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REYNOLDS
(Continued from Page 8)
a. Often makes a house a home; b.
Encourages entertainment in the
home; c. Brings added joy to the
home.
7. The Piano for Religious Advance-
ment—
a. Promotes reverence; b. Makes
brothers of all God's people through
the only language we have in com-
mon . . . music.
8. The Piano for Financial Advance-
ment—
a. Assists a man to earn his way
through college; b. Saves money that
would otherwise be spent foolishly;
c. Relaxes one at the end of the day,
thus conserving one's energies for
business needs.
In the event prospect has an old
piano they have been spending a con-
siderable amount of money on for re-
pairs, it would be a saving to invest in
a new one.
A good piano or organ in a place of
business or a church will definitely in-
crease attendance, thereby adding more
income.
Also, in this time of inflation, a good
piano will increase in value.
Some one or combination of these
motives should produce forceful com-
mitments from the prospect enabling
you to attempt the close. So we will
concede we are ready to begin the first
Buying Decision.
NEED (The Piano)
1. The piano is the only complete musi-
cal instrument embodying all the
STOPS
2.
3.
4.
1.
2.
3.
elements of the art, namely: rhythm,
melody and harmony.
The piano is the mother of all in-
struments, and covers all the entire
range of the orchestra.
Develops three of the five senses—
sight, touch and hearing.
Piano study coordinates more facul-
ties of the body than any other study
—the mind, eyes, ears, lips for count-
ing, hands and feet.
SOURCE
Sell your store as dependability,
service, etc.
Talk the history of the manufacturer
of the piano you are closing on.
Also, this is the only time to pile on
the lumber, felts, metal, etc.
You as the salesman.
PRICE
This often is the first question asked,
but do not assume that the Need has
been thoroughly established of every
customer who asks the price first. Often
this is the person looking for that $395.
spinet, only because she never had been
properly sold on the many advantages
of owning a piano. Also, do not be
so sure she is sold on the Source. Give
your story and wait for commitments.
1. The actual price of any piece of
merchandise is the first cost, plus the
cost of up-keep and operation. Com-
pare the piano with any other ap-
pliance in your home as to first cost.
For example: Let us assume the
piano will last for sixty years and
the price is $800.00. This would be
only $13.33 a year, or $1.11 a month.
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All of us hear that old objection—
"That's a lot of money to put in a piano
when my child may study only a few-
months and then quit." All of us have
our own way of answering this state-
ment, but this one will always bring a
favorable commitment from the pros-
pect—"Mrs. Smith, if the child comes
home with a bad report card, do you
take her out of school? Of course not!
You talk to her and see to it she does
more studying. Likewise, it is the same
with piano study. Our two daughters
won't clean their teeth unless we make
them. So how do you expect them to
study school work or piano unless you
actually make them?"
Thoroughly explain your deferred
payment plan, and illustrate the ad-
vantages of it.
In any event, stay away from the
price itself, and always try to close on
a minor point.
You may again have to pile on ad-
vantages. Often Wolfe's "Play By
Color" may be used effectively here as
well as many other places throughout
the presentation.
In many instances you have special
sales where the customer realizes a sav-
ings, and that reminds me about the
old man who entered the piano store
chewing tobacco. The salesman in-
formed him the price of a grand was
$2,000.00. The old man, still chewing
his tobacco, turned around and started
towards the door. The salesman grabbed
him by the arm and told him he was
having a special today in which he
could have the piano for $1,800.00.
Again the prospect walked towards the
door still chewing his tobacco. The
salesman again grabbed him by the arm
and informed him inasmuch as he was
a well-known farmer in that locality,
he could have the piano for $1,600.00.
Finally the old man got to the door and
spit out his tobacco juice, and told the
salesman he would have bought the
piano at the first price if he had let
him spit out his cud.
TIME
Just had a nice looking young lady
in the store. The Old Catfisherman got
favorable commitments until we reached
the Buying Decision we are now dis-
cussing, and she informed me she was
building a new home. I mentioned that
inasmuch as the piano is the most con-
spicuous piece of furniture in the liv-
ing room, it is wise to choose the piano
first so that you may add furniture to
the room harmonizing with the piano.
She agreed, and phoned her interior
decorator making an appointment. All
of us are familiar with many old meth-
ods of handling objections relative to
this decision.
THE MUSIC TRADE REVIEW, FEBRUARY, 1952