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dise and did all right. Right here I
wish to pay a tribute to the Music
Jobber. I know of no other group of
people in the industry that did so
much to help the dealer stay in busi-
ness. The Music Dealer owes the job-
ber a debt of gratitude. Certainly we
added all kinds of this and that, but we
remained in the music business and
the alert, wide-awake dealer always had
instruments to sell and continued to go
on with business.
How Manufacturers Carried On
Manufacturers were helpless to give
us merchandise because we knew their
problem and all-out effort in War
work. Certainly our manufacturers
deserve great praise for the War work
and our industry proudly displays
many E's. But let us refresh our
memory just a little as to whether or
not the manufacturer went out of the
music business. He supplied the armed
forces. He could not produce for
civilians, but at no time did he ever
stop advertising his music business.
Thanks to all for keeping the banner
of music and instruments before
the public all during the war. They
were always going out for business.
We, as Music Dealers, must ask our-
selves these questions:
Did I continue to encourage my
sales organization by doing all
possible for them in the way of
procurable merchandise?
Did I at all times display optim-
ism and encourage their efforts
on selling unusual items?
Did I assist all departments by
seeking lines to add to a rat-
ioned distribution?
Did I continue advertising and
the promotion of Music?
Did I continue to contact our ac-
counts and prospects so that
they would understand the dif-
ficulties of our Sales Depart-
ment?
Did I do everything possible to
keep the name of our store and
the music business before the
For the Better Used Pianos
public?
A salesman needs encouragement.
His work is the maki artery of
your business.
He must possess enthusiasm coupled
with honesty and modesty. Efficient
selling requires the right kind of sales
equipment. He must be able to use
this equipment with ease. He must
give details—tell the complete story,
and be sure to answer the questions in
the prospect's mind. He must take the
ice out of the word price- He must ask
for the order, and be himself because
it is the only way to retain the advan-
tage of his own personality, advan-
tage which guarantees the impression
of sincerity. He must work diligently.
He must call on customers. He must
always work from a procedure of a
good salesman. A good procedure is
as follows:
(A) Fit your product into the.
prospect's business. Do not
try to fit his business to
your product.
(B) Close your sale as soon as
you can.
(C) Speak your prospect's lang-
uage.
(D) Dramatize your appeal.
(E) Plan and simplify your
appeals.
(F) Do not sell your products
on service. Sell the result
it produces.
Mussie Continues to Promote Music
We must continue to promote music
and take an active part in all musical
functions. We must advertise and do
more in advertising at this time than
we ever did before. Have you made
any survey to find out the change or
turn-over in population in your com-
munity or territory? If not, I advise
you to do so and again you will be
surprised. If you were to take a
walk up main street and stop strangers
and ask them where you could buy a
piano or musical instrument, what a,
surprise awaits you. Hardly any one
could tell you and still you have been
in business in the "old town" for
years. You have advertised. Yes, Mr.
GRANDS - UPRIGHTS
SPINETS
consult
S. L CURTIS, INC.
40 Years Selling Fine Pianos
240 WEST 55th STREET
NEW YORK 18, N. Y.
-: Phone COIumbus 5-7816 :-
L
20
PECK & CO.
Master piano craftsmen
for 103 years
Merchant, you must continue to adver-
tise consistently at all times because the
population is turning over and moving
about.
Si'hool Business Valuable
Go out for School Business. In-
struments are high, but nevertheless,
call on the Supervisor and Principal—
tell him your story. Let him know that
you are anxious to help him and will
do all possible to secure instruments
for him. He knows that everything
is high. The teacher he could hire for
$1500 per year a short time ago can-
not be had for less than $2500 now.
I have heard repeatedly that the
school business is out because they will
not pay present prices, and just last
week. I made three calls and price
was no objection. Result: $1424 in
business. Keep men on the road call-
ing on schools.
We must go out for business. We
must do more in promotion and adver-
tising then ever before. We must meet
our real challenge in business—other
lines of merchandise. We must face
the fact that the big ten years of
business ahead is fast dwindling and
authentic reports now give it four
years and most of this big business
will not be done in the Music Business.
WHO'S FAULT IS IT?
New York Visistors
Among recent visitors to the New
York Trade was Lester A. Goddard,,
head of the Goddard Piano Co., Syra-
cuse, N. Y., whose newly remodeled
ware rooms in that city are attracting
wide attention.
Another dealer who is now vacation-
ing in New York is Otto B. Heaton,
Columbus, Ohio, believing; this a good
method to store up energy for the or-
deals of the forthcoming convention.
- -•
•
Col. Robert L. Johnson
With Janssen Piano Co.
Col. Robert L. Johnson, brother-in-
law of Webster Janssen, president of
the Janssen Piano Co., who has recent-
ly returned from active service in the
U. S. Army has joined the Janssen
Piano Co., New York, in an executive
capacity.
HARDMAN AND
HARRINGTON GRANDS
AND CONSOLES
•
'MINIPIANOS'
33 West 57th Street
New York
THE MUSIC TRADE REVIEW, MAY, 1946