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SUCCESS STORY

In September of 2003 I ran into a young businessman whom I had met when he was enrolled in an entrepreneurial training program. This person (let’s call him Alan - not his real name) owned a collection agency and was just completing his first year in business. I asked him how his business was doing. “Not very well . . . I’m feeling very discouraged” he said.

It so happened that I was at that very time organizing a half day seminar on Human Marketing with speaker Donald Cooper. Alan was familiar with Donald Cooper’s work and I invited him to enroll in the seminar. At first Allan was hesitant as he really couldn’t afford it.

I said, “Look Alan, I think it is critically important for you to attend this seminar. Not only are you going to get a whole bunch of great marketing ideas from Donald Cooper that you can use immediately, I am going to sit you beside Ed Dumont, a financially independent businessman who made his fortune in collections. I know Ed well and I know he won’t mind you asking him questions about the business.”

Well Alan came to the seminar. He sat beside Ed and picked his brain for over four hours and listened closely to what Donald Cooper had to say about why people buy and why they don’t buy. 

Two weeks later I received this email from Alan:

“Thanks for inviting me to the Donald Cooper seminar. I can honestly say without the slightest exaggeration, that I have learned more about marketing in the 4 hours I spent at the seminar than I have in the previous nine months that my business has been operating.

Recently after attending the seminar, I was asked to submit a proposal by a local car dealership that wants to begin financing their own vehicles. In preparing this proposal I made sure to keep focused on the 3 Steps of Human Marketing I learned at Donald’s seminar. Before I began even developing an outline for the proposal, I sat down with pen and paper, made a list of the stresses and apprehensions I perceived the dealership would have, and I stated how I was going to go about making that stress go away. From this list, I developed the proposal and delivered it to them.

Yesterday the dealership and I came to terms on a contract that is estimated to generate in the excess of $400,000 for my company over the next five years. By comparison, in the first 9 months of operation I’ve done a total of about $10,000 in revenue.”