- Gebundene Ausgabe: 256 Seiten
- Verlag: Bibliomotion (17. April 2012)
- Sprache: Englisch
- ISBN-10: 1937134040
- ISBN-13: 978-1937134044
- Größe und/oder Gewicht: 14,7 x 2,3 x 21,8 cm
- Durchschnittliche Kundenbewertung: Schreiben Sie die erste Bewertung
Nr. 515.910 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
- Nr. 1032 in Fremdsprachige Bücher > Business, Karriere & Geld > Marketing & Verkauf > Werbung
- Nr. 1654 in Fremdsprachige Bücher > Business, Karriere & Geld > Management & Führung > Entscheidungsfindung & Problemlösung
- Nr. 1765 in Fremdsprachige Bücher > Business, Karriere & Geld > Fähigkeiten > Kommunikation
- Komplettes Inhaltsverzeichnis ansehen
The Hidden Agenda: A Proven Way to Win Business and Create a Following (Englisch) Gebundene Ausgabe – 17. April 2012
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"Kevin's enjoyable and informative book reminds us all that to communicate well is to connect with people first." - Rudy Giuliani, former Mayor of the City of New York
"The "Hidden Agenda "makes the invaluable link between understanding your audience's motivation and creating success. It also reveals some of the secret tactics that Kevin has used to help change businesses around the world. It all begins with that simple, timeless practice of connecting with people on a much deeper level. Don't miss the remarkable teachings of this unusual book and author." - Dan Schawbel, personal branding expert, bestselling author and owner of Millennial Branding
"Kevin Allen is the 'Picasso' of the high art of the new business development and he has finally shared his magical techniques with the rest of us. A must-read!" - Larry Weber, Chairman and CEO of W2 Group, author of "Everywhere: Comprehensive Digital Business "Strategy for the Social Media Era
"Anyone who is trying to create the most persuasive selling presentation, the most inspiring vision or discover the customer sweet spot must read (and re-read) Kevin Allen's new book. While filled with concepts and insights, this is no academic treatise, but a valuable playbook from someone who has 'been there, done that' with amazing success many times." - Joe Plummer, Professor of Marketing, Columbia Business School
Allen, an advertising vet with a track record that includes MasterCard's "Priceless" campaign, offers concrete and easy-to-implement advice to satisfy the "hidden agenda" inherent in every interaction. Allen uses this term to describe the unspoken emotional motivator behind every decision. Since people make active decisions based on what resonates with this motivator, it's critical that businesspeople at all levels understand and address the factors which stand between themselves and success. To that end, Allen shows how to understand your audience and provides practical strategies for uncovering the needs, wants, and values that drive them. He shows how to find assets you can leverage that help connect using your "core" (the special abilities at the core of your being) and your "credo" (the belief system you and your audience share). He also explores the importance of developing a win strategy once a connection is made and how to utilize the power of storytelling. Using examples from his professional life, Allen demonstrates how he put these principles into action, providing useful context for readers. He also helpfully distills the most important takeaways in a "Remember This" box at the end of each chapter. A modern day Don Draper, Allen shows that he knows how to sell because he knows what his audience will buy. - Publishers Weekly (Apr)"
Allen, the guy who pitched and closed multi-million-dollar Fortune 500 ad campaigns, says, "Behind every decision is an unspoken, visceral, emotional motivation. Tap that, and you win." He identifies three hidden agendas, which go beyond solving the problem at hand, and present opportunities to salespeople. Wants: This shows the decision makers that you not only understand their business, but also where it's going. Help them visualize the future and how your product/service plays a role. When prospects see that you can help them navigate, you win. Uncovering questions: "If you had to write a corporate dream, what would it be?" What frustrates you about the perceptions of your company in the marketplace?" Needs: The initial problem acknowledges that "something's missing." Decision-makers seek assurance that your solution will work. If it doesn't, it creates other problems -- their decision-making capability and credibility become questionable. In order to win, you have to show that you have their back -- you'll do what it takes to make it work. Uncovering questions: "What keeps you up at night?" "What might set your plans back?" Values: Every salesperson does homework on prospects. But many don't look at corporate mission statements and similar information to understand the context in which decisions are made. Still fewer look to understand the values of their prospect's customers. If the values of your firm don't intersect with those of the prospect and its customers, you lose. Uncovering questions: "How would you define the value system in your company? Your customers?" "What drives your business?" Like the ad campaign he created for MasterCard, Allen's advice on uncovering and addressing the hidden agenda is "Priceless." - Jim Pawlak, HartfordBusiness.com
Über den Autor und weitere Mitwirkende
He is the best-selling author of The Hidden Agenda: A Proven Way to Business and Create a Following (Bibliomotion, 2012), and also The Case of the Missing Cutlery: A Leadership Course for the Rising Star (Bibliomotion, 2014), which has been featured on BBC Radio’s Four Thought leadership series.
With decades at the top of advertising giants McCann-WorldGroup, the Interpublic Group and Lowe and Partners Worldwide, Kevin worked with such brands as MasterCarddeveloping the globally famous "Priceless" campaignMicrosoft, Marriott, Smith Barney, Nestle, L'Oreal, Lufthansa and Johnson & Johnson, and was an early part of Rudy Giuliani's team that prepared the way for the successful Mayoral election and turnaround strategies for the City of New York.
An academy instructor at the Cannes Lions International Festival of Creativity and Eurobest Festival, and a visiting lecturer at the Columbia University Graduate School of Business and the European Business School at Regents College London, Kevin is a featured speaker at companies like Google, Microsoft and has appeared on BBC.
Lawrence Flanagan: Lawrence Flanagan is the Executive Dean of College of Business at the University of New Haven. He is regarded as one of the most accomplished global marketing leaders in the country.
Die hilfreichsten Kundenrezensionen auf Amazon.com
Kevin Allen's emotional x-ray vision shines through on every single page.
It is very rare that such a strategic and structured approach to brand management is used in the first place and almost impossible to find a method like this shared in a book with a larger audience.
Most wisdoms are widely applicable, the only limitation I could find is that the book is sometimes tailored to advertising agencies selling to their B2B relationships before reaching the B2C market. This is still extremely valuable for the ad business world however to a lesser extend to B2C brand enthusiasts.
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