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Persuasion expert Dave Lakhani breaks down this complicated process into easy-to-use steps, teaching the listener how to persuade, not merely manipulate. Persuasion is key to every aspect of sales, marketing, and negotiation. This audiobook reveals today's most effective techniques for business professionals, which can easily be applied to their personal lives as well. True persuasion is based in truth, honesty and inquisitiveness, and the ability to tell a powerful story and to meet the expectations of those one is trying to persuade.