Newspaper article THE JOURNAL RECORD

Winning Communications Strategies

Newspaper article THE JOURNAL RECORD

Winning Communications Strategies

Article excerpt

Winning Communications Strategies: How Small Businesses Master Cutting-Edge Technology to Stay Competitive, Provide Better Service and Make More Money, by Jeffrey Kagan. Softcover, $14.95, 219 pages, 1997, Aegis Publishing. When I was sent a copy of Jeffrey Kagan's new book, I was prepared to be unimpressed.

Another book on technology for small business? No way. As they say, I have been there and done that! Well, I was wrong. Winning Communications Strategies is a great book, full of the kind of practical information that will make busy businesspeople sigh with relief. Kagan is a communications consultant who is sought out by both industry and the media as an expert on communications technology trends. Though he is a technologist, he manages not to sound like one. In his book he comes across as an expert -- if somewhat hyper- enthusiastic -- technology consumer, able to articulate the issues, benefits and costs from a user's point of view. If you are a typical business reader, this book will do two things. First, it will open your mind to an explosion of new possibilities, as communications and computer technology merge into almost-seamless business applications. And second, it will document how other businesses are making profitable use of the new technologies. Take sales prospecting as an example. Kagan recounts the story of the star salesperson who canvasses buildings for names of prospects, returns to his car to call the prospect company for a contact name and fax number, sends a personalized fax from his car introducing himself and his product, and then calls from his cell phone to see if the prospect might see him immediately -- since he is in fact "right downstairs" or "just around the corner." That may be a little overaggressive for some people's taste -- my own included -- but it works for him, and his story is a startling demonstration of the immediacy of the new technology. Smaller businesses are likely to be the biggest beneficiaries of the leaps in technology. These new systems can make your company look and "feel" larger than it is. Smart telephone software can make you "virtually" available in your office regardless of your actual physical location. …

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