Radio broadcast .. (1922-30)

Record Details:

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.RADIO BROADCAST. The Universal Radio Company's store at the husy corner of Juniper anrl Arch Streets, Philadelphia. Pa. The large show room in the Universal store where sev- eral makes of radio receivers are attractively displayed. the truck would call for the set in the morning unless she de- cided in the meantime. " Well, for the salesman to lose his head in this manner was the best possible way to get the prospect to do the same thing. As a result she called on the phone, to tell us we didn't need to wait until morning to get the set. I immediately went out to see her myself, apologized for the salesman's action, restored the missing tube and, by the time the other dealer arrived, I was leaving with the contract signed. It is often very easy to come to an understanding from a misunderstanding such as this, and that is exactly what had happened. But that is not the point. The important problem was what to do with the offending salesman. "He had not been with us long and my natural inclination was to let him go. However, I had thought the man had possi- bilities when I hired him and still thought so. Good salesmen are not easy to get and if one has good in liim, I have found it worth while to try and bring it out. "Accordingly, I called the fellow into my office and had a heart-to-heart talk with him. I told him there were two things he would have to do. First, he was to go to that lady and apologize and, second, he was to keep a better grip on his temper. In the third place, I told him he was going to get the commission, for, even though he had not really made the sale, he had done most of the work. "The plan worked. The salesman felt he was as good as 'fired' when I called him into the office, but he was ready and willing to make good if he were given another chance. Within the next couple of days, he sold two expensive sets and to-day he is one of the best salesmen on our staff." Careful Sales Supervision Despite its central city location, the Universal Radio Com- pany would not be so successful to-day were it not for sales- manship and sales supervision of a high order. As a single in- stance of this may be taken the answer to the old query: "What does a salesman do when he isn't selling?" At the Universal Radio Company, there is no time when the salesman is not directly engaged in trying to make a sale. Salesmen are paid for their ability in that direction. Other jobs are left to other men. Mr. Moore's sales staff consists of five carefully selected men. Only one is to be found on the floor at any time during the day. The rest are kept busily en- gaged calling on their own prospects as well as those whose names are furnished by the firm. If there is a sudden rush of business at the store, Mr. Moore "pinch hits" and additional recruits can be had from the service department as needed. This arrangement has proved particularly helpful in connec- tion with the manager's ideas on using up-to-date methods for selling radio. By a little tactful handling, the names and addresses of all people who visit the store are obtained. Then, if an interested party does not come back within a reasonable time, the sales- man who met him does not delay. Out he goes to visit the pros- pect at his home — and frequently he comes back with the latter's request for a home demonstration. Many leads are obtained by the company as a result of its advertising as well as the activities of servicemen who are al- most as adept at searching out prospects as they are at fixing balky outfits. These are allotted among the salesmen who are required to report on each visit. Naturally these leads do not result in as many sales proportionately as the prospect list of those who have already visited the store. But such selling has proved well worth while. Incidentally, no "cold-turkey" canvassing is done. Salesmen Sell Entertainment Save in a few instances, where customers are technically inclined, Universal Radio Company salesmen do not sell radio. They sell entertainment. A salesman is required to know something about radio and also to be able to talk in the proper vernacular to the dyed-in-the- wool radio enthusiast. More important, however, is the fact that he is urged to keep abreast of all important broadcasts. The Universal Radio Company is owned by the operators of radio station WCAU, situated on the top floor of the same building, and for this reason, perhaps, those at its head are keenly aware of the importance of broadcasting in promoting the sale of radio. "Our salesmen talk entertainment," says Mr. Moore, "and they try to find what sort of entertainment particularly in- terests the prospect in question. Once this is discovered, they take advantage of it by referring to broadcasts of note along that line and by demonstrating programs of that kind when- ever possible." Every Universal salesman is carefully instructed to sell radio for just what it is— no more, no less. No claims that can- not be substantiated upon demonstration are made for sets. Prospects are led tactfully but surely to realize that no radio is perfect — but that a good radio in the home offers a mighty interesting box seat at the vast Theatre of the W'orld. They are (Concluded on page 124) DECEMBER 1929