Because persuasion occurs in so many different areas of life and business, Gitomer leads the listener from mental readiness to the principles of getting your way and the power that persuasion offers.
He challenges the listener to prepare before they present, to prepare before they try to persuade. He demonstrates how to change a presentation into a performance and shows how this can be done in any environment. But because persuasion most often takes place in business, he draws special emphasis to the reader's ability to write and sell persuasively. The book talks about the persistence that enables winning persuasion.He brings the Benjamin Franklin quote "If at first you don't succeed, try, try again" to the Gitomer level of "You only fail when you decide to quit," and the book ends challenging the listener with how to think about excellence and eloquence. It will be up to the listener to take advantage of the opportunity and harness the power.
©2007 Jeffrey Gitomer; ©2009 Simon and Schuster
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