A Word to Dealers

Who Are Not Selling Gasoline Engines


| May/June 2002



Monitor engines Ad

Another ad from the July 28, 1910 issue of Farm Implement News, this time for Monitor engines.

The following article originally appeared in the July 28, 1910 issue of Farm Implement News. While few of us have to deal with the issues discussed in the following article, it's interesting to read as it gives us an opportunity to understand just how important the engines we now collect were to the everyday life of merchants and farmers in the early part of the 20th century. Enjoy.

Most of the dealers whose letters have appeared in the recent issues of Farm Implement News report that they are handling gasoline engines, and many of them say that the business is satisfactory in every way. In some cases dealers report buying engines in carload lots. The minority is large, however, and if these reports reflect the situation throughout the country, there is a wide field of prospective engine trade that ought to be cultivated.

The dealer who thoughtfully considers the gasoline engine subject cannot avoid the conclusion that every farmer who has not already bought a gasoline engine is a prospective buyer. As he goes deeper into the subject he sees that nearly every farmer who buys one is a sale prospect for the second. When the great possibilities of this motive power on the farm are but partially realized he is ready to agree with the manufacturers that the time is coming when the equipment of the average farm will include two or three gasoline engines of different sizes.

'The farmers here are not interested in the gasoline engine,' says one dealer. There is a latent interest in gasoline engines in every farmer. It must be developed by the dealer. The most effective way is to buy a sample engine, learn how to run it and give practical demonstrations. The less one knows about the gasoline engine the more he is attracted and interested by a demonstration, and if he happens to be a farmer he instantly recognizes the value of such a motor to him. You cannot interest him with a catalog if he has never seen a gasoline engine at work.

It is true of all classes of labor-saving farm machinery and apparatus that one sale begets others in the same community. This is especially true of the gasoline engine. Place an engine in the hands of a good, reliable farmer, one who is highly regarded by his neighbors, and you take a long stride toward an established trade in this line. This has been the experience of many dealers who at first were skeptical about the engine business and who for a time fought shy of it.

Because no gasoline engines have been sold to farmers in your community is no reason why you should refuse to take up the sale. Do you intend to wait until the direct sellers and mail-order concerns have skimmed the cream of the trade? The fact that no engines have been sold in your section is the best reason why you should 'start something' in this line. It means that you have a rich, but hitherto uncultivated field. It insures sales. Do not deceive yourself with the thought that there is no demand for engines in your trade. If there is no demand you may rest assured that all the material and conditions necessary for the creation of a large demand are present in every farming community.