The talking machine world (Jan-June 1919)

46 THE TALKING MACHINE WORLD HOW ONE TALKING MACHINE RETAILER ACHIEVED SUCCESS Mixing Real Brains With the Service Supplied By the Manufacturer Has Resulted in the Building Up of a Business That Has Attracted Public Attention and Brought Profits An interesting story of how one progressive Victor dealer made good by taking advantage of the company's service and mixing it with a little of his own brains is one of the features of the April issue of the "Voice of the Victor." The story has a sufficient number of suggestions to make it valuable: "I cashed in on your advertising from the verj' beginning. I decided to let you 'sell the idea,' as I term it, while I planned to sell 'service.' You present all the selling arguments necessary. In all my advertising — or at least as much of it as I can directly tie up with yours — I couple my name with Victrolas, Victor records, the Victor trade-mark, and talk service. When I get new customers I keep them. For some time now it has been necessary for me to concentrate on records — -in fact, ever since you started to help equip my boy and the boy 'over there' with the wherewithal to fight. My busi ness increased, too, month after month, and it was not by selling Victrolas, although I am still Victor exclusively. Records, by the way, were difficult to secure. Here is where my 'service idea' worked Dut: First of all, I didn't talk service until I was prepared to give service, and whenever I could not furnish a certain record my customers seemed actually astonished. That's what a reputation has done for me. My record-ordering system is a winner — it had to be so. One clerk devotes a good part of the day to ordering records. Consequently, my stock is practically complete in spite of the shortage — so nearly complete, in fact, I have retailers refer customers to me for records they cannot supply. In turn, I sometimes go shopping and buy records myself, merely to be in a position to live up to my service claims. "At first I advertised in rather a haphazard manner; had little to spend and no definite plan May 15, 1919 of spending it. Here again I watched your publicity. You seemed to have a set plan in your 'selling the idea' campaign. Later I did some figuring, set aside certain sums to advertise certain days in the week, and then I began to get results. Later I set aside about half of my advertising appropriation for 'good-will' advertising; that is, to retain and keep my name before my customers. A portion of the balance I divided into the number of new customers secured. Thus each new customer costs me so much in dollars and cents. "This system prompted me to make strenuous efforts to keep my customers. Several plans I tried and found wanting, but finally I concluded my mailing list was the key to my problem. To begin, I carefully sorted out 'active cards' — customers that had bought records within four months— and started an entirely new file. Then I went through the balance of the cards, divided them according to addresses, bought three small, neat sample cases large enough to hold twenty-four records, talked with one of my clerks on the plan, selected a dozen of the cards showing the customers' record purchases, and he started on a scouting expedition. He politely informed the lady answering his ring that he had been sent to inspect the Victrola. He then tested the speed of the turntable, oiled the motor, tested the sound box. He carried three extra boxes with him. In case the sound box needed adjusting it was brought in and the extra box left with the customer, in order not to deprive them of music in the interim. Then, to test the machine, he played some of the new records. Well, it was a great stunt. He came back with four records. This intensive selling plan has been a regular feature of my business ever since. My 'special attention' file was a paying proposition from its inception. On one trip a short time back one of my clerks carried ten 'Smiles.' Sounds foolish, doesn't it, when 'Smiles' were so hard to get? But it was a definite plan suggested by the clerk. Picture this: The clerk would casually slip on 'Smiles,' and sell it. Mrs. So-and-So drops in, hears it, asks, 'Where did you get it?' That should give the store of service a boost. Customers that fail to buy within a four-month period are automatically placed in the 'special attention' file. It gives me at a glance a line on the progress I am making, enables me to make special efforts at a time when special efforts will pay. Then, too, it keeps the customer from losing interest. It costs something in time and money, but you know it also cost me something to sell them originally, hence when I 'make 'em' I try to 'keep 'em.' "I continually follow the leads you give when you place a big advertisement, designed to 'sell the idea,' in the newspaper. I follow you so closely 'selling service' that I almost consider it all my own publicity. When you send me an announcement of a special record I likewise send my customer a special announcement. If it pays you it ought to pa.y me. I am constantly stepping on your heels with my service ideas. After some years of this 'follow the leader' 1 am beginning to have a pretty healthy respect for that much-abused word 'Service.' It compels me to stand on my toes constantly. More than that, it's the principal reason why I came to Camden to ask you about installing six new demonstrating booths. Saturdays used to be 'big days.' If a store full of customers is any guide every day is 'Saturday' in my business now. "Keep right on 'selling the idea' and sending me the ideas. My business should run into six figures next year unless I have failed in my calculations." This Victor dealer has truly found the secret of success — it centers in "service" and no dealer should overlook this fact. WHAT HAVE YOU TO SELL ? We purchase in any quantity, anything you have for sale in tKe talking machine industry. The larger the quantity the better we like it. We can use cabinets, motors, tone arms, reproducers, springs, tabulators, micas, machine screws, wood screws, etc., etc., in job lots, or regular merchandise if the price is satisfactory. Get in touch with us on anything you have to selL LUCKY 13 PHONOGRAPH CO. 46 East 18th Street, New York FAULTLESS PIVOT BEARING CASTERS Casters that roll easily across the floor — and smoothly. No chatter — no unsteadiness. Simple construction — no complicated parts to get out of order, nothing to retard easy movement. Strong — plenty of metal in required places to resist strains. Silent — neat appearing — a real necessity to YOUR talking machine, these FAULTLESS CASTERS. Made with leather, fibre, felt, steel and lignum-vitae wheels. A word from you puts all our caster experience at your service and brings you a copy of Faultless Catalog. "G". FAULTLESS CASTER COMPANY EVANSVILLE, INDIANA Full Size— C.65 "Move the FAULTLESS Way"