The talking machine world (July-Dec 1927)

This Salesman Built Up a Personal Following — Record Sales Average $30,000 a Year MUCH has been said and written about salesmanship, and the art of inducing customers to come into the store, and closing sales. All of which is right and proper, but there is another phase of merchandising that is often neglected, yet is vitally important, and that is, repeat business. Do your customers return to the store regularly and continue to deal with you for their musical requirements? Every sale of a talking machine, for instance, regardless of its price, should mean future sales of records of $100 or more a year, and in many cases the total sale of records lor a year should be many times the price of the instrument. A Case in Point Joseph F. Brogan, manager of the branch store of the New York Band Instrument Co., at Thirty-fourth street, New York City, sells during the course of an average year, about $30,000 worth of records, 90_per cent of which are of classical music, Victor Red Seal, Columbia Celebrity and both Victor and Columbia album sets. Other salesmen in the same store of course, do a good business, but the above amount is sold by Mr. Brogan himself. An interesting item regarding these sales is that about $10,000 worth of the records are sold to customers who have been buying from Mr. Hrogan for a number of years and have continued to do business with him in three different locations. Mr. Brogan has had years of experience in talking machine and record selling, having entered the field in 1915 when he was connected with the Victor department of the Knabe piano warerooms in New York. He remained there for two years, leaving to join the Navy. Upon his discharge he went to Europe and studied voice culture for three years. He joined the sales staff of the New York Band Instrument Co. in 1922 and has remained with that com pany ever since, with the exception of eight months during which he was with the record department of John Wanamaker, New York. While this experience is varied it does not suffice to answer why Mr. Brogan has been so successful as a talking machine and particularly a record salesman. There are many others who liave had longer experience who do not do nearly as much business, despite the fact that in many cases they have the advantage of a better location than the stores in which he has won his success. Has Personal Following One of the features of Mr. Brogan's clientele is that a great number of his customers will not deal with other salesmen in the store, preferring to wait until he is able to serve them, depending on his suggestions and knowledge of the record releases. And just as many friendships between business men in other lines have resulted from business transactions, so too has Mr. Brogan become friendly with a great many of his customers, even to the point of visiting each other's homes. In seeking to learn, for the benefit of its readers, the methods by which Mr. Brogan has managed to secure this favorable position with his clientele, The Talking Machine World requested him to write a short article on "Salesmanship" and after much reluctance, he consented. It follows: Something to Give "Has it ever occurred to you the many privileges we salesmen who come in contact with so many people in a business way, have. I have never been able to get away from this fact since I started out as a Victor salesman several years ago. Having had no previous experience I didn't know just how to go at it. "However, I felt it was a real opportunity to give of myself — a chance to serve. With this thought in mind I have been able to sell where others have failed, not because I am more capable than the average salesman, but because I love my work sufficiently to have made a complete study of the merchandise. "With this knowledge you have the confidence to approach any customer, knowing that, insofar as your merchandise is concerned, he is sold. Your real salesmanship only begins when you are able to sell yourself. This statement may seem rather stranger, but it is true. "As a conscientious salesman it is your duty not only to greet a customer in a gracious manner, but with a feeling that he is your friend. Again you may say, 'this is not easy because the customer may not be interested in you.' but do not allow the attitude of the customer to discourage your friendly attitude toward him. Your agreeable manner and willingness to be considerate is bound to reflect in the customer. He in turn will like you for yourself and during the time he spends in your store, if you convince him that you know your business, you cannot fail to make a sale. "One policy which I have always found to be best is to agree with your customers in all circumstances even if their knowledge of music is not on an equal plane with your own. Having created an attitude of friendliness, and having engaged in conversation, the customer will show an interest in some phase of the conversation which will give the salesman an opportunity of interesting him in the merchandise. Developing a Sizable Sale "Last September a customer entered the store for the first time as far as I know. He made purchases amounting to $1.50, including some sheet music. In the course of our conversation he mentioned that the sheet music was for his son who was studying the piano. I found that the boy was playing classical music only and I mentioned that the present-day students had so many more opportunities than those of the past, particularly with the help they could receive from hearing the recorded playing of the masters of the piano contained in the album sets of records. The customer never had regarded the record sets in this light before and desired more information on the subject. I willingly gave this and also a demonstration of several of the sets. The result was that instead of purchases of $1.50 he left the store after spending $37 and has since purchased more than $150 worth of records. "In conclusion, I want to say that the selling is quite simple provided the co-operation between the owner and the salesman is harmonious. If the owner is not in sympathy with the methods employed by the salesman, the latter is working under a disadvantage and cannot do his best work. The results secured by the salesman should speak for themselves. In other words there are many owners who are like so many music critics. They tell how to do a thing without any idea of how to do the same thing since they never have had the actual experience or their experience is so ancient that it is out of date. "One thing the owners can do is to encourage salesmen to study more and realize what they are selling so that they can talk intelligently to all types of customers. An interest in the recording artists and their musical activities on the operatic and concert stage gives the salesman a basis for conversation which will be appreciated by the customer who applies to him for advice in their selection of records." Makes £asu Sales fov Radio Sets New Dri-Line Gives You Sensational Radio Power With Its Flow of Strong, Steady A & B Current Our New Type AB-280 Unit ^divers iso voits at 4o . , _,, . mills. Uses the new 280 rube. Ihe A rectifier is the new approved DRI type. Economical on current, compact, attractive. 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