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Mitch's Books

Mitch is the author, or co-author, of four books on marketing/sales.

It's Not Rocket Science

The Secret To
Selling More

Value Acceleration

Up Yours:
Selling at
Higher Prices

It's Not Rocket Science: Using Marketing to Build a Sustainable Business

In most cases, marketing is not extraordinarily difficult, but it seems to be a forgotten or neglected part of too many businesses.

Beyond just better promotion, why do some companies survive and thrive while others in the same business fade away? That's what we must understand not just in academic theory or "mom and pop" company tactics, but in sustainable business practice that gives you the options to control your future.
It is said that there are three kinds of people:
  • Those that make things happen
  • Those who watch things happen
  • Those who wonder what happened
If you'd like to be a part of the first group, this book can help. It may also answer the third question for some. This book has been praised as a "how to" guide for the mid-sized company that wants to understand the role of Marketing in the business and how to make it happen. From branding to customer service, from the marketing plan to promotion, Mitch provides real world examples in this highly useful book. While this book can be considered Marketing 101, it is not for the freshman marketer. This book's has been used by hundreds of top level executives of mid-sized companies to improve their company's marketing.

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The Secret to Selling More: It's Not Where You've Been Looking, If It Were, You'd Have Found It Already

Improving the performance of sales organizations is a never-ending challenge. Thousands of books have been written on the subject, so why did the world need yet another one? Because this book takes a look at a truly different idea as to what the real root cause problem is and how to fix. And, as the title says, it's not where you've been looking.

This book reveals simple and practical secrets to effective and efficient sales and marketing. Using a down-to-earth style and common sense examples, Mitch dares the reader to rethink their sales and marketing functions, allowing anyone from the top executive to the first time sales person to unearth a more efficient way to increase sales.

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Value Acceleration: The Secrets to Building an Unbeatable Competitive Advantage

This book shows top level executives in leading edge companies how to leverage 20th century accomplishments into 21st century competitive advantage. This books shows where the source of competitive advantage now lies, and how you can achieve it in your company.
The book is not about tactics, nor is it a color-by-numbers "how to" plan. These never really apply to most firms anyway. Nor is this a "traditional" formulistic business book that repeats and repeats itself.

Rather, it is a direct exposition of the most powerful of human forces: ideas. It reveals the ideas that now underline competitive advantage, and how to use them to your advantage.

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Up Yours: Selling More of Your Products and Services at Higher Prices

In this book, I look at actual examples of how companies price ... illustrating approaches and strategies that you can use, too. Most companies price based on one of the following methods:

  1. Based on cost: that is, they determine their costs (as best they know how, and that itself can be a profit robbing issue) and then set their price as a multiplier of that cost. The problem with this approach is that if your costs are too high, you can price yourself out of the market. If your costs are low, you may be leaving profit on the table. And if you don't know your costs, but think you do you can make a mess.

  2. Based on the competition: This assures you that you will be pricing based on the dumbest competitor in the market. The one who has no idea what it costs to be in business until they price themselves out of business.

  3. SWAG or OOTA: Scientific Wild Ass Guess or Out Of Thin Air. Again, as with approach #1, you're likely to lose that one

How should you price? Well based on value and a few other ideas and strategies shown in this book. It will take a bit more work to price this way, but the extra profits will be well worth it.

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