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DECEMBER 19,
1925
THE
MUSIC TRADE
REVIEW
How Chicago Music Merchants Build
Their Radio Sales Volume
A Summary of the Methods Which Have Proven Most Successful With the Leading Music Merchants of
Chicago in Developing Sales in Their Radio Departments — Merchandising Policies That Show
How This Section of the Music Store Can Be Developed and Widely Expanded
MONG those dealers who have succeeded
in establishing an efficient radio depart-
ment is the Cable Piano Co., which is
operated in conjunction with the phonograph
department under the management of E. A.
Croker. This company was among the first of
the music dealers to handle radio. After five
years of experience with the usual dealer prob-.
lems, now only one line is featured—that of the
Radio Corp. of America.
Thus, the service problem has been greatly
simplified. There is a manufacturer's guarantee
with every set sold, and if there is any me-
chanical defect in the receiver it is taken care
of by the Cable Piano Co. All service problems
are thoroughly covered in the "Conditions of
Sale" slip, which is signed by each purchaser
at the time of purchase.
Most of the business is brought in through
outside forces. The Cable Piano Co. is dealing
with a clientele that demands the higher-priced
instrument and intelligent service. Instalment
sales are made for one-third cash down and the
balance in six months, with the regular interest
charge on deferred payments.
The sale is generally on appearance of the
instrument, guarantee and musical quality,
rather than distance. No assurance is given of
receiving any definite distant station, as dis-
tance, it is explained, depends upon conditions
entirely beyond the control of the company,
such as weather, location of the instrument and
particular skill and patience of the operator.
No demonstrations are made in the home before
the contract is signed. Demonstration in the
warerooms is only to judge the musical qualities
of the reproducers.
The elimination of service problems, as ex-
plained by Mr. Croker, lies in the careful efficient
manner in which service work and installation
is done, and then in helping the customer to
understand exactly what he is entitled to under
the "Sales Agreement" at the time the pur-
chase is made. The service and installation
have been carefully worked out. The company
makes plain just where its responsibility begins
and ceases, and the customer is educated to
assume his part for the maximum performance
of the instrument. Service demands are reduced
to a minimum.
"Our service department is a unit in itself,"
said Mr. Croker. "The inen employed are grad-
uate radiotricians and their work must be done
perfectly. A complete detailed record of every
installation and service call is kept alpha-
betically and filed along with a report on the
condition of accessories and the location of the
instrument and any other characteristics that
might in time lead to service calls.
"Before the men are sent on installation all _.
accessories are carefully tested, identified and a
record made of the date, the distributor from
whom secured, and similar data. With perfect
equipment the service man then installs the set
and again carefully inspects it. A record is
made that everything is in perfect shape or the
contrary, and the stations brought in are re-
corded for future reference and filing. The
service man is not allowed to leave the installa-
tion without bringing in distant stations in
daylight and explaining the operation to the
customer. The customer's signature is then
secured to show that the work was satisfactorily
performed and completed.
A
"So that there will be a clear understanding
on the customer's part, a duplicate copy of the
'Conditions of Sale' form, is strung to the front
of the instrument. With this precaution, the
Conditions of Sale
To avoid misunderstanding your atten-
tion is called to the following con-
ditions under which Radio is
sold and guaranteed.
1. The Cable Piano Co. will deliver a
carefully tested and inspected instru-
ment, erect an aerial if agreed, hook-
ing it up to whatever facilities are
available.
2. Because there is no means of deter-
mining the kind of usage tubes and
batteries will receive we do not guar-
antee the life of either, but take every
precaution to avoid defect.
3. The small tubes used with all dry-cell
equipment are more sensitive than the
storage battery tubes, and they can
be easily damaged through incorrect
operation. Read the instruction book
carefully.
4. We guarantee the receiver against
mechanical defect for sixty days, pro-
vided mechanism has not been tam-
pered with or adjustment attempted by
someone other than a Cable service
man. Should the instrument be re-
quired to be returned to the factory,
this will be done with as little delay
as possible.
5. We do not guarantee reception of any
definite distant station on any radio
receiver regardless of the make. Dis-
tant stations depend upon elements
entirely beyond our control, such as
weather conditions, location of the in-
strument and skill and patience on
the part of the operator.
6. There is no charge for an inspection
of an instrument or apparatus pur-
chased of us when it is brought to
our laboratory at Wabash and Jack-
son and called for. Our Service De-
partment is always at your disposal
for the testing and correction of re-
ceivers, tubes and batteries in your
home at a charge of $1.50 per hour,
plus the material and supplies used
and transportation charges.
7. Purchasers are urged to carefully
study the instruction book. The
manufacturer has worked out the
proper method of operating the in-
strument and its care for your benefit.
CABLE PIANO CO.
Dated
Accepted
Per
, 19....
Cable Co. Sales Agreement
customer is certain to understand that the in-
strument is guaranteed against mechanical de-
fects, which holds good only in event the
mechanism is not tampered with or adjustment
attempted by some one other than a Cable serv-
ice man. It is definitely pointed out that there
being no way of determining the kind of usage
tubes and batteries will receive in the hands
of the customers, these are not guaranteed.
Every precaution is taken to avoid defect, and
this explained to the purchaser, so that he may
understand that the responsibility of the com-
pany does not extend beyond mechanical im-
perfection. The customer is repeatedly in-
structed to read and reread carefully the booklet
of instruction that accompanies the instrument.
Every tube is identified with its socket by means
of a secret code not visible to the customer.
In event tubes are shifted about, this is readily
detected and service is not rendered without
charge.
"Service is charged for at $1.50 per hour, or
$3.50 per hour for evening work, plus material
and carfare. The larger charge for evening
work is to encourage day work, because it in-
volves additional overtime salary for the service
men. As a complete record of all service is filed,
arguments and misunderstandings are eliminated.
When any work is done the customer must
place his signature under the heading work done
satisfactory. All calls for service are referred
directly to the manager of the service depart-
ment. No salesman is permitted or required to
attend to service or answer calls regarding it,
even though the call is a customer he sold.
"I have found that much is accomplished in
establishing a correct mental attitude on the
part of the customer through a truthful state-
ment of what can and cannot be done and ex-
pected. A standard, well-known line of superior
quality, positive guarantee, with emphasis on
the use of the instruction booklet, along with
other educational work, produces this effect and
eliminates unnecessary service and confusion."
The W. W. Kimball Co.
The W. W. Kimball Co. has a radio depart-
ment which carries the Radiola, Freshman and
Neutrodyne sets. Miss Ruth C. Strickland is in
charge. When the company added radio Miss
Strickland listened to the various salesmen and
noted the features of the various lines offered.
She gathered as much information as possible
from literature and other sources and then took
a course in the subject at the Coyne Electrical
School. In order not to get the salespeople
confused with radio technicalities, which might
occur in taking a full course, Miss Strickland
conducted a class for the salespeople, bringing
out only the most important points relative to
selling. This thorough training, from a sales
as well as technical standpoint, was to give a
good foundation in radio selling and at the same
time to meet the fan on his own ground when
the occasion arises. It also has a tendency to
establish confidence in the buyer and places
the salesman in a position to act as adviser, in
this way swinging the decision of the buyer to
rely on the salesman instead of continuing to
look around and become "more at sea" than
ever in regard to what set to buy.
The Kimball policy is also one-third down, bal-
ance from six to ten months, and interest at 6
per cent per annum on balance. In explaining
the sale and service question, Miss Strickland
said: "First, we try to find out how much
money the party can afford to pay for a set, so
that we will be in a position to determine just
what set would satisfy not only their desires
but the pocketbook as well. Then we endeavor
to sell them that receiver which is best for
(Continued on page 9)