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FEBRUARY 26,
Milwaukee Board of Education Makes
Appropriation for Musical Instruments
$10,000 to Be Spent for Instruments for School Children—J. B. Bradford Co. Holds
Annual Sales Conference—Telephone as a Sales Aid
X/IILWAUKEE, WIS., February 23.—Music
*• merchants in Milwaukee continue to report
a fair business for this season of the year, some
types of instruments selling, of course, far bet-
ter than others.
The board of education of Milwaukee recently
voted for a requisition of $10,000 worth of musi-
cal instruments for use in Milwaukee schools,
which denotes an increased interest in band
music and musical instruments, according to the
general opinion here. Many dealers have made
bids for the proposition and the order will be
placed in the near future. The board has speci-
fied that it is interested in getting high-grade in-
struments rather than cheaper merchandise. The
better known lines of instruments will be
bought, they say, in preference to those which
have not been widely advertised.
According to William F. Armstrong, manager
of the phonograph and record department of
the Boston Store, interest in phonographs has
been kept up at a high pitch ever since the new
models have been introduced. Mr. Armstrong
says that he believes that people who are really
particular about the kind of music they get will
buy a phonograph in preference to a radio. A
100 per cent increase in business is expected by
Mr. Armstrong over February of last year. Such
an increase was experienced during January and
from all indications, he states, the same thing
will hold good for this month.
Higher-priced machines sell well at the J. B.
Bradford Piano Co., according to Hugh M.
Holmes, vice-president and sales manager. "The
tendency in all lines seems to be toward a
higher class of merchandise," said Mr. Holmes.
Early in February the sales organization of
the J. B. Bradford Piano Co. held its annual
conference at the Milwaukee Athletic Club.
Hugh W. Randall, president of the J. B. Brad-
ford Piano Co., was just about to depart for a
vacation in the South. Hugh M. Holmes, vice-
president and sales manager, outlined plans for
the coming year. After the meeting the mem-
bers took part in the dancing at the club.
A statement was made by F. F. Planner, of
the Flanner-Hafsoos Music House, recently, in
which he said that he preferred to use the tele-
phone to call his customers rather than to have
representatives call on them. He says that he
has found this plan quite successful in his busi-
ness. "Prospects often consider a salesman a
nuisance when he calls at their door or tries to
make an appointment to visit them at their
homes," Mr. Flanner said. "In their evasion of
the salesmen they sometimes become tired and
reconsider their ideas of purchase. The tele-
phone is a direct communication with customers
and if done well may be as effective as a per-
sonal call. We have our salesmen follow leads
in this way and usually the customer decides to
come down to the store and look over the stock
in the particular line in which she is interested.
Circulars or letters are sent to the customer be-
tween telephone calls to hold their attention and
interest.
"The good results which we have had in this
method," continued Mr. Flanner, "has led us to
think more and more highly of the idea, and to
lean less toward the idea of following leads
through salesmen calling at the home."
Among those who called on the trade in Mil-
waukee recently were C. W. Brown, repre-
senting the Aeolian Co.; Howard Morenus, with
the Hobart M. Cable Co., and Paul Fink, of
George Steck & Co.
At the 1927 Sentinel Cooking and Homemak-
ing School, which will open here March 1, Lee
Sims, Brunswick recording artist and popular
radio artist, will entertain Milwaukee house-
wives. Mr. Sims will appear under the auspices
of Edmund Gram, Inc. Impromptu offerings
will be given by Mr. Sims during each of the
sessions.
On February 15, a son, Merle Allen, was
born to Mr. and Mrs. E. Rousselot. Mr.
Rousselot is associated with his father, Joseph
Rousselot, in the Lyric Music Co., 86 Wiscon-
sin street. He is managing director of that con-
cern.
Good Selling Advice of
Broad Application
paigns, etc., to introduce his automobile to the
motoring public.
"He employs retail salesmen and sends them
out on the highways and byways, ringing door-
bells, staging shop displays, etc. Wherever
human beings live or work his salesmen are
telling their story.
"He establishes associate dealers and service
stations and trains them to sell automobiles.
"He enlists the support of owners in develop-
ing prospects.
"His selling efforts cover every section of his
community.
"Creative salesmanship—the kind that goes
out and finds automobile buyers W H E R E
T H E Y ARE—grows two, three or four auto-
mobile sales, where only one grew before.
"Creative salesmanship will make a success
of any automobile business.
"Practice creative salesmanship."
What Will Bring Results for the Automobile
Man Will Also Serve to Develop Sales for
the Piano Man When Backed by Proper
Energy
Mark P. Campbell, president of the Bram-
bach Piano Co., and an earnest student of
salesmanship, has called attention to the follow-
ing article from the pen of Colin Campbell,
which appeared recently in "The Sales Starter,"
the house organ of the Durant Motors Co., and
which the popular piano manufacturer declares
could be made to apply most pertinently to this
trade of ours were the word "piano" substi-
tuted for "automobile," for it urges that the
business comes to him who goes after it prop-
erly. The editorial reads:
Creative Salesmanship
"The past few years have witnessed a remark-
able evolution in automobile merchandising.
"The hail fellow well met whose chief stock
in trade are friendships and an engaging per-
sonality no longer meets the requirements of
modern automobile merchandising.
"To-day's successful automobile merchant
does not wait for his market to come to him.
He takes his product to his market.
"He makes selling easy by using newspaper
space, billboards, road signs, mailing cam-
11
The Music Trade Review
H. G. Decker Resigns
GREENVILLE, TEX., February 14.—H. G. Decker,
who has been identified with the Collins-Decker
Music Co., this city, for several years, has just
announced his resignation and will be succeeded
by J. L. Miller, of Dallas, as secretary and treas-
urer. The latter has been associated with the
Starr Piano Co., of Dallas, for several years,
and well qualified to take over Mr. Decker's
duties. The Collins-Decker Music Co. operates
branches in various points through the State
and surrounding region.
Advertises Everywhere
The use of the side of a delivery automobile
as a medium for display advertising of pianos
was contrived recently by George M. Oschwald,
Oldendorf's Truck
manager of the Lawrenceville, 111., branch of
Oldendorf's Music House. This concern, which
acts as representative for the Milton piano in
Lawrenceville and Mt. Carmel, has always been
attracted to the slogan, "The Matchless Milton,"
and is now enabled to mount this phrase on four
wheels, as it were, so that he who runs out of
the car's way may read. An attractive picture
of the Milton baby grand has been painted on
the body of the truck as well.
Merritt A. Alfred has taken over the interest
of his partner, John M. Gallup, in the music
business of Gallup & Alfred, Hartford, Conn.,
with the latter's retirement. The concern will
be conducted under the old name, according to
its statement.
Pratt Read
Service
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Established i n 1 8 0 6 *
The PRATT READ PLAYER ACTION CO.
Deep River, Conn.