"Well," said Mr. Field, "he might, if you were to say to him, 'Wouldn't you like to buy this safety razor?' But, of course, you would merely pass the safety razor over to him, as you mention it, saying, perhaps: 'This is a new kind of safety razor which works differently from the ordinary kind—what do you think of it?' You do not ask him to buy it; but you just try to get him interested in it. The difference between being interested in an article, and wanting to own it, is one of degree, and not of kind. See what I mean?
"There is another thing that's helped sales in my own stores very much—the use of suggestion. Whenever a customer buys anything, we always suggest something that can go with it. For instance, I sell stationery. Suppose a customer comes to our stationery counter and asks for a box of note paper. We always suggest post-cards, blotting paper, pen and ink, or anything else that is associated with the goods she has purchased.
"If a customer asked for a safety razor, don't you think it would be poor salesmanship not to offer him something else? A machine could do that much. But it takes a real salesman to sell him something else and I know you boys are real salesmen. You mustn't have the customer feel that he's been forced to buy something he doesn't want, but make him pleased with his new purchase. When you're asked for a safety razor, and have made this sale you should ask him what kind of shaving soap he uses, or tell him that you have some good shaving brushes which will help to make his shaving comfortable. If a man buys nails, suggest a hammer; if he buys screws, suggest a screw-driver. It doesn't matter what you're selling, there is always something you can suggest that will go with it, and which is quite natural to suggest. I tell you, boys, a customer will very often thank you for reminding him of something that he wants."
Larsen brought up a problem, and the way Mr. Field answered it, I thought, was fine. Certainly it was something I never would have thought of, and I knew that none of the boys would have known how to get around it.
Said Larsen: "A lady, she come in the other day and ask for an oil lamp. I show her a nice one, bronze finish. But she says no, she want brass finish. We don't carry brass finished lamps—no call for 'em. I tell her bronze finish is better, keep cleaner and more stylish. But no, she won't have it. She want brass finish and I couldn't sell her. What would you do about it?"
"Of course," replied Mr. Field, "you can't sell to everybody. Some folks have certain likes and dislikes, and it's a waste of time to try to change their whims and fancies. I don't think I would have tried to swing her into line on the question of the finish of the lamp, I would have ignored that altogether and talked about some other advantages of the lamp. Do you see what I mean? Here, how's this? Instead of talking about the finish, why not say: 'Yes, madam, it's just a matter of taste whether you prefer brass or the bronze finish. Most people prefer the bronze and that's why we keep it. I know the brass finish looks well but, after all, it's only a small matter. Isn't it more important to get a lamp that does its work properly? Just notice this duplex burner,' and then I would go on to describe all the other features of the lamp, its burning qualities, its economy, its durability, and things of that kind. You see, I would have tried to side track that objection to the finish of the lamp by talking about other things. If necessary you could tell her that she wouldn't have to clean the bronze finish as often as she would the brass. Now, if that isn't clear to you, Mr. Larsen, say so. Don't hesitate to speak up. You know I get more out of this than you boys do, if you ask questions."
As no one asked a question Mr. Field went on:
"I don't believe you should argue with a customer on something which is a matter of taste or fancy. If it was something about whether or not the lamp gave a good light, you could prove that it would, for that's not a question of taste, like the color or finish. In my stores we make it a rule to give way to the customer on little matters. That makes him feel good tempered, don't you know, and it's easy then for us to win our point on something important if its necessary to getting the order."
"I saw in one of the Sunday papers," remarked Jones, "an editorial which said to give way on little things, and you will gain the big ones."
"That's about the idea," replied Mr. Field. "I think that's very well put."