The talking machine world (Oct-Dec 1921)

October 15, 1921 THE TALKING MACHINE WORLD 9 rolls and records alone and does not handle player-pianos or talking machines. Though his remarks concern music rolls particularly, the same selling rules apply to records and a study of his methods will go far to help the average dealer in solving the problem of the unused talking machine, the instrument of which the owner has become tired through lack of interest in records. One point that is particularly emphasized by Mr. Baker is that his best selling roll is "Turkey in the Straw," with such numbers as "When You and I Were Young, Maggie," "Down by the Old Mill Stream," and various old-time sacred selections standing high on the list. He declares that every player-piano or talking machine sold should have these old-time selections, including Uncle Josh and similar records, in the initial library to please the old folks, even though the younger element demands jazz or lighter numbers. Another point made is that none of Mr. Baker's sales people are permitted to feature the coming hits when a customer demands new rolls or records. If he buys a current success the plan is to sell him some standard numbers to go with it, for when the coming hit arrives he will come in a second time voluntarily to get the new number. "Selling a customer a coming hit," declares Mr. Baker, "is to kill a future sale by heading off the second voluntary visit to your store." Tlie selling points offered by Mr. Baker are practical and are based upon actual and successful experience. They are well worthy of consideration. >fl . JDl6 EAA. / BUS1HE66 THERE IF COMBINED EFFORT IN SALES PROMOTION PAYS TO succeed under modern conditions concentration is necessary. And this means well-directed effort — ergo results. The day of random effort is past, and concentration on sales promotion can be brought about through co-operative effort most effectively. In union there is strength, and the efforts of the distributor and dealer combined means much for the success of all interested. The closer co-operation between the distributor and the dealer in the matter of sales promotion — one of the several progressive plans recently inaugurated by a number of talking machine jobbers — is a move distinctly in the right direction. Experts have been engaged to visit dealers for the purpose of showing how to work up prospect lists, supply them with suitable sales literature, including special letters to fit the dealer's local requirements, and other sales suggestions and aids are furnished and arranged so simply and effectively that they can be utilized along the most logical channels for distribution. This advanced type of sales service is not only particularly pertinent just now, but it is a progressive move that will do much to stimulate dealers into new lines of activity — a move that will give them a larger vision in the development of their business. From reports received by The World this good work is already bearing fruit, and a great many dealers are realizing that there is a veritable mine of business at their doors which was never properly developed. The dealer who succeeds to-day must realize that we are facing new conditions — that the man who wins must be prepared to work his territory intelligently and persistently. A great many dealers have the brains and inclination to achieve this end successfully, but there are many others who may have the will, but who lack the directing force which means so much in attaining the desired end. It is in this case that the plan now being pursued by a number of prominent talking machine distributors is proving most advantageous. The dealers are supplied with vital information on how to inaugurate and win a campaign for more business. Thus positive means for enlarging the volume of their sales is provided which they cannot afford to overlook. ONE PEARSALL DEALER writes: Gentlemen: I feel we must pause in the rush of the day to give you a few words of approbation relative to your shipment of records received this week. The order left Binghamton Monday night and on Wednesday noon the goods, which came by freight, were in our store. So as a believer in more "taffy" and less "epitaphy" I am sending this expression of my feelings in the matter. hut Ask any Pearsall Dealer, he will tell you "Desire to Serve Plus Ability J' nother 'feather' in fii5 Cap/ 10 EAST 39th ST. NEW YORK CITY SILAS E. PEARSALL COMPANY MM