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SINGLE COPIES, 25 CENTS VOL. XXIV. NO. 1 PER YEAR, TWO DOLLARS aor dealers / AVAIL -wholesalers- frmanufaclurers (Obonoraply. am) mdioproducty Published Each Month by Federated Business Publications, Inc., at 420 Lexington Ave., New York, January, 1928 ft ffraitavick to* 1...1... 1..1. Isl. looa Better thanever now tobe aBrunswick Dealer see pages 5 and 7 Entered as second-class matter May 2.190S. at the post office at New York, N. Y., undcr the act of Congress of March 3. 1879. The Talking Machine World, New York, January, 1928 1928 PRODUCTS FOR the new year, we introduce to our good trade the finest new products ever offered. No. 3 See the new Toman No. 3 Reproducer, with Most beautiful re- producer ever its many exclusive features.Note the new designed. beauty in design. The positive locking back- no screws to come loose and cause blasting. The triple suspended duraluminum diaphragm 10/1000 thick-four times as substantial as the ordinary 2Y2/1000 diaphragm, and hand lac- quered to protect it against climatic changes. The special double grip screws, securely hold- ing reproducer to tone arm always in proper position. Hear now the excellent volume and full deep rich tone quality of this remarkable reproducer. See the new Model E Tone Arm, embodying all the best features of the famous Toman Helical Arm.A full exponential taper plus a full S curve.This arm does not infringe upon any existing patent.Its features are Duraluminum di- individual and complete. aphragm - four times as thick as These excellent new products are most theordinary metal diaphragm. favorably priced.Toman guaranteed quality inside and out. We invite in- quiry from Manufacturers, Jobbers and Dealers. Samples sent promptly upon request! Toman "Helical" Thisillustration shows Toman ReproducerNo. 1. TheHelical tonearm can be supplied with either reproducer, as desired. All Products Fully Guaranteed TOMAN CO. Soles Distributor 2621 W. 21st PLACE Export Office Wondertone Phonograph Company 189 W. Madison Street 216 No. Michigan Avenue Chicago Chicago, Ill. Chicago, Illinois Cable-S IVAD The Talking Machine World Vol. 24.No. 1 New York, January, 1928 Price Twenty-five Cents Clarence H. Mansfield, the author of this article, is manager of the phonograph -radio division of the Fitzgerald Music Co., Los Angeles, Cal., and he writes with authority on merchandising BuildingaProfit -Producing Sales Organization THE firstthing to be considered in anyto hire anyone without experience.As the ap- Advertise in the employment want columns of specialty merchandising business such asplicants with experience are few, consequently the newspapers as well as in display space and the phonograph and radio businessis he has few men from whom to pick.It is partword your ad in such a dignified manner as to the sales organization-for upon the ability andof the sales manager's job to teach and train in- attract the type of men you wish.Here is the success of the sales organization depends theexperienced salesmen and thus build up thetype of advertisement thatIhave found ef- success of the business as a whole.Therefore, organization. fective: much care should be taken in its selection. It is interesting to note that some of the most "WANTED: By a high class music store-Salesman I believe that there are few sales managers tosellRadiosandthenewtypePhonographs. (OrthophonicVictrolas and BrunswickPanatropes). who can look at and talk to a man and tell A permanent position with excellent opportunity for whether or not he will make a successful sales advancementinabusinessthatisgrowing phe- man-I know Icertainly cannot, and I have nomenally.The workispleasant-educational-in interviewedhundredsandemployedscores. teresting-and highly remunerative to the successful .,alesman.No previousexperiencenecessary. We There are,of course,certain qualifications- ,willgivecompletesalestrainingto man ofright basicones-thatareessentialtosuccessful calibre.Apply in person between 8 and 10 A. M. to salesmanship and should be lookedfor,but Mr.Blank,BlankMusicCo.,727-729 SouthHill sometimes some man will come along appar- Street." ently utterly devoid of most of these qualifica- effective means of getting in touch tions and upset the rule by making an out- with the right sort of young men is to send a standing success.In selecting new men I have letter, such as you willfind reproduced here- foundthatthefollowing characteristicsarc with,to prominent business and professional highly desirable and should be looked for -- men, college professors and high school prin- placed in the order of their importance: cipals.The results from thisletterwill sur- 1. Personality prise you, and you will also note that we have 2. Enthusiasm not forgotten to incorporate a little selling point 3. Intelligence inthis letter about the new phonographs for he benefit of the recipient: 4. Ambition "Dear Sir: 5. Appearance "Possibly you know of some bright young matt- 6. Desire to work someone whomyouthinkpossessesfundamental 7. Specialty Selling Experience qualificationsofagood salesman-who wouldlike There are also drawbacks which arc just as tobecome connectedwithourorganization,selling Radios and the new Orthophonic 1ictrolas and Bruns- important to look for which I will list here: wickPanatropes. 1. Laziness C. H. Mansfield "To sucha young man we offer a permanent con- nection with excellent opportunities for advancement 2. Crudeness of Manner successful phonograph and radio salesmen I 3. Slovenly Appearance in a business that is growing phenomenally. have ever known never had previous selling "Particularlydothesenew musicalinstruments, 4. Lack of Intelligence experience of any kind.One was even a pro- developed by both the Brunswick and Victor com- 5. Lack of Specialty Selling Experience fessional prize fighter-sonic were bookkeepers panies, offer afertile field for the salesman.These It is very hard to find any man who possesses-others were actors-some bank clerks-and marvelous new instruments are taking the country by most of the good characteristics without some storm.They reproduce music from both records and still others newspaper rcporters.Yet these par- radiowithrealismthatispositivelyastounding. of the undesirable ones-but when you find aticular men-who had no previous selling ex- You can readily understand what a tremendous field man who measures minus on the five undesir- perience, all made outstanding successes selling there isfor such sensational instruments. able points then the chances are that you have "The young man yourefertous need have no phonographs and radios. previous experience,for we offer an intensive sales a man worth trying.In this connection 1 find In analyzing them, however, Ifind they all training that will soon put him in a position-if he itsafer and easier to measure his drawbackspossess one outstanding attribute-personality isdiligent,applieshimself, and possesses ability- first, rather than his good qualifications.Often -hence, I rate this as the most desirable qual- to earn an income much in excess of what might ifthe drawbacks are not too great, then you be his possibilities elsewhere.The workispleas- ification. ant-educational and interesting. may take a chance on the good qualifications of Now I do not want to minimize the impor- "Any such man whom you may referto us will the applicant for thc position. tance of previous selling experience.IfI had receive our earnest consideration andindoing so Process of Elimination you will not only do us a great favor, but undoubtedly my choice between two men-one without ex- you will be instrumental in giving some young man In building up a sales organization the sales perience, but who had allthe good qualifica- an opportunity for which he will ever be grateful. manager must always bear in mind that, as a tions, and a man who had had considerable ex- "Sincerely yours," rule, he must try out thoroughly three or four perience, but lacked some of the good qualifica- When your applicants comein, remember men to get one or two good men-and as every tions, I'd choose the man with experience. But thatifthey possess good qualifications-and promising man should have a trial of at least I have always made it a rule to take both menhave had no experience ill the phonograph and one month, it can readily be seen thatitis awhen I have the two to choose between, and radio business, then it is up to you to sell them slow, tedious process of elimination.Some of after a try -out period select the best man ofon the opportunity thatthisbusiness offers. the best salesmen I have known were complete the two. Never adopt the gruff "take it or leave it" atti- failures their first month or two of service. Getting in Touch With the Right Men tude.If thc applicant is desirable, the chances One qualification, the value of which is often The question that seems to bother many sale arethat some other sales manager in some over -exaggerated,isphonographsellingex- managers is how to get in touch with theseother line of business may be trying to "sell" perience. Many organizations do not grow prospective salesmen.That is simple enoughhim a job also.Remember that while you are very rapidly because the sales manager is loath and can be answered in one word-advertise. (Continued on page 11) See second last page for Index of Articles of Interest in this issue of The World 3 February Holidays Afford Opportunities for Tie-ups C0 -OPERATIVE advertising chased records or phonographs from isbecoming morepopular Lincoln's and Washington's Birthdays and the them the past year special heart - each