Show BABSON'S AUTHENTIC STATEMENT f W Ba baba Special to THE EXPRESS BABSON GIVES ADVICE TO RETAILERS BABSON DABS ON PARK MASS MASS- Last week I set forth a series of Ups tips for housewives who do dothe dothe the family buying trying to show them how to hold their budgets within reasonable bounds At that time it occur occur- occurred occurred red to me that retailers them them- themselves selves need tips just as much muchas muchas as housewives If they are to balance balanc their budgets Seldom before has there been such bitter competition on the re re- retail tail scene as there is today So here are arc some suggestions for tradesmen based upon my many years of observation Great Grea Opportunities Ahead First of all I want to say that Christmas business over the coming weeks should exceed ex- ex exceed previous records Earn Earn- Earning Earning ing power is good and em- em emt t has hs risen Even more important however is the fact that I foresee a con con- continuation of a good retail turn over well into 1964 So it is not a matter att o om n retailers pre pre- preparing paring for just a few weeks of peak business But during these bright times competition tion will be the bugaboo Only those retailers who are really on their toes will wUl come out with healthy profits Take a good look at your establishment you y o u rem r em- em employees your inventory and your advertising Be sure your store is neat attractive well-lighted well and near ample parking space See to it that your merchandise is clearly visible at all levels never cluttered so that even you are not sure where things are Keep your stock under con con- constant stant control by regular in in- in inventory checkups Know ex ex- ex exactly what you are selling so that never reorder hap hap- haphazardly Clear out slow sell ing items by placing them where they will get immedi ate attention Employees Can Make or Break Profits An astute store manager will screen employee aspirants himself I can assure you it Is worth the time If you ask a aman aman man whether he can us a cash register and he says yes that is not enough Use his references to find out whether I or not he or she will use the register honestly or you may find some of your profits going down the drain before you have a chance even to count them Be sure too that employees alter after you hire them show a real interest in inthe inthe the work If they appear to be using the Job as a fill in or if they stand around wasting time between paydays replace place them at once Whether you operate are a re gular store or other establish establish- establishment ment honest and efficient help will make it possible for you to pay such workers more money because you will need i fewer clerks clerk Never forget that a well paid employee is a term long asset Nothing ir a customer more than I to be handled abruptly or discourteously Even an reply to a question I can bring bad publicity Be- Be Because Because cause bad publicity travels much faster than good public public- publicity publicity ity just one dissatisfied cust cust- customer omer can do your store an awful lot of harm N Never ever Ignore Ad Advertising I have long been a hearty booster of advertising in all its phases Start your our adver- adver advertising advertising with a tidy well |