58 



The Florists^ Review 



Febhuary 5, 1920 



RETAIL STORE MANAGEMENT 



WHAT THE LEADERS IN THE TRADE ARE DOING 



STUDYING SELUNG. 



Aids Retailers' Business. 



In the retail flower store salesmanship 

 3 important, whether the store is located 

 >n Fifth avenue, New York, or on Main 

 itreet of a small town. The man who 

 idds to his knowledge of business and 

 if flowers something of the really impor- 

 ant points in selling will have an extra 

 isset to promote his progress. Those of 

 '^ears'^ experience in the trade have 

 [radually acquired, consciously or un- 

 onsciously, much that is included in 

 he so-called art or science, as one 

 hooses to name it, of salesmanship. 



As the trade grows so rapidly now 

 ind young and little experienced per- 

 ons are found in many flower stores, 

 ome suggestions which will increase 

 heir worth to their employers and their 

 iwn ability, through knowledge of es- 

 ential factors in salesmanship, assume 

 orresponding importance. By consid- 

 ration and careful thought in regard 

 the suggestions given, much of the 

 elling friction that prevents easy trans- 

 .ctions may be removed. Here are pre- 

 ented some of the main points in easy 

 ind successful selling in the retail store. 



Developing Fersom^ity. 



A salesman's first requisite should be 

 act. He needs keen perception to en- 

 ble him to class a customer, to attribute 

 he motive in making a purchase, to 

 landle a difficult case where the cus- 

 omer is dissatisfied and aggrieved, and 

 suit the customer so that he or she 

 ?ill return to the store and to him, time 

 ,nd time again. 



His second requisite should be nerve, 

 or it needs nerve to approach a cus- 

 omcr with a proposition and to take a 

 ebuff. It needs nerve to try again and 

 gain to bring his goods to the atten- 

 ion of the customer. 



His third requisite should be 

 'hat is necessary to succeed in closing 

 sale, for patience is required to 

 linch it. 



It is essential to possess a soft, pleas- 

 ig voice with the right degree of char- 

 cter and force vibrating through it. 

 [eat and proper dress is essential to a 

 ood salesman, as are pleasing manners 

 nd habits. Correct conversation is also 

 ecessary, as grammatical mistakes 

 fiFend the ear. 



The salesman must possess self-re- 

 ance, self-respect and dignity, together 

 dth poise, in order to make a success, 

 b develop poise, it is best to cultivate 

 ptimism, mastery of oneself, and the 

 esire to please others. Also if the 

 ilesman has ambition and is willing to 

 ork towards its realization, he will 

 jquire enthusiasm for the work he is 

 oing. This can be accomplished by 

 [ealizing his goods and using his imag- 

 lation. 



To look for the good in others and not 

 iticise, and not to fear making mis- 



gl-it. 



takes, but to learn from them, should be 

 the motto of every salesman. 



Inspiring Confidence. 



To inspire confidence, you must, in 

 the first place, be prepared to answer 

 questions by learning all there is to 

 know about the goods beforehand. 

 Know their origin, the quality of the 

 goods you are selling and its relation to 

 other qualities. Study the firm 's adver- 

 tising and learn just what specials have 

 been offered. Study the firm's window 

 display each morning and inquire about 

 each article if you are not already fa- 

 miliar with it. Find out just what sort 

 of service in the way of delivery you 

 are able to promise. If you can learn 

 anything about the financial standing of 



Wreath of Orchids. 



a customer before giving credit, do so 

 and that will benefit the proprietor and 

 yourself. By anticipating objections to 

 your goods, you will be ready with an 

 answer and not be flustered. Offset any 

 little disadvantages or defects in the 

 best possible way. 



If you have the opportunity to sell 

 an article which you know will prove 

 unsatisfactory, do not sell it to that 

 customer; make a friend instead of a 

 sale. By telling the truth at all times 

 you will inspire confidence, for most 

 customers can tell by your manner, any- 

 way, whether you are lying. If you 

 make a promise, see that it is kept, at 

 all costs. 



Treat your customer neither with dis- 

 respect nor as a king, but as an equal. 

 If there is a doubt, give your customer 



the benefit of the doubt. Look at your 

 customer while talking; there is nothing 

 more annoying than to be talked to 

 when the salesman is turned away. 

 Above all, to inspire confidence, you 

 must have confidence in yourself, your 

 goods, your store and your customer. 



Securing Attention. 



When a customer first approaches you, 

 smile and give a pleasant greeting. Men- 

 tion something special which you have 

 in stock and which you would like to 

 show her, or if she has already inter- 

 ested herself in something on display, 

 show the flowers or whatever is desired. 

 If you are busy with another customer, 

 acknowledge her presence and say, 

 "Just a minute, please," which will 

 make her feel more like waiting for you 

 to finish. 



Don't do all the talking; let the cus- 

 tomer talk. If she enumerates her trou- 

 bles, show the utmost sympathy and in- 

 tense interest, but do not, under any 

 conditions, tell her of your troubles. It 

 is always tiresome to listen to those of 

 anyone but yourself. 



If the customer is in haste, be quick. 

 Let every action of yours show haste. 

 Nothing is so annoying to a customer 

 in a hurry as to be waited on by a sales- 

 man who is slow. 



When you give your sales arguments, 

 if the customer shows lack of attention 

 and interest, turn to some other sub- 

 ject, even if it is only the weather. 

 Don't, by any means, hurry a customer, 

 or give the impression that you are tired 

 of her and wish to be rid of her. 



If the customer's first question is 

 price, point out the qualities of the 

 flowers, or whatever she asks for^ which 

 merit the figure you name. Do not try 

 to sell a customer flowers at a price 

 more than he or she wishes to pay. You 

 may make the sale, but the customer, 

 feeling that flower prices are too high, 

 may not come back. 



Things Not to Do. 



1. Don't ask the customer, "What 

 else?" Suggest something else if you 

 really believe the customer would be in- 

 terested in it, or wishes to purchase 

 something more. 



2. Don't wrangle or talk personally 

 with fellow workers if there is a cus- 

 tomer present. 



3. Don 't base your sales argument on 

 price — it is quality that counts. 



4. Don't, under any condition, cut a 

 price. Be sure you have given a fair 

 price to start with and do not reduce 

 it by any means. 



5. Don't argue with a customer. If 

 you win the argument, you lose your 

 customer. If you lose the argument, you 

 lose your customer, too. 



6. Don't disobey orders; follow them. 

 After carrying them out, then offer sug- 

 gestions. 



7. Don't throw responsibility oa 

 others; assume some yourself. 



