A Christmas Story --DeWese

It was a few days before Christmas in 1998. A light snow was swirling in the 30 mph winds blowing off of Lake Michigan. The winter wind in Chicago seems to gain strength as it whips through the buildings and down Michigan Avenue.

It was about 2:30 p.m. and a stocky businessman on the wrong side of 50 entered the hotel bar. His flight home was scheduled for 6:55 p.m. and he wanted to relax before leaving for O'Hare Airport. He was tired and chose a stool near the end of the bar. He was carrying an expensive overnight bag and a matching attaché case. He carefully stashed his bags against the brass bar rail and hoisted his bulk onto the bar stool.

Wants to Relax, But. . .

The businessman was troubled that his short legs prevented his feet from resting comfortably on the rail. He wanted some service and was annoyed that the bartender was in a deep conversation with two cocktail waitresses at the far end of the bar. Finally, he was even more irritated when he noticed that the bar mate to his left was drunk.

The bartender eventually came for the order and the businessman ordered club soda and a double espresso. The bartender observed, "Man, you are gonna be wired when you finish the espresso." The businessman responded, "It's okay. I've had a tough day and I need some strong coffee."

Before he could say more, the drunk ordered, "Barkeep, bring me another shot and beer backer. And bring my check."

Soon the bartender delivered the club soda and demitasse of espresso. He served the drunk his shot of bourbon, the beer and placed the tab beside the drinks.

The drunk fumbled for his wallet, extracted a credit card and pushed it toward the bartender. The businessman was calling his office on a cell phone, but saw the drunk gulp the shot, grab the draft beer and chug it down. The entire consumption process was amazing and seemed to happen in a few seconds.

The bartender returned and asked, "Do you have another card? The company has rejected this one."

The drunk responded, "Oh my God, that's my only card and I've only got three or four dollars in cash."

In a flash of largesse, the businessman pulled out his wallet and selected a credit card. He spoke to the bartender and said, "Here, I'll pick up his tab. I think he's had a bad day." The bartender was relieved and thanked the executive, "That's awful nice of you sir."

The drunk sat upright, straightened his tie and ran his hands through his hair to restore some of his dignity. He was a handsome guy in his mid-40s and was wearing a business suit in dire need of cleaning and pressing. His face was flushed from the alcohol and it was lined from many long drinking sessions over many long nights.

The businessman thought, "This guy was somebody once and he's hit some hard times."

The drunk spoke and said, "Look sir, I'll pay you back. Give me your business card and I'll send you the money."

No Thanks Necessary

The businessman replied, "No. Consider it a Christmas gift from a stranger. I'm sure you would have done the same for me. By the way, let me help you with cab fare home." He reached in his pocket and pulled two $20s from a thick stack of bills in his money clip.

The businessman extended his hand and said, "My name is Sam. What is your line of work?"

The drunk replied, "My name is Joe and I'm out of work. I'm out of a marriage, three kids and my home. And, I'm out of money. I was a top printing salesman for 20 years here in Chicago, but I blew it all. I came downtown today to apply for a job, but I couldn't get past the receptionist. I guess you can call me Lonesome Joe."

The businessman said, "That's a coincidence. I'm well acquainted with printing. Tell me what happened."

Not an Uncommon Story

Lonesome Joe began: "I sold for a big company—the best printer in Chicago. I was the number one salesman. I had two big accounts and sold them more than $4 million each year. I made over $350,000 annually."

"You look like you could use something to eat," the businessman responded. He presumptuously called to the bartender to bring Lonesome Joe a roast beef sandwich, a slice of apple pie and a cup of coffee.

Lonesome Joe said, "I am hungry. Thanks, Sam. I'm gonna call you 'Good Sam.' "

Good Sam said, "Your sales and your income were fantastic. You must be a great salesman. What happened? What went wrong?"

Lonesome Joe continued, "The company owner put me up on a pedestal. I represented more than 20 percent of the company sales. He gave me a country club membership and a BMW. I have thought about this a thousand times."

He continued, "I became too content. We had a wonderful home. I had money in the bank and credit cards. It was more than I ever dreamed. But I ruined it."

Good Sam asked, "How did you ruin it?"

Lonesome Joe answered, "I was too dependent on my two accounts. One account hired a big consulting company to study their printing procurement and I was thrown out. My relationships and years of service meant nothing. Boom! There went $1.5 million in sales down the drain. I had been given the two accounts and had grown them over the years. I never had to prospect for new business, so I didn't know where to begin to replace the business."

Lonesome Joe went on, "I got to drinking and gambling at the club. Eventually, I was fired at the other account because I got drunk at a couple of business lunches. My boss indulged me for awhile and continued to pay my draw. He was good to me. But I couldn't bring myself to find any new accounts and, eventually, he had to let me go. You know the rest. I lost my wife and kids and my home. I would love to move to New York where I could live with my mother. She's a widow and is ill, and maybe I could get my life together. Maybe I could get a job with a New York printer in customer service or production."

Good Sam said, "Why don't you surprise your mother and fly home for Christmas? Maybe you can spend a couple of weeks and look for a job. You know, new scenery. Maybe you can get back on your feet."

Lonesome Joe answered, "Mom lives on a small pension and social security. She doesn't have the money to buy me a plane ticket."

Good Sam sipped his club soda and offered, "Let me see if I can get you a flight to New York before Christmas." He extracted an airline frequent flyer card from his wallet and dialed the 800 number. He booked a flight the following day to New York and gave the agent his credit card number. Then Good Sam took five $100 bills from his wallet and handed them to Lonesome Joe who was now sobering up quickly.

Good Sam said, "The money is for cabs and expenses. And, buy your mother a little something for Christmas. Show the airline your ID and they will give you your ticket tomorrow. I'm going to give you some names in the printing industry in New York to call after Christmas. Tell them I referred you. Good luck and stay sober. That will be my pay back."

Airport Bound

Good Sam grabbed his bags quickly and left for O'Hare. He never looked back. He never once thought about the money.

Lonesome Joe flew to New York. Sure enough, Good Sam's name meant something and Joe is not lonesome any more. He's been working in customer service for a printing company in Queens. The owner is thrilled to have him. Joe is sober and has even been able to see his kids a few times. He's able to pay the child support. They write and phone frequently. He's making good money and taking care of his mother. He calls Sam about once a month to catch up.

Sam thinks about Joe and the small investment he made on a cold day during the Christmas season. He thinks it was one of the best investments he ever made. He's happy that he was able to help. He says to himself, "I could help Joe because I got out there and sold something."

Now, you get out there and sell something!

To all contestants in the Great American Print Sales Prospecting Contest: The Mañana Man will contact the winners and runners-up as soon as he gets the December results. The final results will be featured in the February edition of Printing Impressions.

—Harris DeWese

About the Author

Harris DeWese is the author of Now Get Out There and Sell Something!, published by Nonpareil Books. He is a principal at Compass Capital Partners and is an author of the annual "Compass Report," the definitive source of information regarding printing industry M&A activity. DeWese specializes in investment banking, mergers and acquisitions, sales, marketing, planning and management services to printing companies.