Perth Amboy evening news., 1922-04-06
ELLEN YOUNG
DOCTOR OF SALES
BY Ruth Leigh
Author of The Human side Of Re-
tail Selling" THE A B c of RETAIL
Ing" ETC.

zone of the hardest points in any
kind of salesmanship," Ellen Young
agreed with the little group of store
~salespeople with whom she was talk
ing, lis meeting competition. Sup
pose a customer says to you, oh, I
saw the same shirt down the street
for a dollar less" or why, Smith
Company are two dollars a dozen
lower on their prices for the same
line"
The salespeople NODDED: this was
an extremely familiar problem.
II never know what to say put
in one young salesman.
There's one thing to do first of
ALL" pointed out Ellen Young. That
is to agree Don't contradict. That's
an unbreakable rule. Even If you
know the customer is wrong, don't
reflect on her powers of observation
or judgment by indicating that she
has made a mistake"
But when she mentions the other
store. Miss Young"
above all, don't knock it. Listen
to this point, people. Never, under
any circumstance, in selling, knock a
competitor. Every time you knock
him you give him a free advertise
ment. Moreover, every knock is a
DOOSt. n CuctOitCI may tIilliht IL
you knock, Well, perhaps I'd better
look at that other stores goods again
to make sure"
what do you do then ?" asked one
young salesman. frowning.
First OF all, IL q customer says to
you, oh, Smiths sell this same shirt
for a dollar less agree, II necessary,
that Smiths merchandise is all
right. 1t never hurts to acknowl-
edge your competitor. Don't you see
the confidence in your own goods
that it indicates to have you ac-
knowledge this other concern? The
customer thinks. Well, he must be
| pretty sure of his " goods, If he's
| willing to acknowledge that Smiths
| goods are all right She Immediate
ly feels confidence in your goods,
too"
But suppose she insists. I mean
! sometimes a customer will say, L
! think I know what I saw, I saw
exactly the same article for a dollar
| less"
IT have know statesmen to make a
| sale under just such circumstances
by saying, We'll. madam, you are
| probably right, but I think If you
will examine this shirt closely. or
| buy 1t subject to exchange, and then
go down to compare it with what
| you thought vas the same at Smiths
| you will Immediately notice the SUI
perior material in our shirts You
| see," Ellen Young explained, "again
| you instill confidence in a customer
by your willingness to have her COM
pare the goods"
Sometimes one expert young
salesman suggested. Il bring out a
cheaper line, il the customer says
that she saw a shirt or something
| for a dollar less. Then I say, Mad
| anne, here is a shirt we carry for a
| dollar less. Perhaps 1t was this
| quality that has confused you. I can
| give you this article as a lower price,
| too, but you will see the difference
in the materials by comparing the
two lines"
Ellen Young agreed that this was
excellent craftsmanship. you see,"
she pointed out in reference to this
salesman's method, you give the
customer the advantage of the COM
parison of two different qualities.
There is no shorter, quicker. or easier
way to sell. Goods practically
sell themselves when you let a Gus
toner compare two qualities, be-
cause she can't help but observe the
| results in her buying the more ex-
pensive article. 1t is usually a good
policy to let a customer see a price
assortment, when you are showing
your goods"
But the point is not to knock an
other store, ehg"
Exactly. Remember every knock
you give a competitor is a free ad-
vertisement."
walking along Fifth avenue one
afternoon. Ellen Young met Kit
Daniman. proprietor Of q women's
ready-to-wear store in an Ohio city.
Eyes, I'm here on a buying trip,
but so far I haven't bought much,
because I'm trying to get an idea of
prices before / order. Gee, but 1t
takes a mighty long time. don't
want to buy hastily, but 1t seems
like an awful waste of time, just
walking in and out OF showrooms to
see what the manufacturers are
showing and what prices they're
asking"
at should Ray 1t is a waste of time.
Stop in my Office tomorrow, Mr..
Daniman. Perhaps you'd like to talk
over this business of getting posted
before you buy. l happen to have
some valuable information on how
to do this. It's worth money be-
cause you'll save so much valuable
time-to say nothing Of hotel bills
if you follow it,"
Tomorrow Ellen Young win give
some pointers on buying that will be
valuable to any n who has occasion
too purchase goods.
Let Miss Leigh answer your busi-
ness questions on buying. selling. ad-
vertising, employment, etc. ASK
your questions clearly and give all
the facts. Questions requiring tech
meal nsuer will be replied to by
mail. Enclose stamped addressed
envelope.) Others will be answered
in this colmun.
Business Questions Answered
In remodeling a store. do you be-
lieve in having the fixtures high so