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Playing Bigger Than You Are: How to Sell Big Accounts Even if You're David in a World of Goliaths



Playing Bigger Than You Are: How to Sell Big Accounts Even if You're David in a World of Goliaths

William T. Brooks, William P. G. Brooks

ISBN: 978-0-470-26035-7 October 2009 240 Pages


The small or mid-sized business' guide to outselling the big boys

Often, small or mid-sized businesses don't think they have the resources or the talent to compete with the larger competitors in their industry. But just because they don't have the advertising budgets or purchasing power of their bigger counterparts doesn't mean they can't play ball. For sales organizations, service matters much more than size.

If your sales business is competing with much bigger fish, the odds are stacked against you. Pressured and powerless, frustrated and overwhelmed, you might be tempted to give up. But smaller businesses often find advantages over their bigger competitors.

    • Includes proven tactics to help small businesses tackle bigger competitors
    • Author William T. Brooks is also the author of The New Science of Selling and Persuasion and How to Sell at Higher Margins Than Your Competitors
    • Shows you how to steal market share from bigger vendors with bigger resources

Just because your business can't flood the market with salespeople or contend on economy of scale and purchasing power, that doesn't mean you can't compete. The secret is Playing Bigger Than You Are.

About the Authors.

1: Selling to Giants Will Transform Your Business.

2: Small Businesses Are Uniquely Qualified to Sell to Giants.

3: Finding Friendly Giants.

4: How Corporations Buy.

5: What's Preventing You From Winning Big?

6: The Mental Side of Selling to the Giants.

7: Positioning Yourself to Sell to the Giants.

8: Learning the Buyer's Language.

9: Developing Your Sales Presentation.

10: Making a Successful Bid.

11: You've Won It, Now Build On It.


"In today's marketplace, the playing field on which we're competing is more level than it has ever been. Playing Bigger Than You Are contains practical, down-to-earth tactics and strategies for smaller companies and salespeople looking for proven ways to win larger accounts within their target markets."—Marty Scirratt, Senior Vice President of Sales, Administaff

"Finally a book for the small and medium sales teams out there that gives specific and practical strategies for 'whale hunting' . . . how to use our strengths as nimble and adaptable organizations to land the 'big one.' Playing Bigger Than You Are looks deep into the heart of these Goliaths, demystifying not only how they buy, but how we, the Davids of the marketplace, should position ourselves to win them over."—David B. Finch, President and CEO, ATCOM Business Telecom Solutions

"As the founder and CEO of a large organization, the tactics and strategies that the late Bill Brooks and his son Will outline in this book are right on target with regard to what we would expect from a smaller boutique vendor interested in winning our business.¿They've absolutely nailed how to navigate through the maze of the decision-making process at a larger organization! This book is a must-read for entrepreneurs, salespeople, and anyone else who is looking for a useful, on-target guide for winning bigger accounts."—John K. Harris, founder and CEO, JK Harris & Company