Chapter 4


How Niche Is Your Market?


“Serving a special market successfully requires paying particular attention to customer communication.”


Chapter 5


Seven Ways To Wow Your Customers


“Surprises work really well when they come later, after the customer has started to forget the last time they did business with you.”


Chapter 6


Specialty Market Case Study: Selling To Off-Roaders


“The amount of time we spend with the customer is our competitive advantage.”