October 1974, I incorporated as Broward Business Services, Inc. and agreed to pay 160K for Ding-a-Ling Answering Service with 50K up front leaving a note of 110K to pay off; it was everything I had. The next day Dorothy and I walked into our new office. I remember the awkwardness surrounding those first calls. We didn’t have a clue about the intricacies of this business. We were just flying by the seat of our pants. Regardless, it felt great to be back in business even though it wouldn’t be for another two years before I could earn enough to take a salary. The main thing this small company need- ed was new clients. It took constant market- ing to attract potential customers. The cost of finding a new client was expensive. When you subtract the cost of marketing it takes months before a new client is profitable. The quality of our service had to be impeccable to keep them. Our mission was to provide live operator services at a competitive rate, 24 hours a day, 365 days a year, rain or shine, at a competitive rate. We were especially needed when there were big storms or power blackouts. Everyone depended on us — doctors, service people, and all kinds of trades. At first, nothing was easy. Within a week of the purchase, my heart fell. I’ll never forget that experience. Mrs. Zac, my new account manager at the phone company, was the cause of the anxiety. I never met her in person. By this time I was a seasoned businessman, and all of it was face-to-face. Suddenly, I had no choice, everything was done over the phone.
It was a new era, and I wasn’t sure I liked it. Frank Brook’s advice went against every- thing I had assumed I knew. I grew up think- ing that after you had prayed to God, you prayed to the telephone company. It would never have entered my mind that I could negotiate with AT&T and prevail. The next time Mrs. Zac called she was virtually speechless when I told her I was not about to give her a 20K deposit. After regain- ing her composure, she said, “If that is the case, we will need a bond.” I did some research with my bank and found that a bond would have cost me about $300. Emboldened by my discussion with Frank, I turned her down on that, too! What she didn’t know was that after the purchase I didn’t have ten cents to give her anyway. I never did pay a deposit, but those were anxious days worrying about if they would come to pick up their equipment. That was the beginning of my education in the telephone business. Over time, Frank and I became close friends and eventually partners. DING-A-LING Ding-a-Ling is a funny name for a business. Cute and memorable, the perfect name for advertising. The first switchboard was installed at the home of Frank and Carol Brooks. As soon as it was, a vigil began, babysitting day and night. One time, Carol, came home after three weeks in the hospital and Frank simply propped her up to make it possible to reach the switchboard, then he went out to sell more clients.
Brooks Brothers Car with Ding-a-Ling sign
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Happiness is Ding-a-Ling
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