STARTING IN BUSINESS.
Why Men Fail--Luck on the side of Pluck--Marking the Day’s Profits
Before they Begin--No Diamond Like the Eye--The Man Who Takes His
Bank to Bed With Him--The Two Hands of Fortune.
Many men fail because they undertake a business without considering
whether there is room for it; others because they do not thoroughly
establish themselves in the place, making no effort to get a
constituency; and yet others because they do not keep the goods that are
in demand, or do not renew the stock sufficiently quick, or do not
present their goods in an attractive way. Such causes of success or
failure as are in the line of this work will now be considered. Here are
the rules of an old merchant which he would take for his guidance were
he to start anew in business:
12. THE MINIMUM BASIS.--Enumerate the entire number of heads of families
in the town, village, ward, or neighborhood where you purpose to begin
business. Figure out the number of such persons you will require as a
minimum basis in order to get on--that is, how many persons or families,
spending each on an average a certain amount per day or week at your
place of business, you will require in order to make a living. Do not go
blindly into your work, trusting to luck. Luck is always on the side of
pluck and tact. Determine what per cent. of the people’s patronage is
absolutely essential to your success. The first step is to ascertain if
such per cent. is likely to come to you.
13. THE HOUSE TO HOUSE CANVASS.--Make a personal canvass from house to
house. Do not trust the work to your friend, relative, or clerk. Nobody
can help you so much as you can help yourself. Nobody has your interests
so much at heart as you have. Tell people pleasantly that you are a new
bidder for their patronage. Inform them what you propose to do. Make
them to understand that no man shall undersell you, or give them in any
way a better bargain. If possible, take a few samples of your choicest
goods with you.
14. THE CHOICE LOCATION.--If you become popular, the people will come to
you; but at first you must go to them. Your place need not be central or
on a corner, but it must be where many people pass. Step out largely and
conspicuously. You could make no greater mistake than to rent a shabby
place on a back street. Have out all manner of signs, curious, newsy,
and alluring. Do not think to sustain yourself by people’s sympathies.
Men will trade most where they can do best.
15. THE MAXIMUM BASIS.--The maximum basis is the high-water mark. It is
the number of persons or families that under the most favorable state of
things can be your patrons. All you cannot expect. Kindred, religion,
politics, friendships, and secret fraternities, will hold a portion of
the community to the old traders. The sharpest rivalry will meet you.
Also, you must consider what incursions are likely to be made by
out-of-town dealers, and what prospect there is of others setting up
business in the place. But you should have an ideal trade toward which
you steadily work. Declare daily to yourself, “my gross earnings shall
be $--per day,” or “---- (so many) persons shall be my patrons.” When
you fall below the mark, bestir yourself in many ways.
16. THE PERSONAL EQUATION.--Remember that you yourself in contact with
your customers count for more than anything else. The weather of the
face, the temperature of the hand, the color of the voice, will win
customers where other means fail. Make your patrons feel that you are
their friend. Inquire about members of their family. Be exceedingly
polite. Recommend your goods. Mention anything of an especially
attractive or meritorious nature you may have. Join the church, the
regiment, the fire company, and the secret society. Become “all things
to all men, if by any means you can sell to some.” Be everywhere in your
place of business. Oversee the smallest details. Trust as little as
possible to your clerks. The diamond of success is the master’s eye.
Remember there is no fate. There are opportunity, purpose, grit, push,
pluck, but no fate. If you fail, do not lay the blame upon
circumstances, but upon yourself. Enthusiasm moves stones. You must
carry your business in your brain. “A bank never gets to be very
successful,” says a noted financier, “until it gets a president who
takes it to bed with him.” There was an angel in Michael Angelo’s muddy
stone, and there is a fortune in your humdrum store. Hard work and close
thought are the hands that carve it out.