Music Trade Review
Issue: 1927 Vol. 85 N. 23 - Page 11
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
DECEMBER 3, 1927
Selling the Brunswick Topic of Harris
Address Before Portland Retail Trade
Special Factory Representative Talks Before Seventy Members of Portland Trade in
Retail Selling Talk—A. S. Cobb Made Brunswick Sales Manager in Northwest
DORTLAND, ORE., November 24.—O. P.
Harris, special traveling representative of the
Brunswick-Balke-Collender Co., who is making
a tour of the country giving sales talks to the
dealers and salesmen of the Brunswick agencies,
was presented to the Portland dealers and sales-
men and saleswomen by A. R. McKinley,
Pacific Northwest district manager of the
Brunswick-Balke-Collender Company, the eve-
ning of November 7, at the company's head-
quarters in Portland. Over seventy members
of the trade responded to the invitation and
listened to one of the best sales talks ever given
in this city.
Mr. Harris began by stating that a selling
program should be prepared and studied with
the same care as the artist does his or her pro-
gram. He referred to Bradstreets which states
that 36 per cent of the failures are caused by
incompetency and also to the statement that 70
per cent of all sales are emotional, while only
30 per cent are logical. He then referred to
the selling of the Panatrope, recalling many
instances where incompetent salesmen have
failed in selling the instrument. The salesman
must know his instrument in the first place, so
as to demonstrate it intelligently. He pounded
home the fact that much depended on the
demonstration and the manner in which it is
conducted. It is very essential that the right
records be used, which must be selected before
the demonstration. The salesman should have
a case of records that will cover the tempera-
ment of all classes of customers. These need
not be more than a dozen or so.
Before making the demonstration, he said
the salesman should size up his customer. This
can be accomplished by a few well-chosen ques-
tions, observation and common sense. First
find out why he desires to purchase: this in-
cludes enjoyment, educational, entertainment,
esteem and professional use. Then discover the
buying power of the customer. This can be de-
termined by finding the district in which he
Jives, his friends and the way he is dressed.
Then find out the kind of music he enjoys. This
Mr. Harris placed in three classes: head, heart
and foot. And lastly the temperament of the
customer, whether positive, negative or neutral,
must be considered. Having arrived at this
stage, if the salesman knows his Panatrope, he
can proceed to demonstrate, choosing the
records that will fit the case.
It is important to use only perfect records,
because the Panatrope is just as good as the
records played upon it. It is a great mistake
to play a "head" record—a classical one—for
one who wants "foot" music, and vice versa.
He also stressed the point that the salesman is
selling the Panatrope and the radio attachment
can be referred to but must not be dwelt upon.
Mr. Harris said that very many salesmen get
into a rut and the only "difference between a
rut and the grave is its length and depth,"
After leaving Portland, Mr. Harris will visit
Seattle, Tacoma and Spokane, returning to
Portland and then going to California by way
of the Willamette Valley, stopping at the cities
and towns en route to give the Brunswick deal-
principles,
ers and salesmen sales talks on general selling
A. S. Cobb has been appointed sales manager
under A. R. McKinley, Pacific northwest dis-
trict manager of the Brunswick-Balke-Collender
Co., with headquarters at Portland. Mr. Cobb
was formerly connected with the wholesale de-
partment of Sherman, Clay & Co., having been
with them for the past seventeen years.
Harold S. Gilbert, one of Portland's pioneer
piano men, has moved from his Fifth street
location and opened sales rooms at room 403
Meagley-Tischner building, at Broadway and
Alder streets.
There is a steadily increasing demand for pipe
organs in homes, according to J» B. Jamison, of
San Francisco, representative of the Estey Or-
gan Co., of Brattleboro, Vermont, who was a re-
cent Portland visitor. Mr. Jamison states that
the reproducing organ is becoming very popu-
lar in his district.
Chicago Opera in Miniature in Victor
Window by Boston Store of Milwaukee
Animated Display Linked Up With the Opening of the Chicago Civic Opera in That
City Makes Use of "Aida" Number on Orthophbnic in Stage Setting
Y ' | ILWAUKEE, November 28.—The Victor
*•**• was featured in connection with the open-
ing of the opera season in Milwaukee November
18, and Victor records and the machine itself
were brought prominently before the public in
a display directed by W. A. Gillies, display man-
ager for the Boston Store, in co-operating with
William Armstrong, buyer for the department.
The window held the reproduction of an opera
performance arranged by the Chicago Civic
Opera Co. and showing an ornate orchestra pit
and stage. Seventy-five miniature players and
the director rise slowly into view on the plat-
form and at a signal from the director the timed
Victrola begins selections from "Aida" while
the players go through all the motions of the
living musician. The curtains of the stage draw
apart and one of the scenes from the opera is
shown while the voice of the phonograph makes
the still figures in the well-designed setting very
realistic.
A loud-speaker attachment was used so that
the music sounded clearly outside the window.
"The display offered a means of presenting
our phonograph section in a way which we
would otherwise not have dared to carry out."
11
The Music Trade Review
said Mr. Gillies, "for the mere playing of the
phonograph to crowds passing by the store
gives an atmosphere of cheapness which was
not conducive to making persons look on the
store with respect as a buying center.
"With the proper setting for the music we
were able to present it in a manner at once
dignified and interesting and stimulating to both
the phonograph and the record department. In
addition the store received a good amount of
prestige from this showing."
The display occupied mechanics of the Chi-
cago Civic Opera Co. for six years for the
designing and building and it was constructed
at a cost of approximately $10,000. Milwaukee is
the third city in which it has been shown, a
previous showing being made in Chicago and in
Detroit and then it is believed the phonograph
tie-up was not made.
astrous fire which gutted the main floor of the
big store. Smoke and water did much damage
to radio, talking machines and records, mer-
chandised in the basement store. The damaged
merchandise is being closed out at a discount
and large stocks of new phonographs ajid radios
have been ordered in for th# holiday trade.
Standke's New Store in
Kansas City Is Opened
KANSAS CITY, MO., November 28.—Standke's
have opened their new store at 1210A Main
street and in the week they have been open
are enthusiastic about the results they have had.
They are keeping their old store as the main
store, but are keeping only the new store open
in the evenings. It is a small shop 10j^ feet
wide by 60 feet deep. It is, however,
strategically located to draw the theatre crowds,
being half a block from the new Loew's Mid-
land Theatre, and on the direct stream of traffic
to that theatre, and to the Main Street The-
atre as well. These are the city's two largest
theatres, Loew's having a 4,000 seating
capacity. The shop is finished inside with
Chinese red antiqued tables and chairs, and has
demonstrating tables prepared to serve ten per-
sons. A small demonstrating room in the rear
is for those who do not like to hear their
records with head pieces, and a deep balcony is
for the machine department. Standke's report
business in both of their stores excellent at
this time.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
Pratt Read
Products
keys actions
players
are shipped on time.
When we make a
promise y o u can
count on it.
When y o u w a n t
quick s e r v i c e you
can get it.
We have over
200,000 sq. ft.
of manufacturing
space to back you
up with.
Write us at the
first opportunity.
PRATT, READ & CO.
Dales Store Reopens
Established i n 1 8 0 6
AKRON, O., November 28.—The phonograph and
radio departments of the George S. Dales Co.,
Victor dealer here, have been reopened follow-
ing a brief suspension resulting from a dis-
The PRATT READ PLAYER ACTION CO.
Deep River, Conn.
DECEMBER 3, 1927
Selling the Brunswick Topic of Harris
Address Before Portland Retail Trade
Special Factory Representative Talks Before Seventy Members of Portland Trade in
Retail Selling Talk—A. S. Cobb Made Brunswick Sales Manager in Northwest
DORTLAND, ORE., November 24.—O. P.
Harris, special traveling representative of the
Brunswick-Balke-Collender Co., who is making
a tour of the country giving sales talks to the
dealers and salesmen of the Brunswick agencies,
was presented to the Portland dealers and sales-
men and saleswomen by A. R. McKinley,
Pacific Northwest district manager of the
Brunswick-Balke-Collender Company, the eve-
ning of November 7, at the company's head-
quarters in Portland. Over seventy members
of the trade responded to the invitation and
listened to one of the best sales talks ever given
in this city.
Mr. Harris began by stating that a selling
program should be prepared and studied with
the same care as the artist does his or her pro-
gram. He referred to Bradstreets which states
that 36 per cent of the failures are caused by
incompetency and also to the statement that 70
per cent of all sales are emotional, while only
30 per cent are logical. He then referred to
the selling of the Panatrope, recalling many
instances where incompetent salesmen have
failed in selling the instrument. The salesman
must know his instrument in the first place, so
as to demonstrate it intelligently. He pounded
home the fact that much depended on the
demonstration and the manner in which it is
conducted. It is very essential that the right
records be used, which must be selected before
the demonstration. The salesman should have
a case of records that will cover the tempera-
ment of all classes of customers. These need
not be more than a dozen or so.
Before making the demonstration, he said
the salesman should size up his customer. This
can be accomplished by a few well-chosen ques-
tions, observation and common sense. First
find out why he desires to purchase: this in-
cludes enjoyment, educational, entertainment,
esteem and professional use. Then discover the
buying power of the customer. This can be de-
termined by finding the district in which he
Jives, his friends and the way he is dressed.
Then find out the kind of music he enjoys. This
Mr. Harris placed in three classes: head, heart
and foot. And lastly the temperament of the
customer, whether positive, negative or neutral,
must be considered. Having arrived at this
stage, if the salesman knows his Panatrope, he
can proceed to demonstrate, choosing the
records that will fit the case.
It is important to use only perfect records,
because the Panatrope is just as good as the
records played upon it. It is a great mistake
to play a "head" record—a classical one—for
one who wants "foot" music, and vice versa.
He also stressed the point that the salesman is
selling the Panatrope and the radio attachment
can be referred to but must not be dwelt upon.
Mr. Harris said that very many salesmen get
into a rut and the only "difference between a
rut and the grave is its length and depth,"
After leaving Portland, Mr. Harris will visit
Seattle, Tacoma and Spokane, returning to
Portland and then going to California by way
of the Willamette Valley, stopping at the cities
and towns en route to give the Brunswick deal-
principles,
ers and salesmen sales talks on general selling
A. S. Cobb has been appointed sales manager
under A. R. McKinley, Pacific northwest dis-
trict manager of the Brunswick-Balke-Collender
Co., with headquarters at Portland. Mr. Cobb
was formerly connected with the wholesale de-
partment of Sherman, Clay & Co., having been
with them for the past seventeen years.
Harold S. Gilbert, one of Portland's pioneer
piano men, has moved from his Fifth street
location and opened sales rooms at room 403
Meagley-Tischner building, at Broadway and
Alder streets.
There is a steadily increasing demand for pipe
organs in homes, according to J» B. Jamison, of
San Francisco, representative of the Estey Or-
gan Co., of Brattleboro, Vermont, who was a re-
cent Portland visitor. Mr. Jamison states that
the reproducing organ is becoming very popu-
lar in his district.
Chicago Opera in Miniature in Victor
Window by Boston Store of Milwaukee
Animated Display Linked Up With the Opening of the Chicago Civic Opera in That
City Makes Use of "Aida" Number on Orthophbnic in Stage Setting
Y ' | ILWAUKEE, November 28.—The Victor
*•**• was featured in connection with the open-
ing of the opera season in Milwaukee November
18, and Victor records and the machine itself
were brought prominently before the public in
a display directed by W. A. Gillies, display man-
ager for the Boston Store, in co-operating with
William Armstrong, buyer for the department.
The window held the reproduction of an opera
performance arranged by the Chicago Civic
Opera Co. and showing an ornate orchestra pit
and stage. Seventy-five miniature players and
the director rise slowly into view on the plat-
form and at a signal from the director the timed
Victrola begins selections from "Aida" while
the players go through all the motions of the
living musician. The curtains of the stage draw
apart and one of the scenes from the opera is
shown while the voice of the phonograph makes
the still figures in the well-designed setting very
realistic.
A loud-speaker attachment was used so that
the music sounded clearly outside the window.
"The display offered a means of presenting
our phonograph section in a way which we
would otherwise not have dared to carry out."
11
The Music Trade Review
said Mr. Gillies, "for the mere playing of the
phonograph to crowds passing by the store
gives an atmosphere of cheapness which was
not conducive to making persons look on the
store with respect as a buying center.
"With the proper setting for the music we
were able to present it in a manner at once
dignified and interesting and stimulating to both
the phonograph and the record department. In
addition the store received a good amount of
prestige from this showing."
The display occupied mechanics of the Chi-
cago Civic Opera Co. for six years for the
designing and building and it was constructed
at a cost of approximately $10,000. Milwaukee is
the third city in which it has been shown, a
previous showing being made in Chicago and in
Detroit and then it is believed the phonograph
tie-up was not made.
astrous fire which gutted the main floor of the
big store. Smoke and water did much damage
to radio, talking machines and records, mer-
chandised in the basement store. The damaged
merchandise is being closed out at a discount
and large stocks of new phonographs ajid radios
have been ordered in for th# holiday trade.
Standke's New Store in
Kansas City Is Opened
KANSAS CITY, MO., November 28.—Standke's
have opened their new store at 1210A Main
street and in the week they have been open
are enthusiastic about the results they have had.
They are keeping their old store as the main
store, but are keeping only the new store open
in the evenings. It is a small shop 10j^ feet
wide by 60 feet deep. It is, however,
strategically located to draw the theatre crowds,
being half a block from the new Loew's Mid-
land Theatre, and on the direct stream of traffic
to that theatre, and to the Main Street The-
atre as well. These are the city's two largest
theatres, Loew's having a 4,000 seating
capacity. The shop is finished inside with
Chinese red antiqued tables and chairs, and has
demonstrating tables prepared to serve ten per-
sons. A small demonstrating room in the rear
is for those who do not like to hear their
records with head pieces, and a deep balcony is
for the machine department. Standke's report
business in both of their stores excellent at
this time.
Consult the Universal Want Directory of
The Review. In it advertisements are inserted
free of charge for men who desire positions.
Pratt Read
Products
keys actions
players
are shipped on time.
When we make a
promise y o u can
count on it.
When y o u w a n t
quick s e r v i c e you
can get it.
We have over
200,000 sq. ft.
of manufacturing
space to back you
up with.
Write us at the
first opportunity.
PRATT, READ & CO.
Dales Store Reopens
Established i n 1 8 0 6
AKRON, O., November 28.—The phonograph and
radio departments of the George S. Dales Co.,
Victor dealer here, have been reopened follow-
ing a brief suspension resulting from a dis-
The PRATT READ PLAYER ACTION CO.
Deep River, Conn.
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