The talking machine world (Apr-June 1921)

May 15, 1921 THE TALKING MACHINE WORLD 15 ||||||||||||||||||||||||||||||ill|||||||!lllllll||||||||||||||||||||||||||||ll^ New Record Business Awaits the Dealer Who I Will Adopt Up-to-date Methods = ByR.E. Clifton | lllllllllllllllllllillllllllllllilllllllllllllllllllllllllllllllllllllllllllllll^ There has been considerable discussion in the talking machine trade the past few months relative to a shrinkage in record sales. Quite a number of dealers in different parts of the country have advised the wholesalers and manufacturers that their record sales during February and March showed a decided decrease and what troubled them most was the fact that they could not account for this decrease in sales. They admitted that the monthly supplements issued by the manufacturers were better than ever,. but that the public apparently had stopped buying and their stocks could not be moved. Here and there some of the dealers advised their jobbers that their record sales showed a substantial increase, but these reports were balanced and in many cases outweighed by the statements of other merchants who presented figures to the contrary. Being keenly interested in the record-selling situation the writer decided to investigate carefully and find out if the public had ceased buying records and when the trade might look forward for a healthy record business. During the course of this investigation a visit was made to the establishment of one of the leading wholesalers in the Middle West. The head of this company is recognized as one of the best-posted wholesale talking machine men in the trade and is particularly well versed in record merchandising. In fact, he has devoted many years to record selling from every angle and his organization is a competent and practical one. When asked for his opinion regarding record sales this jobber stated unhesitatingly that there was plenty of business for the dealer who went after it, and to confirm his opinion he cited his own experience the day previous when he visited one of his dealers and was informed that record sales were in a decided slump. The jobber doubted the strength of this pessimistic report and asked the dealer to give him ten records out of stock so that he could personally canvass an apartment house and find out if any records could be sold. With the ten records under his arm this jobber went to the residential district of the city and selected at random a typical apartment house for his experiment. He rang the bell of each apartment and as a result of one hour's work illllllllllUlilllllllllllllllllllllilllllllllUIIIIIII>lllllllllllllllllllllllllllllllllll»^ lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll sold $7.50 worth of records. He also secured the names of two prospects for machines and was given a cordial reception by practically every one he visited. Returning to the dealer's store, he pointed out to him just how he could go after record sales and that he could not expect to secure business during 1921 without making an effort to get it. The era when record purchasers flocked to the stores without any efforts on the part of the ■ Wholesaler Proves to B M Dealer's Satisfaction J H That Record Sales M I Can Be Made if He | I Uses Right Methods | iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ details. This dealer was soon convinced of the fact that record business was plentiful if he would go after it and he stated that his entire crew would be "on the job" the following week. Just as he left the office another dealer from out of town telephoned to the sales manager of this wholesale organization, stating that he had sent one of his men out in the suburbs the day previous on an intensive record campaign and that the first hour's work had produced nine dollars in sales. All of which goes to prove that there is record business everywhere for the dealer who will use 1921 methods, which call for energy, aggressiveness and hard work. ■ TALKINO MACHINE EXPORTS GROW Exports, Including Records, for Eight Months Ending February, 1921, Total $4,738,913 giill dealers passed out of existence in the Spring of 1920, and different conditions are in vogue to-day. The dealer must educate and instruct his sales organization how to sell two records instead of one, and how to get maximum results from prospect lists. New channels of distribution must be devised, in accordance with local conditions, and energetic consistent work of the old-fashioned canvassing type is alrhost indispensable during these days of cautious buying. While discussing this situation with the writer, one of the dealers served by this jobber's organization dropped in for a visit and, answering the inquiry as to the status of his record sales, stated that March business had been very disappointing. Upon further questioning the dealer admitted that his organization had been busy the past few weeks incidental to the removal of his establishment to larger quarters and that the members of his sales staff had not attempted to go out and get business. They had simply waited for the sales to develop and had used most of their time taking care of the removal Washington, D. C, May 4. — In the summary of exports and imports of the commerce of the United States for the month of February, 1921 (the latest period for which it has been compiled), which has just been issued, the following figures on talking machines and records are presented: The dutiable imports of talking machines and parts during February, 1921, amounted in value to $57,147, as compared with $50,558 worth which were imported during the same month of 1920. The eight months' total ending February, 1921, showed importations valued at $532,067, as compared with $510,242 worth of talking machines and parts imported during the same period of 1920. Talking machines to the number of 3,851, valued at $194,600, were exported in February, 1921, as compared with 6,422 talking machines, valued at $259,945, sent abroad in the same period of 1920. The eight months' total showed that we exported 57,318 talking machines, valued at $2,564,366, as against 51,329 talking machines, valued at $2,242,271, in 1920, and 33,897 talking machines, valued at $964,251, in 1919. The total exports of records and supplies for February, 1921, were valued at $255,058, as compared with $305,076 in February, 1920. For the eight months ending February, 1921, records and accessories were exported, valued at $2,174,547; in 1920, $2,583,421, and in 1919, $1,837,753. PeS».U.S.PAXOFr Concentralion The "Jack-of-all-Trades" is a relic of other days. Whether in professional or business circles the organization or individual that specializes in a particular field invariably attains success. Therefore, the Victor dealer who eliminates scattered energy and devotes his entire efforts to the selling of Victor merchandise will find his business increases in proportion to the efforts he expends. ORMES, Inc. 103 E. 125th St. y^holesale Exclusively j^EW YORK