1. The Art of Persuasion

2. Selling is Persuasion
Selling is persuading others to buy your proposition. Persuasion involves motivation aimed at inducing action (buying)

3. Principle of contingency benefits
People are persuaded to buy things because they are motivated by their desire for the future benefits you offer them.

4. Principles of Suggestion
People accept any idea that enters their mind unless there is a contradictory idea that blocks its acceptance
People will act in accordance with a suggestion unless stopped physically. If they are merely indifferent, they would probably go along with the suggestion
The acceptance of a suggestion depends on the source of the suggestion
The acceptance of the suggestion depends on the intensity with which it is made
People are more apt to act on a recent suggestion than one made earlier
A suggestions is apt to be accepted, if it is repeated
People will believe a suggestion if they want to believe it, regardless of its merit
A suggestion that appears to be natural and spontaneous is more likely to be accepted than one which is apparently planned and contrived

5. Other means of suggestion
Suggestion through action
Direct suggestion
Indirect suggestion
Positive and negative suggestion
Counter suggestion
Pleasant versus unpleasant suggestion

6. Using emotion to stimulate prospects
Choice of words
Emotional appeals are more forceful in most instances than rational ones.
Using the right verbs and adjectives

7. The use of logic When should it be used? Professional buyers
Technical buyers
In selling complex articles or propositions
When large expenditures are involved
In selling something new to the buyer