so let your judgment influence your use of the other fifty per cent. Begin then by showing the customer exactly what is asked for, even if it is the cheapest stocking you have. If, at the beginning, no price is mentioned, show a medium, grade first, and then up through the various grades until a price limit is imposed, and here the real selling test is arrived at. Bearing in mind the fact that a certain type of customer is never to be diverted from her original budgeted price, there is often the chance of a higher-priced sale if the better class lines are displayed with a “Perhaps madam would like to see these before finally deciding?” They seem to be very suitable for her particular type” (here is the discreetly implied compliment to which most women respond).
Your customer is sure to carry away with her a definite impression of your shop—which she will doubtless talk about when she gets home—and she unconsciously determines in her own mind whether you as a saleswoman have won or lost in serving her.
THE CUSTOMER IS THE REFEREEGood hosiery saleswomen are always in demand, and that makes self-improvement worth while. The saleswoman must make up her mind to think beyond the ordinary routine of selling. Research has produced some beautiful stockings, and the skill of the saleswoman is demonstrated in the display of these, and in her knowledge of their seasonal suitability, allied to their varying recommendations for various occasions of wear.
The rate of progress in selling stockings in a shop is measured by the number of friends made in a year. (Elsewhere in this book it is stated, “Women usually purchase hosiery as needed in any shop in which they happen to be”. What a golden opportunity to break down this statement.)
Be loyal to your business—a business must make and hold friends. Think in terms of service as well as sales, in ensuring that every customer you have the pleasure of serving is immediately put at ease. Every customer—having felt the extended welcome—will go away with a sense of satisfaction. You must be certain that the great majority of those who enter your shop