STYLE REGARDLESS OF PRICE
A certain amount of almost every store’s trade is made up of the customer who is interested above all other things in style. Something has already been said concerning the personal appearance of such a customer. The whole outfit from hat to shoes will speak in terms of style.
With the customer who puts style before all other considerations there is great likelihood of there being objection in the matter of correct shoe fitting, especially if the person’s foot is unusual in size or shape. Here the salesman is called in to use all he knows of the art of tactful selling. Business of the kind where price is no object is certainly well worth cultivating, but here, as in all other successful shoe selling, the matter of correct fitting is essential to satisfaction. Avoid talking in terms of sizes. This always lays bare a tender part of the customer’s conceit or consciousness and opens up the possibility of dispute and misunderstanding. It is correct fitting that the customer is buying and not size marks. The salesman will concentrate his efforts to give the maximum of style with correct fitting, but with customers whose first and only thought is style, he will speak only in terms of style.