HATTIE (In the Studio): John Wargo, our marketing advisor tells us about the award winning techniques of an award winning company.

JOHN WARGO: Pace, they're out of Michigan They sell equipment through dealers. When this shows up in a client's office or at their place of business from a very small business it makes them look like a big sophisticated operation.

HATTIE: So if I want to follow their pattern I need to be thinking ahead.

JOHN: You need to plan out of season. While everybody in store right now is thinking about their lawn you have to be thinking about what you're going to do when the snow falls. When the snow falls you have to think what you're going to do when the grass starts growing. So the marketing department has to be out of sync with the selling department.

HATTIE: How do they do it?

JOHN: One of the things that Pace does is put a bowl out and ask their customers to drop their business card in. What's important is the business card is always the right address. Pace is selling lawn equipment so they rent lists from the lawn care association from the other people who are performing similar functions. They have increased their sales $10 million dollars. This didn't happen overnight; it happened through a series of disciplined approaches to direct marketing. The bottom line is you can do this by concentrating on the data base and by concentrating on the right type of mailing to the right target audience. You can build your business by millions and millions of dollars. Not over night, over time. Get in there and stay with it.

HATTIE: To think more like Bob Sakata, think about your processes. How can you lighten the load and make your business and your workers more productive? See you next time.