The talking machine world (Jan-June 1919)

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10 THE TALKING MACHINE WORLD July 15, 1919 Observations on Various Plans of Increasing the Sale of Talking Machines • • • • By W. B. Stoddard The Ankeny Drug Store, Corning, Iowa, which handles a standard line of Victrolas and a wide selection of records of all prices, has a novel waj^ of increasing its business, which could be practiced to advantage by any firm dealing in talking machines whose territory included a farming community. The manager fitted up a runabout on which he could carry a talking machine, and whenever he could arrange to get away from the store he was outside soliciting business for that department. He found this branch of business a money-maker, and limited only by the time he could put in soliciting— in other words, the more time he put in the larger the sales. "After supper calls are very convenient for the farmers," he said. "At that time of the day the farmers have nothing to do, and are glad to have a caller to relieve the monotony of the evening. They can spend plenty of time listening to the demonstration and are more in the mood to buy than they would be if approached during the day." The White Pharmacies, of Clinton, Ind., are another drug concern that have made a decided success in selling talking machines. Speaking of the way in which they have built up a substantial trade, C. M. White, Jr., said: "We had the floor space in the rear of the store, just off the prescription counter, so we built a demonstration room, took the agency for two kinds of machines and put in a stock of records. At first we thought that the regular store help could take care of this department, but we soon found that it takes more salesmanship to sell talking machines and records than to wrap up a cake of toilet soap. We therefore decided that in order to take care of the talking machine business which we were building we would employ a young woman to devote her entire time to it. Business greatly increased on taking this step, as patrons felt no hesitancy now in asking to have certain records, since they do not take a busy drug clerk from his regular work." iMr. White also said that as Clinton is an industrial city, with a large foreign population, the store keeps on hand a large number of records in foreign languages and likewise runs advertisements in the foreign paper, inviting the patronage of these aliens and advising them that at the White Pharmacies may be found records in their native tongues. Henry Ford was once accused by a number of manufacturers of the more expensive and luxurious type of automobiles of ruining the market because he put out such a low-priced car. "Gentlemen," said the astute magnate, "you are entirely mistaken. As a matter of fact I am your very best advertising agent. When a man first gets the auto 'bug' he buys a Ford. After he finds out the delights of autoing and the possibilities of a car he wants one of more expensive type — and there you are. Thousands of men would not now be patronizing you if they had not first owned a compact little 'flivver'." It was this species of reasoning that induced a Chicago concern to push a baby model of talking machine. They realized that many people who did not feel able to buy a high-priced instrument would put a moderate amount into a machine for the sake of the recreation it afforded — and once thej had come to a realization of its possibilities they would be more than willing, later, to pay an increased price for a higher-grade instrument. A well-known dealer in talking machines and record? in Davton. H., who doe? a large time payment business, has hit upon an excellent plan of avoiding dunning a customer, and at the same time seeing that he was not lax.in his payments. Shortly prior to the date on which a payment was due a printed card was sent, inviting the recipient to drop in and hear the new. records— a list of which was printed on the same side. On the opposite side was written: "Inasmuch as the next payment on your talking machine is due June 17 (or whatever the date might be) I shall be glad to have several of these records set aside for your inspection when you visit us on that date to settle your account." This gentle reminder seldom failed of its purpose, as the firm generally knew the type of music preferred by each patron and made a careful selection. That an excellent business ma.y be done in a small town — especially if it is the center of an agricultural neighborhood — has been proved by Timothy Sammons, of Triumph, iMinn. iMr. Sammons emphasizes the personal side of the business. He knows everj'one in town and most of the surrounding country. "When I go to the city for my semi-annual buying trip I remember all the friends back home with picture post-cards. Last winter when my son and I made the trip we w^ent into a place where they made post-card photos. I secured a large number of these and had printed on the card: "Alden and I are in the Twin Cities buj-ing a large selection of new records. We will have them on display and ready to be demonstrated at our store next week, and hope you will call and hear them." This personal interest pays big, especially in a small town, and this postal card plan, w-ith variations, could be used to advantage in hundreds of towns and small cities. 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