Other than a team of Management Consultants, The Matchmaker’s Triangle is an Integrated Marketing, Promotion, and Sales System. The Objective? “… to produce and maximize valuable customer relationships – on purpose, in any selling situation.” (No matter what!)
Getting new customers and keeping them requires three processes: 1) The Marketing Process, 2) The Promotional Process, and 3) The Selling Process. When they work perfectly, customers buy without resistance. When they work seamlessly, customers hear & get what they and the seller wanted them to get. Synergistic marketing, promotion, and sales activities, increase both parties opportunity for success.
The Matchmaker’s Triangle consists of:
- Tools = 10 – 20 visual & analytical tools, from simple to complex, as applicable for contemplated selling situations.
- Rules = how to use the tools to navigate & stay on course to reach the objective = “… to produce and maximize valuable customer relationships – on purpose, in any selling situation.”
- B.S. (Belief System) = The Philosophy & Discipline for being victorious. (An ounce of pretension won’t require a pound of cure if you’re victorious.)
Although, Ted Steinberg conceived of it in 1959, The Matchmaker’s Triangle has not been available, in its entirety, as an integrated system, until now. However, in 1982, thinking that his clients would want to learn about the system he was using for increasing their sales, he offered to explain it to anyone who would listen. Instead of being interested, his ‘results oriented’ clients were focused on making sales. Ted’s conclusion: the business world could care less about his system, so he kept it to himself.
The Matchmaker’s Triangle is a Customer Getting & Keeping System.
It is being offered by Ted Steinberg and Mitch Goozé. Mitch is President of The Customer Manufacturing Group, San Jose, CA. The name for Mitch’s company comes from one of Ted’s statements, “that the real product which a company produces is a maximized valuable customer, therefore, it helps to look at marketing, promotion, and sales as a customer manufacturing assembly line.”
In 2016, Mitch told Ted: “The Matchmaker’s Triangle should be made available in its entirety.” Mitch knew Ted used it for organizing marketing, promotional, and sales activities. Because Ted is in his early 80’s, Mitch said, “what are you waiting for? It’s time to show others your Dream Machine & Work Shop.” (FWIW, this is Ted’s description of what The Matchmaker’s Triangle means to him.)
The Matchmaker’s Triangle began as a Fantasy.
In January of 1959, Tom Bradley, a fellow manufacturer sales representative, whose income was 15 times greater than Ted’s, asked him, “because Socrates says that people are the sum total of what they think about all day long, what do you think about all day long?” Ted was put off by the intrusive nature of the question, so for the heck of it, and not wanting to tell Tom about all the fashion models Ted hoped to meet. (Ted sold young women’s sportswear to major department stores and specialty shops.) Ted told Tom about a Genie who guaranteed Ted that he could sell anyone, anything, anyway he wanted to, no matter what. Ted implied his days were filled with thinking about all the stores he could sell and how rich he was going to get. Ted figured his story would put a cork in Tom’s prying attitude, but to Ted’s surprise, Tom told Ted, “that’s fantastic; it’s not as crazy as it sounds. You’ve come up with a one man brainstorming tool. So, with your Genie’s guarantee: who would you want to sell, what would you want to sell them, and how would you go about it?” (Point of reference, Tom’s income in 1959 was $90,000, or about $750,000 in today’s dollars; Ted’s income was $6,000. Now you know why Ted listened. Maybe Tom knew something about selling?)
Tom added, “it’s time to see if any of your dreams could become real. Why don’t you decide who (specifically) you want to sell our complete product line to, and what it is you would be willing to do for them if they bought it on your terms, and how much they would need to invest to make the line the major attraction in their store? If you will refine your dream, I will take it and we will see if we can make it real. He asked Ted to pick three important retailers in Milwaukee, the largest city in his territory. Tom wanted to show Ted it was possible to organize the who, what, and how of the sales process so that the customer had not other choice but to do business the way Ted wanted to do business. The who, the what, and the how became, a few years later, the three points of The Matchmaker’s Triangle.
Within 24 hours of accepting Bradley’s dare, Ted’s approach to getting & keeping customers was completely different. Instead of selling stuff, Ted was selling an opportunity for the customer to enhance their R&R: revenue and recognition in the community. What once was problematical became full of opportunities. Ted’s conclusion, “no more features and benefits talk, no more solution selling, no more peddling, if you’re not selling opportunity, you’re not selling!”
[Note. In 1959, Tom Bradley was 52, Ted was 24. Tom had been thinking of better ways to sell for years. It took him until age 47 to rethink the selling process. Tom’s recognition of the merits of Ted’s fantasy process saved Ted’s years of struggling. By taking Tom up on his proposal, Ted’s income increased six fold in 1959, and then it doubled the following year. Tom dared Ted to look at fantasies as possibilities worth exploring, instead of silly dreams. Fantasies focus on the possibilities. Realities test, via this segue of activities: specific possibilities worth exploring, the plausibilities, the probabilities, and the actualities (results) of the testing, and the expandability (scalability) of the results so that the street value of a project can be determined. When your dream machine gives you great projects to explore, your workshop becomes the place where you can love the work you do.]
Years later, Tom asked Ted, “where did you come up with that story about the Genie? I tried not to laugh when you told me about it, because I thought, maybe, while you were driving between towns in your territory, you actually pretended your best friend was a Genie. Does this have anything to do with Harvey?” It did. In 1950, Jimmy Stewart won an Oscar for Best Actor in “Harvey.” Harvey was an invisible 6’4” rabbit who Jimmy relied upon for advice. Jimmy’s friends thought he was crazy for alway talking to this rabbit which nobody else could see. Ted picked a Genie for a friend, because, if Jimmy Stewart could have an invisible advisor, why not Ted? Ted prefers money making Genies to rabbits; no offense to Bugs Bunny.
Three Gotchas. (The Genie had Three Provisos.)
The Genie would let Ted sell, anyone, anything, anyway, no matter what! HOWEVER:
- It must be good for the customer – in their eyes, no matter what.
- Ted must never be the star. The customer is always the star, no matter what.
- Customers must never know they are guaranteed to buy. Customers must believe it’s their decision, no matter what.
When Ted ignores these provisos, no sales result. Let’s face it, without provisos, easy sales are boring. It takes skill to make marketing and promotion, and sales interesting.
End of Story! Despite the breeziness of this Preamble, The Matchmaker’s Triangle is an exceptional system. What Ted began in 1959, can be learned in 17 hours via 10 sessions (public and private webinars & seminars). Thanks for giving us your time!
We look forward to serving you.
Ted Steinberg & Mitch Goozé.