What Does a Woman Think of a Lumber Yard?

A lot of retail building merchants may not think it matters very much one way or another what the woman DOES think of the lumber yard; she doesn't pay the lumbir bill, anyway.

But once in a blue moon that thought comes to mind and the question is put-either to one's self or to another.

Let us allow the woman to answer this question herself, giving the woman's viewpoint of the lumber yard-or the retail building material store, if you r'vill-and rvhy her attitude is of real importance.

Mr. Dealer, permit me to introduce to you, Mrs. Neighbor Woman.

"I wonder if you men have any idea of the things we women want that you have to sell ?

"Just to take one thing-the one thing above all others in which the woman is vitally interested-the building of a home.

"How many of you men know what a woman really wants in a home? And if you do not know, how in the rvorld will you ever sell it to her?

"Here are some of the things she wants, and I'll tell you why she wants them; the nearer you come to providing these things for her the nearer you will come to selling them to her and consequently getting a check from her husband-or a series of checks.

"In the first place you must tell her what YOU have, and thus excite her interest. If it appeals to her, she will do the rest. That means advertising. And what kind appeals to her?

"94 women's clubs have answered this question for your benefit, the resume of all the answers showing that:

"57/o favored newspaper advertising.

" 13/ot lavored samples.

"7/o f.avored personal letters.

"7/ol favored personal or telephone calls.

"2/o f.avored demonstrations ;2/o lavored show windows; and l2/o' favored miscellaneous appeals.

"Al1 right. You have access to all these, and many other methods of publicity for your business. Make use of them in the most judicious manner at your disposal. Talk to her about your ability to serve, and what it means to her. That is one of the first things a woman expects of a merchant.

"Then write her a nice letter and invite her to call at youn office and see for hersell that you have just what she wants in a home. Make that letter really sincere. But be certain that when she comes, you are able to deliver the goods.

"You know a woman is very particular about her house, and she polishes everything to the last degree when she expects company, and she expects the same thing done for her. Your office should be like her parlor. It should be kept so that your woman visitor will feel welcome and at home. Cleanliness, and neatness, and attractiveness, ranks close to Godliness with most women. That's why they have done little business with the old fashioned lumber yard.

"llave your display and plan room ready for her. Be ready to demonstrate what your building materials can do, when properly applied. Women love to investigate, when they shop. They like to touch, and taste, and measure, and feel, and weigh when they go to buy. That's why a service and sales room has been such a success when properly used.

"Remember that a woman likes to make the same job of buying things that a man does of selling things. She loves to bargain, to shop, to prove the thing before she buys it.

"Make it as easy as possible for her to choose. Show her building things that delight her eye, and appeal to her imagination. She loves home pictures, interior, exterior, detail or generality. Meet her wishes. Anticipate them, when possible. Show her that you are trying less to sell something, than you are to helping her supply her wants.

"Of course, you must learn something-and do it skillfully-of what she can afford to pay, how much family she has, and how she lives. If she is socially inclined, certain