The Caldwell tribune. [volume] (Caldwell, Idaho Territory [Idaho]) 1883-1928, 1922-03-28
Know They Must Face the Music
It Their Customers Are
0ispIeased.
MEET PATRONS FACE TO FACE
Mall Order Men Prefer to Sell at Lono
Distance Rather Than Deal
With People In Their
Own Cltlea
(Copyright.)


who orders goods from mail orde
house is that there are many thing
that he wants that the local mer
chants do not carry in stock, and tina
1t Is necessary for him to send ava,
from town to get them.
This explanation may be all RICH
on the theory that a poor excuse |.
better than none, but 1t fails to pas.
muster when 1t Is subjected to a Lit
tie scrutiny.
Ask the man who offers this as ar
excuse for his dealings with the mai
order man why he does not go to the
local merchant and ask him to orde,
the articles desired IL they are not te
be found In the merchants stock. The
merchant will very gladly do this, and
the merchant and customer will both
profit. The merchant can sell you
whatever you desire at as low a price
as the mail order house can make you
on goods the same quality and he can
make small profit.
The customer will profit from the
transaction, because he will be deal
Ing with merchant who stands back
OF the goods that he sells, and who
Is easily accessible in case the arti-
cles purchased do not prove to be
all that the customer had expected.
Give Home Merchant Preference.
Why not try this plan the next time
you need something which you can
not find In any Of your home stores :?
The merchant in the average sized
town cannot carry In stock everything
that all of the people in his town may
want at all times. 1t would REQUIRE
a capital many times larger than the
average merchant can command to do
this, but he does the best he can.
He ordinarily does carry in stock at
all times many things for which there
Is no general demand in order that he
may meet the needs Of his customers
to the greatest possible degree, but
there Is limit to his purchasing abil-
lty. He is always ready and willing,
however, to make every effort to meet
the demands of the community. Why
not then, give him the preference over
the far-distant mail order man If YOU
must have something which is not to
be found in the local stores? He
will do the business In satisfactory
manner, give you as quick if not quick
or service and more satisfactory treat
ment, and the chances are that
he Will give you better values for the
money. Finally, whatever profit is to
be made off the transaction will stay
1T home and do its bit toward making
he merchant and his town and, incl
ientally, yourself, more prosperous.
No business can be transacted as
satisfactorily at long range as it can
when the two parties to the transac-
ion meet face to face. The only ex-
,eption to this rule is in the case of
he mail order man himself, who can
transact his business with greater sue
less to himself at long distance than
he could If he had to meet his Gus
omers face to face. That Is the reason |
hat he does business by mail instead
If selling to the people In his own
ity. If the goods which the mail or |
Ter man advertises in his alluring cat
llogues were the bargains that he rep
'esents them to be, he would not have
% go outside Of the confines of his
'wn city to sell all the goods he could
possibly obtain. But the average mail
rider house not only does not make
my effort to sell goods In Its own city,
tut will not sell to anyone residing
within the city limits. The mail order
nan does not want to meet his GUS
omers face to face. He can do bust
less better so far as he Is concerned IL
lis customer is some hundreds Of miles
way from his Office.
Does Business In Open.
The man who sells goods over the
counter, on the other hand, does bust
less In the open. He cannot hide be-
lind corporate name or talk to dis
'ieased customer from behind the
ocked doors of a private office. He
'nows that he must face the music In
ase he is party to any transaction
hat won't stand the light of day. He
,nows that he must satisfy every Gus
omer with whom he may be dealing
r he will lose not only that customer
ut probably others who will soon
now all the facts If he does not do the
quare thing by any one of his
atrons.
There is no reason in the world for
ny person to send his money to
lail order house because he cannot
nd the article he wants in his local
tore. The local merchant is m bust
ess for the very purpose of getting i,
Oh what you want. He has the infor
alton that will enable him to gel
hat you want and to get it as quick
as you could get 1t from a mail or
n house. 1t is only fair to him to !
We him the chance to make such i,
oft as any dealer would make of the !
ansaction and 1t is only fair to your.
II to keep that profit at home rather
an to send it away to some far dis
ut city from which 1t will never re-