The Ward County independent. [volume] (Minot, Ward County, N.D.) 1902-1965, 1922-05-18

Let us apply the principles of crea-
the forty-five tooth brushes that have
| been sold. or rather. on which the sale
not been killed NSw afaen
| has to make an'intelligent remark. since
tooth brushes are made in three degrees
stiffness n The s1erk has wan t. s say
medium or hard?" The customer nearly
always says medium because when any
know a the ID yney
always choose the one in the middle
IJlaughter) and then the salesman might
sayto the customer some this hr Ke THIS MS
E.may notice the bristles seem consider;
Sab!y sitter than those in your old brush.
fase and have given YOU stiff brush
f.instead of a medium. The reason for
l%ti1at is that each tiipe you use your
Eit, and rubbing it vigorously. you soften
I down the brstlcs, just as similar treat
ment softens the bristles of your beard
that brush will be just about. as good
for really cleaning your teeth as soft
wet rag; If you want clean teeth you o..
once and use them alternatively, giving
each brush a chance to dry out and
sliffen again. Right there you see
four tooth brushes instead of one which
would be bought if the customer were
left to the. dictates of his own CON
can be applied to anything
pe IS: M / ness the other DAY I used the
I>~,x hoo, rt~nf to-, =
It happened. one. man..in the audience
had come from a little town thirty
miles outside Of Des Moines. went
dress before the Advertising Club and
was the owner of the little haberdash-
suggested how to sell garters have
been trying that. and. do you know, l
have sold thirty-seven pairs Of garters
of four. thousand just by using that
suggestion" i said. How did you do
it," He said, II did just what you said.
Ithey may have come in simply to pass
the time Of day or to INQUIRE how the
the, acre did i think the corn would
run), but after had replied or given |
them what they, wanted. said to every
one of them (this was in the middle OF !
the summer), How about another pair
of .garters? Carriers get very badly soil
ed in this hot summer weather, don't
ti,ey?" and because of that suggestion
teri ii, il = iittis 5eeT two days Gon-i
sfder how most men wear Garts'rs Al
man win put on cc!.ssan pair Of socks
and attach tss garters to them. That |
nIgat e:is wife, or mother or some other |
and throws them into the laundry bas- |
ket. The garters are carefully removed |
from those soiled socks and placed on
the socks are changed again and again
the garters removed and SO on until l
will bet that every man in this room.
of xarters RoT e h naa Hsrd aush
teri Now that Will never happen again,
since have given you this suggestion
that it isn't just the right way to wear
new pair Of garters every two weeks
from now on. will you not, instead of
wearing them constantly as you may
Apply the same thing to shoes. II
have bought shoes all over the United
States of America and I don't think ]
me two pairs of shoes. Salesmanship
in most shoe stores. consists in trying
to sell you a: higher priced pair than
what the salesman ought to do is to
sell you two pairs of shoes and one pair
Of ventilated shoe trees and give you
some advice on how to wear shoes. be-
cause men wear them Just as they do
garters.a4 AtatheS be ginning tof the sum
mer, a man goes into a. store to get a
pair. of OxfOrds and as a general thing
he wears those OXfords day after day.
Now he didn't really buy shoes any
more than you bought tovercoats. What
we. buy when we get a pair Of shoes
IT, foot comfort and foot appearance, and
II we wear the same pair, continuously.
we soon lose both the things we paid
for -: The lining Of the shoes begins
to rot and crack and so we lose THE
comfort, and good appearance goes even
sooner. What the salesman ought to
suggest is that we buy two pairs of OK
f0rds. one black and one tan pair ESQ
that everyone may know that. we: have
two pairs Oaughter) and pair Of VEN
tilated shoe trees. Then he will sug-
day, then put the shoe trees in them
and give them a chance to dry out,
wearing the tan shoes in the meantime
and repeating the process so. that the
tan shoes also will have chance to dry
out. Then we may. retain the two
things we bought-foot comfort and foot
apprenticeship we will find also that
two pairs of Oxfords. worn in this way,
will last as long as three pairs worn
I have heard a merchant say For the
love Of heaven why should l urge the
sale of two pairs to be worn in such
q way that they will last as long as
three pairs?" The answer to that is
obvious. The manwho buys three pairs
wearing them in the ordinary way, does
so because he becomes mildly dissatis-
fed with each pair Of shoes he bought
Does man go back to get the second
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