Win Top-Of-Mind Positioning

by Tedesco, T. J.; Stevens, Mike; Mortimer, Henry

• ISBN13: 9780883622919
• ISBN10: 0883622912
• Format: Hardcover
• Copyright: 1996-07-01
• Publisher: Printing Industries Pr

Table of Contents

Acknowledgments	ix
Why Read This Book?	xi
Introduction	xiii
Part I: The Graphic Arts Landscape	1	(34)
Three Goals: Achieve Them and Win	3	(4)
Is There Any Loyalty Out There?	7	(4)
Are We a Commodity?	11	(4)
It Begins with a Vision	15	(4)
Guiding Principles	19	(6)
Marketing Today	25	(4)
Adopt an ``Everybody Sells'' Attitude	29	(2)
Never Skimp on Promotion	31	(4)
Part II: Sales/Customer Service Excellence	35	(68)
Relationship Versus Event Sales	37	(2)
The Immutable Characteristics of Great Salespeople	39	(4)
Individuals Score Points, But Teams Win Games	43	(4)
Information Is Everything	47	(4)
Cold Calling with a Mini-Marketing Pre-Approach	51	(2)
Grand-Opening Attitude	53	(4)
A Road Map to Getting Personal	57	(6)
The Art of Listening	63	(4)
Overcoming Objections	67	(4)
Always Ask for the Order	71	(4)
Voice Mail: Your Best Friend	75	(4)
Price-The Final Word	79	(4)
The Future of Customer Service	83	(4)
The Value of Time	87	(4)
Appearances Count	91	(2)
Losers Don't Keep Score	93	(6)
Networking and Industry Friends	99	(4)
Part III: Marketing Excellence	103	(68)
USP: Do You Know Why You Are in Business?	105	(4)
Which Industries Should You Target?	109	(6)
AIDAR: Awareness, Interest, Decision, Action, Reorder	115	(8)
Low-Cost Shotgun Marketing Vehicles	123	(8)
Low-Cost Rifle Marketing Vehicles	131	(6)
Develop a Sound Marketing Plan and Stick to It	137	(4)
Quality Doesn't Sell Printing	141	(2)
Marketing Spotlight: Customer Nurture Programs	143	(6)
Marketing Spotlight: Direct Mail	149	(4)
Marketing Spotlight: Postcards	153	(2)
Marketing Spotlight: On-Hold Music	155	(4)
Make It Measurable	159	(4)
Be a Consistent Marketer	163	(4)
Is Your Company in Trouble?	167	(4)
Part IV: View From the Top	171	(50)
Good Leaders Are Like Good Architects	173	(4)
Keep Your Company's Image Clean	177	(4)
Pre-Employment Screening	181	(2)
The Front Lines	183	(4)
The $4,000 Can of Soda	187	(4)
What Kind of Employee Are You?	191	(4)
Develop a Number-Two Attitude	195	(4)
Avoid Seasonal Slumps	199	(4)
David Versus Goliath	203	(6)
Protect Your Good Name	209	(4)
Printing Is Like Baseball	213	(4)
Wrap Up: Business Rules to Live By	217	(4)
About the Authors	221	(2)
About GATF	223	(2)
About PIA	225	(1)
About S&ME	225	(2)
GATFPress: Selected Titles	227