Presto

April 23, 1927.
15
PRESTO-TIMES
SMALL GOODS, MUSIC ROLLS AND SHEET MUSIC
SOLVES SALES PROBLEM
Dealer in Big American City Who Organizes
Corps of Polyglot Salesmen, Gets a Big
and Profitable Business.
Selling musical merchandise in the big American
cities is vastly different from what it is in the smaller
ones or in the rural districts. Selling in the big places
is as filled with difficulties as it is with opportunities.
There the foreign colonies of polyglot character pre-
sent a problem in prospect-finding and ultimate sell-
ing which only the most enterprising and energetic
dealers try to solve. But to those who have special-
ized in the polyglot field the activity is considered a
most interesting game.
Daily newspaper advertising is not considered in
the publicity scheme of the dealer who strives for
business in the sections of big cities where groups
of foreign born citizens and their descendants are
found. Dealers have some dependence on the weekly
papers of the various national groups, but not much.
Indeed, newspaper advertising is not counted upon
to get the foreigner's eye any more than the average
salesman to get his ear. Getting his attention is a
specialist's job. There is a way for the salesman to
interest the thrifty foreigners who are building homes,
raising large families and enjoying life in a way
typical of themselves. And that way is on the social
side of Wladislaw, Ole, Antonio, Hans, Jarislov,
Abraham and the rest.
The Specialist's Job.
In the big cities where sections are occupied by
people of one race almost to the exclusion of every
other nationality, the work of selling the goods is
for the specialist. Being a specialist means that the
salesman has broken down the barrier of exclusive-
ness by becoming one of them. There is a lot to be
done before the actual sales approaches are begun.
Church events and social functions are his opportuni-
ties. It is all the better if he is a performer on some
musical instrument and can aid in their social enjoy-
ments while at the same time demonstrating some
instrument he desires to sell. One salesman in Chi-
cago, thus favorably equipped, has a record of 110
accordion sales for 1926, all made in an Italian sec-
tion west of the city. That was in addition to large
sales of stringed instruments.
A Requirement.
In many of the foreign sections the people preserve
a good many national customs and often the use of
their native language in social and business conver-
sations. So Mr. Average Salesman, relying on Eng-
lish, is made to experience the chilly feel of exclusion.
When he gets a cold, repellant shrug at one door it
is hard for the man who talks only English to come
with a show of cheer to the next one.
But the opportunities are there for the alert dealer
who organizes a polyglot corps of salesmen equipped
to approach.the foreigner's pocketbook via the heart
route. Poles, Hungarians, Lithuanians, Bohemians,
Italians and other kinds; lads to the manner born,
THE FAMOUS
CLARK
ORCHESTRA ROLLS
of De Kalb, Illinois
The Best for Automatic Playing Pianos
Organs and Orchestrions
Whether you sell automatic playing in-
struments or not, it will pay you to
handle and be able to furnish
CLARK ORCHESTRA ROLLS
Monthly bulletins of new records. Write
for lists, folders and FULL PARTICU-
LARS.
Clark Orchestra Roll Company
Manufacturers — Originators — Patentees
De Kalb, Illinois
form a band of cosmopolitan mixers who get the
business where Mr. Average Salesman gets the shrug.
Part of Social Life.
In fact, these salesmen, equipped with a knowledge
of the language and customs to canvass the different
groups are part of the social life of the sections. In
church, club, fraternal association, singing society,
patriotic, civic and social function they are in evi-
dence. They know people and are known by people
it is their advantage and profit to know. They under-
stand the wants and aims of the people as well as
the language in main stem, dialect and patois. Even
the shrug may often be their eloquent acquiescence
to some demand for a concession in 'the sale of a fine
mandolin, guitar, accordion or radio.
SCHOOL BANDS COMPETE
Twenty Organizations from Chicago High Schools
Undergo Tryouts on the University Campus.
Bands representing twenty Chicago high schools
on Saturday of last week competed on the North-
western University campus for the honor to repre-
sent the city at 'the state championship contests at
Urbana, April 29 and 30.
Massed in hollow square formation about the flag-
pole on the campus, 1,500 student bandsmen played
the "Star-Spangled Banner" as the colors dipped at
close of day. It was the high light of the annual
battle for the harmony championship of Chicago
staged by the university.,
The girls' band of Austin High School, one of the
few such organizations in the country, gave a con-
cert during the evening program which was featured
by a banquet for officials and friends. The girl musi-
cians were not entered in the contest.
NEWS OF SMALL GOODS FIELD
Many New Names Appear in Musical Instrument
Business and Old Ones Continue in Activities.
The carriers for "Shopping News," Milwaukee,
have organized a band which has been equipped with
an outfit of instruments by the Kesselman-O'Driscoll
Company.
H. H. Slingerland, president of the Slingerland
Banjo Co., Chicago, recently returned from a trip
to Honolulu.
A second list of 38 existing radio stations to which
temporary permits have been issued was announced
last week by the Federal Radio Commission.
The Sololin is the name of a new musical instru-
ment, a combination of violin and banjo, invented by
F. G. Heisler, Fort Smith, Ark.
The Milwaukee Suburban Musical Association in-
cludes all the school music organizations of the city
and suburbs.
"Fiddlestrings" is the title of a house magazine
published occasionally by Muller & Kaplan, manu-
facturers of violin strings, 155 East Eighty-fifth street,
New York.
CONTESTS AT TEACHERS' CONVENTION.
Piano and musical merchandise manufacturers will
be represented at the convention in Racine, Wis,
April 26, 27 and 28 of the Wisconsin State Music
Teachers' Association, at which contests in piano and
other musical instruments will be held, and for which
awards of gold, silver and bronze medals will be
made.
BUYERS WANT FINE GOODS
Musical Merchandise Customers Show the
Inclination to Require Best and Are
Willing to Pay for It.
A notable fact accompanying the continuous in-
crease of sales in musical merchandise is the favor
for better types of goods. This is reflected in the
statements of dealers and their orders to jobbers and
manufacturers. And the observant ones admit that
it is the buyers who regulate the trend of trade.
People who play are taking their music more seri-
ously and the makeshift fiddle, guitar, mandolin and
banjo are coming more ond more into disfavor.
Low-priced ukuleles still have a big call, mostly
with customers of primary school age. But invaria-
bly the cheap uke is superceded by a really good uke,
banjo or some other good quality stringed instrument
as the pupils make progress in their musical studies.
"Not how cheap, but how good," however, is motive
with which the most alert dealers try to influence
their customers.
In the musical merchandise line generally it is
gratifying to see the response to the demand of the
customers for standard goods. It is the experience
of most dealers that the consumer today wants a
superior grade and is willing to make a sacrifice to
get it. A few dealers, wrong in their anticipations a
few years ago found that low-priced instruments,
drums and accessories did not move and remained on
the shelf as "stickers."
In attaining continued success, manufacturer, job-
ber or dealer must depend on 'the "repeat" business.
And as quality is remembered long after price has
been forgotten the dealer who enjoys the greatest
success is the one who builds up a trade on regular
customers; people who come back year after year.
Of course it is easily understood that he cannot build
up a trade with inferior goods made by irresponsible
manufacturers and distributed by jobbers indifferent
to the fortunes of their customers in the retail trade.
To keep carrying on successfully the musical mer-
chandise dealer must offer the instruments that are
of a high grade, widely known and fairly priced.
There is a justifiable feeling of pride in selling
goods that one knows are of proven superior quality.
The dealers' knowledge that an instrument is thor-
oughly reliable engenders confidence in the customer.
If the maker's name is one widely advertised and
synonymous with value, the preliminaries of introduc-
tion are already made. Dealers with the desirable
agency of C. G. Conn, Ltd., know how easy a matter
it is to sell a band or orchestra instrument of the
famous Conn brand.
SHEET MUSIC CONVENTION
The annual convention of the National Association
of Sheet Music Dealers will be held at the Stevens
Hotel, Chicago, June 6, 7 and 8, in conjunction with
that of the Music Industries Chamber of Commerce.
Thomas A. Donlan, secretary and treasurer of the
association, is working to have a large representation
of the members present and the indications are that
the convention will be a large one.
SAXOPHONE REPAIRS A SPECIALTY.
Van's Saxophone Shop, Rockford, III., said to be
the only one of its kind between Chicago and the
Mississippi river, was established in Rockford in May,
1925, by J. W. Van Dyne, at 107 South Main street.
Two trained assistants help keep the service up to
standard and musicians from many miles around
patronize the repair shop.
DAVID H. SCHMIDT DIES.
David H. Schmidt, vice-president of the David H.
Schmidt Co., Poughkeepsie, N. Y., and son of the
late David H. Schmidt, founder of the piano hammer
The Chimes Music Store, opened recently at 1180
manufacturing company, died recently in Buffalo, N. Market street, San Francisco, by William B. Wagnon
Y., after a few days' illness, at the age of 38.
and Dave Black, carries a general music goods line.
C. G. CONN, Ltd., Elkhart, Ind.
J. F. BOYER, Sec'y
C. D. GREENLEAF, Pres.
World's largest manufacturers of High Grade Band and Orchestra Instruments. Employs 1,000
expert workmen.
The most celebrated Artists use and endorse Conn Instruments.
Famous Bandmasters and Orchestra Directors highly endorse and recommend the use of the
Conn Instruments in their organizations.
Conn Instruments are noted for their ease of playing, light and reliable valve or key action;
quick response, rich tonal quality, perfect intonation, tone carrying quality, artisticness of design,
beautiful finish and reliable construction.
Conn Instruments are sent to any point in the U. S. subject to ten days free trial. Branch stores
or agencies will be found in all large cities. Write for catalogues, prices, etc.
C. G. CONN, Ltd.
DEPT. MS.
ELKHART, IND.
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