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Debra Koontz Traverso

Outsmarting Goliath: How to Achieve Equal Footing with Companies That Are Bigger, Richer, Older, and Better Known

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ISBN: 1576600319, 9781576600313
Издательство: Bloomberg Press
Год издания: 2001
Страниц: 272
Big and proven strategies for small businesses. Business owners, consultants, freelancers, and other entrepreneurs are all looking for easy-to-implement, cost-efficient ways to go up against the big guys. They can now get tips from an expert--Debra Koontz Traverso--an entrepreneur herself who coaches others to success. This book gives them a powerful equalizer for winning business that would traditionally go to players with bigger staffs and established reputations. Despite the splash created by big budget ad campaigns, the fact remains--big business can't always do the job. Its Achilles heel? One-size-fits-all service coupled with often inexpert sales help. Outsmarting Goliath helps small businesses defeat larger competitors. This book shows how a single phone call, a cleverly crafted letter, an impressive catalog, a winning ad, or a skillfully prepared face-to-face presentation can influence customers to abandon big brand name products and services and embrace small business...