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1952 Theatre Catalog, 10th Edition, Page 377 (339)

1952 Theatre Catalog, 10th Edition
1952 Theatre Catalog
1952 Theatre Catalog, 10th Edition, Page 377
Page 377

1952 Theatre Catalog, 10th Edition, Page 377

3*Many sales articles describe the importance of establishing selling plans before approaching the customer. Although not entirely with the same purpose in mind, we, too, can use this theory. Our plan, however, applies more to merchandising within the counter. Planning displays, allocating merchandise, and using attractive seasonal promotions are all important. Planning sales, therefore, cannot be overlooked.

4eln dealing direct with the customer, it is of the utmost importance that every consideration be given to approach and its further development. Discretion and diplomacy will often be called upon. By all means always treat customers with politeness and courtesy. Occasionally, when the need should arise it may be necessary to assist a customer in his choice. If so try and handle them with the utmost dignity, not forgetting the objective of making a sale.

Salt has often been noted the person who takes the time to think things out and thus becoming mentally alert is the one who progresses. How true this is! Few people return to buy from a slouch, but many will return to buy from the party possessing that selling sparkle.

6hThroughout our business we sell service, whether it is in the form of entertainment, comfort, or the selling of candy. When we have customers buying from our counters, it is, therefore, essential that we give them top service in answering their inquiries. A quick responso to customers can have a terrfice impact upon their buying habits at the counter, together with their attitude toward the entire theatre operation. It should be remembered that quick and courteous service can be a great inducement for customers to return to a theatre and buy at the counter.

Many experts in the selling field have often advocated that only one theory is actually necessary to remember in making a sale. It, too, can be applied to our business and has been heard in various forms, one of which is ffDo unto others as you would have them do unto you." There has never been, nor ever will be, a more fitting principle to uphold in dealing with others than this Biblical reference.

Patron Refurn

Every attendant should become acquainted with what constitutes good counter sales progress. We have found that "return per patron" is the best measurement of such progress.

This ratio is established by taking the attendance, or number of people, within a theatre for a specific period of time, and dividing this number into the gross candy sales for the same period. The result will give the average candy sales made to every patron entering the theatre. This can be further explained by assuming the theatre entertained 1,000 patrons, during which time the gross confectionery sales amounted to $100. In this example the return per patron rate is established as ll) cents per patron.

It is with this type of rule do we determine the increases or decreases of candy bar sales. With information of this nature available we are then in a position to determine what outlets need


more direct supervision in order that we may substantially increase our return per patron as well as advance our gross candy sales.

Among the many essentials of successful selling, one of the most important of all, is the comolete knowledge of the merchandise. This merchandise can be classified into sales consisting of candy, popcorn, ice cream, drinks and tobaccos, primarily.

In each of these classifications there are sub-divisions. A good example of this is the candy division, which consits of bars, cello packages. licorice, life savers, gum, nuts, and potato Chips. Beyond this division lie differences in brands, prices, and ingredients. Such classifications should be known by all who are selling these commodities.

Together with this knowledge it is important that the attendant become acquainted with the merchandise giving the theatre the largest return in profit discounts. Knowing this can establish the policy toward promoting the more profitable items. However, it should be remembered certain volume items, despite their lower rate of discount, necessitates continued promotion to maintain their turnover, and basic profits for the theatre.

Few people realize that beyond the taste Satisfaction of eating candy, by adult and child alike, few edibles possess such extensive energy building values as we have in candy. This energizing quality, alone, is so highly respected by the War Departments of both Canada and the United States, it was used throughout World War II, and is still being used, as a fast energy replenishment for their armed services. In the United States War Oche, provisions were made to include some form of candy, or chocolate, in every ration kit distributed among service personnel.

Industry has also recognized its advantages toward augmenting fatigue and re-establishing top efiiciency among its employes by making candy available at canteens and during rest periods.

With the knowledge of its energy and morale building qualities, it should, therefore, be an easier task to serve customers merchandise of this type with the utmost confidence.

Many items make up the full range of merchandise sold over counters, but of all types the chocolate bar remains the most popular. Although these are manufactured in sizes demanding an extensive price range most of our sales are made up of 7, 10, and 12 cent purchases. With the favorable acceptance of the 10 and 12 cent bars by the public, we are encouraging the further exploitation of the higher priced bar, thereby endeavoring to increase our return per patron rate and theatre profits.

Let us presume our demand is primarily for the 10 and 12 cent bars. It becomes, therefore, the attendants duty to learn the various lines from each manufacturer. The hrst step, of course, is to remember the manufacturers trade names.

After these are well established in mind, an attempt should be made to allocate them in the proper category insofar as their ingredient, or texture. A good example of this is the bar known in the trade as a milk bar. Such as Hershey's Milk Chocolate, Nestlels Milk, Willardfs Suchard Milk, and others. Each one is a plain chocolate but each has a different texture and formula.

There are also such types of bars as almond, coffee, liquid filled, and nut milk bars, many among which are competitive betWeen the various manufacturers. It, therefore, becomes the attendantls responsibility to know such

THE SUCCESSFUL CANDY COUNTER ATTENDANT not only has a thorough knowledge of the stodc to be sold but also an understanding of which items have the greatest appeal.
1952 Theatre Catalog, 10th Edition, Page 377