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Used set display of the Germanlown Radio Co. Note that every set is plainly tagged, the low price at which they are offered being a
decided asset in promoting their ready sale.
What to do With Used Sets
RADIO S TOUGHEST SALES PROBLEM
By HARRY P. BRIDGE, JR.
lUk >„ 1Q trade or not to trade? f W~' Wi\\ This, says H. G. Emsley, of I he German<IP111M|1|A town Radio Company, 5431 Germantown ^K^^^m Avenue, Philadelphia, Perm., is the question, u J Mnn than I lial. Ihis mailer of accepting old
ilk. ^wtk sets as partial payment for new ones is his toughest sales problem.
"The trade-in market is a big one," says Mr. Emsley. " That is one reason why it is so hard to find just how to tackle it. The dealer who rushes headlong at it is apt to see only the opportunities and overlook the pitfalls. I've stepped into a few of them and almost stepped into a lot more."
He adds: "Almost every radio set owner, other than those who have sets of the most modern light-socket-operated type, is a good replacement prospect. That's one of the good features about the radio business. New developments are coming along all the time to make repeat buyers out of old customers and thus stave off the saturation point in sales that is so much of a worry to a lot of long-established industries. The really big problem in this connection is not how to interest present set owners in the latest and best but rather how to make the old sets pay their way. As long as a set works, an owner won't
scrap it. Chances are, he has an exalted idea of its trade-in value. What is more, the dealer who does take it in at a fair price still has a goodly share of his profit on the new set tied up in the old one until it is satisfactorily moved."
Mr. Emsley is not given to personal publicity and self praise. It was hard to get him to talk about his solution of this problem — not because he was loath to pass along any ideas he might have but for the simple reason that he can see little of an outstanding nature in what he has done in this respect. Perhaps that is so. The fact remains that he has built up a surprisingly stable year 'round business selling radio alone — also that his ability to handle trade-ins has been responsible for his success in no small part.
This dealer has been in business in this prosperous Quaker City suburb for more than six years. Each year has shown a substantial increase in his business, and the business has been good from the start. Last year showed a 20 per cent, increase over that of the year before and he is planning on a similar growth in 1929. It is not unusual for him to sell as many as 30 or 40 used receivers in a week. Moreover, he does it without any advertising other than that given by frequent window displays. No high-pressure selling is used
138 •
• JULY • 1929 •