Norbert Aubuchon - The Anatomy of Persuasion: How to Persuade Others To Act on Your Ideas, Accept Your Proposals, Buy Your Products or Services, Hire You, Promote You, and More!
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The Anatomy of Persuasion: How to Persuade Others To Act on Your Ideas, Accept Your Proposals, Buy Your Products or Services, Hire You, Promote You, and More!
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Each step in the process of persuasion is explored in this book, and readers are shown how to convince others to see things their way and act on it, benefitting all levels of business. Oral and written forms of persuasion are covered and insight is offered into subconscious decision making.
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"A very rational approach to meet the needs of those you wish to convince."
Robert E. Kellar, President, Brandywine Performance Group, Inc.
"Aubuchon proceeds, without hype, and in crisp, analytical style to unfold a detailed plan of how to make things happen.... If persuasion is an important element in one's line of workand it's a rare field where it isn'tAubuchon's book may well make the difference between success and failure."
Richard P Sanger, The Prudential Preferred Properties
The Anatomy of Persuasion
Norbert Aubuchon
AMACOM American Management Association New YorkAtlantaBostonChicagoKansas CitySan FranciscoWashington, D.C. BrusselsMexico CityTokyoToronto
This book is available at a special discount when ordered in bulk quantities. For information, contact Special Sales Department, AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019.
This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.
Library of Congress Cataloging-in-Publication Data
Aubuchon, Norbert. The anatomy of persuasion/Norbert Aubuchon. p. cm. Includes bibliographical references and index. ISBN 0-8144-7952-9 1. Negotiation in business. 2. Persuasion (Psychology) Persuasion (Rhetoric) 4. Selling. 5. Leadership. I. Title. HD58.6.A93 1997 658.4'052DC2196-51050 CIP
The Anatomy of Persuasion is a trademark of Norbert Aubuchon, registered in the United States Patent & Trademark Office.
1997 Norbert Aubuchon. All rights reserved. Printed in the United States of America.
This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019.
Printing number
10 9 8 7 6 5
To the thousands of people who have participated or who will participate in our seminars. You are our invaluable source of inspiration and ideas.
Page vii
Contents
Foreword
ix
Acknowledgments
xi
Introduction
1
1. Overview
17
2. Creativity
20
3. Two Principles of Communication
26
4. The Buying Process
33
5. The Persuasion Process: Part I
40
6. Needs
48
7. The Persuasion Process: Part II
58
8. Controlling the Persuasion Process
69
9. Features, Functions, and Benefits
82
10. Setting Your Objective
91
11. Using the Tools
98
12. Case Study: How to Increase Staff During a Hiring Freeze
109
13. Case Study: How to Get Funding for Your Program
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