SELLING BIBLES—SELLING BOOKS—WHAT WAS SAID—WORKING THE
CUSTOMERS—CURIOSITY—PUBLIC MEETINGS AND LIBRARY CLUBS.
It was altogether an accident that I ever got into bible selling. I
stumbled across a man who was probably in many respects better fitted
than I to handle the business.
Unfortunately for him, he was overtaken by sickness, and I did him a
favor in financial as well as other ways when I allowed him for a time
to turn his employment over to me. Of course, I went at it as a simple
business proposition, and brought to bear all my resources rather than
to lose a customer. They say if a man can’t use his tongue he may as
well shut up shop. As I never had any difficulty in the former, I never
was compelled to do the latter for any other purpose than temporary
repairs. The agent told me what to say and gave me all his business
methods.
The way I worked an ordinary sale was something like this:
After trying to lead my man into conversation, I would spring the real
subject of my talk quite suddenly.
“Oh, by the way, Mr. Smith, how would you like to have a nice family
bible?”
Mr. Smith.—“A bible, eh? Oh, I have the old bible that mother gave us
when we were married.”
Agent.—“Yes, I know. But we have a bible that discounts anything you
ever heard of. It is a facsimile of an English bible that sells across
the water for forty-five dollars. We are only charging twenty-two, and
you pay only three dollars a month, without interest. It is the finest
thing on the market today. Other publishers are dying to get our secret,
because we are selling at less than it would cost them to manufacture
the same article.
Mr. Smith.—“Your bible must be a mighty fine one to cost twenty-two
dollars.”
Agent.—“Right you are. In the first place, it is printed on the very
finest quality of white linen paper. Its cover is a superior quality of
Morocco leather; the type is large and clean; the full-page engravings
are executed on steel in the finest manner; it has the old as well as
the new testament, enriched with parallel references and a fine biblical
dictionary referred to in marginal notes. In addition to all this, it
has elegant blanks for a marriage certificate, and a family record,
together with the illuminated Lord’s prayer and the ten commandments,
all on separate and decorated pages. To cap the whole thing and to give
this bible a special ‘tone,’ there is a Swiss music box in it which
plays twelve different hymns. Every time you open the bible you have the
benefit of a choir, and if you ever feel like staying home from church
just take down the good book, have your little boy fall asleep by the
fire, and you’ll have a ‘meeting’ of your own—psalms, hymns, services
and all. Why, man, it is the most complete and beautiful thing of the
kind you ever saw, and if you don’t agree with me, on your honor, I’ll
give you fifty dollars.”
Mr. Smith.—“Whew. You’re a long-winded feller. I know that bible is
fine, but I just haven’t got the money for it.”
Agent.—“You’ll admit a good bible, clear type, solid binding, spring
back and up-to-date is something every Christian household should
possess; and how often are you called upon to invest in one? Once in a
lifetime; and when you do, you ought to buy carefully. A good bible is
like every first-class article. It pays for itself in the long run, and
the difference in price is always well worth paying. Think of the
satisfaction of owning a genuine good article, that you will not have to
replace in a lifetime. Besides, it is a staple ornament in a man’s home
and speaks for his morals and fear of the Lord—which, you know, is the
beginning of wisdom. Better let me put your name down.”
Mr. Smith (hesitatingly).—“I ought to see Maria first.”
Agent.—“This is the time you don’t want to see Maria, because you want
to surprise her. This bible business is a new venture with us, and this
is my first trip out. But next trip I want to do an immense business,
and I would like to get a book in here as a sort of an advance
advertisement. I’ll tell you what I’ll do. If you won’t say a word about
it to a soul, and will give me your order, I’ll knock off seven dollars
from the price and make it an even fifteen dollars. And I’ll also cut
the payments to five cents per day—just one little, round nickel every
twenty-four hours—till it’s all done and paid for. And I’ll tell you, my
friend, if I ever expected to be prosperous and have what the world
calls a run of good luck it would be while I was buying a bible. What do
you say?”
Mr. Smith.—“Well, that certainly looks fair enough, and there’s a good
deal in what you say. I guess I’ll put my name down.”
Agent.—“Thanks, sir, thank you; understand, the only reason I am giving
you this bargain is that I can refer others to you when I come around
again.”
Mr. Smith.—“Oh, yes, I understand.”
Agent.—“I know you have the best bargain you ever made. My word is as
good as law, though, and I’ll not back out. Good-day.”
That was the sum and substance of the argument, varying it at all times
to suit the occasion.
Selling bibles was easy work, for the most part carried on with good
people, and at a good profit—it may seem strange that I did not follow
it longer than I did. I thought it a little strange myself. I do not
believe it was superstition that drove me out of the traffic, but if you
were to say that it was I might not know so well how to answer you.
Anyhow, I quit it and took up with a general line of books.
In the first place, this bible business was only temporary, and done
only to help the sick agent out. Next, as stated in the previous
chapter, I had made arrangements for this line; and, third, I knew there
was better chance of making big money in handling a line of standard
authors. So I quit the bible and paper and went to the miscellaneous
books.
The firm I worked for published the complete works of many standard
authors. There were no single volumes on my list, and if I remember
right the smallest set was a history of the world in four volumes.
As samples for canvassing the firm furnished each agent with a nice
stretcher, showing up the backs of each set of books complete. These
stretchers, or book backs, were gotten up in a very neat and tasty
manner, and when set up against the wall looked just like a complete set
of the books would appear when arranged in a book case. I would walk up
to a business or professional man without giving him any advance
knowledge of what I wanted. In general, I stated my business in a
roundabout, though apparently off-hand, manner, gradually leading up to
the vital point, finally saying to him:
“I am going to get up a library club here among the literary lights of
the town and I want you in it.”
Customer (pleased at the compliment).—“I didn’t know that I was a
literary light.”
Agent.—“Oh, yes you are. You have distinctly that reputation. In fact, I
heard about you before I came to town.”
Customer.—“Who told you so?”
Agent.—“Why, two or three parties in M—. up here told me to be sure and
call on you. My manager in New York also sent me a list of twenty
prominent people here, and your name was among them. So, you see, you
are known on the outside as well as in your own town.”
Customer.—“I don’t see how you fellows find everything out.”
Agent (jokingly).—“Oh, you know, ‘murder will out.’”
Customer.—“You are right there, but I don’t understand what you mean by
a Library Club.”
Agent.—“I’ll tell you. It is a scheme that gives you a chance of getting
a library of your own which will cost you virtually nothing.”
Customer.—“I still don’t understand.”
Agent.—“I’ll explain further. You know that it is the working for single
customers, or hunting them up and delivering, that makes the book
business so expensive. Quick sales and small profits put quite a
different face on the matter. Now, here is a new edition of Roberts’
works in twelve large volumes. It contains all the products of this
famous author’s pen, and is the only complete set ever published. One
set, regular price, costs twenty-four dollars, but if I can get up a
club for twenty sets, in this town or vicinity, I’ll cut the price right
in two, prepay the expressage and deliver them for twelve dollars. You
can pay for them in little monthly payments of say one dollar and a half
per month, and the entire set delivered at one time and in advance. Did
you ever hear of a better offer?”
Customer.—“Well, it does sound pretty nice.”
Agent.—“By the way, do you know anything about Roberts’ works?”
Customer.—“I have heard of them.”
Agent.—“Roberts is now recognized as one of the leading writers and a
standard authority. He was at one time a prominent officer in the
English navy, and in that capacity traveled all over the world. His
works are based on historical facts and personal observation. He takes
you into all the different countries, and gives you more pointers in
history than any other living writer. He also opens channels heretofore
unexplored. The beauty of Roberts is that he is instructive as well as
interesting. I tell you, he is fine, and no one could appreciate a set
of his works better than yourself.”
Customer.—“I dare say, but I have a lot of books now that I never read.
I don’t get the time.”
Agent.—“My friend, even if you don’t read yourself you will admit that a
library is a valuable addition to any home. You are in a position to
appreciate the fact, since you are a married man; and as this
proposition is such a fair one you should not hesitate to increase your
store. So far as not having time to read—you are not supposed to sit
down and regularly read the edition through. Skim them over, culling as
you go, and when you need a fact you know where to find it. Jay Gould
had a library of 83,000 volumes. Do you suppose he read every one of
them? The fact is, while you prefer one thing your wife likes another,
and the children still prefer others. Every one has his or her own
individual taste in reading, and that is where the advantage comes in
having an extensive collection. You know good reading sharpens a man’s
intellect and enlarges his knowledge. Better let me put your name down.”
Customer.—“Perhaps I will, but not right away. You go ahead and see what
success you meet with and then come back to me.”
Agent (undismayed).—“I’ll tell you another good point about Roberts. His
language is the finest and purest ever placed on paper. Leading
newspapers all over the world have clippings from Roberts. Lawyers in
pleading their hardest cases quote profusely from Roberts. His portrayal
of character is wonderful. When you read from him you laugh one minute
and cry the next. Before you know it you are flying through the air like
a feather. His is high-minded, choice reading in the fullest sense of
the word, and ours is the most elaborate edition published.”
Customer.—“Well, I’ll think about it.”
Agent.—“Did you ever read his Two Pirates?”
Customer.—“No, I think not.”
Agent.—“It is considered his masterpiece and gives a history and a
warning. There was once a young man by the name of Judson. He belonged
to a fine old family, renowned for upright ways and aristocratic
lineage. For all that the young fellow was disreputable and bad.
“Some of the members of the family, in order to save themselves from
being disgraced by his actions, persuaded him to join the navy, and he
was placed on board a frigate commanded by a certain Captain Shortliff.
“Judson was no sooner on board the vessel than his rogue’s nature began
to show itself. He conceived a sudden ambition to become a bold pirate,
and concocted a scheme to murder all the officers, take command of the
vessel, turn it into an ocean rover, and kill and plunder on the high
seas.
“He found among the crew plenty of willing hands to join him in the
conspiracy, and it was settled among them that those who would not agree
to come under the black flag were to be quietly murdered and their
bodies thrown overboard.
“The scheme was about ripe for consummation when it was discovered by
Captain Shortliff. Judson and his first lieutenant were placed in irons,
while the principal officers of the frigate held a consultation
concerning what course it was best for them to pursue.
“It was decided that the best thing to insure the vessel’s safety was to
hang the two rogues, and this, accordingly, was done.
“Two months later, having arrived at headquarters, the captain gave
himself over to the naval authorities, reporting the fearful adventure.
“He was court martialed, but later on it was decided under the
circumstances he could have taken no other course, and the court fully
exonerated him.
“Based upon these facts, General Roberts, who was a personal friend of
Shortliff, wrote his most realistic novel. Now, don’t you think you
would like to read all about the “Two Pirates?”
Customer.—“The story is extremely interesting, but—you’ll be around
again, won’t you?”
Agent.—“No, I never make a second call on the same man. You know the old
saying, ‘Never put off till tomorrow what you can do today.’”
Customer.—“Oh, there are a great many old sayings. We don’t have to
follow them.”
Agent.—“Well, then, laying all jokes aside, I’ll tell you what I’ll do.
You can’t blame me for trying to get business when there is an
opportunity in sight. If you’ll give me your order without any more
labor, I’ll cut the payments to twenty-five cents per week. You see, our
regular payments are one fifty a month, but I’ll just put it down to one
dollar. That will give you a whole year to pay in, without any interest.
Of course, I wouldn’t want you to mention it; but I’ll do it, just to
make sure of a quick sale. I know if I can once get started I can hold
you as a good customer in the future.”
Customer.—“Well, I guess I can stand a quarter a week. Put my name
down.”
By asking at the outset payments of one dollar and a half per month I
had room at the last to drop to one dollar. If, in the beginning, a man
ordered a set, payable at the rate of five cents a day, I at once
imagined him to be a good mark, and endeavored to sell him three sets at
ten cents a day, or three dollars a month. I made more money in selling
books than anything else I ever handled, and was awfully glad I tumbled
into the business. I found from experience in this line that it was the
easy terms that made the sales. With most people the only evidence of
prosperity is the ability to buy, and as all desire to be prosperous
they are willing to accept the nearest evidence in sight and buy what
they can.
Along with the sales of books on the installment plan I sometimes worked
the rackets known as the “Free Reading Room” or “Library Club” schemes.
Taking a town of moderate size I would solicit subscriptions from all
the prominent men. For every dollar subscribed I would place in the
reading room four volumes, which they were at liberty to select from a
catalogue I carried.
I argued that a free reading room was a good send-off on the outside,
and would also be a good thing for the town in a social way. I managed
to arouse much enthusiasm, and usually had from two to four hundred
dollars on my list as a result of a couple of weeks’ work. Then I would
turn the books over to some charitable institution or a committee and go
on my way rejoicing, with a neat little sum in my pocket.
In the larger towns I organized library clubs among the young folks,
charging three dollars for a membership. With every membership secured I
would put in from six to twelve volumes of standard works. If it was
necessary to get the thing started in good shape I would call a meeting
of the young people and pass around small envelopes. Those holding
blanks had to pay for their memberships, but there would be a few
holding lucky numbers, and they were entitled to join free of charge. At
this meeting, guided by my experience, a regular library and social club
would be organized. I would then collect my money, again being the
winner by a good majority. In both of these schemes the books furnished
cost me, on an average, twelve cents apiece.
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