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NOVEMBER 1,
THE
1924
MUSIC TRADE
REVIEW
How Justin Bros. Use the Follow-Up
A Successful Plan Used by Justin Bros., Well Known Neighborhood Dealers in Chicago—The Paramount
Importance of the List of Names in This Type of Work—Classifications Which Keep the
Mailing List Accurate—The Follow-up Card System in Making Collections
I
NTEREST charges, time payments, sales-
men, newspaper advertising, program adver-
tising, etc., all receive their due share of at-
tention from retail music merchants; but from
the first to the last of this merchant's problems
you probably will not find one feature so neg-
lected, yet, so important, as the follow-up.
As a rule, this phase of advertising or cor-
respondence is confined to the selling of music
rolls, records, etc., when as a matter of fact,
it can be made one of the strongest advertising
weapons in the presentation and even selling
cf expensive instruments. There are few ways
of getting a message before prospects at so
little expense. There are few ways of advertis-
ing in which the ingenuity of the advertising
man can be displayed so markedly. There are
few ways of advertising in which mediocrity
falls so flat, real ability brings greater results.
The follow-up in the hands of the live music
merchant can be made something vastly more
important than simply a monthly announcement
of rolls and records. It can build prestige, carry
on educational work, arouse interest, maintain
interest, inspire confidence, locate prospects,
eliminate dead prospects, check up advertising,
get inquiries, make collections, supply personal
contact and develop general good-will.
By the use of well-prepared illustrated en-
closures it can drive home talking points, secure
immediate action or pave the way for the can-
vasser. The uses of the follow-up are infinite.
The music merchant who fails to study this
feature of his business and apply it to his sales
is missing out on one of the really effective
ways of extending his business.
How Justin Bros. Use Follow-up
Justin Bros., located at 5247 West Twenty-
fifth street, Chicago, are progressive neighbor-
hood dealers who have built up and increased
their business to a large extent through the
follow-up system. This concern employs the
system in following up both prospects and
customers, as well as in making collections,
carrying on educational work and building
prestige.
Not only is the preparation of a list im-
portant, we found in an interview with Frank
Justin, but the maintenance, the correction and
up-to-dateness of the list is the object of con-
stant attention. As to the compilation of a
list there are many sources and Justin Bros,
use city directories, telephone directories, sales-
men's records, inquiries from advertisements,
names obtained in the store, notices of wed-
dings, etc., and so on. One especially which is
working very successfully in adding to the pros-
pect list is through the distribution of 20,000
circulars twice a month throughout the neigh-
borhood.
Of course, city, telephone or miscellaneous
directories of any kind cannot be used of them-
selves alone unless the dealer has some pur-
pose in mind whereby he plans to circulate all
classes; those who own pianos and musical
instruments as well as those who do not. In
the matter of announcements such as openings,
etc., this sometimes proves practical, but the
value of the mailing list to the piano merchant
lies in its being made up of possible prospects
for the most expensive musical instruments as
well as for the smaller instruments and acces-
sories. City and telephone directories can be
used in conjunction with other methods, but
Highttt
Quality
perhaps the most effective way of getting pros-
pects is by means of census taking or personal
canvass.
This latter method is used by Justin Bros, in
-conjunction with other methods. The salesman
is given a card entitled "Salesman Interviews,"
and he puts down the name, address, and re-
marks of the prospect interviewed. Also on
this same card under the title "Inspection"
the salesman makes calls on the customers in
the territory he is working, likewise listing the
names, remarks, etc. Then all this information
is transferred on other cards, each prospect re-
ceiving an individual card listing name, address,
salesman, prospect for, source, date, calls, re-
marks—and then the follow-up work is begun.
List Should Include Only Live Prospects
"The big thing to be remembered is that the
list should include live prospects only, so far as
it is possible to secure these," says Mr. Justin.
"The list compiled through personal canvass is
more or less accurate and test mailings will
show whether or not the follow-up is to be
worth while.
"There are a number of classifications neces-
sary in order to keep the mailing list accurate.
The first classification in carrying on follow-up
work should be to separate the files of the pros-
pects and customers. The best method, and one
which prevents confusion, we have found, is to
keep two separate files and when the prospec-
tive customer becomes a patron simply transfer
the card. The card system we have found is
the most efficient for classifying lists of pros-
pects and customers. It is convenient to go
through and check and at the same time it
occupies the least space. The next step is to
classify the cards alphabetically according to
name, and in this connection individual guide
cards are used to divide the list as much as
desired. All our cards show just what letter is
to be sent and the key for this is found under
the title "prospect for" whatever it happens to
be. The same thing applies in the customers'
file under the title 'instrument.'
"Now take, this card, for instance, in the
prospect file. We find that it is a grand pros-
pect. Here are the dates on which various
grand letters were sent, showing five letters
sent in all. Shortly following the last letter a
Gulbransen grand was sold."
There is power in well prepared literature
lhat comes to the mildly interested housewife
and further interests her to the point where she
is ready to listen to the salesman when he
comes around. Justin Bros, have endeavored to
prepare letters as correct as the product they
are selling, so that they shall not fall flat. Space
does not permit reproduction of these letters,
but suffice to say they have been given careful
thought and that each message has aimed to
promote one or more of the many advantages
that the follow-up offers, as mentioned previous-
ly. These letters are so varied and segregated
as to carry just the message desired, that they
appear to be personally written letters. At the
same time, after the system has been put in
working order, a clerk can take care of the
mailing. A letter is sent to a prospect on the
average of once a week.
These letters, it is pointed out, do not have to
be high pressure salesmanship material, but
such things as will appeal to the prospect and
continue to hold his interest. For example,
whenever a new line is added, special announce-
ment is made through the mail. Advantage of
special holidays is taken, days of significance
such as "Mother's Day," annual clearance sales,
etc. The same letters can oftimes be sent to the
customers as well as the prospects, but dis-
cretely. The addition of a new department can
usually be announced to both prospects and cus-
tomers, while on the other hand a tuning, polish-
ing and repairing letter, as it is called, which is
sent to the customers, cannot be sent to a pros-
pect as well.
Follow Up the Customers
After the instrument has been sold, this same
card is taken and turned over on the other
side for customers' record. The date of sale
is given, instrument, salesman, etc., and the
follow-up is used as intensely as during the
selling. A form is made out with columns for
first inspection, letter of thanks, letter of pros-
pects, second inspection, third inspection, and
tuning letter.
In like manner the follow-up card system is
used by this firm in making collections. The
card from which the collections are made con-
tains everything necessary to an accurate follow-
up. At the top of the card the twelve months
are listed and the little flag above the month
shows at a glance whether or not a letter should
be sent. A letter is not sent the first time,
simply a post card as a reminder, followed by
another post card and then several letters of
about the usual type of collection letter are sent
if the customer has not remitted.
Large Business Done
Justin Bros, handle a very large neighbor-
hood trade business, and they work earnestly
their entire business. Jerry Justin was the
winner in Illinois in the recent Gulbransen
sales contest. In addition to Gulbransen, the
company handles the Weaver pianos and Victor
and Brunswick phonographs. The company has
really outgrown its present location and a new
two-story building is being planned to be
erected at the corner of Twenty-fifth street and
Fifty-second avenue, which will more than dou-
ble the present space. A goodly portion of this
growth is attributed to intensely working the
follow-up.
Foreign Credit Information
Offered in New Pamphlet
Department of Commerce Prepares to Issue
New Volume Giving Sources of Credit Infor-
mation in Foreign Trade Centers
WASHINGTON, D. C, October 27.—The Interstate
Commerce Commission has refused to recon-
sider its recent decision in which reductions in
express rates in the West and South were
ordered, to become effective in the near future.
Applications for the reopening of the case
and the consideration of further testimony re-
garding rates and earnings in those sections
were submitted by both the American Railway
and the Southeastern express companies.
The commission's decision, in addition to
lowering rates in the West and South, provides
for slight increases in the rates in the East and
for a realignment of the boundaries between
zones with a view to equalizing rates more gen-
erally.
Highest
Quality