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The New Zealand Railways Magazine, Volume 6, Issue 3 (August 1, 1931)

Selling Railway Transport

Selling Railway Transport.

Railways all over the world realise that, in order to secure new business and retain existing traffic, it is just as necessary for them to exert untiring zeal and persuasive effort as it is, say, for the dealer in soap, motor cars or patent medicines, to embark upon ambitious selling campaigns. Transport is a commodity which railways have to sell in face of keen competition. To dispose of transport to the best advantage, therefore, railways must devote much attention to the training of their staffs in traffic canvassing, public relations, and the many varied arts that go to make a successful salesman and a satisfied patron.

It is somewhat singular to find, even nowadays, that some of the largest railways in the world conduct the most elaborate educational campaigns for the benefit of their employees in such subjects as traffic operation, signalling, accountancy, railway law, and so on, leaving quite untouched the most important topic of salesmanship. This is an omission that is being rapidly righted, and in Europe educational campaigns devoted to the subject of railway salesmanship are being inaugurated on several leading systems.

Since its formation from the old London and South Western, South Eastern and Chatham, and London, Brighton and South Coast Railways, the Southern Railway of England has shown itself one of the world's most progressive transportation concerns; and this go-ahead line has now entirely reorganised the selling side of its activities. Not long ago, the whole of the operating and commercial business of the Southern was placed under the supervision of one chief officer, styled a Traffic Manager, thereby enabling the railway to give more attractive service to its patrons and to secure a much more intimate contact with commercial leaders and the general public.

Following this move, the canvassing and development departments of the Southern Railways have been completely overhauled to meet present-day requirements. The system served by the line has been divided into a number of convenient areas, in each of which a staff of specially-trained traffic canvassers are responsible for securing new business and retaining existing connections on both the passenger and goods sides. In the words of a leading Southern official, the intention is that “in time the traffic canvassers will come to be regarded as railway advisers to the trading public, and will be able to help them in all phases of their rail, road and sea transport problems as they page 43 arise.” In each area, monthly conferences attended by all the area canvassers are being held, to discuss topics of general interest; while twice annually London conferences will be held, attended by all canvassers throughout the system. At the London conferences the divisional traffic canvassers will be brought into contact with officials at Headquarters, and enabled to voice freely their opinions on rates and fares, train services, and so on.
Cosy Pullman Cars Attract The Traveller. Interior of one of the new Southampton-London Pullman cars on the Southern Railway, England.

Cosy Pullman Cars Attract The Traveller.
Interior of one of the new Southampton-London Pullman cars on the Southern Railway, England.

They will also on these occasions be in a position to exchange experiences with each other. At the “all line” London conferences the heads of the passenger and freight, fares and rates sections will attend, in addition to operating men. Great freedom of action is being given the newly appointed Southern traffic canvassers, and altogether it would seem that the new salesmanship plan of the line will result in a much closer intimacy and friendship between the railway and its patrons, to the mutual benefit of each.