The talking machine world (Jan-June 1928)

The Discount Hound Is Ever Present — How One Manager Handled Such a Request Professional Musicians Who Request an Instrument for Nothing and Promise to Advertise It or Who Ask a Big "Cut" Are Regular Problems — E. J. Delano Answers One One of the situations which every musical merchandise and band instrument dealer must iace at some time or another is the proposition from the professional musician who wishes to secure one of the instruments which you are felling, but who, instead of paying for it, makes the offer to reimburse by giving the instrument and your store advertising through playing in public places and by passing the good word hlong of how wonderful he finds the instrument. Some of the more timid professionals do not ask for an outright gift, they would be satisfied with a good discount. Most dealers have encountered this situation so often that they have devised their own methods of handling the matter, but the following letter, which was written by E. J. Delano, manager of the retail band instrument department of Sherman, Clay & Co., San Francisco, Cal., to a traveling musician who made such a proposition in answering an advertisement, covers the matter so well that it is well worth printing. It reads: "Dear Sir: — "Our ad in sure was a success. It got us four bonafide cash sales of the new guitar from the benighted individuals who still believe that a good article is worth a fair price and have not become sophisticated enough to attempt to chisel us out of our property in return for a greater or less amount of problematical advertising. In addition to these bonafide sales, we had, by actual count, thirtyone propositions similar to yours, all offering to 'advertise' the new guitar. "Now this guitar is being well advertised by Henry Santry and his orchestra, who bought and paid real money for the instrument; also by Sol Hoopii and his Hawaiians, Columbia record artists, who also bought 'his'n'; and by Dave Kane and his Hawaiians, Victor recording artists. And I want to assure you that the writer personally separated David from the full amount nominated in the bond, $125. "I don't know whether we shall give away any of these silver guitars for advertising. Certainly it is not necessary at the present time, since we have difficulty in getting enough of them to sell. However, I don't say I won't do it, and in order to be perfectly fair with you I hereby give you No. 32 in line, same as in a barber shop, and promise you the thirty-second steel guitar that we decide to give out for advertising purposes. "However, it is likely to be about three years before we get around to you. Meanwhile, don't you think it would be a wonderful thing for you and your work to possess one of these instruments, even if we had to talk about such sordid details as money in connection with it? Pleasantries aside, and I assure you that no bitterness or sarcasm is meant by my preceding preliminary remarks, your purchase of one of these new steel guitars would result in the following pleasant sensations and your enjoyment: "No. 1 — You would have the warm, comfortable feeling around the heart of having purchased a good article from a reliable firm and paid them in the same kind of money they use to pay their clerks, department managers and other low-grade help. "2 — You would have pride of possession, and 1 believe you would be so chesty and pleased with yourself that you actually paid out real money for the instrument that you would find your money's worth in explaining to people that you had to do it, because the instrument is such a good one. "3 — Having provided yourself with the latest things in tools, your work, which is now good, would become immediately outstanding and superlatively good, so that theatres, radio stations, concert halls, political conventions and all other bodies that call people together and entertain them with music would bid for your services, and your daily or weekly stipend, salary or honorarium would mount as high as you care to put it without blushing. "Now, if you would like to try one of these instruments, please disconnect from your roll, which I know is an ample one, one small, unlucky, pitiful $2 bill, and send it to us. We (Continued on page 102) 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 of 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. 5215-96 Superior Avenue, Cleveland, Ohio Manufacturers °f BAND INSTRUMENTS 101