MARKET METHODS 207 



The eggs are boxed and delivered in a style and 

 manner befitting the pre-eminence claimed for them.- 

 Broken-down wagons and worn-out horses do not 

 inspire the public with an abiding faith in the pro- 

 gressiveness of any concern. Much as some may 

 despise it, appearance counts for a great deal in 

 modern business advertising, especially in larger 

 cities, where an individual cannot expect to be 

 widely known. 



HONESTY ESSENTIAL TO SUCCESS 



It is necessary to be honest and not to be tempted 

 to abuse the people's confidence. Customers are 

 always given what they pay for, and their orders, 

 great or small, are accorded marked personal atten- 

 tion. There is too little courtesy on the part of 

 tradespeople; hence it is the salesman's cue to be 

 different. Should he, therefore, run short of eggs,, 

 he never substitutes. Grocers do that. Mr. Ellis 

 has a neatly printed postal notice in which he cour- 

 teously regrets that the hens are not doing quite 

 as well just now, and that he cannot fill the regular 

 order when due, but that on such and such a date 

 he will deliver. He leaves blanks on the cards to be 

 filled in with dates. This pleases customers, who 

 may be relying on getting eggs and impresses them 

 that such eggs are not always obtainable, and hence 

 most desirable. There is a lot in this. 



It is equally necessary to be square with the as- 

 sociate farms. Only mutual interest can keep them 

 together. The success of one means benefit to all, 

 and the failure of one works an injury to all. Those 

 who handle the selling should not seek to " hog " 

 the profit a good private trade yields. Pass most 

 of it along where it belongs, to the producer! 



