The talking machine world (Jan-June 1928)

Set Record Sales Quota Geo. P. Ripper Assigns Quota of Records to Every Machine Sale and Finds Plan Keeps Disc Sales Up to 10 Per Cent of Business By Roy George PHOENIX, Arizona, is the scene of one of the finest exclusive Brunswick shops to be found in the country, and due to the exceptional management of Geo. P. Ripper, who opened the store less than three years ago, an unprecedented volume of business has rolled up for a town of 50,000. The entire Salt River Valley is served here, which is one reason for the exceptional success enjoyed; a good location and live methods account for the rest. Believes in Exclusive Line "I was firmly convinced when I came to Phoenix," says Mr. Ripper, "that there was a field for the exclusive line, and every month of my experience has deepened the conviction that the greatest mistake of the talking machine world has been to clutter it up with a lot of other things." Mr. Ripper showed his confidence in the exclusive shop by securing a location in the very best business section of the city and then fitting it up for the proper display of the Brunswick line. Six comfortable demonstration rooms with sound-proof partitions afford every facility for the customer's convenience in making his record selections and comparing the various machines, while an adequate sales force, exceptionally well trained in the facts behind the business as well as in the technic of displaying the wares, moves about the salesroom at the service of the customers. "I try to give my organization adequate training in the essential facts of such wonders as Light-ray recording and electrical reproduction," says Mr. Ripper, "so that they can answer intelligently such questions as are asked, or may even briefly introduce a matter of interest when the occasion demands it, but they are especially trained in deftness in the mechanics of display. "It is most important that when the record is placed and the customer is waiting, there must be no delay, no shifting, no uncertainty as to what it is nor of the artist's name. The attendant must be ready at the first sign of impatience or of questioning on the part of the customer and his wants must be anticipated. The instrument must be stopped for the purpose, not of making an explanation, but of getting the customer's next order. But when a customer is satisfied to listen the attendant is trained to efface herself by relaxing and listening, too. The benefit of this training is for its effect on the sales people. It keeps them keyed up." Records on Approval Mr. Ripper is an enthusiastic supporter of the sale of records on approval. Not only does he approve and practice the method, but he has records to show that it has paid, and by "records" is meant book records. "We require no particular form of procedure on the part of the customer," said Mr. Ripper, "but we do require the cash for every record taken out unless the customer is on our credit list, of course. In that case, we charge him for the goods in full, and see to it that he understands this to be the case. We then allow him to return any part of the purchase, up to two-thirds, after keeping them out for three days. "The result is just as you might expect. Twothirds of the goods are returned. But it facilitates the sale of the one-third that stays out and stimulates the sale of records by fully 50 per cent. The psychology of selling records demands that the customer must have a margin of time and a margin of selection; the margin of selection can be best given him at the shop, of course, but the margin of time can be most economically arranged at his home, where the attendance of a sales person is not necessary. My experience has been that the average customer can be satisfied with a margin of selection equal to twice the amount of his purchase; or, in other words, he can be permanently satisfied with one record in three, and we have never had a single instance of damage done to the other two which he returns." Setting a Sales Quota Primarily Mr. Ripper's organization is concerned with the sale of machines, and he carries as fine a line of Panatropes as there is to be found in the entire Southwest, yet he makes (Continued on page 11) New Line of OUTING Portable Phonographs Latest Offering by the Makers of Nyacco Products New Baby Outing $12.00 List New Junior Outing $15.00 List Jobbers — Write for Special Quantity Discount New Senior Outing $25.00 List NEW YORK ALBUM & CARD CO., Inc. Established 1907 64-68 Wooster Street, New York 4