This presentation tells the story of how taking a self-published expensive book to a "legitimate" publisher resulted in the loss of a consulting and seminar business. It outlines the revenue impact with two examples and concludes with advice to build, nurture and protect your contact list. Originally published by Jon Turino Marketing + Connections. Recently delivered at Portland Connect 7-Year Anniversary event. This presentation is available with narration at https://youtu.be/LSsal7LQPC4

1. KEEPING CONTROL OF YOUR
CONTACTS
JonTurino
Professional Services Provider
Author, Speaker, Consultant, Networker
and Business and Marketing Consultant
503-877-4609
jon@jonturino.com
http://jonturino.com

2. Once Upon A Time…
2
AutomaticTest
Equipment System
Easy to test PCB assembly
Hard to test PCB assembly

3. I Wrote A Book…
 Seventy Seven Pages
 Double spaced
 Hand drawn diagrams
 Beautiful Walnut Cover
 Self Published
 Price: $95
Design for
Testability
JonTurino
Logical
Solutions
Incorporated
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4. And I Sold Some Books…
Actually… a lot of books!
Ad in ElectronicTest
Magazine = $1,800
Design
for
TestabilityJonTurino
Logical
Solutions
Incorporated
4

5. And Became a Seminar Leader…
For hundreds of electronics
companies world-wide for
many years…
The “Pope” of
Testability!
5

6. I Took the Book Public…
And killed the seminar and consulting business…
$39.95
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7. Look What Happened…
Self Published @ $95 Van Nostrand Reinhold @ $39.95
Buyer had a real problem Buyer might have a real problem
Profit per book = $80 Profit per book = $6
3 year sales > 1000 books 3 year sales > 3000 books
$80,000 in book sales revenue $18,000 in book sales revenue
Seminar revenue steady at
> $200,000 per year
Seminar revenue declined rapidly to
< $50,000 per year
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8. So WHY Did That Happen?
• Book customers had a problem either way
• Problem more severe for $95 customers
• WHO was buying the $39.95 book?
• Had the Design forTestability market
dried up?
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9. So On To Another Topic…
Early 1991
$150
Late 1992
$29.95
And the same thing happened again … only faster!
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10. So WHY Did That Happen?
• Book customers had a problem either way
• Problem more severe for $150 customers
• WHO was buying the $29.95 book?
• Had the Concurrent Engineering market
dried up?
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11. A Total Contact Disconnect!
 It was no longer possible to determineWHO
was buying the books
 Person with really painful problem?
 Person mildly – or even very – interested?
 There was no one to call to inquire about the
possibility of doing a seminar or some
consulting work!
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12. The Moral of the Story…
 Your list of contacts is your most important
asset.
 Build it
 Nurture it
 Safeguard it
 If you lose the direct connection to your
prospects and customers, you will lose your
business!
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