If there’s one indispensable tool and skill in business, it’s mastering the telephone. The more a business tries to shy away from leveraging both inbound and outbound phone calls, the more it diminishes its chances of success. No matter how much technology evolves, personal connection and genuine customer service remain irreplaceable. The phone serves as the lifeline of success for any business. Even as communication technology advances and mass communication channels multiply, the one-on-one phone call between a prospect and a salesperson remains the gold standard for effective selling.

Heather Nottingham is the Co-Founder and VP of Training for All-Star Dental Academy, a top online coaching, and training company for dental practices. Before dentistry, she was a former retail sales trainer and manager for retail giants such as Bloomingdale’s and Kate Spade. She then became a top dental new patient coordinator and took her practice from $1 million to $2.4 million in less than 18 months. Heather has over 24 years’ worth of customer service, training, and phone experience. She designed the All-Star Phone Success Course, Customer Service Course, as well as the GREAT Call® Process, a trademarked process of handling phone call intake using a service-based approach to convert callers to appointments.

Pete Lillo, widely known as “Pete the Printer,” is a veteran of the direct response marketing world with decades of hands-on experience helping entrepreneurs, marketers, and business owners turn ideas into high-converting printed promotions. His nickname comes not just from his trade, but from his deep understanding of how print fits into the greater marketing strategy, a skill originally honed as an insurance agent selling policies for Prudential straight out of his service in the U.S. Navy.

In his career, Pete worked closely with and printed campaigns for Gary Halbert, one of the most influential copywriters in direct marketing history, gaining rare insight into what makes a promotion not just good, but wildly profitable. He’s a longtime business partner and friend with Dan Kennedy, printing and helping bring to life some of Kennedy’s most impactful programs.

Originally in the printing business, his client roster included work on campaigns with Dave Thomas, the founder of Wendy’s, helping shape print communication that maintained the personal, hometown feel the brand was known for, even on a national scale.

Long since owning and running a print shop, Pete Lillo has become a connector, a behind-the-scenes strategist, and a trusted ally to the biggest names in marketing. His stories, experiences, and insights into what makes direct mail and printed marketing succeed are unmatched, and he continues to be a valuable resource to the next generation of response-driven marketers.

Amy Baughman Sew & Quilt, located in Pittsburgh, Pennsylvania, is a beloved local business that has been serving the community with a passion for sewing and quilting for over two decades. Founded by Amy Baughman, a dedicated enthusiast of the craft, the shop has become a hub for both beginners and experienced sewers and quilters alike.

Amy Baughman Sew & Quilt is renowned for its comprehensive selection of sewing machines, fabrics, quilting materials, accessories, and sewing notions. The store not only sells high-quality products but also offers a wide range of classes and workshops designed to enhance the skills of sewers at all levels. From introductory courses on sewing basics to advanced workshops on intricate quilt-making, Amy Baughman Sew & Quilt fosters a supportive, creative environment where crafters can thrive.

Amy's commitment to her customers goes beyond providing supplies and classes; her store is a community space where crafters can gather to share ideas, seek advice, and draw inspiration from one another. The warmth and expertise of Amy and her staff make Amy Baughman Sew & Quilt a cornerstone of the Pittsburgh crafting community.

Through her business, Amy Baughman continues to inspire a love for sewing and quilting in Pittsburgh, contributing to the preservation and evolution of these timeless arts. The shop's enduring success is a testament to Amy's passion, dedication, and the deep connections she has cultivated within her community.

This episode was sparked by announcements of Joann Fabrics, a major retain chain of stores closing its 800 stores across the United States. At one time, Joann was the largest fabric and sewing retailer in America. On this episode, I talk with Amy about what makes her local store more agile and profitable than the large retail store, and why she's grown and prospered for 30 years.