The talking machine world (Jan-June 1928)

Talking Machine Dealer Uses Variety of Methods in Selling Musical Merchandise Canvassing, Advertising, Window Displays and Free Lesson Arrangements Are All Found to Be Effective in Stimulating the Sale of Band Instruments and Musical Merchandise This is the third of a series of articles dealing with various phases of the merchandising of band and orchestra instruments and small goods by talking machine dealers. The facts presented are the result of a nationwide survey among the dealers recently concluded by The Talking Machine World. — Editor. SALES methods have a direct bearing on the volume of musical merchandise sold in the retail talking machine store, according to the replies received in answer to a questionnaire sent to dealers throughout the country by The Talking Machine World. This survey, as outlined in previous articles, emphasized several important points. First, a majority of the talking machine stores throughout the country handle small musical instruments. In some stores the department is exceedingly small and in others the investment runs to well over five figures. Second, that experience has proved this department to be a profitable adjunct to the business. Third, that a musical merchandise department aids sales in all departments of the business. Sales Promotion Many methods of sales promotion are being used by talking machine dealers to insure turnover of small goods. Some retailers seem to specialize in canvassing; others put their main effort on advertising and window displays, and quite a number have developed arrangements by which purchasers of a musical instrument are given a certain number of free lessons, enough so that at least the customer reaches the point where his knowledge of the instrument is sufficient to keep his interest alive. Some dealers utilize all of these efforts, and it is noteworthy that merchants who do this are the ones who apparently are the most successful and have the most profitable business. Sales Methods Versus Turnover The relation of sales methods to turnover is graphically illustrated by some of the individual reports. For example, a dealer whose investment in small musical instruments is $10,000 states that his annual gross business is $20,000. This merchant declares that he finds advertising "good," canvassing "better" and window displays "good" as business builders. Another merchant who develops sales mainly by advertising, window displays and offering free lessons has an investment of $1,500, and reports a three-time turnover. One retailer secures a four-time turnover through sales promotion with the aid of music teachers. This merchant has become friendly with the teachers in his community, and has made arrangements with them whereby they are paid a commission on sales, just as would be paid to any other salesman. A dealer in Ohio states: "We utilize advertising, canvassing, window displays and free lessons without prejudice. We have no way of telling which method of sales promotion is most productive and we would not dispense with any, as it seems to us that the combination is most effective." Complete Stock Is Necessary One particularly important suggestion made by several of the dealers who answered the questionnaire was the necessity for an adequate stock. Certainly it is impossible for the dealer to sell what he doesn't handle, and there are many merchants throughout the country who are steadily losing business because of the incompleteness of their stocks. At best the investment in a musical merchandise section need not be large even if, from the standpoint of variety, the stock is fairly complete. The dealer who orders fifty ukuleles at one throw and then does not stock a few other instruments of the more popular kind is making a foolish mistake. Cut down on the single item to get diversity. That is good business. The Ideal Sideline The survey brought home the fact that the musical merchandise department is without question the ideal sideline for the talking machine store. First, because it is a kindred line and the merchant remains what he essentially is, a dealer in musical instruments. Second, the investment required is comparatively small, and for this reason the small goods department should be an attractive proposition for the dealer. Last, but not least: The musical merchandise section is a profit producer of the first magnitude, if properly handled. Protecting Your Profit SELLING musical merchandise demands time and energy. The dealer must go out and create business. He invests many dollars in developing prospects. Are you getting a full and fair return on your selling effort? The King Exclusive Franchise dealer receives absolute protection. Every inquiry is referred to him. He knows that he will get full profit on every sale in his territory. The complete protection cf the King plan and the high quality of King instruments make a good combination. Sales are easier and profits more certain. Full information is yours for the asking. There are enough rich territories still open to make your immediate inquiry well worth while. Write for our booklet on "The Advantages of Becoming a 'King' Dealer." THE H. N. WHITE CO, 5215-95 Superior Avenue, Cleveland, Ohio BAND ^Manufacturers of INSTRUMENTS 109