The single most important activity on which you should spend time outside the office is getting more customers." So reads the gospel according to James Jeffries in his newly released primer for budding bookmakers, entitled The Book on Bookies. Here's J.J., who claims to have run a large Southeast book for several years in the 1990s, on how to build a solid client base of wagerers.
?Think links: "Whether it is on the fairway or in the clubhouse, most [golfers] will enjoy a friendly wager from time to time. You should be discreet when divulging how you make your living, but a cell phone call from a cart while the other three are deciding which club to use will start the conversation."
?Scour the pubs: "Select a few bars in different parts of your city and become a regular.... I am not talking about a T.G.I. Fridays or Chilis. I am talking about real bars. You know, the kind where when you walk in you can't see anything for a minute or two until your eyes adjust.... Go in, sit at the bar, and begin watching television. When you curse a basketball player for missing a free throw when his team is up by 17, the gamblers in the joint will know why you are upset Most likely they will be the ones to bring up sports wagering. 'Who ya' got?' is a common opener. When you reply, 'I've got something on every team,' the conversation is started, and pretty soon you have another reason to visit the bar: Settle-up day."
?Create good word of mouth: "The best thing you can do to expand your client list is continue to treat the customers you already have with respect, courtesy and professionalism—and to always pay in full, on time and in cash. People like to talk, especially when they just spent their lunch break picking up a sack of money...."