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Article introducing the Friden 1160 to the Friden sales force

Friden's use of the term "Conquistador" was part of its sales force culture. The goal of Friden salesmen was to become a Conquistador, which meant that that consistent exceeded the sales goals for their territory. Every year, Friden held a huge sales meeting at fancy resorts/hotels and showered those invited (the Conquistadors) with fancy food and drink, shows, and bonus awards, as well as sales conferences with the latest product and strategy information to arm their best salespeople with competitive advantages.

Friden News, June, 1969