The Edison phonograph monthly (Jan-Dec 1916)

The Edison Phonograph Monthly Volume XIV MAY, 1916 Number 5 PUTTING OUT DIAMOND AMBEROLAS ON TRIAL YOU may be of the opinion that it does not pay to keep a good stock of Amberolas on hand. You may think that you make sales so infrequently that you need only carry one or two instruments of each type. You may think that you can easily replenish your stock before you lose any sales as a result of your inadequate stock. If you do think this, it is undoubtedly because you have had experience in your territory and know just about how many instruments you must keep on hand to meet all the demands that may be made on you. And you are right — to a certain extent. But did you ever think of the possibilities there are in ample stock aside from its window-trimming and immediate-sales value? Do you know that the business of every large typewriter manufacturing concern was built up by means of putting their machines out on trial. And the agents did not put them out on trial at the request of their prospects. They put them out on trial wherever they could find a business concern of any standing that would accept an offer of a trial and, through this method, made thousands of sales. There is not a great deal of difference between the Diamond Amberola and typewriters as far as the range of prices go and the sales methods used in pushing the latter should apply, in part at least, to the former. The one great difference lies in the fundamental methods used in getting the two lines from the manufacturer to the consumer. The typewriter manufacturers, for the greater part, established their own agencies while the phonograph is being handled through independent dealers. The former method made it possible for the typewriter agencies to carry heavy stocks of machines as each agency was a part of the company and the agent could secure the use of as many machines as he needed without paying for them. But if the history of the typewriter selling method indicates that carrying large stocks aided the dealer in disposing of machines, there is no reason why the dealer in phonographs cannot build up a stock and increase his •ales by using the typewriter sales methods. The great majority of dealers have a surplus that might far better be invested in stock than drawing a small rate of interest in a bank. And when you get the stock, keep your phonographs out. Keep them in the homes of responsible people who may be attracted by them when they know more about their possibilities. Don't think that it is a favor to allow a reputable person to take an instrument to his home and give it a thorough trial there. Consider it as a favor to you, if people will do this and make every effort to interest prospects to a point where they will allow you to place an instrument and a few records that they like in their homes. If you do this you will find one way in which a surplus stock can be made to pay big dividends and you will learn that putting instruments out on trial is one of the best ways of selling them. STIRRING UP RECORD SALES Have you developed the record sales possibilities of your field to the utmost? When an Amberola owner gets sluggish in his record buying what do you do to stir him up? Have you ever tried a series of form letters? We have prepared a series of three letters designed to renew the interest of Amberola owners who have slowed up in their purchases of records. We don't claim that miracles can be worked with these letters, but we are sure they will be helpful toward accomplishing the purpose for which they were written. Of course, you cannot depend on letters alone, and with this thought in mind we have arranged the third letter of the series so that it will open the way for a call to play the newest records on the owner's instrument. With this letter a card requesting a call may be sent, or not, as desired. If you are interested in keeping your record sales up to the maximum all the time, write us for copies of these letters. Perhaps you have a good method of your own for stimulating record sales. If so let us hear about it so we can pass it along to the other fellow. On the other hand, we will publish for your benefit anything worth while that we get from other sources.