“ONLY LOOKING”
There are a few women who take keen enjoyment in a form of indoor amusement known as “shopping.” This may be nothing more than a desire to use what would otherwise be a dull morning by attending a variety show of merchandise. Such a woman may pass from one department of a store to another trying on pretty clothes in each one, and with no thought to buy.
After some experience on the floor the salesman soon learns to distinguish between the customer who comes for business and the “looker” who has come to be entertained at the expense of the salesman’s time and effort while other customers are waiting to be served. On learning that there is no possibility of making a sale, it is for the salesman to suggest, perhaps, that he has shown the principal range of styles and that if there is nothing satisfactory among them the lady might call later and find what she is looking for. The salesman should, of course, offer the usual courtesy extended to customers and should make no intimation of the fact that he does not care to spend further time showing goods. Skillful salesmanship has often been accountable for sales in those cases where there had originally been no intention to buy. Rather than run the risk of missing a sale it is much better for the salesman to continue his effort for a while even after he has become convinced that a purchase is not even being considered. The idle “looker” today may later be ready and able to buy. Therefore whatever goods are shown should be shown to advantage in order that they may make the most favorable impression.