THE BOOKSELLERS GO ’EFFICIENT

Wanganui Chronicle, Volume 72, Issue 291, 7 December 1929, Page 18 (Supplement)

THE BOOKSELLERS GO ’EFFICIENT

Efficiency now enters the bookshops, writes L. A. Scoper in the Christian Science Monitor. The only sort of shop where one could be comfortable and happy is to be modernised. One of the chief reasons for buying books is to bo removed. Bookselling News, organ of the National Association of Book Publishers, is urging booksellers in its current issue to study selling The book trade is to line up with the go-getters. The efficiency expert is the modern magician. He makes 100 men do more work than 200 men used to do, in less time. Wc remember an efficiency man once being brought into a newspaper. He went through the business offices, with brilliant results. “Fine!” said thc editor and publisher. “Let’s try him in thc mechanical departments.” • * # *

Thc editor and publisher, by the way, was an experienced newspaper man; he had been for two years a reporter for the Harvard Crimson. It wg.s tin the incredible days before the World War that he acquired a controlling interest in the metropolitan newspaper which then employed us, and thus became editor and publisher. Just then there was much interest in a little matter between the United States and Mexico. Some American warships had been ordered to Tampico The editor and publisher decided he would write the headlines for Page 1. One of his eight-column streamers said: “And the Boys in Blue Are Sailing on thc Job.” Thc head of the copy-desk smiled and sent it downstairs. “It’s his paper, isn’t it?” The editor and publisher, at all events, was much pleased with those headlines. The next evening he decided to do it again. He carried duplicates off to his office; fortunately ho allowed, thc desk to edit it. Two hours later he came back and threw the copy down on the desk. ‘‘Go ahead with the headlines,” he said. “I haven’t time to do them now.” And that ended that. *‘* * * Well —the editor and publisher and the efficiency man went to the composing room “What docs that fellow over there do?” asked the efficiency expert, pointing to a bored-looking person in eyeshade and apron. “Why, he’s a makeup man,” said the foreman. “Better fire him,” said the efficiency expert; “he doesn’t seem to be doing much. ” “Righto!” said the ditor and publisher. “Out he goes!” “Wait a minute,” said the foreman. “It’s just after, edition time now. That man is the only one we’ve got who can put a page together without somone to tell him how.” “Oh!” said thc editor and publisher. “Well, perhaps we’d better let him stay. ’ > “I would,” said the foreman The expedition continued. The efficiency man’s efficency was unimpaired, but the editor and publisher was a little subdued When it was time for him to tackle the editorial department, |he found that other matters required his attention. * * # • Thus it was that the efficiency man came alone into the news room. Thc night city editor, formerly a police reporter was on duty. He didn’t know a hanging participle from a split infinitive; but he knew news. Thc efficiency man blandly introduced himself. “Don’t be afraid,” his tone said, “I’m not going to hurt you. What I am about to do is for your greater good. Just leave everything to me.” It was enough to inspire confidence in the most sceptical. “Now, Mr So-and-so,” he went on, precisely what steps de you take to make sure that you arc getting the maximum of results from your men?” The night city editor fixed him with a cold eye. His exact words shall not be recorded hut their import was that his methods were no concern of his visitor’s, and that if the visitor was not satisfied, he, the night city editor, would be pleased to have him report the conversation to the editor and publisher.

Shortly thereafter the efficiency expert departed without having completed his professional reform in the editorial department. He might get on better in some offices to-day. Nowadays, we understand, they’re building editorial rooms like bank offices. Everybody in one room, with nothing but glass between the cells. No literary editor could ever work undersuch conditions, though. Rule No. 1 of the Amalgamated Association of Literary Editors is that one must work with one’s coat, off and one’s feet on the desk. * * ’* *

But were we not speaking of bookselling? Well, here is what the book trade is coming to: sellng conferences of all clerks are a regular part of the week’s routine in the most up-to-date stores. At these meetings, as well as in casual conversation in the shop, salesmen exchange summaries of new books they have read. In other bookstores an aggressive selling approach is used and the entire force is on the alert to prevent any customer from escaping without at least one book tucked under his arm.”

How many such customers return, wo wonder?

• Now the study of selling is something we have wished for many years might be taken up in a serious way by clerks and salesmen. Our experience of them, broadly speaking, is that they have prevented us from buying much more merchandise than ever they induced us to take

“Everyone is wearing this, sir.” If the man were not hopelessly impercipient, one glance at us would tell him that What the Well-Dressed Man Is Wearing This Year was the last thing in the world to interest us.

“This is a good story; I liked it myself.” Then it is extremely improbable, young man, that we should enjoy it. If only these supermen of salesmanship would make an effort to find out what a customer wanted, instead of trying to sell him anything at all and get rid of him.

It should bo said that Bookselling News glimpses this necessity: “In addition to a discussion of the new books on the sales tables, the store conference group should consider the best way to make the first approach to a customer.”

Quite; but it will take sonic considering to make clear to many of them that some customers know better what they want than the clerk can. Will any considerable proportion of clerks learn this? We are hopeful but not sanguine.