Music Trade Review

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Musical Merchandise Section of The Music Trade Review
Fretted Instruments
(Continued from page 55)
drcn and beginners, especially those of but av-
erage ability, has been covered in previous
installments and needs no more than passing
mention here. This idea, of course, indicates
an arrangement of some sort with a competent
teacher. Many music stores have this, but it
can be carried farther and handled better than
it often is. The store should see to it, if neces-
sary, that the teacher is successful financially.
A good commission should be paid on sales for
which the teacher is partly responsible. All
or part studio space and club rehearsal rooms
could often be furnished gratis to advantage. If
the teacher is incompetent the store should be
the first to know it and remedy it before any-
one else knows it. There should be no neces-
sity for giving lessons free with instruments;
unless the store charges too much for its mer-
chandise it couldn't afford to do so anyhow,
and there is no need for the dealer to lose
money by this servicing. See that the teacher
gets a fair price for his lessons, be square with
him and see that he is with you.
Whenever a customer buys an instrument, all
the information about that customer that can
be politely extracted should be gotten and filed
away. If no teacher has been selected by the
buyer, introduce him to the one the store
recommends. Then call him up later on and if
he isn't making good progress find out why and
assist in correcting it. If it involves the teacher
considerable tact may be necessary in handling
it, but tact in all departments of business is
necessary nowadays and there is no reason why
it shouldn't be exercised as skilfully here. Get
the customer to come in and play for you so
you can see how he is progressing and so he
will form the habit of dropping in—he is apt
to be in the market again or to have a friend
or acquaintance who will be. Then there are
supplies and music to be bought. See that he
knows how to take good care of his instrument,
whether he actually does so or not; and the
great majority of buyers will take proper cart
because the new instrument is apt to be very
precious to them.
When the small goods manager finds in his
files that several fretted instrument purchasers
are in the same neighborhood, try to start a
club or orchestra with these players as a
nucleus, interest them in the idea and they will
help find the rest of the players necessary and
will help you sell them the instruments they
need. This can be done through some organ-
ization to which they all or for the most part
belong, or else it can be independent of it. Get
in touch with all sorts of organizations that
might be interested in a club, social, fraternal,
business organization, etc.
Choruses, glee clubs and various groups of
that sort are especially good prospects. Fretted
instruments go especially well with voices,
it will not take them long to learn to
play them, and they can use numbers where
they play and sing at the same time—which
they cannot do with other instruments. Then
keep in touch with these clubs, see that they
are successful and prosper.
Directors and
coaches can be furnished in the same way that
instructors are. See that they have a chance
to play in public often after they are ready to,
arrange for them to broadcast if you can—
fretted instruments sound particularly well
over the radio; give them your store name or
something of the sort, or plan in some other
way so that you can get good publicity out of
the concert or broadcast. Various groups of
school children are excellent prospects for
dubs; if the music supervisor understands the
possibilities and knows that you are exploit-
ing the children first for their own good and
yours only incidentally he is apt to be for you.
It all requires thought, careful planning, con-
sistent application and patience, but it will pay
large dividends in satisfaction, the standing of
your store and future sales.
Gibson, Inc., Announces
New "AH American" Banjo
Gibson, Inc., Kalamazoo, Mich., have just an-
nounced an elaborate new model banjo termed
the "All American" which has already been
accorded an enthusiastic reception by banjoists.
The instrument has been given the name of
the "All American" as the decorative scheme
and design depict the history and development
of the United States from the landing of the
Pilgrims down to the present time. There are
a series of photographic reproductions done in
colors for the position marks on the finger-
board and the finish of the instrument is a
beautiful blending of vivid coloring to make it
a delight to the eye as well as to the ear. To
carry out the "All American' 1 idea further, this
new banjo series has been embellished with
an abundance of hand carving which is in turn
hand colored by an artist who has devoted a
lifetime to the decorating of fine woods. On
61
the back of the resonator is produced a huge
American Eagle and the peg head is carved to
match the resonator.
The first of these "All American" Banjos are
already being used by many of the country's
outstanding banjoists, and their enthusiasm has
been so convincing that Gibson announces that
a large production program has already been
inaugurated. Some of the artists who are now
using this new model are Harry Reser, New
York; Francis Grinnell, Detroit; Richard Choi,
Gary, Ind.; Robert Senay, Houston, Tex.; and
a score of other prominent musicians have
viewed, tried the banjo and pronounced it a
"treasure chest" for the banjoist.
It was with a view to supplying the demand
for a new banjo in the better class field that
Gibson created and is now offering this model.
With the "All American,'" Gibson feels that
banjo interest will be stimulated materially.
This new model sells at $550.00 with case.
Charles Willard has sold his music store in
Olean, N. Y., to his brother Fred C. Willard.
Dependability
It is worth much to know that the
factories whose products you sell are
working with you rather than against
you.
The House of York is Dealer-Minded.
And feels that it cannot enjoy success
until its dealers do. With the result
that York Dealers are always sure of
the fullest possible factory co-opera-
tion—a thing somewhat rare these
days of high-powered, direct selling
campaigns indulged in by many or-
ganizations, whose sole purpose seems
to be to sell—anywhere—any time
—and anyone—regardless!
Let's Talk It Over—
There are available to the right dealers, a few choice
territories. If we have no representative in your
city, and you are the sort of a dealer who appre-
ciates the importance of Consumer Satisfaction, as
well as immediate profit, we want to talk with you.
Our representatives can be found at Room 2209,
New Yorker Hotel, June 9th to 12th inclusive.
Make a note now of the room number.
YORK BAND INSTRUMENT CO.
Makers of GOOD BAND INSTRUMENTS Since 1882
GRAND RAPIDS, MICHIGAN