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DEVOTED 70 THFEINTERESTS OF THIE MZN_WIHO IMAIIE £ 5 SIEIIL. ATI_ANTA PRODUCTS
Must Know Causes and Effects
and Be Able to Persuade and
Control Buyers.
N ——
The art of salesmanship s dincussed
from an original angle and comprehen
sively 'n an article appearing In & re
cent fssue of The Merchant and Manu
facturer. It treats of the art of per
suading the buyer It follows in full:
“1 would urge the salesman to re
member that his work is not sclentifie
unless he performs it Inteiligently e
ean not claim scientific knowlsdge of
bis work or business unless he knows
causes and effects; that is, uniess he
Enows why given actions on his part
cause certain _ effects u&ou others,”
wrfer Ben R Vardaman, The Master
Salesman
“Cr definition of salesmanship,” he
saye, “samely. the abliity to perauade
or influence, includes many principles
empioyed by people not classed as saies
wen. Here is the minister of the goepel
whose time and energy and thought are
devoted to teaching the tenets of his
faith, and "uuudna’ peopie to accept
the doctrines of his church in order that
they may live better lives
“Now this man i» not & salesman n
the sense of selling commod!ities of com- |
merce. But. mark you, the principles
through which he works are the prinet
ples of persuasion-—the wsame identien)
,prinrlplu employed by the mmmorfl.l“
salesman 10 lead his customer. The dif-|
forence I 8 In the end to be attained.
Fach must know how to appeal to the
mlo with whom he deals. cach must
why certain things produce given
results. The minister mn{' Arouse M-‘
n.,'.x- by wxng to their amotions
t sust ae truly the salesman must a 0
the same thing. The minister must ap
peal to the reason of roflo as he de.
fines the dootrines of his church Rut
the salesman must 40 the same whes
apalyzing his proposition befors A cus
tomer
"Axln we might refer to the attor
ney an‘ll\‘ before a ?n’ e realizes
that his sucoess In the ease depends
Dealers Recognize the
Merits of Above the
Average
Consumers prefer it te any
It u; a nickel, Havana Cigar o
of unequaled excellence. Dis
tributed by the
Cobb Cigar Co.
Atianta, Ga.
Flour Prices Are Advancing.
Buy Now and Avoid High CosE.
The Atlanta Flour and Grain Go.
Every Town Should Have
A TEN-CENT STORE
EVERY DEPARTMENT STORE SHOULD HAVE A TEN
CENT DEPARTMENT. ;
HAVE WHAT THE PEOPLE WANT AT POPULAR
PRICES—bc, 10c, 25¢, 50c and SI.OO MERCHANDISE.
Write us in regard to opening up a Ten-cent Store in your town, or
about fitting up a Ten-cent Department in your store.
WE EMPLOY EXPERTS IN THIS LINE.
McClure Ten Cent Co.
ATLANTA
JOHN SILVEY &CO.
114 Marietta Street
“Where the Alfalfa Grows”™
Spring is here—prematurely—but not too
early for us. Our stocks are prepared and—
BEAUTIES.
ATLANTA, GEORGIA
W
. °
Glass Cutter for Automobile Headlights
For Merchants Handling Glass, Ete.
2 extra wheels inclosed in knob on end of rod. ‘-z Y
Cuts circles from 2 to 24 inches. Graduated rod #
(1-16 inch graduation) (2 sides). Heavy iron
base, Genueine rosewood knob. Rubber cloth
mat to prevent slipping. o i et
N Tl &
o Sy i
Packed lin i L B N Price
a box. \ ) $2 each.
[llanta howcase Co. : Atlanta, Ga.
h Y
e 4
CirLl‘ HM_JI\"A
jMoOlnre Co. to Start
. .
- Persons in Business
The MeClure Ten Cent Company
starting persons in the five and teh
cont store business In amall tewns
throughout Georgin and other Biates
within the territory of its Dusiness. K
P Lewis, sales manager of the com
pany, i &t the head of the enterprise.
The company not only starts & five
and ten-cent store, but starts APe and
ten-ceont departments in stores han.
dling other lines of goods Oftentimes
in small towns, there are no five and
ten-cent stores, and persons *will bay
sma'l indispensables sach as are handiea
&t stores of this kifd in the nearest
town or city where such & store I
Thus dealers in the small tewn lose
much valuable trade
For partioulars, any person with push
who intends o enter the w““
ten-cent store business, is by
the MeClure Company to write Mr
Leawis .
upon his ability to persuade the Jury that
the evidence and fact are on his clisnt’s
side. he must be abies v aArrange facts
and suppositions in & way that wiik be
convincing to the jury. Bet there s
no set of principles adapted especially
to the use of the lawyer and no ohe
elne. No! He must use the same gen
‘eral fundamental principlet in persuad
ing the jury that the saleaman uses in
persuading the customer,
“We are incliined to try 10 excuse
our own weaknesses by the exouse that
things are different in. olher :Dfl"-
wors. Hut here is one thing that the
salesman should always bear In mind;
that in, that he deals with the same
m.nu«:\ people that the lawyer and min
ister deals with: the minister mests
them in his chureh, the lawyer mesis
them in the sourtroom, and the sales
man meets thems out in the business
realm. But they are the same
with the same ideas, whl-.hm
prefjudices and idesis - they ve the
same nature when before the salesman
as when in the church or the courtroom,
The principies used by these different
kinds of salssmern or professional men
are dentical, but the art of -»lzlu the
principies is different in the different
Canes,
“A person buvs an article, a
politieal or nplm taith, m
S e B 8 A
n
thing for him to do. Me acts because
something has appealed to his nature.
This nature is glways the same: that is,
the principles sre the same—there I 8
not one human nature to h,':m to
by the minister, another w -
yer, doctor and
others. principles of and
the rbcl of are one
and the same.
"Summm itgl'. we might
say that a p " tt&
founded upon scient! prinel wh
enables the salesman to . persuade
and control people, especially In the well.
ing of merchandise. This art ac
quired, and !s founded upon thoup:thm
principles of human leadership.
SHEER MFG. CO.
Manufacturer of Ladies’
Skirts.
136!, Marietta Street.
New Orleans Branch.
M. 522. Atlanta, Ga
MEARST'S SUNDAY AMERICAN. ATLANTA OA. SUNDAY. JANUARY 16, 1916
This Is a Cat With a Past, a Feline
Known in Atlanta Dry Goods Circles
Tom is liked by hundreds of
patrons and others whe visit
John Silvey & Co.'s wholesale 1
house, No. 114 Marietta street,
He is the idol of the Silvey foree,
He eatehes mice, rats and flies, 1
eats meat, sleeps and grows fat. |
The prohibition laws drove him
from his first home, a ‘‘grog
‘w‘n
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4 *
Tom Whitle Silvey, & reformed cat, is
about to ocelebrate the twelfth anni
versary of his birth and the seventh an
niversary of his entrance into the
)wholowo dry goods business. Eight
years ago Tom White BBllvey was in the
whisky businesa and & drunkard of
more than ordipary capacity, at least
80 the story goes
At that time Tom was the grand ex
alted rat and mice catcher at Tom
Wolpert's saloon, Nos. §5-7 Edgewood
avenue. Next door was the former
wholesale dry goods house of John Sil
vey & Co. Tom used to spend his
Jelsure moments at the Hilvey dry goods
house, where he always was a vol‘omo
guest on account of his friendly pro
clivities.
| Tom Still Affectionate.
. To this day Tom preserves his youth
ful ardor and unusual affection for the
human species. He is very entertain
ing and when a stranger heaves in sight
Tom s the first to greet him. He rubs
his fuzzy fur against the body of every
arival and makes strange guttural
sounds which are more or less gener
ally known as purring. Needless to say,
considerable of the fuzzy fur clings to
the object of Tom's adoration where It
wriggles ih agony of “stickable’” friend
lineas,
Made Pauper by Prohibition,
But to resume, the first prohibition
laws came along, so the loeal historians
allege, ahbout seven years Aago. They
clamped the d on the whisky business,
clemped it on hard and then sat dowa
on it. This made a pauper of Tom,
who had neither home nor visible means
of livelihood, so the story continues.
Tom went to his frlends at the Sil
vey building and appealed for ald. At
first, these were very loath to axtend
it, owing to the fact that none had con
fidence in Tom's ability to stay sober.
However, he Was so earnest and so per
sistent that the heads of the firm de
cided to give him a job and let him
start life anew under favorable environ
ments. Tom was put in charge of Er
nest Aberll and rapldly made good. To
day he is a mamber of the firm and en
jovs the cenfildence and esteem of -ev
ery employea and member of the Silvey
Company a 8 well as the numerous pa
trons thereof.
Great Rat and Mouse Catcher.
At catching rats and mice, Tom is a
genius. His strategy is Napoleonic ana
'he combines with this a rapidity of mo
tion, despite his coppulence, that would
do credit to any cat.
Tom’'s method of cateching mice or
irats is described as follows by R, K.
'Rambo, of John Silvey & Co: Tom
Shipping or Receiving
Clerk of nine years' experience,
employed at present, desires to
change. Present empl&er( as
reference. Box 297, care Sunday
American.
We make harness. :
We make and re-.cover au
to tops.
We do repairing.
A complete line of auto lap
robes.
GOLDIN'S HARNESS
FACTORY,
130 Marietta Street.
. 4y i
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Feiy * o
5 4""5" 4
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: - -
TOM WHITE SILVEY,
will sit in a cornen, with eyes appar
rently shut and perfectly motionless. In
this position he looks wholly innocenl
and harmiess, He will sit this way for
lbnuu‘ looking like & ball of cotton
(Tom's &s white as January snow) All
the while & cloze observer will see Tom
look around from a corner of his one
half-closed eve. Finally the unsuspeci
ing prey ventures near. It comes clos
er until it reachss the psychological
point. Then Tom makes & rush, a lit
tie squeak is heard and the mouse is no
more. Tvnue is It with =+ts. Thus:ls
it with enemy cats. Tom’s spring nev
er misses.”
Likes Meat.
If there is one quality about Tom that
stands out sbove all others it is his
imuc-ufinx tendencies. He Is sald to
have & “cast fron” stomach and oiher
digestive organs of equal strengtin, while
‘his capacity for all kinds of feline deli
cacies is declared to be virtually unlim-
Jted. Silveyites buy him food three or
four times a day and still Tom is hun
gry. They would feed him all he de
sires, but are afraid he might soon be
come affected with ‘‘fatty heart,” a
disease pecullar to aged Tom cats.
At present Tom is so fat that It is
difficult to determine on looking at him
which is lepgth, breadth eor depth. |
Tom Is Modest. ‘
Tom is not conscious of his greatness.
Errand bov or millionaire, they all look
alike to him, When thev come within
the radius of his attention he ap
proaches them, extending the courtesy
of the firm. He is a truly human cat,
@s near as cats can be He possesses
one gquality many humans lack. -He
has no artificialities, respects no can
ventionalities, but eats meat, sleeps,
catches rats and mice, grows fatter and
fatter and acts the part of a weli-bred,
penitent. and truly representative feline.
ITis birthday urmnru.r‘y will be cels
brated by Silveyites in a manner be-‘
siting the occasion and whelly in keep
ing with the appetite of the guadru
ped. The date of the event will be dQ
closed later.
Arnold Has Good
.
Business Outlook
: T o
" The salesmen of the F. W. King Com- i
pany started out Monday on their ter
ritories and have been doing a fine busi
ness this week, according to W. H. Ar
nold, manager of the local branch. M.
Arnold sald business conditions are bet
ter than he had anticipated right after
.Chrisgtmas. "
ST tuvevlcrl report every one pros
‘perous throughout their territories and
‘ all the merehants confident of a bl(f vear,
The -high cotton prices, it was said, have
filled the country peopie“with optimism.
It has brought more money which is
being employed to the - fulfillment of
needs long deferred. The diversification
of orops also has been an importani
factor. . ;
. ee e i
.
Imports Will Pass
- Blockade, He Says
“The indications are that English and
French goods will come . through _all
right,” said H. B, Wey, of Dobb:i Wey
'Co., dealers in chinaware, fillassware
and the like, yesterday. Much of the
fmports of this firm have been tied uv
on account of the war and have been
very qifficult or almost impossible to
obtain. .
Mr. Wey declared that his.com“an,v
was enterlnfi, the new. year full of hope
with an outlook for better things, which
were wmanifesting themselves in im
proved general business conditions.
. Visits Friends
P. D. Yates, president of Ridley-Wil
lamson-Wyatt Company, Monday took a
“fiying trip” to his old “stamping
ground” in North Georgia. Mr. Yates
visited many friends to whom he used
to sell goods when he was still carry
ing a grip.
Mr. Yates likes t¢ make these visits
to the people who "welped to make him
president of one of the city's biggest dry
goods concerns, bit since securing that
position, his dutinrs in the house have
left him very little time to be absent
from the city.
Mr. Yates saldi he found every one
prosperous in North Georgia and all be
lieved that the coming year would be a
big one In every line of business.
RO . # T e
binson Co. Has
A Good Business
The fiscal New Year of A. M. Robinson
Company, *which started November 1,
1916, so far has been one of great com
parative prosperity, according to J. D.
Robinosn, president of the firm. Com
pared with November, 1914, a 100 per
cent increase was reported in trade that
month last yvear. And the increase dur
ing last Decéember over December, 1914,
was 60 per cent. .
The future bhusiness ‘‘booked” by the
company exceeds that of January and
February, 1914, combined. Mr. Robin
son declared his selling force is complete
and a good one. He added that he saw
no reason why 1916 should not be & ban
ner year.
Adams and Baldwin
To Be at Meeting
. L. Adams, head of the E. 1.. Adams
Wholesale Grocery Company, and J. L.
Baldwin, president of the Atlanta As
sociation of Credit Men, will attend a
meeting of the Natienal Credit Men at
Chicago, January 18 and 18. Mr. Adams
is chairman of the board of directors
of Adjustment Bureaus of the associa
tion, and Mr, Baldwin will %o as a meni
her of the national committee on Credit
Kxchange Bureaus.
e —
THOMPSON PRODUCE CO.
Wheolesale Commission Merchants
And Jobbers of Fruits, Vegetables, Game and
Poultry. Southern Distributors of Von Ammon’s |
Uniform Pack Apples.
No. 4 Produce Place, ATLANTA, GA.
\ I am the only original fence man.
I sell and erect all kinds of wire fencing.
I have been in the business for twenty years.
All work guaranteed to be done in first-class,
workmanlike manner.
C. A. WOOSTER
Phone Main 1637. 98-100 S. Forsyth St.
Atlanta, Ga. :
Instructions to Salesmen Show
How Georgia Merchants Can
Buy Cheaper Here.
The recent ralse in freight rales
means an additional talking peoint to
salesmen in selling to CGeorgia mer
chants, who can buy clleaper from At
lanta wholesalers than from those n
States farther ‘North, ,sccording to F.
K. Rambo, of John Silvey & Co. Mr.
Rambo has prepared a Yst of rates for
his salesmen which is so comprehensive
that it might prove of interest or henefit
to other local salesmen representing Af
lanta firma. The instructions and list
ihllo'l:
i “You, no doubt, have seen the recent
,wulbn in regard to & raise in freight
| rates. Yeu have also probably seen or
| will hear that Atlania's rate from Bos
| ton, New York, Philadeiphia and Balti
more has been ralsed-at least, put
| back to the old figure, which is
' First Fourth
From New York Class. Class
New rale. . . 1.14 0
Old rate. . .s 300 s
i “While this is true, the Interstate
l(.‘mluuol'ceo Commlission relatively raised
the rate from Lynchburg, Baltimore,
ll’hlh‘dpbh. etc., to points particularly
south of Atlanta. This, no doubt, will
work against our competitors In these
towns mentioned, as well as those that
buy in New York and Boston. For in
stance, we give you a schedule of the
rates from Baltimore to towns named,
and you will note the advance
From Baltimore to ‘
' Mrst Fourth
Cordele, Ga.- Class, Cioss.
New rate ... bola 1.07 8
}()ld SO ccosoes ; 8 €3
Adyance .o o
Hawkinsville Ga
[.\'o' rate ... 102 65
Old rate .... 85 s 1
Advance . T
Washington, Ga
'NOWw TBte ..o.:o o BO¥ 1
Old rate .......... st W "
AR A At e 8
gr.ru. Ga —
oW PO ..coveenine 1.0 65
Old POLe coeniivvvvrrrnness 85 sl
A e b
Cartersville, Ga.—
TR B o oonesirasnssosin MID 73
Old rate ......... e - 63
AOURRID .isciivesessccss 248 .’0
| Opelika, Ala,—
!.\‘awnu“..m. it T 33
[ Old rdte .......cocoen covs D 64
N L ke 08
Anniston, Ala.—
WBB iecessivcrshivies NN 7:
A SRR R T 8
' ABVEDOE . iscuirssisineres N 04
l “This will be a strong point in your
favor In presenting your line, as the
llnterfluto rates have not as vet been
| raised, and we use the first, fifth and
sixth class, instead of first and fourth,
which s intrastate rate.
Wire Fence Manls
Typical Southerner
C. A. Wooster, one of the original
ire fence men, is a typical Southerner
and a gentleman. This is the state
‘ment of his friends and patrons, many
of whom he has served for the last 20
yvears, ’
Mr. Wooster possesses the historic
Southern attributes of courtesy, hospi
tality and chivalry.
Mr. Wooster is located at 98-100 South
Forsyth street, where he sells all kinds
of wire fencing, in which he special
}lul. . Asked as to what he atributes
his success in this line Mr. Wooster in
variably answers: ‘‘Courtesy, prompt
ness, service, giving the pairon exactly
what he wants at a reasonable price.
Simmons Plating Works
Largest in the South
Silver, Nickel, Brass Plating.
Expert Repairing on Hotel
Silverware, Agito Lamps, Ra
diators, etc.
Bell Phone M. 1147.
125 8. Pryor St., Atlanta, Ga.
’ .
Printing Co. Busy
. Filling Big Orders
' E———m——
| The printing presses of the Orr Print.
ing Company are humming to the tuns
of & prosperous business such as the
company has net experienced tn months,
said Mathew Harper, head of the com
pany yesterday. .
Among the big erders recently re
celved was cne from a big Nurseries
concern which requested the following:
190.000 order i nke on white paper, 3.~
008 order blavks on blue paper, 2500
articles of agreemaent, 00 articles of
agreement, 2,000 confdential terms on
white paper, 600 confidential terms ou
blue paper.
This is but one of pnumercus bix or
ders being teceived weekly, besides
many smaller dally ones. Mr. Harper
believes the year 1918 will be & big one
all around, and points to these orders
as an indication that business men are
%mfiu tor & good year.
TRAVELERS' NEWS
E. H. Janes, northeast Georgia ter
ritory, will leave to-morrow morning
with his new lLine of imported goods. |
He travals for Dobbs & Wey Co., deai~
ers in chinaware, glassware and fthe
'ukl ; i
o 9 & |
| J. ¥. Davis, dress goods man of John |
' Siivey & Co, in company with Saw
Johnson, of the same firm, made a spe
cial trip along the Seaboard Ailr Line
Railroad last week. They turned in lig
!oldfrl. - |
- . -
; Clavde Smith, of A. M. Robinson, Co.,
gave his usual good account of himsell
last week.
. .W 9
Owing 1o the iliness of C. 1. Baldwin,
Atianta and West Point territory, of
Doughterty-Lit‘le-Redwine Co, D. L
Lasseter s covering his route. Mr.
Baldwin s hporlnd' improving grad
ually.
°- - A
Changes in the traveling force were
made by Montag Brothers. G. E. Bur
well, of Charlotte, N. C., ong of the
Pharmaceutical Association of that
State, now travels through North Car
olina. Lewis Moore, a well-known drug
l:fi-t and sundry salesman, of Texas.
'now covers mnorth Texas in place of
| Leopold Hein, who has been mnnomd'
{0 help William Montag In south Geor
gin. P. O. Becker, formerly in xmul
Carolina, now is In north Georgia |
gM W I
Charles 1. Willlamson, of A. M. Rob
inson Company, returned yesterday
from an extended trip ‘‘on the road.”
He reported @ good businesss with pros-.
perity on the increase.
- - -
Joe Cobb, head of the Cobb Cigar Co.,
sold large orders of “Above the Aver
age”’ cigars throughout the city last
week. |
- - - 1
George 8. Smith brought some,of his
South Carolina territories to the house!
of his firm, John Silvey & Co., last week
in his automobile. He ot ‘fine orders. ;
: . 0 2.
l Changes in the traveling force o!l
Dobbs & Wey Company are as rollow-:‘
¥. A. Belcher, southwest Georgia ter
ritory, is covering southwest Georgia In
place of J. W. O'Donnell, who is i 1
Mr. Belcher's home is at Cairo. E. L.
Kerrison wlil leave to-morrow for
southeast Georgia, territory formerly
C.H.S.
These names stand out like a lone star in a clouded sky.
They are the names of cigars, cigars of quality, cigars of mere
than ordinary excellence.
Good, clean, curling, super-cured tobacco—the finest grown—
makes up these three smokers’ favorites.
They smoke free and easy, and the aroma is one of delicious
voluptuousness.
For years they have stood the acld test, and to-day the sales
are bigger than ever, and the mighty army of smokers is being
added to, by leaps and bounds, right along.
Try a trial order. You'll be convinced.
New Year greetings!
J. N. HIRSCH, ATLANTA, GA.
G ‘
Our Men Go On the Road To-morrow
With a complete new line of samples of English Porcelains and other
:::sg:::)hl'e standand and novelty wares. We carry the largest line in
57 North Pryor Street, Atlanta. i Near EquitabeßuNil(xg
All Star Bows Are Always in Season
They are never'sold at
a Sacrifice. They are
made to suit the most
: N Lo fastidious. They are
:Ry %@ bows of superior quali
p ; “1;: ; e R ty. Standard price—
: j/' "i $226 a dozen.
S
\" — Purchase a- trial or
y der and be Convinced.
o
The All Star Manufaciuring Co.
Atlanta, Georgia
o i
AN 3L
e e 148
N .
1110 s L R 4
TN 2L
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Goldin Declares Past Season Was
|
Good One—Asserts Better
i Class Favor Prohibition.
| S
| A prosperous season in Savannah was
reported by David Goldin, head ot
Goldin's Harness Factory, who returned
l'ro'u & short visit to that etty last weell
| Mr. Goldin sald business men whom b
met at Savannah declared the year W
‘Mv. been better than they had el
pected
| One of the temporary causes of anms
fety, he mald, was the slimination of the
liquor traffic, which will throw hundreds
of persons out of employment. Hows
| ever, the better class of people are for
prohibition, and belleve that the cloving
of saloons will throw much meney Inte
other and better chaunels. In othey
words, money that formerly was spent 18
saloons will be given to the grocer, W 8
dry goods man, and others, While many
persons will be thrown out of work, they
| will finally settie down to other Noed
' which are more profitable and betten, B
was declared.
| Mr. Goldin declared that the Savaansh
business world was very much elnted
| over the establishment of & big suge®
Irafluon‘ at that city which, 1t was Des
lleved, was an indication of & -5
i outlook for & very prosperous YeAr,
l“'.“' stores are plentiful, it 's.
These are turpentine, rosin and ke
The wharves are In better econdition
than ever, said Mr. Goldin
covered by E. K. Pulton. W. J. Weems
will be In W Georgia, as well aa
along the Central Raliroad to Macon
and part of South Carelina.
Trip
to Atlanta is availe
ble to the merchant
who buys an ade
quate bill from the
members of the Mer
chants’ Association.
Write to
H. T. MOORE, Sec'y
Chamber
Commerce Bldg.
Atlanta, Ga.