Tulsa daily world. [volume] (Tulsa, Indian Territory [Okla.]) 1905-1919, 1915-04-25
TEACHING PUBLIC
HOW TO PURCHASE
Hugh Chalmers Is Again
Springing Something New
in Auto Line.

Hugh Chalmers declares that fewer
and fewer motor cars are going TO be
sold but that more and more are going
to be bought
The Detroit motor manufacturer
feels that America has reached the
point where it can see the folly of eX-
altiug the value of salcsmanship and
of losing sight of the value Of buying.
He would rather have Chalmers
cars intclligently bought than cleverly
sold.
The knows that the happiest part to
have played i'm any trade is to have
bought intclligently.
Hugh Chalmers has come out, ac-
cOrdingly with one of the most reNo-
lutionary departures ever bcheld in
the history of American trade. He
has launched into a great nationwide,
comprehensive campaign to impart to
the American public the fundamental
principles of sound buying, Chalmers
advertising has taken new turn. 1t
no longer strives to sell. 1t is teaching
the public how to buy.
Everybody is i'm the automobile
business" declares Mr.. Chalmers
quoting the remark of one of his deal
ors who every time he sold car, he
had to sell it in competition with 100
other manufacturers and 25O,000
owners
THE desire to sell your old car, and
the desire to buy a new one con-
tinued Mr.. Chalmers, ARE often con.
fused-to the deuiment of the manu-
facturer, and, | believe, to the detri-
ment Of the car owner"
He urges every prospective car
purchaser to seek bids or prices on a
basis of cost and service, to make his
10 fgAt 4trtg. lNr d q aI
standpoint, and then, and not until
then, to try to sell his own used car.
1t is unfortunate that the owner usu-
ally buys a new car in just the op-
pOste way. He goes to the various
dealers to sell his old car, rather than
to buy new one, and many times
you will hear him lament: q would
rather have had car So and So this
year, but Dealer So and So gave me
more for my old car"
Dealers. Not Cars, Vary.
Nov. no standard car manufac-
turer varies his price, and but few
dealers do. The fluctuation, the jock
eying comes in the exchange for the
old car.
MANY a $50 greater allowance for
an old car has cost $3.50 worth of new
car to the owner.
But while such a loose screw in his
business would arrest the business
mans attention in minute, it seems
to get by him in the matter of pur-
chasing a motor car, which is, how
ever, none the less a business trans
action.
zone business man who now buys
q new car every year, noticed this
peculiar bit of psychology.
''EIc goes to each dealer in the class
in which he is interested, as the buyer
of a motor car.
"The dealers vie with each other to
sell him. They show him everything
they have in the shop and put the best
foot forward
"After he decides what car he wants
for cash-he brings up the subject
of his old car.
I"Then he and the dealer endeavOr
TO work out by trade, or by selling the
old car for him-or by him selling il
for himself-a satisfactory deal.
1--WE sold him twice on this salts
factory basis-once he selected an
other car and they sold him on the
same satisfactory basis.
1--WE don't expect to sell everybody
a Chalmers car who looks at it, but