Music Trade Review

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REED'S PIANO
SALES CREW
FROM '27 to '32
By A R M A N D D. WENZELL
;
How One Piano House Gave the Laugh to Depres-
R. L REED
President Reed's Music House
sion by Economy,
*^k^LwWHEN
my business began to feel the first
^L JK m
whisperings of the depression, I made up my
yfyj
mind that I would not attempt to hide the
fact from myself," states R. L. Reed,
owner of the Reed Music Co., Little Rock, Ark.
"I decided that, if we were to have a business depression,
I would meet it prepared. I realized that, in some way, I
would have to widen my field of prospective business, twice
the amount of work would have to be done, and that it would
be necessary to operate on the lowest overhead possible.
"Also, I realized that I would have to watch my methods
of advertising carefully and get the best results for the least
money.
RADIO ADVERTISING PROFITABLE
Efficiency
and Hard
Work
"Two grooved boards are screwed to the back of the piano.
The piano is placed on the ground and the top is slanted
toward the trailer, the grooved boards on the piano resting
on the corresponding grooved boards that are fastened to the
top of the trailer.
"All the men have to do is to shove the piano from the
bottom and it goes right into place on top of the trailer.
It makes the job of loading and unloading very simplified.
"Of course, by using the trailer in conjunction with the
truck, two pianos can be hauled at once. Since hauls are
often made all over the state, it is a great advantage and
money-saver. Personally, I am saving an average of $185.00
monthly on drayage charges by the operation of my own truck
and trailer.
GETTING NEW BUSINESS
"My first move was to make arrangements with the
four radio stations here to place Baldwin Pianos in their
studios.
"Several times each day the name 'Baldwin Pianos' is an-
nounced over each station with the name and address of my
music store being mentioned as being the state distributor
for the Baldwin Piano Co.
"I wish to state here that it is my opinion that radio ad-
vertising is a highly effective medium of advertising for the
piano dealer.
"It is natural to assume that the listeners who tune in
musical programs are lovers of music. Out of these vast au-
diences are numbers of prospective customers for musical in-
struments, and a certain percentage of these will be impressed
with the advertisements of the music dealers.
"I consider personal contact the greatest factor a music
dealer can use to promote more sales. My sales organization
continues to work even in the evenings, contacting customers
and making it their business to mingle socially with the pub-
lic. I consider this constant personal contact largely respon-
sible for my success as a piano dealer.
"We are now fol-
lowing a system of
merchandising that is
proving very profit-
able.
"All over the state
we are placing pianos
in the country schools
and
churches wher-
DOES OWN HAULING AND SAVES MONEY
ever they have any-
"The next move that I made was that of purchasing a one capable of teach-
small model 'A' Ford. Truck in which to do my own hauling. ing music.
Immediately, my drayage expenses were decreased tremen-
"One of the sales
dously.
men, after helping
"It soon became evident, however, that we were making the teachers to get
many extra trips with the truck that could be eliminated with their classes organ-
the use of a trailer.
ized, begins to work
"I am very enthusiastic about the arrangement I use in on the pupils and
connection with the trailer. In the first place, by the use of their families for pi-
this method, only two men are required to handle a piano ano sales.
BUSTER REED
where it took four men before.
(Turn to page 15)
Vice-President
THE
MUSIC
TRADE
REVIEW,
February. 1932