Courtesy of Merchandise Mart News Bureau.
Figure 5.—Useful because it can be placed behind a divan or against a wall is this low eighteenth century cabinet for books, radio, magazines, or bric-a-brac. Beside the cabinet is an eighteenth century lounge chair, upholstered in rose and white striped satin.
Unit III.—SALESMANSHIP APPLIED
HOW TO DEMONSTRATE VALUES
Old or young, rich or poor, we are much alike. What interests us is what touches ourselves. When we make our choices we do not always accept or reject things because of their intrinsic worth but because they appeal strongly to the group of instincts, emotions, and habits which just then is motivating the inner life and influencing decisions.
The salesman who is clever enough to present his merchandise in the ways that appeal most directly and powerfully to these inner controls enjoys a great advantage over one who lacks this ability.
KNOWLEDGE OF MERCHANDISE MUST COME FIRST
It goes without saying that this ability presupposes thorough knowledge of the merchandise. This is fundamental.
A given rug which enters our stock from the receiving room may have 30 points of possible interest to buyers, but not all these points will appeal to all buyers. Carefulness and system will enable us to pick and emphasize the strongest points for each buyer provided we know the entire 30. But if we know 20 only, or 15, or 10, no amount of skill can save us from losing some sales.