The talking machine world (Aug-Dec 1919)

September 15, 1919 THE TALKING MACHINE WORLD 31 SELLING EXPENSE— A Vital Issue How it deceives the Dealer as well as the Maker A Talking Machine manufacturer knows exactly how much his machines are costing him to build-and the dealer knows what he pays for the machines he sells. But you do not know what it is going to cost you to sell them— and that's the part that is Vital to you, for it affects your Profit. If your selling expense is too high, then you are losing money — you are actually throwing money away. Every machine that comes back — every sale that is made which is unsatisfactory to the user is a sale that better never had been made. It eats into your profit by increasing your selling expense, it undermines your business, and instead of getting Repeat Orders and helping you to build for permanency it is tearing down the reputation that you are striving to achieve. Because the Buying Public today is demanding more value for its money than ever before. Higher Standards of living, higher ideals and a better knowledge of Quality make it absolutely necessary that a Talking Machine be as perfect in its operation as it is in its appearance. It must have a motor that makes this possible. The machine that is noisy, unsteady and common in its work, requiring continual tinkering and adjusting, is not the machine on which to build a reputation and a successful business. It costs too much to sell them and they will never give the satisfaction that every man wants his product to give — they will never bring repeat business. They will never stay sold. The THOMAS DAYTON, They fall short of the mark. They are not up to the standard set by machines using the Dayton Motor. Some men overlook the importance of using the right motor for their talking machines. They forget that upon the motor depends largely their reputation as a builder of machines that bring profitable business, machines that create confidence in the dealer and satisfaction to the user. They lose sight of the fact that a "bargain" motor is a poor compromise, and that it will not stand comparison with a Dayton Motor equipped machine. Your machines MUST be the equal — they MUST bring the results that Dayton Motor equipped machines are bringing to their makers, or you are bound to lose. No matter how beautiful the cabinet. No matter how low the price or how great has been your past reputation. The Dayton Motor sets a new Standard of Quality. It has created New and Greater Possibilities in the field of the talking machine. It is the motor by which all motors have come to be judged and its introduction as regular equipment in your machines will at once stamp your product as among the exclusive— the highest grade. Dealers who handle Dayton Motor equipped machines are finding a reduced selling expense, increased sales, absence of complaints and replacements. They have learned a new meaning of the words "cumulative profits" as applied to the talking machine business. The Thomas people are experts in the application of Spring-Motor Power; they have more to tell you on this subject than any other organization in the world. You can ask them to discuss your motor problems without obligation. It is to your interest and profit to do so. MFG. COMPANY OHIO, U.S.A. THE DAYTON MOTOR Made in various sizes for full line of Cabinets from the lowest priced to the highest grade Talking Machine.