Summary of Drilling For Gold

How Corporations Can Successfully Market to Small Businesses

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Drilling For Gold book summary
The small business market doesn’t exist. It’s also the most important market on Earth.

Rating

9 Overall

10 Applicability

8 Innovation

9 Style

Recommendation

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.

In this summary, you will learn

  • Why there is no such thing as the "small business market;"
  • How to identify potential sales prospects from the 21 million small businesses in America
  • How to target your sales approach based on the characteristics of a small business owner
 

Summary

A False Market
The small-business market is the Holy Grail for many corporations that wish to sell services and products to companies with 50 or fewer employees. It’s an elusive market to find - so elusive that the first thing you should do is forget about the small business market altogether...
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About the Author

John Warrillow founded Warrillow & Co in 1997 to help Fortune 500 companies access the small business market. He maintains a Web site, Warrillow.com and publishes a weekly e-mail service on marketing to the small-business sector.


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