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Show HONESTY POLICY DF GOOD SALESMANSHIP C. N. Carruthers Explains Secret of Successful Selling Sell-ing of Cars. "The most successful salesmen are those who appreciate, without being told, that candor serves better than cant; that honesty is not only 'the best policy, but the only policy; that a product prod-uct profitably sold must be so sold that it stavs sold," said C. N. Carruthers, KissellCar distributor yesterday. . "For 'getting away with it' is no longer popular business lore, " continued Mr. Carruthers. "'Making good' has taken its place, and the keen-sighted manufacturer or dealer who directs his practice with that objective in view meets unvaryingly with successful results. re-sults. "To govern their salesmen automobile automo-bile manufacturers who merchandise upon sound principles lay down certain rules to insure, as far as they may, factful representations regarding their product. They strive to present as good a value as they can and to sell it for just what it is. "In advertising Ihe same ideals I should abide. Statements of clear and terse truth, pleasant and courteous truth whether spoken or printed should be employed. "The advertiser who expresses himself him-self with the frankness, brevity and individuality in-dividuality of a virile, square and sincere sin-cere business man has, to my mind, the right idea of a winning advertising campaign. cam-paign. "In other words, advertising is copy built upon exactly the same fundamentals funda-mentals as scrupulous personal salesmanship. sales-manship. I "A motor car is an important in-I in-I vestment. The initial cost is probably more than that of any other private purchase that the average man is likely to assume save that of a home. Therefore There-fore the fullest responsibility rests upon the maker and his agent to present pre-sent the merits of his offer clearly and franklv with no unjustfied promises no deliberate evasions." |