Music Trade Review

Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
OCTOBER 1, 1921
43
THE MUSIC TRADE REVIEW
each salesman touching none but his own ma-
chine.
If a comparison is desired during a salesman's
visit the salesman should demonstrate only his
own machine, asking the customer to play the
others. Tin's will not only insure a fair demon-
stration but disclose the fact that the salesman
not only expects a square deal but is willing to
give it to the others.
The first thing the salesman should learn when
making his first visit after having left a piano or
phonograph with the customer is the impression
that it has created, and if there are any ques-
tions that should be answered or any part of
the mechanism or anything about operating it
that the customer does not understand the
salesman should go into details thoroughly.
It should be remembered that objections in a
phonograph are frequently objections to the rec-
ords used. It is safe to say that if customers
like a phonograph when one record but not
another is played, it is because they care for the
kind of music on the one record only. It is
invariably fatal to attempt to convert people
from jazz music to classics when trying to close
a sale. Close your sale with the kind of music
the customer likes and if you feel that it is your
duty to stimulate interest in classical music
do so after the sale is closed.
If you limit your number of demonstrating
records to so few that you are compelled to play
music which your customers care nothing about
because they want to hear several records before
buying do not be surprised if you fail to get the
sale. It is false economy to limit your invest-
ment on demonstrating records, since the profit
on one lost sale would buy many such records.
When your demonstrat'on has convinced you
that the customer is favorably impressed, no
question remains unanswered, and there are no
objections of any kind, it is then time to deliver
your sales talk, finally displaying the order or
contract blank which should always be on tlie
person of the salesman and the sale closed there
and then if possible.
HAS NOT SOLD SONORA STOCK
DOLBEER AGAIN WITH VICTOR
George L. Brightson, President of Sonora Pho-
nograph Co., Denies Rumors to That Effect—
No Changes Contemplated Either
Frank K. Dolbeer to Return to Victor Co. Or-
ganization on October First as Manager oi
the Traveling Department of the Company
Repeated rumors to the effect that George L.
Brightson, president of the Sonora Phonograph
Co., 279 Broadway, New York, had sold out his
interests led this week to a denial in the form of
the following statement from Mr. Brightson,
who said to a representative of The Review:
"The rumor, which originated for reasons best
known to those starting it, is absolutely un-
founded. I have not disposed of any of my
stock and have never attempted to sell any in
the past and can offer no encouragement to any
who may expect to benefit by such an oppor-
tunity.
Furthermore, there are no unusual
changes contemplated in either the personnel or
policies of the organization."
It has just been announced by the Victor
Talking Machine Co. that Frank K. Dolbeer,
formerly credit manager of the company, will
lejoin the organization on October 1 as manager
of the traveling department The announce-
ment will be received with much satisfaction by
the Victor trade, who remember Mr. Dolbeer as
a man of distinct ability in his chosen calling.
He was lor a number of years actively engaged
in the talking machine trade and enjoyed a par-
ticularly broad experience in the selling end.
He severed his connection with the Victor Co.
quite some time ago to take an important execu-
tive position in the automobile field, and his
return to the talking machine field is a matter
for congratulation among the members of the
industry everywhere.
SELLING INSTRUMENTS OUTSIDE THE STORE
By L. C. LINCOLN, Advertising Manager, Sonora Phonograph Co., Inc., New York
The outside salesman, though usually looked
upon as not having the high status of the inside
or floor man, frequently is the more indispensa-
ble of the two. Dealers in small towns, those
located off the principal streets of a city, those
who advertise very little, and those doing a large
business, of which a great proportion is secured'
through the efforts of outside salesmen, are espe-
cially aware that it is more difficult to replace an
outside salesman than a floor man.
It is seldom that outside salesmen who are
constantly changing positions will turn in a
satisfactory number of sales. The successful
ones, those most satisfactory to their employers,
are invariably found to be men well and favor-
ably known in their'community and having the
confidence of their friends and acquaintances.
Countless pianos and phonographs are bought
from country dealers or salesmen for the sole
reason that customers have implicit confidence
in them. The buyers know nothing of the rela-
tive merits of the several phonographs which
may be considered, preferring to rely on the
integrity of a salesman known to them.
Outside salesmen in large cities work under
conditions entirely different from those faced by
salesmen in the country and small communities,
although both have difficulties and obstacles to
overcome in pursuit of the elusive sale. It is
seldom that a city salesman has a piano or pho-
nograph in the prospective customer's home to
demonstrate. His work consists of securing an
interview, making a favorable impression and in-
ducing the customer to call at the store for a
demonstration unless he is following up a store
call, in which case he must be prepared to close
a sale or satisfy the sales manager as to why he
was unsuccessful.
It will be found that many city salesmen talk
very little about the piano or phonograph they
wish to sell, relying on their ability to induce
the customer to call at the store first and learn
there the merits of the instrument or machine.
It is not unusual that salesmen obtaining an
interview in the city find it necessary to maneu-
ver, use diplomacy, cunning and both front and
back stairs influence to secure such interviews.
It is seldom, too, that the personal competition
among several outside salesmen is so keen as
that experienced outside the cities.
To-day the real battles for sales are being
waged by the outside salesmen and small dealers
located in small towns, with one or more pianos
or phonographs side by side in the prospective
buyer's house, the salesmen in constant touch
with the purchaser and frequently calling when
one or more salesmen representing other instru-
ments are there. It is a race and a battle which
requires not only a thorough understanding of
the product offered but each salesman must keep
a watchful eye for the wiles, craft and sharp
practices of itinerant salesmen trying to palm off
an inferior piano or phonograph on an unsus-
pecting purchaser.
Dealers demonstrating pianos and phono-
graphs in the homes of prospects should call
frequently if a sale is not consummated quickly
so that it can be examined and tested. Occa-
sionally customers not understanding how to
manipulate it or tricky salesmen may put it out
of order. Immediately a Sonora is delivered to
the home of the prospect, the dealer should ex-
plain that he is leaving it with the understanding
that it will be touched by nobody except the
family. Should he find another instrument there
before or after he has placed his phonograph, it
is advisable to say that he will demonstrate only
his own and that the salesman for the other one
or ones should be expected to do the same,
GOOD TRADE IN LOS ANGELES
Vocalion Records Meeting With Success—New
Brunswick Store in South Pasadena—I. C.
Franklin Appointed General Manager
Los ANGELES, CAL., September 24.—The Vocalion
records of "Canadian Capers" and "Why,
Dear?" have been meeting with great success
in this part of the country. E. R. Darvill, sales
manager of the Western Jobbing & Trading
Co., Vocalion distributors for Southern Cali-
fornia, reports that the demand has practically
exhausted their stock.
R. E. Daynes, who was for many years lead-
ing floor salesman in the phonograph depart-
ment of Barker, Los Angeles, has opened a
music store in South Pasadena, where he is
featuring the Brunswick exclusively.
Irving C. Franklin has been appointed general
sales manager of the Burnham Phonograph
Corp. and has taken up his headquarters in
Los Angeles, where Burnham phonographs are
manufactured. Mr. Franklin was for some time
manager of the phonograph division of the San
Francisco branch of the Brunswick-Balke-Col-
lender Co.
Wm. F. Stidham, Los Angeles branch man-
ager of the Columbia Graphophone Co.. reports
an increase of sales for the month of August,
which constitutes the fourth month in succes-
sion to show an increase over the preceding
one. The Columbia record of "Mimi" has been
in great demand and, owing to the foresight
of the branch, orders were filled promptly upon
1
receipt.
HEW
With Universal
Motor
Retail $19.50—a saving
of $10.50 from the
former price $30
This marvelous little electric,
self-winding mechanism at-
tached to any type Victrola or
any make Talking Machine will
accomplish what the self-starter
did for the automobile.
We, as exclusive wholesalers in
Eastern Pennsylvania, New
Jersey and Delaware, of the
New Motrola with universal
motoi, are ready to fill your
orders now.
Write for Trade
Discounts
H.A.WEYMANNandSON,inc.
1108 Chestnut Street
PHILADELPHIA