Document zQ5eKKBZvOx03b1VqoV1yYpm

MAY, 1905 N23697 Th e S. W.P. .Published monthly by Tint XmtkttiK.U'ir.i.MMs t\.. in (? tnu-re-i.- ..i their Ki tiled and |riifcU iu live Di-]>aniiiuiit nfPuJtlii ity ,u io j St.. rie*el.tn!, vh**rf* :ill r.iiiiinttniralttMtfi lo tli KJitr -em. Voi, VII. MAV, 1905. No. 5 Copyright, igof, by Tbe Sherxcin-WiUtams Co.% Clevelandx O, No |xvrtiou oi tbix majyazinr <-aa !> iwed. vsTo-pi by Slmrwui-AVjlImm-* aguul* ami doalui>, wilhgul IviJl credit b'-ivitf given tolto<vf: HFrom THE W. P,, puhli*lu:tl hv Tli Sherwin-Williams Paint ('.** NOTHING CAN STOP US. AKCH and April have been big months for S. \V. 1*. March brought in the largest month's business in the history of the Company, and for three consecutive weeks in April we have established new records ior the largest week's business in onr history. The top-notcher record of each week has been knocked down by the week following. We go to press too early to say definitely, but it looks very much as though the big March business would be beaten out by April. It is early in the season for such records as we are making. In former years our biggest months have come in April and May, so we take it that these present records are only temporary and an indication of still bigger months to come. The estimated gain of a million within the year, which we made on January first, looks easily within our grasp. These heavy gains have come in spite ot some very poor painting weather and a backward spring in many sections of the country, in spite of the big business of former years, and in spite of keener and more aggressive compe tition. Keen competition of course only serves to make the game more inter esting ; and big business in the past is no handicap for future gains; but it might be supposed that the weather conditions could keep the gains from roiling up. Evidently nothing can stop us. We have set our mark for the future, and we will reach it. THE S. W P. TRYING TO CUT OUT THE PAINTER AND THE PAINT DEALER. T seems as though some of our competition, in their keen desire to advertise to and sell to the consumer, arc side-tracking and largely ignoring tiro other very important factors in the distribution and use of paint--the dealer and the painter. One competitor states "that his floor finish can be applied by a ten year old child ipiite as well as by an ex perienced painter and that the painter is only an unnecessary expense." Another forgets that the man he should depend upon most for an out put on his goods also has other goods on his shelves in which his money is invested and for which he must find an output, do this manufacturer, in trying to convince the housewife of the merit of his floor wax, talks against the use of varnish not only on floors but for seats of chairs and pews. It is all a result of the narrow 1joint of view of the manufacturer whose line of products is so limited that he cannot hope to build up a business on his specialty except by tearing down the business of other manufacturers of legitimate material. They should be very careful that they do not also seem to tear down the business of the painter and the dealer. The effort to reach the consumer without the proper co-operation of these two important factors is abso lutely wrong. It is right for the paint manufacturer to talk his goods to the consumer, but he should do it for and through the dealer. This new method of trying to win the consumer through the department stores and general magazines without the intervention of painter and dealer may tiring some business temporarily. but it won't get the business that lasts. For example, do you believe in such advertising as this? "You will never realize the ease of applying-------- until you see one of the children using it successfully. * * * * There is economy in refinishing furniture and many household articles, even if a painter be employed: but the painter is comparatively high priced--he charges you for his skill m mixing paints ami varnishes, and with -------- * already mixed he is a need less expense. lie would charge you sev eral dollars for doing what you can do for yourself with seventy-live cents worth of Or do you believe in this? "Var x is h --Nor adapted to home use-- too hard for novice to applv. Every par ticle of dust from sandpapering leaves n blemish. Very hard to use in dump or eohl weather. Requires certain temperature [never less than 6a degrees) to apply prop erly. Ijreat care needed in ventilating room while drying, as dust, imperceptible to the eye, settles and makes had blemish. A cold draught entering the room chills the varnish so that it will nor set well. Even a cold draught coming through the half inch space between the floor and hottom of door has been known to min a var nish and turn it white for a distance of six feet. Woes not show full beauty of the wood. Discolors and scales off. shows heel marks and scratches. Easily injured by^ moving of furniture. Wears through quickly and shuws dark about doors and along paths across the floor. Shuws laps, hence, cannot lie repaired in spots or patches: hut the whole floor must be rclinislied. Repeated applications produce a thick coating, repulsive tn good taste. It is often very sticky, especially in damp and warm weather, ami when applied to seats and pews in halls and churches, ruins tine clothing." We don't believe in that sort of talk. Here ia the wny we talk to the consumer about floor finishes in our fall mailing circular: 11 We have no desire to influence you in any way as to the style in which you shall finish your floors We are no more inter- 0007-SWP-000119129 THE S. W. P. 71 cited in fiuor paint than in floor varnish, stain, or wax. Our only interest is in giv ing the best goods to produce the finish you wanr, no matter what style you choose. "Mo ih u n Me t h o d Fr.oon Fin is h e s rep resent a com plcte line of finishes for any style and any rluur, old nr new. You can select any one in the line and by carefully follow ing our instructions he sure of getting the heat wearing and best looking finish of the desired style that it is possible to get." Which kind of advertising, Mr. S. \V. 1*. Agent, do you think it best for yum business and ior that of your friend and customer, the painter? You can study them all in the current pamphlets and publications. A GOOD SYSTEM OUTFIT. N line with the article which of the Yawman & Erbe Company in appeared in Th f . S. W. P. preparing special card systems, has for February on "A. Profit enabled them to devise. A conve able System for the Paint nient and attractive box is included Store," one of the largest manufac with the outfit and also the necessary turers of card index systems in the daily and monthly guides, etc. The country has placed upon the market a outfit should be of great assistance to mostexcellentoutfitior the paint dealer. S. W. P. agents in keeping track of The Yawman & Elbe Manufactur paint sales and in working future pros ing Company, of Rochester, N. Y., pects, and it is sold at a very reason are sending out letters and circulars able price, well within the means of describing the system and including a any merchant. sample card they have prepared for We hope many of our agents will the use of S. W. P. agents. The take advantage of the opportunity and printed cards embody the suggestions put the system into operation at once. as shown in the illustrations in Th is VVe believe the results accomplished S. W. P. for February and some addi will be well worth the small initial tional features which the experience expense. The Gram/ Hofei, Mackinac Island, Painted three timet ninth S-W. Preduels, utirtfi Ivteniy-five harrelt 1/ Outside Ciese Whitt and five barrets tf IiuiJt Tarnish White. 0007-SWP-000119130 72 THE S. W. P. IT PAYS TO HANDLE S. W. P. An Address Given by an Enthusiastic 5. W. P. Agent before the New England Hardware Association. r T "tR. J. II. Saywan3,of Ilaver- ftnn ) hill, Mass., has been for some years a most enthusi- r J astic agent, pusher and seller of He had carried white lead and oil for years as a nominal side line, but became inter ested in the possibilities of a good prepared paint trade, and tells his story in a very effective way in a paper which he prepared as retiring president for the New England Hard ware Association at their annual meeting in March last. Mr. Sayward's address was printed in the March 23rd issue of The Jran Age, and we are pleased to reproduce it herewith: Paint is one of the composite parts of the hardware business instead of what a threat ninny people have thought, and still think, merely a side line. We necessarily jru after the house owner for his finishings in the line of hardware throughout, and in doing this we necessarily have a splendid opportunity to sell, or at least try to, the paint. I presume that you do not expect me to spend very much time on the topic of paint and its divers divisions, but more particularly on the most important division, prepared paint for inside and outside painting. Confidence in the Goods. Confidence is a very essential requisite in making a thorough success of the paint bus iness as well as anything clse: that is, con fidence in the manufacturer from whom you purchase and in his ability to make good goods, ami confidence in your own ability to instill into your customer your own thor ough belief in the advantageous qualities of prepared paint over the much-mooted lead and oil. I appreciate the fact that many of you here sell paint, and my entire line of talk will be along the supposition that lead and oil i* the competition with which we meet. Ability to thoroughly instill inio your cierks'yoitr confidence in the product you purchase is a very important factor atul, furthermore, they should he thoroughly competent to instill that same degree of confidence into the prospective customer. I fully realize that this is a pretty stiff problem for us all. yet we are very de pendent on our clerks, and, as a matter of tact, from my mvn paint of view, their thorough familiarity with the product is of even greater importance than my own. Practical Experience. I do not know of any better way of dem onstrating to you the advisability of paying attention to the paint end of the business than by giving yon a brief outline of my mvn experience. As y o u ull know, 1 have been in business for a great many years, and up to 1898, although I had handled paint for a number of year* previous to that time, my paint purchases, aside from lead and oil, were very small. In 1898 my lead sales were probably from 12 tv r+ tons perycar. In 1904 f pos sibly sold 4. tons. From a profit point ot view, without my entering into it, you will note that the returns from lead sales were extremely small and, in fact, it lias been contended, and rightfully so. for a good many years, that you practically roll 15 per centr out of your store with 'each keg of lead, and oil anil turpentine would ap pear in the same category. lu 1898 I had the opportunity to takeThe agency of a reputable paint manufacturer, a concern who not only manufactured firstclass goods, hut also firmly believed in effective advertising and svstern in following up. 1 first visited the factory and spent some time in satisfying myself that the paint was what they claimed it to be. Instead of using my own method* 1 adopted theirs tr> a very great extent, and with the advertis ing which 1 have always done have reaped the reward not only in increased sales hut in increased profits as well. From this concern I purchased in 1898 $496 worth of good*, increasing my purchases year hy year, until in 1904 l'bought 842 per cent, more paint than in 1898, while there had been a decrease of 71 per cent, in my lead purchases. Figuring my gross profit on lend in 1898 at \( per cent., I made $230, whereas, figuring 33 1-3 percent, on paint, my net returns were $1560 in 1904. Therefore, 0007-SWP-000119131 THE S. W. P. 73 you will readily see that attention to this important branch of our business pays. Advantages of Prepared Paint. I have always made it a point to use a pencil to a very great extent in demonstrat ing t o the prospective customer why he should use prepared paint instead of lead and oil, pointing out verv clearly the foot that he should acknowledge the ability of the manufacturer to take lead, zinc, tur pentine. drier and tinting colors and thoroughly assemble same by formula and machinery much Wetter than the average painter could take the same ingredients and mix them together by the rule of thumb and paddle. Furthermore, it has always been my contention that a painter in buying several different articles has the correspond ing number of concerns to contend with in case of difficulty, whereas in using prepared paint, in case of any difficulty he has sim ply the dealer and the manufacturer to look to'. In case of difficulty we find the reputa ble manufacturer ready to listen to his troubles through the dealer, whereas with lead and oil tiiere is practically no redress unci never has been. 1 have also pointed out the fact that the painter is obliged to go to the manufacturer and buy the several ingredients contained in the paint, and such being the case, why is it not feasible that the manufacturer of the Mcveral ingredients should he in a better position than the painter to incorporate these ingredients by machinery? A paint mixed by the painter from lead and oil is more ex pensive than a good paint purchased from the dealer, for the reason that although It costs more per gallon it costs less per quan tity. In other words, it will take one-third less prepared paint to paint a house than a paint made front lead and oil; consequent ly you have appealed to the man's pocket, ami your reputation as a merchant hacked up by the reputable manufacturer's goods handled by you. should clinch die argument. Complete Line. I carry the complete line manufactured by this concern, and when a customer men tions paint I try to find out first what is to be painted and then proceed to sell the cus tomer a special paint that is made for that particular purpose, and by doing so I show the customer I am interested in giving him what is right. When he finds out on using the goods that 1 was right and the job is even better than he expected, that man is sure to come again for paint or anything else he may need in my line, I also dis play in a prominent place in my store all the different kinds of paint I have, and keep my windows talking paint 9 months out of the 1a. I11 many other ways I keep reminding the public that I sell paint, and long before the painting season opens i have sold naint for several houses, ( keep a record of each color of the house palm as it comes in, and it helps me to a great ex tent In ordering a new supply, as 1 can de termine very quickly just now much nf that particular kind I have sold L11 any given time. A Useful Record. I keep a record, a card index, of all the paint sold for outside painting, entering the date, quantity, different shades, and weather conditions, and in that way am not only able to determine when the paint was applied and under what conditions, in case ot difficulty, but also have a means of interesting the new customer, for by refer ring him to or showing him where I have sold paint to Bill Smith and John Hrown, men with whom he in the majority of cases is well acquainted, I impress upon him the fact that there must be some virtue in it or these men would not use it, and in ihis way I am also able to refer him to houses which in many instances have been painted for a number of years. * 0007-SWP-000119132 74 THE S. W. P. S.W.P. VS. LEAD AND OIL. A Talk by Mr. J. F. Hommel at the Last Annual Convention of the Representatives of The Sherwin-Williams Co., Held in Chicago November, 1904. l IK question of white lead 0 and oil as against S.W. P. in my territory is about like White lead as an independent paint pigment is rapidly becoming unsatis factory by reason of its being soft in nature, and pretty much everybody has come to see it in the same way. It offers slight resistance to the ravages of the atmosphere, and the surface soon has to be repainted. The average life of white lead and oil, as I have found it, is not over three to five years, and this is liberal, while five years for S.W.P. would be far within the limit. As a profitable thing for the dealer to handle. I do not think there is a single thing to be said in favor of white lead. If there is, I bave never heard of it. For instance, if you went into a country merchant's store andfoundhim paying 15 cents a dozen in merchan dise for eggs and selling them to the egg buyer for 13 cents cash, which is not an unusual thing, you would im mediately conclude that the man was doing business at a loss, and that he should provide a margin of 13 per cent, to protect himself. In other words, if it costs him 20 per cent, to operate his business, which is a reasonable basis, he should have 33 per cent, profit on the mer chandise which he gave for those eggs in order to be even with the board at night. Now the white lead proposition is a cash transaction. Let us assume that it costs the man 30 per cent, to do business and that a small average country dealer would buy lead in thousand pound lots and sell two tons a year. lie sells white lead because everybody sells it and he believes that he has to handle it. At the present market price his lead will cost him $63.00 per thousand pounds. Now you add 20 per cent, for operating expenses and you have a cost of $78.00 or $7.80 per hundred, which be must have to get even. TSut the average price to consumers in my territory is less than $7.50 per hundred, and when the dealer has sold his thousand pounds he is actually out $3.00. If he tnrns that fonr times a year he is out Jtra.oo ami has to get that, which amounts to an extra 39 per cent., on $65.00 worth of other goods in order to get even. Now. what has he gained in the sale of the lead? There is not a cent's worth of individuality or repu tation in the entire transaction to bring his customers back for a second pur chase, because they can go to any store in town and buy the same lead for the same money. Now, what is the result if he handles S.W.P. ? For $65.00 he buys 53 gallons S.W.P. in is. It is a very small stock, but he can handle it. Now add 20 per cent, for running expenses and it gives him a cost of $1.50 per gallon, and if sold only at a net profit of ten cents a gallon it would give him a total profit of $5.20, and if he turns this four times a year he has a grand total profit of $20.80 on an investment of $65.00, which is equal to 31 per cent. In other words he is $33.80 better off than he would be in selling the lead, which is equal to more than 50 per cent, on his original investment of $65.00. * 0007-SWP-000119133 t h e s. w. r. 75 But far better than all this, if his normal paint trade in white lead would be S300.00, with the aid of SAV. P. helps and methods, he can certainly double or quadruple it. The SAV.P. is bound to prove sat isfactory and bring more trade on this and other lines. Every gallon of SAV.P. he sells is simply laying the foundation for a future permanent business. Now, in talking with painters, I find most of them are reasonably honest, take more or less pride in the class of work they turn out and use their ma terial straight as far as possible. I believe it is apt to create antagonism on their part if we try to convince them off hand that (1.40 worth of white lead is really costing them more than 4r.60 or $1.75 worth of SAV.P. Therefore, in making my comparisons. I go a little more into detail. It is a generally accepted fact that too pounds of white lead, 4 gallons of linseed oil, 35 cents worth of driets and 75 cents worth of tinting colors will produce 6yi gallons of paint. Some painters will claim to use more oil, but you are safe on this estimate anyway, because, for all the oil you add to white lead beyond thi3. you can add at least the same quantity to SAV.P. as it comes from the pack age and with better results. Now take a small house, say 28x32. with to-foot posts ,and ask the painter to estimate on lead and oil for two coats. He will doubtless tell you that it will require 100 pounds ol lead with the oil <fec., and if he is strong enough to bny at wholesale, he will find his ma terials to paint that house will cost him 4 co.oo. But he can do the same woTk with 4 gallons of SAV.P. and t gallon of primer with oil, at a cost of 48.50 to <3.75, and a clean saving of at least per cent, on material A gotd S-fV. /botv window, arranged if il. Ethburg, a full line agent, 1173 Pearl St., Cleveland, O. 0007-SWP-000119134 alone. The finish anil durability of S. W. P. will show even a greater margin. further, in using lead and oil he may take all precautions for the pur chase of pure materials, and still he is absolutely at the mercy oi conditions. His lead may be improperly washed or dry anil hard, his oil and driers may be adulterated. If they are, he has no means of knowing it and can not get good results. With S.W.P. he has the absolute assurance that every ounce of material entering into the manufacture of the paint has been tested for impurities and is absolutely right before it is permitted to enter the market. When trying to convince a property owner of the superiority of S.W. P. over white lead. I usually ascertain where there is a house near by, painted with lead for two years or more, and take him to examine it carefully. Let him take in the surface thoroughly and if convenient through a magnify ing glass. It never fails to show np facts which will astonish him every time. ANOTHER BUSINESS OPPORTUNITY. HJK enormous increases and constant needs along this line, among 1 extensions in the carriage the manufacturers of electrical equip and automobile indnstries ment, furniture, iron bedsteads, ma offer large opportunities to our dealers and agents for handsome gains in their business. Day by day we see new evidence that, although our sales of Carriage Colors and fin ishing Materials are larger and larger, they do not keep full pace with the growth of this trade or reach all the business that is warranted by the pos sibilities of the situation. On every side there are signs of the enormous strides in consumptive de mand, not only for more and larger and better vehicles, but for a more select and individual coloring, a wider Tange of choice and a higher grade of finish. Stop to think, in the first place, of the vast number of uses to which this class oi goods are put and you will doubtless find opportunities for sales right around you, which may not have occurred to you before. Besides the large vehicles already referred to, Carriage Colors and Fin ishing Materials are also used to some extent on bicycles and sleds, trade vehicles and delivery wagons of all kinds, transfer and trucking; with chinery, novelties and toys, S:c. It hardly seems necessary lo say to our dealers and agents what they already know about our large and complete line of Quick Drying and Carriage Colors, Finishing Materials and Varnishes. They were never so superior in quality, never so large and extensive in assortment, never so well adapted to meet the wants of the modern trade who are looking for substantial, economical, up-to-date effects. Our line for the entire class of such work from start to finish is far more comprehensive in character and better in quality than any other manufacturer offers. There is no better way to come in touch with this trade than by visiting the shops, watchiDg the work and becoming conversant with their needs, by courteous and specific inquiry. We shall aim in some future article to give our dealers and agents more detailed information and suggestions as to going after some of the business, but meantime, do not overlook the chances that are lying at your door. THE S. W. P. ENAMELOID. A Popular Priced Specially for Popular Use :E\V agents appreciate what If the walls are old and already an exceedingly satisfactory painted they should be cleaned thor specialty we have in oughly from all dirt, grease ami soot Knameloid. It is selling resulting from the many fumes of the splendidly and grows in demand all lcilchen. A weak solution of ammonia the time. in water is good for this purpose as The following clipping, reproduced it will readily evaporate. Any high from The Canadian Hardware and grade washing compound iu warm Metal, a popular Canadian trade water can be used if care is taken to journal, is a good illustration of one wash it all off and let the surface of the purposes for which Enameloid thoroughly dry before finishing. can be used to good advantage: Knameloid is easy to apply, does not pull, covers well, gives a high gloss, cleans easily and stands plenty of soap aod water. Enameloid is made in eighteen beautiful shades, besides black and white. Every S.W. P. agent should have it in stock. Kitchen walls and ceilings are gen erally a trying surface for paint and should have a finish that is readily adaptable to this class of work. Enameloid is especially fitted for this purpose or wherever a bright interior finish is desired in bard, durable gloss. If the plaster is new it should be properly sized, made thoroughly dry and clean and then finished with two or three coats of EnameJoid, say about two days apart. Ingenious and attractive Trade Fair costume designed and nsiorn by Mrs. Alex. McM. Staples. Fredericton, N. B. 0007-SWP-000119136 78 THES.W.P. A Department Devoted to the Helpful Criticism of the Advertising Matter Used by S. W. P. Agents. LEARN'ESS. simplicity and using his monthly statements as a a convincing argument are means of soliciting more business. the essential qualities of He instructed his cashier to write on good advertisements. The the bottom of each statement the behind the pen must believe words "I regret to state that 1 cannot do mote business with =DEW DROP IN= you/' Well, "Rome howled" the next day, AND LE MV BTOCK OP Paints, Oils and Varnishes A|tM let 7then*U3>Wi.'lerxe Fum f ha Rati sa le Maria* H. *. BALLOU, 143 Main Streat Tot fOOt-0 WBfOMtip, Hi m. and customers came into the store in droves to find out "why you don't want me to boy goods at your store. The Original. I've always paid my bills." The poor drug in his own proposition or he cannot gist was kept busy explaining that he make others believe in it. meant to say on his statements, "1 The truth needs no embellishments regret to state that I urn not doing of literary art. The truth, told in more business with you." plain, understandable English, will We reproduce this month a news- bring business where a falsehood, though writ ten in the style of a col lege professor, would fail. The public wants facts--plain facts, and =MONEY SAVED: <i rHHity tamed. Let mu thaw rmj mr nork itf PAINTS, OILS AND VARNISHES They ait mniw* utrti Vrrttvr* iVy jr Tier u ;ia i> quality AficNJ her P+*?s. T lw iuuli on*. Wear lMgr facts --plain facts--get tin- fubhe and the busi H. A. BALLOU, 143 Main Street TCL.ioea.ft wonccftTcn, mo o s ness. The Suggestion for Improvement. Ambiguity, lack of dearness, has ruined many an adver paper advertisement of our Worcester, tisement which might otherwise have Mass., agency, and below it a sug been forceful. Take for example the gestion for a better use of the same diuggist who hit upon the plan of space. The main objection to this ad THE S. W. P. 79 in its original form is its catch line. `Dew drop in." Now at first one might think a new cough drop was being advertised, or that the Dew I )rop Inn was soliciting the patronage of the travelling public. The point is, that the catch line does not apply to the product advertised, and in ad dition to that fact the play upon Eng lish, the pun on the word iA>. is not a strong feature. Then again the ad vertisement contains no answer to the question why--gives no reason for nsing the particular paints, oils and varnishes sold by our agent, in prefer ence to others. Every advertisemeot. big or little, should contain at least one reason why. Figure a illustrates one way in which this advertisement might be improved. Send in yonr advertisements of all kinds, to enable us to make this de partment of Hit s a n h Mis s es a suc cess. Send samples of your newspaper ads, circulars, novelties, anything you use to advertise any fine oj merehanJisc. We can't spare the space to take up each one sent in, but we want to see what you are doing, any way. Many times, possibly, we can make a suggestion by letter. We want to help you get out business bringing advertising matter, and to succeed we must see what you are doing already. GOOD WORDS FROM S.W. P. AGENTS. Use Paint to Sell Paint. The Same as Father Used. "If all S.W. P. agents would fol low "The Chameleon's" advice in this month's issue of Tim S. W. P. I approached Mr. ---------- yester day, whose name appears on the pros pective order sheet, and inquired if (November, 1904), they could save lots of time which would be used in trying to convince people of the qual ities of S. W. P. The writer's house is located about 100 yards from his he wasn't going to paint his resilience soon. He said, "Yes, I believe yon still handles.W. P., and I want to try that paint this time. My father painted his house with it twelve years store, and when we have a hard cus ago and it looks well today." He's tomer to convince, we walk them to telling the truth about it. J. P.Norris the door and point to the house which was your agent then and I was clerk has been painted with S. W. P. and ing for him at the time the paint was it usually `fetches' them. " sold, bnt had forgotten all alrout it Yours truly, until he mentioned it. St o n e Br o s ., Jersey City, N.J. Yours truly, Nine Houses Out of Eleven. J. S. Ki.'n k k i.s , Groesbeck, Tex. In 1903 I put in a stock of S.W. P. The Best Wins. anil shelf goods, having used a great I find in figuring up my paint busi deal of The Sherwin-Williams pro ness for 1904 that I sold (luring the ducts. I have had a splendid busi year 98 full bills of paint. This is ness. and this past year there were gratifying to me and shows very cred eleven (n) houses painted in town itably when you consider that I have ami T am proud to say I secured nine four competitors and sell the S.W. P. (9) of them. The business has doub at $1.65 per gallon, while some other led itself in the past year and it is a brands sell for r.50. This proves cer pleasure to talk Sherwin-Williams tainly that the hrst will win every time. goods. Yours truly. Three bills so far for 1905. C. K. Dt f .mk r , Riley, Kas. Fr an k E. Wv t s o n . Greenville, 111. * 0007-SWP-000119138 8o Th e S. W. P. SUCCESSFUL S. W. P. AQENTS. H. A. Ballou, Worcester, Mass. tUR purpose has been, in this series of articles, to in duce our agents as far as possible to speak for them selves and give their own reasons for success. The man "behind the gun" knows best how he aims and how he shoots. The outsider only knows that the shot has hit the mark. There is no successful man who has not some new thoughts, new methods which have proved valuable in his own experience and it should be a most profit able exchange to pass them on to others for what they might be able to give in return. The days have passed when there can be any monopoly in commercial trade and it is only by a wise combination of the best systems and meth ods that we can outdis tance others and get the best share of any business in which we may be engaged. Our agent, H. A. Ballou, of Wor cester, Mass., whose work we are illustrating this month, writes us very fully regarding his success as an S. W. P. agent and his suggestions should offer good help to others. Mr. Ballou says: My motto is, " Always handle the best of goods, always deal on the square and al ways have trustworthy clerks.*' I started in 1901 and after looking over the paint market with reference to quality, price and advertising, f decided to push The Slierwin-Wifliams Products, to make them a leader and to work such a good thing day and night, never waiting for business to come to me, bat always going after it direct. [ believe selling inside the store is hut a mere beginning, and I spend a great deal of time in the follow-up card system. A man will tell his friend about it, the friend will pass it on and there is almost an end less chain to he reached. I use the full line of S-W. enclosures as well aa my own. and all niy stationery car ries a "Cover the Earth" design. [ am also interested in photographing; have taken pictures of many S.W.H. houses in Worcester and have frequently found these pictures were especially welcome both to owner and tenant. I also have a large album of S. W. P. houses which I show ro prospective buyers and it seldom tails to land the trade. Brtwccn 1903 and 190+ my business increased fifty percent, and 1 hope for a gain of seventy-five perrem more in T905. 1 believe in giving my small paint customers the same careful attention as the large trade; one can never know what a trifling sale may lead up to. 'Balhu I aim to have my paint assortment always kept up well and displayed in good condition. I ant sure the appearance of store anti stock supports my statements in a marked degree. 1 have had a man out with a team this winter looking up houses that need paint ing and in the spring a large number of properly owners will And that we have not been asleep through the cold mouths. I hope that you will make your gain of a million for 1905 and I will certainly do all in my power to help you. Good health, good clerks, good patrons, the best paint on the market and love for my work--these are enough reasons for the success I am getting as agent for S. W. P. in Worcester. Yours truly, 11. A. Ba l l o u . Mr. Ballou is a very enthusiastic and painstaking advocate of system in going after and recording paint sales. i 0007-SWP-000119139 TH $. W. P, Si GROUP OF S.W.P. HOUSES IN WORCESTER, MASS. H. A. Ballou. Agent. H, A. Ballou, Residence Fred Johnson, Residence P. K. Sears, Residence Store of II. A. Ballou Heywood Sloe Shop WorcesterCon. St. Ry. Car Bam J. O. Norcross, Residence A. G. J.ajoic, Residence Pres. Kngler, Residence L. A. Ely, Residence J. Eidt, Residence Mrs. O. S. Gordon, Residence Hon. Steph Salisbury, Residence i 0007-SWP-000119140 8a THt S. W. P. He used three of our follonr-up postal cards last year as explained on page 55 in the April S. \V. P. with great success. lie not only keeps a careful record of every job sold, but has also a special book of blanks for following up his possible chances with the property owners. This indicates when and what kind of printed matter, form letters or special letters are sent to each one, with space to indicate when the order is received and the amount of the purchase. By this scheme no chance for business is allowed to slip by or is overlooked. Backed up by our own method and the <|uality of our goods, such work is a sure road to the largest paint business in any town. The success of those who have tried it should be the strongest and most convincing argument for this fact. As will be noticed on numbers 5 and rr in the collection of houses illustrated on page Si, Mr. Ballon's custom is when painting a house to have a sign prominently displayed showing that he is doing the work and with S-"'. Products. This is good advertising and helps win trade. HAND WRITTEN WINDOW CARDS. USE THEM. iJ>A. Ejtc. JjtO ~v> SJ+J Hti ItfM, >W-*` .S'. Mr. P. fxzrx) -ImA s Th '.p The window cards illustrated above are suggestion* for vmi to use in an attempt to attract the curious public to vour window. ( No pains need be taken to make artistic pictures or "copy hook" writing. Write with a blue pencil on wrapping paper, and write just a* vou ordinarily do, and make no special effort to write better than usual. A fairly legible hand is all that is required. Try the cards, one each day for a month. * 0007-SWP-000119141 THE $. W. P. Ptrtk a*J I.a*wn Furniture F.namei Furniture Polish Screen Enamel THREE SEASONABLE SPECIALTIES. l'SH Seasonable Specialties, season, and it costs much less to re- P House cleaning time not only paint old screens than it does to buy means house painting time, but it new ones. Screen Enamel does not means the getting ready for approach- gum up the wire and leaves a fair mg summer, the bright gloss that prevents the ening up of the many dust, dirt and moisture things used mainly dur from accumulating on the ing the out door season. screen. Sell S-W. Sc reen S-W. Furniture Polish Enamel and make profit is particularly salable out of fly season. right now, during the S-W. Porch and Lawn annual cleaning up sea Furniture Enamel meets son. S-W. Furniture a popular demand for a Polish has demonstrated gloss paint made to stand its own merit in the com severe outside exposure. paratively short time it The colors are bright has been placed on the and clear in tone, and market. It's conven dry with a hard surface ient and the saving of which will not soften and time and labor in cleaning and pol ishing at one stick to clothing. Perth and l.utvit Furniture Enamel Hanger The handsome hanger illustrated operation are strong on this page will help you selling arguments. Once an bring the goods before your S-W. Furniture Polish user, trade, and with a little energy always an S-W. Furniture behind it. S-W. Porch and Polish user, is a I.awn Furniture truthful saying 1 o r the majority of the people who buy a trial can. SCREEN En a me l rr----------- ."u- Enamel should be one of our best selling specialties for the season. S-W. Screen Enamel h?': ________I is another specialty Watch every corner of your b usin ess. every S.W. P. agent should bring to the make the most out of every avenue of trade front in May. Fly and flush .S-ll '. St,/.>- season means srrtYii Screen Enamel Mrfllaf Card /inahte Sjfletialfies. i 0007-SWP-000119142 84 THE S. W. P. EASONABLE windows help sell seasonable paints. Now is the time to S pash Porch and Lawn Furniture Enamel and the window illustrated above will help bring this desirable specialty before your trade. The chair is easily made of cans of Enamel, with thin boards forming the support for the rows which represent the rounds. The seat is made of four out side rows of cans with a cushion placed over them, giving the effect of a solid seat without requiring the ase of so many cans. The Porch and Ijtwn Furnitu re Enamel hanger is most attractive and shows off to good advantage in the back ground. Sign: "Paint for the Porch and Lawn Furniture.'' 0007-SWP-000119143 5 \ 0007-SWP-000119144