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Guest post by: Scott Mader Become an Author

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In my efforts as a local store marketing mentor to restaurant franchisees and franchisors, I often find myself prodding them them to "make a connection" when they are visiting someone for the first time. Here's a quick illustration...

Recently, my brother was in Manhattan on business. As he stepped off his cab, he had two blocks to walk to his destination. He is often approached by people begging for money and this time was no different, a man made his way toward him-but this beggar was different.

The beggar extended his hand to reveal four quarters,and asked my brother, "Can you give me a dollar bill for these four quarters?" My brother paused for a moment, took the four quarters and handed the man a dollar bill.

A moment later, the beggar smiled and said, "Sir could you spare a quarter?"

Make a connection.

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