Use What You've Got, and Other Business Lessons I Learned from My Mom 1591840023, 9781591840022

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Use What You've Got

PORTFOLIO

Use What You've Got

And Other Business Lessons I

Learned from

My Mom Barbara Corcoran with Bruce Littlefield

PORTFOLIO

—

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Use What You've Got

ix

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^w-^"

1 If

You Don't Have Big Breasts,

Put Ribbons on Your Pigtails

Lhe he story of my billion- dollar business starts like this: a thousand dollars from a friend. Okay, to

me.

moved

And he into

roommates,

my

wasn't a friend. first

I

didn't

He was

borrow

Ijorrowed

I

He gave it But when I

it.

a boyfriend.

apartment on East Eighty-sixth Street with two

did have a thousand dollars to start a real estate com-

I

pany. It

seemed so simple. ThereM be

ably rent two,

maybe even

three,

virtually

no overhead! Id prob-

apartments a day, and we'd be run-

ning at a profit by the second Sunday of every month. '^AU the rest will

be gravy,"

I

told

my

business

partner/boyfriend,

Ramone

Simone. "And we'll share the gravy evenly," he added. Or almost evenly

— 49 percent for me and 51 percent for him. After

plained, he

I

he ex-

was the one risking the money.

was wiping the counter of the Fort Lee Diner the

walked

all,

in. It

was a quiet

night.

first

time

Ramone

There were only a few customers in

Ihiibard (Oicofd/i

2 \\w

and

(liiKM-.

and

Ikm"

(lie

other waitress,

two well-rounded

had (hem

(iloiia.

friends, (iloiia

was

Well, Gloria

all.

Parton

like Dollv

hiiill

with a hig hh^aehed-hlond swirl of cotton candy hair. Her breasts

were the specialty of the honse and had the power to lure e\en

stieel.

spill

Gloria and her dynamic duo had

map, and watching the twins sport in Fort Lee.

me

in

u|).

With

I

my

walked

Lee Diner on the

ort

around the diner had become tlie

front section and, in

was wiping the barren Formica landscape

destiny.

I

at the far

knew he was

in

was

different,

least across the river,

had seen

who

I

hair,

I

ever looked

he was unlike the

frequented the place.

In his

blue avia-

probably from a land very far away. At

figured.

his crisp, white flat collar

one other person in

end of the diner opened

there before

dark skin and jet-black

his

tor shades, he

derly

I

with a soggy white rag.

working-class customers

1

the

j)ut

i)()unce

The double aluminum doors and

a drop.

was watching her work

I

effort to feel busy,

front of

off the

they weren't hinigry. She could carry six cups of coffee

if

stacked on top of them, and never

an

men

my

and

twenty-one years

on only

rich dark suit

—hvin

Rosenlhak the

el-

owner of the Palisades Amusement Park. The Park hovered

atop the

above our house

cliff

like a blinking, flashing,

spaceship. During the suimneis of thal drove

my

down Underchff Avenue

kids of Edgewater ran up to his

in

childhood,

chickens to the feet of a

more than our

free ride tickets. Tn his finery, Mr. Rosenthal

knew he was

rich. Besides the fact that

just

smelled different from

Ramone

smelled different, too.

park, he

all I

Mr. Rosen-

his black limousine, all the

cai" like

farmer's wife, each of us hoping to get

when

whirring

was

fair

share of

like a king.

We

all

he owned the amusement

of us river rats.

decidcMl, even

from across the

room and owv

the thick

asking

(Glorias station, he looked at the manager" and, with a

(jirick

to lift

sit

in

aroma

of Irving bacon

of his chin, pointed toward me, the

the coirnler.

I

le

and eggs. Instead of

young innocent behind

walkcMJ across the diner, strutting like a pigeon.

My

what you

usil

met

eyes

at the

his blue aviator sliades. Finally.,

second

He

stool,

an

c^ot

vi:

I

llioiight, as

and while

tea,

I

banged

swinging kitchen door, he sat and sipped

loved

I

counter.

had a

it,

was

my

territory, antl

I

made

told

me

he was from the

Basque was a town

me

away.

It

in

New

said his father

home.

tins

Jersey or not,

my

shift,

I

Ramone was parked

suppose

my it

I

cents

towel.

on the counter and offered me a

—walk the

five

I

ride

blocks to the

or be driven liome by the

man from

blurted.

took the diner's concrete steps two at a time. at the

bottom

in a buttercup -yellow

hump on

into a car very different

seats felt like

talcum powder against

the back.

from any

my

I

Lincoln

opened the door

I'd ever

been

in.

The

arms and smelled expen-

unlike the crunchy seats of Dad's blue station wagon.

Ten minutes

and

I

eyes, just like mine,

Continental, the kind with the

and climbed

and

didn't

I

society.

pigtails.

the Basque Country. 'Tin finished at ten,

Ray

and en-

smiled, spritzing the

number 8 Lemoine Avenue bus

sive,

it

my

didn't need to weigh the options

After

most of

often

I

and chrome tops of the sugar containers with Windex

left sixty-five I

the

customers,

was

I

had blond hair and blue

and shining them with a paper

He

my

and

wasn't just any place in Spain, he explained,

and he liked the red ribbons on napkin

and every

'Basque Country.'

was the upper echelon of French- Spanish

He

stools

them with conversation.

Ramone face gave

everything that went

with white napkins. Since

tin filled

served as their dinner companion. So

if

oi the

hardly moving, just

There were nine

control.

stuck behind the counter face-to-face with

know

and out

setup: glass sugar container, ketchup bottle, salt

pepper shakers, and a

tertained

it)

coimter.

It

my

on there was under third one

my

worked

I

my

he took a seat

in teres ling cus lamer.

ordered a cup of

watching as

6

—he said

I

later,

could

we pulled up him Ray

call

into the living room.

I

offered

to the

curb in front of

my

house.

—followed me up our front

him a

seat

steps

on the black vinyl sofa

4

Barbcird iurcoraii

and

\\\\v\v rn\ paiTiits slc|)t Icii

was

lie

(jiiickly siirroniided

bloud-liaired, blue-eyed cookie-culler kids.

Sinione, from the

My

Basque Country,

a blur of

iulioduced Hanione

to uiy family.

family hated Hay on sight, especially

my mom,

who, con-

normally welcoming ways, wanted the Dark Knight out

tra r^ to her

of her house as quickly as possible. '^He 1

1

by

remember her saying

Ray

after

s

much

What

left.

older than yoif

is all

she didn't say screamed

loudly in the silence.

Ray waited

outside the diner eyery niglit

guess you could say rides that way.

He

we were

me

told

that he

was

New

fifteen years older

daughters. To me, this

A

dating, though

he was a big

houses in eyery town in

built

few months

all

added

Ray

later,

jumped

at his offer

knew

I

that

by getting

my

ing the looiTi witli

that

1

my

only

ing

lookirjg

I

know.

my

paii"

started,

1

orrt

llral

also learned

me

should be

liy-

he offered to pay for a

my

mother's dismay,

I

mv

wings to

1

had

a shot at

ouii. Fired of shar-

yearned to see the world outside

fiy if

down from

of pajamas.

I

to leaye, but

1

knew

stayed in her nest.

the third

Mom

iloor.

my

1

had packed

nayy-blue pea-

was standing next

to the

socks.

she said, pirshirrg

mv

bangs a\\a\ from

the borrt door- toward the street.

my

eyes

'Don't you be

larrcN car!

ga\(' her a (prick I

me

finding a place of

room radiator sorting

fooled b\

I

to the intrigue.

black ribbed sweater, two pleated skirts,

'^Now, Barbara,

and

deyeloper and

out of inv mother's house

sisters,

suitcase

and m\ new

coat, li\

couldn't spread

my

I

and was diyorced with three

was embarrassed about wanting

I

carried

I

than

home.

think of the

1

Jersey except mine. I

ride

and packed up a few belongings.

nmning my own show and Edgewater.

didn

real estate

Barbizon Hotel for Women. To

at the

1

said a smart girl like

ing in the Big City, and to get

week

and gaye me a

know. Morn,

I

peck on the cluM^k and a one-armed hug. said.

'T

IJSK

"And

reiTKMnber,

WHAT YOl'VK

T

(;

5

you cliangc your mind, you can always

if

coijic

home." Willi tliat.

down

hurried

I

Lincohi with the yellow leather seats.

and excitement

I

of the big

didn't say a

hill.

1

beneath the

sitting

word

L

I

felt

as

same mixture of

the

bought a purple one

corduroy bellbottoms with

Ray revved the

all

singing, ""Hey tJiere!

knew

"

free

.

.

I

.

to stay in

New

go buy myself a

to

—a stretchy lavender

six

lace top, lavender

lavender buttons on the hip, and a

Girl, sivitiging

doivn the street so fancy

I

put on

my new outfit

By the end

and applied

my interviewer,

explained that the Giffuni Brothers

who owned

a dozen apartment buildings I'd

be in charge of greeting

called with: ''Good morning, Giffuni Brothers."

of the day,

I

and by the end of the week

I

had landed

tlie

had used the

tate.

I

I

moved myself

my

"Good morning,

me

my

Simone.

Giffimi Brothers

"no overhead"

company.

My

to

girls to

to

Manhattan

real es-

purple outfit eight days a week and j)robably said, '

eight

hundred times a

spiel

We became

day. But I

eagerly

about running at a profit by the

second Sunday of every month, and he gave real estate

and two

months of "Good morning, Giffimi Brothers,"

after a few

gave Ray

office

want ads

out of the Barbizon Hotel.

Giffuni Brothers stint introduced

wore

receptionist's position

Village Voice

an apartment three blocks away from the

My

for a recep-

with the Giffuni Brothers company on Eighty-third

who

share the rent.

walked out of

Georgy

Manhattan and Brooklyn. She said

find

1

York: a job and an apartment.

Tlielma,

every tenant

York

and paraded up Lexington Avenue

were two wealthy landlords in

New

''real

was lookin' good and needed only two more things

I

tionist's position

and

sign.

purple

The next morning,

First.

fear

engine and

car's

Amusement Park

pair of lace-up, knee-high, lavender suede boots.

Bloomingdale's

[)iht.

canK^ to

you kids that today

tell

Dad looked

business!''

We

listened as

all

I

and atnionnced,

(able

my job,

quit

and

really excited. "I won't

1

ni starting

be working

foreman anymore!" he continued. 'And

for Mr. Stein as his press

Fm naming my company

duwwv

\\\v

"

Tre-Press Preparations.'

Dad

laid out his business plan, ten

wide-eyed

kids and one very wide-eyed mother. 'ill

now be known

Press Preparations,'

pany's

one-man

"

Edwin W. Corcoran,

as

Dad

continued. ''And

sales force, but

I'll

the president of Pre-

I'll

also be the

com-

use a pseudo-name for calling

my

asked what a "sudo-name" was, and Dad demon-

clients." Ellen

strated with a would-be sales call: "Hello there. This

of Pre-Press Preparations calling. ..."

F

to form in the

I

Paul Peterson

is

could see red blotches begin

Mom's blue housedress, a well-known warning

of

signal in oin* house.

Dad

explained

cardboard boxes.

how

He

his

picked

new company would uj)

how

if

Mr. Mueller hired me,

it

I'd also find the right factory to

Within the week, Paul Peterson sold his

brother lonuny and

buckle designs with his dillerent belt buckl(\s.

me

to

following week,

sit at

his

Our

Dad

cut

them

})rot()type,

Dad came

(kircoran asked

drafting table

out,

and

and draw

We drew

six

rubber-cemented them sent

them

to the dinner table

much

Loid. for these oui" gilts which

IVoui thy I)(MUU\

"Anien!

the cartons.

chent on a job to

first

drafting pen.

oMf heads as he recited our usual piaver "Bless us.

make

Edwin W.

new

new black Enco

onto his white cardboard box \\ic

would

all!"

design a beh buckle box, and President

my

I

big the carton should be, I'd pick the colors, and I'd even

draw the cows! Yep, I'd do

make

the Mueller Dairies milk carton from

the table, and said, "For instance,

decide

design and

we

to press.

and we bowed

faster than usual:

are about to receive

through Ohiist Ou?" Lord. Amen."

we agreed, and

rais(Ml oui* hc^ads to find

Dad

majesti-

II

WHAT YOU'VK COT

SK

cally holding uj) a small

l)lu(^ |)a[K'r-

iti

11

both hands, the saine

way

Fa-

ther Galloway held his golden chalice on Snndays. Then, with great fanfare.

Dad passed

Each

awe

of us stared in

following the

lot of zeros

out

the blue paper around the table. at

what appeared

number

1

.

to

be a check with a

was Marty Joe who figured

It

it

first.

'Wh)^

it's

a thousdiid doUarsV" he said.

"Yup! That's

weVe GOING

Dad

right, kids!"

ON lACATIONl

!

The next morning, my mother packed suits,

and twelve tuna

in a real hotel,

to

Asbury Park. Our family had never stayed

and our stay

One month

at the Brighton

week of our

the most exciting

later,

ten kids, twelve bathing

on Wonder Breads into our blue station

fish

wagon, and we headed

And

proclaimed. "We're RICH\

!"

Beach Hotel proved

to

be

entire childhood lives.

Paul Peterson had been

let

go,

Edwin

W Cor-

coran was out of business, and we were eating on credit at Bubsy's

Grocery Store.

I

down

looked

at

my

first

commission check and pondered. Should I

money and sphuge on a new

take the

bering that

my

and that

had taken him ten months

it

foreman,

I

ment

in

list

dad's

decided

my

first

coat, or shouldn Y

/.^

Remem-

check as his own boss had been his

I'd better not.

I

last

new

job as a press

stuffed the check

and the apart-

to find a

bag, and headed up the three blocks to

my

apart-

ment.

As

I

walked through the lobby, the building's super was perched

his usual post next to the mailboxes. ""Good

chirped as

I

at

morning, Mr. O'Rourke,"

I

breezed past the potbellied, red-faced, nosy Irishman. See-

ing hiin always

made me

think that he must be related to Maggie

O'Shay from Edgewater. Mr. O'Rourke ''the cleanest

building in

''keep the cleanest

all

New York,"

rightfully boasted of just as Mrs.

house in Edgewater."

running

O'Shay claimed

to

.

12

fhufxi/ff

Although there wasn't acted as

its

gaiden

a

Corcoran

in

liih

(

Kdgewater, Mrs. O'Shay

self-appointed president. Slie paced

up and down Under-

cHff Avenue inspecting eacli house while doling out secrets as

though they were hers

to give.

Mrs. O'Shay watched with raised eyebrows as time and again to spruce

only with failure.

One

uj)

neighbors'

lier-

my

mother

tried

om- yard, and time and time again met

spring.

Mom

laboriously stacked the yard's

rocks to form a retaining wall, ordy to find

it

slowly eroding

when we

kids used the larger rocks as roast beefs in our pretend grocery store.

Next, she planted grass, only to learn grass doesn't grow very well

on a rock-strewn

Mom

spring,

dug

hill

shaded by a giant oak

tree.

The

following

thirty-six holes to plant a gladiolus garden.

She

dusted the bulbs with mitrient-rich bonemeal and placed each one carefully in

its

nest.

The next morning,

the gladiolus bidbs lay wait-

ing by their holes as though thev had never been platited. After

Mom's

roll call

yielded nothing but frustrating Not

me s.

Prince, our

collie-woK-Cniihuahua mix, was found guilty of digging for bones.

my

With stubborn determination, holes

and spent

one hot day vellow,

of June watering, weeding,

in July, the

petals.

It

was the same dav

the skinny five-year-old Harrison kid.

are for vou

and waiting.

Finally,

Mom

the hospital with our new l)al)y sister, Jeanine.

screen door w

ith a

huge

new

thirty-six

green stalks began to unfurl their hot-pink,

and bright orange

home liom Tom.

all

mother dug

lK)U(|uet of nearly

came

came

linuny

to oui' kitchen

opened gladiolus. "These

and vour new babv. Mrs. Corcoran." he said as he

handed m\ mother the three months of work he had j)lucked from her yard \\\v

ll()W(M-

deliverv sent

m\

mothei" right over

down

(o (he

Edgewalei" hardware store. She cauK^

lon of

Sheiw

in-\\ illiams

I

iillei"

\ar(l.

paim and

a

new

idea.

tlu^

ml^i^

home with

and

a gal-

She got out her yellow

scrub biiish and a buckc^t of watei" and called us into the side

We

spent the afteirioon scrubbing the loast-lxM'f-size rocks.

!

USE WHAT YOIJ'VK while

Mom

night,

we

rocks.

They

13

followed behind us with her can of semigloss while. That

all

pressed our faces to the side yard

window

glistened brighter than our backyard

The next morning, during dercliff

T

(;

lier

fireflies.

What

down

LJn-

in front of

our

usual inspection up and

Avenue, Mrs. O'Shay screeched to a halt

house. ""Oh!

admire our

to

a lovely yard you have, Mrs. Corcoran!'' she ex-

claimed, admiring the ordinary rocks turned extraordinary. 'What a truly lovely yard!''

front steps,

My

mother smiled and waved proudly from the

and a Corcoran tradition was born. Each spring there-

after,

my mom

white,

and her Fuller scrub brush, and we'd spend the day swabbing

would gather her children, her can of semigloss

a fresh coat of paint on the rocks in our truly lovely yard.

my apartment and thought about the Giffuni Brothers' check burning a hole in my purse. Should I buy a new coat or shouldn Y ly I looked down at my lavender Georgy Girl outfit; it had I

stepped into

walked down the

many

street so

Should I or shouldn V

ly Well,

I

times

rocks with a coat of white paint,

with a I

new

it

no longer looked fancy

decided, I

if

Mom

free.

could cover her old

could certainly cover

my old

outfit

coat!

marched down

to First National City

Bank on

my

Giffuni Brothers check,

made

and Park, cashed

Fifty-seventh

a beeline to Fifth

Avenue, and walked straight through the grand stone archway of Bergdorf Goodman.

I

was going

best store on the best block in I

coats

all

to

buy myself the best coat

New

York

asked the regally suited doorman where

and took the gold-paneled elevator

evator dinged open, and well-clad, matronly

I

in the

tripped into a

I

could find ladies'

to the second floor. full city

The

el-

block of coats.

saleswoman offered her help, but

I

was too

A

in-

timidated to accept her offer and thought of a really original response: ''No, thanks,

Fm just

looking.

"

I

puffed

my

chest

and dove

into the sea of coats. I

spotted her from across the room. She was the flashiest one in

lidtbdid Cofcoran

14 place.

(lie \\li()l('

TIkmc was

hrow n-and-white fur

matching

cuffs.

iiolhinii plain

about

She had curly

her.

aroiiiid a liioji inaiidariii collai'

Her wool was

white herringbone pattern.

thick, laid in

Down

and a pair of

an oversized brown-and-

her front she had at least a dozen

diamond-shaped buttons chiseled out of what looked

own handmade

Each bone button hooked through

its

shoulder pads rode high and her

hem swung

the polished parquet

AM!''

And

for

My new hi

it, I

became

my

signature piece and

not only looked successful,

customers asked

ken

me what

to the saleslady,

Prince,'

buildings

Fd

almost touching

I

kind of fur

had no

idea.

joke. For the next

two

I

"HERE

never took

My

also felt successful.

I

it

''It

was, and since

I

years,

I

marched

my

my

off.

it

curious

Fd never

looks a lot like

up and down Manhattan wearing

new image

Her huge

loop.

Everything about her screamed,

floor.

bone.

plus tax, she was nihie.

$319

coat

low,

like

spo-

old dog.

and out of

in

expensive coat and

for all they were worth.

MOM'S LESSON

#Z: Paint the rocks white and the whole yard will look lovely.

THE LESSON LEARNED ABOUT DRESSING IHE PART In business, Fve leained that |)eople reallv do judge a book by (•over.

WIhmi m\ mother painted \wv locks white, everyone bought

into the fact that our \ai(l

same

its

[)rinciple in

was indeed

beautiful.

m\ business time and

By dressing the

part of

someone

And Fve

ap|)lied the

again.

succ(\ssful,

I

was forced

to

mea-

sure

u|) to

with

my

my own new

Bergdorf coat. In hi business, ate the store to

felt

it, I

I

I

image of success.

15

my

(uislomers agreed

looked successful enough to afford a

I

money

spent

is

I

phone,

it

Georgv

Girl pants got too tired of walking,

gabardine trousers

Decked out offered

my

queen of

in

feel just like a

I

picked up the

big business lady. I

slit

When my

the seams, used

and made myself three new pairs of well-cut

(six

my

yards of fabric only forty dollars).

fancy

new

coat and

my

French-cut trousers,

customers an elegant business card, feeling

New

York

like

Painting the rocks white was

way around.

I

the

real estate.

my first introduction to the

ing truth that perception creates reality. Most people think

other

did.

rented a pink Princess Trimline

phone (one dollar extra per month) because when

as a pattern,

I

thai cre-

copied the typeface of the famous Tiffany

charge) instead of the usual black.

them

so

on things

business cards and chose a gray ink (no extra

first

made me

And

ready to take on the world.

believe the best

make my

T

(;

image. WlicMlier or not

least

at

taste,

WHAT YOl'VK

SK

II

surprisit's

the

ip.nnj

3 the Sofa Is Ripped,

If

Cover

ne month

It

on a cold day

later,

find a white envelope stuffed

opened

I

it

with Laughter

in

November,

I

arrived

home

under our apartment door.

and read:

N.Y.C.

DEPARTMENT OF HOUSING NOTICE

11-12-73

Barbara Corcoran, Tenant FROM: Campagna Holding Corp., Landlord Premises kno>vn as 345 East 86th RE:

FOR:

Street

Apartment 9F City of

NOTICE 1

ant of 1

New

York

1

0028

1

up and

Campagna

1-30-1973

York,

HEREBY GIVEN under the provisions of Chapter 2 of New York Laws, and those claiming under you

IS

86, section

to deliver

New

.

quit the premises

you presently hold as the

Real Estate (known as landlord) no later than

Failing such vacating, legal action shall

commenced

ten-

to evict you.

be

to

WHAT

LSI:

^\

.

Ie(^(il

.

aloud. "F^vict in

my

hand.

mailboxes.

take?

"

1

first

it

would

it

die elevator,

doesn

'

t

make any

i

sense!

waited for his response, clutching

tlie

and walked

into

my

landlord's office,

and the darkest,

wood

shiniest

He

impressive coat.

stronger in

my

power

leave

He

offered

I

n(^\t to

found

know my

this

rent

the

notice

is

paid!

in myself

some kind of mis-

notice even tighter.

was

all

O Romke

Mr.

into the white brick office building

elderly secretary reluctantly

h was I

it

on.

offered to take

coat, so

me

I

decorated in a mix of red

had ever

was young and shockingly handsome, and

my

I

die notice

say.

showed me

of

just

Is this

be talkin' to the landlord,

770 Lexington Avenue. A dusty and

velvet

Ronrke

Mr*.

sputtered,

1

('lul('liiii

reread

I

from Jackie and Sandi and send the checks

arrived at 9:30 a.m.

at

iiilo

of the month. Fni never late.

''You'll best

I

O'Honrke,

''Mr.

always collect

before the

slamnicrcd

went downstairs and lonnd

my door and

under I

1

I

17

he roiiiniciired lo eric I yoiif

(tclion siKill

itie'^

YOlj'vi: (ioi

said that

I

I

it.

seen. Mr.

Campagna

watched him take note I

was nervous and

felt

was cold and Fd prefer

to

a seat.

sank into the red leather chair and started immediately: 'I'm

must be some mistake. Mr. Campagna, because

sure there

this eviction notice lect the rent

from

and

my

I

kuoiv

my rent

is

paid.

You

see,

I

I

received

always col-

two roommates by the twenty-fifth of every

month and

enclose their two checks with mine in the rent envelope

and mail

never a day later than the twenty-sixth of the month.

nmst

it

arrive at your office

on

It

either the twenty-seventh or twenty-

eighth, I'm sure never later than the twenty- eighth.'

He

sat

tapping

a pen on his black leather desk pad, returning absolutely no expression, so

I

kept talking. "Mr. Campagna, we never play loud music,

and never ever leave food around. We've never had roaches even one. Mr.

and

I

—not

"

Campagna

felt I

shifted slightly in his chair, but

was wrestling with

air.

still

said nothing,

H(irh(U(i (Orrordii

18

I

talked faster. 'Tve never, ever done anytliint> wron" in niv

and would consider be a tenant

nie

tells

tenant in everv wav. Tni proud to

niys(*lf a fine

your very

in

"Mr. O'Rourke

life,

fine building, Mr.

yon and your

As

also live in your very fine building.''

I

No

reaction.

and your two

fine sons

Campagna.''

fine wife

stumbled through these

last

my mandarin fur collar had overtaken my nose and was interfering with my speech. took a (juick look left, then right, and saw that my shoulder pads had been inching u|) and were now level with my ears. Mr. Campagna sat quietly, staring at a fastfine

words,

realized

I

1

talking blond tuft of hair and two desperate blue eyes. Finally, he spoke. ''You

have had a

lot

of traffic

coming

in

and

out of your apartment. Miss Corcoran, both during the day and eve-

ning hours.''

I

agreed that

have a

to

had a

lot of

word of mouth.

business relied on

hoped

I

added that

I

more customers

lot

customers, and said that I

in the

was new future.

at

He

it

my and

looked

shocked, shocked to the point of horror. "You're dressed rather sophisticated for such a yoinig girk" he said,

examining the bone buttons of my coat and fidgeting with

And then "Mr.

it

hit

me.

Campagna!

"You. Think. Im.

his pen.

"

I

exclaimed,

mv mouth wide

open

in disbelief.

A PROSTITUTE?!"

He

said nothing.

"If

you knew

my

mother and kn(^w how

"Why, Mr. Campagna, Tni almost a

I

was

raised,'

I

told him.

mm!"

Diiuirrliinc. Edgcivdicr.

Dinner

at

our house was an event

tend. Daily at six o'clock sharp,

—an event we wcmc

covered table, which grew larger with everv usual seats.

thought of .leauiue

s

I

it

sat at the loot of the table

as the head.

hiuh chair

Mom

re(juir(Ml to at-

we gathered around

was

to

new

child,

the plvwood-

and took our

near the bathroom, though

my

left

I

and between us was

"

WHAT

usi:

Toni//7/

move,

1

haxc

knew

to m()V(\' it

available upstairs with a

same amount

business, so

I

I

would be lot

more

of money.

[)ul

mv

calendar into

my

WHAT

usi:

shoulder bag and zipped

Ray?

'

I

''Pogue-Sinione,

(•all

your company,

door.

tlie

course!

of

37

(;()t

''What will you

it ii|).

asked, standing near

vou'vi:

'

lie

bragged,

ro/nan/ic,

lloiv

thought painfully, but quickly comforted myself when

1

I

realized that

people would have a hard time spelling or pronouncing Tina

s

last

name anyway. '"Well, Ray,''

''The

Corcoran Group.

We was

announced,

I

''''

And

'Tm

as

I

going to

said

it, I

call

knew

it

/ny

new company

was

right.

shook hands. Ray was obviously pleased with the

relishing

what he viewed

as a clear

results

and

win through and through. He

got up, walked past me, and turned aroimd. ''You know. Barb,'' he said, putting his

me." I

And with

that,

vowed

his pockets, '\y'oiill

Ramone Simone

leaned back on

Tina, and

me

hands in

my

strutted away.

old desk, the one

to myself that

I

never succeed without

Ray had

woidd rather

just

picked for

die than let

him

see

fail!

MOM'S LESSON #5: Offer the bigger piece, and yours will taste even better.

THE LESSON LEARNED ABOUT PIE-SPLITTING It

took almost eighteen months for

Ramone Simone,

as

I

still

Once

I

offered

knew

I

had been more than

Ray

me

believed

the bigger piece, fair.

to build the

my it

courage to leave

success depended on him.

was

easier to leave, because

I

lUubdid Corcoiiui

UO

As the majority shareholder, Kay was entitled ihe inonoN. choice,

Iliat

was obvious. But

would reach

knew

immediate

for the

top-producing salesperson.

I

1

to 51 f)ercent of

that Ray.

ii

given the

gratification of getting the

got the longer-term better pick by

choosing Esther.

IVe found that whenever I

got

what

1

wanted and

it

1

offered the otlier guy

always tasted

better.

tlu^

bigger piece,

\

6 Put the Socks in the

Sock Drawer

197S. The Corcoran Group. Three days before opening.

n

cartons.

I

I

shrieked as

at the

Boy Movers had

and picked up a handful of scattered Bic pens.

pyramid of tangled chair piled in the middle of

worried aloud, ''How the heck

had rented an

I

forest of six-foot

squeezed through the cardboard hulks, waded through a

sea of spilled manila,

Gawking

opened the door into a

I

legs that the Nice Jewish

my

spanking-new

am I going to pull this

office three flights

above the

office, I

off?'"

offices of

Pogue-

Simone, leaving the Kelly-green walls, dented black desks, and

makeup -smeared phones ture

and equipment,

and desks,

I

to stretch

for

Tina and Ray. histead of buying furni-

had decided

my

to lease

new phones,

typewriters,

$14,837.14 half of the Corcoran- Sinione

money

as far as

month

for charcoal-gray desks instead of the standard-issue black

ones,

and paid a

it

would

little

go.

I

splurged the extra eleven bucks a

extra to paint the walls a fancy cranberry in-

stead of institutional white.

40

H(irl)(U(i

Tiyiiig to swallow

hack

and

or help,

days I'm going

in three

ple with a whole

For the

anxiety along with

breakfast,

time

first

home with Ray

hare a whole

to

time,

lot

looked

I

money,

of salespeo-

of needs, wcdking right through that door!

lot

in

my

really alone.

life, I felt

my mom,

aside and thought about calling left

my

and thought, I Just don^t have enough

the door

at

my

Orcoran

(

against her wishes,

but

I

j)ut

I

didn't.

my

coffee

Ever since

had been determined not

1

I

to

need her anymore. glanced at

I

my watch.

was 6:30

It

her morning routine about now.

I

to

whip everything

Mom would be beginning

could see her running through the

house putting everything in order, and

me

a.m.

wished she could be here with

I

into shape. She'd

know

exactly

what

to do.

School day. Edgewater.

"Good morning,

everyone!''

Mom's

covers from each of our beds. Dazed,

my

as she ripped the

made my way

I

to the kitchen

bowl from the stack, and stumbled to the stove

table, took a cereal

for

boomed

voice

one scoop of hot Quaker Oats.

'"Good morning,

Mom,"

I

mumbled.

"Good morning, Barbara Ann, she smiled back. '

sat

I

loom

down

and

door,

cooled.

My

as

I

always did

stirred

in

my

assigned seat next to the bath-

milk and brown sugar into

brothers and sisters were

all

sharp, with only three spoonfuls to go.

We had

twenty mirniies to wait

teclh niid cornb our* hair,

placed

at llic loot

'Where

s

"Where's

mv my

my

oatmeal as

it

doing the same. At 7:00 a.m.

Mom

declared breakfast over.

the bathroom to brush our

in line for

and then put on the clothes

Mom

had

olOni' beds.

socks?

Eddie yelled

to

no one.

socks?" was a question you only asked once in our

house. E\'erv sock in our house

was stored

in

the two square drawers

on the skinny wall between the bathroom and

tlu^

stove.

The top

usK WHAT yol'vi: drawer was

with the

filled

41

(;()i

while nylon socks, and the hottom

giils

with the boys' navy cotton socks.

Mom

pulled Eddie by his ear into the kitchen., o[)ened the bot-

tom sock drawer, and ''Socks,''

pointed.

she pronounced slowly with emphasis,

the sock drawer.'' She

left

'are

ahvays

Eddie rubbing his ear and darted

in

olT to

sort tlie laimdry.

My

mother had a routine

laundry, she started by dumj^ing

Then

room

floor.

pile,"

and subdivided those

she divided

it

end.

Mom

it

all in

and

sorted, washed, hung, folded,

and the 'color

"light" fabrics. Next,

bedsheets, tied a knot in

foiu' dirtv

shmg them two-to-a-shoulder

she sorted the

the middle of the living

into the ''white pile"

into "heavy"

she placed the fom* piles atop each, and

When

for everything.

By day

into the kitchen.

s

and put awav eight loads of

wash.

She prepared for school mornings the night before, painting our white bucks on top of the living room radiator with Kiwi shoe polish

and her two-inch Sherwin-Williams paintbrush. Early on, she painted the radiator white so her late-night drips wouldn't show.

Then

Mom made our lunches in less than two minutes.

plopped a tub of Skippy peanut

grape

butter, a jar of Welch's

and a five-pound bag of Mcintosh apples on the kitchen dealt out twenty shces of

Wonder Bread

into

Eirst,

jelly,

table.

two perfectly

she

She

parallel

rows and, with her ten-inch icing knife, spread the top row with

peanut butter and the bottom row with

jelly.

Then

she flipped the

top slices onto the bottoms, halved each sandwich on

and wrapped each paper bags.

Mom

the next day,

in

waxed

dropped a sandwich and an apple

jelly

"C'mon, c'mon!''

diagonal,

paper. After punching open ten

we opened our bags

peanut butter and

tlie

to find

brown

inside. At

noon

one apple and a concave

on white.

Mom

yelled to us every

morning

she stood by the door guarding our white bucks

at

7:20, as

warming

in size

order beneath the radiator. "Hurry or you're going to be late!"

42

lidibdid (urcu/d/i

We loom.

slid

oiM" sockcMl

ill

I

work.

I

hmch

living

hag, and

door.

h('a(l(M! oiil \]\v

Allci-

tile of* tfio

while hiicks. lirahhcd a

our*

iiilo

(lr()|)[)(Ml

across the turcjuoisc

{'vv\

thought about the systems

knew the only chance

I

on havmg a place and a system

made my

tfiat

mother's house

had of having a well-iun for everything. So,

I

office rested

spent the week-

end planning and getting organized. First, fice,

made

I

a long

list

them. Then.

them even

I

a

list

of everything that (/kin Y

of time -wasters,

made

better.

a

and figined out how

thought through

I

at the old of-

to eliminate

what did work and devised ways

of

list

work

my

to

do

salespeople's office needs,

numbered the most important ones, and crossed out the ones that could wait. over to

tore the

T

full

from

Hayman and Sumner

chandise, sizing up

ton

lists

of

file

its

my

yellow legal pad and hailed a cab

stationers.

usefulness,

I

browsed through the mer-

and came home with a

folders, colored index cards,

and

large car-

labels.

9:15 A.M. The Corcoran Gronp. First day.

'"Ciood morning,''

said as each of

I

walked through the door. over here, reach

in,

and

'After

my

you hang up

pull out a

I

had taped (lath\

(latin

!

1

Is

them

I

had munbered and

in a red Bloomingdale's

the bag corresponded with a nuinbei'

to the desks.

picked

first.

tentati\(^l\

reaching

exclaimed. "(Congratulations! ^ou got

picked the best desk here! lln-ee.

in

yoiu* coat, [)lease c-ome

number."

folded fourteen pieces of pa[)er and put

shopping bag. Ivich munb(M'

seven salespeople cautiously

that

mnnlxM'

'

into

number

I

"Oh,

seven! You

David was next and pulled out mimber

thr(M'

vou have tluMC, David?"

(Congratulations. Da\id! )oii picked the best desk here.

The mnnber

bag.

th(^

was pulling had everyone laughing.

'

1

guslied.

WHAT

usi:

"Now,

rernetiiber,'"

I

Yoii'vK

sliouted into

don't like yoiu* desk,

don

well be changing

our seats in

like

all

even give

t

your desk, don't get used to

seats in six

six

moment s

a

it

because

tliought,

months anyway! And

well be

you

sales area, "if

if

you do

because we'll be changing

it,

to yours, because

43

tlie c'xcited

months anyway! And please don

empty desk next

T

(;

all

our

put your things on the

t

filling

that seat in no time

at all."

On

each of the seven assigned desks,

I

had placed a small yellow

rose in a white vase with a handwritten note. in

and smiled I

said, I

—

"Fm so happy youVe here! xoxo Ba( hman about to post his cardboard do

spotted John

From

five.

me

"Leave

around here. In John turned

down I

not

dis-

about .John

alone."

approached cautiously. "John?"

this office,

interrupted.

I

office,

"Veil, if zat

s

"You may

but you

everyone can disturb

his starched neck, twisted his

and nodded,

to the right,

Barb.''

his perfectly parted

to his stiff ironing-board walk, everything

needed that do not disturb sign in our old it

salespeople settled

as they read,

turb sign high above desk number

blond hair

The

liave

wont need

everyone.''''

pinky ring a half-turn

vat you vant ..."

And

took

the sign.

walked

and shouted, "Okay, now,

to tfie front of the office

please get yourself a cup of coffee

and

a doughnut,

our meeting." While they sugared, milked, and

and well

stirred,

1

start

began.

"Good morning, everyone!" Everyone humored

me and chimed

back, "Good morning, Bar-

bara."

"Today,

I

have

six

announcements

to

make, and the

we're going to have breakfast here together every It

will

first is

that

Monday morning.

begin at nine-thirty and end promptly at ten-fifteen." Every-

one looked around at each other and seemed pleased.

"The second announcement for our listing information,

and

is

that we'll be starting a

here's

how

new system

the system will work."

held up four different-colored index cards. "The

new

I

listing cards

carry the same property information as our old ones did, but the

new

"

44

Corcoidii

li(irb(ir(i

make

colors will

need

it.

it

demonstrated each color as

I

when you

easier to find the right-size apartment 1

spoke.

studio apartment

""yVll

information will be written on the white cards,

one-bedrooms on

all

the vellow cards, two-bedrooms on blue, and three-bedrooms and larger will al\\a\s be pink. Every time nou gel a new listing, you

write

it

on the appiopriate colored card and

ding colored box. As

new

oni"

will receive listing credit

in

it

the correspon-

system helps evctNone, no one

listing

the apartment

if

file

11

written on the wrong-

is

colored card.

smiled and nodded, and everyone nodded along.

I

'"The third

announcement

mation. Iin sure yon

about getting better pro[)erty infor-

is

we know about each

agree that the more

all

we have

property, the better chance

of selling

it.

So,

from now on,

I'll

be paying cash for better information. For example, when David writes it, is

up

all

able to

new

the details about his

add one more

listing,

and Sandy,

fact to David's information,

one dollar for helping David.''

waved

I

after seeing

I'll

give

Sandy

a fistful of dollars in the air

and smiled. Everyone smiled back. ^'Annonncement lour missions.' now', the

flipped

I

over,

form

recjuest

showing the

"When you answer

create.

about the form yon

lill

out to

g(^t

your com-

held up the familiar eight -by-eleven sheet of paper. ''Well,

commission

it

is

list

is

green and

of questions

has a back side."

it

had worked hours

I

the (juestions on the back, we'll

nuich better idea of w here our business

is

actually

all

I

to

have a

coming from.

'For exam[)le, w Ikmc did you get the custouKM? Did the\ call nou

on a Simda\ ad? l)\

a IViend

cnsloniei

or-

I

open honse?

ind Non in an

bnsiness associate?

living

now?

Is

he here

\nd what dr-en?

ness

is

I

l(»w

SimpK check in the cit\ ?

another slate? Anollier countiy?

()|-

w(M"e {\w\ referred

a box.

Or

is

is

here

is

\in\v

he moving from

Or- another- plarret?

birsirress is your* custonrer" in? Is Ire rrrarried?

old

\\

(Jieck a box. Single? (ihil-

he? Simply check a box. Knowing where our busi-

corning Ir-om will help

lAcr'None rroddcd

aloriii

w

irs

ith

get rnor-e brrsiness."

me.

USE WHAT YOU'VK we know more about onr

'If

made,

continued, 'we

I

'

11

he

all

sellers

much

the other questions are about the sale

on the market before

erty

much was

sold?

it

you have

plete. All

itself.

What was

to

do

is

will

How the

first

And how

offer?

take only three minutes to com-

and no commission

I

be paid

will

went on: "Do you remember back

Corcoran-Simone when we desperately looked our customers waited in the lobby?

new

of

it.''

Everyone nodded. So

dumped

tually

some

long was the prop-

check the appropriate boxes. Commis-

sions will be paid every Friday,

without

and how each deal was

better negotiators. So

negotiated before the deal was done?

new commission form

^'The

45

(A)\

listing at

out John

Do you remember

the day

floor

we

ac-

plan of his

2 Sutton Place? After today, here at The Corcoran

Group, we're never going to search for a cause now,

for floor plans while

drawer looking for the

s

at

when you

lost floor

get a floor plan for your

new

plan again. Be-

listing, you'll

im-

mediately create a floor plan folder' for eveiyone to use." I

stood and

waved a sample

folder for everyone to see,

and

you staple the new

floor

demonstrated. 'Tirst, before the floor

plan can get

lost,

plan to the inside of a manila folder and print the address boldly on the folder's tab."

I

walked over

to the

copy machine, placed the

facedown, and pressed the print button. ''Next, you of the original

plan

file

by

the office.

and put them

inside the folder.

street order in the

Remember,

if

new

'floor

you take the

last

As the copy machine

finished,

I

ten copies

Then you place

the floor

plan drawer' at the front of

copy from the

the one responsible for using the stapled original to copies."

make

file

folder, you're

make

said, ''Ta-dah!

ten

more

No more

!

lost

floor plans."

Everyone nodded. ''And this brings us to oiu' last announcement, the Box.'

'

I

pulled out a cardboard shoebox on which

giant yellow lightbulb. ''This box

"Whenever you have an

is

for

idea, I'd like to

Good

I

Ideas,''

know about

Good

Idea

had drawn a I

it. I

enunciated. don't care

if

'

46 it

s

lidrbdid

(

Orcordii

a l)ig idea, sinall idea, or even a stupid idea

come!

I'll

pay

every idea, and

five dollars for

—

ill

ideas are wel-

all

even give you

five

bucks for a complaint

—but only

So, here's the

bucks for John Bachman, who suggested only

first five

ten minutes ago that office, (jreat job,

if it's

we eliminate

John!

'

I

said,

accompanied by a

solution.

the do noi disfurb signs from the

and placed the money

in

liis

limp

hand. I

looked aroimd the room, took a breath, and asked, ""Does any-

one have any questions? no. ''Okay, then.

now

I

Seven dazed salespeople shook their heads

guess that's everything.

The Monday meeting

is

over.

The phone

rang.

I

swered, "Good morning.

reached over the reception desk, and an-

The Corcoran Group."

MOM'S LESSON

#6: Put the socks in the

sock drawer.

THE LESSON LEARNED ABOUT ORGANIZING A BUSINESS (iood systems

make

systems introduced help buihl

1.

m\

at

plans happen. Heres the

lirsl

how

Coicoian (iroup

the organizational

sal(\s

meeting would

business over the next twcntx -five years.

('heck the Box llie (!oimnissiou lecjuest

form enabled

dented amount of information from

my

me

to get

an unprece-

sales agents.

Like other

ijsi:

WHAT

You'vi:

47

(;()T

independent contractors, real estate agents closely guard infor-

mation related

to their clients.

formation simply because

I

they wouldn't get paid without In

New

But they willingly gave

made

the process easy

my

the in-

it.

York, change happens in a

the back side of

me

and because

New York

and

niimite,

commission request form captured

it

as

it

happened.

Here are three ways

to use the

power of information

to help

build a business:

Early information helps predict emerging markets.

New

York's a town where there's always

someone going, and the answers

my

someone coming and

salespeople consistently

provided on the commission request form enabled

me

to stay

ahead of those changes. In the late seventies,

my

checked boxes helped predict

little

the emergence of Manhattan's ''new'

West Side. For decades,

property values on the West Side had trailed far behind those of the East Side, but in 1979, the margin narrowed dramatically,

almost overnight. The answers that the customers affluent parents things''

was

were

crazy,

I

fast

moving

my

to the

sales agents

provided showed

West Side were the children of

on the East Side, and the young ''thirtysome-

becoming the norm. Although everybody said

immediately opened a huge West Side

office

I

and was

positioned to ride the crest of the wave.

Information positions your company as the reliable source for facts

and figures.

Our Corcoran Group for the

offices

numbers-hungry

porter called,

I

became

New

a veritable research center

York press because when a

had the answer. And the press

mation on everything, including with real estate.

If

a reporter

stories that

wanted

re-

called us for infor-

had nothing

to talk to a

to

do

young Czecho-

48

lUirbdid Corcordii

sloNiikiaii iiKMiil

we could

a (ireonwicli Village walk-up,

livin«> in

s('iil|)l()i-

find hiui iu twenty

advent of e-mail, we ran do

minutes or

less.

And

today, with the

in ten.

it

Tracking the source of your customers helps you spend your advertising dollars wisely.

Most

real estate advertising

money

is

spent in the Sunday classi-

newspaper. By knowing which ads pro-

fied section of the local

we were

duced the most customers

able

to

our

redirect

advertising dollars as the business changed, placing different-

ads in different puf)lications on different davs of the week.

size

hi short, the back side of the commission request

me

everything

I

needed

effective advertising,

2.

to

know

to reach

form told

my target market,

place

and grab media attention while doing

it.

Meet on Monday People don't read memos, but they'll listen to a big mouth.

Every Corcoran Croup ing

tfiat

and

office

has a Monday-morning meet-

serves multiple functions.

into the office,

and

cating information, properties.

It

s

the single best vehicle for

is

broadcasting

also the

gets salespeople out of

It

l)est

sales,

bed

communi-

and promoting new

arena to publicly recognize individ-

ual success within a peer group.

The Monday meeting motheis kitchen

3.

Please III

is

business equivalent of

the

table.

Do Disturb

a real estate oflice. the ag(Mit at the next

competitor as a colleague. .John Bachiiian

n

KiJ

desk.

my

exchange of

early redirection of .John with one'' [)hilosoph\

mitment

to

became

teamwork.

my

was

do not

and away from

iiirorniatioii

and

ideas.

i:)IS-

his

My

"everyone can disturb every-

a cornerstone of It

as mucli a

is

uscmI his

sign to keep people out of his business pre\(Mitiiig aii\

desk

also

our companv's com-

the

begimiing

of

our

USK WHAT YOLJ'VK (A)T company's open-door fices

at

our Corcoran Group of-

of glass.

Pick a Fair

Today

there are no locked doors or drawers, and the only walls are

made 4.

policy.

49

Number fair.

is

From

the

first

day of business,

pick favorites. Everyone needs to that everyone

is

subsequent

know what

playing by them, hi our

was given the same opportunity offices, sales

1998,

I

the best

is

made

sure not to

the rules are and

everyone

first office,

to pick the "best" desk,

and

way

first.

in every situation, hi the spring of

chaired and was host to twelve hundred corporate presi-

dents from around the world for a business conference at the

My

egant Plaza Hotel.

and had booked

their

room

Some

sive,

in

desks were picked in order of sales pro-

duction, the biggest producer picking Fair play

I

on better

rate.

floors,

guests were to stay at the hotel for a

rooms

week

same, although very expen-

at the

of the suites

el-

had

better views,

some were

and some were better appointed, histead of

al-

lowing the hotel staff to assign the rooms to the guests as they

normally did,

I

insisted the attendees

ball out of three-foot silver goblets.

randomly pick a

Each

ball

plastic

was marked with a

room number. Not everyone stayed well.

And

as the host,

presidents

had

all

I

in the penthouse, but everyone slept

averted a week of complaints because the

picked their own rooms within the context of

fair play.

5.

Color Code People misread labels and misfile the alphabet, but very few people are color-blind. files

made

to hide.

York

The new colored

listing cards

and

floor

missing information easier to find and more

By 1980,

the colored listing cards

City's first real estate database,

again into our corcoran.com

Web

plan

difficult

would become New

and by 1994 would convert

site,

which today

is

the city's

50

lUirbuni Coico/dn

Web

Ic'ading real estate

more

site, selling

$700

lluni

millio!! in

real estate aiinuiaiiv,

6.

Write Notes/Give Flowers pave the road to

Little things

No one

is

loyalty.

too sophisticated to appreciate a small individual

expression of affection. To employees,

w

7.

ith interest.

To employers, the

it's

money

in the

hank

gift is truly in the giving.

Make a *'Good Idea" Box My little shoebox with the yellow lightbulb drawn on top became my best source of bright ideas. Although many ideas were downright impossible, the ideas

poured in and among them

found

I

nuggets of gold. In business, the clerical people are rarely solicited for their

Good

opinions and ideas. But our

Idea

Box was an

e(|ual-

would

()[)portimity listener, giving everyone the assurance they

be heard.

It

allowed every individual to be a contributor,

part of the team, and

make

five

came from

niie best creative ideas often

the best operational ideas usually

The box

also gave

me an

go awry, well before I

it

th(^ clerical staff,

came from

early "heads up'' on

matined

feel a

bucks.

and

the salespeople.

what was about

to

into a big problem.

didn't just preach the (wxxl Idc^a Box.

I

used

it.

And

it

guaranteed success.

\\\v

simple systems

riie

(Corcoran

I

(»i()iip

inliodnced the footing

at it

our

my

Monday meeting gave

nettled lo start building a solid

companv. And those good ideas can genius of

first

mother's good f)lanning.

all

be altribuled lo the sim[)le

"

mI

-

'^

Jjj^M

7 If

More Than One Kid

There's

to

Wash, Set Up a Bathtime Routine

Second

\^ even wanted ad I

The Corcoran Group.

iveek.

salespeople needed

to the

'

phone operator

sounded desperate.

''Wow,''

1

.

.

at the

me change

many

at the

and figured

word?

In fact,

I

ond,

I

knew

want

us.

fill

I

it?

"

I

my

help

York Times and realized

you read

The operator "

I

out loud,

it

said nothing.

heard her fingers

asked. She said nothing. I

my

I

had scratched out on

approach. "You

looked

my

know what?

pad Fll

"

saw

enough applicants

perate to

"

versions of the ad

I'd better rethink

you back.

call

New

to 'Seven desks are awaiting.'

it

typing. "Is 'awaiting' a

down

read the words of

said, ''when

'needed' sounds really needy., doesn't

"Let

I

.

I

had two problems

to give

couldn't

let

seven desks

!

me

to solve. First,

I

to attract

a good chance to choose good hires. Sec-

potential salespeople see us as I

had

needed a way

to

make

we

were, des-

the good candidates

52

lidrbdid ('orcofdti

The

S(tl 11 1(1(1}' iiiixhl.

"Who wants

go

to

ered on the front '^Me!

Me!

'

fioill sivps.

Dairy yiieen?

to the

Dad asked

"

we gath-

us as

steps.

we

"Who wants

and

raised our liands

cliinied in unison.

Bar?

to get a cold, chocolate Dilly

Dad

continued.

"Or maybe an extra-thick frozen strawberry milk shake white cup with a straw to suck

"Me! Me!

I

it

all

up?

in a big

'

would, Dad!' every voice begged.

"Or maybe,

he tempted further, "a double banana

"

float

with

big scoops of chocolate, butter pecan, and strawberry ice cream,

all

covered with caramel syrup and a big pile of whipped cream?"

"Me! Dad, me!

John pushed

1

Tommy

would!''

we

all

aside so his

chimed

Denise jumped up.

in.

hand could be

and

better seen,

Ellen clambered onto Dad's lap.

Dad had

our attention, and we waited with drooling mouths for

his next words.

"Well, kids,'

"so

would

I.

Dad

smiled, putting his

arms around Ellen and me,

Yep, that sure would be nice, but

.

.

.

not tonight, kids.

Maybe next week." Denise sat down, John dr()()ped his hand, and Ellen slumped against Dad's chest.

The Get

next Saturday, though.

in the car, kids!"

because we'd been

1

And

made

Dad smiled and

said,

"So would

1!

the chocolate Dilly Bar was even sweeter,

to

want

it

even more.

thought about Dad's Dairy Queen tease and

dialcMl the

New

York

Times. ilello. an^

you the same operator

asked the voice on the other end of the like to f)lace a hel[)

wanted ad

in this

I

was

line.

just

"Oh,

speaking to?" well,

anyway,

Sunday's pa[)er." And

I

I

I'd

read:

I

WHAT

LSI:

YOLi'vi: (;()T

53

Sales, Real Estate

ONE EMPTY DESK Only one desk available wishing

No

for

a positive, high-energy person

earn large commissions. Exceptional company.

to

experience necessary.

The Corcoran Group. 212-355-3550

I

knew

I

opened

Now

ule.

ringing,

I

would work.

the ad

my

my Monday-morning

calendar and cleared

to deal with the next

was going

to

problem.

When

the

need one heck of a routine

sched-

phone started

to take the calls,

interview the salespeople, and hire the right ones.

Bath

time.

The Corcoran

'"Thank you, God,''

kitchen.

Mom prayed each night as

she soaked in the hot

water of what she called the "Holiest tub in Edgewater.'' "'Thank

you

for giving

me

the next three minutes for myself.'' Exactly two

minutes and fifty-eight seconds

Mom

later,

jumped out

of the tub,

threw on her pink robe, and took two broad strides out of the bath-

room and

into the kitchen.

She was ready for the bathtime routine.

She punched the talk button on the black intercom that Uncle Alan had borrowed from

squawked, as

it

his job at Bell Telephone. "'Kids!

did every night on our

exactly five minutes to finish your

kitchen!

We

I

all

bedroom

collected in the kitchen

her voice

speaker. "'You have

homework and

repeat, ^re minutes. And, Eddie, leave

"

report to the

Johnny alone!"

and took our place

in line next to

the refrigerator. Eight-year-old Denise, the oldest, then me, then

Eddie, then Ellen, then Johnny holding

Dad was First

in charge of

little

washing and

Tommy's hand.

Mom

in charge of rinsing.

up was Denise, who climbed onto the counter next

ble white porcelain sink. filled to

the brim with

Dad

warm

slid

to the

dou-

her into the deep side of the sink

sudsy water. Starting with her head, he

"

Lhirbaru (Orronni

54

kneaded the shnnipoo through her

and

hind, past hei" legs,

When sink,

finally

aluminum

be-

lier

toes.

Mom's

rinsing

nie from the counter into the

washing sink and began

Mom

used her black-handled

my

kneading the shampoo into

I

between her

her l)ack. over

Deiiise stepped over into the clear water of

Dad sUd

baton in a

down

hair,

hair.

warm

pot to give Denise a relav,

final rinse,

and then,

like a

quickly passed Denise l)ack off to Dad.

stepped over into Mom's rinsing sink, and on cue

my

brother

Eddie stepped into the washing sink, where he waited while Dad

sat

Denise on top of the terry-covered counter and used his big towel to

speed-dry

hei" hair.

Denise

s

job was to press her head into

chest as hard as she could, and try to

hum

Dad

s

"Aaaaaaah'^ straight

through the vibration to the very end.

As Denise moved over flannels

to the kitchen table to put

Mom had waiting in size order,

the speed-dry, Eddie

was getting Mom's

B\ the time the calls started tine as

squeaky-clean as

coming

Mom s

to

was

waited in

on Sunday,

in

move

on the printed

''aaaaaahing''' through

final rinse, Ellen

Tommy

Dad's sink, and Johnny and

f)ing into

I

I

had

was

step-

line.

set

up a rou-

the sales applicants in and

out. ""Hello," the first caller pleasantly

empty desk advertisement

began, "I'm calling about your

in today's paper."

Oin* receptionist responded with ''Thank

would As

moment.

just hold a I

111

empt\ desk ad

that position has already \\ hat'r'

just

"^es.

you

connect you with our president.

"Oh. thank you lor calling,"

It

calling. If

picked up the phone, the applicant politely repeated, "i'm

calling about mhiv

be?

you for

th(^

caller

appeared

and

Tm

been

1

toda\

s

paper."

responded, "but unCorlunately

filled.

asked suspiciously.

"How

could that [)ossibly

in today's paf)er!"

verv sorry,"

usually hav^ eyelids

Dad say my name. "My usuab"

loboken.'

Como voice.

my

lieard the very last

1

iriy

1

scrunclied the covers

toes as far as

could, and fought

1

words of

my

favorite song.

regards to Hobokeiu

Doir/i irhcre

breezes blotv.

llie

In all kinds of treat her.

You

11 find

H-0-B-O-K-E-N, EN,

In

ll-O-B-O-K-E-N!

While Dad crooned the boys' room.

day

The (

us together.

In

in

Mom made

Esthei*

room and

the girls'

Kaplan

his voice reel -to-reeled in

the next day's lunches

aiiiyed

for

her

in

the kitchen.

iiUerview

at

tlu^

old

ioicoran-Simone. she wore a two-piece knit dress that was mostly

cream and green, with small elegant worrran

loirches of crairberrA.

She was a small,

and carried

handbag w

in her- rrrid-forlies

a beige

ith

a Bakelile handle arrd clasp. Arr e.\ecuti\(' secr"elar\ to a real estate attorrie\. Ivsihei" warrted to I

he

(irst

make

a change in her

career*.

thing Ivsther did was piesern her card, which she care-

lully rcrrroved borrr her* [)urse.

I

carrght a ([uick glimpse inside. Es-

usi:

tiler's

lian(U)ag

WHAT

Yoirvi:

61

(;()r

was a small miracle of organization, a miniature

file

cabinet disgnised as a fashion accessory. She unzipped one of the

two

handed

interior pockets, extracted the card,

it

to

me, zipped the

pocket, and snapj)ed the clasp. Before the interview was over,

Fd

my

with

feel safe

That's what

someone

to help

me run

night

I

of responsibility,

asked her

"Esther,''

I

if

as

if

at

made your think

And

knew

I

I

after

by

side

she could stay an hour

it

on.

So one

late.

began, T really appreciate your taking the time out

first sale

youVe made it.

side

could trust Esther with any

I

and

I

your very

first

a sale every

Esther,

Fm constantly

must say that

what a phenomenal salesperson you

how you do

desperately needed

working

she would only agree to take

of your busy day to meet with me,

amazed

realized

I

the business.

with her for the past two years,

amount

knew

wallet in Esther's purse.

remembered

I

I

month

month

at

are.

remember you

I

Corcoran-Simone, and

since.

I

you are truly an amazing

frankly don't

I

know

"

lady.

"'Thank you, Barb," Esther quietly replied. 'That's very nice to hear."

"Esther,

Fm

wondering

if

you would consider taking on more of

a leadership role here at the company,"

I

continued.

Esther raised a suspicious brow. "What leadership role would that be?"

"Why, the most important position there

The Corcoran Group,"

I

"And what would

is,

vice president of

heralded.

the vice president of

The Corcoran Group

do?" she inquired. "Basically,

you woidd be an extension of me,"

I

explained.

"When Fm out showing apartments, you would act with my full authority. And when you were out showing apartments, I would act in your stead.

I

guess you could say we'd be one, and together

we would

build the business." "Well, Barb, flattered

1

don't

and surprised.

know what "Ill

have

to say," she

to give this

answered, obviously

some

serious consider-

lUubdid (Orcordii

62

She hesitated,

at ion."

cliitehiii*^

her purse closer to her ehest. ^'May

1

ask w hat the position woiihl pay? I

ha(hi

t

membered

I'eally

thontiht about this

minor

[)oiin.

hut suddenly

Mom

Wiin[)\ liom (he Popeye cartoons

let

1

re-

us watch on

Saturday mornings.

would gladly pay you Tuesday

"1

for one liamburger today,''

I

said with a smile. Estlier straightened in her chair, tilted her head,

not quite sure 1

I

nership,

and

is I

1

don't have

With

any money

more important than money. I'm

could pay you in stock. In fact,

of our entire stock in three years today.'

said,

'Tm

understand.''

laughed. ''Esther,

now, but this

and

that,

I

if

offering [)ay

I'll

me

you help

you right

to offer

you a part-

you ten percent

build

my

business

took a yellow legal pad from the shelf and drew

three wide columns across the top.

The the last

first

1

labeled ''Year."

column

I

The second,

''#

labeled "'Commissions."

of Salespeople."

figured

I

my

salespeople would bring in $250,000 this year, so in the

And

fourteen

first

row,

I

wrote "1978," "14," and "$250,000." Then as Esther watched with interest,

1

(juickly

of salespeople

worked down each column, doubling the number

and commissions on each year

as

I

went.

COMMISSIONS

vi:ar

# Of SALESPi:()PLf:

1978

14

$250,000

1979

28

$500,000

980

56

$1,000,000

1981

112

$2,000,000

1982

224

$4,000,000

V)\V^

448

$8,000,000

V)[U

896

$16,000,000

108,5

1.702

1

$32,000,000!!!!!

wiiAi

LSI:

YOli'vi:

''fhirfy-fuH) rniUion dolldis!'' last row.

exclaimed

The number astonished me.

would be sive

I

to

become

rich!

looked up

I

I

63

(;()i

wlieii

completed the

I

was amazed

how easy

at

at Msther, circled

it

the impres-

sum, and gushed, 'Well, what do yon think?''

Whether she believed me or

not, (Esther

deferred some of her salary in the

partnership interest. the office,

I

first

The very next

Kaplan bonght

in,

and

few years in exchange for her

day, while Esther

was buzzing about town, hustling

was running

$32

for our

million.

MOM'S LESSON

#8: If you want to be in two places at once, borrow a reel-to-reel.

LESSONS LEARNED

ABOUT HIRING GOOD MANAGERS I

realized that in trying to be everything to everybody at

ling

company, I

I

was going

have to put

to

hand and

my

me

else's

else

could run The Corcoran Group the I

fledg-

confidence and wallet into some-

one

soned, would

my

was only fooling myself.

let

it

scared

someone

try

to death. In

my

way

I

heart,

I

knew no one

could, so why,

I

rea-

and maybe screw things up?

Deciding to share responsibility and control was the toughest

move

had

to

way Esther was,

it

I

ever

make was

in building

my

business. But because of the

also easy as pie. Right away,

dous upside in being able to delegate the things also

saw that because Esther enjoyed those

them

better than

I

did.

I

I

didn't like to do.

things, she

Good enough, anyway.

saw a tremenI

might even do

64

lidibdid Corcoidii

Once

I'd de('i(l(Ml Ivstiier

was a good

had

to convince her that

own

profitable apple cart for

So

I

my

shared

way

When

for

J

be pie in the sky?

to

Esther, a big

payday some

hamburgers today and every day

know what

make

to

still

she upset her

of that,

own no-nonsense, very organized

her

in

it

Why should

what might turn out

she didn't (juite

of putting

to help nie run things,

idea.

dream with

naive

Tuesday down the road while.

it

was the one

for a

found a

1

terms, laid

out neatly in boxes, dollars, and cents. Tfien Esther could at least see that she liked where

made

I

was heading.

sure that Esther could maintain

while helping to

1

me

some of her

The arrangement enabled her

build our company.

meet her financial needs until ''Tuesday'' arrived.

still

I

didn't ask

made

her to run the office full-time until the company's growth possible to

We

hit

make up $32

the shortfall from her

lost

500 salespeople made

the 1,792 I'd projected. So,

my

we would have accomplished

it

projection

much

later

if I

how

may

goal

happen rather than bit off,

but

I

know

hadn't taken a leap of

and then promoting, Esther Kaplan.

I've hired a lot of

about

it

was a

WHO AND HOW TO president of

it

commissions.

million in commissions in fourteen years instead of

the projected seven, and

faith in liiring,

income

sales

people since Esther Ka[)lan became the

The Corcoran Group, and

to pick

HIRE

em. The

first

I've

first

vice

learned a few things

thing to I'ecognize

is

be to duplicate yourself, reel-to-reel, there

that while s

really

your

no one

quite like you. Vou ve got to accept an imperfect copy.

What

st()|)s

great

leaders IVoui hiring otluM- people to lead

often their conviction that

And

can.

no one

else

can do the job as well as they

they're right to think that. But, sooner or later,

going to build a bigger business, they've

still

got to hire

help them rim things. I

lere are

m\

is

do/eii tips lor hiring great leaders:

if

they're

somebody

to

usK WHAT Yoirvi: 1.

65

A job done 80 percent as well as you eould do done well

2.

T

(;

a job

eiiou^^h.

Forget ahoiU pcircctioii;

it

The speed

is

The boss

is

it

of the

sets the

team

doesii

exist.

t

the speed of the boss.

pace that everyone follows.

If

you don't lead by

example, watcli out.

3.

Leaders come in two

The

flavors,

expanders and containers.

best leadership teams have a

mix

of both. Expanders, like

me, are natnrally inclined to make more and more of something. Containers, like Esther, are naturally inclined to keep everything in order.

One without

after a great idea

4.

is

the other always runs into trouble, because

birthed,

it

needs to be nursed.

Always choose attitude over experience. Always. People with the right attitude are a pleasure to work with. They

and excited

are willing to learn, eager to try,

thing new.

If

someone

don't hire them.

5.

Bad

Always choose a

likes to

attitude

woman

(Almost always, anyway.)

and

they'll

from men, to read likely

to

bad news.

over a man.

Women

men

is

more

have more to prove than men,

lines.

Women

to tell the truth,

women

it.

They work

collaborative,

with. Besides, choosing a

edge, since

6.

their style

some-

do things their way or no way,

work much harder proving

between the

than

work

is

to discover

and they know how

are pragmatic,

and they're

woman

differently

much more

definitely

more fun

puts you on the cutting

are taking over anyway.

Make sure they fit in. A good organization is like

a l)Ox of crayons. You need different

colors of the spectrum, but all the crayons should ht in the box.

66

Corconui

I)(irh(irt

to

j)ictiu"e

and

told

him

to

he |)aiined was one

maiket themselves

now our in-house guru on

a singular attraction in luring

lirnis.

j)aintbrii>li

to get

self-promotion

good salespeople from other

.

wiiai

I si:

8.

Make

sure people see their

It s

the manager's

iiiv

mother

jol^ to tiiid

voi'ni:

cor

sift.

the gift

and

iiiulerHue

them

Tell

to

and

Failing

make

gro'v^'ing

commimicates that ures

is

ser^es.

no good

you they've

Make

same

belief. I've

it

of

it

fiui

good manager

a

found that sharing

when

hke

regularK

my

ow n

to put failme in the positive light

not

It s

them

and

thing,

people are afraid to

if

Just

part of their job.

That atmosphere leads

failed.

stashed in closets.

are the

way

the surefire It's

mistakes.

it.

good manaiier

ideiititied tlie gifts hi lier children, a

helps people see their potential and reminds

9.

67

fail,

fail-

it

de-

or afraid to

tell

to a lot of skeletons

tliev start spilling

out

— and

they always do.

10.

Throw them

and cut the

the ball

string.

Make

sine people understand that they don't need to report each

dav

progress. But

s

pect to hear from

make

siu'e

thev also understand that vou ex-

them whenever they

get stalled.

Ive found that the more confidence vou express

more

the harder and

When you

lem.

lu'e it out.

creatively they will

work

to solve a

prob-

someone. "You're a bright woman, you'll

tell

the last thing in the world she wants

"

in people,

is

to

fig-

come back

"

and

11.

say.

i can't do

it.

Never step in front of those you

The boss

s

place

is

in the

hire.

background, getting behind people and

lending them support. Once you promote someone to a position of aiithorir\. the

or

let

worst thhig you could do

is

make

a decision for her.

her subordinates go around her to get to vou. All too often a

boss will

let

longtime subordinates

make an "end rim aroimd the

new manager, completely imdermiiiing lead effectivelv.

"

that person's chance to

DO VI.

l)(iib(ir(t

Coiconin

Beroine a «raiidparent to your young leaders, not a ner-

vous parent.

Thank don

t

tluMii.

bless tlieni,

dav-lo-dav control

massage every day,

piay for ihem. and spoil

tlioni.

Instead, give

just like the l)a('k

rubs

tlieni.

Bnt

them an emotional

Nana gave

us at bed-

time, as she whispered sweetness into our ears.

WAYS TO MOTIVATE

SIX 1.

Identify someone's hot button, the thing that motivates

them. Just asking, "'What

would make your job

a

dream come true?"

amazingly attainable answers. Individual hot buttons

will yield

can run the gamut from financial

stability to status, authority,

creative expression, or just a comfortable desk chair. But every-

one has at

least

one motivational hot

l)iitton.

Esther was interested in respect and financial security. The position of

Each time

first

I

vice president gave her the respect she needed.

sought her counsel on important decisions, her pride

was enhanced. She was that

made Zero

sition

her

in

company s money and

iQQ\ financially secure.

on someone

around

charge of the

in

hot button, and wrap that person's po-

s

By understanding

it.

tlieir

personal goals, they're

able to achieve their professional happiness.

2.

Let them

name

Negotiating a

their

own

piicc^ for

ence for ever\()U(\ guess th(Mnselv(\s

your own

lal)or is

an umierving experi-

the most confident p(H)ple will second-

I. veil

alt(M"

priee.

agreeing on their (*om|)ensation.

When

deciding upon the right compensation for a [)osition, ask the

person

to struct

pav them

me

their

own compensation

a litth^ bit moi'e.

lower price than

I

would

|)ackage,

and then

Ive always found that people

ha\(' gi\(Mi

if

I

had suggested

name

their

a

com-

ijsi:

WHAT

You'vi:

69

(;()i

pensatioii. Also, payiiio^ people just a little bit

asked for

the best shortcut

is

know

I

to

more than they've

long-term love and loy-

alty.

3.

No matter how much a

raise

is

appreciated,

it's

soon

taken for granted.

become old news. An unexpected bonus, on the other

Raises soon

hand, leaves a sweet, satisfying aftertaste long after the money

bonus conditions the receiver

spent. In fact, a well-placed

make

extra efforts to say thanks

is

to

and motivates them to work even

harder for the next one.

4.

Little

kindnesses are the sure road to loyalty.

Nothing

is

of the boss

more corporate or s

and everybody knows

appreciation one-on-one and

ment with everyone

First, last,

let

6.

and always, share your dream.

be part of

Remember

their role

poach

leader loyal.

is

essential to

to people

s

your dream.

souls

and allow

it.

that gold shines.

After you've try to

histead, express your

the recipient share your compli-

By sharing your dream, you speak to

it.

else.

Show people why and how them

than public displays

appreciation. Grandstanding only serves the guy on

the grandstand,

5.

less effective

molded a her.

great

new

leader,

your competitors

will

So be darn sure youVe already made your

9 Your Game,

It's

Make Up Your Own Rules 1981. Sujfern,

T

he

New

New

York.

York Times headline read:

NEW YORK REAL ESTATE MARKET SHOWS SIGNS OF LEVELING OFF "According

to

Brewster

Donglas Ellinian, (ribbons

home

petitor's

name

blah

in the

"Danm! Why complained at the

Sc Ives

prices have dip[)(Ml for the

''Blah, blah,

to the

Hohday Jnn

"You

[)r()bably

.

.

read, ''chairman of ihe

Ives,'' llie article

Real Estate Company. Manhattan

first

time since 1^)73

myself as

/'I said to

I

Neir York Times with iny

is

ihat

man

guy always

seated next to

in Snffern,

New

need a PR guy.

at

.

.

scratcluMl out l)lack

iu llie papcM*

me

.

my com-

Magic Marker. aud

I

ni

not?

'

1

the iiuhistry gathering

York. "

he grimied.

"A P-what guy?"

"A public

relations company,'' he said, spreading his fingers in a

WMAi

LJSi:

broad wave. "And,

suppose you

I

my

for

I'm

71

Higgins from Higgins Realtors

Bill

We're the oldest and boldest real estate company

Jersey.

and

hi,

Yoij'vi: (;()T

month

new broker from

re the

PR guy

response. 'I heard this in Boston,

named Solomon

in

He

the city?

in

the

didn

New

stat(\, t

speak at a conference

wait last

— Steve Solomon. He's from Man-

hattan and that's what he does, gets peo|)le in the paper. You shoidd

He

look him up.

got

my name

on the front page of

Record^'" Higgins bragged. 'Yep, right

My is

immediate reaction was

he talking abouty But when

Solomon. The game of

PR was

my

I

this giiy\^

eyes. "Mr.

Solomon, all

that's

fifty

my

an awful

our advertising!

'

Eveiy

blond bangs away from

lot of

My

money;

it's

more than

palms were sweating.

new red

dress,

I

and paced

chair before sitting back down.

man

Steve Soloinon, a dark-suited, serious face, explained,

the heck

called Steve

a nionthl

dollars

my

stood up to straighten the seams on niv

once around

city, I

about to begin.

asked in disbehef, whisking

I'm spending on

And what

returned to the

"You charge seren hundred and

month?"

under Nancy Reagan!''

If 7io is I

Bergen

tlie

"The best way

to

with a thoughtful

make your company known

is

to

put out some sort of survey or report on the marketplace. Something

with a this

lot

of

numbers

years prices to "I

where

guess that I

New

love numbers.

to get

sense,"

I

said without a clue as to

$750. "(lould we

call

York City Apartment Price

"Maybe," he considered diplomatically, his notebook. or,

Mavbe compare

last year's."

makes

was going

tant like the

—the media

"Or how about

calling

it

how

or

something impor-

ReportV jotting a

few words in

TJw Corcoran Group Report,

it

even better. The Corcoran Report J ''The

that.

"But

Corcoran Report^' it

doesn't

what Corcoran

mean

1

paused and listened to the sound of

anything,"

I

said.

"No one knows who

is."

"No," he answered, "but do the report and they

will."

or

lUubdid

72 Sian/ner.

My

I

(\) ICO 1(1 II

kidercliff Arenne.

hands were covered with

clialk as

"The Largest Sidewalk Snail Game

The

Snail wriggled

I

my

finished

masterpiece,

in the History of the World!''

np and down the sidewalk, over the cnrb, and

onto Undercliff Avenue.

stretched from Mrs. Rinebold's house,

It

past Mrs. Gibbons', and right np our front steps.

Square after square of symbols and shapes showed the neighbor-

hood kids exactly what

two

witli

feet,

And with

The

by one of the tricky

a dozen other variations on

up

kids began lining

spin their

way around

darted through the

spirals

and on

I

called "spin-

jump, and

to the finish line.

first

at the

head of the

line.

mak-

Snail look easy.

Fatty Patty stepped up next, and

way

hurt himself. There was no

my

He

ten squares, pretending to almost trip on the

reverse double spin, then bolted through the last forty spaces,

my

left

to the end.

for their turn to hop, clap,

As usual, Mean Michael Mertz was

ing

first

then one right foot, and the next commanding a

foot in reverse. Followed

ners."

do as they hopped onto each space:

to

his

I

just

chubby

knew he was going

to

legs could possibly

do

double spinner.

"Wait a minute, Patty!'

walking over to the square. ner with the sole of

my

I

said,

grabbing

"I gotta fix

sneaker,

my

one thing."

drew two new

pink chalk and

I

erased the spin-

feet in the

same

square, and stood up. "Okay, you can go ahead, Patty."

'Wo way!"' Michael Mertz protested

You

can't just go

"Oh

and change

All die kids

impass(* w

1

Mom

"You

can't

do that!

it!"

yes she can," Fllen said, defending me.

"No way, no howl" he

.sV/c'.v I

loudly.

lieii

repeated. '"Von ro/i't do thol!''

began shouting.

he peeped,

"Why

It

was Tinuny Tom who broke the

don't

we ask Mrs. Corcoran, because

he inolhcrT

ran up the steps and through the side alley into the kitchen.

was

at the ironing board.

WHAT

usi:

"'Morn!''

says

can

I

I

says

bounded down the jny ^anie

it's

and /

stairs,

cent

rules are:

It's

Palty's turn!

way up

slid a piece of

and how

in

the face.

"And my

game on two

and

solid feet,

Fd

Snail even bigger!

I

promised

start all the

come down past the church, and wind

up Oxen

Hill clear out of

my

Edgewater!

I

our new Corcoran Croup stationery into

them with

filled

I

with now, but

it

was

my

my

for

Snail games.

game, and

stared at the blank i)age

had gathered

and

I

prices

the words

I

eleven.

rounded the

scrolled up.

I

stuff in

checked

up

to

my

Selec-

it

report

few months and how

a

list

of our sales over

added up the eleven

sale

twice and the answer was

next to

it.

"That was easy and the aver-

and started thinking

all

the apartments

many rooms

and knew that the algebra in

the rules.

The only information

I

could have even more

and that a price per room might

back and pictured

would come

make up

work

right.''

feeling smart

mv

to

less to

an even $255,000 and typed in

said, surprising inyself.

age price seems about

was

I

figure

I

"AVERAGE APARTMENT PRICE"

"There!'

I

knew I had

The Corcoran Report was

and divided by

$254,232.

I

was going

the last six months, exactly eleven. So,

sat

I'ulcs!''

thinking about the blank sidewalks of Undercliff Avenue

tric, still

I

make up my oivii

19S1. The Coreoran Croup.

Jii/y

I

"'

rules.

shouting Mom's verdict: ''My inolher

Id make my

at the library,

Snail right back

I?

'

Fatty Patty finished the

myself that tomorrow

t

"make up your own

siiirl,

stepped off the curb and stared Michael

I

or can

1

she said, rendering her decision

Dad's white

lifting lier eyes off

Can

Mcriz

'Micliacl

hicnlli.

Snail game.

game, Barbara Aim,

"It's yoiir

without

my

scjiiaie in

73

(;()i

my

blurted, lryin to catch

I

change a

t

YOlJ'vi:

handy now.

I

I

also be useful!

I

had shown over the

last

was writing

fast

they each had.

had repeated twice

I

in

summer

school

"

Bar bar

74 So.

let's sc(\

I

pondered, as

I

(I

Corcoran

liffled

sion forms. It looks like there are a lot

through the stack of commis-

more one-bedrooms than two-

bedrooms, and a few more two-bedrooms than three-bedrooms.

And

and one half rooms, and two-bedrooms have four or four and one half rooms, and

since one- bedroom apartments have three or three

three-bedrooms have either

my

or seven rooms, then^

five, six,

I

thought

exploding head, the average apartment in

Man-

hattan must have about four and one quarter rooms! "Yep,

that's

as

massaged

1

it,'' I

decided aloud, and began to type.

2B THE CORCORAN REPORT 1981 MID-YEAR STUDY

Survey in-depth 6-month "An and Analysis of Conditions and Trends in the New York City Luxury Apartment Marketplace .

AVERAGE APARTMENT PRICE:

$255,000'''

AVERAGE ROOM PRICE: '""rounded up to the

$57,000'''

nearest thousand

dollars For press inquiries contact: Barbara Corcoran, President, The Corcoran Group 212-355-3550

I

yanked The Corcoran Report

copies,

and mailed one

in that

Tuesday

s

New

figuring that one of

who might be

IVoin the typewriter,

to every reporter

York Times.

\

who had

made Xerox

written an article

even included the sportswriters,

them might know somehodv

looking to buy a big a[)artment.

rich like Joe

Namath

USK WHAT YOl'Vi:

T

(i

75

Sunday^ August 30, 19S1. Neu^ York Times.

The headline read:

STUDY SHOWS COOP PRICES NEARLY QUINTUPLED I

stared at the headline in absolute disbelief.

The

story followed:

"According to Barbara Corcoran, president of The Corcoran Group Real Estate Company, the average price

high of $255,000 I

.

.

.

.

has reached an all-time

.

r

read the line again, and then once more, slowly, out loud.

the Times back

down on my desk and

I

put

thought, / must be in the mid-

dle of some kind of Catholic miracle! I

took out the black-handled scissors from

fully cut out the

words "According

to

little

dial

on

Cutex

my

nail hardener,

blew

it

drawer and care-

Barbara Corcoran, president of

The Corcoran Group Real Estate Company. a

my

dry,

'

I

coated the paper with

and taped

it

above the rotary

phone.

MOM'S LESSON

#9:

It's

your game, make

up your own rules.

THE LESSON LEARNED ABOUT BECOMING A SOMEBODY The New York Times

story put

me

hattan real estate game, playing

it

square in the middle of the Man-

by

my own

Less than a week after the release of our

rules.

first

Corcoran Reports

I

76

Ihirbiird (o/rora/i

overheard '^Vm

oiu^ of

my

The

ealliiig Ironi

me

"Let

seller.

salespeople pitching for a listing on the phone.

spell

it

C'orcoran for you.

he said to the potential

Groii|),''

It's

C-()-H-(J

—

youVe heard

Oil,

of

us?!"

Unlike advertising, publicity has the power of the third-party

endoisement. being

(|

And

the credibility of

noted in that Sunday's Neir York Times.

numbers and

Writers need

statistics to substantiate their stories.

That makes numbers the slam dunk of op

me

advertising could never buy

sale prices

all

good

publicity. Since co-

were considered private and never published,

bers were as good as anyone else's

HOW TO MAKE

—maybe even

my num-

better.

A STATISTICAL REPORT

THAT GETS NOTICED 1.

Don't follow rules that don't exist. I

had show 11 enough apartments over the preceding seven years

to

come

to a

reasonable conclusion about the

Manhattan apartment. Although our eleven been enough

to provide a solid basis for

size of a typical

sales

might not have

an industry average,

they didn't have to be. They just had to be belierable for the

marketplace. 1

had

as

much

right to be in the

positioning myself as an authority,

2.

1

game

as aii) one else,

became the

and by

authority.

Keep the report simpU\ i)\\v lirsl

hook

—

(\>iToi(ui lU'poil

sale prices.

v\hal the next

Besides,

it s

And

was one

pag(^ long

since everyone

guy was paying

was

and had one good

interested in

for his apartment,

we

knowing

told them.

a lot easier to churn out a simple statistical report

than invent a new story every month.

usi:

WHAT

Yoi'vi:

cot

77

Be consistent.

3.

Many

of

my coiiipetitors

soon copied our market reporl, hut they

were never consistent in puhHshing

came out every to rely

on

Always

4.

The Corcoran Report

six

it.

the truth.

tell

media world, honesty

In the

it.

months, rain or shine. And reporters learned

three good reasons to

is

the key to longevity

tell it like it is,

even when

And when

the market

when youVe

bad and you have

when you need

for advertising, that's just

Next,

is

appears to be

bad news always

against your best business interests. First, prints.

it

and there are

little

money

free publicity most.

willing to speak the truth on

really are, reporters learn to trust you. Later,

how bad

things

when you

an-

nounce a market recovery, they believe you. Last, reporting bad

news won't lief, it

downturn. Contrary to

fuel a business

simply labels

it

and

gets

it

common

be-

over with.

Ignore the naysayers.

5.

When

I

issued our

first

Corcoran

Report.,

our most long-term

and dedicated salespeople argued vehemently against

it.

They

believed that eleven sales were not enough to produce an average price

and feared we could

recognize was that

and nowhere

Seven years

P.S.

me

lose our credibility.

we had no

is

he smart.

they didn't

and had nothing

to lose

to go but up.

later,

I

married

about public relations. He's

boy,

credibility,

What

who

Bill

Higgins, the guy

still

impossible to understand, but,

first

told

^%

i '/jglooC

10 Room

There's Always

One More

for

198i.

E

New

walked

ther

behind

York City.

her.

manage

'Well?''

I

I

had no time

asked as she

"How were they?

"Fd say that out

.'''' .

.

and she

By now

said,

1

"But,

new sat

and making

possible for

business.

lilting [km-

knew

that

round of

inter-

two candidates were

fairly

after her latest

tlic last

head

slightly to the left. "But, Bar-

any time Ksthers head

Barbara,' her

and not an inch of space

left

filled

for a

brain was

we interviewing new

tilted to the left

i>()ini>

into overdrive.

and every salesperson produc-

new desk anywhere, wh}\ might '

ask, are

it

'

She went on, "With every desk tive

to do,

down

of the buucli.

good," Esther replied, bara

glass door

the office, and keeping our finances in check. In short, she

to continue bringing in

views.

and quietly closed the

office

She was now hiring and training our salespeople, helping

was doing everything

me

my

into

salespeo[)l(^?

I

WHAT

usi:

Yoirvi:

79

(;()T

Spring. Tfte front steps.

and leaned her broom against the

Morn came out

of the screen door

house.

she shouted, her belly protruding beneath her blue

''Kids!''

housedress, ''Your dad will be coming

with a big surprise!'

We

each of us reaching our

might

be.

Mom

and we

hip,

We

down

own

conclusions about what the surprise

"Here he comes!' as

Mom

Dad made

s

like a

waved back.

when Dad swerved

in

low

left

up Library

Hill.

They were honking and

mountain of

Rambler came down Library

"Those suckers are moving!" Eddie all

it

Edge water Place with Uncle

roof. Piled at least five high, they

flapping as Dad's

left

clanked and

it.

shouted, pointing

the turn off

waving from beneath what looked

and we

It

So Dad had kept

'

in the passenger seat beside him.

atop the car

it.

an old tanker. The used car salesman had told Dad the

gear for the entire three years he'd owned

the

Mary Jean on her

beneath her and waited.

''operates great in low gear!

We watched

any minute now

ran from the side yard to the front steps,

stood on the top step with Baby

all sat

like

Rambler

edly

hill

heard Dad's green Rambler before we saw

growled

Bobby

the

six-foot boxes

were bouncing and

Hill.

yelled, as

Dad waved

excit-

The boxed tower leaned dramatically to the right,

to

and the Rambler screeched

to a halt in front of our house.

""Avalanehe!''

thumped down noes. Uncle

Eddie yelled as ten twin mattresses thump-thump-

the windshield and flipped onto the

Bobby and Dad were

pageant winners on a wrecked

still

hood

like

domi-

smiling and waving like beauty

float, their front

doors webbed shut in

clothesline.

Mom steps

two

on her

you like

tie

handed Mary Jean at a time.

hips.

off to Denise

and bounded down the

She arched her back and put her hands squarely

'Eddie!

You have no common

sense.

None!

Why

didn't

the rope in both directions? I'm telling you, Ed, yon re just

your father!" "Sweetheart,"

Dad charmed with

a smile as he leaned through

80

B(irb(U(i Corrordii

the clotheslined window. "Couldn't yon get a knife or something

and

help get ns out of here?''

Mom

While

we

stampeded down

all

Some

ran up for

of

them had

knife, swearing slied use

to get a better look at our

red

little

had small green polka

tli(^

mattresses.

some had blue ones, and a few

stri|)es,

dots, hi a

new

on Dad,

it

mad

we each staked

frenz>^

a claim

on our own mattress.

A the

mile of clothesline

later,

Dad and Uncle Bobby were

Rambler and they began taking the mattresses two

cut out of

at a time into

our house.

Mom

could always figure out a

into the boys' or girls'

Academy

Angel's

him

room.

was

for Girls

to get ten of

its

way

squeeze one more child

to

When Dad had

Mom

told

that the

Holy

had immediately sent

closing, she

best twin-size mattresses

and then spent the

morning mentally rearranging our beds toe-to-toe along each wall Using her broom as a measuring stick to stake out

like railroad cars.

each bed's space,

Mom had

calculated

how

to

fit

four beds into each

room. As Dad and Uncle Bobby hoisted the mattresses into the house, she pointed out exactly where they were going. "Girls'

room"

room!

—she

she

"

commanded,

— "to pointed

Bobby huffed and

[puffed

the

left

"against the right wall. Boys'

of the closet."

and followed Mom's

Dad and Uncle

instructions until four

twin-size beds were neatly arranged in each room. crib in the living

"and take the

room between the wall and

last

two mattresses

'Now, put the

the sofa," she finished,

to the basement.

We may end up

needing them."

Esther

sat

widi

crossed beneath

hands neatly folded on her lap and her ankles

hei*

her- chair,

primly waiting for

son we're interviewing salespeople, figured out a

way

lliirly /x'/rc/it

more!

you how

it

works."

to

my

answer. "The rea-

dear Esther,

add more desks," It's

my

I

is

because

I've

said smugly. "Probably

the old ^toe-to-toe' routine, and

I'll

show

usi:

held

1

iij)

gles labeled

a maiiila folder 'Desk,'"'

''Here's a pictine of left

side

WHAT

Yoi'vi:

on which

1

had (hawn

and fourteen small

what we have

and seven on the

now./'

81

(;()r

I

f'ourleeii

rectan-

labeled "'Chair."

circles

"Seven desks on

said.

right, all fourteen facing in the

same

tlie

direc-

separated by the aisle in the middle."

tion,

Then, allowing the folder to drop open vealed

my

drawing on the other

side. ''Voila!''

hatch door,

said.

I

with a total of twenty desks. Ten on the

same

office

right,

and the same

I

like a

pointed to

my

aisle

down

'And left,

ten on the

the middle."

we place

If

re-

here's our

sketch and explained, "The key, you see,

space between the desks.

I

is

the

the desks front to front, facing

each other, we eliminate every third passageway behind the chairs,

and

it

gives us three

more desks on each

side."

Esther studied the "After" drawing with suspicion and counted the rectangles

and

circles

once more. "But

eighteen inches for each chair to

assured her we would, as I

grabbed the

office

we went

mark

still

forth?" she asked.

its

it

chair.

Then

I

clasped both

the measurement, and, turning the

counted off the imaginary desks as

I

went.

The

I

measined and

salespeople looked

some smiling and others bewildered. "... eighteen, nineteen, twenty,"

and

I

horizontally to measure

length of the brooin back and forth, back and forth,

on,

have the same

out to measure the sales area.

the depth of a single desk including to

we

move back and

broom and turned

hands on the broomstick

will

said,

someone

"See? They'll

fit.

So

let's

I

finished,

and turned

hire those

to

Esther

new people

before

else does!"

MOM'S LESSON #10: There's always room for one more.

^

82

lidibdid Corcofdii

THE LESSON LEARNED ABOUT GROWING A BUSINESS We expanded

our company

family: 'Ed, Ini pregnant,

And from

how

mother,

parents expanded their

we need another

made room

always

I

my

like

growing a business quickly

is

Mom

bed,''

would

for one more,

six salespeople to sixty in the first five years.

secret to

1.

my

like

much

I

say.

and grew

learned that the

simply reversing the order of

things are done:

Hire great people, and then worry about where to put them.

When

I

meet great people

1

really

space to accommodate them. But

want

when

to hire,

a

I

rarely have the

new person

arrives,

Fve

always found a spot. Once, we divided a conference room four

more people, and 1 divided my own office

times to squeeze in

Finding a great new person

new

2.

dress.

Open 1

Buy the

dress,

a

is

and you

II

lot

twice.

like finding a beautiful

find a

hanger

to put

it

on.

the next office before you're ready.

always open

my

next office two years too early, while

petitors wait for the "'right" time to expand.

follow the pack into a proven territory, but

The it

my com-

easier ride

is

to

won't allow you to

take the early lead and maintain a comfortable distance ahead of the pack.

Common wisdom

dictates that businesses often fail because

they grow too fast and outstrip their cash flow. businesses get bigger faster

»'5.

when forced to run

up

their (-ash flow. Just as

it's

never the right time to open your next

Move

into a space

Moving your-

it's

much

into a bigger s[)ace

own

head.

It

foices

1

have found that

like hell to

pump

never a good time to have a bal)y, office.

bigger than you need. is

you

the equivalent of |)utting a

gun

to mo\(' Faster, think quicker,

to

and

WMAi You'vi:

usi:

find a

way

to

pay the

rent.

With

tlie

83

(ior

enonnoiis pressure of in-

creased overhead, you're forced to double your business or die.

With every new twice the space

we

we opened,

office

actually needed.

I

made

a habit of renting

When 1 moved my

salespeople into an office with fourteen desks,

I

had

first

to

fill

seven seven

more.

My 4.

If

philosophy? Put a gun to your head.

they ask for a private office, give them a

As

New

York rents climbed and

office

phone booth.

space grew tighter, our in-

dividual desk space shrunk from fifty-four inches to forty-eight

When

inches to thirty-six inches per person.

complained that our

and

our salespeople

had gotten too crowded and

office

noisy,

were no longer private, we answered their

their negotiations

need for privacy by installing two

free

phone booths. The phone

booths offered a quiet spot for personal

added

negotiations, with the

calls

and confidential

benefit of less personal time wasted

on the phone. Private offices are no aood for the sales business because a sales team's lifeblood

you're tucked

away

loop. Also, privacy

is

the free exchange of information.

in a private office, you're simply out of the

is

expensive and one private office inevitably

opens a Pandora's box of

same

5.

six other staff

members wanting

the

thing.

Share an All

If

office.

good salespeople spend most of

their time out of the office,

leaving latitude for flexible desk arrangements. shared, information

is

exchanged and a

on memos, e-mails, and phone

calls.

lot less

When

offices are

time gets wasted

Most of our top salespeople

share offices with their assistants and/or other salespeople.

For years,

my

I

shared

my

office

with

my

chief of staff. Hearing

conversations throughout the day enabled

orders while

I

was

still

him

to execute

my

on the phone promising them! Our

o4

lidibdid Corronin

shared space

room

absolutely no

left

and made him

lor error,

such a quick judge of what needed doing that he soon became the chief operating officer of the company.

Extend your

6.

beyond

territory

Every good boxer knows that

natural borders.

its

he

if

going to pack a powerful

s

punch, the target's not the face, but a

full foot

beyond every

to

Business

lies

office wall,

and

reach beyond your physical space. Here able to extend

•

Open houses

its

as satellite offices.

We

we

and had no room

we began

office,

were the

to use our first

company

to

•

A

virtual office

of Park

Avenue

is

"

advertisements,

we

virtually free

oiu'

offered the

agent."

As

homes, we saved on

•

.

.

never led to

the numl^er of

on some lovely

.

settees

With every inch of space

new

still

filled

hired. Instead of a

agents specialized training, access to

database, and business cards with the snappy

"virtual

pens

it

most expensive homes.

s

and every salesperson productive, we desk,

sit

our con-

meet our cus-

to publish specific

we quadrupled

Instead,

thefts.

buyers responding to our ads and got to

some

to

business was

filled

and, contrary to our competitors' dire predictions,

in

you need

"apartments for sale'

property addresses in our Sunday ''open house

muggings and

it,

how our

house. After

else\s

ference rooms with sales desks

tomers at the

grab

face.

reach:

somebody

in

s

behind the

oiu-

virtual

office space,

agents o})erated

phone

bills,

paper

new

title

of

from their clips, sodas,

.

liejerral directors (a.k.a. the ladies irho lunch). In the real estate

business, the person ketplace,

you know.

who

controls the property controls the

and linding a j)roperty

We w

idened

oiu*

to

list is

company's

often a result of

circle of inlluence

mar-

who

beyond

ouf sales foice by establishing a second-string sales team called

usK WHAT yol'vi:

85

(;()r

the ^'referral directors.' These socially well-connected

women

introduced us to their friends, so we could secure the listings of their

apartments and houses. In return, the referral directors got

a connnission, a real estate license, a business card,

and part-

Our

time hours compatible with their very busy social agendas. prestige listings skyrocketed, ble

7.

when

and the

referral fees

were negligi-

compared with the increased commissions.

Use a big hook

to catch a big fish.

Even though she had no

interest in joining our

company

pur-

I

sued a top-selling, high-end agent from another firm by making the unconventional offer that she could take

own commissions

for the first year.

cost of a chauffcured Bentley.

company stepped driver

next

also offered to

She said

yes.

By

into the high-end market,

became a moving billboard

five years,

I

100 percent of her pay half the

hiring hen our

and her car and

for luxury buyers.

Over the

the top salesperson from almost every one of

my

competitors joined our firm at our regular conunission rate.

We

often set boundaries on ourselves

and cause bottlenecks that

cost

money.

Every business can hire more people, open new bigger spaces before gressive growth.

it's

offices,

ready, h's the only formula

I

and

lease

know^ for ag-

11 Go Play Outside

llhiter 19S2.

New

York City.

T,

York

real estate

New

he

prices were ballooning

market was exploding and apartment

by the week. A new phenomenon called over-

bidding had just begun, adding another layer of stress on top of the already stressed-out sales environment.

It

York was making money, and had decided real estate.

Everyone wanted

New

seemed everyone all at

York, and

my

in

once to spend

New it

on

salespeople were to-

tally exhausted. 1

jumped

in a

thoughts bouncing between

make

a higli-eiiough bid

people

1

I

next afttMrioon showing,

would get

mv

otiier.

At our

my

Monday

that everyone [)lan

sales-

sales

some vaca-

from the glazed response on everyone's face,

wasn't Hkely to hap[)en.

my

next customer to

on the one hand, and how Id get

had once again suggested

tion time, but it

how

lake a needed break on the

lo

meeting,

my

cab on (he way to

I

figured

LSK WHAT YOl'Vi: As

my

cab turiKMl

llic

87

T

(;

corner onto Riverside Drive,

I

decided Id

better plan a vacation for tlieni.

The

Winter.

side yard.

''Snow day!''

Mom

shouted from the living room.

Nothing could compare

Mom's

rare

to the

mornings we'd wake up and hear

pronouncement of those most spectacular words. 'Snow

meant "no school."

day''

We popped headed

out of our beds,

for the front radiator,

snow day

station.

Our

lined

can

lid,

into our play clothes,

Mom

where

had already

set

and

up her

gloves were already toasting on top of the ra-

diator with our rubber boots

had

jumped

warming below. By the

front door,

Mom

up old cardboard boxes, her biggest cookie pans, a trash

and anything

else she

could dig out of the basement or

We

put on our boots, gloves, and

Mom

gave us the once-over before

kitchen that could serve as a sled. mittens, grabbed a "sled,"

and

pushing us out the door with her usual "Go play outside!" Minutes before frostbite tor's

warmth where Mom,

out in thirty seconds

them on top

flat.

set in,

like a pit

we'd rush back in to the radiacrew

She yanked

in a car race, got us in

off

and

our wet gloves and tossed

of the radiator to dry, giving each of us a pair of dry

socks to put on our hands. She pulled off our boots, replaced our wet socks with dry ones, and sent us back outside.

By

day's end, the sock

drawer was empty.

As

day

traffic couldn't

off, too.

pan and

make

Mom

fill it

make

it

up or down River Road, Dad had the

handed him Mary Jean and

w itli snow

for

Tommy.

said,

He's feverish,

"Ed, take a dish-

and

I'll

help

him

snowballs inside."

After taking

Tommy

a dishpan of snow.

Dad packed

a snowdrift

hard against the front retaining wall that separated our yard from the sidewalk.

He dragged

his two-story

wooden ladder up

to the very

!

88

lidrhdid (orconi/i

(Mid of

onr backyard, die

thai m(M(M

t

into the cliff

|

behind our

house.

KIDS!" Dad

^^ni^:Y.

against the

We

hill.

"Hop

down, holding the ladder

yelled

on!''

raced to the top of the

all

getting there

and taking

lirst

in place

hill,

i

call front!

the lead rung.

The

"

Marty shouted,

rest of us clinil)ed

on behind, locking our heels onto the wooden rungs. ""Oh, no,

you don't!' Eddie declared, pushing Marty off the lad-

der into the snow,

'i ni

Marty sprang up fist

cocked. "'Cut

it

the oldest, so / get the front.''

in a ilasfi

out, boys!

"

and reached back toward Eddie,

Dad commanded. "Marty,

on the ladder and have some fun, or we

re leaving

his

either get

without you."

Marty pouted into place on a middle rung. "Ready!?" Dad hollered, as

we

all

stared downhill, clenching the side rails with our liands.

"Yes!"

we

yelled in unison.

Dad

jostled the ladder side to side as

though he were losing control. "Are you sure you're ready?" he taunted. "Yes.

Oh yes!" we

"Then

pleaded back, overwhelmed with anticipation.

get going!"

And with

back of the ladder and sent tlian a

We

it

a quick shove.

Dad jiunped on

lunging forward, zero to sixty in

the less

second

screamed a Palisade's Amusement Park scream as we zipped

through the side yard, hurtling down toward Undercliff Avenue.

We

were picking up speed as we sailed toward the six-foot cinder-block retaining wall at the bottom.

The

fiont riders shrieked as their half

of the ladder went airborne and momentarily waited

for the

back

half to catch up. riien, all a( once,

we

shot oil die ledg(\ sailed over the sidewalk,

and thumped down scpiarelv

in the

slidina

We

lay in the slre(

and faces Eddie

middle of the its

way down

sIfcmM, just

behind

Undercliff Avenue,

a jumblcMJ pile of kids laughing until our sides

hurt. oCfer-ed VIarl\ his

hand and pulled him up. "Okay, Marty

"

you go

time,' he said, and,

tliis

(irsl

what you'vk cot

si:

I)

slill

helped Dad hig the ladder hack up the

Moin was elianging ted us tlying hy

tlie

sheets

side window,

tlie

iti

89

laugliing, l^ldie

hill.

the girls

room wiien

h was our third

tri|)

deatli-defying ladder,

and John caught a quick glimpse of

the front rung.

Mom!' he gasped and pointed,

''Its

and Marty

as

slie sj)ot-

on Dads

Mom from we plum-

meted toward the wall.

By the time we

hit the street.

Mom

had barreled through the

house, was clown the steps, and had her face within two inches of Dad's.

I

noticed her blue slippers were soaked and, from what

could see, she looked cold and she sure looked angry.

screamed.

I'll

We cupped

Snow

when they I

had

s

fit

leaked out his Cheshire cat smile. of laughter, even

we had

Esther repeated. "But

just it,"

get there

just

six

no land.

Mom

began

When we

to laugh,

all

and we

the best family in town.

I

told her.

I

don't

'Nobody

know

hoir to skate!

"

does. But everybody will

!

bought

my

upper on Whaley Lake rooms,

""or I

day. WhalejEake.

^^Ice-skatingy!^'

"That

she seethed,

you!

our socked hands over our mouths to choke back our

exploded into a for sure

kill

Dad

laughter, until

1982.

NOW before you kill them,'' '

swear, Eddie,

knew

she

have no common sense, absolutely' none! Get

''Eddie, y^on

the kids off the ladder

'"Eddie!'"

I

first

in

house, for $75,000, a nine-room fixer-

Dutchess County. The house had

six

bed-

bathrooms, two cabanas, two boathouses, and absolutely

My

purchase was the classic case of buying "the biggest

house on the worst block.

'

Twelve years

later,

I

would

sell it for

.

.

.

$75,000. "I

have the whole weekend figured out, Esther,"

plaining

my

plans for our

first

company

retreat. "I

I

continued, ex-

bought twenty

90

/hirhdfd

pairs of ico skalos lor cncmnoiic.

the

and some Mack ones

la(ii(\s

eight sleeping bags for those

(\)r(()r(ui

all in (lillercnl sizos:

men.

lor the

who won

I

also l)onht lour sleds,

and twenty pairs of

get beds,

t

while ones for

cheap wool mittens." "C//ea/;.^"

Esther interrnpted. "Nothing about this sonnds cheap

"

to me. 1

dismissed Esther

s

wave of

look of concern with a quick

my

hand, and continued, "'And Fve talked niy brother Tee into catering the whole weekend!''

'Tee? But isn

t

that brother a cabdriver?'' she

asked with grow-

ing concern.

"Yeah, but he got his weekend

shift

covered and he's bringing

Judy Somebody, one of the other cabdrivers. and he says ally

good

Esther

cook.'"

'Tt'll all

work out

tilted

her head.

just fine,

I

'

went on. "And

up on Friday

a school bus to take everybody

around seven, and when we get gantly

will await us."

waited to see

1

great night's sleep, we'll

day Saturday

all

and

six

eight-thirty the latest.

got a great deal on

night. We'll leave here

burning, and a luscious meal

Esther could picture

it.

get up, eat a big breakfast,

for ice-skating

on Sunday around

if

fire

1

the table will already be ele-

there.,

the flowers arranged, a

set,

she's a re-

—and

l)e

all

day Sunday,

back to the

city

no

"And

after a

and have

all

too! We'll leave later

than eight,

'

Esther looked pale.

We opened

our eyes Saturday morning to a crisp, icy-cold day. The

night before had been just perfect. dinnc^r

was

truly gourmet,

about w hat our

ol'lice

I

needed, what

grabbed a piece of

someone

s

jurik

we

all

wanted, and what we

We came up with

I

h'ked

it

all

a flurry of new^ ideas,

mail and jotted them down.

idea to pioduce a (Orcoidn Rcpoil strictly on

n)inium prices.

time, the

and while we ate and diank, we talked

di-eamed about doing together. so

The bus showed up on

I

starred

new condo-

because we had ne\(M" sold a condominium

LSI:

and

vvarUcd to

I

party,

\)vv

we

By 9:00

WHAT

You'vi: (;ot

into that market, riicn, like kids at a giant sluin-

i>(M

clinihed into our [xmIs

and sleeping bags and

fell aslee[).

on Saturday, we had finished breakfast and were

A.M.

on the boat house ledge, juggling

sitting

91

all

and putting on our

sizes

skates. Despite her inhil)itions, Esther laced u[)

and desperately

first

clung to the boathouse wall.

"You look chinned to

in

a natural over there, Esther,'

like

and

joked,

I

her direction. "Now, hurry up, everybody, we don't want

keep Dorothy Haniill waiting!''

Although

my

would be

this

skate on Wlialey Lake,

first

looked like the kind of lake you'd want to skate on.

and frozen over as

long, a half mile wide,

Ron

far as

I

it

sure

was one mile

It

could

see.

Rossi, our leading salesperson, glided out onto the ice.

was resplendent

in a one-piece

He

Bogner snowsuit with matching char-

treuse gloves. His ensemble's finishing touch

was a long magenta

and yellow Hermes

liim as

scarf,

which floated behind

the boathouse wall. In a previous

Ron had been

life,

he pushed off

cham-

a world

we

sus-

gushed, and like ducklings doing their

first

pion ballroom dancer, and from the looks of his

first

spin,

pected he had fjeen on the ice before.

"Follow Ron!"

waddle, we

the

Ron

got behind

all

few hundred

eight. After a

eights

I

back and

forth,

back and

demonstrated a large figure

as he

falls,

Ron had

us looping large figure

forth, farther

and farther out onto

ice.

Esther stayed behind practicing her glide close to

We

were almost to the middle of the lake when

attracted an audience on the shore. Squinting

recognized the

man

I

Gloyde himself. He was waving to

''T

h a

He

muster. "'W a

turned I

made

like

shouted, "That's

k

II

t

my left

I

,s'/"

/? /

c

acknowledged

p,

us,

and

that's

n

I

i

c ef"

in the loudest voice

with a quick tap of

and went

into

my

h

a point of holding

Ron had taught

us.

my

best

Old

waved back with

And

t

we had

eyes against the

i ,s'/"

c h

foot

my

noticed

in front of the old Gloyde's Motel as

sun,

Man

enthusiasm.

I

sliore.

my

I

could

right toe,

amateur version of a

I

twirl.

hands straight out with pinkies up,

just

!

92

lidibdid Co/cofd/i

Ml". (il()\(l(' scmmikmI \

m\ s

twirl hocaiise \\v /

//

r

was thinking about attempting

I

just like Mr. Gloyde. hit

like

yelling again, '"'That

i«>()r()usly,

me.

r\ice

And we were

r,

that

s

//

/

waved even more

r

e!'^

a |)retty pirouette,

when

I

no-

up on the boathouse ledge. She was waving

ticed Esther standing

It

1()

When

wasn

1

nice

t

skating on

heard the

—

it

was

ice

creak and begin to moan,

ice.

1

hin

c c!

/

1

Inn

i

c e!

it

"Let's get the hell out of here!"

1

screamed, and the entire Corco-

ran (rroup shrieked in unison as the ice under our skates began to crack. self,

Our panicked

feet

raced toward the shore, every

as the splitting ice chased us

only been two minutes

We house

all

at the most

groped at Esther

floor.

We were

ence. '"You okay?

s

skaters, pulled off

I

team

in

we clambered up onto

the boat-

huffing and puffing from our near-death experi-

looked around at

my

hat,

and started

boathouse rockc^d with laughter and best

him-

a ten-mile run.

You okay? You okay?'' we chorused,

each others faces.

for

from behind. What could have

felt like

legs as

man

1

my

as

we scanned

nineteen exhausted speed

to laugh.

knew^

With

we had

that, the

just

become

town.

MOM'S LESSON # 1 1

:

60 play outside.

DAD'S BEST LESSON: Fun is fun.

whole the

You'vi:

wiiAi

usi:

93

(;()t

THE LESSON LEARNED ABOUT HAVING FUN Conducting business as usual

results in usual business, but playing

together creates extraordinary business.

Our weekend away it

made

also

ties,

and

I

a

1.

is

the strongest

if

we continued

company

to play together,

in town.

what IVe learned about having

fun:

better.

hard to leave good feelings back on the playing

evitably, they find their

2.

built cohesiveness,

of twenty vastly different personali-

instantly recognized that

Happy people work It's

Whaley Lake not only

community out

we could become This

at

way back

field.

In-

to the office.

Fun makes people laugh, and you someone who's laughing.

can't help but like

People like each other better while they're playing. Playing together unites differences and breaks ple. It's also the best cleanser for ill

3.

down

bad

barriers

between peo-

feelings, old grudges,

and

will.

Only in the context of fun do people get the chance their colleagues

Fun

lets

beyond

people get to

their usual

know

their families, their kids,

work

to see

roles.

their colleagues better, learn about

and where

they're from.

By

socializing,

people discover other conmion grounds beyond the workplace.

4.

Playing

is

the best

way

to

bring rivals together.

Strong salespeople are free agents, independent bv nature, and often don't naturally

make good teammates. But

to vent their competitiveness in a spirited

come

a team.

allow two rivals

game, and they be-

94 5.

/ia/lxifd (\)r((H(in

If

you want good ideas for the

office,

the ofliee

—our

aiivertising canipaigns.

perks, and whole

new ways

massages and manicures,

like free

tables,

and yoga

fresh perspective

TIPS 1.

The

dis-

free soft drink coolers, Ping-

Playing outside always offers a ideas.

time. to the "'Make

it

while you can'' phi-

losophy and run themselves ragged trying to do

company time

take a day off and to do

One

we

FOR PLANNING GOOD FUN

Most salespeople subscribe

fun during

things

office

brouglit back to the office,

afl

and always stimulates new

company

Play on

classes.

wliile outside

our pubhcity ideas,

of doing business.

covered while playing ontside were

Pong

»o play outside.

our host new business ideas were thought of

All of

of our

it

so.

Planning for

gives the salespeople permission to

without

guilt.

most successful annual

sales

meetings was sched-

uled to last three liours. But ten minutes into the meeting,

by

prised everyone

inviting

theater where together

them next door

we watched

into a private

I

sur-

movie

the inspiring movie Pay'

It

Fonvard.

Even

oui-

managemcMit

workweek. They

retreats are scheduled during the

get three days

away from

resort,

and they come home with a

newed

energy, and

new

tan,

the office at a luxury

deepened friendships,

ideas for the business.

And while

re-

they're

away, we're able to discover new management talent because othei- salespeople step

2.

up

to the plate acting as substitute

man-

Surprise them! Oin-

company

(|uickly

Lake house. When

I

outgrew the sleepovers

at the

Whaley

bought the next house, the smallest house

on the best block with a

lot of land,

we began

to

bus two hun-

WHAT

usi:

dred,

ImndnMl,

tlircM^

95

YOLJ'vi: (;()t

iIkmi (oiif

hundred

picnics. At our first [)icnic, there

was a

when we faked

getting the balloon back down. thrill as

we did

as kids

year, a

we

We formed

ride.

a few probh^ms in

same

wooden ladder

jostled the

hill.

five-thousand-pound elephant and a spitting

camel waited on the front lawn other year,

midweek

salespeople had the

when my dad

beneath us on top of the

One

Our

lor

sixty-loot hoi -air l)alloon

waiting in the backyard to give everyone a cheering and rescue squads

up

(X'ople

to give safari rides,

and

and every-

leased ten Thoroughbreds in full gear

one got to run them up and down the back

yet an-

fields.

Perhaps the best surprise was the year everyone arrived to find that there

was no

surprise!

An hour

later,

with hundreds of

people picnicking on blue-checked blankets, a motorcycle gang of tattooed guys dressed in black leather

and chains roared up

onto the lawn, revving their engines and circling the frightened crowd.

I

jumped up and indignantly shouted,

property! Leave or to call 911,

that "he''

I

swear

''You re

Fll call the police!"

on private

As someone ran

one of the bikers removed his helmet and revealed

was

really a "'she'' with a big smile, bright blue eyes,

and long blond

hair.

The gang turned out

to

be

my

sister

Mary

Jean and her born-again Christian motorcycle club that came the

way from Pennsylvania "So,

3.

'

1

asked

my

it.

All they

need

to

resist is

our party.

shocked guests, "who wants a ride?

People most resistant People sometimes

to "crash''

a

fun need

it

"

the most.

fun simply because they've never had

little

Park Avenue ladies were the

encouragement. Our most proper first to

hike up their skirts and hop

on the back of the Harley-Davidsons. They

and down the back roads, clutching held on to the drivers.

all

blissfully roared

up

their pearls as tight as they

lidrbdid (a re Old 11

96 4.

Change keeps fun

fresh.

When our company outgrew picnics ways ties,

to

we began a

depressing to [)art\

5.

my house, we invented new

keep the party going, histead of corporate Christmas partradition of 'February Sweetheart Parties.

many

estate, as in

\\\c

at

month

other businesses, February of the year,

and

the

it's

is

hi real

"

the slowest, most

month when people need

most. Also, since few parties are planned in February,

tlie

best places in

town are available

at the cheapest rates.

Themes make teams. Our

first

black-tie Sweetheart Party took place in an

warehouse

when

Queens.

in

My

abandoned

pumping

guests' adrenaline started

man

they were greeted by a huge

The

graffiti-covered industrial elevator.

ten-thousand-square-foot warehouse

holding a gun

in the

elevator opened into a

my

brother Tee (cabdriver

turned caterer) had transformed into a speakeasy.

Every

year, people eagerly look

ment of the February

laughed about

it

Broadway' party

for

months

to

The moment '"1

1

lello, J3olly,

When

the party

tlie

costume shop

lO^Os

me

party,

I

ball

was a

rummage

to

out to be a party in

itself.

success.

sh()[) in

New

Forties."

gowns because they were

to wear. Still without

an

outfit

spotted a caidboard box

glamorous Rainbow

Room

1

t

romped

York trying on and n^jecling

Oeenwicli Village drag queen shop. irno the

and a few

Stret^t,

in search of perfect star

was "The Clamorous

ihiough every costume

expected

'"Diva

opened the party as Caiol Chamiing lip-synching

the theme

a series of

was

held our "Stars on

managers

oiu*

Our wardrobe outing turned

costumes.

We

come.

on Foity-second

in a theater

city's largest

the theme

cross-dressed for the occasion and

days before the party, we took

through the

When

party's theme.

men and women

or Drag,

forward to the announce-

what people

on the morning of

marked

I'ive

hii>h

just

hours

"(birdies" later,

I

in

a

walked

atop Rockefeller Plaza

II

wearing a

wiiai

si:

94()s "irdlc

and

softballs, seaiti stockings,

9?

Yoii'vi: (ioi

and an

ice |)ack

shiKcd widi

l)ra

4()-.

tice,

and.

Bill

thai

(liiiikiiii>

I

sort of

knew soiTK'bodv would no-

lad. that was the whole idea.

in

was going

was

I

just dichi

I

(

Mom

know

to notice!

was sentenced

two weeks of

liard labor as Mrs. Cacciottils slave.

Mom instructed nie to knock on

her door every morning at eight and

1

say,

to

'"Good morning, Mrs. Cacciotti! I

come

What can

do for you today?"

I

always got the feeling that Mrs. Cacciotti had to think hard to uj)

ciotti s

with stuff for

me

two weeks

to do. But for

I

put Mrs. (Cac-

milk bottles outside for Mr. Colontoni. the milkman, walked

her brown dog. and swept her front steps.

cleaned up the clippings

1

from her hedges and pulled some weeds from her backyard.

I

didn't

happy

1

wrote

like

working

on her

for Mrs. (Cacciotti

was

famous on Undercliff Avenue

the third day. the

them

I

still

wall.

My name was On

much, but

to erase

my name

for

two whole davs!

same three men came back, and from Mrs.

Mom

paid

(^acciotti s wall.

MOM'S LESSON

#15: If you want to get noticed, write your name on the wall.

THE LESSON LEARNED ABOUT GETTING NOTIGED B\ glow ing lion in a

up

in a

lainiK of ten kids.

crowded market.

1

would

I

learned how to grab atten-

later learn

how

to steal the lime-

WHAT

Lisi:

131

(;()r

more

a city of

liglit in

Yoi'vi:

ihaii

eilit iriillion. (icltitig |)ul)li(itv is n()tliiM

gelling attention.

have one

All reporters

They need

prol)leni.

And when

stories.

you provide reporters with a good story idea, you're not asking

you

favor,

re giving

them a

The Corcoran Group

gift.

typically spends

$5 million a year on ad-

than $100,000 on publicity. Advertising helped

vertising, bnt less

make our name,

for a

but publicity put

iis

on the marquee.

it

Unlike advertising, publicity has the power of the third-party

endorsement, which builds credibility around a name. spends millions of dollars advertising ple

may

believe

it.

But

if

statistics in

ways

1.

to capture

company

in

it.

The Corcoran Report was the begin-

ning of what would later prove to be cess. Statistics are the

company

they are, some peo-

a major newspaper presents the

a favorable light, eveiyone believes

Publishing our

how good

a

If

slam dunk of

my

most profitable road

all publicity.

to suc-

But there are other

media attention. Here's how:

Making news on hearsay or rumors. Sometimes the

easiest story to get publicity

already out there, h's like tying your

on

is

the one that's

wagon onto someone

else's

horse.

2.

Making news with your competitor's The irony your

own

of

most businesses

sales, either for

is

that

sales.

you often can

t

talk about

privacy or legal reasons. But you can

always talk about your competitor's

sales,

and

in

doing

so,

you

will inevitably get the credit.

3.

Good old-fashioned grandstanding. Everyone loves a show. Grandstanding

is

nothing more than try-

ing to figure out what would be visually interesting and be a tle

different

from the norm.

lit-

132

lidihdid Corcordii

I

examples of

l(MV are a IVw

we used

liow

corupetilors sales. aiuJ grandslaii(liiii» lo

The

sold.

1

were coiilrouted

wilii

was ahc^ady labeled

it

took

liability

its

building pink. publicity for

all

Madonna When 1 read

an

it

t

be

by painting the

asset

we rode

the "Pink Elephant,'

it

building

it

the

generated sold

months' time.

paper that Madonna was on the hunt for a

in the 1

new

a pink elephant that couldn

was disappointed

I

immediately made a

what Madonna would be looking

that she lived in a large

was about

none of our

to learn that

salespeople were working with her. checklist of

first

was worth, and the affection

it

new apartment,

that she

news:

marketing our

and made

By naming

out the building in three

was

make

Elcphmil

Piiik

When we project,

hearsay, rumors,

for.

All

1

knew

apartment on the West Side and

have a baby. The checklist included the

to

usual things ini|)ortant to any wealthy celebrity, such as grand space, top security, views, and

money can

buy.

1

Ti

the luxurv amenities that

sent out a copy of the

contacts that same day.

Mad on

all

to all

list

our media

Everyone received a copy, except

a.

Two

horns

later.

sludio. (halting

il

Madonnas wish

I

up

list

was

silliiig at a

on-air.

I

desk

at

(INN

s

Perm Plaza

was no mor(^ an aulhoritv on what

might include than an\l)odv

else,

but

I

was

the onlv one willing lo speculate.

h.vervone

in

Madorma was our

oui*

clienl.

marketplace

and we

«;ot

t7"

wrongly

assumed

that

four other celebrities as a

result ol ihe publicity.

Sniud^in^ Aller six

months of li\ing

lo sell

an

(^l(*\(Mi-ro()m

anarlineiH. oui" ellorls were unsiiccessrul.

We

Park Avenue

wci'e baflled as to

!

USK WHAT YOl'VK why

we uticovered

utitil

been the stage

tempt

for a

the awful

triilli

pmloQoed and

had

thai tlie apariineni

viohMit niarriage. hi

to satisfy the disgruntled seller,

hsting,

133

(;()T

who

threatened to

an

at-

[xill

his

we immediately recommended "a complete smudging

of

the apartment.'

Smudging, we explained, formed with evil spirits.

bells

is

and incense

The ancient

an American Indian

to cleanse

troublesome spaces of

blessing had to be followed

first

The next morning, we opened

couple to see

it

sat

on the bed

in the

by twenty-

drawn and

all light

the curtains

and the

four hours of total darkness with the shades eliminated.

ritual per-

master bedroom and

eagerly offered the full $3.2 million asking price. After this success,

smudging

services for

we made

a regular practice of offering our

problem apartments. We never again per-

formed them without a newspaper reporter or

television

crew

present.

Helping Dogs Pass the Co-op Board As

''no

dog

'

buildings

became conmionplace, and

as rules sur-

rounding pet behavior became more ridiculous, we hired a celebrity

dog trainer

to teach our clients'

dogs how to pass co-

op boards. Although the boards had not actually asked any dogs to come in for a board interview, we

made our dogs readv

nonetheless

The

publicity our stimt generated gave

me

a sore back from

bending over to shake doggie paws, as newspaper photographers

snapped away!

The $35 Million Fiver- Upper

When Sharon Baum, New lion-dollar

sion

home

sales,

asked

on East Sixty-fourth

eerily frozen in time.

York City's grand dame of multimil-

The

me

Street,

to survey the Vanderbilt

Man-

we found twenty-two rooms

original gas lanterns were

still

in place,

along with the old iceboxes in the basement kitchen. Sharon set

134

lidilxud (Orcordii

the piicc al

inillioM lo iiiak

had already

schcMliiled llu^ sales

when

of the l)iisiness

a

hi

[)raise a gronj) of (MghtN -eii>hl

and riie

his financial pailiiers

(levelo[)er called

and asked that

llie

Upper East and West

apailnieiUs wcvv ieftoxcis fioin die go-go years, hc^lbrc

I^eiiiie

a

Mendik and

S-IO nn'lhon

die market.

Sides,

tlie real

Eqnitahle hisurance,

monthly maintenance charge

dian die

ap-

(Miding witli a splat.

nndeiKing niorlgage on die

s

rest ol

(li\(\

his in\('slnienl partner,

each apaitnieni

1

a|)artnients in six bnildings that he

owned on

eslale niaikel did a jackknife

had

meeting to arnioiince the elos-

\\\v liih

l)uil(lings, -l-O

maintenance,

leaving

percent higher aloii" with the

WHAT

iiSK

buyers were

(lilHciilty

virtually impossible to

iiieiitH

looked

I

liaviiii>

at

iti

Yoi'vi:

159

(;()T

made

(iiiding (inanciiig,

sell.

white-tile, white-tub, white-sinked

tlie

badly in need of caulking.

apart-

tfie

""^At

least there

s

bathroom

a bathroom. Its lovely!'

I

coimiiented, and closed the door.

Finding buyers for these apartments would be no easy

had plimimeted 40 percent

Prices

'87 if

and every would-be customer

since the stock

in

New York

feat.

market crashed

City

still

in

believed that

they waited, they'd be able to buy any apartment for

less the fol-

lowing day. I

returned to the office and called Mr. Mendik.

bad news,

Bernie,''

can be sold in years

this

and there

I

began. ''There's just no

'Tm

afraid

I

have

way your apartments

market. They've been listed for more than three

aren't

any

takers. I'm sure you're

aware that the

apartments need a ton of work and the maintenance charges are way out of line with the rest of the market. I'm sorry, Bernie, I

could

I

really

wish

help.''

"'Barbara,

Bernie responded with his trademark enthusiasm,

"

you're a smart

Toms

Siifn/fier.

girl! You'll figure

it

out."

And he hung up

the phone.

Hirer.

Grandpa Ward was

a

huge

man with big hands who lived in a small New Jersey. To visit him, we took the

clapboard cabin in Toms River,

two-hour

trip sardine-style in the

back of Dad

wagon. Grandpa Ward's house was

at the

s

Blue Beauty station

end of a long

dirt road,

which he shared with the chicken farm across the way.

When we limch of

Grandpa had already prepared

warmed canned

would make quietly

arrived.

my

beets that he insisted were rich in iron

brothers "strong, strappin' men."

wondered

have to eat them?

if

the usual

women

got strappin' too,

and

if

My not,

sisters

why

and

and

did

I

we

160

lidrhdid Corcoran

We when

were

my

yelled with

up

cars pulling

me

lot

s

screened porch after lunch

of noise at ihe farm across the road. ''MOM!''

hands cupped on the screen door,

Can we go

to the farm.

finish the dishes, and, Denise,

By and a

on?"

go together. Ellen,

all

face.

I

some fancy

put away the cups. John,

Grandpa's lap there and, Eddie, wipe your there, and,

'there's

see what's going

minute," she answered, "and we'll

''Just a

help

on Grandpa

sitting outside

heard a

1

sit

on

Barbara, stay right

keep your eye on Tommy, Mary, Martin, and Jeanine."

the time

line of

we

got to the road, there

was

a line of fancy cars,

fancy city folks to go with them waited by the gate.

"What's going on today?"

my

mother asked

a lady in a very

shiny dress.

"What's going on?" the lady repeated, flapping a fan in front of her face. "What's going on

is

pointment at noon and then "I

had an appointment

man behind "And by

let

that

woman

at noon, too,"

me an

there ahead of me."

grumbled the bald-headed

so did w;e," a very skinny lady said, standing with a

their blue convertible.

I

ap-

her.

added, "you're behind

"Oh,

that that farmer lady gave

"And, by the way," the very skinny lady

us.''''

don't have an appointment,"

straightened the

hem

man

of her housedress.

my mother explained, "WeVe

just visiting

as she

our rela-

tives next door."

"What's everyone waiting for?" Denise asked. "Eor the pu[)pies," the lady with the fan said as

if

we should

know. "They're Jack Russells, and they have three of them for sale right over there next to the barn."

"You better make that hair said as she

two.^^

walked past cradling a tiny brown-spotted puppy.

She was making baby sounds, i Just look at his sweet

little

The people waiting

way

a lady with a poufed head of blond

got the absolutely cutest

one of

all!

face!"

in line bristled,

and

as the line squeezed closer together.

Mom moved us out of the

"Come

over here, kids." she

directed, as the fan lady hurried through the gate,

"and

I'll

tell

you

!

WHAT

usi:

wliat

going om.

really

s

fariiuMs wile

riie

'

Moin lauglied

was smart enough

same time because she knew

why would

''But

YOli'vi:

it

it

161

(;()i

she

(o Ikm-scK as

lo get

('X[)lairi(Ml:

everyone to come

would make everyone want

make everyone want

a puppy.

at

the "

puppy!

a

Mom?

Kllen

"

asked.

"Because everybody wants what everybody wants. And when there are ten buyers

pick of the

I

had an

and only three puppies, every dog becomes the

'^

litter.

What was good

idea!

apartments. The next day,

ment. Bernie liked

I

my new

men from

idea and asked

And

finally

I

did. Next,

I

the underwriting banks.

even more serious

men from

explained

it

would be good

called Bernie back to

partners later that week, which rious

for the puppies

I

And

me

make an

it

to his

it

to three se-

later explained

the lead lender. Chase

to the

appoint-

to explain

explained

for

to the

it

Manhattan Bank.

most serious men of

all

from the Eq-

uitable Life hisurance Society of the United States, the majority in-

They

vestor.

By

it.

the fifteenth of January,

was

ness

seriously liked

all

"Here's

my

last-ditch plan to save

my

busi-

in full swing.

how

it

works,"

I

said to Esther

and

to

one of

my

best agents,

Tresa Hall. Tresa had agreed to be the project's sales manager. "I've priced

and

all

all

the studios at $49,500,

all

the one-bedrooms at $99,500,

the two-bedrooms at $165,500."

"Even the high

floors?" Esther interrupted.

"Yes, high floors, low floors, front a[)artments

and back

aj)art-

ments, all priced the same. Apartments with views or no views, those

with

new

kitchens, old kitchens, or

no kitchens

at all, all priced the

same "But how "I

s

that possible?" Esther asked.

added up

all

of the original asking prices, divided

by the num-

lUtrbdid Co re 01(11}

162 l)(M-

of units in

tliat s

vi\v\\

building,

what people would

and then deducted ten percent, because

fiave negotiated off the price anyway.''

Esther shifted slightly

in

"'And IVe also taken

away every

her chair. objection that a buyer could

no board approval needed and one of the

])ossibly have. There's

banks with a big stake

in the buildings

mortgages. Also,

be no monthly maintenance charges /b/- two

there'll

has agreed to provide the

whole years\ None!" Tresa repeated. "But that's crazy! Who'll pay the main-

''''None?^'

tenance each month?"

"The price.

sellers will,"

I

answered, "because

We're simply giving the buyers one

month and moving the high -maintenance 1

included in the sale

it's

less

check to write each

objection out of the way."

pulled out a sample contract and continued, "We'll have the eighty-

eight

contracts prepared in advance by the

we'll stack riglit

them high

for everyone to see.

The buyers

attorney, will sign

and

them

then and there the morning of the sale."

"But that

isn't legal, is it?"

to the left. "Barbara,

Esther queried, as she

you know buyers have

their attorney before they 1

seller's

can sign

to

tilted

show the contract

to

!" it

pulled out the big rubber stamp

1

had had made and with one

quick motion imprinted the sample contract on

my

desk with bold

lettering:

CONSULT YOUR ATTORNEY. YOU HAVE TWO WEEKS FROM THIS DATE TO CANCEL THE CONTRACT AND RECEIVE YOUR FULL DEPOSIT BACK.

Estliei-

her head

and IVesa looked cautiously optimislic

At

Monday

next

tlie

meeting,

had eighty-eight new

I

163

(;()t

announced

lo oin* salespeople diat

co-o[) a[)artnients lor sale, tliat tlu^y

in six different bnilciings

we were going to

You'vi:

wiiAi

usi:

sell all

on

tlie

Upper East and West

Sides,

on the same day

of the apartments

were

price. "'Pick

any studio

$99,500, or any two-bedroom for $165,500!''

for

When wanted

I

and

to everyone

dresses

it

will not

be advertised.

'

I

tell

only,

course, you can also

cnstoiner

and

first-served.

still

I

had no money

for adver-

the exact adsale.

I

ask that

repeat only^ your very best customers. And, of

your family. The sale

tell

will take place three

limited to one per

is

weeks from today, first-come,

Nine a.m. sharp!"

hear the buzz from

Two weeks

same

not a sale open

fact. '"We will distribute

Everyone looked intrigued, and after could

is

and unit numbers only on the morning of the

you please

that

said emphatically, 'any one-

I

they were even more. "This

but didn't share that

tising,

and

wouldn't disclose the apartments' addresses, everyone

know where

to

for $49,500,''

loeatecJ

for the

bedroom

we

my

I

added

rying aloud to a few salespeople, 'T'm a to

ended the meeting,

I

office.

before the day of the sale,

might not have enough

I

go around.

My

'

fuel to the fire

little

by wor-

concerned that we

whisper campaign created

a virtual frenzy.

A week

before the sale, accusations began to

fly

that

had gotten hold of ''The List" and that she was already customers which apartments were the best ones. at that

I

quelled the

rumor

Monday's meeting.

''No one has the list!" floor. 'T repeat.

No one

1

stated emphatically to the

has the

list!

that, Esther

crowded

There's only one

safely locked in Esther Kaplan's drawer. Esther, please

With

someone

telling her

list.,

sales

and

it's

show them!"

played magician's assistant and walked over to her

desk, where she unlocked the drawer

and pulled out the sheets of

typed paper. As she held them up and turned from one side of the

room

to the other, fifty salespeople wiggled

forward for a better view.

lUubdnt

164 "I

hank

EveiNonc

noii.

I.siIkm'.

(\n(()r(iii

nodded. "Now, please lock

I

\\alch(Ml as Esther put the

velo[)e in the diawcMV locked

list

into

an envelop(\

and dro[)ped the ke\

it.

hack

i(

[)ut

u[)!

the en-

into Ikm" purse. '

''^F.renoiK'

w

ill

i»(M

the

list

next

Monday morning,

8:55 A.M. Kdsl

Sixty-iiintli Street.

''Stand back!

Tresa Hall, a former

''

chaotic, shoving throng of buyers.

attendant,

ilight '1

nine a.m. sharp!

connnanded the

repeat, stand back

and

clear

the doors!'' I

was shocked

to see the

crowd of buyers stretching

the block. "Excuse me, excuse me, please, excuse me," I

made my way up East The

line

end of

to the 1

repeated as

Sixty-ninth Street.

had started

at

4:00

a.m.,

and by 8:30 had grown

to in-

clude hundreds of people desperate to snag an apartment. Tresa voice cut through the crowd. "'We will distribute the

ments momentarily,

'

she said, demonstrating with broad

tendant arm motions. ''And we'll be handing

work our way

front

and

sible.

Please note that a

all

will

list

map

to the is

back of the

it

of apartflight at-

out starting in the

line as

quickly as pos-

attached to the back of each

the addresses and apartment

numbers

clearly

s

list

with

marked. There are

salespeople stationed on every floor in each of the l)uildings, the

apartment doors are open, so that you can go

in

and look

at

any

apartment you choose. Once you ve made your decision, however,

you

Fuust return to this table in this

directed

all

lobby to sign the contract.' She

eyes toward the barupiet table, which stood in the lobby

with eighty-eight waiting conliacts stacked high.

"When you

are ready to sign a contract and leave us your ten

peicenl deposit clKM'k, the apartment will be ifHfne(h(ite/}' taken off

the market. Please haye seyeral apartments you

your

lirsl

choice

may

ah'eady be taken! ^ou

II

Ix^

(I

like to try for, as

given a copy of the

signed contract to take with you for your attorney.

'Okay,

then.'*

Tresa finished, and

\yitli

great

ceremony

said.

WHAT

iJSF

now hand

"'we'll

ward and

men

out the

wondered

I

i(

165

(;()T

of ii|)artinents!

list

I

You'vi:

I'he

crowd inched

(or-

should have hired a few unirorined police-

to protect her, or at least for

dramatic

effect.

Like a Macy's Day Sale without the clothes, people began to run the

moment

the

list

was

in their hands, hi the

mayhem, everyone had

a strategy for charting, hunting, darting, looking, rushing, signing,

and buying. Some people waited on elevators, while others bolted the stairs.

The

camped

Some worked

alone, while others

successful buyer

first

had flown

one-bedroom on the highest

signed a contract for a

unseen, six blocks away.

floor, sight

One savvy couple had a

in pairs.

from Paris and had

in

He

4:00 in the morning.

in line since

worked

for

pair of cellular phones

and were

calling

each other back and forth as they dashed through the buildings looking at

h was

apartments,

the

first

day

I

saw

cell

phones in

use.

When

they

decided on an apartment they liked, the husband ran to the table wliile his wife

kept looking, just in case. As he signed the contract, he called

his wife

on her

cellidar

and

said, '"Honey,

One man rushed back the

C

floor,

C's

line of I

just

We

apartments in the building.

want

had been

we

to

sold,

buy a G, any

announcing he liked

'Tt doesn't

C' When we

he decided he liked

started the

got one, you can stop."

to the contract table

told

B's, too, ''any

matter which

him

that

all

the

B."

day with eighty-eight apartments that nobody

wanted and our company near bankruptcy. By day's end, eightyeight

proud new owners were celebrating

had eighty-eight checks

to deposit

their

good fortune, and we

and had earned over a million

dollars in net commissions.

MOM^S LESSON #19: When there are ten buyers and three puppies, every dog is the pick of the litter.

168

B(irb(ira (orcordii

proceeds of

5.

tiie sale,

as a plus.

And

more than

offset the

we

as the

[)ositione(l the property's biggest liability

market rebounded, the price appreciation

high maintenance

fees.

Taking chances almost always makes for happy endings.

And

did the buyers really get a good deal?

bought

in

1091 for $49,500

bedrooms they bought

for

sell

$99,500

the two-bedrooms bought for

Eighty-eight lucky buyers

all

The

studios they

today for $220,000, the onesell

today for $400,000, and

$165,000 now

sell for

with happy endings.

$700,000.

«

——

,S\iA^

20 Jumping Out the Window

Will

Make

You Either an Ass or a Hero 1993. The Corcoran

E

or the

with a hole in

first

profit,

my

Onoitp.

time in a long time,

I

had ended the previous year

a clear $71,000 after-tax profit, and

pocket.

I

knew God had

some divine purpose, and

I

put that

had decided

to

money

spend

was burning

it

all

a

my hand for of it on my new in

video idea.

My

idea seemed surefire. First,

I

hired a photographer to take

pictures of our listings, seventy-three, to be exact,

and put

them on videotape. The videos were categorized by niunber rooms and showed everything the building's lobby, the

in

each apartment

—the

all

of

of bed-

floor plans,

rooms and even the views outside

their win-

dows, and each listing description ended with a photo and the phone

number

of the

makeup

artist so

I

listing

salesperson.

I

even hired a professional

our salespeople would look their very best.

couldn't wait to introduce

sales meeting!

I

stood at the

lit

my new

podium

idea at the

in front of

companywide

my two hundred or

170

li(irb(ir(i (\>rcor(iii

and bragged. "Oiir new

SO salespeople

(iroup

iistoiiiers all

(

the information they could possibly want. All in

one convenient place! We're calling Get

Now, thanks to

it?

our Corcoran

vidcM) will give

it

Homes on

this innovation,

HOTior short.

Tape.

our customers can shop for

apartments anywhere, anytime, simply by picking up a copy of our video at any of our offices and taking fully refundable deposit.

As

my arms

raised

1

on Tape w

ill

It's

home

just perfect (or the

will

be able to see

my best

vowed, "Our sell real

Homes

estate for-

the property they

all

own couch! Amen!'*

my head and lowered my arms.

Yep,

I

I

dra-

thought, this

idea yet!

Summer. The

Marty Joe girls'

New Yorker!"

team burst into spontaneous applause as

entire sales

matically nodded is

1

busy

way people buy and

want, without ever having to leave their

The

for only a twenty-dollar,

into a high papal V,

transform the

Now, New^ Yorkers

ever!

it

side yard.

perched on the third-stor\^ window ledge outside the

w^as

room, grinning from ear to

Marty's legs looked white

high above our heads.

ear. '"JJe're ready!''

we

all

against his na\n/-blue

He was about

shouted up.

swim trunks

to leap out over the Roanes'

landing inlo the plastic-walled, blue metal-framed pool

Dad and

The pool was four

feet deep,

Grandpa had

set

but was a

shallower next to the house, where

make

couldn't ''Are

ment,

lot

up

yon sure you're ready^' Marty shouted down. For

'"(^ome on.

"Do

it,

"

go.

a

mo-

scared, but, then

try anything.

Marty Joe!" Jimmy Cleary called up.

another kid added.

Marty had more nicknam(\s than any other member

of our family, lie .loe.

maybe even

was the kid who would

let s

Dart!

biolhei-

Maitv

Dad and Grandpa

level against the hill.

it

again, Marty Joe

to

the side yard.

thought he looked nervous,

I

My

in

was baptized Martin

jose[)h,

which was shortened

Later, the kids in the neiiihborhood

named him Martin

"

usi:

That lasted

Jartin.

WHAT

earth,

and

in the air

and catching

the glare of the sun, he missed a dart as it

it

it

by

his

its tail.

shot back to

landed squarely between his eyes.

The other like a

171

(;()!

day when he demonstrated

until the suininer

technique for throwing a dart

Bhnded by

YOLi'vi:

kids' excited cries, as they

watched him run

in circles

chicken without a head, were music to Marty's attention-

loving ears.

'Look the

at

me!" he shouted

amusement park. '"Look

to the

at

crowd

like the

sideshow barker at

me, the aa-maaaazing 'Martin Dartin^'

pierced by a flying dart that went straight to his braaaaaaaain

With the bloody dart poking from shot on a dartboard, Marty took a

became forever known

his forehead like a bull's-eye

bow

name

shrieks of horror. His self-anointed

!

to

mixed applause and and Martin

stuck,

Jartin

as Martin Dartin, or 'Dart' for short.

"Dart," Michael Mertz shouted up with his hands cupped like a

megaphone, 'we don't have With

that,

"

all

day!

Martin Dartin leapt off the window ledge, sailed past

Mrs. Roane's landing, and hurtled toward the shallow section of our plastic pool.

"What an bled

away from

eyes as

my

asshole!"

brother Eddie shouted, as we

the pool with a collective gasp.

Marty plunged into the water.

was standing up

in the

We

all

When we opened

all

scram-

covered our

them, Marty

middle of the pool bowing and everyone ran

and crowded around the pool. "I don't believe all

it!

I

don't believe

it!

I

just don't believe it,"

clamored, congratulating Marty for being

Marty looked as amazed by water from his

hair,

we

alive.

his siuvival as

we

were. Shaking the

he reached out for the hands of his adoring fan

club.

"Hey, what's happening?" Stevie Mertz hollered as he hurdled the front retaining wall. "What's going on,

what did

"Dart just jumped off the roof and lived!"

I

miss?"

Timmy Tom

proudly

exclaimed as he inched closer to Marty, trying to catch some of his glow.

17^

Ihirbdid Coicoidii

"And he

hit the

pool dead center!" Ellen bragged.

"Oh, man," Stevie whined, "but

1

didn't see

it.

That's a

bummer."

Without a moment's thought, Marty gripped the pool's edge,

swung

II

muscular

legs

between

his arms,

and popped out of the

dripping wet. "No problem!" Marty said. '"Watch

[)()()!

I

his

do

it

me

this time,

again."

Before Marty's second

jump ended, he had become

town

the

hero.

That night, while

Mom pounded amazing

talking about Marty's rolled out a sheet of

waxed

the chicken cutlets, feat.

Mom

paper, looked

You

got lucky, Marty."

Mom

work.

As Dad came

all still

didn't look happy.

She

up at Marty, and said,

"Jumping out that window could have made you hero.

we were

either

in the front

an

ass or a

door from

lowered her voice. "Since your father's interpretation

won't match your friends'," she warned, pointing with the meat cleaver,

"you better keep your braggin'

December 1993. Corcoran

I

made my way down

against the

the

f Vest

to yourself."

Side.

wooden

moldy cinder-block wall

steps that leaned precariously in the

wet basement of our West

Side office, right next door to Zabar's deli on Broadway. 1

pulled the string on the single lightbulb at the bottom of the

stairs,

and

it

cast a dull yellow light over the final resting place of

my

$71, ()()() investment. Thirty-two piles of black video boxes were stacked eight feet high against

tlie

back

wall.

idea was dead on arrival, and not one person

our video sales

My First,

My Homes came

on Tape

to '"check out"

tour.

brilliant

marketing innovation had a pair of Achilles'

heels.

our salespeo[)le didn't give out the videos because they

"

USE WHAT you've GOT want

didn't

show customers

to

number. Second,

tlie

173

anotlier salesperson's face or

videos contained so

shot chcked on and off faster than even

many images the New York

phone

that each

eye could

possibly see. I

glared at the eight-foot pile of videos sucking up the water

from the basement

how

thought to

But, instead,

plaining

I

why my

where

I

should be giving some serious I

had blown on

my

big idea.

could think about was the next big sales meeting

I

I

I

$71,000

would look standing there great idea

had

in front of everyone ex-

belly -flopped.

climbed back up the basement

Side,

A

and knew

to recoup the

all

and how stupid

floor

stairs

and headed over

to the East

my husband at MaxwelFs Plum

was meeting

former FBI agent and a captain

in the

for dinner.

naval reserves, Wild

Bill

Higgins had just returned from three weeks of war games with the U.S. Navy^ in South Korea.

He was

anxious to

tell

me

about his

trip,

and, between big bites of steak, he excitedly gestured and explained

how he had played war games was a

lot

''It

more animated than

was

incredible. Barb,

whole war on like

was

this

a real war. really a I

was

We

my

you should have seen

it!

We it

fought the

was exactly

were moving our ships and supplies as

best to feign interest.

said, ''Didn't

ington?''

I

if

there

!

bruised by the soggy image of

wine and

He

usual.

thing called the Internet, and

war going on

still

was trying

new

against North Korea on computer.

I

my

pile of tapes

took another sip of

you play those same games

last

my

and

white

year in Wash-

asked.

He chewed on. "We were actually playing war in real time. When the North Koreans bombed us, we immediately bombed them back. And when they took out our ports and "It

was

totally different. Barb."

highways, we instantly blew up their supply ships. You could see everything on the computer like

it

was actually happening!"

"

174

li(trh(irlil

title.

not

in

yours.

'7 love nie!''

Put together au Create your

paekage.

own bragging book and

(ill

w

it

ilh youi*

professioual

accomplishments, customer endorsements, and any press coverage you

phy and

may have a

list

of

received.

any

Be sure

and trumpet each success

weigh

in.

and endorsements.

face available. in at

Our

lu(l(^

a detailed biogra-

school, club, or chaiity activities that

and your family participate for badges

to inc

be shy, as customers

Size matters. Pull out

in the brightest color

salespeople's

best

more than

Don t

five

and

all

you fall

the stops

largest type-

love me!'' packages

''I

pounds.

Use third-party eudorsemeuts.

Ask

for

and bring

letters of

recommendatiorr from past cus-

tomers. Potential customers like to see proof of your success, and are

more comfortable saying yes

Ifyou

dou 7 have

it,

flauut

it

in a

crowd of happy customers.

auyway

Borrow your company's accomplishments "'wlrat

we can do

them

as

for you."

Make yourself half of a two- person Having a

arrd position

sales partner

sales team.

improves your confidence tenfold, and

the attentiorr o{ two salespeople

is

irresistil)le to

most crrstomers.

lake your assistant along. Customers resporrd well

to sorrreone

important enough to have

help.

Show your enthusiasm! (instomei"

sur\('\s

corrsistcMitIv

show

that

entlursiasm

is

the

256 iHimlxM- one reason u^hy customers sales] x^isou. Tlie nunil)er

two reason

Always send a thank -y^on

note,

l)ouiil is

from a particular

knowh^ige.

whether yon won the business

or not.

Tliank-you notes and customer best tliank-you note

is

guilt lead to future business.

The

handwritten.

BAKU Alt A

C

OK C OK AN

•

li

SK

\>

M AT

VOL

Vi:

(iOT

PART?

How to

Strategize, Mobilize,

and Capture the Sale

Numbers don t

A

egos do.

kill deals,

salesperson

job

s

perception and keep everyone feeling like a winner.

If

is

one side

that the other got the better deal, you can bet the deal will

A

good deal

It's

is

when each

side

is

a

little bit

to control

happy and a

fall

feels

apart.

little bit

sad.

also the deal that sticks.

Checklist for negotiating the sale

Never take

sides.

In negotiation,

you need

to stay

independent so you can think

in-

dependently.

Get all the facts t)efore yon start.

A small objection mare when

it's

that

is

easily

overcome soon becomes a night-

discovered too late ui the negotiation.

t^inpoint each sides ''hot t)utton.

A

successful negotiation

out what

s

is

most important

far

to

"

more

each

likely

when vou can

figure

side.

Anticipate erery possH)le ot)jection. Il

s

/(}/('

die sales|)ers()n a

I

nest ion

is

s

i-esponsibililv to

laised.

(

A good

have an answer ready bc-

sales exercise

is

to write

down

a

coumionly heard objection tmd then biainstorm every possible answer. Pick vonr

Ixvst

three and practice

them

until they roll off

your tongue.

Foi' exairiple,

whe^u the cuslomer says,

pensive!' your response niiglit preciate over tijne

and

it

G

(e)

and

"Yes,

finally, (f) "Yes,

and

can't

it s

like

Instead, present them.

Think of

niat with a

and

''Yes,

it

it

;,

too ex-

only ap'Yes,

(e)

has great tax

you see yourself owning

worth

Don carry messages, ^t

will

it

and everybody wants

(h) ''Yes,

has every feature you want''; (d)

advantages"; and,

:,

and

"Yes,

l)e (a)

"Jt s

it?";

'

it!

a carrier pigeon. yoiu'self as a

message that nuist be presented

prominent

di{)lo-

carefully. Instead of

saying, "I have a low offer for you," try (a) "I have an excellent

buyer, with impeccable credentials, his offer of offer.

It's

buyer

is

$X";

somewhat

serious

nience"; or the hook,

(b)

"I'm happy to

he's

asked that

you

tell

I

I

submit

have an all-cash

than what you're expecting, but the

less

he's willing to take delivery at

your conve-

"Today's your lucky day! I've got a real buyer on

(c)

and

and

and

he's

asked that

1

submit an

initial offer

of $X."

Paint a happy picture.

Always describe your customer as the "nice," "sincere," person he

Don't

Bv

let

may

or

may

"fair"

not be.

the cn.stomer l)ack hini.self into a corner.

not agreeing with his position, you give

later reverse his position

Don V rush

and make

way

his

him

the opening to

out.

the bid.

Buyers change their mind

when

they are pushed to buy before

p ^ >^

they're really ready.

Don V If

ever suggest an opening bid.

von do,

it

quickly becomes the iwiv asking price in the buyer's

mind.

IJAKBAKA COHCOKAN

•

LSK W H A

I

YOU VK

(iOI

Dress up an offer hy pulling I^NCMVOMc tak(\s a w

\erer refuse a low

Make

in irritin^.

more

sciioiisK.

offer.

a couiiterbid. Most deals start as low offers,

('iistoiiK^rs,

it

s

a

way

Never submit your If there's

one

it

liltcii offer-

and

for soine

to [)ut their toe in the water.

offer without a deadline.

no deadhne

for acceptance, a

l)i(l

will often

become the

to he hid against.

Never have the first bid accepted. People like to negotiate.

When

the sale feels too easy and he

the buyer's II

first

l)i(l

is

accepted,

almost always back out. Easy

come, easy go.

Q

Delay a

When

(/uick counteroffer.

you reply i

II

try to

haye an answei' for you

in

an hour''

you build anticipation and giye more credibility to what wouki liav(^

II

been a "too (juick

hen you're

e.vpectin»'

response.

a low offer from a cu.stomer, forewarn

the other side.

An eaiK heads-up and

o

is

alwa\s

It

lea\es the dooi-

open

will soften tlu^ blow.

Avoid the Iriday rush hour. People like to conclude

w5

ap|)r'(M'iat(Ml.

week.

I

oi-

l)usin(\ss

(v\am|)le, in real estate.

l)\

oO

the close of the business [)erceiU of all offers are

submitted on Fridays. Avoid the competition and push rhurs(la\ ofhM".

for a

239 If your buyer

When

o'cls

ro/d feet, offer to slunr him more product.

ihc ciistonHM-

pressure oK

(•liaiiii.cs

his rtiirid iihonl

suggesting he see more

l)y

l)iiviii,

|)r()(hi(l.

lake

llic

h irsnalK con-

firrns his original decision.

Never go back empty-handed. Always

get a eounteroffer,

Going hack without one in a

is

no matter how small the concession. the equivalent of

slamming the door

suitors face.

Whenever you're uncertain, do nothing. It s

on the

(iring line that you're

most apt

to

make

a strategic

mistake. Since very few sales are lost by taking a few minutes to think, step back to be. You'll

shot at

///

and think through what your next move ought

have the general

making the

s

perspective and a

much

better

sale.

heated competition, get your customer

to

put his best foot

forward. Small incremental bid increases

and inevitably won't secure the

will

deal.

To overbid another buyer, ask the

make

this deal

happen

only drive the price higher

seller,

'^what

number

will

y''

Without knowing the luunber, you're only shadowboxing.

If you're asked to submit a closed bid,

make your '

offer

an un-

.

even number.

Bidding wars are often

Share a

.story

about

won by

"'the fish

a few dollars.

that got away.

"

You can create urgency by sharing a story about someone

who waited and

else

lost.

BAKBAKA COB COR AN

•

USK

WHAT VOL

V

i:

(; ()

p o ^ ^

240

Play your hand Vv'nv

is

to

Us best advantap^e.

not the only card in your hand.

points are

(l(^liv(My dale. Iinan(in

The

terms, warranties,

\vver leave only one remaining; issne on the With only one (jnestion ner and a

Get

it

loser.

in writin^f.

Kisses aren

t

contracts.

left to

oilier negotiating

and

extras.

tal)le.

be resolved, there has to he a win-

241

PART

8

How to

Spot, Shoot, StufT a Slump

and

Sales start in

is

a business of fifteen noes to every one yes.

when competition

is stiff

Most

sales

slumps

and one lousy customer has succeeded

wasting your time. You know you're headed for a slump when you

begin to take your business personally.

Steps for Getting Out of a

/.

Slump

Stop worrying about the

Instead,

ue.vt deal.

make weekly appointment

calendar.

It

11

goals

and write them

in

your

take the pressure off and lay the right foimdation

for future sales.

2. It s

3.

Knock

that chip off your shoulder.

a sure sign you're taking the business too personally.

Don 7 worry about what everybody else

is

thinking about

you.

Nobody's watching and nol)ody gives a damn.

4.

Make

Failure

is

a plan of action. a state of mind, but success

BAR

IJ

ARA C

() It

C

RAN

is

•

a state of action.

IS

i:

W

1 1

AT

V

() I

V

!•

(. ()

I

5.

Mind your

oini business.

Slop conipariiii* Nourscll (o everyt>o

Special Editor Hilary llinzniann

Special Art Director

Domenick Copy Editor

Lorelli

BediGreenfeld

Director of Marketing, Portfolio Will Weisser

Production Editor

Senior Editor

Editorial Ass is ten it

Bill Brazell

lUustrator

John Segal Publicist

Southerlyn Reisig

Kate Griggs

Mark

Ippoliti

Art Direction

Francesca Belanger

Joseph Perez Jaye Zimet

246

r//7.s-

And

lluuik }()u to

I

he incredible people of llie Co/cordn (houp:

(iuy Ahcriiathy

Alexandra Bellak

Marcia Brow in-h\

Ahtamovilz MclocK Accvcdo

Arthur Bellucci

Klise B