The talking machine world (Jan-June 1928)

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TROGK'S RICE Plan Wins USTOMERS Quoting the Complete Price Reduces Sales Resistance of Buyers of Radio Receivers By Frank H. Williams CAN you quote complete prices to your customers without having to stop and figure up the total costs? Can you tell customers, offhand, just how much the set will cost, how much the tubes will cost, how much the B batteries will cost and how much everything else connected with the proposition will cost? Carl G. Strock, of Santa Ana, Cal., can do all this, and he finds that his ability to do it is a big asset to him in business. All Prices Are Listed Not only has Mr. Strock listed all these prices for every set he carries in stock, but he goes a step farther than this — he has the complete price lists plainly lettered and placed on the walls of his radio department where every visitor can see the prices for himself. "In the first place," says Mr. Strock, "I have found by experience that with my customers it makes a rather bad impression when I tell them that a set is priced at $250, for instance, and then ask them to buy $70 or more of accessories after they've bought the set for the first price. This sort of thing used to seem to make customers feel that something was being put over on them. They seemed to feel that the price first quoted them was deceptive and that it wasn't the real price at all. "This new plan, then, lets the customers see everything for themselves. They can look at the price lists on the walls of my department and see for themselves just what the total cost of the set is. And this is tremendously helpful in creating a feeling of confidence on the part of the public for this establishment. A Time Saver "In the second place, this proposition is a great time saver. You know how it is when people price sets in so many radio stores and ask what the prices of the sets are complete. The dealer at once gets out pencil and paper and does a lot of figuring. Even after jotting down the various figures he may not be sure he's right and may go over them several times. This takes a lot of time and may scare the customer out. When the customer sees a lot of figures being put down and realizes that the figures represent money that he must spend, he's apt to get scared and shy away from the proposition. Also when the dealer or the salesman takes so much time figuring up the cost on each set it means that the efficiency of the store or department is cut down just that much. Too Much Emphasis on Price "In the third place, where prices are, seemingly, kept secret and where the dealer or salesman has to do a lot of figuring when the customer asks for a price it is apt to be the case that too much emphasis will be placed on price. In other words, a large part of the time devoted Dulce Radio Talking ft Get In On These RADIO PROFITS WITH radio almost universal, it's easy to include a Dulce-Tone in every talking machine sale— and you might as well get that extra profit. Or sell Dulce-Tone to former talking machine buyers. Dulce-Tone makes an ideal loud speaker of any phonograph, and it fits any make and any radio set. Simply set the talking machine needle in the Dulce-Tone reed, plug in, and you have the full volume, the beautiful clear tone that only Dulce-Tone and a talking machine can give. The General Industries Co. Dulce'Tone Division Formerly named The General Phonocraph Mfc. Co. Elyria. Ohio hine Speake Fully guaranteed Fits any radio to the sale will be spent in discussing price. "Now I feel that it is rather bad business to spend too much time talking about the price of the radio. The more you talk about price the more the customer is impressed with the idea that a lot of money is involved in the proposition. And the more he becomes convinced that he is being'asked to spend a lot of money, the more he is apt to shy away from making the purchase. Waiting Customers "There is another angle to the proposition that is worth while. Suppose there are several people in the radio department waiting for demonstrations or service. Suppose the salesman is so busy he must keep some of them waiting. If this is the case the people who are waiting will find it interesting and profitable for them to look at the price placards on the walls of the department and to note what the costs of the various items are and what the complete cost is and all that sort of thing. This makes it possible for the customers to find the radio that represents the amount they feel like paying. Consequently when the salesman does get to them they are all set, ready to buy, and it is just that much easier to make sales." Three Bremer-Tully Jobbers Appointed Chicago, III., May 5. — The Bremer-Tully Mfg. Co., 520 South Canal street, ^this city, manufacturer of the Counterphase radio receiver, recently announced the appointment of the following distributors of Bremer-Tully products in their respective territories: Granzow Bros., Dayton, O.; Odell Hardware Co., Greensboro, N. C, and the Richmond Hardware Co., Richmond, Va. George Soule Joins Pacent Electric Co. Appointment of George Soule, well known in the music-radio industry through New England and the Middle West, as assistant sales manager of the Pacent Electric Co., New York, was recently announced. Mr. Soule has been engaged for the past six years in the electrical field in both sales and engineering capacities. The Mohawk Radio & Electric Store, Syracuse, N. Y., recently filed a petition in bankruptcy with liabilities of $12,443 and assets of $2,187. 8