Music Trade Review

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Even in Big Cities a
ensus
Produces Results
T
HE story of piano can-
vassing, to use a broad
term, is not a new one
to piano dealers. Like
good old melodies that never
die, this method of solicitation
seems to be fundamentally
right, for during the many
years that it has been worked
by piano men it has not lost
its effectiveness in securing
piano sales; also despite the
fact that many new advertising propositions
have come to the fore in recent years.
There are, however, various phases or out-
growths of the door-to-door canvass, used in
present-day solicitation. The Chicago branch
of the Baldwin Piano Co., in addition to their
newspaper advertising, has always been active
in securing sales in this city by means of the
canvassing system.
Heretofore, however, the "doorbell ringers"
consisted of crews of men. To-day the actual
canvassing is done by women, who take a
musical census of the district in which they
work. This plan, which has been authorized
By ELTON J. NEALY
keeping a record of this page
and solicitations, there is no
duplication of effort or ques-
tion on whose prospect it is
when a sale is brought about.
On some occasions there are
as many as twelve men using
the special telephones which
have been installed for this
purpose.
One thing that is encourag-
ing to the men doing the
telephone solicitation is that the ring always
brings an answer if there is anyone at home.
This is overcoming to some extent the prob-
lem of getting to talk to the housewife, which
solicitors are complaining of more and more.
Also on this account the taking of a musical
census by women has been exceedingly effective
in liming up the prospect. These two methods,
which are modern adaptations of the old can-
vassing system, work hand in hand.
It is granted that the standing of the firm
in the community, its advertising and other
sales promotion methods have some bearing
in helping the salesman to receive an audience
when he gets his party on the wire. A great
deal depends, however, upon the salesman's
ability to secure the desired information and
make the appointment.
It is noteworthy and interesting that price
is not the main factor or the big inducement
that will interest the prospect. On the other
hand, it is ascertaining the particular needs of
the prospect and pointing out that this need
can be fulfilled. In this connection the small
grand piano comes to the fore, as in most
instances the prospect is interested in a baby
grand or a studio type upright as the ideal
How the Baldwin Piano Go. in Chicago, secured
many excellent prospects as the result of an in-
tensive musical canvass carried on in that city.
made on the card from the inquiry state
whether the party has a piano, talking machine,
or radio; if so, what the make, style and age
of same is. If there is no particular instru-
ment in the home, the question is asked: "Are
you interested in owning any one of these in-
struments, and if so, how soon?"
If the prospect card shows that the party is
in the market now, he is followed up within
twenty-four hours after the census card has
been turned in and carefully checked. For this
latter solicitation and sales work a trained
staff of men work on the closing of sales.
When the men are not busy on the outside,
Music Census
Authorized by The National Association of Music Merchants
' Have you a—
Piano
Make
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Are you interested in owning a Piano
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If so, how soon
Name
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Date
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by the National Association of Music Mer-
chants, is not new, of course, and is being
carried out with a measure of success in other
localities. It is the practical demonstration of
the plan and its application that is worth noting
for it is proving to be an effective means of
securing good piano prospects wherever intel-
ligently applied.
The Chicago branch of the Baldwin Co.
started a musical census some time ago and
employed sixteen women who work three hours
a day in the forenoon. It was found that this
was the most productive part of the day. Here
it might be said that this procedure is not ex-
pensive in relation to the results obtained. The
women are paid $3.00 a day, or $15.00 a week,
working five days a week.
In taking a census of the musical status of
the family called on a complete file of in-
formation is thus obtained, for the notations
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Remarks
Salesman
§
us
the company has an inside canvassing system
by using the telephone. Each individual sales-
man gets one page out of the telephone book
at a time and if the weather does not permit
good solicitation on the outside, or he has come
in to close a sale and is waiting for a customer,
or for any other reason he may be in the
office, his spare time is not lost but put to
good advantage with the telephone.
By giving each salesman a certain page and
type of instrument suited for modern living
conditions. When the prospect's need is voiced
or hinted at the salesman can easily build his
talk around a particular piano in the showroom
or perhaps one that has just been advertised
and carry the conversation to the point of find-
ing out when the prospect will be interested
or even going as far as making a definite ap-
pointment.
(Please turn to page 18)