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

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

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  • ISBN-13: 9781470890162
  • Publisher: Blackstone Audiobooks
  • Release Date: Jul 01, 2013
  • Edition: Unabridged
  • Pages: 0 pages
  • Dimensions: 5.25 x 5.75 x 0.75 inches

Overview

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 confidence Projecting a big image without hiring more employees Capitalizing on the Internet as an equalizer


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