The model stock plan

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Monograph

Identifikator:: 1820833348

URN:: urn:nbn:de:zbw-retromon-210730

Document type:: Monograph

Author:: Filene, Edward A. http://d-nb.info/gnd/123562244

Title:: The model stock plan

Place of publication:: New York

Publisher:: McGraw-Hill Book Company

Year of publication:: 1930

Scope:: xiv, 253 Seiten

Digitisation:: 2022

Collection:: Economics Books

Usage license:: Get license information via the feedback formular.

Chapter

Document type:: Monograph

Structure type:: Chapter

Title:: Chapter XVI. The most important job in distribution

Collection:: Economics Books

MOST IMPORTANT JOB IN DISTRIBUTION 229 it is seen may cause resentment at our having sold it. Thus it will react against us when the customer has to do some shopping for goods that we handle. But even this is not the worst of its effect on us. Our buying is largely influenced by the way that goods have sold. Our records will not show us that the only way we succeeded in getting rid of this particular article was by high-pressure selling. So the chances are that, having sold this undesirable merchandise, we are likely to buy more of it on reorders, and perpetuate the error, keep on selling the goods and building up ill will with every sale. Of course, we shall not be likely to reorder if the defects of the merchandise are so flagrant that they force mark-downs. Many stores are using considerable time and effort to educate employees to serve customers in the very best way. The only danger in such educational work is that it may take the direction of teaching salespeople to sell something to every customer whether or not it isneeded. Then, of course, it becomes pernicious. Rightly done, however, it is axtremely valuable. For many years I have tried to impress salespeople with the attitude toward customers that I call “parent service.” Every employee who gives parent service deals with a cus- tomer as he would with his own father or mother. When this prevails throughout our store, we shall never sell any- +hing that should not be sold for the customer’s best interest. Unless we sell only in this manner, we are sending out into circulation customers who tell their friends and relatives that their last purchases at our store were unsatisfactory. We lose the dissatisfied customers’ goodwill and that of everybody else they tell of their experience. Whereas, if we send away customers satisfied, they come back. We have already seen, under the Model Stock Plan, that to plan our sales volume we start from a complete stock rather than from past performance. That is, to earn the greatest total profits, we must consider the volume that we should sell rather than the volume that we have sold. Thus we are likely to come face to face with the duty of increasing our sales so

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