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Persuade by Philip Hesketh

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3 Using the ‘Bubble Reputation’ to improve how others see you

Turning an acquaintance into a business associate is hard. Making them a friend is even harder. There are endless reasons why people fail to connect. And just like a marriage can break down, so too can the relationship between a client and a supplier. But how do you prevent it from happening?

Well you could start by sending more flowers and remembering birthdays. But in business? Psychologists tell us that we tend to like those people who disclose intimate secrets more than those who don't. It's a trust thing. After all, if someone's open enough about their penchant for cross-dressing, surely they wouldn't lie about their business plans? However, when someone you've only just met ...

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