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diff --git a/23547.txt b/23547.txt new file mode 100644 index 0000000..bc20ae3 --- /dev/null +++ b/23547.txt @@ -0,0 +1,1081 @@ +The Project Gutenberg eBook, Sam Lambert and the New Way Store, by Unknown + + +This eBook is for the use of anyone anywhere at no cost and with +almost no restrictions whatsoever. You may copy it, give it away or +re-use it under the terms of the Project Gutenberg License included +with this eBook or online at www.gutenberg.org + + + + + +Title: Sam Lambert and the New Way Store + A Book for Clothiers and Their Clerks + + +Author: Unknown + + + +Release Date: November 19, 2007 [eBook #23547] + +Language: English + +Character set encoding: ISO-646-US (US-ASCII) + + +***START OF THE PROJECT GUTENBERG EBOOK SAM LAMBERT AND THE NEW WAY +STORE*** + + +E-text prepared by Barbara and Bill Tozier + + + +SAM LAMBERT AND THE NEW WAY STORE + +A Book for Clothiers and Their Clerks + + + + + + + +Published by +Grand Rapids Show Case Co. +Grand Rapids: Michigan + +Copyright, 1912, +Grand Rapids Show Case Co. +Grand Rapids, Mich. + + + + +CHAPTER I. + + +Sam Lambert had the best clothing store in Medeena County--a corner +store on the main street of Medeena opposite the Court House Square. + +Medeena had four clothing stores, not counting The Blue Front, down by +the Depot, with its collection of cheap watches in the window, a +yellow guitar, two large accordions and a fiddle with a broken E +string. + +Everybody in the County knew Sam Lambert. + +As a merchant and a citizen he was a whole bunch of live wires. A +big-boned, free-hearted fellow--lucky enough to just escape being run +for sheriff, as some thought he was too good natured, the "gang" was +afraid he was not pliant enough, and Sam didn't want to be away from +the store. + +Sam took great pride in his clothing business and kept pace with the +most advanced ideas in the trade. + +He was awake to the marvelous development of the ready-to-wear +business. He carried the best and took a positive delight in each +season's new models. + +He recalled the old days of "hand-me-downs," and he had lived to see +the two best tailors in Medeena take to bushelling "ready" garments, +with less and less of that to be done--principally changing a button +or shortening a trouser's length. + +Sam was broad-gauge in everything he did. He sold his goods at the +marked price, for cash only--got a decent profit and told you so. + +Why shouldn't he? He had a sense of style. He was keenly alive to the +artistry of clothes and his enthusiasm was contagious. + +Sam was firmly convinced that a man has to spend money to make money +in the clothing business. + +He said that a part of the value you deliver to a customer consists in +giving him a better opinion of himself: making him feel like a king +for a day and that the best is none too good for him. + +"A store," he would tell the boys, "cannot be run on the low gear. You +must keep her keyed up. Relax when the store is empty, but when you go +to meet a customer put on the tension--take a brace--get spring into +your step--learn to bunch your vitality and get it across. But keep +your energy inside. + +"Don't bounce and don't talk too much. Keep yourself in hand. Be quiet +but alert. + +"Concentrate! For the time being there is but one person in the world +and that is the customer, and the most interesting thing in life is +the thing he came in to see. + +"You can size up your man while you are going forward to meet him. But +by all means take him easy. Undue interest might embarrass him. +Suppose he only wants a pair of 15c. socks; if he does, there is a +test of your ability that you may not realize. + +"Many a clerk who can close a Twenty dollar transaction with tact and +dispatch never seems able to handle a Ten cent sale so that the +customer goes out feeling pleased with himself. + +"Nine men out of ten who come into the store are self-conscious. The +thing to do is to make your man feel that his requirement is important +simply because it is his requirement. + +"A good salesman keeps his own personality in the background: he keeps +the store and the sale in the background. He puts all the emphasis on +service to the customer, and to do this he must mentally put himself +in the customer's place. + +"Try to be as interested in the customer's finding what he wants as if +the article was for yourself; but don't insist on his taking only the +thing that appeals to you. + +"Quietly dominate the sale, but leave him plenty of room for the +exercise of his own taste and ideas. + +"Most men, though they may not show it, are slightly on the defensive +when they come into a clothing store. That is why it is so very +important that there be no talking or laughing among the clerks. + +"You may find it hard to realize the effect of a whisper or a titter +on the part of the store's help when a customer is present. In nearly +every case the man becomes sensitive or resentful and thinks he is +being ridiculed. + +"Try it yourself sometime by going into a strange store in another +line of business in a distant city: when you hear a laugh or a remark +passed among the clerks, see if you don't wonder if there isn't +something wrong with your clothes or feel sure that comment is being +made on your appearance or behavior. + +"There is another form of impatience or self-consciousness on the part +of a customer who is more or less acquainted with the store. He +hurries past everyone in front, headed for the part of the store where +he thinks the goods he wants are kept. + +"It is bad policy to step in front of him or otherwise impede his +progress. If there is no one to wait on him follow quietly and be on +hand when he lands at his destination. + +"A clerk often wonders why customers persist in doing this. + +"It is because they have an idea of the location of what they want and +blindly strike out for it with a certain nervous desire to cover the +intermediate ground as quickly as possible. + +"Remember that while you feel perfectly at home in the store, few +customers do. It is your business to put them at ease and certainly to +do nothing to make them uncomfortable. + +"When a man comes in for a suit of clothes he usually has some sort of +a mental picture of the thing he desires. An idea, clearly defined or +hazy, is in his mind as to the general color and effect of the suit he +wants. + +"It is something he has noticed worn by someone else--looked at in a +show window, or seen in an illustration. + +"In most cases it will not be the thing he finally buys. It may be a +chalk-line stripe or a Shepherd's Plaid worn by a drummer who boarded +the 6.30 Lightning Express. In the glow of the lamps and the bustle +and excitement of the Station platform the thing looked possible: but +confronted in the store with the very style and pattern he backs away +from it, though 'it looked good on the other man.' + +"Find out what he has in mind; meet it as nearly as you can and get it +out of the way. Otherwise he will not concentrate on other goods. He +will hold to this mental picture and measure everything you show him +by it--much to your disadvantage. + +"One of the worst possible things is to ask a man about what price +suit he wants. + +"Keep price in the background. Time enough to feel him out on that +subject. No man likes to have you take the measure of his pocket-book. + +"You must use your judgment in gauging him as to what to show him. + +"The important thing is to get at the picture he has in mind, and the +price too, if you can do so without asking him to name the figure. + +"Never ask a customer how he liked the last suit you sold him. Let +by-gones be by-gones. This is a new deal. Whether he was entirely +satisfied is not the point now. Don't raise dangerous questions. + +"There are a dozen reasons why his last purchase may not be remembered +with pleasure--reasons that have nothing to do with the value he +received or the actual merit of the clothes. + +"If he voluntarily mentions the last suit with praise take it as a +natural occurrence and pass it over; you will try to do even better by +him this time. + +"If he complains of his last purchase don't argue. Leave the subject +as soon as possible and get down to the question in hand. + +"Have confidence in your goods, in your prices and in yourself as a +salesman. + +"There are more sales lost for lack of firmness and decision at the +right time than for any other cause. + +"Among the clerks in the best and biggest of stores there are ten good +openers of a sale to one good closer. + +"Be a closer. + +"It requires judgment and decision of character, but you can learn to +do it. + +"When a woman goes into a cloak and suit department, she is not +satisfied to buy until she has been made to feel that she has pretty +well canvassed the assortment, seen practically everything in the +stock at the range and along the line she is seeking. + +"She has merchandise imagination and thinks of the possible garments +back there in the stock that she might have liked better. + +"In this regard a man is somewhat easier to handle. + +"It is a fact often demonstrated that clerks can close a sale more +quickly where the stock is kept on hangers instead of piled on tables. + +"The preliminaries are more quickly covered. Having walked down the +line the customer is better satisfied that the whole selection is +placed at his disposal. + +"There is no secret about it. Nothing held back. No mysterious pile of +garments on a table that he cannot see. + +"Note the tendency of the customer to investigate a pile of +coats--lifting up the corners and looking at the patterns. + +"A coat in plain view, taken off the hanger, is more obviously a +thoughtful selection of a garment definitely suited for him and he is +the more ready to make it his own. + +"The important thing in closing a sale is to narrow down the choice as +soon as you can to one or two strong possibilities, flanked by a bad +one--that is, a style or a pattern that you know the customer doesn't +want. + +"When this point is reached it is well to move the customer away from +the rest of the stock, say to some distant corner where he can stand +on a rug and look in the mirror-- + +"Where his whole attention can be given to one suit, or at most a +choice between two. + +"A sale must be opened easily. The customer should never be made to +feel that he is being restricted in his selection. But the moment you +can form an idea of what he wants you can probably think of just the +thing for him. + +"If you handle him right he accepts your knowledge of the assortment, +instead of demanding a complete canvass of the stock. + +"It is then you may know that you have established his confidence. + +"In a comparatively short time you can narrow him down to a choice +where by a tactful show of firmness you can help him decide. + +"In the handling of almost every sale there is a point beyond which +the customer begins to flounder and show indecision. + +"The weak salesman leads him on and on with no stopping point--no +place to close--and the prospective sale fades to a 'just looking +today' excuse. + +"This is a universal fault among retail clerks. + +"The test of salesmanship is in closing a sale. + +"Be a closer! + +"Never guy a customer or 'kid him along' for the amusement of a +by-stander or a fellow clerk. This is a common practice in some +clothing stores. The offender is usually a self-satisfied clerk who +has had just enough success as a salesman to make him egotistical. + +"He thinks he is a regular dare-devil and that by making sport of his +customer he may win a reputation as the village cut-up. His favorite +victim is some half-witted fellow--tho' a customer who is partly deaf +may do and he is always ready for a yokel or a foreigner. + +"There is no doubt," said Sam Lambert, "that the medal for the longest +ears and the loudest bray in the clothing business belongs to this +Smart Aleck type of clerk known as a 'kidder'. + +"To say nothing of the respect he owes the customer, it is astonishing +how he can presume to work his cheap little side-play on any human +being, when even a dog is sensitive to ridicule and knows when he is +being laughed at." + + + + +CHAPTER II. + + +No one questioned Sam Lambert's power as a business getter, nor the +alertness of his store-keeping methods. + +He was prodigal of his own energy--never spared himself. He looked +after the important things and left details to others. + +As with every man who is a constructive force in the world of affairs, +Sam's friends and relatives shook their heads--said that he needed a +balance-wheel. + +This was dinned into his ears so often that he finally came to believe +it. So after many Sunday afternoon business discussions, it was +arranged that he was to take into the business his wife's cousin, one +Lemuel Stucker, who had spent twenty years saving $9000 as general +manager for a flour and feed concern. + +Stucker had worked out elaborate sets of figures to prove the needed +economies of management. + +He was so tireless and sincere, so careful and exact, that it was with +a great sense of relief that Sam turned the store over to him. + +Here, at last, was a man who could lift from his shoulders the daily +burden of management. + +Sam's real interest in the change, as those who knew him might have +guessed, was a desire for new enterprise. He had long had an eye on a +fine opening for a clothing store in the neighboring town of +Bridgeville, twenty miles away, and he lost no time in carrying out +this project. + +During the ensuing year he was so engrossed with the Bridgeville +branch that Medeena rarely saw him, and Lemuel Stucker's rather +discouraging reports on the state of business were attributed to Lem's +conservatism and natural depression of mind. + +Lem was Sam's opposite in almost every particular. A small, sallow man +with a black shoe-string necktie and a look of general regret. + +He spent most of his time untying knots in pieces of string, picking +up bits of wrapping paper and sharpening short lead-pencils, and he +was great on buying brooms. + +His effect on the store was one of immediate and prevalent blight. + +You may wonder why the boys did not complain of conditions to Sam, but +Lem was manager--and there is something so virtuous and convincing +about a first-class retrencher. His wise saws and thrifty sayings are +infectious and he makes everybody so low-spirited that they are ready +to catch anything. + +No more good window displays--tacks, colored cheesecloth and other +accessories cost money, and the sun was bad for the goods. + +No more trim on the counters and shelves. + +Stop the high-power electric light in front of the store and reduce +the lamps inside. + +These things did not all occur at once, but so gradually that it was +hard to realize just what had happened to the store. + +The windows got streaky and the inside of the store looked dingy and +cold. + +Then the conservative spirit got into the buying. Nothing but black +cheviots with a few drab and gray worsteds. + +Perhaps it was just as well, for when a customer came into the store +and saw Stucker he thought it was raining outside. + +Sam Lambert had always prided himself on keeping alive what he called +the "buying spirit" in the store. + +Nowadays a customer got a sense of caution. The feeling was one of +disapproval of all extravagance. + +Instead of purchasing a suit, the man wondered where his next month's +rent was coming from, bought a pair of cottonade pants and hurried +home. + +Trade fell off steadily. Affairs went on this way for a twelvemonth +and then something happened. + +Two of Sam's principal competitors were reported to be remodeling +their stores--and what was more, they were going to put in wardrobe +systems and carry all their garments on hangers. + +This aroused Sam and he made an immediate investigation. + +He found that one of the stores had contracted for the old type of +wooden wall cabinets where the clothes hung behind panelled doors. + +But the other was installing glass wardrobes, where the stock would be +on view. + +This discovery cut Sam like a knife. + +He investigated further, and was delighted to find that his wardrobe +competitor, with the temptation to save a few dollars, had ordered a +second-rate type of glass wardrobe, with pull-out rods that swing +inside the case, without a locking device to prevent them from +breaking the glass. + +Without saying anything to Stucker he telegraphed the best wardrobe +concern in the country to send their representative at once. + + + + +CHAPTER III. + + +At eleven o'clock the following day a quiet man wearing double-lens +spectacles and a pre-occupied air came into the store, asked for Mr. +Lambert and was directed to the rear where Stucker was showing Sam the +wisdom of leaving the night covers over the black goods during the day +to protect the stock from dust. + +Sam was so keyed up on the wardrobe question that he heard only about +half that Stucker was saying. + +When the man with the spectacles arrived Sam guessed his mission +without waiting for a word of greeting. + +"You," said Sam, "are here to talk wardrobes; let's see what you've +got." + +"Before I talk wardrobes, or, if you please, the New Way system," +began the salesman, "I would prefer to get a fair idea of the amount +and kind of stock you carry and how you care for it now." + +"Just as I thought," interrupted Stucker. "You're afraid our stock is +too big for your wardrobe capacity. + +"Well, I don't want to discourage you, but when you count the suits on +the table, don't forget to add about 50 dozen pair of knee pants and +odd trousers stored in case-goods boxes under the tables. + +"Remember too, that when you take the tables out, you must find +another place for our last years sweaters, mufflers, caps, gloves and +underwear, as well as all our advance stock of shirts, hosiery and +ties which we keep under the tables because we have no room for them +on our side shelving. You can see it is piled to the ceiling now; and +all that on top is active stock." + +"That reminds me, Mr. Stucker, of a joke your friend Jones, over at +Dennisville, played on Sakes, his partner. + +"Before we remodelled their store, they had a lot of money tied up in +stock piled under the tables like you have. Most of it was odds and +ends--left overs of many seasons that Jones knew even a clearance sale +would not clean up. + +"He inventoried the lot and shipped 72 dozen pair of knee pants to New +York, and wrote the auctioneer to send a check for whatever amount +they brought. + +"The funny part of it, Sakes never discovered that the stock was gone +until about three weeks later, when he noticed a check in the mail and +asked Jones what it was for. + +"You can do the same thing, Mr. Stucker, with your stock under the +tables, and the check you will get will help buy New Way sectional +shelving that will give you about three times the capacity your +furnishing department has now; so it will not be necessary to climb to +the ceiling for your active stock or dig under the tables for your out +of season goods. + +"Before we discuss detail, Mr. Lambert," continued the salesman, "I +have something to say about the practical arrangement of the inside of +the store. + +"The business of a store is to sell goods. A customer may come in for +one item. You want him to buy two or three or a half a dozen. The +easier you make it for him, the less he has to cross and recross the +store to complete his purchases--the more goods you will sell him. + +"What you want--what every merchant wants--and what few have--is a +practical, natural selling arrangement of the goods. + +"The invention of a practical wardrobe merely made the right plan +possible. + +"Our business is to suggest the plan and fit the wardrobe arrangement +to the needs of a store. + +"Every clothing store has its own individuality. Each problem must be +worked out on the ground with a full knowledge of the stock and the +business, the history of the store, the nature of its trade and the +personality of its proprietor." + +Sam's interest was excited. This point of view was new to him, but he +could see the truth of it and he was impatient to get at the heart of +the matter as far as his own store was concerned. + +"You're right," he said, "about the personality and individuality of a +store; and for that reason don't tell me to put the furnishing goods +shelving down the middle of the store. This is a clothing store and +not a haberdashery." + +"Mr. Lambert," said the salesman, "you have hit the nail squarely on +the head. This is a double room, a very different problem from that of +a single store. I looked over the place of one of your competitors +this morning. He also has a double store with much the same +arrangement as yours and I find that he is making a mistake--adopting +a plan that is about five years behind the times. + +"You see, in the earlier days of the wardrobe, there was no such thing +as a center wardrobe. Therefore the clothing had to be hung against +the wall in pull-out cabinets. When the clothing went to the side +walls the furnishings had to move to the center floor space. + +"Such an arrangement is not practical for a double store and the +effect is bad. It kills the first impression of a big store. The +shelving will look bare if it is not trimmed, and if it is trimmed +your big double room looks like two small stores divided by a wall. + +"The center shelving will always have stock boxes piled on top and +that will throw one side of the store always in shadow. Besides, this +arrangement divides the trade and screens half of it from view. + +"The stock is cut in two and looks small. + +"One salesman can not wait on the furnishing goods trade without +neglecting half of it all the time. If you have two clerks, a customer +must be taken from one side to the other for his ties or underwear, +and there you are again, both on one side at the same time. + +"If another customer came along they'd have to stop in the middle of a +sale and refer him to a clerk around in the other aisle. + +"A furnishing goods department should be continuous. The sale of a +shirt will lead to the purchase of a tie or a collar or hosiery. The +goods should be in sight so that they automatically suggest +themselves. + +"You enter this store and the first impression you get is a big +clothing store. That is what you want. Clothing dominates the store. +Furnishing goods and hats are important and necessary side lines. No +one would mistake it for a haberdasher's. You have been known from the +beginning as the leading clothier. That's the reputation you want to +keep. + +"Mr. Lambert, one of the important problems of this store is to house +your stock in new fixtures and at the same time widen your aisles. + +"You can not see how that is possible. It is really the only problem I +have to solve for you, and it is easy." + +The little man with the big spectacles had things moving. He was not +much of a salesman but he knew all about merchandising in a retail +store. + +And he certainly was familiar with every store fixture and selling +device that had ever been invented, its good and bad points, where it +was practical and where it was not. + +"Before a merchant puts money into store equipment," said the wardrobe +man, "he ought to be sure that he is getting the very latest and most +improved models. He owes this to himself as a protection for his +investment. + +"There is always a temptation to save a few dollars by adopting a poor +imitation or some out-of-date device. + +"The latest and best is the cheapest in the end, especially when you +consider convenience and durability. + +"A pretty safe guide is to see what the biggest and best stores +everywhere are installing today. + +"You will find such merchants as John Wanamaker in his Philadelphia +and New York stores equipping his clothing departments solely with New +Way Crystal Wardrobes; + +"Browning, King & Company in seventeen cities; + +"Schuman, Kennedy, Posner, Talbot Company, Jordan-Marsh & Company, +Leopold Morse Company, McCullough & Parker in Boston; + +"George Muse Company in Atlanta; + +"Mullen & Bluett of Los Angeles; + +"Becker of San Francisco; + +"Burkhardt of Cincinnati; + +"Lazarus, and Meyer Israel of New Orleans; + +"And more than a thousand others--all the representative stores of +their localities. + +"These men have selected the New Way Crystal Wardrobes after careful +comparison with every other device on the market. + +"They have found the New Way Crystal Wardrobe the most sightly and +compact--having the largest capacity with the greatest ease of +operation. + +"They find that they show the goods better; that the clerks can work +faster from them; that half a dozen clerks can sell from one wardrobe +at the same time; that one boy can keep the stock in good shape where +four were inadequate under any other plan. + +"They find that the New Way people have basic patents on special +features, such as the New Way disappearing doors that divide in the +center, and slide into the ends of the wardrobe and do not project +into the aisle. + +"The New Way revolving rack with the patent locking device, which +works loaded or unloaded with equal ease--no friction, no leverage, no +noise. + +"They find the New Way low center wardrobes give an unobstructed view +all over the store and are the only wardrobes made that are entirely +practical for grouping in front of a furnishing or hat department. + +"Likewise the high double deck wall wardrobes have more than double +the capacity of tables." + +The wardrobe man illustrated his talk with photographs and backed his +arguments with figures. + +The upshot of it was that he made a complete ground plan of the +Lambert store with a modern selling arrangement and New Way fixtures +in their proper places. + +But before Stucker would admit the wisdom of the improvement, he +argued it from every point of view. + +"The farmer trade," he said, "would imagine that they would have to +pay higher prices for clothing to make up the cost of new fixtures." + +This, mind you, today when the farmer is the most enlightened member +of the community--when he is using progressive methods in marketing +his own product, to reduce his costs and increase his profits! + +Lem acknowledged that the clothiers who are handling the finest +merchandise are fitting up their stores with New Way Crystal +Wardrobes, and he didn't like to admit that the Lambert Store didn't +sell high grade merchandise. + +He conceded that fine goods in every other line of trade are treated +with the care and respect they deserve, otherwise they would suffer in +the handling and cease to be fine merchandise. + +Finally, Lem admitted that the discerning public does judge a +merchant's stock by the way he treats it, so that the store with New +Way Wardrobes as a feature is not only the most progressive store, but +in practically every instance the most prosperous in the clothing +trade of its locality. + +After Sam had given the order his one thought was impatience for the +completion of the job. + +"I must have that stuff all installed so that I can have my opening a +week ahead of the other people. + +"Here, Stucker," called Sam to that gloomy soul, who had gone behind a +stock of work-shirts, while the order was being signed, "we'll let you +dispose of the old fixtures. That's a job that's just about your size. + +"I tell you, Stucker, a natural-born retrencher has his virtues. But +if you give him rope enough he will retrench you out of business. He +never builds anything. If it wasn't for the creative man there would +be nothing to retrench. + +"The retrencher is all right if you don't pay him too much. He is +worth about $10 a month, because you can find fifty of them in any old +man's home that you can hire for less money than that. + +"No, Lem, I won't be unfair. You're not as bad as all that. It takes +all kinds of people to make a world and there is plenty of room for +both of us in this business--there always will be leaks to stop and +work to do for an earnest man who has the interest of the store at +heart. + +"The fault has been in the division of our labor. I'll show you the +way we can get the best out of ourselves." + +"Sam," said Lem, "I reckon I've been looking at the world through a +crack in the fence and I'll have to widen out my view a little. You +give me the books and the sales slips to look after. In the meantime +I'm going to make the most exact inventory this store ever had and be +ready to check in the fresh stock that is to go in these New Way +wardrobes. + +"My talents are all right if I don't try to cover too much territory." + +The two men shook hands. + +All was in readiness on the day set. Everybody in Medeena County came +to the Grand Opening, and Sam Lambert's New Way Store is doing the +business of the town. + + + +***END OF THE PROJECT GUTENBERG EBOOK SAM LAMBERT AND THE NEW WAY STORE*** + + +******* This file should be named 23547.txt or 23547.zip ******* + + +This and all associated files of various formats will be found in: +http://www.gutenberg.org/dirs/2/3/5/4/23547 + + + +Updated editions will replace the previous one--the old editions +will be renamed. + +Creating the works from public domain print editions means that no +one owns a United States copyright in these works, so the Foundation +(and you!) can copy and distribute it in the United States without +permission and without paying copyright royalties. Special rules, +set forth in the General Terms of Use part of this license, apply to +copying and distributing Project Gutenberg-tm electronic works to +protect the PROJECT GUTENBERG-tm concept and trademark. 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