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THE: MUSIC TRADE
either in quality, price or general attractiveness, as piano merchants
are becoming all the time keener judges of values. They are well
posted on general conditions as well as to what constitutes up-to-
date values in instruments.
They know that their local competition is keen, and they are
busy planning how best they can meet it. They find genuine pleas-
ure in successfully meeting a competitor and besting rivals in piano
sales.
' I ' HERE are kinds of competition to-day which are not up to an
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exalted standard, and yet dishonorable methods of business
REVIEW
price should not be all. That should be supplemented with a clear
and concise description of the instruments offered.
Bright talk is-all right, it is helpful and it is a very necessary
feature of the ad., but attractive prices ofttimes add to its charm and
efficacy. A mr.n is usually a logical being when he wishes to invest
in an article, and wants to know the price. That is a very important
item with him, and if the price is an attractive one it will have a
drawing power that the advertisement would not otherwise possess.
O
NE dealer in the West recently stated to us that he had ac-
cumulated quite a number of old and used instruments, and
warfare are not as common as years ago. It is true there is a keener
he started in to dispose of them by getting up really an attractive
spirit of rivalry than ever before, but it is that spirit of rivalry
ad., quoting prices and this was so effective that his entire business
which sharpens a man's intellect and spurs on his energy.
was given decided impetus by disposing of a considerable number
Unless a man is possessed of this desire to overcome, to sur-
of instruments carried in regular stock.
pass, to stand first in his line he can never hope to carry the day,
He says he will always quote a price in his announcements.
and he will never succeed in the fight.
Some of our local department stores have been following out
Talk with piano merchants anywhere and you will find them a
keen, progressive lot of men. It requires skill and concentrated
energy to dispose of pianos at a profit, and profit is the reward of
industry and ability in business. It is, however, not the sole object
and consideration that actuates the really successful man.
a plan of gathering in from many dealers a lot of old pianos and
offering these to the public as very alluring bargains.
They draw in the people and then again it gives the impres-
sion that they are doing an enormous piano business.
It pays to do business along the easiest lines of resistance and
attractive advertising keeps down the resistance barriers.
'"T* HE love of gain cannot inspire him to the highest endeavor.
There must be something greater, something more enduring
S~\ NE of the large department stores in New York has been re-
to call forth his supreme efforts and satisfy his ambition, and that
^—* cently exploiting a distinguished foreign product in full page
something is the same spirit that is possessed by men of war. To
announcements.
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go forth to battle is to do, or to die. Men fight to win and there
Such generous use of printer's ink may acquaint the public
are a great many competitive piano battles wherein the victor does
with the fact that they are running a piano department, but this par-
not always count the gain in dollars and cents, but he credits a
ticular store will indeed have a difficult task to build up a trade on
great deal of satisfaction in having beaten the other man. There is
strictly high grade instruments. It will be pretty hard for them to
where a portion of his pay comes in, for he has slashed off all of the
find easy lines of resistance above which to operate.
profit on his particular instrument, but what cares he? He has
A YOUNG man who.has recently entered a retail piano store
-**• asks for some special points on salesmanship.
won, and after all half the pleasure in life lies in the winning. And
let the devil take the hindmost is the war cry of many.
A
PERUSAL of the leading dailies published in various sec-
tions of the Union emphasizes the fact that piano merchants
are steadily growing to be greater patrons of publicity.
That it pays is evidenced in the increased amount of money
expended. No man can afford to be in business to-day and expect
to succeed without expending a portion of his profits in some chan-
nels which tend to keep his name before the public.
It was Wanamaker, who is one of the greatest of piano mer-
chants, who said: "Many an honest man fails because he is a poor
advertiser." By systematic honestv, and by exercising judgment in
its display most young men will succeed, and as a business quality,
advertising is necessary to achieve a certain amount of mercantile
success.
I T is not always necessary in retail advertising to print prices,
* However, arguing for the publication of prices we may say every
piano man usually has some stock which can be worked off to an
advantage by quoting prices to the public. Prices speak right to the
pocketbook, and whatever speaks to that adjunct of the great human
family will get a hearing, therefore an attractive price usually adds
to the drawing power of an advertisement. But simply naming the
Now, volumes might be written upon this subject, and there
would be much left to write. But one thing is certain—a salesman
should always be presentable and have a strict consideration for
immaculate linen. He should be well educated and able to interest
all classes by intelligent conversation, thus enabling those he ex-
pects to become his customers to form a good opinion of his intel-
lectual qualities, which will be helpful to him in making sales. He
should be practically acquainted with the business so as to talk it
intelligently. He should have some technical knowledge so that he
may impress his customers with the clearness with which he ex-
plains the functions of certain parts of the instruments.
Then, too, a study of human nature is essential to good sales-
manship. For conversation should be adopted to suit the peculiar
individualities of each customer. Refrain from superfluous and
ridiculous remarks, avoid drawing comparison between competitors'
instruments, and above all, don't become offensively egotistical.
*~Y % HE demand upon our advertising space compels an enlarge-
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ment of The Review to fifty-two pages this week. A for-
cible illustration of the position of this publication, its acknowl-
edged influence, its widespread circulation, and the general favor
with which it is regarded by progressive business institutions in all
parts of the country.