Presto

April 1, 1929
The
PRESTO-TIMES
50
PLAN VERV
EFFECTIVE
Scheme of Advertising and Selling Designed by National
Piano Manufacturers' Association, Changes Possible
Buyers Into Actual Piano Owners
By EDWARD
Piano dealers have by this time heard something
about the latest achievement of the Sales Promotion
Committee—the "Fifty Prpspect Plan." In my opin-
ion, it represents the most valuable single piece of
work ever completed in the history of the piano
industry. The "Fifty Prospect Plan" is a sales plan
which adapts to piano selling all the successful sales
ideas which have been found so profitable in other
industries. No piano dealer, no matter how large or
small, can profitably overlook its tremendous possi-
bilities.
Changes Public Opinion.
The American public has undoubtedly a different
conception of the piano today. The powerful adver-
tising of the National Piano Manufacturers' Asso-
ciation, appearing as it is in great magazines and
hundreds of the best newspapers, coupled with the
millions of direct mail pieces which dealers have been
sending to prospects, is bound to have had its effect.
The dealer's real job today is to get out and turn
this resulting change in piano feeling into actual sales.
The "Fifty Prospect Plan" is designed precisely
to direct, him intelligently in this effort. It contains
The Fifty Prospect Plan presents a number of
proven methods for building up a list of prospects
and differentiating the grades of prospects one from
the other. The circumstances of a family made evi-
dent by the manner of living are guides to estimates
as to ability to buy and the character of the instru-
ment to be presented. It is pointed out that mus : c
has come to be a subject of great importance in
every public school, and class instruction in piano is
an increasingly popular educational idea.
"Piano classes have aroused new interest in music,
and they have proved that a reasonable degree of
ability to play is easy to acquire. These classes have
disclosed numerous instances of unusual musical apti-
tude and talent among children not likely to have the
same opportunities at home," says the instructions
"You will find the parents of these children filled
with pride in this budding talent, and anxious to
give their boys and girls better facilities for practice
and development. Get in touch with these parents- -
the teachers will help you. Put their names on your
prospect list."
Ingenious Ideas.
All the aids to influencing people to buy are speci-
fied: The help of the people to whom the dealer has
sold pianos and whose appreciation of their instru-
ments may be used to develop a Ike state of mind in
others; the help of the piano in improving the musi-
cal abilities of ambitious young people and other
proven, though sometimes neglected ways, to create
the desire to buv.
WESTERN FIRMS IN
HOLDING COMPANY
Sherman, Clay & Co., San Francisco, and Platt
Music Company, Los Angeles, Now Per-
fecting Arrangements for Joint
Purchasing Plan.
An arrangement for mutual benefit in purchasing
certain lines of music goods and radios is being per-
fected by Sherman, Clay & Co., San Francisco, and
the Platt Music Company, Los Angeles. The ar-
rangement will not include pianos. The arrangement
would be in the nature of a holding company, both
C. BOYKIN
companies to operate just as heretobore, except in
a plan for building a live purchasing prospect list. It the matter of purchases.
contains three of the finest direct mail pieces I have
The arrangements will fully care for the varied
seen in my advertising experience. It contains many interests and the respective lines of goods; the Aeo-
hints about selling that are sure fire. In short, it is lian, Steinway representation on one hand and the
the selling idea that the piano industry has so long American Piano Company line on the other, so that
needed.
there will be no conflict as between these lines, but
Dealers' Opportunity.
evidently a correct understanding. Both Mr. Clay
I advise every dealer in the industry to make this and Mr. Platt see many advantages in purchasing
"Fifty Prospect Plan" an immediate part of his sell- the same merchandise, except pianos. This is to be
ing activities. Any dealer who has not received a a fourteen million dollar merger. The combination
copy of the "Fifty Prospect Plan," by all means let has been decided upon as well as the amount of cap-
me know. I shall see that he receive one at once. italization—fourteen million dollars; but at the pres-
Here is your golden opportunity to improve your ent the details have not yet been fully worked out.
business and to capitalize on the work that has been
Having learned that George Chase, Philip Clay and
accomplished by the Sales Promotion Committee Ben Platt were at the Commodore Hotel, New York,
during the last three years. The "Fifty Prospect
Presto-Times Eastern correspondent called there,
Plan" will enable you- to do this.
found these three gentlemen, and Mr. Platt opened
It is the answer—the only answer—to the piano the door and did the talking.
dealers, whose business has not been what it should
"Yes," he said, "the Sherman, Clay and the Platt
be. Dealers all over the country are going ahead concerns are entering into a merger for fourteen mil-
with the sales attack la'id down in this wonderful lion dollars. But that is as far as I can tell you at
new way to piano sales. Get aboard the band wagon the present time.
yourself and ride to a better piano business.
"Will your headquarters be in San Francisco or
Los Angeles?" asked the Presto-Times man.
"That also has not been decided," said Mr. Platt.
Plan Is Simple.
"We have a great many details to work out, and as
The Fifty Prospect Plan is simple and extremely far as our further plans are concerned it would be
business like and the instruct : ons include every action premature to speak now."
tending towards the realization of the main object.
"You are probably here in New York working out
The prospect cards and other potential requisite to a plan with your bankers?" suggested the reporter.
the utilization of the plan are available in any desired
"Well, 1 have told you all that can be disclosed at
quantity from the National Piano Manufacturers' the present time," said Mr. Platt.
Assoc'ation.
When asked about trade conditions on the Pacific
For systematic application of the plan, route maps Coast Mr. Platt said they were very good at the
of "your city" have been prepared and the methods of present time, and the outlook for future business was
covering the territories clearly defined.
quite promising.
Ben Platt will be in Chicago this week on his way
The advertising performed by the promoters of the
p!an for the dealers is very ingeniously designed. West.
The successive mailing of the pieces is intended to
create a progressive series of impressions upon the
prospect's mind. They are mailed exactly one week
apart. Thus the prospect is well prepared for the
salesmen's call and personal solicitation. Pre-selling,
which has proven such a helpful aid in many retail
lines of business is definitely needed by the piano
salesmen.
Superintendent of Music in Great Chicago
J. FRANCIS BROWN ON
SCHOOL PIANO CLASSES
Influencing the Prospect.
The purpose of the Fifty Prospect Plan is really to
introduce to the prospect the subject of owning a
piano and to impress him with the joys of ownership.
The messages are convincing and present the argu-
ments clearly and forcibly. All the pieces are taste-
fully and artistically printed in four colors and the
effect on prospects is very impressive,
System Discusses Results at Piano Club
Luncheon This Week.
At the luncheon meetnig April 1 of the Piano Club
of Chicago Dr. J. Francis Brown, superintendent of
music in the Chicago public schools, expounded con-
ditions and progress in piano class lessons in the
schools.
E. F. Lapham told incidents of his stay in Florida,
at the Piano Club luncheon Monday of last week.
He met a good many former music trade men.
interest was shown in the Starr exhibit. Scores of
America's prominent school executives were in attend- Among them E. A. Potter, who now resides at his
ance and they are evincing a greater interest than beautiful home near Orlando. A son of Mr. Potter
ever before in what is new and important in aiding has just become president of a two million dollar
them in carrying on their work in the musical field. banking organization of New York City. And a son
Starr instruments have always held a very prom- of George B. Grosvernor of the former firm of Gros-
Superintendents Meeting in Three Places Ac- inent place in the educational fields of the world and vernor & Lapham, has been placed at the head of a
the reception accorded the latest models especially great air service corporation.
knowledge Merits of Starr Grand and Up-
Mr. Lapha'ii had an interesting visit with S. Ernest
designed for educational purposes has pleased offi-
right School Pianos and Starr Keyboard.
Philp'tt, head of the chain of Ph'ilpitt stores and Stein-
cials of this company very much.
Due to the interest in the group piano class plans way representatives in Florida. Mr. Philpitt exhib-
R. C. Ball, advertising manager for The Starr
Piano Company, Richmond. Ind., has just returned the Starr Portable Practice Keyboard came in for a ited the spirit of Southern hospitality in giving Mr.
to his automobile garage. He
from a meeting of the National Education Associa- great deal of attention, as it may be used, of course, Lapham carte blanche
had a pleasant vis : t with A. M. Wright, who now re-
tion, Department of Superintendence, held in Cleve- with any piano class system.
sides at St. Petersburg, where he owns a beautiful
land, February 23 to 28; the Southern Music Super-
LESTER B. SHELLY IN VIRGINIA.
home. He also met Mr. Shaw, former president of
visors' conference which was held at the Kenilworth
Friends of B. F. Shelly, secretary of the Schiller The Cable Company, Chicago.
Inn, Asheville, N. C , March 5 to 8; the Eastern
Music Supervisors held in Philadelphia and at the Piano Company, Oregon, 111 , will be pleased to learn
Out of respect to the memory of Mr. Dreher the
Benjamin Franklin Hotel March 12 to 15. The new that his son, Lester B. Shelly, who was graduated secretary was instructed to write a letter of condo-
Starr small grand Style 40, the small school uprights from the Culver Military School last year, is now lence to his widow. An interesting letter was read
Styles D and 74, Starr phonographs and portables making remarkable progress ni his studies and ath- from Edith L. O'Connor comment'ng on a cdass in
and the Starr Silent Practice Keyboards were on dis- let'c diversities at the famous seat of learning, Wil- piano instruct'on that she had witnessed in one of
liam and Mary College, Williamsburg, Va. Lester the Chicago schools. Her observation of the work
play at the meetings.
The exhibition of music materials and instruments during the summer months is with his parents at and the progress the children are making in their
is becoming a very important factor at the various Oregon and has met many acquaintances in the study of the piano was highly favorable and quite
trades.
illuminating to the members.
conferences of music educators and a great deal of
SCHOOL HEADS SHOW
INTEREST IN STARR
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