32 



THE SMALL NURSERY 



properly one must study; one must work on some things 

 besides practical nursery problems. For the success of 

 the nursery, as measured by its sales and its service, is 

 dependent on your knowledge of these broader principles. 



In this chapter an attempt has been made to bring out 

 the real fundamentals of selling practice. You would do 

 well to memorize — even though you forget all else — these 

 four steps of a sales transaction, these to be applied when- 

 ever you design an advertisement, write a letter, or sell 

 a shrub, tree or other plant. 



L Attract attention, 



2. Arouse desire, 



3. Convince the mind, 



4. Stimulate action. 



