donderdag 28 november 2013

Now, Build a Great Business!: 7 Ways to Maximize Your Profits in Any Market - Mark Thompson, Brian Tracy

Editorial Reviews
From Publishers Weekly
Thompson (Success Built to Last) and Tracy (No Excuses!) offer easy, tried-and-true ways to think about and plan organizational growth, especially in tough economic times. In seven steps (with a chapter devoted to each), the authors identify sustainable strategies for attracting customers and recruiting better leaders. They share seven simple questions that leaders ask themselves and provide helpful checklist exercises on a variety of key topics including creating a great business plan, designing an effective marketing plan, and creating a good customer experience. In addition, they explore how to perfect the sales process, and their chapter on recruiting and motivating employees offers valuable advice on a tired subject--utilize the "SWAN formula" (hire candidates who are Smart, Work hard, are Ambitious, and are Nice, positive people); establish expectations; and manage by objectives. While much of what's covered is simple and straightforward, readers will find the practical aspects and clear organization of this book particularly useful. (Nov.) (c)
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Thompson and Tracy offer easy, tried-and-true ways to think about and plan organizational growth, especially in tough economic times...valuable advice Publishers Weekly
No one can give you clearer advice about how to run a great company than Mark Thompson and Brian Tracy. Now, Build a Great Business! is the perfect prescription for a much more profitable and personally rewarding business. Here, for example, is a checklist from the book on how to develop a great marketing plan.

1. What exactly do you sell, defined in terms of what your product or service actually does to improve the life or work of your customer?

2. What is your competitive advantage? What are the core competencies that make your product or service superior to anything else available?

3. Describe your ideal customer. Who wants, needs, and is most willing to pay for the benefits provided by your product or service?

4. What are your most effective marketing methods? How do you attract the greatest number of qualified customers?

5. Who or what are your biggest competitors in the sale of your products or services, and how do you differentiate your products or services from those of your competitors?

6. How can you encourage your customers to participate and contribute more to your company's marketing and product development? How can you create a community for your customers to share ideas, enthusiasm, and challenges in your market?

7. What changes could you make in your products, prices, promotions, places, positioning, packaging, or people - the seven P's of your marketing mix - to make your offerings more desirable to your target market?

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