The talking machine world (Jan-Dec 1916)

40 THE TALKING MACHINE WORLD. No talking machine dealer can legitimately expect to get all the profitable possibilities out of his locality if he is not showing the exclusive Columbia Grafonola models to his customers. (Write for "Music Money," a book "full of meat" for those dealers interested in quick and frequent turnover of capital.) Columbia Graphophone Company Wool worth Building, New York LACK OF TRAINED SALESMEN IS FELT IN ST. LOUIS. Demand for Salesmen Who Know the Technical Details of Machines Far Exceeds the Supply — Silverstone Holds Educational Meetings for Deale.s — Electric Machines Much in Demand — The Advantages of a Good Trade in Records. — Other News. (Special to The Talking Machine World.) St. Louis, Mo., March 9. — Whenever a St. Louis talking machine dealer wishes to dream of happiness he outlines his plan for work when he gets an ample stock of machines in his warerooms and is assuied that he will have his future orders filled promptly and with the styles of machines that he oiders. There are some dealers in St. Louis who have not yet straightened out all of the kinks that got into their trade during Christmas. There is no dealer in St. Louis, so far as a casual inquiry shows, who feels that he can organize an up-todate, energetic campaign and be assured that he will not have to slow up by the time he is in fairly good working shape. But there also is another fly in the ointment for the dealer who wants to go ahead. This is the lack of trained, competent, talking machine salesmen. Manager Hallahan at Aeolian Hall voiced this need. He said : "We recently have put on three men, one who was with us some time ago, and two new ones. The new ones were hired on their personality and we are having school for them and some of the old ones every day. It is impossible to hire desirable men these days who know what a talking machine is in detail. The trade is using up competent men faster than they are being made. A trade campaign must be organized with green men. The business is so new and it recently has changed so that the men who come in for jobs are not really fitted for the work. "Until recently talking machines were sold as a novelty and the field was so great that actual competition was not the big thing. The really im portant thing was to convince the prospect that they could afford to buy a talking machine. Now most prospects know that they want a machine, which they regard as a musical instrument. The one big question is what machine to buy. They must be shown where they get the most for their money. The man must know his own machines intimately, inside and out; also he must know the other machines. He must know something about tone and about music. "All of these things are advancing the salesmanship requirements of the business to a point where it is not possible to pick up a man who has been successful in selling any old thing and expect him to get results." Mark Silverstone, of the Silverstone Music Co., jobbers of Edison Disc machines, holds the same ideas as to training salesmen, and in organizing his sales force has devoted much time to technical details. Recently he has been much interested in training the retail dealers and their repair men. These dealers are frequently invited to come to the Silverstone Co. warerooms, bring their repair men along, and have any mysteries of the inner workings of the machine explained. The dealers show much interest in these meetings. The first of this month there was an enthusiastic meeting of this sort at the Edison warerooms, at which D. Lossen, a mechanic from the Edison laboratories, was present to explain the changes in the motor and to instruct the newcomers in the rapidly growing army of repair men. At the Columbia warerooms Manager Irby W. Reid is drawing maps of the excellent prospects for this spring, and says that he has completed all means of preparations except the supply of munitions, but at the rate that machines are coming now he will be able to give less time to the distribution problem and more to advancing business. According to the financial data for this trade district gathered by Mr. Reid, the present year will be the very best ever. His scouts have reported on practically all sections of his division. Wholesale Manager Salmon agrees fully with this view, and says that the city trade alone would have absorbed the entire supply of machines a good part of this winter. J. J. Bennett, the wholesale ambassador, has finished up some deals in Illinois and is going south to see if Arkansas and Mississippi are living up to their promise of a few weeks ago. Retail Manager Coughlin is predicting what a sensation he is going to make when he reports his sales of electric machines under the new pricelist. The motor, he says, is a decided help in selling higher priced models. His chief worry is the limited supply of small machines for the spring trade, when the low priced machines are in best demand. Owing to floods in this district late last fall and during the winter, there is going to be a good deal of refurnishing of club and boat houses, and the talking machine folk are expecting an unusual run for these goods this spring because the talking machine has become known as a necessity to a club house, especially since the dancing craze has so strong a grip. But, after all, it is the record business that is making the studious men of the trade and of kindred trades think long and hard. They see in this business a steady, week in and week out, trade that is well worth going after. It is an admitted fact that some of the local piano houses that have ignored the talking machines all along are looking enviously on the line since they have seen what a nice record business means to a house, what it means to have a long string of customers coming in weekly and investing from 60 cents to $5 a Guaranteed For 1 Year We guarantee you against legal complications. The new TRITON No. 2 The enormous popularity of the Triton No. 1 came not alone from its surprising Tone and Compactness — but also because of its simplicity and Ready Portability — as a Companion in the Camp — on the Boat — on Auto Trips — and in Dancing Visits to friends who were without music. But we have had so many requests for a more Pretentious Phonograph for permanent location in the home — that — we have produced the Triton No. 2. RETJHL f FOR $15 It is equipped with the Celebrated Triton Motor — and the Famous Triton Sound Producer — together with our new departure in arranging the Sound Chamber. Housed in a substantial Cabinet — finished in either oak or mahogany— not treated as so many cabinets are — to just a coating of coach varnish — but each cabinet is Hand Polished and Hand Rubbed — making a finish fit to associate with the best furnishings. We have so arranged our Sound Chamber that the most Accurate Reproductions of the Artists' rendering are given to the record being played. The Pleasing Simplicity of the Cabinet is Accentuated by the Soft-Smooth effect of the finish. Together with this is accompanied the Strong Guarantee of all Triton Productions. The Retail Price — $15.00 — has been made to conform with the Popular Demand. Sample machine sent for $7.50. TRITON PHONOGRAPH CO. new°york