The Art of Woo: Using Strategic Persuasion to Sell Your Ideas

Description

This a terrfic guide that should help the persuasion neophyte or veteran to become a better persuader. Shell and Moussa cover all the ins and outs of persuasion, from introduction of a new idea to getting the commitments to follow through. They do this against a back-drop of persuasion styles, and provide an evaluation quiz to help the reader identify their dominant style. They provide a powerful four-step model using the acronym PCAN - present the Problem, identify the Cause, your Answer to the problem, and how your idea is the best among other alternatives (Net benefits). For each of these steps in the process, the authors provide a variety of how to's that assist the reader in preparing for and implementing each step. Shell and Moussa also cover the obstacles to persuasion and provide guidance on how to overcome these. They also provide terrifically fascinating examples from history and business that clearly illustrate the applicatoin of their persuasion principles and tactics. If you want to improve your persuasion game, this is a must read. The Art of Woo (2007)......Page 1 Contents......Page 7 Introduction - Woo?......Page 8 01: Selling Ideas: How Woo Works......Page 16 02: Start with You: Persuasion Styles......Page 34 03: Connect Your Ideas to People: Stepping-stones......Page 66 04: Build Relationships and Credibility: Trust......Page 94 05: Respect Their Beliefs: A Common Language......Page 119 06: Give Them Incentives to Say Yes: Interests and Needs......Page 144 07: State Your Case: The Proposal......Page 166 08: Make It Memorable: The Personal Touch......Page 192 09: Close the Sale: Commitments and Politics......Page 214 10: Woo with Integrity: Character......Page 241 Appendix A: Six Channels Survey......Page 255 Appendix B: Persuasion Styles Assessment......Page 264 Appendix C: The Woo Worksheet......Page 269 Acknowledgments......Page 272 Notes......Page 274 Topical Bibliography......Page 296 Index......Page 305