Music Trade Review
Issue: 1929 Vol. 88 N. 10 - Page 8
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
•
°°. to B70. "
•
over E78.
TALK RADIO 1HIHBVBR KOU UAY B*.
FOR TIPS.
AEK tOUB rBIKKW
)Jmyf
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
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
•
°°. to B70. "
•
over E78.
TALK RADIO 1HIHBVBR KOU UAY B*.
FOR TIPS.
AEK tOUB rBIKKW
)Jmyf
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
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