It is as true of every type of spectacular appeal. The time has surely come to discontinue all such practices and to sell appliances: because they will do the work more quickly, more easily, or more cheaply, because they are so built that they will prove durable, and therefore, a satisfactory investment; and finally, because they are the only logical solution of comfortable, well-ordered present day family life.
WHAT THE PURCHASER LOOKS FOR
It has been amply proved that women are not especially interested in fine points of design unless that interest is implanted by competitive statements of the salesmen. They are not especially interested in form or color or detail, but they are supremely interested in dealer assurance that the machine is solidly built; that it will accomplish the work; and that its purchase will save them money, time or labor, perhaps all three. Let the appliance itself impress them with the strength of the materials used, the cleanness of its design and the perfection of work performed, and the sale is made.
COST IS CONSIDERED
The question of cost considered only from the woman's standpoint of expenditure is more difficult to discuss. In the case of small equipment priced under or around twenty dollars it is easy to make large sales upon the time or labor-saving qualities the devices may have. But repeat sales are affected by the quality of construction and materials used.
In all higher priced equipment the question of strength and quality seems uppermost in her mind, but a difference in price between two makes or two models of same manufacture, often results in the sale of the higher priced, because she has enjoyed the opportunity of discrimination.
