·
Persuade without pushing and gain without giving in
The old rules of persuasion no longer work. In today's world, people simply won't put up with being "sold to" or being influenced through something that is "done to" them. More than ever before, people see through self-serving tactics and techniques that may be used to persuade them. We don't like being pushed, played or nudged to comply, and resist and resent agenda-driven influencers, even if in the short-term they get their way.
Goulston and Ullmen offer a new model of what creates genuine influence in today's post-selling, sophisticated world - how to positively influence rather than persuade.