Arizona republican., 1922-05-21
HAWKINS TALKS
ON ESSEN T|ALS
At CONVENTION

Speaking before the state conven-
ton of the Michigan Automotive
Trade association in Detroit Tuesday.
MAY 8, Norval A. Hawkins gave an
Illuminating talk on 1.-The Three Es-
sentials-S Sales, Advertising, Service"
This is the first public declaration
by Mr.. Hawkins on these three es-
sentials since Identifying himself
with General Motor Corporation in
the capacity of director of sales ad-
vertising and service advisory staff.
I'VE are passing through a stren-
nous period in the automobile in
dustry," said Mr.. Hawkins. THE old
methods that have characterized the
whole industry as being Tightly. vac
Hating and extravagant, can no
longer survive. The big profits of
the future must come out Of what has
been wasted in the past.
"A strict painstaking business-Hke
economy will be the order of the new
day. The manufacturer who follows
wastefui, slip-shod methods in the
design, manufacturer and marketing
of his product can no longer survive
md by the same token. the distribu-
ftst or dealer who has hovered under
the protection of sellers market
must either close shop or get in step
with new conditions.
II believe that the future of the
automotive industry is absolutely Sc
cure because 1t Is based on a uni
versal and ever-increasing demand
for fast and economical transporta-
ton.
Il believe that success will attend
those companies which make an in
telligent study OF the public's needs
and apply the knowledge thus gained
in the design. manufacturer and dis
trihution Of their products.
II believe that leadership in the
industry will be identified with guam
tity production broad scale scientific
merchandising and perfect coordin-
alton or all essential activities.
automobile manufactures lead all
others in the fields of scientific re-
search. invention, engineering, pro- |
cessiug and manufacturing. The ef- |
ficiencies and economies exercised in |
our modern plants are the standards |
of the world. but the injection of |
siuliiar stsndards and efficiencies INTO |
our methods of advertising, selling |
and servicing is yet to be accom-
piished.
1--WE are still marketing our prod
ucts very much as we did Is years
ago. The Importance of a highly ef-
ficient marketing organization cannot
be overlooked.
'Inashuch as sales concern every
body in business. they should in
turn, be everybody's concern. There
fore, 1t should be your aim that each
employe shall be made to regard him.
self as a salesman, and instructed in
his function and shown his opportuni-
ties as such so that he may be good
ami not a bad salesman. 1t is i'm
possible to exaggerate the impetus
that would be given TO sales If there
were coordinated intelligent direction
of the thoughts of all your employed
men and women toward a common
objective.
an order to accomplish this result,
the whole organization must be per-
meated with the selling idea. That
is. the principles of salesmanship
la1st be used throughout the busi-
ness. taking the place of arbitrary
policy. and using objective methods
instead of subjective methods. to get
things done.
How many here realize that our
selling processes today are so inef-
ficient that they amount to more in
cost than all the processes of pro- | ]
Eaction? Efficiency in automobile ;
has heen raised to a very :
high degree. and so far outstrips eff
ficaency in distribution, that the costs /,
of making versus marketing cars are /
out of proportion. In j
order to bring business back. selling !
costs must be lowered, so that the ,
may be widened. |
Advertising is a second major es-
sential to our job Of bringing business
back. Advertising is only a form of
selling. 1t is an advance card of the ,
personal salesman, in most busi-
nesses. Sales and advertising are
essentially inter related. but it is /
how little real salesman
ship there Is in the average advertis-
ing. and what a poor advertiser the
average salesman is.
! 1t is simply common sense that
sales work and advertising should be
perfectly co-ordinated, but they sell
dom are. Good advertising, properly ;
co-ordinated with selling, is one of !
the most important agencies of eco
distribution. But average (,
advertising it either grossly or par
tally wasteful because it is not in ;
diligently tied up with sales OBJ
jective.
would hesitate to say how much
money is being wasted in advertis-
ing at the present time. I know that
every advertising man will agree
with me that 1t is tremendous,
Every dollar unnecessarily added ]
to costs. every dollar that does not 8
full value to the ultimate | {
user or buyer of the product, is a {
detriment to the success of a busi-
ness. The wastes Of inefficient ad- 6