The talking machine world (Jan-June 1928)

The Talking Machine World, New York, March, 1928 11 Specialization Will Build Sales Volume (Continued from page 8) higher per unit — better salesmanship is required. A man thinking constantly in figures of around two hundred dollars has a difficult time jumping his thoughts up to a thousand dollars or more. Such a figure naturally seems frightfully large to him, and he shrinks from suggesting such a high-priced instrument to a customer. It is much easier to follow the beaten path and talk the lower-priced unit, and customers, as a rule, are always anxious to believe that they can get what they want for less money than they anticipated paying. "Specializing" is merely another word for "habit." A man can get into the habit of talking any typt or price of instrument, but it is naturally harder to get into the habit of talking higher-priced units than lower-priced units. It is naturally harder to talk against popular opinion than with it. That is why I say it takes a little "heavier" salesman to sell the new type phonographs and combinations. Now I don't mean to be foolish and pass up any radio deals — a $200 radio sale to-day is worth more than a $1,000 combination prospect for next week, but I do believe that many a two-hundred-dollar deal is consummated where, with a little phonograph specialization and salesmanship, a $1,000 combination deal could have been made instead. There is no question but that a great deal more business and profits are lost to the dealer through the lack of ability on the part of a salesman to sell the phonograph idea than ever will be lost by overselling a prospect who can't afford the higher-priced instrument, and who puts off buying anything because he won't be satisfied with anything less than the better instrument. Many a customer is mildly interested in a combination only to ultimately purchase a straight radio, simply because he was not sold on the "music from records" idea strong enough to make him see the wisdom of the extra investment. We have found by experience that by concentrating sales effort on the phonograph; by selling the record idea we are often able to sell a straight phonograph at, say, $600 or $700, whereas the customer might otherwise purchase only a $200 or $300 radio. These customers will buy a radio as well, but had we sold them a radio in the beginning possibly we would never be able to sell the phonograph, even later. Just think that over. Another good way to increase phonograph business is to endeavor to demonstrate the new type of phonograph whenever possible to every customer who purchases a straight radio — or who comes in to see a straight radio — this to be done, of course, after the radio man has either closed the radio deal or finished his demonstration. Of course, you do not want it to appear to the prospect that you are going to try to sell him something, do it as if you merely wanted him to hear it and were only being courteous. The higher-priced electric phonographs and combinations — those in the straight phonograph running in price from $600 up and in the combination from $1,150 up — is where the greatest volume and the greatest profits should come from. Do not overlook the lower-priced instruments, straight or in combinations, but build your sales efforts around the higher-priced units particularly, and the volume will come in I he lower-priced units as well. But the rule does not work both ways, for sales effort concentrated on lower-priced units will not bring the higher-priced unit sales. The whole future of the phonograph business lies in our ability to sell the record idea. I have said before that every music dealer should have two separate organizations, one specializing in phonographs and the other in radio. If, however, you do not wish to disturb your present radio organization, organize a complete new force of phonograph specialists from new men. By all means do nothing that you think may cut down your radio volume — let's make the most of this wonderful new product that has been given us — but let's also get the phonograph volume in addition to the radio volume — let's do two or three dollars' worth of business where we are now doing one. Profits From the Sale of Portables (Continued from page 4) Here is a remarkable feature of the portable business done by this store last year. In many cases records to the amount of $100 were sold to the customer at the time of the purchase of a $25 or $50 instrument. In numerous other instances the record sale topped the $50 mark. Never less than an even dozen records, the carrying capacity of the instrument, are sold with a machine. Another item that has swelled the income from the popularity of portables has been a fairly strong demand for extra record carrying cases. The foregoing concretely illustrates one side of the market for portable phonographs. What is true of this concern is equally true on a smaller scale in every other community. Each city and town has its well-to-do people, its resorts, Summer homes, etc. Another angle of this phase of the talking machine business is that this large number of instruments was moved to the consumers without any special effort at sales promotion. The New Rochelle concern occasionally devotes a whole window to portable display, but that is all. And a similar story could be told of many other dealers. Distributors' orders calling for carload shipments, and then in a short time repeating the order shows how quickly the portables are being routed into the homes of consumers. That these orders are not confined to any one part of the country but come from all sections shows the scope of the demand. These are facts. If you are a retailer think about them and then get busy on sales of portables. If you need cash here is one way of getting it quickly. The portable business is the kind that may be considered ideal, because it supplements the sale of the larger instruments, because it aids the sales of records, needles, carrying cases, and because it brings in cash. H. C. Goodrich With United Radio Corp. Appointed District Representative in Middle West for United Radio Corp., Maker of Peerless Reproducers To keep pace with the rapidly increasing number of its customers, the United Radio Corp., of Rochester, N. Y., maker of Peerless H. C. Goodrich reproducers, has announced the appointment of H. C. Goodrich, formerly field representative for the King Manufacturing Corp., as district representative in the Middle West, covering the States of Michigan, Ohio, Indiana and Iowa. Milton C. Bickford, also of the Peerless sales staff, will be the district representative for the South Atlantic States. These men will work with wholesalers and retailers, assisting them in increasing their sales and merchandising radio. With these increases in its executive sales force, the United Radio Corp., maker of Peerless reproducers, plans to do its share to increase the volume of business in 1928. The formal opening of the M. P. Scott new store at 205 Water street, Augusta, Me., was held recently. A complete line of EdTsonic phonographs and, records and well known makes of radio receivers is carried. You Take Pride in Your Quality But— What About That Shipping Case ? You have spared no expense or effort to make your goods the finest of their kind that the market affords. You do this from pride and for the business reason of making them so attractive to your customers that they will buy and continue to buy. BUT — what about that important first impression on the buyer when he opens your shipping case? We Take Pride in Our Quality Birch and Maple plywood cases with Spruce cleats carry your product to destination with complete protection. There is no weaving, all rough handling shocks are absorbed, and the smooth one piece panels protect your goods from chafing, dust and moisture. And in addition there is neatness in appearance and a distinct saving in weight. Our excellent timber resources, new machinery equipment throughout and 18 years' experience in the manufacture of plywood cases enable us to produce a container of outstanding quality. And these quality cases cost no more. A trial car will convince you. Northern JfcMaitie PlvwoodJ«Co, Statler Building Boston, Mass.