with the building up of a great sales organization and the training of some 3,000 salesmen, which would have been necessary, in view of the comparatively small margin of jobber profit which would be saved. The good will which had been built up for its trade-mark and goods through national advertising was considered ample protection against any upset of sales work which occasionally comes to the firm that does not handle its own sales.

Sales were increasing, and there was every indication that they would continue to do sobut the company was looking for

an

accelerator, something with which the jobbers' men could buck that deadening reply, on attempting to open a new account:

"No, I buy Blank's oils. They give me as good deliveries and prices as you can, and I've never had a complaint on them. Why should I switch my business just to please you?"

Some product of more appeal than just plain good oil and grease, was necessary on which to open business relations with the dealer.

THE GENESIS OF THE SPECIALTY DE

PARTMENT

The company turned to the expedient of putting up grease in tubes from which the car owner who had some regard for the condition of his hands could squeeze it into the transmission and gear cases, and the grease cups.

And so, just about a year ago, a sausage-filling machine was purchased to fill the first experimental tubes, and shortly after, with the development of proper machinery, the Crew Levick Greasein-Tubes made its appearance on the market. From this beginning the company has built up a specialty department, designed principally as an aid in opening new accounts for oil and gasoline, but which has developed so rapidly and profitably on its own account, that to-day its specialties have wandered far afield from their oil relations, and are bounded only by their application to the automobile, as, for instance, "Frac

tors," for headlights, ordinary cloths in convenient packages, and of convenient size for wiping the automobile and the hands of its owner, anti-skid chains, and so forth.

The putting out of products dissociated from petroleum products in all save their applicability to the automobile was not at first part of the plan, but it was a natural development from entering the field of motorcar supplies, specialties and accessories, when entrance to that field had shown its ease and possibilities of cultivation in connection with the regular business of the company.

The introduction of Grease-InTubes was made easier by the advertising which the company had done previously, both the new product and the advertising itself benefiting, the latter by the increased attention value of copy and illustration of the "Lincoln Highway Kit," comprising tubes for the grease cups, tubes for spring grease, and tubes with the proper grade of grease for the gears. Care was taken in the preparation of all this copy, which showed the action of applying the grease to the various parts of the automobile, to link the specialty with the company's fifty-five years in business, and the standard of its goods that are sold in bulk.

About nine months ago the company added to its specialty department "Mistokleen," a liquid used to clean the automobile by spraying it on, and then wiping off the surfaces. With this was featured the "Mistokloths" as "soft, scratchless, and ready cut, to make cleaning and polishing easier and better."

Following this there was added to the line a tire seal, for the quick and easy and effective plugging of punctures without the removal of the tire from the wheel. This was a product, says Louis Tissot, the advertising manager, which it took a good bit of courage to put out, for a number of preparations to be poured into tubes to stop punctures had been put on the market which did not give unalloyed satisfaction, and

there had been developed among automobile Owners a prejudice against them. The company, however, did not hesitate to back this new line with its trade-mark, reputation and advertising, after tests which convinced it the product was "right."

The advertising policy adopted by the company since the establishment of this specialty department is that of hooking up all its products for the automobile, staples and specialties, in every advertisement, with emphasis on some one of the specialties, the latter being chosen according to timeliness. Mistokleen, for instance, is advertised to the .dealer in the early spring, and quite heavily to the owner in the late spring, in anticipation of dusty summer riding. Unit chains, according to present plans, will be advertised more heavily this fall, in preparation for slippery winter conditions -that is, if a large enough production can be arranged.

At

present, says Mr. Tissot, the company is being pushed very hard to take care of its orders on this specialty.

As an indication of what these specialties are doing in driving in the wedge of sales relationship with new dealers, the purpose for which they were originally adopted by the company, Mr. Tissot says:

"We have, for instance, opened through jobbers approximately 800 new accounts in the last few months for Fractors. This means dealers to whom they had never been able to sell any of our products before. And our experience makes us confident that sooner or later we are going to sell our staple oils and greases to at least fifty per cent of these.

"There are many angles to the specialties which make them easier to introduce than the staples. despite the fact that we have vigorous competition on nearly all of them. For one thing their virtues are the kind which are ap

parent to the layman on inspection, where the quality of oil would be apparent to the chemist only on analysis, and to the layman only after having taken what he might consider a chance on

using a product new to him.

"An effective method is for the salesman to go first to a garage, and by the demonstration of his specialties, get a number of orders from car owners, then equipped with these walk in and 'hit the dealer between the eyes,' turning the orders right over to him. Then we have the dealer as our friend. It does not matter so much if he does not buy a quantity of oil right away. We have established ourselves with him, and there is a point of contact which sooner or later the salesman will expand. Finally, with the dealer's orders, we go to the jobber and gain his friendship and business by turning them over to him.

"We have, in the one year our specialty department has been running, obtained distribution through more than 1,000 jobbers on our various lines. We are feeling the acceleration in staple sales heavily, but regard this as only a beginning, and a sample of what is to come."

Speeches in Movies Advertise War

Through four-minute speeches ́during the intermissions at motion pic ture theatres, the "Four Minute Men." a division of the Committee on Public Information at Washington, is endeavoring to give to the public authoritative information which is deemed necessary to the formation of sound judg ment on matters relating to the war the Government sees them.

as

Five thousand volunteer speakers have been enrolled in the organization as "Four Minute Men.' They are delivering addresses in the motion picture theatres of eight hundred cities and are represented in forty-two states. There are many important places, however, where the work is not yet established.

The organization is now preparing a series of speakers' bulletins, the object of which is to give speech material which thousands of speakers can, if they choose, say over again as their own. The director of the "Four Minute Men" is Wm. McCormick Blair.

Do not cast curses on the head

of the Hard Nut. He probably does not believe in switching too often. Like a wise merchant, once he chooses to market a brand he sticks to it. He is a good local representative to have, and should you entice him into the fold, it will be just as difficult for the other fellow to lure him away.

A manufacturer of kitchen utensils discovered that his salesmen were skipping the Hard Nuts. It was too easy to land the average dealer, and those who had not previously carried similar lines. But when the salesmen called on a Hard Nut and received two or three abrupt turndowns, they packed their grips and silently departed to fields afresh and pastures new. They followed that well-known route known as the line of least resist

ance.

Nevertheless, it was imperative to land the Hard Nuts. Otherwise the manufacturer's distribution would not be representative of the better type of merchant. Customers and prospects would associate his line with the secondraters. So a somewhat novel plan was adopted. The sales manager selected twelve HardNut towns in each territory, and told his men that during the winter buying season they were not to bother very much about the ordinary prospect, but concentrate their efforts upon these chosen few. He called them "The Devil's Dozen," got up a catchy contest, and put lots of spirit and enthusiasm into the campaign.

Few

the market possibilities. merchants really appreciate their business opportunities right at home. They are always willing to listen to someone who comes with a vital message that does not bear the taint of selfishness. When the representatives came around the next time with some real marketing facts the merchants were glad to spend some extra time with them.

SUGGESTIONS FOR INCREASING SALES
THAT DEALERS LIKE

There are lots of interesting statistics going to waste which if interpreted in the proper manner can be transformed into vital selling arguments. This manufacturer, for instance, made a trade survey of the Devil's Dozen, securing his data from the commercial organizations (a list of which can be obtained from the Government on payment of fifteen cents), town c'erks, mayors, and newspapers. The information naturally related specifically to the market possibilities for his product, but as a suggestion to others who may find the experience of this manufacturer valuable, I am giving a list of some general facts which can be obtained from almost any town above 10,000 population.

Geographical location
Area

Trading radius

Weather bureau statistics
Educational institutions

Financial institutions

Bank deposits

Bank clearings

Miles of paved streets

Number of homes constructed
Percentage of foreign element
Taxation

Birth and death rate

Labor conditions

Churches, clubs, amusements, etc.

One of the purposes of these commercial clubs is to help develop their communities, and they welcome the opportunity to give you any information that may indirectly benefit their city's commerce or industry. Very interest

ing facts may also be obtained from the United States Census. From this collection of data some valuable conclusions and selling arguments can be presented in such manner to show the merchant why he should carry a bigger stock or how his selling proposition should be adjusted better to the needs of his community, etc. They can show why your particular brand of merchandise is best fitted for local conditions.

The other day I was talking with a friend of mine regarding trade investigations. "Oh," he said, "they look very pretty on paper, but that's about all. I've got a whole drawer full of research dope, but never use it. There seems to be an epidemic of investigations just now."

It is in just such cases as appealing to your most obstinate Hard Nut prospects that this information can be used to the greatest advantage. It not only shows a merchant the neglected details in his town, but unconsciously impresses him with the fact that if you know so much more about local conditions you must also be sure that your merchandise is suited for the demands of the populace.

A salesman often gets into the habit of calling on a merchant in the conventional way whether it is in the middle of the merchant's rush hour or not. This should never be done with Hard Nuts. When the merchant is too busy and asks you to call later, the value of the first impression is lost. Far better to make a definite appointment and invite him to the hotel where a clever sales demonstration can be staged.

A prominent paint and varnish manufacturer developed what he calls his "White Hope Trunk." This is too cumbersome for the average representative to carry with him, but is used in landing special trade. In it are neatly arranged trays containing actual samples of advertising features, as well as raw materials used in the manufacture of paint and varnish, such as white lead, samples of

flaxseed, linseed oil, varnish gums, colors, etc. In this manner the salesman is able to trace the manufacture of his product from the crude beginning to the finished article. Liquid samples are also included, with brushes, etc., for comparative tests. A moving-picture film takes the dealer in behind the scenes at the factory. In the sales demonstration everything is arranged in logical and dramatic sequence. A blackboard or chart is used in which local conditions are emphasized and the application of the manufacturer's business plans to the merchant's every-day needs emphasized in forceful way.

Before the day set for the sales demonstration two or three salesmen round up the painters and perhaps conduct a miniature convention for the purpose of getting the painters favorable to the manufacturer's line. When the merchant chats over it with his painter customers they will give it a boost. At the same time a canvass is made of the property owners, home builders, etc., and actual orders solicited at retail prices, so that when the merchant is comfortably seated at the room in the hotel the sales manager can flash real business under his nose and explain that in the event of the merchant tying up with the line he will be credited with the difference between wholesale and retail prices. Actual magazine inquiries -not mere lists of names-from the town are used in similar man

ner.

Selling the Hard Nut prospect is chiefly a matter of concentration. Because he is a tough customer he is worth having, and his sales will probably warrant what additional expense is involved in making a survey of trade conditions and staging a more or less elaborate demonstration. But in the end you will find it decidedly profitable, for if you figure the time and energy lost in vain effort when presenting the usual commonplace proposition it will more than counterbalance the additional expense of staging something more spectacular.