Conquer Your Competition - Complete Printed Manual
RV106
$36.00
Printed CONQUER YOUR COMPETITION (All 4 manuals in 1)
COMPLETE MANUAL FOR ANYONE THAT WANTS A SUCCESSFUL BUSINESS by Rene Vishney, 232 pages, paperback.
If you have any managerial responsibilities you should have this manual in your success kit. It offers a company wide view of an ogranization and its operations. The VCG Consulting team has in depth experience in business ranging from start-up to seasoned operations. The problems you can expect in selling your product or service are identified. You gain the insight to help you build the efficient operations necessary to reach profitability rapidly.
Conquer Your
Competition: The Complete Manual
Table of
Contents
Executive Summary...... 12
This manual�s objective...
13
The major business
functions... 14
Accounting and/or
Finance......... 14
Sales......... 14
Marketing......... 14
Manufacturing and/or primary
Service......... 14
Administration......... 14
HR......... 14
Engineering/programming......... 15
Service operations.........
15
Information Systems.........
15
What�s it all about?........
16
Starting out... 17
The situations in which we
find ourselves... 18
Myopia. 19
Where do you start to build
sales in tough times?. 20
Do they need it? 21
Businessmen who helped. 22
What are the components of a
successful business?...... 23
Management 25
The owner and CEO... 26
Who are you?......... 26
I�m busy running the
business - I can�t take time to plan... 27
The rule for
disaster......... 27
Who is watching the
business?......... 27
It is probably not
written......... 28
Where do you spend your
time?......... 29
Chinese fire drills.........
29
Useless
interaction?......... 30
Unplanned
activities......... 31
What are your plans?. 32
The plan�s mix......... 32
Plan aids......... 33
What business are you in? 34
Are you selling ladders or
are you in the access business?......... 34
Expanded horizons.........
34
What benefits are you
providing your customer?......... 35
Business styles. 36
Let me do this for
you......... 36
How are the customers
viewing your offerings?......... 37
General......... 37
Specialized......... 38
What does the customer
expect?......... 38
Leading edge
technology......... 39
Technology caveats.........
40
No goals... 41
Lack of clear
objectives......... 41
What are you trying to
accomplish?......... 41
When are you trying to
accomplish it by?......... 41
Who is going to accomplish
it?......... 42
How are they going to
accomplish it?......... 42
Move really quickly
now......... 43
Common objectives
defined?......... 43
What do I get out of
this?......... 44
Fish bones......... 44
No one in charge. 46
No functional organization
defined......... 46
The maladies......... 47
A cure......... 47
Reality sets in......... 47
Hunting groups......... 49
Old organizational
problems......... 49
Business processes.........
50
Business functions... 51
Accounting and/or
Finance......... 51
Sales......... 51
Marketing......... 51
Manufacturing and/or primary
service......... 52
Administration......... 52
HR......... 52
Engineering /
programming......... 53
Service operations.........
53
No clear operating policies
54
So what happens when
policies are strictly enforced?......... 54
What are good
policies?......... 54
How do you deal with bad
policies?......... 55
Lack of clear
processes......... 55
Undefined information
flows......... 56
It�s a Black Forest
clock......... 56
Step by step......... 56
I need my space......... 57
No task breakdowns.........
57
The steam engine......... 58
This tastes awful.........
58
It didn�t happen on my
shift!......... 59
Gee I wish I could.........
59
What resources are
available?......... 60
Crash schedules costs and
calamity......... 60
Warp speed......... 61
Do you have a
budget?......... 62
What specialized skills are
needed?......... 62
What�s the
Schedule?......... 62
Who needs strategy - let�s
just do it... 64
What markets do we enter
first?......... 64
With what do we enter
them?......... 65
Are we the price
leader?......... 65
Where else can you
lead?......... 66
Why are they
successful?......... 66
Mine�s almost just like
yours......... 66
Wait until you see
this......... 67
We are in real trouble - now
what?......... 68
Fast competitive company
evaluation......... 68
Fast competitive product
evaluation......... 68
Competitor capability
analysis......... 69
What�s wrong with being
responsible?. 70
Who has the authority to
operate the company?... 71
Decisions Decisions
Decisions... 73
Take the reins......... 73
Hail to the chief.........
74
Good decisions......... 74
Decision
facilitation......... 75
Marketing...... 76
Why position anything?... 77
How does the customer think
of us?......... 77
How does the customer think
of your products?......... 78
Hidden persuaders.........
78
The advertisers�
mission......... 79
It�s better because.........
80
Is cheaper better?.........
80
It�s really worth it -
honest......... 80
How are you going to get the
word out?... 81
What marketing?......... 81
Would you do this?.........
81
Can you get their
attention?......... 82
Let them show you
how......... 82
What else do they
do?......... 82
Buy it when, where,
how?......... 83
A little motivation goes a
long way......... 83
Well we know it�s not
perfect......... 84
Hot button?......... 84
All that for
nothing......... 85
Believe it......... 85
A consultant�s tale.........
86
Market research
failures......... 86
Mirror mirror on the
wall......... 88
If I�d only had that
idea......... 89
What advertising?.........
90
My advertising goal
is......... 90
PR?... 92
So we use PR......... 92
I took 2 and it didn�t
work......... 92
Common PR mistakes.........
93
What�s viral or guerilla
marketing?......... 94
Channels sort themselves
out... 96
How are we going to sort
this out?......... 96
Sell it today......... 96
The perfect distribution
model......... 97
Two choices......... 97
So whose supply chain are
you in?......... 97
What to do now?......... 98
Where does it go?.........
99
Distribution
strategies......... 99
How about that? It ties
together......... 100
Salesman and
commissions......... 100
Distributors and
margins......... 102
We�ll save money - tell them
it�s a house account......... 102
Representatives and
commissions......... 102
Representatives�
associations......... 103
Retail distribution.........
103
We have no competition 104
Look harder......... 104
If you don�t they
will......... 104
They are slow......... 104
Check your mirror.........
105
We have all the business we
need......... 106
We are the greatest. 107
Believing one�s own
PR......... 107
No one can compete with
us......... 107
Are your antennas
up?......... 108
Were you last month�s big
news? 110
They will never forget
us......... 110
Our customers are
loyal......... 111
You are as good as your last
ten days......... 111
Is your customer
recommending you?......... 112
Cultural customs and
language. 113
What do you mean that�s a
ridiculous name?......... 113
Why are they closed for six
weeks?......... 113
Sales...... 115
Just plain sales. 116
Planning for the
sale......... 116
Executing the
presentation......... 117
Closing the sale.........
118
Who needs sales support?
Just sell �em!. 121
Type of sale......... 121
Conventions of the
industry......... 122
Nah, we�re
different......... 122
Define your client.........
123
HR. 125
We�re one big family 126
Who�s dad?......... 126
Who�s mom?......... 127
Kids, etc.......... 128
Let�s all get
together......... 131
Training, training,
training!. 134
What do we get out of
it?......... 134
How can we help them to
learn?......... 134
Who has the pabulum?. 137
It�s for the ears of the
Lords only......... 137
Don�t want to hear no bad
news......... 137
Blah, Blah, Blah.........
138
I�m not really going to tell
you......... 139
Is everyone happy?.........
140
Let�s play hide and seek.
141
Unions 142
Information Systems......
145
So where�s the information?.
146
What are the pitfalls in new
systems development?. 147
Computerize the old.........
147
Compromised into
oblivion......... 147
The system is way behind
schedule......... 147
The implementation is
floundering......... 148
Everyone�s in
charge......... 148
Management�s not on
board......... 148
Finance...... 149
Insurance. 150
It�s useless until you need
it......... 150
Lease it. 152
Rental leases for your
physical facilities.......... 152
Let�s lease the
equipment......... 153
Exchange rates. 155
How did his uncle get to set
the official rates?......... 155
What do you mean no one
wants the money?......... 155
What did the letter of
credit say?......... 156
How can they control how
much he can pay?......... 156
So who has the money?. 157
Keep the cash
moving......... 157
Money floats......... 158
But accountant said it was
OK......... 159
We�re in financial trouble
again?......... 160
You expect a leap of
faith?......... 161
Legal...... 164
Laws of agency 165
What can they say?.........
165
What if they ignore the
rules?......... 165
Who gets sued?......... 165
Verbal contracts. 166
I was just kidding.........
166
I can rely on him.........
166
Avoidance......... 166
International. 167
Say it isn�t so......... 167
I�ve just given him
tenure......... 167
Compliance-to standards. 170
Safety......... 170
Intended use......... 170
Who wrote the
instructions?......... 170
Certification......... 171
Liabilities. 172
Trade quotas 173
They may love it but you
can�t ship it......... 173
What�s it made of?.........
173
Who gives dispensation
beside the pope?......... 174
How can I keep them from
shipping it here?......... 174
Security, or who�s watching
the goods?. 175
You�re on camera.........
175
Why you always need a lawyer
177
Manufacturing...... 179
Are you big enough to play?.
180
Are you up to the
game?......... 180
Can you meet your customer�s
demands?......... 181
Oh my oh my......... 181
Great, you got the order -
now what?......... 181
I thought they said.........
182
The truth be told.........
182
Another way......... 183
They don�t want it
anymore?......... 183
Your most trusted supplier
burned down......... 184
It can�t happen
here......... 184
Calamities and force majeur.........
184
We are not going to pay
you......... 185
What are you
fixing?......... 186
Why do customers keep
complaining about our stuff?. 187
Why do they have to have
support?......... 187
Why can�t they figure it
out?......... 187
Turn up, turn down?.........
188
It weighs a stone,
laddy......... 188
They say it keeps
breaking.......... 188
Why does our quality
suck?......... 189
Built how?......... 189
Where does it all come
from?......... 190
From where do you get your
ingredients?......... 190
How do we buy it?.........
191
Is cheaper better?.........
192
So what are the ways you can
buy things?......... 192
Where can I shop?.........
193
Packaging. 194
We just shipped it in our
own box......... 194
What do you mean we have to
clean it up?......... 194
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