The talking machine world (Jan-Mar 1921)

January IS, 1921 THE TALKING MACHINE WORLD 159 pi«iiinffliiiiiiiiiiiiiiiiiinw THE TALKING MACHINE WORLD SERVICE A DEPARTMENT DEVOTED TO PROMOTING RETAIL SALES iiiiuiiiiiiiiniiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ Be "Up and Doing" Instead of "Down and Out" FEBRUARY is almost upon us ! The shortest month in the year, yet the greatest month for birthdays of American patriots. As I look back over what I studied about Georgie and Abe, I can only remember one characteristic which both possessed in common to a great degree, and that one characteristic — their untiring desire to work and to be of service. Work and service, mixed together for about half a man's lifetime, is the best formula in the world for success. Washington and Lincoln and thousands of others whose names do not appear in history have proven that this is true. Reports now in on 1920 holiday business show that merchants who went after business aggressively made a good showing, and that those whose policy was passive did not fare very well. Don't be passive ! Push for sales ! Confidence and courage are needed ! * * * A TRAVELING representative of one of the large talking machine companies stopped in at our office the other day and told us the following interesting story : Recently, while visiting a city in Ohio, it was necessary for him to call on a certain talking machine dealer on whom he had not previously called. On mounting a street-car he asked the conductor if he happened to know where Smith's store was. The reply was "Get off at Henry street, and it's just 300 steps." When the car stopped and he got off, he inquired again from a passerby. This man pointed in the direction off the main street and said, "Just 300 steps up there." Of course the eternal question mark presented itself as to why both parties said "300 steps." On visiting the store, the representative learned that the proprietor, realizing that he was off the main street, had taken this slogan : "Just 300 steps off Main street." The result was that although the store was not visible from the main thoroughfare, practically everyone had become acquainted with it. The prosperous business which the establishment was enjoying was proof of the pie. The moral of the little story is that after all it is a wise plan to advertise where you are, and to put your store on the "main street mind" of the buyers, regardless whether it is on the principal thoroughfare or not. * * * THE street vender who cries his wares to the public as he moves along has after all a pretty good sales idea behind his proposition, in that he gets about and brings his merchandise to the attention of a greater number of people than if he remained in one place. Several companies have had the same sales idea, when they have put the following plan into their business : Equipping several of their salesmen with small handbags which contain the month's releases of records, they sent these men to call on their list of clients who had slowed up in the buying of records. On going to the prospective customer's home they offered to demonstrate the records. The idea was most successful. Not only did they sell a large number of records, but they also managed to secure a large amount of work for the repair department. To-day these same companies send their men out on regular schedules of appointments to the homes of these people, where they play over the releases and sell a considerable number before they leave. * * ♦ SOME people believe that when sales begin to drop off on one of the articles which they are selling, they should devote all their sales efforts towards pushing that product, so as to keep up the sales. On the other hand, there is such a thing as following the line of least resistance — the line which takes the least sales effort to make the bell on the cash register ring. Recently, the public has slowed up in buying high-priced articles. The buying of anything which involves a very considerable investment has been postponed until prices drop. Yet, on the other hand, the public continues to buy liberally where the investment is small. Therefore, at this time — push your record sales, build up your repair department, feature your accessories. In other words, push those things which do not mean a heavy investment to the public. By pushing these ends of your business, you will get cash sales which are advantageous at this time. UNDER present business conditions it is highly important to get people to visit your store. In every line of business we find establishments inducing the public, by one means or another, to make such visits. Department stores are running sales to attract the public. Other establishments are giving free exhibitions of imported merchandise and art, or are offering some special inducement, which will bring the people to their store. The talking machine dealer should also attract the public to his establishment. Concerts are probably one of the best means of attracting the public to your store. If you use this plan do not fail to give the concerts proper publicity, through advertising, through cards in your window and through direct mail contact with your prospects. Bringing people into your store not only affords an opportunity to secure the names of new prospects, but it keeps the people — young and old — in your city thinking about talking machines, records and musical instruments of all kinds. * * * IT may not be. out of place at this time to say a word on advertising. Too many people today are cutting down their expenses at the wrong end. If your business has slowed up, under no conditions cut down on your advertising. After all, advertising is a tonic for your business. It is the medicine with which to rejuvenate sales. It is the voice of your firm to the public. The less the tendency of the people to visit your store, the more you should advertise in order to visit them and induce them to visit your establishment. However, see to it that your advertisements are tuned to meet current conditions. Be sure that coupon ads are plentiful. They are opportune, because you will need new, live names to work on. Make reprints of these advertisements and mail them to your general prospect list by first or third class mail. The idea of this is to secure new fresh names that are live prospects at this time. Do not feature cut prices. Our survey of the last ninety days indicates that the wisest course lies in featuring quality and terms. Advertising cut prices in most cases only serves to postpone buying. It makes your customers feel bigger sales are coming. However, be sure that you do not , feature small payments and long-time sales. Credit isn't going to be easy to secure, in fact hasn't been for some time. But if you advertise unusually liberal terms you will get that kind of business — for the words of the prophet, "As ye sow, so shall ye reap," are still true. This is no time to sit around and say, "Business is dull." Business is just as bright and big as you make it. * * * FEBRUARY offers a good chance to sell some extra records. There is nothing better than a record as a Valentine gift. During the two or three weeks prior to St. Valentine's Day we suggest that in every letter or circular you send out there be a small printed circular enclosed, bringing attention to the public of this fact. With nothing more than a slip on which is printed "A Record makes an ideal Valentine," you will call public attention to the value and adaptability of a record as a Valentine. We would also suggest that your window be decorated, prior to St. Valentine's Day, in such a way as to appropriately carry out the Valentine theme. If you push this idea this year it will increase your sales and also educate the American people to the idea, so that in following years Valentine's Day will mean heavy record sales for you. This idea may also be profitably applied to music rolls. T"* VERYTHING comes to him who waits" is an old saying — l i but the dealer who waits for customers is going to have plenty of time to twiddle his thumbs. To-day it is a case of getting out after the customer, instead of waiting for the customer to come in. Increase your outside sales force ; enlarge your prospect list, either through the telephone book, directories, or pushing door-bells. The successful merchant to-day realizes that his store is only the center of his business, and that the arms of it must extend throughout the whole city. "Opportunity knocks but once." Therefore, knock on the doors of your townspeople and get the opportunity instead of waiting until the opportunity gets you. EDITOR'S NOTE — Mr. Gordon, who writes this monthly page, is also director of "The Talking Machine World Service." Mr. Gordon will publish on this page any good ideas submitted by you for the benefit of the trade, and also answer any questions you ask him concerning merchandising problems. Use this department as much as you like. It is intended to serve you.