The talking machine world (Jan-Dec 1913)

51 THE SALES POSSIBILITIES IN THE RECORD FIELD Are Enormous If Given Proper Attention by the Jobbers' Salesmen — Arthur D. Geissler, Managing Director of the New York Talking Machine Co., Receives a Letter Confirming the Soundness of His Views and Policy in This Connection That Is Worth Reading. That the talking machine jobbers' salesmen do not pay sufficient attention to the cultivation oi their possible record trade has long been the contention of prominent members ol the trade, who assert that the average salesman for the jobber is satisfied to concentrate his efforts on the sale of machines, rather than records. At the same time, however, the salesman who is brought to realize the vast amount of record business that he can successfully develop is soon raised to a pitch of enthusiasm that results in the doubling of his record sales. Arthur D. Geissler, vice-president and managing director of the New York Talking Machine Co., 81 Chambers street, New York, the prominent Victor distributer, is an enthusiastic advocate of the salesman obtaining a proper realization ot the record business, and in his frequent conferences with the company's staff lays special emphasis on this particular feature of the business. That Mr. Geissler's advice to his salesmen is bearing fruit is well evidenced by the following letter which Mr. Geissler received this week from A. T. Doty, one of the company's successful, salesmen. Written under date of October 9, this interesting letter reads as follows : "You had a conversation with me three or four weeks ago, relative to the sale of Victor stock records. You impressed upon me then just what a small proportion of my orders were record orders. You made me realize when I called upon a dealer my idea was to sell him machines. The sale of a few machines was the main topic of conversation with the dealer — pushing the record sales did not enter into my selling campaign except on initial orders. You outlined an order to me. You showed me statistics. That talk impressed upon me the fact that if I could increase my record sales to anywhere near the amount I sold in machines my value as a salesman would be doubled. "Am handing you the following copies of orders I have taken. I feel you will be surprised at what I have been able to accomplish. I first selected a list of sixteen stock records — records which would be just as valuable with the dealers two years from now as they are to-day — a list of records which every machine owner should have in his collection. I have been able to impress upon these dealers the value of having a good stock of these records on their shelves, to be prepared for their fall and Christmas trade, and to know that with a little educational work done on the part of their salesmen each purchaser of a new machine could be sold these stock records as a nucleus for their record collection. "As these orders show, I have sold my dealers all the way from fifteen each of this list up to twenty-five each of the list — one dealer going so far as to order fifty each of some of the list. Of these sixteen records, I took an order from one man for over $1,000. The surprising part of it all is, that in dollars and cents in the last two weeks I have sold more in records than in machines. "For next week's work I have selected a list of twelve records to be sold for the round sum of $20. This list includes Red Seal records from $4 down. I expect to impress upon the dealer the value of having a dozen records to sell at this price. Twelve of the best records in the catalog — being able to save the time and trouble of their clerk selecting the records — being able to impress upon their prospective buyer the idea of taking the twelve selected list for $20 — the possibility of using it as a $20 Christmas present to one of their friends who owns a machine. The dealer would be glad to give the purchaser the privilege of returning any of them they did not like within twenty-four hours. The dealer might run this in his daily paper as an advertisement, having the number of records and the price in large type. The dealer could have those selected all wrapped up in one of our wrapping envelopes, have them set aside so they could pick it up and deliver at a moment's notice. "In conclusion, Mr. Geissler, I appreciate this suggestion of going after the record business. Am positive that others of our salesmen are doing the same thing that I have been doing — working on machines and being negligent about the record business. Refusing to take the time to sit down and go through the catalog and write up an order. " I he Talking Machine Co. of Chicago, 1 understand, has a list of the 100 best selling records in the catalog and also the 500 best selling records. Their salesmen use these lists as a basis of stocking up the dealer — calling on a dealer and taking the list of 500, checking up his stock to see which of these selections he has in stock and sending the balance of these records to him. "Of course a majority of our dealers are carrying a complete stock of Victor records, but even with them it is a good idea to know what the 100 or the 500 best selling records are. You will be interested in knowing that this list of sixteen records which 1 have been pushing has sold so well that it has been necessary for Mr. Moody to reorder in large quantities from the Victor Co. on these numbers." ISSUE NEW MACHINE CATALOG. The Columbia Graphophone Co.'s Latest Volume Is Devoted to Its Complete Line. The Columbia Graphophone Co. has just issued a new catalog of its complete line of machines, horn and hornless. The cuts of all the machines are presented with exceptional clearness, and afford the dealer an excellent opportunity to show the machines to his trade as they really are. Among the new machines displayed in the catalog are the "Leader," new "Favorite," "Eclipse" and "Mignonette." Detailed descriptions of all the machines presented, together with closed and open views of the various models, add to the Value of the new publication, and the selling arguments for each machine are given briefly though adequately. The front section of the catalog is devoted to a brief resume of the rapid progress that the Columbia Graphophone Co. has made in the securing of artistic talent for the production of Columbia records, while the last few pages call attention to the Columbia in the schools, the new tone-arm and reproducer, absolute control of tone and structural and mechanical details. A 'feature of the new catalog is the display of the beautiful Columbia "Grand,""which is presented forcefully and artistically in the center pages of the new publication. A STRONG LOOSE LEAF ALBUM. A feature of the Sutherland loose leaf talking machine record album is that the back of it is reinforced by metal posts, so that the album, when filled with records, cannot bulge or break. This, in addition to the loose leaf detachable envelope and interchangeable index, make this album of unusual value to the talking machine owner. This album is made by the Sutherland Album Co., 117 Leonard street, New York. CROSSCUTS TO JJUSINESS SUCCESS. Advice worthy the consideration of talking machine men is conveyed in some remarks of E. W. Gage in Modern Methods, as follows : "Concentrate the customer's attention on one thing at a time; don't talk too much; talk positively. Avoid technicalities or theories ; use simple language which is readily comprehended. Be sure to emphasize the accuracy of your work in connection with the use or fitting of the goods. "Don't discuss prices until your customer has become thoroughly interested and desirous, and has resolved to buy." GOOD OUTLOOK FOR TRADE. J. C. Roush Says Conditions Are Excellent — Trade Steadily Advancing — Increased Interest in Jobbers' Association. J. C. Koush, of the Standard Talking Machine Co., Pittsburgh, Pa., was in town recently and while discussing trade conditions with The World remarked: "Our business has held up wonderfully well, and 1 belong to the optimistic class of business men. "I feel that the outlook for trade is excellent and if men will stop predicting hard times under the new tariff 1 am sure that things will move along very satisfactorily. "Probably we never can have a tariff which is satisfactory at all times to all of our people, but if business men will give their attention to business instead of talking pessimism, it will help things along very materially. '"Our trade has gone steadily ahead, and this year promises to be the best one in the history of my business." "How about the Talking Machine Jobbers' Association, Mr. Roush?" asked The World. "Well, you know we had a splendid meeting of the executive committee in Chicago, and everything points to a year of increased interest in the organization. "The men on the various committees, as you know, are leaders in the talking machine industry, and we are working together harmoniously and conscientiously for the benefit of the entire trade. "You know there are many things which come up from time to time which require careful consideration, and it shall be our aim to have the jobrbers' association become a greater power than ever for trade good. "This laudable ambition is, of course, accomplished through cohesive work of the members of the association, and not through any particular individual." HOHNER HARMONICAS BIG SELLERS In Talking Machine Stores Where They Are Given Proper Representation. The popularity of the "Hohner Boy" harmonica assortment display card, which was issued some time since by the House of M. Hohner, 114 East Sixteenth street. New York, is substantial evidence of the remarkable strides that the harmonica industry is making. Over 20,000 of these harmonica assortment cards, presenting both 25c. and 50c. harmonicas, have already been distributed, and dealers throughout the country are enthusiastic over the ready sale with which these display cards meet. The presentation of attractive harmonica assortment display cards undoubtedly affords the talking machine dealer a splendid opportunity to close a profitable sale, with a side line. Hohner goods hardly need any introduction, as they are recognized the world over as representing the highest type of construction in mouth organ manufacturing. TALKING MACHINE OPENING For American Manufacturers in a City in Southern Europe. A report from an American consular office in Southern Europe states that a long-established firm of good reputation in his district, dealing in and importing musical instruments, with branch stores, and representing several foreign manufacturers of musical instruments, desires to represent an American manufacturer of talking machines and discs for talking machines-. Any novelty Li this line would be of particular interest. Business could be easier promoted if terms of payment from one to three months could be granted. The fullest information can be secured regarding this prospect by writing "No. 11,648, Bureau of Foreign and Domestic Commerce, Washington, D. C." Be glad that you have a brain with which to work, and hands to execute your plans, these are the things that divide men from the lower animals.