The Edison phonograph monthly (Jan-Dec 1916)

EDISON PHONOGRAPH MONTHLY, MARCH, 1916 13 Sales Suggestions — Continued the purity of tone of an Edison Amberola, the naturalness and fidelity, there is little danger that they could be persuaded to be satisfied with a "talking machine." Then, again, what dealer looks but six months or a year or two ahead? The man who looms large is the man who is continually looking into the future, for the business increase it should bring. The school boy and school girl of to-day is the young groom or the young bride of the to-morrow. So, even if they did not have a phonograph in their parents' home, they present a field already well fertilized for the sale of the machine they are most familiar with — the Edison Diamond Amberola. Or, again, if they had one in their parents' home, the young people will be all the less content until they secure one for their own home. John Wanamaker, the prince of merchants, was thought visionary when he first proposed his ideas on building for future business. To-day his critics are far behind, still small shopkeepers, while those who are nearest in size accept as business religion the principles which John Wanamaker pioneered and was laughed at for. HOW A NOON CONCERT IDEA NEARLY FAILED IN SALES ONE of the most potent factors in building up what is perhaps the largest phonograph business in New York City in their noon-hour concerts, to which, of course, all are invited by a neat artistic card invitation placed in the window and a similar invitation placarded on a stand at the edge of the sidewalk. When the plan was first started it met with instant response. There were always a great many who felt they should get out of the office, but who had no place to go. A concert, with its double attraction, was most inviting. But although everything was done to make one easy and comfortable as soon as one entered the door, it was noted that the sales did not show the responsive effect that such an event should show. At first there was a disposition to criticise the salesmanship of the clerks. A watch was kept and it was noticed that while many came in to listen, surprisingly few approached the clerks. Then someone with a good supply of horse sense suggested that there was a faint possibility that the demonstrator was playing music "over their heads" or playing too much popular music. She was approached to see by what method she determined, if she had any method at all, what records should be played. She said she had tried to gauge her audience's taste by judging their general appearance, but it was so mixed that it mixed her up. One day it was this kind of an audience and on another day it was that kind of an audience. "Why didn't somebody think of putting up a box in which those attending could state what they would like played," said the party of the horse sense. The perfect saneness of this remark caused a box to be placed next day. It worked like that proverbial charm. They found that, where persons attending had been timid about approaching the attendant, they gladly put in their suggestions on small pieces of paper. The attendants increased in numbers. They grew more interested and, after hearing their favorites, approached the salespeople. The result naturally was that the sales showed a healthy increase that put noon concerts at the top as the star salesman. Like many a sales idea, it was the lack of an absurdly simple thing that made it come dangerously near to a failure. These noon concerts can be adapted to your own business, no matter how small. The larger the town, the better for its success. You can mention it in your regular advertisement if you do not wish to give a whole "ad" to it. Do not expect it to be a whirlwind success the first day or the first week that you operate it. The event has to become well known to assure its greatest success. If you do not have enough callers to warrant the use of a "suggestion box," be sure to ask the visitors what their favorite selections are. Make it plain, though, that the expression of their desires places no obligation upon them whatever. The playing of favorite records is a great help in selling an instrument. And, lastly, show no undue haste to sell a machine to an inquirer. For obvious haste here will defeat the very spirit and success of these noonhour recitals. Remember, too, that these occasions get people into your store who probably never would otherwise visit it; that because of this they have to be handled more carefully and more skilfully; that it gives the always much-to-be-desired opportunity to hear the purity of tone of the Amberola and its re-creation of music, as against talking machine "music" with which they may be familiar. Remember, after you drop a 75c. Blue Amberol record it is still worth 75c.