Book Description

Selling is really about people skills – to be successful in sales, you must be able to cooperate, have good listening skills, and be willing to put others' needs before your own. With selling skills in your arsenal, you'll be happier in a lot of areas of your life, not just in your career (although that will certainly benefit too).

But this guide is not only for traditional salespeople who want career enhancement. It's for all people, because everybody can use selling skills to change or improve their lives. This book is for you if

• You're beginning a sales career, or just looking to brush up your skills.
• You're unemployed and want a job, or you're employed and want a promotion.
• You're a teen wanting to impress adults, or an adult wanting to succeed at negotiation.
• You're a teacher searching for better ways to get through to your students, or a parent wanting to communicate more effectively with your children.
• You've got an idea that can help others, or you want to improve your personal relationships.

Selling For Dummies is divided into sections so you can easily turn to the part that interests you most. You'll find out how to

• Define what sales is and what it isn't.
• Prepare for a sale – everything from knowing your clients to knowing your products – to set you apart from average persuaders and help you hear more yeses in your life.
• Say the right words – and avoid the wrong ones – in each stage of the selling process.
• Separate yourself from the average salesperson by staying in touch with your clients.
• Cope with rejection, a natural part of life, no matter how skilled you become.

Whether you're starting out in sales or have been at it since the beginning of time, this guide offers great information to keep you upbeat and moving forward, allowing you to treat selling with the same joy as you treat your hobbies and pastimes. ... Read more

Reviews (8)

How to be a cheesey, manipulative, successful salesperson
I, personally, run like hell in the opposite direction when I encounter the cheap, manipulative tactics taught in this book.

But let's face it, this stuff works. A lot of people will swallow it hook, line and sinker.

So if you can stomach being considered lower than pond scum by those who can see through this kind of crap, this book can help you become a rich and successful salesperson. Just sell your soul first.

I became a champion sales professional!
I come from a technical background and had no idea what selling is all about. Selling For Dummies taught me everything I need to know about selling, from what to say, how to say it, time management, motivation and everything under the sun that is related to selling! I keep a copy on my desk and use it to write thank-you notes as Mr. Hopkins demonstrates.

As I write this, I have been in the business of selling for little over a year. I have been a steady quota achiever and even won awards for selling above quota. I have read 3-4 other sales book and a heard several sales audio CD's but many other books or audio books assume that you know something about selling.

Read this book first before you read any other sales book.

Excellent for Start up Companies
As a small business owner, I found this book extremely helpful. It really assisted me in formulating both a big and small picture of how I want my business to grow. And, much of the advice is useful not only with regard to selling, but for everyday life. It provides tips on how to persuade without being pushy and uses concrete examples to illustrate its points. It also inspired me to become a great salesperson and business woman. It is written in a clear, concise way that is easy to follow and understand. I felt that sometimes it was overly simplistic and optimistic, but overall, it is well worth the purchase.

No color pictures, but some funny cartoons...
After getting used to seeing color in some of the KISS (keep it simple series) books, this was more stark in contrast. I also don't like being called a "dummy" but I get their point. My husband purchased this book when he was selling homes and it did seem to help him quite a bit. He has now gone on to a even more "sales" oriented position.

I think in a way, we are all selling something. We are trying to sell our ideas, our job skills, etc. If you want to try to persuade everyone to come over to your side then you have "tried to sell" your idea to them.

This book will help everyone who is trying to perfect "the art of selling." Everyday we are faced with situations in which communitcation is essential to our success.

In this book, you will discover how to get others to say "Yes." You will also learn how to handle setbacks. ...

Great Introductory Book into the World of Sales
This book is a great book for someone who is interested in Sales but hasn't really taken the time yet to learn the information associated with it. It does a great job of explaining the different sales techniques in a down to earth manner. At times the chapters can be a bit redundant, but the information that is repeated is important information and helps the reader memorize the different ways to sell products or services. I went through the book with a highlighter and this has helped me gain a good introductory understanding of the Sales world. ... Read more

Book Description

The "master strategist of direct marketing" has enhanced his classic reference with a wealth of proven direct mail strategies for the Internet age. This eagerly awaited edition adds in-depth information on profitable use of the Web for direct response sales, as well as increased coverage of alternative media, infomercials, telemarketing, and database marketing. ... Read more

Reviews (3)

A Must Read for Marketing Professionals
When I first ordered Direct Marketing it sat untouched on my desk for several weeks. At two inches thick (I measured it), I was dreading another boring tome that took a thousand words to say what could have been covered in ten. When I finally cracked the cover, I was pleasantly surprised.

Not only is Direct Marketing devoid of fluff, every word is packed with the insight of a gentleman who has obviously earned his knowledge from the school of hard knocks. As I continued to read the fourth edition of Direct Marketing I found that it is more than a book on direct mail, it's an essential read on marketing in general:

* Nash makes it easy to understand the importance and mechanics of marketing measurement and metrics.

* While emphasizing the accountability and predictability of direct marketing, Nash does not discount general marketing knowledge.

* Nash makes planning practical and concise. The chapter on marketing plans is the best coverage of the topic that I've seen.

* The Internet and other interactive vehicles are fully embraced.

In short, if you're a marketing professional, buy this book.

Definitive, complete, timeless
Mr. Nash, I love this book. I say "love" instead of "loved" because it's not a book you read once. It has become a valuable resource for our company. Thank you.

Best Business Book
Wonderful! Straight to the point. Packed with facts, not fluff. No pipe-dreams. Money making, practical, and thought provoking. There is so much information and advice here, it could have easily been three or four books. Well worth the full price -- a bargain on amazon. Buy it! ... Read more

Book Description

Relationship Marketing: Creating Stakeholder Value extends the analysis of the change in the marketing rationale from a crude concern for increased market share to a strategy aimed at creating long-term profitable relationships with targeted customers.

Offering a cutting edge vision of relationship marketing, Relationship Marketing: Creating Stakeholder Value is a seminal text for all students and managers in the field. With new up-to-date case materials and examples of best practice, the book covers all the stakeholder markets - employees, suppliers, influencers, customers and consumers - for which the relationship approach is critical. It also provides crucial advice on how to develop, integrate and implement the various strands of a successful relationship strategy.

Based on the best-selling first edition of Relationship MarketingComprehensive account of how to develop and implement a winning relationship strategy
Includes frequent vignettes to show how the theory works in practice ... Read more

Book Description

Whether their complaints are about customer-proof packaging, a never-ending voice mail loop, or a purchase that doesn’t live up to its claims, customers are consistently disappointed in their interactions with companies. And while experts say that the creation of "customer experiences" is the new requirement for success, few companies have managed to deliver.

Now, veteran experience consultants Diana LaSalle and Terry A. Britton take businesses from concept to practice, offering a tactical guide to creating value-adding experiences around any product or service—whether the offering is candles or computers, catering services or consulting advice.

The authors argue that most managers remain stuck in a "features and benefits" mentality that zeroes in on what a product does. That focus needs to shift, they say, to what a product or service offers and how it affects customers’ lives. LaSalle and Britton provide a hands-on model for understanding the relationship between value and experience, and then show how companies can leverage that knowledge to transform ordinary products and services into experiences that customers consider extraordinary—even priceless.

Drawing from extensive research and the stories of experience pioneers, the authors introduce new systems—the "Experience Engagement Process" and the "Experience Event Matrix"—businesses can use to:

- Evaluate the entire consumption experience through the customers’ eyes

- Better understand what various customer groups value and why

- Identify areas where new dimensions of value can be added to an offering

- Eliminate customer sacrifice and increase rewards at every stage of the process

- Align products, service, and environment to deliver a complete value experience

- Translate experience creation into bottom-line profits

Lively, practical, and entertaining, Priceless helps managers, marketers, and strategists recognize exactly what customers want and how to deliver it. We’ll never look at what we sell—or buy—the same way again. ... Read more

Reviews (12)

Entertaining and Informative
Unlike most books that stretch out one idea for 200-300 pages, every chapter in Priceless provides powerful tools that you can take away and use to improve the customer experience. This is a must read book for any company that wants to move their product or service from ordinary to extraordinary. It is both an informative and enjoyable read with real life examples of companies that have put these principles in action.

A must read for anyone in business!
This is the most valuable business book I've read in years.
There have been books on value and books on experience, but
this is the first one that connects the dots. What's more
it's understandable. I'm giving Priceless to all my
marketing clients so they can better understand the
recommendations I make and hopefully they'll put the
customer-centric concepts to work in other areas of their
companies.

my comment
Priceless is a good book I recommend people who are interested in marketing to read. The paragraph is easy to read and understand. There are lots of examples in the book trying to illustrate some theories which are hard to explain in words only.

After I read the book, I appreciate some examples very much, only some small adjustments have made, the total result would be different. For example, there¡¦s an example is talking about how the product display on the shelf. Stores always place the products in a very high shelf which customers are difficult to get the one on that top of the shelf. This would waste resources if customers have to ask the staff for help in every time. So that, the store place a ladder near the shelf which the customers could get the product themselves.

The most interesting example in the book is talking about the dessert¡XBanana. The dessert is not a very special one, but it is very expensive and many customers come to the restaurant just for this dessert. This is because the dessert was made in front of the customers. This special serving way creates an extraordinary experience to the customers, and this the dessert seems has a special value to the customers.

To turning the ordinary products into extraordinary experience, one of the critical points is trying to understand the customers¡¦ needs and provide something exceed the customers¡¦ expectation which could delight the customer and make a memorable experience to the customers.

My comment
Priceless is a good book I recommend people who are interested in marketing to read. The paragraph is easy to read and understand. There are lots of examples in the book trying to illustrate some theories which are hard to explain in words only.

After I read the book, I appreciate some examples very much, only some small adjustments have made, the total result would be different. For example, there¡¦s an example is talking about how the product display on the shelf. Stores always place the products in a very high shelf which customers are difficult to get the one on that top of the shelf. This would waste resources if customers have to ask the staff for help in every time. So that, the store place a ladder near the shelf which the customers could get the product themselves.

The most interesting example in the book is talking about the dessert¡XBanana. The dessert is not a very special one, but it is very expensive and many customers come to the restaurant just for this dessert. This is because the dessert was made in front of the customers. This special serving way creates an extraordinary experience to the customers, and this the dessert seems has a special value to the customers.

To turning the ordinary products into extraordinary experience, one of the critical points is trying to understand the customers¡¦ needs and provide something exceed the customers¡¦ expectation which could delight the customer and make a memorable experience to the customers.

Good Value!
For those who think that Value is just about structuring a good financial deal, Priceless by LaSalle & Britton will open your eyes to a wealth of new areas for consideration. I found this book to be very useful and delightfully well written with good examples and checklists throughout. It's an excellent catalyst to broaden the thinking on how to improve the value of a product or service. ... Read more

Book Description

Marketing today doesn't work. Or so says the "Aya Cola," Sergio Zyman, former marketing czar of Coca-Cola and quite possibly the most famous marketing gadfly in the world. Brilliant, irascible, unconventional, Zyman is best known for reinventing the Coca-Cola Company's marketing approach by spearheading the global launches of Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Now, in this brisk and revolutionary book, Zyman shows why old approaches to marketing have lost their fizz--and how to get a jump on the strateies that will work in the twenty-first century.

Zyman explores such topics as:

• Why feel-good marketing is pointless unless it results in sales
• Why marketing is a science not an art
• How a well-honed strategy is more important to success than what ads say
• And much more

Reviews (85)

Great info for all business people
When a colleague handed me a copy of The End of Marketing As We Know It by Sergio Zyman, former chief marketing officer of The Coca-Cola Company, I had two reactions.

One was enthusiasm. I'd learn some things from a real pro and become better at what I do. The second was a wary feeling. Because Zyman is a pro, I was afraid the book would be full of "expert jargon" - over my head, dry, and reading like a textbook.

After reading the book, I'm wholly enthusiastic about it. The End of Marketing As We Know It is a good read - Zyman teaches with plenty of good examples, encourages one to think about one's own experiences and methods, and has an entertaining, conversational tone that keeps the book from becoming dry or "heavy." It's the first book in a very long time that I've wanted to re-read right after finishing it. As someone who writes features for a business magazine and also does PR and advertising, I found Zyman's words relevant and invaluable.

Everyone in business should read this book - and not just the folks in the marketing/advertising department, and not just the big companies. Its content is pertinent to overall business strategy, because it focuses on marketing as a business, or a science - producing measurable results in the form of increased sales rather than merely running some ads that may be appealing and even award-winning but aren't doing anything for the company's bottom line.

Readers will learn why it's important to form a marketing strategy and make regular measurements to test its success. They'll learn ways to position a product - their own and their competitor's - in the minds of consumers. And that continually presenting a brand in fresh and different ways - and in different markets - is essential to keeping sales up. And much more. Whether or not you agree with all of Zyman's methods, this book will definitely make you think and may even rescue you from stale, dead-in-the-water viewpoints about marketing.

Very convincing... Very convincing indeed
THE END OF MARKETING AS WE KNOW IT. It's a great business book to add to your collection. Firstly - what is it about? Why is Marketing going to die? Well - Sergio Zyman explains (and convinces) that the majority of people in marketing these days believe that the only thing they have to do in order to be successful is to simply be creative. What a joke. That is no business, definetely no part of Sergio's business. Rather, Sergio states that the NEW WAY OF MARKETING will be based 100% on results, and getting people to buy more of your product. Winning an advertising award in your company, or merely, knowing that people in your workplace are saying how creative you are - means nothing. If you don't have a strategy, which is aimed at producing better results than you are currently recording - you really need to pull up your socks and realize; that because of people like you - the end of marketing is approaching... rapidly.

When business' are losing market share, and need to cut back on something - a vast array of business first cut money from their marketing department. THis is completely ludicrous, as the only way to increase market share, is to implement a new, or work on the current, marketing strategy. This book goes beyond what a textbook will teach you about marketing. Throw away those Kotler books, because watch out, this Mexican, who is the former CMO of the Coca-Cola company - convinces that results are the only thing business is about - especially marketing.

I really liked the book. It's not too heavy - thats probably why I liked it. However, one thing I would love to ask Sergio is his views on Marketing being a Science. This is the only thing that should have been expained more in depth. Maybe that can be your next book! He backs this up with nothing much at all other than the fact that you must test, test and test again. And that you have to experiment, measure, analyze, refine, and implement. How does this differ to an art?

But, other than that - I really liked it. Enjoy the read, he is quite a character!! I'm off to read the end of Advertising!

Where's the beef
This book by Sergio Zyman is an interesting perspective into the mind of the ex-Coca Cola executive.There are a several nuggets of value in the book, which are based on Sergio's experiences at Coca-Cola. At times he does wax on about things outside his domain of knowledge without throughly researched facts to back up his musings. However, as a perpective of his thought process, and in particular, the impact of some marketing moves at the firm, the book makes an interesting read.

Thumbs Down
Honestly, I was expecting a lot more out of this book. Zyman does a wonderful job at taking a lot of credit for his accomplishments in the marketing world. Nevertheless, there was not a page in the book that the word "I" wasn't mentioned. I wasn't expecting a personal story on how he conquered the markets with the coke brand. I was looking for new and original ideas that were used to improve my marketing techniques.

The End of Coke As We Know it
I'm ambivalent about this book. On the one hand, Sergio Zyman was the architect of New Coke, one of the biggest marketing failures of all time. On the other, he has great spin on this by describing the debacle as how Coke "increased the attachment of the American public to Coca-Cola and sold lots more as a result." You be the judge.

Coca-cola's market share has stagnated in recent years, culminating in vast and well publicized layoffs. Additionally, one has to be leery of any business book published in the late 90's in the midst of an economic bubble when business types were treated like some sort of cross between rock stars and popular jocks. I was also skeptical of some of the advice he gives in the book, especially when he describes some of the other failures of the Coca-Cola company, including building massive production and distribution facilities in the old Eastern bloc following the fall of Communism, and then realizing that most of the people didn't have any money to buy cokes - duh.

Finally, I put aside as much of my distaste as I could for large, morally bankrupt corporations like Coca-Cola and read the book to learn something. There are great insights about the function of ad agencies in strategy, marketing and even some nuggets of interesting management ideas. However, the real gems of the information could have been condensed to a pamphlet you could read in 20 minutes. Good editors would have hacked through all the anecdotes about how to play major ad agencies against each other. I suspect that the people who need that kind of information could buy Sergio himself.

By the way, don't agree Coca-Cola is morally bankrupt? ... Read more

Book Description

This #1 marketing simulation is designed for teaching strategic marketing concepts.It incorporates theories of market and competitive behavior. Users are grouped into teams that are in direct competition in the simulated world. The teams will confront marketing problems, and develop and implement strategies over as many as 12 simulated years.MARKSTRAT3: The Marketing Strategy Simulation is the user's guide that accompanies the MARKSTRAT3 simulation software. Note: The MARKSTRAT3 software is not sold by ITP or South-Western College Publishing. Professors should contact STRAT*X (Boston: 617-494-8282, Paris: 330.1.64.45.87.53) for details concerning licensing of the software. ... Read more

Reviews (2)

Good simulation done in a classroom setting
I had the prior version as a textbook in the MBA course in Strategic Marketing. Very instructive and a good learning tool that shows the interaction between the strategic variables in your marketing plan.

Nerve Test for Strategists
Wow!What an excellent simulation!! Nerve recking! Can't sleep withourtseeing the results every day. Better than the class room teachings and bagfull of articles and books. Tests your marketing knowledge to the ultimatelimits.Best part of this simulation is that no one losses and no one winsbut every one LEARNS AND A LOT . This simulation is an eye-opener to the socalled market strategists. The team spirit is revitalised and real leadersemerge. I recommend to all serious marketing strategists. ... Read more

Book Description

In a marketplace too often focused on price, Value-Added Selling provides sales professionals with a market-proven approach for selling customers on the inherent value of a product. Based on a value-selling model proven to work across industries and product lines, this step-by-step book explains how to define value in the client's terms, orient a pitch to fit the client's needs, and close the deal. It gives sales pros the tools and confidence they need to­­now and forever­­deemphasize price in the selling equation.

Reviews (4)

Value-Added Selling
While I've spent the last 12+ years working for the leading Chemical Raw Materials Distributor in the industry the key to my companies success has always involved creating unique, value-added relationships in an industry where customers & competitors often times attempt to commoditize our products & services.

Tom Reilly's Value-Added Selling is an extremely refreshing book to read because it focuses on and responds to the real challenges that sales organizations are forced to face today regardless of the size of the company or the product being sold to the customer.

Value-Added Selling has given my sales team & myself more energy & confidence to stay focused on selling value ( & not just price ) while competing in the chemical commodities industry!!

Tom Reilly makes Value Added easy to understand
The easy writing style of Tom Reilly and the hands-on experience he brings to the topic helps even a novice like me understand the concepts of Value Added. I think, though, that anyone in sales, new to the field or an "old dog," will find some great ideas that will help them sell Value Added in this slowly reviving economy.

Value-added Selling
This is the best book on professional selling I've read in years. Value-added Selling, like many of Tom Reilly's books, is jam-packed with practical ideas for salespeople. What I especially liked was the flow of the material--one idea builds on the previous idea. Tom makes it easy to embrace the value-added philosophy.

Great Ideas
I've had the chance to read two other of Mr. Reilly's books, and this one is the best yet. In today's difficult selling environment, this book is loaded with great ideas. For anyone who sells, this is a must read. I highly reccomend this book. ... Read more

Book Description

Learn the Leadership Secrets of the Masters
In Wave 4, Richard Poe explained why 27 million people have become involved in the $90 billion business of network marketing. Now he gives you the nuts and bolts of how to build your own MLM sales force and become an independent, home-based entrepreneur.
"Required reading for your network marketing education . . . . Fact-filled, informative, and very entertaining." —From the foreword by Charles W. King, professor of marketing and coauthor of The New Professionals
"An important and powerful book. A must-read for everyone involved in or thinking of becoming involved in network marketing." —Stuart Johnson, president and CEO of VideoPlus Inc.
"Richard Poe is the undisputed expert on network marketing, and this latest book will delight his millions of readers. I recommend it enthusiastically." —Mark Yarnell, coauthor of Your First Year in Network Marketing
"Perfect for the beginner who's up for the leadership challenge." —Uma Outka, editor-in-chief of Upline Journal ... Read more

Reviews (8)

From the man who started the MLM revolution
Richard Poe is without a doubt the most prolific, captivating and widely published author in network marketing history. His classic article, "Network Marketinng: The Most Powerful Way to Reach Consumers in the 90's", May 1990, literally opened the floodgates for network marketing articles and the wave of excitement for network marketing which has carried over to the new millenium.

The book is split up into 3 parts and 19 chapters. What I found particularly interesting was part two: The 7 Traits of an MLM leader in which Poe starts off in chapter 6 discussing what makes a leader. He then goes on in detail the 7 traits which are

1) Drive
2) Persistence
3) Teachability
4) Thick Skin
5) Positive Attitude
6) Compassion
7) Vision

Poe draws from the wisdom of Xenophon, Napoleon, Sun Tzu and other historic leaders and instructs the ambitious networker in the timeless art of leading others. He desribes the network ma rketer as a freedom fighter, a leader, a business leader, an entrepreneur.

Poe is almost Reagan-like in saying that we cannot depend on the government to take of us, we need to take care of ourselves and he goes on to explain why network marketing may be the best vehicle to do that.

I highly recommend this book in addition to Wave 4 and Mark Yarnells excellent book, Your First Year in Network Marketing.

Eh- not as good as the first.
I was very excited about this book, as "WAVE 3" was really good. I feel that if you have read WAVE 3, you pretty much get the whole deal. WAVE 4 doesn't really expand well enough for me to recommend reading it.
Although the book needed to be written, to show how Network Marketing has grown, this book just doesn't have the belief and enthusiasm that the first one does.

A Waste of Money
I wish I had paid more attention to the other reviewers before purchasing this book: at no time does it teach you how to build anything. It's merely another book giving mysterious stories of people who were down and out and then exploded into million-dollar success by network marketing. How? you ask? Who knows. There's just hints that "Susie" began paying more attention to her downline, or that "Bob" started using the internet to build his clientele base......
Skip it; buy Your First Year In Network Marketing by Mark Yarnell and just keep re-reading it.

Good for bringing old-timers up to speed.
A bit too much "story" and a bit too little "meat", but I suppose that's endemic to the MLM book community.

Still, this is a good way for old-style MLMers to be gently made aware that Things Are Different Now and they'd better lose their irrational fear of computers if they want to Network-Market at their optimum.

Poe does a good job reminding the reader that E-Everything doesn't replace human relationships as the foundation of MLM--that technology instead is more of a jump-start, lubricant, and market expander--but STILL Poe too often waxes hyperactive about MLM's shiny-new E-Mail/Internet Frontiers.

In short, this isn't the Must Read it purports to be, but it does have a place on the right bookshelves.

Recycled info
In my opinion, Richard Poe is an excellent writer and has become a master at selling the same information over and over.

I don't say that is a BAD thing. Some people need a steady stream of such information in order to keep their minds fed with positive material.

I don't have a problem with that. However, the titles of these books seem misleading as there really isn't any information in this book that wasn't made available in the previous three books. The examples are different, but the basic premise is the same: today's network marketing companies are VERY user-friendly and don't include the hassles that were dominant in the industry 20-30 years ago. Today, you can make an insane amount of money in MLM by working from home and not having to handle product inventory, paperwork, shipping, receiving, employees, overhead, etc.

If you're just looking for some good info on MLM, this is a good book. But, since the title is "....way to build your downline", it's a bit misleading...there's not much new here. ... Read more

Amazon.com

Get Clients Now: A 28-Day Marketing Program for Professionals and Consultants, by business coach C.J. Hayden, lays out a very precise marketing and sales system actually designed to be completely customized for optimal effectiveness by anyone in the service industry. Employing a "cookbook model" to help readers create this individualized action plan, it first shows how to determine which ingredients are missing from current marketing and sales activities and then suggests the specific tools and tactics that will immediately get a successful effort underway. The truly unique part of this book, however, begins in chapter 6, which breaks down Hayden's explicit four-week system into 28 separate sections that are meant to be read and acted upon one day at a time. The volume's final part, called "The Strategies," then outlines a collection of practical "marketing recipes" that correspond to various plans of attack determined earlier in the process. Each offers realistic tips (on topics such as direct contact and follow-up, networking and referral building, and writing and publicity) that directly correspond to the personal goals, strengths, and weaknesses readers already have identified. Further advice and inspirational anecdotes from recognized experts, along with additional resources, are also interspersed throughout the text. --Howard Rothman ... Read more

Reviews (15)

Finally a do this and then that and then this book
Ahem, Ahem, Ahem....let me clear my throat and then simply say: This is a fantastic book that takes common marketing knowledge to new heights. The simple step-by-step marketing strategies are designed to help any and every small business succeed. No more feeling overwhelmed with your marketing campaign, no more wondering if your initial steps are the right ones, and no more guesswork. Hayden takes you through each step and helps you develop a plan that is right for you and your business! Excellent!

Order Get Clients Now! today!

A sure fire program for new and seasoned business owners...
"Get Clients Now!" is a sure fire program to ensuring your marketing success. C.J. Hayden is a marketing genius and now we have access to her secret recipes in this book. She takes the mystery out of building a successful business. This book is a step by step "do it yourself" manual for the new business owner; and the perfect "brush up" for seasoned business owners. If you are stuck in a anyway around getting and keeping business, this book is one of the best investments you will ever make.

Specific help where you are stuck
Anyone who has read a marketing book already knows about the strategies of direct contact, networking, referrals, public speaking, writing, publicity, promotional events, and advertising. But this book totally changed my thinking about how to choose a strategy, based on my need at the moment: filling the pipeline, following up, or getting appointments (and sales). Each marketing strategy has a different value in terms of effective outreach, visibility, and credibility. CJ Hayden details lots of ideas for taking action to help you get unstuck. Whether you use the 28-day action plan or simply redirect your focus, you will benefit from reading this book.

Overwhelming and a little flawed.
Marketing Experts tend to fall to one extreme or another. They either provide too little guidance, imagining marketing too large and amorphous to summarize simply; or they overwhelm you with details and possibilities. This book falls into the latter category. It tells you everything you need to know and do to build a successful consultant practice - everything. With a nod to complexity, the middle section of the book is taken up with a 28-day plan that lays out a process to increase your client base.

If you are the systematic sort, or someone who responds well to daily checklists, the 28-day plan may work for you. It also encourages insight - you're given days off and self-reflection tasks in addition to the down and dirty marketing tasks.

The book is also a treasure trove of tips, ideas, and concrete marketing for an individual consultancy. It could be a very good book, and may be for many people, despite its flaws.

What are its flaws, you ask? First, I think it would benefit from professional editorial help. It has the beginnings of some very interesting structure (e.g. starting out with quotes from marketing pros), but it still seems like about three or four short books, rather than one short book. Second, its visual design is atrocious. From the differing (and poorly chosen) typefaces, to the hoky and distracting illustrations and graphics (yes - and look at that cover!), the book has an awkward feel. Even little touches would help. For instance, a significant worksheet that is obviously too small could be made available online in full format, rather than the author suggesting that you expand it on your copier.

Overall, this book is a diamond-in-the-rough. You can get a lot out of it, but you'll have to work to make use of what it has to offer.

Create an action plan that gets results!
I hate marketing. I can write a marketing plan that is as good as they come, but when it comes to doing the marketing, I absolutely can't stand it. It scares me. This book avoids all the fluff of the marketing plans that the MBA books teach you to write. Instead, Hayden gets down to the basics of creating an action plan that will take you from where you are right now to one giant step closer to closing a big sale in 30 days.

The process is simple: 1) Decide where you are stuck. You may be stuck getting prospects or following up, for example. 2) Decide which marketing strategies you will use. THE STRATEGIES YOU CHOOSE WILL DEPEND ON WHERE YOU ARE STUCK IN YOUR MARKETING PROCESS AND ON YOUR OWN TALENTS AND INTERESTS. You may, for instance, pursue a strategy of public speaking, if your goal is to build your contact list. 3) Set your long-term and 30-day goals. 4) Create a list of daily actions for the 30 days.

I was so enthused to have something so simple (1 page) yet more concrete than any 20-page plan I'd ever written that I couldn't help but dive in. ... Read more

Book Description

Sports marketing is heralded as one of the most prestigious, exciting, and popular fields in contemporary marketing. The number of related programs in colleges and universities has exploded, and companies tied with sports marketing handle thousands of avid career hopefuls each year. The Ultimate Guide to Sports Marketing is the first book to go behind the scenes and outline a strategic, integrated approach to effective and innovative sports marketing. Completely revised and repackaged to provide detailed strategies on entering the sports marketing field, acquiring funding, managing event logistics and more, this comprehensive guide covers a wide range of topics including:- Use of the Internet as a sports marketing tool- Negotiations and contracts with sponsors and suppliers - Specifics of licensing deals ... Read more

Reviews (1)

Worth every dime
This book is full of good information, and some new perspectives on old themes. I would recommend the book to anyone starting an event or seeking sponsorship for an existing event. Every sponsor seeker should have this book in their library and read it every year or two. ... Read more

Book Description

All business owners want to garner publicity for themselves, their products, and their organizations. So how do you create distinctive materials and more importantly—the buzz that sets you apart from the competition? Award-winning publicist Sandra Beckwith goes beyond other PR primers to not only show the mechanics of writing pitch letters and publicity kits, but also how to strategically create a PR plan for your business.

Streetwise® Complete Publicity Plans is filled with sample forms, resources, and great ideas that you can use right away:

·Press releases
·Pitch letters
·Press kits
·Op-eds and public service announcements
·Sample editorial calendars and media checklists

Target Your Approach, Get Results

·Different types of media exposure—and which is best for your business
·How to tailor PR plans for trade vs. consumer media
·Dealing with print vs. electronic media
·What is—and isn’t—newsworthy

Reaching the Right People

·Determine your audience
·Reach diverse communities
·Building relationships with the press
·Media directories

Executing Your Plan

·Staying within budget
·Managing schedules and timelines
·Hiring outside help

Quantify Your Results

·Track new clients or product sales
·Jumpstart a stalled publicity campaign
·Refine your media base
·Justify your effort

Streetwise® Complete Publicity Plans doesn’t just show you how to put a plan together, it enables you to maximize results! ... Read more

Reviews (3)

Excellent How-To Resource
I am starting as freelance publicist and this books has tons of ideas on simple things to get publicity for a small to medium-sized business. Also, for me, it has sparked many ideas to offer larger three- to six-month plans for my clients. I'll be using it for years to keep the ideas flowing.

Fantastic Resource for Business Owners...
We have been using this book to promote our new window treatment web site,www.HomeDecInASec.com and have already secured placements in major newspapers across the country. The chapters are well organized and enjoyable to read - the book is full of examples to help you develop successful press releases and pitch letters. This is an invaluable resource if you're looking to promote your business.

Fantastic Resource for Business Owners..
We have been using this book to promote our new window treatment web site,www.HomeDecInASec.com and have already secured placements in major newspapers across the country. The chapters are well organized and enjoyable to read - the book is full of examples to help you develop successful press releases and pitch letters. This is an invaluable resource if you're looking to promote your business. ... Read more

Book Description

First published in 1989 by Warner, HOW TO CLOSE EVERY SALE is back with timeless sales advice.Teaching readers how to overcome objections and how to close even the most difficult sale, here are the inside tips, the philosophies, the fundamental principles, and the crucial fine points many salespeople overlook. Joe Girard explains how to make a prospect feel obligated to buy the product. He discusses how to recognize the right times for subtle high-pressure tactics and how to go double or nothing-and close that sale now or never! Whether it's casual browsers or professional buyers, the world's greatest salesperson will show readers how to turn every prospect into a closed sale, double-even triple-their income, and become the number-one salesperson in their field. ... Read more

Reviews (5)

A Must Read For Every New Car Salesperson
If you're new to the auto sales business get this book and read it and use the techniques that Joe describes and you will see your sales/closes increase dramatically- on the other hand if you've been in the business for some years-don't bother because you have developed so many unprofessional and negative habits to the point that you would not understand the value of this book and will continue your gypsy like existence of going from dealership to dealership for employment. But if you're new,young,fresh and open minded, this book will be a great aid to selling and above all respecting the customer.

The Sage Speaks
I have read some of the reviews for this book and thought I would throw in my 2 cents. I have had the audio version of this book in my car for the last two years. I imagine it is like having your successful uncle ride along with you, giving you information and tips you immediately understood were priceless but did not have time to write down or were desperate to remember later. Sure his information is very basic. Yet, it serves as a constant reminder to any sales professional that selling is really about understanding some very rudimentary motivations and making sure your product/service meets those needs. Oh by the way, thanks Joe - I am #1 in my territory and customer referrals bring in a constant flow of new business.

Highly Recommended!
Author Joe Girard provides a view of traditional sales strategies. He presents every step in the sales process and offers advice about every obstacle that you are likely to encounter. While his impressive credentials and experience qualify him to speak and write about successful sales techniques, these strategies, as presented in this book, may backfire when used on today's savvy consumers. Nearly every one of the author's suggestions involves obvious sales one-liners, maneuvers, and psychological tricks that today's marketing-saturated consumer is either immune to or would see right through in an instant. Although written in great detail with plenty of useful examples, this book serves best as an adjunct to other reading material on the subject. We at getAbstract recommend this book to anyone who has to sell a product or service and wants basic information.

Why car salesman have lousy reputations
I got this hoping to find some new ideas on how to help more people get our services. Mr Girad is talked about quite highly in sales circles. I commend him for his acheivements. This book may work well for small ticket items, but I personally found it offensive. It treats prospects as if they are incapable of having independent thought, and enjoy being manipulated. The single redeeming idea I got from the book was how well he kept in touch with past sales. By the way...Since Mr Girad did so well in his sales career, I would recommend to him to hire someone to read his books for him in the future. His monotone voice is distracting.

With respect to selling, this book has it all.
I was assigned this book by my boss to gain any information usefull to me for selling purposes.

This book had so many great tips and usefull common sense reminders that I was just amaized.

Anyone in sales will learn something from reading this, guaranteed! ... Read more

Book Description

A one term subject in visual merchandising in departments ofmarketing or fashion; includes users portfolio problems. ... Read more

Reviews (2)

GOOD BOOK
I think that this is a good book for anyone who wants a job in this field. And you probably don't think so but I do and I am only 15 years old.

So give this merchandising book a try and see how you like it.

A Most Expensive Lesson
This book costs about 50 cents a page - that is not obvious from the description - for that price you'd expect 500 pages, it is less than 150.

Give me a line and I will sell you my copy for half the price. ... Read more

Book Description

Designed for thePrinciples of Marketing course, this book communicates precisely whattodayÕs outstanding marketers do—CONNECT.It examinesfive supporting themes that will shape the field of marketing well into the21st century: Connecting through technology, Connecting throughrelationships, Connecting with diversity, Connecting ... Read more

Reviews (39)

Very easy to use and helpful.
This book, Marketing: Connecting With Customers, is the required text for my Marketing class. I have found it to be very helpful and easy to understand. The reading is not very confusing and they explain things very well. I also like the way they use a lot of present day examples that help you to apply what you are learning. The definitions in the margins are also very helpful when studying. The figures and illustrations are easier to use and understand than some of my other books. One of the best features in this book, in my opinion, is the "Connected: Surfing the Net" sections. This is a very good idea since more and more of our lives are spent on the internet. As I said before, this helps to apply what we have learned to the real world. The Career Tips and Summaries at the end of the chapter are also very helpful. Overall, I would have to say that this book is very good and easy to understand.

A study of the four P's
I am a student at Hannibal-LaGrange College and our required text for my Marketing class was Marketing Connecting with Customers. This text was very easy to understand and comprehend. I was able to read the chapters in one sitting, and understand what i read. The useful features are the many graphs and charts in the text, they parallel to what the readings for the chapter are. As to will I keep this text after the course MKT 313 is over, probably not, why? Well, since my major is Accounting and General Business Administration, the concepts are ones I will not need as a reference. The topics that were covered in class and learned for the tests will always be with me. I will not need this text as a reference. Sometimes the material in the chapters was a little too much drawn out in length. This text was fairly interesting in comparison to texts that I have used in the past and in other current courses.

DON'T WASTE YOUR TIME
By far, this is one of the worst "academic" books I have read in my four years as a college student. Harrell and Frazier's use of misappropriate and ethnocentric examples detract from their attempt to teach.

Principles of Marketing, Dr. John Schafer.
The name of the course I used this text book for was Principles of Marketing. I thought the book was very up to date with the advancing technology of computers and the internet. Some features that I liked about this book was the vocabulary terms located on the side of each page and a summary of vocabulary terms at the end of each chapter. I thought the layout of the material in each chapter was terrific and I thought the examples used in critical areas were helpful. I liked this book very much and would recommend it to any student wanting to acquire more knowledge in marketing.

Marketing Connecting With Customers
I found this book to be very informative and easy to understand. The information really gets the reader involved by discussing topics that relate to what is going on in the real world. The advertisments that are used also add to the book. The ads are easily recognizable from what is out there right now, such as the "Got Milk?" ads. One of the chapters that I particularly liked was Connecting With Customers: Understanding Customer Behavior. This chapter discusses why consumers behave differently in different situations. ... Read more

Book Description

"Richard Earle has written an invaluable book about how to use the medium for the benefit of the people instead of just selling Doritoes. I applaud him for making this contribution and reminding us of how even the advertising industry can have a conscience should it choose to realize the good it can do with its immense power." - Michael Moore, author of Stupid White Men … and Other Sorry Excuses for the State of Nation! and film producer of Roger & Me

This book examines how to effectively strategize and develop a public-service advertising campaign that seeks to change strongly ingrained behavior or firmly held beliefs. The Art of Cause Marketing presents several case studies and 75 storyboards from actual cause advertising and print ads. Examples of cause marketing include memorable ads such as "This is your brain on drugs" and "A mind is a terrible thing to waste."

Reviews (4)

May it serve to inspire...
What a pleasure to have a whole book devoted to the most noble kind of advertising. With refreshing sincerity, Richard Earle takes us through all the facets of building a public service campaign and offers valuable advise about everything from approaching the media to judging creative.

I really appreciated Richard Earle's insistence that the strategy behind the creative message be carefully thought through and tested. He presents some eye-opening reasons why this discipline is even more important in the realm of cause-related campaigns. While most of the case studies are about large-scale campaigns, there is plenty here for people working on a smaller scale.

Of particular interest to me, were Earle's thoughts about the need to reform political advertising. After a few brave comments, he says, "but that's the subject of another book". I'll be watching for it.

This is an AD-ucational book!
As a marketing professor, this is the first time I've come across a truly enlightening book on social cause marketing. I read it non-stop, page after page, devouring Mr. Earle's tons of wisdom. It gave much practical insights and I appreciate it coming from someone with lots of experience and daring to speak his mind out. The book covered a comprehensive range of topics including research. media, and the various forms of advertising. I found "Planning the Campaign" particularly instructive.

Social cause marketers must read this book. I see so many ads go to waste because of creative licence that has nothing to do with the audience's interests. How shameful! Especially so for social cause advertising that can potentially do more harm than good. It is high time that social cause marketers learn how to be more effective in their campaigns and ad agencies more responsible in their proposals.

As a researcher, I can't help but think through the various psychological theories that can be applied to explain the effectiveness and non-effectiveness of some of the campaigns. Some I can theorize why, and some I can't. It goes to show, this is really more an art than a science, and Mr Earle has helped us master the art.

Highly Recommended! A well-written and valuable resource.
Mr. Earle has produced a well-written and comprehensive book that carefully and clearly explains how to develop successful public service campaigns.

As a public information official for the City of New York, I was often frustrated by the lack of information available on this subject. While I was able to glean some information from several books or internet sources, there was no definitive resource guide that offered solid counsel on how to effectively create and disseminate important messages to the public.

Mr. Earle's invaluable book is the guide I have been looking for. I was particularly enlightened by his insistence on the proper research and testing of ads, and his insightful critiques of numerous campaigns really illuminated the reasons why some ads worked well while others were either ineffective or counter-productive. These are but two examples of the many lessons I learned by reading this book, lessons that have already influenced the way I approach and execute my work.

In addition to being very informative, this book is also very inspiring. It really imparts that notion that cause marketing is a noble and important profession, one that can truly help change the world. In a way this book changed my life, because it really lit a fire under me to pursue new opportunities in this field. I'm sure that people who have the same passion for this kind of work will be similarly inspired!

Reading this book also led to an interesting experience: Not only did Mr. Earle share his wealth of knowledge and expertise with me through his book, but he was gracious enough to share it with me in person!

Several days after buying the book I contacted Mr. Earle and expressed my appreciation for his book. Not three weeks later I had the pleasure of meeting him and his colleague Barbara Fagan during his visit to New York City. Mr. Earle and Ms. Fagan gave me excellent career advice and some valuable observations regarding a public service campaign I created a couple of years ago. It was a most enjoyable and inspiring meeting!

I am also a fan of Mr. Earle's excellent website which offers additional information on cause marketing, including "picks" of the latest new cause marketing campaigns, availability and notification of seminars and lectures by Mr. Earle and his staff, latest news about social marketing activities, and links to interesting Cause sites.

Check it out!

AN "EARLE WELL" OF CAUSE ADVERTISING (AND BADVERTISING)
Some non-fiction books are written by skillful scriveners with only a passing, or recently acquired, knowledge of the sibject matter; others by unquestionable experts whose literary skills have all the sparkle of a rural telephone directory.

Seldom does one encounter an author who has been there, done that, and is able to convey the "how-to" of his topic with both clarity and a touch of pizazz.

Such a book/writer combination is "The Art Of Cause Marketing" by Richard Earle, which may endure as a bible of non-commercial advertising, beginning with the genesis of core objectives through every aspect of the production, delivery and feedback processes.

It has the thoroughness of a scholarly text, but is rich in anecdotes, case histories and quotations from a veritable "Who's Who" of advertising heavyweights.

Much of its readability stems, no doubt, from Earle's early roots in television and theatre, prior to an impressive career as a copywriter, creative director and consultant in big-time marketing.

Among the millions of words he probably assembled and/or massaged, perhaps the most memorable would be one of the phrases of which he is least proud. His "enquiring minds want to know" rocketed a tabloid magazine to the top of its tawdry heap.

He is more likely to point with pride to his writing and supervision of the "Trust Tylenol" ads, which spearheaded that product's recovery and return to market domination after two nearly disastrous tampering incidents.

The candor and courage exhibited by his client, Johnson & Johnson, in that crisis reflected Earle's obviously strong belief that honesty, simplicity and straight talk have a far greater impact than shallowness, however cleverly it may be presented.

Before retiring to full-time involvement in cause marketing, Earle garnered two gold "Effies"," and over 50 other industry awards, including the coveted "Gold Lion" at Cannes, so he knows whereof he writes.

The 322 pages of this book are replete with examples of actual cause marketing campaigns, both those that succeeded and some that missed their marks. In the latter category, he shows a refreshing willingness to reveal many of his own bad calls.

Of current vintage are his detailed accounts of such ongoing campaigns as the anti-smoking drives in Massachusetts, which he serves as a principal consultant, and which have contributed to a dramatic reduction in cigarette usage throughout the Bay State and beyond.

Also seasoning the book are references to and direct quotations of scores of stars in the advertising firmament, most of them stemming from a direct relationship with the author.

Besides being a "must read" for the in crowd of both advertising and cauise marketing, Earle's volume contains a wealth of useful information for anyone involved in dealing with the public.

This reviewer, for one (an escapee from sales management), gained an entirely new perspective on both marketing and causes, seeing some things for the very first time and others for the first time without the filtering effect of smoke and mirrors.

Other readers, particularly those involved in the flawed campaigns cited, might find it rough going at times, since Richard Earle pulls no punches regarding the agonies of defeat as well as the thrills of victory.

It might well have been titled "How To Influence People Without Necessarily Winning Friends." ... Read more

Book Description

Brands today are key engines of economic strength. Far from being a superficial or cosmetic communications exercise, brands have become a central organizing principle behind many ambitious companies.

This authoritative book contains contributions from some of the field's leading practitioners, academics and consultants, analyzing the nature and benefits of brands—particularly in terms of their sustainable business value and their wider social advantages.

This is the definitive business book on brands and branding. It not only explains the economic strength and importance of brands, but also will frame thinking on the best practice of branding now and for the future. ... Read more

Reviews (1)

Excellent Overview of Brands and Brand Management
This volume greatly benefits from many different perspectives and authors in tightly written essays that focus on brands, brand management and the future of brands.

Part one examines the definition of what a brand is, the history of brands and the social and economic importance of brands. Many will be intrigued to see that there are now methodologies for valuing brands independently of the operations of the companies that own them. For many public companies, the operating value is relatively slight without the brand values. There are a number of mini cases involving the world's most valuable brands (such as Coca-Cola and McDonald's). This background will be especially relevant to the general reader and for students new to the subject.

Part two looks at brand development and management in detail. This section will be very valuable to those who have not had much experience with brands.

Part three looks at the future of brands. I found this section to be the most interesting as the book looked at issues like the global debate about whether brands "steal" from poor consumers and workers in developing countries, the rise of Asian brands, country branding, adding social agendas to brands and protecting brands from counterfeiters worldwide.

The essays are nicely summarized in Rita Clifton's concluding essay, "The Future of Brands."

Each essay contains many references that can allow those who wish to learn more the pathway to take such steps.

I was pleased to see that the essays did not simply espouse the traditional wisdom on brands, but chose to "push the envelope" to provide more up-to-date and aggressive thinking.

I have a hard time imagining that you could find a better introduction to the subject in such a slim volume. ... Read more

Book Description

This is the first definitive side-by-side guide to creating cutting edge radio commercials, exploring everything from how radio communicates, what kind of commercials work best, how to get great radio ideas and develop them into scripts, how to cast the best talent, and how to record and mix the final tracks.

Join a master class of legendary radio gurus that includes Britain’s Tony Hertz and Ralph Van Dijk … America’s Austin Howe, John Immesoete, Keith Reinhard and Thomas Hripko … Australia’s Street Remley, Lionel Hunt and Jack Vaughan. Spiced with first-hand tips from famous creatives like Michael Conrad, David Droga, Paul Fishlock, Neil French, Steve Henry, and more. Share their personal creative processes in page after page of practical and inspiring advice, complete with the world’s best scripts. Learn the trade secrets of radio recording in the world’s sharpest studios like Britain’s Angell Sound and Eardrum, America’s Famous Radio Ranch, Australia’s Flint Webster, Song Zu and Stellar Sound.

Step behind the scenes of radio campaigns like Real American Heroes and Motel 6 from world-class agencies like BBDO, The Campaign Palace, DDB Worldwide, Leo Burnett, Saatchi & Saachi, and many more. It’s the one book that can help you master radio creativity. ... Read more

Reviews (1)

Another Masterpiece from Aitchison
The Writing Radio chapter alone is worth every penny spent on this yet another masterpiece penned by Jim Aitchison. When's your next book coming out? ... Read more