{"product_id":"start-with-who-w-craig-reed-9798874707026","title":"Start with Who: How Small to Medium Businesses Can Win Big with Trust and a Story","description":"\u003ci\u003eStart with Who\u003c\/i\u003e, with a foreword by EOS Visionaries Mike Paton and Mark O'Donnell, is the next generation beyond business books written decades ago, including Simon Sinek's \u003ci\u003eStart with Why\u003c\/i\u003e and \u003ci\u003eThe Challenger Sale\u003c\/i\u003e by Matthew Dixon and Brent Adamson. The groundbreaking science, examples, and concepts in this book are delivered in easy-to-understand terms and designed to help drive meteoric success for sales, marketing, and recruiting professionals who have started or work for small to medium businesses. Over 90 percent of customers buy on trust, but only 3 percent of salespersons are trusted. \u003ci\u003eStart with Who\u003c\/i\u003e takes science-based storytelling for sales, marketing, and talent acquisition to a new level by showing you how to blend Aristotle's Persuasion Model, business neuromarketing, the educational 4MAT system, and a new approach to the Three-Act Play to build customer and candidate trust with only twelve bullet points and a story. All salespersons know that \"facts tell and stories sell.\" Having trained and coached thousands of sales and marketing professionals for leading firms, \u003ci\u003eNew York Times\u003c\/i\u003e bestselling author W. Craig Reed leverages decades of experience to help individuals hone their messaging down to a few short bullet points presented in a compelling yet easy-to-understand story format designed to teach, persuade, and drive action.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e W. Craig Reed\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9798874707026\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Ascent Audio\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 04\/02\/2024\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e CD","brand":"W. Craig Reed","offers":[{"title":"CD","offer_id":45064453357823,"sku":"9798874707026","price":36.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_ae502048-0e7e-4754-808e-45f197f32710.jpg?v=1712124376","url":"https:\/\/www.whiterainbookhouse.com\/products\/start-with-who-w-craig-reed-9798874707026","provider":"WR Book House","version":"1.0","type":"link"}