The Edison phonograph monthly (Jan-Dec 1912)

*&/Q EDISON PHONOGRAPH MONTHLY THE PLAN MAKER THE Plan Maker has mailed a new selling scheme to those Dealers who signified their intention of using the Plans. The new scheme is based on Home Recording, applying it to salespeople in various trades. We have been advertising in "The Dry Goods Economist," "Iron Age ■ — Hardware" and "Grocery World and General Merchant," using copy addressed directly at the sales forces in these different lines. The argument is that the Edison, by means of Home Recording, will teach salesmanship without the use of any text books. The advertisement, in each case, calls attention to the booklet "The Modern Blarney Stone" mentioned in this issue, and it also gives the names of several concerns, prominent in their respective lines, which have prepared special booklets on the selling of their products. The Plan Maker has enclosed copies of these advertisements and "The Modern Blarney Stone" suggesting that Dealers mail the copies of the ads to merchants engaged in the respective lines covered by the trade papers. A letter drawn up by the Plan Maker calls attention to the ad, linking it with the trade paper and inviting the merchant to investigate the Edison at the Dealer's store. The Plan Maker then goes on to caution Dealers against attempting to persuade prospects to make their first Records in Dealers' stores. He points out that it is very embarrassing for the beginner to make Records before strangers and urges that the prospect be permitted to take a Phonograph home with him and make his first Record there. The Dealer, after playing a few musical selections, should make a few Records himself, carefully explaining operations as he goes along and then when the prospect has "seen how it's done" the Dealer can suggest that he try making some Records at home. A few good selections in addition to the blanks would go a long way toward interesting the other members of the family in the Edison. It is not to be expected that Home Recording alone will sell many Edisons. The point is that many who do not feel that they can afford to buy a Phonograph simply for entertainment will feel justified in making the expenditure when they realize that the Edison has a distinct and unique value and that it Can be of great service to them along the line of self-improvement. There are also many, of course, with whom the money consideration is only secondary. They will be interested in the Recording feature, however, because of its great possibilities as an added means of entertainment. Home Recording must be considered by the Dealer as an added feature, a final argument which will pull the sale his way. It is an excellent subject with which to open an Edison talk, but the Dealer must not lose sight of the Blue Amberol, Diamond Point and other features. Dealers must be sure that when they sell a Home Recording Outfit to a man who has bought a Phonograph equipped with the Diamond Reproducer that they also provide him with a Model "N" Sapphire speaker with which to play the soft Recording Blanks. Sales Department Bulletin No. 80 gives the special price for the Model "N*" THE STREET CAR CARD THE car card offered in our last issue seemed to supply a long-felt want. We received more orders than we expected and it looks as though a good number of Dealers are going to give the cards a thorough try-out. We are preparing some new cards which we will announce shortly and if the Trade will make sufficient use of the cards to justify us in so doing, we will maintain a regular service. There are very few Edison Dealers whose stores are not situated in towns through which pass street cars of some variety — even New York has horsecars. There are then but few Dealers who cannot use these cards. It is simply a matter of deciding that you are going to use them. You have seen the same people, year after year, advertising in the street cars. You know that they would not do it if it did not pay. Experience is only good if we profit by it. The wise man profits by the experience of others — are you going to order a car card? There are still some of the first cards in stock, mortised for your name. Send in your order while it is still fresh in your mind. We pay for the imprinting — you pay the transportation. You have received the Blue Amberol Records by this time and you must be fully convinced of the fact that it has no superior in tone or wearing quality. Tell your story to the people of your city or town by means of the street car. You know that almost everybody in your, community has occasion to use the cars and that a big percentage of these people use them regularly every day. Have a daily talk with them and impress yourself and your goods upon them in a lasting way. But be sure that when they come to see your store and hear the Edison, that they will be still further interested and attracted by your windows and the general appearance of your store.