Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
MARCH 18,
1922
THE MUSIC TRADE REVIEW
Making Sales Through Repossessions
Instead of Regarding the Repossessed Piano as a Necessary Evil, the Music Dealer Will Find That It Will Prove a Valuable
Adjunct in Increasing His Business if He Will Handle Its Sales Properly—Purchasers of Used
V
Pianos Are Potential Customers for New Instruments in the Future
In these days when intensive sales methods are
necessary the retail dealer must take advantage
of every opportunity to get business. One valu-
able avenue of increasing sales of new instru-
ments brought about by the universal policy of
repossessing pianos is often overlooked by mer-
chants. The repossessing of pianos is looked
upon as a necessary trade evil, but the dealer
who is alive to the possibilities in this branch of
his business turns the evil into good and prospers
accordingly.
The average merchant places the repossessed
pianos on his floor and is glad to get rid of them.
He resorts to special sales, simply to clear his
floor, and when a sale is made in many instances
he heaves a sigh of relief and forgets about it
immediately afterward. This is poor business
and it means a loss of immediate and future
profits to this dealer. When an old repossessed
piano is sold, and it is in poor condition, an
enemy has been made for the establishment. No
matter how cheap the selling price is, the buyer
will expect maximum service from the instru-
ment.
There is a good reason for this, brought about
b\ the fact that only two classes of people buy
used instruments. One class consists of those
people who buy a used a piano so that their chil-
dren can take lessons. When the child has mas-
tered the technique of playing to a certain degree
either the parents or the child become ambitious
to secure a finer instrument. Now, it is the
most natural thing in the world for this cus-
tomer to avoid a store where a used piano, which
ought to have been scrapped, was foisted upon
her.
The second class of people who buy used
pianos is that vast army whose love for music
compels them to secure a piano, even though
their finances are limited to such a degree that
they cannot afford to purchase anything but a
used instrument. The merchant should have
vision enough to consider the future. People do
not always remain in stringent circumstances,
and at some future time these people may be in
the market for a new and more expensive piano.
If this is so they most certainly return to the
store where they have been treated with con-
sideration.
Perhaps the story told by a live-wire piano
store manager, who sells a great many old and
new instruments, will best illustrate the points
with which this article deals. In an interview
recently this manager said: "Instead of a neces-
sary evil, the repossession of pianos has.become
a means of increasing our sales of new pianos.
One thing we make certain of here, and that is
when a used piano is taken in we do not place it
on the floor until it is absolutely in perfect condi-
tion. We go to considerable expense to do this
because we have found by careful observation
that it pays, and pays well in the end.
"We sell a great many used pianos here. When
a person comes into any of our stores and buys
a used piano we consider that person as a mighty
good prospect for a new piano at some future
date. When these customers come into the store
to make payments I take good care that they
have an opportunity to hear one of our new
pianos, or perhaps a player-piano. Every person
who loves the piano as a musical instrument de-
sires the best that he or she can afford, and we
work with the idea in mind that every customer
will be able to buy a new piano some day or, in
the case where an ordinary piano is owned, a
player-piano or a reproducer.
"The number of sales made of new instruments
resulting directly from the original sale of a used
piano is surprising. We have endeavored to keep
track of the new pianos sold in this manner, and,
as near as we can estimate, approximately 40 per
cent of our customers who have purchased a used
piano have later purchased a new instrument of
some kind.
"I sold a reproducing piano yesterday to a
man who had not completed his payments on a
$250 used piano. Of course, it isn't always pos-
sible to sell a high-priced instrument such as this,
but it is very often possible to sell a player-piano
to these customers. We make it a rule here to
try and interest customers in player-pianos, be-
cause people who are unable to play invariably
turn to this instrument in the end.
"I have one used piano on the floor now which
has just been returned to me by a customer who
bought a new piano. This used instrument has
become an old friend, and when 1 sell it I am
pretty certain that it will come back eventually,
bringing a customer for a new piano. This par-
ticular instrument has been sold by me three
times, and each time that we have repossessed it
a new piano went out.
"Another thing—it is much easier to approach
and talk business to a person with whom you
have already done business. If the sale of a
used piano has been made and you have treated
the customer squarely and secured his or her
confidence there is little trouble in getting his
close attention when you start to talk new pianos,
and you have a tremendous factor working for
your success, because the customer is a good
prospect, you are his friend, and he finds no diffi-
culty in distinguishing the vast difference be-
tween a piano that has been in use for perhaps
many years and a new, perfectly adjusted, high-
grade instrument."
SOUTH WELCOMESJSEW SHIPMAN CO.
BAKER MUS1CCO. TO EXPAND
Organization o. the Sh'pman Piano Co. Arouses
Interest in the South—New Company Receives
Large Initial Order for Pianos
Prominent Albany, N. Y., Music House Plans'
to Increase Capital—New Officers and Direc-
tors Elected at Annual Meeting
The organization of the Shipman Piano Co.,
Inc., at High Point, N. C, as announced in a re-
cent issue of The Review, is creating consider-
able interest in musical circles in the South, and
the Southern newspapers are featuring the new
company in their news columns. The Review
article, almost in its entirety, appeared in the
High Point News, published where the head-
quarters of the company are located.
Although the concern has not actually begun
operations, an initial order for one hundred
pianos has already been received for delivery in
July, according to an announcement made bv
W. G. Shipman. president of the company.
Other officers are Thomas G. Baker, vice-presi-
dent and'factory manager, and John A. Holmes,
secretary and treasurer.
ALBANY, N. Y., March 13.—The stockholders of
the Baker Music House, Inc., this city, at their
annual election recently voted to increase the
capital stock of the company from $275,000 to
$1,100,000 and also decided on changes in the
certificates of incorporation to provide for ex-
pansion of the business. The following direc-
tors were elected for the next fiscal year: C. F.
Baker, R. J. Carman, J. A. Kelley, M. Buck,
j . J. Hagerty, E. D. Oaster and A. E. Nolder.
New officers are as follows: President, C. F.
Baker; treasurer, E. D. Oaster, and secretary,
J. A. Kelley.
HONOR HERBERT_SIMPSON AT DINNER
Herbert Simpson, president of the Autopiano
Co., was the guest of his associates in the Koh-
ler Industries at a dinner held at the Hotel Astor
last Wednesday evening in honor of his recent
promotion to the presidency of the company.
Those present were: B. P. Sibley, Wm. J. Behr,
Wm. Bowles, E. Neff, G. L. McCoy, W. P. H.
Bacon, J. B. Schwarz, G. Mclntyre, G. Camp-
bell, E. E. Vidaud, Wm. C. Heaton, H. La Joie,
Wm. J. Barton, J. T. Gibson, W. A. Mennie,
J. R. Hartpence, Wm. M. Plaisted, J. H. Parn-
ham, E. H. Vogel, E. Vail, W. L. Knebel, G. W.
Allen, C. Gibson.
HILLSBORO MUSIC SHOP OPENS
HILLSBORO, O., March 13.—The Hillsboro Music
Shop recently held a formal opening in its fine
new quarters in the Masonic Temple here. Many
residents of Hillsboro and the surrounding com-
munities were present and souvenirs were dis-
tributed to members of the fair sex who at-
tended.
Peate's Music House, Utica, N. Y., has been
granted a charter of incorporation, under the
laws of this State, with a capital of $50,000. In-
corporators are: \V. H. and J. L. Peate and
C. A. Gurlev.
/
NEW BUILDING FORSTIEFF BRANCH
Prepare for the Construction of New Building
to House Charlotte, N. C, Branch
CHARLOTTE, N. C , March 13.—Plans are under
way by Charles M. Stieff, Inc., of Baltimore,
Md., for the construction of a handsome new two-
story building to house the local branch of the
business, which is now located at 219 South
Tryon street. The new building will be located
on the corner of South Tryon and West Third
streets, one of the best locations in the city.
MUSIC FIRM HANDLES LIVE STOCK
The Sellers Music & Live Stock Co., of Coffee
Springs, Ala., was recently granted a charter
of incorporation in that State, with a capital of
$1,000. This concern is one of the most unique
engaged in the music business. In addition to a
general line of musical merchandise, live stock
will be handled.
PLAN ASSOCIATION BULLETIN
The National Council of Traveling Salesmen's
Associations is considering publishing a four-
page leaflet containing information about the
twenty-seven associations affiliated with the coun-
cil. It is believed by those backing the plan that
a bulletin of the kind would help business men
to become better acquainted with the work car-
ried on by the organization. Definite action on
the plan is expected to be taken soon.