Radio broadcast .. (1922-30)

Record Details:

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WHAT MADE THIS DEALER SUCCEED? By EDGAR H. FELIX JAM CONVINCED that neither salesman nor serviceman can handle adequately more than one line of radio receivers. Since beginning business we have sold but one line of sets—a line that reaches into all price classes—and for this set we carry a very extensive line of cabinets. We understand these sets not only in general terms but technically as well. With but one line I can unhesitatingly proclaim that it is the best receiver available on the market. It is impossible to meet the demand for every set the cus- tomer is likely to ask for, and I see no objection to concentrat- ing on a single line which will meet the needs of the customer regardless of his financial position. Also, my orders are placed through jobbers from whom I get excellent service, for they appreciate the volume of business which I give them. From a sales standpoint this policy of concentration has been entirely successful," says a radio dealer who, several years ago started in business as a custom sets b uilder, then to become the owner of a single radio store, and at present operating a chain of eighteen radio stores in a half dozen large cities, " The handling of but a single line of receivers is one of the cardinal principles on which the success of my business has been built." Other Basic Principles We might as well call the central figure of this story Smith. That is not his name. While Smith spoke freely from his ex- perience, he was unwilling to have his name used. The first paragraph described one of the principles on which Smith has built a successful business. But it is only one princi- ple. Ever since his business was started Smith has kept his ear close to the ground and displayed an ability to meet changing conditions quickly. Smith has never used local newspaper advertising exten- sively. His original store was located in a small city within commuting distance of New York City and he knew it would be suicidal to try and meet the cut-price competition of the city stores. For this reason he considered it inadvisable to use the conventional advertising. To create sales he has relied mainly on two things; a careful study of store arrangement and window display and very extensive direct-mail efforts paving the way for house-to-house canvassing. Window Displays Utmost simplicity and dignity have always been observed in the window dressing—the windows are never crowded with innumerable items. The loud speakers over the store are the best obtainable and are always operated with the utmost attention and care to avoid blasting or any other kind of dis- tortion. Successful direct-mail selling is not an easy job—but Smith, after many trials, has worked it out to the point where it is responsible for a large part of his sales. In this connection it is interesting to note that for his direct-mail efforts he has gen- erally relied on the material offered by the manufacturer of the line which he handles. His most effective direct-mail efforts have always consisted of a rapid-fire series of letters and circular matter extending over a period of about two weeks— many of the mailings being only two days apart I Timed im- mediately to follow the receipt of the last piece of mailing, a personal call is made by one of the Smith salesmen. This 16 • NOVEMBER 1929