BUSINESS LIFE.

New Zealand Herald, Volume L, Issue 15390, 27 August 1913, Page 12

BUSINESS LIFE.

THE MAS AND HIS CUSTOMERS. Direct and sympathetic personal relationship between tradesman—of whatever magnitude— customer is becoming more and more recognised as a powerful factor in business success. Even the cut and dried business letter is becoming more individual in its address to the person concerned. The tendency is reflected in all kinds of businesses, wholesale as »well as retail. For instance, there is quoted the case of & man who, in conducting a moder-ate-priced restaurant saw- his profits dwin- | dling because of competition, increasing rent, and higher cost of foodstuffs. Many of his customers had been with him for years, yet he feared to move to a cheaper district lest the change might lose them. Nevertheless ho moved; and he took most of his customers along with him, by talking *the matter over with them individually as opportunity presented itself. Long before his lease expired, lie began to drop down* at the table with 'this customer or that,; or to engage them in conversation as they went out. He told them frankly that he was -making nothing, and asked their advice as to whether it would be better to boost the prices or to move. He asked their opinion as to whether ho could take his trade with him if he did move. It pleased them that ho should take counsel : with them, and all pledged their continued patronage. He now pays les6 than half his former rent, serves food for approximately his old prices, and is enjoying real prosperity again.

BUSINESS ACQUAINTANCES. Tho British Consul at Philadelphia., in his annual report, comments upon a scheme showing the value which American business men place upon the personal touch. He states that the Merchants and Manufacturers' Association of Philadelphia has recently inaugurated a new method of attracting fresh business to Philadelphia and retaining the old business by what is known as the Philadelphia, trade expansion excursions. These excursions are composed of the president, partners and leading men of the various firms who take part in there;, and the basic idea is that direct personal touch' should exist between the heads of leading business houses; and their customers or prospective customers. i So much of the business nowadays is done by salesmen and by post that ?ery few of the customers are personally known to the members of the firms with which they deal. Customers who have been buying from a house for years and only know it through its salesmen very often leave tho firm with which they have been dealing should the salesman leave, as is often the case, and much of their trado goes with him to his new connection. These excursions are not often for pleasure alone, and every member who takes part comes back apparently convinced of their value. A special train is engaged to stop at the various important towns along the route determined upon, in order that the members of tho excursion may visit the various business institutions in them and get into touch with the leading business men in the various towns in their own particular branch of trade. The Mayor and corporations of. each town are notified upon what date the train will arrive in their town, and on arrival at the station a delegation of the business men, town councils, and Mayor meet tho excursionists, who are then taken about the city and shown all the prominent points of interest, or, if they prefer, they seek their customers in their various business establishments or elsewhere.