This is Wally.
He’s an engineer and the CEO of Wallace Widgets, a family-owned manufacturing company his grandfather founded in 1957.
The company sells some products directly, and others through distributors. To drum up business over the years, Wallace Widgets networked, bought lists, sent direct mail, cold called, advertised, and exhibited at trade shows.
When customers were researching a purchase, one of the first things they’d do is call a Wallace Widgets sales rep to get information.
And then everything seemed to change.
For the worse.
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