The Art of Woo
Using Strategic Persuasion to Sell Your Ideas
Number of pages: 312
Publisher: Penguin
BBB Library: Sales and Marketing, Communication
ISBN: 9780143114048
Editorial Review
Woo, simple enough to say, but not so simple to do. It is relationship-based persuasion, a strategic process for getting people’s attention, pitching your ideas, and obtaining approval for your plans and projects. In short, it’s one of the most important skills for any entrepreneur, employee, or professional manager whose work requires them to rely on influence and persuasion rather than coercion and force.
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Wisdom to Share
Whether you are selling products or ideas, the success of your business is based on how well you sell, and how well you sell is based on how well you can woo others over to your side.
You need to lock the idea into organizational matrix, through budget lines, job descriptions, incentives and other standard operating procedures.
To succeed in politics, you need a slogan. A simple theme allows people to remember it and pass it on to others.
The problems you can face in closing a deal could come from internal forces that work against change; fear of the unknown, competing interests, and organizational politics.
Your success as a persuader depends on your ability to find the channel your audience is tuned to and then communicate using appropriate language.
Relationships give people a level of trust and confidence in each other, facilitating communication and making it easier to cooperate. Take the time to meet face-to-face.
Being alert as good ideas will start to come at odd moments. Take the raw material of your new idea, turn it over in your head, adapt it, share it with others, and get feedback.
Research relentlessly with reference to a defined problem is extremely helpful when cooking up a new idea.
The final step of the Woo process completes the cycle by taking you from the agreement stage to the concrete commitments you need to turn your ideas into action.
The trick isn’t getting people to buy things they don’t need, but rather to help them see things your way.
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