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Positioning - The Battle for Your Mind : Book - Paperback There are 4 P’s taught in traditional marketing strategy: product (or service), price, place, and promotion. The fifth P that’s often left unspoken is the one created by authors Al Ries and Jack Trout in the 1970’s. Their goal was to create a “position” into the prospect’s mind in this over-communicated society. So, they went to work with the advertising giants on Madison Avenue, and coined the concept that quickly swept through Wall Street and into Main Street. It is “positioning.” Positioning IS the foundation for the other 4 P’s of marketing and an essential piece to any successful marketing campaign. It’s a very fast, easy read. A true MUST read for anyone in business!

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How To Drive Your Competition Crazy: Creating Disruption for Fun and Profit : Book - Hardcover (234 pages) Simply put, It's an awesome, fun and works! I drove my competition absolutely crazy - and had fun doing it! Ironically, while my competitors were focused on me because they were going crazy, I remained focused on my customer and out served, out lasted and out witted them by using some of the methods in this book. We were the best in our entire area as a result. In order to be successful however, you have to know everything about your customer (and competitors) better than they know themselves. You'll be able to ignite an excitable word of mouth marketing that will motivate your customers into literal "evangelists" for your organization. It's packed with useful exercises, examples, case studies, interviews, etc. YOU NEED THIS BOOK!!!!!

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How to Sell at Prices Higher Than Your Competitors : The Complete Book on How to Make Your Prices Stick : Book - Paperback (221 pages?) This small little book was one that I am very grateful I read, and even more thankful my competitors never did. It was the "how to" of all books that went through an analysis of buyers needs, buyers likes, and then wraps up with some of the tricks often used to get you to cut your price, sales techniques to successfully use with a price buyer, and how to face a competitor's price cutting strategy. Is your product or service a "commodity"? Do you charge like it is? In all actuality, there are very few true commodities in the world - then don't charge like it is a commodity! This single book was one of the most instrumental books that helped raise my firm's prices before I sold it. And in a three month period, we successfully raised prices between 35% to 100% because I was able to tangibly understand the worth of our service. Then I could effectively communicate that. Looking back, that was an excellent return on a $20 investment. Anyone in sales or business NEEDS this book because from a selling standpoint, it's ingenious, and from a buying standpoint, gives you an edge (or ledge) to negotiate from since most won't ever take the time to read it!

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Positively Outrageous Service : Book - Paperback (236 pages) I have a degree in marketing - this book should be REQUIRED READING FOR ANYONE IN SALES OR MARKETING! It's not only a basic platform of what it means to "WOW" your customer - even when a mistake occurs. All too often many business now days focus on discounting their price or providing "their" definition of what they believe "good service" would be defined by the customer - but never ask the customer. Today's successful businesspeople need to learn that the true secret of POS (Positively Outrageous Service) is "doing the unexpected unexpectedly, and giving the customer more than he ever thought possible.” POS should be "random and unexpected"; "Out of proportion to the circumstance"; "Invites the customer to play or be involved"; "Creates compelling word of mouth"; "Creates lifetime buying decisions." The book is simply awesome!!!

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Selling the Invisible: A Field Guide to Modern Marketing : Book - Paperback (252 pages) It is estimated that by the year 2005, 80% of Americans will be in the service industry somehow. We have gradually shifted from a manufacturing base economy producing tangibles--automobiles, clothes, and tools to a service base economy providing health care, travel services, entertainment, etc. Unfortunately, many of us still market and sell these services based on the previous manufacturing base marketing of the 1970's. Beckwith stresses that consumers are primarily interested in relationships - NOT features! He also stresses the value of not only the 4 P's of marketing (product, price, place, and promotion) but also, positioning, focus, naming, branding, communication and the nurturing / keeping your clients. If have any part in marketing or sales (even in the manufacturing / product arena), then "Selling the Invisible" is a must read - because you'll probably be in the service industry soon! It's a very quick book with short chapters, and full of practical examples. Tons of practical knowledge for both the Veteran and Rookie in sales, marketing and management. (I personally listened to the audio version).

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Selling the Invisible: A Field Guide to Modern Marketing : Audio Cassette Book (Abridged) see previous review above

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How to Win Friends and Influence People : Book - Paperback (276 pages) It's a classic - what more can I say? He'll walk you through 6 ways to make people like you; 12 ways to win people to your way of thinking; 9 ways to change people without raising resentment. He believes that financial success is 85% in "the ability to express ideas, to assume leadership, and to arouse enthusiasm among people" and only 15% is "professional knowledge". Hmmm...maybe that's the golden secret to his family's extreme wealth? These basic skills are re-taught so that those you have contact with genuinely feel important and appreciated - not manipulated. Bottom line, the principles are common sense, the values of yesteryear we saw on "Leave it To Beaver" as kids; and here's the newsflash, they still work! It's a good one to own, but make sure you take the time to slowly integrate them and practice!

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How to Win Friends and Influence People : Audio Cassette Book (Abridged) (8 cass / 7.5 hours) (8 cass / 7.5 hours) - see previous review

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How to Win Friends and Influence People : Audio CD Book (Abridged) (CDs) (CDs) - see previous review

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50 Powerful Ideas You Can Use to Keep Your Customers : Book - Paperback (128 pages) To succeed in business, you need customers - that’s the bottom line. Dr. Timm states that “the average business will lose up to 30% of its customers this year - because of poor customer service!” Wow! In fact, one angry customer can cause “55 others to stop doing business with you” and can “cost your business several hundreds of thousands of dollars over a decade.” That’s the bad news. Here’s the good news though, it’s your choice to lose that 30 percent! His book is a fast, easy read that is packed with practical suggestions to apply at three distinct levels: anyone at your organization, the manager and the sales staff - all working together. It’s the MUST READ book for everyone in business!

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The Golden Rule of Schmoozing : Audio Cassette Book (Abridged) see previous review above - prefer audio version due to Penn Jillette reading the book.

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101 Secrets of Highly Effective Speakers: Controlling Fear, Commanding Attention : Book - Paperback (226 pages) Public speaking is the #1 fear, and yet, she provides realistic, practical ideas in a small, compact title. Each point in this book is a small morsel to savor that develops awareness and discipline for practical application. It's a great "Beginner" book, but also has several "check points" for the Veteran speaker to assess posture, commanding attention in the room, etc. It's a good reference tool!!

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101 Secrets of Highly Effective Speakers: Controlling Fear, Commanding Attention : Audio Cassette Book (Abridged) (2 cass / ~180 min. or ~3 hours) see previous review above

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101 Ways to Promote Yourself : Book - Paperback (393 pages) Due to it's length and overwhelming amount of material, I have honestly use as a reference tool. It's easy to want to do all the ideas you read about right away - and that's simply impossible! You may have the most outstanding business, product, idea or talent in the world, but your visible success is based on letting the rest of the world know about it. It is richly packed with low-cost, high-powered ideas, methods, strategies and techniques to catapult you to the top of your chosen market. You'll find out how to: "Develop hot new leads"; "Project a positive image;" "Get your name in front of potential customers;" "Promote instant name recognition;" "Hold on to valued customers;" "Build on your success by cultivating referrals;" "Position yourself for greater visibility in your market;" "Grow and expand your network and database;" "Explore media opportunities;" "Market effectively on the Internet;" "Create goodwill in your community" and much more! A great reference tool!

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101 Ways to Promote Yourself : Audio Cassette Book See previous review above

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Power Networking: 59 Secrets for Personal & Professional Success : Book - Paperback "Networking is the most cost-effective marketing tool around when it's used wisely, appropriately and professionally" says author Donna Fisher. This book served very useful for learning the secrets to creating personal and professional networks, and a great "reminder" of those that are very experienced in networking. It covers topics like the "3 P's of networking: People, Power, Promotion", nurturing your network, creating visibility, and much, much more. It would be great for anyone or any organization in sales that counts on referrals for making that next sale. You can either cold call, or network - it's your choice. It would also serve as a good "start up" book for any new organization or sales person, but beware, it's alot to digest all at once. Take the time to review it in stages, then slowly and methodically apply it's content in stages as well so you can practice what you learn. It's a great resource!!

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Power Networking: 59 Secrets for Personal & Professional Success : Audio Cassette Book (Abridged) (4 cass / 218 min. or ~ 3 hours 38 min.) See previous review above

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The Golden Rule of Schmoozing : Book - Paperback (191 pages) Schmoozing is a "Golden Rule" and arguably an art form that encourages people to say, "you've really made my day" instead of demanding to somebody - "hey, make my day" buddy! I listened to the audio version, and Penn Jillette (of the magic duo Penn & Teller) adds a unique, vibrant personality that keeps the subject light and entertaining. The material covers various tips and tricks for different occasions, bestowing compliments, planning surprises and my favorite... "choch" (or gift giving). About mid way through though, Aye Jay goes on a strange tangent, then comes back to reality to finish the book strong. It's a very valuable book laced with interpersonal and communication gold - and it works! I listened to this book on the way to Los Angeles for a meeting April 2001, and decided to try one simple little phrase he used...it got me an upgraded hotel room at no charge! I don't promise it will work for you, but schmoozing done WITH SINCERITY is effective. The possibilites are truly endless. It's practical for both the business and private world.

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Cold Calling Techniques (That Really Work!) : Book - Paperback (160 pages) “Cold Calling Techniques That Really Work” is a broad brush, overview of professional sales 101, teaching you the basic skills you need in a direct, compact format. His focus is methodically woven throughout the book to not necessarily go after the sale from “go,” but rather, getting to the next objective (which may in fact be the sale, but most often, simply another appointment). People tend to buy from people they like. That means it’s about relationships! A majority of his text is based on his personal experience marketing to large corporations, and doesn’t effectively cover the cold call to the consumer; but still worth the time to read because the principles are so good!

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Sales Letters That Sizzle : Book - Hardcover (224 pages) Herschell Gordon Lewis gives you a great, one book guide that will help get you the sale. The key in direct mail, is to get your letter opened, then read - and most direct mail never even gets opened. He’ll take you through the most important rules of successful sales letter writing, ten tips to show case your message, ways to grab your reader’s attention, how to close with a bang, the envelope, and much, much more. What’s best, is that he’ll put in examples of letters, showing you what was done correctly, and incorrectly on each major section. It’s actually quite comical now, because like you, I get tons of unsolicited direct mail (aka “junk mail”), but now, I take my initial response (did I even open it), then browse my memory bank for tips the ones sending this piece should have done from the book. If you write any sort of direct mail copy, GET THIS BOOK!

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Power Talk : Using Language to Build Authority and Influence : Book - Paperback (224 pages) “Power Talk” is a book laced with good examples and several practical points on how voice, and speaking from the edge or the center influences a specific response - but changes depending on the situation and the other people engaged in your conversation. Depending which edge you speak from, often determines even IF your message is ever really heard. She doesn’t stop there though, she’ll go into culture (I love the elevator story she tells), voice mail, telephone etiquette, meetings, presentations, etc. to further apply these principles to the “real” business world. It’s a good reference, and afterwards, you’ll find that it makes you so much more aware of which ledge others are communicating from, so you then can effectively communicate back from the same ledge and make sure you're really heard. It’s a GREAT TOOL FOR ANYONE IN SALES OR MANAGEMENT!

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Power Talk : Using Language to Build Authority and Influence : Book - Hardcover (224 pages) see previous review above

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Power Talk : Using Language to Build Authority and Influence : Audio Cassette (Abridged) (2 cass) see previous review above

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The Ultimate Marketing Plan : Find Your Most Promotable Competitive Edge, Turn It into a Powerful Marketing Message, and Deliver It to the Right Prospects : Book - Paperback (211 pages) The book is almost like having a Marketing Consultant beside you the whole way - but costs less. I already have a degree in Business Administration (concentration in marketing), but serves to effectively paint with a broad brush, 2 whole years of marketing courses. It's a great "starter" book for the small business, or any organization starting to integrate new marketing / public relations personnel but aren't sure what to do with them. In fact, there are two sections alone well worth the price of the book: "Getting Free Advertising" and "Poor Boy Marketing Strategies." It's a great reference tool and certainly a great return on the small investment!

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101 Ways to Conduct Business With Charm and Savvy : Book - Paperback (191 pages) Overall, it's a pretty simple, common sense book and I'm still referencing it instead of reading it. It is a unified, compact resource to re-visit what we already know personally, and then "stretches" some of them to the professional (or business) world. Her "international" section seems as though she watched some foreign movies, and picked up a trend or two - threw it at the end of the book for "filler." It could be useful for anyone traveling internationally for the first time, and wants a 1 to 2 page summary of etiquette for that particular country, but it's not very comprehensive. Overall, the book covers "Greetings and Introductions;" "Meetings;" "International Etiquette;" and "Appropriate Business Attire".

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Walk Like a Giant, Sell Like a Madman : Book - Paperback (207 pages) It’s a basic Sales 101 course. It does seem to offer an “accidental” overview of the basics for the beginner, a “sloppy review” for the sales veterans, and a “half hearted attempt” for the first time entrepreneur just beginning. I listened to this audio book - and it was agonizing all the way through! Thank God it was only about 5 hours of my time! Although I’m sure he had some great points, I cannot recall very many of them because I was thoroughly turned off by his arrogant, pampas “I’m so much better than you” style from page one. Makes me wonder how he was so successful in real estate from that high of a pedestal? Oh yeah, maybe he was so successful because he re-defined "work-aholic." It was a great ego boost for Ralph I’m sure, but I wouldn’t read this one again. Maybe you’ll be able to get more out of it than I did.

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Walk Like a Giant, Sell Like a Madman : Audio Tape Book (Abridged) (4 cass / ~330 min. or ~5.5 hrs) see previous review above