The Western news. [volume] (Libby, Mont.) 1933-current, 1933-09-14
ROADSIDE
MARKETING
SALESMANSHIP
By T J. Delohery

market as 1t Is In any other business.
The old idea that consumers will buy
fresh, quality farm products because
of the products alone is a fallacy.
And the observation-disclosures
else-wilr' attitude has ruined many an
otherwise good opportunity to sell
direct.
A Michigan fruit grower learned
this to his sorrow. In three years of
hard work he built up his roadside
market business to where 1t aver
aged $500 q month for the 90-day sea-
son. Illness compelled him to hire
salesman and when the income was
totaled, he found his business had
fallen to $500.
He learned the reason the following
year from old customers who stopped
at the market when they saw him be-
hind the counter. Poor craftsmanship.
His representative never attempted to
explain anything to customers II they
questioned values: never anticipated
their wants nor made suggestions, all
of which have tendency to sell both
the @house" and Its products.
Competition is so keen nowadays
that the roadside salesman must do
more than wait on people" He must
know the varieties of fruits. vegeta-
bles and other products. quality, and
to what uses they are best suited.
This is especially true of apples and
other fruits.
Fres Randall, apple grower of
Ames, Iowa, took over an old fruit
nursery that had large variety OF
apples, but until his wife cooked an
apple of each variety to find which
was best for cooking and eating RAN
dau, who majored In live stock at col
lege, made all sorts OF mistakes and
had quite a time with housewives who
purchased cooking for eating apples
on his recommendation.
Service at roadside or farm mar
ket differs considerably from that
rendered In city shops. where deliv-
cries are made and orders can be
given by phone. About AZ per cent
OF the waystde customers, SO BUR
! vey indicates, make purchases with
out getting out of their cars This
practice might be taken as an lndica-
tIon OF laziness. but even so, the smart
roadside and farm market owner will
cater to the whims of the prospective
buyer.
1t likewise has been found that
courtesy pays at all times. The
10-eent purchaser of today may buy
dollars worth tomorrow. Moreover,
1t Is the steady customer that makes
direct marketing profitable, transient
trade being tourists or shoppers look
Ing for low prices. A line OF custom
ers coming to the market daily or sew
eral times week, will buy lot of
produce over the season
Several years ago / witnessed
what thought was very good ex-
ample OF craftsmanship. And. to make
1t more interesting, the farmer was a
redhead.
A costly automobile screeched to
stop In cloud OF dust and flying
gravel before the market. The door
or the car fiIpped open and bushel
of ripe tomatoes spilled over the
ground, most OF them MASKING and
squirting juice over the white road
way. Plainly the tomatoes were
dumped, but the farmer. apparently
unmindful OF the impending fight"
hastily assured the woman that "ac-
cidents will happen" and that he
would replace the tomatoes without
cost
Caught .'off balance" the woman
subsidized. The fire left her eyes; In
fact, she muttered an apology after
admitting 1t was her fault She was
returning the tomatoes because they
were not the right kind for making
chill sauce Perhaps" she added. Il
should have told you what | wanted
them for
The offer OF new basket was re-
fused Instead, the woman bought two
bushels and several other vegetables.
Here, by quick thinking, scene was
avoided, and q customer made Instead
OF lost. The farmer. a good salesman,
really made friend-and profit
An important part OF craftsmanship
is winning the confidence of the GUS
toner. Very often suggestions will
mean additional sales. I've seen 1t
happen many times during the years
/ have been investigating and study
Ing farm markets; In fact the same
thing has happened to you and me
when we are shopping.
Large department stores have a
ruling that the customer Is always
right. | doubt the truth of this policy,
but 1t pays to let the customer believe
1t. The tomato incident referred to
above Is a good example of how this
policy can be twisted to the advan-
tage of the seller. Similar opportu-
mites will arise out of making good
on guarantees, and everything sold
should be guaranteed. 1t is a good
selling point and when refund or
replacement Is necessary even though
the fault may lie with the customer.
1t makes for confidence and future