The Art of Woo

Introduction Woo? 1

Chapter 1 Selling Ideas: How Woo Works 9

Chapter 2 Start with You: Persuasion Styles 27

Chapter 3 Connect Your Ideas to People: Stepping-stones 59

Chapter 4 Build Relationships and Credibility: Trust 85

Chapter 5 Respect Their Beliefs: A Common Language 111

Chapter 6 Give Them Incentives to Say Yes: Interests and Needs 137

Chapter 7 State Your Case: The Proposal 159

Chapter 8 Make It Memorable: The Personal Touch 185

Chapter 9 Close the Sale: Commitments and Politics 207

Chapter 10 Woo with Integrity: Character 235

Appendix A Six Channels Survey 249

Appendix B Persuasion Styles Assessment 259

Appendix C The Woo Worksheet 265

Acknowledgments 269

Notes 271

Topical Bibliography 293

Index 303