The Janus Principle: Focusing Your Company on Selling to Small Business. This item is unavailable.The Janus Principle: Focusing Your Company on Selling to Small Business

THE JANUS PRINCIPLE offers solutions to the often vexing task of organizing a large organization (and even small firms) into an effective marketing engine to profitably sell into the small business marketplace. Addressing the rapidly expanding role of the Internet and other electronic gateways, the authors also demonstrate how to more effectively use traditional sales tools in an integrated marketing effort. The authors have distilled 20+ years of experience advising Fortune 100 corporations as well as researching the small business marketplace into a concept that large and small organizations can adopt and use. THE JANUS PRINCIPLE is an easily understood and implement approach that helps focus the selling organization (large and small) on those factors that breed success in this enormous, still growing market. THE JANUS PRINCIPLE takes its name from the Roman god of the portal or door that looks both outward and inward. The book lists specific things you need to do to successfully sell to small businesses, and describes how to utilize direct mail and online channels together to profitably sell over the Internet.

Laing (The Consumer's Guide to HSAs) and small business consultant Mazzella provide an optimistic take on strategies for corporate marketing in today's depressed economy. Guided by the success of their consulting firm, Information Strategies, the authors provide a guide to the why, who, what, where, when and how of marketing to small businesses, a big sector that's only getting bigger. Lessons include knowing your audience so thoroughly that your reps work "in the same way their target audience conducts business," typically 24/7, with longer-range planning on evenings and weekends. Plentiful anecdotes also illustrate the importance of understanding how one's product fits customers' needs and bottom lines, establishing trust and maintaining that personal touch. This book is for executives who understand the repositioning, but are looking to get a firm grasp of the fundamentals of execution.
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