The talking machine world (Jan-June 1923)

6 THE TALKING MACHINE WORLD February 13, 1923 World Contest Brings Valuable Ideas B. B. O'Neill, Whose Contribution Appears Below, Wins Talking Machine World Prize for Most Constructive Article Submitted in Contest for Practical Business-building Suggestions — Other Articles Possessing Particular Merit, Reproduced on This Page, Win Awards The Talking Machine World has received quite a number of contributions in response to its offer of a prize of $10.00 for the best article from dealer, salesman or traveler, setting forth an original and practical idea, or proved plan, for selling talking machines or records, from which the Contest Editor has selected the contribution of B. B. O'Neill on "Getting People Into the Store" as most worthy of the prize. The other contributions which appear are also of interest and value. The Contest Editor desires to thank all who, despite the demands on their time, sent in articles and suggestions. GETTING PEOPLE INTO THE STORE By B. B. O'Neill The talking machine dealer who would increase his sales must get people into the store. This is the main problem. Once they are in and show interest the rest is up to the salesmen. The people who have time for shopping will come to their dealer when they are in need of records, but where the average merchant loses out is in lack of attention to sales possibilities among those people who work during the day. In every community there are stores, factories and offices filled with men and women who are logical prospects for records and machines, but who seldom buy because no eff^ort is made to interest them. How to get at these people is the problem. A stunt which I have found effective is to stage noonday concerts for the benefit of the workers. Large notices were prepared which read as follows: "Employes of the Blank Mfg. Co. are cordially invited to attend noonday concerts to be held at the Briggs Phonograph Shop, 324 Franklin street, between 12 and 2 o'clock." These invitations were sent to various offices, stores, etc., employing several or more persons and the results were far beyond expectations. The opportunity of some real recreation during the brief period from work following luncheon was eagerly accepted by many and as a result the store became a popular recreation center during hours when business is usually dull. The programs were carefully prepared and the concerts varied from the operas to entire programs of popular music, thus appealing to lovers of all types of music. Of course, those attending the concerts were all wage earners and most of them had machines in the homes. It was surprising to note how many purchased records after each concert and how many have made other purchases from time to time. This stunt is a real sales producer, to say nothing of building good-will and free publicity that may result in other sales. REVISING THE PROSPECT LIST By George Osgood There are many ways of securing prospects on whom the salesmen of the firm may call, but confining the calls of the salesmen to only those prospective customers who really ofiier the opportunity of making a sale is another matter. A plan which 1 have found excellent for eliminating the deadwood from the prospect list, thus insuring less waste time and more sales, as well as a consequent reduction in the cost of making sales, is to go over the list three times each year and, from the reports of the salesmen, strike out the names of persons who have refused to register interest in the line. When these names have been taken from the list a personal letter is written to each of the remainder. The letter calls attention to the merits of our line and requests the prospect, „if interested, to answer three ques|tions typed on a penny postal, I which is inclosed with the original letter. The questions are as foljlows: Have you a talking machine? What make is it? Are you interested in music? From the many cards returned the chances of making sales to each of these prospects can be determined. If a inachine is owned we have a record prospect and if the instrument is an old one we have a prospect for a better and more ?up-to-date model. If there is no jjmachine in the home, but the fam|ilv is interested in music, we go fright after a machine sale. Those Ijwho do not return the postal card 'jare followed up personally and jtheir attitudes determined. When uhis task is done the names on the iprospect list are realh' live opiportunities for the salesmen who J go in and win according to their '.ability. 1 A live prospect list is really an tabsolute necessity, especially where Ethe salesmen work on a salary and (commission basis, because a certain volume of business must be procured to cover this expense and, at the same time, leave a profit for tlie dealer. KEEPING IN TOUCH WITH RECORD BUYERS By James Donaldson What more opportune time is there than during the month of February for the dealer and his sales people to take a catalog of records and perhaps a few samples of the new numbers and make It his business to call on every individual who has purchased a machine during the holidays. At this time he has an entree into the home which would be hard to secure at any other time. The visit is made on the ground that the dealer is interested enough in his customer to want to be sure that the machine is working O. K., and that everything connected with the purchase has been satisfactory, giving the dealer a chance to establish a friendly relationship and to show the new customers that he is interested in their getting enjoyment out of their new purchases. Experience has shown that new customers, especially those who have purchased on the instalment plan and have made a first payment, are a little bit loath to go back to that dealer's store and ask for additional credit or sometimes even making additional cash purchases of records until payments on the instrument have been completed. However, if the talking machine dealer employed the means of a personal call on the customer to solicit new business, this feeling would be entirely evaporated and in consequence additional sales would result. Dealers in large communities will claim that personal contact at this time of the year does not work satisfactorily to them, but applies more specifically to smaller communities. This, however, is not correct, as the dealer who conscientiously follows up his customers immediately after the holidays has found it a very profitable move no matter in what community he may be located. The word "service" has probably been more abused than any other word that the dealer has occasion to use. Service is too often limited to that which the customer asks for and expects. BOOSTING ACCESSORIES SALES By L. E. Brown The sale of accessories is an important element in the talking ma chine business for two reasons. First, because people who have the necessar}' accessories get increased enjoyment from their instruments, and, second, because of this greater enjoyment these customers are more likely to retain their enthusiasm and add to their record libraries. The most effective way of bringing accessories to the attention of the public in a manner which will result in sales is through the window display. An effective display consists of everything pertaining to the talking machine and its enjoyment. The instrument, of course, is placed in the most prominent position and the remainder of the exhibit consists of records; record brushes, needles of all kinds, albums, etc. Floor-covering and background material is chosen for its effectiveness in making the various items in the display stand out distinctly. The accessories are placed on the floor in an attractive manner and beside each should be placed a placard describing the use of that particular accessory. A placard for that portion of the exhibit devoted to records contains a list of the various types of music which can be obtained, such as instrumental, vocal, operas, light classics, folk songs, popular songs, dances, etc. In the center near the instrument is a larger placard than the rest with the following message: "For the greatest enjoyment and the most perfect reproduction of music on the talking machine certain accessories are necessary. Some of these are exhibited here. Come into the store and let us demonstrate and explain why." The novelty of this displaj^ attracts attention and arouses interest, the main principles of good advertising. People who enter the store are really interested and sales come easy. The result is a general boom to business in accessories of all kinds and real profits from what is generally looked upon as a side line. STAGES MID=MONTH CONCERT E. A. Schweiger, Inc., Holds First of a Series of Mid-month Concerts in Handsome Enlarged Quarters — Large Attendance The first of a series of mid-month concerts, held in the spacious double three-story building of E. A. Schweiger, Inc., Victor dealer, 1525-27 Broadway, Brooklyn, N. Y., was an undoubted success, both from the standpoint of attendance and interest developed. It is estimated that there were more than a thousand rnusic lovers present to hear the varied program, which lasted from 7 until 11 o'clock in the evening. Among the artists who entertained were Maine Rountree and his orchestra, who rendered a program of the latest dance music; vocal selections by Billy Waldron, late of the Nora Bayes Co. and now with the Goodman & Rose Music Pub. Co., and several artists from M. Witmark & Sons, music publishers. .''vmong those present who are prominent in trade circles were Messrs. Barker and OfTerman, of the American Talking Machine Co.; Mr. Miller, of the G. T. Williams Co., and T, T. Davin, of Ormes, Inc., all Victor jobbers. The interest aroused in the latest recordings was evident from the fact that for several hours the booths of the company were filled and the good effects of this concert will no doubt be felt for some time to come. Other concerts scheduled will be of the same high order.