10. Scoring a Point When Off Duty.—Do something for your employer when you are out of the shop or store. You may be sure that he will appreciate it. It is a fallacy that he has no claim on you when off duty. Do not give him the idea that you have no interest in the business except to get your salary, and no time to spare him except what you are paid for. Do not watch the clock; do not filch a few moments at the beginning or end of the day’s work, and do not ask leave of absence except when absolutely necessary. Do overwork and unpaid-for work, and when you see a point in favor of your firm, fasten to it. Become essential to the place, and you will rise in the place. “I can’t spare you,” said the publisher of a New York magazine to his advertising agent when another publisher offered him an increase of $1,000. “Let’s see—you are getting $5,000 now; I’ll make it $7,000.”
11. The Study of Men.—This is the very key to success. The proper study of mankind is man. The greatest college on earth is the business world. The man who can sell the most goods is the one who knows the weaknesses of human nature, and how to avail himself of them. Your best diploma is a big bill of sale. Sell something to everybody—what the customer wants if you have it; if not, what he doesn’t want; but at any rate, sell him something. It is related of a Yankee book-peddler that he sold three copies of the same book to a family in one day—to the husband in the store, to the wife who was calling at a neighbor’s, and to the daughter at home. And not one of the family wanted the book.
Following the above lines, and adding thereto good health and steady habits, you cannot fail to be promoted and to rise to the highest position of responsibility, if not even to actual partnership in the firm. These are the qualities that proprietors are yearning for—nay, actually groaning for, but which are hard to find in the average man. Employers are keeping the sharpest kind of a watch for the right man. It is stated on the best of authority that there are a thousand business firms in New York and vicinity each having one or more $5,000 positions awaiting the men who can fill them. If you have the right qualities or will acquire them, at least a thousand great firms want your services, and posts of responsibility with almost unlimited salary await your hand or brain.
CHAPTER II.
STARTING IN BUSINESS.
Why Men Fail—Luck on the side of Pluck—Marking the Day’s Profits Before they Begin—No Diamond Like the Eye—The Man Who Takes His Bank to Bed With Him—The Two Hands of Fortune.
Many men fail because they undertake a business without considering whether there is room for it; others because they do not thoroughly establish themselves in the place, making no effort to get a constituency; and yet others because they do not keep the goods that are in demand, or do not renew the stock sufficiently quick, or do not present their goods in an attractive way. Such causes of success or failure as are in the line of this work will now be considered. Here are the rules of an old merchant which he would take for his guidance were he to start anew in business:
12. The Minimum Basis.—Enumerate the entire number of heads of families in the town, village, ward, or neighborhood where you purpose to begin business. Figure out the number of such persons you will require as a minimum basis in order to get on—that is, how many persons or families, spending each on an average a certain amount per day or week at your place of business, you will require in order to make a living. Do not go blindly into your work, trusting to luck. Luck is always on the side of pluck and tact. Determine what per cent. of the people’s patronage is absolutely essential to your success. The first step is to ascertain if such per cent. is likely to come to you.
13. The House to House Canvass.—Make a personal canvass from house to house. Do not trust the work to your friend, relative, or clerk. Nobody can help you so much as you can help yourself. Nobody has your interests so much at heart as you have. Tell people pleasantly that you are a new bidder for their patronage. Inform them what you propose to do. Make them to understand that no man shall undersell you, or give them in any way a better bargain. If possible, take a few samples of your choicest goods with you.
14. The Choice Location.—If you become popular, the people will come to you; but at first you must go to them. Your place need not be central or on a corner, but it must be where many people pass. Step out largely and conspicuously. You could make no greater mistake than to rent a shabby place on a back street. Have out all manner of signs, curious, newsy, and alluring. Do not think to sustain yourself by people’s sympathies. Men will trade most where they can do best.
15. The Maximum Basis.—The maximum basis is the high-water mark. It is the number of persons or families that under the most favorable state of things can be your patrons. All you cannot expect. Kindred, religion, politics, friendships, and secret fraternities, will hold a portion of the community to the old traders. The sharpest rivalry will meet you. Also, you must consider what incursions are likely to be made by out-of-town dealers, and what prospect there is of others setting up business in the place. But you should have an ideal trade toward which you steadily work. Declare daily to yourself, “my gross earnings shall be $—per day,” or “—— (so many) persons shall be my patrons.” When you fall below the mark, bestir yourself in many ways.