"e;Geoff Burch is the master of persuasion"e; Allan Pease, International bestselling author of Why Men Don't Listen and Women Can't Read Maps This book will change your life. (Is that persuasive enough?) Getting what you want isn't easy. Why? Because most of us have no clear idea what we're looking for a lot of the time. The key to being brilliantly persuasive and influential is knowing exactly what you want before you set out to get it. Irresistible Persuasion presents a process that you can apply to any situation; you choose your starting point and your goal, then just join the dots. It's the only way to make success completely inevitable. Irresistible Persuasion shows you how to entice people to your point of view, how to overcome resistance, how a bit of showbiz can go a long way and why you should always consider the other person when you're negotiating. It's packed with new persuasion and influencing techniques as well as many powerful traditional methods. Geoff Burch is the presenter of BBC TV's All Over the Shop. When he's helped you decide what you want, he'll show you the irresistible way to get it. You won't just get more customers, you'll get more profitable customers.

"Geoff Burch is the master of persuasion"Allan Pease, International bestselling author ofWhy Men Don't Listen and Women Can't Read MapsThis book will change your life. (Is that persuasiveenough?)Getting what you want isn't easy. Why? Because most of us haveno clear idea what we're looking for a lot of the time. The key tobeing brilliantly persuasive and influential is knowing exactlywhat you want before you set out to get it. IrresistiblePersuasion presents a process that you can apply to anysituation; you choose your starting point and your goal, then justjoin the dots. It's the only way to make success completelyinevitable.Irresistible Persuasion shows you how to entice people toyour point of view, how to overcome resistance, how a bit ofshowbiz can go a long way and why you should always consider theother person when you're negotiating. It's packed with newpersuasion and influencing techniques as well as many powerfultraditional methods.Geoff Burch is the presenter of BBC TV's All Over theShop. When he's helped you decide what you want, he'll show youthe irresistible way to get it. You won't just get more customersyou'll get more profitable customers.

INTRODUCTION: LET'S START AT THE VERY BEGINNING.PART ONE: PLANNING YOUR JOURNEY TO SUCCESSFULPERSUASION.CHAPTER 1 GET THE MAP OUT.This is where we decide where we are going and we find out wherewe are now.CHAPTER 2 THE JOURNEY BEGINS.In which we plan, plot, and equip ourselves for success.PART TWO: THE JOURNEY.CHAPTER 3 MONEY GROWS ON TREES.In which we discover the power of belief and desire against thefear of risk.CHAPTER 4 I DIDN'T EXPECT THAT.In which we show how the power of persuasion can control thefuture.CHAPTER 5 BORN TO BE BAD?In which we develop the winning ways that entice people to ourpoint of view.CHAPTER 6 VERY INTERESTED.In which we gather the vital information that gives uspower.CHAPTER 7 THE TOUGH OLD MONSTERS OF SALES.In which we discover the powerful sales techniques that canstill work their magic for us now.CHAPTER 8 WHEN I'M CALLING YOU.In which we discover how sales calls, finding leads and usingold-school methods are still powerful in today's businessenvironment.CHAPTER 9 NOW YOU'RE ASKING.In which we discover the incredible power of always askingquestions.CHAPTER 10 THE CUNNING PLAN.In which we start to pull the threads together by planning whowhere, when, why, and how.CHAPTER 11 A.I.D.A. - OLD BUT STILL LOVELY.In which we learn about A.I.D.A., the classic sales formula thatcan still be used in every aspect of modern persuasion.CHAPTER 12 SHOWBUSINESS.In which we discover the surrounding magic that makes our coreskills attractive.PART THREE: ARE WE THERE YET?CHAPTER 13 RESISTANCE IS FUTILE.In which we discover how to tell if someone is interested evenwhen they say they're not - and how we overcome allresistance.CHAPTER 14 THE PRESSURE GAME.In which we examine persuasion techniques that may be describedas high pressure, but then don't we need a little pressure tosucceed?CHAPTER 15 BIG DECISIONS.In which we discover whether our subject is being persuaded tomake a major or minor decision.CHAPTER 16 MEASURING SUCCESS.In which we discover how, in a small decision, a simple'yes' is all we need for success, but in morecomplicated decisions it is very hard to know exactly where weare.CHAPTER 17 IT'S A REAL BARGAIN.In which we discover the to and fro, the cut and thrust, and thepure fun that is bargaining.CHAPTER 18 EVERYTHING'S NEGOTIABLE.In which we learn that there is much more to negotiation thansimple bargaining.CHAPTER 19 PERSUASIVE MARKETING.In which we find the subjects for our persuasive talents andbuild their expectations.PART FOUR: THE PSYCHOLOGY OF PERSUASION.CHAPTER 20 IT'S ALL IN THE MIND!In which we learn that people make decisions in their heads.When we understand how this process works we can influence theoutcomeGOODBYE FOR NOW.SOME INTERESTING READING.ABOUT THE AUTHOR.