Music Trade Review

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Herds a business
J9uilt on Faith
and Co-operation
I
N April, 1927, we received word from
Chickering & Sons that we had been
awarded a grand prize in their national
contest for selling more Chickering pianos
proportionately, in our territory than any other
dealer in the United States. As a reward for
our efforts in this respect, I was given a Chick-
ering grand piano, with an engraved gold plate
fastened to the panel below the keyboard.
Many times since then we have been asked
to tell of our methods in producing such a
large sales volume for this territory. We have
received many complimentary letters, a great
deal of complimentary publicity, and, indirectly,
quite a number of orders.
I have given quite a little thought to the
causes that led up to our success in this con-
test, and I believe that the chief motive behind
our effort was our faith in the products we
sell.
It is a matter of pride with us that we have
placed pianos in the Texas, Aztec and Palace
Theatres here in San Antonio, as well as the
Municipal Auditorium, Main avenue High
School and several other institutions. In addi-
tion to these sales which have helped to keep
the name and the product before the public, we
have placed pianos in a large part of the finest
homes in southwest Texas.
We have developed quite a little prestige for
our company by a wholehearted co-operation
with the local music clubs and other dramatic
societies in their activities.
Recently when
As told to B. C. Reber
By
MRS. MATTIE WALTHALL LEMAN
Vice-President, Walthall Music Co.,
San Antonio, Texas
prospective customers and assure ourselves that
they are worthy of such an instrument before
approaching them on the questioning of buying.
Our clientele of customers includes a large part
of the best families in this city. From them
we have received suggestions regarding other
families who should own pianos.
Many of our prospects come from music
clubs whom we have assisted in putting on a
play or concert. Our sheet music department
is large and complete, and we are often able
to tie in the two departments in such a man-
ner that sales will result for both.
We have gone out of our way on many occa-
sions to help music teachers, pupils and clubs;
and they have shown their appreciation by send-
ing us many good prospects. I believe that the
closer the understanding between those who
sell and those who play, the better will be the
industry.
In taking on some new lines recently we have
cut down our territory to where we now do not
have to cover so much ground, but we have
more to do with. Heretofore a large part of
our piano sales have been in this city which,
The experience of the Walthall Music Go. indicates that piano
selling, properly and intelligently done, is not a one-time propo-
sition, but can be made an established enterprise with a follow-
ing that means a developing business for many years to come
the San Antonio Civic Opera Company put on
two shows, we turned over our entire third floor
for rehearsals, and furnished the pianos for the
shows.
Further than this we have been instrumental
in bringing some of the most famous pianists
to San Antonio, and the music lovers of this
city have had the opportunity of hearing them
without charge. I believe this has been one of
the greatest, far-reaching steps toward the spon-
soring of greater interest in music that has ever
been undertaken.
At the last concert given in this city, we
leased the large ballroom in the Gunter Hotel,
and although this room has a. seating capacity
of nearly a thousand, including a balcony, there
were hundreds who stood up during the entire
concert. This not only proves beyond any ques-
tion of doubt the interest existant in music, but
it shows that people still appreciate classical
music as well as light, popular airs.
We are not in favor of high-pressure sales-
manship. In fact, we select a great many of our
when it is remembered that we have won a
national contest in this work, speaks well for
our efforts.
Now we arc planning to work the country
trade more. The education of music that has
done so much good in the schools in recent
years is gradually spreading into the rural dis-
tricts. I believe that here it will have even
greater success than in the cities, for children
in country schools have more time for music
and not so many other things to distract their
attention.
We believe in having competent salesmen in
all our departments, and especially in the sale
of pianos. It is evident that where a, sale
amounting to several hundred dollars is to be
closed that a more matured, better educated
man will have more success than a green sales-
man who is just starting out. We have two
men in our department who have been engaged
in selling pianos all their lives. Another, who
recently joined the organization, is recognized
as a first-class floor man.
11
Mrs. Mattie Walthall Leman
I do not mean to infer that we do not have
men in our organization selling pianos who
have not had a great deal of experience. What
I wish to stress is that selling pianos is a seri-
ous business and should be taken as such. Men
who sell these instruments should be trained
men. If they are accomplished musicians, so
much the better. If they have a large following
among the music lovers of their community,
that will help.
There is too much running from door to door
and not enough selling. We often spend sev-
eral weeks in working up a single sale, but
when the sale is completed, it is one of which
any firm might be justly proud. There is no
better recommendation for a firm than to turn
to some of the city's best families and say, 'We
sold them pianos.'
The Walthall Music Co. began business ap-
proximately twenty years ago and we have
sold a great many families, some more than one
instrument. We have sold mother and daughter;
father and son. During all these years we have
had absolute faith in our product. We are
proud of the pianos we sell, and I think that
any dealer no matter what line he has, must
feel the same way if he is to sell that line
successfully. A strong confidence in the line
you are selling will do more to help in getting
across your sales than anything else that could
be designed.
In our new location we have a very large floor
space on our first floor that is devoted exclu-
sively to the display of pianos. We find that
this is good business. It shows off the various
period models to the best advantage. It gives
more room to demonstrate what we have in
stock.
Faith and co-operation are strong factors in
any business, and in our case they have played
an important part in bringing about what suc-
cess we have achieved.