The talking machine world (July-Sept 1921)

THE TALKING MACHINE WORLD 65 THE TALKING MACHINE WORLD SERVICE A DEPARTMENT DEVOTED TO PROMOTING RETAIL SALES THROUGHOUT the last five months I have endeavored to use every facility at my command to determine what should be the selling policy of a retail merchant in the talking machine field during this extremely vital post-war period. Here are the conclusions at which I have arrived and which I am glad to respectfully submit for the consideration of the retail trade: 1 — The retail merchant should sell only products of real quality, and by real quality I mean quality that insures complete and enduring satisfaction to the purchasing public. 2 — The retail merchant should insist upon everyone in his organization, from himself down to the most subordinate salesman, possessing a thorough and accurate knowledge of the merits engendered in the products offered for sale. 3 — The retail merchant should rely for sales on the scientific dissemination of the facts about, and the satisfaction to be derived from, the products he handles. The day of personality salesmanship and freak sales methods appears to have definitely passed out in favor of scientific selling—selling that tells your prospect in an entirely convincing manner the true advantages of a given product — that tells the prospect these advantages whether the approach be made through advertising, through window display, through store reception, through letters, over the phone or by a call at the prospect s home. , , ... d — The sales presentation must always be on the same quality plane as the product itself. Your advertising must reflect quality of thought and layout. It must extol merits and never at any time cheapen public respect for your house or the merchandise you are selling Your direct mail effort and window displays must do likewise Your salesmen should at all times give a high-grade impression, intellectually and in appearance. The inside of your store should reflect quality of layout, of demonstration booths, of record equipment, of furnishings and of interior decorations In all ot these things there is no danger of stepping too high and very grave danger of falling short of the mark that insures success. 5— You should utilize every opportunity to acquaint the representatives of the manufacturer and wholesaler with the practical problems of your business, both major and detail The more you do to familiarize your buying sources with your problems the greater and more valuable the co-operation it will be possible for them o render They are anxious to be of real service because obviously their prosperity depends upon the volume of your turnover. fc_Do not mark time in the face of present conditions. It is of course true that the post-war transition has seriously disturbed our national economic life, but it is equally true that where , vigorous effort is applied, a business of satisfactory volume can be attained and more Aan that, the foundation laid for a large, prosperous future. f , , THERE has been considerable time lost by individuals ™ntpiline I in-ulintr lists in trying to get the proper prefix before the name. feeling is fomented when the young lady who is Miss recenes circular mail with "Mrs." preceding her name The reverse catastrophe also causes considerable f net oil Ke wmmm ^l^^ZLt^^ "tarried or unmarried. * * * that he would present a suitable gift to every _ boy w into his store and register his name Mr ss ag ^"^ife^hich The gift selected for rtie "'CMlon ™ ^ n abou, mere merchant went over the county birth records and brought them up to date for boy children down to infancy. He then checked oil deaths. With this list compiled, he indexed it according to the day of birthday, and, as these days came around, he sent birthday greeting cards to the boys and letters of congratulation to the mothers. Needless to say within the letter was a list of suitable items which would make exceptionally good birthday presents to the lads. ... , ,.i i This idea need not, of course, be limited to boys alone, although one must admit a certain amount of discretion must be used in congratulating a lady on her birthday after a certain number of (hese eventful days have passed. * * * OMAHA Nebraska, gives us a new survey of the old question, "Why do they buy'" A professor, located in the city, afler thorough investigation, gives the following ten reasons as a single answer to the above question : "Social self-preservation, i. c, desire to present as neat and comely an appearance as others about you. .... ■ , "Vanity. (A customer usually buys in the store which furnishes the best opportunity for his ego to expand.) "Parental pride. (Pet and admire the children and yon win '"'""Companionship. (If a customer can purchase anything that will make it desirable for people to become acquainted with her, she will he inclined to buy.) _ , , "Possession. (This is the basis for the 'approval system, letting the customer actually have the thing. He 'hates to give it up if he likes it.') "Imitation. "Hunung.' (This is the fundamental basis of bargain sales. At all times the salesperson should play the role of a guide to the customer through the 'hunting grounds of the store ) "Building. (This inslinct for 'constructing something has much to do with the popularity of 'knockdown furniture. ) ''Selfishness. (Satisfying self through giving pleasure lo others is a very strong motive for buying.)" ^in„~ Certain of the points enumerated apply especially to the talking machi dealer, nainely, vanity parental pride, comp-nonsh p and possession. Apply their principle in your own store and see ,f this professor did not have the right idea. * * * IT is in times when hard battles must be fought that great victories l a e ach eved Tl e other kind are never lasting, and ,t is a max,,,, „f war of love of business, of everything in life, that positive action °,f the wling 'strategy. Offensive effort always exceeds defensive ^£SE^!lK5^ ^ ■ — °f ■*C £yt Pco»°Lf^ be weak-hearted wea. of success. n„,„ » Rudvard Kipling wrote some oft-quoted less successful rivals. I refer to these hues: "I didn't begin with askings-I took my job and stuck , I took ie chances they wouldn't, and now they're calling ,. luck. And Ly asked -« »™ 1 dM ]t' Md 1 gaVt, ™ ^ Yon keep your light so shining, a little in front o' the next. T y copied ... ,hey could follow, bu. to couldn't WJ™* And I left 'em sweating and stealing, a year and a half b.h.nd. not a iaa wnu hum<*« ~ . „ Mr. S tSj^mOSttPZ ■ I » » " » ^