Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
How to Sell Radio
In the Music Warerooms
R. E. Smiley, Assistant Sales Manager of the Atwater Kent
Co., of Philadelphia, Before the Western Music Trades Con-
vention, Tells of the Music Merchants' Radio Opportunity
made, not for the next year's business, but an art and make that promotion profitable. You
for the business of the next decade.
know how to do the world a real service and
That is why radio has come into its own, yet prosper in doing that service. Don't sell
as its proper place as a music-producing radio—that's how to sell it. Is that a paradox?
instrument and is to-day chiefly sold through
Seemingly so, but I mean do not sell the set
musical channels. I need not here go into and all that goes to make it up, such as con-
the transition from shoddy radio programs densers, transformers, sockets, tubes, etc., etc.,
broadcast by those seeking to fill the air with but sell what the set will do. Sell broadcast-
the din of their music to the very wonderful : ng! Sell music! That's what you have always
programs such as are broadcast to-day by the sold. Sell the programs and tell your cus-
nationally known companies.
tomers of the wonderful things that are in the
That is one piece of history. May I now air that they shouldn't miss—sell their bene-
R. E. Smiley
ask your indulgence in tracing another com- fits! Sell culture and refinement in the home!
H I L E I have been asked to address mercial development by means of an illustra- Sell what the radio will bring the buyer, music
plus what? Plus lectures, political programs,
you on the subject of how to sell radio tion?
national events in outdoor and indoor sports
Following the Civil War a certain group of
in a music store, I must in turn ask
your indulgence if I seem to digress somewhat men in Missouri formed a company to sell and the hundred and one other things that you
in order to arrive at an answer to the seeming sewing machines. It grew! It grew so large all know about.
and rapidly that this company had its own The very salesmen who can tell you a won-
problem that has been given me.
factory to build the sturdy carriages which its derful and interesting story regarding a certain
At first glance my acceptance of this subject
seemed to me presumptuous and it would be salesmen drove about the countryside while phonograph record or piece of music frequently
seem devoid of any intelligence when it comes
if I were not connected with an organization selling sewing machines.
This might be called the first group of house- to selling radio. Instead of knowing of some
large enough to draw, from many sources, in-
formation
relative to any merchandising to-house men. They canvassed. Later that of the things that are on the air and painting
company took on and sold melodeons—parlor a picture and creating a desire that would be
subject.
The history of radio selling is brief, but re- organs, later pianos and later phonographs and well-nigh irresistible, he usually launches into
a dissertation of how many tubes it has and
plete with color and incident! Hectic, hurried now radio. Do you see it? The development
and unharnessed describe its early history. of specialty selling that has been repeated the how far will it reach, and how great the volume
Every man who hung out a radio sign five country over in a minor way and in a major is, until the poor prospects—and I frankly sym-
way.
pathize with most of them in the hands of the
years ago was considered a radio expert by
In that specialty selling there developed dis- salesmen—become so confused that their desire
the people of his locality.
tinctive piano men, who opened piano stores; to buy is greatly curtailed, if not entirely lost.
Why? Because there were then no nationally
If you go to buy a watch you do not ask the
who took on violins; who added harps and
known trade names.
Manufacturing conditions were practically brass instruments; who added phonographs; jeweler to take that watch apart; you buy it
similar to selling conditions. The manufac- who developed stores which could better be because you know the name of the maker and
you buy it for eye value and performance.
turers who forged to the front were chiefly called shops; who progressed with the musical
Likewise it is unnecessary to take a radio
electrical or automotive manufacturers, or both. art and established on the great thoroughfares
of this country music salons; establishments apart to sell it any more than you need dis-
The race was to the swift.
In the meantime, the legitimate, established unrivaled anywhere in the world for artistic sect a piano movement or a talking machine
motor.
manufacturers were not seeking nor promoting appointments and merchandise.
Create desire by the same method you have
The credit for all of this is invested in you
but were filling a market. They sold to dealers
who, it appeared, could best sell radio. Those gentlemen and your forerunners. I trust that always used, "The Lure of Music,"—its value
dealers were automotive men, garages, elec- I have not tired you with a history that you in the home. You have always known how
to sell radios and your accepted methods sell
trical stores, hardware men and young geniuses may be familiar with.
Now I am asked to tell you how to sell it best. If you music men will just look back
and boy engineers, who opened radio stores.
radio in a music store. Gentlemen, you already through your book of experience you will find
They also sold to those who were interested
in the get-in and get-out method of operating know how from the experience you have in- there the answers to all of the radio problems
that you believe to exist to-day. You found
business, and as one of the gentry aptly put herited from your musical pioneers—those men
it, "It is quicker and better than the fake auc- who canvassed the countryside and with the that by concentrating on fewer lines or items
parlor organ made every "best room" in the it became more profitable. Why not apply this
tion racket."
to your radio problem? You found that the
Then some nationally known companies be- Victorian era a music room.
Twenty years ago, or more, you men knew nationally known extensively advertised mer-
gan to merchandise their products. Markets
were analyzed, men with years of merchandis- how to sell radio. Even more so now you chandise was your safest investment in the
{Continued on page 11)
ing experience were acquired and plans were know how because you know how to promote
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ESTABLISHED 1662
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NEWARK N. J
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ONE OF AMERICA'S FINE PIANOS
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UPRIGHTS
THE LAUTER-HUMANA
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