By Donna Fenn
Outsmart your rivals, bounce to the top of the pack, and turn into an alpha puppy! How does a regular corporation distinguish itself available on the market, generate better revenues than its opponents, and earn the lasting loyalty of consumers and staff? Alpha canine tells the inspiring tales of savvy marketers who chanced on the precise formulation and rose to the pinnacle. In her own and probing sort, Donna Fenn, a twenty-year veteran of Inc. journal, introduces 8 women and men who percentage their richly deserved insights and functional tips—from Chris Zane, whose retail motorbike store has perfected the artwork of shopper carrier, to Deb Weidenhamer, who reworked a sleepy public sale condominium together with her leading edge use of know-how. 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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Additional info for Alpha Dogs: How Your Small Business Can Become a Leader of the Pack
We focus on creating faster than the competition can steal,” he says. To do that, he relies upon the loyalty, ingenuity, and ﬂexibility of his employees. They, in turn, count on him to create an environment where they feel appreciated, stimulated, and proud. Both have held up their end of the bargain over the years, and as a result, Dorothy Lane has earned Alpha Dog status. Proﬁts have run as high as 4%, which is more than double the industry average; revenues have increased from $18 million in 1992 to $60 million in 2004; and turnover is well below the industry average.
Zane knows that most of his customers are weekend warriors who don’t want to be bombarded with the intricacies of chain drives and derailleurs. So while there’s always an enthusiast in the store to answer questions from the occasional serious cyclist, most salespeople have just enough bicycle knowledge to inform but not overwhelm customers. Girard, who has been hiring all of Zane’s salespeople for the past eight years, also feels that nonenthusiasts are more likely to be driven by their passion for sales and customer service rather than pure love of the product.
And those that did come in? They’d be the customers who were passionate about bicycles, the ones who might bring their bikes in for free service but leave the store with another 26 ALPHA DOGS $100 worth of accessories. And they’d also be the ones that would talk up Zane’s Cycles to their buddies. Zane’s competitors have actually asked him to cut a deal: if he’ll drop the lifetime service guarantee, so will they. No way, he responds. He likes setting the standard, plus he knows full well that the program isn’t nearly as expensive as it sounds.