The talking machine world (Jan-June 1928)

The Talking Machine World Vol. 24. No. 1 New York, January, 1928 Price Twenty-five Cents Clarence H. Mansfield, the author of this article, is manager of the phonograph-radio division of the Fitzgerald Music Co., Los Angeles, Cal., and he writes with authority on merchandising uilding a Profit-Producin Sales Organization THE first thing to be considered in any specialty merchandising business such as the phonograph and radio business is the sales organization — for upon the ability and success of the sales organization depends the success of the business as a whole. Therefore, much care should be taken in its selection. I believe that there are few sales managers who can look at and talk to a man and tell whether or not he will make a successful salesman— I know I certainly cannot, and I have interviewed hundreds and employed scores. There are, of course, certain qualificationsbasic ones— that are essential to successful salesmanship and should be looked for, but sometimes some man will come along apparently utterly devoid of most of these qualifications and upset the rule by making an outstanding success. In selecting new men I have found that the following characteristics are highly desirable and should be looked for— placed in the order of their importance: 1. Personality 2. Enthusiasm 3. Intelligence 4. Ambition 5. Appearance 6. Desire to work 7. Specialty Selling Experience There are also drawbacks which are just as important to look for which I will list here: 1. Laziness 2. Crudeness of Manner 3. Slovenly Appearance 4. Lack of Intelligence 5. Lack of Specialty Selling Experience It is very hard to find any man who possesses most of the good characteristics without some of the undesirable ones — but when you find a man who measures minus on the five undesirable points then the chances are that you have a man worth trying. In this connection I find it safer and easier to measure his drawbacks first, rather than his good qualifications. Often if the drawbacks are not too great, then you may take a chance on the good qualifications of the applicant for the position. Process of Elimination In building up a sales organization the sales manager must always bear in mind that, as a rule, he must try out thoroughly three or four men to get one or two good men — and as every promising man should have a trial of at least one month, it can readily be seen that it is a slow, tedious process of elimination. Some of the best salesmen I have known were complete failures their first month or two of service. One qualification, the value of which is often over-exaggerated, is phonograph selling experience. Many organizations do not grow very rapidly because the sales manager is loath to hire anyone without experience. As the applicants with experience are few, consequently he has few men from whom to pick. It is part of the sales manager's job to teach and train inexperienced salesmen and thus build up the i irganization. 1 1 is interesting to note that some of the most C. H. Mansfield successful phonograph and radio salesmen I have ever known never had previous selling experience of any kind. One was even a professional prize fighter — some were bookkeepers — others were actors — some bank clerks — and still others newspaper reporters. Yet these particular men — who had no previous selling experience, all made outstanding successes selling phonographs and radios. In analyzing them, however, I find they all possess one outstanding attribute — personality — hence, I rate this as the most desirable qualification. Now I do not want to minimize the importance of previous selling experience. If I had my choice between two men — one without experience, but who had all the good qualifications, and a man who had had considerable experience, but lacked some of the good qualifications, I'd choose the man with experience. But 1 have always made it a rule to take both men when I have the two to choose between, and after a try-out period select the best man of the two. Getting in Touch With the Right Men The question that seems to bother many salemanagers is how to get in touch with these prospective salesmen. That is simple enough and can be answered in one word — advertise. See second last puge for Index of Articles of Interest in this issun 3 Advertise in the employment want columns of the newspapers as well as in display space and word your ad in such a dignified manner as to attract the type of men you wish. Here is the type of advertisement that I have found effective: "WANTED: By a high class music store— Salesman to sell Radios and the new type Phonographs. (Orthophonic Victrolas and Brunswick Panatropes). A permanent position with excellent opportunity for advancement in a business that is growing phenomenally. The work is pleasant— educational— interesting—and highly remunerative to the successful salesman. No previous experience necessary. We will give complete sales training to man of right calibre. Apply in person between 8 and 10 A. M. to Mr. Blank, Blank Music Co., 727-729 South Hill Street." Another effective means of getting in touch with the right sort of young men is to send a letter, such as you will find reproduced herewith, to prominent business and professional men, college professors and high school principals. The results from this letter will surprise you, and you will also note that we have ""t forgotten to incorporate a little selling point in this letter about the new phonographs for i he benefit of the recipient: "Dear Sir: "Possibly you know of some bright young man — someone whom you think possesses fundamental qualifications of a good salesman— who would like to become connected with our organization, selling Radios and the new Orthophonic Victrolas and Brunswick Panatropes. "To such a young man we offer a permanent connection with excellent opportunities for advancement in a business that is growing phenomenally. "Particularly do these new musical instruments, developed by both the Brunswick and Victor companies, offer a fertile field for the salesman. These marvelous new instruments are taking the country by storm. They reproduce music from both records and radio with realism that is positively astounding. You can readily understand what a tremendous field there is for such sensational instruments. "The young man you refer to us need have no previous experience, for we offer an intensive sales training that will soon put him in a position — if he is diligent, applies himself, and possesses ability — to earn an income much in excess of what might be his possibilities elsewhere. The work is pleasant— educational and interesting. "Any such man whom you may refer to us will receive our earnest consideration and in doing so you will not only do us a great favor, but undoubtedly you will be instrumental in giving some young man an opportunity for which he will ever be grateful. "Sincerely yours," When your applicants come in, remember that if they possess good qualifications — and have had no experience in the phonograph and radio business, then it is up to you to sell them on the opportunity that this business offers. Never adopt the gruff "take it or leave it" attitude. If the applicant is desirable, the chances are that some other sales manager in some other line of business may be trying to "sell" him a job also. Remember that while you are (Continued on page \\) of The World