Music Trade Review
Issue: 1925 Vol. 80 N. 4 - Page 138
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
THE
134
MUSIC
TRADE
REVIEW
MUSICAL INSTRUMENT
Manufacturers of m u s i c a l instrument
cases of quality. Veneer, Duck, Leather,
Fibre.
CO,4OCross5tHev»ark,NJ.
H. N. White Go. Issues
New Sales Manual
New Publication Contains Much Interesting In-
formation for the Retail Dealer Who Handles
Band Instruments
CLEVELAND, O., January 17.—The H. N. White
Co., manufacturer of the King line of band in-
struments, 5225 Superior avenue, has been sup-
plying its dealers with an interesting and instruc-
tive sales manual for music dealers and sales-
men. The cover, which is in imitation leather,
bears the dealer's imprint. The booklet is
printed in typewriter type.
Some of the copy makes most interesting
reading for music merchants, so we are quoting
in part from it as follows:
"Merchandising to-day is making rapid strides.
No longer does the retail merchant open a store
and depend upon chance to bring him customers.
He follows definitely proved methods, confident
that the correct application of those methods
will bring him success.
KOCH
AND
Representing
"The modern department store represents our
highest development in merchandising. The
sum of the world's experience is applied daily
by these big stores. And yet you can sum-
marize their entire plan of selling in one word
—traffic.
"Every special sale, every advertisement,
every effort of any sort is directed at getting
traffic into the store. Actual sales of adver-
tised commodities do not begin to pay for the
advertising. But the incidental sales that fol-
low the presence of the customer in the store
make the advertising profitable.
"This principle of traffic is vital. And it has
an unusually forceful application in the musical
field.
"Check back over your piano or phonograph
sales during the last month. You'll find that a
majority of them were made to store friends,
to folks who had visited your store in the past,
perhaps to make some small purchase, such as
talking machine needles, records, sheet music,
etc.
"The old saw has it that 'great oaks from
little acorns grow.' In our line this is partic-
Inc.
ANDS KOCH, A. G. TROSSINGEN, Manufacturers of
Accordions, Harmonicas, Violins, Bows
and Full Line of Accessories
Write for Catalan and Prices
Office and Show Room
1133 BROADWAY, NEW VORK
Shipping and Stock Room
NEW DORP. S. I.. NEW VORK
HENRY
5TADLMAIR torn
£N
% < MUSICAL INSTRUMENm
*AND ACCESSORIES - II5II7 EAST 2 5 R O 5T. NEWYORKj
OSCAR SCHMIDT, Inc.
La Scala
Write for
Price*
87-lOi FERRY ST., JERSEY CITY, N. J.
Oldest and Largest Plant of Its Kind in America
STELLA
MLLLA
BANJOS
GUITARS
ZITHERS
VIOLINS
AND
-I BANJO-MANDOLINS IKILKLK9
ACCORDIONS SUPPLIES
S O V E R E I G N I TENOR BANJO MAND. HAWAIIAN Gl ITARS HARMONICAS CASKS, KTC.
The STELLA and SOVEREIGN Brandt have become National Nece$$itie$
FOR YEARS, THE PRINCIPAL SOURCE OF SMALL STRING INSTRUMENTS IN AMERICA
THE BEST FOR THE MONEY
ALWAYS KEEP OUR PRICE LIST BEFORE YOU
JANUARY 24, 1925
ularly true. Great sales follow small sales as
surely as the vacuum cleaner does its biggest
work in the Spring.
"When you sell Mr. Jones a 30-cent saxo-
phone reed you are paving the road to the sale
of a $95 saxophone. And once music is estab-
lished in the home of Mr. Jones the road is
clear to the sale of a $450 piano.
"True? It is being proved every day. Firms
like Sherman, Clay & Co., of San Francisco, and
Grinnell Bros., of Detroit, know that it works.
Their entire success is built around this prin-
ciple. (And these firms sell 'Kingis.')
"A second principle in merchandising is this:
Put yourself outside the competitive class.
"Vern Priddy, one of the nation's shrewdest
merchandisers, said this one day: 'Actual test
shows that only one store in Chicago (he re-
ferred only to department stores) has sold the
name idea over and above the goods idea. That
is Marshall Field & Co. And its success is too
well known to need repeating. They have so
persistently sold themselves that to-day they
are above competition.
"Take this illustration: Mr. Smith comes to
you and expresses a wild curiosity about pianos.
You sell him on the value of music in the home,
and of the piano as a means to that end. And
then your competitor takes the sale on cut price.
If you had sold Mr. Smith on the idea of a
piano, plus the specific value of the particular
line you carried, the sale would have been yours,
providing that you alone handled that piano in
your town.
"There, in a crude way, we have illustrated
the application of the principle and brought in a
third principle—t lie value of the exclusive
agency.
"Selling goods that are bought because of the
qualities the name stands for, and being com-
pletely protected in that sale is the soundest
sort of merchandising practice.
"In doing the first you put yourself beyond
competition, and by assuring yourself of the sec-
ond you are making certain that every ounce
of your selling efforts will resolve itself into
profit for you—not your competitor."
Some of the titles of the various subjects
following are: "National Acceptance," "Pro-
tecting Your Profit," "A Close Relationship,"
"Your Interests Are Ours" and "Helping Sales
With Selling Helps."
These titles give a pretty fair idea of the
nature of the booklet and what it endeavors to
impart in the way of explaining the King sales
policy. Much care has been devoted to the
booklet and its contents. The letter itself is
signed by R. M. White, secretary of the com
pany, which gives it an additional personal
touch.
Many merchants will value the booklet highly,
not only for the convenient way it has been
issued but for the meaty material that is spread
throughout its pages. After having read it the
reader feels as if he had been taken into the
confidence of a great company.
With Sherman, Clay & Go.
PORTLAND, ORE., January 14.-—William Billings
formerly banjoist with Vic Meyers' Orchestra,
has joined the small goods department of the
local Sherman, Clay & Co. store and will act
as assistant to W. A. McDonnell, manager of
this department.
WE HONESTLY BELIEVE
THAT BOSTON MUSICAL
INSTRUMENT CASES ARE
THE FINEST CASES MADE
Many Music Dealers
Share This Opinion
Boston Violin Case Co.
100 Haverhill St.
Boston
THE
134
MUSIC
TRADE
REVIEW
MUSICAL INSTRUMENT
Manufacturers of m u s i c a l instrument
cases of quality. Veneer, Duck, Leather,
Fibre.
CO,4OCross5tHev»ark,NJ.
H. N. White Go. Issues
New Sales Manual
New Publication Contains Much Interesting In-
formation for the Retail Dealer Who Handles
Band Instruments
CLEVELAND, O., January 17.—The H. N. White
Co., manufacturer of the King line of band in-
struments, 5225 Superior avenue, has been sup-
plying its dealers with an interesting and instruc-
tive sales manual for music dealers and sales-
men. The cover, which is in imitation leather,
bears the dealer's imprint. The booklet is
printed in typewriter type.
Some of the copy makes most interesting
reading for music merchants, so we are quoting
in part from it as follows:
"Merchandising to-day is making rapid strides.
No longer does the retail merchant open a store
and depend upon chance to bring him customers.
He follows definitely proved methods, confident
that the correct application of those methods
will bring him success.
KOCH
AND
Representing
"The modern department store represents our
highest development in merchandising. The
sum of the world's experience is applied daily
by these big stores. And yet you can sum-
marize their entire plan of selling in one word
—traffic.
"Every special sale, every advertisement,
every effort of any sort is directed at getting
traffic into the store. Actual sales of adver-
tised commodities do not begin to pay for the
advertising. But the incidental sales that fol-
low the presence of the customer in the store
make the advertising profitable.
"This principle of traffic is vital. And it has
an unusually forceful application in the musical
field.
"Check back over your piano or phonograph
sales during the last month. You'll find that a
majority of them were made to store friends,
to folks who had visited your store in the past,
perhaps to make some small purchase, such as
talking machine needles, records, sheet music,
etc.
"The old saw has it that 'great oaks from
little acorns grow.' In our line this is partic-
Inc.
ANDS KOCH, A. G. TROSSINGEN, Manufacturers of
Accordions, Harmonicas, Violins, Bows
and Full Line of Accessories
Write for Catalan and Prices
Office and Show Room
1133 BROADWAY, NEW VORK
Shipping and Stock Room
NEW DORP. S. I.. NEW VORK
HENRY
5TADLMAIR torn
£N
% < MUSICAL INSTRUMENm
*AND ACCESSORIES - II5II7 EAST 2 5 R O 5T. NEWYORKj
OSCAR SCHMIDT, Inc.
La Scala
Write for
Price*
87-lOi FERRY ST., JERSEY CITY, N. J.
Oldest and Largest Plant of Its Kind in America
STELLA
MLLLA
BANJOS
GUITARS
ZITHERS
VIOLINS
AND
-I BANJO-MANDOLINS IKILKLK9
ACCORDIONS SUPPLIES
S O V E R E I G N I TENOR BANJO MAND. HAWAIIAN Gl ITARS HARMONICAS CASKS, KTC.
The STELLA and SOVEREIGN Brandt have become National Nece$$itie$
FOR YEARS, THE PRINCIPAL SOURCE OF SMALL STRING INSTRUMENTS IN AMERICA
THE BEST FOR THE MONEY
ALWAYS KEEP OUR PRICE LIST BEFORE YOU
JANUARY 24, 1925
ularly true. Great sales follow small sales as
surely as the vacuum cleaner does its biggest
work in the Spring.
"When you sell Mr. Jones a 30-cent saxo-
phone reed you are paving the road to the sale
of a $95 saxophone. And once music is estab-
lished in the home of Mr. Jones the road is
clear to the sale of a $450 piano.
"True? It is being proved every day. Firms
like Sherman, Clay & Co., of San Francisco, and
Grinnell Bros., of Detroit, know that it works.
Their entire success is built around this prin-
ciple. (And these firms sell 'Kingis.')
"A second principle in merchandising is this:
Put yourself outside the competitive class.
"Vern Priddy, one of the nation's shrewdest
merchandisers, said this one day: 'Actual test
shows that only one store in Chicago (he re-
ferred only to department stores) has sold the
name idea over and above the goods idea. That
is Marshall Field & Co. And its success is too
well known to need repeating. They have so
persistently sold themselves that to-day they
are above competition.
"Take this illustration: Mr. Smith comes to
you and expresses a wild curiosity about pianos.
You sell him on the value of music in the home,
and of the piano as a means to that end. And
then your competitor takes the sale on cut price.
If you had sold Mr. Smith on the idea of a
piano, plus the specific value of the particular
line you carried, the sale would have been yours,
providing that you alone handled that piano in
your town.
"There, in a crude way, we have illustrated
the application of the principle and brought in a
third principle—t lie value of the exclusive
agency.
"Selling goods that are bought because of the
qualities the name stands for, and being com-
pletely protected in that sale is the soundest
sort of merchandising practice.
"In doing the first you put yourself beyond
competition, and by assuring yourself of the sec-
ond you are making certain that every ounce
of your selling efforts will resolve itself into
profit for you—not your competitor."
Some of the titles of the various subjects
following are: "National Acceptance," "Pro-
tecting Your Profit," "A Close Relationship,"
"Your Interests Are Ours" and "Helping Sales
With Selling Helps."
These titles give a pretty fair idea of the
nature of the booklet and what it endeavors to
impart in the way of explaining the King sales
policy. Much care has been devoted to the
booklet and its contents. The letter itself is
signed by R. M. White, secretary of the com
pany, which gives it an additional personal
touch.
Many merchants will value the booklet highly,
not only for the convenient way it has been
issued but for the meaty material that is spread
throughout its pages. After having read it the
reader feels as if he had been taken into the
confidence of a great company.
With Sherman, Clay & Go.
PORTLAND, ORE., January 14.-—William Billings
formerly banjoist with Vic Meyers' Orchestra,
has joined the small goods department of the
local Sherman, Clay & Co. store and will act
as assistant to W. A. McDonnell, manager of
this department.
WE HONESTLY BELIEVE
THAT BOSTON MUSICAL
INSTRUMENT CASES ARE
THE FINEST CASES MADE
Many Music Dealers
Share This Opinion
Boston Violin Case Co.
100 Haverhill St.
Boston
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