A Unique Way of Reaching the Decision Maker

When Gary was a young salesman he worked for a company that sold adhesive backed, plastic, die cut letters instead of expensive, hand painted signs.  Customers however had to use a considerable quantity in order to make the purchase worthwhile.  He decided, therefore that companies that operated large fleets were probably his best prospects.  The largest potential customer appeared to be a dairy company that operated hundreds of delivery trucks.  Gary tried, but couldn't seem to get anywhere.  The buying decision had to come from the dairy's president, who refused to see him. Nevertheless, Gary discovered from talking with the fleet manager that the president liked gold lettering.  That sparked an idea. He bought a piece of aluminum, painted it black, and had the presidents name made up in gold letters.  Armed with the demonstration piece, he waited outside in the parking area next to the presidents car.  When the president came out to go to lunch, Gary stopped him, asked for 30 seconds of his time, and showed him how his name looked in gold on a black metal sheet.  "This is a quick and simple way to re-letter your delivery trucks and make them look really sharp,"  he said. "Are you the fellow who has been pestering me with the phone calls this whole month?" asked the president.  "Yes sir, one in the same," answered Gary.  "Okay,"  said the president, smiling,  "be in my office at 9:00 Monday morning."  Gary was on the way to his first of many big sales.