Table of Contents
"Acknowledgments
Preface
One The Game Is Changing
Profiles of the New Breed
Become a David
Key Points Checklist
Two Fourteen Success Strategies
The Fourteen Success Strategies
Success Strategies Overview
Key Points Checklist
Three Creating Customers
The Six P’s of the Marketing Mix
Building a Marketing Plan
Building Your Customer Base
Seven Serious Signs
Key Points Checklist
Four Keeping Customers
How Business Owners Define Service
The Four P’s of Service
Ten Loyalty Builders
Key Points Checklist
Five Service Is an Attitude
Common Hiring Mistakes
The Hiring Process
Hiring Tools
Sample Job Descriptions
Sample Interviewer’s Evaluation Form
The Four Phases of the Interview Plan
Great Interview Questions
Grow with Training
Motivating a Winning Team
When It Isn’t Working: How to Fire Fairly
Key Point Checklist
Six Selling Is a Service
Missed Opportunities
Selling to Customer Types
More Selling Tips
Key Points Checklist
Seven Low-Cost Promotion Strategies
Key Points Checklist
Eight Knowledge Is Power
You Can’t Manage Numbers Your Don’t Have
Records Are Vital
Back to the Basics
Pouring Your Financial Foundation The Profit and Loss (or Income) Statement
The Balance Sheet
The Cash Flow Statement
A Monthly Analysis
Twelve Financial "Must Knows"
Customer Information
Productivity and Efficiency Information
Key Points Checklist
Nine The Manager’s Tool Box
The Thirty-Minute Checkup Tool
The Common-Size Analysis Tool
The Trend Analysis Tool
The BackTrac Financial Troubleshooter Tool
The Promotion Spending Guide
The Thirty Second Media Quiz Tool
Customer Survey
The Customer Satisfaction Survey Tool
Customer Batting Average Tool
Customer Batting Average
Variable Pricing System
Key Points Checklist
Ten Profiles of Success
In Boston, It’s the Service, Not the Beans
Magnolias, Spanish Moss, and the Cleanest Lumberyard in America
Where the Pros Shop and Play
Sun, Saltwater, and Success
Sawing Out a Chunk of a Market Share
A Time to Refocus in the Big Apple
Local Pharmacist Bests National Players
Just Do What You Say You Are Going to Do
You Can Paint Your Own Niche
A Trip to the White House…in Wisconsin
An Employee Owned Bank Not an Aesop Fable
Changing a Changing Industry
Sometimes It’s All About Heart
Cleaning Up in the High-End Market
Key Points Checklist
Eleven The Kaizen Strategy
Kaizen Tactics: 292 Powerful Suggestions for Improving Your Business
Key Points Checklist
Twelve Beating Burnout
A True Story
The Bad News
The Good News
A Final Word
Key Points Checklist"