OCR Text |
Show ELABORATION WASTED Off TRUCK BUYERS Purchasers Demand Advantages Advan-tages Explained Without Verbal Trimmings. It is perhaps not entirely clear to the layman why an oily-tonsued salesman who has smashed into atomic globules all record3 in "putting over" pleasure cars will fail woefully when it comes to landing land-ing the name on the dotLed line for an order for a motor truck. Nor is it wholly obvious why the chap who has persuaded hundreds of icy-hearted bosses to "tie the can to Dobbin" and substitute motor trucks Isn't, as a rule, able to sell passenger vehicles. C. N. Carruthers, manager of the Inter-Mountain Inter-Mountain Motor Car company, local Kis-selKar Kis-selKar distributors, explains It on the theory that it takes an entirely different temperament to successfully present the points of the pleasure car and the points of the truck. "The passenger car salesman," said Carruthers, "must illustrate his arguments argu-ments with the enthusiasm of an artist. He must he able to exploit beauty, comfort com-fort and refinement in glowing colors, to appeal to pride, to arouse the spirit of leisure and pleasure. "On the other hand," be continued, "the truck salesman must deal with cold facts and statistics and present them briefly. The sa me business man who will listen to the honeyed superlatives of the passenger passen-ger car salesman demands that the advantages ad-vantages of the truck be explained to hirn without verbal trimmings. "I have never as yet found a passenger car salesman who could sell trucks until he had first given up his first line, devoted de-voted himself to a close study of the other and reformed his sales methods entirely." |