when a really rich feeling of personal friendship has grown up between them, he makes a quick hard touch, and in a surprising number of cases is able to put over a new and larger policy on him.
That's Service—and, like Virtue, it brings its reward.
And so in other businesses. The grocery customer will often prefer a second-rate apple in a handsome wrapper to a first-rate one carelessly bundled in plain tissue paper. A motorist will stand for pretty bad gasoline if the gas-station employees wear handsome uniforms, greet the customer respectfully, and wipe off his windshield free. A man will often put up with small rooms, high prices, and even pretty poor food if both the reception clerk and the manager treat him like a friend, give him a warm handshake, and, this most especially, learn his name thoroughly and greet him by it when he returns a second time.
That's Service!
And remember that only a low and sordid commercialist would look on it as something which
