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THE MUSIC TRADE REVIEW
fathers; but, in fact, all signs point to a gradual and steady ad-
vance in this respect. Those who belong to the older school
may well remember that the moral and social standards of our
national life are steadily rising, and that behavior which,
twenty-five years ago, was accepted as usual—even expected—
in business offices and warerooms, would now be considered in-
tolerable.
The professional piano salesman needs to possess, above all
others who engage in retail business, the priceless asset of urban-
ity. To be even-tempered, truthful, calm and courteous, in all
situations, is to be successful; in every line of endeavor. But
such qualities are especially valuable in the business of selling
pianos and kindred instruments. To effect the sale of an ex-
pensive instrument in the face of stiff competition, with on the
one side ignorance and its accompanying suspicion, and on the
( Salesmanship )
13
other side an unscrupulous competitor, is not always easy; but
it is quite impossible for the man who is not a gentleman by
instinct. The bully, the offensively familiar, and the insincere,
can never efface their real nature in business contests of this
sort. Only the gentleman can keep his temper and his head at
the same time, while telling the truth and exposing the lie.
To have these qualities as part of one's make-up is to be that
paragon, a truly polite man, in the best and truest sense of the
term. It is also to be a successful piano salesman.
No man can acquire such winning qualities by wishing for
them. If he wants them only as weapons wherewith to make
sales, he will be disappointed. But if he cultivates true polite-
ness, by telling the truth, and Irving to be sincere, straight and
respectful, without servility or rudeness, then he will acquire
these qualities, and with them success.
Nine Necessary Qualifications for Selling Players
The Following Article, By E. S. Houghton, of Columbus, Ohio, Won Second Prize in
the Standard Pneumatic Action Co.'s Contest for Essays on the Selling of Players
OR the past ten years the best thought of those who know
F
has been expressed verbally and in the trade publications
about thusly: "If the music-loving public could become ac-
quainted with the player,-piano and its wonderful possibilities for
pleasure, musical development and education, the demand for
player-pianos would be more than double the manufacturers'
present capacity to supply." Whether this be actual or theo-
retical the -future will prove, but the expression, oft repeated,
indicates the mind of those in a position to know.
It also indicates the fact that the public has not been edu-
cated to appreciate the player-piano, and with this condition of
prejudice, notions and ignorance as a basis, I make the following
suggestions on Player Points under nine headings: (1) Knowl-
edge, (2) Appreciation, (3) Enthusiasm, (4) Confidence, (5)
Courage, (6) Energy, (7) Persistence, (8) Patience, (9) Power.
As in every line of selling, a salesman must know his goods.
A knowledge of the player-piano with its marvelous possibilities
for musical production; enough knowledge of its mechanical
construction to be able to talk intelligently about it to the in-
terested inquirers; or to answer all sorts of fool questions, wisely
to the ignorant, patiently to the prejudiced; a reasonable knowl-
edge of musical compositions and how to demonstrate both
player and music to suit the prospective customer; I think a
working knowledge of "rag" songs, dances and blues, a dozen
different dance steps, from the rhythmic swing of the "Blue
Danube" waltz to a grand polonaise, folk-lore songs, old favo-
rites, sentimental ballads, hymns, late hits, lodge odes, light and
grand opera, descriptive and classical, is essential.
The ordinary clerk selling talking machine records is ex-
pected to know, and quickly learns a great number of selections,
and can readily give names of composer and artist.
By a working knowledge of the music, I mean the salesman
should know a variety of selections so well that he can play them
without the slightest appearance of effort, and make them at once
a demonstration of the player and a pleasure to the hearer.
The salesman should have at least a fundamental knowledge
of his piano; its quality, and positive—not negative—reasons
why it is desirable; the name and the care given by the maker
in selecting material, its preparation, work done by perfect ma-
chinery and skilled mechanics, every detail receiving the closest
attention with resulting durability, and the necessary amount of
such talk which the customer may seem able to grasp. These
platitudes may be tiresome to the salesman himself, but he must
remember that it is new and interesting to his customer, and the
salesman's easy familiarity with each detail creates regard for
him and confidence in him. Not that a salesman need run off
a lot of talk to every customer, but that sufficient knowledge gives
a warmth to speech that will make an interested listener of the
man who may not have given the subject a thought.
I have tested this point with such success that, where but a
few minutes are available, interest is aroused and ultimate sales
secured through some apt description of player work.
The lack of knowledge of his. goods is a great hindrance.
while sufficient knowledge enables a salesman to dominate the
customer's mind and build his interest.
There is a saying, "What you don't know won't hurt you,"
but ignorance does hurt. It breeds all sorts of evil, establishes
prejudice and foolish notions hard to overcome. If the music
lovers could but know the possibilities of the player-piano, the
supply would not meet the demand.
The salesman must have an intense personal appreciation of
the player-piano. Appreciation of its marvelous technique, be-
yond the power of human hands; of its wonderful tone qualities
for varied expression; the results to be secured through use of
the tempo lever, ui making those gradual "ritards" and "accelera-
tions'^fhat so greatly enhance the delicate feeling in diminishing
cadences, and the potent forces of "crescendoes." He must ap-
preciate the winning power of old melodies, the sympathy pro-
ducing reveries, the dramatic effects that stir the soul; the revelry
of description and the rhythmic exhilaration of dance and march
music.
He already knows that 98 per cent, of the people like music
of some kind; but he must quickly judge what will appeal to
his customer.
It may interest the salesman to know that of the 98 per cent,
of those who take an interest in player study, 54 per cent, will be
women, against 46 per cent, men, but that a man of a mechanical
turn will learn more quickly and produce the best musical results.
The foregoing paragraphs will cover the basic need of the
player salesman, and also contain the gist of those things that
will make his talk interesting to his customer.
The enthusiasm resulting from such knowledge and appre-
ciation will impress the customer with the fact that the salesman
really likes the player-piano. Appreciation, like any other feel-
ing or emotion, is contagious, and is bound to affect his customer
to a degree that may give the opportunity for closing, the psycho-
logical point for which he is constantly watching.
'.
Just a word here on psychic effects. Remember that the
attitude of mind revealed by you, if really felt, will create a simi-
lar feeling in your customer, and you can most certainly count on
this result in actually working any one of the nine points.
The first three points will inspire confidence in yourself, your
goods, and your customer, and don't forget that these also inspire
your customer's confidence, a very essential result. Again watch
for closihg. Confidence puts a quality into your voice, a some-
thing into every action, that carries a conviction of truth to the
customer.
Courage is arj inspiring element that lifts one over or through
seemingly difficult places, counteracts fear in your customer's
disposition, and often pulls a good signature to a contract, where
timidity would have lost the sale. Have the courage to ask your
customer to do just what you want him to do, thus continuing
the psychic dominance.
If your first five points do not get the result, it is time for
exercising mental energy to the extent of every faculty; review-
ing intensely what has been said; searching for that which may
be made stronger by repetition ; the repeated blow will produce
results not possible otherwise.
You have used, perhaps, as you think, the six points of
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