The talking machine world (Jan-June 1928)

The Talking Machine World Vol. 24. No. 5 New York, May, 1928 Price Twenty-five Cents Scrap Your Smoked Glasses THE trade outlook is bright; better than it has been since radio became a factor in retail activities. Reports from all sections denote a quickening of interest. Sales of talking machines increase steadily. High and low-priced models move at a more than satisfactory rate. Portable phonographs grow in popularity by leaps and bounds. Dealers are reaping a harvest from the sales of these instruments. Record sales were never better, and there is no let-up in the demand in sight. Radio set sales are bringing substantial profits to aggressive dealers. Consumer uncertainty regarding radio has been largely dissipated. Stabilization in radio is rapidly becoming a certainty. The Federal Radio Commission is functioning efficiently and the "chaos" in broadcasting is, to some extent, history. Programs have never been better. The Silver Lining Every Dealer Should Read These Articles Set Record Sales Quota — By Roy George (Page 4 fundamental principles in retail selling. Theories that look well on paper will not do the trick. Reduced to a simple formula, retailing consists of buying right and selling at a profit. Buying is easy once the right lines are selected. But select carefully. Handle merchandise with the least sales resistance. That means standard products made by reputable manufacturing organizations. Stay away from the unknown, unless the men behind the product are known for their integrity and ability and the line is distinctive enough so that you have a fair chance to light for business in the face of the keen competition existing at the present time. Record of the Month Club PlanBy C. H. Mansfield (Page /o Profit Winning Sales Wrinkles A Budget of Sales Building Ideas (Page 14 Selling LatinAmerican Field Successfully — By John Lilien thal (Page 16 Making Your Windows Work Overtime Practical Window Display Tips (Page 22 Know Your Radio Line to Build Retail Success — By P. D. Fah nestock (Page 24) Operation of AC Tubes and Socket Power in General By Dr. Alfred N. Goldsmith (Page 28) These are facts and they have a bearing on the prosperity of the retail trade: Talking machines, both large instruments and portables, have been vastly improved. Methods of recording have kept pace witli machine development, and reproduction is practically perfect. Radio has made startling strides in the past year. AC sets have been placed on the market, simplifying operation and eliminating maintenance worries on the part of the consumers. This has reduced service calls on dealers, which in turn has cut service overhead, making possible a dealer profit. Battery sets continue in fair demand for the simple reason that there always will be a market for these products. Dealers have solved many of the profit-killing problems that were so worrisome in the past. They have learned by experience. In short, the entire stage, from manufacturing down to retailing, is set for big business throughout the present year. What the retail dealers of the country do with the opportunity that is theirs depends on the efficiency of their merchandising methods. The time has come to get back to See second last page for Index of Articles of Interest in this issue of The World 3 Strip for Action The time has arrived in talking machine and radio merchandising when salesmanship is the dominant factor in retail success. Order-taking is obsolete. Swivel-chair store management has gone by the boards. Intelligently directed sales promotion backed by energetic sales effort will bring home the bacon. In a few words: Advertise, circularize, demonstrate and sell. Get down to business. If the customer does not come to the store, go to the customer. If you don't a competitor will. Keep your salesmen, on their toes. If the business in the store is slack send them out to call on prospects. Another point: Watch overhead. Eliminate waste. Get rid of slow-moving stock. It can be done. Put your salesmen on the job. Assets are just as much tied up in immovable stock as they are frozen in slow paying and uncollectible accounts. Go after delinquents — hard. Make them pay. Slow-paying accounts are profitless. Get rid of them. Sell at a profit. Strip your business for some real action by getting rid of the deadwood. Pay real salaries to good salesmen. That is good economy. Make the best possible use of the manufacturers' sales aids. That also is economy and good sense. Yes, there is ample reason for optimism — but optimism must be backed by hard, intelligent work on the part of every factor in this great industry.