CHAPTER 1: INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
CHAPTER 2: THE PROBLEM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
CHAPTER 3: ENERGY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
The Reason—13
Four Energy Levels—14
PART I: PILLARS OF COMMUNICATION — 17
CHAPTER 4: WE ARE ALWAYS COMMUNICATING . . . . . . . . . . . . . . . . . . . 19
The Three Pillars of Communication—21
British Cycling Team and the 1 Percent Principle—23
CHAPTER 5: THEMSELVES PILLAR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
The Key to the Themselves Pillar—27
CHAPTER 6: THEMSELVES PILLAR TRAPS . . . . . . . . . . . . . . . . . . . . . . . . . . 31
The 99 Percent True Trap—31
The Credential Trap—32
The Common Interest Trap—34
The Sarcasm Trap—34
CHAPTER 7: PLAN PILLAR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
The Plan Must Be Simple—40
The Plan Must Be Clear—42
The Plan Must Be Consistent—44
The Plan Must Create Connections—46
You Must Join the Conversation—50
CHAPTER 8: PLAN PILLAR TRAPS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Too Much Information Trap—55
The Inside Language Trap—57
Process Trap—58
CHAPTER 9: ACTION PILLAR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Verbal Vs. Nonverbal—61
Clarity Is Key—62
The Life Preserver Principle—63
The Track and Field Principle—64
The Track and Field Principle in Action—66
CHAPTER 10: ACTION PILLAR TRAPS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69
Energy Trap—69
Other People Trap—72
Too Much Information Trap—72
Lack of Clarity Trap—73
PART II: KEEPING A SHARP FOCUS — 75
CHAPTER 11: ONE-DOWN POSITION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Quit Saying Thank You—77
Quit Apologizing—78
Quit Using Self-Deprecating Humor—79
CHAPTER 12: LISTENING:
THE KEY TO MAKING IT ALL ABOUT THEM . . . . . . . . . . . . . . . . . . . . . . . . . 81
It’s a Conversation, Not a Contest—83
CHAPTER 13: DON’T ENGAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 85
CHAPTER 14: THE BOULDER PRINCIPLE . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
1. Acknowledge the Boulder—87
2. Have Them Agree to the Boulder—88
3. Let It Roll—89
Overcoming Objections and Comparing Objections to Boulders—90
PART III: PRESENTATION ROAD MAP — 95
CHAPTER 15: CONNECTING TO LARGE GROUPS:
BUILDING A PRESENTATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
Readiness—98
Engagement—99
Action—100
CHAPTER 16: READINESS:
CONNECTING WITH YOUR AUDIENCE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
Playing Tennis—103
Readiness Tools—104
Stories—108
CHAPTER 17: ENGAGEMENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115
Methods of Engagement—116
The Entertainment Trap—118
CHAPTER 18: ACTION: GET THE AUDIENCE TO TAKE ACTION . . . . . 121
Move from Micro to Macro—121
Guide Them Through the Close—121
Get Rid of Conditional Words—122
Be a Steadfast Guide—123
CHAPTER 19: PUTTING IT ALL TOGETHER . . . . . . . . . . . . . . . . . . . . . . . . . 125
Presentation Outline—125
CHAPTER 20: TURNING CUSTOMERS INTO RAVING FANS:
GETTING REVIEWS IN BUSINESS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129
Things to Remember—130
CHAPTER 21: FINAL WORDS:
THINGS TO REMEMBER AND APPLY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133
INDEX . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137
ABOUT THE AUTHORS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 143
