Arizona republican., 1922-06-04
". A. D. A. OFFICIAL
HERE;GIVES THREE
SALE ESSENTIALS
Declares Buyer Must Consider Dealer From Number Of
Standpoints- Price Of Automobile Minor
Consideration Compared with Question OF
Backing

Essential points to be considered by
the prospective purchaser of motor
vehicle are limited practically TO three
i'm number. according TO Lynn NJ.
Shaw. assistant general manager OF
the National Automobile Dealers as
sociation, who was in Phoenix on
Tuesday for a conference with lead
ing automobile merchants. Mr.. Shaw S
visit ..rere was to discuss with the
local Aealers phases of the "One of a
Thousand" membership requirements
of the National Automobile Dealers
association. The association is carry
ing on an intensive effort to bring
before the retailers of motor cars, the
developments which are drawing the
selling field down rapidly to a very
restricted number of merchants.
Buyer Wants to Know
THE prospective buyer of motor
car is approaching the point where
he wants to know great many
things about the merchant he eX-
poets to deal with, also the product
and the manufacturer back of it" Mr.
Shaw said. These constitute two of
the three essentials in present day
buying. The third is the price. In
itself this becomes the least impor-
tant essential when the first two have
been considered.
''In the purchase of d motor vehicle
as in the investment of any consld-
erable sum of money the prospective
purchaser must have confidence IN
the merchant with whom he deals. IL
he is dealing with that merchant Tor
the first time, the prospect today is
giving considerable thought to the
business history of the merchant. If
the prospect is a 'first-time' buyer he
ia &c A.
ton as is justified. But the veteran
buyers who constitute the bulk of
present day motor trade, have learned
that the past history of any mer-
chant has much to do with his future
history.
Is the Dealer Reliable?
1.-The prospective buyer will con-
slider many things in his selection OF
a motor vehicle merchant with whom
said prospect is going to invest much
money. How long has the merchant
been in business? Has it been long
enough to indicate how that dealer
has treated the bulk of his customers?
Is it long enough to Justify belief that
The merchant will be in business for
a considerable length of time?
These questions are vital to the
prospective buyer. The average sell
ing price of motor vehicles now is
about $500. Investing that much
money in real estate or stocks and
bonds is surrounded with considerable
forethought and investigation of the
company with which the deal is made.
Why be more careless with the same
Investment in a motor vehicle?
There is no question today about
the maintenance on a motor vehicle.
Every purchaser knows that this
- Obi will f1np6 careful
andt regular and efficient attention,
insI&ection and adjustment. Whether
these things are offered free over
certain period of time, or whether the
buyer must pay for all such atten-
tion. should not becloud the point.
The point is, that the prospective
buyer wants to know whether the
merchant will be in business through
out tire four or five years that the
motor vehicle can be expected to op-
dAate efficiently, but in which period
must also have proper malnte-
lNnce.
Factors That Decide
Financial stability, personal in
tegrity. highly ethical practice and
policies, and internal efficiency are
ALI tied up in the subject of selecting
the Aaroper merchant with which to do
buSiness. There may be one or there
may be a dozen of these in the COM
munity in which the prospective pur-
chaser must buy. Butsthe selection
of a merchant is going to be followed
largely along the foregoing outline.
ss'The second consideration is as i'm
portant as the first in great many
ways. The product. How long has
The product been in use and giving a
satisfactory performance? What of
the history Of the manufactures back
Of the product? And how consistent
las been the history of the selling or
sanitation handling the product? Has