Up Against the Wal-Marts: How Your Business Can Prosper in the Shadow of the Retail Giants - Hardcover

Taylor, Don; Archer, Jeanne Smalling

Hardcover

ISBN 10: 0814402380 ISBN 13: 9780814402382

Publisher: Amacom Books, 1994

Synopsis

Up Against the Wal-Marts presents a potent arsenal of strategies, tips, and advice collected from hundreds of small retailers who've successfully defended their markets against retailing Goliaths. It shows how you can combat cutthroat pricing, regain customer focus, identify and seize profitable market niches - and much more.
Taylor and Archer identify ten survival strategies guaranteed to help you compete effectively and stay focused on change. You'll need to devote yourself to satisfying your customers; study the success of others; gather and analyze management information regularly; sharpen your marketing skills; increase the customer's perception of value; position your business uniquely; eliminate waste; find something to improve every day; embrace change with a positive attitude; and pull the trigger and start the battle. Both insightful and pragmatic, Up Against the Wal-Marts explores the ten strategies in detail and presents the reasons customers are flocking to the mass merchandisers and what to do to reverse the trend, low-cost advertising and promotion strategies that generate new business, the six-step customer service technique guaranteed to bring customers back again and again, the critical variable-pricing method that produces profits and gives customers the perception of value, the pieces of the financial puzzle that every business owner must have to survive, and hands-on management techniques to make your business grow.
Up Against the Wal-Marts shows you how to turn your knowledge into market share - no matter how large the shadow of the mass merchandisers may loom.

About this title

Book Description:

"What can you do to keep your business afloat -- and thriving -- when mega-retailers like Wal-Mart, Target, Best Buy, and Home Depot offer thousands of products under one roof, and at impossibly low prices? Up Against the Wal-Marts gives you proven strategies to transform your business into a true David in a world of Goliaths. You’ll learn how to:

* Attract customers, and win their loyalty through exceptional value, in contrast to the big guys’ ""low, low prices.""

* Identify and hire a winning staff that will know your products and customers the way no giant retailer ever could.

* Convert more sales opportunities by tailoring your approach to specific customer types.

* Manage your cash flow, and analyze crucial data to quickly improve your business’s productivity, efficiency, and financial strength.

The second edition of this essential book also gives you a huge selection of business management tools to help you spot new trends, troubleshoot financial issues, gauge customer satisfaction, leverage promotional opportunities, and more. There are also more than a dozen profiles -- some brand new, others fully updated since the original edition -- of successful businesses across America. These companies have staked out and secured strong and profitable positions for themselves alongside the huge chain stores that are often lethal to under-equipped, smaller operations.

You probably can’t work any harder than you already do, but the good news is you can work smarter. Up Against the Wal-Marts can help."

About the Author:

Don Taylor is a business survival and fast-growth specialist, and the President and CEO of Data Staar Communications, a Texas-based business information company. Jeanne Smalling Archer is an award-winning writer and internationally known speaker with more than 25 years of experience in marketing and public relations. Both authors hail from Texas: Mr. Taylor lives in Canyon; Ms. Archer in Amarillo.

About this edition

• Publisher: Amacom Books
• Publication date: 1994
• ISBN 10: 0814402380
• ISBN 13: 9780814402382
• Binding: Hardcover
• Edition number: 1
• Number of pages: 256