Table of Contents
Acknowledgments 10
Introduction
Selling yourself is the key to success 11
Selling yourself is essential in the corporate world 12
Selling yourself is crucial as an entrepreneur 12
People at the top sell themselves all the time 13
The world is shaped by people selling themselves 13
Selling yourself is now more important than ever 14
We know this works 14
This book will help you do it 15
Step 1 Self-Belief and Confidence
Why do you need self-belief and confidence? 17
How this chapter will help you develop self-belief and confidence 18
Finding your self-belief 18
Displaying confidence 25
Case study: Donald Trump, self-belief and confidence 28
What you have learned about self-belief and confidence 31
Step 2 Personal Preparation
Why is personal preparation useful? 33
How this chapter will help you with personal preparation 34
Pre-sales preparation 35
Sales preparation 40
Case study: Warren Buffett and the importance of personal preparation 50
What you have learned about personal preparation 53
Step 3 Personal Presentation
Why is personal presentation important? 55
How this chapter will help you with personal presentation 56
Individual presentation 57
Write the perfect résumé 58
Case study: Sir Richard Branson and personal presentation 62
What you have learned about personal presentation 68
Step 4 Communication
Why communicate? 69
How this chapter will help with your communication 71
Verbal, non-verbal, visual and written communication 72
Case study: Oprah Winfrey and communication 81
What you have learned about communication 83
Step 5 Empathy
Why is empathy important? 85
How this chapter will help you with empathy 86
What is empathy? 87
Case study: Anita Roddick's empathy 95
What you have learned about empathy 98
Step 6 Under-Promise and Over-Deliver
Why under-promise and over-deliver? 99
How this chapter will help you to under-promise and over-deliver 100
How to complete a project with excellence 101
Case study: The Google IPO 109
What you have learned about under-promising and over-delivering 112
Step 7 Going the Extra Mile
Why is going the extra mile important? 113
How this chapter will help you go the extra mile 114
Section 1: Produce your mental shift 114
Section 2: Execution 117
Case study: Jeff Bezos and getting bigger faster 126
What you have learned about going the extra mile 129
Step 8 Overcoming Setbacks
Why is overcoming setbacks important? 131
How this chapter will help you to overcome setbacks 132
So, who suffers setbacks? 132
How do you overcome setbacks? 133
Case study: Peter Jones's determination 138
What you have learned about overcoming setbacks 139
Step 9 Managing the Media
Why manage the media? 141
How this chapter will help you manage the media 142
Section 1: Traditional media 143
Section 2: New media 148
Case study: Mark Zuckerberg and the Facebook revolution 156
What you have learned about managing the media 159
Step 10 Leadership
Why is leadership important? 161
How this chapter will help you with leadership 162
Section 1: Individual leadership 162
Section 2: Leading a team 170
Case study: Jack Welch's transformational leadership 173
What you have learned about leadership 176
Final Thoughts
The future of selling yourself 177
Bibliography 181
Index 185
