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.

The Texas Baseball Ranch, located in Montgomery, Texas, is a specialized training facility dedicated to enhancing pitchers' performance through individualized programs. Founded by Coach Ron Wolforth, the Ranch emphasizes a personalized approach, assessing each athlete's unique strengths and areas for improvement. This methodology has led to over 613 pitchers surpassing the 90-mph mark (as of this publication).

Incorporating multiple steps and various media in the selling process of high-ticket products and services is crucial because it builds trust, nurtures relationships, and effectively addresses potential objections over time. High-ticket purchases typically involve a longer decision-making process, as clients are investing significant amounts of money and want assurance that they are making the right choice. By using a multi-step approach that leverages diverse media—such as email, direct mail, phone calls, social media, and personalized video businesses can reach prospects through their preferred channels and keep their brand top-of-mind. This layered strategy allows sellers to educate, build credibility, and provide value at each touchpoint, gradually guiding prospects towards a confident buying decision. It’s a way to engage different buyer personas, meet them at various stages of their journey, and create a comprehensive experience that builds trust and drives conversions. This is a foundational principle of the Ranch’s growth and success.

Jill Wolforth serves as the Director of Ranch Marketing & Promotions at the Texas Baseball Ranch. The Texas Baseball Ranch was founded in 2003 by Ron Wolforth & Jill Wolforth. The Ranch was established as a sanctuary for athletes, offering personalized training protocols and a supportive environment where players can dream as big as their work ethic allows.

Pastor Jeff Tauring is the dynamic and compassionate leader of Liberty Valley Church, renowned for his deep commitment to community building and spiritual guidance. With a ministry that skillfully combines traditional values with modern relevance, Pastor Tauring has profoundly influenced both his congregation and the wider community.

While there are two topics traditionally avoided in polite conversation—religion and politics—Pastor Tauring confidently incorporates both into his church's marketing and advertising strategies. By decisively choosing a specific niche and actively targeting a particular audience, Liberty Valley Church's congregation has seen remarkable growth and continues to expand. Despite the common belief that traditional media like radio and billboards are outdated, he has utilized these platforms with great success.

This upcoming episode is essential listening for anyone who has been advised to identify a target customer and pursue them aggressively but hesitates for fear of alienating others. Pastor Tauring's philosophy and promotional tactics will provide valuable insights.

Be advised, we do discuss politics and religion in this episode. However, I encourage you to approach it with an open mind. This may very well be the most impactful podcast you listen to, offering significant learning opportunities.

Developing personal relationships is the lifeblood of any successful business, as it fosters trust, loyalty, and a sense of connection—both internally with team members and externally with clients. Strong relationships with employees create a positive work environment, leading to greater motivation, collaboration, and productivity. When staff feel valued and understood, they are more committed to achieving shared goals. On the client side, building genuine connections establishes trust, turning one-time customers into loyal advocates. In a world dominated by automated systems and impersonal transactions, the businesses that prioritize authentic relationships stand out. These connections create a foundation of mutual respect and understanding that not only drives repeat business but also fuels long-term growth and sustainability.

Illens Dort is a leadership speaker, trainer, coach, and mentor with a passion for helping people find their passion and do it with compassion. He is also a member of The John Maxwell Team; an elite group of speakers, coaches, trainers, and mentors. He speaks on a number of topics: Building and Investing in Human Capital, Establish and Cultivate Lasting Relationships, Authentic and Transformational Leadership, and Leading with Passion and Compassion.

Community. He is the founder of Human Ekdromi, a company that focuses on humanitarian excursions, corporate training, and executive retreats.

In today’s over-marketed and commoditized world, Ari Galper, the author of six best-selling books and the world’s number one authority on trust-based selling, has defined the state of selling in today’s economy as the “Trust Recession”.
If you’re in a low-volume/high-margin business, and you have a long sales cycle, with multiple steps, causing you to “chase” potential customers and clients, Ari has created “The One Call Sale” trust-based selling system.

You have heard the story of the Tortoise and the Hare. The slow and steady wins the race. That's the money-making power of the newsletter. It is an anomaly in the direct marketing world, but you cannot argue with results. Only results matter. On this episode of The One Thing Podcast, I talk with Justin Miller, founder and owner of Profit 911, soon to be branded Jurassic Marketing, to talk about the newsletter and how it fits into any businesses' marketing efforts.

Profit 911 Consulting Inc., based in East Moline, Illinois, is a direct mail marketing agency dedicated to accelerating small business growth through innovative and trackable direct mail campaigns. Their team, known as "The Herd," comprises marketing experts passionate about helping businesses dominate their niches by delivering impactful marketing strategies that require minimal client effort. Services include newsletters, pen-written cards, and letters, all designed to effectively engage target audiences. With a mission to help businesses grow efficiently, Profit 911 offers a unique approach that combines traditional direct mail methods with modern tracking techniques, ensuring measurable results for their clients.