From the Back Cover
SO WHAT?How to Communicate What Really Matters to Your Audience MARK MAGNACCA Supercharge Your Success by Answering the One Question That Everyone Cares About: Answer the "So What?" question quickly, succinctly, convincingly-every time! Practical techniques, examples, and exercises proven with thousands of winning salespeople. Straight from Mark Magnacca, one of the world's leading sales consultants. For all your personal interactions-in business and in life! It's tough, but true-the people you're trying to communicate with, sell to, or convince don't really care about you. Nor do they care what you're offering them-until they understand exactly how it'll benefit them. If you recognize that one hard, cold fact-and you know what to do about it-you'll make more money, achieve greater success, and even have more fun! In this book, world-renowned sales consultant Mark Magnacca shows you how to answer the "So What?" question brilliantly, every time-no matter who's asking it or what you're trying to achieve. This book will transform the way you communicate: You'll use it every day to get what you want-in business and in life! About the Author xForeword xiChapter 1 What You Need to Know in 850 Words 2Chapter 2 Change Your Thinking, Change Your Life 8Chapter 3 How I Learned to Think This Way-You Can, Too! 14Chapter 4 Your World View-Making the Invisible Visible 26Chapter 5 What's in It for Them? 36Chapter 6 Who You Always Wanted to Be-Yourself 52Chapter 7 Winging It Versus Orchestration 72Chapter 8 Getting Your Audience Engaged 86Chapter 9 Tie a String Around Your Finger 104Chapter 10 Getting from Where You Are to Where You Want to Be 120So What? A Final Word 128Glossary 134Acknowledgments 140Index 144
About the Author
has invested the past 15 years on a search for what sets great communicators apart. So What?
is the result of five years of work simplifying this powerful idea to book form. Each idea has been tested in his own life and business, as well as with a wide range of clients. Mark's unique ability to bring these ideas to life will enable you to easily understand them and apply them in your own life.
As founder and president of Insight Development Group, Inc., his seminar and training programs have been featured in The New York Times
, USA Today
, and on CNN's MoneyLine
. Mark has helped thousands of entrepreneurs, salespeople, and executives adopt a So What Mindset that makes them indispensable in any economic cycle.
Mark lives in the Boston area with his family. A graduate of Babson College, Mark is the author of The Product Is You
and is a participant in the Strategic Coach Master's Program.