INTRODUCTION: LET'S START AT THE VERY BEGINNING. PART ONE: PLANNING YOUR JOURNEY TO SUCCESSFUL PERSUASION. CHAPTER 1 GET THE MAP OUT. This is where we decide where we are going and we find out where we are now. CHAPTER 2 THE JOURNEY BEGINS. In which we plan, plot, and equip ourselves for success. PART TWO: THE JOURNEY. CHAPTER 3 MONEY GROWS ON TREES. In which we discover the power of belief and desire against the fear of risk. CHAPTER 4 I DIDN'T EXPECT THAT. In which we show how the power of persuasion can control the future. CHAPTER 5 BORN TO BE BAD? In which we develop the winning ways that entice people to our point of view. CHAPTER 6 VERY INTERESTED. In which we gather the vital information that gives us power. CHAPTER 7 THE TOUGH OLD MONSTERS OF SALES. In which we discover the powerful sales techniques that can still work their magic for us now. CHAPTER 8 WHEN I?M CALLING YOU. In which we discover how sales calls, finding leads and using old-school methods are still powerful in today?s business environment. CHAPTER 9 NOW YOU?RE ASKING. In which we discover the incredible power of always asking questions. CHAPTER 10 THE CUNNING PLAN. In which we start to pull the threads together by planning who, where, when, why, and how. CHAPTER 11 A.I.D.A. ? OLD BUT STILL LOVELY. In which we learn about A.I.D.A., the classic sales formula that can still be used in every aspect of modern persuasion. CHAPTER 12 SHOWBUSINESS. In which we discover the surrounding magic that makes our core skills attractive. PART THREE: ARE WE THERE YET? CHAPTER 13 RESISTANCE IS FUTILE. In which we discover how to tell if someone is interested even when they say they?re not ? and how we overcome all resistance. CHAPTER 14 THE PRESSURE GAME. In which we examine persuasion techniques that may be described as high pressure, but then don?t we need a little pressure to succeed? CHAPTER 15 BIG DECISIONS. In which we discover whether our subject is being persuaded to make a major or minor decision. CHAPTER 16 MEASURING SUCCESS. In which we discover how, in a small decision, a simple ?yes? is all we need for success, but in more complicated decisions it is very hard to know exactly where we are. CHAPTER 17 IT'S A REAL BARGAIN. In which we discover the to and fro, the cut and thrust, and the pure fun that is bargaining. CHAPTER 18 EVERYTHING'S NEGOTIABLE. In which we learn that there is much more to negotiation than simple bargaining. CHAPTER 19 PERSUASIVE MARKETING. In which we find the subjects for our persuasive talents and build their expectations. PART FOUR: THE PSYCHOLOGY OF PERSUASION. CHAPTER 20 IT?S ALL IN THE MIND! In which we learn that people make decisions in their heads. When we understand how this process works we can influence the outcome GOODBYE FOR NOW. SOME INTERESTING READING. ABOUT THE AUTHOR.
Geoff Burch is the presenter of BBC TV's All Over The Shop . When he's helped you to decide what you want, he'll show you the irresistible way to get it. You won't just get more customers, you'll get more profitable customers.