surface should be prepared and the skill which is used in carrying out
approved practices. The workman who understands the structure of wood,
its mechanical and chemical properties, and has the right tools and
equipment for preparing the surface, is not likely to use poor methods.
He will understand that great care is required to produce a smooth
surface on a piece of wood; that coarser defects of an improperly
finished surface under the microscope reveal undreamed-of roughness
on a carelessly scraped or inadequately sanded piece of wood. Also
he will know that for permanence of finish and lasting qualities of
construction, the wood must be properly seasoned and remain in a proper
shop-dry condition during the entire construction and finishing periods.
Reasons for Staining.
Wood in its natural tones does not usually harmonize with textiles and
wall colors.
The coloring often brings out unsuspected qualities and beauty in the
wood itself, due to--
1. The reaction of the stain upon cells of the medullary rays;
2. Its effect upon the mass of wood fibers; and
3. Its greater absorption by the open pores or broken cell cavities.
Greater durability may be obtained through use of preservative stains.
Classification of Wood Stains.
There are four classes of stains, named according to the solvents used
in making them:
1. Those soluble in water, sometimes called the acid stains.
2. Those soluble in spirits.
3. Those soluble in chemicals.
4. Those soluble in oils.
Two other classes of so-called stains are known as varnish stains and
wax stains. These stains are not transparent as they obscure the grain
and leave a layer of pigment on the surface.
These four classes of stains may be subdivided into two classes,
acid and alkaline, depending upon their chemical reaction with other
substances. Water-soluble stains, most largely used, are often made
of coal tar dyes, which dissolve in water, and can be used in an acid
bath. They are obtained from color substances having no body, such as
walnut juice, logwood extract, turmeric, the juice of berries, and the
bark of trees.
Stains are applied by brushing, wiping, spraying, and dipping, the
latter on quantity production of cheaper grades. Because hardwoods
absorb stains more slowly than softwoods, the advantages of the first
three methods are apparent. Where this strong contrast between sapwood
and heartwood exists, the salesperson should know the sapwood requires
more stain than the remainder of the wood. A coat of stain may be
applied to the light streaks and after it dries, the entire surface may
be stained.
Aside from color there are "polished" and "dull" finishes. Varnish is
the original finishing medium, serving as a protective agent and as
a means of building up a high finish. For wood finishing the varnish
is transparent, but for other uses is sometimes colored, as in black
varnish or japan, or by the addition of dyestuffs, as in lacquers.
Lacquers permitting a polish finish are replacing gum varnish finishes
to a great extent because lacquer dries in about one-tenth the time
required for varnishes, and because lacquer finishes wear well under
exposure or use. Chemical action ceases in lacquer films after they
harden.
Fuming.
Fuming wood means subjecting the wood to the fumes of ammonia of full
strength (specific gravity 880). The process really comes under the
head of chemical staining. It is particularly well adapted to the
treatment of oak for it brings out in varying shades of brown the
rugged quality of this wood. It is penetrating; it does not fade.
After the oak has been fumed, a coat of raw linseed oil will have a
pleasant darkening effect upon the wood. Age only serves to darken and
beautify the result.
Enameling.
Enameling differs from ordinary varnishing in that the material used
is opaque. For this reason it is folly to use it over expensive woods.
Enamel has the brittleness of a piano varnish and the brilliancy that
is given by a hard resinous gum. Maple, birch, pine, and poplar are
well adapted to this treatment, which if it has been applied carefully
and in accordance with approved methods, will yield all the luster and
softness of a high grade varnish. Manufacturers have met the demands
for several surface effects or types of finish by producing enamels
having high gloss, eggshell gloss, and flat or dull effects. The
tinting of enamels is accomplished by mixing the proper amounts of
colors which are ground either in japan, oil, or special enamel-varnish
with the best process zinc-white. More recently other materials, such
as lithopone (barium sulphate) and zinc oxide are used in many of the
cheaper enamels. The decorative possibilities of stencils and transfers
are almost unlimited when used upon common woods and metals finished
with good enamel. This accounts for the rising demand for breakfast
room furniture, sun parlor furniture, porch furniture, and many steel,
plastic, and wooden novelties in bright designs using two or three
colors.
BLOND FURNITURE WOODS
The so-called blond woods are of two types--bleached, consisting of
normally brunette woods which have been artificially lightened, and
the unbleached woods, which have a naturally light color. They run the
gamut of shades and colors from white through eggshell, cream, straw,
sand, beige, and yellow to tan and light brown.
Among the bleached woods, blond walnut and blond mahogany are probably
the most used. This is true partially because of their wide acceptance
as desirable cabinet woods, and partially because of a type of beauty
of natural grains which is brought out effectively by the blond
treatment.
The unbleached blond woods include not only maple, light oak, aspen,
and birch, but also a wide variety of such exotic and unusual woods
as satinwood, myrtle burl, zebrawood, lacewood, holly, harewood, and
avodire, to mention only a few.
The blond treatment employs a transparent rubbed finish which is
effective in bringing out the natural pattern of the grain. English
harewood, one of the most distinctive, owes its beautiful silver grey
to a dye which is used on the light yellow natural color of harewood
(sycamore). Maple attains its warm reddish brown color also by
staining. Some most striking and beautiful effects in today's furniture
are achieved by using blond woods in combination with trimming of dark
woods.
The use of blond treatment has resulted in the creation of light, airy
effects which tend to brighten the room in which it is used. While the
present trend is toward its widest acceptance for bedroom and boudoir
use, it is being used for the living room, dining room, and occasional
pieces.
Consult Reference Books Freely.
Volumes have been written about the furniture woods and wood-finishing.
From the great fund of information available, selection has been made
of material describing the most common process of wood finishing. Those
who desire to make exhaustive or more searching study of this subject
will do well to consult such books as have been listed on page 103 of
the Suggested Reading List.
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 a large upholstered chair? How
may they best be discussed with your customer?_
_6. Explain the following:_
_Kiln drying._
_Sapwood._
_Hardwood._
_Burls._
_Quarter-sawing._
_Moisture content._
_Tenon._
_Calamus._
_Heartwood._
_Plywood._
_7. What are points of excellence in finishing?_
_8. Are you familiar with the important facts in connection with the
manufacture of your furniture woods?_
_Location of the factories._
_Sources of the principal furniture woods._
_Reasons for use of each wood in certain situations._
_Workmanship employed._
_Inspection and testing methods._
_Standards maintained._
_9. What are the so-called real cabinet woods?_
_10. If your customer determines to use painted furniture for his
living room set does it make any difference whether the manufacturer
has used an inexpensive furniture wood?_
SUGGESTED READING LIST
BALDWIN, WILLIAM H. _The Shopping Book._ The Macmillan Co., New
York, N. Y. 1929.
Furniture Woods, pp. 56-58.
Britannica, Encyclopedia. 14th Edition, vol. 22, pp. 217-221.
Compton's Pictured Encyclopedia. 1939. vol. 7, pp. 98-107.
Wood Finishes, vol. 5, pp. 219-222.
Furniture Manufacture, vol. 9, pp. 948-951.
KOUES, HELEN. _How to Beautify Your Home._ Good Housekeeping, New
York, N. Y. 1930.
Finishes for Natural Wood Furniture, XVI, pp. 218-224.
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 Printing Office, Washington, D. C.
NEUBRECH, W. LEROY. _American Hardwood--Dimension, Wall Paneling
and Interior Trim._ Forest Products Division, Bureau of Foreign
and Domestic Commerce, United States Department of Commerce.
1938. Superintendent of Documents, United States Government
Printing Office, Washington, D. C.
---- _American Hardwood Flooring and Its Uses._ Forest Products
Division, Bureau of Foreign and Domestic Commerce, United States
Department of Commerce. 1938. Superintendent of Documents, United
States Government Printing Office, Washington, D. C.
---- _American Hardwoods and Their Uses._ Forest Products Division,
Bureau of Foreign and Domestic Commerce, United States Department
of Commerce. 1938. Superintendent of Documents, United States
Government Printing Office, Washington, D. C.
PALMER, LOIS. _Your House._ Boston Cooking School Magazine Co. 1928.
Outline History of Furniture, pp. 163-204.
TRILLING, MABEL _and_ WILLIAMS, FLORENCE. _Art In Home and
Clothing._ J. B. Lippincott Co., New York, N. Y. 1936.
Good Design in Furniture, VIII, pp. 174-199.
United States Department of Commerce, National Committee on Wood
Utilization. _Furniture: Its Selection and Use._ Superintendent
of Documents, United States Government Printing Office,
Washington, D. C. 1931.
Materials and Construction, part II, pp. 21-73.
United States Department of Commerce, Forest Products Division,
Foreign and Domestic Commerce, _American Douglas Fir Plywood and
Its Uses_. Superintendent of Documents, United States Government
Printing Office, Washington, D. C. 1937.
Wood Finishing.
PATTON, ALBERT BRACE _and_ VAUGHN, CLARENCE LEE. _Furniture,
Furniture Finishing, Decoration, and Patching._ Frederick J.
Drake & Co., Inc., Chicago, Ill. 1931. Book II. Furniture
Finishing, pp. 121 to 132a.
JEFFREY, HARRY R. _Wood Finishing._ Manual Arts Press, Peoria,
Ill., 1924. pp. 9-154.
NEWELL, ADUAH CLIFTON. _Coloring, Finishing, and Painting Wood._
Manual Arts Press, Peoria, Ill. 1930.
FOOTNOTES:
[13] Encyclopedia Britannica, 14th edition; vol. 23: Veneer.
[14] American-Hardwood Plywood, p. 2, Forest Products Division, U. S.
Department of Commerce.
Unit VI
SELLING SLEEP EQUIPMENT
Sell Equipment To Meet Customer's Needs
Mattresses and Springs
Pillows
Studio Couches and Sofa Beds
[Illustration:
Photographs by Grignon.
Figure 22.--A new studio divan (A) which can be used in a variety of
decorative treatments to provide a luxurious lounge by day--comfortable
twin beds at night (B) that open to bed height. Upholstered and
finished on all four sides, this unique studio divan can be used at
any angle in the room. Available in a variety of attractive color
combinations, the number illustrated has a rich brown frame and ends,
and is trimmed in beige moss fringe. The inner-spring mattress is
upholstered in beige and fawn-colored striped tapestry. Important style
notes are the two-height arms and the bolster-type single pillow. Both
the base unit and the mattress are inner-spring filled and provide
extra lounging and sleeping comfort.]
Unit VI.--SELLING SLEEP EQUIPMENT
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 periods in furniture.
When shopping for a living room suite she needs the salesman's help,
certainly, but she usually comes into the store with some idea of what
she should have. Bedding, however, to most women is too often something
to be selected through bargain advertising.
Because the mind of the prospective purchaser has been conditioned
to expect bargains in mattresses, springs, pillows, studio couches,
and sofa beds, it is necessary for you to use your intelligence and
exert sincere effort to sell the sleeping equipment which the customer
should have. The average customer is unfamiliar with standards by which
bedding may be judged; so the responsibility of guiding her to a proper
selection rests with you.
This is all the more important because sleep equipment has an actual
effect upon one's health and rest. How well a person sleeps is a
natural topic for conversation.
You may shirk this responsibility to the physical welfare of the
customer by making quick sales of low-priced merchandise. However, if
you want to build a clientele who will recommend you to their friends
in an ever-widening circle, you will remember that you are selling
sleeping comfort--something that the customer will be able to check
every night of the year.
WHAT DOES THE CUSTOMER NEED?
The first step in the successful sale of proper bedding is to discover
tactfully the preference of the customer and the type of sleeping
equipment that is to be replaced. Find out if a cotton mattress or a
curled hair one or an early inner-spring type has been used. This
is important for two reasons. First, only through knowing what has
been used can you make an honest recommendation of better equipment
and, secondly, through this knowledge you will be able to understand
better what the customer implies when she asks for a "firm" or a "soft"
mattress.
The customer may have been sleeping on a curled hair or cotton felt
mattress; for example, which she characterizes as "much too hard,"
and she is, therefore, asking for a very soft inner spring. Future
complaints will be avoided in this instance if you will take the time
to point out that after using an unusually firm mattress, the greater
flexibility of an inner-spring mattress may be found uncomfortably
soft. After a customer has used a very firm mattress, she will view as
_soft_ a new one which is actually medium firm.
Customers select their clothes and shoes to fit. They have ideas as
to what they want in sleep equipment. But their descriptions of what
they want and need may not tally with your trade terms. It is your
duty to help them to select exactly the right type of mattress to fit
their needs rather than to point out that what they term hard or soft
is not what the industry feels about these mattresses. You are the
expert. It is your problem to see that your customer finds exactly the
right mattress, spring, or pillow for her individual sleeping needs.
When a customer is selecting sleeping equipment for another person
her attention should be called to the variance of individual taste,
and wherever possible the requirements of the individual who is to
use the equipment should be ascertained. To equip satisfactorily an
entire family with full cognizance of the requirements of individuals
indicates proficiency and expertness in the salesman.
STRESS OUTSTANDING FEATURES AND SELL BETTER BEDDING
As you show your merchandise, study your customer, learn as much as
possible about her individual needs and preferences and discuss the
importance of proper rest.
Unless your store has a definite and effective method of "trading up"
you will make more sales of better equipment by starting at the top.
There is a wide market for mattresses and springs at $19.75. Too many
customers, however, who can afford and who should have better quality
equipment, are buying at that price level because no salesperson has
tried to sell them better merchandise. If a customer comes in asking to
see the promotion mattress on which an advertisement has been run, she
must be shown that mattress. However, from the head of your department,
from the manufacturer's salesman, and from your own knowledge of the
merchandise you should know in advance what additional value and extra
service she will receive by buying the $29.50 or $39.50 mattress
instead of the $14.95, or the $19.75 one. Because most mattresses look
alike, you must build up her confidence in you and your recommendations
by telling her and showing her facts. Use the cut-out samples
intelligently. Point out in an understandable manner the various
features and explain how they produce the comfort and the durability in
which she is interested.
Discuss features in terms of what she is looking for in a
mattress--springs, for instance, not as coils of 10- or 12-foot wire,
but as the means of providing proper resilience and buoyancy. Her
interest in the upholstery will not be in so many pounds of cotton
linters, staple cotton, or curled hair, but in what these things mean
in terms of comfort and restful sleep. Know the technical construction
of the bedding offered for sale, but discuss this construction only in
language that is easily understood.
VAST REPLACEMENT MARKET
Bedding is, of course, a "must" in every new household as well as in
every house and room where people sleep. Without losing sight of the
constant and tremendous market that comes from newly created homes,
a bedding specialist should always keep in mind the vast replacement
possibilities in the countless families where bedding has outlived its
useful span. This is a market which may have to be awakened, one in
which natural complacency tends to dull the keen edge of spontaneous
demand.
According to a survey conducted for the National Association of
Bedding Manufacturers, nearly 20 percent of the mattresses owned by
the housewives interviewed were over 16 years in use. By statistical
reasoning this might indicate that 8 million mattresses in the country
have had similar use and it is at least reasonable to presume that
after 16 years' service, most mattresses are no longer providing
complete comfort and rest.
The investigation also showed that 32 percent of the pillows in use by
these families had been slept on for over 25 years. This may indicate
that over 25 million pillows in the United States have been similarly
used beyond the state of true comfort-giving usefulness. Twenty-seven
percent of the bed springs were found to be more than 16 years old.
YOU MUST KNOW YOUR MERCHANDISE
The first step then in becoming an able salesman of sleeping equipment
is to learn everything that you can about the mattresses, pillows,
springs, studio couches, and sofa beds sold in your store. Because
the consumer usually is not well informed, the salesman should know
everything about the merchandise which he recommends.
Only after he knows his merchandise, its component parts, the quality
of its manufacture, its life expectancy, resiliency, and its other
characteristics in use, can he become a successful salesman capable of
handling quality merchandise, rather than an order taker who is able to
move only "bargain" promotions.
In the following pages you will find much general information about the
various types of sleeping equipment. In a field, however, where each
manufacturer is stressing individual and patented constructions and
units, no one bulletin can provide all the information you need. You
must continuously study the literature provided by the manufacturers
of the goods on your floor. Furthermore, never lose an opportunity to
talk to manufacturers' salesmen. They are specialists and can give you
detailed information which will enable you to explain the qualities of
their merchandise.
SELL THE IMPORTANCE OF GOOD REST
You should also know something about the physiology of sleep. Talk to
your store's physician, if there is one, or to your family doctor. The
medical profession has in recent years discovered a great many new
facts about sleep and it will help you to sell quality bedding to know
them.
You should not try to pose as a medical authority, but you certainly
should be able to discuss intelligently the effects of sleep on the
mind and body, the need for proper rest, and the general results of
insomnia. If your store has a book department, read the various volumes
on rest and relaxation. Recent books of this type include _You Can
Sleep Well_, by Edmund Jacobson, M. D., and _Sleep_, by Ray Giles.
As you learn more about sleep equipment, you will discover that the
major improvements in bedding date back only a comparatively few years
and that many of your customers do not appreciate how much scientific
research and manufacturing care go into the production of the springs
and mattresses which are now on your floor.
These and the other interesting facts that you will learn in your
reading and conversation with manufacturers' salesmen will convince you
that in sleeping equipment you are selling one of the most important
items of merchandise the average family ever selects. It is now
possible for you to conduct the bedding sale so that you impress on the
customer (1) the importance of the purchase and (2) that she should buy
the equipment that will give the sleeper the most comfortable rest.
HOW TO OVERCOME PRICE OBJECTIONS
Except in rare instances price will always be a factor in the sale of
bedding. Retail advertising in too many communities is daily educating
housewives to expect quality at low prices. Your best argument is to
prove through your conversation about the importance of sleep and
through an actual demonstration of cut-out samples that the customer
will receive in bedding, as in everything else, exactly what she
pays for. Sell comfort and rest, and show how the equipment you are
recommending will provide both comfort and rest. There is no better way
to anticipate the objection of price.
In the opinion of the best merchandising experts in the country
the average consumer is not looking for cheap bedding as such.
Because of the constant price promotion of all types of sleeping
equipment--mattresses, springs, pillows, studio couches, and sofa
beds--comparative prices, however, are an important factor. You will
make more sales, sell better merchandise, and build a permanent
clientele quicker if you constantly keep in mind that you are selling
sleep and rest, and not merely so many pounds of upholstery and steel
to be bought only because the figure on the price tag has been "slashed
50 percent this week only."
Show that the first cost is relatively unimportant--that when measured
in years of comfortable service even the best equipment costs but a few
cents per night. Impress upon her the tangible benefits of receiving
good sleep from proper equipment over a reasonable number of years'
service. Whenever possible, use tactfully the experience of customers
who are pleased with the quality items selected with your assistance.
In no other merchandise or department will customer satisfaction bring
you so much additional business.