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Author: 
 
 Evans, Charles T. 
 
 Title: 
 
 Evans's essays 
 
 Place: 
 
 Providence, R.l. 
 
 Date: 
 
 1913 
 
COLUMBIA UNIVERSITY UBRARIES 
 PRESERVATION DIVISION 
 
 BIBLIOGRAPHIC MICROFORM TARGET 
 
 MASTER NEGATIVE f 
 
 ORIGINAL MATERIAL AS FILMED • EXISTING BIBUOGRAPMC RECORD 
 
 Business 
 
 254.52 
 
 Eyl Evans, Charles T 
 
 Evans's essays; practical hints for retail 
 jewelers by one of them, Charles T. Evans* 
 Being articles reprinted front ^The liKDufto«> 
 turine; jeneler*" IVovidenoe^ R. Frosty 
 191S« 
 
 2 p. 1., fiiij-xi, 397 p. front, (port.) 
 On oomrs Seoond edition* 
 
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Columtria (Hnttiertfttp 
 
 LIBRARY 
 
 School of Business 
 
 Given by 
 
 The ^mer/cqn iil^iional 
 
EVANS'S ESSAYS. 
 
f 
 
 EVANS'S ESSAYS 
 
 PracUcal mt9 tor. Retaji Jewelers 
 
 .# * # 
 
 by One of Tliem 
 
 ' •»»•«,'» •„''« 1 a (r. ,. 
 
 * t <■ • • • • J '' • • * 
 
 GHARLEa T. EVANS 
 
 Being articles reprinted from 
 "The Ma n u f a c turing Jeweler" 
 
 Providinci, R. I. 
 WALTER B. FROST & COMPANY 
 42 WiYBossBT Street 
 1913- 
 
■4 
 
 by* Walter K i!*RosT 
 • • iu)8 . - -* - 
 
 Copyright 
 by Waltie B. FmofT 
 1913 
 
 3 254-- SI 
 
 CONTENTS. 
 
 The Store and its Departments. 
 
 OlArTBIt PAM 
 
 I. The Retail Jewelry Business i 
 
 II. Starting a Store with Small Capital. 8 
 
 III. The Repairing Department 17 
 
 IV. S3r8teni in Handling Repair Work. 20 
 
 V. The Engraving Department 23 
 
 VI. Advertising by the Retailer 27 
 
 VII. Advertising the Repair Department 31 
 
 VIII. The Buying of Stock 35 
 
 IX. Taking Cash Discounts. 39 
 
 X. Show Windows and Their Uses 42 
 
 XI. Cards for the Store and Window... 48 
 
 XII. The Disposing of Old Stock. 51 
 
 XIII. The Optical Side of a Retail Store 54 
 
 XIV. Safe-guarding of Valuables 58 
 
 XV. How the Souvenir Craze Helps Trade. . . 62 
 
 XVI. Side Lines in a Jewelry Store 66 
 
 XVII. The Jeweler and his profit 70 
 
 XVIII. The Basis for Credit 74 
 
 XIX. The One-Price System 78 
 
 XX. *' Your Money Back if You Want it " 82 
 
 XXI. The Jeweler's Guarantee. 86 
 
 XXII. Why Trade Papers are Necessary 89 
 
 XXIII. The Jeweler and the Department Store. . . 93 
 
iv CONTENTS. 
 
 — ■ , „ f. ^ 
 
 The Jeweler and the Seasons. 
 
 CHAPTBK PACK 
 
 XXIV. The Beginning of the Year 96 
 
 XXV. A Few Thoughts of (xentle Spring. 103 
 
 XXVI. June Weddings and Graduations 106 
 
 XXVII. Jewelry Business in the Summer-Tinie . . . iii 
 
 XXVIII. The Vacation Season 115 
 
 XXIX. Fall Opening Day 119 
 
 XXX. Handling the Holiday Rush 122 
 
 XXXI. The Show Window During December .... 135 
 
 XXXII. Helping the Purchaser at Christmas 128 
 
 XXXIII. Preventing Thefts at Christmas-time i j2 
 
 Methods of Conducting Business. 
 
 XXXIV. The Value of a Good Name 136 
 
 XXXV. Co-operation and Syston 139 
 
 XXXVI. Practical Advice for Salesmen 1 42 
 
 XXXVII. Through Labor Comes Reward 145 
 
 XXXVIII. How to Hold our Customers 148 
 
 XXXIX Reputation and Credit 151 
 
 XL. The Ideal Jewelry Clerk 155 
 
 XLI. Competition the Life of Trade 159 
 
 XLII. Be Generous to Customers 163 
 
 XLIII. The Average Man Described 166 
 
 XLIV. The Good-WiU of a Business 170 
 
 XLV. Frioidship in Business 174 
 
 XLVI. Do Your Best and Do It Now 177 
 
 XL VII. Have Confidence in Yourself 180 
 
 XLVIIL Luck or Pluck, Which Wins 183 
 
 XLIX. Comparing Notes Profitable i86 
 
 CONTENTS. V 
 
 Methods of Conducting Business — Continued. 
 
 CHAPTBR '•A*^" 
 
 L. Evils of Procrastination 189 
 
 LI. The Force of Example. 193 
 
 LI I. Making a Salesman 196 
 
 LIIL The Proper Use of Time 200 
 
 LIV. Tact and Dtpkmacy 204 
 
 LV. Cultivate a Spirit of Contentment 208 
 
 LVI. Pointers about Store Keeping 212 
 
 LVII. The Follow Up System 316 
 
 LVI II. The Treatment of Customers 219 
 
 LIX. The Art of Letter Writing 223 
 
 LX. A Business Built on Honor 227 
 
 LXI. Relations of Employe and Employer 231 
 
 LXIL Know Your Goods and Stock. . » 334 
 
 LXni. The Holding of Customers 237 
 
 LXIV. Be Well and Neatly Dressed 241 
 
 LXV. Go Forward and Not Back 345 
 
 The Philosophy of Business, 
 
 LXVI. The Line of Least Resistance 249 
 
 LXVII. Sympathy for the Troubles of Customers. 253 
 
 LXVIIL A Cause for Every Result 257 
 
 LXIX. The Element of Chance 261 
 
 LXX. Profiting by Experience 265 
 
 LXXI. The Well Balanced Life 369 
 
 LXXII. Self Satisfaction ; Is it Commendable ?. . .273 
 
 LXXIII. See Ourselves as Others See Us 277 
 
 LXXIV. Optimism in Business 281 
 
 LXXV. The Border Line 285 
 
vi 
 
 CONTENTS 
 
 Thk 
 
 CKArrsK 
 
 LXXVI. 
 
 Lxxvir. 
 
 LXXVIII. 
 LXXIX. 
 
 LXXX. 
 
 Lxxxr. 
 
 LXXX 1 1. 
 LXXXIII. 
 
 LXXXIV. 
 LXXXV. 
 LXXXVI. 
 LXXX VI I. 
 
 LXXXVIIL 
 Ii«XXXIX* 
 
 xc. 
 
 XCL 
 
 XCIL 
 
 XCIIL 
 
 XCIV. 
 
 xcv. 
 
 XCVL 
 XCVIL 
 XCVIIL 
 XCIX. 
 
 c. 
 
 Philosophy of Business^ CImi^Smmm^ 
 
 PACB 
 
 Keeping Everlastingly at it 289 
 
 Persistency in a Good Cause. 295 
 
 Health as an Adjunct of Success. 297 
 
 The Jeweler and his Guarantee 301 
 
 The Psychological Moment in a Sale .... 305 
 
 As a Man Thinketh, So is He 309 
 
 What Does Your Name Stand For? 314 
 
 The Ketail Jeweler as a Business Man and 
 
 Citizen 318 
 
 The Power of Example 322 
 
 The Jeweler and His Watch Department. 32 7 
 
 Transforming Lookers into Buyers 332 
 
 How to Use Imagination in Business. . . .336 
 
 Positiveness as Business Asset . . ^ 340 
 
 Enterprise and Enthusiasm Hand in Hand.345 
 
 Keeping One's Courage High 349 
 
 Confining Stock to Special Lines. 353 
 
 Tactics for the Reserve Forces. 357 
 
 How Summer Vacations Help Our Busi- 
 ness 362 
 
 Views From the Customer's Standpoint. .367 
 
 The Time to Stop Talking 371 
 
 Handliog a Group of Customers 375 
 
 Living and Learning 379 
 
 Taking Chances to Sell More Goods 384 
 
 Making Valuable Allies of Your Clerks. . .388 
 Relation of Credit to Success in Business.393 
 
 FOREWORD BY THE AUTHOR 
 
 IN the fall of 1903, there appeared in "The Manufacturing 
 Jeweler," a weekly trade paper published in Providence, 
 R. L, an invitation to all mtcrested readers, to submit essays 
 on the subject, "The Art of Selling Jewelry/' and offering 
 to tiiree tabniitting tbe most meritorious articles, cash 
 prises a» rewards for their ^orts. The writer read tiie no- 
 tice, and resolved to compete. The article which he sent in 
 proved to be the prize winner, and, as a result, the editor of 
 "The Manufacturing Jeweler" requested him to write a se- 
 ries of articles especially designed for retail jewelers, each 
 article to be complete in itself. Neither the editor nor my- 
 self had any expectation that die articles would be contin- 
 ued as long as they were. But as week after week rolled 
 around, a new subject suggested itself, which was enlarged 
 upon, and developed to the author's best ability. 
 
 That the articles continued to appear can be accounted for 
 in two ways: The encouragement given me by the editor, 
 and kind letters sent me by interested readers tiirough- 
 oat the United States and Canada. At periodical times the 
 notion would strike me tiiat I had exhausted myself; that 
 the articles no longer contained the interest or force which 
 those written previously had; in fact that the time had ar- 
 rived when it would be good policy to retire. Just about 
 tills time, I would receive a letter from the editor express^ 
 
viii 
 
 FORE WORD. 
 
 ing his satisfaction with the articles, enclosing some dip- 
 ping or card, which nc had received, and teUing ram to con- 
 tinue to send the articles untU ho told mo to stop. Tlion at 
 other tiiiiei» kiiid fnendt would drop me a Hue of enconr- 
 ag«meiit;» qpeakiiig eq>cciaUy of eome one article which had 
 met with tiieir i^Predation. Without the help so freely 
 given in this way I could not have continued. The writer 
 had never claimed that his articles were of unonial merit, 
 nor has that idea ever posseseed him. What has been writ- 
 ten has been taken from actual experience, and what haa 
 teemed to me to be good policy for us to adopt has been 
 freely passed along throu^i the columns of "The Manufac- 
 turing Jeweler." 
 
 That the articles met with the iqn»roval of tiie retail jew- 
 elry trade who read tiiem. writer has definite knoiriedge. 
 From imrcstigation, however, I have found that many re- 
 tailers do not read their trade papers as thoroughly as they 
 might They feel that they are so busy that it is a waste of 
 time to do so. If jewelers generally were to read their 
 trade papers more thoroughly the trade at large would be 
 thousands of dollars better off at the end of each year. We 
 read of tricka bemg played iqpon a Jeweler hi one section of 
 the country resultfaig hi financial loss. If the accounts were 
 read by the trade, each would be on the lookout. But we 
 find that the same tricks are worked again and again on jew- 
 elers, who from the costliness of their goods cannot afford 
 to stand such losses. If the jewelers followed tiie issues of 
 the trade pliers, for no other reason tfian to keep them- 
 selves posted as to the latest unproved metiiods for IWhig 
 without workmg, as weU as keeping in touch with the old- 
 time games, it would be worth their while. But aside from 
 the preventative good which comes from reading such pa- 
 pers, the careful reader will find many good suggestions con- 
 
 FOREWORD. ' ix 
 
 tained in each number, which, if followed, will assist materi- 
 ally in stimulating hia buainesa. 
 
 Read the trade papers; read the editorials; read the con- 
 tributed artides; read tiie news correspondents' letters; read 
 die advertisements. You cannot itford to slight any part 
 of it. No matter if when you read the article, you find 
 that it coincides with your own ideas; no matter if you can 
 truthfully say that you knew all this before. It is certainly 
 worth while knowing what the opinions of others are, and 
 if they agree with your own, so much tiie better. It is cer- 
 tahily a satisfaction to know that otiiers agree with you. 
 
 In writing these articles it has been more difficult to ob- 
 tain the subjects than to write the articles themselves. The 
 field in the retail jewelry business is quickly covered by a 
 writer on general busmess principles. A technical writer 
 m^ cany on his writings hidefinitely with descriptions of ex- 
 periments made or facts learned through investigation. The 
 artldea which I have written were all carefully thought out 
 before they were written. To find the time to put these 
 thoughts into proper form was sometimes difficult 
 
 The writing of these articles has been a pleasure to me, 
 and through them I have developed a friendahl^ and ac- 
 quamtance with the jeweliy trade ^iriiich otherwise would 
 h«te been hnpossihle. To the e^tor of "The Manufactur- 
 ing Jeweler^ for his kindly encouragement, and to the jew- 
 elry trade for their friendly interest as manifested by their 
 letters and calls in person, I wish to extend my smcere and 
 thankful appreciation. 
 
 CHARLES T. EVANS. 
 
 Utica, N. Y., January 9, 1908. 
 
PREFACE BY THE EDITOR. 
 
 o 
 
 MR. EVANS has told, in his "Foreword," how these 
 "Essays" came to be written, but he has not told 
 why th^ were coUected and irabliahed in book f ona 
 
 The articles, as they iq[>i»eared at first from week to week 
 in **The Mannfactaring Jeweler," and later from month to 
 month, attracted wide-spread and favorable attention 
 Readers of all classes, both among the retailers for whom 
 they were primarily written, as well as among wholesale 
 dealers and manufacturers, took frequent occasion both by 
 letter and by personal interview to speak of tlie "Svans Let- 
 ters" in words of Ae warmest praise. Mr. Evans seems to 
 have ^e faculty of expressing in straightforward, readable 
 language the ideas and aspirations which the majority of 
 business men believe in and hope for, even if they do not 
 always live up to them. His facility, directness and fullness 
 of expression, concerning what might be ordinarily consid- 
 ered a dry subject, are quite remarkable, em>ecially coming 
 from a man without previous literary training. Some of his 
 essays on business edncs, and ^e attributes of personality 
 and character necessary for success, are quite equal t6 any- 
 thing Benjamin Franklin ever wrote. 
 
 Appreciating the value of these articles, and realising the 
 ephemeral character of periodical literature, I felt tiiat it was 
 a duty I owed to die jewehry trade to preserve tfiese writings 
 in a permanent form. I fully understand the financial risk 
 involved in the publication of a book appealing to such a 
 small circle as constituted by the jewelers, but if I secure a 
 return of my investment I shall feel amply satisfied, while 
 
 PRE FA CE 
 
 xi 
 
 if I come out of die enterprise with a considerable loss> I 
 shall stiU feel diat I have performed a distinct service in 
 rescuing these matchless articles from oblivion. 
 
 WALTER B. FROST. 
 
 Providence, R. I., January 25, 190&. 
 
 PREFACE TO SECOND EDITION. 
 
 o 
 
 WHEN the first edition of "Evans's Essays" was issued 
 five years ago, it was thought to be large enough 
 to meet all possible demands as long as interest in the 
 articles should survive. The call for the book, however, was 
 so continuous that the edition was exhausted some time ago. 
 
 In 1909 we induced Mr. Evans to prepare a second series 
 of articles, which were published in "The Manufacturing 
 Jeweler" over a period of about a year and a half. The best 
 of these essays have been grouped and published in frhift 
 second edition, beginning on page 249, under die heading, 
 "The Pfailosq^y of Business," dins rounding out a baSL one 
 hundred chapters. 
 
 One great value of all of these articles is that while they 
 seem to breathe a spirit of idealism, yet they are truly prac- 
 tical. They constitute the reflections of a successful retail 
 jeweler, couched in the clearest Rngiiyh, and teeming with ad- 
 vice worth heeding. No jeweler can read these essays widi- 
 oiit profiting thereby. 
 
 WALTER B. FROST. 
 
 Pwidence, R, I., Jan. i, 1913. 
 
THE STORE AND ITS DEPARTMENTS. 
 
 CHAPTER I. 
 
 THE RBTAIL JBWBLRY BUSINESS. 
 
 Its Advantages, Possibilities and Opportunities — Essentials 
 for Success and Dangers to be Carefully Avoided by Re- 
 
 If we could have this power, besides having the ability 
 to see our faults and failings, perhaps we would be in a 
 better position to see the opportunities contained within 
 ourselves and in our business. It is so easy to account 
 for failure or defeat by saying that one's advantages have 
 been less, and disadvantages more, than have fallen to 
 the lot of other more successful men, and it strikes one 
 that fortune has favored them. The trouble with many 
 of us is that we are so busy watching with a jealous eye 
 the progress of others, and thinking of our own unsatis- 
 factory condition, that we are unable to recognize oppor- 
 tunities which come to all of us with more or less fre- 
 quency. 
 
 "Fortune knocks once at every man's door," bat many 
 of us are like the Irishman in the story, who was afraid to 
 go to iht door, for fear that it was a wolf knocking^ 
 We all desire success, and read with interest the lives of 
 successful men, but we seem to arrive at the conclusion 
 that they were men of destiny, or that some unusual cir- 
 cumstance has hap{>ened to them which has placed them 
 in positions of trust, or connected them with men so sit- 
 uated as to be able to throw opportunities in their way. 
 The energy displayed by some mem, to avoid hard or dis- 
 
 tailers. 
 
2 
 
 EVANS'S ESS A YS. 
 
 ^[reeable work, rightly expended, could not fail to land 
 them at the height of their ambitions. So, too, with 
 those who work and scheme to make sl living without 
 work. 
 
 Of all businesses of which one can think, to my mind 
 the retail jewelry business offers the most attractive 
 means of earning one's livelihood, and, while it seldom 
 leads to riches, yet it almost surely returns a man the 
 means for a good livii^ in exchan|[e for his labors. The 
 jeweler is fortunate in his selection of his business in 
 that there is coupled with that business repairing depart- 
 ments, which fill in time which would otherwise be idled 
 away, and which in addition give a man experience worth 
 considerable, and help in a decidedly material way to 
 pay his expenses and contribute to his profits. This re- 
 pairing cultivates within a man the habit of industry, the 
 value of which cannot be estimated. The man who has 
 very little to do generally gets tired doing it. It has been 
 well said, "If you want a thing done, have a busy man 
 do it." Because a man is busy it compels him to adopt 
 systematic means and methods, or he couUl not conduct 
 his business. The man with lots of repairing cannot 
 throw thino^s around on his bench, and wait until cus- 
 tomers have made several calls, before he gets around to 
 doing the work. 
 
 The jewelry store, to be successful, must be neat and 
 clean, thus encouraginor the habits of neatness and clean- 
 liness. The goods themselves should and must be kept 
 looking bright and new ; the cards and tags in like condi- 
 tion.^ This will give you pride in your stock, thus mak- 
 ing it possible to make more and better sales. Your re- 
 pairing must be well done, the best of material used, the 
 different articles repaired, cleaned and polished before 
 they are put away. This develops the habits of thor- 
 oughness and carefulness. The jeweler has to have work 
 ready at certain times agreed upon, has to send for goods 
 ordered, etc., all of which makes him prompt in meeting 
 promises. These habits once formed are not easily 
 c!hanf?ed, and for that reason I consider the retail jewelry 
 
 EVANS'S ESSAYS. 
 
 3 
 
 business the best business, because, besides furnishing 
 one with the means of livelihood, it also furnishes one 
 with a moral and business training which fits one to enter 
 and carry on successfully any business, the only require- 
 ments then b^ing necessary is the ordinary trade knowl- 
 edge of that particular business, which to an active mind 
 is but the work of a few months to learn. A man who 
 can successfully conduct a jewelry store can also success- 
 fully conduct any business. I do not refer here to the 
 jeweler whose entire stock is limited to a small amount, 
 and who after years of business has not grown with the 
 times, but to the wide-awake- jeweler, who is so thor- 
 oughly interested in his business that he is ready and. 
 willing to consider (not necessarily adopt) anything 
 which may help his business. 
 
 The danger which the jeweler repairer has to run, is 
 becoming a mere automaton, instead of a man with con- 
 stantly growing powers. Never let the repairing depart- 
 ment sap your vitality by the inroads which it makes on 
 your time. If you can aflford it, employ competent men 
 to take this load from your shoulders, thereby enabling 
 you to devote your efforts to more profitable things. A 
 man can use up more nervous energy mending some 
 broken piece of jewelry, than he can replace by a day's 
 rest. Also, with how much pleasure can you greet a cus- 
 tomer who enters just at that moment? The proprietor 
 of the store, expected as he is to wait on most of the 
 trade, should be free as possible from the petty cares of 
 business, and should feel pleasant when he steps forward 
 to greet customers, as much depends on his manner in in- 
 fluencing the feelings of customers. Also, if a customer 
 happens to enter with a trivial complaint, and the propri- 
 etor is feeling pleasant, he can probably handle that com- 
 plamt to the complete satisfaction of both, and send the 
 customer away with the feeling that Mr. Smith is all 
 right. Jumping up from a bench, where he has been 
 workmg on a mean little job, and inwardly cussing about 
 It, to be met with a complaint at that time sets his nerves 
 
4 
 
 EVANS'S ESSAYS. 
 
 oa edge, and he makes a bad job of handling his cus- 
 t<Hner. So, I say, let others do the worrying little jobs 
 for you. There are plenty of other things to be done 
 about a jewelry store. Why should any one man, unless 
 lie is totally alone, bear the entire burden of work and 
 details of even so small a business as the average retail 
 jewelry store? 
 
 Genius, 'tis said, is the ability for hard work. The 
 mai who make successes of themselves in politics, re- 
 ligion, business or sports, will generally be found to be 
 men who are possessed of no superior qualifications, but 
 have earned their positions in the world through hard 
 work. Keeping everlastingly at it, having the one object 
 in view, and working for it, will generally enable one to 
 accomplish his end. Enthusiasm is necessary. It is per- 
 haps a hard matter to enthuse to any great degree under 
 adverse circtmistances, but even under such conditions, 
 enthusiasm will do much to help maintain things at their 
 proper standard. 
 
 The jewelry business is a nice business, because it is a 
 clean one; the goods handled are pleasing to the eye, ad- 
 mit of handsome window decorations, and are tempting 
 to possible customers. The jeweler has one great foe to 
 cwnbat, and that is the buying of more goods than he 
 can profitably handle. A furniture dealer can only get 
 into his place a certain amount of goods, but the jeweler 
 can buy in thousands of dollars worth of diamonds and 
 put than away in the safe. In stocking a store, and in 
 maintaining such a stock, the writer deems it advisable 
 to put most of our money into goods which have the most 
 ready sales, and for which there are the most calls, and 
 
 comparatiyely little compared with 
 the Size of them. Take silyerware, clocks, and cut glass. 
 What a stock of either one can buy for what a few loose 
 dianMMids will cost. Mind you, the writer believes in a 
 JNBweler carrying expensive goods, and selling them too 
 Iwit If you have a good stock of other goods, like watches' 
 chams, rings and card jewelry, you will have the goods 
 
 EVANS'S ESSAYS 
 
 5 
 
 oftenest bought, and will be able to show most of your 
 callers what they ask, and if your capital is limited and 
 precludes your carrying much of a selection of high- 
 priced gems, your customers will wait while you get them 
 to show. The danger of over-buying is one which the 
 jeweler should try and safeguard against. Wholesalers 
 are all fine men, and are willing to extend liberal terms 
 of credit to customers of whose honesty there is no ques- 
 tion, but the man who takes the long time, invariably 
 pays for it, either in loss of discount, or otherwise. A 
 tray of diamonds would stock an ordinary jewelry store 
 with plated hollow ware, clocks, chains and card jewelry. 
 The wise man learns how to limit his stock. In these 
 days of mail and express service, there is no need of car- 
 rying stock in the safe, except in the fall of the year, on 
 some lines which it is hard to get just when you want 
 them. Buy what you need for immediate use; fill in as 
 occasion demands, and thus keep your stock fresh and 
 up-to-date. It is no sign of exceptional business ability 
 to buy in an unusual supply of goods for which no imme- 
 diate need exists. Any one can buy goods if his credit is 
 good, but it takes a man of executive ability to know 
 when to refuse. The writer does not mean that the man 
 who always treats commercial travelers as though they 
 were bores or highwaymen is an exceptionally bright bus- 
 iness man. There is a happy medium between reckless- 
 ness and extreme carefulness in buying, and that is the 
 path we should try to walk in. If we need goods we 
 must have them, but if we need two or three articles, it is 
 not necessary to buy a dozen for fear that the traveling 
 man will think us small. The traveHng representative is 
 out to sell goods, but he feels better sadsfaction over the 
 bills he sells to careful buyers than the larger ones bought 
 by careless ones. 
 
 iWe should learn to say "no" graciously yet firmly ; gra- 
 ciously, that no oflFence can be taken ; firmly, that our in- 
 tentions cannot be doubted. The traveling man is one of 
 the best friends the retailer has, and it pays to cultivate 
 him. If you trust to his judgment on some things, he 
 
6 
 
 EVANS'S ESSAYS. 
 
 will not let you go astray. Instances have been told me 
 where those who know it all have been allowed to buy 
 old, out-of-date goods. 
 
 The jeweler labofs under one disadvantage which other 
 dealers peiiiaps do not, and that is the long hours, the 
 loigth of time it takes to open and ck>se the store, and 
 the way he ties himself to his business. We should try 
 and develop the different sides of man, the spiritual, men- 
 tal, physical and social. Do not become a man with but 
 one idea. Your efforts for promoting your business will 
 count for more, because of relaxation and exercise in 
 other ways. Working in one line becomes monotonous. 
 So the jeweler should endeavor to so divide his time, that 
 he can occasionally visit the theatre, a football game, a 
 social event, and feel fresh enough on Sunday to attend 
 church. Besides, from the direct benefits derived from 
 attendance at these different affairs, there are indirect 
 benefits which will help improve your business. The 
 people you meet in this way all have more or less occa- 
 sion to visit a jeweler's establishment, and by acquaint- 
 ance with you. and meeting you occasionally, will have 
 you in mind when they need anything. A friend of mine 
 one time stopped in the store and showed me a diamond 
 ring bought at another store, and said that he would have 
 ccrnie to see us, but he never gave it a thought until after 
 he had made the purchase. At the time this seemed 
 rather thin to me, but as he has since bought two dia- 
 moad rings from us, besides other goods, it proves to me 
 that had he thought of the the first time, he would have 
 made that purchase from us. 
 
 This merely goes to illustrate that one is perhaps los- 
 ing sales every day, by keepiij^ himself kxrked in his store 
 waiting for custcmiers, while his competitors are keeping 
 themselves in touch witii prospective customers by at- 
 tending the different affairs, which he naturally would 
 were they empk>yed by another. A man should not be 
 too hard a master of himself. Manv men are their own 
 worst enemies, and many, too, are their own taskmasters. 
 It is not necessarily the man who bustles about his busi- 
 ness who is the best business man, but he appears busy to 
 
 EVANS'S ESSAYS. 
 
 7 
 
 the onlooker. We should always be busy, especiaUy 
 when our regular callers stop in, as appearances c<Mmt for 
 Tereardeal We should also preserve a httle mdepend- 
 en?e in regard to doing work too quickly. Sometimes in 
 trvTng to be accommodating, we give people the idea that 
 we were waiting for the job which they brought in, and 
 Z wr ter has hoivd the rimark made, that other stores- 
 
 ihere the job had been <Jf ^d-f^to do^^l^ eweler 
 but so and so had been glad to get it to do A jeweler 
 
 in addition to the regular <l«^<^i?^:}^;;^\^'f ^^c'ess^^^ 
 cess, must be a diplomat, and we find that f ^^^^^'^^^^^^ 
 ipwelers are those who combine this quality with the rest. 
 The 1^1^ of^l^g the right thing at the right time ; 
 I?tr2tog s^c rS asl joke with some custoniers, 
 ^d S^i^ting the desire to jest with others ; making 
 ZcSsZ whli necessary or advisable — sj-^ 
 so doine when our dignity demand it. All ot tlie cimer 
 ^^Kns and coiSiitions demand that tact and diplo- 
 SacJTused, and he who best understands how to use 
 it, will obtain the best results. 
 
 Let us therefore resolve that our business is the best 
 buSLs ; Lt we would not be in any other bus^es^^^^^ 
 we could : that we are successful, and will be more sue 
 cessful; that we will use all comers as though they we^ 
 our onlv customers, and we depended upon them sup- 
 port, and that we will aim high, and if we are unable to 
 reach the heights to which we aspire, we will have the 
 satisfaction that we have done our best. 
 
 " Honor and shame from no condition rise. 
 Act wdl your part, there all the honor lies.** 
 
i_ EVANS'S ESSAYS. 
 
 CHAPTER II. 
 
 STARTING A STORE WITH SMALL CAPITAL. 
 
 ^ 1"^ ^""'A^T f io that a Fine Showing is 
 
 Made and Only SaloAk Goods an Secunrf-Buy Your 
 First Stock with Your Own Mon^, tiin. Save Your 
 Credit for Later NacMMitka. 
 
 MOST young men are ambitions, and desirous of 
 worldly success because of what that success 
 will brmg. In any line of *>usiness you will find 
 that the employe is anxious to become the employer It 
 has been said that it is not what one earns, but what he 
 saves, which will make a man wealthy. And it has also 
 been said that a man cannot become rich while workini? 
 for wages. Of course, the element of chance enters into 
 every transaction, however small Many engage in busi- 
 ness without success, and such would have done better 
 to have remained as employes. If a man is willing to 
 work a little harder for himself than he^did for his em- 
 ployer; if he is willing to make haste slowly, then he 
 can count almost surely on eventuallv being successful 
 The trouble with many who conteinplate en^a^n^ in 
 busmess is that they wish to carry as large a stock and 
 as expensive goods, as do their competitors who 'have 
 been engaged in business for twenty years or more 
 
 Years ago a young man starting in the jewelry busi- 
 ness was satisfied to begin small, and, because of such 
 jM^nning^ he was the complete master of his business 
 from start to finish. To begin business under a crush- 
 ing load of mdebtedness, which constantly erows 
 heavier, is, to say the least, discouraging. What satis- 
 fecbon can there be to see in our shovvlases exne^Tv^ 
 
 article is not intended to tell what not to do, but how to 
 
 EVANS'S ESSAYS. 
 
 9 
 
 start a jewelry business with a limited capital, what 
 goods to handle, and so on. 
 
 What is more natural than that a young man em- 
 ployed as a watchmaker, whose work is perfectly satis- 
 factory, and whose presence in the store is an added 
 drawing card for trade, should begin to think about 
 starting in business for himself? He can do the same 
 work just as well for himself as for another. The same 
 customers who come to patronize him now will do so 
 when he is in business for himself. He knows just 
 what his employer makes through the sales which he 
 (the employe) makes, and naturally thinks that that 
 profit might just as well have been his had he been m 
 business for himself. All this is true. Every man has 
 his friends, more or less, according as he makes the ef- 
 fort to be agreeable. These friends will not only come 
 themselves to trade, bufr will do their best to encourage 
 their friends to come to see you for their jewelry pur- 
 chases. Our young man is capable, earnest and willing. 
 He has cultivated friendship, and saved his money, until 
 he feds that he has enough to make the start. Then, he 
 launches forth on his business career, which may be one 
 that will last a half-century. The jewelry business is a 
 peculiar one, in that while few obtain wealth through its 
 ccmduct, yet most of its devotees earn a comfortable liv- 
 
 The young man who has $2,500 to invest in opening 
 up a jewelry business has got to figure things down very 
 close, in order to obtain nice fixtures, and even a fair as- 
 sortment of medium priced goods. With care, however, 
 one can buy, with such an amount, a comparatively good 
 stock of the goods for which there is the most call, and 
 the writer will try to tell how to do it. It has been stated 
 by s(xne trade paper writers that if a man hais $2,500 
 he can buy $5,000 worth of goods, half on credit. Sup- 
 posing he takes advantage of such generosity on the part 
 of the wholesaler, in what position does he place him- 
 self? Can he contract other bills for desirable goods, 
 which he has need of, if one-half of his store is owned 
 
10 
 
 EVANS'S ESS A YS, 
 
 by others than hlmsdf ? A young man opening up in 
 business cannot foresee what kind of goods he will have 
 sale for. Perhaps the very things he has bought will 
 Unger m his cases, whik he must needs order other 
 goods, few whidi there is demand. He is in the same 
 position as the retaUer in buying goods for holiday trade 
 three or four mondis ahead of time. He buys an aver- 
 age stodc, that is he buys a little of everything, replen- 
 ishuig his entire stodk, getting ready for holiday busi- 
 ness. Perhaps the demand will be along two or three 
 particular Imes, which he must order and reorder, while 
 . f^^li'^^ ^ undisturbed in their several places in 
 
 h ^ ^ ^f^^' P'***^^^^ ^^Pital back of 
 
 him, can stand this. Not so, however, the young man 
 who, just startmg m business, has already reached the 
 tort of his credit. Better begin in a small way. The 
 
 SIJ??!'?^'' 9^i."^ anything.- This is an 
 nnpossibihty m conducting a jewelry business, but it is 
 certainly a great satisfacticm to be able to have a clean 
 slate occasionally, rather than never to draw a free 
 Meath. 
 
 Our young man is going to own his own store right 
 frcmi the start He does not intend to start in with his 
 buaness receipt mortgaged. What goods can he carry 
 and what must he temporarily leave out of his stock 
 ii'irst, he must arrange his show room. Make it com- 
 larativdy small. This can be done by erecting a par- 
 tition, dividing the show room from the work room. 
 lUis partition can be moved further back, or removed 
 entirely, as the business grows. It is better to have a 
 small store, well filled, than to have a large, roomy store 
 witti very little in it. It is better to have a cosv, cheerful 
 lookmg store, than a large, chilly, empty place. Let us 
 allow $300 for fixtures. With this amount we can pro- 
 cure say, two wall cases; one for silverware, and one for 
 docks, and three or four counter cases, with tables, a 
 watch rack, watchmaker's bench, trays, and other neces- 
 sary fixtures, such as mirrors, and so on. I would ad- 
 
 EVANS'S ESSAYS. 
 
 tl 
 
 vise getting good fixtures, if necessary getting one less 
 show case. 
 
 Having purchased our fixtures we come to the stock. 
 What goods shall we carry? Diamonds are out of the 
 question, for should we invest our little all we could pro- 
 cure only a fair assortment. Watches are good stock 
 at any time of year, and the writer has appropriated 
 $500 for the watch stock, and while with this amount it 
 will be impossiUe to carry any expensive watches, still 
 one can make a fair showing. We will have twelve 
 ladies' gold filled watches, with Waltham or Elgin move- 
 ments, and the same number of gents' gold filled cases 
 with the same movements; six ladies' silver watches, 
 three gentlemen's silver watches, six gentlemen's nickel 
 watches, and two or three gold watidies for ladies, all 
 complete with movements. 
 
 This can be done with the amount appropriated, and will 
 make a good showing. Other more expensive goods can 
 be obtained at slight effort, and very promptly, and any 
 one who really wishes to trade with you will give you a 
 chance to send and get the goods. 
 
 We will appropriate $350 for rings, because watches 
 and rings are the best stocks a jeweler has, for, although 
 styles may change in these goods as in other lines, yet 
 there is never a watch or ring made but what some one 
 will like it and buy it. This amount I would divide as 
 follows: $100 for ladies' stone and signet rings ; $100 for 
 men's stone and signet rings; $25 for baby rings; $25 
 for boys' rings ; $50 for plain rings ; $25 for chased 
 rings, and $25 for little girls' rings. This will give a 
 fair assortment of these goods, and will make quite a 
 good display. 
 
 Next we will take clocks. One hundred and fifty dol- 
 lars spent in clocks will make an elegant display. Twelve 
 parlor clocks, enameled wood, different styles, can be ob- 
 tained for $48. One dozen gilt, different sizes, ranging 
 in price from $1 to $3 each can be bought for $24. One 
 dozen kitchen clocks will cost $18. Two dozen assorted 
 
EVANS'S ESSAYS. 
 
 sets, $25 ; four cakrb^ets $,o ,i "k P""'' 
 three bonbon dishes. $So^£'butter H-' 
 
 fruit bfwls:$:o^^T;^'||,^^^^ 
 
 vidual cost of thel ^t^* mentioning the indi- 
 
 spoons, time cold me J fc^.^., "P"""*' s^'ad 
 forks, lars-e size Zi cold meat 
 
 six sets^'^rit^kn'iV " t!^' ^P""-' 
 
 handles ; three dozen ml^t^v - '^'^ 'a"ves, plain 
 
 the san,; qi.ant des of fnrir. ""T'' ^""^ ^nd 
 
 and two doze"nt"cv ttliz^tatsp^^^^ Slt'"' 
 de^rt spoons and" one dozen JicW^^^' 
 
 Of ladies' chains $6o will buy a fair as^rf«u«,» 
 bering twenty-four chains, ranLg ;„ ^T^f' 
 
 th^-f$/:a5^, :r$reat%ref at fc^ ^-^^ 
 Gentlemen's chains must, of course be carri^ i„ h^K 
 single vest chains and Dickens ch. L For Si sS^ 
 
 Zr^XTr ^7^^^'"^" expend as'S 
 
 ft]^" chains at $1.50 each, three at $2.50 each. 
 
 SJ? aTi^^h" ''-'^ atVSaJd 
 
 m^^"" $75 for our brooch stock buying nl 
 
 S 'nS^^^^ Customers who\TfoIid" 
 
 g^^^acs are not always amon^: a new store's first 
 customers. A half dozen dainty little brooches in solid 
 
 EVANS'S ESSAYS 
 
 13 
 
 gold will be enough to display a jeweler's good taste, 
 and customers who really wish to trade with you will 
 wait for you to get them a selection package of the goods 
 in which they are particularly interested. Thirty-five 
 dollars of our brooch appropriation we will put into solid 
 gold; $35 into gold hlled brooches, and $5 into silver 
 ones. 
 
 In chatelaine pins $35 will buy a fair assortment; $25 
 being spent for gold filled ones, and $10 Itor silver ones. 
 Neck chains and lockets have come to be one of the jew- 
 eler's most profitable stocks, and we must have a fair line 
 of each. Accordingly we will spend $40 for neck chains 
 and $50 for lockets, keeping almost entirely to gold filled 
 ones. With this expenditure we can have about two 
 dozen neck chains and about three dozen lockets. This 
 will offer the intending purchaser a fair selection. 
 
 Our cuflF button stock will take $75 more of our 
 money, which we will spend as follows : We will buy 
 three dozen gold filled buttons, at an average cost of $12 
 per dozen; one dozen gold buttons, at ah average cost 
 of $2.50 per pair; one dozen sterling silver buttons, $6, 
 and one dozen plated buttons at $3 per dozen. 
 
 Our scarf pin stock will consist of gold, gold filled and 
 silver, divid^ as follows: $50 expended in gold stick 
 pins, which will buy three dozen of them at prices rang- 
 ing from 75 cents to $3 ; $ao in gold filled stick pins will 
 buy about four dozen good ones, and the remaining $5 
 will buy about two dozen assorted silver^ ones. 
 
 Our bracelet stock will take $50, and our fobs $50 
 more. Our hat pins will cost $25 more. It is not nec- 
 essary to specify how to expend these amounts, but gold 
 filled or plated goods will sell the most readily. 
 
 For our sterling silverware department we will ex- 
 pend $100, as follows: two cold meat forks, three dozen 
 teaspoons, one set forks, one set kmves, two cream la- 
 dles, five bonbon spoons, two jelly spoons, two pie 
 servers, two berry spoons, two .crravy ladles, three olive 
 spoons, three olive forks, one set each of berry forks, 
 oyster forks, fruit knives and coffee spoons. This is 
 enough variety to start in with. A small assortment of 
 
EVANS'S ESS A VS. 
 
 brushes, combs and mirrors, and other ^oods of this 
 dass, in silver and silver plate, will take an even $ioo 
 Properly expended a respectable showing can be made 
 with this amocmt 
 
 A two dozen assortment of medium priced fountain 
 pens can be purchased for $25, and will be found to be 
 one of the best stocks to handle, and one which it is pos- 
 sible to turn over often. 
 
 Collar buttons must be worn by all, Tiowever rich or 
 poor, young or old. Ten dollars will buy a fair supply 
 or plated generally bought in gold filled 
 
 Jewelry cases are necessary in order to pass out the 
 articles of various kinds which we have for sale The 
 proper display of an article in a case buUt to show off its 
 beauties to the best possible advantage will make many 
 a sale which would otherwise be lost. In opening a 
 store be sure to have a fair stock of these useful and 
 necessary articles, which, while given away, yet brin^ 
 many dollars to our till. For the purchase of the^ 
 goods the writer has appropriated fifty dollars, and with 
 which the following supplies can be bought : one dozen 
 U size velvet watch cases, and one dozet^^ach of the fol- 
 lowing velvet cases: For i6s watches, cuff buttons, 
 scarf pins, and brooches, and two dozen velvet cases for 
 rings. In paper boxes the foUowing can Be bought: one 
 gross ring boxes, two gross nest boxes, one-half gross 
 each for thimbles, scarf pins, singk tea, six teas, d^ert 
 spoons, table spoons, one-quarter gross hat pin boxes, 
 one ream tissue, and a box of rubber bands. 
 
 n.Pnf''^n ^u' *e establish- 
 
 foUowsT^^^"' ^P^"^ ^« 
 
 EVANS'S ESSAYS. 15 
 
 Fixtures, $300; watches, $500; rings, $350; 
 gentlemen's chains, $75 ; silver plated 
 hollow ware, $100; silver plated flat 
 ware, $100 $ii425 00 
 
 Ladies' chains, $60; brooches, $75; chate- 
 laine pins, $35 170 00 
 
 Neck chains, $50; lockets, $50; cuff buttons, 
 
 $75 i6s 00 
 
 Scarf pins, $75; bracelets, $50; fobs, $50. . . I75 <» 
 
 Hat pins, $25; sterling silverware, $100; 
 
 clocks, $150 275 oc 
 
 Fountain pens, $25; brushes, combs, mirrors, 
 
 etc., $100 125 00 
 
 Collar buttons, $10; jewelry cases, $50; sign, 
 
 $15; v : • 75 00 
 
 Watch material, jewelry material, jobbing 
 
 stones, etc 90 00 
 
 $2,500 00 
 
 Criticism might be made that the stock will be almost 
 entirely of cheap goods, but the writer can assure any 
 new seeker for trade, that people will patronize him the 
 first time for some inexpensive article. Another thing, 
 by buying goods in gold filled you obtain a good show 
 of reliable goods, which are new and up-to-date. If, 
 however, you have bought some goods which fail to 
 meet with popular approval, your loss is not so great, 
 nor do you have to leave a large amount of capital in- 
 vested. As will be seen, we have bouglit a stock for the 
 amount of cash which we have on hand. If it is neces- 
 sary to buy other goods we will have a little cash coming 
 in from the sale of some of the artkles already bought, 
 and, then again, we can obtain if necessary goods called 
 for and not in stock, on memorandum, or on credit. 
 
 If, however, a man had utilized his limit of credit in 
 fitting out his store,* he would find himself to be under 
 the same disadvantage regarding goods called for and 
 which he has not in stock, and does not know where 
 
i6 
 
 EVANS'S ESSAYS. 
 
 to turn to get them. Creditors never want their money 
 when they are selling goods, but they at other times. 
 Another thing about buying low priced goods : it affords 
 one the opportunity to find out in which direction his 
 trade tends. Perhaps he will have an entirely diflferent 
 class of trade from what the store had where he was pre- 
 viously employed. 
 
 To the young man alxnit to engage in business, my 
 advice would be to consider well the step before he takes 
 it When you start in, be your own boss. Do not let 
 any jobber through friendliness (?) force you in beyond 
 your depth. It does not require ability to buy goods, 
 but it does require ability to say "No," as occasion re- 
 quires. The idea of buying goods is to sell them at a 
 profit, not merely to buy what appears to be pretty. To 
 buy rose finished goods when your trade prefers bright 
 finish is nonsensical. In buying your goods be careful 
 not to buy any goods which are too pronounced in style. 
 
 Confine your purchases to a few good houses with 
 whom you have become acquainted in your previous po- 
 sition. They will take care of you and will be glad to 
 furnish you witli necessary goods on memorandum. 
 This, in itself, is worth considerable. The ability to 
 send a request for a selection package and receive it 
 back as soon as the express wtU bring Tt, is certainly 
 gratifying. Many a sale is made through memorandum 
 goods, as customers often feel that they are seeing some- 
 thing which is entirely new. 
 
 To sum it all up, get a fair location, where the rent is 
 not excessive. It is not necessary to get a store on the 
 main street Your stock may fit in better in some other 
 location. We all want "lookers" and buyers, but it is 
 poor satisfaction to have a continual run of people, all 
 asking for goods winch you have not got in stock. Bet- 
 ter have your store located where you can grow up with 
 your trade. The majority of pec^le improve their con-, 
 ditions every year and have more money to spend for 
 jewelry. Cultivating this class of people will prove a 
 wmning way. 
 
 EVANS'S ESSAYS. 
 
 17 
 
 CHAPTER III. 
 
 TH£ R£PAIRINQ DSPARTMBNT 
 
 The Repair Department of a Retail Store Most Important, 
 and. Properly Handled, Very Profitable— Some Rules 
 For Good Management. 
 
 WHATEVER the size stock a jewelry store may 
 carry, it must have its repair department, thor- 
 oug^y organized, with the different material 
 systematically arranged. Of course, the mammoth es- 
 tablishments of the large cities consider the repairing 
 d^)artment a secondary consideration, but to the aver- 
 age jeweler the repairing department is the mainstay of 
 the business. In the smaller towns, the jewder^s is re- 
 garded as a general repair shop, and he is brought a 
 great variety of articles for his attention. He is expected 
 to be able to repair a chronograph or mend a broken 
 washing machine. It is not my intention to write an ar- 
 ticle which will apply to either of the above, but strike 
 the happy medium of the majority class. These are the 
 jewelers of the larger towns and the small cities through- 
 out the land. 
 
 There are several reasons why it pays to push the re- 
 pair department. First, it appeals to every one who 
 owns a watch, clock, or jewelry of any description, which 
 needs the attention of the jeweler at various times. By 
 conducting this department, we become acquainted with 
 prospective customers for our goods, whom we might 
 not meet in any other way. In a great many stores, they 
 do not handle their repairing in a systematic way, but 
 - allow work to lie around for days, or even weeks, be- 
 fore attending to it. Such treatment means that the cus- 
 tomer will not come again. If the work is well done and 
 promptly done it means further business with the same 
 people. 
 
i8 
 
 EVANS'S ESSAYS, 
 
 My second reason for conducting this dq>artinent is, 
 there is good money in it. The material is comparatively 
 inexpensive, and the principal cost is the time expended. 
 There is no branch of the business which pays as well 
 as a good repair department, under a competent man 
 who understands his business. 
 
 There are several general principles which are neces- 
 sary for a successful conducting of this department. 
 
 First, the work must be well done. We will do all the 
 work it is possible for us to do right in our own shop, 
 but work which we are not competent to do we will send 
 away to houses which make a specialty of difficult work. 
 If it is necessary to send a job away, we will tell the cus- 
 tomer so, frankly, and request the necessary time to send 
 it away and get it back again, and explain that a more 
 satisfactory job will be the result. People respect you 
 more for telling the truth than they would to have you 
 say you will do it yourself, and then have to put them 
 off from day to day when they call after it. 
 
 Second, have the work done promptly. Do not prom- 
 ise too many "to-day" jobs. Some times a lot of these 
 accumulate, and the work not going as nicely as other 
 days, a lot of disappointed customers is the result. Make 
 it a rule to allow several days to do a job but do not wait 
 till that (lay to do it. Keep the work caught up and 
 avoid making excuses and acquiring the habit of prevari- 
 cation. 
 
 Third, on all kinds of work, as far as possible estabUsh 
 a price, so that each one in the store will give the same 
 price, and the same price for the same kind of work will 
 be given the customer each time. On work where it is 
 almost impossible to quote a price at once, if necessary, 
 have die customer leave it long enough for you to make 
 the necessary examination and estimating, so that you 
 can tell them what it will cost It is a mistake to give 
 people the idea that a job, either repair or new, will cost 
 only a nominal amount It is hard work to adjust our 
 ideas of nmninal charge to theirs. It is better to have 
 a distinct understanding of the price to be charged, and 
 
 EVANS'S ESSAYS. 19 
 
 let them take it if they do not want to leave it. Cus-* 
 tomers demand good work and should pay for it. 
 
 Fourth, do not do cheap work. People remember the 
 quality of a job long after they have forgotten the price. 
 Never soft solder an article which should be hard sol- 
 dered. It is not satisfactory to you or them. People 
 whose trade is worth having are not looking for the 
 "cheapest place in town" to have their watches and jew- 
 elry repaired or having their diamonds remounted. An- 
 other f>hase of the question overlooked by the cheap 
 watch repair man is the additional number of watches 
 which he must "fix" in order to come out even, to say 
 nothing of the guarantees to be made good. 
 
 Fifth, be thorough in your work. A job well done 
 will stay done. If you are a particular workman, you 
 will get lots of work sent you which other repairers 
 imagme they have fixed. How pleasant it is to have a 
 customer refer a friend to you, with the remark that "if 
 he cannot fix your watch no one can" ! In all cases 
 where work is brought you which has been in other shops 
 without satisfaction, make a special effort to please, as 
 you owe it to your customer and yourself : to your cus- 
 tomer for recommending you and to yourself to sustain 
 the reputation given you. If you can put a watch in first- 
 class shape which has failed to perform properly, the 
 owner will speak of it to all of his friends and ac- 
 quaintances. 
 
20 EVANS'S ESSAYS 
 
 CHAPTER IV. 
 
 SYSTEM IN HANDLING REPAIR WORK. 
 
 Why a Bywtm is NcccsHory and What Fonn tfiis Should 
 Take— Don't Take Anjbod/e Word about the Condition 
 of a Broken Article— Examine it in the Customec^t 
 Preaence-^eep as Complete Records as Possible. 
 
 WHEN we stop to consider the number of arti- 
 cles of different kinds which a jeweler handles 
 during the course of a year's business, it ap- 
 pears ^at a system is necessary, rigidly enforced, 
 properly to take care of these jobs. Think of the 
 watches, clocks, rings, pins, spectacles, etc., left with 
 the retail jeweler during a single week; of how each ar- 
 ticle, though its intrinsic worth is infinitesimal, yet is val- 
 uable to the owner thereof to an extent only discover- 
 able when it is lost. In the course of business occa- 
 sionally something may be lost, but a system will go a 
 long way towards making such an event impossible. 
 Then, too, repair work is left in different quantities on 
 different days, varying with the weather. Some people 
 always want their work in a hurry, and to hold their 
 custom it is necessary to accommodate them, but we should 
 be careful not to train all of our customers the same way. 
 There is a limit to human capacity, and if you get custo- 
 mers in the habit of expecting work to be ready for them 
 when they get through with their shopping, you will en- 
 counter difficulties over broken promises. Your jeweler 
 may have work enough already laid out ahead of him to 
 keep him going for several days, all of which is wanted 
 "at once." There are instances in the writer's knowl- 
 edge where good workmen have made a change through 
 no other reason than the fact that they were rushed 
 continuously. All ordinary wofk, wherever possible* 
 should not be promised in less than three or four days. 
 
 EVANS'S ESSAYS 
 
 21 
 
 Under such an arrangement, if you have an accident and 
 break a stone which it is necessary to send for, you can 
 receive it back before it is called for. Of course, we do 
 not expect accidents to happen, but sometimes th^ do. 
 If it is necessary to send a job away, say so to the cus- 
 tomer, and ofatein the neces^uy time in which to do so. 
 
 Cmnplete records should be kept of all repairs, viz.: 
 Name o[ owner, article left, who repaired by, repairs 
 made, and charges. Each envelope or tag should be 
 numbered with die serial number of the job, and should 
 be filed away alphabetically. In many stores, where 
 there is a lot of this work handled, and where several 
 drawers are necessary for the jewelry work, the work 
 is divided among them as follows, each drawer being al- 
 phabetically arranged: One drawer will contain all 
 work left within a wedc; another, jobs left upwards of 
 one week, and less than a year; and a third drawer all 
 work left more than a year. Such subdivision may seem 
 unnecessary, but it does away with a lot of handling of 
 old envelopes each time a job is called for. The major- 
 ity of jewelry, c^tical and engraving jobs, are called for 
 promptly, and only a small proportion are left for an 
 indefinite time. In our watch repairing departmjent, 
 notice should be taken of all watches left over a month, 
 and a postal card or letter should be sent to the customer, 
 notifying him that the watch is ready for delivery, and 
 that you would like to have it called for promptly. This 
 will generally bring the desired results. This procedure 
 is especially necessary when the customer is carrying 
 one of your watches, while his is being repaired. It is 
 better for the jeweler to have work called for promptly, 
 as the longer a watch or clock is left, the more chance 
 there is that other work (and for which no charge can 
 be made) may be necessary. This applies more espec 
 ially to mainsprings. 
 
 Another matter over which we should exercise the 
 utmost care is the receiving of repairs without examina- 
 tion, and accepting the customer's statements regarding 
 the condition of the article or articles left and the repairs 
 
22 
 
 EVANS'S ESS A YS 
 
 which he deems necessary. Take, for instance, the cus- 
 tomer rushing in with a watch which he says needs clean- 
 ing, and asking you what the charge will be for cleaning. 
 This sounds very reasonable, and oftentimes the jevveler 
 will name his charge and allow the customer to depart 
 with the amount of the charge firmly fixed in his mind. 
 Better have him wait "just a minute," while you make a 
 quick examination, and perhaps you will find that, just 
 as the customer says, it "needs cleaning," hut. also, that 
 it needs, more than it needs cleaning, a new balance staff, 
 a pivot or a jewel. Having a distinct knowledge of its 
 condition, you can quote a price accordingly, thus saving 
 future arguments regarding charges. 
 
 So, too, with jewelry brought in envelopes or handed 
 you on the street, with the statement that the stone needs 
 resetting, and giving the impression that all the necessary 
 parts are therein. Better look at the contents of the en- 
 velope while the customer is right there, as the next day 
 wUl be too late. The writer does not believe that "all 
 men are liars," but all are liable to mistakes, and the 
 jeweler cannot afford to pay for any mistakes but his 
 own. If a stone is chipped or missing from a ring or 
 brooch brought in for repairs; if a lense in a pair of spec- 
 tacles is likewise damaged, call the customer's attentiwi 
 to the fact, and thus obviate complaints ordinarily made. 
 Cultivate the habit of observatkm. Look for defects in 
 articles, not in persons. There are some in both, but it 
 is the first only which it pays to look for. 
 
 Keep the most complete reccMxIs of repairs whidi you 
 can. You will find this to be your protection from im- 
 position regarding guarantees and false claims regarding 
 watches and jewelry said to have been left If you talk 
 records to some of these people and tell them to call in 
 again about the work which they claim to have left, and 
 assure them if it was left you have it on your books, you 
 will find that they do not call again. If you make a busi- 
 ness of calling for clocks to repair, keep a memorandum, 
 so that you will remember to call the day specified and 
 return it the same way. 
 
 EVANS'S ESSAYS. 
 
 23 
 
 CHAPTER V. 
 
 TH£ ENGRAVING DEPARTMENT. 
 
 How Engraving is Instrumental in Influencing Sale»— 
 Don't be too Generous with Offers of Free Engraving- 
 Combination witii Other Jewelers in Town will Tend 
 to Limit Gratuity Work. 
 
 THE jewelry store, while not a department store, 
 has its several departments, each of which plays 
 a part more or less important, in making the 
 business a success. It is my intention to speak about 
 the engraving department in this article. This branch 
 is, to my mind, the most important in influencing sales. 
 All readers are familiar with the ease with whidi some 
 sales are made, by making mention of the fact that "we 
 will engrave it for you free of charge;" also of the 
 many sales which would be lost otherwise. In some 
 cities the bulk of trade on articles which have been en- 
 graved naturally falls to the man who turns out the best 
 job of engraving. So, we wfll find some stores selling 
 most of the wedding presents of silverware, and not 
 selling an unusual amount of anything else, which shows 
 that their engraving is instrumental in effecting these 
 increased sales. 
 
 Our engraving therefore is a valuable asset of the busi- 
 ness, and should be carefully fostered and helped. We 
 should begin a campaign of education regarding the 
 value of engraving. A great many customers are un- 
 familiar with the length of time it takes to engrave an ar- 
 ticle, and do not realize that their demands are excessive, 
 when they leave their order for free engraving. The 
 trade generally should adopt some rules r^rding die 
 amount of free engraving to include with different arti- 
 cles, and also what charges to be made for the same en- 
 
U EVANS'S ESSAYS 
 
 graving on articles brought in which have been pur- 
 chased elsewhere. Customers buying a set of plated tea- 
 spoons, which pay the jeweler fifty cents profit, may re- 
 quest engraving to be put on them which at ordinary 
 rates would cost £eventy-five cents to one dollar. The 
 jeweler (particularly he who does his own work, or has 
 it done by one of his own staflF) may consent to do this 
 excess engraving through fear that having made the sale, 
 it will be lost should he refuse. This does not neces- 
 sarily follow, because all people are not as unreasonaUe 
 as they seem, and make such requests through ignorance 
 of the time it takes to do such work. We have even met 
 those who have the impression that the woik is done with 
 a stamp or stencil, and have the idea that it is but the 
 work of five minutes to engrave a half-dozen spoons. 
 This is the jeweler's opportunity and his duty to give the 
 customer a little instruction in the art of engraving, and 
 the cases are few indeed when a sale will be lost by limit- 
 ing the engraving. If you willingly consent to do an tin- 
 reasonable amount of engraving, the customer will not 
 know that he is recehring anything extra, but will think 
 that he has merely received what it is the custom of the 
 store to allow in this line. If you allow a customer to 
 have "Father and Mother to Fritzy, Christmas, 1907." 
 engraved free on a $1 teaspoon, what can you charge him 
 for engraving the same amount in the cap of a watch, 
 which he has bought elsewhere, and brings to you to en- 
 grave because he likes your style? People should under- 
 stand that there is a value to such work, and that if it is 
 given free, it is no sign that it does not cost money. The 
 store which sends out its engraving is more careful in 
 the matter of allowance in such matters. When you stop 
 to figure so much a letter, you can appreciate this fact. 
 Another thing, it is a bad thing to educate people to ex- 
 pect so much in the line of engraving, because as the holi- 
 day season approaches, with its crush of such work, it 
 throws a heavy burden upon your engraver, and if you 
 
 EVANS'S ESSAYS 
 
 allow early buyers to demand so much in the way of en- 
 graving, thus appropriating your engraver's time, you will 
 lose more in the end by being unable to accommodate 
 those whose purchase of single articles will far and away 
 outvalue the purchases of sets of articles demanding so 
 much engraving. Try the plan this holiday time of lim- 
 iting your engraving, especially of silverware. Suppose 
 that you do lose a half-dozen sales of this kind. Is it not 
 better to have your man ready to engrave a monogram 
 on a fifty dollar watch, or inside a diamond ring, than to 
 have to put off such customers for a day or two, because 
 of work promised ahead. Then, too, during holiday 
 times your engraver may be of more value selling goods, 
 and you do not want to crowd him too much. 
 
 Of course, as one jeweler wrote to me, ccMnpetition has 
 a great deal to do with custom, but if one jeweler adopts 
 the plan of limiting the amount of free engraving, and 
 talks it to his competitors, he will find they are just as 
 willing to adopt such a measure as he is. The optical 
 business is an instance of how conversation and trade 
 papers can assist in the adopting of an unwritten code of 
 ethics, and where each one has beei made to see that their 
 interests are common. In many of the cities minimum 
 price-lists of optical goods have been adopted, with great 
 benefits to all. One instance of the optical branch will 
 illustrate my pwnt that one does not lose when he refuses 
 to be inq>osed upon by customers. A woman once, 
 in company with her husband, came in our store to 
 see about glasses, and, after examination, we found that 
 it was their desire to dytain glasses on trial to be returned 
 if unsatisfactory. Upon our refusal to entertain such a 
 propositicm, they said that they had been refused by an- 
 other <^cian, but would look further. The next 
 morning, meeting^Optician No. i, the writer spoke to him 
 about it, and found out that the couple, after making a 
 third adl, had gone back to the plafce where they had first 
 called, and had bought glasses and paid for them. It 
 would be the same way about free engraving. If cus- 
 
EVANS'S ESSAYS 
 
 tomers walked out of one store because of being limited 
 in this matter, and found that it was the same elsewhere, 
 they would not run around any further, but would either 
 buy in the second place or go back to the first place again. 
 Customers lost through enforcing rules are made up by 
 the gains from those lost by others. 
 
 Where engraving is brought in, a fair charge should be 
 made for the work, as otherwise people will not appre- 
 ciate what you give free in this line. A distinction has 
 to be made, necessarily, between a monogram put on a 
 $50 watch and a $2 locket. Because you would engrave 
 a locket for fifty cents to one dollar, it does not follow 
 that you would engrave a watch for the same price. 
 Such work on a watch case should bring at least $2.50 
 and upwards, according to style. Engraving the cap of a 
 watch should never be done for less than $1 and upward, 
 according to amount of engraving, etc. The laborer is 
 worthy of his hire, and besides the time it takes to do the 
 work, wc should also consider the length of time it took 
 to learn the trade. Have your work of the highest stand- 
 ard, and charge enough for it, or show its value by lim- 
 itation of free engraving. If you do good work you will 
 be kept busy any way. 
 
 EVANS'S ESSAYS 
 
 27 
 
 CHAPTER VI. 
 
 ADVERTISING BY THE RETAILER. 
 
 Docs Advertiaiiic Paj?— >Yes, if Proper Attention is Devoted 
 to it — ^The Newspaper Advertisement Supplemented bj 
 Booklets is the Best lisdium of Publicity. 
 
 ADVERTISING is that subject which, while ever 
 old, yet is also ever new. We may read and 
 study advertisements and advertising matter un- 
 til we feel that there is nothing more to be said upon the 
 subject. Yet, even if nothing new can be learned from 
 the continual repetitions of these articles, still the mind 
 is enabled to grasp with a better understanding truths 
 which must certainly make one a better business man. It 
 is a good deal with a writer on any of these trade topics as 
 it is with the minister of the Gospel. There are certain 
 subjects of interest to all, and on these themes one must 
 orate, as to go without these bounds is to enter the realms 
 of the uninteresting, and therefore uninstructive. 
 Therefore we find that preachers are sometimes at a loss 
 for suitable topics, and for newer and better ways of 
 treating those which have served their turn over and over. 
 One divine said that he was satisfied if he could ofPei* 
 one new thought in each sermon, thereby giving his con- 
 gregation one new idea to carry home with them. But 
 after all, it is the subjects with which we are familiar, 
 and which we ourselves understand, which we like to have 
 discussed, and while we may not always ag^ec with the 
 speaker or writer in the statements made, yet even if our 
 opposition is aroused to the ideas promulgated, we ere 
 the better for having listened or ^ead the article, because 
 our thinking powers have been aroused. 
 
 Why then do we advertise? It is surely not because 
 wc wish to give a certain portion of our receipts x 
 profits to the newspaper or printer. It is because we ex- 
 
28 
 
 EVANS'S ESSAYS 
 
 pect to get back much more than we put into it Whedier 
 we do or not is a matter for conjecture. Some contend 
 that advertising pays ; others, that it does not. Whom 
 shall we believe? To my mmd, the advertising badcers 
 have the weight of argument widi them. But the ad- 
 vertising and the advertiser must be worthy to merit and 
 win success. If we spend money wiA the hopes of 
 drawing trade to our store, we must be prepared to 
 spead time in consideration of what matter to put in the 
 space for the temporary ownership of whi^ we pay a 
 good round price. Newspaper space is expennve 
 enough for the small dealer, even if he make the best use 
 of it. But if he uses that space to demonstrate that he 
 knows nothing whatever about the proper wording *>f 
 an ad., or that he is a weak grammarian, his money has 
 been wasted. People form impressions, and it has been 
 said that first impressions are the most lasting. Al- 
 though many contend that they do not read adverti«ng 
 matter, the fact remains that those who have never met 
 you will read your advertisements, and unconsciously 
 form an opinion of you. Take care that this opinkm be 
 favorable. The advertisements of a man do not make 
 the man, any more than a coat makes the man, but they 
 somehow or other give one an impression regarding him, 
 While not advocating the employment of an advertise- 
 ment writer, yet under present conditions it is posstUe 
 for a^ jeweler to connect himself with advertisement 
 agencies who will furnish him, at comparatively small 
 cost, carefully worded advertisements from whkh he can 
 strike out words or sentences which are not acceptable 
 to him, or describing goods which he does not handle. 
 But under such circumstances, he has at hand ads* for 
 any and all occasions. The addition of such e3q>ense to 
 one's advertidng e3q>enses is not unnecessary outlay. 
 Advertising space, improperly used, is expense. Prop- 
 erly used, it is the same as merchandise. It cannot fail 
 of returns. The writer has always held to new^Miper 
 advertising as the jeweler's best medium of publicity. 
 
 EVANS'S ESSAYS 
 
 29 
 
 and believes that when the retail jeweler has covered the 
 field with space in the daily papers, any further outlay 
 should be in the form of booklets, which can be mailed 
 to a selected list of customers. Street car advertising 
 has its advocates, but most of them are found among the 
 solicitors of the advertising managers, or among the 
 manufacturers of commodities of various kinds which 
 arc on sale not only in the city where the reader sees 
 them advertised, but in every city and townslup in tiie 
 length and breadth of the land. Such articles, contin- 
 ually brought to mind, will sometime be bought, and 
 wh^her bcwght in Boston or Los Angeles, the manufac- 
 turer receives his profit therefrom. Not so, however, 
 with the retail advertiser in the street cars. The reader 
 oi the ad. must always bear his particular address in 
 mind, and hie himself to his particular store, or he is 
 not a gainer thereby. 
 
 Bill board advertising is but tenqK>rary, and as the 
 different shows are forgotten as soon as succeeding ones 
 cover up the announcements, so the advertisements fol- 
 low each other into oblivion. 
 
 Of course, if one is not hampered by the necessity of 
 dose figuring r^rdii^ his advertising appropriation, 
 except to allot so much to this, and so much to that, he 
 can afford to e3q>eriment. But the small dealer, who has 
 but a small sum which he can invest in that manner, 
 must safeguard that expenditure to the greatest degree 
 possiUe. It is the same way with that, as it is with the 
 investment of money in industrial or other properties. 
 The wealthy man can take a hundred shares in every- 
 thing that comes along, and, in the natural course of 
 events, he comes out winner, althou^ he may hold many 
 blanks. The man of moderate means cannot afford to 
 make haphazard investments, because if <Mie is a failure 
 he is ruined. Still, we find men who cannot afford to 
 waste money engaging space here and there, and never 
 making a proper use of it. How much business would 
 yoct do, if you had el^;antly carved and decorated fix- 
 
30 
 
 EVANS'S ESSAYS. 
 
 tures, with settees scattered here and there through a 
 mammoth establishment, and without any goods. None 
 of course. Neither will you do business through your 
 advertising sfiace unless you make that qnce represent 
 you and your store, and if it is your representative, sec 
 that it is a creditable one. If a booklet is used to adver- 
 tise your store, have a good one. The difference in cost 
 between a booklet that is kept, and a boc^kt that is 
 tossed in the waste basket, is small indeed. Do not be 
 "penny wise and pound foolish." "Whatever is worth 
 doing is wcnth doing well." 
 
 EVANS'S ESSAYS 
 
 31 
 
 CHAPTER VII. 
 
 ADVERTISING THB RBPiOR DSPARTMSNT 
 
 To Much Cannot be Said about This Important Factor to the 
 Business of the Retailer — Always do Good Work — In 
 Advertising the Repair Department You are at the Same 
 Time Advertising the Whole Business. 
 
 TO a great many jewelers, the idea of advertising 
 their repairing department seems, to say the least, 
 ridiculous. "Everybody knows that we repair 
 watches and clocks," say these wise men. But is that 
 fact absolutely true, and, if it is, does it necessarily fol- 
 low that you will get your share of the repairing? How 
 often has the writer heard the inquiry made by strangers, 
 and even by purchasers of goods, "Do you repair watches 
 here?" The fact that so many stores where new goods 
 are sold conduct no repair departments makes this ques- 
 tion a reasonable one. Consider for a moment the shoe 
 stores where repairing is declined ; the clothing stores, 
 with no provision for making repairs or alterations; and 
 even wall-paper sold to customers, and the matter of hav- 
 ing it hung on their walls left to them to figure, out and 
 either find a paperhanger or do it themselves. 
 
 So we find people with watches and clocks in search 
 of a reliable place to have them restored to running order. 
 This place once found, they will make it thdr business 
 to recommend others to carry their work there. But 
 how can we get these searchers for repairers to come 
 our way? There is one way which is slow but sure, 
 namely, to send each repair customer away entirely sat- 
 isfied with the work done. The wofk, when done, must 
 be well done. Price is not the object that some people 
 believe in influencing work. Satisfactory woik always 
 brings satisfactory remuneratkm. By holding eadi cus- 
 
EVANS'S ESSAYS. 
 
 tomer's trade and their influence, we will steadily gain 
 ground, but if we wish to increase our repairing rapidly 
 we must advertise. It is not necessary for us to wait 
 until a man has carried his watch to several stores and 
 then brings it to us as a last resort. By advertising 
 properly we can bring him directly to our store with his 
 work. The question naturally to be asked at this time 
 is, **How to advertise the repair department?" Of 
 course, the newspaper comes foremost as the medium in 
 which to push our repair business. It is well, in these 
 ads, to put interesting matter, which will demonstrate 
 our familiarity with watches in general, as well as our 
 ability to successfully repair infirm watches. We should 
 advertise for the best work, as such work pays better and 
 is not as difficult as the dieap work. If you advertise 
 for first-class work only, you will have enough cheap 
 work thrust at you. But if you advertise for cheap 
 work, as "watches cleaned for 50 cents," you will get 
 that class of trade and no other. The man with a fine 
 watch will not trust it to a bungler, and, as such, he 
 classifies the "cut-rate" man while the man with a low- 
 priced watch may think it valuable enough to carry to 
 the first-class repairer when it needs such attention. We 
 can tell some information about watches, such as the 
 improvements which have been made; the number of 
 parts of which a watch is composed; the number of 
 times the balance of a watch beats in an hour, a week, 
 month, and year. Call the reader's attention to the fact 
 that this wonderful machine runs night and day alike, 
 and that the amount of oil which* can be put on a watch 
 is very little indeed, and that after this oil dries there is 
 a wear on the parts. Tell them not to wait until the 
 watch stops from sheer exhaustion before giving it the 
 needed attention, but to regularly once every year bring 
 to to the watch-doctors for overhauling, as in this way 
 the life of the watch will be greatly lengthened. Impress 
 through these ads that while you want the job of clean- 
 ing the watch, it as much or more to the interest of the 
 
 EVANS'S ESS A YS. 
 
 35 
 
 customer to have it attended to in this way. Make 
 people think. 
 
 If we are prepared to handle fine hall clocks and 
 French clocks, we can successfully make a bid for this 
 work through the perscxial letter. The names of resi- 
 dents of a city who are owners of fine clocks can gen- 
 erally be found through the street directories by taking 
 the streets on which the more wealthy residents live. 
 A genuine personal letter to them, describing our stor^ 
 and its ability to handle such work satisfactorily, with a 
 return postal card with the jeweler's address printed 
 thereon, and with an order to call for and repair a hall 
 or French clock filled in on the back, requiring only the 
 signature of the person addressed to complete the order, 
 v.'ill generally, if there is need of such work, result in 
 the landing of the job. In every house there are probably 
 one or more clocks out of order which needs the jew- 
 eler's attention, but which, from carelessness, are for- 
 gotten from day to day. The personal letter, with the 
 postal card enclosed, make easy the giving of the order 
 to call. Thi's idea can be successfully carried out all 
 through the city if the jeweler cares fo extend his offer 
 to call for clocks to the ordinary ones, as well as to the 
 larger ones. 
 
 Interesting window displays can be made, calling at- 
 tention to our repair department, if we give a little time 
 and study to it. Take a watch entirely to pieces and lay 
 the pieces on white tissue paper, and with a card explain- 
 ing that it is the several parts of a watch, and then see 
 how many people will stop to see it. If you get hold of 
 an old watch, out-of-date as to size and appearance, lay 
 it in the window along with a modem watch. If you 
 have a mainspring broken in an unusual manner, as, for 
 instance, through every coil, put the parts in the win- 
 dow. Anything unusual will attract. This time of year 
 is a good tkne to push the repair department. We can 
 lay stress upon the fact that if a person is going into the 
 woods or country for a month's vacation, it is necessary 
 to have a good timepiece with them, in order to be able 
 
34 
 
 EVANS'S ESSAYS. 
 
 to so plan their time that they will be able to be back to 
 their bezels in ti-me for meals. That, therefore it will 
 pay them to have their watch overhauled before they go, 
 ra&er than to suffer the inconvenience of having the 
 watch stop when they are miles away from a reliable 
 watchmaker. 
 
 A fact we should not lose sight of is, that while we 
 are advertising our repair departments, we are also ad- 
 vertising our store and business, just as much as when 
 we advertise a ^)ecial watch we may have for sale. 
 Keep the repair department to the front always. The 
 largest jewelry stores find it pays to push this depart- 
 ment and make a specialty of it. Let us follow their 
 example. Let us have a first-class wafch repairing de- 
 partment, but also let us be sure that everybody knows 
 about it. The ^ood book tells us ''not to light a candle 
 and place it under a bushel," and we should follow its 
 advice. Proclaim it, if necessary, from the housetops, 
 that "this is the place to have your watch repaired." 
 
 EVANS'S ESSAYS. 35 
 
 CHAPTER VIIL 
 
 THE BUYING OF STOCK. 
 
 Buy Goods to Sell at a Profit, not because the Salesman 
 is a Good Fellow— Keep Tabs on Qiiotatiohs^Bay 
 "Leaden" bat Don't Get Fooled into Pajring Too Much 
 for the Otiier Goods. 
 
 W-IEN we think of making money, we seem natu- 
 rally to figure that we are going to make it 
 from the sale at a profit of the goods bought. 
 We seem to consider the buying of stock only one of the 
 incidentals of business. So, we find our merchants fight- 
 ing shy of the commercial traveler, and infoiming them 
 as fast as they come that there is nothing they are in 
 need of at that time, and generally ending by buying a 
 bill of goods, grudgingly, after a great deal urging and 
 the expenditure of "hot air" by the traveling salesman. 
 
 There is altogether too much buying of goods because 
 the traveler is "a good fellow." Most of them are that 
 kind, or they would not be on the road. That fact alone 
 is not sufficient to make it necessary to buy goods. We 
 should always be ready to expend our time in looking 
 over lines of goods, where the salesman is a gentleman 
 and does not consider it a personal matter when you do 
 not buy. By looking over different lines of goods we 
 acquire information regarding goods and prices. What 
 are the prevailing styles, and who carries the best lines 
 of certain goods, and whose prices are most reasonable, 
 are some of the important knowledge gained through 
 contact with the traveling man. He is also a walking 
 encyclopedia, and can give us all the latest trade gossip. 
 All this is very interesting, and all right in its way. but 
 we should never feel it necessary to buy an3rthing which 
 we do not want, or do not need, because of any fancied 
 obligatioa to the traveler. 
 
36 
 
 EVANS'S ESSAYS. 
 
 He comes to see us on business, and wishes us to bu^ 
 from him because of the profit which will accrue to his 
 house, and indirectly to himself. Therefore, as he taOls 
 upon us for business purposes only, why not meet hkn 
 upon a business level, and if we are in need of goods, 
 tell him so frankly, and save his tune and your own, as 
 you are perfectly safe in betting that he will not go away 
 until he has shown you something, whether he sells you 
 anything or not. Now, who is to blame for the condi- 
 tion of things? The commercial traveler hears the 
 same old story in the same old way, and if he believed it 
 aH and went his way, his annual sales would be exceed- 
 ingly light. Would it not be better for all concerned 
 if tiie merchant would adopt different tactics and tell 
 the wholesaler what goods he would like to see, if any? 
 TTien, if occasionally he said he did not want to look at 
 anything, his word would be accepted as given, and the 
 traveler would journey along. 
 
 This is perhaps a disgression from the subject of "The 
 Buying of Stock." In some stores the buying of stock 
 is entirely done by the proprietor, who may or may not 
 be the one most and best fitted for that position. Let us, 
 however, consider the advantages of having one man to 
 do the buving of stock. He looks at all the seyeral^ lines, 
 and that being his business he can cultivate his mind^ to 
 remember prices and distinguish styles and qualities. 
 He is, perhaps, a little better able to^makc purdiases 
 at close figures than where several are interested in the 
 buying. There is an advantage, however, in having two 
 or three look over samples. Every one has a little differ- 
 ent taste, and articles which would be turned down by 
 the one-man buyer will meet with the approval of one of 
 the joint ccwnmittee on purchasing. Variety in stock is 
 everything, providing tlwit we do not go out of the r^- 
 ular line too far. 
 
 Perhaps, on articles like watches, diamonds, and ex- 
 pensive goods generally, one man makes the best xmr- 
 chaser, while on the line of jewelry generally, rings, 
 and so on, the idea of as many as possible should be 
 consulted. On expensive articles, one man can buy, in 
 
 EVANS'S ESSAYS 
 
 37 
 
 an hour or so, as much as the entire force can sell in a 
 year or more. Then, too, on diamonds and precious 
 stones, one man, by giving it his undivided attention, 
 can develop his eye so that he will become an expert re- 
 garding stones and their values. 
 
 In the general conduct of our business, we will, from 
 time to time, be given quotations on different articles 
 which we may not need at that time, and which may be 
 leaders of that particular house, or the prices may be 
 given because we have no apparent need of the goods. 
 
 If we do not at that time wish to take advantage of 
 the offer, we should adopt some method for keeping 
 track of these quotations, which can be consulted easily 
 and quickly. For those who are willing to earn a little 
 extra mcmey, wiUi a small expenditure of labor, let me 
 offer the suggestion that they conduct a small card index 
 system for recording these quotations. A small one 
 can be bought, the size to set on your desk (m: in a drawer, 
 for $1 to $1.50, and comes complete with cards and in- 
 dexes, alphabetical and numerical. With this arrange- 
 ment, it is an easy matter to write down a price given 
 on clocks on a card, with the name and address of the 
 firm giving it, and the date given, and drop it into the 
 letter C. If we wish we can write another card, with the 
 same information, and drop it in the letter of the firm 
 giving it. 
 
 It will surprise you sometimes to fiiid out what you 
 will save in this way. We cannot trust too much to 
 memory but should assist our memory in handling the 
 many details of the business. A quotation given, and 
 not taken advantage of at the time g^ven, may slip our 
 niind when we come to buy these ggpods, and we giv« 
 or send the order to anoUier house, and pay them a 
 higher price than we have any need of. 
 
 We all know that some of our wholesale houses, fol- 
 lowing the methods of tihe department store, sell some 
 goods at very near cost, and trust make it up on other 
 goods. We should never form our judgment of the 
 prices of any house by comparison of leaders. What we 
 
38 
 
 EVANS'S ESSAYS 
 
 should do is to take advantage of the leaders, and should 
 so know our business that we will not be led to order 
 other goods at higher prices than we would pay else- 
 where. 
 
 Another reason for being up-to-date, and keeping 
 records of the prevailing prices, and who is the lowest 
 on them, is that we will be surer of getting bottom prices 
 on our goods, because we will acquire the reputation of 
 being right on the job regarding correct prices. 
 
 Another important matter is the buying of goods so 
 that several bills of large amounts do not come due at 
 the same time or near together. We should keep a book 
 or file, in which to enter latest dates when bills are due, 
 and still subject to the cash discount. Ih this way we 
 can know at any time just what money we have to pay 
 out the coming week or month, and whether of not we 
 can conveniently handle any further bills. If we are 
 careful in this way, we wiH be surer of staying in busi- 
 ness, because it is the careless man, who buvs with no 
 thought of the settling time, who suddenly, ammt with- 
 out warning, receives statements calling for immedii^ 
 settlement When he meets with this condition of af^ 
 fairs, if he cannot takt care of these bills his other cred-* 
 itors will be after him, and where is he? If wc are de- 
 sirous of buying goods, and the bill at regular terms 
 would foe due at the same time as another large bill, have 
 it dated ten days ahead. Do not accept long dating* as 
 that encourages carelessness. 
 
 Be on your guard all the time. The surest way to 
 keep friends with your creditors is to never owe them 
 as much as they would like to have you. Be independ- 
 ent. You can be so if you pay promptly. Do not let 
 any house own you, or think that you have got to buy 
 goods from them. Keep your bills paid up. Go slow, 
 but in the right direction and you will finally land at 
 the top of the hill where the rest of the successful mer- 
 chants are. 
 
 EVANS'S ESSAYS. 39 
 
 CHAPTER IX. 
 
 TAKING CASH DISCOUNTS. 
 
 Diiconnting Bills Give the Retailer a Better Reputation with 
 the Jobbct^It Many Tunes Saves a Finn From Finan- 
 ciftl Disaster in the End. 
 
 THIS subject has been written about many times, 
 but I think its importance to the retail jeweler 
 warrants it. To successfully conduct any busi- 
 ness, be it great or small, we must take advantage of the 
 
 cash discount. 
 
 There are a great many reasons to advance, all of them 
 good, for always taking the cash discount. If the goods 
 are worth the prices quoted, and there is a discount of- 
 fered for cash in ten days, is not that per cent, allowed 
 for prompt payment, profit? And, is it not the only 
 profit which we are sure of? Is the additional time 
 given worth the price it costs? 
 
 The man who takes the cash discount on all bills, sel- 
 dom, if ever, gets into financial difficulties, because, in 
 order to meet occurring obligations as they come due, he 
 must necessarily buy in smaller quantities than he who 
 never takes a cash discount. Again, he lets his bills 
 mature, and then gives notes, and many tunes renews 
 them, and finally he runs up against the cold, hard fact 
 that his business is not desired by any first-class house. 
 
 The value of a name for prompt payment of bills can- 
 not be overestimated. Although a good many of the 
 traveling men try to give the impresswn that your money 
 is not wanted, and that you can take your own time to 
 pay for the goods, the reason, however, that they arc call- 
 ing upon you is because their house wants money, if not 
 at that particular moment, at some later date, and they 
 like to know when to count on receiving it. How much 
 
40 EVANS'S ESSAYS. 
 
 better it is to be set down as one who always pays in ten 
 days, rather than as "good pay, but slow." 
 
 The traveling man, by holding out this bait that you 
 need be in no hurry to pay for goods, manages to sell 
 you perhaps a larger bill than you ordinarily would have 
 bought. If a dealer yields to the offers of several travel- 
 ing men in this way he has bought all the goods he will 
 need for the season, and perhaps longer. He has also, 
 many times, tied his hands so that he cannot take advan- 
 tage of special offers for cash or short time. Then, if 
 the season is a little slow, and Tie has not enough money 
 to meet his bills, now fully matured, he will find out 
 whether the jobber will want his money or not. A good 
 man, with no dishonest intentions, will then oftimes be 
 forced to the wall through no fault of his own. 
 
 The dealer who takes advantage of every cent of dis- 
 count (^ered acquires a reputation for his shrewdness 
 and foresight; and he will be sought out by those who 
 are anxious to dose out some line of goods, and are will- 
 ing to give a dose buyer, who is prompt in payment, 
 some special advantage in price or discount 
 
 In these days of the telq>hone and telegraph the ex- 
 press, and the sj^endid mail service, it is not necessary 
 to buy stock far in advance, because we can easily fill in 
 depleted stocks, in two or three days* time, excepting, of 
 course, during the hdiday rush. So, too, the number of 
 traveling men who are out are legion, and they are all 
 anxious to sell goods. We should be careful, therefore, 
 not to buy more than we need. 
 
 Sometimes the traveling man will say, "How many, 
 a dozen ?" and the dealer will say "yes," when perhaps 
 a quarter dozen would be plenty. Never be ashamed to 
 order a small quantity. Better do this, and re-order 
 often, than to accumulate a lot of old stock. The whole- 
 sale house will think more of you for going careful. 
 
 If you acquire a reputation for prompt payment better 
 houses will seek your patronage ; and as will naturally 
 follow, either you will be quoted better prices, or will 
 have a better selection of goods offered you, I believe 
 
 EVANS'S ESSAYS 
 
 41 
 
 it pays a dealer to look over stocks often, as the repre- 
 sentative is always anxious to show. Many times it will 
 be a decided advantage to the jeweler to do so. Either 
 he will find that his goods were bought right, and it is 
 worth something to know that, or he may find out that 
 he has been paymg too much for some kinds of goods. ^. 
 
 Avoid the snare of the easy terms "four months net." 
 Do not be always looking for dating on bills. Figure 
 close on prices and discoimts. Give the wholesaler to 
 understand that it is straight goods and price, not time, 
 that you want "Time is money," so they say, but time 
 is not worth the money it costs you. When you can bor- 
 row money at 6 per cent, interest per year, why should 
 you lose 6 per cent, discount for the mere satisfaction of 
 taking 60 days, 90 days, of four months net? 
 
 Concentrate your business. Do business with as few 
 as is positively necessary. If you owe $5,000 to five dif- 
 ferent concerns, you can make payments to each of them 
 easily. But, if you owe the same amount divided among 
 fifty concerns, you do not always know whom to pay first. 
 This, of course, only applies where the dealer does not 
 buy in small quantities and takes the cash discount off of 
 everything. 
 
 The reason so few jewelers take the cash discount is 
 because they are ambitious and try to carry as big a stock 
 of everything as their neighbor, who, perhaps, has more 
 
 money. 
 
 Better go slow, pay as we go, and in time ; the saving 
 on the discount will enable us to have better fixtures or 
 
 better stock. 
 
 A good many stores pay their rent, heating, advertis- 
 ing, and lighting from their cash discounts. It is not 
 worth your while to join the ranks of those who always 
 take the cash discounts, if. you are not already one of 
 them ? 
 
42 EVANS'S ESSAYS. 
 
 CHAPTER X. 
 
 SHOW WINDOWS ANl> THBIR USES. 
 
 £aormous Gains Made in this Manner from Transient Cus- 
 tomers — The Middle Class are all the Show Window 
 Lookers, and the Middle Class Pay Cash — Specialty 
 Windows Make a Good Impression. 
 
 FROM time immemorial, business men fiave, to a 
 greater or less extent, recognized the possibilities 
 of benefit to be derived from the proper display 
 
 of goods in their show windows. It is perhaps super- 
 fluous to mention the wonderful developments which 
 have occurred along this line. The metropolitan stores, 
 and their followers in the inland cities, demonstrate that 
 there is a strong current generated by proper window dis- 
 plays. The grocery and fruit stores find that sales are 
 stimulated by having their goods pushed well out on the 
 sidewalk, where the passing public will fall over them. 
 This belief is well founded, as were they to keep their 
 goods inside the store boundaries, it would be a com- 
 paratively easy matter to walk by their establishments 
 without noticing their existence, unless one had a specific 
 errand there. The dollars picked up from transients be- 
 cause of having the goods where they cannot help but sec 
 them is enormous. 
 
 There are many reasons why it is necessary for a store 
 to keep attractively arranged shop-windows. One of 
 them is that to enter a store, particularly a specialty store,, 
 such as a jewelry store, means, to a large class of peopte, 
 that they must have a purchase in mind. Indeed, the 
 clerks in small stores seem to be trained to think likewise. 
 People therefote are delicate about entering a store of 
 tiiis character merely to gaze and admire, with no idea 
 of an immediate purchase. To such people the show- 
 
 EVANS'S ESSAYS. 43 
 
 window is a welcome adjunct to the several stores in 
 which they are interested. To stop and look in a window 
 implies nothing more than curiosity and obligates the 
 gazer to nothing, nor is her departure made difficult. 
 Thousands pass your store daily who perhaps will never 
 enter unless you can exert some iniiuence or advance 
 some reason for their doing so. Many jewelers feel very 
 dignified regarding tlieir stores and their methods of do- 
 ing business. This is all very well for those who have 
 passed the anxious stage and have wealth accumulated 
 to back up their dignity. Most jewelers, however, are 
 not overburdened with wealth, and should not be with 
 dignity. It is not necessary to adopt any cheap methods 
 for attracting notice to our stores. There is a happy 
 medium between an excessive dignity and cheap clap trap 
 methods. In developing a business we do not wamt to 
 appeal to those who want something for nothing but we 
 do want to appeal to those who want good reliable goods, 
 and who are wilUng to pay a fair price for them. Ther.e 
 are enough of such people to make it worth while to make 
 efforts through our windows to bring them in. 
 
 A dignified manner tends to drive away the middle 
 class trade, and calls in a class who consider themselves 
 the upper crust, and whose purchases are mainly on 
 credit payable six months or so later. No average store 
 can exist on such trade, unless enormous profits are 
 added, and it is not unusual for the upper class to wish to 
 pay more for their goods than others. The middle class 
 of customers, who may also be called the show window 
 lookers, buy moderate priced goods, and pay for them. 
 To this class then we must cater. It is not advisable to 
 display cheap goods in our windows, as this condemns the 
 store to people with discerning eyes and good judgment, 
 which has been developed by ownership and purchase of 
 reliable goods. Many stores feel that they must offer cut 
 prices on goods which they display, or otherwise it is a 
 mistake to mark goods plainly. Nothing could be far- 
 ther from the truth in this respect. Every one who stops 
 and looks into a window is not looking for something 
 cheap. The average customer buys medmm priced 
 
44 
 
 EVANS'S ESSAYS 
 
 goods. He does not want i8k. gold, nor does he want 
 plated or cheap gold filled. iHe either wishes lok. or 14k. 
 gold jewelry or the best gold filled of that article. Take, 
 for instance, the one article of bracelets. A young man 
 in search of a present for a young lady may not care to 
 invest twenty-five to fifty dollars in one. Neither will he 
 care to purchase one for a dollar or two. Something in 
 good gold filled, costing from five to six dollars, or in 
 solid gold, costing from ten to fifteen dollars, will be most 
 apt to appeal to him. 
 
 In planning our fall window displays, we must first 
 make arrangements as to our window fixtures and inte- 
 rior decorations. Many find it to be an excellent idea to 
 have different colored window bottom coverini^s and cur- 
 tains which match, and which permits of changes being 
 made in the appearance of the window, and gives every- 
 thing in it a new and fresh appearance. Window fix- 
 tures may be as elaborate or as inexpensive as one 
 chooses. One may purchase these from dealers, or can 
 plan and originate one's own, and making them oneself 
 will make their expense practically nothing. Squares of 
 different heights and sizes ; triangles and rectangles and 
 steps can be easily made and covered with velvet and 
 will be ready for use on different occasions. The use c4 
 sudi arrangements permits of setting^ some special article 
 or articles in prominent positions m the window, and 
 bringing them especially before the public. Take, for in- 
 stance, a lumdsome lea set or service of any kind. If set 
 flat on die bottom of the window among other goods, it 
 may become only a part of a conglomerate mass. If, 
 however, they are set on a pedestal or other elevation, it 
 becomes a separate and distinct part of the displav. 
 Some window displays show up best on the level, while 
 other articles demand that there be a slant to show their 
 beauties to advantage. As has been said in reference to 
 the curtains and window coverings, so also it can be said 
 of these diflPerent shaped fixtures; they give a different 
 look to a show window even if the same articles are used, 
 while in addition, the use of such fixtures will offer sug- 
 gestions as to the display of articles which we would or- 
 
 EVANS'S ESSAYS. 
 
 4S 
 
 dinarily leave out of the window. If one were to have 
 the window bottom perfectly level, with no elevations of 
 any kind, many articles would have to oe left out of the 
 window, because they would not harmonize with the rest 
 of the goods ordinarily placed in a show window. 
 
 Jewelers generally are more zealous in their efforts in 
 the direction of show window decoration and arrange- 
 ment than ever before. Changes should be made with 
 regularity, so that regular attendants will not become 
 wearied with seeing the same display week in and week 
 out. By making frequent changes one prevents any one 
 lot of articles from becoming so decidedly shop-worn as 
 to make their sale well nigh impossible, to say nothing of 
 the lost sales from having such goods in such a prominent 
 place as the show window. If you have any goods which 
 arc specially new and desirable it is good business policy? 
 at once to show them in the window. Many have an idea 
 that they can sell anything, and that it is advisable to 
 push old timers on such of their customers as they think 
 tiicy can. There is an old saying to the effect, "Put your 
 best foot foremost," and applied to the jewelry busmess 
 if that doesn't mean, "Keep your show windows m first- 
 class order," then its meaning is not clear to me. 
 
 A specialty window will make a greater nnpression 
 than a general window, because it cannot be passed with- 
 out notice. Let us, for example, consider the effects of 
 a window full of watches. One cannot go by without 
 recognizing the completeness of the line carried, whether 
 he is in the market for a timepiece or not ; while the 
 man who is contemplating the purchase of a watch 
 is more apt to find displayed the very watch which he 
 has in mind, than as if there was a promiscuous dis- 
 play of watches, rings, cuff buttons, chains, etc. Then, 
 if such a display is followed later by a display of all the 
 rings in the establishment, and later ones with cuff but- 
 tons, scarf pins, and other card jewelry, one will discover 
 that your store carries an almost inexhaustible supply of 
 the various goods sold in a jewelry store. One must use 
 the general displays oftener than a special one, because 
 of the pretty arrangement which is the result, and which 
 
46 
 
 EVANS'S ESSAYS 
 
 a specialty window does not so often produce. Another 
 thing to feature is the new hnes which you may haV-e 
 added during the year. Take any line of goods which 
 may be as attractive as art and skill can make them. If 
 you place them carefully in the rear case vou will very 
 likely find them there after Christmas, little changed in 
 appearance, save as to tarnish and dust which may have 
 accumulated. Such goods should be kept well forward. 
 If not in the show window they should occupy a promi- 
 nent place in the store. One cannot with justice con- 
 demn goods as unsaleable which are not staples and which 
 he has carefully hidden away. 
 
 As the holidays approach we should change, if neces- 
 sary, the goods in our show cases, so that the novelties 
 and Christmas articles will be in the cases nearest the 
 door. Staples, such as table ware of various kinds can 
 be placed further from the door, as such articles, if de- 
 sired, are asked for by the customers. In dressing a 
 show window, one should have a fairly well developed 
 idea of how he is going to place the goods, and what the 
 general result will be before beginning to arrange the 
 goods. Jewelers often b^^rudge the time necessarily 
 spent in producing a beautiful display, ff they succeed 
 in originating an elegant display, they often leave the 
 goods in ^ window until the display has long outlived its 
 usefulness. This is misdirected energy in making such a 
 display and then leaving it so long before the public. Bet- 
 ter to have placed a few goods in the window arranged 
 simply, and then changed in two or three days. 
 
 Every man knows his own business best ; he knows the 
 size of his show-window and how he is located; he knows 
 what kind of displays will prove most attractive in his 
 section. There is, however, one safe rule to follow re- 
 garding show-windows, and that is, to keep them scru- 
 pulously neat and clean. Do not be afraid of overdoing 
 the matter of cleaning up. There is nothing which at- 
 tracts more than a jeweler's window which is clean and 
 filled with fresh bright goods, and one is encouraged to 
 enter and look, even although a purchase is not contem- 
 
 EVANS'S ESSAYS. 
 
 47 
 
 plated at that time. It is also true that nothmg will do 
 more to keep people out of a store tiian an untidy looking 
 window, ffllcd with dirty jewelry, mounted on dusty, fin- 
 ger-maiked cards. The writer has been interested when 
 visiting other cities, to notice the jewelry stores, and many 
 stores would present such a neglected appearance in their 
 show windows, that one would involuntarily come to the 
 conclusion that he "who enters here leaves hope behind." 
 To the observer from the outside it would not seem pos- 
 sible that any valuable knowledge of methods of con- 
 ducting a business could be learned in such a place. If 
 jewelers would receive such an impression, so others out- 
 side of the business would gain the same idea of the busi- 
 ness ability of the proprietor, and the desirability of do- 
 ing business there. 
 
4» 
 
 EVANS'S ESS A YS. 
 
 CHAPTER XI. 
 
 CARDS FOR THE STORE AND WINDOW. 
 
 Some Practical Suggestions for the Making and the Use of 
 a Cheap but Eflfective Form of Advertising— Be Careful 
 Not to Make Sutements You are Unwilling to Abide 
 By. 
 
 THERE is a way that we can advertise our store and 
 outline our policy, which costs but a nominal 
 amount. Reference is here made to the custom of 
 having printed or written cards of small size, which we 
 can place in the windows, describing the goocb, makmg 
 appropriate comments on prevailing styles, and inform- 
 ing our customers and strangers regarding our methods 
 of doing business. The cards which we will USC mside 
 may be larger, but should be of the same general char- 
 acter. , ^ 
 Few of us can realize the power of suggestion, or the 
 amount of information some people will gather during a 
 visit to our store, or even from looking in the window. 
 A handsome window display might attract loolrere, but if 
 coupled with it is the encouraging invitation to Come m, 
 and look, whether you wish to buy or not," we will find a 
 large number will accept the invitation so offered and wiU 
 call in, and while at the Hme it may seem like so mucti 
 time wasted, it is not, for before we can have buyers we 
 must have shoppers. All shoppers are not purchasers, 
 but they are talkers, and can spread the news around as 
 to what is particularly new and proper m jewelry. It 
 the people are with you, and. feel favorably toward you, 
 your name will become a household word for being the 
 most wide-awake, if not the leading jewelry store of 
 the town. This reputation is what wc arc all stnvmg 
 for, and which, if once attained, the prestige of such 
 position wiU enable us to obtain and hold trade that is 
 
 EVANS'S ESSAYS 
 
 49 
 
 desirable but which goes with the crowd — ^in fact, the 
 people who wish to have their jewelry, purchases come 
 from the popular jewelry store. 
 
 Whatever you say on these cards, mean it, and do 
 not make any offer that you are not wilUng to make good. 
 In an optical paper there is the story of a woman who 
 asked the optician to examine her eyes and tell her what 
 glasses she needed, so that she could go to the ten cent 
 store and get them. Upon his refusal to comply with her 
 request, she indignantly pointed out to him his sign, 
 "Eyes Examined Free." 
 
 Rightly worded signs often save a great deal of con- 
 versation. Take, for instance, either of the signs, 
 "Positively No Credit," or "Repair Work, Cash" hung 
 up in the store, and which a great many will read, and 
 take the matter for granted without asking for partic- 
 ulars, but if the jeweler is asked for credit, the mere fact 
 that he has such a sign displayed makes it a comparatively 
 easy matter to point to it, and inform the inquirer that it 
 is tic custom of the store to sell for cash only, or to de- 
 liver repairs only when the fuU amount of the charges 
 is paid. 
 
 While not advocating the filling up of the walls with 
 signs, the writer believes that the "signs of the times" 
 are deserving of all the space which we can give them. 
 Another sign I would suggest is "Not responsible for 
 work left over thirty days." While the laws do not pro- 
 tect the jeweler regarding the selling of repair work for 
 the charges, still the majority of people are not cognizant 
 of this fact, and these we can hustle up a little about 
 calling for their work. 
 
 A few samples- of what these cards may consist may 
 not be amiss: 
 
 "We study to please." 
 
 "Your satisfaction is our satisfaction." 
 
 "No trouble to show goods." 
 
 "We talk but little. Our pleased customers are doing 
 the talking for us." 
 "A satisfied customer is our best advertisement." 
 
50 EVANS'S ESSAYS 
 
 "To sell you once is to sell you always." 
 "If we please you tell others ; if not tell us." 
 "We would rather not make the hrst sale, if we cannot 
 hold your trade and induence thereafter." 
 "Watch us for watches." 
 
 "The rings here shown are merely a sample line. We 
 would Uke the privilege of showing your our complete 
 line." 
 
 "We guarantee our rings to be of the quality stamped." 
 "We lead, others must follow." 
 
 "Let us help you to decide what to give for that wed- 
 ding present. We are at your service." 
 
 "Wedding presents. Any article selected frcwn our 
 superb stoSi of sterling silver, cut glass or docks, will 
 make a pleasing and satisfactory wedding present." 
 
 "Cash prices, not catch prices." 
 
 "Not how cheap, but how good." 
 
 How are we going to prepare all these various signs? 
 Well, if we wish, we can buy one of the rubber stamp 
 sign outfits which are so complete in every detail that 
 with any degree of care the least skillful of us can turn 
 out a creditable sign in tiie space of ten minutes at the 
 outside. For those who dislike bother of this kind, our 
 friend, the professional sign-writer, will be found ready 
 and willing to help us at moderate prices. Our small 
 cards in the window we will have written or printed by 
 the best pen artist in our employ. The cards of various 
 kinds, which cost but a little time, cardboard and ink, 
 should be changed often. If you hit upon some catch 
 phrase, and find the public take to it, have one large sign 
 in the store with that wording. Occasionally, signs re- 
 minding people of the regular work we do should be 
 placed in the window, such as "Fine Watch Repairing," 
 "Jewelry of every description made and repaired." Care 
 should be taken to say nothing that will offend. Make 
 your "silent salesman" to be helpers of the business. 
 Do not try to be funny when you write these cards. Be 
 natural, be enthusiastic, cheerful, be businesslitte. Say 
 just what you mean and mean just what you sajr, and you 
 will find that these cards do a great deal of work for you. 
 
 EVANS'S ESSAYS. it 
 
 CHAPTER XII. 
 
 THE DISPOSING OF OLD STOCK. 
 
 Reasons for its Accumulation — How Best to Get Rid of it 
 at the Least Loss to the Dealer — Considered from Dif- 
 ferent Standpoints. 
 
 WHILE many contend that in die jewelry business 
 there is no such thing as "old stock," still 
 
 some of the trade feel that they have the evi- 
 dence to support their claims that there is such stock, and 
 that an extra effort of some kind is necessary, to dispose 
 of it. In defense of the position that there is no ''old 
 stock," the argument is advanced that certainly the man 
 who made the article liked its design, and surely some 
 one else will come along who will think the same. 
 
 From whatever standpoint we view the matter, whether 
 as wholesaler or retailer, we must admit that this sub- 
 ject is of vital interest and importance to all. 
 
 Before considering tiie subject, let us look into some 
 of the ways and means to use in order to avoid, as far as 
 possible, the accumulation of old stock. Why do we col- 
 lect a lot of old stock? It is not generally because we 
 buy more generously than we ought? If an article is 
 new on the market, or the demand for it has to be pro- 
 duced, we should go careful in our buying, unless it is 
 a commodity, the sale of which we can have control, 
 in which case it often pays to take hold and advertise it 
 and push it in every way possible, as any sales resulting 
 therefrom will redound to our credit. But as these 
 cases are few indeed, we will dimiss' them from further 
 consideration. We should buy in as small a quantity of 
 a new article as will enable us to make a respectable 
 showing. And, having received them, do not place 
 them carefully away in the show cases and wait for cus- 
 
S2 EVANS'S ESSAYS. 
 
 tomers to come in and call for them. We might have to 
 wait too long. There are people who always like to be 
 up-to-date, and will buy whatever is the proper thing at 
 that partict^r minute for that very reason. If we 
 promptly place these goods in our window and advertise 
 the fact that new goods have arrived, and mention what 
 is new, and that Siey are in our window, perhaps we 
 will not have so many of them left when the fad created 
 for them is over. 
 
 I think the experience of most jewelers is that the 
 novelties are the "stickers." As I said in one of my pre- 
 vious articles, there is a certain price we should be will- 
 ing to pay for being up-to-date, and we therefore should 
 not kick at a few left-overs in novelties. We should con- 
 sider what the value of our old stock is before we adopt 
 means for disposing of it. Sometimes it would be 
 cheaper to pack the stuff up or give it away, instead of 
 trying to get rid of it, even at a reduced rice. There 
 are certain ways of disposmg of old stock, and we will 
 now consider them. 
 
 The package sale is familiar to most of us, but a brief 
 statement of the method of conducting one will not be 
 amiss. Articles of different values, styles, sizes, etc., 
 are tied up into packages, and are offered at a low price. 
 The purchaser buys without knowledge of Ac contents 
 of the package, and may receive an article he can use, 
 or one he can not. While some recomm«id this method 
 highly, I do not think the after effects are good. The 
 jeweler has lost money on the sale, but he has cleaned 
 out a k>t of undesirable stuff, and has many tunes made 
 a lot of dissatisfied customers. While some purchasers 
 are gamblers enough to enter mto the spirit of it and 
 be satisfied whether they are fortunate or not in their 
 selection, the majority of people buy at a sale like this 
 because th^ expect to receive big returns, and fhey are 
 often disappomted and dissatisfied accordingly. If we 
 are not in too great a hurry to dispose of it, we can sell 
 quite a lot of it in the ordinary methods of business. 
 If we show these goods with our other goods, some will 
 prefer them. In any case, we should use the method 
 
 EVANS'S ESSAYS, 
 
 S3 
 
 which will have the least injurious after effect. ScHne 
 believe in hdding an auction sale. Experience is a 
 good teacher, and we all have to find out some things for 
 ourselves. An auction sale is all right if properly con- 
 ducted, but it is distressing, to say the least, to see ex- 
 pensive goods going at ruinously low prices. How is the 
 jeweler coming out? The auctioneer will generally 
 suggest that he sell a few of his own goods and on thes'e 
 a profit will be made. The jeweler acquiesces, and finds 
 that these goods sell easily at big profits, which are 
 divided. And so the sales goes on, with a sale from the 
 jeweler's stock, often at a loss, and a sale of a plated 
 watch from the auctioneer's stock, at a profit When 
 the sale is over, who stays behind to make good the de- 
 fects in the wearing quaUties of the goods which have 
 been sold ? 
 
 I think a good way to do, is to offer an article which 
 we are anxious to sell at a reduced price to a^ customer 
 who is looking for a present, either of that land of an 
 article, or who is undecided. Explam to him^ why we 
 are willing to sell it lower than the usual price. Td! 
 liim truthfully that we have had it in stock some time, 
 and while its value has not depreciated because we are 
 tired of seeing it, yet we are willing to sacrifice on ft. 
 In nine chances out of ten the sale will be made and the 
 customer will be satisfied. It is policy to tell him that 
 he can exchange it if he wbhes to. A satisfied cus- 
 tomer is what we want. 
 
 A good way to avoid having "old stock' is to keep the 
 goods clean and mounted on clean cards, with clean tags 
 attached. When we buy in new goods, before putting 
 them in stock clean up all the similar goods. Then 
 they will aH appear fresh and new. Cards, tags and 
 elbow grease are inexpensive, but yet how necessary! 
 Always remember that if we keep everlastingly at it, 
 success will be ours. 
 
54 
 
 EVANS'S ESSAYS 
 
 CHAPTER MIL 
 
 THB OPTICAL SIDE OF A RETAIL STORE. 
 
 The Advantages of Fostering the Optical Business — More 
 Profitable than the Jewelry End and Also a Feeder 
 Thereto— Moral, It is Wise to Study Optics. 
 
 WE often hear and read discussions regarding the 
 advisability of a retail jeweler carrying this 
 side line or that. Some say, be a specialist and 
 
 stick to one business only. Others advise having several 
 departments because one is able then to sell to the same 
 customers goods over and over again in the different 
 lines whereas if jewelry alone is carried the sales of 
 necessity are limited. So we find trade papers advocat- 
 ing stationery departments, camera departments, musi- 
 cal and art goods, statuary, china, bric-a-t)rac, cut glass, 
 lamps, etc. There is of course a reason for this. Many 
 articles of every day or occasional use, which ever^' one 
 buys once in a while, are not of such material or designs 
 that they properly belong in any particular store. So all 
 of us have calls for goods every day which wc do not 
 carry in stock, and we tell the inquirer so, and straight- 
 way forget about it. There are many of these depart- 
 ments vMch one might add prc^tably, if the necessary 
 space is contained witSiin his storeroom. 
 
 There is Ofoe department which naturally goes with the 
 retail jewelry business, and which the average customer 
 expects to find associated with it. That is the optical de- 
 partment. Years ago the jeweler carried, in connection 
 with his jewelry stock, a few sdid gM frames, and a 
 line of cheaper glasses, all ready fitted tip, whkh were 
 passed out to the customers for them to decide which pair 
 best suited tihem. This was all right until people h^m 
 to demand better methods of examinations and better re- 
 
 EVANS'S ESSAYS. 
 
 5S 
 
 suits from wearing glasses. Then the scientific optician 
 entered the field, and the jeweler-optician's business 
 dwindled. It is because of this fact that so many jew- 
 elers have never felt encouraged to push this department, 
 but many have realized its possibilities and have reaped 
 tfieir profits thereby. To me it is the ideal line to work 
 in with jewelry, for several reasons, ilt takes up but lit- 
 tle room even where a dark room is used in connection 
 with it. Every one, old or young, whatever their desires 
 or inclinations, must sooner or later adopt the custom of 
 wearing glasses, and if their jeweler is prepared to min- 
 ister to their wants, it is but natural that they should visit 
 him, because of their acquaintance and confidence, rather 
 than make a trip to an optician with whom they are not 
 acquainted. 
 
 • While many people are still of the opinion that a cheap 
 pair of glasses will do them, others who are of the ma- 
 jority, are beginning to recognize the fact that eyesig:ht 
 is precious, and once lost can never be recovered. All 
 this- makes it better for the exclusive optician or jeweler- 
 c^ytician. Good prices are obtainable for j^ood \vork, and 
 many jewelers have found it more profitable to push this 
 branch of their business, and make the jewelry depart- 
 ment the side line. And it is not altogether a question of 
 whether or not one is satisfied with his jewelry business 
 and is willing that others may handle the optical de- 
 mands. If one of our customers in search of eye helps 
 goes to an exclusive optician, you have merely lost the 
 profit on that particular sale. But supposing that they 
 visit a brother jeweler who, in connection with his jew- 
 elry business, also has means and methods for examining 
 the eyes and making necessary corrections. The jeweler 
 so visited probably is as good a fellow as you are, and by 
 the acquaintance so made may hold the trade of that cus- 
 tomer for future jewelry purchases. In making an ex- 
 amination of the eyes, in entering the results on the rec- 
 ord book, together with the name of the patient, in fitting 
 frames, and adjusting them afterwards, the optician is 
 
56 
 
 EVANS'S ESSAYS 
 
 given an opportunity for making a favorable or an un- 
 favorable impression. If the former, he must necessarily 
 profit on future sales. One's manner in granting a re- 
 quest clearly denotes whether it is an act of willingness 
 or of necessity. Be courteous always. It "costs little, 
 does much." 
 
 Instances where customers have been lost through 
 one's inability to serve them, in one or more of the jew- 
 eler's side lines, might be given. If for no other reason 
 than that of holding your own trade, it is a good thing 
 to handle optical goods. It is not necessary to advertise 
 this department. It will take care of itself. Your cus- 
 tomers will notice your new department, or at least it is 
 new to them, because they have just become aware of the 
 fact that their eyes need attention, and they will come in 
 and say, "You test the eyes, do you not?" and if you do, 
 business will result If, because of your inability to serve 
 them, you send them to other jewelers who can, and you 
 lose your profits on subsequent sales, where do you come 
 in? Your fellow craftsmen will not divide profits with 
 you. The optical business fits into a jewelry store more 
 easily than any other line. Then, too, the time necessary 
 to acquire a rudimentary knowledge of means and meth- 
 ods is not long. Of course such knowledge is merely 
 theoretical, but while that is valuaUe it is easy to obtain 
 that practical experience which quadruples the value 
 our theoretical knowledge. 
 
 Then, again, an optical department is valuable aside 
 from its immediate profits. It makes one think, and de- 
 vdops^ our abilities along that line, and also develops 
 one's judgment, and teaches him to rely upon himself, 
 la every case of eye fitting there exists a necessity for 
 exercising one's judgment. We are all liable to allow 
 our thinking powers to relax almost beyond recall, unless 
 the necessity exfsts for utilizing our thinking parts. 
 
 What difference does it make to you whether you make 
 a couple of dollars by selling a watch on which you make 
 a small per cent, compared with the same profit on a pair 
 
 EVANS'S ESSAYS. 57 
 
 of glasses. In selling a watch, you get nothing for your 
 knowledge of goods and qualities, but in selling glasses 
 you are paid an additional price for the knowledge of 
 what to prescribe. 
 
 The jewelers who have handled optical goods and 
 fitted eyes scientifically, need no advice as to the profita- 
 bleness of the same. They have the experience. But 
 when you consider the small amount necessary to invest 
 to carry a stock of optical goods, and the returns possible, 
 it seems strange that more jewelers have not taken ad- 
 vantage of it ■ ' ' ^. wm^-^ . 
 
58 
 
 EVANS'S ESSAYS. 
 
 CHAPTER XiV. 
 
 SAPB GUARDING OF VALUABLES. 
 
 In Showing Costly Goods Tradesmen or Clerks Should bt 
 Alert at all Time — Practical Suggestions — Honest People 
 Will Not Take Offense at Precantions Against Thieving. 
 
 THE jewelry business, like all oliier kinds of busi- 
 ness, has both its advantages and disadvantages. 
 Some of its advantages have been spoken of in 
 
 previous chapters. Chief among the things that may be 
 considered a disadvantage is the variety and extent of 
 the competition existing. Almost every department 
 store, gent's furnishing store and variety stores of dif- 
 ferent sorts have more or less jewelry for sale. There 
 is, however, a far greater peril in loss in conducting 
 a jewelry business, than the danger of losing sales 
 to competitors. It is the danger of losing through 
 theft an amount that oftentimes exceeds the profits of a 
 year's business. The jeweler is a mark, as it were, for 
 sneak thieves and slight of hand men. There is no 
 temptation to a thief to steal a suit of clothes, or a pair 
 of shoes, because of the difficulty of concealing them 
 during a flight. But the thief who takes two or three 
 diamond rings, or even a tray of them, who rushes from 
 the store and mixes with the crowd, is generally soon 
 lost to view. 
 
 Jewelers are inclined to be careless. Despite the 
 warnings of the newspapers, the Jewelers' Security 
 Alliance, and of other prominent sources, we still find it 
 to be the practice of many firms to leave one clerk alone 
 in the store, and often that one is inexperienced. We all 
 learn by experience, and the ones most habituated to 
 handling trade are usually less apt to prove easy victims 
 
 EVANS'S ESSAYS, 
 
 59 
 
 to the workings of some game than the inexperienced. 
 The old proverb, "Believe every man innocent until he 
 is proven guilty," would never do as a motto by which 
 to run a jewelry store. Unless we are personally ac- 
 quaint^ with a customer, we should exercise the great- 
 est care in showing goods. Opportunity often makes 
 the thief. Very few would steal if they thought they 
 would be caught at it, or caught with the goods. It is 
 a good idea to carefully size up a customer before you 
 begin to show the goods. It is an easy matter to do this 
 by asking a few questions relative to the class of goods 
 which the customer wishes to see. You then have a fair 
 idea of the appearance of the customer, if it should later 
 prove necessary to describe him. After you once pro- 
 duce the goods, your attention should be on them and 
 not on the customer. The fact that the customer is look- 
 ing at the goods makes it a fallacy to try and look the 
 customer in the eye while you are talking to him. Your 
 inspiration comes from the goods. You must look at 
 them yourself, to be able to discourse upon their beauty, 
 their finish, and their desirability. This is the time that 
 the hands of your customer need watching more than 
 does his face. All a crook needs is a fraction of a sec- 
 ond to substitute an inferior stone for a diamond, or to 
 slide an expensive brooch into the palm of his hand. He 
 can aff(M-d to look at you if you will look at him, and 
 take your eyes from the goods. When diamonds are 
 being shown, it is a good idea for any clerk who is dis- 
 engaged to stand near act hand. He naay see something 
 whi(£ might miss the eye of the salesman who is wait- 
 ing on the customer. Then again, if another clerk is 
 nigh, it will do away widi the possibility of a successful 
 outcome from throwing p^per into the eyes of the 
 salesman showing the goods. Most tricks are worked 
 when few are present, but instances could be related of 
 thefts made with a dozen clerks near at hand. Thieves 
 as a rule would radier do business with one person. An 
 Instance happened in a store recently whc^ a young 
 
6o 
 
 EVANS'S ESSAYS, 
 
 man entered k store, apparently in charge of but one 
 clerk, and a^ed to be shown diamond rings. As soon 
 as he ssdd diamond rings, another cleric moved oat of 
 the private office and stationed himself further up the 
 store near the door. The young man never {Mcked up a 
 ring or asked the price. He said he would call again, 
 and as he left the store he signaled up the street, and the 
 cleric stei^ing to the door, saw his partner come down 
 the street and join him further along. So many times 
 we have all read the different methods of safeguarding 
 our goods, that it seems almost unnecessary to further 
 particularize, but a few rules safe to follow are here 
 given. 
 
 Keep expensive goods in the safe, and especially 
 where they are in trays. Show such goods back in the 
 store, rather than near the door. Never leave such 
 goods on the showcase while you turn for others, or 
 while you reach in the showcase. It is a simple matter 
 when asked to show something different to lift the goods 
 from the showcase, and this should not give offence to 
 any honest person. Never attempt to wait upon more 
 than one customer, or one set of customers at the same 
 time. Some people who are not in league with a dis- 
 honest person, will often unwittingly act as assistant to 
 them. A cleric is busy waiting upon a customer, show- 
 ing diamond rings, when Mr. Jones enters and asks for 
 his wal^ which is being repaired. He is in a hurry, 
 and the clerk to oblige him, leaves his tray of diamonds 
 with the unknown customer while he finds Mr. Jones' 
 watch. Mr. Jones gets his watch ; the thief substitutes 
 a ring, and, pushing the tray to the clerk, says he will 
 call again, or perhaps in the excitement he departs with 
 the entire contents of ^ tray. All this would not have 
 happened had the clerk told Mr. Jones to watt until he 
 was through, or until another deiic arrived. Mr. Jones 
 might have felt a little vexed about the delay, but he 
 would recover from that A book might be printed re- 
 citing instances vriiere jewelers have been victimized. 
 
 EVANS'S ESSAYS. 
 
 6t 
 
 Always be ready to call another clerk into assistance 
 when people ask to be shown goods which will necessi- 
 tate a trip to another part of the store. A workman or 
 a boy can hand you those goods, which does away with 
 the necessity of your leaving goods on the show case with 
 the customer. 
 
 It is a good idea to have mirrors about the store so 
 that when it is necessary to turn around for someUiing 
 you still can keep the customer in view. Mirrors stiould 
 be on all the benches or in front of them, so that a watch- 
 maker, even though he does not wait on trade, may yet 
 have his eye on the business. Never make change for 
 a stranger unless he buys something, and when you do 
 make change for a customer do not alter it. It has cost 
 some business men from five to twenty dollars to take 
 back a bunch of change which looks like the change they 
 have just given, and give back the original bill to the 
 customer, who has meanwhile abstracted several bills 
 from the bottom. 
 
 Because of the immense value contained in little space, 
 the jeweler's stock presents itself as a shining maik for 
 the dishonest person; and, as many believe, because of 
 the expensive goods which he sells, that the jeweler is 
 comparatively wealthy, they steal from him without evai 
 a twinge of conscience. It is easier to keep your goods 
 in the safe and away from such people, than it is to re- 
 cover them when once lost. 
 
6a 
 
 EVANS'S ESSAYS. 
 
 CHAPTER XV. 
 
 HOW THB SOUVENIR CRAZB HBLP8 TRADB. 
 
 Still Good Business in Souvenir Spoons — Medium Price Ar- 
 ticles Will Please the Most and Show Greatest Profits 
 — ^uvenirs Make Good Presents. 
 
 EVERY year we are in business enq^iasizes the 
 fact that there is a demand for souvenir goods, 
 and that the average seeker after a souvenir of 
 any calibre looks to the jeweler to furnish the same. 
 There are unquestionably countless numbers of cheap 
 souvenirs sold by the fancy goods and dry goods stores. 
 With these, however, we do not try to or wish to c(xn- 
 pete. The visitor to our city, wishing to take home a 
 memento of the visit to wife, mother, sister or sweetheart, 
 does not visit the 5 and 10 cent store to try and find what 
 he is looking for. He begins the rounds o< the jewelry 
 stores, and the one best prepared to meet his require- 
 ments is the gainer thereby. 
 
 How many jewelry stores are prepared to satisfy this 
 demand even with a single souvenir of their own town? 
 One trouble with the jewelry trade is, that they e3q)ect 
 to move novelties and side lines with greater rapidity 
 than they even dare hope to do with r^ular goods. It 
 is perhaps for this reason that the trade generally have 
 let souvenir goods alone. But when you stop to con- 
 sider the small amount of capital really necessary to en- 
 able one to carry a ccnnparatively complete tine of these 
 goods, it is surprising that more stores have not taken 
 hold of them. 
 
 In every town there are public buildings, monuments, 
 or historical places which nudce good subjects for souve- 
 nirs. The Town Hall, Court House, Armory, Hospital, 
 High School, College or Fraternity buildings, all make 
 good material for souvenir goods. These may take the 
 
 EVANS'S ESSAYS. 63 
 
 form of tea or coffee spoons, bonbon spoons, paper 
 weights, pin trays and so on with the building either en- 
 graved or photographed thereon. 
 
 If we try to handle souvenirs at all, we want to keep a 
 good selection of subjects on hand so that we can sell to 
 the same people over and over again, which we cannot 
 do if we have only one kind of a souvenir. 
 
 Our presidents, especially Washington and the mar- 
 tyred ones, are first-class material for souvenir subjects. 
 By having these goods in stock in variety, we can start 
 some people collecting these goods. Of course some 
 may say that souvenir spoons have had their day, be- 
 cause there was such a fad for them about ten or twelve 
 years ago. But at that time every store was pushing 
 for the business. Now there are so many who are will- 
 ing to believe that this trade is beyond resuscitation, and 
 are perfectly willing to concede it to others, that it will 
 pay some jeweler in every town, more enterprising than 
 the rest, to prepare himself to fill the demand for these 
 goods. It is a good idea to try and have your store 
 noted for some one thing, and have it spoken of as the 
 headquarters for such and such lines of goods. In every 
 large city we see several stores lauded in their advertise- 
 ments as "the Leading Jewelers," or as ''Diamond Jew- 
 elers," or as the "Watch Store." Any of us can claim 
 these distinctions, which in reality are not such, as we 
 aU carry diamonds and watches, but a jeweler in shape 
 to provide the public wkh souvenir goods, can, with per- 
 fect propriety, commend himself to the trade, as the 
 "Souvenir Store." This trade may not seem worth going 
 after, but it is worth trying. One might, when we con- 
 sider the number of watches which have been sold, just 
 as well give up the sale of watches, on the theory that 
 every one who wants a watch has one. 
 
 We have all heard of the folly of straining at gnats 
 and swallowing camels. It h a good deal that way with 
 all of us in the matter of the stock we carry. We buy in 
 lots of the more expensive goods, and th«i, as a matter 
 
64 
 
 EVANS'S ESSAYS. 
 
 of ecQn(»ny, let our stodc in some of the lower priced 
 goods rttn down. The place to economize is in large 
 things. The more of medium class goods we handle, 
 the more customers we are prepared to serve, and the 
 more calls we will have for more expensive goods, 
 which, if we have not in stock, we can quiddy get 
 
 In returning to the contemplaticxi of die souvenir bus- 
 iness I will say that it will certainly surprise you, and it 
 will be a pleasant surprise, to find on how many occa- 
 sions that you will find that your self-suggestion of a 
 souvenir article to a customer, who perhaps, has not 
 asked for anything particuUu*, will interest hinh For 
 birthday presents, for Christmas presents, for graduation 
 presents, and many odier kinds, these goods will be 
 found acceptable aiui for a price to meet lie popular de- 
 mand. 
 
 Some customers who have to buy a present meet each 
 suggestion you offer, with, "she has a ring;" "she has a 
 br»:elet," and so on, untO you practically give up the 
 idea of making the sale and recommend Cerent goods, 
 m a half-hearted way. But, if in stock, there are sou- 
 venirs of the best the town affords, you have the oppor- 
 tunity of offering something which, while not enthrly 
 useful, still fills the bill, so fau* as the intending purchaser 
 is concerned. After one sale is made in this way, of this 
 class of goods, you will probably sell to that same co»- 
 tomer over and over again, as occaskm demands, not 
 only souvenir goods but more expensive ones as well. 
 
 The former resident of the town on a return visit gen- 
 erally wants mementoes to carry back as souvenirs of his 
 trip. You can sell them. The resident of the town, go- 
 ing away, will take some of your souvenirs along for the 
 friends to be visited. The visitor to your city, from 
 near at hand, will want a spoon- with the bowl engraved 
 with some building visited while tarrying with you. 
 
 Fifty dollars will give you a fair assortment of the 
 souvenirs, which you can strengthen as you find that it 
 pays you to do so. 
 
 EVANS'S ESSAYS. 
 
 65 
 
 Some of the souvenir houses make spoons for the dif- 
 ferent fraternities, such as MascMiic, Odd Fellows and so 
 on. These generally sell well to members and their 
 friends. 
 
 Remember, that it does not make any particular differ- 
 ence to you what you sell your customers, so long as you 
 are giving them value received for their money. Be on 
 the alert to grasp opportunities before they get by you. 
 Be the leader in your town. Do not follow if you can 
 help it, but do not be afraid to follow where others lead 
 successfully. 
 
66 
 
 EVANS'S ESSAYS. 
 
 CHAPTER XVL 
 
 SIDE LINES IN A JEWELRY STORE. 
 
 How They Can Be Uied to Advantage— Some Lines Which 
 Shorn Not Be Taken On— The Special Linea Whkh 
 Fit WeU Into tiie Jewelry Bnaineaa To-Day. 
 
 IN this age. of progress and eternal hustle, men 
 eagerly scire at ahnost anything which they think 
 will pay a profit and place it among their wares. 
 On account of lack of room in most cases, the jeweler 
 is usually skw to branch out into kindred lines, and 
 sticks more to the staples. For a conservative business 
 this is aU right Of course we could never begin to 
 carry the different lines of goods for which we have call, 
 but if there seems to be a demand for articles from our 
 cstabUshment which we have not in stock, it would seem 
 to me that it would pay us to lay in a few of them so as 
 to be able to fill succeeding demands. Russell Conwell, 
 in a lecture called "Acres of Diamonds," tells the story 
 of himself as a boy waiting on the customers in his 
 father's store and how, one day, when his father was 
 away, he had three calls for jackknives, to each caller 
 he explained that thev did not sell jackknives. He says 
 that if he had been alive to his opportunities, he would 
 have had a jackknife ready for the third man when he 
 called. What difference does it make to us what wc sell, 
 so long as we give the public value received for th«r 
 cash, 'it may be that our store is located'wherc wc could 
 sell a great many more of some things thMi wc do of 
 articles directly in the jewelry business. All of us have 
 seen the graduation of some of our tradcsnwn from the 
 jewelry business into the bicycle business, froni that to 
 the camera business, and from cameras to the piano and 
 musical instrument business. 
 
 EVANS'S ESSAYS. 
 
 67 
 
 Naturally, we will be solicited by commercial travelers, 
 urging us to put in their goods as a side line. We 
 should go slow in buying goods about which we are not 
 acquainted, as very often our experience will cost us 
 quite a sum. We may find that we have Sought out-of- 
 date goods, or paid a price which witii our profit added 
 will place us so far above the market tiiat we will not be 
 aUe to sell the goods. On side lines, we should make 
 our profit very moderate, as we do not want to acquire, 
 through their sale, the reputation of being high-priced. 
 
 There are some lines which the writer would not ad- 
 vocate selling in a jewelry store. Take for instance, 
 pocket knives of the cheap variety, mouth organs or bi- 
 cycles. The comer cigar store handles the first two and 
 bicycles have no place in a jewelry business nothwith- 
 standing the fact that some of the trade successfully con- 
 ducted bicycle departments. Imagine a workman who 
 has been adjusting the bearings of a bicycle and has a 
 customer walk in who wishes to look at diamonds. He 
 is in no condition to wait on her until he has washed his 
 hands and taken off his apron. Another line which we 
 should not be tempted to put in is a case of perfumery. 
 The drug store is fully equipped to satisfy the public 
 craving for this toilet article and we only cheapen our 
 store when we put it in stock. 
 
 There are some lines which naturally work in with the 
 jewelry business, such as optical goods, fidd glasses, 
 opera glasses, microscopes, magnifiers, compasses, tele- 
 scopes and like articles. Statuary and bric-a4)rac help 
 to give a store an attractive and artistic appearance, cost 
 moderately, and find ready sales. So, too, with vases, in 
 silver plate and the various kinds of ware. The profit 
 on them is not all wc get from having them in a store. 
 Their appearance gives a store Ac air of prosperity, and 
 completeness of stock. 
 
 A properly conducted stationery department, run in 
 connection with a card engraving department, will pav 
 handsome returns, and will bring to your store a class of 
 trade who appreciate just the class of goods which a jew- 
 eler lumdlcs, and whom it would be hard to attract 
 
68 EVANS'S ESSAYS. 
 
 tiirough the ordinary channels. If we conduct such a 
 department, we should arrange to sell only the best qual- 
 ity of paper, and if we cannot do the plate engraving on 
 the premises, we should connect ourselves with a house 
 who not only will do first-class work, but who will be as 
 prompt about returning work as the average business 
 man is about sending out his statements each month. 
 Promptness in this department means cvcrvthing, as if 
 the work is well d<»e, the prices right, and you can be 
 depended upon to have the cards or invitations ready at 
 the time promised, your trade will be materially in- 
 creased. 
 
 Many jewelers have found cameras and supplies to 
 sell readily, and it works in very nicely with the jewelry 
 business. I,f we start ^is line we should try to have ex- 
 clusive sale* of any specialties which we can, as we will 
 be sure erf a fair profit on them. Music boxes of the 
 American make either to set on tables, or the large stand- 
 ing ones, are certainly a line which a jeweler can handle 
 profitably, and which he can get considerable use out of 
 while they rest in his store. They please customers and 
 advertise themselves. The sheets of music, which can 
 be sold afterward, pay a handsome profit, another^ line 
 often called for is thermometers, and if a jeweler wishes 
 to carrv a few good ones, he will find that they not only 
 pay a fair profit, but keep well in stock, and look attract- 
 ive on the wall. 
 
 One important thing we should remember, and that is 
 keep good articles in whatever lines we add to our store. 
 So far as cheap stuff is concerned, there are enough 
 stores handling it, and there are just enough people who 
 want better goods, to make it pay the jewdcr to have the 
 better class of goods for these customers. Figure on the 
 show these goods make for you, as compared with their 
 cost. Do not expect them to sell more rapidly than 
 goods which you have been m the habit of carrying m 
 stock for years. If possible, keep a record of the goods 
 sold bv the extra department, and notke whether it pays 
 for itself or not, and whether it ^ pay you to continue 
 it or not. / 
 
 EVANS'S ESSAYS. 69 
 
 Finally, to sum it up. If you add side lines, add those 
 whose goods will help the appearance of your store. Sell 
 good quality goods at very reasonable prices, and to your 
 profit in cash add a reasonable amount for the show 
 which these goods make. In some lines $100 invested 
 will give your store the appearance of ten or twenty times 
 as much invested in jewelry or kindred articles. 
 
70 
 
 EVANS'S ESSAYS 
 
 CHAPTER XVII. 
 
 THB JEWELER AND HIS PROFIT. 
 
 He Should Strike a Happy Medium of Profit for the Work 
 Entailed and Capital Invested, But Should Not Cut 
 Prices — Some Points to be Considered. 
 
 BEFORE considering our subject let us go back a 
 little and investigate the events leading up to it. 
 Once in a while a man with considerable capital 
 on his hands, and with no particular knowledge of the 
 jewelry business, launches into the business, and, in a 
 comparatively short time, generally speaking, his cred- 
 itors have this money and he has the experience. It is 
 because of this fact in all branches of trade, to a greater 
 or lesser extent, that so many writers keep hammcrmg 
 away the advice, " never invest your mcmey in a busi- 
 ness you are not thoroughly trained in." Tht jew- 
 elry business, however, differs from most others m 
 t.'ie fact that its storekeepers arc usually men tram^ 
 into the business, either with a knowledge of watch and 
 clock repairing-, or jewelry work, or perhaps, with a 
 sprinkling of 'all. Why then is it that these men es- 
 pecially prepared are unable to make money out of their 
 investments, as others who are in a busmess, for which 
 they have no special aptitude, and which is not comiected 
 with repair departments that are turning in substantial 
 amounts. It must be because of poor management or 
 lack of business ability ; or the jewder should certainly 
 make money. His repair departments alone should pay 
 his expenses, and, perhaps a little more. Why then is it 
 that jewelers generally are short of money and huy on 
 long time? If it were not for the repair deparUnents 
 half of the jewelry stores would suspend immediately. 
 
 This brings me back to my subject proper. The jew- 
 eler is not getting the profit he is entitled on his goo^ 
 
 EVANS'S ESSAYS. 
 
 71 
 
 There are, of course, exceptional cases where an enor- 
 mous profit is asked and obtained, although these latter 
 cases are few indeed. The small jeweler is partly to 
 blame for the knowledge of watches which is spread 
 through the land. He has a call for instance of a high 
 grade watch which he does not have in stock, and the 
 customer will not wait until he gets it for him, yet the 
 latter condescends to ask him how much he ought to pay 
 for it. The jeweler quotes him a close price, and, with 
 this lever to use, the buyer oftentimes gets his watch, at 
 practically cost to the jeweler fftmi whom he buys. 
 
 There are several things to remember in pricing our 
 goods. 
 
 First : The lasting qualities of the same. In an average 
 lifetime, how many watches, does* a man buy? Perhaps 
 two or three. Why then should he buy them without 
 pa) ing the dealer a reasonable profit? The railroad man 
 for example, has but one tool to buy and that is his 
 watch; and yet, he so begrudges paying the jeweler a 
 profit, that he travels from store to store, in the various 
 towns where he stops, until he finds the lowest priced 
 place, and then buys. He, and all others to whom we 
 sell watches, require a great deal of after attention in 
 the- way of regulating and so on for which the jeweler 
 receives nothing. 
 
 Second : The guarantees which a jeweler really has to 
 place on goods; to accomplish a sale, demand that he 
 shall receive a reasonable profit 
 
 Third : The engraving has to be thrown in, as that is 
 demanded, even ' on the smallest purchases. Few of us 
 realize the amount of this work, or its value in a year, 
 unless we send it out and have bills, come in for it 
 
 Fourtfi : The dianging of goods, and altering of sizes 
 of rings, and so on. 
 
 Fiffi: The work necessary to keep a stock in sale- 
 able condition, the capital invested therein, the fact of 
 having to place all valuable goods in safes at night, 
 and place them in tfie cases and windows in the 
 morning. His one duty akme (which no other kind« 
 
72 
 
 EVANS'S ESSAYS. 
 
 of stores have to do), entails considerable amount of 
 valuable time during the business year. 
 
 Sixth: In no other line of trade is so much actual 
 value given in the goods as in this of ours. Take a dia- 
 mond or a watch. After having it for years, and tiring 
 of it, the owner can recover the greater proportion of his 
 money, and during the last few years on a diamond, he 
 could even sell at a profit many times. How does this 
 compare with any other line. Bicycles, pianos, furni- 
 ture, clothing or any thing you can think of. For some 
 reason or other the jewery business has always been 
 credited with demanding exorbitant profits. Of course 
 ideas differ as to what c(Mistitutes a fair profit Some 
 people are satisfied with three per cent, as Ae match boy 
 said, who boug^it matches at one cent per box and sdd 
 them for four cents. 
 
 The difference between the cost and selling price of 
 an artide is not the profit Look over your books, and 
 tuadct what your expenses are for a year, and then tak- 
 ing die net cost of your goods sold during the same 
 pmod and figure what per cent to add to your goods; 
 you should tart the actual cost before you add on the 
 percentage of profit you are entitled to. The mannfac- 
 turer and wholesaler both know that it costs a certain 
 amount to sell goods but the retailer evidently does not 
 so figure, or we would not hear of valuable railroad 
 watches being sold at a profit of onfy one dollar. It is 
 not necessary to overcharge customers. There is a 
 happy medium between the two extremes of overcharg- 
 ing and the giving of goods %way. We are entitled to a 
 fair prc^t, and, if we cannot get it let the customer go 
 elsewhere. Don't "dicker." Many figure that if a cus- 
 tomer leaves the store without purchasing, that tihey are 
 practically out of pocket the difference between the cost 
 and the offer made, so they accept the cut and make the 
 sale. Once in a while you will meet a man who will try 
 to beat you down, but failing to do so, will buy wHh the 
 
 {Mice." People get mtk and tired of bemg confidentially 
 
 EVANS'S ESSAYS. 73 
 
 told, "the price to you is one dollar less." A cut made 
 to a customer once, means that he buys at a reduced 
 price, ever after. There is- an instance in my mind 
 which illustrates that the price-cutter does not always 
 effect a sale. A young man was much taken with a gold 
 filled watch with a seven jewel movement which sold in 
 A*s store for $18.50, but before buying thought he would 
 look around. He stepped into B's and was shown a 
 watch answering the same description for $22. The 
 young man informed the jeweler that he could buy the 
 same watch for $18.50 ; B promptly said he would make 
 the price $18 and put in a fifteen jewel movement. This 
 was too much of a "cut" for the young man. He 
 started back for the first place, and made his purchase. 
 
 This story is merely intended to illustrate that the 
 bu>ing of jewelry is a matter of confidence, rather than 
 price. A favorable opinion is generated in the mind of 
 the customer, regarding the merits of the jeweler's 
 goods and of the jeweler himself, if he declines to make 
 a cut in price to effect a sale. The result of this con- 
 fidence is shown by future sales to the same customer, 
 at a profit. 
 
 How many watchmakers who after years of saving 
 from their salaries and entering the business for them- 
 selves, and with all their savings invested get less from 
 busines-s and work harder than they did in their former 
 positions? This ought not to be so. Other branches of 
 business charge a larger profit than we do, and their 
 goods have to be bought over and over again. If the 
 jewelers would only adopt a code of ethics similar to 
 the professions regarding customs and charges, we 
 would all be better off. We should have fixed prices 
 for goods, and hold to those prices. 
 
EVANS'S ESSAYS. 
 
 CHAPTER XVIIL 
 
 THE BASIS FOR CREDIT. 
 
 Tbm Diiference of Wholesale and Retail Credit Discussed^ 
 little Difficulty Usually in Getting Goods on Credit- 
 Therefore Caution is Most Necessary— If Credit it Givent 
 Keep Cloee Track of Your Customers. 
 
 CASH and credit are familiar terms to all business 
 men. Some dealers make a specialty of the 
 credit business, knowing that while they are tak- 
 ing risks all the time, many of which are uncertain, yet 
 the increased prints obtainable from such sales under 
 such circumstances, justifies them in their conduct. 
 Credit is a short word ; but it means a great deal. \V ith- 
 out it business would be hampered to a great extent, 
 and manywould be unable to contmue. But what is 
 credit? What is it that leads a man m New York 
 to ship his goods to San Francisco, to an unknown 
 man, whom he has never seen? He has confidence 
 in the man's integrity and his good intentions In- 
 tentions, however, count for little. We have all heard 
 of a certain place that is paved with good intentions. 
 But a wilHngness to pay, and a desire to keep even with 
 the world, is certainly one of the means of establishing 
 credit. But to the average credit man it is ability rather 
 than intentions which count ; for, if a man is able to pay, 
 they will usually see that he does pay, whether or not he 
 wishes to. But while the retail jeweler is often ruined 
 by extending credit indiscriminately, it is also probably 
 true that more are ruined by having too much credit 
 thrust upon them. There is one particular trouble with 
 the jewelry business. There is scarcely any limit to the 
 amount of stock which one may carry in a comparatively 
 small store. Other lines of business either have to build 
 on additions or keep their stock within reasonable limits. 
 
 EVANS'S ESSAYS. 
 
 Not so the jeweler. The goods shown him app^l to his 
 artistic eye ; he appreciates the workmanship which 
 been put on them; they -re the class of goods he would 
 like to sell ; and so, encouraged by offers of dating he 
 puts them in stock. Perhaps his purchase is a necklace 
 of pearls, or a diamond tiara, which takes up but little 
 space and runs into the thousands of dollars. He puts 
 it in a tray with other goods, or, perhaps on account of 
 its CTeat value, he puts it in the safe for protection from 
 thieves. He doesn't sell it, but still he has the indebted- 
 ness for it hanging over him for months, and perhaps 
 sets still farther behind with other payments, because of 
 other purchases of like goods, that he may be forced to 
 the wall or acquire the reputation of being slow. 
 
 In extending credit the jeweler should be careful not 
 to urge e3q)ensive goods upon people who cannot afford 
 their ownership. Of course if a man is practically free 
 from debt, and has a large stock, he can afford to take 
 occasional chances in giving credit, which he cannot af- 
 ford to, nor has he the right to, if he owes a large 
 
 amount to creditors. A-ff^r-^r^t 
 Giving credit m the retail busmess is a very different 
 matter from giving it in the wholesale business, ihe 
 wholesaler knows where his customers are generally 
 even if he cannot collect his accounts ; but a retailer s 
 customers change around so, and move so easily, and so 
 unostentatiously, that he sometimes cannot locate them, 
 let alone cdkct what is due. 
 
 A man can perhaps afford to do a certain proportion 
 of his business on credit. He should, however, have 
 definite understandings with his several customers re- 
 garding ame of payment. These should be entered with 
 the account and a memorandum book or pad should be 
 used to keeo track of the different accounts du<t at dif- 
 ferent times. The same method can be practiced with 
 our accounts with our wholesalers. When a bill of 
 goods is bought or received, enter name and the amount 
 less the discount under the. date in the memorandum 
 
76 
 
 EVANS'S ESSAYS 
 
 book or pad, when it will be due. When that day ar- 
 rives it is immediately brought to our mind, and the ac- 
 count is paid, if we have the money ; if not, we can refer 
 to our memorandum of accounts receivable, and find out 
 what there is due according to agreements with custom- 
 ers. This simplifies collections. Another good point 
 about keeping accounts coming due constantly before us, 
 is, that we will oftentimes be prevented from making 
 purchases which are unnecessary, because bdng con- 
 scious of indebtedness coming due, we will be extremely 
 cautious about purchasing, and will buy only what is 
 needed for immediate use. 
 
 There is never any difficulty about buying goods for 
 a jewelry store, unless it may be occasionally some 
 grades of watch movements, and there is no reason for 
 overstocking because of any doubts as to our ability to 
 secure goods when wanted. Buying in moderate quan- 
 tities makes small bills which are easily paid when due. 
 Credit should be handled carefully, as it is the most 
 priceless asset of a man's business, and, while difficult to 
 establish, is very easily lost. Honesty and straightfor- 
 ward dealing are commendable in all, and certainly win 
 out in the long run. 
 
 It is certainly worth considerable to be able to send an 
 order for goods and receive them as soon as the express 
 can bring them. But, how differently situated is the 
 man without credit. Delays follow the receipt of his 
 orders whilst inquiries are being made, and, after what 
 seems to him an interminable length of time, he receives 
 either the goods (sent after consideration), or else a 
 statement of their inability to ship the goods. 
 
 When we consider the length of time it takes to build 
 up a trade acquaintance and credit, it certainly demon- 
 strates how carefully we should use it. Never use all 
 the credit you can get. Caution is a good word for us 
 all to remember; caution about granting and receiving 
 credit. A man who owns a little business and sells for 
 cash, or practically so, and is equally cautious about pur- 
 chasing, will succeed; slowly, 'tis true, but nevertheless 
 
 EVANS'S ESSAYS, 
 
 77 
 
 he will improve his condition if he follows the beaten 
 pathways of conducting business. Others starting in 
 at the same time and using the extent of their credit, 
 trusting Tom, Dick and Harry, may distance them in the 
 race, but the probabilities are the other way. "Slow and 
 sure," is a good rule to foUow, as is also "Make haste 
 slowly." 
 
78 
 
 EVANS'S ESSAYS 
 
 CHAPTER XIX. 
 
 TH£ ONE-PRICE SYSTEM. 
 
 Does it Pay to Stick to the One-Price Principle?— The Jew- 
 eler to Blame for Most of the Dickering — Make Your 
 Prices Bcniitable and Then Maintain Them. 
 
 DANIEL WEBSTER in his memorabk speech in 
 reply to Hayne used the expression, "What is 
 an this worth?" It is my intention to take 
 that expression as a sort of text from which to draw 
 several lessons, and to consider whether or not it pays 
 to stand up for a principle in conducting a jewelry busi- 
 ness. The principle I wish to consider is whether or not 
 a store can do business on a strictly one price basis, and 
 whether the losses of sales through sticking to this prin- 
 ciple are made up by other sales to customers who like 
 to do business in a Imsiness-like way. 
 
 We continually harp on the fact that jewelry pur- 
 chases are made in certain places because of confidence 
 m the finn's inte^ty. Why is it then that so many 
 people want to look around a little before deciding, and 
 speak sibout buying where they can do the best, when 
 they are not familiar with goods, qualities, or tnide- 
 marks, and to whom if an article is gold, it's gdd, and 
 if plated, it's plated, they making no distinction in qual- 
 ities. Then diere a great many people who never 
 buy unless some ccMicession is made to them. Such peo- 
 ple believe themselves to be a little wiser than the aver- 
 age mortal, and glory in the fact, and not only do they 
 glory in it, but they s|M^d the news abroad. 
 
 There is no other business under the sun where there 
 is so much dickering as to prices as in the jewelry busi- 
 ness, and the jeweler himself is to blame for it. There 
 are so many jewelers in each town, that none of them is 
 
 EVANS'S ESSAYS 
 
 79 
 
 doing as much business as he would like to do, and so 
 if a customer appears interested in an article, but speaks 
 as though he was going to look elsewhere before pur- 
 chasing, the jeweler takes it for granted that his price is 
 a little high, and so he begins to come down, finally at 
 la^ making the sale. Those who pursue this method 
 justify themselves by saying that if they let the customer 
 leave without purchasing, and he buys elsewhere, they 
 have not only lo^ the profit on that one particular sale, 
 but perhaps lost his fctturc business. So, figuring that 
 a half-loaf is better than none at all, they will make any 
 concession necessary to make the sale. 
 
 Of course, if you refuse to make a concesMon to him, 
 and Smith lets him have ten per cent, discount, perhaps 
 he will think Smith is the best fellow, but after all is 
 said and done, when he is at home by Wmself with his 
 purchase, and he has time to think it all over, what dk> 
 you think his real opinion is of the two men ? Don't 
 you suppose Hat he realizes that Smith was tickled to 
 make the sale, even at a discount, and* even threw in a 
 case with the article, and don't you suppose that he 
 thinks more of you as a man, and as a business man, be- 
 cause of the principle which you maintained, even at a 
 loss to yourself? Some jewelers feel that if a customer 
 leaves without purcluising, tfiat they have suffered a per- 
 manent loss. That this is not so, any thinking man will 
 agfree. 
 
 The other ade of the argument, and "die side which 
 the writer favors, is the one-price idea, as that is the 
 only fair and honest way of doing business. The man 
 who tries to squeeze your prcrfit out of the price of your 
 goods ^ould not buy an article for one cent less than 
 your friend who passes by all the other stores to trade 
 with you, because he feels satisfied that he can depend 
 upon you r^^arding the quality of .the goods, and that 
 you will not diarge lum more than is r^t for it He 
 asks ior no discount because he is a friend of yours, and 
 is willing for you to make a fair profit upon his traiisac- 
 
So 
 
 EVANS'S ESSAYS, 
 
 tions with yoti. But suppose that he finds ihat ym have 
 sc^ an article similar in design and quality to an ac- 
 quaintance of his, for less than he paid for it ; or suppose 
 that because of his friendship for you, he recommends a 
 friend to you. and you make a concession to him, and he 
 ^oes back and tells your first customer ahout it. What 
 then? The writer knows of an instance of this kind 
 where a man working in a wholesale house had been 
 buying his shoes at a certain place for years, and had 
 taken many a customer to that store. One day. In Ae 
 generosity of his heart, the shoe dealer threw off a quar- 
 ter on a pair of three dollar shoes, because of his trade 
 and influence. Upon returning to his work, a fellow 
 employe, noticing the shoes, asked where he bought 
 them, and what he had paid for them. Upon being told 
 where, and the regular price of the shoes, he went to the 
 store, and being a close buyer, came back with the shoes 
 for $2.50. He told his friend, who had recommended 
 him, about it, with the result that the shoe dealer lost 
 the trade and influence of nearly every one of the men 
 who had been his customers for years. 
 
 This chasing a customer to the door, and reducing the 
 price more and more, until the sale is made — or lost, is 
 poor policy. You do not want to sell a customer unless 
 satisfaction will result. Let a customer go and make 
 his comparisons before he buys, because if you do not 
 he will spend the rest of the day running around to see 
 if he got "stuck." When a customer says that he does 
 not want to buy to-day, that should suffice. When you 
 have shown the goods, and explained their merits, and 
 named your price, it is up to the customer. Give him 
 a chance. Perhaps he does not intend to buy to-day 
 anyway, and is just "looking," as he says. Encourage 
 the habit of "looking." 
 
 Personally I would not enter a store where they make 
 it difficult to retire gracefully; where you feel yourself 
 penned up in a corner, and that you must either buy or 
 lie, in order to get out. No w(Mider so many people 
 
 EVANS'S ESS A VS. 
 
 81 
 
 adopt the subterfuge that they are "looking" for a 
 friend. Price does not influence sales to the extent that 
 many believe. The more jewelers there are who main- 
 tain prices as quoted, the better it will be for all am- 
 cerned. Other businesses do not throw off on every 
 purchase; then why should the jeweler? His goods last 
 longer, seldom need duplicating, and, when selling them, 
 he should receive a fair profit. Some people consider 
 that the jeweler makes a tremendous profit, and it is no 
 wonder when we hear of the cuts made to make a sale. 
 
 I believe that people respect the man who maintains 
 his stated prices, and that it is to him they will go when 
 they have to buy anything of consequence. People are 
 suspicious of tlie too-anxious salesman. 
 
82 EVANS'S ESSAYS. 
 
 CHAPTER XIX. 
 
 -YOUR MONEY BACK IF YOU WANT IT." 
 
 Some Rmions Why This Favorite Slogan in Some Trades 
 Cannot be Used in the Jewelry Business— Be Ready to 
 BsduBife, But Not to Turn Back Cash. 
 
 IN this age of the world, new ideas are constantly be- 
 ing brought forward which are supposed to have 
 more or less merit as influencers of trade. One of 
 diese of which we have heard considerable is that it is 
 good busmess to offer to your customer his money back 
 if he wants it In some business, it probably will pay 
 to make this offer, and it will not make a great 
 deal of difference whether the money is given bacK 
 or not Take the grocery business, for instance. 
 Supposing the grocer refunds the money, the same 
 CttStwner will doubtless be there to-inorrow again to 
 make purchases. So, too, with the clothier, hardware 
 dealer, hatter and furnisher, and through a long Imeof 
 businesses. Unquestionably, it makes sellmg 
 easier, to accompany the sale with the offer to rcftrnd ttie 
 money if they decide that they do not want the goo^ 
 But why is the purchase made in the first place, it tnc 
 purchaser does not want the goods. Why does he not 
 keep his money, and you your goods, if he w gomg to 
 come back for his money in a day or two. The backers 
 of this idea advance the argument that it beg^ confi- 
 dence in the store. The writer believes that ttie ^ 
 confidence can be obtained by straightforward 
 of doing business, and letting a customer go and took 
 elsewhere before he buys, and then let hfan buy where 
 he wishes to, without any offer that he can bring the 
 goods back and get his money. 
 
 The jewelry business is a Uttk different from any 
 other business whkdi you can amceive of. There are a 
 
 EVANS'S ESSAYS. 
 
 83 
 
 few good reasons which can be given, which will ^ow 
 the disadvantages of offering to refund the purchase 
 price if dissatisfied. In the first place, people have the 
 rather disagreeable habit of carrying around to all the 
 other stores, their jewelry purchases, to find out if they 
 paid too much for them. Right here, let me say, that I 
 thmk the trade generally make a mistake when they 
 quote prices on purchases made elsewhere. The time to 
 compete is before the purchase is made. To resume my 
 subject, we will suppose that Jones sells a 25 year case 
 with a 15 jewel movement, and figures a fair profit 
 thereon, and sells it with the understanding that he will 
 return the money if the buyer wishes it The buyer of 
 the watch carries it to Smith, around the ccmier, to see 
 what he would have sold him the watch for, and Smith, 
 not knowing what Jones had sold the watch for, and see- 
 ing that it is a new watch, and in order to be on the safe 
 side, and be able to impress the questioner with die fact 
 that he (Smith) sells goods at a tower price than ottiers, 
 will quote as close to the cost price as he can afford to 
 go. The recent customer at Jones', either becomes an 
 immediate purchaser at Smith's or he calls on Jones for 
 the refund of his money, and buys his second watch at 
 Smith's. Was his confidence strengthened in Joaes by 
 the fact that his money was refunded? If so, where 
 will he naturally go for his next purchase in the jewelry 
 line? If he does what most people will do, he will go 
 to Smith's on the theory that he sells at lower prices. 
 Where has Jones improved his condition? Does not 
 the offer of "Your Money Bade if You Want It" en- 
 courage die running around town to compare prices? 
 Has the jeweler the same chance to make up on cus- 
 tomers for the money thus refunded, on future sales, 
 diat odicr lines of business have? If a sale is made, and 
 tite purchaser has received value received, he should 
 keep it, except, in occasional cases, where an exchange 
 w necessary, or where a special arrangement is made. 
 But let such cases be the exception, and not the rule. 
 
84 
 
 EVANS'S ESSAYS. 
 
 If wc are conducting our business on right principles, 
 and selling reliable mods, why should we agree to re- 
 fund the money? Of course, our time isn't worth a 
 great deal, but it is worth just enough so that we cannot 
 afford to waste it Time is money, and we should so 
 consider it. Of necessity, we have to spend time show- 
 ing goods, which at that particular time show no profit, 
 but such time is not wasted. We cannot gauge busi- 
 ness, nor teU to whom we are going to make a sale, so 
 we use each customer courteously, and' pleasantly, mak- 
 ing suggestions, and trying to assist them in coming to 
 a dedskm to buy, and perhaps, if to-day is not the day, 
 they wiU call agam, and the sale will be consummated. 
 
 But it is different when you have taken a half hour or 
 so, showing goods, and explaining their virtues, and 
 have finally accomplished the sale, and the customer has 
 left with his purchase. Suppose that it is a nng which 
 he has purchased for a young lady, and he presents it to 
 her, and withm the week, receives it back again. Ought 
 he to have the privily of returning the rmg, and ob- 
 taining his money, or is not the jeweler doing all that it 
 is right to ask or expect, when he willingly offers to ex- 
 change it for anything else in his line which the ownei 
 wishes to ? 
 
 The writer is of the opinion, that jewelers generally 
 will do well to adopt a rule, to this effect : "Goods Ex- 
 changed Willingly, within 30 Days of the Purchase, 
 and adhere to that as far as possible. The writer has 
 seen attempts made to exchange, at hoh^lay time articles 
 like chain bracelets, which were purchased a full year 
 before The jeweler cannot afford to change around so 
 much In proportion' to what the jeweler sells, and the 
 fact that his ^)ods last longer than those purchased in 
 any other line, his profits are much lower than they 
 
 should be. , 
 
 To sum it all up, let us not be too eager to make a sale. 
 Let the customer decide for himself, and when he so de- 
 cides, let him keep what he gets, unless it is defective or 
 he wishes to exchange for something else. There are 
 
 EVANS'S ESSAYS. 
 
 85 
 
 cases once in a while when we all gladly give back money 
 to have rid of a customer, but such cases are few and far 
 between. If people find that you are easy in such mat- 
 ters, they will impose upon you and ask favors which 
 they would not expect elsewhere, and they will not think 
 any more of you for granting their request. 
 
86 
 
 EVANS'S ESSAYS. 
 
 CHAPTER XXI. 
 
 THE JEWELER'S GUARANTEE. 
 
 This BoiiiiM is tlM Only One Where the Buyers Expect 
 Goods to Wesr Fofew^Retsilers Are Too Liberal 
 Widk Their Guarantees on Plated Goods— A Cam p ai g n 
 of Bdncatioii Nssdsd Along This Lias. 
 
 OF course, all business have their drawbacks, but 
 wc are all in a position to realize fully the disad- 
 vantages of our own business. I think the most 
 source of trouble to the jeweler is the guarantees which 
 he feels called upon to make in order to do business. In 
 no other Hnc of trade is so much expected or demanded. 
 A man buys a pair of shoes, and in two or three months 
 he goes and buys another pair, and thinks nothing about 
 it. Oothing, hats and caps, underwear, shirts, and so 
 on, fade away, and there is no complaint made to the 
 stores where they were bought. But let the poor jeweler 
 beware if the pin-tonn:ue for which he received the iiuis;- 
 nificent amount of lo cents comes out or breaks withm 
 three months, or even longer. So, too, if he cleans a 
 watch, and the mainspring breaks, he is expected to do 
 this work for nothing. Not so with the bicycle re- 
 pairer. You can have your wheel repaired every day in 
 the year, and you will pay for it each time. Why is 
 there this distinction? Is it not the fault of the jewelry 
 trade that this condition of affairs exists? The people 
 can be trained either to expect a great deal for httle 
 money or to expect just what they pay for, and no naorc. 
 
 If a watch is repaired, we should guarantee the work 
 done, and no more. It is not necessary to tell the cus- 
 tomer than we guarantee the watdi to run for a af- 
 ter repairing it. If he takes it out and drops it, the 
 guarantee should expire at once. The jeweler has 
 enough free jobs, such as setting and regulating watches. 
 
 EVANS'S ESSAYS 
 
 87 
 
 straightening spectacles, etc., without adding to the list. 
 I think the jeweler does entirely too much for nothing. 
 A good plan to follow, is to decline to do jobs while the 
 customer waits. Never mind if it can be done in a min- 
 ute. Tell them to call in a half-hour, if you want to be 
 accommodating, or have them leave them a day or two. 
 You cannot charge what a job is worth if you do it too 
 quick. It is not merely the time you take to do it that 
 they should be charged for, but also for the ability to do 
 it, and the tools to work with. 
 
 If a watch is brought in for a mainspring, or jewel, 
 and we can see that it needs cleaning, insist on the cus- 
 tomer having it cleaned at the same time. If he takes it 
 out of the store, after the spring is put in, and it stops, 
 he will charge this to your spring, and you will have to 
 clean the watch for nothing or have a dissatisfied cus- 
 tomer. 
 
 A jeweler in making sales should be careful about 
 guaranteeing gooill. It is not enough that the manufac- 
 turer says that he will replace anything returned witfiin 
 ten years, we should figure on the number of people who 
 will not return to complain about the article, but will 
 think that we intentionally deceived them. I have heard 
 of an instance where a woman in buying a plated brace- 
 let, for which die jeweler asked $2, made die inquiry, 
 "Hdw long will it wear?" And he told her twenty years, 
 but ythea she returned with it in three months, comjplain- 
 ing, he asked her what she e3q>ected for $2. On plated 
 goods, it is better to go slow on promises, and tell them 
 that it is in^>ossible to say how long it will wear ; but if 
 it did not last a reasonable length of time, we would re- 
 place it. We hear of campaigns of education, and it will 
 pay the jewelry trade of fiie country to try and educate 
 the public to a knowledge of the fact that plated goods 
 are not as good as the solid article, nor will they wear 
 forever. If all would stand together and talk the same 
 way, we would all be a great deal better off. But if one 
 dealer will not guarantee a chain which he sells for $2, 
 for twenty years, and another store does so guarantee 
 
EVANS'S ESSAYS. 
 
 such a chain, naturally it strikes the inquirer that the 
 man who guarantees an article for the longest time is 
 giving hini more value for his money. 
 
 The guarantee business is certainly worked overtime. 
 There is no line of business where the goods sdd are so 
 lasting or give the same universal satisiactioii as in this 
 of ours. But as we know that our goods do not need re- 
 placing hardly ever, it does seem Hiat wc should not feel 
 called upon to promise almost impossible things to make 
 the sale. Occasionally we find stores that guarantee 
 watches they sell for five years. Whether or not they 
 make good defects free during all that time, the writer 
 knows not, but my opinion is that one year is long enough 
 to guarantee a watch movement, as that offers ample 
 time for the exchange of insperfeci movements. An- 
 other matter which needs considering is the jeweler's lia- 
 bility as to stones lost out of rings sold. Some people 
 are unnecessarily rough in their usage of anything which 
 is guaranteed to them, as they believe in the theory that 
 in such way they get the most out of the guarantee, be- 
 cause if they lose a stone from a ring or pin, they expect 
 the jeweler to replace it free of charge. It is perhaps a 
 good idea to do this the first time it occurs where the 
 stone is inexpensive, but to inform the customer that a 
 charge will be made in the future. People as a rule, how- 
 ever, do not appreciate things which they get for noth- 
 ing, and are better satisfied to pay for them. If people 
 find thev can impose upon us in enforcing guarantees, 
 they will do so. It is a good idea to stand on our dignity, 
 and we will find that in nine cases out ol ten wc will hold 
 their trade, and do more business with them than before. 
 
 Finally, in guaranteeii^ an article, say no more than is 
 necessary or than you can surely fulfill. Make good the 
 defects m your guarantee, chceffully, bftt do no more than 
 that. 
 
 EVANS'S ESSAYS 
 
 89 
 
 CHAPTER XXII. 
 
 WHY TRADE PAPERS ARE NECESSARY. 
 
 Tht UtefalncM of the Trade Paper— Some Reasons Why it 
 is Money in a Retailer's Pocket to Read His Trade 
 Jonmala Wnmnrafft the Editor by Subacribing and 
 Plying Pron^tiy* 
 
 ALL of us have become so accustomed to the fact 
 that there are trade papers, that we seldom if 
 ever stop to consider the great benefits resulting 
 from them, or the difference there would be in our con- 
 ditions were they all suddenly to suspend. The trouble 
 with the jewelry trade in general is that each individual 
 merchant is afraid to converse with his local brethren, 
 and give them the benefits of his experiences, and in re- 
 turn, to learn from them. This, then, places each indi- 
 vidual in a hole by himself, and leaves him to rely upon 
 his own efforts for everything, he may learn or acquire in 
 the way of knowledge of his business, with the exception 
 that through the columns of his trade papers he has the 
 means at hand for learning what other dealers in other 
 cities are doing to improve their trade and their condi- 
 tions. Trained writers in trade papers are continually 
 exerting themselves to present suggestions to their read- 
 ers to assist them in promoting their business. . 
 
 Then, again, jewelers who would not think of offering 
 suggestions to their local brethren will offer them to the 
 jewelers of the country through the columns of th€ trade 
 papers, and it is well that this is so. Then, again, when 
 a jeweler is at a loss as to how to handle repairs of a 
 difficult nature, to whom does he turn for help, aid and 
 assistance? Why, to his trade paper, of course. He 
 feels that he can ask questions of them which he could 
 not of any one else. Nor does he ask in vain. The ed- 
 
fO EVANS'S ESSAYS 
 
 itor is always willing to give sadi advice as he can, or to 
 refer the inquirer to others hetter informed who can fur- 
 nish the desired information. Then, in cases where it 
 is desired to obtain goods of unique designs, or goods 
 whose makers cannot easily be found, much correspond- 
 ence and long waiting are obviated through the medium 
 of the trade papers. 
 
 A trade paper keeps the retailer up-to-date r^;arding 
 the new goods which are being brought out from time to 
 time, and through its advertising colunms places him in 
 immediate communication with 9ie source of supply for 
 these goods. Traveling men are out all the whHe, but 
 it does not always pay to await their coming before get- 
 ting in goods. Very often we will find that die whole- 
 salers are waiting for inquiries before they stock up on 
 new goods to any great extent. An advertisement of a 
 wholesaler, placed in the columns of the' trade papers, 
 impresses upon tibe minds of the readers the name of 
 that house, and, involuntarily, when they think of cer- 
 tain lines of goods, they thiidc of certain houses. Then, 
 too, it maJces the path of the traveling representative 
 comparatively easy, if the house uses printer's ink to any 
 extent A representative for a well advertised house 
 makes new customers in one or two calls, whereas, tiie 
 traveler for the unknown house has to woric for years 
 developing his trade. 
 
 The trade paper offers through its colmnns sugges- 
 tions for trade winning, for advertising, for window 
 dressin^^, and, perhaps, in one of these articles, one may 
 obtain one hint whidi will prove to him to be worth the 
 price of his subscripticMi for years. 
 
 The jewelry trade paper adso keeps us in mind of the 
 fact that there are in the land men who believe it easier 
 to live in a dishonest manner, at others' expense, than to 
 pursue a Intimate undertaking. It may be possible 
 diat the very trick you read about to-day may be tried 
 upon you this wedc. If so, you are forewarned, and 
 forewarned is forearmed. It may be that something 
 
 EVANS'S ESSAYS. 
 
 91 
 
 entirely new may be tried upon you. In either case, 
 your chances are better because of the fact that you 
 keep yourself familiar widi such tricks through read- 
 ing your trade papers Some jewders lead a very 
 quiet life, and seldom if ever have a dishonest person en- 
 ter their store, but we all should keep oursdves from 
 falling into a trance w.hile waiting upon a customer, only 
 to awake to the fact (after his departure) that he has 
 taken a valuable ring along with him. 
 
 Trade papers need encouragement in their work. 
 Kind words of approbation are appreciated by every one. 
 If you see something in a paper which has proven very 
 helpful to you, do not be afraid to say so. If some one 
 department appeals to you more than the rest, let the ed- 
 itor know that too. A trade paper, knowing what its 
 subscribers need, or wish, can come pretty near to satis- 
 fying them. Another way to encourage the trade paper 
 is by sending the price of your subscription promptly, by 
 furnishing items of interest to the paper, and, those 
 whose business warrants it, by inserting advertisements 
 therein. The retailer knows that he must advertise in 
 the daily papers in order to bring himself to the atten- 
 tion of the public; so too, the manufacturer or whole- 
 saler who wishes to receive the greatest returns, must 
 use the columns of the trade papers. To whom does the 
 retail jeweler send his orders for selection packages, or 
 for special goods which he needs in a hurry? Why, to 
 the firm that advertises, whether or not he deals with 
 them regularly. He does this because he does not wish 
 to be delayed, and so he sends to headquarters, as he un- 
 derstands the firms to be, who advertise in the trade pa- 
 pers. The trade paper is a help therefore, to wholesaler 
 and retailer alike, because it puts each in touch with the 
 other. One of them, the seller, wishes the acquaintance 
 of the buyer; the other, the buyer, looking for the one 
 from whom to purchase. 
 
 How any jeweler can run his business without the aid 
 of his trade papers, is hard for me to understand. Some 
 
92 
 
 EVANS'S ESSAYS 
 
 maintam that they have not time to read dieoL Hiis is 
 a fallacy. However, it is unnecessary for a man to read 
 everything in a paper. But the few minutes it takes for 
 one to scan or read a trade paper will prove of inestima- 
 ble value to one, because in addition to the fact that one 
 learns without knowing it, it also relaxes the brain, and 
 releases it frcmi the cares of one's immediate business, 
 and reminds him that there are others all over the coun- 
 try engaged in the same undertaking, and working under 
 the same or perhaps greater difficulties. Great is the 
 trade paper, and long may it live. 
 
 EVANS'S ESSAYS. 
 
 93 
 
 CHAPTER XXIII. 
 
 THE JEWELER AND THE DEPARTMENT STORE. 
 
 How to Hold Trade in Competitioii Witfi tfie Bargain 
 Counter— Some Argumenti Suggested to be Used on 
 Cnatomonk 
 
 WE are all of us prepared to meet fair competition, 
 and must necessarily expect to lose sales occa- 
 sionally to our competitors, even as they also 
 
 lose them to us. But the competition which exists out- 
 side of our own craftsmen is what we have most to fear, 
 and need to agitate most against. When I write agita- 
 tion, I do not mean publicly decrying the department 
 store and its methods, as the surest way to help any one 
 to succeed is to talk against them. As far as possible 
 retail jewelers should not buy goods from those who sell 
 to department stores, as some patterns are so pronounced 
 that a customer can carry them in their mind's eye from 
 store to store while shopping. If we find that certain 
 lines of goods which these stores sell at ctif prices go slow 
 with us, cut them right out of the stock, and let them 
 have the sale of these goods. Confine your stock to high- 
 class goods. Do not go in for the cheapest which you 
 can buy, for that is the class of goods which these stores 
 make a specialty of. They appeal directly to those who 
 consider the price of an article as the most important 
 thing to be considered in making a purchase. It is our 
 duty, and plainly to our advantage, to let the price 
 question be the secondary consideration, and talk qual- 
 ity, first, last, and all tiie time. Do not advertise prices 
 in the papers, because your sales would not be materially 
 increased thereby, and ^e department store could cut 
 under yon. A few years ago, in one of the trade pap- 
 ers, there appeared the account of a jeweler who tried 
 to %ht it out with a department store on alarm clocks, 
 
94 
 
 EVANS'S ESSAYS. 
 
 bat it rcstiltcd in iiis own discomfiture. He finally cut 
 tifte price to five cents less than cost, and the dry goods 
 store sent their clerks, one by one, and bought his stock 
 of clocks, and sold them at one cent apiece less than he 
 was selling them, he losing five cents oa each clock, and 
 they losing but one cent. , , , 
 
 What we should do is to talk quality good and loud ; 
 ^oat it, if necessary. The average customer is afraid to 
 trust to his own judgment, and we should try to make 
 ham feel that he is secured when he make a purchase in 
 our store. If a customer informs you that he can buy 
 an alarm clock for ten cents less than you are selhng 
 them, do not try to meet the price, but show the benetits 
 derived from purchasing a clock where there is a guar- 
 antee attached, which protects a customer should the 
 clock be defective or a spring break. N*ever acknowl- 
 edge that your goods are the same as the department 
 store sells. Tell your customer that you do not know 
 what kind of goods they do sell, but you do know what 
 the goods are that you have for sale. If, in showing 
 other goods, say watches, and the custc)bier talks about 
 looking at a department store stock before deciding, you 
 can do yourself and your brother jewelers a good turn by 
 urging the man to make his jewelry purchases in a jew-, 
 elry store, where he can be assured of having anything 
 wrong made right. Tell him to go to one of the other 
 jewelers and compare prices, and that he will be sure of 
 getting something good wherever he decides to buy. 
 
 Another way to hold trade against competition is to 
 tell customers that they will come out better if they will 
 go to the store where they have confidence that they will 
 receive fair treatment, and make known their desires, 
 and the amount they can put into whatever they wish to 
 buy. People respect you more if you do not act afraid 
 for them to look around. If a customer is thinking of 
 looking at several stocks before he buys, he will go any 
 way, and he might as well have your suggestion added 
 to so look, but always impress upon them to come back 
 again and look at your goods before purchasing. Some 
 
 EVANS'S ESSAYS. 
 
 95 
 
 y 
 
 will not, of course, come back, but others are as good as 
 their word and will come back, and the chances are in 
 favor of your making the sale. 
 
 Surely, well-trained salesmen, who have a thorough 
 knowledge of the jewelry business, should have no diffi- 
 culty in overcoming the advances of the department store, 
 whose sole argument is price. Show your familiarity 
 with the goods, your knowledge of precious stones. Al- 
 lowing that the department store sells at a less price than 
 the jewelry store (and they very seldom do except on 
 trash, which the jewelry store should not handle) it 
 should be an easy matter to convince customers that the 
 advice of the expert is surely worth the small sum extra 
 which it costs. 
 
 Never let a customer think that the department store 
 hurts you in the least. Always talk and act on the 
 theory that there are some people wfio never buy goods 
 in their r^lar channels, but are constantly on the look- 
 out to buy something cheap. They form the crowd at 
 the auction sales and the bargain counters, and it is a 
 useless matter to try and hold thdr trade. But the 
 great class of people, who are anxious to buy where they 
 can save money, and yet do not want cheap truck, wc 
 can convince that the only right place to buy watches, 
 jewelry and kindred articles, is in the Intimate jewelry 
 store. 
 
 I 
 
 r 
 
96 
 
 EVANS'S ESSAYS. 
 
 THE JEWELER AND THE SEASONS. 
 
 CHAPTER XXIV. 
 
 THE BEGINNING OF THE YEAR. 
 
 How the Retail Jeweler Should Keep HimMlf Bmf in tiM 
 Slack Period After the Holiday Season— Hint! M to Ibe 
 Accommodation of Customers— An Euct Inv«ntocy 
 Should be Taken About Febnuury x. 
 
 WE have all passed through the jeweler's partic- 
 ular season of the year; the tunc when he has 
 his harvest, and when he docs a month's busi- 
 ness in a couple of days. Whether your busmcss 
 came up to your expectations or not, you must bnng 
 yourself at once to renewed efforts for Uie new 
 year. Local conditions, and even neighborhood condi- 
 tios, so often affect a man's business, that each is him- 
 self the sole judge as to whether or not busmess was 
 
 ^^fter the close of the selling season, comes the 
 settling up period, whkh affords the honest man as 
 much satisfaction as the buying and sdhng of goods 
 does. After Christmas comes the ever r^lar chang- 
 ing of goods, altering rings, engraving of articles put 
 over until after Christmas. Then, too, our repairing 
 department, neglected during the two or three weeks im- 
 mediately prior to Christmas, again demands our atten- 
 tion. The watches, clocks and jewelry, left during De- 
 cember, and all of which are promised, right along after 
 Christmas, all have their respective owners, who want to 
 get them again, and so the jeweler finds himself crowded 
 as mudi or more than he was before Christmas, and with 
 a great deal less in it 
 
 EVANS'S ESSAYS 
 
 97 
 
 But wc cannot sdl holiday {M-csents contimiously, and 
 the repairing department is after all the mainstay of the 
 jewdry btu^icss, as by means of it we obtain and hold, 
 k addition to the immediate cash fbrthooming, a shore 
 of each repair customer's tndt on jewelry and Undred 
 articles. 
 
 So the jeweler after Christmas must necessarily first 
 turn his attention repair-ways. Then, too, we will find 
 that many goods through frequent handling need polish- 
 ing, wiping, recarding or retagging. All this should be 
 attended to promptly. Trade will go on in January and 
 the succeeding months, although not as brisk as during 
 the holiday month. Customers calling in January, hav- 
 ing more time to consider purchases, are apt to be, if 
 anything, more particular as to appearance and price. 
 If the goods are fresh-looking there is no need of offer- 
 ing them at a discount. Many jewelers would rather 
 sacrifice their profit on an article than spend ten minutes 
 cleaning it up. Do not let your store acquire the ap- 
 pearance of a second-hand store. Keep it up with as 
 much care now as before Christmas. The writer has ac- 
 quaintances in the trade who make it a practice every 
 November to go through their stock, and carefully pol- 
 ish and recard or tag, each article. The store then takes 
 on its annual holiday appearance, and these stores with 
 the rest do business. But, as before stated, and as all 
 are fully aware, there will not be a holiday business again 
 until the next year, and as we are all anxious to ob- 
 tain cash during the months preceding, we should keep 
 up our efforts. It does seem rather hard, perhaps, that 
 after an exhausting month of holiday work, preceded by 
 several months of preparation, that the jeweler cannot 
 take a week's rest, but if we fall behind now we will not 
 make it up during the year. 
 
 The jeweler should be just as wideawake as any one. 
 and while he cannot make the claims or statements of 
 the large department stores, yet, he should be seasonable. 
 His after-Christmas advertising should be in keeping 
 
98 
 
 EVANS'S ESSAYS. 
 
 with the time of the year. His first ad. should be a card 
 of thanks to patrons of the past, to be followed by a gen- 
 erous wish for "a Happy New Year/' and later by a re- 
 quest for support and patronage during the coming year, 
 and promising the same courteous treatment and same 
 endeavors to merit their approbation and friendly sup- 
 port as in the past. 
 
 Goods which are brought in for exchange should be 
 exchanged with the same gentlemanly manner that they 
 were sold with originally. Complaints regarding the fin- 
 ish or appearance of articles sold should receive proper 
 attention and treatment. Sizes of rings should be 
 changed without a murmur. Changes of goods, for 
 something not in stock, should be made, even if it is nec- 
 essary to obtain the article especially. We have the op- 
 portunity of making new customers in this way. Many 
 of those who will come in with articles for engraving, or 
 exchange, will be people who have never entered your 
 establishment before, and, although the article they are 
 changing may be an inexpensive one, through acquaint- 
 ance other more profitable sales will result. 
 
 So, at the threshold of the New Year, with the results 
 of the Christmas business before us, and with the many 
 opportunities for developing our trade right ahead of us, 
 let us resolve that the coming year will be our best year 
 yet, if we can make it so by fair, square dcahng, and 
 that your guiding rule will be the Golden Rule, "Do unto 
 others as you would that they should do unto you." 
 
 A thorough business man, in connection with his busi- 
 ness, takes an annual or semi-annual inventory of his 
 stO(^ and fixtures, which, together with his casli balances, 
 shows the assets of his business. From these it is a 
 simple matter to deduct his liabilities; the balance remain- 
 ing will be his net worth. 
 
 Appearances are deceitful, and it is an impossibility tor 
 any man, by taking a glance through his stock, to tell 
 whether or not he has more value in his stock this year 
 than last. Every business man owes it to himself and to 
 
 EVANS'S ESSAYS. 
 
 99 
 
 his creditors to take a thorough inventory at least once 
 a year. It matters not what month or time of year this 
 is done, so long as it is done regularly. For the jeweler, 
 with his heaviest season coming immediately before Jan- 
 uary 1st, and followed by a fortnight of extraordinary 
 work, "catching up" his work, both repair and new, 
 perhaps February ist offers the most practical time to 
 take this inventory. 
 
 You may have a larger or a smaller bank balance than 
 in previous years, but that signifies nothing. The cash 
 balance does not show the correct returns ; neither does 
 the possession or lack of certain goods. Our financial 
 condition may be apparently fine and we perhaps con- 
 gratulate ourselves on our good fortune. An inventory 
 perhaps might show, however, that our stock of certain 
 goods was enough lower to offset any apparent gain 
 which our cash on hand might indicate. 
 
 So, too, we might find that, instead of being able to 
 pay off all of our bills, and have a comfortable bank bal- 
 ance, we are short of the necessary amount ; and we may, 
 therefore, start the new year with a weight upon us. Such 
 a condition might bring discouragement, were it not for 
 the possibilities of our inventory. We may have a thou- 
 sand or two thousand and more invested in watches or 
 diamonds, or perhaps our stock of material may be hun- 
 dreds of dollars more than in previous years. In any 
 case, whether we can show a gain or not, an inventory is 
 nec^isary. Another thing, aside from the immediate re- 
 sults of knowing just where we stand, is the finding of 
 articles in quantities of which we never dreamed, and 
 which perhaps we contemplated reordering. 
 
 How should we go about taking an inventory? On 
 watch cases and movements and goods of that kind, 
 where there is an absolute value to them, it is com- 
 paratively an easy matter to inventory them. On jewelry 
 and kindred articles the net prices should prevail, and 
 even from these a discount should be taken to allow for 
 any depreciation. It is no advantage for a man to in- 
 ventory his stock at a higher value than it actually is. 
 
100 EVANS'S ESSAYS. 
 
 Whom does he deceive by marking down the highest 
 price on everything? Not himself because in his mmort 
 mind he must confess that it should be considerably less. 
 Not his creditors, because they do not know unless he 
 finds it necessary to make arrangements \Mth them re- 
 garding the payment of his debts. How often we 
 of noi^l assets and real assets. In our papers of tius 
 wedc in chronicling the assignment of a local jeweler, 
 is found the statement of nominal assets $17,000, wia 
 real assets of $9,000. Wherein does this difference Uef- 
 Of course, one may inventory accounts, which may or 
 may not be collectible. This may account for some 
 difference, but a good part must be in an imperfect m- 
 ventory, or in not making allowance for depreciatioii 
 
 each year. . . 
 
 On diamonds, which are constantly advancing, market 
 prices should prevail in making the inventory. In in- 
 ventorying our fixtures, a certain per cent, should Dc 
 deducted each year, as in time we will throw than out 
 and replace with new, and if we have deducted each year 
 from their cost it will not seem like parting with so 
 much. Many inventory showcases year after year at 
 the cost price, when, perhaps, they can buy later, mor« 
 modem, and practical store furniture, for less money. 
 Wherein does the satisfaction He? A man might just as 
 well hug ten one-dollar biUs and say over »nd over to 
 himself, "I've one hundred doUars in my pocket. When 
 he comes to spend them he will notice the Oitterence 
 more pronounced. 
 
 If a man is running behind each year m busmess, it 
 is certainly worth while knowmg it. There may he 
 means and methods in practice in the store which may 
 be more expensive than they are worth. Perhaps the 
 store is doing more advertising than it should Many 
 things are brought out by an inventory which, if known, 
 one can profit thereby. I have read of a young man who, 
 taking a positiwi with a large mercantile firm, found 
 after a short time with the concern that the principal 
 method practised by them to maiket their goods was an 
 
 EVANS'S ESSAYS 
 
 101 
 
 unnecessary form of expense, and that the profits of the 
 concern could be materially increased by doing away with 
 the method so long established. He hesitated about 
 speaking to the head of the firm about it, and, when he 
 did, found that the firm was very much attached to the 
 method and it needed considerable argument upon his 
 part to have them try the experiment' of leaving it alone. 
 Six months' time justified his position and made him the 
 confidential man of the firm. 
 
 Such things brought out by an inventory should be 
 taken advantage of. The inventory should be exact to 
 the cent, if possible, and we should be on the alert to 
 obtain all the information therefrom which we can, aside 
 from knowledge of our immediate possessions, and, hav- 
 ing such knowledge, to govern ourselves accordingly. 
 
I02 
 
 EVANS'S ESSAYS. 
 
 CHAPTER XXV. 
 
 A FEW THOUGHTS OF GENTLE SPRING. 
 
 Signs of String* Even Spring Jewelry Announcements 
 Plcaie the People— Encourage, by Timely Wmdow Dis- 
 plays, the Army of Lookers That is Constantly on the 
 Increase Wi^ Milder Weather. 
 
 IN some sections of the country it will be taken as an 
 attempt at humor to discourse on spring and its 
 natural effects on the jewelry business. Yet, nev- 
 ertheless, the time to talk spring jewelry business is in 
 the spring. All people who are residents oi the north- 
 cm our grand and glorious country have had an 
 elegint sufiSciency of cold, stormy weather by March i. 
 and have grown weary in their strenuous efforts at shov- 
 cUng coal and snow. All these welcome any sign of 
 sprmg, even a spring announcement in the nevvspapers, 
 speateie of the fact that the balmy days of spring 
 aic nea? at hand, and that you have received a new 
 Ime of spring goods which are now on exhibition at yo^^ 
 store, and that while you are ready and willmg toscu 
 your customers what they want, whenever they Bit rcaay 
 to buy, you are now ready and anxious to have toe 
 pleasure of showing the new things which you now have 
 
 ui stock. ^ «i • At. 
 
 Encourage looking, in the spring as well as in the 
 fall At Christmas time pec^lc fed freer than at any 
 other time of the year to enter the jewelry stores and see 
 what is new and obtain information and prices regardi^ 
 goods. They feel this way because all stores are extend- 
 ing printed announcements of their desire to have people 
 come, look, admire, and buy if they wish. As a niatter 
 of fact, the department stores sell many little knick4aiadcs 
 which the jeweler might just as well have sold, bemuse 
 they encourage people to enter and look around. Each 
 
 EVANS'S ESSAYS. 
 
 103 
 
 jeweler who advertises helps himself and his fellows, 
 and is also benefited by their advertising. Advertise now 
 for "lookers,'' and be prepared for them when they come. 
 If people enter your store to look at goods, even if they 
 do not buy a cent's worth, either then or later, they have 
 done you a favor. It is worth money to have the reputa- 
 tion of being a busy jewelry store. People standing in 
 the store leaving work do not know that the two ladies 
 next to them looking at diamond pendants are not going 
 to buy. They will speak of it at home, as will also the 
 two "lookers." To make people familiar with your store 
 should be your aim. 
 
 We should look ahead, notwithstanding the Good 
 Book's advice, "Take no thought of the morrow." But, 
 besides looking ahead, we should hustle to make our 
 dreams come true. Before beginning our spring cam- 
 paign we should first get ready for it by cleaning up all 
 through the store — walls, ceilings, fixtures and stock; 
 using a duster where necessary, a paint brush if it will 
 serve our purpose better, and not be too saving in the 
 matter of clean cards on the goods. Our show windows 
 should show, to those not desirous of troubling us with- 
 out purchasing, a general idea of the newest and most 
 desirable goods which we have in stock. Other stores 
 may have more kinds of goods in stock and a greater 
 variety of each, but if they do not bring them properly to 
 the attention of the purchasing public, and you do keep 
 a fair selection of such goods in your show window, 
 you can sell twice as many goods as the larger store 
 which makes no effort to obtain the business. Of course, 
 sales at this season are not as a general rule as large as 
 at holiday time, because they are generally sold to the 
 user direct, but there are numerous lines which we can 
 feature to profit during the coming weeks. 
 
 As the weather moderates and becomes warm enough, 
 people feel like stopping to look in the show windows, 
 and ladies begin to look around, not necessarily for new 
 designs in jewelry, but for new designs in millinery and 
 dress goods. Each, however, will gladly stop and glance 
 
104 
 
 EVANS'S ESSAYS. 
 
 in an attractively decorated jewelry store window, and 
 involuntarily indulge in the mental choosing of certain 
 goods shown therein. This, then, presents the jeweler 
 with an opportunity for increasing his sales. He should 
 devote extra time to the show window and have the sur- 
 roundings as pretty as he can, and show therein articles 
 of trifling expense, together with more expensive ones, 
 which necessarily form a part of a lady's or a gentleman'b 
 toilette. 
 
 Overcoats and jackets and furs are thrown off with 
 the approach of spring, and, as they are discarded, little 
 articles whose ownership has been put off become real 
 necessities, as the old ones will not do any longer. So 
 we will find the ladies interested in watch chains, neck 
 chains, brooches, bracelets, waist sets, belt buckles, hat 
 pins, stock pins, stick pins, bead neck chains, lockets and 
 chains, and countless other little articles of nominal ex- 
 pense which a lady will buy for herself if her husband, 
 brother or best fellow overlooks them. 
 
 The gentleman will be interested in a display of watch 
 chains, ribbon and metal fobs, cuflF buttons, necktie pins, 
 rings, and so on. It is not my intention to make here- 
 with a list of suitable articles for displays. Each jew- 
 eler is the best judge of that himself. What the writer 
 wishes to do is to impress upon all the importance of 
 pushing these smaller articles at the season of the year 
 when Nature puts on her spring attire and all the world 
 joins with her in trying to eclipse all previous efforts. 
 As each one feels the necessity of buying something new 
 in the clothing or dress goods line, so tmch one also feels 
 the need of something from one of our stocks. Easter 
 this year comes so ]£tt that we cannot afford to await 
 its coming before makmg a bid for spring business, but 
 we must get alter it now. 
 
 A famous statesman once said, "the way to resume is 
 to resume." In like manner, the way to do busiiiess is 
 to do it We should be sol only wSQinff to take in monev 
 and make bank dq>osito, but we shomd hustle to merit 
 that success whkh we so much crave. 'WtMng, unae- 
 
 EVANS'S ESSAYS. loS 
 
 companied, amounts to naught. The corner loafer 
 wishes for money, because of its purchasing power, but 
 he does not want to work to get it. What's worth hav- 
 ing is worth working for, and if we wish to enjoy the 
 pleasure and satisfaction of a fine spring business, we 
 must now, to-day, get under way toward bringing about 
 this condition of affairs. While each store has a certain 
 run of trade, which naturally comes to it for all ordinary 
 purchases, it is possible, by having worthy window dis- 
 plays, to attract to our store a generous portion of this 
 trade for articles moderate in price. 
 
io6 
 
 EVANS'S ESSAYS 
 
 GHAiPTER XXVI 
 
 JUNE WEDDINGS AND GRADUATIONS. 
 
 A Great Opportunity for the Hustling Retailer to Sell Suit- 
 able Presents for the Various Parties Concerned — Some 
 Valuable Hints to Jewelry Store Keepers for Getting 
 Business. 
 
 WHAT is so rare as a day in June!" The writer 
 thereof was probably thinking of the beautiful 
 days of June, when we stand on the threshold 
 
 of summer, and when everything in the vegetable king- 
 dom, the fruit and shade trees, and the grass, are all in 
 the height of their beauty and development. The jew- 
 eler, like all others, appreciates the beautiful days of 
 June; but, aside from the weather, he is interested in 
 June for other more forcible reasons. From time im- 
 memorial, June has been considered the month of roses 
 and of weddings. Roses bring delight to the thou- 
 sands and millions of our 'people. The wedding of 
 a relative or friend makes necessary the purchase 
 of various tokens of esteem and friendship for the 
 bride, and she in turn remembers her maid of hcmor and 
 bridesmaids with little tokens; whilst the groom must 
 present his bride, his best man, and his ushers, with suit- 
 able souvenirs of the joyous occasion. While many 
 relatives and intimate friends (knowing the resources 
 and needs of the young couple) may make presents of 
 furniture and the like, the majority of guests invited to 
 a wedding naturally turn to the jeweler for the present 
 which they will buy, while the personal gifts to bride, 
 bridesmaid, and ushers must come from the jeweler's. 
 
 Now, then, Mr. Jeweler, what are you going to do 
 about it? Are you going to sell these presents, or are 
 you going to sit idly by, in contemplation of the beauties 
 of nature, while someone else does the business? But, 
 
 EVANS'S ESSAYS. 107 
 
 you will argue that you do not know who is going to be 
 married, or, if you did, you would not know who would 
 be invited to the weddings. True, you do not, but there 
 is a way to go about this matter, and that is by general 
 advertising. You know from past experience that there 
 are about so many weddings each Jtme, and, by keeping 
 your advertising space filled with announcements in- 
 forming the public of your ability to cater to their wants 
 in the line of wedding gifts, and if your show window 
 and salesmen make special efforts along that line, great 
 good may be accomplished. 
 
 What is worth having is worth arcing for. If you 
 want the trade on wedding gifts, let the people know of 
 your desires, and your abiHty prc^rly to serve them. It 
 is a good idea to begin your advertising and your show 
 window displaying of wedding gifts at an early date. 
 Hundreds of people know now that they are to be in- 
 vited to a wedding, or perhaps to several of them. All 
 of them are naturally on the lockout for a suitable pres- 
 ent Place in your show window the handsomest goods 
 you have which are suitaUe for such gifts. Plainly 
 marked prices should be on a few of the articles, to give 
 an idea of how the prices run. 
 
 To assist the salesmen, and also the customers, lists 
 should be made of suitable presents. There is nothing 
 like being prepared with suggestions. If we could only 
 realize the power there is in suggestion. You are in 
 business to sell goods, and it is you who should exercise 
 your ingenuity and thinking powers to have at hand a 
 number of articles to offer which will be suitat)le. Do 
 not leave die custcxner to ask for everything which he 
 or she may wish to look at. Wake up to your own in- 
 terest. Be ready with an elegant dish, or whatever it 
 may be, and be prepared to enthuoe a little as to its 
 merits or desirability as a wedding gift. By cultivating 
 this habit, you will be able to assist people who are al- 
 ways looking for something odd or out of the ordinary. 
 Some people wish to give things which no one else will. 
 
EVANS'S ESSAYS 
 
 It is decidedly to your interest to sell these odd articles 
 rather than sell a set of teaspoons or a butter knife or 
 sugar shell to every caller. You will save yourself 
 many exchanges if you do this. 
 
 At this season of the year let's hustle. It is a good 
 deal easier to row with the current than against it. The 
 current is with us, and we should work the harder now. 
 When peof^ are baying extra efforts should be made to 
 talk convincingly and earnestly, because someone is go- 
 ing to sell them a wedding present. The jeweler who 
 is ready with suggeadons, becomes to the looker for a 
 suitable gift, a friend in need, and, if treated right, he is 
 coming bade again -and again. Some peofde buy the 
 same present ^icfa time, rather than bodier too nmch. 
 This is all right, but get them started buying m your 
 stow. 
 
 To the person of a truly economical turn of mind, the 
 jewelry store naturally suggests itself, for there can be 
 obtained, at a cost of a couple of dollars, or as high as 
 circumstances demand or permit, a present which can be 
 enjoyed by the recipient during the years of her lifetime, 
 and, when she is through with it, to be handed down as 
 an heirloom to the succeeding generations. Each buyer 
 of a gift who is a willing and a cheerful giver, wishes 
 his or her gift to be one which is useful, ornamental, 
 and lasting; useful, to an extent that will demand its 
 frequent handling; ornamental, in that dehght and pleas- 
 ure will attend its receipt ; and lasting, so that its owner- 
 ship may extend through the many years. 
 
 It seems unnecessary to enumerate suitable gifts for 
 such occasions. Each storekeeper in fifteen minutes 
 can make a fairly complete list of appropriate articles for 
 such occasions. A Mst of this kind, printed in the news- 
 pi4)ers, or on a large card in the window, will assist 
 many in arriving at a conclusion to come in and look. 
 People are often at their wits end to know what to buy, 
 and a jeweler is performing an act of kindness when he 
 
 EVANS'S ESSAYS 
 
 109 
 
 offers practical suggestions, and he is the first to d^irivc 
 benefit from his ''bread cast upon the waters." 
 
 A n( A^spaper ad. at this season of the year should go 
 directly to the point. A heading, 'That Wedding Gift. 
 Let us help you out," to be followed with sensible advice 
 or list A practicable gifts, will generally bring satisfac- 
 tory results. The gifts for bridesmaids and ushers 
 should also be advertised. Your store, although the 
 first in your own mind, may not be in others. You 
 should strive to make it so if possible. 
 
 The desire to acquire money and the many things it 
 will purchase, is inherent with ail ; not so the willingness 
 to <eam it Let us be of that number who, being desir- 
 ous of success, are willing to earn it. People generally 
 appreciate most y/hat costs them most. As the wedding 
 season and its accompanying gifts is the most inqwrtant 
 field at present for us to work, let us endeavor to sell 
 wedding gifts. 
 
 Then, too, in June, a new bunch of sweet girl gradu- 
 ates, and young men, too, will step forth upon their sev- 
 eral platforms to receive their diplomas, as the reward 
 for their years of efforts. Whether these indicate the 
 completion of a university, academy, or district school 
 course, to the one who receives the sheepskin, and to 
 their relatives and friends, it is an event in their lifetime, 
 and as such in the past few years it has come to be con- 
 sidered fitting of some kind of notice, which to the rela- 
 tives and friends means coming up to the scratch with a 
 gift of some kind. The jeweler should feel called upon 
 to display his utmost efforts in endeavoring to turn the 
 traffic for these goods toward his store. Anything in 
 your stock is acceptable, although moderate priced arti- 
 cles will prove the most popular with the majority of 
 people. 
 
 When we consider that June is the wedding month, 
 and so, as a natural result, the wedding anniversary 
 month, and as it is the graduation month, it seems to me 
 that outiide of Deoember, it offers greater results, for an 
 
EVANS'S ESSAYS. 
 
 equal expenditure of effort, than any other month of the 
 year. 
 
 Your show window should be productive of great 
 good during the month. Change the goods often, but 
 keep a general line of articles therein. This is not the 
 time of year to run in specialty windows, i. c, windows 
 in which nothing but watches will oe found, or nothing 
 but chains. Such displays should be made at other sea- 
 sons of the year. Selections from your different depart- 
 ments should be placed in your window. Have every- 
 thing appear new ; act pleased when customers ask to be 
 shown articles from your wndow, even if it is a difficult 
 matter to get them out. Be pleasant and tactful, cour- 
 teous and confident. All these qualifications are n«»8- 
 sary to make a success of salesmanship. Sometimes the 
 right word spoken helps the customer over the line of 
 indecision to the point of buying. 
 
 EVANS'S ESSAYS. 
 
 Ill 
 
 CHAPTER XXVII. 
 
 J£W£LRY BUSINESS IN SUMM£R TIMB. 
 
 Consideration Ftom the Retaaers' Standpoint— Keep Your 
 Storei JiMt at Attractive as in Winter—Push the Sale- 
 •Mctemmer Articles to the Fhmt— Exceptional Oppor- 
 tnnities Made by Poretfioiiglit and "Hustling. 
 
 IN the cold winter days, when the thermometer is 
 hugging the zero mark, we all sigh for the "good 
 old summer time," about which we have all sung. 
 But when Ac summer days arrive, we are overtaken by 
 ttiat tu^d or languid feeling, and we become lax in our 
 business methods, and allow our btisiness to drift along, 
 furnishing its own current Because of this fact, we 
 find jewelers generally setting aside July and August as 
 the dull months, and making no effort to change tfie con- 
 ditions. Except for one's own personal feelings, how- 
 ever, there is no reason why business should be so much 
 slower during those two months than during the other 
 months of the year. True, people are taking their an- 
 nual vacations, which takes them from the city, and also 
 takes money in large quantities, of which the jeweler 
 might otherwise get a share. 
 
 But that is no reason why we should pass into a coma- 
 tose condition on this account, from which we awake in 
 the fall, and make lightning-like efforts to regain lost 
 ground. It makes no difference what the natural con- 
 ditions are, they can be changed by a little exertion. 
 
 People who are going away for visits need the services 
 of the jeweler in one way or another. Their watches 
 perhaps, need overhauling and putting in proper order 
 before leaving the city. Or, perhaps, their diamonds 
 need resetting; also their other jewelry need repah-s of 
 different sorts. Then, again, the offer can be made to 
 make such repairs as may be necessary, and also to keep 
 
EVANSES ESSAYS. 
 
 the articles in your safe ready for them upon their return 
 from their outings, if not needed on the vacation trip. 
 These suggestions made through your newspaper adver- 
 tismg, will appeal to many, some of whom have never 
 traded with you before. 
 
 The summer time is the natural time to boom the re- 
 pairing end of our business; why? because we can af- 
 ford to use our advertising space and our window space, 
 to push this branch of our business, which would seem a 
 waste of valuable space at the busier seasons of the year. 
 
 Advertisements soliciting repairing should be written 
 clearly and concisely ; convincing in statement, and sim- 
 ple in language. All technical terms should be omitted ; 
 readers, however, should be made to appreciate that you 
 arc perfectly familiar with the repairing department of 
 your business. 
 
 Then agam your window can be used for advertising 
 yowr repairing dqwurtment at this season of the year, 
 when the same use of it at other seasons would be a 
 waste of valuable space. Without its repair departments 
 many a store could not exist. The prefer development 
 of the repairing departments means a considerable 
 growth in the sdling end of the business. Therefore, 
 let us have a "repairing department window;" or more 
 than one if possible. 
 
 Arrange material of different kinds in groups through 
 the window. Quite an interesting group can be made 
 of jewelry findings, such as bars, swivels, toggles, but- 
 ton backs, pendant bows, and so on. Watch material, 
 such as mainsprings, crowns and stems, and similar ma- 
 terial will interest many to stop and look in your win- 
 dow. The more repairing you do, the more people you 
 meet; and the more possible chances are yours for niak- 
 ing a sale either then or later. 
 
 The summer months have always been good months 
 for the repairing end of the business ; this illustrates the 
 fact that there are a great many people left in town, not- 
 withstanding the many who are enjoying their vacations. 
 
 EVANS'S ESSAYS. 113 
 
 Vacations make necessary the purchase of many little 
 accessories, and, while most of these are not from the 
 realms of the jeweler, still there are many little things 
 which may be bought from us, if we but remind our 
 friends and customers of the many little articles of vari- 
 ous kinds which we have for sale, which would make 
 their outing more enjoyable if they possessed them. 
 Take, for instance, field-glasses. How often we hear 
 people speaking with r^et (while viewing swne more 
 fortunate personage looking through his field-glasses from 
 a mountain height, or other vantage point,), and wishing 
 that among their other purchases they had included field 
 glasses. This same man will take a vacation another 
 year and pcriiaps wiU again leave without his field- 
 glasses unless you remind him through your window, 
 and your advertisements, of the satisfaction and delight 
 which follow the purchase of a first-dass article of this 
 kind. 
 
 That is, however, but the beginning of the story. 
 Your stock will furnish you many a suggestion of the 
 kmd of goods to bring forward to stimulate sales. Many 
 articles of your stock are distinctly sumnjer goods ; such 
 as belt buddes, sash pins, waist sets, fobs, for both men 
 and women ; and, besides these, there are stick pins, cuff 
 buttons, brooches, silver artides and fountain pens. All 
 these will find ready sale if kept wdl at the front. 
 
 Stick pms and cuff buttons of moderate price will meet 
 with the approval of all the young men and women who 
 go on vacation trips. 
 
 1 Sood iountain pen advertisement will often stimu- 
 late the sale of many of these commodities, to the man 
 or woman who is going away for the summer, as well 
 as to those who will ^nd the summer in town. Women 
 as well as men are becoming addicted to the fountain 
 pai habit, and you might as weU seU your share of them 
 10 my mind, the summer presents exceptional oppor- 
 hinities to the man who wiU hustle. If you allow your- 
 self to sleep through the warm weather, if you let your 
 
114 
 
 EVANS'S ESSAYS 
 
 windows become dirty and flyspecked, if you do not 
 change your display with your accustomed regularity 
 and allow the goods to become tarnished and cards to 
 become dusty, if you act as though you did not expect 
 to do business, then, indeed, will you find the summer 
 months to be dull ones. On the other hand, if you keep 
 things going by working a little harder, and taking your 
 vacation outside of the store and not in it, and keep 
 everything clean and fresh looking, then you haV'C my 
 word for it you'll not find the summer dull. 
 
 By hustling you'll keep yourself in trim for the fall; 
 and, besides, you will have no time to think about slow 
 business. Everything comes to him who hustles. So, 
 **kt us all be be up -md doing." 
 
 EVANS'S ESSAYS. 
 
 CHAPTER XXVIII. 
 
 THE VACATION SEASON. 
 Jtwelers Cannot Afford to Not Participate in it— It is Bet- 
 ter for Business and Necessary to Your Health—TliM 
 •re Various Ways— So Take One. 
 
 €€ \^ ai)oard for the lakes and mountains!" If 
 xV. ^« the advertising pages of any of the 
 current numbers of the magazines we will 
 find that according to the railroad advertising, the proper 
 ttimg to do at this season of the year is to take a vaca- 
 ma. in the last ten years the vacation habit has devel- 
 oped to a great extent Previous to that time there were 
 but few people who took, each year, a vacation from 
 their work. Mmisters and others in similar pursuits 
 seemed to feel the need of relaxation and change, but the 
 storekeeper, hardest woriced of all men, did not see his 
 way clear to give himself the mudi needed vacatkm. To- 
 day all this has been changed; so that he who denies 
 mmself of at least a few days' absence from bu^ness is in 
 the minonty decidedly. Men have come to a realization 
 of the fact that the clear head and refreshed body can ac- 
 ccmphsh much more than the tired body and head, whfch 
 has to constantly drive itself to keep agoing. Unless 
 some definite plans are formukted, however,lhe summer 
 may sUp away before you arrive at the starting point 
 
 Many put off such matters tiU they can get away better. 
 Iheir busmess has been so rushing that tfiey do not see 
 how they can be spared. If such has been their good 
 fortune they need and shouM take a vacation. Many 
 others, perhaps, have undergone a sknv season, and thev 
 oftentimes do not feel that they can stand die necessarv 
 expense to take a vacation. Nevertheless, tiie latter men- 
 tioned should take one. Your powers of salesmanship 
 apparently diminished, will be reinforced by your outine! 
 Whether busmess has been good or bftd, you need a nS, 
 
ii6 EVANS'S ESSAYS. 
 
 and need to get away from your store. Even machinery 
 needs rest, and the human machine more than all. Let 
 us take a glance around us, and we will notice that when 
 a man is forced to be absent from his business because 
 of sickness, that his business will proceed as before. Or, 
 perhaps, a doctor prescribes a trip involving expense and 
 absence from business, and, because one is thoroughly 
 scared, thinking of possible results, he concedes the doc- 
 tor's advice to be sound and acquiesces. Then why 
 should we wait to take a vacation until we are in such 
 shape that we cannot enjoy it? Why not form the habit 
 of taking a week or two each summer, as the years come 
 and go, to enjoy a much needed rest? 
 
 If we will notice how other businesses figure so that 
 each has a suitable vacation each year, it will impress us 
 more and more with the idea that there is good sense in 
 so doing. A man will not allow his help to all have a 
 week or two off each year, at his expense, unless he knows 
 that, because of the reinforcement to the physical system, 
 they are better enabled to carry out the work which he 
 employs them to do. We find filling positions in banks, 
 college boys home on vacations, who are given these posi- 
 tions during the vacation season for the purpose of filling 
 the places of those absent. A jeweler need not hire in 
 any additional help for the purpose, however. But, by 
 taking vacations one at a time, and of moderate length, 
 those remaining behind can keep up the woric, because 
 there is not such a rush at this season of the year. 
 
 Surely a jeweler needs a vacation if any man does. He 
 works from early morning till late in the evening, many 
 working every night in &c week till nine o'dodc. He 
 goes from home to the store and from the store to his 
 home. He gradually grows narrow and **rutty." He 
 needs to get away from himself. He should get out and 
 see the world ; get away from the idea that the little side 
 street store whidi he conducts is the centre of the uni- 
 verse. He should get out into the open and get acquaint- 
 ed with the hcauties and glories of nature, and come to a 
 realizing sense of the fact that he is a man, widi all the 
 
 EVANS'S ESSAYS. 
 
 powers of a man, and that his little store can be run with- 
 out him for a week. He can then come back renewed in 
 strength, and quickly regain any lost ground because of 
 his absence. 
 
 One week will never ruin your business, particularly 
 when you have trustworthy clerks to leave in charge. A 
 vacation rests one, but it also does more than that. It 
 naturally fills one with new ideas and new thoughts. 
 Away from your store you look at things diflferently and 
 can formulate plans for fall and winter work. Then 
 again, while away you meet people of intelligence, and 
 subjects of different kinds will l>e informally discussed, 
 and unconsciously you absorb wisdom, the benefits of 
 which will hecome later appopent 
 
 Of course, the best kind of rest is a complete change. 
 Therefore we find country people hastening to the city 
 to spend a little time, and more money, and, while doubt- 
 less returning home wearied, they are neverdieless re- 
 freshed from their outing. But die city man wants to 
 get out of town, and he either arranges a visit to ^ends 
 or relatives in suburban districts, or catdies the train or' 
 boat for a lake or mountain resort. Many combine busi- 
 ness witfi pleasure, those journeying to the great buying 
 centres, and, finding out what is new, buy goods for the 
 fell. They usually vary these proceedings by an occa- 
 sional side trip to resorts of pleasure, whidi are generally 
 near at hand. Or, perh^, the vacation may be taken in 
 two sections, the first for business, and a few days f(klow- 
 ing devoted entirely to resting and forgetting. 
 
 After it is all over, with what delight we start for home! 
 After all, we are happy that we have to w<Mk for a living 
 and can enjoy the excitement of business life. We return 
 from vacations with renewed enthusiasm and face the 
 little discouragements and the trifling complaints which 
 often vex us, without dismay. Work is a (Measure. We 
 find that there is a homelike feeling about our store and 
 that, as compared with others, it is a pretty fair place, 
 after all. Perhaps some changes may have suggested 
 themselves from seeing how others do things, or have 
 
ii8 
 
 EVANS'S ESSAYS. 
 
 things arranged. In any case, our time has been well 
 spent. Therefore, let's resolve that we will have a vaca- 
 tion and enjoy it to its full. People respect you more and 
 you will find it will be a good advertisement for you to 
 be away a week. Many opticians and others of that class 
 take a vacation, even when they have to lock up to do it. 
 So, Mr. Jeweler, it's up to you, and you know your duty. 
 So before the traveling man gets after you, with talk 
 about holiday goods, get away and fill your lungs with 
 ozone, and you will be better fitted to face the duties of 
 the coming seasons. 
 
 EVANS'S ESSAYS. 119 
 
 CHAPTER XXIX. 
 
 FALL "OPENING DAYS." 
 
 Drew up for the Occasion — Advertise the Event ProperljF — 
 Get the People to Come In — Particularly the Ladies- 
 Then is the Oportmiity for Yon to Do the Rest. 
 
 IN the early fall why not have an opening day? 
 While the millinery stores are the leaders in this 
 method of advertising, the department and cloth- 
 ing stores have fallen in line evidencing their belief that 
 the opening day is a good means to employ to advertise 
 their stores. 
 
 The reasons for holding such an event are familiar to 
 all, although the benefits are perhaps not so plainly to be 
 seen. That there are such, none will gainsay, howevef.'' 
 The jewelry trade has always been very conservative, 
 to say the least, regarding even the tried and true meth- 
 ods of advertising. As, witness the few jewelers who 
 advertise at any time of the year except during the 
 Christmas holidays. It is true that none of us have any 
 money to waste, but if we are willing to lay in the stock 
 which we do during the fall, on the expectation of sell- 
 ing it for holiday gifts, we should appropriate a gener- 
 ous amount to spend in letting the public know about 
 that fact. 
 
 But whether or not we use newspaper space regularly, 
 or whether or not we issue booklets, catalogues, etc., 
 there is a method which will repay us well for the labor 
 and time expended. The idea in mind is the adopting of 
 the opening day as a regular adjunct of our fall business. 
 Whatever stock we carry during the rest of the year, we 
 always increase the same materially during the fall in 
 anticipation of the demand which will be forthcoming. 
 These goods are generally in stock for several wedcs at 
 least before tlie demand for tiiotn begins, or even the 
 
120 
 
 EVANS!S ESSAYS 
 
 lockers get out. Why, then, will it not pay the jeweler 
 to set aside one or two days in which he will conduct a 
 jewelry show? Days when people will feel free to come 
 in and lode to their heart's content, stay as long as diey 
 wish, and leave at their own convenience. Under such 
 conditions people will visit your store who have never 
 done so before, and who would not under ordinary con- 
 ditions venture in. Every one have stores where 
 they are in the habit of trading, and will not bother an- 
 other tradesman unless they have some notion of buying. 
 Such peqple, however, accept gladly an invitation ex- 
 tended to call on an <q)ening day, as people have generally 
 come to know what these occasions mean, and they 
 realize that no obligation exists for them to spend a cent 
 at such a time. Jewelers should remember Uiat looking 
 comes before buying, and should therefore be glad to 
 have people come and look, because that is the fii^ step 
 toward buying. The more lookers you have, the more 
 buyers you will have. Having demonstrated the value 
 of "opening days," let us consider the way to go at it to 
 make such an affair a success. 
 
 First of all, we must dean up our store. Our store 
 must be put in " spic and span" shape. If the outside 
 needs painting, have it done. See that your walls and 
 cdlings are in good cooditicm. Apply paint and elbow 
 grease wherever necessary. After we have put the store 
 itself into good shape, we must go over our show cases 
 and see that the glass is thoroug^y cleaned inside and 
 out. Then we must go over our stock. Everything 
 which is not new should be looked over and cleaned if 
 necessary, then retagged or recarded ; boxed goods should 
 be dusted and arranged; old boxes changed for new, 
 and so on. While th^ tmdertakings are under way 
 the preliminary arrangements should be gone through 
 with. A well-worded letter explaining your intention to 
 hereafter conduct opening days, at which time you intend 
 to show the latest designs in watches, rings, jewelry, 
 silver novelties, etc., and when it will be a pleasure to you 
 to have the public in general, and the ones addressed in 
 
 EVANS'S ESSAYS, 121 
 
 particular, visit yoar store, in^)ect the latest creations 
 in die jewelry world, price goods, ask questions, and feel 
 that they are perfectly at home; when no effort will be 
 made to effect sales, but only to make customers feel 
 that they have an interest in that particular jewelry store, 
 and that you wish them to be informed of your prepara- 
 tions for the fall trade. 
 
 The store's windows should be trimmed extra fine, 
 because of the event. A few palms or potted fhnts, set 
 in appropriate places in the window and through the 
 store will help to give the store a handsome and attract- 
 ive appearance. While it is a good idea to use flowers, 
 we should remember that we are showing jewelry, and 
 not have so many plants around that it will present the 
 appearance of being a flower show. 
 
 In many stores souvenirs are given away on such occa- 
 sions. If it is desired to give away something in diis 
 nature, flowers make an acceptable gift, cost bat little, 
 and create a favorable impression. 
 
 Allow people to look around for themselves, but have 
 your clerks at lumd ready to show them goods if they 
 wish. Do not attempt to do any repair work during 
 the opening days. Although you will not try to sell 
 goods, there will be some people present who are pre- 
 pared to buy if they see things to their liking. A sign 
 should be displayed to the effect that goods selected will 
 be laid aside, to be called for later. In this way you 
 may gain immediate results frcmi your expenditure of 
 time and money. Do not, however, feel dissatisfied if 
 there is no immediate result forthcoming. Be patient 
 Your advertising, though effective, does not sell your 
 goods. It merely brings the people to your store. That 
 is all you can ask of an "ad." Your opportunity and 
 work commences right there. So, too, with an opening 
 day. If you can bring people into your store to look, 
 it is your business to so impress them with your store and 
 stock that later, when the buying season arrives, your 
 store will be the one which they will head for when they 
 start out to do their trading. 
 
122 EVANS'S ESSAYS. 
 
 CHAPTER XXIX. 
 
 HANDLINO THE HOLIDAY RUSH. 
 
 The Retail Jeweler Should Begin in November to Stir up 
 His Customers and Induce Them to Purchaie Theur 
 Christmas Presents Early. 
 
 ABOUT the first day of July, and often earlier, the 
 retailer begins to have impressed upon him the 
 fact that "Christmas is coming," and that he 
 
 must prepare for it by buying in a suitable amount of 
 stock, so that he will be able to fill his customer's require- 
 ments. All this is certainly very proper and commend- 
 able, but why does not the retailer adopt some of the 
 wholesaler's methods for obtaining business. True, he 
 cannot very well make a personal call upon his custom- 
 ers and solicit orders, but he can certainly stimulate trade 
 and do business earlier than usual. 
 
 The jobber shows his good sense in selling holiday 
 goods in the early fall, Lhus making sure of doing the 
 business. What does the jeweler do after making his 
 purchases? He marks them and puts them in stock, and 
 waits patiently until the month of December arrives be- 
 fore he expects to sell them. When the holiday rush 
 starts he is busy, and so are all the other stores of diflFer- 
 ent kinds. He can only handle so many customers, and 
 is satisfied if he has a fair trade. Why is it necessary to 
 wait until the last two weeks to sell Christmas goods? 
 Begin speaking about it early to customers and through 
 our advertising. People generally put off thoughts of 
 Christmas until after Thanksgiving, believing that that 
 is plenty early to begin shopping. Why not make the 
 effort to turn these shoppers, when they come, in*o cus- 
 tomers before they go? People who carry money with 
 them often buy when they are not really thinlf mg q£ do- 
 
 EVANS'S ESSAYS. 123 
 
 ing so, if they happen to see something nice and attract- 
 ive at a reasonable price and the clerk exerts himself to 
 satisfy them. We should talk up the fact that a better 
 selection can be had now than later; that engraving on 
 articles can be better done now than later; that watches 
 selected can be run and regulated, thus giving better sat- 
 isfaction when taken ; that goods, especially silver goods, 
 which it is desired to match, must be ordered early, so 
 that no disappointment will ensue, and so on. There is 
 no reason under the sun why all the retail jewelry busi- 
 ness should be crowded into the ten days just previous to 
 Christmas day. 
 
 Some customers must necessarily wait until late on 
 account of lack of funds, many people taking their last 
 two weeks* pay to buy Christmas presents. Most of a 
 jeweler's customers are more provident than that, how- 
 ever, and can buy an article one week just as well as the 
 next. It is next to impossible to add on any considerable 
 amount to the gross receipts of the last few days before 
 Christmas, but it is possible to add on hundreds of dol- 
 lars to the receipts of the first two weeks of December, 
 by a proper application of the various means we have at 
 hand for making sales. While not advocating the boring 
 of customers, the writer believes that wc are all of us 
 too apt to take "no" for an answer, too easily. Our 
 salesmanship is not shown by merely d<mig up a package 
 and taking the money from a customer who has asked 
 for certain kinds of goods, and, seeing just what he 
 wanted, has selected it and paid for it. Wc should be 
 argumentative, enthusiastic and forceful. 
 
 In handling the holiday rush, certain preliminary ar- 
 ra^pgements should be made, which will facilitate matters 
 as much as possible. We should have articles arranged 
 so that they are handy to show, and keep in order. The 
 boxes for articles should be placed where they can easily 
 be found. One writer in a trade journal advocates an 
 arrangement for boxes for odd shaped articles, which 
 struck me as a very good one. Of course all jewelers 
 
124 EVANS'S ESSAYS 
 
 have their regular boxes for rings, napkm rings, thim- 
 bles, cups, and so on, but there are articles of odd shapes 
 which come in boxes from the factory, and the idea of 
 this writer was to have an arrangement on the shelves 
 numbered one, two, three and so on, and place a number 
 on the tag of the article accordingly, and place the box 
 in its proper place. Then, when the sale is made, in- 
 stead of grabbing the first box which comes handy, and 
 using up the larger boxes for the smaller articles and 
 having at the last a lot of articles without boxes, we take 
 the one intended for it. This saves time and trouble. 
 
 Opera glass cases should all be marked with the ligne 
 size and the name of the maker, as ii ligne Le Maire. 
 This will obviate the wasting of valuable time and the 
 giving out of wrong cases, and the embarassing fact of 
 being unable to fit a case to a glass after making the sale. 
 Different sizes of paper on rolls, and a number of balls 
 of twine scattered at convenient places through the store, 
 all go to make the handling of the holiday rush compara- 
 tively easy. Early buying is a great help to the jeweler 
 and he should encourage it to the best of his ability. The 
 matter of engraving and the giving of a case are but su- 
 perfluous accessories to a gift, but sentiment demands the 
 first and pride the last. Customers who wish to be sure 
 of both the engraving and a case, are often brought to 
 the point of making a decision to buy by the promise that 
 they will be guaranteed a first class job of engraving and 
 the case which they select. Although the engraving of 
 an article is seldom seen, and the case hardly ever used, 
 yet they play a part not the least important in influencing 
 sales. The jeweler should encourage the sentiment of 
 gift giving, and should assist in every way to develop it. 
 Our business is one consisting largely of luxuries, and 
 if only the absolute necessities we have to sell were 
 bought, we would fare poorly indeed. Within every one 
 is that inborn desire to purchase either for their own 
 adornment or of their loved ones, jewels of varying cost, 
 according to their circumstances. Encourage it. 
 
 EVANS'S ESSAYS. 
 
 125 
 
 CHAPTER XXXI. 
 
 THE SHOW WINDOW DURING D£C£MBER 
 
 How it Can Act m m Sttent Yet Effective Salenua— Direc- 
 tioos for Display lo as to Make it Have 9w Beet Poaai- 
 Ide Effect 
 
 WHILE our efforts should be. constant to have a 
 nice display of goods in our windows at all 
 seasons of the year, the Christmas time o£Fers 
 the most immediate returns from the expenditure of time, 
 money and effort While each store will have its win- 
 dows dressed somewhat similar, and yet entirely differ- 
 ent, the general arrangement and effects are the same. 
 The results depend more on the ability of the decorator. 
 Many a window decorator can arrange an elaborate dis- 
 ply of goods, which, while pleasing to the eye, will not 
 sell a dollar's worth of goods as the direct results of that 
 display. The show window during December, while 
 serving the same purposes that it does during the other 
 months in the year, acts also as a silent salesman of 
 goods. If descriptions of articles are written on cards 
 with the prices, unnecessary conversation is eliminated* 
 The supply houses furnish plain white cards on 
 which rings may be mounted, the card being so cut 
 that it forms an easel support for the ring. On a card 
 of this character, suppose you place a ring containing 
 rubies and pearls. There is plenty of room to annex the 
 words, "three geiuiine rubies, and two genume whole 
 pearls, price $10." Other rings similarly displayed, and 
 similarly described, answer the unasked questions of the 
 customer gazing through the window, and before he en- 
 ters your store, he perhaps has made his selection, or if 
 not has formed an idea of the way the prices run for the 
 different kinds of goods. Many people advocate the dis- 
 playing of goods without price cards, on the theory that 
 
126 
 
 EVANS'S ESSAYS. 
 
 cariosity aroused, the ciist<»iiers will come inside for par- 
 ticulars, thereby giving the jeweler qppcMtunity to press 
 his aiiguments, and perhaps complete the sale. Very 
 true, ^t how sdxmt the customer ytho is not acquainted, 
 and who feels that he is intruding on your time when he 
 enters to make inquiries only? There will be no argu- 
 ment with him, because he will loc^ until he sees what 
 he wants in a window wilh l^e price plainly marked. 
 
 During the early part of the mc«th, special window 
 for speaal people can be made with good results. Sug- 
 gestions to the young man of suitable gifts for the young 
 lady, and vice versa; presents for the wife, husband, 
 mother and tather; for the boy and girl and for the baby, 
 all can be shown in the window at ditferent times, it 
 will surprise you- how many articles you will find in your 
 stock which will make suitable presents for the various 
 individuals. Doubtless many of the articles will be re- 
 peated in the different windows. For the married wo- 
 man, a display of silverware, cut glass and clocks, to- 
 gether with some of the smaller articles of womanly dec- 
 oration, will offer suggestions to the husband which he 
 will appreciate, and he will, by purchasing, give you the 
 benefits of reciprocity. The young man will appreciate 
 the gift of a shaving or smoking set, a military set, a 
 cloth brush, and so on ; while for the young lady, mani- 
 cure sets, toilet sets, necklaces and lockets, brooches and 
 pendant, bracelets and so on, together with the regular 
 lines, afford abundant opportunity for a selection. For 
 the baby, children's knife, fork and spoon, a cup, a nap- 
 kin ring, a pin set, a neck chain and heart, a bracelet, a 
 rattle, and so on. For o^er ages and classes, articles 
 wiU suggest themselves as you glance over your stock. 
 The jeweler, although handling but a single line, and of- 
 ten f edmg that his line is decidedly limited, will find by 
 studying his stock that he has qmte a variety to select 
 from. . 
 
 Displays of aH of a single Une should be made to give 
 the public an idea of the extent and variety of your stock. 
 Your watch stock can be laid in the trays, or spread out 
 in designs through the window. The rii^ should also 
 
 EVANS'S ESSAYS. 
 
 127 
 
 be shown at one time, giving a complete idea of the num- 
 ber and styles from which to select. Put all your toilet 
 and manicure sets in the window on one day, and so on 
 through your stock. Window displays can bt made at 
 different prices. Thus taking everything you can find in 
 your stock which you can afford to «ell for a dollar, and, 
 after a careful arrangement of them in the window, place- 
 a card over them to the effect that $1 buys any single 
 article in the window." People will stand outside select- 
 ing presents, and very often a half-dozen articles will be 
 sold to one customer, with hardly a moment's conversa- 
 tion. A five dollar window display will be more appro- 
 priate, and the gifts at this price which the jeweler can 
 provide are almost innumerable. Then, too, window dis- 
 plays may be made of goods of various prices, yet all of 
 them below $10, and on such a display the fact that such 
 is the case, should be plainly stated. 
 
 Your window, while it takes considerable time and 
 thought to devise a pretty display, repays you fourfold 
 for aU the time it takes, by assisting you in handling your 
 trade. It should not be necessary for every inquirer to 
 enter your store, to learn how the prices run on differ- 
 ent lines of goods. Your window can do a great deal of 
 explaining relative to the qualities and prices, whidi will 
 save you the esqtenditure of valuable bieatii. A card 
 placed in the window informing the trade that goods se- 
 lected will be laid aside for future delivery, upon the 
 payment of a cash deposit as evidence of good f aidi, will 
 bring good results. 
 
 While it is necessary perhaps to show a variety of 
 goods in every display, much time can be saved by hav- 
 ing all of any one class of goods, wherever practicable, 
 in the window at the same time. This will save rushing 
 about the store in search of goods, passing by some, and 
 perhaps losing the sale, because we cannot find the arti- 
 cle which they have looked at before. Although this is not 
 the haymaking season, we must all "make hay while the 
 sun shines," and to do this we must hustle, and we should 
 devote a great part of that hustling to decorating the 
 window. 
 
EVANS'S ESSAYS 
 
 CHAPTER XXXII. 
 
 HELPING THE PURCHASER AT CHRlStlfAS. 
 
 How to Handle the Customer Who Wants to Buy a Suitable 
 Present, But Who is Entirely Devoid of Ideas — Keep 
 *'a LitUe List" Where it Can be £asUy Referred to. 
 
 ALL jewelers particularly, and storekeepers gener- 
 ally, are cognizant of the fact that however else 
 our customers may be divided, there are two 
 
 great classes into which all may be divided. The first 
 class consists of those who have in mind some definite 
 article about which they wish to inquire as to qualities 
 and prices, which they wish to see, and which they will 
 buy then or later if they are satisfied. The second class 
 is made up in large part of those who have a dozen 
 things in mind which tliey wish to look at and who have 
 no particular leaning towards any one of them. The 
 balance of this class are those who are devoid of the 
 slightest idea as to what they want, or how much they 
 want to pay. The first class is comparatively easy to 
 handle. They call for certain goods, and the dealer 
 shows them what they ask for, and naturally tries to sell 
 them w hat they want. With such customers it is gener- 
 ally but the work of a few minutes either to sell them or 
 bid them good morning. They know what they want, 
 and if you have it not, or the price does not suit, they can 
 tell you so, and either you find for them what they want, 
 or inform them that you are sorry, but you have not 
 what they wish in stodc. Which ever way it turns out, 
 such customers are not hard to handle. 
 
 It is the second class which takes the jeweler's time 
 or that of his clerks, which is just the same. One such 
 customer at holiday time can take one clerk's time while 
 his fellow clerk next to him had waited on a dozen. It 
 is not necessarily the man who handles a customer the 
 
 EVANS'S ESSAYS. 
 
 quidcest who enters ^ largest sales. Indeed, it is 
 oftener tlie odier way. The deik who does not care, or 
 has not his employer's interests at heart, by showing to 
 the customer his disinterestedness, may succeed in get- 
 tii^ rid of him, but that is not the idea. We should 
 strive to so serve each customer that whether or not we 
 make a sale we have made a friendly feeling for the store 
 whidi win result in future calls and doubtless future sales. 
 When a customer enters with some definite article in 
 mind and whidi we have in stock, it is simplicity itself 
 to know how to wait on the customer. With a good se- 
 lection of the required goods, it is merely a question of 
 satisfying the customer with a suitable style at the right 
 price. But if the same person calls for something of 
 whidi we do not keep a stock, is it good business to in- 
 form the customer bluntly of the fact, and at the same 
 time ask him to call acfain when he is in need of some- 
 thing in our line? Why not ask the customer if (as is 
 generally the case at holiday time) it is a question of 
 giving a present, and if thev repiv affirmativelv, be ready 
 with suggestions of other suitable gifts for the lady or 
 
 been definitely or finally decided upon. Perhaps that 
 article was the only one of which he or she could think 
 of for the person. Perhaps there are dozens of other 
 articles, all contained within the four walls of the jew- 
 eler's store, which would each make acceptable gifts for 
 the person in question, and which would satisfy the de- 
 mands of the customer both as to desigfn and price. This, 
 then, is the clerk's opportunity and his duty to his em- 
 plover to be ready with suggestions. 
 
 Study your stock. Become familiar with its contents. 
 If possible, know every watch case, ring, and cuflF button 
 personally, have the designs even burnt in your mind, so 
 that you will not be compelled to stare blankly at a cus- 
 tomer when an inquiry is made about some particular 
 design of artide which has perhaps been shown in yotu* 
 own window. 
 
130 EVANS'S ESSAYS 
 
 There are lots of ways by which we can facilitate the 
 handling of customers, and one of them is the malcing of 
 alphabetical lists of appropriate articles for gifts for dif- 
 ferent classes of people. Thus go through your stock 
 and notice what you have that will make a lady a Christ- 
 mas gift, jotting it down as you go, and when you have 
 completed your list notice how many articles there are 
 contained in it which you have never before suggested to 
 anyone as being suitable for a lady's gift. Then make a 
 list of presents for the gentlemen, and then one for the 
 household and one for the little folks. Then you will 
 be prepared. Study the list so that it will not be neces- 
 sary to refer to it every time a caller enters the store, 
 but have it handy to refer to if necessary. There are 
 some articles in a jeweler's store which he seems to hang 
 on to, and which he describes to the traveling man as 
 "stickers.'* They are such because of the fault of the 
 jeweler. They are not staples to the same degree that 
 watches, chains, rings, cuff buttons, scarf pins, and so on, 
 are. Perhaps they more properly belong to the novelty 
 department. They are articles which are perhaps seldom 
 called for, but for which a ready sale can be found if 
 they are suggested to a customer. 
 
 So many people are possessed of very nearly everything 
 in the jeweler's regular line that a clerk suggesting arti- 
 cles without a complete list is "floored" completely after 
 suggesting a half-dozen articles by the remark, "She has 
 cme." With a list, he is not through until he has gone 
 through fifty or more articles and shown something. 
 With sndi a fist at hand, a customer is given tiie opinion 
 that your store carries about everytiiing to be found in a 
 jewelry store, and that if it can be found anywhere you 
 have it. People with nothing particular in mind will find 
 suggested there an artide which win do for what they 
 want. Many presents are given with the idea of giving 
 something and nothing else. The recipient may Have no 
 particular need of the article, bat that matters not to the 
 giver. The ability to suggest novelties of different kinds 
 will be found to be worth money during the lioliday rush. 
 
 EVANS'S ESSAYS. 
 
 when if "time is money" at any particular season, it is 
 then. Endeavor to handle your customers, not hurriedly, 
 but expeditiously. Treat each one as though you were 
 willing to spend an indefinite time with them, but have all 
 possible ways and means devised to handle tiiem in the 
 least possible time. Each jeweler knows his own busi- 
 ness best, and can devise many ways and means to feudli- 
 tate the handling of trade. 
 
 Every one likes to see a jewder or other business man 
 in love with his work and enthusiastic over his business. 
 Naturally, such men, who are optimistic in their views, 
 and, while expecting to see good business, yet are willkig 
 to work for it, see greater results than the man of pes- 
 simistic views, who, looking on the datk side of things 
 generally, is satisfied to sit down, and, while assuring 
 his friends that business is no good, does nothing by 
 working or talking to change the conditions of tilings. 
 
 Business can never be measured by a day, week or 
 month. Local conditions may change general prosperity 
 mto general depression, and vice versa. No matter what 
 the conditions of your city, as to how things aie running, 
 whether full time or not, the Christmas presents must 
 be bought. So, as Christmas comes but once a year, 
 we should have our store reflect the true Christmas 
 spirit, and on the day before Christmas wish each cus- 
 tomer a hearty "Merry Christmas" and have them leave 
 in a happy mood— happy that their Christmas presents 
 are bought, and happy that they came from Blank's store. 
 
 Do not try to slight your relatives and friends at 
 Christmas time. You cannot afford to let the gift-giving 
 spirit die out. Keep it up, as you are the gainer thereby. 
 Although many things would be bought by people them- 
 selves, were the custom of Christmas gift-giving obsolete 
 expensive articles would be practically dead stock People 
 mvanably buy better things to give away than for their 
 own use. 
 
152 
 
 EVANS'S ESSAYS. 
 
 CHAPTER XXmil. 
 
 PREVENTING THEFTS AT CHRISTMAS TIME. 
 
 Some TrkkB of tiie lii^t-Fiiittrad Qontrj Whkli tlie Retail 
 Jewder is op Against and How Best to Prevent Their 
 Success— Various If ettiods to Keep Peof^ Honest 
 
 THE holiday gift buying season offers the greatest 
 opportunities for people of dishonest inclinations 
 to practice their cleverly planned tricks on the 
 unsuspecting cleiic, who is busy showing goods and de- 
 scrHnng their many good qualities, and the reasonable- 
 ness of the prices. It is an old saying tiiat two heads are 
 better than one, and when two or more dishonest per- 
 scMis, with a definite object in view, enter a store and 
 eng^e the attention of a clerk, who is entirely dis- 
 armed of suspicion by their looks and manner, it 
 is ten chances to one that the thief or thieves will be 
 successful. But the clerks, who may be at the time dis- 
 engaged, owe a duty to themselves, their employer, and 
 their fellows, to watch, and notice substitution of rings, 
 and other small tricks, and be at hand to get goods for 
 which there may be a call, and which would necessitate a 
 trip to another part of the store, on the part of the clerk 
 who is waiting oa the customers. True, most tricks are 
 WQiked when all are engaged, but we have all seen a half- 
 dozen clerks talking in the rear of a store, while one is 
 handling trade in the front. At holiday time we must 
 keep our eyes open more than at any other season of the 
 year, because the stock changes so rapidly that it is com- 
 paratively hard to keep track of it, and to remember when 
 noticing that a particular style ring or brooch is missing, 
 whether it has been sold or stolen. 
 
 The spaces in all the ring trays, watch trays, locket and 
 diann trays, should always be filled, either with articles. 
 
 EVANS'S ESSAYS 
 
 133 
 
 or if after a heavy sale there must necessarily be empty 
 spaces, have some dummies to fill in all the spaces, or in- 
 dicate where the vacancies should begin. 
 
 Our scarf pins can be arranged so that they will keep 
 in order better, and with less likelihood of theft, by hav- 
 ing the pin part of each scarf pin go through and down 
 the back of the card, which will allow for a strip of card- 
 board being run through the whole line, making them 
 one continuous card. 
 
 Another method often practiced is for a caller to pick 
 the rings out of the trays and lay them down one at a 
 time in front of the trays, and, after about a dozen or so 
 are there, say that there is nothing to-day, and walk out, 
 and, as the spaces from which the rings were taken, are 
 scattered throughout the trays, it takes the clerk perhaps 
 two CM* three minutes to place them back where they be- 
 long, and then, or later, he will find that one of the rings, 
 or perhaps two were not put back. 
 
 Then young girls have practiced this trick lately. She 
 will lay out on the case, as in the preceding paragraph, 
 perhaps fifteen or twenty rings, and then will apparently 
 select one for later purchase, and at the same time ask 
 the jeweler if he will lay that one aside for her if she pays 
 him a quarter. Naturally, he will do so, and, taking the 
 ring which she selects and her money, will make a note 
 of it on an envelope, together with her name, which will 
 be fictitious. Then she will leave, and take with her one 
 or more rings. This trick, may seem very slow, and one 
 at which you would not be caught, but it has been suc- 
 cessfully worked recently in Utica. The possibilities 
 of working this trick may be obviated by following the 
 plan of replacing the rings in their respective places as 
 the customer lays them down. Once in a while, a cus- 
 tomer will object to this, but such objections seldom come 
 from persons of honest intentions, and in any case can 
 generally be met with the remark that they will scratch the 
 case, or may be brushed onto the floor with their sleeve 
 or something like that Never let any one think that 
 
134 
 
 EVANS'S ESSAYS 
 
 you suspect them of dishonesty, as many people who will 
 steal, if given the opportunity, will buy what they want 
 if they cannot get it otherwise. 
 
 Many people also, who are of good reputation, will if 
 given the of^XMtunity, take something without paying for 
 it It is because of this fact that we must keep our eyes 
 open. A brooch, scarf pin, or cuff button on a card, may 
 easily be held in the same hand with a pocketbook, but 
 under it, and, while a customer may indicate with the 
 right hand the particular object of their desires, they 
 may have firmly grasped in their kft the one selected 
 In showing watches it is a good idea to show the same 
 number each time, say a dozen. It is not necessary to 
 lay out forty or fifty watches for a customer to sd^ one. 
 If the first dozen contains nothing suitable, replace them 
 in the case, and get out others. The same should 
 be made about showing rings. Show a couple of ring 
 trays, and put them away if nothing (ksiraUe is found 
 in them. When four or five are in a party, as often hap- 
 pens, it is not a child's job to keep track of just w1k> has 
 the rings which do not return to the trays. Another 
 thing to avoid is the interfefence of people standing wait- 
 ing for a job, or something else, who reach over in front 
 of the ones you are showing goods, and pick up a tray, 
 and place it four or five feet away from you, and 
 to handle the goods. An immolate call for another 
 clerk should be given, or, if all are engaged, the clerk 
 should take the tray back and inform them that as soon 
 as the customers who are now looking are through, you 
 will be glad to show them. You cannot afford to let 
 people run over you, particularly when it may mean the 
 loss of goods whose value may exceed the receipts of the 
 day. The writer has said nodiing about care in f^^Mrtg 
 diamonds, but takes it for granted that all salesmen ex- 
 ercise their utmost watchfulness when showing such 
 goods. Another matter to avoid as much as possible is 
 leaving valuable goods on the show case, while you turn 
 around to get something in a wall case for which you are 
 
 EVANS'S ESSAYS. 
 
 135 
 
 asked. It is a simple matter to ask the customer whether 
 or not they wish to decide on anything at which they are 
 looking, and, if they do not answer positively just set 
 them in the show case. The mere fact that they are call- 
 ing for other goods justifies you in presuming that they 
 have not yet reached the decisive moment, and you cannot 
 afford to leave goods spread out on the show case. It 
 can always be explained to a customer that you have to 
 put things away, because so many are coming in and go- 
 ing out all the while. In making remarks of this kind, 
 of course it is always understood that ''present company 
 is always excepted," and there is always a way to get 
 around these things without being offensive or giving of- 
 fense. 
 
 One particular piece of advice of the Jewelers' Secur- 
 ity Alliance I wish to emphasize. That is not to place 
 goods in the show window in trays. Have them laid in 
 singly. Then if a thief breaks the glass or reaches m 
 from the store into the window he can take but three or 
 four articles instead of taking a tray full. The Alliance 
 also advises its members to read the trade papers and 
 learn by the experience of others. 
 
136 EVANS'S ESSAYS 
 
 METHODS OF CONDUCTING BUSINESS. 
 
 CHAPTER XXXIV. 
 
 THE VALUE OF A GOOD NAME. 
 
 WlMlli«r it k ft Good or Bftd Rcpntatton Depcndt Upon the 
 Individtial Himietf— Don't be Afraid to Lom Sales by 
 TeUtng the Trutli— Have Your Name Stand for So- 
 liabilitar. 
 
 WHAT'S in a name?" Letters, of course. But 
 there is something besides, which is more im- 
 portant and of greater value. We are all de- 
 sirous of success, and are earnestly endeavoring to merit 
 and obtain it Omsequently we are ever on the alert, 
 watching for opportunities to ptish ahead or gain some 
 advantage in trade which has not perhaps come to our 
 ccMnpetitors. There is an old story of a man, who, in 
 giving his son instructions before he entered business, 
 told him to "Make money. Make it honestly if you 
 can, but make money. While a great many measure 
 success by the number of dollars one accumulates in 
 a certain number of years, I do not take that view of it. 
 As long as we live money will be a necessity, and we 
 must necessarily have a share of it, but I think that we 
 should use only those methods to secure it which will 
 permit a man to enjoy his earnings without any dis- 
 turbing voice of conscience to detract therefrom. 
 
 While we are living and acting our several parts in 
 the drama of life we are each and every one of us build- 
 ing a reputation, either for good or evil, for honesty or 
 dishonesty, for truthfulness or prevarication, for 
 straightforwardness or trickery. 
 
 It is as easy to acquire a reputation for one thing as 
 the other, and a bad reputation once acquired is hard to 
 
 EVANS'S ESSAYS. 
 
 137 
 
 get rid of. The jeweler who believes that he has d<Mie 
 a good stroke of business, when he has sold a twenty 
 dollar watch to a man for $25, and who said he wanted 
 to pay $25, may have a reaction when the customer hap- 
 pens to compare with a friend, or makes inquiries of 
 other stores. There are cases of people, who having 
 made up their mind as to the kind of watch they wish to 
 purchase have also established a price whidi Uiey expect 
 to pay, and having established this price, it is hard work 
 to sell them one, either kwer or higher priced. It is 
 better, however, to spend considerate time in argument 
 to pomt out the difference in watches and the prices, wid 
 even allow him to depart without making a sale, rather 
 than to chaige more than the regular price to him. 
 Never aUow a customer to "beat you down on the 
 price. Acquire the reputation of being one-pnced, and 
 you will find it an easy matter to do business a second 
 time with a customer. Do not sell goods which you are 
 not perfectly sure will give satisfaction. Do not offer 
 cheap plated goods as the best gold filled. If the manu- 
 facturer has no conscience, don't forget that you have. 
 Keep your conscience in good working order. Always 
 ynylf» good any defects in the guarantee of goods or of 
 your work. Do not advertise cut prices on goods, either 
 m your windows or the papers. Better have the reputa- 
 tion of being high priced, than of being ''cheap." No 
 one will speak of the cheap jeweler in a way that will 
 be of any benefit to him. If he is mentioned at all, it is 
 in an apologetic way. If you can make people under- 
 stand that you sell good goods, and that ''quality 
 counts," and that it is no easy matter to pick qualities in 
 jewelry, but that it really requires expert service to do 
 it, the majority of people are willing to pay a little bit 
 more for the satisfaction of knowing that their jewelry 
 purchases are just what they appear to be. 
 
 If you sell an article in gold which is lok, do not let 
 the customer persuade you to say that it is 14k. So 
 many stores do this, that it is hard on the jeweler who 
 sells things for what they arc. Tell them that it is 
 plump lok, and that it is guaranteed to give satisfaction, 
 
EVANS'S ESSAYS. 
 
 and that you will exchange it if it does not. If you can 
 acquire a reputation for truth-telling you will find it 
 your most valuable asset in business. Never be afraid 
 to lose sales. You are better off to lose a sale by telling 
 the exact truth about it than you would be to make the 
 sale by telling an untruth. Business is not measured by 
 the receipts for any one day, week, or month. It is the 
 continued dealings which we have with the same cus- 
 tomers, year after year, which count up. Get people 
 to believe in you, so that they will come to you to buy 
 ardcles for presents, because the recipient will know that 
 it is first-dass from the fact that it came from your es- 
 tablishment 
 
 In your advertising in the papers, and m your talks 
 over the counter, impress upon people die fact that "all 
 is not gdd that gUtters/' and that as long as there are 
 genuine articles of merit made, jtist so long there will 
 be imitations of those articles made and sold, and liat 
 if they wish to feel easy regarding their jewelry pur- 
 chases, let them come from your store. 
 
 The average customer will allow that he knows noth- 
 ing about the jewelry business or the comparative val- 
 ues of goods. To tiiese, the jeweler, if he is strictly 
 honorable, becomes a friend in need, and one whom they 
 learn to depend on for advice. If they realize that he 
 will not sell them a poor article, he will find that his 
 sales to them, and their friends, will materially increase. 
 
 Have your name on an article, or on a jewelry case, 
 stand for reliability, and remember always, that "a good 
 name is rather to be chosen than great riches." 
 
 EVANS'S ESSAYS 
 
 CHAPTER XXXJV. 
 
 CO-OPERATION AND SYSTBM. 
 
 Suggestions That Will Prove of Advantage to the Jeweler, 
 Great or Small — Every One in the Store Should Have 
 Some Responsibility, and the Proprietor Most of AIL 
 
 IN all great businesses, there are men always trying 
 to simplify the work, so that fewer men will be 
 needed to conduct the business, with a minimum, 
 of detail and least ix)ssible energy expended. 
 
 If it pays these large mercantile concerns, into whose 
 coffers the dollars seem to pour, to figure things down 
 to the cent, does it not behoove the small merchant to 
 exercise his ingenuity to also save extra expense in his 
 business. The percentage saved will be approximatly 
 the same, although the amounts will differ greatly in 
 the coin of the realm. 
 
 How are these great businesses conducted ? Does the 
 head of the concern direct each movement, handle the 
 advertising, do the buying, mark prices on the goods, 
 handle the correspondence, keep the books, etc.? Of 
 course he does not. Hie has trained his assistants, upon 
 whose judgment he must rely to know what to do in 
 emergencies, what moves to make, and when to make 
 them to acquire advantage for him. 
 
 The keynote of all business success is co-operaticm. 
 No one man can handle the many details of a tmsiness. 
 If he tries it he will be continually forgetting important 
 matters which should be attended to, while bothering his 
 head with some minor detail of the work which could be 
 attended to by a boy or other office employe. If co- 
 operation is advantageous and necessary for concerns in 
 every line of business, it is surely necessary and beneficial 
 to the retail jeweler. 
 
 Naturally, the jeweler whose entire staff begins and 
 ends with himself cannot sub-divide the work in his es- 
 
I40 EVANS'S ESSAYS. 
 
 tablishment. He has to be the whole thing, and neces- 
 sarily he has to work longer and harder to carry on his 
 business than the storekeeper who has a business ten 
 times as large, but who has trained assistants. 
 
 The jeweler who conducts a small business has to wait 
 on the caller or customers as they come in, filling in the 
 intervening time with attacks on the hundred and one 
 jobs of the various kinds which are brought into a retail 
 jewelry store. After his store is closed for the night, he 
 has to work on watches, write his orders, make out 
 checks, mark his incoming goods, do up packages for 
 maiUng, and so on. 
 
 Let us take a look at the store whose work is, large 
 enough to warrant the owner in having a force of five 
 or six at the least If the work is sub-divided and sys- 
 tematized as it can and should be, we will find things ruiv- 
 ning along smoothly. 
 
 One man, who is thoroughly experienced in watch 
 work, should have charge of the watch repairing depart- 
 ment. As far as possible he ^ould take in the woiic, 
 and also parcel it out to whoever else in the store does 
 watch work. Another one should have charge of the jew- 
 elry work and should in the same way take in the work of 
 that department and make quotations, and he should 
 also have charge of the jewelry material, jobbing stones, 
 etc. By giving these repair departments into the hands 
 of separate individuals, each will feel the responsibility 
 of his position, and will try and make his department one 
 which will be a paying one for the proprietor, and one in 
 which there will be no complaints. 
 
 By each man having charge of the material for his de- 
 partment, he will keep track of what materials are needed. 
 This will save time in ordering. If an optical depart- 
 ment is conducted, still another exerienced man should 
 be in charge of it. Another man should have charge of 
 the stock, and besides keeping it in shape, should keep a 
 list of needed articles, and be able, if necessary, to assist 
 the proprietor in the buying of stock. The stockkeeper 
 in all but the larger establishments can handle the cor- 
 respondence. By having the labor separated in this way. 
 
 EVANS'S ESSAYS. 141 
 
 better results can be had, because each man has only to 
 think of what immediately concerns his own department. 
 The watchmaker does not have to put in pin-tongues or 
 solder a pair of spectacles while he is in the middle of 
 pivoting a staff. The jeweler does not have to* worry 
 about how the watch work is going. Each has his own 
 work to do, and as each job is similar he can work faster 
 and accomplish more in a day. He will also do better 
 work. 
 
 What is the proprietor doing all the while the rest are 
 working so hard? In answer, I venture to say that he 
 is the busiest man of the lot. He is considering how to 
 make the business better. He is looking over countless 
 stocks of goods and deciding what to buy and what not. 
 
 He has also to wait on a large percentage of the cus- 
 tomers, who thmk they can do better to do business witii 
 him. He has to take a few of the complaints of dissatb- 
 fied customers and adjust their differences. He plays a 
 varied role, and needs aH his strength to keep it up. 
 
 Where the store can afford it, one man can be profit- 
 ably employed taking care of the advertising and decorat- 
 ing the windows. 
 
 Where the work is sub-divided, one man may be doing 
 work which another could do better, or one man may 
 think he could do the work better than the one who has 
 that particular job to do; but each should be content and 
 do his work in the best possible manner and in due time 
 each will find his level be it higher or lower. 
 
143 EVANS'S ESSAYS. 
 
 CHAPTER XXXJVI. 
 
 PRACTICAL ADVICE FOR SALESMEN. 
 
 The FoUowing k Mr. Brant's Fonnula lor Socccm: Hon- 
 esty, Tnitlifiilness, PromptncMi Temperance, Entfausi- 
 aam, Neatneaa, Chcerfnlaeaa, Baergy, Fidelitjr to Ideala. 
 
 WE all enjoy reading the biographies of the suc- 
 cessful men of all ages, and our ambitions are 
 often aroused to go and do likewise. Often, 
 how«ver, we settle down to the conviction that it is too 
 bte in the day for us to strike out and accomplish any- 
 thing greater than we are doing at the present time. 
 Hiis is in no sense true even of the humblest of us. We 
 should aim high, and by so doing we will certainly land 
 in a higher spot than we would if we did not so aim. 
 
 There are a number of essential principles which we 
 must follow to obtain success, whether as employer or 
 employe. First of all, honesty. There is room at the 
 top for the men who are as true to their employer's in- 
 terests as they are to their own, and who would not stoop 
 to take advantage of his absence for their own pecuniary 
 gain. 
 
 Second, truthfulness. "Be the matter what it may, 
 always speak the truth." Be one of those men of whom 
 it can be said, "If he said so, it is so." It is an easy 
 matter to acquire a habit, which, once formed, we 
 can hardly shake off. Why not form the habit of telling 
 the truth, instead of joining the ranks of those who 
 from force of habit, lie, even when the truth would better 
 serve their purpose. 
 
 Third, promptness. There is nothing more aggra- 
 vating to an ^ployer than to have workmen late to their 
 work. In factories where there arc large numbers at 
 work, strict regulations are necessary to compd the 
 prompt attendance of the hands. In small enterprises 
 
 EVANS'S ESSAYS. 
 
 where but half a dozen are employed, and where the 
 employer is personally acquainted with each of his men, 
 it is a harder matter to handle. It is a good idea to be 
 a few minutes ahead of time than late even occasionally. 
 Do not^ pattern after any one in regard to the time you 
 report in the morning or the length of time you take for 
 dinner. Do not let any one influence you to take advan-. 
 tage of an easy boss. Knowing the rules of the store 
 regarding the time of opening and the hours for meals 
 and the closing time, conform strictly to those rules. 
 The man who does, is the one upon whom the proprietor 
 unconsciously begins to lean for support in the conduct 
 of the business, and he is the one, odier things being 
 equal, who is given a share in the business. 
 
 Fourth, be temperate in all things. The man who is 
 intemperate either in his use of alcoholic liquors, smok- 
 ing or chewing tobacco, or in keeping late hours, can not 
 give as satisfactory service as the man who abstains from 
 these practices. He should keep regular hours, not reg- 
 ularly late, but regularly early, and get the necessary 
 amount of sleep, without having to stay in bed so late in 
 the morning that he is late to the store, has a headache, 
 feels sleepy, and is generally no good around the store. 
 On the other hand the man with good habits gets the 
 necessary sleep, and is up early enough in the morning 
 to get to work without unnecessary hurry, and feels like 
 work when he gets to the store. 
 
 Fifth, enthusiasm. We should be enthusiastic in our 
 work. If we do not enjoy the work we are doing, let's 
 get into something more to our notion, as a misfit is use- 
 less in any business. We should be thoroughly in love 
 with our work, and awake to the possibilities of our busi- 
 ness. The enthusiastic man carries others along with 
 him, and by his very presence and spirit helps to make 
 the business wear a successful air. To appear to be suc- 
 ceeding is a long step towards success. 
 
 Neatness. We should keep ourselves scrupulously 
 neat and clean. Our clothing ^uld always be in good 
 condition, our linen spotless, and our neckwear should 
 not be frayed or worn. Nothing can give a business a 
 
144 EVANS'S ESSAYS. 
 
 run-down appearance quicker than to have the proprietor 
 and clerks carelessly dressed, minus cuffs, and with two 
 or three days' growth of beard on their faces. It is not 
 necessary for a man to be foppish, but we can all on our 
 salaries, if careful, look and be well dressed. If we are 
 not getting paid enough to dress well, we should change 
 our job. 'Tis said that ''clothes do not make the man/ 
 but it is also said, that "man looketh on the outward ap- 
 pearance, and surely the clothes help to make the first im- 
 pression, which, with a great many people, is the last- 
 ing one. 
 
 Cheerfulness. We may have to wait on customers 
 who are not just our style or to our likme, imt what dif- 
 ference does it make to us? We should wait on eadi 
 customer cheerfully, and not act as though we were con- 
 descending quite a little when we wait on them. By be- 
 ing agreeable with the trade, we will unconsciously be 
 bmldii^ up a dicntle of our own, which will be worth 
 money to us should we ever wish to change our position 
 or engage in business for ourselves. We should remem- 
 ber that we are building every day, and that the better 
 we serve an honest employer the better we serve our 
 own interests. 
 
 Be energetic. Look for work. If there is nothing 
 especial to do, clean up. The stock, fixtures, etc., all 
 need attention almost any time, and we are doing our- 
 selves a favor when we keep busy, and" do not acquire 
 the habit of standing around with no apparent aim in life. 
 
 Finally, "To thine own self be true, and it must fol- 
 low, as the night the day, thou canst not tBen be false to 
 any man." 
 
 EVANS'S ESSAYS. 145 
 
 CHAPTER XXXVII. 
 
 THROUGH LABOR COMES RE WARD. 
 
 p 
 
 Young Business Men Should Not Expect Success Until 
 They Earn it — Design and Quality of Goods Rather 
 Than Price, Should be Relied on to Build Up a Perma- 
 nent Trade. 
 
 WE Americans glory in our great men, and we 
 have a right to feel proud of them, but when 
 we come to analyze their abilities, we find that 
 
 th^ were just as ordinary as the humblest of us, and 
 possessed no special qualifications, except an indomi- 
 table purpose to accomplish something in the world. 
 
 What man has done man can do again, and we are con- 
 tinually seeing illustrations of this in political, business 
 
 and social circles. 
 
 A man who occupies a prominent place in the affairs 
 of the government dies, and every one f-eels that his place 
 cannot well be filled. Another man, less widely known, 
 succeeds to the position, and things move along just as 
 smoothly as before, and the first man is almost iorgotten, 
 except by his most intimate friends. 
 
 The trouble with the biographies of most great men, 
 is that their humble origin is generally passed over, and 
 greater space is given to their later achievements. There 
 is certainly no better pastime than to read the lives of 
 successful men, and try and derive encouragement and 
 advice therefrom. When we read of the years which a 
 professional man waits for recognition, we begin to won- 
 der how a man can expect to open up in business, and in 
 the face of competition immediately begin to coin money. 
 While the business man has no such wait as the profes- 
 sional man before he gains a competency to live on, it 
 requires years of patient, untiring work to acquire real 
 business success. 
 
146 
 
 EVANS'S ESSAYS 
 
 With what seems a suffident number of jewelry stores 
 to supply the public need of such luxuries, and keep thdr 
 watches and jewelry in repair, what reason can a new 
 beginner offer, besides his own personality, to deserve 
 patronage which has heretofore been distributed among 
 the other dealers. There must be some good reason to 
 offer, or they will not change, at least otherwise than 
 temporarily. But we are lookmg for permanent cus- 
 jtomers, and these are what will assist one to achieve 
 success. 
 
 To draw trade we must be able to do something, just 
 a little better than others, offer a greater variety to 
 choose from, or offer some inducement, such as cut prices, 
 souvenirs, or free delivery of purchases. The cut prices 
 and souvenir section of this paragraph might well be 
 omitted, as trade which is desirable is not influenced by 
 any catch-penny schemes. Such methods are all right 
 for the traveling auction store, who is here to-day and 
 elsewhere to-morrow. 
 
 In buying goods, pay, if necessary, a trifle more and 
 get designs which are exclusive and different from the 
 regular line of goods. In the line of brooches, there is 
 such a variety of styles possible that we could not attempt 
 to carry even a tenth of those shown, but we can select a 
 few here and a few there, and so on. People like to 
 trade where they can see a variety and the dollar or two 
 extra which they have to pay is forgotten in their pleasure 
 at having secured something so unique and original in 
 design. It is a question in my mind whether any great 
 amount of trade can be influenced by cut prices. Sup- 
 pose that you have a watch which you sell regularly for 
 $35 and you desire to cut the price. Would a purchaser 
 be more easily found if you offered that watch for 
 $31.99? If people want jewelry they want good qual- 
 ity goods, at least when they hie themselves to the jew- 
 elers. An article rightly maide, and of good quality, and 
 priced rightly, will readily sell. A good many writers 
 maintain that a jewelry business cannot be run on the 
 one-price idea, but this is a fallacy. There is is no use of 
 allowii^ an outsider to make your prices for yon. Once 
 
 EVANS'S ESSAYS. 147 
 
 started, you will have to maintain it. If your goods are 
 not marked at a fair price, re-mark them. If your con- 
 science troubles you about charging the price, figure out 
 your profit, and if it is too much cut the price. Always 
 remember, though, that the difference in price between 
 the cost and selling is not your profit. Your store ex- 
 penses, such as rent, heating, lighting, advertising, boxes, 
 paper, string, and so on, have to be figured on and allow- 
 ance made for them before you can count your profit. 
 
 If people really insist upon buying cheap goods, let 
 them go elsewhere for them. Impress upon them the 
 fact that you cannot afford to sell goods which you are 
 not absolutely sure will give the customer full value for 
 his money. It is worth your while to argue, if necessary, 
 to convmce your customer that it is to your interest as 
 well as his to sell him reliable goods, as you cannot take 
 chances on losing his trade by letting him buy an article 
 of which you have your doubts. 
 
 On repair work as well as cm stock, whatever you un- 
 dertake to do always do your best, remembering that 
 "what's worth doing is worth doing well," and that if you 
 do good work you can charge a fair price for it. .The 
 successful jeweler has founded his success upon a more 
 solid basis than price. He has builded his structure 
 upon quality. The reputation for selling right goods at 
 right prices makes positive that under ordinary condi- 
 tions the business will steadily and surely increase. 
 
 The cut-price jeweler must continue to offer ''bargains** 
 in order to do business. A store which has the reputation 
 of holding "sales" will not be able to do a regular busi- 
 ness. Trade will be at a standstill upon all days except 
 "bargain days." Not so with the "quality store." The 
 fact that makes your name valuable on a jewelry case is 
 the reputation of selling reliable goods. 
 
EVANS'S ESSAYS. 
 
 CJEIAPTER XXXVIII. 
 
 HOW TO HOLD OUR CUSTOliBRS. 
 
 What Policy Should Retailers Pursue to Make Permanent 
 Customers Out of Those Who Make Their First Pur- 
 chase—To be Concise and Pithy the Answer is, "Give 
 Satisfaction." 
 
 WE arc all of us interested in increasing our busi- 
 ness, and those of ns who are alive are con- 
 stantly on the alert for new and improved 
 methods for acquirmg new customers. Plan after plan 
 may be tried which will be successful in bringing to our 
 store dozens of new faces, who may make what you may 
 call trial purchases. Or they may merely look around 
 our store and examine the different articles we have for 
 sale, mentally debating, the while, whether it will be to 
 their advantage to trade with us rather than at their 
 former jewelers. If people come to our store even to 
 look, it shows that they are open to conviction, and that 
 they have a favorable opmion of our store, or they would 
 not be there. To visitors of ^is kind, we should be 
 particularly courteous, and strive to the best of our abil- 
 ity to send tfiem away satisfied ; satisfied with their pur- 
 chase, if they made one; satisfied with their treatment, 
 if they made no purchase. 
 
 We are always obtaining new customers, and the ques- 
 tion most important is how to hold their trade on subse- 
 quent purchases. There are some people whose trade 
 no one can hold. They drop in where it is convenient, 
 and are just as apt to buy from Smith as from Jones. 
 There are others who are never satisfied, and whom the 
 jeweler is unable to suit. Either the price is not right, 
 or there is some defect in their purchase. They go from 
 cme store to another, and finally land in the same store 
 again. It is useless to wony over them, as there are 
 
 EVANS'S ESS A YS. 
 
 149 
 
 just enough of such people to enable us to appreciate the 
 fact that most of the people we meet and have dealings 
 with are pretty fair sort of people, after alL So these 
 disagreeable people serve a useful and unique purpose in 
 life, and demonstrate that even the humblest of us can 
 be of service to our fellow man. 
 
 It is not necessarily the store having the most cus- 
 tomers which does the largest and most profitable busi- 
 ness. In the same manner of reasonhig, and in demon- 
 stration of the foregoing, it is not the man with the larg- 
 est earning capacity who has the greatest amount of 
 ready money. It is not what a man earns, but what he 
 saves out of his earnings, which counts. So, too, it is 
 not the number of customers which a store has, but the 
 amount of business done in the aggregate, which counts. 
 If we have a selected list of customers, and can hold 
 their trade on fine goods, as well as on smaller purchases, 
 we will do as well as we would with a larger clientele 
 who made smaller purchases. The store with a large list 
 of customers has a decided advantage in some things, 
 however. Occasionally, some disgruntled individual will 
 inform you that he is through with you, and that you 
 need not expect his support in the future. If he is one 
 of ten thousand, you can spare him very easily, whereas 
 if he is one of a hundred, you will miss him. In a large 
 business, a greater number of small sales will result, 
 which will net a larger percentage of profit than the 
 same amount received in a few large transactions. 
 
 But in either case, we must give satisfaction in order 
 to hold our trade. We must impress upon our custom- 
 ers that we are careful what we sell them ; that we would 
 not knowingly sell them, or let them buy an article the 
 merits of which we were not entirely cogfnizant with. 
 We must impress all comers, if possible, that our store is 
 a safe one from which to have all their jewelry purchases 
 come. ^ While plainly displaying your desire to sell, as 
 plainly show your independence of making any one sale. 
 Make them understand that you have a decided person- 
 ality, and that you mean to have your store and your 
 
ISO EVANS'S ESSAYS. 
 
 stock reflect that personality. Insist upon their return- . 
 ing to you any goods which they may buy, which do not 
 prove as represented. Assure them that you are willing 
 at any time to listen to complaints, and to rectify any 
 mistakes on your part, and that you intend to satisfy 
 them, if you can possibly do so. It is not necessary for 
 you to forfeit one grain of your self-respect. There is 
 a time for everything, and there is a time to stand up for 
 your rights, but in a case where a customer is complain- 
 ing over some trivial affair, make it right, where the ex- 
 pense is small, even though it does not seem to you that 
 you should be called upon to do so. Then, too, the 
 guarantees on plated chains, bracelets, and so on, given 
 by manufacturers, and under which the retailer sells the 
 goods, should be lived up to. Why spend the time try- 
 ing to convince a man that he has had his money out of 
 an article, i^^Lhe has brought in to be made right, 
 when the nHHKturer is perfectly willing to make it 
 good? We not only injure ourselves, but the manufac- 
 turer also, when we refuse to make good his guarantees, 
 which only requires on our part the sendkig of it back to 
 the factory together with an explanatory letter. 
 
 So, let us pursue the course which is sure to bring us 
 satisfactory results, and the rule to follow is the Golden 
 Rule, "Do unto others, as you would that they should do 
 unto you," not as David Harum put it, "Do unto others 
 what they would like to do to you, and do it fust." Most 
 people know when they are used right, and do not forget 
 the store where their trade was appreciated to such a de- 
 gree that they 'would rather that they would go away 
 without purchasing, than to sell them an artide which 
 was defective. In die conduct of a store there is use lot 
 diplomacy, or tact, or whatever name you wish to put on 
 that system, which tells one how to handle the different 
 kinds of customers, and which teadies us when to talk, 
 and when to listen, what subjects should never be dis* 
 cussed with customers, and also, that we are here to sell 
 goods, not to mould public opinion, or diange it 
 
 EVANS'S ESSAYS, 151 
 
 CHAPTER XXXUX. 
 
 REPUTATION AND CREDIT. 
 
 "A Good Name is Rather to be Chosen Than Great RIdies* 
 —How a Reputation for Square Dealing Will Help the 
 Dealer to Get Goods Promptiy— Some Points M to tiie 
 Management of Your Finances. 
 
 THE subject whidi will be discussed in this chapter 
 is the value of a good name among the men from 
 whom it is necessary for the retail jeweler to pro- 
 cure his stock. Those of us who have the reputation 
 of being honest, truthful and straightforward, seldom 
 realize what we have to be thankful for. Truly, such a 
 reputation is not the result of luck, but of faithful toil, 
 and earnest attention to business in all that the word unr 
 plies. But there are many little togs which nuUtate 
 against a man, and will often give an honest man the 
 appearance of being an undesirable customer. What is 
 credit? It gives you the right to order and receive 
 goods, and sell them again, without ever havmg paid a 
 cent on them, merely on the supposition that you wUl 
 pay for them, according to the terms written upon the 
 bill, or special agreement made. 
 
 Let us consider two cases illustrating the two classes 
 of men. Jones, a man of known honesty of purpose, 
 orders to-night two dozen watches, and because of its 
 being Jones, and of his havmg remitted promptiy before, 
 the goods are shipped immediately, and he has them as 
 quickly as the express can bring them. Smith orders at 
 the same tune a selection of such goods, and because he 
 took so long paying for goods on a previous occasion, 
 he is either turned down entirely, he receives a poor 
 selection, or there is a day or two delay while he is being 
 investigated. All this time he is perhaps waiting to re- 
 ceive the goods, in Order to show them to his customer, 
 and because he is so slow in getting them loses the sale. 
 
152 EVANS'S ESSAYS. 
 
 Another kind of credit mlgfit be pfiven a word or two 
 here, that is "memorandum credit." Most houses freelv 
 offer to send to reliable dealers selection packajres of 
 goods for which they have a call, and which they have 
 not in stock, but their object is not onlv to accommodate 
 a customer, but to help him effect a snle, so that both mav 
 receive profit thereby. But suppose a jeweler uses the 
 wholesaler more than he has any ri^ht to do, and sup- 
 pose that he seldom makes a sale from these selections, 
 and that he returns the polished js^oods soiled, tas^s and 
 cards dirty, and with insufficient packin^^:? Can the 
 wholesaler be expected to put himself to the trouble of 
 sending another selection when it is asked for? The 
 writer has been told that it is because of this carelessness 
 and thoughtlessness upon the part of the retailer, that so 
 many of the largest houses have cut this service out al- 
 most entirely, making an occasional exception to some 
 good customer, but never advertising the fact that they 
 will send such packages. Retailers should remember 
 this, and take better care of others' goods than they do 
 of their own. 
 
 But what is the reason that the same kind of a letter 
 written by two different men receives entirely different 
 attention? Why is it that you have perfect confidence 
 in one man and distrust of another? Intuition tells a 
 great deal, but intuition does not tell the difference be- 
 tween men of whom one has never seen? Of course, 
 wholesalers have their rating books, but they cannot go 
 entirely by them. Some men do not give reports, while 
 others make fictitious reports to these companies. But 
 two men who have been doing business with the same 
 house for several years will during that time expose to 
 the wholesaler their characters and dispositions. He 
 will notice whether or not a man is particular as to price 
 or discount, whether he looks for long time in preference 
 to low prices ; whether he will stand it to have goods sub- 
 stituted or orders stuffed; whether he deducts the proper 
 
 EVANS'S ESSAYS 
 
 153 
 
 discount from his bills, and sends remittances at the 
 proper time or not ; whether he pays in full; pays certain 
 bills, or sends so much on accotmt. 
 
 From these little thincrs. a man may gain the opinion, 
 whether or not vou are a careful buyer, and are running 
 your store on a safe basis. Giaracter is worth more than 
 money, and monev cannot buy it. Tn the business world 
 there is plenty of opportunity for advancement for men 
 of character. Men of worth, short of money, can gen- 
 erally get either the money or an extension of time. It 
 is a good idea to have a definite understanding with your 
 bank as to the amount which they are willing to loan 
 you. A statement of your resources and liabilities, show- 
 ing you to be in good condition, will generally satisfv 
 such institutions. With this understanding, you can tell 
 how to proceed in buying and selling. 
 
 Pay idl small bills promptly. Better owe two or three 
 large accounts, than the same amounts divided among 
 twenty-five or fifty. If at any time through dull trade, 
 you find yourself unable to meet recurring obligations as 
 they come due, and do not wish to borrow the sum 
 needed, write an explanatory letter to your creditor or 
 creditors. Such confidence is seldom misplaced or 
 abused. A letter to the effect that trade has been excep- 
 tionally slow, but that in the course of a month you will 
 be able to take care of the account, will generally bring 
 a satisfactory reply. Straightforwardness never loses 
 the day. If a letter is ever received requesting a remit- 
 tance, or intimating that a draft may be sent if remit- 
 tance is not immediately forthcoming, do not throw the 
 letter into the wastetxstsket, while you apply sundry 
 i^)pellations to the writer thereof, but sit down amd write 
 a careful response explaining your position. Never 
 leave a creditor in doubt as to what you intend to do. 
 Few realize the benefits to be derived from a reputation 
 gained for honesty and truthfulness. Start right and 
 hold fast to the end. When long time is offered you on 
 goods, just see for how much less you can buy ^em, if 
 
154 
 
 EVANS'S ESSAYS. 
 
 you have the ready cash. Where six months' time is of- 
 feiyd and you get lo per cent, off for cash, isn't 
 it an object for you to do so, when you am get 20 per 
 cent, interest on your money. This is even mofc than the 
 fake mining companies offer. 
 
 Do not make outside investments which will cripple 
 your business. If you are fortunate enough to have 
 money to invest outside of your business, put it into a 
 savings bank, city homestead aid association or real es- 
 tate, where it can be used or put up as collateral security 
 for loans should necessity require. Some writers advo- 
 cate the theory that the cause of the present dull times 
 is because of stock investments by people who never have 
 bought such stock before. Times have been good, and 
 the great middle class of people have had spare money, 
 and being eager to invest where great returns are 
 promised, have bought as many shares of stock as they 
 felt able, and have a certificate to show as the result The 
 jeweler should make his investments where he can watch 
 them, and have control of them, and can realize quickly 
 if need be. It is a good thing to have something back of 
 you. It gives people confidence in you, and makes more 
 secure your position in the business world. 
 
 EVANS'S ESSAYS, 155 
 
 CHAPTER XL. 
 
 THS IDEAL JEWELRY CLERK. 
 
 The Salesman Must Have a Chance at Customers Else He 
 Can Hardly Obtain Experience — The Proprietor Should 
 Not Take Sales Out of His Clerk's Hands— How the 
 Salesman Should Handle His Customer. 
 
 USUALLY in a jewelry store, a man has to be an 
 all-round man, doing his share of the various 
 kinds of repairing, and taking his turn at "wait- 
 ing on customers." It is rather diffiicnlt for a man under 
 such conditions to develop into a first-class salesman. 
 In every establishment of any size whatever there is 
 one, or perhaps there are several clerks, whom the pro- 
 prietor feels satisfied can handle any trade. It is for 
 one of these that he always calls when a customer enters. 
 It has been said that poets are born not made, and 
 while we must confess that most salesmen are born, 
 yet opportunity often makes the man. The clerk who 
 is never pressed into service until all others are en- 
 gaged cannot well expect to equal the one who is doing 
 notiiing else all day. The best results are naturally 
 achieved by the one who, by giving the most time to it. 
 and by so familiarizing himself with the stock, that it is 
 second nature to him to sell goods. Showing goods is 
 not necessarily selling them. The ideal salesman under- 
 stands the stock thoroughly and discriminates between 
 qualities. He does not call everything he shows the 
 **best," or the "latest." Superlatives should be handled 
 with care. 
 
 In selling goods, it should be his aim to make and hold 
 the confidence of the customer, and so secure not only 
 one sale, but his continued patronage. Tell the truth al- 
 ways. Teach customers that they can safely trust your 
 
EVANS'S ESSAYS 
 
 advice and judgment Teach tiiem that when they leave, 
 as it were, the selection of the article to you that your 
 sense of honor will not permit you to sell anything which 
 is not thoroughly reliable and strictly up-to-date. Why 
 is it that customers will wait, as they often do, a full half- 
 hour in order to have their favorite salesman wait upon 
 them? Sometimes it is doubtless because he makes a 
 special price to them, but oftener because he has pleased 
 them with their previous purchases. It mieht be said 
 that proprietors do themselves and their clerks an injus- 
 tice when they make a practice of makine differences in 
 prices which the cleik cannot do. If ^e cletk is not 
 competent to wait on trade, do not adc him to do so. If 
 it is right for the proprietor to make such cuts, the cleric 
 should have the same privilei^ 
 
 The trouble with a gfreat many people is that thev are 
 "near-sighted." They cannot see beyond to-dav. Thev 
 seem to figure that if the sale is not made to-day, it is lost 
 forever, and so thev will call a customer back, and trv to 
 influence the sale by makincf a cut in the price. Ten 
 chances to one, the customer will leave anvwav. Per- 
 haps he did not intend to buy that dav ; or he wished to 
 look elsewhere before deciding: or perhaps he was devoid 
 of the "filthy lucre," which we are all desirous of han- 
 dling. This special oflFer once made must be lived up to 
 should he return, and the chances are even that he would 
 have returned anyway. 
 
 A proprietor injures himself, as well as his clerk, when 
 he takes sales out of his hands, and makes offers which 
 the clerk is forbidden to make. The clerk will never 
 make a salesman if treated in this way. It does not give 
 him a chance to develop ; neither does it fill him with that 
 respect and esteem for his employer which makes him 
 feel an interest in the business, and a desire to see the 
 business grow. A store rightly run is ime where goods 
 are sold at uniform prices, and where you can be positive 
 that you boy equally as km from one as another. If a 
 
 EVANS'S ESSAYS.- 157 
 
 proprietor does occasionally land a sale by such methods, 
 there is just as much lost during his absence from the 
 store, because of the inability of the clerk to handle this 
 class of trade. 
 
 Sometimes you may be showing goods to a "looker," 
 who may need only a word spoken at the proper time to 
 transform him into a purchaser. A good many "look- 
 ers" are such because they are minus cash. Odiers are 
 such because they dislike to part with their money, and, 
 because they have an unsatisfied desire for jewelry, con- 
 tinue to be "lookers." Such people need persuasion, and 
 it should be done in a judicious manner. Other custom- 
 ers wish to deliberate over their purchases, and such peo- 
 ple should be allowed time to thiidc There is such a thing 
 as talking too much, but there is just as much danger of 
 saying too little. We often hear of the ''silent salesman,'' 
 hut the expression generally applies to mechanical devices 
 which are supposed to so display goods as to promote 
 their sale. 
 
 A salesman worthy of the name makes such explana- 
 tions regarding the goods as may seem necessary, with- 
 out waiting to be asked. Every one is not familiar with 
 the goods we handle, and while it is not necessary to go 
 into particulars, a general idea should be given regarding 
 the goods, the qualities, and the reasons for the differ- 
 ences in prices. With these explanations, a customer is 
 satisfied, and is able to buy intelligently. A great many 
 people hesitate about asking questions, as they dislike to 
 expose their ignorance, but will allow their eyes to decide 
 for them. 
 
 Qualities are so different in gold and gold plated goods, 
 and as all gold goods are gold, and all gold plated ones 
 are gold plated or filled, and as the cheaper grade of filled 
 goods are invariably guaranteed the longest, a clear state- 
 ment of the facts is really necessary. Some clerks con- 
 sider themselves salesmen, because they occasionally 
 make a sale to a friend or to a customer who knows just 
 
158 
 
 EVANS'S ESSAYS 
 
 what he wants, and will buy at that parttctilar stare any- 
 W9y. Others will show goods and merely state the price 
 of different articles, making no remarks regarding the 
 same, or making any explanation why one style of chain 
 costs more than another. In a case like this if any money 
 dianges hands, it is the result of the customer buying, not 
 of the clerk selling. 
 
 The genuine salesman is full of enthusiasm for his 
 work, and has the ability to suggest articles to customers 
 who are unable to determine just what they want to buy. 
 Such customers are sometimes very difficult to handle, as 
 they either have nothing in mind or they have several dif- 
 ferent articles in mind. So it comes about that the clerk 
 has to show them almost the entire stock and perhaps 
 leave them as undecided as before ; but i'f he can concen- 
 trate their attention on one line of goods, or on one par- 
 ticular article the battle is won. In this connection, a 
 word of advice may be given. Never antagonize a cus- 
 tomer's opinions regarding politics or religion, or his 
 preferences regarding jewelry. When you show a half- 
 dozen watches of different prices, notice the one which 
 the customer appears to take a fancy to, and then show 
 him watches along that price, finally concentrating all 
 your energy to sell him the one which he has taken a na- 
 tion to. It is easier to push than to puU» because you 
 have the customer with you. 
 
 EVANS'S ESSAYS 
 
 159 
 
 CHAPTER XU 
 
 COMPETITION THE LIFE OF TRADE. 
 
 It Draws Trade and Is a Benefit to Jeweler*— Do Not Talk 
 Against* Your Bmlnm Rival— On the Contrary be in 
 Toodi With Him and W<M:k Togetlier— Exert Yonraetf 
 to Plan C uiU i m e f i Adv e rti oe and Look Pkosant. 
 
 ^^^^ OMPETITION is the life of trade." This old 
 V ^ saying is a good deal like that of "Honesty 
 is the best poUcy." — true, but hard to believe 
 sometimes. We should occasionally stop and consider 
 the difference there would be between things as ^ey 
 now exist, and as they would be had we no competitors. 
 What do we mean by competition, and who is our com- 
 petitor? In a foot race all who enter are called 
 competitors. In business, however, we cannot call 
 every one engaged in the same business competi- 
 tors. Differences in location and class of goods carried 
 eliminate some of our fellow-craftsmen. All jewelers 
 have what they call competitors. Those who seem to 
 cater to the same class of trade, and who carry practi- 
 cally the same class of goods, and who, perhaps, are 
 nearest one's location, would most naturally be deemed 
 competitors. Some jewelers form a dislike for these in- 
 terlopers, as they term them; the one first established 
 going on the supposition that he has pre-empted the 
 entire claim. As a natural sequence of two stores being 
 located in a district where one formerly held dominion, 
 each will get a share of the business, and, unless a hustle 
 is made by the first jeweler, his trade wi'll naturally fall 
 off. But again, sometimes a competitor serves a useful 
 purpose. By advertising and making attractive window 
 displays, he will not only help himself, but you also, as 
 your old friends will be apt to call upon you first for 
 new goods before seeing him. Sometimes a competitor 
 
i6o 
 
 EVANS'S ESSAYS. 
 
 will enliven business for you. An instance is in my 
 mind now, of a section of a city where a single repairer 
 without stock held forth for years. No one thought it 
 would pay to carry stock in that section of the city. 
 Finally a jeweler opened up with a stock, and was soon 
 followed by two others, all of whom did business. 
 Finally two of them moved away, and one other con- 
 solidated two stores and moved from that section of the 
 city. The remaining store was unable to continue in 
 business, because ot lack of competition, which had 
 drawn much trade in that direction, ii'eople like to look 
 at goods in several places, iiach jeweler serves his 
 brothers a useful turn by prqaring the way for a sale. 
 By showing goods to people who are not thinking of 
 buying he makes them think about them, and perhaps 
 when they are in cme of the other stores they may make 
 a purchase. 
 
 An agent for a large safe company was telling me 
 about his experiences. He said that he would scxnedmes 
 
 spend a day talking safe to a man who thought he did 
 
 not need one, and then he hnally would go away, with 
 the promise of the storekeeper that he would think it 
 over, ilie latter would do so, and a few days later an- 
 other safe agent would drop m, and, catching iiim m the 
 mood, land the sale without any exertion. Such work 
 may properly be called missionary work and each one 
 profits just the same by the work of others. Thrs only 
 illustrates that your competitor can and does befriend 
 you. 
 
 Never berate your competitCM*. Speak well of him. 
 If you seem jealous of him people wUl think he is hurt- 
 ing you and will surely go to sec him. Some men are 
 continually advertising ^icir competitors by talking 
 against them. Do not believe all the reports that come 
 to you about your competitor. Do not take it for 
 granted that he is selling goods at the cut prices which 
 
 EVANS'S ESSAYS. i6i 
 
 people teV you about. Customers often tell things which 
 are not absr^lutely accurate. If they tell them about 
 your own stor? you know better, but if they tell you 
 that your competitor does thus and so, how quick you 
 are to believe them. People come to know these things, 
 and scxne, if they find they can save 50 cents to a dollar 
 by prevarication, will do so. Another incident will 
 illustrate this. The writer was showing alarm clocks, 
 and the customer was attracted particularly by a $1.50 
 clodc but informed me that a friend of his had bought 
 one from us for a dollar. Upon my assuring him that 
 such was not the case, he asserted that "if it wasn't a 
 ddlar it was $1.25/' but finally ended by paying the 
 price asked. 
 
 Then again, people not qualified to judge about qual- 
 ities will make misstatements unintentionally. If you 
 will take the trouble to get acquainted with your com- 
 petitor, you will find that he is a pretty fair sort of a 
 feUow after all, and you will not believe that he says 
 the things which are rqK>rted to you; neither will you 
 say anything against lum, as your acquaintance and 
 friendship will prevent it Each can and shouM 
 benefit the other. In a small town where Ihere is no job- 
 ber the value of a friendly feeling between competitors 
 cannot be overestimated. Small material, and even stock 
 of vanous kmds are needed almost every day. How 
 mudi better to be able to go to a brother jeweler and find 
 him willing to accommo<£ite us with the needed material 
 or goods at a reasonaMe price, than to have to wait sev- 
 eral days or send our customer to him, because of the 
 delay. A man to have friends must show himself friend-, 
 ly. Perhaps your competitor has had the same opinion 
 about you as you have had about him, and perhaps 
 both had a little reason to think that way, and so both 
 were partly in the right and partly in the wrong. 
 
 A ccMnpetitor is not necessarily unfair because he sells 
 goods at lower prices Aan you. Difference in buying, 
 or different ideas of what profit to place on certain lines 
 
i62 EVANS'S ESSAYS 
 
 m 
 
 of goods, make this divernty in prices. By ftyfATfating 
 with competitors and talking over trade matters with 
 them and ccHnparing prices, perhaps these differences may 
 be overcome. 
 
 In most cases competition makes it "the survival of 
 the fittest." If there are good and suflficient reasons 
 why the populace should trade with you let them know 
 about it. Show them that you mean business when you 
 say "we want your trade." Be willing to exert yourself 
 to please. Talk it in your ads. Show it in your face. 
 Do not rely on location, length of time in business, or 
 any other superficial reason for success. 
 
 Let competition develop the best there is in us. Let 
 it arouse within us our ambition to be the leader in the 
 city. Let our ads, our show windows, and our stores 
 extend to all a welcome to call, and look, make com- 
 parisons, if they wish, and that we are perfectly willing to 
 abide by the result 
 
 EVANS'S ESSAYS 
 
 163 
 
 CHAPTER XLII. 
 
 BE OBNBROU8 TO CUSTOMERS. 
 
 Be Sure, However, and Make Them Pay for the Generosity 
 —Little Things that Can't in Reality be Charged for 
 Oftentimes Bring About an Important Sale. 
 
 OMETHING for nothing is what everybody is 
 
 anxious to g-ct, and no one to i:ive." Such 
 was the beginning of an advertisement sent 
 ont by one of the watch case companies some years ago. 
 Nevertheless, the retail jeweler will alvvays be compelled 
 to give with each sale, something which costs him money, 
 and it should be considered in establishing the price of 
 his goods. Take, for instance, the cases required for 
 watches, rings, brooches, cuff buttons, scarf pins, ear- 
 rings, and so fortli, which cost the jeweler from 25 cents 
 apiece upward, according to quality. Some stores charge 
 extra for these, but that is a mistake. Make the price of 
 the article enough to cover the case, and throw that in. It 
 strikes the average customer as rather small to be charged 
 25 cents to 50 cents extra for an article which cost, say, 
 $25. It is surprising how the offer of a case with an arti- 
 cle will effect the sale in many instances, where the cus- 
 tomer was undecided. Soinehow an article looks better 
 when it is set aside from the rest of the stock. When ^ 
 customer leans toward <me particular watch, just reach 
 for a velvety watch box and set it in and call the custo- 
 mer's attention to it, and, nine dmes out of ten, the re- 
 mark that you will give that with it, makes the sale 
 positive. 
 
 Cases of this kind should be of good quality. Do not 
 make the mistake of getting the cheapest yoa can buy 
 because you are going to give them away. Give one 
 that will not only satisfy, but please, and will make the 
 recipient thereof complunent your store, not only for tbe 
 
i64 
 
 EVANS'S ESSAYS. 
 
 ring or watch purchased, but for the handsome case 
 
 which you gave with it. Then, again, the havmg of a 
 case to give away, does away with attempts to beat do^ 
 on the priK:e. When a customer asks for a better price, 
 and you show him the case you intend to put the artide 
 in, the fact that you are showing a generous spirit will 
 often disarm him. Then, too, it will be easy to say that 
 if the case is not desired, you can make 50 cents differ- 
 ence rn the price, and the average customer will pay the 
 full price and take the outfit complete. 
 
 In the jewelry business as this is written, there is a 
 leaning toward signets of every description, and so we 
 find signet rings, signet bracelets, signet fobs, signet 
 brooches, signet hat pins, signet diatelames, clc, all call- 
 ing for free engravmg. The stores fortunate enot^ 
 to number engravers amcMig their staff are in a position 
 to be congratulated, but such stores do not appreciate 
 the value of what they give away in this line as well as 
 those stores which have to have such work dcme out by 
 the piece. The stores with an engraver very often can 
 land a sale, by the offer to engrave in a short time an 
 article selected. This is a department where the smallest 
 store carrying even a limited stock can claim prcedence 
 over its largest competitor, if there is a marked difference 
 in tihe quality of engraving done. People would rather 
 pay a good price than have something given them in the 
 way of, engraving which, instead of adding beauty to the 
 article, detracts from it. 
 
 So, if YOU do not number among your employes a 
 first-class engraver, make arrangements with one to do 
 your work. Do not save money by doing it yourself, 
 unless you can do it well. If the work is poorly done 
 you will average one sale to a customer. Whether you 
 do it yourself or hire it done, when you are taking an 
 order for engraving, get an idea from the customer as 
 to what style of tvpe or lettering they prefer. People 
 and their ideas differ greatly, and what would be pleas- 
 ing to one would not even be accepted by another. 
 
 EVANS'S ESSAYS. 
 
 Some people consider Old English the finest style of let- 
 tering, and some the block, while others want "writing 
 letters." Some thmk the "cypher** mcmogram inferior 
 to the old style block letter monogram, so there you are. 
 If you go ahead wth the work you are as apt to displease 
 as please them ; but with their idea of what is the pret- 
 tiest, and neatest, and most up-to-date, you can go 
 ahead and be very sure to suit them. If people are sat- 
 isfied with the engraving they will speak of it to their 
 friends, and you will be the gainer thereby. 
 
 Of course, we give away time in large quantities 
 showing goods, but other stores do that. The regula- 
 tion of watches, the winding of key-winders for those who 
 have forgotten to do so and are without the key; the 
 time spent in examining treasures picked up by the 
 way; weighing and testing old gold and silver; examin- 
 ing diamond settings and seeing that the stones are 
 secure ; giving opinions as to the advisability of having 
 changes made in the settings of rings, brooches, and so 
 on; the kindness of heart which leads us to discourage 
 people from spending money having imitation stones 
 mounted; the cleaning up of articles "while they wait," 
 and so on indefinitely. It does seem as though the re- 
 tail dealer in watches and jewelry has more calls made 
 on his time, for which he receives nothing more than 
 thanks, and not always that, than any other business that 
 one can think of. He naturally has to make change and 
 sell stamps in common with other dealers. So I would 
 close with this word of advice to fellow jewelers. Do 
 cheerfully all that you necessarily must do for nothing, 
 but, for goodness sake, don't do anything for nothing 
 for which you can possiWy make a charge. In all pos- 
 sible cases have these little jobs left, as you can charge 
 10 cents apiece for many which would go for nothing 
 if done while the customer waits. If you give anything 
 away, give the best you can afford. Always, however, 
 try to cultivate the good opinion of your customer, 
 whether you sell hkn something at a profit or make him 
 a present 
 
m EVANS'S ESSAYS. 
 
 CHAPTER XiLIII. 
 
 THE AVERAOB MAN DBSCRIBSD. 
 
 The Jeweler Should Cater to the Middle Class, as They Pay 
 the Profits— Have Only One Price— and That Plainly 
 Marked — Treat All Customers Alike. 
 
 IT is a fact familiar perhaps to every reader that many 
 ministers of churches, in addressing their congre- 
 gations, make it a practice to select some particular 
 individual in the audience toward whom they direct their 
 remarks. In this way they can make their sermons more 
 personal in character, and more effective in results. It 
 is a hard matter to talk in the air. 
 
 It has also been said that many pulpit orators deliver 
 their sermons in language which the simplest of their 
 hearers can understand. There are lessons right here 
 for us to team. Let us look for the average man. Not 
 the richest of our acquaintances; not the poorest; not 
 0ie most karned; not the sin^lest, but the average man, 
 or the middle man, as you may choose to designate him. 
 
 The stores which have obtained the highest measure 
 of success, have been those who have catered to the 
 wants of the avers^ man. Take the use of our show 
 windows for instance. Suppose that we fill our win- 
 dows with nothing but expensive goods, even without 
 putting price marks on them. How many sales will re- 
 sult from that especial display? Few, indeed, in the 
 opinion of the writer. Suppose that we fill it with cheap 
 jewelry to sell at 25 and 50 cents each. What (pinion 
 will the passing throng form of our store and its equip- 
 ment? Will they not size us up as a cheap, or trashy 
 store? A fair place to buy a trinket if yon only mah to 
 
 EVANS'S ESSAYS. 167 
 
 wear it a few times and throw it away. But die right 
 
 idea, is, to appeal to the average man through our win- 
 dows. So, while we are particular not to display any 
 goods which will not wear and give entire satisfaction, 
 we should make it a point to have the majority of the 
 goods, so exhibited, be of the kind known as popular 
 priced, or medium priced goods, etc. In this class will 
 be found diamond rings selling at prices from $15 to 
 $50. Rings from $2.50 to $10. Cuff buttons from $1 to 
 $10. Scarf pins from $1 to $5 and so on, remembering 
 that these amounts are carried by the ordinary class of 
 people, who may decide to purchase if they happen to 
 see what they want. Who is the average man? He is 
 the man who wishes first quality goods, but who is willing 
 that you should make a profit on your sales. He would 
 not buy a so-called bargain in jewelry, because he does 
 not rely upon his judgment to select his jewelry, but 
 prefm to patronize a reliable store whose guarantee rel- 
 ative to qualities he can believe. Such men constitute 
 the large chss denominated as the average man. Some- 
 times it seems as though they were a smaU minority of 
 those with whom we come in contact in our business life, 
 but such is not the case. The customer who knows it 
 all about watches, jewelry and so on (and has looked 
 over jobber's lists shown him by jewelers who wished 
 him to see what a bargain they will give him in a watch), 
 should not be considered for a moment. When you meet 
 a man who begins to talk about what he can buy the 
 same thing for elsewhere, do not argue with him. As- 
 sure him of the difference in qualities which exist, and 
 that while you have no knowledge of what he has seen 
 elsewhere, you cannot believe that he can buy the same 
 quality goods for less money, and that he has probably 
 made a mistake. Then tell him if he can trust his 
 own judgment then he is safe in buying where he con- 
 siders it to be to his immediate advantage. Such ar- 
 
EVANS'S ESS A YS 
 
 gumeiits will generally land him, but if not, forget him 
 as soon as he has left the store. Then there is the 
 chronic kicker who always has a complaint to offer, but 
 who is way in the minority. There is a sure way to gain 
 more of the customers of the average type, and reduce 
 the others. Cultivate an independent spirit; one that 
 will make people respect you. Be a man. Be the pro- 
 prietor and manager of your own store. Treat all com- 
 ers alike as regards the price of goods or repair work. 
 Also make good all guarantees. Do not, however, allow 
 any one to compel you to make good broken parts which 
 do not come under your guarantee. Of course, there are 
 cases where concessions are necessary, but such should 
 be made voluntarily, without coerdon. 
 
 We must appeal to the average customer, because we 
 must have his trade whether we have t^ others or 
 not We cannot dqwnd on the rich alone as die ridi 
 man does not expect to pay until he gets ready. We 
 ^nnot appeal to the poor man because we will not sell 
 hun on credit, and he has not ahrays the ready cash. 
 The customers we are looking for belong to the great 
 middle class, for th^ buy more jewelry than the rich, 
 and they pay for it when they get it. 
 
 The avmge man is attracted by business conducted 
 on^ fair principles. The store which plainly marks the 
 price of each^ article and sells the article at that price, is 
 the store which holds the respect and patronage of the 
 average man. A man who is looking at a $io article 
 and offers $9 for it and is promptly taken up, regrets 
 that he offered so much and is dissatisfied. Had his 
 offer been met with the reply that the policy of the store 
 was to treat all comers alike, and that when an artide 
 was priced, it was priced with the amount which it was 
 to be sold for, and that one thing he could depend upon, 
 namely, that no man could buy that article for less than 
 he; would it not have resulted in the sale at the fuU price 
 
 EVANSES ESS A YS. 
 
 169 
 
 to a satisfied customer? If a store intends to sdl to 
 each customer at a uniform price why should it be neces- 
 sary to have the price in characters? Does it not more 
 surely impress a possible customer with the reliability of 
 the store to find that the selling prices are recorded in 
 plain figures? 
 
 The average man does not expect to buy goods less 
 .than cost, and you insult his intelligence when you tell 
 him that you sell goods less than cost. Instances could be 
 cited, showing where sales have been lost, when nearly 
 completed, by such remarks. The average man is fa- 
 miliar with the purpose of business and does not expect 
 things for nothing. So respect yourself and conduct 
 your business on lines which will compel the respect of 
 the average man. 
 
170 EVANS'S ESSAYS. 
 
 CHAPTER XLIV, 
 
 TH£ GOOD WILL OF A BUSINESS. 
 
 Methods by Which a Valwible Asset May be Built Up^ 
 Comtmf, Thoroughnei% Attention to Details and 
 Promptness Strong Factors. 
 
 W£ often read of one man selling his stock and 
 good will to a second man, and the thought 
 has often come to me, as to what the value of 
 
 good will is, and the several reasons giving it this value. 
 Good will is that part of a man's assets whose value can 
 only be estimated and never entirely appreciated. What 
 constitutes the difference in two stores in the same line 
 of business each carrying approximately the same stocks, 
 each situated as advantageously as the other, and 
 catering to the same class of trade? Why is it that 
 one store is taxed to its utmost capacity to handle 
 a constantly growing trade, while the other store has 
 plenty of room for improvement? Why is it that two 
 men, with equal education, equal capital, and equal op- 
 portunities, will arrive at such vastly different stations in 
 life? There ate certain fixed rules for success, to which 
 you can add, but you cannot substract therefrom and be 
 equally successful. As a means of winning and holding 
 tra4e (fair dealing always supposed) a man's personality 
 enters to a considerable extent. This applies to propri- 
 etor and clerks alike. The same magnetic qualities 
 which appeal to men politically also draw and hold them 
 in a business way. What constitutes the successful pol- 
 itician also constitutes the successful business man. A 
 man must know his customers not necessarily by name, 
 but he should have his eyes open when passing along the 
 street, so that he will not pass by the young man who 
 bought the diamond ring yesterday, aniT feels that he 
 
 EVANS'S ESSAYS. i;i 
 
 has an acquaintance with the jeweler, and expects to 
 speak to you as he meets you. If your attentions to him 
 yesterday have made him feel that you were not inter- 
 ested in him and his trade, aside from the immediate ben- 
 efits to be derived' from the present sale, he perhaps will 
 gain the idea that your friendly feding for him is merely 
 a matter of dc^rs and cents, and may result in his going 
 elsewhere the next time. 
 
 It is impossible that a dealer in any of the cities should 
 know any considerable portion of Ms trade by name, but 
 faces should be kept track of, for more reasons than one. 
 How many thefts have been committed right before the 
 eyes of the jeweler or his clerk, or both, and neither one 
 be able to give an accurate description of the visitor. 
 • The power of observation can be developed, and should 
 be. Courteousness to all comers, whether rich or poor, 
 educated or simple, influential or otherwise, always pays. 
 A man's influence often counts for more than his trade. 
 Who these influential ones are is hard to tell. Often 
 times the man who is apparently the most influential 
 would not think of recommending you to possible cus- 
 tomers, while others, pleased at your courteous treatment 
 of them, will go out of their way to do you a good turn. 
 Diplomacy is another valuable adjunct to a man's char- 
 acter. The value of being able not to argue or dispute 
 statements made, which are of no considerable import- 
 ance to oneself, is inestimable. How often a man will 
 take up the cudgel in defence of some political celebrity, 
 and thereby offend a possible customer. While believing 
 in a man having his pronounced views on all subjects of 
 importance in politics, either national or local, the writer 
 is deprecating the advancing of these opinions to unwill- 
 ing and unbelieving listeners, whose opinions are un- 
 changeable, and whose trade may be lost through such 
 conversation. 
 
 * Thoroughness is necessary to make a business founda 
 tion secure. Haphazard methods bring only temporary 
 successes. Attentiveness to business and detaib is nec- 
 
172 
 
 EVANS'S ESSAYS 
 
 essary. The habit of writing down just what a customer 
 wishes about repair work, so that when they call for the 
 ring which was to have a new setting or a new band, 
 they will not be handed the old ring repaired. We arc 
 none of us infallible, and the memories of most of us 
 are taxed too heavily to stand the continual strain of 
 remembering this and that little matter. It is but the 
 work of a minute to write down what is wanted, and 
 then you have it. So, too, about goods to be ordered to- 
 day, and promised to the customer in two days* time. 
 They call in for the article, and, by so doing, remind us of 
 the itact that we have never ordered it. We do so that 
 day of course, but perhaps they forget in their turn to 
 call for it, and the sale is lost. A memorandum at hand 
 to which to refer and a small card system will obviate 
 this breach of memory. 
 
 Hcmesty, truthfulness and sobriety are all necessary 
 to give a store a first-class reputation, and their necessity 
 are too well known to need comment. Promptness also 
 tends to give a store a run of desirable trade, which other 
 stores are unable to control through lack of this. 
 Promptness does not necessarily mean doing work any 
 quicker than you do now, but it does mean so systematiz- 
 ing your work, and arranging its accomplishment in such 
 manner, that each job is ready, when called for. It does 
 not necessarily follow that you must do work while peo- 
 ple wait, or while they are down street. Allow a suitable 
 time for the work to be done, and have it done then. 
 People are not in such a hurry for their work, but they 
 like to know when to come to get it, thus saving time and 
 energy. 
 
 All of these different habits of individuals tend to 
 make up the policies of the store, which creates a certain 
 friendly feeling for a store, which is of considerable 
 value, but which cannot be set down in dollars and cents. 
 A new proprietor of a store, by pursuing the same meth- 
 ods, may hold the same trade, or he may by an eiidre 
 change of tactics, lose the benefits accruing to that store 
 
 EVANS'S ESSAYS, 
 
 173 
 
 from its conduct by the first proprietor. People trade in 
 a store either because of its convenience of location, or 
 because of the way in which they are treated. Naturally 
 the store with the best location has the advantage, be- 
 cause tiiey can also work to hold their trade, but the store 
 not so well located can draw its share, if the fame of the 
 proprietor for fair, square dealing becomes known, as 
 it surely does. There may short cuts to success, but 
 the good old way is the best and most satisfactory to a 
 man's conscience after all. 
 
 In considering this subject it has been my aim to point 
 out that the good will of your customers is the princSpal 
 thing you should work for, thus building up a friendly 
 feelmg for a store itself, which makes it desirable that 
 a new comer should buy out an established business with 
 its good will rather than open up in a brand new location. 
 
174 
 
 EVANS'S ESSAYS 
 
 CHAPTER XLV. 
 
 FRIENDSHIP IN BUSINESS. 
 
 How a Friendly Greeting and Kindly AttitudA Helps One 
 With the Wholesalers — Acquaintances Turned Into Val* 
 uable F ri e nd s Courtesy Towards Competitoft. 
 
 WE are all apt to place too small a value on our 
 friendships, and never realize their importance 
 until we lose some of them. Personal friend- 
 ships should be cultivated. Acquaintance is not enough, 
 "A man to have friends should show himself friendly. ' 
 Be friendly. One never knows when he may have need 
 of friends, — not necessarily to loan him money, but to 
 speak a good word in commendation or defense of him. 
 . We should also strive to so conduct our affairs, and 
 govern our words and actions, that we will have the 
 friendship of the wholesalers from whom we must ob- 
 tain a large share of our merchandise. Be gentle- 
 manly to all comers. A man who uses all traveling 
 men as though they were interfering with his business, 
 and who acts in such a way that they can see that their 
 visits are not appreciated, cannot be said to have their 
 friendship. They would cease to call upon him if their 
 house did not insist. But how different with the jew- 
 eler who has a friendly greeting for all comers, and 
 who has the aibility to send them all away satisfied 
 with visit, whether they buy anything or not. 
 Such jewelers receive the best advice which the salesman 
 is capable of imparting relative to goods, and the prices 
 are generally right. 
 
 Then, too, there is the friendship of our brother jew- 
 elers. It pays to stand well with them. It costs noth- 
 ing, and does lots of good. How often a jeweler, 
 through jealousy, will make remaiics regarding his com- 
 petitor, ^t will make it impossiMe for him to call upon 
 
 EVANS'S ESSAYS. i75 
 
 competitor for the slightest acconunodatioa, even if 
 he is sorely in need of that favor. There are various 
 ways of courting the favor of brother jewelers, even 
 where not acquainted. If you have not in stodc what a 
 customer is seeking, and they are about to leave your 
 store, why not suggest to them that they try Blank's, or 
 Smith's. If they go there they will very likely speak of 
 the fact that you referred them, and the jeweler so bene- 
 fited may have occasion to return the compliment with 
 interest The writer had an incident of "bread cast upon 
 the waters" several years ago. A gentleman caller, com- 
 plaining about his glasses, mention^ the fztt that he had 
 bought them at another store, and requesting the writer's 
 OfMnion as to whether or not the glasses were right. He 
 was told that the firm he mentioned were perfectly hon- 
 orable, and would be glad to make right any errors in 
 fitting. He took the advice, and went back to the orig- 
 inal place, where the necessary correction was made, and 
 the customer satisfied. The customer mentioned the fact 
 to the optician that we had referred him bade again, and, 
 through this one act of courtesy, we were recipients of 
 many a referred customer for jewelry from the optician. 
 
 But the jewder derives most good from the friendship 
 of his retail customers. A friendly word spdken here 
 and there does worlds of good. One may Wow his own 
 horn all he pleases, and people will make due allowance 
 for all that he says. "Let another praise thee, and not 
 thine own sdf is good advice to follow, but suppose no 
 one praises you. A man must necessarily speak well of 
 himsdf, his business and his business methods, but if he 
 can only develop the faculty of making and keeping 
 friends, he will have pec^le working for him all the while 
 who demand no salary, and whose influence is practkally 
 unlimited in making sales. 
 
 A good many jewelers and other tradesmen, go to cer- 
 tain places, join organizations and churches, for what 
 they can get out of Qiem. Such people generally realize 
 but little from thdr misdirected efforts. People are will- 
 
1/6 
 
 EVANS'S ESSAYS 
 
 ing to serve you, but they do not like to feel that they 
 m bemg used, or tfiat they are valued solely for whi^ 
 can be gotten from them. 
 
 Every sdif-respectiiig person considers himself of a 
 certain amount of importance, and that his friendship is 
 worth having. This certainly is true. The retailer 
 should consider the light in which he views the traveling 
 representative who in his frequent trips is voluble in his 
 greeting, but who takes a hurried departure when he 
 finds out that there is "nothing doing." How differ- 
 ently we view the expected arrival of our friends in the 
 whdesale trade with whom it is possible to spend a few 
 minutes in conversation regarding current topics. 
 
 It is said that first imfwessions are the most lasting, 
 and we should strive to see that first, second and last im- 
 pressions are made to the effect that while we are in the 
 jcwehy busmess, it is still possible for us to spend time 
 conversing with people, without talking "shop." It is 
 no wonder that so many writers discuss the bad form of 
 talking "shop." There is a time for everything. We 
 should show our friends that we are interested in them, 
 in the things that they are interested in, and that we like 
 to know what their plans are for their summer vacation, 
 or winter trip, or what books they are reading, what 
 plays they have seen, and so on. A man, truly, cannot 
 depend upon his friends and expect to hold the trade of 
 all, but it has been the experience of the writer that most 
 friends are willing to give one a chance, but the jeweler 
 should encourage the calling of a friend at his store, by 
 showing them whatever they are interested in, and not 
 urging the purchase. Make it easy for customers gen- 
 erally, and friends particularly, to call and look. The 
 more people look at your goods, the more ^oods you will 
 sell. Therefore, encourage the lookers. Encourage the 
 friendly call, but never allow it to interfere with business. 
 A call of a friend will break the monotony of the day's 
 work, and your friends by calling will see your stock and 
 be able to recommend others, if there is nothing they 
 need themselves. 
 
 EVANS'S ESSAYS. 17; 
 
 CHIAPTER XLVI. 
 
 DO YOUR BEST, AND DO IT NOW. 
 
 An Easy Matter to Acquire the Habit of Carefulness — Don't 
 Procrastinate on a Disagreeable Matter — Avoid Slip Shod 
 Methods — Good Work is its Own Reward. 
 
 IN whatever you undertake to do, always do your 
 best. Tliis should be die rule of every one of us. 
 
 It is an easy matter to acquire the habit of care- 
 
 fuhiess or the habit of carelessness. Once formed, 
 either habit become part of a man's daily life. If 
 he has become accustomed to thoroughness, it is shown 
 in the manner in which he performs his duties. If 
 he is naturally careless it is shown in his conduct 
 and in his remarks. "That's good enough." We've 
 all heard it and doubtless all used it to a greater or lesser 
 extent When a man finds it necessary to offer himself 
 or his fellows an explanation or apology of this sort, he 
 knows that the job is not done as it should be. How 
 much better to spend a few minutes longer and then teU 
 oneself, "That's all right" Both are short sentences, 
 but eadi conveys a world of meaning and of two entirely 
 different sorts. Slipshod methods are never productive 
 of any good results. It is so easy to put off from day to 
 day needed work in various lines. If a job is brought 
 in which does not strike us as being a desirable one, 
 action will be postponed from day to day, until repeated ' 
 calls from our customer will make it imperative to make 
 a decided move of some kind. Perhaps we will get it 
 from our shop and hand it back with the ronaik that 
 it will not pay to fix, or something of that sort. Or 
 perhaps we will go ahead and do a different kind of a 
 job from that which was ordered (we in the meantime 
 having forgotten the exact orders given), and dissatis- 
 factioii ia the icsulL 
 
178 
 
 EVANS'S ESSAYS. 
 
 If we have a mean, disagreeable job hanging over tii, 
 let lis do as our advertising friends in the magazines ad- 
 vise, — "Do it now." It is wonderful how nuich of a 
 load is lifted from one's shoulders by conquering one 
 
 of these jobs. There is only one way to do work and 
 have it satisfactory to the jeweler and his customer: That 
 is, the right way. If we are not satisfied with a job 
 done, we should do it over and thereby "make assurance 
 doubly sure/' in order that our customer will be pleased. 
 It is not enough that the customer offers no complaint, 
 or a very slight one, and takes the work along. Some 
 people do not like to find fault and would rather take a 
 job to another store to have it done over again rather 
 than make a complaint. 
 
 What is the result, if a customer does take work, sup- 
 posedly done right at your store, to a competitor to have 
 it done over again? Comparison, so natural, between 
 your methods and those of your competitor, with the 
 odds in his favor will result. The natural inference of 
 the customer is that jeweler number two is the more 
 competent, whereas the real distinction may lie in the 
 halnts acquired, one jeweler being careless and the other 
 thorough. Their natural abilities being equal. Number 
 Two is bound to win out. So ofto we hear remaiks 
 that "this job does not hardly suit me, but IH show it to 
 the customer, and if he kicks, weH do it omJ* Do it 
 now. We none of us Uke the kickers, but after all is 
 said and done, the kidcers come pretty near getting their 
 rights. The Good Book tells the story of tiie widow and 
 the unjust judge, who finally granted her petition because 
 die "troubled him" sufficiently. 
 
 Every jeweler has more or less work which it is neces- 
 sary to send to other repairers who make a specialty of 
 doing difficult work, and who, by reason of more experi- 
 ence with such work, are more liable to have success 
 with it. The jeweler who sends his work to such repairers 
 does so because he expects his customer to be served bet- 
 ter, and as he has to assume the responsibility resulting 
 from such jobs, he should insist upon their being done 
 ri^ You cannot afford to lose customers as the re- 
 
 EVANS'S ESSAYS. 
 
 179 
 
 suit of others' negligence. You should be just as partic- 
 ular with such work as you are with your own, but no 
 more. Your customer, paying you your price for work, 
 demands satisfaction, and it is your business to give it! 
 Charge as much as may be necessary to cover the expense, 
 but he sure that it is well done. Never tell a customer they 
 would not be willing to pay for a first-class job. Always 
 talk to customers as though you todc it for granted that 
 nothing short of the best would suit them, and that the 
 expense is a secondary consideration. Every one of us 
 has listened to tirades against odier jewelers, regarding 
 methods and so-called unfau- treatment The wise man 
 takes no part in these discussions, but proceeds to learn 
 a valuable lesson therefrom. 
 
 While no human being can fdease some of the pe<^le 
 we run up against, one can come a good deal nearer pleas- 
 ing every one if he does his best. Articles sold should if 
 necessary be cleaned up without waiting for a customer 
 to request it. So, too, a case given with an article should 
 be spotless. Do not think that anything short of the 
 best will do. People buying articles often overlook small 
 imperfections, but upon later scrutiny these are brought 
 to light. If the jeweler has overlooked these, he is 
 blameless, but if he has knowingly sold an imperfect arti- 
 cle on the theory that the customer will not notice it, he 
 deserves any condemnation which they may be pleased 
 to bestow. 
 
 The satisfaction of a ^ood deed is often spoken of, 
 but it exceeds but very little the satisfaction of a well- 
 done job, whether it be of repairing or engraving, or 
 any small job around the store. "Be your own boss." 
 We see these words in the different magazines encourag- 
 ing^ the young and unsophisticated to' invest money in 
 businesses they are not acquainted with. But we should 
 work so that we will merit our approbation, and if we 
 make ourselves overseers of ourselves and can suit our 
 tadcmasters, we can come pretty near suiting our custo- 
 mers. 
 
i8o 
 
 EVANS'S ESSAYS 
 
 CHAPTER XLVII. 
 
 HAVE CONFIDENCE IN YOURSELF. 
 
 If You Don't Have Confidence in Yourself, Who Will Have 
 Confidence in You — Be Careful How You Make Prices, 
 But When Made, Stick to Them. 
 
 ** Know tlien thyself, presume not God to scan, 
 The proper study for mankind is man.'* 
 
 ONE who determines to become an athlete must 
 learn just what exercises he must practice in or- 
 der to develop certain sets of muscles : one ex- 
 ercise perhaps for the muscles of the back, another for 
 the chest, another for the forearm, and so on. It is no 
 wonder that after years of training we find some men 
 so wonderfully developed physically. A professional 
 man arrives at his station in life after years spent in pre- 
 paratory study, and in acquiring practical experience. 
 But what a difference in business life. A man will buy 
 a stock of goods and open up in business, sometimes 
 without any knowledge of the business, except where to 
 obtain his suppHes. Jewelers generally are better pre- 
 pared than most business men but all are lacking in 
 many points. 
 
 To obtain a full measure of success, certain qualifica- 
 tions are necessary. Having the qualifications, how are 
 we to impress our customers regarding our capabilities? 
 By practical demonstration, of course. But how are we 
 to obtain the opportunity to demonstrate our abilities? 
 We must show by our conversation and actions that we 
 are self-confident. People often ridicule the man who 
 thinks he knows it all, but they respect him just the same 
 for his self-confidence. If you had a case at law, you 
 would want a lawyer who had confidence in his abilities 
 to handle the case properly. If you had need of a sur- 
 
 EVANS'S ESSAYS. 
 
 i8i 
 
 geon you would want one who would go ahead without 
 unnecessary delay. People for the same reason bring 
 work to you, and, if you appear to understand your busi- 
 ness, they leave it in perfect satisfaction that they will be 
 attended to in a first-class manner. 
 
 In the sales department knowledge of qualities and 
 necessary profits is essential. If a customer asks a ques- 
 tion regarding qualities, he should be answered promptly 
 and mtelligently. If you have confidence in yourself, 
 and your buying abilities, and understand the marking of 
 goods, you more easfly obtain and hold the confidence of 
 your customer. A jeweler should always remember that 
 pcoiMe rely more or less on his judgment when they buy 
 from him, and that his reputation is at stake when he 
 mak^ statements relative to qualities. 
 
 A jeweler should know what profit he must ask on his 
 goods, in order to show a gain after his expenses are 
 paid. ^ The actual diflFerence between cost and selling 
 price is not profit. The legitimate expenses of the busi- 
 ness form a certain per cent, of the total receipts of the 
 business, which percentage must be added to the net cost 
 of the goods before the profit can be figured. After once 
 establishing your price, maintain it. Have confidence in 
 your prices. Your customer will respect you and your 
 methods more, and you will do business over and over 
 with him without his asking for a difference. 
 
 When the bicycle business was at its height the writer 
 was one day in a bicycle store awaiting his turn, and 
 heard a conversation between the cycle dealer and his 
 customer. At that time wheels sold for $125 down. 
 This dealer after showing one of the high grade wheds,' 
 showed a cheaper grade, with die remaik, "There's a 
 wheel we can sell you for a hundred dollars, or, on a 
 pinch, we can sell it for ninety." He did not have coa- 
 fidence in his price, and so quoted the lower price in the 
 same breath. If he made the sale, which price do you 
 thiok was paid? 
 
l82 
 
 EVANS'S ESSAYS 
 
 If we should take a glance over any one of the several 
 courses in hypnotism, we will learn that before we pro- 
 ceed further we must first learn to control ourselves. 
 This once accomplished, we can begin to exercise control 
 over others. If we wish to obtain the confidence of oiir 
 customers we must first have confidence in ourselves. 
 One way to develop confidence in ourselves is to be as 
 independent and self-reliant as possible; not independent 
 of advice, but having that ability to decide things for 
 ourselves. The person of wavering mind, who must nec- 
 essarily consult this one and that one before deciding, 
 and who is never satisfied then, cannot accomplish much 
 in this world. Neither, perhaps, does the hit-or-miss 
 style of doing business. A man should consider well his 
 business movements, but should learn to depend upon 
 himself. Make mistakes if necessary, but learn through 
 mistakes. Try not to make the same mistake twice. 
 That is improvement. The too cautious man makes few 
 mistakes but accomplishes little. The captains of indus- 
 try are those who have had confidence in themselves and 
 have gone forward to victory after victory. 
 
 Mistakes made in quoting prices on repair or new 
 work form an education valuable in the extreme. If we 
 lose a dollar on a job, we'll remember it whenever we see 
 a job of like style and will give a price accordingly. If 
 a jeweler states a positive price to a customer, the writer 
 believes that he should hold to it, even at a loss, as it is 
 better to lose in money than in reputation. You may 
 never have a similar job to do for that customer, and if 
 you do, it is not necessary to do so at a losing price. 
 
 Always talk confidently about business in general, and 
 your own in particular. Never express any doubts as to 
 the outcome of business. If asked for special discounts 
 or terms, and you can refuse and look the man straight 
 in the eye, he believes you, that you cannot afford to do 
 it. This is confidence. Have that same confidence in 
 yourself. "Virtue is its own reward.'* • 
 
 EVANS'S ESSAYS. 
 
 183 
 
 CHAPTER XLVIII. 
 
 LUCK OR PLUCK— WHICH WINS? 
 
 In Most Cases All the Argument is in Favor of Pluck — The 
 Man Who Works Hard and Enthusiastically for His 
 Employer or Himself Usually Wins. 
 
 JEFFERSOfN, in the Declaration of Independence, 
 held that "all men are created equal." Eighty- 
 seven years later Lincoln declared the negro the 
 white man's equal, in so far as the rights to liberty and 
 the pursuit to happiness. All men, however, are not 
 equal. Given the same talents, two men ought each to 
 accomplish practically the same amount of work, if en- 
 gaged in the same occupations. Two boys, each equally 
 bright, each able to learn his lessons, without especial 
 effort, and who never fail to rank well on examinations, 
 finally graduate and enter business life, each in relatively 
 the same position. Twenty years later finds one still 
 holding down the same position, while the other is the 
 head of a large manufacturing business. Wherein lies 
 the diflPerence? Perhaps the man in the smaller posi- 
 tion believes that he is a creature of circumstances and 
 his friend a child of luck. So often we hear people 
 speak of a successful man as being lucky, or that every- 
 thing he touches turns to money. Luck very seldom 
 places a man above his fellows, while pluck almost 
 always does. A man who depends upon luck sel- 
 dom amounts to much in the btusiness world. He be- 
 longs with the self-satisfied person, who relies on 
 his own superficial knowledge and upon being able 
 to bluff his way though. Men of this calbre must 
 necessarily fail sooner or later. Not so he who is plucky 
 and understands that no man pays an emf^oye any more 
 or keeps him any longer than his services are worth a 
 certain stun more to his emphyer than what he is paying 
 
i84 EVANS'S ESSAYS 
 
 him. Such a young man, while congratulating himself 
 upon securing a position with a first-class firm, does not 
 consider the battle won but just begun. He intends to 
 make sure of his present position to-day and of a better 
 one to-morrow by being thorough in his work and by 
 constantly improving himself. The man who is valuable 
 to his employer is he who is competent and who is willing 
 to assume responsibility, and he it is to whom the em- 
 ployer lodes when changes in the personnel of the staff 
 makes possible and necessary promotions along the line. 
 
 AH of us are anxious for worldly success, in so far as 
 the desire is within us to be able to spend large amounts 
 in various channels, either in travel to distant lands or 
 within our own borders, or in home building, or whatever 
 our enthusiasm tends to. But he whose ambition for 
 success begins and ends with '1 wish" never acquire* 
 the success for which he pines. It is he who, while he 
 hopes for future greatness, sets about nuddng that great' 
 ness possible; who, while holding a subordimite positiofi, 
 hy wofk and study fits himself to fill the advanced posi- 
 tion with the attractive salary whidi he craves. Fluck 
 gets the advancement, while lode tarries bdund. While 
 most of the readers of these articles are their own bcMses, 
 still the same rule apf^es to them. It has been said 
 "that if a man can do something better than anyone 
 else, he can do business in the middle of a prairie." TTiis 
 may seem improbable, but it serves only to illustrate the 
 importance of thoroughness, which to my mind is but 
 the natural result of pluck. The man who depends 
 upon ludc is apt to acquire a procrastinating halut. He 
 waits a day or so, expecting that he will feel more like 
 it or it will come to him. Pluck manfully tackles any- 
 thing. Too many fail through lack of thoroughness. 
 Their natural abilities and their opportunities equal those 
 of their apparently more fortunate brethren. 
 
 Thoroughness means effort, and this some of our 
 young business men are not desirous of making. To- 
 day I heard the remark that if we were all millionaires 
 
 we would all starve to death, because there would be no 
 
 EVANS'S ESSAYS. 185 
 
 tillers of the soil. AH would wish to take things easy 
 and merely live upon the interest resulting from their 
 investments. So it is well that we have to work to sup- 
 port ourselves. 
 
 Some men, however, can woik well for others; better, 
 in fact, than they can for themselves. Why is this? 
 It would seem that a man would woric harder when the 
 results of his labor went to himself rather than to an- 
 other. Is it because a man feds that he has reached 
 the summit when he has a sign over a store, vnfh his 
 name blazoned upon it, and has a complete outfit of letter- 
 heads and envdopes, billheads and statements, and now 
 feels ihait after being confined to certain hours for so 
 long he will get down a little later in the morning, take 
 a little longer for dinner and sui^)er, and take other little 
 liberties with himself which were impossiWe when he 
 was employed by another. These liberties, perhaps 
 harmless in themselves, are hurtful in the end, as they 
 encourage laxity and carelessness. Then, too, in many 
 establishments it would mean a loss of time of his em- 
 ployes while he killed time himself. 
 
 A man must have self-respect if he wishes the respect 
 of others; so, too, he must be as faithful to his own in- 
 terests as he would to those of another if he would have 
 success. People watch you when you are in business 
 for yoursdf. If you are employed by another, it be- 
 comes a question of satisfying him, but as your own em- 
 ployer you must satisfy the multitude. Many hold aloof 
 until the pluck of the new jeweler has demonstrated 
 that he is in the field to stay, and then they will bestow 
 the patronage which was withheld when most needed. 
 
 Pluck, while convincing one of the positiveness of 
 ultimate success, encourages one to persevere in his 
 determination to succees, and through perseverance^ a 
 man achieves thoroughness and the ability to await with 
 patience the results of his labors and to work while he 
 waits. Lack of ability doubtless holds many down, but 
 lack of thoroughness and lack of a willingness to win 
 success on our merits shuts the door to many more. 
 
I86 
 
 EVANS'S ESSAYS 
 
 CHAPTER XUX. 
 
 COMPARING NOTES PROFITABLE. 
 
 How the Exchange of Views Among Jewelers May Prove 
 of Mutual Advantage — Don't Ignore Your Compctitort 
 —To Your Friends, Be Friendly. 
 
 OMPARISON suits us." How often we hear 
 \^ those words, or those other words of like 
 meaning, "See our goods and compare our 
 prices with others before purchasing." Whether or not 
 it is because of this continual agitation to compare, we, 
 the public generally, unconsciously make comparisons of 
 different kinds. We compare this house with that; the 
 pavement on this street with the pavement on the next ; 
 this church and its pastor with its neighboring rival ; and, 
 also, we con^re this store with the other, and thus 
 we will hear a man advised by one friend to have Smith 
 repair that French dock, and, later in the day, to re- 
 assure himself that he is going to do the proper tiling, 
 he asks another friend what he tMnks of Smith as 
 a repairer, he may be tdd to keep away from him. 
 Such comparisons are not always pleasant or profitable, 
 but there are ways in which comparison can be made to 
 give us necessary assistance. One way is by comparii^ 
 notes with our fellow-craftsman. Of course, as a pre- 
 liminary to such comparison, a friendly acquaintance is 
 necessary, but this is easy enough to obtain and hxAA. 
 
 In cities where organizations of jewelers exist, it has 
 been found mutually profitable to interchange views cm 
 different trade topics at the meetings. But it is not 
 necessary to await the formation of a jewelers' club to 
 begin to compare notes with our tradesmen. It has been 
 said that jewelers are loath to part with information they 
 have acquired, preferring to keep that knowledge secret 
 and as part of the assets of their business, believing that 
 
 EVANS'S ESSAYS 
 
 187 
 
 others can find out these things for themselves in any way 
 that they can. But have these people who figure that 
 way ever stopped to consider that perhaps the man sit- 
 ting next to them, feeling friendly and cheered on to do 
 it, because of the first man's generosity in imparting 
 valuable information, may go him one better and doubt- 
 less tell him something worth dollars to him ? 
 
 It is a good habit to form of dropping in to see our 
 competitors occasionally, as it gives an opportunity to 
 correct false impressions regarding our methods of hand- 
 ling and treating customers, or reported statements said 
 to have been made by us regarding our competitors. 
 With some dealers (who, perhaps, are not acquainted 
 with you) the fact that a customer says that he can buy 
 a certain kind of watch from you for a less price than 
 is asked by your competitor, will result in permanent cut 
 in price of that article and the creation of a bitter feeling 
 toward you. If you are in the habit of dropping in once 
 in a while to see him, he will feel well enough acquainted 
 to ask you whether or not you sell goods at such and such 
 prices and an opportunity will arise for comparisons and 
 a strengthening of confidence in the prices quoted. 
 
 Another important feature not to be overlooked is the 
 fact that friendly competitors are enabled to ask questions 
 of each other which, asked by an unfriendly one, would 
 be deemed intrusion or undue curiosity. For one thing, 
 the man who is not acquainted with his competitor, and 
 whom we will designate as A, will see in B's window a 
 line of goods which he (A) does not carry in stock. 
 From time to time he will notice them, and, perhaps hav- 
 ing a call or two regarding same, will decide to put in 
 a line, fondly imagining that he is going to get his share 
 of that business, and that B will not have it all. But 
 if he were on terms of conversation with B, and could ask 
 him in regard to the sale of ^ose goods, he perhaps 
 would find that it was a dead line and would save himself 
 the folly of an investment In this way he would save 
 many dollars as the profits of his brother jeweler's ex- 
 perience and advice. "A man to have friends must show 
 
EVANS'S ESSAYS 
 
 himself friendly," so a man who wishes to learn must be 
 also willing to impart. Business conversation is not wast- 
 ing time. Whatever will help you make yourself a bet- 
 ter business man and to run your business better, be it 
 
 -'7 
 
 large or small, is profitable usage of time. Improving 
 oneself is a satisfactory occupation and we can all stand 
 it. 
 
 There are other comparisons equally profitable. Com- 
 paring the appearance of our store with another either 
 will encourage us regarding its condition or will stimulate 
 us to improve its appearance. Then, too, the habit of 
 having records at hand regarding the previous year's 
 business, so that if things appear slow, we can easily 
 refer back and perhaps find that we have either made a 
 substantial gain or are still holding our own, or that the 
 iblling off is scarcely worthy of notice. 
 
 Then another valuable comparison is that of goods 
 bought frwn different concerns. While the writer does 
 not advocate the judgment of a concern or its prices from 
 <Mic CMT two articles, yet, if different houses have their 
 different leaders it is to oor advantage to take advantage 
 of them. The more tmsiiiesslike you are, the more' you 
 are respected by all and the better your credit will be. 
 There are some things the small dealer cannot well emu- 
 late about his larger competitor, because of the e3q>en8e. 
 He cannot take hu-ge spaces in the newspapers to tell his 
 tales of the wonderful fairyland existing at his store, 
 and with beautiful goods, only waiting for some one to 
 come along and produce the medium of exchsmge to ob> 
 tain possession of them. He cannot distribute flowers 
 and potted plants; he cannot have aftemoon band con- 
 certs. But he can follow the big concern in attending 
 to customers promptly ; in answering promptly and cour- 
 teously, out-of-town inquiries regarding goods; answer- 
 ing letters frcMn his creditors; paying bills promptly, if 
 he has the money, or notifying his creditors when ht 
 expects to have the money. 
 
 EVANS'S ESSAYS. 
 
 CHAPTER L. 
 
 EVILS OF PROCRASTINATION. 
 
 The Habit of Postponing Jobs of a Trying Nature is Easy 
 to Acquire and Hard to Shake — How This Applies to 
 the Jeweler— "Do it Now." 
 
 (4 T3ROCRiASTINATION is the thief of time." 
 \ How familiar this saying is, and how true ! 
 Ajnd yet, how few there are who thoroughly 
 realize it. We often read of misquoted proverbs, or 
 twisted proverbs, but in more cases the meaning rather 
 than the wording is misunderstood or changed. It is 
 an easy matter for two men to read articles, and each 
 one put a construction on it differing greatly from tiie 
 odier. Regarding procrastination, one should consider 
 whether his burden is lessened or increased by prac- 
 ticing it ; whether the putting off to some more con- 
 venient time, jobs of disagreeaUe or trying nature, does 
 not increase our load; because, in addition to the fii^ ac- 
 comi^istoient of the work, there also looms up before 
 our mind's eye the continual vision of the necessity of 
 its accomplishment Are we gainers or losers by pro- 
 crastinating? The habit is an easy one to acquire, and 
 a hard one to slmke. We hear so many, when ddkd to 
 do a job, answer, "in a minute." Why not come at once. 
 "In a minute" is but die forerunner of "I'll attend to that 
 to-morrow. 
 
 We should reason with oursdves thusly: If to-day 
 we are so busy that we feel like yielding to the tempta- 
 tion to put a few jobs over until to-morrow, and if to- 
 morrow may bring with it more and maybe harder wock 
 to do, and we put over a still larger amount of work for 
 the second day following, when, for goodness' sake, will 
 we ever catch up? The consciousness of tmfinished work 
 
EVANS'S ESSAYS. 
 
 hangs over one like Damocles' sword, which we are told 
 was suspended above his bed by a single hair or thread. 
 •TJneasy lies the bead that wears a crown," and so also 
 docs the head of the procrastinator. There is no satis- 
 faction in leaving for home early, when we know full 
 well that there be numerous claimants for our atten- 
 tion staring us in the lace when we arrive in the morn- 
 ing, and haunting us during the quiet hours of the nigfat 
 Such thoughts are necessarily confined to the business 
 man who has the wdfare of his establishment at heait, 
 and who cannot forget the way that he left thmgs when 
 he started for home at night 
 
 When we see how easy it is for us to faU into the habit 
 of ddaying about attending to affairs, it is no wonder 
 that the writer of magazine advertisements brings his 
 eloquent plea to a close with a gentle reminder to "Do 
 It Now." We need to have that firmly impressed upon 
 our minds, and it would be a good idea to have a agn up 
 over our desks to that effect The writer had this sub- 
 ject suggested to him by his own intention to put over 
 work for another day, which itook but ten minutes' time 
 to accomplish. Once done, it requires no further worry 
 or thought. Our energies are ready for ooslau^ts in 
 other dir^ons. A few unimportant matters may so 
 weigh us down that our minds are not free to gra^ op- 
 portunities or solve proUems which demand the very best 
 that there is in us. 
 
 When you receive a package of goods by express,^ or 
 select from the traveler's stock, lose no tune in placmg 
 these goods in stock. The sooner this is done, the sooner 
 you will begin to sell them. Unopened packages in your 
 safe or drawers filled with desirable goods, unmarked 
 and unseen, will fail to bring even one dollar to the till, 
 but the same goods, marked and placed promptly in the 
 show-window, may result in many sales before others 
 have begun to get ready to show the same lines. Of 
 course, circumstances alter cases, and it may be impos- 
 
 EVANS'S ESSAYS. 
 
 sible to attend immediately to such matters, but we 
 should make it a rule to have all goods received marked 
 and in stock, within twenty-four hours after their arrival 
 in our store. A job promised for to-day should be got- 
 ten ready as early in the day as possible. Have your 
 word good as your bond. Disappointed customers mean 
 dissatisfied customers, disgruntled customers, disagree- 
 able customers. By avoiding the foUy of procrastina- 
 tion, we avoid meedng many of these customers of the 
 "dis" variety. 
 
 Then, too, every store takes in a certain amount of 
 work which must be sent away. Either because of the 
 kind of work, and the store's inability successfully to 
 handle it, it must be sent away, or because of the fact 
 that the goods are comparatively new, and must needs 
 be sent to the factory. In either case, to ensure its early 
 return, prompt action is necessary. If we hold the job 
 for three or four days before sending it away, periiaps, 
 in the meantime, the customer will have called, in an ex- 
 pectant manner, and left in a disappointed manner. 
 Then we will take the same time as would have been 
 originally required to do the job, and will send it away, 
 and eventually receive it back, in the meantime putting 
 the customer off from day to day. All this might have 
 been saved by prompt action on our part. Do it now. 
 Then it's off your mind. 
 
 You have a letter to write, which will take consider- 
 able thought and planning about its contents. What do 
 you gain by putting it off? Perhaps the final recipient 
 of the letter is awaiting its receipt with interest or 
 anxiety. 'Twill take no longer now to do it than it will 
 to-morrow. Do it now. Keep your woric well in hand 
 and under control Then you can diivc your wofk, and 
 not have it drive you. 
 
 System is the cry of the age, and it is well that it is so. 
 The habit of doing things in a systematic manner, once 
 cultivated, simplifies to a great extent the woric of con- 
 ducting a business, be it great or smalL 
 
192 EVANS'S ESSAYS. 
 
 If we could all come to a realizing sense of the fact 
 that we do not gain anything at all by putting off from 
 day to day work which should he done at once, we will 
 have accon4:4i^ied the first step necessary in reducing 
 the evil of procrastination. 
 
 If you have to see a man on a disagreeable errand, bet- 
 ter do it at c»ice. You'll not feel easy until you have seen 
 him. Perhaps the job will not prove as bad as you an- 
 ticipated. Anticipation is generally greater tiian realiza- 
 tion. Make yourself another business motto, and live up 
 to it. "Do it now," and everything will move akmg 
 easier and better than before. 
 
 EVANS'S ESS A YS. 193 
 
 CHAPTER LI. 
 
 FORC£ OF EXAMPLE. 
 
 As Everybody's Example is Followed by Someone, Ours 
 Should be Good—The Proprietor Should Set His Em- 
 ployes an BxamiriA of ThorooilmMM, Ponctnality, Cour- 
 tesy snd Industry* 
 
 WE little know of how much knportance our ac- 
 tions are in influencing others. We all of us 
 have an influence which we can exert for good 
 or ill, as it pleaseth us, but aside from that and indepen- 
 dent of it is the effect produced by our actions, whether 
 at work or play. Each man has his model or ideal of 
 what he would like to become. Sometimes a man will 
 make as excuses for his own misconduct or shortcom- 
 ings, that so and so does the same thing. The man 
 spdcen of may be the one whom he has chosen as his par- 
 ticular guiding star in the pathway of life. The man 
 ^loken of must stand well in the community or he would 
 not be brought up as citing an instance. When we were 
 attending sdxx^, there were certain men whom we inad- 
 vertently selected as our own particular heroes. Wash- 
 ington and Lincdn had places in the lists of all. Daniel 
 Webster was my particular hero, and yet one would prob- 
 ably fall short of the maik of perfection were he to fol- 
 low Webster in all things. His gigantic intellect pre- 
 cludes our following him into the r«ilms of oratory and 
 debate, but perhaps we could adopt some of his failings 
 easily. We should take care that our examples set fin- 
 others to follow are good ones. 
 
 This applies partioilarly to those who a]% men of au- 
 thority, men who have others under them, whether it be 
 one man or a hundred. The example of the boss about 
 many things wilt be watdied and fc^wed. This will all 
 
194 EVANS'S ESSAYS. 
 
 have its effects on the store system. If the employer ex- 
 hibits signs of hudty in management, it will mean a sim- 
 ilar laxity on the part of each employe, thereby greatly 
 diminish^ the efficiency of the store for trade-winning 
 and trade-holding. The personality of each employe of 
 a store reflects to the public outside the diaracter of 
 the store. A store well kept up, and wdl conducted, will 
 have a large percentag-e of its trade because of Ae con- 
 fidence customers feel in the store, and because of Ac 
 worth of the store's name on the box or case given with 
 the article purchased. Some people trade at one partic- 
 ular store because they believe they can buy cheaper 
 there, but most people trade at a store because of good 
 treatment and confidence. We should cater to the latter 
 class because they merely wish to receive value received 
 for their money, and expect that one will make a profit 
 oa the transaction. 
 
 Let us illustrate the power of example of an employer 
 to his employes. The boss is seated at the bench when a 
 customer enters. Perhaps he turns around to see who 
 came in, or perhaps he glances into the glass in front of 
 him. In either case he continues at his work, leaving the 
 customer standing awaiting his pleasure. Perhaps his 
 discourtesy to the customer leaves the latter time to think 
 about it, and when the jeweler gets around to waiting 
 upon him, instead of asking to see the article he intended 
 to he will make some trifling inquiry and leave, going at 
 once to another store. Granted that the jeweler could 
 not immediately leave the work which he was doing, he 
 should either call another clerk, or ask the customer^ to 
 please wait a minute or two, when he will wait on him. 
 Clerks notice how the proprietor attends to customers 
 and easily adapt themselves to his methods. So, we find 
 some stores, that if a customer enters, he may have to 
 wait until a clerk finishes a conversation with a friend or 
 one of the other clerks, before he can be attended to. 
 The writer, not long since, stood in a store witfi Arec 
 Others ahead of him, waiting for the derk to fini^ a coo- 
 
 EVANS'S ESSAYS. igS 
 
 versation over the telephone, which conversation was of 
 a personal nature and could have been finished later. 
 
 Then again, a proprietor, manager, or foreman, who 
 is thoroughly in earnest, and who places a time limit 
 upon himself for arriving at the store, for leaving the 
 same, and the length of time he will take for meals, and 
 living up to the same, will encourage the same habits of 
 diligence among his employes. Few employes there are 
 who will take more from their employer in the way of 
 absences from the store, than he allows himself, because, 
 for very shame's sake, if for no other worthier motive, 
 they will keep pace with him. Then, too, clerks serve 
 more faithfully the man who is faithful to his own in- 
 terests, because of the fact that he knows how they are 
 working; knows just who are most faithful to his inter- 
 ests, and whom he should promote when there is oppor- 
 tunity to do so. 
 
 It is a good deal more satisfactory for store help to 
 hear the proprietor say, "Come boys, let's clean up, to- 
 day," rather than "Get at this job, and see how quick you 
 can get it done." A hard working boss can accomplish 
 more and get more out of his help than a hard driving 
 boss. Therefore a man who wishes his help^ to live up 
 to certain rules must himself adopt the same code. If he 
 wishes them to be on hand promptly in the morning, let 
 him be as prompt. Whether he gets down as early as 
 they or not, the time he sets should be lived up to. If 
 he wishes them to be truthful, he should be so also. And 
 so we might go through the list of necessary qualifica- 
 tions for business success. It has been well said, "If you 
 wish a thing done, send some one, and if you wish it 
 done well, do it yourself." If a man does not do the 
 work in his own store, he should know whether a job is 
 done right or not. It is not necessary that he look over 
 every job every night, but he should occasionally do this, 
 as it will encourage the hatnt of thoroughness among his 
 help. In all factories inspectors of the woik are neces- 
 sary. This is realized thoroughly, and men are wdl pai4 
 for doing nothing else. 
 
196 EVANS'S ESS A YS. 
 
 CHAPTER LII. 
 
 MAKING A SALB8MAN. 
 
 Some Interesting Thoughts Regarding the Qualifications 
 Necessary for Success in Selling Goods— Experience, 
 Study and Tact WiU Help the Salesman Materially To- 
 ward Success. 
 
 ^ J TQ QETS are bora, not made/' Salesmen may 
 happen in the same way. Some men and 
 
 boys are certainly bom salesmen, because 
 they are able, without special preparation of any kind, 
 without educational or conversational ac(iuircments, with- 
 out knowledge of men or affairs, to sell i;oods. Such 
 salesmen are born such, but there is a question whether 
 salesmen of this type ever rise to any important position. 
 In this day we hear many arc]^umcnts, pro and con, re- 
 garding the value of a college education to one who 
 expects to engage in business, but it seems to me that, 
 all other things being equal, natural abilities, habits 
 and so on, the man who is the best educated will win out 
 easily. Each man may know just as much about the im- 
 mediate business in which he is engaged as does his com- 
 petitor, but Ithat is not the whole of it. Tn calling upon 
 trade, or in conversing across the counter in the retail 
 jewelry store, much conversation must be carried on 
 which is of a desultory character. Topics of the day are 
 discussed by customers in a store, and one should be able 
 to express himself intelligently on them. If one does not 
 appear to wish to talk except about his own business and 
 what he has for sale, many customers will feel that your 
 intercst in them is only so far as you expect to get money 
 from them. We are all of us after the ahnighty dollar, 
 but we should be able to look further than the end of our 
 
 EVANS'S ESSAYS. 
 
 197 
 
 noses to obtain it. We should all of us exert ourselves 
 to create and maintain a favorable impression with all 
 who meet us, even in an informal way. We little know 
 when we will need a good word spoken for us, or who 
 among our friends and customers may be the first to have 
 the opportunity to speak it. That man who was in your 
 store to-day, and acted as though he thought all jewelers 
 were highwaymen in their charges, may, after leaving 
 your store, converse with a man who perhaps has been in 
 your store, but who has never spent a cent in it, but has 
 formed a good opinion of you from general conversation 
 wfth you. Because of this favorable c^nion, he is able 
 to put the intending buyer in the proper frame of mind 
 to again call upon you, and then you are able to complete 
 the job which you set out to do in the first place. 
 
 There is one way in which all of us can improve our- 
 selves, and by such improvement make ourselves better 
 salesmen. That is to have a better knowledge of our 
 goods ; the ability to distinguish qualities, and to be able 
 to point out differences in goods, which will account for 
 differences in prices. Then, too, if we are familiar with 
 the goods, we will be able to answer questions asked by 
 inquisitive people who wish to know what they are buy- 
 ing. Then, one can also talk in such a clear, concise 
 manner that many questions will be unnecessary. How 
 cheap it makes one feel to be a^ed questions regarding 
 one's own goods which one cannot answer. Granted, 
 thai many people will ask fool questions which no one 
 can answer, all questions are not of that character, and 
 of whatever kind they are they should be answered ac- 
 cordingly. 
 
 Then, again, some customers have very little to offer 
 in the way of conversation when looking at goods. This, 
 then, makes it necessary for the salesman to know when 
 to talk, and when not' to. It is an easy matter, compara- 
 tively, to maintain a discreet silence, while a customer is 
 talking, but he is wise indeed, who knows when to main- 
 tam sSence, and give the customer time to meditate. 
 
EVANS'S ESSAYS 
 
 Then again, one should not try to force his opinion as 
 to just which article is the prettiest, because, he may not 
 strflce the one which the customer has inwardly decided 
 upon. In conyersalion with a cut-glass salesman lately, 
 the topic of varying tastes was introduced, and he said, 
 thait he had found tastes to differ to such a degree that, 
 when showing his line now, he never singles out any par- 
 ticular piece to speak of its beauty, but speaks in general 
 terms regarding the entire line. This, he said he had 
 found to be the best method, as perhaps his taste would 
 differ so much from his customer's, that the latter might 
 think he was trying to unload upon him undesirable pat- 
 terns, or goods which bad not sold as well as others. 
 Sometimes, however, if one can notice a customer lean- 
 ing toward one particular article, and can say just the 
 right word, the sale is consummated. 
 
 One should endeavor at all times to improve himsdf.' 
 We are told that it is impossible to stand sdll. We must 
 either advance or re'treat. None of us wish to go badc- 
 ward. We all wish to earn more money rather tiban less. 
 
 Whether we work for ourselves or for others, we must 
 use aU posaiMe means for develc^ing oor selling powers. 
 The power of convincing a customer as to the several 
 reasons why it is to his interest to purchase at your store 
 in preference to others. Our persuasive powers can also 
 be developed. The same methods which make the suc- 
 cessful politician can be emulated by the seeker after suc- 
 cess in the business world. Do not antagonize a cus- 
 tomer. Make him to see things in your light, through 
 persuasion rather than argument 
 
 While correspondence courses are now offered in every 
 line oi wofk, including salesmanship, yet experience is 
 the best teacher after all. But we can adl of us profitaUy 
 spend a half -hour weekly, perusing the trade papers 
 which come, t<^;ether with other business and advertisii^ 
 magazines. Whether you can agree with all the state- 
 menits made in the articles does not matter. It makes 
 you tlunk to read aiticks relating to your business, and 
 
 EVANS'S ESSAYS. 199 
 
 the more you think the more apt you are to improve 
 yourself along the lines which promise most to you in 
 the way of financial returns. Some men are satisfied to 
 run a little store, which shows no signs of improvement 
 as the years go by. They are satisfied with a small in- 
 come, believing that the difference is made up in being 
 one's own boss. Not so, however, the progressive mer- 
 chant. He is working each day with interest, with en- 
 thusiasm, and with industry, trying to make each week, 
 each month, and each year, surpass in financial returns 
 the similar periods in years that are past. Progress and 
 improvement are the watch cry of the age, and one must 
 either keep abreast of the times, or he soon becomes a 
 "has-been" in the business world. 
 
200 EVANS'S ESSAYS. 
 
 CHAPTER LIII. 
 
 THE PROPER USE OF TIME. 
 
 If '^ime is Moaty," We Should be If ort Carcfol of Our 
 Expenditure of Time— SfttematiM Your Days as Much 
 as Possible— Derote Some Time to Mesding and 80019 
 to Rdaamtioii. 
 
 ^Xnr^IME is money." We hear this quotation often, 
 I and doubtless each of us has used it on more 
 than one occasion. The expression is all right. 
 Although used so frequently, it is doubtful if we realize 
 that it is as true as anything can be. Time Is money to 
 the man who as busy, and is anxious to learn and im- 
 prove himself Time is money to the business man and 
 to the professional man. Time is money to the labor- 
 ing man, even more so than to any of the others. The 
 late Speaker Reed once brought out this trutli in a 
 political address, when he said that a laboring man must 
 sell to-day's labor to-day, or it is forever lost. It is dif- 
 ferent with the business or professional man, because if 
 he loses a day, perhaps the next day will be so much bet- 
 ter than the average that the lost day will be made up. 
 But we should consider the fact that he who accomplishes 
 most in life is he who is the busiest. We often hear it 
 said that if you want a thing attended to, get a busy man 
 to do it, because of the very fact that he is so busy he 
 must so phm his time that he has time for doing every- 
 Mng he undertakes to do, whereas, the man with little 
 on his mind develope the bad habit of slackness, an l 
 therefore docs not attend to the little which he has to do. 
 
 If we realize that time is money, we will become more 
 careful in our expenditure of time. We generally give 
 some thought to our expenditure of money, because our 
 
 EVANS'S ESSAYS. 201 
 
 resources of that character are limited, but of our time, 
 of which each is given the same amount, we are careless 
 in the extreme. The story has been told of one of our 
 American humorists, who had stopped at a hotel for sev- 
 eral days, and when his bill was presented to him, he in- 
 formed the proprietor that he was out of funds, but that, 
 as time was money, and he had plenty of time, he would 
 willingly stay at the hotel as many days as the proprietor 
 thought wouid reimburse him for the bill. In an instance 
 of that kind, time is not the same as money. 
 
 How many people are there connected with the jewelry 
 business who are trying, in any manner, to make them- 
 selves better business men and betted educated men than 
 they have been? How many of us take the necessary 
 amount of outdoor air and exercise which we should 
 in order to keep ourselves in good shape. We have 
 been informed by Osier that a man is a has-been at 
 40, and should be chloroformed at 60. There have been 
 numerous arguments as a result of the assertions, and 
 many instances have been cited to show that men well 
 advanced in years, many of them over 80, have been a 
 power in the world of business, finance and politics. Nev- 
 ertheless, it seems to me that while a man accomplishes 
 most peiiiaps after the age of 40, and he has not until 
 then reached a point where, from past experience and long 
 study, he is qualified to give advice and lead great move- 
 ments, yet he must have prepared himself for all this in 
 the years and years previous. If we expect to accom- 
 plish anything in this life, let's get about it now. 
 
 We should endeavor to divide our time in a proper 
 manner, setting aside a certain portion of -each day for 
 reading and a certain part for exercise, and a certain part 
 for being at home or attending the theatre or other place 
 of amusement with our families. Reading is necessary, 
 as a man penned up in a little store by himself becomes 
 narrow, and he needs to read of the outside world and its 
 dmngs, because it broadens him out and shows him that 
 
202 
 
 EVANS'S ESSAYS 
 
 he is but a small atom in this whirling mass of human 
 beings. There is a time for everything, if we have sys- 
 tem about our work. A man should work while he does 
 work, and when he is away from work forget it for the 
 time being. 
 
 There are courses of reading such as the University 
 Extension and like courses, which suggest certain lines 
 which one may read, and pursue an intelligent course of 
 reading. These, together with our great public libraries, 
 our Y. M. C. A.'s, our churches, our fraternities and our 
 clubs, all offer means of relaxation from the cares of busi- 
 ness, an^ while we are taking a needed change, we are 
 also helping ourselves and others. 
 
 We sometimes hear small business men say that they 
 cannot spare time from their business to take this trip or 
 that, or attend a conventicm, or anything at all which will 
 take them from their stores. Such men should read of 
 the journeys of a man like J. P. Morgan, whom all rec- 
 ognize as a leader and a power in £e financial world. 
 We read of his trips abroad and of his purdiaset of this 
 or that; now a painting, and again some novelty in the 
 way of bric-a-brac, which perhaps he presents to some 
 museum of art This merely illustrates that a man needs 
 relaxation of his mind. The buying of such articles 
 forms a pastime with him. Men of this class return to 
 their labors with renewed vigor and renewed enthusiasm. 
 We who from force of circumstances are compelled to 
 keep to work day in and day out should devise methods 
 for giving us needed change, without taking expensive 
 trips. The world moves and we should move with it. 
 We hear nowadays that young folks expect to start in 
 where their parents leave off, and also that what were 
 luxuries years ago are necessities now. A few years ago 
 houses equipped with modem improvements were her- 
 alded as such in newspaper advertisements, but now it 
 is unnecessary to speak of it People are educated now 
 
 EVANS'S ESSAYS 
 
 203 
 
 to expect these improvements, and houses go slow whidi 
 are not so equipped. 
 
 Our own business is constantly advancing, and jewelers 
 everywhere are striving to secure advantages over their 
 competitors by having the best possible fixtures, and the 
 finest window arrangement and display of which they 
 are capable. All this makes it necessary that you, and 
 each of you, shall be up and doing. "Hitch your wagon 
 to a star." Strive after great things. Wish for them. 
 Expect them. But while you do these things, endeavor 
 to improve yourself along the lines which count for most 
 in obtaining this world's happiness. Success obtained by 
 the forfeiture of the ability to enjoy oneself is failure. 
 
EVANS'S ESSAYS. 
 
 CHAPTER UV. 
 
 TACT AND DIPLOMACY. 
 
 A Soft Answer Turns Away Wrath— Do Not Make Sarcastic 
 Remarks— Do Not Discourage "Lookers" lor Looking 
 Always Precedes Buying— Tlie Handling and Adjusting 
 ol Complaints. 
 
 THE handliiiij of customers in a retail jewelry store 
 is a fine art. A great deal of tact and diplomacy 
 is needed, and he who possesses these in the 
 greatest degree will achieve the greatest possible suc- 
 cess. A man may be a born diplomat, but if not he can 
 train himself so that he will become one. Of course it 
 is a hard matter of fact to make a diplomatic reply to a 
 remark which would ordinarily be met with a sharp an- 
 swer, but one can become accustomed to giving a concili- 
 atory reply. "A soft answer turneth away wrath," and 
 if one can become habited to making a conciliatory an- 
 swer to remarks, he will find that he will save himself 
 a great deal of annoyance, and also save the possible loss 
 of a customer. Some people consider themselves rather 
 facetious or humorous, and make remarks for fun which 
 they do not really mean. Of course, it is a difficult mat- 
 ter to sort these things out, and to be able to discrimi- 
 nate between the intentional insult and the jocular one. 
 
 Then, too, a jeweler is apt to get bright, and talk in a 
 manner which, while it will demonstrate that he is a 
 witty fellow, will not sell goods. Then there are people 
 who, while ever ready to crack a joke at s<Mne one else's 
 expense, can never see one which applies to them. A 
 jeweler or other storekeeper will do well therefore, to 
 confine his remarks to* business, to descriptions of his 
 goods and their many excellencies, of course being able 
 to carry on his end of the conversation <mi other subjects, 
 
 EVANS'S ESSAYS 
 
 20$ 
 
 but ever remembering that he is where he is to sell goods, 
 and minister to the other wants of his patrons where 
 they coincide with his abilities to do so. 
 
 An article in one of the trade papers speaks of the 
 fact that many jewelers dislike to show goods where 
 there is ho immediate evidence of a forthcoming sale, 
 and treat such lookers cavalierly. No matter how long 
 some men will conduct a store, they never seem to realize 
 the axiom that "looking always precedes buying," and 
 while we all like to see buying immediately follow in all 
 cases, this is not possible, because many people will start 
 out on an afternoon's shopping tour, without a cent in 
 their pockets, excepting car fare home, and while many 
 storekeepers denominate such people as "lookers" only, 
 and condemn them, still, if we will notice, we will see 
 that such people are possessed of nearly everything that's 
 going, which shows that either they do sometimes buy 
 something, or else that they make their wants known to 
 those who do the buying. In either case, it demonstrates 
 that the jewelers should use tact in handling such people. 
 
 A favorable impression made by the goods and the 
 prices can be entirely obliterated by some remark made 
 by the jeweler, because the customers are leaving with- 
 out purchasing. Have everyone leave your store in a 
 satisfactory frame of mind. You have spent your time 
 in showing the goods, then do not undo the work by a 
 remark such as the writer heard was made in one jew- 
 elry store. A lady had called on several occasions at a 
 certain store, and each time called for articles which 
 either the jeweler did not keep, or his stock did not offer 
 sufficient selection to suit licr. When leaving upon her 
 last visit to the store, the jeweler told her that perhaps 
 it would be as well if she did not come in again, as he 
 never seemed to have what she wanted, and she appeared 
 to be so hard to suit. His wish was complied with. But 
 he made a business error, as well as acted in an ungen- 
 tlemanly manner. When any one enters your store to 
 
206 
 
 EVANS'S ESSAYS 
 
 look at goods, it is because of a favorable opinicm of you 
 and your goods. That this is so, none can disprove, be- 
 cause it is other because they are considering making a 
 purchase from you, or else ^ey wish to make compari- 
 sons between your goods and some others. Either way, 
 it shows that they consider your store a store of satisfac- 
 tion, and an effort ^ould be made to so handle such 
 callers that a good impression is made, so that they will 
 feel friendly to your store, and a sale may result at that 
 time or in the future. 
 
 Then again, when we hear people condemn another 
 jeweler, if our own judgment does not tell us to main- 
 tain a discreet silence, or explain away any wrong im- 
 pression which the customer has which is unfavorable to 
 our competitors, our tact should tell us that it is a ^ood 
 chance to make an impression upon our caller for fair 
 mindedness, and a desire for fair play. People gfravitate 
 back and forth from one store to another, and in the 
 course of time repeat different remarks heard in other 
 stores. Now why not cultivate the habit of speaking 
 well of everybody. It is not necessary to lay it on too 
 thick. 
 
 Then again tact is needed in handling and adjusting 
 complaints. It is needless to say. that most of the com- 
 plaints in a jewelry store are both trivial and unjust. 
 But in disposing of them, we should consider the time 
 it will take to do the job and the length of time it will 
 take to argue about it. In most cases the easiest and 
 quickest way to dispose of such complaints is to tell the 
 customer to leave it and you will see that it is all right. 
 This does not mean to allow oneself to be imposed upon. 
 
 Tact is also necessary in the handling of the credit de- 
 partment of a business. Some people you are perfectly 
 willing to trust, and if so do it, but if it is your intention 
 to extend credit do not quibble about it. Then, too, if 
 you do not wish to give credit, it can be refused without 
 telling the customer that you do not think he would pay. 
 
 EVANS'S ESSAYS. 207 
 
 Business is business, and no man will take o£Fence at a 
 refusal of credit, if it is put to him in proper shape. 
 There should never be any hesitation, however, in one's 
 answer. If you are in doubt whether or not to trust 
 a man, it is a safe rule to follow, not to trust him. 
 
 Some people maintain that they admire a man who 
 alwa3rs says what he thinks. This may be true when he 
 thinlu of some one besides ourselves. Tact realizes that 
 it is not necessary to tell all we know or think about any- 
 tliing or anybody. Remember that we are here for bus- 
 iness, and should try to adopt such means and methods 
 as will tend to build up our business. 
 
2o8 EVANS'S ESSAYS. 
 
 CHAPTER UV. 
 
 CULTIVATE A SPIRIT OF CONTENTMENT. 
 
 How Our Neighbor's Condition Seems So Much Better 
 Than Our Own — If We Knew All the Facts Perhaps It 
 Would Seem Different— A Plea for "the Simple Life"— 
 Advantages of the Retail Jewelry Business. 
 
 THE other fellow's job generally appears more de- 
 sirable than our own. It seems as though things 
 
 come his way without especial effort. While 
 
 there are many of our friends whom we consider more 
 fortunate than ourselves in the selection of a calling, still 
 we all know that to the average person the jeweler 
 represents a wealthy personage, and so we will find 
 that there are many who think that we are in an en- 
 viable situation. People take it for granted that, in- 
 asmuch as jewelry is to them an article of luxury, 
 and only indulged in with spare cash, therefore, he who 
 engages in the sale and repair of such goods must be 
 surely possessed of great wealth, or at least of a compe- 
 tence. Many jewelers will smile when they think that 
 people speak of them in this way, but it is certainly true. 
 Each knows the drawbacks ajid disadvantages of his 
 own business, and, seeing others apparently care-free, 
 while he is careworn,, he tiiinks that the fortunes of war 
 are against him. We know that it is natural to speak 
 encouragingly about our business or our positions, and 
 that each one puts his best foot iorwzTd, according to 
 the old saying. We have all stood in one field or pas- 
 ture, and noticed the scanty growth of v^fetation, while 
 in the adjoining acreage there is evidence of a luxuriant 
 growth, but it only takes a hundred yards walk, and the 
 climbing of a fence, to discover that the second is like 
 
 EVANS'S ESSAYS. 
 
 209 
 
 unio the first, and that to our eyes, then, the first pasture 
 will appear to be the most desirable. 
 
 Half the world does not know how the other half lives. 
 Perhaps if we did we would not be so envious of other 
 people and their positions. People do a great deal some- 
 times to keep up appearances, and do as others do, when 
 they cannot really afford it. Others, seeing them, think 
 that they must have had some money left to them, or else 
 Smith has had his pay raised, or he is doing more busi- 
 ness. In order to keep up with them, others go the limit 
 of their credit and pocketbooks, and then results a num- 
 ber of dissatisfied and unhappy people; dissatisfied, be- 
 cause they imagine that what costs them a great effort 
 is handled with ease by their friends; tmhappy, because 
 of their unpaid bills. If people were true to themselves, 
 there would be less of this waste of money, and a feding 
 that other folks are better situated than oursdves. 
 
 "Contentment is better than great riches," and is a for- 
 tune in itsdf. "Know then, diyself." Study yourself 
 and your store. Strive tot improvement Have your 
 store looking welL Make such changes as you can at 
 little or no expense. Improvement does not necessarily 
 mean throwing out Jrour fixtures and buying new. There 
 are numy little things one can do to improve his condi- 
 ti(Mi. If your competitor appears to be more successful 
 than you are, study his methods. Remember that the 
 number of people who enter a store does not show the 
 amount of business done. Neither does the mere state- 
 ment made by a competitor. Some people would make 
 a bluff in any kind of a game, even in the game of busi- 
 ness, and right here let me say, that it pays to put on a 
 good front. Make people believe that you are doing a 
 good business. You cannot always size up the number 
 of sales- your competitor makes from the number which 
 you lose. Many people are chronic "lookers," or love to 
 contemplate awhile before making the final decisk» to 
 buy. Many others, lacking confidence in dietr own 
 
2IO 
 
 EVANS'S ESSAYS. 
 
 judgment, will spend time running to this store and that, 
 and thinking between whiles. Give them something to 
 think about. Make remarks which mean something, 
 and which illustrate your familiarity with the goods 
 which you sell. Be satisfied with your present situation, 
 but work to improve your business and your surround- 
 ings. There is a vast diflFerence between discontent and 
 ambition. The man who is merely discontented with his 
 position in life accomplishes but little. But he who is 
 satisfied with his position, — ^until he can do better — and 
 who strives to be worthy of greater success, he it is who 
 generally accomplishes something in the world of busi- 
 ness. There is danger, however, in self-satisfaction; 
 danger of falling into a rut, from which it is almost im- 
 possible to extricate one's self. The advice, "if you 
 can't be easy, be as easy as you can," is suggestive of the 
 advice, "if you cannot be successful, be as successful as 
 you can." And so, when we think of the other fellow 
 and his job, let's remember that all is not sunshine along 
 his pathway, and also, that he who wins the greatest 
 measure of success generally is worthy of it. Once in 
 a while we see dishonest men apparently succeed, but 
 such success is generally but temporary, and if lasting is 
 obtained by a forfeiture of those things which go the 
 furthest toward making this life worth the living. So, 
 if the other fellow makes more money than we do, per- 
 haps he does not obtain as much satis&urtion therefrofn 
 as you, yourself, from what you have. 
 
 One should cultivate the habit of enjoying cmeself, of 
 relaxing our minds and bodies ; of forgetting, as it were, 
 the fact that we are business men. The man who be- 
 comes so wrapped up in his business, or enlarges his bus- 
 iness to such an extent that he cannot forget about it for 
 a moment, or dare not be away from it for fear of pe- 
 cuniary loss, does not enjoy himself; is not happy. 
 Whilst he is earning the money, his family perhaps have 
 developed the spending habit, and are able to eojoy 
 themselves, but he cannot 
 
 EVANS'S ESSAYS. 211 
 
 Then do not let us envy our many millionaires because 
 of their plenty. Wealth itself has its drawbacks. Every 
 man's hand is raised against you, and who can you call 
 your friend? The jeweler, after all, is pleasantly situ- 
 ated. He is in a business which is nice and clean ; where 
 it is a pleasure to work ; where he can earn money doing 
 repairing, during the intermission between customers; 
 where he is not so driven but that he can make occasional 
 trips into the country in summer, and to the theatre in 
 winter. He is also at home, where he meets his family 
 daily, and where he is near his friends. There are many 
 businesses where more money is made than in the jew- 
 elry business, but there are none more congenial, or 
 where a man is better able to develop his best side, if 
 he so desires. 
 
212 
 
 EVANS'S ESSAYS 
 
 CHAPTER LVI. 
 
 POINTERS ABOUT STOREKEEPING. 
 
 Be Alive, Act Busy, Don't Lag, Be Independent, Be Syste- 
 matic, Be Thorough, Be Sober, Be Truthlul, Be Honest* 
 Be the Best Business Man You Can. 
 
 BE alive. If you are conducting a jewelry store, 
 be alive. The time has gone by, long years ago, 
 when a man merely opened a store and waited 
 the arrival of customers confidently, ibut occasionally was 
 disappointed. That was in the "good old times" when 
 no one advertised and everybody stood equal. It was 
 also in the primitive days of store window displays. To- 
 day, a man opening up a store must work harder than at 
 any previous time to obtain and maintain his business. 
 Each individual storekeeper is alive, and is hustling all 
 the time to hold his own customers, and incidentally to 
 take yours, because each wishes to have his business in- 
 crease year after year, and no one considers wliere this 
 increase is to come from. If you are increasing your 
 business, you are perhaps gaining ground in your com- 
 petitor's country. To-day, no man can count his cus- 
 tomers on his fingers, and say that he sells them 
 anything and everything which they need in his line. 
 Through advertising and show window displays, people 
 become famdliar with the goods, prices and methods of 
 stores, which under ordinary circumstances, a score of 
 years ago, they would not. So vve find that people drift 
 around, as it were, not through any dissatisfaction about 
 your goods, your prices or your treatment of them. So 
 if we wish to hold our own, to say nothing about in- 
 creasing our business, we must "Be alive." 
 
 Act busy. This is a good motto, and one whose ad- 
 vice is easily followed, about a retail jewelry establish- 
 
 EVANS'S ESSAYS 
 
 213 
 
 ment. He who cannot find work to do about a jewelry 
 store must be indeed an artful dodger. Look about you 
 for five minutes and jot down a few things which you 
 would have done if you had some one else to do them 
 for you. Your goods need cleaning and polishing; a 
 few ckan cards would not be amiss, and perhaps the tags 
 oa your watches and rings are shrunken and faded to 
 such an extent as to make it a difficult matter to read 
 the figures intelligently. Your show cases, which are 
 periiaps cleaned outside several times a day, occasionally 
 need cleaning inside, and so we might go through our 
 store in this manner. The boxes on the shelves; the 
 clocks and silyerware in your wall cases, all accumulate 
 dust and should be du^ed often, because it does not en- 
 courage people ito buy when they notice a salesman 
 blowing the dust from each article as he takes it down 
 to show. Have things to suit yourself and they will suit 
 others. If you are ashamed of the way things look, 
 "Get busy." Shakespeare never spoke more truly than 
 when he said, "To thine own self be true, and it must 
 follow, as the night the day, Thou canst not then be false 
 to any man." 
 
 Don't lag. Don't loiter. Neither allow any loafers 
 or loiterers around your store. Nothing will sooner kill 
 business than to have people lounging about a store, 
 with nothing in particular to do, and who notice every- 
 thing that's done, and everything that's said. People 
 of a retiring disposition will not enter a store where 
 there are people standing around. Then, too, these 
 k)iterers take the time of clerics to entertain them. The 
 loss from such visitors cannot be estimated. Clerks 
 should be instructed to continue their work, no matter 
 who enters the store, unless it is their business to wait 
 on Ac trade, and if these unprofitable callers are not 
 held, as it were, they will soon learn that their calls arc 
 mu^redated. 
 
214 EVANS'S ESSAYS 
 
 BSc Independent Run your own business, but always 
 remember that you depend upon the public for support, 
 and that without their support, you cannot profitably 
 conduct your business. Never feel that you are sacri- 
 ficing your independence when you try to please a cus- 
 tomer who is dissatisfied about something. 
 
 Be systematic. Acquire the habit of doing things 
 promptly. The small details of a business, handled sys- 
 tematically, are not the burden which some men make 
 of them. Letters, which need to be written, and which 
 we know about in the morning should be written at that 
 time, rather than be set aside for the last half-hour of 
 the day, on the theory that they will arrive at .thdr des- 
 tination just as quickly as if written eariier in the day. 
 Perhaps other letters may need to be written at thai 
 time, or other important matters may come up needing 
 our attention, or we may be busy waiting upon custom- 
 ers, or looking over a traveler's stodcs, and perhaps the 
 consciousness of unfinished work may make us so ner- 
 vous and disagreeable, that we may hurry the customer 
 from the store before the purchase is made, or we may 
 pass by desirable goods in the traveler's stock, and send 
 hrni away thinking we are slow, and that it is hardly 
 w<Mth his while to call upon us. 
 
 Be thorough in all things. Be prompt in all things. 
 Be on hand, on time, and leave on time. Have your 
 work ready on time. Be truthful, be sober, be honest. 
 In fact, to ensure business success, one must walk in 9 
 very narrow path. He must be a real man. One upon 
 whose word you can depend. All business is a matter 
 of confidence. Even the man who ''knows it all" relies 
 upon your word r^arding the goods you sell. At least 
 he depends upon you to make good any defects which 
 may become apparent later on. Be strict regarding 
 goods which you buy. See that they are r^, or, if 
 not, return them to the makers. lit is the duty of a 
 
 EVANS'S ESSAYS. 215 
 
 storekeeper to do this, because die manufacturer should 
 furnish perfect goods, as he charges for such, and any 
 dealer is doing himself and his customers an injustice to 
 palm off goods which he knows are not what they should 
 be, rather than file a complaint, or take the trouble to re- 
 turn the goods. The retailer is the one who suflFers if 
 he does this. The manufacturer intends that goods 
 shall leave his factory in perfect condition, and, unless 
 advised to the contrary, assumes that they do. Better 
 results will follow all along the line if retailers will insist 
 upon goods being shipped in proper condition. 
 
 Be the best business man that you can. Strive for 
 success, and make yourself worthy of it. Have perfect 
 confidence in yourself. Talk your business up. Never 
 get discouraged. Finally, "Be ahve." 
 
2l6 
 
 EVANS'S ESSAYS, 
 
 CHAPTER LVII. 
 
 THE FOLLOW-UP SYSTEM. 
 
 Always Remember Prospective Customers— Follow Up In- 
 quiries Where Purchases are Not Made, by the Letter 
 System— Do Not Forget Customers on (he Second r^il 
 
 THOUGH rq>ainiig ahvays has been and always 
 will be the mainstay of the retail jewelry store of 
 moderate size, still the sellini^ end of the business 
 is the branch which enables the jeweler to accumulate 
 money and stock. Repairing is all rig-ht, but the most 
 which we can hope to do is to pay expenses with it. To 
 make a profit we must sell goods. There are various 
 means of stimulating business about which the writer has 
 written before. Our advertising and our show win- 
 dows are trade winners and trade holders. So, also, 
 are wide-awake jewelry salesmen, and we all have a 
 poor opinion of a salesman who is not wide-awake. 
 Most salesmen who are working for their en^loyers' 
 Interests do their utmost to makes sales' while ^e cus- 
 tomers are in the store, but after they leave some im- 
 mediately forget about them. There are some customers 
 whom it is a pleasure to forget, and whom it is necessary 
 to forget if we wish to accomplish anything in the way 
 of selling goods. Some people are so hard to wait on 
 that they almost discourage one about his business. 
 But all callers are not of this calibre. Most of the csdlers 
 in a jewelry store are either the middle or upper class of 
 people. Now, then, if a customer calls at your store and 
 looks at an expensive piece of jewelry or silverware, or a 
 watch or diamond ring, and does not at that time make a 
 purchase, or even a decision regarding purchasing, but 
 who is leaving without coming to any conclusion to buy, 
 either then or later, at your store, but who intends to look 
 around, shall we drop him from our thoughts, or shall we 
 keep him in our mind and try to make the sale at a later 
 date? 
 
 EVANS'S ESSAYS. 
 
 217 
 
 When a customer enters your store it demonstrates 
 ckarly that he considers your store a satisfactory place 
 to do business. You have only to satisfy him m style and 
 price to consummate the sale. We advertise all the while 
 to get people to come and look, but when we do get some- 
 one to call and look at our goods we should endeavor to 
 complete the sale. 
 
 In some branches of business people buy the day they 
 look. This is not always so in regard to jewelry pur- 
 chases. The writer classes the selling of jewelry as be- 
 ing practically the same as selling goods by mail, and 
 requiring almost a similar follow-up system. In this day 
 of card systems it is decidedly easy and inexpensiye to 
 adopt a systematic way for following up your inqmries. 
 The names of many of your customers you know; the 
 names of others can be casually inquired by making some 
 remaik regarding their familiar appearance, or as to 
 whether or not they reside in the city. Few there are 
 who resent such questioning, and in this way many names 
 will be secured. Write the name of the customer and 
 also the name of the article or articles he was looking at, 
 on a card, and file it away in the daily index, about ten 
 days ahead. When that day comes around, behold, it is 
 recalled to mind that Mr. So-and-So was in looking at an 
 expensive watch ! You then write him a friendly letter, 
 reminding him of your willingness and your desire to 
 serve him, and, if he has not already bought, requesting 
 him to favor you with a call before purchasing. A 
 slight allusion to the watch, and a few words relative to 
 the value of a good watch, may accomplish much good. 
 File the card away a month ahead, and if you have not 
 heard from him meanwhile drop him another letter. This 
 method of following up inquiries has made the mail order 
 business what it is to-day. If the mail order houses re- 
 lied upon the orders received in direct response to their 
 advertising they could not continue long, but all they 
 want is to know your name and to know that you are in- 
 terested in a certain line of goods. Knowing these 
 things, they will take' care to keep you informed of their 
 
2l8 
 
 EVANS'S ESSAYS 
 
 whereabouts, and in perhaps three cases out of five they 
 
 make the sale, often at an earlier date than the inquirer 
 intended. People seldom look at goods which they do 
 not contemplate buying, either then or later. People like 
 to feel that they are of sufficient importance and their 
 trade sufficiently valuable so that you remember them 
 and ask for their trade. If, however, you write to cus- 
 tomers regarding articles at which they have been look- 
 ing and speaking (as you can from the memoranda made 
 at the time) as though you remembered them, for gracious 
 sake, try to remember them when they come in in re- 
 sponse to your repeated letters. It is a good idea to men- 
 tion in the letters the name of the salesman who waited 
 on them and request them to ask for him when they call. 
 This divides the responsibility, as each clerk will have 
 only his own customers to remember in this way, and 
 
 ^^1^ ^? ^^^y ^^^^ to whom letters would be 
 sent but what it can be done. 
 
 My reason for advocating this follow-up letter is this : 
 
 your store and leaves without 
 purchasing, presumably to look around, will, in a course 
 of an hour so, hear much technical talk and descrip- 
 tions of different kinds of cases and movements and dif- 
 ferent reasons for difference in prices. All this leaves 
 mm very much confused; but after a few days along 
 comes your letter, stating in concise terms the kind of 
 watches you seU, and asking the opportunity to again 
 show your goods and make such explan^ions as he may 
 desire. As the prosecuting attorney has the best end of 
 tiie summing up, so, too, does the jeweler who, after all 
 have spc*en then- piece, drops a letter containing his sum- 
 ming up of the case. 
 
 Of course, it would hardly pay to go to this trouble 
 for a small sale, but it is a plan which costs hut little and 
 may accomplish a great deal. If you arc wiUing to spend 
 money advertising on the chance of attracting a p(»sible 
 customer to your store be willing to spend a Kttlemore 
 to tollow up the possible customer and possibly make the 
 sale. 
 
 EVANS'S ESSAYS. 219 
 
 CHAPTER LVIII. 
 
 TH£ TR£ATM£NT OF CUSTOMERS. 
 
 Qmrd Against the Selling of Inferior Goods— Use Consid- 
 eratkm of tfie Cnsloaier's Statement*— Make Your Store 
 Attracthre— Confidence Is the Watdmord. 
 
 WE should occasionally stop to consider the reasons 
 which attract us toward one store, and away 
 from another. The same reasons which enter 
 into our likes and dislikes govern tlie opinions of others. 
 In the grocery line some people trade where the prices ad- 
 vertised are low ; cheapness is the governing power \irith 
 them. Many others trade with certain grocery stores 
 as a matter of convenience; they trade at Ifie comer 
 grocery, whatever locality they may live in. With 
 others, the governing power is quality. They trade 
 at one particular store where the practia is to diarge 
 high prices, but never to send anything out which is 
 not first-class. All these different reasons have weight 
 with different people. Then others will trade at a certain 
 place because they are acquainted with the proprietor, or 
 one of the clerks, on whom they can depend to see that 
 their order is filled correctly and promptly and delivered 
 at the time specified. 
 
 These are a few reas(Mis for trading in grocery stores. 
 The jeweler does not toudi the life of the family as close- 
 ly as the grocer, but there are occasions when the jeweler 
 must be consulted, and then it is that the same process of 
 reasoning and consideration is gone through with, before 
 even starting from the house to see about making the pur- 
 chase. The jewelry store is a necessary adjunct to every 
 community, and is called into service for each one of the 
 "Seven A^es of Man," from the presents for the new- 
 born baby to the golden and diamond wedding anniver 
 
220 EVANS'S ESSAYS 
 
 sary presents. All have more or less occasioa to visit 
 the jewelers with more or less regularity. 
 
 One thing that jewelers should guard against is the 
 selling of cheap goods for babies. Many people try to 
 economize on the present for the baby, but the jeweler 
 should keep himself out of it. The family to whom the 
 present is given know where it was bought, but not the 
 price paid, and if its wearing qualities are not satisfactory 
 will hold you personally responsible. As such recipients 
 in the course of time become purchasers of sundry arti- 
 cles, we should endeavor to hold their good will by sell- 
 ing nothing to anyone which you cannot conscientiously 
 guarantee to give satisfaction. 
 
 Customers rely upon the jeweler's judgment, and he 
 should never allow them to make a purchase of an article 
 which he does not believe will give them satisfaction. 
 Neither should he have such goods in his stock. In fact, 
 the jeweler should protect his customers from dangers 
 of which they know not. Some writers argue that we 
 should sell the people what they want. To a certain ex- 
 tent this is eminently fitting and proper. But because 
 people have formed erroneous ideas of the price they 
 should pay for an article from reading an advertisement 
 Iff a department store, should we allow them to buy from 
 us such goods as we know are unreliable ? 
 
 So much for the kind of goods to sell. Perhaps treat- 
 ment of customers personally, as we meet them over the 
 showcase, has as much to do with making and holding 
 their trade as any methods, however expensive, we may 
 try. We are familiar with the Fels Soap ad., "costs lit- 
 tle, docs much." So it is with politeness. A gentlemanly 
 consideration of a customer's statement, of whatever char- 
 acter, does much to disarm anyone who is predisposed to 
 find fault. Then, too, the ability to assist a customer in 
 describing what they really wish is an art. It is not 
 pleasant for a customer to be made to feel that they are 
 calling articles by incorrect names. When a customer 
 asks to be shown certain articles, using an incorrect name. 
 
 EVANS'S ESSAYS. 
 
 221 
 
 5t is not only unnecessary but poor salesmanship to cor- 
 rect them. It is not always wise to air one's superior 
 education and knowledge before customers. SalesoKii 
 should remember that their business is selling, not in- 
 structing. Sometimes, however, the customer can be set 
 right by the salesman showing them what they have incor- 
 rectly asked for, and telling them several uses to which it 
 can be put, and stating the trade name for them. People 
 do not resent this, but to be bluntly told that they do not 
 know the proper name of what they wish to buy often 
 oflfends. 
 
 Customers are of two sorts: those who have confidence 
 in the dealer and those who have confidence in no one. 
 Each customer needs careful handling ; the first, that we 
 may keep his confidence ; the second, that we may be en- 
 abled to impress upon his mind that we can make more 
 money from selling him right goods at right prices and in 
 right ways, and by holding his trade and that of his 
 friends, on future transactions, than by selling him one 
 article and taking advantage of him, even though the en- 
 tire amount of the sale be clear profit Some people are 
 used to being swindled. They act the part and make 
 known their suspicions so plainly that many stordreepers 
 do not feel that they are doing anything out of the way to 
 swindle them a little or sell them some out-of-date article. 
 This makes it aH the harder for the honest merchant who 
 believes in the equal standard for all All comers should 
 be ti«ated alike. The high; the low; the rich; the poor; 
 all should merit and receive the same kind consideration. 
 
 If you can onoe gain the confidence of one of these kind 
 of customers he will go out of his way to serve you. 
 Some dealers go on the theory that your friends should 
 pay the highest jMices. In conversation with an optician 
 one day, he informed me that for a certain piece of work 
 he diafged his regular customers 35 cents ; but if it was 
 for a stranger, and he had reason to believe that they had 
 had the same work done before elsewhere, he charged 
 but 25 cents. Other instances might be cited. This op- 
 tician did not stop to figure that as the customers of other 
 
222 
 
 EVANS'S ESSAYS. 
 
 stores came to him occasionally, perhaps his customers 
 might drift elsewhere, and, finding that they had been 
 Steadily overcharged, even so small an amount as ten 
 caits, mig^ never return his way. Another illustration 
 might be dted to show the eflfect of little matters, which 
 customers sometimes magnify in their after relation. A 
 customer entered a store where they sold brass wire and 
 asked fcM- a certain number of feet of it, which the dealer 
 told me afterward was worth about three and one-half 
 cents, but which he tdd the customer was five cents. The 
 customer comi^ained that the price was the same as he 
 had paid for about three feet more when bought previ- 
 ously. It is certainly the little things whidi cownt. And 
 It is the little things in the running of a business which 
 either make it or rum it 
 
 Try to make your store as near as possible like the store 
 where you like to do your trading. Ndtice the little things 
 about your favorite trading places which attract you Hicre, 
 and adopt them to your own use. 
 
 EVANS'S ESSAYS. 223 
 
 CHAPTER LIX. 
 
 THE ART OF LETTER WRITING. 
 
 Go Over Each Letter a Second Time — Send Matter Regard- 
 ing Different Subjects Separately — Be Careful What You 
 Write— Keep Copies of Letters and Orders. 
 
 WE can all write in our own peculiar way; some 
 good, some bad, and some indifferent. This 
 
 as regards handwriting. But good or bad 
 handwriting does not make a good or bad letter writer 
 out of one. A practical knowledge of grammar and 
 spelling is necessary to compose a good letter. Man^ 
 sentences are ambiguous and capable of different con- 
 structions. Proper capitalization and punctuation enable 
 us to make our meaning clear and distinct. It is far 
 better to make our sentences short, and even abrupt, 
 than to try to handle long, unwieldly sentences, in which 
 it is difficult to keep subjects and predicates, with their 
 governing adjectives and adverbs, in entire unity of pur- 
 pose. Phrases and clauses may add to the beauty of the 
 sentences, but they often lead us astray in finishing up. 
 And perhaps, we have written something which will be 
 Greek to the recipient. 
 
 Every man who writes letters, owes it as a duty to his 
 fellow man that his letters be entirely legible, either be- 
 cause of his handwriting or by aid of the typewriter. In 
 personal letter writing, if our handwriting is poor, and 
 our sentences puzzling, it merely aggravates our corre- 
 spondent and destroys the pleasure which naturally fol- 
 lows the receipt of a friendly letter. But a business 1^- 
 ter which has evidently been hurriedly written and not 
 re-read, often omits the very words which aie necessary 
 
 
 
 
 ii 
 
234 
 
 EVANS'S ESSAYS. 
 
 properly filled. A wholesale house, which receives a 
 number of letters and orders each day, each one demand- 
 ing prompt and careful attention, cannot afford to spend 
 time deciphering poorly written or incomplete letters. 
 Brevity in business letters is certainly commendable; but 
 brevity should not be the controlling idea when writing 
 a letter or an order. Say enough to clearly convey to 
 your correspondent your thoughts and desires, so that he 
 may thoroughly understand what you mean, and what 
 you want. 
 
 The habit of re-reading letters is a good one to acquire. 
 In writing, the mind travels faster than the pen, and of- 
 ten in thinking ahead, we may unconsciously skip a 
 word or two which may perhaps be vitally important. 
 In careful re-reading these omissions will be brought to 
 light, and the necessary corrections made. 
 
 Another matter we should consider is the inadvisabil- 
 ity of too freely expressing our opinions when unduly 
 excited, caused .by being angry or aggrieved over some 
 real or fancied injury. If one were in conversation with 
 the person to whom he is writing, a freer expression of 
 one's opinion would be possible than in a written com- 
 munication. A letter containing a complaint ^lould be 
 worded with great care. President Lincoln once in- 
 structed Secretary Stanton to write a good, strong letter 
 to some one whose conduct had displeased our govern- 
 ing officers. After the letter was written, and Stanton 
 had read it to the President, he was surprised to receive 
 the .instructions to destroy the letter instead of sending 
 it. President Lincdn's theory was that he (Stanton) 
 reduced the pressure on his nervous system by writing 
 the letter, but saved his self-respect by not sending it. 
 ''He that conquereth his own spirit is greater than he that 
 taketh a city.'' 
 
 Every important letter should be copied, so that we 
 may have a complete record of our correspondence. 
 
 How embarassing it is, when offering scrnie complaint, 
 to be met with the assertion that goods were not sent as 
 
 EVANS'S ESSAYS 
 
 22$ 
 
 ordered ; or, in accordance with our written request, and 
 not have at hand the means of proving or supp>orting 
 our claims. And how much confidence we derive from 
 the knowledge that we have referred to letters received, 
 and our letters written, before making any claim or 
 charges. 
 
 Letters enclosing checks should specify what bills we 
 intend to cover, and what deductions from the face of 
 bill have been made. With this information carefully 
 set down, it is a simple matter for the recipient to make 
 proper comparisons or figures. Blank forms for remit- 
 tances are handy things to have, and by the printed por- 
 tions suggest to us the proper parts to fill in to make the 
 matter clear. It is a first-class idea, when sending a 
 check, to have it fully cover one bill, or several in full. 
 Many send money on account. This leaves a lot of fig- 
 uring and "jangling" at the final settling up. 
 
 In ordering goods it is • best to use a regular order 
 book. You will then enter things systematically and 
 have a copy of your orders. It also simplifies matters 
 for the recipients, and makes the matter of filling your 
 orders comparatively easy. 
 
 One matter in particular tht writer deems worthy of 
 notice. Some people advocate the combining of letters, 
 orders, etc., intended for one firm, either in one letter or 
 under one envelope, on the theory of postage saving. 
 The writer, believes however, that it is better to send 
 things under separate cover, thus insuring proper atten- 
 tion to each part of it. A letter with a check, and with 
 an order at the bottom, will be opened, and, the check 
 meeting the eye, all else will generally be forgotten, as 
 the natural supposition oftentimes will be that the letter 
 contains nothing but explanator}- matter regarding the 
 check. Perhaps later in the day the order may be dis- 
 covered, or, perhaps it will go over for a day or two. 
 Separate matter under separate cover is immediately re- 
 ferred to the proper department and is promptly at- 
 tended to. Economy is proper in many departments of 
 
226 
 
 EVANS'S ESSAYS. 
 
 a business, but it hardly pays to practice it in our post- 
 age department. 
 
 Postal cards should not be used for anything impor- 
 tant; because no one pays much attention to a postal 
 card. If it is worth while writing a communicatiwi, it 
 is generally worth while putting it under cover, and cer- 
 tainly it receives greater attention when received at the 
 other end of the line. 
 
 To sum it all up, let's write carefully and legibly; re- 
 reading each letter before mailing, and making neces- 
 sary corrections. Keeping subjects of entirely different 
 kinds separate from each other. Keeping copies of all 
 letters and orders given. Send checks to cover certain 
 bills, rather than to apply on account. Be careful what 
 we write so as not to give offense. 
 
 EVANS'S ESSAYS 
 
 227 
 
 GHAPTfiR LK. 
 
 A BUSINESS BUILT ON HONOR. 
 
 Some Philosophic Arguments in Favor of Conducting One'» 
 Business on the Highest Ethical Plane— Such a Com- 
 mercial Attitude Will Pay in the Long Ron. 
 
 A FEW years ago one of the leading bicycle manu- 
 facturers used the expression, "Built on Honor** 
 to illustrate the care and honesty of purpose 
 which they used in the manufacture of their bicycles. 
 These words are short and simple of construction, yet of 
 What deep meaning; they are easily and quickly said, but 
 their meaning is not always considered or understood. 
 We talk of a man's honorable career in business after 
 his deadi, and yet sometimes we mistake a successful 
 career for an honorable one. A man may have con- 
 ducted a business long and honorably, but without suc- 
 cess. This does not always foUow. The natural se- 
 quence of an honorable career is success. When we 
 glance about us at our neighbors, we cannot conceive 
 of many of them doing a dishonest deed for gain, but 
 if all business men are honorable in their dealings, why 
 do we find so many suspicious customers? Perhaps 
 derks in their anxiety to sell make statements which 
 are untrue, to say the least. Many customers are 
 unreasonable in their demands and expectations. They 
 are looking at a cheap plated chain on which the manu- 
 lacture has very cheerfully placed a printed tag, guaran 
 teeing the same for twenty years. What is the retail 
 jeweler's duty in this case? Shall he allow his customer 
 to purchase a chain of this diaracter with the idea that it 
 will wear that length of time, and hope that he wiU lose 
 it before it wears off, or is it his duty to either leave sudi 
 goods out of stock, or detach iH tags of mislead- 
 
238 
 
 EVANS'S ESSAYS. 
 
 injg: nature, and sell the chain with the statement that 5t 
 will wear two or three years? My ojMnion is that the 
 latter plan is the best for the jeweler. Natundly you 
 will have to talk more ta sdl a three year chain for a 
 couple of dollars^ than you would to sell the same Aain 
 under a twenty year guarantee for the same price. But 
 It IS worth the time it takes to convince a customer of 
 the right methods of doing business. II is because peo- 
 ple are naturaUy greedy In their expectations regarding 
 k qtialkies of jewelry, that manufacturers 
 
 lave been led to make extravagant guarantees regardinc: 
 the wearing quaUties of goods. The writer understands 
 ttiat m^ufacturers using these guarantees stand ready 
 to pohsh or replace articles returned to be made good 
 but the trouble is that every dissatisfied customer does 
 not letum to complain. He merely throws the article 
 airay and buys another— somewhere else. A business 
 DUilt on honor means more than merely giving the right 
 diange back. It means treating each customer, however 
 humble or ignorant, as though they knew all about ^oods 
 
 JSt'^yt"'^'^ ^"^^ J^"""' 
 
 A customer enters a store, and after looking at differ- 
 «it articles finds one to his liking, and inquires the price. 
 The pnce perhaps is more than he figured on paving, and 
 he asks if that is the best price, and is informed that t't 
 1!'^^ S^', ""^^^^ preparations to leave, lo, the dealer 
 w A^T. ''^^ it for quite a little 
 
 less. W hat efl^ect does this have on the customer? Does 
 he accept the man's word, beyond question, in future 
 ^ansactions? Does it not encourage him in future 
 dealings, to button up his coat, and get ready to leave, 
 firmly believing that he will be called back? Honor re- 
 ining price! ^""'^ "^"^"^ ^ ^"^^^ riiaU be the 
 
 "Built on Honor." One of our duties as ho«oiable 
 business men, is to advise people, according to^TbS 
 
 EVANS'S ESSAYS 
 
 229 
 
 judgment, and the knowledge accumulated in the years 
 of our business career. People will bring in articles for 
 repairs which are not worth the cost of repairing, or they 
 wish them repaired in a cheap way. We should advise 
 them rightly even if it is against our own immediate in- 
 terests. 
 
 Honor requires that we deal honestly with our cred- 
 itors in all ways. We will not lie to obtain a lower price 
 than the quoted one. Many times one will make claims 
 through mistaken ideas, but that is entirely different. 
 
 We will charge stated prices on goods and repairing, 
 and charge the same to all ; giving special advantages to 
 none, and taking special advantage of none. 
 
 A business built on honor is built on an everlasting 
 foundation, if the principles upon which it has been built 
 are rigidly lived up to. A store, estaUished years ago, 
 and conducted upon honor by its first prc^etor will 
 have built up around it a large clientele of satisfied cus- 
 tomers, which the succeeding proprietor inherits, and 
 can lu^d if he follows out the ideas and methods of his 
 predecessor. But how' often we see an old established 
 business sold out to a new man, who will run it iirto the 
 ground inside of a year. Courtesy and dieerfulness are 
 valuable adjuncts to a man's personality, but he can do 
 business wi^out them, if he is building his business upon 
 honor. How pleasant it is to have people rely upoi: 
 your honor to such an extent that they never question 
 either price or quality. Customers of this sort are not 
 gained without eflFort. They are the people who trade 
 in one place for everything in that line which they hap- 
 pen to need, until, either because of some dissatisfaction, 
 or because of some attraction in your show-window, 
 they enter your store. Much depvends upon the first im- 
 pression. They are still thinking of their regular place 
 of trading, and involuntarily compare your ways with 
 your competitor's. So, when a new customer enters 
 your store, be ready and willing to spend, if necessary, 
 
f30 EyANS'S ESSA VS. 
 
 an unusual anioant of tune in explanations, because if 
 once con vnced of your trustworthiness, have ob' 
 tamed not only one sale but possiUy many. 
 
 *^ P**^'" ^ it « hard to argue 
 
 agamst yourself. It >s much the same with a legislator 
 Matters are brought up of which he neitlier knows or 
 rares, and a bnbe is offered, which he accepts. So, with 
 the jeweler. His customers are willing to pav ten dol- 
 hre for a watdi worth fifteen dollars. He cannot sell 
 them that, but he can sell them an inferior case for the 
 tower pnx, and satisfy them for the time being But 
 tonor requires that we take advantage of no man's igno- 
 iMice, and that we should give the customer the benefit 
 ^ttTr*^"*""- """y occasionally lose sales, 
 
 iccis Detter if he does business right. 
 
 EVANS'S ESSAYS. 
 
 251 
 
 CHAPTER LXI. 
 
 RELATIONS OP EMPLOYE AND EMPLOYER. 
 
 Troubles Not Frequent in ^e Retail Jewelry Business — 
 Some Prittc^les of Give and Take Which Should Con- 
 trol tiie Actions of Both the P fo p rie to c a and Those Who 
 Work For Them. 
 
 IN these days we read continually about labor troubles 
 of various kinds; about the differences between 
 capital and labor, and employer and employe. 
 Many men arc unreasonable, and do not try to under- 
 stand matters, or there would be fewer troubles of this 
 kind. The retail jewelry business, from the fact that the 
 employers are generally bench men and capable of do- 
 ing their own work, and because of the few employes 
 compared with the number of establishments, has been 
 kept free from strikes of different kinds. But to obtain 
 the best results, for both employer and employe, there 
 must be a united effort. Each must realize and recog- 
 nize that he needs the other in order to accomplish the 
 greatest and best results. There must be a wiUingness 
 to give and take a little on both sides. 
 
 While the employe of a retail jewelry establishment 
 perhaps earns less than the same skilled labor in other 
 lines, yet he is employed year in and year out, with no 
 loss of time, while many other trades have to put up with 
 several "lay-offs" during the year. So the employe 
 should make allowance for this fact in summing up the 
 advantages and disadvantages of his position. 
 
 The employer should appreciate faithfulness in his 
 employes by paying such wages as he can afford, and 
 granting a week's vacation with pay, or by allowing a 
 few separate days to each employe. Men will work bet- 
 ter for those who show their appreciation and their hu- 
 manity. Give a man a chance to recuperate once in a 
 
^32 EVANS'S ESSAYS. 
 
 t2£ ,„H A J »^ <^'ties during 
 
 July and August is becoming more and more general 
 
 ^s benefits both employer and employe, and! wher a 
 
 o^ist^f p^Sj: 
 
 heSSJ."^^*^ ^i"^ What benefits one 
 
 b«rfts Ae oAer If we could all come to a realizing 
 
 we cannot hurt die other without injuring ourselves 
 much good would result * ourselves. 
 
 the^hS/'.T *«> »"«^d, and to obtain 
 
 «nploy. For ^ employe there is no safer waTof keep 
 
 for It. Many go on the theory that thev are doinP- a, 
 much as thev are oaid tnr tu;^ i ? oomg as 
 been said -j . , as has 
 
 ^ ' S«><1. too, the man who never does 
 
 uKM-e than he feels that he is naid tr^ Ar. ■,, " 
 naid mnm. Tk: • ^ P *° "O, will never be 
 
 r^^' , IS true reasoning. If a man is paying 
 a cerbun wlary to an employe, and he does no more iha^ 
 Bft f* » '"'■y 'hat salary be incTea ed" 
 
 Ss eiS^LTP'°^' P"'' ^ ^-^"-^ 'i^ks. and makes 
 b^ sh^rt S^'^' u*? ^"'P'''>^^' 'he time wfl 
 ^iJ, if^ ^^'a^y must be increased 
 
 ^ ^ employer or by some other xlh^n 
 
 ^'i. f ^* ''r^^ " ""'^ '""■■^ than the allS 
 wh^n^^ *** assuming a 
 
 SdS.fSLv be required, and if one has ac- 
 
 not be aUe to hold it PosiUon, he may 
 
 So, if we are working for our own interests wi> ». 
 employers must consider our employes and ^ 4i7;4 
 
 EVANS'S ESSAYS. 
 
 233 
 
 them, paying them what they are worth, and allowing 
 them an occasional day off, or a week off in the summer, 
 with pay. As employes, working for a betterment m 
 wages, we must guard our employers' interests, and 
 work for them, endeavoring to make sales if we wait on 
 the trade, or doing the best kind of work if our place is 
 at the bench, because, if business does not warrant it, 
 we cannot expect an increase in our pay. 
 
 Too often we look at things from a one sided view- 
 point, and cannot see where the interests of employer 
 and employe coincide. Employers who have in their 
 employ good, honest, hardworking, painstaking men, 
 should be willing to pay such men what they would have 
 to pay others as good to take their places, besides the 
 trouble of finding such men. Employes pleasantly sit- 
 uated should well consider whether the place with the 
 slightly increased pay is apt to prove as congenial a 
 place to work in. Some men have such a faculty of 
 making things unpleasant, that a man would earn his 
 pay twice over working under one of them. 
 
 All these different matters need to be well considered, 
 and the faculty of being able to give and take in the con- 
 duct of a business, and the working in such an estab- 
 lishment, will prevent dissatisfaction. Employers should 
 not necessarily wait until their employes have offers 
 from others before coming to the front and making an 
 increase, because if granted under pressure, or the fear 
 of losing them, it does not receive the same appreciation 
 as if given voluntarily. If given compulsorily, the man 
 has a right to assume that you have known right along 
 that he was worth more, and he will regret not having 
 asked you before, and he' will be dissatisfied over this. 
 Given voluntarily, it comes as a pleasant surprise. 
 
 In our conduct, therefore, as employers and employes, 
 let us take for our motto the Golden Rule of "doing unto 
 others as we would that they should do unto us." Em- 
 ployes, do not be afraid of overdoing in the amount of 
 wofk. Employers, do not be afraid to reward merit. 
 
234 
 
 EVANS'S ESSAYS. 
 
 CHAPTER LXII. 
 
 KNOW YOUR OOOD8 AND STOCK. 
 Benm olFailiir* to be Familiar With the Various Articles 
 You hrro to Sdl-A Noticeable Bewilderment Injure* 
 Your OuuiM of a Sdo-Try to SeU Peopie What They 
 Want and Not Wbat Yon Want 
 
 OF course, all men engaged in conducting business 
 consider themselves to be thoroughly familiar 
 with that business and the stock of goods which 
 they carry This is, however, an error, because we wiU 
 hnd that when we enter one store and ask for a certam 
 article before it is found several hurried conferences 
 ot employes and much searching is required befcro the 
 article will be brought to light. This does not mean 
 that the article is dirty and dusty but oftentimes it 
 means that the articles received fresh from the fac- 
 tory are placed where they are not immediately seen 
 when inquired for. We all know where to look for 
 watches or rings, scarf pins or cuff buttons, and staples 
 of this kind, but there are certain novelties of various 
 kinds which one buys, for which there is no steady de- 
 mand, but which are asked for occasionally. While it 
 15 impossible for us to remember everything we have for 
 sale, yet we should charge our minds' with the necessity 
 or remembering as much as possible, not only what goodi 
 \Nt have in stock, but where to look for them. 
 
 Then, too, the knowledge of whether or not you have 
 certain goods in stock saves the time of the clerk and 
 the customer. "He who hesitates is lost." We have all 
 noticed the bewildered look of some clerks when asked 
 for certain goods, and we all know the effect it has on 
 us, and it has a like effect on our customers when we 
 a^ume the same air. To be met with a prompt answer. 
 
 J"^ ^^"^f ^^^P ^^'^ ^ay* please," or 
 
 •We do not carry them in stock. Is there something els^ 
 
 EVANS'S ESSAYS. 
 
 235 
 
 which we can show you?" leaves the customer with the 
 impression that you know your business. But to have 
 a clerk say, "I think we have them," and then spend ten 
 or fifteen minutes scouring around, and then have to say 
 that they haven't them, or finally bring them to light, 
 leaves the customer with the idea that either the article 
 asked for is not pc^ar or else that the store is not up- 
 to-date. In either case, it is apt to act to the disadvan- 
 tage of the jeweler. Then, again, to know our goods 
 makes necessary that we make thorough inquiries re- 
 garding them from the seller, so that we may be able in 
 turn to ask any inquiries made by our customers. 
 
 At holiday time many stores are compelled to press 
 into their service extra clerks, many of whom are totally 
 unfamiliar with the jewelry business and the different 
 qualities of goods sold and handled by a jeweler. They 
 sell the goods for just what they appear to be to the in- 
 experienced eye. So we hear occasionally of gold-filled 
 cases and gold-filled chains being sxAd for solid gold, 
 and other like errors. Such mistakes are doubtless un- 
 avoidable, but the regular employes of a store should be 
 so trained in the handling of goods that they can cor- 
 rectly describe the various articles which they have on 
 sale. Then, again, so many customers in their purchase 
 of an artkle, or in its consideration, become very curious 
 . to know ite various diaracteristics and all about its com- 
 ponent parts. To display one's ignorance at such a time 
 is apt to prove fatal, so far as the sale is concerned. 
 
 The salesman should at all times command the situa- 
 tion. While gracious m imparting information, he 
 should also convey the unpression that he knows a great 
 deal more, and that his knowledge is the result of experi- 
 ence, and that his judgment and advice are trustworthy 
 and valuable. Some peofde, no matter how long they 
 are employed m a store, do not seem to become familiar 
 with the stock to any extent. All stores carry in stock 
 goods which ate only called for occasionally, but which 
 are part of the stodc and which the buyer evidently ex- 
 
^^^iV^'S" ESSAYS. 
 
 Kg^e ^'^ a W way tcLrd 
 
 tha?a,J'«~'^ ^hile showing good. 
 
 that he consMetid thi ' indicated 
 •gam, the'^Ssife saTtlntr anM^ 
 
 haps dol WSdU^'s Sv ^ P«f- 
 
 wro«i,*t^*,^' • ^""^^ mind, and 
 
 ^ P^^P^^ ^^'^ articles of 
 
 ^Itl^\''^''^'' "^^^^ ^"^h^ know a" 
 b^Jc l^hf k''^^" ^"^ has good! 
 
 Sd^^A^^'''' '""'^ ^h^^h could not 
 
 De loiMid at the time. Do not buy too many eoods to I^v 
 
 n««« ?r-*^ ^l^^y ^^^^^ that, know ^•our busi- 
 nws. It IS your business to know what vou have tn .! 1 
 and where you keep k. You should be aWe to offer sS^ 
 
 made aTL^S^ u'" ^ P^^^^^"^ a^ti<^Ie could also be 
 wui prove to be of assistance and a time saver. 
 
 EVANS'S ESSAYS 
 
 237 
 
 CHAPTER LXIII. 
 
 THB HOLDING OF CUSTOMERS. 
 
 A Thing BMential to the Success of the Business— In Ad- 
 vtrtiting for New Ones Remember the "Patrons of To- 
 day and Formcriy as Wett— You Can Show Your Appre- 
 ciation of Thair Trade hi Many Inexpensive Ways—It 
 Pnya to Do So. 
 
 WE read a great deal about means and methods for 
 developing business. In ahnost every instance 
 they refer to ways of securing new customers. 
 It seems to me that a great deal of energy is wasted in 
 trying to secure crther people's customers, whidi might 
 be profitably used in endeavoring to retain our own cus- 
 tomers and keep them from being led into new pastures 
 by the aUuring advotisements of odier dealers. 
 
 If there was no such a thing as advertising, all stores 
 would stand on a level, except where location, or stock 
 carried, gave one a littie advantage. To-diay, however, 
 every one who is at all progressive advertises more or 
 less, with the idea in view of increasing the amount of 
 the sales and profits. Because Smith advertises in cer- 
 tain papers, using certain amount of space, Jones must 
 of necessity do likewise, on the theory that if it pays 
 one it will pay the other. All storekeepers work on 
 the theory that the only way to increase business is 
 by taking some one's customers. Each in turn ac- 
 quires the other's customers, and likewise loses to the 
 ether. In acquiring new customers, greater difficul- 
 ties are encountered in handlinj^^ them and in making 
 sales than in selling to our regular trade. While it is 
 not intended by the writer to discourage the habit of 
 trying to make new customers, it is his desire to impress 
 upon readers generally to exercise every ability in keep- 
 ing what they have. The fable is familiar to all, of the 
 
238 
 
 EVANS'S ESSAYS, 
 
 dog with the piece of meat in his mouth coming to a 
 stream, and, gazing at his own reflection, becomes cov- 
 etous of the meat which the other dog has and drops his 
 own meat to get it, with the result that he lost what he 
 already had. In general advertising in the papers and 
 elsewhere much that is printed falls upon barren ground. 
 The very people to whom your sermon is directed fail to 
 read it, and a large proportion of those who do read it 
 have no use for jewelry, or no money with which to buy 
 it. It is necessary to keep on advertising in order to 
 keep the name before the public, but our efforts should 
 not cease there. From time to time we should drum.up 
 the people who have patronized us and whose names we 
 have. 
 
 All new customers are not desirable ones. There are 
 sometimes reasons for the transfer of their patronage 
 which, perhaps, if known, would dispel the feeling of 
 joy which fills our hearts. Unpaid accounts, or the 
 habit of fault-finding, ofttimes leads people to change 
 their place of trading. 
 
 In endeavoring to build up our business by acquiring 
 new customers, we may be calling to our stores the very 
 kind of customers which we do not want. In using 
 methods for keeping our own customers we can make 
 selecton of the most desirable ones, and, by systematic 
 use of the personal letter, or booklet, or leaflet, or what 
 not, keep them from breaking away from our ranks of 
 customers to help swell the crowd at another store. The 
 fact that our competitors are working constantly to 
 acquire our customers behooves us to use our best en- 
 deavors to keep them from succeeding in their efforts. 
 In a town or small city, people are generally acquainted 
 with more than one jeweler; oftentimes with several. 
 They generally buy at one store ; yet what is there to hin- 
 der them going to the others ? All are probably equally 
 reliable, and all probably carry equally good stock. If, 
 however, the one with whom they are accustomed to 
 trade sends them occasional reminders of what is new in 
 
 EVANS'S ESSAYS. 239 
 
 jewelry, they will generally stand by him, for the reason 
 that they will understand that he appreciates their trade, 
 because he keeps them posted on the prevailmg styles 
 and specialties frmn time to time. It is in some in- 
 stances a big undertakii^ to try to personally address 
 each of our customers several times during the year. It 
 is not necessary that we should send to all. A selected 
 Hst of five hundred or one thousand, carefully attended 
 to, is much better than a list several times as large which 
 we cannot hsmdie successfully. 
 
 Recently in one of the trade papers the writer read of 
 how one concern started an investigation of its closed 
 ledger accounts. Each salesman was aidced to again call 
 upon the customer of previous years and try and sdl 
 them. There were various reasons, of course, why these 
 accounts had been closed, an important erne bdng that 
 salesmen in calling a few times had been unsuccessful 
 in securing orders and had therefore gradually stopped 
 calling. In this manner the customer had been allowed 
 to drift away. The article relates that 40 per cent of 
 these accounts were redaimed by slight efforts. 
 
 How oftm we find the customer whom we step up to 
 watt on is a standby of former years, and also one whom 
 we have not seen for some time. By seeing him we are 
 reminded of the fact that we have not had his trade in 
 years. What is the reason? Perhaps there is no real 
 reason. Or, perhaps, merely because someone else asked 
 for the trade which we made no effort to keep. Custo- 
 mers lost through neglect are hard to reclaim. All 
 people like to feel that their trade is appreciated, and it 
 requires but a slight effort to let this fact be known. The 
 ''thank you" spoken for a purchase made, or a bill paid, 
 oosts nothing. It does not humiliate, and it does please 
 the customer. Many r^rd the exchange of money for 
 goods, and goods for money, as a mutual exchange 
 and mutual advantage, and such it should be. 
 But the same exchange might be made in other stores 
 ^an yours, and from that exchange you would make 
 
1^ 
 
 EVANS'S ESS A VS, 
 
 4'l 1 
 
 nothing. So forget your stiffened dignity occasionally 
 and show your appreciation of trade given. Also do 
 not be afraid to ask for trade as opportunity affords. II 
 a thing is worth having it is worth asking for. 
 
 While new customers are desirable, and we must have 
 them, we must also keep the old ones, or we have an- 
 other to gain for every one lost, if, nautically speaking, 
 we keep on an even keel. When you come across 
 a friend or customer invite him to call in when he is 
 passing and see what is new. Many times he will come 
 in and bring a job for repairing, if he does no more. 
 
 Keep your eye on the accounts of good customers, and 
 keep a list of your good cash customers, and try and keep 
 them as customers. Always remember that with every 
 customer you hold you also retain their influence, which 
 ofttimes far exceeds the value of their own patronage. 
 **A bird in the hand is worth two in the bush." Also, a 
 satisfied customer is worth two possible ones to be ob- 
 tained by advertising for the customers of others. 
 
 il 
 
 li 
 
 4 
 
 EVANS'S ESSAYS. 
 
 241 
 
 CHAPTER LXIV. 
 
 BB WELL AND NEATLY DRESSED. 
 
 See Ourselves as Others See Us— Business Men Cannot be 
 Indifferent to the Opinion of Others—Do Not Econo- 
 mize Where it Will Attract Attention and <Hvc One the 
 Idea That All is Not WclL 
 
 MANY men profess themselves to be absolutely 
 indifferent to the opinions of others, and from 
 this statement seem to derive quite a little 
 satisfaction. Thev say that they do not know what 
 people think of them and that they do not care. Men 
 who make such pretensions do not even deceive them^ 
 selves in their professions. All men desire the good 
 opinions of their fellows, and without it life is deprived 
 of its charms. And if we are in business we must 
 have the good opinion of a majority of our acquaint- 
 ances in order to l)e successful. 
 
 To irain the respect of others one must have selt- 
 respect. No man can hope to favorably impress those 
 whom he meets if he lacks that respect of hmiself. A 
 well dressed man will accomplish more than the same 
 man shabbily dressed. No man is perfectly at hi§ ease 
 or at his best when he is shabbily dressed, whether of 
 necessity or from supposed economy. It is false econ- 
 omy for a business man to keep a nice suit for Sunday 
 and appear at a disadvantage throughout the rest ot 
 the week. The cost of being well dressed is not suffi- 
 cient to make any great difference in the year s profits. 
 In fact, you cannot afford to take the chances of ap 
 pcaring as though your business is not the decided 
 success which your newspaper advertising and your 
 salesmen say that it is. 
 
242 
 
 EVANS'S. ESSAYS. 
 
 Another thing, salesmen and clerks take their cue 
 from the proprietor. If he neglects his personal ap- 
 pearance, they often do the same. People expect to 
 find jewelry store salesmen to appear in accord with 
 the goods which they sell. The proprietor and clerks 
 should be as well dressed as the average, at any rate. 
 If a customer enters your store, and a well-dressed 
 clerk steps up to wait upon him, he feels at once that 
 he IS in a first-class establishment. 
 
 The Good Book says that "man looketh upon the 
 outward appearance," and it is true that we are all 
 prone to form our opinion (often wrongly) relative to 
 a man's success or failure from his dress and general 
 appearance, rather than from his conversation no 
 matter how cultured he may be. ' 
 
 The first steppintr stone to success is the adoption of 
 the means by which the world measures the standard 
 of success. If being well dressed ^ives us the impres- 
 sion that a man is getting along all right, let's adopt 
 the same methods ourselves. Notice what impresses 
 you about a man favorably and then cultivate yourself 
 along the same lines. 
 
 No man can afford to overlook the opinions of 
 others. Even John D. Rockefeller, rich though he is 
 IS grieved over the expressed opinions of men whose 
 
 ler thing about appear- 
 ing well dressed. There has lately appeared in the 
 newspapers the story of a man, wishing to test the 
 value of good clothes, who set out from New York 
 poorly dressed, to work his way home. He reports 
 scant courtesy shown him, and is now more than ever 
 impressed with the fact that while the coat does not 
 make the man it most certainly does make the impres- 
 sion. \\ hatever the man really is, his condition is 
 helped wonderfully by appearing at his best. Do not 
 take chances. Perhaps the fact that v(.u are successful 
 or brilhant in some particular lines may never be dis- 
 covered while you are economizing on clothes A 
 
 EVANS'S ESSAYS. 245 
 
 genius, after he is known to be such, can do as he 
 pleases, but we are not all geniuses, and it certainly is 
 better to follow along with the crowd than to go it 
 alone. When we see dry goods store clerks dressed in 
 the height of fashion it certainly behooves store- 
 keepers to go and do likewise. 
 
 Whenever it becomes necessary to economize re- 
 garding your expenditures, make your restrictions 
 along lines where the attention of others is not at- 
 tracted to the fact. A man's economies should be of 
 the sort called personal gratification. Forego a few 
 pleasures, if necessary; give up the theatre or other 
 little extravagances, but do not economize in your 
 store expenditures. Do not think that keeping your 
 gas turned low during the evening, or a couple of jets 
 entirely out, is practicing economy. It is the rankest 
 extravagance. If you have your store open, presuma- 
 bly for business, be ready for it. Passers-by looking 
 at a store with the lights turned low will naturally 
 suppose that you are closed, and will not even try to 
 get in. 
 
 Do not be afraid of over-attention to the show wm- 
 dow. It will stand to have a whole lot d<»ne to it every 
 week. Where the same display is left undisturbed for 
 an entire week, the goods and cards are dirty and 
 dusty, livery morning they should he dusted off with 
 a light duster. Do not forget that your show window 
 in a way reflects your prosperity and your worthiness 
 of patronage, just the same as your clothing gives the 
 impression of success or failure. ^ our regular cus- 
 tomers, who visit your store perhaps a dozen times 
 during the year, will look in your window^ a hundred 
 times during the same perictd. Your window, there- 
 fore, should be a creditable representative of what 
 lies within. 
 
 Finally, be anxious regarding what i)eople say of 
 you and think of you. Where a little eff'ort will ac- 
 complish it, see that they regard you favorably. As 
 
244 
 
 EVANS'S ESSAYS. 
 
 business men we cannot forget that much depends upon 
 now others see us." 
 
 "Opinion governs all mankind, 
 Like the blind's leading of the Wind ; 
 For he that has no eyes in*s head 
 Must be, by a dog, glad to ])e led; 
 And no beasts have so little in them, 
 As that inhuman brute. Opinion." 
 
 EVANS'S ESSAYS. 
 
 245 
 
 CHAPTER LXV. 
 
 GO FORWARD AND NOT BACK. 
 
 You Have to Look Alive if You Expect to Keep Up With 
 Procession and You have to Hustle if You Expect 
 to Gain on the Rest of the Marchers — ^Untiring Energy, 
 A Good Reputation, and Square Dealing Will Tend to 
 Do tiie Trick. 
 
 IF we were given our choice we would all naturally 
 choose to go forward rather than backward. And 
 we are given our choice in a way. We hear a 
 
 great deal about the survival of the fittest, and that 
 race of life generally is won by the man who is most 
 worthy of success. Naturally, many a good man falls 
 the wayside or is trodden down by the more am- 
 bitious. Such things cannot be helped. We may 
 theorize about matters in a very beautiful manner, or 
 we may criticize many of our wealthy men who have 
 ruined others in their rise. But how many of us ever 
 think of the other fellow in our own business, except 
 as he takes some important piece of business from us. 
 We figure that each must look out for himself. This 
 is true, and it is that point which this article is in- 
 tended to cover. Every man worthy of the name is 
 working with some distinct purpose in view. Either 
 he is woking- to earn the amount necessary to build the 
 ideal home which he has dreamed a])OUt for years, or 
 he, perhaps, has his mind set on amassing a certain 
 amount of money. Improvement is the cry of the age. 
 lu'cry workman and clerk is anxious to earn more money, 
 and they expect to get it. They find no satisfaction 
 in plodding along at the sa-re salary year in and vear 
 out. They expect to see it increase, and increase. In 
 
246 
 
 EVANS'S ESSAYS 
 
 business, how (litTcrent. A man works a few years, 
 developing his business, and after it has just started to 
 grow he gets tired and lets it drift along any old way. 
 As has been said, we cannot stand still. We must ad- 
 vance or retreat. On all sides of you are the out- 
 stretched hands of your competitors, beckoning to 
 your customers to come their way. Without action 
 on your part, many will be lost. If you show a 
 proper spirit of hustling, and a desire to hold their 
 patronage, you can do so, and in addition hold their 
 influence. 
 
 Persistency is desirable. "Consistency is a jewel," 
 and persistency, to me, is also a jewel. If we are 
 going to acknowledge defeat, because of several lost 
 sales ; if we are going to lose heart, because of a dis- 
 satisfied customer; if we are not willing to adopt an 
 optimistic view of affairs, then, indeed, our chances 
 are slim of ever accomplishing a great deal in a busi- 
 ness way. 
 
 "It's easy enough to be pleasant 
 
 When life moves along like a song; 
 But the man worth while is the man who can smile 
 
 When everything goes dead wrong.** 
 Persistency accomplishes a great deal. People re- 
 spect the persistent man. ( )f course, one might over- 
 step the bounds in anxiety to make a sale, but that is 
 a place to use judgment and know when to stop. My 
 idea of {persistency is a steadfastness of purpose, a be- 
 lief in the business in which you are engaged, a con- 
 fidence in yourself and your goods and prices, and your 
 intention to have a public hearing if persistency will 
 win it. 
 
 To achieve success one must have untiring energy. 
 Nothing worth having is obtained without an effort. 
 If you desire a life of ease you must work hard and 
 earn it. If you want your business to improve you 
 must show people why it is to their interest to trade 
 with you. Your profits depend upon your sales and 
 naturally you want them to trade with you. This is 
 
 EVANS'S ESSAYS. 247 
 
 understood. What you should try to make plain 
 through personal conversation and through advertis- 
 ing is the several reasons why it will pay customers to 
 trade at ^our store, and what you are willing to do to 
 hold their trade. People generally trade where they 
 think they get the most for their money, either in 
 quality or quantity. If you can show them that you 
 can better satisfy their wants than others, or that they 
 can trust you implicitly, then you can have the busi- 
 ness. Naturally, as so many other reliable men are 
 out with the same intentions, one cannot acquire even 
 his own share without considerable effort; but he who 
 is not willing to work to achieve success is not worthy 
 of it and can never obtain it. 
 
 Going up stream is always slower and harder work 
 than going down stream. The writer once read a little 
 story regarding a man who was trying to encourage a 
 friend to work harder by citing the quotation, "'iliere 
 is plenty of room at the top," and lie was surprised to 
 hear the answer that he guessed "he would stay with 
 the crowd." Many others are of the same mind. Such 
 will never be willing to put forth the efforts which suc- 
 cess costs. 
 
 To advance requires that we have a good reputation 
 among tlie people. What a man does outside of busi- 
 ness hours lots of times affects his business. If he 
 gambles a little it hurts him not only with his creditors 
 but with his customers. A man must have a good 
 reputation morally, as well as be ap honest, upright 
 business man. Success which we earn is appreciated, 
 and a man who works hard to build up a business 
 generally keeps it. Some business men who achieve 
 a moderate degree of success immediately after open- 
 ing up believe themselves to be children of fortune, 
 and immediately settle back in their chairs and expect 
 to have nothing harder to do than count money during 
 the rest of their lifetime. Such are generally disap- 
 pointed. "A new broonA sweeps clean," is an old say- 
 ing. Many patronize a new store because they know 
 
• 
 
 II' • " 
 
 ill 
 
 EVANS'S ESSAYS, 
 
 that everything is brand new, and if the store proves 
 it worthiness it has a chance to hold many of its 
 chance customers. 
 
 Improving the appearance of our surroundings and 
 
 the condition of our q^oods and cards can be accomp- 
 lished with little effort during dull times, and doing 
 this will help greatly in improving business later on. 
 There is no difficulty in finding- men who are willing to 
 enjoy the results of hard-earned efforts, hut there are 
 not so many who are willing to make the effort first. 
 All rules are subject to exception, hut it will generally 
 follow that the man who works the hardest along 
 proper lines will accomplish more than the easygoing 
 fellow. 
 
 "Desire not to live long, but well ; 
 How long we live, not years but actions tell." 
 
 ^1 
 
 THE PHILOSOPHY OF BUSINESS 
 
 CHAPTER LXVI. 
 
 THE LINE OF LEAST RESISTANCE 
 
 To be Followed Only when Productive of Best Rdiiilt»— 
 Should Have Some MeUiod to Ditcover Prospect's De- 
 sires—Keep PenKmal Preference in tlie Background — 
 Metfiods of Suggestion in Selling Watdie»— Take a Vwm 
 from Outside tiie Counter. 
 
 WHILE not advocating taking the course which is 
 the easiest in preference to taking that which is 
 the most productive of results, the thought has 
 
 often occurred to me that much valuable time is wasted in 
 trying to lead a customer to purchase that for which he 
 does not care, instead of following out the line of least 
 resistance and selling him that particular article for which 
 he has use or choice. 
 
 Ofttimes it is a difficult .matter to discover just what 
 article appeals to a customer, and each jeweler has or 
 should have some method of obtaining an endorsement 
 of the article most interesting to him. For instance, 
 someone enters and asks to be shown sterling silverware. 
 His taste may run to simply designed patterns, with little 
 if any ornamentation upon them. In such a case it is 
 very easy to know the style of goods which appeal to 
 him, but one may have in stock a large number of such 
 patterns, some in bright, others in gray finish. Unless 
 indicated in some way that he had special choice, it would 
 be wise to urge the desirability of the pattern of which 
 you had the best stock, because then you could show a 
 considerable assortment of the goods, and it would rea- * 
 sonably appeal to him that you must have liberal sales in 
 the line in order to justify the carrying of the stock. On 
 
250 
 
 EVANS'S ESSAYS. 
 
 the other hand, if he should show preference for a pat- 
 tern of which you carried but a few pieces, you should be 
 able to quote prices readily on the other goorls inquired 
 for, in order to make good your statement th.it you had 
 sold down low on the pattern in question. Business de- 
 mands that you should not urge against the purchase of 
 one particular pattern which you have shown a customer, 
 unless same is one that has been discontinued and for 
 which reason it would be difficult to match. It is poor 
 policy to display goods as being desirable to purchase and 
 then to antagonize the customer when he shows that he 
 thinks they are worthy of consideration. On the subject 
 of silverware it would seem advisable not to display pat- 
 terns which you were closing out of stock, except when 
 you could show them to a customer purchasing a present 
 where it would not make any difference whether they 
 could be matched or not, and where this fact was men- 
 tioned at the time of purchase. 
 
 Too often we allow our own preferences in choice of 
 goods to lead us into a discussion as to the merits of va- 
 rious articles, forgetting that we have our entire stock 
 for sale, and it ought not to make any difference to us 
 which goods we sell. Women often will ask a jeweler 
 which of two pieces of jewelry he considers the prettiest 
 and most desirable. Unless she has previously indi- 
 cated her choice, it is dangerous to choose for her. We 
 usually answer that when we purchased the goods we 
 selected from the lines shown the most desirable patterns 
 of goods, and that it would be almost an impossibility to 
 decide just which to select of the two pieces of goods 
 which were being especially considered. If the goods 
 were ot equal value tell her that it is merely a question 
 of buying one and leaving the other; which she took or 
 left was but of small moment. If there was a difference 
 in price, tdl her honestly just where the difference ex- 
 ists, and why the one is most expensive. Little differ- 
 ences in workmanship may be pointed out which explain 
 why one costs more than another. This does not con- 
 demn the lower priced article, but accounts reasonably 
 for the costliness of the other. 
 
 EVANS'S ESSAYS, 251 
 
 In the matter of watches a good deal of time is wasted 
 in trying to lead a customer to buy a watch about which 
 lie knows absolutely nothing, whereas he has asked to be 
 shown some particular make of watch. He has not asked 
 lor your advice or opinion in the matter. He has called 
 tor certain goods, and is entitled to be shown what he 
 asked for without being urged to buy others. Many 
 Customers will ask your opinion about watch movements 
 and cases; you are then perfectly justified in speaking 
 of your favorite make of watch. If a man enters your 
 store and informs you that he is considering the pur- 
 chase of a watch, and asks you to show him something 
 suitable, then you have the perfectly just right to dis- 
 play your own special watch, and urge its desirability and 
 worthiness as a timekeeper. If, on the other hand, your 
 caller has been in two or three stores, has been talked to 
 regarding the merits of one particular watch, and comes 
 to you thinking he can find a handsomer case, or perhaps 
 obtain some advantage in price, if you immediately an- 
 tagonize the watch mentioned and produce the one which 
 you think is the best, you have simply unsettled his mind, 
 so that he will not purchase at all then, or else he will go 
 back to one of the other stores and buy what he wants. 
 If you show him what he calls for, and keep your own 
 particular brand in the background, you may sell him 
 just what he wants, and at little trouble. If, in the tray 
 which you lift out of the case, are two or three of your 
 own special watches, the style may please him to such an 
 extent that he will ask about them, thus giving you a 
 chance to explain their desirability. Unless such inter- 
 est is shown, it is advisable not to try to lead him into un- 
 known ways, when he is already well established in the 
 "line of least resistance." 
 
 Let us consider the matter from the other side of the 
 counter. For instance, you are considering the purchase 
 of a library chair, and you enter your favorite furniture 
 store stating what you wish to look at, as, for instance, 
 one of the large rocking chairs, finished in black leather. 
 Would you be surprised if, instead of showing you what 
 
252 
 
 EVANS'S ESSAYS. 
 
 you asked for, he took you back and showed you some 
 brown or rea covered chairs, not rockers, and informed 
 you that these chairs were prettier and more desirable 
 man what you had in mind ? Would he be very much in 
 dMger of making a sale to you, unless he showed you 
 what you came after? Wouldn't you have to consider 
 the proposition a while before you changed so pro- 
 nouncedly from what you had in mind to purchase ? And 
 in the mean time, while you were down town, if you 
 should go to another furniture store asking to be shown 
 large leather rockers in black, and were accommodated 
 without bemg shown anything else to confuse the mind, 
 would not the fact make almost certain that you would 
 take the chair from him, even though you ordinarily 
 wuld give the first dealer the preference? One cannot 
 afford to take chances in such matters. The few cents 
 extra profit made, if such be the case, will not compen- 
 sate for the loss of confidence if the article recommended 
 ^ould not equal expectations. If, as often is the casr , 
 the article recommended is equally expensive, or per- 
 haps more so, your efforts to give him greater Value for 
 his money are seldom appreciated. If he buys what he 
 asks for he has assumed part of the responsibility. Then 
 if he returns with a complaint an exchange can be ar- 
 ranged for what you especially recommend, and satisfac- 
 tion will then be the greater on both sides. The old say- 
 ing, ^ Convmce a man against his will, he's of the same 
 opmK>n still," is a true one, and if we study the situation 
 closely we cannot but determine that we consult our own 
 best mterests when we "follow out the line of least re- 
 sistance." 
 
 EVANS'S ESSAYS, 
 
 253 
 
 CHAPTER LXVII. 
 
 SYMPATHY FOR THE TROUBLES OF CUSTOMERS. 
 
 Those We are Obliged to Notice, Though Un^ympatfaetio— 
 Moderate Guarantees Advisable — ^Adjustment of Com- 
 plaints — Independence Not Always Necessary— Take the 
 Benefit of a Doubt— Camiot Measure the Influence of a 
 Dissatisfied Customer. 
 
 NOW the jeweler may he a man of sympathy, or he 
 may not. It may be that the troubles and suffer- 
 ings of others may awaken sympathetic chords 
 within us, or we may be cold and heartless as regards such 
 matters. Be that as it may, there is one way in which we 
 are obhged to share our customers' troubles, whether we 
 wish to or not, and that is when that trouble is in connec- 
 tion with some article of jewelry which was purchased 
 at our store, and which through the vicissitudes of life 
 has become injured so that it docs not give its usual serv- 
 ice. Then comes the question of the guarantee. The 
 customer can remember just what you said about the ar- 
 ticle, and sometimes can remember more than you said. 
 Sometimes they remember a price much in excess of that 
 actually paid. What are you going to do about it? That 
 is the (juestion. You sold it, and you guaranteed it, and 
 you made a big profit on it. \\liat do you propose to do 
 to make things right with the customer? Well, in the first 
 place, in order to avoid such complaints, we should be 
 moderate in our statements. 
 
 We should not proceed upon the theory of the cheap 
 filled case maker, who figures in this wise: "Perhaps 
 tiie customer may give it away, or he may lose it, or he 
 may get hard up and be obliged to pawn it, or he may 
 have his pocket picked, or he may drop it on the railroad 
 and a train may run over it. In fact, so many things 
 may happen to the article before it proves that we are 
 
254 
 
 EVANS'S ESSAYS. 
 
 liars, that it does not make much difference what we 
 say to make the sale." Some jewelers may proceed on 
 this theory, but my idea is that most of the extravagant 
 guarantees are given by inexperienonl clerks, or else the 
 imagination of the customer has created them. ^ But, 
 moderate as we may be in r^rd to what we guarantee, 
 we still have from time to tune, complaints which must 
 be adjusted to the customer's satisfaction. Now, we all 
 have our own ideas of what is right and fair to demand, 
 but we must learn to k>ok at thingps from the other side 
 of the counter. If your customer is open to reason per- 
 haps you can convince him or her that they are asking 
 more than justice demands that you should do, but there 
 is an old saying to the effect that, "Convince a man against 
 his will, he's of the same opinion still," and you'll find 
 this to be the case, to a certain extent, in the handling of 
 complaints. It is not always wise to make a custcHner 
 feel small, or ashamed of himself. If he has pondered 
 the matter over at home, has finally made up his mind 
 that he has a just cause of complaint and has' come to 
 your store with it, tliere is a question whether you can 
 persuade him that he is unreasonable without acquiring 
 his ill-feeling. 
 
 One day's business, or one particular sale, or one par- 
 ticular customer do not make a business, but they help 
 to do so. It is better for the sake of your business to 
 allow yourself to be occasionally imposed upon, as it 
 were, than to always obtain your rights and lose a cus- 
 tomer. If your customer is asking something unreason- 
 able, in time he'll come to know it, and the fact that you 
 were kind and considerate in your treatment of him un- 
 der such circumstances, will cause him to feel an interest 
 in your business otherwise impossible. He will under- 
 stand that you have done liim a favor and he will recip- 
 rocate. W e all know that tliere are occasions when in- 
 dependence is necessary, but they do not happen as of- 
 ten as some people think they do. The customer who 
 brings a watch into your store for a mainspring should 
 be told that the watch must be cleaned before you can 
 
 EVANS'S ESSAYS, 
 
 255 
 
 guarantee it to give him satisfaction. Then, if he de- 
 clines to have it cleaned because of the cost, you have 
 some ground for telling him when he returns it, that the 
 watdi must be cleaned. 
 
 Very often the jeweler takes in a watch for a main- 
 sprmg and says nothing about the cleaning. The watch 
 does not run properly, the customer returns it under the 
 impression that the trouble rests with the spring which 
 you have put in for him. Then you tell him that the 
 watch needs cleaning and will cost him a dollar or so 
 more. He does not understand it; he brought the watch 
 to you to repair, and as he understood it, you did every- 
 thing it needed. Now you want another dollar to make 
 work good which should have been done before. The 
 only way you are going to satisfy that fellow is by clean- 
 ing his watch for nothing. All that can be avoided by 
 following the rule advised in the first place. Insist upon 
 cleaning any watch brought in for other repairs, unless 
 you have previously done that work within a short time. 
 
 Then you have numerous complaints about a ring 
 which you have soldered becoming unsoldered ; stones set 
 in rings and pins commg out, and so on. How can you 
 keep your repair department going and returning profit, 
 and at the same time keep your customers of the satis- 
 fied sort? Well, as near as I can figure it out, it is nec- 
 essary that you charge a sufficient amount for each and 
 every job done, to cover the little incidental complaints 
 which require service for nothing. In taking in work be 
 thorough. Learn a customer's desires and quote a price 
 which will allow you to do the work necessary without 
 slighting it. Give yourself the benefit of the doubt on 
 difficult work. One thing to remember is that your cus- 
 tomers will stand for an overcharge on a job, rather 
 than to pay over for some job which they consider was 
 not properly done the first time. 
 
 No matter how you try you will find customers who 
 will kick. Now, you must decide whether you are going 
 to try and keep that customer's trade or whether you 
 consider that their trade and influence is worth so little 
 
256 
 
 EVANS'S ESSAYS. 
 
 that you can afford to offend them. And right here is a 
 difihcult problem to solve. You may know to a cent how 
 much the trade of a customer is worth, but you cannot 
 measure the mfluence. Sometimes people who trade 
 least are good advertisers. Thev make a big noise in a 
 store when they come in to complain, because they wish 
 to be sure that you will give them what they consider 
 their just deserts. Such people often do loud talking 
 outside for a store, or will bring a customer to you. Mar- 
 shall Field used to say, 'The customer is always right." 
 We know that this is not true, and yet a mammoth busi- 
 ness has been created on that theory. Can you afford to 
 set yourself up as an authority on how best to use cus- 
 tomers, in opposition to the policy of a big store like Mar- 
 shall Field's? No, you cannot do it. You know that af- 
 ter all, it is the little things of life which worry most, and 
 some people who act the smallest over a picayune trans- 
 action, loom up bigger in larger transactions. Give tiie 
 customer the benefit of the doubt always. Allow your- 
 self to be imposed upon, rather than to take advantage 
 of a customer. We realize that sometimes it is almost 
 more than an independent man can stand to have himself 
 imposed upon, but do not lose sight of future possibilities 
 in present transactions. 
 
 EVANS'S ESSAYS. 257 
 
 CHAPTER LXVIII. 
 
 A CAUSE FOR EVERY RESULT. 
 
 RUlct for Attaining Socccm The Matter of Accommoda- 
 tioii— Mutt be Done Gradoasly— Correcting the Cus- 
 tomer*! Brror»— Need of Money Has Little Influence on 
 Seles— Helping Out a Friend— Be Sure to Satisfy the 
 Cvstonier. 
 
 WE hear a great deal to-day through advertising 
 matter, that ''there's a reason." We do not of- 
 ten apply that statement to many things, but if 
 we stop to analyze the various questions which engross 
 the public mind and eye, we will see that there is a cause 
 for every result. By the way, some bright mind has 
 pointed out the difference between results and conse- 
 quences. He says results are what we hope and work for ; 
 consequences are what we get. Nevertheless, there are 
 reasons which one can find for the success of one store 
 and the failure of another. :Many stores are conducted 
 upon such policies that ruin is written on the wall even as 
 Belshazzar's doom was written so many years ago. 
 
 It is not enough to desire success, or to wish that we 
 had money. Even the corner loafer whose only ambition 
 is a job to unload schooners, is equally anxious to obtain 
 money, because money will purchase that which he de- 
 sires. It would seem as though it should be simplicity it- 
 self for each storekeeper to be a successful merchant ; so 
 many trade paper writers have told how to do it. And 
 yet, week after week, we read of this one and that one 
 who has petitioned in bankruptcy, assigned, or is seeking 
 some kind of settlement. And the strange thing about it 
 is the fact that, as the insane asylums do not contain ev- 
 ery one who is entitled to a place in them, so too, the 
 complete list of "business failures" will never be written. 
 Why is one store a complete success? And why is its 
 
EVANS'S ESSAYS. 
 
 neighbor a failure? These questions are not hard to 
 answer if one searcli diligently for their solution. There 
 are certain hard and fixed rules which have been laid 
 down from time ininiemorial which one must foUow in 
 order to attain success. You have read these so many 
 times, that it seems idle to mention them again. Thev 
 are such quahfications as honesty, truthfulness, prompt- 
 ness, and so on. Do not infer for a minute that the wrkcr 
 charges the unsuccessful merchant with being short in 
 any of these particulars. Remember that success is not 
 promised by any of the great thinkers, to those who fol- 
 low these set rules, but it is given as a positive truth that 
 success cannot be attained without them. After that 
 there comes the necessity for a great many additional 
 qualities, in which, however, men differ radicaUy 
 
 l^or instance, in the matter of accommodating custom- 
 ers there is an opportunity for a wide range which will 
 include all sorts and conditions of men. Here we find 
 the man who will go the limit in the matter of accommo- 
 dation, and all grades down to the man who never did 
 anytliing for anybody unless there was something In it 
 
 ^"""^ ^^'^'^ ^"^ther factor to beTonsid- 
 ered, and that is courtesy. It is not enough to perform 
 some desired act, but it must be done graciously. It is 
 tlie difference in manner in which men do things, which 
 makes one man popular and another unpopular You 
 step into a store and ask for something which will re- 
 quire an unusual effort to perform. The goods are in an 
 upper room, or in an adjoining warehouse. If the man 
 who starts to wait on you goes after the article requested 
 muttering to himself because of the enforced exiinse of 
 energy-, you do not feel like troubling that same man 
 agam. \ou would much prefer to go a little ways fur- 
 ther and seek the article desired at a store where the pro- 
 prietor or clerks are willing to oblige and do so in a pleas- 
 ant manner. *^ 
 
 Then there is another difference of manner which 
 makes for either a pleasant or unpleasant effect Cus- 
 tomers ofttimes in error call things by incorrect names 
 
 EVANS'S ESSAYS. 
 
 259 
 
 You can correct them in an unpleasant manner which will 
 offend, or you can demonstrate the use of the article and 
 call it by its proper name; or if the customer is selectmg 
 the article for a use which will make well informed ac- 
 quaintances smile, it is easy enough to set her right with- 
 out giving offense. Take, for instance, the many little 
 articles of silver which can be used for different pur- 
 poses, although the trade name may indicate but a smgle 
 one for which use can be found. If the customer is mak- 
 ing an error, state the fact that it can be used for several 
 different purposes, although the manufacturer catalogues 
 it as so and so. You thus save your customer from buy- 
 ing a cuticle knife for an envdope opener, or other simi- 
 lar mistakes. The matter of personality enters into every 
 transaction. Customers dislike to leave a store without 
 purchasing when they are shown every attention and 
 courtesy possible, but if they are antagonized at every 
 turn, contradicted about this and that, and have to listen 
 while the proprietor or salesman airs his superior knowl- 
 edge of the goods, they will most Ukely retire without 
 
 buying. . 
 
 Your desire to sell goods will never bring you anything 
 unless you can advance some reason other than the fact 
 that you need the money. For every dollar there is a 
 dozen hands stretched out. You cannot make sales by 
 condemning competitors or the class of goods they carry. 
 One must show himself, above all other things, to be a 
 man. Sometimes the fact that a man is big and liberal 
 in his views will win a sale for him which would other- 
 wise be lost. Every store has its customers ; those who 
 would not willingly go elsewhere to trade. However, in 
 every city are men and women who are well enough ac- 
 quainted with several jewelers that they cannot properly 
 be called customers of any one store. They buy where 
 it pleases them to make the immediate purchase. How 
 shall we handle such customers? They look around be- 
 fore buying. Well, here is how one jeweler made a sale 
 to such a customer. He showed him diamonds and the 
 customer finally decided that if he bought any from him 
 
26o 
 
 EVANS'S ESSAYS 
 
 it would be one at $150. He stated that he wished to 
 00k m one n.ore store before deciding. Th^hTw^gS 
 ing to think the n.atter over and decide where he 
 he could do the best. He mentioned the name^X 
 store where he wished to look, and the nai^^iijthat 
 ot a fnend of the jeweler, the latter thoughihe m^t^M 
 
 land Z 'Vr^'^r'' I'' that if he coK 
 
 land the sale himself, perhaps his friend might be able to 
 
 mention.^' accordingly told the customer that the sto^ 
 mentioned was a good one, and that he could safely 
 his purchase there. He said, ''You tell Mr ~^^t 
 how much you want to pay and he'll be perfectly honest 
 with you, and give you full value for youV^mS" Mr 
 "Wet'ifThltJ^^t^ surprised when ^is cusZ^eV sM] 
 tw T it? ^ '''^^ >'^" ^^^1 ^bout it, I don't think 
 tha^I need look any further. I'll take that ring." 
 
 SSr; 1, ' ""^^u cannot saw wood 
 
 with a hammer." Show your customers that you 7^ 
 big man m a business way. This vou rannnf L k 
 "chesty/; It IS by being'above thrg,^^^^^^^^^^^ 
 
 ^e Ar^av?c / '""^"'^'^ self-respect to make a 
 h. h.. T ^""^ ^'T customer away satisfied, whether 
 iK,vf-T'^^i ^ T^emember the sS 
 
 '^''y establishment, "1 T 
 isfied customer is our best advertisement." 
 
 EVANS'S ESSAYS. 
 
 CHAPTER LXIX. 
 
 THE ELEMENT OP CHANCE. 
 
 Conciliating the Customer with a Complaint — Kickers Satis- 
 fied with Only One Kind of Settlement— Every Trans- 
 action Presents a Chance for Good or 111 Will — A Change 
 of Mind Through Suggestion — ^Pleasing the Finicky 
 Customer. 
 
 WHILE not believers in "luck,"" as it is generally 
 termed, we must all agree that there is a cer- 
 tain element of chance which enters into every 
 sale, and every transaction which takes place in our stores. 
 The door of your store opens and a prospective customer 
 enters. You step forward to meet her and to learn her 
 desires. Perhaps she has entered for the purpose of mak- 
 ing a complaint about the wearing qualities of some arti- 
 cle purchased of you. Perhaps her complaint is not just, 
 or her manner of making it strikes you unfavorably. Then 
 comes the ''element of chance." You have the opportun- 
 ity of so handling that customer that you conciliate her, 
 and make her a walking advertisement for your store, 
 or (which is perhaps more likely to occur), you go up in 
 the air, and tell her very plainly that she is unjust in her 
 expectations and claims, and let her understand that you 
 will not be imposed upon. If you go at it right, you can 
 at almost no expense make that woman your friend and 
 well wisher. If she is innocent of any intention to take 
 advantage of you, she cannot but be well satisfied with 
 your treatment, wdiile if she knows that she is imposing 
 upon you, she will respect you for your courteous treat- 
 ment and will send enough customers your way to make 
 good for the little which she has cost you. 
 
 On the other hand, if you talk to your customer as 
 though you considered that she was trying to take advan- 
 
262 EVANS'S ESSAYS. 
 
 tagc of you, and you show that you are angry about it, 
 she wiU reciprocate your feelings, and perhaps will insist 
 to such an extent that in order to pfievent a scene which 
 will attract the notice of other customers in the store, and 
 be reported on the street, you will agree to do what the 
 customer asked you to do in the first place, but, as you 
 are doing it under pressure, you do not gain the good- 
 will of the customer the way you would if you had agreed 
 to make good without any trouble. There are a certain 
 number of people in this world who can best be described 
 as kickers. While they are universally despised, they 
 |ust as universally get their rights. The easy-going cus- 
 tomer often accepts in silence misfit clothing from the 
 tailor, or takes hiis watch to another jeweler to be re- 
 paired, paying the second charge rather than filing a com- 
 plamt. Not so the kicker. He has paid his money and 
 demands satisfaction. One thing to remember in waiting 
 upon such customers, is the fact that there is only one 
 settlement which will satisfy them, and that is by doing 
 what they request If you intend to do this, or will do it 
 as the pnce of peace, do it without any argument. Un- 
 iHeasant scenes with customers of this sort unfit you to 
 wait upon the next customer, who perhaps may notice 
 some htUe discourtesy and postpone the prospective pur- 
 cxiase. 
 
 As stated in the opening sentence, there is an element 
 of chance m every transactbn which takes place in youi 
 store. A customer is seeking some little article as a gift 
 for a wedding or anniversary. He is kx^ng for s^e 
 odd piece of goods, which you do not happen to have 
 l|ut remember, he does not have to buy just that one arti- 
 cle. It is up to you to change his mind about it This 
 you will never do by telling him bluntly that you do no! 
 have the particular article called for and asking him if 
 something else will not do. Argue it out in this way, 
 1 suppose you are thinking about this artkle in connect 
 tion with the approaching wedding of some friend. Now, 
 while we do not happen to have that in stock, we have 
 made unusual prq)aratk)ns for this spring's wedding 
 
 EVANS'S ESSAYS, 
 
 263 
 
 season, and I am sure that we can find something which 
 perhaps you have not yet thought of which will be even 
 more desirable than the one you had in mind. At any 
 rate, it will not take more than five minutes of your time, 
 and if we do not find anything you like, tiiere will be no 
 harm done." 
 
 One customer out of ten will insist that the article 
 asked for is the only thing that will do, while the otfier- 
 nine are open to convictk>n. Most inquirers after a piece 
 of goods, merely have that as a starting point. They do 
 not care whether they buy that one thing or somediing 
 else. But it remains for the man who can suggest some- 
 thing else to them to make the sale. Merely telling them 
 tfiat you have not what they are looking for will never 
 bring you business. Remember that you are a merchant 
 and not merely a storekeeper. Remember that your cus- 
 tomer is in your store because he has confidence in your 
 judgment and hcmesty. Remember that he values your 
 advice ^ve his own ideas. Be master of the situation. 
 Do not argue wiA customers. Persuade them that cer- 
 tain things are desirable. Convince them that you are in 
 reality in Uidr empk>y when you conduct your store; 
 that Uiere are certain customers on whom you rely for 
 support, aiul of whom you think when you are buying 
 goods. Impress upon them the fact that your guarantee 
 of quality is dieir protection. Teach customers that they 
 can depend absolutely upon your word, .and that your 
 word is your bond. 
 
 The demoit of chance enters into the transaction with 
 a customer who is seeking some small and trivial article, 
 and who is taking much more time than the purchase 
 warrants. That same customer will want other and bet- 
 ter things. Perhaps he is "fussy," or ove^ particular. 
 Perhaps he can see small and infinitesimal defects upon 
 articles shown. Perhaps yotl feel like urg^ing him to go 
 somewhere else and buy. Don't do it. That same cus- 
 tomer is going to buy a great many articles in your line, 
 and the store that will sell him these various things is die 
 store which will go out of its way to please him. 
 
264 
 
 EVANS'S ESSAYS. 
 
 \ou will often find that the customer who is finnicky 
 about some trifle, is just as much the other way when he 
 comes to buy a watch or diamond. Just think it over to 
 yourself this way: "Here is a customer of the sort that 
 no one wants. Yet in a lifetime he will buy a great deal 
 of jewelry He has his friends, too, whom he can send 
 our way.^ It there is any way under heaven that I can 
 please this man without sacrificing my self-respect or my 
 profit, I m going to do so." The customer who buys 
 quickly and who does not ask unnecessary questions re- 
 ceives good treatment wherever he goes. Your chance 
 Ot making any great impression on him is very small It 
 IS with the man who is so constituted that he makes a 
 
 ^1^4 • ^'^''^ ^^^^"^^ to make a 
 
 strong fn^d. Think of this when you next strike a cus- 
 tomer of this sort. 
 
 Your repairing department presents another "chance" 
 luJ^ /"ends. Many jewelers neglect this branch of 
 tiicu- business, particularly the repairing of clocks. And 
 
 l^i^Z^'^T^''^'^^'^ ^^^'^^ "^^^t which need 
 
 repairing. If you have calls for doing this work do it 
 
 promptly and do it right. Charge enough to cove^ your 
 
 trnie caning for ^d deHvering them, but do the work and 
 
 do It on tune. Youll make many a friend in this way 
 
 In dosing, let me just remind you of the element of 
 
 chance m every transaction, and as the rule in cards is 
 
 when m doubt.play trumps," I might say, in every trans-' 
 
 tS^' ^"""^ ^^^^ '^""''^'y p^- 
 
 EVANS'S ESSAYS, 
 
 26s 
 
 CHAPTER LXX. 
 
 PROFITING BY EXPERIENCE. 
 
 Making Lessons of the Past Help in tiie Future— Experience 
 Gained Through Mistakes it Worth its Cost— The In- 
 sistent Demand lor Accommodatioii— Planning Advertis- 
 ing for the Newspaper and the Show Window— The Fu- 
 ture Depends on Satisfied Customers. 
 
 THERE are people wlio obtain a living (I almost said 
 earn a living) by j^retending to look into the fu- 
 ture for other people, and through the informa- 
 tion thus acquired to be able to advise their patrons just 
 what to do in order to achieve the desired result. Thus 
 we hnd fortune tellers, clairvoyants and palmists, living 
 in out of the way parts of each town, in houses long since 
 discarded by ordinary people, and yet who claim to be 
 able to advise customers what stocks to buy and what 
 to sell in order to win in the stock market; who will tell 
 a person whether their proposed change in business is 
 wise or otherwise. It seems strange that these "failures" 
 in life as they are labeled by their appearance and man- 
 ner of living, can hoodwink any sane person into believ- 
 ing that, through any i>ossible combination of circum- 
 stances, they could be able to tell that person anything of 
 value or anything which he did not already know. 
 
 However, it is not the purpose of this article to enter 
 into controversy with any one who obtains a livelihood 
 irom such methods, or with those who through charity 
 or mental incapacity, contribute to their expenses. The 
 Good Book which has come down to us through the ages 
 contains this very apt advice, ''Forgetting those things' 
 which are behind, and reaching forward for the things 
 which are before, I press toward the mark." It is not 
 sacrilege to use this sentence in connection with the re- 
 
266 
 
 EVANS'S ESSAYS. 
 
 ttl^.T.^'^, ^« advocating tlie forget- 
 
 in ir^' *«»««««nents and failures of the 
 mi!;K i" ^«»s a man. We sliould re 
 
 in'thl .J^J:'*'. Y '-ght us by lard 
 
 Sde that !L^L°'-*^I?"«='' ^^■'^ not de- 
 
 would wish^th'*"''^' j"^' ^vhat ^ve 
 
 wouia wish that there is no use in trvine We ^lin„u 
 
 M;cf 1 '^'^!"'Von.occun-ence for men to make mistake. 
 Mistakes m buying are often 'made, but unless the buvo; 
 has been reckless in his purchases/ the los s not X 
 
 no t-.^o^i'srsjLriJ.a-^^^-s 
 rf^SSi- Sff -"^'C- - ^^^^^ 
 
 EVANS'S ESSAYS, 
 
 267 
 
 Nevertheless, the accommodation to the ccwnmunity is 
 great, and is not only appreciated by the public, but is 
 demanded by it. Thus it is with some articles of jewelry. 
 The demand for them is not particularly great but it is 
 insistent. 
 
 A customer in search of one of these articles will nat- 
 urally go to his regular jeweler's for it, but not finding it 
 there he will go elsewhere in search of it, and the store 
 which has it will see him again. "The past at least is se- 
 cure." No need to worry about that. To-day is here 
 with us now and we should improve each shining min- 
 ute, for to-morrow it will be a matter of history. Look- 
 ing to the future, we should strive at all times to make 
 each succeeding day an improvement jon the preceding 
 one. How can we do this. You can answer for your- 
 self, as the writer can for himself. Goods which we dis- 
 cover to-day to need attention of some sort, should be 
 put in proper condition so that the returning customer 
 will find an improvement, and having been partially 
 tempted the day before will be a quick customer to-day. 
 
 "^'our future advertising should be carefully planned 
 out now. There has been such a great change in jewelers 
 the past few years that nearly all of them are advertis- 
 ers to some extent, and in some way. Most jewelers use 
 small space, and as a natural consequence do not get 
 much into their advertising. It is a mistake to try 
 and crowd too much into an advertisement, and as to 
 quoting i)riccs in a newspaper, it means practically noth- 
 ing. Better give general talks about your stock or store 
 policy and then make your price quotations in your show 
 window where passers-by can observe both goods and 
 prices. In our show windows we should typewrite a 
 few short sentences about our store and stock, and then 
 paste the paper on which they are written on heavy card- 
 board so as to make the sign stable. Take, for instance, 
 a card like the following: *'Our future depends upon 
 you. You must be satisfied with your purchase and your 
 treatment, or we cannot hold your future patronage.' We 
 are here to please you." Oh something like this : "Here 
 
268 
 
 EVANS'S ESSAYS 
 
 is a store where one is freb to come when he ulease. pv 
 
 reason for Zt dllV j"^^^ i^''? ^ satistactory 
 transaction whirjLeTp,^^^^^^^^ 
 
 vinces us that you arela^'^C 
 quest, so we will do just what voTLv n 
 tl^at the request un^elS^^^^ Yn,7^" '"^^^^'^ 
 
 knows that just as well as voH^ W ^"^^^"^^^ 
 predate vou - courteTy and kindn^« He cannot but ap- 
 he certainly will mil Jim f ^""^^^^ matter, and 
 
 make up to you over and over thf^ rr^cf 
 of keeping Ins good will. ^ ^^^^ 
 
 tpi^'th ^"^"'^ "^^^^ ^'•^ booking out for To oh 
 
 plemoreS^^Kotbl^^^^^^^ 
 
 IS the fact that you never km^loy^^^^ 
 
 going to be. The people who hZe ^Iu^X T '. 
 
 you are PracticaIIv\hrLgh buyin^^^^ 
 
 new purcliaser is an unknowHuantitv T^!' ""^'^^ ^^'^ 
 
 tonier as though he ^vere TLT n^l^* T'^""* ^^""'y ^"S" 
 
 your success de^nded SL'hi:;.""^^ ^"^^^"^ ^^^^ 
 
 EVANS'S ESSAYS. 
 
 269 
 
 CHAPTER LXXI. 
 
 THE WELL BALANCED LIFE. 
 
 Do You Sometimes think "What's the Use?"— Then Change 
 Your Methods — Don't be a Slave to Business at the Ex- 
 pense of Your Family— The Almighty Dollar Never Pur- 
 duned Health or Happiness — If Business Compels Atten- 
 tkm Night and Day, Better Quit and Try Something 
 Blae— Cultivate Your Competitora in a Social Way. 
 
 SOAIETIMES when business is dull, or its cares are 
 multitudinous and wearisome, one is inclined to 
 wonder whether it is worth while. The man who 
 is an employe has done his full duty by the concern when 
 he has performed the work which is his to do, and 
 whether or not there are many other things that need to 
 be done, it need not worry him. He is hired for a spe- 
 cific purpose, and when he fulfills his part of the agree- 
 ment he has done all that can be expected or required 
 of him. Not so, however, the owner of the business. 
 Not only must he perform his accustomed tasks, but 
 he must perform them ofttimes under great disadvan- 
 tages. He may have an unusual number of customers 
 in the store during the day which has interfered with 
 the progress of his work. Perhaps this may necessitate 
 his remaining after the store is closed in order to catch 
 up. This, then, is where the employer and employe are 
 somewhat differently situated. The employe works so 
 many hours a day, and can go to his home at its close 
 free from all care about the business. The proprietor 
 cannot so easily lay down his burden, but must have his 
 business continually on his mind, and be trying to devise 
 plans for carrying it on to even greater success. Some- 
 times this means that he will deprive himself of relaxa- 
 tion in the form of entertainment; he feels that he must 
 
2/0 
 
 EVANS'S ESSAYS. 
 
 hZ^lT? ^"^"ir If does this 
 
 It means that even if he can count himself successful, as 
 theworld counts success, his Hfe is an entire failure 
 
 wJr!r T ?^^^' ^"'^"^ ^^'h^^^^^ a "^a" owes as 
 
 well as attrition to his business. His prime object in 
 
 conducUng It is Aat his family and himself may enjo? 
 ^11? u w^^^d s pleasures than would be otherwise 
 
 L ""I ^o wrapped 
 
 up m his work that he cannot think or talk of anything 
 ^? He bccwncs a mere figurehead in his own family 
 
 S^r."^^^?^" -^^^^-"^ and tl e 
 
 money earned is accepted as a matter of course and en- 
 
 fardy free from any sentimentality. Now, this is not a 
 ^ condition to have in a family. The man, if he is the 
 ngbt kmd of a man, is worth more to his family than any 
 money which he can earn at a sacrifice of his part in the 
 soc^hfe of his family. The almighty dollar is almighty 
 ilf^^ S*"^^' but It never yet purchased health or hai^ 
 pmess. Be <^rcful then not to ofier too mucii sacrifice 
 of your own individuality at its altar sacrmce 
 
 your fanuly, it means that you must have a certain 
 amount of tmie which can be at their disposal. You will 
 ^« f^'^'? ^ their society when 
 
 f^^.u cares of business, will make you bet- 
 
 ter able to cope with Ae problems which confront you in 
 tiie busmess worid. Rest is said to be a change of scene 
 
 em you 11 never solve it by sitting up all night at it. But 
 If you wdl do something to distract your mind from the 
 
 lJ^ll^T?u that when you 
 
 again take the matter up your mind will more easily grasp 
 the details and more quickly reach a decision. When a 
 man is physicaUy or mentally tired out, he will often be 
 sent away for a change of scene, because in the change 
 of scene h,s mmd will be carried from the matters whifh 
 have been absorbing his attention to the new suS 
 gested by di, hills and valleys of the new c^ntJT ^ 
 Now what IS the use of waiting until you are ordered 
 
 EVANS'S ESSAYS, 271 
 
 away from business before taking the much needed rest? 
 You can just as well so arrange that sufficient time will 
 be given you to restore wasted tissue. If you were to be 
 suddenly taken ill and confined to the house for a couple 
 of months, somehow or other your business would get 
 along. Make up your mind that you w411 be thorough in 
 your work while in your store, but that you will not work 
 after hours either in the store or at home, unless once in 
 a great while it becomes necessary. Do not be a slave to 
 your business. If you cannot earn enough out of that 
 business during the daytime, with perhaps keeping open 
 Saturday evenings, better quit and get into something 
 which pays better or where the work is easier. Many a 
 watch repairer has given up a position where he has had 
 comparatively short hours, and where he has been able to 
 save money, in order that he might enter business in a 
 small way, and after opening his store he has felt it neces- 
 sary to work from seven in the morning to nine and ten 
 in the evening. Is it worth while? Not if you figure to 
 get more out of life than a few paltry dollars. If each 
 jeweler would only figure that his business w-ould be re- 
 spected more by the general public and that his commer- 
 cial standing would be much better among other business 
 men if he closed evenings, and met them in social ways 
 at clubs, he would be much better ofiF. 
 
 There is another line of sociability which each should 
 take up, and that is with all the other jewelers in your 
 own town. The past few years have seen wonderful 
 changes in such matters. Competitors there are to-day, 
 but through social intercourse and friendly discussion of 
 trade matters, the individual jeweler has come to realize 
 that unless he can make a profit on a sale that he might 
 better not make it. The jeweler is more prosperous to- 
 day than ever before, and all because he has mixed with 
 his fellows and found out that the well balanced life de- 
 mands that he develop himself along social as well as 
 commercial lines. Show the people that you are human ; 
 that there are other things you enjoy besides fixing 
 watches, or selling diamonds. 
 
2/2 
 
 EVANS'S ESSAYS. 
 
 t-ivi^ r> 1 carnage and take your lam Iv our for n 
 
 is thaf Avli^tn J^ne.sirange thing about human nature 
 K's Uiat ^^hen ycni begin to show the public that vou are 
 getting along, and are not so closelv r^nfi«^^ ♦ 
 busniess, just that moment a bt of Xpk S^^^ 
 ^ne you their patronage, which theTSe^iS 
 ^^'Sni''iJT''i ^'^^^^ ob'servldon ?h? ^^^^^^ 
 
 J J^^^ ^ Ijoy, but, ncdentallv that all 
 play and no work is even worse Tr.. or.^ • ^' . , 
 
 play together in such T w.^ that'^^ou wire^^^^^^^^^^^ 
 
 wL iv "^^ "i^^^^i work. A\^e are all 
 
 better off because we have to work for a hvin^ It L thl 
 crowding of an extra hour or two on to a^flVead full 
 day which makes us wonder whether life is vvorth I ving 
 
 EVANS'S ESSAYS 
 
 273 
 
 CHAPTER LXXII. 
 
 SELF SATISFACTION; IS IT COMMENDABLE? 
 
 Two Sides to Every Question — Easy to Overdo a FeeUng of 
 Self Importance — Customers Susceptible to a Delicate 
 Hint of Their Influence — Lead Away from Price Argu- 
 ment When Other Stores are Quoted — Selling Reliable 
 Goods Only Inures to Self Satisfaction. 
 
 ALMOST every subject has two sides to it. Even 
 great combinations of interests which are detri- 
 mental to the general public have two sides; the 
 
 inside and the outside. So, too, the question of self-sat- 
 isfaction lias two viewpoints, one of which will prove 
 that self-satisfaction is desirable, and the other that it is 
 harmful. It is a very liard proposition to convince a man 
 that } uur methods of doing business are proper and that 
 your stock of goods is all that it should be, and you cannot 
 do it unless you hold that opinion yourself. The question 
 resolves itself into this one thing: A man must so live* 
 and so conduct himself and his business that he can be 
 well satisfied with these several things. Then he can 
 very easily meet all comers. Of course, one may be sat- 
 isfied with his condition, when he ought to be alarmed. 
 He may feel that he is doing everything that he could do 
 to promote business success when he is neglecting im- 
 portant details. He may be so well satisfied with himself 
 that he gives his possible customers to understand that 
 he is a very important man in the community and that 
 their trade is of small consequence to him. Now, we all 
 realize that it is of utmost importance to us to hold our 
 trade, and if possible to get more. Because we seem to 
 be achieving a moderate amount of success we should 
 not assume the character of one who has accomplished 
 all that he ever expects to do, and that we do not need to 
 
274 
 
 EVANS'S ESSAYS. 
 
 ^^y tocT"" ^"''"^'^ ^ ^^^^^ at 
 
 f^Jllf" have competitors, more or less, altliough we of- 
 SvJXllT"' ^^^^ competition. 
 
 om Zil^^^^ vL* ^'^^ gradually gone down and 
 
 out, whric the younger, more zealous, more obliging com- 
 petitor has ma;eased until he has arrived at t fe dlth^^- 
 ton which used to belong to the old store. Th is w "re 
 
 Hs^l^ov^rf self-satisfaction buses' 
 It IS easily overdone. We must remember tliat our cus- 
 
 Sre irtht if"' -^"^ ^^-^ about human 
 
 Utl i ' I ^''^ susceptible to flattery. We all 
 
 hke to feel our importance. Thus you will find that you 
 must give your ctfstomers to understand that their p^t" 
 ronage is important to you; that you will do anvthinir 
 withm reason to obtain and hold it. This you can do 
 
 eTs^'lSrS^^^^ Eachofyorcu^tom- 
 ers likes to feel that they are important factors in mak- 
 
 lot of ^ V ^"^^ J* P°^^' ^ whole 
 
 lot of good. Your influence is worth more than any 
 
 amount of newspaper advertising we can do. If we sat- 
 
 iriLrh^ ^T«^ ^P^^^ ^ ^^^^ w^^d to your 
 ♦ perchance you ever get hold of a piece 
 of goods at our store that is not giving satisfaction^ re- 
 turn It to us and we will , cheerfully niake good on it " 
 Knowing that you are doing the right thing with custJm- 
 teriaS .T^ fvhifh wil ml 
 enally a^d you m doing business. It assists you in wait- 
 
 sTw^^ ste^Ko^?^ ^^^^^ — '"^ 
 
 IS worse than folly. You demonstrate that you are lun 
 "f^yoii htgin to berate him or his store^ You £ 
 
 l^irr^tKn^^-^^^^ ^^^^ confessed to Jou 
 
 customer that, m your opinion, the other store has you 
 
 EVANS'S ESSAYS 
 
 275 
 
 beaten. When a customer mentions the fact that he has 
 been looking elsewhere, and suggests that he thinks he 
 can do better in the other store, maintain the same man- 
 ner and demeanor as you had previously. Do not change 
 the tone of your voice, or act as thou|^ you thought that 
 his looking elsewhere would have any bearing on the case. 
 Argue about the desirability of your goods; the heavy 
 we^t ; the genuineness of die stones ; the workmanship. 
 If it be a watch, speak of its many good features ; its ad- 
 justments and timekeeping qualities ; give your customer 
 something other than price to think about. Give him to 
 understand that there are other things, and many of 
 them, which perhaps he is not familiar with, which deter- 
 mine the value of an article of jewelry. Also, speak of 
 the fact that your interest in die article does not end 
 when you have delivered same to him and taken his 
 money. Tell him that you make a profit on every article 
 sold, and diat he will never hear you whining because 
 you have had to make good on a sale. He will always 
 find you as ready to make good whenever that may be 
 necessary as you were originually to make the sale. The 
 jeweler's guarantee is worth somethmg, and must be 
 charged for. 
 
 Another method to practice which is productive of self- 
 satisfaction, is to handle only such goods as one can safe- 
 ly recommend. Then he can positively assure the cus- 
 tomer satisfaction and can also be well satisfied himself 
 with the sale. He does not have to look for the return 
 of the customer with a complaint at a later date. Too 
 often we follow out the line of least resistance in a sale, 
 when we would be following our own best interests and 
 safeguarding our customer's were we to advise the pur- 
 chase of a better article. It is so easy to advise, without 
 trying to force our (pinions. 
 
 Thus we can say to a customer considering the pur- 
 chase of a watch, "Of course, it is not necessary to buy 
 the most expensive watch in order to get fairly good 
 timekeeping qualities, but this one thing is positively so, 
 that you wfll never regret the purchase of as fine a watdi 
 
2/6 
 
 EVANS^S ESSAYS, 
 
 as you can afford to buv A wo^r-K j , 
 
 to conform to c«?aS^feed and 
 
 keep excellent time witK furthW a' uinf T-'"!" 
 
 ment. and will save you lots of time during a Uiltull 
 enough to make dt \l?^L^^ 
 
 watch as you can afford » " ^'^'^ ^ 
 
 duct your business so thft yS, ^„ fL^ 
 
 EVANS'S ESSAYS. 
 
 277 
 
 CHAPTER LXXIII. 
 
 SEE OURSELVES AS OTHERS SEE US. 
 
 Indifference to Public Opinion Not a Good Business Policy 
 
 Take an Occasional Look at Your Store from the Out- 
 side—Appearance of the Stock from the Customers* 
 Viewpoint is Important— Marks of Prosperity in Keeping 
 with a Display of Fine Goods— Keep All in Order. 
 
 SOME people profess to be absolutely indifferent to 
 the opinions of others. They pat themselves on 
 the back that this mental condition is theirs, 
 lluwever thai may be, there are vcrv few men or women 
 who have amounted to anything at all in this world who 
 have not given careful consideration to the opinions of 
 others. In fact, it is through the expressed opinions of 
 others that we learn whether our course of^ action is 
 pleasing or otherwise. A merchant prepares what he 
 considers a trade winning advertisement. He inserts it 
 in the leading papers of his town, or he mails it prepared 
 in attractive form to his prospective customers in the sur- 
 rounding territory. If no one ever mentions that adver- 
 tisement he is at a loss to know whether it was of any 
 material licnefit or whether its effect was not directly op- 
 posite from what he wished it to be. But, if an occa- 
 sional customer was to mentk>n some article particularly 
 described in the booklet or ad. and asked to see it, or if 
 some quotation is mentioned and com.mcnted on favor- 
 ably, then he has learned through the expressed opinion 
 of his customers the comiiicrtial value of that particular 
 advertisement. So, no matter how independent we pro- 
 fess to be of what other people may say of think about 
 us, the fact remains that we cannot long remain in busi- 
 ness, unless we obtain and hold the respect and good 
 opinion of our customers. This being the case, we must 
 consider all the time how our actions appear to others. 
 
2/8 
 
 EVANS'S ESSAYS. 
 
 The writer was in a jewelry store recently where the 
 proprietor had very neatly and tastefully arranged his 
 stock in his showcases in circles and semi-circles, and so 
 on, but he had arranged them all from the viewpoint ob- 
 tained from the back of the cases. They looked good to 
 him, but the effect upon the customer could not be other- 
 wise than amusing. If he had gone on the other side of 
 the counter and tried to take the viewpoint of his cus- 
 tomers he would have seen his mistake. The trouble was 
 that he was not considering his customers at all when he 
 arranged the display. Cultivate the habit of getting on 
 the other side of the counter. Also cultivate the habit of 
 discussing your business policies with some of your best 
 customers, inviting their criticism of your methods, or at 
 any rate, their comments. In this way you will some- 
 times learn that what you have considered your strongest 
 selling methods are in reality merely consumers of en- 
 ergy. "As others see us." That phrase if properly un- 
 derstood and appreciated will tend to make us more care- 
 ful of our personal appearance. 
 
 If the traveling representatives who call with regular- 
 ity were other than what they are, neat and cleanly, how 
 much attention would they receive from you? The occa- 
 sional representative with the soiled collar and ragged 
 necktie, baggy pants, and three days' growth of whiskers 
 on his face, may have concealed in his grips some of the 
 most desirable goods which have ever been brought into 
 your store, but the chances are that he will never show 
 them unless the name of the house or his previous ac- 
 quaintance entitles him to that privilege. It is s<J in y<Mir 
 own experience with your customers. If you present a 
 prosperous appearance and take the proper care of your- 
 self, keeping a clean face and avoiding shaggy hair, you 
 will find that your appearance will assist materially in the 
 selhng of goods. If your appearance is sudi that you 
 seem to harmonize with the surroundings and the class 
 of merchandise displayed, the attention of the customer 
 
 EVANS'S ESSAYS 
 
 279 
 
 will be taken from wonderment at your careless appear- 
 ance, to the beautiful character of the goods displayed. 
 
 Perhaps this last sentence is a little vague. \Vhat the 
 writer is trying to impress upon you is the fact that un- 
 less your personal appearance is what it should be for 
 one who sells fine goods, it will jar so upon the sensibili- 
 ties of the prospective customer that they cannot get 
 away from you long enough to think about or buy your 
 goods. For instance, if you were invited to attend a din- 
 ner at the home of a wealthy gentleman, you would not 
 be at all surprised to have the door opened by a well 
 dressed servant, but you would be immensely startled to 
 have that same door opened by a servant not properly 
 prepared. Being well dressed does not necessarily mean 
 being expensively dressed ; nor does it necessarily require 
 a red necktie. In fact, the well dressed man is one who 
 is so outfitted that everything harmonizes to such an ex- 
 - tent that no attention is called to the clothes at all, but 
 merely there is the general good effect. 
 
 An extra suit of clothes a year perhaps, a few more 
 dollars in gentlemen's furnishings, a trifle more for laun- 
 dry work, shoe shining, and other accessories of the real 
 gentleman, and you have created an impression (among 
 those with whom you desire to) of being one who is pros- 
 pering in his chosen field of work ; and if there is any one 
 thing which does more than another to l:oost one's busi- 
 ness, it is to have the appearance of success. Do not 
 ever allow yourself to be in such condition regarding 
 your clothes that you are ashamed to co ne forward and 
 wait upon your wealthiest or most cultured customer. If 
 you are in the mental condition which usually accom- 
 panies such dress or neglect, you cannot get it out of your 
 mind. You are not at your best in waiting on them, and 
 really welcome their early retirement from the store. 
 Such ought not to be the case. \\'e ought to welcome the 
 visits of every possible customer and ought to feel at 
 home in waiting on any of them. Just consider how 
 others view you and your store. Remeiiber that you 
 cannot allow your store to present the appearance of neg- 
 
28o EVANS'S ESSAYS, 
 
 lect any more than you can allow yourself to present the 
 same appearance. There are certain goods in stock that 
 are not shown as olten as some others. How easy it is to 
 let these trays and their contents accumulate dust and 
 tarnish, and conseciuently rex eal to the possible purchaser 
 the tact that you have not sold nor did you expect to sell 
 any ot these goods. 
 
 ^ Every department of your store should be continuaUy 
 m order. "As others see us." Renieni])cr that your own 
 opmion counts for but little, except that a man must have 
 his own respect before he can gain that of others. It is 
 tne other fellow who spends his money at your store It 
 IS his good opmion that counts. Strive to get that good 
 opinion. The columns of your paper mav teem with well 
 written advertisements, and yours mav be among the best 
 of them, but unless the statements there made are en- 
 dorsed by the appearance of your store and yourself and 
 
 tZT^;r' " 
 
 Robert Bums once said, and so truthfully wad 
 some power the giftie gie us, to see oursel's as'ithers see 
 
 ^ ^•^^''^ '"'^ '^'^ ^''''^ ^^-^^^s this little 
 sermonette. Think it over, and then write down in the 
 tablets of your memory, "As ithers see us " 
 
 EVANS'S ESSAYS. 281 
 
 CHAPTER LXXIV. 
 
 OPTIMISM IN BUSINESS. 
 
 AU SucceMfnl li«n Have Been Optimistic— What Man Has 
 Done, Man Can Do— Contsgion in a Look— Confidence in 
 Self and Goods Help to Make Sales— Lsck of Assertative- 
 ness Prevents Sncc ess A ct tiie Part of tiie Successful 
 Man. 
 
 MOST business men are optimistic ; all successful 
 ones have been optimistic. To attain the respect 
 of the community in which we live requires 
 
 that we must first of all have respect for ourselves and 
 our abilities. So, too, if we wish the public in general to 
 
 consider our business to be a successful one, we must ac- 
 quire that spirit of optimism which will enable us at all 
 
 times to inspire confidence in our ability to win out in the 
 battle of life. The habit of thinking bright thoughts will 
 help us over many a dark spot in our business career. For 
 instance, we all have days which are dull ; when things, if 
 they go at all, go wrong; such days, if pondered over, 
 will make one despondent regarding his business. But if 
 he can always think of the brighter days past and to come 
 he will be so filled with hope and encouragement that all 
 the dullness of that particular day will be lost sight of. 
 For example, one month may run considerably behind the 
 same month of a year ago. We might feel discouraged, 
 but if we will look up our records, we might find that 
 during the month in question we had sold several large 
 diamonds or expensive watches. If this be the case, we 
 should not feel discouraged, but be filled with hopes that 
 on some day soon we may run across a few equally good 
 customers, who will bring up the average of the present 
 month. 
 
 Always remember that what man has done, man can 
 
282 EVANS'S ESSAYS 
 
 do. Do not think that because von have had unusually 
 good business in the past few months and the present one 
 IS quiet that it signifies that hard times are with us, and 
 that the best thing you can do is to tell every customer 
 who comes into your store that "business is quiet." The 
 best thing you can do at any time, whether business is 
 brisk or slow, is to talk things up. Give people to under- 
 stand that whatever conditions prevail elsewhere, you 
 are perfectly satisfied with the business you are doing It 
 IS said that a look is the most contagious thing that there 
 'u- •^^^^^^^>' ^^'^^^ a^^ee that this is so. The truth of 
 this statement can be easily tested by standing on a cor- 
 ner and looking up into space. Before you have looked 
 two minutes you will have gathered a crowd of star gaz- 
 ers or sun worshipers that will surprise you. No ques- 
 tions YiiXl be asked or answered. The mere fact that you 
 are lookmg for something in the air, will be sufficient 
 reason for passing throngs to stop and take a look, too 
 
 Your looks will also tell to the public whether things 
 are what they ought to be or not. Then your remarks 
 arc very likely to be quoted in different places. One must 
 figure on this fact and guard accordingly. Your newspa- 
 per advcrtismg man who calls in to see vou ai)out more 
 space, or the renewal of your contract, will notice what 
 your reasons are for not acceding to his wishes. If you 
 do not wi^ to renew your contract it is not necessary to 
 tell hmi tiiat business is slow, and you cannot afford it 
 We runs into other business men during the day and he 
 may quote your expressbn about business, and almost be- 
 
 v^n irJS^J '^' impression is gaining ground that 
 you are not doing the business you were a vear or two 
 ago. When your customers or friends ask you about 
 business, it is not necessary to say anything which is un- 
 true. Business conditions should always be at least satis- 
 factory for the tune of the year. Such a statement an- 
 swers your inquirer and sends him away with the opinion 
 that everything is well To answer him that businesses 
 
 r J"!^'' * to make the plunge 
 
 which he had anticipated doing when he entered your 
 store. He gets a sudden thought that perhaps the money 
 
 EVANS'S ESSAYS. 
 
 283 
 
 which he was going to hand you in exchange for a piece 
 of goods, may yet be needed for something less ornamen- 
 tal but more useful 
 
 Very often we lose a possible sale to a friend who has 
 called in to see us so often that we hardly consider them 
 as probable customers, and answer such inquiries as they 
 make without due regard to the eflFect upon a possible 
 sale. Being optimistic also makes it easy for us to talk 
 enthusiastically to kx>kers even under adverse business 
 conditions. It also enables us to keep on placing goods 
 attractively in the windows, althoui^ few sales have re- 
 sulted. It enables us to go forward while our competitor 
 is sleeping. It enables us to impress upon the public the 
 fact that we are here for business ; that our stock is com- 
 plete, up-to-date and overflowing with all that is new and 
 desirable in the line. It enables us to talk encouragingly 
 in our advertisements. In short, the man who is optimis- 
 tic has fought his greatest battle in life, while his pessi- 
 mistic friend is "down and out" before the actual fitting 
 has conmienced. If you step up to wait on a customer 
 firm in the belief that you cannot make the sale, there is 
 not one chance in a thousand that you will make it, but if 
 you walk up to that same customer in tiic full strength of 
 a man well trained to the business and with a supreme 
 confidence in yourself and your goods, the chances are 
 hundred to one that you will sell that customer citficr that 
 day or some other. 
 
 The poor, disheartened business man, who never ex- 
 pects to make a sale, and whose only weapon is price cut- 
 ting, deserves pity instead of contempt The man who 
 lacks assertiveness cannot be either happy or successful. 
 The first mention of a competitor's luune in his store is 
 the signal for him to haul down his colors. He knows 
 that his competitor is energetic and enthusiastic ; in short, 
 he knows that his competitor is a better man. He is some- 
 what in the condition of the little Irishman whom a 
 friend met in a battered condition. The Irishman looked 
 as though he had been run over by a steam roller. His 
 friend asked him what had happened, and this was his re- 
 
EVANS'S ESSAYS. 
 
 sponse: "I came to town to-day to attend my sister's 
 wedding. When I rang the bell at the house the door 
 was opened by a little bit of a dude. He says to me, Tut 
 your coat and hat in the front room up stairs.' I says to 
 him, 'Who the devil are you?* He replied, 'I'm the best 
 man.' And begorra, he was." 
 
 Never regard your competitor as a better man than 
 yourself. IVIeet every emergency in a sale in a quiet, dig- 
 nified manner. You do not know what your competitor 
 has for sale ; doubtless he has similar goods, but one thing 
 you do know, and that is that what you have for sale is 
 stylish, durable and reasonable in price. The mere fact 
 that a customer has looked elsewhere, should not make 
 you lose your nerve. The fact that they are in your store 
 signifies that they have every confidence in your ability to 
 serve them. Take courage from that; act and talk en- 
 couragingly, and you will usually win the day. If you 
 act as though you were afraid to have a customer look 
 elsewhere they'll look anyway, and probably will not 
 come back. When a customer decides to look elsewhere 
 before buying, always send them away with the thought 
 of some particular piece of goods, and the thought ex- 
 pressed that you expect them back after it. Shakespeare 
 has said that "All the world's a stage and all the men and 
 women merely players." Act your part weU, and remem- 
 ber that that part is of tlie successful business man. 
 
 EVANS'S ESSAYS, 
 
 285 
 
 CHAPTER LXXV. 
 
 THE BORDER LINE. 
 
 The Boundary Between Progress and Retrogression — The 
 Unsuccctsfiil are Soon Forgottenr— Keeping of Promises 
 Makes for Better Business — Customers Who Seek a False 
 Aasnranoe— A Good Name the Best Asset in Business. 
 
 BOUNDARY lines between countries are often the 
 source of international trouble and discord, and 
 there is also the boundary line between right and 
 wrong. The man who cares for the good opinion of his 
 fellowmen will always be found on the right side, and 
 will never make even temporary recursions across the 
 line into wrong. 
 
 We will find that this same boundary line is set up in 
 business life. The boundary line between progress and 
 retrogression. To-day is an age of progress. Very lit- 
 tle sympathy is felt or expressed for the business man 
 who gradually allows his business to go down and out. 
 Other more progressive men are occupying the center of 
 the stage and the ones who through poor management or 
 dishonest practices have forfeited their claim to public 
 patronage are soon forgotten. All the world is much 
 ilike. Each man and woman, each boy and girl admires 
 success. The lives of the men who have made history 
 are the lives of the successful men of all times. The 
 countless failures are given small space in history. It is 
 the men who have accomplished that for which they 
 strove that have had their names engraven upon the pub- 
 lic mind. 
 
 Tn every community there are business firms whose 
 names are household words in the homes because during 
 the long years of their business career they have sold 
 goods for what they were ; have made all promises good ; 
 
286 
 
 EVANS'S ESSAYS. 
 
 whose guarantee of quality was as good as a government 
 bond ; who never spoke ill of their competitors, but tried 
 to obtam patronage, because they could give better values 
 and better service. To bring this lesson down to our- 
 selves: Are we doing those tilings which make better 
 busmess? Or are we doing those things which mean 
 that sooner or later we will go down and out? Is your 
 promise good? When you receive an order to call for a 
 clock, and the time is set for the call, usually at your con- 
 venience, do you always have vour clock man at the 
 house at the time specified? Or do you wait until the 
 customer has 'phoned several times, and finally compelled 
 you to come for it, or become tired of your methods and 
 sent the work elsewhere? If you lose a customer in that 
 way, on a clock job, do you think that you can still have 
 their patronage in other lines, or do you think that the 
 second jeweler will have a chance to sell something which 
 otherwise would naturally have come to you? So, too, 
 with your work, as you take it in. Are you a good pVom- 
 iser? Is it your desire to be accommodating to such an 
 extent that you promise everything, and then continually 
 fail to make good? In taking in work some distinction 
 should be made between the doing of jobs which arc 
 actual necessities and those which are merely matters of 
 personal adornment, and which as a usual thing can be 
 gotten along without more easily. A pair of spectacles 
 may be classed as a necessity, and every effort should be ' 
 made to have a job of this kind done at once. A brooch 
 tor a pearl ought not to be a matter requiring action im- 
 mediately, and can be promised a couple of days hence. 
 Do not make the mistake of promising everything at 
 once. No workman can do himself justice when he 
 knows that for every job which he is doing the owner is 
 either waiting in the store or will be back in a few min- 
 
 ^^J- H?"'^ ^'^^^ ^^^^ ^ ^rder line between promise 
 
 and fulfilment. 
 
 Then in the matter of showing goods and answering 
 customer's inquiries. There are many customers who 
 really try to make the salesman say that which he does 
 
 EVANS'S ESSAYS. 287 
 
 not wish to say^ and which he knows is not true. They 
 wish you to teU them that everything is 14-karat gold, 
 and that all stones in pins and rings are genuine. Such 
 customers should be dealt with firmly and given to un- 
 derstand that differences in qualities call for correspond- 
 ing differences in prices. That an imitation stone in a 
 scarf pin materially lessens its price from what it would 
 be if the stone was genuine; that in your 14-karat gold 
 goods all stones used were genuine and selected. In the 
 matter of diamonds, one wUl often find that purchasers 
 would like to be assured that they are buying the finest 
 quality goods, when they are paying the price of the infe- 
 rior stones. Never make statements which you are not 
 willing to put in writing. Ofttimes a customer will re- 
 quest that you give him a written bill of the goods stat- 
 ing what they are, and in such a case either present em- 
 barrassment or a future law suit ensues. In selling sil- 
 verware and other lines explain differences in manufac- 
 ture which call forth differences in price. Give your cus- 
 tomers to understand tiiat all your goods bear a fixed 
 ratio of profit, and that consequently it is safe to infer 
 that the more expensive goods represent better value and 
 better satisfaction than dieir cheaper imitators. 
 
 Your name is your best asset in business. All jew- 
 elry stores look, to a certain extent, alike. Your custom- 
 ers come to you through a fancied belief that your honor 
 and integrity are of a higher order than your compet- 
 itors. They accept your word regarding gems and time- 
 pieces unquestioned. Your prices are to them entirely 
 satisfactory. You have their perfect confidence. This 
 is worth money. Once lost you cannot regain it. G>n- 
 sequently it is absolutely necessary diat you shall in no 
 manner endanger - this confidence. You must advise 
 against certain purchases in order to retain it. If your 
 motto is "Onward and upward," or anything of a similar 
 nature, you must saf^ard your customers' interests. 
 Retaining a customer's confidence by fair, square dealing 
 will go a long ways towards taking us from the border 
 line which we do not ever want to cross. The land of 
 
288 
 
 EVANS'S ESSAYS. 
 
 promise is progress. The land of oblivion is retrogres- 
 sion. On one side of this boundary line will also be found 
 neatness, and on the other side neglect. A few minutes' 
 time spent each day will keep your store neat and clean; 
 the same time can be easily idled away without l)cnetit to 
 any one or anything. The "do it now" habit should be 
 estabhshed m your store. If your clerks notice that some 
 ^V^e /novelty goods they are showing are discolored and 
 need cleansing, have them so trained as to the policy of 
 the store that they will not say, either orally or mentally 
 that scMne day soon these goods will have to be cleaned 
 and recarded." Have their habits of neatness and clean- 
 liness so well established that they cannot put that tray 
 back m its place until the goods have been put in their 
 onginal condition. A little work of this kind every day 
 done during time otherwise wasted will carry us far away 
 from the imaginary line between neatness and neglect. 
 To-morrow is mdefinite. To-day is ours. Let us use it 
 to the best advantage in promoting our interests. Let us 
 resolve that each day and week and year shall find us 
 further and further away from the border line, into the 
 land of promise and progress. 
 
 EVANS'S ESSAYS. 289 
 
 CHAPTER LXX\ I. 
 
 KSBPING EVERLASTINGLY AT IT. 
 
 Necessity of Methodical and Consistent Work— Success Not 
 Achieved by Plunging— Even "Plunging" Has its Good 
 Attributes — Constant Dripping Better than an Overflow — 
 Value of Outward Appearance— Criticise the Aspect of 
 Your Own Store— Satisfy Unspoken Demands of Pros- 
 pective Customers. 
 
 IN this age of keen competition one cannot expect to 
 achieve success at a single plunge. One cannot 
 make a striking window display, write a trade win- 
 ning advertisement, and then take his position at the cash 
 register or office window and pay attention only to the 
 making of change and entering of sales. The strenuous 
 life is very much in evidence in the business world. Each 
 business man is straining every nerve and muscle to 
 make things turn in his direction. Fortunately for some 
 of us, all do not work steadily. They have periodic 
 times when they feel like pushing hard for business; 
 they work spasmodically, with enthusiasm and vim, but 
 they do not "keep everlastingly at it." In every walk of 
 life we sec the brilliant young man distanced by the 
 slower, more methodical and more consistent worker, 
 whom some are pleased to denominate the 'plugger." 
 The "plugger" realizes that he must work hard in order 
 to keep even with his more brilliant fellow, and thus ac- 
 quires the habit of hard work, the habit which is worth 
 more than any system of short cuts in business that could 
 be invented. To the business man, to whom everything 
 comes easy, it is almost impossible to pursue the even 
 tenor of his way under adverse circumstances. He is 
 what may be termed a fair weather sailor, who gives up 
 easily when storms overtake him. But the man who has 
 
290 
 
 EVANS'S ESSAYS. 
 
 acquired the liabit of keeping everlastingly at it. and who 
 does not expect to get anything easUy. woVks eve^harder 
 when business ,s dull than he does ^der any other dr- 
 
 cumstances. ' ^"'"^ 
 
 This steady purpose of the mind implies to everv 
 
 Cn:VJl T bSte'Tsut 
 ; Z,1n,^i *^'^!«»»«>t appearing day after day, with 
 
 Lested fn^^'f'"*^,'* ^2' V"" ^"^ ^ same money 
 invested in a few laige display advertisements. Your 
 
 name and business and store policy can be deeply ini- 
 
 away which could not be accomplished by a few bil 
 P unges in space. So in any dejlrtment o^f your bus^ 
 ne.s. The care of your goods requires continual activ- 
 
 bui.dVr^J.f ■ ?^ year deaning up wni nev r 
 bu d a reputation for an up-to-date stock; your store 
 mus be clean all the time. The woodwork in your fix- 
 unt! ^ do not w^t 
 
 r*"" «yes t™"ed to look for 
 Sas al't. .T"- ««t *e washing of your cut 
 
 , '='?aning of your silver be semi -annual 
 CAcnts. Goods of this character depend upon their hril 
 hancy and polish for their salabilitrTlieTnV way ttt 
 cut glass ,s superior to its imitations is in its^bdHmn v 
 
 mTIZ nn.h— ? f ^^^^^^ ""^'^^ <^Jean an'd 
 ortrnlr u^u^ ^"^^^ * ^oup tureen 
 
 or lernery which is yellow with tarnish. Your custom- 
 ers buy jewelry and silverware because its attLtTvene^s 
 and beau y appeals to them. You buy the got.ds for 
 stock for the same reason. If the goods which your deal 
 
 can be cttl^"" them? And yet you know that they 
 can be cleaned up, and can form some kind of an iden nf 
 how they would look after that operatirls performed 
 Real estate men realize fully th^ 'Wn lookSh on the 
 outward appearance/' and consequently you usLhT find 
 houses offered for sale resplendent in a new coat^f Unt 
 which covers a multitude of defects. If thrhouse w^^^ 
 
 EVANS'S ESSAYS, 291 
 
 left unpainted it would create within the mind of the in- 
 tending purchaser the idea that it had been n^ected, and 
 make him mudi more critical about the interior of the 
 house than he otherwise would be. 
 
 So it is with a jeweler's prospective customers. They 
 have in mind the purchase of an article for personal use 
 or to give to a friend. Your store is familiar to them as 
 a trustworthy place to do business. But it is not the only 
 place which is so known. It is perhaps the most con- 
 veniently located; consequently, the intending purchasers 
 come there first. On entering the store they observe that 
 everything presents the appearance of neatness, your 
 showcases are clean and devoid of useless booklets and 
 things along its glass ; your goods arc tastefully arranged, 
 goods of like character being in proximity to each other ; 
 Sie velvet has not an accumulation of dust, and the goods 
 themselves are bright and fresh looking. If you have 
 anything at all at the price they are willing to pay, do you 
 think diat you are in any danger of losing the sale? On 
 the other hand, if untidiness and n^ect were every- 
 where apparent, don't you think that perhaps they would 
 take a trip to some other store before purchasing? And 
 then when tfiey left your store you would make the men- 
 tal excuse that they were "just looking.'' Try and be 
 critical with yourself and your store. Put yourself in 
 the position of a customer and sec how the general as- 
 pect would impress you. 
 
 Diligence in business always will bring a satisfactory 
 reward. Keq>ing everlastingly at it docs not require that 
 you devote any more hours to your business than you do 
 at present. What it does require is that you make every 
 move count; that you take up to-day's work where you 
 left off yesterday, and having once laid out a course of 
 action to pursue it to the end. If jewelers could have 
 someone poke tfiem along about keeping things neat and 
 dean about their stores^ as they have them pushing them 
 along with the repair work, they would keep the 6ne up 
 as they do the other. Your customers demand that you 
 do certain work for them on certain days, and because 
 
292 
 
 EVANS'S ESSAYS. 
 
 }ou do not wish to incur their displeasure you get the 
 work done on those days. But you are your own hoss 
 abmit store management and store policy. If about twen^ 
 ty-hve of ) our customers would stop in your store every 
 day or week and tell you that unless you change that 
 window display, or write up a new ad^ or paint your 
 store front or clean up your silverware, that they in- 
 tend to do their trading elsewhere, it is my opinion that 
 you would get busy and that after a month or so of this 
 nagging you would have your store in such shape that 
 positively no criticism could be oflFered. But we are aU 
 free agents in this matter. The only way our customers 
 can show us that they disapprove of our laxity is by trad- 
 mg in a more businesslike store, and as a usual thing we 
 never know it. In a business such as the grocery busi- 
 ness, one can tell when he gains or loses a customer, be- 
 cause the purchases are made so steadily, but in our line 
 there is absolutely no way that we can tell when any par- 
 ticular customer is going to need something. Hence 
 arises the necessity of "keeping everlastingly at it." And 
 m addition to the financial returns from diligence on our 
 part comes the satisfied feeling which only comes when 
 we have done our best. But when we remember that 
 where jewelrv stores in a city or town carry almost iden- 
 tical stocks, the only way that one store can obtain a lead 
 upon another one is by keeping everlastingly at it. and 
 thus becommg pre-eminently the jewelry store of the 
 
 EVANS'S ESSAYS. 293 
 
 CHAPTER LXXVn. 
 
 PERSISTENCY IN A GOOD CAUSE. 
 
 Lack of Ptriistsiit Effort a Commoa Panlt— Change of Win- 
 dow Ditplays Should be Regnlar— Advertisiiig Should Be 
 Planned to Work With Dressing— Bodi a Part of Store 
 Sfstem— Price C«rds Need Not Show Cut Prices— Few 
 Stores are Really too Exclusive to Mark Prices on Goods. 
 
 ALL men are not constituted alike. From many 
 standpoints it is fortunate that this condition pre- 
 vails. We have men who are brilliant at times, 
 but who lack that quality which is so necessary to success, 
 and which is at times denominated stick-to-it-iveness. 
 There are those who will work hard when everything is 
 encouraging, but who lose their working ability whenever 
 business is slow or discouraging in any way. There are 
 others who work well under adverse conditions and 
 who will immediately abandon all conscientious effort 
 when their efforts begin to produce success. They feel 
 that their work is done; that now that they have starttd 
 the ball rolling nothing can stop it. But when one stops 
 to consider diat a ball never rolls, except down hill, with- 
 out some force behind it, it ought to teach us that our 
 business will never run itself except in one direction, and 
 that is down and out. Persistent effort must move a 
 business along in the right direction. 
 
 Your show window, if dressed properly week in and 
 week out, with clean, fresh floor coverings and curtains 
 and with bright, snappy goods, cannot but return com- 
 pound interest for the time you take in getting it ready. 
 But you cannot decorate a window once nicely and then 
 leave the same goods on display for a season. That par- 
 ticular display has done all the good it will do you in 
 from three days to a week. After that time if left un- 
 
EVANS'S ESSAYS. 
 
 disturbed it will hurt you. No matter if you take the 
 goods out and clean them and replace them again The 
 change is not sufficient. True enough, all your custom- 
 ers have not seen that particular display, but you cannot 
 expect to have every one see each display. \\ hat you 
 have to cater to in this direction is the passing throng 
 You must acquire the interest of the public in vour show 
 windows. You must obtain and hold the good opinion 
 of the shoppers for your up-to-dateness in the matter of 
 window displays. If you can once get the ladies in the 
 nabit of looking in your show windows you have fought 
 and won a great battle. You can never obtain this great 
 victory unless the goods are changed once or twice a 
 week. The same goods can be used a month or <^o later 
 but by that time you will have thought of a new and at- 
 tractive way to display them. 
 
 The store advertising is something akin to the window 
 display. The stores which change regularly their win- 
 dows also regularly change their advertising, and they 
 usually have them working together. One becomes care- 
 less m such matters unless he establishes a custom of do- 
 uig certain things at certain times. This habit once 
 formed becomes part of the store svstem. In many cities 
 are found professional window cleaners who will for a 
 moderate amount clean your windows twice a week and 
 who will come on established davs at regular times This 
 system on their part compels you to be equally syste- 
 matic You know that they will be at your store on 
 luesday and Friday mornings at eight o'clock. Instead 
 Of postponing the event, you get your windows cleaned 
 out ready for them, and while the work is going on eet 
 the new goods together which are going on display The 
 newspapers of to-day compel a man to change his adver- 
 tisements regularly. If he does not send in a change of 
 copy soon enough they will call him on the 'phone and 
 arrange to have a boy call for a new ad. later in the dav 
 Newspapers realize that they demonstrate their lack of 
 business when they allow a hardware man to advertise 
 lawn mowers m winter and skates in summer. The same 
 
 EVANS'S ESSAYS. 295 
 
 advertisement left standing week in and out does you a 
 positive injury and costs you money to maintain it. 
 
 Plainly marked prices on goods displayed and quoted 
 in your advertisements will bring you business. These 
 prices need not be cut prices to interest the public. A 
 beautiful pendant or brooch in your show window is 
 merely an object of beauty to the passer, unless there is 
 a price attached to it which indicates that the cost is not 
 of such a character as to prohibit ownership. We must 
 take into consideration the fact that in many jewelry 
 stores are found diamond mounted pieces of jewelry 
 which are denominated show pieces. The jeweler does 
 not expect to sell them very often, but believes it gives 
 his store an exclusive appearance to feature designs not 
 found in every store of the kind. Nevertheless, if the 
 price is attached to the article it will attract the attention 
 and gain the interest of the passer-by, and some one is 
 going to buy that piece of goods; not just that day, per- 
 haps, but later on. Some jewelers fear to display prices, 
 as they incline to the belief that their trade is of such a 
 character that they do not wish to purchase their jewelry 
 in a store which displays price cards on jewelry. Well, 
 this may apply to stores of an exclusive character in 
 large cities, but most jewelry stores arc neither of an ex- 
 clusive character nor located in large cities. Few in- 
 deed are the stores which can truthfully say that they do 
 not depend for their existence upon the great middle 
 class of the purchasing public ; that class which buys the 
 most jewelry, and in which there are the greatest num- 
 ber of possible purchasers. To these people the plainly 
 marked price indicates whether the article which pleases 
 the eye can be considered as a future possible purchase. 
 One great fallacy in plainly marked prices is the idea 
 that prices plainly marked must be cut prices. This is a 
 great error. Some of the people who look into your win- 
 dows are contemplating buying some article for a pres- 
 ent. They may have the impression that anything in 
 your line which appeals to them would cost more than 
 they are willing to pay at the time. But if you have a 
 
296 
 
 EVANS'S ESSAYS. 
 
 few dainty articles attractively displayed, with the prices 
 so they can be r<»d, perhaps they will see, at a few dol- 
 lars more than they expected to pay, s<Hnething which 
 they know will please. The sale results and both your 
 customer and yourself are happier. 
 
 Persistency in a good cause. What is a good cause? 
 Why, the sale of good jewelry certainly looks like a good 
 cause to me. Persistency means keeping everlastingly at 
 It. It means that you must to-day do your best to in- 
 terest the public in your goods and to-morrow you must 
 follow up yesterday's work with conscientious efforts 
 along the same Imes. Many people are persistent in di- 
 rections which arc not elevating. How often we hear it 
 said of some young man who has embezzled funds from 
 a bank or business house and has covered his tracks for 
 years, that if he had used his brains in a good cause he 
 could have made just as much money honestly as he had 
 obtained m a dishonest manner. 
 
 So it is with persistency. We may make ourselves a 
 bore to our customers if we persist in trying to sell them 
 goods every time they enter our stores, so we must be 
 careful not to overdo the matter. However, there is a 
 vast difterence between persistency in Showing the public 
 our up-to-date hues and trying to force the public to buy 
 them the first tune they exhibit the least interest in them 
 Persistency and consistency are similar in sound and 
 should be coupled jn our minds. Together with other of 
 the cardinal virtues, they go a l(»ig ways with us on the 
 road to success. 
 
 EVANS'S ESSAYS. 
 
 297 
 
 CHAPTER LXXVin. 
 
 HEALTH AS AN ADJUNCT OF SUCCESS. 
 
 Opinions Differ in Methods of Conducting BntinesB— Keeping 
 Store Open Beyond Usual Hours Not Conducive to Suc- 
 cess Nor Beneficial to Health— The Tired Man Not in 
 Condition to Wait on Trado— Recreation Necessary for 
 Best Results. 
 
 DIFFERENCE of opinion is said to account for the 
 popularity of horse racing. So long as the world 
 stands there will continue to be differences of 
 opinion as to just what methods one should follow in or- 
 der to achieve the greatest amount of success, but there 
 are certain fixed principles which all authorities mention 
 as being absolutely necessary. In this category are found 
 honesty, truthfulness, promptness, and other kindred vir- 
 tues. On some other things we find a difference of opin- 
 ion ; at least, such is indicated by the various methods of 
 conducting business as exemplified by different jewelers. 
 Many feel that if they open their stores early and keep 
 them open as long as there are any possible customers 
 awake and on the streets, that their industrious habits 
 and strict application to business will in time earn for 
 them a full measure of success. This method, however, 
 is worse than useless. 
 
 In your own experience, how many jewelers do you 
 know who, if keeping a store open justified any consid- 
 erable amount of business, would have had it? And yet, 
 how many of these men are still plugging away, spending 
 every waking hour either in their stores, or on the way to 
 and from it. Or perhaps they have realized that for some 
 reason or other they were not qualified to conduct a store, 
 have folded their tents and resumed their positions with 
 other jewelry concerns, who, although they closed even- 
 
298 EVANS'S ESSAYS. 
 
 togs at six o'clock, yet in some tmknown manner were 
 able to keep a number of men working while the owners 
 spend the hours of business in waiting on trade, devising 
 window displays or writing business bringing advertise- 
 ments. Thdr evenings are spent at home with their fam- 
 ilies, in social entertainment, or at their dub. In eadi 
 case they were restoring lost vitality and fitting them- 
 selves iot mort arduous work in their business. Another 
 feature to consider is that when you remain in your store 
 day and night, you are not maldng acquaintances who 
 might be of service to you as patrons of your stcMre. The 
 only ones met are those coining to the store, and with 
 these only you cannot have much of an acquaintance. 
 
 Nothing succeeds «like success. The appearance of be- 
 ing successful, of being able to do those things which so- 
 dcty does, and go to those places where sodety goes, is 
 worth a great deal, particularly to a man in the jewelry 
 business. We do not realize just what standing we have 
 in our comnumities. If we do as other business men do, 
 we will find that we are regarded very highly from the 
 nature of the business in which wc are engaged. If we 
 stick close to the bench, we cannot but be regarded as 
 tinkers. The writer does not discredit the watch or jew- 
 elry bench. Far be it from me to belittle that part of our 
 business, with its sure and satisfactory returns, but wc 
 must not tie ourselves too dosmM||^at same bendi, if 
 for no other reason dian because (^|Kpltfa demands that 
 we have relaxation and relief from the grind inddent to 
 a business of this kind. If a man is tired out and worn 
 with the cares and duties of his business, if trade has 
 been pocM-, and he is wdl nigh discoura^, he is in no 
 fit condition to wait upon the lady or ge^eman who en- 
 ters in a buoyant mood in search of a present for tiidr 
 daughter who is gwng to graduate, or to buy a wedding 
 gift The jeweler is in poor condition to show his wares 
 to advantage or to urge the desirability of certain goods. 
 He is in exactly the right condition to take a Imodc-out" 
 blow and go down and out. His powers of resistance arc 
 comi^etdy weakened and he is in no condition to enter 
 
 EVANS'S ESSAYS. 
 
 299 
 
 into the spirit of the occasion. He cannot suggest suit- 
 able gifts, he cannot urge the desirability of the line of 
 goods of which he has the best selection. In short, suck 
 is his mental and physical condition that he welcomes the 
 speedy departure of his callers and urges it to a certain 
 extent. He is in just the right condition to talk down 
 business and general conditions. He forgets that the sale 
 of jewelry depends upon prosperity, especially of the one 
 considering the purchase. He talks about the good old 
 times when things were lower priced, and bewails the fact 
 that those good old days are past and gone. 
 
 The man who has spent the evening before attending 
 a good concert, or at the house of a friend, or quietly at 
 home, reading the columns of his favorite paper or maga- 
 zine, is posted either through reading or observation, on 
 all the latest and most desirable goods, not only in his 
 own line, but in all others. He is in a position to discuss 
 intelligently the latest theatrical successes, or the tri- 
 umphs of the favorite prima donna. The plots of the 
 latest books are familiar to him, the latest fashions in 
 men's and women's wearing apparel and jewelry. He ii, 
 prepared to suggest seasonable goods to his trade, and 
 meet their objections as to certain goods displayed. For 
 instance, occasionally a customer will tell you that such 
 and such goods are not being worn, that they are not in 
 Style any more. If you are up to the minute on such mat- 
 ters you can tell them positively and honestly if they are 
 mistaken. 
 
 Success, as some men count success, consists only in 
 the accumulation of money sufficient to procure that for 
 which they or their family have great desire ; perhaps it 
 may be the building and equipping of a beautiful home; 
 the acquiring of a country residence ; the ownership of 
 an automobile ; after which they strive to pile up sufficient 
 money so that those dependent upon them may never 
 know want should they be untimely taken oflF. All this 
 is certainly commendable, but a man owes certain things- 
 to himself and family besides providing them w ith the 
 necessaries of Kfe. If h« is the right kind of a man his 
 
300 EVANS'S ESSAYS, 
 
 own personality and health is of more consequence to 
 those who love him, than any amount of money which he 
 can leave to them. For that reason it is compulsory, to 
 a certain extent, that a man give himself such recreation 
 and relief from the cares of business as to make possible 
 the keeping of his health and sfMrits at the highest possi- 
 ble pdnt And the strange part of this is, that the best 
 care a man gives himsdf the better results he gets in 
 salesmanship and general work. One way of rels^catioii, 
 me which combines business and pleasure, is to occasion- 
 ally take a day off and journey to a neighboring city, call- 
 ing upon the jewelers who arc located there. You will 
 find that the same trials and vexations which oppress you 
 are also visited upon them; that human nature is very 
 much the same wherever you find it; that the department 
 stores in your neighboring city also carry jewelry. You 
 will find that your jewder friend realizes that the de- 
 partment store is here to stay ; that the department store, 
 as well as taking some of your trade, also delivers at your 
 doOT a large crowd of prospective buyers of jewelry who 
 otherwise would not be in your vicinity. 
 
 Your day off will do you good, and you will return to 
 your store, with its accompanying duties and responsibih- 
 tks, refreshed and invigorated for the duties which con- 
 front you there. Plan now for your summer's vacation.. 
 *'A11 work and no play makes Jack a duU boy." 
 
 EVANS'S ESSAYS, 
 
 301 
 
 CHAPTER LXXIX. 
 
 THE JEWELER AND HIS GUARANTEE. 
 
 Stotements Not Warranted in the Knowledge of Goods— Long- 
 Time Guarantees of Filled or Plated Wares Destroy 
 Profits on those of Higher Grade— Exaggeration Makes 
 Poor Reputation— Sale of Quality Goods Should Be 
 Urged— Other Lines of Business Do Not Warrant Goods. 
 
 THIS subject is not a new one, nor is it one which is 
 likely to be adjusted properly for some time to 
 come. Anxiety to make sales will often lead jew- 
 elers to make statements which their knowledge of the 
 goods will not justify. True enough, it is a hard matter 
 to conduct a jewelry store, and to handle the distribution 
 of your goods in the manner which you really wish you 
 could, but we should never allow our desire for a sale, or 
 the importunities of our customers to lead us to guaran- 
 tee low priced goods to give unlimited service, because 
 in that manner we are going ultimately to kiU the demand 
 for better goods. How can we expect to receive adequate 
 prices for our fourteen and ten-karat goods, when we 
 make such statements as we do about the gold filled and 
 plated articles ? The same question applies equally well 
 to the sale of sterling silver, when we arc willing to guar- 
 antee plated goods for twenty-five years. Most custom- 
 ers are desirous of getting the best results for the money 
 expended. If they can buy in plated ware three times as 
 many goods for the same money as they can get in ster- 
 ling silver, and you are willing to guarantee such unlim- 
 ited wear, who can blame your customer for choosiitf 
 that of which they can get the most for the money ? We 
 often hear jewelers complaining because other jewelers 
 who feature fourteen karat jewelry and sterling silver- 
 ware sell these goods at such moderate prices, and yet 
 
302 
 
 EVANS'S ESSAYS. 
 
 they do not realize that they themselves through giving 
 
 such unqualified guarantees on the lower quality articles, 
 almost compel the dealer in high grade goods to sell his 
 products at aImost*no prqfit at all in order to dispose of 
 his stock, because he cannot offer much more in the way 
 of a guarantee on his fine wares than the other jeweler 
 does on his inexpensive goods. 
 
 A real trouble with the jewelry business is making 
 guarantees. A customer enters a jewelry store, and if it 
 ■ is a first-class store he is shown first-class goods, and 
 given the prices which are proportionately high, and yet 
 not unreasonably so. He does not buy at that store but 
 goes on to another; if the second store sells lower grade 
 goods and extends a liberal guarantee, he will probably 
 purchase there. In other lines of business the customer 
 is given to understand that if he uses the goods, they will 
 wear out. In this business it seems necessary to assure 
 the customer that he can use the goods year in and year 
 out for a lifetime, or practically so, that during this and 
 at the end of the time, the goods will present the same 
 rich appearance they did the day they were bought. If 
 your customer stopped a moment to consider, he would 
 know that such a thing was an impossibility and that 
 when you made the statement you were laboring under 
 a delusion, or else that you would make any statement in 
 order to compass a sale. Now, you do not want to ac- 
 quire that sort of a-reputation. You cannot afford to be 
 known as that kind of a man. You should strive to be in 
 the community just what your business entitles you to be, 
 one of the most respected, highly honored business men 
 of your city. You can never reach that exalted station 
 by urging the purchase of cheap goods, which show but 
 small profits and are really undesirable for your customer 
 to purchase. When dealers begin to realize that all they 
 need to guarantee to any customer is the money's worth, 
 that they will warrant full value to each purchaser for 
 the money expended, and that the same dollar of \ alue is 
 in the higher priced articles as is in the lowest priced ar- 
 ticle in the store, then indeed will his s^es of the better 
 class of goods steadily increase. 
 
 EVANS'S ESSAYS. 
 
 303 
 
 Salesmanship should find its chief exemplars in the re- 
 tail jewelry trade. Our business from its nature gives us 
 many telling arguments which we can use to urge the de- 
 sirability of our different lines of goods. Sterling silver- 
 ware should be urged to the customer who is considering 
 a purchase of tableware, because of its permanency in 
 beauty and lasting qualities/ Never issue such statements 
 about your plated goods as some dealers do, to the effect 
 that "These goods will last you a lifetime," or, "You do 
 not need to pay more to get as good goods as you need to 
 have in your house." Naturally, we will have to sell 
 some plated goods, but we should choose choice patterns 
 and explain to customers what they can reasonably ex- 
 pect in the way of service from them. You will find that 
 your customers, as a general rule, are reasonable. They 
 are just as liable to purchase plated ware from you when 
 you tell them it will wear a reasonable length of time, as 
 when you tell them it will wear twenty-five years. 
 
 There is another feature in this matter which we often 
 lose sight of, and that is the matter of educating our cus- 
 tomers to know what is proper in jewelry, why (fertain 
 articles cost more than others and why it is desirable to 
 purchase them. Solid gold cuflf buttons are sometimes 
 offered as cheap as $1.50 per pair, and yet we all con- 
 tinue on our way and sell them at prices ranging from 
 about $4.00 upward, experience having demonstrated to 
 us that a solid gold button cannot be made at these lower 
 prices which will give satisfaction. We do not feel that 
 we have to meet this kind of competition. Better lose the 
 occasional sale of a cheap article than to sell it to a cus- 
 tomer giving a guarantee of satisfaction, and this you 
 must do if you sell the article at all. 
 
 It seems to be an accepted fact that jewelers must guar- 
 antee their goods. A person buying a coal scuttle in a 
 hardware store does not ask for a guarantee; the same 
 person buying a pair of shoes in a shoe store does not 
 ask for a guarantee ; the purchaser of a necktie or other 
 wearing apparel does not ask for a guarantee. He would 
 be laughed at if he did, and would meet with the infor- 
 
304 
 
 EVANS'S ESSAYS. 
 
 mation that the lasting qualities of the article depended 
 upon the number of times it was used or worn The 
 same purchaser stops in a jewelry store to buy a collar 
 button, and mimediately he wishes to know '1iow long it 
 wiU wear." The jewelry trade has brought about tlii^ 
 condition of affairs. Instead of selling articles for just 
 what they are and not dealing with the future too much, 
 they feel that as an extra mducement for the customer to 
 purchase they must couple with their statement of what 
 the article is and costs, how long it will wear. The cus- 
 tomer is lead to believe that once bought, he has secured 
 an article which will last him a lifetime. Consequently 
 he IS disappointed when he finds that it does not He 
 cither returns to the jeweler to get another article or else 
 he becomes an antagonist of the jeweler in a business 
 way. * 
 
 A campaign of education should be commenced forth- 
 with, to' educate the jeweler first, and his customer after- 
 ward. A dollar of value for a dollar in money is all that 
 Bny man is entitled to. It is necessary that all jewelers 
 should ad<^t the same line of talk in this direction. 
 Otherwise the fellow with the unqualified guarantee is 
 going to get more than his share of business, and in the 
 meantune he is building up trouble for the future A 
 busmess can CMily be firmly established when it is raised 
 upon the solid foundation of "your money's worth • no 
 more, no less." 
 
 EVANS'S ESSAYS. 305 
 
 CHAPTER LXXX. 
 
 THE PSYCHOLOGICAL MOMENT IN A SALE. 
 
 Every Salesman Believes His Own Methods the Only Proper 
 Ones— Half Sold Goods Pay No Profits— Dtstinguishmg 
 Buyers from Lookers— Seize the Moment of Decision- 
 Inquiry Not Necessarily Means that Nothing Else wlQ 
 Answer— Don't Cany Custxmier Past His Destmation. 
 
 EVERY salesman in every store believes that he han- 
 dles customers in the only proper manner; that 
 such sales as he makes are the result of consistent 
 effort, and such as are lost could not have been made any- 
 way. We all realize that preliminary to everything else 
 must be the customer's interest in the article or proposi- 
 tion. You may have an elegant assortment of goods on 
 display in your store, but unless you can arouse the in- 
 terest of your customers and passers-by, the goods might 
 just as well be stored away in some warehouse, or be in 
 the safe of the manufacturer from whom you have pur- 
 chased them. True enough, goods well bought are said 
 to be half sold, but that other half of the proposition, 
 which includes the actual exchange of the customer's coin 
 for your goods, remains to be consummated. Goods 
 ""half-sold" do not return any profits. The important 
 half is yet to be transacted. \Mien a customer stops to 
 look into your window, or enters your store to ask a price 
 on an article displayed, or to be shown any particular class 
 of goods, it indicates interest, and that of the right kind. 
 Too often the looker is used in a manner which is abso- 
 lutely antagonistic to your proclaimed announcement, 'no 
 trouble to show goods." You pay money for space in the 
 papers in which to invite the public to come your way and 
 see what you have to sell. When they do come meet them 
 half-way. School yourself against disappointment about 
 the present sale if you fail to make it, but all the while 
 
306 
 
 EVANS'S ESSAYS. 
 
 talk and act as though you expected to make that particu- 
 lar sale either then or later. The cheerful manner in wait- 
 ing on customers will amply repay you in enlarged profits 
 as well as the fact that your work is greatly lightened by 
 
 such methods. 
 
 Put yourself in the customer's place occasionally and 
 try to analyze situations from the other side of the coun- 
 ter. Do you care to enter stores to take a look at new 
 goods, some of which you are contemplating purchasing, 
 if your departure is either interfered with or a sullen 
 look is on the face of the salesman when vou depart? 
 On the other hand, if you are encouraged to come in and 
 a few mmutes' tune is given you by the salesman, or vou 
 are made free to look around and view unhampered 'the 
 many and varied articles which delight the eye, does not 
 this last store come very near landing all of vour i)ur- 
 chases m that particular line? Jewelers, a few years ago, 
 professed to be able to distinguish the buvers from the 
 lookers. How they did it is hard to tell. ' No one ever 
 came into a jewelry store and laid down his monev and 
 called for a like ^alue of goods. In fact, most jewelry 
 purchases are made after several trips to the jewelers 
 which may be made to the same store each time, or they 
 may be made to several different stores. This latter is 
 what is most likely to happen. If all other things are 
 equal, which store do you think will make the sale^ The 
 store where goods have been shown cheerfully and every 
 courtesy extended, or the store where one has to demand 
 that they be shown, and has to draw every bit of informa- 
 tion from the salesman, almost at the point of a revolver? 
 ^ou can answer that question. It's not a difficult one to 
 solve. 
 
 In every sale there is the time leading up to the actual 
 purchase of the goods. Work previous to that moment 
 depends upon the customer's spoken words, "I'll take it." 
 Salesmen should be quick to recognize the fact by the cus- 
 tomer's words or actions, that he has reached a decision, 
 and that a favorable one. So-netimes a customer will not 
 speak in positive terms, but will indicate to the man who 
 has been waiting on him by some exprcssk)n that he has 
 
 EVANS'S ESSAYS. 
 
 307 
 
 found what suits him. Such expressions as, **That is just 
 about what I want," or 'This comes the nearest to my 
 idea," and so on, should be taken due notice of ; super- 
 fluous goods removed quickly and quietly, so that the cus- 
 tomer's attention may be concentrated on the one article, 
 and not distracted again by a large display. Very often, 
 after a customer has practically made his decision, the 
 salesman will get out still other goods to show him, and 
 thus reopen the matter, making a sale almost impossible. 
 Retailers should try and follow the methods of showing: 
 goods which the traveling representatives do. They show 
 one tray of goods at a time, and let you select what you 
 want from it. Then they show you another one. \\'hile 
 our customers do not, as a rule, buy more than one arti- 
 cle at a time of a kind, yet sometimes a sale could be more 
 quickly made if too large a selection of goods was not 
 shown. The natural tendency of all is to show eacn cus- 
 tomer every article of the kind called for which we have 
 in the store. This is not only unnecessary but unwise. 
 How often we have customers say, *Tf you did not have 
 so many pins I could more easily make my selection." 
 
 Very often it is possible to obtain from a customer an 
 idea of what they are looking for before we start to show 
 them goods. This saves a great deal of time, because you 
 know from their statements whether you have what they^ 
 want or anything near it. If one does not carry in stock 
 the style or class of goods called for it is not necessary 
 nor advantageous to tell the inquirer that the goods are 
 undesirable or out of date. The fact that inquiry is 
 made for some particular article does not necessarily 
 mean that the customer is going to buy it. If you teil 
 them that you do not handle them and do not condemn 
 the article, the customer has mental perception sufficient 
 to know that, if the goods were particularly desirable, 
 you would have them. They will then naturally ask you 
 to suggest something in its place. But if you antagonize 
 them by saying that the goods are old and passe, that you 
 used to carry them but have not had any iii stock for the 
 past five years, you insult their intelligence and ideas of 
 the beautiful, and have absolutely paralyzed any chances 
 
308 
 
 EVANS'S ESSAYS, 
 
 for a sale. Customers who ask for goods of this class 
 should be met with a pleasant reply to the effect that you 
 have none in stock. Then ask them if the article was 
 mtended for a gift. If so, mention to them that you sup- 
 pose that any other article of similar value will probably 
 do as well, and see how many times you will be asked to 
 show something else that's suitable. 
 
 The one great thing to be able to recognize, however, 
 is when the sale is made. Talk is cheap, and sometimes 
 when you have learned a good, long, selling talk, you 
 feel as though it ought to be used on every customer. 
 This is not so. Many customers know just what they 
 want and how much they wish to pay for it. Do not 
 carry them past their destination and get them into the 
 land of *T don't know." Be quick to close the transac- 
 tion when it is made. Thus when the customer has indi- 
 cated the article, suggest how to have it engraved or pro- 
 duce the velvet or leather case in which you will deliver 
 It. If it is a piece of sterling silver, compliment the cus- 
 tomer's judgment and tell why that particular pattern is 
 especially desirable. In short, indicate from vour con- 
 versation that you consider the deal closed, 'in ninety 
 cases out of one hundred it is. Occasionally the cus- 
 tomer will startle you by stating that they have not de- 
 cided to take it yet. but even so. you have helped your 
 cause and their decision by deciding for them. 
 ^ Most salesmen make a good start, most of them con- 
 tinue well, but look out for the close. Also, do not de- 
 cide when a customer has picked out a good watch that 
 he cannot possibly have enough money besides to pay 
 for a chain. Do not speak of the chain or other articles 
 however, until definite action has been taken on the 
 watch. Handle each part of a sale separately. Always 
 act as thougrh you knew that the customer could afford 
 to buy anything in your store : that the reason he buvs 
 the ten dollar article instead of the fifty dollar one is not 
 l)ecause that is his limit, but that he has other purchases 
 to make to-day which will take a lot of money. 
 
 "There is a tide in the affairs of men which, taken at 
 the flood flows on to fortune." Be watchful of the psy- 
 chological moment in the sale, and seize it promptly 
 
 EVANS'S ESSAYS, 309 
 1 
 
 CHAPTER LXXXI. 
 
 AS A MAN THINKETH, SO IS HE. 
 
 Cttlttvatiiic Self Reqiect Qmdm That of Other»— Knowledge is. 
 Power— Stndy Your Trade Journals— Don't Be Afraid. to 
 Ask Questions — Every Man Has Three Personalities — 
 Problem of Merging Them in One— The Position of tiie 
 Jeweler. 
 
 ** For as a man thinketh in his heart, so is he." 
 
 SOLOMON, King of Israel, has always been rated as 
 the wisest man who ever lived since the world be- 
 gan. Solomon built the temple which so glorified 
 his name, and which was the wonder of succeeding ages. 
 The sayings of Solomon have been regarded as concen- 
 trated wisdom. He it was who promulgated the theory 
 that as a man thinketh so is he. To many this seems prac- 
 tically impossible, or at least an exaggeration. We forget 
 that the first step toward gaining the respect of our fel- 
 lowmen is to cultivate self-respect. To really respect our- 
 selves, requires that we must come pretty near to living^ 
 right and doing unto our fdlows as we would that they 
 should do to us. This is one of the reasons that retail 
 jewelers throu^^ association work have done mudi to 
 lessen the evils existing in the trade. Men who under 
 previous conditions were prone to make misstatements 
 about their competitors and who justified their actions 
 by theorizing that he was doing the same thing, to-day 
 find it impossible to say anything other than good of their 
 brother jeweler because they know hirn and desire his 
 good opinion. Many jewelers are lacking in self-confi- 
 dence. They do not have sufficient knowledge of their 
 business to enable them to obtain and retain any self-re- 
 spect for Uieir knowledge. 
 
 People who are on the outside imagine that the watch- 
 maker and jeweler possesses a complete knowledge of 
 
JIO 
 
 EVANS'S ESSAYS, 
 
 the various nieclianical devices and jewelers' articles 
 which he has for sale. The jeweler realizes his own in- 
 sufficiency in these directions and often falls down at the 
 first question which an incjuisitive customer fires at him. 
 Knowledge is power. Know your husiness. Studv 
 whatever printed matter you can obtain which will give 
 you definite information along the lines which you should 
 know. Do not be satisfied with a mere smattering of 
 knowledge. It is surprising how unprepared some of 
 our jewelers are to describe the goods which they have 
 for sale. They do not even know the names of the dif- 
 ferent stones which arc mounted in rings and scarf pins. 
 They are not prepared to give any information which 
 will tend to demonstrate their desirability to prospective 
 owners. Their selling talk on watches leads one to be- 
 lieve that the more jewels a watch contains the more re- 
 liable timepiece it becomes. Their knowledge of docks 
 extends only as to whether they are time or striking 
 clocks, and whether they run one day or eight days with 
 one winding. 
 
 In sterling silver beauty of design and finish is never 
 referred to, but the weight is spoken of many times, such 
 terms as "good weight," "heavy weight," and so on, being 
 considered trump cards. In diamonds the beauty of a 
 stone because of its natural brilliancv, which has been 
 greatly augmented by the work of the artisan, is passed 
 rapidly over, if it is referred to at all. The size and 
 weight of the stone and the quality of the ring mounting 
 are spoken of several times, and are supposed to have 
 great influence in landing the sale. There are many 
 things which one can safely leave to the customer after 
 having covered the explanatory part of making the sale. 
 If we were to visit a clothing house and be shown, for in- 
 stance, the prevailing shades this fall, which are brown, 
 and after the salesman informing us that brown was ver>' 
 much in favor he should say continually, This is a brown 
 .«;uit, and costs twenty-five dollars ; this is a brown suit, 
 and costs thirty dollars," after listening attentively you 
 must cither cmidude that the browner they were the more 
 they cost, or else that the salesman did not know verv 
 much about his busine^. But the clothing salesman does 
 
 EVANS'S ESSAYS, 
 
 311 
 
 not spend his time in telling you the color of the suit; 
 nor whether it is sack or dress. He dwells upon the ma- 
 terial of the goods and the lining. He shows you just 
 how and why the more expensive suit is worth more and 
 why it is to your advantage to buy it. He has facts to 
 give. You should be in the same position regarding your 
 business. Know whether the stones in your brooch pins 
 and pendants are genuine or imitation. Do not have, to 
 guess about such matters. You cannot give your custom- 
 ers satisfactory answers unless you know you are right. 
 
 In buying goods do not be afraid to ask questions about 
 them. The information acquired will help you make sales 
 later on. Pride often prevents us from doing what we 
 know we ought to, but Illustrations can be cited in almost 
 countless numbers to demonstrate the advisability of ask- 
 ing questions. A former state Senator was telling me of 
 an experience of his boyhood days which illustrates the 
 necessity of asking questions when one does not know it 
 all. He came down to Utica from a neighboring village 
 to purchase a baseball which was to be used in a game 
 that afternoon. It was before the day of the trolley, and 
 he came down by train, procured the ball and then went 
 to the depot to take the train home. A train was in, and 
 without asking any questions he boarded it. When the 
 conductor came through the boy presented his ticket, and 
 then learned that the first stop was a dozen miles beyond 
 his home. During the walk home he resolved that he 
 would never again refrain from asking questions when 
 his convenience would be greatly assisted by so doing. 
 Jewelers buy thousands of dollars' worth of goods each 
 year, and many of them without knowing much about 
 them. Surely the salesman who is overrunning with in- 
 formation about his goods, has greatly the advantage of 
 the salesman lacking essential knowledge. 
 
 As a man thinketh in his heart, so is he. This goes 
 back of the front or bluff which some men pride them- 
 selves on. It gets to the man himself. Each man know^s 
 his own strength and his own weakness. Each man is 
 said to possess three personalities : as he thinks he is, as 
 his friends think him, and the real man, known only to 
 
312 
 
 EVANS'S ESSAYS 
 
 his Maker. The more a man strives for better things, 
 the more alike do his three personalities become. When 
 a man can analyze himself and be satisfied with his result, 
 the better can he fulfill his mission in life, which, in our 
 case, is to supply the jewelry wants of his fellow crea- 
 tures. The jewelry business is one which will bring out 
 the best there is in a man because it appeals to the finer 
 sensibilities. Here we meet the young man in search of 
 a diamcmd ring for the lady of his choice, who becomes 
 the consequent purchaser of a wedding ring. In time the 
 little stranger arrives in their home, causing numerous 
 trips of uncles and aunts, grandmas and grandpas to the 
 jeweler for a cup, a spoon, a ring, and so <m. The jew- 
 eler is in touch with the family during the happiest events 
 of their lives, and if he is a man of the right sort will oc- 
 cupy in the minds of many a portion which no other busi- 
 ness man can occupy. 
 
 The jeweler because of the nature of his wares must 
 be a man of unquestioned honesty. His statements must 
 be accepted without question. He should occupy in his 
 city or village the same position which the banker does in 
 the same community. Why doesn't he? Because he does 
 not have the proper respect for himself and his business. 
 DeaHng in precious stones and the finest metals, he should 
 think himself above the common things of life, and real- 
 ize that his merchandise, being permanent in quality, he 
 is separated from the dealer in articles which arc tem- 
 poral in their lasting qualities. 
 
 Knowing, as he does, that on practically all matters his 
 word must be accepted without question ami without 
 proof, he should think himself a man of unquestioned 
 standing, and, ''As a man thinketh, so is he." There is 
 another great saying of the great king of Israel. Solo- 
 mon, wisest of men and builder of the Temple, also states 
 the marvelous truth which applies to-day with the same 
 force as it did those thousands of years ago: "Seest thou 
 a man diligent in business, he shall stand before kings." 
 When one considers the truth and justice of these two 
 statements of Solomon, he should feel encouraged to try 
 
 EVANS'S ESSAYS. 
 
 and make the most of his opportunities, for developing 
 himself in all directions, and to pursue his business call- 
 ing with diligence. 
 
 Ours is an honorable calling and we should persevere 
 in developing our business to the greatest degree. We 
 stand to-day just at the entrance of our busiest season. 
 Results wall come now from proper efforts. Do not be 
 slow to act. Do not leave to-day's work till to-morrow. 
 Expect big things and work for big things remembering 
 the quotation at the head of this article, "For as a man 
 thinketh in his heart, so is he." 
 
314 
 
 EVANS'S ESSAYS. 
 
 CHAPTER LXXXII. 
 
 WHAT DOES YOUR NAME STAND FOR? 
 
 Value of a Trade Marlt—Qiiaraiiteet for Different Standarda— 
 Loae Sale and Create Favorable Opinion Rather than 
 Make Fake Statements—Alleged Violation of Contract 
 Price— Reputation for Fair Dealing a Moat Valuabla 
 Aaaet* 
 
 IN glancing through the advertising columns of a mag- 
 azine, a paragraph caught my eye regarding the 
 value of the well known trade mark of "Royal Bak- 
 ing Powder." It stated that the owner of this famous 
 trade mark was offered a million dollars a word for it, 
 and merely laughed at the offer. It further stated that he 
 values those three words at a million dollars a letter. If 
 that special brand of baking powder had not been excep- 
 tionally good, no amount of advertising could have made 
 its name worth what it is to-day. It must have been al- 
 ways consistently standard, so that people learned to de- 
 pend upon it, and felt assured of satisfaction when they 
 called for and used it. In every city and town through- 
 out the world there are certain stores in different lines of 
 business where any statements made are accepted at their 
 face value, without discount of any kind. With such 
 stores everything is not "'the best." They realize, and 
 give their customers credit for realizing, that a difference 
 in quality calls for a corresponding difference in price. 
 
 A jeweler told me a while ago that customers required 
 just as much of a guarantee on a two dollar chain as they 
 did upon an eight dollar one. This certainly was the 
 fault of the jeweler, and demonstrated his lack of sales- 
 manship. One can certainly never build up a demand for 
 the better class of goods, if he gives the same liberal guar- 
 antee of satisfaction with the cheaper lines. If a jeweler 
 
 EVANS'S ESSAYS. 
 
 315 
 
 guarantees a customer perfect satisfaction with an eight 
 dollar chain, and then in response to the customer's ques- 
 tion states thait the five dollar one will wear practically 
 as long, and then agrees with the customer that a two 
 dc^r one will wear as long as the five dollar one, why 
 it stands to reason that he is going to do a large business 
 in cheap goods at a loss of profit and reputation. It is 
 an accepted fact that quality is remembered long after 
 price is forgotten. Also that many people expect just as 
 much of the cheap articles in the way of wear as they 
 would if they paid a price which would have procured the 
 higher dass of goods. A man and woman entered our 
 store one time when chain bracelets were in vogue. They 
 both agreed that a five dollar bracelet was very pretty. 
 He then said to her, "I like this four dollar one fully as 
 well, don't you?" To which she acquiesed. By gradual 
 steps he reached a bracelet costing $1.25, and they bought 
 that; he feeling that he had saved $3.75, and she feeling 
 that she was lucky to get away with even that. It might 
 be stated, however, that he was not guaranteed the same 
 satisfacticm with the lowest priced one as he was with the 
 best one. 
 
 Lose a sale <Mice in a while rather than tell an untruth 
 to make it. Do not justify yourself by saying that cus- 
 tomers compel you to make fadse statements in order to 
 effect a sale. The day is passing when it is considered 
 salesmanship to make false statements to a customer to 
 land the immediate sale. The idea to-day is to send cus- 
 tomers away with a favorable opinion of the store and 
 Its methods even though no purchase is made. The repu- 
 tation for- charging high prices will never hurt you. What 
 people want to-day 4s rig^it goods at right prices. They'll 
 pay you for your goods, but you must deliver to them 
 what they think they are buying. Jewelers who feel that 
 selling nngs stamped "sdid gold" and allowing the igno- 
 rant customer to believe that he is getting a pure gold 
 wng, is good business, will awake some day to find that 
 their customers have comle to realize that the only mark 
 worth considering in a ring, is the actual quality mark of 
 
3i6 
 
 EVANS'S ESSAYS. 
 
 « 
 
 the gold, coupled with the trade mark of the manufac- 
 turer. People gravitate from one store to another and in- 
 quiry made regarding articles which they own often dis- 
 closes the fact that, the quality is different from what 
 they thought it was. True enough, people get confused 
 ideas of what the salesman has been telling tiiem and of- 
 ten go away with the impression that they have bought 
 the articles for which he gave such a high recommenda- 
 tion, instead of something lower priced but of inferior 
 quality. It is enough usually to assure pt|rchasers of 
 lower priced goods, that they are getting their money's 
 worth; that if they feel that they have not, why you will 
 be glad to have them come to you with their comj^nt, 
 and if just, they can depend upon its being attended to. 
 
 To-day we hear a great deal about fixed priced watches 
 and kindred lines. We also hear of all^;ed violations of 
 the contract made between manufacturer and dealer. In 
 conversati(Hi with a jeweler the other day, he related to 
 me how he handled a case of this kind. The incident is 
 as foUows: A customer enters seddng a special watch 
 with an established price. The dealer stated that he did 
 not handle this special watch, and offered to show the 
 same grades of the same watch cased in similar cases but 
 just a little different size. The customer mentioned that 
 the dealer in his own city had made him a pretty good of- 
 fer on the fixed price watch mentioned; that is, that he 
 would sell him tiie thirty dc^lar watch for twenty-six. 
 The jewder then said that the first dealer could not sell 
 the watch in question for other than the price es^lished 
 on it, and asked the customer whether he knew enough 
 about watches to be sure that he was not going to pay 
 twenty-six ddlars for the watch selling at twenty-five. 
 He replied that he was not a juclge of a watch, but relied 
 upon the dealer. Our friend pointed out to him that a 
 man who would openly announce that he would vidate a 
 contract of that kind was not trustworthy, and would be 
 just as apt to raise the price of a lower grade watdi as to 
 reduce the price of the one in question. The argtuaent 
 proved effectual, and our friend made the sale. If a cus^ 
 
 EVANS'S ESS A YS 
 
 317 
 
 tomer only stops to think the matter over he has more 
 confidence in the man who does not make wild statentents 
 to compass a sale, but tells the plain, unvarnished truth, 
 and makes the sale through hard facts, rather than 
 through some fairy tales. 
 
 One thing to remember is this, that after customers 
 have reached home and discussed their purchase with 
 their family or bought the matter over by themselves, 
 they sometimes resdize that they could not reasonably ex- 
 pect the results which you have promised for the price 
 which they paid. How much better to have reasoned 
 with them, and had them buy with only ordinary expec- 
 tations of what they have bought Better have them find 
 out that you have been only nxoderate in your statements,- 
 and that the goods are even better than you said. Thus 
 they will learn that you are dependable. One sale will 
 never make your business. Make your name stand for 
 all that is good in your business. Be one of those firms 
 whose reputaticm for fair, square dealing is worth more 
 than their store and stock a dozen times over. People go 
 back to such places ; not to kick and raise a disturbance, 
 but to purchase other and better goods. They have their 
 friends, too, who must be considered. They can urge 
 them to give you a trial, or they can advise against calling 
 on you. Anyway you look at it you must make your 
 name to be the most valuable asset in your business, 
 whether viewed from the standpoint of your creditors or 
 your custcxners. "A good name is rather to be chosen 
 than great riches." 
 
3i8 
 
 EVANS'S ESSAYS 
 
 CHAPTER LXXXIII. 
 
 THE RETAIL JEWELER AS A BUSINESS MAN AND 
 
 CITIZEN. 
 
 Hie Jeweler Coming Into His Own— Active in Improving 
 Local Condttioiw-Hi^ Regarded by Hia Nei|^iboca— 
 Bvfing Gold Bfklra Conditiona Steadily Improving. 
 
 THE retail jeweler as such is a well known quantity, 
 and as important to the comfort of a community 
 as the village blackanith (with whom he is some- 
 times compared) or the country hotel and post office. Of 
 late years, however, the retail jeweler has been develop- 
 ing from the state of a mere public ccMivenience to that of 
 a gentline business man, who does not wait for people to 
 call for articles before he procures them, but who edu- 
 cates his customers as to what is right and proper to 
 purchase for the varyii^j occasimis for which gifts are 
 required. He is becoming master of his own business 
 and taking his proper position in the commercial workL 
 The retail jeweler is highly regarded by the residents of 
 his city and town, and usuodly looked up to as one of the 
 solid and influential men. Iliis is because of tiie costli- 
 ness of his wares. People expect a man who !^>ends his 
 lifetime in the purchasii^;, selling and repairing of arti- 
 cles which combine sentiment wi^ use, to be above the 
 average in the finer sensibilities. Jewelers of recent years 
 have b^:un to appreciate their standing in the commun- 
 ity in which they live and are living up to tbe reputation 
 which is theirs. To-day we find jewelers active in asso- 
 ciations of business men. We hear of them acting as 
 leaders in movements for the betterment of conditions in 
 their towns ; of their activities in the loced b(KU*d of trade 
 or chamber of commerce. They are bq^innuig to realize 
 that whatever nmkes for the improveinent of general ccn- 
 
 EVANS'S ESSAYS 
 
 319 
 
 ditions in their towns not only helps the hotel keeper, the 
 department store and the grocer, but incidentally is bene- 
 ficial to themselves. 
 
 In former days the retail jeweler was likely to keep 
 within his own shell, and believe that when he kept his 
 store open from seven or eight in the morning till nine 
 or ten in the evening, he was doing the very best thing he 
 could for his own advantage. To-day be realizes that his 
 former position was wrong. He closes his store at six 
 o'clock and spends his time in the society of his family 
 or in association with other business men at the club, 
 from whom he can learn much of advantage. One thing 
 which will surprise a jeweler is to find that other busi- 
 . ness people speak very readily about the percentage of 
 profit they msike in their business, and if the average re- 
 tail jeweler is at all weak about establishing and main- 
 taining a prc^t on his goods commensurate with the ab- 
 solute value of the goods, he should talk over matters 
 with a hardware man, a departmrat store buyer, or any 
 cme of a dozen other people ; he will find that their per- 
 centage of prdit far exceeds the jewelers and they are 
 sdling goods which must from time to time be replaced, 
 whereas we are selling goods which last indefinitely. 
 
 Retail jewelers should interest themselves in enter- 
 prises of a public nature, where no immediate profit is 
 coming to them. Show the general public that you can 
 think of something other than the almighty dollar. Yoy'll 
 get the dollar afterward. The idea which is often ex- 
 pressed, "What is there in it for me?" never brought a 
 man anything. It is a well estabHshed truth, that the 
 more you .put into a thing, the more you can take out of 
 it. So it is in your home town. If there is on foot a 
 money raising enterprise for a new hospital, or a Y. M. 
 C. A., do your best to help the matter along. If the board 
 of trade is trying to induce some large factory to locate 
 in your city lend your aid to the project. If there is a 
 good citizenship campaign under way, give it your sin- 
 cer e assistan ce. It is a well established fact that it is not 
 advflHHI discuss religion or politics with a customer, 
 
320 
 
 EVANS'S ESSAYS. 
 
 but that fact does not prevent you from arraying your- 
 self on the side of honesty and straightforwardness. The 
 day has loi^ since gone by when pecfde resent the fact 
 that a man forms an opinion because it is a different one 
 from theirs. Nevertheless, we find many business men 
 whose names are worth a whole lot, who will not lend 
 them to an enterprise which is for public good beciuse 
 they are afraid that it will hurt their business, and yet, 
 the same men will accept a free lot or a free set of hoiks 
 and lend their endorsement to the project which assists 
 the promoter to take out of the town thousands of dol- 
 lars which should be left in the city. 
 
 Organization work among the jewelers has done m»4ch 
 to broaden the individual and to draw out his many good 
 qualities. Retail jewelers find themselves qualified to 
 write their opinions in vigorous terms regarding what 
 they, consider trade abuses. Opinions widely differ on 
 sudi matters, but the more thought and expression of 
 views given, the greater probalMlity that we will finally 
 discover what the opinion of the majority is. 
 
 The retail jeweler should demonstrate to his clientele 
 the fact that their interests are best served when they 
 purchase from him their needs in the lines which he car- 
 ries. His willingness to make exchanges, or if necessary 
 to refimd the money; to make good on his guarantee, 
 when required ; the fact that the goods arc at hand to see; 
 the difference in finish not indicated by a picture of the 
 article; his show window disf^y; the word of mouth as 
 more emphatic than the written or printed word, all give 
 the retail jeweler advantages which another a thousand 
 miles off cannot have. Then, too, his standing in the 
 c(»nmunity and his knowledge of the goods and his per- 
 sonal acquaintance with the customer is decidedly in his 
 favor. 
 
 Then there is another feature which is not often con- 
 sidered. People like to send away for goods, but if upon 
 their receipt they find little niceties missing and the arti- 
 cle presenting the general appearance of being second- 
 hand, perhaps they will feel like the old farmer of whom 
 
 EVANS'S ESSAYS 
 
 321 
 
 a friend inquired if he had ever bought a gold brick. His 
 reply was, "No, I never did. I bought one once that I 
 thought was gdd." Peqple who have bought watches 
 and clock:/ from the mail order house and shipped them 
 back and forth a few times, become disgusted. Then 
 again, there is a certain class of people who never buy 
 anything in a regular way. Such people are always found 
 at bargain sales, auction sales, and so on. They are also 
 among the patrons of the mail order houses. 
 
 The retail jeweler certainly cannot complain about his 
 condition the last ten years. It has been steadily improv- 
 ing. Better prices are obtainable both for new goods and 
 repairs, and to-day the jeweler presents the general ap- 
 pearance of being prosperous. If there is any one 
 thought in my mind to-day it is that the retail jeweler 
 must stand with the general public on all questions of 
 public ccmcem. Special interests and special favors, class 
 legislation, and so on, are very much in disfavor. There 
 is one thing absolutely established, and that is, that the 
 retail jeweler is here to stay. There cannot any one take 
 his business from him. He should, however, endeavor 
 to keep the lines of goods which he handles out of the 
 hands of the mail order and department stores, and he 
 can make it necessary that manufacturers choose between 
 the jewelry trade and these outsiders, by giving the bene- 
 fit of his business to those who try and keep the sale of 
 their goods in legitimate channds. 
 
322 
 
 EVANS'S ESSAYS. 
 
 CHAPTER LXXXIV. 
 
 THE POWER OF EXAMPLE. 
 
 Effect of One's Actions on Others — Force of Esuunple In 
 Business Success — Proprietor's Responsibility to Em- 
 ployees — Keeping Your Word— The Habit of Punctuality 
 - —Regularity in Business Hour*— Do Not Impoee on 
 Clerks. 
 
 WE often hear people 'state that they do as they 
 please; that they do not have to consider the 
 effect of their actions upon others. If one 
 stops to consider a moment, he will observe that practi- 
 cally every act of his life has its effect upon others; if in 
 no other way, by the power of example. Where do the 
 small boys get the notion that it is a manly thing to puff 
 on a cigarette? From observing that the rank and file of 
 men smoke. They naturally consider that the forming of 
 the habit of smoking is one long step toward manhood. 
 So, too, other habits more vicious, can be traced to the 
 examples set by men. The boy is said to be the father of 
 the man. As he has been taught in youth, so he inclines 
 when a man grown. 
 
 But it is not regarding the formation of such habits as 
 smoking, drinking, profanity using, etc., that is on my 
 mind to-day, but it is the force of example about such 
 matters as pertain more particularly to success in busi- 
 ness. A boy goes to work in a store willing to learn and 
 anxious to please. Certain little tasks are given him to 
 do, and he is relied upon to perform these duties without 
 continual prodding to make him do them. He probably 
 starts in to do that work just as well as he knows how. 
 But let us suppose that the store is conducted by an indi- 
 vidual owner, who must perforce leave his store in the 
 charge of subordinates while he transacts such necessary 
 business as banking, which takes him away temporarily. 
 
 EVANS'S ESSAYS. 323 
 
 And suppose that the minute his back is turned work gen- 
 erally ceases ; customers who enter are treated discourte- 
 ously and discouraged from calling again. Don't you 
 think that these examples have their effect upon the boy 
 who is there to learn how to achieve success in the busi- 
 ness world? Dbn't you think that somehow or other he 
 is acquiring the opinion that the boss is an overbearing 
 sort of a fellow anyway ; that he is getting rich at the ex- 
 pense of others and with little effort on his own part, and 
 that any advantage he can take of his absence is justifiable 
 on his part? Do you think that if work went on just the 
 same during the prc^rietor's absence, the same efforts to 
 please customers were made, that that same boy would 
 have been trained and developed along the line of faith- 
 fulness to duty whether under surveillance or not ? 
 
 The prq[>rietor also has his responsibility to his em- 
 ployes in the matter of example. In showing goods he 
 must make every effort to please which is in his power. 
 If he fails to effect a sale he must never make disparag- 
 ing remarks about the customer after he has left the 
 store. He must never act as though he considered that 
 bis efforts were too many, or that he should have hur- 
 ried the cust<Mner's departure by any hasty word, or by 
 diowing a disinclination to show goods called for. He 
 ^ould carefully rearravge the trays of goods before re- 
 turning them to the case, or see that some one else does it. 
 Goods which are soiled or show handling should be taken 
 back to the •shop to be put in prc^r ccmdition. Thor- 
 oughness on your part will beget the same qualities in 
 those with whom you work. Slipshod methods are easily 
 • acquired and do more to hurt a jeweler's business than 
 anything else. 
 
 The matter of promptness in having work ready is 
 quite important. In short, it means keeping your word. 
 Your word is the only thing you can give and keep. Be 
 careful in your promises. Better argue with a customer 
 at the time a job is being left for a Uttle more time than 
 to promise delivery aikl then fail to make good. Have 
 the date you promise work sufficiently far a^ead so that 
 
324 
 
 EVANS'S ESSAYS, 
 
 no excuse will remain for not being ready at the time 
 specified, and then have your employes understand that 
 the promises must be made good. It is easy enough to 
 put off a job until the very ddy it is to be called for and 
 then find that you lack the essentials for doing the work. 
 An inspection immediately would have made possible the 
 ordering 'of the necessary materials and the consequent 
 delivering of the job at the specified time. If you are 
 careless about such matters and display a readiness to 
 make excuses to your custCMner, you will find that your 
 clerks will develq> the same trait, and will consider that 
 it is an easy matter to placate a disappointed customer. 
 If, however, the employer would state to the disappointed 
 customer that there was no excuse for the job not being 
 done except neglect, and that he did not blame them for 
 being vexed, but that he would guarantee that there would 
 be no repetition, he would find that not only w ould his 
 store stand better with the customer in question, but also 
 he would have more respect from his employes, who 
 would understand that promises made in the name of the 
 concern must be made good, if within the range of human 
 possibility. 
 
 The writer has often wondered what some jewelers 
 would think or say if their orders were treated by the 
 CMies to whom they are sent in the same manner that they 
 treat their customers' orders. If they sent a job to New 
 York which should be back the second day and they did 
 not get it for a week or ten days, would they' consider the 
 house a businesslike one ? No ; they would not. They 
 expect their orders to be filled promptly. There is an- 
 other feature about this matter of promptness. We all ' 
 have jobs left with us which are difficult of handling. 
 Either we lack the materials or the ability to handle same 
 advantageously. If this matter was looked into the day 
 the job was left it could be sent away the same day and 
 would be back at the time promised. Right here let me 
 suggest that one man have the responsibility of parceling 
 out work in a store. Every job is then carefully looked 
 
 EVANS'S ESSAYS. 
 
 325 
 
 over when left, and he will know almost at once whether 
 it will be necessary to send it away or not. 
 
 There is another habit wherein example plays an im- 
 portant part, and that is in being on hand to business 
 promptly in the morning, taking a regular time for lunch 
 at noon, having a regular time for leaving and returning. 
 Many jewelers are very careless about this matter, and 
 as a consequence lose much valuable business during the 
 course of a year. Then it has its eflPect upon your em- 
 ployes. If you do not get down to business until nine or 
 ten in the morning, do not expect to find a great deal done 
 when you get there. Tlie writer learned a while ago of 
 an experience which happened in a large wholesale house 
 in this city dealing in plumbers' supplies. The president 
 was accustomed to arrive after nine each morning. Con- 
 sequently, although the office force were expected to all 
 be in their places from seven-thirty to eight o'clock, not 
 a man of them ever showed up before eight, and most of 
 them arrived a full half-hour later. The manager had 
 been brought up in the business with the other boys, and 
 disliked to speak of the matter. However, he must have 
 spoken to the president, for one morning the latter ar- 
 rived at the office at seven o'clock and noted the arriving 
 time of each clerk. They all experienced a great shock, 
 and for some time every man was on hand at the ap- 
 pointed hour, for he did not know but what the president 
 might take the notion to get down again early. This 
 merely illustrates how people take advantage of laxness 
 of this kind. If you are conducting a jewelry store you 
 should be the first one to get there. If you are you can 
 insist upon your employes getting there at the same time. 
 But if you compel them to hang around outside waiting 
 for your arrival you give them an excuse which they will- 
 use if necessary. 
 
 Be to your employes what you want them to be to you. 
 Do not expect them to take more interest in your business 
 than you do yourself. Many an employe has had respon- 
 sibility thrust upon his shoulders which he was loath to 
 assume and for which he was not paid. You cannot get 
 
326 
 
 EVANS'S ESSAYS 
 
 a manager for your store at the salary of a bench man. 
 Remember that. Also remember that you cannot expect 
 a man to do much more than you pay him for. Just as 
 soon as an employe realizes that he is being imposed upon 
 in the matter of added work and responsibility just so 
 soon he is either going to look up anoUier job or else he 
 is going to begin to take advantage of your continued ab- 
 sences from business. There is not any business which 
 will run itself, except into the ground. You do not want 
 your business headed that way. So get busy. Show your 
 iployes and your customers that you arc alive, and en- 
 thusiastic, and willing. All will respect you, your em- 
 ployes will work harder for you and your customers will 
 go out of their way to do you a good turn or spend a dol- 
 lar with you. 
 
 EVANS'S ESSAYS. 
 
 327 
 
 CHAPTER LXXXV. 
 
 THE J£W£L£R AND HIS WATCH DEPARTMENT. 
 
 Bverytfaing Higher Except the Jeweler's Qood»— Diamonds 
 the Only Jewelry Commodity ScUang at a Higher Price, 
 and That is tiie Only Article on whtdi Sales Have 
 Boomed— More Effort Should Be Paid to tiie Sale of tiie 
 Better Gradea of Watches— In Selling a Watch Try to 
 Impress Your Customer with the Idea, Not "How Cheap," 
 but "How Good." 
 
 SCATTERED about this union of sovereign states 
 there are approximately twenty thousand retail 
 jewelers, in varying conditions as to prosperity and 
 contentment of mind. When one stops a moment and 
 considers the increased cost of the actual necessities of 
 life, we must certainly marvel that these tiiousands of 
 jewelers are able to gain through the conduct of their 
 businesses enough of the paper backed by our govern- 
 ment to procure the afore-mentioned necessities. Gro- 
 ceries, meats and clothing are all sold at prices consider- 
 ably higher than they were about fifteen years ago. Fash- 
 ion's demands as to dress and house furnishings, and the 
 feeling of pride which one has regarding sudi things 
 prompts each wage earner to stand for the increase in 
 price on these goods, and their very existence requires 
 that their table be provided with the good things of life, 
 no matter what they cost. In conversation with a travel- 
 ing man yesterday, he made the statement that he would 
 never economize on his meals; that he would rather go 
 without some little luxury, if need be, to save the same 
 money. The steady advancement of prices in wearing 
 apparel, instead of resulting in people being poorer clad, 
 has reacted in exactly the other way. People are better 
 clothed to-day than ever before. It is sometimes a diffi- 
 
328 
 
 EVANS'S ESSAYS. 
 
 cult proposition to distinguish people in the different 
 walks of life by the manner in which they are dressed. 
 
 What has all this to do with retail jewelers and the sale 
 of their goods? Well, just this: In our line, nothing 
 has been advanced in years to any extent, with the excep- 
 tion of diamonds, and with the result that the sales of 
 these gems have largely increased. But the sales of ex- 
 pensive watches have fallen off to a remarkable extent. 
 True, some of the more moderate priced watches per- 
 form so accurately that it is not necessary to pay a large 
 price to get a satisfactory timepiece. Thus we find the 
 retail jeweler, in showing watdies, advocating the pur- 
 chase of a gold filled case, and a seven or fifteen jeweled 
 movement, rather than trying to persuade his customer 
 that, inasmuch as he has purchased the best in other lines ; 
 inasmuch as he is willing to pay a thousand dollars more 
 for a lot on a more desirable street ; inasmuch as he de- 
 mands the best in clothing, and his house is furnished 
 with taste and elegance and at a price that would make 
 his grandfather gasp, if he knew the cost; inasmuch as 
 he spends large amounts of money annually on vacations 
 and other amusements, — that he really owes it to himself 
 to purchase a watch which will be a credit to himself, and 
 one which he will not have to replace in a few years. 
 Show him that if he buys a good weight solid gold case, 
 fitted with a high grade movement, he has purchased a 
 faithful companion which will last him a lifetime, and 
 one that he can always depend upon to present the ap- 
 pearance of being a good watch, and contain the neces- 
 sary internal mechanism to carry out the idea which the 
 outer case presents. 
 
 Appearances count for much in this world. All con- 
 cede the truth of this remark. While we realize that the 
 real man does not depend upon outer adornment, still the 
 biblical quotation, "that man looketh on the outward ap- 
 pearance," is demonstrated every day. When you go to 
 a bank to open an account, or deposit your valuable pa- 
 pers, would you be very much impressed if the cashier 
 was shabbily dressed and carried a cheap watch which he 
 
 EVANS'S ESSAYS 
 
 329 
 
 consulted as to the time? It is really a serious problem 
 which the jewelers must work out regarding the ten- 
 dency to purchase cheap watches. Jewelers are them- 
 selves to blame in this matter. Naturally the customer 
 who comes into your store to buy a watch has formed 
 some idea of what he will have to pay for a suitable 
 watch. Perhaps he has decided that he ought to get a 
 watch good enough for his purposes for twenty-five dol- 
 lars. Picture to yourself that man in your store. How 
 would you handle him? Of course you do not know 
 what priced watch he is thinkin^^^ about buying, but do 
 you show him some of your best watches first, or are you 
 afraid of discouraging him by showing him an expensive 
 watch? Do you only show an expensive watch when a 
 customer demands that he be allowed to see one? The 
 writer has heard time and again, not only in our store 
 but in other jewelry stores, the interrogatory of the cus- 
 tomer, as to whether the jeweler ''has any better watches, 
 or are you showing me the best goods now ?" Where one 
 customer asks that question there are ten others who 
 think it, but say notliing. If you show your customer 
 watches ranging in price from ten to twenty-five dollars, 
 and no others, do you think there is any possibility that 
 you will sell him a twenty-five dollar watch? Does he 
 not begin to consider in his own mind whether or not the 
 lower priced ones will not give him as good satisfaction 
 as he really needs? Then, when he has progressed thus 
 far in his mental cogitations, he will ask you, "do you 
 think this ten dollar watch will run and give good satis- 
 faction?" When he makes this inquiry you immediately 
 decide that ten dollars is all the money he wishes to spend 
 and that you will do well if you can land him on that 
 watch. You will then sound the praises of the cheap 
 watch, finally sending him away with the lowest price 
 watch you have shown him, fastened to his buttonhole 
 with a dollar chain, and changed a twenty dollar bill to 
 get out your mcmey. 
 Ask yourself how many times after landing a sale of 
 
330 
 
 EVANS'S ESSAYS, 
 
 a cheap watch yott have found out that the customer ex- 
 pected to pay more? It is indeed a sad commentary on 
 our ability as salesmen, that fewer high priced watches 
 are sold. Do not immediately decide that, because the 
 customer asks you for ''something cheaper" he will not 
 buy something good, if its merits are properly explained 
 to him. "ThCTc's a reason" why one watch is worth more 
 than another, and it is your business so attractively to 
 present the good points of your best articles that you can 
 win the customer across the chasm of doubt and uncer- 
 tainty into the land of good quality goods. Talk is cheap 
 and should be used sparingly, but for goodness sake use 
 your talking powers and your persuasive arguments oa 
 your best goods. Do not laud the low priced goods so 
 high that nothing more emphatic can be said about the 
 more expensive ones. The writer is not trying to impress 
 his readers with the idea that you can seU a fifty dollar 
 watch to a ten dollar customer, but what he is trying to 
 impress upon one and all is not to sell the man with fifty 
 dollars the ten dollar watch. 
 
 People do not buy jewelry in a hurry. They do not 
 ask you the price of an article, have it told them, and then 
 run. They come into your store prepared to spend con- 
 siderable time in the contemplation and purchase of the 
 article in questi<m. Remember this, and show your ex- 
 pensive goods first. Any student of human nature can 
 tell whether he is within reach of his customer within five 
 minutes after the customer has entered the store. Then, 
 if found that he is talking over their heads, he can grad- 
 ually slide down the scale of prices, and sell them as good 
 an article as they will buy and pay for. Of course, we 
 have all met the man "who will buy the best watch in the 
 store, if you will give him credit," but he is not the man 
 we are discussing. We are talking of the man who has 
 the money to pay for a good watch, and who will go a 
 few dollars more than he anticipated, if you can show 
 him why. Let us read all the literature which will help 
 make us better salesmen ; let us learn logical selling talks. 
 
 EVANS'S ESSAYS. 
 
 331 
 
 realizing that the same argument will be effective in most 
 cases, following our introductory remarks, and as the elo- 
 quent preachers realize the fact that they can write a 
 much better sermon than they can preach extemporane- 
 ously, so let us realize that we can sit down quietly and 
 formulate ideas and statements, which, formed into one 
 complete whole, will give us something to say that will 
 be convincing to our listener. 
 
EVANS'S ESSAYS, 
 
 CHAPTER LXXXVI. 
 
 TRANSFORMING LOOKERS INTO BUYERS. 
 
 Salesmanship Required to Make Customers of the Curious- 
 Looking Stimulates the Desire which Precedes Bujong— 
 Courtesy and Interest Assist the Proc es s ■ Value ol Per* 
 sonal Advertising. 
 
 MANY lines of business are of such a nature that 
 the lookers are few in comparison with the buy- 
 ers. Take, for example, the grocery and the 
 
 meat market. Most customers who enter these stores 
 have in mind what they wish to purchase. The man be- 
 hind the counter acts in the same capacity as a nickel-in- 
 the-slot machine. He delivers whatever they call for; no 
 ability being necessary, other than to tie up a bundle in a 
 satisfactory manner, write down the address carefully 
 and legibly, and to see that the delivery man takes them 
 out on the proper load. In no part of this transaction has 
 there been any salesmanship needed or displayed. True, 
 some grocery clerks have developed the power of sugges- 
 tion to an extent that they are enabled to make many sales 
 of specialty goods or novelties, on which there is a good 
 profit which would otherwise have remained unsold. 
 Many other businesses are of a character where people 
 must make purchases occasionally, whether they will or 
 not. Such are the clothing and furnishing lines, the fur- 
 niture store and a few others. Clothing for men and 
 women, boys and girls, nmst be purchased, and while 
 salesmanship is required to effect the actuaPsale, still the 
 looker of to-day is usually the buyer of to-day also. This 
 makes much more easy the handling of the individual 
 customer. The salesman is filled with hope and encour- 
 agement while he is waiting on them; he does not long 
 for them to go, but counts all the while on making the 
 
 EVAXS'S ESSAYS. 
 
 333 
 
 «ale. But how is it with the jeweler? Most of his cus- 
 tomers are lookers first. Sometimes people enjoy look- 
 ing at pretty goods so well that they become chronic 
 lookers. They do not seem to be able to give up the 
 pastime of looking and pass into the class of the has- 
 beens. 
 
 Iliese lodcers cause some jewelers great annoyance; 
 m time it becomes .aknost impossible to wait on them. 
 It also causes them to put all lookers into the same class, 
 and in the course of time efforts are made to get rid as 
 quickly as possible of these "pests, ' as they are called. 
 There is one thing we should remember, however, the 
 stores that have the greatest number of lookers also have 
 the most buyers, and do the largest volume of business. 
 Instead of acting in a discourteous manner to the look- 
 ers we should consider them our best friends, for this 
 reason: these people are usually great talkers; they can 
 give your store the benefit of a large amount of free per- 
 sonal advertising, and they will do it. They will tell their 
 friends, ''I was in P>lank's jewelry store to-day, and he 
 has just received the swellest line of little diamond and 
 pearl pendants that I have ever seen." This cannot but 
 give your store the reputation of being strictly up-to-date, 
 and will naturally react to your benefit. 
 
 All people are blessed or cursed with more or less cu- 
 riosity. Thus we will find some folks who cannot see a 
 gim of any description without examining it, and look- 
 ing into the barrel, at the same time trying the trigger to 
 see if it is loaded. Sometimes it is. Then we have the 
 curious person, who wonders if the sign, ''Danger! 
 Hands Ofif !" really means what it says. He touches the 
 wire and finds out, but never tells us what he learned. 
 Then we have the curious person, who spends the day in 
 listening: to conversations by other parties on his tele- 
 phone line, and seems to enjoy it. The curious person, 
 however, who comes to your store to learn what is new 
 and desirable in your line is certainly interested in jew- 
 elry and should be cultivated. Looking indicates inter- 
 
334 EVANS'S ESSAYS. 
 
 est, which should be turned into desire and "then into re- 
 solve to buy. When you write an advertisement for your 
 paper, when you spend a half-day arranging your show 
 window, when you buy velvet display fixtures of differ- 
 ent kinds, or change your system of disj^aying goods in 
 your showcases, you do so for one purpose only, to at- 
 tract attention to your goods. Looking in your window 
 is preliminary to entering your stqre. Entering your 
 store to obtain a closer look at an article displayed in the 
 window, or to see a more complete line inside, precedes 
 buying. We are all startled when ^ custcmier enters and 
 buys some one article irom the window without furtiber 
 discussion. It is not what we expect. We really expect 
 people to look; we invite them to look; we urge them to 
 look. But as looking without buying is like "faith with- 
 out works," we should endeavor to have the looker 
 change into a buyer. While we are willing to do a cer- 
 tain amotmt of missionary work for our competitors, we 
 do not want to be missionaries only. We want to sell 
 jewelry and kindred articles. 
 
 When people enter your store and inform you that 
 they are "just looking," assure them that they are per- 
 fectly welcome to look to their heart's ccmtent, and that 
 it will be a gfeat pleasure for you to show them any 
 goods in whidi they are interested. Inform them, how- 
 ever, that you are never surprised to make sales to those 
 who have come in just to look ; that if they see what they 
 want, to feel free to buy it, or to have it laid aside to be 
 called for later. In short, give them to understand that 
 while you are pleased to show goods, you are more 
 pleased to sell them. People like to trade where their 
 ptronage is appreciated, rather than go to a store and 
 insist upon the clerk or salesman showing them other 
 goods in order that they may be able to make a purchase. 
 Many storekeepers frighten away possible purchasers by 
 their manner. We are all busy, and often-times when we 
 are the busiest or the most bothered, someone will walk 
 in and say, "Good morning, Mr. Blank, I did not come in 
 
 EVANS'S ESSAYS, 335 
 
 to buy anything to-day, but I wanted to see how much I 
 will have to pay for a Httle neckchain for a baby who 
 will be a year old in June. I want it for her birthday." 
 Naturally, such circumstances are aggravating, and it 
 takes a master mind to figure out the fact that though 
 this woman is looking four months ahead for some trivial 
 purchase, yet her husband may be going to buy a dia- 
 mond ring within two weeks, and your treatment of her 
 may decide whether you make the sale or not. Then she 
 may have friends whose purchases in the next few 
 months will aggregate a large amount. Her influence in 
 favor of your store may decide the day. 
 
 We all have the customer whose purchases do not 
 amount to much but whose influence does. We should 
 strive to send every person who enters our store away 
 feeling that they have been fairly dealt with and with a 
 favorable impression of our store. We should endeavor 
 to sell each customer what they ask to see and always be 
 ready to show other goods for which no inquiry has been 
 made. Jewelers are too ready to quit. They do not fol- 
 low up the sales department of their business as they 
 should. Send each purchaser away with the idea in mind 
 of buying some other novelty to which you have called 
 their attention. 
 
 Wait on each customer as though they had the making 
 of your business in their hands. Avoid telling people 
 that the goods they ask to see are "out of date." Tell 
 them that your sales were small in that particular line 
 and you let the line run out. Offer to get the goods for 
 them, and do so if they wish. It is easy enough to show 
 them what you are selling in their stead, and oftentimes 
 people will decide that, as they would not think of buying 
 a last year's hat, neither do they want any of last year's 
 jewelry. 
 
 In conclusion: as we meet with all classes and condi- 
 tions let us strive to "be all things to all men," and to 
 "live peaceably with all men," which translated means, 
 use all comers with kindness and courtesy, but exercise 
 a guiding hand in their purchases, so that they will not 
 buy anything with which they are not satisfied. 
 
336 
 
 EVANS'S ESSAYS, 
 
 CHAPTER LXXXVII. 
 
 HOW TO USE IMAGINATION IN BUSINESS 
 
 Bttildiiig Castles in the Air not Wholly a Waste of Time- 
 Imagination in Designing Window Diq^Uys— Enthuse 
 Slow Thinkers Through the Use of Sentfanent in Adver- 
 tising-— Get in Touch with Cuitomers by Means of 
 Imaginative Selling Talks. 
 
 BUILDING castles in the air has been indulged in for 
 centuries by all classes of pec^le in all countries 
 of the world. Many condemn such practices, as 
 they are pleased to believe that it makes people unfit for 
 the realities of life, to dream about things which they 
 hope will come to pass. Nevertheless, it has always 
 seemed to me that dreaming about the future and what it 
 may contain for us, in the way of betterment of condition, 
 helps us to perform with cheerfulness many of the un- 
 pleasant little duties which fall to the lot of all of us. We 
 are all here for business and pleasure. We arc happier be- 
 cause we have to work for a living than we would be were 
 we of the leisure class. Yet we could not work year in 
 and year out w ithout pleasure and either an improvement 
 of our condition or the promise of such. The small saver 
 looks forward to the lime when he shall have enough 
 money to permit him to make a payment on a home for 
 his family, wlicre his children could play in safety and 
 where flowers and vegetables might be grown. Those 
 more fortunately situated as regards their financial con- 
 dition, have other dreams of what they propose to do 
 when they have the necessary money, such as purchasing 
 an automobile or indulging in a European trip. It is such 
 dreams that make life wortli livini^. Anticipation is of- 
 ten greater than realization, and ii is well that this is so 
 because we look forward ofttmies for months for some 
 
 EVANS'S ESS A VS. 
 
 337 
 
 little trip or outing which is over in a few short days or 
 weeks. The pleasure we have had in planning the trip is 
 considerable and is equally as enjoyable as the actual trip 
 itself. 
 
 In business life, were it not for our imagination we 
 could not perform some of the duties in preparation for 
 the business which in our imagination we know is to be 
 ours during the fall and holiday season. Take, for in- 
 stance, dealers in other lines such as furs and clothing 
 of different kinds. They have ordered some time since 
 the goods which in anticipation they have already sold 
 the coming winter. In the jewelry line we have all or- 
 dered special goods to be delivered November i to 15, 
 and have perfect confidence that we will sell them al- 
 though we have not had an inquiry for them from any 
 one. In dressing a show window we must have imagina- 
 tion. We must design a windovv' which we believe will 
 appeal to the greatest number of passers-by. We must 
 write our window cards in a fashion which will appeal 
 to the imagination of the reader and looker. Thus the 
 saying, **Your daughter would be deliglued with one of 
 these beautiful pendants. All the girls are wearing them 
 now. Surprise her with one. Tiie prices are not high. 
 Take one home with you." Or regarding a handsome 
 watch displayed in a case, place a card on it with a word- 
 ing something like this : "Your son needs a watch in his 
 new position where promptness is so desirable. See that 
 he has a good one, as one that is purchased now will last 
 him during his entire lifetime. Come in and let lis show 
 you how little, comparatively speaking, a first-class watch 
 v»^ill cost vou." Or on the trav containing^ a few selected 
 brooches or bracelets place a card saying. "Some people 
 go through their lives without the possession of some 
 dainty bit of jewelry for which they have always pined 
 but for which they will not ask. Take your wife home 
 one of these beautiful brooches or bracelets and make 
 her haj^py." 
 
 Many people are slow thinkers. Many men believe 
 that they are all that could be desired as home keepers 
 
338 
 
 EVANS'S ESSAYS 
 
 or providers for the family because they furnish food 
 and clothing sufficient to maintain health. They are 
 lacking in the finer sensibilities and need someone like 
 the jeweler (who makes his living by selling luxuries) 
 to make them think that there are other things besides 
 brooms and brushes, beefsteak and cabbage; that if there 
 is one thing which a woman appreciates more than an- 
 other it is the possession of some little article which is 
 more ornamental than useful. 
 
 If we are to sit back quietly and wait until all other 
 lines of business have had their fling before w^e urge the 
 purchase of our goods, we will find that we will do but 
 little, and that will be all credit, as the other fellow will 
 have the cash. 
 
 In our advertising we should appeal to the imagina- 
 tion, and advertisements so constructed are much more 
 likely to prove trade winners than any other kind of a 
 worded request for business. As most jewelry is pur- 
 chased for presents it stands to reason that we must ad- 
 vertise along the line of sentiment, as otherwise we have 
 but little left to argue about. True, watches, clocks, sil- 
 verware and cut glass may be counted as necessities, but 
 we cannot sell the^^e same articles over and over again 
 to the same people. What we must strive to cultivate is 
 the belief that for a present for anyone old or young 
 there is but one place to go, because at the jewelers will 
 be found a full stock of the articles which everyone has 
 planned to own some day. People are often at a loss as 
 to what to buy for birthday, wedding and Christmas an- 
 niversaries. Start them on a chest of silver through 
 your show window and your advertising. Once you have 
 gotten a customer to buy some knives and forks of ster- 
 ling silver you have opened up a large amount of busi- 
 ness and have made easy for them the selection of a suit- 
 able gift. 
 
 In our selling talks we should draw strongly on our 
 imagination. We should be able to place ourselves in 
 touch with our customer's line of thought and lead him 
 to a decision which will be satisfactory to both. The 
 
 EVANS'S ESSAYS, 339 
 
 real sale should be mutually advantageous. The cus- 
 tomer has parted with his money, but has received in ex- 
 change something whicli he would rather have than the 
 money. Money is the medium of exchange. In prehis- 
 toric times barter was the only method of exchange, 
 which made trading extremely difticult for ofttimes a 
 man would have to trade at a disadvantage to himself, in 
 order to obtain something which he wished to own. With 
 money all is different. Each man with money can go 
 where he pleases and purchase what he wishes ; the store- 
 keeper can do likewise, and thus a continual system of 
 exchange is carried on. We ought never to consider fo^ 
 a moment that the man with the money is the master of 
 the situation and yet in many stores this is so. The sight 
 of a few gold backed bills will make the dealer lose sight 
 of the fact that he is in business to make a profit and that- 
 real salesmanship is the disposing of goods at a profit 
 If each dealer could only develop his imagination to the 
 extent of realizing that his customer really w^ants to 
 spend his money or he would not be there and that to 
 him the goods are more desirable than the money, there 
 would be fewer sales which show a small profit or none 
 at all. Look at things from your customer's standpoint 
 and you will find that your sales will show more satisfac- 
 tory profits than heretofore. For all these various rea- 
 sons, and for countless others, develop the spirit of imag- 
 ination. 
 
340 EVANS'S ESSAYS. 
 
 CHAPTER LXXX\ ill. 
 
 POSITIVENE8S AS A BUSINESS ASSET. 
 
 Thinking, Speaking and Acting Positively are Elements Mak- 
 ing for Success — A Reputation for Positive Decisions 
 Saves Time— Store Rules Accepted Without Question if 
 Promptly and Positively Stated— Places Salesmen on 
 Equal Footing. 
 
 IN these latter days it is absolutely necessary that a 
 man, to be successful, must know positively whereof 
 he speaks. He must think positively, act positively, 
 speak positively. "Time is money." How often we hear 
 this expression, yet how little we' appreciate the fact. U 
 3. man were to acquire the habit of being positive, those 
 with whom he came in contact, and with whom he was 
 constantly doing business, would come to a realization 
 of this qualification, and much useless expenditure of 
 time could thus be avoided. Traycling salesmen tell me 
 that were they to accept as fMBH^tatements usually 
 made by retail jewelers on th^l^^Kce to their stores, 
 they would not be in any imme^V^anger of having 
 their salaries raised because of the immense business 
 they were doing. The customary way to wait on a trav- 
 ^^aag man is somewhat after this order: After pre- 
 liminaries, such as hand-shaking and discussing the 
 weather and its effects upon business, naturally the sales- 
 man gets around to the subject nearest his heart, inquires 
 if there is anything doing and is promptly informed that 
 there is not. The weather halMjtotoo dry, or it has been 
 too wet, or it has been cold, hot, or it has been 
 
 stormy. G>nsequently, nothing has been sold and tiicre 
 is nodiing to buy. Does the traveling man believe you? 
 No, he dots not. He merely recognizes the fact that you 
 •do not want to buy and accordingly realizes that he must 
 
 EVANS'S ESSAYS 
 
 341 
 
 devise some plan to get you to look. If he has anything 
 brand new in his trunk he will ask your consent to show 
 you just that one package of goods ; stating that he will 
 not urge you to buy if you say you cannot use them. He 
 is a good fellow. Of this. you are convinced, and he has 
 already given you a cigar to prove it. You will look at 
 these special goods just as a favor to him. You see a few 
 things you can use, you buy, and when the traveling man 
 has gotten you to travel this first step he knows he will 
 sell you a bill. The next time he calls you spend the first 
 half -hour trying to avoid looking at his goods and the 
 next hour or two looking. Ofttimes, it takes more time 
 to try and persuade a traveling man that you do not want 
 anything than it would to look over his line and tell him 
 the same thing as each successive tray is shown. 
 
 It strikes me that we should all cultivate the spirit of 
 fairness and justice. If we feel friendly to a house and 
 are willing to give them a share of our patronage, try and 
 establish with its representative a reputation for decision 
 and positiveness. If you answer questions in a half- 
 hearted way, it cannot but impress the salesman with the 
 idea that all that you need is a little urging, and you after- 
 wards prove this fact to him by buying when you had pre- 
 viously made the statement that there was absolutely noth- 
 ing that you wanted. If yon were to accord representa- 
 tives the privilege of showing their lines spring and fall, 
 whether you anticipated purchasing or not, then on the 
 occasion of their other visits spoke positively regarding 
 your wants, you would find that in the course of a year 
 you would save some weeks' time sparring or fencing 
 with the representatives of wholesale concerns. 
 
 The same quality of positiveness should enter equally 
 and perhaps to a greater extent in your dealings with your 
 customers. If you mark prices on your goods, be sure 
 that they are right and fair and then hold to them. Do 
 not quote prices and make such statements as that they 
 are the lowest prices at w^hich goods of the quality can 
 be sold, and then follow the customer to the door to call 
 him back and. accept his offer. If you have rules whereby 
 
342 EVANS'S ESSAYS. 
 
 a certain amount of engraving is allowed free and all in 
 excess is charged for, see to it that you and your clerks 
 hold to this rule. Nothing so weakens a system as to have 
 •concessions continually made to special customers. Some 
 of your best paying customers arc those with whom you 
 have absolutely no acquaintance. They come to you al- 
 ways when they are in need of anything in your line, make 
 their selection, pay the price, and leave oftentimes with- 
 out your learning their names. They take your state- 
 ments as you give them. Imagine their feelings to learn 
 sometime that you will cut your prices, do extra engrav- 
 ing, or perform some other uncalled for act, in order to 
 effect a sale. Then there is the matter of credit. Many 
 dealers have established the custom of selling for cash 
 only and hold to it. Still others essay to do a cash busi- 
 ness but cannot quite accomplish what they set out to do. 
 Naturally, everyone has friends and customers whose 
 word is as good as a bond, and exceptions are perhaps 
 justifiable in such cases. There are jewelers, however, 
 wh6 state their willingness to trust anybody for the part 
 of the price which represents their profit, taking a chance 
 on ever getting it. All stores, however, have requests for 
 credit from those who have no right to expect it. If they 
 are quietly told that the rule of the store forbids it they 
 are satisfied, but if the salesman steps back to ask the pro- 
 prietor or manager about it, they know that the store does 
 grant credit, and if they are refused they cannot but hold 
 a grudge against the store and its manager, who refuses 
 to them a courtesy granted to others. If all salesmen 
 would remember this one fact, much trouble of this na- 
 ture could be avoided. That is, if a customer requests 
 credit and you feel as though you would not want to as- 
 sume the responsibility yourself, that vou might better 
 refuse the request than to step to anyone else and have 
 them refuse for you. It hurts the store to have a credit 
 man or manager remove such a job from a salesman's 
 shoulders, whereas it is accepted as a matter of course if 
 promptly and positively given. So it is with prices on 
 goods. If a customer asks if a particular piece of goods 
 
 EVANS'S ESSAYS. 343 
 
 can be sold for less than the price asked and the salesman 
 responds promptly and positively that no deviation is 
 made from the marked price, how much better it is than 
 for him to step to the proprietor and make the customer's 
 request. It is a public acknowledgment of of the fact that 
 there is no stability to the concern, that all you have to 
 do is to hold out and you will get what you are looking 
 for. 
 
 If a customer asks you about a diamond which you 
 have for sale, tell him in positive terms just what kind of 
 a stone it is. Do not be afraid that you will lose the sale 
 if you tell him the stone is imperfect. You have other 
 goods costing more, which are perfect. Explain diflfer- 
 ences. Do not attempt to dodge a question regarding 
 your goods. Be first and last honest and positive in your 
 statements. 
 
 Train your customers to know that your store is run on 
 the "positive" plan ; that the goods are all bought at right 
 prices and from reliable firms ; that the price charged in- 
 cludes a fair profit; that these prices, once established 
 cannot be changed ; that proprietor and salesman stand 
 on an ecjuality as to this feature ; that it does not matter 
 whether the customer is experienced in such matters or 
 not, whether an adult or a young child, they can depend 
 absolutely upon the statements of salesmen and upon the 
 absolute reliability and fixity of the price. That there is 
 no such thing known in your store as ''special privileges." 
 That all customers look alike to you and all receive the 
 same consideration. 
 
 Conduct your business on these principles and you will 
 find that your younger salesmen are continually making 
 more and larger sales, but if you choose to train your 
 trade to the knowledge that you are the one man in the 
 store who can cut the price, who can promise engraving 
 immediately, who can have a job previously left set aside 
 that one you have just received can be done, you will find 
 that you are placing upon your shoulders new and added 
 burdens ; that instead of your business growing, it is still 
 a one man affair. The only way that you can develop 
 
EVANS'S ESSAYS. 
 
 your business is to adopt a system of doing things and 
 then abiding by that system yourself, compelling all others 
 to do likewise. 
 
 **Be sure you are right, then go ahead," is good advice 
 for all to follow. Do not place prices on goods which you 
 do not think are fair ; fair to yourself and also to your 
 customer. Do not adopt restrictive rules only to be 
 broken. 
 
 Have all stand upon an equality behind your counter 
 and all upon a level in front of it. 
 
 EVANS'S ESSAYS. 
 
 345 
 
 CHAPTER LXXXIX. 
 
 ENTERPRISE AND ENTHUSIASM HAND IN HAND. 
 
 Enterprise Demands Keeping Stock Spotfess — RtifitifSyfffn 
 Makes Such Work Easy and Pleasant-Always Speak En- 
 couragingly of Business Present and Prospective— Pres- 
 tige of Little Value if Goods are Unattractive— Every- 
 thing Saleable il Kept in Saleable Condition. 
 
 MANY enterprising business men lack enthusiasm, 
 and very often the enthusiastic man lacks enter- 
 prise. They should go hand in hand, for with- 
 out enthusiasm the enterprising man loses much of the 
 good of his enterprise, while enthusiasm without enter- 
 prise is like unto "faith without works." 
 
 Enterprise demands that you shall keep your store in 
 the same spotless array in the sunmier season as in the 
 fall buying season. One cannot successfully conduct 
 a store by keeping it open during the busy season 
 and closed at other times. One cannot allow his show 
 window to present a neglected appearance during the 
 hot, sultry weather, promising himself that he will 
 work all the harder when fall comes.. One cannot 
 allow the same advertisement to stand week in and 
 week out during the summer, or cut out the advertising 
 altogether, believing that he can make up for all this 
 in the fall. Every day has its work. You cannot do 
 to-day's work to-morrow and do to-morrow's work also. 
 Once you begin to fall behind you are beginning to pro- 
 gress in the wrong direction. It will save you months of 
 hard work catching up if you will keep on the move all 
 the time. True enough, it does seem like a waste of good 
 time, recarding jewelry at this season of the year and re- 
 storing finish of goods, when the same work will have to 
 be done again within two or three months, but the satis- 
 
346 
 
 EVANS'S ESSAYS 
 
 facticm to yourself of being able to show the customers 
 who do enter your store your stock in spick and span con- 
 dition alone repays you, while the present sales as well 
 as the future ones, will return you ccmipound interest for 
 your time and enterprise. Keeping your courage high 
 helps wonderfully in such work. If you have some of 
 your goods dean^ or re-colored speak a word of encour- 
 agement to 3rour men who have done the work. It will 
 make much easier the next batch of work. 
 
 Hot weather advertising is read by a great many peo- 
 who do more sitting around on piazzas and summer 
 reading than you can well imagine. You have goods in 
 your stock sudi as lemonade and sherbet sets, ice pitchers, 
 water sets, particularly appropriate for summer use. 
 Menticm them in your advertising. Show the people that 
 you are strictly up to the minute. But, if through your 
 enterprise people are brought to your store to look at the 
 articles mentioned, do not greet them in a half-hearted 
 way or act as though you were half dead. If asked how 
 business is, just consider how business usually is in the 
 warm weather and do not immediately begin to grumble 
 about your business or lack of it. Speak encouragingly 
 about business, present and lurospective. If customers 
 ask you if you are selling many of such and such goods, 
 do not be afraid to say that your sales are entirely satis- 
 factory. You do not have to tell how many you have 
 sold. Enterprise and enthusiasm demand that you shall 
 put your best foot foremost, which certainly means hav- 
 ing everything in your store present an attractive appear- 
 ance. It means one continual job of cleaning, but you 
 will find that you will have fewer shop worn goods ac- 
 cumulating on your shelves and in your showcases. You 
 will find that you can do more business with the same 
 sized stock than formerly. 
 
 The buying of new goods to freshen up a lot of back 
 numbers will be unnecessary, for you will have none such 
 in stock. The goods whidi you already have on hand 
 differ usually but in one way from those which are of- 
 fered you by the traveling men, that is, one lot is clean 
 
 EVANS'S ESSAYS 
 
 347 
 
 and fresh, while the other is soiled and dirty. Soap, wa- 
 ter, ammonia, soda and elbow grease will usually make 
 your goods look like those shown you. Re-coloring Ro- 
 man finished goods makes such goods practically new. 
 Cut glass needs occasicmal washing out, while silverware 
 accumulates tarnish so easily as to necessitate a continual 
 performance of cleaning. The writer asked ttut manager 
 of a larjg;e silverware concern how they managed to keep 
 everything looking so nice around the establishment. The 
 reply was that two men were kept busy all the time doing 
 nothing but cleaning and polishing. Prestige of a concern 
 counts for nothing if the goods t^mselves do not look at- 
 tractive. 
 
 Carrying a complete stock may obtain for you the repu- 
 tation of being enterprising. The use of interestit^ ad- 
 vertising may back up this reputation, but if your goods 
 belie your words, no matter how big a stock you have, the 
 sn^U store with a few bright looking pieces of goods can 
 take your trade away from you. Most pec^le understand 
 that gold and silver goods tarnish but they do not. like to 
 buy them in that condition. People who have handsome 
 lawns can tell you how easy the weeds grow and what an 
 effort is required to keep them culled out. The hours that 
 one man spends in such work is repaid by the appearance 
 of his lawn and the commendatory remarks which his 
 neighbors and passersby are pleased to make. If one were 
 desirous of selling his property he would find that his 
 lawn upon which he had spent so many hours of labor 
 would materially assist him in disposing of the house at a 
 profit over what he had paid for it, while his neighbor,' 
 with a crop of weeds growing in front and back of his 
 house, would have to discount his price to make up for 
 his neglect of things during his ownership and occupancy 
 of the house. 
 
 It is said that the rear yard of a man's premises really 
 shows what his characteristics are for neatness and care. 
 The front he must keep in fairly good shape for very 
 shame's sake, but the back yard is his, where he can throw 
 tin cans and ashes if he wishes along by his fence and 
 
348 EVANS'S ESSAYS. 
 
 very few people will ever observe it. So it is with the 
 jeweler who keeps the goods in the front cases in fairly 
 good shape, while those which are further back in the 
 store present a neglected appearance. In many stores, 
 when an article is finally shifted to a certain case in the 
 rear it means that it is not considered salable and that its 
 days of usefulness are over. If jewelers would only rec- 
 ognize the fact that practically every article they buy is 
 salable if kept in salable condition, stocks would be clean- 
 er and bank accounts larger. 
 
 If one has in stock goods which he is ashamed to dis- 
 play because of their condition it means that when he has 
 a call for such goods he will say that he is out of them 
 sooner than show them. If you ever have an experience 
 like that one, please take the tray of goods after the cus- 
 tomer departs and put them in condition so that the next 
 applicant can be shown them. 
 
 Enterprise requires enthusiasm in order to maintain it- 
 self. We must "forget the things which are behind" if 
 they are discouraging and be able to see the "rainbow of 
 promise" just ahead of us. The other jeweler cannot 
 take your trade unless you work for him instead of your- 
 self. But if he is working to get your trade and you are 
 losing your enterprise about waiting on trade and your 
 enthusiasm for hard work, he cannot help but take an oc- 
 casional customer from you. Hold your trade and make 
 new customers by your enthusiasm and enterprise. 
 
 i 
 
 EVANS'S ESSAYS, 349 
 
 CHAPTER XC. 
 
 KEEPING ONE'S COURAGE HIGH. 
 
 Bravery in Business — Success Breeds Success — Never Talk 
 Hard Times — Optimism an Aid to Salesmanship — En- 
 couragement for Salespeople — Courage, Enthusiasm and 
 Suggestion Make a Strong Team. 
 
 BRAVERY, when exemplified on the field of battle, 
 always kindles admiration among those who wit- 
 ness it or read of it afterwards. Such sayings as 
 
 Lord Nelson's, ''England expects every man to do his 
 duty;" Lawrence's, "Don't give up the ship;" Grant's, "I 
 will light it out on this line if it takes all summer," and 
 the wonderful rides of Paul Revere at Lexington, of 
 Sheridan at Winchester, Washington's crossing of the 
 Delaware, are familiar to all. But in every one of these 
 cases, each man did no more than his duty, yet their 
 names are held in high veneration by all. But there are 
 heroes unnamed whose deeds will never be mentioned, 
 who have fought a good fight, many to victory and still 
 others to defeat. The men who are engaged in business 
 must needs be brave and valiant bearers of burdens, or 
 Uie world will immediately note their weakness and de- 
 sert them when they most need support. 
 
 All the world admires success. Therefore to achieve 
 success, one must at least appear to have attained it. This 
 means that whatever the real condition of business may 
 be, whatever the future prospects may be, the business 
 man who hopes to ultimately win out must hold up his 
 banner in a brave style and fight onward and upward to 
 the end. He must present to all comers the appearance 
 of having dcme a remarkably good business last week, 
 and show that he expects to better it this week. There is 
 nothing more contagious than talk of business condi- 
 
3lo 
 
 EVANS'S ESSAYS 
 
 tions. A few years ago during the temporary hard times, 
 many whose salaries were just the same and who occu- 
 pied state or city jobs where there was no prospective cut 
 in wages, imbibed the general tone of affairs to such an 
 extent that they also began talking hard times. Many 
 others, when asked what they knew about hard times, 
 would answer that the papers were full of it. We, who 
 are in the jewelry business as a pastime and incidentally 
 as a means of livehhood, must always keep our courage 
 high and keep others in the same mood, because jewelry 
 can be dispensed with about as easily as anything else 
 you can mention. Business should be at least "fair" al- 
 ways. Some people who are contemplating the purchase 
 of an expensive piece of jewelry will hold off spmetimes 
 considering whether they had better put the money in the 
 article or not ; whether they will regret its purchase and 
 need the money for other more useful things. Such peo- 
 ple often will ask questions about business in order to 
 learn whether others are purchasing to any extent goods 
 in which they are interested. Be always tactful enough 
 so that you will never discourage intending purchasers by 
 your actions. From many jewelers you will always get 
 the same response if you ask them how business is. To 
 them business is always poor; they are sorry they are in 
 the jewelry business, and so on. They would make any 
 one hesitate about putting money into goods for which 
 there was no apparent demand. 
 
 Keeping one's courage high makes him a better sales- 
 man. Always expect to sell a man even though he leave 
 without purchasing. He will come back, or he did not 
 want to buy to-day. Encourage yourself in this wise, 
 and the encouraging part about this method is the fact 
 that it is for the most part true. Hitching your wagon 
 to a star may not always be practicable, but we can cer- 
 tainly do much to encourage ourselves by mental sugges- 
 tion. In stores where there are several salespeople, en- 
 courage them by telling them that they handled the cus- 
 tomer well, that they certainly made a good impression 
 upon them and that the chances are that they will return. 
 
 EVANS'S ESSAYS. 
 
 351 
 
 If there is any one thing which will make it impossible 
 for a salesman to succeed it is to be called down for his 
 failure to land a sale. Suggestions can be easily §^vcn 
 as to improvements possible when you compliment him 
 for his efforts. Proprietors seeking the best results from 
 their salespeople will do well to let each one handle the 
 customer who comes to them to be served, widiout inter- 
 ference. None are infallible, and ofttimes an intending 
 purchaser about to leave the store will resent being called 
 to account by the owner or manager of the store for not 
 purchasing. Never act as though you considered that if 
 a person left your store without purchasing your chance 
 was lost forever. Extend to all comers true hospitality 
 with a desire to serve them intelligently and well ; be ap- 
 preciative of the call, and whether a purchase is made or 
 not at the time, show that you consider it a plea^re to 
 have shown your line of the goods in question. 
 
 Many customers will invariably look at goods in sev- 
 eral stores and will want to think the matter over at home 
 before making final decision. All other things being 
 equal, and sometimes when they are not equal the store 
 where they are treated in the most courteous manner will 
 get the sale. There is one thing for jewelers in small 
 cities to remember, and that is that their customers (so 
 called) are perhaps perscmal acquaintances of several of 
 his competitors. It may be a very difficult matter for 
 them to decide where to buy their jewelry or silverware, 
 and when they start out to look for the article in mind 
 it is perhaps an open question as to where to buy. Oft- 
 times the selection of goods will be the governing reason; 
 then again, it may be the price ; but after all is said and 
 done, it is in reality the salesman who makes the sale in 
 such a case, because he can surely find a suitable article 
 at the desired price. If he is of the stmny disposition 
 style, who always looks on the bright side of things, he 
 can certainly come nearer to making the sale than will his 
 disconsolate looking competitor. People who enter a jew- 
 eler's in search of a present are usually in a happy mood. 
 It is usually a gift significant of some happy occasion. 
 
352 
 
 EVANS'S ESSAYS, 
 
 Chnstmas, a birthday, a wedding, an anniversary or a 
 graduation ; all happy events in themselves, and tending 
 to make the intending purchaser in a similar mood. The 
 only reascm for any worrimcnt on the part of the cus- 
 tomer IS rf^ding the selection of a suitable article at a 
 suitable price. If the salesman is acc(»nmodating and 
 demonstrates a dispositi(Mi to be helpful in suggesting 
 proper articles for presents and is able to enthuse over 
 the proposed present, his chances of maldng the sale are 
 ten to one greater than if he is cM and vwd of senti- 
 ment. He must be able to put himself in the customer's 
 place and to think just what he would buy if he were re- 
 quired to give a similar present. His training and han- 
 dling of the goods certainly makes him well qualified to 
 offer advice and suggestions, and if he can place before his 
 customer novelties in his line which are appropriate he 
 is certainly much more liaWe to make a sale than as 
 though he places before them the conventicMial and sta- 
 ple articles which will be shown them by every dealer in 
 the town. 
 
 Keeping one's courage high makes him more capable 
 of enthusiasm, enthusiasm makes him more capable of 
 suggestion, and suggestion makes him more capable of 
 salesmanship. 
 
 EVANS'S ESSAYS, 
 
 353 
 
 CHAPTER XCI. 
 
 CONFINING STOCK TO SPECIAL LINES. 
 
 Complete Stock Versus Best Styles of Many Lines^Reliable 
 Goods Made by Many Factories — Established Reputation 
 of Value Where Stock is Confined to Few Lines— The 
 Benefits Arising Prom ^e Guarantee. 
 
 IN these days of almost uncounted lines of goods, it is 
 somewhat of a proposition to decide whether it is 
 better to carry a conglomeration of what we think 
 to be the best pieces of each line, or whether we had bet- 
 ter confine ourselves strictly to two or three lines of goods 
 and carry these lines completely. Many stores keep a few 
 pieces of goods which they do not feature and merely 
 maintain them in stock for the purpose of knocking. 
 This is not fair. If a line is called for repeatedly and 
 we have reason to believe that it would sell readily if 
 we kept it in stock, we should certainly add the goods 
 and be prepared to satisfy the demand which has been 
 created by the manufacturer. Oftentimes jewelers feel 
 compelled to speak against any line of goods for which 
 they have call and which they do not carry in stock. 
 Such methods are entirely unworthy our consideration 
 or practice. Most customers are reasonable. If you 
 will state the case to them clearly you will seldom lose 
 a sale. Tell them that you do not carry the line of 
 goods for which they ask and state your reasons for not 
 carrying it. Tell them that the line they ask for is a good 
 make, reliable in every way, and will give them satisfac- 
 tion if they buy it. However, you carry in stock what 
 you consider even better value for the money, and show 
 them what line you feature. 
 
 Take, for instance, the cut glass department. We have 
 calls every week for a line of cut glass which we do not 
 
354 
 
 EVANS'S ESSAYS. 
 
 handle, because the rule of the makers is to allow but one 
 in a city of this size to have it. We answer such inquiries 
 to the effect that we do not carry the line in question be- 
 cause of their custom to establish agencies in cities, and, 
 the hne having been previously assigned, we cannot get it. 
 We explain that we would be very glad to have the par- 
 ticular brand in stock, not because it is any better than 
 what we already have on hand, but because of the value 
 of Its advertising. While conceding to the malnrs in 
 question the reputation of making reliable goods, we es- 
 tablish in the customer's mind the- fact that, with the large 
 number of cut glass factories in the country, each vieing 
 with the others to turn out superior goods as to styles, 
 finish, etc., it is folly to believe that one brand is the only 
 one which combines the features for which they seek. 
 We assure them that we understand why they ask for the 
 brand in question is because they feel that satisfaction is 
 assured, but we also tell them that we could not afford 
 to sell them anything if we did not positively know that 
 we were giving them dollar for doUar even better value 
 than they could obtain in tlii|i||HM for. We seldom 
 lose a sale because of not ha^|^^p^rand called for. 
 
 It seems to me that, wherevSpdble to do so, one 
 consults his own best interests 1^ confining his lines. 
 You can certainly put up a much better argument for 
 goods which you have, if a special line, than you can if 
 you have innumerable makes in stock. Any store of es- 
 tablished reputation for honesty and int^;rity, can come 
 pretty near selling its customers from stock, because if 
 they have bought goods from you before and have come 
 back for more it certainly stands to reason that what they 
 have had was satisfactory and they are willing to believe 
 your statements on any other goods which they contem- 
 plate purchasing. 
 
 Dealers ofttimes feel as though they must have repre- 
 sented in their stock leading makes of all kinds and 
 classes of goods. Let us consider for a moment or two 
 how this places you. You carry, we will say, several dif- 
 ferent makes of fountain pens so as to be ready for any 
 
 EVANS'S ESSAYS 
 
 35S 
 
 calls you may have. You have perhaps a dozen, or twa 
 dozen, of three or four different makes. Which one do- 
 you recommend to a customer who enters your store ta 
 buy a pen? If you say they are all good you have hard 
 work to get him down to the actual business of buying 
 and paying for a pen. If you recommend one make par- 
 ticularly, ten chances to one you will not have the style 
 pen or required point which he will want. The result is 
 that he leaves, promising perhaps to come in again, and 
 straightway goes to the store which features the particu- 
 lar pen which you have recommended, which store can 
 give him the benefit of perhaps six dozen to a gross to> 
 select from. You have merely given an endorsement of 
 the pen and assisted the dealer who carried the stock to 
 make the sale. If, on the other hand, you carried but one 
 make and had shown the carying styles and points, all of 
 your talking about that one particular pen would almost 
 positively have made the sale. 
 
 In watches the same condition obtains to even a greater 
 extent. The desire properly to represent the different 
 makers of watches in your stock naturally ties up consid- 
 erable money which prevents you from carrying other 
 productive lines. Each watch company makes a varying 
 line. Each has its watches for which from time to time 
 you have call. Would it not pay you to get such grades 
 specially than to try and carry them always in stock? The 
 movements made by different manufacturers are very 
 similar as to timekeeping qualities. Why then is it nec- 
 essary to carry too diversified a line? It is usually up to- 
 the jeweler to recommend a watch to his trade. With 
 few exceptions they are willing to accept your judgment 
 on such matters as superior to their own. The writer 
 does not mean to infer that substitution of different 
 makes than those asked for is either necessary or desir- 
 able. Reasons can always be given for not carrying cer- 
 tain watches in stock which do not discredit the watch in 
 question. The necessity of limiting stock because of space 
 or capital explains tlie absence of certain goods and also- 
 explains just why yuu have chosen other goods to their 
 
356 
 
 EVANS'S ESSAYS. 
 
 •exclusion. The offer to obtain desired goods if the cus- 
 tomer win give you the necessary time, or to make ex- 
 changes in the course of two or three days, will cenerallv 
 be satisfactory. . ^ » & j 
 
 The fact that all his dealings are with the retail jeweler 
 establishes in -the mind of the customer the fact that he is 
 the man who is guaranteeing the watch or fountain pen 
 or silverware or hall clock. This is the retailer's greatest 
 stock in trade. We often talk about abolishing the cus- 
 tom of guaranteeing goods, but that is the cornerstone of 
 the retail jeweler's business. True, the guarantee busi- 
 ness is worked overtime and to excess, but it is absolutely 
 true that it gives the retail jeweler the inside of the track 
 and makes possible many sales which otherwise would 
 De lost. 
 
 Selling goods which sell too easily will never help you 
 to build up a trade or reputation. Selling goods in which 
 you wrap up your individuality with the article estab- 
 lishes you as the jeweler of many a household. Individ- 
 uality has made all of our best houses, and the concerns 
 whose names are household words throughout the length 
 and breadth of this country are those who have sold reli- 
 able goods which they have featured specially or exclu- 
 sively. 
 
 EVANS'S ESSAYS 
 
 357 
 
 CHAPTER XCII, 
 
 TACTICS FOR THUltBSERVE FORCES. 
 
 Not Good Policy to Present Whole Argument at Once— 
 Show Best Grades First with Reasons for Their Purchase 
 — Sales of Sterling Ware Mean Future Matching — The 
 Safe as a Base of Supplies — ^Relative Difference in Prtce^ 
 Value and Quality. 
 
 AN incident related by a missionary from one of our 
 leading watch factories the other day, suggested 
 the subject of this article. He was in a retail jew- 
 elry store displaying his movements, when a customer en- 
 tered the store and asked to be shown a watch. The re- 
 tailer picked out a watch from his trays and placed it 
 on the showcase, with the remark, 'There's as good a 
 watch as you need carry, and I can sell it to you for $12." 
 He had said it all when he stopped. He had no reserve 
 forces to bring to his aid to complete the sale. The mis- 
 sionary went on to say that the customer noticing his 
 goods, inquired of the jeweler about them, and the jeweler 
 requesting accordingly, the experienced watch man took 
 up the matter of showing his goods, with the result that a 
 sale was made of a high grade movement in a filled case 
 for $55. The customer left his order and payment in full 
 and departed, whereupon the jeweler stated to the mis- 
 sionary that "the sale was an easy one." The missionary 
 called his attention to the fact that he should have tried to 
 sell the man a suitable chain while he was in the buying 
 mood, but the jeweler had never thought of that. 
 
 To resume the subject, we should always have some- 
 thing in reserve to display and to talk about. Do not 
 hand out your whole argument in one or two sentences. 
 Do not display a low priced article and then give it a tes- 
 timonial of such a character that you cannot speak in any 
 
558 
 
 EVANS'S ESSAYS, 
 
 higher terms of an article costing twice or three times as 
 much. Do not always size up your customer to be 
 "cheap." Oftentimes a man will ask for a cheap watch, 
 meaning that he does not care for a solid gold case. But 
 he would not be in your store at all, if he did not want to 
 buy something better than the hardware dealer or depart- 
 ment store features. When a customer enters your store 
 with such an expression, tell him that you do not know 
 just what he means by a cheap watch. Perhaps his idea 
 of low prices refers only to a moderate priced case. As- 
 sure him that you have watches at all prices for which re- 
 liable movements can be sold, but advise against buying 
 one at any less price than he can afford to pay. Argue on 
 the longevity of a watch, and urge them to buy a first- 
 class movement if they can aflPord it. Show them your 
 best watches in solid gold cases. Show them that you 
 have them selling for one hundred dollars and more. 
 Then when you work down in the scale, they will appre- 
 ciate the fact that it is not really a good piece of business 
 on their part to buy the lowest priced watch made. When 
 they reach the one which they can pay for, you will find 
 that they will buy it and that instead of its being a five or 
 ten dollar trade, it will often be a twenty or thirty dollar 
 one, whereas, if you had started in at the five dollar watch 
 it is very doubtful if you could have raised them to a bet- 
 ter price than perhaps ten or twelve dollars. Because the 
 movement in the first watch you show them must be guar- 
 anteed, therefore, practically the only change you can 
 make is to have them buy the same movement in a gold 
 filled case. You w'ill see the advisability of beginning at 
 your best watches and holding the cheaper ones in re- 
 serve, because it is much easier to come down the scale 
 than to go up it. 
 
 As it is with the watch proposition, so it is with prac- 
 tically everything in your store. The customer for a neck 
 chain may buy a gold filled one anyway, whether you 
 show^ them the gold first or not, but there is one thing al>- 
 solutely certain, you will sell very few gold ones if you 
 show and urge the purchase of the gold filled You can 
 
 EVANS'S ESSAYS. 
 
 359 
 
 never hurt the feelings of a prospective customer by dis- 
 playing fine quality goods. The seeker after a wedding 
 gift can often be persuaded to buy sterling silver in pref- 
 erence to the silver plated, if properly shown the advan- 
 tages of so buying. But, if you start in with the plated 
 ware and laud its many good points, guaranteeing many 
 years of service, you will probably sell many pieces of 
 plated goods at lower prices with correspondingly less 
 profits, when you could have sold a smaller piece of ster- 
 ling which would insure absolute satisfaction to the final 
 recipient, better satisfaction in the end to the purchaser, 
 and a lasting advertisement to you. In this connectioiir 
 bear in mind that it is usually sterling silver which people 
 desire to match out and on which much of your business 
 in that line depends. And then, if you cannot land them 
 on sterling silver you still have the plated goods to show 
 tiiem. 
 
 In displaying diamonds do not insult the inquirer for 
 a small stone by showing them the smallest diamond you 
 have in the place. Show them a st<Mie around a half 
 karat, then one of ^ karat, and then a quarter-loirat 
 stone. If they are looking for something smaller they 
 will ask for it. Always believe that the customer who will 
 pay twenty-five dollars for an article will if shown a good 
 reason for so doing, pay thirty-five or forty dollars for 
 a similar article of better quality or more desirable size. 
 
 Remember to have something in reserve in your safe. 
 Very often the customer hard to suit with the goods 
 which you have in stock will purchase without hesitation 
 a similar article taken from your sslfe. We find this plan 
 to work well on almost every style of article in your store. 
 Watches or chains shown specially, a ring, a scarf pin, 
 or a pair of cuff buttons which are not displayed where 
 every one can see than, will often be grasp^ at as being 
 something which is exclusive or particularly desirable. 
 The request to a fellow salesman to bring you those new 
 rings which are in the safe will raise ^ expectations of 
 the customer, and instead of departing they will stay to 
 see just what it is that is held in reserve. The statement 
 
36o 
 
 EVANS'S ESSAYS, 
 
 of the salesman that "these rings have just come in and 
 will not be placed in stock until such a date, or until so 
 many more rings are sold," will make the customer deter- 
 mined to have one of those special rings, and nine times 
 out of ten a sale will result either then or subsequently. 
 Very often we have had customers come in to look at 
 goods and have them say, "he took them from the safe ta 
 show me, as they were something which had just come 
 in." Most people are susceptible to flattery, and will ap- 
 preciate a favor of this kind. Goods taken from the safe 
 have not been handled so much and present a newer and 
 richer appearance and tend to make much easier the actu- 
 al completion of a sale. 
 
 As it is with the goods themselves, so it is with your 
 selling talk. Do not say any more than is necessary to 
 effect the sale, but always be ready with additional facts 
 of interest. Have as complete a knowledge of the goods 
 as you can acquire by an intimate study of them and the 
 reading of all descriptive matter. In talking diamonds do 
 not always talk weight; in talking watch movements do 
 not always talk jew^els. The weight of a diamond is as 
 nothing if the color and perfection are lacking; the num- 
 ber of jewels in a watch will not take the place of finish 
 and adjustment. Argue on a diamond's value because of 
 its brilliancy and clearness and beauty ; on a watch move- 
 ment's desirability because of its time-keeping qualities. 
 
 Never let a customer persuade you to make the same 
 statements about your lower priced goods that you do 
 about the better ones. Give all comers to understand that 
 difference in price means a corrcsj)onding and ofttinies a 
 greater difference in value. Talk quality and let the price 
 take care of itself. Never be afraid that you are wasting 
 valuable time in going into details about your goods. 
 Your customer will have more respect for your knowl- 
 edge of your business and in the merits of your goods, if 
 you demonstrate the fact that in addition to being able to 
 mark the price on the goods you know something about 
 where they are made, how they are made, why one stone 
 costs more than another, and so on. The mere statement 
 
 EVANS'S ESSAYS 
 
 that an emerald costs more than a ruby, a ruby more than 
 a sapphire, means nothing to your customer. Give rea- 
 sons and explanations and watch your sales department. 
 It will be somewhat surprising if you do not increase your 
 sales of expensive jewels to those who like to feel that 
 their purchases are coming from one who is expert in his 
 line and honest in his statements. 
 
362 EVANS'S ESSAYS. 
 
 CHAPTER XCIII. 
 
 HOW SUMMER VACATIONS HELP OUR BUSINESS. 
 
 VacatMmists Have Money to Spmd— Need Various Acceno- 
 ries to Make Outing Satisfactory— Many of These in Jew- 
 eler's Stock— Should be Suggested Through Advertise- 
 ments— Mention Spec^ Articles With Description and 
 Price. 
 
 THE summer vacation, once a novelty and indulged 
 in by but few, is now an established custom. The 
 people who do not indulge themselves thus are 
 very much in the minority. Many concerns who figure 
 expenses closely insist upon their salespeople taking an 
 annual vacation at the expense of the store, realizing, as 
 they do, that upon their return from a pleasure outing 
 they are invigorated and inspired to do more work and 
 better work. 
 
 It is not my intention to argue regarding the propriety 
 or advisability of taking a summer vacation, as it is con- 
 ceded that the only ones who do not indulge are those 
 who are financially incapacitated, and these cannot be of 
 much use to us in a business way. It is the people who 
 take summer vacations who have the money to spend, and 
 certainly must be in a spending mood. Railroads and ho- 
 tels are very careful to see that all patrons are provided 
 with the wherewithal to pay for the conveniences which 
 they furnish. The general public is so familiar with this 
 fact that it would be considered worse than folly to at- 
 tempt to secure a ticket from a railroad company unless 
 one had the equivalent in cash. 
 
 People who are planning vacations must all be provided 
 with suitable clothing and furnishings. If they play golf 
 or tennis, they must have a suitable outfit; if they are go- 
 ing to the seashore or lake resort, they must have a bath- 
 
 EVANS'S ESSAYS 
 
 3^3 
 
 ing suit ; if they are going to the mountains to fish they 
 will take along all the paraphernalia necessary to a thor- 
 ough enjoyment of the outing. In short, to sum it all up, 
 they would rather stay at home than to go away other 
 than first-class. Jewelers generally are prone to lay back 
 during the summer time and let the dust and cobwebs ac- 
 cumulate, not only on their shelves but in their brains. 
 If nothing else, it will save a whole lot of house cleaning 
 to maintain the same efficiency during the summer as at 
 any other time of the year. True, it is a hard matter to 
 work up much enthusiasm if business is slow and the 
 home team' is playing good ball. There is one absolute 
 truth, however, that to the wide awake man, the hustling 
 business man, the sunmier time affords an opportuni^ 
 for him to get one or two strides ahead of his competi- 
 tors, who, rejoicing in the fact that business was good all 
 the spring and they expect it will be this fall, figure that 
 there is no use working too hard during the summer time. 
 The real time to work is while the other fellow is stopped. 
 Arotmd Qiristmas time every one is on the hustle for the 
 almighty dollar. You get your share, your competitor 
 gets his share. It is atoiost an impossibility for you to 
 get even a hair's breadth ahead of him ; he will hold his 
 own trade, and perhaps get some of yours. The store 
 which can, in the summer months, impress upon the buy- 
 ing public that it is on the job the year round, that it ex- 
 pects to do business every day in the year, will surely 
 arouse a respect among its friends and customers for its 
 business-like manner and get-up such as will influence 
 immediate sales, as well as leaving a favorable impres- 
 sion, whidi will result in other sales later. The jeweler 
 who allows everything to become soiled and dingy during 
 the warm weather, promising a general shaking up when 
 the business opens up in the faU, is gradually acquiring 
 the reputation of being just a little behind the times. 
 . There is one fact often overlooked by storekeepers gen- 
 erally, and that is that more people look in the windows 
 in the summer than at any other time of the year. They 
 may not buy anything from you that day or that month, 
 
S64 
 
 EVANS'S ESSAYS. 
 
 but they have their eyes open and to have them speak of 
 your stwc as having a nice appearance is worth consid- 
 erable to you. 
 
 The jeweler has in his stock a number of articles which 
 might well be called vacation accessories. There are 
 more of these than one would naturally imagine. Who 
 is there who has not heard the wish expressed at a sum- 
 mer resort for a field glass? How many times do you 
 find people scribUing a letter with a pencil, when a foun- 
 tain pen would do the work much easier and present a 
 much better appearance to the recipient? How many 
 times a collar or cuff button will be temporarily or per- 
 manently lost, necessitating the expenditure of much 
 time, patience and profanity, while regaining it ? How 
 many times one regrets that he did not buy a pocket 
 drinking cup, when he stands at a well or a spring where 
 he must use cither a rusty tin cup or his hand instead? 
 Automobile and picnic parties often have use for fruit 
 knives for the proper enjoyment of their lunches. Why 
 didn't you make them think about it before they started 
 out? Medium priced watches, and traveling clocks make 
 traveling more pleasureable, and should find ready sale. 
 Manicure articles in pocket and traveling cases, match 
 safes and cigar cutters all are appropriate. As the gen- 
 tlemen need extra sets of collar buttons, so the lady needs 
 extra brooches and cuff pins. In fact, if one were to 
 make a wmdow display containing articles appropriate 
 for vacation days, he would have quite a line of goods 
 represented. Leather jewel cases with compartments for 
 the different articles, mesh bags, bead bags, leather bags, 
 all win appeal to the tourist prospective. 
 
 Don't you think you are very much more likely to make 
 a sale of this kind if the goods are right out in plain sight 
 and present an attractive appearance, than as if they are 
 called for and you have to pull them forth from their 
 hidmg i^ace covered with dust or steam, which some- 
 tunes accumulates on silver or steel articles? Your ad- 
 vcrtisiig at this time of the year should be along these 
 Imes. Do not expect a grand rush for the vacation goods. 
 
 ETANS'S ESSAYS. 
 
 365 
 
 Realize that when you are pushing that class of goods 
 you are advertising your store and at the same time you 
 are offering a suggestion to people that they can just as 
 well leave some of their money with you as to spend it aU 
 elsewhere. The jeweler has always counted on holiday 
 business and wedding and graduation gifts. To these he 
 should add vacation articles. Your advertising should be 
 along these lines, striving to create a desire for some one 
 specific article. Thus, the suggestion "Take a Field 
 Glass With You," and explaining just what one will gain 
 by it. The approximate cost of a good glass, its lasting 
 and permanent qualities, all should be mentioned. A 
 good many will read that advertisement, and while all 
 will not immediately grab tjieir hats and dash out of the 
 house to buy one, there will be a few who will remember, 
 that last year there were several times when a field glass 
 would have greatly enhanced their enjoyment of the scen- 
 ery, or enabled them to have made out the name of a boat; 
 some distance away which they were very anxious to dis^ 
 cover, and who will act upon the suggestion. 
 
 The additional suggestion should be made in another 
 advertisement to take an extra set of collar buttons with 
 you. They cost only a little and are very convenient to 
 have at hand. It will often effect a sale of these useful 
 articles. When one considers the natural elusiveness of 
 a collar button he will realize that he is running just a 
 trifle too close in such matters by having just the exact 
 number which he must use in his shirt in order to wear 
 it. The same is true of cuft buttons, of the ladies* pin 
 sets and of many other little items. Give the advice to 
 "Write Your Postals With a Fountain Pen" because 
 friends are more likely to get them and they will enjoy 
 receiving them so much more because they can read 
 them, which is not always possible when written with a 
 pencil. Always mention some specific article, with de- 
 scription and price to make absolutely certain that you 
 are making an impression upon the mind of a custcmier. 
 
 The printed advice to buy a drinking cup or a camper's 
 outfit with cases, will suggest the purchase either for the 
 
366 EVANS'S ESSAYS. 
 
 use of the buyer or as a present to a friend. It strikes me 
 that we are all weak when it comes to the matter of of- 
 fering suggestions to customers. There is a whole lot of 
 money spent during July and August. The railroads can 
 tell you where some of it goes. When trains are run in 
 three and sometimes four sections to accommodate traf- 
 fic, there is money in circulation. Always bear in mind 
 that fact when a customer enters your store. Try to sell 
 him as good an article of the kind he is looking for, as he 
 will buy and pay for. Bear in mind that while there are 
 summer resorts, so-called, with imitation hotels which of- 
 fer great inducements to the summer vacationist, that the 
 hotels charging from $25 to $50 per week still flourish. 
 Never make the mistake of putting a customer in the 
 cheap class. If he puts himself there try and argue him 
 out of it. Always talk up goods and trade conditions. 
 Be a booster. Don't cry out against summer vacations, 
 because if you do you stand alone. Join in the general 
 anthem, but in the pauses get in a word for yourself. 
 
 EVANS'S ESSAYS 
 
 367 
 
 CHAPTER XCIV. 
 
 VIEWS PROM THE CUSTOMEITS STANDPOINT. 
 
 Human Nature Alike in Buyer and Seller — Consider the Cus- 
 tomer's Position and Give Some Real Information About 
 Goods — Futility of Selling Diamonds by Measure — Price 
 Should be the Final Consideration. 
 
 IT is natural for any storekeeper, whether clothier, hat- 
 ter, furniture dealer or jeweler, to acquire the habit 
 of looking at things from the very narrow stand- 
 point circumscribed by the four walls of his own place of 
 business. He expects people to purchase his goods be- 
 cause "he needs the money." He seemingly forgets his 
 competitors and ^ his customers. They also ''need the 
 money," and the one is going to do his utmost to obtain 
 his share while the other is striving to buy as much as 
 he can with the little which he has and have a little left 
 over. To many of us this latter desire seems almost 
 beyond realization, for as a man's income grows his 
 spending power likewise increases. Luxuries of five 
 years ago are necessities to-day, while things unheard of 
 in ante-bellum times are now a part of every day life and 
 we could not live without them. To return to the day of 
 the tallow candle and the wood stove would be an impos- 
 sibility. We are all growing every day and our necessi- 
 ties are rapidly increasing. Jas. J. Hill is authority for 
 the statement that it is not the high cost of living which 
 is causing the trouble to-day but it is the cost of high liv- 
 ing. However that may be, we are all striving to obtain 
 as much as possible of what the world has to offer us in 
 return for our money. 
 
 Our customers are very like ourselves. Human nature 
 is said to be the same wherever you find it. We none of 
 us knowingly pay more for an article than we beheve it 
 
368 
 
 EVANS'S ESSAYS. 
 
 to be worth. While we do not expect the storekeeper to 
 sell us goods at cost, still we do not care how Httle he adds 
 on to that cost before we buy it. Figurod in dollars and 
 cents, profits often seem large, but it is tlic percentage on 
 gross business, from which the running expenses are de- 
 ducted, that really constitutes the profit. Many jewelers 
 ando^s^e able to figure cost of doing business and 
 ofiMplHiill sell goods for less than their more busi- 
 ness-like competitor without intending to cut the price. 
 To the purchaser, however, that part of the matter does 
 not appeal. Each customer believes that you have added 
 a fair profit to your goods and would not believe you 
 were you to state otherwise. In handling customers we 
 must always lock at our business from their standpoint. 
 Try and place yourself in their position and consider 
 niatters fairly and squarely. Think of some of the ques- 
 tions which you would like to ask about such goods were 
 you outside of the counter. Would you like to have a 
 lot of technical information loaded on you about which 
 you knew absolutely nothing? Would it do anything 
 other than to confuse your mmd regarding the goods. 
 Would it not SLpptdl to you more if the storekeeper were 
 to ask you a few questicMis regarding the use for which 
 the artide is intended and then to ask the privilege of as- 
 sisting you to making a selection through the technical 
 education he might possess regarding the article in mind ? 
 Take, for instance, the purchase of a watch. Most cus- 
 tomers know nothing about a watch except the names of 
 a few leading makes and the number of jewels which a 
 watdi may contain. Thus wc hear handed to the cus- 
 tomer such statements as 2S-year gold filled case, 15 jew- 
 eled movement, and the price. Jewelers should be able 
 to tell a little more about watches than such bare facts. 
 Any customer who goes away with a watch under such 
 circunistances has bou^^t it. No one sold it. 
 
 If diamonds are to be sdd by the measure, as it were, 
 mhtn we say so much "per karat" does that not operate 
 greatly to the disadvantage of the dealer in gems and 
 precious stones? Karat means absdutely nothing, ex- 
 
 EVANS'S ESSAYS. 
 
 369 
 
 cept to the jeweler in buying his stock. One diamond 
 may be worth four hundred dollars per karat and another 
 would be dear at fifty. The writer was shown a six- 
 karat stone once that could be purchased for eighteen 
 dollars per karat. Readers can imagine what it was. We 
 should sell diamonds as they are, as gems of the first 
 water. The beauties of a stone, its cutting, its color, its 
 proportions and its brilliancy should be pointed out. Cus- 
 tomers rarely buy a diamond with the idea of realizing 
 upon it at some pawnbroker's, if in destitute condition. 
 They are buying it as a gift usually for some loved one 
 and will buy the best which they can aft'ord if given the 
 opportunity. If, however, they are given to understand 
 that the weight only is the governing standpoint of qual- 
 ity, then indeed they would be foolish if they did not buy 
 as heavy a stone as their money would purchase, even if 
 it was not as brilliant or handsome as another stone, less 
 in weight, but of better color and better cut. Custom- 
 ers want to know these things. You require more expla- 
 nations from your diamond house and you are supposed 
 to have a knowledge of the business. Would you buy a 
 paper of stones by weight without knowing something 
 about them ? Then do not expect to make many diamond 
 sales by weight and price alone. The man who sells the 
 most diamonds is the man who has impressed upon his 
 clientele the fact that in addition to honesty and truthful- 
 ness he possesses a knowledge of the goods which he sells. 
 
 Many writers advocate the policy of telling the cus- 
 tomer as little as possible about the goods ; that outsiders 
 know too much about our business anyway. My idea is 
 to tell your customer enough so that he will realize that 
 there is considerable to learn about a business such as 
 ours, and that it is worth a dollar or two to trade with a 
 man who knows his business thoroughly. 
 
 If we were to enter a tailoring establishment we would 
 rather hear the salesmen tell something about the cloth 
 he is showing us, about the maker and his standard of 
 quality, than for him to dwell on price, price, price. Price 
 should be the final consideration. Real genuine sales- 
 
370 
 
 EVANS'S ESSAYS 
 
 manship consists in selling the article before naming the 
 price. Unless it is absolutely prohibitive the price of an 
 article does not have anything to do with the sale, ex- 
 cept that it is the part which the salesman is particularly 
 interested in. 
 
 Take a half-hour sometime and jot down a few things 
 which you think the customer would like to know about 
 your goods, going from one class of goods to another; 
 write out little descriptions of these goods and memorize 
 them. The same talk which will sell an article to one cus- 
 tomer will generally work with another. Of course, in- 
 terruptions will ensue, but after an answer is made the 
 next statement in our logical selling talk can be taken up. 
 
 Looking in other store windows we can see things 
 which we think could be improved. Try and cultivate the 
 same habit regarding your own store, its methods, its ad- 
 vertising and its show windows. Continually study your 
 business; learn from your competitors; learn from your 
 trade papers; learn from visiting salesmen, and, finally, 
 learn from your customers. 
 
 EVANS'S ESSAYS. 37^ 
 
 CHAPTER XCV. 
 
 THE TIME TO STOP TALKING. 
 
 Always Reserve Some Argument to Call Into Play if Neces- 
 sary — Allow the Customer Time to Digest Suggestions 
 and to Form Personal Opinions — Avoid Confusion of 
 Arguments — Invite Confidence and then Deserve It. 
 
 SOLOMON, wisest of all men, is authority for the 
 ststement that there is a time for everything, and 
 
 no man has as yet contradicted that statement. 
 Other and later writers have given advice in this wise^ 
 **speech is silver ; silence is golden." We have all met 
 people who through their dignified silence when a discus- 
 sion was on, would impress one with the fact that they 
 were perfectly familiar with the subject under discussion, 
 and were enjoying listening to the shallow statements of 
 those less well informed than they were. We have all 
 seen these same people forced to speak on a subject, and 
 have discovered that their reason for previous silence wa> 
 because of the fact that they did not have anything to of- 
 fer on the matter under discussion. 
 
 The purpose of this article, however, is not to advance 
 the argument that the time to stop talking is when yoa 
 have nothing else to say. We should always have some 
 reserve matter which can be called into play if necessary. 
 Let us, for example, consider the handling of a customer 
 for a watch. We would naturally try and find out 
 whether he has a preference for an open face or huntings 
 case watch, and would show him cases of dififerent de- 
 signs, emphasizing the fact that every watch we sold was 
 guaranteed to give satisfaction to the wearer and that no 
 matter who made the watch he must look to us to have 
 any defects made good. In this way, for the time beings 
 his mind is taken away from the movement, he allows his 
 
372 
 
 EVANS'S ESSAYS, 
 
 eye to glance over the designs of cases submitted to him 
 and will very soon give evidence of the style of case 
 which he prefers. A wise jeweler will not talk all of the 
 time while the customer is looking at the cases, but will 
 give him a chance to look over the goods, without any 
 outside interruption. As long as he continues to look he 
 is interested and does not need any great help from you. 
 When he indicates what case lie prefers tell him the kind 
 "O^ ^^^^^nt in the watch ; also what other grades of 
 ^^^^'^■HBiN"^^ will cost in such a case, explaining why 
 one nSHsnt costs more and is worth more than an- 
 other. The individuality of a watch should be spoken 
 of and it should be definitely imi)ressed upon the cus- 
 tomer that the very best watch he can afford to buy is the 
 one he ought to buy. Too often we hear jewelers' saying 
 that a gold filled case will be a better purchase than an 
 all gold one, that twenty-five dollars will buy as good a 
 watch as a man need carry, and so on. Jewelers should 
 try and educate their customers up to the highest priced 
 watches, giving the reasons why they are made, also the 
 satisfaction there is in owning a first-class timepiece en- 
 cased in a 14k. gold case, and the fact that the purchase 
 when made is for a lifetime of service. 
 
 After the jeweler has given descriptions of the move- 
 ments, he should take another rest while the customer 
 considers the proposition. Perhaps he may wish to ask 
 you a question or two, which if properly answered, will 
 enable you to sell another and better watch. The writer 
 lias seen heavy gold cases fitted with seven jeweled move- 
 tnents which the purchaser thought was the best money 
 could buy simply because the case was a good one. Either 
 the jeweler had not been alive to his opportunity, or else 
 be had put in that movement to make the price seem low. 
 When a man will pay fifty to sixty dollars for a gold case 
 with a seven-jeweled movement he will pay seventy-five 
 to a hundred dollars for the same case with a better move- 
 ■ment. If, however, the jeweler talks incessantly regard- 
 ing the advantages of a certain timepiece and does not 
 give the customer a chance to ask the question whether 
 
 EVANS'S ESS A VS. 
 
 373 
 
 that is the highest grade watch which he can buy, he cer- 
 tainly will never sell anything but low-priced watches. 
 Give your customer something to think about and then 
 give him a chance to think it over before you load on any 
 more. Perhaps your best argument will be covered up 
 and lost sight of by some passing remark which really has 
 no bearing on the matter. Some men sell goods because 
 they keep up a continual talk, while others sell goods and 
 scarcely say anything about them. This merely illus- 
 trates that the man who combines both faculties will sell 
 more and better grades of goods than either of his com- 
 petitors who follow one of the other plans. 
 
 The writer has seen people talked to by salesmen whc 
 would pile argument after argument upon them, until 
 they became so confused that they would be obliged to 
 get into the open air and think the matter over. In sell- 
 ing goods it is sufficient to display them; impress upon 
 your customer that you have confidence in the manufac- 
 turer of the articles in question and that he must have the 
 same confidence in you ; that naturally, the higher priced 
 articles are the best for him to buy, but that nevertheless, 
 he can safely buy anything shown him with the thorough 
 understanding that it represents full value for the money 
 invested ; that he must not expect a two dollar article to 
 represent the same style, finish and durability as a ten 
 dollar article in the same line. Explain differences care- 
 fully, do not expect customers to decide too quickly ; ad- 
 vise the purchase of the medium and highest quality 
 goods ; discouraging the purchase of low grade or light 
 weight goods, and your sales of better goods will rapidly 
 increase. Explain in showing some of the cheaper goods 
 that you do not recommend them though you have calls 
 for them ; that your margin of profit is just as large as 
 upon the better goods ; that you are looking for to-mor- 
 row's business as well as to-day's; in short, that a cus- 
 tomer's interests are your interests, and that you are pro- 
 rnoting your own welfare when you urge them to select 
 high class merchandise. 
 
 In selling cut glass, it is often well to illustrate to cus- 
 tomers just how little they know about such matters. 
 
374 EVANS'S ESSAYS. 
 
 Many people judge by the weight, and think if the piece 
 is unusually heavy it must c<Misequently be of exceptional 
 quality. Show two bowls similar in design but with a 
 different amount of cutting upon them ; ask the customer 
 which is the better quality of glass. If she picks out the 
 right one, compliment her upon her judgment and show 
 her the difference in price between the two pieces. If, 
 whidi is just as likely to happen, she picks out the Infe- 
 rior piece as in her judgment the best, explain to her how 
 easy it is to be mistaken and why such purchases must 
 ccMne fnMn a reliable store. After making a point of this 
 kind give the customer time to digest the fact. When 
 you get people to rdy upon your judgment and honesty ' 
 your sales will come easier. The jewelry business is built 
 upon reliability. Cut rate stores may come and go, but 
 the stores having a repoitation for selling honest made 
 goods at reasonable prices continue to thrive and in- 
 crease. 
 
 In suggesting that there is a time to maintain silence 
 do not think for a moment that one of those awkward 
 pauses, when both salesman and customer almost fall 
 asleep, is intended. The salesman should be readv with 
 a remark now and then, particularly r^arding the ap- 
 parent choice of the customer, bnt do not pile up unnec- 
 essary arguments which confuse and annoy. 
 
 Explanations should be clear and complete, and should 
 not be continually repeated unless tfie customer seems de- 
 sirous of hearing some of these more important points 
 gone over. If possible gain the customer's confidence to 
 the extent that he will tell you about how much he can 
 afford to put into the article and then advise him which 
 of those shown will best suit his needs. 
 
 Solomon was the wisest of all men, and the builder of 
 the greatest building of ancient times, and when he said, 
 ''there is a time for everything," he spoke from the wis- 
 dom which his years had taught him. Let us, therefore, 
 remember that our customer as a rule does not care about 
 all the details, but will leave that to us. He believes that 
 we have investigated all the reasons why the article in 
 question is the best for him to buy, and he would rather 
 have our "say-so" than to have to listen to all the reasons. 
 
 EVANS'S ESSAYS. 
 
 375 
 
 CHAPTER XC\T. 
 
 HANDLING A GROUP OF CUSTOMERS. 
 
 Cl i irificat km of Individuals Composing Groups Usually 
 
 ThffM Quaiten of the Number to be Won Over— Dealing 
 With CommlttM— Need of Enlisting the "Authority" on 
 Goods and Prices* and How to Do It— Advise Carefully 
 and with Judgment— Satisfied Committees Good Advcr- 
 
 THERE are all sorts of customers, from the one who 
 always comes to you for his jewelry needs, se- 
 lects from the assortment you show him, pays 
 your price without question, and who would not feel as 
 though everything was just as it should be if it were 
 otherwise, down through the varying stages until we 
 reach that class who make us wonder what reason im- 
 pelled them to enter a store to look at goods, the propri- 
 etor or manager of which they seem to believe is a crook 
 of some kind. 
 
 We all have customers whom it is a pleasure to wait 
 upon, who are always pleased with the goods you show 
 them, with the work you do for them, and who often go 
 out of their way to send you trade. Then we have just 
 enough disagreeable ones to make us realize that the ma- 
 jority of people with whom we come in contact are rea- 
 sonable. When a group of customers enters your store 
 to look at goods they invariably mean business. They 
 are not just lookers with no immediate purchase in view, 
 but are in the market for immediate acceptance. 
 
 In such a group we will find first of all, the believer in 
 your honesty and integrity ; second, the one who is per- 
 haps regularly a customer elsewhere, but who recognizes 
 your reliability and is <^n to persuasion; third, the one 
 who is prejudiced in favor of some other store and who 
 
♦ 
 
 376 EVANS'S ESSAYS. 
 
 will do all in his power to take the sale from you; fourth^ 
 the blulYer, or the one who always gets a special price on 
 anything he buys, no matter where. Perhaps all groups 
 are not so classified, but in my experience, it has seemed 
 to me that in each group of four there are three to be won 
 over to the sale with the assistance of the one who 
 brought them to your store. If his is a forceful character 
 the matter is simple. Very often, however, he is more 
 easily influenced by his companions than they are by him 
 and as it is nothing in his pocket to land the sale for you 
 is perhaps more ready to fall in line with them tlian to 
 make a fight for you. 
 
 We will say, for instance, that a foreman of a machine 
 shop, or the boss of a weaving room, is about to leave for 
 some other position. What more natural if he has been 
 fair with those under him, that they should pass around 
 a subscription list and raise money to make him some 
 gift, as a testimonial of their appreciation of the past 
 kindnesses and of their best wishes for his future? Af- 
 ter the money has been raised of course a committee must 
 be 2^>pointed to attend to the purchasing part of the trans- 
 action. Saturday afternoon finds this committee starting 
 out on its mission. Each has an idea of just what the 
 prospective recipient most needs and will best appreciate. 
 One will want to buy him a chair of some kind, another 
 a dining-roc«n set, another a set of dishes, and so on. 
 But generally articles sold by the jeweler lind more favor 
 because of their beauty and durability. 
 
 After the committee has talked the matter over, finally 
 deciding upon jewelry as the proper goods to buy, then 
 the decision of where to buy becomes the all-absorbing 
 topic. It is seldom that all the committee are customers 
 of the same store, and if not the natural disposition of 
 mm to argue arises. Finally, they will set forth, per- 
 haps gdng to the nearest jeweler's to see what he has to 
 sell that will be appropriate and which they can buy with 
 the money they have raised. 
 
 The question then is up to the jeweler. Here is a com- 
 mittee commissioned to spend so much money, and with 
 the cash in their pockets to complete the transaction. 
 
 EVANS'S ESSAYS. 377 
 
 How is the jeweler to handle those four men and make 
 the sale? To whom is he to do his talking? What lines 
 of talk must he pursue? There is always one man in the 
 group who does not need any persuasion for he brought 
 the others. However, he must not be overlooked in the 
 conversation, otherwise his antagonism may be aroused, 
 and then you are lost. My idea of handling four custom- 
 ers is to talk to them just the same as thot^h but one was 
 present addressing the remarks to the group, explaining 
 the various good points of the article, laying stress upon 
 its desirability and durability. The committee want both 
 of these qualities because they wish to give the retiring 
 boss something which is desirable, and they also want to 
 have its qualities lasting. Thus you will find that gold 
 chains and charms, a watch, or a diamond ring, or a pair 
 of gold cuflf buttons with a scarf pin will most naturally 
 appeal to them. Watches, chains and lockets, affording 
 as they do a place for engraving, usually arc more invit- 
 mg than anything else. The purchasers generally want 
 a lot of engraving so that the recipient may always re- 
 member whence came the articles and the circumstances 
 of their giving. 
 
 In talking to the intending purdiasers, there will gen- 
 erally be objections coming from scwne of the committee 
 to the eflfect that they "do not think he wotdd care for 
 that," etc. In answering these objections talk to the en- 
 tire group instead of directly to the objectw. It answers 
 his objection just as well and does not slight the others. 
 On every committee will be found one who considers 
 hmiself an authority on qualities and prices. He must be 
 enrolled on our side or the sale cannot be made. He is 
 a natural "bluffer," and has talked the matter to his com- 
 rades in such a way that they really believe he is what he 
 dauns to be. To such an one talk in this manner : "I 
 am glad that you seem to be so well posted on goods of 
 this character. We feel assured of the sale when an in- 
 telligent man who is familiar with such goods examines 
 them ckMdy, because he will notice the exceptionally 
 good construction, the beautiful workmanship, and the 
 
378 EVANS'S ESSAYS. 
 
 splendid finish." If you talk in that manner it becomes 
 quite difficult for him to antagonize you. He will dislike 
 to do so after you have complimented him on his good 
 taste and excellent judgment. If you row with the tide 
 rather than against it your chances are much greater of 
 making the sale. If, however, the committee seems dis- 
 posed to rely on your judgment rather than their own, 
 advise them carefully because other sales will follow this 
 one. If they lean toward something which you do not 
 believe will give them as good satisfaction, explain why 
 another which you would rather sell is better for them to 
 buy. "There's a reason" for everything, and people are 
 better satisfied to be told what it is. 
 
 Be sure to thank each man for the sale when made, 
 and if you keep such a thing as a box of cigars around 
 pass them to the committee. There is nothing that sends 
 a crowd away better satisfied than a word of thanks, a 
 handshake and a good cigar. 
 
 To sum it up, do not get excited or frustrated when a 
 crowd enters the store to buy. Of course it is harder 
 than talking to one man, but remember that this bunch 
 has the money with them to pay for what they get, that 
 they are there to buy, and furthermore that you are there 
 to sell. Do not try to make a speech to the crowd but 
 talk just exactly as you would to the solitary customer 
 answering objections or questions as made. If, however, 
 you are generous in your explanations, giving good de- 
 scriptions and so on, the questions and objections will be 
 lew indeed. 
 
 EVANS'S ESSAYS, 
 
 379 
 
 CHAPTER XCVII. 
 
 LIVING AND LEARNING. 
 
 Profiting by Experience— Observation of Competitive Meth- 
 ods May Teach Valuable Lessons — What May Be 
 Learned From Customers— Different Ways of Handling 
 Trade— How Patience May Make the Fussy Customer 
 Into the Satisfied Kind. 
 
 HOW often we read the printed words, ''Established 
 1830," or other similar words implying that the 
 store in question can boast of having been in ex- 
 istence an unusual number of years. But what do such 
 phrases signify? Do they signify that the store is still 
 conducted on the sanie principles, with the same policy, 
 with precisely the same service, and in exactly the same 
 old way as in the year of its establishment? Or does it 
 mean that from the experience which this store has ac- 
 quired in its years of business it has been able to con- 
 struct systems of buying and selling and handling trade 
 superior to those in use in other stores of more recent 
 establishment? 
 
 It is so easy to get into a rut in anything. We find our 
 position in life, and stay there. We do certain things at 
 certain times and are content to have the same routine 
 go on year in and year out. If we do not reach out af- 
 ter improvements and strive to better our conditions is 
 the fact that we have been in business these many years 
 of any particular value in attracting trade. Well, hardly. 
 Most jewelers desire to sell better goods and more of 
 them, to have a better trade both in quality and quantity, 
 and all such notions are commendable. But how are we 
 going to set about it? The other jeweler seems to be just 
 as desirous of getting business as we are. He trims his 
 windows, if anything, even better than we do. He seems 
 
38o 
 
 EVANS'S ESSAYS 
 
 to buy a class of goods which we admire, but of which we 
 are afraid to stock because we do not think they are sal- 
 able. We find that he is accommodating, tries to get 
 work out at the time specified, and even delivers it to the 
 houses of his customers. Truly, one has to hustle to beat 
 out such competition as this. It is even worse than the 
 competition of the price cutter, who has nothing else to 
 recc»mnend him. But, if our competitors are all hustlers^ 
 they have an exhilirating effect upon us. They make us 
 alive and keep us alive. They make us take trips to mar- 
 ket, they make us study our trade paper, they make us 
 observing of what others .are doing to encourage trade. 
 Taken all in all, a good, live, fair competitor is the best 
 |)ossible asset which you can have in your business. You 
 can learn many important lessons from him which are 
 valuable from an educational as well as a mercantile 
 standpoint. 
 
 But the lessons which we must learn most carefully are 
 those taught us by our customers. We make our living 
 from our customers. Without trade we could not exist. 
 If our trade is continually increasing without effort on 
 our part it is due to the fact that we are unconsciously 
 following out the proper course of treatment of each cus- 
 tomer. 
 
 We should give our customers the best possible service 
 of which we are capable, but we should also see that they 
 pay for it. If one will but notice he will observe that 
 goods prettily displayed sell faster than those thrown 
 carelessly into trays without regard to arrangement. We 
 will notice also that our customers will be very greatly 
 pleased to find that their purchase is to be cased suitably 
 before delivery. The small expense of such articles can 
 be charged into the selling price of the jewel without ma- 
 terially affecting the cost to thi customer. 
 
 But beyond what we learn r^rding the buying, dis- 
 {ilaying and disposing of our wares, is the fact of what 
 we must learn from customers relating to means and 
 methods to be employed to obtain and hold their trade. 
 We often have exasperating customers whom perhaps we 
 
 EVANS'S ESSAYS. sHi 
 
 wish would not come to our stores; but if you can once 
 gain the confidence of such a customer you have ac- 
 quired a valuable assistant to your business. People who 
 are so constituted that they jar everyone with whom they 
 come in contact, have been used coldly in many stores 
 and made to feel that they were not welcome. What 
 does it mean to them, then, to find a store where the 
 salcMiian acts as though his only purpose in hfe was to 
 show tliem goods, quote them prices and explain about 
 the merits and qualities of the various articles on display. 
 They feel that here is a man they would like to trade 
 with, and as such people have acquaintances whose trade 
 is valuable, if they feel like using their influence to per- 
 suade them to come to your store, they open up a wide 
 field of possibilities. The writer had an instance recently 
 which illustrates the fact that each customer must be sat- 
 isfied, no matter at what cost. A lady entered our store 
 for the first time, having been recommended to do so by 
 friends. She was whimsical in her likes and dislikes, her 
 questions were confusing, and all in all she seemed to be 
 a very undesirable customer. The writer happened to be 
 the one who waited upon her. She was looking for a 
 watch for herself and did not wish to pay more than was 
 necessary for it. Finally, she left our store with a 15- 
 jeweled movement in a gold filled case, '*on trial a few 
 days later she returned complainingly. The watch did 
 not suit her; it ran slow, it ran fast, it stopped, and so 
 on. She was allowed to take another from stock and 
 three others were placed in the watchmaker's hands to 
 run especially, with the understanding that if the second 
 watch was not all right she could still try another one. 
 She returned. From her actions it was evident that she 
 intended to try every watch of the kind we had in the 
 store and then make her selection. We told her that we 
 would allow her to carry one of the three, which had been 
 specially regulated, and that the watch would be regu- 
 lated to her carrying. She spoke then as though she was 
 of the opinion that the watches were undesirable and that 
 she thought she would not purchase. We assured her 
 
382 
 
 EVANS'S ESSAYS 
 
 that it was merely a question of regulation, but that we 
 would release her of her promise to buy if she would just 
 accommodate us to the extent of allowing us to prove to 
 .her that the watch could be regulated to run in the man- 
 ner in which we stated that it would. She agreed to this, 
 and after a couple of weeks told us that she was satisfied 
 to keep the watch and pay for it. About two weeks later 
 she entered the store and asked the writer if he remem- 
 bered a solid gold watch with a fine imported movement, 
 nine ligne size, which she had been shown when she first 
 called at the store. On being shown the same watch 
 again she stated that she desired it for her niece, picked 
 out a gold pin to go with it, paid for it and was out of 
 the store inside of five minutes. Since that time she has 
 bought other goods here and appears to consider that we 
 are her jewelers. This is merely intended to illustrate 
 the importance of treating each customer as though they 
 were your only customer and that your success in busi- 
 ness depended upon your satisfying them. 
 
 Learning how to conduct a business may seem like 
 smaU woit to some readers, but if one were to take a 
 trip about the country and observe the methods of han- 
 dling trade in different stores, he would appreciate why 
 some stores arc continually doing more business and why 
 others gradually do less and less until they drift down 
 and out. 
 
 If you arc busily engaged in bench work or in letter 
 writing when a customer enters do not give them a glance 
 and a nod and return to your work. Be ready so that 
 whenever anyone enters you can step forward to meet 
 them. Do not let a customer have to stand in front of 
 the counter a couple of minutes before anyone moves 
 from their position. Sudi methods will be likely to en- 
 courage the belief that the visit of a customer to your 
 store is entirely unexpected and that you are not pre- 
 pared to wekome them. If you are the only jeweler in 
 your town perhaps your customers will bear with you be- 
 cause they do not know otherwise, tmt if you have a com- 
 petitor who is modem in his methods, you cannot but lose 
 
 EVANS'S ESSAYS. 
 
 383 
 
 dollars to him in the course of the year because you have 
 not yet learned how to wait on customers. 
 
 Customers will often ask for goods which are perhaps 
 out of date. To tell them so abruptly will offend and 
 make a sale impossible. To tell them that your sales of 
 these goods have drq[>ped off because of something else 
 coming into style and then show the new goods, may per- 
 haps switch tibem from the old to the new and you will 
 nudce the sale. Live and learn. Do not ever count as 
 wasted iint time spent in waiting on customers, whether 
 they buy or not. Charge all ^ch time to advertising. 
 Be cheerful, hc^ful, and willing, and in the end you will 
 win if you faint not. 
 
384 
 
 EFAXS'S ESSAYS, 
 
 CHAPTER XCVIII. 
 
 TAKING CHANCES TO SELL MORE GOODS. 
 
 !• (m a IMfferent Plane from Gambling— Succtia is not 
 Achieved Without RIak— Buy Novdtiaa While New or 
 Let Them Alone— Be Awake to OpiNMrtnnitiei--Attractlve 
 Goods Have An Advertisfaig Value— Take a Chance and 
 Show New Goods to tiie Casual Customer. 
 
 THERE are many good people to whom the idea of 
 "taking chances" is repulsive. They feel that 
 gambling is illegitimate, and should never be in- 
 dulged in. Nevertheless, if any of these before-men- 
 tioned people could be assured that an investment of ten 
 dollars would surely mean the gain of a similar amount, 
 do you think their prejudice toward gambling would re- 
 main? It is not my intention to favor games of chance as 
 a means of livelihood. What I intend to argue is that in 
 the conduct of our business we must "take chances" in 
 order to achieve any considerable success. If we are to 
 wait until we find out what is going to sell before pur- 
 chasing; if we are going to wait to see how certain goods 
 go with our competitors ; if we are going to wait until we 
 have calls for goods before ordering, the chances are that 
 we will play a continuous "waiting game." It is the lead- 
 ers who win out in the struggle in life. The men whom 
 we all respect for their great leadership have been men 
 who have been willing to take the chance. Washington 
 crossed the Delaware river and surprised his opponents 
 on a night when they certainly did not expect an assault. 
 He took chances and won out. When Lincoln signed the 
 proclamation of emancipation he took chances. He had 
 weighed the cost, and went ahead, and he was justified. 
 Grant said, "I will fight it out on this line if it takes all 
 summer." To-dapr he is heralded as our greatest genera!. 
 The world admires success, and despises failure. Sa 
 
 EVANS'S ESSAYS. 385 
 
 with the business man. One goes ahead and makes cer- 
 tain attempts to get business. He is progressive and 
 thoughtful, but through lack of capital or mismanage- 
 ment, he is forced to the wall. Another man will proceed 
 on practically the same lines and win out. Thus we can 
 see how the element of chance enters into business, and 
 how we must push forward and be ready to quickly ad- 
 just ourselves to ever-changing conditions. If a novelty 
 is presented to us for purchase, we must quickly decide 
 whether we can sell it by buying a sufficient quantity for 
 window display, and by appropriate advertising. 
 
 If you are not willing to take a plunge and buy enough 
 of the article to make a showing, better let it alone. If 
 you merely buy a few pieces of the goods and then tuck 
 them away in the corner of the window or in a tray where 
 they will not be seen, you cannot expect to sell them. If 
 you are going to wait until the more progressive stores 
 have sold to practically every one interested and then put 
 in your line Just as the idea is passing out, better stay out 
 altogether. In conversation with a prominent manufac- 
 turer on this subject, he gave it as his opinion that the 
 reason so many jewelers get stuck on novelties is that 
 they do not get in on the ground floor at the beginning of 
 the sale of the article, but wait until the fad has had its 
 run, and then, having had repeated calls, jump in and 
 buy a big quantity of the goods, and keep them. The 
 jeweler thereupon resolves that he will not be caught in 
 that w ay again, and when the next novelty comes on, he 
 goes through precisely the same procedure. 
 
 Why do the department stores sell so much jewelry? 
 Is it not because they have goods which follow the pre- 
 vailing styles ? Let us waive aside the fact that they sell 
 the cheaper class of goods, but merely consider whether 
 or not they sell a considerable quantity of goods because 
 they have what the people want, when they want it. Is 
 this true, or is it not ? Another thing, people come to you 
 and ask for an article which you do not have in stock. 
 You promise to get it for them. After they go out do 
 
386 
 
 EVANS'S ESSAYS 
 
 you consider the matter for a momeiit and then decide 
 that the customer will never be in again, and there is no 
 use bothering, or do you go ahead and get it? If you 
 have to obtain something special for one customer, do you 
 just get one piece, or do you figure that if one wishes it, 
 there may be two or three more who, seeing what she has 
 purchased, may wish the same thing? Are jewelers too 
 conservative? It is my opinion that they are. If you ad- 
 vertise that you have a line of goods, be sure that you 
 have them. Very often a new customer will come to your 
 store because you advertise that you have certain goods, 
 and woe unto you if you do not have a fairly good line of 
 them. The customer will never come again. Novelties 
 in particular should not be advertised unless you can 
 make a good showing with them. Many times customers 
 of a store, who do not wish to trade elsewhere, will al- 
 most compel you to put in certain goods for which they 
 are inquiring, and invariably you will find that the line 
 will sell. Many customers, however, do not come but 
 once for an article and are lost if it isn't in stock. 
 
 If jewelers would figure matters just a little bit differ- 
 ently, they w^ould get along quite a little better than under 
 present conditions. Certain goods should be purchased 
 because of their attractiveness as window decorations, 
 and a certain amount of their cost should be charged to 
 advertising expense. Prices on such goods should be fixed 
 so that the few odds and ends left after the passing of 
 the style can be given away or sold so cheap that the line 
 is cleared out entirely. The reputation of being up-to- 
 date brings lots of trade to your store which you would 
 otherwise not get. Think of that side of the question 
 when you think about the matter. Try to cultivate the 
 appearance of prosperity in your store, in the class of 
 goods, the variety carried and the manner of their display. 
 Use up-to-date display fixtures in your window. Keep 
 your new goods well forward and work for results, not 
 wait for them. 
 
 When you have something new and novel show it to 
 
 EVANS'S ESSAYS 
 
 387 
 
 your customers. Many times a customer will come in 
 your store for a repair job or to buy some inexpensive 
 article and will linger a moment or so to look in your 
 cases. Dp you ask them in an off-hand manner if there 
 "is anything else," or do you reach into the case where 
 they are looking and show something new which is dis- 
 played there? Many times if asked this question a cus- 
 tomer will answer in the negative and hasten out, feeling 
 that they must not linger if they do not contemplate an 
 immediate purchase. Be ready to show customers your 
 stock. Show them the new hall or chime clock you have 
 just received. They may not intend to buy one but you 
 have given them something to think about. If you have 
 a new pattern of silverware show them that, and so on. 
 Take a chance. You never know where your next sale 
 is coming from. Learn from the traveling man. He will 
 put his time against yours any day to show goods, realiz- 
 ing as he does, that he will never sell anything but watch 
 movements without showing them first. Be just as ready 
 to wait on your customers patiently and do not wait for 
 them to ask for the new goods, but show them and en- 
 deavor to create a demand for them. Do not be afraid of 
 wasting time. Take a chance on the future sale. Also 
 take a chance on developing the desire for ownership in. 
 the mind of the customer. 
 
 Remember that it is those who lose who disapprove of 
 taking chsuices. The winner believes thoroughly in his 
 own judgment and tries again. But do not carry the ele- 
 ment of chance outside of your own business. Stick to 
 the game that you know the most about and you will win 
 out. 
 
38« 
 
 EVANS'S ESSAYS 
 
 CHAPTER XCIX. 
 
 MAKING VALUABLE ALLIES OF YOUR CLERKS. 
 
 Seek to Avoid a Clm Spirit— Cultivate Latent Talent in Your 
 Employees — Encourage Them to Originate Ideas— Do 
 Not be Too Critical of Untried Ifetlioda— Create a Spirit 
 of Co-operatioii— Building a Buainets Requires a Com- 
 bination of F ac n l t iea . 
 
 IN a great many stores classes are established, superin- 
 tendents, managers and owners constituting one 
 class, the employes another. This develops the spirit 
 
 that the men are mere machines, having no other interest 
 than to obtain their weekly pay, and the feeling that they 
 are wearing their lives out making other men rich. Thus 
 we find in great commercial enterprises the men uniting 
 to protect their interests, feeling that unless they do so 
 they cannot expect to receive justice at the hands of their 
 employers. Such feelings ought not to exist. The capi- 
 talist could do nothing without labor, and latx>r could 
 certainly do nothing without capital. While we can un- 
 derstand that in big factories there is no possible way that 
 the men can be made allies of the owners, to the extent of 
 being taken into confidence about the ways and means 
 ^niployed to stimulate trade, and to improve the means of 
 distributing goods, still in the small enterprises of which 
 we are all a part, the clerks should certainly be allies of 
 the concern and not merely hired help. It is a positive 
 truth that some emi)loyes are much more competent than 
 the men who furnish them their livelihood, but through 
 force of circumstances, such as lack of capital, or lack of 
 confidence, remain in a subordinate position. These men 
 can help to develop wonderfully the business with which 
 they are connected, if given a proper chance. 
 
 In many establishments the employes have seen long 
 years of service, starting in as the boy around the store, 
 
 EVANS'S ESSAYS. 
 
 389 
 
 doing the errands, sweeping the sidewalk, and so on. We 
 all have diflPerent talents; perhaps that boy who is in a 
 subordinate position in your store may possess much bet- 
 ter ideas regarding window dressing than you, who com- 
 bine a superficial knowledge of salesmanship, watchmak- 
 ing, window dressing, advertisement writing, etc. Give 
 him a chance to develop. If you invite one of your em- 
 ployes to go ahead and do a certain job, do not stand by 
 to watch the work from start to finish and do not be un- 
 necessarily critical in your after inspection. If one of 
 your men seems to feel that he could write a good adver- 
 tisement let him try it out, and publish ft as he gives it 
 to you. It will make him feel honored to see that his 
 work was considered worthy of publication. It will en- 
 courage him to put in an hour or two at home working 
 for you and trying to produce something new and inter- 
 esting in that line. No one man knows it all, or even a 
 large part of it all. Invite co-operation from those who 
 earn their living in your service. If you keep a man 
 down he becomes in time a mere automaton, so that he 
 has no ideas other than to do the work set before him 
 and to quit on the stroke of the bell. 
 
 In every store where watches and clocks are sold there 
 is a certain amount of work necessary to keep the stock, 
 in salable condition. Watches lying in stock need occa- 
 sional attention. We aim to turn stock often, but there 
 are few of us who do not keep many movements over a 
 year in stock. How about these ? Are they in fit condi- 
 tion to give the service your customer will expect and 
 which you are willing to guarantee? Do the hands on 
 some of your w^atches catch, are the glasses on others too 
 low, or are they broken? Do your clocks strike right? 
 Do they run a week with a small variation, such as five 
 minutes? All these and many other questions will sug- 
 gest themselves to the inquiring mind. Are you prepared 
 to attend to all these little details yourself, or do you de- 
 velop your clerks and mechanics so that each is contin-^ 
 iially on the lookout for something to make conditions 
 better and sales easier? Nothing so easily knocks a sale 
 
390 
 
 EVANS'S ESSAYS 
 
 in the head as to find that you cannot get the movement 
 in the case selected to start up when wound. All this 
 could have been avoided by having one of your watch- 
 maker^ include in his duties that of keeping your watch 
 stock in good order. Every week time could be spent to 
 advantage on jobs of this character and it would prove 
 to be a very pleasant change for him, because it is cer- 
 tainly easier to work on new watches than on old, worn- 
 out ones. Then, in the showing of clocks, do the ham- 
 mers hit the gongs properly, or do you have to fool 
 around with pliers, bending wires and trying to adjust 
 the striking part so that the anticipated musical sound 
 will be heard? Ofttinies, where customers are undecided 
 whether to buy or look further, or where they are slow 
 to part with their money, such instances, trivial in them- 
 selves, give them the opportunity to make excuses for not 
 buying. Once gone, your chance of making that partic- 
 ular sale is probably gone too. Train one of your men 
 to make a specialty of looking over the clock stock and 
 seeing that things are as they should be. If your men 
 are made allies of your business they will do this work 
 cheerfully and well with telling results. 
 
 If you have salesmen specially employed for that pur- 
 pose, or if your watchmakers are required to wait on 
 trade, do not take customers away from them and do not 
 **butt into" the conversation. There a/e few of us that 
 can do as good work with some critical listener as we can 
 when talking to our customers alone. Ofttimes there is 
 a great temptation for the proprietor or manager of a 
 store to step in and take customers away from salesmen. 
 Perhaps he will make the sale and perhaps he will not, 
 but whichever way it turns out, ten chances to one the re- 
 sult would have been the same in either case. There is 
 nothing that will more surely prevent the development of 
 salesmanship in a clerk than to have this course of pro- 
 cedure followed. No matter how much he may try or 
 how hard he may work, the sale is taken out of his hands 
 just as he thought he had it made. It is certainly dis- 
 couraging, and one can hardly blame the man who be- 
 
 EVANS'S ESSAYS. 391 
 
 comes listless under such conditions, who does not care 
 whether he waits on customers or not ; who, if he does, 
 exhibits no interest in the matter whatever ; who displays 
 goods called for and quotes prices; who gives no descrip- 
 tion of the goods, or but a scanty and faint-hearted one ; 
 and who seldom, if ever, makes a sale. If an employe 
 waits on a customer and fails to land a sale, do not point 
 out at that time wherein his failure lay. Encourage him, 
 and tell him that he did his best; that no one could have 
 made that particular sale ; that the customer was hard to 
 please ; or that you think lie made such an impression 0*1 
 them that a sale will probably result later. 
 
 If you ask your salesman for suggestions be ready to 
 adopt some of them. Try them out. If not successful 
 you can easily drop them. Once in a while you will find 
 these suggestions to be good ones, and if encouraged your 
 men will be continually on the outlook for ways and 
 means of stimulating your business. Never fail to re- 
 ward the hustler with sufficient wages. Never let a man 
 work for you for less than he is worth just because he 
 has become a part of your store and does not wish to 
 change. Teach your helpers that as they increase in 
 value, as they develop themselves and make your busi- 
 ness grow, they can expect to reap a corresponding bene- 
 fit in increased salary. 
 
 If you encourage your employes to talk with you, you 
 will find less dissatisfaction ; less killing of time, and less 
 half-hearted work. Building a business requires more 
 than one brain ; more than one pair of hands. In union 
 is strength. Develop the spirit of co-operation and dis- 
 tribution of labor and see how much better you get along. 
 Some men work harder trying to run a business with 
 three or four assistants than the superintendent or man- 
 ager of a factory with three or four thousand men. Dis- 
 tribute responsibility. Make a man responsible for cer- 
 tain things, and you will find as a general thing that he 
 will make good; that he will grow and expand into a 
 useful assistant, where otherwise he would have devel- 
 oped into nothing more than an automaton. 
 
392 
 
 EVANS'S ESSAYS 
 
 Pope tells us, ''The proper study of mankind is man.'* 
 Study those with whom you are constantly associated 
 If you can read human nature at all, you can readily see 
 wherein you can interest your different employes. Culti- 
 vate their friendship and good wishes, remembering all 
 the time that "we are brothers." 
 
 EVANS'S ESSAYS, 393 
 
 CHAPTER C. 
 
 RELATION OF CREDIT TO SUCCESS IN BUSINESS. 
 
 Credit the Foundation of All Business— QuaUtie* Upon WWA 
 Credit is Based— Personality and Hablt» Impoit^t Fac- 
 tors— Courtesy and Frankness Alw of Vahi»— *«P^ 
 tion for Slow Pay a Serious Hsndics^Be Hoii«rtWitli 
 Your Banker— Pointers on ntanonrndnm Credits- 
 Credit Means More Than Singly Buying on Time. 
 
 THOSE in a position to know, state that without 
 credit most of our big enterprises could not exist, 
 nor, for that matter, could the smaller ones. 
 There is not enough money in existence to make a strictly 
 cash business possible, and if everything were paid for as 
 purchased dealers could not extend their Imes except as 
 they realized on goods which they already had m stock. 
 Any thinking person would realize that this would sen- 
 ously hamper the development of busmess. A mans 
 ability to pay is the prime reason why he can obtain 
 credit, although many manufacturers and jobbers will 
 risk an equal amount of money with the debtor. That is, 
 if a man has five thousand dollars he can obtain credit for 
 an additional five thousand. While ability counts for 
 more than willingness, nevertheless it is possible for the 
 man of established honesty and sterling worth to obtain 
 credit far beyond what his real financial condition will 
 iustify Thus young men, who have an intimate knowl- 
 edge of the intricacies of business with a determination 
 to succeed, coupled with untiring energy, are enabled to 
 obtain from men who have watdicd them for years and 
 know their habits of living, the fixtures and goods or the 
 money equivalent to enable them to start in busmc^. 
 What is it about a man that gives you confidence m his 
 
394 
 
 EVANS'S ESSAYS. 
 
 integrity or fills you with a feeling of distrust? Is it not 
 his personality which reflects the mode of his private life? 
 We little know how single actions of ours, in themselves 
 of comparatively little account, will influence the judg- 
 ment and opinion of those whose good opinion it may be 
 desirable for us to obtain and hold in later years. Take, 
 for instance, the habit of using profanity extensively, or 
 that of dispensing "ofif-color" stories. Ek) such habits im- 
 prove your standing among your friends and business 
 a.ssociates, or do they tend to invite question in the com- 
 mercial world? Better acijuire the rci)utation of being 
 dull and uninteresting than one for talk which is not ele- 
 vating. Then there is the good fellow who feels that in 
 order to impress you with his good fellowship he must 
 buy you a drink. Does he create the impression he de- 
 sires? Other things being ecjual, which man would you 
 place confidence in, the drinking man or the abstainer? 
 Perhaps this all sounds like a prohibition address, or a 
 Y. M. C. A. talk, but the idea is to make you realize how 
 certain things impress you, then looking at it from the 
 other side, consider if your creditors have reason to put 
 much confidence in you, although you are as honest as 
 the day is long. Then again, when you receive your state- 
 ments on the first of the month and are unable *:o remit 
 according to terms, do you write an explanatory line to 
 your creditors or do you tear up the statements and throw 
 them in the waste basket? The man who first gave you 
 credit will probably grant an extension of time, if asked 
 for. It always pays to be honest with one's creditors. If 
 given explanations they are satisfie^l, but if left in the 
 dark regarding your financial condition and your inten- 
 tions, they are certainly bound to form an unfavorable 
 opinion of you, which if talked around will result in many 
 firms striking your name from their calling list. Tliis 
 you cannot afford to have happen. 
 
 Acquaintance m the trade is worth a great deal. You 
 cannot buy from every traveling man who calls, but you 
 • should be glad to see them just the same. Ofttimes it 
 
 EVANS'S ESSAYS. 
 
 395 
 
 seems as though it would be a great relief if a few of 
 them would stay away, but nevertheless, it would be a 
 losing thing for us all if they did. The representative 
 who calls and calls without selling you a bill, does not get 
 discouraged, because he knows that you are perfectly re- 
 liable and trustworthy. He concludes that you can buy to 
 better advantage elsewhere and accordingly makes you the 
 best terms possible on his line. But if your credit is such 
 that new firms keep away from you while your old houses 
 are carrying you along, do you think that you are getting 
 the best prices on the goods you buy ? You are in no po- 
 sition to get them if you have established a reputation 
 for being slow pay, and the old concerns who are carry- 
 ing you will often be willing to circulate such a report, 
 because as long as you are behind with them and have to 
 buy from them the additional profit which you pay en- 
 riches them just so much, while at the same time it puts 
 you in a position where you cannot compete with your 
 fellow tradesmen. Better go slow ; buy in small quanti- 
 ties; pay promptly for what you get, increasing your 
 stock as the demand justifies. 
 
 In establishing a credit one of the first places one 
 should go is to his banker. Banks have money to loan 
 but they want to loan it only to those of approved credit. 
 Every jeweler should make a complete and honest state- 
 ment to his banker of his financial condition, filmg a sum- 
 mary of his inventory, with current liabilities, and his 
 net worth. He can then have an understanding as to his 
 borrowing credit. Once this is arranged he does not have 
 to wonder where he is going to meet maturing obliga- 
 tions, neither does he have to let bills mature and lose 
 discounts, but as the occasion demands he can give notes 
 to his bank for the amounts required and thus establish 
 a credit among those with whom he does business, besides 
 getting the benefit of the cash saving in value purchasing 
 dollars. Then again, the establishing of a borrowing 
 credit will enable you to take advantage of bargains of- 
 fered you for immediate accq>tance for cash. 
 
396 EVANS'S ESSAYS, 
 
 Once in a while some manufacturers and jobbers are in 
 just as tight a positicMi as the retailer ever gets, and at 
 such times "money talks/' It is certainly greatly to one's 
 advantage to know that he has a certain amount of money 
 always at his command and that when he needs some ht 
 does not have to go to his bank and beg for it. The freely 
 given explanation of one's affairs, to those to whom such 
 knowledge is absolutely essential if they are to help you 
 when you need help, is the biggest assistance to a man in 
 business that one can imagine. 
 
 The^e is another kind of credit to establish, and that is 
 "memorandum" credit. We all have calls for goods 
 which we do not carry in stock, and these we send for to 
 some wholesale house. When we get them do we write 
 our price on a tag and fasten it to the article, or do we 
 write all over the card on which it is displayed? Do we 
 leave the goods in our show window after the customer 
 who wished to see them has called and allow them to be- 
 come soiled and tarnished? Do we send them back at 
 once to the accommodating wholesaler, or do we wait un- 
 til he writes for them ? Do we throw^ the ^oods in a box, 
 stutl in a little tissue paper to keep them from shaking 
 around, or do we carefully wash out each article and do 
 up each one in a separate tissue paper to afford proper 
 protection, to the stones and enamel work and do we also 
 remember to prepay the return express? These little de- 
 tails may seem very inconsequential, but the writer can 
 assure you that on these very things depend your ability 
 to obtain promptly the little favors of this kind which 
 you desire and absolutely need. The ability to draw from 
 the exclusive stocks of the country any of their most de- 
 sirable goods is certainly worth having. Consider well 
 then the many little points about such matters and try to 
 establish a reputation of taking fully as good care of an- 
 other's goods as you would of your own. 
 
 Credit is really more than being able to obtain time to 
 pay for goods. It is really establishing the reputation of 
 beuQg one who believes in the prindf^es and lives up to 
 
 EVANS'S ESSAYS. 
 
 the teachings of the Golden Rule, "do unto others as you 
 would that they should do to you." The granting of 
 credit is a mutual advantage to creditor and debtor. Oft- 
 times the jeweler feels that he is conferring a great favor 
 upon the creditor by buying goods from him, whereas he 
 could not continue in business unless he could buy the 
 goods. It is certainly worth while to acquire the charac- 
 ter of an honest man, for "An honest man is the noblest 
 work of God." 
 
COLUMBIA UNIVERSITY 
 
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