Grab More Market Share: How to Wrangle Business Away from Lazy Competitors

Overview

A sluggish economy is no excuse for lagging sales. Whileothers sit gobsmacked by abrupt changes in the market, you have anopportunity to grow. And how do you do that? By "stealing" marketshare from weak and lazy competitors.

Grab More Market Share shakes any business out of afloundering stupor and teaches you how to remain reactive to themarket's evolving needs. Take the example of McDonald's: Many yearsbefore the recession hit, McDonald's tested its McCaféconcept—offering ...

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Overview

A sluggish economy is no excuse for lagging sales. Whileothers sit gobsmacked by abrupt changes in the market, you have anopportunity to grow. And how do you do that? By "stealing" marketshare from weak and lazy competitors.

Grab More Market Share shakes any business out of afloundering stupor and teaches you how to remain reactive to themarket's evolving needs. Take the example of McDonald's: Many yearsbefore the recession hit, McDonald's tested its McCaféconcept—offering specialty coffee and smoothies—but theofficial launch took place in early 2009. Why? Because that's whenStarbucks was most vulnerable. Consumers flocked to McDonald's forcheaper specialty drinks, and in early 2010, McDonald's raked in$420m. Meanwhile, in 2009, Starbucks closed over 270 locations.

Grab More Market Share uses rock-solid case studies thatteach leaders to leverage the recovery and take 10 to 15 percentmore market share. Using real-world examples from household namecompanies, this book arms you with actionable advice to helpyou:

  • Identify trends hiding in plain sight by listening to thechatter on TV, online, andat dinner parties for signals that thepublic's habits are changing
  • Avoid becoming profit-blinded by your old business model so thatyou can spot thenext big thing
  • Track the evolution of customer needs,and recognize thaturgency, not service,is what the customer wants
  • Know when and how to engage the crowd to help you solve aproblem
  • Engage people with the "false start," listen to learn, andbecome a trusted advisor

When you leverage the public consciousness, people can't helpbut swing their dollars towards your organization. The public knowswhat it wants. It's just waiting for you to deliver it in the waythey want to buy. Grab More Market Share will teach you hownot to settle for 1 to 2 percent average growth. With these nimbletactics, tools, and metrics, you can exponentially acceleratebeyond "average."

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Product Details

  • ISBN-13: 9781118130049
  • Publisher: Wiley
  • Publication date: 9/13/2011
  • Edition number: 1
  • Pages: 105
  • Sales rank: 957,559
  • Product dimensions: 5.80 (w) x 8.50 (h) x 0.70 (d)

Meet the Author

ROSS SHAFER is one of the most sought-after keynote speakers, management advisors, and seminar leaders on the subjects of motivating change, customer empathy and urgency, and market relevance. Speaking over seventy-five times a year, Ross frequently shares the stage with heavyweights like Colin Powell, Tom Peters, Jack Welch, and Malcolm Gladwell. A six-time Emmy Award winning TV host, writer, and producer, Ross left the entertainment world and turned his talents toward studying how cultural changes determine why certain organizations thrive during tough economic times, while others disappear into extinction. Find more at RossShafer.com

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Table of Contents

Acknowledgments ix

Leaders, Read This First xi

Chapter 1 First, You Must Attack Market Share 1

Chapter 2 Don't Let the Culture Embarrass You 9

Chapter 3 They Want Customer Urgency . . . Not Customer Service23

Chapter 4 User-Generated Leadership Rocks! 37

Chapter 5 Which Trusted Advisors Will Lead the Recovery? 51

Chapter 6 Not All Contrarian Thinkers Are Crazy 63

Chapter 7 To Office or Not to Office 83

Last Words 93

Backing Up These Outrageous Claims 95

About the Author 105

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