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SELLING HOME FURNISHINGS A Training Program
SELLING HOME FURNISHINGS A Training Program
Prepared by ROSCOE R. RAU, Executive Vice President and Secretary National Retail Furniture Association and WALTER F. SHAW, Regional Agent, Business Education Service U. S. Office of Education For sale by the Superintendent of Documents, Washington 25, D. C. Price 75 cents [Pg ii] [Pg iii]...
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FOREWORD
FOREWORD
This bulletin has been prepared for use by those who seek self-improvement as members of a group engaged in the study of home furnishings and how to sell them agreeably, intelligently, and competitively. More than $2,500,000,000 is expended annually in this country for home furnishings. Under present conditions the layman cannot become an expert on the multitude of things he has to buy, and he must purchase many articles more or less blindly. Since much structural detail is hidden from view, the
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SPECIALIZED SELLING OF HOME FURNISHINGS AS A CAREER
SPECIALIZED SELLING OF HOME FURNISHINGS AS A CAREER
Selling home furnishings at retail is one of the most pleasant and fascinating of occupations. It is clean work, physically agreeable, mentally stimulating, and free from deadening routine. Moreover, it is a growing field with limitless possibilities. True, there always will be malcontents who proclaim that the people of America are losing interest in their homes, that restless excitement is their god. Facts indicate, however, that our people are turning their thoughts and aspirations, in increa
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INCREASING SALES AND EARNINGS
INCREASING SALES AND EARNINGS
There are three ways by which one can increase his sales and earnings: 1. Increase the daily average number of customers waited on. 2. Increase the average percentage of customers sold. 3. Increase the average volume of each sale. In order to increase your daily average of people waited on, you must (a) arrange to secure customers for the otherwise idle hours of the day; and (b) develop the ability to speed up the selling process, which will enable you to sell to more people during the active ho
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FUNDAMENTALS FOR GOOD SELLING
FUNDAMENTALS FOR GOOD SELLING
Sales experts are agreed that it is impossible to formulate a selling plan that will apply to all salespersons. There are no magic words to be spoken in the presence of potential buyers that will cause them to call loudly for an order blank and reach for a fountain pen. There are certain fundamentals which will help a man to become a better salesman. Webster defines tact as "a nice discernment of delicate skill in saying and doing what is expedient or suitable in given circumstances." Tact is on
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THE DAILY CHECK-UP—A PERPETUAL INVENTORY
THE DAILY CHECK-UP—A PERPETUAL INVENTORY
Elementary fundamentals should be brought up time and again. You may know you are beyond the stage where you need to be told to keep the ears clean, the hair combed, the shoes polished, and suits pressed, but there are some angles on this matter of keeping a perpetual personal inventory which may be reviewed profitably many times. Consider the advantages of a daily check-up. Some women are inclined to trust to first impressions of appearance and manner. A salesman may find it difficult and somet
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QUESTIONS
QUESTIONS
1. Do you think a salesman can be sincere and use "high pressure" methods at the same time? 2. Do you feel you are doing a customer a favor or imposing on her in urging her to come to a decision, particularly when grading-up? 3. A customer says: "I like this suite, but the price is a little more then I'd counted on paying." What is the best way of handling this customer to close a sale? 4. A customer says: "I've just about decided on this one, but I'd like my husband to see it." What is the righ
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SUGGESTED READING LIST
SUGGESTED READING LIST
Bolling, Cunliffe L. Retail Salesmanship. Sir Isaac Pitman & Sons, Ltd., London, 1930. Kenagy, H. G. and Yoakum, C. S. The Selection and Training of Salesmen. McGraw-Hill Book Co., Inc., New York, N. Y. 1925. Kelsey, Clark. Furniture: Its Selection and Use. National Committee on Wood Utilization, United States Department of Commerce. Superintendent of Documents, United States Government Printing Office, Washington, D. C. National Retail Dry Goods Association, 101 West Thirty-first Street
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SALE OBJECTIVES
SALE OBJECTIVES
When you start toward the display floor with a customer who has asked for a particular article, you have—or should have—five objectives: 1. To close a sale, if possible, for an article of the best quality warranted by the customer's needs and means. 2. To sell any additional merchandise in which you can arouse an interest. 3. To make the sale in such a way that the merchandise will stay sold, and the customer will become a loyal business friend. 4. To secure and record any information as to the
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STARTING THE SIMPLE SALE
STARTING THE SIMPLE SALE
The experienced salesman is accustomed to form a quick judgment of the customer and to base his opening procedure on that judgment. The technique presented here is designed particularly to help this salesman make large sales or handle small sales which may be expected to produce future business. Let us assume that your customer has not asked for an advertised chair, and that there is nothing in her appearance or manner to enable you to make a close guess as to her tastes and means. All you know
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THE ALL-IMPORTANT INTERVIEW
THE ALL-IMPORTANT INTERVIEW
Upon leaving the elevator take your customer directly to an easy chair which you know to be good-looking and comfortable, conservative both in design and coloring, and neither your cheapest nor your most costly quality. By choosing a conservative rather than an extreme style you run no risk of impairing her confidence in your taste and judgment, and by picking a piece in the middle price range you run no risk of offending her if she is in the market for a costly chair, or of alarming her if she
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THREE GENERAL CONSIDERATIONS FOR CLOSING SALES
THREE GENERAL CONSIDERATIONS FOR CLOSING SALES
Some salesmen make the serious and costly mistake of assuming that every customer will be exacting and hard to sell, and that a large percentage of them enter the store with no real intention of buying. The really able salesman knows that this is not true. Under present conditions the woman who enters a furniture store or department may be presumed to have an active interest in furniture. When you have found her real needs and offered her something that satisfies them, there in an excellent chan
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MEETING THE CUSTOMER
MEETING THE CUSTOMER
All first impressions and most sales start at the front door of your store or department. For any lack of promptness and courtesy at this point there will be a penalty. Anyone who enters the store should be met immediately. If it happens to be a customer, whether man or woman, a long delay for any reason will be resented, and even a moment's pause to finish a conversation may be regarded as an affront. It is impossible to overestimate the importance of this matter, both to yourself and to your h
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QUESTIONS
QUESTIONS
1. This unit discussed three methods of starting the sale. How would you proceed to sell furnishings for the new clubhouse at the community center? 2. What would you do to correct a wrong attitude toward use of certain types of furniture in a living room? 3. A woman tells you that she cannot afford costly furnishings. What steps would you take to show her that good taste is not necessarily expensive? 4. Of what advantage is the study of advertising to the young man who expects to become a furnit
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SUGGESTED READING LIST
SUGGESTED READING LIST
(Most libraries will have other excellent books discussing retail salesmanship and these should be consulted freely.) Rolling, Cunliffe L. Retail Salesmanship. Sir Isaac Pitman & Sons, Ltd., London and Pitman Publishing Co., New York, N. Y. 1930. de Schweinitz, Dorothea. Occupations in Retail Stores. International Text Book Co., Scranton, Pa. 1937. (Study sponsored by National Vocational Guidance Association and the U. S. Employment Service). Jackson, Alice and Bettina . The Study of Int
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HOW TO DEMONSTRATE VALUES
HOW TO DEMONSTRATE VALUES
Old or young, rich or poor, we are much alike. What interests us is what touches ourselves. When we make our choices we do not always accept or reject things because of their intrinsic worth but because they appeal strongly to the group of instincts, emotions, and habits which just then is motivating the inner life and influencing decisions. The salesman who is clever enough to present his merchandise in the ways that appeal most directly and powerfully to these inner controls enjoys a great adv
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CONTRAST IN BUYING METHODS OF WOMEN AND MEN
CONTRAST IN BUYING METHODS OF WOMEN AND MEN
In this bulletin the buyer of home furnishings is referred to as "she." This is done partly for simplicity, and partly because most buyers are women. As a matter of fact, men do play an extremely important part in the purchase of home furnishings, and they are likely to be the determining factor in large sales. This is so much the case that clever salesmen and decorators frequently try to get the man involved even in the earlier stages of a large sale, while many highly successful oriental-rug m
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ENRICHING YOUR VOCABULARY
ENRICHING YOUR VOCABULARY
Ability to talk well is an invaluable asset to the salesman of home furnishings. It will not take the place of a winning personality, or of energy, enthusiasm, and knowledge; but it will raise any or all of these factors to a higher power, and make them vastly more productive. An unpleasant voice, stumbling and hesitant utterance, faulty grammar, and a narrowly limited vocabulary are serious handicaps. Even in small and ordinary transactions, and in dealing with customers whom you might not supp
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HIDDEN FACTORS THAT INCREASE SALES
HIDDEN FACTORS THAT INCREASE SALES
Since ancient times, the sense of touch and the sensation of feel have been important factors in the buying and selling of practically all commodities. To see a piece of smooth satin partially sells a prospective customer, but to feel its soft texture in her fingers makes the luxury of the fabric a reality, something to own and cherish which will enhance her loveliness, and this hidden value, expressed in the sense of touch, is usually the factor which makes the customer buy better merchandise t
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QUESTIONS AND EXERCISES
QUESTIONS AND EXERCISES
1. How will a knowledge of the processes of manufacturing of an article enable the salesman to explain its wearing qualities, its price, its sanitary qualities, its fitness for a particular location within a room, and its appearance? 2. What types of information may a home furnishings salesman get from a public library? 3. What sources of merchandise information are available to you and how familiar are you with them? 4. What five kinds of special information are needed by retail salesmen? 5. Wh
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SUGGESTED READING LIST
SUGGESTED READING LIST
Armold, Perry B. The Road to a Sale. The Armold Sales Training Institute, Los Angeles, Calif. 1935. Duncan, Dorothy. You Can Live in an Apartment. Farrar & Rinehart, Inc., New York, N. Y. 1939. Hayter, Edith Fletcher. Retail Selling Simplified. Harper & Bros., New York, N. Y. 1939. Ivey, Paul W. Successful Salesmanship. Prentice-Hall, Inc., New York, N. Y. 1939. Richert, G. Henry. Retailing Principles and Practices. Gregg Publishing Co., New York, N. Y. 1938. Van Brussel, Emily.
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SIGNIFICANCE OF STYLE
SIGNIFICANCE OF STYLE
Salespersons frequently find it necessary to deepen a customer's appreciation of the fitness and beauty of a piece by the presentation of one or more additional selling features, of which the most important are construction or technical excellence, attractiveness of materials or finish, and beauty of design or style. This should do two things: 1. Enhance the value of your merchandise. 2. Enable you to reveal technical or artistic knowledge which will increase the customer's respect. There is no
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PERIOD STYLES FROM RENAISSANCE TO EARLY COLONIAL
PERIOD STYLES FROM RENAISSANCE TO EARLY COLONIAL
Furniture is and always has been a utility and an expression of human ideals. In order to understand period furniture and to talk about it with convincing enthusiasm we must be able to see beyond it to the people who created and used it. For our purpose, we confine this summary to the historic period beginning about 500 years ago, which covers the development of furniture as we know and use it today. Speaking broadly, the social trends during this period were from insecurity to security; from de
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AMERICAN STYLES
AMERICAN STYLES
The early colonists came from England to Virginia, New England, and parts of Pennsylvania; from Holland to the Hudson River country and Delaware; and from Germany to parts of Pennsylvania. The little furniture brought with them, as well as the ideas upon which they proceeded to build and furnish their homes in the New World, were representative of the common houses of the small towns and countryside of their native lands. (See fig. 45, see page 212 .) The interest in Early American art is now so
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USING STYLE APPEAL IN SELLING
USING STYLE APPEAL IN SELLING
We may use style appeal in selling furniture of any quality except the poorest to customers of any level of taste except the lowest. The salesperson should have some appreciation of the importance and dignity of furniture, and a fair working knowledge of the forms, materials, and ornament of the several period styles. We must remember three things: 1. All furniture is derived, however remotely, from earlier forms and therefore can be identified with a style appeal. 2. American women have become
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QUESTIONS
QUESTIONS
1. How would you make a style appeal based upon period decoration to a customer who professed contempt for modern machine-made furniture? 2. What steps would you take in selling a reproduction of the Chippendale splat-back chair? 3. What are the characteristics of the four outstanding furniture periods known as the French, Early English, Georgian, and American? (Consider each period from the viewpoint of historic date, lines, proportions, woods, upholstering fabrics, and modern use). 4. Why may
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SUGGESTED READING LIST
SUGGESTED READING LIST
Burrows, Thelma M. Successful Home Furnishing. Manual Arts Press, Peoria, Ill. 1938. Fales, Winnifred. What's New in Home Decoration? Dodd, Mead & Co., Inc., New York, N. Y. 1936. Goldstein Harriet and Vetta . Art In Every Day Life. The Macmillan Co., New York, N. Y. 1925. Kimberly, W. L. How To Know Period Styles In Furniture. Grand Rapids Furniture Record Co., Grand Rapids, Mich. 1912. Koues, Helen. How To Be Your Own Decorator. Tudor Publishing Co., New York, N. Y. 1939. Powell, Lydia
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VALUE AND PRICE IN RELATION TO HOME FURNISHINGS
VALUE AND PRICE IN RELATION TO HOME FURNISHINGS
The materials in a piece of furniture, and the way those materials are put together, affect not only its appearance, but also its durability and behavior in service. Appearance and durability both help to determine value. They are factors which usually influence a customer toward or against a purchase. But the customer, unaided, cannot be expected to see and appreciate these factors at their true importance. Therefore a sound knowledge of materials and construction, plus ability to use that know
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PRINCIPAL FURNITURE WOODS
PRINCIPAL FURNITURE WOODS
In all periods of high civilization men have felt a deep interest in the furniture woods. The sheer beauty of these woods, their association in sentiment and legend with the noble trees of many lands, their never-ending, never-repeating variations of figure and shading, the romantic stories of their journeyings by ship or caravan from the far ends of the earth—these things always have delighted men and women of taste. Undoubtedly they who sell furniture know too little about the furniture woods,
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MAKING THE MOST OF WOOD STRUCTURE AND ITS APPEAL TO THE EYE
MAKING THE MOST OF WOOD STRUCTURE AND ITS APPEAL TO THE EYE
As is well known, trees grow in diameter by the addition of new layers of wood, one of which forms just under the bark each year during the life of the tree. If growth is rapid, these layers, which are known as annual rings , will be relatively thick; if slow, they will be thin. In warm climates the growth of many trees is almost continuous, the fiber relatively uniform, and the annual rings very slightly marked. In cold climates growth is rapid in spring and summer, but almost ceases in winter,
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IMPORTANCE OF CRAFTSMANSHIP
IMPORTANCE OF CRAFTSMANSHIP
Furniture making is one of the oldest of human industries. For thousands of years it remained a craft industry. The transition to a machine industry began about 100 years ago. Since then, and especially within recent years, the use of machinery has been developed to a point of extraordinary efficiency. It is this fact alone which makes good furniture so low in price today. Indeed, were it not for the machine, most persons would have little furniture, and that of the crudest kind. Figure 20.—Show
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QUESTIONS AND EXERCISES
QUESTIONS AND EXERCISES
1. What factors determine selection and use of any particular wood for a given purpose? 2. If a plain style table having a flat top and four legs were advertised as "Combination Mahogany" from what would you believe that table was made? 3. What are the essential differences between the Classic-Modern development and the Functional-Modern development? 4. How should you answer a customer who held the view that there was something shoddy and false about veneer? 5. What are the "concealed values" in
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SUGGESTED READING LIST
SUGGESTED READING LIST
Baldwin, William H. The Shopping Book. The Macmillan Co., New York, N. Y. 1929. Britannica, Encyclopedia. 14th Edition, vol. 22, pp. 217-221. Compton's Pictured Encyclopedia. 1939. vol. 7, pp. 98-107. Koues, Helen. How to Beautify Your Home. Good Housekeeping, New York, N. Y. 1930. Muller, Joseph L. American Hardwood Plywood. Forest Products Division, Bureau of Foreign and Domestic Commerce, United States Department of Commerce. 1940. Superintendent of Documents, United States Government Printin
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SELL EQUIPMENT TO MEET CUSTOMER'S NEEDS
SELL EQUIPMENT TO MEET CUSTOMER'S NEEDS
The retail selling of sleeping equipment, in the opinion of many store executives, calls for more skill and study than almost any other line, but to the man who really knows his merchandise there is no easier line to sell and few which offer greater opportunities for increased earnings and personal satisfaction. No other line of merchandise needs intelligent selling as much as does sleeping equipment. The consumer, through magazines and newspapers, is learning much about style, decoration, and p
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MATTRESSES AND SPRINGS
MATTRESSES AND SPRINGS
The bedding salesman is concerned principally with those articles of bedroom equipment which most directly determine the sleeping comfort of the user. These are mattresses, bedsprings, and pillows. In addition, the bedding department generally includes studio couches and sofa beds into which mattresses and springs have been built. The mattress may be considered the department's basic item. Not only are more mattresses sold than any other article, but also a properly made mattress sale frequently
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PILLOWS
PILLOWS
Of all articles of bedding, pillows should be the easiest to present in the light of their distinctive features. They contain no coils or patented mechanism. Yet there is a tremendous difference between a poor pillow and a good one. Certainly many use pillows too old to have retained their resiliency and complete comfort. Good pillows are a part of beautiful and satisfactorily equipped bedding ensembles. Do not diminish your service by failing to speak of this. Many of your customers who are act
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STUDIO COUCHES AND SOFA BEDS
STUDIO COUCHES AND SOFA BEDS
The modern trend toward small houses and efficiency apartments has created a demand for furniture which can be converted from ordinary daytime uses into beds at night. By far the most popular in this field are studio couches and sofa beds. (See figs. 22A and 22B, page 106 .) The studio couch for many years has been a standard auxiliary bed. In its simplest form it consists of two parts, one on top of the other and each containing upholstered springs. These two parts when placed side by side make
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QUESTIONS
QUESTIONS
1. What is the first step in becoming a better bedding salesman? 2. Under what circumstances may cut-out samples be used to the best advantage? 3. What information do you need from the customer in order to recommend intelligently the right mattress and bedspring? 4. What reasons can you give the customer to convince her that she should buy quality sleeping equipment? 5. How do you overcome the customer's objection that competitors' stores are selling mattresses $10 cheaper? 6. Why should you str
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SUGGESTED READING LIST
SUGGESTED READING LIST
Figure 29.—This fernery server, part of a new eighteenth century dining-room suite, gives the new interpretation to functional pieces in period design. The attractive server with compartment for glasses and a service shelf for plates, cups, and the like, is equipped with two metal plant containers. The rug is an all-over textured olive green Axminster. Unit VII.—AN INTRODUCTION TO THE ART OF INTERIOR DECORATION...
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INTERIOR DECORATION AS A SELLING METHOD
INTERIOR DECORATION AS A SELLING METHOD
The art of interior decoration is the skillful use of furnishings in keeping with the architectural factors of a room to create a harmonious setting adaptable to the social, economic, and personal use of the occupants. A room may be said to be beautiful if it gracefully, effectively, and adequately fills the purpose for which it is intended and takes into consideration the habits of all members of the family using it. The salesman who creates a room which adequately and harmoniously fills the pu
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EMOTIONAL VALUES OF LIGHT, COLOR, LINE, AND PROPORTIONS
EMOTIONAL VALUES OF LIGHT, COLOR, LINE, AND PROPORTIONS
Everything used in furnishing a room may be resolved into its elements of light, color, line, and proportion. Psychologists have shown that colors influence the mood of an individual, and create emotional values which may be stated as follows: To understand and correctly use light and shade, one must have a basic understanding of values and know how by using these values different effects may be achieved. Using as a key a scale of nine values (bearing in mind that the term value means degree of
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COLOR MANAGEMENT IN DECORATION
COLOR MANAGEMENT IN DECORATION
The moment anyone undertakes to furnish a home, that moment he begins to use color. Ross Crane, when conducting experiments in which color schemes for complete rooms were planned and executed step and step, determined that there are only four steps to take in building a color scheme. [15] These four steps are: 1. Decide on a dominant or controlling color. 2. Decide on the colors to go with it. 3. Bring these colors into the room in everything. 4. Accent the scheme by means of small objects (flow
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PRINCIPLES OF FURNITURE ARRANGEMENT
PRINCIPLES OF FURNITURE ARRANGEMENT
"Next in importance to the actual selection of furniture and accessories is a skillful and sensible arrangement of it all in a room. Every salesman should understand that in the placing of the furniture you may make a small room appear more spacious; a large barn-like one seem more cozy; express the idea of formality or informality; quiet restfulness or agitated confusion, sedateness or gayety, order or disorder." [17] One secret of getting a homelike quality in the arrangement of furniture is t
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SUGGESTED READING LIST
SUGGESTED READING LIST
Burrows, Thelma M. Successful Home Furnishing. The Manual Arts Press, Peoria, Ill. 1938. Crane, Ross. Interior Decoration. The Seng Co., 1430 North Dayton Street, Chicago, Ill. 1928. Fales, Winnifred. What's New In Home Decorating. Dodd, Mead & Co., New York, N. Y. 1936. Gillies, Mary Davis. Popular Home Decorations. Wm. H. Wise & Co., New York, N. Y. 1941. Goldstein, Harriet and Vetta . Art In Every Day Life. Macmillan Co. 1925. Jackson, Alice and Bettina . The Study of Interior
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DRAPERY AND UPHOLSTERY FIBERS AND FABRICS
DRAPERY AND UPHOLSTERY FIBERS AND FABRICS
Fibers used in the manufacture of home furnishing materials are both of animal and of vegetable origin. The former include the true and "wild" silks; wool, or sheep's hair; mohair, the hair of the Angora goat; horsehair, chiefly from the tail and mane; and in limited quantities the hair of the cow, pig, camel, and rabbit. Vegetable fibers include cotton, rayon, flax hemp, jute, ramie, kapok, palm fibers, moss, coir, and paper made from wood pulp. Their general characteristics are discussed here.
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FLOOR COVERINGS
FLOOR COVERINGS
It is well to remember that the foundation of every decorating scheme rightly should be the floor-covering. One's rugs or carpetings may contrast with the wall treatment, or they may complement it, but next to the room itself they are the largest color expanse. A good deal of thought needs to be given to the floor covering's selection. One can well afford to invest slightly more in this decorative accessory and obtain the soft new colors which lend so much charm to furniture groupings. Floor cov
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SELLING COVERINGS FOR OTHER FLOORS[25]
SELLING COVERINGS FOR OTHER FLOORS[25]
Information gained in the discussion of the problems, plans, and thinking of the customer as to color likes and dislikes, and harmony in color and design, opens the way for discussion and possible sales of floor coverings for other rooms. It may be accepted that every purchaser of a rug or carpet has definitely in mind plans for other rooms. She has cherished, if unexpressed, schemes for changes, improvements in all her rooms. The merchandise she has seen, rest assured, has stimulated interest a
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USE OF ENSEMBLES IN SELLING[26]
USE OF ENSEMBLES IN SELLING[26]
Into selling in recent years has come a most efficient method of proving just how a specific rug or carpet will look in combination with other furnishing elements. This is the ensemble or group method, for the word "ensemble" means an assembling or grouping. Whether it be the simplest kind of ensemble, displaying only the rug or carpet, with lengths of drapery and upholstery fabrics, and built by the salesman before the eyes of the customer; or the most complete and elaborate form, the model roo
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QUESTIONS
QUESTIONS
1. Under what conditions would it be good salesmanship to change arrangement of a suite on the display floor, or to bring in rug, draperies, table runner, glass, or silver as a means to closing a sale? 2. What technical information does a good salesman need to use in demonstrating concealed values in upholstered furniture? 3. How do you demonstrate values in floor coverings? 4. What procedure do you follow in seeking to produce the largest volume of sales from paid-up, inactive accounts? 5. What
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SUGGESTED READING LIST
SUGGESTED READING LIST
Americana, Encyclopedia, Textiles and Textile Manufacture. Baldwin, William H. The Shopping Book. The Macmillan Co., New York, N. Y. 1929. Britannica, Encyclopedia. Burrows, Thelma M. Successful Home Furnishing. Manual Arts Press, Peoria, Ill. 1938. Davis, M. J. "Principles of Window Curtaining." Farmers Bulletin No. 1516 , United States Department of Agriculture, Washington, D. C. Fales, Winnifred. What's New in Home Decorating. Dodd, Mead & Co., Inc., New York, N. Y. 1936. Faraday, Cor
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FURNISHING THE LIVING ROOM
FURNISHING THE LIVING ROOM
The living room is the heart of the home. It is here that members of the family meet and spend a great part of their time; here that friends and guests are entertained; here that "memories are made." The woman is rare who does not recognize the importance of her living room both as a factor in family life and as an index of her own position, taste, and skill. Since the family living room is the show window of the home it is well to convey to the customers' mind that the personality of herself an
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DISTINCTIVE HALL FURNITURE
DISTINCTIVE HALL FURNITURE
The hall really sounds the keynote for the whole house, and does much to make or mar its beauty; it is the place in which strangers and guests form their first and last impressions of the home and the ideals and tastes of the household. In most houses the decorative importance of the hall is undervalued and the room itself is underfurnished and far less inviting and attractive than it could and should be. In order to expand sales of hall furniture by the suggestion and sale of related merchandis
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SECURING HOSPITABLE DINING ROOM ATMOSPHERE
SECURING HOSPITABLE DINING ROOM ATMOSPHERE
The dining room should have an atmosphere of cheerfulness and hospitality both under natural and artificial lighting; and since it is occupied but three times a day at most, and for short periods only, its decorative treatment may have more "snap" than would be agreeable in the living room. To produce an atmosphere of cheerfulness and hospitality, emphasize: Warm or light pastel colors particularly in the walls. Ample light, properly controlled. Curved lines, and curvilinear shapes to soften har
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ENSEMBLE SELLING
ENSEMBLE SELLING
Sales of living room merchandise fall into two classes: Piece sales , involving the selection of one or more pieces for use in a room already partially furnished; and ensemble sales , involving the selection of most or all of the furnishings necessary to equip completely a room, or even a house. These two types of sales present different problems and require the use of different methods. However, they are alike in two important respects. In all of them the self-interest of the buyer is the deter
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QUESTIONS
QUESTIONS
1. What methods do you follow in reducing to a minimum the kinds of competition a salesman must meet in selling furniture for the living room? dining room? 2. A salesman asks his customer: "Just what kind of studio couch do you have in mind?" Why is this bad practice? 3. Why do you use a floor-plan idea for getting a picture of the background which has brought a customer to your store? 4. Suppose a customer seems determined to purchase a piece of furniture which you know is not suited for her us
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SUGGESTED READING LIST
SUGGESTED READING LIST
Burrows, Thelma M. Successful Home Furnishing. Manual Arts Press, Peoria, Ill. 1938. Draper, Dorothy. Decorating Is Fun. Doubleday, Doran & Co. New York, N. Y. 1939. Goldstein, Harriet and Vetta . Art In Every Day Life. The Macmillan Co., New York, N. Y. 1925. Hagman, I. C. Walls As Background In the Livable Home. Circular 237, University of Kentucky. 1930. Koues, Helen. How To Beautify Your Home. Good Housekeeping, New York, N. Y. Palmer, L. Your House. Boston Cooking School Magazine Co
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FURNISHING THE BEDROOM
FURNISHING THE BEDROOM
Many still think of the bedroom only as a place in which to sleep. In point of fact often it is used as a secluded sitting room where one may close the door and rest, shutting out the cares and activity of a busy day. It should more properly be called a relaxation room, and furnished with that thought in mind. To meet this trend toward more diversified bedrooms, the salesperson should organize his stock mentally on the basis of night stands, desks, boudoir chairs, chaise lounges, lamps, and book
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FURNISHING THE SUNROOM
FURNISHING THE SUNROOM
The sunroom, though of ancient origin, [28] is a comparatively recent addition to the American home. Its rapid development doubtless is due to widening popular confidence in the therapeutic value of sunlight. Today's sunroom is in practice an informal lounging room which takes the place of the disappearing back parlor, and as such is a highly useful and important part of the home. Add the fact that it can be, and usually is, so decorated as to offer the relief of striking and colorful contrast t
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EQUIPPING THE BREAKFAST ROOM AND KITCHEN
EQUIPPING THE BREAKFAST ROOM AND KITCHEN
The breakfast room has no fixed position or character. It may be a nook or small alcove, equipped with built-in table and settles, and decoratively a part of the kitchen; an important room of fair size and pronounced individuality; or—as is often the case—a room so small as to be pretty well crowded by a small table, four chairs and their occupants, and connected with the dining room by a cased opening or French doors. The proper aims of breakfast room decoration are (a) to make it as comfortabl
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FINAL EMPHASIS FOR ALERT SALESPERSONS
FINAL EMPHASIS FOR ALERT SALESPERSONS
Since we are working in a free country which now contains more than 40,000 retail furniture outlets, it should be clear that we cannot make anyone buy anything. Selling continues to be chiefly a matter of people, not of goods in stock; for example, we find one dealer, operating with a small stock in a small town, complaining that all the good business goes to the city; while a second dealer, operating with a similar stock in a similar trading area, allows almost nothing to get away from him. The
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QUESTIONS
QUESTIONS
1. What do you do when your customer says, "I will wait for the spring sales?" 2. In what ways may good window display aid you in selling bedroom furniture? 3. Illustrate, if possible from your experience, the use of the complete "room picture" method. 4. What are the advantages of glass curtains? 5. Under what conditions would you sell pieces from different suites for the same bedroom? 6. Give a demonstration of harmony in furniture for the sunroom. 7. What part may effective use of the English
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SUGGESTED READING LIST
SUGGESTED READING LIST
Baldwin, William H. The Shopping Book. The Macmillan Co., New York, N. Y. 1929. Fales, Winnifred. What's New In Home Decoration. Dodd, Mead & Co., New York, N. Y. 1936. Knauff, Carl G. B. Refurbishing The Home. McGraw-Hill Book Co., Inc., New York, N. Y. 1938. Koues, Helen. How To Beautify Your Home. Good Housekeeping Institute, New York, N. Y. 1930. Palmer, Lois. Your House. Boston Cooking School Magazine Co. 1928. Powell, Lydia. The Attractive Home. The Macmillan Co., New York, N. Y. 1
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LAMPS AND LIGHTING
LAMPS AND LIGHTING
Those engaged in selling home furnishings are well aware of the fact that accessories of all types are important factors in increasing sales, and that by suggesting the use of proper accessories, many "plus" sales are made. Many times, new accessories are so incongruous with the other older furnishings in the room, they have caused an entire room to be refurnished and brought up to date. This is particularly true of lamps. We are standing today on the threshold of an entirely new era in lighting
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PICTURES AND MIRRORS
PICTURES AND MIRRORS
Pictures and mirrors are important accessories in present day decorating and their correct use can change the appearance of the entire room. Pictures vary according to size, subjects, and medium used. There is no set, all-comprehensive rule for the use of pictures, but certain types of pictures are used with certain types of settings either because the subject matter confines it to a certain period, or the technique used is in keeping with a definite century. Frames many times control the use of
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WALL DECORATIONS
WALL DECORATIONS
In addition to mirrors and pictures, there are many other types of wall decoration. Sconces, or small shelves nailed to the wall on which plants or small art objects are placed, are growing in popularity. Wall brackets for growing plants, knickknack shelves, corner shelves, clocks, plates mounted on wall holders, murals, and tapestries are all used in today's decorative scheme. In an eighteenth century room, an effective grouping can be made of three wall sconces arranged in pyramid fashion, on
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PLASTICS ENTER THE HOME FURNISHINGS FIELD
PLASTICS ENTER THE HOME FURNISHINGS FIELD
For years plastics have been of major importance in the industrial field. Now the chemist's test tubes are revealing new and outstanding uses for plastics in architecture, lighting, decorator's accessories, furniture novelties, and miscellaneous items. The records show that 160,000,000 pounds of plastics are produced in a single year in the United States alone, and that new plastics are being developed at the rate of one a year. This evolution of plastics has made possible large-scale production
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"DO'S" AND "DON'T'S" FOR THE SALESPERSON
"DO'S" AND "DON'T'S" FOR THE SALESPERSON
Every salesperson has his own technique for closing a sale, but there are certain methods which seem to impress favorably the potential customer and others which react unfavorably. Among the objectionable selling methods is that of making personal comparisons; for example, to tell a customer that you have a chair, a lamp, or a rug exactly like the one she is buying usually does not impress her. The average customer likes to feel her taste is superior to the salesperson's and that she can afford
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QUESTIONS
QUESTIONS
1. What is the most satisfactory arrangement of lighting units for a living room? A dining room? 2. What is cove lighting? 3. "The texture of objects determines the amount of colored light they will absorb." Explain. 4. Explain the terms: Candlepower, footcandles, lumens, parabolic reflector, and indirect lighting. 5. Under what conditions would you advocate the use of tapestry wall hangings? 6. Are you familiar with the light specifications worked out by the Illuminating Engineering Society, 61
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SUGGESTED READING LIST
SUGGESTED READING LIST
Burris-Meyer, Elizabeth. Decorating Livable Homes. Prentice-Hall, Inc., New York, N. Y. (1937.) Crane, Ross. Home Furnishing and Decoration. Frederick J. Drake & Co., Inc., Chicago, Ill. (1933.) Eberlein, McClure, Holloway. The Practical Book of Interior Decoration. J. B. Lippincott Co., Philadelphia, Pa. (1919.) Fales, Winifred. What's New in Home Decorating. Dodd, Mead & Co., Inc., New York, N. Y. (1936.) Jackson, Alice and Bettina . The Study of Interior Decoration. Doubleday,
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Appendix A:—GLOSSARY OF TERMS
Appendix A:—GLOSSARY OF TERMS
Acanthus leaf. —A classical ornamental form, derived from the acanthus plant. Arabesque. —Intricate interlacing ornament, in the Arabian manner. Arcade. —A series of arches, supported by columns (fig. 10, page 59 ). Aubusson. —A fine quality of hand-made tapestry; originally made at Aubusson, France, used for carpets or upholstery. Baluster. —In architecture, a turned or square upright support for the rail of a balustrade; in furniture, a splat with the outlines of a baluster. (See fig. 22, page
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Appendix B.—GENERAL READING LIST
Appendix B.—GENERAL READING LIST
In order to avoid confusion, this list is restricted to a few books which are adequate for our present purpose, and usually are to be found in every public library. Books dealing with materials, construction, and special aspects of home-furnishing practice, and with salesmanship and merchandising principles are listed for suggested reading at the end of each unit. The new Encyclopedia Britannica (14th edition) contains an astounding wealth of well written and beautifully illustrated material ver
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Appendix C.—A SUGGESTED TEACHING OUTLINE FOR A GROUP LEADER
Appendix C.—A SUGGESTED TEACHING OUTLINE FOR A GROUP LEADER
Unit IV contains much more material than can be discussed at one meeting. The group leader must be selective and decide which points are to be developed at the group meeting. Two programs are suggested. 1. Opening remarks by the group leader (5 minutes): a. No matter what kind of furniture we stock and sell, we first must have a working knowledge of the historic styles. b. This unit contains condensed information on period decoration. You will not need to learn all these details thoroughly—at le
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Appendix D.—THE LEADING FURNITURE WOODS
Appendix D.—THE LEADING FURNITURE WOODS
Acacia. —Africa, Australia, and generally throughout the warmer regions of the globe. The 550 species of acacia include several valuable timber woods, among them the Australian blackwood and acacia koa (see Koa) of the Sandwich Islands. Acacia was used as a furniture wood in the Byzantine and Romanesque styles more than 1,200 years ago. Amaranth. —Chiefly from British Guiana, South America. Also known as purpleheart tree and violet wood. It is of fair size; wood heavy, hard, and of a deep purple
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Appendix E.—COMMON RUG TERMS[34]
Appendix E.—COMMON RUG TERMS[34]
Burling. —An inspection treatment after weaving, to straighten up sunken tufts, to clip off long tufts, and otherwise add to finished appearance of fabric. Chenille. —A soft tufted or fluffy cord of cotton, wool, silk, or worsted, made by weaving four warp threads about soft filling threads, afterward cut. Filling. —Threads thrown across the warp to fill up space between knots. Ground color. —The prevailing color against which other colors create the motif or design. Jaspe. —Broad irregular stri
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Appendix F.—AN ADVERTISING CHECK LIST
Appendix F.—AN ADVERTISING CHECK LIST
This advertising check list was worked out by the Chicago Tribune for appraising the effectiveness of retail advertising. Copy which gets 70 points or better has proved to be satisfactory. Sample checking of your advertisements against this table occasionally is suggested....
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Appendix G.—FIVEFOLD SELLING PLAN FOR FLOOR COVERINGS[35]
Appendix G.—FIVEFOLD SELLING PLAN FOR FLOOR COVERINGS[35]
One furniture store has enjoyed a record of sales increases every month but one for the last 2 years in the floor coverings department. This is attributed to a fivefold merchandising approach based upon "style" and "value." During the entire year, other than at special "sales periods" this company promotes oriental reproductions, finer broadloom (tone on tone) carpeting, washed carpet, inlaid linoleum (yard goods), always accenting "Style" and the necessity of fine floor coverings in relation to
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Appendix H.—COLOR AND STYLE IN MODERN ADVERTISING COPY?
Appendix H.—COLOR AND STYLE IN MODERN ADVERTISING COPY?
For months we have been interested in checking home-furnishings advertising copy in daily papers. This easily may become more than an absorbing pastime. As this is written, there is before us copy of a double-page spread by a well-known company which sells home furnishings. The copy fairly shouts color, tapestries, and period styles. Even brief study of the copy will show how many and varied are the offerings to meet ever-increasing competitive demands for something new. This one piece of copy—t
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Appendix I.—CHECK LIST FOR PLANNING A STORE-WIDE PROMOTION
Appendix I.—CHECK LIST FOR PLANNING A STORE-WIDE PROMOTION
(Courtesy the National Retail Furniture Association, Chicago, Ill.) 1. Opening date; closing date. ( Note. —The most successful store-wide promotions run 10 days. Two weeks should be the limit. Make your plan at least a month ahead. Be all set at least a week in advance.) 2. Name. (This should include at least a hint of the reason why you are holding this sale.) 3. Merchandise to be featured. (See that a good percentage of this is new merchandise, items that you have never run before. Store-wide
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