By Donna Fenn
Outsmart your rivals, jump to the top of the pack, and develop into an alpha puppy! How does a standard corporation distinguish itself available on the market, generate greater 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 best formulation and rose to the pinnacle. In her own and probing variety, Donna Fenn, a twenty-year veteran of Inc. journal, introduces 8 women and men who proportion their richly deserved insights and sensible tips—from Chris Zane, whose retail motorcycle store has perfected the artwork of shopper provider, to Deb Weidenhamer, who reworked a sleepy public sale residence together with her leading edge use of expertise. Alpha canines is a pragmatic guidebook for each present and aspiring self-starter who desires to stand out and be triumphant.
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Extra resources for Alpha Dogs: How Your Small Business Can Become a Leader of the Pack
Mayne has been doing that for the past 20 years—a practice that was based upon a suggestion from a 16-yearold cashier. Mayne spends $25,000 annually on this training program, which he conducts several times a year because he wants to keep the number of people in the room well under 20. Dorothy Lane’s human resources manager (and Mayne’s nephew), Matthew Hieb, estimates that turnover among part-timers runs between 20% and 30%—far below the industry average, which is typically around 100%. So Mayne usually speaks to 90 to 135 new part-timers and a handful of new fulltimers every year.
While most customers spend no more than $20 on a bike pump, this customer had probably shelled out $60, so Zane knew he was a high-end purchaser. Secondly, because he was willing to have the pump repaired rather than simply buy a new one, Zane also ﬁgured he was thrifty—the kind of customer who would be thrilled to get something for nothing. Lastly, he knew Seduce Your Customers 27 that he could send the broken pump back to the manufacturer and get a full credit, so his out-of-pocket cost would be zero.
Mayne also hopes that sharing information, particularly about company expenses, will give employees an incentive to be more efﬁcient and less wasteful in their own departments. John Izzo, a workplace consultant and co-author of Awakening Corporate Soul: Four Paths to Unleash the Power of People at Work, thinks that’s a reasonable expectation. “If you’ve got people fully engaged at your company, it creates a cycle of proﬁtability,” he says. ” He points to Southwest Airlines, which appealed to its employees to come up with expensecutting ideas after the airline industry was decimated after 9-11.
Alpha Dogs: How Your Small Business Can Become a Leader of the Pack by Donna Fenn