SALES SUCCESS STORY

John Henshell internal communications sample

ADVENTURES ON THE MISSISSIPPI

Boyds ltalia D’Oro gondola has made it all the way up the Mississippi River to the borders of Wisconsin and Minnesota. When Huckleberry Finn landed his riverboat in Wabasha, Minnesota, Carl Miller (SA 161, Eagan) and Frank Wilson (DM) were close behind with a red Reneka Plus II, whole-bean coffees, and many allied products.

The Twain Shall Meet

Boyds coffee quality provided a head start for this Region Xl sale. Before Bill Newman opened Huck Finn’s Landing, he drank our coffee at a Red Lion Inn, and liked it enough to find out that it was Boyds coffee. Mr. Newman, who is from Wabasha and has houses there and in Eagan, called and made an appointment with Frank. We were able to use Susie’s Caffe Espresso in Eagan (see What’s Brewing, January 7) to show him a successful example of the type of business he wanted to start.

Mr. Newman is a dynamic entrepreneur. He also builds movie theaters, owns a sound reinforcement company, and invented cup holders for theater seats. His connection to the movie industry relates to his new business. The current hit movie “Grumpy Old Men” (starring Walter Matthau. Jack Lemon, and Ann-Margaret) is set in Wabasha, and although it was mostly filmed elsewhere in Minnesota, it is helping the town’s already successful tourist industry. Frank and Carl say the movie is very funny. Wabasha celebrated “Grumpy Old Men” Days on a Saturday, and our account held its grand opening that weekend. The municipal festival included an ice fishing contest and snowmobile races. Huck Finn’s Landing is filled with charming antiques that match the Mississippi River and Mark Twain adventure themes; the account is also using Boyds and ltalia D’Oro point-of-sale materials, and Mr. Newman put up a “Grumpy Old Men” movie poster during the celebration.

Wabasha is a quaint Mississippi River town in an area with great natural beauty. You can observe bald eagles (who roost nearby in the spring) and splendid fall colors. The area offers sailing on Lake Peppin, water sports, beaches, golf, skiing, and antique shopping. The Delta Queen and Mississippi Queen stop there. Carl Miller loves the area; he spends much of his free time there, and he is delighted to have the opportunity to build business along the river. Mr. Newman has suggested that he may open other locations along the river, and Huck Finn’s Landing is already a fine referral spot for prospects for Carl.

Rollin’ on the River

Huck Finn’s Landing is a coffee shop with light lunches and baked goods. Carl is selling them a full complement of espresso-related products, gourmet coffees, beverages, and soup bases. The store is retailing whole-bean coffees and using our airpot brewing system. Carl expects to add cold beverages for summer. The new shop is just open through lunch time, but it is establishing itself quickly in the community. Mr. Newman has already built regular business with people who work in the area.

Phil Roberts (RM, Region Xl) and Frank Wilson are building business by adding high-profile accounts that are introducing the Boyds and ltalia D’Oro names to the public in Minnesota and Wisconsin. One of the reasons for their success has been building partnerships with entrepreneurs who are creating businesses that can serve as showcases and showrooms for prospects in the region.