The Square Deal Wins

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Title:     The Square Deal Wins
Author: Charles N. Crewdson [More Titles by Crewdson]

Salesmanship is the business of the world; it is about all there is to the world of business. Enter the door of a successful wholesale or manufacturing house and you stand upon the threshold of an establishment represented by first-class salesmen. They are the steam --and a big part of the engine, too--that makes business move.

I saw in print, the other day, the statement that salesmanship is the "fourth profession." It is not; it is the first. The salesman, when he starts out to "get there," must turn more sharp corners, "duck" through more alleys and face more cold, stiff winds than any kind of worker I know. He must think quickly, yet use judgment; he must act quickly and still have on hand a rich store of patience; he must work hard, and often long. He must coax one minute and "stand pat" the next. He must persuade--persuade the man he approaches that he needs his goods and make him buy them--yes, make him. He is messenger boy, train dispatcher, department buyer, credit man, actor, lawyer and politician--all under one hat!

By "salesman" I do not mean the man who stands behind the counter and lets the customer who comes to him and wants to buy a necktie slip away because the spots on the silk are blue instead of green; nor do I mean the man who wraps up a collar, size 16, and calls "cash;" I mean the man who takes his grip or sample trunks and goes to hunt his customer--the traveling salesman. Certainly there are salesmen behind the counter, and he has much in common with the man on the road.

To the position of traveling salesman attach independence, dignity, opportunity, substantial reward. Many of the tribe do not appreciate this; those do so best who in time try the "professional life." When they do they usually go back to the road happy to get there again. Yet were they permanently to adopt a profession--say the law--they would make better lawyers because they had been traveling men. Were many professional men to try the road, they would go back to their first occupation because forced to. The traveling man can tell you why! I bought, a few days ago, a plaything for my small boy. What do you suppose it was? A toy train. I wish him to get used to it--for when he grows up I am going to put him on the road hustling trunks.

My boy will have a better chance for success at this than at anything else. If he has the right sort of stuff in him he will soon lay the foundation for a life success; if he hasn't I'll soon find it out. As a traveling salesman he will succeed quickly or not at all. In the latter event, I'll set him to studying a profession. When he goes on the road he may save a great part of his salary, for the firm he will represent will pay his living expenses while traveling for them. He will also have many leisure hours, and even months, in which to study for a profession if he chooses; or, if he will, he may spend his "out of season" months in foreign travel or any phase of intellectual culture--and he will have the money of his own earning with which to do it. Three to six or eight months is as much time as most traveling men can profitably give to selling goods on the road; the rest is theirs to use as they please.

Every man who goes on the road does not succeed--not by any means. The road is no place for drones; there are a great many drops of the honey of commerce waiting in the apple blossoms along the road, but it takes the busy "worker" bee to get it. The capable salesman may achieve great success, not only on the road, but in any kind of activity. "The road" is a great training school. The chairman of the Transportation Committee in the Chicago city council, only a few years ago was a traveling man. He studied law daily and went into politics while he yet drew the largest salary of any man in his house. Marshall Field was once a traveling man; John W. Gates sold barbed wire before he became a steel king. These three men are merely types of successful traveling men.

Nineteen years ago, a boy of 15, I quit picking worms off of tobacco plants and began to work in a wholesale house, in St. Louis, at $5 per week--and I had an even start with nearly every man ever connected with the firm. The president of the firm today, now also a bank president and worth a million dollars, was formerly a traveling man; the old vice-president of the house, who is now the head of another firm in the same line, used to be a traveling man; the present vice- president and the president's son-in-law was a traveling man when I went with the firm; one of the directors, who went with the house since I did, is a traveling man. Another who traveled for this firm is today a vice-president of a large wholesale dry goods house; one more saved enough to go recently into the wholesale business for himself. Out of the lot six married daughters of wealthy parents, and thirty or more, who keep on traveling, earn by six months or less of road work, from $1200 to $6000 each year. One has done, during his period of rest, what every one of his fellow salesmen had the chance to do--take a degree from a great university, obtain a license (which he cannot afford to use) to practice law, to learn to read, write and speak with ease two foreign languages and get a smattering of three others, and to travel over a large part of the world.

Of all the men in the office and stock departments of this firm only two of them have got beyond $25 a week; and both of them have been drudges. One has moved up from slave-bookkeeper to credit-man slave and partner. The other has become a buyer. And even he as well as being a stock man was a city salesman.

Just last night I met, on leaving the street car, an old school boy friend who told me that he was soon going to try his hand on the road selling bonds. He asked me if I could give him any pointers. I said: "Work and be square--never come down on a price; make the price right in the beginning." "Oh, I don't know about that," said he. I slapped him on the breast and answered: "I do!"

I would give every traveling man, every business man, every man this same advice. Say what you will, a square deal is the only thing to give your customer. You can do a little scaly work and win out at it for a while; but when you get in the stretch, unless you have played fair, the short horses will beat you under the wire.

The best customer on my order book came to me because I once had a chance to do a little crooked work, but didn't. I had a customer who had been a loyal one for many years. He would not even look at another salesman's goods--and you know that it is a whole lot of satisfaction to get into a town and walk into a door where you know you are "solid." The man on the road who doesn't appreciate and care for a faithful customer is not much of a man, anyway.

My old customer, Logan, had a little trouble with his main clerk. The clerk, Fred, got it into his head that the business belonged to him, and he tried to run it. But Logan wouldn't stand for this sort of work and "called him down." The clerk became "toppy" and Logan discharged him.

But, still, Fred had a fairly good standing in the town and interested an old bachelor, a banker, who had a nephew that he wanted to start in business. He furnished Fred and his nephew with $10,000 cash capital; the three formed a partnership to open a new store and "buck" Logan. Well, you know it is not a bad thing to "stand in" with the head clerk when you wish to do business in an establishment. So I had always treated Fred right and he liked me and had confidence in me. In fact, it's a poor rule to fail to treat all well. I believe that the "boys" on the road are the most tolerant, patient human beings on earth. To succeed at their business they must be patient and after a while it becomes a habit--and a good one, too.

You know how it goes! A merchant gets to handling a certain brand of goods which is no better than many others in the same line. He gets it into his head that he cannot do without that particular line. This is what enables a man on the road to get an established trade. The clerks in the store also get interested in some special brand because they have customers who come in and ask for that particular thing a few times. They do not stop to think that the man who comes in and asks for a Leopard brand hat or a Knock-'em-out shoe does not have any confidence in this special shoe or hat, but that he has confidence in the establishment where he buys it.

So, when I was in Logan's town to sell him his usual bill, his clerk hailed me from across the street and came over to where I stood. He told me that he had quit his old job and that he was going to put in a new stock. I, of course, had to tell him that I must stay with Logan, but that out of appreciation of his past kindness to me I would do the best I could to steer him right in my line of goods. I gave him a personal letter to another firm that I had been with before and who, I knew, would deal with him fairly.

Fred went in to market. When in the city he tried to buy some goods of my firm. He intended to take these same goods and sell them for a lower price than Logan had been getting, and thus cut hard into Logan's trade. But the big manufacturers, you know, are awake to all of those tricks and a first-class establishment will always protect its customers. My house told Fred that before they could sell to him they would have to get my sanction. They wired me about it, and I, of course, had to be square with my faithful old friend, Logan; I placed the matter before him. As I was near by, I wrote him, by special delivery, and put the case before him. He, for self-protection, wired my house that he would prefer that they would not sell his old clerk who was now going to become his competitor. In fact, he said he would not stand for it.

The very next season things came around so that Logan went out of business, and then I knew that I was "up against it" in his town--my old customer gone out of business; Fred not wanting, then, of course, to buy of me. But I took my medicine and consoled myself with the thought that a few grains of gold would pan out in the wash.

Up in a large town above Logan's I had a customer named Dave, who had moved out from Colorado. He was well fixed, but he had not secured the right location. Say what you will, location has a whole lot to do with business. Of course, a poor man would not prosper in the busy streets of Cairo, but the best sort of a hustler would starve to death doing business on the Sahara. A big store in Dave's new town failed. He had a chance to buy out the, stock at 75 cents on the dollar. He wished to do so; but, although he was well-to-do, he didn't have the ready cash.

One night I called on Dave and he laid the case before me. He told me how sorry he was not to get hold of this "snap." I put my wits together quickly and I said to him: "Dave, I believe I can do you some good."

The next morning I went to see a banker, who was a brother-in-law of Logan's and who had made enough money, merchandising and out of wheat, down in Logan's old town, to move up to the city and go into the banking business. The banker knew all about the way that I had treated his brother-in-law, and I felt that because I had been square with Logan he would have confidence in anything I would say to him. I laid the case before the banker. I told him I knew Dave to be well fixed, to have good credit, to be a good rustler and strictly straight.

In a little while I brought Dave to meet the banker. The banker immediately, upon my recommendation, told him that he could have all the money he needed-$16,000. The banker also wired to the people who owned the stock--he was well acquainted with them--and told them he would vouch for Dave.

The deal went through all right and Dave now buys every cent's worth, that he uses in my line, from me. He is the best customer I have; I got him by being square.

A great mistake which some salesmen make when they first start on the road is to "load" their customers. The experienced man will not do this, for he soon learns that he will "lose out" by it. A merchant will not long continue to buy from a traveling man in whom he has no confidence. He, in great measure, depends on the judgment of the traveling man as to the styles and quantities he should buy. If the salesman sells him too much of anything it is only a matter of time when the merchant will buy from some other man. When a storekeeper buys goods he invests money; and his heart is not very far from his bank-book.

The time when the traveling man will ram all he can into an order is when the merchant splits his business in the salesman's line, buying the same kind of goods from two or more houses. Then the salesman sells as much as he can, that he may crowd the other man out. But even this is poor policy.

I once took on a new town. My predecessor had been getting only a share of his customer's trade; two others had divided the account with him. I made up my mind to have all of the account or none. The merchant went to my sample room and gave me an order for a bill of hats. He bought at random. When I asked him what sizes he wanted, he said: "Oh, run 'em regular." "Very well," said I, "but will it not be well to look through your stock and see just what sizes you need? Maybe you have quite a number of certain sizes on hand and it will be needless for you to get more of them. Let's go down to the store and look through your stock."

We went to his store. The first item on the order he had given me was one dozen black "Columbias." I found that he had five dozen already on hand. "Look here," said I, "don't you think I would better scratch that item off of the bill?" I drew my pencil through the "one dozen Columbias."

"Now let us go through your whole stock and see if there are not other items you have duplicated," I suggested. We worked together for four hours--until after midnight. It was the biggest mess of a stock I ever saw. When we got through I had cut down my order three-fourths.

"See," said I, showing the merchant my order-book and his stock list-- which every merchant should have when he goes to buy goods--"you have enough of some kinds to last you three years. Others, because they have gone out of style, are worth nothing. All you can get out of them will be clear profit; throw them out and sell them for any price.

"Do you know what has been happening to you right along? Three men-- and the one from my firm is just as guilty as the rest--have been loading you. Why, if I were a judge and they were brought before me, I'd sentence them to jail."

"And I guess I ought to be made to go along with them," broke in my friend, "for participating in the crime."

"That I will leave you to judge," said I, "but there is one thing for sure: You will not see me back here again for a year; it would be a crime for anyone to take an order from you during that time. And when I do come I want all of your business, or none; you haven't enough for three, or even for two. You can buy no more than you can sell to your customers, unless you go broke some day. Your interest and my interest are the same. In truth, I stand on the same side of the counter as you do. It is to my interest to treat you right. My firm is merely the one from which you and I together select your goods. Ought I not to see that they give you the right things at the right prices? If I treat you right, and my firm does not, you will follow me to another; if I treat you wrong I'll lose both your confidence and my job."

That man today gives me all of his business; I got him by being square.

By being over-conscientious, however, a salesman sometimes will not let his customer buy enough. This is frequently to the disadvantage of the merchant. To sell goods a merchant must have goods; to have them he must buy them. The stingy man has no business in business. Many a man becomes a merchant and, because he is either too close-fisted or hasn't enough capital or credit with which to buy goods, is awakened, some fine morning, by the tapping on his front door of the Sheriff's hammer. A man may think that if he goes into business his friends will buy "any old thing, just because it's me"; but he will find out that when he goes to separate his friends from their coin he must give them the kind of goods they want. The successful merchant is the man who carries the stock.

One of my old friends, who was a leading hat salesman of St. Louis, once told me the following experience:

"Several years ago I was out in western Texas on a team trip. It was a flush year; cattle were high. I had been having a good time; you know how it goes--the more one sells the more he wants to sell and can sell. I heard of a big cattleman who was also running a cross-roads grocery store. He wanted to put in dry goods, shoes and hats. His store was only a few miles out of my way so I thought that I would drive over and see him.

"How I kicked myself when I drove up to his shanty, hardly larger, it seemed to me, than my straw-goods trunk! But, being there, I thought I would pick up a small bill anyway. I make it a rule never to overlook even a little order, for enough of them amount to as much as one big one. When I went in the old gentleman was tickled to see me and told me to open up--that he wanted a 'right smart' bill. I thought that meant about $75.

"I had to leave my trunks outside--the store was so small--so I brought in at first only a couple of stacks of samples, thinking that they would be enough. I pulled out a cheap hat and handed it to him.

"'That's a good one for the money,' said I, 'a dollar apiece.' I used to always show cheap goods first, but I have learned better.

"He looked at my sample in contempt and, pulling a fine Stetson hat off his head, said: 'Haven't you got some hats like this one?'

"'Yes, but they will cost you $84 a dozen,' I answered, at the same time handing him a fine beaver quality Stetson.

"'The more they cost the better they suit us cattlemen; we are not paupers, suh! How many come in a box?'

"'Two.'

"'Two?' said he. 'You must be talking about a pasteboard box; I mean a wooden box, a case.'

"'Three dozen come in a case, Colonel.'

"'Well, give me a case.'

"I had never sold a case of these fine goods in my life, so I said to him: 'That's lots more, Colonel, than I usually sell of that kind, and I don't want to overload you; hadn't we better make it a dozen?'

"'Dozen? Lor', no. You must think that there's nobody in this country, that they haven't any money, and that I haven't any money. Did you see that big bunch of cattle as you came in? They're all mine--mine, suh; and I don't owe the bank a cent on them, suh. No, suh, not a cent, suh. I want a case of these hats, suh--not a little bundle that you can carry under yo' arm.'

"I was afraid that I had made the old gentleman mad, and, knowing him by reputation to be worth several thousand dollars, I thought it best to let him have his way. I went through the two stacks with him and then brought in the rest of my samples. He bought a case of a kind right through--fine hats, medium hats and cheap hats for greasers; he bought blacks, browns and light colors. I was ashamed to figure up the bill before his face. But just as soon as I got out of sight I added up the items and it amounted to $2l00--the best bill I took on that trip.

"I sent the order in, but I thought that I would not have to call there again for a long time. The house shipped the bill, and the old gentleman discounted it.

"Next trip I was intending to give that point the go-by. I really felt that the old gentleman not only needed no more goods, but that he would shoot me if I called on him. But when I reached the town next to his, my customer there, who was a friend of the Colonel's, told me that the old gentleman had sent him word that he wished to buy some more goods and for me to be sure to come to see him.

"When I came driving up to the Colonel's store the back end of it looked peculiar to me. He had got so many goods from me that he had been obliged to take the wooden cases they were shipped in and make out of these boxes an addition to his store. Lumber was scarce in that country. The Colonel came out and shook hands with me before I was out of my wagon. I was never greeted more warmly in my life.

"'Look heah,' he began, 'I owe you an apology, suh; and I want to make it to you befo' you pass my threshol', suh. When you were heah befo' I fear that I allowed my indignation to arise. I am sorry of it, suh, sorry! Give me yo' hand and tell me that you will pahdon me. I can't look you square in the face until you do.'

"'Why, Colonel, that's all right,' said I, 'I didn't want to abuse your confidence, but I fear that I myself was impertinent in trying to show you that I knew more about your business than you did. I want to beg your pardon.'

"'No pahdon to grant, suh; and I want you to accept my apology. The truth is the cowboys in this country have been deviling me to death, nearly--ever since I started this sto'--to get them some good hats-- good ones, suh. They told me that they couldn't get a decent hat in this whole country. I promised them that I would buy some of the best I could find. When yo's came some of the boys saw the wagon bound for my store, ten miles out of town. They fo'med a sort of a procession, suh, and marched in with the team. Every one of these boys bought one of those finest hats you sold me. They spread the news that I had a big stock and a fine stock, all over this country; and, do you know, people have come two hundred miles to buy hats of me? Some of my friends laughed at me, they say, because I bought so many that I had to use the cases they came in to make an addition to my sto'. But the more they laughed, suh, the more necessary they made the addition. If you can only get people to talking about you, you will thrive. Believe me in this, suh: If they say something good about you, that is good; if they say something bad about you, that is better--it spreads faster. Those fool merchants did not know, suh, that they were helping my business every time that they told about how many hats I had bought, until one day a fellow, when they were laughing about me, said: "Well, if that's the case I'll buy my hat from him; I like, anyway, to patronize the man who carries a good stock." Now you just come back and see how empty my addition is.'

"I went back into my addition and found that the Colonel's hats were nearly all gone. He had actually sold--and out of his little shanty-- more of my goods than any other customer I had. When I started to have my trunks unloaded the Colonel said to me: 'Now just hol' on there; that's entirely unnecessary. The last ones sold so well, you just duplicate my last bill, except that you leave out the poah hats. Come, let's go up to my house and have a julep and rest a while.'"

Although a man's friends will not buy from him if he does not carry the goods, he will yet get their patronage over the other fellow if he has the right stock. Here's where a man's personality and adaptability are his stock in trade when he is on the road; and the good salesman gets the business over his competitor's head just by being able to turn the mood of the merchant he meets. The more moods he can turn, the larger his salary.

One of my musician road friends once told me how he sold a bill to a well-known old crank, now dead, in the state of Montana.

"When I used to work at the bench, years ago," said he, as we sat in the smoker, "evenings when I was free, for relaxation, I studied music. Our shop boys organized a brass band. I played the trombone, and learned to do so fairly well. I never thought then that my music would fatten my pocket-book; but since I have been on the road it has served me a good turn more than once--it has sold me many a bill.

"You've heard of the 'Wild Irishman of Chinook,' haven't you?"

"Old Larry, the crank?" said I.

"Yes, old Larry, the great."

"Well, sir, the first evening I ever went into Larry's store, I hadn't been in a minute until he said to me: 'Oi'm all full up; Oi've got plinty of it, I doon't give a dom pwhat ye're silling.'

"I paid no attention to him, as I had heard of him; instead of going out I bought a cigar and sat down by the stove. Although a man may not wish to buy anything from you, you know, he is always willing to sell you something, even if it is only a cigar. I've caught many a merchant's ear by buying something of him. My specialty is bone collar buttons--they come cheap. I'll bet that I bought a peck of them the first time I made a trip through this country.

"I had not been sitting by the stove long until I noticed, in a show case, a trombone. I asked Larry to please let me see it. 'Oi'll lit ye say the insthrumint,' said he, 'but pwhat's the good of it? Ye can't play the thromboon, can ye? Oi'm the only mon in this berg that can bloo that hairn. Oi'm a mimber of the bhrass band.'

"I took the horn and, as I ran the scale a few times, Larry's eyes began to dance. He wouldn't wait on the customer who came in. The instrument was a good one. I made 'Pratties and fishes are very foine dishes for Saint Pathrick in the mairnin'' fairly ring. A big crowd came in. Larry let business drop entirely and danced a jig. He kept me playing for an hour, always something 'by special rayquist'--'Molly Dairlint,' 'Moggie Moorphy's Hoom' and everything he could think of. Finally he asked me for 'Hairts Booed Doon.'

"As I played 'The Heart Bowed Down,' tears came to the old Irishman's eyes. When I saw these, I played yet better; this piece was one of my own favorites. I felt a little peculiar myself. This air had made a bond between us. When I finished, the old man said to me: 'Thank ye, thank ye, sor, with all my hairt! That's enoof. Let me put the hairn away. Go hoom now. But coom aroond in the mairnin' and Oi'll boy a bill of ye; Oi doon't give a dom pwhat ye're silling. If Oi've got your loine in my sthore Oi'll boy a bill; if I haven't, Oi'll boy a bill innyway and stairt a new depairtmint. Good noight, give me yer hand, sor.'

"Not only did Larry give me a good order, but he went to two more merchants in the town and made them buy from me. He bought every dollar's worth of his goods in my line from me as long as he lived."

[The end]
Charles N. Crewdson's short story: Square Deal Wins

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