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Q. How can we overcome competition of certain mail order and other houses that sell direct to consumers? Especially the sale of replacement parts to set owners who are trying to by-pass the servicemen? What do manufacturers do to protect the serviceman against this competition?
A. A good question — and one frequently asked. Too much stress is placed on this so-called competition which, upon analysis, dwindles down to almost nothing. Let's get specific: Of course reputable parts manufacturers make every reasonable effort to safeguard your trade prices and discounts. It's to their best interests to do so. Houses handling such parts are urged to sell at regular prices and discounts, so that all jobbers get an even break. But when it comes to sorting servicemen from non-servicemen, there's the rub. Remember, even at this late date, most servicemen still have no printed business stationery. So if the mail-order or other house receives an order by mail for replacement parts, expressed in genuine servicing language, even to specific types, values, etc., how can it know that this is not a genuine serviceman's order. It simply can't.
The greatest thing you as a serviceman have to sell is your SERVICE, and not merchandise. In other words, it's your knowledge and skill that count most in servicing. It isn't so much your ability to buy parts at trade discounts. If parts are bought at wholesale prices by someone who is not entitled to the trade discount, in most cases that someone doesn't know how to install the parts, and
the genuine serviceman may eventually be called in to fix the set anyway. If you will only stop to consider that of all the customers whose sets you've serviced since you have been in business, very few of them really were capable of making their own repairs.
In short, don't waste time worrying about that so-called mail-order or other competition on discounts.
A GOOD NAME \ GOES hA
LONG WAY
Ken-Rad makes a complete line of quality radio receiving tubes, backed by a continuous record of over 40 years in the manufacture of electric lamps. KEN-RAD TUBE & LAMP CORP. 0WENSB0R0. KENTUCKY, U.S.A. Address: Export Dept., 116 Broad St., New York, U.S.A. Cable Address: Minthorne, N. Y.
ENRAD
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