AV Geeks 16mm Lunch 8-30-2024

hi everybody this is Skip Alzheimer welcome to the a Geeks lunchtime streaming show um you are watching this because I am not at the archive because I'm doing something uh that was a last minute thing and uh I've picked some films that reflect what I'm going through at the moment that you're watching this um I'll let you guess what it is but um the first film is Trader Thorn which is a film I I don't think it's Jam handy it's Jam handy esque but it's it's a Ford Motor Company and it is about the importance of used cars uh the next is hired which is a jam handy film uh which is about car salesman and helping you sell that's another Jam handy uh which is also about car sales and then finally uh the film that I really really like it's kind of this interesting 70s Slice of Life film called Trader Vick's used cars and we get to see Trader Vic running a used car lot and uh yeah it's pretty great so um they're cutting down trees outside my house so I apologize for the sounds but anyways um we'll be back uh the next weekday I I don't know if this is going to air Thursday or Friday but um yeah uh thanks for tuning in if you like what you saw hit the thumbs up hit the like you can contribute via the super thanks button or ko-fi.com avgeeks or patreon.com avgeeks those are great ways to support us anyways um we'll see you soon enjoy h all [Music] gentlemen this country of ours is unique in one very important respect we're the only nation in the world where practically every family has its own transportation system here in America there's an automobile for every 4 and 1/2 people and every car and truck you see on the road was put there by some salesman the automobile business offered a great opportunity for salesmen in the past and because car buyers have been so well satisfied with this method of individual Transportation the selling of automobiles offers a still greater opportunity to salesman today but the fact that practically every family already has an automobile puts the new car salesman into the trading business a salesman's job today is to trade the prospect out of his old car or truck and put him in a new one that's why every Ford salesman must be skilled in trading techniques and now gentlemen we're going to break up this meeting with the usual closing thought the Ford salesman's biggest investment is his time make the most of it okay boys let's bring in some deals herb herb Porter and Joel like to talk to you two minute herb one of the best ways for a new man to get started in this business of selling cars and trucks is to to spend a little time with someone who knows all the angles now Joe Thorne here is a good man to show you the ins and outs of the business Joe I'd like to have you take herb with you for a few days see how you do things is that all right with the both of you sure you bet it is Mr Fuller okay then the best of luck to you and did you have good luck her well Charlotte that's something you can't just answer with a yes or no a lot of things happen and tell me about them her well it's a long-winded story but anyhow we went for a ride in Jes Di rator uh Mr Thorne Joe it's Joe herb okay Joe I was wondering I I understand you're at or near the top in sales every month so that means you must do things a lot different huh no I don't think so herb maybe it's just that I do more of the same things you see it's like Mr Fuller says time's my greatest investment and well I hope this doesn't sound stuffy but I try to make the most out of every minute but I had the idea cars were always sold in the showroom uh-uh somewh more but most of them are sold by going out after the customers hey that's Deck Jones hey deck got anything for me today deck yeah Joe I sure have I was going to give you a call uh get in touch with Bert Jasper 1040 Gladstone he's got a 46 Ford four-door and he looks hot okay thanks a lot D thanks to you for that check you sent me last week I'll keep sniffing so long Joe so long dick what's all that about Joe well Dick's one of my bird dogs he's good for three or four Hot Tips a month bird dog yeah guys who tip me off when somebody's thinking about buying a car how many of these bird dogs do you have well maybe 10 or 15 with five or six I can depend on they all salesman like they oh no no you might find a good bird dog almost any place one of my best ones Barber yeah yeah oh hello Joe no no I'm not too busy yeah I got one yesterday a 47 Pontiac convertible uhhuh yeah the license number is uh BR 3728 yeah sure Joe so another Goodman runs an independent garage he buys a lot of parts from us how you Mike what do you know today not much I'm going to let you in on Joe Thorne I'll be Satisfied if you just tell me who was thinking about buying a new car oh that much I'll do customer in here yesterday got his 1946 for coup fixed up so he could make a better deal on a tradein oh here it is name's Alec ladimer 230 Forest Avenue okay much obled Mike I'll got right on that see you later I'm sure of that so long besides those I've got another good bird dog who's a car washer and one who works in a gas station and look what we have here good morning sir my name is Joe Thor I'm with Jack Swift Ford dealer we got a buyer for a car like yours but I've got to move fast if I can get you more than it's worth will you trade today when I want to buy a new car I'll know what to do about it very well sir here's my card if I can help you let me know bye righte it didn't work so good did it well maybe not maybe so he's got an idea he didn't have before I might hear from him later anyhow the more you tackle the more you get only time I can sell anything is when I've got a possible customer standing right in front of me that's all I ask a lot of people to buy oh there's another [Music] one morning sir my name is Joe Thor I'm with Jack Swift Ford dealer yeah we need a model like yours to balance our used car Stu if I can get you a real good deal on a new Ford would you trade today uh what's your offer oh what do you think it's worth look this was your idea it's up to you to supply the figures all right according to the prices and today's paper your car is worth around $11,000 Mr uh uh a bullet yeah but keep talking you said you'd give me uh more than it's worth and I will too how much will it take Mr bullet every cent I can get and that'll come to just about $1,200 I think I can get it through for you at $1,100 nope nope $1,200 a No Deal oh maybe I can get it for you suppose you let me take your car over to our place and see what I can do what am I going to do for a car you can use mine Mr Bullard give you a chance to feel the difference okay I'll do that can you come in around 2:00 Mr buard yeah yeah I think so [Music] you see herb that'll do two things Bullard will come into the showroom because we've got his old car and he'll get a good selling on Ford by driving it that's why I always keep my demonstrator in good shape clean lubricated top running Condition it's a good idea we going back to the showroom now Joe no we've got an appointment at the theor nursery Mr Thor's in the market for a ton and a half steak truck you sell trucks too sure I sell trucks that's the beauty of of our job we're not limited in this dealership to Passenger cars we can also sell trucks a matter of fact I've got quite a few Fleet customers you know businessman who buy both Passenger cars and trucks from me believe me that builds up the old paycheck I suppose it does I thought you almost had to be an engineer to sell trucks Oh no well of course now and again you get into a deal where you have to figure well special equipment weight distribution that sort of thing but in cases like that I just call on the truck Specialist or the sales manager to get me a lift but most of the time especially on pickups and panels and Stakes the customer has a pretty good idea of what he wants and it's usually just a matter of getting together on price this is a trading business in trucks just as it is in passenger cars but how do you find prospects for trucks well that's sometimes easier than it is to find prospects for passenger cars the logical place to look of course is among people who use trucks oh uh this little folder comes in my of handy when you want to sell a truck shows the kinds of trucks that are used by different businesses it looks all right incidentally do you ever make any cold approaches on truck prospects well sure thing tell me Joe the way you go up to strangers and start trading with them does that take a lot of nerve no not after you get used to it got to look at it this way herb practically everybody wouldd rather be driving a new car or truck than the one they're driving now so you're doing them a favor when you show them how they can buy one well here we are [Applause] we're ready to give you an attractive tradeing allowance Mr Taylor because it mean a lot to us in advertising to get you into a new Ford truck how much would you give we'll put you into a new ton and a half Ford we'll take your old Chevy as a down payment and your payments will come to only 6510 a month for 24 months how much allowance is that that's an allowance of $625 uh-huh that's just about what the Chevrolet man said I've always been satisfied with my Chevrolets you do a lot of your own driving don't you Mr Taylor yeah most of it then the additional comforts you get in a Ford truck will be interesting to you our cabs have all the comfort you expect in a passenger car for example the Ford truck has a thick springy rubberized hair padding that can't mat down or pull apart and besides these advantages and Driver Comfort safety and convenience you get the ruggedness for long life that Ford's always been those for compare the clutches for example the Ford truck clutch has 20% more facing friction area than the Chevy that gives you a good idea of the general overall difference between the two the figures I quoted you Mr Taylor are on the six-cylinder engine but for those long highspeed Halls of yours into the city what you really need is an eight Chevy doesn't make an eight Ford gives you a more flexible choice of power plant now here's something else I'd like you to notice think you did any good there Joe yeah I do I'm sure of one thing though you can't hurry a man like faylor you'll think over what I told him and you'll study that catalog of course uh I'm going to keep in touch with him where'd you get all that dope about trucks I'll show you when we get back to the office there you are herb the dope about trucks the data book truck selector all the rest of it look it over if you want to while I go see what it'll cost to get bullard's 46 Chevy fixed up for the used car lot okay Joe looks like we can swing a deal with Bullard if you'll go for a fordor boss okay boss won't know anything about it not until Bullard signs the order got a share of yourself aren't you oh I miss sometimes calling that Prospect dick gave me who's Dick a bird dog we met on the street this morning hello Miss Jasper this is Joe Thorne with Jack Swift the Ford dealer I understand you and Mr Jasper think about buying a new Ford that news certainly does get around doesn't it well I called to tell you that we have a customer for a model just like yours and we can make you a very attractive tradein allowance on a new Ford if I can come over and talk to oh well when will he be back in town I see all right then I'll call you on Friday thanks very much goodbye is that another Prospect yeah this is a competitive owner I try to call at least five every day hello Mr prang this is Joe Thorne with Jack Swift oh you did I should have been more on my toes shouldn't I well it won't happen again all right I'll call you back in about 11 months oh but uh bring your new car in for service anyhow will you Mr preag all right thanks a lot bye by oh sure Mr Charter femus a good car but the new Ford's got a lot of features you don't get in the pouth yeah well you don't want to do anything until you at least Drive the new Ford I'll stop by your house tonight about 8:00 okay fine thanks a lot I'll see you this evening well that takes care of the competitive calls let's go get some nourishment that sounds interesting too I was wondering if you two ever thought about food oh sure we're almost human we spent the biggest part of a half hour at lunch then we went out the back door to the restaurant parking lot what are you doing now Joe part of my advertising campaign I put out about 10 of these cards a day on the best cars during my lunch hour 10 a day that's 60 a week all those cars come in they don't herb only about 1 in 10 ever shows up watch that fell see what I mean but I pick up a lot of good deals that way oh come on let's get the rest of our advertising out and go back to the showroom oh there's one from my list on what license number at 46 Plymouth going there come on inside and I'll show you what I do with them hello Miss Moore hello Mr will you look up some license numbers for me certainly Miss Moore finds a lot of good prospects for me in license numbers here's one I didn't find for you Mr Thorne This Man Called while you're out he wants to know about that demonstrator you advertised oh yeah thanks a lot oh and Mr buller's waiting for you in one of the closing room well thanks again it's the four door you want isn't it Mr Bard that's right and you want the radio the heater white sidewall tires and the overdrive overdrive well I hadn't given any thought to that well that's a feature that'll pay for itself in the gas it saves Mr Bullock let's see you live in uh Claremont don't you uh-huh that's about 40 m a day round trip with the overdrive you'll see a big difference in the amount of gas you use how much does it cost it'll only add $45 to your monthly payments Mr bulock well okay all right let's see that brings your payments to 4550 5 a month if you'll just okay this offer we'll see what the boss has to say about it yes sir that's a good deal Joe if they were all that clean I'd be a much happier Man by the way how's our new man herb getting along well there's the Bullard deal herb they all that easy Joe uhuh but I get my share of them now I got to sell bullard's old car still got time to get this ad in tomorrow's paper you see her bullard's car belongs to me for 48 hours after that anybody can sell it anyway the sooner I sell it the more I make because that price is going to go in Just One Direction and that's down I get it I've been meaning to ask you Joe about these newspaper ads you run they really pay off huh oh sure being in business for myself I've got to run personal ads hey that reminds me that call Miss Moore gave me yeah here it is you want to see the ad that brought it in hello Mr fauler this is Joe Thorne you called me about my Ford four door yeah what kind of car do you have well we ought to be able to make you a very attractive offer Mr fauler well I can't tell you that until I see your car when can you come in all right fine I'll see you then okay okay goodbye now I got this add off to the newspaper we've still got time for some more cold approaches okay her okay Joe let's [Music] go and so we spent the rest of Monday in the early part of the evening making more cold approaches I told you it'd be long-winded Charlotte but that's the story it wasn't long-winded at all it's very interesting did you do the same thing on Tuesday and today yes we did the same things and more we made a lot more cold approaches got in touch with more bird dogs called some more competitive owners picked up a few more license numbers and put out some more if I could would you card and then yesterday when Joe was on floor Duty I got a chance to see the difference in handling prospects you go out after and those who walk into the showroom these people the Armstrongs like almost everybody else who drops in were only interested in how much they could get for their old car but instead of making them a high action offer the way he did with Bullard Joe came in with a low action offer I'd say that car was worth around oh $875 what you're crazy that's what your car is worth on the market Mr Armstrong here are some prices in today's paper on my models like yours so Joe quoted him the market figures and the Armstrongs acted very unhappy in fact Mr Armstrong made it plain he wanted $150 over the market to make a deal out of it but that didn't bother Joe he just made a note of the $1,025 and began selling the new car and as many accessories as he could so the deal would get closer to a reasonable figure then Joe got him into a pretty good humor by spending a few minutes with the showroom demonstration kid hitting the features he knew Mrs Armstrong would like oh it is beautiful they agreed that they wanted a four-door with white sidewalls a heater a radio and seat covers with Joel making notes on all this and you want the regular Time payments to cover the balance Mr Armstrong yeah you know uh that allowance on your old car is pretty steep but if you'll okay this hold on there you haven't agreed to my turn terms well these are your terms Mr Armstrong but I'll do my best to get the boss to go for them he'd better I watched the Armstrongs while Joe was checking the price and they acted like a couple of kids he was bragging like he'd bought the Fort Knox gold for a counterfeit Slug and she was cooking up the story she was going to tell all her friends and relatives that Ford was practically in their garage when bang Joe came back everything all right boss wants to know if I'm out of my head talking about $150 over market value the deal is off oh dear no he'll play along with us he'll give you $100 over market value on this car with overdrive on that basis he might consider it might well that's what he said I think I can swing it with him and so Joe sold the overdrive hard before the Armstrong story came to a happy ending they got a good deal Jack Swift made a profit Joe Thorne made a sale and I yes dear well I learned something I learned the difference in prospects you go out after like on cold approaches and putting if I could wi you cards on their windshields that kind you make a high action offer to to get them interested but the walk-ins you make them a low action offer so you can go up while they're coming down but herb is that fair to offer a low price to one and a high price to another well that's just the point honey you see customers are good Traders too they're always after the best deal they can get and we always give them the best deal we can in fact they frequently end up getting more money than their old cars are really worth but you've got to know the market value of used cars and you get that from watching the newspapers and checking the used car lots I think you're really going to have fun selling Fords her you certainly weren't this enthusiastic on your other job darling if I could would you why what do you mean her if I could make a good living selling Ford cars would you marry me of course darling I told you as soon as you found a job you a hacky with I [Music] would this is the best offer I've had today it's the best deal in town [Music] Jimmy you ought to make a big success selling chevr I think you've got what it takes you joined us with a fine reputation as a Salesman in other lines gee thanks Mr Warren of course I've never sold Chevrolets before but I believe I can do it I'm sure you can Jimmy and I'm I want you to know that I picked you as the most likely to succeed out of a number of young men we've been considering to fill this opening in our sales organization That's mighty flattery Mr Warren I'm going to do everything I can to try to prove you're right I want to get started just as soon as I can too do I start selling right away well first you got to know your product I hear some things you want to do before you even think about contacting [Music] [Music] [Applause] [Music] la [Music] la [Music] [Applause] none of these prospects seem much good well they're the best I've got so I'll stay with them [Music] yeah I thought I knew something about trucks but there were three different models that seemed to fit his job I didn't know which one to concentrate on oh well you can't sell them all no but I'd hate to think that sale I made to man Simmons day before yesterday is going to have to last me all month I don't know what's the matter I I just don't seem to get the hang of this [Music] business but you see Mr Brooks the Chevrolet NE action assembly is different than the Plymouth unit I understand the Plymouth as the most expensive construction of any car what's the difference in the two NE actions well I I don't know the difference but I do know that Chevrolet is [Music] [Music] better didn't this so well there and as I call on Beacon Street it's way over the other side of town well might just as well go after it right [Music] now but Mr Harr $390 is just the absolute best we can do on your car and that's exactly the reason why I won't buy you're too far out the line but Jimmy we've got 5394 two doors on a lot now we just can't go another Cent higher on an appraisal we don't need 39 two doors okay I see your side of it [Music] [Music] [Music] [Applause] [Music] the [Music] [Applause] [Music] [Applause] [Music] I thought you two boys might like some refreshments so here's a picture of nice cold lemonade thanks Mother [Music] [Music] got something Mighty important on your mind these days haven't you sir oh not especially just the usual things business you know sales problems salesman now don't try to fool your old dad there's something extra special worrying you or I miss my guess you know I was just one thing take the average young fell today he won't get out and work the way we used to when I started to sell what makes you think that well take this young fellow Jimmy Hill for example last month when I was looking for another new car salesman he looked at me to have twice as much on the ball as anybody else I could find he looked like a pretty good boy to me too isn't he working out oh yes he makes a sale now and then but that isn't the kind of a man I need or what hasn't the N learned the neck of selling you I suppose well I guess not or else he'd be doing a great deal better don't you know what he's doing wrong I can see enough from his sales reports pretty much on his own then yes but he's had a good thorough basic training I haven't got the time to play nursemate any of the salesman maybe not son but I wouldn't know about that that isn't what Harry Carpenter told me when you started out to work for him 11 years ago but I got out and worked hard that's what I'm concerned about right now young fellas today won't work the way we did 11 years ago maybe not son and then again maybe they're working harder than you think today you may feel that you were a pretty good man when you first started in this business and you probably were but you owe a lot of your success to the way Harry Carpenter worked with you got you started straight he used to tell me about the mistakes you made you may not have known it but you really served an apprenticeship every man does has to in every business yeah I suppose so remember how closely he worked with you the first year he used to tell me about it yeah I remember how he used to talk to me about my prospects and how I was to handle some of them but you know I always thought that that was because he knew you so well maybe he had more of a personal interest to me nonsense not Harry he worked that hard with every man he ever hired and he was smart enough to realize that he knew more about selling cars than any any man on his Salesforce and that it took his Direction and Leadership to get the most out of his men and I don't believe men have changed much since then how about this Jimmy doesn't he work doesn't he get in for the morning sales meetings oh yeah he's always punctual he never misses but take his prospects for example well I looked them over the other day and it's just about the poorest list I've ever seen I remember one of the first things that Harry drilled into me was the importance of having a good list of prospects yes then he showed me how to go about getting it how to keep it up how to cover the list and how often why I had the importance of prospects drilled into me from the very first day I started to work has Jimmy has Jimmy what had the importance of prospects pounded into him since the first day he started to work well I've told him how important they are yeah but have you shown him how when and where to get them have you checked on him every day to see that he did it right but Dad I've got other work to do Harry wasn't too busy to make a good man out of you huh say I think I'm beginning to see what you mean I wonder say maybe that's the reason I haven't had very much luck with Jimmy well with Henderson that other fellow I hired last year you know he looked pretty good to me too Dad when I first hired him certainly would be worth a try yes sir come to think of it the time I'm spending on other things right now might be costing me a whole lot more than I think men need leadership leadership is important oh I've always known that Dad but I never thought about it in connection with my own business but starting Monday morning I'm going to stir things up a bit I'm going to show these fellas what leadership really means and then we'll [Music] see sales are the most important thing in this business and we're going to work closer together than we have in the past in order to get more sales well that's all for this meeting but I want to check with each one of you personally before you go out this morning Jimmy I'll talk with you first the meeting's adjourned Jimmy from what you say i' put these two away for two weeks your time is too valuable to be spending on them right now and then I take these four in this order to conserve your time in covering them now have you got any others up in this end of town when you get up there uh no sir I don't believe I have all right I'll give you the names of three Chevrolet owners who live up that way and all three of them should be about ready to [Music] buy Harry I don't think you drove quite far enough with that Prospect before you let him take the wheel yes Mr War but he bought the car yes I know I know but I'm speaking about your demonstrations in general I noticed that you're inclined to turn the wheel over to your prospect pretty early in the demonstration ride now you know of course that when you drive first the prospect almost invariably drives back over the same route that you took yes then if you driven on to that rough stretch up on Summit Avenue you wouldn't have to direct him over it later that would give you a chance to have him keep his mind more on the car than on the road you see it's usually best to I'll go along with you again this morning Jimmy on these first two calls gee that'll be swell Mr Warren I'll sure appreciate your help I always learn something too when we go out together [Music] [Applause] better see him again tomorrow and be sure to have Mrs Beck come into the showroom tonight with her husband okay I'll sure do it and thanks again for your help Mr Warren [Music] that's where your truck data book comes in you'll find the information you want on that special equipment right back here now show this information to your prospect too just don't keep glancing at it and then telling him about it let him read it very often the printed word is a big help in closing a [Music] sale just too many the man hand now George that's the reason we couldn't afford to offer a higher appraisal yeah I can see your side of the picture yes but there's a good side too George for example right now we hav't a single 39 Plymouth four door on the lot and that means we can afford to make somebody a pretty good offer say I've got a prospect downtown with one of those not too hot but I was going to get to him again in the next few days fine get him in here today and I'm sure we can make him an offer that'll close a deal for you and besides we can use Mr Milton you can depend on what our Mr Hill here has just told you and I'll give you my own personal word too that if you have any trouble along that line we'll make it good well I don't know the last two cars I bought when I had trouble was always my fault never the cars we want you to be just as satisfied with your new Chevrolet next year Mr Milton as you will be next week that's exactly right you see we couldn't have afforded to make the investment we have here unless we gave the kind of satisfaction that make our customers come back to us year after year we want you to be a regular customer too Mr Milton in fact we hope you'll buy your next 10 cars from us that's why we'll give you the kind of service it takes on this one to bring you back for the next one and the next and the next so on you see that's the only way we can hope to [Music] [Applause] [Music] [Music] believe me leader leadership pays first hire good men and then see that they're well trained on their own product and on competitive products second be sure they have all the equipment and selling helps they need and know how to use them third help them plan their work to make the most effective use of their time and fourth stay in close touch with every man know what each one is doing work with them and fifth keep up their enthusiasm encourage every man every day and never forget as I did that people who represent you need your help [Music] many people fish with a single hook and line by this method however they can only catch one at a time long ago commercial fishermen learned to locate whole schools of fish drop a net around them and draw them in by the thousands the mass method is the profitable one many farmers use a single plow it is effective when you have only a small acreage to till Farmers with thousands of acres to cultivate use great gang plows to turn many furrows at one time in modern agriculture machine methods are used through the whole cycle of farming Mass farming is economical farming in the early days of the automobile business making a car was a slow laborious and expensive job one car at a time but today with modern production methods we make thousands of cars in the time former required to make one using the great principle of standardization which has made possible Mass manufacturing direct Mass selling has taken those parts of a sale which are the same for every Prospect and is handling them on a mass production basis direct Mass selling is as practical as Mass fishing as logical as mass plowing it is doing for retail selling what mass production has done for manufacturing thousands of Shoppers wanting thousands of things and many manufacturers competing with each other to satisfy them manufacturers depend on Advertising to make an impression on this market and on retail outlets with salesmen to sell the goods all manufacturers have the advantage of both these methods but retail salesmen cannot reach all prospects with a full explanation and understanding of the features of a product all automobile manufacturers have advertising all manufacturers have retail outlets and all have salesmen and this is the job we were asking our retail salesmen to do we expected him to sell every Prospect the Chevrolet institution emergency performance engineering features manufacturing efficiency durability and dependability economy appraisal price appearance ordinary performance and close the deal certainly we were asking our salesman to do more than any salesman could be expected to do but remember there are some of these things only the salesman can handle every good salesman is qualified to meet and handle any question on appearance he is in the best position to demonstrate the car's ordin Ary performance and only the salesman can handle price appraisal and close the deal but we must help the salesman to handle all these other elements because any one of them may be the determining factor in the sale we can and do help him with advertising the most powerful advertising in the industry but competitors advertise too with clever phrases that cloud the real issues and and with claims our advertising cannot handle nor effectively disprove and the best of salesmen can reach and do all of this selling work with only a limited number of people that was the situation in the automobile business until March 11 1935 on that date we introduced direct Mass selling with this new method we are Bridging the Gap between advertising and Retail selling beginning where advertising leaves off and continuing to where the salesman can and will go on with direct Mass selling we are going into the dealers community and reaching the young people of America in the high schools and universities who have so much influence in deciding what car the family will buy we are going into the organized group and all classes of club meetings and reaching the influential Business and Professional men who have the money to buy our merchandise we are going into the great factories Mills and Industrial organizations and reaching thousands of men and women on their pay roles presenting a strong selling message which is winning the esteem and goodwi of industrial America we are going into the Community Theaters and selected areas reaching entire families in the dealers Community with entertaining pictures that give them an educational selling on exclusive Chevrolet engineering features this completes the the circle of community influences built up about the dealership through our selling work done in the dealers neighborhood schools selling work done among the employees of the industrial organizations selling work done in the family showings at the community theaters all of these factors working together are building up influences in the community which no dealer can create for himself bringing complete and convincing selling presentations direct to buyers and to those who influence buying decisions now here is the way direct Mass selling actually works we have gone under the hood and Into the Heart of the engine to sell the hidden values which are responsible for the superior performance of Chevrolet so that the engine can develop its full power and another thing with the hot burned gases going out near the spark plug that portion of the combustion chamber gets hotter than the rest so when fresh gas comes in it is quickly heated and ignites the instant the spark plug fires we have reached into the car and pulled out knee action throwing it upon a screen 12 ft High where everybody can see it understand exactly how it works and why it is such a great Improvement now that the front Springs are made just as soft as those in the rear they don't have anything to do except make the road smooth and the passengers comfortable we have gone down under the car and uncovered Chevrolet's perfected hydraulic brakes and made plain and understandable just what they mean in safety to the driver we get rid of more Heat and the more heat we can get rid of the better The Brak we have taken the audience into parts of the car where they never could go and have shown them Chev 's greater advances in engineering design Mass selling has told the story of Chevrolet's extra values and is selling those things the salesman cannot be expected to sell to millions of buyers and those who influence buying decisions Mass selling has told the Chevrolet story with news res water from hundreds of Wells operated by sturdy automobile engines pumping 12200 Gall of water every minute day and night with never a stopp without efficient shovels like this and sturdy trucks to carry away the rock many more years would be required to complete the building program and that makes this automobile the only one in existence with a double turret top with institutionalsales [Music] and with thrilling dramatic demonstrations of spectacular emergency [Music] performance right now while we sit in this meeting Mass selling using all the spectacular resources of sound pictures and animated cartoons in color is helping to sell great masses of people in the way they like to be sold well I started back in 1965 I'm still at the same location I borrow $800 from my mother and I bought $1650 cars with my $800 and I don't know anything about cars and I knew if I wanted to build a finance company which was my purpose car business to me is incidental I knew that I would have to merchandise well to merchandise without any money only means one thing you better start getting people in I have no money to advertise and I marked every one of these cars $99 in big letters and yellow poster paint cross the whole front windshield I opened up on a Friday and by Sunday night I had sold approximately 24 cars and the reason for the 24 cars was because I took in some trades some of them I delivered for $25 down $10 down it made no difference I wanted those weekly payments of $10 to come in my name is Trader Vic actually it's Victor Snider I own this used car a lot if this wind keeps up we're going to do no business today but if it just comes out sunny and stays that way for just a few hours we ought to get out 10 or 12 cars today and would be a super day the one way at the end oh it is a Skylar yeah yeah $119 in this type operation we try to double our cost of our car plus reconditioning you're going to have to fix it are you mechanic if we pay $300 for a car put $100 in it we're in at 400 we try to ask $799 we try to double it that doesn't mean we get it sometimes we do sure if it don't start don't don't blame me wait right there to me it's just as important to sell a car for $199 as it is one for $199 the $199 car usually means a new customer and the way we treat the new customer is the way we get our repeat business do you want to make payments or you want to pay cash well what's the matter with pay I make more money that way what I make more money that way a lot of times I'll talk a man out of a cash deal and tell them to pay me well pay me three4 of it and pay me $10 $15 a week on the balance establish your credit with me you may know you may want another car can't she can't drive a stick I taught my wife to drive everything how about this little Rambler start this up see if it's an automatic yeah yeah close the door you never know when they jump out of gear my God it runs as far as keeping the car running I spend 90% of my reconditioning after sale rather than before sale this is strictly psychology you want to take it around the block there's always a chance the customer fix something himself you know without asking you to pay for it it may sound a little bit Shady but it isn't some people are embarrassed to ask what they rightfully have coming safety wise however everything is checked if you take your word my word for mine I'll take your word for yours the nucleus of any business is your old customers not your new customer this pays the basic overhead what do you give me for this I asked you if you're going to drive my car before you buy it you're in business today a yeah I'm in business today I'll guarantee you can go to New York and back in this car no way you're your f walk and wagon is a better car today I show the worst thing to do when buying a car whoever is is impulse buying like like most youngsters the first thing you want is a four speed that's the last thing they should buy because it's been driven by 16 youngsters already and the first man that bought it was a hot rider he wouldn't have bought a new I should buy an easy car in a six-cylinder automatic transmission if you don't know about a car take it to the mechanic and if the dealer says you can't take it to mechanic don't buy it you break him heart I was I was reaching from 100 and a half to 200 now you're breaking my heart when you say 220 quit worrying about price a dealer has to make a profit to stay in business there's no way to Chisel a dealer down to the point where he's going to lose money in a car he can't do it I want to congratulate you you made it [Laughter] back howy maam I took a lot of guts take your wife and baby one of my gapes I'll tell you for sure but have made it bag didn't it problem she don't like half if we're going to make payments just three questions how long you been on your job my job yeah five years who you work for in extending credit it's a matter of experience I believe a finance company will loan $500 to a working man and he'll check credit out yeah what do you do there I'm a technician I see no necessity of checking credit if I'm reasonably assured through my own training that the man is telling me the truth and I train my salesman to do the same thing and you would be surprised how few con jobs we get in here I mean out andout con jobs you can buy any car in a lot for $300 down anything else you want any car in a lot so let's get over on the good cars all right find a car for your wife okay make sure it's got brakes again okay on this car the way I operate if you find anything wrong with it I'll fix it before I deliver it fair enough everything here is customer relations from the time they walk on the lot to the time they pay off their car we'll put just as much guarantee on a cheap car if we will an expensive car what we call an expensive car now if he's a buyer he'll buy the car if he isn't he won't buy it CU that's the best car in the life when it comes to buying a car the difference between paying cash and financing is a lot ofy money if you buy a $1,000 card they charge you 1% financing in most places it varies from states to state in California you can charge 1% a month it's a lot of money you never pay on contracted you can buy for cash a customer walking on my lot he's King right away if he just tells me in advance he has a c there's no doubt about it the only Advantage is of financing the cars is if you don't have the money to you could be driving while you're paying but otherwise there's no there's absolutely no Advantage you're just paying for something you don't need okay where are we $3 every two weeks we're in huh okay you own an automobile no problem you want to come in and we'll start riding she's still looking Rose I can't rush a woman you know I keep an old office the Adobe gas station I'm in was built in 1918 I try to keep it clean which is pretty rough to do but I don't dare have real beautiful Furniture I keep an old counter we wear old clothes but clean around here when you're dealing with workingclass people you have to deal in the surroundings that they will accept if you put them in a fancy office or rugs on the floor and curtains on the window or drapes and fancy telephone they're going to be scared to come in I would say that if I was on a better location I would have a better looking lot and more class to the office but I like it the way it is and the customers like it Mr D you'll do me one last favor please get that piece of junk off my lock invariably when they come on Saturday and Sunday and make their payment they bring a friend and it's a friend I'm looking for not so much them and that's why we keep the few nicer cars we carry around the office those are the impulse buying cars I've tried everything we've given away whistles here we've given away Pop Guns we G away calendars but the best thing of all is the sucker and they happen to be the cheapest the kids come looking for Trader Vic now and they follow me around like a pip Piper but they bring the neighborhood kids their parents want to know why the kids all want to come down here who's Trader Vic now I'm not going to put it in dollars and cents but I'll guarantee you that when I buy 10,000 suckers and giv them away in 3 months that I pay for it 50 times over hey future customer look at that smile that's smile worth a million dollars another idea came to me at one time that we still had to get something to get the new customer happy with it not the old customer keeping this in mind I took some coins and I soaked them in water for two weeks they got good and Rusty and dirty looking and the next new customer that traded in a car I took 36 Cents and wrote a handwritten note to him stay in and when we cleaned out his tradein we found this money and it was his and we were glad to send it back to him thank you very much and sign a Trader Vic the man came in with a letter in his hand and his neighbor and his neighbor bought a car I made 4 $100 on that neighbor's car now we do it on every fifth tradein that comes in whether it's customer New or Old but we have to keep pretty close track of it because you don't want to hit the same man now with these deals we've been putting together here the last hour and a half we've been moving automobile we got about 10 cars delivered so far with deposits on three others I just checked this is a good Saturday we're getting good play and we're getting a lot of Lookers which means they'll be back tomorrow also and that's what counts It Isn't So Much what you sell today it's how many people you get interested and cars I'll guarantee I guarantee to push it home if it don't make it fair enough okay right fair enough you live in the valley yeah we just live okay are you ready let's you