Оглавление
Bounds Andy. Top Dog
About the Authors
Acknowledgements
Introduction
People want you to be impressive, not subservient
Why we chose to co-author the book
And finally …
1. Lead the pack. Focus on others' successes, not your own
Want to be better with people? Learn from the masters – dogs
Be the Top Dog, not just a pack member
It's easy to become Top Dog
2. Drop! Unlearn the bad habits that hold you back
You can't teach an old dog new tricks
How we've learned ‘me too’ habits
You can teach an old human new tricks
To build intimacy and trust, go solo
Pre-prepared slide packs make things worse
3. The welcome visitor. Make a good first impression
Dogs find it easy to differentiate themselves. So, learn from them
First impressions drive everything. So improve yours
1. Use an icebreaker to establish rapport quickly
2. Write a compelling Elevator Pitch (so not ‘I'm an Accountant’)
3. Use your appearance to impress
4. Ensure your handshake turns people on, not off
5. Give your business cards when you should, not when everyone does
6. Be flexible, so you adapt to whatever's thrown at you
And now your first impression's so much better, let's use it
4. Pick up the lead. Get – then prepare for – a great first meeting
Step 1: Get the meeting
Technique 1: Use referrals to get a meeting
Technique 2: Use cold email/call to get a meeting
Step 2: Prepare. A lot
1. Know who you're meeting
2. Know her likely issues and challenges
3. Focus on her AFTERs
4. Prepare something you'll teach her
5. Prepare compelling stories
6. Know your desired outcome from the meeting
5. Walkies! Deliver a great first meeting
1. Establish rhythm
Meeting stages and rhythm
2. Start well, using your icebreaker
3. Transition from icebreaker to agenda
4. Share experiences and add value to each other
Option 1: She goes first
Option 2: You go first
5. Keep being an Alpha Dog (don't be subordinated)
6. Confirm next steps
6. Keep walking! Build momentum in subsequent meetings
Prepare impressive follow-up communications
How to prepare for second and subsequent meetings
Prepare a second icebreaker
Prepare to transition from icebreaker to agenda
Prepare new WWFs
Begin to shape the solution
Consider bringing other attendees
Step 2 – Impress during Meeting Two
Co-develop the solution
#1: Paint a picture of the future
#2: Work backwards to show how you'll get there
#3: Write a timeline
How we'll increase sales through better negotiating
Identify potential obstacles, and how to remove them
Confirm next steps
7. Become Top Dog (1) Write a compelling proposal/business case
Quick answers to the most common proposal problems
Send the proposal late
Agree your follow-up before you send the proposal
Agree your proposal content before you send it
A proven proposal template to use as is and/or copy bits from
Ensure all your accompanying communications are brilliant
8. Become Top Dog (2) Nail the final presentation
Here's a much better way to start
Dramatically improve your presentations
1. How to be interesting
2. How to be two-way – think ‘chat, not rant’
3. Good questions, and even better answers
4. Create visuals that enhance your message, not dilute/contradict it
5. Structure it right
6. Start and finish brilliantly
9. Stay Top Dog. Lose your fear, and win more
The most successful people do this: so we should
