The Bridgeport evening farmer. [volume] (Bridgeport, Conn.) 1866-1917, 1916-01-26
Service and Advertising
Are Key Notes of Success
in Automobile Business

That the sale OF automobiles at re-
tail offers greater opportunities for
making a bigger return on the money
invested than almost any other bust
ness, is the opinion of John N. WHY'S,
president of the WHY'S Overland Co.
ct was just talking with q man who
is handling cars in a. city of $4,000 in
habitants. This man, who started with
only a small amount of capital, and
who has been in the business for a
good sized bank account. And he was
not handling a car which was a. big
seller EITHER" says. Mr. WHY'S.
This man, according to his own
statements, went into the business to
make money and he never allowed
himself to lose sight of that fact for
an instant. He ran a garage, like the
majority of automobile dealers, but
differed from them In that he con-
sidered the sale Of motor cars, which,
after all, was the source of his great
est profits.
Realizing that while the automo-
bile manufacturers themselves were
doing the major portion of the work
of creating a desire on the part OF the
average person to own a motor car,
this dealer made his success by doing
something on his own hook to tie up
his efforts with those of the manu-
facturers In other words, he got his
being spent in various ways to sell
automobiles.
while he never missed an oppor-
tunity to cooperate with the manu-
facturers in their advertising cam
paigns and sales promotion work, he
also realized the necessity for con-
Quoting advertising campaign of
his own in the local papers.
ffThis mani will call him Mr. Sue
cessfu1 Dea1er-did some thinking and
figured out a sales campaign of his
own. He realized that there were
many. different makes of motor cars
offered for sale in his community, all
of which were good value for the
money. Therefore, if only he could
offer something more than they could
get with any other car, the business
would be coming his way.
but what could he offer them
That was the problem
'tHis efforts in training capable
manager to operate the garage in an
efficient manner nd already answered
the problem. People came to his
garage because they were treated
right. They got good service and
they told him, so. They didn't know
much more about motor car than
how to operate it. When anything
age to have it fixed. But they wanted
the work done, to suit their conven-
fence, as much as was humanely pos
sib1e. And they were willing to pay
for it.
s.Al1 right Mr.. Successful Dealer
told the people in his territory about
the service he was prepared to give
his users; told them about his ideas
of service and defined a broad, sensi-
BILE service policy which he had
adopted.
His advertisements told of Incl
dents where his service crew went
miles out into the country and in the
dead of night to help q, cripple When
you bought a, car from him you got
more than just a good automobile
you were guaranteed good service
cheerful1y rendered. which is one of
the biggest contributors to motor car
satisfaction.
"And he lived up to his policy.
Every once in a while he did a little
more for someu ser than would ordi-
nari1y be expected-went out of his
way to show that he appreciated the
business and that when Mr.. Automo-
bile Owner was in the market for
another car he wanted to sell his one.
''And, as a consequence, he is sell
ing most of the motor cars in his city
and vicinity