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2013 | Buch

Step 1: Build a Superb Brand Kapitel lesen Erstes Kapitel lesen

The Street Smart MBA

10 proven strategies for driving business success

verfasst von: Steve Babitsky, James J. Mangraviti Jr.

Verlag: Apress

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

Business schools have long enticed students into their MBA programs with the promise that, after a short stint spent studying the ins and outs of the business world, they will be able to step right into the upper echelons of management or launch a business that soon has them flitting about the world in a private jet. "Sounds great," you say. "Sign me up!"

Not so fast. Sure, business school might prove a necessary prerequisite for those aiming to gain employment at a large financial institution, land a job with a consultancy, or accelerate their journey to managerial superstardom at a Fortune 500 company. But for aspiring entrepreneurs and established business owners alike, the truth of the matter is this: The ability to get a business off the ground and running successfully is not the byproduct of toiling away in a classroom, learning esoteric subjects like the economics of competition. Rather, all it takes to start and run a truly successful business are a few sensible, time-proven techniques that have been needlessly forgotten in business innovators' haste to reinvent the wheel. That's why, in The Street Smart MBA, Steve Babitsky and James J. Mangraviti, Jr., encourage you to ditch class—or, better yet, ditch b-school altogether—and go back to the business basics with a series of ten simple steps that will do more for your company than the letters M, B, and A ever will.

There are no forays into game theory in The Street Smart MBA, no parables, and no intellectualizing. Instead what you will find is a practical, easy-to-understand, step-by-step business strategy guide that encourages you to revive a handful of basic yet essential practices that many business owners have lost sight of, such as:

Building a brand that is so synonymous with quality that you'll be able to maximize your company's profits in no time; Turning your company's products and services into profits by finding your company a niche, working with deadlines, and honoring your company's image above all else; Dealing with customer complaints head-on so that you can turn gripes into opportunities; Doing favors, mentoring, and sending gifts, in order to grow your business network; And much more.

With its emphasis on ten simple yet time-honored principles that lead to business success, The Street Smart MBA is all the business education that entrepreneurs with great ideas and business owners with the drive to succeed will ever need.

Inhaltsverzeichnis

Frontmatter
Chapter 1. Step 1: Build a Superb Brand
Abstract
Neither Jim nor I went to business school or were business majors in undergraduate school. Everything we have learned about business, we have learned from our customers and the marketplace. We have made a tremendous number of mistakes over the years; indeed, a major purpose of this book is so that others can learn from our many mistakes. But we also hope to be able to emphasize one of the main reasons we believe that we have been able to survive despite all these mistakes: we have been intensely focused on our brand from Day 1. We take pride in who we are, how we do business, and what we sell. The fact that we have developed a positive brand reputation has allowed us to weather many, many storms, as people value our products and have a pleasant, respectful experience when dealing with us. It is for this reason that branding is the very first step for business success.
Steve Babitsky, James J. Mangraviti Jr.
Chapter 2. Step 2: Grow and Tap Your Network
Abstract
One of the most fulfilling ways to turn straw into gold is to build a solid network of contacts that can help your businesses. Building a network is both personally rewarding and professionally profitable. This chapter provides techniques for building a rock solid network and properly tapping into that network when needed.
Steve Babitsky, James J. Mangraviti Jr.
Chapter 3. Step 3: Develop Products Customers Love
Abstract
New product development is an important part of any successful business, and the development process can be a lot of fun: you get to be creative. You get to try something new. If the product takes off, you make money. But new product development can also be fraught with danger. If you build something that no one ends up buying, you will have wasted much time and money. This chapter provides the painful but valuable lessons we have learned regarding new product development.
Steve Babitsky, James J. Mangraviti Jr.
Chapter 4. Step 4: Sell Your Products and Services Cost Effectively
Abstract
The best product or service in the world will do you little good if you can’t market it successfully and cost-effectively. We have learned through the school of hard knocks the three fundamental rules of marketing, which are detailed in this chapter. First, you can’t rely on anyone else to sell your product for you—no matter how much money you throw at them. Second, nobody knows for sure how a marketing campaign will turn out. The only way to know for sure is to try it out and see what happens. Third, it’s no use spending money on marketing unless you also have a plan to track your results and see what’s working and what’s not working. We have discovered many easy-to-implement techniques that can greatly affect your sales and marketing success. These techniques are described in the following pages.
Steve Babitsky, James J. Mangraviti Jr.
Chapter 5. Step 5: Control Your Costs and Increase Your Productivity
Abstract
Most businesses ultimately do not have any absolute control over how many of their products or services will be bought. The truth of the matter is that you just can’t make somebody buy your stuff. Where you do have some control, however, is on the cost side of the equation.
Steve Babitsky, James J. Mangraviti Jr.
Chapter 6. Step 6: Take Charge
Abstract
This chapter contains several general administrative and management techniques. We found that each technique discussed here is both easy to implement and capable of yielding powerful results. In sum, they are simple and easy to implement real-world ways to help your business succeed.
Steve Babitsky, James J. Mangraviti Jr.
Chapter 7. Recruit, Motivate, and Retain a Superior Workforce
Abstract
The success of any business with more than one employee depends on recruiting, motivating, and retaining a superior workforce. This chapter provides the techniques for doing so that we have learned the hard way.
Steve Babitsky, James J. Mangraviti Jr.
Chapter 8. Deal with Customer Complaints Head-On
Abstract
Interacting with your customers in an optimal manner is a critical component of business success. A satisfied customer who will talk you up to his or her friends and consider buying from you in the future can be one of your most valuable assets. On the other hand, a customer who is angry with you can easily scare away business—especially with tools such as the Internet and social media at his or her disposal. For these reasons, this chapter details several techniques for dealing with problem customers and complaints. We also provide our easily replicable suggestions for how to best interact with customers and exceed their customer service expectations.
Steve Babitsky, James J. Mangraviti Jr.
Chapter 9. Manage Yourself
Abstract
You and the people you work with are human beings. How you conduct, manage, and take care of yourselves will greatly influence the success of your business. This chapter contains some of the pointers we have learned over the years with regards to better managing yourself.
Steve Babitsky, James J. Mangraviti Jr.
Chapter 10. Become a Better Negotiator
Abstract
Every penny you save as a result of negotiating directly benefits your bottom line. This chapter contains advice for becoming a better negotiator.
Steve Babitsky, James J. Mangraviti Jr.
Backmatter
Metadaten
Titel
The Street Smart MBA
verfasst von
Steve Babitsky
James J. Mangraviti Jr.
Copyright-Jahr
2013
Verlag
Apress
Electronic ISBN
978-1-4302-4768-5
Print ISBN
978-1-4302-4767-8
DOI
https://doi.org/10.1007/978-1-4302-4768-5