Sweet talk
Page 44
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WHAT better way is there to sell road haulage than to invite potential customers to an informal lunch, give them a couple of short factual talks, show two well-produced films and then discuss their individual problems over a steak?
It is a method that has been adopted by John Farrant, managing director of Southern British Road Services, and Geoff Bishop, marketing director. Their approach is highly professional, as befits men who preach the gospel of professionalism in road transport.
One of the films tends to play on fear. Fuel rationing, it suggests, could happen sooner rhther than later and the bigger operators would gain the lion's share. The price, too, might be .almost prohibitive — £2.50 within 12 months is mentioned as a possibility.
Small hauliers are also said to be placed at a disadvantage by the certificate of professional competence. "Call in the ex. perts — now" is the punch line.
The second film, explaining Southern BRS facilities, concludes: "We have proved we can make a success of our business. Now let us help you with yours." I found it persuasive stuff.