The talking machine world (Apr-June 1921)

May 15, 1921 THE TALKING MACHINE WORLD 11 igiiiiniiiiiiiiniiiiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^ A Half Dozen Selling Hints That Will Help Make Money for the Dealer :: By Smith G. M'Gregor | HANDLING ADVANCE ORDERS It sometimes happens that the customer orders a record in advance, and then does not come in to get it when he is supposed to. The dealer, of course, cannot keep such records apart from the regular stock indefinitely, and to sell it means the possibility of offending the customer who ordered it if he calls after it is sold. Why not try using a card notification system? That is, get the customer's name and address when the record is ordered, and when it arrives send him the card. A printed card, with spaces for the record number or name, and the statement that it would be held separate for a certain number of days would warn the one who ordered it to come and get it, and would save the dealer the necessity of holding it indefinitely. The customer will welcome such a system, as it eliminates guesswork as to when the record will arrive. It also keeps the customer interested in his phonograph and records. MUSICAL KNOWLEDGE HELPS SALES Every dealer must have at least a few customers who buy the best records available, music of the opera and high-class orchestra and instrumental selections. Steady buyers these people are, and their trade represents a considerable amount during the year. Did you ever consider that special sales methods give the •best results with them? For example, these buyers like to get their records from a salesman who knows something about music, and who does not regard the better music as "highbrow stuff." It isn't necessary to be able to whistle opera overtures, for the lovers of the best music are often unable to play a note, but they do appreciate a sincere effort on the part of the salesman to help them select the best. The more you know about the music you are selling the better qualified you are to please the discriminating, "cranks," if you will. REGARDING TOO MUCH VARIETY Variety in the talking machine shop is a good thing for the customer, as it enables him to ' choose the instrument and records that appeal to him most. But this ceases to be an advantage when the variety changes from week to week, or as fast as some manufacturer cuts his prices. Just now there are a great many small dealers who are handling five or six makes of talking machines, each one claiming to be the equal of any machine on the market. The customer is beginning to regard these claims in the same light as those of clothing manufacturers who say they have cut their prices 50 per cent and more. He figures that to buy such machines is a mere speculation, and as for the records, well, they may not be any better than the machines. The average user of the "talker" has learned many things during the last six months, and not the least of them is the fact. that quality goods are always the best in the long run! THE FIRST FIVE MINUTES First impressions in the music shop are the ones that give the customer a line on your ability and success. The customer instinctively feels whether the shop is to his liking or not, and if it is not then the chances for sales arc hurt just that much. Overenthusiastic welcome may also have a disagreeable effect on the customer, as it may create the belief the dealer is preparing to unload some undesirable records on him, if possible. It is fair' to suppose that the first few days lllllllllllllllllllllllllllllllllllllllllllllllllllllll, in the shop you made every effort to be courteous to the customers as they came in. Why not make the same effort every day? -The dealer young in enthusiasm has largely solved the first five minutes' problem, for his enthusiasm overcomes the reserve of the customer and gains his interest. Enthusiasm and courtesy are two sales factors in reach of every salesman, and they grip the customer. FEATURING THE "SPECIAL HIT" The "special hit" is often given extensive newspaper advertising. But is the same appeal kept in mind when arranging, the display and demonstration booth for the record in the shop? The prospective buyer commences to lose his interest in the record if the .salesman has to paw around among other records to find a copy of it when he calls a;t the shop. If it is worthy of a special advertising campaign, then it is worth attention in the shop. The "special" often means a revival of interest in the family talking machine, and for that reason it is worth the extra trouble taken to make its surroundings in keeping with the advertising. Illllllllllllllllllllllllll in one sentence that there had never been a call for the course I wanted, but he would find out at once and write to me. That was the kind of explanation that leaves you knowing more than you did before. And he sent the desired information three days later, too. The same day, at another shop, I inquired if I could be supplied with a motor similar to the one used in the instrument this house was featuring. "Well," languidly said the clerk, "I dunno. Maybe the company only makes enough for its own use. Drop in some time and I'll look in the catalog." Get the difference? TO HANDLE TALKING MACHINES The Julian Prade Auto Supply Co. Considers That Talking Machines Will Be a Valuable Adjunct to Its Present Automotive Line THE ART OF EXPLAINING There are two kinds of explanations, those that leave us knowing more than we did before and those that leave us wondering what it is all about. The other day, prompted by a desire to find out about a foreign-language course, I entered a talking machine shop and asked about the records I was interested in. The dealer, who has some fifteen thousand records in stock, shook his head and explained Atlanta, Ga., May 3. — The Julian Prade Auto Supply Co., 184 Peachtree street, this city, has added a talking machine department to its business. The front of the store has been fitted up with demonstration booths and a very attractive display of Brunswick phonographs is being carried, as well as an up-to-date line of records. In giving his reasons for adding a phonograph line to his business Mr. Prade stated that his close-in retail location, together with the fact that car owners are usually owners of phonographs and other pleasure-giving possessions, were combinedly responsible for installing his new department. The antidote for a slump in business is increased sales aggressiveness. This will be a VICTROLA SUMMER! Dance Any Time'^ YOUR VICTROLA IS ALWAYS READY! with a KNICKERBOCKER READY-TOPLAY CARRYING CASE For Victrola IV Case $20.00 List For Victrola VI Case $22.00 List Trade prices upon application to your nearest Victor wholesaler, or KNICKERBOCKER TALKING MACHINE CO. INCORPORA TED METROPOLITAN VICTOR WHOLESALERS ABRAM DAVEGA, Vice Pres. 138-140 West 124th Street New York City