The talking machine world (Jan-June 1925)

28 THE TALKING MACHINE WORLD May 15, 1925 Hurdle the Summer Slump With Portables There Are Real Profits in Selling Vacationists on the Idea of Taking Along a Portable — Don't Forget Auto Owners — Start Now What are the chances for bringing up the sales volume during the Summer? That is the most vital question before the dealers at this season. T h e period between May and the end of August is usually looked upon as a time when ittle may be expected i n the way of sales; in fact, so strong is this state of mind among a certain type of business men that practically no effort is made to move machines and records. It is true that the trade faces an entirely different sales problem than that with which it is confronted at any other time of the year and it is equally true that the thoughts of owners of instruments and prospects alike are turned to amusements other than music. It is vacation time and the public seeks pleasure. It is the season for fun out-of-doors. The Problem of the Dealer The main concern of the dealer is how he can break through these thoughts of outside pleasures and make the "going away" public realize the need for music on the vacation, week-end trip or picnic. Certainly the large talking machines are a little out of the picture with this portion of the public at this season, although, of course, the bulk of the population remains at home, with the exception of the usual twoweeks vacation period. Clearly, the answer lies in the portable talking machine and radio outfits, and dealers, consequently, will find that sales promotion campaigns in the interest of these compact little instruments will be most productive now. In the vicinity of every large city and many small towns there are pleasure resorts of some kind. Then, too, there are the people who own automobiles. Every auto owner is a logical prospect for a portable. The dealer has a powerful sales argument to use in selling portable instruments. In the first place, the portable is an excellent musical instrument. It is indispensable in the Summer cottage or Make 'em Dance to Portable Music camp. It furnishes the music for dancing and singing. It adds pleasure to the picnic, auto or boat trip. The great trouble seems to be that dealers have been selling the higher priced units and they do not seem to realize that there is a real profit in portable sales. Besides, portable sales can be made when the larger instruments do not move so well. And this also means an increase in record sales. Selling Portables for Cash In selling instruments to transients at the Summer resorts great care must be exercised by the dealer in granting credit. In fact, there is a good chance in many cases of closing the deal on a cash basis, for after all the average portable machine is comparatively inexpensive. Another factor in favor of cash sales This best seller retails at MODEL S-4000 5 volt Standard Base, Vi amp. Detector -amplifier with full, noise-free distortionless volume All models sold with a 10 day written guarantee OTHER MODELS RETAIL AT 5 volt— ^ amp. Standard Base Model S-200 Detector $3.00 Model S-700 Special Oscillator, Detector, Amplifierand Power Tube for all Multi-Tube sets . $7.00 3 volt— 1/10 amp. 'Miniature Base Model S-600 Det. Ampl $3.00 5 volt— 16/100 amp. Standard Base Model S-1600 Det. Ampl. Osc. . $4.00 3 to 4 volt — 8/100 amp. Miniauire Base Model S-8100 Det. Ampl. Osc. . $4.00 Talk about popularity! Schickerling tubes have simply stampeded the tube market. These are the ONLY tubes with the 4th element — the triangular plates that eliminate distortion and tube noises, so that D.X. stations can be heard more clearly. Sell Schickerling tubes with your radio sets. They make a good set better, keep your customers "sold", and are decidedly profitable! Write or wire today for dealers' terms SCHICKERLING PRODUCTS CORP. Executive Offices and Factory: 401-407 Mulberrv St., Newark, N. J. Chicago Sales Office: Consumers Gas Building, 220 South State Street Philadelphia Sales Office: Jefferson Building, 1015 Chestnut Street Authorized Phonograph Distributor'Uealer : RUDOLPH WURLITZER CO., 120 West 42nd St., New York City Mail orders filled from Newark factory or nearest branch office SCHICKERLING RADIO TUBES With the Stabilizing THandutdr Plates is that when on vacation prospects usually are in an expansive mood and can more easily be induced to pay cash. When a sale hinges on terms and down payment the references of the purchaser should be investigated before the machine and records are delivered. A dealer in the northern part of New York State last year placed a number of portable machines in Summer cottages, accepting a small down payment. In several instances when the next payment failed to come in when due, he journeyed to the stopping place of his customer only to find that both customer and machine were gone for parts unknown. In every case where an instalment sale is made it is wise to secure the home address of the customer and verify it. In this way only can the dealer follow up in his collection efforts. Window Displays During the Summer, especially, the portable talking machine or radio set is the dealer's best bet and because of this it seems strange that so few retailers recognize the advantage of making a consistent effort to sell. Rarely does one see a window display devoted exclusively to portables. Yet it is right at home that the dealer has his greatest sales opportunity. Vacations in most cases are anticipated and planned for long in advance. What better form of sales promotion is at the command of the There Is a Sales Idea in This for Dealers dealer than to bring home to these people who are looking forward to their annual outings the possibilities of adding immeasurably to the success of the vacation by taking along a portable. These instruments and their purpose during the Summer offer endless opportunities for unusual and strikingly effective window displays. One thing is certain, the portable will not sell itself. It must be brought to the attention of prospects, and window displays will do this. Selling Old Customers Portables Every dealer has a list of the customers to whom he has sold a talking machine and records. These customers are the best kind of prospects for portable instruments and the dealer has the advantage of being known to them. In other words, they know him and his store and they have shown their confidence in his merchandise and his store by their patronage. The dealer is or should be on a friendly basis with his customers. In bringing the portable talking machine to the attention of customers a salesman making personal contact is, of course, most effective. However, this is not always possible. The telephone and, last but not least, direct-bymail will also bring home the bacon. Now Is the Time to Get Busy At the end of this month the vacation season really starts and consequently now is the time to start the campaign. Waiting until the season is half over means that many potential sales will have been lost. Already there are signs of the usual Summer lethargy insofar as talking machine sales are concerned and it is time a strong effort were made to sell.