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| Drilling For Gold: How Corporations Can Successfully Market to Small Businesses | 
 enlarge | Author: John Warrillow
Publisher: Wiley
Category: Book
List Price: $24.95
Buy New: $8.63
You Save: $16.32 (65%)
Buy New/Used/Collectible from $1.25
Avg. Customer Rating:  (3 reviews)
Sales Rank: 808239
Languages: English (Original Language), English (Unknown), English (Published)
Media: Hardcover
Edition: 1
Number Of Items: 1
Pages: 256
Shipping Weight (lbs): 1.1
Dimensions (in): 9.2 x 6.3 x 0.9
ISBN: 0471128902
Dewey Decimal Number: 658.84
EAN: 9780471128908
ASIN: 0471128902
Publication Date: March 2002
Availability: Usually ships in 1-2 business days
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| Editorial Reviews:
Product Description
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.
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| Customer Reviews:
How to tap into 40 million small businesses in N. Amer & EU April 17, 2007
Here's the secret to this book and John Warrillow's success: Research. Not someone else's research. Not a rehashed or reworked version of a previously published work. No, Warrillow gets his own facts and draws conclusions for us (the readers) from these facts alone. No skillful contrivance to get us to believe something that isn't true. This book is the real deal.
So that's the foundation. What do we learn from the book? Well for starters, we first learn there really isn't a "small business market." For me, it was like finding out there wasn't a Santa Claus. How he came to that conclusion is obvious (once you read the book, that is). We also learn about Mountain Climbers, Freedom Fighters and Craftspeople--their motivations and how to target them.
But Warrillow doesn't stop there. He gives us the words and the guidelines for reaching out to small businesses. He also goes out of his way to tell us how not to talk to small business owners. I liken it to advising a friend how to avoid putting their foot in their mouth. You get the idea John is one of us--someone who's on our side who wants to prevent us from doing something embarrassing (like something that could be career-limiting).
And that's just the first half of the book. The second half is just as deep and pragmatic. The discussion of aggregators and networking, alone, is worth the price of the book.
If you're selling to small businesses--pick this book up and keep it within an arm's reach.
John M. Fox
Author, Marketing Playbook
Great insite into the minds of the small business owner March 13, 2003
This book will get you up and running fast if you are marketing to small businesses. A small business is different and after reading this book, you will know why. The author does a great job of describing the market and how to reach it effectively. One of the things I learned is that you have to use a partner to reach the market. The small business market is just too big, broad, and variable to try to reach the market alone. Even big corporation use partners. The book provides case histories in the appendix that help to explain how to apply the ideas described in the earlier chapters. The book is a quick and easy read that should provide any small business marketer with plenty of ideas on how to grow their business. If that's you, then buy this book.
Packed with Knowledge! September 11, 2002
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 Warrillowprovides 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. We from getAbstract strongly recommend that all salespeople read this priceless book.
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