2 D
Jawbone Shimmy and Counter Gossip Fade
Of Omaha Study Fsychoiogy
1,000 Persons Attend Lec
tures of Prof. P. W. Ivey
On How to Make 'Em
Buy and Make 'Em
Like It.
Had you noticed?
Read on!
They're stealing the YVrigley's, the
Btrinan's and the Yucatan from out
of the mouths of the blondes and
brunettes who preside over counters
of Omaha retail stores; the shadow
of stem disapproval hangs over the
powder puff and the vanity case, and,
'tis said, the day of the back-of-thc-couuter
suppressed giggle, the sly
smile, the raised eyebrow and the
half-covered yawn is waning its last
wane into oblivion.
What's more, ideas are hurtling
with breakneck speed these days into
cranial crevices, which, according to
popular notion, have been largely
occupied heretofore with thoughts
upon tonight's dance, last night's
movie and "him."
Yea, verily, the jawbone shimmy
with the cuddly cud of gum has be
come strictly outre and taboo dur
ing working hours.
By orders of the anagement? Nope,
guess again.
They Have Changed.
Orders seldom induced the jaws
of the Mamies and Sadies of old
even to slow down for the turns.
But things have changed. It's not
the management, but the Mamies and
Sadies and other salesperson folk
who are doing the changing, through
new self-imposed rules and regula
tions of conduct. The rules don t
recognize the jawbone shimmy, the
counter gossip of shows, dances and
"him," and the classification of all
customers as intruders or victims.
The salespersons have gone in for
Other things.
There's the free salesmanship
course being conducted in Omah.i
bv Prof. Paul W. Ivey of the Col
lege of Business Administration,
University of Nebraska. The
Mamies and Sadies and a lot of
others have "gone in" for that
"strong." So strongly that Profes
sor Ivey now lectures to 1,000 stu
dents every time he calls his class
together down in the Chamber of
Commerce club rooms.
Seek "Magnetism." . '
With these class sessions ' as a
starter, the salesladies also have
"gone in" for "personality," ("mag
netism." "psychology of the cus
tomer" and some other things that
not long ago would have been dis
missed under the scathing and all-
Gareth and Lynette
By A.
Made Over for the Movies by
JAMES J. MONTAGUE.
1. Gareth pleads with his mother
to be allowed to go and be a knight.
2. His mother boxes his ears and
sends him to bed.
3. Gareth, looking at parade of
knights leading I. O. O. Fv proces
sion. Closeup showing ears of envy.
4. Gareth again pleads with the
old lady. Subtitle: ' !
"Aw, Why Can't I Be One of Them
Knights, Ma?"
5. Gareth's mother leads him to
scullery, points to big pile of un
washed dishes. He washes them,
after being cuffed again.
6. The old lady pats him on the
head. Subtitle: .
"Wash Dishes for King Arthur for
a Year and if Yotl Don't Get
Fired You Can Have
Your Wish."
7. Gareth in King Arthur's scul
lery. Comedy bit. Brings in pile
of dishes and smashes them on floor.
8. Second comedy bit. Gareth
cuffed by Sir Kay, lord chief cook,
for breaking dishes.
9. Gareth waiting on table, serving
haunch of venison and stoup of sack
to king and Launcelot. Subtitle:
Getting On.
10. Lynette drops in to supper with
king and Launcelot Gareth serves
her with stoup of mulled cider.
11. Lynette in pantomime tells
king how four knights have got her
sister, Cutie, locked up in castle and
are holding her for ransom.
12. Inserted pictures of Cu tie, lan
guishing in castle with four knights
standing guard over her.
.13. Gareth listening in. Register-
inil vrittn?nt. v
14. Lynette leaving king's castle at
Camelot. uaretn running duci ui.
She repulses me. Subtitle:
Run Away, You Vulgar Little
Scullion.
15. Gareth seizes hem of her gar
ment. Talks earnestly.
ifi Picture, enacted by Gareth, of
what he would do to the four knights
that have Cutie imprisoned.
17. Lynette registers annoyance,
Subtitle:
I Want a Knight, Not a Dishwasher.
18. King's postman brings letter
to palace. ,
,19. King sends for secretary, who
reads it to him.
2fl Kin or sends for Gareth, to
whom letter is written.
21. Gareth reads letter.
22. Letter:
Dear Son: As far as I am con
cerned you can go and be a knight
now. A man from the castle was
here who said there is more money
in it than in sculhoning. sincerely
23. Garet,h. drops letter and runs
out of room,
24.4 Gareth in blacksmith shop get
tnt mravnred for suit of armor.
25. Gareth at horse dealer's, dick
ering for mount
26. Gareth at armorer's buying
tanr. sword and shield.
27. Gareth mounted and full pano
plied on the way to castle.
28. Cutie in castle, still languish
ing. 29. Two of the four knavish
kniehts on guard outside. Subtitle
"Here Cornea Some Guy Up
the Road."
30. Gareth- in front of castle
Drawbridee is pulled up and horse
toes into moat. Gareth dismounts
just in time.
31. Gareth reaches lance across
moat and thumps on door.
32. Cutie inside, reaisters listening
33. Two kniehts outside reinforced
by heads of two knights inside which
are thrust out ot mtfiiof
-W ft T ft.$ , 1
embracing appellation of "high
brow." ,
No longer is the scornful laugh,
commonly known as the fenininc
"razoo," heard when personality,
magnetism and psychology are
mentioned in the presence of the
salespersons.
"Necessary to the business to
know all about that stuff," they
casually announce. "Helps get the
Tennyson -
34. Knights on moat throws bri:
down at Gareth. Subtitle:
"On Your Way, Kid, on Your Way."
35. Gareth sinks lance to bottom
of moat and does pole vault over to
castle door.
36. Out comes first knight. Gar
eth Strikes him down.
37. Out comes second t. night.
Gareth strikes, him down.
38. Out come two last, knights.
Gareth strikes them down.
39. Cutie in dungeon. Registers
listening. - '
40. Gareth going up stairs.
41. Gareth breaks in dungeon door.
Subtitle:
"Hello, Bright Eyes! Let's Go!''
42. Gareth carries Cutie down
stairs.
43. Gareth lowers drawbridges.
44. Gareth puts Cutie on horse.
45-50. Gareth and Cutie galloping
over plains.
51. Lynette in castie, taiKing to
king. Subtitle:
Better Send Launcelot After My
Sister, King. That Kid Will
Never Cop."
52. Gareth, with Cutie in his arms,
bursts in door.
53. Lynette falls at Gareth's feet.
Subtitle:
"My Hero, I Am Yours."
54. Gareth kisses Cutie. Subtitle:
"Nix on That, Lynnie; Me For the
Jane I Rescued 1"
55. Lynette swoons.
5. Closeup of Gareth, still' kiss
ing Lynette.
57. Fadeout
(Copyright, 1921. by Bell Syndicate, Inc.)
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THE
61 scientmc
There are "silver hairs among the
gold" in Prof. Paul W. Ivcy's Oma
ha extension class in salesmanship.
Here's a mixed group of feminine
members of the class and some
gray-haired business and profession
al men who have enrolled in the
course.
Left to right: (Lower row) W.
F. Negel, W. A. Hixonbaugh,
Henry G. Meyer. (Second row)
Louis G. Thoelecke, C. Vincent, J.
A. Youngstrom, F. B. Lowe.
(Third row) Julia Johnson. Gladys
Lason,' Helen Drake, Sadie Smith.
(Upper row) Sophie Jensen, Mary
Wagner, Mrs. W. R Walker, Grace
Beg.
sales and that's what we're here
for." , f ,
Now. what do you think of that
for a change?
If you're an observant customer,
you'll notice another change, too,
a shifting in the attitude of the wo
mrn and the men behind the coun
ters.
Study Customers.
These pupils of Professor Ivey
are learning a lot about "sizing up'
customers. From the standpoint o.
the salesperson, the customer is a
"speciman," to be studied and
catalogued, Professor Ivey teaches.
So his pupils, if they follow in
structions, are going to have you
under close surveillance when you
stroll unsuspectingly into an empo
rium in search of a suit or a spool
of thread. They'll look you over
and strive mightily to probe your in
nermost thoughts. Of course, it s
to be done, though, in such a deft
way that you'll not realize you're
under the psychologic microscope.
And then, if the diagnosis of the
salesperson is correct, you're going
to buy. There's nothing, to it, you
can't escape. ' You'll dig for the dol
lars and part with them with a smile
of gratitude for the salesperson who
has enabled you to rid your pockets
of the cluttering lucre.
Part of Formula.
Not that these .super-salespersons
will use their . powers to entice you
into the purchase of an article you
do not need or want. No, that's not
the idea. They're going to use their
knowledge of the store's stock of
goods and their diagnosis of your
character and traits to get for you
the article that will send you tway
in the happy throng of "satisfied cus--tomers."
.
It's all a part ojf the formula of
giving more and increased err.phasi3
to "human nature" in retail merchan
dising. "Salesmanship," says Prof. Ivey,
"is the art of persuading people to
purchase goods which will give last
ing satisfaction by using methods
which consume the least time and
effort." I ,
Simple, isn't it? But that phrase,
"the least time and effort," involves
a lot of complications.
Must Be "Rushed."
One of the most successful ways
of conserving time and effort is a
proper "sizing up" of the customer,
Prof. Ivey teaches. He divides cus
tomers into seven "types."
There's th "impulsive or nervous"
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BEE: OMAITA, SUNDAY.
as Shop Girlsjr.'3i
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JANUARY 23. 1921.
fiiendly." the "silent or ill-
he ditru!,ttul.
ffers some specific in-
iow to handle each of
these types. He carefully points out
the customer should bej judged from
actions, not appearance, and he also
observes that the same person on
different days, or under different cir
cumstances, may fall into any one
of the seven general "tyrte" classi
fications. "Learn Human Nature."
The possibility of error on the
part of the salesperson in classifying
th? customer is admitted.
"But," says the professor, "it is
far better to learn human nature,
even though some errors are en
countered in the process, than to
standardize human nature and deal
with all customers in the same cut
and dried fashion.''
Did you know, Mr. and Mrs. Cus-t-jmer
and Miss Customer, there are
imbedded in voui nature certain
well-defined motives for buying?
They are being probed those mo
tives by Frof. Ivcy's rupils.
He names 11 of 'cm in one of his
lectures and enlarges a bit on bow
the salesperson can best appeal to
each motive.
Motives for Buying.
According to the professor, here
ire the most common motives for
buying:
1. Social self-preservation, i. e.,
desire to presort as neat and comely
an appearance as others about you.
2. Vanity (A customer, Profes
sor Ivey observes, usually buys in
the store which furnishes the best
opportunity for his "ego to ex
pand"). 3. Parental pride. ("Pet and ad
mire the children and you win
sales." Professor Ivey tells his
pupils).
4. Companionship. ("If a cus-
Genuine
"IT
FOR
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ml
tomer can purchase anything that
will make it desirable for people to
become acquainted with her, she
will be inclined to buy," says
Professor Ivey).
5. Possession. (Tlis is the
basis for the "approval system,"
letting the customer actually have
the thing. He "hates to give it up
if he likes if'.l.
6. Imitation.
7. Curiosity.
Bargain Hunting.
8. Hunting. (This is the fun
damental basis, of bargain sales,
Professor Ivey's pupils are told. At
all times, he instructs, the salesper
son should .play the role of a
"guide" to the customer through
the "hunting grounds" of the store).
9. Building. (This instinct for
"constructing something" has much
to do with popularity of "knock
down furniture. Professor Ivey de
clares). , .
10. Selfishness. (Satisfying sell
through giving pleasure to others
is a-very strong motive for buying,
the professor says).
11. Laziness. (Most customers like
the store where purchases can be
made .with little effort, Prof. Ivey
nhQPrvps.1
Prof. Ivey's lectures are pointed,
pithy and full of interest, his stu
dents say. He calls all of 'em "sales
persons," though there are also 100
or more Business ana piuicssiuum
men enrolled.
1,000 in Class.
His class of 1,000, by the way, is
claimed to be the largest university
extension class in salesmanship in
the country. According to Nebraska
university authorities, popularity of
the class in Omaha probably wi!l re
sult in formation of similar classes
in other Nebraska cities.
The class is under supervision of
Dean LeRossignol of the university's
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It takes iron to make strong, magnetic, forceful men with the power and energy to win
4k
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When your blood is starving for iron no
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College of Business Administration.
It was formed through co-operation
of Omaha employers, many of whom
paid for their employes the $1 regis
tration fee required. This fee has
mnrp than naid for the necessary ex
penses of the class, Prof. Ivey re
ports. Sessions of the class are held each
Tuesday night. The course started
November 16 and will continue un
til March 1.
O. V. Hansen, Nebraska univer
sity student, aided in the organiza
tion work, backed by enthusiastic
support from Attorney John I.. Web
ster and Frank Judson. Omahans,
who are university regents. Mr.
Webster is chairman of the educa
tional committee of the Chamber of
Commeice.
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and oxygen your brain becomes dull and heavy, YOUR INTELLECT POOR, your memory
fails, YOU DO FOOLISH THINGS and make bad decisions.
With a "blood and iron" starved brain you may drive your automobile into a telegraph pole,
because YOU DIDNT THINK RIGHT: it may make you so "flighty" in thought and reckless
in judgment that your money seems to take wings and fly away; everything seems to go
wrong, to be upside down; you call It "BAD-LUCK"or misfortune. IRON STARVATION
may turn the coolest man of the strongest will power into a nervous, irritable, careless
being; it may make COWARDS of the bravest and FAILURES of the WISEST.
sehts organic Iron In such highly condensed
form that one lose ot It is estimated to be
approximately equivalent (in organic Iron
content) to eating one-half quart of spinach,
one quart of green vegetables or half a
dosen apples. It's like taking extract of beef
instead of eating pounds of meat. Nuxated
Iron also contains a product representing the
Erincipal chemical constituent of ACTIVE
IVING NERVB FORCE for feeding the
nerves, so that it may therefore be said to be
both a BLOOD AND A NERVE FOOD.
Over 4,000,000, people annually arc using
Nuxated Iron. It will not Injur the teeth
nor disturb the stomach. A few dose will
often commence to enrich your blood, give
you new strength and energy and help revitalise
your voraout exhausted nerves, and thereby
HEAVY
Hoisting
E.J.DAVIS
1212 Farnam. Tel. D. 353
SUPPLY YOUR NEEDS BY
USING BEE WANT ADS.
COMFORT
i
1MNG-ALOW.3
DVTCIl COLONIAL
TWO TOUY
,4TO3
ONE. POLLAB.PLK.CDrY
TOU Ttl.Lit IlOU
i it i - i
WELL -U,
KELLY CO.
IK OMAIU
Douglas 1641
& SON CO.
AnVERTIPEMEXT
It is believed that thousands who wea
(lasses can now discard them in a reason-
able time and multitudes more will b
ble to strengthen their eyes so as to b
pared the trouble and expense of evei
getting glasses. Eye troubles of manj
descriptions may be wonderfully benefltec
by the use of this prescription. Go to an
Opto tablets. Drop one Bon-Opto tablet
a fourth of a glass of water and let
dissolve. With this liquid bathe the eyes
two or four times daily. You should nntici
your eyes clear up perceptibly right from
the start and inflammation and redness
will Quickly disappear. If your eyes bother
you even a little it is your duty to take
steps to save them now before it is toe
late. Many hopelessly blind might have
saved their sight if they had cared for their
eyes in time.
NOTE: Another prominent Thystcisn to whom the
above article was submitted, ssid: "Yes. Uie Hoii
Oino preftTlpUon Is truly a wonderful eve reuiedy.
Its constituent Ingredients are well known to emi
nent eye specialists and widely prescribed by them.
I havs used It very sucresafully In my own prac
tice on patients whose eyes wars strained thrown
wenror or misfit slanses. I ran h'shly rerom
mmd It In case of weak, watery, aching, smarttni.
Itching, burning eyes, red lids, blurred vision or
for eves Inflamed from exposure to smoke, sun. dust
nr wind. It Is one of the very few preparations 1
feel ahould be kept on hand for regular use in al
most every family." Bon-Opto. referred to above. Is
not a patent medicine or a eer-ret remedy. It Is an
ethical preparation, the formula being printed on
the package. The manufacturers guarantee It to
strengthen eyesight 50 per rent In one week's time
In many Instances or refund the money. It csn he
obtained from anv good druggist and Is sold In this
.it? bv the leading dniggleU. including the Sher
man A MeConnell and the Melcholr.
eets no oxvtren: without n mtv nf h Wwi
Many a capable man falls Just
SHORT OF SUCCESS
NEARLY 'GETS THERE" BUT
NOT QUITE simply because
he lacks sufficient iron in his
blood to give him the physical
strength and power to furnish
the proper FORCE TO HIS
BRAIN and the "STAY THERE"
S STRENGTH TO HIS "WILL."
THERE ARE 30,000,000,000,000
RED BLOOD CORPUSCLES in
your blood and each one must
have iron. Don't try to "fool"
yourself into thinking you are
a man of "red blood and iron"
when you have good reason to
suspect that you are notcon
sider the SIZE OF YOUR BANK
BALANCE and what success
you have had in life. A MAN IS
rt.tf VTHHTAP A WAXTJ1-TT17VT
HIS BLOOD LACKS IRON.
greatly strengthen your srlll power and aid In
restoring your failing memory. If you are not
strong and well you owe It to yourself to make
the following teat: See how long you can work
or how fag you can walk without becoming
tired. Next take two five-grain tablets of or
dinary Niuated Iron three times per day after
seals lor two weeas. men kk your siren gin
a tali
Nun
In and see how Burn you nave gained.
mbers of nervous, run-down
People.
bo
were siting all the while have surprisingly In.
will he refunded by tha manufacturea If 1
do not obtain perfectly satisfactory results.
Beware of substitutes Always insist on having
genuine organic iron Nuxated Iron. Look lot
the letters N.I. oa every tablet. Atalldrugjista.
a,