The Complete English Tradesman (1839 ed.). Defoe Daniel

especial, but even every tradesman in his station, must furnish himself with a competent stock of patience; I mean, that patience which is needful to bear with all sorts of impertinence, and the most provoking curiosity, that it is possible to imagine the buyers, even the worst of them, are or can be guilty of. A tradesman behind his counter must have no flesh and blood about him, no passions, no resentment. He must never be angry; no, not so much as seem to be so. If a customer tumbles him five hundred pounds' worth of goods, and scarce bids money for any thing – nay, though they really come to his shop with no intent to buy, as many do, only to see what is to be sold, and if they cannot be better pleased than they are at some other shop where they intend to buy, it is all one, the tradesman must take it, and place it to the account of his calling, that it is his business to be ill used, and resent nothing; and so must answer as obligingly to those that give him an hour or two's trouble and buy nothing, as he does to those who in half the time lay out ten or twenty pounds. The case is plain: it is his business to get money, to sell and please; and if some do give him trouble and do not buy, others make him amends, and do buy; and as for the trouble, it is the business of his shop.

      I have heard that some ladies, and those, too, persons of good note, have taken their coaches and spent a whole afternoon in Ludgate Street or Covent Garden, only to divert themselves in going from one mercer's shop to another, to look upon their fine silks, and to rattle and banter the journeymen and shopkeepers, and have not so much as the least occasion, much less intention, to buy any thing; nay, not so much as carrying any money out with them to buy anything if they fancied it: yet this the mercers who understand themselves know their business too well to resent; nor if they really knew it, would they take the least notice of it, but perhaps tell the ladies they were welcome to look upon their goods; that it was their business to show them; and that if they did not come to buy now, they might perhaps see they were furnished to please them when they might have occasion.

      On the other hand, I have been told that sometimes those sorts of ladies have been caught in their own snare; that is to say, have been so engaged by the good usage of the shopkeeper, and so unexpectedly surprised with some fine thing or other that has been shown them, that they have been drawn in by their fancy against their design, to lay out money, whether they had it or no; that is to say, to buy, and send home for money to pay for it.

      But let it be how and which way it will, whether mercer or draper, or what trade you please, the man that stands behind the counter must be all courtesy, civility, and good manners; he must not be affronted, or any way moved, by any manner of usage, whether owing to casualty or design; if he sees himself ill used, he must wink, and not see it – he must at least not appear to see it, nor any way show dislike or distaste; if he does, he reproaches not only himself but his shop, and puts an ill name upon the general usuage of customers in it; and it is not to be imagined how, in this gossiping, tea-drinking age, the scandal will run, even among people who have had no knowledge of the person first complaining. 'Such a shop!' says a certain lady to a citizen's wife in conversation, as they were going to buy clothes; 'I am resolved I won't go to it; the fellow that keeps it is saucy and rude: if I lay out my money, I expect to be well used; if I don't lay it out, I expect to be well treated.'

      'Why, Madam,' says the citizen, 'did the man of the shop use your ladyship ill?'

      Lady. – No, I can't say he used me ill, for I never was in his shop.

      Cit.– How does your ladyship know he does so then?

      Lady. – Why, I know he used another lady saucily, because she gave him a great deal of trouble, as he called it, and did not buy.

      Cit.– Was it the lady that told you so herself, Madam?

      1

      [October 22, 1707. – Admiral Shovel, with the confederate fleet from the Mediterranean, as he was coming home, apprehended himself near the rocks of Scilly about noon, and the weather being hazy, he brought to and lay by till evening, when he made a signal for sailing. What induced him to be more cautious in the day than in the night is not known; but the fleet had not been long under sail before his own ship, the Association, with the Eagle and

1

[October 22, 1707. – Admiral Shovel, with the confederate fleet from the Mediterranean, as he was coming home, apprehended himself near the rocks of Scilly about noon, and the weather being hazy, he brought to and lay by till evening, when he made a signal for sailing. What induced him to be more cautious in the day than in the night is not known; but the fleet had not been long under sail before his own ship, the Association, with the Eagle and Romney, were dashed to pieces upon the rocks called the Bishop and his Clerks, and all their men lost; the Ferdinand was also cast away, and but twenty-four of her men saved. Admiral Byng, perceiving the misfortune, altered his course, whereby he preserved himself and the rest of the fleet which sailed after him. —Salmon's Chronological Historian. London, 1723.]

2

[There is much reason for receiving all such complaints as the above with caution. The extravagance of the present, in contrast with the frugality of a past age, has always been a favourite topic of declamation, and appears to have no other foundation than whim. Indeed, it is next to impossible that any great body of men could exist in the circumstances described in the text.]

3

[Stock is in this book invariably used for what we express by the term capital.]

4

[Cicero is here given by mistake for Seneca, who thus suffered death by order of the tyrant Nero.]

5

[This misuse of the term merchant continues to exist in Scotland to the present day.]

6

[Individuals dealt with.]

7

[It would be hard to doubt that Defore was sincere in this pleading of the rights of the apprentice; but its morality is certainly far from clear. The master may have gained customers with difficulty, by the exercise of much ingenuity, patience, and industry, or through some peculiar merit of his own. Indeed, it is always to be presumed that a tradesman's customers are attached to him from some of these causes. Of course, it would be hard if his apprentices, instead of collecting customers for themselves by the same means, seduced away those of his master. The true and direct object of an apprenticeship is to acquire a trade, not to acquire customers.]

8

[The practice of trade now sanctions courteous expressions of this kind.]

9

[Sammel is a term of art the brickmakers use for those bricks which are not well burnt, and which generally look of a pale red colour, and as fair as the other, but are soft.]

10

[The story of the political upholsterer forms the subject of several amusing papers by Addison in the Tatler.]

11

[To stand in the presence of a prince is the highest mark of honour in the east, as to sit is with us.]

12

[The