By Donna Fenn
Outsmart your rivals, jump to the pinnacle of the pack, and develop into an alpha puppy! How does an ordinary corporation distinguish itself on the market, generate better revenues than its opponents, and earn the lasting loyalty of shoppers and staff? Alpha canine tells the inspiring tales of savvy marketers who came across the suitable formulation and rose to the head. In her own and probing sort, Donna Fenn, a twenty-year veteran of Inc. journal, introduces 8 women and men who proportion their richly deserved insights and useful tips—from Chris Zane, whose retail motorbike store has perfected the artwork of shopper carrier, to Deb Weidenhamer, who remodeled a sleepy public sale condominium along with her cutting edge use of know-how. Alpha canine is a realistic guidebook for each present and aspiring self-starter who desires to stand out and prevail.
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Hardcover: sixty nine pages
Publisher: Air collage Press (2006)
Extra info for Alpha Dogs: How Your Small Business Can Become a Leader of the Pack
Model trains dominated the ﬂoor, and the walls were lined with bins ﬁlled with balsa wood, chenille bumps, and squares of felt; the bicycle repair element almost seemed like an afterthought. In the middle of August 1981, Tom Scharf declared that he was going out of business soon and told Chris that he probably ought to ﬁnd another summer job. The kid’s eyes lit up. He’d been ﬁxing bikes for his buddies since he was 12 years old, earning as much as $400 a week by the time he was 15. “No one knew how old I was because I did everything over the phone,” says Zane.
While most customers spend no more than $20 on a bike pump, this customer had probably shelled out $60, so Zane knew he was a high-end purchaser. Secondly, because he was willing to have the pump repaired rather than simply buy a new one, Zane also ﬁgured he was thrifty—the kind of customer who would be thrilled to get something for nothing. Lastly, he knew Seduce Your Customers 27 that he could send the broken pump back to the manufacturer and get a full credit, so his out-of-pocket cost would be zero.
He goes around the room and asks for educated guesses, and it’s clear that most of these kids don’t have a clue about the grocery industry’s notoriously thin margins; they’re genuinely ﬂabbergasted when he tells them the answer: 75 cents. After speaking to them for an hour or so, he turns them over to David Andrews, his son-in-law, who teaches for both the Dayton school system and nearby Sinclair Community College. Andrews uses a customer-service training program called Feelings, which he’s customized for Dorothy Lane, to bring home some basic customer service tenets.