The Art of Woo

Using Strategic Persuasion to Sell Your Ideas

by G. Richard Shell , Mario Moussa

Number of pages: 312

Publisher: Penguin

BBB Library: Sales and Marketing, Communication

ISBN: 9780143114048

About the Authors

G. Richard Shell : G. Richard Shell is the Thomas Gerrity Professor of Legal Studies,


Mario Moussa : An advisor to senior leaders on strategy and competitiveness, and an


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.

Book Reviews

"Salespeople market products and services. Successful people within organizations market ideas. Can you market yours? In this smart, well-sourced book, G. Richard Shell and Mario Moussa show you how to sell your concepts to your colleagues and clients. They detail six primary “influence channels” and five “persuasion roles.” They also outline the four components of an effective persuasion." Howard Recruitment

"In their new book, The Art of Woo: Using Strategic Persuasion to Sell Your Ideas, Wharton legal studies and business ethics professor G. Richard Shell and management consultant Mario Moussa provide a systematic approach to idea selling that addresses the problem Iacocca identified."The Wharton

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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.

Once your idea gains momentum, it will take a life on its own

Create a fanfare for your ideas, which will give your idea momentum.

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.

Everything starts with an idea.

To start this journey toward others’ perspectives, you must start with self-awareness.

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.

Provide your audience with good reasons to accept.

The trick isn’t getting people to buy things they don’t need, but rather to help them see things your way.

Success depends on how well you sell.

It is relationship-based persuasion, a strategic process for getting people’s attention, pitching your ideas, and obtaining approval for your plans and projects.