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MUSIC TRADE
Automatic
Dealing with the Various Types of Musical Instruments Intended for Public Places, Pneumatically or Electrically Controlled
instrument is guaranteed only on conditions that
include a maintenance charge paid for by him
The Secret of Success in Building Up a Profitable Trade m Automatic Players Lies in Rendering he can often be brought to reason when argu-
ments based on the musical or entertainment
Efficient Service to the Customer After the Instrument Has Been Sold
side of the matter will not for a moment avail.
However it is done, this question of service is,
There lies before us a pamphlet put forth by his customers a satisfactory service that will not
the Clark Orchestral Roll Co., manufacturer of cost too much. The writer has in mind the case as we have said, precisely the foundation of all
music rolls for automatic musical instruments. of a certain tuner in Chicago who, for some success in the automatic music business. Until
It is intended for the use of the consumer; that years past, has been renting automatic pianos to the public generally are able to appreciate the
is to say, of the owner or user of these instru- ice-cream men, restaurant keepers and other beauty of musical correctness in their instru-
ments. As we all know well, automatic pianos proprietors of public places. He sometimes ments, and in consequence are willing to pay to
are usually bought for public places of enter- charges an inclusive monthly rental and makes have them kept in condition, the question of
tainment and are therefore subject to fairly con- regular visits to each and every such piano. At providing service will be actually essential. The
tinuous use. The natural result is that these every call he changes the music, runs over the only debatable question is that of method.
Investigate All Sides
instruments are quite usually in a chronic state instrument to see how it is getting along, cor-
of out-of-tuneness, to use the only term that rects any little difficulties and leaves it in good
We have already spoken of what can be done
will express the facts, although it cannot be shape. Where he works on this basis he, of when instruments are sold outright. But the
called graceful or particularly definite.
course, turns over to the customer all collec- keen-minded dealer will not be satisfied until he
Now the object of the little folder which lies tions from the coin box. But in many other has looked at the other possibilities of the case.
before us is to teach the consumer that if he cases he collects the money from the coin box The tuner of whom we spoke above has made a
wants to be happy and satisfied in the use of his and gives the proprietor of the place a percent- comfortable living for some years now out of
automatic player, especially if he wants it to age of the takings. Whichever method he the automatic piano and a very large number
make money for him, pay for itself and draw adopts in any case, however, the main point of his customers have the pianos in on a per-
trade, he must take good care of it. Perhaps about his system is that he gives his personal centage of the takings. Others prefer to pay a
nothing is more obvious to the professional attention to each instrument and sees that it is fixed rent and take the money for themselves.
man, but at the same time nothing apparently kept in order. In consequence he has little Others again will always prefer to buy outright
is so little understood by the ordinary layman. or no trouble with either customers or pianos, in the hope of making a profit on the transac-
tion, both directly and indirectly—directly by
That is why manufacturers of automatic instru- and keeps both going year after year.
ments need so frequently to realize that in creat-
This man believes that the rental or percent- getting back the original investment plus a
ing the conditions which ensure permanent pros- age system, with the piano man retaining title profit from the nickels, and indirectly through
perity this education of the consumer is of the to the instruments, is the best by far. He argues the drawing power of the music.
first importance and probably is the most impor- that by using this method he alone can make
There is a great deal to be said for the idea
tant single element in the whole matter.
sure that the pianos are kept in tune and in of renting or placing on shares. The mainte-
Tuning
mechanical good order. He says that unless nance is then reduced to a system, the music can
Two tunings a year are recommended as the the customer is thus virtually compelled to be changed regularly and the condition of the
minimum number in the folder before us. But stand by and see the technical work regularly instrument can be permanently guaranteed. For
we think the authors of the folder were unduly done it will never be thought of, and the pianos these reasons, therefore, the wise dealer will not
modest. It is perfectly certain that an automatic will get into worse and worse condition every- too quickly conclude that rentals or percentage
piano which is in fairly constant use—say for where until the patrons of the places where they offer too petty results. They need not be dis-
two hours a day—needs tuning at least every are stationed will regard them as a general nui- missed so cavalierly as that. It is a matter of
sixty days. The problem is to make the con- sance and will actually avoid them. When this calculation in either case, and of the scale on
sumer realize this. If he can be made to realize happens the proprietor will jump to the conclu- which one works. Fifty automatic pianos will
this without at the same time coming to believe sion that the fault is either with the individual produce enough income to pay the cost of a
that the maintenance expense is too great the instrument or with the music which has been tuner, interest on the investment, cost of music
problem of satisfying him will, for his case at supplied to him. Of course, the fault is prob- and a profit besides.
ably nowhere save with his own ignorance, but
least, have been, solved.
In the end, of course, all these possibilities
ignorance unfortunately is almost invincible in rest upon the possibility of providing adequate
One Man's Story
At this very point, then, it is worth while ask- matters like these and it is almost hopeless to service. In proportion as adequate service can
ing ourselves how best the retailer can bring to expect that the owner of the instrument shall be organized and carried into effect, an auto-
be susceptible to reason.
matic piano department in a retail business will
be successful. In no other way, on no other
The Secret of Success
basis, can success be predicated. There is no
The question of successful selling of automatic better business than the automatic if it be car-
instruments or of successful handling of them ried out under conditions which make success
in any sort of way, or on any sort of system, possible. One of these conditions, nay, the
is fully bound up with the question of this serv- very basis of the whole structure, is here in-
ice; that is to say, with the question of keeping dicated.
the instruments in such condition as will satisfy
the patrons who deposit their nickels. For that
BROOKLYN STORE KEEPS BUSY
is really what it comes to. Where direct sales
are made outright it would probably be best to
The Charles E. Wissner Piano Co., Brooklyn,
present to the customer always a maintenance
contract payable at so much a month, insisting N. Y., notes a big demand in its section for
that this be part of the sale, or if this will not high-grade pianos. The grands are especially
do, then the maintenance charge may be writ- active and it is at times hard to supply the
ten into the total price, with the understanding demand. The firm is looking forward to a very
that it is a separate item from the actual selling satisfactory trade for the holiday season.
figure and is insisted on only because the instru-
San Francisco
New York
Consult the universal Want Directory of
ment will not be guaranteed otherwise. In fact,
a good deal can be done with this idea of the The Review. In it advertisements are inserted
Chicago
guarantee. When the customer is told that the free of charge for men who desire positions.
CONSUMER SERVICE IN THE AUTOMATIC PLAYER FIELD
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for the finest
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The AMERICAN PHOTO
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