The sun. [volume] (New York [N.Y.]) 1833-1916, 1916-01-02
MITCHELL 100000
CAR SELLING BOOK
"Every Car Sells Another" Is
the Slogan in Using
Owners Letters.
BIG NEW YORK DEMAND
~ OTIS O. FRIEND,
General sales ManaGer, dastehs1l.
l~~fs Nf0Aop On. ~. sd

~ OTIS @. FRIEND,
General sales SGanaser, aGssshssl.
Lewis Motor CO
For . long time the Mitchell-Lewfs
Motor Company annually has sold Its
output Of Mitchell cars by cooperating
with its dealers on a comprehensive plan
which includes the following cardinal
principles Of motor car MERCHANDISING:
Make the car It's own best argument.
Utilise the enthusiasm Of the satisfied
buyer to sell another car-he will be
our salesman even II he never SOLE any
goods In his life.
Remember enthusiasm 10 the ammuni-
tion-salesmanship is the ability TO fire
the ammunition and hit the mark.
More than 1000 "Six Of 'l6" cars have
been sold by the Mitchell company.
There are enough orders on u books
to warrant the greatest degree Of op-
timism about the coming spring bust
ness n the Mitchell-Lewis Motor Com
pany never was In better condition
financially. That appears to prove hat
we are giving great value for the money
In THE Six OF 'i0." 3l.250 model; that
We can make money for dealers and
pay capital N adequate return for its
Investment In he old time tried and
we'll founded Mitchell company.
A general sales manager. hacking
away day after day on the salesmanship
bulletins, keeping In touch with the
factory production efforts, using w
oceans Of money on long distance tele-
phoning or telesaphing. pulling and
hauling with representatives OF trans
portation concerns. IND many unique
things about his organization and his
copartners the dealers that help to
shorten oflce work..
I an reminded Of what I think r.
one Of the o novel ways Of conduct
ing motor car selling ever reported. One
OF our dealers wrote to me recently
that he used . $1,000 o book to helr
Mm increase his sAless Naively. I "fell
for this as the man In the street would
say. and wrote: Dear Brown. kindly
tell me tho name Of THAT high priced
book. Did the book agent stun YOU
or Is II 80 valuable after all?' In due
course Of time I received his reply
New name for an old. old thing !
have a boo made up Of letters from
every man who buys a Mitchell ca,
from me. There are more h 1000
chapters. each representing the idea;
Of a man who has purchased a ssh
Of '16" at $1.250. Just as sure as tbs
national show Is going to be held IN
New York there will - . $1,000. oo(
book. for We will have sold more thar
1000. 900 worth Of Yitchen cars b,
that time"
The value Of the enthusiasm Of &
satisfied owner Of a car to = dealer
10 in direct proportion TO h use thai
the dealer makes Of the buyers testi
monial letter. I would therefore thinl
that one Of tho biggest assets the Mitch
ell company has 10 It's long list OF sat
isied. owners. II is what makes m!
position easier TO maintain. II 10 wha
, has induced US to utilize the slogan
Every car sells another"
A. for the prospects for the 1916 mar
, ket-therc's nothing in the situation
that warrants anything but optimism
In New York territory the Carl II. Pag
Motors Company has made such insis
tent demands upon the sales manage
at the factory for shipments that moth
ing but through express car servic
would do for the New York dealer. Tn
New York territory maintains Its stead,
demand for the Mitchell. the three pas
senger roadster and the sedan type hav
ing had the greatest triumph ever az
corded the Mitchell motor car In tn
Atlantic seaboard district. This de
mountable sedan top means that tn
buyer gets an all year car for all kind
Of weather at the expense Of only on
car and one body. affording an enclose
car for winter at a emal extra cost.