SATELLITE TAKE-A-TOWN: WALTHAM CROSS.

SUMMARY

No contest in this North London suburb. DH Leake proved that a committed little `un will always beat a couple of ho-hum multiples.

Apart from feeling extremely comfortable in Leake's impressive showroom, the success of the independent was all down to the interest the

The questions he asked enabled him to neatly home in on my viewing preferences. I also liked the way the salesman went and retrieved a dish to show me the size.

Another difference was the Leake's salesman clearly knew his stuff.

DP LEAKE TV

A quaint, pedestrianised street in nearby Waltham Abbey led me to Euronics member DP Leake. The double-fronted store was split into brown and white goods. An array of televisions flanked the walls -- including a Toshiba back projection model at 1,999 [pounds sterling] just inside the door.

After a quick circuit of the impressive brown goods display (with various pieces of Sky and Open p-o-s scattered around) I established the Sky Digital display -- complete with a Pace digibox and a subscription card securely taped in.

A white-shirted salesman, made eye contact, and quickly finished a piece of admin before joining me. "Sorry," he smiled apologetically, "it's all gone bang at once this morning."

The dish and box would be free, he told me, and installation would be between 40 [pounds sterling] and 70 [pounds sterling]. ("We don't do that we have a qualified Sky installer.")

Basically, he explained, I would be walking out of the store with a digibox worth 400 [pounds sterling] for free. "The box," he continued, pointing to the Pace, "has to be connected to your phone line -- that's so that if you want to use the interactive sports side you can."

Packages started at 10 [pounds sterling] a month -- but he advised I took the full package at 34 [pounds sterling]. "Let me show you a breakdown of what you'll get," he said reaching for a Sky leaflet. He gave a pretty good run-down of the channels.

However, he also sensed I was itching to get at the Sports channels -- and asked if I'd like to have a look at the cricket. (England was playing Sri Lanka on that very morning).

"I'll quickly run through it for you," he said pulling out a Sky remote and bringing the EPG on the screen. His demonstration of how the EPG worked -- and how easy the remote control was to use -- was excellent.

He showed me how the SELECT button ("these turquoise buttons are all you've really got to worry about") worked in conjunction with the cursors -- and what effect pressing them had on the screen.

Having already established my interests, he brought up the Test match up on to the screen. "it really is simple," he added -- a claim he had amply proved. Would I like to see the dish?

He returned a few seconds later, carrying the dish one-handed, like a waiter with a tray of drinks. Installation would be three to ten days -- depending on how long the Sky card took to be delivered.

Satellite P-O-S and Equipment Display      3
Questioning Ability                        3
Demonstration                              3
Product Knowledge                          4
Overall Satellite Sales Ability            4
Total                                     17

RADIO RENTALS

A smallish store that seemed cramped after the previous call. Plenty of Sky p-o-s scattered around and MTV was showing on the TV in the display.

A salesman came over to help immediately -- except he kept a desk between him and me.

"It's forty quid to install," he said, "and then you pay whatever you like each month. Do you want the sport or movies as well?" he asked. Explaining the different subscription costs, he made a minor slip, claiming the sport was 29 [pounds sterling] a month. "I'll show you what you get," he offered. But no demonstration.

He beckoned me over to his desk, sat me down and opened up a Sky contract, which he used to illustrate the channel options. He immediately corrected his mistake on the sports package, "Sorry it's 28 [pounds sterling] a month," he apologised.

The size of the dish was a concern of mine. "There's one over there," he said, standing to point at the bottom of the display unit. "To be quite honest I've got one on the front of my house and I don't even notice it," he laughed.

Installation?

"Well, with us it will be three to five days," he said. "I don't know how busy they but it's usually within a week."

Satellite P-O-S and Equipment Display      4
Questioning Ability                        1
Demonstration                              0
Product Knowledge                          2
Overall Satellite Sales Ability            2
Total                                      9

DIXONS

Just the other side of the market stalls, I found Dixons. As I walked to the display at the far end of a smallish store, I passed three salespeople (two female) behind a counter.

Once again, MTV was being shown on the Sony TV in the display -- complete with Open keypad. After a bit of a wait, one of the salesladies came to my assistance.

"The cost depends on the subscription you want," she began -- pulling out and opening a Sky contract. Sport would, she told me, cost 28 [pounds sterling] a month, but the full package with the movies was only six pounds more.

"It's a 12-month contract. You get a box like that," she said pointing at the Pace. Installation would be `a week to ten days'.

She switched to the add-on services with Sky Digital. "If you want Internet access, you need one of those keypads for 34.99 [pounds sterling]," she said.

Internet access?

"Well, I'm not sure how much Internet access is available on Sky. It may just be online shopping and banking."

Consulting her Sky contract, she decided that "Internet access" was perhaps too much of a claim.

"You need a landline telephone for them to plug it into but at the moment it's just interactive shopping, banking and e-mail."

Satellite P-O-S and Equipment Display          4
Questioning Ability                            1
Demonstration                                  0
Product Knowledge                              1
Overall Satellite Sales Ability                2
Total                                          8

WALTHAM CROSS

There are more prizes to be won this year in our Satellite Take-A-Town feature, which is sponsored by satellite operator, Astra. Our mystery shopper, Brian Osbourne, is visiting dealers to find out how sales staff are faring with selling satellite.

Brian awards a total of 25 points for various aspects of selling and display.

Each monthly winner will receive a bottle of bubbly and a certificate. Plus, the highest scorer every three months will win a VIP trip to Astra's HQ in Luxembourg.

There's also a bottle of bubbly for Brian's selected Champagne Moment, and a bottle for everyone giving a satellite demonstration.

Now here's a challenge! Can your store sell satellite television effectively? Can your sales staff advise customers on their needs, give a good demonstration and close a sale?

If you think you can do as well, if not better, than the stores in our monthly feature, fax 01483 211298 and register to be visited by the mystery shopper.

CHAMPAGNE MOMENT

The salesman at Leake's when he showed me the Test cricket!