The Hidden Agenda: A Proven Way to Win Business and Create a Following

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The Hidden Agenda: A Proven Way to Win Business and Create a Following

Format:  Hardcover,

222 pages

Publisher: Perseus Distribution Services

Publish Date: Apr 2012

ISBN-13: 9781937134044

ISBN-10: 1937134040

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Book Information

The following content was provided by the publisher.
Each of us pitches ideas every day. Regardless of what idea we're selling--or who we're selling it to--it all boils down to the act of stirring someone to join you, to agree to follow you. Yet we consistently underestimate how critical it is to recognize the role of the decision maker. Decisions are, after all, made by people; and people have needs and agendas, spoken and unspoken. Understanding these needs and agendas are critical to success in business. Kevin Allen's approach is not about persuading, but about creating a connection that assures a mutual win. By unearthing the true motivation or desire of the decision maker, Allen shows how to craft a story or message around it, creating a predictable and repeatable end result. Full of stories and examples, this entertaining book teaches you how to effectively find, connect, and finally to speak to the Hidden Agenda to win business unfailingly, every time.

Specifications

Publisher: Perseus Distribution Services
Publish Date: Apr 2012
ISBN-13: 9781937134044
ISBN-10: 1937134040
Format: Hardcover
Number of Pages: 222
Shipping Weight (in pounds): 1.05
Product in Inches (L x W x H): 5.75 x 8.5 x 1.0
Walmart No.: 9781937134044

Chapter outline

Foreword
Acknowledgments
Introduction: The Heart of the Matter
Who? Finding the Hidden Agenda
Defining the Hidden Agenda
The Conceptual Target
Uncovering the Hidden Agenda
What? Connecting to the Hidden Agenda
Your Core
The Credo
Real Ambition
How? Speaking to the Hidden Agenda
Your Win Strategy
The Advocate's Approach
The Power of Storytelling
Conclusion
Epilogue
Further Reading
Index

Book description

Whether we are trying to push forward a project or simply persuade a friend to come with us to the movie of our choice, it all boils down to trying to stir someone to join in on that project, to follow our plan. All of us in our personal and business lives find ourselves pitching every day – from our ideas, to our companies, products and services. But one veteran ad man says we’ve lost sight of the most important person in the equation – the person on the receiving end of that pitch. Kevin Allen’s approach is not about persuading, but about creating a connection that assures a mutual win. Allen lays out his proven method for discovering the not-so-obvious desires of a client and building a connection to this deep desire that assures a real and mutual benefit.
Through his years of successfully pitching ideas, veteran ad man Allen has seen a pattern emerge: pitches aimed directly at the needs of the decision maker are winners. By recognizing the unspoken need of the decision maker, and connecting the pitch to that need, the likelihood of winning the sell is virtually assured. In The Hidden Agenda, Allen describes in practical terms an entirely new way to compel people to follow you and embrace what you are selling. The Hidden Agenda lays out concrete steps to identify the “who” you are reaching, “what” elements you can connect with, and “how” to connect with your audience with the end goal of simultaneously winning the sell and establishing an ongoing collaborative relationship.
This entertaining book moves at a rapid clip and is full of lively anecdotes of hard-won advertising campaigns. From Mastercard’s iconic “Priceless” campaign to Rudy Giuliani’s mayoral campaign, Kevin Allen has seen first-hand how to effectively find, connect, and speak to the Hidden Agenda to win business unfailingly, every time.

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