cover image The Janus Principle: Focusing Your Company on Selling to Small Business

The Janus Principle: Focusing Your Company on Selling to Small Business

Joann Mills Laing, Donald Mazzella. Brick Tower Press, $14.95 (164pp) ISBN 978-1-883283-70-4

Laing (The Consumer's Guide to HSAs) and small business consultant Mazzella provide an optimistic take on strategies for corporate marketing in today's depressed economy. Guided by the success of their consulting firm, Information Strategies, the authors provide a guide to the why, who, what, where, when and how of marketing to small businesses, a big sector that's only getting bigger. Lessons include knowing your audience so thoroughly that your reps work ""in the same way their target audience conducts business,"" typically 24/7, with longer-range planning on evenings and weekends. Plentiful anecdotes also illustrate the importance of understanding how one's product fits customers' needs and bottom lines, establishing trust and maintaining that personal touch. This book is for executives who understand the repositioning, but are looking to get a firm grasp of the fundamentals of execution.