Music Trade Review

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THE MUSIC TRADE REVIEW
SPECIALTY TALKS.
and wealthy classes, whence it filters
through to the masses.
REVIEW—Could one educate any novice
to be an efficient salesman?
QUESTIONS PROPOUNDED BY THE " REVIEW " UPON THE LIVE MATTERS OF THE DAY AND
MR. COX—1 think any novice can be edu-
ANSWERED BY LEADING MEN IN THE TRADE.
cated up to a certain point, not necessarily
beyond. The best part of every man is his
own self. Without individuality-—nothing.
Interview XVII.—A. Clifford Cox.
REVIEW—Are mediocrities not useful in
the trade?
MR. COX—They are not only useful, they
NDER the above head THE REVIEW
REVIEW—What manner should a salesman
are essential.
proposes to give weekly the expressed adopt in first meeting a customer?
views of some members of the trade upon
MR. COX—You cannot
pre-assume a '.;, REVIEW—-Mr. Cox, it is said that fine
matters which are of live interest.
It manner any more than you can prepare a piano salesmen are becoming more scarce
should be understood that the answers to conversation,it depends upon the exigencies all the time, is this so?
MR. Cox—1 do not know.
I'mkeptvery
these inquiries will be published in every of the particular case. I can only say that
instance without editorial criticism. In repose should precede motion, and silence busy with my duties, and have not the
other words, every "specialty talk" will precede talk.
Meet the customer with leisure to know many men in the trade
fairly express the sentiment of the individ- simple dignity, be courteously receptive, let whom it would be a pleasure for me to cul-
ual under whose name it appears, rather him talk, and after you have all the facts tivate.
REVIEW—If the statement is true that
than the editorial belief of THE REVIEW.
in the case,proceed to your fine work.
good
men are scarce, to what do you attri-
There will be no distortion; no boiling
REVIEW—What do you think the most es-
bute it?
down. The answers will be published with- sential quality of a good piano salesman?
MR. COX—Possibly to the fact that other
out change or comment, and in every case
MR. COX—I scarcely think that can be an-
the individuality of the one whose opinions swered in a word. There are several lines of business offer greater inducements.
are written will be preserved. We propose qualities equally essential. I might say the The genius of modern business methods is
in this way to build one of the most inter- inspiring of confidence, or the domination that able workers shall share in the distinc-
esting features which a trade paper can offer of the salesman's will over the mind of the tion and wealth which they help to create;
to its readers.
This week Mr. Cox favors purchaser (unrealized by the latter). But this is rare in the piano business.
us with a talk.
There are distinguished exceptions but—
these are the results of personal qualities,
they arc exceptions.
rather than qualties per se.
REVIEW— What is the best gauge of a
REVIEW—Mr. Cox, what do you think of
REVIEW—What are they the result of?
salesman?
the prospects for a good fall trade?
MR. COX—In the first place, one must
MR. COX—Results.
MR. COX—Excellent. I have always ob- possess honesty or simulate it nearly, in or-
REVIEW—Do you mean to say there are no
served that the masses in search of Utopia der to induce confidence in the purchaser.
rush to a precipice, but they look down,
Recollect that every purchaser has either in- results worth considering except financial
and don't jump. I believe Nov. 3d will telligence or intuition (the latter is nature's results?
MR. COX—In a simple salesman, no! If
establish us firmly on a sound money basis, safeguard for the feeble.) So much for con-
and that means business prosperity.
fidence. As for the domination of one coupled with other functions, yes! Be-
mind over another, it is partly physical, but cause if he is the go-between 'twixt the
; REVIEW—Has the city piano trade felt
mostly mental. With a cultured class, it im- house and the public, his conduct can be"
the business depression much?
MR. COX—I can only answer for our- plies an education both social and general in potent for good or evil according to the im-
selves. We suffered a diminution some- the salesman, that places two persons pressions created, decisions rendered, et
what in the number of pianos disposed of, thoroughly in sympathy. This relation es- cetera. He creates the ideal, whatever it is.
REVIEW—What do you think will be the
but it was more than counterbalanced by tablished, the stronger mentality wins.
final
solution of the problem of professional
the very expensively encased pianos which
REVIEW—Is it necessary that a salesman
commissions?
we sold, such
as "Louis Quatorze," be a good pianist?
MR. COX—I prefer not to answer.
"Louis Quinze," "Empire," "Vernis-Mar-
MR. COX—Not in the sense of a public
REVIEW—In
conclusion, Mr. Cox, do you
tin," etc.
pianist, but he must be an artist in his line.
think
the
restoration
of business will be the
REVIEW—How do you account for this?
How can one justify superior prices if
MR. Cox—When business confidence ex- one cannot bring out superior sensuous restoration of the good business of past
years?
ists, every man is using every dollar he beauty of tone from his instrument?
MR. COX—I sincerely hope so, but cannot
has to make another dollar with, and he has
REVIEW—You do not think then, that
no ready money for luxuries; when that high class pianos can be sold simply as reason it out. At least, I think the recu-
peration will be gradual, and the ultimate
confidence is lost, every man hoards his merchandise?
money; seeing it lying idle he does not
MR. COX—No! They cannot be profitably condition will depend upon future national
hesitate to purchase needed luxuries. This sold as so much wood and iron; they must legislation.
All material wealth must come from the
does not apply to the leisure class, for they be sold as an artistic creation.
are an inconsiderably
small class in
REVIEW—Mr. Cox, in 3 T our opinion, to ground.
From new sources come the products to
America. Our rich men are nearly all in what must we ascribe the failure of the
trade.
efforts of some manufacturers to place markets, where formerly we enjoyed a
REVIEW—Mr. Cox, do you think the their pianos upon a high pedestal before the monopoly. The farmers' sons are seeking
the cities, the immigrants exhibit the same
methods of selling pianos at retail have public?
much changed of late years?
MR. COX—In many cases the failure rests preference for the attractions of a metropo-
MR. COX—I, do. • Several years ago the with the instruments themselves; generally lis. We have not the same solid agricultural
relative merits of different pianos were but speaking, reputation must rest upon a class which exists in Europe, and upon
partially understood, which gave the sales- truth.
In a few cases, however, the fail- which a nation's wealth must be built.
man ample opportunity for romancing ure rests upon the persons entrusted with Without a solid sub-structure, a super-
about his particular wares. To-day, the the work of elevating the name of the structure must be shaky. National legis-
lation is responsible for all this.
public is better informed, and a salesman piano.
However, the people have time and
of high class pianos finds his best success in
Some men have executive ability and are
sticking to the truth. If he deviates from not salesmen, and vice versa.
It takes again given evidence of their aggregated
this, let him stick as near the truth as possi- both to lift a house, to create a new cult. wisdom.
Let us be optimistic and believe.
ble.
It is by far the cleverest lie.
To make a piano popular with the cultured
U