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This review is from: Influence: The Psychology of Persuasion (Paperback)I have been entertaining my friends at dinner parties with this book. Cialdini, who admits to being a bit of a sucker himself, shows all the ways we've been manipulated over the years by small gestures and situations contrived by salesmen.
There are so many good stories. The one about Joe Girard, a car salesman who sends out each month 13,000 cards every month to former customers with a card saying, "I like you". Surely people wouldn't fall for that? Yes they do, he made more than $200,000 a year selling cars. He's in the Guinness Book of Records.
There's the story of how the Chinese got the American prisoners in the Korean War to betray their country by setting them essay questions. There's accounts of the trouble we can get into when we insist on being consistent or make a vague commitment to supporting a cause.
Cialdini exposes loads of sales techniques and has some fascinating insights into what motivates us.
As a self-employed person I'm really grateful for this knowledge. This is a book that everyone should read.