The Edison phonograph monthly (Mar-Dec 1907)

Edison Phonograph Monthly, August, 1907 9 Two Dealers Two Edison Dealers started in business on the same day, each carrying the same amount of stock and each living in towns of equal size. Each one had carefully studied the Phonograph proposition, and each one saw a fortune ahead. One Dealer read through the printed matter sent him with great care, and was much impressed. "The Edison Phonograph is the finest talking machine in the world," he said to his wife, "and as the National Phonograph Co. advertise all over the country, it is known everywhere, and I shall be able to retire from business very soon." Then he sat down and waited for folks to come and help him get rich. He did not take the trouble to inform them that he had added the Phonograph to his old established music store as an attractive side line, nor did he advertise in the local papers. His father had got on well without advertising, and he, himself, had made a living for twenty years without its aid, and he did not believe in it an)way. The National Phonograph Co. did all the advertising he needed. He did, however, spend thirty cents on a rubber stamp, which he impressed on his stationery when the pad wasn't dry. He was not sure this was not extravagance. His window was taken up with a piano, two mandolins and a cornet in a glass case. As they had been there for ten years or so, he saw no reason to turn them out, and accordingly put the Phonographs on a shelf in the back of the store, where anyone with roving propensities and good eyesight might be able to see them on a bright day. The other Edison Dealer took a supply of the circulars, booklets and other attractive literature his Jobber had sent him, and started off to tell everyone he knew, all about the Edison Phonographs and Gold Moulded Records. He came home feeling pretty tired, but not before he had arranged a concert on the following evening. Electrotypes that he had obtained from his Jobber of "Fun on the Farm," round which he wrote some bright advertising, were inserted in the two local papers, and the concert was a big success. His only grievance was that it left him no Phonographs to amuse himself and family with until the Jobber could fill his second order. Then he called on the neighboring farmers, taking a machine to demonstrate, as well as the brightly written pamphlets, for he was wise enough to know — he read the Monthly and learned by other Dealer's experiences — that the man who won't read a line will never refuse to listen. He made a big success of his Edison Phonograph business, because he supplemented the vast national advertising that he got for nothing by some direct local advertising of his own and all his energies. The first Dealer makes a living, but he isn't scheduled for retirement at the present rate until some time next century. Now and then he buys some new Records but he hasn't much time to study his business because when he isn't grumbling he is writing to the trade papers (and to us) on the difficulty of selling Phonographs in small towns. In selling Edison Phonographs there are certain talking points which must never be lost sight of. It is the method of ifting them that can often be altered to advantage. Following Up Inquiries As is our custom, when inquiries are made to us by interested readers of our magazine advertisements, we recently referred a Californian prospect to what seemed his most convenient Dealer, who happened in this instance to be J. L. Hartez, of Monterey, Cal. The more than usually good letter he sent to the prospect is of interest because it may give points to some of his fellow Dealers who lack his persuasive pen. Here it is: Deer Sir: — Your inquiry to the National Phonograph Co. has been referred to me, as I carry the largest line of Edison goods in this vicinity. There are several advantages in buying your Edison machine and records from me, as I carry the entire catalogue list, and you can, therefore, select just what you want. You have no express charges to pay; you can see and hear the different styles, something you cannot do if you order from the catalogue. We sell machines on easy payment, if you care to purchase in that way. We also keep your machine in repair free of cha.je if you purchase from me. The fact that the National Phonograph Co. has referred your inquiry to me should, in itself, be enough to convince you that I carry the most complete line of Edison goods in this section of the country. I sell all kinds and makes of talking machines, but I am pleased to state that the Edison is the most perfect and best machine in the market. I shall be delighted to have you call at my store and hear this Twentieth Century Marvel. And I think you will agree with me when 1 say that the Edison is the best machine on the market. If you will kindly drop me a line in stamped envelope herewith enclosed, advising when you will call, I will make it a point to meet you personally and to explain to you the different styles of Edison phonographs, and play you the latest records. Hoping you will call, and thanking you for the interest shown in the Edison Phonograph. In reply to this, the prospect thanked the Dealer for his letter and arranged to call, but could make no appointment owing to uncertainty of movement. Mr. Hartez thereupon mailed this: Dear Sir: — Your favor of the 17th inst. received and duly noted. In reply I wish to state that in case I should not be at my store when you call, one of my clerks will show you the different sizes of the Edison PhonograDhs, and explain them thoroughly to you. I trust I will have the pleasure of meeting you personally. What we desire to call attention to in these communications is that they are neither of them "Form Letters." Form letters are exceedingly useful things when well written and printed, and may be relied upon to bring in business, but special letters in answer to intelligent inquiries, when written courteously, are far more valuable. It is unlikely that a Dealer in a large way of business will ever have time to send special letters in quantities, but whenever he can do so, as in the case of Mr. Hartez, he should not neglect the opportunity. The points in the above