MOST IMPORTANT JOB IN DISTRIBUTION 241 
effort to force into the public’s possession articles that we 
want to get rid of. We are sincere in wishing to sell the 
customer what she wants to buy rather than selling her what 
we want her to buy. 
With the Model Stock Plan we have a method of selling 
those things we buy which are not the best for the customer— 
of which we are bound to buy some because we are not infal- 
lible—at a reduced price that will make them extremely 
desirable to some of our customers. 
All of the provisions of the Model Stock Plan that we have 
studied so far in this book are pointed toward this single 
goal: To obtain for the customer the goods that, at sight, 
she will see are most advantageous for her to buy. It is 
from this point of view that it becomes basically important 
that the department head think of himself as a seller, or, to 
put it another way, as a buyer who is an agent for his cus- 
tomers. For this is the way to greatest total profits.