Persuasion Equation: The Subtle Science of Getting Your Way

MARK RODGERS is a principal partner of the Peak Performance Business Group, which helps clients dramatically improve their ability to persuade. A sought-after speaker, he has conducted more than 1,500 sales and persuasion workshops and averages more than 200 presentations a year. He pens the Persuasion Matters blog and is the author of Accelerate the Sale.

• CONTENTS Foreword by Alan Weiss vii Acknowledgments x Introduction 1 1 Persuasion Fundamentals The Basics You Need to Know, and Why You Need to Know Them 5 2 Decision Making The Surprising Reasons People Say Yes and No 25 3 Targets, Technology, and Tactics Because It's Not About You, It's About Them 46 4 Building Your Business Case Creating the Logical and Emotional Foundations of Your Argument 65 5 The Credibility Crucible How You Get It, Why You Lose It, and How You Win It Back 92 6 Power Language Verbal and Nonverbal Communication Tools to Skyrocket Your Success 106 7 Persuasive Processes A Five-Step Sequence to Yes 128 8 Persuasion 360 How to Get Agreement, Up, Down, and All Around 145 9 Persuasion 911 What to Do When Your Persuasion Attempts Go Awry 162 10 Yes Success What to Do When Your Target Agrees (and Why Most People Don't Get This Right) 175 11 Your Persuasion Action Plan How to Get a 10,000:1 Return on Your Investment in This Book 189 12 The Psychology of Self-Persuasion The First Person Who Needs to Say Yes . . . Is You 203 Bibliography 217 Index 219