“Leather dehydrates. Did you take chemistry? Did they tell you that in chemistry? The shoetree you hold in your hand has been treated with a thin emollient possessing exactly the consistency and molecular structure of human foot oil. Save your shoes! Save them!”
“But they’re locked up. How could I get them into the shoes now?”
“The guard,” Feldman said.
“He’d never let me.”
Feldman reached behind him. “Slip him this candy and wink.” He forced a bar of the confectioners’ sugar into the young man’s other hand.
When Feldman had finished with him the young man had spent three dollars seventy-six and a quarter cents in prison chits. It was a goddamned shopping spree, Harold Flesh said. He had never seen anything like it.
It went on like that for days. Feldman sold things in half-dozens that had never been sold before at all. He pushed the number-four pencils, and when the men discovered that these produced unsatisfactory, almost invisible lines, he sold them ink into which they could dip their pencils like old-fashioned pens. He had luck, too, with the flower balls, which was the only thing that could neutralize the taste of the guava soda. The mauve soda neutralized the taste of the flower balls. Only the suntan lotion neutralized the taste of the mauve soda.
He told the men that the difference between success and failure lay in education.
“I know,” one said, “I’m taking a course for college credit.”
“College credit? College? Don’t kid me.”
“I am. European Literature in Translation.”
“Then why are you here? It’s Saturday afternoon. Why ain’t you at the game? Where’s your pledge pin? Who’s your date for the big dance?”
“Are you calling me a liar?”
“I’m calling you a fool,” Feldman said. “Tell me, Professor, what is the capital of South Dakota, please? Which is smaller, the subtrahend or the minuend? Give me the words of ‘The Pledge of Allegiance.’”
“What are you talking about?”
“Fifth grade,” Feldman said.
“Hey—”
“Hey, hey,” Feldman said. “What’s the matter? You never heard of the formative years?”
“The formative years?”
“Sure the formative years. Of course the formative years. It makes me sore the way you guys are taken for a ride. Why are you here now, do you suppose? Because you stole a car, pointed a gun, beat up a grocer? You’re here now because you had lousy formative years. Malformative years is what you had. I won’t fool you — you’re a grown man. What’s done is done. I can’t make you nine years old again, but I can give you a tip. Listen to me, college boy. The only education that counts is the education you get in those formative years. The difference between you and the squares is that the squares know ‘The Pledge of Allegiance.’ Imagine someone pointing a gun who can tell you the capital of Iowa.”
“You know, you’re right.”
“Of course I’m right. Go back, go back. Learn what everybody learned that you didn’t learn. There’s a program for men who didn’t complete grammar school. Sign up for that. It’ll be your reformative years. Here,” Feldman said, “you’ll need paste. There’s no time to lose. Here’s blunt scissors. Take notebook paper. A ruler. Here’s crayons. Here’s gummed reinforcements.”
In a week all that was left was what Feldman had hidden. Gradually he began to reintroduce cigarettes, books of matches, edible candy, the toiletries. These he let Flesh and Walls and Sky sell.
“You hate these guys,” Flesh said.
“No,” Feldman said. It was true. He loved a good customer. Feldman himself was sometimes an easy mark for a good salesman. The formative years, he thought.
“It’s as though they had to spend money,” Sky said.
“That’s right. That’s right, Sky.” Feldman felt expansive. Without fear, the mood of his safety still on him, he had begun to miss his life, to feel a sort of homesickness for the habit of being Feldman. He was tempted to talk to them as he had sometimes talked to his employees. (Gradually he had begun to think of the three as his employees. Criminals. The best staff he had ever put together.) “Anticipate the consequences of desire, and you’ll be rich. All things are links in a chain. All the things there are. Objects take their being from other objects. A salesman knows. This is the great incest of the marketplace.” This was the way he spoke to his employees — after hours, the store closed, before a weekend perhaps, or a holiday. There was something military about it. He might have been an officer who had just brought his men through a great battle. There had been blood. Money and blood. All shoptalk, all expertise had a quality of battle about it, of exultation in the escape from danger. Something was always at stake, every moment you lived. No one could ever really afford to tell the truth. Even after hours, when the store was closed. But sometimes the truth was so good you couldn’t keep it to yourself.
“Unless he’s enormously wealthy a man puts out just about what he takes in. Some people get behind and a few rare ones get ahead, but for the most part accounts balance. This is so no matter what a man earns. There’s something humorous about the plight of some young fellow struggling to get along on five thousand a year still struggling to get along on fifteen thousand a year ten years later. It’s because desire’s built into the human heart. Like the vena cava or the left ventricle. It’s there from the beginning. You never catch up. When I found this out I wanted to be in on the action. I asked myself: if all things are links in a chain, what must I do to control the chain itself? The answer was clear. I must own a department store! Did you know that in England, where they were invented, they used to be called ‘universal stores’? So that’s what I worked for, because the possibilities are unlimited in universal stores. There’s everything to sell.
“I’m telling you what’s what. That’s usually a mistake, but I don’t see right now how it can hurt me. I’ll surprise you. I’ve always been very fond of my employees. The boss usually is. He loves a man who works for him, who furthers his ends…
“What was I talking about? Yes. I like to wait on trade myself. Sometimes I try to see how far I can take a customer, if I can wrap him in the chain. Once a woman came to buy some gloves when I was behind the glove counter with my buyer. She spent four thousand dollars and had been on every floor in the store and in almost every department before she left. Admittedly that was unusual. The woman was wealthy and had almost no sales resistance, but wealthy or not, she got in over her head. That’s the test.
“Listen, it’s like odds and evens, men and women, Yin and Yang. I discovered — I had help, my father was moving toward this before he died — that there are casual items and resultant items. An object can be both, but usually it’s one or the other. Ice cream is casual because it generates thirst. But chewing gum is resultant. That’s why they put it by the cashier’s counter in an ice cream parlor. A hammer is resultant, but a two-by-four is casual as hell.”