The talking machine world (July-Dec 1924)

December 15, 1924 THE TALKING MACHINE WORLD 19 How Persistent Folio w-Up Creates Sales One Last Call Is Often the Turning Point Between Failure and Success in Closing a Sale — Practical Examples of Persistence Dropping a prospect from the list without making a determined effort to make a sale is simply throwing away a sales opportunity, according to one of the most successful salesmen in the Eastern talking machine retail trade. "I follow up the prospect until there can be no room for doubt that there is absolutely no chance for making a sale," said this salesman, "and then I make a few more calls for luck. Several times in the last year those last few calls have brought results and my persistence has increased my sales volume in a surprising manner. A Case in Point "I closed a deal three weeks ago which was the culmination of more than six months' effort. A lady had visited the store to look over several models which we were featuring in some rather extensive advertising at that time. She was particularly pleased with a console and declared that she would undoubtedly purchase that instrument, but first she desired to talk over the matter with her mother with whom she was in business. That was on Saturday and she stated that she would let me know on Monday. She didn't do it, however, and so I took the initiative by calling her on the telephone. Well, she still wanted the instrument but she declared that she was so rushed in business that she did not have the time to come in and close the deal. She also objected to having one of our men visit her place of business for the purpose of completing the contract. I called her on the telephone, either at her business or at home, three times each week, finally making only two calls. I did not make personal calls because I realized that this would antagonize the prospect. This continued for six months and I was just about giving up hope when the lady dropped into the store and declared her intention of purchasing the instrument. Now, I do not doubt that if I had not kept after this prospect she would have become interested in another machine through advertisements of other dealers or she might have visited a neighborhood store to make her purchase. Follow-up did the trick." Persistence and Comparison Win Another retailer relates an experience which proves that sometimes all the talk in the world makes the follow-up ineffective until just the right note is struck or unless something is hit . upon which will convince the prospect that the machine he is trying to sell is the best one for the purpose. Did you ever bump into a prospect who was thoroughly sold on an instrument other than the make you handled? That is what this retailer had to face. The prospect, when told that this concern did not handle the make of talking machine she wanted, declared that she had only visited the store because she thought they carried them and she pointed out that she was not interested in any other make because her mother and sister-in-law both owned the type of machine she had in mind, both instruments being very satisfactory. Although the salesman did his best, the prospect walked out. If the salesman had given up hope another sale would have been lost, but after the lady had left the store he considered the matter from every angle, finally hitting upon a plan which he thought would result in a sale. He had taken care to secure the name and address of the prospect and he reached her home before she did. Everything hinged on whether she had already made her purchase. When she reached her home she found the salesman waiting for her and in answer to his inquiry she declared that she had not selected the machine she wanted. "That's fine," said the salesman, "because I want to put a proposition to you. I am firmly convinced that if you purchase one of my machines you will have the best that money can buy. So sure of it am I that I am willing to go to the expense of arranging a demonstration of one of my talking machines with one of a similar type of the make you desired. After all, the test of a machine is its reproducing qualities and with a side-by-side demonstration you can tell which is best from that standpoint." The prospect agreed to this proposal and the demonstration was staged in the home of her mother, the salesman bringing one of the stock machines to the house for the purpose. The result was that the prospect was finally convinced that the salesman was right and she purchased one of his machines. Twofold Follow-up Another live sales manager has what he calls a twofold follow-up. This consists simply of personal follow-up of prospects at regular intervals and direct-mail follow up. The two combined make a strong combination, one which this manager has found particularly effective in creating business. Before this system was adopted many sales were lost because no methodical attempt was made to keep after prospects, and often when a salesman did call he was informed that an instrument had been purchased from a competing house. ^MwAUDIOPHONE see ornci LOUD, — ' SPEAKER This Cabinet Model "C" is the latest Audiophone. It was made to satisfy the evergrowing wish of thousands of admirers of the full, round, musical voice of our Model "S" horn type. It is selling as rapidly as we can produce it, and we urge you to order early so as to have it on hand for the peak of the radio season. Model Cabinet Type, $30 The case is real mahogany. The design is in keeping with the best furnishings. The size, 17 x 10 x 10%, is just right for the top of phonograph or receiving set. The reproducer is the same as our Model "S." The voice of the Audiophone is not a "Phone Unit," but an electro-magnetic tone reproducer which results in an instrument which reproduces with natural quality in most powerful tones, yet has a sensitiveness equal to any loud speaker developed. Retails at $30.00. The Bristol line includes five Audiophones to retail from $12.50 to $30.00. THE BRISTOL COMPANY Waterbury, Conn.