BY W. R. TISH
This month we look back at our 1952 “Blue
Book.” The Blue Book was published periodi-
as a “merchandising
and management reference,” replete with
handy tips, charts (detailing such things as
cost, mark-up and profit per drink), legal
points and trade ads. Here are a few items
from a section called “1,000 Profit Ideas”…
THE BEST ADVERTISEMENT!
The most powerful of all advertising
is the word-of-mouth recommenda-
tion—or rejection—of your store
or bar by patrons to their friends.
Courteous treatment and the proper
handling of transactions by sales
people advertise it favorably. Rude-
ness, mistakes also advertise it—
“WE’LL GET IT FOR YOU”
Maybe you do have the best outlet
around, but don’t take chances. If
you don’t stock an item he wants,
offer to get it for him—however rare
the calls for it may be. It’s risky to
send him elsewhere. That kind of visit can be
LET YOUR SALESMAN HELP YOU
Take the time to “visit” with your distributor
salesmen. These men call on hundreds of
other store and bar owners. They see how
others sell and promote. They can help you!
TIE-IN WITH PRESTIGE
Distillers spend millions on their advertising
campaigns. You receive a direct benefit from
these vast promotion outlays when you tie
in your own sales activity in the window and
interior displays with them.
KNOW WHAT YOU SELL!
Know your merchandise. Read the back
labels. Study the product background stories
which distillers, vintners and importers pro-
vide. Use this information to introduce your
customers to new beverages. With these facts
you can justify price by explaining quality.