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Sales Trainer has Calculated Plan for Success using Promotional Items

How does a wildly successful sales consultant and author of a New York Times bestseller (The Ultimate Sales Machine) promote himself to his top prospects? With promotional products, of course. “I call this the ‘Dream 100 Sell,’ ” says Chet Holmes. “Basically, what we do is pick out dream clients we’d love to work with, and we send them one of these little gifts every week for five or six weeks in a row. Then, when you call them, they come right to the phone.”



 For someone like Holmes, a dream list consists of 3,000 names, including the entire Fortune 1,000, the 500 fastest-growing companies in the country,

200 associations and some hand-picked smaller companies. To promote his book, he sent this list a series of mailings, starting with an orange calculator (the same color as the book) along with a sales letter that said, “You’re going to need an extra calculator to calculate your sales increases, once you apply the concepts in the new book, The Ultimate Sales Machine.”The calculator was followed by a shoe-polish kit, a highlighter and a magnifying glass, each in separate mailings.

 Though only the calculator had mailed when we spoke with Holmes, he said he’d already received calls and he expected the program not only to sell his book but consultations: “I’m expecting that we’ll get more business than we can possibly handle – you know, honestly, that my time will be so sold out that I’ll just keep raising my prices.”A free online preview of Chapter 4 of the book is available at


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