Music Trade Review

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THE MUSIC TRADE REVIEW
turns for his money, whether direct or cumulative; it counts up in
a large way for the advertiser."
There is no question as to the benefits which may be received
through a progressive advertising campaign in leading trade publi-
cations. Some of the faint-hearted ones, however, start in and
expend a few dollars and expect to get enormous returns for their
investment. It is absurd to nourish such a belief. The advertiser
who figures advertising as a legitimate investment and counts upon
it bringing him certain returns, sometimes direct and sometimes
cumulative, is the one who is never disappointed. The spasmodic
advertiser rarely ever wins; but the one whose banners perch on the
heights of success is the man who hammers an idea into the trade
so that his name becomes closely associated with a certain trade
mark.
Take, for instance, the Seaverns piano action. This concern
under the new management adopted a progressive campaign, tak-
ing the "Royal Purple" as a color to be definitely associated with
their product. The result is the Seaverns action is not only gain-
ing ground weekly, l>ut it is being talked about in retail circles as
well as in the manufacturing departments. When Charles H.
Wood maps out a campaign he sticks to it until his object is ac-
complished, and the trade before he has completed his plans will
thoroughly understand that "Royal Purple" means Seaverns.
N
EWS at all times is desirable, but not the kind of trade news
that paralyzes any contemplated business moves. The trade
newspaper which rushes into print with the matters which it has
gained in confidence without a thought as to the damage which it
may do by publication of projected moves is working a serious injury
to business enterprises.
We have conductors of papers in this industry who have lately
developed a destructive tendency, and are attempting to ruin an
industry that they cannot rule. It is well, indeed, that their power
is extremely limited by lack of journalistic influence, else they would
work great damage. It is astonishing how a man can expect manu-
facturers to support him in a journalistic enterprise when he is
endeavoring to the utmost of his limited ability to assassinate the
industry. A hat in one hand begging for patronage, and a stiletto
in the other, ready to thrust it into the vitals of the trade, is truly
not a pleasant picture.
F
ROM time to time we have urged that piano salesmen obtain a
more accurate knowledge of piano construction, claiming that
it would greatly benefit them in making their sales, and in talking
their business more intelligently. Along these lines we may say :
Some machinery houses are putting into practical operation a
plan for the special training of young men who are to become their
salesmen, and machine tool builders are co-operating with them in
the work, realizing that the results should be as beneficial to their
own interests as to those of the dealers. The young man, chosen
for his good general education and for the promise of those traits
which would fit him to become a salesman, is sent into the works-
of the several manufacturers whose tools he is to sell, and is given
a thorough,. all-round training in the mechanism, scope, efficiency,
advantages, selling points, etc., of each machine. He goes from one
shop to another, receiving in each the instruction, entirely practical,
which should be valuable to him later when he conies in contact
with the trade.
Many machinery salesmen, though by no means all of them,
have served their time in a machine shop, and owe much of their
success to the knowledge gained thereby. It is not only an advantage
in selling machinery, but it also counts for much in holding the
customer, in maintaining a relationship with him so strong that he
will naturally turn to this salesman or to his house whenever he is
in need of new equipment. The practical knowledge helps in many
instances in straightening out complaints after machinery has been
delivered. It often happens that a tooLnew to the buyer's shop is
not well understood and does not produce what has been promised
by the dealer or manufacturer, and in'such a case a salesman with
a thorough knowledge of the machine can give the necessary instruc-
tion and remove the cause of complaint. He can be of much
assistance to customers by practical criticism and • suggestion, and
services such as these are very likely to result in material advantage
when it comes to the placing of machine tool orders. A college bred
man could do worse than seek such a training, for the combination
of education and practical knowledge, with possibly some native
shrewdness and notably an agreeable personality, should be highl>
valuable. As the plan is now being worked out, young men with a
high school or manual training school education are sought
A NOTHER form of specialized training, along related lines and
l \
for a somewhat similar purpose, is that of the demonstrate
and instructor, who has become an important member of the selling
force of certain machinery establishments. If a machine has some-
thing of a special nature, involving a knowledge beyond that of
ordinary shop practice, as in the case of some of the modern grind-
ing machines, it is important that its initial operation in a shop shall
be under the supervision of a man specially trained for the task.
A skilled workman of more than average intelligence is usually
chosen. He is put to work in the home shop, mastering the machine
from all sides—its mechanism and operation, its possibilities and
limits, always striving to lengthen out the latter, and its appurten-
ances, as, in the case of the grinding machine, the abrasive wheel,
which constitutes no small subject in itself. Once a master of his
subject, he goes out with machines to customers and instructs their
men how to operate to best advantage. Machine tool builders will
realize how difficult it is at times to get their tools established on a
basis which they consider standard, a process which may mean the
overcoming of strong prejudice. The demonstrator removes much
of the annoyance incident to such cases and not infrequently he
develops the ability to assist actively in securing orders. Both the
training -of the salesman and that of the demonstrator are along
the lines of progressive selling methods and constitute examples of
highly developed specialization which bring results commensurate
with the expense and trouble involved. _
I
N all trades to-day the necessity of a technical education is
admitted. The son of one of the great railroad magnates of the
West is now earning fifteen dollars a week in a machine shop,
where he labors the same number of hours with the rest of the
men. When he touches elbows with labor every day he gains a
respect for it. He is a better citizen, and he knows the business
from the ground up.
Referring to the piano business, we may say there is a lament-
able lack of a practical knowledge existing among the young men
of this industry. Of course, it is not possible in all cases to follow
up a factory course, but every concern which sends out a traveling
salesman can give that representative a fair amount of time in the
factory in order to acquaint himself in a superficial way at least,
with piano construction. Retail floor salesmen can also find time to
take out useful knowledge which will help them in their vocation.
The best book for the man who desires to gain an intimate
knowledge of the piano, is "Theory and Practice of Pianoforte
Building." It covers every piano essential in an understandable
way, so that the student may by a perusal of this work, obtain a
complete knowledge of the instruments which he offers for sale.
NEW law permitting the use of the ordinary postage stamp in
place of the special delivery stamp to secure the same end,
which will go into effect next summer, marks a step in the forward
direction in bettering the postal facilities of the United States. There
has been a good deal of complaint that inability to procure special
delivery stamps has resulted in serious inconvenience. It was the
protest of commercial travelers, we believe, that started the agitation
which has developed into a law. Briefly told, affixing 10 cents in
stamps in addition to the regular postage, and plainly marking the
letter "Special Delivery," will, when the law goes into effect, insure
its delivery just as if the regulation special stamp were employed.
The special delivery system can be made use of to great advan-
tage in business. There is usually a great saving in time, because
special delivery letters are sorted from the rest and sent out to their
destination before other letters are attended to. A little study of
conditions in places where one does a good deal of business will teach
the time of arrival of early morning trains, or midday trains, which
will get a letter into the city in time for delivery well before close of
business in the afternoon, so that an answer can be mailed back the
same day. Surprising results may be had at much less cost than
with telephone, and perhaps more satisfactory, because a letter con-
tains the record of a transaction, while oftentimes a telephone con-
versation must be verified by letter before it can be considered final.
All in all, this assistance to the public by removing the necessity of
procuring a special delivery stamp in order to send a special delivery
letter is one that will be appreciated.
A