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When you have an important meeting coming up, how do you prepare?

Pull some materials together?

Create a new slide deck?

Prepare your opening line? Maybe ‘thanks for sparing your time’?

People do things like this all the time. You see it every day.

But just because it's everywhere doesn't mean it's best.

For example, when you turn up with pre-prepared material or slides that they haven't asked for, they'll probably assume you intend to talk at them, not with them.

And phrases like ‘thanks for sparing your time' can come across as deferential (‘your time's more important than mine’); not equal.

The other person picks up on this. And, without doing a thing, they're now in charge. This means your conversation usually ends with what they want, not what you want. This could mean you don't get the pay rise you deserve; the sale; the new job; the promotion …

When this happens, in effect, you ‘lost’ before you even started talking.

People want you to be impressive, not subservient

If this sounds depressingly familiar, don't worry: you aren't alone. When pushed, most people would admit their approach doesn't differentiate them from anyone else. They also know that, unless they can establish peer-level relationships and credibility, they'll always lose to the Top Dog.

But other Top Dogs don't want you to be like this!

They want you to impress them. To help them. To add value to them. That's why they're seeing you.

And, since most of your competitors – both business and personal – struggle with this, it's a huge opportunity for you.

This book will help you take that opportunity.

You'll learn hundreds of new, simple, practical ways to impress and influence others – great for pay rises, sales, new jobs and promotions – including:

• Easy ways to impress from Minute One.

• How to prepare to have outstanding meetings and interactions which appear spontaneous, but are in fact well-rehearsed.

• Practical advice around establishing rapport, using impactful Elevator Pitches and icebreakers that work but aren't cheesy.

• How to build your confidence, to convince yourself you're Top Dog – because, if you can't do that, you've little chance of convincing anyone else.

• Word-for-word scripts that help you overcome the challenges you hear every day.

• How to talk less about what you do (‘I'm a tax expert') and more about the impact you cause (‘I'll slash your tax bill’). Top Dogs love things like this.

• How to reinforce your messages by telling compelling stories focused on their agenda. They can relate to these much more than they can to traditional credentials presentations.

• Simple steps to preparing communications that impress, and achieve what you both want.

Why we chose to co-author the book

Both of us have helped thousands of people – and their businesses – become more successful through improved communication. But we've done so coming at it from very different angles …

Andy is an award-winning consultant, who's helped his customers win £billions. Author of best-sellers The Snowball Effect and The Jelly Effect, he has spent decades studying what makes communication work. His skills and passion stem from the fact his mother is blind. This has given him a lifetime's experience of seeing communication from the other person's point of view – so critical if you want to become Top Dog.