Music Trade Review

Issue: 1929 Vol. 88 N. 10

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Xing Keeps
Radio buyers
8OT E. 7«th Street
CHICAGO
Fsbruary
8th
l e e s .
"BJICLOSED PLSA 3B 7IND CHICXt
MORE rot- tvary friend's n Ana you send u
c a r l «ho may b> thlnlcln. o f purchasing
t h a t «e i lell them,
•all.
a cbe ck w i l l be foi warded to you by return
1 5 00 on anj radio a«t from |10O.
to (200. n«t.
E
10.00
H

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over E78.
TALK RADIO 1HIHBVBR KOU UAY B*.
FOR TIPS.
AEK tOUB rBIKKW
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SATISFIED
uusio SHOT.
KH1L3
By A. R. OBOLER

to you.
HERE is much said for and against
service and its cost so far as the selling
of radio is concerned, and the great
fallacy appears to be that the majority
of dealers regard service in too narrow a light.
In other words, they apply the term service
only to the work of making repairs and adjust-
ments when customers complain about the
operations of their receivers and do not view
it from the more profitable angle of seeing that
the receivers are in first class operation before
the customer has a chance to make a complaint.
An excellent example of the manner in which
customers may be followed up by the radio
dealer to his own advantage and without wait-
ing for complaints is offered by the King Radio
Co. of Chicago, which, in slightly over two
years, has become one of the prominent radio
houses on the south side of that city. The
reason, declares Harold Horwich, head of the
company, is that every customer is followed
up consistently after the sale is made. The
company sees to it that his receiver is giving
satisfaction and the result is that the bulk of
the new business comes from leads furnished
by old customers and is often brought in di-
rectly by those customers or at least strongly
influenced.
The methods of the King Co. are in no sense
haphazard, but a complete service record is
kept of each transaction from the moment de-
livery is made. The service slip (illustrated)
is perforated into three sections, one of which
the customer gets, one of which is the service
man's report, and the third of which is a house
record.
Upon delivery of the radio the house record
section goes into a file under the customer's
name. After any future calls the service report
is filed, together with this original record, so
that the status of that particular customer's
service record is always available to settle any
misunderstandings or complaints that might
arise. "There is no guesswork about it," said
Mr. Horwich. "By referring to these car*ds we
T
know just what service has been given gratis,
what service has been charged for, and just
what the condition of the set was when last
examined. No man takes an unreasonable atti-
tude very long when the facts of the case are
spread before him in this way."
Every few months a letter (illustrated)
offering an interesting commission for set pros-
pects is mailed to the customer list. This letter
offers from $5 up for each sale made as a re-
HOME DEMONSTRATION TICKET
Name
Address
Phone
Set Demonstrated
Speaker
327
326
.
371A
Serial No.
l_Serial No
380
MO
Cabinet
Serial No.
on demonstration only and
purchased and fully paid fo
the property of the King Radio Co. until
U purchase the above mentioned equipment if not s*tisf«to
Patrons Signature
Salesman Signature
.
.
suit of the recommendation. In order to pre-
vent ajiy misunderstandings, the letter further
states all the conditions upon which the com-
mission will be paid: the sale must be made
within 90 days and the name must not already
be in the concern's prospect file. According to
Lawrence Strauss, in charge of outside sales,
the response from this sort of campaign has
been very gratifying. In the month of March,
out of 500 letters mailed, there were 100 re-
sponses, resulting in seventy-five sales. And
the business developed in this way has been, for
the most part, very easily closed, as the custom-,
ers' prospects were generally "qualified" pros-
pects in the full sense of the word, having
heard the radio in their friends' homes.
Date
Name
Electric Set •
Trouble Report
Date
Phones, Triangle 5448 - 9
Date
Phone_
HOUSE RECORD
KING'S RADIO COMPANY
809 E. 79th St.
Complaint or Instructions
,
(This Ticket Must Be Returned to Our Files)
RADIO SERVICE REPORT
Battery Set •
?01A
Tubes
The particular neighborhood in which the
King store is located is a rapidly growing one.
To let the newcomers know of the existence
of their concern, the King Co. has been getting
the names of all new arrivals from the local
real estate companies, and has been mailing to
their people a letter of welcome. Sent in an
inviting envelope, this little courtesy has at-
tracted a great deal of trade which ordinarily
would not have been developed.
For example, phone calls are frequently re-
ceived from people new in the neighborhood
asking for a service man. Investigation gener-
ally proves that it was from the "welcome
letter" that the customer got the firm's phone
number; many new contacts, and, resultantly,
new sales have been made in this way.
"Furthermore, we give this list of names to
our outside sales force," said Mr. Strauss.
"People, on moving, sometimes either leave
their old obsolete set behind or shove it off into
a corner in the new apartment without hooking
it up rather than mess up the place with wires
and batteries. By calling on such people, after
the way has been smoothed by the 'welcome
letter,' our men have been aBle to get sales
which ordinarily would not have come our way.
"And, talking of follow-ups, I wonder how
many dealers make use of their outside service
calls as a source of new business? By that I
mean how many, when they get a call from a
non-customer for batteries and so on, send a
salesman around with an offer of an AC set
for free trial? That's one place where our
policy of keeping a service file serves us well
Periodically we go through this file and pick
out the cards with legends like 'Recharge bat-
tery,' 'Check eliminator,' 'Test B's' and so on.
Our salesmen call on these people—they have
no difficulty getting a hearing after introducing
themselves as 'from the radio store that serv-
iced your radio'—and try to place a new set
on free demonstration.
"The sales argument used to get this free
{Continued on page 21)
Name
Address
Charges $
Name .
Address.
Phone .
Material Out
Signature of Service Man
Service Charge
Material
Total
N?
Customer's Signature on ap-
ALL CHARGES MUST BE CASH
proval of work and price,
468
Signml
THIS TICKET MUST BE SIGNED AND FILED
THIS IS YOUR RECEIPT
No adjustments will be made without it
463
N?
8
Service Man.
Material In
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
© Evuing Galloway
Saved
by Watching
Freight Rates
By FRANK BATES
Traffic Manager, Sherman, Clay &. Co.
Pacific Coast Representative, Traffic Bureau, National Association of Music Merchants
In the following article Frank Bates, traffic man-
ager for Sherman, Clay & Co., gives for The Review
a summary of his activities in the transportation
world affecting the music interests. He also de-
scribes the duties, facilities and functions of the
traffic department of a mercantile establishment.
Very few music houses are in a large enough way
of business to maintain a traffic department, but
the whole music trade in California has benefited
by the activities of the Sherman, Clay & Co.'s traf-
fic department. According to Mr. Bates, eternal
vigilance is the price of low ft eight rates.
Through the medium of the traffic department
of Sherman, Clay & Co., Mr. Bates has continually
striven to effect not only greater savings in trans-
portation costs, but also to bring about closer co-
operation between curriers and receivers on claim
policies, and he has always supported all propa-
ganda which had for its ultimate result the short-
ening of time in transit between shipper and re-
ceiver of all consignments, whether express, rail or
steamer freight.
Although the individual dealer may not be
in a position to maintain a traffic manager or
a traffic department because the volume of his
business docs not warrant it, he should never-
theless be interested in the traffic problem and
its importance and lend his assistance to such
activities as the various trade associations carry
on with a view to protecting his interests in
the matter of classifications and rates on vari-
ous sorts of merchandise. A classification
change, or rate increase, which may mean little
on one piano, phonograph or radio, amounts to
a tremendous sum when multiplied with the
number of units shipped each year, and every
such proposed change should be watched care-
fully by a competent traffic man.
T
O go back to the year 1923. As a mem-
ber of the standing Rate Committee of
the Central California Traffic Association,
I represented the music trades from a rate
standpoint, and a tentative schedule was pre-
sented to the Panama Canal Lines following
the very disastrous rate war of 1922. Many
of the rates of the steamship tariffs to-day are
the result of the findings of this Committee.
In March, 1925, I was personally responsible
for an investigation which ultimately resulted
in a reduction of the westbound rates in less
than carload shipments of brass, wood-wind,
string instruments and music instrument cases.
Reductions in almost every instance amounted
to 33 T A%. The Transcontinental Freight Bu-
reau under their Docket 5746, which was the
legal form of procedure to handle such peti-
tions, presented the following basis of rates:
In effect at time of application: A 11.10; B
10.80; C 10.50; D 10.20, and E 9.80.
Requested by the undersigned: A 8.35; B
8.10; C 7.90; D 7.65, and E 7.50.
Rates published: A 9.00; B 8.25; C 7.87; D
7.50, and E 7.50.
In the same month, as a member of the Rate
Committee of the Pacific Radio Trades Asso-
ciation, and due entirely to the activities of
this Committee, the California Railroad Com-
mission in their case C R C-2097— I C C I & S-
2336, rendered a decision to the effect that
radio receiving sets, or radio receiving sets and
talking machines in the State of California,
should only be subject to a rate of single first-
class on these commodities. California is the
only State that enjoys this distinction.
In January, 1928, in conjunction with the
Western Traffic Conference, and Music Trades
Association of Northern and Southern Cali-
fornia, the writer succeeded in having the
steamer rate via the Panama Canal on pianos in
carload shipments reduced from $1.25 to $1.10
per hundred pounds, under contract. This con-
tract has been extended to December 31 of the
current year.
As a member of the Rate Committee of the
Western Traffic Conference, I supported a peti-
tion to the United States Intercoastal Confer-
ence, which resulted in a reduction of the car-
load rate by steamer of sheet music and music
books from $1.25 to $1.00 per hundred pounds,
as well as a reduction in the carload minimum
from twenty-four to twelve thousand pounds—
which reduction became effective in July, 1928.
In conclusion, I wish to emphasize the fact
that during years of experience, have found
common carriers, both rail and water, willing
to co-operate with all shippers and receivers
of freight, be they music merchants or in other
(Continued on page 25)

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