Pursell Technologies Inc. let customers do its selling at the Golf Course Superintendents Association of America (GCSAA) Show in San Diego last February.
The Sylacauga, AL, fertilizer manufacturer videotaped testimonials of nearly 20 golf-course superintendents who had attended "The Experience at Farm Links," Pursell's research golfcourse facility – a combination bed and breakfast and educational forum. Then Pursell showed the 20- to 30- second interviews in its exhibit throughout the show, to draw visitors to the booth and keep them there. By using its clients to champion the company's services, Pursell found a low-cost selling technique that didn't require the usual fertilizer.
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