The talking machine world (Jan-Dec 1913)

tin: talking machine world. 19 The Columbia Grand Opera Records alone are worth your attention. The dealer who ties on to them will find it easy to tie a string around the best of all the Grand Opera Record business in his locality and lead it over to the Bank. (Write for "Music Money," a book "full of meat" for those dealers interested in quick and frequent turnover of capital.) Columbia Graphophone Company Woolworth Building, New York CASH OR CREDIT, WHICH? Finding Out How the Prospective Customer Is Inclined One of the Most Delicate, Yet Important, Questions for the Salesman. One of the most delicate jet important questions for the salesman to solve is whether his customer is going to pay cash or ask for credit. Most firms make some difference for cash, especially if the goods on the floor are marked with the credit or instalment price. Guessing at it won't do. Unless you find out, and early, too, in the conversation with your customer, you are less likely to make a sale. There are many people whom you either know personally or by previous dealings to be cash. Quite a few more will tell you voluntarily that they wish to buy cash or credit, as the case may be. For example, someone asks you the best cash price on an article. Generally, though not always, this implies that they are cash buyers. The real problem arises, then, with those whom you do not know and who do not express themselves as to their method of payment, says a writer in the Furniture Record. You must get this information without offending your customer. Many people would be highly indignant if asked point blank if they wish to pay cash for an article. They may be chagrined if approached in even a less blunt way. The purpose in getting the information should be kept concealed. If possible, make the cash customer feel that he is entitled to a substantial discount if he is buying for cash, and the credit customer feel as if he is buying at the same price as the cash customer. This is another hard proposition, but it can be done if you use tact. Now, with these two things in mind, I will tell you my favorite method of solving this problem. Suppose a lady customer, whom I know nothing about, comes in to look at a buffet. There is no clue in her dress or manner, hence I must find out in conversation. I would take her to a mediumpriced buffet, which in all probability she would not like. I make a few remarks about the buffet and point out a few good features. After a short explanation of this kind, I quote her the price which is the credit price. I follow the quoting of the price with a statement like this : "Now, we advance credit on this or any other piece or pieces in the house, if you wish it." In almost every case, if she is cash, she will reply quickly that she wishes to pay cash, or when she buys she always pays cash, etc. • If she is a credit customer she will, in all probability, either say she can't pay all cash today or she will ask about the credit plan. If she ignores it altogether and asks to see another buffet, in the majority of cases, I find, it will turn out a credit customer. But tactfully work in a little more of an explanation about the credit plan in later, and with that as a shield you can with a great deal less danger ask her whether she wishes to use the credit plan or not. Of course, every customer will respond a little differently, so you must be on your guard. My plan, boiled down, is: In case of doubt, in order to be on the safe side, assume them to be credit customers until you have positive information. Second, seek your information only after quoting a price to them, and thus avoid suspicion that might arise if you asked them before. If your customer turns out to be a cash customer, proceed to give her the best cash price on the rest and tell her that it is the best cash price. If the goods are marked in plain figures, take the discount off in her hearing. I have followed the foregoing with splendid results. The more tact you use, the better success you will have. IMPROVING TONE REPRODUCTION. The Construction and Purpose of "The Masterphone" the Subject of an Interesting Article in the Scientific American. Under the title "Improving the Reproduction of Talking Machine Records," the Scientific American in its issue of September 27 gives a very interesting and informative account of the invention and purposes of the "Masterphone," which was introduced to the readers of The World last month. This device, which is marketed by the Masterphone Corporation, 187 Broadway, New York, is meeting with a very gratifying success. The descriptive article in Scientific American, which was accompanied by an illustration of the Masterphone, reads as follows : "A simple clarifying, articulating and amplifying attachment for talking machines was discovered by the accidental touching of a fine needle with the finger while a record was being played. The inventor, M. B. Claussen, about two years ago, while testing out some records, happened to touch the needle and noticed that it vibrated. He was using a very fine straight-sided needle, which produced a low sweet tone, but lacked the power to propel the sound from the horn. This fine needle was free from scratch, and while it did not produce the volume of the heavy needle, it had none of the heavy needle's mechanical tones. Mr. Claussen argued that if he could add power to the vibration of this fine needle, it would reproduce all there was in the record with a volume equal to that of a heavy needle without any of the heavy needle's defects, such as scratch and aftertones. Besides, the great wear on the record caused by the heavy needle would be avoided. After trying many devices to increase these vibrations, he found that a disc of a certain diameter, thickness and density attached to the needle near its point, not only increased the volume of the fine needle considerably, but retained all the purity of the fine needle, and, at the same time, by its vibratory action eliminated the aftertones and caused each word and note to be reproduced clearly and distinctly. Some indistinct records even became audible. Tones never heard before were brought forth. The sound was lifted clear of the machine. The singer or musician was in the room, not in the box. It reproduced all the artist put into the record in the artist's natural voice, or with the musician's artistic touch. In its present form the device consists of a disc, two springs and an insulated metal band. The band is slipped over the circumference of the sound box, and the disc over the point of a fine needle. The springs hold the disc in place. "Tests, made under a microscope, of records played one thousand times with the device showed no perceptible wear. The long point of the fine needle had reached all parts of the record, but had not broken down the wall. Further experiments showed that by slightly increasing the length of a fine, straight sided needle, the vibrations were increased and the reproduction brought to a point of perfection. The device is made to fit this needle, and with it produces the best results." A SPLENDID ARRAY OF JOBBERS. The Edison Representatives Make a Splendid Showing in The World — Important Houses in Every Section. Every wide-awake talking machine man, no matter where located, is interested in fall trade. No men in business, whether jobbing or retailing, can afford to be out of the publicity line, for advertising is the great motor power to business, and general business conditions are excellent and point to a record breaking fall in many ways. The Edison jobbers are obviously in line to take advantage of trade conditions, and in this issue of The World appear announcements from business men which should be consulted by the dealers. They emphasize the national influence of The World and demonstrate how the jobbers view it as an advertising medium in which to make their wares known. Among the dealers and jobbers who carry special space in this number are : American Phonograph Co., Gloversville, N. Y. ; Pardee-Ellenberger, New Haven, Conn.; Buehn Phonograph Co., Pittsburgh, Pa. ; the Phonograph Co., Chicago, 111. ; Kipp-Link Phonograph Co., Indianapolis, Ind. ; Eclipse Phonograph Co., Hoboken, N. J. ; C. B. Haynes & Co., Richmond, Va. ; F. A. Bolway, Oswego, N. Y. ; the Phonograph Co., Cleveland, O. ; Silverstone Music Co., St. Louis, Mo.; Lawrence H. Lucker, Minneapolis, Minn. ; Shultz Bros., Omaha, Neb. ; Houston Phonograph Co., Texas-Oklahoma Phonograph Co., Ft. Worth and Houston, Tex.; Southern California Music Co., Los Angeles, Cal. ; W. A. Meyers, Williamsport, Pa.; the Eilers Music Co., Seattle, Wash.; Harger & Blish, Des Moines and Sioux City, la. ; American Phonograph Co., Detroit, Mich.; Denver Drygoods Co., Denver, Col.; surely a splendid array of business men. TO IMPROVE WINDOW DISPLAY. The window display committee of the National Advertising Managers is planning to establish a national window trimming bureau for the purpose of co-operating with dealers and helping them to get a more profitable return from . their window space. The window display committee is an outgrowth of the dealer co-operation committee, which, under the chairmanship of W. P. Werheim, advertising manager of Pratt & Lambert, Buffalo, did much to throw light on this important phase of national advertising. Just pick out the high lights of the business. The low ones are seldom seen.