The talking machine world (July-Dec 1925)

28 THE TALKING MACHINE WORLD August 15. 1925 Eliminating the Radio Free Trial System Clarence H. Mansfield, of Fitzgerald Music Co., Los Angeles, Addresses Western Dealers on Radio Demonstration and Service Two of tlic most important questions in the merchandising of radio arc: Shall a dealer give free trials, and shall a dealer give free service? Taking first the question of free trials, whether it be radio, phonographs, pianos, or any other similar article for that matter, but most particularly radio, I absolutely do not believe liiat it is good business for the dealer to extend free trials to the prospective purchaser. I am referring, of course, to the free trials, such as one, two, three or four days. I am not referring to these home demonstrations where the salesman takes the radio set to the home, demonstrates it and either closes (he deal there directly following the demonstration or removes the radio set when he leaves. That sort of a trial I am not referring to at all. First of all, from a sales psj'cliology standpoint, it is bad business lo leave a radio set in the home on trial, for directly after a satisfactory demonstration in the home is n.iturally the logical time for closing the deal. That's when the prospect's desire for the radio is warmest. If a deal cannot be consummated .^t that time, then certainly as a rule the chances for its consummation the following day will be considerably less, and with the passing of the days the chances grow smaller and smaller. With radio particularly, there is always the chance that during the free trial the prospect may in spite of most detailed and explicit instructions on the part of the salesman inadvertently turn the rheostat over too far and burn out or paralyze the tubes or through ignorance fail in some other way properly to operate the set and cause trouble that might tend to discourage the prospect with radio. The prospect would then either think that all sets were no good and become disgusted with radio in general, or would come to the conclusion that your particular set was no good. Then, it has been proved time and time again by sales psychologists that the appeal of any new article placed in the home, such as radio or a phonograph, is not nearly so great the following day as it is the first night during a satisfactory demonstration by the salesman. Again, I wish to say that iIil time to close a deal is directly after the demonstration or the radio set should leave the home with the salesman. Know Your Programs When the salesman is directing the demonstration he can naturally select tiic programs that are most apt to appeal to the prospect, and further build up the desire that impels the prospect to purchase. And there, gentlemen, is a point that is most important in the selling of radio — before making a demonstration the salesman should, by all means, be thoroughly familiar with the programs being broadcasted at the time so that he may select those programs that are most likely to appeal to the prospect. Your radio set may have a remarkably good tone, but unless you are bringing in a program that appeals to that prospect, then the radio does not have a great appeal regardless of the quality of reception. But on the other hand if you are bringing in a program of music that appeals to your prospect then he will recognize much more quickly the tone quality of your set, and the desire for the radio will be increased immeasurably. You have all had the same experience in selling phonographs and reproducing pianos. One outstanding successful radio salesman tells me that he sells many more sets by taking care to tune in on the right program than he ever does by dwelling on various so-called talking points of his set. Obviously,when the set is left on free trial, and the prospect is alone to choose his own programs, through his ignorance he may very likely tune in on any number of" programs that to him are unattractive and uninteresting and naturally have his desire for radio considerably cooled due to the impression that most of the radio programs are the "bunk." Other Reasons Why There are many other reasons why free trials are inadvisable. For instance, jealous friends have plenty of opportunity during a free trial to suggest some other make of set Or to criticize your set and its operation. Your prospect has plenty of opportunity in his receptive frame of mind to read advertisements of other makes of sets which are apt to influence him against deciding on your set. Your prospect also has, during a free trial, the opportunity to think more and more of the cost of a radio, he has a better opportunity to weigh the radio set against some other article he may also desire. But the worst feature of all is that psychological reaction that comes after a prospect has used a radio set (or a phonograph or a piano either for that matter) or any other such article On free trial for a day or two. The appeal and the novelty of having this article in their home has diminished considerably. I feel sure that if any dealer has practiced the plan of free trials with regard to radio, he has long ago come to the conclusion, if he has definitely checked up his operations, that his percentage of closes from free trials is very small indeed, and that the expense from a standpoint of damaged merchandise, transportation both to and from the prospect's home and other incidental expenses more than offset any profit on what little business may be consummated. Poor Salesmanship ] believe that the free trial in the home is anything but sound business and very poor salesmanship. However, I do believe, and have seen it proved, that much radio business can be consummated in the home that might not have been gotten on the floor of the radio store. This can be done through the medium of home demonstrations in the evening or during certain times of the day by your radio salesmen. There is no better place for such a demonstration than the home, particularly in the evening after dinner. Your prospect is comfortable and at ease, and you have many more programs, of course, to choose from and thus have a better opportunity of selecting a program that will appeal to your prospective purchaser. But, as before stated, I believe that the deal should be consummated directly following such a demonstration or the salesman should take the radio set with him. It is far better to leave yout prospect with a desire to hear more of the radio and with the fine impression that a good demonstration naturally leaves than it is for you to leave the radio set in the home for free trial and possibly have this customer, through ignorance of operation, fail to get the proper results from the set and thereby destroy any good impressions he may have had of radio. From an economical standpoint, of course, the most desirable place to close business is In our own stores. However, we can never get the percentage of business from the floor of our stores during the day until we have cooperation from the broadcasting stations to the extent that they will give us at least one station on the air all day long and possibly two stations at once during the afternoon, which is naturally our busiest time. Until such a condition is brought about, we can hardly expect to do the volume of business on our floor, for the simple reason that it is not an easy matter to sell a customer a radio set unless we can satisfactorily demonstrate this radio set to the customer on at least one station. Few people will buy any sort of a musical instrument until they have first heard it, Store Demonstration In order also to increase the percentage of business closed on the floor of the store, it is necessary for the store to sec that demonstrating parlors are as comfortable and home-like as possible. With the proper equipment in the store, such as well furnished and comfortable parlors and with at least one, broadcasting stalioti on the air all day long, those cases where uiir customers, who drop into our store, re(Coitlinued on page 30) GILFILLAN NEUTMODYNE RADIO SETS Built for Beauty as well as Duty" GILFILLAN BROS., Inc. LOS ANGELES KANSAS CITY LONG ISLAND CITY