Recommendations of the Managing Committee of the Commercial Section The Managing Committee of the Commercial Section recommends that all gas companies should proceed at once with the merchandising of appliances on a basis of continuous and intensive sales effort throughout the year. The Sales Stimulation Committee offers the following plan as the first of a number of sales suggestions which will be submitted to the industry during 1922. It is important that the details of any selling plan be perfected well in advance and the adoption of any or all of these suggestions should mean increased profitable sales for the gas companies. The managements of member companies are urged to authorize their Sales Managers to proceed with a definite program of sales activity from now on and to adopt as many of the ideas covered in the following plan as may be practicable. (e) Toaster, cake griddle, waffle iron, top lighter. Cost of premiums not to exceed 10% of selling price of range. Considerable revenue from sales of gas can be secured through the installation of top lighters on existing range installations and on all new ranges which are sold. Some companies may prefer to make this a selling feature during the "Gas Range Special Sale" in place of giving the top lighter away as a premium. Figure conservatively 2,500 cubic feet per year for a top lighter on a gas range and estimate how much this business is worth to you and the advisability of special effort along this line. 3rd-Smaller Initial Monthly Payments. From payments $2.00 initial and $2.00 monthly upwards. 4th-Thirty Days' Trial. Satisfaction and operation guaranteed or no sale. 5th-Allowances on Old Ranges. Policy of companies will vary in the matter of taking in old ranges. In some cases allowances have been made and the ranges scrapped. Here is an opportunity for a good window display. Show up-to-date range and by comparison one or more of the oldest ranges taken in. A plan adopted by one company is to allow its sales representatives to purchase old gas ranges where sale of a new range is made, the company rebuilding the old range and allowing its sales representative to resell the rebuilt appliance. 6th-Or a Combination of any of the above five. Ranges Included in Sale. 1st-First Week, ALL TYPES OF RANGES. 2nd-Second Week, ALL ENAMEL RANGES. 3rd-Third Week, HEAT CONTROL RANGES. 4th-Fourth Week, SEMI-ENAMEL RANGES, or so-called half-enamel ranges. 5th-Weekly specials instead of the above classes of ranges. This will enable companies who carried over ranges to sell particular numbers of ranges. Display To Follow Weeks. 1st-All types-in windows and in show room, using preferably one make in each window display. 2nd-All enamel ranges should have a prominent place in show room,-other types should be in background. Window display should consist of all enamel range in kitchen set-up featuring other enamel kitchen furnishings such as table, cabinet and utensils. 3rd-Feature Heat Control ranges in show room, giving such ranges most prominent space. Remove other types or place them in the background. In window feature Heat Control oven range with food stuffs, real or artificial. Have demonstrations during this week showing advantage of oven cooking with heat control. 4th-Feature semi-enamel ranges so that they are the only ranges customers will see when coming into store or passing window display. In window display it is preferable to show one make of semi-enamel stove. Arrangements can usually be made with local merchants for the use of furniture, draperies, utensils and other necessary properties needed. to make proper setting for your window display. In such cases place a card bearing the name of the concern from whom such material is borrowed. Intensive Work on Part of Sales Representative. Coach every sales representative, both store and outside, thoroughly, providing each with typewritten sheets so that they will know exactly how the sale is being conducted. Provide them with advertising matter of the particular kinds of ranges each week and see that they systematically call on prospects to whom you have mailed advertising literature. Place a quota on all sales representatives for sales of each type of range each week. Go over handbooks and see that they have photographs or other reproductions that will enable them to show prospective purchasers ranges. See that store salespeople really tell prospective customers the whole story. See that they try and interest customers in the best ranges the company carries. Go over prospects with representatives weekly in order to direct their work intelligently and to show the interest of the management. Interest of all the employes of the company in the sale. Arrangements might possibly be worked out whereby commissions are split between the sales representative and the employe who provides the name of a prospect. Work out comparative costs so that salesmen will be supplied with arguments as to the economy of gas compared with other fuels for cooking. This information will, of course, be based on local price of gas, coal or other fuels. Such information is also valuable when displayed as a window card. Direct by Mail Advertising. Suitable advertising matter should be mailed to all prospective purchasers, one piece each week, to be prepared by gas company or secured from manufacturers. Manufacturers have gone to considerable trouble and expense in preparing high grade advertising material such as pamphlets, newspaper copy, show window layouts and sales suggestions. This material should be made use of to the fullest extent. Manufacturers will be found only too willing to cooperate with gas companies in supplying the necessary amount of this material, and also in having their own sales representatives assist gas companies during the sale. Other Advertising. Window and interior cards, signs on wagons and automobiles. Use manufacturers cards for placing in windows or stores, or have same lettered or printed locally, telling the story to those passing windows or entering store. Put printed or hand lettered banners in windows, on wagons and automobiles and in prominent places in gas company's store, on gas holders or company's fences. One feature which has been used successfully is a baking or cooking competition, the company offering a prize, the conditions of the contest to require competitors to submit recipes used and samples of the dishes cooked, such recipes to become the property of the American Gas Association. These recipes might later be embodied in an all-gas cook book. Newspaper Advertising. Use newspaper advertising freely. Copy either that furnished by the manufacturers, American Gas Association, or locally prepared copy. Make this advertising specific so that customers in reading it will know that there is a real sale on-that it is worth their while to buy ranges in March. Suggest the use of window cards-also display of newspaper advertisments used, displaying the latter in the show windows either pasted on cardboard or neatly framed. Management. Plan the details carefully so that stock is on hand, make the inducements worth while, show interest in the sale by talks to sales representatives weekly. Be optimistic as to the results of the sale,-it will be successful if ground work plans are laid right and you have something worth while to offer as an inducement to prospective customers to buy in an off season. It is also considered advisable to make a canvass of the company's own employes to learn to what extent they are using gas for cooking in their own homes. In some cases companies have arrangements with their employes whereby the latter may purchase gas appliances at cost and on easy terms. Before starting the sale call meeting of various department heads and members of the sales department and sell them the plan. Offer Special Prizes for meritorious sales performances, or Extra Commissions during the sale, or by some other similar means enlist the direct personal interest of the sales people. Get your whole organization enthused. LET'S GO AMERICAN GAS ASSOCIATION, 130 E. 15th ST., NEW YORK. |