Drilling for Gold : How Corporations Can Successfully Market to Small Businesses

Get inside the head of a small business owner Here’s what Fortune 500 marketers are saying about John Warrillow and his new book, Drilling for Gold: How Corporations Can Successfully Market to Small Businesses: "Warrillow provides thought-provoking and entertaining insight about the passion of entrepreneurs and small business owners. Drilling for Gold provides excellent advice for companies targeting small businesses." –S. Jay Nalli, Vice President, Americas Small Business, IBM "John has successfully captured the knowledge he has gained from working with small business marketers and transformed it into a well-crafted and meaningful guidebook." –Judy Hilvers, Senior Vice President, Corporate Marketing Citicorp Diners Club Inc. "Easy to read and easy to put into practice . . .this book should be read by anyone interested in increasing the effectiveness of their marketing (and selling) to small businesses." –Elizabeth Weisser, Vice President, British Airways, USA Unearth the lucrative opportunities of the small business market The new entrepreneurial explosion has many Fortune 500 companies pinning their hopes for prosperity on the small business sector. But most blue chip behemoths simply don't know how to reach small businesses-they don't understand this segment's diversity and how to effectively reach out to its various parts. Drilling for Gold will show the big companies just how small businesses tick. John Warrillow reveals the enormous size of the small business marketing opportunity and shows readers various ways to reach this vast, yet seemingly hidden sector. He covers how to address the small business market, managing cost control, and segmenting the customer base, along with numerous case studies. The small business market, the coveted target of many salespeople, is a myth. At least 85% of small businesses are not real sales prospects; they are one-man shops, paper companies and fly-by-night shows. John Warrillow provides an invaluable service to salespeople around the world by explaining how to spot and eliminate this "sludge." He also tells how to segment viable companies to identify the best potential prospects. getAbstract.com strongly recommends that all salespeople read this priceless book Showing the big companies how small businesses tick, this book tells the enormous size of the small business marketing opportunity and shows readers various ways to reach this vast, yet seemingly hidden sector. It covers how to address the small business market, managing cost control, and segmenting the customer base, along with case studies. This work reveals the size of the small business marketing opportunity, identifies the three unique psychographic segments that make up the small business market, and attempts to show readers various ways to reach the vast, yet seemingly hidden market The first rule of marketing to small businesses successfully is to forget about the small business market. John Warrillow. Includes Bibliographical References And Index.