The talking machine world (Jan-Dec 1914)

40 THE TALKING MACHINE WORLD. THE OUTLOOK FOR THE COMING WINTER SEASON Discussed in a Most Interesting Way by Ben Switky, the New York Talking Machine Jobber — Optimism and Enthusiasm the Keystones of Success — People Like to Do Business with the Man Who Smiles — Constructive, Helpful, Heart-toHeart Talk. Optimism — and plenty of it is the only attitude that we have justified in assuming at the present time under the present conditions. Pessimism is suicidal speaking figuratively, and has no place in the mind of the active business man. Just as there are men who start out in the morning feeling in perfect health, hear a few friends comment upon the bad weather, and the fact that their complexions do not look just right, read a couple patented medicine advertisements plentiful in symptons and warnings, and come home feeling sick unto death in the evening ; so there are people in business, your competitors or customers for instance, who will keep on buying and selling goods in the usual way, unless some, false friends full of pessimism, come to kill all confidence and hope. People like to do business with the man who can smile — the man whose very confidence in his country, in himself and the line he handles serves to breathe confidence in others and make the future and not the present assume a rosy hue. As a matter of fact, the talking machine men have even reason to belong in the front ranks of the optimists. It is true that our business system has been for a few weeks past a little run down, a trifle nervous. Yes, a bit feverish in the head and chilly in the lower extremities, not that there was anything particularly wrong with the general health, but just slight symptoms of cold feet. Symptoms that for the most part have been treated before they had a chance to develop and have responded to that treatment. It is only natural, however, that as we get very close to the holiday season, the best business season of the whole \ear, there exists a certain anxiety to know beforehand just lio'w business will compare with that of last winter. Prophecy is equally the delight of the wise and the foolish. It has been said that "out of the mouths of babes and fools ye shall learn the truth." Therefore, hearken whilst I solemnly forecast a Merry Christmas and a Happy Business for the talking machine trade. I would recommend that all my readers take the attitude of a friend of mine who, when asked for his opinion of the business outlook, replied : "I don't know whether others will find it good or bad, but I expect to do a bigger business this year than ever before !" That man has success marching by his side in perfect step. It might be interesting to analyze this audacious . individual whose self-confidence is so great as to be almost convincing: He believes that man is the arbiter of his own destinies and the architect of his own fortune. He turns to good account even the misfortunes of others, believing that " 'tis, indeed, an ill wind that blows nobody good." With such thoughts, firmly embedded in his mind, he sets out determined to eclipse all past records. He feeis it in his bones, as it were. Mark the mental attitude: He realizes that it is strictly up to himself. He is not looking for anyone or anything special to help him or to shoulder the blame in the event of failure; furthermore, he has faith that there is no circumstance or condition so unfortunate as to be without benefit tn some one. And he means to be that some one. When you hear people say that business is poor, draw in your belt a notch or two and girdle yourself prepared to double your efforts. Don't allow the croaker — and he is always with us, in fair weather and in storm — to depress your spirits, the time you spend listening to him can be put to better use in hustling for and making sales. If you hear talk about bad collections, don't believe it. Collections are always good. It's when you can't collect — that's bad. However, with greater care in the extension of credits and closer attention to collections you may find your business in a healthier state that when things are booming. The present war has admittedly affected many industries, nevertheless, you will agree with me that the demand for "It's a Long, Long Wa-y to Tipperary'' has started the record-buying season off with a hurrah, and as a direct result of the war. Can any dealer or jobber recall having ever sold so many patriotic selections to so many different nationalities? All of which again illustrates the truth of " 'tis, indeed, an ill wind that blows nobody good." The world just now is in a high state of excitement. Pent-up feelings in this country find vent in appreciation of martial song and music. The advance sales of talking machines this fall guarantee a still heavier demand for them for the holidays. Christmas business will be as big as you make it. If there is to be any general falling off in holiday buying, we must see to it that the talking machine business shall be the exception. The conditions are right to make it the exception if the proper effort is put forth. The foregoing statement is logical even if it sounds queer. The answer is simple enough : Suppose that Mr. Jones finds it necessary to curtail his Christmas giving, and instead of spending $200 he must limit himself to $100. Now, it is for you to convince him that a talking machine and some records are more attractive and more appropriate than some other things which he had intended purchasing and will in additon give pleasure to the entire family and their friends. Straightforward salesmanship based upon a thousand firstclass arguments and coupled with sincere and unusual efforts is going to make this holiday season a normal season or better for the talking' machine dealer. In other words, if the dealer sets his heart and mind upon making this year's holiday business the greatest ever, nothing can interfere with his success— not even if the whole country were to spend just half the money that it spent last year. We may not sell so many $200 machines, but we can, if we are determined, sell as many $50 and $75 machines as to make the total gratifying in dollars and cents, I predict that the sale of the lower-priced instruments will be phenomenal. As for the record business, the demand will be so great that last year's shortage of stock will be repeated threefold during the next few months. There is no article more appropriate or more popular as a Christmas gift. With a marvelous range of prices to offer the public, it should be an easy matter to interest them in your wares. Everybody loves music. Almost everyone is dancing these days. The theatrical, operatic and concert seasons are in full swing. Music publishers are putting forth their best efforts. There never was such a plenitude of good material at hand. Great heavens ! Can anyone stand and hesitate as to the sort of business we are going to have this winter? To my mind it seems just a question of helping the public to decide whether they want oak or mahogany. I might grudgingly concede that with some people it may be a question of deciding whether it shall be a $15 or a $50 machine, a $100 or a $200 machine, but emphatically there' is no question of "to be or not to be." So far as we are concerned, that question died with Hamlet. Enthuse ! Arouse yourself to a full realization of the wonderful opportunities at your command ! Examine your sample line of machines from a new angle! You are offering the public a thing of joy. Your instruments embody tone, grace, beauty, economy. Pay no attention to those who complain of bad times. Bad times hardly exist for the talking machine dealer. Instead, mingle with the theater crowds on upper Broadway any evening before 8.15. You would consider yourself, indeed, fortunate to be able to secure a ticket for any good show at the regular box-office rates. Think of the hundreds of crowded pleasure places and take comfort from the reflection that our business belongs in the luxury class, and bear in mind that certain indulgences are necessary to reconcile the people to the sacrifice of certain necessities of life. ANNOUNCE NEW MACHINE. Mermod & Co., 505 Fifth avenue, New York, of which E. L. Cuendet is general manager, announce a new talking machine which will be re^ tailed for $10. This machine has a wooden cabinet and is tastefully designed. This house has a big business furnishing parts for manufacturing talking machines, including motors, turntables, sound boxes and other accessories, so its experience in the production of talking machines is of a practical nature. NEW EDISON SALESMEN. V. E. B. Fuller has recently been added to the sales force of Thomas A. Edison, Inc., to push the sales of the Edison phonographs. Mr. Fuller has had considerable experience in musical lines and is well qualified to present the Edison diamond disc to music discriminating people. READY REFERENCE OF GENERAL SUPPLIES DEALERS Send for our "Trial Proposition" on the Regina Hexaphone — the latest and best paying popular priced coin-operated instrument for use in public places. 211 Marbrldge BIdg., 34th SI. and Broadway, New York City Manufacturers of Regina Music Boxes; Reginaphones; Coin-operated Mandolin Orchestrions; Vacuum Cleaners and other specialties. Mermod & Co. 505 Fifth Avenue New York Manufacturers of Talking Machine Supplies Motors— Sapphire Points Diamond Points a Specialty Keep Your Record StocK with Costs about $2.00 for 250 records for 50 years Send for SO'page catalog THE SYRACUSE WIRE WORKS, SYRACUSE NEW YORK