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

By Debra Koontz Traverso
A Cedar House Audio Production
Read by Anna Fields

7.87 Hours 06/01/2001 unabridged
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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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Summary

Summary

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

Editorial Reviews

Editorial Reviews

“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-Marts
“Entrepreneurs anxious to wrestle customers away from behemoth corporations will find a gold mine of guidance in this excellent resource.” Today’s Librarian
“Anna Fields’ narration captures the essence of the life coach in this self-help book. Providing sensible business information, along with concrete, no-nonsense suggestions, and practical advice, this is clearly a usable resource. A humorous tone is used appropriately as self-effacing humor is injected throughout…Practical in all respects, this little reference will make you and your small business grow exponentially.” AudioFile

Reviews

Reviews

Author

Author Bio: Debra Koontz Traverso

Debra Koontz Traverso teaches crisis management and prevention as an adjunct professor at Harvard University. She is a small-business consultant serving as the small-business expert for Workingwoman.com. Her book, Outsmarting Goliath, provides strategies to help small businesses defeat larger competitors. Traverso is copresident of WriteDirections.com, a company that offers consulting and teleclasses in business and personal writing. She lives in the Washington, DC, area.

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Details

Details

Available Formats : Digital Download, Digital Rental, CD, MP3 CD
Category: Nonfiction/Business & Economics
Runtime: 7.87
Audience: Adult
Language: English