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

© 2009 Blackstone Publishing (Audiobook): 9781481561136

Release date

Audiobook: 28 December 2009