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THE MUSIC TRADE REVIEW
CHICKERING & SONS ENTERTAINJVEW YORK SALES STAFF
W. H. Gomes Acts as Toastmaster at Dinner Given to Sales Staff of Chickering Warerooms—
Speeches by C. Alfred Wagner, J. Harry Shale, Charles F. Stoddard, Edward L. Hengerer, Hy
Eilers, and Others—Ampico Reproducing Piano and Victrola Furnish Musical Program
The sales organization of the Chickering ware- guishes the high grade piano from the rank and
rooms in the Lord & Taylor store, New York, file of the piano industry. Every Chickering
were the guests of Chickering & Sons at a din- piano represents the work of artists, and the
ner that was given last Saturday evening in the salesman must be conversant with the char-
Mandarin Room of the Lord & Taylor restau- acteristics of the Chickering piano and thor-
rant. Every member of the sales staff was oughly appreciate what the name Chickering
present, together with several of the officials stands for in the musical and piano worlds. Mr.
of the American Piano Co. and Lord & Taylor, Wagner pointed out that the difference between
and a number of invited guests. This dinner a good and mediocre salesman depends pri-
proved such a success and was so enthusiasti- marily on the way in which the sales story is
cally received by the salesmen that it is quite told. The salesman must be enthusiastic and
likely that it will be followed by a series of be sure that his story leaves an impression.
informal gatherings.
Hy Eilers, head of the Eilers Music House,
W. H. Gomes, manager of the Chickering Portland and San Francisco, Chickering repre-
warerooms, presided as toastmaster, and filled sentative, and one of the best-known piano deal-
this post with characteristic good cheer and ers in the country, related a number of interest-
good humor. Mr. Gomes, in referring to Jonas ing incidents that gave the salesmen present a
Chickering, founder of Chickering & Sons, stated tangible idea of the requisites that combine to
that the most appropriate tribute to the sterling make the successful salesman. Mr. Eilers re-
character of this pioneer of pianoforte manu- ferred to one sale of a $1,145 Chickering Art
facturers was expressed recently in Boston in grand which was closed after the prospect had
the following terms: "Jonas Chickering, like spent more than an hour wrangling with a sales-
his pianos—grand, upright and square."
man over a $150 piano. The salesman had had the
After thoroughly enjoying a menu which rc- wrong point of view and stood a fair chance of
merchandise which is sold. He referred to the
value of the alliance between two such well-
known and high-grade houses as Chickering &
Sons and Lord & Taylor; an alliance which gives
all customers confidence in the merchandise and
the institution. Mr. Hengerer stated that cour-
tesy, honest representation and an absolute de-
sire to please are the cardinal requisites of suc-
cessful salesmanship.
Edward L. Lennox, well-known Chickering
dealer of Indianapolis, gave a humorous descrip-
tion of a Chickering sale that was consummated
in his warerooms many years ago.
J. Harry Shale, vice-president and general
manager of the American Piano Co., gave a
characteristic talk which served to impress every
one present with the strength and stability of
the American Piano Co. and every division con-
nected with it. Mr. Shale commented particu-
larly upon the wonderful future that awaits the
Ampico reproducing piano, stating that in his
opinion this instrument will sell itself. On the
subject of salesmanship he drove home the fact
that there are two kinds of piano salesmen: piano
salesmen and piano distributors. The distributor
sells terms and prices, while the salesman sells
quality goods on a basis that gives his house a
profit; aiming to make cash sales whenever pos-.
sible. In closing. Mi*. Shale referred t<> the slogan
Dinner Given to Sales Staff of Chickering Warerooms, Held in the Mandarin Room of the Lord & Taylor Restaurant
7
Standing—Left to riglit: K. V . Davis, C. F. Stoddard, J. TTarry Shale, W. H. Gomes, E. L. Heng- erer, C. Alfred Wagner. TTy. Kilers
fleeted credit upon the achievements of the Lord
& Taylor chef, the guests were ready to hear a
number of informal addresses from some of
the prominent piano and merchandising men
who were present. During the course of the
dinner a number of selections were played upon
a Chickering Ampico reproducing piano and a
Victrola XVII.; this musical program contribu-
ting to the enjoyment of the dinner.
C. Alfred Wagner, assistant general manager
of the American Piano Co., who is concentrating
his activities on the Chickering & Sons division,
was the first speaker of the evening. He briefly
discussed the merchandising and sale of the
high grade piano, pointing out wherein this mer-
chandising differs from the selling of the so-
called "commercial" or medium-priced piano,
and stated that it is not only the name of a
high-grade piano and the fact that it is accepted
as such which gives it a premier position but
the "finesse of manufacturing" which distin-
Free Piano Lessons
That are practical and good prove a wonderful
source of prospects and a force with which to
Close Piano Sales
Although of proven merit and of real educational
value, the dealer does not have to invest much for
The Aton Course
Write/or particulars and sample lessons to the
Aton Correspondence School of Music
BARABOO. WISCONSIN
losing the sale entirely when Mr. Eilers sensed
the situation and sold the prospect the Chicker-
ing grand. Sometime ago John Sharp, manager
of the Eilers Music House in Portland, sent a
Haines Bros. Ampico reproducing piano to the
home of a man who had been seriously injured in
an automobile accident and who was ordered to
remain at his home for many weeks. Before a
fortnight had elapsed Mr. Sharp had received
a check for the Haines Bros. Ampico, demon-
strating the value of this aggressive salesman-
ship. Mr. Eilers stated that the average sales-
man makes too much out of the sale—there are
only two parts to any sale, the start and finish.
Charles F. Stoddard, inventor of the Ampico re-
producing piano, briefly called attention to some
of the trials and problems which were encount-
ered before the American Piano Co. sponsored
the Ampico, and gave Mr. Stoddard every oppor-
tunity to perfect this action. At the close of his
address Mr. Stoddard called the attention of the
guests to the rendition of Rubinstein's "Melody
in F" as played for the Ampico library by Leo
Ornstein. The playing of this roll demonstrated
conclusively the wonderful tonal properities of
the Ampico reproducing piano, and it was the
subject of tone that Mr. Stoddard dwelt upon.
Edward L. Hengerer, vice-president of Lord
& Taylor, and one of the foremost members of
the dry goods industry, gave a very interesting
and valuable discussion on the subject of "Good
Will." He emphasized the fact that the good
will in the case of a retail establishment is built
up by securing the high regard of the public
through the service which is rendered and the
and motto of the Foster-Armstrong sales staff
which has resulted in this staff becoming one >
of the most capable sales organizations in the
country, "Honor" is the keynote of this slogan.
W. H. Gomes read an interesting poem on
"Opportunity," which was keenly appreciated by
every member of the sales staff, and "Auld Lang
Syne" brought the dinner to a close.
Among those present in addition td the names
mentioned above were the following: L. J.
Noah, assistant merchandise manager, Lord &
Taylor; E. A. Colby, superintendent, Lord &
Taylor; R. V. Davis, advertising manager,
Chickering & Sons; M. W. Velscy, manager,
outside sales force; H. E. Speare, manager, Vic-
trola department; Homer E. Williams, director,
Chickering Hall; W. E. Flint, R. H. Murden, E.
D. A. Colvin, C. Harbison, F. O. Bates, B. B.
Brooks, J. T. Butler, Louis Dederich, W. E.
Eason, G. W. Gillman, H. C. Hardy, T. W.
Hindley, R. B. Kellogg, Abe Smith, J. F. Weil,
F. A. Wolski, H. Broad, W. I. Evans, G. E.
Free, S. Hall, Geo. Hudson, Ellwood H. Jones,
Peter McArdle, H. M. Upson, W. H. Tower, C.
E. Ferguson, E. Hedman, G. Nichols, O. H.
Nanz, W. B. Collier, M. Swanwick and L. M.
Robinson.
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