Radio today (Sept 1935-Dec 1936)

NEAT PRICE DISPLAYS * People like to see in advance the prices asked for articles they intend buying. Price cards and price numerals, therefore, become important merchandising aids. Readers have requested Radio Today to furnish names of concerns who sell set-up numerals and dollar signs, cardboard or metal, to be used as price displays on radios or refrigerators. Following companies in New York City can supply these : Dennison's, 411 Fifth Ave.; The Displayed, 27 W. 24th St.; Herald Reproduction Co., 397 Bridge St., Brooklyn, and the Frank D. Maxwell Corp., 1440 Broadway. SCOUTING FOR SALES * Snappy pointers on where and how more sales can be made are being picked up by dealers in Eastern Missouri and Southern Blinois from a "Store-at-your-door" outfit which the Brown Supply Co., St. Louis Grunow distributors, are currently using in the area. Sales expert in charge of the traveling show store spends his time in "consultation with country merchandisers on sales strategy." Other officials from Brown Supply scout around through the area and supplement the driver's efforts with additional news of sales developments throughout the territory. Thus all dealers get the benefit of a sort of selling news service, representing complete coverage of all sections involved. Rolling radio store has seats where persons may listen to demonstrations of the models being carried, has equipment for a sound-on-film picture show, carries broadcasting equipment. "PORTABLE" STUNT *■ Auto Equipment Co., Denver, Colo., is one distributor who has worked up considerable interest with the public as well as with dealers by an unusual demonstration stunt. Company Salesman John Klein streetdemonstrates an Emerson portable set by carrying it along with him; idea seems 100 per cent OK in point of results. Calling on many accounts "cold," Klein needed a plus selling feature. With the portable receiver in his hand and in action, he consistently got immediate attention upon entering a store. Salesmen and servicemen crowd around to have a look and to listen and Klein found it easier to start selling. Smart angle on this method of selling is to time it around holidays, as the portable receivers are greatly in demand among those who are set for an outing of some sort. Idea also has an important application to outside selling by dealers, as house-to-house salesmen could get instant attention by carrying a set in action. ADVANCE SALESMEN * Interesting method of handling a canvassing project is being used by the Westchester Radio & Appliance Co., Mount Vernon, N. T. Company sends a man to knock at the local doors, who tells housewives that his firm is conducting a survey on types of refrigerators in use; he gets the data on refrigeration in homes and makes a report as to whether householders appear to be be promising prospects. Same gent then takes a salesman along to call on the real prospects, others having been weeded out, or saved for mailing lists. Point is that busy housewives will talk to a "surveyor" more readily than to an outand-out salesman, providing an opening for the company. Westchester concern also collects similar dope on radio while they're about it. MEET THE STAFF * Strong personal element is present in the advertising done by Shew's Appliance Store, Springfield, Ohio. In the store's plugs each past and present patron may see the name of the salesman who made the contact, which relieves the prospect of blindly making friends with a store rather than a single gentleman. In recent ads, the complete staff has been listed alongside Shew's phone number, in large type. Reaction is that the store has a staff which it does not mind parading: the list takes little space, considering its valuable implications. FOR DEALERS TO READ "Installment Selling and Collecting" By John T. Bartlett and Charles M. Reed * HERE is a neat manual which presents acceptable directions for successful installment selling and collection procedure. The writers have drawn wisely on the experience of the experts in such matters, and pen their suggestions in a work-a-day fashion; they have done with highsounding theory, and stick to practical recommendations. Products specially adapted to time selling are classified, and the authors approach the problem knowing full well that different types of organizations must attack these problems in peculiar ways. Feature space is given matters of credit, finance companies, repossession, promotions, and collection practices. This volume is cautious and conservative and obviously a product of straight thinking and smart surveying. Dealers like the sales punch of this trailer interior so much that Dave Bright, president of Pioneer Gen-E-Motor, plans a trailer-fleet to co-operate with jobbers and dealers in demonstrating farm-electric equipment. October, 1936 21