Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
FEBRUARY 12, 1921
THE
MUSIC
TRADE
REVIEW
43
SHOULD CONCENTRATE ON SELLING
Skilled Salesman's Time Should Not Be Taken
Up With Minor Details—The More He Knows
the More He's Worth to His Employer
VICTOR COMPANY
The importance of giving the closest atten-
tion to the intelligent handling of record sales
is pointed out very pertinently in the recent
bulletin issued by the Putnam-Page Co., Victor
distributor of Peoria, 111., as follows:
"The employer who has little tasks to give his
record selling people other than the work of
selling records is using expert help for work
that lesser paid people could accomplish. This
refers to the work of mailing and stock taking
and bookkeeping in other parts of the store.
"No salesperson in a Victor shop need ever
be idle and time spent in studying records in
stock and to come is of far more value as an
eventual money getter than that utilized for minor
tasks about a store. Have it a rule to plan each
day in the record department and plan that day
to include between-time study of records along
previously discussed lines. Knowledge is power
and power of mind makes sales.
"The more an employe knows of the employ-
er's business the more that employe is worth.
And this benefits both parties concerned.
"Record salespeople should have, and should
exact, a proper amount of time to study their
record offerings. But of all things use your day
to profitable advantage. Do something toward
selling other than to just wait on customers.
There are many avenues—the telephone, the
card index showing when the customer bought
last, etc. Above all take a retrospect of the
day—look backward and decide honestly for
yourself if you have accomplished anything."
GRAMOPHONE CO., LIMITED
DEALER CREATES HUMAN INTEREST
McKelvejr Co. Uses Special Stories to Push
Sales of Special Records
The McKelvey Co., Victor dealer of Youngs-
town, O., makes a practice of creating a human
interest background to a particular record of
which it wishes to boom the sale. The follow-
ing illustrates the idea in detail as it was used
by this company to make a background for
sentimental records:
"Sentiment! What a word it is! The destiny
of a nation, the course of a human life, the ac-
tion of all mankind are swayed by it.
"Many laugh at sentiment and pretend they
have none. Believe them not! - Somewhere in
the secret chambers of thought is a remem-
brance of old loves, the tender touch of a van-
ished hand; buried deep in an ancient trunk or
bureau is a packet of letters, a diary inscribed
in youthful days, or perhaps a faded shawl that
once covered the frail shoulders of a beloved
mother.
"The best-loved songs of all time have been
songs of sentiment. Other songs may come,
have their day, and disappear. But the song
that voices a true-sentiment, spoken from a full
heart, remains.
"Such a song arises only too seldom from
the world's turmoil, but when its rare melody
at last is heard it stirs the hearts of millions.
Such a song is a power for good, a creator of
joy unmeasured, a flawless diamond gleaming
among earth's dusty pebbles."
BUYS CONTROL OF
OF ENGLAND
Limited amount of Gramophone Co. Stock for sale. Full information on request.
FRED W. KNIGHT,
::
306 Widener Bldg., Philadelphia, Pa.
THE SUCCESSFUL PROMOTION OF RECORD SALES BY MAIL
Three Letters That Have Been Used With Excellent Results by Victor Dealers in Ohio—The
Advantage of Making a Direct Appeal to the Prospective Customer
The Eclipse Musical Co., Victor wholesaler
of Cleveland, O., recently selected three let-
ters, reproduced below, as being especially good
examples of what some of its dealers were
doing in the way of mail sales promotion. They
are worthy of study, because they contain a
very large measure of human interest and sell-
ing appeal:
November 13, 1920.
Miss Dorothy Moore, Columbus, O.
Dear Miss Moore:—Knowing of your interest in vocaliza-
tion or a well-trained voice, and fully appreciating the
difficulty encountered in the training, it affords us much
pleasure to offer the Oscar Saenger course for your con-
sideration.
We sing a great deal by imitation; then, of course, the
artist's own interpretation means much. \t e believe you
could follow no better leaders in colorature work than Galli-
Curci, Garrison, or Tetrazzini. They all sing "Charmant
Oiseau" from "Perle de Bresil," each perhaps differently, yet
from each you can get a splendid thought that you may
apply to your own work.
All the necessary technique and exercise for the develop-
ment of perfect vocalization are provided and explained in
the Oscar Saenger Record Course, just as they are in Mr.
Saenger's own school. Mr. Saenger is, and has been, the
teacher of such artists as Althouse, Garrison, Jacoby, Rap-
pold, Baker, Scotti and Hempel.
We know it to be a wonderful advantage to be able to
possess these lessons.
In our music room we have all of the Victor Artists'
records, and would be glad to have you come and hear them
any time at your convenience.
We desire to give you such service as will enable you
to enjoy and appreciate this much-prized course. Very
truly yours,
T H E MOREHOUSE-MARTENS CO.
November 13, 1920.
Miss Margaret Mary Anderson, Columbus, O.
Dear Little Miss Anderson:—Do you like bedtime stories?
And if so, have you ever heard this story of the big dog
and the kitty cats? Well, even if you have, I shall tell it
to you again.
"Once upon a time there was a big grey mother cat who
had a little grey kitten. The mother cat lay on the porch,
the little grey kitten cuddled close to her mother's warm,
soft fur, and said 'Purrrrr.'
"Suddenly, around the corner of the porch came a big—
black—dog, who said, 'Bow wow,' and ooh-h-h! what hap-
pened to that dog?" . . . and the balance of this story
is the very interesting part.
Due to the fact we have many little girls to write (you see
we are very busy), we cannot send you stories complete, or
very often; but if your mamma would come to nur store and
buy you a record of the many stories, you would enjoy
every one because they are told on the record just as I began
to tell it here.
If your mamma wishes, she can bring you to our Music
Rooms any time to hear the lovely songs and stories for little
boys and girls.
We hope to see you real soon, and have you hear these
little stories of "Tom Thumb," and "Chicken Little," and
many others. Your very good friend,
THE
MOREHOUSK-MARTENS CO.
GALLI-CURCI SAID:
"The Victrola has been my greatest teacher"
With this statement in mind, we wish to tell you of the
real value the Victrola and Victor Red Seal Records can be
to the Music Teacher and Student.
liy listening to the records of the Red Seal Artists you
can benefit by their masterful rendition of many of the
world's famous compositions.
You can study Opera with Caruso, Melba, Farrar, or
Scotti; Oratorio with Evan Williams, Louise Homer, Wither-
spoon; Concert Songs with McCormack, Alma Gluck, de
Gognrza, Galli-Curei or Mabel Garrison; you can study
Violin with Heifetz, Kreisler, Elman, Maud Powell or Zim-
balist; Violoncello with Hans Kindler; Piano with Paderew-
ski, Cortot or Rachmaninoff.
You can repeat their records as often as desired and by
playing over the part you are particularly interested in
become thoroughly . familiar with the artists' vocalization
and interpretation.
We extend an invitation to the Music Teachers, Musi-
cians and Students of Pittsburgh to come to our Victrola
Department and make use of our large library of Victor
Records. We will gladly play any of them for you at any
time. Yours very truly,
T H E ROSENBAUM CO.,
Victrola
Department.
THE WINDOW AS A SALES MAKER
CONSOLIDATION IN CANTON, 0 .
Excellent Work Achieved by the Talking Machine
Co., Philadelphia, for the Jones Motrola
E. H. Woomer Phonograph Co. Merged With
the Geo. C. Wille Music Co., That City
PHILADELPHIA, ^PA., February 7.— The Talking Ma-
chine Co., Victor dealer of this city, lias featured
the Jones Motrola in a particularly attractive
window display in several of its seven retail stores
BECOMES STEGER DISTRIBUTOR
CANTON, O., February 7.—One of the most im-
portant deals in local music trade circles was
the announcement recently of the merging of
the E. H. Woomer Phonograph Co. with the
George C. Wille Music Co. Although owned
by George C. Wille, the store of the Woomer
Phonograph Co., Cleveland avenue SW., will
continue to operate by its former policy and
E. H. Woomer will continue as manager. The
Woomer store handles the Brunswick phono-
graph and the same make of records, while the
Wille store has been established here for about
seven years and is one of the best-known retail
music houses in the city.
E. V. Martin Secures the Steger Phonograph
Representation for State of Pennsylvania
OPENS STORE IN F0RDHAM
PHILADELPHIA, PA., February 7.—E. V. Martin,
of 1025 Arch street, has been appointed distribu-
tor of the Steger line of phonographs for the
Slate of Pennsylvania and surrounding terri-
tory. This concern has a well-established whole
sale organization and is well experienced in the
distribution of talking machines in this section
of the country. In conjunction with the Stegei
phonograph the Gennett record will also be dis-
tributed as well as the Tonofone needle.
How Jones Motrola Was Featured
in this city. In the window "shown herewith the
entire space has been given over to a display of
Motrolas and features the five-dollar monthly
payment plan.
The Excel-O-Phone Talking Machine Co. has
recently opened a new talking machine shop at
12 Eas.t Fordham road, New York. This new
shop will carry a line of Lawson phonographs
and Gennett records, also the Lawson piano. A
repair department is to be installed which will
take care of all kinds of repair work under the
supervision of an expert mechanic. R. W. Man-
gam, the proprietor, will have active charge of
the new store.