The Secret to Winning New Business

The Secret to Winning New Business: That lucrative new account is yours – if you can beat out the other finalists. So how do you make an impression that counts? According to business development consultant and former adman Kevin Allen, you have to look beyond your prospect’s stated needs – and instead focus on their secret wants. In The Hidden Agenda: A Proven Way to Win Business and Create a Following, he argues that the business world is far from a strictly rational, fact-based arena. “Behind every decision,” he says, “there’s an unspoken, visceral motivation.”