is how little
stores located near big ones make
their money"
"But Miss Young, are you sure? It
seems to me-"
"Of course, I'm sure, Mr.. Benson.
Just notice the success of, the two
little novelty, variety stores near that
big WoolwOrth Five and Ten Cent
store down the block. They get the
overflow business of that store.
Moreover, you have two five and ten
stores within a block of each
other. They are located near each
other deliberately, because n store
always lourishes best near another
in the same line. Don't you see that
the trade goes to an established store
like Barringer's-and there you have
your customers already brought to
your door? What could be more
You don't have to attract
them. The big store does that.
the way competition works.
The carer competitors are, the bet
ter for all. 1t stimulates trade"
Gee, I never thought of that, Miss
Young. I've often wondered how
three millinery stores on the same
block can get along"
Its the same principle. One
brings business to another. Did you
ever know. Mr.. Benson, that a GER
tain big department store in the
Middle West that had several small
stores clustered around it moved
away, and as a result two of the four
little stores that had been near it
failed shortly after the big store
moved? You see the little stores
depended for business on the pres
ence Of the big store"
Then I'm all right to move near
Barringer's. I guess on that principle
1 ought to make money"
"You will" Ellen Young spoke de-
AS Ellen Young stood waiting for
Mr.. Theodore Barringer, son of the
of the Barringer Department
Store, who had SEN for her to make
surveys, a dapper young man in a
bright purple tie approached.
Pardon me, Miss Young. / just.
heard that you're an expert in SELL
ing. I'd like to ask your advice.
Do you think there's much of a
chance in a store for a young man?
Some of my friends make fun Of me
for selling behind a counter. I'm in
the mems furnishing department. l
want to make good. but honest. l
know if I'm in the right work
moi. Do you think there's n
chance for me in this etore?"
(SOme extremely valuable advice
all statesmen and saleswOmen In.
tOmOrfOWS paIScr.J
Let Miss Leigh answer your BUSH
ness questions on selling, buying, adj
vertising, employment. Ask your
questions clearly and give all the
facts. Questions requiring technical
answers will be answered by mail.
Others will be replied to in this col
ANSWERS TO BUSINESS
QUESTIONS
1 am running a small infants wear
/ am quite inexperienced, as
this Is my first experience In storee
Yet 1 am a firm believer in
advertising, and want to do s0me.
thing novel like the big stores do.
Perhaps you can suggest some kind
Of selling stunt / could try to get wO.
to come to my storc-Mrs. e. +.
L.
Good! If you believe in advertising
you're on the right track. That's one
of the quickest ways of building a
business. Why don't you advertise
you will furnish a suggested lay
list to mothers and prospective