The Washington herald., 1911-08-13

line of goods, q man must be STU
dent Of human nature. The better
student, the better salesman. Not only
must an automobile salesman be able
to read human nature, but In addition
he must be a diplomat. He must know
when to be firm with a prospective
customer as we'll as when to continue
to wax enthusiastic about his product.
To sell a motor car is a far differ
ent proposition than disposing of other
bulky merchandise. The customer does
not enter the store, look over the car,
study it's lines. listen to the song of
the salesman, gossip about the color,
ask a few questions about the horse
power, bore, and stroke Of the engine,
and then sign an order for a machine.
at the same time putting up a deposit
as evidence of good faith. If he did,
the selling of the car would be simpli-
fled and the profits of the company
greatly increased.
There was a time when people came
into automobile showrooms of their own
accord, and though they did not know a
spark plug from the differential, after
looking at "a machine would give an or
der. This was in the heyday of the
business days that have gone to come
cred merely as luxuries that the rich
alone could afford. They were consid-
cred merely as another method of afford
ing the man with money a new and
delightful recreation. They were not
looked upon as an asset in the business
world, and 1t was thought that. like the
bicycle, they would enjoy a few years
of prosperity. only to be relegated to
the background.
Buyer Must BE shown.
The prospective buyer Of to-day is
from Missouri and wants to be
Shown" Purchasing an automobile is
to him as much Of business transaction
as the buying of a piece of real estate.
No one would buy property unless he
first ascertained where 1t was located,
what improvements 1t had, what the
surroundings were. as we'll as facilities
for reaching 1t, and last, but not least,
If q clear title could be gotten. The
same things now enter into the buying of
machine.
The prospect" the trade term for
every man in the market for a machine,
wants to know how the car picks up on
high or direct drive, and how 1t can
climb a hill. On this point Americans
have a fallacy which many makers are
trying to overcome. They seem to think
that the car has but one speed, high,
and every grade must be taken on that.
The foreign motorists who have owned
motor cars longer than Americans. real
ize that they have intermittent speeds,
which are put in the car for use on
grades and make use Of them on every
occasion when they should be used.
As a result their cars receive less
strain and last longer. Some have
claimed that one reason why many
foreign-owned cars outlive Amer
ican manufactured machines of the same
price is that better materials are used,
but such is not the case. 1t Is simply
better knowledge of how to use their
machines. The handling of the cars in
congested districts, whether 1t will throt-
tie down. pick up quickly, the easy rid
ing qualities and a thousand other minor
points are questions that can only be
answered by means Of an actual Demon
stration.
That "show me" disposition has given
rise to the necessity Of maintaining one
Or more demonstrating cars of different
models, an added expense to the dealer,
for a new car cannot be taken off the
floor and used.
"Beats" Work Dealers.
This has also made life burden to the
dealer, for the privilege is much abused.
There is class Of people who have no
intention Of buying but shop along the
trade, dropping in here and there and
asking about different cars displaying a
certain amount of knowledge of automo-
biles in general, and finally winding up
by suggesting that they would like a
demonstration. Many times they sue
ceed in getting a free ride, and besides
taking up the time of the dealer or his
salesman put him to needless expense
IN taking a car out.
1t is in cases of this kind that the
ability to read human nature comes into
use. II the salesman thinks that he is
being worked for a free ride he diplo-
matically tells the party in question that
he is very sorry but that at the present
time he cannot take him out as "all of
the demonstrating cars are in use, but
If you will leave your name and tele-
phone number 1 will call you up at
later date and arrange to take you OUT
All kinds of schemes have been de-
vised to kill OF the joy rider. but few
have proved successful. Nowadays Ii is
hard to tell who intends buying a car,
judging by personal appearance or the
conversation relative to motor cars in
general Nearly every one has a slight
of their construction and op-
Grafton. With the farmers buying so
person who wanders into a motor sales
room may have In his pockets a roll of
bills which is prepared to exchange
for a car. Therefore, 1t behooves the
to be diplomatic.
The JOY rider knows this and takes
advantage of 1t. 1t is a case of match
ing brains against brainA and different
methods have been employed by agents,
but no one plan seems to fill every bill.
Agents Frame Scheme.
A number Of Washington dealers have
in vogue a plan which goes far to break
up the long joy ride. Motor cars have
been so far perfected that machine
does not have to be driven 100 miles or
more in order to show what 1t is capable
of doing. The man who comes in and
says he is in the market for a car which
he intends to use for country work would
like to have Q demonstration over such
kinds of roads as he will most likely
travel is asked to put up a deposit of
sufficient amount to cover the expenses
Of the trip. In case of a purchase, this
amount is deducted from the price of the
car.
1t is cnly on the fine points of the
that the wise one wants to
be informed. He has no doubt as to its
stamina, and this can be shown to him
In a ride of an hour, or perhaps in less
the power and quietness of the motor
and the easy riding qualities of the car
itself.
Demonstrating the commercial truck
s an entirely different proposition from
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