The talking machine world (July-Dec 1927)

Why Are Some Records Slow Moving? Is It the Fault of the Record or Is the Dealer to Be Blamed? By B. C. Reber TOO often in the distribution of musical merchandise the complaint is made by various retailers that certain records will not sell well. They offer objections to the style of recordings, the pieces that are offered, and many times find their shelves stocked with records which have but little or no demand. A thorough study of the retailer's problems, however, has brought out the fact that in many instances the fault lies, not with the manufacturer nor the wholesaler, but with the management of the departments. In the store of the J. R. Reed Music Co., of .A.ustin, Tex., the record department is managed with unusual success by Mrs. Dene S. Newton, aided by Miss Doris McCoy, and the manner in which these two women have created a large volume of profitable business makes an intertit ing story. Clever Stock Control Plan "In the operation of a department of this kmd,'.' Mrs. Newton explained, in discussing her methods, "it is necessary to make a careful analysis of the customers, the merchandise, and the store polic}'. Then, these may be supplemented by some basic principles which will materially add good will and prestige to the department. "We keep a complete stock of records, but we do not allow any record to remain on our shelves for more than thirty days. We keep a check on our record stock by having our numbers numerically. One of each record is placed in a green, or what we call a "master," envelope. All other records bearing the same catalog number are placed in the brown envelopes. In this way we are able to tell at a glance of what records we have more than an ordinary amount. "We know at all times which records we have on hand and those of which we have a large supply. If we find that we have a few slowmoving records we make a list of those numbers and make a special effort that day to sell them out. In this way we are always able to keep our stock clear of old numbers. "We have found that one of the greatest factors in the creating of dead stock is the fact that the public does not know you have it on hand. Definite Record-Selling Plan "There are a number of little courtesies which may be practiced in the sale of records which are often overlooked. We have made a definite plan for promoting the sale of records which we follow out in every instance. When a customer asks to hear a new piece of a few records which have been selected, we conduct him to one of our booths, see that he is comfortably seated, wind the machine, place the record and needle and wait until the music starts before we leave the booth. We have received many compliments for our complete service in this respect and believe that it has done much in building up the sales volume which we enjoy. "We always keep our booths and our record stock in good order. There are quiet periods during the day when this may be accomplished and it makes it very easy to take care of the business during rush periods without confusion or loss of time. "Telling our customers of the new records we receive as fast as they come in is one of cur prime assets in increasing sales. We go over the list and show the customers the new recordings whether or not they have asked for any of these pieces. Of course, we do not force ourselves upon the trade in this way, but merely take advantage of an opportunity when we are placing a record on the machine for them or when we are wrapping up other records they have purchased. "Another thing which we have practised with quite a little success is not to let a customer go oui without buying, or at least wi.hout hea.ing, so;ne record. If we have an inquiry for some record which is not in stock at that time, we try to play something new for the customer, or recommend a substitute. In nine times out uf ten this will lead to a sale. Suggestion Sells Records "Suggestion plays an important part in the success of a sale, and we always have several suggestions on hand for new records, new selections, or groups of records which will form a pleasant evening's entertainment. We study our stock very thoroughly and know every record on our shelves. This enables us to suggest something pleasing to any customer who is in doubt as to just what is desired. "Specials, such as health records, books of the opera, etc., we order sparingly, but we promote just the same. If we know of a customer who we believe would be inte.ested in something of this kind, we either 'phone and suggest giving these records a trial, or we mention them the next time these customers are in the store. "We give as much attention to the comfort of our booths as we do the upkeep of our stock. We try to place as many of the streamers that come in as possible, but do not hang them up in such a way that they will be easily torn or appear unsightly. Instead, we paste them up in a uniform order, at the same time hanging the new record charts and other matter of this kind around the booth as attractively as possible. "Another essential of good merchandising is in knowing how soon new records may be received. We get all of our supplies from a branch in Dallas, so we get quick service. This enables us to keep our stock down to a minimum, and, where there is some doubt as to how long a new hit will be popular, we are able to order in small quantities. Cater to Students "A large portion of our trade comes from students who attend the University of Texas, which is located in this city. We have put ourselves to great pains to make these students feel at home here and always welcome them to come in and hear our new records whether they buy or not. This gives us a good prestige among the students, and we have a large percentage of their sales. "We do not believe in carrying inferior merchandise, nor records which are an off-brand. All of our stock is made up of nationally advertised and nationally known lines. The classic records which were so popular several years ago have given way to dance records and jazz, but there is still a fairly good demand for these former if the field is properly worked. "A thing well worth remembering in this work is that the phonograph is the most widely used and enjoyed musical instrument in the world. Some people may have a preference for the piano, others the violin, others a horn; but all will appreciate hearing their favorite musical instrument played on the phonograph by some well-known artist. All of these things must be taken into consideration if the record field is to be thoroughly worked. While the largest sales may be in orchestrations, novelties, etc., it must be remembered that there are others who prefer classics, religious numbers, recitations, health records, and other selections. By knowing your trade well and keeping each regular customer in mind as new records are brought out, it is possible to cover the entire territory. "I believe we have one of the smallest record departments of its kind for the volume of business which we enjoy. Our entire business, outside of the booths, is conducted in a space approximately nine feet square. Three sides are utilized for record shelves; the fourth opens on the aisle of the store and provides space for our small counter. "Summing up, I believe that courtesy to the customer — and I mean doing those little things v/hich are so much appreciated but seldom expected — letting the customer know what you have, especially in the stock which is moving slowly, knowing the condition of your stock at all times, and knowing your trade, are the prime essentials in the successful management of a department of this kind." Rollins' Pharmacy, Chipley, Fla., recently Secured the agency for Victor Orthophonic talking machines and records. STARR PIANO S STARR PHONOGRAPHS GENNETT RECORDS Represent the Hicfhest oAuainmmt in cMusicaL OVorth ^7)?eSTARR PIANO COMPANY Established l872 Richmond. Indiana 12