 |
Bly Brothers Electrologists, 81 Broadway Milton Pa 81 Broadway was the Galbraith building - at the corner of Arch and Broadway . Galbraith purchased it in 1909, and I believe he still owned it in the 1920s, although I'm not completely certain about that.  81 Broadway, Milton, in the 1920s [Hotel Bartram - Bartram Galbraith] |
As a gesture of courtesy, Lee wanted to show Alfred his
latest sales and profit figures from the past 12 months. It reflected the
accomplishment of a program that he, with the assistance of Alfred, had laid
out last year when he was threatened with the possible loss of a major
appliance line.
To be exact, it was on a Monday morning May 14th 1927 one
year ago when Lee Bly came hurriedly into Alfred’s office seeking guidance, and
assistance from a serious business dilemma that had just been suddenly thrust
upon him.
Lee was a large jovial man who wore heavy bifocal glasses
and was always garbed in drab green work clothes. Framed by his wide striped suspenders were two work shirt pockets that bulged with notes and data about
electric motors and appliances. Even more noteworthy horses puffed cheek filled
with an ever present chaw of Mail Pouch
chewing tobacco.
Besides being an
electrical technician who possessed an enormous ability to solve quickly any
difficult or complex electrical problem, he could often be found in the store
selling a washing machine or a refrigerator. Right in the middle of his sales
pitch, he would invariably excuse himself so he could go to the rear of the
store and spit. Alfred, long ago after shaking his head at Lee's mannerisms
often remarked to many of his friends that Lee gave a homespun atmosphere to
his store.
Lee's personal makeup and background was vastly different
from that of Alfreds, yet the two men had a high regard for each other.
Lee, a staunch republican, and Alfred a devout Democrat, had
bet each other $10 on the last presidential election period of course, Lee was
the victor when Calvin Coolidge trounced John W Davis nearly 2 to one. Alfred didn't like to lose any kind of a bet,
but he took it in his usual stride.
Lee was a proud and God loving man, a man who always worked
with his hands and who had done well in the new area of science: electricity.
Without any formal education in that field to speak of, he and his brothers
through hard work had catapulted a small house wiring and motor repair shop
into a thriving electrical appliance business. But matters of finance were
foreign to them, and Lee being the head of the firm, freely sought out the
advice of a few business friends like Alfred.
Alfred, on the other hand, was college educated and an avid
reader of the classics. He was the director of the school board and was an
active civic leader. He was also the motivating force in the several fraternal
organizations, the board of trade, and the great Milton fair association. To be
quite candid, as John Y Buoy once remarked some years later, “ … he was looked
upon as a pillar of the community.”
Although Alfred never smoked, chewed or drank, he still
always had a high regard for the ordinary working man who did. Always
immaculately dressed with clothes that made his appearance more like that of a
Victorian banker than a merchant, inwardly, he was a modern man who possessed
an extroverted optimistic outlook.
So, on this particular Monday morning, one year ago, when
Lee approached Alfred about a situation was thrust upon him, Lee was not only
perplexed, but in near despair as to what he could do. Alfred assured him that
he'd be more than glad to help if he could.
Lee proceeded to explain how he had just received notice
that 20 Delco light plants were being shipped in accordance with a new sales
quota under his dealership agreement.
“Alfred, this accompanying freight way bill calls for a bank
draft to cover the Delco light plants as well as the freight charges. This
means, I will have to go to the bank and borrow some $16,000 to cover something
I never ordered.”
Alfred shook his head, remarking, “I don't quite understand?”
Lee explained further: “early last year when I agreed to
take on the full dealership line for Delco, which by the way is the best and
most trouble free electric generating units made, I can send it to take their
minimum of five units. I was sure I could sell that many in a year to farmers I
personally knew, but I soon learned that it wasn't as easy as I thought.”
Well, what does your Delco roadman who calls on you have to
say about these 20 unordered units?” Alfred asks
“I am unable to get in touch with him and when I called the
main office, they told me to read the dealership contract.”
Alfred read and reread the terms of the dealership contract.
He politely asks, “didn't you know the quota was adjustable by them, year by
year, when you took out the dealership?”
“Well, sort of, but certainly not to this extent.” Lee
replied. “I knew the dealership was on a year to year basis and is
automatically renewed if the dealer accepts the sales quota set for that year.
I didn't have any idea that number would be this high. I have no one to talk to
since I can't contact the representative. You are a good business friend and I
trust you. What can I do?”
Alfred cleared his throat as he dropped his reading glasses
and said, “Lee, it appears like they have they have got you where it hurts. I
can see two choices for you. If you want to put up with their high-powered
sales program, you are going to have to get busy and sell Delco electric light
plants. However, on the other hand, if you want to get out, simply send them a
wire and tell them you are giving up your dealership. It's as easy as that!”
“Gee Alfred. I hate to do that. But then I guess I have little choice for I couldn't sell more than 10
units if I hired 4 crackerjack salesman, let alone 20 units. The only people
who will buy these things are farmers, and you know how hard it is to get money
out of them. I honestly tried hard with those 5 units and believe me, I had a
devil of a time getting rid of them.”
“Well then, as you say Lee, I guess you don't have much
choice in the matter. Remember, if they pull the line, they won't sell you
parts or any other appliances they make. Further, that will leave you without
an appliance line as you already know, most of the appliance lines are already
taken by your competitors. Tell me Lee, are you afraid of going broke by
accepting these 20 units?”
“You're darn right I am, Alfred. For one thing, I know that
even if I could somehow sell these 20 units this year, they would probably be
back next year with 40 or 50 units; And only the Lord knows what the year after
that might be. Alfred, you are a successful businessman, tell me what should I
do?”
Alfred thought for a minutes, then told Lee to go back to
his business. He would like to sleep on it for a couple of days and check some
things out. They shook hands and Lee left.
For one thing, Alfred quickly summarized from his own
experience that big companies usually have sales departments with eggheads
running them. The kind of eggheads that determine unrealistic quotas, and then
fall short with a screwball fails plan far removed from field practicalities.
So, by Thursday, Alfred had it pretty well diagnosed. He
told Lee that he had done some checking and found that fewer than 5 farmers out
of 100 had their farms equipped with electric light plants. “Furthermore,” he added “there appears to be
about 5000 farms in the territory that Delco assigned to you. Lee, the market
is out there if you want to go and get it. The question is are you willing to
sacrifice your evenings and work long hours to sell Delco light plants?”
“Yes, Alfred, I sure do. How?”
“Well, as you know, nothing comes easy, and the old adage
still applies: ‘if you want to make money, you are going to have to spend some
to make some.”
Lee said he would be willing to spend money if he was
convinced he could make a profit. “Selling 20 light plants,” he said, “not only
meant a profit from each sale but another $1000 of electrical work for
installing the wiring and supplying the fixtures for the house and barn.”
Then suddenly Lee's expression changed from 1 of
consternation to a broad grin as he calculated all the money he could make.
Alfred could quickly see that he was sold and wanted him to
undertake the task. He handed him a typed paper with June 15th written at the
top of a long list of items, commenting that, “I believe that you and I
together Lee, can refine a sales program that will sell your electric light
plants.
This to your advantage Lee as you will still have all your
days to continue your normal business without interruption. However, from that
date on, I want you to set aside five nights a week fulfilling the program that
I am drawing up for you you asked for help and I am willing to take some of my
evenings to show you some tricks and selling. All I ask is for you to abide by
these instructions and observe closely my technique, and listen to what I say."
No longer did Lee's face sport that broad grin displayed
a few minutes earlier period he now stared at Alfred like he wasn't hearing
right. Finally he had to ask, “Alfred, what do you mean that light plants are
only to be merchandised at night?”
Offered retorted, “Lee, all I know about merchandising tells
me that she will never sell many of these plants if you display them like your
refrigerator or a piece of furniture. I believe this is 1 commodity that must
make a live demonstration with, and unfortunately it has to be at night. But
never mind that now, you'll see soon enough.
Right now I want you to get busy on that list I've just
given you. First, go up to bill covers and get a new model A Ford pickup. Then
have it lettered across the back and sides and big blocks over letters: BLY BROTHERS DELCO LIGHT PLANS . That will give you a little status and give the
distinct impression that you are on your toes and mean business.”
“That all sounds great Alfred, but I already have a couple
of such trucks, why do I have to get another one?”
“Lee your present trucks are on the go constantly. If you
take one of them and adapt it with operating light plants fastened to the back
with all the necessary paraphernalia, it will be robbing your repair and
installation service. Worse it will soon be junked up trying to do 2 jobs.
Please go and get this new track and adapt it the way I outlined on that sheet.
Furthermore, you will be using this truck only for this specific purpose for a
very long time."
Lee began reading the list aloud as he walked back to his
store across the street.
Alfred caught up with him exclaiming, “Lee! I almost forgot.
Put one more thing on this list. You know how much noise these gasoline engines
from those light plants make. Well, out on the farm on a still night, that
noise can be heard from miles. We don't want any additional negatives to
overcome the necessary. Go up to new hearts garage and get one of those
mufflers that they put on Packard cars. They are so quiet that when you put one
on that light plant it will sound like the purr of a kitten. This will be our
own innovation, not Delco’s”
As Alfred said later, “Lee didn't have much choice in the
matter. If he wanted to go ahead, he had to accept the advice he had sought.
Otherwise, it was retreat and lose a large part of his business.”
Also there was another reason that never really surfaced,
one that caused Alfred to help Lee against the terrible obstacles that have
been placed in front of him period of course, he could have just as easily told
Lee how to do it and let it go at that, telling and showing are two different
things particularly when you are trying to teach an old dog new sales tricks.
Many of the dealership problems presently facing Lee were
not altogether new to Alfred. Some years before, in 1922 and 1923, when
electric refrigerators were first introduced, he had taken on the General
Electric line.
They pulled the same high pressure sales trick on him that Delco was now pulling on Lee. However, Alfred fooled them. He developed a sales
gimmick of his own, even sacrificing his percentage of profit to make sales. By
giving a 20 LB fresh Turkey not only for Thanksgiving but also one for
Christmas if the customer bought a refrigerator by September 15th. He ended up
selling 175 refrigerators that summer in Milton and the two sister towns of
Lewisburg and watsontown. That was 100 above his quota, and at a time when
business was always slow.
Of course, all that made the GE sales kids at GE look
foolish. When they came back next year with double the quota he not only gave
the purchasers turkeys, he paid their electric bill for the first three months
after installation. That year he ended up selling 400 units, some 250 above his
quota.
After that, he wrote them a letter and told them not to
bother him anymore with their high and mighty sales pressure tactics, and if
they did, they could have their dealership and all that went with it. However,
in the back of his mind, he knew that ultimately they would win. Eventually,
they did; But he was content to step aside and concentrate on expanding his
fine China business.
Of course, it must be remembered that in 1923 and 1924, live
turkeys sold for only $0.12 a pound and dressed turkeys for 16 cents. So, a 20
LB fresh Turkey was only $2.40; an electric operator only added another dollar
to the electric bill. In essence he was only giving away $5.20 for two turkeys,
plus $10.80 in subsidies for electricity making a total outlay of $16.00. A
rather small price to pay out of a straight 40% profit, plus receiving another
5% discount for exceeding his quota number. The way he saw it refrigerator
sales not only brought in dollars, but also more people into a store who ended
up buying other things such as housewares and China. So he profited quite well
until the pressure became too great.
Now, here he was once again, about to launch a sales plan
for his friend Lee, not so much to demonstrate his ingenuity, but more to
satisfy his ego that he could help Lee beat the city boys one more time.
June 15th arrived and together they started out on their
first call. Alfred had decided ahead of time it would be out near limestone
Ville. It was a good rich farming area about 6 miles east of town. A lot of
these farmers were longtime customers of his so he was not completely a total
stranger. He had sold a lot of these people stoves, ranges, and China, and he
knew they had money to spend if the situation was right period to night he
intended to make it right.
The first call was made at Ira Bennett's farm. He had never
before visited them, but whenever they were in town on a Saturday evening
shopping, they always stopped in the store to invite Alfred to stop by if he
was ever in their area.
Alfred timed it so that they would arrive shortly after
supper. It was about 7:15 PM and one of those peaceful soft warm clear evenings
with the sky taking on the beautiful red hues that are the making of a glorious
sunset. When they turned off the main dirt road and motored up the tree lined
lane with the birds chirping, they found the Bennett sitting on the side porch
enjoying coffee and fresh strawberry pie. Jerry the electrician who had come
along to do the work, let Lee and Alfred out and parked the pick up at the
barn.
After a pleasant welcome and a piece of pie and coffee, they
all became engaged in conversation that ran from weather to moving pictures and
the radio.
Regarding the moving pictures they laughed and talked at
length about how funny Charlie Chaplin was, but Harold Lloyd seemed to tickle
them most with his latest picture called “the freshman”.
Then the conversation got around to the radio, and how much
better the reception was out in the country without any interference. Soon they
got to talking about a young crooner that came on late in the evening. He had a
high pitched nasal tone, even more so than the popular gene Austin, and they
described how he sang all his songs through a megaphone. He called himself ”
the Connecticut Yankee” and his name was Rudy Vallee.
All during this. A friendly chitchat, Jerry had been busy
arranging everything for the big show. As the darkness of the night fell he
quietly hung the 250 Watt lights and reflectors at and midway between the house
and the barn on a rotated stretched. The balance of the electric excursions and
fixtures delayed conveniently nearby, ready on the moments notice from Alfred,
to be carried to the house.
When darkness was total in the night bug started their song,
Alfred sensed that the right moment had arrived, and therefore asked the
Bennett if they'd mind stepping around back for a minute as he had a surprise
for them.
Alfred asked if ira if he had ever seen what his place
looked like lit up at night?
“No, I never have,” he answered curiously.
“Well, tonight you will!”
Alfred said as he cupped his hands and called “Okay ! Jerry”
Immediately the whole farm came alive as the 250 Watt bulbs
flooded the entire outside with light like the sun had just popped up. The
Bennetts couldn't believe what they saw how could just six light bulbs do so
much? After a few minutes Alfred asked Ira and missus Bennett if Jared could
light up the house. “ It will only take a couple of minutes”
They could hardly wait.
Jerry quickly stretched out the extensions; One for the
living room, one for over the dining table, and one for the kitchen work area.
In a few minutes he flipped the switch. Suddenly the house didn't look familiar
at all anymore. Bright white light seemed to be everywhere.
Mrs. Bennett walked back and forth in her kitchen marveling
at how wonderful it would be to cook, wash dishes and eat every meal during the
long winter under that beautiful light fixture. Alfred pointed out that she
could have an electric fan, a toaster, a butter maker, and a vacuum sweeper.
All this time, Ira was in the living room taken with a
wonderful bright reading lamp Jerry had placed on the table beside his favorite
Morris chair. Lee was very busy explaining about lights in the barn and chicken
house. “We can install a time switch for the lights to come on automatically so
your chickens will be laying eggs this winter while you are sleeping.”
As Ira and Mrs. Bennett walked around they suddenly became
conscious of what a dark and dingy place they've been living in all these
years. Once again the Bennetts went outside to look at the lighted yard.
Satisfied that it hadn't gone away they returned once more to the inside.
Alfred didn't even ask the question that most salesman begin
with period he began by telling ira in a positive voice, that Lee had an
opening next week and could install the system and have the house completely
wired by noon on Saturday. Explaining that whatever else they wanted wired
around the farm could also be taken care of then. At this precise moment, he
quickly handed a new electric iron and an electric toaster to Mrs. Bennett
saying, ” here are two gifts I assure you will make your lives much easier and
more enjoyable”
Ira in a reticent
voice asked both Lee and Alfred “How much is this electric thing?”
“It's $1375 installed with the batteries. The normal wiring
for a house runs about $500.” Lee replied
Satisfied they were ready to give up the hand carried oil
lamps, they gave the go ahead nod for Lee to install the entire electric
system.
It was purely a live demonstration that made the sale,
Alfred explained as they were driving home. “It's 100% foolproof. You can do
all the talking in the world during daylight hours and you'll get nowhere. A
live demonstration at night leaves no room for resistance or further need to
convince.”
The rest of the story is history. Lee sold not only those 20 Delco light plants earmarked for his quota, he sold another five systems before
he stopped for the Thanksgiving and Christmas holidays. He followed precisely
to the letter the format that Alfred had laid out for him. Naturally his business not only took a sharp
upturn with the sales of the plants, his wiring and small appliance business
prospered too.
When the Delco eggheads, out of curiosity, came to study
what sales technique had skyrocketed this dealership, blind brothers soon
started receiving bulletins from the main sales office of Delco, regarding the
proper presentation to effectively sell Delco light plants. It contained
identically all the procedures of the Bly Brothers format just as if they alone
had conceived and perfected it. Never one word was about Bly Brothers.
So after looking over the profit sheets that early June
morning was Lee, Alfred glowingly commented “how well your business has turned.
I am happy for you Lee. I guess for a couple of country boys, we showed this
city slickers a whole new bag of tricks. I presume Lee, those Delco eggheads
have to take the credit for our selling techniques, or end up losing their jobs.
In substance, Lee, the end result is what counts. You
accomplished what you wanted and that's all that matters”
Woods Bly (M. Lee Bly's son) was my stepfather. There last shop was on Prospect Ave at the back of the lot that borders 29 Prospect. Woods worked as an electrician for more than 60 years, finally retiring at the age of 75. He had two daughters, Carol and Linda. Both graduated from MH>
ReplyDelete