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MEET A MAN WE WORK FOR !
Chances are you thought it was the other way around. But this man — symbolic of 25,000 Esso Dealers — doesn't work for us. In fact, the shoe is on the other foot !
Actually he's our customer — a very important customer ... an independent businessman who buys Esso products from us and resells them to you at his Esso Station. He chose the Esso Sign for a very definite reason. He believes that our products — together with our reputation and our methods of doing business — give him the best possible chance for personal success.
The records bear out the wisdom of his choice. Over 990 dealers have been with us 30 years or
more. Another 3,021 have served you at the Esso Sign for over 20 years; still another 4,385 for more than 10 years. They could have sold another brand at any time, but they like the way we operate and the way you prefer the everimproving products we supply — such as our new Golden Esso Extra.
So next time you stop in at an Esso Dealer's, look at him in a new light. He's doing an important job and he's doing it well. He's making his own way in a highly competitive business. And though we're dedicated to helping him in that business all we can, please remember this— your Esso Dealer may wear an Esso uniform . . . but he's in business for himself.
WHAT'S BEHIND THIS SUCCESSFUL RELATIONSHIP?
Because it might be of general interest, we highlight here some of the principles, unchanged throughout the years, under which we do business with the men who sell you our products:
• The motoring public is best served by the distribution of petroleum products through service stations operated by independent merchants.
• Our customers, the Esso Dealers, are free to run their businesses as they see fit.
• We do not enter into exclusive dealing contracts on gasoline, oil, tires, batteries or accessories. We try to sell our Esso Dealers on stocking and merchandising our Esso and Atlas products because we feel it is to our mutual advantage that they do so.
• Esso leadership, through research, is assurance to our dealers that we will continue to supply them with the best in product quality.
• We know it is good business and, therefore, urge our dealers to maintain clean and attractive looking stations and to provide prompt and courteous service, because experience and consumer research have proved that these attract more customers.
• When we have the opportunity to deal with someone who has demonstrated his ability as a good merchandiser, we do so in preference to one who is neglectful of his business.
• Twenty percent of Esso Dealer outlets are owned by doctors, lawyers, widows, estates, legislators, educational institutions, and people in just about every walk of life. These we lease and, in turn, sublease to dealers. Seventy percent are either owned by the dealer himself or leased by him from others.
• We consult with representative groups of our dealers on new merchandising programs and dealer problems in order to obtain the benefit of their opinions and comments.
• We and our dealers are dependent upon each other for success. For this reason, we must work together in every possible way.
ESSO STANDARD OIL COMPANY
This message appeared recently in newspapers in major cities in the area served by Esso Dealers