4

The Buying Process

This chapter introduces the first of the two thinking processes in The Anatomy of Persuasion. As you examine this five-step decision-making process, you will become consciously aware that this is the process you use when you make your buying decisions. Then you will know without doubt that when you wish to be persuasive, this is the very same process you must influence in others.

You will recall that in Chapter 3 we identified two often ignored principles of good communication. The second principle was that the sender must structure messages to mesh and interact with the thinking process of the receiver. If you can learn the thinking processes a person uses for a given action and find ways to address these processes, you ...

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