The Lakeland evening telegram. (Lakeland, Fla.) 1911-1922, 1922-05-31
As Others See 1t
PASSING THOUGHTS ON PSYCHOLOGY
OF TRADE
Jacksonville aletropolis.)

Jacksonville Metropolis)
Il has been said man can be best judged by
his small characteristics and there is a great
deal Of truth in it. In the smaller things We re-
veal ourselves, oftentmes unconsciously but for
chilly ana lastingiy, for the individual of guard
is inclined to forge. pretenses and be himsell
whatever that happens to be.
What is true OF individuals is also true Of bust
nesses. The business that is remembered by the
individuals who in charge of its affairs pos
sess an invaluable asset.
The public likes the human touch, to be called
by it's name and slapped on the back occasionally
But the public is always guard lest this human
touch be carried TO the extreme of bombasticism,
which makes it decidedly opprobrious One
be pleasant and cause the spirit OF congenialty
to be remembered rather than noticed. Too many
businesses that try to inject personality into their
relations with the public lay it thick that
it is repulsiye.
1t is difficult to explain the process by which
estimates OF businesses are formed; indeed, the
field affords ample room for unlimited obserya-
ton by capable psychologists
There is nothing more fascinating than the
psychology of trade.
A short time ago the writer entered Il Jackson
vile clothing store and asked to be shown a suit.
The clerk exceedingly polite. Right this way,
friend he said. 4 few minutes later he said:
This suit looks good on you, friend" Then,
again: How do you like the color OF this one,
friend?" That word friend" was emphasized
and for some inexplicabe reason its use irritated
rather than created the impression of sincere
Griendliness. Explain it We cannot. But it is a
fact that the clerk did not make Il friend for the
business employing him by his indscriminate use
of the word friend although he very cour-
te0us and accommodating.
We know Of young man who refuses to buy
cigarettes at a certain tobacco establishment be-
cause, he says, the clerk rings up the cash be-
fore handing over tine cigarettes. When | place
my money on the counter he argues, Il have
shown the good faith in my purchase and after
that | want serrioe."
Thank you" is worth real money 10 those who
use it properly at the proper time.
Come again is nos half effective as the
simple "Goodbye.'
How do you do places a customer in much
more comfortable state OF mind than is Jkere
something you want?"
In the absence Of name "ar" or madam
are preferable forms Of address. But there must
not be too much dignity in the expression. This
unnecessarily establishes the fact the customer
Is a stranger And the average customer likes
to feel at home, at least that he is welcome.
When a person enters establishment and is
called by his name the natural vanity in him is
pleased all normal human beings like to be re-
membered. Over-use Of names, however has The
effect OF stressing the salesman's desire to i'm
press you with the thought he is to be commended
for knowing your name out of multitude of
other names. This rubs the customers pride
the wrong way.
The objectionable crime in craftsmanship is to
desert one customer for another The deserted
customer never forgets.
Have you an account here?" sounds too com
mercalzed. To you wish to pay cash for this
purchaser" serves the identical purpose just as
well and leaves the customer under the impress
sion he might have charged it il he wanted to.
And all of us like to think we opsn
count anywhere choose 1t is 4 recomnenda-
ton of cur honesty to ourselves.
Attention could be called here to numerous
other small details, but it is unnecessary; enough
has been said to suggest the thought of ind
viduality to those who are interested in it,