Andres Lares - Persuade: The 4–Step Process to Influence People and Decisions

1. Appendix A

1. Chapter 1
2. Chapter 2
3. Chapter 3
4. Chapter 4
5. Chapter 5
6. Chapter 6
7. Chapter 7
8. Chapter 8
9. Chapter 9

These guys are brilliant. They have taken the fun, interactive and information packed experience that SNI has imparted to my Business Mastery folks for years and translated it into this book that delivers all of that and more. Jeff Cochran and Andres Lares are experts at taking common sense approaches to impactful skills but delivering them with a playfulness that is unique in this industry. These guys take their topic seriously, but never make the mistake of taking themselves any other way than with a grain of salt.

Tony Robbins - NYT best-selling author, philanthropist,world renowned life and business strategist

Persuade is great for leaders and aspiring leaders. It opens your eyes to the incredible science and research available around influencing others in a way that you can seamlessly implement in business and life, thanks to the authors' decades of experience and practical approach. For those of us looking to learn about persuasion and influencing, you will become better at both by reading this book.

Howie Roseman, EVP and General Managerfor the Philadelphia Eagles

The principles outlined in Persuade are simple, easy to implement, and ultimately game-changing. After having worked with the authors, I have seen firsthand what an impact they had on our organization. This book will make you better at persuasion and provide the catalyst for real change that sticks. You will thoroughly enjoy reading this book and be glad you did!

Julie Kadnar, Divisional President,Great American Insurance Group, Property & Inland Marine

While the business landscape is crowded with advice about decision making, it is rare to find a simple, yet impactful process outlined so clearly. What makes Persuade so valuable is the unique perspective provided by authors Lares, Cochran, and Digan. They balance a deep base of research with a wealth of practical experience. This book will be an invaluable resource for anyone looking to improve personal and business outcomes through more effective strategies with persuasion at the core.

Mark Shapiro, President & CEO, Toronto Blue Jays

This book is a must read for anyone in business. As a former c-level executive who then ran a graduate school business program, I've read a lot of books on persuasion and influence and there is simply nothing quite like this one. Persuade provides the perfect mix of research and scientifically supported information with practical tools and skills, all while leveraging the authors' stories from their extensive experience in the field. I will not only recommend this book to all my students I will also recommend it to every leader that I know, regardless of industry and job function.

Jim Kahler, Executive in Residence at Ohio University and Former SVP of Sales & Marketing, Cleveland Cavaliers

We have brought in the Shapiro Negotiations Institute for my programs domestically and abroad because of their thought leadership and expertise in the areas of influencing, persuasion, and negotiation. This book is based on decades of experience training. It will instantly become your go-to bible for influencing others and getting things done.

Alisia Genzler, President and Chief Client Officer,Randstad Technologies

Andres Lares and Jeff Cochran
with Shaun Digan, PhD

Copyright 2021 by Shapiro Negotiation Institute. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

ISBN 978-1-119-77851-6 (Hardback)

ISBN 978-1-119-77873-8 (ePDF)

ISBN 978-1-119-77872-1 (ePub)

Cover image: rudall30/Getty Images

Cover design: Wiley

Why did you buy this book?

If you are like most of the people and organizations that have come to us for assistance over the last few decades, you likely bought this book because you want to persuade colleagues, sell more, convince bosses for more budget, motivate your staff, or communicate more effectively. Perhaps you are frustrated that you missed out on landing a huge account, were passed over for a promotion, or are having trouble getting colleagues to prioritize your projects. You know how important persuasion is, yet until now, you did not know your success in this area was limited by your not having a process. Stick with us, all the way through this book, and we promise, guarantee even, you will become more persuasive. And, unlike any other book before it, your newly found persuasiveness will not be the result of memorizing a few tactics but instead actually understanding why and how the brain works to improve performance in any future situation you may face.