If you stop learning then you will stop growing. No matter how busy you are you should always take the time to gather new information. Here are a few of the books that have informed us and that we feel can offer our clients essential information for keeping their business on the right track.
Why We Buy, by Paco Underhill
This is an eye-opening must read for retailers. Why We Buy is based on hard data gleaned from thousands of hours of field research in retailers across America. This book provides an excellent method for retailers to examine their own store space and look for what may draw customers in and get them to buy. The book is fun and fascinating. You will walk away from every chapter with a to-do list for improving your shopping experience.
Your Marketing Sucks, by Mark Stevens
This is a hard-nosed guide to implementing ROI marketing that encourages readers to demand that every dollar spent on marketing brings in more money in return. The book doesn’t waste any space. Every paragraph has the single-minded purpose of encouraging you to examine your current marketing with a critical eye and be more effective with every future marketing project. If you are willing to commit to a marketing philosophy driven by ROI then this is your new favorite book.
The 80% Minority, by Joanne Thomas Yaccato
This fascinating account of women, marketing, and consumerism will make your cash register ring. The world of bicycle retail has a lot to learn about how to market to women, and this book is an excellent first step. Make sure that all of your marketing messages are balanced to appeal to both men and women and open up a world of new growth opportunities for your business.
The Pursuit of WOW! by Tom Peters
This classic book has helped countless businesses gain more customers and build stronger relationships with them. The pages are full of action-provoking ideas that will give you a fresh perspective on your marketing and new inspiration for growing your business.
Outsmarting Goliath, by Debra Koontz Traverso
You may be the biggest and best bicycle retailer in your market, but you still have a hard time competing for your customers’ attention. Your customers are bombarded with messages from retailers competing for the same disposable income that you are. This book helps you make the most of your marketing dollars to compete on equal footing with larger companies.
Guerrilla Marketing, by Jay Conrad Levinson
This is the entrepreneur’s marketing bible — and the book every small-business owner should have on his or her shelf. When Guerrilla Marketing was first published in 1983 it revolutionized marketing strategies for the small-business owner. The strategies used here will help you get the most out of your marketing budget so you can improve your sales and maximize your ROI.