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Since ancient times, the sense of touch and the sensation of feel have been important factors in the buying and selling of practically all commodities. To see a piece of smooth satin partially sells a prospective customer, but to feel its soft texture in her fingers makes the luxury of the fabric a reality, something to own and cherish which will enhance her loveliness, and this hidden value, expressed in the sense of touch, is usually the factor which makes the customer buy better merchandise than she might have considered and which climaxes the sale.

In selling home furnishings, the hidden value revealed by touching the piece under consideration is extremely important. Fine furniture which has been hand rubbed has a luxurious feeling which is as soft as satin. Only by rubbing your fingers over a lovely finish can you appreciate, to the fullest extent, the exquisite fineness of a hand-rubbed finish. Feeling the smooth pull of a drawer which slides properly on its guides, tracing the design of inlaid marquetry with the fingertips, searching for rough spots in drawer interiors with sensitive fingers and caressing soft-textured upholstery fabrics with the fingers all vividly bring to the attention of the customer the quality and true hidden beauty of the piece under consideration, which may not have been discernible to the naked eye. The sensation of feel should be made to augment the sense of touch whenever possible, but salespersons should bear in mind that a woman's hand is extremely sensitive and the sense of touch should first be brought into action before the sense of feel; for example, let us suppose a woman is considering a rug, which has a particularly fine texture. Invite her first to feel the texture of the rug beneath her fingers; have her compare this feeling with a less expensive rug so that she may mentally compare the difference; then ask her to step on the rug. Get her to feel the luxury of it under her foot; bring to her attention the spring of the wool, the comfort of stepping into the deep pile and other factors which excite the sensation of feel. You will find these powerful factors not only in helping her decide upon a better rug but in assuring her that she is getting quality for her investment.

Courtesy Bigelow-Sanford Carpet Co.

Figure 6.—The feminine touch.

When selling upholstered pieces, always have the customer sit in the chair or on the sofa. Ask specifically if it is small enough, or if she thinks it will be large enough, for her husband or whoever is to use the chair. Stress the comfort angle; notice if she can sit gracefully in the piece and whether or not she has difficulty in getting up, once seated. As she touches the fabric bring out facts about the texture and the weave. (See fig. 6.) As she experiences the various reactions she is silently selling herself and only suggestions on your part which help her to recognize the various sensations of touch and feel are necessary.

Bear in mind in all phases of selling home furnishing, whether the customer is considering a chest of drawers, a chair, rug, lamp, or cigarette box, getting her to touch it to get the "feel" of the article and to try it for comfort, luxury, restfulness, or other sensations are potent hidden factors in better selling.