The Sale Doesn't Begin Until The Customer Says No
The Sale Doesn't Begin Until The Customer Says No
The publisher is not joking.
The year was 1986. His magazine, Sportscape, The New England Sports Journal, was in it’s sixth year. His advertisers included all the major footwear manufacturers.
New Balance, Saucony, Brooks, Nike, Mizuno, Asics, Adidas.
Except for one. The largest at the time.
Reebok.
Reebok’s advertising director, Sharon Cohen, was friendly enough. Always willing to say a quick hello at sporting goods shows.
He just couldn’t book a meeting.
Finally, he believed serendipity had arrived. On the flight back to Boston from the National Sporting Goods Show in Chicago, Sharon Cohen happened to sit next to him and his two young kids, Matthew and Nina. Matthew atop his lap.
Sharon was delightful - playing with the kids, even watching Nina when he had to take Matthew for a diaper change.
He sent her Mrs. Field’s cookies to say thank you.
She sent a nice note back.
A few weeks later, he called to seek an appointment.
No response.
He wrote a note.
Again, no response.
He well understood she had no obligation to meet with him. Was he surprised? Let’s just say he was a victim of wishful thinking.
He had a theory about why Reebok wasn’t advertising. It went like this: Sharon Cohen just didn’t believe Sportscape’s New England readership of 70,000 was for real. Why?
Even though Sportscape was distributed in every New England running store, sporting goods store and health club, Sharon, who lived in the Boston area, wasn’t coming across it.
In the biz, this is a variation of the grandmother survey. If your grandmother isn’t reading it, no one is.
So, what to do? How could he prove to Sharon that Sportscape’s readers were devoted readers and hardcore runners, tennis players, and aerobic dancers?
Then he got an idea. Let Sharon hear directly from his readership. He made a direct appeal through his Feb-March publisher’s column, “The Sportscape Life.”
This is what he wrote.
The Sportscape Life
PUBLISHER’S SWEEPSCAPE!!
Several months back, I wrote a column “Are You Sales Material?” Well, the response was fantastic. Hundreds of you were eager to climb aboard the Sportscape juggernaut. Unfortunately, I could only hire one of you. But I did promise to tell you if another sales opportunity opened up.
Son of a gun if another opportunity didn’t crop up just this week. The beauty of this one is you don’t have to quit your job, relocate your family, or for that matter, leave your desk. You don’t even have to like sales.
Here’s the deal. Reebok, a leading shoe manufacturer, has yet to commit to advertising with us in 1986. Reebok’s advertising director is a wonderful person named Sharon Cohen. Do you want to know how wonderful Sharon is? Several months back, Sharon and I bumped into each other on a flight back from Chicago. I was traveling with two of my kids—and this you’re not going to believe—not only did Sharon not duck us, she sat with us and entertained the little buggers for the entire flight. Here’s the topper: She wouldn’t even accept money for services rendered.
Like I said, Sharon’s great. The only problem is she doesn’t seem to be sold on Sportscape. Believe me, I’ve tried. I’ve told her how terrific all of you are. I’ve told her that you’re into aerobics, tennis and running. That to the best of my knowledge, you always wear shoes when you play your sports. I even told her that Saucony, Nike, Nautilus, Brooks and Converse have signed up with us this year.
But, she still won’t budge. That’s when I thought of you. There are 70,000 of you. I bet one of you could sell Sharon on advertising in Sportscape. I know what you’re thinking. “I like Todd, I like Sportscape, I like his kids, I don’t want them to wander the streets of Boston aimlessly—and shoeless. I’d like to help, but what’s in it for me?”
Here’s what I’m willing to do: If you can sell Sharon Cohen on advertising Reebok in Sportscape, I’ll give you The Grand Prize, a choice of one of the following: a Motobecane ten-speed bicycle, an Avita 950 rower, or four pairs of shoes from your favorite athletic shoe manufacturer.
If you’re one of the first 100 entries, you will automatically receive your choice of swim goggles, a bicycle water bottle, or a can of tennis balls.
What if Sharon doesn’t buy from any of you? I could say, “Hey buddy, I lose, you lose.” But I’m not going to. If Sharon doesn’t buy, a panel of judges composed of our semi-crack sales team will select the best entry, and the winner will have their choice of those terrific prizes.
All you have to do is fill in the blanks in the following letter addressed to Sharon Cohen:
✂
Dear Sharon
I’ve been reading ____________________ for several years. In fact, my biggest ____________________ each month is getting ____________________. One reason I like ____________________ is because my favorite sport is ____________________. If Reebok wants to sell shoes to ____________________, then you’re ____________________ not to advertise in ____________________.
Or, in 25 words or less, write your own essay that begins, Dear Sharon: Reebok should advertise in Sportscape because…
Either way can win you the bicycle, the rower, or the shoes.
Contest Rules:
All entries (you may submit as many as you like) must be postmarked no later than March 15, 1986. All entries should be addressed to Sportscape, Inc., Box C9122, 1415 Beacon St., Brookline, MA 02146, and should include your name, address and phone number and whether you’d like the goggles, the tennis balls, or the water bottle if you are among the first 100. On March 16, 1986, all entries will be rushed to Sharon Cohen. If she doesn’t buy advertising because of one of you within two weeks, the entries will then be turned over to our blue-ribbon panel.
Anyone is allowed to enter except employees of Reebok and relatives of Sharon Cohen in good standing.
The publisher of this magazine recognizes that this contest is indeed highly unusual, and, therefore, may be considered not real or a joke. The publisher can only tell you that he is not joking and stands behind the contest and guarantees that all prizes offered will be awarded.
Todd Logan
Editor and Publisher
P.S. If this works, you can expect a lot more contests like this in the future.
Ok, we know what you’re thinking. Wow! This is bold. He’s putting it all on the line. What if readers don’t respond? What if their messages aren’t cogent, or worse, woeful? He might not pick up Reebok; he might even lose existing advertisers who believe he is unfairly promoting Reebok.
Maybe all his advertisers.
He might even go out of business.
So, what happened? The suspense is unbearable. Stay tuned….
.
Do You Know This Man?: An Irreverent Memoir, is an ongoing exploration of the one character who eludes, confounds and mystifies. Me. Right now, it’s available for free, including being able to listen to some of my plays and dive into the best of Sportscape Magazine.
Current premium content available for free:
Listen to the original cast recordings of Persistence of Vision and Tops or Bottoms.
Watch a complete performance of Botanic Garden.
That’s the scoop!