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THE
7^USIO TRKDE REVIEW
sufficient number to produce a little bower of
terfieldian manners, but who has been a suc-
loveliness, something that will charm and
cess as a salesman.
please the eye.
haps, the exception which proves the rule,
Think the people will not
talk about your store then?
You will sell
Yet his case was, per- bv the law.
This must not be carried so far that people
will say, "I aon't like that fellow, he's too
D E T A I L piano advertising is improving,
and there is still room for radical im-
provement. In preparing copy, hurry should
be avoided.
sweet to be wholesome."
There is, however,
a happy medium, and he who reaches it gen-
erally succeeds.
Get a catchy headline and a
Another feature of salesmanship success,
talking phrase, and seek inspiration away
and perhaps one of the most essential, is hard
from the noise of the store.
work, but the most essential feature of all is
Advertisers shouldn't start in with the ex-
pectation of what they plant to-day they
A LL lines of piano manufacturers, high
for without doubt, geniality and courtesy
enough pianos in one week to pay for the have much to do with making a salesman
•.,.-
investment ten times over. Think it over; it successful.
is worth the trying.
Chickering will be afforded ample protection
to be honest.
grade, medium and "cheap" seem to be
basking in the sunlight of prosperity, and
from present indications it would seems as if
the output for the present year would be
limited entirely by the productive power of
the factories; for, as a matter of fact, they
all are moving along in a thoroughly satis-
factory manner.
r
V HOUGHTFUL observers of the stupen-
dous developments of music trade af-
fairs during the last decade have not been
We know of a dealer to whom a salesman
slow to see in them the workings of some
will reap to-morrow; if so, they will be
came chuckling one morning over a sale that
In advertising as in the he had recently made. He had sold a cheap
great principle—the main current directing
often disappointed.
the entire movement, and oftentimes counter-
law of nature, there is a sow time, a hoe time,
piano, and charged about four times more
and a grow time, before the stow time—
than it was worth.
that is the harvest.
Remember that many
an advertisement which doesn't sell a dollar's
worth of goods may do many a dollar's worth
of good, for it brings customers near, nearer
and nearer the store, and the next ad. may
land them.
acting the whole, sweeping 1 aside the efforts
of those who, to all outward appearances, are
Was this young man rewarded for his the leaders in advance. But though this
cuteness?
force was observed, it has not been scienti-
Oh, no; he was gently led aside and plain-
ly told not to repeat the offense again.
fically analyzed, nor has there been any at-
tempt to clearly enunciate the principle be-
The salesman who has got red blood in
his veins, and the milk of human kindness in
hind it, which has been more or less dimly
discerned.
That landing process is always a point that
his breast will succeed, but the fellow whose
After going into the field of biological
interests, and Lord bless you how some piano
veins run icewater, and who avoids truth-
evolution in search of an analogy to this
man can do the landing!
fulness will be left outside the breastworks.
development, we are now prone to admit that
f~\ XE piano man said recently: "I sit down
I N the piano industry the value of a trade
a great factor has been overlooked, and to
to write an ad., and thoughts foreign
mark counts for more perhaps than in
Blumie should be given unlimited credit for
to my subject intrude upon my attention,
almost any other.
Take some of our best
this wonderful transition of affairs, and—
and I am thinking of the note coming due
known names, and they constitute posses-
confound it, we dislike to say it—he was
to-morrow, the sales that are falling behind
or unseasonable weather—inspiration is lack-
sions of great value, which are held by the overlooked in the dinner given to Prince
courts to be one of the firm or corporation's Henry by the "captains of industry." Well,
ing."
assets, as much so as any kind of stock
but it's a cold world.
which they possess.
I T was but a few years ago that great laxity
Very well, then pass this advertising over
to some ambitious young man with a literary
"
. •
.
There are some who believe that a man
There will be a new vigor, and a can always use his own name, but it should
snap in the announcement, and—our word be understood that there are certain names
that have been created into valuable trade-
for it—new results.
instinct.
marks.
•>>•
prevailed in music trade affairs in the mat-
ter of credit.
Men with no capital and with
but mighty little character, were given lines
of credit that reflected more to the trust re-
posed in fellowmen than it did to common-
There have always been imitators, who
I S a newspaper like a plough ?
,
sense.
But to-day the man with doubtful
Yes, my son, in some respects, both the
have sought to profit by the work of others.
character is scanned closely, and made to
newspaper and the plough must have a field
Hire's Sarsaparilla was imitated by another
show up what he possesses in the way of
(or its work, and both must be held straight
man whose patronymic was also Hire. The
chattels before credit is granted him. It
to the line.
courts would not permit him to carry on
isn't as easy to-day for unscrupulous deal-
The more ground the newspaper
covers the better, and more valuable it is,
and the plough produces results in the same
business even in his own name, for it was ers to work piano men as it was in the days
clearly proven that he was trading under
agone.
The Review has a large field, and it the name of the original Hire. The Na-
tional Biscuit Company expended a vast sum \Kl E know some men in business to-day
covers it well.
who insist upon personally directing
of money in advertising the "Uneeda" bis-
Ploughs deeply too.
cuit. A rival concern introduced an "Iwanta" all the little details of their affairs, and
way.
"T HERE is a well defined demand for clev-
er salesmen in both departments of the
industry.
cracker
upon
the market.
The Uneeda
overseeing every minute part of their busi-
people fought the matter in the courts, and ness. The}- are wearing themselves out with
detail work. Thev are small men.
won a victory. The Apollinaris concern
We know of other men who plan cam-
Xow what makes the salesmen successful?
have recently secured an injunction restrain-
It may be a hard question to answer, for
ing another concern from putting Almanaris
paigns, and leave detail work to departmen-
water upon the market.
tal chiefs.
ever\' salesman is so different
from everv
They succeed.
We have had a number of test cases in this
rule that would apply in each and every
trade, and thus far the rights of the famous
Kimball
old houses have been well upheld by court
about details.
case.
Due would say a genial and courteous
manner was one of the essentials, and yet we
ran locate one who is not noted for jiis Cbes-
decisions.
Names of distinguished piano concerns like
They possess ex-
ecutive ability.
other, and it would be hard to lay down a
never
bothered
himself
much
He planned, leaving to others to execute.
Succeeded moderately well, too,