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174 RADIO BROADCAST
This is a highly refined vacuum tube transmitter circuit, such as is used for instructional and experimental purposes in colleges and laboratories. Completely wired, as this set is, it would be a valuable asset for any dealer, helping him to
sell units
Stock, which could be substituted for them. For instance, a dealer may handle four or five different types of telegraph keys or microphones, but only one of them appears in the assembly. Unless his list of parts includes the various types he has for sale, he is failing to take advantage of a good opportunity.
A short time ago, the following incident was brought to the attention of a salesman traveling through the South for a large corporation.
In one of the Southern States a man who ran a very flourishing electrical supply business, saw that radio was expanding very rapidly and decided to carry a line of radio equipment. He made rather extensive purchases which included not only small parts but complete transmitting and receiving outfits.
After the stock had remained on his shelves for some little while without showing any tendency to move, this dealer decided that it was a liability and took the necessary steps, as he thought, to wash his hands of it. He made one cut after another in the retail price, but his stock still remained.
In the meantime a competitor loomed up on the horizon in the form of an electrical dealer whose business was rather small and located almost directly across the street. This small dealer merely put in a few radio parts, but spent his evenings at a local radio school and attended the meetings of the local radio club religiously.
It was nut long before he was able to talk
radio from the amateur's own viewpoint because he had become an enthusiastic amateur himself.
From his contact with the radio amateurs this man was able so to direct his purchases that a very limited investment followed by a rapid turn-over resulted in a rapid building up of a business which to-day is very substantial.
This story was told to the traveling salesman after he had observed an incident which must have been' duplicated many times before by these two stores. A customer came into the store of the first dealer we have mentioned, desiring to purchase a certain unit which carried not only a designating name but a trade name. This particular unit is referred to by the experienced amateur by its trade name alone. The dealer advised this prospective customer that his stock of this class of equipment was exhausted, but he failed to take into account that a similar device made by a different manufacturer was to be found in rather large quantities upon his shelves. It happened that the salesman was in the store at the time and the incident interested him so much that he followed this customer to the competing store across the street. Here the same request was made and here, this dealer too, was compelled to advise this prospective customer that his stock of this type of unit was exhausted. However he did not fail to mention that he had another type which would serve the purpose just as well, if not better. Naturally the sale was made and the customer was