WHY DO THEY CHOOSE A STATION THE FIRST TIME?

foreign [Music] [Applause] [Music] [Applause] [Music] [Applause] that's one reason many car owners give for selecting a particular service station that's a pretty good reason to most of us convenience means a station nearby close to our home or to our work for example if a good Sinclair station is located say up about here the dealer would normally expect that his station would be the most convenient for those who live or work in this area but let's always remember one thing our best gasoline customers are the ones who are on the move a lot and for people on the move a convenience station is not always the best station take The Adams Family for instance who live just a couple of blocks from this station there's Mr Adams just about to leave for work he does this every day five days a week and just about the same time seven o'clock he leaves pretty early this morning and at least twice a week he needs gas he's got to stop someplace now here's the station nearest to his home [Music] [Music] there are many stations along his way he'll have to pick one hmm a busy corner this [Music] ought to be convenient for him right on his way but it's not for Mr Adams so Ani goes until he's headed down Maple Street quite a ways from home is this station convenient for him it's not as close as the one near his home but in he goes the point is that Mr Adams has traveled a long way from home to buy gas he wanted more than convenience there must be a reason there are millions of atomses passing up the most convenient stations every day why what made them choose another station why did they drive into it the first time one reason some drivers choose a station is that they prefer a certain brand why what makes drivers rate one company's product higher than another's so it's time again to think about your engine driving today drive with care and use Sinclair power x gasoline one big answer is advertising which is simply a way of telling more people about Sinclair gasoline Around the Clock National advertising means telling more people about Sinclair in as many places as possible have you noticed the Sinclair National Park ads Marge they're interesting this one's all about Washington's home at Mount Vernon maybe we should take that in on our next trip I think I'll give one of their stations a try for gas too there are other ways of getting car owners interested in a certain brand here's one of the best word of mouth advertising it's a truth Pete I actually got better performance you don't say yeah Sinclair's High test power x they call it you ought to try it a satisfied customer tells a friend whether this way or signs right at the station National [Music] to try the Sinclair brand and when it's brand that makes them pick a station this emblem clearly shows them where to get it at least it should [Music] the biggest reason that drivers pick a station for the first time is the Dealer's influence in the community what he does to reach people or persuade me to do business with him see you in about an hour okay Carl he has made his station known in the community he has made himself liked in the community this dealer doesn't wait for customers to come in he goes out after them and he does it in many ways he gets out and meets more people personally he has to eat anyway so he might as well enjoy it and make more friends while he's at it a little back scratching never hurts anybody these fellows buy gas somewhere and their friend Jones is in the business might as well trade with him here's another way he gets out he makes sure that all of the people in the neighborhood of his station know him well and favorable they know he's in business nearby handy for gasoline and ready to take care of their car needs this homeowner is worth a can of household oil or something equally inexpensive just for Goodwill he's never bought gas at the station a friendly gesture like this will probably bring him in for the first time [Music] dealer Jones also meets more people through his own advertising in this way he makes himself his products and his Services even more widely known and appreciated his good reputation just doesn't happen he makes it happen another good place to build a friendly reputation is with fellow retailers even the barber and why not talk about Word of Mouth advertising this dealer always has Tony cut his hair and Tony isn't the quietest man in town what's this the calendar I gave him two weeks ago yeah this would be a good place for a Sinclair calendar customers have nothing to do but stare at the wall and fight the mirrors or listen to Tony say a pony he says you wouldn't mind if I put up one of my calendars would you and you wouldn't mind telling your customers about me would you come to think about it he says to Tony where do you buy your gas [Music] a friendly and easy way to get into a home is picture news doesn't this look just like Mildred yeah say we've been getting this little picture magazine now for some time maybe we ought to give this fella Ryan a try tell you what to do another new customer headed your way and here's dealer Smith he's out meeting more people too must be the boss he's talking about manufacturers recommendations when we lubricate trucks Mr Thompson and I can promise you better mileage and fewer engine repairs if you use Sinclair gasoline well I'll have to think about that oh okay sir hey haven't we met before sure you were in the community drive but when you get around like this you get known favorably and you get more new customers yes even the neighborhood kids do they ever spread the word if they're on your side hi there hi bud Mr Smith put some graphite grease on my James says it'll last longer than just plain oil well that's nice huh who's Mr Smith you know they have the gas station ran over on 12th Street don't you remember I guess there I don't think so you Oughta Mr Smith the swell guy so one big reason why people decide to try a station for the first time is because they've heard good things about the dealer or in one way or another they've come to know him better personally the station appearance influenced the driver to pick one place over another well we need gas Henry yes I know ought to get some soon let's see what it looks like down the street maybe first impressions aren't always right but they certainly register when a driver has a choice to Henry at least and thousands like him for Henry is one of those motorists who buys gas when and where he needs it and he's just as human as you or I he chooses a place that looks alive clean and sparkling whether it's daytime or nighttime early or late what is there about appearance that causes them to pick one station over another several things all simple and easy to do here are a few bright white buildings clean well-lighted signs appealing outside displays neat pump Islands ready for Quick Service attractive windows and most of all a lot of activity they tell the passing driver here's a good place to buy gas does station appearance influence a driver to pick one station over another what do you think there's a first time for every motorist in any station something influenced his choice maybe it's convenient location sometimes it's brand preference but the strongest attraction for most people is the dealer himself and his station it's what he does to make himself and his Services inviting that makes motorists choose his station [Music] thank you what do you know here's our friend Henry again remember him last time we saw him he was stopping here for the first time why is he keep coming back let's listen glad to see you again Mr Snyder thank you nice seeing you again the biggest reason they keep coming back and developing to study customers is one we all know but sometimes forget they like the service 41 of steady customers said so said they are loyal to one station because they like the service it's the little things you do I like the way these fellas roll out the red carpet in a hurry [Music] yeah final's okay sir but I'm afraid to ride front tires a little soft is that so well let's take a look at it good Mr Schneider you ought to have these tires rotated and balanced at the same time we'll check this one got time now it'll only take a few minutes okay might as well do it now thank you hmm these boys never miss a thing glad they caught that tire I'd sure hate to have it go with Helen and the kids in the car that ought to fix you up Mr Snyder thanks very much we'll see you later you'll see Mr Snyder later and this man knows why so do the rest of us after all isn't the red carpet treatment simple and easy certainly when you stop to think that almost half of American motorists stay loyal to one station because they like the kind of service the dealer gives them it takes all kinds of people to make the world some like one thing some like another meet Mrs Hampton for instance she and her husband Paul are steady customers of Sinclair dealer Jim Wilson wouldn't think of going anywhere else how'd they get that way they like the service of Jim's Place of course that's the Hampton car in the bay right now but in this case the reason they stick with Jim Wilson that's Jim coming up now is Jim Wilson himself cars already then Kyle yep all set follow me on the Jeep we'll take the car to Mrs Hampton right away they like him and because Jim is a friendly competent guy he has lots of steady customers a feeling of friendship for the dealer is high on the list of reasons given by American motorists for being loyal to a favorite station Jim Wilson is no special charmer just a regular citizen like the rest of us but he makes friends lots of them so I put it in the garage no thanks Jim I'm going to be using it later okay how are the kids Mrs Hampton oh they're just fine thanks Jim as a matter of fact Ronnie's out playing golf with his father this afternoon how's your family fine thank you good Lord say we'd better keep an eye on the battery in your car oh do we need a new one no not just yet one cell looks a little weak though better check it next time we service the car you know I'd hate to think of you having any battery trouble out on the road at night otherwise your car's in fine shape well thanks a lot Jim thank you Mrs Hampton oh I see they delivered your car on time the old Gym's always on time he's very reliable ready to go oh anytime you always take your car there don't you yes Paul wouldn't go anywhere else as a matter of fact I wouldn't either Jim seems to take as much interest in our car as we do as a matter of fact I think he takes more and he's so friendly I guess that's why everybody in the neighborhood goes there oh I guess that is why that's a pretty good guess Mrs Hampton a large part of Jim's business is built around his personality he really puts out and it pays off fill it up with power x Mrs Snyder yes please here's another steady customer Henry's wife remember Henry likes the service at this station but what brings her back and what's she looking at hmm here's the clue a clean well-kept place just like she keeps her home women especially notice these things cleanliness helps get them in the first time and keeps them coming back they seldom tell you about it but they observe they notice everything outside and inside if occasion prompts them to step inside the station to use the phone examine merchandise on display or merely wait for their cars in a recent survey made by the Chicago Tribune it was found that cleanliness is by far the most positive attraction women especially prefer clean orderly retail establishments it's a good point to keep in mind if you want their continued business as steady customers [Music] One-Stop service what's it mean to the public I'll tell you when I shop I want to get everything possible in one stop me I hate to shop or I can get in one place the better the supermarkets led the way with the drug department stores keeping pace now everybody wants One-Stop service even for their cars and why not if one stop service builds business and keeps customers why not give them what they want do you have complete lube service car wash and polish tire and Tube service Battery Service spark plug and minor ignition cooling system shock absorber Brake and Muffler minor tune-up work fuel pump replacement wheel balancing if during the life of just one of your customers cars you sold all of these services think of the profit that would go with it just one of your study customers the more One-Stop Services you have the more gasoline and oil you sell and gasoline is your biggest source of Revenue by far I want to get everything possible in one stop I hate this shop or I can get in one place the better it's what the dealer does that makes them loyal most people said they liked the service like the attention they get the little things they appreciate so much things that any dealer can do but another great big reason is they like the dealer himself the friendly competent dealer who shows an interest in his customer and the customer's car is the one they come back to the clean well-kept station is the one that attracts people in the first place and holds the Mercedes especially women things you do to make it convenient for a motorist to get all of his car needs taken care of at your One-Stop station all these things that you do little things any dealer can do make steady loyal customers these are the things that sell more gasoline foreign [Music]