The Richmond Virginian. (Richmond, Va.) 1910-1920, 1912-12-15
BY r. r. FERGUSON

Motor Vehicle co.
Does your customer buy. or do you
sell him? Don't take IL for granted
when "a man walks into your sales
room. or consents to a demonstration.
that he Is half sold. This Is merely
an production. and Ii is stiil up TO
you 10 make the sale, and you cant
tell from the cut OF a mans coat now
much money he has in the bank
Selling automobiles is a merchandise
ing proposition, pure and simple. ana
IL is your duty to give the customer
The same amount of courtesy and at
tentiun that he receives in any high-
ca~s store. Buyers appreciate coar-
,esy.
AS John Lee Mahin once said: THE
buying unit is the family" and you
should as soon as possible, ascertain
the purpose to which the buyer wishes
10 put the car: who else is To be con-
sdered besides the prospect, ana then
shape your arguments accorulnSlg
Here IS an actual instance; A man
naked into a sales room of Kan
sas city deals about ten days ago. lie
was lust an ordinary looking human
being; possibly not quite up to the
average in appearance. life did not
walk right up 10 the proprietor, bat
| wandered around among The cars on
the floor The dealer happened to De
talking with d friend and was in the
Iddle of a detailed description OF a
show he had seen the night before;
so he allowed the unimportant look
ing stranger to remain unnoticed. The
cars could not talk; they can't sell
themselves unaided so the man finally
| walked out Just across the street
there was u sales room, with newly
painted front. A car was displayed
attractively In the show window, and
the atmosphere OF the whole estap-
ishment was up-to- date business
, methods The window was clean ana
the interior presented an attractive, en-
, tetprising. inviting appearance.
when the stranger stopped in front
or the window, d sal man Immediately
opened the door and invited him TO
sion inside where he could get much
better view Of the car. once inside
the sa lesman asked: Have you ever
had any experience in operating I,
carq" This was a safe question. and
IL opened the door at once Tor a
, friendly discussion. Every man Is
, Gag to tell about his own mtoor ex-
! periences, even II he has a ons time
, ON ned even an Autiquated one cylinaei
/ | model AS the prospect told his eX'
= neriences the salesman. without an
a | tagoniZing him. was able TO ora"
e / comparisons between the car, the pros
= peet once owned and the new car on
n display. No matter what car pros
a nee, has driven. he does not want his
= Judgment questioned often a man II
@ inst MS sensitive TO criticism apou
Y his car as he would be about hi!
n | wife,
r. During the discussion. the pros
10 pective customer mentioned the rae
Il that his old car was not adapted 10
- use nv his wife and daughter, ow
. 20, a inn
dealer then called the prospects at
tertion to the fact that the car on dis
/ vlay permitted access to both IRON
doors. and allowed a lady passenge
Ia the front seat with the driver TO al
4, vays be able to tsep out upon the cur
III and not To be compelled 80 wal
IN around the car In order to get |
the sidewalk
A. the conversation progressed, tn
-~ respect WAS unconsciously being sol
'e and was lead up to the point wher
he, h}rfs self asked for demonstTa
ton with the result that the entir
a family, a a unit, bought the car.
AZ The salesman sold the car withot
the prospect realizing that he wa
n being forced Ia buy. The main thin
In is TO allow the prospect TO think n
r. Is buying the car, while IN reaiity yo
re are selling IL to him. The moral {
IA your car may be It cannot possibi
sh sell Itself alcSe This is just an e,
as ample II one type Of buyer The ma
re. who has owned ear and who got
nd shopping when he buys.
CO Know your man before you try
sell him BY using little tact an
sc dealer can ascertain the purpose
ar. which the prospect intends to put IN
nd car he buys: whether or not 1t is *
Is. family use, personal pleasure, croi
ne country touring or for business pul
'3s poses Experience in selling mott
cars teaches that all prospective blu!
nd ers may be separated into FIVE mai
es classes:
he A. Price Tag The man who
ID, boxing for a bargain. regardless
he the age, and often regardless Of II
condition IF the car. just so that
gets car that will run, seconC
hand car or any old car will do, Tn
ne class of buyers are limited usually
he wage earners, who hesitate between
ke motorcycle and second hand mot
III car Before wasting any time on hir
a and out how much real money he b
ne 10 invest, and unless he has cash
h hand. pass him up courteonsly d
i'll quickly Remember your time Is va
IL uahie. your expenses are going
while you are talking to him.
he b. Secondhand Flend. This ms
IL IL a shrewd buyer. He is the Dav
he Warern Of the automobile bus mes
D. Usually with little money and tfyir
n to unload on you, In the hrst pia'
he bought much used second-naT
he car. then he invested a little mo
er, money and traded II with "A frfer
TX. for a better car. hoping he cou
al, unload his new purchase on yon
an paying a small amount OF cash M
ne t'rg 2 brand new up-to-date mod
He Dent lat your desire to move G.
In from the sales room to the sire
no lead you into such an unhusinessltl
ID. transa ct'on. Just remember that Il
a second hand car may prove Will
elephant on your hands. II costs ju
about as much money to keep capt
Ib. tied up in second hand unsalahle G
nd as II would to feed and care for I
Ter aIanhanf Rather Than do this