Customer

“ You have to have the real feeling of wishing to do something for the customer, and you have to show the customer you want to help him by every word and action. Such a feeling, don't you know, will make you, when you see a customer coming, go to him instead of standing still and waiting for him to come to you. ”

“ CUSTOMER CONCENTRATION Another way of expressing the idea of customer concentration is just this: Give the customer, while you are serving him, one hundred per cent of your attention, interest, thought and knowledge of the business. Any measure less than that means there will be a loss somewhere and the wise salesman will make sure it is not his loss. ”

“ Show as much civility and attention to a customer plainly dressed, and walking on foot, or getting out of an omnibus, as you would to a lady elegantly attired, and coming in her own carriage. The former may prove the most profitable customer. Be careful to exhibit no temper, even if you have had the trouble of showing a variety of goods to one who goes away without buying any thing. ”

“ Every salesman is really teaching the customer something about the goods. He is, so to speak, a teacher of values, or if you prefer, “a business missionary.” In order to teach well he should have these most valuable assets: first, right methods of meeting customer; second, thorough knowledge of self, of goods, of customer and conditions; third, ability to meet competition, both real and imaginary; fourth, helpful habits; fifth, good powers of originating and planning; sixth, a selling talk, or something worth while saying ”

“ Often when a customer came in he would push his spectacles upon his forehead, lay down his stocking and needle, and deal out his cabbage and carrots as unconcernedly as if he had been engaged in a more manly occupation. ”

“ His countenance should be as bright as a new tin pan.
The feeling of good cheer that the salesman has will make his customer cheerful; and unless a customer is feeling good, he will do little, if any, business with you. ”

“ Every newcomer becomes a customer for those already on the ground, for all that he needs for his maintenance, just as the new born babe furnishes a new customer for the dry goods store, the milk man, not to mention the doctor and sometimes the lawyer. ”

“ You are standing within two feet of them, but they don't see you—they are watching for the next customer in at the door. You rap at the window or call; not one takes the trouble even to turn his head. You are not a customer, and it is only with customers that they have business. ”

“ If a customer gives you a thousand and one directions, take them all in, study what he wants, or what he really needs, make his garment accordingly, and he will usually turn out as a customer not hard to please. But if he tells you that you are the tailor; that you know best what he wants; that you shall make it according to your judgment, do not think that he will take anything, for he will usually turn out to be a very particular customer, who expects you to know your business. ”

“ You should approach a possible customer with something of this professional air, an air of supreme assurance, of confidence in your ability, in your honesty and integrity, confidence in your knowledge of your business. Your professional dignity alone will help to make a good impression, and will win courtesy. ”

“ Whether the customer comes to you, or you go to the customer, there are certain very simple things to keep in mind. The first is the important part personality plays in selling. [34] The appearance and the manner of a salesman, together with the tactful enthusiasm which he manifests, and the concentration which he puts into his work, all tend to inspire confidence. The salesman must consider his customer’s business, and sometimes his social position. The temperament, also, of the customer, as well as the best time and place to see him, must be taken into consideration. ”

“ Our idea, on the other hand, that which underlies the arrangements of our shops, is that a customer wants, perhaps a new book, perhaps a ten-and-sixpenny book, perhaps a shilling book, without minding much what the book is about. ”

“ With such a one the customer feels that he is dealing with a manufacturer alive to his convenience and comfort, and will not be apt to go elsewhere to purchase, although he may have had occasion to point out several weak points. ”

“ Finding a customer does not mean simply inducing him to look over what you have to [154] sell. It means actually inducing him to make a purchase, and satisfying him so thoroughly that he will continue to do business with you. It is because finding the customer is so vitally important that the selling end of a business continues to be, by long odds, the most important department. ”

“ THE CUSTOMER AS THE SALESMAN’S GUEST THE HUMAN HEART THROB So far we have been considering those important matters that have to do with the salesman’s relationship to himself—the responsibility he has to build for himself a healthy mind, and business spirit. We are now interested to consider his relationship to the person who supplies the power to operate the whole machinery of commerce, who foots all the store’s expenses, and who regulates the size of the salesman’s pay—the customer. ”

“ But you didn't ask me, ma'm. We always help customers all we can. You see our experience—living right among books all the time—that sort of thing makes us able to help a customer make a selection, you know. ”

“ But the consumer, to some extent at least, makes up the difference by supplying the service that other retailing establishments offer him. The customer may make a money saving by trading with the mail-order house, but he does so by contributing his own time and labour to the transaction. ”

“ Whether you are a traveling salesman or selling things behind a counter, nothing will add more to your success than the practice of that helpful courtesy which is dictated by the heart rather than the head, or by mere convention.
Doing a customer a good turn has proved the turning point in many a career. Nothing will make such a good impression upon an employer as the courtesy of an employee who has so ingratiated himself into the hearts of his customers, and so endeared himself to them, that they will always seek him out and wait to buy [96] from him even at great inconvenience to themselves. ”

“ No matter how small the transaction, even if it be only the selling of a stick of candy to a little child, put into it the thought of increase, and make sure that the customer is impressed with the thought.
Convey the impression of advancement with everything you do, so that all people shall receive the impression that you are an Advancing Man, and that you advance all who deal with you. ”

“ But what a different thing it is and how important it is for the salesman to know the difference between this and forced familiarity or attempts at “showing off.” The latter can do nothing but cause the customer to lose his regard and perhaps go elsewhere to be served. 62The man of experience in business recognizes the difference and governs himself accordingly. He continually bears in mind the fact that the customer has come on a business matter and that his sole interest is to be well served with the goods he needs. ”

“ The salesman who has learned to exercise this power is far from being an order taker or even an order solicitor. Literally, he is counselor and guide—an interpreter of the store services which exist to help the customer, and the one to show the store management the need for expert customer guidance in color management. ”

“ This salesman-adviser's philosophy was as simple as it was sound. Confidence is the big factor in selling, he reasoned. Your customer will have confidence in you if he feels that you are square and also knows what you are talking about. By diligent study of gasoline hauling problems in various lines of business he gained practical knowledge and after that had only to apply his knowledge from the customer's side of the problem. ”

“ In ensemble selling, don't lecture, talk about yourself, or appear in any way to be airing your knowledge. Simply talk in an off-hand manner, as if you were dealing in commonplaces as familiar to your customer as to yourself. ”

“ Quick, nervous movements or speech on the salesman’s part do not indicate quick service; they only confuse or annoy the customer. The salesman who puts the least extra motions in his work, the fewest words and the keenest attention, is the one who will serve quickly and best. ”

“ Now, as for my plans of accumulation, put a Man at every Gum selling place. The minute a Customer buys, he follows him. He don’t have to watch where he throws it when through; all he has to do is to follow. ”

“ Our customers buy from us: his customers trade with him—they enter into harmony with him. Store-keepers and customers sing together like gnats over the oak trees; they make things hum. There is a feeling that whether buying or selling you are getting forward. ”

“ Salesmen always want to cater to whims instead of acquiring sufficient knowledge of their product to be able to explain to the customer with the whim that what they have will satisfy his every requirement--that is, of course, provided what they have does satisfy these requirements. ”

“ A wide-awake, progressive salesman, without violating confidences, can help his customers wonderfully by keeping them posted on what his competitors are doing, on the latest ideas in his line, the new and original methods. You may know of some novel and striking methods of reaching the public, of displaying merchandise and arranging store windows, or of reaching customers through unique local advertising. Give your customer every suggestion you can. You may see that he is a good business man in many respects, but seriously lacks something which you could help him to supply. ”

“ Other customers are buyers from commercial houses, bringing out of town men who are here to purchase goods. In addition to this there are many traveling men who bring friends who gradually become regular customer.... ”

“ The principal point is to meet the customer on even ground when the claim is made, and as already, mentioned, to get him in the proper frame of mind so that he will be in condition to think on a reasonable basis and without prejudice. ”

“ The Bald Customer puts on his hat with relief, and instantly recovers his self-respect sufficiently to cast a defiant glare upon his rival, and walk out with dignity. The Grizzled Customer after prolonged self-inspection, follows. ”

“ Although many successful salesmen begin at once to draw out information as to the customer's requirements, it is better practice to defer such questions until you are in the presence of your merchandise and beyond the possibility of noise and confusion. ”

“ 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. ”

“ Then there is a third source of material, scarcely less important than the study of the house and the customer, and that is a study of the competitors—other firms who are in the same line of business and going after the same trade. The broad-gauged correspondent never misses an opportunity to learn more about the goods of competing houses—the quality of their products, the extent of their lines, their facilities for handling orders, the satisfaction that their goods are giving, the terms on which they are sold and which managers are hustling and up to the minute in their methods. ”

“ The guarantee and the offer of the free trial are possibly the two strongest arguments that can be used either with a dealer or in straight mail-order selling.
Among the arguments that are most effective are testimonials and references to satisfied users. If the writer can refer to some well-known firm or individual as a satisfied customer he strengthens his point. ”

“ The first thing my prospective customer picked up after he came into my room was a sample of a 'Yucatan' hat. You know how it goes—when a merchant comes into your sample room for the first time he picks up the things he knows the price of. If the prices on these are high, he soon leaves you; if they seem right to him he has confidence in the rest of your line and usually buys if the styles suit him. ”

“ They firmly believe that a sale is not complete unless satisfaction on the part of the customer accompanies it. They firmly believe in the goods they are offering and they communicate this confidence to their customers. They know that a satisfied customer is a walking advertisement for their store. ”

“ In the first place, we direct the will of our customers by our very personality, which has been developed through [74] auto-suggestion. Then the various steps of attention, interest, desire, and, finally, resolve, in the customer, must be induced by suggestion. He must forget himself and his own senses, ultimately; or at least, he must have had all his faculties so brought into harmony with those of the salesman that he readily accepts the salesman’s ideas. ”

“ The art of salesmanship is founded, according to Mr. Ivey, on, first, a thorough knowledge of the goods which are to be sold, and second, a knowledge of the customer. By knowing the customer you know what line of argument will most appeal to him. ”

“ Our large stores pride themselves on never bothering a customer to purchase. Some of them go even further and seem to show positive indifference. Above we see a customer resorting to extreme measures to secure attention. ”

“ An example is the piano business in which inquiries are referred to dealers, the dealer and prospective customer followed up by mail, and the traveling salesman sent to assist the dealer to close the sale. ”