The talking machine world (Jan-Dec 1913)

Till] TALK I N<i! YIACMINL WORLD. 47 The Columbia Grafonola "Regal", $50, meets a distinct demand and it sells itselt every time you give it anything that looks like a " prospect." (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 POLICIES TO INSURE DEALERS A HOLIDAY PROFIT. Some Excellent Suggestions by J. Newcomb B lackman, President of the Blackman Talking Machine Co. Based on a Careful Analysis of Conditions Existing in the Trade — Selecting a Jobber in Whom the Dealer Can Place Confidence Is Important. Jobbers and dealers will recall with few exceptions that it is a yearly difficult task to obtain enough machines for holiday needs. Most of this trouble is through the wonderful growth of the business, for the demand has exceeded the supply. There is a happy medium somewhere between one extreme and the other in ordering and receiving stock. Those in the trade, however, who have data showing the record of former holiday problems and knowing the trend of the business should be in a position to allow for an increase of stock which, in a. successful business, should be needed. Let me picture to you the situation presented in various cases as I have found it. It is generally conceded that the prosperous jobber or dealer has the advantages, for his capital and methods of paying promptly give his preference where the line must be drawn, as is the case when goods are scarce, for it is human nature as well as good business judgment to play , sure and safe as far as possible. There is much danger, however, in being extreme even in this respect. Talking now from the standpoint of jobbers supplying dealers, we will first take the case of the dealer who is independent to some extent through having ample capital, facilities and buying strength, and therefore feels that he can always get the goods as he wants them. I feel this dealer will do well to use that ability by at all times having a good stock on a pre-arranged plan, so that it will always be kept in a certain condition and at all times enable him to not only make a satisfactory display, but to immediately deliver from stock. Next we have the dealer who is not so fortunate in capital or equipment, and perhaps whose location is not as desirable. This dealer should realize the disadvantage of not having a stock of goods or facilities such as the first named dealer, and that the public are usually not very sympathetic, regarding the causes of his lack of service. I believe this type of dealer needs a stock even more than the other one for the reason that the larger dealer is being more sought after and his "ready money" is a temptation that many jobbers fall for at the expense of some of the less fortunate dealers. Every dealer knows his condition, or should — and he should have preferably one jobber in whom ■he can place confidence, and, also important, who can place confidence in him. Assuming that he has such a jobber he could, by a "heart to heart talk," as it were, put his case flatly before him and arrange to place orders and get the assurance of a supply based on business which he will faithfully give to that jobber, not only during the holiday season, but permanently. There are jobbers of much experience in not only salesmanship, but financial problems, who could steer many dealers to prosperity if they would but lay the case before them and sincerely give the jobber an opportunity to help them in a mutually satisfactory manner. A dealer whose credit is usually strained is inviting trouble when he waits until his jobber is unable to give him more credit, must seek accommodation elsewhere, and owing to a scarcity of goods finds his source of supply cut off in most every direction. Therefore, let me suggest that now is the time, during October and November, to place orders and have a distinct understanding with jobbers regarding what you will do for them and what you will expect them to do for you. If you feel goods will not be scarce, then realize that the result will be a general full line display on the part of the active and larger dealer because the goods can be obtained, and that you, more than ever, will need machines that you can offer a full sample line, and hold the customer to his selection in your store. No jobber whose relations with his dealer are as I advocate above would consider it fair or profitable to allow that dealer to overbuy, or to run his business in ways which the jobber's experience would satisfy him was extremely risky. Dealers in general know which jobbers are financially, and by ability and experience, capable of taking care of their trade, and constantly expanding their business. All other things being equal — they should be the natural source of supply for you, then you will not feel that you are suffering for the handicaps of your jobber. Then again, consider the ability of the jobber to carry out promises in the extension of credit, the delivery of goods and leniency towards you if you have just reasons to expect it. Beware of any jobber who offers you inducements which your own common sense tells you are not business-like, and cannot be profitably given. Sooner or later the inevitable will happen and it may be bankruptcy for that jobber and a cold, stern demand on you for immediate settlement. With my dealers I have always felt that we would be better off with a mixed trade. We don't want all the so-called independent dealers, for some are apt to grind you down to a basis where you cannot take their business at a profit, or they may not stick to you as the fellow will who realizes that you can help each other. Then again, the little dealer should not think his jobber a philanthropist or one whose business can be run on sentiment. I don't believe in "dead beats," or those who refuse to do business in a business-like way, and I think the jobber who becomes known as not catering to that class not only serves himself better, but those to whom he owes service. If I have one dealer who in every respect makes good with me, and therefore expects me to give kirn the best kind of service and treatment. I owe it to him and his kind not to impair his ability to make good by dealing with customers who will sap my ability and resources to the detriment of all. In other words, what is the use of trying to get all kinds of trade — I don't believe it pays, and I do believe that jobbers should be censured for supporting and helping to continue in business that class of dealer who never did anything to build it up, seldom pays his bills and is the first one to cut prices. Perhaps I may have left the subject somewhat, but let me return quickly by saying that if you would insure your holiday profits and a supply of goods, reduce the number of jobbers that you are dealing with to the smallest possible number so that your patronage will be worth while, and in the elimination process consider their record with you. If you are not satisfied, it may be that you should start now and try the service of the jobber whom you have not patronized and have even been somewhat prejudiced against for some reason. When you have arrived at the rock bottom of elimination, then get down to business as previously outlined by placing your orders, and having an understanding regarding what you will give and get in return. If your favorite jobber, and you should have one to whom you could refer as such, thinks that you can get along better by carrying a larger stock, adopting certain methods, making certain improvements in your store or otherwise, and you know his judgment to be good, and that other dealers have profited thereby, why should you question his motive and why should you not feel that he will stand back of the obligation so implied on his part in case his recommendations do not prove as expected? Many dealers have grown from "a little acorn" to "the sturdy oak" through the advice and help of their jobber. I know of many among our dealers and I am confident that we have no monopoly in that respect. Don't delay this matter, for it may be that your "policy" of the past has not and will not "insure your holiday profits," in which event it should be changed or canceled and the proper kind taken out in another company. Analyze your case and do some careful serious thinking, also bearing in mind that someone is going to do this and will be benefited perhaps at your expense. It looks to me like the biggest holiday business we have ever had and that we cannot "rest on our oars," but must consider the past only as a starting point, avoiding a repetition of all mistakes, and benefit by the experience which time has given us. In that way your holiday business will be insured. EDISON FILES SUIT IN CHICAGO. (Special to The Talking Machine World.) Chicago, III., October 9. — Thomas A. Edison, inventor, filed suit in his own name yesterday in the United States District Court to restrain the Consolidated Gas and Electric Co., of Chicago, from using the name "Edison" in selling an automobile starter and an electric horn. Through the manufacture of the Edison phonograph. Edison kinetoscope and Edison Portland cement, the name "Edison" has come to have a worldwide reputation, the bill declares. It is to protect this name that the suit has been brought.