INDEX      

A

Aaron, Hank, 173

abbreviations, in text-speak, 60

advertising, 107–108, 112, 115, 186

agendas, 154–155, 156

Allen, James, 204

Amazon.com, 38, 61

Amiables, 48–50

analogies, 111–112

Analyticals, 49, 50

anchoring, 38–40, 43

Aniston, Jennifer, 55

apologizing, 93–95, 103–105

appearance, 59, 125, 187

Apple, 29, 96, 186, 187

approval authority, 87

arguments, 166

Aristotle, 66

arousing, 81

ART of persuasion, 139–140

Asch, Solomon, 35–36, 37

assent turbulence, 166–169

assertive skills, 12, 14, 48, 49

attentive demeanor, 124

attractiveness, 118

authority, 30–31, 58, 87

Availability Bias, 25–26, 32–34, 43–44

awakening, 81

B

Babcock, Linda, 53

Ballmer, Steve, 99–100

The Band, 4

Band-Aid, 112

Barra, Mary, 83

Base Rate Neglect, 41, 43

Beckham, David, 55

behavioral preferences, 47–48, 139

behavioral reflection, 126–127

Belfort, Jordan (“The Wolf of Wall

Street”), 7, 61

Berle, Milton, 116

biases, 25–27, 32–44, 88, 139, 190

Bieber, Justin, 55, 187

body language, 20–21, 119–127

Boomers, 47, 54–56, 61

breakeven calculations, 76–77

Brennan, Bridget, 51

Brizendine, Louann, 52

budget jurisdiction, 87

Bush, George W., 166

business case, 65–91

building a bulletproof argument, 83–85

emotion/qualitative reasoning in, 66, 77–85

logic/quantitative reasoning

in, 66–77, 149–150

target intelligence in, 85–90, 131, 198

buy-in, 19–20

C

caffeine, 212

calmness, 167

Camerer, Colin, 53

Campbell, Margaret C., 186

Carson, Johnny, 103

Carter, Jimmy, 146

Certainty Illusion, 41

Chapin, Harry, 114

chiasmi, 112–113

Churchill, Winston, 117

Cialdini, Robert, 27–32, 115, 136–137, 177–178, 180

Clance, Pauline Rose, 205–206

clarity, of pitch, 163–164

Clark, William, 143

clichés, 111

Clinton, Bill, 101, 102, 146

Clurman, Ann, 54–55

CMC (Computer-Mediated

Communication), 57–60

coaching, 99

Cobb, Ty, 173

cognitive dissonance, 96, 109

cognitive illusions/biases, 25–27, 32–44, 88, 139, 190

cognitive therapy, 208–215

Collins, Jim, 31

Colombo method of persuasion, 143

color, 18, 19, 81

communication

of Expressives, 48–50

nature of, 12

nonverbal, 20–21, 119–127

self-test of, 13, 14

target-specific communication strategy, 60, 86

technology role in, 57–60

verbal, 107–119, 149–150, 187

competitiveness, 48, 49

Concessional Reciprocity, 136–137

conciseness, 58, 150

condescension, avoiding, 152–153

Confirmation Bias, 40–41

congruency, 20–22

consensus, 41, 145–147, 151–152

consistency, 28, 30, 96–97

containment, 156, 165

contemporary issues, 83

context, importance of, 109

contrarian role, 151–152

contrast, principle of, 39

contribution margin, 76–77

convergent validity, 89

conversations, 31, 88–89, 102–105, 132

cost of goods sold (CoGS), 68, 69

Coué, Émile, 214

creativity, 117

credentials, 30–31, 52, 177–178

credibility, 92–105

building, 95–96, 99–100

bulletproof argument and, 83–85

consistency and, 30

determination of, 92–97

expertise in, 97–98

humor and, 118–119

losing, 100–101

maintaining, 96–97, 155

rebuilding, 37, 93–95, 101–105

reputation and, 93–97

respect in, 98–99

self-assessment of, 93–97

track record in, 98

trust and, 30, 96–97, 155

Croce, Jim, 114

Cyrus, Miley, 111

D

Dangerfield, Rodney, 116

data preferences, of target, 86

debating, 84

deception, 100–101, 123, 155–156

decision making, 25–45

biases in, 27, 32–44

finalizing/formalizing decisions, 142–143

gender differences in, 53

heuristics in, 27–32, 42–44

mental shortcuts in, 26

in powering through uncertainty, 189–196

delayed gratification, 38

delegation, 154

De Luca, Joel, 62, 63, 157–158, 160–161, 170

digital detox, 213

“digital natives,” 55

DiMaggio, Joe, 173

discount rate, in Net Present Value (NPV), 71–72

disillusionment, 169–170

dissuasion, 8–9, 81

distance, personal, 121, 124 “doom loop” mentality, 140

The Doors, 46, 63

dopamine levels, 212

dress, 18, 19, 59, 125, 187

Drivers, 48–50

Drucker, Peter, 84, 97

E

eBay, 38

Einstein, Albert, 77, 128

Eisenhower, Dwight D., 151–152

email messages, 60, 123

Emerson, Ralph Waldo, 204

emoticons, 60, 123

emotional intensity, 86

emotion/pathos, 66, see also qualitative reasoning

empathy/empathetic skills, 12–14, 117, 125

Endowment Effect, 42

enlightened self-interest, 19–20, 62–63

entitlement mental blocks, 62

ethical persuasion guidelines, 62–63

examples, 84

exercise, 212

experts, 30–31, 58, 84, 97–98

Expressives, 48–50

extended service plans, 21–22

external locus of learning, 172

eye contact, 120–124

F

facial expressions, 20–21, 81, 122

fairness, 32–33, 155

Falk, Peter, 143

Fanning, Patrick, 207

favors, 154

first impressions, 35–36

Fogg, B. J., 57

FOMO (Fear of Missing Out), 57–58

FORM model for conversations, 88–89

Franklin, Benjamin, 37, 163

G

Gaffigan, Jim, 116 “gain language,” 29

Gambler’s Fallacy, 42

Gandhi, Mahatma, 204

Gates, Bill, 55, 99–100

Gehrig, Lou, 173

gender differences, 50–54, 86

age and, 52

in brain structure and body chemistry, 52, 81–82

in emoticon use, 60

General Electric (GE), 101–102

General Motors (GM), 83

generational differences, 54–57, 86

gender and, 52

in persuasion tactics, 61

technology and, 46–47, 55, 57

Generation Xers, 54–56, 61

generosity, 94, 101

Gervais, Ricky, 116, 119

gestures, 125

give-and-take mindset, see reciprocity

Godfather, The (film), 154, 180

Goldsmith, Marshall, 100

Google, 61

GPS location technology, 61

Graham, Billy, 187

Grant, Hugh, 101, 102

The Grateful Dead, 187

gratitude, 37, 101, 170–171, 178–179, 180

Green Day, 22–23

grooming, 125

gross revenue, 68, 69

group persuasion, 145–161

consensus in, 41, 145–147, 151–152

negotiation and, 53

synchronous communication in, 59

Group Think, 41

guilt by association, 95

H

Haggard, Ernest, 20–21

Halo Effect, 25–26, 35–37, 43–44, 139

hand gestures, 125

hand shaking, 123–124, 178–179

Harley-Davidson, 20, 21, 56, 169–170

Hastings, Reed, 94, 96, 103

HCI (Human-Computer Interaction), 57–60

help, asking for, 51, 168

heuristics, 27–32, 42–44

Hewlett-Packard, 51

Hillary, Edmund, 143

Hills, Peter, 123

Hoch, Stephen J., 51

Holmes, Oliver Wendell, 16 “home court/field advantage,” 11, 152, 177–178

honesty, 102

Hostess Brands, 29

humor, 114, 115–119

hurdle rate, 74

I

IBM, 29, 186

idealism, 62, 146, 156

igniting, 81

Imus, Don, 104–105

industry comparisons, 83

influence, persuasion versus, 7

ingratiation, 153

input, requesting, 153

inspiring, 81

intelligence, 116

Internal Rate of Return (IRR), 74–76

interpersonal preferences, of target, 87

invoking, 81

Isaacs, Kenneth, 20–21

issue expertise, 87

J

James, LeBron, 55, 110

Jobs, Steve, 96, 187

K

Kahneman, Daniel, 26

Kay, Katty, 51, 52

Kennedy, John F., 59, 112

Kerry, John, 166

Kimmel, Jimmy, 118–119

KISS, 186, 187, 189–190

L

Laschever, Sara, 53

Leno, Jay, 102

Lewis, Meriwether, 143

Lightfoot, Gordon, 114

liking, 30

linking agendas, 154–155

Lion in Winter, The (film), 171

listening, 88, 125

“live chat,” 59

Lobel, Thalma, 18–19

logic/logos, 66, see also quantitative reasoning

Lombardi, Vince, 207, 212

loss aversion, 155 “loss language,” 29

Louis C. K., 116

lying, 100–101, 123, 155–156

M

Machiavellianism, 16–17, 165

Machiavelli, Niccolò, 16–17

manipulation, persuasion versus, 7, 47, 153

martyrdom, 16, 17

masterfulness, 17–18

Matures/Silent Generation/Greatest Generation, 46, 54–56

McKay, Matthew, 207

McNamara, Robert, 101

meetings, 11, 150, 152, 156, 177–178

Mehrabian, Albert, 107

mental blocks, 62

Merrill, David, 47–50

Metallica, 111

metaphors, 110–111

microexpressions, 20–21

Microsoft, 99–100

Millennials, 46, 47, 54–56, 61

mirroring, 126–127

mistakes, 93–95, 102, 103–105

mock court approach, 84

modesty, 16, 17, 27

Montague, Read, 53

Moore, Demi, 55

moral mental blocks, 62

Morrison, Jim, 46

Mossberg, Walt, 84

MyFitnessPal app, 57

N

Navarro, Joe, 121–122

negative emotions, 79–81

negotiation skills, 53

Netflix, 94, 96, 103

Net Present Value (NPV), 71–74

neutral emotions, 79–80

Newhart, Bob, 118–119

Newspaper Association of America, 115 “next steps” overview, 171, 179

Nixon, Richard, 59 “nod quad” evaluation, 89–90

nonverbal communication, 20–21, 119–127

Norgay, Tenzing, 143

O

Obama, Barack, 28, 146

objections, 21–22, 137–141, 200

office, 152, 177–178, 187

opinions

asking for, 95, 167–168

ignoring unsolicited feedback, 172–173

optimism

in bouncing back from rejection, 171–172

humor and, 116

options

forming, 134–135

framing, 135–137, 168–169, 214

organizational influence, of target, 86

organizational politics, 156–161, 199

Overvalue Sunk Costs, 42

“Owl Towel” project, 71–77, 135

P

Pang, Alex Soojung-Kim, 58

Patton, George S., 212

payback period, 70–71

perfectionism, 52, 103, 173

personal agendas, of target, 85

personal evangelists, 53, 186–188

personality differences, 47–50, 86, 139, 141

perspicacity, 117

persuasion

defining, 6–7

roles of, 7–9

self-doubt and, 206–210

senses in, 18–19

skills self-test, 11–15

Persuasion Action Plan, 159, 189–202

payoff of planning, 201–202

powering through

uncertainty, 189–196

step 1: setting persuasion priority, 197

step 2: stating importance of persuasion priority, 197

step 3: building quantitative and qualitative cases, 197–198

step 4: planning language, 198

step 5: assessing targets, 198

step 6: mapping political territory, 199

step 7: launching persuasion process, 199–201

Persuasion Equation

business case in, see business case

credibility in, see credibility

defined, 3, 65, 128

intelligence processes in, see persuasion process

language in, see power language

Persuasion IQ, 147–149

Persuasion Paradox, 9–10

persuasion priority, 10–11, 135, 197

persuasion process, 128–144

in Persuasion Action Plan, 197, 199–201

Principle of Nudge, 50, 129–130, 142

step 1: engaging your target, 131–133, 200

step 2: exploring the issues, 133–134, 200

step 3: forming and framing possible solutions, 134–137, 200

step 4: handling objections, 137–141, 200

step 5: finalizing and formalizing decisions, 142–143, 200

time needed for, 143–144

persuasion tactics, 61–63, 84–85, see also Persuasion Equation

persuasion turbulence, 162–174

bouncing back, 171–173

grace in face of rejection, 170–171

navigating “assent turbulence,” 166–169

pitch weaknesses, 162–166

surviving disillusionment, 169–170

winning an argument, 166

Pink, Daniel, 9–10, 63

pitch weaknesses, 162–166

Platinum Rule of Persuasion, 169–170

Political Territory Map, 157–158, 159, 161, 199

positional critical mass, 84

positive affirmations, 213–214

positive emotions, 79–80

positivity, 116

posture, 125

power language, 106–127

behavioral reflection, 126–127

language misperceptions, 107–108

nonverbal communication, 20–21, 119–127

in Persuasion Action Plan, 198

verbal communication, 107–119

pragmatism, 62, 146, 156

preparation, for success, 176–177

presence, 88, 213

Present Value (PV), 71–73

Present-Value Bias, 37–38

PricewaterhouseCoopers, 157

priming, 35–36, 43

Principle of Nudge, 50, 129–130, 142

problem solving, 117

professional objectives, of target, 85

provoking, 81

Pryor, Richard, 116

public commitment, principle of, 33, 86, 89, 99, 179–180

public speaking, 187

Q

qualitative reasoning, 66, 77–85

building a bulletproof

argument, 83–85

emotional (soft) factors in, 78

emotional objectives in, 81

emotion basics, 79–80

measurement problems, 79

in Persuasion Action Plan, 197–198

physical impact of emotions, 81–82

power of negative emotions, 80–81

synthesizing quantitative and

qualitative justifications, 82–83

quantitative reasoning, 66–77, 149–150

breakeven calculations, 76–77

building a bulletproof

argument, 83–85

financial literacy and, 66–67, 77

Internal Rate of Return (IRR), 74–76

Net Present Value (NPV), 71–74

payback period, 70–71

in Persuasion Action Plan, 197–198

return/Return on Investment (ROI), 67–70

synthesizing quantitative and qualitative justifications, 82–83

quid pro quo, 154

Qwikster, 94

R

rapport building, 131–133, 184 “rational future,” 99–100

Reagan, Ronald, 146

Recency Effect, 34

reciprocity, 15–18

examples of, 5, 22–23, 29

helping and, 51

in “influencing sideways,” 154–155

as persuasion heuristic, 28–29

referrals, 32, 183–186

Reid, Roger, 47–50

reinforcing comments, 178–179

rejection, 162–166, 170–173

reputation, credibility and, 93–97

resilience, 12, 13–15

respect, 30, 98–99, 170

responsiveness, 48, 49, 125

restless leg, 121–122

Return on Investment (ROI), 67–70, 163

reward-or-punish approach, 19

Rickles, Don, 55

risk

exploring with target, 133–134

heightening sense of, 113

in powering through

uncertainty, 189–196

synthesizing quantitative and qualitative justifications, 82–83

Rivers, Joan, 116

Rock, Chris, 116

rumination, 53

Ruskin, Anglia, 123

Ruth, Babe, 173, 184

S

Sacagawea, 143

Sagan, Eugene, 206

sales, persuasion versus, 9–10

scarcity, 29

Schilling, Curt, 215

secret polling, 89

Seinfeld, Jerry, 55, 105, 116

Selective Recall, 41

self-assessment

of credibility, 93–97

importance of, 173, 211–212

of Persuasion IQ, 147–149

of persuasion skills, 11–15

self-confidence, 208–215

self-doubt, 205–210

self-efficacy, 207–208, 210

self-esteem, 207

self-interest, opposing, 164

self-persuasion, 203–216

avoiding self-doubt in, 205–210

developing self-confidence, 208–215

self-talk in, 204, 211, 213–214

Seligman, Martin E. P., 171–172

senses, 18–19, 81–82

service contracts, 21–22

Shahar, Aviv, 214

Shakespeare, William, 212

sharing credit, 94, 101

Sharpton, Al, 104

Sheen, Martin, 171

Shenk, David, 115

Shipman, Claire, 51, 52

shopping behavior, 51

similes, 111

Simpson, O. J., 102

situational persuasion success stories, 114–115

sleep, 212

smiling, 120–121, 123

Smith, J. Walker, 54–55

social norms, 19–20

social proof, 31–32, 115, 181–188

Sony Ericsson, 62–63

space-saving stance, 121, 124

speaking skills, 187

Stanley, Paul, 186

StarKist, 112

stealth marketing, 62–63

Stewart, Jon, 116

storytelling, 113–116

stress reduction, 118

success, 175–188

loss of, 100

perfectionism versus, 52, 103, 173

personal evangelists and, 53, 186–188

publicizing, 99, 179–180

referrals and, 32, 183–186

at self-persuasion, 211–215

testimonials and, 32, 181–183

tips for handling, 178–180

traps to avoid, 175–178

success journal, 214

Sullenberger, Chesley “Sully,” 152

Sunoco, 157

synchronous communication, 59

T

targets, 46–60

gender differences, 50–54, 60, 81–82, 86

generational differences, 46–47, 52, 54–57, 61, 86

intelligence on, 85–90, 131, 198

personality differences, 47–50, 139, 141

persuasion process for, 131–144, 200

target-specific communication strategy, 60, 86

technology use and, 46–47, 55, 57–60

technology, 57–60

digital detox and, 213

generational differences and, 46–47, 55, 57

targets and, 46–47, 55, 57–60

text-speak, 60, 123

tenacity, 12–14

testimonials, 32, 181–183

text messages, 60, 123

Thorndike, Edward, 35

thought leaders, 100

time constraints, 87

time management, 150, 156

timing

objections and, 138

of obtaining referrals, 185

of obtaining testimonials, 182

of pitch, 164

Tocqueville, Alexis de, 19–20

touching, 81

track records, 98

Tracy, Brian, 214

transparency, 100

trust level, 30, 86, 96–97, 139, 155, 163

Twinkies, 29

U

Upton, Kate, 55

V

validation, 84

verbal communication, 107–119, 149–150, 187

verification, 84

versatility, 48, 50

videoconferencing, 59

W

Walmart, 61

“warm/cold” mentality, 18–19

Warren, Caleb, 186

watch glances, 121

watching, 88

Weiss, Alan, 172, 207

Welch, Jack, 101–102

Westen, Drew, 166 West Wing, The (TV series), 171

White, Betty, 55 Wolf of Wall Street (film), 7, 61, 62

Woods, Tiger, 101, 102

word choice, 108–110

workable approaches, 150

work preferences, of target, 87

Z

Zuckerberg, Mark, 55

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