CHAPTER TWO

Persuasion Resistance

Ten Common Obstacles That Limit Your Persuasion Success

The worst time to learn a persuasion skill is when you need it. Persuasion must be mastered before it is needed, or the opportunity is lost forever. In all the years that I have worked in persuasion, sales, influence, and leadership, I have never yet found a perfect persuader. I have met many very skilled persuaders, but none that have completely mastered all that they were capable of achieving. This is understandable. It’s demanding enough just to keep up with the bills, maintain existing customers, lead the organization, prospect for new customers, outmaneuver the competition, and increase product knowledge. Faced with so many tasks, it’s difficult to ...

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