This psychic reading given by Edgar Cayce at his office, 115 West 35th Street, Virginia Beach, Va., this 1st day of March, 1930, in accordance with request made by selves - Mr. [5417] and Mr. [257].
P R E S E N T
Edgar Cayce; Mrs. Cayce, Conductor; Gladys Davis, Steno. Mr. [5417] and Mr. [257], and L. B. Cayce.
R E A D I N G
Time of Reading 3:35 P. M. Eastern Standard Time. New York City.
1. GC: You will have before you the bodies and the enquiring minds of [5417] and [257] present in this room, and the affairs of ... and ... Companies, ... Products Company, and other interests as pertaining to their mental, spiritual and material selves and their associates. You will answer the questions we will ask you pertaining to these.
2. EC: Yes, we have the bodies, the enquiring minds, [5417] and [257], and those conditions as surround each in the varied relationships.
3. First with the bodies, these should give consideration as respecting the physical welfare of each. These, while presenting different conditions in the physical bodies - these should be considered as much [as], or MORE than, the business associations and relations; for whether considered from the viewpoint of self's own interest, or of that in which duty bound for welfare of those dependent upon same, or whether that in which each may act in the capacity of business associate, business management - these, unless capable of giving the best - it is not fair to self, to those dependent, nor to the business relations - when these, taken cognizance of and the same care and attention given towards the physical welfare, would mean as much or more than business. Who's afraid of business when the body is physically fit! Ready for questions.
4. (Q) Why do the retail stores known as ... and ..., of which [5417] is merchandiser - not seem to progress? (A) There are MANY conditions that are to be considered in these relations. There IS progress, and progress in the right directions. There must be acknowledged that there are strenuous seasons at the present, and in reality HAVE BEEN for the last five months. The changes as will be found necessary, not so much in the inducements in price - other than that as has been, is, customary in certain seasons, but more interest should be given as to the courteous handling of the varied individual groups TO whom, THROUGH whom, the
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business has been and is dependent upon for the success. Now, these present a different angle from what is ordinarily called the retail stores, where there is the perchance of the sale, or of the group, or of the masses passing, or of the mass production in the distribution, but rather through CLASSES, through GROUPS, and not so much MASSES, does the interest need be made keen by the competitive forces in the sales departments, as to their abilities to meet each and every situation in the best possible manner; and we will find that, with a little more of the newspaper ads - yes, but in certain group classing, or group massing, of distribution of individual articles along certain lines - these also following, followed up, by the distribution of those NECESSARY elements to keep this, not at a high pressure - but as the most economical from the standpoint of getting or obtaining JUST that as is sought through these channels. Get that?
5. (Q) How can new life be brought to the business to show added sales and profits? (A) In just the manner as has been outlined. In following up the groups TO whom and THROUGH whom the distribution is at, and should be in, the highest points.
6. (Q) Would contact between union organizations be successful? (A) Will the articles, or those properties, or those articles that are to be distributed, come through the same channels. This is bad business, to make this as an EXAMPLE. Rather that of the various groups in various centers. Of course, this may be MADE to be worth while, but this calls for some very diplomatic handling, else you would have a rebound that would NOT be satisfactory; for, for a demand on, or for the appeal to, certain groups - there comes the appeal in the opposite direction, see? THAT is the spirit that must be kept first and foremost, that it is HONEST endeavor, to an HONEST group, to give an HONEST product for that necessary, or to MEET THE NEEDS of the varied conditions. THIS is the manner to make it the most successful.
7. (Q) Shall we combine all ... and ... Stores under the name of ..., Incorporated? (A) This, in some respects, offers, of course, a channel - but in such changes made at the present would entail such an enormous AMOUNT of change, that at the very present, or outset, would be NOT in keeping with that desired; yet EVENTUALLY could be MADE to be worth while. Get that? Just partially. That is, there is at the present time discussion and dissension along this very line, and there are groups
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and classes that would be made to FEEL the change was aimed or directed at a different group, see? Then, these would make for hardships for the time BEING, in the quantity - and unless quality AND quantity is maintained, until at least the latter portion of the present year, or the first of the next, these would hardly be the BEST policies at present.
8. (Q) Should [5417] endeavor to buy in another city a store of his own for his future protection? (A) This would be very well, provided that -
9. (Q) How would his present associates feel about it? (A) (Continuing) provided that this was DONE in the proper way and manner; that is, that all associates and all of those interested would KNOW, full well, that such was being done, not ONLY for the protection of SELF, but as an OUTLET for certain of the conditions as HAVE arisen, and naturally DO arise, in such conditions and such surroundings. This might be made, then, to be a valuable asset, not only to [5417] but to those others interested.
10. (Q) Will [5417] put it over, and will he stay after his contract expires? (A) He will be able to put it over, and that is with HIMSELF as to whether he stays after the contract. He will be asked for another!
11. (Q) Would [257] be of any specific value to [5417] in the conduct of the retail stores? (A) In many ways and manners, each and every individual may be made an aid to another, provided neither chooses to be that position of the final answer. THAT must be left WITH the one in charge. There may be COUNSEL, and then there is COUNSEL. The counsel that is of the constructive type is ALWAYS helpful. That of the opposite, NOT always pleasant - nor not always helpful.
12. (Q) What new plan will bring new customers in large quantities? (A) The appeal to the groups in certain sectors, or classes, as has been outlined. Study that well, and you'll have a whole store in itself!
13. (Q) When will the stores show the big improvement [5417] has hoped for? (A) Beginning in April, present year.
14. (Q) What is main reason the stores have not succeeded as expected? (A) The general depressing conditions in ALL PORTIONS of the country. That existent, and cannot be denied - and ISN'T FOUND to be other than is expressed in THESE, in other sectors.
15. (Q) Where should more stores be added? (A) In the adjoining territories that have the larger
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settled population; that is, those districts or those places where there is the continued settlement, and not the SHIFTING settlements.
16. (Q) Advise [5417] how he can conduct himself so he can become an outstanding merchant in N.Y.? (A) Show thyself first approved unto thine self. Then, thou will not be false to any man. Keep the faith as is set in, "As thou would have done to you, do ye even so to others." Work and pray, keeping the faith in that as "That I mete to my fellow man, my fellow man will mete to me. That WILL not, DOES not, EVER fail.
17. (Q) Should [5417] plan to work with [257] in having his furniture built at ...? (A) That is not best in all CONDITIONS; in part very well, but that should be weighed WELL - because there should be changes in ..., even before the real establishing would be begun in such way.
18. (Q) Did [5417] make proper decision in discharging Mr. [...], Friday, in the $40 disappearance? (A) He did correct.
19. (Q) How can we improve [5417]'s present method of selling and conducting our business? (A) Following along the lines as has been given. These are ALWAYS the manner in which to conduct such. First know that the plan as is worked out is a plausible and a feasible one, and a WORKABLE one in the EXISTENT SITUATION. Then work the plan like thunder!
20. (Q) Is the one price policy correct? (A) Correct. Though there may be made in such conditions a three price policy, a more plausible or more feasible one. That not meaning that there are three prices to the same article, but rather the three priced article that follow along, one after the other, see?
21. (Q) Please explain what is meant by the three priced article? (A) There are groups that are only able to pay a dollar for a shirt. There are others that can pay two, or two and a half. There are others that pay five. Now the three groups must be handled in the proper way and manner! Do not try to sell the two-fifty man a dollar shirt; neither try to sell the five dollar man a dollar shirt, or the dollar man a five dollar shirt! See?
22. (Q) How can [5417]'s associate, [...], be of most valuable assistance in the success of the business? (A) These plans as have been set, as regarding the ways and manners in which the body has been or may be of aid, are the better. These followed and worked closely, should be the most satisfactory.
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23. (Q) Why have stores not progressed under his sole management? (A) On account of - not indolence, but on account of the lack of acumen in the handling of those in charge of departments. [...]'s.
24. (Q) Should we continue so many of [...]'s relatives in the business? (A) Gradually weed them out.
25. (Q) Should any of our managers be changed? (A) These should have due consideration, but unless the plans as set forth are worked - then change. As given, be sure the plans are set correct in the various circumstances, and to meet the various conditions in the various places. Each store represents a WORLD of its own, and the management of same - or of one - may not BE the same character as necessary for the management of another. As these are worked out, see that they conform to the IDEALS - as well as the IDEAS - of one managing same. We are through for the present. Copy to [5417] " " [257] " " Ass'n office " " Datastician