Educational screen & audio-visual guide (c1956-1971])

WHY AN AV DEALER? (The following is a copy of a letter that was written by an audio-visual dealer to a school superintendent. The reason for the letter was this: The school system had bought audio-visual equipment from the audio-visual dealer. A local camera store owner objected strenuously to members of the Board of Education. Mrs. Walsh, the audio-visual dealer, wrote the following letter to help the Superintendent explain to his Board the advantages in dealing with an a-v dealer.) Dear Dr. Superintendent: It's something of a challenge to explain the status of an audio-visual dealer and how he serves the educational program. It is a privilege, too, and one that I appreciate. Basically and simply, we're educational salesmen. We're not concerned with the mass consumer — the amateur who buys over the counter. Rather our total efforts are directed toward the educational field — in school, church, business and industry. As the needs of the school differ greatly from those of the amateur hobbyist, so do the qualifications and functions of the audio-visual dealer differ from those of tiie more common retail store merchant. First of all, the a-v dealer comes to you. Our salesmen travel thousands of miles each year, calling upon schools, demonstrating equipment and previewing materials. Frequently they call on a school several times and make several demonstrations before a single unit is sold. Second, the a-v dealer ktiouis the school's problems and special requirements. He is a specialist. He knows the intricacies of the school budget and is prepared, for instance, to plan delivery of equipment and materials in coordination with budget and dates. He helps train teachers and pupils in the operation and care of equipment. He participates in PTA meetings and in audio-visual workshops for teachers. He works with school personnel during his school visits and at county and state teacher meetings, and at various educational conventions. Third, the audio-visual dealer keeps abreast of current dei'elopments in the whole audio-visual field. He maintains membership in such organizations as the Educational Salesmen of the State, and the State Audio-Visual Council. He belongs to the national trade association, the National Audio-Visual Association. He reads their bulletins and newsletters and attends their conferences. He reads professional magazines such as Educational Screen. He has taken courses at the National Institute for Audio -Visual Selling conducted each summer at Indiana University under N.'^V.\ sponsorship. i»MIM<i«H!>iHa««M»,«,<j,a,H,^^^.^^^ •"Wrt.^. ■^T^fecf darkening of any size mHowi y FORSE DARKENING SHADES & DRAPERIES Made of finest fabrics Custom-made, any size Complete, ready for installation • Guaranteed for ten years Used by schools everywhere Draperies in decorative colors FRCe Fabric Samples; Complete Information; Price Schedules , , , Write for "Shade" or "Drapery" Literature OR BOTH. ^^fele MANUFACTURING COMPANY 2349 SULLIVAN AVE. ST. LOUIS 7, MISSOURI Fourth, the a-v dealer sells specially designed equipment and is concerned with its performance after it is sold. Much of the a-v equipment we sell has been specially designed and manufactured for use in the educational field. This equipment is rugged and built to withstand hard usage. It is easy to operate and maintain. But when service is needed, we have our own complete service and repair department. It is staffed with two fulltime repairmen, stocked with hundreds of replacement parts, and equipped with modern electronic and mechanical testing and servicing devices. Our servicemen are capable of not only competently installing and repairing equipment, but also of providing technical data and assistance for special installations. They also are available as technical advisors to school architects and contractors. The a-v dealer is often the only source for the special models of a-v equipment that he sells. He sells the schools the equipment that will best serve their needs. He makes sure the equipment is in perfect running condition when it is delivered. He backs up the manufacturers guarantee, and is always ready to provide maintenance service when it is needed. .\ctually. Dr. Superintendent, we a-v dealers are in business because there seems to be a need for our kind of specialized selling and service. We come to you in many ways, and try to bring our knowledge and training with us for your benefit. For our benefit, too! We have to sell the audio-visual ecjuipment we stock, demonstrate, and service — and at a profit — if we're to continue to serve you and stay in the audio-visual business. It's a little bit ironic that we audiovisual specialists concerned with the tools for communicating information, sometimes fail to connnunicate effectively when communication is most needed. I hope that through this letter I have succeeded, at least in part, in explaining the role of the audio-visual dealer and the important part he plays in developing and maintaining a school's audi;)-visual instructional program. Very truly )ours, Ruth B. Walsh, President J.AMES E. DUNCAN, Inc. Rochester, New York Note: Editor Paul Reed speaks out in proud defense of all A-V dealers, everywhere, in his ititeresting editorial on page 530. Don't miss this! 522 EdScreen & AV Guide — Novennber, 1957