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The Agent Question. Up-to-date Advertising.
By "The Extractor."
In last week's issue, considerable space was given up to the questiGn of motor agents and their relation to the commercial-vehicle industry. This has led to many conversations with manufacturers, and it has brought home once more the tremendous difference that exists between the distribution of pleasure cars and that of industrial motors.
It has been perhaps sufficiently made clear that up to recently the regular motor agent has been conspicuously apathetic over the possible openings for mechanical traction. He has probably been fully occupied ; in any case he has entirely missed one great opportunity which might have proved a golden one. Meanwhile wholesale stores, railway companies, municipal corporations and the like have become accustomed to deal direct with the manufacturers, and the chances are very slight of any alteration in this. But after all this can only affect those who have already established branches, and who have made the acquaintance of the large buyers. The newcomers into the business, and those who are well established but without a host of representatives or depots should be able to find solid agents in the chief centres of the country, A case came under my notice of this very nature. One highly reputable concern desired to conclude an agency in a large city 200 miles
from its base. These negotiations eventually collapsed, because the agent found the competition in his town from the depots too keen. Also he found that in some special cases discounts were being quoted which would swallow up his agency commission.. 1 have made some inquiries in this particular instance, and am convinced that this agent has simply dropped on an exceptional case, and that his margin of profit taken all round would be ample. I can find that, although competition is of the keenest nature. manufacturers are holding Out for their proper prices, but if there is an order for a half-dozen vehicles or so, it is only natural some advantage will be given. From what I can judge, however, the makers would in exceptional cases meet the agent. He can certainly afford to do something, as he has no depot expenses to main
tain. Much, of course, depends upon the personality, the knowledge and the standing of the local agent. He must make himself acquainted with the problems of commercial motoring. He must approach his potential customers with intimate knowledge as to the comparative costs of horse upkeep and that of commercial motors, of the advantage of quicker, longer journeys and the thousand other things. He can obtain this knowledge by personal inquiry, and he can supplement it most effectively by a constant and diligent study of the contents of this journal. I ask for indulgence for delivering a lecture which may perhaps be tedious but looking somewhat ahead, I think I can perceive numberless new vehicles placed on the market, for which selling agents will be required, and it behoves the live motor agent to be equipped.
Early to bed— And early to rise. Work like And—advertise.
But if you are well off, then ; Late to bed— And late to rise. Do no work And—criticise.
It is often expressed to me by readers that in a new business such as, the motor business, the advertisement oolumns are scanned almost, if not quite, as eagerly as the reading matter, although it may be a shock to the editorial staff to be told this. Anyhow although the word advertise will surely be found one day engraven on my heart, I do not often refer to the subject on this page, partly to give an important section of our readers a well-earned rest, and partly that a change of subject is not had for myself.