Self Help
The Piggly-Wiggly self-help store plan, which made millions of dollars
for its originator, was a very simple idea which anyone could have
adopted, yet consider able imagination was required to put the idea to
work in a practical sort of way.
The more simple and easily adapted to a need an idea is, the greater is its value, as no one is looking for ideas which are involved with great detail or in any manner complicated.
Imagination is the most important factor entering into the art of selling. The Master Salesman is always one who makes systematic use of imagination. The outstanding merchant relies upon imagination for the ideas which make his business excel. Imagination may be used effectively in the sale of even the smallest articles of merchandise, such as ties, shirts, hosiery, etc.
Let us proceed to examine just how this may be done. I walked into one of the best known haberdasheries in the city of Philadelphia, for the purpose of put chasing some shirts and ties. As I approached the tie counter a young man stepped forward and inquired: "Is there something you want?"
Now if I had been the man behind the counter I would not have asked that question. He ought to have known, by the fact that I had approached the tie counter, that I wanted to look at ties. I picked up two or three ties from the counter, examined them briefly, then laid down all but one light blue which somewhat appealed to me. Finally I laid this one down, also, and began to look through the remainder of the assortment. The young man behind the counter then had a happy idea.
Picking up a gaudy-looking yellow tie he wound it around his fingers to show how it would look when tied, and asked: "Isn't this a beauty?"
Now I hate yellow ties, and the salesman made no particular hit with
me by suggesting that a gaudy yellow tie is pretty. If I had been in
that salesman's place I would have picked up the blue tie for which I
had shown a decided preference, and I would have wound it around
my fingers so as to bring out its appearance after being tied. I would
have known what my customer wanted by watching the kinds of ties
that he picked up and examined.
Moreover, I would have known the particular tie that he liked best by the time he held it in his hands. A man will not stand by a counter and fondle a piece of merchandise which he does not like.