Document 9JvrLYN75MOd08kR552r0kdye

OCTOBER 1911 N23666 IE A dever parade planned bp Peek** Hardwire Store. Hornell* N. Y. The Little Faint Men are on the job. Making a iloat gives a Jot of trouble, but you are generally well repaid. This is a decidedly original one. * i i Another view of the float prepared by W. S. Cox, Inc., Silver City, N. M., for their Fourth of July parade. These live agents are to be congratulated npon the original display. It is one of the most effective we have seen, and is the result of some very clever planning. On one aide the painters are siding on a staging, while on the other they have ladders. t I 0007-SWP-000118572 -- --- < Copyright, IQll, by The Sherwin-Williams Co., Cleveland, 0. No portion of thi magazine can be used, except by Sherwin-Williame agents and dealers, without full credit being given as follows: "From The $ W P, published by The Sherwin-Williams Co." Volume XIII. No. 6. OCTOBER, iQii Fighting the Mail Order Business Bv S. He Scewart [Tho folIowinK article written by Mr. S. H. Stcwf.rt will be read with a jrroat deal of interest by our agents. Mr. Stewart is our' Chicago Division Sales Manager and is at work right in the stronghold ot the mail OTder houses, so is famil iar with their operations. The solution of the problem serins to be for the merchant to recognize the competition of these concerns and fight it by showing that be can offer goods at just as economical prices and ol a better duality and lurlher. that the purchaser will have the ropujation of the dealer as his guarantee. We shall be glad to hear from our agents IclJing how they overcome this competition.--Ed it o r ..] THIS is a matter that has goods for him. I am informed that their been studied carefully business is run on a very systematic basis by a large number of cona nd that they have the complete co-opera cerns, both -wholesale and re tion of all of their employees. They pay tail, and many schemes have good salaries and offer cash prizes to those been tried to combat the Afail who show the highest efficiency. While the Order House, yet their busi sales they make are confined mostly to the ness has steadily increased, farming trade, they also enjoy a large busi and unless something is done ness from others. They issue a large catalog, by the dealers throughout wherein everything is described in detail, as Mr. s. H. Stew.rt the country towards meet well as the net price, and in this catalog ing this competition on an they give full information regarding freight equal basis, their business will, no doubt, rate to different points, which enables their double again within the next ten years. customer to order without any difficulty. In my opinion there are two reasons for There is no question but what they get a the success of at least two large mail order large amount of business that rightfully houses doing business out of Chicago. First, belongs to the dealers in the different towns. their business ability' and keen foresight in The reason for this, in many instances, is figuring out that money could be made by because many of the dealers when they first selling goods at a close margin of profit, commence to feel this competition, endeavor and second, the desire of hundreds of people to combat it by disparaging the goods and to buy direct. methods of these concerns. While it may be One of the Mail Order Houses in Chicago true that a large number of the products sold over $75,000,000 worth of goeds last they sell have no real merit, yet it is also a year. They handled everything from a fact that they handle many goods that are needle to a threshing machine. At first they standard, and if a dealer expects to regain bought all manufactured products, such as the business that he may have lost, he can wagons, plows, etc., but in recent years they not do so by telling a customer that a cer have either built their own or contracted for tain article he bought was of low grade, the entire output with different factories, unless he is absolutely sure of his ground which lias resulted in a big reduction in llie and has personally examined the goods I cost of these goods, and they consequently referred to. L can offer them to their trade for less money. The dealers should make a canvass through They sell on a very dose margin of profit, out their territory and call upon all of the which they can afford to do, because they consumers whom they know are sending away receive cash in advance; in fact, they are for some goods, talk with them and find out using their customer's money to buy the just what products they have been buying and 65 l 0007-SWP-000118573 then make it a point to find out the merits or the class of goods they have put out has been demerits of the goods, in comparison with very poor, and they have seldom secured a those they arc offering for sale. They will second order from any one customer. They then be in position to talk in an intelligent make strong, if not stronger claims for the way, and if they can conclusively prove, sev paint than any other product, and in some eral different times, to the property owner that localities they' have enjoyed a large business, he is not getting value received, they will soon yet in most instances 1 have found this was induce him to discontinue the practice of send due to the fact that the dealers in. those ing his money to the mail order houses. sections were not reliable or pushers. 1 think that many of the dealers are afraid If they are selling considerable paint in your to talk to their customers straight from the locality, Mr. Dealer, niy suggestion would be shoulder. If they are favoring many of their that you send immediately to them and get a customers by granting them extra time on sample of these different paints, and have goods purchased, they certainly should not property owners from every section of your hesitate to tell them frankly that they were territory' come to your store on a certain day, wrong when they thought it was to their ad and then make a comparative test with the vantage to send their money away from home goods against the ones you are nffering for for merchandise. sale. You will be able - I remember being in a small country store one time when a custo mer came in and asked the dealer (who was The mail order houses handle every thing from a needle - chine. One of the houses -sold over S7 , , goods last year. The dealer should make personal ex to convince every one that there is no value whatever in their paint and it will not be long until Ibis news will be also the Postmaster), for a money order for SI 1.00. This customer aminations before he states comparisons. Find out who buys from mail order houses, then rail to see them. Show how you can give better service. spread throughout your entire section and then if you will follow up the had the $11.00, but did not have the additional 10c necessary to pay for the exchange, and asked The mail order paint business hasn't developed as much as other lines--and won't where the dealer is on to his job. When it comes to paint, the property owners want quality. Get the can open advantage gained by do ing some advertising on paints, you will have the enemy routed and will the dealer to make a er busy. he able to double y'our charge of it. He did so business. without any complaint. In my opinion, he The property owners of today want quality, should have refused to do so, even though this when it comes to the matter of paint, but particular customer should never have come in they have to be shown, and this can be done his store again. By this, I do not mean a dealer in all cases if you are handling the Sherwin- should take an arbitrary stand or do anything Williams' Line and will not be afraid to use that would result in his customer getting the the can opener. impression that he was too independent, yet Summing it all up, it is evident that if the I again say that if a dealer will handle his dealers will simply show their customers trade in a forceful way and demand his rights, that they can buy as cheaply from them, he will gain in the end. quality considered, and will study nut what Many dealers today are issuing monthly is necessary for them to do to convince these bulletins, making a special drive on staples, customers, their sales will quickly increase. which many of the farmers may have been This work will result in securing the busi buying from the Mai! Order Houses. In ness of the best people anyway, and it is sending away for goods, it is largely a mat the good trade that means profit in the end. ter of habit, and if the dealers in the smaller towns will make their stores more attractive and demonstrate to their trade that they can How They Do It in Texas buy' goods from them just, as cheaply as any where else, they' will soon have them where they will be able to change conditions and regain much of the trade that has been lost. I am glad to say that the paint business with the Mail Order Houses has not devel When we send you in a mailing list of parties that should paint, we give them time to get ahmit two or three of your letters, then wc send the painter to them. If he does not get the job, in a few days we send up another. The property owner gets to think ing about painting and looks at his house and thinks everyone is thinking he should paint and he will ask oped in as large a way as on other lines. While there is no question but that they have sold hundreds of dollars' worth of paint. the second or third man to estimate his job; he gives the job to one and we sell the paint. HEREFORD LUMBER CO., Hereford, Texas. 66 I Hr are two food foil window trims. They are very appropriate for this seaaoa of the year and will not five very aonch trouble in curryiuf out. Did you use the window display enclosed in the last SWP? If nnr, yon should do so at once and perhaps carry out the idea shown in one of these windows, too. Your windows are one of your best advertiiiaf mediums. The Price of Paint O your customers who cannot under stand wrhy paint is higher in price than it was ten years ago wc sub mit thefollowingfigures (TableA). Table B is added to show that the painter and carpenter in the U. S. who has used SWP for the past ten years is today better off than ever before, as far as paint affects his earnings. The figures in Table A are taken from the Market Pages of the Cleveland Plain Dealer of April 8, 1901 and April 8, 1911. In 1901 the retail selling price of SWP was $1.50 as com pared with $2.50 in 1911. TABLE. Flaxseed--No. 1. Northwestern (Chicago) Raw Linseed-Oil--5 bbl. lots (Cleveland) Turpentine (Charleston) ........................ Lead (Cleveland) .................................... April 8 1901 $1.54)4 .60 .33 .04H April 8 1911 $2.5634 .96 1.02 .05 Per Cent Increase 66.02 60.00 209.09 5.26 TEN YEARS AGO. TABLE B. TODAY. 10 hrs. labor, at 1/J4c. painter..................$1.75 8 hrs. labor,at 40c, painter......................$3.20 1 gal. SWP .............................................. 1.50 1 gal. SWP.................................................. 2.50 ) 1 gal. SWP equals 84/7 hrs. labor --------- 1 gal. SWP equals 6?4 hrs. labor--------- ii $0.25 $0.70 ] 10 hrs. labor, at 17'4 c, carpenter.............. $1.75 8 hrs. labor,at 45c,carpenter.................... $3.60 1 gal. SWP................................................ 1.50 1 gal. SWP................................................ 2.50 1 gal. SWP equals 8 4/7 hrs. labor -------- 1 gal. SWP equals 5 5/9 hrs. labor --------- $0.25 $1.10 67 1 0007-SWP-000118575 Canvassing for Business. Does It Pay? By B. K. Owes*. S-W Susquehanna, Pa. [There Is no doubt that canvassing for business is decidedly profitable and many merchants make it a practice ti> pay personal visits to their customers. The chief difficulty, however, with many, is finding the time for work of this kind. Mr. Owens is a firm advocate of personal solicitation--he also believes in our Personal Letter System as paving the way to a welcome reception.--iiurioH.j f Y experience who comes here will walk ard talk 15 hours in selling a day if I will only lead him to the prospects. paint is that- you When a firm's traveling men show' in this can work up a way lhat they are interested in vour success, fine shelf goods it is an incentive for a dealer to get out .and trade by letters, hustle. In a canvass of two days last spring, newspapers and Mr. Spettigue and I sold 17 house jobs using circular advertis 217 gallons SWP. What we have done, I ing and sell some know any live Agent can do, so if you have house jobs this not tried canvassing get a list of prospects way, but if y o ti and go after them. You will be surprised at want to capture the number of jobs you can close that would the big end of the otherwise have gone elsewhere. house paint busi If you don't land the order the firsL time, ness you have got call again and keep at it until SWP or some Mr. E. K. Owens to go out after it. other goods are on the house. If you don't This was par know all the good talking points of SWP ticularly true last spring when the average study up and you will have no trouble in property owner had read of the high prices showing the superior quality of this paint of oil and if you mentioned paint in the over lead and oil or cheap mixed paint. store, he would say: "Too high. Will have Canvassing to me is very interesting to wait until paint is cheaper," and would go in the air about the trusts, cornering the oil market, etc. Then there would be sev eral others standing around to join in with work and I find it helps my general busi ness. When a man finds you want his trade badly enough to call and see him, he is pretty sure to look you up when in the mar a discouraging line of talk about high prices. ket for your line of goods. It creates the Against these odds it is hard to sell paint, impression that you are a live wire and most but take the man in his own home and you people like to trade with a live firm. have a chance to go into the matter intelli Try canvassing this' fall, brother agents, gently without interruption. I would take it will be money in your pocket and add to a property owner at his home, show him your rcoutation for selling the best paint how badly his house heeded painting, ex made--SWP. plain the merits of SWP and that the longer the building went without painting the more goods it would take, which would more than make up the increased cost, mentioning that A Letter Sent Out by tbe Foster Hard the advance only makes a difference of three ware Co. to their Paint Customers to five dollars on the ordinary house. The Little Rock, Ark., August 28, 1911. shrewd property owner is not going to let his building deteriorate for this small amount. With a strong line of talk like this I could land the job three out of five times. Dear SirBrighten up time is here again. You are interested in making this a Spotless Town. Sherwin-Williams Paints, Varnishes, etc., are a great help in doing this. The. enclosed folder gives some idea of what a Another good point in canvassing is that you are right on the ground and can meas ure the building and make a close estimate little paint and varnish will do. It will help you in selecting suitable color combinations, how to do the work and most important, "The Right Paint to Use.'* as to the amount of goods it will take. This is a strong feature and combined with help ing select some attractive color scheme goes a long way towards landing the job. No matter what you desire to paint or finish, the services of our Paint Expert are at your disposal free. Call, write or telephone him. . Wc have three car loads of Sherwin-Williams Paints and Varnishes to take care of .your require Right here I want to say that the Sher win-Williams traveling men are the right sort to help in this work. Mr. S'pettigue ments. No matter what sort of surface you want to finish, we have a specialty made for the purpose. Yours very truly, FOSTER HARDWARE CO. 68 I 0007-SWP-000118576 A Practical SHORT time ago The Alves Hard ware Company, Guntersville, Ala., sent us drawings of a paint display rack they designed and we feel that some of our other good agents wili want to carry out a similar idea, in their letter to us these hustling agents say: "Our paint sales were scarcely any before we put up this display. Now we practically have the paint business of this vicin ity." Of course this rack would have been of little use unless they' had been "onto their job," and talked paints and varnishes wheuever the opportunity presented itself, but without doubt the rack is a good advertisement itself. The reproduction of the drawings will en able any ordinary "saw and hatchet car penter" to make it. It is made of pine floor ing, and one of your clerks can easily put it together on dull days and "between times" at a small cost. The floor space occupied is 3 feet 8 inches by 8 feet. Many of our agents who haven't proper shelf accommodation for their paint and var nish stock will find this shelf arrangement convenient as it takes but very little room and can be placed in a prominent position without interfering with the other fixtures. Paint Rack ra ih ------------------------------------------------------------------------JrfC/Ai JW O/JfilAY AACX, B FT ---------------------------------------------------------------------------------^CALE fa //* JPTCH, 69 0007-SWP-000118577 f Did you ever sec more complete end np-tO'datc slock then this? Byrun) Sc Butcher, our distributor* at Dirmiaftam, Ale., hare one el the finest hardware stores in the South. They buy paints and varnishes in car-load lota. Just a Reminder How to Estimate D TID you return the postal enclosed in. the O ascertain the quantity of SWP required last SWP asking for particulars about the for two coats, measure the distance around Flat-tone stencil proposition? If not, drop us the building, multiply that by the average a note today and we will then send you color cards, prices, etc. This is a proposition it'll pay you to investigate. To sum it up briefly: If you put in a $25.00 stock of Liquid Flattone in any of the many colors, \vc wi'l include with it an assortment of wall stencils which retail for $4.70. In other words you can get an extra 20% profit on your investment besides the regular margin. You know' the way flat washable wall finishes have jumped into popularity during the last two or three years. They are being used everywhere--for residences, churches, buildings, stores, etc. S-W Flat-tone is made in a variety" of handsome and artistic shades. It is put up height, which will give the square feet of plane surface, add to this the gables, two of which are usually equal to about one end, to this add 1/7 for lap of siding, waste, etc., divide the total by 360, the number of square feet SWP covers two coats to the gallon, which will give you approximately the number of gallons of SWP required tor the body. Then compute 1/5 of this quantity which will give you the amount necessary for cornices, corner boards, casings and other trimmings. After this ob tain the sqnaTe feet in floors and ceilings of porches, steps, etc., divide each, as before, with 360 which will give yrou the approximate quantity needed. For sash, if it be painted an in liquid form, ready to use, and is applied individual color, add at the rate of 1 quart with a wide brush, saving much labor. We for each 40 windows. For outside blinds, can help you line up some profitable business (usual size) add 1 quart for each pair, two in Flat-tone through the assistance of our coats. For lattice figure 4 to 6 times the Decorative Department. quantity necessary for plain smooth surfaces. \ 0007-SWP-000118578 What is Your Financial Standing Today? By D. C. Luwln (We feci that there are many- problems oJ accounting and bookkeeping which our readers will be interested in having dis cussed through the pages of The SWP. Mr. D. C. Lowles, who has consented to write a series of brief articles (or this magazine, has had many years' experience in all branches of accounting, cost finding, auditing, etc., and will be glad to answer any Questions, which ntav perplex our readers, direct by mail. Address--Financial Problems, c/o Editor, 601 Canal Road, Cleveland, Ohio. Ed it o r .! HERE is no question so im portant, nor one so seldom satis factorily a n s- wered by the re tail store as this, yet after all it is only a mat . ~ r *C.\ .^Z'- ter of simple bookkeeping and making use of the in formation shown by the rec ord. Suppose a possibility to purchase a large quantity -- - of salable goods at a very low price should present itself. Do you know -- whether or not you could take advantage of it ? Very often such purchases are made, but when the bill conies due there are no funds at hand to meet it, 4r _________ ___________ _ // and the extraordinary ef T forts made to raise the necessary funds may not only impair one's credit hut may also cost enough 4 ... SLf fiW1 /y y-ruov to take away a large pro portion of the profit on the purchase. .rz* A*}, f -------------------- -------------T-------------------------- It is important then, to know at any time just . > j..f -- where one stands and the j&.------- , *' only way to do this is to arrange one's method of bookkeeping so that this information is which can be adapted to meet any special readily available. requirements. The first thing to know is "What is the While made up as a daily report, this lorm cash balance?" Next, "What will my future can equally as well be used weekly, by receipts probably amount to?" and then, changing the entries marked "today" to "What have I already contracted to do with read "this week" or "week ending---------- " this money when received?" It is not my With such a report it is a simple matter to intention here to give a complete account estimate the cash possibilities so that pur ing system for a retail store, but to suggest chases may be made to advantage, and the the use of a small daily or weekly report report will also be found to act as a stim from which the proprietor of a store can ulus to the prompt collection of the "Ac instantly obtain a knowledge of just those counts due but not yet paid." Where important facts that he needs. provision is made for showing the previous The illustration shows just such a report. year's figures for comparison they should be 71 ! WHICH HOUSE WOULD YOU PREFER? The Tittle Paint Alan on the Job CampJiellsport, Wis., July 13. 1911. Shervvhi-Wi'luuns Co., Chicago. III. Gentlemen:--Mil work and no play makes Jack a dull boy/* consequently this letter. One ui nnr business m;n just came into the store S and informed me that he was going to have me ar rested for keeping that Paint Man in the window, I claiming that he could not go past here without the fellow making faces at him and made him stop and look hack. I told the man that the Paint Man in the window had jr.st paid for the space which he occupied and therefore he would have to bring his complaint against the mail himself instead of me. This is the first time that anyone entered a com plaint against our faithful little painter but I notice that he stops quite a few people and makes eyes a: them. He has caused quite a bit of comment since his arrival. THIS IMPROVEMENT WAS EFFECTED BTTHE USE OF ^\JhertoinV[M>tJ*s FAINTS He has been at work every day except Sunday from 6 o'clock in the morning till 9 o'clock at night. Thanking you for this aid and hoping that the additional trade will more than recompense you for the expense, I remain. Yours very respectfully, (Signed) AT.BERT SCHWAXDT. rTTTTIS Rawing is a reproduction of one JL made bv Mr. Jack McLeod who assists Mr. Gilbert Mcl^aren, our agent at Port Klgin, Ont. Mr. McLeod has exhibited great talent in work of this kind and as he is still a young man of seventeen, there is a very prom ising future before him. The idea is clever and tlie comparison made in an excellent way. THE letter we reproduce on our back cov er needs little comment only we want to say it is one oi the most effective straight-talk letters we have seen. Jr fairly bubbles over with the "personal feeling** about which we read such a lot. The Brenner Drug Co. are good live hustling agents, they believe in per sonal letters and newspaper advertising. We also show some of the advertisements they have been running. These were prepared by our Advertising Department who furnished cuts i (Continualfrom finer 71) and copy--they will do the same for you. The Brenner Drug Company advertises in put in with red ink to contrast with the cur their two weekly papers and the daily. .Still rent year s figures entered in black. water, Minn., is quite an SWP town. It will be found of advantage to establish definite limits on both purchases and stock on hand, such limits to be governed by their relative value to sales. The cost of operating, covering wages, stationery and supplies, cartage, repairs, insurance, advertising, etc., will repay careful supervision, and in this case also an estimate or limit should be made which should never be exceeded except under very exceptional circumstances. With this report coining regularly before the proprietor of a store, there would be no excuse for ignorance on his part as Lo what his financial standing is, and the operation of his store should be improved, and his profits increased. Thatofrt)h of the hangars of Uit Aero Club, Long Island, N. . Painted with S-W Paints. The woodwork on several of the aeroplanes it varnished with S-W Varnishc*. 0007-SWP-000118580 1 S-W Concrete Finish Dl'KINC, (he Iasi few one. familiar with the subject of paints can years, the use of con- readily' understand that because of their very '1 crete f o r building a nadture, water paints would render little, if ; I slniriiiral purposes lias ex- any' protection from moisture and dampness. "QRCffiv> S f pcricncctl a sudden wave of Then comes the class of liquid preparations in i s H popularity, an;l now this in which the dealer is chiefly interested. By material is being used in lar the majority of the liquid paints, or con ****** the construction of homes, crete surfaces on the market today have as a %i jP buildings, silos and many base linseed oil and to anyone who is un oilier structures. This has familiar with the proposition, this would seem opened up a new field for the use of paint quite natural, hut after chemical laboratory and the dealer who is aggressive and gets work, it has been found that the action of the after this business quickly will find it a alkali which is always present in cement causes splendid outlet for sales. the linseed oil to saponify in practically the ()n account of the extreme porousness of same way' as linseed oil soap is made. When concrete surfaces and their natural tendency this chemical action takes place, the oil natur to absorb moisture, it is essential that they' ally expands and in many cases has a harmful he protected in such a manner to prevent effect upon the concrete weakening its bond or this action which frequently results in sub unity upon which rests its entire strength. sequent seepage through to the interior of After working on this problem for many the building, bringing with it dampness and months, our chemists have perfected a material ruining the decorations. The painting of concrete surfaces is also desirable from a WitXfU HUM . CMMKYf mm decorative point of view because very often the plain natural effect is considered unin teresting and then when it becomes streaked or stained, presents a very unattractive appearance. In order that our agents may fully under stand this proposition, we mention briefly the different preparations that are now on the market and for the sake of convenience classify- them as follows: S-W Concrete Finish Calur Folder Dry powder Preparations. Products with a Tar Foundation. which successfully withstands the most severe Water Paints. exposure tests to which it has been subjected. Liquid Preparations. Instead of the linseed oil we use a special liquid ?;fw The first finishes referred to are mixed with the dry cement before either the water or sand are added. It is claimed that they enter into intimate union with the cement, in fact become a part of it, rendering not only the surface but the entire thickness impervious to water. These finishes, how ever, do not interest the paint and varnish which is absolutely non-injtirious to the surface over which it is applied, protecting it from all action of the elements. The line of finishes which we have produced as a result of our ex periments are made in a variety of handsome colors and are not affected by the free alkali contained in the concrete. S-W Concrete Finish can be used with equally good results for both interior and ex dealer because they are generally handled terior concrete work, floors, plaster, stucco, through the Building Supply Companies. brick work, etc., drying with a semi flat effect Certain products with a tar foundation which is especially desirable. For exterior have been used successfully for such work work the Finish is applied over a coat of S-W d as tunnels, bridges ami tank bottoms hut owing to their color and nature they have not been found practicable for exposed work. Concrete Sealer which presents a suitable foundation for subsequent coats of paint. This sealer is not absorbed by the concrete. Such oroducts are also quite expensive both in These materials are put up in quarts, regards to first cost and application, but for fill halves, ones and five gallon cans. We ing joints and crevices are particularly efficient. shall be glad to send one of our new' color The next on the list is water paints. Any cards and prices upon request. 73 0007-SWP-000118581 A Unique Paint Store A Rather Unique Location for a Paint Store SELLING SWP in a. church! Sounds funny doesn't it? And yet this is what Mr. T.. E. Thayer does. But let us explain. The accompanying picture shows the Universalist Church at Oxford, Mass., and if you look closely you'll see the name Leonard L. Thayer on the sign-hoard. His store is situ ated on the ground floor, the meetings being held on the second floor. This church is recorded as being the oldest Universalist Church in the world. It was built in 1792 and meetings baa'e been held regularly since that time. The lower part has been used as a store for over 70 years, being occupied by Mr. Thayer since he commenced in business about 30 years ago. Oxford was settled in 1650 by the Huguenots and was in corporated in 1711. Mr. Thayer says that being under the in fluence of the church he could hardly do any thing but prosper, having everything to sell from a tooth-pick to a meeting house steeple. Something New in Sample Rooms HEN Coudy Bros, opened their branch at Granite City, 111., a short time ago, their well appointed store, and especially the complete sample room they installed, at tracted much favorable attention among the residents of their city, who came in hundreds in response to an invita tion sent out for their opening day. This sample room, as can be seen from the illustra tion on the next page, is something decidedly novel for a lumber dealer to possess and our agents are being wrell repaid for their original ity and enterprise. In this sample room are displayed 10 doors with wall panels behind them which have been decorated in various colors of Flat-lone, neatly stenciled and complete with baseboard and moulding to resemble actual wall sections. The doors themselves are all different from one another and stained to show the complete line of Hand craft Stains that Coudy Bros, carry-. There are also displayed sections of mouldings, plate rails, etc., and a large colonade fin ished in the best style. The hardware fixtures, too, arc all different designs being intended for display purposes. In answer to inquiry addressed to them, asking what results in business they could attribute to this sample room, Coudy Bros, wrote us the following letter: The Sherwin-Williams Co., Cleveland. Gentlemen:--While we have only had our decorative display rooms finished about three months, we have had all of the Building Contractors, most of the Paint Contractors and nearly all of the important citizens of the Tri-Cities (Venice, Madison and Granite City) to visit and admire them, it is such a novel idea for a Lumber Yard. Paint and Hardware Store lo present an attractive display that it is talked all over. We are having a steady increase in sales of Sherwin-Williams products as well as in our other lines. The ladies are especially interested in the show rooms and insist on having S-W Flat-tone wall paint and S-W' Stains aral Varnish on their homes. One cannot realize from pictures and printed mat ter the heauty and value of these sample rooms any more than a prospective paint customer can under stand what his house will look like when painted by looking at a color card. We are selling S-W goods on all the best jobs. Thanking you for your co-oper ation, Yours for business. COUDY BROTHERS. This sample room measures 14x16 feet and in it the decorations have been done in the best of taste. The hardware and paint depart- 74 r Our euterpriaing ifents at Granite City. 111.-- View of Coudy Br#a/ Sample Room ment is also a model for neatness and arrange ment for displaying their well assorted stock and it is quite evident that our hustling agents have adopted the motto of "Everything in its place." Onr illustration also shows the sign boards on their lumber yard fence, indicating that they sell the highest grade merchandise. Their plan of a sample room could be fol lowed to advantage bv some of our other agents who have the room to devote to it. 75 i 0007-SWP-000118583 So far nobody has been able to discover an acceptable substitute for common sense. Ideas wanted. We would like to hear front atiy of our good agents who have employed any special methods in pushing SWP. We can then use them in The S W P to show our other agents and in this way have one agent help another. Woman--Three ounces ot carbolic acid, please. Clerk--Madame, this is a hardware store ; but--er--we carry a fine line of razors and revolvers. "Be a live wire and you won't get stepped on. It's the dead ones they use for door mats." A woman came into the general store with a jar of butter. She desired to exchange it for another jar of butter. In churning her butter she had discovered a mouse in the churn. "It didn't injttre the butter;' she said to the storekeeper, "and to any one who did not know the circumstances it would taste all right." Taking the woman at her word, the mer chant carried her jar into the back room, transfered her butler to another jar, and the gratified customer took back her mouse butter with a thousand thanks for the accommoda tion. You need advertising to help y o u sell paint. When you run out of color cards, want a new window display or other advertising, just drop us a postal telling what you need. Don't for get that we always want to be of assistance. Clear Minds Have purposes. Muddy minds-- Wishes, "We may live without poetry, music and art; We may live without conscience and live without heart: We may live without friends, we may live without fads; But business today cannot live without ads." Johnny--"Grandpa,do lions go to Heaven?" Grandpa---"No, Johnny." Johnny--"Well, do ministers Grandpa--"Why, of course. Why do vou ask?" Johnny--"Well, suppose a lion eats a minister?" "He real resourceful man," said Uncle Eben, "when some one hands him a lemon is ready wif de sugar and other fixin's to make it tol'able pleasant to take." Small Boy' ( applying lor position as office boy at a factory) : What kind of a boy do you want ? Manufacturer: A nice, quiet boy who doesn't use bad words, smoke cigarettes, whistle around the office, play tricks on the young ladies, or-- Small Boy: Hiilly gee! You don't -want no boy--you want a girl! 76 X I \ 0007-SWP-000118584 f Surit llinilh ( Kik s . i _ -- tm guftuDnrRwUomG-CO. 0007-SWP-000118585 ill S)i laiitanmi HERE'S nothing like get ting a perspective view of your business once in a while. It may hurt, hut it does one good. You know the story of the man who couldn't see the forest because of the trees obscuring his vision. The fellow that's on the inside looking out doesn't always realize how things look to the fellow who's looking in. So, one day, imagine yourself to be a prospective customer and walk into your store; think what the cus tomer would when he enters. Are the windows neat and tidy; is the stock displayed tastefully; is there a general appearance of prosperity; are the clerks well informed and onto their jobs ? These are some of the little things that influence the great buying pub lic. Of course you know them, but try the experiment anyway. j ii 0007-SWP-000118586