Salesman in Family Rope Business Is at End of His
For 28 years, Mark Goldman has been part-owner and sales manager of Pacific Fibre & Rope Co. in Wilmington. That’s nearly three decades of bad rope jokes from friends and customers, and Goldman is ready for a break.
He runs the company with his three brothers, taking a modest salary of $55,000 a year while generating about $300,000 in annual sales. However, Goldman is growing frustrated. He feels he’s putting far more into the family venture than he’s getting out of it. He’d like to explore other opportunities, but he worries about Pacific Fibre’s destiny if he leaves.
“The challenge isn’t here anymore,” Goldman said. “And I’m losing sleep over this.”
Goldman consulted renowned sales expert Harvey Mackay of Minneapolis about his dilemma. Goldman described himself as a “fast learner with lots of enthusiasm” who loves the challenge of closing a sale after months of hard work. If he sold his share of Pacific Fibre, he might be able to handle a straight commission job, he said. But he’d be even happier to find a position that offered a base of $30,000 to $50,000.
Mackay suggested that Goldman could take some preliminary steps to polish his sales skills and bolster his confidence by enrolling in courses at Dale Carnegie Training Inc. He could also enhance his interview and communication skills by joining Toastmasters International, which has at least 13 clubs in Long Beach, where Goldman lives.
Although Goldman is willing to explore many different sales fields, he may want to consider incorporating his best-loved hobby, golf, into a new endeavor.
“My philosophy is, find something you love to do and you’ll never have to work a day in your life,” Mackay said. “Golf happens to be one of the world’s most explosive industries.”
He advised Goldman to start by “learning everything you can about it--on the Web, by subscribing to journals, by looking up associations, manufacturers and suppliers and by networking.”
With this knowledge, Goldman can pinpoint golf industry sales jobs that interest him, Mackay said. But before he approaches any companies to ask about work, he should thoroughly research them.
“I call that ‘preparing to win,’ ” Mackay said. “Life is probability, and all you want to do is keep the odds in your favor as much as you can. Learn all you can about the company and the people inside. Then you’ll have things in common to discuss. It’s a way of humanizing your selling strategy.”
Goldman expressed concern that the golf industry might be tough to get into because thousands of golf enthusiasts may harbor similar dreams. Mackay disagreed.
“Every industry is dog-eat-dog . . . ,” Mackay said. “No matter what you pick, it’s going to be hugely competitive. Don’t let that stop you from pursuing that line of work.”
Goldman also worried that potential employers might not give him a fair shake because of his age.
“Do you think 50 is a problem?” Goldman asked.
“I think 50 is a serious problem if you do,” Mackay said. “But as long as you’re a hungry fighter who wants to learn, who’s focused, committed and full of energy--all of which you say you are--then it shouldn’t be.”
Goldman will need to sell himself in every interview he goes on, Mackay said. Afterward, he should “debrief” himself. He can do this by immediately jotting down notes about what transpired during the visit, what he learned, any mistakes he made and any questions he still might have. That same afternoon, Mackay said, he should write a thank-you letter and mail it so his interviewer might receive it the following day.
Explore golf-related sales. Experts agree with Mackay: There are myriad opportunities for an avid salesman who loves golf. Goldman could sell golf vacation packages to businesses for one of California’s 50-plus golf destination resorts. Successful booking reps can make $100,000 or more annually in this field, said Robert Slavonia, national sales manager for Westin Rio Mar Beach Resort in Puerto Rico.
Goldman also could consider becoming a sales rep for a golf equipment company, such as Callaway Golf Co. of Carlsbad, Calif., or Chicago-based Tour Edge. He could explore apparel sales jobs with such corporations as Ashworth Inc., also of Carlsbad, or Brockton, Mass.-based FootJoy. If he’s comfortable with the Internet culture, he could consider working for an online company such as Santa Clara, Calif.-based Chipshot.com, which sells golf accouterments, or start-up TeeTrade.com in San Francisco, which facilitates bids for public course tee times.
Then there are sponsorship opportunities. Goldman could contact the U.S. Golf Assn., the Western Golf Assn. and the Professional Golfers’ Assn. about selling tournament sponsorships, said Thomas Bowers, co-director of Indiana University’s Sports and Entertainment Academy MBA program. For salaried work, Goldman might consider becoming a marketing coordinator or an events planner at a sports management agency, suggested Keith Kreiter, president of Edge Sports International in Chicago.
Investigate residential real estate. Goldman told Mackay he is also interested in real estate sales. Before jumping into this field, he should shadow an established agent for a few days to see if the industry’s pace and culture suit him, said Brenda Casserly, senior vice president of operations for ERA, a residential real estate franchiser in Parsippany, N.J.
If he likes the experience and decides to become a sales agent, he’ll have to take a course in real estate principles and pass the state’s licensing exam. Afterward, he can gain additional sales experience by teaming up with a seasoned agent, said Ron Wynn, Coldwell Banker’s top Southern California agent in sales production.
“Cash in on the name recognition of both the agent and the company, and make sure that both have sterling reputations,” Los Angeles-based Wynn said.
Goldman should be aware that he’ll probably have to put in far more hours in this profession than he does at his current job. Real estate agents are on call seven days a week, including evenings. Because he’d be working on straight commission, he’d be wise to set aside six to 12 months of savings to live on while he builds revenue. A budding agent usually can tell within six months whether he or she will be successful in real estate sales.
“Winners in our business make money quickly,” said Barbara Corcoran, chairwoman of real estate agency Corcoran Group in New York City.
If he enjoys real estate sales but would prefer a salaried position with shorter hours, he might consider specializing in new-home sales, said Michelle Johnson, sales manager at home builder Kaufman & Broad in Irvine.
Finally, Goldman should build his computer skills. A growing number of home buyers and sellers expect agents to communicate with them via e-mail and offer information-packed Web sites, said Stan Richman, sales manager at Coldwell Banker’s Beverly Hills South office.
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MEET THE COACH: Harvey Mackay is an internationally renowned sales expert and public speaker based in Minneapolis. His bestseller, “Swim With the Sharks Without Being Eaten Alive,” has sold 4 million copies worldwide.
