Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW, SEPTEMBER, 1940
19
The Combination Business
•
• PHONOGRAPHS # • RECORDS • • RADIO-PHONOGRAPHS # #
Selling Combinations
not complicated says E. J. Hendrickson
Prospects who ask for console radios
are always interested in good music and
fine cabinets, otherwise they would ask for
a table model radio. A determined effort
should ALWAYS be made to demonstrate
a combination to such prospects—many
will buy combinations if properly ap-
proached and sold on the superior value
and greater versatility of the combination.
Tremendous increase in sales of com- quarter off full treble, or open, position. If
It is often desirable to demonstrate in
binations during the past eight years, and the room has heavy drapes, rugs, etc.,
the
home with selected records. Sending
particularly during the past three years, use the tone control wide open, and
an
instrument
to the home often elimi-
shows that 25 times as many instruments slightly reduce the volume.
were sold in 1939 as in 1932. Increase from
Try to play several selections without nates shopping with other dealers. The
1936 to 1939 was almost 700%, forecast- talking about the instrument itself, but if atmosphere is more quiet, and there are
ing a definite trend to increased volume the situation demands it, start by calling few interruptions. The home setting wiil
and a very greatly enlarged unit of sale. attention to the cabinet, the beauty of the enhance the beauty of the cabinet, and
More and more of the console combina- woods, pass quickly over the radio, this phase of the proposition will often
tion sales are moving, into the automatic features, merely stating the number of help sell the instrument. Most people like
class of instruments.
tubes, size of the speaker and band cover- nice new furnishings for the home, and
can hardly resist keeping a fine cabinet
Selling a combination requires no age. You are selling a musical instrument
which
further beautifies the home.
adroitness, merely common sense. There —music is an art. It has nothing to do with
circuits,
gadgets,
etc.
(discuss
these
later
is nothing complicated about it. Here's
if necessary). Music is understood by
how to demonstrate them.
1. Demonstrate with the kind of music everyone. It has a universal appeal and
the prospect most enjoys. Too often, supplies a need that everyone is con-
phonograph combination sales are lost scious of to some degree. Let the music
because the salesman does not have at sell the instrument.
See that the prospect is in a good com-
hand the right kind of music . . . or be-
50% Reduction in Prices of Red
cause the salesman believes in demon- fortable chair—play only well remem-
Seal and Black Label Catalog
strating the instrument with the type of bered tunes, stay with the old favorites—
Announced
music that he likes, rather than the music play them softly—this is important as in
many cases the sale is made or lost with
the customer prefers.
It is a simple matter to learn the kind the playing of the first record. Stay away
New established prices for the entire
of music that appeals to a prospect. In from musical display pieces, heavy bands catalog of Victor Red Seal and Victor
most cases, the customer is quite ready and symphonies, unless the prospect re- Black Label classical and popular records,
and willing to express a preference. So quests such selections. Of course, play effecting reductions of as much as one
simply ask the direct question, "What ^u.vable foreign selections for a foreign half of former prices, was announced by
kind of music do you enjoy most?" prospect, as requested.
ilCA Victor in August.
Usually you get just the information you
While the selections are being played,
Twelve-inch Red Seal records, for-
need to pick out the best records for dem- don't talk—keep quiet. Permit the demon- merly priced at $1.50 and $2.00, now sell
onstration, and at the same time some stration to do the selling for you—don't for $1.00 (with corresponding reductions
additional comment that enables you to shut off the instrument while a record is in the prices of album sets). Ten-inch Red
"warm up" to the prospect.
being played. Play all selections through Seal records which sold for $1.00 and
The important point is to have a num- unless the prospect specifically requests $1.50, are now priced at 75 cents. Twelve-
ber of good demonstration records avail- otherwise. Then lift the lid, or open the inch Victor Black Label records (including
able at the demonstrating instrument, so door, as the case may be, and show how the Black Label Classics) are still further
that a demonstration can be given quickly easy it is to operate the mechanism. reduced in price, from $1.00 to 75 cents.
on short notice, without fumbling and Familiarize yourself with the features of Ten-inch Victor Black Label records, both
delay.
the changer, so that you may explain fully classical and popular, are reduced from
2. Important rules to follow in demon- to an interested prospect what an exrellenl 75 cents to 50 cents. All albums listed at
strating:
mechanism ii is, but if the prospect 50 cents, except most "Black Label
(a) Turn on the instrument with the appears more interested in the music or Classics" albums which are 25 cents.
volume control turned all the way the cabinet or some other feature, do not
"The recording art exists primarily to
down.
press the mechanical features. Merely provide good music for the masses, when
(b) Be sure you have a new needle in content yourself with a brief explanation and where they want it," RCA Victor's
Vice President Frank B. Walker declared
the pickup . . . a new needle for of how easy the mechanism operates.
every demonstration is a good rule
Start demonstrating the highest priced in making the announcement. "Anything
to insure good reproduction.
combinations first. If price is too high, it which makes records available to greater
(c) Be sure you have selected the is easy to come down, but call attention to numbers of music lovers has always been
proper records to suit your pros- the fact that the purchase of a combina- the aim of our Company. It was with this
pect's musical preference or race. tion is really a lifetime investment and that idea in mind that RCA Victor began, more
than a year ago, to plan for the estab-
(d) Place the needle in the first groove you can offer terms if desired.
In a noisy section, if a prospect asks for lishment of unheard-of new prices for our
of the record carefully . . . then
bring up the volume to the desired a radio, it is sometimes good strategy to entire catalog.
"The first step in that direction was
tune in a station, apologize for your noisy
amount.
To hear the combination at its best, the location, and switch quickly to a record. taken in June, 1939, when the 12-inch
instrument should be played at ROOM The contrast will almost certainly interest Black Label classical records were re-
duced in price. Then early this year the
VOLUME. Set the tone control about one- him in recorded music.
Sales Manager, Farnsworth Div. Farnsworth Television
and Radio Corp., Explains Proper Procedure
New Victor
Record Prices