C ontents Introduction Chapter 1: Chapter 2: Chapter 3: Chapter 4: Chapter 5: Chapter 6: Chapter 7: Chapter 8: Chapter 9: Selling Yourself Selling Your Competence Selling Your Likability Selling Your Confidence Selling With the Right Signals Selling Yourself as a Speaker Selling Yourself in Confrontation and Media Interviews Selling Yourself in the Classroom Selling Your Product 11 19 29 43 65 77 91 115 151 157