The talking machine world (July-Dec 1923)

54 THE TALKING MACHINE WORLD August 15, 1923 I Four-Minute Conference on Business Topics | I No. 16 — Your Follow-up — and How to Conduct It | iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ The case is different where small articles are GEORGE S. DALES CO. EXPANDS Many a sale is actually made or the work is well advanced in that direction — but is lost through failure to follow up the interested individual. Just how this follow-up work shall be done depends, in very large measure, upon the class of goods being sold. And for this reason the same business establishment will often use different follow-up methods, as may be indicated. In order to make this need very clear let us take a rather striking example of a place of business handling both large and small articles, as automobiles and accessories; talking machines and records; washing machines and hammers. These instances will serve to make the point clear. If a prospect is manifestly interested in an automobile, a talking machine or a washing machine good salesmanship demands that he will be given proper attention at the time he is in the store or place of business and that, if he fails to buy, he will be promptly followed up by a personal representative, who will find out just what his needs are, what difficulty stands in the way of an immediate decision and by suitable means will keep alive the interest already shown. Frequently a great deal of tact will have to be used in order that no offense will be given or the prospect prejudiced in any way. One salesman was very unsuccessful in his follow-up work because he chose inopportune times to see and talk to those he went after. In fact, he had sort of a habit, without realizing it, of making a nuisance of himself. His efforts actually represented a loss to his house as they cost money and drove people away. The tactful follow-up man will know when to approach. Sometimes he will go by appointment or, if he takes his chance of finding the prospect at liberty, he will be keenly alert as to how much time he should take, or whetlier he is justified in claiming a single moment. The point is this: Those who are about to spend a substantial sum of money usually do so after consideration. Do not give them too mucli rope or too much time to get out of the humor of buying. And remember that if you are not on the job in the follow-up work the other fellow probably is and will get the sale away from vou. sold, as accessories, records or hammers. The chances are that the person who fails to buy of you will soon buy of someone else. The expenditure is not large and less thought is required. Nevertheless, follow-up work is much needed in order to keep your establishment in mind. Constaat newspaper advertising and direct-by-mail approach regularly are necessary. The newspaper advertising should be gauged to reach all classes likely to be interested in what you have to sell. A mailing list should be built up and constantly revised in order that it be alive and complete. A circular or card sent once a month to this mailing list will build business if it contains a definite selling message. A letter once in three months built large business for a dealer who used it year in and year out. The wise use of these two means of publicity, with proper emphasis upon quality, convenience and service, will prove the best method of combating "foreign" or out-of-town competition. Occasionally these follow-up methods can be supplemented by demonstrations staged where there are gatherings of people, as at a fair or an event attracting a good many people. Folloza-up work may be briefly defined as keeping in touch. You knoiv hoiv much friendship amounts to when we lose sight of people altogether— and how pleasant and profitable friendship can be when zve keep in touch. This is true in a business ivay and we need not be surprised that people patronise those ivho have interest citiingli to keep in touch constantly. FRIEDMAN MUSIC SHOP CHARTERED Newark, N. J., August 6. — Papers of incorporation were recently filed for the Friedman Music Shop, Inc., which will handle sheet music and musical accessories. The company will have a capital stock of $50,000. CARDENAS MUSIC STORE OPENS Larrik), Te.\., August 1. — The formal opening of the Cardenas Music Store took place here last month, when local pianists rendered selections of American and Mexican music. FULL LINE of HARDWARE FOR UPRIGHT, CONSOLE AND PORTABLE PHONOGRAPHS. IN NICKEL, GOLD AND SPECIAL FINISHES. PORTABLE 5TAY-ARM INVISIBLE HINGE DROP DOOR HINGE We have been catering to the hardware needs of the talking machine industry for a number of years. Consequently we are in a position to give attention and service of the highest calibre. H. A. GUDEN CO., Inc. 227 CANAL STREET NEW YORK, N. Y. Akron Business in Good Shape — Music Dealers in New Mutual Protective Association — Other Important Activities of the Trade Akron, O., August 6. — The music business had its biggest month of 1923 in June, according to the monthly bulletin of the Akron Merchants Association, with which retail music dealers are affiliated. This increase was 27.97 per cent over the same month last year. Meanwhile July and early August business is holding its own with a call for the $115 to $150 machines. Portable instruments have come into their own and helped some of the stores maintain their Summer volume. Many firms have salesmen scouting through the rural territories hereabouts, with excellent results in sales. The talking machine department of the George S. Dales Co., Victor distributor, will be greatly enlarged under the plan of expansion to become effective early next year, George S. Dales, head of the firm, announces. The sales and display floor will be fully twenty feet wider. This will give more space for the record booths as well as the display floor. The Dales Co. has completed negotiations for the building adjoining its present store. Alterations will not be started until Spring. The talking machine department will continue on the second floor. Akron music dealers are enrolling with other retail merchants in the formation of a Mutual Protective Association. The proposed division will function in the apprehension and prosecution of shoplifters, check workers, charge account swindlers and other store criminals. The Kirk Furniture Co., South Main street, a new Sonora representative in Akron, plans extensive remodeling so as to give more space to its phonograph section. The store of the Kratz Piano Co., Edison and Victor distributor here for thirty years, will remain at its original location, 29 South Howard street, it was announced recently. It was planned three years ago to erect a modern business block on South Main street, and officials of the company at that time purchased a site, but this plan now has been dropped. The Federman department store, one of the largest in Akron, will add eight new departments, including a talking machine and general music section. The Starr phonograph and Gennett records are holding their own this Summer, according to Charles Currie, manager of the Superior Music Parlors, in which these lines are featured. C. E. GOBER ENTERS FIELD Keene, N. H., August 6. — One of the most popular music merchants of this city is C. E. Gober, proprietor of Gober's Music Shop, which was known as the Sturtevant Music Co. until it was purchased by Mr. Gober. A fine stock of talking machines, records, sheet music and musical merchandise is handled by this enterprising merchant, who is widely known locally as a musician. C. Rhindfleisch has been appointed manager of the talking machine department of Chase & West, Des Moines, la., Victor dealers.