Radio today (Sept 1935-Dec 1936)

DOUBLE-PURPOSE WINDOW + Exceptional window display is being offered by United American-Bosch Radio, in the form of a set of suspended placards, exhibited above a chassis. Posters carry dramatic copy on AmericanBosch features, and can be turned over to expose a new one daily. The series of placards hangs in a group from a line supported by two pillars standing at the sides of the display. Placards used in this window are such that they are well adapted to use by salesmen who wish to present to customers a brisk and complete summary of set features. dealer and service man may take the catalogue into the customer's home without revealing at any time the cost figures of the merchandise. Maurice Despres, president of Dale Parts, Inc., personally supervised every detail of his new catalogue, three thousand of which are now being distributed in the metropolitan territory to dealers and service men. WINDOW STOPS 'EM + Arcturus Radio Tube Co., Newark, N. J., has put in the hands of its distributors a dramatic new type of window display which dealers may easily change for a new effect every day. The display pic UMl lUUIifc tures various scenes which may be tuned in during popular radio broadcasts. The display is lithographed in 7 eye-catching colors, and is a twoplane effect carrying sharply executed illustrations by well-known artists. BULLETIN ■k The latest dope on the subject of "Operating Conditions for Class A Power Output Tubes" has been collected by the engineering department of Ken-Rad Corp., Owensboro, Ky., and published in a booklet under that title. Treatment is comprehensive and material of genuine value to service men and dealers. THIS1FALL— TRADE UP! {From page 17) when he switches from one to the other. Many dealers may neglect one of the most important policies of all in their dealings with salesmen; and that is, the value of constant instruction of the men. The best salesman in the world is apt to get rusty without guidance and suggestions from the boss. Salesmen understand Make plans now to get your salesmen started right this season. If you haven't had a sales meeting in some time, call one now, and go over the selling points of the lines you are carrying. Emphasize the new features of this year's sets and make sure the men understand them and know how to sell them. Most important of all, emphasize the importance of "trading up" this season, and make the men understand that this Fall offers the best opportunity that we have had in many years to sell the higher-priced receivers. And, refresh them on their ability to "trade up" by stressing the main points of this article. 1. Demonstrate the small set willingly if that's what the customer asks for. 2. Don't sell it hard, but don't knock it either; leave the way open to come back to it if necessary. 3. Lead into switching by mentioning some new or unusual feature of a higher-priced model. 4. Take the customer completely away from the cheaper model so that the better sets can receive his full and undivided attention. 5. Demonstrate the better set, without making direct comparisons or comparative demonstrations. 6. Emphasize the points in which the better set is superior or which the smaller set totally lacks. When your selling efforts are definitely gained toward "trading up," and your salesmen follow through along the same lines, you will find the public willing to spend more for radio this season than they have for some time. It's in the cards; average set prices are up, the better models are selling. Make sure your organization is keyed up to take fullest advantage of an exceedingly bright sales situation. Actions Speak Louder Than Words! The manufacturer of the famous 4 -Pillar Radio Tubes is making and delivering all types of the new Metal Tubes as initial equipment for 1936 receivers and for jobber and dealer replacement stock. • • • Raytheon's 34 new service deals are now ready. Ask for complete details. RAYTHEON TRADEM ABE 4-PILLAR RADIO TUBES RAYTHEON PRODUCTION CORPORATION 30 East 42nd Street, New York, N.Y. 445 Lake Shore Drive, Chicago, Illinois 55 Chapel St., Newton, Massachusetts 555 Howard Street, San Francisco, Cal. October. 1935 35