I believe it's important to document as much as our industry as possible before the age of the internet. Not much has changed in sales over the years. Selling is still about prospecting, finding pain and building relationships.
Thus I was able to connect with Larry Coco for our next interview of what it was like to sell copiers in the eighties.
Selling Copiers in the Eighties with Larry Coco
Art: How did you find your way into the copier industry?
Larry: During college I worked as the Assistant to the Controller at Grolier, a book publishing firm. While that was an incredible experience, I believed my calling was Sales. I wanted something challenging and rewarding. Something that took me out of my comfort zone.
I remember reading the newspaper days after graduating college and was drawn to an ad …“ Our average sales representative made more than $26,000 last year”.
Keep in mind this was my first interview out of college. I called and spoke to Mike Davies, the Vice President. We had a 15 minute conversation about the role, my background and he said thanks, but no thanks since I lacked sales experience. He hung up.
My competitive juices were flowing so I called him back and made a case why I could and would be a great addition to his sales team. He listened and finally asked if I could be at his offices that that next morning. No problem.
He and I interviewed for about 90 minutes. I could picture myself selling B2B. He left the room and introduced me to the President, Al Kirschner. He and I then interviewed for over 2 hours. We hit it off. I asked for the job. He let me know they would be in touch. We shook hands and I drove home thinking this would be a strong opportunity to start my career …working for a local and growing company willing to train me called Copytex Corporation.
The phone rang within 30 minutes of getting home. It was Al making me and offer with a start date. I accepted and started that following Monday. I grew from Sales Representative to Selling Manager to Branch Sales Manager to Vice President of Sales over the next 13 years. Crazy how things happen.
Art: What company or manufacturer did you start with, what was your title and what year did you start (if you have an interesting story about a rookie experience please use it here)
Larry: My title was Sales Representative and I started in 1981.
Copytex Corporation was a core SHARP dealer. We also carried some Mita boxes since that gave us edge to edge copying when the SHARP units did not.
Al had been a top executive with APECO ( American Photo Copy Equipment Company). When they went out in the late ‘70’s many of their top people opened SHARP dealerships. The list of successful owners became legendary.
I recall the first week shadowing a couple of sales reps (cold calls and appoinments), being assigned a SHARP SF-741 demonstator and learning how to present. My job was to cherish it. By end of week I needed to demonstrate it for my VP. I was well prepared and got 5 stars.
Week #2 I was sent to Copier Bootcamp at a Philadelphia Airport hotel No frills. The training was intense ( very industry and sales specific). We were given homework assignments every night. Lots of practicing and roleplays. I realize now they didn’t want us out at the bars… was best to put us on lock down. Some classmates did venture out, partied too much, and came in the next day unprepared. They were sent packing. No questions asked.
Reflection: One day my trainer brought us to downtown Philly to make cold calls. We went into a large corporate building on Center Street, top floor of course, and I watched him do about 10 calls. He was smooth. It was now my turn to take the lead. I was a 22 year old kid with my big pants on. Time to shine. While feeling anxious, I was determined and each call saw my confidence grow.
That was until we came across a BIG double door that said XEROX on it. My trainer said go ahead with a smile on his face and we walked in. I greeted the receptionist with a “ Good Morning, my name is Larry and I represent Sharp Electronics…” She seemed taken aback, said please wait here, and left her desk. Within a minute a man came out identfing himself as the Branch Manager. He asked me what I was I doing there mentioning we were competitors. Thinking quickly, I responded it always good to know what your competitors might be doing and that we should ideally set up a meeting. The Branch Manager was speechless, my trainer began cracking up, explaining finally I was in training. We all had a good laugh. As we exited my trainer gave me a bear hug, told me I had guts, and was going to crush it in this business. Trial by fire.
Reflection: Back from Bootcamp. I was given a territory ( Yonkers area of Weschester County). Mike directed me to go out for the day and make cold calls after completing 20 telemarketing calls. I wrote my name on a bunch of blank business cards and grabbed a stack of brochures.
I was now on my own and started calling on every door that wasn’t locked in Dobbs Ferry, NY. My mindset was that every call was an opportunity and a great way to meet new people. I noticed the more I smiled, better responses came my way. I made 35 calls, got 3 appointments and drove back to the office all fired up.
Mike came with me on the 3 appointments over the next 2 days. We rolled my demonstrator out of my Ford Country Squire Wagon with wood paneling and sold 2 SF-741’s as he took the lead role, one to a lawyer ( Thank you Mr. McCormick) and next to a delivery company. I came back to the office and rang the bell twice. You never forget your first sale. Best feeling ever!
Reflection- Lasting Impression: In those days, mailers had a purpose and a place. There was a return card coming back when a prospect had interest. I called one in particular, made an appointment, needed the help of my technician to carry it up a flight of stairs ( the SF-741 was big, brown , beige, and ugly), and sold it to one of the partners.
Delivery was set for that next Tuesday. On Monday I got a call from the buyer asking me to stop by anytime that afternoon. I did. He sheepishly looked down at the floor and told me his senior partner wanted to cancel the order since they only buy Xerox. Note: Keep in mind Xerox had a 90% + marketshare in 1981. I asked what we could do to salvage the order and he said nothing.
He then said he was curous as to how much commission I would have made and I told him $200. He retreaed to his office for a minute, then held out an envelope saying I deserved it and this was for me. I opened it realizing it contained $200 in cash. I told him thanks so much but I couldn’t accept his kindness. He said “you will and are, case closed “.
I bought myself a classic watch, we kept in touch, and he became my customer 2 years later.
Reflection- It’s Time to Leave Grasshopper: Probably one month into the job, I set an appointment with a large private school. Mike and I role played the meeting for an hour prior. As we walked up to the entrance, he put his hand on my shoulder and said. “ You are ready, this is your call, you got this”.
That was a pivotal moment in my career as he had faith in my abilities. He passed the torch and I never looked back. Note: Yes, I did sell them 2 SF-850’s ( 33 copies per minute complete with document feeders and sorters ). Nice!
Note: Mike could sell anything and taught me a great deal about sales. He had this striking presence. He knew how to work a crowd. We complemented each other since he had a more care-free and daring attitude while I was the structure/ process guy.
Art: If you worked for a dealer or manufacturer please tell us what brand(s) you sold and what was your favorite model top sell and why that was your favorite.
Larry: I always represented myself as a division of SHARP Electronics. Strong brand recognition for consumer products like TV’s and VCR’s.
We had 3 SHARP models …SF-741, SF-811, SF-850. That was it. Imagine that young people?
My favorite model during the first 6 months had to be the SF-741. 6 copies per minute, moving platen, a paper master wrapped around the drum good for 600 copies. You had to talk a great deal when making a copy on this unit waiting for the copy to appear in the exit tray. It printed on acetate for overhead projections. It threw off some major heat. I made sure to always show that feature as if it were magic. The unit listed for $2,995.00 and our bottom price was $1,995.00. All day long!
Art: What was the percentage of copier sales people that made it past two years and why made them last or not last so long?
Larry: Tenure at Copytex was rather strong. I would say turnover was close to 20%. Our team was made up of talented professionals that understood the importance of Prospecting. It was drilled into us that Activity breeds Performance. We worked hard and played hard.
Our daily manta was 20-20-2….Every day we were accountable to make 20 telemarketing calls, 20 cold calls, and to secure 2 qualified appointments.
That was the expectation and if you chose not to put in the time and effort, this was not the right company for you. You didn’t make the cut.
We were expected to write out and have at least 100 mailers ready to go every Monday morning. This was not an option. You simply did it for the right reasons.
Art: What did you like the most about your job in the eighties?
Larry: Definitely individual growth and being part of an Elite TEAM. We were a close knit bunch, ultra competitve with each other while always celebrating team member and company successes.
I started in 1981 as a sales rep, worked my up to Selling Sales Manager by 1983, Branch Sales Manager in 1985.
Reflection- Incentives Count: We put many individual and team incentives in place. One was Dress for Success. In short, if /when a rep made their quarterly revenue quota, he/she was given $250 and additional monies for going over and above.
We would have a team dinner and then go shopping for anything work related…shirts, ties, a suit, shoes, briefcase. Anything to improve image.
Another was the launch of President’s Club which involved an annual trip to a rockstar destination along with money to spend and events to enjoy. Those stories stay with me 
Looking back at it now, we had cold call days every Tuesday and Thursday. Mandatory. We would block out 8:15 am -12:15 pm , team up with a rep, take turns blitzing each others territories. On my day, the leads came to me. The next time all leads went to my fellow rep. Bob would cold call the odd floors in a building, I would do the evens.
Bob would handle left side of street, I would handle the right. We fed off of each other.
When a rep was close to making President’s Club and needed a bit of a push, we would do team blitzes driving lots of appointments. We helped one another for the right reasons.
Reflection- My Mentor: Some of my best memories occurred after 5:30 pm a couple nights per week . I would wrap up my day and walk into Al’s office. We would talk for a couple hours about life, sports, business.
Those discussions were invaluable. Here’s an example… Al was a very smart and classy man / business owner. He taught me to Think Yiddish and Dress British.
Big sports New York Yankee fan. Was on th SHARP Dealer Advisory Board. Often we were invited to SHARP HQ in New Jersey to work with other SHARP Dealers and share Best Practices as were both growing and profitable.
Reflection- Paying it Forward: Al taught us to have gratitude for others. Every month that an employee achieved their targets, on that very first day of the month there would be a hand written note from the desk of Al Kirschner on the recipients desk recognizing a job well done.
Even in the present moment if I am having a bad day I reach my hand into that box of notes from Al (it sits in the corner of my office still), read a few, and all is right in the world again.
Art: What did you dislike the most about your job in the seventies?
Larry: During my first few months on the job I noticed sales reps pressing in the last week of the month for orders. I would estimate that 75% of the business came in the last 5 business days. That was nuts to me. It was apparent reps would drop price out of desperation to get the order before month end.
Personally, I did not want to be part of that roller coaster ride. By my fifth month selling, I decided to give myself a new end-of-month date…the 24th. In other words I needed to achieve my quota by that date and everything else was gravy. While many reps tend to take a breather in the first week of the month, I was out prospecting the last week of the month, more prospecting in the first week along with qualifying, presenting proposals, and closes.You get the rest.
By 1983, I lowered that close date methodically to the 15th. I truly believe this was an important key to my consistent success. I was not in panic mode and was able to sell at higher gross profit levels. This was my way of creating a sense of urgency and it worked.
Art: What was the compensation plan like, was there a salary, what is just commissions or was there a mix of salary and commissions?
Larry: I started with a salary of $600 per month and a commission plan based on a mix of revenue and profit. We had a monthly quota commission along with a quarterly revenue bonus. In addition each quarter we had a target of 30 units ( a box, document feeder, sorter, duplexor all counted as one unit). I believe we were paid $30 per unit and I averaged 50+ units per quarter. Quarterly payout of $1,500+. Ka-Ching!
Art: How did you go about finding new business, and what was your favorite of those methods and why?
Larry: New Business was a mix of consistent telemarketing calls, cold calls, sending out mailers, and securing referrals.
I made it a point to ask for referrals even when I was told no thanks. I gave myself a target of securing at least 8 referrals per month. I would estimate that 35% of my business came from referrals…shorter sales cycle, instant credibility, ability to maintain higher revenues and profits per deal.
Reflection- Backwards: We utilized lists and called on them often. While most reps started at A, moved to B, then C, I started at the back of the alphabet thinking those businesses were not called as often. I worked my way from the back
I saw too many sales reps start working a list and quitting on it before they are half way through the alphabet. I became highly efficient at New Business Development.
Reflection- Know the P&L: Since I came to sales with a financial background, a comfort zone was calling on CFO’s and Controllers. I spoke their language.
During the Eighties I worked that horizontal really well ( these professionals of course tended to know one another, hence the referrals ). I was invited to present and demonstate at their semi-annual meetings and became the “ copier guy” to the financial community.
Art: What was the first sales book that you read that and what did you take away from it?
Larry: First sales book was …
How to Master the Art of Selling by Tom Hopkins
Takeaway: To be fearless and have a well-defined plan.
Art: What type of car did you use for your demonstrations and how many demonstrations would you perform in a week?
Larry: I bought a used wagon that was so big it needed its own zip code. By 1983 I earned the right to have a new company car every year with all related expenses paid. Tremendous incentive!
My job was to create appointments, demonstrate, and close. I believe I averaged 10-12 demos per week.
Reflection- Triumph: Driving out with a copier and coming back end of day with an empty trunk was more than satisfying. It made one feel like a warrior returning from battle. We would honk horns.
Art: Can you tell us a couple of funny story about selling copiers in the seventies?
Larry: Story I can laugh about now: My crew was made up of characters in the Eighties. I recall one night where a few of the sales reps went out for dinner and drinks. They came back to the office late to get their cars and remembering we had a sales meeting first thing the next morning.
They decided to push the giant dumpster from the parking lot and block the Copytex entrance thinking the meeting would be delayed.
It took a number of us to move it back that next morning. Our sales meeting started on time. Nice try though…
Another Story- Pleasure to Meet You: Growing up in NY I promised myself one day Copytex would become the official copier company of the New York Yankees.
We called on the account for 7 years knowing they were a Xerox house ever since Chester Carlson invested xerography in the 1940’s.
We finally broke through and won their business. Had 7 competitors and we were the only ones that did not do a trial since we offered performance and copy quality guarantees. Rather, we brought them to our office for a VIP tour and they were blown away.
One day while being in the Executive Offices George Steinbrenner came into our meeting. I was introduced to him and said, “ Hello George, pleasure to meet you”. He said he heard good things and that his name was Mr. Steinbrenner. He added that I needed to call him Mr. Steinbrenner until I made my first million. He walked out of the room. At that point Brian Cashman ( now Executive Vice President) was an intern with the Yankees and told me not to worry about it.
About 15 minutes later Mr. Stenbrenner came up to me from behind, put his hand on my shoulder and said with a smile, “ you can call me George”.
Hammertime- As I transioned from sales rep to supervisor, I realized time management was going to be key. I spent the first hour of the day strategizing with my reps, the rest of the morning wearing my sales rep hat, then afternoon into evening taking on the role of manager spending a good deal of time in the field.
One particular morning I greeted our president. His face was tight and I knew he was on a mission. Al told Mike and I to get the entire sales team together for a meeting in 5 minutes. It was to take place in the warehouse.
He led us to an old copier propped up on a gurney. He began to express his frustration that too many used copiers were being sold in place of new.
He then proceeded to pick up a hammer and swing it at the copier. He barely grazed it, lost his balance, and fell to the floor. We were stunned and went quiet. You could hear a pin drop until Al got up smiling. The warehouse boomed with laughter. My sales reps helped to smash the copier to bits. Warehouse manager said “ I’m not cleaning that up”. Bottom line: Al made his point.
Ok, One More- Getting Tossed : One morning I was cold calling a building in Scarsdale, NY. One of the executives that happened to see me in his lobby let me know soliciting was forbidden. I told him I appreciated the feedback. On to the next call.
Within 20 minutes the building manager found me saying I had to leave since tenants were complaining. In other words, I got tossed.
2 weeks later I was back in Scarsdale delivering a brand new copier in that same building to one of the companies I had cold called. I decided to pay a visit to the man that had me removed. The receptionist remembered me. She was kind enough to let him know I had returned.
He came out asking what I needed. I responded it was not my intent to upset his day. He was fine and said the rules are the rules. Of course I did mention that I had just installed a new copier with his neighbor and thought he may want to take a look and consider upgrading. He said he would.
He called me that very next day and asked if he could get the same deal his friend did as they both had Xerox 3100’s way past their prime. Absolutely! Goodbye X and hello happy, new SHARP/Copytex customer.
BTW… he was kind enough to give me a referral that turned into another sale in that same building…
You never know until you try.
Art: What is the biggest problem you seeing facing the industry today?
Larry: Lack of fundamentals that are considered repeatable Best Practices.
Dealers/ Branches lack much needed sales process and structure to grow and retain talent.
In general, sales professionals don’t understand the importance of having and deploying a distinct plan, relationship building, and preparing for memorable engagements in advance. Lack of practice and role play. After all is said and done, we must Earn the Right.
Note:If you can’t demonstare or present a product/ solution/service to your manager or fellow sales professional, you can’t do it well for a prospect.
Reflection- Take Two: I brought my video camera to the office and set it up on a tripod. All sales reps were taped doing a series of presentations. Each rep had their own tape and was required to go home, watch, and tell us what they could do differently. Constant learning that proved to be invaluable.
Art: If you had to would you do it all over again, if so what would you change?
Larry: No regrets.
Perhaps I would have worn some type of back belt carrying so many copiers up and down flights of stairs.
Also would not have worn a good suit on those days when carrying a Savin liquid copier out as a trade and forgot to remove the tank. UGH!
Art: What’s the one piece of knowledge that you’d like to share with new reps entering our industry?
Larry: Invest in a career vs. a job. Live with Passion. To be successful this is not a 9-5 gig. It requires dedication and hard work.
Start early, wrap up late. Surround yourself with successful people.
Think out of the box. Challenge yourself to learn something new every day.
End
Special thanx to Larry Coco for sharing his exploits in the eighties. If you have a comment please leave the reply section. If you'd like to reach out to Laryy you can reach him via Linkedin.
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