60 Years of My Little Salesman

We couldn't have gotten here without you.

My Little Salesman 60 Year Anniversary

Where It All Began

The year was 1958. It was the heyday of salesmen, those kings of the open road who traveled far and wide to visit their customers and close the “big deals,” relying on their extensive product knowledge, charm and drive. Salesmen were admired, respected—a man could go from rags to riches simply through the sweat he poured into his territory and the passion he had for his product.

It was a very different time, one when truck or equipment salesmen worked 9–5 and didn’t have cell phones or email—in fact, they often didn’t even have their own phones in their offices. Although they were frequently on the road, communication was limited, as they relied chiefly on pay phones and were only able to see customers in person maybe once a month.

The buyers also had limited options. If you wanted to buy a log truck, a tank trailer or a dozer, you had to visit every local dealer, and then maybe the regional ones. If the regional dealers still didn’t have what you wanted, you bought the regional newspapers or even the coastal newspapers (from Los Angeles, San Francisco, Portland, or Seattle in the West).

You had to call and have the newspaper sent to you—several days after it was actually printed. Then you called the seller, and if it seemed he had what you wanted, you got into a car or possibly on a flight to go view it in person. The entire process was costly, inefficient and behind even the technology of that era.

Dick Pierce and the late Cliff Womack were a part of this industry. They were in the logging business, and they knew hands-on the struggles of keeping a logging operation going up in the mountains, far from the rest of civilization. They saw firsthand the time and money that were wasted when a machine malfunctioned. If a skidder was down or the log trucks couldn’t run, the entire operation stopped. Additionally, looking for the right replacement equipment meant days wasted and money lost.

Something needed to change.

Birth of a [Little] Salesman

In 1958, you welcomed us into your lives when Dick Pierce and Cliff Womack created and published the first My Little Salesman Equipment Catalog. It would showcase trucks, trailers and heavy equipment all in one magazine, and would be mailed to every trucker, logger or construction operation in the Western U.S. This little publication would have greater industry coverage than anything produced before.

The idea was that this little catalog would be the dealer’s salesperson when his live salesperson could not be with the customer. Where his sales team was limited by time or distance, “My Little Salesman” could be with customers anytime, anywhere.
My Little Salesman's First Publication Issue in November 1958

Under Mr. Pierce's guidance, the company focused on delivering the most reliable inventory he could find to targeted buying audiences. Splitting the Equipment Catalog into two in 1978, Pierce created one to focus on Trucks and Trailers and the other on Heavy Equipment.

In the late 90’s to help guide the company into the next phase of growth, Dick Pierce’s son, Jason Pierce, launched MyLittleSalesman.com, driving new services aimed at bringing focused inventory to buyers from the top sellers available nationwide. The tools developed for the internet affected print in a positive way as well creating a blended distribution and real time information used to predict buyer cycles and locations.

In 2017 Bailey Pierce, grandson to Dick Pierce, joined the team as a territory manager selling in the Central United States and bringing a fresh perspective to the tools and methods the company uses to bring top truck and heavy equipment inventory to the most active buyers in the industry.

Three generations of Pierce’s have worked and run My Little Salesman. All three generations value the input and support our customers have given us through the years. We humbly thank you, our customers, readers, and friends, for your support in reaching our 60th anniversary. We couldn’t have gotten here without you.

As we reflect on our history and long working relationships, we look forward to the future--to working with and listening to our clients, evolving our services and tools to streamline processes and improve ROI, and building easier and more automated ways for you to manage, buy, and sell heavy equipment, trucks, trailers, and parts.

Jason Pierce
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About Jason Pierce
Jason Pierce is the second generation of Pierce's to own My Little Salesman. Jason remembers travelling with his dad Dick Pierce on sales trips or visiting him at his office as a young boy. These regular visits with his dad is where Jason learned directly how the business of advertising and marketing is integral to the success of a dealer's business.

Jason has studied and written about the Trucking, Construction, Forestry and Agriculture industries since the mid-1990's; focusing on market trends, opportunities in down markets and how to stay not just focused but positive in these very cyclical industries.

Always fascinated by the new opportunities provided by the industries My Little Salesman serves, Jason is as excited today about his life and work as he was when he was a child learning from his dad. It is the regular interactions with the buyers and sellers of the trucks and equipment that keep him excited. Hearing the way their businesses are changing and seeking new and better ways to meet My Little Salesman's original mission of shortening the buying cycle, easing the purchase, making sure the inventory is there when the buyer needs it is what has driven Jason's work since he started part time work at the company in 1987.

A father of 6, Jason lives in Austin, Texas where he enjoys being with his wife Elena and their kids. They are avid sports enthusiasts, enjoying the Austin weather and life that God has provided for them.

To reach Jason, contact My Little Salesman at 1-800-493-2295.
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