THE Liquor Book
The averag-e liquor store neg-lects almost entirely one of the most profitable branches of the business—the famih' trade. The liquor store that is satisfied with the trade that naturally comes to it overlooks a very fruitful and profitable field. If a man is satisfied to sit quietly on his particular corner and take what trade comes to him, it is safe to say that he will never amount to much in the business, comparatively speaking
The averag-e liquor store neg-lects almost entirely one of the most profitable branches of the business—the famih' trade.
The liquor store that is satisfied with the trade that naturally comes to it overlooks a very fruitful and profitable
field. If a man is satisfied to sit quietly on his particular corner and take what trade comes to him, it is safe to say that he will never amount to much in the business, comparatively speaking
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16 <strong>THE</strong> LIQUOR BOOK.<br />
Do this in the rig-ht way and 3'ou will arouse the<br />
interest of the people and bring- them to your store.<br />
When they g-et to your store be sure that they find<br />
ever^vthing- just as you have represented it.<br />
Give them the best of everything^, just as ^-ou promised<br />
to do, and never sell the family trade anything you are<br />
not perfectly sure about.<br />
In order to build up such a business as I am talking<br />
about, you must have absolutely and positively the very<br />
finest, choicest and purest of everything-. Otherwise,<br />
you will make a dismal failure out of it.<br />
It pays in the long run to sell nothing- but the best<br />
and the man who g-ets the reputation of keeping- the best<br />
and g-iving his patrons satisfaction or their money back<br />
is on the road to success.<br />
Keep your store in a condition of perfect cleanliness<br />
and make it as dainty and attractive as 3'ou can. Have<br />
employes who are clean, well dressed, intelligent and<br />
polite and see that they treat everybody just as ^'ou<br />
would treat them yourself.<br />
Allow neither misrepresentation nor discourtesy.<br />
Make 3'our employes show people the thing they want<br />
to see without urging them in any way to bu}'. Tell<br />
the facts about your goods and let them buy or not, just<br />
as they choose.<br />
Another thing-—have 3'our store so arranged that if<br />
you have a bar people who come to buy goods in bulk<br />
will not have to come in contact with it unless they<br />
choose to do so.
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