Review
Entrepreneurs anxious to wrestle customers away from behemoth corporations will find a gold mine of guidance in this excellent resource. --
Today's LibrarianIt provides small business owners and aspiring small business owners a plethora of marketing weapons to use against larger competitors. --
FortThe author's insight into the needs of independent merchants in this time of accelerating change is remarkable. --
Oklahoma CityThis book has it all. Common sense ideas you can use right now, technology tips for the future, and an easy-to-read, motivating style.
Outsmarting Goliath is a must-read for every small business owner who doesn't want to stay small. --
Don Taylor, co-author of Up Against the Wal-MartsThis is not just a good read, but a handbook for coping. --
FullTraverso provides small business owners with an artillery that includes tips on planning shrewdly, cultivating image, and marketing. --
Tradeshow News
Product Description
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 products and services that better address their needs. With these proven how-to strategies, small upstarts will capture more clients and challenge the Goliaths!
How to go Toe-to-Toe:
* Choose a name and location that scores big in consumer confidence
* Project a big image with a small staff
* Use everyday materials--billing, status reports--to build your image
* Produce major league marketing materials
* Capitalize on the Internet as the great equalizer
* Learn when to go with your strengths and when to seek assistance
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