The Birmingham age-herald., 1923-03-18

prospect today, more than ever be-
 fore. demands to know the princi-
 before buying. He demands to know
 more than the number of cylinders and horsepower. He wants to know
 what can be expected ~of his car under given conditions. He wants
 to be able to buy a car that will
 hold operating cost within certain bounds. And he wants to know the nitely anticipate such operation. There were many necessary evils in the best cars two years ago that are TOW inexcusable. Everyone knows the annoyance of carbon accumula- tion and the consequent ping or at the slightest acceleration or pull. Unless the salesman can tell his prospect definitely how that has
 been eliminated the prospect will not be satisfied. Unless the sales man can give positive assurance and proof that the grinding of valves, the tightening of bearings. timing gears noises or timing chain trou- bles have been successfully engi- neered away to the lowest possible minimum a sale cannot be effected. A salesman, to be successful, must have at hand at all times practical information to prove that body rat ties and squeaks have been entirely eliminated, that the car will hold the road and ride easily under all sorts of road conditions, that the car will pull any hill with ease, but at the same time be geared so that a speed of 60 miles per hour or more is possible without vibration. Unless he has this information the dotted line remains unsigned. Not only must salesman have at his finger tips this information of his own car, but that of his competitor in order that practical comparisons may be made. A prospect has the right to ask for such comparative inkprma- tion and is entitled to correct, straight forward and honest state ment of facts. We never permit our salesmen to .alibi' our product by trying to explain away the perform ance or quality of another car. It can't be done even if we cared to. The motoring public of today is too well informed. The surest sign of lack of confidence in ones product is when one stops trying to sell the prospect on that product on its own merit and tries to 'unseli him on some other product by such ali- bis as gear ratio. high speed mo- tors 'trick-this- -and-that.' etc. say this because complete specifications and information on all cars is too
  man to misrepresent the matter. One has but to consult any automobile magazine or booklet to get all de- tails as to the construction of the cars. We are continu- ally instructing our salesmcn to sell our product and forget the other mans car. We believe that our car is the biggest value for the money. but if We can't definitely impart that belief to the prospect by actual demonstration and unrefutable proof he should buy elsewhere. On that one principle hinges the success or failure of an automobile salesman The man who must resort to other methods is wasting time. He should be back on the farm. His prospect will find him out before the first interview is well under way He's working for the other house, but isn't on the pay roll. That's why our advice to the salesman who would be successful is: If you can't sell your product on it's merits alone, get yourself another 5ob.'"
 cording to MT. McCarty, and they ders than at any time in the history of Chandler organization in Bir- Orders are being taken daily for delivery within from 50 to GO days. There are two predictions MT. McCarty has to make and they are that the present shortage will become daily more acute and that prices are bound to advance. He advises everyone to place orders now for delivery later to avoid disap- pointment.