The talking machine world (Jan-June 1919)

142 THE TALKING MACHINE WORLD June 15, 1919 SOME IDEAS IN SALESMANSHIP Demonstration of the Advantages of Better Machines Will Lead to More Sales — The Prospect Should Convince Himself That the "Cheap" Machine Will Not Please Him A thorough technical knowledge of the talking njachine is a necessary part of the education and slock in trade of the good salesman if he is to make his prospect realize the value of a $100 machine as compared with a $25 model. Some have been rash enough to say that there was no difference between a cheap machine and one of a better quality except in the matter of outward appearance, that is to say, you were merely paying for the case and the inside mechanism was the same in all models. There was a time when you could answer your prospect's question as to what was the difference between a $25 and a $100 machine by saying the secret was tone, but to-day, with the market flooded with many inferior machines, all making great claims of this thing or that, there is need for proof by actual demonstration. The salesman who knows his machines in every detail is the one who is able to show clearly to his prospect the advantage of the better grade machine. A good way to make such a demonstration is to lead the prospect to a gradual appreciation of the value of a high-grade machine by starting with a small machine and working up to the better kind, explaining the difference and the advantage of each model over the preceding one, the superior quality of the motor, etc. Should the prospect show a fancy for ariy particular detail, it is up to the salesman to show him how much better this detail is carried out in the better machine, and prove the fact by careful demonstration. If each fact is proved to the prospect in turn the sale of a higher priced machine is assured, for you will have gotten the prospect in a buying frame of mind and he sees before him just what he has been looking for. If he should express an interest in tone values a discussion of the construction of the sound box of the high-grade machine will show him why this machine produces the better tone. If his taste runs to appearances rather than to actual performance values, he can still be convinced that the best and most artistic model is found among the better grade instrument. Once the fundamental points of the discussion have been established to the satisfaction of the prospect it is well to amplify and strengthen them by paying attention to the minor details which go to make up convenience and utility. Ease of manipulation, winding, automatic stop features and the like, all add to the convenience of the playing of the instrument and help persuade the prospect to buy that particular machine. Another advantage of the higher-priced machine is the cabinet itself, which contains the records and provides a safe place for them. It is artistic in appearance and is an ornament to any room. When you have finally made the sale of a higher-priced machine what have you done? You have led the prospect up through the various models, showing him the . advantages of each one over the preceding model, taking advantage of his expression of any particular taste and illustrating by actual demonstration how REPAIRS All Makes of Talking Machines Repaired Promptly and EfiSciently TALKING MACHINE REPAIR AND SALES CORPORATION ANDREW H. DODIN, President 176 Sixth Avenue New York TELEPHONE. CHELSEA 8437 this taste may be best satisfied. You have shown him the reason why he should buy a good machine instead of a cheap one, and in short have made him an asset in selling machines to others. And all this has been done in such a way that the prospect convinced himself as he went along, and did not have to depend on his good faith in you or your arguments. Unconsciously he showed you where he was most open to persuasion and you have taken advantage of this to make him realize the true facts in the case. He has bought a machine with which he knows he will be satisfied. You have made a sale and, what is far more, have made a good customer and one who will bring in others to your store. Incidentally you have helped to dispel the mistaken theory that there is no difference between a cheap machine and a good one except in the matter of appearance. AN ATTRACTIVE EMPORIUM New Showroom and Demonstrating Booths of J. Ramser's Sons* Music Shop in MoUne, 111. These two photos give a very inadequate idea of the new showroom and demonstrating booths of the J. Ramser's Sons' Music Shop in Moline, 111. This firm started out with only a de Exterior of Ramser's Music Shop partment in a large store in that city, but their business grew so rapidly that they have now opened an exclusive music shop, where they will feature the New Edison. The shop is carpeted in old blue, and that gives the keynote to the color scheme. The booths are glass, as the cut shows, and are of up-to-date construction. The establishment is most attractive. The opening of this new shop occurred quite recently and was celebrated by an Edison concert. A very attractive program was played on the phonograph, and was very much appreciated. View of the Interior Mr. Fry, the manager, made it very clear to all the guests that the shop was at their disposal at any tirne. and that they should feel free to call there without obligation to purchase. Mr. Fry also announced a tone-test recital for the near future, at which Miss Gardner will demonstrate the merits of the New Edison. HANDSOME NEW EDISON CATALOG Thomas A. Edison, Inc., have just announced the publication of their new disc instrument catalog. The catalog is handsomely made, the sketches of the instruments being done by skilled artists, and in a setting appropriate to the period of the design. The colors used are brown and blue and are skilfully blended to produce an antique effect. As a whole this catalog is highly distinctive and cannot fail to impress even the most casual observer. EDISON ARTIST IN LONDON Maggie Teyte. a well-known Edison artist, has been engaged by the Society of American Singers to produce "Opera in English" at the Park Theatre in London next winter. BECOME JOBBERS FOR THE PATHE York, Pa., June 1. — The Weaver Piano Co., Inc.. announce in their monthly letter to the trade that they are now jobbers for Pathe phonographs and records. Four dwelling houses adjoining the Weaver factory have been purchased and will be converted into a Pathe warehouse. ' 'i ^ G 0 L D Tone Arms, Sound Boxes and Phonograph Parts PLATING OVR SPECIALTY PRICES QUOTED ON REQUEST Cliff Manufacturing Works, Inc. ^°-"„^^5o°!c^™^" TEN INCH Operaphone Play on all Phonographs Records COMPLEtE CATALOGUE SENT ONIREQUEST OPERAPHONE CO., INC., LONG ISLAND CITY, N. Y.