Welcome to the 2nd edition of Small Business Marketing For Dummies,
updated for faster and easier use by the millions of small businesses
that comprise the vast heart and soul of today’s business world. Since Small Business Marketing For Dummies first hit bookshelves in 2001, I’ve
visited with hundreds of small business owners to learn how they’ve used the
book, what they’ve found most useful, and which marketing issues they con-
tinue to find most pressing.
Most salespeople would agree that the bottom line in sales is closing the deal. If
everything goes great and you do everything perfectly, yet you do not close the sale, you
were unsuccessful. Nothing was really accomplished, and no money was made. On the
other hand, if you do everything wrong, yet you close every sale, then from a financial and
business standpoint, you are successful. That is why people who are closers are held in
such high regard in the club business.
Compare this to the quarterback who comes in and throws the...
In my small business consulting experience, I have noticed a similar
attribute that is common in most entrepreneurs and business owners. Most are
“doers” rather than “planners.”
In reality, being a doer is perhaps the ultimate mark of a successful person. It’s
what makes entrepreneurs a rare breed. Rather than thinking or wishing, they
get out there and make something happen.
he basic aim of every business is to enhance stakeholder value. Whether you
are keen on generating a huge response from a newspaper or magazine ad, a
direct sales letter, or an Internet site, the basic fact you need to realize is
"What is it that makes your business tick?"
A chief and extensively used form of marketing communication tool is the sales
letter. It can construct your client base and increase your sales.
What is so special about sales letters that are always read? What is it about the
sales letters that sell products? What is the secret to...
The small business world is evolving. Competition, the emergence of the internet, and mergers and acquistions have forced small businesses to rethink their marketing strategies. With the recession, small businesses are it harder to compete. Many small business owners are asking themselves "How do i ression-proof" my business? The answer is: Make marketing your first priority
This full-color, seminar-in-a-book presents a proven plan for maximizing your online profits by leveraging the top three services: eBay, Yahoo! and Google. You’ll learn to: expand an existing eBay business to reach millions of targeted buyers; Open a Yahoo! store to build a thriving direct-to-customer business; and send more customers to their online retail business with improved search engine placement and targeted adword buys using Google.
Basic Principles Make You a Smarter Negotiator : The way that you conduct yourself in a negotiation can dramatically the outcome. I've been teaching negotiating to business leaders throughout North America since 1982 and I've distilled this down to five essential principles.
By learning how to “dial for dollars,” you can transform
the telephone that’s already sitting on your desk into a virtual
money-making machine with unlimited potential.
Throughout this book, the terms telemarketing and telesales
are used interchangeably. However, some people define
telemarketing as the use of the telephone to make contact with
prospects, whereas telesales involves actually moving the pros-
pect further down the sales cycle or sales pipeline. The skills
required of a telemarketer and/or telesales professional, as you’ll
soon see, are identical....
CHAPTER 19 MANAGING PERSONAL COMMUNICATIONS: DIRECT MARKETING AND PERSONAL SELLING. Today, marketing communications are increasingly seen as an interactive dialogue between the company and its customers. To make the sale to customers, marketers must work hard and work smart. Companies must ask not only "How can w e reach our customers?"
If the organisation lives up to the values expressed in its mission statement, acts in accordance with the principles derived from it and meets the standards it generates the organisation will be securing its morale and strengthening its reputation. If, on the other hand, it fails to live up to these values, it leaves itself open to charges of hypocrisy, weakness and/or ignorance from inside and outside the organisation: morale will be low and reputation shaky
In this chapter, you can get a feel for eBay’s hum- ble beginnings and see what happened along the way to make it such a market leader. You willalso learn some basic auction terminology (for instance, what a regular auction is as opposed to a reserve price auction) that will make reading this book and going on eBay much easier to understand. Finally, you’ll read about the new phenomenon that is sweeping the on-line auction world, the eBay drop- off stores, which are in no way affiliated with eBay. These stores take in your items, much like a con- signment...
In an ideal world, marketing and sales create a shared
go-to-market strategy that focuses on customers, not
products. In this world, marketing creates demand with
the right kinds of (profitable) prospects as well as promoting
the brand, and sales has the insight and selling
tools it needs to close those sales. This foundation of
joint ownership and continuous information sharing is
enabled by accessible and flexible technology.
As the editor of this book, I would like to give you some tips on how to make the best use
of the information you will find here. Because you are considering a career change,
you already understand the concept of managing your career for maximum enjoyment
and self-fulfillment. The purpose of this book is to provide expert tools and advice so
that you can manage your career. Inside these pages you will find resumes and cover
letters that will help you find not just a job but the type of work you want to do....
Radio was born from the convergence of many inventions and technologies
more than a hundred years ago. To make sense of the current
media changes it pays to study the lessons of history. The same trends
reoccur with the convergence of old and new media and technology in
the digital domain as they did in the past. Those who understand them
will make good decisions about the future.
Drum Up Business
Many years ago, a large American shoe company sent two sales representatives out to different parts of the Australian outback to see if they could drum up some business among the Aborigines.
Destinations are some of the most difficult entities to manage and market, due to the complexity of the
relationships of local stakeholders (Sautter and Leisen,1999). Managing and marketing destinations
is also challenging because of the variety of stakeholders involved in the development and
production of tourism products. The destination experience is essentially comprised of regions,
resources and amalgams of tourism facilities and services, which often do not belong to
We know that sales results are activity driven. In an inside sales or prospecting initiative the focus is often on the
number of dials, number of connects, number of proposals, etc. Although this strategy allows us to keep salespeople
busy, it does not always put qualified prospects into the pipeline.
Genuine prospecting requires that salespeople do more than just talk to a decision-maker. They have to make some
headway into the relationship. They need to do some telling and some listening. They need to advance the sales
process or determine that no advancement is reasonable right now.
There are many methods used by top producers, several of which will be discussed over
the next 23 pages. These tips and techniques will make the difference between closing
every sale and missing every sale. If you follow the advice in this Underground Letter, you
will see a marked improvement in your closing percentages. Some strategies may be
unorthodox, some may seem silly, and some may seem a bit overbearing, but they all have
been proven to close sales .
The continuity style deliberately sets out to make the camera, camerawork and editing invisible or,
at the very least, unobtrusive. The events on screen seem to take place within a world of their own.
They look as though they have simply been captured by some kind of unseen observer, who just
happened to be watching and recording the action from convenient and suitable positions or
angles. This is the key to the continuity style; its ability to tell a story whilst at the same time hiding
the storytelling mechanisms themselves. ...
Top Telemarketing Techniques is all about using the tele-
phone to enhance sales, fostering better relationships with cus-
tomers, and how to make it easier to target prospects. Much of
what you’ll be reading within this book focuses on building the
skills you need to become a top-notch telemarketer or telesales
professional, whether you’re engaged in inbound or outbound
telemarketing. Depending on what type of business you’re in
and what your job responsibilities entail, how you use the tele-
phone will vary.