Chapter 6. THE FIVE KEYS TO PERSUASION AND INFLUENCE

There's an untrue but nonetheless widely held view that selling and being persuasive is about talking. That the 'gift of the gab' is the key element to being persuasive.

Horrocks.

Over the years I have asked many, many professional buyers what the key elements are in being persuasive. In other words, who do they buy from and what do they like about good persuaders? What they all tell me is that, first, they want the person to be honest. Secondly, they want them to understand needs and frustrations. And they also need to show they genuinely care: to want to be a partner and remain interested after the sale.

My wife and I were staying at the Datai Hotel in Lang-kawi, Malaysia. Rather than prompting ...

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