Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
The Music Trade Review
the purchase of a piano is usually delayed.
There is also the possibility that when the can-
vasser calls and suggests the purchase of a
piano, the prospect will begin to shop around,
and soon several stores will have the name of
that party. This means that if the salesman
does not follow up the lead immediately he will
soon have a great deal of selling resistance to
overcome that would otherwise not have ap-
peared."
Grosvenor Music House
The Grosvenor Music House, 1022 Wilson
avenue, directs its efforts to keeping in close
touch with new districts where new homes are
being erected. It is explained that these dis-
tricts offer an exceptionally good field for can-
vassers to work as a source of securing pros-
pects. Wm. F. Grosvenor believes, however,
that other sales methods should be used also, as
the canvasser does not always give the correct
presentation of the house's reputation. The can-
vassers work on a drawing account and com-
mission basis, but closing the sales is done by
the head of the house.
Large Loop Houses
The canvassing plans used by the loop stores
which have adopted this method of securing
sales have a great deal of similarity, varying,
however, with the size of the house and other
sales policies. It seems that the canvassing
method is most effective, providing an efficient
sales force has been built up, when a high-
grade newspaper advertising campaign is run
to develop the prestige and name value of both
the instrument and the house.
Houses which use the canvassing system have
found by experience that it is more profitable
to build up the canvassing and sales force
gradually, beginning on a small scale and in-
creasing in accordance with the growth of the
business. The following plan has been adopted
by a number of the larger houses with unusual
success.
First, ambitious and inexperienced men are
engaged to learn the business of canvassing
under the guidance of an experienced sales-
man. It has been found that the man who is
inexperienced in selling pianos is more success-
ful in following the methods of the house than
an experienced piano man. In coping with the
problems that a canvasser is confronted with,
certain methods have been adopted which are
calculated to help the solicitor, and if he fol-
lows the instructions of the experienced sales-
man, who directs the efforts of the new man,
the canvasser will have more success than if
he works according to his own methods.
These new recruits are started at a salary
of from $18 to $25 a week, and after a short
time, when the man has developed ability, and
if he is willing to work, his earnings are in-
creased. At the end of a six-months' period,
or sometimes before, when the man has gained
a knowledge of intelligent canvassing and ability
to stimulate piano sales, he is given a commis-
sion in addition to his salary.
These men are thoroughly schooled in the
methods of approach, selling talk, etc., at daily
and monthly meetings. Then in addition they
are under the guidance of an experienced sales-
man or department head. Where the firm is
large enough to have a crew of from fifty to
eighty men, the city is blocked off into sections,
and each crew head with a staff of from four
to five men has a certain section in which to
work, so that there will be no repetition, as
this, as can readily be seen, is very costly.
While the city is covered once a year, there
are certain localities which are canvassed twice,
due to the two moving seasons and the numer-
ous changes in residences.
After the crew manager works with the new
canvassers he allows his men to use their own
judgment in selecting prospects to work upon,
while he takes care of the closing of the sales
on the floor. In most instances, the canvasser
does not attempt to close the sales, but simply
interests the prospect to the extent of bringing
him into the store. When a canvasser telephones
to the store that he has a prospect who is in-
terested in seeing the pianos, an automobile is
provided.
In some instances it is demanded by the
sales manager that a man bring or turn in a
certain number of prospects a day, at the same
time, however, emphasizing that at all times
these must be good prospects. The canvasser
realizes also that it is useless to turn in a name
that is not good, as all that are turned in are
immediately followed up vigorously by the floor
salesman. With other canvassers who do their
best to secure prospects, it is not necessary to
stress the point of bringing in any specified
number. In other words, various methods are
used in handling the men and keeping them
sold and enthusiastic in their work.
These
points will present themselves to the sales
manager in his experience with the canvassing
system.
While they might sometimes be in-
significant or incidental they are an important
part of the campaign, and if not carefully han-
dled will cost the house hundreds of dollars.
On account of the necessity of securing the
consent of two or more members of the family
before the purchase is made, a number of the
stores find it profitable to keep open evenings
in order that these people can select the instru-
ment and decide together on just what they
want. In several stores it is found that at the
present time about 50 per cent of the business
is done in the evening. It seems that a greater
percentage of the player business is done in
the evening, while the greater percentage of
the grand business is done during the day.
It is important also, although the floor sales-
man points out the advantages of the new
instrument and sells it when possible, to have
a selective stock of used instruments to sell the
prospect. These should be priced high enough
so that there is a good profit, as low bargain
prices are misleading, and also detrimental to
the floor man, who, of course, tries to make a
good sale. When the canvasser brings the
prospect in on a special-priced player-piano,
the prospect will find that there is a selective
stock of these instruments on the floor.
It is because of the obvious obstacles that
arise when talking low prices that it is im-
portant to emphasize the name of the piano
and its importance to the musical world rather
than low price, which provides a well-balanced
campaign, and rounds out the efforts of the
canvasser as well as the floor salesman.
Cable Piano Co.
The Cable Piano Co. has a large staff of
salesmen rather than canvassers who are thor-
oughly schooled in selling methods. These men
are capable not only of finding business, but
also of selling the prospect. They work on a
salary and commission basis.
hyon & Healy
"Selling is like mathematics," said H. H.
Fleer, vice-president of Lyon & Healy, and
manager of the piano department. "There are
so many people that the canvasser can see, so
many prospects that he can secure, and so many
sales that can be made, according to the law
of averages.
"We have about thirty canvassers in the field
working different sections of the city. For each
four or five canvassers there is a crew manager
to direct their work and a department manager
for each group of eight men that supervises
the work of the men in the field. The territory
i." allocated so that there will be no repetition,
for this is costly.
"In holding the crew managers responsible
for the work of the canvassers, we find that
this system has a tendency to make the can-
vasser more efficient. The crew manager's time
i« taken up with the work of his staff, and,
with a few exceptions, the sales are closed by
the department manager or the outside sales-
man.
"Of course, it is always the non-producer that
adds to the cost of the canvassing system, and
JUNE 18, 1927
the problem is to find the right type of men
to represent the house and carry on the work
satisfactorily. There is necessarily a weeding
out process in order to retain and develop the
better grade of men to carry on the work, and
this should be adhered to if an organization is
to be built up."
Story & Clark Piano Co.
The Story & Clark Piano Co. conducts the
canvassing system along similar lines that are
used by other large loop houses which have
adopted this system. There is a department
manager, a crew manager and three or four
canvassers working under each crew manager
in the field.
Meetings arc held each morning and sales
talks, questions and various problems are dis-
cussed previous to launching up on the work.
They report again at 4 P. M., and then make
their night calls which are an important part
of the work. In the early hours of the evening
the family is usually at home and as it is neces-
sary many times to reach various members of
a family and sell them this can be accomplished
between the hours of 6 to 7 P. M.
F. A. Winter & Son Adapt
New Type of Advertising
Use Small Space in Local Papers to Emphasize
Importance of Considering Quality in Decid-
ing Upon Piano Purchases
F. A. Winter & Son, well-known music house
of Altoona, Pa., has been carrying on a new
and interesting advertising campaign in the
newspapers of that city with a view to im-
Musical Punchboards
are dangerous—you can buy a PIANO here with-
out guessing at its quality. Make your own in-
vestigation.
WINTER'S
1415
11th Avenue
Cheapness—
is the poorest excus* possible (or buyirfg a PIANO.
In the language of a. noted motor car company
"Atk the Man Who Own* One"
WINTER'S
pressing upon the public the necessity of look-
ing for quality and reliability when making
piano purchases. The copy occupies space two
inches deep and two columns wide, and is boxed
in with a heavy rule. Snappy headlines and the
company's name stand out prominently in bold
type and only two or three lines are given over
to the text proper. The new type of advertis-
ing has attracted considerable attention.
Young American Soprano
Praises the Ghristman
Teresa Gluck, Who Has Won Rapid Success
in the Operatic Field in Italy and Elsewhere,
Purchases Piano of That Make
Teresa Gluck, the young American soprano,
who has aroused much interest because of the
rapidity with which she has come to the front
in operatic and concert circles, and particularly
for the impression she made upon the critical
authorities in'Italy, recently purchased a Christ-
man & Sons piano for her own personal use.
After the instrument was delivered Henry
Christman, of Christman & Sons, received the
following letter from the young artist:
"In grateful appreciation accept my thanks
for your lovely Christman piano just purchased.
It inspires me with its brilliant, warm, singing
quality of tone."