Selling the dream pdf

Kawasaki charts a complete blueprint for the beginning evangelist that covers such topics as how to define a cause whether it is a business, like Windham Hill Records or the Body Shop, or a public interest concern, like the National Audubon Society or Mothers Against Drunk Driving , how to identify good and bad enemies, how to deliver an effective presentation, and how to find, train, and recruit new evangelists. One of the highlights of the book is a short course in developing an evangelistic business plan, illustrated by the complete, original Macintosh Product Introduction Plan.

Selling the Dream will teach you how to become a raging, inexorable thunder lizard of an evangelist — a leader whose words will never fall on deaf ears again. I would have paid many times the cover price to read it ten years ago. By day I find myself using ideas from this book to help my clients define their visions and marketing strategies.

For example, everyone wants to make more money, but the question is WHY? What do they believe that more money will do for them? Maybe they want to work fewer hours. Maybe they want to work the same amount of hours and double the money.

They might want to double the money and are willing to work an extra 10 hours a week to get it. Are they looking for money? Do they want to travel? Do they want to hang out with the kids?

For example, my best friend is cool with her money. But the less she can work the happier she is, because the kids are her priority—not the money. Everything has to be based around the problem. If you can figure out what the top three problems are for your potential client, that is your gold mine.

Once you figure out what their top three problems are, what their solutions would be, and why they want what they want, then when it comes down to making the sale—the rest will flow so much more easily. Just ask! Well, why exactly? Make notes about what they say. SlideShare uses cookies to improve functionality and performance, and to provide you with relevant advertising.

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