You remember I had decided that I would dominate in service? Well, I got hold of Fellows of the Flaxon Advertising Company, and told him what I wanted and that I'd a hunch that if I had a little leaflet or something of that kind, telling people I wanted to give them service, and put the leaflet in all the packages that left the store, it would help out a lot. I gave him a few ideas I had on it and asked him to work up a little folder. When I received the layout of it I was tickled with it. It was so good that I ordered some at once. The beauty of the folder was that it didn't matter what you were selling or who you were selling to, it applied, because it was general, not specific.
Fellows told me I ought to copyright the idea and then sell it to other stores in other towns. I told him he could do that—I was in the hardware business—not the advertising business.
I give this little folder here, because I thought it was very good.
It had four pages and the size of it was about 4 × 7½ inches.
WE ARE IN BUSINESS
TO SELL GOODS
THAT WON'T COME BACK
TO FRIEND-CUSTOMERS
WHO WILL
This one-minute sales talk tells how
we try to do it
THE BLACK HARDWARE STORE
32 Hill Street, Farmdale
A well-known business man once said that salesmanship "is selling goods, that won't come back, to customers—who will."
It requires more than salesmanship to do this—it also requires buymanship and service.