The Edison phonograph monthly (Jan-Dec 1916)

The Edison Phonograph Monthly Volume XIV APRIL, 1916 Number 4 Published in the interest of EDISON AMBEROLA PHONOGRAPHS AND BLUE AMBEROL RECORDS By Thomas A. Edison, Inc. ORANGE, N. J., U. S. A. Foreign Offices: 164 WARDOUR ST., LONDON, W. ENGLAND 364-372 KENT STREET, SYDNEY, N. S. W. 3 YORKSTRASSE, BERLIN 59 RUE DES PETITES-ECURIES, PARIS EDITORIAL Prosperity The general prosperity of our country, due to the industrial activity that has resulted from the war in Europe, should make this year an exceptionally profitable one for dealers in Edison phonographs. Fortunate investments, steady work, increased salaries and other evidences of good times, have brought thousands of people more money than they ever had before. The total sum that will be spent by these people for voice-reproducing machines during the next few months is so large that it will pay the Amberola dealer to make exceptional efforts to secure all the trade that he can. Under present conditions an advertising appropriation or the stimulation of sales by some other means that require the expenditure of a limited and reasonable sum of money seem to be perfectly justifiable and entirely in keeping with sound business policy. Encouragement "Shake — and let's get acquainted," commences a letter that is printed at greater length in another part of this issue. This is just what we have been trying to do for some time past, and this communication, breathing a spirit of fraternity and optimism, indicates that our endeavors to create a strong spirit of co-operation among those who are interested in the sale of the Amberol line are not being made in vain. Each dealer who handles Amberolas or Amberol records should read this letter carefully. He will find it an expression of the ideal relations that should exist between us all. And, from a business standpoint, it will convince him that the Amberola line is decidedly an active proposition. "Edison" It is an unwise dealer who is not taking full advantage of the wonderful prestige of the name "Edison," because there is no asset in all the wide range of the phonograph business that can compare in value with the name of the inventor of the phonograph. Thomas A. Edison is one of the great men of this age and one of the greatest figures in the annals of civilization. If you will do all you can to keep this before prospective buyers of machines, or before those who may become prospective purchasers, and if you will impress them with the absurdity of thinking that such a genius would let his name be used in connection with any but the most perfect of voicereproducing instruments, it will assist you wonderfully in selling the Amberola line. Friendly Interest There is no more certain way to secure and hold patronage than by taking a friendly interest in your customer and making him feel that you value his personal esteem as much, if not more, than you do his business. While the bounds of friendly interest are difficult to fix and the manner of showing it will vary according to the characteristics r each customer, the term is one that seems adequately to define itself. By tactful conversation and careful attention make a customer feel that you value his friendship above his trade. Friendly interest is a higher attainment than uninterested efficiency. It makes friends as well as customers, and friends boost while customers only buy. In order to show your friendly interest you must talk. You must talk in order to make your customer talk. And, above all things, listen to his conversation and endeavor to sympathize with his opinions and his ideas.