The Telegraph-courier. [volume] (Kenosha, Wis.) 1888-1946, 1925-04-09
Rejects Order
For 1000 Cars
Factory Adheres Rigidly to Nom Dis.
count Policy Despite Tempt
ing Proposal.

~&--~+r-~--~
"Hers is an order, duly signed by the
proper executives, for 1000 of your
cars"
What salesman wouldn't gulp-and
grab.
Retail orders fer motor cars in lots
Of 1000 come to the average salesman
about as often as ice peddlers visit
the Eskimos. There are only few
in history.
Yet the incident referred to-about
the signed order for 1000 cars--actual-
ly happened. And what makes it re-
markabie is the fact that the sales
man turned it down!
c. II. Jennings, Dodge Brothers
dealer in New York City, throws some
clarifying light on this puzEler. He
says:
"This Dodge Brothers salesman had
been working for several years on a
large national account company
that operates ears by the thousands, in
every part of the country. The COM
pany was buying Dodge Brothers cars
regularly, ten, fifteen and twenty and
more at time. On several occasions
the chief buyer had made the remark
that If you fellows would only grant
discount, as others do, we might
order in larger lots
"The salesman, of course, pointed
out the desirability of buying the 1000
cars anyhow, regardless of Dodge
Brothers no-discount policy, but the
executive declined to recede from his
position. The latter then prepared
what he afterwards referred to as his
Psychological coup. He knew that the
had an imposing document drawn up
calling for the delivery, at specified
date, Of 1000 Dodge Brothers motor
cars of various types, at full list price
minus 10 per cent.
"When the salesman called, few
weeks later, the Official simply handed
him the order.
"FThat's serious said the official.
We need cars and we want Dodge
Brothers cars, but you can't have the
order unless you abide by it's terms.
You've got to give us the quantity
discount
"The salesman made the same an
awer that he had always made before,
but out of Difference to the customer
and the exceptional size Of the order,
promised to take it up with the fac
tory. The subject came before US
when / was assistant general sales
manager of Dodge Brothers" said Mr..
Jennings. "and distinctly remember
how quickly it was settled. There
wasn't moments quibbling.
"'We want to do everything pos
sible to retain this company's business
and good will, said President F. j.
Haynes, but the policies laid down by
John F. and Horace Dodge are still
the policies of this institution. We
charge only for the actual investment
represented by the materials and labor
that GO to make UP the car, plus
reasonable profit for manufacturer and
dealer. There is no margin that per-
mits us to sell at discount
"My Haynes also pointed out that it
would be entirely unfair to the ind;vid-
ual buyer if he were asked to pay a
higher price for his car just to make
it possible for Dodge Brothers to at
tract large buyers through the guam
tity discount. Moreover, he said, the
company that buys 1000 Dodge Broth
ers cars already has an advantage over
the individual who buys one, because
the natural advantages Of Dodge
Brothers ownership are multiplied a
thousand times.
What happened to the order for
1000 cars? 1t is still in the desk of
the same official and he never fails to
show it to any Dodge Brothers sales
man who happens to call. But he is
still buying Dodge Brothers cars-buy-
ing as he bought before.
''Like other nationally known con-
Germs, he realizes that the savings ef
fected through the long life and low
cost service of Dodge Brothers motor
cars will more thar Offset any dis
count that might be obtained on
car Of less obvious merit"