PLUG HAT

Year Published: 1940s

Creator: wilding-picture-productions-atlas-supply-co

Description: Created by Wilding Picture Productions for auto parts distributor Atlas Supply Co., "Plug Hat" stars Ed Dearing as Mac, John James as Speed, Addison Richards as Rep, and Jack Hartley as Mr. Wadsworth. Film for automotive parts starts with a wedding, as the bride and groom go to get into their car and are showered with rice. Unfortunately, their car won't start due to a bad battery. Atlas Supply was a major distributor of automotive parts, tools, and supplies, particularly focused on serving service stations. It was established in 1929 by former members of the Standard Oil Trust. By the 1950s, Atlas had become the largest auto parts distributor in the USA. 00:00 Main titles – The story opens at a fancy wedding, where Mr. Wadsworth’s daughter's car won’t start. 2:26 – The narrator explains how the breakdown was traced back to a poorly charged battery serviced at his station. 3:13 – Speed, the mechanic, details the thorough service he gave the car—but admits he didn’t test the battery after charging it. 4:08 – The boss lectures Speed on how crucial battery reliability is, especially in emergencies. 5:07 – Speed’s own car won’t start due to a dead battery, highlighting the irony. 5:51 – The station begins offering battery service, though no one knows about it yet. 7:24 – The narrator reflects that if they’re going to be in the battery business, they need full commitment: signage, stock, and possibly a pickup rig. 8:27 – A customer doubts the battery quality despite having an Atlas, mentioning frequent drainage. 9:08 – The customer was sold the wrong size battery. The narrator notes they shouldn't criticize their own brand but recognizes it’s bad merchandising. 9:37 – The station finally starts promoting battery service with signs and inventory. 10:20 – A vacationing customer has battery trouble and is advised on the risk of failing on the road. 11:02 – The narrator gives a strong sales pitch about Atlas batteries' reliability and SAE certification. 13:21 – A new battery is installed in a customer's car to demonstrate performance. 14:00 – But the car still doesn’t start—due to a bad connection, not the battery. The customer is angry and demands his old battery back. 15:02 – The narrator is frustrated but remains hopeful for increased sales in cold weather. 15:49 – A company rep confirms that most batteries die unexpectedly. Only 3% are replaced before failure at service stations. 17:03 – The rep encourages proactive battery sales, even suggesting Speed could do it subtly. 18:06 – Batteries should be integrated into routine service, just like oil or tires. 19:20 – A customer buys a battery elsewhere after being helped by the station—lost sale. 20:00 – The rep advises asking, “How old is your battery?” as a soft sales lead-in. 21:02 – Speed is seen using a hydrometer and making customer case notes—building a tracking system. 22:03 – He checks battery condition, calls the customer, and offers to test it. 23:02 – The narrator discovers Speed’s system and is impressed by the methodical approach. 24:01 – Speed uses the customer records to prep for service calls, bringing the right tools. 25:22 – Speed consults the customer, matches the battery to the car’s electrical load, and explains the benefits of heavy-duty batteries. 26:43 – He uses SAE certification and performance ratings to close the sale convincingly. 28:55 – The customer is impressed by the warranty and transparency. 30:06 – Acknowledging Speed’s excellent salesmanship. 31:00 – Speed checks every car’s battery at the pump—building a bank of future prospects. 32:00 – The narrator gets his own chance to sell to a regular (Joe Thompson) but oversells. 33:31 – Joe remains unconvinced despite the hard sell. 34:00 – Speed talks to Joe and subtly gets him thinking again about battery age and risk. 35:03 – Joe starts to realize his battery might fail without warning, especially in cold weather.

Complete Record: Created by Wilding Picture Productions for auto parts distributor Atlas Supply Co., "Plug Hat" stars Ed Dearing as Mac, John James as Speed, Addison Richards as Rep, and Jack Hartley as Mr. Wadsworth. Film for automotive parts starts with a wedding, as the bride and groom go to get into their car and are showered with rice. Unfortunately, their car won't start due to a bad battery. Atlas Supply was a major distributor of automotive parts, tools, and supplies, particularly focused on serving service stations. It was established in 1929 by former members of the Standard Oil Trust. By the 1950s, Atlas had become the largest auto parts distributor in the USA. 00:00 Main titles – The story opens at a fancy wedding, where Mr. Wadsworth’s daughter's car won’t start. 2:26 – The narrator explains how the breakdown was traced back to a poorly charged battery serviced at his station. 3:13 – Speed, the mechanic, details the thorough service he gave the car—but admits he didn’t test the battery after charging it. 4:08 – The boss lectures Speed on how crucial battery reliability is, especially in emergencies. 5:07 – Speed’s own car won’t start due to a dead battery, highlighting the irony. 5:51 – The station begins offering battery service, though no one knows about it yet. 7:24 – The narrator reflects that if they’re going to be in the battery business, they need full commitment: signage, stock, and possibly a pickup rig. 8:27 – A customer doubts the battery quality despite having an Atlas, mentioning frequent drainage. 9:08 – The customer was sold the wrong size battery. The narrator notes they shouldn't criticize their own brand but recognizes it’s bad merchandising. 9:37 – The station finally starts promoting battery service with signs and inventory. 10:20 – A vacationing customer has battery trouble and is advised on the risk of failing on the road. 11:02 – The narrator gives a strong sales pitch about Atlas batteries' reliability and SAE certification. 13:21 – A new battery is installed in a customer's car to demonstrate performance. 14:00 – But the car still doesn’t start—due to a bad connection, not the battery. The customer is angry and demands his old battery back. 15:02 – The narrator is frustrated but remains hopeful for increased sales in cold weather. 15:49 – A company rep confirms that most batteries die unexpectedly. Only 3% are replaced before failure at service stations. 17:03 – The rep encourages proactive battery sales, even suggesting Speed could do it subtly. 18:06 – Batteries should be integrated into routine service, just like oil or tires. 19:20 – A customer buys a battery elsewhere after being helped by the station—lost sale. 20:00 – The rep advises asking, “How old is your battery?” as a soft sales lead-in. 21:02 – Speed is seen using a hydrometer and making customer case notes—building a tracking system. 22:03 – He checks battery condition, calls the customer, and offers to test it. 23:02 – The narrator discovers Speed’s system and is impressed by the methodical approach. 24:01 – Speed uses the customer records to prep for service calls, bringing the right tools. 25:22 – Speed consults the customer, matches the battery to the car’s electrical load, and explains the benefits of heavy-duty batteries. 26:43 – He uses SAE certification and performance ratings to close the sale convincingly. 28:55 – The customer is impressed by the warranty and transparency. 30:06 – Acknowledging Speed’s excellent salesmanship. 31:00 – Speed checks every car’s battery at the pump—building a bank of future prospects. 32:00 – The narrator gets his own chance to sell to a regular (Joe Thompson) but oversells. 33:31 – Joe remains unconvinced despite the hard sell. 34:00 – Speed talks to Joe and subtly gets him thinking again about battery age and risk. 35:03 – Joe starts to realize his battery might fail without warning, especially in cold weather.  

Transcription

[Music] Heat up here. [Music] Now, this story starts where most stories wind up, with a wedding. A pretty fancy wedding, too. Jerry Wington Watsworth marrying off his daughter. But let me tell it just like it happened. I wasn't there, but I know the old boy plenty well. He was one of the best regular customers at my service station. And tough boy. With him, everything's got to be just right. So when he says dress up, everybody dresses up. When he's managing things, everything goes along just like it should. Everything right according to just like old man once with planning. [Applause] [Music] [Music] Goodbye. >> I thought you said this was all ready. >> It is. Stop flusting it and do something. >> I am, but nothing happens. [Music] You think it's funny? Well, maybe, but not to me. You see, that car had been serviced in my station, and Mr. Wadsweet came right down the war path to me, still hotter than a firecracker. What did I say? Ha! He was doing all the talking. >> And what's more, you've seen the last of my car, my wife's car, my daughter's car, and every other car I can keep out of your stupid hands. Mr. Wsworth your hat. Keep it on you. It looks good. >> Wow. 20 minutes. Never repeated himself once. That shows you what an education will do for. >> All right. Speed. What happened? Well, I pick up the car yesterday and I give it to works on account I know it's important. I checked the tires, fill the tank, changed the oil, complete lube job, everything. Even the wheel bearings, clean the carburetor screen, flush the radiator, two new spark plugs. >> Oh, never mind all that. It was the battery that went bad. How about the battery? >> I'm coming to that. Well, I fill it then. I think maybe I better give it a test just for luck. It's down, so I give it a quick shot. >> You did? So, help me. I guess it just didn't hold a charge, that's all. >> You guess? Can you guess how much business just walked out? You guess Mr. Wadssworth noticed how well everything else was done when the battery wouldn't start the car. Did you take a test on that battery after you charged it? >> Well, no. >> Why? We just never do. That's all. I wouldn't even have given it a boost without authority if he wasn't a special customer. >> H wasn't is right. One thing sure he isn't anymore. And I don't blame him. Why just put yourself in a spot like that? Suppose you got woke up in the middle of the night. It's an emergency. Your wife's sick. She's going to have a baby or something. You got to get to the hospital quick. It's life or death. You jump in the car, step on the starter, and nothing happens. And there's your poor little wife. What would you do? >> I'd go back to bed. On account, I haven't got a wife. >> Oh, maybe this is all a big joke to you, huh? Just funny stuff. >> No, I didn't say that. But well, you know, I'm not married. >> I guess it's up for the boss. All right. Well, from now on, I'm going to see that our customers get battery service. And if I find an owner needs a new battery, I'm going to sell them one if I get a ramad dolly stroke. Well, that hat got to be kind of a symbol, especially after Speed stuck a tag on it. But I'd met what I said about service. I kind of hoped Speed would fall in line, but >> uh you can shut it off now. >> I don't dare. Had to get a push this morning. I got to get this car downtown. >> Oh, battery down, huh? Well, well, shut her off anyway. If she won't start, I'll give you a push. >> All right. >> I just thought I'd wait and see if Speed would wake up, but he didn't. >> Thank you, sir. Now, try that. Starter. >> Won't start. Well, I guess there's only one thing to do. >> Little bulky, eh? >> Yeah, you'll just give me a little push. >> Better than that, let's give it a quick charge just to see what sort of shape it's in. >> I didn't know you had battery service. >> Yes, sir. Have you all set in just a few minutes? Hey, Speed, give me a hand. Let's roll this over to the air tower. >> All right. Didn't know we had battery service. Well, how could he? There's nothing to tell him. So, Heat. Heat. [Music] During the few minutes it took to charge his battery, I did some thinking. If we were going to be in the battery business, we'd be in the battery business. Identification, full line, maybe even a tire and battery pickup rig, maybe. When I got to check this fell's battery, I could see there was no sale here. But I figured I'd give him a little Goodwill talk anyway. [Music] Let me see. [Music] [Music] Well, there she is. Right up snuff. I see it's an Atlas K. Mighty good battery. >> Perhaps. Seems like it runs down often than it should. >> Well, with all the electrical accessories they put in the car these days. >> Maybe I should have paid a little more and got the same kind that came with a car. >> Yeah, no matter what you pay, you can't beat an Atlas. >> Maybe. >> Thank you, Mr. Graham. Come and see us again. [Music] You see? >> Yeah, but I don't see how that guy can expect to run all those gadgets on just a 13 plate job. >> Well, what are you going to do? Somebody sold him the wrong size atlas. But you sure let him think it'll do the work. >> Well, it's no use knocking your own stuff, Speed. You just don't understand merchandising. That stopped him. But even I knew it was just a lot of words. Then one day, everybody knew we were in the battery business. signs, a full stock of sizes, yes, and even road service. That sort of a layout kind of stiffens a guy's spine, makes him want to get out and settle. And right off the bat, I had my chance. I just finished servicing a transient off on a vacation trip. A meat little guy with kids and baggage sticking out all over. And then he steps on the starter. Pretty [Music] dangerous starting on a vacation with a battery like that. >> Well, I thought >> it charge up, Robbie. >> That's right. >> Taking a chance. You don't want to be caught on some empty road in the middle of the night, miles from anywhere. >> Oh, of course not. >> I should say not. Uh, drive right over here a minute, will you? Please. Right over this way. [Music] Yeah, I really gave him a working over. I painted a picture that had his hair on him and told him more about Atlas batteries than even I knew when I stopped for bread. >> Hey, Speed, heads up. >> Okay. Did you overhear a fiberglass mats? >> I guess >> I thought not. Well, let me tell you. >> Thank you, sir. Will you come back? [Music] Good morning, sir. How many gallons will your tank hold today? When you come back, [Music] There she is. >> An Atlas. No finer battery made at any price. >> She's nice looking. You bet. And factory fresh. We keep every one of our batteries constantly vitalized right up to peak performance all the time. >> Is that important? >> Important? You bet it is. >> Good morning. How many gallons will your tank hold today? >> About 10, please. Now, we'll put this in your car. Then you'll see something. [Applause] >> Now, Mr. Tman, just step on the start. >> All right, skip. That's it. We got to show him to you. All right, take him away, would you? [Music] >> Well, that's just the same as it was before. >> Connection on the starting motor is a little loose. Fix it right up. >> Yes, you bet you will. You can just bet you're going to put my own battery back, too. >> But Mr. Tim, listen. >> You listen to me. You're going to put my own battery back in there and let me get out of here. >> Well, just as you say, Mr. Just as I say. >> Well, I was plum disgusted. Speed didn't help matters much either. I was ready to blow up. or you look just wait till we get a little touch of cold weather and those batteries start going then just wait then they'll call me and pay a couple of extra bucks for that service trip you just wait okay I'll wait I'll show these guys so I kept our battery stock clean and charged up just waiting and next time the company rep stopped by I was all set for him >> battery stock looks pretty Good, Mac, considering the time you've been carrying it. >> I know. I know. But just wait till cold weather. They'll move. >> Then they will. Yeah, sure. >> No, you're snacking myself out for nothing. >> No, indeed. >> Look, it doesn't pay to push people when they're not ready. They resent it. >> That's right. Wouldn't they know they're being pushed around? >> Yeah, but just try to do them a favor. And they act like you're trying to barbershop them. >> Sure. Unless they realize you're doing them a favor. >> Yeah. Yeah, but just wait till we get some cold weather. Boy, just like picking up apples under a tree. No fuss, no pain. Just profit. >> Yeah, sure. Oh, by the way, Mac, I got some figures on the battery business that seem to bear out what you say. >> Oh, you have, have you? Let's see them. They made an investigation of the battery business and found that in about 2/3 of the cases, batteries went dead as a complete surprise to owners in their garages or on the road. >> Yeah, I can believe that. >> In about onethird of the cases, the owner suspected his battery was going bad and did something about it. Hm. What about that little thin slice there? >> In 3% of the cases, only three out of every hundred, mind you, was the dying battery discovered in a service station before it failed. >> Yes, sir. Just as I thought. Now, look, it just goes to show. >> Yeah. Isn't it a pity? >> What? What do you mean? Look at all the people be coming in to buy new batteries. >> Coming in where, Mac? >> Oh, coming in wherever they sell batteries. >> Exactly. The first place they hit on the way downtown or the first name they find in the phone book. Of course, you'll get a percentage of business just sitting here. But look at the opportunity you've got. You're too smart, Mac, to play the law of averages when you might be knocking off the big harvest. >> Sure. Sure. That all sounds fine. Maybe it works when they got a battery specialist with nothing else to do. But here, well, I can't be everywhere at once. How about speed? Speed? Him? Ha. Speed putting on a selling job. That's one for the funny papers. Why dog on it? I have enough trouble here myself. Excuse me, Phil. Somebody wants to spend some money. Speeder master salesman. That's one for the book. >> Sure would open his eyes if somebody was to do what he keeps popping off. Can't be done. >> Yeah, it sure would. Be so easy to do, too. >> Oh, not me. First time I slowed up traffic the island trying to sell a battery. M could land on me like an atom bomb. >> That's just the point. If you go after battery business the smart way, you just take it in your stride. You mean a guy might be putting on a pitch without him getting wise to it? >> Practically till we heard the cash register started playing a tune. >> Hey, this sounds like a rib. Tell me more. [Applause] >> There she is. Right up to the proper level. By the way, how is your battery climbing up since we uh What's this? A rental? What happened to the Atlas? >> All of that? Well, it seems the Atlas was too small for this car. Down at the electric service shop, they showed me the trouble, so I bought a new one. A big one. >> Oh, I see. It could be a nuisance to check tires, oil, water, radiator hose, lights, and all the rest. If we didn't have them all down to a routine system, >> I see. And you can work batteries right into that same routine. >> Of course. After all, you wouldn't let a man drive his engine until the bearings froze before you tried to sell him oil, now would you? >> No. >> And you wouldn't wait for his tires to blow out just hoping he'd come into you for new ones. Well, of course not. But well, batteries are different. >> Only to this extent. An owner can't see his battery wearing out. Now, naturally, he doesn't want to buy a new battery, but he does want dependable starting always. Now, you protect that dependable starting in your service routine and let him know about it. He'll appreciate that service. And furthermore, you'll be the first to know when he does need a new battery and have the first and best chance to sell it. Well, sure if he's a regular, but what if you spot a tranchant and you're pretty sure his battery is on its last legs, but you can't be positive without a charge and check. >> Well, why send him onto a competitor? Sell him the idea of applying the cost of a charge to the price of new batteries. >> Yep. Uh-oh. Let's go on with this some other time. [Music] My golly, that's gratitude for you. I rescue the guy when he needs help. Then he spends his dough someplace else. >> Helped him along to a competitor, eh? >> Ah, just wait till the snow app flies. >> Oh, see, I got to go downtown. I got a tire dealing. How about sticking around the last time? >> Oh, no thanks, Mac. I've got to move along, but uh I'll be back before cold weather. >> Sure, sure. Glad to see you anytime, Phil. Hey, Speed. I'm going down the rideways. Okay. >> See you, Mac. >> You know, I I've been thinking about what you told me, and well, it's it's okay. >> But what? >> Well, isn't there a shortcut? You know, some way to shorten the leadup talk. >> Sure there is. When you run across a battery that looks guilty, just ask the owner how old it is. >> Oh, I see. Something like, uh, pardon me, sir. How old is your battery? sort of suspicious like, huh? >> He's got to answer. He'll say, "Uh, well, it's so old or it came with a car or he doesn't know." Or he'll ask you why you want to know. >> And no matter what he says, he's given me my lead in talk >> and be sure you know the answers. Good luck, Steve. >> Uh, don't be expecting any miracles. >> Doesn't take miracles, just common sense. Pretty soon after that, I should have begun to smell a mouse. Or maybe I was just too stubborn. First the recharges start jumping. Then we seem to be having a run on cables and spark plugs and such. Maybe I should have noticed they were mostly on speed sail slips. Then there was the day Mr. Medbury stopped in. >> That's what I like about coming here, Mac. Of course, it's your job to remember what I forget. And you always seem to do it. >> Well, thanks, Mr. Medbury. >> Yes. I was beginning to believe the car is about ready to turn in. But say with that new battery and couple of wires, set of plugs, quiet starts like a new car. Yeah. >> Yeah. Sure. Sure makes a difference. You bet. >> That boy of yours, he's good. Shows the training of the old master. >> Yeah, sure. Good man. And about that time, I figure I better find out what's going on. Speed's busy with the lube job. And when I get close, I see him dipping in with a hydrometer. Then, in less time than I can tell it, he's giving the battery cables and the connections the once over. Then he starts for the office. Well, of course, I don't want to be nosy, but I am interested. So, I follow and hear him calling Doc Bradley. >> I noticed it was a little lazy and starting, so I figured I'd better check. Oh, it's nothing very serious. It's some loose connections. And the battery is down a little. By the way, doctor, how old is that battery? Well, that'd be about 18 months. Well, it's worth giving a charge and check. Very well, sir. I hope you'll excuse my bothering you. Well, thank you, sir. That's why I'm here. Then I see making notes in a box of cards. Of course, by this time, I'm burning up with curiosity. So the minute he goes back to his job, I take a look see. Well, why not? I'm the boss. I got to know what's going on. Well, you could have knocked me down with a tire patch. There's a case history being built up on every regular customer we got. No wonder he knows how to pitch his shots. And right while I'm trying to figure a graceful way into this play, My gone service. Yes, Mr. Harvey. Oh, that's too bad. Well, look, suppose we send up a rental so that you can use your car while we charge the battery. Yes, sir. Right away. Hey, speed. Harvey's car won't Oh, look. Harvey's car won't start. Run up a little. I'll finish the loop job. Why? >> Sure. Of course. I noticed Pete's putting on the stall, so I figured to get out of his way. Uh, maybe he left his radio on and the starter got stuck. Fix him up, will you? >> Oh, sure, Mac. Okay. And no sooner I got out of his way than he goes pouring through that record file of his. June 12th. Okay. But 27 months old. Then I see him pick up the laner and the booster battery. I got a mind to call him on that. But then I think no, let's see what happens. I thought about it so much I was still servicing the car half an hour later when I heard the pickup come back and the car. It was speed with Mr. Harvey and anybody can see something's cooking. So I go back to work keeping one aircooked. >> Here we are, Mr. Harvey. >> Now, instead of just a new battery, let's fit the battery to the job. Uh, what electrical accessories does your carry? >> Well, um, radio, it's all I guess. >> Uh, any extra lights? >> Oh, yes. A spotlight, fog lights, and a trouble light. That's all. How about a heater? >> Oh, yes. And a defroster fan. Just about to work, huh? >> I guess so, now that I think about it. Uh, is that engine the six or the eight? >> The big eight. It's a Husky Brut. I know. But I like that reserve of power. >> Yes, sir. >> Same thing with batteries. Now, maybe you could get by with a regular capacity, but considering the job it has to do, you really need the extra heavy duty capacity. Well, does that cost more? >> Well, at the outset, a little more, yes. But over the long haul, it saves you money. After all, there's not much economy in putting a boy on a man's job. You've started me thinking, how do I know this battery has the guts to take care of my car? I was hoping you'd ask that. You see this? >> Yeah, we're kind of proud of that. That's the certification of capacity. And every Atlas carries it right in plain sight where you can see what you're getting. What's it mean? Not in technical talk, but in performance. Well, you've heard of the Society of Automotive Engineers. Sure. It's a top engineering brains in the automobile industry. Oh, that's right. They set the standards for motoring performance. Yes, I know. It's the um SAE rating that tells you the power of an engine rather than just salesman's talk. Same thing with batteries. The SAPE places ratings on batteries in the three most important phases of performance. Zero starting, ampear hour capacity, and charge and discharge life cycles. Is that so? How does this battery rate? It tops the SAPE standards in every feature. >> Really? Sure thing. For instance, in life cycles, the SAPE demands 269. This Atlas gives you 475. That's 177% of the standard. You can see for yourself that means longer life. Certainly should. The SAPE demands 90 amp hour capacity. This battery gives you 100. That's an extra margin of reserve to handle that big engine and all those accessories easily. How about starting? That engine's pretty tough in cold weather. Well, the SAE demands 162 seconds of continuous cranking at zero temperature. This battery gives you 192. There's your extra power for quick sure starting on the coldest mornings. Very interesting. Must be pretty sure of yourselves to display those ratings right in plain sight. Mr. Harvey Atlas goes further than that. You get a warranty in writing, home, backing up everything I've said. And that applies not only to capacity and performance, but length of service, too. >> And if anything happens, you and I spend the rest of our lives arguing with the company. I've seen these before. >> No, sir. This warranty means what it says. If your battery fails to deliver, you get satisfaction like that. Why? You don't even have to come back to us for adjustments. Just go to any Atlas station in the United States, pay for the service you've already received, and you get a new battery. No ifs, ands, or buts. Is that so? I I was just kidding you. Really? Why? Well, I never heard of a deal like this. What's the gag? >> Well, I don't know how to say it exactly, but we feel that if we lean over backwards keeping you happy, why we'll keep you tied to us for all your service. That's a dog under statement of policy I've ever heard. Just about the most convincing. Well, I'm not much of a hand at slick talk. You do all right. Incidentally, after I'd called for a rental, how did it happen that you brought along a booster battery that give me just a starting shot, enough to drive here? >> Well, I knew the age of your battery, and I figured it probably conked out. sort of useless expense to charge it and make you pay for a rental when you could be putting that money on a new battery. >> And by giving me just a starting shot, I'd almost have to drive down and buy a battery here instead of shopping around. Or had that occurred to you? >> Well, as as a matter of fact, >> don't answer. Don't answer. But it is something to bear in mind. Huh? >> Yes, sir. I see what you mean. me. I just stood there like a guy in a trance. That kid was doing a terrific job. I made up my mind to break down and tell him what I thought. So, after Harvey gone and speed came back to the lubrack rack. >> Hey, good gravy. Haven't you got that finished yet? >> Well, I thought >> Oh, I've been busy. One thing or another. Hey, I see Mr. Harvey bought a new AG Atlas, huh? >> Yeah, that's right. H some little bird must have told him it was about time, I guess. Yeah, I I guess so. Hey, Mac, how about letting me finish that? You take that car over to Ms. Cample. She'll be barking like a fox. >> Oh, you're right. What can you do with a guy like that? >> Well, I just kept my eyes open. And it really was something to watch that kid go over a car. Never lost his stride. Yet, even the transients and dropins, the cars we didn't get for regular service, got a check of battery cables and a hydrometer reading right there at the island. All in a matter of seconds. Of course, they weren't all prospects, but every once in a while, I'd hear Speed saying, >> "Pardon me, sir. How old is your battery? It looks a little suspicious." >> Shucks, he didn't sell them all. Not by a long shot, but he got more than a share. If the battery was obviously a crippled speed slug, right out for sale. But if the battery had 4 or 5 months to go. >> Well, sir, if you will give me your name and address, I'll take the responsibility of keeping you on the safe side. It's awfully easy to forget a battery until it goes dead. >> Simple. Sure. And most of them went for it. Even dropins I'd never seen before. And Speed was piling himself up a nice bank of prospects for later on. Well, time slipped by and every week we were doing a little better. Oh, I had knocked off a few myself, but nothing spectacular. And that was the trouble. I was itching for a chance to really put on a selling job just to show the kid. And one afternoon, I got my chance. Joe Thompson was coming in for his car, and I discovered his battery is one of those borderline cases. Here was a sure prospect. Joe's a salesman himself who appreciates a good selling talk. I was all cocked and primed for him, and Speed was right close by. He couldn't help but overhear. Okay, Mac, put it on the bill. >> Just one thing more, Mr. Thompson. Looks like I'm going to have to send you a battery. Well, Mac, I've got a battery. Ha, that's a good one. Yes, sir. You sure have, Mr. Thompson. But you can't expect an old battery last forever, you know. >> Well, it's worked all right so far. >> Ah, that's just the point. Have you any idea the punishment a battery has to take? >> I don't even care, Mac. It starts the motor. That's enough. >> Oh, yes. But all the time you've been driving that car, that battery has been working, charging and discharging, charging and discharging. Millions of tiny bubbles have been scouring the battery plates. Well, what of it? I'm glad you asked that. Now, there's an Atlas. Atlas gives you fiberglass mass, enclosing the plates and protecting the active materials from that scouring. Do you wonder that Atlas batteries stand up better? >> Mac, I haven't thought anything about it. >> Of course not. And with an Atlas, you won't have to. Why Atlas batteries actually top the rigid specification standards of the Society of Automotive Engineers. That's why Atlas is the choice of the greatest fleets of salesman's cars in America. >> That's fine. Well, >> besides, it's that extra margin of standup performance that made Atlas one of the top leaders in replacement sales over hundreds of competitors. And Mr. Thompson, Atlas gained that position mostly on the say so of Atlas users. Our owners are best salesman. >> Mac, that's fine. I I'm impressed. When I want a battery, I'll talk to you. I >> I'm coming to that. >> Mac, look, mine starts my motor. That's all I ask. I'm satisfied. Period. >> Well, okay, Mr. Thompson, you're the boss. But I'm going to keep a sharp eye on that battery of yours. >> Good. Good. Mac, you do that. Go on. Take care of him. >> Okay, Mr. Thompson. >> Oh, hello, Mr. Thompson. Well, hello, Speed. Tell you what, what got Mac all wound up? Wound up? Was he? The greatest outburst of oratory since Daniel Webster. Must have been about that battery of yours. >> And how? Well, Mac's a funny guy. He seems to feel responsible if a regular customer's battery goes dead. >> Well, there's a lot of life in this old baby yet. >> Oh, sure. This kind of weather. How old is your battery? >> Well, it's only, let me see. I got it a year ago last December. It's not even 2 years old. >> Uh, about 20 months. Well, >> huh? What do you mean, Speed? >> Well, you might be able to get another month or two out of it. Boy, it kicks over as good as new. Sure. That's away with those borderline jobs. It's pretty hard to tell. A month either way, especially in warm weather. >> You mean some cool morning it'll just conk out? >> Yeah, that's the way they go. Batteries wear out in summer and fail in cold weather at the first stiff load. >> Yeah, but you get some warning. Well, usually not much. It isn't like a tire that you can see wearing out gradually. When a battery hits a downgrade, it goes pretty fast. About 75% of the wear and tear takes place in the last 25% of its life. We'll see. Maybe Mac had something here. >> And I just stood there sweating it out, wondering where my sales talk had gone sour, wondering what Thompson thought and what was keeping him. Wondering till I gave the guy five and a half for five. >> Max's been after me to make up a display of these plates. They tell the story. Now, here's a new plate. This plate is 18 months old. Looks like that battery had go on for a long time, doesn't it? Even though you can see the grid coming through. But look here. This plate is 24 months old. See how fast it's given out? Lucky the fellow was able to get a push home. Well, say this isn't funny. Why didn't Mac show me this? Well, I'm sure he would have if you'd given him a chance. It's his favorite subject. >> By the time I got through with that customer, I was so jittery, I almost forgot to collect. And as soon as he was gone, I hoted it back to the station. >> Okay, Mac, you win. >> But Mr. Thompson, let me explain. >> Never mind. I'm sold. Just make out the warranty and I'll become one of those happy Atlas customers that do whatever you said they do. >> But I thought that you were >> Just one thing, Mac. As one salesman to another, the first job in selling is to convince the customer he needs what you've got to sell him. Yeah, sure. Oh, that that's right, Mr. Thompson. >> Yes, sir. On me it would have looked good. Then one night we got one of those cold snaps and rain. The kind of a night you hope nobody comes near the station. Guess I better bring in the brass monkeys. Oh, go away. Go away. >> Hi, Max. >> Well, Phil, come on in. >> Get away from that radiator. I'm about You sure picked your knife for making social calls. Or is this a social call? Well, it was, but uh since you bring it up. >> Oh, boy. Here we go. >> I thought maybe you might want to stick your chest out a little. >> You mean stick out my neck? That's what I do best. >> Hey, Mac, when are you going to tell me the story back of that hat? >> Oh, the hat. Huh? Well, look, it was like this. One of those. >> All right. All right. All right. Skip it. >> Wow. How' you like to get caught out in that? >> No. Thanks. I wouldn't wish that on my worst enemy, whoever he is. Oh my. >> Oh, I wet and I'm cold. Why did you have to park so far away? Why don't you get a >> I told you a dozen times I couldn't get a taxi. I didn't want to sit in the theater all night. So, >> going down my neck. >> All right. Car's only a half a block away. So, come on. Let's hop down. Come on. Oh, we're soft. >> Oh, hurry. I'm getting soaked. >> Give me a chance. And I'm hurrying. [Music] >> Get in. Get in. All your Open the door. [Music] >> Well, do something. We can't spend the night here. >> That's right, my dear. We can. And shut up. You know, Mac, sometime I'd like to take you on a swing around my territory. >> Yeah. >> Just to put over the story of your own personal experience in battery merchandising. >> Yes, sir. I'll just bet you would. >> You know, I've got a lot of old shellbacks on my beat. I keep after them, but I guess they just aren't as alert and smart as you are. Look, Phil, who are you trying to kid? >> I'm not kidding. Look, 6 months ago, you were just one of the boys. Now, well, a record speaks for itself. What's the inside, Mac? The real lowdown. >> I've been wanting to ask you that same thing for months. What is the real lowdown? >> Well, I only know a part of the story, but do you remember when we first talked about battery merchandising? How you dug in your heels and boked? >> Huh? Do I remember? >> Well, that was the start of something. But operator, are you sure you're ringing the electric service shop? Somebody must be there. They've got to answer. >> I'm sorry, sir. That number does not answer. >> Yeah, but my car is stalled. I need battery service. What am I going to do? >> I will give you information. >> Oh, nuts. I give up. No. Operator, just a minute. Operator. Operator. operator. >> Sure. Speed did a good job. A terrific job. But you were in there backing him up all the time, even though you wouldn't admit it. And uh maybe you both learned something. >> Yeah, maybe you're right. Now, one thing more. >> Oh, please. Not tonight. Mcown service. Huh? I mean, yes, sir. Mr. Wodsworth, where? Oh, yes. I'll be right over. Oh, that's all right, sir. That's our job. In fact, it's a pleasure. Why I'd go if I had to crawl on my hands and knees. >> Say, this must be pretty important. Important. This is it. You take charge like I get back. >> Now, wait a minute. I don't want to be inquisitive, but where are you going, >> mister? I'm on my way to return a hat to an old customer. [Music]


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