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Outsmarting Goliath
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Outsmarting Goliath

How to Achieve Equal Footing with Companies that are Bigger, Richer, Older, and Better Known

Description

Outsmarting Goliath confronts this paradox: Many of today’s consumers—potential customers—turn automatically to brand name products and services, forgetting that the well-advertised brontosauruses often deliver one-of-our-sizes-fits-all service and impersonal sales help. Yet a single phone call, a cleverly crafted letter, a stunning catalog, winning ad, or a well-prepared face-to-face presentation can change a customer’s perception. In those crucial situations, the small up-starter can use the tips in this book to capture more clients and give Goliath a headache. Highlights include:

Choosing a name and location that bolster consumer confidenceProjecting a big image without hiring more employeesCapitalizing on the Internet as an equalizer

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Due to publisher restrictions we are unable to offer this audiobook via membership credits. To help combat restrictive licensing for our customers, we've lowered the price of this audiobook as much as we can.


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