Modern Tire Dealer

MAR 2019

Magazine for the professional tire industry

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Page 49 of 77

M T D M a r c h 2 0 1 9 48 No Lost Motion Here No time was lost in getting the goods on hand to back up the sign. Truckloads were dumped on the sidewalk and carried inside and piled up without any particular system, the racks not having arrived. e thing was to get ready for the motorists who wanted to save that 40 per cent. ey kept piling the tires up until there were $18,000 worth, and about $2,000 worth of tubes, and then, about six weeks ago, the yellow doors were thrown open and the motorists were invited to come on in and get the tire that is true to its name. Mrs. Love says they came to such effect that in less than six weeks the store sold $10,000 worth of tires. Mrs. Love has the distinction of being the only woman tire agency manager in St. Louis and the only tire agency manager of any sex who has perceived the efficacy of yellow paint and spread it on to the limit. For six years Mrs. Love has been opening Wilson company branches and she has opened each one by making it look like a puddle of yellow paint. She has caught the eyes of four cities that way and plans to catch the eyes of more cities. It chanced that Mrs. Love was a neighbor of James W. McIlvaine, president of the Wilson company, who thought she would make a tire woman and backed his judgment by sending her to Minneapolis to open the company's first tire branch. With yellow paint and the elimination of the middlemen's profit, she made it go, and from there she went to Chicago and gave that town the yellow paint treatment, which was good for the town and good for the Wilson company. From there she went to Kansas City with her Wearwell yellow paint and her Wearwell Tires. And now she's showing the Missourians! And she likes St. Louis so well that she is going to stay there. She will be the permanent manager of the St. Louis branch, but that does not means that she will not go here and there from time to time and put yellow spots on the map. She spent part of last winter in Washington and Virginia, with yellow paint and Wearwell tires in mind, and it will not be long, probably, before there will be an agency in Washington or Richmond or both. And Oklahoma looks good for next winter, with great numbers of California tourists taking the Southern route. at was how Mrs. Love got into the tire business, and she likes it so well that she expects to stay in always. She likes it, she says, because it is connected with automobiles and she likes automobiles. And as a selling proposition it is just one article and she is able to offer it at bargain factory prices. It may not be generally known, but a woman likes to sell bargains as well as buy them. Mrs. Love gets no end of enjoyment out of her tire bargains. She reaches the users, aside from the yellow paint and the 40 per cent sign, by newspaper advertisements on a modest scale, and by circularizing every automobile owner in her territory. ose circulars, which give the prices of the different treads and the tubes, bring her a big lot of business, she says. All that the customer has to do is to fill out a blank form and send it to her. He gets the tire back by express or parcel post, C.O.D. Most of the buyers never see the tire until they take it out of the post office or the express office, but Mrs. Love says they never send it back and ask for their money. Circulars Her Ammunition Since she opened the St. Louis branch she has been circularizing Mis- souri, Southern Illinois and Arkansas, and the results are pouring in. e yellow store is two blocks from Locust street, which is the automobile street and the tire street, but Mrs. Love doesn't care to be crowded. She thinks her yellow paint has a better chance at a corner like Twelh and Chestnut. And rents are cheaper. And one is not bothered by "lookers," who go from store to store. As for the tire business as a career for women, Mrs. Love says it is all right for some women. Some, in this case, she says, means a whole lot. Meaning that it is a good business for the women who are adapted to it. ere is nothing disagreeable about it. Most of her customers are men, and she has found that they like bargains as well as women. She has found it pleasant competing with men and has always received every courtesy from her male competitors and feels that she holds her own with them, and so all is well at the place of the yellow paint. Mrs. Love has with her Ralph and Carl McIlvaine, sons of the president of the company, who are in training to take charge of yellow-front branches, and Mrs. A. M. Pears, who was in the hotel business at Madison, Wis., until Mrs. Love persuaded her to go into tires. is is the Wearwell branch conducted by Mrs. Love at Twelh and Chestnut Streets, St. Louis. e store front and side wall are painted in a screaming yellow that cannot be overlooked by the occupants of the many cars that pass this busy corner daily.

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