Many people fish with a single hook and line.
By this method however they can only catch one at a time long ago commercial
fishermen learn to locate homeschools a fig drop a net around them
and draw them in by the follows the mast method is the profitable one many farmers
use a single cloth.
It is effective
when you have only a small acreage to tilt farmers with thousands of acres to
cultivate use great gang plow was to turn many furrows at one time in modern
agriculture. Machine methods are used through the whole cycle of farming.
Mass farming is economical farming in the early days of the automobile business
making a car was a slow laborious and expensive job one car at a time.
But today with modern production methods we make follows in the cars and the time.
Formerly required to make one using the great principle of standardization which
has made possible mass manufacturing direct mass selling has taken those parts of
the sales which are the same for every prospect
and is handling them on a mass production basis direct mass selling is as practical
as mass fishing as logical as mass blowing it is doing for retail selling what
mass production has done for manufacturing thousands of shoppers wanting
thousands of things
and many manufacturers competing with each other to satisfy them.
Manufacturers depend on advertising to make an impression on this market
and on retail outlets with salesmen to sell the goods.
All manufacturers have the advantage of both these methods.
But retail salesman cannot reach all prospects with a full explanation
and understanding of the features of a product all automobile manufacturers have
advertising all manufacturers have retail outlets and all have a salesman.
And this is the job we were asking our retail salesman to do we expected him to
sell every prospect
that Chevrolet Institute emergency performance engineering features manufacturing
efficiency durable as he and dependability economy appraisal.
Price appearance ordinary performance and close the deal.
Certainly we were asking our salesman to do more than any salesman could be
expected to do
but remember there are some of these things only the salesman can handle.
Every good salesman is qualified to meet
and handle any question on appearance he is in the best position to demonstrate the
car's ordinary performance and the only the salesman can handle price appraisal
and close the deal.
But we must help the salesman to handle all these other elements because any one of
them may be that he terminating factor in the sales.
We can
and do help him with advertising the most powerful advertising in the industry
but competitors advertise too with clever phrases that flow the real issues
and with claims our advertising cannot handle nor effectively disprove.
And the best of salesman can read Gen do all of this selling work with only a
limited number of people
that was the situation in the automobile business until March eleven nineteen
thirty five on
that date we introduced direct mass selling with this new method. We are.
Bridging the gap between advertising
and retail selling beginning where advertising leaves off
and continuing to where the salesman can
and will go on with direct mass selling we are going into the dealers community
and reaching the young people of America in the high schools
and universities who have so much influence in deciding what car the family will
buy we are going into the organized groups and all classes of club meetings
and reaching the influential business
and professional men who have the money to buy our merchandise.
We are going into the great factories mills and industrial organizations
and reaching thousands of men
and women on their payrolls presenting a strong selling message which is winning
the esteem
and goodwill of industrial America we are going into the community theaters in
selected areas reaching entire families
and the dealers community with entertaining pictures
that give them an educational selling on exclusives Chevrolet engineering features
This completes the circle of community influences build up about the dealership
through our selling work done in the dealers neighborhood schools selling work done
among the employees of the industrial organizations selling work done in the family
showings at the community theaters.
All of these factors working together are building up influences in the community
which no dealer can create for himself bringing complete
and convincing selling presentations direct to buyers
and to those who influence buying decisions.
Now here is the way direct mass selling actually works.
We have gone under the hood
and into the heart of the engine to sell the hidden values which are responsible
for this a period performance of Chevrolet so
that the engines can develop its full power
and another thing with the heart burn gas is going out there the spark plug.
Portion of the combustion chamber gets hotter than the red sole
when fresh gas calms him.
It is quickly heated and ignite the instant the spark plug fires.
We have reached into the car and pulled out knee action.
Throwing it upon a scream twelve feet high where everybody can see
and understand exactly how it works and why it is such a great improvement.
Now
that the front springs are made just the soft as those of the rear they don't have
anything to do except make the road smooth
and the passengers comfortable.
We have gone down under the car
and done covered Chevrolets perfected I'd call it brakes and made plain
and understandable. Just what they mean in safety to the driver.
We get rid of more heat and the more heat we can get rid of the better the brakes.
We have taken the audience into parts of the car where they never could go
and have shown them a Chevrolet is greater advances in engineering design.
Mass selling has told the story of Chevrolet's extra value
and is selling those things.
The salesman cannot be expected to sell to millions of buyers
and those who influenced by the.
Mass selling as told the Chevrolet story was newsreels water from hundreds of wells
operated by thirty automobile engines something twelve hundred gallons of water
every minute day and night
but never stopped without the present just like the sturdy trucks to carry away the
rock many more years would be required to complete the building program and
that makes this automobiles the only one in existence with a double turret with
institutional.
And with thrilling dramatic demonstrations of spectacular emergency performance.
Right now while we sit in this meeting mass selling using all the spectacular
resources of sound pictures
and animated cartoons in color is helping to sell great masses of people in the way
they like to be so.