CHILDREN
Already the fact has been mentioned that there is great variety in human nature. Although each nature or disposition is slightly different in some respect from every other disposition, as one blade of grass is different from another, still it is reasonably possible to make some broad classifications for the purpose of considering their points of difference.
The first great distinction among people is that between young and old. “Men are simply boys grown up,” we say. But the experienced salesman knows that what will be satisfactory in the nature of service for the young boy will not do for the “old boy.”
Most youngsters, especially boys, do not like to be sent to the grocery store on small errands to get supplies of food for the dinner table. On the other hand, there is generally a change of attitude when the boy learns that the errand is to a grocer’s where he knows some good-natured soul will take the trouble and special interest to hand out, perhaps a cracker to make him happy on the way home. To use a homely illustration: A butcher in New York city built up a following among all the children in the neighborhood because he showed a fatherly interest, and at the same time handed out pieces of bologna to the youngsters, whenever they came in to buy. He may have handed out a pound or two in the course of a day; but some of the young boys have since become old boys and are still trading at the old stand.
Success in serving children, whether it be food or shoes, is in showing a genuine interest in them and in pleasing them. The salesman need not take time off to explain the operations of the store or department, but he will find his time not lost in spending a moment to inquire kindly on some minor point concerning the child and perhaps to learn its name. The child is pleased, and except in most unusual cases the mother is too.
With children the matter of proper fit should be foremost. In addition to the fact that the foot is continually growing, it is soft and easily moulded. An incorrect fit under these conditions should be carefully guarded against. The matters of wearing quality, price and style should be of secondary importance to fitting properly. If the parent seems to be unaware of the full importance of correct fitting the salesman can generally win a good customer by taking the necessary time to explain.