BUSINESS SCIENCE

Evening Post, Volume CII, Issue 48, 25 August 1921, Page 8

BUSINESS SCIENCE

THE COIN OF SERVICE.

, A good point was made last night at the (lecture to the looal Business Srience Circlo by Mr. James Wytie, when ho said ,<hat everyone present, indeed, everyone, should bond his efforts more to the securing than the procuring of patronage, scoured patronage being the only kind that really paid. He. showed how the well-served customer was an institution's best advertisement—the kind of advertisement the firm .could'not buy with any 'other coin than the coin of service. „,.-'

Analysing the sale of merchandise, lie took his audience over the mental" steps taken by the mind of tho customer, explaining in detail how the mind was led to take these steps in persuasion, whether the persuasion be that of the minister of the Gospel to his congregation, 1 the politician to his constituents, the wholesale traydller to the retailer, or the retailer to the generaj public. Ha made the claim that the seven mental steps he outlined were always taken whenever a transaction of anyi kind was consummated. Ho said these steps were always taken in the same order,. happening sometimes so quickly that decision was reached with the speed of a lightning flash. Mr. "Wylio pointed out that while it was admittedly a necessity, rnoiray mffst he earned. He gave a ■very interesting, set of types : of men. Speaking of the man who planned no further ahead than to-day, he called him mentally blind; the man, who planned ahead for only a year, a genoral; the man planning- ahead for a lifetime, a genius; and the man planning for generations yet unborn, a seer.