BUSINESS LIFE.

New Zealand Herald, Volume LI, Issue 15649, 1 July 1914, Page 12

BUSINESS LIFE.

SATISFY YOUE CUSTOMERS. In the case of many products, the matter of service may seem as important to the retailer even as the quality of the goods themselves. A dealer must, first of all, satisfy his customers. No matter how good the product is, if ho runs short of it while customers are asking for it and cannot quickly replenish his stock, the customer is going to object. If the product is of such a nature that he cannot carry an adequate stock but must take orders and forward them, Tie must be able to tell the customer exactly when the goods will be delivered and to live up to his promise. Yet conditions in many factories make it impossible for the dealer to guarantee the time of delivery. HOW TO SUCCEED. That it is quite as necessary for the advertiser to understand human nature aa it is to have a good article to sell if he .wishes, to succeed, was emphasised recently by Sir William Lever. T. ere are, according to Sir William, two orders of advertising. One man can succeed by one method, and another, adopting quiie an opposite method, :ould make an equal success. "If a man," says Sir William, "is earnest and siLcere, and has a clear idea in hi 3 head, he will be successful." Ho holds the view, however, that in advertising there is a good deal of confusion. " I have been &«tcnished often to find," he says, "that the attention a man ought to give to the article advertised is not always given. The foundation of all is the article itself. Having got that, the advertiser has next to _ consider the presentation, the form in which he is" going to present it, the design of the package and the display of the trademark to be seen prominently in such a wav that any imitator would find it difficult, without placing himself in the meshes of the law, to put on the market a, colourable imitation." And much, in the opinion of Sir William, depends upon judicious advertising. Reckless spending of money serves no purpose. He suggests that the advertiser should first examine the article he is going to advertise, and consider the class of consumer he wants to get at.

INTANGIBLE BUT VALUABLE. As with all intangible things, good will is hard to place mentally. Like reputation popularity and friendliness, it is so elusive that there is Utile wonder its value and its very existence are so froquently ignored. Like character and reputation in an Wdividual-the things which enable anyone to associate with his fellows—good will, is what perpetuates a business. . Good will is that which makes tomorrow'/? business more than an accident It is tho reasonable expectation of future patronage based on past satisfactory dealing. Promiscuous and casual- customers or clients do not pay tile profits. Those who come regularly do. Ihese persons have found the dealer trustworthy, his goods of high quality, his skill and knowledge commendable. They have been satisfied with the treatment they have received in the past and loath, in the absence of some reliable recommendation or special circumstance, - to risk transferring their custom to another.