ART OF SALESMANSHIP

Star (Christchurch), Issue 16668, 25 February 1922, Page 16

ART OF SALESMANSHIP

ft does not matter how good your wares may be—they must be displayed to advantage if you would effect sales. In fact, window-dressing has developed into a science. In the centre of his window a watchmaker put a bowl of water containing a watch which was merrily ticking away. “ Will go anywhere,” he labelled it. Good business resulted from this simple idea. A dairyman who displayed a big model of a cow, hollowed out to form a receptacle for milk, found that customers flocked to be served “ straight from the cow.” The milk was delivered by working the cow’s tail as one would the handle of a pump. Large crowds gathered daily before a hatter’s windows. The attraction. was a wonderful collection of hats from all parts of the world, ranging from the Mexican sombrero to tlie Turkish fez. The trilby and howler of ordinary British wear looked most insignificant beside some of the gay headgear favoured by men of other nations. A specialist in false teeth stationed a dummy outside his “ dental parlours ” which opened its mouth at regular in tervals to show itself, first, as a toothless person, and then as one with a complete set of beautiful, even teeth. Quite a good idea.