Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
SEPTEMBER 20,
1919
THE MUSIC TRADE REVIEW
ably offer excellent examples of the place of music in the daily life
of every individual. Andrew Carnegie has given millions to the
cause of music, he has founded schools and fostered innumerable
organizations all directed to the same end, that of advancing the
cause of music throughout the country. Upon the death of Frank
Woolworth it was found that he was devoted to the use of the great
organ he had installed in his home. Almost his sole recreation from
the strain of business was in music. Otto H. Kahn is not only
the moving spirit in the grand opera of this country, but he is an
accomplished player of several instruments himself. A. D. Juilliard,
the great textile commission merchant, left a bequest of $5,000,000
for the teaching of music. Eastman made provision for the found-
ing of a music school. In all these gifts brought to light by the wills
of various men there is food for thought for the music salesman.
But gifts by living men have more effect on the public than
posthumous bequests, for the donors are continually in the public
eye. When such donations occur salesmen have a splendid oppor-
tunity to use effective publicity on their prospects. To show that
the most successful men and women in this country are interested
in music and have music rooms and instruments of the finest quality
in their homes makes an impression on the average citizen. Sales-
men can develop many arguments, using as their basis the facts
which can be obtained from the daily papers.
By watching the news as it comes and intelligently analyzing it
the salesman can change and improve his ideas constantly. He can
get away from the old stock arguments which have been used so
long that they have become bywords known to every layman. With
the rapid growth of the piano industry and the general educational
campaigns carried on both by manufacturers and other organiza-
(Salesmanship)
13
tions new ideas are needed. Intelligent arguments must be used to
convince the public, for the public is becoming better informed on
all matters relating to pianos, both technically and artistically. New
ideas and new arguments which are up to date and in conformity
with the developments are necessary.
More and more music news is getting into the daily newspapers.
Special music pages are spreading the facts of the music industry
broadcast. The growth of the industry in the commercial world
makes its news important and the business pages of the papers pub-
lish piano news as never before. Everyone is becoming better ac-
quainted with piano matters and with this better information conies
a demand for facts. These facts must be furnished by the sales
man or dealer, and it is to him that the buyer comes when looking
for facts concerning this piano or that.
Realizing this the live salesman should form the habit of look-
ing over the daily papers not only for the general news, but its ap-
plication to his particular industry. Examples of rine music studio-;
or rooms in some of the best-known homes in the country should
be brought to the attention of his customers. By so doing he will
arouse in them the desire to have in their own homes musical
instruments in keeping with their means and positions. As his
customers increase in prosperity he should see to it that they have
impressed upon them their own need for better musical facilities.
By citing examples where this has already been done he can add
weight to his arguments. Jn order to have these examples the
salesman must be abreast of the times in regard to what is being
done in musical circles. This can only be done by keeping up with
the news through the medium of the daily papers and the magazines
of the country.
How the Salesman Can Increase Personal Efficiency
Some Pertinent Suggestions Along Practical Lines Whereby the Piano Salesman
Can Improve His Efficiency and Thereby Also Increase His Earning Capacity
( )\V to reduce the high cost of salesmanship is a problem for
which many manufacturers and dealers are seeking a solu-
tion. With the soaring cost of almost everything at the present
time it is imperative in all lines of industry to reduce the overhead
expense to a minimum. In order to do this it is necessary to make
two sales grow where only one grew before. 1 his can be accom-
plished only by better methods of salesmanship and these methods
in turn must be drilled into the individual salesman. The whole
problem centers down to the man himself, for self-instruction and
personal effort are the means by which the desired end can be ob-
tained. The purpose of this article is not to generalize, but to lay
down certain very specific ways in which the salesman can increase
his efficiency not only in the matter of sales, but also increase his
general education and intelligence—a thing which everyone should
always be ready to do. In dealing with any personal problem the
first essential is an analysis of the situation, and in this case it is the
task of the salesman to analyze himself, his merchandise and his
customer.
In analyzing himself there are four things which must be con-
sidered and these are appearance, language, intellectual ability and
social life. It is unfortunately true that the average salesman does
not realize his own handicaps or his own assets. By studying these
four things he can form an exact idea as to just where he stands
and what he must do in case he finds himself deficient in any one
of them. The matter of personal appearance is of paramount im-
portance, for we inevitably form our first impressions of individuals
largely from their appearance. Even after a short passing contact
with any individual we come away with a certain impression upon
which future relations are in a measure based. If we see a sales-
man who is neat in appearance and shows an evident attention to
His personal well being we are bound to form a good opinion at
once and if we are interested in the class of product he is selling we
are ready to listen to anything he may have to say.
H
Language is the medium through, which thought is made in-
telligible in an interchange of ideas and consequently is of the utmost
importance. A pleasing voice, together with well-chosen words,
makes an irresistible appeal in any argument. The salesman must
depend to a great extent on what he says and the way be says it
to put the selling points across. We all admire good English even
if we do not use it ourselves and the use of correct language in-
spires confidence. Many a good salesman could be a better one if he
improved himself in his manner of speaking, and to do this he should
study grammar, practice writing as often as possible, read con-
stantly in order to increase his vocabulary and above all cultivate
the association of educated people from whom the best things are
to be learned. In the study of grammar, in which so few people
are really proficient when it comes to speaking rapidly and without
preparation, the salesman can greatly improve himself by a few
minutes' study each day. The regularity of this study is an advan-
tage in itself, and, though it may at first seem hardly worth while to
devote fifteen or twenty minutes everv night to the grammar book,
it will pay in the end as the experience of many people has shown.
The practice of writing is very important, for it both puts into
practice the points gained from the study of grammar and makes
it easier to co-ordinate thoughts and ideas by putting them down on
paper. Most of us have had the experience of being called on
for a speech at one time or another and some of us have hastened to
scribble on the back of an envelope our ideas in an effort to get
them in order. Once down on paper everything seems to take on
order and precision and the practice of writing often is of value.
But the written word must not be depended upon too much by the
salesman, for he must learn to speak as he would write.
Besides reading all the trade journals and business papers bear-
ing on his own industry in order to keep informed as to what is
going on, the salesman who seeks to improve himself should use
!
(Continued on page 15)
For over 25 years Specialists
in high grade Piano Cases
Paterson Piano
Case Co.
PATERSON, N. J.