In Profile: Gene Fisher, uncommon seller of the common tchotchke
Posted by jimbursch on 28 Sep 2011 | Tagged as: Uncategorized
Somehow it is easy to imagine Gene Fisher when he was a friendly, open faced kid who just wanted to make friends on the schoolyard, but was met with taunts and bullying despite his best efforts, or because of his best efforts. Gene is a naturally outgoing and friendly guy, but he learned from an early age that people do not always respond to him in a friendly manner.
Gene is not always a smooth talker. Quite the opposite, he is at times brusque and perhaps may even appear to be a little aggressive in his communication. Even though he is West Coast born, his manner comes across as East Coast urban. He doesn’t have the codependent, self-conscious empathy that modulates the give and take of social interaction, where two people engaged in conversation carefully gauge how they are being perceived by the other and adjust accordingly. He’s not rude or insensitive; just a little awkward, unpredictable and forward. Misunderstood, he would say.
Like a soldier who feels no pain, Gene is fearless in social interaction, which makes him a good salesman. He has to be in his business — the brutally competitive world of advertising specialties and promotional products. He is a classic extrovert — someone who enjoys and is energized by interacting with people –- and someone who takes customer service seriously.
In every household, in every office, on every desk you will probably find some item with a logo, tagline or message printed on it for promotional purposes. It wouldn’t be hard to never have to pay for a pen, notepad, coffee mug or t-shirt in one’s life, especially if you frequent places where business people go to meet each other.
There was a time when a business owner would have to seek out someone like Gene — with his stacks of product catalogs, knowledge, and ideas — to place an order for logo-emblazoned tchotchkes, swag and paraphernalia. Nowadays, of course, Gene can be bypassed on the Internet.
But bypassing Gene and placing an order through the Internet is to miss out on the experience of working with Gene — of having a working relationship with a guy who is himself kind of a novelty. He adds the value of human relationship to a transaction that can otherwise be completely devoid of human value. And one can marvel at how he operates successfully in a world that is, at times, a little uncomfortable with him.







