By Shara Lessley
You won't spot a Jared M 24K leather jacket on the tube anytime soon--that is, unless you happen to see Indiana Pacers star Jalen Rose wearing one during a post-game interview. That's because the company's president and founder, Jared Margolis, doesn't do commercial advertising. "My clients are walking billboards--ones who get paid millions of dollars to endorse other products," explains the 25-year-old entrepreneur. "Basically, they are my marketing strategy."
OK, we know most of you don't list celebrities like Chicago Cubs outfielder Sammy Sosa on your client roster. We also know Margolis' designs--custom-made suits costing from $900 to $25,000 and leather jackets that hit the $50,000 mark--aren't within the average consumer budget. So what's to be gained from looking at this entrepreneur's anti-marketing approach? Something you can afford: A lesson in generating business through referrals.
Since fitting his first client in 1993, Margolis has relied on his "straight-up, honest" business approach to bring in new clients. In every deal, he makes customer satisfaction a top priority. Take, for instance, an order Margolis received from NY Knicks point guard Chris Childs. "He needed me to make him a linen suit in one day," says Margolis, "and that's pretty much what we did."
Margolis' positive attitude pushes him to go the extra mile. If a prospect can't make it to his Bay Harbor Islands, Florida, showroom for a fitting, the entrepreneur isn't fazed: "If it's necessary to go to them, it's my pleasure to do so," he says.
Margolis' advice: "You can count on one person only . . . yourself. You start something, you finish it. Never take a [customer] for granted because you don't know who [you] may be dealing with and what that person could bring you." For Margolis, it's just that simple.
Jared M, (305) 867-1544, firstname.lastname@example.org