Outsmarting Goliath: How to Achieve Equal Footing with Companies That Are Bigger, Richer, Older, and Better Known

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Business owners, consultants, free-lancers, and other entrepreneurs are all looking for easy-to-implement, cost-efficient ways to go up against the big guys. They can now get tips from an expert -- Debra Koontz Traverso -- an entrepreneur herself who coaches others to success. This book gives them a powerful equalizer for winning business that would traditionally go to players with bigger staffs and established reputations.Despite the splash created by big budget ad campaigns, the fact remains -- big business can't always do the job. Its Achilles heel? One-size-fits-all service coupled with often inexpert sales help. Outsmarting Goliath helps small businesses defeat larger competitors.This book shows how a single phone call, a cleverly crafted letter,an impressive catalog, a winning ad, or a skillfully prepared face-to-face presentation can influence customers to abandon big brand name products and services and embrace small business products and services that better address their needs. With these proven how-to strategies, small upstarts will capture more clients and challenge the Goliaths!

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Traverso is a former journalist. She is co-founder and vice president of a management consulting firm headquartered near Washington, D.C. She lectures at Harvard University in crisis management, communications, and news media operations.