The talking machine world (Jan-Dec 1910)

4 THE TALKING MACHINE WORLD. THE VALUE OF DIPLOMACY. A Few Facts Gleaned by the Writer Regarding This Trade Winning Talent — Every Dealer Should Acquire It, for It Means Prosperity. In order that I might not write theoretically, but stick close to facts in the preparation of this article, I made it my business to visit the different retail dealers in my native city, and, whenever possible to do so. analyzed their methods of doing business, their manner toward customers, etc., my one aim being to prove beyond the remotest semblance of a doubt that diplomacy is a valuable asset to the "talker" man. Whether or not 1 have been successful I will leave to the good judgment of my readers. There are a number of stores situated on the same thoroughfare which brag of their courtesy to patrons, and verily it is no idle boast. I happened in at one of them on a day not so very long ago and was thrilled by the winning manner of the salesman who came smilingly to greet me. I did not purchase a record, yet he played everything I asked for, not only with willingness, but augmented the concert with little anecdotes of the talent, which, while familiar to me, were none the less impressive. After I had taken up as much of his time as I felt to be in keeping with good taste. I asked permission to remain while he waited upon other patrons who were awaiting their turns. The same was cordially granted, and during the hour I sat and watched his selling methods I became a staunch convert to diplomacy. . One old lady was particularly hard to suit. She had a cheap machine at home and very little cash to spend for records, and therefore determined to get her money's worth. Record after record was placed upon the turntable only to be greeted with contemptuous disdain. At last, however, by polite questioning, he determined just the character of selection she most admired. After that it was plain sailing. "Silver Threads Among the Gold," "Bell Brandon," "Juanita" and "The Golden Wedding" were rendered one after the other, and she purchased them all without a criticism. As she was paying her bill she remarked, with a break in her voice, "I'm afraid I've caused you a lot of trouble, but before now I have always had such a time in getting records to really please me. These that I have just bought from you are beautiful, and I thank you for your kind attention to a poor old woman." The young fellow took her cold, withered hand in his warm, brown one, and I thought, though I may have been mistaken, that I discerned a mist in his eyes as he answered, "It was a pleasure to wait on. you, and I sincerely trust you will call again very soon. Come in and see us whether you care to buy or not. We will always be pleased to have you." "Thank you, sir; thank you," she replied, and taking up her package she wended her way feebly out of the store into the busy street beyond. Since my initial visit, at which time I witnessed the above, I have called quite frequently and always found the entire establishment bubbling over with diplomacy. Upon the occasion of my last visit I was honored by being ushered with much ceremony into the private sanctum of the proprietor. "I want to congratulate you upon your splendid organization, Mr. Smith," I began. "Yes," he interrupted, smiling, "my boys are all right. They either have to be or else find another job. I will not tolerate a salesman who is not willing to take a strenuous course in the study of diplomacy. No business, Mr. Middleton," he continued earnestly, "can be run successfully without tact, and in the 'talker' line, where we are coming into constant personal contact with our customers, to neglect it is to court ruin. I train my salesmen very carefully, and when their education is completed and they have absorbed my ideas they cannot fail to be competent and tactful. Here is a set of rules my men are requested to follow which I will be EXEMPLIFYING DIPLOMACY. glad to have you use if you care to do so. I think they should prove interesting to talkingmachine dealers in general, for they preach a simple sermon of common sense in every line." Taking the printed sheet from his outstretched hand, I read the following: TEN BUSINESS COMMANDMENTS. 1. No matter what priced raiment your patron wears, give him the courteous attention he is entitled to. 2. You afe not employed to snub or criticise, but to sell goods. 3. Be especially kind to the' old and infirm. 4. Become familiar with the lives of the record talent in order that you may answer intelligently any question asked you upon this subject. 5. Dress neatly. You are expected to be in harmony with your surroundings. The satin beauty of the Victrola does not blend well with a soiled collar. 6. Keep posted on the subject of record numbers. A good salesman should be able to find what he wants without resorting to a catalogue, thus saving time, and time is money. 7. If you do not happen to have the record your customer asks for in stock send the boy for it on the run. You cannot afford to lose a single sale if it can be avoided by reasonable effort. 8. Cultivate the art of sizing up your customers. Learn to cater to their wants at once without playing a long program of selections they are not interested in or do not show an inclination to purchase. Find out their tastes, then sell them the goods. 9. Do not keep customers waiting. They will appreciate prompt service as much as anything you can give them. It will prove an attraction that will draw others into the fold. 10. Use your head. Some of the snappiest ads. ever printed in a trade journal were born in the fertile brains of ambitious and observant salesmen. Of course, there is the other side, but why speak of it. I could tell you of impudent youngsters masquerading as salesmen, of grouchy managers, and a general air of pessimistic gloom, but it is unnecessary, because by investigation, most rigidly made, brought to light the cheerful information that when diplomacy is used to the best advantage prosperity results. Diplomacy. If you would be successful, Put on your sweetest smile; Lay in a stock of courtesy Oerspread with grace and style. Make friends with Grouch and Know-It-All, And when they've had their say, Confront them with diplomacy — You'll land 'em sure that way. —Howard Taylor Middleton. ROBERTS PLEASING PUBLICITY. The W. J. Roberts, Jr., Co., 715 Prespect avenue, Cleveland, O.. have issued an extremely interesting little volume entitled "What This Victor Store Means to You." It contains exterior and interior views of Mr. Roberts' establishment, in which a very fine line of Victors and Bdisons are admirably displayed. The literary matter is right to the point — instructive and interesting. Literature of this kind is both helpful to the dealer in a local way and supplements the publicity efforts of the manufacturers most effectively. VALUE OF A SCRAP BOOK Of Interesting Clippings to the Merchant — Many Valuable Suggestions Thus Kept at Hand — Much Time Thus Saved. Few dealers have realized the importance of an index containing all information which would be of help to them, contained in the various trade papers to which they subscribe. In every issue there is apt to be one or more articles in which you are particularly interested — in fact, trade papers are a mine of information; but in reading them it is impossible for one to remember every good thing unless he has some method of reference. Papers are filed or laid away and when the time comes to use that particular information the paper has either been mislaid or the reader has forgotten in which issue the article appeared. This means a loss of time going through a pile of papers, and you may not find it at all, thereby losing a valuable idea or an imperfect carrying out of a plan from memory. Trade papers, as a general rule, are read through hurriedly by busy men until something strikes them which they would like to dwell on a little later. Wouldn't it be a hundred times better if each particular article were indexed so that you could lay your hands on it at any future time at a minute's notice? The idea of which you retain but a faint recollection is brought before you in a clear manner once more, says the Sporting Goods Dealer. One index will serve to cover all papers, so that it will not be necessary to have more than one index for reference to everything he has been interested in in a trade paper. Identification marks should appear opposite each item, showing in which paper it appeared. If you don't care to go to the expense of a card index, a scrap book will answer the purpose just as well, although a card index is very easily made, as you can buy index card systems for about $2.50 or you can make them yourself, cutting them from heavy cardboard about five inches wide and inserted in an ordinary candy box of suitable size. The division letters should be drawn on large enough so that they can be readily seen. SPEAK GENTLY TO CENTRAL. Copenhagen Telephone Exchange Catches All Angry Words on a Gramophone. Exasperated telephone users who have been indulging in harsh language to the telephone girls have been brought to book by the telephone administration of Copenhagen. At first the identification of the offenders was difficult. Then a gramophone apparatus was installed in the central exchange, on which all unseemly language was recorded. Some of the worst offenders were then summoned to the directors' office. When they denied the charge they were convicted by an exact repetition in their own voices of their hasty remarks. Telephone manners and language in Copenhagen are now greatly improved. What if this plan should be adopted in New York? SLEZAK A GREAT ARTIST. It is apparent that Slezak is one of the great artists whose records will command a sale equal to the best efforts of any artist who ever visited this country. Slezak performances are an artistic triumph in every definition of the term, and the National Phonograph Co. are to be congratulated on securing the services of-so great an artist.