Evening star., 1954-05-10
Sales Persons Hold
Merchandising Key,
Declares McCargo
By Donald B. HodIey

1CSel1, nor can promotion do all
of the work. Proper co-ordina-
ton and follow-through of the
sales staff is the key.
This was the message today
from Wade G. McCargo, presi-
dent Of the National Retail Dry
Goods Association at the asso-
cations sales conference at the
Sheraton Park Hotel today.
"The finest promotions. splen-
didly conceived and executed
aren't worth a hoot. without
proper coordination and fol-
low through of your sales peo-
ples," Mr.. McCargo told large
attendance of retail and adver-
tiSing executives from major
cities along the eastern seaboard
at the opening session of the
two-day meeting.
Mr.. McCargo, who is president
Of H. v. Baldwin & Co. of Rich
mond, Va, added: "The opera
ton of a successful department
store is largely a matter of
glamor and atmosphere. To a
woman, the thrill of shopping is
to look, compare and, most of all,
talk about the prospective pur-
chase. We need to recognize
that buying even an item as a
pair of nylon hose is far different
from picking up a package of
soap powder in a supermarket.
SuIes Work Counts
II have seen this demonstrated
in exposed merchandising" or
"self selection" units. An intel
ligent saleSperson will add IS
per cent to 80 per cent in the
number of units purchased by
giving the customer merchandise
information, size and color help
and other important informa-
ton. Many times, If the GUS
toner is left alone, the sale q
not made or fewer items ere
bought than would be sold by
an intelligent saleSperson.
Self selection, exposed mer-
chandising and self-service all
have their place in our merchan-
diSing picture, but let's put each
in its place and not try to cover
the whole waterfront with any
one of these" said Mr.. McCargo.
Arthur M. See. sales promotion
manager of Saks 34th, told the
conference that direct results
from radio and TV programs had
been poor because they are basi-
cally entertainment. He said
direct results from newspaper
advertising had been good and
commented that people read
newspapers for news and not for
entertainment.
Committee Chiefs Named
Chairman of two important
committees for the annual con-
vention of the District Bankers
Association have been named by
Robert C. Baker. association
president.
George A. Didden, jr., presi-
dent of the National Capital
Bank, will head the program
committee. He will be assisted
by Barnum L. Cotton, president
of the National Bank of WASH
ington.
Ralph Endicott, vice president
of the Washington Loan g. Trust
Co., will head the entertainment
committee. He will be assisted
by Frank B. Morgan, controller
of the American Security &
Trust Co., as vice chairman.
The convention is scheduled at
the Greenbrier, White Sulphur
Springs, w. Va. June 9-13.
Speaker for Underwriters
William King, general agent
for the Fidelity Mutual Life In
Surance Co. at St. Louis, will
address the District Life Under
writer's Association at a luncheon
at the Willard Hotel Thursday.
Mr.. King is an outstanding in
surance leader. He entered the
field in st. Louis in 1910, is a
Certified Life Underwater, and
has qualified many times as a
member of the Million Dollar
Round Tabe. His subject: There
is no substitute for life insur-
ance."
The association will hold it's
annual election at the luncheon.
Charles F. Suter, will present the
following nominations for off,
GERS: c. Carney Smith, president;
Howard j. Riordan, second vice
president. Three of six candidates
for the board of directors will be
elected for three-year terms.