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Walter F. Shaw. Selling Home Furnishings: A Training Program
Selling Home Furnishings: A Training Program
Table of Contents
FOREWORD
Unit I. THE SALESMAN AS A BUSINESS BUILDER
SPECIALIZED SELLING OF HOME FURNISHINGS AS A CAREER
MODERN METHODS ARE DESIGNED TO MEET CHANGING CONDITIONS
INCREASING SALES AND EARNINGS
INCREASE THE DAILY AVERAGE NUMBER OF CUSTOMERS
INCREASE THE AVERAGE PERCENTAGE OF CUSTOMERS SOLD
INCREASE THE AVERAGE VOLUME OF EACH SALE. Trade Up Consistently
Suggest Related Merchandise
Sell More Than Utility and Price
FUNDAMENTALS FOR GOOD SELLING
BE TACTFUL
DON'T INTERRUPT AND DON'T EXAGGERATE
BE SINCERE
DON'T TALK TOO MUCH
BE READY TO ANSWER OBJECTIONS
POINTS TO REMEMBER IN SELLING
THE DAILY CHECK-UP—A PERPETUAL INVENTORY
APPEARANCE
MANNER
LANGUAGE
ACTION
QUESTIONS
SUGGESTED READING LIST
Unit II. TECHNIQUE OF SALESMANSHIP
SALE OBJECTIVES
STARTING THE SIMPLE SALE
THE HAPHAZARD METHOD
THE HIGH-PRESSURE METHOD
THE SCIENTIFIC METHOD
THE ALL-IMPORTANT INTERVIEW
OPENING THE INTERVIEW
UTILIZING THE CUSTOMER'S ANSWERS
USE JUDGMENT IN SHOWING MERCHANDISE
THREE GENERAL CONSIDERATIONS FOR CLOSING SALES
BE PREPARED TO CLOSE A SALE AT ANY POINT
PROCEED WITH CAUTION UNTIL YOU KNOW THE CUSTOMER'S BUYING MOTIVES
DON'T QUOTE A PRICE—UNLESS YOU ARE ASKED FOR IT
MEETING THE CUSTOMER
QUESTIONS
SUGGESTED READING LIST
Footnote
Unit III. SALESMANSHIP APPLIED
HOW TO DEMONSTRATE VALUES
KNOWLEDGE OF MERCHANDISE MUST COME FIRST
SELLING MATERIALS AND CONSTRUCTION
CONTRAST IN BUYING METHODS OF WOMEN AND MEN
WHO BUYS THE HOME FURNISHINGS?
WHY FIRST IMPRESSIONS ARE VITAL
DEALING WITH WOMEN CUSTOMERS
RECENT SURVEY REVEALS NEW VIEWPOINTS OF VITAL INTEREST[3]
ENRICHING YOUR VOCABULARY
SUGGESTIONS FOR BUILDING YOUR VOCABULARY
HIDDEN FACTORS THAT INCREASE SALES
QUESTIONS AND EXERCISES
SUGGESTED READING LIST
Footnote
Unit IV. STYLE AS A SELLING FACTOR
SIGNIFICANCE OF STYLE
PERIOD STYLES FROM RENAISSANCE TO EARLY COLONIAL
THE ITALIAN RENAISSANCE
THE SPANISH RENAISSANCE
THE FRENCH RENAISSANCE (FRANCIS I, 1515-47; HENRY II, 1547-59)
The French Styles
Louis XIV Furniture
Louis XV Furniture
Present-Day Practice
New Types of Furniture
The French Provincial Styles
THE ENGLISH STYLES
The Elizabethan Style
The Jacobean Style (1625-1685)
The Style of William and Mary (1689-1702)
The Style of Queen Anne (1702-14)
The Georgian Era
EARLY GEORGIAN FURNITURE
THE CHIPPENDALE FURNITURE STYLE
THE ADAM STYLE
THE HEPPLEWHITE FURNITURE STYLE
THE SHERATON FURNITURE STYLE
AMERICAN STYLES
THE EARLY COLONIAL PERIOD
THE LATE COLONIAL PERIOD
THE FEDERAL PERIOD
THE MODERN STYLE (L'ART MODERNE)
USING STYLE APPEAL IN SELLING
HOW FURNITURE KNOWLEDGE IS SPREADING
WHAT SUCCESSFUL STYLE SELLING INVOLVES
DRAMATIZE YOUR MERCHANDISE
STYLE APPEALS BASED ON PERIOD DECORATION
Bedroom Suite Adapted From the Style of Louis XVI
Cabinet, Chest, or Dining Suite Adapted From Style of the Italian Renaissance
TWO CLASSES OF EXCEPTIONAL CUSTOMERS
QUESTIONS
SUGGESTED READING LIST
Footnote
Unit V. FURNITURE WOODS—THEIR ORIGIN AND USE
VALUE AND PRICE IN RELATION TO HOME FURNISHINGS
YOUR OWN BUYING HABITS
TWO STAGES IN SELLING
CONSTRUCTION LESS INTERESTING TO WOMEN THAN MATERIALS
HOW THIS ATTITUDE OF MIND AFFECTS OUR INTERESTS
PRINCIPAL FURNITURE WOODS
A LIST OF THE LEADING FURNITURE WOODS
MAKING THE MOST OF WOOD STRUCTURE AND ITS APPEAL TO THE EYE
VENEER AND PLYWOOD
ADVANTAGES OF PLYWOOD
BOTH SOLID AND VENEER AVAILABLE IN WOOD FURNITURE
SELLING VENEERS WITHIN PRICE RANGES
IMPORTANCE OF CRAFTSMANSHIP
QUALITY OFTEN CONCEALED
MODERN FACTORIES BUILD CONCEALED VALUES INTO MANY PRODUCTS
USE OF WOOD FREE FROM DEFECTS
USE OF WOOD WITH CORRECT MOISTURE CONTENT
CHAIRS, TABLES, AND CASE GOODS HAVE CONCEALED VALUES
UPHOLSTERED FURNITURE
CONCEALED VALUES IN UPHOLSTERED FURNITURE
REED FURNITURE
THE APPEAL OF FINISH
WOOD FINISHING
What May Be Expected of a Finish
Reasons for Staining
Classification of Wood Stains
Fuming
Enameling
BLOND FURNITURE WOODS
Consult Reference Books Freely
QUESTIONS AND EXERCISES
SUGGESTED READING LIST
Wood Finishing
Footnote
Unit VI. SELLING SLEEP EQUIPMENT
SELL EQUIPMENT TO MEET CUSTOMER'S NEEDS
WHAT DOES THE CUSTOMER NEED?
STRESS OUTSTANDING FEATURES AND SELL BETTER BEDDING
VAST REPLACEMENT MARKET
YOU MUST KNOW YOUR MERCHANDISE
SELL THE IMPORTANCE OF GOOD REST
HOW TO OVERCOME PRICE OBJECTIONS
MATTRESSES AND SPRINGS
MATTRESSES
MATTRESSES AS OLD AS CIVILIZATION
THE INNER-SPRING MATTRESS
METAL-TIED UNITS
CLOTH-POCKETED UNIT
CHARACTERIZATION OF A GOOD INNER SPRING
UPHOLSTERY OF INNER-SPRING MATTRESSES
INDEPENDENCE OF ACTION
THE SOLID MATTRESSES. All-Cotton Mattresses
Curled Hair Mattresses
Kapok Mattresses
Latex Mattresses
THE COVERING MATERIAL
Ticking
Damask
UPHOLSTERING AND TAILORING DETAILS
BEDSPRINGS
Metal-Fabric Springs
Open-Coil Springs
Platform-Top and Convolute-Coil Types
Box Springs
SUGGESTIONS FOR THE SALESPERSON
PILLOWS
TYPES OF PILLOWS
Down
Goose Feathers
Duck Feathers
Turkey Feathers
Chicken Feathers
Kapok
Characteristics of a Good Pillow
STUDIO COUCHES AND SOFA BEDS
THE STUDIO COUCH
SOFA BEDS
QUESTIONS
SUGGESTED READING LIST
Magazine Articles
Unit VII. AN INTRODUCTION TO THE ART OF INTERIOR DECORATION
INTERIOR DECORATION AS A SELLING METHOD
EMOTIONAL VALUES OF LIGHT, COLOR, LINE, AND PROPORTIONS
LIGHT AND SHADE
COLOR TERMS
LINE AND FORM
PROPORTION
SOURCES OF INSPIRATION
SUMMARY
COLOR MANAGEMENT IN DECORATION
PLANNED PROCEDURE FOR THE SALESPERSON
THE SALESPERSON AS INTERPRETER OF APPRECIATIONS
PRINCIPLES OF FURNITURE ARRANGEMENT
GET A CENTER OF INTEREST FIRST
BALANCE AND COLOR HARMONY
PHYSICAL AND EMOTIONAL HARMONY
SUGGESTIONS FOR ROOM COMPOSITION
QUESTIONS
SUGGESTED READING LIST
Footnote
Unit VIII. FLOOR COVERINGS AND FABRICS
DRAPERY AND UPHOLSTERY FIBERS AND FABRICS
FIBERS AND THEIR ORIGINS
Animal Fibers
Vegetable Fibers
DRAPERY AND UPHOLSTERY FABRICS. Tapestries
Velvets, Velours
Plushes
Frisés, Friezes
Satins and Sateens
Damasks, Armorers, Brocades, Brocateles
FLOOR COVERINGS
ORIENTAL RUGS[21]
EUROPEAN HAND-KNOTTED PILE CARPETS
FLOOR TAPESTRIES
CHENILLE CARPETS AND RUGS[22]
WILTON CARPETINGS AND RUGS[23]
BODY BRUSSELS CARPETS AND RUGS
AXMINSTER CARPETS AND RUGS
TAPESTRY BRUSSELS, VELVETS, AND WILTON VELVETS
LINOLEUM
CARE OF LINOLEUM
FIBERS AND RELATED RUG TYPES
PROPER CARE OF FLOOR COVERINGS[24]
SELLING COVERINGS FOR OTHER FLOORS[25]
USE OF ENSEMBLES IN SELLING[26]
QUESTIONS
SUGGESTED READING LIST
Footnote
Unit IX. FURNISHING THE LIVING ROOM, HALL, AND DINING ROOM
FURNISHING THE LIVING ROOM
OPPORTUNITIES FOR IMPROVEMENT EVERYWHERE
ARCHITECTURAL AND DECORATIVE STYLE
LIVING-ROOM WALL TREATMENTS
Painted or Plastered Walls
Patterns in Papered Walls
FLOOR COVERINGS FOR THE LIVING ROOM
Rug Must Dominate Floor Area
Don't Place Rugs at Angle
LIVING ROOM WINDOW TREATMENTS
FURNITURE AND FURNITURE GROUPINGS
AVOID REPETITION OF UPHOLSTERY PATTERNS
DISTINCTIVE HALL FURNITURE
HALL DECORATIONS: PRINCIPLES, PROCESSES, AND MATERIALS
Relation of the Hall to Adjoining Rooms
Wall Treatments for the Hall
Floor Coverings for the Hall
Draperies for the Hall
HALL FURNITURE MUST BE DISTINCTIVE
STRENGTHEN DOMINANT ELEMENT
SECURING HOSPITABLE DINING ROOM ATMOSPHERE
SECURING A HOSPITABLE ATMOSPHERE
DINING ROOM WALLS
DINING ROOM FLOOR COVERINGS
DINING ROOM WINDOW TREATMENTS
DINING ROOM LIGHTING
DINING ROOM FURNITURE
COMBINATION LIVING ROOM AND DINING ROOM
ENSEMBLE SELLING
THREE FORMS OF COMPETITION
WHAT SHOPPERS REALLY WANT
THE "ROOM PICTURE" METHOD
THE SHIFT FROM UNIT TO ENTIRE ROOM
WHY CUSTOMERS ARE DISAPPOINTED
NATURALNESS ESSENTIAL IN ENSEMBLE SELLING
SELLING THE COMPLETE ROOM OR COMPLETE HOUSE ENSEMBLE
Setting Up a Complete Room in Advance
Building Up Room With Customers
Laying Out Room to Scale
QUESTIONS
SUGGESTED READING LIST
Footnote
Unit X. FURNISHING THE BEDROOM, SUNROOM, KITCHEN, AND BREAKFAST ROOM
FURNISHING THE BEDROOM
GENERAL CHARACTERISTICS OF THE BEDROOM
THE WALLS
TREATMENT OF CEILINGS
FLOOR COVERINGS
DRAPERIES: GLASS CURTAINS, VENETIAN BLINDS
"PLUS" SELLING OPPORTUNITIES FOR SUMMER
FURNITURE
THE BEDROOM SUITE
LIMIT NUMBER OF SUITES SHOWN
BUYERS DO NOT WANT TO SEE ENTIRE STOCK
SEE ACTUAL ROOM, IF POSSIBLE
STEPS IN SELLING A SUITE
FURNISHING THE SUNROOM
GENERAL CONSIDERATIONS
THE WALLS
THE FLOOR COVERINGS
WINDOW TREATMENTS
THE SALE OF SUNROOM MERCHANDISE
SUNROOM TREATMENTS
EQUIPPING THE BREAKFAST ROOM AND KITCHEN
WOODWORK AND WALLS IN THE BREAKFAST ROOM
FLOOR COVERINGS, DRAPERIES, FURNITURE
THE KITCHEN
FINAL EMPHASIS FOR ALERT SALESPERSONS
BE ALERT FOR OPPORTUNITIES
ORDERLY PRESENTATION OF MERCHANDISE
CLOSE OF SALE SHOULD COME LOGICALLY
QUESTIONS
SUGGESTED READING LIST
Footnote
Unit XI. ACCESSORIES THAT MEAN "PLUS" SALES
LAMPS AND LIGHTING
PICTURES AND MIRRORS
WALL DECORATIONS
PLASTICS ENTER THE HOME FURNISHINGS FIELD
CELLULOSE PLASTICS
PROTEIN PLASTICS
NATURAL AND SYNTHETIC RESINS
"DO'S" AND "DON'T'S" FOR THE SALESPERSON
QUESTIONS
SUGGESTED READING LIST
Footnote
A FINAL WORD
APPENDIXES
Appendix A:—GLOSSARY OF TERMS
Appendix B.—GENERAL READING LIST
GENERAL REFERENCE
GENERAL READING SUGGESTIONS. WHERE TO BEGIN
MAKING AN ATTRACTIVE INTERIOR
FURNITURE STYLES
STRICTLY MODERN
Appendix C.—A SUGGESTED TEACHING OUTLINE FOR A GROUP LEADER
FOR THE FIRST GROUP MEETING
FOR A SECOND GROUP MEETING (IF DESIRED)
Appendix D.—THE LEADING FURNITURE WOODS
Appendix E.—COMMON RUG TERMS[34]
Appendix F.—AN ADVERTISING CHECK LIST
Appendix G.—FIVEFOLD SELLING PLAN FOR FLOOR COVERINGS[35]
Appendix H.—COLOR AND STYLE IN MODERN ADVERTISING COPY?
Appendix I.—CHECK LIST FOR PLANNING A STORE-WIDE PROMOTION
Appendix J.—READY REFERENCE INDEX
Footnote
