Atlanta Georgian. [volume] (Atlanta, Ga.) 1912-1939, 1912-11-16
AL To statesmen
NOT WHAT THEY
ONCE WERE
BY a Veteran Salesman.

n TOT so many years ago there were
~ more automobiles sold at 2
o'clock in the morning than at
2 o'clock in the afternoon. That was
tile period in the automobile history
when good fellowship counted for more
than any other quality in the sale of a
machine, The salesman then, as
rule, knew a good deal more about how
to get the signature on the dotted line,
by giving his prospect a good time
through filing him with strong drink
after lively demonstrating 10y ride"
than he did about the merits Of his ma
chine. He was an expert barroom
salesman rather than an expert autoist.
This spirit in dealing withe custom
ers was not then confined to the sale
Of machines, but largely prevailed in
every branch of the automobile bust
ness, including that of auto accessories.
In more recent times a great change
has come about. Customers can no
longer be bribed with champagne and
cigars and good time into buying any
thing connected with the auto trade.
The customer today demands two
things-good service and good value
Only that salesman can hope to win
who can make good" on these two es-
sential points.
In its early history, fancy profits
was the rule in the sale of everything
connected with the auto. That day has
gone, never to return. No branch Of
modern business is faced with keener,
livelier, more active or more biting
competition than is today found In
every branch of the auto Industry.
Some branches of it, more especially
the tire branch, is handled by the trade
all over the country, on a bare broker
age. The dealers only hope of profit
for himself is in getting a large volume
of sales. The salesman's only hope of
success is in building up large per-
sonal following. This he can never do
unless he gives good service.
The customer has a right to expect
and, in fact demands of the salesman:
I. That he shall know his business
from start to finish.
2. That he shall be able to give intel
ligent information.
3. That his statements shall be truth
ful and dependable.
4. That his promises shall be faithful
y kept.
salesman as gentleman would treat
him.
It's good thing for the customer,
the salesman and the trade that the
day of the barroom salesman in the
auto accessory trade is a thing Of the
past.
Goods must now be sold ON their mer-
1, II. l..
coed must substitute real knowledge
for bluff and good fellowship. The
salesman of today must begin his days
work with a clear head instead of with
a muddled brain. He now finds him
self a hard working member of a digni-
fed profession rather than one who is
playing at a game.
All this means better and more intel
ligent service to the customer and more
manhood and higher respect for the
salesman.
Fathers formerly hestated, with good
reason, to permit their sons to enter
any selling branch of the automobile
business, through fear of the possible
demoralizing influences surrounding
such occupations. Today, as a rule. a
Young man is morally as safe in this
branch of trade as he would be in the
hardware, grocery 'or other standard
lines Of merchandising
The old-time barroom auto royster-
err is being replaced by the temperate,
intelligent, capable, efficient salesman,
who wins out by knowing his business
and by giving it his faithful attention.
He is an all round superior type man
and therefore deserYedly commands a
greater respect and a higher degree of
confidence on the part of the customer
than did the former loose thinking,
loose living and loose acting automo-
bile or auto supply salesman