By Donna Fenn
Outsmart your opponents, bounce to the top of the pack, and turn into an alpha puppy! How does a regular corporation distinguish itself available to buy, generate greater revenues than its opponents, and earn the lasting loyalty of consumers and staff? Alpha canines tells the inspiring tales of savvy marketers who came across the precise formulation and rose to the head. In her own and probing variety, Donna Fenn, a twenty-year veteran of Inc. journal, introduces 8 women and men who proportion their genuinely-earned insights and useful tips—from Chris Zane, whose retail motorbike store has perfected the artwork of purchaser carrier, to Deb Weidenhamer, who remodeled a sleepy public sale residence together with her cutting edge use of expertise. Alpha canines is a pragmatic guidebook for each present and aspiring self-starter who desires to stand out and prevail.
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Extra resources for Alpha Dogs: How Your Small Business Can Become a Leader of the Pack
He was driving a Porsche Boxster and was paying himself a CEO’s salary. His employees were beneﬁting from his success as well. He had 15 full-timers, all with full health beneﬁts, and he had even started a proﬁt-sharing plan for his four managers, contributing the equivalent of 15% of their salary to the plan. He had taken on the patina of a CEO. Not only had he captured market share and put some of his competitors out of business, but he had raised the barrier to entry into his market. Anyone with the desire to open a bicycle shop in his territory would surely think twice; competing with Zane was not an attractive prospect.
So he doesn’t hire enthusiasts, who he thinks are inclined to confuse and oversell consumers. He knows it’s easier to educate a good salesperson about bikes than it is to teach a dedicated cyclist to sell. Calculate the Real Cost of Service. How much will it cost you to become a customer service Alpha Dog? Not as much as you think. Yes, a computer system that captures customer informa- 33 34 ALPHA DOGS tion will require a signiﬁcant cash outlay, but don’t forget that it may also help you manage inventory and speed the checkout process.
If the test looks good and the applicant passes a background check, he or she will come back yet again for a ﬁnal interview with the assistant store director. New hires, both part-time and full-time, are assigned a trainer/mentor to familiarize them not only with the mechanics of the job, but with the Dorothy Lane culture. “For every person we hire, we turn down ﬁve,” says Mayne. And that’s true in good economic times and in bad ones as well. “Dorothy Lane has always been at the top of all the independent grocery stores,” says Dan Lucas, the grocery manager at the company’s Oakwood store.