Arizona republican., 1921-03-06
Future Tire Dealer
 WEI Concentrate

''The progress in the way of busi- ness methods made by the great ma jority of tire dealers in the past few years has been a source of a great deal of satisfaction to the tire manu- facturer, and especially so. just at the beginning of this year. which has all the indications of being one of the largest years that the tire industry has experienced" said N E. West general sales manager of the Samson Tire & Rubber Corporation of Los Angeles
 Economy has become the watch word Of the tire dealer It was i'm pressed on my mind very forcibly dur ing a recent trip through the terri tory, to note the tendency of the live energetic tire dealer to concentrate his efforts on one Or two makes of tires It has not been so very long ago since the tire dealer felt that to be a sue cess, it was necessary for him to stock almost all makes of tires, so that he would be in position to give to the motorist the tire that he asked for. The dealer of that day did not prac- tice salesmanship, but followed the line of least resistance and filled the orders of his customers. Today, the energetic tire dealer is picking out for himself one or two of the quality tires that are on the market and cencen-
 
 his success in following this procedure has been most remarks ble not only from the sales standpoint but from the standpoint of raising his business in the eyes of the ultimate consumer the motorist"
 When the motorist goes into dealers store and finds that the dealer has great variety Of different makes of tires, he becomes confused and in variably loses confidence in that dealer whereas if the dealer is carrying one or two high class tires. and concen- trates his safes talk on those particular lines, the motorist is immediately inn 1 pressed With, the apparent sincerity of | that dealer.
 Tt is certainly false economy for a l dealer to have variety of makes of 1 tires. for he has his money tied up in ] duplicate stock, and is wasting both 1 mciley md space in his establishment. There was time when the dealer 1 said that the heavy and wasteful stock was a matter of demand and supply ! and he felt that to meet the demand, it was necessary for him to have some | of all the various makes of tires, until l ne finally found out that he could not | aIford IL, that it was needless duplica- tloh or stock, was very poor practice 1 rom an investment standpoint. and also cut down his efficiency as far as G1 the public suffered
 oday, we find the wise tire dealer l selecting the line that he feels will 1 give the most service, at least cash. i Is concentrating his effort and usine
 saiesmanship with much better re- | sults.'
 Ihose connected with this com pahy nave had the matter of the dealer speclahzlng on one particular line brought to their attention very forci
 oiy by some of the larger tire dealers on the coast. who are concentra +ine thelr ettorts on the Samson line The dealers recognize the fact that inc motorist has ceased to be interested
 i'll the so-called cheap tires and are
 no" interested only in q qualify fire at d falr price. They are interested m product that will give them va1ne
 Tor the money expended Tn o+ba- words, the motorist Is interested fn tire mileage" Al
 It is certainly very eratifvin, +o +bo n1anufacturer to know the tread of tho 1 times which is training the tiro ,,,a-
 chant more and more to realize that
 ne must give the motorfst vaIne FoT money received. if he expects +o s+o1
 III business, and to my mind +ha tt,S l merchants success lies in +he sao,
 that ne must select a qualitx- lino a,oI
 concentrate his efforts of1 that r1a,
 tcular line. He will then erair and
 hold the confidence and Dat,oII,,,o ~. the motorist." VI