Pre-suation – Robert Cialdini
Summary (by author)
As a kind of secret agent, I once infiltrated the training programs of a broad range of professions dedicated to getting us to say yes. For almost three years, I recorded the lessons taught to aspiring automobile salespeople, direct marketers, TV advertisers, frontline managers, charity fund-raisers, public relations specialists, and corporate recruiters. My intent was to find out which practices worked time after time. So I answered the organizations’ ads for trainees or otherwise arranged to be present in their classrooms, notebook in hand, ready to absorb the wisdom born of long-standing experience in the business of persuasion.
In these programs, advanced trainees were often allowed to accompany and observe an old pro who was conducting business. I always jumped at those opportunities because I wanted to see if I could register not just what practitioners in general did to succeed but also what the best of them did. One such practice quickly surfaced that shook my assumptions. I’d expected that the aces of their professions would spend more time than the inferior performers developing the specifics of their requests for change: the clarity, logic, and desirable features of them. That’s not what I found.
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