Hardware merchandising September-December 1919 . ould be a fundamental principle of amans business creed. This is what I meanwhen I talk to our salesmen about sellingideas through the medium of paint. I tell them they must not think merelyof selling so> many cases of paint or of var-nish. They must think what this paint orvarnish is to accomplish! Because it im-proves the appearance of a home, or anoffice, or a building, they must sell theirprospective customer the idea that paintmeans Beauty. Because cleanliness is sani-tary, they must sell the idea that paintmeans Health; because it prese
Hardware merchandising September-December 1919 . ould be a fundamental principle of amans business creed. This is what I meanwhen I talk to our salesmen about sellingideas through the medium of paint. I tell them they must not think merelyof selling so> many cases of paint or of var-nish. They must think what this paint orvarnish is to accomplish! Because it im-proves the appearance of a home, or anoffice, or a building, they must sell theirprospective customer the idea that paintmeans Beauty. Because cleanliness is sani-tary, they must sell the idea that paintmeans Health; because it preserves the sur-faces, they must sell the idea that paintmeans Economy. Cheerfulness, brightness,color—these make a pleasing environment;therefore, paint may actually mean addedHappiness. People are attracted to a store,or a theatre, or even to a church, if it iswell painted and artistically decorated; andfor that reason paint means Prosperity. Must Give Service If the central ideals of a business arenot those of service to the customer, but are. _2 i f-jp, :^S>5 The Price of Clothes First Rustic—It looks like Bill wasgoing to marry that there uridder. Second Rustic—Well e might doworse. Her first usband left an un-common good overcoat.—The By-stander, London. those of getting the most and giving theleast in return, it would be difficult forits salesmen to use such selling points as Ihave outlined above. And the same thingwould be true in the producing end. If theidea is not one of service, the whole pro-cess of manufacturing would be governedby ideas of cheapening the product unwar-rantably in order to swell the profits. Thatis why the ideas of a business always bowto its ideals. Study Your Business The third lesson which Mr. Lowe haslearned is the importance of studying onesbusiness. When I was graduated from theSheffield Scientific School of Yale, fiftyyears ago, he said, I had received certainbenefits from my college experience; but aknowledge of the value of study
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