Music Trade Review

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iano
By B. BRITTAIN WILSON
larger stores must be attractive real value and importance of the well conducted
ind create the impression that music roll selling effort, The Review, this
the store owner feels that the month, is privileged to describe the manner in
matter is important enough to be which Miss A. Vera Day, manager of the record-
given the proper space and the ing department at Ampico Hall, New York, has
proper furnishing. Environment proven conclusively that such a record depart-
Miss A. Vera Day
has much to do with putting the ment can be turned into a friend and money-
customer in the proper frame of maker.
HY is it that in many music stores mind to buy and that is why the tiled, well-
As the writer was ushered in to Miss Day's
featuring reproducing pianos, the lighted and clean gas station gets the bulk of office recently she was just saying into the tele-
music roll department is treated as the motorists' business in competition with a phone, "You will take them all? I'll send them
a stepchild when, as a matter of fact, less orderly competitor. If appearances help up this afternoon. Thank you, Mrs. Sturtevant.
and as has been frequently illustrated, such a sell gas, why should they not help sell music Good-bye." This came at the end of a business-
department intelligently and properly handled rolls?
like but friendly telephone conversation, and,
can be made to prove almost invaluable. A
As to the personnel of those to whom this turning from the receiver, Miss Day said, "That
properly conducted music roll department case of reproducing piano owners is intrusted, was one of my best customers. I was telling
accomplishes three important things, first it pro- it should be carefully selected. The members her about the new Ampico recordings which
duces a worth-while profit on a substantial sales should not only be familiar with the rolls in have just come in. There were five I knew she
volume; secondly, it provides a direct means the catalog, but should have a general knowl- would like, and instead of coming down to hear
for maintaining regular contact with the cus- edge of all types of music which is most easily them, she says, 'Send them up.' That's a pleas-
tomer and keeping him satisfied and interested gained by attending local musical events of ent proof of confidence, isn't it?"
in his instrument; and thirdly, it produces, every kind, opera, musical shows and concerts.
"Have you many such customers?" I asked.
through this contact, a very substantial number
of prospects for reproducing and straight pianos
for the sales department to work on.
Not so long ago a prominent member of the
trade declared that his figures showed that over
80 per cant of sales in new reproducing pianos
were made to people who had become interested
through the conversation of friends owning such
instruments and had seen and heard them in op-
eration at the homes of friends. It is the con-
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stant supply of new music rolls or records that
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keeps the owner interested in his instrument
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after the first excitement and thrill of posses-
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sion has somewhat cooled. It is the contact
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created by an intelligent person in charge of
selling music rolls that ofttimes brings to light
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trivial and easily adjusted mechanical irregulari-
ties which, while they last, prevent the instru-
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ment from doing its best. In short, the music
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roll department is the friend producer for the
a
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house if given a fair chance to show what il
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can do. It does not matter whether a dealer
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has six or six thousand owners, personal atten-
tion to them brings results that richly repays
the effort.
Music rolls or records are not bought, but
must be sold in a great majority of cases. The
mailing of monthly bulletins and circulars is
not always sufficiently effective to produce
worth-while results. Too often the bulletin is
received and laid aside for attention at a more
convenient time, and that time not materializ-
The Record Stock Should Be Complete and Orderly
ing, the month passes without any new rolls
being ordered. It is the personal contact, either
by telephone or by a call at the home, that It is this knowledge which enables the sales
"Lots," came her answer, as prompt and busi-
promotes music roll buying, for there are many person to talk intelligently with the customer; nesslike as her telephone conversation. "You
to whom a title means little or nothing, but to discuss the concert of last evening or the see, I am lucky enough to have discovered their
who become enthusiastic when the piece itself music of the latest Broadway success, and to musical taste and many of them let me send
is demonstrated.
gauge the musical taste of the customer and what I know they will like, and the recordings
don't come back which means that I have sent
Intelligent service in the music roll depart- make suggestions accordingly.
ment, however, is not all. The quarters in our
For those who are still doubtful as to the them just the music they want."
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