Outsmarting Goliath: How to Achieve Equal Footing with Companies that are Bigger, Richer, Older, and Better Known Audiobook, by Debra Koontz Traverso Play Audiobook Sample

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

Outsmarting Goliath: How to Achieve Equal Footing with Companies that are Bigger, Richer, Older, and Better Known Audiobook, by Debra Koontz Traverso Play Audiobook Sample
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Author: Debra Koontz Traverso Narrator: Anna Fields Publisher: Blackstone Publishing Audio Length: Release Date: October 2009 Format: Unabridged Audiobook Delivery: Instant Download ISBN: 9781481561136

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

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Quotes

  • “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

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About the Author

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.

About the Narrator

Kate Fleming (a.k.a. Anna Fields) (1965–2006), winner of more than a dozen Earphones Awards and the prestigious Audie Award in 2004, was one of the most respected narrators in the industry. Trained at the Actors Theatre of Louisville, she was also a director, producer, and technician at her own studio, Cedar House Audio.