The talking machine world (Jan-June 1919)

4 THE TALKING MACHINE WORLD July 15, 1919 Real Salesmanship in Retail Talking Machine Business Brings Its Rewards The statement has been made that during the past few years at least there has been no real need for advanced salesmanship in the retail talking machine business. That is, salesmanship of the higher sort which is absolutely essential to success in other lines of endeavor, including the closely allied piano business. The excuse has been that, in the first place, the manufacturers' advertising brought the business for both machines and records right into the store of the dealer, who found the customer already sold before he had entered the store and required of the dealer only that he display and test a machine offered at a certain price or find in his stockroom records bearing certain specified titles or numbers. Secondly, it has been claimed, and with some degree of truth, that the market has for years been oversold in the popular makes of talking machines and records — that with the demand in excess of the producing ability of the factories the dealer had little else _to do but fill the orders that came to him without any great personal effort. Notwithstanding arguments to the effect that retailers are doing business without great effort and making some money at it, despite the oversold condition of the market, I, for one, maintain that genuinely efficient salesmanship is as essential to successful talking machine selling as to any other line of business. In every State and in every city or town where there are several competing dealers handling talkers the traveler will find one who believes in salesmanship and insists upon his staff using proper selling tactics. Without exception it will be found that that particular dealer is getting more than his pro rata share of the local business — enough more to make his salesmanship pay substantial dividends. The extra effort may mean only the sale of a machine here or a few records there occasionally, as representing business that would not have come to him naturally, but that little extra sale here and there makes a most substantial total during the year. It marks the difference between making an easy living and making money and leaves with the buyer the impression that he is doing business with a wide-awake store— a store that appreciates his patronage and wants more of it. My experience indicates that the great lack of salesmanship that one runs against in the trade is due chieflv to the indifference of the dealers themselves who have found that sufficient trade comes to their doors to provide them with a good living. With this type of competition to meet it is little wonder that the progressive retailers, the fellows who go after business and sell their goods, stand out from the rest so sharply. Every sale made to-day, every new customer impressed with the desire 1,0 do business with you, means just so much less left for future accomplishment. And the customer likes to be sold, likes to be made to feel that he is welcome in the store and is not breaking into a siesta. You, Mr. Dealer, like to receive attention yourself when you enter the haberdasher's or the ilB I Expert Salesmanship ■ I Means Realizing on B ■ Opportunity — Those ■ I Possessing It Win | By C. B. Shepherd of selling is to know your goods, because you cannot talk convincingly regarding the qualities of a product with which you are not familiar. Despite this there are to-day salesmen who cannot intelligently explain the difference between various types of machines, much less give any details regarding motor or sound-box construction. People are asking for just such information to-day. The manufacturers are calling attention to special mechanical features in their advertising and the prospective purchasers are asking questions. They want to know just how one machine differs from another and it will not be long before the salesman who cannot explain that difference intelligently and convincingly will be out of luck. In the matter of records, for instance, the real salesman will not only be able to describe the difference between the types intelligently, but, regardless of whether he is selling lateral -or vertical-cut records, will be able to tell just why the system used in making the particular record he handles is the best. The woods are full of good and logical arguments on both sides. Expert salesmanship means realizing on opportunity, an opportunity that many of the members of the trade who can be recognized readily have realized. Soon there may be changed conditions and selling will become a necessity. ail cigar store, so why not credit j-our customer with the same human characteristic? Giving the customer what he asks for, taking his money and letting him walk out without any comment beyond the brief "anything else to-day?" is neither salesmanship nor even service. By appealing to the customer who has once been so treated the live retailer with salesmanship and service back of him and a smile is taking away trade from the sleepy one and building up more than his pro rata share of trade. It's being done right now — look for yourselves. If there is anything more pitiable than lack of salesmanship it is the performance of the salesman who knows he should try to sell but doesn't know how to go about it. This condition is squarely up to the dealer who employs him, but has not taken the trouble to train him. One of the fundamental principles C. p. MACK ON COLUMBIA STAFF Becomes Member of Los Angeles Traveling Staff— Will Cover Arizona Territory Los Angeles, C.^l., July 3. — William F. Stidham, manager of the wholesale branch of the Columbia Co. in this city, has appointed Charles P. Mack as a member of the traveling staff. Mr. Mack, who, at the time of the signing of the armistice, resigned his commission of second lieutenant in the Field Artillery, returned to the Bartlett Music Co., of Los Angeles, with which he had previously been associated for a number of years. Mr. Mack's new appointment will take him to the Arizona territory, and his intimate familiarity with the problems confronting the dealers, together with his long experience in retail salesmanship, will undoubtedly enable him to give his clientele practical cooperation and service. THE WAR IS OVER But a new REVOLUTION will take place WHERE ? At the New York Album & Card Co. WHY? A record album surpassing in quality any book now manufactured will be placed on tKe market at an attractively low price. IT will pay you to AWAIT our August issue BEFORE Placing your fall business. \0 V New York Album & Card Co., Inc. Execmiv7ofuces: 23 25 lispcDard St., New York Chicago, IL.: CULLEN, MARSH & CO. 21 East Van Buren St., Middle West Rep. San Francisco, Cal.: WALTER S. GRAY Chronicle BIdg., Pacific Coast Rep.