He’s the man who could likely sell a ketchup popsicle to a woman in white gloves and that’s the inspiration that keeps Funny Car racer Jerry Toliver in the hunt.

Activating a new deal is half the fun. Securing the funds to maintain a top level operation is the other.

“There’s no secret to it,” Toliver admits, when asked about his secret of success. “We have certain attributes out here that apply to certain companies. Our fan base and the direct access to them is a huge part of being able to sell the sport to sponsors. That’s why you see so many companies out here taking the recruiting approach whether it’s military or labor unions. Anytime you can reach out and touch your customer that’s a good thing. It’s basic principles and I always try to understand what that company is looking for and target that. He’s the man who could likely sell a ketchup popsicle to a woman in white gloves and that’s the inspiration that keeps Funny Car racer Jerry Toliver in the hunt.

Activating a new deal is half the fun. Securing the funds to maintain a top level operation is the other.

“There’s no secret to it,” Toliver admits, when asked about his secret of success. “We have certain attributes out here that apply to certain companies. Our fan base and the direct access to them is a huge part of being able to sell the sport to sponsors. That’s why you see so many companies out here taking the recruiting approach whether it’s military or labor unions. Anytime you can reach out and touch your customer that’s a good thing. It’s basic principles and I always try to understand what that company is looking for and target that.

"You have to do your research but it always helps to know someone on the inside too.”

Toliver has settled into a role of hired driver and while he hasn’t ruled out one day returning as a team owner, he’s content with his current situation.

“I’m happy where I am at because the Dunns are wonderful people,” Toliver said. “If I can bring money to the team, I’m happy with that. I’m still working every day to find more money to bring in. We’re working together as a team and that’s how I plan to work from here on out.”

The Dunns have partnered with a master pitchman.

Toliver’s drag racing sponsorship checklist is impressive. He’s marketed comic books, pitched professional wrestling, kicked off a razor campaign and most recently an energy drink.

Each program ran its course with the exception of the energy drink program which was squelched when Coke assigned their energy drink division to the title role in NHRA racing. That decision eventually led to the demise of multiple energy drink sponsorships.

Toliver now pitches Canidae pet food for team owner Jim Dunn.

“They are great company and they have 5,000 independent distributors,” Toliver explained. “This program is a great way for Canidae to reward their distributors as well as get the word out about the product.

Is there a product that Toliver is incapable of pitching? Toliver believes he’s up to any challenge, including pitching Victoria Secret underwear and lingerie, it appears.

“Oh yeah,” Toliver said, laughing. “I’d even wear the product if I had to.”

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