My Zebra Jacket
I have a black jacket that has zebras all over it and I usually wear it when I’m speaking.  I do this to remind everyone that one of the best ways to sell is to include a "zebra" in amongst all the "horses’.

In This Case
A "zebra" can be an unusual plant or planter, a prop next to the Holiday tree, or an orchid color bowl.  A "zebra" is anything that grabs the client’s attention.  Something they can’t get out of their minds and the "hook" that gets you the job.
 
The Story  
To illustrate I’d like to tell you a story.  Years ago my IP company was asked to come up with a design for a small strip shopping center.  The main focal point was the inground planter that surrounded the elevator.  This all happenend many, many years ago when Southwest Design was just starting.  Now, I traveled quite a bit at that time so when I saw the colors chosen, turquoise, beige and deep rust, I knew that they were going Southwest even though we were in Ohio (Southwest Ohio though). 

Four Other Bidders
All five of us were told, "the best design gets the job, not the lowest price".  The day of the Presentation, while the other companies waited outside, I was ushered into a room with 6 people seated around a conference table.  I went through my pitch, talking about  the terra cotta planters and the Southwest theme I wanted to use.  Couple of the decisionmakers smiled and I thought I was doing pretty well.

Bring Out the Zebra  
Then I explained that I intended using needleless cactii and succulents and they all nodded.  I continued.  " And, of course,……….tumbleweeds. "  Instantly, 6 pairs of eyes blinked and then opened wide.  "Tumbleweeds?," said the Boss.  "Yep, tumbleweeds, I replied.  You can’t have a real Southwestern design without tumbleweeds.  Not only that, I said, but you will be the only place in all of Cincinnati to have them.  Heck, they might be the only ones in all of Ohio."

Set the Hook
Well, that did it,  They couldn’t get the image of tumbleweeds out of their heads.  We got the job and we definitely were not the low bidder.

The Hard Part
The installation went off without a hitch.  The hardest part turned out to be two weeks earlier as I chased a couple of tumbleweeds down a Las Vegas street in a pretty brisk wind.  Who knew they were so prickly?  Still, I managed to catch them, box ‘em up and ship them to Ohio where they "lived" for years.

Let’s hear it for the Zebras.