We don't blindly take his word for it, either; for, while we have a lot to learn, we know how to judge values, because we know our business--we are practical. But _service_ does not stop here. Our goods must be kept in perfect condition. Our goods must never get into a "frowsty," shop-damaged state. Careful buying helps us to get goods that command a ready sale. They are fitted exactly to our friend-customers' needs. This is why we have earned the confidence and good-will of so many people. They know they get what they need--and not just what a salesman wants to get rid of. We sometimes refuse to sell to a customer because we know that he needs something different from what we have. Sounds funny, doesn't it, to turn money away? But it pays us, because people know we consider their needs first--our welfare automatically follows. Most stores have policies. One of ours is: "No goods must be sold, unless they will be of real service to the customer." Another fixed policy is: "We must show our friend-customers by our conduct that we are glad to serve them." Here's a confession. We actually make a profit on everything we sell. Doesn't matter what you buy, we make something on the deal. We think it better to do this than to "cut" the price on some goods and add it on to others. Don't you? Just one other thing. There's no such word as "trouble" in our dictionary. We are glad to go out of our way to supply your unusual needs. This little sales talk is neatly printed for you to read; we mean every word of it. We would like to tell it to you in person if we could-- Of course! So we can. We can prove it all to you by _deeds_! Call and look at our goods; then check up our service by this sales talk. At the bottom of the fourth page appeared, "Yours for hardware service, Dawson Black," reproduced in my own handwriting. "Get the idea?" said Fellows. "If you're a grocer, you could write, 'Yours for grocery service, John Brown,' or if a retail merchant wanted to specialize on one particular thing he could say, 'Yours for carpet cleaning service,' or anything he liked." The whole thing was so worded as to fit in with any kind of goods one might be selling. Fellows said he would look after the printing of the circulars and supply them to me at a very low price, four dollars a thousand; and he said he wouldn't charge me anything at all for working up the idea, because he was going to try to sell some of the folders to other stores in other towns. I didn't mind what he did with it, for it let me out very cheaply. He said he would let me have some in a week, so I ordered two thousand to begin with. I was going to put one in each package, and mail one to every one of our charge customers, besides sending them to a select list of "prospects."