The Edison phonograph monthly (Jan-Dec 1912)

12 Edison Phonograph Monthly, April, 1912 A Visit to a Dealer's Store To the Editor: I entered a Dealer's store the other day and asked the clerk what artists sang a certain Record which I knew to be listed by a grand opera singer and by a concert singer. After searching in a catalog, the clerk mentioned only the cheaper Record. I asked him to play it and he did so without any comment, allowing me to stand right up against the machine where the Record sounded to the least advantage. There were chairs in the room, but my friend failed to suggest that I adorn one. When the Record was finished I said that I would take it — still no mention of the more expensive Record — and then I asked if he had any 'cello selections. He replied that he had, but did not even offer to play one. I gave him a small bill in payment for the one Record which he had so kindly permitted me to buy, and after a wait which told only too plainly that he had slipped out the back door to the corner grocery to get change, he handed me both Record and change, turned on his heel and walked out to the back of the store without even suggesting that I call again. My intellectual countenance doubtless assured him that I would have no difficulty in opening the door. Now that man was representing his employer — he was part of the store and through him that place must be judged. Moreover, he was — or thought he was — a salesman, yet knew nothing about salesmanship, or even courtesy, for that matter. He is being paid to sell goods for that Dealer, but in reality he will hurt his employer's trade far more than he will help it. I am going into this same store when the Dealer himself is there, and then I will be able to see whether the fault lies with the Dealer or with the clerk. I shall write you the result of my next visit. The Vagabond. [The Vagabond's letter suggests something which all Dealers would do well to consider. He spoke of the lack of courtesy on the part of the clerk. It must be remembered that the average Phonograph owner is a lover of music His tastes have been refined by music and in many cases he is more sensitive than is the non-music lover, and must be handled with courtesy by Dealers if they expect to hold his trade. A Dealer should always bear in mind the type of people with whom he is doing business — a dispenser of black-jacks would hardly need to observe the same decorum which the Phonograph Dealer should make a part of his stock in trade. Nothing is more tiresome than a bowing, smirking, obsequious clerk whose "manners" are clearly forced and insincere efforts to appear "polished," but an air of quiet, dignified courtesy and thoughtfulness is appreciated wherever it is met.] Keeping Customers Every Dealer undoubtedly keeps a list of all persons to whom he sells Phonographs, but does every Dealer go over this list carefully every month and note the names of any Edison owners who have failed to buy Records that month? The maintenance of every customer's interest is a vital point in the business, for an idle Phonograph in any home is a poor advertisement for any Dealer, and would seriously affect his Phonograph sales. If a customer buys only one or two Records for a month or more, it is no cause for alarm, but if he fails to buy any for a month, then it is up to the Dealer to get into immediate communication with that man. If possible, the Dealer would do well to select a few new Records of the character which the delinquent's past purchases show him to prefer, and then call on him at his own home. Hearing the new Records, together with a realization of the Dealer's interest in him, would go a long way toward changing the customer's attitude. In the event of a personal call being impossible, the Dealer ought at least to telephone the backward one, or failing this, to write him a letter inquiring the reason for his failure to purchase any Records for the given time — as the case may be. So many causes can contribute to the falling off of Record sales that it is absolutely essential to watch carefully the purchases of each individual customer. Possibly he has failed to receive his Phonogram or his Supplement for that month; or perhaps careless handling has broken something on his machine, or put some part of the mechanism out of adjustment. Some little thing may be bothering him which he has not had time to consult you about, but your appearance at his home at that time would prove your interest in him and bind him just so much closer to you in the future— to his permanent satisfaction and your increasing profit. "Baron Trenck" is making a great "hit" in New York. Advertise Amberol No. 768 (Baron Trenck Waltzes) in this connection while the show is running in this country.