New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1917-01-21
Real Merchandisers VIII
Find Opportunity in
Auto Line
BUSINESS COMES NOT
so MUCH BY DEFAULT
Pathfinder Official Out.
lines Present Day Demand
in Motor Industry

"There are great opportunitie, /,
the retail automobile business for eoos
business men and aggressive salesms,,
says st. Clair Couzens, assis,,,,
director Of sales and advertising a,
the Pathfinder Company. THE grOx,b
Of the automobile business hss bee,
so rapid that for the past number n
years many men started 70 sell car,
who were not qualified by experienc.
or ability. In many cases they did no.
have sufficient capital to carry on thei,
business in the right manner.
MANY times these men succeeded ~.
CARELESS of their ability, because there
was big shortage Of cars. The auto.
mobile industry is still growing and
growing rapidly, but competition is be.
coming more aggressive. The supply
of statesmen has not kept pace with the
rapid growth of this business. partieu.
larly In the retail field, and the sales.
man who has initiative and enthusiasm
the knack Of dealing with people and
determination should seriously con.
slider the future he has in this grea.
industry.
During 1915 and 1915 several well
known business men, who were sue.
cessful in other lines of business. en-.
tered the retail automobile business
and in a few months became leaders IN
the business in their respective cities
They accomplished this because they
used the same business methods TIA,
made their former business success
The writer knows Of one case IN 500.
kane where a real estate man with some
money, some selling ability, organic.
ton and system from an investment o.
$4,000 cleared over $4,000 and gave
his customers better service and more
satisfaction than practically any one
in the city previously. | can mention
similar cases in other cities.
an the past many automobiles have
been offered for sale by mechanics and
repair men. During these years the
chief qualification for an automobis
man was his ability 10 repair then.
This is eliminated to-day because
cars are better. Several success
full statesmen in Chicago and New
York who made during the past
year $4,000 a year, are not tech
Eical men. The merchandising Of a
motor car to-day proves the garage.
with its tumble Of machinery, its dirt
and oil, is not the place where a well
dressed woman will look at the motor
advertised in her fayorite womans
magazine, and that the repair man is
not the type of man to present it to
her.
when entering the automobile field
man with selling ability should be
careful to select the right car and the
right company. He should pick a com
pany financially able to back him up.
He should select a dealer who has
some definite ideas how cars should be
sold. The car ought 10 have the RICH!
appearance. Il must have ability 70
perform and 20 stand up after Il =
sold. He probably will find the quality
car field will pay greater dividends on
his time and efforts.
"The Pathfinder Company are will
ing TO help educate the salesman who
has the ability. They also help him
in getting located in the city IN which
he desires 10 live. We feel to-day tnsi
II is our duty 20 do everything possible
to help our retail dealers perfect Their
organizations"