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By DEVELLE THATCHER
Headquarters of the Nederman Music Co.
T
O dominate in the retailing of radios in
a city the size of Kansas City where u
cut-price drug store sells forty dollars
under list—to consistently secure the
greatest volume of radio business and yet de-
mand double and triple the down payment
asked by competitors—to sell over 500 Majestic
radios a month and yet be located thirty-five
blocks south of Twelfth street, the main busi-
ness highway—is a real merchandising achieve-
ment. Vet this has been and is being accom-
plished by the Nederman Music Co., 4700
Broadway, Country Club Plaza, Kansas City,
Mo.
Why do the people of this city buy from a
surburban dealer who insists on a down pay-
ment of at least $25, who offers
no price inducements and who
is selective in his choice of cus-
tomers? How has Nederman
convinced the public that his
store is the place to buy that
radio set when dozens of re-
liable dealers are handling the
same brand?
Paul Nederman has been in-
terested in retailing radios only
for the past year and a half,
yet the distributors say bis vol-
ume of business is greater than
any other dealer in town, including those who
have been establishel here for more than a
quarter of a century.
Merchandising with price as the greatest ap-
peal has demoralized business all over the na-
tion insofar as the independent dealers in all
popular commodities are concerned. But the
merchandising methods of Nederman's offer a
striking and most pleasing contrast.
Not how cheap but how good is the whole
keynote to Nederman's success. This policy,
summed up in a hackneyed slogan, may sound
trite, but it furnishes the stepping-stone from
which his achievement has sprung.
Nederman set out to dominate the radio re-
taillrjj field on a pure quality basis and has
done so. To do this in any field requires the
finest type of initiative, alertness, courage and
unlimited enthusiasm.
These qualities Paul
Nederman possesses.
It is difficult to qualify his success by naming
two or three outstanding features of his mer-
chandising methods, as the fabric of his accom-
plishment is really the result of weaving into it
all of the various colors of threads of progress
that go to make up an interesting design. How-
ever, two main factors might be picked out
which probably largely compose the pattern
from which his success has been cut. They
are, broadly speaking, advertising and service.
So often it happens that so many dealers
handle ihe same make of radio set and when
they place their cards around the main ad of
the manufacturer the reader is confused. The
prospective customer generally chooses either
the firm he is most familiar with or the firm
that is nearest. But Nederman believes that
"Majesties are Majesties, but only at Neder-
man's do you receive all these advantages."
And he is selling the entire city on the idea of
trading at his store—and cites ten reasons why.
"(1) Our service does not stop with instal-
other of the better popular radios that by a
side-by-side comparison you may insure the
happiness of your selection.
"(9) Every set is insured for its full value
until completely paid for without extra cost to
you. This protects your investment.
"(10) Ours is a friendly institution. We pur-
pose to make your transaction comfortable and
happy. You will experience an inexpressible
pleasure in buying from us. Your satisfaction
will be priceless."
Then in bolder type: "Phone WEStport 4271
for a home demonstration." The ten points
are set in a sort of shield design border which
rests to one side of a half-page of space which
is filled with a five-line "continuous" style ad
copy which states:
Majestic,
Electric R a d i o , Nederman
Music Co., Radios and Mason
& Hamlin-Knabe-Chickering-J.
E. C. Fischer-Marshall & Wen-
dell and Ainpico pianos, 4700
Broadway, Country Club Plaza,
Phone Westport 4271. Some of
these lines are too long to fit
in the half-page space so the
next "bank" down shows this
ad in another position, the
front part cut off and the latter
part showing more of the copy.
This serves as a good background; at the same
time indelibly links the name of Majestic with
Nederman. When the public thinks of Majestic
Nederman hopes it thinks of the Nederman
Music Co. at the same time.
The firm's entire sales program in regard to
the merchandising of radios revolves around
and is imbedded in these ten major points. If
you want to know the how and the why of
Nederman's success in radio selling just care-
fully consider these ten points. Don't they
cover every possible point of sales resistance in
the customer's mind?' The ad sells them on
why they should trade at Nederman's. Page,
half-page and quarter-page ads cost money, but,
although Nederman heretofore has spent but
a scant few hundred dollars in advertising, the
result of his publicity campaign this year has
sold him on the necessity and value of aggres-
sive and judicious advertising.
Most ads of radio dealers stress price, small
down payment and low terms.
Nederman
stresses reliability, quality service, convenience
and square and pleasant dealing.
The company spends 5 per cent of the gross
(Please turn to page 25)
Although located in a suburban district, good
advertising and live merchandising have
brought the Nederman Music Go. a great vol-
ume of sound radio business in competition with
downtown stores, cut prices and long terms
lation. Trained radio technicians are at your
constant call to keep your radio in steady satis-
factory performance.
"(2) Aerials are installed for home demon-
strations without charge or obligation.
"(3) Our stock of Majesties is so large that
just the right shade of walnut cabinet may be
selected to match the other furnishings of your
home.
"(4) We will accept in trade any radio,
piano or phonograph, making you the maximum
allowance. Our used department is not con-
ducted for profit—you will receive the full value
of your instrument.
"(5) Our prices are always complete, in-
cluding tubes and installation. There are no
extras. Even a complete radio log book is in-
cluded with each receiver.
"(6) Our terms are suited to your conven-
ience. We have no set, inflexible schedule of
payments.
"(7) Our studio-salesrooms, conveniently
located opposite free Plaza parking station and
open evenings, are furnished to simulate the
acoustical conditions of your own home.
"(8) In our studio-salesrooms are many