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Guy Kawasaki Offers Up Some Enchanted Reading on Making a Positive and Lasting Impression

April 16, 2012 | Comments: 0 | Views: 137

In today's society, selling just won't work anymore. Not traditional selling anyway. People are too educated, too skeptical and, frankly, too busy to be "sold." No, you can't sell if you want to impress someone today. You have to enchant them.

That is the thrust of Guy Kawasaki's book "Enchantment: The Art of Changing Hearts, Minds, and Actions." In his own words, the book is "for people who see life for what it can be rather than what it can't."

The basic tenants of enchantment are likability, and trustworthiness, Kawasaki said.

So how do you achieve likability? Kawasaki explains that your smile, your dress, your handshake and even your words play a role. They all must be warm, inviting and absolutely sincere. And, Kawasaki says, you must be passionate about your cause if you expect to stir anyone else's passion for it. His passion leaps off of every page of this book, solidifying his credibility on this topic.

Trustworthiness, Kawasaki says, takes you further down the road to enchantment. To be trustworthy, you must take on the mindset of a mensch, a person who is "honest, fair, kind, and transparent, no matter whom you're dealing with and who will ever know what you did."

After outlining how to enchant, Kawasaki goes on to look at whom to enchant - an audience, your employees and your boss. The goal in each case is to create high-quality work (or a worthy cause) and then immerse people with a great story. Make your product desirable, simple and accessible. Then promote it with a killer presentation. Sound familiar? It should. Kawasaki's friend and former boss, the late Steven Jobs, built the Apple empire on these principles.

And, in an enchanting balance, Kawasaki also examines both how to resist enchantment and how to overcome resistance.

Enchantment is rare these days because it's a time-consuming process that not everyone is willing to invest in, Kawasaki argues. But it becomes worthwhile when you discover that the "goal of enchantment is a long-lasting change - not a onetime sale or transaction."

Much like the products Kawasaki worked with at Apple, "Enchantment" is extremely elegant and user-friendly. It casually blends his personal insight and experience with great research on the psychology of enchantment. It is full of great bullet points that any public speaker, salesperson or marketer will want to bookmark and return to often. In short, Kawasaki practices what he preaches in this book.

Enchanting On Hold

Are you looking to enchant callers at your business? On Hold Company will help you craft a custom on-hold message that enchants callers by making the best first impression possible. Give us a call today at (800) 492-9030 or visit us online at to learn more.

Source: EzineArticles
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