Radio and Television Today (Jan-Nov 1941)

SELLING YOUR SERVICE (Continued from page 42) periodic tollow-up by phone. By this means they are most apt to be "on the job" when the customer Deeds service. New customers) they seek by some, or several, forms of advertising, with the preference shown for direct-mail and phone directory. Handling the jobs, new or old, takes expert knowledge and high technical skill which lets out the "screw-driver" brigade. But it also takes equipment — good equipment, skillfully used. Good equipment costs money. But the lack of it costs a good serviceman more. Good equipment is the very basis of good work, as good work is the basis of customer satisfaction and successful business. It saves time in finding the trouble, makes the prices of competition profitable prices for you. Good equipment makes your guarantee stick, by telling you when the job is properlv done as well as what to do. Displayed in your window, being skillfuly used, the equipment is also an excellent means of attracting favorable attention, bringing more sales to you. WATCH EXPENSES Throughout your operations, every element of your expense, and its relation to your sales must be known, and included in your prices as certainly as the material and time directly in volved. Behind the several basic factors we have mentioned, there are many principles and countless details far beyond the limitations of the scope of this article. Business experience must be considered a vital ingredient of business success, but still does not reduce that business success to a precise formula. There is no such formula. The fact remains that more business failures in this country are due to the lack of business experience than to any other single cause. The service business is no exception. But careful thinking, and planning with every day's actions based upon the reactions of tomorrow will keep you going. National RCA Ads Aid Servicemen The second of a series of full page color ads in Collier's for Nov. 15 by RCA also "goes to bat" for the servicemen. "Can you measure a millionth of a volt?" is the eye-catching question. The explanation in the copy describes the micro-measurements which are made by servicemen with their equipment in checking the performance of the customer's radio. Emphasis is put on the necessity of the public keeping their radios in good condition during the national emergency. The first of the series of ads, which ran in October 11 issue of Colliers, featured "What You Should Know About Radio Service During the National Emergency." SAV£f VoV PRICES INCREASE ON ALL RIDER BOOKS* AND RIDER MANUALS •*V There's only three weeks left in which to get these Rider Manuals aid Rider Books at present low prices. Go over the list now, see the substantial savings you can make by acting today.' Check the books you need and order immediately. ALIGNING PHILCOS (2 Volumes) Complete autnorized data that makes alignment easier and quicker. After Dec. 14 Present Price SAVE Vol. 1—1929 to 36 $1.50 $1.00 50c Vol. 11—1937 to 41 1.75 1.60 15c FREQUENCY MODULATION Explains F-M transmission as well as discussing the new F-M sets. 136 Pages After Dec. 14 Present Price SAVE 76 illus. $1.50 $1.00 50c OSCILLATOR AT WORK Protect lhe Investment in your present or future oscillator equipment. Read this book. 243 Pages After Dec. 14 Present Price SAVE 167 illus. $2.00 $1.50 50c VACUUM TUBE VOLTMETERS Gives practical aspects and underlying principles of various types of v.t. voltmeters. 180 Pages After Dec. 14 Present Price SAVE 113 illus. $2.00 $1.50 50c METER AT WORK Enables you to get the most from your meters and guides you in selecting new ones. 152 Pages After Dec. 14 Present Price SAVE 138 illus. $1.50 $1.25 25c SERVICING BY SIGNAL TRACING An exposition of the theory of operation of all radio receivers. Explains the really fundamental method of servicing that is free from every limiting factor heretofore encountered. 360 Pages After Dec. 14 Present Price SAVE 188 illus. $3.00 $2.00 $1.00 (Also in Spanish Edition of 358 pages — price $3.50) JOHN F. RIDER PUBLISHER INC. 404 FOURTH AVE., NEW YORK CITY Export Division: Rocke-lnternational Elec. Corp., 100 Varick St., N.Y.C. Coble: ARLAB DEC.ISth.l CATHODE RAY TUBE AT WORK This book explains the underlying theory and the circuits accompanying the Cathode Ray Tube. Present developments in the industry make this book a "must" for every . serviceman. 338 Pages After Dec. 14 Present Price SAVE 460 illus. $3.00 $2.50 50c A. F. C. SYSTEMS Complete explanation of all types of A.F.C. After Dec. 14 Present Price SAVE 144 Pages $1.25 $1.00 25c AN HOUR-A-DAY WITH RIDER BOOKS 96 pages each, profusely illus. on ALTERNATING CURRENTS IN RADIO RECEIVERS on D.C. VOLTAGE DISTRIBUTION on RESONANCE AND ALIGNMENT on AUTOMATIC VOLUME CONTROL After Dec. 14 Present Price SAVE Each book 90c 60c 30c to $1.20 RIDER MANUALS For complete, authorized, servicing data, all in one place, there never has been an equal to Rider Manuals. Get the volumes that are missing from your shelf at today's low prices. After Dec. 14 Present Price SAVE Vols. Ill to VI Covering 1932 to 35 $ 8.25 $ 7.50 75c ea. Vols. VII to XII Covering 1935 to 41 11.00 10.00 $1.00 ea. BUY You bet. We're in step with progress — with better listening and therefore with quicker sales and more sales. Take us on, you wide awake dealers. KEN RAD TUBE & LAMP CORPORATION OWENSBORO, KENTUCKY QCPCnDRBLC ciIlT^gjb NOVEMBER, 7947 47