Now: But, 1 year ago, more of us than anticipated did the American Thing. We dug our heels into the dirt, rolled up our shirt sleeves and did the heavy lifting. We did what Americans do best when others doubt us: we demonstrated our true grit!

Here is the true story of one small business owner who demonstrated the guts to grind it out and succeed in this tough 10 month economic period. He did it without any fanfare, government handouts or help. He prospered, in an industry which experienced a 56% failure rate of his service-provider peers, serving a former Top 5 Florida Growth Industry which has experienced an 81% decline since December 2008.We met in November 2008. A business associate who knew us both brought us together.

He described it as: the ideal marriage. The client needed a marketing guy with fresh ideas and a proven track record for making positive change become a bankable reality. I needed a new challenge, in a new industry plus, a client with the ability to pay me and the courage to step outside his comfort zone to try something new.

Together, we made it happen for less than an investment in 1 Chevy from the New General Motors. Our process increased his monthly sales 273% over the same 2008 period. He added new jobsite work crews while his competition’s assets were being auctioned on the courthouse steps. 

He insisted I add his testimonial to my website at: www.salesprospectingexpert.com. Remember folks, ‘it ain’t boasting if you make it happen’, in the homespun words of FSU’s most famous football coach. The process began with a quality mailing list of ideal target prospects.  So, what’s ideal? Ideal prospects were large enough to weather the peaks and valleys of this economic storm with the ability to pay plus, a continuing need for my client’s services.

We needed a ‘scrubbed’ list of named decision-makers with their current business addresses and phone numbers. There were 2 sources. One, at the Florida Department of Professional Regulation in Tallahassee which maintains the database of all licensees, permitted to offer these services inside the state. The other, and the one we chose, was the statewide membership directory of their professional trade association.

 It was harder to get and it took 3 months of happy hour drinks to get one printed directory. Next, we assigned a telemarketer to call every ‘pre-selected’ name in the directory to correct any changes or inaccuracies. This ‘scrubbing’ process, no matter how time-intensive, was critical to the success of our mailing campaign.

 During my 32 years in business, I can name, from memory, each mailing list vendor who didn’t bother to verify the correct spelling of my name. You would be shocked at the number of misspelled versions of my name, Gordie Allen!  Spelling someone’s name correctly demonstrates respect and professionalism. It takes minutes but it’s worth it, especially when you may ask this person to take action on your behalf at some future time.

In my next blog, I’ll discuss the mailing campaign which led to the resulting 273% monthly sales increase.

 OK, it’s your turn! Please share your good, bad or even ugly mailing list experiences.

My good friend, Ray Donnetz, a retired computer software sales professional, who lives in Miami has watched his nest egg shrink to the size of a pea as a result of our roller coaster economy. But, unlike many retirees in the same boat, who appear to have that deer in the headlights look perpetually carved into their faces, Roy has reversed his negative cash flow and discovered a new and enjoyable career. I might add, not at the end of the line (checkout line) as an uninspired grocery bagger.

First, a few relevant facts about Ray. He is an admitted Luddite! Certainly not, a technology tool wizard. Not too long ago, when I asked him what backup software he was using, his reply was “whatever Lexus included with his new SUV”. While not the answer I expected, I wasn’t shocked with his reply.

So, when he sported his new laptop and video camera last year, I was amazed and a little confused until he told me the rest of his story………..

Ray and I met 43 years ago at a FSU. Since then we became avid Seminole Alums and occasional cigar smoking buddies. Also,  we have been Toastmasters for nearly 30 of those years where we both became polished  platform speakers and above average written communicators.

His new business, Remember Me!, captures  life stories of seniors and boomers who wish to leave a visual and audio legacy of the magic memories of their lives. When his work for a client is completed, they receive a DVD which includes: still photographs, video images; a question and answer interview by Ray with the client; all chronologically sequenced. These personal DVD documentaries make memorable gifts for their children, grandchildren and friends.

Some of these personal histories resemble chapter segments from the pages of Tom Brokaw’s best selling book, The Greatest Generation. One, in particular, traced this man’s adventures on the Normandy Beaches and another client, a Navy Captain’s WW2 Atlantic Convoy exploits.

Ray frequently speaks to seniors groups at retirement communities and churches in South Florida where he finds new clients. His surprisingly affordable new career brings him and his clients great joy and serves a very worthwhile purpose.

Will you read about him in People Magazine or the AARP monthly magazine? Naw, I doubt it but this is one worthwhile account of how a resourceful senior has discovered a new, meaningful life purpose in this Recessionary Period by being resourceful, not resentful.