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Encourage the retailer to display one or more antennas
on his sales floor. A good in-store display like that in
Figure 12-1 will encourage customers to ask about
additional equipment. Try a window display too.
Antenna distributors and manufacturers often can
supply a large assortment of in-store display materials.
Channel Master, for example, offers an attractive line
of "Do-It-Yourself" displayed products. Examples of
these are shown in Figure 12-2.
Fig. 12-1. Attractive in-store displays combined with colorful self-sell
packaging encourages add-on equipment sales.
Fig. 12-2. Channel Master offers an attractive line of "Do-It Yourself"
packaged products.
Distributor.)
Most of your antenna sales through TV retailers will
be to purchasers of large-screen color TVs and those
consumers looking to supplement their DBS (Digital
Broadcasting System) set ups. However, don't let the
retailer overlook antenna sales to purchasers of
portable TVs. The retailer's salesman should be made
aware that a good outdoor antenna system is as nec-
essary for a small-screen set as it is for a large-screen.
S
I
ELLING &
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(Available through your Channel Master
S
NSTALLING
YSTEMS
Sign up as many retailers as possible. The more
business you do, the more efficient and profitable
your operation will become. However, don't take on
more jobs than you can handle. It takes time to find
and adequately train people to install antenna
systems. Also, a beginning business usually will not
be able to obtain financing for the large amounts
of expensive equipment needed to put additional
screws to work. Plan and prepare for growth in
small steps.
Keep customer satisfaction foremost in your mind.
A customer who buys a new color TV will probably
want to watch his set on the evening of the delivery
date. If possible, coordinate your installation with the
delivery of the new TV. If you can get the antenna
installed before the set arrives, you will have a very
happy customer and a pleased dealer. It is also easier
for the service technician to adjust the new TV if it is
connected to an outdoor antenna installation that
delivers adequate signals on each channel.
Remember that your reputation is affected by each
installation. Don't keep customers waiting, but don't
hire incompetent help at the last minute to keep you
from falling behind schedule. Department stores and
independent TV dealers don't want headaches, and
they won't tolerate any work that causes unhappy
customers.
No matter how much business you get through retailers,
you should also go after as many direct sales as your
time and other resources permit. Every direct sale
you make eliminates a commission you have to pay
someone else. It will also help you maintain a degree
of independence that will not be possible if you rely
solely on retailers for your business. Direct sales offer
you an opportunity for greater profits and the ability
to adjust your prices to remain competitive when
market conditions demand that you slightly lower
your prices and/or profit.
Direct sales demand that you advertise. The most
effective advertising generally is in the Yellow Pages
and in newspapers. Below are some important points
about advertising that you should consider.
ADVERTISING
Advertising is not a cost, it is an investment. Even the
best installer with the best equipment and materials
won't succeed unless he makes people aware of this
products and services and the advantages they will
realize by doing business with him. Build your
business by letting people know who you are, what
you can do, how well you can do it, when you can do
it, and at what price.
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