The Power of the Informed
The oldest of my three daughters, Kati, works for Apple in one of their retail stores south of Boston. She is a Technician at the Genius Bar.
Stumbling out of bed at the crack of noon one day, she came into my office. I commented that there were three separate articles in the Wall Street Journal about her company. Two had to do with the iPad and one stated that Apple's last quarter earnings were a record for the company.
When she got to work, she read an email from Tim Cook to the team that was trumpeting that last fact. She forwarded me the email and added smugly, "Of course, we already knew this. ;-)"
Kati would no more read the Wall Street Journal than the Bible (Grrrrrr!!!!) and the fact that she can name all three Kardashians but not even one of the 3 Stooges is a personal embarrassment. But on that day, Kati was able to dazzle her co-workers with a fairly deep knowledge of the information the Journal had on Apple thanks to her dad. Chalk it up to the Power of the Informed.
I am constantly asked where to look for prospects by my clients. There's the Help Wanted section (if a company is hiring, they're growing), networking, and the age old prospecting-by-driving-around, but my favorite has to be simply reading the daily newspaper, and especially the Wall Street Journal. By scanning headlines and reviewing an article, I learn about industries that are booming (and therefore are likely to buy promotional products) and those who are suffering (and can be skipped for now).
Better still, I have found that because of my daily commitment to the Journal, I hear myself quoting stats and comments with Cliff Clavin-like frequency (sans the annoying attitude and accent... I hope).
When I was a kid growing up outside of Boston, I knew the stats of every starting Red Sox player as well as the Canadian hometown of each Boston Bruin. It's just what you did. Today, being "Informed" has taken on a different meaning and for me, keeping up with the promotional products world has less to do with knowing the latest tchotchsky than it does the hottest industry to attack with it.
Morning coffee and the Wall Street Journal. You just can't beat it. In fact, it's a little-known fact that... oh, nevermind. I'm going for a beer with Normie...
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Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at firstname.lastname@example.org or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.