THE ART OF SELLING

Hawke's Bay Tribune, Volume XIX, Issue 83, 26 March 1929, Page 3

THE ART OF SELLING

It costs something, in the terms of money value, to sell anything Selling costs are often as high as manufacturing costs, and. of course, they must be recovered in the selling price.

Trying to sell goods without the aid of advertising is always costly. Cheap methods of selling—the pedlar’s basket, the costermonger's barrow, the stall in the marketplace—are not recognised as efficient. A great deal of personal energy has to be expended to take the selling apparatus to the place where buyers are likely to b 6 found, and to retract their attention. On a higher scale of commerce the trader's shop in a crowded street, his window fitting and display, represent the same 1 id of endeavour, but in the case of shopkeeping, the merchant can do something to attract buyers into his shop He can display his wares attractively and employ skilled salesmen to impress his customers; but unless he does more than this he is trading on the chance that some buyer wil] come down his street, look at his window, enter his shop and listen to the salesman’s talk. All this selling effort costs money, and much of it has to be expended in the form of rent and wages and general expenses in any case. Let the merchant or manufacturers spend a little more money on Newspaper advertising, nd ne will attract the maximum attention to his goods at the minimum cost. Newspaper advertising is a cheap and efficient method of selling crods It can be used to any extent to achieve any desired result—“ Newspaper News.”