My new yellow pages arrived the other day. I scoured the house for the old yellow pages book so I could toss it in the recycle bin. Once located, I realized that I hadn’t even opened last year’s edition.

What’s happening to the yellow pages? I’ve been using Google instead – that’s the answer.

Before internet, it rarely seemed a bother to open the book and scan for the business listing you were trying to find. Often part of the fun was figuring out what category the business was listed under. I’ll bet we all got caught looking for “motels” and were directed to “hotels”. Or, what about looking up “cars” and being directed to “automobile”? How about “store” and “retail”? Gosh, I miss that cat and mouse game.

I’m not implying that Google takes the fun out of finding business listings – in fact, I kind of enjoy being asked “did you mean…?” I find myself talking to my computer revealing intimately that “of course I meant “pizza” and not “peeza”. That Google is so smart!

I looked at my new yellow pages and decided it will remain on my shelf for another year. There are really good pizza deals and coupons in the back pages.

A visit to my local gas station gave me reason to ponder the differences between sales and marketing. A quick fill-up and run inside for a cup of coffee was that defining moment when Jason, my twenty-something “marketing associate” – as his name tag suggested – offered me a list of add-ons to the fuel and coffee which included ordinary donuts priced at a dollar each in a nearby covered display on the counter.

I complimented Jason on his training in suggestive selling as he persisted that I purchase this high profit donut. He barely grinned but told me he didn’t have any training. He was simply told by his manager that he was supposed to “force this stuff” on customers.

I found our exchange somewhat engaging, and he was a nice kid, so I pressed on and asked about his name tag. He looked down, and I pointed out “marketing associate”. ” Don’t you think “sales associate” is more appropriate?” to which Jason replied “oh, yeah maybe, but ma’am, did you want the donut?”

I paid for the coffee and fuel. As I turned away, another customer walked up to Jason, and as I opened the door, I heard him ask the customer if he wanted a donut. I hope the management of the convenience store gives Jason a “marketing commission” for marketing all of those over-priced donuts.