The talking machine world (Oct-Dec 1921)

December 15, 1921 THE TALKING MACHINE WORLD 13 [iiiiiiiiiiiiiiiiii iiiiiiiiiiii iiiiiiiiiiiiiiiii Intelligent Salesmanship Is Biggest Single Need of Talking Machine Industry Today IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIU How many hours a day does the average outside salesman put in by way of actual work? This question was argued pro and con by a whole convention of business paper editors and publishers in Chicago the other day. And the general consensus of opinion was that the number of hours is extremely small during which actual "selling" work is being done by the average salesman outside, in the average town, on the average day, with the average line of goods. One eminent trade paper man (not in the talking machine field, however) was perfectly certain that the average outside salesman works no more than three hours per day. The gentleman explained his cruel words by saying that when he said "work" he was not referring to street-car riding or automobile trips from place to place. He was not even referring entirely to the number of calls made in the usual day by the usual salesman. He was referring to the actually productive work, to work in selling which either produced sales or showed that there was a prospect of producing sales later on. It was said by these executives that salesmen have lost their pep during recent years, that times have been too easy and that far too much of the "take-it-easy" spirit has been engendered recently on account of peculiar conditions of thewar-time period. It was said that a revival of business cannot be speeded unless and until there has been a revival of the art of salesmanship, and that the principal ingredient in this art is intelligently directed effort. Effort, that is to say, not necessarily exciting and noisy, but intelligent and directed effort, effort which is planned and organized, effort which is based on a system and directed to an intelligently conceived and understood end. All of which is fine. But, does it apply to the talking machine business? And does it entirely depend on the salesman himself, whether in the talking machine business or in any other? It does without doubt apply to the talking machine busmess, both wholesale and retail. From the wholesale standpoint intelligent salesmanship is the biggest single need our business has to-day. That is to say, our business needs, and needs vitally, what may be called intelligent sales policy. Sales managers throughout the country are confronted with a fairly large problem in respect of selling the talking machine to the dealer in the wholesale way, for the dealer is still largely in a state of mental perturbation and is less than usually certain about prospects for the coming Winter. Sales managers have to inspire their salesmen, then, with an energy, and an intelligence, too, which will enable them to show to dealers the folly of a hand-to-mouth policy in ordering. But sales managers can hardly do this unless they have the wholehearted support of the heads of the manufacturing houses themselves. The problem is not merely a salesman's problem, not merely a question of the individual capacity of salesmen. It is a problem for the heads of the houses, an executive problem. And as such it ought to form a vital part of the work of each executive head of a manufacturing house during the next few months. It may be thus formulated: "How can we best resell the idea of talking machine trade prosperity to the dealer?" Likewise, from the retail standpoint, intelligent salesmanship is not entirely a question for the individual salesman. Speaking of the canvassing policy which is now so much being taken up by dealers, one can plainly see that there is nothing to be done by the ordinary outside salesman save, in most cases, at any rate, to gain prospects. Talking machine selling is demonstrative selling. To get the people down to the store and show them the machine, optically and IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIlllllllllll aurally, is the secret of success. Of course, records could be sold from house to house wherever a talking machine is already installed if a salesman is good at his work and knows how to gain the good graces of those on whom he calls. Portable machines can be sold in this way, and even better ones, if the salesman has a motor car, with space for carrying one or two. But to gain prospects is the outside retail salesman's best job. Yet even here intelligent direction is the principal need. Salesmen ought to be made to real 1 A Settled Policy of | M Talk., Terms, Prices | I and Best Methods of m m Approach Should Be J I Adopted by Executive M liiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii still more right — or one of them, at least, was — in pointing out that this is an executive problem first and foremost. What is wanted is executive control and direction of salesmanship, whether wholesale or retail, based on conference between all elements in the business and directed toward the single end of Reselling the talking machine into the affections of the people, so that there will never again be a moment ivhcn the permanency of that affection, and consequently of the talking machine, can be even remotely questioned. NEW YORK CONCERN INCORPORATES Lansman, Weinberg & Lansman, dealers in furniture and talking machines, Brooklyn, N. Y., have been granted a charter of incorporation under the laws of the State of New York, with a capital of $15,000. Incorporators are B. and I. H. Lansman and C. E. Weinberg. ize that a regular settled policy of talk, terms, prices and methods of approach can best be worked out by the head of the house in consultation with all his men, and unfortunately such policies are not being generally worked out. The eminent trade paper men were right about the need for intelligent direction. But they were ■ BRUNSWICK SHOP AT TEPPER BROS. Fort Wayne, Inp., December 2. — Tepper Bros., importers and jobbers, of this city, have turned over part of their establishment to Arthur J. Fcdewa and C. Sauers, who have converted it into a talking machine department which will be known as the "Brunswick Shop "at Tepper Bros." A complete stock of Brunswick phonographs, records and accessories has been installed. Business building is the art of securing permanent and profitable patrons. If the retailer secui'es a sufficient number of permanent and profitable patrons he builds up his business. Seaburg Mfg. Co . Jamestown, N. Y. No. 250T, List Price $250.00 Usual discounts to dealers 48"x28"x31" high. Finished all around Solid Mahogany, Walnut or Oak