The Art of Woo: Using Strategic Persuasion to Sell Your Ideasby Mario Moussa, G. Richard Shell, Alan Sklar (Narrated by)
Your projects, programs, and career turn on the difference between "no" and "yes." Yet selling ideas-especially the kinds of ideas that make organizations work-is a skill shrouded in mystery. Part emotional intelligence, part politics, part rhetoric, and part psychology, selling ideas is not like tricking someone out of his money. It's about helping others to see things your way-engaging their minds and imaginations. Charles Lindbergh, for example, needed woo to assemble backers for his famous flight. Nelson Mandela also used it to lead a revolution in South Africa. In any context, woo is two parts art and one part science. In The Art of Woo, Professors G. Richard Shell and Mario Moussa offer a self-assessment to determine which persuasion role fits you best and how to make the most of your natural strengths. They also share vivid stories from their experiences advising thousands of leaders and stories about famous people like John D. Rockefeller, Andrew Carnegie, Andy Grove, and Bono. Whether you're introverted or extroverted, competitive or collaborative, intellectual or practical, The Art of Woo will strengthen your persuasion skill in every aspect of your life.
Shell and Moussa (codirectors, Strategic Persuasion Workshop, Wharton Sch., Univ. of Pennsylvania) collaborate here to teach the art of persuading people in a way that is mutually beneficial, accomplished with the use of rhetoric and an understanding of the other person's problems. WOO is an acronym for "Winning Others Over." The title is a reference to (and play on) Sun Tzu's The Art of War, which takes a very different position: people are adversaries and a position of superiority is required to negotiate a favorable outcome. The Art of WOOis one of many books written to aid businesspeople in being more persuasive. Dale Carnegie's classic How To Win Friends & Influence Peopleremains a standard for salespeople to this day. Alan Kelly's recent The Elements of Influencelikewise has the tone of a war strategist who understands modern media as an aid in selling ideas. This book is gentler and more cerebral, and of course relevant in ways that Carnegie's 70-year-old book cannot be. Students of rhetoric, language arts, and marketing would all benefit from this book, so libraries of all sizes should consider purchasing.
Shell (Bargaining for Advantage), director of the Wharton School Executive Negotiation Workshop, and Moussa, a principal of CFAR, Inc., a management consulting firm, provide a fresh new approach to selling ideas with this focus on helping listeners find their strengths as persuaders. Eschewing traditional sales and negotiation tips and tricks, the authors instead develop their material around their principle of winning over others (WOO) to your ideas without coercion using relationship-based, emotionally intelligent persuasion. Borrowing from Stephen Covey (seek first to understand, then to be understood), the authors present a pragmatic approach to relationship-based persuasion, explaining their strategic process for getting people's attention. Beginning with a demonstration of how to use WOO to sell ideas, they explain their four-step process and the six main channels of influence, including authority, vision, relationships, interests, and politics, used to solve problems. The material is relevant for managers and front-line staff, and there are numerous real-world examples of how WOO can be helpful in requesting raises, increasing departmental budgets, and, of course, handling direct sales. The rich solid narration by Alan Sklar helps maintain listener interest in this material, combining business principles, the psychology of behavior, emotional intelligence, and organizational dynamics. Recommended for university libraries supporting a business curriculum and larger public libraries. [Comparative newbie firm Tantor Media has a diverse inventory of programming. See the Q&A with its CEO on p. 126.-Ed.]
- Tantor Media, Inc.
- Publication date:
- Edition description:
- Library - Unabridged CD
- Product dimensions:
- 6.70(w) x 6.50(h) x 1.00(d)
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Meet the Author
Mario Moussa is a senior fellow in the Wharton School of Business's Leonard Davis Institute at the University of Pennsylvania, where he directs and teaches programs in health care.
An internationally recognized expert in law, dispute resolution, and negotiations, G. Richard Shell is the author of several books, including the award-winning Bargaining for Advantage: Negotiation Strategies for Reasonable People.
Audie Award finalist Alan Sklar has narrated nearly two hundred audiobooks and has won several AudioFile Earphones Awards.
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