Music Trade Review
Issue: 1914 Vol. 59 N. 22 - Page 6
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE MUSIC TRADE REVIEW
THE POINT OF VIEW-(Continued from page 5).
maintenance for one year. We begin by sending player retail sales problem, whether times be boom-
with the music rolls, on the day the player is de- ing or dull.
livered, a man who shows the customer how to
manipulate the rolls, how to operate the various
devices and how to start or stop playing rightly.
The idea ot service as a part of, necessary to,
We do not leave that customer's house until we
are reasonably sure that he knows what he is and rightly included in, sales, is one to which the
doing and how to do it. Then at specified inter- world of business is rapidly waking up. Our own
vals we call again, see that the instrument is doing experiments in that direction, now fully matured
well, correct any little mal-adjustment that may and applied, illustrate this fact. Let me try to
have occurred, try to discover whether there is indicate what I mean in a very few words, apolo-
any cause for dissatisfaction, and what it is, re- gizing for the inadequate treatment of a very large
move that cause by explaining the nature of the and important subject.
On our publications you will find the words
trouble—which is generally due to ignorance—and
generally make the customers understand that we
are as much interested as they are in seeing that
they are pleased and satisfied. This we do whether
asked or not for a year free.
Of course, all this means that the dealer must
do as we did; train our practical men until we
had player mechanics as well as tuners, capable of
tuning, repairing and playing, and able to cultivate
a personal acquaintance with the customers. If a
dealer cannot afford a special man let him learn
for himself by going to the factory where his line
of players is made, studying the proposition from
the ground up and becoming familiar with it. Then
he will know it and can put himself in a position
to make his knowledge valuable.
Intelligence and its practical application are at
the basis of all this. It is simply a question of
making the public intelligently appreciative. As
long as the player is treated as merely something
to sell, of which one need no more know the origin
or construction than the department store owner
need understand the manufacture of a package of
pins, so long will the player business languish
whenever times are not booming. But if the
dealer will undertake, even now, to get in touch
with his trade, to study his proposition that he has
to sell, to concentrate his endeavors upon learning
the real sincere advantages of the player instead
Frank E. Morton.
of its meretricious talking points, he will be able to "quality and service." A full interpretation of
laugh "hard times" to scorn. The people are just these two words defines our sales policy. Every
as ready to-day as ever they were to listen to sale follows and is followed by a service which
the man who has something really good to say. apprehends and comprehends a quality consistent
And if what he has to sell is as good as what he with the purpose intended and the highest efficiency
has to say, he can sell; and sell all the time. That, obtainable in its utilization.
at least, has been our experience, through good
Under this plan the product goes forth protected
times and bad. We know that we can sell always, by a wholesome respect for its active and potential
because we always know what we are selling and qualities, a respect also extended to the salesman
why we sell it rather than another.
whose co-operation and collaboration continues al-
Intelligence, in a word, is the solution of the ways thereafter.
Intelligence, properly applied, means utimately
that conception of selling which is comprised in
the word service. And that is the bottom of the
whole matter.
THE VIEWS OF FRANK E. MORTON ON SERVICE.
Make More Money On Player-Pianos
T^VERY player-piano sale is an
^—' incomplete sale unless you also
sell a player-piano roll cabinet.
Have Udell cabinets on your floor
and complete your sales. Make
all the profit.
Catalog No. 46 pictures and de-
scribes the Udell line of cabinets—
The capacity of Udell cab-
inets varies from 50 to 200
rolls. Back of each is the
Udell guarantee. Write for
Catalog 4(i to-day.
showing the wide variety in size, wood,
style and finish.
Write for it today.
T h e U d e l l W o r k s , 1204 W. 28th St., Indianapolis
Sheet Music Cabinets, Piano Player Roll Cabinets. Disc Record Cabinets, Player-piano and piano benches.
Contrast this method with that of the past, which
consisted of adroitly securing the customer's
money and attempted palliation of the offense by
the delivery of a more or less unwelcome product.
Contrast the publication of expert treatises by
our advertising department upon the practical ap-
plication of scientific research, with the "please-
take-this-stuff-off-our-hands, we-don't-want-it" ar-
gument calling attention to a rebuilding sale
caused by a broken window; an alteration sale on
account of a new partition; or a clearance sale
caused by poor judgm.'nt of buyers.
Under the "quality and service" plan salesman-
ship includes: Ascertaining
(a) The purpose for which the product is in-
tended.
(b) The demands, ordinary and extraordinary,
upon this product.
(c) The facilities of the customer for fabricat-
ing or otherwise utilizing the product, and
(d) The financial condition and mental attitude
of the customer after the delivery of his fabrica-
tion or utilization of the product.
The salesman, in turn, is served by specialists,
and all that the efficiency of the purchaser may be
increased—that he may become more prosperous
and therefore a better customer.
The business of scientific salesmanship thus be-
comes as dignified as that of the college professor
whose teachings make possible this practical ap-
plication. A knowledge of values, the fundamental
principle upon which this operation depends for its
success is not taught in schools and colleges, but
must be inculcated as a concomitant of thrift in
childhood.
GIVING MUSIC ROLLS A VALUE.
Piano Department of J. L. Hudson Co., Detroit,
Uses Credit System as Means of Solving Free
Music Roll Problem—How Plan Operates.
(.Special to The Review.)
DETROIT, MICH., November 23.—The piano de-
partment of the J. L. Hudson Co. appears to have
solved in part the problem of placing the music
roll business, as it applies to player-piano pur-
chasers, on a more substantial basis. The depart-
ment has arranged a system whereby the purchaser
receives with the players, instead of a fixed
number of music rolls, a credit slip calling for
music rolls at the regular price to an amount
equal to three per cent, of the price of the instru-
ment bought.
The chief recommendation of the system is that
it gives the purchaser a fair idea of the cash value
of music rolls, impresses him with the fact that
they are not altogether free adjuncts to the player,
and prepares him to spend real money for rolls
when his credit allowance is exhausted.
After the amount of credit has been used the
customer may take advantage of the company's mu-
sic roll service, which provides for the delivery of
lots of twenty rolls, from which permanent selec-
tions may be made. The rolls are delivered by
automobile and are called for in three days. Rolls
kept after the trial period must be paid for.
AUTOPIANO CHRISTMAS SLIDES.
The Autopiano Co., Fifty-first street and
Twelfth avenue, New York, has been for some
time past distributing among the dealers who han-
dle the Autopiano handsome colored moving pic-
ture slides which have been used with consider-
able success throughout the country. A new series
is now ready for the dealers particularly adapted
to the Christmas holiday season and will be sent
upon request.
ENOUGH_AT HOME.
Flo—Mr. Brown has become so irreligious! I
haven't seen him at church since he married.
No—Well, you see, his wife sings in the choir.
THE MUSIC TRADE REVIEW
THE POINT OF VIEW-(Continued from page 5).
maintenance for one year. We begin by sending player retail sales problem, whether times be boom-
with the music rolls, on the day the player is de- ing or dull.
livered, a man who shows the customer how to
manipulate the rolls, how to operate the various
devices and how to start or stop playing rightly.
The idea ot service as a part of, necessary to,
We do not leave that customer's house until we
are reasonably sure that he knows what he is and rightly included in, sales, is one to which the
doing and how to do it. Then at specified inter- world of business is rapidly waking up. Our own
vals we call again, see that the instrument is doing experiments in that direction, now fully matured
well, correct any little mal-adjustment that may and applied, illustrate this fact. Let me try to
have occurred, try to discover whether there is indicate what I mean in a very few words, apolo-
any cause for dissatisfaction, and what it is, re- gizing for the inadequate treatment of a very large
move that cause by explaining the nature of the and important subject.
On our publications you will find the words
trouble—which is generally due to ignorance—and
generally make the customers understand that we
are as much interested as they are in seeing that
they are pleased and satisfied. This we do whether
asked or not for a year free.
Of course, all this means that the dealer must
do as we did; train our practical men until we
had player mechanics as well as tuners, capable of
tuning, repairing and playing, and able to cultivate
a personal acquaintance with the customers. If a
dealer cannot afford a special man let him learn
for himself by going to the factory where his line
of players is made, studying the proposition from
the ground up and becoming familiar with it. Then
he will know it and can put himself in a position
to make his knowledge valuable.
Intelligence and its practical application are at
the basis of all this. It is simply a question of
making the public intelligently appreciative. As
long as the player is treated as merely something
to sell, of which one need no more know the origin
or construction than the department store owner
need understand the manufacture of a package of
pins, so long will the player business languish
whenever times are not booming. But if the
dealer will undertake, even now, to get in touch
with his trade, to study his proposition that he has
to sell, to concentrate his endeavors upon learning
the real sincere advantages of the player instead
Frank E. Morton.
of its meretricious talking points, he will be able to "quality and service." A full interpretation of
laugh "hard times" to scorn. The people are just these two words defines our sales policy. Every
as ready to-day as ever they were to listen to sale follows and is followed by a service which
the man who has something really good to say. apprehends and comprehends a quality consistent
And if what he has to sell is as good as what he with the purpose intended and the highest efficiency
has to say, he can sell; and sell all the time. That, obtainable in its utilization.
at least, has been our experience, through good
Under this plan the product goes forth protected
times and bad. We know that we can sell always, by a wholesome respect for its active and potential
because we always know what we are selling and qualities, a respect also extended to the salesman
why we sell it rather than another.
whose co-operation and collaboration continues al-
Intelligence, in a word, is the solution of the ways thereafter.
Intelligence, properly applied, means utimately
that conception of selling which is comprised in
the word service. And that is the bottom of the
whole matter.
THE VIEWS OF FRANK E. MORTON ON SERVICE.
Make More Money On Player-Pianos
T^VERY player-piano sale is an
^—' incomplete sale unless you also
sell a player-piano roll cabinet.
Have Udell cabinets on your floor
and complete your sales. Make
all the profit.
Catalog No. 46 pictures and de-
scribes the Udell line of cabinets—
The capacity of Udell cab-
inets varies from 50 to 200
rolls. Back of each is the
Udell guarantee. Write for
Catalog 4(i to-day.
showing the wide variety in size, wood,
style and finish.
Write for it today.
T h e U d e l l W o r k s , 1204 W. 28th St., Indianapolis
Sheet Music Cabinets, Piano Player Roll Cabinets. Disc Record Cabinets, Player-piano and piano benches.
Contrast this method with that of the past, which
consisted of adroitly securing the customer's
money and attempted palliation of the offense by
the delivery of a more or less unwelcome product.
Contrast the publication of expert treatises by
our advertising department upon the practical ap-
plication of scientific research, with the "please-
take-this-stuff-off-our-hands, we-don't-want-it" ar-
gument calling attention to a rebuilding sale
caused by a broken window; an alteration sale on
account of a new partition; or a clearance sale
caused by poor judgm.'nt of buyers.
Under the "quality and service" plan salesman-
ship includes: Ascertaining
(a) The purpose for which the product is in-
tended.
(b) The demands, ordinary and extraordinary,
upon this product.
(c) The facilities of the customer for fabricat-
ing or otherwise utilizing the product, and
(d) The financial condition and mental attitude
of the customer after the delivery of his fabrica-
tion or utilization of the product.
The salesman, in turn, is served by specialists,
and all that the efficiency of the purchaser may be
increased—that he may become more prosperous
and therefore a better customer.
The business of scientific salesmanship thus be-
comes as dignified as that of the college professor
whose teachings make possible this practical ap-
plication. A knowledge of values, the fundamental
principle upon which this operation depends for its
success is not taught in schools and colleges, but
must be inculcated as a concomitant of thrift in
childhood.
GIVING MUSIC ROLLS A VALUE.
Piano Department of J. L. Hudson Co., Detroit,
Uses Credit System as Means of Solving Free
Music Roll Problem—How Plan Operates.
(.Special to The Review.)
DETROIT, MICH., November 23.—The piano de-
partment of the J. L. Hudson Co. appears to have
solved in part the problem of placing the music
roll business, as it applies to player-piano pur-
chasers, on a more substantial basis. The depart-
ment has arranged a system whereby the purchaser
receives with the players, instead of a fixed
number of music rolls, a credit slip calling for
music rolls at the regular price to an amount
equal to three per cent, of the price of the instru-
ment bought.
The chief recommendation of the system is that
it gives the purchaser a fair idea of the cash value
of music rolls, impresses him with the fact that
they are not altogether free adjuncts to the player,
and prepares him to spend real money for rolls
when his credit allowance is exhausted.
After the amount of credit has been used the
customer may take advantage of the company's mu-
sic roll service, which provides for the delivery of
lots of twenty rolls, from which permanent selec-
tions may be made. The rolls are delivered by
automobile and are called for in three days. Rolls
kept after the trial period must be paid for.
AUTOPIANO CHRISTMAS SLIDES.
The Autopiano Co., Fifty-first street and
Twelfth avenue, New York, has been for some
time past distributing among the dealers who han-
dle the Autopiano handsome colored moving pic-
ture slides which have been used with consider-
able success throughout the country. A new series
is now ready for the dealers particularly adapted
to the Christmas holiday season and will be sent
upon request.
ENOUGH_AT HOME.
Flo—Mr. Brown has become so irreligious! I
haven't seen him at church since he married.
No—Well, you see, his wife sings in the choir.
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