The talking machine world (Apr-June 1921)

4 THE TALKING MACHINE WORLD May 15, 1921 miiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiili The Return to Normalcy in the Matter of | Talking Machine Merchandising By Edward Katt | iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiioiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiy^ We are told that this is the day of the gogetter. One of the largest newspapers in the country is conducting a campaign based on the • idea that salesmen to get results must be "fighting men." On the whole, the same influence of stirring up, stimulating and spurring to action to which Uncle Sam's sons, ages 21 to 35, were subject three and four years ago is now taking hold of the man who wins his bread by hounding down that most elusive game — orders. What is being proposed as the "New Thought" of salesmanship is in fact based upon the principles which have alwaj-s been the fundamentals of good salesmanship. Certain it is that t ackbone has always been just as much a requisite to getting maximum sales results as it is todaj'. The difference is that until a short time ago the average salesman could get by on liis wishbone. This he cannot do to-day. It might be well, however, to recede for a moment or two, to some quiet spot away from the madding crowd and the raving sky pilots of business, and soberly consider the problem before us. After all, aren't the merchandising methods which have been tried in the acid test of experience the ones which should be employed now with more diligence than before? Aren't we in our feverish and fretful struggle for more business overlooking or sidetracking the stable, tried and true "sure bets" for getting results? The writer, during a recent investigation into the subject of house-to-house talking machine selling, learned from a large Pennsylvania distributor that this "old-fashioned" method has always been an essential for the best results in that territory. It should not be out of place then to suggest I! to the dealer the time-worn, not worn-out, principle of getting a clear conception of one's task before undertaking it. Who are the prospc:ts that can be looked to for future business? The answer can be obtained only after it is determined in which homes, schools, clubs and community centers talking machines are and are not. The result of such an investigation would undoubtedly reveal that although the surface had pililllllllllilH I Time for the Retailer | I toForgetPrecedentand ■ B Put Into Force Some B I New Practical and Ef | ■ ficient Selling Ideas | iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^ ing machine was in the home and paved the way for obtaining additional information. Further ingenuity was employed by the dealer, who used a corps of boys in boy scout uniforms to canvass the town, house-to-house, with forms, one being filled out for every family as follows: Ward or Section: Date Name: Address: Where employed : Position: No. children: Ages: What musical instrument: What talking machine: What newspaper read : Reporter's name: been more than scratched there remains a considerable depth of fruitful soil in which to dig. Persistence has more than once outdistanced zeal, as exemplified by the dealer who, using his local phone directory patiently, called up every home listed to determine who were without talking machines and what kind others had. Tact and diplomacy were needed. Each party called was greeted courteously and asked, "Is j^our talking machine in good condition?" The answer of course revealed whether or not a talk The women who would have objected to giving the desired information were ready to encourage the young men and assist their organization to which part of the canvass proceeds was to be contributed. The endeavor of each of the above dealers was to construct a trestle-board of prospects in his territory on which to base the plans for the future selling campaign. Without this basis of procedure the go-getter, fighting and dare-devil salesmen would undoubtedly have spent considerable time and expensive energy fanning thin air. Isn't it reasonable, now isn't it, to suggest to the talking machine dealer to spend some time investigating no man's land before sending the boys over the top? The installation of a new Victrola department by the Boyson Jewelry & Optical Co., of Belle Plaine, la., was recently celebrated by a formal concert in which the Victrola and local artists participated. The Talking Machine's Helpmate ggj^yjy of a Nyacco Set in a Machine When equipped with 12 in. albums to hold 10 in. and 12 in. records, they give the cabinet a uniform and attractive appearance. They also help to sell 7nore records. Our sets are made up in our latest improved NYACCO album No. 600, which is a loose-leaf, patented, solid wood and metal back album as well as in our old style album with a one-piece cover, No. 4. We make our NYACCO album sets for every style machine to hold five, six, seven and eight to a set. When purchasing albums be sure they NYACCO albums. Look for the Trade-Mark.. are Accept No Substitute. Jobbers and Distributors Tbrougbout the United States and Canada Write for quotations. Samples submitted upon request. New York Album & Card Co., Inc. Executive Office 23-25 Lispenard St. New York, N. Y. Chicago Factory 415-17 S. Jefferson St. Chicago, 111.