The ability to influence the opinions of other people is the key to success in any business. But not everyone has this ability. Dave Lakhani argues that the ability to be persuasive depends on how intelligently constructed the persuasion process is; he proves that the result of this process can be predicted, and errors can be analyzed and corrected. The author of the book offers the reader a set of persuasion techniques and explains in detail how they should be used. The book is addressed primarily to professionals working in the field of sales, marketing and advertising, but it will also be interesting for those who want to learn to be more convincing when communicating with colleagues and friends.