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14
THE
MUSIC
SPARKS-WITHINCTON CO. DEVELOPS PLAN
FOR PROFITABLE RADIO RETAILING
T
HE Sparks-Withington Co., manufactur-
er of Sparton radios, has recently de-
veloped a constructive plan for making
radio retailing more profitable, the plan
being based on a wide and thorough in-
vestigation.
Trained investigators visited the most suc-
cessful radio stores in the country. They
watched the sales methods of radio men who
make money both in good times and bad.
They wrote word-for-word reports of what
these men are doing to get business at a
profit.
Trained shoppers posing as typical pros-
pects went to the stores of other outstand-
ingly successful radio retailers. They raised
objections, brought on arguments, gave hun-
dreds of retailers in all parts of the country
a chance to do some first-rate selling. These
shoppers reported—word-for-word—the sell-
ing procedures of the men visited. Their
work required several months.
The plan for more profitable radio retail-
ing covers every main aspect of the radio
dealer's business. It supplies, for the deal-
er's own use, the facts about successful sales
management in a radio store. These facts,
drawn from outstanding stores in representa-
tive sections of the United States and Can-
ada, are presented in a clear, concise sum-
mary of the tested and proven methods of
successful dealers, on such vital points as:
correct policies on stock control, trade-in
allowances, time payments, home demonstra-
tions, outside selling—methods of analyzing
local markets and setting up sales goals—
how to find and hire good salesmen—how
to train salesmen and supervise their work
—how to build up prospect lists—how to
build sales through advertising and display
—how to make service profitable.
In addition, the Sparton plan gives the
dealer a simple and practical way of de-
veloping his employes and increasing their
sales ability. The actual selling methods of
successful radio salesmen are described fully
and accurately in a new Manual of Radio
Salesmanship.
With the salesmanship manual there is
also provided a 50-page demonstration port-
folio, based on the methods of successful
salesmen designed for practical use both in
the store and in outside selling. This port-
folio gives the dealer and the salesman a
forceful means of holding the prospect's in-
terest—backing up the salesman's statements
with visual proof—covering the strongest
selling points most effectively—and selling
the prospect on the advantages of buying
from a reputable and well-established radio
dealer.
To help the dealer put the plan into
successful operation in his own store and
under his own local conditions, he is given
a completely organized series of sales-meet-
ing guides. These guides are used by the
dealer in conducting informal, interesting
meetings with his employes.
IRVING ZUELKE MUSIC CO.
IN NEW MILWAUKEE HOME
ords, sheet music, player rolls, radio, pianos
and other musical instruments may be ex-
amined and demonstrated in these rooms.
The Zuelke store is featuring Mason &
Hamlin pianos; Silver Marshall radios;
Sparton radios; Brunswick moving pictures;
Martin band instruments, as well as a com-
plete line of sheet music and records.
Mr. Zuelke has been in the music business
in Wisconsin for twenty-four years. He
was born in Hortonville in 1884, and as a
young man worked for six years in his
father's bank before he opened his first
music store. In that first store he sold
pianos and sheet music and some of the
smaller musical instruments.
Irving Zuelke, of the Irving Zuelke Music
Co., has opened his new music store in the
new seven-story business building which he
has constructed in Appleton, Wis.
When his old building and music store
burned in 1928 Mr. Zuelke immediately be-
gan plans for erecting a new building on
the same site. His music shops occupy the
second floor of the building, and a piano
has been placed in the mezzanine floor over
the lobby so that musical entertainment may
be presented from time to time by local per-
sons. The location of this store on the
mezzanine floor offers good access from the
street and attracts traffic from the building
which is already well filled with tenants.
Four music shops have been installed,
arranged in the manner of a street. Rec-
MATHUSHEK PIANO MFG. CO.
79 Alexander Ave.
NEW YORK
NEW BRAMBACH CATALOG
ISSUED TO THE TRADE
There has just been issued by the Bram-
bach Piano Co. an impressive new catalog,
replete with information regarding the origin
of the Brambach instruments, and details as
to their manufacture, including the incorpo-
ration of the new "tone expander," which, as
its name implies, serves to increase the vol-
ume, depth, and quality of the tone.
The frontispiece of the catalog is a pho-
tographic study entitled "The return of
Franz Brambach," and indicates the shadow
of the original manufacturer hovering over
the modern Brambach instrument. One page
is given over to the description of the dis-
tinctly modern Brambach factory in New
York, and another to the Brambach instru-
ment. The final page bears testimonial from
TRADE
REVIEW,
January,
1932
prominent musicians regarding Brambach
piano quality. The only instrument illus-
trated in the catalog proper is the Style "B,"
but catalog inserts of the various instruments
made by the company are supplied to the
dealer for use and distribution. It is found
by this method that styles may be changed
without antiquating the catalog, and it is
possible for the dealer to show only those
styles in which the prospect will most
likely be interested, thus avoiding confusion
of thought and reducing sales resistance.
ASSOCIATES TO CONVENE
CHICAGO RADIO SHOW
The Board of Directors of the Radio
Wholesalers' Association and the National
Federation of Radio Associations have an-
nounced their annual convention concurrent
with and a part of the Chicago Radio-Elec-
trical Trade and Public Show to be held in
Chicago the week of January 18-24, 1932.
The two associations likewise announce
their official endorsement of the show and
the incorporation of this activity as a major
part of their merchandising program.
The Advisory Committee, which has had
this matter under consideration for some
months, reported its recommendation to af-
filiate with the Chicago Radio-Electrical
Trade and Public Show because of its belief
and that of the respective Boards of Di-
rectors that the radio distributor and retailer
must broaden the scope of his activities in
order to be successful.
This broadening includes the handling of
additional products represented by allied lines
such as refrigerators, washing machines,
electrical appliances of all kinds, vacuum
cleaners, clocks, etc.
The amount of space under contract by
both radio and electrical manufacturers al-
ready assures a thoroughly representative
industry show.
The show will be held all week at the
Coliseum and the convention meetings at the
Congress Hotel. They are as follows:
Monday, January 18: Registration, Con-
gress Hotel; Tuesday, A. M., January 19:
National Radio Rally, Congress Hotel;
Wednesday, A. M., January 20: Open
Forum for Jobbers, Congress Hotel; Wed-
nesday afternoon: Closed Membership meet-
ings, Congress Hotel; Wednesday night, An-
nual Banquet, Congress Hotel.
RCA-Victor Dealers Meet
The Taylor Electric Co., distributor of
RCA-Victor products, held a meeting of its
southern Wisconsin dealers at the Hotel
Racine, Racine, Wis., during December.
More than thirty retailers from Racine,
Kenosha, Delavan, East Troy, Oconomowoc,
Elkhorn, Lake Geneva and Sullivan at-
tended the meeting.
Want several hundred good used up-
right and player pianos. State price,
boxed or harnessed, your city, and
makes, finishes and sizes. Pacific
Music Company, 303 South Hill
street, Los Angeles, Calif.