The talking machine world (Jan-June 1928)

Fifty Boys Sell for Gray Gray Music Co., in Town of 70,000 People, Increases Record Sales 40 Per Cent With Aid of Canvassers THERE is nothing startlingly original in the principle of increasing sales by adding to the sales force. But it is rather remarkable for a music store in a small city to employ fifty additional salesmen, put them to work on commission in the store's record department, and turn in a big profit by the venture. That is what Clifford L. Gray did in London, Ontario, a city of 70,000 people. Mr. Gray evolved this unique merchandising plan for the Gray Music Co. to see what could be done at a season of the year which usually registered a low output. The result was that the store increased its sales of Victor records 40 per cent during the period from January 15 to February 15. The salesmen employed for this special campaign were schoolboys. Record-Selling Campaign Mr. Gray advertised a record-selling contest. Fifty boys answered the ads and were engaged. Each one was supplied with ten selected records, a carrier, and a catalog. They were offered 10 per cent commission on all sales and the three best salesmen were to get watches. This was incentive enough. The boys canvassed every householder in the city of London in the 30-day period. Not only were the Gray Co.'s sales lifted to new levels, but an intimate connection with a vast new clientele was established. It was almost too much to expect that this By John G. Sanderson schoolboj's' contest would be effective. The Gray Co. is the most active store of the kind in London, and advertises extensively at all times, and is constantly pepping up regular record sales. According to the Victor people, the Gray Co. handled in 1927 30 per cent more records than its two closest competitors combined. Sales were kept at a steady high level and no increase had been registered for six months. It was plainly seen that it would require an extraordinary effort to register a gain, particularly at the period of the year when returns might very well be expected to sag to a considerable extent. Fourteen-Year-Old Boys Best At first it was decided to limit the contest to twenty boys, but the quality of the applicants was so high that restrictions were removed. Each boy was asked for a letter of introduction from minister, teacher, or other responsible person. The ages of the boys ranged from 13 to 16 years, and the boys of 14 proved to be the best salesmen. A boy of this age eventually won the best of the three gold watches. Canvassing earlier than four o'clock was forbidden, but there was no other limit, and many of them worked as late as 10 o'clock at night. Of the original 50 boys, 28 worked the whole 30-day period. Every canvasser had ten selected records. He was allowed to sell these or to sell from the catalog. His assortment was filled up again after each day's sales. Sales from the catalog were checked at the .store, and commissions credited to the salesman. Big Sales in Apartment Houses Strange to relate, the highest percentage of sales was made in apartment houses. These sacred spots are usually tabu to the ordinary canvasser, but boys of the age employed in the record contest found no difficulty in gaining entrance. The boys made out daily report slips. Although no districts were mapped out in detail, a close check on territory was kept so that the whole city was eventually canvassed. No attempt was made to keep a list of names and addresses of purchasers, although this could have been done with very little additional effort. "We were astonished," was Mr. Gray's comment on the success of the scheme. "We did not believe we would make any real profit, but were content to accept a loss because of the great advertising value involved. We found, however, that we had underestimated, and that we did make money directly from the sales plan. A great many customers were attracted to the store, and bought records from the catalogs left by the boys." The Victor Talking Machine Co. heard of the idea, broadcast it to others, and it has already been tried successfully in Chatham, Ontario. New Line of OUTING Portable Phonographs Latest Offering by the Makers of Nyacco Products New Baby Outing $12.00 List New Junior Outing $15.00 List jobbers — Write for Special Quantity Discount New Senior Outing $25.00 List NEW YORK ALBUM & CARD CO., Inc. Established 1907 64-68 Wooster Street, New York 4