She doubted her own machine because of the unconvincing test.
It was only a short time ago that in one of the trade papers dealing with household equipment there appeared an editorial endorsement, and an exceedingly strong one at that, of a certain dealer display which had attracted great crowds on both sidewalk and street before the dealer's window. The crowd had been drawn by the display of a number of different washing machines grouped around a central machine which was absorbing the "limelight." It had a swinging wringer and the wringer was revolving at so rapid a rate it became plain that any woman who stepped in the way of that particular type of wringer was doomed to a severe blow if not a fall. The idea of the dealer in using such a display was of the "stop-look-listen" variety, and he obtained all he could desire of this variety of interest. But he had not safeguarded the interest of any washing machine in his window. For women have a certain reluctance toward machinery in motion and he failed to reckon with them as the purchasers of his washing machines. Would she buy one in order to use the swinging wringer as an obvious menace to herself and to her household? No.
Undoubtedly if there was a prospective woman purchaser in that group in front of the window she left to become one of the hundreds of women who still are asking themselves the question "is a washing machine safe?"
It is not difficult to see how quickly this particular kind of demonstration becomes a boomerang to the manufacturer. It is as true of every type of spectacular appeal. The time has surely come to discontinue all such practices and to sell appliances: because they will do the work more quickly, more easily, or more cheaply, because they are so built that they will prove durable, and therefore, a satisfactory investment; and finally, because they are the only logical solution of comfortable, well-ordered present day family life.
WHAT THE PURCHASER LOOKS FOR
It has been amply proved that women are not especially interested in fine points of design unless that interest is implanted by competitive statements of the salesmen. They are not especially interested in form or color or detail, but they are supremely interested in dealer assurance that the machine is solidly built; that it will accomplish the work; and that its purchase will save them money, time or labor, perhaps all three. Let the appliance itself impress them with the strength of the materials used, the cleanness of its design and the perfection of work performed, and the sale is made.
COST IS CONSIDERED
The question of cost considered only from the woman's standpoint of expenditure is more difficult to discuss. In the case of small equipment priced under or around twenty dollars it is easy to make large sales upon the time or labor-saving qualities the devices may have. But repeat sales are affected by the quality of construction and materials used.
In all higher priced equipment the question of strength and quality seems uppermost in her mind, but a difference in price between two makes or two models of same manufacture, often results in the sale of the higher priced, because she has enjoyed the opportunity of discrimination.
