Sales and Marketing

Burn me once…..but not twice

By John Gardner

I just got a friendly email reminder….

“Thank You for renewing….”

I did NOT want the renewal and called the vendor — and was told that when I signed up for that discounted first year rate that the “terms of service” stated that my membership/subscription would be “automatically renewed” at the regular price. BUSTED!

A few types of subscriptions/memberships that often work this way…

  • Magazine subscriptions
  • Domain names
  • Computer anti-virus programs
  • Job search sites
Fire and Ice copy
My mamma used to say, “Burn me once…..shame on YOU, Burn me twice…..shame on ME!

If this has ever happened to you, consider the following 5 suggestions to keep from getting burned…

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My first employee quit a secure job to work straight commission

i-quitBefore I left my first sales job, I had worked five years for a national manufacturing company. The company spent a lot of time making the case that, even though ours was a “draw-against-commission” job (straight commission with a regular check, in other words), we had the security of management and big business backing us up and that life on the outside competing as a “trunk-slammer” who represented a variety of manufacturers and importers was an extremely high-risk proposition.

Bob, the manager who hired me left the company during my fourth year to go work for an importer that competed with my manufacturing company employer. A few months into his new job he called me…

John, you gotta get outta there. There are too many stupid people out here making too much money trying to do what you have already been trained to do. Make the jump, you’ll be fine.

He sent me information and I started researching the contract I was under. This process went on for several months. I started making plans and connections. Then I got another call from Bob,

John, have you left yet?

No, but I have one foot out the door.

Well, never mind. Don’t go. I’m back!

He had been hired back as upper-level management. I did resign and was one of the very few who did so to start working independently in the same business, who did NOT get challenged on the contract — and my theory as to why — is that Bob, did not want to have to answer in court that he was, in fact, the one who told me to leave and advised me to do exactly what I did. I’m glad they hired him back.

My wife and I ate beans and cornbread for a few months, but we got our business up and running and never looked back.

As I made the rounds to some of my former customers to tell them that I was still in business, but would be operating under another name, George, an Assistant Middle School Principal and Athletic Director started asking me a lot of questions and expressed an interest in coming to work for me in my new business.

But George, you have tenure, a Masters Degree and a Principal’s License. I can’t pay you anything until you sell something. Take a couple weeks to think about it.

A few weeks later I called George,

Just checking in to answer questions and see what I can do to help reduce your stress as you consider your options.

I’m not under stress anymore. I just resigned.

I know it took him a couple years to match the income he walked away from, but I underestimated the thrill of helping get an operation off the ground. George was a faithful and successful sales rep for me for twenty years until his retirement a few years ago.

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Meeting the Sheriff in the School Office

I was arriving for an after-school meeting in a rural elementary school. Buses were pulling in and I decided to wait 5 minutes in my car for the bell. After the bussed pulled away I entered and went to the office. As soon as I introduced myself I could tell something was wrong. The principal was standing behind the secretary with a troubled look. Just then I heard the sound of leather that you only hear if you are really close to a police officer wanting to quietly get your attention. The principal informed the sheriff I am ok.

Recognizing MY surprise, he explained that.

“When we see an out-of-county car sitting in our parking lot at dismissal time, we call the sheriff.”

Made sense.


Added this to both my “Stories Through My Ages” and “Selling In The Schoolhouse” books.

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