PRACTICAL
Certain people there are of very practical nature who have in mind a definite notion of the goods they want and who do not take kindly to open suggestions on the part of the salesman. They will be recognized by their firm, business-like walk, decisive movements and steady, well-controlled voice. Such a person will be reached best by direct and frank statements of facts. If the salesman speaks with an air of authority this customer will invariably listen and be influenced in his decision accordingly, although he may not be willing to admit it.
The practical person will quickly express the feeling if unsatisfied with a shoe and may resent any direct effort to influence his judgment. Under the circumstances it will generally be found best to show another style at once. The practical person is not by any means always right in his decision, but the effort to correct an error of judgment, if there should be one, must be made indirectly, in order that the customer may come to a conclusion through his own reasoning on the basis of facts given him.
With this type of customer it is unnecessary to mention or call attention to points that may be observed by a careful examination. The practical person, as a rule, will notice them. However, some important point about the quality or kind of leather, the lining or outer sole, will be well received. Elaborate styles will generally not be acceptable. Quality and fit on the basis of price will be the deciding factors.