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　　‘I liked the tone and pace of the book, and enjoyed reading it…this was an excellent, thorough book, that gave me a lot of food for thought'. (The Bookbagh.co.uk, October, 2010). ‘…Hesketh's anecdotes give the book a personal edge not normally found in this type of material.' (B2B Marketing, January 2011).

内容简介

　　Wouldn't it be great if you could always get people to seethings your way? Now you can.
　　You won't go far in business if you can't bring people round toyour way of thinking. Some people find it easy; the rest of us justneed a little help. How to Persuade and Influence People revealssome of the most powerful influencing and persuasion techniquesknown to man. This enhanced second edition contains new tools, newresearch, new case studies and plenty of practical exercises tohelp you:
　　Find the perfect way to win people over
　　Become an amazing negotiator
　　Overcome objections
　　Appreciate and understand the other person's standpoint
　　Understand why people buy what they buy

Wouldn't it be great if you could always get people to see
things your way? Now you can. 
　　You won't go far in business if you can't bring people round to
your way of thinking. Some people find it easy; the rest of us just
need a little help. How to Persuade and Influence People reveals
some of the most powerful influencing and persuasion techniques
known to man. This enhanced second edition contains new tools, new
research, new case studies and plenty of practical exercises to
help you: 
　　Find the perfect way to win people over 
　　Become an amazing negotiator 
　　Overcome objections 
　　Appreciate and understand the other person's standpoint 
　　Understand why people buy what they buy 
　　Ensure people remember you and what you want 
　　Build long-term trust and credibility 
　　Philip Hesketh is a full-time international business speaker on
the psychology of persuasion. Thousands of people have benefited
from his advice. In this book, he maps out countless simple and
memorable persuasion techniques that can be applied to a whole
range of life's challenges. It's up to you to use them. 
　　How to Persuade and Influence People is a completely revised and
updated edition of Life's a Game So Fix The Odds.

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目　　录

Part 1 The Starting Point – People, Beliefs andRelationships.
1 – Daring to Begin.
2 – The Role of the Subconscious in Influence.
3 – How to be More Liked by More People.
4 – How to Remember People's Names.
5 – How to Develop Good Relationships.
Part 2 Persuasion and Influence.
6 – The Five Keys to Persuasion and Influence.
7 – How to Create Genuine Empathy.
8 – Asking Questions and Accepting the Answers.
9 – Understanding Implications and Influence.
10 – Thinking Long Term and Getting Your Own Way.
11 – The Importance of Preparation in Influencing.
12 – Different Strokes for Different Folks.

Part 1 The Starting Point – People, Beliefs and
Relationships.
1 – Daring to Begin.
2 – The Role of the Subconscious in Influence.
3 – How to be More Liked by More People.
4 – How to Remember People's Names.
5 – How to Develop Good Relationships.
Part 2 Persuasion and Influence.
6 – The Five Keys to Persuasion and Influence.
7 – How to Create Genuine Empathy.
8 – Asking Questions and Accepting the Answers.
9 – Understanding Implications and Influence.
10 – Thinking Long Term and Getting Your Own Way.
11 – The Importance of Preparation in Influencing.
12 – Different Strokes for Different Folks.
Part 3 Overcoming Objections and Negotiation.
13 – Techniques to Handle All Objections.
14 – The First Four Steps to Negotiation.
15 – The Final Four Steps to Negotiation.
16 – Getting People to Do What They Have Agreed to Do.
Part 4 The Reasons People Buy What They Buy.
17 – The Psychology Behind Why People Buy What They Buy.
18 – Rarity.
19 – Empathy and Ego.
20 – Authority.
21 – Special Deal.
22 – Obligation.
23 – Nervousness.
24 – Social Pressure.
25 – How People Choose.
26 – Putting the Reasons Together.
Part 5 How Memory, Learning and Communication Work.
27 – How to Get People to Remember What You Have Said.
28 – How Learning Works and Why Power Point Doesn't.
29 – How to be a More Effective Communicator.
Part 6 Trust, Motivation and What You Need to do
Next.
30 – The Seven Things that Really Matter in Relationships.
31 – How to Build Trust That Lasts a Lifetime.
32 – Motivation.
33 – Say What You Are Going to Do and Do What You Say.
34 – Influence, Persuasion and the Purpose of Life.
Appendix: Philip's Purpose.
Philip's Desiderata.
About Philip Hesketh.

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