Average customer rating: Fabulous ideas backed up by case studies Full of Duh's Read this book! Joe Calloway is a star Get's to the point quick. Great Examples

Indispensable: How To Become The Company That Your Customers Can't Live Without Joe Calloway Manufacturer: Wiley ProductGroup: Book Binding: Hardcover General | Business & Investing | Subjects | Books Customer Service | Industries & Professions | Business & Investing | Subjects | Books Advertising | Marketing & Sales | Business & Investing | Subjects | Books Techniques | Sales & Selling | Marketing & Sales | Business & Investing | Subjects | Books All Amazon Upgrade | Amazon Upgrade | Stores | Books Business & Investing | Amazon Upgrade | Stores | Books Similar Items: Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison Work Like You're Showing Off: The Joy, Jazz, and Kick of Being Better Tomorrow Than You Were Today What Customers Really Want: Bridging the Gap Between What Your Company Offers and What Your Clients Crave Clued In: How to Keep Customers Coming Back Again and Again Customer Satisfaction is Worthless, Customer Loyalty is Priceless: How to Make Them Love You, Keep You Coming Back, and Tell Everyone They Know ASIN: 0471703087

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Customer Reviews:

Fabulous ideas backed up by case studies.......2005-11-15

Full of Duh's.......2005-11-15

Read this book!.......2005-09-28

Joe Calloway is a star.......2005-07-11

Get's to the point quick. Great Examples.......2005-07-01

Average customer rating: Selling Machine reinforces modern selling methods! Selling Machine: making everybody in your organization sell!

Selling Machine: How to Focus Every Member of Your Company on the Vital Business of Selling Stephen E. Heiman Manufacturer: Crown Business ProductGroup: Book Binding: Hardcover General | Business & Investing | Subjects | Books Management & Leadership | Business & Investing | Subjects | Books | Business Ethics | Consolidation & Merger | Decision-Making & Problem Solving | Distribution & Warehouse Management | Industrial | Information Management | Leadership | Management | Management Science | Motivational | Negotiating | Operations Research | Planning & Forecasting | Pricing | Production & Operations | Project Management | Quality Control | Risk Assessment | Statistics | Strategy & Competition | Systems & Planning | Systems Analysis | Teams | Total Quality Management | Training Advertising | Marketing & Sales | Business & Investing | Subjects | Books General | Marketing | Marketing & Sales | Business & Investing | Subjects | Books General | Sales & Selling | Marketing & Sales | Business & Investing | Subjects | Books Management | Sales & Selling | Marketing & Sales | Business & Investing | Subjects | Books Similar Items: The New Successful Large Account Management: Maintaining and Growing Your Most Important Assets -- Your Customers The New Strategic Selling: The Unique Sales System Proven Successful by the World's Best Companies The New Conceptual Selling: The Most Effective and Proven Method for Face-to-Face Sales Planning The 5 Paths to Persuasion: The Art of Selling Your Message ASIN: 0812927176 Release Date: 1997-07-22

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Customer Reviews:

Selling Machine reinforces modern selling methods!.......2005-10-22

Selling Machine: making everybody in your organization sell!.......2000-05-12

The Selling Machine gives an excellent overview of the Miller-Heiman philosophy and goes one step further by propagating that all employees should share responsibility in enhancing revenues by supporting the sales force. A must-read for everybody in an organisation - be it sales or marketing, administration or reception desk, CEO or his/her driver. All who understand that in the end it is the customer who is paying your salary. So better make sure all people on board are helping to get sales in.

Especially a good read for people who want to get acquainted with Miller-Heiman's work or who just think they have not enough time to read all the other books I mentioned.

Average customer rating: Recommended for any Entrepreneur Inspiring !, Great Stuff ! Guy Kawasaki Helped Me Sell My Dream A Good Book in Need of an Update What Do You Want Out of Life and How to Get It

Selling the Dream: How to Promote Your Product, Company or Ideas and Make a Difference Using Everyday Evangelism Guy Kawasaki Manufacturer: Harpercollins ProductGroup: Book Binding: Hardcover General | Business & Investing | Subjects | Books Management | Sales & Selling | Marketing & Sales | Business & Investing | Subjects | Books Similar Items: The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything Rules For Revolutionaries: The Capitalist Manifesto for Creating and Marketing New Products and Services How to Drive Your Competition Crazy: Creating Disruption for Fun and Profit Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force Bootstrap: Lessons Learned Building a Successful Company from Scratch ASIN: 0060166320

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Guy Kawasaki's phenomenal success at Apple Computer and as a start-up entrepreneur was the result of an innovative approach to sales, marketing, and management called evangelism. Evangelism means convincing people to believe in your product or ideas as much as you do, by using fervor, zeal, guts, and cunning to mobilize your customers and staff into becoming as passionate about a cause as you are.

Selling the Dream is a handbook and workbook for putting evangelism into action. Kawasaki charts a complete blueprint for the beginning evangelist that covers such topics as how to define a cause (whether it is a business, like Windham Hill Records or the Body Shop, or a public interest concern, like the National Audubon Society or Mothers Against Drunk Driving), how to identify good and bad enemies, how to deliver an effective presentation, and how to find, train, and recruit new evangelists. One of the highlights of the book is a short course in developing an evangelistic business plan, illustrated by the complete, original Macintosh Product Introduction Plan.

Selling the Dream will teach you how to become a raging, inexorable thunder lizard of an evangelist -- a leader whose words will never fall on deaf ears again.

Customer Reviews:

Recommended for any Entrepreneur.......2007-02-21

Inspiring !, Great Stuff !.......2005-09-20

Guy Kawasaki Helped Me Sell My Dream.......2005-05-23

A Good Book in Need of an Update.......2004-03-04

Unfortunately, what keeps it from being a great book is that it was written in the early 90s. It needs a Second Edition to look at what went wrong in the dot-com era, for instance, and whether more (or less) corporate evangelism could have made a difference. It also needs to analyze the Mac Product Introduction Plan and address what went wrong (or at least acknowledge that the document had some flaws in predicting the outcome of the Apple-IBM war). Some Twenty-First Century examples of how corporate evangelism still works would be helpful, too.

The book has a very light tone. If you're a fan of the Dilbert (anti)management books, you'll appreciate Kawasaki's approach. Occasionally the anti-IBM bias strikes the wrong chord (especially since very few of the jibes are directed at Bill Gates and Microsoft). Apple takes its lumps too, mainly in the area of their corportate structuring.

Coming from 1991's perspective, the examples in the book are showing their age. Should a new edition be published, including the suggestions noted above, expect it to be a four- or five-star book. As it is, it's a nice, relatively-inexpensive read that demonstrates there's still hope for the Davids of the world to overcome their own personal Goliaths.

What Do You Want Out of Life and How to Get It.......2003-04-27

The book is full of self-references and self-promotion, but this is exactly what the author is advocating: he is his own cause and this book is his instrument of evangelism. The book provides the motivation and basic principles you need to get started to figuring out what "cause" will occupy your life and give your life meaning. Once you figure out what you want to do, this book gives you no-nonsense real-world advice about how you should go about realizing your mission and your vision.

This book challenges you to make deep personal assessments as to what you want your life to look like and to stand for. It challenges you to find your cause and act.

Average customer rating: Not Your Father's Book on Branding ... Buy This Book.... NOW! A book for the Ages! Deming delivers! Deming's book is a blue print for creating customers for life!

The Brand Who Cried Wolf: Deliver on Your Company's Promise and Create Customers for Life Scott Deming Manufacturer: Wiley ProductGroup: Book Binding: Hardcover General | Business & Investing | Subjects | Books Customer Service | Industries & Professions | Business & Investing | Subjects | Books General | Sales & Selling | Marketing & Sales | Business & Investing | Subjects | Books Similar Items: Great Customer Connections: Simple Psychological Techniques That Guarantee Exceptional Service Chocolates on the Pillow Aren't Enough: Reinventing The Customer Experience The Six Keys to Unlock and Empower Your Mind: Spot Liars & Cheats, Negotiate Any Deal to Your Advantage, Win at the Office, Influence Friends, & Much More Wal-Smart: What It Really Takes to Profit in a Wal-Mart World Perfect Phrases for Customer Service: Hundreds of Tools, Techniques, and Scripts for Handling Any Situation (Perfect Phrases) ASIN: 0470127120

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"Powerful brands command. Read this insightful book and allow Scott to share how to make your brand stand out and deliver you buckets of money!"
—Mark Victor Hansen, bestselling author of the Chicken Soup for the Soul(r) series

"Deming's approach to branding is not about gimmicks. It's about relationships-the real formula for building and sustaining your brand and your business."
—Rieva Lesonsky, Editorial Director, Entrepreneur magazine

"It doesn't matter what you sell. We're all selling service. Deming's book shows businesses of all sizes how to create incredible brand power through innovative service levels. The Brand Who Cried Wolf will not end up on your book shelf; it will stay in your briefcase or on your desk as a daily reference guide. If you want to grow your business, get this book!"
—John Valletta, President, Super 8 Motels

"Deming's revelations on creating an emotionally engaging experience between you and your customer are without equal!"
—Joel Bauer, bestselling coauthor of How to Persuade People Who Don't Want to Be Persuaded

"The Brand Who Cried Wolf explains how every customer interaction, large or small, impacts your brand's image and reputation. This is an easy-to-read book— veryone in your organization needs to own."
—Patrick Sweeney, coauthor of the New York Times bestseller Succeed on Your Own Terms; cohost of the nationally syndicated radio show Winning in Business

"Deming delivers an essential message to businesses and delivers in a way you won't forget. You know the fairy tales, just adapt it to your unique brand: you!"
—Wayne Kandas, CFP and host of nationally syndicated Bloomberg Radio

"Stories sell, and that's what helps sell the ideas in this brilliant book. If you're in business-any business-you need this book. Get it now!"
—Robert G. Allen, bestselling coauthor of Cracking the Millionaire Code; CEO of The Enlightened Millionaire Institute

Chapter 8: Just Call Me Slick!

People Really Hate to be "Sold"

What We’ve Accomplished So Far

By now you know that branding is not exclusively about business identity in the form of a logo or advertising.  You might recognize the Nike brand from its iconic swoosh logo.  You might immediately think of McDonald’s when you think of fast food because McDonald’s commercials are ubiquitous, but by this point, you know that icons and awareness do not constitute a brand.

You also know that big businesses are not the only brands.  Your business does not have to be the size of GM, Microsoft, AOL Time Warner or Wal-Mart.  Your business could be run out of your home with you as the sole employee.  You could conduct business from a small office with a single assistant, or in a store with several employees.  The size, scope, and location of your business does not change the fact that it’s a brand, nor should any of these factors truly impact your brand if you’re focusing on one-on-one relationships.

Businesses are not the only brands, either.  Every individual is a brand, as are organizations from non-profits to political parties to social clubs.  For example, the Gates Foundation, the Red Cross, UNICEF, Make-A-Wish Foundation, Boy Scouts, Girl Scouts, Kiwanis Clubs, Rotary Clubs, Republican Party, and Democratic Party — all are brands.  The concept of branding I’ve been articulating is personal, which means everyone needs to develop one.

Each category — from individuals to organizations to businesses large and small — brings with it its own brand development challenges.  At the same time, however, these challenges are minimized when you understand your brand identity.  Throughout this book, I have written about creating unique and memorable experiences for your customers.   Chapter 2 defined a brand in terms of establishing relationships with your customers.  Chapter 3 distinguished between types of experiences you can generate for your customers, and differentiated a brand experience from ones that are merely transactional or simply meet customer expectations.  Chapter 4 highlighted the importance of changing your perspective to adopt your customer’s point of view, rather than emphasize your product or service.  Chapter 5 analyzed the results of changing your perspective.  Chapter 6 admonished you to avoid overstating your own worth.  Finally, Chapter 7 focused on the ripple effects of your actions.  Thus, most of the facets of branding I’ve been articulating since the beginning of this book have emphasized how you affect the customer’s perceptions.  In other words, I’ve been talking about the customer’s connection to your brand.  Now I’m going to talk about how you perceive your own brand, and about your connection to your own brand.

Creating An Authentic Brand Identity: Sincerity Can’t Be Faked!

First, you must take stock of your brand identity.  In the Introduction to this book I stated that everyone is a brand.  Everyone has a brand identity, but not everyone understands their own brand correctly, or even knows what it is.  You cannot develop an authentic, sincere brand without this understanding.  And you cannot create brand evangelists — people who trust you and praise your brand every chance they get — without an authentic, sincere brand.  You earn someone’s trust through your actions, so you’d better know how to act!

Understanding your brand identity, and developing the trust that turns your customers into evangelists, involves knowing what your own beliefs and values are.  The fact is, when you walk in your customer’s shoes, when you change your perspective to deliver the impossible, you’re reflecting a core element of your identity, your values, and your beliefs.  When you are sincere about trying to understand your customers’ needs, desires, and what they’d truly love from you, a genuine connection is made that is the foundation of trust between you and your customers.

Compassion and sincerity can’t be faked.  Branding is not a matter of putting on a persona that others will like.  It’s not playing a role, putting on a mask, or pretending — all that is superficial, a veneer that covers up the “real” you.  Moreover, a veneer can be quickly spotted.  I don’t think there’s anyone that hasn’t had the experience of being “sold.”  It’s uncomfortable precisely because it’s not authentic.  The experience simply feels hollow.  Think about the slick car salesman who’s “going to do what it takes to get you into this car!”  Maybe he’s heavy on the ‘hale fellow well met,’ demeanor, or drenches you with flattery.  When the time comes to make an offer on the car, he engages in an overly dramatic show of anxiety.  “I’m gonna see my manager right now and see if I can talk him into this one.  Between you and me, he’s having a bad day, but I’m really gonna work on him.”  Eventually, the long, drawn out ceremonial dance ends with you signing the lease or sale papers, but you walk away knowing the whole experience could have been different, and you dread the prospect of going through it again.

Why do you dread it?  What has soured you on going through the process again?  In a word: insincerity.  Insincerity is the wolf trotting around in sheep’s clothing pretending to be something he’s not.  When you experience a wolf in sheep’s clothing, you’re soured on future interactions.  It is this sort of insincerity that destroys a brand or prevents an authentic one from being established.

The car salesman example is cliché, just like the sales girl at the clothing store who tells you every single piece of clothing you try on looks so good!  Though they’re cliché for a reason, we tend to forget just what that reason is.  We instantly recognize the cliché, but not what made it true in the first place.

Customer Reviews:

Not Your Father's Book on Branding ..........2007-06-19

Buy This Book.... NOW!.......2007-05-23

A book for the Ages!.......2007-05-22

Deming delivers!.......2007-05-19

Deming's book is a blue print for creating customers for life!.......2007-05-17

Average customer rating: Wake me up when you're done writing This book covers the key account management from all points of view cost of book Thorough introduction to account management. Very thorough

Key Account Management and Planning: The Comprehensive Handbook for Managing Your Company's Most Important Strategic Asset Noel Capon Manufacturer: Free Press ProductGroup: Book Binding: Hardcover General | Business & Investing | Subjects | Books Accounting | Industries & Professions | Business & Investing | Subjects | Books | Auditing | Bookkeeping | Financial | General | Governmental | International | Management | Taxes Advertising | Marketing & Sales | Business & Investing | Subjects | Books General | Sales & Selling | Marketing & Sales | Business & Investing | Subjects | Books Management | Sales & Selling | Marketing & Sales | Business & Investing | Subjects | Books Entrepreneurship | Small Business & Entrepreneurship | Business & Investing | Subjects | Books Similar Items: The Seven Keys to Managing Strategic Accounts Key Account Management: A Complete Action Kit of Tools and Techniques for Achieving Profitable Key Supplier Status The New Successful Large Account Management: Maintaining and Growing Your Most Important Assets -- Your Customers Managing Global Accounts (American Marketing Association) Major Account Sales Strategy ASIN: 074321188X

Book Description

For the first time, Capon introduces his breakthrough four-part "congruence model" of key account management -- a new, thoroughly researched approach to optimally managing your key account portfolio. First, the author shows how to select and conceptualize the key account portfolio; second, how to organize and manage key accounts; third, how to recruit, select, train, retain, and reward key account managers; and fourth, how to formulate and execute strategy and issues of coordination and control. This congruence model serves as a backdrop as Capon takes the reader step-by-step through the vital functions of key account management including identifying key account criteria, considering the threats and opportunities for the key account, and understanding the roles and responsibilities of critical players. Capon backs up his points with extensive research, real-life stories of successes and failures at a variety of companies, and clarifying figures. Special chapters are devoted to partnering with key accounts and in-depth information on global key account management, an increasingly important weapon for staying ahead of the competition.

Timely, important, and essential, Key Account Management and Planning is the only reference handbook those with key account responsibilities will ever need.

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Customer Reviews:

Wake me up when you're done writing.......2007-07-07

This book covers the key account management from all points of view.......2005-08-22

cost of book.......2003-10-13

Thorough introduction to account management........2002-12-12

The book spends about 30 pages covering the introduction to what Key Account Management is, and more importantly what it is not. It provides a balanced view to the benefits to both the customer and supplier firm, as well as instances where key account management may not be appropriate.

The bulk of the book (Part 2 and 3) covers key account analysis and planning. It devotes two entire chapters to key account analysis and supplier firm analysis/competitor analysis. These are perhaps the most valuable chapters in the book. Chapter 7 covers formulating and capturing the key account strategy -- from the vision and mission statements through action plans and resource committments. Part 2 also provides significant coverage of the various organizational issues around organizing for key account management.

Part 4 covers critical issues in key account management, including issues in partnering with your key accounts and a whirlwind treatment of issues related to global account management.

The content of the book (though dry) is good for a survey of the issues. A number of examples are provided to illustrate points, though some of these examples are fairly weak and could have easily been omitted. The exercises and appendices provided take up nearly 70 pages. The exercises are extremely helpful at boiling down analysis, planning and information requirements for improving key account plans. The appendices provide exposition and further examples to back up the content.

Overall, I would recommend this book for anyone who is new to account management and looking for a very even-handed overview of the structure, processes and critical issues for account management. It was exactly what I expected. I would not recommend this book for someone who is looking for an introduction to a sales organization or for tecniques on selling as that's not where the book is focused.

Very thorough.......2002-03-12

Average customer rating: Review 1 Awesome book for those selling breakthrough products Top recommended book for entreprenuers hiring sales people Very Insightful! Valuable Sales Info. in Story Form

Selling The Wheel: Choosing The Best Way To Sell For You Your Company Your Customers Jeff Cox , and Howard Stevens Manufacturer: Touchstone ProductGroup: Book Binding: Paperback General | Business & Investing | Subjects | Books Decision-Making & Problem Solving | Management & Leadership | Business & Investing | Subjects | Books Advertising | Marketing & Sales | Business & Investing | Subjects | Books General | Marketing | Marketing & Sales | Business & Investing | Subjects | Books General | Sales & Selling | Marketing & Sales | Business & Investing | Subjects | Books Techniques | Sales & Selling | Marketing & Sales | Business & Investing | Subjects | Books Similar Items: Miller's Bolt Cash Machine Using Theory of Constraints for Sales Management Great Boss Dead Boss Crossing the Chasm The Goal ASIN: 0684856018

Amazon.com

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Jeff Cox displayed his remarkable gift for translating complex theories into entertaining stories as the coauthor of Zapp! and The Goal. Now, in collaboration with sales and marketing guru Howard Stevens, CEO of the H. R. Chally Group, he tells a story in the style of an ancient parable to reveal vital lessons gleaned from decades of research on salespeople and customers -- lessons that will help you identify the right way to sell successfully.

Selling the Wheel recounts the story of Max, the resourceful fellow who invented the Wheel and found himself faced with the challenge of convincing people to accept his breakthrough innovation. In so doing, it demonstrates four essential selling styles, each requiring a distinctly different type of salesperson and selling approach. As Chally's research clearly shows, no company can be all things to all customers: sales tactics and strategies must change as technologies and markets mature to reflect new values demanded by customers. Written with humor and filled with practical insights, Selling the Wheel will be treasured by managers, salespeople, and entrepreneurs everywhere.

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Customer Reviews:

Review 1.......2007-05-23

Awesome book for those selling breakthrough products.......2007-03-08

Top recommended book for entreprenuers hiring sales people.......2006-02-18

Very Insightful!.......2006-02-14

Valuable Sales Info. in Story Form.......2006-01-18

Average customer rating: Very helpful - buy this book before you start the transaction! Crisp, well-focused review of the subject

The Strategic Guide to Selling Your Software Company: Essential Advice from a Veteran Deal Warrior William Venema Manufacturer: Lulu.com ProductGroup: Book Binding: Paperback General | Business & Investing | Subjects | Books Entrepreneurship | Small Business & Entrepreneurship | Business & Investing | Subjects | Books General | Programming | Computers & Internet | Subjects | Books All Titles | Qualifying Textbooks - Fall 2007 | Stores | Books Business & Investing | Qualifying Textbooks - Fall 2007 | Stores | Books Computers & Internet | Qualifying Textbooks - Fall 2007 | Stores | Books Similar Items: Selling Your IT Business: Valuation, Finding the Right Buyer, and Negotiating the Deal The Business of Software: What Every Manager, Programmer, and Entrepreneur Must Know to Thrive and Survive in Good Times and Bad How to Sell Your Business: And Get the Best Price for It Unlocking The Value Of Your Business : How to increase it, measure it and negotiate an actual sale price - in easy, step-by-step terms. Eric Sink on the Business of Software (Expert's Voice) ASIN: 1411686624

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Customer Reviews:

Very helpful - buy this book before you start the transaction!.......2006-09-02

Crisp, well-focused review of the subject.......2006-06-22

Average customer rating: The Why and the How of Branding Success For The Business Owner Definitely worth the time to read Not the first book to read on branding Delivers more than promised

Primal Branding: Create Zealots for Your Brand, Your Company, and Your Future Manufacturer: Tantor Media ProductGroup: Book Binding: Audio CD General | Business & Investing | Subjects | Books Management | Management & Leadership | Business & Investing | Subjects | Books Advertising | Marketing & Sales | Business & Investing | Subjects | Books General | Marketing | Marketing & Sales | Business & Investing | Subjects | Books Product Management | Marketing | Marketing & Sales | Business & Investing | Subjects | Books General | Sales & Selling | Marketing & Sales | Business & Investing | Subjects | Books General | Business | Books on CD | Audiobooks | Formats | Books Management | Business | Books on CD | Audiobooks | Formats | Books Sales | Business | Books on CD | Audiobooks | Formats | Books Similar Items: Storytelling: Branding in Practice The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant Buzzmarketing: Get People to Talk About Your Stuff Emotional Branding: The New Paradigm for Connecting Brands to People ASIN: 1400102197

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Customer Reviews:

The Why and the How of Branding.......2007-08-13

Success For The Business Owner.......2007-05-07

Definitely worth the time to read.......2007-03-25

Not the first book to read on branding.......2007-02-23

Delivers more than promised.......2006-08-29

Average customer rating:

Growth Partnering: How to Build Your Company's Profits by Building Customer Profits Mack Hanan Manufacturer: Amacom Books ProductGroup: Book Binding: Hardcover Strategy & Competition | Management & Leadership | Business & Investing | Subjects | Books General | Business & Investing | Subjects | Books Customer Service | Industries & Professions | Business & Investing | Subjects | Books Management | Sales & Selling | Marketing & Sales | Business & Investing | Subjects | Books ASIN: 0814450601

Average customer rating:

Twenty Days to the Top: How the PRECISE Selling Formula Will Make You Your Company's Top Sales Performer in 20 Days or Less Brian Sullivan Manufacturer: iUniverse, Inc. ProductGroup: Book Binding: Paperback General | Business & Investing | Subjects | Books General | Marketing | Marketing & Sales | Business & Investing | Subjects | Books General | Sales & Selling | Marketing & Sales | Business & Investing | Subjects | Books Techniques | Sales & Selling | Marketing & Sales | Business & Investing | Subjects | Books ASIN: 059531211X

Book Description

"The PRECISE Selling Formula taught in Twenty Days to the Top has been worth a million. Literally! We just closed on our first $1 million account. This doesn't happen without PRECISE Selling."
--Joe Dager--CEO--Velvet Ice Cream

"The seven PRECISE Actions taught in Twenty Days to the Top have been instrumental in creating a culture of top performers."
--John Moran--Senior VP of Sales--Welch Allyn, Inc

Twenty Days to the Top reveals the high-speed PRECISE Selling TM Formula to become your company's top sales performer in 20 days or less. This easy to learn sales methodology is combined with humorous and entertaining anecdotes that will teach you how to: