October 16, 1913. 



The Florists^ Review 



15 



him and really know him to be what 

 he claims to be, no one has any right 

 to ask you to give up money. If the 

 rule were followed by all florists it 

 would immediately drive this swindler 

 to greener fields. 



Tnen, too, there is the fakir who 

 orders flowers, usually to be delivered 

 later, ^d tenders a check in payment. 

 When the check calls for cash change 

 it ought to be considered as a danger 

 signal. Unless you really know the 

 customer, hang onto the change — it's 

 what a swindler is after. 



CHASOING FOB ESTIMATES. 



Everyone who ever has given the sub- 

 ject thought has recognized that one 

 of the big items of expense in a green- 

 house material business of any size is 

 the result of the present general prac- 

 tice of making sketches and estimates 

 free for all comers, so that when it was 

 rumored recently that some of the man- 

 ufacturers were changing their policy 

 in this regard it occasioned no sur- 

 prise. It appears, however, that the re- 

 port is a little premature. So far as 

 can be learned, none of the big com- 

 panies has gone so far as to make a 

 charge for estimates or even for draw- 

 ings and blue prints, badly as the re- 

 form seems to be needed. 



In discussing the matter with P. L. 

 McKee, of the John C. Moninger Co., 

 Chicago, it was stated that an entire 

 floor of the Moninger office is given 

 over to this work and several salaried 

 employees are kept constantly busy j3re- 

 paring sketches, plans and specifica- 

 tions, pricing bids, etc. It developed 

 that the average expense to .the com- 

 pany for each estimate is $5, not count- 

 ins: anything for other overhead ex- 

 penses connected with the work. It 

 also developed that of the estimates 

 prepared not half result in actual busi- 

 ness. It was stated that during Sep- 

 tember the estimates made amounted to 

 $355,000 on greenhouses alone. Of this 

 amount the net greenhouse sales are ex- 

 pected to total $120,000, based on the 

 average results said to be obtained by 

 this company. 



It is plain that this large expense 

 item of making estimates is paid for 

 by the people who actually order mate- 

 rial. Conditions are believed to be the 

 same with everyone in this line of busi- 

 ness and it is apparent that it is work- 

 ing a hardship on the actual buyers. It 

 costs every purchaser ab mueh as his 

 share to pay for the estimates sent out 

 to people not actually interested or 

 who will build in future years, perhaps. 

 A plan ought to be developed along the 

 following lines, according to the opin- 

 ion of the Moninger Co. Said Mr. 

 McKee: 



"Everyone asking for an estimate on 

 a greenhouse, with sketch, should be 

 charged a nominal sum, probably $3, 

 and if an order is afterwards received, 

 this amount should be rebated to the 

 customer on his bill. This would work 

 to the advantage of the customer in 

 that each person would pay his share 

 of the cost of estimating. Those not 

 seriously interested would not pay the 

 $3 and would receive no estimate. 



"The result of this would be better 

 service for those who are in earnest 

 and mean business. They would get 

 their figures promptly and receive more 

 careful and conscientious attention. The 

 manufacturer would know that every 

 estimate sent out was going to some 

 one who really wanted it and who was 



"WHO'S WHO-AND WHY" 



WILLIAM F. QUDE. 



JUST when "William F. Gude gets any time to attend to his own business is a 

 question. It must be at night after other people have gone to bed, for the 

 business day is largely spent on public affairs. Take his S. A. F. activities, for in- 

 stance: "Washington representative; chairman of the tariff committee; chairman 

 of the Smith Memorial committee; chairman of the committee on national rose 

 garden, and now ex-ofl&cio a member of the board of directors and asked to meet 

 with them. President of the Washington Chamber of Commerce and active in 

 half a dozen other organizations, as well as doing a big flower business, it appears 

 that Mr. Gude hardly can have seen an idle moment since his arrival in this land 

 of the free, at Lynchburg, Va., January 4, 1868. 



an actual prospective customer. What 

 a pleasure it would be to do business 

 under this sort of system! How simple 

 it would make everything for both the 

 buyer and the manufacturer! No lost 

 time, no guessing and no wasted en- 

 ergy. As it is now, the man who buys 

 a greenhouse pays from $5 to $20 for 

 his estimate in the price of the ma- 

 terial. Most of them don't stop to 

 think of it, but no one can make es- 

 timates without expense and this ex- 

 pense must come out of the proceeds 

 of the business. The buyer must pay 

 it under the present system. One buyer 

 must pay for three estimates, when by 

 right he should pay only for one. 



"This company is seriously consider- 

 ing some plan whereby an equal dis- 

 tribution of this expense can he made 

 and the saving turned over to the 

 actual buyers. The company always 

 is glad to furnish plans and estimates 

 free of charge to those who purchase, 

 as the expense is then rightfully 

 chargeable to the business, and for this 

 reason it is proposed to refund the 

 charge in case of order." 



The Review would be glad to have 

 the views of the trade and other man- 

 ufacturers, along this line, as it seems 

 to be a subject of general interest to 

 greenhouse builders all over the coun- 

 trv. 



