The talking machine world (July-Dec 1922)

34 THE TALKING MACHINE WORLD September 15, 1922 BRINGING DEAD ACCOUNTS TO LIFE H. J. BucEley Writes on the Need of Co-ordination and Co-operation in Business — Points Out That There Is a Gold Mine of Sales Possibilities in Inactive Accounts on the Books In every business house — manufacturer as well as dealer — there is a gold mine of sales possibilities in the inactive accounts on the ledgers, says Homer J. Buckley, president of Buckley, Dement & Co., Chicago, in a recent article in Printers' Ink on "Bringing Dead Accounts Back to Life." Have you, Mr. Proprietor, ever had your credit man or bookkeeper come to you and say: "Mr. Jones, we are transferring our ledger sheets to-day to our transfer ledger and opening up new ledgers for this sixmonth or this year period and find more than 200 names of customers among our ledger sheets that we have not had any business from in a year or more. Don't you think the sales department ought to get after them?" No, Mr. Proprietor, unfortunately, credit men and bookkeepers are not as a rule constituted that way — and the process of transferring inactive accounts is going on in every business house in the country without any notice on the part of the heads of the business. Seventy-five per cent of the people who discontinue buying never complain — they just quit cold. Only 25 per cent who have a grievance or a complaint or adjustment tell you about it. These 25 per cent are really' your friends — they are giving you a chance to square yourself. But you don't always treat them that way. The 75 per cent that quit cold without complaining may do so for any one of a hundred reasons — -usually service — very seldom price. Here are a few of the reasons: 1, a coldblooded letter from your collection department; 2, discourtesy on the part of sales people; 3, errors; 4, delayed shipments; 5, promises that are not kept; 6, refusal to correct mistakes; 7, making an adjustment with a grudge or a sting in it. Treatment like this causes many a customer to say: "I'm through with that outfit!" If a name goes into the inactive list a letter or a series of letters should go right out to that customer. If the matter is handled right he can be brought back into the fold, usually stronger than before, because your efforts will have shown the customer the spirit of the house and its appreciation of the value of his good will and your desire for his patronage. How often does something like this happen in your business? Investigate! You may get some surprises, and I repeat — the bigger the business the greater the evil. All the above is related to show the need of co-ordination and co-operation in a business, and especially in a big business. The reason the average dealer is -not making more than a living is because of his own inefficiency and not because of competition or ungrateful people. If it costs $10 to get a new customer it's worth $10 to hold an old customer. FEATURES BRUNSWICK THRIFT BANK Brunswick Dealer Using Publicity That Is Producing Results — Thrift Bank Proves Valuable Sales Stimulant Columbus, O., September 5. — The MorehouseMartens Co., of this city, Brunswick dealer, recently used effective publicity featuring the Brunswick "Thrift Bank," which is meeting with considerable success throughout the country. This enterprising dealer carried newspaper advertising that illustrated a popular Brunswick model, and the heading of the advertisement read as follows: "If You Intend to Own a Talking Machine You Are Entitled to a Brunswick Thrift Bank." The text of the advertisement was timely and straight to the point, pointing out that less than twenty cents a day deposited in the bank would provide enough to purchase the model illustrated. This "Thrift Bank," which is shaped like a Brunswick phonograph, will be featured extensively by Brunswick dealers this Fall and, judging from the results already secured, the bank will prove a valuable sales stimulant. RECEIVER FOR A. B. TAGGART CO. Jas. Harbauer Takes Charge of Affairs of Retail Music House in Toledo Toledo, O., August 31. — James Harbauer has been appointed receiver to take charge of the affairs of the A. B. Taggart Co., 618 Madison avenue, dealer in string and band instruments, Brunswick phonographs and sheet music. Something over a year ago this concern succeeded the Ignaz Fischer Music House, which was then conducted by Carl and Alpha Fischer, son and daughter of Ignaz Fischer, deceased. The original enterprise did a large business in church and sacred music for over thirty-five years and reached every quarter of the country with its wares. Liabilities are placed at $30,000 and assets not exceeding $10,000. Funds of the business being used to develop certain improvements, it is stated, made the assignment for the benefit of creditors necessary. SELL S0N0RA TO TEACHERS The sales department of the Sonora Phonograph Co., New York, was advised this week by Streger Bros., Portchester, N. Y., Sonora dealers, that they had sold a Sonora to the teachers of a Portchester school as a gift to their principal. Streger Bros, are following up this sale among the parents of the children in the school and expect shortly to report additional sales as a direct result of it. The Hassler Drug Co., of Osceola, Neb., recently remodeled its store, and the Victor department now occupies a prominent portion of the establishment. IF all the Manhattan Radio Headsets that have been manufactured and sold since the first one was produced on March 20th, 1922, were placed side by side, they would stretch in an unbroken line eleven miles long. This means quantity production — and quantity production assures you of four things: 1 : Uniform quality of product. Quantity production demands absolute uniform quality of raw materials. Only the very best materials are uniform in quality. 2 : Rigidly tested product. Quantity production necessitates rigid tests at every stage of manufacture. Rejection of a finished headset is costly. 3 : A Correctly Designed Product. The proper design of the Manhattan headset and the use of special tools only possible in quantity production, enable us to add refinements and extra features at no increased manufacturing cost. 4: A Quality Product at a Quantity Price. Quantity production cuts labor costs. This enables us to offer Quality Headsets at Quantity Price. Radio is coming back stronger than ever. Get ready — place your order with your jobber NOW for Manhattan Radio Headsets. No. 2500—2000 Ohms $6.00 No. 2501—3000 Ohms $7.00 M MANHATTAN ELECTRICAL SUPPLY CO., INC. NEW YORK 17 Park Place Maker* of the famous Red Seal Dry Batteries CHICAGO, ILL. 114 So. Wells St. ST. LOUIS, MO. 1106 Pine St. SAN FRANCISCO 604 Mission St.