The talking machine world (Jan-Dec 1911)

22 THE TALKING MACHINE WORLD. From Alice Nielsen: As I listen to the records it is impossible to believe that they are the result oi a mechanical contrivance. My voice sounds as if it must come from a living being and not from any instrument. Undoubtedly the Columbia Graphophone is the most perfect of any talking machine in the world; in fact, I consider it so incomparably superior to any machine yet invented that until one has listened to its reproductions one has no accurate notion of the wonderful accomplishments that modern science has made in reproducing the human voice, ^yf^ jflcAu Columbia Phonograph Co., Genl., Tribune Building, New York RECORDS SHOULD BE FEATURED. Some Very Timely Words on This Important Subject by Louis F. Geissler, General Manager of the Victor Talking Machine Co. — Dealers Sometimes Overlook That the Record Department of Their Business Can be Made More Profitable Than Even That Devoted to Machines. Louis F. Geissler, general manager of the Victor Talking Machine Co., Camden, N. J., in a recent talk said': "My prophecy is that the talking machine business will be absolutely beyond the capacity of the Victor factory during the years of 1911 and 1912; but there is an illimitable field for the sale of records." In this connection he addressed some very timely remarks to dealers on educating salesmen to sell records, which are worthy close observation and consideration, as follows : "Your salesmen are entirely too anxious to book the large initial sales. The machine buyer comes to you voluntarily, but the record buyer has to be coaxed and educated. Don't look upon this end of the departm.ent as "easy" and delegate it to incompetent help. One of our travelers observed in a recent letter: 'Salesmanship in the record end of our business is a lost art. Without salesmanship, nothing commercial can succeed. While this matter may be argued pro and con, the logical sequence is that salesmanship is essential to the development of our record sales.' In carefully compiling data in this matter of late, I find there is less and less salesmanship employed each year in the disposal of our records. For instance, in the city of "Blank" to-day (I am not citing this city as an exception, but merely as an example), we have such 3. small number of real salesmen participating in record sales as to be hardly worthy of mention. "In the majority of instances, boys are utilized in attending to consumers' orders ■ for records. By this I mean that their duties cease with picking the records from the stock racks, wrapping them up and turning in a memoranda of those sold. The bulk of our record business is done along these lines to-day. We can little realize the danger of this business until we actually participate in the retail selling end. Boys, 16, 17 and 18 years of age are to-day coming in contact with consumers, who should be confronted with real live salesmen. These boys answer the purpose, so to speak, only for those customers who have been educated by some firms to the fact that they need only present a list of records, take them home with them, trying them out at their leisure and returning the majority. "This 'approval plan' will not sell one-tenth the records that the proper waiting upon customers in your stores will accomplish. Customers should be compelled to listen to records under the careful guidance of salesmen. Salesmanship should be demonstrated and employed in every instance where a consumer contemplates the purchase of records. "If customers are allowed to follow their own inclination in the selection of records from cata logs or bulletins you are deprived of your opportunity to personally work off your over stock or to call their attention to hundreds and hundreds of most excellent records already in our catalog which are fiilly as good as any that we are issuing to-day. If this inattention is permitted, the power and profit of your convincing arguments are entirely lost. "The record end of your business is, and should be, made far more valuable than your machine business. "In what is the most money invested? In a piano or in the musical education that follows to make that piano of value in a home; in the automobile or in the tires, gasoline and oil, up-keep and entertainment that follow the ownership of an automobile ; in the gun or in the ammunition that you fire throug'h it after its purchase; in the camera or the films that you purchase for use therein; in the safety razor or the blades that it requires ; in the purchase of shoes or the cost of keeping them polished; in the wine glass or the wine that you fill it with ; the sausage machine or the beef which you grind through ft? "These are practical, prosy — even homely — illustrations, but they absolutely demonstrate our point. "Pay your salesmen a small 'premium' exclusively on their record business (it will influence their machine sales just as well) and watch your record sales jump. "Induce them to take the record selling end of the business seriously; to educate themselves; familiarize themselves with our catalog; pass your record customers along especially to these expert record salesmen, where they can get good intelligent service, and you will double your record sales in three months' time. "A wilhngness on the part of your salesmen to do more physical labor even at the cost of a little less smiling and talking about the weather will put more money into your tills." TRADE NEWS FROM THE TWIN CITIES. The Talking Machine Co. of Minneapolis Hold Formal Opening — Archie Matheis Leases Large Store — Hoffman in New Quarters — Metropolitan Music Co. Getting After Victor Business — Other Items. (Special to The Talking Machine World.) Minneapolis, Minn., Oct. 22, 1911. Archie Matheis, the well-known talking machine dealer, who has been successful both in the jobbing business when he was in charge of the department of Koehler & Hinrichs of St. Paul, as well as his own store, which he has been operating at 238 Nicollet avenue of Minneapolis, has leased a large store, 20 x 90, in the Meyers Arcade Building, located on Nicollet avenue, at Tenth street, in the very heart of the most exclusive Minneapolis trade. The store is beautifully decorated and fitted with fine fixtures and is considered to be about the finest store of its kind in the twin cities. Oriental rugs and Victrolas as well as Amberolas will be in each booth and these are much larger than the ordinary and will be ventilated with fresh air electric fans and sound-proof. Many palms and other decorations give the store a home-like as well as a sunny atmosphere ; beautiful show windows, and a space that will be used for concerts and recitals will surely make the store a popular place, to which added the long experience of Mr. Matheis should point to the immediate success of the venture. He will continue to run the store known as the little talking machine store on lower Nicollet avenue, where he has been established for a number of years. Charles Rindflish, who is manager of the talking machine department of Koehler & Hinrichs of St. Paul, report the sale of many 40/10 accounts and says that business is starting up with a rush much earlier than usual. He has the department in fine condition and deserves success, as he is always courteous and a hard worker. George Mairs, the well-known manager of W. J. Dyer & Bro., of St. Paul, has a smile that wont come ofif. This is an indication that he is making good and showing a good increase in business and looks forward to a big season's business. Arthur Magoon is again in charge of the talking machine department of the New England Furniture Co., who will sell the Victor line only. Trade is picking up with them and he looks for a good season's business. C. A. Hoffman has moved in a new location on 814 Nicollet avenue and fitted up a beautiful department that should bring him good results. This will make two talking machine stores in this end of the town being one block from the new store of the Talking Machine Co. The Metropolitan Music Co. are going after the Victor business this fall. They have room fitted up on the fourth floor of their building and being located well in the city should get their share of the business. The Talking Machine Co. of Minneapolis bad their formal opening on Wednesday, November 1, The store was very beautifully decorated with bunches of flowers, numerous large palms and the recital in the afternoon as well as the evening was attended by a packed house, and everyone was pleased with the new store, and Mr. Matheis has given to Minneapolis a store that the city can be proud of. He has two stores, and they are the only exclusive talking machine stores in the Twin Cities. A Harry Lauder recital will be given on Friday evening, November 10. Mr. Lattder will be in Minneapolis on November 12. This is a new departure in Minneapolis, to give concerts of the artists as they appear, who make records for the talking machine companies. Mr. Matheis will give a Tetrazzini recital in the near future, as well as review the grand operas that will appear in the cities during the coming month. HOW SUCCESS COMES. Success comes to the person who is willing to do a little more than he is paid for doing. To the person who is glad to have others succeed. To the person who feels himself a part of the business concern, who feels a pride in its well-being, and who determines his own little part must be well done. To the person who can remember and forget; remember his duties and forget his grievances.