Jri.v 14. 1921 



The Rorists^ Review 



17 



THE RETAIL STORE 



A PAGE OF HINTS AND HELPS 

 FOR THE RETAIL FLORIST 



SOME SECRETS IN SELLING. 



There are no secrets in selling in the 

 sense that those who are proficient 

 conceal their methods from those who 

 only try to be. But there arc secrets 

 in the sense that many things are not 

 known to those who try to sell flowers, 

 but succeed indifferently well. There 

 are many little things, in observing 

 customers, in meeting their wishes or 

 guiding their wants, in the unknown 

 but definite quantity termed psychol- 

 ogy, all of which are important in gain- 

 ing or losing sales. 



It is a matter of wonder to see some 

 salesman size up a customer, guess her 

 desires, gauge the fatness or thinness 

 of her pocketbook, turn the conversa- 

 tion seemingly at will, and say good- 

 bye to a pleased patron, flattered by the 

 attention and relieved by the ease 

 with which the salesman has served 

 her. This is the result of training, of 

 observation, of thought, of patience and 

 of study. It cannot be achieved in a 

 day or a month. But it can be achieved 

 by every florist and every florist 's clerk 

 who is willing to expend the mental ef- 



fort necessary. Alertness of^mind, con- 

 sideration of the customer, courtesy and 

 tact always, these are essentials. Quick 

 observation and a retentive knowledge 

 are prime necessities. But the effort 

 to serve and serve well must ])e always 

 present. 



RONSLEY'S NEW STORE. 



The trade in Chicago has been much 

 interested in the move made this spring 

 by Fred Ronsley. After occupying a 

 small store in the most congested part 

 of Jackson boulevard, Mr. Ronsley an- 

 nounced his removal to a store of sev- 

 eral times the size on another side of 

 the same square, fronting in a block on 

 Wabash avenue in which there never 

 before has been a permanent flower 

 store. Mr. Ronsley fitted up the sales- 

 room in the fashion shown in the ac- 

 companying illustration, the contract 

 for the work having been placed with 

 Buchbinder Bros. In the rear there is 

 a workroom of such ample proportions 

 that if business in sufficient volume is 

 to be had so far south on Wabash ave- 

 nue, it will be possible with these fa- 

 cilities for Mr. Ronsley to handle as 



large a business as ever was done by 

 any retail florist in Chicago. The 

 photograph was made the first week in 

 July. 



PRIZE CUPS PULL CROWDS. 



Flowers are flowers, but something 

 besides flowers is often effective to ad- 

 vertise a florist 's store. This was 

 proved recently by Penn the Florist, 

 of Boston, who is a great believer in all 

 kinds of advertising. There are many 

 topics of the day and happenings of 

 timely interest to the buying public, 

 which, if handled in the proper man- 

 ner, form material for window displays 

 that bring much publicity to the florist. 



The illustration on page 18 tells 

 better what is meant than words can 

 tell. The Highland Dress Association 

 held a field day July 4, at a grove near^ 

 Boston. There were games, dances and 

 contests, and cups for prizes. All of 

 the cups were donated by Colonel Wal- 

 ter Scott, one of the foremost Scotch- 

 men in America. As a compliment to 

 the Scotchmen of Boston, and particu- 

 larly those in the florists' trade, Penn 

 the Florist gave the association per- 



The New Quarters of Fred Ron&Ieyt Among the Most Spacious of Chicago Loop Flower Stores. 



