Albuquerque morning journal. [volume] (Albuquerque, N.M.) 1903-1926, 1922-06-11
COMMON SENSE FACTS
SUMMARIZED ABOUT
THE MAXWELL CAR

"The common practice of en-
phasizing one particular mechani-
cal feature of car to the exclu-
sion of the rest of its construc-
ton is not a convincing sales ar
gument," in the opinion of such n
widely known sales executive as
Arthur L. Barker. vice president
in charge of sales for the MAXWELL
Chalmers organization.
His contention is that any car
of medium price or upwards which
actually merits the serious consid-
Grafton of the buyer is sd full Of
certain mechanical points of al
legged superiority that their enum-
Grafton in detail would hopelessly
confuse the mind Of the average
layman.
1T is poor selling talk in the
first place." he declares, because
any salesman who has anything at
all to talk about can bring up
selling asset of that nature.
"a Maxwell salesman, for exam
pie, could go out and quite truth
fully stress the advantages in
SNL Nlibllt dlld VI lllS
Maxwell crank shaft.
"He could tell how it is prob
ably the only light car crank shaft
which is submitted to running
balance test. most other crank
shafts in cars Of similar class be
ing subjected only to a static bal
ance test.
Furthermore, he could empha-
size particularly the fact that 1t is
made of specially selected steel and
is finally checked for balance and
trueness on the famous Tineous
Olson testing machine. which is in
itself very expensive piece of
equipment. Then, too, the bearing
surfaces are highly polished to re-
move any microscopical Irregular
tiles, thus insuring long bearing
life.
"He could tell all these things
with the utmost veracity and per-
haps his story might prove con-
elusive with some people, but not
with me.
what ] am more interested in
is the general character OF the car,
its reputation and the policies of
the company back of TIE car.
when we attempt to extol the
virtues of a great man. we do not
include in our statements a de-
scription of that great mans teeth,
no matter how perfect his teeth
may be. Neither do we discuss the
keenness Of his vision, nor the
style of his collar.
INSTEAD, we tell Of his accom-
plishments, of his record for square
dealing and faithful service. We
think of him as a man with all
the necessary qualifications which
go into the making of great man.
ut Is only the mediocre which
requires the stressing of a particu-
lar virtue. When some people
can't think of anything else to say
about a man they say he is good
hearted or he certainly is kind to
his mother or some other equally
vain attempt to alibi him for OBJ
vious short comings.
"As / said before, what ! am
most interested in are the policies
of the manufacturer of the car,
his reputation for doing what he
says he will do. his record of
achievement in developing and
perfecting improvements in the
manufactured product, his finan-
cial standing which must assure
permanency and stability. and the
thoughts about the car among its
everyday users and owners.
''In short, when I am convinced
that the manufacturer merits my
complete confidence, then I am
sold on his product. ! care COM
paratively little for the details of
the car because I know that man.
ufac turer will not deceive me-"