Radio Broadcast (May 1929-Apr 1930)

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How They Boost Sales for a New York Dealer PICK-UPS— A WORTH-WHILE ACCESSORY \ HE MARKET for phonograph pick-up units is incr ea sing. Radio dealers every wh ere are finding that this accessory is helping them toward greater profits. Shops handling only radio sets have found that carrying an electromagnetic pick-up device enables them to sell not only this accessory, but also electric and spring motors and complete turntable assemblies, and in many cases portable phonographs on which the pick-up unit is installed and used in connection with the amplifier system of the radio set. And shops handling phonograph records also have found that the sale of pick-up units definitely increases their sales of records. The Yorkville Radio Company, 147 East 86th Street, New York, finds that the sale of pickup units has been greatly increased by the practice of set manufacturers in recent years of affording provision for the connection of these units. Sidney Vorzimer, manager of the Company says: "In our experience, we find that it is very easy to sell customers buying a new radio set with a phonograph pick-up jack, the necessary unit. Furthermore, we make the sale, as an accessory, at the same time the set itself is sold. "Our average customer pays about S8 for the unit. Some, of course, prefer a higher-priced unit, and we are glad to sell the more expensive units, not alone because of a higher unit of sale but because the more expensive units give better performance. "Most of our customers who are interested in a pick-up unit do not care to use it with an old phonograph which they may have," adds Mr. Vorzimer. "I believe that these users have let the dust gather on that old phonograph cabinet so long that they would much rather purchase a compact little motor and turntable assembly which can be located close to the radio set than to revive the old phonograph. "The average price our customers pay for pick-up unit, turntable assembly, etc.," Mr. Vorzimer says, "is about $20, although, of course, we sell a respectable number of more expensive complete units." The best prospects are not owners of old sets which can be adapted to use a phonograph unit, but the purchasers of new sets. The Yorkville Company has found more success in selling units with new sets than in selling the pick-up unit to the customer on a later visit to their store. One of the most interesting results of the wide use of phonograph pick-up units by Yorkville customers is that it Sidney Vorzimer, manager, Yorkville Radio Co., Inc. increases the market for new set sales. Customers who have enjoyed the adaptability of their radio set and phonograph when in separate units can readily be interested in a combination radio-phonograph set where the radio and phonograph are housed together in an attractive cabinet. After the customer has been interested in the widened world of music and all the entertainment offered by the new electrically-cut phonograph records, the price of the pick-up unit, motor, and turntable assembly is not a seriously limiting factor. The Yorkville Company does not concentrate on one fine of pick-up units, but handles five different makes. Many dealers are interested in a summary of the best sales arguments which have been employed successfully by others in selling the phonograph pick-up devices in the retail store. Here are some of the high lights: Stress the merits of new electrical phonograph recordings. Explain how the phonograph pick-up unit provides with the radio set a complete home entertainment unit. Emphasize the fact that with the pick-up unit and the radio set the user can repeat at will his favorite selections. Show how the pick-up is really an inexpensive accessory to the radio set. And — don't fail to demonstrate to the customer. The advantages of the dealer pushing the sale of pick-up units are many. The dealer — if his store is exclusively radio — can reap many repeat sales through stocking records. Pickups sell records and records sell pick ups. The customer who has bought a pick-up unit to use with his old set is always a good prospect for a new combination radio-phonograph unit. The set-owner who uses a phonograph pick-up unit steadily is an increasingly good customer for replacement tubes. The dealer should find a phonograph pick-up unit the means of extending the summer use of the radio set in localities where broadcasting service is still poor during the summer months. This advantage was found by Radio Rroadcast particularly important in the Southern states. Many musically inclined listeners have acquired elaborate libraries of electricallycut records which they play through their radio sets, when reception conditions are not at their best. On page 87 of this issue appears a list of the leading phonograph pick-up units with full data. Dealers who wish further information direct from the manufacturers should write on their letterhead and one letter to Radio Broadcast will bring full information on all the lines. • JUNE 1929 « • 77