Outsmarting Goliath: How to Achieve Equal Footing with Companies that are Bigger, Richer, Older, and Better Known
Publisher: Blackstone Audiobooks
Date: September 2009
Duration: 7 hours 52 minutes
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.