

Ri^tAOTE ST 



AweusT 6, 1014. 



^^^fi^^rists' Review 



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11 



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BUSINESS BUILDING mt 



Mr RULES FOR RETAILERS 



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USilNESS 



building is 



the art of 



securing 



p e r m a - 



nentafid 



profitable patrons. If the 

 tailer secures a sufficient num- 

 ber of permanent and profitable 

 patrons he builds up his busi- 

 ness. 



Let me define the concept "patron 

 Everybody has a patron. At one time 

 I had a couple of men digging a drain 

 on my farm. A friend called to see 

 me, and we were discussing the ques- 

 tion of salesmanship. I said to him, 

 "Every man has something to sell." 

 To this he did not agree. "What, for 

 instance," he asked, "have those men 

 to sell who are digging the ditch for 

 yout" I replied that they were selling 

 their services to me. One of them did 

 not have the goods I wanted, so that he 

 did not continue to give me 

 a service. He did not give 

 me his right "Q plus Q"— 

 quantity plus quality. He 

 violated the law of thor- 

 oughness and paid the pen- 

 alty in the loss of his posi- 

 tion. 



I 11 1 r i III II lie 



III II r 



when it came to the sordid thing of 

 business the buyer had to beware. The 

 modern version of this is "Let the 

 seller beware." If you want the per- 

 manent patron, don't do him up. 



The science of business is the science 

 of rendering service — he profits most 

 who serves best. To have the perma- 

 nent patron one must give three things 

 — quality always; right quantity, and 

 mode of conduct of his business. Q 

 plus Q plus M equals service. 



Service a Staple. 



When every employee 

 awakens to the fact that the 

 sale of service is governed 

 by the same law as that 

 which influences the price of 

 flowers — quantity plus qual- 

 ity of the goods delivered; 

 when he realizes that, he 

 will not be losing his eye- 

 sight looking for more pay, 

 or fostering spite against an 

 unappreciative boss. 



Let us consider the con- 

 cept "profltable." There is 

 a big difference between a 

 storekeeper and a merchant. 

 Keep your eye on the profits. 

 The man who cuts the throat 

 of a transaction and spills 

 the life blood of the profits 

 is not a salesman. He is a 

 storekeeper — an order taker. 



It is lamentable that ninety-five per 

 cent of the men who set sail on the sea 

 of retail merchandising are destined to 

 go down on tne rock of failure. Many 

 retailers are making less today than the 

 travelers who call on them and load 

 them up with goods. 



Keeping Customers. 



Now we come to the concept "per- 

 manent." A house is known by the 

 customers it keeps — not by those it 

 gets. There may be no profit on the 



SHARP SHOTS FROM SHELDON. 



Business building: is the art of secur- 

 ing profitable and permanent patrons. 



A house is known by the customers it 

 keeps — not by those it gets, 



Advertisingr is the fire under the boil- 

 ers of business. 



The vfSigging tongrue of a satisfied 

 patron is the best advertisement in the 

 world. 



Salesmanship is the power to persuade 

 people to purchase products at a profit. 



Some men talk a man into buying^ and 

 then talk him out of it again. There are 

 too many people in the world who lack 

 terminal facilities. 



That in a sense is true. 

 As society is organized 

 today, we must have 

 money. There are four 

 ways to get it — steal it, 

 beg it, inherit it, or earn 

 it. The latter is the only cer- 

 tain way. 



If all the retail florists and 

 clerks in the country were to die 

 tonight, what would become of 

 the people in the morning? This em- 

 phasizes the great service the retailer 

 renders. The money you get is to pay 

 for service. If the service is little, 

 there will be little pay. Big services 

 generate the heat of larger pay. 



There are millions of men losing 

 their eyesight looking for dividends. 

 If they looked toward rendering Q 

 plus Q plus M they would be doing a 

 much greater service to the commu- 

 nity. So if anyone asks in the future 

 why you are in business, tell him that 

 you are in business to ren- 

 der a service to the commu- 

 nity. 



The next concept is * * mak- 

 ing." Emerson tells us that 

 if a man makes a better 

 mouse trap than his neigh- 

 bor the world will make a 

 beaten path to his door. 

 That is hardly correct. Few 

 will tear down the tall tim- 

 ber to get to your door un- 

 less you tell the people 

 about the mouse trap — your 

 business. 



Success in business means the mak- 

 ing of profitable patrons. 



The wagging tongue of a satisfied 

 patron is the best advertisement in the 

 world. The wagging tongue of a dis- 

 satisfied patron is the worst advertise- 

 ment m the world. The florist who 

 gives quality plus quantity and Who 

 conducts his business properly is the 

 lucky one. People will go blocks out 

 of their way to buy his .product. It 

 18 obedience to God^s eternal laws that 



4^.=* ^ ~A *~-r/ "\ "" *'r"" "" :r '^"'^^^ ^^™ success, when in trouble and 



nrst order of Mrs. Jones because the you want to find the cause look in 

 advertising necessary to get her into the looking glass. ' 



the store may have absorbed the entire 

 profit. 



In olden times the rule of business 

 was "Let the buyer beware." With 

 everything else it was different, but 



Dividends and Service. 



Ninety-nine men out of every hun- 

 dred you ask why they are in busi- 

 ness will tell you, '<To make money." 



356023 



Firing Up. 



1 believe in quality; yes, 

 but if we are going to make 

 profits we must not hide our 

 light under a bushel. Ad- 

 vertising is the fire under 

 the boilers of business. Ad- 

 vertise a little and it does 

 not pay. A little fire will 

 not help build much of a 

 business; but, on the other 

 hand, too much may melt 



ithe business. There are 

 many forms of advertising 

 besides the written form. 



The boosting of the men and 

 women who work for you among their 

 friends is one of the greatest adver- 

 tisements you can get. One of the 

 worst is the knocking of these same 

 people. 



You cannot reap figs from thistles. 

 Ninety-five per cent of the people of 

 the world are employed by the other 

 five. One of the best forms of adver- 

 tising is — be a humanitarian with your 

 people. That makes man-power. 



To get, you must give. Loyalty and 

 love are queer things. The more you 

 give the more you have. You cannot 

 give of hate and disloyalty and get 

 something in return. "Do unto others 

 as you would have them do unto you," 

 as the Man of Galilee said, is a great 

 motto to be remembered. The man 

 who builds his business must do unto 



