The Edison phonograph monthly (Jan-Dec 1909)

Edison Phonograph Monthly, Jan., 1909 Store Management A monthly comment on things Edison Dealers may do which will make for increased sales. It's easy enough to tell a man why, but more difficult to tell him how, and yet a greater task to tell him what. Let's begin with what and work backwards, mentioning the how's and the why's incidentally. The post-Christmas clean-up should be the first matter to receive attention, if it has not already been attended to. The store should be put in order; there should be a place for everything and everything should be in its place. But perhaps this is the month in which you take an annual or semi-annual inventory of stock, with the accompanying days of disorder. If this is the case it is an excellent time for you to make any changes in the arrangement of your store that will make for convenience and artistic effect. Don't make any changes for art's sake at the expense of convenience, however. Remember that simplicity in arrangement and decoration is the higher form of art, and that art without utility is unworthy of the term. In this connection it might be well to emphasize the importance of an attractive and fitting environment for the successful retailing of Edison goods. The secret of perfect environment is in pleasing the human sensibilities. Since the Edison Phonograph reproduces music of every nature, it should make the greatest appeal to the possible purchaser when enveloped in an atmosphere congenial to the rendering of music and congenial to the listener. And the recipe? First, arrange for the comfort of the listener. There are few who can enjoy music standing up, leaning against a post or a counter. Supply comfortable chairs ; let the fresh air in ; see that the temperature is just right in your model concert hall. Second, respect the finer sensibilities of your more musical patrons. Make it a rule never to have two instruments playing at the same time; have it as quiet as possible during the playing of a Record; don't talk, and instruct selection is your clerks not to talk until the played through. This observance will impress the listener and will do much toward making a customer. In fact, it is the strongest kind of salesmanship for Edison goods, for it gives the machine an. opportunity to speak for itself. Third, determine as soon as possible something concerning the musical taste of your customer and play only those Records that will plea-e. Don't hold the notion that your personal ideas on music are standard and identical with anybody else's, for they're not. No two ta>tes are just alike. When you are uncertain as to a customer's musical likes and dislikes, it is always wise to play the better class of Records first, for you will soon learn whether you are entertaining a grand opera admirer or a vaudeville enthusiast. If, as assumed, this is your inventory month, you have doubtlessly discovered — or have had the fact confirmed — that your investment in Edison goods is one of the most valuable investments you made during the year owing to the remarkable rapidity with which Edison goods "turn over." On this account the carrying of a large Edison stock is shown to be economic. You can't sell what you haven't got, and people generally buy at the place where their selection may have the broadest scope. Don't ever lose a sale because you are "just out" of the thing desired. Stock up! Do it systematically. Phonographs: Have every model of the Edison Phonograph in sight and in commission — ready for demonstration at a moment's notice; have extra machines of each model on hand for use in window display; have also in stock enough machines of each model — boxed and ready for delivery — to satisfy your sales as counted on from past experience. Don't ever find yourself filling an order by taking one of your demonstrating machines for the purpose. Records: Most Dealers realize fully the vital importance of carrying a complete stock of all