<ul><li>Second Gear: Conversational Selling </li></ul><ul><li>Foley & Lardner </li></ul><ul><li>March 26, 2009 </li></ul>
Copyright © 2009 Shift Worldwide   page  Agenda 1:00pm – 1:05pm Introductions 1:05pm – 1:10pm Agenda and Overview 1:10pm –...
Copyright © 2009 Shift Worldwide   page  Program Overview  Week 1 3/9/09 Tech Upramp Week 2 3/16/09 Research/Interviews We...
Copyright © 2009 Shift Worldwide   page  Personal Objectives <ul><li>Using the noteboard, I’ll record what you’d like to g...
<ul><li>Opening Context </li></ul>
Copyright © 2009 Shift Worldwide   page  Second Gear Theme “ Life ain’t nothin’ but questions and stories.”
Copyright © 2009 Shift Worldwide   page  Building a Book of Business <ul><li>Key business development competency:  convers...
Copyright © 2009 Shift Worldwide   page  Definitions <ul><li>“ Marketing” </li></ul><ul><ul><li>One-to-many awareness rais...
Copyright © 2009 Shift Worldwide   page  People & Conversations <ul><li>People buy through conversations </li></ul><ul><li...
Copyright © 2009 Shift Worldwide   page  People Types <ul><li>Four types of people: </li></ul><ul><ul><li>Evangelists – pr...
Copyright © 2009 Shift Worldwide   page  Differences <ul><li>Chat: small talk </li></ul><ul><ul><li>Examples: </li></ul></...
Copyright © 2009 Shift Worldwide   page  Mapping Exercise Exercise: Who are evangelists, hubs and bridges in your networks...
<ul><li>Chat </li></ul>
Copyright © 2009 Shift Worldwide   page  Chat Definition <ul><ul><li>“ Idle banter, typically on innocuous or unimportant ...
Copyright © 2009 Shift Worldwide   page  Chat Partners <ul><li>Who do you chat with? </li></ul><ul><li>Where do you chat? ...
Copyright © 2009 Shift Worldwide   page  Body Language & Approach <ul><li>Scanning for 1-2-3’s </li></ul><ul><li>Body lang...
Copyright © 2009 Shift Worldwide   page  Messages are Important!
Copyright © 2009 Shift Worldwide   page  Messaging Best Practices <ul><li>Memorable Messages are… </li></ul><ul><ul><li>Si...
Copyright © 2009 Shift Worldwide   page  Extending Chat Reactive Proactive “ What Do You Do?” 6-8 word answer beginning wi...
Copyright © 2009 Shift Worldwide   page  Breaking Frames <ul><li>Breaking frames of expectation </li></ul><ul><li>Expected...
Copyright © 2009 Shift Worldwide   page  Seeds & Doors <ul><li>Planting seeds </li></ul><ul><ul><li>Latent  </li></ul></ul...
<ul><li>Conversation </li></ul>
Copyright © 2009 Shift Worldwide   page  Conversation Definition <ul><ul><li>“ Communication by two, three, or more people...
Copyright © 2009 Shift Worldwide   page  Question-Story Model <ul><ul><li>Use the Question-Story Model to deepen relations...
Copyright © 2009 Shift Worldwide   page  Reactive vs. Proactive <ul><li>Reactive </li></ul><ul><ul><li>People chat, have a...
Copyright © 2009 Shift Worldwide   page  Question and Story Forms <ul><li>Four types of questions and stories </li></ul><u...
Copyright © 2009 Shift Worldwide   page  Question and Story Forms <ul><li>Exercise: group discussion </li></ul><ul><ul><li...
Copyright © 2009 Shift Worldwide   page  Win-Win <ul><li>Goal of conversations: gain interaction in the future </li></ul><...
Copyright © 2009 Shift Worldwide   page  Building Social Capital <ul><li>“ Give before you get” </li></ul><ul><li>Developi...
<ul><li>Conversion </li></ul>
Copyright © 2009 Shift Worldwide   page  Conversion Definition <ul><ul><li>“ An event that results in a transformation.”  ...
Copyright © 2009 Shift Worldwide   page  Opportunity Types <ul><li>Marketing </li></ul><ul><ul><li>Speeches, articles, blo...
Copyright © 2009 Shift Worldwide   page  “ Buying” Points <ul><li>Buyers buy for specific reasons: </li></ul><ul><li>Order...
Copyright © 2009 Shift Worldwide   page  Histories & Audiences <ul><li>Understand context </li></ul><ul><ul><li>Legal requ...
Copyright © 2009 Shift Worldwide   page  Primary Intelligence <ul><li>Intelligence used as question – story content </li><...
Copyright © 2009 Shift Worldwide   page  Secondary Intelligence <ul><li>Secondary research  </li></ul><ul><ul><li>Company ...
Copyright © 2009 Shift Worldwide   page  Asking not Telling <ul><li>“ Selling is not telling…it’s asking.” </li></ul><ul><...
Copyright © 2009 Shift Worldwide   page  Buying Process conversation chat conversion <ul><ul><li>People </li></ul></ul><ul...
Copyright © 2009 Shift Worldwide   page  Following Up <ul><li>Quick email after steps of conversion </li></ul><ul><ul><li>...
Copyright © 2009 Shift Worldwide   page  Power: Getting to Yes <ul><li>“ Burning platform” </li></ul><ul><ul><li>What happ...
Copyright © 2009 Shift Worldwide   page  Beyond Yes <ul><li>“ Stealing the bacon”: Family Feud? </li></ul><ul><ul><li>Stay...
<ul><li>Summary and Close </li></ul>
Copyright © 2009 Shift Worldwide   page  Summary and Close <ul><li>“ Life ain’t nothin’ but questions and stories.” </li><...
Copyright © 2009 Shift Worldwide   page  Coaching & Group Sessions <ul><li>Coaching:  </li></ul><ul><ul><li>1: Personal me...
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032609 Foley Second Gear Presentation

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032609 Foley Second Gear Presentation

  1. 1. <ul><li>Second Gear: Conversational Selling </li></ul><ul><li>Foley & Lardner </li></ul><ul><li>March 26, 2009 </li></ul>
  2. 2. Copyright © 2009 Shift Worldwide page Agenda 1:00pm – 1:05pm Introductions 1:05pm – 1:10pm Agenda and Overview 1:10pm – 1:30pm Opening Context 1:30pm – 1:55pm Chat 1:55pm – 2:20pm Conversation 2:20pm – 2:55pm Conversion 2:55pm – 3:00pm Close and Next Steps
  3. 3. Copyright © 2009 Shift Worldwide page Program Overview Week 1 3/9/09 Tech Upramp Week 2 3/16/09 Research/Interviews Week 3 3/26/09 Best Practices Week 4 4/2/09 1-on-1 Coaching Week 5 4/10/09 Group Session 1 Week 6 4/17/09 1-on-1 Coaching Week 7 4/26/09 Group Session 2 Week 8 4/30/09 1-on-1 Coaching Week 9 5/7/09 Group Session 3 Week 10 5/14/09 Momentum Session
  4. 4. Copyright © 2009 Shift Worldwide page Personal Objectives <ul><li>Using the noteboard, I’ll record what you’d like to get out of today’s session </li></ul><ul><li>If you don’t learn something you wanted to, please contact me so I can help you after the session </li></ul><ul><li>Order to respond: </li></ul><ul><ul><li>Jaime, Jessie, Bob, Mike </li></ul></ul>
  5. 5. <ul><li>Opening Context </li></ul>
  6. 6. Copyright © 2009 Shift Worldwide page Second Gear Theme “ Life ain’t nothin’ but questions and stories.”
  7. 7. Copyright © 2009 Shift Worldwide page Building a Book of Business <ul><li>Key business development competency: conversation </li></ul><ul><li>Conversations can happen anywhere, anytime, with anyone: </li></ul><ul><li>Opportunities are everywhere. </li></ul>Work Personal <ul><ul><li>Inside Foley </li></ul></ul><ul><ul><li>With the client </li></ul></ul><ul><ul><li>Professional Events </li></ul></ul><ul><ul><li>Association Meetings </li></ul></ul><ul><ul><li>Lunches </li></ul></ul><ul><ul><li>Alumni Events </li></ul></ul><ul><ul><li>Coffees </li></ul></ul><ul><ul><li>Etc. </li></ul></ul><ul><ul><li>Home </li></ul></ul><ul><ul><li>Neighbors </li></ul></ul><ul><ul><li>Church </li></ul></ul><ul><ul><li>Weddings </li></ul></ul><ul><ul><li>Funerals </li></ul></ul><ul><ul><li>Parties </li></ul></ul><ul><ul><li>Sporting Events </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
  8. 8. Copyright © 2009 Shift Worldwide page Definitions <ul><li>“ Marketing” </li></ul><ul><ul><li>One-to-many awareness raising </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><li>“ Business Development” </li></ul><ul><ul><li>One-to-one relationship development </li></ul></ul><ul><ul><li>Personal trust or expertise building </li></ul></ul><ul><li>“ Sales” </li></ul><ul><ul><li>One-to-one business problem solving </li></ul></ul><ul><ul><li>Direct opportunities </li></ul></ul><ul><li>  </li></ul>
  9. 9. Copyright © 2009 Shift Worldwide page People & Conversations <ul><li>People buy through conversations </li></ul><ul><li>It matters… </li></ul><ul><ul><li>Why you are conversing </li></ul></ul><ul><ul><li>Who you talk to </li></ul></ul><ul><ul><li>What you ask/what you say </li></ul></ul><ul><ul><li>When you talk to them </li></ul></ul><ul><ul><li>Where you engage </li></ul></ul><ul><ul><li>How you converse </li></ul></ul><ul><li>Most importantly: did you create a memory? </li></ul>
  10. 10. Copyright © 2009 Shift Worldwide page People Types <ul><li>Four types of people: </li></ul><ul><ul><li>Evangelists – promote you unprompted </li></ul></ul><ul><ul><li>Hubs – “know everyone” </li></ul></ul><ul><ul><li>Bridges – connect you to opportunity </li></ul></ul><ul><ul><li>Sideliners – everybody else </li></ul></ul><ul><li>Chatting  conversation  conversion </li></ul>
  11. 11. Copyright © 2009 Shift Worldwide page Differences <ul><li>Chat: small talk </li></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><ul><li>Weather/Sports/Wife/Kids/Pets </li></ul></ul></ul><ul><ul><ul><li>“ Babies and cats” </li></ul></ul></ul><ul><li>Conversation: relationship building </li></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><ul><li>Economy </li></ul></ul></ul><ul><ul><ul><li>Weekend plans </li></ul></ul></ul><ul><li>Conversion: opportunity </li></ul><ul><ul><li>Examples: </li></ul></ul><ul><ul><ul><li>Upcoming litigation </li></ul></ul></ul><ul><ul><ul><li>Effect of law change </li></ul></ul></ul>
  12. 12. Copyright © 2009 Shift Worldwide page Mapping Exercise Exercise: Who are evangelists, hubs and bridges in your networks? Evangelists Bridges Hubs
  13. 13. <ul><li>Chat </li></ul>
  14. 14. Copyright © 2009 Shift Worldwide page Chat Definition <ul><ul><li>“ Idle banter, typically on innocuous or unimportant subjects, made to open conversations, usually out of politeness” – Wiktionary.org </li></ul></ul><ul><li>Feelings of chat for group? </li></ul><ul><li>Purpose beyond politeness? </li></ul>
  15. 15. Copyright © 2009 Shift Worldwide page Chat Partners <ul><li>Who do you chat with? </li></ul><ul><li>Where do you chat? </li></ul><ul><li>How do you know who to chat with? </li></ul><ul><ul><li>Exercise: profiling for new chat </li></ul></ul>
  16. 16. Copyright © 2009 Shift Worldwide page Body Language & Approach <ul><li>Scanning for 1-2-3’s </li></ul><ul><li>Body language: open or closed </li></ul><ul><li>Approaching </li></ul><ul><li>Opening line </li></ul>
  17. 17. Copyright © 2009 Shift Worldwide page Messages are Important!
  18. 18. Copyright © 2009 Shift Worldwide page Messaging Best Practices <ul><li>Memorable Messages are… </li></ul><ul><ul><li>Simple </li></ul></ul><ul><ul><li>Relevant </li></ul></ul><ul><ul><li>Different </li></ul></ul><ul><ul><li>Emotional </li></ul></ul>Goal: Create Messaging that Creates “Prospective Memory”
  19. 19. Copyright © 2009 Shift Worldwide page Extending Chat Reactive Proactive “ What Do You Do?” 6-8 word answer beginning with “I…” “ Oh really? Tell me more.” “ Oh really? Tell me more.” Professional Story 1 and/or Professional Story 2 Ask another question “ How’ve you been?” Not “fine.” Brief Personal or Professional Story “ Just fine?” Push for story
  20. 20. Copyright © 2009 Shift Worldwide page Breaking Frames <ul><li>Breaking frames of expectation </li></ul><ul><li>Expected vs. different experiences </li></ul><ul><li>Shared values and/or experiences </li></ul><ul><li>Exercise: breaking frames of chat </li></ul>
  21. 21. Copyright © 2009 Shift Worldwide page Seeds & Doors <ul><li>Planting seeds </li></ul><ul><ul><li>Latent </li></ul></ul><ul><ul><li>Planting ideas in others heads </li></ul></ul><ul><ul><li>Let them grow </li></ul></ul><ul><ul><li>“ File & return” </li></ul></ul><ul><li>Opening doors </li></ul><ul><ul><li>Active </li></ul></ul><ul><ul><li>Open doors for them </li></ul></ul><ul><ul><li>They open doors for you </li></ul></ul><ul><ul><li>“ Remember & react” </li></ul></ul>
  22. 22. <ul><li>Conversation </li></ul>
  23. 23. Copyright © 2009 Shift Worldwide page Conversation Definition <ul><ul><li>“ Communication by two, three, or more people. Conversations are the ideal form of communication, since they allow people with different views on a topic to learn from each other. </li></ul></ul><ul><ul><li>They may insert aspects of their lives into their replies, to relate to the other person's opinions or points of conversation.” – Wikipedia.org </li></ul></ul><ul><li>Favorite subjects of conversation? </li></ul><ul><li>Purpose beyond learning? </li></ul>
  24. 24. Copyright © 2009 Shift Worldwide page Question-Story Model <ul><ul><li>Use the Question-Story Model to deepen relationships and uncover problems </li></ul></ul>you prospect? Question “ What have you been working on lately?” Story “ Not Much. We’ve been really busy, though!” Question “ What’s keeping you that busy?!?” Story “ Oh, this new real estate deal we’re trying to get off the ground. You wouldn’t believe how ridiculous gov’t Is sometimes!” Question “ What makes it so ridiculous?” Story “ The seller of land, my boss and the city See things very differently. We’ve been held up now for 6 months.” Story “ Tell me about it! I just finished up a matter where the same thing Happened…but they had been locked up for a year! Lead “ Maybe you could help us out – can I get you in touch with my boss? Close “ Sure, I’ll get in contact with you tomorrow to follow up.”
  25. 25. Copyright © 2009 Shift Worldwide page Reactive vs. Proactive <ul><li>Reactive </li></ul><ul><ul><li>People chat, have a conversation with you </li></ul></ul><ul><ul><li>Be ready at any time </li></ul></ul><ul><li>Proactive </li></ul><ul><ul><li>You intentionally chat, converse with others </li></ul></ul><ul><ul><li>Can choose who/when/where </li></ul></ul><ul><li>Exercise: fishbowl question-story model </li></ul>
  26. 26. Copyright © 2009 Shift Worldwide page Question and Story Forms <ul><li>Four types of questions and stories </li></ul><ul><ul><li>Lead-in: new conversation or subject </li></ul></ul><ul><ul><li>Background: knowledge and experience (credibility) </li></ul></ul><ul><ul><li>Power: opinion and decision </li></ul></ul><ul><ul><li>Connection: future action </li></ul></ul>
  27. 27. Copyright © 2009 Shift Worldwide page Question and Story Forms <ul><li>Exercise: group discussion </li></ul><ul><ul><li>What form would: </li></ul></ul><ul><ul><ul><li>Lead-in questions take? </li></ul></ul></ul><ul><ul><ul><li>Background questions take? </li></ul></ul></ul><ul><ul><ul><li>Power questions take? </li></ul></ul></ul><ul><ul><ul><li>Connection questions take? </li></ul></ul></ul><ul><ul><li>What goal should your stories have? </li></ul></ul>
  28. 28. Copyright © 2009 Shift Worldwide page Win-Win <ul><li>Goal of conversations: gain interaction in the future </li></ul><ul><ul><li>Three possible results: </li></ul></ul><ul><ul><ul><li>Relationship building (seed planting) </li></ul></ul></ul><ul><ul><ul><li>Problem identified (door opening) </li></ul></ul></ul><ul><ul><ul><li>Problem solved (door opening) </li></ul></ul></ul><ul><li>Graceful exits and signals </li></ul><ul><li>Following up </li></ul>
  29. 29. Copyright © 2009 Shift Worldwide page Building Social Capital <ul><li>“ Give before you get” </li></ul><ul><li>Developing trust </li></ul><ul><ul><li>Doing what you say you will </li></ul></ul><ul><ul><li>Being there in a crisis </li></ul></ul><ul><ul><li>Sacrificing self-interest </li></ul></ul><ul><ul><li>Others? </li></ul></ul><ul><li>  </li></ul><ul><li>Exchanging reciprocity </li></ul><ul><ul><li>Ask “How can I help?” </li></ul></ul><ul><ul><li>Helping tangential contacts </li></ul></ul><ul><ul><li>Say/send “thank you” </li></ul></ul><ul><ul><li>Others? </li></ul></ul>
  30. 30. <ul><li>Conversion </li></ul>
  31. 31. Copyright © 2009 Shift Worldwide page Conversion Definition <ul><ul><li>“ An event that results in a transformation.” – wordnet.princeton.edu </li></ul></ul><ul><li>Experiences of conversion for group? </li></ul><ul><li>Feelings of conversion for group? </li></ul>
  32. 32. Copyright © 2009 Shift Worldwide page Opportunity Types <ul><li>Marketing </li></ul><ul><ul><li>Speeches, articles, blog, profiles </li></ul></ul><ul><li>New client </li></ul><ul><ul><li>“ Nibble, nibble, bite” </li></ul></ul><ul><li>Current client </li></ul><ul><ul><li>“ Continued understanding and investment” </li></ul></ul><ul><li>RFP </li></ul><ul><ul><li>“ Odds + investment + payback” </li></ul></ul>
  33. 33. Copyright © 2009 Shift Worldwide page “ Buying” Points <ul><li>Buyers buy for specific reasons: </li></ul><ul><li>Order of purchase likelihood: </li></ul><ul><ul><li>Fear, Improvement, Hope, Galactic </li></ul></ul>Emotional Logical Tactical FEAR IMPROVEMENT Strategic HOPE GALACTIC
  34. 34. Copyright © 2009 Shift Worldwide page Histories & Audiences <ul><li>Understand context </li></ul><ul><ul><li>Legal requests </li></ul></ul><ul><ul><li>Business environment </li></ul></ul><ul><ul><li>Personal stake </li></ul></ul>
  35. 35. Copyright © 2009 Shift Worldwide page Primary Intelligence <ul><li>Intelligence used as question – story content </li></ul><ul><li>Primary </li></ul><ul><ul><li>Personal interviews </li></ul></ul><ul><ul><ul><li>Who has knowledge of this person/company/situation? </li></ul></ul></ul><ul><ul><ul><li>What would you ask to learn more? </li></ul></ul></ul><ul><ul><ul><li>How should you use this information in conversion? </li></ul></ul></ul>
  36. 36. Copyright © 2009 Shift Worldwide page Secondary Intelligence <ul><li>Secondary research </li></ul><ul><ul><li>Company home page </li></ul></ul><ul><ul><ul><li>About Us </li></ul></ul></ul><ul><ul><ul><li>Recent News </li></ul></ul></ul><ul><ul><li>Yahoo finance (public companies) </li></ul></ul><ul><ul><ul><li>10-Q Report </li></ul></ul></ul><ul><ul><li>Google </li></ul></ul><ul><ul><ul><li>Company name + “News” link </li></ul></ul></ul><ul><ul><ul><li>Client name + “News” link </li></ul></ul></ul><ul><ul><li>Linked In search </li></ul></ul><ul><ul><li>Blog search ( www.technorati.com ) </li></ul></ul><ul><ul><li>Twitter search </li></ul></ul>
  37. 37. Copyright © 2009 Shift Worldwide page Asking not Telling <ul><li>“ Selling is not telling…it’s asking.” </li></ul><ul><ul><li>Judged by the quality of question vs. the ability to tell </li></ul></ul><ul><li>“ They’re just not that into you” </li></ul><ul><ul><li>Focus is always on the client </li></ul></ul><ul><ul><li>Clients view: attorneys as commodities? </li></ul></ul><ul><ul><li>Understand first, then be understood </li></ul></ul><ul><li>“ </li></ul>
  38. 38. Copyright © 2009 Shift Worldwide page Buying Process conversation chat conversion <ul><ul><li>People </li></ul></ul><ul><ul><li>Lead-in </li></ul></ul><ul><ul><li>Background </li></ul></ul><ul><ul><li>Power </li></ul></ul><ul><ul><li>Connection </li></ul></ul><ul><ul><li>Lead-in </li></ul></ul><ul><ul><li>Background </li></ul></ul><ul><ul><li>Power </li></ul></ul><ul><ul><li>Connection </li></ul></ul><ul><ul><li>Breaking Frames </li></ul></ul>
  39. 39. Copyright © 2009 Shift Worldwide page Following Up <ul><li>Quick email after steps of conversion </li></ul><ul><ul><li>Thanks </li></ul></ul><ul><ul><li>Review of topics </li></ul></ul><ul><ul><li>Decisions made </li></ul></ul><ul><ul><li>Detail next steps </li></ul></ul><ul><ul><li>Send Outlook calendar invitation </li></ul></ul><ul><ul><li>Gain affirmation of next meeting </li></ul></ul>
  40. 40. Copyright © 2009 Shift Worldwide page Power: Getting to Yes <ul><li>“ Burning platform” </li></ul><ul><ul><li>What happens if you don’t do this? </li></ul></ul><ul><li>“ Timing” </li></ul><ul><ul><li>When are these issues critical enough to do something about them? </li></ul></ul><ul><li>“ Skills” </li></ul><ul><ul><li>Can you solve this problem inside your organization? </li></ul></ul><ul><li>“ Value” </li></ul><ul><ul><li>Does solving the problem require a high level of expertise? </li></ul></ul><ul><li>“ Political alignment” </li></ul><ul><ul><li>Who else does this affect and are they on board? </li></ul></ul><ul><li>“ Ask for the work” </li></ul><ul><ul><li>What is the timeline for getting started? </li></ul></ul>
  41. 41. Copyright © 2009 Shift Worldwide page Beyond Yes <ul><li>“ Stealing the bacon”: Family Feud? </li></ul><ul><ul><li>Stay connected upon indications </li></ul></ul><ul><ul><li>Competitive threats </li></ul></ul><ul><ul><li>Remain engaged with Bridges </li></ul></ul>
  42. 42. <ul><li>Summary and Close </li></ul>
  43. 43. Copyright © 2009 Shift Worldwide page Summary and Close <ul><li>“ Life ain’t nothin’ but questions and stories.” </li></ul><ul><li>Turning on/turning off </li></ul><ul><li>Know people types </li></ul><ul><li>Quality questions get quality stories </li></ul><ul><li>Quality stories develops memory </li></ul><ul><li>Give before you get </li></ul><ul><li>Stay connected by looking for hooks </li></ul>
  44. 44. Copyright © 2009 Shift Worldwide page Coaching & Group Sessions <ul><li>Coaching: </li></ul><ul><ul><li>1: Personal messaging development </li></ul></ul><ul><ul><li>2: Dissecting your EHBs </li></ul></ul><ul><ul><li>3: Uncovering current opportunity </li></ul></ul><ul><li>Group sessions: </li></ul><ul><ul><li>1: </li></ul></ul><ul><ul><li>2: “Never Eat Alone” by Keith Ferrazzi </li></ul></ul><ul><ul><li>3: Collaborative advice on opportunities </li></ul></ul><ul><li>Homework: </li></ul><ul><ul><li>1: Buy book(s) </li></ul></ul><ul><ul><li>2: Create contact list; identify personal EHBs (use email) </li></ul></ul><ul><ul><li>3: Intelligence on specific targets for new, continuing work </li></ul></ul>

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