A Creative Strategy To Pitch A Big Corporate Client

40 replies
Offline Warriors:

Although I rarely share consulting tips/strategies outside my free offline consulting videos email list, I thought I would share this one technique that might get your creative juices going --- especially as we start a brand new year in 2011.

Although my clientele is the small and medium size business owner, once in a while I do try to see if the "big fish" are biting. Although this "big fish" didn't bite, (and I should have followed up more than once after the pitch), creative pitches (like the one below) is something I plan to incorporate more this upcoming year.


What Big Fish Did I Target You May Ask?
Rick Schaden (Owner) and Greg MacDonald (Ceo)
of Quiznos Corporate




Free free to share your comments and your "attention getting techniques" to pitch the small and big fish (that are in your local pond).

To Your Offline Success,

Chris Negro
#big #fish #fishing
  • Profile picture of the author Geoffrey Freedom
    What was the response to that video?
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    • Profile picture of the author teaball
      Chris,
      If none of the Q info in the vid is true, you went fishing with a shotgun.

      If it's true, then you went fishing with a shotgun.

      Get my drift?

      TB
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      The short cut to success is always the long cut for lasting success.
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      • Profile picture of the author chrisnegro
        Originally Posted by teaball View Post

        Chris,
        If none of the Q info in the vid is true, you went fishing with a shotgun.

        If it's true, then you went fishing with a shotgun.

        Get my drift?

        TB
        Yes...I had a local Quizno Client that I was put on a hefty monthly retainer. It really is interesting to see the inner workings of their franchise. We tracked everything from sales trends by month, product and what coupons worked and what didn't. Pretty fun actually.

        What I didn't tell you (in the original post), was that I sent 3 Long Rectangular boxes with high quality stickers on the box displaying the url www.quiznosislosing.com (domain is now expired) and the link was redirected to my link above.

        Anyway
        , the curiosity factor must have been VERY HIGH as the way the presentation and stickers looked on the outside of the box, analytic reports showed over 75 views 3 days in a row (and no one knew of the url I made...so I know it was corporate)....AND PLUS...it was directed on the top 2 Corporate Officers and the Owner.

        On the inside of the box I included A BIG LONG RUBBER CHICKEN (who if it was squeezed yelled out a funny chicken scream) that had a note pinned to the Chicken's Head saying...."Don't be a chicken...give me a call today".. I'm still pissed today that I didn't take pictures of all this as it was really funny way to get the big boys attention.

        Now before you say it was hack way of getting their attention (with a rubber who yelled out a funny chicken noise when squeezed), I did include a nice professional letter addressing perhaps it was maybe an "over the top" way of getting their attention...but that I'm sure it got alot of laughs and made everyone talk about the package and "who is" this Chris Negro guy and his company.

        In closing, I sent one more follow-up box (with a different technique to get them to call) but never heard back. If I would have "courted them longer" I probably would have gotten a response from someone.

        To this day, I WISH I KNEW, if the owner, CEO and CFO saw the box and video and what their responses were internally. I do know...people must have talked about this box, chicken and video....that someone went to this length to get their attention.

        To Your Offline Success,

        Chris Negro
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        • Profile picture of the author wbinst2
          It must be an American cultural thing but why do all these videos look & sound like Star Wars outtakes? Like $50 Hollywood productions?

          That stuff doesn't work down here as its seen as all show and no go. If you know what i mean. Too flashy and no substance.

          Why would a giant franchise like Quisznos listen to a one man band marketer?

          Its like "if you're that good, then why don't you own a business like Quisznos?"

          Don't take this the wrong way, i'm just trying to understand the reality behind the marketing. And how Quisznos might react to this.
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  • Profile picture of the author John Durham
    Awesome!

    Some guy sent me a sales pitch via video one time and I have to tell you it was powerful!! He would definately have sold me except "I already have a web guy".

    I think its awesome that you want to go after a HUGE fish.

    Some you have to actually fish for.... others you can just set out enough nets and eventually catch one effortlessly.

    I would bet if you set out enough nets in your spare time with stuff like this you would eventually catch a WHALE!!!!

    Maybe even find their marketing directors name and buy it as a domain!

    Love this post!
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  • Profile picture of the author Vagabond 007
    Cool video.

    But, my guess is one of the reasons they didn't respond is because they may have been offended by the video.

    "Your franchises are in big trouble"
    "Subway $5 footlong"
    "Decreasing Market Share"
    "Horrible Weekend Business"
    "Ineffective Marketing"
    "Low Catering Revenues"

    The Quizno executives probably think you don't know what you're talking about. Even if what you are saying is true, not sure it was the best way to go about things.

    Where was all of the benefits they would get by calling you? Why should they call you? Did you assume they would just think "Oh no, we better call before we lose market share!"

    Again, cool video. Just think you missed the mark a little.
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    • Profile picture of the author Dexx
      Originally Posted by Vagabond 007 View Post

      Cool video.

      But, my guess is one of the reasons they didn't respond is because they may have been offended by the video.

      "Your franchises are in big trouble"
      "Subway $5 footlong"
      "Decreasing Market Share"
      "Horrible Weekend Business"
      "Ineffective Marketing"
      "Low Catering Revenues"

      The Quizno executives probably think you don't know what you're talking about. Even if what you are saying is true, not sure it was the best way to go about things.

      Where was all of the benefits they would get by calling you? Why should they call you? Did you assume they would just think "Oh no, we better call before we lose market share!"

      Again, cool video. Just think you missed the mark a little.
      Heh, I thought I was the only one that noticed the video seemed "overly negative" as opposed to solution-oriented...especially with claims like saying they have "ineffective marketing."

      Most likely whomever the "gatekeepers" are that received the packages would have filtered it out long before it reached the top...I mean no offence intended, but I don't see why (if I was a middle-level management position) for me to forward it to my boss?

      "This guy says we don't have a clue what we are doing."
      "Who is he?"
      "Dunno, but he sent us this box of stickers and a rubber chicken."
      "I see."

      I think the approach is very creative and definitely could get results similar to the case studies in this book: Outrageous Advertising That's Outrageously...Outrageous Advertising That's Outrageously...

      Either way an awesome tactic I might try in the future myself Chris =)

      Cheers,

      ~Dexx
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      • Hey Chris

        Loved it.

        What an awesome - "SPLAT" Message to any business owner !!!!

        We bet it got them thinking.

        Where it may have gone pear-shaped is the last screen.

        We Got Great Ideas

        We would have changed it to - We've Got Great Ideas For You.

        Keep it up though - the BIG fish are out in the Pond just need one to like the taste of the bait.

        Regards

        Bronwyn and Keith
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        • Profile picture of the author wbinst2
          Whats a 'splat message'? Never heard of that one.

          Do you guys agree with absolutely everything on here?

          Originally Posted by bronke13 View Post

          Hey Chris

          Loved it.

          What an awesome - "SPLAT" Message to any business owner !!!!

          We bet it got them thinking.

          Where it may have gone pear-shaped is the last screen.

          We Got Great Ideas

          We would have changed it to - We've Got Great Ideas For You.

          Keep it up though - the BIG fish are out in the Pond just need one to like the taste of the bait.

          Regards

          Bronwyn and Keith
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          • Hi wbinst2

            A Splat message is a message that "hits you right in the face".

            Hence its a SPLAT message.

            Generally they are also messages that "we don't want to hear" because its usually the truth.

            And we all know the "truth hurts".

            No we don't agree with everything on this thread - but do agree with most of it.

            Hope that helps.

            Regards

            Bronwyn and Keith

            Originally Posted by wbinst2 View Post

            Whats a 'splat message'? Never heard of that one.

            Do you guys agree with absolutely everything on here?
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            • Profile picture of the author wbinst2
              Did you make that up yourself?

              Originally Posted by bronke13 View Post

              Hi wbinst2

              A Splat message is a message that "hits you right in the face".

              Hence its a SPLAT message.

              Generally they are also messages that "we don't want to hear" because its usually the truth.

              And we all know the "truth hurts".

              No we don't agree with everything on this thread - but do agree with most of it.

              Hope that helps.

              Regards

              Bronwyn and Keith
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              • Hi wbinst2

                Maybe. :confused:

                It's very much a "Keithism"....LOL

                Regards

                Bronwyn and Keith

                Originally Posted by wbinst2 View Post

                Did you make that up yourself?
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        • Profile picture of the author chrisnegro
          Originally Posted by bronke13 View Post

          Hey Chris

          Loved it.

          What an awesome - "SPLAT" Message to any business owner !!!!

          We bet it got them thinking.
          Regards

          Bronwyn and Keith

          Yes...one of the things I've learned along time ago is that BIG TIME business people RESPECT some one that can come up to them...look them in the eye....and tell them the truth and do it with CONFIDENCE. It takes a lot of "unction" (yes..I'll put it nicely ) to talk to one of the top CEO's in the country and tell them the truth.

          Obviously, I didn't look him in the eye...but the effect (through the video was the same) -- I wasn't pulling punches that was for sure. Through tracking all their sales, I knew EXACTLY...what these CEO's were (and still are) facing.

          From a major player, like a CEO, they don't have time to jerk around. There is too much money at stake. THEY LOVE STRAIGHT TALK....it's all business....they don't take it personal...or they wouldn't take my video pitch "negative" as some would say. Obviously you will have some...but that is an exception not the rule.

          It something that beginning offline marketers (or early in their marketing career anyway) have a hard time grasping. Ever heard the phrase...time is money? This is the pedigree and mindset of your top level CEO"s. It's business first....FRIENDS second. The small and medium size business owner --- yes...its a totally different mindset and would argue its more friends first (relational oriented) and business second. Again...there are exceptions to the rule.

          In closing, I will say that one does need to stay true to their identity as a marketer and consultant. The good Lord gave us all different styles and personalities...and we all need to stay true to our "core". Some are bold...some are more tender-hearted...some are funny...some are bitter (lol....had to put that one in there). You get the idea though.

          My only regret....is that I didn't follow-up more than once. I always preach...the "fortune is in the follow-up"....and frankly I missed the boat on my own advice. Looking back...I believe I was knee deep in putting out some fires with a couple projects.....but not all is lost. I can still follow-up again this year

          Success to you both Bronwyn and Keith!


          Chris Negro
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    • Profile picture of the author TE2
      Originally Posted by Vagabond 007 View Post

      Cool video.

      But, my guess is one of the reasons they didn't respond is because they may have been offended by the video.

      "Your franchises are in big trouble"
      "Subway $5 footlong"
      "Decreasing Market Share"
      "Horrible Weekend Business"
      "Ineffective Marketing"
      "Low Catering Revenues"

      The Quizno executives probably think you don't know what you're talking about. Even if what you are saying is true, not sure it was the best way to go about things.

      Where was all of the benefits they would get by calling you? Why should they call you? Did you assume they would just think "Oh no, we better call before we lose market share!"

      Again, cool video. Just think you missed the mark a little.
      Chris,

      Gene nailed it.

      He wrote almost verbatim what I was planning to write.

      I work with owners, principals, and senior executives on a daily basis, and I can tell you the OP's approach will offend the majority of them.

      It's cheesy, negative and presumptive. This class of prospect doesn't respond well to that.

      A better approach might be to show them something positive...

      Food for thought.

      Regards,

      John
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  • Profile picture of the author Steve Solem
    Chris - very nicely done there and I really liked the extra touch of registering the personalized domain name!

    I've often thought that when pitching someone HUGE like this it would be great to FedEx a package with a video in a portable DVD player, but getting 'em to a website is nice because you can then know for sure if someone watched it or not.

    Someone in a recent thread on marketing google places listings mentioned sending out a $10 prepaid phone to prospects with her number already programmed into the phone and I think that would've been nice to include with your chicken too. ;-)

    Personally I'm not a huge fan of the "dramatic video" style - I think a personal video of you introducing yourself and a solution to their problems might have more impact - but it was professionally done and heads and shoulders above 95% of most other videos I've seen.

    Thanks for sharing!

    Steve
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  • Profile picture of the author John Durham
    Dang I wish I had this presentation still that this guy sent me it was amazing... he gave me a tour of my own site and showed me ten areas that could improve...

    Again, if it were not for the fact that my loyalty is elsewhere as far as "web guys", he would have sold me no doubt. I think this is an excellent way to pitch... in agreement with vagabond I might have went with a different style of presentation... but the idea is the BOMB (video pitching).
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    • Profile picture of the author chrisnegro
      Originally Posted by John Durham View Post

      I think this is an excellent way to pitch...
      Yes John....I think the most important thing is to take the principle (which you say is the pitch) and wiggle your way into the conversation of a big offline fish's board room.

      In conjunction with the 3 boxes I sent with the quiznosislosing.com on the outside of the box (and them being in Colorado and me in Illinois) it was a decent effort to see if a big fish was biting from far away. Something definitely outside the box.....and can be improved on.

      Speaking of big fish John... I should start calling you a "Big Fish with" the fan fare of your WSO . Keep up the good work with bringing out good quality education to us Warriors.

      Much continued success,

      Chris Negro
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  • Profile picture of the author John Durham
    ....Still in the corner saying "Darn! I cant find that email..."!!

    This guy sent me a virtual infomercial... man it was amazingly powerful! Wish I would have saved it now.
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    • Hi John

      When you find it send it through...LOL

      If its got you this excited it must be GOOD.

      BTW - Hope you had a great Xmas and New Year.

      Regards

      Bronwyn and Keith
      Originally Posted by John Durham View Post

      ....Still in the corner saying "Darn! I cant find that email..."!!

      This guy sent me a virtual infomercial... man it was amazingly powerful! Wish I would have saved it now.
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      • Profile picture of the author John Durham
        Originally Posted by bronke13 View Post

        Hi John

        When you find it send it through...LOL

        If its got you this excited it must be GOOD.

        BTW - Hope you had a great Xmas and New Year.

        Regards

        Bronwyn and Keith
        Thanks! You too!

        2011 is gonna be awesome!

        It got me excited because this guy literally just gave me a 3 minute tour of the problems on my own sight and demonstrated them clearly... I could seriously get what he was saying... and the fact that it was my own site we were both looking at and talking about made it more powerful, really sunk in. Not vague...

        Kinda sinks in when someone points out 6 obvious places where you could be more efficient, and arent doing things that you easily COULD be doing...and you can see it with your own eyes the way he's pointing it out navigating you through your own creation.

        My only question is "How many pitches/presentations like that could you really DO per day..."

        But it was a great presentation and effective.
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        • Hi John

          Yeah thats the plan - an awesome 2011.

          We have a few challenges with the Floods here in Queensland at the moment but they will hopefully sort themselves out soon.

          A 3 minute pitch that gives you all of that is worth GOLD.

          Reckon we could do a few a day for sure.

          Regards

          Bronwyn and Keith

          Originally Posted by John Durham View Post

          Thanks! You too!

          2011 is gonna be awesome!

          It got me excited because this guy literally just gave me a 3 minute tour of the problems on my own sight and demonstrated them clearly... I could seriously get what he was saying... and the fact that it was my own site we were both looking at and talking about made it more powerful, really sunk in. Not vague...

          Kinda sinks in when someone points out 6 obvious places where you could be more efficient, and arent doing things that you easily COULD be doing...and you can see it with your own eyes the way he's pointing it out navigating you through your own creation.

          My only question is "How many pitches/presentations like that could you really DO per day..."

          But it was a great presentation and effective.
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    • Profile picture of the author ewenmack
      Originally Posted by John Durham View Post

      ....Still in the corner saying "Darn! I cant find that email..."!!

      This guy sent me a virtual infomercial... man it was amazingly powerful! Wish I would have saved it now.
      This guy teaches how to do it...

      Local Video Method


      All the best,
      Ewen
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      • Profile picture of the author luane
        Local video is interesting and I have not heard of this before. I have heard of Fex Exing clients a compelling letter about what you can do them for their website after examining their stats in Google, Google maps, and offer them your SEO services. I really DO believe that most small businesses are overwhelmed by what we offer and offering them something simple, like a video, or claiming their Google Map place is the way to get your foot in the door, and get them to "know, like and trust you."
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  • Profile picture of the author FormerWageSlave
    I don't particularly care for the video, but don't be so hard on yourself. These guys just finished working with Dennis Yu. I am sure they are not going to be working with any consultants for a while after that debacle.
    Signature

    grrr...

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  • Profile picture of the author DanielCW
    Hey Chris

    Probably a little over board and definitely negative but without a doubt a piece of brilliance. Coupled with the brute force of the chicken goading them etc I am sure if you had persisted they would have made room for you if for nothing other than you were working out of the box. I think John's guy had the right idea in grabbing you visually and showing you your own product and suggesting areas of weakness. I know from experience that showing someone is infinitely more powerful than telling them.

    All it takes is for you to tell a big fish that he may be able to increase his bottom line if attention were paid to this area... and they will look at it. They did not become big by not listening to advice.

    P.S. I would have phoned you just on the fact that it was so unique.
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  • Profile picture of the author chrisnegro
    Originally Posted by Hammad View Post

    Hello Chris

    I loved the video. There were some great ideas for the business owners.

    Thanks for sharing such a useful and informative post, i really liked it.

    Regards,
    Your Welcome....thought this would give some ideas to all of the Warriors to pitch/wow a prospect before calling or following up. The message can change....but the concept of "pitching" is the most important.

    In fact....if you really want to target a specific "Big Fish", the more you pursue and target a client....(and wow them in the whole "pursuing process") the more likely they are to at least give you a call.

    I plan on perfecting this "small part" of the overall courting process...to acquire some "Big Fish".

    Success,

    Chris Negro
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  • Profile picture of the author MWGrubb58
    Chris,

    Bravo on your video!

    People in show business have been doing this for years (I was a performer for over two decades). The fact that you told the truth and didn't pull punches was right on the money.

    Did you read my post about a friend of mine who actually shipped himself to a top level executive and got a 2 million dollar contract?

    When you market this way, you actually save money, because you are not trying to target everyone and their brother... PLUS, the payoff is much greater.

    Cheers,

    Millard
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    • Profile picture of the author chrisnegro
      Originally Posted by MWGrubb58 View Post

      Chris,

      Bravo on your video!

      People in show business have been doing this for years (I was a performer for over two decades). The fact that you told the truth and didn't pull punches was right on the money.

      Did you read my post about a friend of mine who actually shipped himself to a top level executive and got a 2 million dollar contract?

      When you market this way, you actually save money, because you are not trying to target everyone and their brother... PLUS, the payoff is much greater.

      Cheers,

      Millard
      Thanks Millard...yes....one needs to know they will not PLEASE or REACH everyone. The CEO/Owner of a major Corporation is a different breed of "cat". They don't have time to hee-haw around.

      Someone that can approach them with confidence (and tell them the real deal while showing them...I know their franchise inside and out)....they may take a second look.

      That said...the overall method I think needs to be tweaked....the video was ONE PART...of the whole courting process.

      Success to you Millard, -- looking forward to our chat on Wednesday by the way.

      Chris Negro
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  • Profile picture of the author class451
    nice,cool video. really appriciate it.
    keep it up.
    thanks for sharing this.
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    • Profile picture of the author chrisnegro
      Originally Posted by class451 View Post

      nice,cool video. really appriciate it.
      keep it up.
      thanks for sharing this.
      No problem...Class451. Welcome to the Warrior Forum and much success to you offline marketing career.

      Success,

      Chris Negro
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  • Profile picture of the author ardendo
    thanks for sharing.. I appreciate your share..
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  • Profile picture of the author Landon Walsh
    Thanks for sharing. Stuff like this makes me want to start a Offline marketing school.
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  • Profile picture of the author Jay Vikaz
    LOL! Bold and Creative.

    If I was in the CEOs shoes and received something like this, I would at least get in touch to hear it out... or get one of the executives to follow up.

    Whether or not you get hired will depend on other factors including the final pitch. But, yeah this would at least be worth a response ........ unless a gatekeeper had their "prankster" guard up and didn't let it through to the CEOs desk.
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    • Profile picture of the author TE2
      Hey Chris,

      I was remiss in not adding the positive side to my earlier comment.

      You get an A+ for creativity and execution.

      It's the content that got the lower grade.

      I think it will work well with a little tweaking of the message and call to action.

      Regards,

      John
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      • Profile picture of the author chrisnegro
        Originally Posted by TE2 View Post

        Hey Chris,

        I was remiss in not adding the positive side to my earlier comment.

        You get an A+ for creativity and execution.

        It's the content that got the lower grade.

        I think it will work well with a little tweaking of the message and call to action.

        Regards,

        John
        No worries John...as their are many parts of this technique that will make it VERY impactful. The video is one part of the whole.

        Much success,

        Chris Negro
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    • Profile picture of the author chrisnegro
      Originally Posted by Jay Vikaz View Post

      LOL! Bold and Creative.

      If I was in the CEOs shoes and received something like this, I would at least get in touch to hear it out... or get one of the executives to follow up.

      Whether or not you get hired will depend on other factors including the final pitch. But, yeah this would at least be worth a response ........ unless a gatekeeper had their "prankster" guard up and didn't let it through to the CEOs desk.
      You would be surprised at how much people respect someone they can look them in the eye...and tell them like it is (especially when you know the inner workings of their business). It's definitely a different mindset then dealing with a small/medium sized business owners.

      Glad you liked it !

      Chris Negro
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  • Profile picture of the author Amir Luis
    I liked the video too Chris...

    After reading through the thread in it's entirety... My mind is spinning on how to incorporate video into my sales process.

    Hmmmmmm....

    Thank you for posting your ideas and concepts.

    The RUBBER CHICKEN is CLASSIC...

    Definitely one for the record books.
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    • Profile picture of the author chrisnegro
      Originally Posted by Amir Luis View Post

      I liked the video too Chris...

      After reading through the thread in it's entirety... My mind is spinning on how to incorporate video into my sales process.

      Hmmmmmm....

      Thank you for posting your ideas and concepts.

      The RUBBER CHICKEN is CLASSIC...

      Definitely one for the record books.
      Thank you for your comments Amir. Keep on striving to nail big or small fish in the sea.

      P.S. My wife and I will be in Phoenix in 2 weeks. Haven't been there for 6 years after living there for 6 years between (1998-2004).

      Much success,

      Chris Negro
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      • Profile picture of the author Amir Luis
        Originally Posted by chrisnegro View Post

        Thank you for your comments Amir. Keep on striving to nail big or small fish in the sea.

        P.S. My wife and I will be in Phoenix in 2 weeks. Haven't been there for 6 years after living there for 6 years between (1998-2004).

        Much success,

        Chris Negro
        Awesome!

        I am in Phoenix twice a month if not more... I sit on two different Non Profit Board Committees that are based out of Phoenix. We usually meet on the weekends.

        While you are in Phoenix, feel free to shoot me a line. I would be more than happy to buy you lunch...

        (and pick your brain LOL)
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  • Profile picture of the author 7dbear
    I think it's awesome. I doubt "Quizno's" got their feelings hurt. I know a guy who owns 3 of these franchises and he'd love to hear what he could do. Cool idea
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