The Pen Story
He took it apart and discussed each piece, how it was made or extruded or cut or coiled, how many people touched each component piece of that 35 cent pen, how many careers were built about that piece, how many families were touched by the salaries earned to make that pen, how much other equipment was used to manufacture or make or spin the little roller ball with centrifugal force so it was perfectly round and the ink traveled smoothly from the reservoir out through the tip without imperfection and ... well, you get the idea.
Then he'd discuss adding the imprint and the art department and the screen department and quality control and production and packing and shipping, until literally dozens and dozens of people all had a hand in making that 35 cent promotional pen. And he convinced me that 35 cent promotional pen was worth a hundred dollars, even a thousand dollars! I was dazzled and amazed. I wanted to buy pens from him.
Thinking back on that story, I am reminded about stellar salesmanship, about selling value not price, about connecting with your audience and about the art of creating relationships. Carl Rosenfeld was a master and a legend and he opened my eyes about the POWER of promotional products on that very first day of my employment back in April 1982.
His voice still resonates within me, all these years later. 33 of them, to be exact.
Celebrate your mentors. Remember their lessons. Be better today than you were yesterday.
Sell someone a stick pen today, and convince them that it's worth a thousand dollars.
Because ... it is.
Be Bold. Be Different. Be Memorable.
Rick Greene, MAS, is the western regional vice president of HALO Branded Solutions, a past president of SAAC and on the PPB Editorial Advisory Board. His comic fantasy novels "Boofalo!" and "Shroom!" are available on Amazon.com.