Harley-Davidson developed some new sales tools for their dealerships and they needed to get the individual dealers on board. This is a tough crowd so there is no better way to sell them than to let them hear from their peers. The crew and I flew all over the country to interview dealership owners, salesmen and customers.
People ask me if I have a secret for getting people to open up: yes, I give permission to the inner geek. Anyone worth interviewing has one so I try to start by finding the right interviewee; next I zero in on the little man or woman inside. I love talking with people about topics about which they are passionate.