The talking machine world (Jan-June 1920)

April 15, 1920 THE TALKING MACHINE WORLD 1 53 FROM OUR CHICAGO HEADQUARTERS— (Continued from page 151) selling at 100 in 1914 is given at 115 in 1917 and 367 3 in 1920. In regard to the purchase of raw materials it has the following to say: First, orders for materials to be delivered during the year 1920 can only be placed on the basis of prices prevailing at the date of shipment. Second, prices quoted in response to inquiries are given only with the understanding that they must be accepted immediately. Third, acceptances of prices quoted and subsequent placing of orders do not guarantee deliveries. Sonora Advertising in the West A large number of billboards have been contracted for and erected' by C. J. Van Houten & Zoon in behalf of Sonora phonographs, which are handled by this concern in Illinois and Wisconsin. The largest billboard advertisement in the city of Chicago appears on a skyscraper at Sixth street, between Wabash avenue and the "L" tracks. An immense replica of the Sonora instrument greets passersby in street cars below on Wabash and the elevated trains on the other side. Another very large electrically illuminated sign was erected during the latter part of the cago, and particularly along the boulevard systems. On the South Side alone they have twenty-five boards, and one in particular on the Van Houten & Zoon's Sonora Demonstration North Side, which has brought excellent results. This is at Lincoln and Robey. "We have found billboard advertising one of the very best mediums," said L. Golder, of the Chicago office. "The success of Sonora billboard advertising in New York has convinced us of its effectiveness in Chicago. More people are reached effectively day after day by this sort of advertising than in any other way. Pound the message of Sonora day after day into the class of people that are buyers." The Sonora offices in Chicago were recently moved to the seventh floor of the Marquette building, at Dearborn and Adams streets, and a spacious room taken in the same building on another floor, room number 1737, which is being used solely for Sonora dealer demonstration purposes. A cut of the picture appears herewith, showing a number of Sonora models grouped within the room, and also a photograph of their main offices in 732 Marquette Building. C. J. Van Houten & Zoon are now handling numerous accessory lines in their talking machine business, Republic player rolls and Okeh records being the chief of these. GREATLY INTERESTED IN CHICAGO SALES CONFERENCES Frank Discussion and Interchange of Selling Ideas and Information Prove of Genuine Value to the Progressive Salesmen Who Are Attending the Meetings Now Being Held Office of Van Houten & Zoon month on State and Madison streets in the loop, directly opposite Carson, Pirie, Scott & Co.'s big department store. This large electric sign at 20 S. State carries its message to Loop workers and visitors at night. A big mahogany machine stands out prominently on a blue background, the word Sonora being printed in white letters. There are the two largest Sonora billboard advertisements in the city and are remembered by everyone who has seen them. In addition to the two above mentioned signs. C. J. Van Houten & Zoon have erected other smaller billboards throughout the city of Chi Chicago, III., April 6. — The first of a series of weekly sales conferences was started on Friday evening, March 12, in Room 1140, Continental & Commercial Bank Building, for men interested in the selling end of the music industry. Scattered among the many piano men were also a few talking machine salesmen, wrio gained important ideas from the discussion. So attractive, indeed, did the idea of the sales conferences look to those present, after two hours of rapid-fire discussion, that by unanimous decision it was decided to hold the gatherings every week and push the hour ahead from the time originally set from 7:30 to 7 o'clock. Frank E. Morton, of the American Steel & Wire Co., announced that Room 1140 would be available for this purpose, and invited the music men of the city to be present whenever possible. One of the most important points brought up at the meetings was the necessity for salesmen knowing more about the product they sell, although it was pointed out that some of the most successful salesmen knew less about the technical points of their instruments. This was attributed to qualities of inherent salesmanship. One of the chief topics of the first nights was the proper manner of receiving a customer who has entered a retail store. Whether or not a regular salesman should be the first to greet the customer, whether the salesmen should receive customers in turn, or whether the first overtures should be made by an information clerk, who turns the customer over to a salesman — all these points were brought up and discussed at length, it being the consensus of opinion at the end of the discussion that the information clerk method is best. Perhaps the most remarkable thing about this first meeting was the enthusiasm shown by those present and its effect. The spirit of cooperative discussion brought forth by the meeting imbued the participants with that particular brand of business acumen best expressed by the word "pep," whether or not they finally carried any definite ideas for improving their sales arguments. Frank E. Morton opened the meeting with a short address, in which he stated the purposes of the gatherings, and appealed for an unprejudiced discussion of sales methods. "The great function of the progressive salesman of to-day and to-morrow,", said he, "is not simply to sell his instruments: but to justify his sales in the (Continued on page 155) Flies as gracefully as a bird and does the stunts novelty field. Mails flat in an envelope — easily Your advertisement printed on the wings of the of an expert aviator. "Sail-Me" airplanes are -the and quickly assembled. plane makes a very unique, attractive and effective biggest little things of the year in the advertising Send 15c for sample — quantity prices very low. advertising novelty. New York 105-109 Hudson Street C. J. VAN HOUTEN & ZOON, Distributors Chicago 140 Dearborn Street South