Outsmarting Goliath

Outsmarting Goliath

By Debra Koontz Traverso
$16.95
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“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

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