The talking machine world (July-Dec 1924)

October 15, 1924 THE TALKING MACHINE WORLD Canvassing Route to Volume Radio Sales Aggressive Tactics Prove Effective in Securing Prospects and Sales for Arthora Store — R. M. Whitelaw Describes His Methods Talking machine dealers who are handlingradio are discovering that in merchandising talking machines or radio practically the same basic principles of selling obtain. They are beginning to realize that both are musical instruments and mediums of entertainment and must be sold on this basis. The day when the dealer who operates a radio department can sit in his store and merely hand out what the eager customers want is gone and has been replaced by a healthier condition, one where competition is keen enough to make the dealer rustle for sales, and that this condition is sound is proved by the evolution of practically every enterprise of a similar nature. A higher merchandising plane means more sets sold and the establishment of a sound, enduring business. Competition is keen and there are many instances of cut prices, but these are conditions which have been in existence in the talking machine trade for years and that the legitimate dealer, the one who is wide awake and progressive enough to go out after business, has increased his sales volume year after year is proof enough of the fallacy that business is going to the dogs because of these practices. The field is wide open for radio and the proportion who own sets to those who do not and those who are now or will be soon in the market for better receiving outfits is small. Roger Babson, in a recent report on the radio industry, estimates that it will be ten years before the saturation point is reached and even then there will be plenty of opportunity for large rewards for the live dealer. Sell Tone Quality "In selling radio you are dealing with the most living, vital, yet mysterious, thing of the twentieth century," declared R. M. Whitelaw, manager of the Ideal Radio & Music Co., of Newark, N. J., in discussing the merchandising of radio. "This very mystery has a tendency to confuse and perhaps cause many people to postpone purchasing a radio set. Every effort should be made to impress upon a prospect the fact that the modern radio set is not a complicated electrical apparatus, but, on the contrary, it is a medium for entertainment. In discussing, tone quality the talking machine dealer is on familiar ground and when the set is sold on the basis of its reproducing or receiving quality much trouble can be avoided. "The question of what distance the set will bring in is best answered by the general statement that location and other conditions govern this problem to such an extent that it is impossible to guarantee similar results in all localities. The salesman should emphasize the selectivity of the set he is trying to sell, its ease of operation and its volume and clarity of reproduction. Discuss the mechanism of the set as little as possible, as you are apt to get lost in a maze of conversation which may or may not prove instructive and certainly is not conducive to closing a sale. Take it for granted that your prospect knows something about radio and let him know that you feel that he does and then sell him on the tone quality of the set." The above are the principles which experience has proved successful at the Ideal Radio & Music Co. Another practice which this live concern has found the most efficient radio sales builder has been outside selling and home demonstrations. During the time the concern has featured radio it has been discovered that a very small percentage of the people who come into the store to secure information regarding the various sets buy at the time. They want to shop around. However, the percentage of sales to store visitors has been brought up considerably by following up inquiries. In the main, this follow-up is done during the evening, when the entire family is at home. A set of the type that needs no outside aerial is taken along by the salesman and the demonstration is made in the home under conditions which are much more favorable to making a sale than would be the case with a store demonstration. Canvassing for Radio Business Arthora, a concern handling talking machines and radio in Stamford, Conn., has inaugurated a canvassing campaign for prospects for both talking machines and radio which already has proved the worth of this method of securing business. In addition to many prospects a number of sales of radio outfits and talking machines have been made. A canvasser has been secured to thoroughly cover the city. This man is not a salesman and makes no attempt to sell. His object is simply to find prospects and this he is doing. He inquires whether there is a radio set or a talking machine in the family and then through further questioning he ascertains whether the persons he interviews are interested either in a radio set or a talking machine. This information is placed on a card provided for that purpose and later a salesman goes out to follow up these leads. This eliminates lost motion on the part of the salesman. He loses no time by calling on people who are not in the market and thus his sales are much greater. The Murdock Neutrodyne has every feature that your radio customers want HPHE Murdock Five Tube Neutrodyne represents the highest achievement in Neutrodyne construction. Everything about this wonderful receiver denotes quality and exceptional performance. The unfailing resources, skill, and experience of a pioneer manufacturer who has been making radio equipment of the highest engineering standard for 20 years, enter into its construction. The Murdock Neutrodyne is built, not "assembled". It is a unit of standardized parts — all made in our own factory or according to our own specifications. Each part is rigidly inspected before it goes into the receiver. Then each receiver must pass a number of searching tests before it gets our approval. The refinement of construction revealed in all details of assembly and wiring accounts for the exceptional performance of the Murdock. THESE FEATURES ESTABLISH THE Ml'RDOCK SUPREMACY Simplicity of tuning. Freedom from objectionable squeals and howls. Clarity and rich tone volume. Selectivity — ability to get the desired local and distant stations every time and without interference. Long distance reception. Hook-up with the Murdock Neutrodyne— and give your customers the best in radio. The high quality and moderate price of this receiver turn in volume sales and good profit. Backed by strong ad vertising in radio magazines and daily newspapers — and active sales co-operation. See your jobber today. If he does not carry the Murdock Neutrodyne write us for information and dealer discounts. New York WM. J. MURDOCK CO, 415 Washington Ave., Chelsea, Mass. Branch Offices: ■53 Park Place Chicago — 140 S. Bearborn St. San Francisco — 509 Mission St. AiURBOCIi MEUTROBYNE