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The Language of Trust : Selling Ideas in a World of Skeptics
Author: Michael Maslansky
Trust is dead. Now what? If you’re trying to sell something—whether it ’s a product, a service, or an idea—you are facing a new era of consumers who listen less and question more. Armed with more knowledge and jaded by a lifetime of unfulfilled promises, these consumers reject the traditional approach to sales and marketing. But what if you have something good to say and can’t get beyond this skepticism? To engage today’s consumer, a new language of trust is needed. In this groundbreaking audio book, you’ll learn what words to use, what words to lose, and how to structure your message to overcome skepticism and build and keep the trust of your audience.
"The author’s earnest appeal is delivered in clear, meaningful tones without a hint of skepticism. He exhorts businesspeople to build trust with clients and customers, a goal that is becoming increasing difficult amid the public’s perception of the causes of the economic downturn. As narrator, the author exudes the confidence he promises the listener will glean from his book. His delivery is steady in pace and even in tone, yet he still manages to read with feeling so that most sentences carry a friendly undercurrent. The longer you listen, the more you feel you would like him if you met in person, which makes you more inclined to believe in his ideas. This is a case in which an author enhances his text by knowing which moments to slow down for effect and which to speed up to build tension and sustain interest."
M.R. © AudioFile Portland, Maine
Publisher: Oasis Audio
Publication Date: 20100504
Subject: BUS058000-BUSINESS & ECONOMICS / Sales & Selling / General,BUS007000-BUSINESS & ECONOMICS / Business Communication / General
About The Author: Michael Maslansky is one of corporate America’s leading communications and research strategists. As CEO of Maslansky, Luntz & Partners, the firm that produced the New York Times best-seller Words That Work, he advises leading organizations, such as PepsiCo, eBay, Microsoft, and Pfizer on what to say, how to say it, and most important, why it matters. He has conducted hundreds of research projects in over twenty countries using his firm’s proprietary polling and focus group methodology, cited by the New York Times, Washington Post, New Yorker, 60 Minutes, Nightline, and PBS’ Frontline, among others.