The other day I received the following email addressed to

I'm interested in selling your hats through our network of stores. I think they'd be a great fit.

We work with thousands of department stores, apparel and accessory retailers, large chains, mail-order catalog companies and Internet shopping sites.  We need a larger variety of hats they can choose from, hence my email to you. Of course, you can pick and choose who you want to work with.

If you're interested in selling your hats to more stores visit us at We guarantee sales.  


David Xxxxxx

Director of Merchandising

He wants to sell… my HATS.

Clearly this is a case of technology used poorly. He probably did a Google search for hats and just grabbed every site he found. Or he had some bot do it for him automatically, and then he didn't bother to look through the list and cull out those sites that obviously didn't fit (that's a joke…hats…fit…get it?).

A simple and quick lesson, though. How many times do we only half listen to our customers and prospects? Or we hear what somebody is saying but miss the intent?

Want to buy a hat?