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kerosene at 13 cents a gallon, and 10 gallons of lubricating oil at 30 cents a gallon. By rail it would have taken just as long, the freight would have been at least $100, and we would then have been twenty-five miles from the farm.

Getting on the ground, it took us a day to get everything organized. We pitched our tent in the side of the field nearest water, and found a neighbor who would furnish us with bread, butter, and eggs, the only items we had not supplied ourselves with in the way of eatables.

We soon found that with good weather we could expect to turn about fourteen acres of that hard mountain soil upside down each day. When rain came we had nothing to do but keep comfortable, as our engine didn't have to be fed when it didn't work.

THE SOIL AND THE PROCESS.

The soil is very similar to the wheat land of New Jersey. It has lain there so long with no stirring and has been packed by the hoofs of countless cattle, sheep, and buffalo so much that it is just about as hard as virgin soil can be. Plowing it with horses would be out of

the question, or at least has proved so expensive as to be prohibitive. The result is that the tractor is doing the work. Often a dozen of them may be seen puffing away, all in vision at once, pulling plows, discs, and drills of the most improved type.

After plowing in June and July, we go over the ground with a double disc, engine pulled, sometimes covering a strip thirty to forty feet wide; then come the seeders with the harrow. This completes the operations required to put in fall wheat, and the only thing to do is to keep the stock off and harvest the crop in the fall.

Harvesting is sometimes done with horses, but on the large fields with engine power, one machine pulling several binders at a time, doing the work at a great deal less expense.

This is what is known as bonanza farming, making some men rich and breaking others just as quickly. Most of the farmers are making money, and lots of them spend more than the average man in the East sees-and then still have money left.

I hope soon to be able to write an article for the BULLETIN, telling how we came out from a financial standpoint. We don't know yet.

FROM THE COMPANY'S EMPLOYEES.

A railway surgeon in India sends us some curious messages he has received from time to time from the company's employees:

1. Honored Sir-I am suffering from fever and swelling on my whole body, and my legs, too, are swellerned up. Please take trouble to see me.

2. I beg to inform you that I am suffering by too much hot fever, but just now it is subsided somewhat, and there is much perspiration, and my legs are trembling like riding horse. First comes cold fever and then it becomes hotting. Inside is somewhat defected.

3. Now I am better by eye-sore, but my head is too much paining in the back side part.

4. I tell you truly, Sir, that I am really sick. Mr. Sprunk has refused leave, and if you don't certify, I will die like a dog, and my father will be issueless.

5. Sir-Now I pray that you will make me cure soon because I am a very familiar man.

6. I beg to inform your honor that dead rats found in menials' quarters. I have ordered porter to vacate at once. Now two more rats found, out of which one is off and the other in death-bed. Please send medicine.

7. Wife lingering, near to next world. Come soon to prevent good-bye.

HOW TO KEEP FARMERS' TRADE

FROM GOING TO THE GENERAL STORES

PRIZE ARTICLE: MEETING THREE

CONDITIONS.

BY FRED BORTH.

Three conditions, I believe, are responsible for the inclination of farmers to give their business to general stores. They are:

1. General stores carry the goods the farmer wants.

2. They advertise the goods direct to the farmer.

3. They aim to convince the farmer that their prices are "right."

If we, as business men, are to get and hold the rural trade we must work along similar lines.

One line of goods that every farmer needs, and one that is featured by nearly all general stores, is an assortment of stock and poultry foods. With this line is included, of course, such articles as dips and disinfectants, distemper remedies, worm powders, lice powders, healing and dusting powders, and powders for the treatment of heaves.

In our store, the first move toward securing the farmer's trade on these articles was to obtain the agency for a well-known, reliable and reasonably-priced line, and our next was to push and guarantee the various items to the limit. The manufacturers, Drs. Hess & Clark, send business-pulling letters to the several hundred farmers on our mailing list at different times during the year. Each letter contains a coupon good for free samples.

MANUFACTURERS' HELPS.

We also handle Parke, Davis & Company's dip and disinfectant, which are sold exclusively through druggists, and we find the manufacturers to be very liberal with advertising matter and samples for distribution at our county fair. During the fly season we take a hand sprayer and spray "fly-chaser" on the teams of horses with which the farmers come to town.

In this way we advertise the sprayer, the chaser and store all at one time. To do such work requires considerable time and puts us to

Monthly Department of

PRIZE QUESTIONS AND ANSWERS

some trouble, but we feel well repaid for our efforts because they have served to bring the farmer to our store-and to keep him away from the general store.

Another line that is carried extensively by general stores is school supplies-books, tablets, pencils, crayons, erasers, etc. Almost all of the directors of country schools are farmers and to get their business we send them carefully-worded letters at the opening of each year. The letters call attention to the wide variety of goods carried and end up with an appeal for the directors' book and supply trade.

We also advertise widely that with each dollar purchase of school books or supplies we will give, free of charge, a substantial waterproof school bag. The bag has our advertisement printed on both sides and costs from ten to twelve cents when purchased in five hundred lots. Hundreds of schoolchildren in the rural

districts, carrying the bags to and from school every day, constitute a series of advertisements that are decidedly worth while.

REDUCED PRICE COMBINATIONS.

Still another drawing card that is used to attract trade to our school supplies' department is the offer of special reduced price combinations. A five-cent tablet and a five-cent pencil for only one nickel usually causes a decided jump in our sales records.

As a class farmers are bargain-hunters, and by holding out special price inducements on certain items we have increased the number of our rural patrons appreciably. In our wallpaper department we find it advisable to advertise a leader-a double roll of paper at six cents, for instance. An offer of this kind brings the customer to the store where the opportunity is given to talk—and quite often to sell the better grades.

For a number of years we have sold two fivecent packages of chewing gum at the price of one, frequently buying the gum in hundred dollar lots to meet the lively demand. Many farmers and farmers' sons (we're building for

the futuure) have been brought to the store by this offer.

Almost every one believes that the drug store can be depended upon to carry the best grades of spices, flavoring extracts, canning acid, talcum powders, etc. We bear down on this point in our rural advertising, and the result has been that we're getting much of the trade which formerly went to the general store.

A CONCRETE HELP.

Advertising and special price inducements alone, however, will not make the tarmer a permanent and profitable customer. If we are to continue to hold his business we must take an interest in his affairs; we must get out and become acquainted with him and his family.

We have found it a good plan to attend outings or meetings at which the farmer is present and to show him in concrete ways that we are really interested in his welfare.

Last year the Hessian fly and other causes did much damage to the wheat crop here. By a little extra effort on our part we secured the services of a government inspector, who looked over the situation and gave his advice. Then we sent for a number of government bulletins describing methods of getting rid of the pests and distributed the bulletins among the farmers.

We are always glad, and tell them so, to get for the farmers any government bulletin relating to their farm problems.

We have free ice water for the farmer in the summer-time; and a warm stove and a warmer welcome for him during the winter months.

Such services as these help. They help us to get acquainted with the farmer; they help to make him read our advertisements; they help to bring him to our store.

After that it is up to us.

SHOWING REAL INTEREST IN FARMERS' AFFAIRS.

BY E. C. STULTS.

Sufficient capital is, perhaps, the first essential for the druggist who wishes to prevent general stores from capturing the major part of the farmer's "drug" business. Unless a druggist has stock enough to supply every practical need-large or small-of the farmer, he

cannot expect to cope with general-store competition.

Many people, especially those whose business it is to sell it, consider that advertising is the best means of reaching the country trade.

To a certain extent, that is true. But the most effective advertising, however, is the kind that cannot be bought; it must come through the druggist himself and through his knowledge of the people with whom he is dealing.

One of the best means I know for swinging the farmers' trade is to go out among them and show a real interest in their affairs. If you own an automobile or a horse, ride out into the surrounding territory and fraternize with the men you meet. Talk to them in a friendly fashion, and before leaving, if you can do so in an inoffensive manner, hand the farmer your card and call attention to the many things in your stock which are in constant demand with him.

WIDE STOCK RANGE.

Many farmers don't realize the extent of the modern drug-store stock and consequently go to the general store for items that are regular stock in trade with their druggists. A little first-hand information will set them right.

Sometimes it happens, however, that the farmer takes it for granted that the druggist carries "everything," and his demands are likely to be for anything from a window-pane to a preparation for relieving pain. Only recently I had a call for shoe-tacks from one of my old-time rural customers. I got them for him from the hardware store next-door, and he went home satisfied that our stock was indeed a complete one!

Large attractive billboards at the entrance to the town, and smaller ones for a distance of from ten to fifteen miles out in the country, help keep our store name in mind. If the boards carry cleverly worded notices calling attention to featured products or to special services, results are usually quite gratifying.

We have also found that rural patrons appreciate receiving calendars. We send these out just before January 1 of each year to every farmer within thirty miles of the store. A circular letter goes with each calendar inviting the recipient and his family to call at the store whenever he or they are in the city. The letter also includes a list of the lines of goods carried in stock together with the assurance that all

orders, whether mail or personal, will be filled with quality goods at just prices. In closing, the letter extends to the farmer the store's best wishes for a very happy and prosperous New Year.

When the farmer, attracted by this or any other means, finally comes to the store he must be treated in a manner somewhat different from the way in which a city customer is handled.

He should be met in a pleasant manner and, in many instances, given a warm, hearty handshake. If he can be called by name, so much

the better.

His wants should be attended by the proprietor, if possible, or if not, by a thoroughlyposted clerk. This is important, for if the clerk has to confer privately with the proprietor to ascertain the quantity price of an article, the customer is likely to suspect that the store is not a one-price one and that he is not getting the lowest quotation.

After the sale is completed it is a good idea to offer to store his purchase, as well as any other packages he may have, until such time as he is ready to start for home. Courtesies of this sort require only a little forethought and remembrance of them will create a favorable impression in the mind of the customer and lead him to tell his neighbors of the treatment received.

"Square dealing" is of the utmost importance in gaining the confidence and support of the farmer trade. The one-price-to-all policy should be adhered to rigidly, as the granting of the so-called "special privileges and prices" will sooner or later leak out and cause those who are discriminated against to take their trade elsewhere.

The use of big words or high-sounding

phrases must be avoided. Once the farmer believes that the druggist is "talking over his head," loss of trade is sure to follow.

Establishing a drug store as "farmers' headquarters" is not an easy matter, but it can be accomplished. Using the right kind of advertising, showing a personal interest in the farmers' welfare, and the holding out of suitable merchandise rightly priced, are the prime factors in getting the proper start.

RECIPROCITY.

BY J. S. MCNAIR.

When the farmer needs a bottle of liniment he comes to us, as druggists, for it. We are glad to see him come into the store. We take his money with a cheerful "Thank you." If we do not know him, we ask him his name and where his farm is located. We endeavor in various ways to make him feel that we are really interested in his welfare.

But isn't our interest in him only makebelieve?

Do we ever think of him after he leaves the store?

We should; for turn about is only fair play. So why not, the very next time our family needs a few dozen eggs or a good-sized piece of pork, drive out to that farmer's place, make our purchases, and pay cash at market prices— as he does when he requires liniment or some other article we carry?

If we will do such a thing, it's a safe venture to say that the farmer and his family will talk of our visit for days. They'll tell their neighbors about it, too. All of which is fine advertising for us and for our store.

I believe in pursuing such a course in order to cement close acquaintances along the roads

QUESTIONS FOR THE NEXT CONTEST.

This department is in the hands of the big family of BULLETIN readers, and the heartiest co-operation is earnestly urged. The following questions are announced for the next contest:

1. What is the best way to build up a surgical supply and emergency business? Submitted by George A. Stall, Baltimore, Md.

2. What can a store do to get the foreigners' trade? Submitted by Raymond C. Evans, Thompsonville, Conn.

For the best answer to either of these questions we shall award a prize of $5.00. Other answers, if printed, will be paid for at regular space rates. Every answer should be at least 500 words long and in our hands by January 10.

leading out of my town. I would not be satisfied, however, until I could call by name every farmer living within a radius of at least ten miles from my store.

While making these trips into the country I would try to work up business on a good line of remedies and household preparations. If possible, I would make these trips regularly; and where I couldn't sell goods or take orders I would leave samples-and good-will.

I would meet with the farmers in their grange halls and learn of their likes and dislikes-if I had the time.

I would help organize a boys' and girls' club and draw its membership from the farmers' families. The club would be divided into two or more divisions to be pitted against one another for the production of big ears of corn, the growing of fine stock, etc. Prizes for the best results would be distributed from my store-if I had the time.

By following such plans it wouldn't be long before the farmer trade would begin to come my way and the bugaboo of general-store competition would gradually fade away.

INJECTING THE PERSONAL ELEMENT. BY TOM HALL.

Unlike the town or city customer, to whom the buying of drug-store articles is more or less of an impersonal transaction, the farmer prefers to deal with the druggist who takes a personal interest in his wants and who is willing to explain in detail the merits and uses of the merchandise in question.

Accommodating rural patrons and taking pains to give them the exact information desired has helped us materially in our efforts to build up a satisfactory country trade.

As a concrete example of how such a plan works out, the following is typical: A farmer's wife came into the store one day and called for five cents' worth of saccharin. When I handed her the packet she asked me if the quantity was enough to sweeten one gallon of vinegar for making pickles.

The question was new to me, but I told the woman that if she did not mind waiting a few minutes I would find out what was the correct proportion.

She gave her consent and I ran out of the door and up the street to the house of a customer to whom I had sold some saccharin a few days before. After getting the desired information I hurried back to the store, where I was thanked profusely by my customer.

Before leaving, however, she expressed her gratitude in a more substantial way by purchasing a package of bird seed, a box of fish food, and a package of stock powder-articles which she could have obtained at the general

store.

This woman had never before been a regular customer, but since the time I made a special effort to help her both she and her family have made frequent purchases at the store.

ANOTHER ILLUSTRATION.

Another case in which the extending of a slight accommodation gained us a regular customer is that of a woman who lived about twelve miles from our store. She was unable to obtain a package of fish food from the country store in her vicinity, and for that reason called our place of business on the telephone and asked me to mail her a package. She also requested that we trust her for the purchase until such time as she came to town. As her name was familiar to me I told her that we would be glad to extend the courtesy.

In a few days she came in and paid me the dime. Of course the postage and wrapping cancelled the profit on the sale, but the accommodation gained for us her good-will, and she is now a steady customer.

When a farmer evinces a desire to talk we endeavor to put him on an easy footing by discussing subjects with which he is familiar. We inquire as to the condition of his crops and ask him what he has planted, etc. Then we listen attentively to his replies-even if we are not particularly interested. Such attentions on our part are not hard to give and they often create good-will that can be turned to financial advantage.

It's mainly a matter of putting the farmer customer at his ease and assuring him by our actions that he will be helped in every possible way. Then when he wants a box of stock tonic, a package of poultry food, or a bottle of flavoring extract he will come to us instead of going to the general store.

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