Golden Apple: How to Grow Opportunity and Harvest Success
Praise for The Golden Apple\ "The Golden Apple is charming, witty, and enormously informative—an unforgettable read."\ —Tim Zagat, cofounder of Zagat Survey®\ "Kathy is the Gandalf of sales. She combines the magic and science of selling in her book, The Golden Apple."\ —Dave Murphy, Executive Vice President and General Manager, Los Angeles Times\ "Kathy always offers insight and support to everyone who is lucky enough to cross her path—she will make you work harder and smile while doing...
Search in google:
Nationally recognized executive recruiter and sales trainer Kathy Aaronson has thrived in sales through three deep rolling recessionsand the aftermath of 9/11. She has built a loyal following nationwide by sharing the secrets of finding career satisfaction and security despite changes in the economy, business practices, or workforce demands. In The Golden Apple, Aaronson takes readers back to the roadside vegetable stand where, driven by "kid courage,"she first learned how to see value that others had ignored and how to communicate and provide that value to create customer satisfaction.As an eight-year-old selling the oddly shaped, unevenly colored rejects from her family's farm—and drawing customers away from the produce aisles at the grocery store—Aaronson began to understand key principles of establishing positive connections with others and providing value in a way that others can appreciate. She built on those principles as one of the first women to succeed in national advertising sales for Cosmopolitan, Working Woman, and W magazines before turning her focus full time to The Sales Athlete, Inc. As a salestrainer and recruiter, she has been retained by more than a thousand companies, including the Tribune Company, Time Warner, and Emmis Communications. The Golden Apple recounts the lessons Aaronson has learned from a lifetime of turning unrealized value into bankable, tangible results. Straightforward, entertaining, and easy to like, this value-packed rulebook is built around the nine essential lessons that drive success in literally every aspect of your life. Whatever your level of accomplishment, The Golden Apple will give you the knowledge and encouragement you need to reach that elusive next level. Lively where other business books are dry, clear-cut where other business books are vague, it will show you how to achieve personal and professional success by detailing:A step-by-step approach for life and business that makes success easier than failureTips on how to break through each and every time you hear "No" and build positive business relationships even with people who are initially rude, indifferent, or skepticalA road map for developing mentors and loyal client relationships that will bring you career satisfaction and security regardless of changes in the economyCase studies, examples, checklists, and more for transforming the book's wisdom and examples into concrete actionThe Golden Apple is about recognizing and presenting value—in yourself, in your career, and in the people you meet everywhere you go. Profound in its simplicity, it will help you reach inside yourself to rediscover your "kid courage" and give you the power you need to be more credible and confident in your career and life.
Acknowledgments. Introduction. Part One: Bringing Out the Value Within. 1. Finding Worth, Providing Value. Checklist: What Is Value? Nothing Happens Until You Sell Yourself. 2. Slowing Down the Traffic. Creating Prospects. The Five-Touch Technique. 3. Why We Buy, and How. The Four Universal Types of Customers. Building Loyalty with Every Sale. Part Two: Turning Cold Calls into Warm Relationships. 4. Communicating with All the People, All the Time. Six Possible Responses to Your Approach. 5. The Well-Polished Presenter. The 24-Hour Professional. Packaging Counts. 6. Storytelling Selling. New Ideas: How to Show, Tell, and Sell. A Seven-Point Presentation Structure for Selling Anything. Rules for Storytelling Selling. Part Three: Giving Something Extra. 7. An Apple for the Road. Ten “Something Extra” Ideas. Replenish—So You’ll Have Something Extra to Give. 8. An Apple for the Teacher. How to Find a Mentor. How to Keep a Mentor. 9. It’s All about the People. How to Choose a Career You’ll Love. Career Security through Thick and Thin. Epilogue: The Most Important People. Appendix: The Golden Apple Action Plan. About the Author. Index.
