"Of course," replied Mr. Field, "you can't sell to everybody. Some folks have certain likes and dislikes, and it's a waste of time to try to change their whims and fancies. I don't think I would have tried to swing her into line on the question of the finish of the lamp, I would have ignored that altogether and talked about some other advantages of the lamp. Do you see what I mean? Here, how's this? Instead of talking about the finish, why not say: 'Yes, madam, it's just a matter of taste whether you prefer brass or the bronze finish. Most people prefer the bronze and that's why we keep it. I know the brass finish looks well but, after all, it's only a small matter. Isn't it more important to get a lamp that does its work properly? Just notice this duplex burner,' and then I would go on to describe all the other features of the lamp, its burning qualities, its economy, its durability, and things of that kind. You see, I would have tried to side track that objection to the finish of the lamp by talking about other things. If necessary you could tell her that she wouldn't have to clean the bronze finish as often as she would the brass. Now, if that isn't clear to you, Mr. Larsen, say so. Don't hesitate to speak up. You know I get more out of this than you boys do, if you ask questions." As no one asked a question Mr. Field went on: "I don't believe you should argue with a customer on something which is a matter of taste or fancy. If it was something about whether or not the lamp gave a good light, you could prove that it would, for that's not a question of taste, like the color or finish. In my stores we make it a rule to give way to the customer on little matters. That makes him feel good tempered, don't you know, and it's easy then for us to win our point on something important if its necessary to getting the order." "I saw in one of the Sunday papers," remarked Jones, "an editorial which said to give way on little things, and you will gain the big ones." "That's about the idea," replied Mr. Field. "I think that's very well put." There was one other point that Mr. Field brought out, and one on which I was not certain whether he was right or not--the advisability of showing better class goods all the time. He said that if he had a store like mine he would want to offer solid silver goods during the Christmas trade for presents, and nice cases of cutlery. "Don't you know," he said, "that people in this town buy those nice things? If you go into the better-class homes you will find beautiful silverware, and cut-glass, and expensive cutlery, and all that kind of thing; but they don't buy them in the town because your business men seem afraid to stock up on really good stuff like that. When folks want that good stuff, they have to go to the big cities for it." "Think of the money it runs into, though," I said. "Yes, but think of the extra profit you make by it."