Radio today (Jan-Mar 1939)

UMu} % jo* Bine* PwfUs How a prospect with $9.95 ideas can be sold a hundreddollar radio, how a dealer may reach the consumer who can afford higher priced sets is told by sales experts. To help radio dealers make greater profits by increasing their dollar volume, leading radio merchandisers are explaining their methods for the benefit of Radio Today's readers. These exceptionally successful dealers have found out that the problem of selling up is, after all, only a matter of actual selling. Manufacturers, ever on the alert, are helping solve the sales problems by supplying the right merchandise and suitable promotion aids. To the man used to quibbling about a twelve-cent sales tax, sales of $2,500 seem out of the question, but to Mr. Kolmetz of Liberty Music Shop, New York City, they're all in the day's work. Here are some of his ideas on how to chase the ever elusive big sale. GOOD REPUTATION IMPORTANT Spend most of your advertising money to promote lines that put cash in your till and create a good reputation. When people spend big money, they go to a store which has their confidence. Cater to your women buyers. They buy when they want a radio, price is secondary; but they must have excuses for spending large sums, both for themselves and friend hubbie. Provide them with plenty of reasons, such as: the savings you give them, the better reception on large consoles, how their friends will admire the more beautiful set. Play a classical recording on the best combination you have and point out the better tone, the richer obligates. If they don't appreciate it, they won't admit it and are impressed. If they do like good music, you've made a sale. No one who really appreciates fine music will buy an inferior instrument. Above all don't be afraid of the sound of hundreds of dollars, let the price come quietly as though it were chicken feed. Always remember you're selling quality and let them know that the more they pay the more they get. Too many salesmen make the mistake of regarding the $300 set as a museum piece, too valuable to even mention to the casual buyer, reserved for a dream millionaire who'll drop in and say "I want that one." PERIOD MODELS FOR PARTICULAR BUYERS R.C.A., Philco, Stromberg-Carlson, Capehart, Brunswick and Ansley are promoting period furniture radios in an attempt to climb out of the 1938 price cellar. The idea, while new, is not untried and it should be sold to every person who takes pride in the furnishing of his home. A travel agency doesn't sell a prospect for a Bermuda cruise an excursion on the Albany night boat. Far-sighted radio dealers don't sell a man who can afford to buy other quality merchandise, a radio set to hide behind the bookcase. "People with well furnished homes have been buying midget radios be LimtTED EDITIOnS b, Rare woods and limited production make these Spartons truly unique. 22 Hepplewhite by Brunswick features a 6-tube chassis with push-button tuning. cause they're easily hidden, but they'd buy a higher priced set if it harmonized with the rest of the furniture," says H. L. Weisburgh of Mersman Bros., makers of Brunswick radios. After talking with thousands of dealers and consumers — and being in the selling game himself — he's well qualified to sound off on how it's done. He cites Emporium, of San Francisco, Cal., as a typical example of what can be accomplished by "being on the button." _ Featuring clever cartoons and snappy copy, Emporium advertises period furniture radios as the sets for the discriminating buyer. "If your radio fights your furniture, you'll appreciate the new Brunswick radios," they flash. Orders are coming in every week and call it "selling up" you must, because Emporium is continually tapping the high-mark-up market. Will you hear further? "Radio sets with cabinets as occasional pieces in Duncan Phyfe, Chippendale or other period styles are certainly a means of getting bigger profit and greater sales. Our 1500 dealers state definitely that people can be (Continued on page 89) R4DIO TODAY