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What you need to know. In a book.,
This review is from: Grow Your Service Firm (Paperback)I've read a couple of Robert's books and been to one of his inspirational talks. There usually comes a point in the process where virtually everyone in the room rates themselves 5 out of 10 in response to Robert's question: "How do you rate your marketing skills?"
In fact, as Robert points out in his latest book, we are generally pretty ghastly at many aspects of marketing. Many of us running small businesses don't know how to face our customers with the right approach, waste time cold calling etc. This is the book that shows you how to do it properly and makes 100% sense. Based on his own experiences and conversations with 100s of business owners, Robert has an uncanny knack of detailing all the classic business mistakes - often with the force of a revelation (the dreaded "I did that!" feeling). But then he offers up the solutions.
The solutions he offers also have the force of revelation - the pleasing "of course I should do that!" feeling.
As a small business owner myself, I've met many other SMEs who should read this book cover to cover 5 times over until its key messages sink in.
I won't ruin the surprise, but Robert offers sensible, achievable and essential steps every firm should take if they want to grow.
You can sometimes read business books and left asking the question: "Yes, but what do I actually DO?" Not so with GYSF. He really holds your hand through the steps that need to be taken.
For example, he takes the famous elevator pitch, makes it clear what its purpose should be and then breaks down the ideal answer phrase by phrase to make you think about your own version.
So it's not a passive experience. You are expected to take action and get on with it. And of course, that's the way it should be.
We all want to meet a business angel. Read Robert Craven and you'll have found one.