May 1, 1921 THE INDIA RUBBER WORLD 51 



Just Smile 



Complained a young tire dealer to an established clothing 

 merchant: 



"My competitor up the street is selling cheap tires. What 

 ought I to do?" 



Said the clothing merchant: 



"Smile! Your competitor eventually will put himself out 

 of business. 



"It used to be," continued the clothing merchant, "that the 

 cheap fellow in the clothing business worried the rest of us 

 not a little. But we found after while that the folks he fooled 

 the first time came to us the second. We actually discovered 

 that the cheap dealer was our trade builder. 



"So now whenever a cheap store starts down the street 

 we just smile. And we keep on handling standard goods. 

 And advertising, and giving decent service. 



"My friend, don't lose a minute s sleep over your cheap 

 tire competitor. Keep the confidence of your customers while 

 he is losing the confidence of his. Build up your reputation 

 while his is going to pieces. 



"You are in business to make a name for yourself, and 

 establish a future. The thing you want most of all is confi- 

 dence of the public. The thing you can aSord least of all to 

 do is to suSer that confidence to be shaken. 



"Handle goods you have confidence in, regardless of price. 

 For what will it profit you to take your customer's money 

 today and lose the customer himself tomorrow. Let your 

 cheap-tire competitor fool the public by day and fly by night. 

 And whenever you hear of his seeming success — Just smile." 



The b. F. Goodrich Rubber Company, Akron, Ohio 



Goodrich Tires 



"Best in the Long Run" 



silvertown cord and fabric for passenger cars 

 de luxe solid and cord for motor trucks 

 fabric and cord for motorcycles and bicycles 



