The rush to the gold fields of California in 1849 and the resulting
settlement of the far western country made Chicago even more central
than it had been before. But, although the advertisements of the
McCormick reaper were scattered everywhere, many farmers would put off
buying until the harvesting season had almost come, and when it was
too late to get the machines from the central factory. Therefore
McCormick had agents and built warehouses in every farming district,
and these agents were given a free rein in their own locality, their
instructions being to see that every farmer who needed a reaper was
given the easiest opportunity to get one. The price was a fixed one,
but McCormick was patient with the purchasers. He gave them a chance
to pay for the reapers with the proceeds of their harvests. He held
that it was better that he should wait for the money than that the
farmers should lack the machines that would enable them to make the
most of their fields of grain. “I have never yet sued a farmer for the
price of a reaper,” he stated in 1848, and he held to that policy as
steadfastly as he could. As a result he soon gained the farmers’
confidence, and his name became identified with square, and even with
lenient, dealing with all classes of purchasers. He lost little by it,
and in the long run the wide-spread advertising of this policy of
business proved an invaluable asset.
It is not to be supposed that no rival reapers were put upon the
market. Many were, and to meet some of these McCormick made use of
what became known as the Field Test. He would instruct his agents to
issue invitations to his rivals to meet him in competition. Then the
different makes of reapers would show how many acres of grain they
could cut in an afternoon before an audience of the neighboring
farmers. Judges were appointed to decide as to the merits of the
different machines, and in most of the tests McCormick’s reaper
outdistanced all its rivals. In one such meeting it is said that forty
machines competed. Such shows were the best possible form of
advertising, but in time they degenerated into absurd performances.
Trick machines of unwieldy strength were built secretly, and reapers
were driven into growths of young trees, and were fastened together
and then pulled apart to prove which was the stronger. At last it was
realized that the field tests were no longer fair, and McCormick gave
them up.
Public-domain text, read in full here on John Shaqi.
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