The talking machine world (Jan-Dec 1914)

30 THE TALKING MACHINE WQRLD. TIMELY BUSINESS POINTERS. Employers Taking Counsel with Employes — The Knocker — Value of Tact to Salesmen — Importance of the Correspondence Department— Some Practical Suggestions. Invariably in a large concern we will find salesmen bright enough to sell goods and smart enough to meet objections; wise enough when dealing with a hard customer to know when a psychological moment is at hand. This being the case, don't you think that people bright enough to work for your interest are bright enough to help you make plans? Don't you think you would gain valuable ideas in talking matters over with them? This does not necessarily mean that you must pass from one employe to another in business hours. That hardly is what one would call a conference, but there should be a stated time, either weekly, monthly or semi-annually, just so that you got the selling force or clerical force, or whatever it may be, together. Where the proprietor or manager does the "bossing" it is physically impossible for him to come in contact with all customers. Even in shops where the man at the head waits on trade there are only just so many customers that he is able to see personally, when, no doubt, he perhaps gets a few ideas from these customers as to what line of stock his trade would like. Taking it for granted that he does, it is easily figured what the concentration of effort in this direction would mean. Talks with the selling force would not necessarily be held with the idea of just increasing the trade, but, on the other hand, to discuss general conditions and the merchandise to be handled. A successful proprietor or manager of to-day is a man who has a keen knowledge of human nature and knows the shortcomings of his men. Nearly every store has a "knocker." Some employes do not go to the manager with the grievance, but spread discontent by talking of their fancied wrongs to some fellow employe. Consul tation meetings or conferences at stated periods will eliminate this "knocking." Tact should be primarily the essential qualification of all salesmen. It is unwise to depend upon having your merchandise sold by people lacking this virtue. The salesman who is always polite and personally telling you what you want is one of the worst offenders against tact. He is the one who evidently does not believe you are able to do your own thinking, or the one who insists on selling you the entire stock when your intentions are to make some small purchase. Salespeople should be tactful, indulgent, active, alert and polite, thoroughly posted on the merchandise they are handling and absolutely loyal to the house. They are the agents who, from the nature of their positions, help the success or the failure of the business in their keeping, as they are in immediate touch with the customer. If any department is not a paying proposition it is not necessary to wait for inventory day to correct any existing evils. It can be done at once, thus putting the department on a profitable basis and taking no chance of an unprofitable department hindering the growth of the entire business. Any man's success is due to his ability to organize. If he cannot bring system to bear he is to be likened to a man in a rowboat, not many feet from shore, without any means of propelling it. The correspondence department is important, as prompt responses must be the keynote of this department. A dilatory answer is the worst form of advertising a house could have. This department requires a thorough knowledge of business principles, as well as high diplomacy and good judgment in their application. Nothing should ever be put in a letter -which in any way will reflect on the house. While the letter is intended for one person, we cannot tell how many might chance to see it. The man who can make the recipient of his letter feel that he is actually taking an interest in the matter in question is a valuable asset to the house. A Mtxxy Olljrtstmafi A TO ALL OUR DEALERS WE SINCERELY TRUST THAT YOUR BUSINESS FOR DECEMBER WILL BREAK ALL RECORDS AND THAT IT WILL FOLLOW YOU INTO 1915. WE HAVE ENDEAVORED TO KEEP YOUR WANTS SUPPLIED DURING THE RUSH, AND APPRECIATE YOUR CO-OPERATION IN MAKING THIS THE BIGGEST YEAR IN OUR HISTORY. YOURS FOR SERVICE AMERICAN TALKING MACHINE CO. 368 LIVINGSTON STREET BROOKLYN, N. Y. MAKING PROGRESS IN THE TRADE. :onora Phonograph Corporation Adding New Dealers to Its Lists Steadily — The Country Well Covered — Demand Creating Policy Pays — Some Attractive Types of Machines. The Sonora Phonograph Corporation, 57 Reade street, New York, of which George E. Brightson is president, has met with flattering success under its business policy, closely adhered to, wherein the demand for the products of the company is created before dealers are appointed to meet that demand. The result is that the new dealers have something tangible to work on from the start and are thoroughly appreciative of the company's methods. Several new traveling representatives have been added to the Sonora staff and new dealers are being signed up at frequent intervals and in all sections of the country. Only recently the Sonora Co., of San Francisco, was incorporated in order that the trade on the Pacific Coast might be looked after properly. The Sonora line ranges in price from $35 for the "Jewel" model to $200 for the "Grand." There is also a Sonora at $40, called the "Jewel Combination"; one at $50, termed the "Excelsior"; the "Peerless," at $75; the "Imperial," at $100; the "Baby Grand," at $125, while for $150 two models are offered, the "Elite" and the "Rosary." In addition, the company also markets three special needles, the "Jewel'' multi-playing, at $1 ; the Sapphire for French records, at $1, and the diamondpoint needle for Edison, at $5. Considering the specifications of the Sonora, take the style "Grand," for example. It has a 12-inch turntable, extra heavy double-spring motor, playing half an hour, or ten 10-inch records in one winding. Has a tone modifier, sapphire needle, diamond needle and multi-playing needle, this equipment being all that is required to play all makes of disc records. Has automatic starter and stopper. Trimmings gold-plated. Envelope filing system has capacity for holding 160 records. In the company's advertisement on the back cover of the World this month are illustrated four of the popular models, with their specifications. Going back to the selling policy of the company, it is interesting to note that exclusive territory goes with each accepted agency, the purpose of this being to permit the dealer to reap all the profits that he can. This is a feature of sales distribution that is being widely discussed to-day, and this phase of Sonora exploitative work secures ready indorsement. NEW INCORPORATIONS. Among the incorporations relating to talking ma. chines filed af Albany the past week were the following : Union Talking Machine Co., Manhattan, manufacture phonographs, accessories, musical instruments, etc. ; $5,000 ; Nathan Smith, Marie Zaconick, Ida G. Jakowsky; attorney, H. H. Servis, Rochester. Artrecord Corporation, publishing reproduction of sound, capital no par value ; J. T. Norris, Jr., H. Harold Gumm, H. Von Tilzer, 125 West Fortythird street. The Master Talking Machine Co. was incorporated in Delaware for the manufacture and sale of talking machines; capital, $500,000. Incorporators : S. S. Adams, Jr., J. G. Gray, M. B. F. Hawkins, Wilmington. TRY THIS ON YOUR PHONOGRAPH. (There is entirely too much "He said" and "She said" in modern fiction, some critic has remarked. We will correct that right away. For example:) "I'm here," he burbled. "I see," she gloomed. "I've come for my answer. What is it?" he boomed. "It's the same," she sniggled. "Take it back," he replied. "I want no old answers." "Do without, then." she sighed. "That WON'T do," he blasted. "Do you love me?" hissed he. "I dunno," she sighed, "I've done forgot. See?"