CHAPTER 8
How to
negotiate to
share benefits
W
hy do so many businesses give away advice, in the
form of booklets, newsletters and articles on the
internet?
You already know that these give-aways are influential because,
as well as carrying their sponsor’s brand (familiarity breeds like-
ableness), they establish the company’s credibility too. But there
is another powerful influencing technique they are using: the
“I’ve-scratched-your-back-now-y ...
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