Outsmarting Goliath
How to Achieve Equal Footing with Companies that are Bigger, Richer, Older, and Better Known

Outsmarting Goliath confronts this paradox: many of todays consumers turn automatically to brand name products and services, forgetting that the welladvertised brontosauruses often deliver onesizefitsall service and impersonal sales help. Yet a single phone call, a cleverly crafted letter, a stunning catalogue, winning ad, or a wellprepared facetoface presentation can change a customers perception. In those crucial situations, the small upstarter can use the tips in this book to capture more clients and give Goliath a headache.