WEBVTT Kind: captions; Language: en 00:00:08.000 --> 00:00:13.000 Many people fish with a single hook and line. By this method, however, they can 00:00:13.000 --> 00:00:15.000 only catch one at a time. 00:00:16.000 --> 00:00:20.001 Long ago, commercial fishermen learned to locate whole schools of fish, drop a 00:00:20.001 --> 00:00:23.001 net around them, and draw them in by the thousands. 00:00:24.000 --> 00:00:30.000 The mass method is the profitable one. Many farmers use a single plow. It is 00:00:30.000 --> 00:00:32.001 effective when you have only a small acreage to till. 00:00:33.001 --> 00:00:38.001 Farmers with thousands of acres to cultivate use great gang plows to turn 00:00:38.001 --> 00:00:40.000 many furrows at one time. 00:00:40.001 --> 00:00:45.000 In modern agriculture, machine methods are used through the whole cycle of 00:00:45.000 --> 00:00:48.001 farming. Mass farming is economical farming. 00:00:49.001 --> 00:00:55.000 In the early days of the automobile business, making a car was a slow, laborious, 00:00:55.000 --> 00:00:58.001 and expensive job, one car at a time. 00:00:59.000 --> 00:01:04.000 But today, with modern production methods, we make thousands of cars in the time 00:01:04.000 --> 00:01:05.001 formerly required to make one. 00:01:06.000 --> 00:01:11.000 Using the great principle of standardization, which has made possible mass 00:01:11.000 --> 00:01:17.000 manufacturing, direct mass selling has taken those parts of a sale which are the 00:01:17.000 --> 00:01:22.001 same for every prospect, and is handling them on a mass production basis. 00:01:23.000 --> 00:01:29.001 Direct mass selling is as practical as mass fishing, as logical as mass 00:01:29.001 --> 00:01:34.000 plowing. It is doing for retail selling what mass production 00:01:34.000 --> 00:01:36.000 has done for manufacturing. 00:01:37.000 --> 00:01:42.000 Thousands of shoppers wanting thousands of things, and many manufacturers 00:01:42.000 --> 00:01:45.000 competing with each other to satisfy them. 00:01:46.001 --> 00:01:50.001 Manufacturers depend on advertising to make an impression on this market. 00:01:51.001 --> 00:01:55.000 And on retail outlets with salesmen to sell the goods. 00:01:56.001 --> 00:01:59.001 All manufacturers have the advantage of both these methods. 00:02:00.000 --> 00:02:05.001 But retail salesmen cannot reach all prospects with a full explanation and 00:02:05.001 --> 00:02:07.001 understanding of the features of a product. 00:02:08.000 --> 00:02:12.001 All automobile manufacturers have advertising. All manufacturers have retail 00:02:12.001 --> 00:02:15.000 outlets. And all have salesmen. 00:02:15.000 --> 00:02:19.000 And this is the job we were asking our retail salesmen to do. 00:02:19.001 --> 00:02:25.001 We expected him to sell every prospect, the Chevrolet institution, emergency 00:02:25.001 --> 00:02:32.000 performance, engineering features, manufacturing efficiency, durability and 00:02:32.000 --> 00:02:39.000 dependability, economy, appraisal, price, appearance, ordinary 00:02:39.000 --> 00:02:41.001 performance, and close the deal. 00:02:42.000 --> 00:02:46.001 Certainly we were asking our salesmen to do more than any salesmen 00:02:46.001 --> 00:02:48.000 could be expected to do. 00:02:48.001 --> 00:02:53.001 But remember, there are some of these things only the salesmen can handle. 00:02:54.001 --> 00:02:59.001 Every good salesman is qualified to meet and handle any question on appearance. 00:03:00.001 --> 00:03:06.000 He is in the best position to demonstrate the car's ordinary performance, and 00:03:06.000 --> 00:03:11.000 only the salesman can handle price, appraisal, and close the deal. 00:03:12.000 --> 00:03:17.001 But we must help the salesman to handle all these other elements, because any one 00:03:17.001 --> 00:03:21.000 of them may be the determining factor in the sale. 00:03:22.000 --> 00:03:26.001 We can and do help him with advertising, the most powerful 00:03:26.001 --> 00:03:28.000 advertising in the industry. 00:03:29.000 --> 00:03:34.000 But competitors advertise too, with clever phrases that cloud the real issues, 00:03:34.000 --> 00:03:38.001 and with claims our advertising cannot handle nor effectively disprove. 00:03:38.001 --> 00:03:44.000 And the best of salesmen can reach and do all of this selling work with only 00:03:44.000 --> 00:03:45.001 a limited number of people. 00:03:45.001 --> 00:03:52.000 That was the situation in the automobile business until March 11, 1935. 00:03:53.000 --> 00:03:57.000 On that date, we introduced direct mass selling. 00:03:58.000 --> 00:04:03.000 With this new method, we are bridging the gap between advertising and retail 00:04:03.000 --> 00:04:08.001 selling, beginning where advertising leaves off and continuing to where the 00:04:08.001 --> 00:04:10.001 salesman can and will go on. 00:04:11.001 --> 00:04:16.000 With direct mass selling, we are going into the dealer's community and reaching 00:04:16.000 --> 00:04:21.000 the young people of America, in the high schools and universities, who have so 00:04:21.000 --> 00:04:24.000 much influence in deciding what car the family will buy. 00:04:24.001 --> 00:04:29.000 We are going into the organized group and all classes of club meetings, and 00:04:29.000 --> 00:04:32.001 reaching the influential business and professional men who have 00:04:32.001 --> 00:04:34.001 the money to buy our merchandise. 00:04:34.001 --> 00:04:39.001 We are going into the great factories, mills, and industrial organizations, and 00:04:39.001 --> 00:04:44.000 reaching thousands of men and women on their payrolls, presenting a strong 00:04:44.000 --> 00:04:48.001 selling message, which is winning the esteem and goodwill of industrial America. 00:04:49.000 --> 00:04:53.001 We are going into the community theaters and selected areas, reaching entire 00:04:53.001 --> 00:04:57.001 families in the dealer's community with entertaining pictures that give them an 00:04:57.001 --> 00:05:01.001 educational selling on exclusive Chevrolet engineering features. 00:05:02.001 --> 00:05:07.001 This completes the circle of community influences built up about the dealership 00:05:07.001 --> 00:05:12.001 through our selling work done in the dealer's neighborhood schools, selling work 00:05:12.001 --> 00:05:17.000 done among the employees of the industrial organizations, selling work done in 00:05:17.000 --> 00:05:19.000 the family showings at the community theaters. 00:05:19.001 --> 00:05:24.001 All of these factors, working together, are building up influences in the 00:05:24.001 --> 00:05:29.000 community, which no dealer can create for himself, bringing complete and 00:05:29.000 --> 00:05:34.000 convincing selling presentations direct to buyers and to those who 00:05:34.000 --> 00:05:35.001 influence buying decisions. 00:05:35.001 --> 00:05:41.000 Now here is the way direct mass selling actually works. We have gone under the 00:05:41.000 --> 00:05:46.000 hood and into the heart of the engine to sell the hidden values which are 00:05:46.000 --> 00:05:51.001 responsible for the superior performance of Chevrolet, so that the engine can 00:05:51.001 --> 00:05:53.001 develop its full power. 00:05:53.001 --> 00:06:00.000 And another thing, with the hot burn gases going out near the spark plug, that 00:06:00.000 --> 00:06:04.001 portion of the combustion chamber gets hotter than the rest. So when fresh gas 00:06:04.001 --> 00:06:09.001 comes in, it is quickly heated and ignites the instant the spark plug fires. 00:06:10.001 --> 00:06:16.000 We have reached into the car and pulled out knee action, throwing it upon a 00:06:16.000 --> 00:06:22.000 screen 12 feet high, where everybody can see it, understand exactly how it works, 00:06:22.001 --> 00:06:24.001 and why it is such a great improvement. 00:06:25.001 --> 00:06:30.001 Now that the front springs are made just as soft as those in the rear, they don't 00:06:30.001 --> 00:06:35.001 have anything to do except make the road smooth and the 00:06:35.001 --> 00:06:37.001 passengers comfortable. 00:06:38.001 --> 00:06:44.000 We have gone down under the car and uncovered Chevrolet's perfected hydraulic 00:06:44.000 --> 00:06:48.001 brakes and made plain and understandable just what they mean 00:06:48.001 --> 00:06:50.000 in safety to the driver. 00:06:50.001 --> 00:06:54.000 We get rid of more heat, and the more heat we can get rid 00:06:54.000 --> 00:06:55.001 of, the better the brake. 00:06:57.000 --> 00:07:02.001 We have taken the audience into parts of the car where they never could go, and 00:07:02.001 --> 00:07:07.000 have shown them Chevrolet's greater advances in engineering design. 00:07:08.000 --> 00:07:14.000 Mass selling has told the story of Chevrolet's extra values and is selling those 00:07:14.000 --> 00:07:19.001 things the salesman cannot be expected to sell to millions of buyers and those 00:07:19.001 --> 00:07:21.000 who influence buying decisions. 00:07:21.001 --> 00:07:26.000 Mass selling has told the Chevrolet story with newsreels. 00:07:27.000 --> 00:07:33.000 Water from hundreds of wells operated by sturdy automobile engines, pumping 1,200 00:07:33.000 --> 00:07:36.001 gallons of water every minute, day and night, would never stop it. 00:07:37.000 --> 00:07:40.000 Without efficient shovels like this and sturdy trucks to carry away the rock, 00:07:40.001 --> 00:07:43.001 many more years would be required to complete the building program. 00:07:44.000 --> 00:07:47.001 And that makes this automobile the only one in existence 00:07:47.001 --> 00:07:49.000 with a double turret top. 00:07:49.000 --> 00:07:51.000 With institutionals. 00:08:29.000 --> 00:08:35.000 And with thrilling, dramatic demonstrations of spectacular emergency performance. 00:08:47.000 --> 00:08:52.000 Right now, while we sit in this meeting, mass selling using all the spectacular 00:08:52.000 --> 00:08:57.001 resources of sound pictures and animated cartoons in color is helping to sell 00:08:57.001 --> 00:09:01.000 great masses of people in the way they like to be sold.