By Donna Fenn
Outsmart your rivals, jump to the top of the pack, and develop into an alpha puppy! How does a regular corporation distinguish itself available to buy, generate larger revenues than its opponents, and earn the lasting loyalty of shoppers and staff? Alpha canines tells the inspiring tales of savvy marketers who stumbled on the suitable formulation and rose to the pinnacle. In her own and probing sort, Donna Fenn, a twenty-year veteran of Inc. journal, introduces 8 women and men who percentage their well-merited insights and useful tips—from Chris Zane, whose retail motorbike store has perfected the artwork of shopper carrier, to Deb Weidenhamer, who reworked a sleepy public sale residence together with her leading edge use of know-how. Alpha canines is a realistic guidebook for each present and aspiring self-starter who desires to stand out and be triumphant.
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Additional info for Alpha Dogs: How Your Small Business Can Become a Leader of the Pack
I try to teach customer service and I know this stuff,” says Newton. ” Zane always assumes that fostering goodwill among customers will pay off. First, however, you need to get them in your store. In sum- 30 ALPHA DOGS mer 2004, he began to realize that Wal-Mart, which opened in Branford in 1996, might be a bigger threat than he had originally anticipated. Store manager Tom Girard had noted an increasing number of Schwinn bicycles in Zane’s service department—bikes that had been bought at Wal-Mart.
Zane now has 6,000 Trek bicycles in a new 23,000-square-foot warehouse, and they’re ready to be shipped out, one at a time, at a moment’s notice. To each recipient, he ﬁrst sends a questionnaire asking for height, inseam measurement, and cycling style. The information helps his staff choose the right bike among the thousands that are stored in the warehouse unassembled. Zane’s mechanics fully assemble the bikes, check them for defects, and test ride them around the warehouse. They’re then partially disassembled, reboxed, and shipped directly to the award recipient with a full set of instructions.
But he secretly 42 ALPHA DOGS dreamed of leaving Dayton and pursuing an acting career in New York. One of his most wistful memories, in fact, is of a young Dayton resident, Ramon Estevez, who read a poem in a talent show that was sponsored by Dorothy Lane Market. Mayne’s father was so impressed that he lent the fellow $3,000 to cover living expenses in Manhattan while he studied at the Lincoln Center Repertory Company. Estevez vowed to pay him back and kept his promise a couple of years later—when he returned to Dayton with a new name: Martin Sheen.
Alpha Dogs: How Your Small Business Can Become a Leader of the Pack by Donna Fenn