Читать книгу Selling Home Furnishings: A Training Program - Walter F. Shaw - Страница 47

It goes without saying that this ability presupposes thorough knowledge of the merchandise. This is fundamental.

A given rug which enters our stock from the receiving room may have 30 points of possible interest to buyers, but not all these points will appeal to all buyers. Carefulness and system will enable us to pick and emphasize the strongest points for each buyer provided we know the entire 30. But if we know 20 only, or 15, or 10, no amount of skill can save us from losing some sales.

Under present conditions it is extremely difficult to acquire full and accurate knowledge of the merchandise we are called upon to sell, but we can get this information now if we want it badly enough; we must get it if we seriously desire to increase our earning power.

All possible information is important, because any part of it may be necessary, in a given situation, in order to make a sale. We must get this information wherever we can find it. In the case of a newly arrived easy chair, for example, it may come from three sources:

1. From personal inspection.—A cursory inspection will tell us that the chair is a medium-size piece, slenderly and gracefully proportioned; with open padded arms; loose cushion seat; a back of pronounced rake; cabriole front legs with carved claw feet; covered in a small-figure reseda green damask; and priced at $85. We should be able to identify its style, and the tag may indicate the name of the manufacturer.[2]

A more careful inspection will tell us that the exposed wood is solid mahogany, finely finished; the front legs skillfully carved; all legs with a degree of curvature that eliminates danger of breaking under strain; frame corner-blocked; seat springs set on webbing, or steel frame, with a dustproof bottom of cambric; loose cushion of spring construction; and the covering a close-woven, wear-resisting fabric with silk warp and cotton waft.

2. From the buyer or manager.—

a. Name of manufacturer, in order that we may be governed in making statements about this chair by our general knowledge of his line, as to quality of materials, skill of workmen, and inspection standards, and also in order to use the name in cases where we believe that it will have prestige value.

b. Details of concealed construction, including frame; method of springing; build-up of seat, back, and arms; stuffers used; strength of fiber and color in the covering.

c. Information as to whether the piece can be duplicated, and if so, at what price and in what time; also as to whether it can be supplied in other colors, or in other materials, and if so, location of samples, method of figuring price, and time required for delivery.

d. Historic source of the design, and any interesting information as to its fashion value, gained by the buyer at the markets.

3. From books and magazines.—

a. The historical background of the style to which the chair belongs, and the most effective methods of developing its style appeal.

b. Types of rooms and color schemes with which it can be used harmoniously.

Equally comprehensive information is necessary for all other items in your stock. Without it the percentage of purchasers that we can be sure of reaching with a key appeal will be reduced, and our earning power correspondingly limited.