Navajo Marketing

"We are never going to be rich, because we are too honest." That is what Jana says when the checkbook is low on funds. I always disagree; not about never being rich, but about being too trustworthy. I have heard Barry tell some whoppers, so I think I am on firm ground. In fact, after watching him at the trading post for several years, I think Barry's stories easily rival anything I have ever seen Duke concoct, and Duke is an undisputed master. As for me, whoppers are not in my skill set, but I have been known to creatively interpret the facts and conveniently forget an important occurrence.

Lately, I have begun to suspect the primary impediment to our success has nothing at all to do with honesty; the problem is that Barry and I are just not bright enough to effectively cope with the machinations of these Navajo artists. As an example, for the past several months I have been haranguing Lorraine Black to make us a really creative weaving. I have even gone so far as to get out the photograph album, point to certain baskets she has woven in the past and say, "See, like this, really inventive, really spectacular and really well done." There are times when Lorraine brings in baskets so beautiful they make me want to cry. That is what I was after, and she was not scratching my itch.

Then, about a week ago, she walked in with exactly what I wanted; a basket so stunning I felt my heart skip a few beats. As she put the weaving on the counter and told me her price, my heart stopped altogether. "What!" I exclaimed, thumping my chest to restart the old ticker before darkness enveloped me.

"Look," she said, pointing to the basket. "This is your wife and kids in your truck. Can you see there are three children and they all have red hair. And there you are, standing outside the truck, where you always are, because all you do is work and your family goes everywhere without you." Leaving aside the fact that only two of my kids have red hair, I was very impressed with the accuracy of her commentary and the likeness of the truck, wife and offspring.

She went on to point out that she had also included a representation of Barry's Toyota van with Barry and his family; all inside the vehicle. A very good likeness I had to admit. Lastly, she said, "And here is my truck with my kids. Can you see? That is why I have to ask that price."

Well, I had to admit she had us over a barrel, what would we do if the weaving found its way to another trading post? I could just hear one of the Foutzes saying, "And look at this basket, it has those two clowns from Twin Rocks in it. Isn't it a gas? Can you believe they wouldn't even buy it for themselves. What goofs they are!" While Barry looked the other way, pretending not to notice so he would not have to take responsibility for the huge purchase price, I wrote the check.

If that had been all, I probably would have continued in blissful ignorance as I polished the glass and swept the porch. But then Julia Deswood came into the store. Although she was equipped with two weavings, she only showed Barry the lesser quality rug. After stripping him of a little cash, she promptly went to the Cafe, laid out the better weaving on the table and set up a retail operation, soliciting the restaurant patrons. When Barry heard of the assault on our clientele, he rushed next door and purchased the second, better rug; all the time wondering why she had not sold him both weavings. The answer seemed obvious to me, Julia was just trying to improve her cash flow and applying the old business adage, "A little competition never hurt anyone."

Then, to top off the week, Elsie Holiday stopped by to chew the fat. As she explained that we had all been witched and how it had taken a special ceremony to remove the curse, I was truly impressed. I had been wondering why business had taken a sudden turn for the worse. She assured me that things would now be much better, and summed up with, "So, can I borrow a hundred?" What was I going to do, risk losing all that good medicine? She walked away with the money.

I am hopeful that Barry and I can withstand the financial strain placed on us by all this creative marketing. If not, maybe Lorraine, Julia or Elsie will offer us employment.


Sincerely,
Steve