by Bernard Otis
April 2012

Despite the "hoopla" being made over how new technology has changed the way we Generate Revenue, nothing could be further from the truth. Yes indeed, communicating and exchanging information has evolved but we still need to find those who can best use our products/services, establish a personal relationship with them, gain their confidence and trust and through an exchange of information determine their needs and how we can best address them.

Unless your depend entirely upon the Internet to generate the sale with no, or little personal contact with your marketplace, then you need to master the Guidelines set forth in the following paragraphs.

These Guidelines for meeting your objectives were established by Samuel J. Fuller, AKA The Fuller Brush Man, in the early 1900's and still, with slight adjustments, are the key to revenue generating success. Simply put he taught us to:


Here are the Guidelines in more detail:



If the person who answers your call tells you that the individual you are asking for needs to receive information first simply reply by saying "I would be happy to send information, but because of the number of products and service we offer I would need to speak to them to determine which ones best meets their requirements" that usually solves the problem. If it does not ten say "I will be happy to send some general information. May I have their correct E-Mail address?" extend your appreciation and terminate the call,

Once again Technology, while not changing the process, shortens the communications process by eliminating mailings -for the most part and reducing the time it takes to get them your information, providing that you observe the following rules:


Always be cognizant of the fact that when you mail information it either gets thrown out, filed for future use, or as I tell my Prospects when I follow up on their specific mailing request and they tell me they know they received it but have not read it and do not know here its, "look on the bottom of the file on the left hand side of your desk"

Also, we all receive more Emails daily, than we can possibly handle and so the delete button works fine. Repeating-if your Email looks like an advertisement, a generic pitch, lacks quickly seen specific information or is full of loon attachments and books; it will be deleted without being read.

In the final analysis if you want to be successful generating     revenue you need to Tell, Not Sell, Listen and Ask, Close not Push and keep and when you meet simply adapt these processes to the  meeting procedure.           

Finally I will close with 5 additional comments, again taken an updated from my Guru Samuel J. Fuller: