The talking machine world (July-Dec 1924)

November IS, 1924 THE TALKING MACHINE WORLD 187 Building Larger Musical Merchandise Business by the "Old Customer" Route The Retailer Who Depends Entirely for Success on New Customers Is Losing Sight of His Greatest Source of Steady Profits Through Repeat Business, Says Frank V. Faulhaber The object of the foresighted music dealer is not alone to make a lone sale, losing sight of the new customer; retaining a hold on him — that is important! And how many dealers are doing it? How many music dealers are getting all the business they feel should be possible? Is every new customer being made the most of, encouraging him or her to call often, bringing, perhaps, friends? Important queries, these! Some Important Data What have been the results in the past? Just how many new customers are you attracting each week, and what per cent repeat? Certainly, if we neglect to keep some form of records of these customers we are doing business in the dark. An effort should be made to obtain the name and address of every new customer, making of him or her a friend for the store. Sales in certain lines may lag. Perhaps violins. Very well. If you collect the names, addresses of patrons, together with other specific data, you will realize to a nicety a given percentage of the customers upon whom you can place figurative fingers, who have purchased violins and similar instruments in the past. Now comes an important question: How many of these specific customers returned following their original purchases? Can you tell? And those who have stayed away — what are the reasons? Has ever any attempt been made to ascertain just why certain of these stay-aways ceased buying? Would it not profit the store greatly to know truly the reasons? And could not, through the suggested effort, a way be paved for further possible sales, many sales that else would never materialize? Let us ponder these questions. Let us determine whether not more business can be attracted through concerted efforts, making the most of every new customer, so all will be eager to call at the music store. Using Customers in Sales Promotion Gather names and addresses. When time irks, and jacking up of sales is hinted, let us see what some of the salesmen can do. There is the telephone. Get in touch with Mr. Bell, who bought a violin quite some time ago. Find out from him just how the instrument pleases. This is interested attention that will appeal to new customers and impel comments like: "Well, those people are more interested than merely selling a violin to me. Better keep them in mind." And this reasoning is the kind the retailer should try to develop. And, further, if this customer, same as with the others, has been immensely pleased, we have sufficient ground to warrant expectation of further trade from, and also through, him. Has this contention no base? Very well; then we call attention to the violin strings, music and books of a kind that should interest this new customer. Surely by telling about your goods this way more sales will come along! Make the Phone Work As suggested, much of this work can be accomplished by way of the phone. Possibilities, however, stop not here. When occasion justifies certain salesmen can call upon the new customers and find out further information of help to all. If you and the store dp the best to make the new customer a bigger musical enthusiast, what are you not accomplishing? And the customer, on the other side, will naturally want to keep in line with the music store manifesting all the consideration, for his benefit. Value of Adjusting Complaints At such times, of course, when a new customer finds fault with a musical instrument, or with the store, its service, or for any other reason, timely adjustments should and can be made. The new patron who stays away because indifferent service was accorded by a salesman places a finger on a flaw, a flaw to which properly might be given attention. The fewer flaws and faults there are the better it will be for prospects, for customers — for the store! So you see what possibilities there are in keeping a string on your new patrons. Consider, also, the friends of these new customers. One violin has been purchased; the transaction, in every way, has proved satisfactory. Upon adequate probing, we may find that Mr. Be"ll has a friend who is also a violinist; should there not be another sale in the offing? There may be any number of reasons deterring an inquiry by the friend; however, right here there is an opportunity that the store should not overlook. Get in touch with Mr. Bell, then strive to get an interview with friends who are prospective customers. All this will entail a little extra effort, yet much of this effort can be exerted when the opportunity is timely, when else time in the store would drag. Find out when it is most convenient to get in touch with the various new customers, and with their friends, then avail yourself of every opportunity. This will keep the store more busy, and that is what is wanted; it brings in that extra business. Sales-letters should have a place here, too. Tactful querying will prove fruitful of many leads that will bring sales often immediately; later follow-ups can be made, by phone, personal letters and by personal calls. Make the most of every new customer. Harmonica Featured in Victor Record and Radio The Hohner harmonica has been featured in a novel manner by both the talking machine and radio recently. The first phonograph record of the new Hohner chromatic harmonica has been produced by the Victor Co. on a record called "Hayseed Rag." Borah Minevitch, famous vaudeville Hohner harmonica artist, played the selection at the opening program of WGBS, the new Gimbel (New York) broadcasting, station. Mr. Minevitch was accorded a prominent place in the program. His playing brought many applause cards from those listening in. Two New Buescher-Equipped Orchestras Reach New York Two new Buescher-equipped orchestras recently joined those in New York, to whose playing thousands are dancing nightly. This is the Vernon-Owen Orchestra, which is playing at the Rosemont, Brooklyn's leading dance palace, and Dave Harman and His Orchestra at the Cinderella Ballroom, New York. Both of these orchestras were outfitted by the same dealer, the Euclid Music Co., Cleveland, O., whose retail sales of Buescher instruments promise to climb up near the two hundred thousand dollar mark the current year. New King Accounts Opened Cleveland, O., November 8. — A number of new accounts for the King line of saxophones and band instruments were opened recently by L. B. Dolan, traveling representative of the H. N. White Co., manufacturer of King instruments. Among the new King representatives are the Dayton department store in Minneapolis and the Mickel Music House, Omaha, Neb. AT the New York Hippodrome, the /»\ month of October, the feature was the Vernon-Owen Orchestra, of Cleveland, makers of Gennett Records. Edison sought them out and they made a series of Edison records under the name of Hotel Winton Orchestra. In every city the leading hotel, cafe, theatre and vaudeville orchestras use Buescher Band Instruments and Saxophones. There is a never-ending procession of touring orchestras for the dealer to hook up with — besides all the great recording orchestras. The window material we give you features all the big record orchestras. Let us show you the natural tie-up between your record stock and our instruments — and how each helps you sell more of the other. ' 'Ohio's Own Orchestra" — The Vernon-Owen Orchestra of Cleveland BAND INSTRUMENT CO., G-93 Buescher Block, ELKHART, INDIANA