Perth Amboy evening news., 1922-05-13
ELLEN YOUNG
DOCTOR of SALES
BY Ruth Leigh
Author OF The Human side Of Re-
tail Selling" The A 3 C Of Retail
Ing" etc

Addressing a group Of salespeople
of the McLane department store. FL
len Young inquired:
How many of you appeal to the
senses of your customers when you
seil?"
Two timid hands were raised. the
rest of the group looked puzzled.
OF course, you know" pointed
} out Ellen Young, Doctor of Sales,
, that every human being mas five
senses which serve as little doors to
human will power-seeing, tasting,
touching, hearing and smelling.
Through these little doors we get
u impressions to the brain. Now
by opening these little doors of brain
impressions in a customers mind.
frequently, during a sale. you make
selling easier. Suppose you are SELL
ing a oma taffeta for a dress. Let
her feel the quality. This opens the
little brain door through her sense
of ouch. suppose you show her
that taffeta in a poor light. You are
not using the brain door route. via
her senses of sight. If. however, you
exhibit taffeta in "a good light,
what happens? She gets a second
positive impression by means of the
n Of sight. Then suppose, dur
ing the sale you rustic the taffeta SO
that she hears a pleasant swish of
the silky material. You have appeal
ed to her third sense. her sense of
hearing. You see, therefore, now by
appealing to three senses you give
your customer three positive impress
sions."N
But you can't always appeal to
all those senses, in every case" OBJ
jected a young saleswoman. NOW,
in housefurnishings, for instance"
mo. the use OF the senses in SELL
ing depends entirely on your mer-
~chandise. There is n sense in
salesmanship, however. that few
salespeople make use of enough. and
that is. the sense of touch"
Just what / always tell my peo-
pie" interrupted the store superin-
tendent. II always say. Let the GUS
toner handle the goods"
People like to touch everything.
Did you ever notice how. in shop
ping. a woman will hold out her
hand and say: Let me see,' when
she really means, because she is
holding out her hand: Let me feel.
Just notice how many women take
off their gloves when they 70 to buy
anything"
Eyes. that's right" interrupted
the young housefurnishing sales wo-
man, eargerly. II noticed yesterday. |
in selling a woman a small portable
oven, tidt sne LUX OIL ner grove 10
feel 1t. Yet / suppose the feel of
an oven doesn't make much differ
ence in the quality"
That's a good observation
agreed Ellen Young. Goods that
you may think can make only one
or two appeals often with study. can
be made to make more, the swish of
silk. the sounding of a kettle or a
pot--an ear appeal: q Whit or per-
49, - z~.n~ xy 1
ors in soft shaded lights then in
bright daylights-two distinct APP
peals to the eye."
At this point Superintendent Sec
o rose. IF every saleswoman in
this room will examine her merchan-
disc thoroughly when she goes back
to her department and will try to
find out what new appeals to the
senses of her customer she can
row morning and each indi-
vidual will tell Miss Young just what
sense appeals h used in selling
that merchandise"
Visiting some riends that ave-
ming. Ellen Young was introduced
to a young oma of about eighteen,
! who later confessed that she had
tried that day to get her first job. y
did you get it?" asked Ellen
oit l
'Oh, the mar said he'd let me
know. l guess 1 won't" in a dis
couraged tone. II get so nervous
when l go interview a man."
II you are one Of those persons
who ''get nervOus'' when applying
for q position, read tOmOrrow's talk.
Business Questions Answered
Are many manufacturers today
using motion picture slides as an
advertising medium?
Advertising slides are not as popu-
lar today as they were several years
ago.. They are still used, however,
especially in small towns. A great
many motion picture houses have
made a ruling against the use of mo-
ton picture slides for advertising
purposes, although in the average
town there are still M or more
theatres in which advertising space
on slides can be procured. A great
many manufactures furnish the re-
taller with free slides bearing the
dealers imprint, and because of the
skill and expense in preparing these
such slides are often very profitable
and attractive. OF course a great
many retailers prepare their own
slides for local advertising in NOV
ing pictures. and to do this with on
siderable success.
Copyright, 1922. by Public Ledger