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NOVEMBER 1,
1924
THE
MUSIC TRADE
51
REVIEW
THE TALKING MACHINE TRADE
Enthusiasm the Keynote of Selling
Says Horning of Stix, Baer & Fuller
Manager of the Phonograph Department of Big St. Louis Department Store Tells How He Has
Built Up a Big Volume of Sales in Handling the Sonora Line
U*NTHUSIASM is the keynote of selling, ac-
cording to E. S. Horning, manager of the
phonograph department of Stix, Baer & Fuller,
one of the largest Sonora dealers in St. Louis,
Mo. Writing in "The Sonora Bell," for October,
Mr. Horning states as a principle that the sales-
man must be first sold on the product before
attempting to sell the consumer.
E. S. Horning
Mr. Homing's Sonora sales records bear
ample witness to the efficacy of his methods.
He has a wide experience in the phonograph
business. He conducted his own store in Bos-
ton for a number of years. His remarkable
merchandising activity attracted the attention
of Stix, Baer & Fuller and led them to make
him a proposition to manage their phonograph
department. Thoroughly believing in the policy
of handling quality merchandise, Mr. Horning
took on the Sonora line and has made an un-
qualified success with it.
"All phonograph sales are in proportion to
the enthusiasm created for the instruments
which are presented," says Mr. Horning. "The
product must first be sold to the sales people
before they, in turn, can present it to the public
properly.
"The one big problem of a sales manager is
his difficulty in organizing his sales producers
to the point where they are thoroughly enthused
about the products he plans to sell. Many man-
agers have had the experience of buying instru-
ments in which they thoroughly believed, but
have found, that for some unknown reason the
instruments failed to respond to sales efforts.
"After analyzing the situation, it has been
found, if the instrument is a quality product,
that it has been due entirely to the sales man-
ager's negligence in failing to properly present
the merchandise to his organization. In this
period of phonograph manufacturing, there is
no reason for any reputable house having mer-
chandise below a standard. With this type of
merchandise, you are so situated that you can
truthfully advertise and base all statements upon
honesty of product and meet competition fairly.
While it is true that the daily newspapers are
the most powerful form of advertising, it is also
admitted and proved that personal contact with
the customer is the paramount sales producer.
"All phonographs are sold by comparison,
for the public has been educated to a great ex-
tent to the qualities of instruments manu-
factured. In this modern period of sales effort,
it is true that qualities play an important part
in sales. But one must not overlook the
decorative values of the instruments which are
now being manufactured, as the customer is
vitally interested in the particular style that will
best fit into his home environment.
"It is very fortunate that the larger stores,
especially the department stores, are in a posi-
tion to picture for their organizations condi-
tions which assist them materialy in getting
results. However, the proprietor of the smallest
phonograph store can do the same by observa-
tion, study and contact with fellow merchants.
A good phonograph salesman should have a
fair knowledge of interior decorating and be
in a position to discuss the types of instru-
ments that fit with the different types of period
furniture which is now being manufactured.
More and more consumers are demanding musi-
cal instruments from a decorative value.
"A new situation in selling is here and we are
now training our salesmen in the selling of
radio to the customer. As the radio is a form
of entertainment, it is logical that it should seek
its position as a combination with the phono-
graph. The organization that lacks in vision
as to this fact will find itself somewhat dis-
couraged in sales results.
Service the Issue
"Service to the customer is the big issue; not
by talking, but by actually doing. In view of
intensive competition, it is important for an
organization to be individualistic and creative.
Standard modes of ethics are always character-
istic of well-organized concerns, but if one
wishes to obtain the greater results, it is im-
portant that new ideas, ways and means of sell-
ing be inaugurated at all times. These new ideas
are found within your own organization, if
proper personal contact is maintained. Always
listen to your employes' ideas.
"The manager who overlooks the potential
gray matter of his employes is overlooking one
of the greatest assets obtainable. Sonora
products have a reputation that is worthy of the
highest consideration on the part of everyone
who represents the line. There is no need for
misrepresentation in any form, at all times your
advertising can contain absolutely truthful
statements, and a customer can always be as-
sured of receiving dollar for dollar value and
utmost satisfaction.
"A good line of quality phonographs, plus
enthusiastic presentation by your salesmen, plus
sound belief in the line, yourself, and a determi-
nation to put it across in a big way, is certain
to add up to a sum total of unqualified success;
this year and all others to come."
Nolan With Brunswick
Richard H. Nolan, well known in phonograph
sales fields and recently with C. Bruno & Sons,
Inc., New York, has joined the sales force of
the Eastern phonograph division of the Bruns-
wick-Balke-Collender Co. He has been assigned
to New York State territory and will work
under the supervision of H. A. Beach, sales
manager of the Eastern phonograph division.
Toledo Talking Machine Go.
Sold to Grinnell Interests
Victor Wholesale Business in Toledo Taken
Over by Grinnell Bros, and Cleveland Talk-
ing Machine Co. Last Week
TOLEDO, O-, October 27.—Directors of the Toledo
Talking Machine Co., Victor wholesaler, met
at the offices of the company here last week
and formally ratified the sale of the stock of
Victor merchandise, good-will, accounts, fixtures
and the like to Grinnell Bros., Detroit, Mich.,
and the Cleveland Talking Machine Co., Cleve-
land, O., both Victor wholesalers. It will be
recalled that the latter concern recently took
over the interests of the Eclipse Musical Co.
The Toledo headquarters for the distribution
of Victor merchandise will be maintained until
January 1, 1925, after which date the local house
will be discontinued and its business will be
carried on from Detroit and Cleveland. Chas.
H. Womeldorff, Warren L. Kellogg, Walter L.
Schroeder and Arthur S. Leybourn, whose years
of experience in the Victor field is favorably
known in this market, will remain with the new
company. Messrs. Kellogg and Schroeder will
continue to call on their trade.
The Toledo Co. was organized ten years
ago and was controlled by the Ludwig Piano
Co., New York. C. A. Ericsson, president; J. J.
Ryan, vice-president, and L. D. Perry, treasurer,
all New York men; Chas. H. Womeldorff, sec-
retary and general manager, and Warren L.
Kellogg, assistant secretary, of Toledo.
Changes Announced in
Victor Traveling Staff
Several Changes of Territory and New Assign-
ments Follow Annual Meeting of Members
of Traveling Department in Camden Recently
CAMDEN, N. J., October 25.—A number of new
appointments and several new assignments of
territory were announced following the recent
annual convention of the staff of the Victor
traveling department held at the headquarters of
the Victor Talking Machine Co. in Camden,
N. J. The new members of the staff include
A. W. Deas, Jr., who will cover Brooklyn,
N. Y., and Connecticut, succeeding A. H. Levy,
who is in charge of the Victor exhibition rooms
opened some time ago on Fifth avenue, New
York; B. L. Plank, assigned to Texas and
Louisiana territory; C. V. Price, with head-
quarters in Denver; C. B. Gilbert, as assistant
to B. F. Bibighaus, New York City, and F. G.
Hawkinson, who will act as special representa-
tive. C. C. Hicks has been transferred to Min-
nesota to cover the St. Louis and Kansas City
territory, succeeding in the latter district T. L.
Husselton, who is in charge of the Victor exhi-
bition rooms at Atlantic City.
The following travelers will continue to cover
the same territory as heretofore: R. C. Hopkins,
Newark; R. A. Drake, Albany; D. S. Pruitt,
Atlanta; F. C. Erdman, Cleveland; R. A. Bart-
ley, Philadelphia; G. L. Richardson, Des
Moines; W. T. Davis, Baltimore; W. R. Lewis,
Detroit; J. A. Frye, Boston; R. P. Hamilton,
California; B. F. Bibighaus, New York; R. S.
Cron, Chicago; L. S. Morgan, Milwaukee; E. S.
F. Marx, Pittsburgh, and A. C. Mayer, Cin-
cinnati.
The annual meeting, which covered five days,
was under the general direction of F. K. Dol-
beer, sales manager of the company, assisted by
E. J. Dingley, assistant sales manager; C. L.
Egner, manager of the traveling department,
and his assistant, O. L. May.