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SELLING A SET. ARE YOU READY?
When she does come in, there s your chance. Make that first five minutes count. And be ready with all the answers.
different from all others, but whatever inquiries you make about residence, profession, home standards, etc., be sure that they apparently pertain to the matter of radio happiness. It is important that actual demonstration of the set should not begin too soon, unless the patron definitely requests it. By building up the features of the receiver, you are able to create some suspense as to how it actually will sound in operation. There is often a certain advantage in "building up the entrance" of the tuned-in set.
Inter f i
crence
at h
ome
Although the sales slogan "get the customer's hand on the dial" has been freely passed around, it is a blunder to confront the customer with an entirely new and unfamiliar set of controls, and expect him to get a pleasant reaction. To begin with, the playing of the set will be set off to much greater advantage if it is tuned in by the salesmen, who can do it with ease and dispatch.
The prospect will get an impression of sincerity on your part if you will take an interest in the reception problems present in his particular home. The buyer must feel that you are not only interested in a sale, but also the whole question of genuine satisfaction after the receiver is installed.
Closing
Other problems, such as position in the home, decorative note, and service matters will probably be mentioned by the buyer himself if they are important enough. Throughout the whole conversation, the salesman should really dominate the direction of the talk, but must be sure to give the patron the notion that he is dominating it.
It is a good trick to refer to your models by name. For instance there is a great deal more dignity in the phrase "our Laureate console" than in the flat remark, "that set in the corner," or "No. 365X."
If the customer appears to be impatient with the type of program which must be used to demonstrate receivers during business hours,
salesmen may ask for an appointment for some evening when a specially fine feature may be heard. If the radio man has a broadcast schedule at hand and gets pleasantly enthusiastic about what a certain artist would sound like on his receiver, the prospect will usually consent to the appokitment.
When you are talking with a serious buyer and other customers enter the store, the former should not be allowed to notice any rush on your part. General theory is that the longer they stay, the more chance there is of establishing a friendship. Give them the last word, and hope that you see them again.
October, 1936
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