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作者： Harry Beckwith，Christine Clifford Beckwith 著
出 版 社： 艺洲
出版时间： 2006-12-1字数：版次： 1页数： 316印刷时间： 2006/12/01开本：印次：纸张： 胶版纸I S B N ： 9780446578219包装： 精装内容简介
It really is all about you and improving the way you present yourself, declare the husband-and-wife Beckwiths (Selling the Invisible) in this refreshing career primer. Unlike many similar books, this is not an autobiography masquerading as wisdom. The Beckwiths stay out of the book except when Harry's experience as a bestselling business writer and head of a marketing firm or Christine's as an award-winning speaker and cancer-survivor is directly relevant. Instead, they offer practical advice for effective and memorable interpersonal interactions. Above all, they stress communicating with brevity and clarity—suggesting that every document be cut in half before sending and giving 30-minute speeches in 22 minutes. Their own prose is pared down to short, readable lessons on topics like the importance of making good first impressions and the secrets of successful selling, which they describe as the artful handling of information, presented with forethought and enough passion to be persuasive without making anyone uncomfortable. Readers at the start of their careers or in need of an inspirational brushup will find much of use.
作者简介：
HARRY BECKWITH heads Beckwith Partners, a marketing firm that advises twenty-three Fortune 200 clients and dozens of venture-capitalized start-ups on branding and posi-tioning. A Phi Beta Kappa graduate of Stanford, Beckwith is an internationally acclaimed speaker. His four bestselling books have been translated into twenty-three languages.
CHRISTINE CLIFFORD BECKWITH, also of Beckwith Partners, is an award-winning international speaker. The former senior executive vice president for SPAR Marketing Services was her industry's leading producer for eight consecutive years before being diag-nosed with breast cancer in 1994. Since then she has written five award-winning books and leads The Cancer Club, the world's largest provider of humorous and helpful products for people with cancer. Christine and Harry and their family live in Minneapolis, Minnesota.
You can visit Harry and Christine at www.beckwithpartners.com.
目录
INTRODUCTION
SIXTEEN CANDLES AND SHREWD WAITRESSES:WHAT PEOPLE BUY
Living Is Selling
The Heart of Every Transaction
What You Really Sell
What People Value
Nothing More Than Feelings
FROM KISSING IN CHINA TO GRACELAND: PLANNING AND PREPARING
"Keeping the End in Mind"
The Real Role of Goal-Setting
So Who Are You?
What Do You Do?
Jack of a Dozen Trades
What Difference Do You Make?
Your Third Question
Question Four, and the Power of Stereotypes
What to Look For
Work the Weakness
Jumping to conclusions
Mentor-Or Mentors?
The Key to Success
Seek Tough Love
Cultivating an Image
People Decide, Then Think
People Buy You with Their Eyes
Your Package
Visuals and Stereotyping
Packaging Against Your Stereotype
Investing in You
Tricks
Thinking Outside Your Box
Education's Overlooked Rewards
Taking This Book to Santiago
HOGS, APPLES, AND WRITER'S UNDERWEAR: COMMUNICATING
How to Play the Shift
Selling to the Overwhelmed
The Real FirstRule of Communicating
Simplify
What Wal-Mart Tells You
The Writer's Underwear
The Brand Called You
Inspirations for Your Brand
……
TWO KEY SKILLS:LISTENING AND SPEAKING
FROM ROBIN WILLIAMS TO DR.JEKYLL:RELATING
FLYING WIGS,SNAKES,AND DEMONS:ATTITUDE AND BELIEFS
SEX(FINALLY),AND OTHER IMPORTANT STUFF:TACTICS AND HABITS
THE $18 MILLION SANDWICH AND THE DINOSAUR:SUCCESSES AND DELIGHTFUL FAILURES
THREE THOUGHTS,ONE WISH
ABOUT THE AUTHORS
