The talking machine world (Jan-June 1925)

May IS, 1925 THE TALKING MACHINE WORLD 123 FROM OUR CHICAGO HEADQUARTERS— (Continued from page 122) zations, with the aid of local newspapers, the trade press, Chicago Piano Club and other organizations. Among those who participated prominently was Harry D. Schoenwald, Chicago branch manager of the Thermiodyne Corp., and president of the Piano Club. Freshman Opens Chicago Quarters The Charles Freshman Co., Inc., of New York, manufacturer of the Freshman Masterpiece line of radio receiving sets, has just opened a direct factory office and warehouse at 327 South La Salle street, Chicago. The new office will operate under the direct supervision of S. Freshman, vice-president of the company. All sales in Central and Far-Western States will be handled from Chicago in the future. The trade in this territory will materially benefit by the fact that shipment of all sets will be made from the Chicago warehouse; a stock, sufficiently large to meet any emergency, will be carried at all times. Hudson-Ross Co. Moves Hudson-Iloss, Inc., wholesale radio distributor, formerly located at 123 West Madison street, is now in new quarters at 116 South Wells street. The firm was established three years ago, and according to Robert Himmel, president, has made such rapid strides that in order to continue giving maximum service to dealers it was decided to acquire more commodious space. The firm has extended an invitation to mid-West dealers to visit the new address and note the strides which are being made in the merchandising of radio equipment. N. A. Fegen Off to Pacific Coast N. A. Fegen, sales manager and secretary of the Zenith Radio Corporation, left Chicago about the first of May for a tour of the Pacific Coast. He plans to spend several weeks in California, Oregon and Washington, studying business conditions affecting the radio industry. Mr. Fegen, in taking this trip, is carrying out the Zenith policy of keeping in personal contact with the field, and bringing about a closer co-operation between the manufacturer, dealer and distributor. He intends to obtain an insight into trade conditions, dealer's and distributor's problems and gather sales slants not obtainable in any other way. The material which he will gather will be placed at the disposal of other dealers and jobbers and used to advantage in the formation of sales plans and ideas. A. E. Nelson in Charge A. E. Nelson, formerly of Moline, 111., assumed the management of the Stone Music Store, 6747 Stony Island avenue, a few weeks ago, succeeding Thomas B. Stone. The shop is located in one of the best business sections of I he city, in the center of a rapidly developing neighborhood. A complete line of Victor talking machines, records, pianos, sheet music and musical merchandise is carried, and, in addition, several lines of radio will soon be selected. Eric Palmer, of Freed-Eisemann, to Test Reception The Brooklyn Chamber of Commerce on its "Trade and Good Will Trip Through the Golden West" will never, throughout its 10,000mile journey, be out of touch with the happenings of the day, as an elaborate radio installation with additional loud speakers for each car is being put into the special train. Eric Palmer, of the Freed-Eisemann Radio Corp., will leave with the delegation on May 17, and he expects to listen in from tops of mountains and depths of valleys, from caverns and in forests, from trains and from automobiles, so as to test Summer radio reception from every possible vantage point. The Freed-Eisemann Co. has installed a powerful receiving set in the assembly car of the train for the entertainment of the travelers. Brunswick Representatives Trained to Aid and Instruct Dealers in Selling Company Has Developed a Plan Covering Every Phase of Selling Brunswick Products, and Travelers Have Been Instructed to Spend Their Time in Helping Dealers Promote Sales Chicago, III., May 7. — All representatives of the Brunswick-Balke-Collender Co. have recently received instructions to spend practically all their time with dealers, to assist in placing active selling plans in actual operation. Before instructing its men to do this sort of intensive work, the company developed a complete plan covering every phase of retail selling. For months several of its representatives experimented with various methods of demonstration, and as a consequence a very excellent and productive system was evolved. So that every Brunswick dealer may have an opportunity to benefit from this plan upon an equal basis, special portfolios with full instructions have been placed in the hands of each representative of the Brunswick Co. This portfolio presents a quick practical sales drive, consisting of four definite and necessary steps. It is a complete effort, and step for step can be made to develop public interest, individual consumer interest, etc., to the point of closing retail sales transactions. The Brunswick sales division believes that the first and most important move is the proper sort of demonstration, because at this point the prospective purchaser finally is asked for a decision. "The Demonstration," contained in an illustrated book, is one that has been thoroughly tested and found to be most effective. The Urunswick salesman will not only discuss tliis method very fully with the dealer, but at the same time will conduct an actual demonstration before him and his sales organization. Recognizing that some dealers have not as yet built their prospect lists to the degree where they would like to have them, the second step in the presentation is a tested direct-by-mail campaign. This unit, too, is most complete, and the representative not only places before the dealers a very excellent direct-by-mail series, but explains a definite method by which the scries can be productively used. The third item in this complete retail sales campaign is entitled "Follow-Up By Canvass." In this part of the plan the Brunswick representative is not only equipped to assist the dealer in mustering his canvassing forces, but also to be of real assistance to him in planning the schedule and follow-up which is most eminently suited to his individual needs. Full recognition is of course given to the fact that dealers in some locations must necessarily have to handle this matter differently from those situated at other points. The canvassing plan outlined can be operated at a real profit, and facts and figures will be placed before the dealer which will demonstrate that this particular method can actually be used more economically than that of just having outside solicitors operate upon a broad and indefinite basis. The fourth step presents newspaper advertisements that are available to all Brunswick dealers, without charge. This advertising can be used to create public interest in the dealer's store; and the Brunswick representative will effectively illustrate just how the beginning of this public interest, by advertising, and the consequent abolition of sales resistance, is definitely linked with the problems of the canvasser, and of the representative of the retail store, who actually puts on the tested demonstration. This part of the plan is definitely linked up with the national advertising effort of the Brunswick Co. with the Saturday Evening Post, Pictorial Review, Ladies' Home Journal, etc. The fact is shown that newspaper advertising breaks the sales ground. It brings the prospect nearer to the closing point, and thus the sales follow-up, including the important directby-mail campaign and canvasser solicitation, carries the sale on up to the point where the' demonstration will actually clinch it. This complete practical sales drive is proving of vital interest to Brunswick dealers, for it contains no theory and is based entirely upon thoroughly tested methods. The story is unfolded in its logical way, and the entire plan demonstrated for the approval of interested dealers. The Radio Development Corp., Wilmington, Del., was recently incorporated at Dover, with a capital stock of $3,000,000. A popular cabinet as shown above — 38 in. wide, 22 in. deep, 35V4 in. high. Four doors. Veneer stock, 5-ply striped mahogany. Handsomely finished. With or without radio unit. Greater Sales Through Greater Values Secure a larger share of the public demand for the Combination Radio and Phonograph by offering unusual values. Clemetsen Radio-Phonographs will attract the buyers of your locality. Their rich beauty and outstanding quality will draw the interest of your trade and make sales easy. Clemetsen Radio-Phonographs are equipped with high grade phonograph instruments, and have a radio compartment that any set will fit — taking panels up to 151/4"xl6%"x-G" deep. Can also be furnished with radio unit if desired. All are gracefully designed and richly finished, embodying excellent workmanship and select materials. Our aim is to give the trade something better at a reasonable price, and the popularity of Clemetsen Radio-Phonographs has proved our success. Ask us for the facts. Let Us Send You Our Catalog and Trade Prices on the Complete Line of Clemetsen Radio-Phonographs Anton Clemetsen Co. 4223 W. Lake St., Chicago, III. RADIO gag