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Sunday, March 05, 2006

Outfoxing Small Business Owners

Earlier this year, I was invited to contribute a couple pieces to a book that will be published in 2006. The author, Gene Marks, sent me a copy of one of his past books, Outfoxing the Small Business Owner: Crafty Techniques for Creating a Profitable Relationship, as a thank you. When arrived, I almost added it to the pile of books I need to read, when I saw the cover - the artwork made me laugh, so I opened it up and started reading.

Besides being quite possibly the best small business book I've read in a long time, Outfoxing is just plain FUN to read. Mr. Marks, a "foxy" business owner himself, shares the ways you can identify what kind of small business owner you're dealing with, what their most pressing business needs are, and create a strategy for marketing and communicating with your small business clients. He gives an insider view on the psychology of small business owners which helps with such common issues as getting paid time. He identifies the most common objections small business customers have and how to get around them. I especially loved that he puts an emphasis on creating loyalty and long term partnerships with our customers.

I can't count the number of "aha" moments this book gave me - and I'm supposed to be one of those crafty, seasoned business owners myself. I am going to be using this book as a gift and giveaway for a long time - it's fantastic!