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THE
VOL. 85. No. 25
REVIEW
Published Weekly. Federated Business Publications, Inc., 420 Lexington Ave., New York, N. Y., Dec. 17,1927
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Cows and Pianos
In a Small Texas Center
Some of the Trade-in Problems That Confront Barrier Bros., of Lubbock,
Texas, and the Way in Which This Firm Has Utilized Them to Build Up a
Large Volume of Sales in Its Piano Department—Article by C. N. Tunnell
A
L T H O U G H Lubbock, Texas, is a small
West Texas city of sonic 15,000 popula-
tion, it is the location of one of the most
successful piano stores of the entire State. This
piano firm is none other than Barrier Bros.,
who owns the Barrier Bros.' department store
iif this place. Instead of the piano stock be-
ing a small department of this store, as might
be expected in this size city, this department
occupies one entire floor and is a business with-
in itself.
Clifton Barrier, manager of the piano busi-
ness, can place his finger on a number of cir-
cumstances and reasons why they have been
able to build a large piano trade over their trade
territory, but he is quick to single out the fact
that their trade-in business handled among the
city customers and the farmers of the rural dis-
tricts is the chief factor that is responsible for
this growing business. In the first place, he
finds that he is able to stress small popular
price grands to a fine advantage to his city
trade. As present-day apartments are small in
his city, he finds that he can interest the
majority of his prospects in small grands that
carry a price of from $650 to $1,000 each. These
miniature pianos correspond in proportion to
the sizes of the living rooms. Small upright
pianos are likewise having a fine demand with
the customers of this firm. Barrier accounts
for this tendency as being partly due to the fact
that he and his sales force teach their prospects
that pianos and musical training are not luxuries
in the home, but such education is essential for
the children. As the majority of these pianos
are purchased for the children, the parents
carry out the plan by buying the small sizes,
just as the younger set demands sport auto-
mobiles.
It takes more than a passing appeal to sell
grands or any other type of pianos in this city.
Barrier finds that it takes some actual merchan-
dising methods to build a worth while business.
His salesmen are on both a salary and com-
mission in order to keep personal interest to
the peak. Special attention has been directed
towards the local college faculty, high school
and grade school teachers of the territory, as
i iHE trade-in problem is always a most
•*• important one, with the retail piano
merchant, but due to local conditions in
s:tme. sections of (he ctmnlry it assumes as-
pects which only contribute to making its
complexity the greater. Here is an example
in the firm of Barrier Bros., located in
Texas, and the ivay in which this firm has
solved it. This is a side of the retail piano
trade that is rarely mentioned, yet one that
is more widespread than is generally real-
ized. At any rate it is an extremely inter-
esting condition.
dealers; but not so with Barrier Bros. They are
just another source of direct profit. It so hap-
pens that many of the farmers of the section
have never owned a piano before, and many
of them are not in position to pay $1,000 for
• me, but they are in position to purchase a
used one at one-fourth that amount. The trade-
ins that are taken in on the high-price new
pianos that are sold to the local business men
and salaried customers are then thoroughly re-
conditioned and offered for sale. It is true
enough that a good direct profit is realized on
ihe new piano sale, but in addition, these deal-
i-rs never just attempt to get out on the used
piano sale in order to collect the new piano
profit; they make a second profit. All handling
charges of making the exchange and any extra
charges for rctuning, retouching and work on
the trade-in is charged to that piano, while in
addition a direct profit of some $50 is also added
to the selling price. Naturally, the actual worth
and the allowance made for the piano governs
the resale price, but an average of $50 above
;.ll handling charges is made.
munity keeps its eyes on the college pro-
fessors and teachers, with a result that many
of the citizens attempt to keep in step with the
latest community development.
It matters little to these dealers whether or
not the prospect has a piano on hand or not.
If he does not then it takes some educational
demonstrations to awaken tne actual need of
this merchandise. On the other hand, if the
prospect owns any kind of piano, it means less
effort to convince the prospect of the need of
the best instrument that he can afford, but
it often develops that the prospect con-
siders that he can well do with his pres
rnt piano for some years yet. At this point,
Barrier or his salesman inquires as to wha*
model automobile the prospect drives. Such
actual demonstrations of the difference in ap-
pearance and service to be had from a new
piano often leads to the sale of a new piano
with the old one taken in as part payment.
Trade-ins might be a proposition for some
Then comes another trade-in and a third
profit. Many farmers are of the opinion that
I hey are not financially able to buy a piano,
although it is a good used one worth from $150
to $300. The four salesmen and Barrier take it
upon themselves to prove to many of these
farmers and stock raisers that they are able
to afford a good used piano, or even a new one
in many instances. It often develops that the
farmer has some surplus livestock. Many times
the farmer has made an effort to dispose of
M>me milch cow, herd of hogs, goats, mules or
horses in his own community without success
as his acquaintance is limited. A salesman from
this firm approaches him with a proposition to
lake in any of his surplus stock at a fair price,
which is often more than the prospect had
hoped to get. This stock with a cash amount
cither completely pays for the piano, or if d£-
sired, the customer can pay half with the bal-
ance of the payment in the form of a secured
note and mortgage due in the Fall season of
the year.
(Continued on page 10)
these prospects are always open for ways and
means of giving their children the fullest edu-
cation. A new grand piano placed in the home
of one of the faculty members is not only a
direct profit on that sale, but it is Barrier Bros.'
best medium of advertising. The entire rom-
r