Evaluating the Services of Power Marketers

Abstract

If ever the term "vaporware" were appropriate it is in the market-
ing and sales effort s of too many power marketers across the country.
App a rently oblivious to the inevitability that these promises must tum
into concrete product, sales staff and seemingly entire companies are
cons is ten tly mi srepresenting the services available . Obviously this is
not an appropriate commentary on all power marketers ; however, it
do es affect all of us as we find ourselves in the position of having to 'ex-
plain aw ay' the smoke and mirror s presentations made by others. This
articl e e xpl ains the claims and techniques used by these firms, and lays
out so me guideline s for better evaluating marketer services.