Classic Mode

Music Trade Review

Issue: 1911 Vol. 53 N. 22

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
MUSIC TRADE
REVIEW
TOWEL.
M
ANY people nowadays complain that competition is much
keener in the music trade industry—in fact, in every line—
than it was years ago. This is true, but the subjective effect of
competition on all merchants is exceedingly valuable. If it were not
for serious competition hundreds of men would be merely store-
keepers, and would never develop into first-class merchants. One
thing that the present condition in business has brought about is
that the man who desires to win out must be ever alive to develop-
ments and betterments in his field of activity. He cannot afford
to go on year after year without attempting to overcome the diffi-
culties that face him. In other words, too many men are prone to
continue old-fashioned methods in coping with the trend of modern
business. This is wrong. The wide-awake man must not spend
his time lamenting over a condition which he knows exists. He
must either eliminate it or it will master him. There is no depart-
ment of business to-day where such a revolution has been so ap-
parent as in the matter of sales and the sales force. Those "happy
days" when orders came without solicitation and people had to wait
in line in order to secure pianos have gone by. To-day the sales force
must consist of a body of men of the highest possible degree of
efficiency, and to attain this desired status it is necessary that the
wareroom manager should carefully drill his staff in the require-
ments of their position and the policy of the house.
•t it it
I
N this connection there is no one factor of more value than
weekly or bi-weekly meetings of the entire sales force. While
these may be "experience" meetings, they should also serve as a
"school for instruction/' with the manager or some other competent
party discussing the weak points of the men and of the business,
thus strengthening the ability and faith of the weakened ones and
making them better acquainted with the science of selling. They
should be fired with a desire to become more than mere automatons.
They should know their stock, and everything relating to pianos and
their manufacture in a most thorough manner, and the best method
of demonstrating and displaying the instruments which they are
representing, so that every "prospect" may be turned into a pur-
chaser at the earliest possible moment. The late Jacob Doll thor-
oughly comprehended the value of these weekly meetings, for he
made it a point that his five sons, who are associated in the Jacob
Doll business, should assemble when the entire progress and de-
velopment of the business were discussed and such plans perfected
as would lead to its further development. This admirable policy of
Mr. Doll succeeded in not only helping to build the business, but it
enthused those associated with him and worked wonders in the suc-
cess of the enterprise. This is an illustration well worth following
by every manufacturer and by every manager of warerooms. The
closer those in authority get to those associated with them, the better
it is for the business, because it results in an interchange of ideas,
all of which tend to the advancement of the business. If nothing
more results from these meetings than arousing loyalty, a sense of
important responsibility and a desire to do justice to the business and
to its patrons much will have been accomplished.
T
AKE the piano advertising in the magazines to-day compared
with a year ago. Why has it fallen off? Little over a year
ago piano manufacturers were spending money in these so-termed
"national publicity" mediums with little thought of benefits. It
rarely occurred to them whether their chain of representatives were
of sufficient number to make some kind of a distribution showing.
It reads well: "So and So gets inquiries. Inquiries will get you
business." And that was the synopsis of the alluring literature sent
by the magazines to the piano trade, and some who were as unpre-
pared for magazine advertising as they would be for the Heavenly
touch, fell for it. It certainly reads well, particularly while enjoying
a quarter perfecto following a big dinner. The time to judge a
problem of that character is before breakfast. After a dragon
chasing "restful" night—the first question should be, "How is my
present distribution ?" Be it remembered that inquiry is not de-
mand—far from it. A magazine inquiry may be from a child who
wants to see the pictures, maybe from a curiosity seeker, or from
a habitual magazine ad-answerer—a biped species found to a great
extent on magazine lists and one to whom "free sample" or "write
for catalog" is like an alarm to the fireman. "It" answers at once
to the delight of the postal department and the catalog printers—
both of whom need the money. But why should piano manufac-
turers, who cannot afford it, strive for the honor of wiping out the
postal deficit? Sales, not inquiries, alone show demand.
*
it it
HE drop in "national publicity" bearing on pianos as compared
with last year shows that there is something wrong with the
medium for many houses. There are a few manufacturers who use
magazines and seem to like them, but they are old-time makers; the
name of their instrument is quite familiar to the dealer, but they
did not attempt this kind of advertising until after an output was
required to care for an established trade. What live dealer
is going to push an unknown piano? Where does the live dealer
get his introduction and acquaintance with pianos? When a sales-
man calls on a dealer, which is it better for him to hear: "A. B. C.
piano? Why I never heard of it," or "A. B. C. piano? Yes! I feel
already acquainted. I've read a lot about it in the Music Trade
Review." Which gets an order for the salesman? No amount of
argument can change the fact that the dealer in his locality is king.
It is up to him to sway patronage one side or the other. Pianos,
shoes, shirts, clothing, foodstuffs—it is the same. And, further-
more, the dealer will consciously and unconsciously push that com-
modity foremost in his mind. This particularly applies to pianos,
and if a dealer reads about a certain piano in his line week after
week, and another piano that he "keeps" is not heard of except by
occasional calls—isn't he going to sell the former? The "live"
people are the largest.advertisers in trade papers; they are "live" by
"live" advertising. The drop in magazine advertising will probably
serve as a warning to some manufacturers about ready to try it
themselves who may think that "inquiries will force the dealer into
buying my piano." But it won't.
T
THE MOST VALUABLE SPACE IN THE STORE.
(Continued from page 5.)
window displays. He had worked them out in the dummy window
in his studio, photographed them and added a plain, full description
of how they were prepared.
"He had also prepared a layout for a page of newspaper adver-
tising, with pictures, titles of books, etc. There was no time to have
the cuts made from the pictures, but he sent the copy forward with
the other matter, asking the booksellers to have them made out
there at the publishers' expense and forwarded after they had been
used.
"The plan made a good impression. The store was naturally
a large advertiser and adopted the suggestion of a page of advertis-
ing as a good one. The plan was carried out with the result that
the Grosset & Dunlap stock, including both what had been bought
from the jobber and that bought direct, was cleaned out in less
than six weeks, instead of six months, and the department store was
therewith established as a regular and enthusiastic buyer.
"This was perhaps an exceptional case, as to minute-man work.
Ordinarily all plans, copy and cuts are prepared at least a month
ahead and everything goes out together 'on rollers' the first of the
month, so as to reach the dealer at the very time he is considering
what to do with his invoice."
',
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
8
THE
MUSIC TRADE
REVIEW
There is quite an epidemic of ''Sales of Pianos
Returned from Hire" in London and other cities
Strong Efforts Being Made to Start Such an
at the present time, and there is much question as
Organization—Some of the Advantages Set
to the genuineness of many of them. One par-
Forth—Offer Bonuses for Completed Work to
ticular instance is known where a certain manufac-
Competent Piano Workmen—Selling New
turer
was worried considerably by the manager of
Pianos as Used Instruments Now the Fad—
a furnishing company because he did not deliver
George Rose to Visit the United States En
pianos in time to be used in the sale. A large
Route to Australia—A Noted Piano Man.
proportion of the public will rush to such sales,
seemingly in a frenzy to buy a pianoforte cheap,
(Special to The Review.)
regardless of the quality. It is thus possible for
London, Eng., Nov. Ki, 1911.
The recent suggestion to the effect that a piano the trader to sell new instruments in such sales,
with wonderful adjectives, such as "lovely mellow,"
club be started in this city for the convenience of
local and visiting members of the trade is meeting "fine singing," "full bright" and "copious," to de-
with general favor and plans are now under dis- scribe the alleged tone quality.
George Rose is leaving England shortly to join
cussion relative to the proper location for such a
the
management of Beale & Co., Ltd., of Sydney,
club, the manner in which the project should be
launched, and detail regarding the membership and New South Wales. He retains his interests in the
its accommodation. The general idea seems to be firm of Sir Herbert Marshall, Sons & Rose, Ltd.,
that some sort of piano club should be started at of which he remains a director. Before going to
an early date and be permitted to expand gradu- Australia he intends visiting the United States,
ally. With the quartet of strong trade associations, where he will spend some weeks.
the Manufacturers' Association, the Music Trades
Association, the Music Publishers' Association and DISPLAY AT STATE FAIR INTERESTS.
the Association of Dealers in Pianoforte Supplies,
all interested in such a venture, its success would Jesse French Piano Co., of Dallas, Tex., Present
Plaque of Liszt to Visitors to Their Booth.
seem assured. Such a club would prove especially
useful as a rendezvous for trade visitors from vari-
(Special to The Review.)
ous sections of Great Britain and the colonies, and
Dallas, Tex., Nov. 25, 1911.
where they could meet the London manufacturers
In connection with the State Fair held in this
and their representatives.
The report to the effect that the Piano Club city, the Jesse French Piano Co. sent out invita-
formed in New York some time ago has proven tions by the thousand to visitors to make their
successful has had its influence on those who have store and booth in the Main Exposition Hall head-
quarters on their visit to the city. In this con-
opposed such an organization in this. city.
There is a decided dearth of competent piano- nection resting rooms, telephones and other con-
forte makers at the present time, and the result veniences, especially for the ladies, were in evi-
is that, in order to secure sufficient workmen to dence.
This cordial spirit of hospitality was manifested
meet their requirements, various manufacturers are
not
only through the personal invitations but in
advertising for experienced men and offering cash
bonuses for all work completed. The bonus offer the advertisements which appeared in the Dallas
is being condemned in many quarters, as it not papers preceding the fair—advertisements that
only encourages workmen to desert old situations were admirably and interestingly written.
To those who called at the booth a very hand-
but also causes dissatisfaction among faithful em-
ployes who, although remaining with one house for some souvenir was given in the shape of a very
years, receive no bonus for their work beyond artistically designed and well executed plaque of
Franz Liszt in commemoration of the great com-
their wages.
poser's centenary.
Large crowds visited the Jesse French Co. booth
and everybody expressed pleasure, not merely at
receiving such a substantial souvenir, but became
keenly interested in the line of instruments dis-
played and demonstrated for their benefit. Mr.
Phelps, the Southwestern manager, has been con-
gratulated on the success of his efforts.
PIANO CLUB FOR LONDON.
It would seem that four or five sizes and shapes
should be ample to cover the field if the matter
were carefully gone over by the members of the
American manufacturers associations and general
attention called to the importance of this matter.
The following sizes mignt cover the field: 3 by 8
inches for small catalogs and folders; 6 by 8
inches for the medium catalogs; 8 by 9 inches for
the standard size; 8 by 12 inches for another size,
witli possibly an additional size for extreme neces-
sities. The printed matter could be arranged either
way on the page to suit the subject and the taste
of the compiler.
If some such system were adopted it would be
profitable and much more convenient for all con-
cerned. This should be carefully considered by all
manufacturers and exporters, because a catalog sent
out not of size or shape to file with other catalogs
is often dropped into the waste basket at once, or
is put away and forgotten.
Neat catalogs and price lists count for much in
the export business, but it would seem that uni-
formity in size and shape need not interfere with
neatness and appropriateness of style. It is better
to use a little more or a little less paper rather than
to have the catalog thrown away after so much
time and money has been spent on it.
BLINDNESS NO^DRAWBACK
In Selling Pianos, According to Experience of
Pittsburgh Dealer.
That to be afflicted with blindness does not pre-
vent a live man from making good as a piano sales-
man is evidenced in the experience of W. H. Long,
the piano dealer of Pittsbugh, Pa., who employs
only blind salesmen and enjoys a constantly in-
creasing business. It is said that one of the sales-
men has sold ten pianos since August, which would
not be a bad record for a salesman with possession
of all his faculties. Mr. Long is also superinten-
dent of the Pittsburgh Workshop for the Blind,
having been appointed to that position not long
ago.
Strube Bros, have opened a branch music store
in Spirit Lake, la., in charge of Ed Strube.
PIANO MAN MAKES CHANGE.
A satisfied customer
\ l l is a real profit maker
—the best salesman a
piano dealer can possibly
have
Every Packard owner is a Packard
booster. He is more than satis-
fied—for he has received more
than "full value" for his money
That's the region Packard pianos
are easy to sell—and that's the
reason you will find profit and
pleasure in selling them. Also it's
the reason why we are finding it
easy to get the better dealers
everywhere to handle them. Write
The Packard Company, Fort
Wayne, Indiana—to-day. If we
are not already represented in
your territory, we may be glad
to make agency arrangements
with you—and it may mean for
yMi the one big opportunity.
H. T. Lattner Buys Interest
Concern.
in New Florida
H. T. Lattner, secretary and treasurer of the
Seals Piano and Organ Co., Birmingham, Ala., has
disposed of his interests in that concern and has
made arrangements to join the forces of the Cham-
berlain Piano Co., Orlando, Fla., with a financial
interest in the company. The Chamberlain Co.
was organized at a comparatively recent date, but
have already met with considerable success with
their line of Knabe, Krell and Kimball pianos and
Knabe-Angelus and Kimball player-pianos. S. H.
Warrick, of the Montgomery, Ala., branch of the
Seals Piano and Organ Co., succeeds Mr. Lattner
as secretary and treasurer.
THEY'RE
SIZE AND SHAPEM)F CATALOGS.
Consul A. A. Winslow, of Valparaiso, Chile,
Makes Plea for Uniformity in Such Matters.
If American manufacturers and exporters would
adopt some system whereby there might be more
uniformity in the size and shape of their catalogs
these would prove much more useful to the buyer,
and fewer would find the waste basket. At present
most manufacturers seem to have their own idea
of what is appropriate in this line, so that there
is an endless number of sizes and shapes included
in the collection of catalogs now on file in this
consulate, with the result that the files are very
irregular in appearance and inconvenient to refer
to.
values bis reputation, and to
tomer • confidence, demand
them in the pianos you han-
dle—especially in the playera
401-424 E. 163d St., New York
Chicago Office: Republic Bldg.

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