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|Print List Price:||£16.99|
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The Hidden Agenda: A Proven Way to Win Business and Create a Following Kindle Edition
|Length: 242 pages|
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Top Customer Reviews
As someone who is time-poor but keen to draw on the experiences of others this book is a somewhat a panacea for me in that I want to have practical examples as well as having some formalized frameworks to apply in their day-to-day activities. I often have bought books or read papers from academics or specialists in certain disciplines but have lost interest in them before completing but the `Hidden Agenda' is a rare thing that is enjoyable to read, you actively engage with the speaker and actually come away `buzzing' with how to apply this to your daily activities.
Also as someone who was unwilling to label myself a `salesman' through a perception that it wasn't how I wanted to be seen this book has been extremely useful in redefining my approach. I can testify that I have closed new business using these techniques and presented new strategies to management, which has helped our wider team develop a new approach in terms of targeting new business.
If you find yourself, especially in this current economic climate, having to learn (or redefine) certain roles within your own company or strengthen your skills within a larger organisation to demonstrate a wider depth of knowledge this book will be of significant interest. We all, to a greater or lesser extent, get involved in driving our companies forward and this book recognises the different 'roles' we can all play in that pursuit.
Business is all about growth, understanding your audience and refining your approach in line with your values. I don't normally post reviews but this book and in particular Kevin Allen warrants it. Highly recommended - this could well become a modern business classic.
As someone who has run his own business, in the past, I immediately wished I had read this book years ago as it gave real structure and insight in to how to plan and win business.
What also made this book a great read was the narrative, it was not one of those business books that takes you months to read, but more of a story that you can't put down.
I met Kevin again after reading the book, as I really wanted to learn more from him, and luckily now I will keep learning from him as we now work together.
Hidden Agenda: A Proven Way to Win Business & Create a Following
I selected the title of this review from a longer passage in the Introduction: "Get it? Get what? The `what' is the [begin italics] hidden agenda [end italics], the emotional motivator behind all the statistics, the business jargon, and the other things that surround any key business issue. It is in fact how people make decisions, with their hearts."
Allen is a veteran advertising executive and an accomplished "pitch man" but clearly agrees with John Hill, co-founder of Hill & Knowlton, that the best pitch is one that offers "truth well told." He shares everything he has learned about how to prepare and then present such a pitch for the readers whom he characterizes as "you dreamers, strivers, fighters, doers, and itchy-feet people `growth aspirants." Allen is convinced that, for them, their ability to pitch "is the very spearpoint and lifeblood of achieving these ambitions.Read more ›
By the way, I think the book has tremendous application for marketers wanting to understand segmentation.
The "hidden agendas" of the title are the fundamental desires that underpin a buyer's decision process, the ambition, belief or worry that drives his or her decisions. Allen argues that emotions and desires are locked into an agenda, often unspoken, which significantly influences the decision. He proposes that to win business or to create your following you need to link two vital ingredients together: the business problem and the hidden agenda. The goal is to connect to this hidden agenda, showing the audience that you understand them and what they truly seek. For this he defines three terms, wants, needs and values (these are the three significant terms that he defines, somewhat arbitrarily, according to his own purposes.Read more ›
Most Recent Customer Reviews
I found this a bit of a page-turner, a feature I don't often find with business books. I liked the anecdotes, although the Mastercard example is a little worn by the end, but Allen... Read morePublished on 28 Nov. 2012 by smcoll
The title of this book tells it all - understanding the subtleties and nuances of business and organisations are critical to success. Read morePublished on 30 July 2012 by Mrs M London
Everyone in global advertising knows about Kevin Allen. I have spent nearly 25 years as a client gatekeeper in big pitches, and seen the man in action many times. Read morePublished on 24 July 2012 by david wethey
I loved this book and thoroughly recommend it! It is beautifully written, very easy to read and incredibly informative. Read morePublished on 22 July 2012 by GH
You might be thinking about setting up a business, have one, or just be trying to get yourself a promotion or a better job. Get this book... Read morePublished on 16 July 2012 by Gen82
The joy of my job is working with authors and visionaries like Kevin Allen.
Being part of a team that designs collaborative meetings for a global advertising/marketing holding... Read more
The Hidden Agenda is on the surface, a book about marketing and advertising. I've read a lot of those in my time, and as great and as useful as most of them are and can be, they... Read morePublished on 13 July 2012 by Mr. S. R. Dhain
Author and new business expert has written a master primer in how to use his "Hidden Agenda" technique to win new business. Read morePublished on 12 July 2012 by Douglas Ritter
I've had the pleasure to meet Kevin personally on a training course and was so impressed with what I heard that I invited him to come and speak to our staff and share his... Read morePublished on 11 July 2012 by LoungingAround
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