Presto

January, 1932
PRESTO-TIMES
18
REFRIGERATORS MAKE A PROF-
ITABLE ADDITION TO THE
MUSIC DEALERS' LINE
Mr. T. E. Flack of the Starr Piano Company Presents
Interesting Statistics
In every era of deflation you will hear of some
organization operating with a decided profit and
making headway. Many such cases are due to the
fact that the organizations in question have devel-
the Starr Piano Company, whose products are Starr
pianos and Starr Freeze Electrical refrigerators.
"True, electric refrigeration is popular today,"
claims Mr. Flack, "but there are a great number of
retail outlets merchandising electric refrigeration that
are not making the progress that others are. This
is largely due," Mr. Flack continues, "to the meth-
ods employed in merchandising. Let me explain:
First of all, every one of our employees must study
and learn the fundamentals of electric refrigeration;
the construction of the Starr Freeze unit and com-
pressor. Next, no employee is permitted to "knock"
a competitive make of electric refrigerator.
We
believe that that sort of thing is a reflection upon
electric refrigeration as a whole and we will abso-
lutely not permit it. We sell entirely from the in-
vestment standpoint. Our plan of selling is based
CONSUMERS' KITCHEN IN THE SALES ROOM OP
THE STARR PIANO CO. STORE AT RICHMOND, IND.
This kitchen is operated in co-operation with the Rich-
mond Municipal Electric Light Plant. A demonstration is
held each week by Miss Edythe Moore, home economics
director of the Light Plant. Miss Moore demonstrates the
practical use of all kinds of electrical appliances.
T. K. FLACK, SALES DIRECTOR, STARR PIANO CO.
SALES CORPORATION, RICHMOND, IND.
oped a new system of merchandising which is supe-
rior to those of their more indifferent brothers in
trade. This depression is no different than any other
in that respect. Today we hear of numerous busi-
ness men in all parts of the country whose business
has shown an increase in profit even though the
business horizon is clouded.
The Starr Piano Company Sales Corporation is
such an example. This organization has been able
to show an increase in sales for 1931 up to Decem-
ber IS of 18 per cent over 1930, and, in all prob-
ability, the percentage of increase will rise to 20 per
cent by December 31.
According to Mr. T. E. Flack, director of retail
sales and manager of the Starr Piano Company
retail stores, the increase in business has been accom-
plished by the whole-hearted co-operation and con-
sistent effort on the part of every employe in the
organization.
The Starr Piano Company Sales Corporation retails
only those products manufactured by its parent—
upon the educational program of the National Elec-
tric Light Association with certain points added to
fit our own particular situation. Ninety per cent
of its thought is centered about electrical refrigera-
tion as an investment. In depressed times such a
story would naturally be received favorably. The
reason is that there is more money out of circu-
lation today than ever before. The public is afraid
of every investment which does not appear tangible.
We can show and prove the investment value of
Starr Freeze so clearly that it is comparatively easy
to induce the public to spend its hoarded money for
it. With such selling tactics, it would be sheer folly
to knock another competitor in our field."
Mr. Flack's statements are borne out by the follow-
ing figures. In the Richmond (Ind.) Starr Piano
Store, which is the retail organization headquarters
and the home of the Starr Piano Company, the retail
employees were able, in a city of 33,000 inhabitants,
to sell one hundred and four refrigerators in one
hundred days, and for the year ending December,
1931, they sold over 55 per cent of the electric re-
frigerators placed on the Municipal Light plant's
lines. This w T as accomplished with no additions being
made to the personnel over the year before and no
additional advertising space, but just simply a con-
sistent program.
Strangely enough, the increased enthusiasm over
the sales of Starr Freeze has spread itself to pianos
and as a result, the monthly sales of pianos at the
Starr company's store has increased materially. The
executives of the company, Mr. Fred, Clarence and
Harry Gennett, are of the opinion that retail piano
sales are taking an upward trend and that in 1932
the piano business will be back on its way to the
volume obtained in years past.
One of the later developments in the Starr com-
pany's program is the Consumer's Service Kitchen.
This new service was inaugurated by Mr. Flack
with the co-operation of the Municipal Light plant of
Richmond, for the purpose of further acquainting and
educating the housewives of Richmond with the use
of electrical appliances. Equipped throughout with
the latest electric kitchen utilities on the market, it
is truly a modern achievement in the field of do-
mestic science. No high pressure tactics are used
in its operation. Demonstrations are held every
week and during these demonstrations no mention
is made of the product of the company back of it.
It merely serves as a means of getting the house-
wife "refrigeration minded'' and that alone merits
its cost. It has in turn created a feeling of good-
will for the Starr product and many housewives will
listen favorably to a Starr salesman after having
attended a demonstration.
So favorable is the refrigeration outlook for 1932
the Gennett brothers have outlined an extensive ex-
pansion program which is already going into effect.
Mr. Clarence Gennett states: "It is my opinion that
electric refrigeration will go as far in restoring nor-
malcy as the automobile and radio did in 1921."
The piano trade will find refrigerators an exceed-
ingly interesting and profitable addition to make to
their business and particularly dealers that are selling
radios.
A SUITABLE ADJUNCT FOR PIANO
DEALERS
Presto-Times contains an advertisement in this
issue of an electric heater which can be used in the
office or home. While the Hexcel Air Conditioner is
quite outside the field of musical instruments, inas-
much as dealers are handling everything from sew-
ing machines to iceboxes these days, there are un-
doubtedly many that will be interested in the proposi-
tion presented by the Hexcel Radiator Company, of
Milwaukee, Wise. When the merits of this air condi-
tioner, its useful capacity as a cooler in summer as
well as a heater in winter, become known, it should
prove to be a rapid seller.
A VICTIM WRITES
After noticing the item in Presto-Times concern-
ing a special sales promoter who cashed in bogus
checks, the following from Chas. E. Roat Music Co.
is apropos: "We are pleased to see in Presto-Times
an article concerning the rubber check artist who
has been working in various parts of the country.
We made the acquaintance of the gentleman, but it
cost us $20.00 besides protest fees. We hope some-
one finds him somewhere and forces him to pay the
price."
George Prescott has purchased full interest in the
P & G music store, Sterling, 111., buying out the half
interest of Stanley Graham.
COMFORT
ANY TIME
ANY PLACE
The New Hexcel Air Conditioner
HOT - WATER - HEAT
A dual purpose electric appliance
that applies a well-known suc-
cessful principle in a new and
unique way.
Front view of Hexcel
Air Conditioner show-
ing beauty of appear-
ance and sturdy con-
struction.
That has a multiple use appeal
that will attract the most cautious
buyer.
That gives you a trump card to
play in t h e game of Fall a n d
Winter sales and still is an all-
year seller.
That is distinctly without compe-
tition in its class.
That has a market as wide as you
make it.
Heats - Cools - Circulates - Humidifies - Safe - Portable
...WRITE TO..'
THE HEXCEL RADIATOR CO.
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