The Edison phonograph monthly (Jan-Dec 1916)

EDISON PHONOGRAPH MONTHLY, APRIL, 1916 13 FILING SYSTEM FOR FOLLOW-UPS THE dealer who does not keep the names and addresses of the people to whom he has sold Amberola instruments or records and who does not make every effort to induce instrument owners to maintain their interest and remain steady purchasers of records is neglecting a profitable branch of his business. To make it profitable, however, it is not sufficient merely to keep the names of those to whom you have sold machines. It is essential that you have a definite plan by which you can follow them up and, by consistently calling their attention to the activities in the Amberola world, keep their own interest in music and phonographs in a state of activity. In order to show a customer from the very beginning that you give service it is a good plan to have a filing system by which you can keep informed as o the likes and dislikes of your various customers as far as phonograph records are concerned. The card to be used in connection with this system should contain spaces for the name and address of each person who has bought a machine or records from you. Further, it should have classifications relating to the variety of records preferred by the person whose name it contains. At one glance you should be able to learn whether the person listed prefers classical or popular music; vocal or intrumental music, and the names of his favorite singer and composer. Other useful classifications will suggest themselves as the dealer gives the subject consideration, and the system may be so handled that the dealer will have at his command a complete catalog of the musical preferences of every person who has ever bought a phonograph or records at his store. A customer, knowing that the information he has *iven you is on file, will expect occasional notifications from you and, when they come, he will regard them more as a personal favor on your part than as part of a scheme to keep him an active record purchaser. The notifications you send will be based on the contents of the monthly list of new records or such special lists as may be sent out from time to time. Where there are records on the lists that seem to meet the desires of certain of your customers, as these desires are indicated on the cards in your filing system, you will do well to send such customers a few lines on a postal card, calling their attention to the fact that you have received some new records by their favorite singer, composer, etc. Where customers have telephones it would be better to use this method of communication, for it brings you into direct personal touch and has proven very effective wherever it has been tried. CONCERTS AND HOW TO CONDUCT THEM DEALERS will find that Amberola concerts, if they are given regularly so that those who are interested will become accustomed to look forward to them, will become a valuable factor in increasing sales of instruments and records. Instead of arranging for concerts in your studio in connection with holidays or other occasions that would result in the irregular occurrence of the demonstrations, give a concert each week on a regular day and at a regular hour. Perhaps your attendance will be light at first, but those who come and find pleasure in the music of the Amberola will bring their friends when they come again, and in this way it will not be long before you have a large and appreciative audience at each of your demonstrations. It is not wise even to attempt to make any sales at such an affair, because any suggestion of business would be a breach of etiquette. For the afternoon or for the evening, those who attend the concert on your invitation are your guests and you should not attempt to sell to a guest in your store any more than you would in your home. In fact, it might be a very good idea to have it thoroughly understood that no instruments or records will be sold on the afternoon or evening of the concert. The latter suggestion, to some, may appear to be carrying the concert idea to extreme lengths, but we believe that the advertising value of the announcement that your store is closed for business and open for the entertainment of your customers and their friends on a certain afternoon or evening each week will offset any profits that you might lose. The more you eliminate any suggestion of business from your public concerts, and the greater degree of regularity with which you give them, the more potential they will be in stimulating your sales and building up your business. AMBEROLOIDS •I The best way to make customers is to make friends. <§ Take care of the Amberolas and the Amberols will take care of themselves. <J Progress is a highway that must be made by he who travels over it. <I A full stock attracts full pocket-books and full pocket-books make empty shelves. C[ Make hay while the sun shines, but don't go to sleep when it rains. ^ Keep your windows clean and your customers will keep your shelves clean.