Music Trade Review

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The new Piano Prices and the Retail
Trade
around through the timberland in various sections of the
country and getting what is available, if any, in small lots.
This is an unfortunate situation and combined with the
coal strike which is now curtailing transportation the out-
look is not so encouraging. And to think that the War
with Germany was over 12 months ago.
IANO dealers seem to have varied opinions regard-
ing the higher prices on pianos. In the East and
Mid-West dealers seem to feel that there is little,
if any, consumer resistance. In the South and Southwest,
dealers have a different opinion. Out on the Pacific
Coast they seem to be doing pretty well so far. But all
Loose Competitive Talk Shows its Head
dealers look for a much different picture when outside com-
A
NEW angle of competitive talk by retail piano sales-
petition becomes active and feel that it would not be so
/=^\ men has come to our ears. The latest is that when a
healthy right now if there were plenty of pianos. One dealer
-A. .1\ dealer has ] )eP n unable to get a good supply of new
in the East went so far as to say that when he can order
pianos the salesman tells the prospect it is much better to
an automobile and get delivery next day, then he doesn't
wait awhile because the lumber in all the new pianos being
want to be in the piano business. We imagine that he
sold today is green and is liable to warp or split. Now
didn't mean that literally but it was his way of expressing
what do you think of that? In our estimation any dealer
what will happen when that is possible. Another dealer
who would permit his salesmen to use such tactics doesn't
says all this talk about outside competition is "bunk"
deserve to get any pianos at all. Such tactics, not only create
if the piano dealers "mind their own business" and get out
a lot of unnecessary explaining by the salesmen of a reliable
and sell and do the kind of advertising that the piano
house, which in most instances quiets the prospects fears
industry should do. Not the kind it has been accustomed to
but it gives the piano trade in general a black eye. Since the
doing but some good dynamic copy which will make people
days of puzzle contests and certificates the piano industry
sit up and take notice. National advertising will be what
has clothed itself in such a manner that it has been con-
[he piano industry will need in the future, the kind that is
ducted on an irreproachable plane. We, therefore, urge
done in other industries the cost of which can now be
dealers to point out forcefully to their salesmen that such
passed on to the consumer. We are glad to see that,
tactics as those above shall not be countenanced. Let's
some dealers realize this and not maintain the attitude
keep the business on a plane in keeping with the artistic
of one dealer we heard about recently who expostulated
products that are being sold.
when a manufacturer's salesman went into him and laid
before him the plan of national advertising that his
Is the Little Dealer a Forgotten Main?
company is doing. "Why show me that" he said "we don't
S long as we have been affiliated with the music indus-
want national advertising, what we want is pianos."
try we have heard that the little dealer, the one
Well, if that isn't the shortest sighted policy we ever heard
who may sell from twelve to fifty pianos in a year
of then we'll take another guess. Manufacturers who do has been a pretty good individual for a manufacturer to
national advertising do it to help the sales of the dealer do business with. In fact, we remember one manufacturer
who are handling their pianos and indirectly help to swell who, with his partners, retired several years ago with
their own sales. Any dealer who takes the above attitude enough money to have lived comfortably without doing
better look around him and realize what the successful anything since. He used to say. 'Give me two hundred or
American way of doing business requires. He might dis- more little dealers who buy a couple of pianos a month.
cover that the most successful manufacturers in this country That's a good steady and profitable business." Well, that
are those who use liberal space in the proper magazines is what he had. and the proof that he was right is reflected
and build good will for their representatives throughout in what he and his partners have done since they retired.
the country. Advertising is an American institution Recently, we have heard complaints from several small
whether it be in magazines, on the radio, in newspapers dealers who feel that they are being neglected. Try as they
trade papers, theatre programs or what not and it has will, they say they can't get pianos. They feel that the big
always been respected as the medium which has made the dealers are getting the preference. This may be the policy
business of this country the most dynamic in the world.
of some manufacturers. It is regrettable, if so, because
there may come a time when a manufacturer will be glad
Looks like a Business Convention
to have that type of,business. Most manufacturers are
E ARE glad to note that most of the dealers doing their best to be as fair as conditions will permit but
who are planning to attend the convention in don't overlook the little dealer. His business is usually
Chicago in July are interested in trade problems steady and he pays as he goes.
W
more than they are in entertainment. That is the way
it should be this year and perhaps there will be more
accomplished than there ever has been before at any
convention. Just what the manufacturers will be able to
tell their dealers regarding future deliveries will depend
considerably on the lumber situation which still remains
critical. From what we learn the only way any appreciable
amount of lumber can be obtained is by someone scouting
THE MUSIC TRADE REVIEW, MAY, 1946
EDITOR