The New Intimacy In Sales And Marketing

How Trends Emerge, Despite Our Best Efforts

 

 

 Actual message left on my answering machine in Los Angeles:

"Andy -- it's Mark, duuude. Call me back, 976­-5633, duuude."

Had I called this stranger back, I discovered, I would have been connected to a "rap line" and charged $2 on my next phone bill.

 

 

Personal note clipped to an advertisement for a get-rich-­quick book, sent to me by mail:

"Andy -- this worked for me; you ought to call. -- ­Bob D."

I phoned "Bob D." soon thereafter. "I got a note from Bob D.," I said, "and I was trying to remember if he's a friend of mine."

"Oh, that was just a marketing strategy," replied a spokesperson for Bob D.

 

 

Actual message left on my answering machine in New York:

"Hello, Andy. This is Ted. I'm calling for Don. Don would like to speak with you, so at your conve­nience would you please give him a call tomorrow any time after eleven. Now, Don can be reached at area code (212) 210-6460. Please give him a call. Thank you very much and, of course, have a pleas­ant evening. Bye-bye."

I returned the phone call on February 21, 1989, at 4:50 p.m.

Don: "Don Eshleman speaking."

Me: "Hello, is this Don?"

Don: "Yeah:

Me: "This is Andy Aaron. I got a call from Ted."

Don: "Yeah, he was calling you from Prudential about our new tax-deferred savings and protection plan..."

Me: "Yeah, now the thing is -- do I know Ted?"

Don: "No, you don't"

Me: "He used my first name, so I was wondering if there was a reason"

Don: "Uh, no."

Me: "Okay, that's all I needed to know. Thank you"

Don: "Okay, bye-bye"

 

 

Actual message left on my answering machine:

"Andy, this is Claire. Please call Don tomorrow after 11 :00 a.m. at (212) 210-6460"

I returned the phone call on March 1, 1989, at 10:45 a.m.

Don: "Don Eshleman speaking."

Me: "Don, this is Andy Aaron. I got a call from 'Claire,' who said to call you"

Don: "Oh, yes, let me tell you what that was in reference to. Claire was calling you from Prudential about our new tax-deferred savings and protection plan. I want to tell you a little more about it, if you have a moment."

Me: "Okay -- well, wait. Do I know Claire?"

Don: "Uh, I don't believe you do, no"

Me: "Do I know you?"

Don: "Uh, we've not had the pleasure of being introduced. I'm really calling you because I have a list of professionals who might be interested in such a plan, and that's where I got your name."

Me: "I see, because she used my nickname, my first name, and I was confused, so I thought maybe I knew you. She referred to you as 'Don' on the message that I just got."

Don: "Uh-huh."

Me: "Okay, but we have a personal relationship?"

Don: "No, we do not."

Me: "Thank you"

Don: "Okay."

 

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- Andy Aaron