The New Magnet Marketing

Graham's "fast-track strategy" may not "put your company on top" but it CAN help you and your associates to answer key questions such as these:1. What are the major differences between sales and marketing? Why are these differences so important to understand?2. Why are most traditional selling strategies and skills no longer effective?3. How can we identify the largest market of prime prospects to buy what we sell?4. What are the most effective strategies for press relations? (That is, what are the best ways to maximize publicity for our company?)5. How can newsletters, brochures, and direct mail be used to maximum advantage?6. Exactly what is segmented database marketing? What its unique functions, features, and benefits?7. For those with limited resources, what are the most effective Internet strategies to consider?8. What are the major obstacles to "creative thinking"? How can they be overcome?9. What are Graham's 17 "Laws"?10. What are his "Ten Commandments for Losing Customers"?Graham offers sensible answers to all of these questions. What I find remarkable is the fact that, after accumulating more than 30 years of real-world experience in both sales and marketing, Graham seems to have concluded that most of the "lessons" (ie "Commandments") he learned are either wrong or inadequate. (See Chapter 2, "Challenging the Traditional Wisdom.") He has assembled a "How to Do It" manual in which he examines the wide range of subjects indicated by the 10 questions previously listed. Graham's use of the magnet metaphor is apt because it correctly suggests the importance of both attracting customers and keeping them. In this book, he explains HOW.