The Anatomy of Persuasion: How to Persuade Others To Act on Your Ideas, Accept Your Proposals, Buy Your Products or Services, Hire You, Promote You, and More!

342 Pages·1997·2.65 MB·English

by  Norbert Aubuchon

title: The Anatomy of Persuasion
author: Aubuchon, Norbert.
publisher: AMACOM Books
isbn10 | asin: 0814479529
print isbn13: 9780814479520
ebook isbn13: 9780585029320
language: English
Negotiation in business, Persuasion
subject (Psychology) , Persuasion (Rhetoric) ,
Selling, Leadership.
publication date: 1997
lcc: HD58.6.A93 1997eb
ddc: 658.4/052
Negotiation in business, Persuasion
(Psychology) , Persuasion (Rhetoric) ,
subject:
Selling, Leadership.
The Anatomy of Persuasion
More Praise for The Anatomy of Persuasion!
"A very rational approach to meet the needs of those you wish to
convince."
Robert E. Kellar, President,
Brandywine Performance Group, Inc.
"Aubuchon proceeds, without hype, and in crisp, analytical style to
unfold a detailed plan of how to make things happen. . . . If persuasion
is an important element in one's line of workand it's a rare field where
it isn'tAubuchon's book may well make the difference between
success and failure."
Richard P Sanger,
The Prudential Preferred Properties
The Anatomy of Persuasion
Norbert Aubuchon
AMACOM
American Management Association
New YorkAtlantaBostonChicagoKansas CitySan FranciscoWashington, D.C.
BrusselsMexico CityTokyoToronto
This book is available at a special discount when ordered in bulk quantities. For
information, contact Special Sales Department, AMACOM, a division of
American Management Association, 1601 Broadway, New York, NY 10019.
This publication is designed to provide accurate and authoritative
information in regard to the subject matter covered. It is sold with the
understanding that the publisher is not engaged in rendering legal,
accounting, or other professional service. If legal advice or other
expert assistance is required, the services of a competent professional
person should be sought.
Library of Congress Cataloging-in-Publication Data
Aubuchon, Norbert.
The anatomy of persuasion/Norbert Aubuchon.
p. cm.
Includes bibliographical references and index.
ISBN 0-8144-7952-9
1. Negotiation in business. 2. Persuasion (Psychology) Persuasion
(Rhetoric) 4. Selling. 5. Leadership.
I. Title.
HD58.6.A93 1997
658.4'052DC21 96-51050
CIP
The Anatomy of Persuasion® is a trademark of Norbert Aubuchon,
registered in the United States Patent & Trademark Office.
©1997 Norbert Aubuchon.
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced, stored in a retrieval system,
or transmitted in whole or in part, in any form or by any means,
electronic, mechanical, photocopying, recording, or otherwise,
without the prior written permission of AMACOM, a division of
American Management Association, 1601 Broadway, New York, NY
10019.
Printing number
10 9 8 7 6 5
To the thousands of people who have participated or who will
participate in our seminars. You are our invaluable source of
inspiration and ideas.
Page vii
Contents
Foreword ix
Acknowledgments xi
Introduction 1
1. Overview 17
2. Creativity 20
3. Two Principles of Communication 26
4. The Buying Process 33
5. The Persuasion Process: Part I 40
6. Needs 48
7. The Persuasion Process: Part II 58
8. Controlling the Persuasion Process 69
9. Features, Functions, and Benefits 82
10. Setting Your Objective 91
11. Using the Tools 98
12. Case Study: How to Increase Staff During a 109
Hiring Freeze
13. Case Study: How to Get Funding for Your 116
Program
14. Case Study: How to Be a Rocket Scientist! 122
15. Building Your Own Proposal 128
16. A Touch of the Real World 137
17. Can You Find the Errors? 150
18. Selling Your Ideas to Higher Management 164
19. The Anatomy of Persuasion as a Management 172
Tool