Book Description

How to use pricing as a strategic tool to increase revenues and win the war for profit

One of the greatest pitfalls in the war for profits is corporate strategists' lack of a practical understanding of the link between overall revenues and overall costs. In Winning the Profit Game, the thought leaders at A. T. Kearney unveil a revolutionary new approach to establishing clear, strategic links between the top and bottom lines. No dry academic treatise, Winning the Profit Game is a guide to growing profits, in boom times and bust, using smart top-line strategies that optimize price, costs, customer behavior, and volumes. The authors clearly lay out the basic principles involved and also include:

• Proven strategies for transforming added value into revenues and winning the war for profits
• Prescriptive frameworks for putting the principles and strategies into action, immediately
• Numerous success stories based on experiences of A. T. Kearney clients worldwide

Reviews (2)

Newspaper and Electronic press comments on this book
Readers might find the the March 15, 2004 reviews of this book in the Miami Herald and the Ft. Worth Star-Telegram to be useful:

"[The Authors] have produced something analogous to an eagle in the realm of business books... Like an eagle, Winning the Profit Game is distinguished by its farsightedness. Its clear, precise prose soars above that of most business books."

"The opus opens with a musical metaphor, reminding readers that every era has its own music and its own signature instruments: the driving drums and multiple guitar riffs of rock n'roll, the thundering brass of the Swing Era's big bands and the virtuoso string sections of classical music. 'If we make the analogy with business, what skills is emerging even now as the lead instrument of the 2000s? What will be the key to success in an environment that's tougher, more competitive than ever before?' the authors write. Their answer is pricing-- not by itself but integrated with brand, cost management and product development."

The authors cover the waterfront on pricing comprehensively and lucidly [including]Quick Hits for management."

Readers might also wish to know that this book has been mentioned on yahoo.com's Finance website (2/20/04), and on Consultant News's consultant-news.com (2/24/04). Their comments were (respectively):

"... executives reading this book will learn tools to help them... develop an effective, integrated price and brand strategy, use price as a language which speaks to customers [and] optimize price to increase revenue."

"... by putting brand at the center of their framework, the authors challenge the conception of branding as a mysterious function separate from price. Rather, the two are inextricably connected and a superior price strategy cannot exist without a solid brand strategy."

Incidentally, I would not say we put brand at the center of our book. We do give it a lot more attention than any other book on pricing, however.

Hope this is helpful.

Rob Docters
(Co-author)

Maybe the best book yet on pricing and branding
In fact I was surprised at how good it really was. Most business books are nothing more a string of anecodotes and platitudes, whereas here the reader gets a combination of pragmatic detail and genuine insight into what pricing can accomplish if unleashed. A great book to bring to the meeting room since the emphasis is on upper managament getting involved. From a technical perspective, it would appear the authors have spent time in the trenches, not just on their fannies in academia somewhere, as the stategy and tactics they recommend are fresher than anything to be found in Nagle or Dolan. As an example of this check out the chapter on "price as a language" for starters, then go from there. ... Read more

Book Description

This second edition of The Management and Marketing of Services builds on the success of the first edition and now includes increased coverage of many key areas, extensive examples and case studies.

This second edition looks closely at relationship marketing and public sector issues as well as providing expanded sections on: the definition of services, expectations, competitive advantage, pricing of services, segmentation/positioning of services, the service encounter and service employees.

The Management and Marketing of Services is a highly accessible text ideal for practitioners and students looking for a comprehensive treatment of this subject area.

Comprehensive framework for practitioners and students interested in addressing the issues that characterize service organizations
Provides a highly accessible perspective on the management and marketing of services
Full of examples and case study materials to illustrate the text ... Read more

Book Description

Strategic Electronic Marketing takes a systems and relationships approach to exploring e-business marketing.This text addresses the basic principles that underlie marketing and how e-business marketing techniques are fundamentally changing the traditional marketing process.Use this text to prepare students for careers in a rapidly changing environment of dot-com and brick and mortar strategies; non-linear, online, interactive advertising; new product development and distribution processes; and reliance on databases.This text is suitable for both undergraduate and graduate level courses in e-commerce. ... Read more

Reviews (1)

A Good Introduction to the World of E-Business
This book marks a significant improvement in the universiy level texts on the revolution in business practice and orgranizaiton brought on by the Internet. The material is well presented and I use it for an introductory class in e-commerce and e-business marketing. This is a very difficult topic to work in as it changes so quickly, at least that is the politically correct way to phrase this. The reality is that the e-commerce revolution has many more casualties to take before it loses the "e-" and become just the way we do business. Teaching e-commerce to the employees of those future casualties requires a level of sensitivity that most book efforts to date have simply avoided. The usual model is to focus on the technology and to deal with the whole thing as another sales channel in the marketing department. Kleindl goes a good bit farther in suggesting the fundamental orgranizational changes that are inherent in becoming an e-business. I would have been happier if he had gone a little farther and more clearly stated that the camels nose is already in the tent and the whole thing is going to come down sooner than we think. But the fact that he went as far as he has may explain why this book is so hard to purchase. I have to have my students purchase is directly from Amazon as the Unversity of Hawaii Bookstore was told that it has not been published. Interesting. ... Read more

Book Description

In Here's My Card, Bob Popyk shows how something as simple as your business card can help you make more sales, create more customers, and increase your business overall.He shows how to use those business cards with a little cleverness and creativity, and how to use them the right way.Networking smarts also help, as the author clearly points out.You also need a plan, a specific goal in mind, and a little creativity as well.There are a raft of these ideas in this easy-to-read, easy-to-implement book.

This interesting book on personal promotion and networking is not as much about designing a card, but on how to use your business card to actually create more business.Exchanging or handing out business cards has become one of the most common forms of introduction, surpassed only by the handshake.As the author states, "If your business card makes the first impresssion, then shouldn't it make a GREAT impression?Otherwise you can just write your name and phone number on the back of a napkin, toss it on a table and leave it at that.You might save a few bucks that way, but you could be losing a lot of new business, repeat business, and more business".

The techniques highlighted in Here's My Card have not only worked for the author, but are a compilation of great ideas from his columns, research from his staff, and input from his audiences at seminars and conventions all over the country. ... Read more

Reviews (10)

A new business's helper.
You are trying to start a business, you meet people and give them your business card, you get no responses. You are looking for a new job, you hand your card and no response. Doing something wrong? After reading Here's My Card there may be a lot you're doing wrong.

Bob Popyk has given you a great way to meet new people, communicate ideas and get your name out there for others to notice, and it all starts with the business card. Popyk has over 35 years in sales and knows what it takes to get ahead, now he gives his ideas and tricks to you.

Follow along and you'll finds ways to network your business, get more referrals, more customers and increased sales, all this without the use of computers. You business card or people linker as the book refers, will help give you the quality of life you have always dreamed of.

This is not a once read and do book, this is a read over and over and practice book. From Networking know how to personalized presentations to the design of the card, it's all here and waiting for you. The cost is minimal compared to the possibility of what you gain.

A must read for anyone in business
This book is helpful and insightful for anyone in any type of business. A business card is something everyone has (or should have) which is a valuable sales tool that is highly underated. Mr. Popyk has many fresh ideas for using and designing your card, and I recommend it for everyone. It should be a must read for everyone in your office! It is an easy read and clever. It is something offices, entrepreneurs, those new to sales, and business veterans who are looking to sharpen their networking skills alike can benefit from.

BETTER THAN A SCIENTIFIC STUDY...REAL DOWN TO EARTH IDEAS
I read this book. It was exactly what I was looking for. How to get more business using my business cards. No stupid studies, graphs, charts or scientific BS. Just things to do to find customers, build business, and get my name out there. If you can't find a few ideas to put to use, you shouldn't be in business. I liked this book so much I ordered a few more as gifts. Gave one to my boss. He held it up at a sales meeting and said everyone should read it. Mentioning that it came from me didn't hurt. I am glad I took the advice of the other postive reviewers of this book! Get one for yourself!

If you're in business, this is a great book to read
I write a column for a number of trade and business publications. Recently I reviewed this book and gave it an excellent rating. Whether you've been in business for a long time, or are just starting out, one good idea put to use could increase your business nicely. Not every idea is for everybody. Some are clever. Some are creative. Some are just plain fun. Some take some planning, and some you can just put to use right away. If you don't already have a great card, skip to the back chapters, design your card, and then the author will tell you how to creatively network with it. This book is inexpensive, easy to read, and a lot of the ideas are something probably everyone in business forgets to do, one time or another. Great for reference, or just sharing with your business colleagues. I liked it.

First book I am returning
This is the first book out of many I have purchased at Amazon.com that I will be returning. I expected much more out of a book that is rated 5 stars by the seven reviewers before me.

Here's what I really wanted - tips on card design with statistics on what works and what doesn't. For example - what to put where on the card and perhaps some test marketing and statistics to show what information is important on a card and what should be left off.

Then I wanted a rational scientific approach to networking with the card - with an evaluation of effectiveness of approaches depending on the situation.

Instead what I read was a few gladhanding techniques - none of which were new to me.

Get the book if you are absolutely brand new to business and you have no idea on how to use your business cards. Otherwise, I recommend a pass. ... Read more

Book Description

Entrepreneurial phenomenon Ari Weinzweig, co-founder of the much-loved Zingerman's Deli, shares the secrets to providing world-class customer service.Zingerman's in Ann Arbor, Michigan, is a beloved deli with some of the most loyal clientele around. It has been praised for its products and service in media outlets far and wide, including the New York Times, Men's Journal, Inc. Magazine, Esquire, Atlantic Monthly, USA Today, and Fast Company. And what started out as a small deli has grown to a flourishing restaurant, catering service, bakery, mail-order operation, creamery, and training business.

Booming business and loyal customers are proof enough that the Zingerman's team knows a thing or two about customer service. Now in Zingerman's Guide to Giving Great Service, co-founder Ari Weinzweig shares the unique Zingerman method of treating customers, giving the reader step-by-step instructions on what to teach staff, how to train them, how to implement the training, how to measure their success, and finally, how to reward performance.

Some of Zingerman's time-tested principles:

--Customers who get a great product but poor service won't be as loyal as those who are disappointed with a product but get great service.
--You'll get more complaints if people believe you care enough to listen to them. And that's a good thing.
--Employees who are rewarded, respected, and well cared for treat customers the same way. ... Read more

Book Description

Harness the power of information to outsell the competition.

It has become a buyers' world.Salespeople are faced with a proliferation of competitors, commoditization of their products and services, reduced customer budgets, and more complex and longer customer buying cycles.In addition, the endless flow of information available to their prospects over the Internet make them far less dependent on the salesperson for solutions, even further limiting access to decision makers.

How do salespeople transform themselves into savvy professionals who can be counted on to continue to win business even under these tough, seemingly insurmountable conditions?Author and sales consultant Dave Stein has helped thousands of CEOs, VPs, sales managers, marketing directors, and sales teams navigate the most complex opportunities with precision and speed, even duringchallenging economic times.

In How Winners Sell, Stein shows readers how to plan strategically for scenarios when details are most important-so they never come up short in the eyes of a client.Readers will also discover how to:
* Develop new skills needed to thrive in today's hyper-competitive marketplace.
* Decide which sales opportunities are really worthpursuing.
* Identify what's important to top executives to gainand maintain access to them.
* Recruit and influence people within their accounts to sell on their behalf.
* Learn crucial information about the competition that will help win the big sale.
* Use information to increase the size of the opportunity, get prospects to close sooner, and spend fewer resources winning the big sale.

How Winners Sell gives salespeople what they need to position themselves with executive-level credibility, offer greater and more meaningful service to their clients, and know their competitor's next move-so they can move first! ... Read more

Reviews (2)

Something Old, Something New
Selling is a combination of the tried and true with what's happening in our society today. The world has changed since 911 and the collapse of companies like Enron, Global Crossing, et al. Selling hasn't gotten any easier, and you need to remember the basics once in a while.

This book gives you a good overview of the basics, but also brings out some new points that I hadn't considered in my own selling. It's also a rather easy read. There are 21 'strategies' or things you need to keep in mind during the sales cycle. And the points he brings up are good. When I've lost a sale and do a post mortem later, I find that I've usually skipped one or more of these points.

Not a big book at a little over 200 pages, it is well worth the time if it helps you on one big sale.

Excellent Book
Extremely useful. New edition provides strategies for today's selling market. Highly recommended. ... Read more

Book Description

Reviews (3)

Samurai Selling
Samuarai Selling gets to the heart of sales - what it is to service people and enjoy a win-win situation all around. We give it to all of our sales people as a welcome gift to our company. I re-read it once a year and always learn something new and enjoy the satisfaction of seeing that I really have incorporated the Samuarai Selling Principles into my every day activities. It's a success!

A Must Buy
In today's IPO get rich quick world, this book is a must for those that enjoy selling because they are a believer in what they do. If you are a peddler PUSHING a product, go get tactics from another book. If you are a believer in your company, read this book.

Essential Book
The material is this book is an important part of my overall approach to sales. I have shared this material with many of co-workers over the years. It has been one of three key sales books in my collection. ... Read more

Book Description

Praise for JUST ASK A WOMAN

"Just when you think you know it all, Mary Lou Quinlan helps you with your thinking in a new and wonderful way. If you want to capture a larger piece of your market, read this book."
–Gordon Bethune, Chairman of the Board and Chief Executive Officer
Continental Airlines, Inc.

"Mary Lou’s fascinating book delving into the commonsense insights of women toward products both mundane and high tech is a watershed event. Mary Lou shows that women are both procedural and disciplined (many even use an ‘informal board of directors’ to confirm their own opinions), and marketers who don’t take them seriously do so at their own peril."
–Rance Crain, Editor-in-Chief, Advertising Age

"A deeply insightful and actionable articulation of how women live today, their deepest feelings and hopes and desires. There’s a depth of understanding here that clearly reveals the enormous experience that Quinlan has had in marketing and advertising."
–John Pepper, Chairman, Executive Committee of the Board
Procter & Gamble

"Think you know how to make women buy your product? Think again. Mary Lou Quinlan surprises and delights with insight into what it takes to sell almost anything to any woman."
–Melanie Wells, Senior Editor, Forbes

"Mary Lou Quinlan harnesses her decades of experience to provide powerful insights into how to not only ‘ask a woman’ but also to listen to her. Highly readable, this book speaks cogently to practicing and aspiring marketers about tapping into the minds and pocketbooks of women. Quinlan provides a guide to smarter and better marketing."
–Stephen A. Greyser, Professor of Marketing and Communications Emeritus
Harvard Business School ... Read more

Reviews (13)

On Target
This is an essential book for anyone involved with marketing products to women. It gets to the heart of how to increase relevancy with the valuable female target market - what's important to them, how to speak to them, what they really want & need in their lives. This book is well written and packed with insights on every page. Well worth the read!

Packed with Knowledge!
Mary Lou Quinlan interviewed 3,000 women consumers about their desires and buying habits. When you finish her book, you will actually be able to answer the question, "What do women want?" Quinlan's style is direct and personable. She backs up her arguments with quotes from successful CEOs and marketers and with a smattering of do's and don'ts from the world of advertising. The book has heart - after all, Quinlan maintains that for women, business is personal - as well as practical advice, although you may have to dig for it. She provides a lot of information on broad thematic lines, sometimes making it tricky to sort out strategies from stories. This is less of a textbook than Marketing to Women (by Martha Barletta from Dearborn Trade Publishing); it is more research-based and extends beyond communications into comparable hands-on, practical counsel. We suggest this wakeup call about the buying power of women to professionals in marketing, advertising, sales and customer service. Use this primer to decode those mixed signals you've been getting from women in your marketplace - and in your life.

No man bashing here
As a brand manager for a consumer products company and as a man, I recommend this book for marketers who want to succeed with their most important customers - women. The tone of the book doesn't have any layer of man bashing instead the author really just tells the truth about women today. The excerpts from her research with women were so revealing and honest and I could hear the women in my own life saying the same things. Now I understand how to translate that to strategy for growing my business. A must buy for marketers.

Shrewd Advice
Good guidance for those exploring the marketing fundatmentals that are needed today to market WITH women. Solid background and easy to follow. Simply a delight to read.

A Great Read!
It's amazing how Mary Lou opens our eyes once again and reminds us of good marketing fundamentals. I found the book to be full of valuable insight as well as good anecdotal facts. Definitely worth the read for any marketing and sales executive looking to target the country's most important consumer: WOMEN! ... Read more

Book Description

This book shows you in easy, step by step format, how to profitably sell your own recordings online. You'll read in-depth interviews, tips and tricks from independent musicians who have made thousands of dollars selling their music from home! Includes up to date lists and websites where you can promote your music for free, plus a bonus user guide on setting up your own home recording studio. ... Read more

Reviews (2)

Extensive interviews with independent musicians
Written by a recognized expert in online music marketing, Mark Curran's Sell Your Music: How To Profitably Sell Your Own Recordings Online is a comprehensive, user-friendly, step by step guide to using the Internet in order to make money from your own music. Sell Your Music contains extensive interviews with independent musicians who have made thousands of dollars, as well as tips, tricks, and techniques to reaching your target market and maximizing your profits while minimizing hassle. Highly recommended for all aspiring performers whether they are soloists or band members.

Sell Your Music : How To Profitably Sell Your Own Recordings
I would highly recommend this book for all musicians and songwriters. At first I was skeptical as I have read other books about marketing music on the internet. But this one was very detailed and showed all the steps involved, and pulled no punches about the need for discipline. Mark W. Curran covers all the bases, and even includes ways to promote your band offline and offline, so that your online sales will be increased. There are some great resources in the back, also, and the book includes detailed screen shots on how to perform marketing tasks and to set up a daily marketing schedule. Good show, very good book. ... Read more

Book Description

CRM (Customer Management of Relationships) was supposed to help businesses better understand their customers and increase efficiency. Yet most companies are not getting the return they expected. Is it possible to make your customers happy, and, at the same time, improve ROI? Is there a practical, affordable way to get customers to tell you what they really want?

In Why CRM Doesn't Work, leading international marketing consultant Frederick Newell explains why it's time to change the game to CMR. CMR allows you to empower customers so they'll tell you what kind of information they want, what level of service they want to receive, and how they want you to communicate with them—where, when, and how often. It is a bold solution for business people at all levels in all industries who want to stay ahead of the curve in the development of customer loyalty. Newell shows by lesson and example why the current CRM isn't working, what needs to change, and how to put the CMR philosophy to work at your company—without additional expense. You'll read case studies of good and bad relationship marketing from companies as diverse as Kraft Foods, Procter & Gamble, Budweiser, Charles Schwab, Dell, IBM, Lands' End, Sports Authority, Radio Shack, and Staples.

With this book, you can build long-term relationships and bring in profits instead of relying on one-time sales. Why CRM Doesn't Work is important reading for companies of every size that are trying to satisfy and sell to today's consumer. ... Read more

Reviews (5)

Insightful!
Customer Management of Relationships (CMR) is not a tactic or gimmick - it's a new way of looking at your business. Author Frederick Newell promises that CMR will put your customers where they should be: at the forefront of your company's efforts. Newell, an international marketing consultant and leading Customer Relationship Management (CRM) authority, explains that a strong relationship with customers is essential to success. Although his book is unnecessarily repetitive at times and poorly organized, he provides excellent advice for companies already on the road to improving their customer interactions. Valuable testimony from experts accompanies numerous case studies. Whether you took a ride on the CRM train, or not, if you want better customer relationships for your business, we think this book may be your ticket.

Put Customers in Charge of Defining Your Relationship
Why CRM Doesn't Work is an excellent discussion of why most companies are disappointed in the results of their CRM investments in shiny new technology to attract and retain profitable customers. The basic problem: Companies are trying to use new tools to manipulate customers in ways that customers hate. An example would be a company that asks about all of your preferences, and then sends you enormous numbers of offers for things you aren't interested in. The solution: Use a management process that lets customers decide what relationship they want with your company, and then develop capabilities that efficiently provide what's needed for that relationship. An example would be all the fun programs that Budweiser provided on-line for those who wanted to enjoy participating in its Whassup?! advertising campaign.

As many people point out in the book, someone will sell you lots of technology bells and whistles whether you need them or not and whether or not you are prepared to use them properly. With this book, you can overcome that problem by using the thoughtful process outlined in the book to make your whole company move into an effective, customer-focused direction. I especially liked the way that it focuses on those relatively few current and potential customers who could make a real difference.

Although the message is a simple one that you could have gotten from a magazine article, I found it helpful to read the many detailed examples in the book. Those that described customer frustrations were the best as reminding me of how badly most companies treat their customers.

I should admit my bias in liking this book so much. On pages 172 and 173, Mr. Newell repeats two of my favorite stories about why humans have stalled behaviors that serve no current purpose . . . both of which appear in a book I co-authored in 1999, The 2,000 Percent Solution. In the first story, a woman cuts off the end of a ham before roasting it. When asked by her husband why she does that, she says that her mother always did. It turns out that her mother's roasting pan was too small for a ham . . . so that's what started the habit. In the second story, experimenters douse monkeys with cold water when one reaches for a banana. Soon the other monkeys will attack any monkey that tries to reach for a banana. Gradually change all of the monkeys in the cage, and they will still attack any monkey who tries for a banana . . . even though none of them have ever been doused with cold water.

So break out of your old habits of manipulating customers to reduce your costs and improve your profits so that you can establish a mutually advantageous and pleasant relationship that makes it easier for profitable customers to do more business with you.

Why did I grade the book down one star? Well, in a lot of sections the book is very repetitious. In some sections, one set of ideas follow another that don't seem to fit together . . . but there's no discussion of how they connect . . . although Mr. Newell clearly thinks they do.

If you agree with his premise and just want to work on doing the right things, you can skip forward to chapter 16 which focuses on the change process that he recommends.

What the CUSTOMER Wants is What Really Matters
Two years ago, in the midst of CRM furor, no one would have paid attention to "Why CRM Doesn't Work," however, this summer it has made its entrance with impeccable timing.

Newell introduces the idea of customer-managed relationships (CMR) and also shows by example (and spices it up with humor) how often CRM initiatives fail because most companies are still product--- and not customer--- focused.

Newell then goes further and explains how any business can discover why, when, how, and where customers want to be contacted....simply by realizing who today's customer is, and by listening to them. With these ideas in mind, it really makes you wonder how any company can miss these clues and continue to alienate customers as often as they do. With this book in hand, perhaps more executives will be able to create a truly customer-focused culture; one that lets the customer take control.

Beyond these insights and ideas, Newell questions how technological, financial, and other changes of the future will effect how CRM is being done today, and how CMR can be an answer to many of the most pressing issues.

This book truly speaks to businesspeople in any industry, at any sized company, and at any stage of their CRM initiative (even if they don't yet have one)

This book entertains while also encouraging its readers to think hard and formulate their own answers to their company's problems. CRM - such a grand (and wonderful) business strategy, still needed a new approach, and Newell delivers it.

CMR is long overdue
Frederick Newell explains throughout exactly why CRM needs a readjustment (and so much more). This book is peppered with thoughtful insights and never-thought-of ideas for any CRM or Marketing executive wanting to justify a new CRM implementation or one who is desperately searching for a clue to begin the rebirth of an existing one.

Until this book, marketing and other business professionals everywhere may have been wondering where they should look for some fresh answers to their marketing initiatives. My suggestion is that they look right here, because this: CMR (Customer Management of Relationships)... is precisely what Customer Relationship Management will, and must, become.

Frederick Newell has done it again only this time with a lot more moxie. As always, he sees the future of this important business strategy and points the reader in the right direction.

Insightful!
Customer Management of Relationships (CMR) is not a tactic or gimmick - it's a new way of looking at your business. Author Frederick Newell promises that CMR will put your customers where they should be: at the forefront of your company's efforts. Newell, an international marketing consultant and leading Customer Relationship Management (CRM) authority, explains that a strong relationship with customers is essential to success. Although his book is unnecessarily repetitive at times and poorly organized, he provides excellent advice for companies already on the road to improving their customer interactions. Valuable testimony from experts accompanies numerous case studies. Whether you took a ride on the CRM train, or not, if you want better customer relationships for your business, we from getAbstract thinks this book may be your ticket. ... Read more

Book Description

Secret to sales success starts with higher emotional intelligence (E.Q.).Improve your E.Q. and watch your sales soar!

Emotional Intelligence (E.Q.) is the ability to relate to people and maintain positive relationships, and is now widely regarded as more critical to workplace success than I.Q.Selling With Emotional Intelligence will help sales professionals improve their E.Q. for better performance. ... Read more

Reviews (13)

Good for first-timers - not for those in the business
Good stuff in this book. But not if you're a pro. This book contains basic concepts only. And even then, the concepts could be further explained if only Mr. Kennedy could have provided more examples of how to apply the concepts... then it'd be more useful.

Otherwise, if you've never written a sales letter before or never picked up a Direct Marketing Book, this one is a good place to start, like a direct mail writing 101 primer class.

Interesting point in the book: I never knew the envelope of a DM should be used to fool the postman into delivering your mailing instead of dumping it in the trash. Most others would say the OE has only one use, and that is to get your prospects to open and read the contents.

Don't send junk mail. Write letters that get read.
This book is most useful to small business owners who want to generate qualified leads and not waste time, money, and energy in sending out useless junk mail.

The techniques described by the author in this simple but effective book are easy to learn. The author explains a systematic process in writing the ultimate sales letter that gets read and achieves results. Overall, he describes 28 steps involved in designing, creating, and getting your sales letter to the right prospects. The book is less than 200 pages long and doesn't take more than a couple of hours to read. It does take a lot longer to implement the ideas presented though.

Here are a few things I learned in the book that really surprised me -

1. That some mail delivery personnel hate junk mail and hence do not deliver it (this is against the law but a small percentage still seemd to indulge in this criminal behavior). There are some good tips on how to minimize the chance of your sales letters being perceived as junk mail.

2. The concept of 'comparing apples to oranges' in presenting price to your customer. I have always had reservations about doing this but after reading the explanation in the book, I am no longer opposed to adopting this highly effective practice. The author has a very compelling argument on why this is the right thing to do.

3. Mailing a mockup of the sales letter to yourself to see your own gut reaction to your marketing material arriving at your mailbox. This seems the most logical thing to do but I have never done it. From now on, I am always going to mail myself a mockup package before placing an order with my printer.

The book is full of these kinds of surprises and hence the reason for the 5 stars in this review. This book is probably one of my top 10 high value purchases of 2003.

The most important lesson I learned after reading this book - never underestimate the difficulty of writing a great sales letter and be wary of letting someone else write your letter. If it is your business, there is no one more qualified to write this letter than you. Spend the time and read this book. You won't regret it. After a couple of negative experiences, I now design most of my marketing material myself.

Good luck!

AN EXCELLENT BOOK
From Joe Catal. Author of "Telesales Tip From The Trenches".

When my book came out I wanted to give seminars on how to sell by phone. I wasn't sure how to go about it, so I decided to do direct mailouts to local companies in my area.

The first letter I sent made me $1,500.
Dans right about people. 90% of us stand over a garbage can and look through our mail. My letters 4 pages long!
If they're not interested, wheter it's one page or twenty they won't read it. If they are interested, they'll read the entire letter no matter how many pages.

I can assure you, by using Dans methods,when someone calls you from one of his letters, he's a high probability prospect.
The letters are better than cold calling!
Buy the book, there's really no way you can fail.
You'll also find two books that go very good with Dans.
Words that Sell and Phrases that Sell.
You'll get thousands of ideas to help give your letter impact.
Buy the book, this guy knows his stuff.

Great job Dan!

Right on the money.
This is a great book. I have written two ad copypieces using Mr.Kennedy's ideas and let me tell you they have pulled fantastically! If you contact me I will send them to you. Mr.Kennedy's plain language and simple style walks you through the thought process step by step. He opens your eyes to how to put yourself in your customers shoes and to understand their psychology. For someone who never went to college he understands business writing tremendously. I can literally attribute his book to refining my sales campaign.Our futures company ... is indebted to him.

Step by Step
This is a great book. I have written two ad copypieces using Mr.Kennedy's ideas and let me tell you they have pulled fantastically! If you contact me I will send them to you. Mr.Kennedy's plain language and simple style walks you through the thought process step by step. He opens your eyes to how to put yourself in your customers shoes and to understand their psychology. For someone who never went to college he understands business writing tremendously. I can literally attribute his book to refining my sales campaign.Our futures company ... is indebted to him. ... Read more

Book Description

It's Not How Good You Are, It's How Good You Want to Be is a handbook of how to succeed in the world - a pocket 'bible' for the talented and timid to make the unthinkable thinkable and the impossible possible. The world's top advertising guru, Paul Arden, offers up his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, making mistakes and creativity, all notions that can be applied to aspects

of modern life. This book provides a unique insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom, packed into easy-to-digest, bite-sized spreads. If you want to succeed in life or business, this is a must!

Paul Arden began his career in advertising at the age of 16. For 14 years he was Executive Creative Director at Saatchi and Saatchi, where he was responsible for some of Britain's best known campaigns including British Airways, Silk Cut, Anchor Butter, InterCity and Fuji. His famous

slogans include 'The Car in front is a Toyota' and 'The Independent - It is - Are You?'. In 1993 he set up the London-based production company Arden Sutherland-Dodd where he is now a commercials director for clients such as BT, BMW, Ford, Nestle and Levis. ... Read more

Reviews (11)

Useful, but too much hype
What a book - beginning with what is the title supposed to be saying? "The world's best selling book" - is this the best selling book in the whole wide world? What about the Bible, or many other blockbusters? Or is it just a (as in one of many) best-seller? Could this be prosecuted for mis-representation?

Then the flyleaf compares this book to Sun Tzu's "Art of War" and Machiavelli's "The Prince" - ok so he's not exactly modest?

There are some useful comments, such as

'develop a complete disregard for where your abilities end'
'don't promise what you can't deliver'
But then the second half of the book becomes exclusively about the advertising industry, with very little benefit to anyone else. The cover doesn't say where he got his experience, so you don't get warned its about the advertising industry.

But the best thing was right at the end, "Life's Creative Circle" showing the stages of life from 0-100, eg
30-40 = 'hell bent on success',
40-45 = 'repeating success',
45-50 = 'trying to keep up with the 25-year-olds',
50-60 = 'reinventing yourself'.
Not everyone would agree with all the descriptions, such as 75-85 = 'youth regained', as that's not quite the case for the 50%+ of the population who don't live that long, but it gives some ideas.

The book is cheap, but if it was $5 more it wouldn't be worth it.

Never a dull moment.
There are lessons within this book that you may have learnt. But with that busy life of yours that once the idea had popped into your head, it popped right out. This just acts out as a little guide book, a reminder perhaps to get you through to remembering what you really want and how to get it. Though it draws on advertising mainly, it can be presented in many levels. There are great examples, pictures... Nothing too boring that would make you set it aside and never touch the damn thing again. Something easy to pick up when you've lost all hope and motivation. Its language and simplistic manner is set out so that there is no "drag time." There are books that span pages to get a point across, making it hard to pinpoint their exact meaning. Others too open to analogical readings. This is not one of them. Easy to reference, inspirational quotes, a great read really. An enjoyable one too.

simply hit the mark!
5 seconds holding this book is enough to make you realize you need to change. After 5 seconds.. little did you know, you'd probably already somewhere in the middle of the book.
A 'bible' for all goals specially for those who work in marketing and advertising world.

Get moving!
It's a shot in the arm and a kick in the pants. This is a to-the-point book that helps you "conquer the high dive".

Lots of inspiring quotes but is it worth the price?
This book is packed with wisdom and insights on how to succeed in any creative based business. It will inspire you and push you to heights you never knew you can reach However, the way it is written/presented makes it one of tthe greatest rip-offs of the year. It is basically a collection of one liners and phrases. Not that what's written are rubbish (it is very helpful) but some are obvious common sense. It is a very quick read, I managed to read the WHOLE book in a bookstore while standing. This where I balk at recommending this book for purchase. Borrow it from someone or wait when for it in the bargain bin or used books section because spending for the cover price is not worth the content. ... Read more

Book Description

A complete guide to selling in a retail store. Written in a easy to understand format with do it yourslef exercises for sales associates to practice their skills. Used by many retail stores as a training guide for their sales assoicates. A complete test is available free of charge to test compentency of sales associates. ... Read more

Reviews (5)

Too Basic for the Seasoned Sales Professional
This book might be helpful to someone who is just getting started in the retail industry, but for a seasoned sales professional it was too basic.It is written more like a textbook, so maybe it was meant for a beginner, but I was hoping for more "meat" when I bought it.

Finally, a book that explains how it really is!!!!!
Fantastic!Now you don't have to try selling retail merchandise to know just what a tough but very satisfying job it is!Everyone interested in pursuing a career in retail or getting better at it should read this one!

"Another great book from this author"
"Great book!Mr. Dion has done a great service to all of us who workin Retail.To prepare us for the profession of Sales Associate he expandsand illuminates concepts that have been explored for many years but does itwith a fresh and more convincing eye, and presents a practical guide forapplying them.This book is very easy to read and younger Sales Associateswill find it particuarly entertaining. "

"Another great book from this author"
"Great book!Mr. Dion has done a great service to all of us who workin Retail.To prepare us for the profession of Sales Associate he expandsand illuminates concepts that have been explored for many years but does itwith a fresh and more convincing eye, and presents a practical guide forapplying them.This book is very easy to read and younger Sales Associateswill find it particuarly entertaining. "

Retail Selling Ain't Brain Surgery It's Twice as Hard
This book is the perfect primer and a great reminder for anyone in working in sales. It clearly states all the steps needed to complete a successful sale in with any product. These steps do become automatic,with experience, but it never hurts to be reminded. Jim Dion's created an entertaining bookout of what can be a dry subject. I own a clothing store and give this bookto every new salesperson I hire. It can be read in an evening or two.Ihighly recommend this book to anyone dealing with the public. ... Read more

Book Description

In today's hypercompetitive global marketplace, a company's pricing policy can make or break the bottom line. Yet a surprising number of firms attempt to increase profits without the aid of a carefully and creatively designed pricing strategy. Now, in this long-awaited book, the world's two leading price experts Robert J. Dolan and Hermann Simon take managers beyond conventional thinking to show how their breakthrough system of "power pricing" will improve the bottom line by an order of magnitude. They destroy popular but not necessarily financially savvy ideas on pricing, such as relying on a standard markup on cost rule. They expose as passive the "strategy" of letting the market or a competitor "set the price." But the key is in what they provide: the tools by which the pedestrian pricer can become a "power pricer"who achieves quantum leaps in financial performance by aggressively implementing sophisticated pricing strategies.

Dolan and Simon combine their international expertise and know-how to reveal the latest breakthroughs in pricing tactics. Drawing on their firsthand experience with firms throughout the world, they make available for the first time the logic behind the actual practices of "power pricers" engaged in fierce global competition. Market segmentation, promotional pricing, competitive strategic pricing, international pricing, nonlinear pricing, interrelated product line pricing, and time-customized pricing are just a few of the crucial concepts which the authors explore and explain when and how to implement. The authors' approach to creating "power pricers" is twofold. They specify the practices of the strategic pricers among the world's most successful firms and then lay out a four-dimensional system to attain this level of pricing sophistication and resulting profit improvement. Dolan and Simon draw their portrait of the power pricer in four critical dimensions: viewpoint on pricing, fact file support pricing, tools and scope of analysis, and determination and implementation.

The authors argue that firms must view pricing as a key and highly manageable element in the profit equation, worthy of attention equal to that accorded to sales volume and costs. Companies must have data at their finger tips which are more accurate, timely, relevant, and dissaggregated than their competitors'. Using these data to create a systematic analysis of customers and competitors, companies will be able to create and assess pricing scenarios to achieve long-term profitability.

This targeted, quadrupled approach to transforming the bottom line by managing price leaves no strategy or option unturned. Power Pricing is a highly detailed yet practically focused book which will become required reading for business leaders; general managers; marketing, product, and brand managers; accountants, financial managers, and marketing students, world-wide. ... Read more

Reviews (8)

Gaining a strategic understanding of pricing in daily life
Why does there exist such a variety of pricing schemes for different products and why do we see different prices for the same product, depending on who buys it when, where, and how? This is a branch of microeconomics called price discrimination. Price discrimination questions are among the most directly observable ones for students, particulary those who are unlikley to study more economics or business. I therefore focus on these questions in teaching managerial economics in an organizational management graduate program.

Dolan's and Simon's book is therefore of some interest to me. These two management consultants have written an extremely practical and non-academic book which explores the actual practice of business pricing with greater sophistication than found in most standard applied micreconomics texts or many business marketing texts. The main markets for this book, I suspect, are students, having graduated but still disatisifed with the overly theoretical approach in their microeconomics classes, and business managers, especially in medium to large companies, for whom pricing is a very dynamic and strategic issue.

I doubt this book is used as a main teaching text, nor would I recommend it. Its basic concepts are hardly novel and are found in any microeconomics or marketing text.The presentation of the basic concept of price elasticity is somewhat long and tedious (it is usually done in less than a page in a standard microeconomics text). However, the application of this concept -and illustrations of how businesses can use it practically - makes for a very rich discussion.

What is useful in their book is the variety of examples of actual business settings where practical pricing decisions have to be made which can apply several different concepts. How globalization affects pricing decisions is given considerable attention in this book. I did not find the final section on implementation of priing strategy in organizations as insightful as the middle chapter which is more analytical.

For teaching and learning purposes, this could be a useful back-up resource, if used judiciously with a more standard text.

Generalista
Me parece que este libro da ideas básicas de las estructuras de precio usadas actualmente, sin embargo toca cada tema muy superficialmente y al menos en mi caso tuve necesidad de comprar otro libro sobre el tema con la idea de profundizar mas en las estructuras de precio no lineales.

Very Relevant Material
I work in the small appliance business. Price is one of the largest issues facing our industry. Dolan combines textbook economic theory, practical applications and real world examples to spin an enticing web of price application. This is a must read for : former economics majors who wish they had pursued a graduate degree, marketing people who have pricing authority (or wish they did) and sales people. The underlying message is reinforced by example.. price on customer perceived value. A great "pass around" text for co-workers, its not terribly academic, but you must keep with it in the slow chapters.

too specific and at the same time too general
Needing literature for my thesis I found this book. Looks promising, but quotes like "global brands coupled with differentiated prices are not possible" immediately dismiss this book as a good source of reliable info. I just have to mention the differing prices of MC Donalds throughout the world, and you know this quote is really worthless. Of course the quote has some meaning for high priced goods, but for almost all fast moving consumer goods this quote is rubbish. I think it would be useful to add to a future version of this book that this remark is more valid for high priced goods.

Second point that I want to make is that the author thinks all producers have factory outlet stores or that distributors don't have a supplier. But this is probably my business administration background asking for a real perspective on prices, instead of just one isolated part. Mr. Dolan please read some distribution channel management literature! There are suppliers and there often is a retail channel that has some power in setting their own prices (especially in EUROPE)It is not clear from what perspective the author is looking.

And last of all, if you write a better version, please change the title, the best thing that I can say about the current title is that it fits the book.

Full of Bull With A Few Good Points
The author discusses and recommends a number of multivariate techniques without having adequate knowledge of them. Throughout the book, the author stresses the importance of applying conjoint analysis. It is obvious that the author tries to build himself up by using terminology and discussing techniques that he knows little about.

The author also rewrites real business events in order to fit his examples. Often he dwells too long on these examples instead of getting to the point.

While the author is a marketing professor, I don't think that he chose a target market. The content is no better than the information that a marketing student will get from an introductory accounting course. In addition, the terminologies that the author kicks around will likely scare marketing managers who lack a marketing education. Postgraduates will likely consider this book a waste of time and money. I have read other books that cover pricing just as well, get to the point quicker, and aren't as full of bull. ... Read more

Book Description

Strategy, tactics, and mental preparedness separate superior salespeople from the average -- and with technological advances leveling the competition, the selling edge is more important than ever. Drawing on his own successful sales career, and on his extensive experience as a sales consultant and seminar leader, Brian Tracy has developed the most comprehensive and effective approach to selling ever created.

Advanced Selling Strategies provides you with the techniques and tools used by top sales people in every industry -- methods that net immediate and spectacular results. This audiobook explains how to:

• Develop the self-image to give you the edge in every sales situation
• Concentrate on the customer's emotional factors to ensure better sales results
• Identify your customer's most pressing concerns and position your product or service to fill those needs

Reviews (1)

This is a must read book for all sales people.
This book tells you the styles, tactics and different ways of selling, it shows the way marketers react to sales and how they make their sales as well. After reading this book, i was changed for better. ... Read more

Book Description

In a new, completely revised and updated edition of his 1999 classic 1001 Ideas to Create Retail Excitement, public relations and marketing guru Edgar Falk shows small, medium, and large business owners how to make the most of retail opportunities in any economic environment, and teaches all business owners how to think big in the face of growing competition and consumer insecurity.

In our ever-changing economy, Falk's strategies are an absolute necessity for survival and success. Here, he offers a veritable encyclopedia of practical suggestions that show small- to medium-sized retailers how to attract new customers, then goes on to offer solid, time-tested advice on how to keep them coming back, over and over again. From proven-successful ideas for eye-catching window displays, in-store promotions, and special events to tested strategies for market research and publicity, this guide provides everything the small business owner needs to become more aggressive and effective in pulling in customers and fending off competition. ... Read more

Reviews (5)

Timely Ideas in Falk's Revised Book
Ed Falk's rolodex seemingly never runs out of ideas. While many of them fall in the category of "hey, I remember doing that a few years back and it worked", the revised edition of Falk's book has lots of new ideas, too. He's broadened his coverage of retail outlets and that makes the book even more useful. The suggestions in this book are clearly stated, helpful and in most cases easy to apply. It is also a great stimulator to help bring that germ of an idea the reader has been carrying around in his or her own head to reality.

Want more ideas?
It¡¦s really a great book. The author start with the theme that ¡§the name of the game in retail is ¡V to attract new customers and get old ones to keep coming back.¡¨

Just like what is mentioned in the title of the book, lots of ideas and comprehensive information are explained in the book. The book provided lots of helpful, informative details about how to create retail excitement.

However, different places have a lot of differences, such as the culture, regulations and policy, etc. It is similar to different customers have different needs and wants. I think that it is very important for the marketer to pay special attention to the different aspects of your target customers. So, the first step mentioned by the book about ¡§how to develop information¡¨ is very important. Once the marketer collect information in the specific region through the primary and/or secondary research, they can get more understanding about their customers and the culture or regulations of the regions. Then the marketer can develop their ¡§excitement¡¨ which is tailor-made for the target customers.

So, if you are the retail marketer who would like to get more ideas, or you are the retail marketer who nearly runs out of ideas, you would be highly recommended to have a look at this book.

Very shallow coverage
If you're looking for a book about big time retail advertising then this is not it. But if you are a small business just getting started you could do worse. However most of the things in this book are everyday ideas that most anyone could come up with. Hard to justify the expense of the book when it is so obvious on so many levels. Can't recommend it unless you get it as a gift for Christmas.

Very basic information
I found this book to be most appropriate for beginners or people running their own business. It did not seem to be writen with the professional Promotion Manager in mind. Tactics that are listed are "tried and true" promotions that you are likely to find being used by a small, local retailer. If you work for a large corporation, save your money.

A real meat and potatoes book for the truly hungry
This is without doubt the best book on creating retail excitement that I have ever seen, and I have read more than a few. The ideas expressed herein are easy to use, not expensive, and truly do work. This is a book that gives you the nuts and bolts of exactly how to create retail excitement, not just a lot of gray area fluff. In addition to the ideas provided, this book will help you to get your own creative juices flowing. I am very appreciative to Mr. Falk for his help. This is a book that is worth many many times its cost. Not an expense, this book truly is an investment. ... Read more

Reviews (3)

Great Book for Direct Marketing
This book covers mainly the topics direct mail (mail package, letter, response form ec.). It also covers topics like brochures, print ads and catalogs. But there are also some additional chapters on the radio ads and the internet (aka online media). The later one was highly stimulating and provoked a partial redo of the website I build as part of my work as a centermanager....

This is "must" reading for every aspiring copywriter
Write on Target is filled with sound ideas and guidelines for direct marketing creatives. Frankly, I wish I had this information when I was starting out. It definitely belongs in every marketing library and right next to the computer of every copywriter!

An excellent book for anyone who wants to learn copywriting.
Write On Target: The Direct Marketer's Copywriting Handbook by Donna Baier Stein and Floyd Kemske will give you an excellent understanding of what direct marketing copy is and isn't, how to write good copy, and how to tell good copy from bad.

I really liked it because it has lots of sound, practical advice, tips, and checklists. It also has many examples of real campaigns covering all types of direct marketing copy from letters and brochures to the hot topic of writing for online media such as Web sites. Many examples are reproduced from the originals, showing parts of the package with graphics. It always gets my creative juices flowing when I read what the really greats in the industry are writing.

Even though I'm an experienced copywriter, going back for a "refresher course" is always helpful. For the person just starting out or with a couple of years' experience . . . this book is a must! It's also very valuable for anyone who has to hire copywriters, teach cop! ywriting, or approve copy. ... Read more