Democratic Sentinel, Volume 8, Number 22, Rensselaer, Jasper County, 27 June 1884 — A Good Salesman. [ARTICLE]

A Good Salesman.

A young lady employed in a Philadelphia store won a prize of SSO for the best essay on “How to Wait on a Customer. * We publish the following extracts from the essay: Two principles are absolutely necessary: L True loyalty—to your employ. 2. True loyalty—to your customer. As far as possible each customer should be treated as if he or she were to be the only one of the day. The rush of business may sometimes in a measure prevent this. But by keeping a quiet mind and collected thoughts, it can always be done to a good degree. Cordiality, honesty, politeness, tact, patience, perseverance, decision, confidence, willingness, enthusiasm, all must be brought into use. Greet your customer cordially. Not with undue familiarity, but with a manner that says “Welcome!" She is your employer’s visitor, and should be kindly received. Wait upon your customers honestly. An apparent advantage may be gained by even a slight deviation from truth; but persons once deceived seldom return. Wait upon your customers politely, courteously, kindly. Not with an obsequious air, but with the politeness that comes from true kindness of heart. Wait upon your customers with tact —that peculiar faculty in which are embodied so many of the conditions of success. A quick perception of the purposes, means, tastes and wishes of your customer is indispensable to the greatest success. Lose no fitting opportunity for introducing goods beyond those expressly called for; you may give pleasure and information to your customer, and often double your sale. Should an article be called for not then in stock, admit it frankly, but quickly offer a substitute. Wait upon your customer with decision and confidence. Never be obliged to say, “I don’t know,” as long as there are means of finding out. It is your business to know.

Wait upon your customers cheerfully, willingly. One may show goods with patience, and with a faultless politeness so far as acts go, but with a shaded face and martyr-like expression thoroughly chilling to the purchaser. We hear it said, “Well, I would not buy of that one, at any rate; he seemed so unwilling to show us anything.” And again, “I bought it because he was so agreeable it was a pleasure to buy from him.” Wait upon your customer with interest and enthusiasm. How far to press a point must be determined wholly by circumstances. Ordinarily speaking, urging has no place in true salesmanship. “Lookers” are, in the estimate of too many salespeople, unpardonable intruders ; but remember that the pleased looker of to-day may be the valuable purchaser of to-morrow. Do not frighten away a timid looker with the question, “Did you wish to look at so and so?” or, “Can I show you anything?” In nine cases out of ten the reply will come, “Oh, no, thank you! I was only looking.” Those questions imply purchasing.

Make a casual remark, such as, “That piece you have your hand on is one of the new spring shades; do you like it?” “Those laces have just come in; our Paris buyer is sending us some beautiful ones just now. ” The looker will pause, ready to see or hear more, and give you the opportunity to make her your purchaser.