the Customer Could Speak to the Dealer He Would Say

By JACK DIONNE

,"Far be it from me to tell any man how to run his own business, b{rt--

"If he sets himself up to perform a.certain function of b€nefft to me-if he hitches himself to a certain commercial furrow whose crops I anticipate enjoying-and then fails to deliver- t'No. Not as well as you know-or ought to know. l'And how can I fincl out, except from someone better posted than myself ; from someone whose business it is to Lnow; from you, if you are properly qualified to handle your business, and if you have the energ'y and. aggressiveness to handle it.

"Then f have a right-a duty-to become a gadfly, and insist that he gets right up against the collar.

"And. who am I? Your brother, in sooth; your ueigh' bof ; -your fellow citizen; the man whose money you want in exchange for the buildings he ought to have for his own benefit.

"Do I know about these builclings?

"I want a builcling-or perhaps I need a building, and don't know it.

"It is your business to show me the kind of a building most suitable for my particular needs and condition in life.

"And even supposing conditions are such today that I haven't the money to buy that building, or for some good reason am not yet ready to proceed with the building of it.

"That is no reason why the pla.ns should not be discussed, the tletaits considered, and everything made ready for the daf rvhen the transaction can be finally consumated. The more your plan and idea appeals to me, the sooner I will a,rrange for the purchase.

"Never forget that your tomorrows are only the fruits of your yesterd.ays.

Todan for instance, you can be learning who I am; my present condition, my financial standing.

"You can be making a detailed ancl intelligent record. of those items, and you can be studying how to help me get ;what those notes of yours show I ought to bave.

"You can be learning from others-from acknbwledged authorities in their lines-how best to help me supply my needB.

"You can be telling me by advertisement, by letter, by personal contact, by example, all the things-you-earry that I-ought-to-have.

"Tod&y's information will clarify my ideas and enable me to plan with intelligence.

"And. with the realization that your Eenrice and assistanco has enabled me to understand'thoroughly my needs and the best methods of fiIling and supplying them, I will naturally tura to you for the goods when I'am ready to buy them.

"No matter whether your are selling them all your goods or not it is your business to let me and your'other neighbors know how we can use your gds.

"No business man buys an adding machine just to have it. They buy it for what it will do for them.

"No one is interested in lumber just to bave it, but for what it will build for them.

"The more bays of using an acltling machine the pubtic are shown, the more aclding machines they wiII buy.

"The more ways of using builditrg materia,ls you show your public the more they wiII purchase.

"And. when they don't buy today, it is generally because you failed to tell them about it yesterday.

"The more people you tell things todaS and the moro you tell ttgen, the more goodb you will sell tomorrow.

"The materials you handle are not mere things-to menot just wood. and stone, etc.

"They are shelter, and satisfaction, and luxury, and protection for me and my poss€ssion$.

"Cease to think of your stock as "stock."

"See in every boaril and plank a home for a child; a restful.porch for a tired wife; a shelter for cattle; a cover for crops; and then open the eyes of myself and my neighbors to that vision.

"f, your neighbor, want more of the things you can do for me. I gratefully acknowledge my indebtedness if you will help me.

"And by telling me, you tell my friends also, for my home, built as you know how, modern, attractive, convenient, comfortable, will teII its story to anyone who sees it.

"My ba,r:q built antl arranged according to your expert ideas, is a model from which my neighbors shall plan their new barns-with yoru goods.

"f, your neighbor, ask you to stop 'supplying the demand,' and start energizing your business for my sake.

...\trEE:N A FELI.ER INDS A FR,IEND''

'We dropped into the office-a lqonderfully attractive office by the way that would bb a source of admiratron anywhere-of the Schumacher Wall Board Company in Los Angeles, the other day, to get acquainted.

The Schumacher folks made us feel at home in every possible way, welcomed the new paper to the California, testified to the great need of such a paper in this field, and tendered their assistance along any line in making it a huge success (we quote Mr. Jos. E. Schumacher).

"'When a feller needs a friend" is one thing, but when a feller FINDS a friend-a gang of them-whom he never saw before,-that's when that "grand. and glorious feeling" develops keenly.

The Charm of a{rtistic Front Door Designs

is not dependent on "special standardized designs is such as in stock doors for lront and interior use, embody every fundamental that makes lor excellence, namely-finest quality California Sugar and White Pine Lumber, modern factory equipment and skilled craftsmanship.

patterns." The wide choice afrorded by present-day to meet the most exacting, individual taste.

StrITD PAI{Y

Lumber Dealers ! You will find in Standard millwork a splendid and complete line of standardized doors, screen doors, sash and White Pine mouldings-uith uhich to attract and hold gaod customers.

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