Music Trade Review
Issue: 1925 Vol. 81 N. 14 - Page 7
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
Ocrnm-K
1925
THE
MUSIC TRADE
REVIEW
A "Three-Way Selling Plan" Used by
a Chicago Retail Merchant
Pianos, Talking Machines and Radio All Sold on Each Direct Mail Campaign Carried Out by Glick's Music
Shop of Chicago—From a Talking Machine Store to a General Music Store by the Constant
Building of Good Will Among the Clientele to Which This Institution Appeals
A
"THREE-WAY selling plan" is the
term that would best describe the mer-
chandising campaign that Glick's Music
Shop, 2100 Division avenue, Chicago, recently
conducted in that vicinity with such success.
The history and development of the Glick or-
ganization also reveals the growing tendency
of exclusive talking machine shops to evolve
into general music houses. Moreover, if the
principles upon which this merchant operates in
selling talking machines are well founded, these
same principles can be brought to bear in sell-
ing other musical merchandise, including pianos,
as Glick's has demonstrated.
For the past fifteen years Glick's Music Simp
has sold only phonographs and records. As
phonograph merchandisers the company last
year did a $25O,O(X) business in Victor talking
machines and records. A little more than a
half year ago, however, it added the Gulbransen
line of pianos and on Gulbransen sales it has
already gone over the $35,000 mark.
Recently radio was added as another depart-
ment, with nationally advertised lines only, like
all the products handled by this concern. With
these lines as a basis the company is conducting
a unique, "three-way" selling campaign. But be-
fore we describe this latest selling plan, it is
advisable to point out the fundamental princi-
ples that govern all the Glick business.
What Created the Size
The large size of the Glick talking machine
business may be attributed to a number of
things. In the first place, the company believes
in handling nationally known products and has
always held to -its Victor dealership. In the
second place a great deal of advertising is done
by the company itself, which is one of the larg-
est local buyers of display space in the Jewish
papers, which trade is its specialty. Third, the
company has maintained a strict service policy,
employing a staff of mechanics to give service
on all machilies, not necessarily only on those
sold by Clicks but on all Victor machines on
which service is requested. In this way it has
built up an enviable reputation as a reliable
talking machine dealer. One might say that
whenever anybody in this locality thinks of buy-
ing a phonograph, the associating thought is, in
practically all cases, "Glick's."
The Piano Policy
Since the addition of other musical merchan-
dise, though, this statement might be changed
to "whenever the people in this neighborhood
Ihink of buying a musical instrument they natu-
rally go to Glick's." For the company is as en-,
th'usiastic over the piano as it is over the talking
machine and has done its .part to make the com-
munity share its enthusiasm through extensive
advertising and canvassing. The successful
methods worked out for selling talking machines
have been adapted to pianos and radio. Pianos
are tuned immediately after being delivered and
tuning service is provided every three months
for the first year whether payments arc up-to-
date or not.
Through these fundamental business princi-
ples the company has won the confidence of the
Jews of Chicago. The achievement, of course,
has not -been accomplished without hard work
and the persistent application of sound selling
ideas.
The Three-Way Plan "
The latest of these is the three-way plan,
which is conducted as follows:
A general sales letter about the Gulbransen
piano is sent to a list of some 5,000 prospects.
At the close of the letter a postscript is added
to the effect that perhaps the prospect is inter-
ested in a phonograph or a radio, or has a friend
interested. If so, the prospect is asked kindly
to fill out the inclosed card and if the sale is
made the party who sent in the prospect card
will receive either a beautiful table lamp or a
fernery as illustrated thereon.
This same process is carried out in sending
to the same list a general sales letter about the
phonograph, with a postscript suggesting piano
or radio. The third letter is a radio sales appeal
and the postscript concerns the piano and
phonograph.
The company is therefore "killing several
birds with one stone," for in addition to mak-
ing a general sales appeal on all three instru-
ments a substantial prospect list is secured in
this manner. The party who sends in the name
usually makes sure that it is a live prospect, foi
the stimulus in sending in the name is the de-
sire to own either the lamp or fernery, and it
is understood that unless the prospect is sold
either the piano, phonograph or radio the gift
will not be forthcoming.
But the prospects do not end here. The party
that fills out and sends in a prospect is asked
the following questions:
Do you own a piano, phonograph or radio?
Spaces for a check mark are reserved. Then
the name of the postcard prospect is given,
with a check mark for either one of these in-
struments.
It can therefore be seen that not only has
the original prospect list been enlarged, but a
very accurate list has been compiled, through
the postcard system.
Another feature of the
campaign has been the increase in community
interest in pianos, phonographs and radios.
The Canvassing Plan
In addition to the mailing campaign, canvass-
ers call on the prospects directing attention to
the postcard offer, and in this way serve as a
check-up on the people who may be lax in send-
ing in names.
The campaign is still on and already it has
been marked as a success. The foundation idea
of the campaign was generated when Carl Glick,
some time ago trimming the store windows,
placed in them several attractive table lamps to
set off the display of musical instruments.
A number of calls were immediately received
for the lamps and people began dropping in to
find out how much they cost and to buy them.
It was explained that the lamps were not for
sale, but the explanation provoked so many
•looks of disappointment that Mr. Glick began
to tell the inquirers that if they would furnish
him with the name of a prospect for a piano,
phonograph or radio, and if the information re-
sulted in a sale, one of the lamps would be
handed over free. In most cases the inquirer
responded with a name or two, and the sales be-
gan to come in rapidly.
As the idea crystallized, Mr. Glick and his
partners made a canvass of the neighborhood
themselves, offering a lamp to such persons as
would supply the name of a buyer. Again the
response was favorable and the complete cam-
paign was then outlined and carried out.
Porto Rico Reduces Taxes
on Musical Instruments
He visited the Steinway plant in Hamburg, and
was much impressed with the efficiency of pro-
duction there.
Excise Taxes on Various Instruments From
Ten to Seven Per Cent Under New Internal
Revenue Law
New Bailey Warerooms
WASHINGTON, 1). C, September 21.—Decided re-
ductions in the excise taxes on musical instru-
ments have been provided in a new internal
revenue law put into effect in l'orto Rico last
month, according to a report to the Department
of Commerce.
The ad valorem tax on phonographs, organs,
player-pianos and accessories, pianos, har-
moniums and accessories has been reduced
from ten to seven per cent. Musical instru-
ments not specified remain subject to the ten
per cent tax.
At present the tax will be collected at the
time of sale or transfer in Porto Rico, but upon
ratification by the United States Congress the
excise taxes will be collected at the time of
importation into Porto Rico from the United
States and thereafter such articles will be ex-
empt fro-ni further tax.
P. R. Besserman Returns
Philip R. Besserman, district manager of the
Fifth avenue showrooms of Hardman, Peck &
Co., New York, returned last week from Europe
on the S. S. "Resolute," after spending nearly
two months abroad. Mr. Besserman visited
England, Germany, Spain, France, Austria and
the Tyrol, and gained many interesting impres-
sions of business conditions in Central Europe,
The Bailey Music House, of Spokane, Wash.,
has selected new quarters at 712 Sprague street,
which are being remodeled at the present time.
"QUALITY FIRST"
Pianos, Players
and
Radi-O-Players
"Bert by Test"
Writ*
for Territory,
Tmrmt and Catalog
WEYDIG PIANO CORP.
E.tablitheJ 1880
133rd St. and Brown Plac*
N«w York City
A RKPCTABLB PIANO LINBt
B0ARDMAN & GRAY
UPRIGHT, GRAND, PLATER, REPRODUCING
"Plan© Makers 87 Tears"
..
xi v
Oatalo»u« and Open
A l b a n y , IN. I .
Territory en Request
Ocrnm-K
1925
THE
MUSIC TRADE
REVIEW
A "Three-Way Selling Plan" Used by
a Chicago Retail Merchant
Pianos, Talking Machines and Radio All Sold on Each Direct Mail Campaign Carried Out by Glick's Music
Shop of Chicago—From a Talking Machine Store to a General Music Store by the Constant
Building of Good Will Among the Clientele to Which This Institution Appeals
A
"THREE-WAY selling plan" is the
term that would best describe the mer-
chandising campaign that Glick's Music
Shop, 2100 Division avenue, Chicago, recently
conducted in that vicinity with such success.
The history and development of the Glick or-
ganization also reveals the growing tendency
of exclusive talking machine shops to evolve
into general music houses. Moreover, if the
principles upon which this merchant operates in
selling talking machines are well founded, these
same principles can be brought to bear in sell-
ing other musical merchandise, including pianos,
as Glick's has demonstrated.
For the past fifteen years Glick's Music Simp
has sold only phonographs and records. As
phonograph merchandisers the company last
year did a $25O,O(X) business in Victor talking
machines and records. A little more than a
half year ago, however, it added the Gulbransen
line of pianos and on Gulbransen sales it has
already gone over the $35,000 mark.
Recently radio was added as another depart-
ment, with nationally advertised lines only, like
all the products handled by this concern. With
these lines as a basis the company is conducting
a unique, "three-way" selling campaign. But be-
fore we describe this latest selling plan, it is
advisable to point out the fundamental princi-
ples that govern all the Glick business.
What Created the Size
The large size of the Glick talking machine
business may be attributed to a number of
things. In the first place, the company believes
in handling nationally known products and has
always held to -its Victor dealership. In the
second place a great deal of advertising is done
by the company itself, which is one of the larg-
est local buyers of display space in the Jewish
papers, which trade is its specialty. Third, the
company has maintained a strict service policy,
employing a staff of mechanics to give service
on all machilies, not necessarily only on those
sold by Clicks but on all Victor machines on
which service is requested. In this way it has
built up an enviable reputation as a reliable
talking machine dealer. One might say that
whenever anybody in this locality thinks of buy-
ing a phonograph, the associating thought is, in
practically all cases, "Glick's."
The Piano Policy
Since the addition of other musical merchan-
dise, though, this statement might be changed
to "whenever the people in this neighborhood
Ihink of buying a musical instrument they natu-
rally go to Glick's." For the company is as en-,
th'usiastic over the piano as it is over the talking
machine and has done its .part to make the com-
munity share its enthusiasm through extensive
advertising and canvassing. The successful
methods worked out for selling talking machines
have been adapted to pianos and radio. Pianos
are tuned immediately after being delivered and
tuning service is provided every three months
for the first year whether payments arc up-to-
date or not.
Through these fundamental business princi-
ples the company has won the confidence of the
Jews of Chicago. The achievement, of course,
has not -been accomplished without hard work
and the persistent application of sound selling
ideas.
The Three-Way Plan "
The latest of these is the three-way plan,
which is conducted as follows:
A general sales letter about the Gulbransen
piano is sent to a list of some 5,000 prospects.
At the close of the letter a postscript is added
to the effect that perhaps the prospect is inter-
ested in a phonograph or a radio, or has a friend
interested. If so, the prospect is asked kindly
to fill out the inclosed card and if the sale is
made the party who sent in the prospect card
will receive either a beautiful table lamp or a
fernery as illustrated thereon.
This same process is carried out in sending
to the same list a general sales letter about the
phonograph, with a postscript suggesting piano
or radio. The third letter is a radio sales appeal
and the postscript concerns the piano and
phonograph.
The company is therefore "killing several
birds with one stone," for in addition to mak-
ing a general sales appeal on all three instru-
ments a substantial prospect list is secured in
this manner. The party who sends in the name
usually makes sure that it is a live prospect, foi
the stimulus in sending in the name is the de-
sire to own either the lamp or fernery, and it
is understood that unless the prospect is sold
either the piano, phonograph or radio the gift
will not be forthcoming.
But the prospects do not end here. The party
that fills out and sends in a prospect is asked
the following questions:
Do you own a piano, phonograph or radio?
Spaces for a check mark are reserved. Then
the name of the postcard prospect is given,
with a check mark for either one of these in-
struments.
It can therefore be seen that not only has
the original prospect list been enlarged, but a
very accurate list has been compiled, through
the postcard system.
Another feature of the
campaign has been the increase in community
interest in pianos, phonographs and radios.
The Canvassing Plan
In addition to the mailing campaign, canvass-
ers call on the prospects directing attention to
the postcard offer, and in this way serve as a
check-up on the people who may be lax in send-
ing in names.
The campaign is still on and already it has
been marked as a success. The foundation idea
of the campaign was generated when Carl Glick,
some time ago trimming the store windows,
placed in them several attractive table lamps to
set off the display of musical instruments.
A number of calls were immediately received
for the lamps and people began dropping in to
find out how much they cost and to buy them.
It was explained that the lamps were not for
sale, but the explanation provoked so many
•looks of disappointment that Mr. Glick began
to tell the inquirers that if they would furnish
him with the name of a prospect for a piano,
phonograph or radio, and if the information re-
sulted in a sale, one of the lamps would be
handed over free. In most cases the inquirer
responded with a name or two, and the sales be-
gan to come in rapidly.
As the idea crystallized, Mr. Glick and his
partners made a canvass of the neighborhood
themselves, offering a lamp to such persons as
would supply the name of a buyer. Again the
response was favorable and the complete cam-
paign was then outlined and carried out.
Porto Rico Reduces Taxes
on Musical Instruments
He visited the Steinway plant in Hamburg, and
was much impressed with the efficiency of pro-
duction there.
Excise Taxes on Various Instruments From
Ten to Seven Per Cent Under New Internal
Revenue Law
New Bailey Warerooms
WASHINGTON, 1). C, September 21.—Decided re-
ductions in the excise taxes on musical instru-
ments have been provided in a new internal
revenue law put into effect in l'orto Rico last
month, according to a report to the Department
of Commerce.
The ad valorem tax on phonographs, organs,
player-pianos and accessories, pianos, har-
moniums and accessories has been reduced
from ten to seven per cent. Musical instru-
ments not specified remain subject to the ten
per cent tax.
At present the tax will be collected at the
time of sale or transfer in Porto Rico, but upon
ratification by the United States Congress the
excise taxes will be collected at the time of
importation into Porto Rico from the United
States and thereafter such articles will be ex-
empt fro-ni further tax.
P. R. Besserman Returns
Philip R. Besserman, district manager of the
Fifth avenue showrooms of Hardman, Peck &
Co., New York, returned last week from Europe
on the S. S. "Resolute," after spending nearly
two months abroad. Mr. Besserman visited
England, Germany, Spain, France, Austria and
the Tyrol, and gained many interesting impres-
sions of business conditions in Central Europe,
The Bailey Music House, of Spokane, Wash.,
has selected new quarters at 712 Sprague street,
which are being remodeled at the present time.
"QUALITY FIRST"
Pianos, Players
and
Radi-O-Players
"Bert by Test"
Writ*
for Territory,
Tmrmt and Catalog
WEYDIG PIANO CORP.
E.tablitheJ 1880
133rd St. and Brown Plac*
N«w York City
A RKPCTABLB PIANO LINBt
B0ARDMAN & GRAY
UPRIGHT, GRAND, PLATER, REPRODUCING
"Plan© Makers 87 Tears"
..
xi v
Oatalo»u« and Open
A l b a n y , IN. I .
Territory en Request
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