The talking machine world (Jan-June 1918)

February 15, 1918 THE TALKING MACHINE WORLD 35 ORIGINAL IDEAS ALWAYS IMPRESS How W. G. Fulghum Told of Victrola Owners in Richmond — A Sales Developing Idea Business is certainly humming down in Richmond, Ind., where Walter G. Fulghum is now engaged in the retailing of Victor talking machines and records. Mr. Fulghum the latter part A Window Display With a Purpose of January informed The World regarding several of the new plans he is trying out. One of the especially commendable ideas Mr. Fulghum introduced during the holiday season consisted in a window display, the central feature of which was a large map of the city of Mr. Fulghum and Car in Front of Store Richmond. On this map tacks had been set in to represent every Richmond home in which a Victrola was already resident. This, unique tabulation not only offered concrete evidence of the great popularity of the Victrola in Richmond homes, but also aroused considerable interest among the local inhabitants, who frequently gathered before the window in order to pick out their own personal friends in town who owned a Victrola. The size of the map made it easily possible to tell exactly what home each individual tack stood for. Another idea, apparently simple and yet full of value, that Mr. Fulghum is now employing is what for lack of an official title may be called a score-card calendar. This presents on each sheet the days for just one month. As soon as the first machine sale is made a cross is marked through the first day of the month. Each machine that is sold thereafter means the crossing off of another day on the calendar. The goal is to sell one machine for every day in the year and at the present time the crosses have already been registered several days ahead of the actual date. This plan has developed a remarkable "esprit de corps" among the salesmen as every one in the organization watches the calendar with keen interest and fights to keep the sales right up to scratch. Two Fords comprise Mr. Fulghum's motor fleet. One of these is a delivery car and the other, a picture of which is herewith shown, is utilized for direct personal solicitation. TRAVELERS' LICENSE IN CHILI The United States Consul General L. J. Keena at Valparaiso, Chili, reports that importers in that country are urging enforcement of the law of December 22, 1916, imposing a license tax of 1,000 pesos (about $240) on foreign commercial travelers. The importers threaten to refuse to do business with any salesman who has not obtained the necessary license. EDISON PHOTOGRAPHED IN TYPE Wm. Maxwell Presents a Masterly Review of Edison's Ideas and Ideals in American Magazine In a five-page article captioned "Edison — the 'Original Man From Missouri,' " William Maxwell, vice-president and general manager of Thomas A. Edison, Inc., and who enjoys a wide reputation as a writer, has set forth in the American Magazine for February a most interesting analysis of Thomas A. Edison, written from the viewpoint of one who has been closely associated with him and knows what he demands of his associates and of himself, as well as something of his ideas and ideals. Mr. Maxwell emphasizes particularly Mr. Edison's wonderful capacity for work and his ability to get at the bottom of a problem. He mentions that there are few golfers in the Edison organization, because the men are kept so busy that they do not find time for that particular sport. Mr. Edison, their boss, demands that a thing be done thoroughly, that an employe must not skim the surface, but must dig into the fundamentals of his work. Of the kind of men Mr. Edison has associated with him Mr. Maxwell says: "Mr. Edison likes men who will dig down to the roots of every problem they encounter. He has small patience with the man who is content to look superficially at a problem and theorize concerning the number and character of its roots. That is why he likes industrious men. "You, perhaps, have a 10 per cent, greater brain equipment than I, but if I work twelve hours a day and you work only eight, Edison would prefer me to you. He recognizes, of course, that some men are smarter than others; but in his estimation there is no degree of ability that will outweigh laziness or lack of application. The nonchalant genius of business fiction has no place in the Edison organization. No man can last or, at least, no man can achieve importance in Mr. Edison's eyes, unless he is a tireless worker." Mr. Maxwell has succeeded in drawing a word picture of Mr. Edison that will prove a revelation even to those privileged to have, a business acquaintance with the great inventor. He has brought out facts often overlooked in the average biography, and portrays Mr. Edison not as a man apart but as a man among men. He points out that there are two Edisons — "one is the Edison of coldly scientific mind, who reasons ruthlessly and relentlessly to a conclusion far beyond the average man's foresight. The other is an Edison vividly human, intensely sympathetic, extremely generous and incessantly active in the interests of mankind. Edison can be the lion that he resembles, he can even be unjust; but he is never avaricious, and he is unfailingly generous." A full-page photograph showing Mr. Edison in a characteristic pose accompanies this vivid and interesting human interest article. FINE BUSINESS RECORD IN LOUISVILLE The talking machine department of the Kaufman-Straus Co., Inc., Louisville, Ky., of which H. V. Boswell is manager, has been moved to the second floor, a much better location than heretofore, where a good stock of Edisons and Columbias is being shown. Business last month showed an increase of 25 per cent, over the same month last year, while an idea of the holiday business may be gleaned from the fact that the day before Christmas the department sent out thirty machines, all sold for cash. SOME PERTINENT POINTERS Customers are guests, and more, they are guests that pay. Be sociable with your customers; they like it. The more people you know personally, the greater can be your hold upon your trade. If people talk about your store, if it becomes noted, you will do business. Get all your store improvements commented upon in the news columns of your papers. It costs you nothing and it all counts. Your nearest distributor will give you prompt service and the fullest co-operation. DELPHEON plus DELPHEON SERVICE brings SUCCESS The Delpheon Shop Delpheon Sales Company 117-119 Peachtree Arcade 25 Church Street Atlanta, Georgia New York City Walter Verhalen Verbeck Musical Sales Co. Busch Building 435 William Street Dallas, Texas Buffalo, New York Chicago Display Sixth Floor, Republic Building Or write direct to The DELPHEON COMPANY BAY CITY MICHIGAN