The talking machine world (Jan-Dec 1911)

44 You will profit by being the dealer who gives prompt, efficient service. Your service depends on the service of your jobber. If he continually holds up your orders, and makes mistakes, you will lose business. We give you the service needed for you to satisfy the people. We enable you to have on hand an up-to-date line oi "\'ictor goods, because we keep you posted on up-to-date goods. If you do happen to be out of an article desired, you can send \ our order knowing that we will ship it on the same day your order is received. Hence you promise it at a certain time — and keep that promise. Why not help your business by adding our service? Why not start to-day? Give us an order for anything in the line of Victors, VictorVictrolas, Victor Records, needles, record cabinets, extra parts or accessories of every kind, and it will be shipped the same day we receive the order. Orders, whether large or small, receive the same careful attention. A postal will bring our catalog, and also a little booklet descriptive of record cabinets, called: "The Cabinet That Matches." New York Talking Machine Co. Successors to Victor Distributing and Export Co. 83 Chambers Street New York TRADE NOTES FROM CLEVELAND. {Continued from page 43.) the possibilities of our mutiple instrument, equipped with a coin controlled device for commercial use. Before the next issue of the World we hope to be in position to give you full and complete information as to our manufacturing facilities and progress made in other lines. For the present, however, we can only say that we are more than satisfied." Trade is reported very satisfactory with W. H. Buescher & Sons, considerably above normal at this season of the year. The Bishop-Babcock-Becker Co., 615 Superior avenue, are displaying in the show window of the store, a line of the U-S Combination Phonographs and Everlasting Records. Business with Collester & Sayre was reported to have been fairly good in July, and improving since the first of the month. 1911 MODERN STORE EOUIPMENT. ■ H.i^-Master's Voice A Question of Vital Importance to Every Merchant — Making a Store Attractive to the Ladies — An Essential to Success. The question of store equipment has reached a point where it should interest every live merchant, no matter where treated, and should rank with importance with the actual choice of salable stock. What would you think of the young man who, desiring to make a good impression on the lady of his choice as life companion, would be careless and indiflferent as to his personal appearance? Would he not rather don his very best glad rags, wear his best smile and an air of prosperity? Yea, verilv. Then if it is necessary in affairs of love or other interests to do whatever may be needed to create a good impression on the public, it is certainly no less important in the real affairs of life to put up a good front. It is pretty accurately estimated that 80 per cent, of all the purchases are made by the ladies, and if you will convince me that ladies do not consider appearances, then I will bow myself out and offer no argument in support of modern equipment; but if 3'ou acknowledge the point, then I ask your careful consideration of the suggestions I have to make, says a successful sales manager. I propose to take it for granted that you all agree with me that all ladies are not only extremely careful of their own personal appearance, but keep their homes in corresponding order and admire ; yea, even demand it, of those whose homes they visit, and our stores are our homes. What would your lady friends think if you invited them to your home and on arrival they found your house in as great confusion and as filthy as some of the retail stores of to-day? Then, if you expect respectable ladies to visit your store, for heaven's sake get busy and clean up and make them decent for ladies to enter. Unfortunately some dealers think that only one thing, price, is the ruling element in all sales; others, broader of mind, consider that quality is essential, but I wish to say that there is another element no less important than either of these and one which often affects sales when the others will not avail, that is cleanliness, a comfortable store and convenient arrangements for quick and satisfactory shopping. I submit that it is not a debatable question that the show windows of any institution make the very first impression upon the prospective customer, and all depends upon the condition of his windows whether that first impression shall be a favorable one or otherwise. The modern plate glass window of any man's store neatly dressed with seasonable wares, with every article carefully and reasonably priced, not only makes a good impression on the passerby; the man, woman, boy or girl on other missions bent, and later, if not then, brings them back to the store to make a purchase of some kindred wares, perhaps not shown in the window, but it many, many times, turns them in just then to buy some needed article found in the window; and if the favorable impression made by the window is Talking Machines, Typewriters, Phonographs, Adding Machines, Cash Registers, Guns and Tools, and on all Polished Instruments. The Finest Oil Made. A fine polish for varnished surfaces on cabinets, etc. It Absolutely Prevents Rust. Now Sold Everywhere By All Hardware Men WILLIAM F. NYE NEW BEDFORD, MASS. carried throughout the transaction, they become regular visitors and customers. They let me strongly recommend that you who have not already a modern front with as large show windows as conditions will permit, that you hasten to invest in one. 1 use the word invest in this connection in the hope of Correcting the erroneous impression under which some merchants labor, that money thus spent is an expense, but it is as truly an investment as any you eve-r made. Did you ever stand in your front door and try to estimate the amount of available cash that hourly passes your doors in the pockets of the passing throngs and try to figure how you can turn more of it into your cash registers? Let me suggest that you put in a modern front to your store, keep the windows clean, change them frequently, price your wares attractively, and you will be astounded at the increase in your ca.«h sales. IT WAS EMBARRASSING. It was a holiday and a bunch of newspaper men were passing the day pleasantly, visiting the moving picture shows along Fifth avenue. Toward evening they strolled into a store where sheet music is sold. An Edison phonograph was grinding out song after song, and the bunch waited for the finish. There were all kinds of songs and music. Among the girls behind the counter offering the songs and music for sale as the phonograph reeled them off, was a very pretty blonde. She had a smiling blue eye and was raking in the sheckles and handing out the songs and music. Suddenly the phonograph, after being loaded again, started, and this time the music caught the bunch. "What do you think of that, Bill?" one of them said, and the reply was, "Great !" When the song was unreeled. Bill approached the pretty blonde, saying : "What's the name of that song?" Then the pretty blonde appeared to be struck deaf. "Tell the gentleman the name of the song," said the two other girls behind the counter. "Attend to your business," said the blonde, and the other girls broke forth in laughter. Bill did not understand until a sheet of the song was thrust at him by the little blonde, who with her head half averted almost jabbed the sheet into his face. Then he read : "I Never Knew Till Now How Much I Loved You." — Pittsburg Gazette Times. The best and surest way that has ever been learned to get desired results in any undertaking is to know your work — ^your business ; to know it well — to know it better than any competitor. If you would succeed as a talking machine man you must know something more than the average talking machine man in your branch of the industry. You must study and develop in the knowledge.