San Antonio light. [volume] (San Antonio, Tex.) 1911-1993, 1926-01-31
MANN'S TALKS
! GREAT AID TO
| MERCHANTS
Retailers Taught Correct
Methods Of Buying
4 and Selling.
BY FRED P. MANN SR.
Merchandising Expert.

taller OF today Is IN my opinion, the
kecnest in the history of the retail
selling. There are many different rea-
sons for this strong competition exist
ing today.
7ized fact that there are a great many
more people engaged in the retail
business than necessary for the hand
ling of the retail business OF the
country. 1 believe this will hold good
in q great many jobbing and manu-
featuring lines as well, causing I'M
necessary and unusual large overhead
that makes it very difficult for tn
average retailer to obtain enough vol
ume to make his business profitable.
at the price he must sell his mer-
chandise, to compete with the many
other competitors he has besides his
local and nearby independent COM
petitor engaged il the same line o.
business. =,
Most important of these are the
mail order houses, which are con-
stantly growing stronger and doing q
continually increasing volume OF bust
ness, and il many cities are opening
retail stores, coming in direct compet''
ton with local retailers.
CHAIN STORES.
Second. the great chain store sys-
TENS, growing very rapidly and con
tinually covering the entire country
with their great buying power a1d
successfully organized system OF ad-
yertising and merchandising.
Third, one of the most annoying
methods of distribution that the re-
tail merchant has been called upon 70
face is the house-to-house canyasser OF
peddler. who il five years has IN,
creased his business from $50, 0OO,Vgo
10 over $500, 100000 in 1925. In
every CITY of the land both large and
small. these peddlers are continualiy
soliciting for almost every line OF mef-
chandise. In my home town, Devils
Lake. N. d., many peddlers are run
ming trucks throughout the country
neddline all kinds Of groceries ana
fresh fruits and buying farm produce.
PEDDLE HOSIERY.
Every one is familiar with the
house-to-house soliciting or seiilns Oh
silk hosiery, silk underwear, shoes,
etc. and the door-to-door clothns
eanyasser that takes the measure,
ments, under the pla7 OF 80 down ana
the balance upon receipt OIL the met
chandise. =,
Fourth. and lastly. the great. in
creased sale of merchandise, princi-
paliy luxury, on the deferred payment
nIan. now estimated to be over eight
billion dollars is one OF the. strongest.
competitors Of the retail merchants.
Under these conditions now exist
tnp the business of modern retailing
has become very difficult and scien-
tific business people in my opinion,
only those that can adapt themselves
In modern methods Of advertising and
selling and the right system OF buying
will be able to Withstand this klnd
Of competition.
Il have made a very close study OF
this problem during the past ten
ycars having served two years in the
domestic Distribution Department OIL
the National Chamber Of Commerce
and have studied Distribution over
the entire country, and L long ago
arrived at the conclusion that niue
pendent jobbers, manufacturers ana
retailers must link very closely 20
gether to work out plans LOT tnelr
united salvation. 1 believe this IS tne
right solution Of the problem now
facing the modern retailer OF today.
ADVERTISE CORRECTLY.
Tbe chain stores have succeeded
re their modern efficient method oil
merchandising consisting OF system
that works the same every day IN
every store. Advertising written by
experts, the best in the country, sales
plans laid out for every day OF tne
year, that positively must go over;
sales people trained in merchandising
and business methods.
We all know the mail-order houses
have succeeded through their contin-
nal solicitation. and the popular price
charged for their merchandise; the
peddler by his continual house to
house solicitation, and enthusiastic
salesmanship. >,
The deferred payment plan OF sell
ing many articles very attractiyely
advertised and offering nationally adj
yertised merchandise on very easy
payment plan, often induces the Gus
TONER TO over-buy and we find in
many instances customers who have
pledged their entire income on the
installment buying plan so that they
are unable to purchase their necessary
requirements and pay for same,
which deprives the average retailer
Of enormous volume of business.
GREATEST OBSTACLE.
In the Mann's Department Store
OF Devils Lake, North Dakota, doing
business of over 100000, we find
this one Of the greatest obstacles that
VIC have to overcome and it has caused
us more loss of business than any 9th
err one cause.
The jobber and manufacturer must
assist the retailer in overcoming these
different forms Of competition by fur
nishing him up-to-date methods of ad-
vertising and sales promotion plans.
instruction on how 10 arrange his
place of business, educate his sales
people. install efficient accounting sys-
tenn, and outline successfully n credit
business, or II necessary place the bus
mess on n spot cash basis.
The retailer in return must assist
the jobber and manufacturer in pro-
curing merchandise for the retailer so
that he can meet the prices Of all
thsss competitors, by combining ma
jority Of bis purchase to his local job
Der and manufacturer, who is willing
TO assist him in the conduct of his Ie'
tail business.
The retail merchant who attends the
conventions OF his state associations
and goes TO market at least twice a