136 THE MODEL STOCK PLAN 
her decision and buys. If minor price variations are done 
away with and a complete selection offered at each full-line 
price, we have taken away one of the large obstacles to con- 
summating the sale and have decreased the time required 
of our salesperson in making it. 
This is not theory, nor is it confined to store retailing. 
Every experienced mail-order seller has learned by test 
mailings—and the results of no other sales effort can be so 
scientifically measured as can those of mail sales work— 
that if he gives the prospect too many choices he decreases 
his sales. In other words, simplify customers’ problems of 
deciding and we make it easier for them to buy of us. Ina 
retail store we cannot get down to having only one item 
at each price; but by getting down to three full-line prices 
we greatly increase our sales by lessening the customer’s 
opportunity to vacillate.