The Washington herald., 1916-12-24
MAKERS take IDEAS
OF DEALERS NOWADAYS
Gradual Evolution in Automobile
Trade Is Improving Conditions.
BY "sI, GRoGAN.

The dealer is coming into his own. For
the first time In the history Of the auto
mobile business the man behind the gun,
the one who really makes the factory
possible, IL coming into his share of con-
sideration.
1t has been more or less the habit of
the manufacturer in seasons past to 60
ahead, plan his production for the COM
Ing season. call the dealers to the fac
tory for q conference, tell them here is
the new line, gentlemen. 60 out and sell
1t. The dealer had his contract with
the factory, he had advertised himself
as their representative and the fact that
q new Nmodel would be offered shortly.
There was nothing left to do but agree
that the car presented in the finished
state for his approval was the thing to
sell and then go out and put 1t over, no
matter what his personal opinion might
be-
In his own home town he was bigger
than the factory. what he said and his
own personal guarantee often went furth-
er than anything that the manufacturer
might have to offer in the way of a
sales argument. Besides. in agreeing to
handle the car in question the dealer had
tacitly admitted that what the factory
did was right
In signing his years contract the deal
er had specified certain delivery dates for
shipments and he had to take them or
not. The factory notified him that GER
tain cars had been started on their way
and in due course the bill OF lading with
sight draft attached was received. 1t
was up to him to unload the machines
and II there was not room in the show
room or garage to provide storage ia
cilities until such time as they were sold
or room could be found on the show
ioor.
Sales were left entirely up to the deal
or. He had to work his territory, ap-
point his own sub-agents and dig out
all his own prospects once the factory
had sent the cars to him they were
through.
Condition Changed.
Fortunately this condition has changed.
Motor car manufacturers taking a tip
from other lines of business have found
1t well to consult their dealers before
making any radical changes in construc-
ton. Some of them have learned by ex-
pertence that though the dealer may not
be rated quite so high in the financial
standings as they are, still in his own
community his word carries considerable
more weight. He has known the people
OF his own community for a good many
years and always having proven truthful,
they stand ready to put credence In
what he says.
Nor does he hesitate to approve or
condemn a factory move for he realizes
that though he may displease those
whose line he represents, after all he
Is the man who should have the final
say.
There Is going to be no revolution In
calling the dealer into consultation on
the new models. 1t Is working out
gradually. The designers are getting In
| touch with him and ascertaining what
he likes and what he can sell and are
going to furnish him with that very
| thing. Further, as some companies are
already doing. field men are to be sent
out to help develop his territory.
Look Over Territory.
No matter how fine any particular
piece Of territory has been worked there
still remains a few who would buy cars
| If properly approached and sold. They
hesitate to come forward themselves
and seek information about motor cars
for one Of a number of reasons figuring
either that they cannot afford a car
or that 1t is too complicated a piece of
machinery for them to operate
The factory field men are out for the
purpose of working on this class OF
prospects and the number of sales that
they have made to date for the dealers
whose territory they have covered Is
the best evidence Of the fertility of the
field.