The Washington times., 1923-02-21
WAGNER I TELLS
HOW To MAKE
SALES
Ad Men at Luncheon Hear How
Peoples Drug Stores OBJ
tain Results.

Discourteous clerks and short
sighted executives were equally be
labored by William III. Wagner, adj
vertising manager of the Peoples
Drug Stores, in addressing the
weekly luncheon meeting of the
Washington Advertising Club, in
the City Club, today.
Wagner led a heavy verbal of,
fensive against stores which adver.
tise courtesy and cheerfulness but
fail to shake the clerks from their
"frigid atmosphere"
He scored also the unfeeling
clerks in establishments which offer
refunds for unsatisfactory goods.
He took up an instance of a suit
of clothes that ripped and tore
and shrunk and fell to pieces with
about two weeks of moderate year"
Scurry to Cover.
LAS we enter the front door with
the large suit box under our arm, /"
said Wagner, "our purpose is APP
parently broadcasted in some tele.
pathic manner to all clerks present
and there is a general scurrying
for cover; because they know we
are not coming to buy, but bring
ing back"
He pictured the long but success.
full search for the salesman, and
the wrangle over the refund.
Admitting that the incidents men.
toned were overdrawn, Wagner
paid tribute to local stores which
uphold their money.back slogan to
the letter. and he figuratively doff-
ed his hat to real sales people in
local establishments.
EJa odUy{Snd fha .al,.E v,aavabn.
in touch with the sales forces and
to encourage them and educate them
so that there will be no discrep-
ancies between sales methods and
Wagner held up as an
example the successful contact made
by the heads Of the Peoples Drug
Stores with their sales people, es-
pecially during the Garden Court
'ClOse Up Gap"
IF you and your executive per-
sonnet are a thousand miles apart
from your sales force, close the dis
lance at once and come down to
earth with them" said Wagner.
LET them know you're human be-
ings, and that they are the most i'm.
portant group in your business life.
Take them into your confidence. 1t
won't be long until they think you
and their store are the best on
earth-and that thought will be re-
Elected in their attitude toward
their customers. Sales people have
an interest in the store that extends
beyond the pay envelope; other
wise, they become mere automatonS
or vending machines"
He urged the establishment of
sales meetings, during which Off
GERS and the sales force can talk
over the store problems, such as
sales contests, the choice of news
paper advertising, handling of
goods and so on. He concluded:
IAN these things must be dis
cussed at sales meeting at which
the head of the firm must be
present and take personal in
terest. Sales bulletins don't go;
orders from the president don't go;
commands don't go; you nor /
never saw a salesman made
through a correspondence school.
CAN the advertising that John D.
Rockefeller could pay for is not as
valuable to you as the whole
hearted interest, enthusiasm and
you can get the latter.
Advertising of the most ag-
gressive type without enthusiastic
sales force cooperation will pro.
duce only minimum results.
Advertising of the most ag-
gressive type with enthusiastic
sales force cooperation will knock
the stuffing out of your best
records.
Next time you send out an in
vitation to customers to visit your
store be sure your receiving line
is ready"