The talking machine world (Jan-June 1928)

Profit Wnnfi$ Sales Wrinkles Move the Slow Movers— Participate in Community Affairs and Profit— Unusual Log Card Is a Real Service — Build the Average Unit of Record Sales —Installs Buzzer in Demonstration Booths — Other Stunts Sales effort should be largely centered on hard-to-move merchandise. The popular instruments and records which enjoy the great demand of the moment require less effort to sell in volume, leaving the dealer free to busy himself with ways and means of building up sales of merchandise that ordinarily moves more slowly. This is especially true of the finest recordings, including the sets of records contained in albums that the leading companies are now producing. While there is a consistent demand for these album sets from music lovers, there is a large potential market among purchasers of popular music on records that has barely been scratched. It is up to the dealer to build up his sales of album sets and also of other fine recordings for several reasons. First, by doing this the dealer will be placing his record business on a sounder foundation. Second, the unit of sales is increased. Third, they bring in more cash, and this in itself should be the prime motive for getting behind these records with some real sales effort. Wurlitzer's, in New York, for example, display the record album sets on one of their show cases in the front of the store where record customers cannot fail to see them. A suggestion is all that is necessary and this method of display accomplishes its purpose. People make inquiries regarding the album sets and then the sales person gets busy. Try it. These records are worth a good window and store display as well as direct mail and advertising effort. Building Good Will Active participation in civic affairs is worthwhile for the talking machine and radio dealer from the standpoint of business. One of the best known and most progressive retailers in Union City, N. J., is Frank Hermance, who has built up a large following by intelligent sales promotion effort. Recently Mr. Hermance tied up with a local Boy Scout drive, devoting one of his two large windows to a display of Scout equipment. In addition he displayed small musical instruments, such as harmonicas and ukuleles in a tie up with the Scout movement. This is the type of co-operation with local affairs that brings returns in dollars and cents. This dealer overlooks no opportunities for bringing his store and service to the attention of the public. Another clever stunt that has been responsible for a considerable amount of business over a period of time is an announcement on the back of his business cards, which reads as follows: "We will set up and demonstrate any radio of your selection in your home free of charge." This may seem like a too generous offer, but Mr. Hermance relies on the quality of his merchandise and his sales ability to put over the deal once he has interested the customer to the point of a home demonstration. Unusual Log Card An unusual form of sales promotion and service to customers is practiced by the Mogle Radio Co., RCA dealer of Winfield, Kans. With every sale of a receiver a log card is given, with stations listed and with the dial numbers filled in, instead of a blank space to be filled in by the customer. Another feature the card Send in Ideas ! ! Perhaps in conducting your business you make use of some unusual method in selling radio, talking machines, records or accessories, or perhaps your method of servicing is out of the ordinary. If these ideas have proved successful, send us a note telling of them. Photographs will add interest. has is that the stations lisfted have actually been logged in by a receiver of the same model as that being purchased by a set operated in Winfield. In addition, this card lists the names of some 200 Radiola owners residing in or about Winfield. The prospect is invited to ask any of the people listed about the capabilities of their Radiolas and about the service which the Mogle Radio Co. renders. Increasing Unit Sales A dealer in the Middle West has discovered a way to increase the interest of his sales people in building up his business. There is nothing particularly new in the idea, but nevertheless, there are many retailers who might take similar steps to advantage. The average record clerk very often gets into a rut, and when this happens sales are bound to suffer. Order taking is not selling and when this dealer came to the conclusion that most of his clerks were order takers he decided that he would make it worth while for them to actually sell the customers. In other words he decided that many sales of one record should have been a sale of two or more discs, the failure being on the part of the sales person to properly take advantage of the interest of the customer in his or her talking machine. Therefore, he decided upon a system of compensation designed to reward the salesman who sold the largest number of records in the course of a week; the sales person who sold the largest number of various specified types of records, such as classical, standard, popular. A special commission was given for the sale of each specified record falling in the "dead stock" class. The benefits of the plan were immediately manifest. Tlx. clerks got right down to business, because the} realized that the size of their weekly salary depended in a large measure on their ability to to sell more records. Bettering Service The Klingman-Kelsall Music Co., 632 South Fourth street, Louisville, Ky., which opened April 1, has installed in its fifteen record demonstration booths, a novel feature which should go a long way in building up record sales and winning customer good will. This is a record service signal system and in each booth a button is prominently displayed with a notation that by pressing the button the customer calls a clerk from the record department. In this manner record buyers will be spared the trouble of making trips to the record counter if additional discs are wanted, and the record salesmen will be spared the unnecessary inconvenience of keeping an eye on each booth to see if the prospective customers are being properly served. Gene Klingman, one of the firm's members, informs The Talking Machine World that he believes this system will greatly improve record service. Re: Past Releases Recently the Philadelphia Victor Distributors, Inc., sent to dealers in their territory an attractive bulletin, listing fifteen record couplings, under the caption, "America's Best Sellers." The list was a varied one, including dance orchestra selections, violin solos, vocal duets, symphonic orchestra recordings and others. Some of the records were new, others not so new, but each recording was selected by an expert as having a wide appeal. Why cannot the dealer, knowing the tastes of his customers, prepare at intervals a similar list. The record customer cannot, or does not, buy every lecord as it is released. Some favorite might be overlooked. Look over your release listings for the past six months or so. Pick out the records which you found the best sellers. Make a list of them and send them, accompanied by an informatory letter, to your mailing list and await the sales. Sell Albums That Will Adequately Protect Your Customers' Valuable Records The New National Loose Leaf Record Album Beautiful in design. Durable and flat-opening. (Patent Applied For) Write for descriptive list and prices. NATIONAL PUBLISHING CO. Factory and Main Office 239-245 So. American St., Philadelphia, Pa. Salesroom: 225 Fifth Ave., New York City 14