The Redwood gazette. [volume] (Redwood Falls, Minn.) 1873-1940, 1922-05-17

sell the customers holes and he Will have TO
buy an auger to make them The same tnmg
is true of everything that you and try to
sell. For example, let's take the case OF mems
overcoats. Perhaps you think you bought an
overcoat last fall? You didn't buy an overcoat.
What you bought was warmth, comfort, protec-
tion style, fit, appearance; you bought the func-
tions Of the overcoat. Every woman who buys
clothes buys style first and the other considera-
tions-she doesn't buy cloak or suit she buys
the function of the cloak suit to her. 1t is
always true that what we must sell is the use
to which the article is to be put To find that
use we must look at the article through the
eyes of the prospective customer and consider
what could the customer do with this article II
she or he bought it. That idea is nothing new,
of course: but [ sometimes feel that it anything
is new is probably isn't true, and II its true
certainly it will not be new Ramesis Ill said
that about 1000 years ago.
Business successful business-is based up
on the real goodwill of the cutomer. The I'm
tied States Supreme Court recently defined good
will as that which brings customers back to deal
again with the same house. Customers who
come back are the things upon which success IN
business is based. We must do business con-
stantly with the same people and their friends.
Years ago Ebert Hubbard used to say: We
must do business with our friends because our
enemies won't deal with u.s. In the same way we
must do business with people whose good will we
RETAIN because if we get i'll Will they don't nave
to- and won't buy from Emerson said: The
only way to have friend is to be one. You can
drop back further than that if you wish to lind
the motto of successful selling today: What
soever We would that men should do to you, do
even so unto them; for this is the law and the
prophets and Arthur Freeman Of New York sug-
gests that we may spell that last word, profits
at is fact that the good will of our custom
ers, which the success OF our business depends;
no less than the retaining of S. percent of
sales which might be and are not made as the
result of our advertising, rests in the hands OF
retail salespeople. What going to do
about it? What are we doing to realize that SIS
percent of cost sales? The answer must be
found in education. Realizing that the merchant
is not in a position to answer that problem Tor
himself, we have decided to put on cooperative
campaign for the training of retail salespeople.
We have prepared a short, simple, comprenen-
Isive retail in selling, SO cheap wouldn't
dare to mention the price to you, because you
might value the course by it's price. 1t is
practical course. 1t has been tested out IN many
cases and folund to add approximately 70 per
cent to the volume of sales of the salespeope
who took and applied the course. Anything of
this kind has got to be simple. The United
States Bureau of Education once stated that
about "a percent of all the people in the United
States never got beyond the fourth grade OF
grammar school. Think of that, who write ad-
vertising or who go out and sell, when you
build sales talks. 1t isn't what you put into
sales talk or into your advertising copy that
gets results; its what the customer takes out OF
it, And what the customer gets out OF your
copy doesn't depend upon your education put on
his. so if you put anything into the copy or
sales talk that is above the intelligence of the
fourth grade of grammar school, you are aiming
your weapons at only six percent of your pre-
tspects.
are interested in training clerks to become sales.
people, I assure you from the experience OF
hundreds of other retailers, that this short
course which the Associated Advertising clubs OF
the World have brought together and placed IN
the hands of their local Advertising clubs in
order ord to speed up business will accomplish the
result Today must speed up business, ana
it is function of an Advertising club to do that
very thing. Advertising clubs exist Tor tne
practical purpose of studying and applying to
that condition better business methods II you
are not now member, get in touch with the Of
fees of your local club and let them SHOW the
results and then work with you'