From Mag­got-boy to Mil­lion­aire

Anglers Mail - - Anglers -

ROGER SURGAY and Used Tackle changed the face of the fish­ing tackle in­dus­try for­ever, and it all started from a pocket money job as a mag­got-boy in the 1980s.

This is the story of how a lad from a Not­ting­ham hous­ing es­tate who left his lo­cal com­pre­hen­sive with no qual­i­fi­ca­tions, and was mar­ried with three chil­dren at the age of 22, turned a love of fish­ing tackle into a multi-mil­lion-pound em­pire by dis­cov­er­ing a niche in the mar­ket and then work­ing as if his life de­pended on it.

When he be­gan, he had to put broom han­dles in his tackle shop win­dow on a Sun­day when he took all his stock to sell on the mar­kets, so that peo­ple pass­ing didn’t think he’d closed down.

And in the hey­day of Dragon Carp he had five phones ring­ing non-stop with or­ders, post­men strug­gling to de­liver huge sacks brim­ming with mail, and was get­ting through a thou­sand reels of brown tape a week send­ing out parcels.

An el­derly lady whose phone num­ber was one digit dif­fer­ent got so fed up with wrong num­bers ask­ing for Roger that she had it changed.

But it was go­ing to China and se­cur­ing rock bot­tom prices for tackle that brought the big brand names to their knees, lead­ing one to pro­pose they all pay Roger to re­tire.

This book takes you on that jour­ney, ex­plain­ing how he did it, the rules that he ap­plied to busi­ness that en­sured his suc­cess, the psy­chol­ogy be­hind his sell­ing tech­niques, and how he has built a new em­pire since sell­ing to Sports Di­rect that dwarfs his pre­vi­ous achieve­ments.

Roger’s knack is know­ing what peo­ple want be­fore they know it them­selves, and then he’ll sell it to them for a ten­ner.

£10 from Roger on 07831 771183 or www.calm­pro­duc­tions.com

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