Music Trade Review

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OUT
As Told to C. B. REBER
by
GENE CURTIS, of Texas
O F
TRA
INSTRUMENTS
are well spent for they bring in good
keeping the name of your firm and your
returns in the end.
make of instruments before the public.
"The rental of instruments which I
When you are a part of a band or CONSTANT CONTACT WITH
mentioned a little while ago has another
orchestra you have the opportunity of
hearing expressions about instruments MUSICAL L E A D E R S A N D valuable feature in addition to getting
the instruments into the hands of people
that you would never hear otherwise.
The musicians all discuss the good and ORGANIZATIONS A N D T H E who like to play. It provides a market
for the scores of used instruments that
bad points freely, and the experience is
are constantly crowding the shelves of
interesting and valuable.
WILLINGNESS TO SERVE ARE
any music store.
"I have played in an orchestra or a
"At the present time we have quite
band for a number of years and can
THE SECRETS OF BUILDING UP a number of these instruments out on a
trace some of my best sales to member-
rental basis. Of ten instruments that
ship in one of these organizations.
Being on the ground when the oppor- BUSINESS U N D E R EXISTING we put out in this way, seven or eight
will stay sold. Our stock is kept clean
tunity arose enabled me to get the
business: There is also a lot of business CONDITIONS, S A Y S G E N E of used instruments, we establish new
musicians, and we make a lot of people
turned my way in appreciation of the
CURTIS, OF THE SAN AN- happy.
interest I take in these bodies.
"One point I have always stressed
"I have found it a good plan to as-
successfully
in selling musical instru-
sociate with the popular dance orchestras
TONIO MUSIC CO.
struments to children is the fact that
playing at hotels, summer resorts, etc.
The players in these organizations al- «»««»«*«..•>•».•»•»*«««*«««»«« *. + *^^. if the child has something of an enter-
ways have a number of acquaintances
taining nature to occupy his or her mind
who are asking about music, and often being known around that child will not be into trouble or mischief. A busy mind
such a place proves profitable. There is also an opportunity is a happy one, and a child who is studying music will not
of selling new instruments to the musicians, making repairs give his or her parents much trouble.
"It is worth mentioning that boys' bands are the most
and furnishing orchestra numbers.
"It is practically useless to endeavor to sell band and constructive organizations in the country to-day. They
orchestra instruments successfully unless you play them your- keep the boys from assembling on the street corners and pro-
self. A man who cannot play has missed some of the biggest vide them with interesting entertainment that will prove of
points in the game, and it doesn't take a professional to find value to them throughout their lives. This point alone will
that out. When it becomes known that he is all selling and do more to sell parents musical instruments for their children
than any other. For what parents are there who are not
no music, he doesn't get very far.
interested
to see their children become accomplished and pro-
"I am acquainted with a large number of bandmasters and
orchestra leaders. We are on intimate terms, and call each ficient?
"The successful merchandising of small goods to-day rests
other by our first names. A few weeks ago I met one of
these men on the street and we stopped a moment to exchange in the man who sells. He must grasp his opportunities and
greetings. He said, 'Gene, I think a high school here in make the most of them. National advertising is a wonderful
the city is going to organize a boys' band. I've heard such help in building business among amateurs. There is not a
a rumor, and will let you know if I hear of anything new.' week goes by but what we receive a letter from the manu-
"I thanked him and came on to the store. I began to facturer whose line we represent enclosing several coupons
inquire around and soon found that such a move was being which have been sent in from this city or territory seeking
planned. I got in touch with the proper parties and soon further information on instruments.
"National advertising alone, however, will not bring suf-
was talking band instruments to them. While the order has
ficient business to the dealer's store to keep him going,
not yet been closed, I have been assured that I will get it.
"I mention this to show how T much it means to have an although it is decidedly beneficial in opening up many leads.
acquaintance among the leaders in music.
I have helped The real business depends upon the dealer himself and on his
this man in a number of ways, and now when an occasion ability and willingness to contact and co-operate with those
arises, he is glad to return the favor. Such practices do more individuals and organizations in his community who have to
to build business and sustain it than all the salesmanship do with the playing of music and the training of the young
ever put in books. You've got to show the other party that along musical lines. Without these contacts built through
you are interested in their welfare. There are times when service, the dealer will find that building up any substantial
you may have to make a few sacrifices, such as spending an volume of business in band and orchestra instruments means
evening at a rehearsal instead of at home, but such hours mighty hard sledding."
THE
MUSIC
TRADE
REVIEW,
February, 1931