Publisher's Synopsis
THE GOLDEN TREE is the first book on the market that systematically teaches you how to succeed in the wooden business. What makes this book so interesting is that it is based on the author's own experiences he gained throughout his 25 year lasting career in the international wood business as an entrepreneur, trader, consultant and mentor. Matjaz masterly merged his knowledge with over 30 real life cases, interviews and stories, (which include some of the most successful people in the wood business at the moment) and that makes this book an interesting, easy to understand, but yet a powerful tool, that will help you achieve your goals, whether you are a small carpenter, an engineer or a manager. The book is structured to lead you through 7 steps, which help you develop skills to succeed in the wood business: 1. The First Step: Every Journey Starts With the First Step Adjust your mindset to success, evaluate your current status and your knowledge. Find out what skills are required if you want to succeed in business. As the old Chinese proverb says: "the journey of a thousand miles begins with one step." 2. The Second Step: What to Sell and Where to Sell Choosing the right products and markets is vital for success in business. See how a new product can be developed in 9 steps and check out how it is done by the biggest Scandinavian staircases manufacturer. 3. The Third Step: Where Are the Costumers There are several ways how to find a costumer, but basically there are two major ways how to do it when selling wooden products. But is every costumer a good costumer? 4. The Fourth Step: Be the First in Your Costumer's Mind Find out basics how to brand your company and your products, whether you sell wooden elements or high quality furniture. Remember: branding is not what you say about yourself, but what other people say about you. 5. The Fifth Step: To Negotiate or Not to Negotiate Learn to negotiate and save a lot of money. Find out how to achieve the best price for your wooden products and how to protect yourself against dirty tricks. 6. The Sixth Step: Give Your Costumers What They Want Selling is art. Become a great artist in selling. There are many different wooden products and consecutively there are many different approaches how to sell them successfully. 7. The Seventh Step: Rethinking Wood This chapter is dedicated for you to perform the 'rethinking' of wood and embrace new possibilities. Find out how wood will be used in the future and maybe you will find a great idea how to become a part of this future.
