The talking machine world (Jan-June 1928)

Money-Making Suggestions for Ambitions Merchants Association Activities Merit the Support of Every Dealer — 70 Per Cent of Sales Are Emotional Rather Than Logical — Vary the Instrument Which You Are Using in Demonstrations — Do You Tie Up With Local Happenings? — The Personal Touch Is a Big Factor If there has ever been a time when talking machine and radio dealers should take an active interest in their local associations it is the present. During 1927 the radio trade benefited from the remedying of many undesirable features of merchandising which ate into profits and caused dealers to bemoan the difficult circumstances connected with the selling of a set. The bugaboo of service has to a great extent been cleaned up, due to a number of reasons, mainly the improvement in radio receivers, the education of the public and of the dealer — but there are a number of factors that a group as the individual dealer would be unable to help. The Northwest Radio Association has done much to improve listening and selling conditions; the New York Talking Machine and Radio Men, Inc., are at the present time discussing some means of securing better discounts; the Wisconsin Radio Trades Association just last month agreed that the members would not sell on home demonstrations, limiting the time a set will be left in a home on approval to one evening. The activities of these organizations have done much to help radio merchandising conditions. Every dealer in every locality should give his support, attention and efforts to further the work of his association. He benefits from this work whether he is a member or not, so it is only just that he should pay in return for the value received. Logic and the Emotions In addressing Brunswick dealers throughout the country, O. P. Harris, special traveling representative of the Brunswick Co., makes the statement that 70 per cent of all sales -are emotional, while only 30 per cent are logical. In other words, the dealer or salesman who is content to sell a customer just what he or she enters the store to buy is getting 30 per cent of what might be sold with proper salesmanship. The average record customer who mentions a record can in ninety-nine cases out of a hundred increase the purchase many times. And so, too, with window displays. Create them with a definite purpose. Bring out some point which will cause a desire for ownership in the minds of the passers-by. If sales generally are but 30 per cent logical and the balance emotional, then with music and things musical, the latter percentage must be even greater, for music is primarily an emotional art. Don't be content with the 30 per cent that logic dictates, appeal to the emotions and see how much you can increase each purchase. Feature All in Turn The days of the exclusive talking machine, piano and radio store are past or are fast passing. With very few exceptions the music store of the present day is a general music store, and not only are kindred musical instruments carried, but in many instances competing lines of merchandise are displayed side by side. It follows, therefore, if many talking machine and phonograph companies and radio manufacturers, making instruments for almost identical prices, are successful, there must be something about the instruments that is different, some individual point which has its own appeal. With this condition prevailing, the policy that has been put into effect by many dealers of featuring a different make or type instrument each week seems to be a good one. If your store is one that follows the practice of playing an instrument at the door, use a different instrument occasionally; if you depend on indoor demonstrations, use different models more frequently. Even though you are sold on a certain type of instrument, give the customer a chance to decide. A Successful Display It is the unusual in merchandising which attracts attention and, consequently, makes for more sales and greater profits. Are you content to go along as you did for the past five, ten or fifteen years, or are you modernized? The instruments you are selling have changed, but how about yourself? The dealer of the present day, to reap the possible profits, must be awake to every opportunity. He must take advantage of every situation. An instance which might perhaps be illuminating was that of a dealer in Schenectady, N. Y. A new hotel was opened, built on the modern style with stores occupying the street floor. As often happens the hotel was ready to open with the stores still unoccupied. The dealer in question, taking advantage of the situation and with the holiday season at hand, got in touch with the renting agents, and at a price secured the window space of the unoccupied stores for display purposes. Each of the store windows was utilized to present to the public one or more of the latest in musical instruments in appropriate settings. Talking machines, radio receivers and other musical instruments were shown, Yuletide season trimmings bedecked the window. The result, sales far in advance of what would have been made if the dealer depended entirely on his own limited display space. "It pays to advertise" has been said so often that it has become a bromide, yet it is true. Where and how to advertise depends entirely upon circumstances in each community and the ingenuity and foresight of each individual retail music dealer. The Personal Touch The personal touch in salesmanship is undoubtedly the difference between a mediocre salesman and a live wire who sells above the average competitor at all times — good, bad and indifferent. In the December issue of The Talking Machine World appeared a story of a salesman who has built up a following of customers, and averages $30,000 a year in record sales alone. His own explanation was that he treated everyone who entered the store as a friend, and the personal equation has played a major part in his successful career. Another interesting example of the personal touch was that utilized by the salesmen of the Music Rooms of the Lion Store, Toledo, O., who when they sent folders to prospects, illustrating and describing the line of talking machines, wrote on the cover in pen and ink — "there is a model for you pictured here — won't you permit me to show it to you?" Just a few words, but they make all the difference between catching Lhe customer's attention or losing it. It is surprising to anyone who is in close contact with the music and radio retail trade to realize just how often the little things, the insignificant details so liable to be overlooked, are responsible for the building up of successful businesses. Do the little things right, extend yourself to be more friendly to your trade, and the big things will come along of their own volition. No one will attempt to belittle the value of good will, yet it is built up by apparently trifling and unimportant courtesies. Advancement of Music Music dealers, regardless of the instruments they carry, should make it a point to be thoroughly informed of the work being done by the National Bureau for the Advancement of Music. This organization has for many years been active in furthering the cause of music, and it is ready at all times to give of its knowledge and experience to assist dealers in their promotion plans. Among the activities it has sponsored and is sponsoring which make for the betterment of the retail music business are: the organization of school bands and orchestras, the school music memory contests and a host of others equally important. If you have done nothing to encourage the formation of school musical organizations, or if you have failed to co-operate with the educational authorities in their music memory contests, you have overlooked a big opportunity to increase good will and profits. If you are at all hesitant, as to ways of helping to boost musical activities in your community, write to the Bureau for the Advancement of Music, 45 West Forty-fifth street, New York. C. M. Tremaine, director of the organization, is at all times willing and anxious to hear from dealers and to proffer his good advice. of dealers working as a unit can remedy, where "Here's the best aerial to use with that set you've bought Just connect it to your set and plug into the nearest light socket. This little device uses absolutely no current, requires no lightning arrester, and cuts static down to almost zero. You will get the same perfect reception as you've just listened to here — because we always demonstrate with the Dubilier Light Socket Aerial. Expensive? No, sir! Only $1.50." "More dealers than you can count are showing off their receivers to best advantage with this unique aerial, and then selling them at good profit with every set. Others are including the Dubilier Light Socket Aerial in the purchase price of equipped sets as an added inducement. Have you tried out either of these plans? If you're not equipped to collect on this nationally advertised aerial, phone your jobber today for a trial supply. Packed individually in attractive counter display cartons of ten. They are available through any good radio distributor. Dubilier Condenser Corp. 4377 Bronx Blvd. New York Dubilier LIGHT SOCKET AERIAL 32