Irresistible Persuasion: The Secret Way To Get to Yes Every Time

INTRODUCTION: LET'S START AT THE VERY BEGINNING

Businesses fail because they fail to persuade. You may think that this is a sweeping statement but think about it for a moment. The small engineering company collapses because it fails to persuade the bank to lend it any more money. The banks collapse because they fail to persuade the City to make short-term loans against their long-term mortgage lending. The car manufacturer goes under because they cannot persuade the workforce to return to work after a damaging strike — and, perhaps the saddest of all, the new enterprise that never got off the ground because it failed to persuade potential customers to give it a try.

There are so many inspirational and instructive business books that cover everything ...