How to win people over

win people over convincing persuasion

How to win people over using the six principles of persuasion

Dale Carnegie’s seminal self-help book How To Win Friends And Influence People celebrated its 80th anniversary with the sale of its 15 millionth copy. The need to influence business associates is as relevant today as it was in 1936. But can successful persuasion really be defined by the application of a handful of scientific principles?

Yes, says influencing expert Professor Robert Cialdini, who’s made a career of studying what factors must be employed in order for someone to say ‘yes’ to your request. ...

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