Document zM6EzgeXaODMRpXy0mERzobm

0007-SWP-000119783 Copyright, 1912. by The Sftemw -U'i/lurws Co.. Cleveland. Ohio .\ii jiurtion nf this magazine can be used, exici.it by Sherwin Williams agents and dealers, without /till credit being given as follows: "Fmm Tue SWP, published by The filierwin-Williams In." Volume XIV. Xo. / i ... tr.j, ;; ... vKM Getting JANUARY-FEBRUARY. 1912 ; '. - Together N a few weeks' time, spring will be here once more, with its bright, sunny days and increased business activities. This is the time when you are looking forward to the opening of the season with eager ness and expectation, and devising new schemes for broadening your business-- giving better service to your customers and increasing your trade. At the same montent, to we too. are planning our spring advertising m^and selling campaigns. This, then, is a good time for us to get to gether. It is a splendid opportunity for us to review our association with each outer, and see whether our relationships cannot be strengthened. Our interests are common, for u we are both seeking more business and new channels for trade. Working singly, each can only do the work of one man, but if we co operate, our efforts will be many times multi plied. In the world of buying and selling, nothing is more important than close co-opera tion between the retailer and manufacturer. It is a significant fact that the most success ful manufacturers are those who offer their trade the greatest help, and similarly you will rre(|iient!y find that the most prosperous mer chants are those taking the greatest advantage of the opportunities offered them. \ot that this is the only cause contributing to the suc cess of such merchants, but because they are good business men they realize the innumer able benefits to be gained. It is profitable for the manufacturer to give every possible help to his local distributors, for the more goods they sell, the larger their orders for his merchandise will be. Both benefit by co-operation. Xo matter what your line of business may be, you will find at least one up-to-date manufac turer offering you many valuable helps for getting more business. Retail merchants are no longer deluded into purchasing some line of goods which looks fine on their shelves-- and stays there. What they want to know is: "How are you going to help me move it? What are your plans for creating a demand for these goods ?" The progressive manufacturer wants to work with his local dealers for their mutual benefit. But the principal trouble lies in the fact that many merchants become so accustomed to hearing about "helps for the dealer" that the words lose their meaning, and are neglected entirely. There are numerous opportunities for consistent team work--the dealer being onto the job and the manufacturer bending his every effort to help. But no matter how anxious he may be to co-operate, or how care fully he has planned his selling campaigns, it won't be a bit of use unless the merchant does his share. We believe in co-operation. We believe that by working with each other, we can make our Paint and Varnish business this spring, the greatest we have ever enjoyed. Our Spring Campaign will soon commence, and full plans will he mentioned in the next SWP. We want to work together for a big. profitable trade, and we want to bring more customers into your store who will not only buy paints and varnishes, but whatever other lines of goods you sell. 1 0007-SWP-0001 Landing the Profitable Paint Jobs How to Use the Decorative Department as a Sales Booster EVERAL day* ago. one of our portune time to discuss this proposition, be agents Jiving in a town of about cause in a few weeks the spring- painting sea 5,000 population, wrote us a letter son will be in full swing and you will be busy which reads in part: "During the getting after the prospects. last year my trade in paints and first, we would state most emphatically that varnishes has increased exactly 47 the work of our Decorative Department is by per cent. In investigating the cause, no means restricted to the larger jobs. In fact. 1 find that the greater part of this gain is due 75 per cent of the requests for suggestions to four complete house jobs which I landed tome from the average-sized home. Secondly, through your Decorative Department. I'm the method of obtaining suggestions is an ex only sorry I didn't use the service before. Of tremely simple one, without any fuss or red- course, I'd heard about it, but imagined it to tape. Thirdly, there is not a cent's expense to be.same-difficult affair, only suited for elab either you or your customers. orate homes and not the average small cot Some of the many letters we have received tager from our pleased agents tell of profitable jobs This, we are afraid is the opinion which landed through this help, and the postal we some of our agents have concerning the serv reproduce on the next page shows an instance ices of our Decorative Department, and so in where the order for the necessary materials this article, we explain the workings of the De accompanied the acknowledgment of the sug partment and tell exactly how you can use it gestions. Lyon and Matthew, our hustling to help you in your business. It is a very op agents at Sentinel, (Iklahoma. merely say: "I 0007-SWP-000119785 ./ i onter of the studio where our artists touch in the attuntrar stencil designs. He spare no expense to trip our agents who use the Decoralive Department ;im mailing the order for the goods this even ing." This is what has happened all over llu> country--many jobs landed without any trouble to the merchant. We want to ask you to send in at least three requests for decorative sketches this spring. We know this is all that is necessary, for when you find it profitable you will continue to work with the Department. I Vc want a chance {<> prove what we can do. This is the plan as briefly and comprehen sively as possible: When you learn that any owner of property in your town or neighbor hood intends to build a new home or re decorate his old one, either interior or ex terior, send us particulars, and we will then prepare decorative schemes for every room in the house, and illustrate them with small wall elevations worked up from the actual ma terials. For the outside, color diagrams are made. You can then give these plans to the owner, anti at the same time, quote prices for the paints and var- . issentblittg the sections showing tiwdhvrk, waft and eei/ing-finish, and mounting them on cards, t )c of these elevations is sentfor each room The matter of sending to us the necessary information is very simple. We illustrate the information blank which we have prepared to facilitate sending in the required particulars. The blank describes clearly the services of our decorators, and asks certain important ques tions about the building which need answer ing. It is handsomely printed in colors and shows several artistic decorative schemes, both interior and exterior, with exact specifications for the materials to use. There are also sug gestions in color, for stenciling fabrics, etc. It is altogether quite a clever folder, and if you would like to distribute some among your customers, drop 11s a card, and we shall mail you a supply. Ask for "new decorative infor mation blanks." They are good features to send out to your trade. If you do not happen to have any blanks on hand, however, this must not prevent you from requesting suggestions. Merely use your own good judgment, and give what particulars you think necessary. Describe the size of the moms, exposure, etc., and if jxissible. mail a fmfamnu-Wnutn Ca vpmuTMettr.' Your poggestioai *nd tketefas Juv* Just been rtcelred. Ibr Alva nil** .Min ..* mdor far M CO*4ltfeU ............. . 11 rite for a supply of these attractive decoratrac foftters *) our suggestions received. I aui mailing the order this rattling," ^f'tT' /`* V. A- - " >1 -B. -J & ^ .`SX.A "" '*> !.--- M----UL T* t i i i It does not matter whether it be a 'i'JtJ,/W residence or a ,'SJJHHt ro/fage--wr are just as wilting to suggest decorative schemes, which sr iitustratc. with wall elevations in color V lb photograph of the building, if it is an old one, of the kitchen. The woodwork of this room or blue-prints, if new. Should this not be con and the chambers is pine. venient, just draw a rough sketch of the The floors of the reception-hall, living-room groundfloor on a piece of paper and mail and dining-room will be oak. the kitchen maple, it to us. and all of the upstairs pine. My customer Here is a letter which one of our agents sent wants at least the woodwork of one of the ns asking for suggestions. It contains just the chambers white enamel, and with possibly the information we need, so it is a good example: doors stained mahogany. How would this < New Town, Ohio, 1-20-12, The Sherwin-Williams C'o., finish work out on pine? There are a number of new bouses to lie X5 601 Canal Road. Cleveland, Ohio. Gentlemen ; I have a customer who is building a new built in the near future. Will you kindly sent! me a few of your Decorative Department In formation Blanks, in order that l can use them in connection with my promoting work? f home and would be pleased to receive both ex i terior and interior decorative suggestions. !The exterior of this house is of pine-siding, i and the roof will be shingled. The house faces will thank you to have the suggestions for the house referred to in the foregoing paragraphs in my hands within the course of ten days. Very truly yours, i the east, and there are a numlier of trees in f the near vicinity, My customer is partial to When the request reaches us it is at once gray body color with white trimming. You acknowledged and passed to an experienced will, however, give other suggestions as nothing decorator who prepares suggestions and speci has been definitely decided upon. fications. It then goes to one of the artists This is an eight-room house, the lower floor whose work it is to prepare and assemble the comprising the reception-hall, living-room, din sections comprising wall, ceiling, woodwork, ing-room and kitchen. Upstairs are four etc. Samples of suitable fabrics for the cur rooms and bath. The woodwork downstairs tains, portieres, etc., are then attached to each is of oak in all the rooms with the exception suggestion. Everything is complete. Our U U"A. v < * * O' V 0 & * VW _-Of Sketches simitar to these, prepared with the actual materials, we send with each set of suggestions, for r-vrry ream in the house. .V/i charge is madefor this work, either to you or your customer 4 0007-SWP-000119787 decorators will even name appropriate styles of furniture, nigs, etc., if desired. We show a photograph of a set of decorative suggestions for a complete home--one special elevation for every room. These are not "standard" suggestions made up beforehand, but are prepared specially to fit the exact house for which they have been requested. The color elevations are made up from the actual wall and ceiling materials with stained or enameled woodwork, etc., neatly mounted on stiff card board. ()ften there are two or three suggestions for decoration. 1 am very much pleased. Expect to use choice No. 2. Notice that ('. M. Sperry has the goods. Kindly mail your bill at earliest convenience. Thanking von for your aid. lam. Respectfully, C. O. JNGERSTADT. Of course, as we mentioned before, there is no charge for the suggestions, and if you have the sketches sent direct to your address--as many of the agents do--the customer will often think you have gone to great expense in helping him. This is a earner of the Decorativr Department. about s,iiit /t you have heard so much. 1/ is daily helping /tinny ityenIs la land the profitable paint and varnish jobs. Do you use it.' ifnot, read hose simple if is io obtain expert decorative suggestions for your customers, free the more important rooms from which to choose, and in the letter which accompanies the sketches the owner is told the reasons why certain colors have been selected. There are also general hints concerning other matters of interest. That the owner of the home is delighted with lhe color schemes has been proved fre quently. The following letter is an illustration: Colorado Springs, 11-1-11. The Sherwin-Williams Co., Cleveland. Ohio. Gentlemen: Received your suggestions for drug-store It is an easy matter to learn who is building in your town; if you don't hear of it through some of your customers, you can get the news from the building permits of your local news paper. Just a word about the permits, also. When you are too busy to send in definite particu lars, tear the clipping from your newspaper and mail it to us. We shall be glad to write the owners, that through you, they can obtain expert advice on their decorative problems. This is good advertising for your entire store, because when a man is building, there are lots of things he needs besides paints and var- r Do you readyour buildingpermits ? Here's the way many ofour live agents keep us busy. Simply elip the permits from your newspaperand mail them to us--we'll send our advertising at once, and leu the home-builders thatyou sellgoodpaints and varnishes, and other things they need. I('hy not look through today's paper? nishes, and it is a good time to secure his business and make him a steady customer. This work is, of course, separate from our personal-letter system, for which you should send us the names of customers whose homes need repainting. We have an excellent system for following up the building permits, and whenever we succeed in interesting one of the prospects, you are at once informed by means of a special notification blank, so you may get after the owner and give prices and other necessary details. In all our correspondence we mention your name as being our local agent. Make up your mind to land some of the profitable paint and varnish jobs this spring, through the co-operation of our Decorative Department. We are here to help and only ask an opportunity to do so. Big Business WP still continues to cover the earth --in some places a little more thor oughly than others. Dotted all over the world are many towns and cities, large and small, where SWP has painted a name for itself in bright, permanent colors that defy the ravages of Father Time and his fellow con spirators, the wind, the rain, the sun, and snow. Mr. V. W. Fretwell, our good friend who is with the Jackson Hardware Company, Jackson, Ga., writes us as follows: Editor The SWP. Dear Sir: We are furnishing SWP to paint a whole towi (every house). Can you beat it? The name of this town is Pepperton, Ga. This is a Cotton Mill town and is located about one mile from Jackson, Ga. There are between 75 and 100 cottages in the town and they are all painted with SWP. This is the way they are painting the houses: SWP No. 479 is used for the body and No. 353 is used for the trimming of the first house and then No, 353 is used for the body and No. 479 for the trimming of the second house, and so all the way through, which makes them show, up to a good advantage. Pepperton is on the main road between Jackson, Ga. and the famous summer resort, Indian Springs, Ga. Right here we beg to state that this is one of the best known summer resorts of the whole South, and it is only five miles from here. We have devoted one window almost exclusively to advertise SWP and we think it has helped to sell SWP more than any other way we could have used for advertising. We have furnished SWP for both outside and in side work, for a good many houses here in town, and hope to furnish more than ever, in the future. Here's luck to you, and also here's hoping that we will sell more SWP than any other house in the Southern States. Yours very truly, V. W. FRETWELL. Pretty good work, eh? But they are not without competition in the field, for news reaches us that the town of Electric Mills, Miss., owned by The Sumter Lumber Com pany has recently purchased a solid carload of SWP for "brightening up." The order was sold through Mr. T. Affleck, who was our Top-Notcher representative for 1911. i ' I Si i i + 0007-SWP-000119789 Fighting Price Competition By H. C. Woofay. of C. F. Woolley. S-W A**nt, Chlceto HAVE been much ginning of our real effort in paint selling. The interested in the re reader will appreciate that real effort was Icent accounts appear needed to sell a good paint when the highest ing in The S IV P price of competing brands in our immediate from month to month, neighborhood was fifteen cents a gallon lower in which Sherwin- than SWP. while Chicago department stores Williams' Agents sell paint (?) at fifty-nine cents the gallon and from various parts of pure white lead (!?!) at two and one-half the country have set cents the pound. We concede the country mer forth their experi chant has troubles of his own with mail-order ences. One remark competition, but those who patronize mail able similarity in all order houses, buy without seeing, wait for de the accounts given livery (often a long wait), foot the freight thus far, is that every bill, and pay cash in advance; while in a big Mr. It. C. II 'natter article I have read city, a person can go to the big department: was written by a hust store for five cents car-fare and have his pur ler, Perhaps upon second thought, I should chases delivered to his door and pay on de not call this similarity remarkable, for no one livery. I mention this to show the competi cun sell Sherwin-Williams' Paint or any other tion a city dealer has. and the paint prices pre article of high quality unless he is a hustler. viously mentioned will make clear what he has It is also interesting to note in some of the to contend with, in a householder who judges accounts given, that the writers sold the Sher- paint values by such prices. Williatns' line as long as ten or twenty years. But we did not propose to be beaten by any This lias not been our experience. We have competition without making a strong fight. If sold paint but a little over five years; in that your price is higher than that of your com time we have changed our entire stock three petitors' the only way to win out is to prove times. Lest you faithful S-W dealers regard that your wares are worth their price. We did us as extremely fickle, an explanation will this by knowing our goods, by knowing the serve to prove us more wise than changeable. very formula of SWP. We explained to our We started to sell paint in 1906. The line we customers the per cent of lead, zinc (and in took mi had neither the quality nor the adver tints, of silicate), oil, dryer and color put into- tising that is back of SYVP. If we wanted to SWP, and just why each amount of each in build tip a paint trade we saw it was necessary gredient made the best composition. If a cus to make a change, and that we did a year later. tomer talked lead and oil to us, -we showed how The next line was an improvement over the the lead in SWP gave the covering power, first in every way, but financial difficulties in how the zinc gave it the spread, and the silicate the 1007 panic temporarily crippled the manu increased the amount of durable pigment. We facturer, and once more we were compelled explained that fine machine-grinding was far lo put in a different paint stock. superior to a mixture stirred by hand. 1-ooking about, we had seen something of Many lead and oil orders were changed to the advertising back of SWP, and we wrote read Sherwin-Williams' Paint after a talk of The Sherwin-Williams Company to send a this kind. And lest some "wise" customer man to talk paint with us. The representative should question us about different brands, we came; he was prepared not only to quote prices secured a copy of the North Dakota Paint and explain his proposition, but he had a book Bulletin. No. 70, This gave us the analyses of photographs showing the complete line of of the most prominent paints on the market. ad-matter back of the goods he was selling. We used this, not to advertise some other The advertising impressed us as it must every brand by mentioning it, but as a means of live S-W dealer, and we placed our stock order showing how our formula was better, when shortly after. a competing brand was mentioned or called (living our order for SWP marked the be for. 7 W-'A. 9 ^ ~ri* v: r> ?* ii. ,':yv *t * "jfcij. fj- - -- Our line of Brighten up with SherwinWillitim Paints and Varnishes C. F. WOOLLEY 2937-45 Archer Ave. builders' hard ware and mechanics' tools' is complete C. F. WOOLLEY 2937-45 Archer Are. Has the storh called? Look oeer our line of gu-carls All kinds at reasonable prices . SWP made to paint buildings C. F. WOOLLEY 2937-45 Archer Ave. with, inside and outside C. F. WOOLLEY 2937-45 Archer Are. Sherwin-Williams Faints and Varnishes Beat Quality All Here We hare almost j everything ynu i need for house cleaning or brightcn-up limej C. F. WOOLLEY 2937-45 Archer Ave. Gas plates, oil Sherwin- and gasoline vrf&yJ) Williams # stoves are convenient and kCr Varnish, keep the kitchen' CdUal Just as good warm Sec our lists Sherwin-Williams Paint C. F. WOOLLEY C. F. WOOLLEY 2937-45 Archer Ave. 2937-45 Archer Ave. Of course, the foregoing method of selling could be used only on actual customers in our store. To get new trade, we made good use of the many advertising features supplied by The Sherwin-Williams Company. We fur nished the Advertising Department with a list of names of prospective paint-buying prop erty-owners in our neighborhood, we used the different window trims furnished us, made good use of the store and window signs and color cards, and connected the Little Paint Man with our advertising where possible. We have a check printing National Cash Register, and on the back of the checks are advertise ments of our different lines of goods, each one introduced by a cut of the Little Paint Man. Another method which helped us sell paint was to open a conversation with hard ware customers while making their purchases asking them in regard to the work they had on hand whether they would not need a little paint. Frequently the answer would be "Yes." Combining our own efforts with the adver tising and quality of the Sherwin-Williams' line overcame much competition and built up a healthy paint trade for our locality--a locality in which dealers declared the people would not pay for high-quality merchandise. We handle Sherwin-Williams' Varnish and s[>ecialties as well as Sherwin-Williams' Paint, and we believe that the S-W agent even of twenty years' standing will not blame us for changing our line as often as we did, but will consider us wise for joining hands with the Little Paint Man and asking him to help us cover our part of the earth with SherwinWilliams' Paint. t t Frank B. McKinney Son conduct a inode, paint and varnis/i store at Tropica. Cat. One window is generatty devoted to Sit 7' Att the handsomefixtures are in Ca/ifornia ifission style. Frank H. McKinney - Son fa/iere in neat, businesslike and a/irac/ive interiors 0007-SWP-000119791 Testing for Adulterated Oil By C. M. Durbin. Muaicr 3-W Unwed Oil Department Lit >l'T a year ago an article ap peared in The S IT P on the sub ject of adulterated linseed oil in which we offered to analyze, free of charge, any sample of linseed oil or so-called linseed oil that might be sent us for such purpose. As a result of this, a great many samples were sent in, mine of which gave the name of the manu facturers or the origin of the oil, and it may be if interest to know something of the results. I'robahly half of the samples were found to lie pure. A large number were adulterated, could be used on a painting job without caus ing more or less trouble. Mineral oil is the principal adulterant be cause it is the cheapest. However, certain vegetable oils arc used to quite an extent, the principal one of which is soya oil. It is not possible to add any vegetable oil to linseed oil without retarding the drying properties of the latter, but up to a certain limit, say about 25 per cent, it is practically impossible for any chemist to determine absolutely the character of such adulterant. In fact, in many instances it is impossible for him to say positively that many of them very heavily with various cheaper products, mineral oil being used most extensively. The following extracts from the Laboratory 'epi.rls are taken at random from our files: 11) Samples marked "Linseed Oil--Raw and Roiled." The raw linsee! cal was found to contain ap proximately 53 per cent of mineral oil. Tlie lioiled linseed oil was found to contain approximately 54 per cent mineral oil. < 21 Sample marked "Linseed Oil." Contains approximately 55 per cent mineral oil. <3.i Sample marked "Boiled Linseed Oil." Contains about 40 per cent petroleum oil. <4! Sample marked "A" Linseed Oil. This sample consists of about 60 per cent vegetable oil and 40 per cent mineral oil. <31 Sample marked "Raw Limeed Oil." l-'rom the low iodine value and high evap oration loss this oil does not appear to be pure linseed oil. Mixed with drier it does not dry as satisfactorily as S-W Raw Linseed Oil. <6> Sample marked "Raw Linseed Oil." This oil contains no mineral oil. The iodine value, however, is lower than we are accus tomed to find for pure raw linseed oil. (71 Sample marked "G" Boiled Linseed Oil. from the constants of this oil it would ap pear that it consists of about 60 per cent lin seed oil mixed with other oils, mostly mineral. <i*i Sample marked "Raw Linseed Oil." The iodine number of this oil would indicate adulteration with some other oil of lower iodine value. It contains no mineral oil. < 01 Sample marked "Raw Linseed Oil." Specific gravity .8972. Contains 40 per cent mineral oil. the oil has been adulterated at all, nothwithstanding the oil having a low iodine value, be cause poor quality flaxseed may produce oil of a similar low iodine value. This, however, does not alter the fact that good results cannot be obtained by the use of such oil. and only emphasizes the impor tance of using only high-grade oil of known purity. The buyer can make sure of getting such oil by buying only wtll-known and repu table products and refusing to accept anything else. Make sure that the oil you buy bears the brand of a reputable crusher, and that the package has not been tampered with in any way. We appreciate that a temptation exists to buy oil that may be offered at a few cents under the market price of well-known brands, but can the dealer afford to take the chance? The odds are very much against him, for instead of effecting a saving, he is actually paying more for the real linseed oil which the package may contain than if he paid the higher price for the pure article, and in addition runs the risk of jeopardizing his trade by reason of the unsatisfactory results obtained from using such oil. These illustrations give some idea of the im mense amount of adulteration being practiced at the present time, for the samples were re ceived front all sections of the country and not cimfined to certain localities. Not one of them -Vf-w ] hrr's tjret'iittgfront Exilicit, 'The Point Man.'' IVorccsfrr, Mass. J Protecting Your Store From Fire By D. C. Lavlaa ^OO much importance cannot be 8 given to the subject of fire protec- SS tion or preparedness against fire, fl especially in the paint and varnish n industry. The fire loss in this coun try is a tremendous item, amounting J in 1910 to over two hundred and ful in ordinary situations if recharged suffi ciently often--once or twice a year. Get the kind that are approved by the New York Board of Fire Underwriters. Having provided insurance and apparatus, the really effective and most often overlooked part of "Protection" comes in. That is con fourteen million dollars, and the greater part of stant, personal vigilance. Appoint yourself it is undoubtedly due to carelessness and lack and every one of your clerks members of a of preparation. In many cases we find business vigilance committee, to maintain such condi concerns and small dealers ruined by a destruc tions that a fire, except from outside, will be tive fire because they have not had the fore impossible. Keep your store absolutely clean, sight to carry proper fire insurance, and have especially the dark corners: look out for waste been left without resources enough to get back or rags, do not harbor waste-paper or rubbish, into the game. Remember too, that your credit supply yourself with metal rubbish cans with is increased by ample fire protection, as no covers, and burn contents every night; keep business house or bank will knowingly grant your old boxes and packing-cases neatly piled credit to a man whose store and stock is not in the yard, not in the store: and above all, properly protected by insurance. do not permit smoking or matches (except the Perhaps the first and most necessary prin safety variety) on the premises. If your cus ciple of Fire Protection is: Get insured. Find tomers will smoke when they are in your store, a good, sound reliable company, there are many keep an eye on them, as careless smokers, you of them--and get that company to carry your know, are responsible for a large proportion risk. They can afford to do it--you can't. of fires. They will inspect your premises and, if you Then lastly, keep all exits free of access; ask them to, make many valuable sugges do not block them by piling stock in the way, tions for the prevention of fires, which after and do not keep them locked. If a fire should all is the important thing, as you can easily occur in your store or building and should get afford to pay the premium, if no fire occurs. beyond control, it is mighty handy to he able Keep in your safe a detailed appraisal of your property: Furniture and fixtures, and stock (at last inventory), so that you will know just what you are insuring. Do not forget, too, to study your policies very carefully-- to get out and to lose no time in doing it. Make sure that your clerks know how and where to get out, and know in what way to give the proper signal to the Fire Department. And by the way, keep on good terms with your take nothing for granted, not even what the agent may tell you, as no agreement is valid that is not written into the policy. An error in your policy, or the innocent breaking by you of one of its provisions, might make your pro tection valueless. Next in importance to getting insured is good apparatus for fighting fires that do occur. It depends a good deal upon the nature, size, and location of your business, as to what ap Fire Department, have the men come in and look your store over once in awhile--it may help. Having done all these tilings it is to be hoped you will not have a fire--but if you do. you will have the satisfaction of knowing that you were prepared and did your best to pre vent it, and best of all, that the means will be forthcoming from the Insurance Company to replace your loss. paratus is required, but it is always better to be over, than under, supplied, and you will usually be safe in following the instructions of the Insurance Company's inspector. Wher ever oils, varnish or gasoline are stored, a lib eral supply of sand, in buckets, should be kept handy. Chemical extinguishers are very use N Mr. H. C. Woolley's interesting article, he mentions the cash register tickets which he Iuses for advertising S-W Paints and Var nishes. Our enterprising agents. The KylcHardware and Furniture Company of Erie, Kans., also use this scheme with great success. 10 t + J 0007-SWP-000119793 Selling Goods Across the Counter By C. P. krin, S-W 5ri Manager, Philadelphia ROM the time when salesmanship first became recognized as a busi a ness science and a profession, men more or less fitted for the task have written and talked on the subject, each from a different view-point. Unfortunately, to my mind, how ever, they have, as a rule, passed over one of the most, if not the most important factor in the business world today. 1 refer briefly to "Hath miwnfartitrers say they are the best" Counter Salesmanship--the art, the science, the ability not only to make a sale, but to do so in such a manner as to make the buyer feel that you actually conferred a favor upon him, ami created in his mind the determination to personally see yon when he again makes a pur chase. 11 is a universally accepted fact that the ma jority of failures in the retail trade are caused principally on account of poor salesmanship anil inferior stocks--these two go hand in hand, and it is not long before stores with this combination are shunned as surely as the house with the contagious disease-sign on its door. < hie of the surest ear-marks of a poor sales man is indifference--a business disease as fatal as Bubonic Plague and one that has claimed many more victims. The writer once stood in a fine, big hardware store in New Jersey, talking to the representa tive of a large manufacturing concern; a cus tomer came in and walking up to the counter, asked one of the clerks for a certain article of merchandise. The clerk threw two articles on the counter, and in an off-hand, indifferent way. said: "Here's one at a dollar and a half and here's another at two and a half; both manufacturers say they are the best made." Now to the ordinary retail buyer, hammers are hammers and saws are saws, so if the dollar and a half article was as good as the two and a half one, he was naturally one dollar in picket by buying the cheaper. Fortunately the man to whom I was talking happened to represent the manufacturer making the two and a half article, and quickly stepping up to the counter, said: "Excuse me, sir, I would like to show you the difference be tween these articles." So with quiet, forceful skill he explained the difference in quality, in durability and finish and as a result the cus tomer purchased the two and a half article, thanking his informant and saying that he found it economy never to purchase anything but the best. Incidentally the proprietor of this store made seventy-five cents on that sale, while he would only have made fifty cents on the sale of the cheaper article. I might add that the last time I heard of that clerk, he had been left a little money, opened a store of his own and failed inside of a year. No other end for him was possible. Indifference did it. Among the necessary qualifications in order to become a successful Counter Salesman, I consider the following most essential: Knowl edge of your line, knowledge of human nature, courtesy, enthusiasm. If you claim a certain article to be the best, you must know why it is so, and be able to con vince the buyer that it is. If you don't believe it, you can't expect your customer to. There are all sorts and kinds of buyers. You must study the peculiarities of each one and learn how to approach him from his most vul nerable side. Every buyer has a weak spot; you must learn to find it. Be courteous to every customer under every condition, remembering that the five-cent pur chaser of today may become the fifty-dollar customer of tomorrow. And above all, culti vate enthusiasm, for without it, success is im possible. The President of the largest concern of its Deflfy fie explained its merits and she bought it i'L . * v4 Vc &. >* V' it kind in the world, m a book he has written en titled "Business Success," has the following to say cm this subject : "Enthusiasm is to business what patriotism is to an army: it gives zest and inspiration to its transaction which is a power of tremendous force. I would rather have ten enthusiastic men around me in developing a business than a hundred of the same capacity who lack en thusiasm." Another important thing to remember is that when you have wrapped up an article that a Thefive-uni purchaseroftoday may If /At fifty-dollar customer oftomorrow buyer has come in and asked for, you haven't made a sale; you have simply been a medium of exchange, and any ten-year-old boy could do the same. But when you have sold that man something he had no idea of buying when he came in--then you are a Salesman. There's a wide difference between an order-taker and a salesman. Some years ago, I was in a store, when a woman came in and asked for a certain article. The clerk very agreeably took it down from the shelf, brushed it off and laid it on the counter, hut did not wrap it. The woman handed him a tive-dollar bill: he stepped to the. cash register tor change ami with it brought back a liottle of furniture |*>lish. Deftly he explained its merits and she lx night it. Then he reached for a bottle of gold paint and a plaster image all bright and glittering from a fresh coat of gilt--she bought the gold paint, and before she knewr it, had purchased a can of stove-pipe enamel, a bottle of ammonia, three or four brushes and some ofiher articles. She received eighty cents change from her five-doilar bill, and went out happy. Later I asked the clerk why he had not tried to sell all these things l>efore she handed him the money. "Because," said he, "I al ways want to see their pocketbook first. If they've got money, 1 will see to it that most of it stays here: if they haven't, there's no use of wasting my time or theirs." That clerk was a Salesman ami two years, ago bought his former employer out and is. conducting a flourishing business on one <>f the important streets of a large city today. But do not take this to mean that only i the cities and the larger towns can success he accomplished. Far from it. The place is of no consequence, its the matt always. It has been said and truly so, that the strongest possi ble successful business combination consists of good men, good business methods and good goods: a combination that will win anyu'hcre. everywhere, any time. every time. The chief factor is always the man and his personality. Put personality back of good methods and good goods, and whether you be merchant or clerk, success will come to you as surely as tomorrow's sun will rise. T { t d i ir This immense bom, belonging to Mr. Geo. L. Hyslop. ofDesltler, Ohio, is considered to be one ofthe best in the Stale. Aftercareful investigation hr used SIVP, bought (rom the Lytle Lumber Company This effective display mis prepared by our enthusiastic agents, the Shattuck Hardwire Co. for the G>un/y Fair at Muskogee. < Oklahoma. They have only sold Sll'P for fwyrais, bn! do a big business 12 '7 0007-SWP-000119795 Painting Cypress Properly By E, W. Lntea, Gcnenl Suprtot4it of Paint Msnufactnrln*. QeveUia HIS very valuable T and useful wood is probably subject to greater range of varia tion in structure or con dition as it comes to the painter, than to any of the other woods which are commonly used in building work. Cypress utipainted, will probably survive a longer exposure to the weather than any other wood which is avail able for building pur poses. It seems quite fair to assume that this property of endurance is due to some peculiar difference in its com[K)sition rather than to any special difference in its [(articular structure. Such observations that the writer has been aide to make have led to the conviction that those elements of composition which render the wood so impervious to water and resistant to exposure of the weather, are also rather antagonistic to paints. For that reason, in painting this wood the procedure should differ materially from what would be considered good practice in painting such woods as white pine and poplar. These statements relative to the character of cypress are meant to apply to the average pro duct. it being conceded that in selected kilndried lumber, the special characteristics to which some stress has been given, would be much less in evidence: nevertheless, they will be present and must be reckoned with. Generally speaking, the priming coat is the mi >st important of all in painting, and it is in this coal where practically all of the allowance must be made for different conditions under which the painter may be working. In pre paring primer for porous woods where the ab sorption is great, it is logical that very little pigment should be used, letting the primer con sist almost entirely of raw linseed oil and some spirits turpentine to facilitate penetration. This character of primer well brushed, sinks into the wood and after becoming dry supplies a solid and enduring foundation for the suc ceeding coats which are to constitute the regu lar paint film. Where the wood is of the general character, such as is represented by cypress, i. e., much less absorbent and further inclined to be detri mental to the proper drying of paint --then the preparation of the primer must be varied to meet the different condition. As the penetra tion of the primer is bound to be less, it natur ally follows that much more of the priming coat will lie on top of the wood, and extra care must be exercised to see that the composi tion and preparation of the priming coat is such that it will dry- thoroughly and be well bonded to the wood. If the primer consists too largely of oil, then the drying is likely to be impeded to an extent that when the paint ing is finished, blistering or [reeling may result. More turpentine should be used to facilitate penetration as much as possible, and this will at the same time assist the drying and hard ening. It has also been found that the substitution of benzol for a portion of the turpentine, gives even better results owing to its powerful sol vent properties. After the priming has been properly done, the balance of the painting should be proceeded with, in substantially the way as would apply over other woods. I have a letter before me in which a painter says he finds the paint to raise the grain of cypress, and that he uses a coat of shellac with good results. With reference to raising the grain, it is the writer's opinion that this is due not so much to the character of material used for finishing, as to the fact that the lumber may have been wet or green when surfaced, which, after drying allowed the softer portions to recede from the flakes. This condition would be more apparent after being painted. There could he hut one good reason for the use of shellac for priming on outside work, i. e.. the failure to secure proper drying of oilpaints, about which there should lie no great difficulty, provided the lumber be dry and of a fair quality. Selected cypress being beautifully marked and of pleasing color, lends itself to interior 13 z.y;:A. 1 -ftvL iv ? y-^viL : <>.. -n. t m- j .. . Look Out! About March 15th our big Spring Campaign issue of The S lF P will be mailed to all dealers who sell the Paints and Varnishes that Cover the Earth. It will contain our complete plans for working with you, together with definite, comprehensive business schemes which you can use in making this spring the busiest, most profitable paint and varnish season you have ever enjoyed. finishing ami where it is desired, stains rang ing to the brown tones give perhaps the most pleasing effects. W here the wood is to Ik * finished in the natural, the color is preserved best by the application of a thin coat of shellac tor the first coat. The application of oil or ` varnish directly to the wood, causes it to ;i darken somewhat. j / V\'E of our representatives m Texas lias } originated a very clever advertising idea i which is being used by quite a number of his agents. He has had a rubber stamp made with the following lettering which he prints on our agents' statement blanks and sends together with a folder on SW'P to their mailing list: "Please remit. About this amount will be due after you have painted your house with S\V I If you are in line for paints, varnishes or stains let ns figure with von. We carry a full line of S-W products." (Jn the statement he fills in the amount which he believes it would cost to paint the house. Our representative reports that his agents are very much pleased with this little stunt, and perhaps some of the readers of The S Iff/0will want to carry out a similar idea, Of course it is not necessary to have a rubber stamp made as the words can easily be filled in with pen am! ink or oil a typewriter. Make up your mind to go after this trade in an energetic and aggressive manner, because everything indicates that the spring of 1912 will be a busy painting season, and as always, the business will gravitate to the man who works for it. We want to help, so get your lists of names ready for our "personal let ter," see your stock is in good shape and map out your plans. Get an early start before the other paint dealers in your town are out after the business. Don't forget March 15th is the date! TheLeading Hardware House AtttNTWh Sh e r w w -Wil l u n s 1912 JA]WJARY 1912 SUN MON TUE WED THU FRI SAT MiM 1 '2 3 4 '5 6 7 8 9 10 11 12 13 14 15 16 17 *18 19 20 21 *22 *23 24 *25 26 27 28 '29 30 31 Im I4.FJ*** li* Mr, Owens, q u t enterprising agent at Susquehanna. IPa., distributed this attractive calendar, printed in tuns colors, among Ms customers. It is safe to say that * he wiltgetfullvaluefrom his investment. Mr. i keens issues many clever advertisingfeatures of this kind. 14 I f II l I I K 0007-SWP-000119797 A Page of Photographs What Our Agents are Doing THKRK art* so many clever advertising distributors in touch with what their fellowideas which our agents possess, that we agents are doing, so whenever you have some are always anxious to receive pictures or des cheme which you consider specially good, scriptions, so that we may pass them along. send it to the Editor, Sll'/\ 601 Canal The .S'If'/'is published to keep our local Road, Cleveland, Ohio, The gentleman in the light suit, disguised by the veu erublt whiskers, is Mr. K. Cress, driving the paradefloat ofour agents at Palestine, 7'e.r. This is anotheri fever addition to thefittrade, and it is easy to he seen that the Motley Drug Co. are wide-awake advertisers ifyon were passing this window, wouldn't you want to take a second look at the goods displayed.1 Our enter prising agents. The Pratt Paint and Paper ('ontpany of Dallas, have hern trimming the hrst windteu's toe have seen for some time. The miniature truth to illustrate the car-load ofpaints amt varnishes is especially effective, as is also the general display in the other window 15 0007-SWP-0001 .\ ) Senior Partner--"The errand boy has dark rings around his eyes." Junior Partner--"Yes. but I don't know whether he needs medicine nr soap." Your goods are best--but tell the why; your prices right--but show the why; your prospect needs your line--burn into his mind die why. The druggist in a small town died, and his widow continued the business. A month later she arranged the window display so that it was very attractive. That week the town paper contained this item of news: "Mr. Arthur Edwards, a prominent mer chant of Higginsville, took in the sights of our city yesterday. He was very much interested in oUr druggist's attractive widow." "You'd better fumigate these bills before you go home. They may be covered with mi crobes," said the druggist one Saturday even ing, as he handed a few faded, worn and soiled silver certificates to his clerk. "No danger from that source," replied the latter, "a microbe couldn't live on a drugclerk's salary." Your best advertisement is the wagging tongues of your satisfied customers. Mike--"Phwat are ye lookin' for ?'' Mrs. Mike--"Nothing." Mike--"Thin ye'll find it in the jug where the whiskey was." To emphasize the completeness of his stock, a retail hardwareman took cuttings of adver tisements of twenty standard articles, blue-pen ciled his price on each, and pasted them in neat symmetry on his display window. Near the top of each advertisement, and next to the glass, appeared the end of a crimson ribbon which led across the shop to a shelf display or to a sample of the goods. Manager--"That young nephew of yours is a sleepy sort of a fellow. What shall I do with him?" Merchant--"See if you can't find room for him in the nightshirt department." Don't dodge responsibility--its another way of spelling opportunity and prepares you for the greater things to come. Men are made to help one another. All through life, this is manifested, day by day. And in our world of business, too, we must work hand in hand to accomplish the best amt greatest that we are capable of. Mr. Oldhub--"Why did young Jones get married ?'' Mr. llenthar--"He said he did it to save mopey." Mr. Oldhub--"Gee whiz! Did he marry a milliner ?" Genius is the combination of hard thinking and hard work. What we often look upon as the. secret of success is nothing more than con centration. ____________ Magistrate--"What! Do you mean to say your husband struck you and he a physical wreck?" Mrs. Maloney--"Yes, yer honor; but he's been a physical wreck only since he struck me," "A booster is a man who does all he can, to all the people he can, as well as he can. and then trusts the rest to God." A "Knocker" is defined as a "thing that hangs on the outside of a dan."--Hugh Chal mers. "Kicking is bad policy. Behold the mule. Kicking never gets him anywhere," "That is exactly why the mule kicks." "Eh?" "He doesn't want to get anywhere." t i 0007-SWP-000119799