I originally wrote this article a few years ago and for some reason never posted it! after just finishing reading it;The Last Book About Selling…Some of my old friends, may remember when traditional advertising and “Location, location, location ” ruled the Retail World!
I just read a very interesting book by Ira Ellenthal. It was an interesting collection of anecdotal information. Ira gathered from a long and broad based career. I had many interactions with Ira during the P.C. Richard & Son years of my career in advertising.
It was May of 1989 when I joined P.C. Richard & Son as Advertising Director we were a Long Island based Appliance retailer. Our advertising was Newsday based and targeted mailers. We were a leader in our market and poised for expansion. When several other retailers failed, succumbed to our position in the market place, or tried to enter P.C. Richard & Son expanded and won the competitions onslaught. It was time to expand our advertising reach and become the entire Tri states dominant “Appliance Electronics and Computer Giant”
When we added the “Daily News” to our advertising mix I first met Ira. Over more than a decade we had many interactions. Contract negotiations, special sections, and events often led to Ira’s involvement. Whether his Sales presentations were successful or not” they were memorable” and built an ongoing relationship…
I enjoyed reading about Ira’s Dad (Slootie’s Wars) and now especially enjoyed the references to the many friends I had the pleasure of working with at the “Daily News” that were included in “The last book about selling”.
Although many things have changed over the past years…good sales techniques
Like; knowing your customer, building relationships, & understanding conditions in the marketplace can be adapted to any sales program.
Thanks Ira for a real nice read!
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