The talking machine world (Jan-Dec 1913)

48 THE TALKING MACHINE WORLD. EDWARD LYMAN BILL, ■ Editor and Proprietor. J. B. SPILLANE, Managing Editor. Trade Representatives: Glad. Henderson, C. Chace, L. E. Bowers, B. Brittain Wilson, A. J. Nicklin, August J. Timpe, L. M. Robinson. Boston: John H. Wilson, 824 Washington Street. Chicago Office: E. P. Van Harlingen, 37 So. Wabash Ave. Henry S. Kingwill, Associate. Philadelphia: R. W. Kauffman. Minneapolis and St. Paul: Adolf Edsten. San Francisco: S. H. Gray, 88 First St. Cleveland: G. F. Prescott. St. Louis: Clyde Jennings. Cincinnati: Jacob W. Walter. London, Eng., Olfice: 2 Gresham Buildings, Basinghall St. W. Lionel Sturdy, Manager. Published the 15th of every month at 373 Fourth Ave., New York. SUBSCRIPTION (including postage), United States, Mexico, One Dollar per year; all other countries, $1.25. England and her colonies, five shillings. ADVERTISEMENTS: $2.50 per inch, single column, per insertion. On quarterly or yearly contracts a special discount is allowed Advertising Pages, $75.00. REMITTANCES should be made payable to Edward Lyman Bill by check or Post Office Order. |SNOTICE TO ADVERTISERS. — Advertising copy should reach this office by the first of each month. By following this rule clients will greatly facilitate work at the publication headquarters. Long Distance Telephones — Numbers 5982-5983 Madison Sq. Cable Address: "Elbill," New York. NEW YORK, OCTOBER 15, 1913. THE efficiency of salesmanship can be materially increased through an added knowledge of the mechanical possibilities of talking machines. If a comprehensive knowledge of mechanical details were possessed by salesmen it would be easier to explain to customers why certain types of machines are worth more than others, and if thorough and complete explanations were given to salesmen at regular intervals they will be in a better position to give a convincing talk to prospective customers. In the opinion of some of the most successful members of the trade the knowledge of repair work should be a part of the stock in trade of the real talking machine man. By that we do not mean that the salesman should be a mechanical genius, but that if it is necessary for him to take the talking machine apart completely and reassemble it, he should be able to do it, because then he will have sufficient knowledge to make any minor adjustments frequently found necessary in machines of all types. In displaying an instrument some simple adjustment may be necessary. The machine may have been injured in transit and will not run properly, and yet frequently salesmen have to look around and find out where the technical expert of the house is in order that some trifling derangement may be remedied. Frequently when this occurs suspicion is aroused in the mind of the prospect, and it is not infrequently that sales are killed by this very condition. How many salesmen are there who can convincingly and logically explain why certain machines cost more than others ? Now, a little technical knowledge would enable them to impart that information convincingly to the possible purchaser. It should be borne in mind that every manufacturing house, when fixing the retail prices at which their machines should be sold to the public, should consider every possible factor which may enter into price consideration, so that when each machine is analyzed separately and systematically it will be easy to see why certain types cost more than others. But how many salesmen are there who can quickly and unhesitatingly meet the query of a wareroom caller who asks : "Why is it you charge more for suchand-such a type? Explain it." Think for a moment how a salesman goes up in the estimation of the customer if he can do this clearly and convincingly ! ALESMANSHIP is a science, and no talking machine dealer w3 in this land of ours should fail to acquaint himself with certain fundamentals underlying the business. Unless he does this he can never become a competent talking machine salesman. If he simply views the business from a superficial standpoint he can never advance himself, because he can never make satisfactory sales for his employer, and a man's salary is regulated upon his business-getting powers. We have seen machines frequently displayed by salesmen in a most indifferent manner. They have placed records on machines when they were not in condition, and they never knew how to play them. They would run records at too rapid a rate, showing that they had no knowledge of correctness in speed regulation. Of course, the knowledge of music is a beneficial adjunct to the salesman's equipment, but what a man may lack in musical education he can pick up in good, straight business tact and everyday horse sense, if he will ; for, after all, the science of salesmanship shows best in results, and to obtain results nothing of a contributory character should be overlooked. The small things in life usually make the larger ones, and if a salesmen will cultivate a good memory — be able to remember the titles of certain selections, the authors and composers, the names of songs — he will add to his own strength. A salesman, too, should possess some knowledge of the leading operas. All of these points can be carefully worked out to the advantage of the salesman, and through him to the business organization which he represents. IN our opinion every talking machine house employing a staff of salesmen should have regular salesmen's schools of instruction. These could be easily arranged so that at intervals instructive talks could be given, and as the result of such a system it would be found that sales-making would be easier. The World would like to suggest to its readers everywhere the installation of salesmen's schools of instruction. The large department stores saw the necessity of such work years ago. Such a system is more imperative where there are thousands of employes controlled by one corporation, but the same principle applies where there are only two or three salesmen on the floor, because that business is just as vital to the owner as the large department store is to the great interests behind it. In other words, that presumably is the proprietor's chief source of income, and it behooves him to make the most out of it and to build it up in the most substantial manner possible, thereby reaping larger benefits. The salesman's position affords him his revenue, and he can increase his revenue by adding to his sales. Business men to-day, in small or large enterprises, figure that salesmen are worth to them what they produce. In other words, their salary is dependent entirely upon their ability to develop trade, and how better can the talking machine business be encouraged than by stimulating thought in a rational development of salesmanship along progressive lines? THE public frequently gets its impression of a business by the character of the men who represent it, as well as from the character of the advertisement exploiting the products. Granted, therefore, that the general advertising of talking machines is dignified, instructive and helpful ! It seems of the utmost importance that this should be taken advantage of by the retail department of the trade by educating and interesting salesmen in their profession in a greater degree than ever before. Most of us who are in business are honestly trying to do as well as we can by our constituency, recollecting that business must always be competitive. Notwithstanding that, there are certain broad principles which work for the good of all, and it is to the interest of all to co-operate with one another along broad, educational lines. The talking machine trade is subject to the same commercial laws as any other business. It requires the same keen business judgment to direct it. It requires sufficient capital the same as any other enterprise. Years ago it used to be commonly said that anyone who could lead a horse to water could run a farm, but in recent years we have realized that it requires just as good business judgment to operate a farm as it does to successfully conduct a business. Now, as the talking machine trade is so young, a number of men thought it could run itself. In other words, they could get