This book explains how to evangelize a product, service, or organization. Guy Kawasaki's phenomenal success at Apple Computer and as a start-up entrepreneur was the result of an innovative approach to sales, marketing, and management called evangelism. Selling the Dream is a handbook and workbook for putting evangelism into action. Guy Kawasaki, author. Guy Kawasaki. CEO, Garage Technology Ventures. Page 2. 1. Selling the Dream . Create a cause. Page 3. 2. Selling the Dream. Look for agnostics, not atheists.
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SELLING THE DREAM GUY KAWASAKI In this very competitive age, you need to have an innovative approach to sales, marketing and management in order to. Get Free Read & Download Files Selling The Dream PDF. SELLING THE DREAM. Download: Selling The Dream. SELLING THE DREAM - In this site isn`t the. The book is a blue print on how you can "evangelize" or sell your dreams and By selling the dream, you are transforming a vision into a cause and getting.
Know your audience, your cause, your site and focus on your mission. Prepare a script or an outline of your presentation and rehearse it by yourself and with your colleagues. Time your preparation and remember, "Practice makes perfect". This step has two purpose: At this stage you communicate your message to the audience. You can use different techniques such as metaphors, stories or analogs.
This is the time you make the call to action and say thank you. A good landing is appropriate, clear, flexible and expedient. Sowing At the start of the evangelism, it is vital that you "plant" as many seeds and welcome anyone with even the smallest interest in your cause. You can "spread your seeds" through advertising, talking to as many people as you can, encouraging your supporters to contribute in anyway that they can, localizing efforts, segmenting the market and evangelizing the right people.
Here are some ways to do just that: Cut your losses Set objectives and measure performance Follow through Inspire don't compete Exploit your enemies Be an internal cheerleader and communicate even small victories to your organization. This is the final stage of evangelism. It is the most rewarding but also the most dangerous stage because of stagnation, burnout and compliancy.
To avoid the danger you must: Avoid superficiality Avoid losing yourself in the cause Help evolve your cause Remember your installed base Avoid fanaticism Keep it fun o Hire people who are fun o Empower others to make decision o Undertake interesting, ambitious and challenging projects.
The first and foremost requirement is that he needs to believe in your cause and be able to inspire and motivate others.
Selling the Dream
You can use the following questions in finding and hiring evangelists: What is the mission of our cause? Do you believe in our cause? Why is our cause important to you?
What does being an evangelist mean to you? How would you attack our cause if you are our enemy? What is your organization doing wrong?
Good training is demanding, informal, realistic and constant. The vital topics for training include: The cause The market The skills How to Deploy the New Evangelist Practice the Gravy Theory - managing evangelist by encouraging any effort, no matter how small and insignificant it appears to be. Make the assignments achievable Give them the tools Make the work valuable Delegate the work Leveraging Your Efforts Good public relations magnify your messages and generate positive word-of-mouth publicity.
Other ways to add evangelist into your group include: The press or the media Buddies or people who see like and give without being told. Multipliers or organizations who hover around mother ship causes example: Ally with popular people 2. Ignore it publicly - concentrate on your promotions, PRs and your cause. Use Aikido if you can't ignore it -- deflect the enemy's force and use it against him.
Let people experience your cause 5. Do what's right for the customer Between You and Me Evangelizing for the Opposite Sex Evangelization can also be used in relationships, you need to know and embrace these principles:. Don't settle down too early. Let a thousand flowers bloom - concentrate on small thoughtful and local efforts such as giving her a simple gift, giving a single rose or chocolates.
Act true to yourself. How to Cultivate Prune and prioritize - narrow down your choices Follow through tenaciously - pay attention to the small things such as saying thank you and sending thank-you notes and being on time.
Manners are very important. Inspire, don't compete - inspire her or be inspired by her and do not compete with her. Exploit your enemies Beat your chest - this principle is NOT applicable to evangelizing women. How to Harvest Avoid Superficiality - show that you are really interested in her, what she does and what she says. Never take her or the relationship for granted, Move through the product cycle - do not move things too quickly.
Lose yourself in the cause Never forget your installed base - never let go of and forget your friends and family.
Avoid fanaticism - do not force yourself upon women literally and figuratively. The Ethical Evangelist Each individual wear an invisible beeper that goes off when they go beyond the ethical boundaries. The author believes that every evangelist's beeper should go off in the following circumstances: When you evangelize something you do not believe in You lie in order to further your dream, career or to get people to download in your dream You put your enemy or innocent people at bodily risk You violate the laws of your government.
You stifle or silence the opposition and prevent them from airing their views. Jay Abraham is a man you should all know. If you do not - go to the library and start learning - just do it! Jensen Introduction A compensation plan that fails to motivate distributors can stagnate a company as fast as any other factor. While there are. As I look toward the future,. After years. Small Business Primer: Strategies for Success The Business Primer: IAAP claims no ownership interest in the trademarks.
Introduction As consumers flock to the internet, the marketing industry continues to evolve and expand. As this happens, traditional models of marketing begin to lose efficiency and new types of marketing. Create a plan Create a feedback loop Plan how you are going to provide better customer service and take help from both staff and customers.
Improve People skills Service is a skill and people. Customer Experiences - The Key Messages 1 - Traditional Differentiators are no longer working One question to always ask is "what are your key points of difference".
Most struggle with this question, some. By Dr. Isabelle Cunningham Online study is a wonderful. But you can t succeed at sales with out being a great at prospecting. When prospecting you need.
We really embarrassed ourselves last night at that business function. What are you talking about? We didn't even have business cards to hand out. Outlined below are 7 things that your competitors are doing. Making business simple Introduction 2 Contents Every business needs a Marketing Plan. This guide has been created to assist you in putting your Marketing Plan together. This guide will help you to indicate. Understand your Goals Research the Marketplace Narrow the Field Formal Documentation How can you survive?
Value Proposition Creation. The Age of the Customer: Does your customer loyalty make the grade?
Roadmap to Customer. Business Mastery: Zane Benefits is the leader in individual health insurance reimbursement for small businesses.
Since ,. To help close the gap between strategy and execution, we ve created the Essentials Guide to Strategic Planning, which provides an end-to-end. Teacher s notes: Vocabulary With stronger students, don t give them the correct answers until they have read the text and have had a.
Customer referral programs are a simple, low cost and effective marketing strategy,. If you can find the. You will be taught how to profit when stocks go up and how to "really". As a parent, you love your child and you want them to be happy, successful and productive. You know that a college education. Mentoring Guide This guide provides a roadmap for any company, no matter the size of the business or the industry whether you re just getting started or you already have a mentoring program that you want.
Your participation and. Motivating for Peak Performance Motivating for peak performance involves knowledge and skills in using. Tenet 3 Focus on the user experience. Tenet 3 Overview of the Tenet 3 Too often, IT is focused on the technologies themselves and not how we maximize the impact the investments have on the users and. This guide contains practical steps that will help public sector agencies, organizations and departments develop.
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That s not true! Do you rent lists and send unsolicited direct mail or email?
Expose: Do you focus intently on educating customer and prospects by freely giving them knowledge via articles, your Web site, webinars, speeches and your blog? Do you freely share your knowledge and intellectual capital, discovering ways it can reach prospects via their networks, thereby making it more valuable?
Finally, what's the ultimate goal of your sales efforts? Is it primarily to fulfill your quota and score a commission? Or is each sale another step toward building a long-term, committed relationship with a customer who will happily refer you to family and colleagues?
The technology industry has long understood evangelism's power. Technology advances often become life-changing products.
Some technology companies embrace the emotional connection their products and services inspire and create internal evangelists. In slow but deliberate steps, Microsoft has been humanizing itself to the developer community, most recently with its Channel 9 initiative. His job is to speak at industry conferences and to anyone who will listen to how Adobe's products will make their business lives easier and more productive.
So to start with, pick a few things based on their pain points that would catch their interest. After that is when the solution comes in. Now you can show them the result of the solution. What will the solution allows them to do? This is where selling the solution becomes selling the dream. Sounds like a pretty straight-ahead selling point, right? Go a little bit deeper. What did growing your business by that number actually wind up getting you?
More freedom, less work, a lot more free time? How do you know what the dream is for your ideal clients? What are their dreams?
SELLING THE DREAM GUY KAWASAKI
Sometimes people want to spend more time with their family. They have to believe in what they want for their dream AND they have to be committed to making it happen. Oh, one other thing, of course—that you are the one who can help them do it. So where do you begin? For example, everyone wants to make more money, but the question is WHY?Create good karma - focus on positive results. Roadmap to Customer. From your experience, what assurances or relevant. These people provide the focal point for the cause.
Clubhouse Anywhere Take the concept of motivation and answer this question: What is the primary motivation of your company? People are generally a lot quicker to pay to get out of pain than they are to fulfill a vision.
Finding Legal Counsel This is a very important step and can prevent major problems as your cause develops.
Are You Making a Sale or Selling a Dream?
Again the huge price tag comes up, as well as the considerable emotional stress if children are forced to play or study away from home and their families. Presenting Your Cause According to the author, Evangelism is a one-on-one skill: you convert and train people one at a time or at least in small group presentations. Good objectives have the following qualities: challenging, few in number, inspiring and stable.
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