I spent many years in an Executive role for a sales company. One of our major expenses was customer appreciation in the form of treating them to dinner and a sporting activity.

As an Executive I would take my best customers to a sporting event like a Maple Leaf hockey game. I would expense the cost of tickets ($200), dinner ($150), parking ($20) and after game refreshments ($50).

When I take a customer to the track I can only expense the cost of dinner. I cannot expense the betting and let’s assume we spend $100 each wagering, it becomes a negative experience. So, as a business person am I going to attend the hockey game or the track?

Imagine if we could get the business person to spend that kind of money at the track?

We need a business ticket to attend the races, which includes dinner for two, $100 betting voucher for two, free programs, free paddock tour, meet a driver, etc. Cost would be $300 and the business person gets a ticket so they can expense.

What would the Leafs, Blue Jays, Raptors be without the business customer...

I am sure there are other ideas...most importantly let’s go get some of that business money.

Crusade:

• exert oneself continuously, vigorously, or obtrusively to gain an end or engage in a crusade for a certain cause
• be an advocate for;
• campaign: a series of actions advancing a principle or tending toward a particular end

Until next time...join the crusade!

See you at the track.

Mark