"Sonya" tricks - learn to sell from SONY

" Sonya" tricks - learn to sell from SONY

We all firmly believe that textbooks can teach a specialist in any field. However, history shows that unexpected and cunning decisions bring much more success than scrupulous adherence to generally accepted standards.

The experience of the monster of the radio industry, the Japanese company SONY, is very instructive. The current unsinkable giant at the beginning of the business several times found itself on the verge of collapse, but non-standard solutions each time pulled the business out of the pit.

" Sonya" tricks - learn to sell from SONY

First brainchild Masaru Ibuka and Akio Morita, firm "Precision Instruments Company" went broke. This did not cool the ardor of the young Japanese and they soon opened a new company: "Tokyo Telecommunications Engineering Company" ("Tokyo Tsushin Kenkyujo", abbreviated Totsuko). The abbreviated name, let's just say, is dissonant to our ear. The production of household appliances, and later of reel-to-reel tube tape recorders, only allowed the company to get on with it.

Having learned about the first successes of the recently invented transistors,

Masaru Ibuka I realized that this could make a breakthrough in the radio equipment market. The firm Totsuko there was no money to buy a license for the production of transistors from the American company Bell, but just an astronomical amount was needed for those times - $ 25,000.

Banks did not give such an amount without collateral. Ibuka decided to reach out to his parents who had a sake business. One Japanese god knows how much effort it took him to convince his parents to give up all their savings, albeit in debt.

The license was purchased and in 1954 the first transistor of the company appeared. Totsuko. Then the trade mark was invented SONY.

A year later, in August 1955, the firm released the first TR-55 transistor radio.

However, instead of success, the revolutionary radio brought only disappointments: the sound quality of a transistor radio was worse than a tube one. The buyer didn’t understand why the inferior quality radio cost ¥ 18,900 ($ 55), while a good five-tube radio cost only ¥ 5,400 ($ 15).

It became clear that the magic word "transistor" would not attract the buyer. There is no way to bribe with a low price either - you need to return the "sakesh investments". There is only one trump card left - compact dimensions. The next model, TR-63, was originally created as a "pocket radio". To improve the sound quality, the circuit had to be complicated to 7 transistors. Engineers have created an amazing receiver:

But this receiver did not fit into a pocket... how to sell a "pocket" radio that won't fit in your pocket? The solution was simple and unconventional: along with the radio, the shops also supplied shirts for sellers with a breast pocket enlarged for a radio receiver.

The pocket radio was worth 69 dollars and 50 cents (another $ 11, 25 for a battery, case and earphone), but immediately became in great demand. The marketing move was brilliant. To compare with: the average salary of a Japanese worker was then about $ 40.

The success with the miniature radio has spurred SONY's management to carry out a similar revolution with the television. Taking as a basis the American tube mini TV RCA 8-PT-7012 (1956), SONY engineers created its transistor analog

Surprisingly, the entire circuit was assembled on only 23 transistors and two finger lamps - there were no high-voltage diodes yet. The entire front part was occupied by the screen of an eight-inch kinescope (20 cm). He weighed quite a lot - about 8 kilograms. Serial production began in 1960 under the brand name SONY TV8-301

Here's how to convince the buyer that this TV is the pinnacle of miniaturization? Well, of course, on all advertising brochures, only fragile women, jokingly holding an eight-kilogram TV in a bent hand.

And for greater persuasiveness, they released advertising boxes of matches in the shape of a TV. Well, how can the tongue turn to say that the SONY TV is not miniature if you carry it in your pocket every day

For Japan, the TV was very expensive, but in the United States, $ 250 was quite an adequate price for such a compact TV, which contributed to successful sales.

For the sake of justice, it should be noted that the first pancake the mini TV turned out to be lumpy and often broke. For this he received the nickname "fragile little child". After a year and a half, the model was discontinued.

Look back in TABLE OF CONTENTSchannel - there are many interesting articles

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