I just returned from a marketing seminar for a multistate distributor. Keep that in mind for a second…

Recently, another multistate distributor cancelled our event, claiming, “The economy is just too bad.” They never offered the event - only sending the death notice to their dealers. Their hard times didn’t end there; training events stopped completely, they closed two locations, sales reportedly off more than 50 percent.

For the event yesterday, the distributor promoted well - using only e-mail. They used our pre-event pieces, and their own TMs to encourage attendance. Their message was “Change what you’re doing to change the results you’re getting,” which resonated. They recognized the economic impact, but further offered that while things were down, homeowners would still need service. If competitors had gone silent, then more customers would flock to the vocal and vibrant.

They had the most attendees at this event than in their entire history. They all stayed until the very end, gathering, learning, laughing, and committed to change. Was it my message that did it? Hardly. It is the more attractive reversal from the overly dour woe-is-me attitude.

Another record was set that day. A full 34 percent of the crowd - financially and via written agreement - committed to change their marketing approach, immediately. They adopted a three-step formula to radically pursue their market.

There was fire in their eyes, and it was not the short-term twinkle of the day’s opiate. It had been glowing awhile. To be honest, I would not want to be their competition. Your thoughts?