Nothing Happens Until a Sale is Made

Exploring Three Marketing Principles That Guarantee Success - written by Fred A. Perrotta, forward by H.J. Zoffer, Dean Emeritus, Katz School of Business, University of Pittsburgh
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Story Behind "Nothing Happens Until a Sale is Made"

In exploring the core emphasis of this book, I was intrigued by an article written by John Strege concerning the evolution of the "metal wood" published in "Golfworld," dated February 7, 2003. Historically, the game of golf was dominated by the use of wooden- head drivers, 2, 3, 4 and 5 woods. It was in 1982 that Jim Simons won the Crosby at Pebble Beach, the first in PGA Tour history using a "metal wood." That was the pivotal moment that changed the game of golf forever.

History states that the Currie Metalwood, made in Scotland, was granted a British patent in 1891! Although dozens of "metal wood" designs appeared during the next eight decades, nothing could break persimmon's stronghold on the wood market. Proving that nothing happens until a sale is made, Gary Adams, a golf equipment salesman "sold" the PGA professional golfer, Jim Simons, on using a "metal wood" in 1979! From 1983 to 2001, the wooden-head golf club market share went from near 100% to 0%.

The key message focuses on capturing the essence of three marketing principals, planning, promotion and sales strategy. Most importantly, the anecdotes related to my actual marketing experiences exemplify the need to understand the dynamics of interpersonal relationships. The kicker is that, whatever your profession or nature of business, the principles still apply. The unusual twist is that they extend to your personal level of health and happiness!

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Author - Fred A. Perrotta

With over 40 years of intensive and successful experience in Marketing Management and Sales Development, Fred Perrotta has a career record of establishing market position and increasing sales for several Fortune 500 companies.

Born in Rochester, PA, he attended Geneva College before transferring to the University of Pittsburgh in 1959. In 1958, he completed "boot camp" with the U. S. Army at Fort Jackson, SC, and extended service at Fort Lee, VA. In 1978, Perrotta received an Executive MBA from the University of Pittsburgh.

His career began with a small engineering firm, SEI Engineers & Consultants in 1965. Under the tutelage of its president, Joseph Salvucci, he quickly positioned the company for sales growth through a simplified marketing plan in the Metals, Glass and Chemical industries. In 1973, at Dravo Engineers & Constructors, a $1 billion dollar firm, he attended the University of Maine's Pulp & Paper Summer Institute to learn about the paper industry. With market responsibility in the U.S. and Canada, sales flourished and in 1975, bookings increased over his sales quota by 600%. At Westinghouse, with similar marketing responsibility, sales increased in Perrotta's Pulp & Paper Industry segment from $25 million in 1978 to $46 million in 1980.

In 1981, Perrotta followed his mentor at Westinghouse, Gary Hoover, who was appointed president of ASEA Industrial Systems, currently ABB (ASEA Brown Boveri). He developed and implemented the company's first marketing plan for the metals industry in the U.S. Sales in the first year exceeded $25 million. (continued)

Author - Fred A. Perrotta (continued)

In the 1990's, Perrotta introduced Hoogovens Technical Services' Computer Based, Interactive Training Programs to the Steel Industries in the U.S. The complex processes involved the Blast Furnace, Basic Oxygen Furnace, Continuous Casting, Hot Strip Rolling Mill and Galvanizing Lines were sold to U.S. Steel Corporation. Sales of Computer Based, Interactive Training Programs in the first year exceeded $1 million.

In 2006, at the Katz School of Business, University of Pittsburgh, Perrotta was an Adjunct Professor teaching a capstone course in Marketing Management. Continuing this additional pursuit, from 2007 to 2010, Perrotta was an Adjunct Professor at California University of Pennsylvania teaching Strategic Marketing for Nonprofit Organizations.

In 2000, Perrotta formed a Marketing Consulting company, FAP Consulting, and is currently a Sales Consultant for a major Engineering & Construction firm with a focus on Heavy Industry and Infrastructure including Hydropower Projects on Pittsburgh's Allegheny, Monongahela and Ohio Rivers. Also in play are the Marcellus & Utica Shale field for the Oil & Gas Industry. These Drilling and Midstream firms include IGI Midstream, MarkWest, Hilcorp Energy, Repsol Oil & Gas, CNX Gas, Penn Energy, Marathon Petroleum, Cabot Oil & Gas & EQT Energy. Heavy Industry firms include U.S. Steel, A-K Steel, ATI Allegheny Ludlum, ArcelorMittal, and First Energy.

To capture the history of his era, Perrotta is currently in the process of writing a book, "Little Italy…A Charmed Life and the Value of Relationships."

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"It was especially interesting to me since I know so many of the companies and people you used in your examples."

Thomas J. Usher, Chairman & CEO

U.S. Steel Corporation

"It is clear that this book has not only been written by a successful practitioner, but by someone who has thought about the issues as the train rolled by and has chronicled them for the next conductor."

H. J. Zoffer, Dean Emeritus

Katz Graduate School of Business, University of Pittsburgh

"I could not put the book down. It was enjoyable to read and should have a positive impact on those that want to succeed in marketing."

Richard A. Barcelona, Chairman & CEO

Bailey Engineers, Inc.

"Every once in a while, a book comes along that mixes an analytic description for success in business interspersed with great insight and anecdotal examples. Highly readable!"

Mark E. Mason, General Partner

Oxford Development Company

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