By John Warrillow
Get contained in the head of a small enterprise proprietor Here’s what Fortune 500 dealers are asserting approximately John Warrillow and his new publication, Drilling for Gold: How enterprises Can effectively marketplace to Small companies: "Warrillow offers thought-provoking and interesting perception in regards to the ardour of marketers and small enterprise vendors. Drilling for Gold presents very good recommendation for firms concentrating on small businesses." –S. Jay Nalli, vp, Americas Small enterprise, IBM "John has effectively captured the information he has won from operating with small company sellers and reworked it right into a well-crafted and significant guidebook." –Judy Hilvers, Senior vp, company advertising and marketing Citicorp Diners membership Inc. "Easy to learn and simple to place into perform . . .this publication can be learn by means of an individual attracted to expanding the effectiveness in their advertising (and promoting) to small businesses." –Elizabeth Weisser, vp, British airlines, united states
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Extra resources for Drilling For Gold: How Corporations Can Successfully Market to Small Businesses
1999. All in the Family Another segment of the small business market is family businesses. This segment, although less often used by marketers, is an attractive slice of the market. One reason for its appeal is that family-owned businesses tend to be larger than other businesses. 13 13. Arthur Andersen Center for Family Business and MassMutual, American Family Business Survey, 1997, 7. S. , 1999. A survey conducted by Deloitte & Touche also suggests that family-owned businesses skew larger. 16 14.
Kirton Explains At one point, this Mountain Climber was considering selling his business but pulled out of the deal at the last minute, fearing that he would “really get himself into trouble” with all of that extra money. Show Mountain Climbers how to keep their tanks full. Dr. Kirton Explains As managers, Mountain Climbers demand a lot. They expect a lot of themselves and, in turn, a lot of their employees. They need very little structure in their lives and, as a result, employees often see them as chaotic and disorganized.
A Mountain Climber’s ego is an invaluable asset. It is often the armor that protects Mountain Climbers when in intense turmoil. So when a failure threatens their sense of selfworth, they redeﬁne the situation. It’s a kind of unconscious defense mechanism that allows them to continue trying when others would have admitted failure and been embarrassed to continue. As a result, Mountain Climbers are the most resilient of the three types of small business owners. Mountain Climbers don’t fail, they learn.
Drilling For Gold: How Corporations Can Successfully Market to Small Businesses by John Warrillow