Preface. PART 1: THE STARTING POINT – PEOPLE, BELEIFS AND RELATIONSHIPS. Chapter 1. Daring to Begin. Chapter 2. The Role of the Subconscious in Buying, Selling and Believing. Chapter 3. How to be More Liked by More People. Chapter 4. How Memory Works and How to Remember People′s Names. Chapter 5. Relationships – How They Work and How to Work at Them. PART 2: HOW PERSUASION AND INFLUENCE WORK. Chapter 6. The Principles of Persuasion. Chapter 7. The NAIL. Chapter 8. Ask and Accept the Answers. Chapter 9. Implications and Influence. Chapter 10. Thinking Long Term, Acceptance Time and Closing. PART 3: OVERCOMING OBJECTIONS AND NEGOTIATION. Chapter 11. Objections, Negotiation and Making More Money. Chapter 12. Getting Commitment. PART 4: PEOPLE ARE DIFFERENT. Chapter 13. Preparation. Chapter 14. Different Strokes for Different Folks. Chapter 15. Why do People Buy Things? PART 5: WHY PEOPLE BUY WHAT THEY BUY. Chapter 16. Rarity. Chapter 17. Empathy and Ego. Chapter 18. Authority. Chapter 19. Special Deal. Chapter 20. Obligation. Chapter 21. Nervousness. Chapter 22. Social Pressure. Chapter 23. Putting the Reasons Together. PART 6: BUSINESS, MOTIVATION AND DOING SOMETHING ABOUT IT. Chapter 24. The Five things that Matter in Business. Chapter 25. The Seven Great Myths of Life. Chapter 26. Motivation and the Six Steps to Success. Chapter 27. Feedback and its Importance. Chapter 28. Time Management. Chapter 29. Making Sense of It All. Chapter 30. The End of the Beginning or ′Nice is Expensive′. Appendix. Philip′s Desiderata. Index.