The talking machine world (Jan-June 1928)

Collecting From Delinquent Customers Without the Loss of Their Valuable Good-Will R. J. Cassell R. J. Cassell, formerly collection manager of Grinnell Bros., Detroit, the author of this interesting article on handling of open accounts, is the author of "The Art o£ Collecting." Other articles by him on various phases of the music business will appear in forthcoming issues of The Talking Machine World.— Editor. ■ L OOK pleasant now," said the photographer. There! Now you may resume your natural expression." We in the radio and phonograph business must all look pleasant while on the job; after that we may resume our natural expression — if we can. It is apt to become a habit and become the smile that won't come off. Smile and the world smiles with you; the world likes optimism. We must not take life too seriously or we will be withholding success from ourselves. To leave optimism out of collecting would be as bad as Shakespeare's play of Hamlet with the Ghost omitted. Optimism, cheerfulness, courtesy are as potent in business building as any other qualities of a material nature. It has been said that a man who cannot smile should never be a merchant. So '■. I believe that this article will be of distinct advantage to all radio and phonograph business men, in successful collecting. Gains an Audience When the collector calls upon the debtor if he has a cheery good morning and a pleasant smile he will at least get an opportunity to talk to the debtor. I knew a big Irishman who wished to interview a certain party, and when he arrived at his blacksmith shop he found him busily engaged at the anvil. The Irishman in a cheery way said "Good morning" and stepped up to the forge, took the horseshoe which the man was forming out of his hand in a pair of tongs and began to hammer the shoe out of the piece of molten steel, all the time talking about the object of his call. He thus allowed the blacksmith to rest without losing time and was able to complete his interview. This man gained a hearing through cheerfulness and by a somewhat unusual method of approach. Holds the Attention The collector who has a pleasing manner and who looks at life through the glass of the optimist can so interest his debtor as to make him feel friendly and really confidential. He will then reveal the true conditions, which he would not do if he was assailed in a harsh abrupt manner. Many debtors will then feel that they want to do all they can for a man Sincere Optimism and a Pleasant Smile Often More Effective Than Threats in Collecting By R. J. Cassell of this disposition. It is not necessary to weaken in the least your request for the money, but you can do it by employing tact and thus not only get the money, but also retain the friendship of the debtor. The bigger and broader the collector's viewpoint the more successful will he be in first getting an audience and then in holding the debtor's attention and in drawing out the necessary facts which are so important in forming his judgment. Persuading the Debtor It is very hard to refuse a request which is accompanied with a smile. The way to get this smile is to feel it, feel kindly towards the debtor. Most debtors are honest; their delay in payment is not from a motive to defraud, but often from a lack of good management. Your optimistic manner, your offer to aid will appeal to most debtors who desire to do the right thing. You must realize that the emotions do more towards affecting action with most debtors than cold, hard reasoning. It is of course necessary to furnish reasons and to be practical. But this can be done in a kindly, suggestive manner and the results will be much greater than if the request is made as a demand in cold, calculating manner. Remember it is your objective to persuade and thus induce action on the part of the customer. Retaining the Good Will Every business man spends thousands of dollars in advertising and years of patient toil to build up a clientele. This is the good will, the favor of the buying public, and no one will deny that it is absolutely essential to success to have this good will. It is the net result of all your dealings with the public. It comes to the employer through the smile of the employe, the spirit of service which is after all the only excuse which the business man has for being in business. "Courtesy pays." It pays employe; it pays employer, and it pays the customer. Discourtesy is friction, rust on the wheel. Courtesy makes you feel better, makes everybody else feel better. Symbolizes Hospitality The genuine smile is the beacon light of hospitality. The debtor feels that he is welcome and he warms up to the occasion. He feels that confidence which makes him unburden his inner feelings and brings out the real cause of delay in payment. A soft answer turneth away wrath, so kindness and civility will knock the chip off the shoulder of the rough fellow who comes into your office in a fighting mood. True politeness comes of sincerity. It must be the outcome of the heart or it will make no lasting impression, for no amount of polish can dispense with truthfulness and sincere courtesy. The Hypocritical Smile There are people who smile as many actors smile upon the stage, simply to gain the applause of the audience. As Abe Lincoln said, "You can fool some of the people some of the time, you can fool all of the people some of the time, but you can't fool all of the people all of the time." Look out for this smile on the lips of the debtor: it bespeaks insincerity and the promises of such a debtor will be as easily broken as they are made. The collection manager should build character so that his smile will not be hypocritical if he really wants to impress the debtor, gain his real confidence and thus secure results. Take the customers' viewpoint, imagine yourself in an interview with the collection manager in some other line of business with which you are not familiar; realize that many matters which are simple to you are OPTIMISM The man who wins is the man who does, The man who makes things hum and buzz, The man who works and the man who acts, Who builds on a basis of solid facts; Who doesn't sit down to mope and dream, Who humps along with the force of steam, Who hasn't the time to fuss and fret, But gets there every time — you bet. not so clear to the customer. Cultivate patience, be hospitable, be genial and watch results. The Smile of Cordiality Contrast with the hypocritical smile the smile of sincerity. "The universe pays every man in his own coin. If you smile it smiles in return. If you frown, you will be frowned at. If you sing you will be invited to gay company. If you think you will be entertained by thinkers. If you love the world and earnestly seek the good therein, you will be surrounded by loving friends, and nature will pour into your lap the treasures of the earth." This has been termed the law of magnetic thought, it is the smile of cordiality and it is based on sincerity. The successful man is cheerful and hopeful. He has a smile on his face and meets everybody that comes in the same way. Get the Magnetic Smile — Be an Optimistic Collector. Federal Radio Corp. Adopts Slogan for Ads The slogan "Built to Exceed your Expectation" has been adopted by the Federal Radio Corp., Buffalo, N. Y., for use in newspaper, and magazine advertising. It was the result of a contest recently conducted over radio station WGR at Buffalo, and was selected from several thousand entries by L. E. Noble, president of the Federal Radio Corp. and two Buffalo newspaper editors as the best expression of Federal's manufacturing policies. 28