The talking machine world (July-Dec 1924)

28 THE TALKING MACHINE WORLD October 15, 1924 Wisdom of Classifying Prospects for Radio Variety of Radio Receiving Combinations Permits the Talking Machine Dealer to Make the Proper Appeal to Various Classes In the handling of radio receivers in their various forms on a profitable basis the talking machine dealer is faced with certain problems which, while not really serious, require good merchandising sense in their solution. He is persuaded to go into the handling of radio on the basis that he has a definite following among the musical people of his town, enjoys entree to their homes, has an establishment that is ideal for the demonstration of radio receivers, and knows how to sell music and music-producing instruments. The very fact that he has on his books a definite list of customers may prove embarrassing unless he uses good judgment in making his radio appeal to those same customers, for more than one dealer has suffered a more or less heavy loss on a radio sale for the reason that he has been persuaded to take in exchange for a combination radio phonograph a straight phonograph which has been hard to resell at a fair price. Classifying the Appeal A talking machine dealer who has been quite successful in handling radio and who has. avoided the accumulation of a profit-killing assortment of used instruments has devised three distinct avenues of approach in placing his radio receivers before prospects and customers. To the owner of an upright phonograph in which it is not easily feasible to install a radio receiving panel the dealer talks the separate receiver complete in itself, either equipped with its own loud speaker, or with a loud speaker unit for attaching to the talking machine tone arm, which provides the argument for the retention of the old machine. When the customer is the possessor of one of the newer console models the dealer centers his sales talk on one of the radio receivers in panel form specially designed for installation in cabinets of that type, and persuades the customer that he is really saving money by utilizing the receiving unit and retaining the talking machine and its cabinet intact. Then comes the prospect who has been' importuned on numerous occasions to buy a talk ing machine and a supply of records but has held off. Here is found the real field for the exploitation of the combination talking machine and phonograph, for to him such a sale means a clean sale without any occasion to take back an old and often unsalable instrument. Should the combination not appeal to the prospect it is often possible to sell him some complete receiving unit of one of the recognized types. Keeping Exchanges at a Minimum It does not require a great deal of effort to classify the several groups of customers and prospects and the trouble that is saved by such classification is well worth the effort. There are times, of course, when the dealer will find it profitable to make an exchange proposition to the customer provided he can give a low allowance on the used instrument and get a good price for the combination, but there are other occasions when a poor exchange can wipe out all the potential profit of the new sale. Not so very long ago a dealer called the attention of one of his customers to a new combination selling at $350. This same customer had only a half year before purchased a console phonograph at a price approximating $200. The customer was interested in the radio outfit and agreed to buy it with the proviso that his other machine be taken in exchange. The dealer stretched his allowance to $125 as a concession, but the customer demanded that he be allowed the full price he paid for his phonograph. "I'm certainly not going to spend $75 for the privilege of having used the machine for six months" was his declaration. Although the dealer did not allow the full amount as demanded, the compromise arrangement was unprofitable to the dealer and, moreover, not satisfactory to the customer. Such a sale would be better unmade. Keeping Old and Building New Business It is conceded that the average talking machine dealer taking on radio still plans to continue in the talking machine business, to which he has devoted at least several years. Likewise, it is conceded that he is going to look for radio business from the customers and prospects of his talking machine store, and it will FELT Satisfaction Permanent patronage is invariably the result of satisfaction. Leading manufacturers of talking machines continue to favor us with their orders for turntable felt year after year for one reason and only one reason —satisfaction. Other manufacturers may be interested in knowing about this source of felt supply. An inquiry will receive careful attention. AMERICAN FELT COMPANY 211 Congress St., Boston 114 E. 13th Street, New York City 325 So. Market Street, Chicago require good business judgment to follow out both programs. Simply to make a radio canvass of a full list of talking machine customers will unquestionably lead to complications, for what will appeal to one customer may not register with another. Just as the dealer seeks to sell a $50 instrument to one customer, and a $350 model to another, so he must differentiate when going after radio sales. The division of customers and prospects into three classes may not work in every instance, but it at least affords a basis on which the dealer who is on the job and knows his clientele can divide his sales appeal. By offering the radio panel unit to the owner of the modern console phonograph, or the upright phonograph designed to take such a unit; by offering the separate and complete receiver unit to the owner of the upright model who can be persuaded to retain his phonograph and use it as a loud speaker; by offering to the new prospect his choice of either the combination phonograph or the separate radio, the dealer in this way getting the most out of each field without embarrassing comebacks. The Clean Sale Spells Profit There is no question but that the trade-in problem is going to grow in the talking machine trade, for it cannot be entirely avoided. In some cases a good exchange proposition can be made profitable either in dollars or in good will and plans can be developed for moving the used instruments thus accumulated. It is the clean sale, however, made for either cash or instalments, but without any exchange, that insures the proper net profit, and any method that will insure and expand these clean sales is worthy of consideration in the development of any merchandising policy. Nyaccoflex Radio Introduced The New York Album & Card Co., New York and Chicago, manufacturer of the Nyacco line of talking machine record albums, which entered the radio field last month with the introduction of its Nyaccoflex combination radio-phonograph, has gone further into the field through the production of a separate radio set called the Nyaccoflex. The new set contains the same distinguishing features of the set used in the combination but is encased in an artistic table cabinet with slanting dial board. It will be merchandised principally through the talking machine trade. Max Willinger, president of the company, recently concluded a trip through the Middle West in the interest of his new products. He reports that they were well received wherever shown and that a substantial volume of orders for them is being received at both the New York and Chicago factory headquarters. New Manager at Shartle's Meadville, Pa., October 7.— Miss Rose Stevenson was recently appointed manager of the Edison phonograph department at Shartle's store, opposite the Academy of Music, Chestnut street. Miss Stevenson possesses a wide experience in the retailing of phonographs, having been in the business for eight years. She intends making a personal call on all Edison owners in the city. Has Changed Its Name Indianapolis, Ind., October 7. — The Phonograph Corp. of Indiana, Edison jobber in this district, recently changed its name to Edison Phonograph Distributors Co.