Irresistible Persuasion [antikvár]

INTRODUCTION LET'S START AT THE VERY BEGINNING Businesses fail because they fail to persuade. You may think that this is a sweeping statement but think about it for a moment. The small engineering company collapses because it fails to persuade the bank to lend it any more money. The banks collapse because they fail to persuade the City to make short-term loans against their long-term mortgage lending. The car manufacturer goes under because they cannot persuade the workforce to return to work after a damaging strike - and, perhaps the saddest of aU, the new enterprise that never got off the ground because it failed to persuade potential customers to give it a try. There are so many inspirational and instructive business books that cover everything from management to self belief, but that vital ingredient, persuasion, is never reaUy viewed correctly. Persuasion is a process that, when mastered, can be applied beneficially to all or any aspects of business - or life! Probably the best way to view this process is as a journey. Imagine for a moment that you are planning a trip. The trouble is that we humans have been travelling for so long that we carry out what is a very complicated procedure in such an automatic way that we don't realize how clever we are being. If we dismantle the process we will see just how sophisticated we have been. Firstly, we decide where