Presto
Issue: 1920 1794 - Page 25
r
25
PRESTO
December 11, 1920.
TALKIN
TOO MUCH DEMONSTRATING
Good records are great aids to talking ma-
chine sales but, paradoxical as it may sound,
good records occasionally are prime causes
for the failure to sell the instruments. It is
a statement which needs no explanation to
the salesman who understands the psychology
of selling. There are limitations to the influ-
ences of the record to effect talking machine
sales. One well-selected record used to dem-
onstrate the merits of a machine is often more
potent in influencing a customer than ten rec-
ords.
As some salesmen with many splendid quali-
ties talk themselves out of a sale so others
demonstrate the prospects out of the notion
of buying because they bore them with too
much music. They fail to see when it is time
to stop playing the records and begin the sales
closing talk. Of course the intelligent sales-
man knows that not every demonstration leads
to a closed sale before the prospect leaves the
store. But there are certain signs that favor
the immediate purchase when some people
enter the store. Intuition or instinct tells the
clever salesman when the occasion points to
the latter happy conclusion.
But the necessity always exists for bring-
ing the event to the right conclusion while
the prospect's interest is at the enthusiasm
point. The right conclusion is the name on
the dotted line. And a very common offset
to this desirable happening is the overdose of
demonstration. It is a good rule to strip the
sales procedure down to essentials; to avoid
THE WONDERFUL
"FAIRY" Phonograph Lamp
Truly a Work of Art. Scientifically Constructed
Sale* Unprecedented. Secure Agency Now.
T h e greatest
practical nov-
elty offered to
the Phonograph
trade—
The
u
roundaboutness and indirectness in the talk
and to make the record demonstration a means
rather than an end.
NEW PHONOGRAPH STORES
The dealers in talking machines and records
in Dallas, Tex., are reaping the benefits of the
Music Week in which the whole population
recently joined in making the period one
creative of the thought to buy music goods.
Of course the alert advertisers of records
pointed to them as the readiest means to mu-
sical enjoyment, and to the more lasting bene-
fits of musical culture. Music Week in Dallas
was a splendid evidence of the potency of or-
ganization. That the city has an effective
Civic Music Commission may be attributed to
the activity of the Dallas Music Industries
Association. It is good to think that some of
the rewards of its action are evident in the
talking machine departments of the individual
members. Practical encouragement is a great
stimulus.
* * *
What more powerful means for the encour-
agement of music than the talking machine
can be pointed out? Apart from the mere
pleasure-giving qualities the influence of the
talking machine helps to create a wider knowl-
edge of music and a more intelligent under-
standing of it. The creation of even an in-
terest in music by the talking machine may
lead to a wider popular knowledge of mediocre
music but even that is cheering. Claim the
interest of people by any kind of music that
appeals to them, and very soon they will in-
quire why other people enjoy something dif-
ferent.
HEADS RED ROOSTERS.
J. M. Wallace, of the Wallace Music company,
Marion, Ind., was recently unanimously re-elected
president of the Red Roosters, an organization of
Pathe phonograph dealers of Indiana, Ohio, Ken-
tucky and Illinois. Mr. Wallace has attained fine
success as the head of the organization and his re-
election is a tribute to his official record. The con-
vention was held at Indianapolis.
Many Extensions of Well Established Departments
Noted in News of the Week.
F. W. Trory. a druggist of Kent, O., has a talk-
ing machine department in a store adjoining his drug
store.
The store to he opened next week by M. V. De
Foreest at Niles, O., will be the fourth branch store
opened by the Sharon, Pa., dealer.
The H. C. Bendler Co. has opened a branch store
at Sheboygan Falls, Wis. The manager is Frank
Stroub.
The Great Eastern Manufacturing Co. has opened
a retail phonograph salesroom at 430 Main street,
Peoria, 111.
Thorwald Andersen has opened a phonograph
store in Manistee, Mich.
BUSY CLEVELAND FORCE.
The enlarged talking machine department of Wm.
Taylor Son & Co., Cleveland, O., is showing the
effects of the holiday enthusiasm of the able corps
of salesmen and the energies generally of the forces
under the general manager, T. A. Davis. The new
department is the last word in the means to quick
and pleasant sales. .The method of handling records
is admirable. The main racks contain 30,000 records
ready for sale. Counters surrounding this rack have
glass tops under which the current record numbers
are exposed, providing a convenience for salesmen
and customers. General Manager Davies is presi-
dent of the Northern Ohio Talking Machine Dealers'
Association.
GERMAN RECORDS.
Medford, Wis., November 23, 1920.
Editor Presto: With reference to who manufac-
tured German records, we want to say that those
who do not handle the Victor or Columbia lines are
up against this German record proposition. But we
wish to advise any who are looking for German rec-
ords, that they can get same from the Consolidated
Talking Machine Co., Inc., 227-229 West Washing-
ton street, Chicago, 111. These records can be
played on all phonographs, as they are lateral cut
and meet every requirement of the German race of
people. Yours very truly,
DROST BROTHERS.
Frank W. Drost.
SHUTS DOWN TEMPORARILY.
The plant of the Brunswick-Balke-Collender Com-
pany, in Dubuque, Iowa, employing 500 men, closed
temporarily last week. The plant, which a year ago
employed 1,200 persons, has been devoted entirely
in recent years to the manufacture of phonographs.
FAIRY"
Phonograph
Lamp
"looks" and
" s p e a k s" for
itself. In ap-
pearance luxur-
ious, It achieves
Its g r e a t e s t
triumph in its
tone.
A newly pat-
ented s o u n d
a m p 1 i f y In g
chamber, radi-
cally differing
from the con-
ventional de-
signs, gives a
true m e l l o w
tone of volume
equalling that
of most ex-
pensive instru-
ments.
Electrically operated and eaulpped with a specially
designed Invisible switch, regulator and tone modifier.
Let us tell how sales of the "FAIRY" have re-
quired our maximum output ever since it* appear-
ance In 1918.
ENDLESS-GRAPH MANUFACTURING COMPANY
4200-02 W e s t Adams Street
CHICAGO, ILL.
NOW
READY
Phonograph Directory and Guide
The first complete Lists of all departments of the
industry and trade — manufacturers, supplies,
dealers and distributers — with descriptions of
the foremost instruments.
184 Pages===Y0U WANT IT=«25 Cents
PRESTO
PUBLISHING CO.
407 South Dearborn Street
CHICAGO
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/
25
PRESTO
December 11, 1920.
TALKIN
TOO MUCH DEMONSTRATING
Good records are great aids to talking ma-
chine sales but, paradoxical as it may sound,
good records occasionally are prime causes
for the failure to sell the instruments. It is
a statement which needs no explanation to
the salesman who understands the psychology
of selling. There are limitations to the influ-
ences of the record to effect talking machine
sales. One well-selected record used to dem-
onstrate the merits of a machine is often more
potent in influencing a customer than ten rec-
ords.
As some salesmen with many splendid quali-
ties talk themselves out of a sale so others
demonstrate the prospects out of the notion
of buying because they bore them with too
much music. They fail to see when it is time
to stop playing the records and begin the sales
closing talk. Of course the intelligent sales-
man knows that not every demonstration leads
to a closed sale before the prospect leaves the
store. But there are certain signs that favor
the immediate purchase when some people
enter the store. Intuition or instinct tells the
clever salesman when the occasion points to
the latter happy conclusion.
But the necessity always exists for bring-
ing the event to the right conclusion while
the prospect's interest is at the enthusiasm
point. The right conclusion is the name on
the dotted line. And a very common offset
to this desirable happening is the overdose of
demonstration. It is a good rule to strip the
sales procedure down to essentials; to avoid
THE WONDERFUL
"FAIRY" Phonograph Lamp
Truly a Work of Art. Scientifically Constructed
Sale* Unprecedented. Secure Agency Now.
T h e greatest
practical nov-
elty offered to
the Phonograph
trade—
The
u
roundaboutness and indirectness in the talk
and to make the record demonstration a means
rather than an end.
NEW PHONOGRAPH STORES
The dealers in talking machines and records
in Dallas, Tex., are reaping the benefits of the
Music Week in which the whole population
recently joined in making the period one
creative of the thought to buy music goods.
Of course the alert advertisers of records
pointed to them as the readiest means to mu-
sical enjoyment, and to the more lasting bene-
fits of musical culture. Music Week in Dallas
was a splendid evidence of the potency of or-
ganization. That the city has an effective
Civic Music Commission may be attributed to
the activity of the Dallas Music Industries
Association. It is good to think that some of
the rewards of its action are evident in the
talking machine departments of the individual
members. Practical encouragement is a great
stimulus.
* * *
What more powerful means for the encour-
agement of music than the talking machine
can be pointed out? Apart from the mere
pleasure-giving qualities the influence of the
talking machine helps to create a wider knowl-
edge of music and a more intelligent under-
standing of it. The creation of even an in-
terest in music by the talking machine may
lead to a wider popular knowledge of mediocre
music but even that is cheering. Claim the
interest of people by any kind of music that
appeals to them, and very soon they will in-
quire why other people enjoy something dif-
ferent.
HEADS RED ROOSTERS.
J. M. Wallace, of the Wallace Music company,
Marion, Ind., was recently unanimously re-elected
president of the Red Roosters, an organization of
Pathe phonograph dealers of Indiana, Ohio, Ken-
tucky and Illinois. Mr. Wallace has attained fine
success as the head of the organization and his re-
election is a tribute to his official record. The con-
vention was held at Indianapolis.
Many Extensions of Well Established Departments
Noted in News of the Week.
F. W. Trory. a druggist of Kent, O., has a talk-
ing machine department in a store adjoining his drug
store.
The store to he opened next week by M. V. De
Foreest at Niles, O., will be the fourth branch store
opened by the Sharon, Pa., dealer.
The H. C. Bendler Co. has opened a branch store
at Sheboygan Falls, Wis. The manager is Frank
Stroub.
The Great Eastern Manufacturing Co. has opened
a retail phonograph salesroom at 430 Main street,
Peoria, 111.
Thorwald Andersen has opened a phonograph
store in Manistee, Mich.
BUSY CLEVELAND FORCE.
The enlarged talking machine department of Wm.
Taylor Son & Co., Cleveland, O., is showing the
effects of the holiday enthusiasm of the able corps
of salesmen and the energies generally of the forces
under the general manager, T. A. Davis. The new
department is the last word in the means to quick
and pleasant sales. .The method of handling records
is admirable. The main racks contain 30,000 records
ready for sale. Counters surrounding this rack have
glass tops under which the current record numbers
are exposed, providing a convenience for salesmen
and customers. General Manager Davies is presi-
dent of the Northern Ohio Talking Machine Dealers'
Association.
GERMAN RECORDS.
Medford, Wis., November 23, 1920.
Editor Presto: With reference to who manufac-
tured German records, we want to say that those
who do not handle the Victor or Columbia lines are
up against this German record proposition. But we
wish to advise any who are looking for German rec-
ords, that they can get same from the Consolidated
Talking Machine Co., Inc., 227-229 West Washing-
ton street, Chicago, 111. These records can be
played on all phonographs, as they are lateral cut
and meet every requirement of the German race of
people. Yours very truly,
DROST BROTHERS.
Frank W. Drost.
SHUTS DOWN TEMPORARILY.
The plant of the Brunswick-Balke-Collender Com-
pany, in Dubuque, Iowa, employing 500 men, closed
temporarily last week. The plant, which a year ago
employed 1,200 persons, has been devoted entirely
in recent years to the manufacture of phonographs.
FAIRY"
Phonograph
Lamp
"looks" and
" s p e a k s" for
itself. In ap-
pearance luxur-
ious, It achieves
Its g r e a t e s t
triumph in its
tone.
A newly pat-
ented s o u n d
a m p 1 i f y In g
chamber, radi-
cally differing
from the con-
ventional de-
signs, gives a
true m e l l o w
tone of volume
equalling that
of most ex-
pensive instru-
ments.
Electrically operated and eaulpped with a specially
designed Invisible switch, regulator and tone modifier.
Let us tell how sales of the "FAIRY" have re-
quired our maximum output ever since it* appear-
ance In 1918.
ENDLESS-GRAPH MANUFACTURING COMPANY
4200-02 W e s t Adams Street
CHICAGO, ILL.
NOW
READY
Phonograph Directory and Guide
The first complete Lists of all departments of the
industry and trade — manufacturers, supplies,
dealers and distributers — with descriptions of
the foremost instruments.
184 Pages===Y0U WANT IT=«25 Cents
PRESTO
PUBLISHING CO.
407 South Dearborn Street
CHICAGO
Enhanced content © 2008-2009 and presented by MBSI - The Musical Box Society International (www.mbsi.org) and the International Arcade Museum (www.arcade-museum.com).
All Rights Reserved. Digitized from the archives of the MBSI with support from NAMM - The International Music Products Association (www.namm.org).
Additional enhancement, optimization, and distribution by the International Arcade Museum. An extensive collection of Presto can be found online at http://www.arcade-museum.com/library/
Future scanning projects are planned by the International Arcade Museum Library (IAML).