The talking machine world (Jan-June 1922)

May 15, 1922 THE TALKING MACHINE WORLD 59 IIIIIII1IIIIIIIIIIIIIIIIIIII IHI IHKI^MiiU'l.lij.Mi;.;;; I < : : ; < : I ' , i , 1 : 1 1 : M ; ' I ! 1 1 ' . ! . I : I M . I . I < : I . i : M . ! . 1 : 1 1 Illllllllllllllllllllllllllllllllllllllllllllllllllllllllli Ill II IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII Illlllilllllllllil II Ill HIIIIIIIIIIIIIIIIIII IIIH Illlllllll Illllllllllllllllllllllllllllll Illlllllllllllllllllllllllllllllllilllllllllll| A DEPARTMENT DEVOTED TO PROMOTING RETAIL SALES iiiiiiiiiiiiiiiB Suggestions That Will Stimulate Sales A WESTERN talking machine merchant popularized his store, got columns of free publicity in the local papers and boosted his sales totals to double previous figures by giving free dancing lessons two evenings a week in the recital hall of his store, to children between the ages of five and twelve. An ad was inserted, naming a day for registration. Between 2 and 5 P. M. more than 200 were signed up, and the books were closed. In all, 500 more children were disappointed, showing the strength of the idea. Of course, the talking machine sold by this dealer supplied all the music for the dancingsessions, and' the parents and relatives who brought the children had pienty of time to become acquainted with its merits. Care was taken to let no commercialism interfere with the freedom of the dancing lessons. No effort was made to advertise or sell anything at that time; but countless sales grew out of the proposition to the children's parents and friends. At the end of six weeks a matinee exhibition of dancing was given in a local theatre, the entire performance being managed and paid for by the parents of the children taking part. Prices ranged from 15c. for the gallery and 50c. for box seats. The dealer's talking machine, located in the orchestra pit, could be heard distinctly in ad parts of the theatre, and the 200 children danced twenty-five numbers to its music. Before the show these 200 children canvassed the town, selling tickets. Each ticket bore the dealer s name and the name of his talking machine. The dancing lessons were managed by two women on the merchant's sales staff. At the end of the season, after all expenses were paid, there was $75 in the bank with which to start the next dance. % ^ THERE are many buyers who have secured table machines and, after accumulating a' library of records, have found that they need a cabinet to keep them in. Put four or five of these cabinets on display, according to the size of your window, including both walnut and mahogany finishes and various sizes. On the top of each cabinet place a sign which reads, "This Model Is for Smallest Size Table Machines. Special Price, $00 During Display." On your cabinets for larger machines your card should be altered to correspond. There is good money to be made from accessories. Many dealers are missing a bet by failing to see this chance for extra business. Put a table or glass showcase near your door where everyone will see it coming in or out. Display the various kinds of needles; motor oil; polish for the cabinet; automatic repeaters, which play the record over again; toy figures which dance on the record ; electric motor attachments ; albums, etc. Quote the prices on these now and then in your ads and on the price tags. Your sign over the display may read "Accessories That Add to Your Talking Machine" * * * 1 4 1 T ERE COMES THE BRIDE"— for May is a popular month of ll weddings. For a window suggesting the talking machine as a wedding gift you will need plenty of six-inch white silk ribbon. Arrange various models of talking machines in a semicircle. In the center place a small table or a box, entirely covered with white to look like a raised platform. On this is a sign reading, "The Gift Supreme for the Bride — A ." Above this hang a large bell of white paper, and from the bell run streamers of the white ribbon to each machine in the window. On the platform at the foot of your sign place a bouquet of imitation orchids, lilies, of the valley, annunciation lilies and orange blossoms. A few sprays of the flowers can also be placed on each machine. In the foreground place records of wedding marches and anthems. ^ ^ sfc AS soon as you have sold a machine and received the signed contract, show your customer how to take care of it. This little attention on your part makes an excellent impression. Say, "Now, before you go, Mrs. Brown, let me explain the proper care of your instrument." Then show how to lift the turntable and expose the motor. Show where it should be oiled, and tell how often. Show how to take the sound box off and put it on. Tell her not to leave the spring tightly wound but to let it run down when it is not in use. The customer goes away with a pleasant impression of your service,/ and you may save a needless repair trip later on. This bit of service seems so obvious as to need no mention, but it would surprise you to know how few sale men ever think of carrying it out. Most manufacturers supply a "Book of Instructions" with every machine, but nine out of ten people never open it. Demonstrate the mechanical features with your own hands — then the customers wi.l understand, and, what is most important, you get the credit. NATURALLY, you are going after all the vacation business you can get in small machines. An excellent way to develop prospects is to watch the "Personal Mention" columns of your local dailies. Whenever you see a paragraph informing the world that "Mrs. Archibald W. Smith-Brown is preparing to leave for Idlewild," send a hand-typed letter to Mrs. Smith-Brown, bringing to her attention the necessity of a talking machine to take with her. * ^ ^ THERE is no question about the value of soliciting suggestions from your own sales organization, but the best method of doing this is a matter of debate. A method which has proven to be practical and successful is to designate every Monday as "Letter Day." On that day every member of the organization is required to present to you a letter embodying any suggestions they may have for improvements in their own department or any other matters they want to bring to your attention. Fixing Monday as the day gives the employes Sunday in which to think over and prepare their letters. A close spirit of co-operation and many useful ideas will result from the adoption of this plan. This scheme is more use+'ul in large organizations than in very small ones, of course. ^ ^ ^ DECORATION Day falls on Tuesday, May 30. In the center of your window set a low platform about fifteen inches above the floor and cover this with green crepe paper or green grass. On this platform place any war relics which you can procure from friends or relatives who took part in the great world war. Metal helmets, weapons and similar souvenirs are what you want. Above this platform place a large wreath of leaves. This should be not less than twenty-five inches in diameter. It can be procured from any florist at a reasonable cost. At the bottom of the wreath tie a large bow of six-inch red-white-and-blue ribbon. Between the wreath and the platform below arrange some flowers. On the floor at each side of the platform place several patriotic records, with a card in each one, giving its title. Through the hole in the center of each record run a strand of one-inch red-white-and-blue ribbon, and cut the end of this ribbon in a notch. Any florist can supply you with this ribbon in various widths. On each side of your center arrangement place a large talking machine and tie a red-white-and-blue ribbon on the front of each machine. If you wish to carry your display further procure photographs of Lincoln and General Grant in uniform, McKinley with Roosevelt and Wilson with General Pershing in uniform. These three groups include the Presidents and leading military figures of the last three wars. Arrange them in three pairs and under each pair set the date — 1865, 1898 and 1918. In the center of your window, just at the base of your platform, place a gold sign lettered in black — "In Memoriam." NEAR the front of your record department place a small blackboard, about two feet by three feet. On this board write in chalk new announcements from day to day, such as "Just received — 'Georgia Rose'," or "Special for to-day — the Model 10 — at $00 monthly." A hundred uses will present themselves for such chalk talks, and the blackboard with the message written in chalk gives an impression of urgency and "newness," which is lacking in a printed sign. MOST dealers put bands of awning material over the lower portion of their windows as sun shields during a portion of the day. This protects the objects displayed, but cuts off the view of your windows. If you letter on this sun shield the words, "Look Over the Top," you'll be surprised how many people will stop and inspect your display, in spite of the obstruction. EDITOR S NOTE — Mr. Gordon will publish on this page any good ideas submitted by you for the benefit of tbe trade, and will also answer any questions you ash him concerning merchandising problems. Use this department as much as you like. It is intended to serve you — to be a forum for the discussion and exchange of ideas of interest.