The Indianapolis times. [volume] (Indianapolis [Ind.]) 1922-1965, 1935-05-13
SALES RECORD
EXPECTED BY
CITY DEALERS
Buying Public Quick to
Recognize Economy
of Use.
FINANCING LIBERALIZEO
Substantial Down Payment
Once Required Now
Eliminated.

Tins year promises TO be the
greatest in the history Of electric re-
frigeration according to retail deal
ers here. There is every prospect
that this season Will produce the
greatest acceptance of electric re-
frigerators since their introduction.
While this statement applies 10
the entire nation, it is particularly
true in Indianapolis. This city has
always been far ahead in realizing
the tremendous advantages offered
by the elNtric refrigerator. This is
illustrated by the fact that of 20
100000 electrically wired homes in
the United States. 25 per cent are
equipped with electric refrigerators.
The Shrewdness of indianapolis
buyers is greatly responsible for the
| rapidity with which the electric
refrigerator has been accepted.
Once they have been shown, once
they have been convinced of the
economy and convenience of any
thing for their homes, it is assured
of immediate and enthusiastic
| acceptance.
Owners Do Selling
The woman who became the
owner of an electric refrigerator
convinced her friends and neighbors
OF it's great worth more than any
high pressured sales organization
ever did, for its features made her
its greatest booster.
OF course, the electric refrigerator
companies had a selling job to do.
too. This was a mechanical thing.
and most of the regular channels
through which refrigerators had
previously been obtained heSitated
to take the responsibility of spon-
soring a more or less improved
product
In the beginning, it took a selling
job to override those objections,
even though it was backed with
service set-up. But this new me-
chanical marvel developed so
quickly that it was challenge to
sales people, it eliminated all wor-
ries as to whether this new product
would really be accepted by the
public.
Simplicity Attained
In response to the demands for
increased production. engineers de-
veloped a unit as simple and as fool
proof as Snything which had ever
been brought into the home.
Women soon discovered that an
electric refrigerator actually paid
for itself, and paid dividends after
the short period of years covering
the original investment.
BY this time it was no longer a
matter of creating a desire for an
electric refrigerator in the mind Of
the home-maker, but merely
matter of making the investment.
IN the early days Of the industry,
credit terms were arranged with a
down payment ranging from 20 per
cent to 25 per cent, with a year to
pay the balance, Or 18 months in
few more liberal cases. Soon the
credit period was extended to two
years, often to 80 months. and the
initial payment was decreased to as
low as $40.
Buying Made Easy
In 1884 the home-owner could
purchase an electric refrigerator
without making down payment,
and finally the meter system was
introduced in order to make the
refrigerator available TO even the
most limited budget.
The financing companies found
that. because of the great economy
afforded to electric refrigerator
equipped homes, there was no prob
lem of buyers not being able 70
pay.
In 1894. the city-wide displays
were seen by thousands of persons,
and great number Of electric
refrigerators we're sold. And even
considering the high percentage Of
/ homes now owning electric re-
/ frigerators, there is every indica-
/ ton that more homemskers than
ever before will make this invest
ment which insures perfect con-
+ venience and economy during 1885.