Radio Broadcast (May 1929-Apr 1930)

YESTERDAY, TO-DAY TO-MOD Thoughtful Opinions of Retailers on Many Topics Useful to Dealers and Manufacturers. Some Are: New Models, Distance, Selling Claims for Sets, Speedy Handling of Consumer Inquiries, Competitive Demonstrations. 'WS%m>*. ». ~flHE MAN on ^ne firm£ lme °f radio selling iflflM^I usually has something interesting to sa> lp|f§B|» \ about his daily problems: interesting to his ' "^Blliilll fellow dealers and interesting to the manu>\ ■ iBf facturer 1° this article arc sonic suggesJik, Ww. tions, selected from the report of a survey made for — not by — one of radio's leading manufacturers. These dealers who speak aim to be constructive, the emphasis is to correct radio ways of thinking and ways of action which seem to deserve it. These dealers naturally do not stop to praise what is good; they hasten to discuss conditions which seem to them less than satisfactory. These suggestions cover a wide range of topics: competitive demonstrations, factory-dealer tie-up advertising, ill effects of selling sets on distance-getting qualities, when new models are disturbing, proper and speedy handling of consumer inquiries inspired by manufacturer-advertising, and better and more intelligent selling of present models. These comments are worth more than merely a basis for discussion. They offer the dealer renewed opportunity to examine afresh his own house and a chance to take stock of his own selling methods. These questions concern the dealer as well as the manufacturer. Radio selling is quite as much the immediate problem of the dealer as it is the ultimate concern of the manufacturer. More Information Needed One dealer interviewed believes that the local store should sell sets by using compelling arguments rather than the usual generalities. He says: "Our observation is that there are too few dealers who know why the set they sell is better. It is a good one in the main and that is all they know. "What every dealer is mightily in need of is more detailed information so that he can explain to the average prospect why he has a superior product. We have had wonderful success with the Blank set, but it was no fault of the manufacturer that we did. We had a man who knew mechanical construction and when a prospect expressed interest, he showed, point by point, the superiority of that set from the mechanical viewpoint. If our salesman did not know his facts but tried to find out from what the Blank company furnished us, he would have been up against a stone wall. "As I see it, most dealers talk in generalizations about their sets, and when they are through, they have said nothing but that it is good. To me that spells "bunk." The Blank ads rave on about beautiful cabinets, etc., and the fact of the matter seems to be that this is about all they have. We need a more sincere set of manufacturers — manufacturers who are more anxious to give the dear public a little more for their money. When they do this and when they describe their product in greater detail, then you will see a great sale of their goods right at once. Nothing succeeds, I think, like being able to talk intelligently on the item you are selling and information presented properly to the average customer sells him or her that set. Personally, I would certainly welcome more cooperation between the manufacturer and the dealer." — Dealer A. Manufacturer's Advertising Copy "You fellows in advertising have a fine lot of theoretical ideas about copy and plans — but you never make a plan for a dealer. If you did make a good one, it would be planned solely to get prospects and the way would be made easier to get them. So far, all dealer copy is built on the name of the manufacturer who fondly thinks he is the whole show — and you fellows let him do it because it is the easiest way to a big • NOVEMBER 1 929 • • 25