| This book is aimed at service professionals (architects, lawyers, accountants and so on), and offers to help hone their selling skills. The basic idea is to go into high-empathy, high-engagement mode by using tricks of the trade that marketers are acquainted with. Marketing jargon, thus, makes frequent appearances. The AIDA model""Attention, Interest, Desire, Action""for example, is suggested as a custom generation sequence. This book also makes a reference to Neuro Linguistic Programming (NLP), which "involves understanding whether people's preferred mode of communication is visual, audio or kinesthetic and then matching their style". This book has surprisingly few illustrations and charts, and the only photograph is on the cover, a spider's web under the title ("Dynamic" printed bold).
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| DYNAMIC PRACTICE DEVELOPMENT |
| Kim Tasso Rs 195 285 PAGES Viva Books |
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First Published: Jul 12 2006 | 12:00 AM IST
