Music Trade Review
Issue: 1930 Vol. 89 N. 6 - Page 11
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
ianos
as
iJeauttjiers
By CHARLES P. RODMAN
Will Mickel
ILL MICKEL, head of the Mickel
Music Co., Omaha, Neb., has no
patience with those members of the
trade who consider the piano busi-
ness dead and therefore let up in their efforts
to make sales. "The piano business is not
dead," said Mr. Mickel, "but too many dealers
are dead so far as striving for business these
days is concerned," and he- should know be-
cause he has been closely associated with the
piano business for forty
years.
At present Will Mickel
heads a company doing a
good business in pianos,
band instruments, sewing
machines, records a n d
radios. The piano business
is the big end of this, not-
withstanding the popularity
of radio at this time. While
Mr. Mickel can supply an
upright piano he much pre-
fers to sell the baby grands.
They are not only musical
instruments but also a fine
piece of furniture for any
home.
And right there is Mr.
Mickels first selling point
when lie gains admittance
to a home. "Talk your
head off along musical lines
and you get nowhere," said
Mr.
Mickel, "but
talk
beauty, and boost the baby
'grand as an artistic piece
of furniture for the home
and you have made one telling argument in
favor of buying a piano.
"The home where the owner is moderately
fixed as regards finances is the real piano pros-
pect of today. If there are children in that
home then all the better. After you have
played up the beauty feature then you may, if
interest has been aroused, talk culture. Give
the intending purchaser a chance to look at it
from that standpoint. While we sell radios
and do a good business in the line, yet we
never hesitate to place the piano in the light
W
flo
Mr. Mickel compiles a list of possible pros-
pects from civic society memberships, from
names given him by those who have bought
and from the society columns of the newspa-
pers. Especially are announcements of engage-
ments and weddings scanned in this connection.
From this list inquiries are made of friends,
and over the telephone to the parties them-
selves. Appointments are made and the sales-
man then takes his portfolio of photos and
makes the prospect a visit.
"Never mention music or the piano for the
first half hour," said Mr. Mickel. "Dwell on
how much better the home would look from an
artistic standpoint. Show
the photos and dilate on
what beautiful rooms, how
fine they appear at first
glance and how much bet-
ter the appearance of the
room where you are would
be should one of the in-
struments be installed. All
the time you are talking
the piano as a piece of
furniture and do not men-
tion music at all. In time
the prospect becomes en-
thused with the idea. Then
you may go to the second
point, that of culture. Here
you again bring the photos'
into play and look them
over the second time. The
fact that they are printed
in sepia only aids you in
establishing the idea of
culture.
"All photos are mounted
on cards about twelve by
fourteen inches. That gives
One of Mickel's Photographic Sales Arguments
plenty of margin and does
been tried and produced results, Mr. Mickel the view greater credit. In taking these photos
said:
call in the best commercial artist you know,
"In the first place we sought sales among one who not only knows his camera but knows
beautiful arrangement as well, for, mind you, the
the better known citizens of Omaha. When
eve appeal is the big thing in arousing interest.
ten had been made six portfolios were made of
P>eauty, beauty, and then beauty, is your talk."
photos taken in the homes where the pianos
Between calls of the salesman, should the
were installed. Those portfolios now carry
twenty-five photos, done in sepia because of the deal lag, Mr. Mickel sends a personal letter.
These letters dwell on beauty in the home and
richness it makes in the appearance. One of
these is kept in the house for use when a pros- are always accompanied by a small photo of
pect calls at the store. The other five are used some well-known home where a baby grand
(Please turn to page 20)
by the city salesmen.
of being the one and only one musical instru-
ment that adds culture to the home. It requires
skill and study to produce the real musical re-
sult that can only be attained on a piano.
"Upright pianos are out of the picture at
present, unless you can gain a clientele in the
.small apartment homes in the city. Then llu
small sized upright can be sold. We forget the
upright unless the customer specifically in-
quires. The baby grand ranging in price from
$850 to $1,050 is the favorite. They are fine in
appearance, and produce genuine music when
handled by an expert."
When queried regarding methods that have
11
ianos
as
iJeauttjiers
By CHARLES P. RODMAN
Will Mickel
ILL MICKEL, head of the Mickel
Music Co., Omaha, Neb., has no
patience with those members of the
trade who consider the piano busi-
ness dead and therefore let up in their efforts
to make sales. "The piano business is not
dead," said Mr. Mickel, "but too many dealers
are dead so far as striving for business these
days is concerned," and he- should know be-
cause he has been closely associated with the
piano business for forty
years.
At present Will Mickel
heads a company doing a
good business in pianos,
band instruments, sewing
machines, records a n d
radios. The piano business
is the big end of this, not-
withstanding the popularity
of radio at this time. While
Mr. Mickel can supply an
upright piano he much pre-
fers to sell the baby grands.
They are not only musical
instruments but also a fine
piece of furniture for any
home.
And right there is Mr.
Mickels first selling point
when lie gains admittance
to a home. "Talk your
head off along musical lines
and you get nowhere," said
Mr.
Mickel, "but
talk
beauty, and boost the baby
'grand as an artistic piece
of furniture for the home
and you have made one telling argument in
favor of buying a piano.
"The home where the owner is moderately
fixed as regards finances is the real piano pros-
pect of today. If there are children in that
home then all the better. After you have
played up the beauty feature then you may, if
interest has been aroused, talk culture. Give
the intending purchaser a chance to look at it
from that standpoint. While we sell radios
and do a good business in the line, yet we
never hesitate to place the piano in the light
W
flo
Mr. Mickel compiles a list of possible pros-
pects from civic society memberships, from
names given him by those who have bought
and from the society columns of the newspa-
pers. Especially are announcements of engage-
ments and weddings scanned in this connection.
From this list inquiries are made of friends,
and over the telephone to the parties them-
selves. Appointments are made and the sales-
man then takes his portfolio of photos and
makes the prospect a visit.
"Never mention music or the piano for the
first half hour," said Mr. Mickel. "Dwell on
how much better the home would look from an
artistic standpoint. Show
the photos and dilate on
what beautiful rooms, how
fine they appear at first
glance and how much bet-
ter the appearance of the
room where you are would
be should one of the in-
struments be installed. All
the time you are talking
the piano as a piece of
furniture and do not men-
tion music at all. In time
the prospect becomes en-
thused with the idea. Then
you may go to the second
point, that of culture. Here
you again bring the photos'
into play and look them
over the second time. The
fact that they are printed
in sepia only aids you in
establishing the idea of
culture.
"All photos are mounted
on cards about twelve by
fourteen inches. That gives
One of Mickel's Photographic Sales Arguments
plenty of margin and does
been tried and produced results, Mr. Mickel the view greater credit. In taking these photos
said:
call in the best commercial artist you know,
"In the first place we sought sales among one who not only knows his camera but knows
beautiful arrangement as well, for, mind you, the
the better known citizens of Omaha. When
eve appeal is the big thing in arousing interest.
ten had been made six portfolios were made of
P>eauty, beauty, and then beauty, is your talk."
photos taken in the homes where the pianos
Between calls of the salesman, should the
were installed. Those portfolios now carry
twenty-five photos, done in sepia because of the deal lag, Mr. Mickel sends a personal letter.
These letters dwell on beauty in the home and
richness it makes in the appearance. One of
these is kept in the house for use when a pros- are always accompanied by a small photo of
pect calls at the store. The other five are used some well-known home where a baby grand
(Please turn to page 20)
by the city salesmen.
of being the one and only one musical instru-
ment that adds culture to the home. It requires
skill and study to produce the real musical re-
sult that can only be attained on a piano.
"Upright pianos are out of the picture at
present, unless you can gain a clientele in the
.small apartment homes in the city. Then llu
small sized upright can be sold. We forget the
upright unless the customer specifically in-
quires. The baby grand ranging in price from
$850 to $1,050 is the favorite. They are fine in
appearance, and produce genuine music when
handled by an expert."
When queried regarding methods that have
11
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