Persuasion

Persuasion is not the same as negotiation, which is more geared towards a compromise or a degree of backing down. Rather persuasion is the power to convince the opposing party to your way of thinking either through means of influence, power or motivation. This book covers key tactics to guarantee persuasiveness; language appropriate to persuasion; relating benefits to individuals (the tailored approach); credibility; Avoid exaggeration; adding a demonstration; maximizing your chances; handling and overcoming objections; respecting alternative choices; and dealing with ＂maybe.＂

Patrick Forsyth has run Touchstone Training & Consultancy since 1990. His other books include Marketing: A Guide to the Fundamentals and Outstanding Confidence in a Week.