Music Trade Review 1921

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EDUCATIONAL CAMPAIGN NECESSARY

C. V. Buttleman, Sales Manager, Gibson Mandolin-Guitar Co., Points Out How Important It Is the Dealer Should Be Instructed in the Proper Handling of His Product

KALAMAZOO, MICH., February 10 Education is tlie thing that is most vital at the present time ir the small goods industry, according to C. V. Buttleman, sales manager for the Gibson Mandolin-Guitar Co. "The manufacturer of small instruments has before him the important duty of seeing to it that the dealers who retail his product are instructed in the proper handling of the instruments. They owe it to the art of music that the sale of musical instruments is handled in the proper fashion," he says.

"The Gibson Co., for several years, has been conducting an educational campaign directed to this end. Its dealers and agents are carefully taught the folly of neglecting to give the greatest service possible to each customer. The purchaser of a mandolin or guitar, and this applies to practically every small instrument, must be taught the proper care of his instrument. He must be assisted in the selection of a teacher if he is a beginner, or if he already has a teacher he must be advised if the teacher knows his business. If the customer is allowed to shift for himself in a haphazard way his musical talents will oftentimes be allowed to go to waste.

"A great deal of good for music and the musical industry in general can be done by the dealer who knows his business. No dealer will achieve everlasting success who is content to take what business comes in and go no further; in other words, to allow his instruments to sell themselves. If a line of instruments will sell itself just think how many more of those instruments could be sold with a little constructive effort. The wise dealer will establish his prestige in the community as an authority upon musical instruments and musical subjects. He is responsible, in a large measure, for the cultural advancement of his community. Through the study of music he has unlimited opportunity for making himself a positive influence in the lives of scores of sons and daughters of his fellow citizens."

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