Transform your ability to persuade and negotiate with this practical new resource In Persuade: The 4-Step Process to Influence People and Decisions , accomplished sales, negotiation, and influence experts Andres Lares, Jeff Cochran, and Shaun Digan PhD deliver a concise and insightful take on how to transform your ability to persuade others regardless of the setting. In this important book you’ll discover: Original research and scientific studies shedding light on the human decision-making processes that drive success and failure in virtually all interactions - Real world examples and practical exercises to illustrate and practice the concepts discussed - A fun yet rigorous approach of a complex subject that can be practically applied in any business situation Persuade is perfect for executives, managers, entrepreneurs, and other business leaders and will earn a place in the libraries of any professional who negotiates or influences on a regular basis. It is an invaluable resource for anyone seeking to improve their persuasion or deal-making abilities. These guys are brilliant. They have taken the fun, interactive and information packed experience that SNI has imparted to my Business Mastery folks for years and translated it into this book that delivers all of that and more. Jeff Cochran and Andres Lares are experts at taking common sense approaches to impactful skills but delivering them with a playfulness that is unique in this industry. These guys take their topic seriously, but never make the mistake of taking themselves any other way than with a grain of salt. --Anthony Robbins, NYT best-selling author, philanthropist, world renowned life and business strategist Persuade is great for leaders and aspiring leaders. It opens your eyes to the incredible science and research available around influencing others in a way that you can seamlessly implement in business and life, thanks to the authors' decades of experience and practical approach. For those of us looking to learn about persuasion and influencing, you will become better at both by reading this book. --Howie Roseman , EVP and General Manager for the Philadelphia Eagles The principles outlined in Persuade are simple, easy to implement, and ultimately game-changing. After having worked with the authors, I have seen firsthand what an impact they had on our organization. This book will make you better at persuasion and provide the catalyst for real change that sticks. You will thoroughly enjoy reading this book and be glad you did! --Julie Kadnar , Divisional President, Great American Insurance Group, Property & Inland Marine "While the business landscape is crowded with advice about decision making, it is rare to find a simple yet impactful process outlined so clearly. What makes Persuade so valuable is the unique perspective provided by authors Lares, Cochran, and Digan. They balance a deep base of research with a wealth of practical experience. This book will be an invaluable resource for anyone looking to improve personal and business outcomes through more effective strategies with persuasion at the core." --Mark Shapiro, President & CEO, Toronto Blue Jays This book is a must read for anyone in business. As a former c-level executive who then ran a graduate school business program, I've read a lot of books on persuasion and influence and there is simply nothing quite like this one. Persuade provides the perfect mix of research and scientifically supported information with practical tools and skills, all while leveraging the authors' stories from their extensive experience in the field. I will not only recommend this book to all of my students I will also recommend it to every leader that I know, regardless of industry and job function. --Jim Kahler , Executive in Residence at Ohio University and Former SVP of Sales &Marketing, Cleveland Cavaliers We have brought in the Shapiro Negotiations Institute for my programs domestically and abroad because of their thought leadership and expertise in the areas of influencing, persuasion, and negotiation. This book is based on decades of experience training. It will instantly become your go-to bible for influencing others and getting things done. --Alisia Genzler , President and Chief Client Officer, Randstad Technologies When selling, buying, negotiating, or communicating in business and in life we aim to achieve our objectives without making the other party feel used or exploited. And while there are many excellent books on these topics, none examine the common mechanisms that determine how humans make decisions, and, as a result, the persuasion techniques that could be associated with this process. In Persuade , negotiation experts and au-thors, Andres Lares, Jeff Cochran, and Shaun Digan, deliver a unique combination of original research, scientific studies, real-world exam-ples, and practical exercises. The book is a fun and insightful read that is simultaneously au