Presto

12
PRESTO-TIMES
Jan.-Feb., 1937
WHAT GULBRANSEN DEALERS SAY OF
MONEY-MAKERS!
GULBRANSEN PIANOS
• • •
A Multitude of Compliments on an Ever Popular Piano
Of various methods used by manufacturers to aid
their dealers in selling and exemplifying their prod-
uct to the dealers' customers a weapon that can be
used with remarkably telling effect was sent from
Gulbransen headquarters to their dealers a few weeks
ago.
This effective piece of selling enlightenment on
Gulbransen pianos has been used with remarkable
effect in bringing to prospective customers the argu-
ments a salesman would use in selling the instrument
he is demonstrating.
This Sales Help is a portfolio of facsimilie copies
of letters from dealers and a few other names of nota-
ble individuals identified with the construction and
technology of the piano. The letters are reproduced
entire; the exact size of the sheet on which they are
written and every word of each communication.
The writers of these letters tell of the qualities,
favorable advantages, appearance, and in fact refer
to all material points of merit and salability that a
dealer or salesman would advance in his argument to
sell. Coming from dealers telling of their own ex-
perience in selling Gulbransen instruments they are
even more forceful than the salesman's own efforts
would be in closing sales and they help to eliminate a
lot of verbiage a salesman would use.
These letters give diversified comments and praise
for the Gulbransen line of pianos and four are from
past presidents of the National Association of Music
Merchants, E. R. Weeks, A. D. La Motte, J. Edward
Butler, Otto B. Heaton, and one from president-elect
(1937) Charles E. Wells. The date of the letters is
also a matter of significance, none of them being
farther back than June, 1936.
window decoration and a self-selling line of Gulbran-
sen pianos a newsboy could do the selling."
This is the 1936-37 holiday story of Gulbransen co-
operation with their dealers in helping to carry on
and market the instruments they buy from them.
The Two New Console Models at Lower
Prices Announced by Gulbransen
(See Inside Cover Page.)
The illustrations of the two new model console
pianos on the first inside cover page of this issue of
Presto-Times will attract immediate attention and the
inquiry will come to mind why these new models when
the Gulbransen consoles of the present time are of
newest and latest creation. Such would be a proper
question and the answer should be convincing.
There is a demand for a console of superior grade
and recognized high class production. An instrument
that can be sold at a profit satisfactory to dealer and
manufacturer along in the three hundred dollar range.
Such an instrument must bear the stamp of superior-
ity and of origin. Low price and cut rate goods will
not meet the requirements of this class of customers.
Many families will pay $275 or $300 for a satisfactory
instrument when they cannot or will not pay $350
or $400 for one.
Expressed in a few words, these Gulbransen models
now shown which give no intimation to the eye of a
few pounds of lessened weight and a slight cut in case-
ment dimensions, are built around a new and perfectly
drafted scale and of material, workmanship and con-
struction the best that money, talent and capability can
provide.
The big acclaim put over by the manufacturers for
their new creations is modified prices; prices brought
to an advantageous selling attraction in an instrument
that meets the requirements of musical people who can
conveniently pay $275, a little more or a little less,
for a piano of their liking when they could not or
would not give up $50, $75 or $100 more.
The introduction of these new models is another
happy thought of the Gulbransen management. They
are instruments that will sell at fair prices and at
good profit, taking the place of an upright sale, even
at the cut-down prices for which regular uprights
sell.
BENCHES
CHAIRS
for pianos
Strikingly attractive
Sturdy in construction
Beautifully finished
Designs with character
• • •
Quick Sellers
Piano Division
THE
WISCONSIN CHAIR COMPANY
PORT WASHINGTON, WISCONSIN
in Business Since 1888
JULIUS BRECKWOLDT
& SON, INC.
J. Brekwoldt, President
W . A. Breckwoldt,
Secretary and Treasurer
DOLGEVILLE, N. Y.
How the Gulbransen "Holiday Helps" Went Over
Another notable service to aid their dealers was
carried out in an aggressive manner by the Gul-
bransen Company, an aid that to all appearances made
Specialize in the Manufacture of
December sales a record-breaking month with Gul-
bransen.
SOUNDING BOARDS,
This particular aid. characterized as an "Even'Dozen
PIANO BACKS,
Gulbransen Sales Helps," was prepared in the Sales
BARS, BRIDGES,
Promotion Department of Gulbransen Company and
consisted as its name implies of 12 individual items
TRAP LEVERS AND
each designed to aid the dealer in selling Gulbransen
HAMMER MOULDINGS
pianos.
Each of the twelve features was well suited for
TOILET SEATS AND
the occasion. Speaking of the scheme the Gulbran- THE PRESIDENT OF GULBRANSEN COM-
SPECIAL WOODWORKING
PANY ADDRESSES A COMMUNICATION
sen Company in its announcement said:
TO
GULBRANSEN
DEALERS
Modern piano selling requires modern methods
The Gulbransen "Monthly Bulletin" for January
All equipment of this line supplied promptly
of merchandising and advertising. With this
contains as an introduction to the balance of its con-
thought in mind Gulbransen's Advertising De-
and complete guarantee covers all our prod-
tents a remarkedly bright and lucid article by the
partment has prepared these carefully planned and
uct, work and supplies.
president of Gulbransen Company, Mr. S. E. Zack.
highly effective photographic style mats.
The article bears the heading: "A MESSAGE FROM
Packed with human interest and sales appeal,
MAIN FACTORIES AND OFFICES:
T H E P R E S I D E N T OF GULBRANSEN COM-
they can be used with no copy other than the name
DOLGEVILLE, HERKIMER COUNTY,
PANY" and is addressed primarily to dealers who
and address of your store or you can incorporate
are handling the Gulbransen line.
NEW YORK
additional copy if you so desire.
The
entire
article
is
worthy
of
reproduction
but
space
By tying up your newspaper advertising with
in Presto-Times at this moment permits only a part
the photographic post cards, desk blotters and
of it; the first paragraph and the leading sentence of
desk calendars you will have an inclusive and
PRESIDENT OF THE N.P.M.A., L. P. BULL,
the other paragraphs:
most effective Holiday Season advertising cam-
TELLS OF PIANO EXPANSION
"Great
progress
was
made
during
1936.
Sales
paign.
Mr.
L.
P. Bull, manager of Story & Clark opera-
continued to gain in percentages much in advance
The Gulbransen organization had a happy thought
tions, and president of the National Piano Manufac-
of the satisfactory growth of the industry as a
in this scheme of selling aid which is that they had
turers Association, in an interview with the Chicago
whole. New designs and new scales presented
not only been furnishing a line of merchandise for
Herald & Examiner said: "A still further increase in
during the past year, along with the more elab-
their dealers which was unsurpassed in selling quali-
piano sales, higher prices and plant expansion lie
orate promotional selling helps suggested by our
fications but they felt a self-imposed obligation to
dealers, were received with quick and enthusiastic
ahead of the piano industry in 1937." This is a re-
assist their dealers in moving the goods after they
response adding materially thereby to the rapid
markable statement, inasmuch as 1936 was, as Mr.
had reached the dealers' sales floors.
turnover of sales and strengthening substantially
Bull says, "the biggest year for the piano industry in
Gulbransen Company's position in the front ranks
a decade." But everybody who knows much about
Of several letters to Presto-Times in which the Gul-
of the industry."
the piano business is certain that Mr. Bull is correct
bransen Holiday Helps Aid to Dealers is referred to
in his estimate of 1937 probabilities. It is a foregone
one from Gene Redewell is interesting and expressive
Other paragraphs lead off like this:
conclusion, too, that prices must, not only remain firm
of his sentiments on the "Twelve Piano Selling Helps."
The pride of accomplishment in the further
but they will undoubtedly continue to increase.
Here is what Mr. Redewell writes as a postscript to
growth of Gulbransen Company is, of course, to
a longer letter:
be shared by all of us."
INVENTOR F. C. BILLINGS AT EIGHTY.
"I think the Gulbransen Piano Selling Helps put
"We have every reason to believe that the year
over this season one of the most complete packets
1937 will be even more successful than was 1936."
On December 15, this season, Fred C. Billings, for
of selling ideas we have ever received.
"We shall continue to make our pianos as highly
many years active in the piano industries, inventor of
salable as possible and at the same time shall
the Billings Brass Flange, was eighty years of age.
"If a dealer put this material to work all he had
maintain prices as low as possible in proportion
His friends gave him their warmest greetings at his
to do was to sit back in his easy chair and ring up the
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