Last week I had lunch with an old friend who has taken a marketing job with a Silicon Valley high-tech company. We talked about building customer loyalty in the toughest and most cutthroat market environment in recent history.

He smiled as he told me the story of how, in his first few weeks on the job, he has been deluged by visits from advertising sales reps who want him to push business their way. His most recent experience was with an enthusiastic sales rep who arrived at the appointed time, introduced himself, then fired up his PC and let fly with a 27-slide presentation touting the benefits of his company's advertising offerings. My friend was amused by the experience, since the sales rep never bothered to understand what my friend was trying to accomplish with his shrinking advertising budget. PowerPoint Man missed an opportunity.

In the days before PowerPoint, salespeople had conversations with customers. They got to know each other and when appropriate they scribbled notes on the whiteboard or on a paper napkin over lunch. It was an interactive experience, with each party contributing to what might be a solution to the customer's problem. And the process helped create mutual understanding and respect. Still does.

Then someone discovered PowerPoint, which is great for charts and attention-getting graphic images. It's an even better crib sheet tool when the messenger doesn't have the faintest idea of what he's talking about. Let's face it: Real men don't use the PowerPoint crutch. When our president addresses the American people he looks them straight in the eye and tells it like he thinks it is; ditto for the secretary of defense at his press briefings.

Straight talk.

Next time a salesman calls on you for the first time and starts to hook up his PC, ask him to put it away and talk instead. Who knows? It might be an informative experience, for both of you. What a grand day it is.

When Frank isn't scribbling on a whiteboard or a napkin, he can be reached at fburge@cmp.com.

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