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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“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.”
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AudioFile
About 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.
About Anna Fields
Jennifer Van Dyck has appeared on Broadway in Hedda Gabler, Dancing at Lughnasa, Two Shakespearean Actors, and The Secret Rapture. She has been in new plays by Keith Bunin, Ellen McLaughlin, Catherine Filloux, Douglas Post, A. R. Gurney, and Albert Innaurato. Her film and television credits include Series 7, States of Control, Bullets over Broadway, numerous Law & Order episodes, Ed, Spin City, and The Education of Max Bickford. Her audiobook narrations have won her three AudioFile Earphones Awards.