cover image Beware the Naked Man Who Offers Your His Shirt

Beware the Naked Man Who Offers Your His Shirt

Harvey MacKay. William Morrow & Company, $19.95 (400pp) ISBN 978-0-688-09229-0

In this sequel ot Swim with the Sharks Without Being Eaten Alive , Mackay, a Minneapolis envelope-maker, issues a flood of no-nonsense business advice in the form of original aphorisms and short, germane examples, all delivered with high spirits and ever-bubbling humor. ``The sale begins when the customer says yes,'' he declares. ``ASTONISH them . . . get it there before you said you would . . . '' Mackay offers detailed programs to motivate customers and employees, and tells success stories of consumer needs perceived and fulfilled--pantyhose shops, walk-in medical clinics. He also stresses the importance of entrepreneurial courage, such as his own insistence on lengthy titles for his books. First serial to Success magazine; BOMC and Fortune Book Club alternates. (Feb.)