” We Contact The Hell Out Of Them “

He took over a white elephant, an albatross and a dud.

A giant hotel in New York City that had been built at the wrong time and was the hotel industry’s biggest disappointment.

He was young. He hadn’t done anything to make the receivers think he could perform a miracle, but he was all they had. In actuality, things could hardly get worse.

The hotel is The New Yorker, the time was long ago and the man was Ralph Hitz.

He used one simple secret, one technique, to turn this elephant into a towering success.

Hitz’s one simple technique was contact.

No matter which way a guest turned, someone was in contact with them.

Bellhops called them by name.

Linen girls smiled at them.

Elevator pilots called their names.

Managers, assistants and clerks all asked about their stays, their homes, their families, etc.

Guests were so flattered by all this attention, in the nations biggest city, that they dared not ever stay anywhere else.

Then, the guests did something they’d never done before, they went home and told all their friends. They became evangelists for Hitz and his hotel.

Their friends came to The New Yorker and got the same treatment. They went home and told their friends.

Not long after, The New Yorker was the largest and most profitable hotel in the world.

Someone asked Ralph Hitz how he’d engineered the turnaround. How he created this evangelism among his guests.

Simply, bluntly, he said: ” We contact the hell out of them. “

Great salespeople do the same thing with their clients. They contact the hell out of them.

The very best out there are always looking for a reason to call a customer, besides when they ask for an order.

Many years ago, I learned to call them 2, 3, 5 times with news, tips, nuggets of gossip, leads, etc., versus the number of times I inquired about a possible order.

This technique will never go out of style, will never fail to work and will always pay dividends because it’s based on a prime tenet of human nature – that people always want to feel important, crave attention and want special favors.

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