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special offer of new type of service.
This method of contacting former cus-
tomers may bring more honest answer?
than would be obtained by a personal
talk with them.
'
The use of a letter is practical chiefly
in the case of former credit customers.
Where former cash customers are con-
cerned, its use obviously depends upon
knowledge of their names and addresses.
If you do not have such a record of cash
customers, you might begin at this time
to compile one for possible future use.
The names and addresses can be taken
from sales slips or delivery tickets, or
may be obtained by asking customers
to fill out a form which will enable you
to give them advance notice of special
sales or the receipt of especially desir-
able merchandise.
b. A third person can be employed
to contact a list of former customers to
ask why they are now trading elsewhere.
The advantage of this method is that
the person probably could obtain truer
and franker answers than would be given
to you personally by former customers.
c. If your store is located in a small
community, mutual friends of former
customers and yourself perhaps can find
out discreetly why they are now trading
elsewhere.
d. Former customers can be contact-
ed personally in an attempt to learn
why they have stopped buying from you.
Value of studying competitors' meth-
ods.—Careful study of competitors'
methods may indicate strong points of
their businesses with which they are
winning away your customers. For in-
stance, is their advertising more effective
than yours? Do they have more courteous
salespeople, better displays, merchan-
dise of higher quality, lower prices, su-
perior services? Can you improve or
change your own merchandising meth-
ods to overcome their advantages?
Studying and using the information
gained.—After obtaining criticisms and
suggestions from the various sources
mentioned and studying your own oper-
ations and those of your competitors,
weigh carefully the information gained.
Where criticisms are justified, correct
the offending conditions as quickly as
possible. In regard to suggestions for
improving your store and its services,
you might eliminate immediately those
suggestions which cannot be adopted be-
cause of limitations of space, location,
and so on. The remaining suggestions
can be divided into those for immediate
adoption and those for adoption over a
period of time.
THE MUSIC TRADE REVIEW, SEPTEMBER, 1950
Four Color Post Cards by Weaver
Can Be Used for Many Purposes
The Weaver Piano Co., York, Pa., has
issued a series of 4-color postcards for
use of their dealers in promoting Weaver
pianos. Each carries a very forceful mes-
sage exploiting both the Weaver grand
piano and the Verti-Mignon.
In announcing these cards, the Weaver
Piano Co. suggests that they can be used
to invite prospects to the store, to con-
tact musicians and teachers for pros-
pects, to send to newcomers in the deal-
ers' territory, to tell prospects of newly-
arrived pianos in his store, to announce
special bargains, to thank people for
calling, to say thanks for favors shown
by others, to ask customers and friends
for prospects, to suggest to former cus-
tomers that they trade their old pianos
for new ones and to invite people to
your window when you have an unusual
display.
Keeney Sells County Schools
Anne Arundel, County Superinten-
dent of Schools, Annapolis, Md., has
made arrangements to purchase three
Wurlitzer Pianos, Model 901, from D.
O. Keeney, owner, Keeney's Piano &
Music Store of Annapolis.
YOU MAKE MORE PROFIT
SELLING MAAS CHIMES
If you sell organs, you can make additional profit with little
effort by selling Maas Cathedral Chimes, Vibrachimes, Organ
Harps and related instruments. . . . Maas Chimes are more
than half-sold in advance, through national advertising, pro-
motion and publicity. . . . Maas is the leading name in the
field of electronic chime, bell and harp products for churches,
schools, organists, institutions and private homes. Every town
has a list of prospects for Maas instruments. . . . Build your
organ department into a steady source of extra profit with
Maas Chimes, Carillons and Organ Percussions.
VIBRACHI ME...
designed for instant attachment to
the Series 15 Wurlitzer Organ is
today's biggest selling chime instru-
ment. It produces beautiful chime
tones, perfectly tuned, for use in
private homes, churches, clubs. The
attachment is economical, requires
no added floor space. Every Wur-
litzer Organ prospect is a prospect
for the Vibrachime.
MAAS VIBRACHIME
MODEL 804-W
for Series 15 Wurlitzer Organs.
Also models for other organs.
Write for information and prices.
MAAS CATHEDRAL CHIMES . . . CARILLONS . . . VIBRACHIME
HARP CELESTE . . . AUTOMATIC HYMN PLAYER . . . MONOBELL
CHRONOBELL . . . TOWER BELL SYSTEMS . . . VIBRACHORD
WESTMINSTER CLOCKS...ALTAR CHIMES...ANGELUS RINGERS
ORGAN COMPANY
Dept.
11, 3015 Casitas Ave., Los Angeles 39, California