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Many people fish with a
single hook and line.

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By this method however they can only
catch one at a time long ago commercial

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fishermen learn to locate homeschools
a fig drop a net around them

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and draw them in by the follows the mast
method is the profitable one many farmers

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use a single cloth.

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It is effective

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when you have only a small acreage to
tilt farmers with thousands of acres to

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cultivate use great gang plow was to
turn many furrows at one time in modern

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agriculture. Machine methods are used
through the whole cycle of farming.

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Mass farming is economical farming in the
early days of the automobile business

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making a car was a slow laborious and
expensive job one car at a time.

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But today with modern production methods
we make follows in the cars and the time.

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Formerly required to make one using the
great principle of standardization which

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has made possible mass manufacturing direct
mass selling has taken those parts of

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the sales which are the
same for every prospect

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and is handling them on a mass production
basis direct mass selling is as practical

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as mass fishing as logical as mass blowing
it is doing for retail selling what

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mass production has done for manufacturing
thousands of shoppers wanting

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thousands of things

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and many manufacturers competing
with each other to satisfy them.

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Manufacturers depend on advertising
to make an impression on this market

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and on retail outlets with
salesmen to sell the goods.

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All manufacturers have the
advantage of both these methods.

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But retail salesman cannot reach all
prospects with a full explanation

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and understanding of the features of a
product all automobile manufacturers have

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advertising all manufacturers have
retail outlets and all have a salesman.

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And this is the job we were asking our
retail salesman to do we expected him to

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sell every prospect

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that Chevrolet Institute emergency performance
engineering features manufacturing

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efficiency durable as he and
dependability economy appraisal.

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Price appearance ordinary
performance and close the deal.

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Certainly we were asking our salesman
to do more than any salesman could be

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expected to do

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but remember there are some of these
things only the salesman can handle.

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Every good salesman is qualified to meet

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and handle any question on appearance he
is in the best position to demonstrate the

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car's ordinary performance and the only
the salesman can handle price appraisal

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and close the deal.

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But we must help the salesman to handle all
these other elements because any one of

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them may be that he terminating
factor in the sales.

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We can

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and do help him with advertising the most
powerful advertising in the industry

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but competitors advertise too with
clever phrases that flow the real issues

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and with claims our advertising cannot
handle nor effectively disprove.

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And the best of salesman can read Gen
do all of this selling work with only a

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limited number of people

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that was the situation in the automobile
business until March eleven nineteen

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thirty five on

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that date we introduced direct mass
selling with this new method. We are.

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Bridging the gap between advertising

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and retail selling beginning
where advertising leaves off

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and continuing to where the salesman can

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and will go on with direct mass selling
we are going into the dealers community

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and reaching the young people
of America in the high schools

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and universities who have so much influence
in deciding what car the family will

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buy we are going into the organized
groups and all classes of club meetings

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and reaching the influential business

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and professional men who have the
money to buy our merchandise.

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We are going into the great factories
mills and industrial organizations

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and reaching thousands of men

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and women on their payrolls presenting a
strong selling message which is winning

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the esteem

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and goodwill of industrial America we are
going into the community theaters in

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selected areas reaching entire families

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and the dealers community
with entertaining pictures

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that give them an educational selling on
exclusives Chevrolet engineering features

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This completes the circle of community
influences build up about the dealership

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through our selling work done in the dealers
neighborhood schools selling work done

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among the employees of the industrial
organizations selling work done in the family

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showings at the community theaters.

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All of these factors working together are
building up influences in the community

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which no dealer can create for
himself bringing complete

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and convincing selling
presentations direct to buyers

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and to those who influence
buying decisions.

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Now here is the way direct
mass selling actually works.

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We have gone under the hood

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and into the heart of the engine to sell
the hidden values which are responsible

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for this a period
performance of Chevrolet so

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that the engines can
develop its full power

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and another thing with the heart burn
gas is going out there the spark plug.

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Portion of the combustion chamber
gets hotter than the red sole

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when fresh gas calms him.

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It is quickly heated and ignite
the instant the spark plug fires.

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We have reached into the car
and pulled out knee action.

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Throwing it upon a scream twelve
feet high where everybody can see

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and understand exactly how it works and
why it is such a great improvement.

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Now

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that the front springs are made just the
soft as those of the rear they don't have

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anything to do except make the road smooth

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and the passengers comfortable.

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We have gone down under the car

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and done covered Chevrolets perfected
I'd call it brakes and made plain

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and understandable. Just what they
mean in safety to the driver.

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We get rid of more heat and the more heat
we can get rid of the better the brakes.

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We have taken the audience into parts
of the car where they never could go

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and have shown them a Chevrolet is
greater advances in engineering design.

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Mass selling has told the story
of Chevrolet's extra value

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and is selling those things.

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The salesman cannot be expected
to sell to millions of buyers

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and those who influenced by the.

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Mass selling as told the Chevrolet story
was newsreels water from hundreds of wells

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operated by thirty automobile engines
something twelve hundred gallons of water

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every minute day and night

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but never stopped without the present just
like the sturdy trucks to carry away the

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rock many more years would be required
to complete the building program and

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that makes this automobiles the only one
in existence with a double turret with

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institutional.

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And with thrilling dramatic demonstrations
of spectacular emergency performance.

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Right now while we sit in this meeting
mass selling using all the spectacular

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resources of sound pictures

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and animated cartoons in color is helping
to sell great masses of people in the way

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they like to be so.