Outsmarting Goliath: How to Achieve Equal Footing with Companies that are Bigger, Richer, Older, and Better Known
About this audiobook
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 equalizerRatings and reviews
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.
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.
