which their customers already have. They seem to think that the best way to bring out the fine qualities of their own corsets is by running all others down. Even though their corsets are not so fine as the ones you are showing, do not depreciate them. If your customer should not openly resent what you say, she would, to same extent, lose regard for you and would not feel as kindly as she otherwise would. Talk about the merits of our corsets, not the demerits of others.
It is, however, sometimes necessary that you take the stand that Spirella Corsets are superior in every way to the ones which are manufactured by any and all other firms. Where it is necessary to make this stand, do so fearlessly; but avoid all discussion as long as it is possible to do so. Emphasize only those points that are characteristic of Spire1la Corsets and that are essential to real merit.
90. You will of course book the order as soon as possible. It is sometimes well, however, when the order is secured quickly, and when the person has plenty of leisure time, to talk further about the merits of Spirella, after getting the name. This will usually please her and make her better satisfied that she has ordered. While this pleases her and leaves a good impression, your object is not so much that, as it is to enlarge her conception of the goods and prepare her for delivery. In taking orders you must always have the delivery in mind.
91. There is only one thing that will stand in the way of her giving you an order, and that is the positive lack of money to buy. This, reason, of course, is very often given, not because it is so, but because it has became chronic with some to say they have no money. You would offend these people very much if you were to take them at their word and to intimate that they were too poor to buy. So, in justice to yourself and out of courtesy to them, do not believe what they tell you along this line. Some would almost be offended with you if you implied that you did believe them by ceasing your effort. They do not expect that you will believe them, nor do they want you to. Always go right on, remembering that the reason you have not received the order is because you have not yet created sufficient desire.
92. PRICE NOT TOO HIGH.—Never allow the thought that your prices are too high to find lodgment in your mind. Your goods are the best that skill, money, brains and experience can produce. THEY ARE NOT HIGH IN PRICE. The sincere appreciation of the value of Spirella over all other corsets expressed by our customers leads us to believe we have not placed the price high enough. Customers would pay 50 per cent more and even double the price if necessary to secure Spirella. The excuse, "to a high priced," is not an argument and should not be treated as one. It is simply the ever-ready excuse, and in most cases cames from those who know nothing whatever of the values given. If our goods were too high priced they would not be on the market, would be driven out for want of sale. Our sales are growing rapidly which proves there is a demand for our goods and that prices are right. Remember this: You can get any price you choose to ask for an article if the article is GOOD ENOUGH. SPIRELLA IS GOOD ENOUGH.
"YOU CAN SECURE ANY PRICE IF YOU MAKE THE ARTICLE GOOD ENOUGH."
