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Reprinted from a Sept 2003 article found on the Internet |
| A
roofer who advertises in a directory in central California received an
unexpected call. The caller was a property manager for a
big national drug store chain, and he was calling from Chicago. He said that he needed a roofing contractor to put a new roof on the big national chain's drug store in that central California town. They discussed the size, type, timing, etc. The roofer negotiated the deal over then phone, and put a new roof on the store. The roofer asked the property manager how he happened to find him. The property manager said that he had seen the roofer's web site on the Internet and that's why he called. The roofer said, "That's impossible. I don't have a web site." |
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The property manager said, "Yes you do, and it looks like it's some kind of Yellow Pages ad." The property manager printed out the online ad and faxed it to the roofer so he could see it. The roofer recognized his ad from the print Yellow Pages and called his Account Executive. He told the sales rep that he had forgotten that the Internet was part of his print advertising package, but he was certainly glad that it was included. |
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His net profit on this one roofing job was $14,000. |
| The big national chain store property manager needed a local service provider. Without a local telephone directory of the distant market, the property manager turned to the Internet. |
| Full article is at http://dicklarkin.twpsite.com/articles/roof.html#1 |